Exploring the factors which impact the

purchasing patterns and creating

positive word of mouth towards
Hyundai ‘Elantra’
Our Team (add pictures of group members
with their names)
Agenda
• Background of the study
• KBQ
• Research Objectives
• Research Methodology
• Target Audience
• Data collection Method And Instrument
• Sample Split
• Timeline
• Budget
Background of the Study
• The Hyundai Motor, commonly known as Hyundai is a South Korean
multinational automotive manufacturer headquartered in Seoul.
• Hyundai operates in 193 different countries and has over 75000 employed
all over the world.
• Hyundai has returned to Pakistan in 2017 through the joint venture with
Nishat groups.
• Hyundai manufactures cars which are categorized into six broad categories
i.e. Sedan, Hybrid, SUV, MPV/Van, commercial and Global Vehicles.
• Hyundai Pakistan has currently launched few vehicles in Pakistan which are
Elantra, Sonata (both belongs to Sedan category) and Tucson (belongs to
SUV category).
KBQ
• The problem proposed by the Hyundai Pakistan revolves around the
marketing strategies to increase the product awareness and positive word
of mouth of Elantra.
• comprehend factors that hamper buying Elantra with the right target
audience. The target audience and direct competitors of Elantra are
Corolla Altis 1.8, Corolla Grande 1.8 and Civic 1.8. Further the research
will explore the role of social media in the purchasing patterns of Elantra
such as; bloggers, Vloggers, Youtube etc.
• This research will help the organization to increase the sales by exploring
the campaigns which will promote the product in the market and creates
awareness among the target audience.
Research Objectives
• To investigate the level of product awareness amongst the target
audience.
• To explore the factors that impact the purchasing patterns of Hyundai
Elantra.
• To comprehend the role of social media in buying behaviour of
customers.
• To investigate the marketing campaigns and perception of Elantra and
its direct competitors.
• To measure the customer satisfaction and recommendation to friends
and family
Research Methodology
• Qualitative
• screening process through which the credibility of respondents was
identified.
• IDI were conducted through moderator, based on designed discussion
guideline after the approval from the client.
 Target Audience
DEMOGRAPHIC
Gender male
Age 20-45
Occupation Studentss(influencers), working class, High executives(business
class)
Life Cycle Stage Young & Adults

BEHAVIORAL
Occassion  
Benefits Sought Status Symbol

GEOGRAPHIC
Country Pakistan
City Karachi
Language Urdu, English
Climate Hot & Humid

PSYCHOGRAPHIC
Personality Flaunt
Social Class A+(determined through SEC Grid)
Interests and Opinions Social Media
Data collection method and Instrument
Method
• IDIs – 20 mins each
Instrument
• Discussion Guideline
Sampling Technique
• non probability convenience sampling
Sample Split Table
Area Owners of Elantra Owners of Civic Owners of Altis Owners of Grande

North Nazimabad 2 2    

Gulshan 1     1

Clifton 2      

DHA 2 2   2

Total      
Timeline
Week
Activities
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16
Selection/Approval of Research topic
Collection of background Information
Collection of Industry Review
Proposal writing
Mid Term-review
Discussion Guideline development
Pilot testing
Field work ( conducting IDI's)
Transcript Editing
Data Analysis
Report writing and Presentation
Budget

Particulars Cost

Transportation/Fuel Rs. 10,000

Printing Rs. 3,000

Miscellaneous Rs. 5,000

Total Rs. 18,000/-