1.

I
NTRODUCTI
ON

1
1.I
NTRODUCTI
ON
Hy
undaiMot
orCompany

AKor ean:div i
sionoft heHy undaiKi aAut omot iveGroup, i
s
thewor ld'
sfour thlargestaut omakerint ermsofuni tssold
andoneoft heBi gAsi anFour( withToy ota,Hondaand
Ni ssan) .Headquar teredi nSeoul ,Sout hKor ea,Hy undai
oper at es t he wor l
d's l argest integrated aut omobi l
e
manuf acturi
ng f acili
tyi n Ul san,whi ch is capabl e of
produci ng1. 6mi l
li
onuni tsannual l
y.TheHy undailogo,a
slant ed,st yl
ized' H',issai dt obesy mbol i
coft wopeopl e
(the company and cust omer )shaking hands.Hy undai
means" moder nity"inKor ean.Thecompany '
ssuccessi s
driven by t he commi t
mentofappr oximat ely 150,000
empl oy ees i n mor e t han assembl y plant s,Hy undai
vehi clesar esol di n198count ri
est hroughsome8, 000
deal er shipsandshowr oomswor l
dwide.

Hi
stor
y

Chung Ju-Yung founded the HyundaiEngineeri

ng and
Const
ructi
onCompanyi n1947.Hy undaiMotorCompany
waslaterestabl
i
shedi n1967.Thecompany '
sf i
rstmodel
,
theCorti
na,wasr el
easedincooperati
onwithFor dMotor
Companyi n1968.In1975,t hePony.thef
ir
stKor eancar
,

2
wasreleased, wit
hsty l
i
ngbyGi orgioGi ugi
aroofItalDesign
andpowert raintechnologyprovi
dedbyJapan' sMi t
subishi
Motors.Ex portsbegani nthefollowingy eartoEcuador
andsoont her eaf
tertotheBeneluxcount r
ies.In1991,t he
company succeeded i n devel
oping i tsfir
stpr opriet
ary
gasol
ineengi ne,thefour-cyl
i
nderAl pha,andtransmi ssi
on,
thuspavingthewayf ortechnol
ogical i
ndependence.

In1986,Hyundaibegantosel lcar
si ntheUnitedStates,
andt heExcelwasnomi natedas" BestProduct#10"by
Fortunemagazi
ne,l
argel
ybecauseofi tsaff
ordabi
li
ty.The
company began t o produce model s with its own
technol
ogyin1988,
beginningwitht
hemi dsi
zeSonata.

I
n1996,HyundaiMot
orsIndi
aLimitedwasestabl
ished
wi
thaproducti
onpl
antinIrr
ungat
tukat
oinearChennai
,
I
ndi
a.

In 1998,Hy undaibegan to ov
erhaulitsi mage in an
att
emptt oestabli
shit
selfasawor l
d-cl
assbr and.Chung
JuYungt ransferr
edleader
shi
pofHy undaiMot ortohis
son,ChungMongKoo, i
n1999,Hyundai'
sparentcompany,

HyundaiMot orGroup,i nvest

ed heav i
lyint he quali
ty.
desi
gn,manuf act
uring,and l ong-
term research ofits
vehi
cles.Itaddeda10- yearor100,000mi l
e( 160,000km)
warr
ant ytocarssoldintheUnitedSt at
esandl aunchedan
aggr
essi v
emar ket
ingcampai gn.

3
1.
1COMPANYPROFI
LE

Ty
pe Publ
i
c(KRX:
005380LSE:
HYUD)

Founded 1967

Founder
(s) ChungJu-
Yung

Headquar
ter
s Seoul
,Sout
hKor
ea

Ar
easer
ved I
nter
nat
ional

Keypeopl
e ChungMong-
Koo,
Chai
rmanandCEO

I
ndust
ry Aut
omobi
l
emanuf
act
urer

Pr
oduct
s Aut
omobi
l
es

Neti
ncome 2.
4bi
l
li
on(
2014)

Empl
oyees 150,
000(
asofMar
ch31,
2014)

Par
ent Hy
undai
KiaAut
omot
iveGr
oup

1.
2REVI
EW OFLI
TERATURE

CUSTOMERSATI
SFACTI
ON

ConceptI
dent
if
icat
ion-

Asor
gani
zat
ionsbecomei
ncr
easi
ngl
ycust
omerf
ocusedanddr
ivenby

4
demand,
theneedt
ogai
ncust
omerl
oyal
tyandr
etai
nthei
rloy
alt
yiscr
it
ical
.
Cust
omersat
isf
act
ioni
sthemostef
fect
ivewayt
oachi
evecust
omer
l
oyal
ty.
 Cust
omersat
isf
act
ionandcust
omerl
oyal
tyshar
emanysi
mil
ar
t
rai
ts.
 Cust
omerv
aluei
sthecust
omer
sper
cept
ionoft
her
ati
oofbenef
it
s
t
owhatheorshegi
vest
oobt
aint
hosebenef
it
s. 
Thecust
omerVal
ueTr
iad
i
saf
ramewor
kusedt
ounder
standwhati
tist
hatcust
omer
swant
. 
The
f
ramewor
kconsi
stsoft
hreepar
ts:
(1)per
cei
vedpr
oductqual
i
ty,
(2)v
alue-
basedpr
ici
ng,
and(
3)per
cei
vedser
vicequal
i
ty.

Cust
omer
sar
esat
isf
ied,
whenv
aluemeet
sorexceedsexpect
ati
ons.
 I
f
t
hei
rex
pect
ati
onsofv
aluear
enotmet
,ther
eisnochanceofsat
isf
ying
t
hem.
 Fi
gur
ingoutwhatt
hecust
omer
swant
,howev
er,
isadi
ff
icul
tand
compl
expr
ocess.
 Tobeabl
etocr
eat
eanddel
i
vercust
omerv
aluei
s
i
mpor
tantt
ounder
standi
tscomponent
s. 
Ont
hemostbasi
clev
el,
val
ue
f
rom acust
omer
sper
spect
ivei
sther
ati
oofbenef
it
stot
her
isksbei
ng
t
akenwhi
l
ebuy
ingt
hepr
oduct
.

ANI
NSI
GHT

Accor
dingt
oHar
oldEEdmondsonCust
omerSat
isf
act
ionseemst
oappear
i
npr
intmor
efr
equent
lyt
hananyot
hercat
chphr
aseusedt
odescr
ibeanew
f
oundmagi
cfori
ndust
ri
alsuccess.
 Bef
orewepr
oceedi
ntot
hest
udyof
t
hedy
nami
csofCust
omerSat
isf
act
ioni
tisi
mpor
tantt
oknowabout
,whoa
cust
omeri
sandwhatsat
isf
act
ionr
eal
l
ymeans.

Whor
eal
lyi
saCust
omer
?

Thequest
ionofdef
ini
ngwhoy
ourcust
omer
sar
eseemsf
air
lyeasy

5
par
ti
cul
arl
yify
ouhav
esegment
edy
ourmar
ketpr
oper
lyandunder
stand
whoy
ouar
etr
yingt
osat
isf
y. 
Howev
ersubt
let
ythatf
requent
lygoes
undet
ect
edbymanyf
ir
msi
sthati
sthatcust
omersetcanbedi
vi
dedi
nto
t
wopar
ts,
theappar
entcust
omerandt
heuser
. 
Theappar
entcust
omeri
s
t
heper
sonorgr
oupofpeopl
ewhodeci
dewhatpr
oductt
obuyand
basi
cal
l
yhav
econt
rol
overt
hepur
sest
ri
ngs.
 Theuseri
saper
sonorgr
oup
whophy
sical
l
yusest
hepr
oductori
sthedi
rectr
eci
pientofaser
vice.

Whatdoessat
isf
act
ionr
eal
lymean?

Asi
ndef
ini
ngcust
omerabov
e,def
ini
ngsat
isf
act
ional
soappear
s
si
mpl
e. 
Howev
eraswi
thcust
omert
her
eisasubt
let
ythatneeds
addr
essi
ng.
 Sat
isf
act
ionbymostdef
ini
ti
onssi
mpl
ymeansmeet
ingt
he
cust
omer
srequi
rement
.

Cust
omersat
isf
act
ioni
saconceptt
hatmor
eandmor
ecompani
esar
e
put
ti
ngatt
hehear
toft
hei
rst
rat
egy
,butf
ort
hist
obesuccessf
ult
hey
re
needst
obecl
ari
tyabout
,whatcust
omersat
isf
act
ionmeansandwhat
needst
ohappent
odr
ivei
mpr
ovement
.Wi
thoutt
his,
ther
eisar
iskt
hat
cust
omersat
isf
act
ionbecomesl
i
ttl
emor
ethanagoodi
ntent
ion,
wit
h
conf
usedobj
ect
ivesf
ail
i
ngt
oaddr
esst
her
eal
issuesf
orcust
omer
s,one
hel
pful
wayt
olookatt
hepr
obl
em i
stor
ephr
aset
heobj
ect
ives:
sett
he
si
ght
sonhel
pingt
hecust
omer
smeett
hei
rgoal
s.

Cust
omersat
isf
act
ioncanbedef
inedi
nmanydi
ff
erentway
s. 
Findi
ngt
he
r
ightwayf
oracompanydependsonunder
standi
ngy
ourcust
omerandon
hav
ingacl
earv
isi
onoft
her
olet
hatcust
omersat
isf
act
ioni
stopl
ayi
nthe
st
rat
egy
.Forexampl
e,af
ocusoncust
omersat
isf
act
ioncanwor
k
al
ongsi
deexi
sti
ngsegment
ati
onst
osuppor
trev
enuegener
ati
onf
rom hi
gh
v
aluecust
omer
sori
tcanbeacompany
-wi
deobj
ect
iver
oot
edi
nthebr
and

6
v
alues.
 Fort
hef
ormer
,itmaybesuf
fi
cientt
ofocusoni
mpr
ovi
ngcust
omer
ser
vice,
butf
ort
hel
att
erabr
oaderdef
ini
ti
onofcust
omersat
isf
act
ioni
s
necessar
y,cl
oseraki
ntocor
por
ater
eput
ati
on.

What
evert
hest
rat
egyf
orcust
omersat
isf
act
ion,
itmustatl
easti
ncl
ude
get
ti
ngt
hebasi
csr
ight
. 
Fai
l
ingt
oachi
evet
hiscandest
royt
her
eput
ati
on
aswel
lasl
osi
ngv
aluabl
ecust
omer
s. 
Ever
ycust
omer
,regar
dlessoft
hei
r
economi
cwor
tht
othebusi
ness,
hast
hepowert
oinf
luenceposi
ti
vel
yor
negat
ivel
yacompany
sreput
ati
on.
 Oncet
heobj
ect
ivesf
ort
hecust
omer
sat
isf
act
ionst
rat
egyar
edef
inedt
her
ear
eanumberofst
epswecant
ake
t
omakesur
ethef
ocusoncust
omersat
isf
act
ioni
sef
fect
ive.

I
nter
nal
Mar
ket
inghowi
taf
fect
sCust
omerSat
isf
act
ion

Successf
ulcompani
esmakeev
eryef
for
ttoensur
esat
isf
act
iont
othei
r
cust
omerbyf
ocusi
ngal
lor
gani
zat
ional
eff
ort
soft
hecompanyon
pr
ovi
dingsuper
iorcust
omerser
vice.
 Bydoi
ngt
hist
hesecompani
eshope
t
oret
aint
hei
rexi
sti
ngcust
omer
sandat
tractnewones.
 Onl
yangl
eof
cust
omersat
isf
act
ioncommonl
yov
erl
ookedi
sthei
nter
nal
aspect
.

Thei
nter
nal
cust
omerorempl
oyeepl
aysav
ital
rol
einachi
evi
ngcust
omer
sat
isf
act
ionandl
oyal
ty.
 Somef
ir
msdonotunder
standt
hatt
het
reat
ment
ofi
nter
nal
cust
omer
sbecomest
heext
ernal
cust
omer
sper
cept
ionoft
he
company
. 
Afi
rmsempl
oyeesorot
herdepar
tment
swi
thi
ntheor
gani
zat
ion
makeupi
tsi
nter
nal
cust
omer
s. 
Thei
rjobper
for
manceaf
fect
sthef
ir
ms
abi
l
ityt
odel
i
versuper
iorpr
oductandcust
omerser
vice(
BooneandKur
tz,
1999)
. 
Whenaf
ir
msempl
oyeesar
ehappyatwor
k,t
hei
rov
eral
lat
ti
tudeand
per
for
mancet
owar
dst
hecust
omerenhancest
remendousl
y.
 I
nter
nal
mar
ket
inghel
psmember
sorempl
oyeesofanor
gani
zat
ionunder
standand
f
ulf
il
lthei
rrol
esi
nimpl
ement
ingi
tsmar
ket
ingst
rat
egy
. 
Int
ernal
mar
ket
ing

7
notonl
ykeepsempl
oyeeshappy
,ital
soshowst
hem howt
hei
ract
ions
af
fectt
hef
ir
msabi
l
ityt
oachi
evecust
omersat
isf
act
ion.

Cust
omerSat
isf
act
ionaspar
tofSer
vicePr
ofi
tChai
n:

AHar
var
dBusi
nessRev
iewar
ti
cleout
li
nest
hei
nter
nal
processr
equi
redt
o
dr
ivegr
owt
handi
ncr
easepr
ofi
tabi
l
ity
. 
Thear
ti
cledescr
ibest
heway
sin
whi
chser
vicequal
i
tycont
ri
but
est
osuccess,
out
li
ningt
hest
epsi
nthe
Ser
vice-
prof
itchai
n:

8
2.OBJECTI
VE,
SCOPE
&LI
MITATI
ONS

9
2.
1OBJECTI
VEOFTHESTUDY

(
I)Toi
ntr
ospecti
ntot
hesat
isf
act
ionl
evel
ofcust
omer
swi
th
r
espectt
oHy
undai
mot
ors.

(
II
)Tof
indoutt
hesat
isf
act
ionl
evel
ofcust
omer
saboutser
vices
pr
ovi
dedbyHy
undai
mot
ors.

(
II
I)Tof
indoutwhycust
omer
spr
efer
redHy
undai
mot
orsPr
oduct
i
nthatCat
egor
yofot
hercar
s.

Thet
opi
chasbeenal
readygi
venbyt
hecompanyt
ocol
l
ect
i
nfor
mat
ionaboutCur
renthappeni
ngi
nthemar
ket
.Ital
sohel
ps
t
omakesi
mpr
ovement
sinser
viceandqual
i
tyoft
hepr
oduct
,for
t
hei
rlongt
imeexi
stencei
nthemar
ketandget
ti
ngpr
ofi
t.

Si
mul
taneousl
y,i
twasal
sohel
pful
formet
olear
nthechannel
of
Di
str
ibut
ionandobser
vet
hedemandofpar
ti
cul
arpr
oduct
s.

 Tostudyandunder
standt
hekeyser v
icepar
amet
ersusi
ng
Cust
omerSatisf
act
ionandref
lectuponthel
owperf
ormi
ng
ar
eas:
 Tost
udyaboutt
hecustomersat
isf
act
ionont
heser
vices
pr
ovi
dedbythedeal
ers.
 Tostudytheopi
nionoft
hecust
omersr
egar
dingt
he
avai
l
abil
it
yandcostofspar
epart
s.
 Tostudyt
heopi
nionoftheowner
sofcar
sregar
dingi
ts
feat
uresl
i
kemil
eage,pr
iceet
c.

10
  Tost
udyt
heef
fectofadv
ert
isementont
hecust
omer
sto
pr
omotet
hepr
oduct.
 Tost
udyt
hecust
omersat
isf
act
ionwi
thusageoft
hei
rcar
s.
 Tostudyt
heinf
ormat
ionr
esour
cest
hatt
hecust
omerusi
ng
bef
orepur
chasi
ngthecar
.

2.
2SCOPEOFTHESTUDY

 Ther
esear
chmeasur
est
heex
per
iencesofcust
omer
s.
 Def
inesandanal
ysest
heexper
iencesbasedonkey
del
i
verabl
es.
 Gai
nsi
nsi
ght
sint
oCust
omerex
pect
ati
ons.

2.
3LI
MITATI
ONSOFTHESTUDY

Thest
udyi
srest
ri
ctedi
nscopeofowi
ngt
othef
oll
owi
ng
l
i
mit
ati
ons:

 Duetoconstrai
ntoft
imeonl
yci
tyofHyderabadissel
ected
andsoitcannotcl
aimtobeacomprehensi
vestudyofthe
popul
ati
on.
Thesampl
esi
zei
srest
ri
ctedt
o100r
espondent
s.

11
3.RESEARCHAND
METHODOLOGY

12
3.RESEARCHMETHODOLOGY
Resear chMet hodologyisasy stemati
cway ,whichconsi
stsof
seri
esofact ionsorst epsnecessar yt
oef f
ecti
velycar
ryout
researchandt hedesi r
edsequenci ngofthesesteps.The
mar ketingr
esear chisapr ocessofinvol
vesanumberofi nter-
rel
atedact i
vi
ties,whichov erl
apanddor igi
dlyfoll
owaparti
cicular
sequence.Itconsi stsofthefoll
owingsteps

1.For
mul
ati
ngt
heobj
ect
iveoft
hest
udy
.

2.Desi
gni
ngt
hemet
hodsofdat
acol
l
ect
ion.

3.Sel
ect
ingt
hesampl
epl
an.

4.Col
l
ect
ingt
hedat
a.

5.Pr
ocessi
ngandanal
yzi
ngt
hedat
a

Repor
ti
ngt
hef
indi
ngs

3.
1RESEARCHSCOPE

Themarketsur
veywasconduct
edonCUSTOMERSATISFACTION
i
nSagarregi
on,wi
threfer
encet
oHarshal
iHy
undai
.Thi
sstudy
wasdoneinSagar,
(m.p.)

Studyai
msatr
elat
ionshi
pbet
weenCompanyempl
oyeesand
customer
s.

Thesurv
eycoversawi
derangeofacti
vi
ti
esandf
actor
s,which
i
nfl
uencethecust
omert
opurchasetheHYUNDAIpr
oduct.

13
Theval
idi
tyofthef
indi
ngsoft
hissur
veyisli
mitedt
otheper
iod
whicht
hefiel
dsurv
eywasconductedi.
e.,
inJuneandJul
y.

Therefore, Iwouldsaythatmyf ir
stdayinthemarketwasmor eof
observingt heenv i
ronmentaroundmet hangetti
ngint
oaction.I
t
gavemer ealsenseandf eel
i
ngofmar ketanditgavemea
practi
cal knowledgeofr ealt
hingshappeni
nginthemar ket
.

REASONFORSELECTI
NGTHI
STOPI
C

Thetopichasbeenal readygiv
enbyt hecompanyt ocol
lect
i
nformat i
onaboutcur r
enthappeni nginthemar ket
.Ital
sohelps
tomakesi mprovement sinservi
ceandqual i
tyoftheproduct,
for
thei
rlongt i
meexistenceinthemar ketandgetti
ngprofi
t.
Simultaneousl
y,i
tisalsohelpf
ul formet olearnthecustomer
sati
sfacti
onanddemandofpar ticularproducts.

I
MPORTANCEANDRELEVANCEOFTHESTUDY

Thisisv eryimpor tantforast udentofMBA.Thi sbusi ness

admi nistr
ati
oncour seisnotanswerofal l
pr oblemswhi charisein
practicalfi
eld.Ther eisnocer tai
nfor mulaf oranypar ticular
problem butt heaim oft hisstudyist odev elopt hedeci sion
maki ng.Rightdeci sionatrightti
mei tselfhel psanor gani zationto
runsmoot hl
y .Thet rai
ninginanyor ganizationgi vesusani deaof
diff
erentmar keti
ngact i
v i
ti
esandmai nemphasi sisgiv enon
"CustomerSat isf
action"aspectandal soitishowbusi nessi s
takent actf
ullywhenanypr obl
em comest oanex ecuti
v e,sot he
problem solv i
ng,ri
ghtdeci sionmaki ngandknowl edgeofdi fferent

14
t
ypesofmar
ket
ingact
ivi
ti
esar
eofmuchi
mpor
tancet
othi
sst
udy
.

3.
2PROCEDURE:

Obj
ect
iveofSt
udy

Resear
chDesi
gn

Sampl
eDesi
gn

Dat
aCol
lect
ion

Dat
aAnal
ysi
s

Repor
ti
ngofFi
ndi
ngs

3.
3RESEARCHDESI
GN

ResearchDesignspecifi
esthemet hodsandpr oceduresf
or
conducti
ngapar ti
cul
arstudy.AResear chDesignisthe
arr
angementofconditionsforcoll
ectionandanalysisoft
hedata
i
namannert hatai
mst ocombi nerelevancetotheresear
ch
purposewitheconomyi nprocedure.ResearchDesignisbroadl
y
cl
assifi
edintothr
eetypesas

15
  Expl
orat
oryResear
chDesi
gn
 Descr
ipt
iveResear
chDesi
gn
 Hy
pot
hesi
stest
ingResear
chDesi
gn

Onthebasisoftheobjecti
veofstudy,
thestudieswhi
chare
concer
nedwithdescribi
ngthecharact
erti
csofapar t
icul
ar
i
ndivi
dual,
orofagr oupofindi
vi
dualunderstudycomesunder
Descri
pti
veResearchDesign.

Descri
pti
veResearchDesi
gn: I
nthisresear
chdesi
gnthe
obj
ecti
veofstudyiscl
earl
y.defi
nedandhasaccuratemethodof
measurementwithacl
earcutdefini
ti
onofpopulat
ionwhi
chisto
bestudi
ed.

For
mul
ati
ngt
her
esear
chpr
obl
em

Twost
epsar
einv
olv
edi
nfor
mul
ati
ngt
her
esear
chpr
obl
em:

 Under
standi
ngt
hepr
obl
em

 Rephr
asingthepr
oblem i
ntomeani
ngf
ult
ermsf
rom an
anal
yti
calpoi
ntofvi
ew.

Thetraini
ngsessionsareconduct
edint
hebegi
nni
ngoft
rai
ningi
n
ordertomakeuscl earaboutt
hetaskpr
ovi
dedandhowt
ohandle
thedif
ferentsi
tuati
ons.

PREPARI
NGTHERESEARCHDESI
GN

16
Theresear
chdesi
gni
sdev
elopedtocol
lectt
her
elev
ant
i
nfor
mat i
onwit
hmini
mum ofeff
ort
s,t
imeandmoney .

 Mar
ket
ingResear
chObj
ect
ives:

 Tounder
takeapr
iormar
ketst
udybefor
edoingownsr
esear
ch.
 Tomakeananaly
sisont
hebasisoft
heresul
ts.

 Ty
peofSt
udy
:Descr
ipt
ive.

 Resear
chAr
ea:Sagar
.

 Sour
ceofI
nfor
mat
ion:
Pri
mar
yDat
a.

 Dat
aCol
lect
ionI
nst
rument
:Quest
ionnai
res&Per
sonal
Int
erv
iew.

 Resear
chAppr
oach:
Sur
veyMet
hod.

3.
4SAMPLI
NGDESI
GN

ASampleDesignisadefini
tepl
anforobt
aini
ngasampl efr
om a
giv
enpopulat
ion.I
tref
erstthet
echni
quertheprocedureadopt
ed
i
nselect
ingit
emsf ort
hesample.Themainconsti
tut
ionofthe
sampli
ngdesignisasbelow

1.Sampl
i
ngUni
t

2.Sampl
eSi
ze

3.Sampl
i
ngPr
ocedur
e

17
1.SAMPLI
NGUNI
T

Asampl
ingf
ramewor
ki .
e.dev
elopedf
orthetar
getpopul
ati
on
t
hatwi
ll
besampledi
.e.whoistobesurv
eyed.

2.SAMPLESI
ZE

Iti
sthesubst
anti
alpor
ti
onofthetar
getpopul
ati
ont
hatar
e
sampledtoachi
everel
i
abler
esul
ts.

100CORPORATEHOUSES/RESPONDENT/
CUSTOMER

3.SAMPLI
NGPROCEDURE

Theproceduretochoosetherespondentst
oobtai
na
repr
esentat
ivesample,anon-
probabil
it
ysampl
ingtechni
quei
s
appl
iedforthetar
get-market
.

Non-
Probabi
li
tySampl
ing

I
ttisapur posiv
esampl i
ngwhi chdeliber
atel
ychoosesthe
part
icularuni
tsoftheuniv
er sef orconsti
tut
ingasampleonthe
basi
st hatthesmallmasst hatt heysoselectoutofahugeone
wil
lbet ypi
calorrepr
esentativ
eoft hewhole.

Judgmentsampling:Tosel
ectpopul
ati
onmember
swhoar
egood
prospect
sforaccurat
einf
ormati
on?

18
3.
5DATACOLLECTI
ON

Thedat acol
lectionprocessi sthepredefi
nedt askthatIhavet o
undergo.Thedat acollecti
onpr ocessstart
srightfrom thefi
rst
dayt i
l
lthefi
nal dayont hefield.Duri
ngthewhol eper i
odal i
stof
dif
ferentr
etail
ersscatteredar oundwholeoft heSout hDelhigets
vi
sitedonther egularbasis.Themai ntaskistoanal yzethe
CUSTOMERSATI SFACTI ON, marketpotenti
al,studyofthemar ket
shareofthecompanyandanal yzi
ngthecompet itor'
sstrat
egies.

Thesur v
eyprocessisnotcompl etewit
houtconsulti
ngthe
Dist
ri
butor&Retail
ers.Thedistr
ibutor
sar ethekeynodesthat
maket hechainmovingeffect
ively
.Sot heresponsemadeby
them ial
soanessent i
alcr
iter
iontoinvolvedandreachi
ngfor
cert
aindeci
sions.

Therear esever
alway sofcol
lect
ingappropriat
edatathatdi
ff
er
considerabl
yinthecontextofmoneycost s,ti
me,andother
resourcesatthedisposaloft
heresearcher.Thetool
susedfor
datacollect
ionareas:

PRI
MARYDATA

Thepri
marydataaret
hosedata,
whicharecoll
ect
edafreshand
fort
hefi
rstti
me.Andhappentobeori
ginal
incharact
er.The
pri
marydatatobecol
l
ectedfort
hestudyare-

 Questi
onnai
re-Asetofquesti
onnai
rei
sprepar
edfort
he
causeofcol
l
ecti
ngdif
fer
entinfor
mati
onrel
atedtot
hepre-

19
 deter
minedobj ect
ives.Thequesti
onnai
repr
eparedisi
ntwo
for
ms&t arget
edtowar dsthedoct
orsandchemists
dif
fer
entl
y .Thefor
matofquest i
onnair
eisst
ruct
uredand
nondisguised.

 DirectPersonalI ntervi
ew- Underthi
smet hodofcol l
ecti
ng
dat ather
eisf ace-to-f
acecontextwiththepersonfrom
whom t heinformat ionisobtai
ned.Thedat acoll
ectedare
from therespectivesel ect
eddoctorsandchemi stsvisi
ted
regularl
y.Thepat ternusedi sSt
ructuredandIndir
ect
I
nt ervi
ew.

SECONDARYDATA

Secondar ydat ameansdat athatarealr

eadyav ai
l
ableie.,
they
referthedat a,whichhavealreadybeencollectedandanal yzedby
someoneel se.Whent heresearcherut
il
izessecondar ydata, t
hen
hehast olookintov ar
ioussourcesfr
om wher ehecanobt ai
n
them, INthiscasehei scertainl
ynotconfrontedwi t
hthe
problemst hatareusual l
yassociat
edwi t
ht hecollect
ionof
origi
nal data.Secondarydatamayei t
herbepubl i
sheddata
Usuallypubl i
sheddat aareavail
abl
ein:unpubl i
sheddat a.

 Var
iouspubl
icat
ionsoft
hecent
ral
,st
ateandl
ocal
gov
ernments;

 Vari
ouspubl
i
cat
ionsofforei
gngovernmentorof
i
nter
nati
onal
bodiesandthei
rsubsi
diar
yorgani
zat
ion;

 Techni
cal
andt
radej
our
nal
s:

 Books,
magazi
nesandnewspaper
s;

20
 Repor
tsandpubli
cat
ionsofvari
ousassociati
onsconnect
ed
wit
hbusinessandi
ndustr
y,banks,
stock,
ex changeset
c.;

 Report
sprepar
edbyresear
chscholar
s,uni
ver
sit
ies,
economist
setc.I
ndi
ffer
entfi
elds,
and

 Publi
cr ecordsandstatistics,hi
stori
caldocument s,and
othersourcesofpublishedi nformation.Thesourcesof
unpublisheddataaremany ,t
heymaybef oundindi ar
ies,
l
etters,unpubli
shedbiographi csandaut obiogr
aphicsand
al
somaybeav ail
abl
ewi t
hschol arsandr esear
chwor kers,
tr
adeassoci ati
ons,l
aborbur eausandot herpubli
c/privat
e
i
ndividualsandorganizations,

21
4.DATAANALYSI
S

22
4.DATAANALYSI
S

Tabl
e-1

HumanI
nter
act
ion

SNO OPI
NION POLI
TE KNOWLEDGE WARRANTY PRESENCE

1 YES 88 90 85 86
2 NO 12 10 15 14
3 TOTAL 100 100 100 100

I
nfer
ences

The graph clar

it
yindicat
es t
hatapproxi
mately 90% of t
he
cust
omer s ar
e posi
ti
ve aboutthe human i
nteract
ion att
he
showroom.

23
I
nter
pret
ati
on

Thepersonnelscor
eahi gh93( approx.)inbei
ngcourteous,pol
ite,
knowledgeableandcommuni cati
ngt hewar r
antyandschedul e
buttherei
sasl i
ghtdecr
easeint heat tenti
onprovi
dedatt heti
me
ofdeli
very,whi
chisareatoconcent rate.Nevert
hel
ess,theoverall
humani nt
eracti
oni
sabov etheaccept ablelev
els.

Tabl
e-2

Pr
oductI
nfor
mat
ion

SNO OPI
NION AVAI
LABI
LITY KNOWLEDGE TESTDRI
VE

1 YES 88 86 88
2 NO 12 14 12
3 TOTAL 100 100 100

I
nfer
ences

Thegr
aphshowst
hatt
hebr
ochur
es,
leaf
let
sandpr
icel
i
star
ereadi
l
yav
ail
abl
e.
Appr
ox.85cust
omer
sagr
eet
hatt
hesal
esconsul
tantwasknowl
edgeabl
eand
wasadepti
nhandl
i
ngt
hequer
iesoft
hecust
omer
s.Andal
mostev
erycust
omer
wasof
fer
edat
estdr
ive(
96%)
.

24
I
nter
pret
ati
on:The showr
oom scor
es hi
gh i
n pr
ovi
ding t
he
r
elev
antpr
oducti
nfor
mat
ionandi
sleav
ingnost
oneunt
urnedt
o
pr
ovi
det
hespeci
fi
cinf
ormat
ionneedsoft
hecust
omer
s.Thi
s
al
sor
efl
ect
sthatt
hecust
omercar
eper
sonnelar
ewel
l
-equi
pped
wi
tht
hepr
oducti
nfor
mat
ion.Atmostcar
ehasbeent
akent
o
ensur
ethat t
he cust
omer
s ar
e pr
ovi
ded wi
tht
he pr
oduct
i
nfor
mat
ion.

Tabl
e-3

Ti
me&Pr
ompt
ness

SNO OPI
NION FASTPROCESSI
NG DELI
VERYAT FAST
ATORDER PROMI
SED PROCESSI
NG
ATDELI
VERY

25
 1 YES 90 88 92
2 NO 10 12 08
3 TOTAL 100 100 100

I
nfer
ences

84cust omershaver espondedposi t

ivelyaboutthewor kbeing
carr
ied outquickl
y. 
25 peopleamong cust omersar eunhappy
aboutthepromptnessinthedeliver
yoft hevehi
cle.
 Approx
imatel
y
75customersfeelthattheprocessi
ngwasf ast.

I
nter
pret
ati
on

Thi
sist
hear
eawher
ethecust
omersat
isf
act
ionl
evelhasgone
downt
o75,t
hisar
eai
stobehandl
edwel
lbyt
hecust
omercar
e
ast
heot
herar
rear
sar
escor
ingwel
labov
e80.I
tisal
sot
obe
not
icedt
hatt
hecust
omeri
sanx
ioust
ogett
hedel
i
ver
yoft
hecar
as soon as possi
ble,and t
he sal
es per
sonnelhav
etot
ake
addi
ti
onal
car
etoensur
ethatt
hecust
omer
siscommuni
cat
edt
he

26
unav
oidabl
edel
ayswel
li
nadv
ance.

Tabl
e-4

Consi
stency

Consi
stencyi
npr
ocessi
ng

SNO OPI
NIONS ORDERPROCESS DELI
VERY
1 YES 86 82
2 NO 14 18
3 TOTAL 100 100

I
nfer
ences

Consi
stencyi
npr
ocessi
ng:

Thecust
omer
shav
erespondedposi
ti
vel
y,about80peopl
e(av
g.)
of t
hem obser
ving t
hat t
he pr
ocessi
ng has mai
ntai
ned a
consi
stentl
evel
.

CONSI
STENCYI
NPROCESSI
NG

NO.OFRESPONDENTS
100
86
90 82
80
70
60
50
YES
40
30 NO
18
20 14
10
0
ORDERPROCESSING DELI
VERY
PARAMETERS

27
I
nter
pret
ati
on

Theshowr
oom mai
ntai
nsaconsi
stencyl
evelof85% (
avg.of
pr
ocessi
ngconsi
stencyandconsi
stencyi
nhumani
nter
act
ion)
,
whi
chi
saccept
abl
e.

Tabl
e-5

Consi
stencyi
nHumanI
nter
act
ion

SNO OPI
NION ALTERNATI
VES ALTERNATI
VES

1 YES 90 88
2 NO 10 12
3 TOTAL 100 100

Consi
stencyi
nHumani
nter
act
ion

Thei
nter
act
ionwi
tht
hecust
omer
shasf
all
enf
rom 93pr
iort
othe
sal
eto86af
tert
hesal
eisdone.

28
I
nter
pret
ati
on

The showr
oom mai
ntai
ns a consi
stencyl
evelof85 (
avg.of
pr
ocessi
ngconsi
stencyandconsi
stencyi
nhumani
nter
act
ion)
,
whi
chi
saccept
abl
e.

Tabl
e-6

Conv
eni
ence

SNO OPI
NION MECHANI
C FUEL TEST AVAI
LABI
LITY CONVENI
ENCE
1 YES 82 90 88 86 84
2 NO 18 10 12 14 16
3 TOTAL 100 100 100 100 100

I
nfer
ences

Theshowroom scor
esav er
yhi
ghper
cent
agei
npr
ovi
ding
conv
eniencet
ot hecust
omers.

29
I
nter
pret
ati
on

Thoughther
eare20ofpeoplewhohav enotut
il
izedthefinance
opti
onprovi
dedbytheshowroom,thepoi
nttobet akenisthat80
ofthecust
omershaveuti
li
zedtheopti
onsprovi
dedbyt he
showroom.

CALCULATI
ONOFSALESSATI
SFACTI
ONI
NDEX

Salessat i
sfact
ionindexi st heindexofov erallsatisfactionof
Lakshmicust omersasawhol e.Theov eral
lsat isf
act i
oni sthe
averageoft hescoresoft hekeyv ari
ables,whichi nt urnisthe
cumul at
iveoftheposit
iveresponsesoft hecust omer s, convert
ed
toascal eoften.Theresponsesoft hecust omershav eal sobeen
recordedoverrepeatpurchases,ref
erral
sandt hei rsatisfacti
onto
crosscheckwi t
hthecalculatedresult

Sr
.No KeyDel
iv
erabl
es Scor
e Scor
eonscal
e
ofTen
1 HumanInteracti
on 210/
225 9
2 ProductI
nformat i
on 215/
225 9
3 Time&Pr ompt ness 175/
225 7
4 Consistency 254/
300 8
5 Convenience 413/
450 9
Cumulativ
eScor e 42

Sal
esSat
isf
act
ionI
ndex

30
Over
all
Sati
sfacti
on = Average(
Cumul
ati
veScor
e)
= 42/ 5
= 8. 4
Sal
esSati
sfact
ionIndex = 8.4onscal
eoft
en

1.AgeGr
oup

Sl
.No AgeGroup Noofpeopl
e
A 20t
o30 9
B 30t
o40 25
C 40t
o50 25
D Above50 22

I
NTERPRETAI
ON:

Fr
om t
heabov
etabl
eshowst
hatt
her
espondent
soft
heagegr
oupof
y
ear
s abov
e 50 i
.e.22,t
he nextgr
oup i
s 40-
50 y
ear
si.
e.25,t
he
r
emai
ningagegr
oupsar
e30-
40and20-
30y
ear
shav
ing25and9
r
espect
ivel
y.

2.Occupat
ion

Sl
.No occupat
ion Noofpeopl
e

31
 A Pv
tEmpl oy
ee 35
B Business 20
C Govt 15
employee
D Others 30

I
nter
pret
ati
on:
-

Fr
om t
heabov
etabl
eshowst
hatt
her
espondent
soft
heoccupat
ion
ar
e most
ly pr
ivat
e empl
oyees number
ed 35, busi
ness peopl
e
number
ing20,
Gov
ernmentempl
oyees15andot
her
s30peopl
e.

3)Whi
chmodel
ofhy
undai
cardoy
ouown?

Sl
.No Brand Noofpeopl
e
A I
10 35
B I20 18
C Santr
o 27
D Other
s 20

32
 Other
s
D,20

Sant
ro I
10
C,27 A,35

I
20
B,18

I
nter
pret
ati
on:
-

Thef ol
l
owinggr
aphshowsthenumberofcarsinthetot
alof100
personsi10i
sownedby35people,andI
20ownedby18and
Santroownedby27peopl
eandot hersby27people.

4)Whi
chf
eat
urei
sthebestonei
nHy
undai
car?

Sl
.No featur
e NOofpeopl
e
A Mileage 20
B Priceandst
yle 28
C Qualit
y 40
D All 12

33
I
nter
pret
ati
on:
-

Thefoll
owi
ng graphshowsthenumberofwhatf eat
uresy
ou
consi
derwhi
leyoupurchasei
nthetotalpersonsMil
eageby20,
andPri
ceAndstyl
eby28and byquali
ty40,andall
by12.

5)howdoy
ouf
eel
wheny
oudr
iveHy
undai
car
?

Sl
.No RANK Noofpeopl
e
A Good 35
B Better 20
C Best 35
D Poor 10

I
nter
pret
ati
on:
-

From theabov etableshowst hattherespondentsoftheex

peri
enceof
peoplewhi l
edr ivi
ngHy undaicarsi sgoodi .
e.25,thenextgroupis
bett
eri.e.
20,ther emaini
ngpeopl ewhof eelbestis40andother
swho
feel
poorexper ienceare5r especti
vely
.

34
6)Ar
eyousat
isf
iedwi
thy
ourv
ehi
cle’
smi
l
eage?

Sl
.No Vehi
cle’
smi
l
eage Noofper
cent
age
A Good 60
B Bett
er 20
C Best 13
D Poor 7

I
nter
pret
ati
on:
-

Thefol
l
owi nggraphshowsthenumberofpeopl
ewhosat i
sfi
ed
wit
hmileageoft hevehi
cl
einthet
otalr
espondent
sresponse
gi
venbyper sonsYesby61andNoby14.

7)Wi
l
lyour
ecommendHy
undai
productt
oany
body
?

Sl
.No Recommendat
ion Noofper
cent
age
A Yes 70
B No 30

35
 No
B,
30

Yes
A,70

I
nter
pret
ati
on:
-

Thefol
lowi
nggraphshowst
henumberofpeopl
ewho
recommendHyundaicar
s i
nthetot
alper
sonsyesby45andNo
by30.

8)Whatdoy
out
hinkabouthy
undai
’
scust
omerser
vice?
Sl
.No RANK Noofpeopl
e
A Excel
lent 40
B Good 20
C Better 30
D Poor 10

36
I
nter
pret
ati
on:
-

From theabov etableshowst hattherespondentsoft

hepeopl
eabout
Hy undai’
scustomerserviceisexcell
enti.e.40,t
henextgr
oupisgood
i
.e.20,theremainingpeoplewhof eelbetteris30andother
swhof eel
poorexper i
enceare5r especti
vely
.

9)Howdoyouf
eel
aboutcompany
’sr
esponset
owar
ds
cust
omer
s?

Sl
.No Source Noofper
cent
age
A Excell
ent 25
B Good 45
C Bett
er 20
D Poor 10

37
I
nter
pret
ati
on:
-

Thefoll
owinggraphshowst henumberofresponseofcust
omers
towardsthepr
oductsfrom thetot
alnumberof100peopl
egood
aregood17,Excell
ent38,bett
er10andpoorare7.

38
5.CONCLUSI
ONS

39
 CONCLUSI
ONS

Thecustomerinfor
mationundert
hest
udycovered100cor
por
ate
houses/
respondent
s/customer
s,whobr
oughtcarsbet
weenJune
2021andAugust2021i nSagar

Hyundaihassecondl argestshar eandhast hesecondl argest

numberofv ehiclesont heIndi anRoads.Itmeanst hatgr eateff
ort
andsoundpl anni ngi sr equiredt okeepv ehicl
epr oblemst ot he
minimum. .Iobser vet hatt her eisagr eatdemandofski l
led&
tal
entedempl oy ees.Ther emustbeapr oceduret o maket he
customerawar eaboutdi f
ferentproductoft hecompanywhi chis
sui
tableforhim.Hy undaihasdonequi etwellregar
dingcust omer
sati
sfact
ion.Hy undaishar eist heFi
rstTopamonghi gherincome
corporat
ecustomer .

Accordi
ngtocorporatei
nformation,highlev
elemployeesmostl
y
l
ike l
uxurycars Accent
,Sonat a,Elentra.Etc.and l
owerlev
el
employeespr
efer
ringHyundaisantro,Hyundai
-i10,
&i20.

Last
ly,Imustsaythatt
hist
rai
ningwasv
eryknowl
edgeabl
e&
i
nter
esti
ngforme.

40
6.ANNEXURE

41
 CUSTOMERSATI
SFACTI
ONI
NDEX
Det
ail
s:
Vehi
cleNo:_
___
___
___
___
___
___
___
___
___
___
___
___
___
___
___
___
___
___
Model
:__
___
___
___
___
___
___
___
___
___
___
___
___
___
___
___
___
___
___
___
Cust
omerName:
___
___
___
___
___
___
___
___
___
___
___
___
___
___
___
___
__
Tel
ephoneNo:_
___
___
___
___
___
___
___
Mobi
l
e:_
___
___
___
___
___
___
___
__
Dat
e:_
___
___
___
___
___
__Cust
omersi
gnat
ure:_
___
___
___
___
___
___
___
__

1.Agegr
oup
a)20-
30 b)30-
40 c)40-
50 d)Abov
e50

2.Occupat
ion?
a)Empl
oyee b)busi
ness c)NRI d)ot
her
s

3.Whi
chmodel
ofhy
undai
cardoy
ouown?
a)Sant
ro b)Ver
na c)Accent d)i
10 e)i
20

4.
whi
chf
eat
urei
sthebestonei
nHy
undai
car
?
a)pr
ice b)st
yle c)mi
l
eage d)qual
i
ty e)mi
l
eage&qual
i
ty
e)mi
l
eage&st
yle

5.
Howdoy
ouf
eel
wheny
oudr
ivehy
undai
car
?
a)Good B)bet
terc)best d)Poor
6.Ar
eyousat
isf
iedwi
thy
ourv
ehi
clemi
l
eage?
a)Yes b)No

7.
Wil
lyour
ecommendhy
undai
productt
oany
body
?
a)Yes b)No

8.
Whatdoy
out
hinkabouthy
undai
’
scust
omerser
vice?

42
 a)Excel
l
ent b)Good c)Bet
ter d)Poor

Howdoy
ouf
eel
aboutcompany
’sr
esponset
owar
dscust
omer
s?
a)Excel
l
ent b)Good c)Bet
ter d)Poor

15.Pl
ease gi
vey
ourcomment
s/suggest
ions t
o enabl
e us t
oimpr
ove
sat
isf
act
ionofcust
omer
satt
hisHy
undai
aut
hor
izedshowr
oom.

_
___
___
___
___
___
___
___
___
___
___
___
___
___
___
___
___
___
___
___
___
___
__

_
___
___
___
___
___
___
___
___
___
___
___
___
___
___
___
___
___
___
___
___
___
__

43
7.BI
BLI
OGRAPHY

44
 BI
BLI
OGRAPHY

Books:
Pr
inci
plesofmar
ket
ing:KOTLERARMSTRONG.
Mar
ket
ingManagement
:PHI
LIPKOTLER.
(
Anal
ysi
s,Pl
anni
ngI
mpl
ement
ati
onandCont
rol
)
Ser
vicesMar
ket
ing:TATAMcGRAW HI
LL.
Mar
ket
ingResear
ch :G.
C.BERI
.
Resear
chMet
hodol
ogy
:KOTHARI
.C.
R.

Websi
tes:
ht
tp:
//www.
jdpower
.co.
jp
www.
bus.
umi
ch.
edu
ht
tp:
//www.
asq.
org

45