Market Research and Analysis - Hyundai

7/27/2019 Market Research and Analysis - Hyundai

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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

Maket Research And Analysis 2


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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.


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.


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.


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.


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.


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


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.


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.


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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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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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.




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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.


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.


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/

Date post:	14-Apr-2018
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Market Research and Analysis - Hyundai

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