1 A PROJECT REPORT ON “Customer Satisfaction Level of Hyundai Motors in Nanded Region” At Jaya Hyundai Sujaya Enterprises Pvt. Ltd. Nanded. SUBMITTED BY BALAJI N. ANCHEWAR (BATCH 2010-11) UNDER THE GUIDENCE OF Dr.Prof .M.S.DESHPANDE SUBMITTED TO S.R.T.M.U.NANDED IN PARTIAL FULFILLMENT OF TWO YEARS FULL TIME COURSE MASTER IN BUSINESS ADMINISTRATION (MBA)
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1
A
PROJECT REPORT
ON
“Customer Satisfaction Level of Hyundai Motors in Nanded Region”
At
Jaya Hyundai
Sujaya Enterprises Pvt. Ltd. Nanded.
SUBMITTED BY
BALAJI N. ANCHEWAR
(BATCH 2010-11)
UNDER THE GUIDENCE
OF
Dr.Prof .M.S.DESHPANDE
SUBMITTED TO
S.R.T.M.U.NANDED
IN PARTIAL FULFILLMENT OF TWO YEARS FULL TIME COURSE MASTER IN BUSINESS ADMINISTRATION
(MBA)
SCHOOL OF COMMERCE AND MANAGEMENT SCIENCE
NANDED
2
ACKNOWLEDGEMENT
This project is not an individual effort but a collection of efforts by each
and every member associated with it. Working with JAYA HYUNDAI,
SUJAYA ENTERPRISES PVT. LTD. has been an educative, interesting
and motivating experience.
I would hereby like to extend my gratitude to the following people without
whose co-operation and help at every stage the successful completion of
the project would not have been possible. First of all, I would like to
express my profound gratitude and a sincere thanks to employee and
Manager of JAYA HYUNDAI PVT. LTD. for his valuable time and
educative guidance. His constant support and practical approach helped
make the project more objective. It is wonderful experience working with
JAYA HYUNDAI PVT. LTD. which is itself a privilege.
I would also like to take this opportunity to thank SCHOOL OF
COMMERCE AND MANAGEMENT SCIENCE, SANGLI and Director Dr.
J.V.JOSHI for providing me the opportunity to put the theoretical inputs
gathered at the institute to practice.
I also feel a sense of gratitude towards Dr.Prof. M.S.DESHPANDE , my
internal project guide who took personal interest in the progress of the
project.
BALAJI
ANCHEWAR
MBAII- Marketing
3
PREFACE
For a management student theoretical knowledge as well as practically orientation exposes
oneself to experiences, one can again be mastering it is best possible time. MBA curriculum
has been fine-tuned in such a way that a student not applies the theoretical knowledge but
also again it in a practical sense. Thus objective can be attained through application of theory
tools concepts and techniques of Management
Balanced theoretical and practical knowledge are essential for every student and MBA
curriculum is conceived in such a way so as to facilitate practical purpose. To procure this
objective the research undertook the project “TO STUDY THE CUSTOMER
SATISFACTION LEVEL OF HYUNDAI MOTORS IN NANDED REGION”
4
Chapter 11) INTRODUCTION
1.1) Automobile Sector in India
One of the major industrial sectors in India is the automobile sector. Subsequent to the
liberalization, the automobile sector has been aptly described as the sunrise sector of the
Indian economy as this sector has witnessed tremendous growth.
Automobile Industry was delicensed in July 1991 with the announcement of the New
Industrial Policy. The passenger car industry was, however, delicensed in 1993. No industrial
licence is required for setting up of any unit for manufacture of automobiles except
in some special cases. The norms for Foreign Investment and import of technology have also
been progressively liberalized over the years for manufacture of vehicles including passenger
cars in order to make this sector globally competitive. At present 100% Foreign Direct
Investment (FDI) is permissible under automatic route in this sector including passenger car
segment. The import of technology/technological upgradation on the royalty payment of 5%
without any duration limit and lump sum payment of USD 2 million is also allowed under
automatic route in this sector. With the gradual liberalization of the automobile sector since
1991, the number of manufacturing facilities in India has grown progressively.
INTRODUCTION OF THE PROJECT
The introduction of the project is very essential for research purpose.
The study of customer satisfaction level of Hyundai motors is the study of satisfaction and
delightedness to the Hyundai motors. This study helps to know the likeliness, brand image,
strength & weakness of the product. This determines the sales promotion. This project would
be beneficial to know the feedback of the customers & also the way to provide better
facilities and services to the customers.
5
Since the four wheelers are generally used by high profile people, they look towards
the luxurious look, safety and the beautiful interior. In this project their satisfaction towards
their demand is checked out.
1.2) OBJECTIVES OF THE STUDY
In the current scenario of cutthroat competition, every company
invest in some new technology for their expansion & to maintain the
quality, reduce the cost & to produce the new product. My objective in this
survey is to study the demography of customers in Nanded region and
determining the satisfaction level of customers in Nanded region.
1.2.1) PRIMARY OBJECTIVES:-
1. To segment the potential customers in Nanded for Hyundai Motors.
2. To study the satisfaction level of customers of Hyundai motors in Nanded region.
3. To understand the gap between company offering and customers requirement
1.2.2) SECONDARY OBJECTIVES:-
1. To study the services given by Jaya Hyundai Pvt.Ltd. In terms of
servicing, warranty, maintenance and repairing.
2. To analyze Customers opinion about Quality and Pricing policies.
3. To study the factors influencing on the buying behaviour of the
customers.
4. To know the grievances of customer, if any.
5. To study the eagerness to buy Hyundai motors among the
customers.
6. To find out the brand awareness/perception in society about Hyundai motor
1.3) RESEARCH METHODOLOGY
1.3.1) RESEARCH DSIGN
6
“Research design is the plan, structure, and strategy of
investigation conceived so as to obtain answer to research question and
to control variance.”
The definition consists of three important terms plan, structure and
strategy. The plan is an outline of the scheme on which the researcher is
to work. The structure of the research is more specific outline or the
scheme and the strategy show how the research will be carried out,
specifying the method to be used in the collection and analysis of the
data. From the definition it is thus evident that research design is more of
a blueprint of the research. It can be compared with the plan of house,
which lays down the method and procedure for the collection of requisite
information and its measurement and analysis with a view of arriving at
meaningful conclusion at the end of the proposed study.
1.3.2) Types of research design
It should be remembered that there is no perfect research design.
Research design has been classified under three broad categories as
under:
1) Exploratory study
2) Descriptive study
3) Casual study
I have used descriptive research design for the
project. This type of design is used when the researcher is interested in
knowing the characteristic of certain groups such as age, sex, education
level, occupation or income. Other cases where it is used when the
researcher is interested in knowing the proportion of people in a given
population who have behaved in a particular manner, making projections
of certain thing or determining the relationship between two or more
variables. This is factual and well structured approach. I have used the
cross sectional survey technique where I got the information from
preparing the questionnaire and the used it for the analysis.
7
SOURCES OF DATA
PRIMARY DATA SECONDARY DATA
1.3.3) THE TWO SOURCES OF DATA
(1) Primary data
(2) Secondary data
FIG. 1 SOURCES OF DATA
(A) Primary Data:
It is the information obtained from original sources by the
researcher. It can be gathered slowly at a high cost. But it offers much
greater accuracy and reliability. It gives latest information.
The following method was used for obtaining the primary data:
(a) Survey technique (Questionnaire):
It is very effective method of conducting surveys. According to this
method a well organized questionnaire was prepared by the researcher.
The questionnaire was given to every customer of v-belt, and their
responses were recorded by means of questionnaire. The responses were
recorded by personally visiting the customers in different blocks of
Nanded city. The questions were short, simple, easily understandable,
direct, pointed, well phrased and had one interpretation or meaning.
(B) Secondary Data:
8
This data provides a starting point for research and offers the advantages
of lower cost and quicker availability. It was collected by the researcher by
referring company records such as invoices, sales figures etc.
1.3.4) SAMPLE DESCRIPTION
Sampling is the method of selecting a sample from the given
universe with view to draw conclusions about the universe. Sample means
representative of universe selected for the study. The sampling plan can
be broadly divided into two types.
1. Probability Sampling
2. Non-Probability Sampling
In Probability Sampling every unit in the sample size has an equal
opportunity of getting selected.
In Non-Probability sampling every sample unit in the sample size does not
have an equal chance of selection. There is some bias during the selection
of sample unit.
These two sampling techniques are further subdivided into various
types.
1.3.5) Sample Size :
For the purpose of completing this project report, I took 100
customers as a sample size.
1.4) LIMITATIONS OF THE STUDY
Limitation of the study can be summarized as below.
1.4.1) GEOGRAPHICAL CONSTRAINTS
9
The study was conducted in Nanded region which has the customer base for Jaya
Hyundai are more in number. For carrying out the research according to the title of
the project, the users of the Jaya Hyundai in Nanded region are 100.
1.4.2) TIME CONSTRAINTS
The time constraint i.e. duration of the study was just 2 months so sample size was
100. The study was carried out with the customers from entire district where the
company have their cars users.
1.4.3) BUDGET CONSTRAINTS:-
Budget constraint i.e. it was not feasible to take into the
consideration the users outside from Nanded as it was expensive.
1.4.4) ACCURACY CONSTRAINTS:-
The accuracy of indication given by the respondents may not be
considered adequate as whether the language used in the
questionnaires is understood by the respondents cannot be taken
for granted.
1.4.5) BIASED REPLY OF RESPONDENTS/;-
The study is based on the information gathered from the customers
of Hyundai motors in Nanded region. Therefore in such condition it
is possible that the information supplied might be biased reply of
the respondent because the Customer might have shown partiality
towards their product.
10
Chapter2
COMPANY PROFILE
HYUNDAI MOTORS COMPANY
11
Type public
Founded 1967
Parent Hyundai kia Automotive Group
Location Seoul south korea
Key people Chung Mong-Koo,Chairman CEO
Industry Automobile manufacturer
Products Automobiles
Revenue ₩ 27.384 Trillion (Approx USD $29.5
billion)
Net income ₩ 2.315 Trillion (Approx USD $2.5
billion)
Employees c.68,000 worldwide
Website Hyundai-Motor.com
2.3) ABOUT HMC
Established in 1967, Hyundai Motor Co. has grown into the Hyundai-Kia Automotive Group
which was ranked as the world’s fifth-largest automaker in 2007 and includes over two dozen
auto-related subsidiaries and affiliates. Employing over 75,000 people worldwide, Hyundai
Motor posted sales of US$74.9 billion in 2007 on a consolidated-basis and US$32.8 billion
on a non-consolidated basis (using the average currency exchange of 929 won per US dollar).
Hyundai vehicles are sold in 193 countries through some 6,000 dealerships and showrooms
The Hyundai Motor Company, a division of the Hyundai Kia Automotive Group, is
South Korea’s largest and the world’s fifth largest automaker in terms of units sold per year.
Headquartered in Seoul, Hyundai operates the world’s largest integrated automobile
manufacturing facility in Ulsan, which is capable of producing 1.6 million units annually.
12
The Hyundai logo, a slanted, stylized 'H', is said to be symbolic of two people (the company
and customer) shaking hands. Hyundai means "modernity" in Korean.
2.3.1) HISTORY
Chung Ju-Yung founded the Hyundai Engineering and Construction Company in
1947. Hyundai Motor Company was later established in 1967. The company’s first model,
the Cortina, was released in cooperation with Ford Motor Company in 1968. In 1975, the
Pony, the first Korean car, was released, with styling by Giorgio Giugiaro of ItalDesign and
powertrain technology provided by Japan’s Mitsubishi Motors. Exports began in the
following year to Ecuador and soon thereafter to the Benelux countries. In 1991, the company
succeeded in developing its first proprietary gasoline engine, the four-cylinder Alpha, and
transmission, thus paving the way for technological independence.
In 1986, Hyundai began to sell cars in the United States, and the Excel was nominated
"Best Product #10" by Fortune magazine, largely because of its affordability. The company
began to produce models with its own technology in 1988, beginning with the midsize
Sonata.
In 1998, Hyundai began to overhaul its image in an attempt to establish itself as a
world-class brand. Chung Ju Yung transferred leadership of Hyundai Motor to his son,
Chung Mong Koo, in 1999. Hyundai’s parent company, Hyundai Motor Group, invested
heavily in the quality, design, manufacturing, and long-term research of its vehicles. It added
a 10-year or 100,000-mile (160,000 km) warranty to cars sold in the United States and
launched an aggressive marketing campaign.
In 2004, Hyundai was ranked second in "initial quality" in a survey/study by J.D.
Power and Associates. Hyundai is now one of the top 100 most valuable brands worldwide.
Since 2002, Hyundai has also been one of the worldwide official sponsors of the FIFA World
Cup.
In 2006, the South Korean government initiated an investigation of Chung Mong
Koo’s practices as head of Hyundai, suspecting him of corruption. On April 28, 2006, Chung
was arrested, and charged for embezzlement of 100 billion won (US$106 million), with
Hyundai Vice Chairman and CEO, Kim Dong-jin taking over as head of the company.
13
COMPANY NAME: - HYUNDAI MOTORS INDIA LIMITED.
COMPANY ADDRESS:-
HYUNDAI MOTORS INDIA LIMITED,
A-30, Mohan Cooperative Industrial Estate,
Mathura Road, New Delhi-110044.
Tel :(011) 4167-8800 Fax:(011)4167-8811
2.1.1) MISSION STATEMENT:-
To create exceptional automotive value for our customers by
harmoniously blending safety, quality and efficiency. With our diverse
team, we will provide responsible stewardship to our community and
environment while achieving stability and security now and for future
generation.
2.1.2) VISION STATEMENT:-
Our team provides value for your future.
2.1.3) SLOGAN:-
DRIVE YOUR WAY.
2.1.4) LOGO:-
14
LOGO EXPLANATION:-
The Hyundai logo, a slanted, stylized 'H', is said to be symbolic of two
people (the company and customer) shaking hands. Hyundai means "modernity"
in Korean.
DEALER’S SHOWROOM NAME:-
Jaya Hyundai,
Sujaya Enterprises Pvt. Ltd. Nanded.
SHOWROOM ADDRESS:-
Jaya Hyundai,
Sujaya Enterprises Pvt. Ltd.
Near Reliance Petrol Pump,
Nanded-Cidco Road, Nanded-431603.
Tel.229106, 229107, 229108.
DEALER’S NAME:-
HONOURABLE Mr. ASHOKRAO CHAVAN (C M Maharashtra State)
SALES AND SERVICING :-
Jaya Hyundai looks after the Sales and Servicing of Hyundai
motors in 4 districts namely Nanded, Latur, Parbhani and Hingoli.
15
3.4) Product Profile
2.4.1) SANTRO XING
Santro Xing is the Sunshine Car. A New Shining Dawn. Here Comes the Sun Again. The Next Generation Santro. A stunning example of modern automobile design and continuous customer feedback driven advancement. For instance, now incorporating Active Intelligence Technology, with the new ERLX engine.
Tall, wide and uniquely different, the new Santro Xing has a
distinctly European styling. While its sleek lines and pleasing curves and
counters will capture your heart. The compact outer dimensions,
combined with its sporty stance, will ignite the passion of driving into the
sun and makes it stand out in a crowd of old hatchbacks and jelly bean
shaped. So step into the Santro. Add Sunshine to your life. The Santro
Xing comes with all new looking feel exterior and interior styling.
Now enjoy freedom from stick gear shifting and frequent clutch
pedaling with the new Santro Automatic. With electronically controlled
‘intelligent’ power train system, Santro Automatic offers the most relaxed
way to busy city monitoring. The 4-Speed transmission features a
compact ultra-light weight gear train, high performance torque converter
and hydraulic-electronic control, offering four forward gear ratios to
deliver a wide array of speed and power to surge ahead or retard as per
your need.
Power steering:- with Power steering lock to lock turn of the
steering wheel is substantially lesser, the effort required to turn the wheel
is minimal. Ability to absorb jerks of pot-holed roads and much greater
control of the steering wheel, not only help to glide over the roads but
also provides enhanced safety in case of accidents like bursting tyres.
SAFETY:- Safety is not just a feature of the Hyundai Santro. It is an
integral part of the total car designing Engineering. So every single safety
in the car contributes to making the Hyundai Santro, one of the safest and
17
strongest vehicle in India, is now further reinforced meeting strictest of
world safety norm
2.5) Hyundai “i-10
‘i’ in the Hyundai i-10 car stands for inspiring,
innovation, intuitive and intelligent.
Catch the i:- inspiring, innovative and intelligent. Compact cars will
never be the same. The Hyundai i10 is here. Elegant outside and versatile
inside, the i-10 boasts of high-end features that are usually found in the
Luxury Sedans. Intelligent engine technology coupled with dynamic
chassis design deliver sparking performance and a supple, precise ride.
Big on style, safety and security, yet small enough to fit any city street,
the i-10 is designed for independent thinkers with exciting lifestyles.
Inspiring
The i-10 combines fresh design with integrity and innovation. The
high tech 3-D head and tail lights refine the overall design, yet improve on
road visibility. The upward opening tailgate creates a dynamic rear profile.
Intelligent & intuitive
The i-10 boasts of revolutionary Intelligent Responsive Drive
(iRDE) technology, that gives it abundant pep along with best in class fuel
economy.
The height adjustable tilt power steering and front disc brakes
mean effortless dynamic control. The Anti-lock Brake System (ABS) keeps
you firmly on track.
Innovative
Fresh your eyes on the most distinguished interiors you may have
seen in a long, long time. Check out the Cockpit style seating. Notice the
18
integrated hedrest of the drivers seat. Admire the in-dash 2-din audio
system and console-integrated gear shift (i-shift). The front seats and
foldable rear seat fit five adults easily.
For refresh simply press the button of electric sunroof for fresh air.
CAR RANGES :-
I-10 DLITE, i-10 Era, i-10 Magna, i-10Magna O.
2.5.1) EQUIPMENTS: -
1. ABS
2. AC/ Climate Control
3. Airbag
4. Alloy wheels
5. Auto transmission
6. Central Locking System
7. Electronic Mirror
8. Fog Lamp
9. Power Steering
10. Power Windows
11. Tilt Steering.
Specific Check: -
Petrol, fuel tank: 35L.
Price :-Rs.3.58 to 5.44 lacks.
19
2.6) Hyundai ‘i-20’
Innovative In the phase of dipping sale figures, India's leading automaker Hyundai Motor India Limited (HMIL), has stepped-up its existing car model i10 with the refined one i20. The all new Hyundai i20 car model is an another addition in the company's hatchback cars stable that has been launched with more room for the luggage, higher-quality interiors with the flexibility of seating that is near to its predecessor i10. Hyundai i20 car was first showcased in the Paris Motor Show 2008 and in India it was launched in the end of December 2008 meeting all existing emission norms including the Euro-V. The newly launched Hyundai i20 car is equipped with the latest technology 1.2 litre Kappa petrol engine that pumps out maximum power of 80 ps @ 5200 rpms. Hyundai i20 is up for sale throughout India in three variants with seven colours and carries the ex-showroom price range starting from 5.0 Lacs going upto 6.0 lacs for the top version.
Striking Features of Hyundai i20 Car
1. Electrically adjustable outside mirror on both sides
2. Top variant features five spoke light-weight alloy wheels
3. USB port at the centre console for playing music on the i-pod
4. Globe box connected with the air-conditioning system of the car
5. Adjustable steering wheel for better riding comfortable
6. The seats with head rests can be adjusted at different angles
20
7. Safety of the car is assured by the responsive systems of ABS with
EBD
8. Six air bags dual front, side and curtain keep the occupants safe in
case of head-on collision
Inspiring
The i-20 combines fresh design with integrity and innovation. The
high tech 3-D head and tail lights refine the overall design, yet improve on
road visibility. The upward opening tailgate creates a dynamic rear profile.
These features are all same for i10 also
Price
Prices starts from 5.0 Lacs going on up to 6.o Lacs for the top
“Satisfaction level is the level of persons felt state resulting
from comparing products perceived performance (or outcome) in
relation to the person’s expectation.”
Thus satisfaction level is function of difference between perceived
performance & expectation. A customer could experience one of three
broad levels of satisfaction:
1) If the performance falls short of expectations, the customer is
dissatisfied.
2) If the performance matches to the expectations of the customer,
then the customer is satisfied.
3) If the performance exceeds the expectations of the customer, the
customer is highly satisfied, pleased or delighted.
24
But how do the customer expectations? Expectations are formed on
the basis of the buyers past buying experience statements made by the
friends & associates, & marketer & competitor information & promises. If
marketers raise the expectations too high the buyer is likely to be
disappointed.
Some of the today’s most successful companies are raising
expectation & delivering the performance. The companies are aiming high
because customers who are just satisfied will still find it easy to switch
supplier when a better offer comes along. The fact is that high satisfaction
or delight creates an emotional affinity with the brand, not just a rational
preference, and this creates customers high loyalty.
Companies seeking to win in today’s markets must track their
customers’ expectations perceived company performance, and customer
satisfaction. They need to monitor this for the competitors as well.
Companies’ that achieve high customer satisfaction ratings make sure
that their target market knows it. The customer cantered firms seeks to
create high customer satisfaction it is not out to maximize customer
satisfaction.
4) First they can increase the customer satisfaction by lowering the
price or increasing its services, but this may result in low profits.
5) Second, the company might be able to increase its profitability in
the other ways, such as by improving its manufacturing or investing
more in R&D.
6) Third; the company has many stakeholders including employees,
dealers, suppliers & stockholders. Spending more to increase the
customer satisfaction would divert funds from increasing the
satisfaction of the other “partners”. Ultimately, the company must
operate on the philosophy that it is trying to deliver a high level of
customer satisfaction level subject to delivering at least acceptable
levels of the satisfaction to the other stockholders within the
constraints of its total resources.
25
3.2) Method’s of tracking and measuring customer satisfaction
3.2.1) Complaint and suggestions system
A customer centered organization would make it easy for its
customer to deliver suggestions and complaints. Many restaurants and
hotels provide forms for guests to report likes and dislikes. A hospital
could place suggestion boxes in the corridors, supply comment cards to
the exiting patients, and hire patient advocate to handle patient
grievances. Some customer centered companies – P&G, General Electric,
and Whirlpool – establish “customer hot lines” with a toll free 800
telephone numbers to maximize the ease with which the customers can
inquire, make suggestions, or complain. These information flows provide
these companies with many good ideas and enable them to act more
rapidly to resolve the problems.
3.2.2) Customer satisfaction surveys
A company must not conclude that it can get a full picture of
customer satisfaction & dissatisfaction by simply a complaint &
suggestion system. A study shows that customers are dissatisfied with
one out of the four and less than 5% of the dissatisfied customers will
complain. Customers may feel that their complaints are minor, or that
they will be made to be stupid, or that no remedy will be offered. Most
customers will buy less or switch the suppliers rather than complain. The
result is that company has needlessly lost the customer.
Therefore, companies cannot use the complaint levels as a measure
of customer satisfaction. Responsive companies obtain a direct measure
of customer satisfaction by conducting periodic surveys. They send
questionnaires or make telephone calls to random sample of their recent
customer to find out how they feel about various aspects of the
company’s performance.
26
Customer’s satisfaction can be measured in number of ways. It can
be measured directly by asking: “indicate how satisfied you are with the
service X on the following scale: highly satisfied” (directly reported
satisfaction). Respondents can be asked as well to rate how much they
are expected of as certain attribute and also how much they are
experienced (derived satisfaction). Still another method is to ask
respondents to list any problems they have had with the offer and to list
any improvements they could suggest (problem analysis). Finally,
companies could respondents to rate various elements of the offer in the
terms of the importance of the each element and how well the
organization performed each element (importance/ performance
ratings).this last method helps the company to know if it is
underperforming on important elements and over performing on relatively
unimportant elements.
While, collecting customer satisfaction data, it would also be useful
to ask additional questions to measure the customers repurchase
intention; this will normally be high if the customer satisfaction is high.
2.2.3) Lost Customer Analysis
Companies should contact customers who have stopped buying
have switched to another supplier to learn why this is happened. When
IBM loses a customer, they mount a thorough effort to learn where they
failed – is their price too high, their service deficient, their products
unreliable, and so on. Not only is it important to conduct exit interviews
but also to monitor the customer loss rate which, if it is increasing, clearly
indicates that the company is failing to satisfy its customers.
2.2.4) Some cautions in measuring Customer Satisfaction
27
When customers rate their satisfaction with an element of the
company’s performance, say delivery, we need to recognize that
customers will vary in how they define good delivery; it could mean early
delivery, on-time delivery, order completeness, and so on. Yet if the
company had to spell out every element in detail, customers would face a
huge questionnaire. We must also recognize that two customers can
report being “highly satisfied” for a different reasons. One may be easily
satisfied most of the times and the other might be hard to please on this
occasion.
Companies should also note that managers and salespersons can
manipulate their rating on the customers on customer satisfaction. They
can be especially nice to customers just before the survey. They can also
try to exclude unhappy customers from the included in the survey.
One of the danger is that if the customer know that the company
will go out of its way to please the customers, some customers may want
to express high dissatisfaction(even if satisfied) in order to receive more
concessions.
Chapter 4
28
Data Analysis and InterpretationTable No. 1
6.1) Occupation Of The Customer
a) Businessman b) Serviceman
c)Professionals d) Politicians.
Occupation NO. of respondent Percentage of
respondent
Businessman 15 15%
Serviceman 25 25%
Professionals 55 55%
Politicians 5 5%
INTERPRETATION:-
Out of the 100 respondents,
1. 55% of the respondents are professionals.
2. 25% of the respondents are Servicemen.
3. 15% of the respondents are Businessmen.
4. 5% of the respondents are Politicians.
15%
25%
55%
5%
Businesssman serviceman professional politician
29
From the analysis, it is observed that most of the
respondents/customers are professionals like Doctors, Engineers,
Lawyers, C.A
Table No.2
6.2) Annual Family Income
a) Below Rs.4,00,000 b) Between Rs. 4 to 5 lacks.
c) Above Rs. 5 lacks.
Income No. of Respondent PercentageBelow Rs. 4,00,000 12 12%Between Rs. 4 to 5 lacks
52 52%
Above 5 lacks 36 36%
INTERPRETATION:-
Out of the 100 respondents
1. 52 respondents have annual income between 4 to 5 lacks.2. 36 respondents have annual income above 5 lacks.3. 12 respondents have annual income below 4 lacks. It is
observed that most of the respondents have annual income
quality of car %0
102030405060
2
35
53
10
Quality of Cars
poor average satisfactory ideal
no.o
f res
pond
ents
30
above 4 lacks. The most of the customers are high income group people
Table No.3
6.3) Quality Of Cars Of Jaya Hyundai.
a) Poor b) Average c) Satisfactory d) Ideal/Excellent
Particular NO of Respondent PercentagePoor 2 2%
Average 35 35%
Satisfactory 53 53%
Ideal/Excellent 10 10%
.
quality of car %0
10
20
30
40
50
60
2
35
53
10
Quality of Cars
poor average satisfactory ideal
no.o
f res
pond
ents
INTERPRETATION:-
Out of the 100 respondents
31
1. 53% of the respondents say that quality is satisfactory.2. 35% of the respondents say that quality is average.3. 10% of the respondents say that quality is excellent/ideal.4. 2% of the respondents say that quality is poor.
Table No.4
6.4) Technical Satisfaction of the Customers regarding driving.
a) Yes
b) No.
Technical satisfaction No. of Respondent Percentage
Yes 85 85%
No 15 15%
Total 100 100%
85%
15%
Satisfied
yes no
INTERPRETATION:-
Out of the 100 respondents
32
1. 85% respondents say that they are satisfied in all technical and driving needs.
2. 15% of the respondents say that they are not satisfied in all technical and driving needs.
It can be inferred that the Hyundai cars are satisfactory and satisfies all the technical and driving needs of the customers.
Table No.5
6.5) Frequency of problems of Hyundai Cars.
a) Few times b) Rarely c) Frequently
Frequency NO of respondent Percentage
Rarely 10 10%
Few times 78 78%
Frequently 12 12%
Total 100 100%
parameters05
1015202530
15 15
29
15
26
Purchasing Parameters
luxurious look
Quality features
safety
additional features
maintenance & repairing
no.of re-spondents
33
INTERPRETATION:-
Out of the 100 respondents
1. 10% respondents say that rarely problem occurs in their Hyundai cars.
2. 78% respondents say that few times problems occur in their cars.
3. 12% respondents say that frequently problem occur in their Hyundai cars.
It was observed that in Hyundai cars from HMIL the problems are occurring may be few times in many cases and frequently in few cases.
Table No.6
6.6) Customers prefer Hyundai Cars because of . .
a)Luxurious look b) Quality features.
c) Safety d) Additional features e) Maintenance & repairing
Particular NO of Respondent Percentage
Luxurious look 15 15%
Quality features 15 15%
Safety 29 29%
Additional features 15 15%
Maintenance and repairing
26 26%
INTERPRETATION:-
price0
20406080
100
2 7 10
81
Price
very cheap economical almost same expensive
no. of re-spoondents
34
Out of `100 respondents
1. 29%respondents purchases Hyundai cars because of safety features.
2. 26% respondents purchases Hyundai cars because of minimum maintenance and repairing.
3. 15% respondents purchases Hyundai cars because of luxurious look.
4. 15% respondents purchases Hyundai cars because of Quality feature
5. 15% respondents purchases Hyundai cars because of additional featurIt is observed that customers purchases Hyundai cars because of safety features and minimum maintenance and repairing
Table No.7
6.7) The Basic Price of the Cars comparing with the Competitors.
a)Very cheap b) Economic c) Almost same d) Expensive.
Price NO of Respondent Percentage
Very cheap 2 2%
Economical 7 7%
Almost same 10 10%
Expensive 81 81%
Total 100 100%
35
price0
20406080
100
2 7 10
81
Price
very cheap economical almost same expensive
no. of re-spoondents
INTERPRETATION:-
Out of the 100 respondents,
1. 81% respondents say that Hyundai cars are expensive
comparing with the competitors.
2. 10% respondents say that basic price of Hyundai cars are
almost same comparing with the competitors.
It is observed that Hyundai cars are expensive in the price
comparing with the competito
Table No.8
6.8) Satisfaction of the customers of Hyundai Motors Ltd. Regarding Warrantee Terms.
a) Yes b) No.
Particulars NO of Respondent Percentage
Yes 90 90%
No 10 10%
36
90%
10%
Warranty Satisfaction
Yesno
INTERPRETATION:
Out of the 100 respondents
1. 90% respondents say that they are satisfied with the warranty terms offered by Jaya Hyundai Pvt. Ltd.
2. 10% respondents say that they are not satisfied with the warranty terms offered by Jaya Hyundai Pvt. Ltd.
Table No.9
6.9) Model and their Preferences .
a) Santro b) i-10 c) i-20 d) Accent e) Verna
Model NO of Respondent PercentageSantro 25 25%
i-10 20 20%
i-20 10 10%
Accent 24 24%
37
Verna 21 21%
model0
5
10
15
20
25
25
20
10
2421
Models And Their Preferance
santro i-10 i-20 accent verna Series6
no.of respondents
INTERPRETATION:-
Out of 100 respondents
1. 25% respondents prefer Santro as their Hyundai car.2. 20% respondents prefer i-10 as their Hyundai car.3. 10% respondents prefer Getz prime as their Hyundai car.4. 24% respondents prefer Accent as their Hyundai car.5. 21% respondents prefer Verna as their Hyundai car.
From the analysis, it is observed that Santro,Accent & Verna are more preferred.
Table No.10
6.10) Delivery of cars after confirmation of order by the Customers.
a) In time b) Not in time.
Delivery NO of Respondent Percentage
In time 75 75%
38
Not in time 25 25%
Total 100 100%
in timenot in time
0%
50%
100%
75%25%
Car Delivery
East
INTERPRETATION:-
Out of 100 respondents
1. 75% respondents say that they had delivery in time i.e. they are satisfied with delivery done by the Jaya Hyundai Pvt. Ltd.
2. 25% respondents say that they did not have delivery in time. i.e. they are not satisfied with the delivery done by the Jaya Hyundai Pvt. Ltd.
From the analysis it is observed that the delivery done by the Jaya Hyundai is satisfactory.
Table No.11
6.11) Customer Satisfaction regarding the Sales and Services.
39
a) Yes. Give reason b) No. Give reasons.
Satisfaction NO of Respondent Percentage
Yes 75 75%
No 25 25%
Total 100 100%
75%
25%Servicing Satisfaction
yes
no
INTERPRETATION:-
Out of 100 respondents
1. 75% respondents say that they are satisfied with the Sales and service department of Jaya Hyundai Pvt. Ltd.
2. 25% respondents say that they are not satisfied with the Sales and service department of Jaya Hyundai Pvt. Ltd.
From the analysis it is observed that most of the customers are satisfied with the Sales and service department of Jaya Hyundai Pvt. Ltd.
Table No.12
6.12) Customers satisfaction with the complaint handling by the servicing department.
40
a) Yes b) No.
Satisfaction NO of Respondent PercentageYes 85 85%
No 15 15%
Total 100 100%
85%
15%
Complaint Handling
yesno
INTERPRETATION:-
Out of the 100 respondents
1. 85% respondents say that they are satisfied with the complaint handling by the Jaya Hyundai Pvt. Ltd.
2. 15% respondents say that they are not satisfied with the complaint handling by the Jaya Hyundai Pvt. Ltd.
From the analysis it is observed that complaints handled are effective and customers are satisfied.
Table No.13
41
6.13) Driving comfertability of the customers.
a) Yes b) No
Satisfaction NO of Respondent PercentageYes 85 85%No 15 15%
Total 100 100%
85%
15%
Driving Comfortability
YesNo
INTERPRETATION:-
Out of 100 respondents
1. 85% respondents say that they feel comfortable while driving.2. 15% respondents say that they do not feel comfortable while
driving.
From the above observation it can be interpreted that most of the customers feel comfortable while driving.
Table No.14
42
6.14) Brand suggestion of the Hyundai customers to their Intimates.
A) Hyundai B) Tata C) Maruti Suzuki D) Mahindra E) Chevorlet F) Toyota
Suggestions NO of Respondent PercentageHyundai 60 60%Tata 20 20%
Maruti-suzuki 10 10%Mahindra 5 5%
Chevrolet 5 5%
Hyundai tata MARUTI-SUZUKI MAHINDRA Chevrolet
0
10
20
30
40
50
60
East 5
East
Axis
Title
INTERPRETATATION :-
Out of 100 respondents
1) 60% respondents say that if their intimates want to purchase car,
they will suggest the brand Hyundai.
2) 20% respondents say that if their intimates want to purchase car,
they will suggest the brand Tata.
3) 10% respondents say that if their intimates want to purchase car,
they will suggest the brand Maruti-suzuki.
43
4) 5% respondents say that if their intimates want to purchase car,
they will suggest the brand Mahindra.
5) 5% respondents say that if their intimates want to purchase car,
they will suggest the brand Chevrolet.
From the above observation, it can be interpreted that if customer’s
intimates want to purchase car, they will suggest the brand
Hyundai.
Table No.15
6.15) Qualities that satisfy customers, Rankwise.
a) Luxurious look ( )
b) Speed ( )
c) Mileage ( )
d) Safety ( )
e) Min maintenance & repairing ( )
f) Sales service ( )
g) Price ( )
h) After sales services ( )
(Note: Rank 1 is the highest rank and rank 8 is the lowest rank.)
44
Satisfaction Parameter Ranking
Luxurious Look 3rd
Speed 6th
Mileage 7th
Safety 1st
Min Maintenance & repairing 2nd
Sales Service 4th
Price 7th
After Sales Services 5th
CUSTOMER SATISFACTION INDEX ANALYSI
satisfaction parameters
0 1 2 3 4 5 6 7 8
36
81
24
75
Customer Satisfaction index
after sal;es service
price
sales services
m & r
safety
mileage
speed
lux. Lookranking
INTERPRETATION:-
Out of 100 respondents
1. Safety features get the first ranking.
2. Minimum maintenance and repairing feature get the second
ranking.
3. Luxurious look ranks third.
45
4. Sales services stands out as the fourth rank holder.
5. After sales services get the fifth ranking.
6. Speed counts for the sixth rank.
7. Price is the least ranked ( seventh).
8. Mileage is the very least ranked.
From the above customer satisfaction index, we can interpret that
Hyundai customers are satisfied mostly due to following factors.
1. Safety, minimum maintenance and repairing and luxurious
looks.
2. These are the satisfaction parameters according to their ranks.
These parameters are also considered while purchasing Hyundai
cars. These factors help to understand the buying behavior pattern
of the customer
46
7.1) FINDINGS
2. The most (55%) of the respondents are professionals like Doctors,
Engineers, Advocates, C.A.s. i.e. professionals most prefer Hyundai
cars.
3. The income of 52% of the respondents is in between 5 to 6 lacks per
year. & 36% of the respondents have annual income above 6 lacks.
The customers belong to high income group.
4. Customers are satisfied with the Quality like interiors and look . In
the above case more respondents are saying that it is average,
satisfactory and excellent in quality.
5. The Hyundai cars are found to be satisfactory and satisfy all the
technical and driving needs of the Customers.
6. The Hyundai cars sturdy or powerful and good for day to day
operation.
7. In the Hyundai cars, problems are occurring may be few times in
many cases and frequently in few cases.
47
8. The most of the customers purchase Hyundai because of the Safety
features and minimum maintenance and repairing. This help to
know the consumer buying behaviour.
9. The Basic price of the Hyundai cars comparing with the competitor
is little bit expensive. In the above case more respondents are
saying that Price is somewhat expensive as compared with the
competitors.
10. The warranty terms offered by the Hyundai Motors India Limited are
satisfactory because Hyundai Motors India Limited offers 5 years
warranty and or upto 60,000 miles.
11. 25% of the respondents prefer Santro and then after this Accent &
Verna are two most demanding cars in Nanded region. It means
Santro, Accent and Verna are mostly preferred by the customers.
12. The delivery done by the Jaya Hyundai Pvt.Ltd. is satisfactory. In the
above case most of the respondents are saying that they had the
delivery in time i.e. they are satisfied with the delivery done by the
Jaya Hyundai.
13. Servicing department: 85% of the respondents are satisfied with
servicing department. The most of the customers are satisfied with
servicing department.
14. The complaints were tackled properly and on time. From the
analysis it is observed that complaints handled are effective and
customers are satisfied.
15. 80% of the respondents feel comfortable while driving. This feeling
makes customer delighted.
48
16. 85% of the respondents always prefer their Hyundai for the long
drive purpose. The most of the customers prefer their Hyun\dai for
long drive.
17. 53% of the respondents replied that if their intimates want to buy
new 4 wheeler then they would suggest Hyundai brand. Maximum
scope for the prospective customers.
18. 85 % of the customers are satisfied with look, safety and minimum
maintenance & repairing. The most of the customers are satisfied
with these parameters.
Chapter 8
Conclusions
8.1) CONCLUSION
The research project was fruitful experience. It enables to come across the
different opinion of the customer about the Jaya Hyundai Pvt. Ltd. In the
49
context of Price, Quality, Service Back up, maintenance and safety. It was
possible to understand the level of Customer Satisfaction factors which
influenced the Buying behaviour for Hyundai four wheelers.
Keeping in mind the findings of the study, the following are the
conclusions
The project also deals with the practical aspects of Customer satisfaction
and the factors which influenced buying behaviour for Hyundai cars.
It was also found out that Jaya Hyundai Pvt. Ltd. Is providing Satisfaction
to the customers through maintenance, Quality, safety but Customers are
not much satisfied with the Mileage so the company has to take efforts to
improve itself and move forward successfully.
19. The study reveals that more attention should be paid on the
professionals like Doctors, Engineers, Advocates and C.A.s as they
are the target customers.
20. As the Hyundai cars are slightly high priced, in order to capture the
automobile market, they must reduce the price slightly upto 10%.
21. The company should satisfy or even delight the customers with its
product quality like interiors and look and after sales services like
warranty & servicing so that they can capture most of the market.
22. Company should try to enhance its post sales services as preventive
measures for maximising the satisfaction level.
23. The preventive maintenance should be monitored on regular basis
to maintain the brand image and satisfaction of the customers
50
24. Company should design new and attractive offers as well as policies
such as warranty so as to satisfy the existing customers and to
attract the prospective customers
25. Free check up camps, more free servicing and extended warranty
are needed to attract more customer
The Hyundai cars are showing good response, future demand is going to
rise in the market. So company should try to make the cars more demand
oriented like more mileage providing & reduced pricing. So that it can
compete with the competitors in the market.
Chapter 9-
Suggestions
9.1) SUGGESTIONS
In this era of tough competition in the market it is compulsory for
company to provide some types of facilities to the customers to acquire
the best level of Customer satisfaction.
51
During this study I came across some points which if consider
would surely enhance the market share and customer satisfaction.
Company should design new and more attractive policies for
26. credit policies
27. cash discounts
28. warranty terms
Company should try to enhance its post sales services as preventive
measures.
the preventive maintenance should be monitored on regular basis.
29. Price features: - as Hyundai cars are more costly as compared to
other competitors, if they want to capture the automobile market,
they have to reduce the price slightly.
30. For Santro: - Power windows is needed.
31. For i-10, more power in c.c. is needed and for verna inbuilt spoiler is
needed
32. For Accent: - inbuilt LPG gas kit & music system is required.
33. Late service, loose delivery and unavailibity of spare parts should be
avoided. The quick, fast and timely service facility is to be
maintained
.
34. Free check up camps, more free servicing and extended warranty
are needed to attract more customer
35. We found that promotion greatly affect the market,so in my opinion company should promot its product regularly by making new and people attracting promotional strategies to increase its sale.
52
36. Personal touch with the customers :Asking the customer to come regularly for servicing even after the warrenty period.
37. Educating the customers:Jaya Hyundai should educate the customer about the maintenance of vehile
BIBLIOGRAPHY
BOOKS
53
38. Philip Kotler: “Marketing Management” prentice hall of India