38736004 Project Report on Hyundai Santro for Marketing

Indian institute of planning &management

Lucknow

Summer training Project report

On

Hyundai motors

1

INTRODUCTION

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 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 denitrifies 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

better positioned by a 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 occur when customers experience the company as

delivering on its benefit promise. The fact is that brands are not built by

advertising but by the brand experience. Brands vary in the amount of

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power and value they have in the marketplace. At one extreme are

brands that are not known buy must buyers then there are brands for

which buyers have a fairly high degree of brand awareness. Beyond this

are brands with a high degree of brand acceptability.

We define brand equity as the positive differential effect that knowing

the brand name has on customer response to the product or service.

Brand equity results in customers showing a preference for one product

over another when they are basically identical. The extent to which

customers are willing to pay more for the particular brand is measure of

brand equity.

A brand needs to be carefully managed a so that its equity does not

depreciate. This requires maintaining or improving brand awareness,

perceived quality and functionality, and positive associations. These

tasks require continuous R and D investment, skillful advertising, and

excellent trade and consumer service.

History of Passenger cars in India:

The passenger car in India has been considered as luxury item. Only a

rich and the super rich could afford a car. In the 50’s and 60’s owning a

car was the ultimate statement of having made it in life. There were just

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3 major players namely Hindustan motors, Premier Automobiles and

Standard Motors.

The models they offered were the Baby Hindustan, its later version

called the Ambassador, the Fiat 1100 and the Standard Herald, which

fought for market share in a fairly stagnant market. The Ambassador and

the Fiat were the front-runners with the coming of the third.

There were other players in other segments like the Wily Jeep and

Mahindra & Mahindra offerings. The late 70’s saw a movement to

produce a people car an attempt to bring the less rich into the fold of the

more fortunate ones. And so a seed was sown called the Maruti 800.

About the Company

HYUNDAI MOTOR COMPANY

A number of players have come in the car industry in few years, many new

models, new services and benefits according to the customer taste and preference.

A new category continuous to be dominated by the leader like Maruti Udyog,

Hyundai, Daewoo, Fiat, Suzuki, Tata etc., but the consumers may soon be able to

pick up the models of different companies.

In recent years passenger’s car chassis construction has been forced to shape itself

redesigned bodies. While in the field of truck design, body chassis problem now

get simultaneous consideration to a greater extent than ever before. Cars provided

the facility to the owners that are safe, easier to drive, more reliable and

comfortable.

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IMPORTENCE OF THE STUDY

The motive of the any company is to generally acquire larger market share high %

of sales the Industry, This could be only achieved by building a higher % of brand

loyal customers.

Any company can survive through there is a stiff computational the market if its

has brand loyal customer. Today many major companies in the market if its has

brand loyal customers. To day many major companies in the market try to

maintain and improve there branded equity. With out creating a proper Brand

awareness they cannot build brand image.

Strong brands help build the corporate image and also by making it eager for the

companies launch new brands. Today brands are treated, as major enduring assets

of a company-more over brand equity are major contributor to customer equity.

This all can happen only there is proper brand awareness.

The light four wheeler industry has been expanding rapidly are gone the day when

possessing a small and mid-size cars was seen as a luxury. Now days it is viewed s

a mere necessity.

Scope of the Study

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.

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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

hand awareness among potential customers can be maintained and improves.

The project has been done in Pune city only. The survey was confined only to

Hyundai customers to presently posses only Santro. The survey was especially

focused on existing Santro owners for finding how they are influenced by the

brand and what made them aware of the brand. After the survey was done the

data was analyzed and also relevant suggesting were made in order to improve its

brand awareness towards Santro

COMPANY PROFILE

Hyundai Business Group is a South Korean company, which entered into business

activities way back in 1947 seeing the rapid industrialization and modernization-

taking place around the world. It brought an international recognition to its country

through its operations round the world and paved its way to modern economic

growth.

Hyundai group is composed of 50 subsidiaries like Ship Building, Engineering &

Construction, Heavy Industries, Machinery, Iron and Steel, Electronics, Aerospace,

Telecommunications, Information and Technology, as well as Financing

petrochemicals energy trade and service sectors.

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In 1960’s it involved in the construction industry. In 1970, it concentrated on

shipbuilding, automobile, steel and machine industries and laid a foundation for

Korean heavy industry. In 1980, it launched high tech industries such as

electronics robot petroleum, space and aircraft. In 1990, developed new

technologies reformed management and stressed training human resources, with

the aim to become the No.1 Corporation in the world.

AYS Automobiles Pvt, Ltd., started the dealership of Hyundai cars at

Rajahmundry for West Godavari Districts April, 1999. So far, AYS sold about 309

Santro’s and 100 Accents and 2 Sonato’s. The company’s turnover till date is

around 16 crores.

The company has earned an amount of Rs. 72 lakhs by way of dealer margins and

sale of spares & accessories; by earning profit in the first two years of operations.

The workshop is equipped with the latest technology equipments as per Hyundai

specifications and is contributing Rs. 25 lakhs of revenue to the company. The total

value of Machinery & Equipment is worth Rs. 25 lakhs. The workshop also has an

emergency road service to attend complaints 24 hours a day anywhere in the

territory. The show room is on the NH-5 and is designed as per the Hyundai Motor

India’s standard pattern and is well lit to display the cars.

HYUNDAI MOTOR INDIA LIMITED

Hyundai Motor India Limited (HMIL) is a wholly owned subsidiary of Hyundai

Motor Company, S. Korea and is the second largest and the fastest growing car

manufacturer in India. HMIL presently markets over 18 variants of passenger cars

across four models, the Santro in the B segment, the Accent in the C segment, the

Sonata in the E segment and the Terracan in the SUV segment. The company

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recorded combined sales of 150,741 units during calendar year 2003 with both

Accent & Santro emerging leaders in their respective segments.

HMIL’s fully integrated state-of-the-art manufacturing plant near Chennai boasts

some of the most advanced production, quality and testing capabilities in the

country. The company is investing an additional US$ 220 Mn to expand capacity

at this plant to 250,000 units a year in line with its recent designation as HMC’s

global export hub for small cars and to cater to its upcoming product launches

India.

HMIL has sold over 500,000 cars in a record time of just over 5 years since

commencement of commercial production in September 1998 and is all set to

emerge as one of largest exporters of passenger cars and components out of India.

HMIL was recently awarded the benchmark ISO 14001 certification for its

sustainable environment management practices.

Hyundai’s fully integrated manufacturing capabilities include:

The Press Shop

A computer controlled line that converts sheet metal to body panels of high

dimensional accuracy and consistency.

The Body Shop

A hi-tech line that builds full body shells from panels. Automated robotic arms are

used for intricate welding operations that ensure superior and consistent build

quality.

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The Paint Shop

This is one of the most modern paint shops in the country and uses the

environment friendly water based process for superior and lasting exterior. A

unique process management system followed here helps us deliver the most

extensive colour range, independent of minimum batch requirements, helping

customers get their preferred colour anytime.

The Aluminum Fondry

Forges the engine cylinder blocks for our cars to exacting design specifications.

The Engine and Transmission Shop

One of the biggest engine shops in the country, this unit is equipped with the most

modern tooling and testing facilities to make a wide range of engines in house.

The Plastic Extrusion Unit

Moulds the dashes, bumpers and other plastic components to perfect fit and finish.

The Plastic Paint Shop

One of the very few manufacturing units in India to have this facility in-house,

Hyundai’s plastic paint shop delivers a high grade finish on exterior plastic

components.

The Test Track

With comprehensive performance testing facilities like rattle testing and ABS

brake testing, this track is designed to meet pre-delivery (PDI) certification

standards to exacting Euro specifications.

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Brand-Strategy Decisions:

A company has five choices when it comes to brand strategy. There are line

extensions, brand extensions, multi-brands, new brands and co-brands.

1. Line Extension:

Line Extensions consist of introducing additional items in the same product

category under the same brand name, such as new flavors, forms, colors, added

ingredients and package sizes.

Brand Extensions:

A company may use its existing brand name to launch new products in other

categories.

1. Multi-Brands:

A Company will often introduce additional brands in the same product category.

Sometimes the company is trying to establish different features or appeal to

different buying motives.

2. New Brands:

When a Company launches products in a new category, it may find that none of its

current brand names are appropriate.

3. Co-Brands

Co-Brands are also called as dual branding, in which two or more well known

brands are combined in an offer. Co-branding takes a variety of forms. One is

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ingredient co-branding, Second one is same company co-branding, Third one is

joint venture co-branding. And finally there is multiple-sponsor co-branding.

Brand Repositioning:

However well a brand is currently positioned, the company may have to

reposition it later when facing new competitors or changing customer

preferences.

Brand Awareness: Nine Brand Strengtheners:

As Companies become more aware of the importance of brand power, they wonder

how they can strengthen their brands. Most managers think the answer lies in

increasing the advertising budget. But advertising is expensive and it is not always

effective. Advertising is only one of nine ways to build more brand awareness and

brand preference.

Develop creative advertising.

Sponsor well-regarded events.

Invite your customers to join a club .

Invite the public to visit your factory or office

Create your own retail units.

Provide well-appreciated public services.

Give visible support to some social causes.

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Be known as a value leader.

Develop a strong spokesperson or symbol to represent the Company.

Brand-Sponsor Decision:

A manufacturer has several options with respect to brand sponsorship. The

product may be launched as a manufacturer brand (sometimes called as National

Brand), a distributor brand (also called reseller, store, house or private brand), or a

licensed brand name. Another alternative is for the manufacturer to produce some

output under its own name and some under reseller labels. Manufacturers brands

dominate, large retailers and wholesalers have been developing their own brands

by contracting production from willing manufacturers.

The private brands offer two advantages. First, they are more profitable.

Intermediaries search for manufacturer with excess capacity who will produce the

private labels at a low cost. Other costs, such as research and development,

advertising, sales production and physical distribution are much lower. This means

that the private brands can charge a lower price and yet make a higher profit

margin. Second, retailers develop exclusive store brands to differentiate themselves

from competitors.

Brands vary in the amount of power and value they have in the market place. At

one extreme are brands that are not known by most buyers. Then there are brands

for which buyers have a fairly high degree of brand awareness. Beyond this are

brands with a high degree of brand acceptability. Then there are brand that enjoy a

high degree of brand preference. Finally there are brands that command an high

degree of brand loyalty.

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The following are the 5 levels of customer attitudes toward his/her brand

from lowest to highest:

Customer will change brands, especially for price reasons, not brand loyalty

Customer is satisfied. No reason to change the brand.

Customer is satisfied and would incur costs by changing brand.

Customer values the brand and sees it as a friend.

Customer is devoted to the brand.

Brand equity is related to how many customers are in classes 3,4 or5. It is also

related to the degree of brand-name recognition, perceived brand equity, strong

mental and emotional associations and other assets such as patents, trademarks

and channel relationships. Companies do not normally list brand equity on their

balance sheet because of the arbitrariness of the estimate. But clearly brand

equity relates to the premium the brand commands times the extra volume it

moves over an average brand.

The world’s 10 most valuable brands in 1997 in rank order were coca-cola,

Marlboro, IBM, McDonald’s, Disney, Sony, Kodak, Intel, Gillette and Budweiser.

High brand equity provides a number of competitive advantage:

The Company will enjoy reduced marketing costs because of consumer brand

awareness and loyalty.

The Company will have more trade leverage in bargaining with distributors and

retailers because customers expect them to carry the brand.

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The Company can charge a higher price than its competitors because the brand

has higher perceived quality.

The Company can more easily launch extensions because the brand name

carries high credibility.

The brand offers the company some defense against price competition.

A brand name needs to be carefully managed so that its equity doesn’t

depreciate. This requires maintaining or improving brand awareness perceived

quality and functionality, and positive associations. These tasks require continuous

research and development investment, skillful advertising and excellent trade and

consumer service.

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AN OVERVIEW OF BRANDING DECISIONS

Branding Brand Sponsor Brand Name

Decisions Decisions

Brand Strategy Decisions Brand-Repositioning Decisions

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Brand No Brand

Manufacturers Brand

Distributors (Pvt) Brand

Individual Names Blanket Family Name Separate Family Company Individual

Names

Line Extension Brand Extension Multi-Brands New Brands Co-Brands

Repositioning No Repositioning

OVER VIEW OF THE INDIAN CAR MARKET

Automobile industry in India is currently experiencing demand for the

vehicles of different types. This is due to volcanic increase in the number of the

vehicles of all categories and all types of the vehicles. The reason for this is the

Indian economy which was closed till then.

This is the sectors of the economy which benefited greatly by globalization

and liberalization.

The face of the industry has changed to such an extent just a decade age one

would fail to recognize it as the Indian auto industry. Today the Indian market does

not witness just as Ambassador Fiat competition. Rather it has become a battle

field for it is witnessing cut throat competition between the world from this brands

like FORD, HONDA, MERCEDES, HYUNDAI, DAEWOO. Infact the leading

market leader MARUTI has lost a sizable crunch of its market share from a

magical mesmerizing 80% to 66.2% during the same period.

Hyundai plant was setup in Sriperambundur, 30km outside Chennai in a

record time. This shows a commitment to the Indian customer and Indian auto

industry. The first Hyundai Santro was launched on October 20, 1998. Santro was

set to be the best package for the budget car buyer.

Y.S.KIM (Yang. Soo.Kim) is the Managing Director of Hyundai Motor

India. The Korea and Indian Engineers pore their efforts for the efforts for the

production Santro prototypes. The manufacturing style of Hyundai Santro has not

been the same as Maruti Udyog, which initially imported C.K.D kits for the first

Maruti 800. The manufacturing process begins with coiled steel arriving from

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South Korea. The entire auto industries in India rely on imported steel to

manufacture vehicle body structure, as locally available steel cannot be effective.

The assemble of the car is mostly manual HMI has set up a allimem foundry

on site to produces cast components like cylinder heads and gear box casings. The

reasons for Hyundai rapid implementation were wholly owned subsidiary HMI

could speed up the decision making process. It did not have to conduct a local

partner which might have slowed things down.

This points towards two things the market has become competitive and

dynamic

1. Even the market leader cannot take its market share and the customers

2. The changing tastes and loyalty of the customers and subsequently the ultra

competition nature of the auto market.

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OBJECTIVES

The study has been conducted with the following objectives in mind:

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

(Hyundai car)

2. To know factors and variables of brand influence them to purchase.

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

4. To know how they became aware of the brand (Santro)

5. To know level of satisfaction about the brand awareness ( Santro) offered by

Hyundai.

6. To find out the market potential for Hyundai cars ( Santro).

7. To know how maintain and improve brand awareness build brand loyalty.

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RESEARCH METHODOLOGY

Methodology adopted for this project work is as follows –

1. Type of Data – Primary Data Secondary Data.

2. Source of Data –Customers of GEETA Hyundai motors

3. Nature of Source of Data – GEETA Hyundai Motors, mirzapur,lucknow road

faizabad.

4. Data Collection Instrument – Personal Interview with Questionnaire.

5. Type of Data Collection Instrument – Non-Disguised Structured

Questionnaire.

6. Types of Questions – Open ended and Closed ended questions.

7. Sampling Methodology – Random sampling

8. Sample Size – 100.

Type of Data:-

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Primary Data: Primary data is such data which is original in nature and

collected by the researcher itself for its own purposes. My project report is

based on the primary data which is collected through the questionnaire designed

according to customers.

Secondary data: Secondary data is the data which is collected prior to the

present study work. Any data that is available prior to the commencement of the

research project is called secondary data and is also called historical data. I have

collected secondary data from the website of Hyundai and some other research

papers and reports.

Type of Data Collection Instrument:-

Structured Questionnaire:- In this type of questionnaire the formal list of

questions to be asked to the respondents to collect facts, views or opinions. During

the course of an interview, the questions are to be asked strictly in accordance with

pre arranged order irrespective of number of interviewers appointed.

Non-disguised Structured Questionnaire:- Here objective of an inquiry is

disclosed to the respondents. The issue involved is relatively unimportant and more

general in practical nature.

Random Sampling:-

Random sampling means systematic, pre-determined and pre-arranged

methodology is adopted for selection of sampling elements.

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LIMITATIONS

Even though the project has been done without most cars, it suffers from

the following limitations.

1. Due to lack of time all customers, could not be contracted.

2. The study has been restricted to Pune city only.

3. As the project is a simple sample study and is confined to 100 customers

only, if may or may not pictures the entire customer feelings.

4. The awareness levels of the customers may change from time to time and so

there is a possibility of changes in the research results.

5. Few customers refused to respond or could not respond appropriately due to

Lack of time, Ignorance etc.,

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DATA ANALYSIS AND INTERPRETATION

1. AGE GROUP

AGE GROUP NO.OF CUSTOMERS PERCENTAGE

25-45 48 48%

45-65 45 35%

65 And Above 8 17%

Total 100 100%

NO.OF CUSTOMERS0

10

20

30

40

50

60

25-45

45-65

65 And Above

Interpretation: From the above table, we can observe that 52% of the people

belongs to 25 – 45 age group, 40% of the people belongs to 45 - 65 age group and

8% of the people belongs to 65 and above. The analysis shows that most of the

people belongs to 25 – 45 age.

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2. GENDER

GENDERNO. OF

CUSTOMERSPERCENTAGE

Male 87 87%

Female 13 13%

Total 100 100%

Interpretation:

From the above table we can observe that among 200 customers 87% are Males

and 13% are Females.

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87%

13%

3. Occupation

OCCUPATION NO.OF CUSTOMERS PERCENTAGE

Business 38 38%

Professional 30 30%

Student 7 7%

Employee 25 25%

Total 100 100%

NO.OF CUSTOMERS05

10152025303540

38

30

7

25

BusinessProfessionalStudentEmployee

Interpretation: From the above table, we see that 38% of the people belongs to

Business, 30% of the people from Professionals, 7% of the people from students

and 25% of the People belongs to Employees. The analysis shows that major part

of the people belongs to Business category.

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4. INCOME STATUS (PER ANNUM)

INCOMENO. OF

CUSTOMERSPERCENTAGE

< 20,000 34 34%

20,000-40,000 52 52%

40,000 & above 14 14%

Total 100 100%

Interpretation: The income status reveals that 34% of them are having less than

20,000 and 52% of them were between 20,000-40,000 and the remaining 14%

were above 40,000. The analysis shows that the people who having income per

annum in between 20,000-40,000 are more.

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34%

52%

14%

5. FAMILY SIZE

FAMILY SIZENO. OF

CUSTOMERSPERCENTAGE

1-2 10 10%

3-5 78 78%

5 & above 12 12%

Total 100 100%

Interpretation:Family size reveals that 10% of the people are having 1-2 family

size, 78% of the people are having 3-5 family size and 12% of the people are

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1 to 2 3 to 5 5 & above0

10

20

30

40

50

60

70

80

90

having above 5 family size. The analysis shows that the family size having 3-5 are

using more.

6. PURPOSE OF PURCHASE

PURPOSENO. OF

CUSTOMERSPERCENTAGE

Utility 45 45%

Necessity 51 51%

Status 4 4%

Total 100 100%

Interpretation:

From the table, we can observe that 45% of the people purchase the car for the

purpose of utility, 51% of the people purchase for necessity and 4% people

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Utility Necessity Status0

10

20

30

40

50

60

4551

4

purchase for status. The analysis shows that most of the people that is 51%

purchase for necessity.

7. Factors Influence To Buy Santro

FACTORS NO.OF CUSTOMERS PERCENTAGE

Style 14 14%

Price 18 18%

Brand image 30 30%

Performance 20 20%

Publicity 18 18%

Total 100 100%

NO.OF CUSTOMERS0

5

10

15

20

25

30

StylePriceBrand imagePerformancePublicity

Interpretation:From the table, we can examine that 14% of the people prefer

style, 18% of the people prefer price, 30% of the people opt for Brand image, 20%

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of the people have a preference on Performance and 18% of the people opt for

Publicity for buying the Santro Car. The analysis shows most of them consider

Brand image while buying.

8. Influecne To Purchase The Car

FACTORS NO.OF CUSTOMERS PERCENTAGE

Myself 20 30%

Family Members 15 15%

Friends 22 22%

Relatives 5 5%

Advertisements 34 34%

Others 4 4%

Total 100 100%

PERCENTAGE0%

5%

10%

15%

20%

25%

30%

35% 0.3

0.15

0.22

0.05

0.34

0.04

MyselfFamily MembersFriendsRelativesAdvertisementsOthers

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Interpretation: 20% of the people are decided to purchase the car on themselves,

15% of the people are influenced by family members, 22% of the people are

influenced by relatives, 34% of the people are nfluenced by advertisements and

rest of the people are influenced by other factors..

9. Impact Of Shahrukh Khan On Sales

IMPACTNO. OF

CUSTOMERSPERCENTAGE

Yes 56 56%

No 44 44%

Total 100 100%

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Interpretation:

From the table, we see that 56% of the people say that Sharukh Khan has the

impact of increase in sales whereas 44% of the people say that Sharukh Khan

has no impact of increase in sales.

10.GOOD VALUE

GOOD VALUENO. OF

CUSTOMERSPERCENTAGE

Yes 92 92%

No 8 8%

Total 100 100%

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56%

44%

Interpretation:

From the table, we observe that 92% of the people feel that Hyundai products give

Good Value for money whereas 8% of the people feel that Hyundai products do

not give Good Value for money.

11.PRICING OF THE CAR

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Yes No

0

10

20

30

40

50

60

70

80

90

10092

8

PRICING LEVELNO. OF

CUSTOMERSPERCENTAGE

Excellent 5 5%

Good 64 64%

Satisfactory 31 31%

Not satisfied - -

Total 100 100%

Interpretation: From the table, we observe that 5% of the people feel that the Price

of the car is Excellent, 64% of the people feel that it is Good, 31% feel it is

satisfactory and none of them are dissatisfied with the Price of the product. The

Highest % of the people feel that the Price of the car is Good.

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Excellent

Good

Satisfactory

12.Superior To Competitors Cars

SUPERIOR CUSTOMERS PERCENTAGE

Yes 89 89%

No 11 11%

Total 100 100%

Interpretation:

From the table, we can observe that 89% of the people say that Santro car is

superior to competitors cars and 11% says that it is not.

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Yes No0

10

20

30

40

50

60

70

80

90

10089

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FINDINGS

The following details can be inferred after analysis with a simple size of 100,

which included customers, by questionnaire method to find out the brand

awareness towards Santro with reference to GEETA HYUNDAI.

Most of the customers relating to Hyundai belong to the category of employees

as they occupy 30% of the entire customers. The next to them comes

industrialists as they occupy 24% of the customers.

Most of the customers have bought the car 2 years back.

The promotional strategy of Hyundai is advertisement of which electronic

media and by press media are playing a vital role.

Out of the models of Hyundai the most popular brand is Santro because it is

possessed by 45% of the customers.

Most of the customers are aware of educational programs that are being

conducted by Hyundai to the maintenance of the car.

Though the customers are having good awareness levels regarding the programs

being conducted by Hyundai, they are not attending the programs because of

various reasons.

The customers find some problem’s regarding the mileage of Santro while

comparing with the remaining models.

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CONCLUSION

1. The market of Hyundai cars (Santro, Accent and Sonata) is growing at rapid

speed. Hyundai being one of the dominating and leading players in passenger car

market is expected to attract significant attention among the investors.

2.In this Automobile segment there has been heightened competition with other

leading players like Maruti, Honda, Ford and many others.

3.As there was competition in small car industry, there was reduction in prices of

the cars and modifications done with the existing product (e.g., Santro to Santro

Xing) and were introduced in the market. Hyundai small car segment has occupied

second position in the market share.

4.Majority of the people have informed Brand Awareness toward Santro. Most of

the customers are very much satisfied with the services offered by the company

while few of them are not satisfied due to minor problems of the car.

5.Many of the students rated the Brand Awareness as excellent very few of them

have rated as satisfactory.

6.All the respondents are very happy with the warranty period given for the cars by

the company but many of them have complaints with the mileage and seating

comfort of the car.

7.Many of the respondents have stated that the prices charged on services are high

when compare to other company’s services (e.g. Maruti)

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Finally the customers are very happy about Brand

Awareness toward Santro.

SUGGESTIONS

1. Basing on the survey findings and analyzing the attitudes of respondents, the

following suggestions can be given regarding the Brand Awareness towards

Santro.

2. The company has to pursue the complaints of the respondents about the

performance of the car’s engine. This suggestions has been given basing on the

complaints of customers regarding its problems like low mileage

3. Making the Driving seat and Passenger seat more comfortable so that the driver

and passengers could have a comfortable drive.

4. Analyzing the complaints given by many customers regarding uncomfortable

seats has made its suggestion.

5. Transaction and value based loyalty programs can be conducted

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QUESTIONNAIRE

(With Reference to Hyundai Santro)

NAME OF THE RESPONDENT:

ADDRESS OF THE RESPONDENT:

PHONE NO:

1. AGE GROUP:

(a) 25-45 (b) 45-65 (c) 65 & above

2. GENDER:

(a) Male (b) Female

3. OCCUPATION:

(a) Business b) Professional (c) Student (d) Employee

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4. INCOME PER ANNUM:

(a) < Rs. 2,00,000/- b) Rs. 2,00,000/- to Rs. 4,00,000/-

(c) Rs. 4,00,000 and above

5. FAMILY SIZE:

(a) 1-2 b) 3-5 c) 5& above

6. PURPOSE OF PURCHASE OF THIS CAR:

(a) Utility (b) Necessity (c) Status

7. WHAT INFLUENCED TO BUY SANTRO

a) Styling b) Pricing (c) Brand Image

(d) Performance (e) Publicity

8. WHO INFLUENCED YOU TO PURCHASE THE CAR?

(a) Myself (b) Family Members c) Friends (d)

Relatives (e) Advertisements (f) Others

9. WHY DID YOU PURCHASE ONLY SANTRO INSTEAD OF ANY OTHER

SMALL CAR?

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(a) Quality b) East to drive

(c) Comfort d) Technically good

10.DO YOU FEEL THAT BRAND AMBASSADOR SHARUKH KHAN HAS

AN IMPACT ON THE INCREASE IN SALES?

(a) Yes (b) No

11.HOW DO YOU FEEL THE PRICING OF THE CAR?

(a) Excellent b) Good

(c) Satisfactory (d) Unsatisfactory

12.DO YOU FEEL THAT SANTRO IS SUPERIOR TO COMPETITORS CARS

IN THIS SEGMENT?

(a) Yes (b) No

13.YOUR COMMENTS AND SUGGESTIONS, IF ANY?

__________________________________________________________________

__________________________________________________________________

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BIBLIOGRAPHY

Book referred

1. ‘Marketing Management’ by Philip Kotler

2. Training book (Hyundai motor)

Websites referred

1. www..com

2. www.hyundaimotors.org

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