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Customer satisfaction of Hyundai
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INTRODUCTION
Marketing comprises an integrated system of business activities in order to plan, price,
promote and distribute goods and services to melt consumer needs within the limits of society.
We can evolve a planned system of action dealing with the problem of moving large volume of
products, by looking to ultimate customers and backward to suppliers and by linking customers
and suppliers together in a sequence of proper steps. Marketing is recognized as the most
significant activity in our entire economic life, a wide range of marketing activities
continuously affects our life styles. The food we eat, the clothes we wear, the housing that
shelter us the comforts and amenities we enjoy in our home and at work places, the health and
welfare activities which give us peace of mind all these are profoundly affected each day by the
marketing system. Marketing alone can put goods and service we want and need at our
doorsteps, and satisfy and varied and innumerable needs and wants. Our entire economic life
shall be simply paralyzed if marketing system fails to shoulder its main responsibility, viz.,
discovering and servicing the market demand.
Marketing has achieved social importance because it is entrusted with task of creation and
delivery of standard of lignin to society. Marketing studies continuously consumer demand,
which is, varied and dynamic. On the basis of up-to date knowledge of nature, character and
magnitude of market demand, the firm produces wanted goods and services which are offered
to consumers at fair prices through distribution channels.
Marketing is the vital connecting link between producers (production) and consumers
(Consumption). It is primarily responsible to keep the wheels production and consumption
constantly moving or running at their optimum speed. Optimum production and optimum
consumption can secure optimum standard of living in an economy. Marketing is directly
responsible to maintain the equilibrium between mass production and ass consumption. Then
only we will have economic stability.
Industrial revolution offered mass production in the 19th century. Marketing revolution is called
upon to provide mass distribution machinery in the 20th century for effective distribution in
every expanding Markets. We have get to evolve a smoothly operating system of physical
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distribution. Consumer oriented marketers can and must play an important role in mass
distribution. Better marketing can raise living standards of all people in any country.
Marketing system plays a unique role in transforming the benefits of mass production in terms
of rising living standards and life styles all people through the best systems of physical
distribution. The number one problems in economic marketing has tremendous importance to
solve this burning problem of mass distribution. The problem of marketing today is greater
than the problem of the production.
Marketing must divide a comprehensive marketing system, which would deliver (at profitable
prices) all the goods we could produce or manufactured goods would raise substantially. We
live in dynamic economy and equilibrium between supply and demand in such an economy. If
the two flows viz., goods flow(representing supply) and the money flow (representing demand)
balance each other, we have of national output, employment and income. This is an ideal and
desirable state of national economy.
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CHAPTER-2
Automobile Industry History
In the year 1769, a French engineer by the name of Nicolas J. Cugnot invented the first
automobile to run on roads. This automobile, in fact, was a self-powered, three-wheeled, military
tractor that made the use of a steam engine. The range of the automobile, however, was very
brief and at the most, it could only run at a stretch for fifteen minutes. In addition, these
automobiles were not fit for the roads as the steam engines made them very heavy and large, and
required ample starting time. Oliver Evans was the first to design a steam engine driven
automobile in the U.S.
A Scotsman, Robert Anderson, was the first to invent an electric carriage between 1832 to 1839.
However, Thomas Davenport of the U.S.A. and Scotsman Robert Davidson were amongst the
first to invent more applicable automobiles, making use of non-rechargeable electric batteries in
1842. Development of roads made travelling comfortable and as a result, the short ranged,
electric battery driven automobiles were no more the best option for travelling over longer
distances.
The Automobile Industry finally came of age with Henry Ford in 1914 for the bulk production of
cars. This lead to the development of the automobile industry and it first begun in the assembly
lines of his car factory. The several methods adopted by Ford, made the new invention (that is,
the car) popular amongst the rich as well as the masses.
According the History of Automobile Industry US, dominated the automobile markets around
the globe with no notable competitors. However, after the end of the Second World War in
1945, the Automobile Industry of other technologically advanced nations such as Japan and
certain European nations gained momentum and within a very short period, beginning in the
early 1980s, the U.S Automobile Industry was flooded with foreign automobile companies,
especially those of Japan and Germany.
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The current trends of the Global Automobile Industry reveal that in the developed countries the
Automobile Industries are stagnating as a result of the dropping car markets, whereas the
Automobile Industry in the developing nations, such as, India and Brazil, have been consistently
registering higher growth rates every passing year for their flourishing domestic automobile
markets.
The World Automobile Industry is turned to the developing markets.
With the developed markets almost saturated, the World Automobile Industry is now focused on
the developing markets of South America and Asia, and Eastern Europe with special emphasis
on BRIC (Brazil, Russia, India, and China).
As per the reports of the International Organization of Motor Vehicle Manufacturers or
OICA(the association of the companies involved in World Automobile Industry), for the fiscal
end in 2006, the automobile manufacturers in the U.S. have been overtaken by those in Japan, in
terms of the total volume of automobile units manufactured worldwide. However, the struggling
General Motors of the U.S. still remain the worldwide leaders of the World Automobile Industry,
ahead of the rapidly growing Toyota Motor Corporation of Japan, by a substantial margin.
Automobile industry in India
Since the first car rolled out on the streets of Mumbai (then Bombay) in 1898, the Automobile
Industry of India has come a long way. With HM establishing the first automobile factory way
back in 1948, the Indian passenger vehicle industry was for long dominated by Ambassadors and
the Premier Padmini’s. Then in the year 1985, following the liberalization and various tax reliefs,
the Government of India in collaboration with Suzuki motor corporation of Japan formed Maruti
Suzuki ; a powerful alliance which changed the face of the Indian roads. The only car with the
latest technology then was the Maruti 800. It became very popular because of the low price, high
fuel efficiency and good reliability. Since then the market has grown with over 20 manufacturers
and hundreds of models and variants.
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The Indian automobile industry has matured over the years and is now highly competitive with
major Japanese, Korean, American, European and Indian companies all holding significant
market shares. Indian auto industry has become a hot destination for global auto players like
Volvo, General Motors, Daimler-Chrysler, Volkswagen, Toyota and Ford. Global players have
either entered or are eyeing India as a strategic target for future development
A well developed transportation system plays a key role in the development of an economy, and
India is no exception to it. With the growth of transportation system the Automotive Industry of
India is also growing at rapid speed, occupying an important place on the 'canvas' of Indian
economy.
Today Indian automotive industry is fully capable of producing various kinds of vehicles and can
be divided into 3 broad categories: Two-wheelers, Four-wheelers (Cars) and Heavy vehicles.
Segments of the Indian Auto market
The market for any product is normally made up of several segments. A ‘market’ after all is the
aggregate of consumers of a given product. And, consumer (the end user), who makes a market,
are of varying characteristics and buying behaviour. There are different factors contributing for
varying mind set of consumers. It is thus natural that many differing segments occur within a
market. In order to capture this heterogeneous market for any product, marketers usually divide
or disintegrate the market into a number of sub-markets/segments. This report attempts to
analyse and understands how Indian carmaker have successfully segmented the market and how
they are leveraging these segmentation to introduce new product and grow their market share.
With proper segmentation carmakers could look at the differences among the customer groups
and decide on appropriate strategies/offers for each group. These strategies then helped them in
dividing the markets for conquering them. Every buyer has individual needs, preferences,
resources and behaviours. Since it is virtually impossible to cater for every customer’s individual
characteristics, carmakers grouped customers to market segments by variables they have in
common. These common characteristics allowed developing a standardized marketing mix for all
customers in that segment.
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This segmentation helped the carmaker to increase their profit by tapping the market through
adapting the offer to that segment. They brought the necessary changes in the product to suit to
the particular segment.
Consumer market segmentation
1. Geographic Segmentation.
2. Demographic Segmentation.
3. Psychographic Segmentation.
4. Behaviouristic Segmentation.
1) Geographic Segmentation
Potential customers are in a local, state, regional or national marketplace segment. Geographic
location is a major factor in segmenting target markets for automakers since their customer needs
are varied for different region.
The customers can be segmented based on:
a. Region
b. Size
c. Population density
d. Climate
2) Demographic Segmentation
In this type of segmentation, the customers are segmented based on the following factors.
a. Age (dominant factor)
b. Income & Purchasing power (dominant factor)
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• Budget car segment
• Compact car segment
• Family car segment
• Premium car segment
• Super luxury segment
c. Occupation.
d. Gender (dominant factor).
e. Family Size.
f. Family life cycle.
g. Nationality.
h. Religion.
i. Education.
3) Psychographic Segmentation
Psychographic Segmentation groups customers according to their life-style and buying
psychology. Many businesses offer products based on the attitudes, beliefs and emotions of their
target market. The desire for status, enhanced appearance and more money are examples of
psychographic variables. They are the factors that influence the customers' purchasing decision.
A seller of luxury items would appeal to an individual's desire for status symbols.
Psychographic Segmentation includes variables such as:-
a. Activities
b. Interests
c. Opinions
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d. Attitudes
e. Values
Activities, Interests, and Opinions surveys are one tool of measuring lifestyle.
4) Behavioral Segmentation
The primary idea in buyer behaviour segmentation is that different customer groups expect
different benefits from the same product and accordingly, they will be different in their motives
in owing it and their behaviour in buying it. Variables of buyer behaviour are:-
a. Benefit sought: - Quality / economy / service / look etc of the product.
b. Usage rate: - Heavy user / moderate user / light user of a product.
c. User status: - Regular / potential / first time user / irregular /occasional.
d. Brand Loyalty: - Hard core loyal / split loyal / shifting / switches.
e. Readiness to buy:-brand/money/need.
f. Occasion: - Holidays and occasion stimulate customer to purchase products.
g. Attitude toward offering: - Enthusiastic
Key Players in Indian Market
The largest player in the Indian automobile industry and launched new and exciting
products in the Indian markets.
The third largest passenger car manufacturer in India and one of the largest
exporters of vehicles. Has established in India as one of its manufacturing bases in the world.
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Has vision of capturing 10 % share of the Indian passenger car market by 2010
Suzuki’s JV in India and the largest passenger car manufacturer in India
One of the leading players in the Indian premium cars segment
One of the leading players in the Indian premium cars segment
One of the leading players in the Indian premium cars segment. GM entered the
small car segment by re-launching the Matiz
One of the largest players in the UV / MUV segment
CUSTOMER SATISFACTION
Customer satisfaction, a business term, is a measure of how products and services supplied by a
company meet or surpass customer expectation. It is seen as a key performance indicator within
business and is part of the four of a Balanced Scorecard.
In a competitive marketplace where businesses compete for customers, customer satisfaction is
seen as a key differentiator and increasingly has become a key element of business strategy.
However, the importance of customer satisfaction diminishes when a firm has increased
bargaining power.
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Measuring customer satisfaction
Organizations need to retain existing customers.Measuring customer satisfaction provides an
indication of how successful the organization is at providing products and services to the
marketplace.
Measuring customer satisfaction is a relatively new concept to many companies that have been
focused exclusively on income statements and balance sheets. Companies now recognize that the
new global economy has changed things forever. Increased competition, crowded markets with
little product differentiation and years of continual sales growth followed by two decades of
flattened sales curves have indicated to today's sharp competitors that their focus must change.
The competitors who will be successful recognize that customer satisfaction is a critical strategic
weapon that can bring increased market share and increased profits.
It's no surprise to find that market leaders differ from the rest of the industry in that they're
designed to hear the voice of the customer and achieve customer satisfaction.
To be successful, companies need a customer satisfaction surveying system that meets the
following criteria:
The system must be relatively easy to design and understand.
It must be credible enough that employee performance and compensation can be attached to
the final results.
Defining customer satisfaction
Customer satisfaction is the state of mind that customers have about a company when their
expectations have been met or exceeded over the lifetime of the product or service. The
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achievement of customer satisfaction leads to company loyalty and product repurchase. There
are some important implications of this definition:
Because customer satisfaction is a subjective, non-quantitative state, measurement won't be
exact and will require sampling and statistical analysis.
Customer satisfaction measurement must be undertaken with an understanding of the gap
between customer expectations and attribute performance perceptions.
"Satisfaction" itself can refer to a number of different facts of the relationship with a
customer. For example, it can refer to any or all of the following:
Satisfaction with the quality of a particular product or service
Satisfaction with an ongoing business relationship
Satisfaction with the price-performance ratio of a product or service
Satisfaction because a product/service met or exceeded the customer's expectations
Each industry could add to this list according to the nature of the business and the specific
relationship with the customer. Customer satisfaction measurement variables will differ
depending on what type of satisfaction is being researched. For example, manufacturers typically
desire on-time delivery and adherence to specifications, so measures of satisfaction taken by
suppliers should include these critical variables.
Clearly defining and understanding customer satisfaction can help any company identify
opportunities for product and service innovation and serve as the basis for performance appraisal
and reward systems. It can also serve as the basis for a customer satisfaction surveying program
that can ensure that quality improvement efforts are properly focused on issues that are most
important to the customer.
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Objectives of a customer satisfaction
In addition to a clear statement defining customer satisfaction, any successful surveying
program must have a clear set of objectives that once met will lead to improved performance.
The most basic objectives that should be met by any surveying program include the following:
Understanding the expectations and requirements of all your customers
Determining how well your company and its competitors are satisfying these expectations and
requirements
Developing service and product standards based on your findings
Examining trends over time in order to take action on a timely basis
Establishing priorities and standards to judge how well you've met these goals
Following India's growing openness, the arrival of new and existing models, easy availability of
finance at relatively low rate of interest and price discounts offered by the dealers and
manufacturers all have stirred the demand for vehicles and a strong growth of the Indian
automobile industry.
The data obtained from ministry of commerce and industry, shows high growth obtained since
2012- 13 in automobile production continuing in the first three quarters of the 2011-12. Annual
growth was 16.0 per cent in April-December, 2011; the growth rate in 2012-13 was 15.1 per cent
Theautomobile industry grew at a compound annual growth rate (CAGR) of 22 per cent
between 1992 and 1997.
With investment exceeding Rs. 50,000 crore, the turnover of the automobile industry exceeded
Rs. 59,518 crore in 2005-06. Including turnover of the auto-component sector, the automotive
industry's turnover, which was above Rs. 84,000 crore in 2011-12, is estimated to have exceeded
Rs.1,00,000 crore( USD 22. 74 billion) in 2012-13.
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Automobile Dealers Network in India
In terms of Car dealer networks and authorized service stations, Maruti leads the pack
with Dealer networks and workshops across the country. The other leading automobile
manufacturers are also trying to cope up and are opening their service stations and dealer
workshops in all the metros and major cities of the country. Dealers offer varying kind of
discount of finances who in turn pass it on to the customers in the form of reduced
interest rates.
Major Manufacturers in Automobile Industry
• Hyundai motors Ltd.
• General Motors India
• Ford India Ltd.
• Eicher Motors
• Bajaj Auto
• Daewoo Motors India
• Hero Motors
• Hindustan Motors
• Hyundai Motor India Ltd.
• Royal Enfield Motors
• Telco
• TVS Motors
• DC Designs
• Swaraj Mazda Ltd
Government has liberalized the norms for foreign investment and import of
technology and that appears to have benefited the automobile sector. The production
of total vehicles increased from 4.2 million in 1998- 99 to 9.7 million in 2011-12. It is
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likely that the production of such vehicles will exceed 10 million in the next couple of
years.
The industry has adopted the global standards and this was manifested in the increasing
exports of the sector. After a temporary slump during 1998- 99 and 1999-00, such exports
registered robust growth rates of well over 50 per cent in 2011-12 and 2012-13 each to
exceed two and- a-half times the export figure for 2013-14
Automobile Export Numbers
Category 2009-10 2012-13
Passenger Car 25468 121478
Multi Utility Vehicles 2654 3892
Commercial Vehicles 10108 19931
Two Wheelers 100002 256765
Three Wheelers 21138 51535
Percentage Growth -16.6 32.8
THE KEY FACTORS BEHIND THIS UPSWING
Sales incentives, introduction of new models as well as variants coupled with easy availability of
low cost finance with comfortable repayment options continued to drive demand and sales of
automobiles during the first two quarters of the current year. The risk of an increase in the
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interest rates, the impact of delayed monsoons on rural demand, and increase in the costs of
inputs such as steel are the key concerns for the players in the industry.
As the players continue to introduce new models and variants, the competition may intensify
further. The ability of the players to contain costs and focus on exports will be critical for the
performance of their respective companies.
The auto component sector has also posted significant growth of 36per cent in 2010-11, to
achieve a sales turnover of Rs.42,640crore . Further, there is a potential for higher growth due to
outsourcing activities by global automobiles giants. Today, this sector has emerged as another
sunrise sector. .
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COMPANY PROFILE
“Hyundai” a name to be reckoned in the World Automobile industry is Korea’s number one
automaker. Hyundai has established an enviable record for growth both in quantitative and
qualitative terms transforming itself from a domestically oriented manufacture into a global
player and leading contributor to Korea’s economic and industrial development. Hyundai Motor
Company is steadily accelerating to achieve the status of world-class automobile company.
In December 1967, Hyundai Motor Company (HMC) was born out of the Hyundai Business
group, the nation’s largest conglomerate with the purpose of entering the automobile industry to
meet the growing domestic demand for cars. Since then, HMC has played a major role in
providing transportation to further Korea’s economic growth and prosperity.
Entry of Hyundai Motor Company in the Indian Market.
Hyundai established its presence in India by opening a subsidiary called “Hyundai Motor India
Limited” with a total investment of US$ 614 Millions. The Hyundai project is thelargest to
bemade by an MNC in the automobile sector. The plant near Chennai, in the state of Tamil Nadu
is the largest manufacturing plant of Hyundai motors outside Korea and contains nearly all
facilities necessary for a self sufficient manufacturing and production site for developing
cars. This assembly plant not only boasts its own assembly facilities but also a R&D center, a
performance experimenting and testing center, and a driving testing ground. As such, the India
plant represents a family-type combined automobile assembly facility, capable of all production
processes, research and development, testing of products, marketing for sales and provision of
after sale service in India.
In 1997, Hyundai Motor India limited launched “Santro” the best small car at its worldwide
debut in New Delhi. Santro is basically a face lifted version of the “Atos”. Santro was introduced
in three different models having varying features. Santro was a runaway success in the Indian
market and became famous as the Tall Boy car. It topped the volumes year after year in its
segment.
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Products rolling out of Hyundai Motor India Ltd.
The products that come out of the Hyundai Motor’s desk are
1. Santro Zing
2. Xcent
3. i20
4. Sonata
5. i10 (kappa 1.2)
6. Getz
7. Verna
8. Santa fe
Santro Zing is a small segment car, with four different versions, and is priced between 3.38
Lakhs to 4.32 Lakhs. The four versions are named.
1. Santro Zing XE
2. Santro Zing XT
3. Santro Zing XG
4. Santro Zing XS
Xcent is medium-sized car coming in six different versions, and is priced between 5.56Lakhs to
7.38Lakhs. The five versions are named.
1. Xcent
2. XcentS
3. Xcent SX
4. XcentSX(O)
5. Xcent S(O)
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I20 is medium size car coming in three different versions, and is priced between 4.79Lakhs to
5.81Lakhs. The Three versions named
1. Magna
2. Asta
3. Asta(O)
Sonata is a luxury car priced between 14Lakhs to 18Lakhs.
I10 is a small car coming in the nine different versions, and is priced between 3.29Lakhs to
5.36Lakhs. The nine versions named
1. D-Lite (1.1)
2. Era (1.1)
3. Magna
4. Magna AT
5. Sportz
6. Sportz (AT)
7. Asta
8. Asta SR
9. Asta SR (AT)
Getz is medium car coming in the seven different versions, and is priced between 3.59Lakhs to
5.48Lakhs. The Seven versions named.
1. GLE 1.1
2. GVS 1.1
3. GVS 1.1 (175 Tyre + rear spoiler)
4. GVS 1.3
5. GLS 1.3
6. GLX 1.3
7. GVS CRDI 1.5
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Ideology and Environment at Hyundai:
A management motto at Hyundai is “Customer first, best in technology, best in quality and best
value for human beings”. Hyundai as a company is dedicated to create new value for its
customers. Hyundai Motor Company’s target is to care for the environment and devote attention
to the future of our children and their ability to inhabit a clean, pollution managed
world. Hyundai believes that they have achieved the current status as a world-class company by
faithfully enforcing seven management principles and creating an atmosphere where by each and
every member of the company is able to work for thecommon future. As a result, benefit of
Hyundai motor company is committed to its social responsibilities as it fulfills its mission with
dedication and strength of purpose.
Goal of Hyundai – “To build the world’s best quality cars”
Hyundai Motor Company
Type
Public
Industry
Automobile manufacturer
Founded 1967
Founder(s)
Chung Ju-yung
Headquarters Seoul, South Korea
Area served Worldwide
Key people Chung Mong-koo, Chairman
and CEO
Products
Automobiles and commercial vehicles
Revenue
�41.86 trillion (2012)
Net income
�3.96 trillion (2012)
Employees
95,000 (as of March 31, 2012)
Parent
Hyundai Kia Automotive Group
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COMPANY PROFILE
Trident Hyundai
Branch:Trident Hyundai
Address: No. 46/4, Kudlu Gate,
Muneshwara Nagar,
HSR Layout
Bangalore- 560068
Contact no: 080 2573 5610
Trident Hyundai is one of the leading names in Automobiles dealership of Hyundai located in
kudlu gate, area Bangalore. The centralized location of the showroom effectively covers whole
of Bangalore in North, East, West & South and providing dedicated professional after sales
service to our esteemed customers by having service centers throughout Bangalore.
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Trident Hyundai service station is also the training hub .
Trident Hyundai is having highly professional & motivated team, dedicated leaders providing
their prompt, efficient services to our customers with utmost priority being the Quality of Service
and Customer Satisfaction. Our longevity and success represent an unmatched commitment to
our esteemed customers, solid knowledge of the Indian Market and to a certain extent our
competitive advantage with our large customer database, distribution network and customer
services.
VISION AND MISSION
At a time when India was awakening to the call of freedom, Trident Hyundai was taking a
revolutionary step that would help hasten the country's development. Today, the Trident Hyundai
Developments portfolio spans the entire spectrum of small, medium and large-scale equipment
finance as well as big ticket leasing, vehicle financing, Automobiles dealerships, factoring
services, consumer finance, and infrastructural development. Trident Hyundai brings
international expertise, cutting-edge technology and global scale of operations to deliver 100
percent satisfaction to its customers, clients and employees.
The preferred provider of services and integrated solutions in all its areas of operation. A diverse
team of talented professionals with expertise in selected segments. An employer of choice,
fostering a culture that values Dedication, Respect and Continuous Improvement.
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COMPANY’S VISION
The company’s motto is “DRIVE HOME A RELATIONSHIP” The company’s vision is five
core strategies: global orientation, respect for human values, customer satisfaction, technology
innovation, and cultural creation. They have a desire to create an automobile culture of putting
customer first via developing human–centered and environment–friendly technological
innovation.
The company’s strives to create a more affluent lifestyle for humanity, and contribute to the
harmony and co-prosperity with shareholders, customers, employees and other stakeholders in
the automobile industry.
The spirit of creative challenge of the company has been a driving force in leading HMIL to
where it is today. It is the permanent key factor for HMIL to actively respond to change in the
company’s the management system and seek creative and self–innovative system. The spirit of
creative challenge creates profits, The primary objective of a private enterprise. Furthermore, the
company’s takes responsibility for the environment and society and provide benefits to all
stakeholders including shareholders, customers, executives, employees, suppliers, and
communities.
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Organizational chart
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PRODUCT PROFILE
GETZ
Hyundai Getz is well set car to the Indian market. The Euro-chic styling makes this car stand out.
Your driving experience getz style and smoothness. Its spacious interiors are thoughtfully
designed. And to make your ride a cruising experience, are the reclining rear seats, the first in
India. The 1.3-litre engine delivers lively performance and is also easy on fuel. Its computer
engineered precisely tuned chassis, provides a comfortable ride and nimble handling with class-
leading safety features. The car with everything you need, plus everything you didn’t expect.
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XCENT
The Xcent has been designed keeping in mind your expectation from a true luxury sedan . with
its smooth blend of design , a zippy responsive engine and well-appointed interiors .The Xcent sure
packs a lot thrill into your driving.
SANTRO Xing
Santro Xing with it’s new aerodynamic styling, power-assisted brakes, the advanced
suspensions, the uniquely responsive technology is as much a magnificent creation of our drive
to delight you as much as a benchmark in engineering excellence. Santro is being produced
exclusively in India and the IndianSantro Xing will now drive the World.
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SONATA
Sonata’s sophistication really shines from all angles together with its impressive rear
view with its subtle curvature, fine details and unique rear combination lamps.
The Sonata is built like a fortress. The car body incorporates numerous structural
protection elements like, dual side impact beams, the energy absorbing collapsible steering
column, front and rear crumple zones, cross-bar under the dashboard, engine sub-frame and
reinforced bumpers together with the ABS (Anti-locking Braking System), TCS (Traction
Control System) and the optional SRS airbag which provides maximum
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VERNA CRDi
The SportyVernaCRDi.
The exhilarating performance of the verna is taken a step further with the new vernafludicCRDi.
Besides the original semi-hatchback 5-door design, the Verna CRDi boasts of the future-ready CRDi
engine. Which is amazingly silent for a diesel engine and low on vibration as well , It's also
surprisingly zippy and eco-friendly. Add to this a host of features such as Power Steering, Power
Windows (Front & Rear), Tilt-type Steering Wheel, and what you have is a car that combines sporty
good looks and state-of-the-art technology to create a driving experience with a difference.
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.
i 10 Grand Hatchback
The Hyundai i10 is a 5-door hatch back sub compact produced by the Hyundai motors. With
unique comfort, features and eco-friendliness.
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SANTA Fe
They say it’s impossible to overdo luxury. The santafe is as close as it comes to that
possibility from the sleek lines of design to the lavish interiors, this car spells luxury with every
inch. Add to that ground breaking technology and features and you have a car is truly well
appointed.
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i20 HATCHBACK
The all new Hyundai i20 is the epitome of the modern luxury compact. Sharp and stylish on
the outside, spacious and versatile inside, it combines comfort, safety and reliability in a package
that is most alluring.
EON HATCHBACK
Eon is a car designed for the billion hearts and soul, making it truly Indian. The name EON
symbolizes the future and represents style, space, comforts, mileage and quality .
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INDIA, its time to more on with EON
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SOCIAL RESPONSIBILITY
Hyundai, as a responsible corporate citizen is committed to sustainable social
development and the preservation of the environment. All the company's key manufacturing
units, including the Indian plant have the ISO 14001 certification for its Environment
management practices. As a part of its social responsibility programs, the company conducts
various campaigns to spread awareness of in-car safety and safe driving practices, particularly
targeted against drunken driving, speeding.
As a part of its community development projects, the company has adopted a few
villages around its factory in Tamilnadu and has been working towards the social and economic
development of these villages, assisting them in the areas of primary health care, education,
basic amenities and employment opportunities.
Customer satisfaction of Hyundai
33 New Horizon College
AWARDS AND ACHIEVEMINTS
'i10' Indian Car Of The Year 2008
Car of the Year
Compact Car of the Year
Car of the Year 2008
Small Car of the Year 2008
Car of the Year 2008
Customer satisfaction of Hyundai
34 New Horizon College
Car of the Year
AajTakViewers Choice Award
RECENT ACHIEVEMENTS
New Fluidic Verna wins the ‘Reader’s Choice Mid-size Car
of the Year’ at Top Gear Awards 2012
Santa Fe awarded 'Import SUV of the Year' by CNBC TV18
Overdrive Awards 2012
Customer satisfaction of Hyundai
35 New Horizon College
Santa Fe awarded 'SUV of the Year' by Business Standard
Motoring Awards 2012
Santa Fe awarded 'SUV of the Year' by Car India Awards
2012
Santa Fe awarded 'Full size SUV of the Year' by NDTV Car
& Bike Awards 2012
Customer satisfaction of Hyundai
36 New Horizon College
HMIL receives the 'Niryat Shree’ Gold and
Silver Trophies for 2008-09 by the Federation
of Indian Export Organisations (FIEO). The
Gold Trophy was received in the Engineering
and Metallurgical products – Non-MSME
category and the Silver Trophy in the Highest
Foreign Exchange Earner category.
HMIL received the 'All India Award for Export
Excellence 2008-09' by the Engineering Export
Promotion Council (EEPC). HMIL was
awarded the Gold Trophy – in the Large
Enterprise category.
Hyundai i10 wins 'Small Family Favourite
Car Award' by CarWale.com
Customer satisfaction of Hyundai
37 New Horizon College
CHAPTER-3
RESEARCH DESIGN
TITLE OF STUDY
“Customer Satisfaction of Hyundai cars” at trident Hyundai, Bangalore.
STATEMENT OF PROBLEM
It is very essential to know the preference or the attitudes towards the products in order
to formulate a suitable marketing strategy. Keeping this view, this project aims to study, what
is influencing the customer to buy a particular brand.
Also the strategy adopted by the manufacturers as to see that there product remain in
the market and fetching the needs and desires of the consumers.
The comparative study is done to know what kind of market strategy is adopted to
enhance their products in the market and how they are creating awareness of their products.
SCOPE OF STUDY
The study covers the comparative study of marketing strategies of Hyundai motors, at Trident
Hyundai Agency in Bangalore City.
The data which is collected are from various sources is analyzed in detail. Then conclusion are
drawn from it and suitable suggestions are given.
OBJECTIVES OF STUDY
� To determine the target group among the customers with respect to age,
income.
Customer satisfaction of Hyundai
38 New Horizon College
� To indicate the distribution methods best suited to the product and Market.
� To know customers’ acceptance of products.
� To study the price trends and Market size.
LIMITATION OF THE STUDY
1. In addition the scope of the study has been limited to Bangalore City only.
2 .Findings of the study are brand on the assumption that respondents have divulged correct
information.
3 .However on this study, if necessary the database can be augmented through additional
Survey.
METHODOLOGY OF STUDY
A Structured questionnaire is printed and distributed in the first phase. In the second
phase informal interviews are conducted together with circulating a structured questionnaire.
This is for collecting divergent viewpoints of the respondents regarding the quality aspects as
well as for not restricting them within the limits of structured answers. Besides this secondary
data is collected through library resources. Scanning through the old issues of various
newspapers, magazines.
Tools of Data Collection:
Primary Data: To gather primary data a structured questionnaire was drafted and later
modification made to arrive at a final questionnaire.
Questionnaire are formal set of question prepare to collect the required information. This is
one of the most effective and popular techniques used in surveys. However one has to be
careful while drawing up questionnaire before deciding on the questions it is important to
understand the exact nature of the information required and who should be interviewed.
Customer satisfaction of Hyundai
39 New Horizon College
The content, phrasing and the sequence of the questionnaire should also be clear and
unambiguous. The knowledge levels of the target of respondent should also be kept in mind
while drawing up the questions.
Data Collection Methods:
In dealing with any problem, once the sample has been selected data must be collected from
the sample population. There are several ways of collecting the appropriate data, which defer
considerably in the context of cost, time and other resources.
Questionnaires, Personnel Interview, Open ended, close ended & multiple
Questions in the questionnaire have been asked from the sample to draw a useful conclusion.
They can be broadly divided into two into two categories:
• Primary Source
• Secondary Source
Primary Data:
Primary data is a data which is collected from a fresh for the first time. The questionnaire
method is used for data collection
Secondary Data:
There are those data which have already been collected by someone else and have panel
through statistical power. When the researcher utilizes secondary data, he has to look into
various sources from where he can obtain data usually published data is available in:
• Technical and trade journals.
• Books, Magazines & newspapers.
• Public records & statistics.
• Historical Documents and other resources.
• Website journals, etc.
Customer satisfaction of Hyundai
40 New Horizon College
The data collected in this project is primary data and they could be made through by
Questionnaire and Observation method.
Research design:
Exploratory research - Investigation into a problem or situation which provides insights to
the researcher. The research is meant to provide details where a
small amount of information exists. It may use a variety of methods such
as trial studies, interviews, group discussions, experiments, or other tactics for the purpose of
gaining information Common data gathering methods used are questionnaire, interview, and
observation. In this study, various respondents were interviewed through the questionnaire to
get user’s profile. A sample of 100 respondents was interviewed. This Primary was
instrumental in forming the customer profile and realizing their opinions on the services of
Trident HyundaiPvt ltd
Sampling unit: A decision has to be taken concerning a sampling unit before selecting sample.
Sampling unit may be a geographical one such as state, district, village etc. or a construction unit
such as house, flat etc. or it ,may be as social unit such as family, club, school etc. or it may be
an individual . The researcher chose respondents of M/s Trident Hyundai for this study.
• Size of the sample: This refers to the number of items to be selected from the
universe to constitute a sample. This is a major problem before a researcher. The size
of the sample should be neither is excessively large, nor too small. it should be
optimum . An optimum sample is one which full fills the requirements of efficiency,
Customer satisfaction of Hyundai
41 New Horizon College
representatives, reliability and flexibility. For this study a sample size of 100
respondents were chosen.
Customer satisfaction of Hyundai
42 New Horizon College
Chapter scheme
CHAPTER 1: INTRODUCTION
This chapter contains about background of the industry and theoretical aspects.
CHAPTER 2:INDUSTRY& COMPANY PROFILE
Origin of the Industry and company, organization chart, function of the firm, finance
department, prospectus of thecompany.
CHAPTER 3:RESEARCH METHODOLOGY
Title of the study, statement of the problem, objectives of the study, scope of the study,
limitations of the study, methodology of the study, research instruments.
CHAPTER 4:DATA ANALYSIS AND INTERPRETATION
Title of the table, data table, analysis of the table, inference of the table, graphic
representation.
CHAPTER 5:SUMMARY OF FINDINGS AND CONCLUSIONS
Begins with objectives and scope of the study, findings summarized and project
conclusion.
CHAPTER 6:RECOMMENDATIONS AND SUGGESTIONS
Specific reasons and recommendations to objectives of the project work.
CHAPTER 7: CONCLUSION
CHAPTER 8:BIBLIOGRAPHY
Customer satisfaction of Hyundai
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CHAPTER-4
DATA ANALYSIS AND INTREPRETATION
Table No. 1 Showing Number of respondents according to their age groups
Age No. of Respondents Percentage
18-25 15 15%
25-30 25 25%
30-35 17 17%
35-40 30 30%
40 and above 13 13%
TOTAL 100 100%
Source: Primary data
Analysis
The above table shows that 30% of the total respondents approached are between the age
group of 35 and above. 25 % of the respondents are between the age group 25-30, 17 % of the
respondents are between the age group of 30-35. 15 % of the respondents are in the age group of
18-25.13% are 40 and above.
Graph 1: Showing Number of respondents according to their age groups
Customer satisfaction of Hyundai
44 New Horizon College
Interpretation
Majority of the respondents fall between the age group of 30 and above because their financial
stability is enhanced at this stage of their career .
Customer satisfaction of Hyundai
45 New Horizon College
Table 2: Showing Number of Respondents according to gender
Gender No. of Respondents Percentage
Male 61 61%
Female 39 39%
TOTAL 100 100%
Analysis
The above table shows that 61 % of the respondents are males and 39 % of the
respondents are females.
Customer satisfaction of Hyundai
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Graph 2: Showing Number of Respondents according to gender
Interpretation
Most of the respondents approached were males. As females prefer small cars like
Mahindra reva and tatanano. As it is more convient for them to drive around the city .
Customer satisfaction of Hyundai
47 New Horizon College
Table No. 3 Showing number of respondents according to occupation
Occupation No. of Respondents Percentage
Business man 45 45
Employed 5 5
Engineer 10 10
Doctor 23 23
Housewife 5 5
Students 5 5
Others 7 7
TOTAL 100 100
Customer satisfaction of Hyundai
48 New Horizon College
Analysis
The above table shows that 45 % of the respondents are businessmen, 23% of the
respondents are Doctors, 10 % of the respondents are Engineer, 7 % of the respondents belong to
other class where as 5 % of the respondents are employed, house wife and student respectively.
Graph 3: Showing number of respondents according to their occupation
0
5
10
15
20
25
30
35
40
45
No. of R
espondents
Busin
ess m
an
Em
plo
yed
Engin
eer
Docto
r
Housew
ife
Stu
dents
Oth
ers
Occupation
Business man Employed Engineer Doctor
Housewife Students Others
Customer satisfaction of Hyundai
49 New Horizon College
Interpretation
Most of the respondents approached where Businessmen has Hyundai car are a status
symbol for them.
Customer satisfaction of Hyundai
50 New Horizon College
Table No. 4 Showing Respondents according to Annual Income
Annual Income No. of Respondents Percentage
Above 200000 5 5
200000-250000 12 12
250000-300000 28 28
300000 & Above 55 55
TOTAL 100 100
Analysis
The above table shows that 55 % of the respondents fall in the income group of 3, 00,000
and above, 25 % of the respondents fall in the income group of 2,50,000-3,00,000. 12% of the
respondents fall in the age group of 2,00,000-250000. 5% of the respondent fall in the income
group of 2,00,000 and above.
Customer satisfaction of Hyundai
51 New Horizon College
Graph 4: Showing Respondents according to Annual Income
0
10
20
30
40
50
60
No.
of
Respondents
Ab
ove
200000
200000
-250000
250000
-300000
300000 &
Ab
ove
Annual Income
Above 200000 200000-250000 250000-300000 300000 & Above
Interpretation
Customer satisfaction of Hyundai
52 New Horizon College
Most of the respondents have an annual income of 3, 00,000 and above, that is they
belong to higher income group as the majority of the respondents where businessmen and they
generally belong to a higher income group.
Customer satisfaction of Hyundai
53 New Horizon College
Table 5: showing whether the respondents have seen the advertisement of
Hyundai
Gender No. of Respondents Percentage
Yes 72 72
No 28 28
TOTAL 100 100
Analysis
The above table shows that 100 % of the respondents have seen the advertisement of
Hyundai.
Customer satisfaction of Hyundai
54 New Horizon College
Graph 5: showing whether the respondents have seen the advertisement of
Hyundai.
Interpretation
Around 72% of the respondents have seen the advertisements of Hyundai cars
becauseHyundai has a very good and vast advertising strategy.
Customer satisfaction of Hyundai
55 New Horizon College
Table 6: Showing No. of respondents according to the
Media in which they have seen Hyundai
Analysis
The above table shows that 60% of the respondents have seen the advertisement of
Hyundai cars in television, 15% in newspapers,10% magazine, 15 %Hoarding.
Media No. of Respondents Percentage
Television 60 60%
Newspaper 15 15%
Magazine 10 10%
Hoarding 15 15%
TOTAL 100 100
Customer satisfaction of Hyundai
56 New Horizon College
Graph 6: Showing No. of respondents according to the
Media in which they have seen Hyundai
Interpretation
Television is the most effective media for advertising.
Customer satisfaction of Hyundai
57 New Horizon College
Table 7: showing No of respondents according to the vehicle they own
Vehicle No. of Respondents Percentage
Santro 40 40
Accent 20 20
Elantra 16 16
Sonata 12 12
Terracan 8 8
Getz 4 4
TOTAL 100 100
Analysis
The above table shows that 30 % of the respondents own a Santro, 20 % of the respondents own
Accent, 16 % of the respondents own Elantra. 12 % of the respondents own Sonata, 8 % of the
respondents own Terracan and 4 % own Gets.
Customer satisfaction of Hyundai
58 New Horizon College
Graph 7: Showing No of respondents according to the vehicle they own
0
5
10
15
20
25
30
35
40
No
. o
f R
esp
on
de
nts
Santro Accent Elentra Sonata Terracan Getz
Vehicle
Santro Accent Elentra Sonata Terracan Getz
Interpretation
Most of the respondents own Santro as it is a low budget hatchback car.
Customer satisfaction of Hyundai
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Customer satisfaction of Hyundai
60 New Horizon College
Table 8: showing No of respondents according to the duration of ownership
Year No. of Respondents Percentage
0-1 14 14
1-2 14 14
2-3 17 17
3-4 25 25
4-5 30 30
TOTAL 100 100
Analysis
The above table shows that 30 % of the respondents fall in the group of 4-5 years, 25 %
of the respondents fall in 3-4 years, 17 % of the respondents fall in 2-3 years whereas 14 % of
the respondents fall in the group of 0-1 and 0-2 years respectively.
Customer satisfaction of Hyundai
61 New Horizon College
Graph 8: Showing No of respondents according to the duration of ownership
0
5
10
15
20
25
30
No
. o
f R
esp
on
de
nts
0-1 1-2 2-3 3-4 4-5
Years
0-1 1-2 2-3 3-4 4-5
Interpretation
Customer satisfaction of Hyundai
62 New Horizon College
Most of the respondents own a Hyundai car for a period of 4-5 years because of the good
quality and after sale service of the brand.
Customer satisfaction of Hyundai
63 New Horizon College
Table 9: showing number of respondents according to the factor they
considered the most in choosing Hyundai cars
Factors No. of Respondents Percentage
Need 25 25
Brand name 20 20
Safety 20 20
Self esteem 10 10
Availability in
the market
5 5
Style 15 15
Others Specify 5 5
TOTAL 100 100
Analysis
The above table shows that 25 % of the respondents fall under need factor, 20 % of the
respondents go for brand name and safety, 10 % of the respondents fall under self esteem, 15 %
Customer satisfaction of Hyundai
64 New Horizon College
of the respondents fall under the group style, 5 % of the respondents fall under Availability &
other category.
Graph 9: showing number of respondents according to the factor they
considered the most in choosing Hyundai cars
Interpretation
Most of the respondents consider need as the major factor in choosing a Hyundai car.
Brand name and safety are also considered equally, style and self esteem also play an important
roll in choosing the Hyundai cars.
Customer satisfaction of Hyundai
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Table 10: showing No of respondents according to their preference rating
Preference Excellent Good Moderate Cant Say Total
Resp % Resp % Resp % Resp % Resps %
Comfort 6 6 84 84 10 10 0 0 100 100
Safety 19 19 74 74 7 7 0 0 100 100
Mileage 0 0 72 72 28 28 0 0 100 100
Maintenance 10 10 70 70 20 20 0 0 100 100
Power 12 12 66 66 22 22 0 0 100 100
Status 0 0 100 100 0 0 0 0 100 100
COMFORT
Analysis;
The above table shows that 84 % of the respondents say that the comfort is good, 10 % of
the respondent say that the comfort is moderate, 6% of the respondents find comfort to be
excellent.
SAFETY
Customer satisfaction of Hyundai
66 New Horizon College
Analysis:The above table shows that 74% of the respondents say that the safety is good, 19%
of the respondents say that the safety is excellent, 7% of the respondents say that the safety is
moderate.
Interpretation:
Most of the respondents prefer a Hyundai car for its safety features which are better when
compared to other brands.
MILEAGE
Analysis:
72% of the respondents say that the mileage of their car is good, 28% of the respondents
say the mileage is moderate.
Interpretation:
Most of the respondents say that the mileage is good.
MAINTENANCE
Analysis;
The above table shows that 70 % of the respondents say that the maintenance is good,
20% of the respondents say that the maintenance is moderate, 10 % of the respondents say it is
excellent.
Customer satisfaction of Hyundai
67 New Horizon College
Interpretation;
Most of the respondents feels that Hyundai cars are maintainess free when compared to
other competing brands.
POWER
Analysis; The above table shows that 66% of the respondents say that the power of their
vehicle is good, 22% of them say that the power is good, 12 % of the respondents find the power
to be excellent.
Interpretation;
Most of the respondents say that the power of their vehicle is good.
STATUS
Analysis;
The above table shows that 100 % of the respondents feel the status to be good.
Interpretation;
All the respondents say that the status of their Hyundai vehicle is good.
Customer satisfaction of Hyundai
68 New Horizon College
Graph 10: showing No of respondents according to their preference rating
Customer satisfaction of Hyundai
69 New Horizon College
0
20
40
60
80
100
120
Co
mfo
rt
Sa
fety
Mile
ag
e
Ma
inte
na
nce
Po
we
r
sta
tus
Preference
No
. o
f R
esp
on
de
nts
Excellent Good Moderate Cant Say
Interpretation;
Most of the respondents say that the comfort is good.
Customer satisfaction of Hyundai
70 New Horizon College
Table 11: showing the opinion of respondents about the quality of Hyundai
vehicles
Opinion No. of respondents Percentage (%)
Excellent 15 15
Good 70 70
Satisfactory 5 5
Not Satisfactory 10 10
Total 100 100
Analysis;
The above table shows that 70% of the respondents say the quality of the Hyundai vehicle is
good. 15% of the respondents say the quality is excellent. 5% of the respondents say that the quality of
the Hyundai vehicle is satisfactory, not satisfactory is 10%
Customer satisfaction of Hyundai
71 New Horizon College
Graph 11: showing the opinion of respondents about the quality of Hyundai
vehicles
Interpretation;
The opinion of most of the respondents is that the quality of Hyundai car is good
compared to others.
Customer satisfaction of Hyundai
72 New Horizon College
Table 12: showing No. of Respondents according to their likings about
Hyundai Car
Options No. of Respondents Percentage (%)
Power 11 11
Performance 15 15
Interiors 8 8
Fuel Economy 18 18
Low Maintenance 11 11
All the Above 37 37
TOTAL 100 100
Analysis;
The above table shows that 37% of the respondents like all the above options. 18% of the
respondents like fuel economy, 15% of the respondents like performance, 11% of the
respondents like power and low maintenance respectively. 8% of the respondents like the
interiors.
Customer satisfaction of Hyundai
73 New Horizon College
Graph 12: showing No. of Respondents according to their likings about
Hyundai Car
0
5
10
15
20
25
30
35
40
No. of R
espondents
Pow er Interiors Low
Maintenance
Options
Pow er Performance Interiors Fuel Economy Low Maintenance All the Above
Customer satisfaction of Hyundai
74 New Horizon College
Interpretation;
Most of the respondents like all the options about Hyundai Car.
Customer satisfaction of Hyundai
75 New Horizon College
Table 13: Showing No. of Respondents according to their satisfaction Level
Options No. of Respondents Percentage (%)
Highly Satisfied 15 15%
Satisfied 75 75%
Highly Unsatisfied 5 5%
Unsatisfied 5 5%
TOTAL 100 100
Analysis;
The above table shows 75% of the respondents say that they are satisfied with Hyundai.
15% of the respondents say that they are highly satisfied.
Customer satisfaction of Hyundai
76 New Horizon College
Graph 13: Showing No. of Respondents according to their satisfaction Level
Interpretation;
All the respondents are satisfied with Hyundai, with 5% unsatisfaction.
Customer satisfaction of Hyundai
77 New Horizon College
Table14: Showing No. of respondents According to their opinion about after
sales Service
Options No. of Respondents Percentage (%)
Excellent 60 60%
Good 15 15%
Satisfactory 15 15%
Not Satisfactory 5 5%
Not good 5 5%
TOTAL 100 100
Analysis;
The above table shows that 15% of the respondents say that the after sales service is
good. 60% of the respondents regarded as excellent. 15% of the respondents say that the after
sales service is satisfactory.
Customer satisfaction of Hyundai
78 New Horizon College
Graph 14: Showing No. of respondents according to their opinionabout after
sales
Service
Interpretation;
Most of the respondents have a good opinion about after sales service provided by
Trident Hyundai.
Customer satisfaction of Hyundai
79 New Horizon College
Table 15: Showing whether the respondents will suggest their friends to buy a
Hyundai Car.
Response No. of Respondents Percentage (%)
Yes 74 74
No 26 26
TOTAL 100 100
Analysis:
The above table shows that 74 % of the respondents will suggest their friends to buy a
Hyundai Car.
Customer satisfaction of Hyundai
80 New Horizon College
Graph 15: Showing whether the respondents will suggest their friends to buy
a Hyundai Car
Interpretation:
74 % of the respondents are satisfied with their Hyundai car and will suggest their friends
to buy it.
Customer satisfaction of Hyundai
81 New Horizon College
CHAPTER-5
SUMMARY OF FINDINGS
1. The survey shows that most of the respondents owning a Hyundai car fall in
the age group of 35 and above.
2. It is also observed that most of the respondents are male (61 %).
3. The study shows that most of the respondents owning a Hyundai car are
Businessman, government officials, company employees and middle age men’s.
4. The study reveals that most of the Hyundai car owners have Annual income of 3,
00,000 and above, they belong to high income group.
5. The study shows that the entirerespondent is aware of Hyundai and all have seen
the advertisement of Hyundai.
6. The study shows that Television is the most effective media for advertising as
several of respondents came to know about Hyundai through Television.
7. Majority of the respondents own Santro (30 %) ,Verna (20 %), i10 (15 %),
i20 (10 %), Xcent(9 %) , Sonata (7 %) , Eon( 5 %) , Santa fe( 4 %) .
8. Most of the respondents own a Hyundai car from 4 to 5 years.
9. Majority of the respondents consider need as the major factor in choosing
Hyundai car(25%). Brand name (20 %) are also considered equally style and self-
esteem also play an importantrole in choosing Hyundai cars.
10. Majority of respondent have a good opinion about Hyundai when asked to
compare with other cars .few of them say that Hyundai is excellent compared to
other brands.
11. Most of the respondent say that they like everything about their cars like power,
performance, Interiors, Fuel economy and low maintenance.
12. The study shows that mostly of the respondent (75 %) are satisfied with Hyundai
whereas (15 %) of them are highly satisfied with their cars.
Customer satisfaction of Hyundai
82 New Horizon College
13. The study shows that most of the respondents (86 %) are satisfied with the
after sales service and say it is good. (10 %) of them say it is excellent. Whereas some of
them (4 %) say it is just satisfactory.
14. The study shows that most of the respondents have a good opinion aboutafter sales
service provided by Trident Hyundai.
15. The survey shows that all the respondents (75 %) are satisfied with Hyundai cars and that
they will suggest their friends to buy a Hyundai car.
Customer satisfaction of Hyundai
83 New Horizon College
CHAPTER-6
RECOMMENDATION
The satisfaction level of all the respondents is high but still I would like to recommend
the following.
• There are three key elements that effect the satisfaction level of customer they are :
♦ Quality of the product
♦ Customer satisfaction oriented service operation
♦ High quality service
1) Hyundai motor company should try to improve on the quality of product
2) Hyundai motor company should concentrate on customer satisfaction oriented after sales
support. Hyundai motor should develop new service program such as service clinic,
assistance to setup for newly initiated markets and service vehicle for customers.
3) High quality service can be represented by speedy work, reliable servicing and sincere
attitude to the customers. All this can be achieved by:
• Trained service staff working in a well equipped work shop.
• Training should be provided to the technicians with latest updates.
Customer satisfaction of Hyundai
84 New Horizon College
SUGGESTION
1) Rather than looking at all aspects of choices or consumption experience, “Trident
Hyundai.” Can concentrate on those aspects that are of direct interest or are directly
controllable.
2) Managerial decisions should be made considering these aspects.
3) Research should be done to come up with more car safety and comfort features.
4) Hyundai should come up with vehicle with better mileage considering the Indian roads
and the poor traffic.
5) Hyundai should aim at high quality service, speedy work reliable servicing and sincere
attitude to the customer in order to achieve customer satisfaction.
6) “Trident Hyundai.” Should have a better and professional approach towards each
customer.
7) Trident Hyundai should organize exchange melas.
8) Trident Hyundai should put up service camps around the city of Bangalore to insure
better customer satisfaction.
9) Trident Hyundai Motors should pass on information to Hyundai.
10) Hyundai should come up with vehicle for students which are affordable and trendy.
Customer satisfaction of Hyundai
85 New Horizon College
CONCLUSION
Today in the customer driven economy, all firm are engaged in arat race to attract
customers and build a long term relationship with their loyal customer. The key to customer
loyalty is through customer satisfaction. A satisfied customer will act as a spokesperson of the
company’s product, and bring in more buyers. So marketers have to ensure customers value
satisfaction. For this they have to ensure
• Products are developed to meet customer requirements.
• Brands are positioned so as to convey ‘distinctiveness’.
• Delivery to reinforce the promptness in making available to the consumers a ‘value
added’ product.
• Relationships are built to offer lifetime customer value to enable the consumer to
experience ‘value satisfaction’.
All the efforts of the marketers at trying to understand buying motives, organizing buying
behavior and working out suitable promotional strategy to suit the consumer behavior is to
ensure consumer satisfaction. In today’s competitive environment, where companies are
adopting various methods to woo the prospective consumers, marketers have to make all efforts
to understand all the complexities which go into the buying behavior.
Customer satisfaction of Hyundai
86 New Horizon College
BIBLIOGRAPHY
BOOKS:
BOOK REFERENCES
1. HawkinsDei I, Consumer Behavior, Tata McGraw Hill, New Delhi, 2007
2. Dr.BalajiB., Services Marketing and Management, S. Chand & company Ltd.
New Delhi, 2007
3. HellerRobert R., The Complete guide to Modern Mangement, Jaico Publishing
House, Mumbai, 2000
4. KothariC. R., Research Methodology Methods and Techniques, New Age
International Pvt. Ltd, New Delhi, 2005
5. AroraP. N., Statistics for Management, S. Chand & Company Ltd. New Delhi,
2007
6. CooperDonald R., Pamel S Schindler, Business Research Methods, TheMc
Graw Hill Companies, 2006
WEBSITE
1.http://www.Hyundai.com/
2.http://en.wikipedia.org
3.http://www.bus.umich.edu/
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