CONTENTS

SR. PAGE NO.

NO.

1 ACKNOWLEDGEMENT 3
2 DECLARATION 4
3 INTRODUCTION 5-12

 EXECUTE SUMMARY 13-26

 Introduction to automobile industry
 Objective of the study
 Need of the study
 Limitations of the study
 Tools and techniques

4 MEANING OF TOPIC 21-27

5 COMPANY PROFILE 28-34
6 FACTORS AFFECTING CONSUMER 35-38
7 DATA ANALYSIS AND INTERPRETATION 39-55
8 FINDINGS AND SUGGESTIONS 56-58
9 ANNEXURES 59-61
10 BIBLIOGRAPHY 62-63
11 HYUNDAI CAR MODELS 64-67

1
 CHAPTER-1
INTRODUCTION

2
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 self-powered,
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.

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.

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.

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Those who are interested in gathering more information about the Automobile
Industry, may browse through the following links

 World Automobile Industry

 Automobile Industry Trends
 India Automobile Market
 India Automobile Industry

The World Automobile Industry is turned to the developing

markets.

With the developed markets almost saturated, the World Automobile Industry is
now focused on the developing markets of South America and Asia, and Eastern
Europe with special emphasis on BRIC (Brazil, Russia, India, and China).

As per the reports of the International Organization of Motor Vehicle

Manufacturers or OICA(the association of the companies involved in World
Automobile Industry), for the fiscal end in 2006, the automobile manufacturers in
the U.S. have been overtaken by those in Japan, in terms of the total volume of
automobile units manufactured worldwide.

However, the struggling General Motors of the U.S. still remain the worldwide
leaders of the World Automobile Industry, ahead of the rapidly growing Toyota
Motor Corporation of Japan, by a substantial margin.

4
Measures to be adopted by global leaders of the World Automobile
Industry.

Several significant economic measures are being considered by the major players
of the World Automobile Industry in order to make a smooth entry into the markets
of the developing countries, and to make a name for themselves. The effective
measures include :
 Reducing the selling prices of the automobiles manufactured in their
factories
 Improving the levels of after-sales services to keep customers satisfied
 Opening manufacturing factories in the developing nations, to reduce
effective costs of production as well as saving shipping charges, and
enhancing prompt delivery of automobile units.

India Automobile Industry

Following India's growing openness, the arrival of new and existing models, easy
availability of finance at relatively low rate of interest and price discounts offered
by the dealers and manufacturers all have stirred the demand for vehicles and a
strong growth of the Indian automobile industry.

The data obtained from ministry of commerce and industry, shows high growth
obtained since 2001- 02 in automobile production continuing in the first three

5
quarters of the 2004-05. Annual growth was 16.0 per cent in April-December,
2004; the growth rate in 2003-04 was 15.1 per cent The automobile industry grew
at a compound annual growth rate (CAGR) of 22 per cent between 1992 and 1997.

With investment exceeding Rs. 50,000 crore, the turnover of the automobile
industry exceeded Rs. 59,518 crore in 2002-03. Including turnover of the auto-
component sector, the automotive industry's turnover, which was above Rs. 84,000
crore in 2002-03, is estimated to have exceeded Rs.1,00,000 crore ( USD 22. 74
billion) in 2003-04.

Automobile Dealers Network in India

In terms of Car dealer networks and authorized service stations, Maruti leads the
pack with Dealer networks and workshops across the country. The other leading
automobile manufactures are also trying to cope up and are opening their service
stations and dealer workshops in all the metros and major cities of the country.
Dealers offer varying kind of discount of finances who in tern pass it on to the
customers in the form of reduced interest rates.

Major Manufacturers in Automobile Industry

 Maruti Udyog Ltd.
 General Motors India
 Ford India Ltd.
 Eicher Motors
 Bajaj Auto
 Daewoo Motors India
 Hero Motors
 Hindustan Motors
 Hyundai Motor India Ltd.
 Royal Enfield Motors

6
  Telco
 TVS Motors
 DC Designs
 Swaraj Mazda Ltd

Government has liberalized the norms for foreign investment and import of
technology and that appears to have benefited the automobile sector. It is likely
that the production of such vehicles will exceed 10 million in the next couple of
years.

Automobile Export Numbers

Category 2011-12 2011-12 (Apr-Mar)

Passenger Car 25468 121478
Multi Utility Vehicles 2654 3892
Commercial Vehicles 10108 19931
Two Wheelers 100002 256765
Three Wheelers 21138 51535
Percentage Growth -16.6 32.8

THE KEY FACTORS BEHIND THIS UPSWING

Sales incentives, introduction of new models as well as variants coupled with easy

7
availability of low cost finance with comfortable repayment options continued to
drive demand and sales of automobiles during the first two quarters of the current
year. The risk of an increase in the interest rates, the impact of delayed monsoons
on rural demand, and increase in the costs of inputs such as steel are the key
concerns for the players in the industry.

As the players continue to introduce new models and variants, the competition may
intensify further. The ability of the players to contain costs and focus on exports
will be critical for the performance of their respective companies.

EXECUTIVE SUMMARY

Goyal Hyundai is into automobile business since last 11 years. It has a total
turnover of Rs. 55 Crores with total strength of around 225 personnel employed in
various capacities.

Customer satisfaction is a concept that more and more companies are putting at the
heart of their strategy, but for this to be successful, they’re needs to be clarity about
what customer satisfaction means and what needs to happen to drive improvement.

8
 NEED FOR STUDY

Increasing competition, ever growing market, easy availability of the finances and
increasing population of young executives, with huge disposable incomes, over the
past few years has substantially increased the sales in the automobile
industry. Also, the competition among the dealers of the products has increased
with each trying to maximize their customer base. This makes it imperative for the
dealers to provide the best of the services and exceed the customer expectations to
achieve customer delight and loyalty.

The study tries to understand the key service parameters and reflect upon the
dysfunctional areas, thus providing the dealer with an insight into the level of
customer satisfaction and changing trends of the customer expectations.

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 OBJECTIVE OF THE STUDY

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

Hyundai 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.

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SCOPE OF THE PROJECT

 The research measures the experiences of customers.

 Defines and analyses the experiences based on key deliverables.

 Gains insights into Customer expectations.

Limitations:

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

 Due to constraint of time only city of Hyderabad is selected and so it cannot

claim to be a comprehensive study of the population.
 The sample size is restricted to 100 respondents.

RESEARCH METHODOLOGY

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Preliminary stage of study- a pilot survey, personal interview of sales consultants,
potential customers and existing customer numbering 20 was conducted to arrive at
key deliverables which would ensure customer satisfaction. The research tool
(questionnaire) was designed by inducing the various queries, based on the key
deliverables, which would reflect the customer satisfaction.

The research was based on a study of a sample, sized 100, using simple random
sample selected from the existing database of Goyal Hyundai. The research
included collection of data from the primary sources using the research tool
(questionnaire). Final stage was to analyze, interpret and draw conclusions from
the data collected

Date Sources:

Primary Data:

The data is collected directly from each and every customer . It may be
qualitative or quantitative in nature .

Interview:

Interview is a verbal conversation between two peoples with the objective

of collecting research relevant information Interview can be classified into various
types personal interview, telephone interview, focus group interview depth
interview and projective techniques. Interview refers to oral or verbal questioning.

Types of interview:

1 .Personal Interview:

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A personal interview is a face to face two way communication between the
interviewer and the respondent. Generally the personal interview is carried out in a
planned manner and is referred to as structured interview .

Method of conducting an interview :

[Link] building:

The first reaction of a respondent on being asked to give interview is to say no. in
this stage ,The interviewer should increase the receptiveness of the respondent by
making believe that his opinions are very useful to the research.

[Link]:An introduction involves the interviewer identifying himself by

giving him his name purpose etc

3. Probing: It is the techniques of encouraging the respondent to answers

completely freely and relevant.

[Link] :The last stage in an interview of responses. The interviewer can write
the response at the time of interview or after the interview .Normally ‘the
recording should take place side by side .

5 .Closing :After the interview is over, the interviewer should thanks the
respondent and once again assure him about the worth of his answers.

2 .TELEPHONE INTERVIEW:

Collecting information from the respondent by asking him the questions on the
phones is called telephone interview.

3. FOCUS GROUP INTERVIEW :

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Focus group interview is an unstructured interview which involves a moderator
leading a discussion between a small group of respondent on a specified topic.

 SPEED
 STRUCTURE

 SPECIALIZATION

 SNOWBALLING

 SECURITY

 STIMULATION

[Link] INTERVIEW: Depth interview is a non directive in nature where the

respondent is a freedom to answers which the boundaries of topic of [Link]
interviewer asks initials questions and thereafter it is a response of the respondents
from which further questions may be generated.

5 .PROJECTIVE TECHNIQUES;

Its involves the presentation of an ambiguous, unstructured object activity or

person that a respondent is asked to interpret and explain.

CONSTRUCTION TECHNIQUES

1 .Thematic apperception

2. Item substitution test

ASSOCITION TECHNIQUES

1. Rorschach Test

2. Cloud Test

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3. Word Association Test

COMPLETION TEST:

1. Sentence Completion Test

2. Story Completion Test

Survey/Questionnaire :

Questionnaire is a form containing a set of questions , which filled by the

respondent ..

QUESTIONNAIRE DESIGN:

FIRST STAGE:

1. DEVELOPIND DESIGN STRATEGY

A) Specify the information sought : The researcher should be able to

specify the list of information needs.

B)Determine the communication approach : It refers to the decision on

the method used to conduct the survey personal interview, depth interview ,
telephone ,mail computer etc .It influenced by factors like the location of
respondent, the time and funds available , nature of study etc.

C) Select the type of questionnaire :

1) Structured Questionnaire

2) Unstructured Questionnaire

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SECOND STAGE:

Constructing Phase

A) Determine Question content

B) Determine the Response Strategy

C) Determine The Working Each question

THIRD STAGE ;

DRAFTING AND REFINING

A) Decide on the Question Sequence

B) Characteristics of Questionnaire

C) Pretesting The Questionnaire

OBSERVATION :

It refers to the monitoring and recording of behavioural and non behavioural

activities and conditions in a systematic manner to obtain information about
the phenomena of interest .

TYPE OF OBSERVATION ;

1) Structured vs unstructured Observation

2) Disguised vs undisguised Observation

3) Participant vs Non-Participant Observation

4) Natural vs Contrived Observation

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 MODEL OF ADMINISTRATION

1) Personal Observation

2) Mechanical Observation

3) Audit.

CHAPTER-2

CUSTOMER SATISFACTION

Concept Identification-

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Consumer is a central point of marketing activities . The success of modern
marketing concept depends upon the study of consumer satisfaction level . The
marketing executives always try to solve the major difficulties of consumer in the
area of consumption . This study to enable them to take sound decision in
marketing mix. As organizations become increasingly customer focused and
driven by demand, the need to gain customer loyalty and retain their loyalty is
critical. Customer satisfaction is the most effective way to achieve customer
loyalty. Customer satisfaction and customer loyalty share many similar
traits. Customer value is the customer’s perception of the ratio of benefits to what
he or she gives to obtain those benefits. The customer Value Triad is a framework
used to understand what it is that customers want. The framework consists of three
parts: (1) perceived product quality, (2) value-based pricing, and (3) perceived
service quality.

Customers are satisfied, when value meets or exceeds expectations. If their

expectations of value are not met, there is no chance of satisfying them. Figuring
out what the customers want, however, is a difficult and complex process. To be
able to create and deliver customer value is important to understand its
components. On the most basic level, value from a customer’s perspective is the
ratio of benefits to the risks being taken while buying the product.

CUSTOMER SATISFACTION

AN INSIGHT

According to Harold E Edmondson “ Customer Satisfaction” seems to appear in

print more frequently than any other catch phrase used to describe a new found
magic for industrial success. Before we proceed in to the study of the dynamics of
Customer Satisfaction it is important to know about, who a customer is and what
satisfaction really means.

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Who really is a Customer

The question of defining who your customers are seems fairly easy particularly if
you have segmented your market properly and understand who you are trying to
satisfy. However subtlety that frequently goes undetected by many firms is that is
that customer set can be divided into two parts, the apparent customer and the
user. The apparent customer is the person or group of people who decide what
product to buy and basically have control over the purse strings. The user is a
person or group who physically uses the product or is the direct recipient of a
service.

What does satisfaction really mean?

As in defining customer above, defining satisfaction also appears simple. However

as with customer there is a subtlety that needs addressing. Satisfaction by most
definitions simply means meeting the customer’s requirement . It is a study of
operation getting and utilizing the products and services.

Customer satisfaction is a concept that more and more companies are putting at the
heart of their strategy, but for this to be successful they’re needs to be clarity about,
what customer satisfaction means and what needs to happen to drive improvement.
Without this, there is a risk that customer satisfaction becomes little more than a
good intention, with confused objectives failing to address the real issues for
customers, one helpful way to look at the problem is to rephrase the objectives: set
the sights on helping the customers meet their goals.

For example, a focus on customer satisfaction can work alongside existing

segmentations to support revenue generation from high value customers or it can
be a company-wide objective rooted in the brand values. For the former, it may be

19
sufficient to focus on improving customer service, but for the latter a broader
definition of customer satisfaction is necessary, closer akin to corporate reputation.

Building a company around Customer Satisfaction -

With the increase in customer’s demands and competition it has become a lot more
important to base the entire company on customer service. When doing this one
must first realize that every member of an organization plays an active role in
customer service. This includes both external customers and internal customers
within a company.

Customer focused organizations focus both on customer satisfaction and

profit. Achieving customer satisfaction generates the profit. In these organizations
top management has frequent contacts with external customers. The top
management uses consultative, participative, and supportive management styles to
get through to the customer. The staff focuses all of its attention on satisfying the
customer’s needs. However, the management’s job is to provide the staff with
support necessary to achieve these goals. The other department and staff in the
organization that do not have direct contact with the external customers deal
exclusively with internal customer satisfaction.

The Influence of the salesperson in Customer Satisfaction-

In an article titled, “The influence of salesperson selling behavior on customer

satisfaction with products,” Brent [Link] and James S. Boles examine the effects
of non-product related construct on customer satisfaction with major retail
purchases such as automobiles. The article states that salesperson’s selling
orientation- customer orientation (SOCO) will affect not only consumer
satisfaction with the salesperson and dealer, but also indirectly, satisfaction with
the product or manufacturer.

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In the perspectives of both the retailer and the manufacturer, customer satisfaction
represents an important issue because it relates to several desirable
outcomes. Customer satisfaction leads to future purchases, and repeated purchases
of the same product from the same source. In other words, it helps a firm retain its
present customers and build loyalty. By helping a buyer obtain product information
and providing guidelines about what should be expected during the buying process
and use of a product, a salesperson may influence customer expectations
concerning the product. Thereby this may reduce the likelihood of dissatisfaction
(Grewal and Sharma, 1991). A successful salesperson tailors to the needs of each
individual customer. By being customer-oriented, a salesperson is likely to identify
with needs of the customer, enabling the salesperson to match his or her
presentation to those requirements of the customer.

Internal Marketing – how it affects Customer Satisfaction –

Successful companies make every effort to ensure satisfaction to their customer by

focusing all organizational efforts of the company on providing superior customer
service. By doing this these companies hope to retain their existing customers and
attract new ones. Only angle of customer satisfaction commonly overlooked is the
internal aspect.

The internal customer or employee plays a vital role in achieving customer

satisfaction and loyalty. Some firm’s do not understand that the treatment of
internal customers becomes the external customers’ perception of the company. A
firm’s employees or other departments within the organization make up its internal
customers. Their job performance affects the firm’s ability to deliver superior
product and customer service (Boone and Kurtz, 1999). When a firm’s employees
are happy at work, their overall attitude and performance towards the customer
enhances tremendously. Internal marketing helps members or employees of an
organization understand and fulfill their roles in implementing its marketing

21
strategy. Internal marketing not only keeps employees happy, it also shows them
how their actions affect the firm’s ability to achieve customer satisfaction.

Customer Satisfaction as part of Service Profit Chain:

A Harvard Business Review article outlines the internal process required to drive
growth and increase profitability. The article describes the ways in which service
quality contributes to success, outlining the steps in the “Service-profit chain”:

Profitability / Growth
Customer Loyalty

Customer Satisfaction
Value
Employee Productivity
Employee Loyalty
Internal Quality

Leadership

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 CHAPTER-3
COMPANY PROFILE

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

23
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 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.

Products rolling out of Hyundai Motor India Ltd.

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The products that come out of the Hyundai Motor’s desk are

1. Santro Zing
2. Accent
3. i20
4. Sonata
5. i10 (kappa 1.2)
6. Getz

Santro Zing is a small segment car, with four different versions, and is priced
between 3.38 Lakhs to 4.32 Lakhs. The four versions are named.

1. Santro Zing XE
2. Santro Zing XT
3. Santro Zing XG
4. Santro Zing.

I20 is medium size car coming in three different versions, and is priced between
4.79Lakhs to 5.81Lakhs. The Three versions named

1. Magna
2. Asta
3. Asta(O)

Sonata is a luxury car priced between 14Lakhs to 18Lakhs.

I10 is a small car coming in the nine different versions, and is priced between
3.29Lakhs to 5.36Lakhs. The nine versions named

1. D-Lite (1.1)
2. Era (1.1)

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 3. Magna

4. Magna AT

5. Sportz

6. Sportz (AT)

7. Asta

8. Asta SR

9. Asta SR (AT)

Ideology and Environment at Hyundai:

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

26
result, Hyundai motor company is committed to its social responsibilities as it
fulfills its mission with dedication and strength of purpose.

Goal of Hyundai – “To build the world’s best quality cars”

Hyundai Motor Company

Type Public

Industry Automobile manufacturer

Founded 1967

Founder(s) Chung Ju-yung

Headquarters Seoul, South Korea

Area served Worldwide

Key people Chung Mong-koo, Chairman and CEO

Products Automobiles and commercial vehicles

Revenue ₩31.86 trillion (2009)

Net income ₩2.96 trillion (2009)

Employees 75,000 (as of March 31, 2009)

Parent Hyundai Automoblie Group

27
 PROFILE OF GOYAL HYUNDAI

The success story is scripted through hard work, determination and unitiring efforts
of the Chairman [Link] Mohana Rao. Being an engineer who was savvy of
automobiles, he started his career with A.P. Scooters dealership and because of
the dedicated performance was allotted with Hero Honda dealership in 1987. The
success of these dealerships led to the entry into the four wheeler segment. In the
year 1998. We were appointed as the first dealer of Hyundai Motors

TheGoyal Hyundai showroom was inaugurated by the dynamic Sri.

NaraChandrababu Naidu.
The show rooms are situated in prime locations and are one of a kind. The strength
of Hyundai and Honda technology and the dynamism of [Link] Mohana Rao
have helped the Goyal Group scale new frontiers and exceed limits.

The flagship of Lakshmi Group

 Goyal Motors inaugurated in 1989 in an area of 12000 sft.
 Sri Goyal Motors inaugurated in 1996 in an area of 15000 sft and an
extension of the same at Vanasthalipuram in an area of 6000 sft.
 Goyal Hyundai inaugurated in 1998 with technologically advanced service
centers at Banjara Hills, Kukatpally and [Link].

Mission
We at Goyal are continuously striving to be in tune with technology, provide
products and services of the highest quality, meet the performance and price
aspirations of our customers and while doing so, maintain the highest standard of
ethics and social responsibilities.

Constantly look to improve the quality of our services and process and look for
constant development with a focus towards customer delight. To always fulfill the
commitment to the people dealing with us with a fair mind and conscience.

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Chairman
Hard work heralds success, this is true in every walk of life. The success story of
the Goyal Group is also scripted through hard work , determination and untiring
efforts of Our Chairman Sri K. Rama Mohana Rao , a qualified Engineer ,
Member of Parliament , a successful entrepreneur and above all a man with a
heart.

Inspire of his busy schedule in the service of his country , he personally oversees
the interests of his customers. Customers relationship is the mantra he believes and
does not compromise on any issue with regard to customer service. Mr. Rama
Mohana Rao very modestly accords a great deal of credit for his success to his
team.

Mr. Rama Mohana Rao works on some simple but effective principles:
 A humane approach to business.
 A practical approach of problem solving.
 Concern towards other's problems.

He has inculcated discipline, service orientation, and above all importance to

customer satisfaction to his entire staff and with this encouragement and support
the staff has been performing out of their skin to see Goyal Hyundai Group where
it should be. At the top.
Above all, his leadership has earned him great respect and he has been personally
responsible for the success story.

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 CHAPTER-4

FACTORS INFLUENCING
CONSUMER SATISFACTION

30
 The main determination of consumer satisfaction

(A)ECONOMICS FACTORS :

1. Product Quality: A fundamental step in manufacturing of product is

setting and control of quality of standard Manufactures have to decide
specific standards of quality for the product to deliver expected value to
consumers . The physical features for the product such as colours ,
shape ,size , flavour etc .

2. After Sale service : There is necessity of after –sale service such as

installation , guarantees and warrantees against defects , servicing repairs
maintenance use of automation machinery equipments. Its explains the
accountability of manufacturer to words the defects in equipment over a
certain period.

3 . Terms of credit : Credit is a heart of modern marketing activities .

The growth and expansion of modern business is based on the credit .
Product are sold on hire purchase and installment basis by the

31
 manufacture to get product economics of scale. The credit sale share
range between 60-90percent of total share of the business organization.

4. Internal condition : Internal condition include all policies and

programmes affect adopted by the business to protect its interest . Different
internal conditions sale forecast are production and distribution policies ,
financial policy , promotion policy quality control etc.

5 . Consumer Income Expectation :the consumer satisfaction is also

influenced by the future income and expectations of consumer .The expected
future income also determine The level of current spending.

6 . Level Of Standard of living : The consumer satisfaction also has the

impact of established standard of living . The spending of consumer will not
come down proportionately even if his income of buyer will not down
because of established standard of living .

(B) PSYCHOLOGICAL FACTORS :

[Link] : Motivation is a driving force in the flow of purchase

action . Motivation is influenced by various variables like perceptions,
attitudes other outside culture and market activities.

[Link] : Perception is a another very important psychological

determinat which influence the consumer . perception is a process whereby
stimuli are received and interpreted by the human being and translated into
response.

3 . Learning : It refers to any change in the consumer which comes about

as a result of experience . learning is process of getting knowledge .It is
modified according to the past experience .

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[Link] : It is a one of the significant psychological factors affecting
consumer satisfaction . It is a state of mind or feeling . It is a center point in
the consumer satisfaction . The measurement of attitude assists in
understanding and predicting the consumer behaviour.

4. Personality : It is a complex psychological determinant. The basic

characteristics are self concept , roles, manners habits , actions that make
persons

(C) SOCIOLOGICAL FACTORS:

[Link] and Social factors : Social and Cultural values and values
System are constantly changing affecting the consumer satisfaction . This
component is made up of social and cultural force .It is a study of social
practices , beliefs , traditions ,values and customs with in a specific society
of country .

2. Political And Legal Environment :Its involves different rules

regulations government agencies, political policies . It provides framework
within which the firm performs its function .

(a)Monetary and Fiscal Policies

(b) Social Legislation and Regulations

(c) Source of information And customer of The Product

(3)Demographics Enviroments: It deals with study of human

population and its distribution . It is a study of consumer . Consumer
constitute market for a product and service to a firm.

33
34
CHAPTER-5

DATA ANALYSIS

35
 1. Age Group

[Link] Age Group No of people

A 20 to 30 9
B 30 to 40 25
C 40 to 50 25
D Above 50 22

INTERPRETAION:

From the above table shows that the respondents of the age group of years above 50 i.e.
22, the next group is 40-50 years i.e.25, the remaining age groups are 30-40 and 20-30
years having 25 and 9 respectively.

36
2) Occupation

[Link] occupation No of people

A Pvt Employee 35
B Business 20
C Govt employee 15
D Others 30

INTERPRETAION:

From the above table shows that the respondents of the occupation are mostly private
employees numbered 35, business people numbering 20 , Government employees 15 and
others 30 people.

37
3) Which model of hyundai car do you own?

[Link] Brand No of people

A I10 35
B I20 18
C Santro 27
D Others 20

Others
D, 20

Santro I10
C, 27 A, 35

I20
B, 18

Interpretation :-

The following graph shows the number of cars in the total of 100 persons
i10 is owned by 35 people, and I20 owned by 18 and Santro owned by 27
people and others by 27 people.

38
4) Which feature is the best one in Hyundai car ?

A Mileage 20
B Price and style 28
C Quality 40
D All 12

Interpretation:-

The following graph shows the number of what features you consider while
you purchase in the total persons Mileage by 20, and Price And style by 28
and by quality 40,and all by 12.

39
5) how do you feel when you drive Hyundai car?

[Link] RANK No of people

A Good 35
B Better 20
C Best 35
D Poor 10

INTERPRETAION:

From the above table shows that the respondents of the experience of people while
driving Hyundai cars is good i.e. 25, the next group is better i.e.20, the remaining people
who feel best is 40 and others who feel poor experience are 5 respectively.

40
6) Are you satisfied with your vehicle’s mileage?

[Link] Vehicle’s mileage No of percentage

A Good 60
B Better 20
C Best 13
D Poor 7

Interpretation :-

The following graph shows the number of people who satisfied with mileage
of the vehicle in the total respondents response given by persons Yes by 61
and No by 14.

41
7) Will you recommend Hyundai product to anybody?

[Link] Recommendation No of percentage

A Yes 70
B No 30

No
B, 30

Yes
A, 70

Interpretation :-

The following graph shows the number of people who recommend Hyundai
cars in the total persons yes by 45 and No by 30.

42
8) What do you think about hyundai’s customer service?

[Link] RANK No of people

A Excellent 40
B Good 20
C Better 30
D Poor 10

INTERPRETAION:

From the above table shows that the respondents of the people about Hyundai’s customer
service is excellent i.e. 40, the next group is good i.e.20, the remaining people who feel
better is 30 and others who feel poor experience are 5 respectively.

43
9) How do you feel about company’s response towards customers?

[Link] Source No of percentage

A Excellent 25
B Good 45
C Better 20
D Poor 10

Interpretation :-

The following graph shows the number of response of customers towards

the products from the total number of 100 people good are good 17,
Excellent 38, better 10 and poor are 7.

44
 [Link] you receive the product on delivery time?

[Link] Delivery time No of

percentage
A Yes 75
B No 25

No
B, 25

A Yes
B No

Yes
A,75

Interpretation :-

the following graph shows the number of customers who receive the product on
delivery time is yes by 55 customers and no by 20 customers.

45
 11) Are you satisfied with company’s after sales service ?

[Link] After sales service No of

percentage
A Satisfied 90
B Not satisfied 10

Interpretation:
The number of customers who satisfy/not satisfied with the after sales
service of the company from a number of 100 customers are satisfied 75 and
not satisfied 5.

46
12. how do you feel the experience at show room?

[Link] Best Brand No of percentage

Ambassadors
A Satisfied 80
B Not satisfied 20

Satisfied
A

Series1
Not satisfied
B

47
Interpretation :-

The following graph shows the consumer’s experience at show room the number
of customers who satisfy is 55 and who does not satisfy is 29

12) Were you offered test drive?

[Link] Test drive No of people

A Yes 70
B No 12
C Not remember 18

48
Interpretation :-

The following graph shows the number of customers who were offered test drive
for the product is yes by 80 customers and no by 7 customers.

14) Are you satisfied with the Performance of Hyundai cars?

[Link] Customer responsepercentage

A Satisfied 74
B Not satisfied 26

INTERPRETAION:

The following table shows that the respondents who satisfied with dealer’s
performance is better71,good 15 and Poor is 4.

49
 CHAPTER-6
FINDINGS & SUGGESTIONS

50
 CONCLUSIONS AND FINDINGS
Goyal Hyundai enjoys a high patronage from its customers.

 Most of the customers had a good experience of shopping at goyal Hyundai.

 The satisfaction levels can also measured with the level of recommendations
to friends and associates; It is evident that more than 80% customers are
satisfied with the service offered at goyal Hyundai.

 The probability that the customers would repeat that purchase at the same
showroom is high, which is a good sign.

 The sale satisfaction index of goyal Hyundai showroom is 8.4 on scale of

ten (refer page 32), which is exceptionally good, the showroom should
persist on high levels of commitment to maintain the good image it has
created. The industry SSI (2003) is 104 out of 126 according to J D Power
Asia pacific. And Hyundai scores 105 out of 125.

 In the interview it was found that the customers are happy about the training
programs under taken by the showroom, which train the customers to
negotiate minor breakdowns comfortably.

51
  It has been observed that 25% of customers have reported a slack in the
delivery
process.

This is the only area of concern that has emerged form the city.

SUGGESTIONS

The overall sales satisfaction index from the study reveals that the company
is performing very well and customers buying are much satisfied with the
service given to them.

The only couple problem noticed are

1 . 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.

2 .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.

52
ANNEXURE

53
 CUSTOMER SATISFACTION INDEX
Details:
Vehicle No:
_______________________________________________________
Model:
___________________________________________________________
Customer Name:
__________________________________________________
Telephone No:
______________________Mobile:________________________
Date: __________________Customer signature:
________________________

1. Age group
a) 20-30 b) 30-40 c) 40-50 d) Above 50

2. Occupation?
a) Employee b) business c) NRI d) others

3. Which model of hyundai car do you own?

a) Santro b) Verna c) Accent d) i10 e) i20

[Link] feature is the best one in Hyundai car?

a) price b) style c) mileage d) quality e) mileage&quality

54
 e) mileage & style

1. How do you feel when you drive hyundai car?

a) Good B) better c) best d) Poor
6. Are you satisfied with your vehicle mileage?
a) Yes b) No

7. will you recommend hyundai product to anybody?

a) Yes b) No

1. what do you think about hyundai’s customer service?

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

9. How do you feel about company’s response towards customers?

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

10. did you receive the product on delivery time?

a) Yes b) No

11. are you satisfied company’s after sales service?

a) Satisfied b) not satisfied

12. How do you feel the experience at the showroom?

a) Satisfied b) not satisfied

13. were you offered test drive?

a) Yes b) No

14. Are you satisfy with their usage of the car?

a) fully satisfied b) just satisfied c) not satisfied

55
15. Please give your comments/suggestions to enable us to improve satisfaction
of customers at this Hyundai authorized showroom.

_____________________________________________________________
_____

_____________________________________________________________
_____

Attachment - 4

56
 BIBLIOGRAPHY

BIBLIOGRAPHY

Books:
Principles of marketing: KOTLER ARMSTRONG.
Marketing Management: PHILIP KOTLER.

57
(Analysis, Planning Implementation and Control)
Services Marketing : TATA Mc GRAW HILL.
Marketing Research : [Link].
Research Methodology: KOTHARI. C.R.

Websites:
[Link]
[Link]
[Link]

Hyundai Car models

58
 Santro

Accent

I10

59
 GETZ

VERNA

SONATA

TUCSON

60
 i20

ELANTRA

61
62