project presentation 2005 p.saravana kumar reg no - 71103631

8/7/2019 Project Presentation 2005 P.saravana Kumar Reg No - 71103631

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PROJECT TITLE

A STUDY ON THE CONSUMER PERCEPTIONOF HYUNDAI SANTRO CARS IN SALEM

CITY.

COMPANY NAME

Hyundai Motors India Limited, Chennai

PRESENTER NAME

P.Saravana Kumar M.B.A.,

Reg No: - 71103631038


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Objectives of the studyObjectives of the study

1. To identify the various attributes of Santro cars and other cars that influences

on an individuals choice among alternatives.

2. To identify the attractiveness of the Santro advertisement.

3. To identify the reason for the brand preference over the competing brands

and to find out the consumer perception on various attributes of the products.

4. To identify the maintenance handling system adopted by the users.

5. To find out the consumer satisfaction level on service provided by the dealers

and also towards their product.

6. To identify the level of brand loyal customers.

7. To identify the kinds of recommendations made towards the product to

others.


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Scope of the studyScope of the study

1. It helps the organisation to understand the consumer psychology on

choosing the product or service so that easily the product can be

positioned.

2. It assesses the preference of choosing the Santro Car by the

respondents.

3. The study helps us to know about the Customer perception towards

Santro Cars and other competing brands.

4. It also helps to assess the real opinion and mindset of consumers and

aids to meet out their expectation in future in turn that will increases the

volume of sales.

5. It helps the company to understand the efficiency of dealer service

provided to the consumers, so that it can create the root for further

improvement.

6. It identifies the usage and maintenance system adopted by the

consumers so that it helps the company to educate the customers further

towards the product usage and maintenance. So that it really creates animpact on consumer perception towards the product.


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Limitations of the studyLimitations of the study

1. The Survey was limited to Salem City only.

2. The Study covers only five variants of competing brands that includes

Hyundai Santro, Tata Indica, Maruti Alto, Maruti Wagon R, Maruti Zen.

3. The respondents were less interested in answering the questionnaire, as

they felt that it was an interruption to their regular work.

4. The number of respondents was limited to 350 only.

5. Some of the respondents are not open in giving their opinions. This is

normal in any field study.


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Research MethodologyResearch MethodologyRESEARCH DESIGN:

Descriptive Research Design is used, in order

to meet the research objectives.

Descriptive research design includes surveys and

fact findings, enquires of different kinds. The major

purpose of Descriptive research is description of stateof affairs, as it exists at present.


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Research Methodology(Cont.,)Research Methodology(Cont.,)SOURCES OF DATA:

PRIMARY DATA: -

Data are collected for the first time for a specific purpose in mind

using the Questionnaire method. Questionnaire throughpersonal contacts and telephone calls.

SECONDARY DATA:

The data already collected and published are referred

through Sales Guides of the Company and through thefollowing website

www. hyundai.co.in

www.broadwaycarsonline.comRESEARCH PLAN

Data source: Primary and Secondary data

Research Approach: Survey method

Research Instrument : Questionnaire

Contact method : Direct Personal/ Telephone Calls

Sample size : 350


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Research Methodology(Cont.,)Research Methodology(Cont.,) Sampling Design: -

Population: -

For the present study the population was the followingSmall car users;

Hyundai Santro

Tata Indica

Maruti Alto Other cars segment

Maruti Zen

Maruti Wagon RSampling Method: -

Stratified Random sampling method in Probability Samplingis used in this study.

Sample Frame: - Consumer database lists

Sample size : - 350


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STATISTICAL TOOLS

To analyse the data the following toolswere applied:

Percentage Analysis

Chi square Test

Percentage Analysis Application: -

Age Level

Gender

Educational Qualification

Income Level of consumers

Family Size


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Usage level of the car in years

Driving Kilometer per day

Influencing Factors on purchase

Advertisement Attractiveness

Influencing Groups in purchasing

Satisfaction Level on Service, Product

Users Maintenance Handling System Brand loyalty level

Level of recommendations

Percentage Analysis ApplicationPercentage Analysis Application


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Chi Square ApplicationChi Square Application

(Santro and other cars)(Santro and other cars)

Relationship between age and consumerperception

Relationship between gender andconsumer perception

Educational qualification and consumer

perception Monthly income and Consumer perception

Family size and consumer perception.

Usage Level and consumer perception.


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Findings of the studyFindings of the study

(Percentage Analysis)(Percentage Analysis)

1. 34.2% of the respondents using Santro cars and 52.7% of the respondents using othercars belong to age group of Above 40 years.

2. In Santro cars most of the respondents (61.6%) are Male and in other cars most of the

respondents (92.8%) are Female.

3. 84.9% of the respondents using Santro cars and 87.4% of the respondents using other

cars are married.

4. Santro cars most of the respondents (38.4%) are graduates, (38.4%) are Post

Graduates and in other cars most of the respondents (43.7%) are graduates.

5. In Santro cars most of the respondents (35.6%) are under the income category of Rs.

15001- 20000 and in other cars most of the respondents (28.8%) earning are in the

income range above Rs. 25000.

6. In Santro cars most of the respondents (46.6%) are having 4-5 members in their familyand in other cars most of the respondents (59.9%) are also having their family size of

4-5 members.

7. In Santro cars most of the respondents (38.4%) are using the car upto 3 years and in

other cars most of the respondents (40.1%) are using the car above 5 years.

8. In Santro cars most of the respondents (42.5%) are driving 25-50km per day and in

other cars most of the respondents (40.1%) are also driving 25-50 km per day.


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9. In Santro cars most of the respondents (19.4%) are influenced by performance and in

other cars most of the respondents (23.4%) are influenced by low maintenance cost.

10. In Santro cars most of the respondents (71.2%) are preferred the car by self and in

other cars most of the respondents (74.4%) are also preferred the car by self.

11. In Santro cars most of the respondents (68.5%) have seen the dealers advertisement

out of which and in other cars most of the respondents (64.3%) have not seen thedealers advertisement.

12. In Santro cars most of the respondents (70.0%) have opined that the advertisement is

attractive and in other cars most of the respondents (58.5%) have opined as

attractive.

13. In Santro cars most of the respondents (60.3%) are high level perception and in other

cars most of the respondents (40.1%) are having medium level perception.14. In Santro cars most of the respondents (97.3%) are going for scheduled maintenance

and in other cars most of the respondents (98.2%) are also going for scheduled

maintenance.

15. In Santro cars most of the respondents (64.8%) are getting their reminders of the

maintenance time through personal records and in other cars most of the respondents

(48.8%) are getting reminders of the maintenance time through automobile dealers.


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16. In Santro cars most of the respondents (68.5%) have opined that service is very good

and in other cars most of the respondents (61.7%) have opined that service is very

good.

17. In Santro cars most of the respondents (71.2%) are satisfied and in other cars most of

the respondents (76.6%) are also satisfied.

18. In Santro cars most of the respondents (69.9%) are brand loyal customers and in other

cars most of the respondents (67.9%) are also brand loyal.

19. In Santro cars most of the respondents (80.8%) are certainly recommended the product

to friends and relatives and in other cars most of the respondents (88.4%) are alsocertainly recommended the product to their friends and relatives.


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(Chi(Chi--square Analysissquare Analysis Santro Cars)Santro Cars)

1. There is close significant relationship between the Age and Customer

Perception towards Santro Cars.

2. There is close significant relationship between the Gender and CustomerPerception towards Santro Car.

3. There is close significant relationship between the Educational Qualification

and CustomerPerception towards Santro Car.

4. There is close significant relationship between the Income Level and

CustomerPerception towards Santro Cars.

5. There is close significant relationship between the family size and Customer

Perception towards Santro Cars.

6. There is close significant relationship between the usage period and

CustomerPerception towards Santro Cars.


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(Chi(Chi--square Analysissquare Analysis Other Cars)Other Cars)

1. There is close significant relationship between the age and Customer

Perception towards Other Cars.

2. There is no significant relationship between the Gender and CustomerPerception towards other Cars.

3. There is close significant relationship between the Educational Qualification

and CustomerPerception towards Other Cars.

4. There is close significant relationship between the Income Level and

CustomerPerception towards Other Cars.

5. There is close significant relationship between the family size and Customer

Perception towards Other Cars.

6. There is close significant relationship between the using period and

CustomerPerception towards Other Cars.


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QuestionnaireQuestionnaireRespondent No.____________

1. Name :

2. Occupation :

3. Age :

4. Gender : a) Male b) Female

5. Educational qualification :a) High School b) Graduate

c) Post Graduate d) Others____________

6. Monthly income level :

Under 15,000 15,00120,000 20,001-25,000 25,000 & above

7. Marital status : a) Married b) Unmarried

8. How many people living in your home including yourself? ___________

9. Specify the brand of your car : _________________________________

10. How many years you are using this car?

a) Upto 3 years b) 4 - 5 years d) Above 5 years


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QuestionnaireQuestionnaire

11. How many kilometres on an average do you drive per day?Less than 10 10 25 25 50 50 80 80 & above

12. What are the factors you considered while purchasing your car?

1. Price 6. Size

2. Brand Name 7. Mileage

3. Comfort 8. Performance

4. Safety 9. Maintenance Cost

5. Design 10. Others___________

13. Who influenced you to prefer this car particularly over the other brands?

a) Dealers b) Family members

c) Friends & Relatives d) Others (please specify)___________

14. Have you seen the Dealers advertisement of the Santro cars?

a) Yes b) No


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QuestionnaireQuestionnaireIf Yes, is the advertisement is attractive?

a) Highly attractive b) Attractive

c) Moderately attractive d) Not attractive

15. Why did you prefer this brand specifically over the other brands?

(Open Ended Question)


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16. Please mark your opinion on the following aspects of your car

S.No. AttributesVery

HighHigh Moderate Low

Very

Low

1 Price

2 Quality

3 Safety

4 Interiors

5 Exteriors

6 Performance

7 Mileage

8 Comfort

9Maintenance

Cost


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17. When do you handle maintenance related automobile problems?

a) Through scheduled maintenance b) As problem arise

c) Postpone as long as possible d) Others (please specify)_____

17.1 If scheduled maintenance is done on your automobile, how do you keep track of what

has been done?

a) a) Automobile Dealers Reminder b) Mechanic Shop reminders.

c) Personal Records d) Others (Please specify)_________

18. We are interested in your opinion about After Sales Service offered by the dealer to

your car?

a) Excellent b) Very good c) Average d) Below average

19. Are you satisfied with your car?

a) Very satisfied b) Satisfied c) Dissatisfied d) Highly dissatisfied

20. Will you recommend your car to your friends and relatives?

a) Certainly b) Uncertain c) Will not recommend


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QuestionnaireQuestionnaire21. If you come across a new model/Variety from a competitor, will you switch over?

a) Yes b) No

22. Opinions and Suggestions about Santro

__________________________________________________________

___________________________________________________________

23. Address for communication

__________________________________________________________________

__________________________________________________________________

__________________________________________________________________

Tel No___________________________ Mob_______________________

Thank You

project presentation 2005 p.saravana kumar reg no - 71103631

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