Hyundai Cars1

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.NEED FOR STUDY

Every dimension of market orientation emphasis the ability of intermediaries in order to continuously sense and act on the events and trends in present and prospective markets. Todays highly sophisticated life makes the marketer to know the pulse of the market. If companies want to survive in the competitive market they have to identify the needs of the customer and try to fulfill them.

A market study is a snap shot at a point of time; this is because the need of consumer is dynamic. Therefore he/she is always looking for something new to be satisfied.

K.L.E SOCIETYS ACADEMY OF BUSINESS MANAGEMENT

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The last few decades have seen companies operating in a highly competitive environment. The economy is referred to as CUSTOMER DRIVEN With firms allowing to customers to dictate specifications and quality standards and also working out corporate strategies evolve around the consumer. However this is not an easy task because the consumers are moving market and each consumer behaves uniquely at the market place. The ultimate success of any marketing program will depend upon the way the consumer behaves and whether his/her behavior is indicative of acceptance of the product or services offering from the firms. 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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CORE CONCEPTS OF MARKETINGMarketing is defined as a Social and Managerial process by which individuals and groups obtain what they need and want through creating, offering and exchanging products value with others ---- PHILIP KOTLER

The above definition of market rest on the following concepts:A NEED is a state of felt deprivation of some basic satisfaction.

WANTS are desires for specific satisfiers of these deeper needs.

DEMANDS are desires for specified products that are backed up by an ability and willingness to buy them. Wants become demands when they are backed up by purchasing power.

PRODUCTS are a bundle of utility that can be offered to a market of attention, acquisition, use or consumption that might satisfy a need or a want.


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VALUE is the customers estimate of this products overall capacity to satisfy his or her needs, that is it a bundle of benefits, customer expect from a given product or service.

COST of the product depends on the customers value. The closeness of a product to an ideal product determines the cost of the product to the customers value.


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CONCEPTS OF MARKETING

Since the industrial revolution, business management has undergone six district concepts of marketing.

1. The Exchange Orientation.

2. The Product Orientation.

3. The Production Orientation.

4. The Sales orientation.

5. The Marketing Concepts.

6. Social Marketing Concept.


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1.

The Exchange Orientation :-

Marketing does involve exchange of a product between a seller and a buyer usually based on money. But modern marketing is not merely an exchange operation. Marketing has now a much wider connotation it covers search of unmet customer wants formulation of marketing strategies, marketing mix, creative selling and advertising, serving the customer and so on. All these other vital ingredients of marketing are conveniently forgotten in exchange oriented marketing approach.

The Product Orientation:Management firmly believes that if the product has superb features, quality and performance customer response is bound to be favorable and all promotion efforts are needless. This was the marketing philosophy till 1930. Over emphasis on product excellence may lead a marketer to ignore many other aspects of customer needs and desires. Customers for whom the product is meant may be ignored. This is called the phenomenon of marketing myopia or short sightedness.


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2.

The Production Orientation:Company sells what it can make. The focus is on performance and

cost. The product line is usually narrow. The price is based on production and distribution cost. Technical research enables product improvement and cost cutting in the production process. Packaging is expected to protect the product and minimize costs. Credit is regarded as necessary evil. The producer is interested only to minimize bad debt losses. Promotion is adopted only to give emphasis on product features, quality and price. This concept can work only in a sellers market it fails to retain market under keen competition. Japanese and European cars captured American luxury car market around 1980.

SATISFACTION is the level of the person, felt state resulting from comparing a product perceived performance in relations to a persons expectations.

EXCHANGE is the act of obtaining a desired product from someone by offering something in return.


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TRANSACTION consists of all the potential customers sharing particular need and want that might be willing and able to engage in exchange to satisfy that need or want.

MARKETING is the process of exchange of goods and service from the provider to the consumer. This involves Advertising, Publicity, promotion, pricing, sales and distribution of goods and services. Marketing also involves market analysis to define the market.

MARKETER is someone seeking resources from someone else and willing to offer something of value in exchange.

3. The Sales Orientation.Buyers market for money commodities brought about salesdistribution marketing. It points out that a company cannot secure enough customer response to its products without high-pressure salesmanship, aggressive advertising and intensive sales promotion. Sales Orientation gives emphasis is on inquiring sales volume even at the cost of consumer satisfaction and service. Many marketers adopt this approach in selling unsought or unwanted goods. The sellingK.L.E SOCIETYS ACADEMY OF BUSINESS MANAGEMENT 8

concept is found in the sale of books insurance and also in auto sales. We also have selling concept at the time of elections faithfully followed by all political parties. Sales Orientation also exhibits marketing.

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The Marketing Concept:-

When a marketer adopts a market oriented business philosophy the guiding principle becomes it is more effective to make what customer wants to buy than to sell them what a marketer wants to make or sell . Thus, planning and co-ordination of all company activities rotate around the primary goal of satisfying customer needs. The marketing concept is defined as a customer oriented philosophy duly integrated and implemented through the entire organisation in order to serve customers better than competitors and hereby ensure sustained growth and prosperity. It was introduced in marketing approach points out that the primary task of a business enterprise is to study needs, desires and values of the potential customers, and on the basis of latest and accurate knowledge of market demand, the enterprise must produce and after the products which will give the desired satisfaction and service to the customers { much better than its competitors }.


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BUYING MOTIVESMotives can be a strong desire, feeling, a drive, a stimulus or Emotions, which plays a role in the customers decision to a purchase a product or service. A customer purchase a particular product or service because of a strong inner feeling or force which insist him to have a possession of the same. DEFINATION OF BUYING MOTIVE All the desire, considerations and impulses which includes a buyer to purchase a given product Prof D.J.Duncan, Those influences which provide the impulse to buy, induce action or determine the choice on the purchase of goods and service.


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BUYING MOTIVES

PRODUCT MOTIVES

PATRONAGE MOTIVES

PRODUCT MOTIVES : The impulse, considerations and desires a persons to be truly inclined to purchase a particular product is called PRODUCT MOTIVES. PRODUCT MOTIVES

EMOTIONAL PRODUCT MOTIVE Are those impulses which Persuade a consumer to purchase A product spontaneously and without Fore thinking regarding the Consequences of the decision. Evaluation of pros and cons of Decision is not found. Heart rules over mind and appeals To buyers sense of ego, displays Status

RATIONAL PRODUCT MOTIVE Involves careful reasoning logical analysis of trend purchase.

He will think on the line Of the following. Purpose of the product various alternatives available. e.g. for purchase of furniture {Suitability, durability, 11


Economy,} is considered.

But some product motives can be a mixture of emotional and rationality.

Patronage buying motiveWhy do buyers purchase from certain specific shape? What are the factors, which persuades the buyer to do play such store patronage?

PATRONAGE MOTIVES

EMOTIONAL PATRONAGE MOTIVE Are those impulses which Motivates buyer to purchase from Specific shops There may be no logical reasoning behind the decision and could be merely based on the subjective reasons. There may be a urge to gain social recognition or to imitate others which make him/her to buy or patronize a specific shop.

RATIONAL PATRONAGE MOTIVE If the buyer solicits a particular shop after following a logical reasoning of the mind, it is Called PATRONAGE MOTIVES He/she chooses a shop, due to services offered like variety stocks The latest designs gives prompts delivery assures good after sales services.


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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 concerned parties. 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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THE STRUCTUERE OF INDIAN MARKET IS AS FOLLOWS. (Lakhs)

Years2005-06 2000-01 1994-95

Destitute17 24 35

Aspirants33 32 48

Climbers78 66 48

Consuming Very rich Class75 55 29 06 03 01

Source: BUSINESS INDIA (projection based on NCAER research)

Except for a few products there is generally little effective competition on the market. Very few brands are available and because of this, there is strong brand loyalty in India. The consumers are very conservative and hesitate to try new brands. To a large extent they are also ignorant about other brands. There is also lack of infrastructure. A prerequisite of customer driven marketing is that it establishes relationships before or during the sales process and then continues to recognize that given the level of product quality on-going sales will prosper so long as a relationship is satisfactory. Poor sales often are being on the most obvious result of a poor relationship.


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MEANING OF SATISFACTION: Whether the buyer is satisfied after purchase depends on the offers performance in relation to the buyers expectations. In general: SATISFACTION

is a persons feelings of pleasure or

disappointment resulting from comparing a products perceived performance (out come) in relation to his or her expectations. Satisfaction is a function of perceived performance and expectations. If the performance falls short of the expectations the customer is dissatisfied. If the performance matches the expectations the customers is satisfied. If the performance exceeds expectations the customer is highly satisfied or delighted. Many companies are aiming for high satisfaction because customers who are just satisfied still find it easy to switch when a better offer comes along. Those who are highly satisfied are much ready to switch. High satisfaction or delight creates an emotional affinity with the brand, not just a rational preference. The result is high customer loyalty. How do buyers form their expectations ? Their expectations are influenced by their past buying experience, friends and associates advice, and marketers and competitors information and promises. If marketers raise expectations too high the customer is likely to be disappointed. Some of todays most successful companies are raising expectations and delivering performance to match. These companies are aiming for TCSTotal Customer Satisfaction. XEROX, for example, guarantees total satisfaction and will replace at its expenses any dissatisfied customersK.L.E SOCIETYS ACADEMY OF BUSINESS MANAGEMENT 15

equipment for a period of three years of purchase. Cigna advertises well never be 100% satisfied until you are, too. And one of Hondas ads says: One reason our customer so satisfied is that we arent. Cautions in Measuring Customer Satisfaction: When customer rate their satisfaction with an element of the companys performance say, the company needs to recognize that how the customer define good delivery. For a customer a good delivery may, on time delivery, order completeness and so on. Yet of the company had to spell out every element in detail. The company must also recognize that two customers can report being highly satisfied for different reason. Only may be easily satisfied most of the time and the other but was pleased on this occasion. Companies should also know that managers and sales people can manipulate their ratings on customer satisfaction. They can be especially nice to customers just before the survey. Another danger is company will go out of the way to please customers, some customers may express high satisfaction classification (even of satisfied) in order to receive more concessions. CONSUMER SATISFACTION / DISSATISFACTION Satisfaction is the expected outcome. It signifies a confirmation that

performance of the chosen alternative is consistent with its prior belief and expectations and dissatisfaction on the other hand signifies on absence of such conformation. However satisfaction / dissatisfaction is not an emotion.


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The evaluation of the emotion is done on the basis of expectation made by the consumer prior to the purchase. These expectations may be: Nature and performance of product or service Costs and effort spent before obtaining the product Social benefits or costs accrued to the customers With these three expectations emotion is evaluated.

How customer satisfaction are measured:

Prior product brand experience Expectations of how the Brand should perform Evaluation of the performance

Evaluation of the discrepancy and Expectation and performance Expectancy conformation

Dissatisfaction Performance fails to Meet expectations

Satisfaction Performance surpasses the expectations.


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Factors leading to satisfaction / dissatisfaction Occasional use of brand / product. Cost / investment involved in choice making. Number of out come and their desirability. Prior experience of the product / brand. PERSONAL expectations and norms. Group expectations and norms. Cultural norms. Out comes endurance the duration for which the outcome persists. Time lag between the choice and use of the products.

RESPONSE OF DISSASTISIFED CUSTOMER DISSATISFACTION may lead to

Discontinuing Purchase Patronage

Negative word of mouth

Formal complaints to intervention Agencies

Seeking redress legal from customers Action


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GLANCE AT THE NOTE OF CONSUMERSATISFACTION: The only job security anybody has in a company comes from quality, productivity and satisfied consumers. Satisfaction is the level of a persons felt state resulting from comparing a products perceived performance in relation to the persons expectations. The satisfaction level is a function of the difference between the perceived performance and expectations. A customer could experience one of the three broad levels of satisfaction. If the performance falls short of expectations, the customer is dissatisfied. If the performance matches the expectations, the customer is satisfied. If the performance exceeds expectations, the customer is delighted. Expectations are formed on the basis of the buyers past buying experience, friends and reference groups, marketer and competitors information and promises. A company must not conclude that it can get full picture of consumer satisfaction and dissatisfaction by simply running a complaint are suggestion box. Instead, it has to conduct surveys, survey to rate consumer satisfaction through questionnaires, telephone calls, mails and door-to-door surveys and take proper corrective measures. Consumer satisfaction is the complete picture of the product accepted by the consumer.K.L.E SOCIETYS ACADEMY OF BUSINESS MANAGEMENT 19

RESEARCH DESIGN


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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.K.L.E SOCIETYS ACADEMY OF BUSINESS MANAGEMENT 21

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.

III. SCOPE OF THE STUDY: Scope covers only Hyundai owners. Their preferences 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 company service center at Banglore. The sample survey is taken for a number of 100HYUNDAI customers.


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IV. RESEARCH METHODOLOGY: A. Type of research is descriptive research by survey method. B. Primary data is collected from the Hyundai owners and secondary data from 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. 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. The questionnaire was administered to

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 Nos of respondents, who represents the population. 2. Because the information collected from the customers by meeting them at their working places, company service centers , during the 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 conducted for a period of 3-4 months 5. The knowledge of the person doing the project is of graduation level only. 6. The study is limited to Bangalore city only.


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COMPANY PROFILE


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THE AUTOMOBILE SECTOR: The demand for Indian goods and services during the year exceeded expectations. brands. The automobile sector had its best year ever, while commercial sales remained strong through out the years, the passengers car segment saw record sales level. Consumer demand was for the filled by the excitement over the foreign cars, which were been introduced, and the Indian consumers for the first had a real change to choose. The increased demand was met through high levels of production of domestic products and also the availability of international

THE NEED FOR CRUCIAL INFRASTRUCTURE Despite what may happen in the short term, there is sufficient ground to believe that India will continue to have an encouraging of industrial activity and a correspondingly healthy consumer demand in future demands. The requirements of passengers cars or passenger is expected to grow substantially. The limiting factor will continue to be the level of supporting infrastructure in the form of powers, roads and communications.K.L.E SOCIETYS ACADEMY OF BUSINESS MANAGEMENT 26

The national infrastructure has woefully lagged behind the pace of industrial growth and in many areas of country; industries have been limping, due to the in adequacy of the support to this crucial aspect of Indias development. The important of realistically up grading the national infrastructures to internationally acceptable standards should transcend all interests or subjective consideration. Hyundai the Korean company is out with different range of cars. Here we are out with B segment car Santro. The No.1 driving pleasure on Indian Roads, Santros wining technology is now making waves across the world. Hyundai India recently flagged off Santros consignment to Algeria, Indonesia, Sri Lanka, Pakistan, and Nepal and to the Hyundais motherland Korea.

This is for the first time in Indian automobiles history that an international product was first launched in India and then taken across continents. The debut has been a phenomenal phase of the success for Santro with its international looks, technology and service; Santro will continue to rule hearts for years to come SANTRO BORN TO LEAD: SANTRO means Safety AffordabilityK.L.E SOCIETYS ACADEMY OF BUSINESS MANAGEMENT 27

Nascent Technology Ruggedness Opulence SANTRO means Car for India in Greek language Its the small car with Avant-grade tall boy design. Its spacious, stylish, powerful, versatile, safe economic, and justly rightly priced. It is the small complete family car. No surprises within just one full year of operation, Santro has not only made Hyundai the second largest car market in India, but has won millions of hearts across the world. Making the foray of Hyundai in the Indian automobiles market. Santro was launched in October 1998. And then began a success story par excellence, within three months of the launch, Santro sales crossed the 10,000 mark and in next 16 months, it crossed 1 lakh-creating record in the history of Indian automobiles industry by being the fastest to reach the milestone. Last November Santros customer base expanded to 1.5 Lakhs. With the popular campaign was initiated Hyundais buying a Santro, but goes on for life. long-term

relationship with Indian customers. A relationship that does not end with Each Santro is the result of painstaking efforts of Hyundai family to ensure quality that lasts for life. At present Hyundai has 100 service stations and more than 1,50,000 delighted customers already. Customer Satisfaction is not the end but the means to innovate further. Constantly listening to customers changing needs enables HyundaiK.L.E SOCIETYS ACADEMY OF BUSINESS MANAGEMENT 28

to continue giving more value to them by introducing newer technology and designs. An outcome of this pursuit was the Santro Zip Drive, a stylish Santro avatar with power steering so that now its customers Dont drive Just Zip. The rewards of listening have started to show for Santro and Hyundai. In recently conducted JD Power Asia Pacific Initial Quality Study (IQS) and APPEAL (Automatic Performance, Execution and Layout) study, the Santro emerged as the top quality, top APPEAL car in the small car segment based on actual responses from Hyundai customers in India. The JD Power Asia Pacific that conducts customer satisfaction research on various parameters like quality, after sales service, APPEAL, in addition to consulting in the automobiles, ranked Santro the top quality car in the small car segment. Amongst the new car buyers, the evolving Indian customers have given the highest quality rating to the Santro in the Initial Quality Study (IQS). Close to the Santro was its company cousin the Accent that was ranked the second best quality car in the mid-size segment. This result was arrived following a study that examined initial vehicle quality at three to five months of ownership. HMIL SALES: UP FURTHER UP: Santro is the small car sales in India. Hyundai the manufacturer of Santro is not only the second largest manufacturer of passenger cars, but also the market leader in small and mid-size segments. Having crossed the previous year (Jan-Dec.) sale of 58,629 units in only 12 months, HMIL took a big leap during the same period in the year 2000 by selling a record of 85,K.L.E SOCIETYS ACADEMY OF BUSINESS MANAGEMENT 29

448 cars; this is close to 42% growth over the last years performances. Santro occupied the leaders position with the sale of 68,606 units, while 16,842 units of Accent were sold. Santro, the first offering from Koreas largest car manufacturer, had earlier set a record for the fastest sale of 50,000 units, achieved in just less than 50 weeks, since its launch in India. The car repeated this feat with the fastest sale of 1,00,000 units in about 19 months. HMIL enters the New Year with a commitment to further growth riding on a high level of customer satisfaction and produces quality; Hyundai Motor India is targeting a new mask in car sales in the Indian market. November 29, 2000 was another big day for Hyundai Motor India Limited when 1,50,000th car rolled out of its Chennai plant. The production volume of 1,50,000 car was achieved in just over two years time, making it one of the fastest in the history of the Indian automobiles industry and possibly a record in itself. Hyundais current offerings Santro and Accent have become preferred choice of customers, as reflected in the year 2000. JD Power Initial Quality Study (IQS) and APPEAL ratings. The success of Hyundai cars lies in the introduction of advance technology that has redefined quality and satisfaction level among customers. Backed by this high level of customer satisfaction, Hyundai Motor India exhibited an excellent growth performance in the year 2000.


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A PEOPLES COMPANY CUSTOMER SATISFACTION & EMPLOYEES WELFARE Hyundai offers a rewarding career for our 47,000 plus associates; the most meaningful measure of our success is the satisfaction of a rewarding career at Hyundai and the opportunity to reap the fruits of our growth through enhanced benefit programs such as our housing assistants program, opportunities for advanced educational and training. Customer satisfaction and employee welfare, by introducing a steady stream of innovative services, Hyundai is closely in tune with the changing needs of the customer. 1. Green Service: The latest campaign to increase customer satisfaction, strives for perfection, punctually, hospitality and neatness. 2. One-Cell Service: To maximum customer convenience, the company recently introduced One-Cell Service which provides round-the-clock service and advice on all matters relating to automotive ownership. And its just a phone call away.


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Theres a lot more to Hyundai than just cars. . Were peoples company.

We strive to set the standard for corporate civic-mindedness through a variety of philanthropic programs: National Childrens Painting Content Intensive foreign language training courses Enlarging the national automotive engineering knowledge base Sponsoring a wide range of community activities.

Hyundai exceeds annual sales target of 52,000 units in 11 months by selling 6301 units in November 99. Rate of growth of 40% in April-June 1999 quarter [12,684 sales] over Jan-March 1999 quarter [9,200 sales]. Chennai plant to go into 2nd shift production to step up production

volumes and reduce customer waiting period. April 27th, 2000 The 100,000th car rolled out of the Hyundai Motor factory at Irrangattukottai near Chennai on April 27th, thus achieving the fastest market penetration in the history of the Indian automobile industry.K.L.E SOCIETYS ACADEMY OF BUSINESS MANAGEMENT 32

March 31, 2000 HYUNDAI MOTOR INDIA POSTS Rs. 2,310 Crores Turnover for 1999-2000. Hyundai Motor India Ltd., the countrys 2nd largest car manufacturer as registered a total sales turnover of Rs.2,310 Crores in the financial year ended March 31, 2000, which reflects a growth of about 355.6% over the sales turnover of Rs.507 crores achieved in the previous financial year. The aggregate sales for the financial year 1999-2000 stood at 75,661 units registering a 328.7% sales growth over 17,647 units sold a fiscal year ended March 31, 1999. The company notched up total sales of 6,209 units of the Accent and 6,418 units of the Santro for the month of March, thus grossing cumulative of 93,312 units of Accent and the Santro in the country as on March 31, 2000. The sales for the month April 2000 stood at 1,720 units of Accent and 5,603 units of Santro. January 2000 Hyundai Motor India begins the new millennium in style Hyundai Motor India, the countrys 2nd largest car manufacturer, began the Year 2000 with great success as both its car Santro and Accent become the highest selling brands in their respective segments in the month of January 2000. The company achieved its highest sales over of 8,645 units by selling 7,402 units of Santro. Hyundai India sells 6,116 cars in June.


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THE LUXURY SEDAN SONATA SALES CROSSES MORE THAN 1,000 UNITS IN JUST OVER 4 MONTHS: HUNDAI MOTOR INDIA LIMITED crossed another milestone in Indian automobile industry with its latest entrant. The luxury sedan Sonata clocking sales of more than 100 units in just 4 months time, ending November 2001. HMIL however sold a total of 7,139 in the month of November. Sonata, in its sixth generation, celebrated its launch in India in July this year, just six months after its introduction in Korea in January and two months after the launch in U.S. introduced in the Indian market as a featurerich big car, Sonata sales have continued to increase every month and it reigned number one car in the D-segment in September and October 2001. Hyundai sold a total of 7,734 units in October this year with its latest eternant the luxury sedan Sonata-reigning number in the D-segment registering a total sale of 351 units. Accent was once again the leader in its segment registering a sale of 1415 units while HMILs flagship brand Santro registering a sale of 5,968 units. In the first six months (April-September 2001) HMIL has sold 45,834 units a growth of about 4.5% over the same period last financial year when the sale stood at 43,847 cars. The total sales during January September 2001 has been 71,738 units, an increase of 5.15% over the same period last year.


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SOME MODELS OF SANTRO XING HYUNDAI SANTRO XING XP With AC Heater (Euro-II complaint R-132 Gas used). Read door child safety locks. Bridgestone Radial tyres All four doors with dual impact bars. Roof impact and front impact bars. Collapsible steering column. Coin slotter. Cup holders. All four head rest. Colour; Metallic / Non-Metallic

HYUNDAI SANTRO XING XS With AC Heater (Euro-II complaint R-132 Gas used) Read door child safety locks. Bridgestone Radial tyres. All four doors with dual impact bars.


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Roof impact and front impact bars. Collapsible steering column. Coin slotter and Cup holders. All four seats head rest. Power windows. Central locking system. Tinted glasses. Fog lamps, rear wiper, rear De-Fogger. Wheel Caps. Power Steering. Day and Night Mirrors, LH and RH mirrors. Remote tail gate and fuel aller. Colour; Metallic / Non Metallic

HYUNDAI SANTRO XING XG With AC Heater (Euro-II complaint R-132 Gas used). Read door child safety locks. Bridgestone Radial Tyres. All four doors with dual impact bars.K.L.E SOCIETYS ACADEMY OF BUSINESS MANAGEMENT 36

Roof impact and front impact bars. Collapsible steering column. Coin slotter and Cup holders and cigarette lighter. All four seats head rest. Power windows and power steering. Body colored bumpers. Tinted glasses. Fog lamps, rear wiper, rear De-Fogger. Day and Night Mirrors, LH and RH mirrors. Remote tail gate and fuel aller. Rear seat belts and leather strapped steering wheel. Colour Metallic / Non-Metallic.

HYUNDAI SANTRO With AC Heater (Euro-II complaint R-132 Gas used). Adjustable front and rear seats, head rest. Clutch footrest. Cross bar under dash panel. Rear doors child safety locks.


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Double fold best rear seat. RH mirror. Power steering. Co lour Metallic / Non-Metallic

COMPETITION ANALYSIS Today, every company is facing a competition in many ways. In competitive market the consumer are industrial user is the king and the purchaser who decide what to purchase and what not to purchase as per its likings, advices from others and his personal experiences. In case of industrial goods the attitudes of purchaser differ from what of consumer goods because: 1. The purchased goods are durable. 2. There must be benefit following on investment made. 3. In case of industrial equipment and machinery they should be free from frequent troubles and should have expected life giving Satisfactory services.


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THE SANTRO AUTOMATIC TRANSMISSION New 4 speed automatic transmission Now enjoy the freedom from stick gear shifting and frequent clutch pedaling with the new Santro automatic. With electronically controlled intelligent power train system, Santro automatic offers most relaxed way to busy city motoring. The 4 speed transmission features a compact ultra light weight gear train, high performance torque converter and hydraulic electronic control, offering 4 forward gears ratio to deliver a wide array of speed and power to search ahead or retard as per your need. The Hyundai is a stunning example of modern automobile design in a continuous customer feed back driven advancement. Coupled with now legendary performance and functionality is new symbol of power. The new advanced 1.1 LDDLI engine. Complementing its performance are the elements of comfort. Be it variable assist power steering, the superior ergonomics of controls are the superbly engineered seats. All keeping in mind the comfort of occupants given on long Distance hauls. Adding to that, so step into the Santro. And change your world.


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THE SANTRO ZIP PLUS SANTRO ZIP PLUS Manualverability with power Steering: With the Zip Drive, Hyundai brought the ease, comfort, safety and the fun of power Steering to every body. With power Steering lock-to-lock turn of the steering wheel is substantially lesser, the effort required to turn the wheel is minimal. So now, squeezing into difficult parking lots negotiating the rush hour traffic. Is not just effortless but fun, as well. Ability to absorb jerks of pot holed roads and much greater control of the steering wheel not only helps you to glide over the roads but also provides enhanced safety in case of accidents like bursting tyres. Zip plus with second generation Hyundai Epsilon engine is now here for you to enjoy the thrills of sports car like performance with absolute control of power steering.

The SANTRO Zip Plus with high power and Fuel Efficiencys E-Epsilon Superior Engine 12V SOHC / 63ps @ 5500 rpm 9.1 kgm of torque@4000rpm The amazingly high powered sports car performance of the Hyundai Santro comes from its 12V SOHC Epsilon engine and its impressive power toK.L.E SOCIETYS ACADEMY OF BUSINESS MANAGEMENT 40

weight ratio. Its in line 4 cylinder, 1086cc engine is fired by a Dual Coil Distributor less ignition System (DDLI), developing 63ps @ 5500 rpm and 9.1 kgm of torque @ 4000 rpm. The DDLI system does away with the distributor that wears away and needs periodic replacement, thereby reducing maintenance cost Also the DDLI system allows for more precise control of spark timing resulting in improved fuel efficiency, reduced emission and increased power. No wonder Santro well exceeds the Euro-11 norms.

The Other models of Hyundai ACCENT ACCENT TORNADO The power to excite Tornado Accent GLX Youve evolved as you have gone from one milestone in your life to another. The Accent GLX is your perfect companion in the journey. Breathe taking in appearance, it scores distinctively in design and performance. Accent GLS For those who want the best of everything, the Accent GLS is a dream come true. Unbeatable styling, power accessories, gripping design, this one is for the true of car enthusiast.


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Accent GVS A premium car with a not so premium priced. The new Accent GVS enhoes the spirit of smooth luxury, without burning any holes in your pocket. ACCENT CRDI NEW ACCENT DIESEL WITH COMMON RAIL DIRECT INJECTION SONOTA A ROYAL POSSESSION Royalty, an integral part of the Indian culture, manifests itself in different forms in different regions. Living up to the royalty standards, Hyundai motor India lost no time in offering its luxury sedan to the Indian automobile market. The select cities launch of the Sonata in July has brought cheers amongst the connoisseurs of cars as the royalty and it believers pitched into acquire the new luxury symbol of automobiles. SONOTA GLS AND SONOTA GOLD are the 2 models of Sonata.


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Important Dt. 23/10/2003 10/10/2003 06/09/2002 16/08/2002 26/06/2002 18/03/2002 22/11/2001 05/10/2001 18/07/2001 04/12/2000 29/11/2000 29/09/2000 21/07/2000 21/06/2000 08/05/2000 27/07/2000 15/02/2000

Mile Stone HMIL launches Sonata 2.7 V6 HMIL launches Accent CRDi HMIL launches Santro Automatic Transmission HMIL launches the Accent Viva HMIL Rolls out the 300,000th Car HMIL Launches 1.1L New Santro zip Plus Santro Ranked No.1 in JD power Asia Pacific 2001 Initial Quality study. Launch of the Accent Tornado Launch of the Luxury Sedan Sonata Profit of Rs. 67.61 crore returned in the very first full year of operations. Roll out of the 15,000th car from Chennai Plant in just 25 months. Launch of the Accent GLX An export-shipment of 760 Accent plus Santro cars rolls out of the Chennai Port for Algeria Launch of Diesel version of Hyundai Accent. Launch of Santro Zip Drive 100,000th Car roll-out from the Chennai plant Assembly Line in just 19 months of its operations. Hyundai Santro launch campaign starring Shah Rukh Khan awarded the global Advertising Marketing Effectiveness Award by New York


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14/10/1999 02/08/1999 31/03/1999 14/10/1998 23/09/1998 09/09/1998 27/05/1998 10/12/1996 06/05/1996

Festivals. Launch of Hyundai Accent. Chennai plant goes into 2nd shift production to step up Production volumes and reduce customer waiting period. HMIL ends the financial year 1998-1999 with total sales of 17,647 units of Santro; Becomes second largest auto-manufacturer in the country. National delivery of Santro commences. Hyundai Santro makes its world debute in India. Commercial Production at plant begins. Pilot production of Santro at plant begins within a record 17 months of ground breaking. Ground-breaking ceremony at the Irrungattukottai plant near Chennai Government of Indias approval for 100% subsidiary; Company incorporated.

AT TRIDENT MOTORS, BANGALORE 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.K.L.E SOCIETYS ACADEMY OF BUSINESS MANAGEMENT 44

8. Repeat job analysis. 9. Conducting free service camps for outstation customers every month. 10. 2 Years warranty at unlimited mileage.

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 trained service advisors and technicians.


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a) The most important factor is that the quality of the service is good in TRIDENT 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.

COMPARISON OF HYUNDAI WITH COMPETITORS There is keen competition to HYUNDAI the main competitors is MARUTI,FORD,OPEL,HINDUSTAN MOTORES,HONDA. HYUNDAI is perceived as a vehicle for own use. HYUNDAI has more comfort, more spaciousness than their compitator vehicle. Looks of the HYUNDAI is very good, compared other vehicles. Trident 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.


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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 cataloges. Test Drive: Customer need to have test drive for newly introduced vehicle because he wants to know the vehicle, so Trident Hyundai provides test drive to customer.

Customer Meet: Taking old customer into consideration, Trident Hyundai call for the customer meet, in that, they discuss about the vehicle so they may buy the vehicle or they will advice their friends, relatives or neighbours. 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 department.K.L.E SOCIETYS ACADEMY OF BUSINESS MANAGEMENT 47

DEPARTMENT OF THE COMPANY: 1. Sales 2. Workshop or service 3. Spare parts.

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 SANTRO vehicles.


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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. 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 on the part of the customer to bring his vehicle for the regular services. There is an optional 3rd year warranty.


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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.

Recruitment Recruitment is made by advertisement as well as scrutinizing and interviewing the candidate. Recruitment is also based on experience of the worker.K.L.E SOCIETYS ACADEMY OF BUSINESS MANAGEMENT 50

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 andK.L.E SOCIETYS ACADEMY OF BUSINESS MANAGEMENT 52

Analyzed Data Report

I. ANALYSIS OF HYUNDAI CAR OWNERS ON THE BASIS OF THEIR AGE GROUP. Age Group Upto 25 Years 26-35 Years 36-45 years 46-60 60 and above Total Respondents 10 25 30 20 15 100


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Car purchaser age group30 25 20 15 10 5 0 Respondents 10 25 20 15 Upto 25 Years 26-35 Years 36-45 years 46-60 60 and above 30

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 ie.. from 26-35 will have started earning and the people at the age group from 36-45, who are independent and are settled inK.L.E SOCIETYS ACADEMY OF BUSINESS MANAGEMENT 54

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 Annual Income Upto 3,00,000 3,00,000 to 5,00,000 5,00,000 to 7,00,000 7,00,000 to 10,00,000 Above 10,00,000 Respondents 10 25 20 25 20


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25 20 15 10 5 0 10

25 20

25 20 Upto 3,00,000 3,00,000 to 5,00,000 5,00,000 to 7,00,000 7,00,000 to 10,00,000 Above 10,00,000

Respondents

ANALYSIS From the table we see that the people from all income group 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 luxury cars. INTREPRETATION & INFERENCES: Here the customers from all the income group would like to buy Hyundai car. The people with the income group of up to 3 lakh and 3-5 lakhs wouldK.L.E SOCIETYS ACADEMY OF BUSINESS MANAGEMENT 56

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 Reason Manufacturers reputation Availability of service Cost of the vehicle Looks of the vehicle Respondents 30 40 20 10


57

10 30 20 Manufacturers reputation Availability of service Cost of the vehicle Looks of the vehicle

40

ANALYASIS 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 theK.L.E SOCIETYS ACADEMY OF BUSINESS MANAGEMENT 58

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: Sources Television Advertisement Newspaper Advertisement Friends and Relatives Other Sources Total Respondents 35 15 45 5 100


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5 35Television Advertisement Newspaper Advertisement Friends and Relatives Other Sources

45

15

ANALYSIS 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:


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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: Mode of Purchase Through Loan Direct Payment Respondents 60 40


61

40Through Loan Direct Payment

60

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.


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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 schemes and good interest ates. So that it will help future customers for buying the cars.

VI.OTHER PARAMETERS CONSIDERED WHILE PURCHASING THE HYUNDAI CARS Reason Looks Price Colour Respondents 10 15 10


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Engine Capacity Pickup Accessories

20 30 15

30 25 20 15 10 5 0 Respondents 10 15 10 20

30

15

Looks Price Colour Engine Capacity Pickup Accessories

ANALYSIS: 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:


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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 Politeness of the dealer Availability of Information when asked Commitment of Delivery Cleanliness of the vehicle Satisfied Satisfied Opinions Satisfied Satisfied


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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 Hyundai Opel Hindustan Motors Maruthi Ford Honda Respondents 40 05 10 10 15 20


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40 35 30 25 20 15 10 5 0

40

Hyundai Opel 20 15 10 5 Respondents 10 Ford Honda Hindustan Motors Maruthi

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 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 outK.L.E SOCIETYS ACADEMY OF BUSINESS MANAGEMENT 67

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 is once again back to Hyundai with more luxury and good features, which have satisfied him.

IX. PURPOSE OF THE CAR Purpose of Use Own use Company use Tax Service Respondents 75 20 05


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5 20Own use Company use Tax Service

75

ANALYSIS: Of the 100 respondents 75% of them say that the vehicle is used for OWN USE and only 20% use for company purpose and 5% for Taxi purpose.


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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 Highly priced Reasonably priced Respondents 12 7470


Approximately priced Below level Priced

14 0

80 70 60 50 40 30 20 10 0 12

74 Highly priced Reasonably priced Approximately priced Below level Priced

14 0

Respondents

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 Government Professionals Business Housewife Respondents 10 40 30 1072


Retired

10

40 35 30 25 20 15 10 5 0 10

40 30 Government Professionals Business Housewife Retired

10

10

Respondents

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 Pick-up Interior Mileage Road Handling Comfort Highly satisfied 38 6 20 42 34 Satisfied 58 60 60 40 40 Dis-satisfied 8 34 20 18 2674


Visibility Service Backup

22 56

54 18

24 14

60 50 40 30 20 10 0 Highly satisfied Satisfied Dissatisfied 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:

30

Marital StatusMARRIED UNMARRIED

Responde nts 70 30

Married Unmarried

70K.L.E SOCIETYS ACADEMY OF BUSINESS MANAGEMENT 76

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 for complete family luxury.


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Some Satisfied Customers Opinion obtained from the Company profile (Secondary data) Dear Sir, I am one of your satisfied customers of the small big car SANTRO which I bought in April 2000. I thought Id share one of my most satisfying driving experiences with you. Hope you are listening. Because of the nature of the service that I am in, I was apprehensive of buying a SANTRO because of availability of maintenance support in remote areas. And my fears came true when I got posted from Chandigarh to a place near Dibrugarh in Assam i.e. from one end of the country to the other. The first problem at hand was how to transport the car and the second one was of technical support at Dibrugarh. Finally, the adventurous spirit took over and I decided to cover the 3000 odd kilometers by road in my SANTRO. It was during summer that I set course with my wife and my 3 year old daughter. I traversed through Haryana, Delhi, UP, Bihar, Bengal and finally the end of Assam. The Summer hardly had any effect because of theK.L.E SOCIETYS ACADEMY OF BUSINESS MANAGEMENT 78

excellent AC that is provided. Touchwood! No breakdowns took place. For the 7 days that we traveled, it was a second home spending almost 12 hours per day in the car, covering almost 550 kilometers per day. The technicians at Ultimate Hyundai had done a good job before I set course and at Ashiana Hyundai-Patna, where I got the third scheduled servicing carried out. Thank you all at Ultimate-Chandigarh and Ashiana-Patna. When I reached Dibrugarh, I had a dirty and muddy car because of the slushy roads in Assam. Borah Hyundai took care of that before I reached may new duty station where the journey was seen as a surprise. And surprise it was for me as well, the Santro responded and ate up the kilometers at good speeds and quite an economic rate of almost 23-24 Kp/l. Hats off to you and to the wonderful machine Santro!! Thanking you Yours Sincerely, C/o. 99APO Sgn Ldr. P N Sharma 42 Wg, Air Force,


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Santro Owners Association: Dear Sir, We the employees of Kochi Refineries Limited (KRL) introduce ourselves as proud owners of Hyundai cars, Santro and Accent. Kochi Refineries Limited is the leading refinery in South India and also one of the largest industrial establishments in Kerala. We the employees of KRL have utmost pleasure in informing you that we have been closely associated with Hyundai ever since Hyundai launched the tall boy Santro way back in September 1999. It is pertinent to mention here that the tally boy as well as the mid-size saloon Accent has been well accepted by the employees of KRL. The Hyundai family members at KRL at present are 54 and the number is swelling everyday. We would also like to mention that KRL management is generous enough to sanction car loans to their employees on a regular basis, which means that there is a huge potential for the car majors to be tapped every month. It is worth mentioning here that during the last 2 years, of the approximately 130 odd new cars that entered our refinery, Hyundais Santro


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and Accent total up to 54 cars, which is approximately 40% of the total new cars in our refinery. This mainly speaks about the quality of the car, customer satisfaction and good service network, which Hyundai has been able to establish. Also, we would like to thank. Hyundai Management for having introduced a quality car in Indian market and we expect you to come up with many more innovations in the near future. In view of the ever increasing Hyundians at KRL, we felt that we will address our experience / suggestion / concerns to the Hyundai Management and the local dealer collectively. For this, we have formed an association by the name KRESANOA (Kochi Refineries Santro Owners Association). We take pleasure in informing you that your local dealer M/s MGF Hyundai-Kochi has been providing us with adequate sales and service backup. We hope that they will continue to serve us much better in the years to come.

Our e-mail ID is [email protected] Hoping to build a long standing relationship with HMIL Regards, T. Pradeep Kumar KRESANOA KochiK.L.E SOCIETYS ACADEMY OF BUSINESS MANAGEMENT 81

A comeback commitment: Dear Sir, October 1999 was a month of great joy since. Durga Puja was to start and like everybody I also thought of buying something new to the family, and decided to buy a new car, definitely a difficult proposition since it is guided by many parameters. The hung began, I saw many cars to make a decision which finally went in favor of Santro, more so since the company for the first time in India promoted the technological leap Hyundai was about to unleash in the market, much ahead of the prevailing competition. My car came with the registration no. D13CP 6556. This car had traveled without any problems, only on dirt tracks and had visited 4 national parks all over India, inclined to run only on the most trying conditions, hating all the beautiful roads of the city.


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Let me congratulate the company for developing such a fantastic machine since the car performed beyond any owners expectations, fetching a good resale price. I will fail in my duty if I do not thank through you the ever smiling and efficient staff of Hyundai Motor Plaza, New Delhi who so keenly serviced my car for the last 2 years. I am writing this letter since yesterday, most reluctantly I sold the above car which has been replaced with a Maruti Zen by my company and there was no need for 2 cars. Lets me also stress that this is only a temporary separation from your company and very soon I will come back to Hyundai for an upgraded model like the Accent. Wishing you the best of sales and service to your customers. Should you print this letter in your magazine, I would like receive the copy of the same. Yours Sincerely, Deepika Sur New Delhi.


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Summary of FindingsK.L.E SOCIETYS ACADEMY OF BUSINESS MANAGEMENT 84

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 Trident Hyundai Authorized Dealers of Hyundai cars, by visiting to their places like to their residents, offices, shops and on the road sides and also at the company service station. The 90% of the data that has been 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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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 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 feel that the Hyundai car is reasonably priced. 9. On the basis of comparison Hyundai car with its competitors like Honda, ford, Hindustan motors, maruthi 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. professionals,30% are business

Some general steps to be taken by the dealer How does the marketer should deal with the responses of dissatisfied customers ?K.L.E SOCIETYS ACADEMY OF BUSINESS MANAGEMENT 86

The following are the grand rule. Monitor regularly the consumer reactions: Marketer should initiate and encourage regular monitoring of consumer reactions towards him, his product range and a particular brand. and serve as early signals. Bring product quality under marketing responsibility. Quality control will upgrade itself from being an isolated function of production department to a join mission of marketing and manufacturing department. Handle complaints quickly and with responsibility. Marketers should take up customers quickly and actions notified to the complaint. Even acknowledgement of receipts of complaints will reduce dissatisfaction. Be cautions and helpful host. Most of customer dissatisfaction to poor service at the time of purchase. It may arise out of unhelpful and discourteous sale personnel, poor availability of product and inadequate service to the customer. State only realistic product claims. Factual promotion executed with creativity brings about lasting customer, loyalty and goodwill. Help consumer on product use: A continuous monitoring of data will develop into as information systems


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The manner in which the product is used can be crucial to customer. Satisfaction or dissatisfaction in the interest of marketer themselves to help consumer.

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.

CONCLUSIONFrom 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 for a period of 3-4 months in Bangalore on the consumer satisfaction of Hyundai Car, the findings and analysis shows that 80% of the consumer are happy with the product performance and also sales service and rest 20% of them says that they are dissatisfied.


88

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 a 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.

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.K.L.E SOCIETYS ACADEMY OF BUSINESS MANAGEMENT 89

Often starting problem and problem in hand brake.

Suggestions andK.L.E SOCIETYS ACADEMY OF BUSINESS MANAGEMENT 90

Recommendati ons to Manufacturers And Dealers

Suggestions: 1. Improve the model


91

2. Establish more service centers and provide the best service. 3. Come with a clean proposal. Never hide the facts, be honest in selling your vehicles, in describing the PLUS / MINUS facts, customers friendly attitude is a must for any Business Deal. 4. Spare parts should be made available at lower rate. 5. Please provide High-way horn and reverse horn. 6. Dealers should be courteous in all the time as they are at the time of selling the car. This show, the dealers are not focusing on customer care. 7. Change the look and increase the Mileage consumption. 8. 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. 9. Maintain the same demand in the market. 10.Provide good product (model) & service according to the needs of changing customer preferences. 11.Introduce more colours in accent. 12.Reduce some bit in the price of xing. 13.Increase after sales service and increase the number of service stations for the continence of customers at different locations at the city. 14.Dropping facility should be provided. 15.Improve crash safety in all the Hyundai vehicles.K.L.E SOCIETYS ACADEMY OF BUSINESS MANAGEMENT 92

BIBLOGRAPHY


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MARKETING MANAGEMENT CONSUMER BEHAVIOUR SECONDARY DATA COMPANY MANUALS,CATALOGS

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WEB SITE:WWW.TRIDENTHYUNDAI.COM

BUSINESS INDIA AUTO INDIA OVER DRIVE

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DEDICATED TO MY


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