IRJMST Vol 9 Issue 10 [Year 2018] ISSN 2250 – 1959 (0nline) 2348 – 9367 (Print)

A STUDY ON CONSUMERS’ PERCEPTION TOWARDS HYUNDAI CARS WITH

SPECIAL REFERENCE TO TIRUPPUR CITY
Dr. K. Venkatachalam
Assistant Professor
Department of Commerce
PGP College of Arts and Science,
Namakkal, India.
venkatukv@gmail.com
ABSTRACT
M. Surumbarkuzhali
M.Phil Research Scholar
Department of Commerce
PGP College of Arts and Science
Namakkal, India.

The ultimate aim of every business is to increase sales by finding out the factors that drive
consumers‟ buying decisions. Perception is the process of selecting, organizing, and interpreting or
attaching meaning to events happening in environment . Hyundai Motor India Ltd is a wholly owned
subsidiary of the Hyundai Motor Company headquartered in South Korea. It is the second largest
automobile manufacturer with seventeen per cent market share as of 2017 and 5.5 billion USD turn-
over in India. The sample size used for the study is five hundred. Ten per cent of the population has
been taken for the research as sample. The structured questionnaire was used to collect primary data.
During the study it is found that Price plays an important role and influences the buying decision of
consumers.

Keywords: Environment, Factors, Perception, Population, Structured

I.INTRODUCTION OF THE STUDY

Consumers’ perception is marketing terms which outline a customers’ opinion or view about
a brand or a company by examining their experience with the business firm from the products’
branding and services provided. Customer experience is on the limit of overtaking price and
product quality as the major competitive advantage. The ultimate aim of every business is to
increase sales by finding out the factors that drive consumers’ buying decisions. Consumer
perception theory tries to analyze and explain consumer behavior. The perception of the same
product or service by different consumers would vary. This is exactly what consumer perception
theory analyses by finding out what precisely motivates or influences a consumer behavior in
purchasing or not purchasing a specific product. In this connection the researcher is interested to
study on consumer perception towards Hyundai cars with special reference to Tiruppur City

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II. STATEMENT OF THE PROBLEM

The consumers are finding different issues to choose the cars like price, performance, service,
and economic fuel consumption among the different companies existing in the automobile four
wheeler industries. It is recognized that there is a need for study in the field of consumer perception
towards Hyundai cars in Tiruppur city.

III. OBJECTIVES OF THE STUDY

 To identify whether the product met the consumers’ expectation.

 To study the consumer perception towards price, quality, cost of spare parts and promised
delivery time.
IV. RESEARCH METHODOLOGY

This research paper study is an empirical enquirer into the consumer perception towards
Hyundai cars. The study is mainly based on primary data. The population of the study was customers
in Tiruppur City. Out of total population five hundred consumers were surveyed through non-random
sampling methods by using convenience sampling method for hypotheses testing. The statistical
tools used for this study are simple percentage and Chi – square Analysis.

V. REVIEW OF LITERATURE

Suganya R, (2012) in her study shows the consequence of brand equity on consumer
purchasing behavior on car. The paper shows that brand acts vital role in car sales, not only to attract
but also to maintain customers. The researcher concluded that brand awareness and quality
perception has proved to influence the brand loyalty. And also the brand loyalty and brand
relationship have an effect on customers„attitudes towards brand.

Ranjith and Snekalatha (2013) focused on the customer‟s brand loyalty and satisfaction
towards Hyundai car. Hyundai India Limited is India‟s leading & largest passenger car manufacturer
which accounting for nearly fifty per cent of the total industry sales. Customer loyalty is a major
contribution to sustainable profit growth to achieve success. This study found that Hyundai has
various brands of car. They are satisfied with price, band, image, convenience, appearance quality
and require less maintenance cost.

Lohana et. al. (2013) studied the customer satisfaction for Hyundai car users in Nanded city
and find out the level of customer satisfaction, customer preferences and some factors about Hyundai

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 IRJMST Vol 9 Issue 10 [Year 2018] ISSN 2250 – 1959 (0nline) 2348 – 9367 (Print)

cars. In this study, a sample size of sixty respondents was taken. The result of this research represents
that fifty per cent customers are entirely satisfied with the performance of their vehicle in terms of
mileage, power, brand image, after sales and service quality and purchase economy etc.

Parthian and Rajendran (2014) carried on a study customer preference toward Hyundai.
Main aim of this study was to understand the mind of customers whether they were eager and
satisfied with Hyundai cars. Even though most of the customers were satisfied with present model
and service, few customers were not satisfied about the facilities provided by the car. If the Hyundai
car service providers give enough attention regarding this, they can ensure a large level of customer
preference.

Akhila and Thayyullathi (2015) in their research on customer perception toward Hyundai in
Coimbatore found that majority of the respondents were using SUV- Sport utility vehicle type cars.
They identified that Hyundai cars were the best and fast moving brands. There were growing trend
because of easy handling, safety, security and high performance that makes the advanced
technologies to adopt new model.

VI. DATA ANALYSIS AND INTERPRETATION

Table-1DEMOGRAPHIC OF CONSUMERS

Number of
Variables Types Percentage
Respondents
Male 325 65
Sex/ Gender Female 175 35
Below 25 54 11
25-35 160 32
36-45 212 42
Age Group 46-55 35 7
Above 55 39 8
Up to HSC 96 20
Educational Level Diploma 57 11
Graduate 111 22
Post Graduate 143 29
Others 93 18
Business 120 24
Occupation Private/ Govt. Employee 155 31
Student 105 21
Others 120 24
Below Rs. 20,000 86 17

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Monthly Income 20001- 30,000 165 33

30,001-40,000 144 29
Above 40001 105 21
The above Table-1 indicates that, the need and wants of consumers depends on their age.
About 42 per cent of the respondents are above 36-45 years of age. The education levels of the
respondents low with the exception of 11 per cent of respondents who have only diploma holders.
29 per cent of respondents post graduate. Occupation wise Employee constitutes 31 per cent
respondents working in private or government employee. 33 per cent of the respondents belong to
the income group of Rs. 20001 to Rs 30000.

Table-2 PERCEPTION TOWARDS PROMISED DELIVERY TIME AND OVERALL

PERFORMANCE

PERCEPTION TOWARDS PROMISED DELIVERY TIME

Particulars No. of Respondents Percentage
Highly satisfied 130 26
Satisfied 180 36
Neutral 95 19
Dissatisfied 65 13
Highly Dissatisfied 30 6
Total 500 100
PERCEPTION TOWARDS OVERALL PERFORMANCE

Particulars No. of Respondents Percentage

Excellent 105 21
Good 170 34
Neutral 130 26
Bad 65 13
Worst 30 6
Total 500 100

From the above table it can be inferred that 36 per cent of the respondents are satisfied and 26
per cent of the respondents are highly satisfied, 19 per cent of the respondents are neither satisfied

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nor dissatisfied and overall performance of Hyundai car 21 per cent of the respondents said that
excellent, 34 per cent of the respondents said that good, 26 per cent of the respondents said that
neutral.

Table-3 PERCEPTION TOWARDS PRICE AND QUALITY

PERCEPTION TOWARDS PRICE

Particulars No. of Respondents Percentage

Highly satisfied 300 60

Satisfied 70 14

Neutral 65 13

Dissatisfied 15 3

Highly Dissatisfied 50 10

Total 500 100

PERCEPTION TOWARDS QUALITY

Particulars No. of Respondents Percentage

Highly satisfied 140 28

Satisfied 235 47

Neutral 85 17

Dissatisfied 20 4

Highly Dissatisfied 20 4

Total 500 100

From the above table observed that 60 per cent of the respondents are highly satisfied, 14 per
cent of the respondents are satisfied and qualities of car 28 per cent of the respondents are highly
satisfied and 47 per cent of the respondents are satisfied.

NULL HYPOTHESIS (HO): There is no significant relationship between education of the

respondents and the perception towards the brand name of Hyundai.

ALTERNATIVE HYPOTHESIS (H1): There is significant relationship between education of the

respondent and the perception towards the brand name of Hyundai.

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Table-4 EDUCATION OF THE RESPONDENT AND RELATED TO PERCEPTION

TOWARDS THE BRAND NAME OF HYUNDAI

Variable Value Df P Value

Education Related to Perception 57.10 16 25.188

The above Table-4 observes, the calculated value of chi-square is more than the table value at
5 per cent level of significance. Therefore, null hypothesis is rejected. Hence there is significant
relationship between education of the respondent and related to perception towards the brand name
of Hyundai.

VII. FINDINGS

In this research most of the respondent belongs to the age group of 36-45 years (42 per cent).
As the age of the respondents increase, percentage of respondents decreases. The education level of
the respondent is very high 29 per cent belongs to post graduate. According to the occupation of the
respondent 31 per cent belongs to private and Government employee. More than 36 per cent of the
respondents are satisfied with promised delivery time. Maximum 34 per cent of the respondents said
that well about the overall performance of Hyundai cars. Majority 60 per cent of the respondents are
highly satisfied with price of the Hyundai cars. Above 47 per cent of the respondents are satisfied
with quality of the Hyundai cars.

VIII. SUGGESTIONS

 Low priced cars to be introduced in the market to attract low income people.
 The features and facilities in the Hyundai cars can be improved further in order to make
suitable for commercial purpose.
IX. CONCLUSION

Hyundai cars are a popular vehicle in automobile market. No doubt that it is due to the
satisfaction of the consumer. As it has a sound market share in the market, the firm has to take
efforts to manufacturer low price cars in order to meet the requirements of low income people. So
that they would be able to reap maximum utility.

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X. REFERENCES

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