Market Research and Analysis - Hyundai

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Management Research Project On
Watch Industry Submitted By ………

A Report submitted in partial fulfillment of the requirements of MMS Program at …… College of Management

Submitted To Prof. ………..

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DECLARATION
I, Mr ………., of ….College of Management, M.M.S hereby declare that I have completed my project on Comparative analysis between ……… in the academic year……. The information submitted is true and original to the best of my knowledge.

Place: Mumbai Date:

Navi Mumbai

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ACKNOWLEDGEMENT
It is my esteemed pleasure to present the management research project on …….. It is my gratification to present this Final Report, which is a part of academic requirement for year …... Before I get into thick of the things, I would like to express my warm gratitude towards all those who are the part of this project in numerous ways…..People who gave unending support right from the stage the project idea was conceived. I express my gratefulness to ….. who is the director of our college, & …… my faculty guide for the project, for giving me the opportunity to work on this report; then ….. who gave me chance to work on such a live project, Thanks to my project guide at YMT College of Management who is the inspiring force and 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 200809

Submitted to:
Faculty Guide … College of Management Director …… 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 of passenger 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 600,000 units 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 production capacity, 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 Maket Research And Analysis 6

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, CNBCTV18 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 world’s 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 nonconsolidated 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 concerned parties”. It is the responsibility of the marketing system to discover and serve the market demands. It provides the vital link in connecting production (supply) and consumption (demand). Optimum production and optimum consumption will ensure a desired standard of living in an economy. The standard of living of people in India is low. An increase in the

efficiency of the market operation can bring down the prices and thus, contribute to an improved standard of living by bringing more goods with in reach of the poorer section of the population. Improved marketing productivity in India will not only add to the profits of the company which makes as effort to achieve better marketing efficiency but will also give inputs to the development of the country.

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RESEARCH DESIGN
A research design is a specification of method and procedures or acquiring the information needed. 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. importance. This product has a reference influence on the wire hence “publicity” advertisement is A brand’s for the sales growth to some extent depends on the In developing a brand strategy, it is publicity and also reference influences. It is the overall observational pattern or framework of the projects that stipulates what information is to be collected, from

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 company service 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 data from company profile, brochures. C. Sample Size: 100 consumers who own Hyundai cars. Collection Method: personal. D. Tool: a structural questionnaire was prepared to collect information

pertaining to the study. 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. percentile inferences were drawn. through charts and graphs. By Every table for each test is represented

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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 limited to 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 customer’s 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 mela’s, fair’s 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 will advice 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 operator’s 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. vehicle is attended for greasing. Change of all in the engine and other The aggregates are also done as specified for various HYUNDAI models.

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 on the 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. 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 Recruitment is also based on experience of the

 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 Upto 25 Years 26-35 Years 36-45 years 46-60 60 and above Total Respondents 10 25 30 20 15 100

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

30 25 20 15 10 5 0

Respondents

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

Respondents 10 25 20 25 20

25 20 15 10 5 0 10

25 20

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

Respondents

ANALYSIS:

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From the table we see that the people from all income groups will preferably go for Hyundai Cars segment. We can’t perfectly say because of their taste and preferences, and with the higher income group, we can naturally expect that they prefer to buy luxury cars. INTREPRETATION & INFERENCES: Here the customers from 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 Manufacturers reputation Availability of service Cost of the vehicle Looks of the vehicle

Respondents 30 40 20 10

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

40

ANALYASIS:

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From the above chart we can make out that most of the buyers say that they have purchased the car because of the availability of service and manufacturing reputation of the company and importance towards the cost of the vehicle as well. INTREPRETATION & INFERENCES: From this we can make out that the company has created a Good Brand loyalty among the customers and because of the luxury provided by the company towards the vehicle and the good service facility available from the dealer side. So people would like to buy the Hyundai cars because of the available facilities and also due to the reputation which is gained by the manufacturer.

IV. AWARENESS ABOUT THE CAR Maket Research And Analysis 25

Sources Television Advertisement Newspaper Advertisement Friends and Relatives Other Sources Total

Respondents 35 15 45 5 100

5 35
Television Advertisement Newspaper Advertisement Friends and Relatives Other Sources

45

15

ANALYSIS:

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From the above findings we can make out that FRIENDS AND RELATIVES i.e. word of mouth publicity has made the Customers to purchase the Hyundai Cars and also the Television Advertisement has play a major role in the purchase of Hyundai Cars. INTREPRETATION & INFERENCES: Here we can see that the impact of friends and relatives and the role of media publicity had played a major role in the purchase of Hyundai vehicles. The satisfied Hyundai customers will recommend their friends and relatives to buy the Hyundai car and the television advertisement will let the people to know about the vehicle more.

V. HOW THE CAR IS BEING PURCHASED

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Mode of Purchase Through Loan Direct Payment

Respondents 60 40

40

Through Loan Direct Payment

60

ANALYSIS: As per the findings from a group of 100 customers it has been found out that 60% of the people had purchased the vehicle by taking loans. Remaining 40% of people through direct payment. INTREPRETATION & INFERENCES: Here most of customers have purchased the car through loans. So the company should provide some good finance option by giving attractive finance schemes and good interest 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 Looks Price Colour Engine Capacity Pickup Accessories

Respondents 10 15 10 20 30 15

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

30

15

Looks Price Colour Engine Capacity Pickup Accessories

ANALYSIS: Maket Research And Analysis 29

From the above table we can draw the information that the most of the people give much preference to the pick up and engine capacity and also some importance towards looks mileage etc.

INTREPRETATION & INFERENCES: Since consumers consider more than one factor for buying a car. Most of them have chosen because engine capacity, mileage, price, pickup because people of our country are much aware about the value of the money. This car provides and fulfills most of the needs like reasonably priced, good mileage, pick-up etc.

VII. CUSTOMER EXPERIENCE AT THE TIME OF PURCHASE OF THE CAR Parameters Opinions

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

Satisfied Satisfied Satisfied Satisfied

ANALYSIS: From the above table we come to know that the experience of the customers with the dealer was good in all aspects mentioned in the table at the time of purchase of the car INTREPRETATION & INFERENCES: Here all the customers are satisfied with all the parameters. So it is better to maintain the same or to improve on it. The dealer must not only be customer caring at the time of purchase of the product but he must follow the same always i.e. even after the sales of the product which helps for the long run of the organization.

VIII. FURTHER PLANS OF THE CUSTOMERS TOWARDS NEW CAR Car Respondents

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Hyundai Opel Hindustan Motors Maruthi Ford Honda

40 05 10 10 15 20

40 35 30 25 20 15 10 5 0

40

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

ANALYSIS: From the above table we can draw the inference that the people are well satisfied with the Hyundai car and when the survey is conducted, the Maket Research And Analysis 32

people were asked about their future plan of purchasing new vehicle. Maximum of them are preferring Hyundai vehicles. INTREPRETATION & INFERENCES: Here when the customers were asked about their future car most of them opted toward Hyundai. This shows there brand loyal toward the company and their faith toward the company. we find that the Hyundai car is ranked as top most position, with such a good percentage we can easily make out that Hyundai Cars is liked by most of the people. The organization must keep on conducting the surveys, should identify the needs of the customer and it should try to fulfill them for its long run and to retain the market share. When the surveys is conducted the information drawn is if the Hyundai Customers planning go for a new car he is once again back to Hyundai with more luxury and good features, which have satisfied him.

IX. PURPOSE OF THE CAR Purpose of Use Own use Respondents 75

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Company use Taxi Service

20 05

5 20
Own use Company use Taxi Service

75

ANALYSIS: Of the 100 respondents 75% of them say that the vehicle is used for OWN USE and only 20% use for company purpose and 5% for Taxi purpose. INTREPRETATION & INFERENCES: From this we can say that the car is purchased more than 70% for OWN USE 25% for company use and 5% for taxi services. This shows that the Hyundai cars are purchased to make use for own purpose not for the commercial purpose. So the Hyundai vehicles are termed as complete family vehicle with required family comforts and luxuries. X. OPINION ABOUT THE PRICE OF THE CAR BY THE CUSTOMER Price Rated Respondents

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Highly priced Reasonably priced Approximately priced Below level Priced

12 74 14 0

80 70 60 50 40 30 20 10 0 12

74 Highly priced Reasonably priced Approximately priced Below level Priced

14 0

Respondents

ANALYSIS: From the above table we can draw the inference that the pricing of the car is well accepted by the customers. 74% of them say that Hyundai Car is reasonably priced. Maket Research And Analysis 35

INTREPRETATION & INFERENCES: From the above we can say that the price of Hyundai cars is reasonably priced the customers have accepted the price and the customers are satisfied from the price of the Hyundai cars. So the company should maintain the price any try to reduce the price to slight extent if possible.

XI. OCCUPATION OF THE HYUNDAI CAR OWNERS: Occupation Respondents

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Government Professionals Business Housewife Retired

10 40 30 10 10

40 35 30 25 20 15 10 5 0 10

40 30 Government Professionals Business Housewife Retired

10

10

Respondents

ANALYSIS: From the above table we can make out that the Hyundai car buyers are more in number from the Business Group as well as professionals.

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INTREPRETATION & INFERENCES: Here most of the Hyundai car customers are from professional back ground and business background. so they opt for the luxury and good performed vehicles. Hyundai cars has satisfied all there needs and demands. So all the customers are satisfied about the vehicle From this we can make out that business people and professionals have more buying power groups. compared to other occupational

XII. PERFORMANCE RANKED BY THE CUSTOMER Performance Pick-up Highly satisfied 30 Satisfied 58 Dissatisfied 12

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Interior Mileage Road Handling Comfort Visibility Service Backup

6 20 42 34 22 56

60 60 40 40 54 30

34 20 18 26 24 14

60 50 40 30 20 10 0 Highly satisfied Satisfied Dissatisfied Pick-up Interior Mileage Road Handling Comfort Visibility Service Backup

ANALYSIS: From the table we can make out that most of the Hyundai car customers are satisfied about the performance of pickup, mileage, interior, Road handling, comfort, visibility, service. INTREPRETATION & INFERENCES:

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From the above we can say that some Hyundai customers are highly satisfied with all the features, mileage, pick up, visibility, road handling etc. but still we can find that there are customers showing their dissatisfaction whom the organization can’t neglect. the organization Hence the organization must try to make the dissatisfied customers to get satisfied or else their opinion may directly or indirectly affects

XIII. HYNDAI CAR RESPONDENTS ACCORDING TO THEIR MARITAL STATUS: Marital Status Married Respondents 70

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Unmarried

30

30
MARRIED UNMARRIED

ANALYSIS: According to the above table the maximum Hyundai car fall the

70

owners under

segment of married the 70% of them are married and 30%of them fall under the segment of unmarried people. INTREPRETATION & INFERENCES: Here as much Hyundai car owners fall under the married segment, it is termed as complete family vehicle and comfortable vehicle. so the company should try to maintain or improve the quality and luxury of the vehicle which should fit for complete family luxury.

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 has been collected is of primary data. 3. Respondents were segmented on the basis of Income, Occupation, Price, Causes, Source of awareness, Comparative analysis with other brands.

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4. As per Income group maximum percentage of Hyundai Car owners are in the Income group of 3-5 lakhs and above. 5. As per Occupation group 40% are 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 Manufacturer’s 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.  Don’t 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

Maket Research And Analysis

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