“A STUDY ON CUSTOMER PREFRENCE TOWARDS

CRETA AT ANMOL HYUNDAI ,

JABALPUR”
In the partial fulfillment for the award of the Degree
of Master of Business Administration

Under the guidance of

Mr. Vikas Thakur
(Assistant Professor)

Submitted By-
Priyansh Agrawal
MBA III SEM Roll No. 20118990

(Batch- 2020-22)
Gyan Ganga College of Technology , Jabalpur
Submitted To

Rani Durgavati Vishwavidyalaya, Jabalpur (M.P.)

Year- 2021
 GYAN GANGA COLLEGE OF TECHNOLOGY

FORWARD

I hereby forward the Project entitled on the topic “A STUDY ON CUSTOMER

PREFRENCE AT ANMOL HYUNDAI Pvt. Ltd., Jabalpur”. submitted by
Priyansh Agrawal , student of MBA III Sem, Batch (2020-22) in Gyan Ganga
College of Technology. In partial fulfillment of the requirement for the award of
the degree of Master of Business Administration for the subject MS- 303
Evaluation of on-site Training Report and Viva Voce of the syllabus of Rani
Durgavati Vishwavidyalaya, Jabalpur (M.P.).

DIRECTOR
MBA
CERTIFICATE OF THE COMPANY
 GYAN GANGA COLLEGE OF TECHNOLOGY

DECLARATION

I hereby declare that Project entitled “A STUDY ON CUSTOMER PREFRENCE AT

ANMOL HYUNDAI Pvt. Ltd. , Jabalpur ”, which is being submitted in partial

fulfillment of the requirement for the award of the Degree of MBA Subject MS-
303 Evaluation of on-site Training Report and Viva Voce of the syllabus of Rani
Durgavati Vishwavidyalaya, Jabalpur (M.P.) is an authentic record and all the
information and facts furnished by me are true to my knowledge and are based on
the information collected through primary and secondary research done by me.
The matter reported in this Research Report is neither being used elsewhere nor
has been submitted earlier for the award of degree of Master of Business
Administration.

Date Signature-
Place- _______________
Priyansh Agrawal
 ACKNOWLEDGEMENT

It is with the sense of gratitude; I acknowledge the efforts of several people who have
helped me directly or indirectly to conduct this Project work.
I would like to thanks Mr. Alok Gupta(Training Guide) without whom I would have not
got this exposure of learning.
Words fail to express adequately my feeling of deep sense of gratitude which I owe from
deep of my heart to (Director MBA), Mr. Vikas Thakur(Guide) and all the faculty
members for their valuable support and counseling, constant help and guidance without
which the completion of the Project would not have been possible.
I am grateful to my parents who brought me up with love and encouragement to this
stage and have always stood beside me as my pillars of strength and guidance.
And last but not the least I would like to thank almighty who has always guided me to
walk on the right path of life.

Priyansh Agrawal
 INDEX

S.No. Particulars Page No.

Forward (i)
Certificate of Company (ii)
Declaration (iii)
Acknowledgement (iv)
1. Executive Summary 7
2. Introduction 8
3. Company Profile 21
4. Objective of the Study 26
5. Research Methodology 27
6. Data Analysis and Interpretation 29
7. Findings 45
8. Suggestions 46
9. Conclusion 47
10. Bibliography 48
11. Annexure 49

EXECUTIVE SUMMARY
Page 6 of 55
In today scenario, every company wants to compete with others to remain in the
market. So it is very necessary for the company to know what are the needs and
wants of the customer, what is the preference of customer. It is very important for a
company to know which product is preferred by the customer on which basis.

My study is all about this i.e. to study the preference of customer in selected vehicle
of Hyundai car on the basis of price, brand name, quality and after sales services and
find out the steps that a company can adopt to fight the competition.

In the earlier part of the project I have discussed about the Consumer & the
preference of consumer. I have also discussed about the introduction of the Hyundai
Motors India.

This research is carried out using primary data. The method that i have used is
questionnaire technique to get the data from the customer.

The sample size is of sixty three customer of Hyundai those are using the model of
Hyundai Creta.

From this study, I have found that Hyundai was having major market share in terms
of Hyundai Creta as comparison to others. There were major number of the people
those were having Hyundai Creta cars.

Page 7 of 55
 INTRODUCTION OF THE STUDY

The new millennium is not just a new beginning; it is a continuation of trends

in human behaviour that have been following cyclical patterns throughout our

country's history. Just because we have entered a new era does not mean we have to

start from scratch when it comes to interpreting why certain consumers are loyal to

certain brands, and what type of factors influence these kinds of buying behaviour.

Brand awareness is the consumer's conscious or unconscious decision, expressed

through intention or behaviour, to repurchase a brand continually. It occurs because

the consumer perceives that the brand offers the right product features, image, or level

of quality at the right price. Consumer behaviour is habitual because habits are safe

and familiar. In order to create brand loyalty, advertisers must break consumer habits,

help them acquire new habits, and reinforce those habits by reminding consumers of

the value of their purchase and encourage them to continue purchasing those products

in the future.

Brand awareness has key role in determining the behaviour of a buyer and it

has the final decision. Until a buyer has clear cut of view about the product he

never dare to purchase, where as awareness about a particular brand make him to take

quick decision and go forward.

The new business horizon will be the most challenging era for the most of the

companies delivering goods and services to the buyers directly through their network.

The increasing competition in the global markets will make the existence of the

companies difficult as the buyers enjoy being the kingpins.

Marketing is all around us. It is one from or another. It is close to every

individual. Moving from the historical perspective, modern marketing has taken on
Page 8 of 55
new dimension through various management approaches. Marketing was defined as

an exchange mechanism, in its early days and had been conceptualized as a function

of selling. The efficacy of marketing was largely related with the personal

salesmanship through advertising strategies for the consumer and industrial products.

However, with the recognition of the difference between marketing and selling,

concepts turned more scientific and analytical. Marketing is now defined as a blend of

behavioural and management science powered by creativity, intuition, innovation,

and inspiration tops them all. new dimension through various management

approaches. Marketing was defined as an exchange mechanism, in its early days

and had been conceptualized as a function of selling. The efficacy of marketing was

largely related with the personal salesmanship through advertising strategies for the

consumer and industrial products. However, with the recognition of the difference

between marketing and selling, concepts turned more scientific and analytical.

Marketing is now defined as a blend of behavioural and management science

powered by creativity, intuition, innovation, and inspiration tops them all.

Perhaps the most distinctive skill of professional marketers is their ability to

create, maintain, protect, and enhance brands. Branding is the art and cornerstone of

marketing. The American Marketing Association defines a brand as: a name, term,

sign, symbol, or a design, or a combination of them, intended to identify the goods or

services of one seller or group of sellers and to differentiate them from those of

competitors. Thus a brand identifies the seller or maker.

“What distinguished a brand from its unbranded commodity counterparts is

the consumer’s perceptions and feelings about the product’s commodity counterparts

is the consumer’s perceptions and feelings about the product’s attributed and how

they perform. Ultimately, a brand resides in the minds of consumers. A brand can be

Page 9 of 55
better positioned by associating its name with desirable benefits.

A brand is much more than a name, logo, colors, a tagline, or symbol. These

are marketing tools tactics. A brand is essentially a marketer’s promise to deliver a

specific set of feature, benefits and services consistently to the buyers. The marketer

must establish a mission for the brand and a vision of what the brand must be and do.

Brand nodding occurs when customers experience the company as delivering

on its benefit promise. The fact is that brands are not built by advertising but by the

new dimension through various management approaches. Marketing was defined as

an exchange mechanism, in its early days and had been conceptualized as a function

of selling. The efficacy of marketing was largely related with the personal

salesmanship through advertising strategies for the consumer and industrial products.

However, with the recognition of the difference between marketing and selling,

concepts turned more scientific and analytical. Marketing is now defined as a blend of

behavioural and management science powered by creativity, intuition, innovation,

and inspiration tops them all.

Page 10 of 55
 ABOUT BRAND AWARENESS

Brand awareness is the potential capacity that a consumer recognizes or recall

the name of the brand of a certain category of a product. Thus, brand awareness is an

exercise of identification of the brand name under different conditions and, therefore,

the probability of a brand name coming to the consumer and the facility with which

this happens.

Awareness essentially means that customers know about the existence of the

brand, and also recall what categories the brand is in. The lowest level of awareness is

when the customers have to be reminded about the existence of the brand name, and

its being a part of the category. There after is the stage of aided recall, i.e., upon the

mention of the category, the customer can recognize the company’s brand from

among a list of brands. Then is the stage of unaided recall, where in a customer

mentions the company’s brand among a list of brands in the category. The highest

level of awareness is when the first brand that the customer can recall upon the

mention of the product category is the company’s brand. This is called top-of-mind

recall.

Brand awareness, influenced by the advertising recall, affects the decision of

purchase not only in the aspects of the behaviour, but even at the effective level,

forming positive attitude towards the product that lead to buying of this product and to

obtaining major quotas for the company.

Brand awareness is an instrument of predominant selection amongst

consumers without experience of use of the product and stops experimentation with

new product and brands.

Page 11 of 55
 Band awareness is a dimension of brand equity that affects the decision of the

consumer both at the effective level and at the behaviour level. In the affective area, a

brand known by the consumers creates a feeling of pleasure and familiarity in them.

Finally, brand awareness favors the certain of associations brought about by

the product, which are in the origin of the creation of brand image.

Page 12 of 55
 ABOUT CONSUMER PREFERENCE

CONSUMER PREFERENCES

The underlying foundation of demand, therefore, is a model of how

consumers behave. The individual consumer has a set of preferences and
values whose determination are outside the realm of economics. They are no
doubt dependent upon culture, education, and individual tastes, among a
plethora of other factors. The measure of these values in this model for a
particular good is in terms of the real opportunity cost to the consumer who
purchases and consumes the good. If an individual purchases a particular
good, then the opportunity cost of that purchase is the forgone goods the
consumer could have bought instead.

We develop a model in which we map or graphically derive consumer

preferences. These are measured in terms of the level of satisfaction the
consumer obtains from consuming various combinations or bundles of
goods. The consumer’s objective is to choose the bundle of goods which
provides the greatest level of satisfaction as they the consumer define it.
But consumers are very much constrained in their choices. These
constraints are defined by the consumer’s income, and the prices the
consumer pays for the goods.

We will formally present the model of consumer choice. As we go along,

we will establish a vocabulary in order to explain the model. Development of
the model will be in three stages. After a formal statement of the consumer’s
objectives, we will map the consumer’s preferences. Secondly, we present the
consumer’s budget constraint; and lastly, combine the two in order to
examine the consumer’s choices of goods.

Page 13 of 55
 THE THEORY OF THE CONSUMER

Consumer make decisions by allocating their scarce income across all

possible goods in order to obtain the greatest satisfaction. Formally, we
say that consumers maximize their utility subject to budget constraint.
Utility is defined as the satisfaction that a consumer derives from the
consumption of a good. As noted above, utility’s determinants are decided
by a host of noneconomic factors. Consumer value is measured in terms of
the relative utilities between goods. These reflect the consumer’s
preferences. The goal of the theory of preferences is for the consumer to be
able to rank these commodity bundles according to the amount of utility
obtained from them. In other words, the consumer has different
preferences over the different combinations of goods defined by the set of
commodity bundles.

In order to develop a model we need to make some assumptions about the

consumer’s
preferences . There are four assumptions. The first is decisiveness. Here,
given any two commodity bundles in commodity space, the consumer
must be able to rank them. In Figure 1, suppose we randomly chose two
commodity bundles A and B. This assumption means that the consumer
must be able to say that they prefer commodity bundle A over B, or B over
A, or that bundles A and B provide the same level of utility.

While individual consumers may not give much thought to why they
prefer one product over another, for businesses and marketers who make a
living based on consumer demand, it is pretty much a science. In addition
to a product's price and its availability, knowing consumer preferences can
predict how likely a product is to sell and how much it can be sold for.
Preferences vary from one product to another and the components of those
products can each affect preference.

Page 14 of 55
 Why Is Consumer Preference Important?

Because consumer preference determines what products people will buy

within their budget, understanding consumer preference will give you an
indication of consumer demand. This information will help to ensure that you
have enough product to meet demand and will help you determine the
price for your product.

If, for example, your company makes dresses, knowing what women prefer in
a dress will help you determine which colors and fabrics will sell better
than others, as well as whether shorter hemlines will sell better than longer
hemlines. If your products are comparable to more expensive brands, you
may be able to sell them at a higher profit. On the other hand, if your
competitors offer similar dresses for less money that are also preferable to
yours, you may need to reduce production, change the design or reduce your
profit to ensure you aren't left with too much inventory at the end of the
season.

As the preference for one product over another increase, one product may
outsell the other even if the price is much higher. However, when the
preference is negligible, then price and availability become the determining
factors over which one will sell better.

Consumer Preference Examples

When it comes to consumer products, change is always a constant. Before

smartphones arrived on the market, for example, most people preferred
small cellphones that they could put in their pockets over larger handsets.
With the advent of touchscreen keyboards, many people today prefer
larger phones over small ones. In 2018, there are a number of trends being
seen across different product markets that show no signs of slowing in the
next couple of years.

Page 15 of 55
A Growing Taste for Activity

As the American population ages, a growing number of people are turning

towards products that are geared towards activity and longevity, which
represents a $7.6 trillion opportunity for the right products. Nike is one
company that is already catering to this growing preference, marketing to 55-
year-olds who are trying to keep as active as they were in their 20s. New
Balance is also targeting this market by offering footwear designed for people
with sore feet.

Younger Influencers

Years ago, a child's influence on a parent's purchasing decisions was

limited to toys and children's wear. Today, however, parents are asking
their children for opinions more than ever, including what kind of car
would best suit the family, where to go to dinner and even what clothing
the parents should buy for themselves. As a result, clothing retailers are
putting more emphasis on their children's departments. Their strategy is
that once the children bring the parents in for the children's clothes, they
may see something they think their mother or father should buy in the
adult's section.

Preferences for Larger Selections

In addition to getting older, Americans are also getting larger. In 2017,

more than one-third of adults and one-in-six children were obese, a trend
that is only expected to increase. These consumers know that just because
they are larger, wider or thicker than the average customer, it doesn't mean
they shouldn't have well-fitting clothes. Consequently, consumers are
showing a preference for a larger selection in clothing sizes. Currently,
Levi Jeans is catering to this growing preference by offering custom-fitted
jeans.

Page 16 of 55
A Need for Speed

Regarding the online shopping experience, one-week delivery times are now
passé. More consumers are developing a preference for nearly

Page 17 of 55
instant gratification. Supermarkets are now offering same-day delivery,
while Amazon is developing an army of drones that will be able to deliver
online purchases just as quickly. When it comes to the in-store shopping
experience, Amazon is also testing stores without cashiers. Shoppers simply
fill their baskets, and when they leave, the purchases are automatically scanned
and billed to the customers' phones.

How to Determine Consumer Preference

To determine what consumers prefer, you have to give them similar products
to compare. When offering them two or more products to evaluate, each
product should be complete. Asking them to compare apples to oranges is fair,
but asking them if they would rather have six apples or two oranges is not.
One preference that does not change when evaluating commodities is that
consumers always prefer more to less. As well, if consumers prefer product A
over product B, and they prefer product C to product A, then it is always safe
to assume they prefer product C over product B, too.

A common way to determine consumer preferences is to create a consumer

panel. A company may do this itself or by hiring a market research
organization. The panel is typically selected based on the demographics you
hope your product will appeal to. There are four different ways to determine
preferences with a consumer panel.

Preference Tests

Preference testing is useful when you want to compare one product to

another. The consumers are given two or more products and asked which
they prefer. Once their preferences, or lack of preference, are recorded,
you can then analyze the results to determine which product is preferred.
You cannot, however, determine how much each product was liked using
this method.

Page 18 of 55
Acceptance Tests

Acceptance testing can determine how much a product is liked. Instead of

stating which product is preferred compared to others, the consumers are
asked to give a score to each product based on their like or dislike for it.
This test is also called hedonic ranking. Usually, the scoring system is
based on a nine-point scale, ranging from extreme like to extreme dislike,
with neither dislike or like in the middle. Depending on the products being
evaluated, you can ask for different scores for different properties, such as
physical appearance, color or other attributes.

Ranking Tests

A third way of determining consumer preferences is to use a ranking

test. Ranking tests are usually best for comparing consumer preference
between three or more products, which the panel ranks according to their
preference. A ranking test does not reveal how much more consumers
like one product over another.

Difference Tests

As its name suggests, difference testing measures how well consumers can
tell the difference between two products. For example, if your company has
developed a new soda, you could ask consumers to compare it to a previous
version you sold, as well as to similar competitors’ sodas, for aspects like
sweetness. While this test itself doesn’t reveal preferences, it can provide
insight into products when used with any of the other tests.

How to Cater to Consumer Preference

Anyone selling consumer products must be aware of the demand for those
products and how consumer preference affects that demand. Small
business owners seldom have the budget to conduct thorough

Page 19 of 55
study panels, but there are other ways to determine consumer preference in
your market. Subscribing to trade publications and creating news alerts for
trends in your market online can help you leverage the studies that have been
conducted by larger organizations at no cost to you.

The most direct way to determine consumer preferences is to listen to your

current customers. Consider each online review, each email and each
complaint as a sort of case study of your target market. If you sell blue
handbags and you get feedback from numerous customers asking if you have
the same item in red, this could be an indication that many others would
prefer red handbags as well. If you have developed an email list of your
customers and prospects, it may be worthwhile to solicit their opinion on
the colors you could offer them. As well, online surveys are an inexpensive
way to determine preferences.

In addition to this, you should also examine how other preferences can
affect your business. For example, consumers always prefer faster delivery
over slower delivery times, as well as free shipping over extra shipping fees.
If you aren't in a position to offer free, next-day delivery, perhaps you can
offer a choice to your customers: free delivery in one week, or next-day
delivery for an additional $5 charge.

Finally, the trend in consumer preference for customized sizes in clothing

may be something you can transfer to your business by offering choices
in handbag sizes, or by offering customized initials sewn into the
handbags. By understanding changes in consumer preferences as they
happen, you can meet changes in demand as they begin to happen, rather
than waiting to see how larger companies are changing their products and
following their lead after-the-fact.

Page 20 of 55
 COMPANY PROFILE

Hyundai Motor India

Hyundai Motor India Ltd is a wholly owned subsidiary of the Hyundai

Motor Company headquartered in South Korea. It is the second largest
automobile manufacturer with 16.2% market share as of February 2019
and US$5.5 billion turn-over in India.

Hyundai Motor India Limited was formed on 6 May 1996 by the Hyundai
Motor Company of South Korea. When Hyundai Motor Company entered
the Indian automobile market in 1996 the Hyundai brand was almost
unknown throughout India. During the entry of Hyundai in 1996, there
were only five major automobile manufacturers in India, i.e. Hyundai,
Hindustan, Premier, Tata and Mahindra. Daewoo had entered the Indian
automobile market with Cielo just three years back while Ford, Opel and
Honda had entered less than a year back.

For more than a decade till Hyundai arrived, Hyundai had a near monopoly
over the passenger cars segment because Tata Motors and Mahindra &
Mahindra were solely utility and commercial vehicle manufacturers, while
Hindustan and Premier both built outdated and uncompetitive products.

History

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

Page 21 of 55
 Company (HMC), South Korea and is the largest passenger car exporter
and the second largest car manufacturer in India.

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. It
has been the number one exporter of passenger cars of the country for
the eighth year in a row. To support its growth and expansion plans, HMIL
currently has 1200 strong dealer network and more than 1,309 strong
service points across India.

In July 2012, Arvind Saxena, the Director of Marketing and Sales stepped
down from the position after serving the company for seven years. In
August 2018, Rakesh Srivastava, Director of Sales and Marketing at
Hyundai India, resigned from his position after serving for six years.

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

Manufacturing facilities

HMIL has two manufacturing plants in Irungattukottai and Sriperumbudur

in Tamil Nadu. HMIL's manufacturing plant near Chennai claims to have
the most advanced production, quality and testing capabilities in the
country. To cater to rising demand, HMIL commissioned its second plant
in February 2008, which produces an additional 300,000 units per annum,
raising HMIL's total production capacity to 600,000 units per annum.
Current Production Capacity efficiency, has led to rolling out cars in 31
seconds, with these two

Page 22 of 55
 plants in Irungattukottai , Sriperumbudur increased to 7,40,000 cars per
year.

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 headquarters

As of 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 led by SS Kim will oversee the operations of the brand
in the regional market.

Global Quality Centre

Indian Quality Centre (INQC) is one of five quality centres worldwide,

along with those in the US, China, Europe and Middle East.

The India centre located at Faridabad, Haryana will conduct durability studies
of existing models and benchmark parts and systems for constant
improvement.

Page 23 of 55
 Current models

Current model
Introduced in
Model Update
India Introduction
(facelift)
Hatchback

Santro 1998 2018 -

SANTRO

2013 2017
GRAND i10
i10 2007
GRAND
2019 -
i10
NIOS
i20
i20 2008 2020 -
Sedan/Liftback
AURA
Aura 2020 2020 -
Verna 2006 2017 2020
VERNA

El 2004 2016 2019

ELANTRA an
tr
a
SUV/Crossover

V 2019 2019 -
VENUE e
n
u
e

Creta 2015 2020 -

CRETA

KONA Kona 2019 2019 -

ELECTRIC

T 2005 2017 2020

TUCSON uc
Page 24 of 55
 so
n

Al 2021 2021 -
ALCAZAR ca
za
r

Page 25 of 55
 OBJECTIVE OF THE STUDY

 To know how brand awareness made customer to purchase product.

 To understand the factors and variables of brand influence them to purchase.

 To know what position does the brands has in the minds of customers.

 To know how they became aware of the brand

Page 26 of 55
 RESEARCH METHODOLOGY

Research methodology is the description, explanation and justification of various

methods of conducting research. This area deals with the research design,
sources of data collection, sampling design, hypothesis, and statistical tools used for
the data analysis and interpretation.

Descriptive Research
A researcher should think about the way in which he should proceed in attaining his
objective in his research work. He has to make a plan of action before starting the
research. This plan of study of a researcher is called the research design. Descriptive
research design is used for this study. Descriptive research design is used to those
studies which are concerned with characteristics of a particular individual or a group

SOURCE OF DATA COLLECTION

Both primary and secondary data have been used for the study.

Primary data
Primary data are those which are collected for the first time which is original in
character. They are collected directly and are reliable. The primary data was collected
through a well structured questionnaire.

Secondary data
Secondary data is those which have already been collected by someone else.
Secondary data has been collected from company records, text books, websites etc

Page 27 of 55
 SAMPLING TECHNIQUE
In this study, systematic random sampling was used for selecting samples. The
list of population was given by the company.

SUMMARY
Data source : Primary and secondary
Research approach : Survey method
Research instrument : Questionnaire
Sampling plan : Sample unit (office & residence)
Sample size : 63 Creta Owners
Sample area : Jabalpur City
Contact method : Personal Contact

Page 28 of 55
 DATA ANALYSIS AND INTERPRETATION

Q1. Gender of the Respondents ?

Sl.No Gender No. of respondents %Of respondents

2 Male 46 73%
3 Female 17 27%
Total 63 100%

Gender
50
45
40
35 Male, 46
30
25
20
15
10
5
0
Female, 17

MaleFemale

INTERPRETATION:
As stated in the study, there were 63 respondents is the sample selected for the study.
Out of them, 46 (73%) were male and 17(23%) were female.

Page 29 of 55
 Q2. Age of the respondents ?

SL No. Category No. of respondents % of respondents

1 18-25 8 12%
2 25-35 35 56%
3 35-45 13 21%
4 45& above 7 11%
Total 63 100%

60

50

40

30
%
No. of

20

10

0
18-25 25-35 35-45 45& above

INTERPRETATION:
The above chart concludes that, out of the 63 samples of the study, 8 were (12%)
between the age 18-25, 35were (56%) between 25-35, 13 were (21%) between 35-45,
and 7 (11%) were 45 and above.

Page 30 of 55
 Q3. Profession of the Respondents ?

Sl. Occupation No. of respondents %. of respondents

No
1 Business 36 57%
2 Professional 13 21%
3 Student 5 8%
4 Govt. 9 14%
Employee
Total 63 100

60

50

40

30 %

20

10

0
Business Professional Student Employee

INTERPRETATION
Among the 63 samples taken for the study, 36 respondents (57%) were found as
business men, 13 (21%) as professional, 13 (8%) as student and 9(14%) as employee.

Page 31 of 55
Q4. Are you satisfied the location of Hyundai Franchise ?

Sl. No Opinion No. of respondents %.of Respondents

1 Highly satisfied 41 65%
2 Satisfied 9 14%
3 Can’t say 2 3%
4 Dissatisfied 4 7%
5 Highly Dissatisfied 7 11%
Total 63 100%

45
40
35
30
25
20
15

41
10
5 9
0 4 7
2
Highly satisfiedSatisfiedCan’t sayDissatisfiedHighly
Dissatisfied

INTERPRETATION:
From above chart we can understand that, out of 63 samples of the study 65% are of
the opinion that they are highly satisfied with the location of Hyundai Franchise
Jabalpur. 14% of them revealed only satisfaction where 3% can’t rate it. Only 7%
opinioned as dissatisfaction, 11% found highly dissatisfied

Page 32 of 55
Q5. What the sources of information about Hyundai
Franchise ?

Sl. No Source No. Respondents %. of Respondents

1 Self 9 15%.
2 Family 20 32%.
3 Advertisement 12 19%.
4 Friends 11 17%.
5 Others 11 17%.
Total 63 100%.

35

30

25

20
%
15

10

Self Family Advertisement Friends Others

INTERPRETATION:
The chart shows that, out of 63 samples, 15% of them came to know about company
by themselves.32% via family, 19% via advertisement, 17% via friends and 17%
through others.

Page 33 of 55
Q6. Are you satisfied with the style and comfort of Hyundai
Creta ?

Sl. Opinion No. of respondents %.of Respondents

No
1 Highly satisfied 25 40%
2 Satisfied 22 35%
3 Can’t say 7 11%
4 Dissatisfied 9 14%
5 Highly Dissatisfied 0 00%
Total 63 100%

30

25

20

15
25
22
10
7
9
5

0 0
Highly satisfied Satisfied Can’t say DissatisfiedHighly Dissatisfied

INTERPRETATION:
Above chart shows that, out of 63 samples of the study 40% are of the opinion that
they are highly satisfied with the new owned Hyundai Creta. 35% of them revealed
only satisfaction where 11% can’t rate it. Only 14% opinioned as dissatisfaction, no
one found highly dissatisfied.

Page 34 of 55
Q7.. Do you think that the Price of the Hyundai Creta is
satisfactory?

Sl. No Opinion No. of respondents %.of

Respondents
1 Very High 7 11%
2 High 19 30%
3 Medium 35 56%
4 Low 2 3%
5 Very Low 0 0%
Total 63 100%

40
35
30
25
20

35
15
10
19
5
7
0 2 0
Very High High Medium Low Very Low

INTERPRETATION:
The above chart shows that out of 63 samples of the study, 11% responded that the
price of car is very high. 30% opinioned as high, where, about half of the samples
(56%) responded as medium. 3% pointed as low and no one replied very low.

Page 35 of 55
Q8. Are you satisfied with the Mileage of Hyundai Creta ?

Sl. No Opinion No. of respondents %.of Respondents

1 Excellent 11 18%
2 Good 22 35%
3 Average 21 33%
4 Poor 7 11%
5 Terrible 2 3%
Total 63 100%

25

20

15

10 21
22
11
5
7
2
0
Excellent Good Average Poor Terrible

INTERPRETATION:
This chart tells us about the opinion of the samples. Out of 63, 18% of them viewed as
excellent, 35% as good, 33% as average, and 11% as poor and as 3% terrible. This
denotes that, majority of them has the opinion that the mileage is good.

Page 36 of 55
Q9. Do you agree with with the Maintenance Cost of Creta?

Sl. No Opinion No. of respondents %.of Respondents

1 Strongly agree 18 29%
2 Agree 21 33%
3 Can’t say 6 9%
4 Somewhat disagree 12 19%
5 Strongly Disagree 6 10%
Total 63 100%

25

20

15

10 18 21

12
5
6
6
0
Strongly agree Agree Can’t say SomewhatStrongly Disagree
disagree

INTERPRETATION:
This chart shows the samples’ responds about the maintenance cost of the car they
owned, Hyundai Creta. Amongst the 63 samples, 29% of them strongly agreed that
it’s very low. 33% as agree, 9% as can’t say, 19% as somewhat disagree and 10% has
the opinion that, they are strongly disagree of the maintenance cost is low.

Page 37 of 55
Q10. How did you find advertisment of Hyundai?

Sl. No Opinion No. of respondents %.of Respondents

1 Very good 28 44%
2 Good 23 36%
3 Neutral 3 5%
4 Bad 3 5%
5 Poor 6 10%
Total 63 100%

30

25 28

20
23

15

10
6
5 3 3

0
Very good Good Neutral Bad Poor

INTERPRETATION:
This chart is about the responds of samples about publicity. Majority (44%) has the
opinion that the publicity of the car is very good. 36% says as good, 5% as neutral.
Only 5% has the opinion as bad and as poor was marked by only 10%.

Page 38 of 55
Q11. Are you satisfied with the comfortness of Hyundai Creta
?

Sl. No Opinion No. of respondents %.of Respondents

1 Strongly agree 17 27%
2 Agree 23 37%
3 Can’t say 11 17%
4 Somewhat disagree 8 13%
5 Strongly Disagree 4 6%
Total 63 100%

25

20

15

23
10 17

11
5
8
4
0
Strongly agree Agree Can’t say SomewhatStrongly Disagree
disagree

INTERPRETATION:
This chart contains the data about comforts of the car. 27% has strongly agreed the
assumption. 37% of them agreed, 17% replied as can’t say. 13% showed as
somewhat disagree and 6% disagreed strongly.

Page 39 of 55
Q12. What is the satisfaction level of after sales services of
Creta?

Sl. Opinio No. of %.of Respondents

n
No respondents
1 Very 24 38%
High
2 High 27 43%
3 Mediu 4 6%
m
4 Low 8 13%
5 Very 0 0%
Low
Total 63 100%

30

25

20
27
15

10
24
5
8
4
0 0
Very High High Medium Low Very Low

INTERPRETATION:
From above chart, we can understand that out or 63 samples, about half (38%) of
them have very high opinion about the quality of car. 43% showed high where only
6% indicated as medium and 13% as low. There was no opinion as very low.

Page 40 of 55
Q13. Are you satisfied with the looks & shape of Hyundai
Creta over its competeter?

Sl. No Opinion No. of respondents %.of Respondents

1 Excellent 19 30%
2 Good 29 46%
3 Average 10 16%
4 Poor 4 6%
5 Terrible 1 2%
Total 63 100%

35

30

25

20

15 29

10
19
5
10
4
1
0
Excellent Good Average Poor Terrible

INTERPRETATION:
This chart concludes that, out of 63 samples, 30% are with opinion that the car’s
design is excellent, 46% viewed as good, 16% as average. 6% opinioned as poor and
only 1% has the view of terrible.

Page 41 of 55
Q14. Do you ever contacted by the dealer regarding
feedbacks, schemes, offers, exchange and other festive
offers?

Sl. No Opinion No. of respondents %.of Respondents

1 Strongly agree 35 56%
2 Agree 24 38%
3 Can’t say 0 0%
4 Somewhat disagree 4 6%
5 Strongly Disagree 0 0%
Total 63 100%

60%

50%

40%

30%

20% 56% 38%

10% 6%
0% 0
0%
Strongly agree Agree Can’t say Somewhat Strongly
disagree Disagree

INTERPRETATION:
From above chart, we can understand that 56% of the samples have strongly agreed
for this question.38% only agreed and only 6% has the some what disagree. No one
opinioned as can’t say and strongly disagree

Page 42 of 55
Q15. Do you ever recommend Hyundai Creta to your friends
and relatives?

Sl. No Opinion No. of respondents %.of Respondents

1 Definitely 40 64%
2 Probably 18 28%
3 Maybe 1 2%
4 Probably not 4 6%
5 Definitely not 0 0%
Total 63 100%

70%
64%
60%

50%

40%

30%
28%

20%

10%
6%
2%
0%
0%
Definitely Probably Maybe Probably not Definitely not

INTERPRETATION:
The chart tells that, when the samples were asked whether they recommend the
product or not, 64% answered that definitely do, 28% answered probably and 6%
replied probably not.2% has no assurance and no one found as definitely not.

Page 43 of 55
Q16. Please rate the Service of Hyundai Franchise ?

Sl. No Opinion No. of respondents %.of Respondents

1 Excellent 33 53%
2 Good 26 41%
3 Average 4 6%
4 Poor 0 0%
5 Terrible 0 0%
Total 63 100%

60%

50%

40%
53%
30%
41%
20%

10%
6%
0% 0% 0%
Excellent Good Average Poor Terrible

INTERPRETATION:
This chart shows that, out of 63 samples, 53% of them replied as excellent about the
service of the company. 41% indicated as good and 6% as average. There couldn’t
fine any one who has the opinion of poor and terrible

Page 44 of 55
 FINDINGS
 Buying behaviour is dependent of brand awareness.

 Variables like price, mileage, style, design has great influenced in

customer’s purchase

 The brand has great position in the minds of customers which had reflected in

their consumption

 Customers got awareness about the brand via friends, media and etc.

 Majority of the customers are highly satisfied with the brand offered by Hyundai

 Out of 63 samples, 53% are of the opinion that, service offered by the company

is excellent and 41% viewed as good

 The most one who purchased this car was business men (57%)

 40% of the samples have high satisfaction in the style of particular

brand(Hyundai Creta),

 66% of the samples are highly satisfied with the current locality of Hyundai

Franchise,

 About the price of car, 49% has the opinion that it’s medium. Only 18% noted

as very high,

 18% viewed that mileage of car is excellent, 35% as good and 33% as average,

 About the maintenance cost, 29% has strong opinion as it is low, where 33%

have a medium,

 Majority (44%) are of the opinion that my car has very good publicity,

 27% of the respondents have strong opinion that they got more comfortable than

they expect, 37% of them are not away from their opinion,

Page 45 of 55
SUGGESTION

 Service quality can be increased

 Car’s publicity can be developed, which will add awareness

 Must focus on customer feedback, which results in customer satisfaction and

it lead to recommend product.

 Hyundai needs to work upon its design and styling.

 Company should increase the marketing / brand promotions through

Internet / cell advertisement etc.

 Some more schemes should be launched for sales promotion.

 As analyzed from the above study it has in found that 65% of respondents like

animation in advertisement so my suggestion is to increase animation in

advertisement and convert 35% of those real customers into customers

preferring animation in advertisement so to get more sales.

 They need time to come from home from far of places.

 Cutting of Salary even they are late for 5 minutes in 3 days is discriminated.

 Absence of separate room / canteen facility for staff members

 Lack of space in showroom premises if the customers are more during festive
season.

Page 46 of 55
 CONCLUSION

As customers, we buy a lot of things every day. We buy, not only after having any pre
assumption about the product but also having nothing. Needs must be fulfilled. People
go any where to get his dreams come true. In such a time, all business leaders are
striving hard to get more customers and spare no effort to get them satisfied.

The era is not like past. Customers are the leaders of the business, not the company.
The customer will decide to make a product success or not. They are the key players.
So that, every companies are running behind these customers offering them large
priorities and convincing them its peculiarities. Building brands, quality, image are
the short cut to it.

Today majority has a brand oriented life. If any one satisfied with a brand, he will be
continuing with the same. In such a time, every brand had to try best to put awareness
about it. Hyundai has great such effects on customers which had help to increase their
sales.

Hyundai Franchise is one of the finest dealers of Hyundai in India. They have a good
scale of sales every year and they provide a good piece of services to them. This study
has impartial results on its findings so that it can be conclude that brand awareness
has a great range of influence on buying behaviour.

The overall scope of the present study considers all the variables and factors that have
major impact over the customers in considering particular brands. This especially
included how a customer regally evaluate recognizes the brand and what position
particular brand occupies in the customer mind.

This includes how a customer gets attracted towards the brands and what makes a
brand highly significant over their competitive brand. The study includes how brand
awareness among potential customers can be maintained and improves.

Page 47 of 55
BIBLIOGRAPHY

1. Philip kotler, Marketing Management, 2003,Pearson Education Inc, New

Delhi
2. Kotler Philip and Amstrong Gary, Principles of Marketing, 2003 , Printice
Hall of India Private Ltd, New Delhi
3. Kothari C.R, Research Methodology, 1998, Wishwaprakashan, New Delhi
4. Kothari C.R, Quantitative Techniques, 1985,Vikas Publishing House Pvt
Ltd; 3rd edition, New Delhi
5. Arunkumar& N.Meenakshi, Marketing Management, 2007
Vikas Publishing House Pvt Ltd, New Delhi
6. Rajagopal, Marketing Management,2004,Vikas publishinf House Ltd, New
Delhi

WEBLIOGRAPHY

Websites : -http/ www.marutiudyog.com

http/ www.marutisuzukiHyundai
Creta.com http/www.google.com

Page 48 of 55
 ANNEXURE

Q1. Gender of the Respondents ?

Sl.No Gender No. of respondents %Of respondents

2 Male
3 Female
Total 63 100%

Q2. Age of the respondents ?

SL No. Category No. of respondents % of respondents

1 18-25
2 25-35
3 35-45
4 45& above
Total 63 100%

Q3. Profession of the Respondents ?

Sl. Occupation No. of respondents %. of respondents

No
1 Business
2 Professional
3 Student
4 Govt.
Employee
Total 63 100
Page 49 of 55
Q4. Are you satisfied the location of Hyundai Franchise ?

Sl. No Opinion No. of respondents %.of Respondents

1 Highly satisfied
2 Satisfied
3 Can’t say
4 Dissatisfied
5 Highly Dissatisfied
Total 63 100%

Q5. What the sources of information about Hyundai Franchise ?

Sl. No Source No. Respondents %. of Respondents

1 Self
2 Family
3 Advertisement
4 Friends
5 Others
Total 63 100%.

Q6. Are you satisfied with the style and comfort of Hyundai Creta ?

Sl. Opinion No. of respondents %.of Respondents

No
1 Highly satisfied
2 Satisfied
3 Can’t say
4 Dissatisfied
5 Highly Dissatisfied
Total 63 100%

Page 50 of 55
Q7.. Do you think that the Price of the Hyundai Creta is satisfactory?

Sl. No Opinion No. of respondents %.of

Respondents
1 Very High
2 High
3 Medium
4 Low
5 Very Low
Total 63 100%

Q8. Are you satisfied with the Mileage of Hyundai Creta ?

Sl. No Opinion No. of respondents %.of Respondents

1 Excellent
2 Good
3 Average
4 Poor
5 Terrible
Total 63 100%

Q9. Do you agree with with the Maintenance Cost of Creta?

Sl. No Opinion No. of respondents %.of Respondents

1 Strongly agree
2 Agree
3 Can’t say
4 Somewhat disagree
5 Strongly Disagree
Total 63 100%

Page 51 of 55
Q10. How did you find advertisment of Hyundai?

Sl. No Opinion No. of respondents %.of Respondents

1 Very good
2 Good
3 Neutral
4 Bad
5 Poor
Total 63 100%

Q11. Are you satisfied with the comfortness of Hyundai Creta ?

Sl. No Opinion No. of respondents %.of Respondents

1 Strongly agree
2 Agree
3 Can’t say
4 Somewhat disagree
5 Strongly Disagree
Total 63 100%

Q12. What is the satisfaction level of after sales services of Creta?

Sl. Opinio No. of %.of Respondents

n
No respondents
1 Very
High
2 High
3 Mediu
m
4 Low
5 Very
Low
Total 63 100%

Page 52 of 55
Q13. Are you satisfied with the looks & shape of Hyundai Creta over its
competeter?

Sl. No Opinion No. of respondents %.of Respondents

1 Excellent
2 Good
3 Average
4 Poor
5 Terrible
Total 63 100%

Q14. Do you ever contacted by the dealer regarding feedbacks, schemes,

offers, exchange and other festive offers?

Sl. No Opinion No. of respondents %.of Respondents

1 Strongly agree
2 Agree
3 Can’t say
4 Somewhat disagree
5 Strongly Disagree
Total 63 100%

Q15. Do you ever recommend Hyundai Creta to your friends and relatives?

Sl. No Opinion No. of respondents %.of Respondents

1 Definitely
2 Probably
3 Maybe
4 Probably not
5 Definitely not
Total 63 100%

Page 53 of 55
Q16. Please rate the Service of Hyundai Franchise ?

Sl. No Opinion No. of respondents %.of Respondents

1 Excellent
2 Good
3 Average
4 Poor
5 Terrible
Total 63 100%

Page 54 of 55
Page 55 of 55