PROJECT TITLE

A STUDY ON THE CONSUMER PERCEPTION

OF HYUNDAI SANTRO CARS IN SALEM
CITY.

COMPANY NAME
Hyundai Motors India Limited, Chennai

PRESENTER NAME
P.Saravana Kumar M.B.A.,
Reg No: - 71103631038
 Objectives of the study

1. To identify the various attributes of Santro cars and other cars that influences
on an individual’s choice among alternatives.
2. To identify the attractiveness of the Santro advertisement.
3. To identify the reason for the brand preference over the competing brands
and to find out the consumer perception on various attributes of the products.
4. To identify the maintenance handling system adopted by the users.
5. To find out the consumer satisfaction level on service provided by the dealers
and also towards their product.
6. To identify the level of brand loyal customers.
7. To identify the kinds of recommendations made towards the product to
others.
 Scope of the study
1. It helps the organisation to understand the consumer psychology on
choosing the product or service so that easily the product can be
positioned.
2. It assesses the preference of choosing the Santro Car by the
respondents.
3. The study helps us to know about the Customer perception towards
Santro Cars and other competing brands.
4. It also helps to assess the real opinion and mindset of consumers and
aids to meet out their expectation in future in turn that will increases the
volume of sales.
5. It helps the company to understand the efficiency of dealer service
provided to the consumers, so that it can create the root for further
improvement.
6. It identifies the usage and maintenance system adopted by the consumers
so that it helps the company to educate the customers further towards the
product usage and maintenance. So that it really creates an impact on
consumer perception towards the product.
 Limitations of the study
1. The Survey was limited to Salem City only.
2. The Study covers only five variants of competing brands that includes
Hyundai Santro, Tata Indica, Maruti Alto, Maruti Wagon R, Maruti Zen.
3. The respondents were less interested in answering the questionnaire, as
they felt that it was an interruption to their regular work.
4. The number of respondents was limited to 350 only.
5. Some of the respondents are not open in giving their opinions. This is
normal in any field study.
 Research Methodology
RESEARCH DESIGN:

Descriptive Research Design is used, in order

to meet the research objectives.

Descriptive research design includes surveys and

fact findings, enquires of different kinds. The major
purpose of Descriptive research is description of state
of affairs, as it exists at present.
 Research Methodology(Cont.,)
SOURCES OF DATA:

PRIMARY DATA: -
Data are collected for the first time for a specific purpose in mind using the
Questionnaire method. Questionnaire through personal contacts and telephone calls.

SECONDARY DATA:
The data already collected and published are referred through Sales Guides of
the Company and through the following website
www. hyundai.co.in
www.broadwaycarsonline.com
RESEARCH PLAN
Data source: Primary and Secondary data
Research Approach: Survey method
Research Instrument : Questionnaire
Contact method : Direct – Personal/ Telephone Calls
Sample size : 350
 Research Methodology(Cont.,)
 Sampling Design: -
Population: -
For the present study the population was the following Small car users;
Hyundai Santro

Tata Indica
Maruti Alto Other cars segment
Maruti Zen
Maruti Wagon R
Sampling Method: -
Stratified Random sampling method in Probability Sampling is used in
this study.
Sample Frame: - Consumer database lists
Sample size : - 350
 STATISTICAL TOOLS
To analyse the data the following tools
were applied:
     Percentage Analysis
     Chi square Test

Percentage Analysis Application: -

• Age Level
• Gender
• Educational Qualification
• Income Level of consumers
• Family Size
Percentage Analysis Application
• Usage level of the car in years
• Driving Kilometer per day
• Influencing Factors on purchase
• Advertisement Attractiveness
• Influencing Groups in purchasing
• Satisfaction Level on Service, Product
• Users Maintenance Handling System
• Brand loyalty level
• Level of recommendations
 Chi Square Application
(Santro and other cars)
 Relationship between age and consumer
perception
 Relationship between gender and
consumer perception
 Educational qualification and consumer
perception
 Monthly income and Consumer perception
 Family size and consumer perception.
 Usage Level and consumer perception.
 Findings of the study
(Percentage Analysis)
1. 34.2% of the respondents using Santro cars and 52.7% of the respondents using other
cars belong to age group of Above 40 years.
2. In Santro cars most of the respondents (61.6%) are Male and in other cars most of the
respondents (92.8%) are Female.
3. 84.9% of the respondents using Santro cars and 87.4% of the respondents using other
cars are married.
4. Santro cars most of the respondents (38.4%) are graduates, (38.4%) are Post
Graduates and in other cars most of the respondents (43.7%) are graduates.
5. In Santro cars most of the respondents (35.6%) are under the income category of Rs.
15001- 20000 and in other cars most of the respondents (28.8%) earning are in the
income range above Rs. 25000.
6. In Santro cars most of the respondents (46.6%) are having 4-5 members in their family
and in other cars most of the respondents (59.9%) are also having their family size of
4-5 members.
7. In Santro cars most of the respondents (38.4%) are using the car upto 3 years and in
other cars most of the respondents (40.1%) are using the car above 5 years.
8. In Santro cars most of the respondents (42.5%) are driving 25-50km per day and in
other cars most of the respondents (40.1%) are also driving 25-50 km per day.
 Findings of the study
(Percentage Analysis)
9. In Santro cars most of the respondents (19.4%) are influenced by performance and in
other cars most of the respondents (23.4%) are influenced by low maintenance cost.
10. In Santro cars most of the respondents (71.2%) are preferred the car by self and in
other cars most of the respondents (74.4%) are also preferred the car by self.
11. In Santro cars most of the respondents (68.5%) have seen the dealer’s advertisement
out of which and in other cars most of the respondents (64.3%) have not seen the
dealer’s advertisement.
12. In Santro cars most of the respondents (70.0%) have opined that the advertisement is
attractive and in other cars most of the respondents (58.5%) have opined as
attractive.
13. In Santro cars most of the respondents (60.3%) are high level perception and in other
cars most of the respondents (40.1%) are having medium level perception.
14. In Santro cars most of the respondents (97.3%) are going for scheduled maintenance
and in other cars most of the respondents (98.2%) are also going for scheduled
maintenance.
15. In Santro cars most of the respondents (64.8%) are getting their reminders of the
maintenance time through personal records and in other cars most of the respondents
(48.8%) are getting reminders of the maintenance time through automobile dealers.
 Findings of the study
(Percentage Analysis)

16. In Santro cars most of the respondents (68.5%) have opined that service is very good
and in other cars most of the respondents (61.7%) have opined that service is very
good.
17. In Santro cars most of the respondents (71.2%) are satisfied and in other cars most of
the respondents (76.6%) are also satisfied.
18. In Santro cars most of the respondents (69.9%) are brand loyal customers and in other
cars most of the respondents (67.9%) are also brand loyal.
19. In Santro cars most of the respondents (80.8%) are certainly recommended the product
to friends and relatives and in other cars most of the respondents (88.4%) are also
certainly recommended the product to their friends and relatives.
 Findings of the study
(Chi-square Analysis – Santro Cars)

1. There is close significant relationship between the Age and Customer

Perception towards Santro Cars.
2. There is close significant relationship between the Gender and Customer
Perception towards Santro Car.
3. There is close significant relationship between the Educational Qualification
and Customer Perception towards Santro Car.
4. There is close significant relationship between the Income Level and
Customer Perception towards Santro Cars.
5. There is close significant relationship between the family size and Customer
Perception towards Santro Cars.
6. There is close significant relationship between the usage period and
Customer Perception towards Santro Cars.
 Findings of the study
(Chi-square Analysis – Other Cars)

1. There is close significant relationship between the age and Customer

Perception towards Other Cars.
2. There is no significant relationship between the Gender and Customer
Perception towards other Cars.
3. There is close significant relationship between the Educational Qualification
and Customer Perception towards Other Cars.
4. There is close significant relationship between the Income Level and
Customer Perception towards Other Cars.
5. There is close significant relationship between the family size and Customer
Perception towards Other Cars.
6. There is close significant relationship between the using period and
Customer Perception towards Other Cars.
 Questionnaire
Respondent No.____________
1. Name :
2. Occupation :
3. Age :
4. Gender : a) Male b) Female
5. Educational qualification :
a) High School b) Graduate
c) Post Graduate d) Others____________
6. Monthly income level :
Under 15,000 15,001–20,000 20,001-25,000 25,000 & above
7. Marital status : a) Married b) Unmarried
8. How many people living in your home including yourself? ___________
9. Specify the brand of your car : _________________________________
10. How many years you are using this car?
a) Upto 3 years b) 4 - 5 years d) Above 5 years
 Questionnaire
11. How many kilometres on an average do you drive per day?
Less than 10 10 – 25 25 – 50 50 – 80 80 & above
12. What are the factors you considered while purchasing your car?
1. Price 6. Size
2. Brand Name 7. Mileage
3. Comfort 8. Performance
4. Safety 9. Maintenance Cost
5. Design 10. Others___________

13. Who influenced you to prefer this car particularly over the other brands?
a) Dealers b) Family members
c) Friends & Relatives d) Others (please specify)___________

14. Have you seen the Dealer’s advertisement of the Santro cars?
a) Yes b) No
 Questionnaire
If Yes, is the advertisement is attractive?
a) Highly attractive b) Attractive
c) Moderately attractive d) Not attractive
15. Why did you prefer this brand specifically over the other brands?
(Open Ended Question)
 Questionnaire
16. Please mark your opinion on the following aspects of your car

Very Very
S.No. Attributes High Moderate Low
High Low
1 Price

2 Quality

3 Safety

4 Interiors

5 Exteriors

6 Performance

7 Mileage

8 Comfort
Maintenance
9 Cost
 Questionnaire
17. When do you handle maintenance related automobile problems?
a) Through scheduled maintenance b) As problem arise
c) Postpone as long as possible d) Others (please specify)_____
17.1 If scheduled maintenance is done on your automobile, how do you keep track of what
has been done?
a)    a) Automobile Dealers Reminder b) Mechanic Shop reminders.
c) Personal Records d) Others (Please specify)_________
18. We are interested in your opinion about After Sales Service offered by the dealer to
your car?
a) Excellent b) Very good c) Average d) Below average
19. Are you satisfied with your car?
a) Very satisfied b) Satisfied c) Dissatisfied d) Highly dissatisfied
20. Will you recommend your car to your friends and relatives?
a) Certainly b) Uncertain c) Will not recommend
 Questionnaire
21. If you come across a new model/Variety from a competitor, will you switch over?
a) Yes b) No
22. Opinions and Suggestions about Santro
__________________________________________________________
___________________________________________________________
23. Address for communication
__________________________________________________________________
__________________________________________________________________
__________________________________________________________________
Tel No___________________________ Mob_______________________

Thank You