A PROJECT REPORT

ON

CUSTOMER SATISFACTION IN HYUNDAI CARS

SUBMITED TO: SUBMITTED BY:

DEPARTMENT OF MBA ROLL NO-

MBA 2TH SEMESTER

CENTRAL UNIVERSITY OF HIMACHAL PRADESH

DHARMSHALA CAMPUS

(2020-2022)

ACKNOWLEDGEMENT

i
 It gives me immense pleasure and privilege to acknowledge my deepest
sense of gratitude towards all those who helped me in the successful
execution of this project..

The acknowledgement would be incomplete without thanking my family

and friend who were a big support throughout

ABC
MBA 2nd semester

CHAPTER INDEX
Chapter No. Title Page No.

ii
 1 Introduction 1-7

2 Company Profile 8-14

3 Research Methodology 15-22

4 Data Analysis and Interpretation 23-38

5 Conclusion and Recommendations 39-41

TABLE OF CONTENTS
Chapter Title Page No
No

Acknowledgement Ii

iii
 Chapter Index Ii

List of Tables V

List of Chart Vi

I Introduction 1

1.1 Industry Introduction 2-7

II Company Profile 8

2.1 Profile of Hyundai 9-14

III Research Methodology 15

3.1 Objective of The Study 16

3.2 Scope of the Study 17

3.3 Research Design 18

3.4 Sample size and sampling Technique 19

3.5 Data collection Method 20-21

3.6 Limitation of the study 22

IV Data Analysis and Interpretation 23-38

V CONCLUSION AND RECOMMENDATION 39 -41

iv
 BIBLIOGRAPHY

ANNEXURE

LIST OF TABLES
Table TABLE NAME Page
No. No.

4.01 How did you come to know about Hyundai 24

4.02 Which type of Hyundai car would you prefer to buy 25

4.03 Which factor prompted you to buy Hyundai car among all 26
other brands

4.04 How do you feel when you drive Hyundai cars 27

4.05 Are you satisfied with the seating capacity of Hyundai cars 28

4.06 How do you rate the price of Hyundai cars when compared 29
to other cars of same segment

4.07 Please rank the mileage of Hyundai cars compared to the 30

other segment of cars

4.08 How the company is handling complaints of customers 31

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 4.09 How is availability of Hyundai spare parts 32

4.10 What you will say about after sale service of company 33

4.11 Does the sale team of Hyundai regularly visit to your outlet 34
places

4.12 Would you recommend Hyundai cars to your friends, 35

colleagues or relatives

4.13 Would you consider Hyundai car as “value for money” 36

4.14 What do you think about brand position of Hyundai cars in 37

INDIA

LIST OF CHART
Table TABLE NAME Page
No. No.

4.01 How did you come to know about Hyundai 24

4.02 Which type of Hyundai car would you prefer to buy 25

4.03 Which factor prompted you to buy Hyundai car among all 26
other brands

4.04 How do you feel when you drive Hyundai cars 27

4.05 Are you satisfied with the seating capacity of Hyundai cars 28

4.06 How do you rate the price of Hyundai cars when compared 29
to other cars of same segment

4.07 Please rank the mileage of Hyundai cars compared to the 30

other segment of cars

4.08 How the company is handling complaints of customers 31

4.09 How is availability of Hyundai spare parts 32

4.10 What you will say about after sale service of company 33

vi
4.11 Does the sale team of Hyundai regularly visit to your outlet 34
places

4.12 Would you recommend Hyundai cars to your friends, 35

colleagues or relatives

4.13 Would you consider Hyundai car as “value for money” 36

4.14 What do you think about brand position of Hyundai cars in 37

INDIA

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 CHAPTER-1

INTRODUCTION

1.1 INDUSTRY INTRODUCTION

Automobile Industry History

In the year 1769, a French engineer by the name of Nicolas J. Cugnot invented
the first automobile to run on roads. This automobile, in fact, was a
selfpowered, three-wheeled, military tractor that made the use of a steam
engine. The range of the automobile, however, was very brief and at the most, it
could only run at a stretch for fifteen minutes. In addition, these automobiles
were not fit for the roads as the steam engines made them very heavy and large,
and required ample starting time. Oliver Evans was the first to design a steam
engine driven automobile in the U.S.

A Scotsman, Robert Anderson, was the first to invent an electric carriage

between 1832 and 1839. However, Thomas Davenport of the U.S.A. and
Scotsman Robert Davidson were amongst the first to invent more applicable
automobiles, making use of non-rechargeable electric batteries in 1842.
Development of roads made travelling comfortable and as a result, the short
ranged, electric battery driven automobiles were no more the best option for
travelling over longer distances.

The Automobile Industry finally came of age with Henry Ford in 1914 for the
bulk production of cars. This lead to the development of the industry and it first
begun in the assembly lines of his car factory. The several methods adopted by
Ford, made the new invention (that is, the car) popular amongst the rich as well
as the masses.
According the History of Automobile Industry US, dominated the automobile
markets around the globe with no notable competitors. However, after the end
of the Second World War in 1945, the Automobile Industry of other
technologically advanced nations such as Japan and certain European nations
gained momentum and within a very short period, beginning in the early 1980s,
the U.S Automobile Industry was flooded with foreign automobile companies,
especially those of Japan and Germany.

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The current trends of the Global Automobile Industry reveal that in the
developed countries the Automobile Industries are stagnating as a result of the
drooping car markets, whereas the Automobile Industry in the developing
nations, such as, India and Brazil, have been consistently registering higher
growth rates every passing year for their flourishing domestic automobile
markets. .

.Indian Automobile Industry Report (November, 2020)

In 2019, India was the fifth-largest auto market, with ~3.81 million units combined
sold in the passenger and commercial vehicles categories. It was the seventh largest
manufacturer of commercial vehicles in 2019.
The two wheelers segment dominate the market in terms of volume owing to a
growing middle class and a young population. Moreover, the growing interest of the
companies in exploring the rural markets further aided the growth of the sector. India
is also a prominent auto exporter and has strong export growth expectations for the
near future. In addition, several initiatives by the Government of India and major
automobile players in the Indian market is expected to make India a leader in the
twowheeler and four-wheeler market in the world by 2020.
Market Size
Domestic automobiles production increased at 2.36% CAGR between FY16-20 with
26.36 million vehicles being manufactured in the country in FY20. Overall, domestic
automobiles sales increased at 1.29% CAGR between FY16-FY20 with 21.55 million
vehicles being sold in FY20.
Two wheelers and passenger vehicles dominate the domestic Indian auto market.
Passenger car sales are dominated by small and mid-sized cars. Two wheelers and
passenger cars accounted for 80.8% and 12.9% market share, respectively, accounting
for a combined sale of over 20.1 million vehicles in FY20.
Passenger vehicle (PV) sales stood at 3,10,294 units in October 2020, compared with
2,71,737 units in October 2019, registering a 14.19% growth. As per Federation of

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Automobile Dealers Associations (FADA), PV sales in December 2020 stood at
271,249 units, compared with 218,775 units in December 2019, registering a 23.99%
growth.
Overall, automobile export reached 4.77 million vehicles in FY20, growing at a
CAGR of 6.94% during FY16-FY20. Two wheelers made up 73.9% of the vehicles
exported, followed by passenger vehicles at 14.2%, three wheelers at 10.5% and
commercial vehicles at 1.3%.
EV sales, excluding E-rickshaws, in India witnessed a growth of 20% and reached
1.56 lakh units in FY20 driven by two wheelers. According to NITI Aayog and Rocky
Mountain Institute (RMI) India's EV finance industry is likely to reach Rs. 3.7 lakh
crore (US$ 50 billion) in 2030.

• Premium motorbike sales in India recorded seven-fold jump in domestic sales,

reaching 13,982 units during April-September 2019. The luxury car market is
expected to register sales of 28,000-33,000 units in 2021, up from
20,00021,000 units sold in 2020. The entry of new manufacturers and new
launches is likely to propel this market in 2021.

Investments
In order to keep up with the growing demand, several auto makers have started
investing heavily in various segments of the industry during the last few months. The
industry has attracted Foreign Direct Investment (FDI) worth US$ 24.62 billion
between April 2000 and September 2020, according to the data released by
Department for Promotion of Industry and Internal Trade (DPIIT).
Some of the recent/planned investments and developments in the automobile sector in
India are as follows:

• In February 2021, the Delhi government started the process to set up 100
vehicle battery charging points across the state to push adoption of electric
vehicles.
• In January 2021, Fiat Chrysler Automobiles (FCA) announced an investment of
US$ 250 million to expand its local product line-up in India.

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• A cumulative investment of ~Rs. 12.5 trillion (US$180 billion) in vehicle
production and charging infrastructure would be required until 2030 to meet
India’s electric vehicle (EV) ambitions.
• In January 2021, Lamborghini announced it is aiming to achieve sales in India
higher than the 2019-levels, after recovering from pandemic-induced
disruptions.
• In January 2021, Tesla, the electric car maker, set up a R&D centre in
Bengaluru and registered its subsidiary as Tesla India Motors and Energy
Private Limited.
• In November 2020, Mercedes Benz partnered with the State Bank of India to
provide attractive interest rates, while expanding customer base by reaching out
to potential HNI customers of the bank.
• Hyundai Motor India invested ~Rs. 3,500 crore (US$ 500 million) in FY20,
with an eye to gain the market share. This investment is a part of Rs. 7,000
crore (US$ 993 million) commitment made by the company to the Tamil Nadu
government in 2019.
• In October 2020, Kinetic Green, an electric vehicles manufacturer, announced
plan to set up a manufacturing facility for electric golf carts besides a battery
swapping unit in Andhra Pradesh. The two projects involving setting up a
manufacturing facility for electric golf carts and a battery swapping unit will
entail an investment of Rs. 1,750 crore (US$ 236.27 million).
• In October 2020, Japan Bank for International Cooperation (JBIC) agreed to
provide US$ 1 billion (Rs. 7,400 crore) to SBI (State Bank of India) for
funding the manufacturing and sales business of suppliers and dealers of
Japanese automobile manufacturers and providing auto loans for the purchase
of Japanese automobiles in India.
• In October 2020, MG Motors announced its interest in investing Rs. 1,000
crore (US$ 135.3 million) to launch new models and expand operations in spite
of the anti-China sentiments.

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 • In October 2020, Ultraviolette Automotive, a manufacturer of electric
motorcycle in India, raised a disclosed amount in a series B investment from
GoFrugal Technologies, a software company.
• In September 2020, Toyota Kirloskar Motors announced investments of more
than Rs 2,000 crore (US$ 272.81 million) in India directed towards electric
components and technology for domestic customers and exports.
• During early September 2020, Mahindra & Mahindra singed a MoU with
Israel-based REE Automotive to collaborate and develop commercial electric
vehicles.
• In April 2020, TVS Motor Company bought UK’s iconic sporting motorcycle
brand, Norton, for a sum of about Rs. 153 crore (US$ 21.89 million), making
its entry into the top end (above 850cc) segment of the superbike market.
• In March 2020, Lithium Urban Technologies partnered with renewable energy
solutions provider, Fourth Partner Energy, to build charging infrastructure
across the country.
• In January 2020, Tata AutoComp Systems, the auto-components arm of Tata
Group entered a joint venture with Beijing-based Prestolite Electric to enter the
electric vehicle (EV) components market.

Government Initiatives
The Government of India encourages foreign investment in the automobile sector and
has allowed 100% foreign direct investment (FDI) under the automatic route.
Some of the recent initiatives taken by the Government of India are -
• In Union Budget 2021-22, the government introduced the voluntary vehicle

scrappage policy, which is likely to boost demand for new vehicles after
removing old unfit vehicles currently plying on the Indian roads.
• In February 2021, the Delhi government started the process to set up 100
vehicle battery charging points across the state to push adoption of electric
vehicles.
• The Union Cabinet outlaid Rs. 57,042 crore (US$ 7.81 billion) for automobiles
& auto components sector in production-linked incentive (PLI) scheme under
the Department of Heavy Industries.
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 • The Government aims to develop India as a global manufacturing centre and a
Research and Development (R&D) hub.
• Under NATRiP, the Government of India is planning to set up R&D centres at
a total cost of US$ 388.5 million to enable the industry to be on par with global
standards.
• The Ministry of Heavy Industries, Government of India has shortlisted 11 cities
in the country for introduction of EVs in their public transport systems under
the FAME (Faster Adoption and Manufacturing of (Hybrid) and Electric
Vehicles in India) scheme. The Government will also set up incubation centre
for start-ups working in the EVs space.
• In February 2019, the Government of India approved FAME-II scheme with a
fund requirement of Rs. 10,000 crore (US$ 1.39 billion) for FY20-22.

Achievements
Following are the achievements of the Indian automotive sector:

• In H12019, automobile manufacturers invested US$ 501 million in India’s

auto-tech start-ups according to Venture intelligence.
• Investment flow into EV start-ups in 2019 (till end of November) increased
nearly 170% to reach US$ 397 million.
• On 29th July 2019, Inter-ministerial panel sanctioned 5,645 electric buses for 65
cities.
• NATRiP’s proposal for “Grant-In-Aid for test facility infrastructure for EV
performance Certification from NATRIP Implementation Society” under the
FAME Scheme was approved by Project Implementation and Sanctioning
Committee (PISC) on 3rd January 2019.
• Under NATRiP, following testing and research centres have been established in
the country since 2015.
o International Centre for Automotive Technology (ICAT), Manesar o
National Institute for Automotive Inspection, Maintenance & Training
(NIAIMT), Silchar o National Automotive Testing
Tracks (NATRAX), Indore o Automotive Research
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 Association of India (ARAI), Pune o Global Automotive
Research Centre (GARC), Chennai
• SAMARTH Udyog - Industry 4.0 centres: ‘Demo cum experience’ centres are
being set up in the country for promoting smart and advanced manufacturing
helping SMEs to implement Industry 4.0 (automation and data exchange in
manufacturing technology).

Road Ahead
The automobile industry is supported by various factors such as availability of skilled
labour at low cost, robust R&D centres, and low-cost steel production. The industry
also provides great opportunities for investment and direct and indirect employment to
skilled and unskilled labour.
Indian automotive industry (including component manufacturing) is expected to reach
Rs. 16.16-18.18 trillion (US$ 251.4-282.8 billion) by 2026.
The Indian auto industry is expected to record strong growth in 2021-22, post
recovering from effects of COVID-19 pandemic. Electric vehicles, especially
twowheelers, are likely to witness positive sales in 2021-22.
References: International Organization of Motor Vehicle Manufacturers, Media
Reports, Press Releases, Department for Promotion of Industry and Internal Trade
(DPIIT), Automotive Component Manufacturers Association of India (ACMA), Society
of Indian Automobile Manufacturers (SIAM), Union Budget 2021-22

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 CHAPTER – 2

COMPANY PROFILE

2.1 PROFILE OF HYUNDAI

“Hyundai” a name to be reckoned in the World Automobile industry is Korea’s

number one automaker. Hyundai has established an enviable record for growth both in
quantitative and qualitative terms transforming itself from a domestically oriented
manufacture into a global player and leading contributor to Korea’s economic and
industrial development. Hyundai Motor Company is steadily accelerating to achieve
the status of world-class automobile company.In December 1967, Hyundai Motor
Company (HMC) was born out of the Hyundai Business group, the nation’s largest
conglomerate with the purpose of entering the automobile industry to meet the
growing domestic demand for cars. Since then, HMC has played a major role in
providing transportation to further Korea’s economics growth and prosperity.

Entry of Hyundai Motor Company in the Indian Market.

Hyundai established its presence in India by opening a subsidiary called “Hyundai

Motor India Limited” with a total investment of US$ 614 Millions. The Hyundai
project is the largest to be made by an MNC in the automobile sector. The plant near
Chennai, in the state of Tamil Nadu is the largest manufacturing plant of Hyundai
motors outside Korea and contains nearly all facilities necessary for a self sufficient

8
manufacturing and production site for developing cars. This assembly plant not only
boasts it sown assembly facilities but also a R&D center, a performance
experimenting and testing center, and a driving testing ground.

As such, the India plant represents a family-type combined automobile assembly

facility, capable of all production processes, research and development, testing of
products, marketing for sales and provision of after sale service in India.In 1997,
Hyundai Motor India limited launched “Santro” the best small car at its worldwide
debut in New Delhi. Santro is basically a face lifted version of the “Atos”. Santro was
introduced in three different models having varying features. Santro was a runaway
success in the India market and became famous as the Tall Boy car. It topped the
volumes year after year in its segment.

HMIL's first car, the Hyundai Santro was launched on 23 September 1998 and was a
runaway success. Within a few months of its inception HMIL became the second
largest automobile manufacturer and the largest automobile exporter in India. Hyundai
Motor India Limited (HMIL) is a wholly owned subsidiary of Hyundai Motor
Company (HMC), South Korea and is the largest passenger car exporter and the
second largest car manufacturer in India. HMIL presently markets 10 models – Eon,
Grand i10, Xcent, Elite i20, i20 Active, Verna, Creta, Elantra, Tucson, and the newly
launched Santro.

HMC has set up a research and development facility (Hyundai Motor India
Engineering – HMIE) in the cyber city of Hyderabad.

As HMC's global export hub for compact cars, HMIL is the first automotive company
in India to achieve the export of 10 lakh cars in just over a decade. HMIL currently
exports cars to more than 87 countries across EU, Africa, Middle East, Latin America,
Asia and Australia. It has been the number one exporter of passenger cars of the
country for the eighth year in a row.[2]

To support its growth and expansion plans, HMIL currently has 493 strong dealer
network and more than 1,309 strong service points across India.

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In July 2012, Arvind Saxena, the Director of Marketing and Sales stepped down from
the position after serving the company for 7 years.[3]

In August 2018,Rakesh Srivastava, Director Sales and Marketing at Hyundai India

resigned from his position after serving for six years.

On December 4, 2018: Hyundai Motor India Ltd, announced the top level
management changes with immediate effect. Mr. Seon Seob Kim assumed the
responsibilities of ‘MD & CEO’ from Mr. Young Key Koo.

Mr. Y K Koo completed 3 years’ successful tenure to lead Indian operations and has
led Hyundai Motor India to newer heights setting new benchmarks. Out of his 35
years of professional career with Hyundai Motor Company, Mr. Y K Koo had been
the part of the Senior Management for long 12 Years in India with a strong
understanding and orientation of Indian Auto Industry. His first stint from 1997-2001,
when Hyundai established itself as a household name was with the launch of 1st
generation 'SANTRO' and ‘ACCENT’ in India. He strengthened the sales and
marketing operations during his second tenure from 2008-2011 and again headed the
Indian operations in his 3rd tenure from November 2015 to November 2018.
Recognizing his unmatched leadership and efforts, Mr. Koo received the Award of
'NDTV Automotive Man of the Year' for his contribution in growth of the Indian
Automobile Industry..

R&D Centre

Hyundai Motor India Engineering (HMIE) is a fully owned subsidiary of Hyundai

Motor Company, South Korea, which is located at Hyderabad, Telangana. HMIL
established HMIE in November 2006 and contributed to the development of Hyundai
Motors' popular new models for the Indian market starting with the Eon and followed
now by the "i" series, and also in SUV segments like the Creta. Hyundai Motors' other
overseas R&D centres are located in the United States, Germany, Japan, Korea, and
China.

Regional Headquarter

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W.E.F 2 July 2018,As part of organizational restructuring, Hyundai has announced the
creation of three regional headquarters – Hyundai Motor India, Hyundai Motor North
America and Hyundai Motor Europe. The regional headquarters will have various
divisions for planning, finance, products and customer experience. They will work in
collaboration with Hyundai Motor Company – the corporate headquarters based in
Seoul, South Korea.

Hyundai Motor India lead by SS Kim will oversee the operations of the brand in the
regional market.

Global Quality Centre

Named Indian Quality Centre(INQC),The centre is one of the five quality Centre
worldwide after the U.S,China,Europe and Middle East. The India centre located at
Faridabad,Haryana will conduct durability study of existing models and benchmark
parts and systems for constant improvement.

The key activity of India quality Centre would be to "contribute in new car
development from pilot stage to create quality product with zero defect" .
Besides, the centre will also be responsible for ensuring "top level safety
quality "through proactive customer oriented management system and
understanding feedback from them to eliminate potential risks. The centre also
has an objective to study market conditions and other Asia Pacific regions to
develop new cars and adapt strategies for continuous product quality
improvement.

The company also opened a training centre at same facility. It will have its own
body and paint unit,The new service training will ensure overall skill
development of entire service profile of dealer manpower

Ideology and Environment at Hyundai:

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A management motto at Hyundai is “Customer first, best in technology, best in quality
and best value for human beings”. Hyundai as a company is dedicated to create new
value for its customers. Hyundai Motor Company’s target is to care for the
environment and devote attention to the future of our children and their ability to
inhabit a clean, pollution managed world. Hyundai believes that they have achieved
the current status as a world-class company by faithfully enforcing seven management
principles and creating an atmosphere where by each and every member of the
company is able to work for the benefit of common future. As a result, Hyundai motor
company is committed to its social responsibilities as it fulfills its mission with
dedication and strength of purpose.

Hyundai dispatched 47,400 units in December 2020 and registered a YoY growth of
25% & MoM volumes fell by -3%. This is the highest volumes Hyundai has recorded
in any December till date!ModelYear-on-Year ComparoMonth-on-Month
ComparoDec’20Dec’19Growth (%)Dec’20Nov’20Growth
(%)VENUE12,3139,52129%12,3139,26533%Creta10,5926,71358%10,59212,01712
%i10 Grand10,2637,59835%10,26310,936-6%i20 Elite8,0047,7403%8,0049,096-
12%Aura3,1131,139173%3,1133,0632%SANTRO1,9603,820-49%1,9602,822-
31%Verna1,0361,295-20%1,0361,487-
30%Tucson809213%80765%KONA2412100%240–Elantra1523-35%1538-
61%TOTAL47,40037,95325%47,40048,800-3%
1. Hyundai saw 24.89% increase in its domestic car sales to 47,400 units in
December 2020. The company had sold 37,953 units in December 2019.

2. Hyundai India also set a new record of highest production in a single month
since inception with 71,178 units in December 2020!

3. Do note that the Top 2 selling Hyundai’s were SUVs in December 2020.
Hyundai has been able to rapidly enhance its Market Share in SUV space and is
getting significant share from the segment.

4. Venue was Hyundai’s best selling model and India’s No.1 SUV in Dec’20. It
registered dispatches of 12,313 units and grew 29% YoY.

12
 5. Creta came in second and sold 10,592 units with a YoY increase of 58%.

CHAPTER-3

RESEARCH METHODOLOGY

3.1 OBJECTIVE OF THE STUDY

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To study and understand the key service parameters using Customer Satisfaction and
reflect upon the low performing areas:

• To study about the customer satisfaction on the services provided by the

dealers.

• To study the opinion of the customers regarding the availability and cost of
spare parts.

• To study the opinion of the owners of cars regarding its features like mileage,
price etc.

• To study the effect of advertisement on the customers to promote the product.

• To study the customer satisfaction with usage of their cars.

• To study the information resources that the customer using before purchasing
the car.

3.2 SCOPE OF THE STUDY

• The study covers the customer’s perceptions and their most used product.

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 • The study is also intended to know the level of customer satisfaction towards
HYUNDAI cars when compared to other brands, as the automobile industry is facing
a stiff competition due to globalization.

• The study covers the customer’s perception for automobile sector.

• The research measures the experiences of customers.

• Defines and analyses the experiences based on key deliverables

• Gains insights into Customer expectations.

3.3 RESEARCH DESIGN

Research Design specifies the methods and procedures for conducting a particular
study. A Research Design is the arrangement of conditions for collection and analysis
of the data in a manner that aims to combine relevance to the research purpose with
economy in procedure. Research.

15
On the basis of the objective of study, the studies which are concerned with describing
the character tics of a particular individual, or of a group of individual under study
comes under Descriptive Research Design.

Descriptive Research Design: In this research design the objective of study is

clearly defined and has accurate method of measurement with a clear cut definition
of population which is to be studied.

PREPARING THE RESEARCH DESIGN

The research design is developed to collect the relevant information with minimum of
efforts, time and money.

• Marketing Research Objectives:

➢ To undertake a prior market study before doing owns
research.
➢ To make an analysis on the basis of the results.
• Type of Study: Descriptive.
• Research Area: kangra region.HP
• Source of Information: Primary Data, Secondary Data
• Data Collection Instrument: Questionnaires

3.4 SAMPLE SIZE AND SAMPLING TECHNIQUE

A Sample Design is a definite plan for obtaining a sample from a given population. It
refers t the technique r the procedure adopted in selecting items for the sample. The
main constitution of the sampling design is as below-

1. Sampling Unit
2. Sample Size
3. Sampling Procedure

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SAMPLING UNIT

A sampling framework i.e. developed for the target population that will be sampled
i.e. who is to be surveyed.

• Consumers

SAMPLE SIZE

It is the substantial portion of the target population that are sampled to achieve reliable
results.

• 60------- CORPORATE HOUSES/ RESPONDENT/CUSTOMER

SAMPLING PROCEDURE
The procedure to choose the respondents to obtain a representative sample, a
nonprobability sampling technique is applied for the target – market.

Convenience Sampling

A convenience sample is type of non – probability sampling method where the

sample is taken from a group of people easy to contact or to reach .for example ,
standing at a mall or a grocery store and asking people to answer questions would be
an example of a convenience sample.

3.5 DATA COLLECTION

The data collection process is the predefined task that I have to undergo. The data
collection process starts right from the first day till the final day on the field. During
the whole period a list of different retailers scattered around whole of the South Delhi
gets visited on the regular basis. The main task is to analyze the CUSTOMER
SATISFACTION, market potential, study of the market share of the company and
analyzing the competitor’s strategies.

17
The survey process is not complete without consulting the Distributor & Retailers. The
distributors are the key nodes that make the chain moving effectively. So the response
made by them is also an essential criterion to involved and reaching for certain
decisions.

There are several ways of collecting appropriate data that differ considerably in the
context of money costs, time, and other resources at the disposal of the researcher.
The tools used for data collection are as:

PRIMARY DATA

The primary data are those data, which are collected afresh and for the first time. And
happen to be original in character. The primary data to be collected for the study are-

• Questionnaire – A set of questionnaire is prepared for the cause of

collecting different information related to the pre-determined objectives.
The questionnaire prepared is in online format. The format of
questionnaire is structured and non-disguised.

SECONDARY DATA
Secondary data means data that are already available i.e., they refer the data, which
have already been collected and analyzed by someone else. When the researcher
utilizes secondary data, then he has to look into various sources from where he can
obtain them, IN this case he is certainly not confronted with the problems that are
usually associated with the collection of original data. Secondary data may either be
published data or unpublished data. Usually published data are available in:

18
 • Various publications of the central, state and local governments;
• Various publications of foreign government or of international bodies and their
subsidiary organization;
• Technical and trade journals:
• Books, magazines and newspapers;
• Reports and publications of various associations connected with business and
industry, banks, stock, exchanges etc.;
• Reports prepared by research scholars, universities, economists etc. In
different fields, and
• Public records and statistics, historical documents, and other sources of
published information. The sources of unpublished data are many; they may be
found in diaries, letters, unpublished biographies and autobiographies and also
may be available with scholars and research workers, trade associations, labor
bureaus and other public/private individuals and organizations.

3.6 Limitations of the study

The study is restricted in scope of owing to the following limitations:

Due to covid-19 mostly data is collected online by mail .

▪ Due to constraint of time only city of kangra is selected and so it cannot claim
to be a comprehensive study of the population.

▪ The sample size is restricted to 60 respondents.

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▪ People are not interested in filing the questioner, so they don’t prefer it.

▪ People are not so much aware about these types of surveys and they ask many
questions.

▪ Another problem which I face was that people were hesitating to give
information about their views freely.

CHAPTER – 4

Data Analysis and Interpretation

20
1. How did you come to know about Hyundai?
Table -4.01

OPTIONS NO OF RESPONDENTS PERCENTAGE

Magazines 10 17%
Newspaper 5 8%
TV ads 30 50%
Friends 15 25%
TOTAL 60 100%

Chart – 4.01

50%
45%
40% Magazines
35% Newspper
30%
25% TV ads
20% Friends
15%
10%
5%
0%
Magazines Newspper TV ads Friends

21
INTERPRETATION

The above chart shows that 50% of respondents come to know about Hyundai by TV ads,
while 25% people know Hyundai by friends and 17% respondents know by magazines. There
are very few people who know about Hyundai by newspaper.

22
Q2 Which type of Hyundai car would you prefer to buy?
Table – 4.02
OPTIONS NO OF RESPONDENTS PERCENTAGE
SUV 26 43%
SEDAN 10 16%
HATCHBACK 19 32%
OTHERS 5 9%
TOTAL 60 100%

Chart – 4.02
50%
45%
40%
35%
30% SUV
25% SEDAN

20% HATCHBCK
OTHERS
15%
10%
5%
0%
SUV SEDAN HATCHBCK OTHERS

INTERPRETATION

From the above chart, 43% of the respondents preferring to buy Hyundai SUV
cars ,32% respondents prefer to buy Hyundai hatchback cars ,while only 16 %
respondents prefer to buy Sedan cars.

Q3 Which factor prompted you to buy Hyundai car

among all other brands?

23
TABLE – 4.03

OPTIONS NO OF RESPONDENTS PERCENTAGE

Brand Image 33 55%
Maintenance 10 16%
Price 5 8%
Service 8 13%
Promotion 5 8%
Total 60 100%

Chart – 4.03

55%
60%

50%
40%

30%
16%
20% 13%
8% 8%
10%
0%
Brnd image Maintenance Price Service Promotion

Brnd image Maintenance Price Service Promotion

INTERPRETATION

From above chart it is clear, 55% of the respondents are influenced to buy car by the Brand
image of Hyundai. 16% respondents are influenced by Maintenance, 13% are influenced by
service and only 8% which are influenced by Price and promotion factor.

Q4 How do you feel when you drive Hyundai cars?

Table - 4.04

24
 OPTIONS NO OF RESPONDENTS PERCENTAGE
Delighted 10 17%
Relaxed 25 42%
Comfortable 20 33%
Uncomfortable 5 8%
TOTAL 60 100%

Chart – 4.04

Uncomfortable

Comfortable Delighted
Relaxed

Relaxed Comfortable
Uncomfortable

Delighted

0% 5% 10% 15% 20% 25% 30% 35% 40% 45%

INTERPRETATION

From above chart it is clear, 42% of the respondents feeling relaxed when they drive Hyundai
cars, while 33% of respondents feeling comfortable and 17% feeling delighted . very few
respondents are feeling uncomfortable .

Q5 Are you satisfied with the seating capacity of Hyundai cars ?

Table – 4.05
OPTIONS NO of RESPONDENTS PERCENTAGE
YES 50 83%

25
NO 10 17%
TOTAL 60 100%

Chart - 4.05

YES NO

17%

83%

INTERPRETATION

Above chart shows that 83% of the respondents are satisfied with the seating capacity of
Hyundai cars while only 17% are not satisfied with the seating capacity.

26
Q6 How do you rate the price of Hyundai cars when
compared to other cars of same segment?
Table – 4.06
OPTIONS NO OF RESPONDENTS PERCENTAGE
Very Expensive 7 11%
Expensive 36 60%
Economic 13 21%
low 4 8%
TOTAL 60 100%

Chart – 4.06

Low
8% Very expensive
11%

Economic
21%

Expensive
60%

INTERPRETATION

Chart shows that 60% of the respondents rate Hyundai cars Expensive than other segment
cars. 21% of the respondents taking Hyundai as economic cars, while 11% are taking as very
expensive. Only few respondents (8%) taking Hyundai as low price cars.

Q7 Please rank the mileage of Hyundai cars compared to the other segment
of cars?

27
Table – 4.07

OPTIONS NO OF RESPONDENTS PERCENTAGE

Excellent 2 3%
Good 12 20%
Average 18 30%
Poor 28 47%%
TOTAL 60 100%

Chart – 4.07

3%

20%

Excellent
47% Good
Average
Poor

30%

28
INTERPRETATION

As shown in the chart majority (47%) of respondents rating Hyundai cars has poor mileage
as compared to the other segment cars. 30% of the respondents rate average on the basis of
mileage, whereas 20% of the respondents rate Hyundai cars as Good mileage . only 3%
people rate Excellent on the basis of mileage.

Q8 How the company is handling complaints of customers?

Table – 4.08
OPTIONS NO OF RESPONDENTS PERCENTAGE
Good 45 75%
Average 10 17%
Poor 5 8%
TOTAL 60 100%

Chart – 4.08
Good Average Poor

75%

17%

8%
Good
Average
Poor

INTERPRETATION

Above graph shows that 75% of the respondents are treated good by the
company during complaints , where as 17% respondents are treated average .
Only 8% of the respondents have poor experience.

29
30
Q9 How is availability of Hyundai spare parts?
Table – 4.09
OPTIONS NO OF RESPONDENTS PERCENTAGE
Availability 53 89%
Sometime availability 5 8%
Rarely availability 2 3%
TOTAL 60 100%

Chart -4.09

90%
80%
70%
60% Availability
50% Sometime availabilty
40% Rarely availability
30%
20%
10%
0%
Availability Sometime Rarely availability
availabilty

INTERPRETATION

From the above chart it is clear, mostly (89%) respondents saying that there is
availability of Hyundai spare parts. Only 8% respondents saying that there is
sometime availability and 3% of respondents consider there is rare availability
of spare parts of Hyundai cars.

Q10 What you will say about after sale service of company?

31
Table - 4.10
OPTIONS NO OF RESPONDENTS PERCENTAGE
Good 15 25%
Average 26 43%
Poor 19 32%
TOTAL 60 100%

Chart – 4.10

Good Average Poor

43%

32%

25%

Good Average Poor

INTERPRETATION

From above chart, it is clearly seen that 43% of respondents are rating after sale
service of Hyundai as Average, whereas 32% of respondents are rating Poor
after sale service by Hyundai. Only 25% of respondents are rating Good.

Q11 Does the sale team of Hyundai regularly visit to your outlet
places?

32
Table – 4.11

OPTIONS NO of RESPONDENTS PERCENTAGE

YES 24 40%
NO 36 60%
TOTAL 60 100%

Chart -4.11

No, 60% Yes, 40%

INTERPRETATION

As shown in the chart 60% of the respondents are saying that there is no regular
visiting by Hyundai sales team in their outlets places. Only 40% of the
respondents are saying yes that Hyundai sales team visit regularly their outlets
places.

33
Q12Would you recommend Hyundai cars to your friends,
colleagues or relatives?
Table – 4.12

OPTIONS NO OF RESPONDENTS PERCENTAGE

likely 35 58%
Neutral 15 25%
Unlikely 10 17%
TOTAL 60 100%

Chart – 4.12

Likely Neutral Unlikely

Unlikely 17%

Neutral 25%

Likely 58%

INTERPRETATION

From chart it is clear that 58% of the respondents are like to prefer Hyundai cars
to their relatives and friends, while 25% of the respondents are replying as
neutral. Only 17% of the respondents are unlike to prefer Hyundai cars.

Q13 Would you consider Hyundai car as “value for money”?

34
Table – 4.13
OPTIONS NO OF RESPONDENTS PERCENTAGE
Agree 35 58%
Disagree 25 42%
TOTAL 60 100%

Chart – 4.13

42%

Agree
58% Disagree

INTERPRETATION

Here chart shows that 58% of the respondents are agree to consider Hyundai
cars as values for money whereas 42% of the respondents are disagree to
consider Hyundai cars as value for money.

Q14 What do you think about brand position of Hyundai cars in INDIA?

Table – 4.14

35
 OPTIONS NO OF RESPONDENTS PERCENTAGE
Excellent 2 3%
Good 28 47%
Average 18 30%
Poor 12 20%
TOTAL 60 100%

Chart – 4.14

Excellent Good Average Poor

47%

30%

20%

3%

Excellent Good Average Poor

INTERPRETATION

As shown in above chart, 47% of the respondents think Brand image of

Hyundai is good, 30% of the respondents think it is average.20% of the
respondents think brand image of Hyundai is poor whereas only 3% think it’s
excellent.

36
 CHAPTER – 5
CONCLUSION AND
RECOMMENDATION

CONCLUSION

1. Maximum of the respondents is attracted towards the brand image and

promotion of Hyundai.

2. Almost all the respondents are satisfied with the seating capacity in their
cars.
3. Maximum of the respondents considers that the cost of their car is
economical and respondents consider that it is moderate when compared
to same segment cars of other manufactures.

37
4. Maximum of the respondents considers the mileage as Poor.

5. Almost all the respondents are delighted while driving.

6. Maximum of the respondents consider the brand image is good in India

but when it is compared to other brands it become low.

7. Maximum of the respondents are satisfied with the after sale service of
the company.

8. Maximum of the respondents prefer to buy Hyundai SUV cars than other
like sedan, hatchback etc.

9. Maximum of the respondents consider Hyundai car is value for money

on the basis of overall performance

10. The study shows that television is the most effective media for
advertising as 50% of respondents came to know about Hyundai.

RECOMMENDATION
1. MILEAGE: The Company is not consistent as for the mileage is
concerned. Some of the people are quite satisfied while some are not at all
satisfied, extensive communication is thus needed to overcome this
problem.

2. PICK UP: Hyundai engine car is poor especially while the A/C is on.
The improvement on the technical aspects should be performed.

38
3. COST OF SPARE PARTS: The spares Parts of Hyundai are more
expensive as compared to the competitor’s. People are not too much aware
of the outlets. An effective advertising in this respect is needed.

4. COMMUNICATION: Communication improves customers and dealer

relation & interaction. Ineffective communication is creating a big too gap
between the customers and the company. Thus it must be improved.

5. ADVERTISING: The advertising policy of the company is not very

good. So that improvement should be done to build brand image. These
are the suggestion which throws light on the weaknesses of the company
and where the company needs to give attention .The marketing department
needs to give more attention and position the car again. So that the
customer loyalty towards the company can be ascertained.
6. Some of the customers have complained about the slack in the delivery
process and timings. Therefore, this is the area which I recommend to the
showroom to focus a little bit more. It needs to improve its delivery
process and time. Need to become little quick and fast.

7. Some of the customers have also complained about the after purchase
services provided by the showroom. Even though the complaints are
minor, the showroom needs to resolve the customer after purchase service
issues in order to achieve customer satisfaction
.

39
8. Few respondents felt that the paint and body was not up to the mark. It is

more prone to rust. This is an area of concern which the company should

look upon.

40
 BIBLIOGRAPHY

Books:

Principles of marketing : KOTLER ARMSTRONG.

Marketing Management : PHILIP KOTLER.

(Analysis, Planning Implementation and Control)

HARPER W. BOYD,JR “MARKETING RESEARCH, published by Jyoti

Publisher, 2006

WEBSITES

• www.hyundaimotorindia.com
• https://en.wikipedia.org/wiki/Hyundai
• www.automeet.com

a
 ANNEXURE

QUESTIONAIRE
T0PIC- CUSTOMER SATISFACTION IN HYUNDAI CARS

b
Personal information:

Name :

Age :

Gender :

Occupation:

Q1 How did you come to know about Hyundai?

a) Magazines
b) Newspaper
c) TVs ads
d) Friends
e) Other

Q2 Which type of Hyundai car would you prefer to buy?

a) SUV
b) Sedan
c) Hatchback
d) Others

Q3 Which factor prompted you to buy Hyundai car among all other
brands ?

a) Brand image
b) Price
c) Service
d) Maintence
e) Promotion
Q4 How do you feel when you drive Hyundai cars ?

a) Delighted
b) Relaxed
c) Comfortable

c
 d) Uncomfortable

Q5 Are you satisfied with the seating capacity of Hyundai cars ?

a) Yes
b) No

Q6 How do you rate the price of Hyundai cars when compared to other
cars of same segment ?

a) Expensive
b) Moderate
c) Economic
d) Very low

Q7 Please rank the mileage of Hyundai cars compared to the other

segment of cars ?

a) Excellent
b) Good
c) Average
d) Poor

Q8How the company is handling complaints of customers ?

a) Good
b) Average
c) Bad

Q9How is availability of Hyundai spare parts ?

a) Availability
b) Sometime availability
c) Rarely availability
Q10 What you will say about after sale service of company ?

a) Good
b) Average
c) Poor

d
Q11 Does the sale team of Hyundai regularly visit to your outlet places ?

a) Yes

b) No

Q12 Would you recommend Hyundai cars to your friends , colleagues or

relatives ?

a) Very likely
b) Likely
c) Neutral
d) Unlikely
e) Very unlikely

Q13 Would you consider Hyundai car as “ value for money ” ?

a) Agree
b) Neutral
c) Disagree

Q14 What do you think about brand position of Hyundai cars in INDIA ?

a) Excellent

b) Good
c) Average
d) Poor

Q15 According to you what are the areas of improvement is needed ?