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DECLARATION
I, Mr ., of .College of Management, M.M.S hereby declare that I have
completed my project on Comparative analysis between in the academic
year.
The information submitted is true and original to the best of my knowledge.
Place: Mumbai
Date:
Navi Mumbai
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ACKNOWLEDGEMENT
It is my esteemed pleasure to present the management research project on
.. It is my gratification to present this Final Report, which is a part of
academic requirement for year ... Before I get into thick of the things, I would
like to express my warm gratitude towards all those who are the part of this
project in numerous ways..People who gave unending support right from the
stage the project idea was conceived.
I express my gratefulness to .. who is the director of our college, &
my faculty guide for the project, for giving me the opportunity to work on
this report; then .. who gave me chance to work on such a live project, Thanks
to my project guide at YMT College of Management who is the inspiring forceand have made sure that all facilities of Internet and updated books at the college
library are made available.
I also extend my indebtedness towards my Family, Friends & Respondents
who helped me complete the entire survey and also for sharing their precious time
with me for responding to my queries regarding the preparation of this project.
Finally, I thank .. College of Management, for giving me this
opportunity to explore and gain insight into areas of interest through Management
Research Project (MRP).
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CERTIFICATE
This is to certify that .. has completed the Management
Research Project on .. and submitted a report to .. College
of Management in partial fulfillment of the requirements of the
curriculam of MMS/MBA, Mumbai University for the year ended 2008-
09
Submitted to:
Faculty Guide Director
College of Management College of Management
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INTRODUCTION
Marketing is a total system of interacting business activities assigned to
plan, price, promote and distribute, wants satisfying products and services to
existing and potential customers.
The marketing concept is, market focused and customers oriented
coordinated marketing effort aimed at generating customer satisfaction, which in
turn is a key to achieve the organizational goals. The concept of consumer
satisfaction occupies pivotal position in marketing thought and practice.
Satisfaction is the major outcome of the marketing activity and services to link
process and culminating in purchase and consumption with the help of past
purchase phenomenon such as changes in attitude, repeat purchase and brand
loyalty.
Consumer behavior is not predictable. Consumer needs are dynamic;
therefore, he/she is always looking for something new to satisfy new needs. This
is the reason why the consumer satisfaction has emerged as a separate
research area of study since, the past few decades. The study has been
undertaken to determine CONSUMER SATISFACTION the research has been
taken up in analysis of CONSUMER SATISFACTION with reference to
HYUNDAI CARS in a customer driven, need based market.
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COMPANY PROFILE
Hyundai Motor India Limited (HMIL) is a wholly owned subsidiary of
Hyundai Motor Company, South Korea and is the second largest and the fastest
growing car manufacturer in India. HMIL presently markets 37 variants ofpassenger cars across segments. The Santro in the B segment, the Getz Prime,
i10 and the Premium hatchback i20 in the B+ segment, the Accent and the Verna
in the C segment, the Sonata Embera in the E segment and the Tucson in the
SUV segment.
Hyundai Motor India, continuing its tradition of being the fastest growing
passenger car manufacturer, registering total sales of 327,160 vehicles in the
calendar year (CY) 2007, an increase of 9.2 percent over CY 2006. In the
domestic market it clocked a growth of 7.6 percent as compared to 2006 with
200,412 units, while overseas sales grew by 11.8 percent, with exports of
126,748units.
HMIL's fully integrated state-of-the-art manufacturing plant near Chennai
boasts of the most advanced production, quality and testing capabilities in the
country. In continuation of its commitment to provide the Indian customer with
global technology, HMIL has set up its second plant, which produces an
additional 300,000 units per annum, raising HMIL's total production capacity to
600,000units per annum.
HMIL has invested to expand capacity in line with its positioning as HMC's
global export hub for compact cars. Apart from the expansion of productioncapacity, HMIL currently has 252 strong dealer network across India, which will
be further bolstered in 2009.
The year 2007 has been a significant year for Hyundai Motor India. It
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achieved a significant milestone by rolling out the fastest 400,000th export car.
Hyundai exports to over 95 countries globally; even as it plans to continue its
thrust in existing export markets, it is gearing up to step up its foray into new
markets. The year just ended also saw Hyundai Motor India attaining other
milestones with the launch of the i10 and yet another path-breaking record in its
young journey by rolling out the fastest 1,500,000th car.
Hyundai's new model i10 which made its global debut here in India in
October, 2007 made a clean sweep of all the 'Car of the Year 2008' awards from
the leading automotive magazines and TV channels like BS Motoring, CNBC-
TV18 AutoCar, NDTV Profit Car & Bike India and Overdrive magazine. The i10 is
also the choice of the discerning automotive media of the country as they
conferred the prestigious 'Indian Car of the Year' (ICOTY) award to the i10 as
well. The i10 bagged these awards on the basis of excellence in build quality,
handling, driver comfort, safety and ride quality.
The Santro and the Accent also received the 'TNS Voice of the
Customer - 2008' award for the Premium Compact Car (Santro) and the Entry
Mid size Car (Accent). In March 2008 it achieved yet another milestone by rolling
out the fastest 500,000th export car.
Last year, the Hyundai Verna bagged some of the most prestigious
awards starting with the title of "Car of the Year 2007" by India`s leading
automotive publication Overdrive, the Best Mid-size Car of the Year award by
the NDTV Profit Car & Bike India Awards 2007, the Best Value for Money Car
by the CNBC Autocar Auto awards and 'Performance Car of the Year 2007' from
Business Standard Motoring.
Hyundai cars have been a favorite at all awards ceremonies and have
always been winning awards. Our models like Sonata Embera won the
'Executive Car of The Year 2006' award from Business Standard Motoring
Magazine and NDTV Profit Car & Bike India declared the Tucson as the 'SUV of
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The Year 2006'. Not only this, HMIL has also been awarded the benchmark ISO
14001 certification for its sustainable environment management practices.
About HMC
Established in 1967, Hyundai Motor Co. has grown into the Hyundai-Kia
Automotive Group which was ranked as the worlds fifth-largest automaker in
2007 and includes over two dozen auto-related subsidiaries and affiliates.
Employing over 75,000 people worldwide, Hyundai Motor posted sales of
US$74.9 billion in 2007 on a consolidated-basis and US$32.8 billion on a non-
consolidated basis (using the average currency exchange of 929 won per US
dollar). Hyundai vehicles are sold in 193 countries through some 6,000
dealerships and showrooms.
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CHARACTERISTICS OF INDIAN MARKET
Philip Kotler has rightly said, Market may be defined as the
relationship between the consumer and the producer occurring at time and
place and a value mutually agreeable and acceptable to the concernedparties.
It is the responsibility of the marketing system to discover and serve the
market demands. It provides the vital link in connecting production (supply) and
consumption (demand). Optimum production and optimum consumption will
ensure a desired standard of living in an economy.
The standard of living of people in India is low. An increase in the
efficiency of the market operation can bring down the prices and thus, contribute
to an improved standard of living by bringing more goods with in reach of the
poorer section of the population.
Improved marketing productivity in India will not only add to the profits of
the company which makes as effort to achieve better marketing efficiency but will
also give inputs to the development of the country.
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RESEARCH DESIGN
A research design is a specification of method and procedures or
acquiring the information needed. It is the overall observational pattern or
framework of the projects that stipulates what information is to be collected, from
which sources, by what procedure.
I. STATEMENT OF THE PROBLEM
A passenger vehicle is a specialty good to the consumer and it also has
shopping goods characteristics. Mainly this product undergoes a lot of physical
and psychological evaluation before the purchase decision is made. This
product has a reference influence on the wire hence publicity advertisement is
importance. A brands for the sales growth to some extent depends on the
publicity and also reference influences. In developing a brand strategy, it is
required to know the level of satisfaction with a particular brand of car.
Here the reference is with HYUNDAI CARS hence the problem
identified is CONSUMER SATISFACTION WITH HYUNDAI CARS.
II. OBJECTIVE OF THE STUDY
The main objective of the study is to identify the consumer satisfaction with
Hyundai Cars.
To analysis the number and percentage of respondents owning Hyundai Car
on the basis of income, occupational level.
To analysis the percentage of respondents owning Hyundai on the basis of
the causes and sources of awareness.
To analysis the preference of Hyundai on the basis of price.
To analysis the result of consumer satisfaction on the basis of future
purchase and comparison of Hyundai with other brands.
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III. SCOPE OF THE STUDY
Scope covers only Hyundai owners. Their preference is on basis of
various factors and consumer satisfaction level is on basis of future purchase
and comparison with other brands. The survey is conducted at the companyservice center at Mumbai. The sample survey is taken for a number of 100
HYUNDAI customers.
IV. RESEARCH METHODOLOGY
A. Type of research is descriptive research by survey method.
B. Primary data is collected from the Hyundai owners and secondary datafrom company profile, brochures.
C. Sample Size: 100 consumers who own Hyundai cars. Collection Method:
personal.
D. Tool: a structural questionnaire was prepared to collect information
pertaining to the study. The questionnaire was administered to Hyundai
holders.
Primary data is collected directly by meeting the consumers who own Hyundai
Cars and the secondary data is collected by the company profile.
V. METHOD OF DATA ANALYSIS
The data collected were grouped into research characteristics and further
subjected to segmentation and then the scores were obtained by using tally bars.
The scores and percentage are presented in tables, graphs and charts. By
percentile inferences were drawn. Every table for each test is represented
through charts and graphs.
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VI. LIMITATIONS OF STUDY
1. The sample size is limited to 100 No of respondents, who represents the
population.
2. Because the information collected from the customers by meeting them at
company service centers, and at company free service camp during business
hours, or at the parking lot where they may or will be busy with some other
work, the information extracted would not be sufficient from the respondents.
3. The opinion now about Hyundai may not be the same after some says
because of new entrants.
4. The study is limitedto Mumbai city only.
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AT A1 HYUNDAI MOTOR, MUMBAI
CUSTOMER SATISFACTION COMES FIRST
1. Picking up and home delivery of service vehicles.
2. Drop back facility for service customers.
3. Mobile and breakdown service round the clock.
4. Customer complaint handling cell.
5. Do it yourself class for the customers once in a month.
6. 100% final inspection and analysis.
7. 100% post service follow-up and analysis.
8. Repeat job analysis.
9. Conducting free service camps for outstation customers every month.
10. 2 Years warranty at unlimited mileage.
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CHANGES AT WORKSHOP TO UPGRADE SERVICES
1. Pneumatic Tools on every alternative day.
2. User friendly tools trolleys.
3. Quick repair facility.
4. Car on Call door step pickup service.
5. Drop back facility for service customers.
6. Separate oil change days.
7. In house training facility.
8. Open on Sunday also.
9. Round the clock breakdown service.
10.Hyundai A1 service advisors and technicians.
a) The most important factor is that the quality of the service is good in A1
HYUNDAI MOTORS.
b) The labour charges are reasonable.
c) Facilities like delivery, service and repairs will be provided very quickly and
promptly.
d) Politeness toward the customers when attending their problem and analyzing
the problem of the vehicle.
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COMPARISON OF HYUNDAI WITH COMPETITORS
There is keen competition to HYUNDAI. The main competitors are
MARUTI, FORD, OPEL, HINDUSTAN MOTORES, HONDA, and GM.
HYUNDAI is perceived as a vehicle for own use.
HYUNDAI has more comfort, more spaciousness than their competitor
vehicle.
Looks of the HYUNDAI is very good, compared other vehicles.
Hyundai has the following promotional measures.
1. The sign boards and hoarding are kept all over the city.
2. Display the product in the showroom.
3. If a new vehicle is launched they display the vehicle at showroom.
Demonstration
If any melas, fairs is conducted in the city, then the vehicle kept for demo
and sale person will describe the vehicle and distribute the pamphlets and
catalogs.
Test Drive
Customer need to have test drive for newly introduced vehicle because he
wants to know the vehicle, so A1 Hyundai provides test drive to customer.
Customer Meet
Taking old customer into consideration, A1 Hyundai call for the customer meet, in
that, they discuss about the vehicle so they may buy the vehicle or they willadvice their friends, relatives or neighbours.
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Finance Scheme
Here the bank manager and non-banking financial institution will meet and
they will finance for vehicle at certain rate of interest. The finance is provided by
Hyundai Finance as well as banks.
FUNCTIONAL AREA ANALYSIS
The dealership include department which are controlled by respective
heads having well experienced and dynamic persons. The company has
established systems for its smooth operation in all departments.
DEPARTMENT OF THE COMPANY
1. Sales
2. Workshop or service
3. Spare parts.
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The Functions of these departments are as follows
1. Sales
After the loan process gets over the customer makes the payment to the
dealer and collects the vehicle of his choice along with all the relevant
documents. The vehicle is delivered to the customer after detailed pre delivery
inspection [PDI]. The customer is also advised to bring his vehicle regularly to
the workshop for services as specified in the operators services book.
2. Workshop or Service
Workshop or Service department is place where service and repairs have
been done for the HYUNDAI vehicles.
The main function of this department is to provide service to all HYUNDAI
vehicles. On an average basis the dealer attends 10-15 vehicles.
FUNCTIONS OF WORKSHOP
1. FREE DELIVERY
Every new vehicle before delivery is subjected to a detailed Check Up.
Important nuts and bolts are tightened again as per the recommended torque.
The entire electrical are checked. Change of all in the engine and other
aggregates are also done as specified for various HYUNDAI models. The
vehicle is attended for greasing.
2. FREE SERVICE:
The first four services including the PDI are attended with free on labour.
It is important on the part of the customer to attend these services failing which
the warranty will be null and void.
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3. SERVICES AND WARRANTY ON HYUNDAI
The company agrees to replace or repair any item / aggregate failed
before is expected life due to material defect, bad workmanship. The warranty
period for HYUNDAI is for two year [unlimited Kms]. However it is obligatory onthe part of the customer to bring his vehicle for the regular services. There is an
optional 3rd year warranty.
4. VEHICLE BREAK DOWN ATTENDANCE
The workshop also has a breakdown attending team headed by a
supervisor. In case of any failure of the vehicle in transit the team a deputes
experts to set right the defect and the vehicle will be brought to the workshop for
a detailed diagnosis in case of sudden break down the company gives the demo
vehicle to the customer.
5. ACCIDENT REPAIRS
All the spare parts have a number. It is codified based on codes they are
grouped and located systematically. The parts are stopped adequately based on
consumption. The recorder level is fixed for every item. Regularly the parts are
procured from HYUNDAI. The ABC analysis, Fast, Slow and Non-moving (FSN)
parts analysis is in the system. The parts are issued to the workshop on the
indents. The spare parts department also sells the parts across the counter.
They also do arrive in the market.
Labour Force
Every employee of the organization has to follow the rules and regulations
very strictly. There are skilled workers and efficient staff. These are important
assets of the organization.
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Recruitment
Recruitment is made by advertisement as well as scrutinizing and
interviewing the candidate. Recruitment is also based on experience of the
worker.
Training
In this company on the job training method is adopted to train the workers.
Wages and Salary Administration
Basic wages given to workers are fixed on the basis of minimum wages at
1948 and various types of allowances are provided to the workers as well as to
the office staff.
STRENGTH OF THE COMPANY
Separate showroom for cars.
Well equipped workshop with all infrastructural facilities.
Workshop is well supported by an organized spare parts division.
Their goodwill in the possess trained, sincere and efficient manpower to
encounter present market condition.
Established strong and transparent systems in all the departments.
We positional quality product.
Trained man power
Excellent marketing network for fixed coverage.
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FINDINGS AND ANALYZED DATA REPORT
I. ANALYSIS OF HYUNDAI CAR OWNERS ON THE BASIS OF THEIR AGE
GROUP.
Age Group Respondents
Upto 25 Years 10
26-35 Years 25
36-45 years 30
46-60 20
60 and above 15
Total 100
Car purchaser age group
10
25
30
20
15
0
5
10
15
20
25
30
Respondents
Upto 25 Years
26-35 Years
36-45 years
46-60
60 and above
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ANALYSIS:
The maximum buyers of Hyundai cars as per the survey shows that the
customers from the age group of 25-35 and 36-45.The people from age group
below 25 and above 60 are less buyers of the vehicle
INTREPRETATION & INFERENCES:
From the above we can infer that the respondents in the age group below 25 and
above 60 years are less in number because youngsters depend on their parents
who in turn prefer two wheelers and old aged people usually prefer luxury cars.
The age group i.e. from 26-35 will have started earning and the people at the
age group from 36-45, who are independent and are settled in the life and are
able to afford the expenses. So they are the majority buyers of the car.
II. ANALYSIS OF THE CAR BUYERS ON THE BASIS OF INCOME
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Annual Income Respondents
Upto 3,00,000 10
3,00,000 to 5,00,000 25
5,00,000 to 7,00,000 20
7,00,000 to 10,00,000 25
Above 10,00,000 20
10
25
20
25
20
0
5
10
15
20
25
Respondents
Upto 3,00,000
3,00,000 to
5,00,000
5,00,000 to
7,00,000
7,00,000 to10,00,000
Above10,00,000
ANALYSIS:
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From the table we see that the people from all income groups will preferably go
for Hyundai Cars segment.
We cant perfectly say because of their taste and preferences, and with
the higher income group, we can naturally expect that they prefer to buy luxurycars.
INTREPRETATION & INFERENCES:
Here the customers from the entire income group would like to buy Hyundai car.
The people with the income group of up to 3 lakh and 3-5 lakhs would like to buy
the small car like xing. But the people of income group from 5-7 and above would
like to buy the big segment car like accent.
III. REASON FOR PURCHASING THE HYUNDAI CARS
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Reason Respondents
Manufacturers reputation 30
Availability of service 40
Cost of the vehicle 20
Looks of the vehicle 10
30
10
20
40
Manufacturersreputation
Availability of
service
Cost of thevehicle
Looks of the
vehicle
ANALYASIS:
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From the above chart we can make out that most of the buyers say that they
have purchased the car because of the availability of service and manufacturing
reputation of the company and importance towards the cost of the vehicle as
well.
INTREPRETATION & INFERENCES:
From this we can make out that the company has created a Good Brand loyalty
among the customers and because of the luxury provided by the company
towards the vehicle and the good service facility available from the dealer side.
So people would like to buy the Hyundai cars because of the available facilities
and also due to the reputation which is gained by the manufacturer.
IV. AWARENESS ABOUT THE CAR
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Sources Respondents
Television Advertisement 35
Newspaper Advertisement 15
Friends and Relatives 45
Other Sources 5
Total 100
5
45
15
35Television
Advertisement
NewspaperAdvertisement
Friends andRelatives
Other Sources
ANALYSIS:
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From the above findings we can make out that FRIENDS AND RELATIVES i.e.
word of mouth publicity has made the Customers to purchase the Hyundai Cars
and also the Television Advertisement has play a major role in the purchase of
Hyundai Cars.
INTREPRETATION & INFERENCES:
Here we can see that the impact of friends and relatives and the role of media
publicity had played a major role in the purchase of Hyundai vehicles. The
satisfied Hyundai customers will recommend their friends and relatives to buy the
Hyundai car and the television advertisement will let the people to know about
the vehicle more.
V. HOW THE CAR IS BEING PURCHASED
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Mode of Purchase Respondents
Through Loan 60
Direct Payment 40
40
60
Through Loan
Direct Payment
ANALYSIS:
As per the findings from a group of 100 customers it has been found out that
60% of the people had purchased the vehicle by taking loans. Remaining 40% of
people through direct payment.
INTREPRETATION & INFERENCES:
Here most of customers have purchased the car through loans. So the company
should provide some good finance option by giving attractive finance schemesand good interest rates. So that it will help future customers for buying the cars.
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VI.OTHER PARAMETERS CONSIDERED WHILE PURCHASING THE
HYUNDAI CARS
Reason Respondents
Looks 10
Price 15
Colour 10
Engine Capacity 20
Pickup 30
Accessories 15
10
15
10
20
30
15
0
5
10
15
20
25
30
Respondents
LooksPrice
Colour
Engine Capacity
Pickup
Accessories
ANALYSIS:
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From the above table we can draw the information that the most of the people
give much preference to the pick up and engine capacity and also some
importance towards looks mileage etc.
INTREPRETATION & INFERENCES:
Since consumers consider more than one factor for buying a car. Most of them
have chosen because engine capacity, mileage, price, pickup because people of
our country are much aware about the value of the money. This car provides and
fulfills most of the needs like reasonably priced, good mileage, pick-up etc.
VII. CUSTOMER EXPERIENCE AT THE TIME OF PURCHASE OF THE CAR
Parameters Opinions
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Politeness of the dealer Satisfied
Availability of Information when asked Satisfied
Commitment of Delivery Satisfied
Cleanliness of the vehicle Satisfied
ANALYSIS:
From the above table we come to know that the experience of the customers with
the dealer was good in all aspects mentioned in the table at the time of purchase
of the car
INTREPRETATION & INFERENCES:
Here all the customers are satisfied with all the parameters. So it is better to
maintain the same or to improve on it. The dealer must not only be customer
caring at the time of purchase of the product but he must follow the same always
i.e. even after the sales of the product which helps for the long run of the
organization.
VIII. FURTHER PLANS OF THE CUSTOMERS TOWARDS NEW CAR
Car Respondents
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Hyundai 40
Opel 05
Hindustan Motors 10
Maruthi 10
Ford 15
Honda 20
40
5
10 10
15
20
05
10
15
20
25
30
35
40
Respondents
Hyundai
Opel
HindustanMotors
Maruthi
Ford
Honda
ANALYSIS:
From the above table we can draw the inference that the people are well satisfied
with the Hyundai car and when the survey is conducted, the
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people were asked about their future plan of purchasing new
vehicle. Maximum of them are preferring Hyundai vehicles.
INTREPRETATION & INFERENCES:
Here when the customers were asked about their future car most of them opted
toward Hyundai. This shows there brand loyal toward the company and their faith
toward the company. we find that the Hyundai car is ranked as top most position,
with such a good percentage we can easily make out that Hyundai Cars is liked
by most of the people. The organization must keep on conducting the surveys,
should identify the needs of the customer and it should try to fulfill them for its
long run and to retain the market share. When the surveys is conducted the
information drawn is if the Hyundai Customers planning go for a new car he isonce again back to Hyundai with more luxury and good features, which have
satisfied him.
IX. PURPOSE OF THE CAR
Purpose of Use Respondents
Own use 75
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Company use 20
Taxi Service 05
75
20
5
Own use
Company use
Taxi Serv ice
ANALYSIS:
Of the 100 respondents 75% of them say that the vehicle is used for OWN USEand only 20% use for company purpose and 5% for Taxi purpose.
INTREPRETATION & INFERENCES:
From this we can say that the car is purchased more than 70% for OWN USE
25% for company use and 5% for taxi services. This shows that the Hyundai cars
are purchased to make use for own purpose not for the commercial purpose. So
the Hyundai vehicles are termed as complete family vehicle with required family
comforts and luxuries.
X. OPINION ABOUT THE PRICE OF THE CAR BY THE CUSTOMER
Price Rated Respondents
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Highly priced 12
Reasonably priced 74
Approximately priced 14
Below level Priced 0
12
74
14
00
10
20
30
40
50
60
70
80
Respondents
Highly priced
Reasonably
priced
Approximately
priced
Below level
Priced
ANALYSIS:
From the above table we can draw the inference that the pricing of the car is well
accepted by the customers. 74% of them say that Hyundai Car is reasonably
priced.
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INTREPRETATION & INFERENCES:
From the above we can say that the price of Hyundai cars is reasonably priced
the customers have accepted the price and the customers are
satisfied from the price of the Hyundai cars. So the company
should maintain the price any try to reduce the price to slight
extent if possible.
XI. OCCUPATION OF THE HYUNDAI CAR OWNERS:
Occupation Respondents
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Government 10
Professionals 40
Business 30
Housewife 10
Retired 10
10
40
30
10 10
0
5
10
15
20
25
3035
40
Respondents
Government
Professionals
Business
Housewife
Retired
ANALYSIS:
From the above table we can make out that the Hyundai car buyers are more in
number from the Business Group as well as professionals.
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INTREPRETATION & INFERENCES:
Here most of the Hyundai car customers are from professional back ground and
business background. so they opt for the luxury and good performed vehicles.
Hyundai cars has satisfied all there needs and demands. So all the customers
are satisfied about the vehicle From this we can make out that business people
and professionals have more buying power compared to other occupational
groups.
XII. PERFORMANCE RANKED BY THE CUSTOMER
Performance Highly satisfied Satisfied Dissatisfied
Pick-up 30 58 12
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Interior 6 60 34
Mileage 20 60 20
Road Handling 42 40 18
Comfort 34 40 26
Visibility 22 54 24
Service Backup 56 30 14
0
10
20
30
40
50
60
Highly
satisfied
Satisfied Dis-
satisfied
Pick-up
Interior
Mileage
Road Handling
Comfort
Visibility
Service Backup
ANALYSIS:
From the table we can make out that most of the Hyundai car customers are
satisfied about the performance of pickup, mileage, interior, Road handling,
comfort, visibility, service.
INTREPRETATION & INFERENCES:
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From the above we can say that some Hyundai customers are highly satisfied
with all the features, mileage, pick up, visibility, road handling etc. but still we can
find that there are customers showing their dissatisfaction whom the organization
cant neglect. Hence the organization must try to make the dissatisfied
customers to get satisfied or else their opinion may directly or indirectly affects
the organization
XIII. HYNDAI CAR RESPONDENTS ACCORDING TO THEIR MARITAL
STATUS:
Marital Status Respondents
Married 70
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Unmarried 30
ANALYSIS:
According to the
above table the
maximum
Hyundai car
owners fall
under the
segment of married the 70% of them are married and 30%of them fall under the
segment of unmarried people.
INTREPRETATION & INFERENCES:
Here as much Hyundai car owners fall under the married segment, it is termed as
complete family vehicle and comfortable vehicle. so the company should try to
maintain or improve the quality and luxury of the vehicle which should fit forcomplete family luxury.
SUMMARY OF FINDINGS
1. In the analysis of consumer satisfaction with Hyundai cars 100 consumers
were interviewed who are Hyundai car owners.
2. The car owners were interviewed at A1 Hyundai Authorized Dealers of
Hyundai cars, at the company service station. The 90% of the data that hasbeen collected is of primary data.
3. Respondents were segmented on the basis of Income, Occupation, Price,
Causes, Source of awareness, Comparative analysis with other brands.
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30
70
MARRIED
UNMARRIED
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4. As per Income group maximum percentage of Hyundai Car owners are in the
Income group of 3-5 lakhs and above.
5. As per Occupation group 40% are professional, 30% are business owners,
10% are government employees.
6. When the cause was analyzed behind the purchase of Hyundai car it was
found that the Hyundai car had purchased because of Manufacturers
reputation and availability of services.
7. When the source of awareness was analyzed, it was found that the
awareness of the car more from Friends and Relatives and also from T.V.
ads.
8. Customer feels that the Hyundai car is reasonably priced.
9. On the basis of comparison Hyundai car with its competitors like Honda, Ford,
Hindustan Motors, Maruti etc. with respect to the market where the survey
was conducted as per the information we have got we can say that 45% of
them are satisfied with the performance they had expected from the Hyundai
Car.
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SOME OF THE PROBLEMS FACED BY THE CUSTOMERS
Body got junked in a span of just 2 years.
They are not getting constant Mileage.
The fuel guage not working properly sometimes.
Horn sound is not that much loud for High-way.
Mechanics not diagnosing the actual problem, servicing on trial and error
basis.
The tyre was replaced at 30,000 kms.
Problem in the central locking of accent.
Often starting problem and problem in hand brake.
What the marketer should do?
Attend the complaints quickly and responsively.
Make everything easy and possible for the customers to complain by
welcoming the customer complaints.
Dont make any delay.
Conduct a customer satisfaction survey periodically.
Insist on customer feedback.
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CONCLUSION
From the findings and analysis it is clear that Hyundai Car is highly preferred
when compared to the other brands of car in the same segment.
With the analysis through the survey conducted in Mumbai on the consumer
satisfaction of Hyundai Car, the findings and analysis shows that 80% of the
consumers are happy with the product performance and also sales service and
rest 20% of them says that they are dissatisfied.
Since each customer is like an asset for an organization the company should try
to improve in the area of dissatisfaction.
We know that getting new customer is double the cost of retaining the old
customer so the company should focus on retaining the old customers whom an
in the future purchase the product or recommend others to purchase the product.
Thus they help directly or indirectly for the product sale.
Change is the only think to retain and attract the customers so the company
should identify the needs and dry to fulfill them.
Finally we conclude the Hyundai is MORE POWER, MORE FUN car which is a
complete family car and is accepted by most of them and it gives consumer
satisfaction as per study undertaken.
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SUGGESTIONS AND RECOMMENDATIONS
1. Establish more service centers and provide the best service.
2. Spare parts should be made available at lower rate.
3. Improve service and train the service personnel. After sales service is a very
important factor in case of automobile sector which may induce buying or stop
people from buying the particular brand of vehicle.
4. Improve high-way horn and reverse horn.
5. Introduce more colours in Accent.
6. Reduce some bit in the price of Xing.
7. Improve crash safety in all the Hyundai vehicles.
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BIBLIOGRAPHY
MARKETING MANAGEMENT BY PHILIP KOTLER
HYUNDAI COMPANY MANUALS,CATALOGS
www.hyundai.co.in
http://www.hyundai-motor.com/
www.autoindia.com
www.overdrive.com
http://www.hyundai-motor.com/http://www.hyundai-motor.com/http://www.autoindia.com/http://www.overdrive.com/http://www.hyundai-motor.com/http://www.autoindia.com/http://www.overdrive.com/