Advertising and Sales Promotional Tool Hyundai

CHAPTER - I
INTRODUCTION
1
INTRODUCTION
The word marketing is derived from the word market. Marketing is a
comprehensive term and it includes all resources and a set of activities necessary to
direct and facilitate the flow of goods and services from producer to consumer in the
process of distribution. According to Philip Kotler, Marketing is a social and
managerial process by which individuals and groups obtain what they need and want
through creating and exchanging products and value with others. Selling and
Marketing both are different. The difference between selling and marketing is more
than a semantic exercise. Selling focuses on the needs of the seller, but marketing
focuses on the needs of purchaser. Selling means moving products while marketing
means obtaining customers. Marketing benefits both society and the firm and its
importance to each has been growing rapidly since 1950. The benefits to society
through marketing are like, increase employment opportunities, helps to increase
national income and raise the standard of living of the society and marketing generates
revenue to firms etc.
Marketing facilitates the exchange process and the development of

relationships by carefully examining the needs and wants of customers. Marketing mix
is the set of controllable tactical marketing tools Product, Price, Place and
Promotion, that the firm blends to produce the response it wants in the target market.
Marketing mix consists of everything the firm can do to influence the demand for its
product. Elements of marketing mix: ( by Jerome Mc Carthy ) The four basic
elements viz. product, price, place and the promotion constitute the marketing mix.
These four elements called 4Ps are used for grouping different marketing activities
under these heads.
2
1.1 Need for the study
This particular topic was chosen because every organization required

advertising and sales and advertising s and other promotional activities like publicity,
public relations and personal selling etc. to promote their products and services. In this
promotional mix, Advertising and sales and advertising s have been playing a vital
role in todays market. So it is important to know how far these promotional activities
are creating brand awareness in the minds of the customer and influencing them to go
for the products and services and also the need to increase the quality, creativity and
utilization of technology in the advertisements and sales and advertising.
In twin cities Sri Jayalakshmi Automotive Pvt.Ltd is one of the best Hyundai
dealers among any other Hyundai dealers. It is offering different types of consumer
promotions to the ultimate consumers to make an immediate purchase and to stimulate
short term sales. In recent years it has been offering some consumer promotions like,
Free accessories, Less rates of interests, Festival offers (gold coins and special
gifts), Road shows, Exchange offers, Loyalty bonus offer, Price off offers etc. Apart
from these consumers oriented sales and advertising s Sri Jayalakshmi Automotives
Pvt.Ltd was recently implemented one offer called Price off offer in December 2007
on Hyundai SANTRO model.
In this offer they offered to consumers Rs.37, 000 price off on every
SANTRO model purchase. The SANTROs actual price was around Rs. 4.16 lakhs,
but in this offer they were offered SANTRO car for Rs. 3.79 lakhs only to consumers.
So this Price off offer in Hyundai car has been chosen as a topic to study. By
collecting suggestions from the Hyundai customers, those suggestions and opinions
would help to the dealer to improve its quality in its products and services as well as to
increase its sales.
3
1.2 Objectives of Study
1. To study the impact of consumer sales and advertising s of

HYUNDAI.
2. To assess the effectiveness of media in promoting the brand

HYUNDAI.
3. To study the awareness of consumers about sales and advertisings of

HYUNDAI
1.3 Scope of the study
The present study covers a brief profile of Sri Jayalakshmi automotives pvt.lt,
which is the best Hyundai dealers in Hyderabad city. The study sort to explore the
opinions of the respondents about the sales and advertising s of Hyundai in
Hyderabad. The study also sought to explore the expected schemes as in the part of
sales and advertising s from the customers point of view.
1.4 Research Design
Investigating the effectiveness of sales and advertising s of Hyundai cars.

Overall evolution of the research design adopted was descriptive in nature by
undertaking a sample survey as it is popularly known.
DATA COLLECTION METHOD
To fulfill above objectives the data collection is done by using,
1. Primary method of data collection.
2. Secondary method of data collection.
Primary data:
Primary method includes meeting the consumers directly and interviewing

them. The primary data is collected through questionnaire by selecting 100
4
respondents on random basis. A structured questionnaire was developed to interview
the Hyundai customers. This questionnaire responses was used as primary data.
Secondary data:
It is the information that is collected for a purpose other than to solve the
specific problem under investigation. It is the data which is in the form of documents
already existing in the form of records, magazines, books, manuals etc. it is the
indirect way of data collection. Secondary method includes collecting data regarding
the company that is done with the material provided by the organization.
1.5 Questionnaire Design:
A structured questionnaire was developed to interview Hyundai customers.

While framing the questionnaire, care was taken to ensure that as fast as possible, it
was clear and unambiguous and there was no room for misrepresentation.
1.6 Sample Design:
Geographical limits:
The study is restricted to Hyderabad city only. Various places in Hyderabad were
covered to interview the Hyundai customers through questionnaire to collect their
opinions.
Field work:
The survey is carried out within a short span of time -2 months.
Sample size
The size of the sample survey includes 100 Hyundai customers. The sample
size was chosen in such a way that it depict the entire population including all groups
such as age group, occupational group and educational group etc.
5
Sampling technique
The sample survey was based on probability sampling in which every member
of the specified area has a known chance of being selected. The exact sampling suited
was simple random sampling.
Statistical techniques analysis and interpretation
Results were analyzed by using statistical tool chi- square. After analysis
conclusion have been drawn and suggestions were offered.
Chi-square: The chi-square test is used to determine the association and relationship of
two variables, taken into consideration. The demographics that were taken into
consideration for the study where age, gender, occupation, income levels of
respondents.
6
CHAPTER II
LITERATURE REVIEW
7
2.1 Topic Overview:
The word marketing is derived from the word market. Marketing is a

comprehensive term and it includes all resources and a set of activities necessary to
direct and facilitate the flow of goods and services from producer to consumer in the
process of distribution. According to Philip Kotler, Marketing is a social and
managerial process by which individuals and groups obtain what they need and want
through creating and exchanging products and value with others. Selling and
Marketing both are different. The difference between selling and marketing is more
than a semantic exercise. Selling focuses on the needs of the seller, but marketing
focuses on the needs of purchaser. Selling means moving products while marketing
means obtaining customers. Marketing benefits both society and the firm and its
importance to each has been growing rapidly since 1950. The benefits to society
through marketing are like, increase employment opportunities, helps to increase
national income and raise the standard of living of the society and marketing generates
revenue to firms etc.
Marketing facilitates the exchange process and the development of

relationships by carefully examining the needs and wants of customers. Marketing mix
is the set of controllable tactical marketing tools Product, Price, Place and
Promotion, that the firm blends to produce the response it wants in the target market.
Marketing mix consists of everything the firm can do to influence the demand for its
product. Elements of marketing mix: ( by Jerome Mc Carthy ) The four basic
elements viz. product, price, place and the promotion constitute the marketing mix.
These four elements called 4Ps are used for grouping different marketing activities
under these heads.
1. Product : Product means anything that can be offered to a market for

attention, acquisition, use or consumption that might satisfy a want or need.
It includes physical objects, services, persons, places, organizations and
ideas.
2. Price : Price is the amount of money the customer pays to obtain the
product.
8
3. Place : Place includes company activities that make the product available
to the target consumer i.e. delivery / distribution of product.
4. Promotion : Promotion has been defined as the coordination of all seller
initiated efforts to set up channels of information and persuasion in order to
sell goods and services or promote an idea.
While implicit communication occurs through the various elements of the
marketing mix, most of an organizations communication with the market place take
place as part of a carefully planned and controlled promotional program. The basic
tools used to accomplish an organizations communication objectives are often
referred to as the Promotional mix.
Traditionally the 'Promotional mix has included four elements :
1. Advertising
2. Publicity/Public relations
3. Personal selling.
4. Sales and advertising
Each element of the promotional mix is viewed as an integrated marketing

communications tool that plays a distinctive role in an Integrated Marketing
Communication program. Each may take on a variety of forms and each has certain
advantages
Advertising:
Advertising is defined as any paid form of nonpersonal communication about

an organization, product, service, or idea by an identified sponsor. The paid aspect of
this definition reflects the fact that the space or time for an advertising message
generally must be bought. Advertising is the best- known and most widely discussed
form of promotion, probably because of its pervasiveness. It is also a very important
promotional tool, particularly for companies whose products and services are targeted
at mass consumer markets.
9
Publicity / public relations:
Another important component of an organizations promotional mix is

publicity / public relations. Publicity refers to nonpersonal communications
regarding an organization, product, service, or idea not directly paid for or run under
identified sponsorship. It usually comes in the form of a news, story, editorial, or
announcement about an organization and/or its products and services. Like
Advertising, Publicity involves nonpersonal communication to a mass audience, but
unlike advertising, publicity is not directly paid form by the company.
Public relations is defined as the management function which evaluates

public attitudes, identifies the policies and procedures of an individual or organization
with the public interest, and executes a program of action to earn public understanding
and acceptance. Public relations generally have a broader objective than publicity, as
its purpose is to establish and maintain a positive image of the company among its
various publics. Public relations uses publicity and a variety of other toolsincluding
special publications, participation in community activities, fund raising, sponsorship
of special events, and various public affairs activitiesto enhance an organizations
image.
Personal selling:
Another important component of a promotional mix is Personal selling, a

form of person-to-person communication in which a seller attempts to assist and/or
persuade prospective buyers to purchase the companys product or service or to act on
an idea. Unlike advertising, personal selling involves direct contact between buyer and
seller, either face-to-face or through some form of telecommunications such as
telephone sales. Personal selling also involves more immediate and precise feedback.
Sales and advertising :
In the promotional mix sales and advertising , has been defined as a direct
inducement that offers an extra value or incentive to the sales force, the distributors, or
10
the ultimate consumer with the primary objective of creating an immediate sales.
Sales and advertising is generally broken into two major categories:
1. Consumer oriented sales and advertising s
2. Trade oriented sales and advertising s
Types of sales and advertising s:
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12
Consumer oriented promotions:
Consumer oriented sales and advertising is targeted to the ultimate consumer

of a product or service and includes couponing, sampling, premiums, rebates, contests,
sweepstakes, and various point of purchase materials. These promotional tools
encourage consumers to make an immediate purchase and thus can stimulate short
term sales. These are designed to offer consumers an incentive to try a brand for the
first time, to switch back to it, or to repurchase. Consumer-oriented promotions are
part of a promotional pull strategy; they work along with advertising to encourage
consumers to purchase a particular brand and thus create demand for it. Consumer
promotions are also used by retailers to encourage consumers to shop in their
particular stores. Many grocery stores use their own coupons or sponsor contests and
other promotions to increase store patronage.
1. Sampling: sampling involves a variety of procedures where by consumers are

given some quantity of a product for no charge to induce trial. Sampling is
generally considered the most effective way to generate trial, although it is also
the most expensive. As a sales and advertising technique, sampling is often used
to introduce a new product or brand to the market. Samples are different types
like door-to-door sampling, sampling through the mail, in-store sampling, on
package sampling, event sampling etc.
2. Coupons: This is a certificate that gives buyers a saving when they purchase a
specific
product. Coupons can be useful promotional devices for established products.
They can encourage nonusers to try a brand, encourage repeat purchase among
current users, and get users to try a new, improved version of brand.
3. Premium: Premiums are a sales and advertising device used by many

marketers. A premium is an offer of an item of merchandise or service either
free or at a low price that is an extra incentive for purchasers. The two basic types
of offers are the free premium and the self-liquidating premium.
4. Contests and sweepstakes: contests and sweepstakes are an increasingly popular
consumer-oriented promotion. A contest is a promotion where consumers
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compete for prizes or money on the basis of skills or ability. The company
determines winners by judging the entries or ascertaining which entry comes
closest to some predetermined criteria. A sweepstakes is a promotion where
winners are determined purely by chance:
It cannot require a proof of purchase as a condition for entry. Entrants need only
submit their names for the prize drawing.
5. Refunds and rebates: Refunds are offers by the manufacturer to return a portion
of the product purchase price, usually after the consumer supplies some proof of
purchase. Consumers are generally very responsive to rebate offers, particularly
as the size of the savings increases. Rebates are used by makers of all types of
products, ranging from packaged goods to major appliances, cars, and computer
software.
6. Bonus packs: Bonus packs offer the consumer an extra amount of a product at
the regular price by providing larger containers or extra units. Bonus packs result
in a lower cost per unit for the consumer and provide extra value as well as more
products for the money.
7. Price-off deals: Another consumer-oriented promotion technique is the direct
price-off deal, which reduces the price of the brand. Price off reductions are
typically offered right on the package through specially marked price packs.
Typically, price-offs range from 10 to 25 percent off the regular price, with the
reduction coming out of the manufacturers profit margin, not the retailers.
8. Frequency programs: One of the fastest-growing areas of sales and advertising
is the use of frequency programs also referred to as continuity or loyalty
programs. Loyalty programs that offers members discounts, a chance to
accumulate points that can be also redeemed for rewards, newsletters, and other
special services.
9. Event marketing: event marketing is a type of promotion where a company or
brand is linked to an event or where a themed activity is developed for the
purpose of creating experiences for consumers and promoting a product or
service. Marketers often do event marketing by associating their product with
some popular activity such as a sporting event, concert, fair, or festival
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Trade oriented sales and advertising:
Trade oriented sales and advertising is targeted toward marketing

intermediaries such as wholesalers, retailers, distributors. Promotional and
merchandising allowances, price deals, sales contests, and trade shows are some of the
promotional tools used to encourage the trade to stock and promote a companys
products.
1. Contests and dealer incentives: These are usually targeted to sales personnel at
the wholesale or retail level. The producer provides incentives such as prizes for
travel or expensive goods like televisions, computers and cars.
2. Trade allowances: This promotion offers channel partners price breaks for
agreeing to stock the product. In most cases the allowance is not only given as
encouragement to purchase the product but also as an inducement to promote the
product in other ways such as by offering attractive shelf space or store location,
highlighting the product in company-produced advertising or website display, or
by agreeing to have the retailers sales personnel talk-up the product to
customers.
3. Point-of-purchase displays: Point of purchase (POP) displays are specially

designed materials intended for placement in retail stores. These displays allow
products to be prominently presented, often in high traffic areas, and thereby
increase the probability the product will standout. POP displays come in many
styles, though the most popular are ones allowing a product to stand alone, such as
in the middle of a store aisle or sit at the end of an aisle (i.e., end-cap) where it will
be exposed to heavy customer traffic.
4. Training programs: Manufacturers provide sales training for a retailer's sales

personnel. This can mean providing classes (including an instructor), or providing
training materials
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5. Trade shows: One final type of trade promotion is the industry trade show (a.k.a.
exhibitions, conventions). Trade shows are organized events that bring both
industry buyers and sellers together in one central location. Spending on trade
shows is one of the highest of all sales and advertising s.
6. Cooperative advertising: A system by which ad costs are divided between two or

more parties. Usually, such programs are offered by manufacturers to their
wholesalers or retailers, as a means of encouraging those parties to advertise the
product.
Along with the above promotional tools Direct marketing and Internet/interactive
marketing also can be useful for promoting a product.
This project study was based on consumers oriented sales and advertising s. This
study is to identify how far these consumer sales and advertising al activities are
creating brand awareness in the minds of the customer and influencing them to go for
the products in order to increase the sales of Hyundai cars.
In twin cities Sri Jayalakshmi Automotive Pvt.Ltd is one of the best Hyundai
dealers among any other Hyundai dealers. It is offering different types of consumer
1. Free accessories.
2. Less rates of interests.
3. Festival offers (gold coins and special gifts).
4. Road shows.
5. Exchange offers.
6. Loyalty bonus offer.
7. Price off offers.
1. Free accessories: In this promotion program they have provided free spare
parts for 1 year on every purchase of a Hyundai car.
2. Less rates of interest: ICICI bank is offering less rate of interest for the
customers who needs loan for purchase of the Hyundai car.
16
3. Festival offers: In this offer they are offering valuable gifts and gold coins on
every purchase of Hyundai cars on special occasions like festivals.
4. Road shows: They are conducting road shows to make aware of consumers
about Hyundai car.
5. Exchange offers: They are offering also various exchange offers on some
selected models of Hyundai.
6. Loyalty bonus offer: In this offer some price off was offered by dealers to
already existed Hyundai consumers, if they purchase one more Hyundai car
2.2 Industry Profile

Over a period of more than two decades the Indian Automobile industry has been
driving its own growth through phases. The entry of Suzuki Corporation in Indian
passenger car manufacturing is often pointed as the first sign of India turning to a
market economy. Since then the automobile sector witnessed rapid growth year after
year
With comparatively higher rate of economic growth rate index against that of great
global powers, India has become a hub of domestic and exports business. The
automobile sector has been contributing its share to the shining economic performance
of India in the recent years
With the Indian middle class earning higher per capita income, more people are ready
to own private vehicles including cars and two-wheelers. Product movements and
manned services have boosted in the sales of medium and sized commercial vehicles
for passenger and goods transport. Side by side with fresh vehicle sales growth, the
automotive components sector has witnessed big growth. The domestic auto
components consumption has crossed rupees 9000 crores and an export of one half
size of this figure.
Overview of automobile industry
The Indian automobile industry is going through a technological change where

each firm is engaged in changing its processes and technologies to sustain the
competitive advantage and provide customers with the optimized products and
services. Starting from the two wheelers, trucks, and tractors to the multi utility
vehicles, commercial vehicles and the luxury vehicles, the Indian automobile industry
has achieved tremendous amount of success in the recent years.
17
Hyundai Motor Company
The Hyundai Motor Company, a division of the Hyundai Kia Automotive

Group, is South Koreas largest and the worlds fifth largest Automaker in terms of
units sold per year. Its headquarters are in Seoul, South Korea. In Ulsan, South Korea,
Hyundai operates the worlds largest integrated automobile manufacturing facility,
which is capable of producing 1.6 million units annually. The Hyundai logo, a slanted,
stylized 'H,' is said to be symbolic of two people (the company and customer) shaking
hands. Hyundai means "modernity" in Korean.
History
Chung Ju-Yung founded the Hyundai Engineering and Construction Company

in 1947. Hyundai Motor Company was later established in 1967. The companys first
model, the Cortina, was released in cooperation with Ford Motor Company in 1968. In
1975, the Pony, the first Korean car, was released, with styling by Giorgio Giugiaro of
ItalDesign and powertrain technology provided by Japans Mitsubishi Motors. Exports
began in the following year to Ecuador and soon thereafter to the Benelux countries.
In 1991, the company succeeded in developing its first proprietary gasoline engine, the
four-cylinder Alpha, and transmission, thus paving the way for technological
independence.
In 1986, Hyundai began to sell cars in the United States, and the Excel was
nominated "Best Product #10" by Fortune magazine, largely because of its
affordability. The company began to produce models with its own technology in 1988,
beginning with the midsize Sonata.
In 1998, Hyundai began to overhaul its image in an attempt to establish itself

as a world-class brand. Chung Ju Yung transferred leadership of Hyundai Motor to his
son, Chung Mong Koo, in 1999. [2] Hyundais parent company, Hyundai Motor
Group, invested heavily in the quality, design, manufacturing, and long-term research
of its vehicles. It added a 10-year or 100,000-mile (160,000 km) warranty to cars sold
in the United States and launched an aggressive marketing campaign.
18
In 2004, Hyundai was ranked second in "initial quality" in a survey/study by
J.D. Power and Associates. Hyundai is now one of the top 100 most valuable brands
worldwide. Since 2002, Hyundai has also been one of the worldwide official sponsors
of the FIFA World Cup.
In 2006, the South Korean government initiated an investigation of Chung

Mong Koos practices as head of Hyundai, suspecting him of corruption. On April 28,
2006, Chung was arrested, and charged for embezzlement of 100 billion won (US$106
million), [3] with Hyundai Vice Chairman and CEO, Kim Dong-jin taking over as
head of the company.
History of Hyundai (1967- Present)
Compared to venerable US automotive companies like Ford or even Japanese

companies like Toyota, Hyundai Motor Company's history is relatively short. The
company has come a long way since it was established in 1967!
The 70S: The early years
Hyundai Motor Company was established in December 1967. The young

automaker turned to Ford of the UK as its first partner to provide the requisite
technology for cars and light trucks. This was a fruitful collaboration that led to
enduring ties between the Korea and British auto industries. However, by the early
1970s, Hyundai management had made the critically important decision not to rely
exclusively on foreign model licensing agreements but to simultaneously pursue the
developments of its own proprietary passenger car. With styling input from Giorgio
Giugiaro's ItalDesign and manufacturing know-how from Japan and the UK, Hyundai
was able to put into production its first model, the Pony. The sub-compact was an
immediate success in the domestic market and vaulted Hyundai into first place where
it has remained unchallenged for over two decades. Export markets were tested during
the latter 1970s and provided the company with early invaluable experience.
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The 80s: The boom decade
In the early 1980s, the company made another decision. Fueled by the
momentum of rapid economic growth and supported by the efforts of dedicated,
highly educated workforce, Hyundai invested in a major expansion of its Ulsan plant,
making a major transition from low volume to high volume manufacturing. Hyundai
was looking beyond the national border for future growth: The capacity would be
divided between local market demand and serving export markets. By the mid 1980s,
Hyundai had secured a solid beachhead in Canada and was ready to tackle the ultimate
marketing challenge, the US market.
The 90s: The pursuit of technical innovation and higher quality
The 1990s saw a blossoming of Hyundai's decade-long commitment to

developing its own technology. In 1991, the company unveiled its first in-house
designed power plant, the Alpha engine. Two years later, the Beta engine was
unveiled. On the international rally circuit, the Hyundai Elantra claimed the Asia
Pacific Rally Championship in its class in the 1994 and 1995 seasons, giving the
company an encouraging start in professional motor sports. Hyundai Motor Company
endured a difficult year in 1998, as domestic sales sharply declined. However, a
succession of new models, starting with the EF Sonata and XG have earned Hyundai
the highest accolades in the international automotive press and sustained exports
combined with favorable export conditions have partially offset loss experienced in
the domestic market. It was also a period of company wise and industry-wide
restructuring
. 2000 -2003: Expansion, accolades and new found respect
The new millennium ushered in an exciting time for Hyundai. A new

partnership with DaimlerChrysler bodes well for the future. Quality new models like
the Santa Fe, 2001 up Elantra and 2003 Tiburon coupe garnered praise worldwide.
Hyundai will soon open it's first manufacturing plant in the US and established a new
high tech development center in California. The future is bright, indeed.
20
CHAPTER III
COMPANY PROFILE
21
About HMIL
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 34 variants of passenger cars in six segments.
The Santro in the B segment, Getz Prime, i10 in the B+ segment, the Accent and Verna in the C
segment, the Elantra in the D 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, registered total sales of 299,513 vehicles in calendar year (CY) 2007, an
increase of 18.5 percent over CY 2006. In the domestic market it clocked a growth of 19.1
percent a compared to 2006, with 186,174 units, while overseas sales grew by 17.4 percent,
with exports of 113,339 units.
HMILs fully integrated state-of-the-art manufacturing plant near Chennai boasts

some of the most advanced production, quality and testing capabilities in the country. In
continuation of its investment in providing the Indian customer global technology, HMIL is
setting up its second plant, which will produce an additional 300,000 units per annum, raising
HMILs total production capacity to 600,000 units per annum by end of 2008.
HMIL is investing to expand capacity in line with its positioning as HMCs global
export hub for compact cars. Apart from expansion of production capacity, HMIL plans to
expand its dealer network, which will be increased from 183 to 250 this year. And with the
companys greater focus on the quality of its after-sales service, HMILs service network will be
expanded to around 1,000 in 2008.
The year 2007 has been a significant year for Hyundai Motor India. It achieved a
significant milestone by rolling out the fastest 300,000th export car. Hyundai exports to over 65
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.
22
23
Santro AT
Santro CNG
Hyundai GETZ Prime

Hyundai Getz Prime is one of the most esteemed brands of Hyundai Motors, India, with
which they are again trying to monopolize their hold on the automotive sector. The newest
version of the Getz has captured the hearts of all car connoisseurs yearning for style with grace.
Giving tough competition to all leading auto brands, Getz Prime is available with two petrol
engine options, 1100 cc and 1300 cc. With a competitive price, the lucrative brand has many
highlighted features such as an all new help look projected in a bit more rounded shape & modern
in nature.
variants in GETZ Prime

Getz Prime 1.1 GLE
Getz Prime 1.1 GVS
Getz Prime 1.3 GLS
Getz Prime 1.3 GLX

Hyundai ACCENT
Hyundai Accent was ceremonially launched at Frankfurt International Motors

Show on 15 September, 1999. It came in two versions, i.e. Petrol and Diesel Versions
in India initially, while in Europe it was introduced only with the Petrol version.
Initially Accent came up with the manual transmission which in turn started
getting available in automatic transmission.
24
.
Company Awards CNBC Autocar
Accent GLE India Hyundai has been the
Accent GLS manufacturer of the year for two years in
row.
Accent Viva
Accent Viva CRDi 'Hyundai Motor India Received

EEPC Award Engineering Export Promotion Council
(EEPC) Top exporter of the year Award
Accent CRDi
for 2005-06 on June 1, 2007
Hyundai ELANTRA
Elantra is a well equipped 5 passenger mid size family car,with the safety
Tucson - 'SUV of the year' by NDTV
features like child airbag, passenger airbag, driver airbag, child safety
Profit/Car lockAwards
& Bike etc., this
2006
car is fully packed to be marketed for a safe driving.
PM Presents Star Company Award to
Hyundai Motor India
TNS TCSS 2005 Accent Petrol - 'No 1 Entry Midsize Car'
TNS TCSS 2005 Accent CRDi - 'No 1 Midsize Diesel Car'

Elantra GT
Elantra CRDi
Hyundai Santro has topped the JD Power
Elantra GLS Asia Pacific Intial Quality Study (IQS)
that measures product quality for three
years in a row (Years 2000, 2001 and
Hyundai VERNA
2002)
Hyundai
The clean, modern and trendy texture of the Verna portraysSantro
itself has topped
as an objectthe JD Power
Asia Pacific APEAL study that measures
of panache. Rich in style and swift in movement, makescustomer
Verna the ultimate symbol
satisfaction for three years in a
of elegance. Verna is although a medium segment luxury sedan, however it has welland 2002)
row (Years 2000, 2001
been crafted in a way that it projects a very sporty look on itself. The below
mentioned traits of Verna in the domain of luxury, comfort and design is such that it
could impeccably create a sensation amongst every generation.
25
Verna i (Petrol)
Verna Xi (Petrol)
Hyundai Motor Company - The Mission
Verna XXi (Petrol)
Verna CRDi VGT

In their fourth decade as an accomplished automobile company, and with 30 years of steady
growth behind them, Hyundai Motor Corporations corporate motto has remained the same -
Hyundai SONATA
Pursuing Happiness Through Cars
. Safety features like dual-front airbags, dual pre-tensioned seat belts, load
The company's
limiters strategic
etc make this cargoal
saferfor
forthe coming
drivers. millennium
Its 2.4 litre four aims at being
cylinder VTVTone amongst the Global
engine
Top
and Ten
other(GT-10).
comfortTheir corporate
features like rearphilosophy seeks to
seat adjustment, improve
shut off typethe
AClives ofglove
vent, everyone surrounding
the
box,company, and boot
boot lid and makecapacity,
Hyundai suna glass
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space, is respected sound
ergonomically by people all front
system, over the world. To
advance
and rearinto the front
speakers, ranks and
tweeters of the global etc
woofers autoensure
industry
the in the next
quality century.
of the car.
Objectives of Hyundai
The objectives of Hyundai motor company are,
Best customer service.

Best technology.
Best quality products.
Best value for people.
Development in Hyundai
Sonata Embera 2.4 M/T
Ever since its inception

Sonata 30 A/T
Embera 2.4 years ago, Hyundai has always given lot of attention to in-house
technical and design expertise. HMC has achieved its position as the leader of the Korean
Sonata Embera H-Matic
automobile industry through the application of the latest technology and development of its own
models.
Hyundai TUCSON
The company hasthis

Tucson, established a state-of-art
sport utility Namyang
vehicle is gaining its R&D centerforatits
popularity a cost
path of more than Rs.1700
breaking
crores. The Namyang
technology and smartfacility includes Its
performance. a high-speed test oval, styling
high-end equipments studios,
and well a prototyping center
researched
and world-class
engineering test facilities.
ensure the quality of this vehicle.
Hyundai's research and development staff is growing at a rapid rate and in fact, they have planned
Its comfort features include pop-up

26 center console, 2 tier trays, lower cash
pad tray, under seat tray, tray under door grip, luggage compartment tray, glove box
partition, center console cup holder, rear armrest cup holder, bottle holder and map
rear view mirror, power and tilt steering, RHD controls.
to invest $5.7 billion between now and end of the century on new model development programs
and advanced technology. Along with Namyang, Hyundai's global research and development
network consists of eight research centers worldwide.
Hyundai's overseas manufacturing locations -
Hyundai Motor America, California USA - April 1985

Hyundai Auto Canada, Ontario Canada -November 1995
Hyundai
HyundaiMotor
TERRACAN
Deutschland GmbH, Germany - November 1990
Wuhan Grand Motor Co. Japan - November 1993
HyundaiTerracan
Assan Otomotiv
is one of Sanayi Vepopular
the most Ticaret A.S.
sport-utility
Istanbul Turkey,
vehicle 1994 It has option
of India.
Hyundai Motor
for shifting India
at the Ltd.,
flick of Chennai India - May
a knob between 1996 and 4WD. Even up to 80 km/hr,
the 2WD
it can shift drive modes withoutstopping.
Hyundai i10
The Hyundai Motor group takes a new plunge in the market by launching the
most dynamic and vibrant car called Hyundai i10. Designed with all the latest
technologies and luxurious features inside, it can become the fantasy of any car
lover. It has been designed in the most extraordinary and inventive way that can cater
to the needs of a modern day customer in a efficient way. It consists of streamline
bodyline and waistline molding that lends it a sporty look.
27
Board of Directors of Hyundai Motor
As the above in Hyundai different types of four wheeler models

Position are available in
Personnel
Indian market for its customers
Chairman (Inside Director) Mong Koo Chung
Vice-Chairman (Inside Director) Dong Jin Kim
President
RETAIL FINANCE PARTENERS Yeo Chul Youn
Hyundai hasDirectors
Outside been associated with the following Kwang
(Non-standing) financeNyun
partners
Kimto facilitate the
finance to its customers.
Dong Gee Kim
Byoung Il Park
HMIL Board of Directors and Executives

VP : G. S. Ramesh
MD : Yang Soo Kim
TOP COMPETITORS
MD : H. S. Lheem
Deputy M. D. : Moon Hee Lee
The following auto mobile companies

Executive are the -top
Director competitors
Marketing to the
: Jona Hyundai
Hyok Kim motor company.
Executive
1. Maruti Suzuki India LimitedDir - Procurement : Min Ho Lee
Executive
Maruti Suzuki India Dir.
Limited is Administration : Yui Guen
the premier car company in Cho
India. Maruti Suzuki Limited
(MSL) was established in Feb 1981. The company entered into collaboration with Suzuki Motor
Corporation of Japan to manufacture cars. Maruti is the highest volume car manufacturer in Asia,
outside Japan and Korea. Despite there being 11 companies now in the passenger car market in
India, Maruti holds about 60% of the total market share.
2. Toyota Motors
With the full devotion and round the clock services, Toyota Company has dragged the
attention of Indian customers to its products. Toyota tied up with Kirloskar Group by forming
28
CHAPTER IV
DATA ANALYSIS &
INTERPRETATION
29
TABLE. 4. 1. (A)
Gender of respondents those who own the Hyundai car.
S.No. Gender No. of Percentage of respondents

Respondents
1 Male 95 95
2 Female 5 5
Total 100 100
This table contains the data about the respondents those who were responded to this
questionnaire. This table shows us the respondents data according to their gender
wise. i.e., the percentage of male and female respondents. This data is put in the form
of bar diagram below.
Graphical representation
Inference
30
Out of 100 respondents whose opinions were collected, it is clear that from the
above bar diagram 95% of the respondents are males and only 5% of the respondents
are females.
TABLE. 4. 1. (B)
Occupation of respondents those who own the Hyundai car.
S.No. Occupation No. of Respondents Percentage of

respondents
1 Student 28 28
2 Businessman 34 34
3 Employee 26 26
4 others 12 12
Total 100 100
The above table contains the data about the respondents those who were responded to
this questionnaire. This table shows us the respondents data according to their
occupation wise. i.e., the percentage of student respondents and businessmen,
employee and also other respondents.
This data is put in the form of bar diagram below.
Inference
31
above bar diagram, 28% of the respondents are students, 34% are businessmen, 26%
are employees and 12% of the respondents.
TABLE. 4. 2.
Age of respondents those who own the Hyundai car.
S.No. Age No. of respondents Percentage of

respondents
1 21-30 Years 36 36
2 31-40 Years 34 34
3 41-50 Years 18 18
4 51-60 Years 8 8
5 Above 60 Years 4 4
Total 100 100
this questionnaire. This table shows us the respondents data according to their age
wise. This data is put in the form of bar diagram below.
Inference
32
Out of 100 respondents, 36% of the respondents were between 21-30 years and
34% of the respondents were belongs to 31-40 years and 18% of the respondents were
belongs to 41-50 years, 8% of the respondents were between 51-60 years and 4% of
the respondents were above 60 years.
TABLE. 4. 3.
Responses of customers, those who own the car.
S.No. No. of cars No. of respondents Percentage of

respondents
1 One 67 67
2 Two 28 28
3 Three or more 5 5
Total 100 100
this questionnaire. This table shows that the responses of customers, those who own
the car. This data is put in the form of bar diagram below.
Inference
33
above bar diagram, 67% of the respondents have only one four wheeler and 28% of
the respondents have two four wheelers and 5% of the respondents have three or more
four wheelers.
TABLE. 4. 4
Respondents usage period of the Hyundai car since they purchase.
S.No. No. of years No. of Percentage of

respondents respondents
1 Less than 6 months 8 8
2 6 months -1 year 18 18
3 1-2 years 38 38
4 2-3 years 26 26
5 More than 3 years 10 10
Total 100 100
this questionnaire. This table shows that the respondents usage period of the Hyundai
car since they purchased. This data is put in the form of bar diagram below.
34
Inference
above bar diagram, 8% of the respondents has been using the Hyundai car since 6
months and 18% of the respondents has been using for 6 months 1 year, and 38% of
the respondents has been using for 1-2 years and 26% of the respondents has been
using for 2-3 years and 10% of the respondents has been using for more than 3 years.
TABLE. 4. 5
Satisfied characteristics of Hyundai by the Hyundai customers.
S.No. characteristics No. of respondents Percentage of

respondents
1 Cost effective 30 30
2 Status 13 13
3 Easy maintenance 22 22
4 Comfort 17 17
5 Stylish 18 18
Total 100 100
35
The above table contains some of the characteristics of the Hyundai cars. Respondents
have given ranks to the listed characteristics according to their priority. Out of 100
respondents, it is shown that in the table only their first priorities given towards the
listed characteristics only considered. This data is put in the form of bar diagram
below.
Inference
above bar diagram, 30 respondents have given first rank to cost effective (30%), 13
respondents have given first rank to status (13%) and 22 respondents have given first
rank to easy maintenance (22%), 17 respondents have given first rank to comfort
(17%) and 18 respondents have given first rank to stylish (18%).
TABLE. 4. 5. (A)
Relationship between age and characteristics of the Hyundai, which are influencing the
respondents.
characteristics Total
36
Age of Cost Status Easy Comfort stylish
respondents effective maintenance
21-30 years 10 6 3 5 12 36
31-40 years 2 4 12 10 6 34
41-50 years 12 1 4 1 0 18
51-60 years 4 1 2 1 0 8
Above 60 years 2 1 1 0 0 4
Total 30 13 22 17 18 100
The above table contains some of the characteristics of the Hyundai cars.
Respondents have given ranks to the listed characteristics according to their priority.
Out of 100 respondents, it is shown that in the table only their first priorities given
towards the listed characteristics. Here the respondents were divided into different
categories by considering their age.
Chi-square test procedure:
Steps involved in chi-square test:
1. Setting of the hypothesis.

Ho : There is no relationship between the two variables.
Ha : there is a relationship between the two variables.
2. Setting of level of significance.

The level of significance assumed as 5%..
3. Calculation of the expected frequency for each of the observed frequency.

Expected frequency = Row total * Column total
37
No. of observations
Example: = 30 * 36
100
= 10.80
4. Calculation of chi-square value

2 = (O-E) 2
O = Observed frequency.
E = Expected frequency
5. Finding out the degree of freedom.

Degree of freedom = (c-1) (r-1)
c = No. of columns.
r = No. of rows.
Degree of freedom = (c-1) (r-1)
= (5-1) (5-1)
=4*4 = 16.
6. Drawing inference.
38
Find out the table value of chi-square and degree of freedom. If the calculated
value of chi-square < the table value of chi-square, the null hypothesis is accepted. i.e.,
there is no significant difference between the two samples.
Calculation of chi-square value
S.NO. E O (E-O)2/E
1 10.8 10 0.059
2 4.68 6 0.372
3 7.92 3 3.056
4 6.12 5 0.204
5 6.48 12 4.702
6 10.2 2 6.592
7 4.42 4 0.039
8 7.48 12 2.731
9 5.78 10 3.081
10 6.12 6 0.002
11 5.4 12 8.066
12 2.34 1 0.767
13 3.96 4 0.0004
14 3.06 1 1.386
15 3.24 0 3.24
16 2.4 4 1.066
17 1.04 1 0.001
18 1.76 2 0.032
19 1.36 1 0.095
39
20 1.44 0 1.44
21 1.2 2 0.533
22 0.52 1 0.443
23 0.88 1 0.016
24 0.68 0 0.68
25 0.72 0 0.72
Total 39.332
Chi- square results table
Chi-square calculated value 39.33
Degree of freedom 16
Level of significance 0.05
Chi-square table value 26.3
Inference :
Since calculated value of 2 > the table value of chi-square, the null
hypothesis is rejected. Which means the results of experiments not supporting the
hypothesis. So we can conclude that the age of respondents and influencing
characteristics of the Hyundai are dependable.
TABLE. 4. 5. (B)
Relationship between income levels of respondents and characteristics of the

Hyundai, which are influencing the respondents.
40
Income of Cost Status Easy Comfort stylish

< 2 lakhs 0 0 0 0 0 0
2-3 lakhs 20 2 1 1 1 25
3-4 lakhs 5 3 20 15 2 45
Above 4 lakhs 5 8 1 1 15 30
Total 30 13 22 17 18 100
The above table contains some of the characteristics of the Hyundai cars.
Respondents have given ranks to the listed characteristics according to their priority.
Out of 100 respondents, it is shown that in the table only their first priorities given
towards the listed characteristics. Here the respondents were divided int different
categories by considering their income levels.
Setting of the hypothesis.
Ha : There is a relationship between the two variables
Chi-square table value 21
41
S.No. E O (E-O)2/E
1 0 0 0
2 0 0 0
3 0 0 0
4 0 0 0
5 0 0 0
6 7.5 20 20.833
7 3.25 2 0.480
8 5.5 1 3.681
Inference
9 4.25 1 2.485
10 4.5 1 2.722 Since calculated value

of 2 > the table
11 13.5 5 5.351
value of chi-square, the
12 5.85 3 1.388
null hypothesis is
13 9.9 20 10.304 rejected. Which means
14 7.65 15 7.061 the results of
15 8.1 2 4.593 experiments not
16 9 5 1.777 supporting the

hypothesis. So we can
17 3.9 8 4.310
conclude that the
18 6.6 1 4.751
income levels of
19 5.1 1 3.29 respondents and
20 5.4 15 17.066 influencing
Total 90.105 characteristics of the
Hyundai are
dependable.
TABLE. 4. 5. (C)
42
Relationship between occupation of respondents and characteristics of the Hyundai, which
are influencing the respondents.
occupation of Cost Status Easy Comfort stylish

Student 1 2 5 4 16 28
Business 4 10 12 8 0 34
Employee 18 1 3 3 1 26
Others 7 0 2 2 1 12
Total 30 13 22 17 18 100
The above table contains some of the characteristics of the Hyundai cars. Respondents
have given ranks to the listed characteristics according to their priority. Out of 100
respondents, it is shown that in the table only their first priorities given towards the
listed characteristics. Here the respondents were divided into different categories by
considering their occupation.Setting of the hypothesis.
Ha : Thereis a relationship between the two variables
S.NO. E O (E-O)2/E
43
1 8.4 1 6.519
2 3.64 2 0.738
3 6.16 5 0.218
4 4.76 4 0.121
5 5.04 16 23.83
6 10.2 4 3.768
7 4.42 10 7.044
8 7.48 12 2.731
9 5.78 8 0.852
10 6.12 0 6.12
11 7.8 18 13.33
12 3.38 1 1.675
13 5.72 3 1.293
14 4.42 3 0.456
15 4.68 1 2.893
16 3.6 7 3.211
17 1.56 0 1.56
18 2.64 2 0.155
19 2.04 2 0.0007
20 2.16 1 0.622
Total 77.156
Inference
Since calculated value of 2 > the table value of chi-square, the null hypothesis
is rejected. Which means the results of experiments not supporting the hypothesis. So
44
we can conclude that the occupation of respondents and influencing characteristics of
the Hyundai are dependable.
TABLE. 4. 6.
Factors influencing the customers to make the purchase of Hyundai
S.No. factors No. of respondents Percentage of

respondents
1 Affordable price range 27 27
2 Brand name 33 33
3 Comfort /convenience 17 17
4 Economy of operation 13 13
5 Family / friends influence 10 10
Total 100 100
The above table contains some factors of the Hyundai cars. Respondents have
given their responses to the listed factors according to their priority. This data is put in
the form of bar diagram below.
45
Inference
above bar diagram, 33% of the respondents influenced by brand name and 27% of the
respondents influenced by affordable price range, 17% of the respondents influenced
by comfort / convenience and 13% of the respondents influenced by economy of
operation and 10% of the respondents influenced by family / friends.
TABLE. 4. 6. (A)
Relationship between age of respondents and factors, which are influencing the
respondents to make the purchase of Hyundai
46
factors Total
Age of Affordable Brand name Comfort Economy Family /

respondents price /convenience of friends
range operation influence
21-30 years 3 18 8 1 6 36
31-40 years 10 10 3 10 1 34
41-50 years 8 5 3 1 1 18
51-60 years 6 0 1 1 0 8
Above 60 years 0 0 2 0 2 4
Total 27 33 17 13 10 100
The above table contains some factors of the Hyundai cars. Respondents have given
their responses to the listed factors according to their priority. Here the respondents
were divided into different categories by considering their age.
Chi-square results table
47
S.NO. E O (E-O)2/E
1 9.72 3 4.645
2 11.88 18 3.152
3 6.12 8 0.577
4 4.68 1 2.893
5 3.6 6 1.6
6 9.18 10 0.073
7 11.22 10 0.132
8 5.78 3 1.337
9 4.42 10 7.044
10 3.4 1 1.694
11 4.86 8 2.028
12 5.94 5 0.148
13 3.06 3 0.001
14 2.34 1 0.767
15 1.8 1 0.355
16 2.16 6 6.826
17 2.64 0 2.64
18 1.36 1 0.095
19 1.04 1 0.001
20 0.8 0 0.8
48
21 1.08 0 1.08
22 1.32 0 1.32
23 0.68 2 2.562
24 0.52 0 0.52
25 0.4 2 6.4
Total
48.698
Inference
hypothesis. So we can conclude that the age of respondents and factors which are
influencing the respondents to make the purchase of Hyundai are dependable.
TABLE. 4. 6. (B)
Relationship between income levels of respondents and factors, which are influencing the
respondents to make the purchase of Hyundai.
Factors Total
Income of Affordable Brand name Comfort / Economy Family /

respondents price of friends
range convenience operation influence
49
< 2 lakhs 0 0 0 0 0 0
2-3 lakhs 17 4 2 1 1 25
3-4 lakhs 5 20 13 3 4 45
Above 4 lakhs 5 9 2 9 5 30
Total 27 33 17 13 10 100
were divided into different categories by considering their income levels.
Ho: There is no relationship between the two variables.
H1: There is a relationship between the two variables.
S.NO. E O (E-O)2/E
1 0 0 0
2 0 0 0
3 0 0 0
4 0 0 0
50
5 0 0 0
6 6.75 17 15.56
7 8.25 4 2.189
8 4.25 2 1.191
9 3.25 1 1.557
10 2.5 1 0.9
11 12.15 5 4.207
12 14.85 20 1.786
13 7.65 13 3.741
14 5.85 3 1.388
15 4.5 4 0.055
16 8.1 5 1.186
17 9.9 9 0.081
18 5.1 2 1.884
19 3.9 9 6.669
20 3 5 1.333
Total 43.737
Inference
hypothesis is rejected. This means the results of experiments not supporting the
hypothesis. So we can conclude that the age of respondents and factors which are
influencing the respondents to make the purchase of Hyundai are dependable.
TABLE. 4. 6. (C)
Relationship between income levels of respondents and factors, which are

influencing the respondents to make the purchase of Hyundai.
51
factors Total
occupation of Affordable Brand name Comfort / Economy Family /

respondents price range of friends
convenience operation influence
Student 2 16 2 6 2 28
Business 8 10 10 3 3 34
Employee 15 3 2 2 4 26
Others 2 4 3 2 1 12
Total 27 33 17 13 10 100
were divided into different categories by considering their occupation
Ha : There is a relationship between the two variables.
52
S.NO. E O (E-O)2/E
1 7.56 2 4.089
2 9.24 16 4.945
3 4.76 2 1.600
4 3.64 6 1.530
5 2.8 2 0.228
6 9.18 8 0.151
7 11.22 10 0.132
8 5.78 10 3.081
9 4.42 3 0.456
10 3.4 3 0.047
11 7.02 15 9.071
12 8.58 3 3.628
13 4.42 2 1.324
14 3.38 2 0.563
15 2.6 4 0.753
16 3.24 2 0.474
17 3.96 4 0.0004
18 2.04 3 0.451
19 1.56 2 0.124
20 1.2 1 0.033
Total 32.689
Inference
Since calculated value of 2 > the table value of chi-square, the null hypothesis is
rejected. Which means the results of experiments not supporting the hypothesis. So we
53
can conclude that the occupation of respondents and factors which are influencing the
respondents to make the purchase of Hyundai are dependable.
TABLE. 4. 7.
Respondents awareness about the sales promotions offered by Hyundai
S.No. Opinions No. of respondents Percentage of

respondents
1 Yes 100 100
2 No 0 0
Total 100 100
This table contains the data about the respondents those who were responded to this
questionnaire. This table shows that the responses about the awareness of sales
promotions of Hyundai. This data is put in the form of bar diagram below.
Inference
54
From the above bar diagram, it is clear that, Out of 100 respondents, 100% of the
respondents were aware of sales promotions.
TABLE. 4. 8.
Respondents awareness about the sales promotions offered by Hyundai through

different medias:
S.No. Media No. of respondents Percentage of

respondents.
1 Print media 34 34
2 Electronic media 42 42
3 Outdoor media 8 8
4 Online media 16 16
Total 100 100
This table contains the data about the respondents those who were responded
to this questionnaire. This table shows that the responses about the awareness of sales
promotions of Hyundai through the different medias. The data reveals that different
types of media effectiveness in promoting the brand Hyundai. This data is put in the
form of bar diagram below.
55
Inference
Out of 100 respondents whose opinions were collected, it is clear that from
the above bar diagram 42% of the respondents were aware of sales promotions
through electronic media and 34%of the respondents through print media and 16% of
the respondents through online media and 8% of the respondents through outdoor
media.
TABLE. 4. 8. (A)
Relationship between age of respondents and different types of medias in promoting

the brand Hyundai.
Media
56
Age of Print Electronic Outdoor Online
respondents media media media
media Total
21-30 years 6 16 2 12 36
31-40 years 13 17 1 3 34
41-50 years 8 8 1 1 18
51-60 years 4 1 3 0 8
Above 60 years 3 0 1 0 4
Total 34 42 8 16 100
This table shows that the responses of respondents about the awareness of sales
types of medias effectiveness in promoting the brand Hyundai. The data was divided
into different types of categories by considering their age.
Ho: There is no relationship between the two variables.
Ha: There is a relationship between the two variables.
57
S.NO. E O (E-O)2/E
1 12.24 6 3.181
2 15.12 16 0.051
3 2.88 2 0.268
4 5.76 12 6.76
5 11.56 13 0.179
6 14.28 17 0.518
7 2.72 1 1.087
8 5.44 3 1.094
9 6.12 8 0.577
10 7.56 8 0.025
11 1.44 1 0.134
12 2.88 1 1.227
13 2.72 4 0.602
14 3.36 1 1.657
15 0.64 3 8.702
16 1.28 0 1.28
17 1.36 3 1.977
18 1.68 0 1.68
19 0.32 1 1.445
58
20 0.64 0 0.64
Total 33.09
Inference
can conclude that the age of respondents and different types of medias effectiveness to
make the purchase of Hyundai are dependable.
TABLE. 4. 9.
The effectiveness of different types of Medias in promoting the Hyundai brand to

its customers.
S.No. Media No. of respondents Percentage of

respondents.
1 News paper 25 25
2 Television 48 48
3 Hoardings 5 5
4 Internet 22 22
Total 100 100
This table shows that the responses of respondents about the awareness of sales
types of medias effectiveness in promoting the brand Hyundai. Respondents have
given ranks to the listed Medias according to their priority. Out of 100 respondents, it
is shown that in the table only their first priorities given towards the listed Medias only
considered. This data is put in the form of bar diagram below.
59
Inference
above bar diagram, 48% of the respondents have given first rank to electronic media
and 25% of the respondents have given first rank to print media and 22% of the
respondents have given first rank to online media, 5% of the respondents have given
first rank to outdoor media.
TABLE. 4. 10.
The opinion of Hyundai customers about its sales promotions.
S.No. opinions No. of Percentage of

1 Strongly agree 50 50
2 Agree 32 32
60
3 Neither agree nor 10 10
disagree
4 Disagree 6 6
5 Strongly disagree 2 2
Total 100 100
This table shows that the responses of respondents on sales promotions of Hyundai.
The data reveals that different types opinions of Hyundai customers. This data is put in
the form of bar diagram below.
Inference
Out of 100 respondents whose opinions were collected, it is clear that from the above
bar diagram 50% of the respondents strongly agreed that the Hyundais sales
promotions are good, 32% of the respondents agreed that the Hyundais sales
promotions are good and 10% of the respondents neither agreed nor disagreed about
the Hyundais sales promotions, 6% of the respondents disagreed that Hyundais sales
61
promotions are good and 2% of the respondents strongly disagreed that Hyundais
sales promotions are good.
TABLE. 4. 11.
The influence of sales promotions on customers to purchase the Hyundai car.
S.No. Opinions No of Percentage of

2 Agree 31 31

disagree
4 Disagree 8 8
Total 100 100
This table shows that the responses of respondents about the influence of sales
promotions on them to purchase the Hyundai. The data reveals that different types
opinions of Hyundai customers. This data is put in the form of bar diagram below.
62
Inference
above bar diagram, 40% of the respondents strongly agreed that the Hyundais sales
promotions were influenced them to purchase the Hyundai car, 31% of the
respondents agreed that the Hyundais sales promotions were influenced them to
purchase the Hyundai car and 18% of the respondents neither agreed nor disagreed
about the influence of Hyundais sales promotions, 8% of the respondents disagreed
and 3 % of the respondents strongly disagreed
TABLE. 4. 12.
Schemes influences the Hyundai customers.
S.No. schemes No of Percentage of

1 Price off offer 45 45
2 Less rate of interest loans 10 10
3 Festival offers 11 11
4 Exchange offers 9 9
5 Gold coins 25 25
Total 100 100
63
This table shows that the response of respondents about the scheme influences them to
purchase the Hyundai cars. In this table different schemes were listed and provided the
responses of respondents according to their view. This data is put in the form of bar
diagram below.
Inference
Out of 100 respondents whose opinions were collected, it is clear that from the above
bar diagram price off offer influences 45% of the respondents, gold coins scheme
influences 25% of the respondents, exchange offer scheme influences 9% of the
respondents, festival schemes influences 11% of the respondents and less rate of
interest schemes influences 10% of the respondents.
64
TABLE. 4. 12. (A)
Relatio
nship between the age of respondents and schemes influence them to purchase the
Hyundai.
Schemes Total
Age of Price off Less rate of Festival Exchange Gold coins

respondents offer interest offers offers
21-30 years 26 1 2 2 5 36
31-40 years 15 4 5 4 6 34
41-50 years 1 3 3 2 9 18
51-60 years 3 1 0 1 3 8
Above 60 years 0 1 1 0 2 4
Total 45 10 11 9 25 100
This table shows that the response of respondents about the scheme influences them to
purchase the Hyundai cars. In this table different schemes were listed and divided the
responses according to their age.
65
S.NO. E O (E-O)2/E
1 16.2 26 5.928
2 3.6 1 1.877
3 3.96 2 0.970
4 3.24 2 0.474
5 9 5 1.777
6 15.3 15 0.005
7 3.4 4 0.105
8 3.74 5 0.424
9 3.06 4 0.288
10 8.5 6 0.735
11 8.1 1 6.223
12 1.8 3 0.8
13 1.98 3 0.525
14 1.62 2 0.089
15 4.5 9 4.5
16 3.6 3 0.1
17 0.8 1 0.05
18 0.88 0 0.88
19 0.72 1 0.108
20 2 3 0.5
21 1.8 0 1.8
66
22 0.4 1 0.9
23 0.44 1 0.712
24 0.36 0 0.36
25 1 2 1
Total 31.138
Inference
hypothesis. So we can conclude that the age of respondents and schemes which
influence them to make the purchase of Hyundai are dependable.
TABLE. 4. 13.
Opinion of respondents on price off offer of Hyundai.

1 Very good 43 43
2 Good 37 37
3 Neither good nor bad 17 17
4 Bad 2 2
5 Very bad 1 1
Total 100 100
This table shows that the opinion of respondents about the price off offer scheme
which was implemented in Hyundai. In this table different opinions of respondents
were shown. This data is put in the form of bar diagram below.
67
Inference
above bar diagram, 43% of the respondents agreed that price off offer was very
good, 37% of the respondents agreed that price off offer was good, 17% of the
respondents neither agreed nor disagreed about price off offer, 2% of the
respondents disagreed and 1% of the respondent strongly disagreed.
TABLE. 4. 13. (A)
Relationship between the age of respondents and opinion on price off offer of Hyundai.
Opinions Total
Age of Very good Good Neither Bad Very bad

respondents good nor
bad
21-30 years 16 14 5 1 0 36
31-40 years 15 15 4 0 0 34
41-50 years 8 7 3 0 0 18
51-60 years 2 1 3 1 1 8
Above 60 years 2 0 2 0 0 4
Total 43 37 17 2 1 100
68
This table shows that the opinion of respondents about the price off offer
scheme which was implemented in Hyundai. In this table different opinions of
respondents are divided in to various categories. These categories have done by
considering the respondents age.
S.NO E O (E-O)2/E
1 15.48 16 0.017
2 13.32 14 0.034
3 6.12 5 0.204
4 0.72 1 0.108
5 0.36 0 0.36
6 14.62 15 0.009
7 12.58 15 0.465
8 5.78 4 0.548
9 0.68 0 0.68
69
10 0.34 0 0.34
11 7.74 8 0.008
12 6.66 7 0.017
13 3.06 3 0.001
14 0.36 0 0.36
15 0.18 0 0.18
16 3.44 2 0.602
17 2.96 1 1.297
18 1.36 3 1.977
19 0.16 1 4.41
20 0.08 1 10.58
21 1.72 2 0.045
22 1.48 0 1.48
23 0.68 2 2.562
24 0.08 0 0.08
25 0.04 0 0.04
Total 26.413
Inference
can conclude that the age of respondents and opinion on price off offer of Hyundai are
dependable.
70
TABLE. 4. 14.
The opinion of respondents on Benefits offered from price off offer of Hyundai.
S.No. Opinions No of respondents Percentage of

respondents
2 Agree 20 20

disagree
4 Disagree 3 3
Total 100 100
This table shows that the opinion of respondents about the benefits offered
from price off offer scheme which was implemented in Hyundai. In this table
different opinions of respondents are divided in to various categories. This data is put
in the form of bar diagram below.
71
Inference
above bar diagram 65% of the respondents strongly agreed that benefits offered from
price off offer were fair and reasonable to other schemes, 20% of the respondents
agreed that benefits offered from price off offer were fair and reasonable to other
schemes, 15% of the respondents neither agreed nor disagreed about price off offer
benefits.
TABLE. 4. 14. (A)
Relationship between the age of respondents and opinion of them on benefits

offered from price off offer to other schemes of Hyundai
Opinions Total
Age of Strongly Agree Neither agree Disagree Strongly

respondents agree nor disagree disagree
21-30 years 20 13 3 0 0 36
31-40 years 25 3 5 1 0 34
41-50 years 12 2 4 0 0 18
51-60 years 2 1 2 2 1 8
Above 60 years 1 1 1 0 1 4
72
Total 60 20 15 3 2 100
This table shows that the opinion of respondents about the benefits offered from price
off offer scheme which was implemented in Hyundai. In this table different opinions
of respondents are divided in to various categories. . These categories have done by
considering the respondents age.
S.NO. E O (E-O)2/E
1 21.6 20 0.118
2 7.2 13 4.672
3 5.4 3 1.066
4 1.08 0 1.08
5 0.72 0 0.72
6 20.4 25 1.03
73
7 6.8 3 2.123
8 5.1 5 0.001
9 1.02 1 0.0003
10 0.68 0 0.68
11 10.8 12 0.133
12 3.6 2 0.711
13 2.7 4 0.625
14 0.54 0 0.54
15 0.36 0 0.36
16 4.8 2 1.633
17 1.6 1 0.225
18 1.2 2 0.533
19 0.24 2 12.906
20 0.16 1 4.41
21 2.4 1 0.816
22 0.8 1 0.05
23 0.6 1 0.266
24 0.12 0 0.12
25 0.08 1 10.58
Total 45.412
Inference
74
can conclude that the age of respondents and opinion of them on benefits offered from
price off offer to other schemes are dependable.
TABLE. 4. 15.
Customers satisfaction level on the purchase of Hyundai.

1 Fully 55 55
2 To some extent 30 30
3 Neutral 9 9
4 Not 4 4
5 Not at all 2 2
Total 100 100
This table shows that the data about the respondents satisfaction level on the
purchase of Hyundai car. In this table different opinions of respondents are divided in
to various categories. This data is put in the form of bar diagram below.
75
Inference
above bar diagram, 55% of the respondents fully satisfied, 30% of the respondents to
some extent satisfied and 9% of the respondents were neutral, 4% of the respondents
dissatisfied.
TABLE. 4. 15. (A)
Relationship between the gender of respondents and their satisfaction level on the purchase
of Hyundai
Opinions Total
Gender of Fully To some Neutral Not Not at all

respondents extent
Male 54 29 7 3 2 95
Female 1 1 2 1 0 5
Total 55 30 9 4 2 100
76
This table shows that the data about the respondents satisfaction level on the
purchase of Hyundai car. In this table different opinions of respondents are divided in
to various categories. These categories have done by considering the respondents age.
Degree of freedom 4
S.NO. E O (E-O)2/E
1 52.25 54 0.058
2 28.5 29 0.008
3 8.55 7 0.28
4 3.8 3 0.168
5 1.9 2 0.005
6 2.75 1 1.113
7 1.5 1 0.166
8 0.45 2 5.338
9 0.2 1 3.2
10 0.1 0 0.1
77
Total 10.44
Inference
hypothesis is rejected. Which means the results of experiments not supporting the null
hypothesis. So we can conclude that the gender of respondents and their satisfaction
level on the purchase of Hyundai are dependable.
TABLE. 4. 16.
Respondents opinion about the recommendation of the Hyundai car to their

friends.
S.No. Opinions No of respondents Percentage of

respondents
2 Agree 20 20

disagree
4 Disagree 6 6
Total 100 100
This table shows that the data about the respondents opinion about the
recommendation of the Hyundai car to their friends. In this table different opinions
of respondents are divided in to various categories. This data is put in the form of bar
diagram below.
78
Inference
above pie chart, 60% of the respondents strongly agreed that to recommend the
Hyundai car to their friends, 20% of the respondents agreed that to recommend the
Hyundai car to their friends, 12% of the respondents neither agreed nor disagreed to
recommend the Hyundai car to their friends.
TABLE. 4. 17.
House holds yearly family income of respondents.
S.No. Options No of respondents Percentage of

respondents
79
1 Less than 2 lakhs - -
2 2-3 lakhs 25 25
3 3-4 lakhs 45 45
4 Above 4 lakhs 30 30
Total 100 100
This table shows that the data about the respondents house holds yearly family
income. In this table different income levels of respondents are divided in to various
categories. This data is put in the form of bar diagram below.
Inference
Out of 100 respondents whose opinions were collected, it is clear that from
the above bar chart, there were no respondents whose yearly income was less than 2
lakhs, 25% of the respondents were earning 2-3 lakhs per annum, 45% of the
respondents were earning 3-4 lakhs per annum, 30% of the respondents were earning
above 4 lakhs per annum.
DEALER PROFILE
80
In Hyderabad city Sri lakshmi Hyundai. is one of the best Hyundai dealers
among the other Hyundai dealers like Talwar Hyundai, KUN Hyundai etc. Sri
Lakshmi Hyundai Pvt.Ltd. started in 1998, in Hyderabad city. The head office is
located at Lb Nagar; this is main sales branch of Hyundai in Hyderabad. The
Managing Director of Sri Lakshmi Hyundai Pvt.Ltd. is K.Ram mohan Rao.
It has been expanding its branches all over the city. First they opened one
service branch at Banjarahills. In 2004 August, two more sales and service branches
were opened at different locations. I.e. one at Kukatpally and another at L.B.Nagar.
Recently in 2007 they have opened one more sales branch at Malakpet. They have also
opened one body shop of Hyundai at Autonagar.
Sri Lakshmi HyundaiPvt.Ltd is expanding its branches in Andhra pradesh other

than Hyderabad city also. It has opened two sales branches at Rajamundry and Vizag
cities.
Sri Lakshmi HyundaiPvt.Ltd is offering different types of consumer

free accessories, less rates of interests, Festival offers (gold coins and special gifts),
Road shows, Exchange offers, Loyalty bonus offer, Price off offers etc.
81
CHAPTER- V
5FINDINGS AND
RECOMENDATIONS
82
5.1 FINDINGS
1. Out of 100 respondents, majority of respondents (67%) had only one four
wheeler and 28% of respondents had two four wheelers, only 5% of
respondents had more than three four wheelers.
2. Out of 100 respondents, majority of respondents had given first rank to cost
effective and after they preferred easy maintenance, stylish, comfort, status
likewise.
3. Out of 100 respondents, majority of them purchased the Hyundai car,

because of only Hyundai brand name, and the followed influencing
characteristics are affordable price range and convenience and rest of the
respondents got influenced by family or friends and easy maintenance.
4. Almost every Hyundai consumer had known about sales promotions,

which were offered by Hyundai. Majority of them had known about these
sales promotions through electronic media and print media.
5. Out of 100 respondents, almost every consumer had accepted that sales
promotions offered by Hyundai were very good. And they accepted that
they had purchased the Hyundai car because of brand name and also sales
promotions offered by Hyundai.
83
6. Especially in Hyundai sales promotions price off offer attracted many
consumers and they accepted that benefits offered from price off offer were
reasonably fair to other schemes.
7. More respondents accepted to recommend the Hyundai car to their friends

because they had satisfied with Hyundai brand
5.2 RECOMMENDATIONS
1. While promoting the cars through advertisements more care should be taken.
2. If Hyundai maintains these affordable price ranges like these, sales will be
increased in future.
3. Outdoor media has been influencing less number of consumers, so if Hyundai

concentrate on this the results would be more positive.
4. Continuing the sales promotions like price off offers, gold coins, festival offers
would be helpful to Hyundai to increase its sales to the great extent in future.
5. By identifying the needs of the customers, sales promotions should be

enhanced.
5.3 CONCLUSION
It may be concluded that members of the sample are feeling a need to have the
Hyundai car. They feel that cost effective, comfort, easy maintenance, stylish are the
main attributes to purchase a car. They have liked Hyundai sales promotions very
well. Especially they liked the price off offer because benefits offered from this offer
are fair and reasonable to other schemes. And almost all respondents are aware of
sales promotions, which are offered by Hyundai. This indicates that Hyundai is
promoting its cars in a correct manner. This is a good sign to Hyundai. The results are
indicating that sales promotions are really affecting the sales by stimulating the
consumers.
5.4 LIMITATIONS
84
1. The survey is limited only to Hyderabad city.
2. The survey is carried out within a short span of time 30 days.
3. Due to limited span of time data is collected from only 100 respondents.
4. The sample selected is on the basis of convenient random sampling only.
5. As the sample size is small the end result obtained is not so accurate.
85
QUESTIONNAIRE
1. Personal profile:
Name: Gender: Occupation:

Student businessman Employee Others
2. Age
21-30 years 31-40 years 41-50 years
51-60 years above 60 years.
How many four wheelers do you own?
One Two Three or more.
3. How long are you using the Hyundai Car?

Less than 6 months 6 months-1year
1-2 years 2-3 years. More than 3 years
4. In which of the following issues you are satisfied? (Rank them as 1, 2, 3, 4, 5.)
Cost effective Status Easy maintenance
Comfort Stylish
5. Which factor influenced you to make the purchase of Hyundai?

Affordable price range Brand name
Family / Friends influence.
6. Are you aware of any sales promotions offered by Hyundai?

Yes. No.
7. How did you know?

Print media Electronic media
Outdoor media Online media.
8. Which media impressed you more? (Rank them as 1, 2, 3,4).

News paper TV
Hoardings Internet.
9. The Hyundai sales promotions are good.

Strongly agree Agree Neither agree nor disagree
86
Disagree Strongly disagree
10. The sales promotions are influenced me to purchase the HyundaiCar.

11. Which of the following scheme influences you more ?

Price off offer less rate of interest loans Festival offers
Exchange offers Gold coins.
12. What is your opinion on Price off offer?

Very good Good Neither good nor bad
Bad Very bad.
14. Benefits offered from Price off offer are fair and reasonable as compared with
other schemes?
15. Have your car reached your expectations level when you purchased?
Fully To some extent Neutral
Not Not at all
16. I Will recommend the Hyundai Car to my friends?

17. What is your house holds yearly family income?

Less than 2 lakhs 2-3 lakhs
3-4 lakhs above 4 lakhs.
87
BIBLIOGRAPHY
1. Philip Kotler, Principles of Marketing, Prentice Hall of India, 7th edition,

1996.
( Referred pg.nos. 510, 511, 513 ).
2. Philip Kotler, Marketing Management, Prentice Hall of India, 8th edition,

1996.
( Referred pg nos. 664, 666, 668 ).
3. George E. Belch, Michael A. Belch, Advertising and Sales promotion, Tata

MC
Graw HILL, 6th edition, 2004. ( Referred pg nos. 510, 513, 522, 526, 544 ).
4. Tom Duncan, Principles of Advertising and Integrated Marketing

communication, Tata MC Graw HILL, 2nd edition, 2005. ( Referred pg
nos. 5, 9, 445, 447, 450 ).
5. JOHN R. ROSSITER, LARRY PERCY, Advertising communications and
promotion management, Tata MC Graw HILL, 2nd edition. 1997.
( Referred page no.s. : 352, 354, 356
Referred website addresses
www.hyundaiindia.co.in
www.indiaautomobile.com
www.salespromo.com
www.carwale.com
www.rightautos.com
www.driveinside.com
www.upspiral.com
www.ask.com
www.auto.indiamart.com
www.prodomain.com
www.hyundaimotors.com
88

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What is marketing and how does it differ from selling?

What is marketing and how does it differ from selling?

What are the elements of the marketing mix?

What are the elements of the marketing mix?

CHAPTER - I

Marketing facilitates the exchange process and the development of

This particular topic was chosen because every organization required

1. To study the impact of consumer sales and advertising s of

2. To assess the effectiveness of media in promoting the brand

3. To study the awareness of consumers about sales and advertisings of

1.3 Scope of the study

1.4 Research Design

Investigating the effectiveness of sales and advertising s of Hyundai cars.

DATA COLLECTION METHOD

To fulfill above objectives the data collection is done by using,

1. Primary method of data collection.

2. Secondary method of data collection.

Primary method includes meeting the consumers directly and interviewing

1.5 Questionnaire Design:

A structured questionnaire was developed to interview Hyundai customers.

1.6 Sample Design:

The survey is carried out within a short span of time -2 months.

Statistical techniques analysis and interpretation

The word marketing is derived from the word market. Marketing is a

Marketing facilitates the exchange process and the development of

1. Product : Product means anything that can be offered to a market for

Traditionally the 'Promotional mix has included four elements :

4. Sales and advertising

Each element of the promotional mix is viewed as an integrated marketing

Advertising is defined as any paid form of nonpersonal communication about

Another important component of an organizations promotional mix is

Public relations is defined as the management function which evaluates

Another important component of a promotional mix is Personal selling, a

Sales and advertising :

1. Consumer oriented sales and advertising s

2. Trade oriented sales and advertising s

Types of sales and advertising s:

Consumer oriented sales and advertising is targeted to the ultimate consumer

1. Sampling: sampling involves a variety of procedures where by consumers are

3. Premium: Premiums are a sales and advertising device used by many

Trade oriented sales and advertising is targeted toward marketing

3. Point-of-purchase displays: Point of purchase (POP) displays are specially

4. Training programs: Manufacturers provide sales training for a retailer's sales

6. Cooperative advertising: A system by which ad costs are divided between two or

2.2 Industry Profile

Overview of automobile industry

The Indian automobile industry is going through a technological change where

The Hyundai Motor Company, a division of the Hyundai Kia Automotive

Chung Ju-Yung founded the Hyundai Engineering and Construction Company

In 1998, Hyundai began to overhaul its image in an attempt to establish itself

In 2006, the South Korean government initiated an investigation of Chung

History of Hyundai (1967- Present)

Compared to venerable US automotive companies like Ford or even Japanese

The 70S: The early years

Hyundai Motor Company was established in December 1967. The young

The 90s: The pursuit of technical innovation and higher quality

The 1990s saw a blossoming of Hyundai's decade-long commitment to

. 2000 -2003: Expansion, accolades and new found respect

The new millennium ushered in an exciting time for Hyundai. A new