Brand awareness of hyundai eon

Brand awareness of Hyundai Eon

CHAPTER -1

INTRODUCTION

1

G.K.M.C.M.T


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 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 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.

2

G.K.M.C.M.T


Brands identify the source of market of a product and allow consumers-either

individuals or organizations-to assign responsibility to a particular manufacturer or

distributor. Consumers may evaluate the identical product differently depending on how

it is branded. Consumers learn about brands through past experiences with the product

and its marketing program. They find out which brands satisfy their needs and which

ones do not. As consumers’ lives become more complicated, rushed, and time-starved,

the ability of a brand to simplify decisions making and reduce risk is invaluable.

Brands also perform valuable functions for firms. First, they simplify product

handling or tracing. Brands help to organize inventory and accounting records. A brand

also offers the firm legal protection for unique features or aspects of the product. The

brand name can be protected through registered trademarks; manufacturing processes can

be protected through patents; and packaging can be protected through copyrights and

designs. These intellectual property rights ensure that the firm can safely invest in the

brand and reap the benefits of a valuable asset.

Brands can signal a certain level of quality so that satisfied buyers can easily

choose the product again. Brand loyalty provides predictability and security of demand

for the firm and creates barriers to entry that make it difficult for other firms to enter the

market. Loyalty also can translate into a willingness to pay a higher price—often 20 to 25

percent more. Although competitors may easily duplicate manufacturing processes and

product designs, they cannot easily match lasting impressions in the minds of individuals

and organizations from years of marketing activity and product experience. In this sense,

branding can be seen as a powerful means to secure a competitive advantage. To firms,

brands thus represent enormously valuable pieces of legal property that can influence

consumer behavior, be sought and sold, provide the security of sustained future revenues

to their owner. Large earning multiple have been paid for brands in mergers or

acquisitions, starting with the boom years of the mid-1980s. The price premium is often

justified on the basis of assumptions of the extra profits that could be extracted and

sustained from the brands, as well as the tremendous difficulty and expense of creating

similar brands from scratch.

3

G.K.M.C.M.T


1.1 BACKGROUND OF THE PROBLEM

In the emerging knowledge based economy it has become necessary to know how

much market power lies with the brand name. The study of brand awareness is essential

in marketing planning. Customer needs and preferences keep changing where brands

ultimately command customer’s loyalty.

The realistic side of the problem is to know the acceptance level of the brand

awareness towards the product. This study will help us to understand the brand awareness

and what problems are being faced by the consumers, to which appropriate measures to

be taken to solve the problems.

This project has mainly been taken up to understand the brand awareness, buying

motives to ensure the “Brand awareness towards Hyundai Eon” apart from this, it is to

understand the new opportunities in the market for the improvement of brand awareness

and sales towards the products.

1.2 HYUNDAI MOTOR COMPANY

4

G.K.M.C.M.T


Hyundai Motor Company is a South Korean multinational automaker

headquartered in Seoul, South Korea. Hyundai was founded in 1967 and it, along

with Kia, together comprise the Hyundai Motor Group,

which is the world's fourth largest automobile

manufacturer in the world based on annual vehicle sales in

2010 after Toyota,General Motors, and Volkswagen

AG. As of 2011, it is the world's fastest growing automaker

for two years running. In 2008, Hyundai (without Kia) ranked as the eighth largest

automaker. In 2010, Hyundai sold over 3.6 million vehicles worldwide.

Hyundai operates the world's largest integrated automobile manufacturing

facility in Ulsan, which is capable of producing 1.6 million units annually. The company

employs about 75,000 persons worldwide. Hyundai vehicles are sold in 193 countries

through some 6,000 dealerships and showrooms.

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.

When Hyundai wanted to develop their own car, they hired George Turnbull, the former

Managing Director of Austin Morris at British Leyland. He in turn hired five other top

British car engineers. They were Kenneth Barnett body design, engineers John Simpson

and Edward Chapman, John Crosthwaite ex-BRM as chassis engineer and Peter Slater as

chief development engineer. In 1975, the Pony, the first Korean car, was released, with

styling by Giorgio Giugiaro of ItalDesign and power train 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 exported the Pony to Canada,

5

G.K.M.C.M.T

http://en.wikipedia.org/wiki/Showroom

http://en.wikipedia.org/wiki/Car_dealership

http://en.wikipedia.org/wiki/Ulsan

http://en.wikipedia.org/wiki/Volkswagen_AG

http://en.wikipedia.org/wiki/Volkswagen_AG

http://en.wikipedia.org/wiki/General_Motors

http://en.wikipedia.org/wiki/Toyota

http://en.wikipedia.org/wiki/Hyundai_Motor_Group

http://en.wikipedia.org/wiki/Kia_Motors

http://en.wikipedia.org/wiki/Seoul,_South_Korea

http://en.wikipedia.org/wiki/Multinational_corporation

http://en.wikipedia.org/wiki/South_Korea


but not to the United States, because the Pony didn't pass emissions standards there.

Canadian sales greatly exceeded expectations, and it was at one point the top-selling car

on the Canadian market. The Pony afforded a much higher degree of quality and

refinement in the lowest price auto segment than the Eastern-bloc imports of the period

then available.

In 1986, Hyundai began to sell cars in the United States, and the Excel was

nominated as "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 1996, Hyundai Motor India Limited was

established with a production plant in Irungattukottai near Chennai, India.

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 South

Korean won (US$106 million). As a result, Hyundai Vice Chairman and CEO, Kim

Dong-jin, replaced him as head of the company. On September 30, 2011, Yang Seung

Suk announced his retirement as CEO of Hyundai Motor Co. In the interim replacement

period, Chung Mong-koo and Kim Eok-jo will divide the duties of the CEO position.

1.2.1 HYUNDAI MOTOR INDIA LIMITED

6

G.K.M.C.M.T


Hyundai Motor India Limited was formed in 6 May 1996 by the Hyundai Motor

Company of South Korea. When Hyundai Motor Company entered the Indian

Automobile Market in 1996 the Hyundai brand was almost unknown throughout India.

During the entry of Hyundai in 1996, there were only five major automobile

manufacturers in India, i.e. MUL, HM, PAL, TELCO and M&M. Daewoo had entered

the Indian automobile market with Cielo just three years back while Ford, Opel

and Honda had entered less than a year back.

For more than a decade till Hyundai arrived, Maruti Suzuki had a complete

dominance and monopoly over the Passenger Cars segment because TELCO and M&M

were solely Utility and Commercial Vehicle Manufacturers. HMIL's first car,

the Hyundai Santro was launched in 23 September 1998 and was a runaway success.

Within a few months of its inception HMIL became the second largest automobile

manufacturer and the largest automobile exporter in India. Hyundai Motor India Limited

(HMIL) is a wholly owned subsidiary of Hyundai Motor Company (HMC), South Korea

and is the largest passenger car exporter and the second largest car manufacturer in India.

HMIL presently markets 6 models of passenger cars across segments. The A2 segment

includes the Santro, i10 and the i20, the A3 segment includes the Accent and the Verna,

the A5 segment includes the Sonata Transform and the SUV segment includes the Santa

Fe.

HMIL’s manufacturing plant near Chennai claims to have the most advanced

production, quality and testing capabilities in the country. To cater to rising demand,

HMIL commissioned its second plant in February 2008, which produces an additional

300,000 units per annum, raising HMIL’s total production capacity to 600,000 units per

annum.

HMIL has set up a research and development facility in the cyber city of

Hyderabad. As HMC’s global export hub for compact cars, HMIL is the first automotive

company in India to achieve the export of 10 lakh cars in just over a decade. HMIL

currently exports cars to more than 110 countries across EU, Africa, Middle East, Latin

America, Asia and Australia. It has been the number one exporter of passenger car of the

7

G.K.M.C.M.T

http://en.wikipedia.org/wiki/Hyundai_Santro

http://en.wikipedia.org/wiki/Mahindra_%26_Mahindra_Limited

http://en.wikipedia.org/wiki/TATA_Engineering_and_Locomotive_Company

http://en.wikipedia.org/wiki/Monopoly

http://en.wikipedia.org/wiki/Maruti_Suzuki

http://en.wikipedia.org/wiki/Honda_Siel_Cars_India

http://en.wikipedia.org/wiki/Opel_India_Private_Limited

http://en.wikipedia.org/wiki/Ford_India_Private_Limited

http://en.wikipedia.org/wiki/Daewoo_Cielo#1994.E2.80.931997:_Daewoo_Cielo

http://en.wikipedia.org/wiki/Daewoo_Motors

http://en.wikipedia.org/wiki/Mahindra_%26_Mahindra_Limited

http://en.wikipedia.org/wiki/TATA_Engineering_and_Locomotive_Company

http://en.wikipedia.org/wiki/Premier_Automobiles_Limited

http://en.wikipedia.org/wiki/Hindustan_Motors

http://en.wikipedia.org/wiki/Maruti_Udyog_Limited

http://en.wikipedia.org/wiki/South_Korea

http://en.wikipedia.org/wiki/Hyundai_Motor_Company

http://en.wikipedia.org/wiki/Hyundai_Motor_Company


country for the sixth year in a row. To support its growth and expansion plans, HMIL

currently has a 307 strong dealer network and 627 strong service points across India.

Manufacturing facilities

HMIL has two manufacturing plants in Sriperumbudur, Tamil Nadu capable of

producing 600,000 vehicles annually.

MODELS

Manufactured locally

1. Hyundai Accent Executive (Launched 2011)

2. Hyundai Santro Xing (Launched 2003)

3. Hyundai Uber Cool i20 (Launched 2008)

4. Hyundai Next Gen i10 (Launched 2010)

5. Hyundai Fluidic Verna (Launched 2011)

6. Hyundai EON (Launched 2011)

Imported

1. Hyundai Terracan (2003–2007)

2. Hyundai Elantra (2004–2007)

3. Hyundai Tucson (2005–2010)

4. Hyundai Sonata Transform (2010–2011)

5. Hyundai Santa Fe (Launched 2010)

6. Hyundai Sonata (Launched 2012)

Discontinued

8

G.K.M.C.M.T

http://en.wikipedia.org/wiki/Tamil_Nadu

http://en.wikipedia.org/wiki/Sriperumbudur


1. Hyundai Santro (1998–2001)

2. Hyundai Accent GTX (1999–2002)

3. Hyundai New Look Santro (2001–2003)

4. Hyundai Sonata Gold (2001–2005)

5. Hyundai Accent Viva (2002–2004)

6. Hyundai Accent CRDi (2002–2004)

7. Hyundai Atos Prime (2003–2008)

8. Hyundai Getz (2004–2007)

9. Hyundai Accent GLS (2004–2005)

10.Hyundai Amica (2005–2008)

11.Hyundai Sonata Embera (2005–2009)

12.Hyundai Accent GLE (2006–2011)

13.Hyundai Verna (2006–2010)

14.Hyundai Getz Prime (2007–2010)

15.Hyundai i10 (2007-2010)

16.Hyundai Verna Transform (2010-2011)

1.2.2 SALES AND SERVICE NETWORK

As of March 2011, HMIL has 451 dealerships and more than 647 Hyundai

authorised Service Centers in 340 cities across India. HMIL also operates its own

dealerships known as Hyundai Motor Plazas in large metros across India. HMIL has the

second largest sales and service network in India after Maruti Suzuki

9

G.K.M.C.M.T


10

G.K.M.C.M.T

Hyundai Motor India Limited Annual Sales

Calendar Year Domestic Sales Exports Total

1999 17,627 20 17,647

2000 82,896 3,823 86,719

2001 87,175 6,092 93,267

2002 102,806 8,245 111,051

2003 120,325 30,416 150,741

2004 139,759 75,871 215,630

2005 156,291 96,560 252,851

2006 186,174 113,339 299,513

2007 200,411 126,749 327,160

2008 245,397 243,919 489,316

2009 289,863 270,017 559,880

2010 356,717 247,102 603,819

2011 373,709 242,330 616,039


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 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”.

1.2.3 HYUNDAI’S MILESTONES:

1947: The Hyundai Group is founded by Chung Ju-yung as a

construction company. The company, Hyundai Civil Works Co. is

formally established on May 25, 1947.

1967 : Hyundai motor company founded in seoul (south korea)

1968 : licensing agreement signed with ford

1968 : Cortina, first car launched

1975 : PONY first Korean car was launched

1986 : Sales in U.S.A commences

1988 : Sonata Launched

1996:Cumulative exports surpass 4 million units,cumulative

production surpass 10 million units

11

G.K.M.C.M.T


1998 : Hyundai motors India limited was launched at Chennai with its

plant in Irrungattukatoi.

1999 : selected as the official sponsor of 2002 FIFA world cup.

2004 : Hyundai ranked as the 2 best compact car in the world

2007 : I10 was launched, the much awaited car.

2009 : I20 was launched.

2010 :Launch of All New Next Gen i10 , Launch of SUV Santa Fe

2011: New Fluidic Verna launched, Santa Fe awarded ‘SUV of the

Year’ by Car India Awards 2011.

2012: HMIL gets the 'Automotive Company Of the Year 2011' Golden

Steering Award ,Eon gets the 'Entry-Level Hatchback Of The Year' at

ET Zig wheels Awards 2011 ,HMIL gets the 'Best Car Manufacturer

2012' award by Motor Vikatan magazine.

1.2.4 HISTORY OF AUTOMOBILES IN WORLD SCENARIO

12

G.K.M.C.M.T


In 1769, a French Engineer Captain Nicholas built the first load vehicle propelled

by its own power. It was a three-wheeler four-seater vehicle fitted with steam engine. It

attained a speed of about 2 Y2 MPH for 15 minutes. In 1880, German & French efforts

developed an internal combustion engine vehicle. The present day automobile is the

development of this vehicle. In 1885, Bent in Germany built a tricycle propelled by an

internal combustion engine in Germany In 1885-86, Gottlief Daimlet patented an internal

combustion engine in Germany. In 1895, Charles E. Duryes and Elwood and J.Haynes in

America developed an experimental automobile. In this year pan chard and elevator in

French also developed a car with motor execution and incorporated, the chief features of

the automobile as we know it today. In 1890-95,

The European designers were also active in the development of the automobiles.

In 1895, European designers purchased from France had the engine placed in front of

chassis, housed on to a sliding gear transmission and incorporated brake pedal clutch and

accelerator. In 1900, the design of the automotive was so improved that it awakened the

public to the fact that this new form of the transportation was really practical form.

In1906, many of the great name around which the world’s largest manufacturing industry

was to be built in America had already begin to manufacture the automobile vehicle

Packard, autocar olds mobile, while, Bulk Overland, Ford, Cadillac-C etc., all these

names were on motor vehicles before 1905. pierce-Arrow, Locomotive, Maxwell,

Franking and peerless were also important in that time in the technical and commercial

development of the motor vehicle.

In 1920, there was a gradual change and refinement in automobile design It was

clear by that the spark ignition gasoline engine was the power plant of the modem motor

vehicle water-cooled engines were almost universal. The sliding gear transmission had

established itself as predominant. The puppet value was used in almost every engine

design. Engines were also located in the chassis . In this period the major improvements

were made in very carry feature. The designers tried to produce a vehicle which will

function at all times under all conditions and which were comfortable to ride and easy

operate. Increased life of tires, independent front wheel suspension, four wheel hydraulic

breaks, high compression ration, higher power, use of now materials and hundred’s of

13

G.K.M.C.M.T


other changes have been made. In recent years, the passengers car chassis construction

has been forced to shape itself tore-designed bodies, while in the field of truck design,

body-chassis problems now get simultaneous consideration to a greater than even before.

Fluid play wheels, freewheeling over drives, automatic transmission and many other

newer features are in the today’s car. The diesel engine was invented only a few years

after the spark ignition engine car had engine in the years had provided the owner with

cars that are afe, easier to drive, more reliable and comfortable.

1.2.5 AUTOMOBILES IN INDIAN SCENARIO

The most visible signs of entry of automobile multinational companies (MNC’s)

into India is the hue of multi colored cars seen on Indian roads, of courses this does not

mean that the changes effected but those MNC’s are only cosmetic. The truth is that their

entry has led to far reaching changes in both manufacturing marketing of automobiles.

The transition has been necessitated by the entrance of international companies

accompanied by the infusion of modem technology. These manufactures continued to

maintain their monopoly as to regulations then exist in the country did not permit any

reputable automobile manufacturer to establish company here.

While elsewhere in the world survival for automakers depended on introduction

of cars with better technology at that time was a mute spectator to all these technological

advances were protected and monopolist regime. The Indian automobile industry is at the

threshold of a transition that will affect all the segments from two wheelers to tractors.

This tradition has been necessitated by the entrances of MNC’s by the infusion of

modern technology. In the coming years all segments in the industry will face challenges

on account of either over supply price was or a shifty in consumers preferences.

This is likely to be felt more intensively in passenger car segments than in other

segments in the industry with a 25% present growth of $8 billion. Indian automobile is

one of the fastest growing industry in the world. The major automobile industry is one of

14

G.K.M.C.M.T


the fasted growing world. The major auto manufacturers are well aware of the galloping

growth rate and most of them have rushed to set up company in India to slice of the

potentially gigantic market.

The automobile industry long stifled in the era of the controls, is emerging as a

driving force for the engineering sector with almost all the global leaders in the industry

setting up a company in India. There is an old saying” take a pan with some water, put

frog in it and start heating it, frog will never realize that with the rise in temperature in is

nearing its death but if you put the frog in a pan of hot water, it will at once jump out.”

Indian industries are in a similar situation, before liberalization, hey never realized that

they are nearing death. It was only after the liberalization they realized.

In the coming years all segments in the industry will face challenges on account

of either over supply price wars or a shift in consumers preferences.. The trend in India is

being changed by the so-called statues, need and necessary the people who previously

went on bikes now go on cars not just one particular car but a variety of choicer among

them. So, the result is upgrade in the salad of cars in India which was pretty low. The

automobile not only an issue of consumption. It is regarded by the government as a sector

that drives an entire economy.

In 1991, the Government of India, announced an economic policy package and

initiated measures which may be said to have brought about a qualitative change in the

pattern of government business relationship and statically altered the character of

business of environment. With the entry of MNC’s and growth of foreign companies,

domestic product markets are being increasingly subjected to forces of competition. It

was in July, 1991 that the liberalization of economic policy started in real terms. India

opened it’s gated to foreign investors who were seriously looking fore untapped markets

to prop up the sagging global passenger car segment.

Most of this automobile MNC’s entered into joint ventures with existing Indian

automobiles manufacturer and simply used up the existing facilities to assemble their

cars. So, the entry of Mac’s into the Indian protected market created a wide range of

15

G.K.M.C.M.T


choice for the buyers with latest models for the ultimate satisfaction of the customers.

Very soon one can expect a multitude of years specially designed and priced for Indians

to hit the market. The new competitors are offering product technologies that are far more

advanced than the Maruti of 80’s vintage. Many say that competition brings out the best

in the people posing challenges for all the old and new in the automobile industry.

In1769, a French engineer CAPTIN NICHOLAS built the first load the vehicle

propelled by its own power. It was a three-wheeler, four-seatwork vehicle fitted with

steam engine.It attained a peed of about 21/2 M.P.H. for 15 minute. In 1880. German &

French efforts developed of this vehicle. In 1885, Benz in Germany built a tricycle

propelled an internal combustion engine. In 1885-86, Gottleef daimlet patented an

internal combustion engine.

In 1895, Charles e.duryes and Elwood and J. Haynes in America developed

experimental automobile. In this year Panchard and Levamor in France also developed a

car with minor executions incorporated the chief features of the automobile as we know it

today. In 1890-95, the European designers were also active in the development of

automobile. In 1900. The design of the automobile so improved that it awakened the

public to the fact that it was new form of transportation.

In 1906, many of the great names around which the world’s largest manufacturing

industry was to be built in America had already begin to manufacture the automobile

vehicle, Packard, Auto car –Oldsmobile, white, bulk overland, ford, cadillan-c etc., all

these names were, motor vehicles before 1905. Pierce-arrow, locomotive, Maxwell,

franking and peerless were also important at that time in the technical and commercial

development of the motor vehicle.

In 1920, there was a gradual change and refinement in automobile design. It was

clear by the spark ignition gasoline engine, which was the power plant of the modern

16

G.K.M.C.M.T


motor; vehicle water-cooled engine was almost universal. The sliding gear transmission

had established itself as predominant. The puppet value was used in almost every engine.

Engines were all located of the chassis. In this period the major developments were made

in every carry features. The designers tried to produce a vehicle which will function at all

times under all conditions and which were comfortable to ride and easy to operate.

Increased life of tyres ,independent, front wheel suspension, four wheeler

hydraulic brakes, high compressions ratio, higher power, use of new materials and

hundreds of other changes have been made. In recent years, the passenger car’s chassis

construction has been forced to shape itself and redesigned bodies. While in the field of

truck design , body chassis problems now get simultaneous consideration to automatic

transmission and many other new feature are in today’s car. The diesel engine was

invented only a few years after the spark ignition engine cars came into existence. Cars

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

comfortable.

1.2.6 HYUNDAI - EON

17

G.K.M.C.M.T


South Korean car maker Hyundai, claimed to be world’s fastest growing

automaker and fourth largest car manufacturer across the globe, has introduced its eight

car and fourth hatchback-Hyundai EON in India. Within no time after its incorporation

in 1996 in India Hyundai Motor India became the country’s second largest car

manufacturer and it offers seven cars in India including three hatchbacks, three sedans

and one SUV. The eight addition of a hatchback was earlier known as Hyundai HA and

Hyundai 800 in car market. However the company started publicizing the name-EON

soon after that. Hyundai EON is blowing trumpet left, right and centre with this three

letter name which actually means ‘long period of time’. According to Hyundai ‘India is

ON’ now with the advent of this bug-eyed hatchback.

Produced at Hyundai’s Chennai plant, the EON car has been conceived, designed

and developed over four years, keeping the Indian consumer’s preferences in mind and is

not a hurried result. Chennai-based Hyundai’s research and development team in

Hyderabad worked in tandem with Hyundai’s R&D engineers in Korea to develop the

Eon exclusively for the market in India. The new Hyundai small car is sure to stir

competition in the under Rs 3 lakh price range as it is accorded with a starting price of Rs

2.69 lakh (ex-showroom Delhi). It yells to be a close rival of cars from top player Maruti

India and homegrown Tata Motors. It will be the arch enemy of Maruti’s bestselling car

‘Maruti Alto’ and will no doubt sit over Tata Nano. Although the car is launched the

actual sales and acute competition will be visible after a few months only when the car

will be perfectly perceived by the Indian audience. Being priced affordably, it will also

prove to be an excellent option of people’s hatchback Maruti 800 which is thinking of a

re-launch.

A hatchback by body built-up, EON is the lowest priced car by Hyundai in India

running on and on and on at 21.1 kmpl mileage. It is powered by 814cc engine. The

mighty petrol engine is packed in all 6 variants released at the time of launch and will

18

G.K.M.C.M.T


manage to deliver maximum power of 56 bhp at 5,500 rpm which is quite enough to

power a small hatch. What’s more interesting is that Hyundai Motors India unveiled 3

more new variants of Hyundai Eon, namely D-Lite plus, Era plus and Eon Magna plus in

2012. These variants are priced more than the corresponding variants but with more

features on board. All these three variants are offered to the consumers in LPG options

too. The company took a wise decision by launching LPG variants for the consumers as

the fuel prices are amplifying with a super speed, which is preventing the people from

buying petrol vehicles. These 3 variants are priced intelligently that it won’t burn a hole

in your pocket. At this point of time, Hyundai Motors India tagged along with the policy

of ‘Go Green’ and designed its LPG variants as a part of Hyundai’s Blue Drive range that

is in the company of factory fitted individual 32 litre of petrol and 34 litres of LPG tanks,

which make sure safety to the consumers together with a 2 year warranty.

Hyundai EON inherits its looks from Hyundai i10 but it is relatively smaller. At

the same time it has some things in common to Hyundai Santro also. The new Hyundai

car is much inspired by the company’s new Fluidic design platform also used in other

cars of Hyundai. The front of Hyundai’s small car EON, similar to Hyundai Verna

Fluidic, is much satisfactory with hexagonal grille and sweeping headlamps slanting

towards back, while it has a side similar to Hyundai i10. It would seem to be too much of

boasting but the wheel arches and shoulder line parallels Mercedes CLS Class in

appearance. It shows-off an exclusive curvy rear with half-moonlike tail-lights to lure

youngsters. The design revolution continues in the roomy interiors also, where there is a

comfortable seating option for four persons.

In order to keep pricing in control, not plethora of features are given on EON but

the list is certainly not condemnable. The higher end variants Magna and Sportz house

advanced features such as power steering and power windows that can be operated with

the touch of a button. Safety features including Anti-lock Braking System, EBD etc are

missing from Hyundai EON although driver side airbag on EON Sportz ensures that

EON is the safest car in its class. Amongst the new pricey variants of Hyundai Eon, the

new D-Lite Plus model comes with powerful air conditioning system and power steering,

19

G.K.M.C.M.T


which provides a terrific ride to the owner. On the other hand, Hyundai Eon Era Plus

features central locking system, power windows while Hyundai Eon Magna Plus has 2-

Din audio system with USB support that would make the ride much more entertaining

and fun.

Following its low price, Hyundai has cut some features but surely stands on

pedestal in front of Maruti 800 and Tata Nano who can be treated as mere audience in

front of EON. The unique digital gear shift indicator helps attain maximum optimum gear

usage and best possible fuel efficiency. Alternate Management System allows control of

power supply to a battery depending on the load and thus reduces fuel consumption and

improves entire performance. Now, what else an Indian buyer wants.

Hyundai EON Petrol Models

20

G.K.M.C.M.T


Hyundai EON D Lite

This is the base variant of Hyundai EON and is powered by 814cc engine. This variant has no power steering, power windows and is a standard model with heater and 4 blowers, child lock, chrome radiator grille, engine immobilizer, rear seat belts, cup holder, remote tail gate release, low fuel indicator and 2-tone beige and brown interiors.

Hyundai EON D Lite Plus

This is the improved base model of Hyundai EON and has the same engine specifications and same features as D-Lite but has an AC and full wheel cover with Hub cap.

Hyundai EON Magna Plus

If you seek front and rear speaker grille, utility options like rear parcel tray, 2 DIN Radio+CD+MP3 Audio with 2 speakers in front, USB Port, Aux-in Port and a digital clock, Hyundai EON Magna is the best option for you.

Hyundai EON Sportz

There are some buyers who cannot just be satisfied without a keyless entry and consider safety to be on priority. For such customers, Hyundai EON Sportz is the suitable choice. This is the high end variant with all the features offered in other models along with front fog, lamps, driver side airbag, keyless entry, body color outside mirror and door handles, metallic finish 3 spoke steering wheel unlike other variants which have 2 spoke steering. It also adorns metallic finished inside door handles which enhance the sporty style on EON.

Hyundai EON Era Plus

Tinted glass, body color bumpers are found in this model of Hyundai EON. Other specs are same as predecessor but a metallic finish centre console and electric power steering are introduced in this.

Hyundai EON LPG Models

21

G.K.M.C.M.T


Hyundai EON Mileage

Hyundai EON is parading all round the country to

spread the word that the car gives phenomenal mileage that

will bring cheers to EON customers this Diwali. An ARAI

certified mileage of 21 kmpl is something which can drop

many jaws seeing the size and price of the car. The highly

appraisable Hyundai’s hatchback EON comes powered with 814cc, 3 cylinder petrol

engine which is capable of producing peak power of 56 bhp@5,500 rpm and 76 Nm of

maximum torque at 4,000 rpm. Besides the petrol version, the company also offers

Hyundai Eon LPG variants on D-Lite plus, Era plus and Magna Plus. All these variants

also deliver similar amount of power and torque accompanied with the mileage that

would give other cars a run for their money. All variants’ engines are coupled to a five

speed manual gearbox. The hatchback is quite fuel efficient and the engine is designed in

such a way that it becomes most fuel efficient car in its segment. Moreover the Alternator

Management System present in top variant reduces fuel-consumption and meliorates

22

G.K.M.C.M.T

Hyundai EON LPG D Lite Plus

This new Eon variant will be offered to the Indian consumers with LPG option that would surely control your budget in terms of fuel. The car will run on LPG and churn out impressive power and torque that would deliver a remarkable mileage.

Hyundai EON LPG Era Plus

Hyundai Eon Era Plus is positioned just above the Era plus model and is available in LPG. Giving an LPG option on the car model has definitely helped the car to gain more consumers.

Hyundai EON LPG Magna Plus

Hyundai Eon Magna Plus is the highest amongst the LPG variants introduced by Hyundai.


overall performance. Hyundai EON possess all ability to beat Maruti Alto which offers a

mileage of 20.2 kmpl. Something exceptional like this is enough in a mileage-ridden

country like India.

Power of Hyundai EON

Hyundai EON, the petite car with 814cc petrol power

plant with 3 cylinders and 9 valves is capable of

generating maximum power of 56 bhp at 5,500 rpm and

produces peak torque of 76 Nm at 4,000 rpm through a five

speed manual gearbox. Since the power train carries an 814cc

engine, the power and acceleration delivered by EON can beat Alto’s 796 cc engine but

cannot stay over the newly launched 998 cc K10 engine of Maruti Alto which delivers 68

bhp of power. ‘Very powerful’ term cannot be attributed to Hyundai EON but overall,

EON is a city car with a decent engine tuned to perform well in even congested city

roads. On the other hand, the Hyundai Eon LPG variants (D-Lite Plus, Era Plus and

Magna Plus) churn out similar power and torque that gives the owner a delight to drive

and makes the car fuel efficient so that it isn’t heavy on your pocket.

Hyundai EON Colours

These colors are available with all variants of Hyundai EON

Coral White Pristine Blue Dark Grey Metallic Sleek Silver Maharajah Red Mushroom

Acceleration & Pick-Up

As far as the acceleration of Hyundai EON is

concerned, the hatchback, loaded with 814cc engine, and

23

G.K.M.C.M.T


the engine output is transmitted through a five speed manual gearbox. The engine

promises to offer usual acceleration that crosses the speed of 100 km per hour from nil in

21.1 seconds. This hatchback will be able to reach a top speed of 135 km per hour. The

hatchback has decent pick-up but is essentially a city car. Unfavorable road conditions

can make the drive a little treble and vibration at idle status can be received with EON.

However, the engine has reasonable amount of pep. The Hyundai Eon LPG is alike to the

other petrol variants of the small car and delivers great pick-up and acceleration. When

accelerated, Hyundai Eon LPG touches its top speed in merely few seconds.

Hyundai EON Exteriors

Hyundai EON is based on the platform of

Hyundai i10 but is essentially smaller than it. Pictures of

this car suggest that it will not share Santro's tall boy

proportions. Clever use of steel in varied proportion and

thickness enables EON to be reasonably stiff and light.

EON which means an 'indefinitely long period of time' hints that the Korean car makers

are relying on the hatch big time. Features of Hyundai EON make it a strong contender of

Maruti Alto, Chevrolet Spark, Indica e-Xeta and Tata Nano among which the Alto is the

arch rival. Hyundai EON has a reinforced body structure. The body structure of EON is

pretty strong with square shaped radiator panel and reinforcement on the floor panel.

The hatch has an independent type of front displaying a sporty look. The front end

gets the hexagonal chrome tip radiator grille, which is now the new global face of all

Hyundai cars. Meanwhile, large headlights with chrome detailing and clamp type bonnet

enhance luxury element in the car. The front look is dominated by steeply raked front

windscreen. Even the tight-fit roof with a micro antenna renders the sporty look to

Hyundai EON. Fog lamps will not be a standard fitment but they are present on top-end

24

G.K.M.C.M.T


variant of Hyundai EON in triangular shape. The small car gets body colored bumpers in

4 of its top variants.

In profile, the Hyundai EON gets a rather sweeping shoulder line and body

colored door handles and side mirrors. The wheels have full cover with hub cap looks

slick and stylish while cruising. The shoulder line and the wheel arches can be compared

to super luxurious Mercedes-Benz CLS-Class. A sharp ridge runs up the B &C-pillar at

the sides. There is a keyless entry option in high end variant which also adorns body

color door handle and side mirrors.

Eon’s rear is very curvy and splitted giving the car a crunched look from back.

One can find an integrated spoiler at the rear side which will enhance the aerodynamics

of the small car. Hyundai EON gradually gets wider at its rear and can seat 5 although

comfortably 4 can fit in the car. Elongated and squeezed tail lights give it a unique half-

moon like look different than Nissan Micra and Maruti Alto. It comes devoid of a quarter

glass on the rear door enhancing the sportiness of the car. The rear bumpers are also bent

towards the ground that exhaust pipe seems to be out of one’s vision. Hyundai Eon LPG

variants have no prominent changes on the exteriors. But, the firm has added on gift shift

indicators and body colored bumpers, which make it look more stylish and in sync with

the entire look.

Hyundai EON Interior

Hyundai EON at a price tag of Rs 2.69 lakh (ex-showroom Delhi) is the cheapest

Hyundai car in India. But still, many interior features are loaded in EON. The roomy

interiors are done with 2-tone beige and brown colors. The floor console is deluxe with

enough leg space for front passengers. Hyundai

designers sampled a considerable 30 mineral water

25

G.K.M.C.M.T


bottles for size before designing the door pad of EON. While the front seats are bucket-

type, there is upright seating position for rear-seat passengers to place their feet under the

front seats. Thigh support is fairly decent and headroom is sufficient as well. The best

place to sit, of course, is up front. The seats are reasonably large and supportive and

semi-cloth premium seat upholstery is used to cover them. Boot space is something on

which car can trump over its competitors. But buyers will have to mull for long over

knee-room for rear-seat passengers which is supposed to be tight, especially when there’s

a tall driver at the wheel.

EON is based on fluidic model of Hyundai for smooth and comfortable journey.

The five-seater car features power and tilt steering, front power windows, armrests, air

conditioner and 3 spoke metallic finish steering wheel in the partially and fully loaded

variants but the base variant of Hyundai EON is devoid of these features. However,

exclusive dashboard storage with pedestal space, cup holders and 3 assist grips are

present on the base D Lite model. Driver seat adjustment will be manual and remote

levers for fuel lid and tail gate are standard in all variants.

The interior space is said to be better than Maruti Alto with good amount of leg

space. A 5-speed manual gearbox can be seen in the cabin with a digital gear shift

indicator in futuristic instrument panel. EON sports a CD player with Radio and MP3,

USB support with AUX-in port and remote locking (not in all 6variants). Moreover,

utility features like map-pockets in front with bottle holder, rear parcel tray, metallic

finish curvy central console and molded door trims are add-on features in some variants

of Hyundai EON. The company is expecting to drive volumes with this low cost car

which is designed keeping the urban audience in view.

Talking about the interior features of Hyundai Eon LPG variants (D-Lite Plus, Era

Plus and Magna Plus); they are no less in any way. The Hyundai Eon D-Lite Plus

features an impressive air conditioning system along with power steering making the ride

for the owner much simpler and pleasant. On the other hand, the Hyundai Eon Era Plus is

a higher model than D-Lite plus and features central locking system along with power

26

G.K.M.C.M.T


windows. The highest LPG variant, Hyundai Eon Magna Plus and is loaded with ample

features, including power steering, power windows, air conditioning system, heater,

central locking and 2-Din audio/MP3 player with USB support.

Interior Comfort

Air Conditioner has not made its way in the base variant to incorporate it at

reasonable price of Rs 2.69 lakh, but has gradually been added in all 5 variants to provide

comfortable journey in sunny weather. ‘Automatic’ is a word far from the dictionary of

Hyundai EON with all simple features. However remote locking as well as child lock is

added to the feature list for a time saving key-less entry. Full size arm-rests are given on

the front doors but auto-wiper is missing. Two rear seat belts are provided on spacious

and comfortable seats done with semi-cloth upholstery in addition to the front seat belts.

A unique feature is the ‘low fuel warning’ which allows driver to know in advance that

the petrol tank needs fuel. Hyundai EON would not attract complaints regarding faulty

features causing accidents like Tata Nano as the car comes with driver seat airbag,

reinforced body structure, engine immobilizer, incise rear view mirror and front fog

lamps. Dual Tripmeter is also given as a convenient feature in Hyundai EON. Similar

kinds of comfort features are also present in Hyundai Eon LPG variants making the car

exclusive and very competitive. Overall, the car will be as comfortable as is Hyundai i10

or Hyundai Santro and interior build quality will speak for itself and offer more comfort.

Hyundai EON Engine and Performance

The very naive small car Hyundai EON has hit Indian market with 814 cc three

cylinder petrol SOHC 9 Valve engine exhibiting a decent power of 56 bhp (56 Ps) and 76

Nm of torque. The Hyundai Eon LPG variants have similar engine specification, but

being run on LPG, the fuel efficiency increases a bit

more. The maximum power is applied at 5,500 rpm and

maximum torque is applied on wheels at 4,000 rpm.

27

G.K.M.C.M.T


This engine is comparable to Hyundai Santro and is better than Maruti Alto’s 796 cc base

engine delivering power of 47 Ps. One cannot determine the actual performance of this

hatch just by gazing at the car. Its size can dodge you as this small car attains a

phenomenal top speed 135 kmph and can manage the acceleration of 0-100 km in just

21.1 sec especially on city roads. According to sources, Hyundai EON petrol makes some

amount of vibration at start but the engine gradually smoothens up after the move. The

fuel tank capacity is 32 litre, whereas the LPG models of Hyundai Eon comes with a fuel

tank capacity of 34 litres. The ARAI certified mileage of the petrol version of this car is

exceptionally good at 21.1 kmpl. The brilliant ‘Toroidal’ tank in the new Hyundai Eon

LPG variants endow with much bigger boot space instead of the archetypal and expected

LPG-fitted models that are available in the market today.

Wheels

Wheels are an attractive feature on Hyundai EON

petrol and LPG variants. Normally for small cars, small

wheelbase is anticipated. However, long wheelbase is

equipped in Hyundai EON (2,380 mm) Hyundai EON

tyre size is 145/80 R12 on Hyundai EON D Lite, Hyundai

EON D Lite Plus and Hyundai EON Era whereas a tyre of

the size of 155/70 R13 dress on Hyundai EON Magna, Hyundai EON Magna Plus and

Hyundai EON Sportz. McPherson Strut with Coil Spring & Anti-Roll Bar bar suspension

is connected to the front wheel whereas Torsion Beam Axle with Coil Spring is attached

to the rear wheels. Steel wheels are covered with full wheel cover with hub cap in first 3

variants gives EON a grand appearance.

Braking & Handling

The Breaking and Handling of Hyundai EON is marked by an excellent braking

system to ensure utmost safety of the passengers even at the top speed of 135 kmph. The

front brakes of this car are disc brakes and the rear brakes will be drum. The powerful

brakes help the car bring to halt to avoid any untoward

28

G.K.M.C.M.T


happenings. In all, we can say that the car offers expected stability and comfort to the

user compared to any other small car in the segment. Gas type shock absorber gives extra

stability to the car. Tubeless tyres give extra safety as chances of sudden air leakage,

vanishes during accident. Moreover, better heat dissipation, balanced weight and cost

saving is ensured. All the variants are accompanied with great braking and handling

specifications including the LPG variants, Hyundai Eon D-Lite Plus, Era Plus and Magna

Plus.

Handling & Safety

The safety is taken care of by Hyundai India.

EON, being a small with 814 cc engine mated to 5 speed

manual transmission, offers ease of handling and safety

on the Indian roads. EON is blessed with driver side

airbag. The reinforced structured on EON is extremely

strong with a square shaped radiator support panel, reinforcement on floor panel and door

side impact beams. All of them bolster the already strong structure and provide

connection strength to counter the huge forces generated on impact. It offers a seating

arrangement for 5 passengers who can view the rear side with the help of a mirror in the

console. Targeted as an A segment car, it offers the rear seat belts ensuring the safety for

the rear occupants too by pulling the belts tautly against the passengers in case of

accidents. The remote locking system with child lock is featured in the car to avoid car

thefts. The car is expected to offer a smooth drive and comfortable handling even at a

high speeds. Hyundai EON will be quite agile and keen when turning into corners. Other

safety features such are front fog lamps, keyless entry and engine immobilizer. All in all

it is small wonder car in Indian market.

Stereo & Accessories in Hyundai EON

29

G.K.M.C.M.T


Hyundai EON carries off well a 2 DIN Audio CD

player with radio and MP3 player. Also, USB

connectivity and AUX-in supports are given to enhance

entertainment. The car caters to all audiences and takes

care of all the features including music and

entertainment. Accessories include rear parcel tray, cup

holders, and map pockets with bottle holder, floor console

storage.

Hyundai Eon specification

Variants Transmission

Engine Descripti

on

Mileage

Power AC Power Steerin

g

Central

Locking

City Highway

DLite

(Petrol) Manual

814cc3

Cylinder 9 Valve

17.3 21.1 55bhp @ 5500rpm

Not Availabl

e

Not Availab

le

Not Available

D Lite Optional(Petrol) Manual

814cc3

Cylinder 9 Valve

17.3 21.1 55bhp @ 5500rpm

Standard Standard

Not Available

Magna Optional(Petrol)

814cc3

Cylinder

30

G.K.M.C.M.T


Manual 9 Valve 17.3 21.1 55bhp @ 5500rpm

Standard Standard

Standard

Sportz (Petrol)

Manual

814cc3

Cylinder 9 Valve

17.3 21.1 55bhp @ 5500rpm

Standard Standard

Standard

Era (Petrol)

Manual

814cc3

Cylinder 9 Valve

17.3 21.1 55bhp @ 5500rpm

Standard Standard

Not Available

LPG (LPG)

Manual

814cc3

Cylinder 9 Valve

17.3 21.1 5bhp @ 5500rpm

Standard Standard

Not Available

LPG Era Plus (LP

G) Manual

814cc3

Cylinder 9 Valve

17.3 21.1 55bhp @ 5500rpm

Standard Standard

Not Available

LPG Magna Plus(LP

G)

Manual

814cc3

Cylinder 9 Valve

17.3 21.1 55bhp @ 5500rpm

Standard Standard

Standard

HYUNDAI EON PRICE

31

G.K.M.C.M.T


1.2.7 COMPANY PROFILE

32

G.K.M.C.M.T

MODEL Ex-Showroom Prices (Rs.)

EON Dlite (S) 277,349

EON Dlite (M) 280,972

EON D-Lite + (S) 306,340

EON D-Lite + (M) 309,962

EON ERA + (S) 320,725

EON ERA + (M) 324,348

EON D-Lite + (S) LPG 334,714

EON D-Lite + (M) LPG 338,337

EON ERA + (S) LPG 349,115

EON Magna + (S) 351,551

EON ERA + (M) LPG 352,738

EON Magna + (M) 355,174

EON Magna + (S) LPG 379,923

EON Sportz (S) 380,321

EON Magna + (M) LPG 383,546

EON Sportz (M) 383,944


VTJ having lead the history of sea food exporters in Kochi, is now coming up

with one of the largest Hyundai passenger car dealer situated at the centre of automobile

hub Kundanoor -Kochi. VTJ the 3’s facility,

currently has a strong sales and service point with

more than 35,000 Sq.Ft covered area. It will cater

100 vehicles in single shift supported by its 22

service and 10body shop bays which will truly see

furthur expansion in coming years.

VTJ will respond to the fast changing customer expectation & are fully dedicated

to provide satisfaction to all who deals with them by its profiled and professional talents

in all departments.VTJ is entitled to wards global organizational culture that will ensure

the priortizes customers by all means. Within the shortest span of time vtj has built a

record of 2nd place in retail sales (Q2) and 3rd place in India for customer care, in the

year 2011.

“We deliver Happiness – Feel the Happiness of owning and driving your Dream

Hyundai car”& We Value The Journey.VTJ, a name synonymous with the Sea foods

exporting business, is one of the major automobile

dealers in Kochi, today. Located at Kundannoor, a

place deemed as the automobile hub of Kochi, VTJ,

after analyzing the significance of an esteemed and

loyal dealer, who would cater to the growing needs of

the family, provide better after-sales service and abide by

norms of Corporate Social Responsibility and stick to the principles of better business,

is a new window for Hyundai passenger cars. Being ranked second in Retail sales and

third in Customer care in 2011, the very same year of its inception, VTJ is single-

33

G.K.M.C.M.T


mindedly oriented towards the Global organizational culture that is vowed at “Customer

is the King” ideology.

SERVICE FACILITIES

Genuine spare parts

VTJ provies genuine parts which are needed for the vehicles .They hold a very

large inventory store for the spare

parts.Easily available from the store and all

the additional fittings that are needed for

the vehichle are available here. All the

genuine parts of the vehicle can be changed

there it self.

Happiness delivered

They see that all the customers are happy

and wether all the customer needs are

satisfied. They offer customer relation

executive to make sure that the customer’s

needs are fully satisfied.

34

G.K.M.C.M.T


24 x 7 mobile assistance

They provide 24 x 7 mobile service to

the customers .If any problem happens to

the vehicle then the customer can ring a

call and the technicians will be there within

a few time, thus they provide a full time

service to the customers.

Fully equipped bays

They holds a fully equipped bay that

can hold upto twenty cars at a time.thus

these twenty cars can be checked at the

same time.

Sophisticated equipments

They have the latest technology used

for paint shops. All the equipments are

easy to handle and the work can be

finished within no time.

35

G.K.M.C.M.T


Pickup & delivery

They give pickup and delivery service

to the vehicles. If the customers are busy

they can call and register the vehicle will

be picked up and delivered on time as per

the customers wish.

Experienced, trained man power

The technicians who are working here

are trained persons and they have high

experience also. Since they are experienced

they can afford any type of work that had

been given to them and will finish it in

time.

Quick service in 2 hour

They provide a quick service of the

vehicle within two hours. Full check up of

the car can be done within a short period of

time.

36

G.K.M.C.M.T


Internet facility

They provide internet facility to all the

customers to check and to collect all the

data that are needed.

Customer lounge

They have a beautiful customer

lounge with fully air conditioned. There is

also magazines, newspaper etc for the

customers.

The head of VTJ Hyundai that is the managing director is, Mr.Thomas.J.Vayalaat

and general manager is Mr.Varghese. Mr.Nibu is in charge of marketing department,

Mrs.Tilda is in charge of human resource department. Sales manager is Mr. Jhonson, and

Works manager is Mr.Jibhu

ORGANISATION STRUCTURE OF VTJ HYUNDAI

37

G.K.M.C.M.T


1.3 RESEARCH METHODOLOGY

Research definition

38

G.K.M.C.M.T

Managing Director

G.M(Finance Operation)

Senior Accountant

Service Manager

Asst Sales

Manager

A.G.M(Sales & Marketing) &&&Marketing

Accountant

Sales Manager

Team Leader

Sales Consultant

Duty Manager Hyundai

Advantage

Sourcing Officers

Customer Relation

Manager

Customer Relation Officers

Customer Relation

Executive

HR Executive I

T

Parts in charge

Body shop in charge

C.R.M Asst. works Manager

Parts in Executives

Body shop Advisor

CRO

CRE

Service Advisor

Floor in charge

Supervisor

Mechanics

Body Shop Supervisor

Denter Painter


The goal of the research process is to produce new knowledge and to deepen the

understanding of a particular topic.

1.3.1 OBJECTIVES OF THE STUDY

The main objective of any business is to acquire larger market share ,or higher

percentage of sales in the Industry, This could be only achieved by building a higher

percentage of brand loyal customers. Any company can survive through the stiff

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

in the market has brand loyal customers and they adopt many strategies to maintain and

improve there branded equity. Without 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 as a mere necessity.

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

To judge the awareness level of the prospect customer.

To know how they are aware regarding the product.

To judge which promotional tool is effective to increase the awareness

level among the people.

To see whether brand awareness influences the buying behaviour or not.

1.3.2 METHODOLOGY OF THE STUDY

39

G.K.M.C.M.T


The study is conducted empirically using both primary and secondary data.

Primary data was collected with the help of well structured questionnaire. Around 50

potential customers were surveyed to understand the brand awareness level of Hyundai

Eon in an around Ernakulam. All the persons interviewed were in the age group above 25

years. It has been deliberately decoded to conduct the survey among this age group

because they are the people who are generally looking ahead for the purchase of a four-

wheeler. Many of these persons interested are either businessmen or professionals; few

of them are corporate managers also.

The secondary data is collected from Hyundai’s website and by going through

their corporate records, brochures and annual reports of the company along with their

newsletters were used to substantiate the information.The details about the four-wheeler

market are collected from a few specialized magazines like Auto India etc. to get

information regarding the organization and products.

1.3.3 RESEARCH DESIGN

The objective of the present study can be accomplished by conducting a

systematic research. Research is the systematic design, collection, analysis, and reporting

of data and findings that are relevant to different situations facing the company. Research

design is concerned with turning a research question into a testing project. The best

design depends on the research question as well as the orientation of the researcher.

Every design has its positive and negative sides. The research design has been considered

a "blueprint" for research, dealing with at least four problems: which questions to study,

which data are relevant, what data to collect, and how to analyze the results.

Type of the research design

A research design is the arrangement of conditions for collection and analysis of

data in a manner that aims to combine relevance to the research purpose with economy in

40

G.K.M.C.M.T


procedure.The research was done in the study is Descriptive Research. Descriptive

research is also called Statistical Research. The main goal of this type of research is to

describe the data and characteristics about what is being studied. The idea behind this

type of research is to study frequencies, averages, and other statistical calculations.

Although this research is highly accurate, it does not gather the causes behind a situation.

Descriptive research is mainly done when a researcher wants to gain a better

understanding of a topic.

1.3.4 PERIOD OF STUDY AND SOURCES OF DATA

Period of the Study:

The period of the study was confined to 30 days that is from 13th March 2012 to

13th April 2012.

Sources of data:

Primary data:-

Primary data has been collected through questionnaires. The questionnaire was

mostly related to the brand awareness towards Hyundai Eon on different feature such as

the model, price, effectiveness of the brand etc.

Secondory data:-

Secondary data has been taken from bellow sources:

1. Reports

2. Pamphlets

3. Advertisement

4. Newspapers

5. Internet

Sampling techinique:-

41

G.K.M.C.M.T


Only simple random sampling technique is adopted in selection the sample. In this

technique, each and every unit of the population has on equal opportunity of being

selected in the sample

Sampling:-

The sample of 50 has been chosen randomly from in an around Ernakulam , the

people residing in an around Ernakulam are considered as the population for the study.

Sample size:-

The sample size of 50 is selected randomly. The study requires on in depth survey

and keen observation in collecting data regarding the brand awareness levels of Hyundai

Eon.

Scaling Techniques

The scaling technique is used in a research to examine a variable across some

range of possible values, designed to capture the intensity of feeling or action. The

technique which is used for this study is a 3 Point scale technique and in some cases it

ranges upto 5 Point scale.

1.3.5 Tools of Data analysis

The data collected through questionnaire are analyzed using appropriate statistical

technique.

Simple percentage analysis = Number of respondents/ Total no. of respondents*100

42

G.K.M.C.M.T


Data collection process:-

Based on need and objectives, types of data required for study and other sources of

data are identified.

Data was collected with the help of the questionnaires

1.4 SCOPE OF THE STUDY

43

G.K.M.C.M.T

Observation

Primary Data

Questionnaire

Data

News Letters Documents

Inside the OrganizationSecondary

DataLibraries, Maga-zines etc

Outside the Organization


The overall scope of the present study considers all the variables and factors that

have major impact over the customers in considering particular brands. This especially

included how a customer regally evaluate recognizes the brand and what position

particular brand occupies in the customer mind. this includes how a customer gets

attracted towards the brands and what makes a brand highly significant over their

competitive brand.

The study includes how brand awareness among potential customers can be

maintained and improves. The project has been done in Ernakulam city only. The survey

was confined all people 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 Hyundai

Eon.

1.5 LIMITATIONS OF THE STUDY

44

G.K.M.C.M.T


As a study is concerned it has got its own limitations. It is obviously understood

that such limitations are unavoidable. Some important limitations can be read as;

An in depth study was not possible due to time constraints

The study was conducted at Ernakulam city; it may not be applicable for

the whole country.

The study was purely confined to 50 samples. May not be applicable to

entire customers.

There are chances of bias in the data collected from the respondents

The data given by the respondents may limit to their own knowledge,

feelings and awareness.

1.6 CHAPTERISATION

45

G.K.M.C.M.T


This report “ Brand awareness of Hyundai Eon with respect to Ernakulam district” is

done with the special reference to the Ernakulam district only. For the purpose of easy

reference the report is divided into five chapters as follows;

CHAPTER-1

The first chapter introduces the study, describes the objectives of study and presents the

study methods, scope and limitations faced during the study.

CHAPTER-2

The second chapter provides an overview about the review of literature.

CHAPTER-3

The third chapter of this report presents the empirical results.

CHAPTER-4

The fourth chapter deals with the findings and suggestion

CHAPTER-5

The last chapter concludes the Brand awareness of Hyundai Eon and highlights the

findings and suggestions for the study report.

46

G.K.M.C.M.T


CHAPTER - 2

LITERATURE REVIEW

2.1 Brand

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

create, maintain, protect and enhance brands. Marketers say that "branding is the art and

cornerstone of marketing.

47

G.K.M.C.M.T


The American Marketing Association defines a brand as follows:

A brand is 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.

In essence, a brand identifies the seller or maker. It can be a name, trademark,

logo, or other symbol. Under trademark law, the seller is granted exclusive rights to the

use of the brand name in perpetuinity. Brands differ from other assets such as patents and

copyrights, which have expiration dates.

A brand is essentially seller's promise to deliver a specific set of features, benefits,

and services consistently to the buyers. The brands convey a warranty of quality. But a

brand is an even more complex symbol.

It can convey up to six levels of meaning:

1. Attributes:

A brand brings to mind certain attributes. Mercedes suggests expensive, well-built,

well-engineered, durable, high-prestige automobiles.

2. Benefits:

Attributes must be translated into functional and emotional benefits. The attribute

"durable" could translate into functional benefit "I won't have to buy another car for

several years". The attribute "expensive" translates into the emotional benefit “the

car makes me feel important and admires.'

3. Values:

The brand also says something about the producer's values Mercedes stands for high

performance, safety and prestige.

48

G.K.M.C.M.T


4. Culture:

The brand may represent a certain culture. The Mercedes represents German

culture: organized, efficient, high quality.

5. Personality:

The brand can project a certain personality. Mercedes may suggest a no-nonsense

boss (person), a reigning lion (animal), or an austere place (object).

6. User:

The brand suggests the kind of consumer who buys or uses the product. We would

expect to see a 55-year-old top executive behind the wheel of a Mercedes, not a 20-

year-old secretary.

If a company treats a brand only as a name, it misses the point. The branding

challenge is to develop a deep set of positive associations for the brand. Marketers must

decide at which level(s) to anchor the brand's identity. One mistake would be to promote

only attributes. First, the buyer is not as interested in attributes as in benefits. Second,

competitors can easily copy attributes. Third, the current attributes may be come less

desirable later.

Promoting the brand only on one benefit can also be risky. Suppose Mercedes

touts its main benefit as "high performance". Then several competitive brands emerge

with high performance as compared to other benefits. Mercedes needs the freedom to

maneuver into a new benefit positioning.

The most enduring meanings of a brand are its values, culture, and personality.

They define the brand's essence, The Mercedes stands for high technology, performance

and success. Mercedes must project this in. its brand strategy. Mercedes must resist

49

G.K.M.C.M.T


marketing an inexpensive car bearing the name; doing so would dilute the value and

personality. Mercedes has built up over the years.

2.2 The definition of brand:

A brand is an identifiable entity that makes specific promises of value. In its

simplest form, a brand is nothing more and nothing less than the promises of value you or

your product makes. These promises can be implied or explicitly stated, but none-the-

less, value of some type is promised.

2.3 Brand Awareness:

Brand awareness is when people recognize your brand as yours. This does not

necessarily mean they prefer your brand (brand preference), attach a high value to, or

associate any superior attributes to your brand, it just means they recognize your brand

and can identify it under different conditions.

Brand awareness consists of both brand recognition, which is the ability of

consumers to confirm that they have previously been exposed to your brand, and brand

recall, which reflects the ability of consumers to name your brand when given the product

category, category need, or some other similar cue.

Aided awareness occurs when you show or read a list of brands and the person

expresses familiarity with your brand only after they hear or see it.Top-of-mind

awareness occurs when you ask a person to name brands within a product category and

your brand pops up first on the list. When you think about facial tissue, gelatins, and

adhesive bandages, do the brands Kleenex®, Jell-O®, and Band-Aid® come to mind?

These brands enjoy strong top-of-mind awareness in their respective categories.

2.4 Brand Awareness Plan

50

G.K.M.C.M.T


The major components of a plan to develop brand awareness are:

Identifying and understanding your target customers

Creating a company name, logo, and slogans

Adding value through packaging, location, service, special events, etc.

Advertising

After-sale follow-up and customer relations management

Targeting the right audience is crucial to your success. Of similar importance is

understanding that you need a plan along with specific actions that increase awareness of

your brand amongst your consumers. Throughout the entire process of creating a brand, it

is of utmost importance to consider how what you do will increase brand awareness.

2.5 How to Begin Creating Brand Awareness

In deciding how you will go about creating brand awareness, you need to consider

and to be aware of how your product value becomes know to the consumer and the

importance of consistency:

1) The message of what a brand is offering to the consumer should be consistent.

Wegmans, for example, offers fresh, high-quality foods for purchase and advertises the

advantages, such as home-cooked meals, that their goods can provide for you. The layout

of their perishable goods, the organization of complementary condiments and staple

products, and the stands offering sample recipes to be cooked at home are all evidence of

the company attempting to present a consistent message of what they are all about to the

consumer. The presentation of Wegmans as a prominent player in providing quality foods

for quality home-cooked meals is evident in each of the aforementioned examples. The

company does not, for example, attempt to convey quality in its store layout and offerings

51

G.K.M.C.M.T


and then convey cheap alternative in the mailings sent out. The impressions you hope to

make on consumers and potential consumers should be consistent across various

mediums, situations, and promotional attempts.

2) Images you present should also be consistent in order to increase brand awareness. It

is important that you are consistent in your use of images so that you maximize

recognition and positive impressions. Wegmans logo, for example, can be found on its

storefront, on the products it produces itself, on the receipt consumers receive after

purchase, on the bags customers carry out of the store, and in many of its distributed

informational material.

3) Slogans and taglines should also be consistent throughout mediums and material.

Once again, consistency is important in conveying a message that promotes awareness

of your brand in a organized, recognizable manner. Wegmans’ tagline, “Helping you

make great meals easy”, is consistent throughout its promotional materials, website, and

logo, to name a few.

Consistency cannot be emphasized enough. It presents the consumer with an

image that in the future the consumer can continue to associate with your products. For

example, if the materials you distribute, the set-up of your sale table, the packaging of

your product, and the logo and tagline are not all relatively similar, regularly consistent,

and repeatedly recognizable over time, it is likely you will get nowhere with your brand.

Creating brand awareness, through a collaborative, well-developed overall image, is

essential to developing a success brand that achieves maximum benefits.

2.6 Maintaining Brand Awareness

It is important to keep working at the issues and activities identified above. Pay

attention to how customers are responding to products, packaging, displays, and

52

G.K.M.C.M.T


messages. Look for ways to improve the image you are trying to get across. Ask your

customers for suggestions. Work to maintain a consistent presence in the market place.

This can mean a location and regular times where customers can reliably expect to

find you. The NY Maple Producers booth at the State Fair has been in a prime location

for many years. They need to move to gain more sales space and will have to have a plan

to help customers find their new location. If your business is wholesaling maple products

to retail locations, you need to stay in regular and reliable contact with your customers.

They should not have to come looking for you when they need to re-stock or they will

turn to suppliers that make it easier for them to operate their businesses.

1. Umit Kucuk (2011) This study introduces a new brand awareness

conceptualization; 'push-based brand awareness' in the light of available retailing,

distribution, and branding literature. Previously, push-based awareness merely

defined brand/product availability. This study extends that definition by including

available brand awareness created by in-store merchandising. While out-of-stock

(OOS) literature extensively interprets product availability and consumers'

responses to OOS brands, a brand's effect on consumer awareness remains

unexamined. Because such brandawareness may be one of the major reasons

behind frequently purchased product success, such consumer awareness deserves

closer attention.This study introduces the push-based brand awareness concept

with a proposed model including possible managerial implications.

2. Xuehua Wang,Zhilin Yang (2010) This study investigates the impact

of brand credibility, composed of trustworthiness, expertise, and attractiveness, on

consumers' brand purchase intention in emerging economies, focusing specifically

on China's automobile industry. We propose that brand awareness and brand

image play a moderating role in this relationship. Results reveal that

53

G.K.M.C.M.T


brand credibility exerts a positive influence on consumers' brand purchase

intention. Brand image and brand awareness are found to positively moderate the

relationship between brand credibility and consumers' brand purchase

intention. Implications concerning both research and managerial practices are

offered.

3. Delgado-Ballester, Elena Navarro, Angeles Sicilia (2012) Purpose – From an

integrated marketing communications perspective, this study aims to analyze what

level of consistency among brand messages is more effective in terms of

customer-based brand equity. In particular it aims to evaluate its impact

on brand knowledge structure, and how brand familiarity moderates this

influence. Design/methodology/approach – A sample of 194 subjects participated

in a between subjects experiment. An integrated communication campaign

composed of two different tools (advertising and nonmonetary promotion) was

assessed by individuals. Brand familiarity (familiar brand vs unfamiliar brand)

and consistency among messages (high vs moderate) were manipulated to test a

set of hypotheses. Findings – Results show that the effectiveness of consistency

among messages depends on brand familiarity. For familiar brands moderately

consistent messages improve their awareness (recall), enrich their network of

associations, and generate more favourable responses and brand

attitudes. However, for unfamiliar brands, no significant differences are found

between high and moderate levels of consistency, except for brand recall,

being higher when highly consistent messages are used. Research limitations

/implications – Limitations of the study are those typically associated with the

experimental methodology. Specifically, a single product category and only two

communication tools were used in the experiment which may limit the general is

ability of the results. Practical implications – For unfamiliar brands,

brand managers should focus on consistent brand messages to build awareness

for these unknown brands. By contrast, for familiar brands the goal of the

communication strategy must be to revive the interest in them through moderate

54

G.K.M.C.M.T


consistent messages that can excite consumers and make them think again about

these brands. Originality/value – The originality of this study resides in

incorporating the newest approach of communication management (integrated

marketing communication or IMC) to illustrate how consistency among messages

could be used to build the type of brand knowledge structure that

nurtures brand equity. Further more, compared to previous studies of IMC, which

have addressed this issue under a merely conceptual perspective, this paper offers

empirical evidences using a more practical perspective and focusing on

managing brand knowledge structures as a way for improving brand image.

4. Sean Hyun, Sunghyup Kim (2011) Four of the dimensions that combine to

contribute to chain restaurants’ brand equity are brand awareness, brand image,

perceived quality, and brand loyalty. A test of a structural model connecting these

four attributes of brand equity was based on data collected from 188 patrons of

five chain restaurant brands in Korea. The resulting data analysis demonstrates

that the four dimensions of brand equity are interrelated. The model indicates that

the foundation of brand equity is brand awareness. However, while brand

awareness influences brand loyalty formation, its impact is mediated by the

effects of brand image and perceived quality. In addition, although brand

awareness is a prerequisite of brand loyalty, brand image and perceived quality

bear a stronger impact on the development of brand loyalty. On balance, the

implications of these findings support the restaurant industry’s practices of

constant promotion, quality assurance, and process improvement.

5. Hoyer, Wayne D.Brown, Steven P. (1990) Results of a controlled experiment on

the role of brand awareness in the consumer choice process showed that

brand awareness was a dominant choice heuristic among awareness-group

subjects. Subjects with no brand awareness tended to sample more brands and

selected the high-quality brand on the final choice significantly more often than

those with brand awareness. Thus, when quality differences exist among

competing brands, consumers may "pay a price" for employing simple choice

heuristics such as brand awareness in the interest of economizing time and

55

G.K.M.C.M.T


effort. However, building brand awareness is a viable strategy for advertising

aimed at increasing brand-choice probabilities.

6. Woodside, Arch G.Wilson, Elizabeth J. (1985) Research is needed on how

consumer awareness of brands and advertising of brands affects the consumer

franchise of competing brands, purchase intention, and purchase behavior.

Consumer franchise is the degree of brand preference within a marketing segment

for each competing brand. Consumer franchise can be defined as a measure for

finding the identity of those members of the target group who provide the highest

potential for sales. Marketing managers of both consumer and industrial products

and service companies may find this information useful in learning if advertising

efforts are working to increase the level of awareness for their brand. The position

of a brand in a consumer's mind measured by unaided recall is related positively

to purchase intention toward the brand and the position of a brand in a consumer's

mind is related positively to purchase intention toward the brand. Purchase

intention toward a brand measured by preference is related positively to purchase

intention measured by likelihood of buying.

7. Krasnikov, Alexander Mishra, Saurabh Orozco, David (2009) Firms spend

considerable efforts to build brand awareness and associations among

consumers. Yet there is a limited understanding of the financial returns of such

investments. In this article, the authors present a framework that uses trademarks

as measures of firms' branding efforts. They classify trademarks into two

Categories —brand-identification trademarks and brand-association trademarks—

and propose that they are indicators of firm efforts to build brand awareness and

associations among consumers, respectively. The authors then evaluate the chain

of effects linking such assets with metrics of firms' financial value. A longitudinal

analysis of data collected from secondary sources reveals that the stock (i.e., total

number) of brand-association trademarks available to firms in time period t

increases their cash flow, Tobin's q, return on assets, and stock returns and

reduces their cash-flow variability in period t + 1. Furthermore, the authors

56

G.K.M.C.M.T


observe that the stock of brand-identification trademarks owned by firms in

period t – 1 influences the effects of brand-association trademarks on cash flow,

Tobin's q, and stock returns. Together, these findings provide useful insights into

the financial value of branding.

8. Dabija, Dan Cristian Pop, Marcel Ciprian (2008) In the last time, retail stores are

more and more often regarded as retail brands. Thus, the equity of a retail brand is

given by several indicators that have to be recognized and taken into

consideration by the retailers' management in order to reach a proper position on

an existing or a new market, respectively to create competitive advantages. Beside

sympathy, image and thrust in the retail brand, aided awareness (recognition), as

well as unaided awareness (recall) are important indicators for a retailers

positioning effort in consumers' minds. According to their experience with a

retail brand, consumers order stores after the perceived importance. The purpose

of this paper is on the one hand to highlight the dimensions of awareness -- as

they are presented by the technical literature and on the other hand to measure

the awareness grade of some selected European and Romanian retailers, who are

present on the market of an important and relevant Romanian city. Questioning of

more than 1000 consumers indicates a strong awareness for all retailers present on

the market; top international retailers seem to be more known by indigenous

consumers than smaller ones.

9. Wiles, Michael A Danielova, Anna (2009) As a result of the diminishing

effectiveness of broadcast advertising, firms are increasingly turning to product

placements in films and television to promote their products. A growing stream of

product placement research has conducted surveys of consumer and practitioner

views on the practice and experiments to gauge product placement's impact

on brand awareness, attitudes, and purchase intent. However, there is no evidence

of whether firms' investments in film product placements are worthwhile. The

event study of 126 product placements in successful films during 2002 reveals a

57

G.K.M.C.M.T


mean cumulative abnormal return of .89% during the film's opening, indicating

that product placement in a successful film is associated with positive movements

in firm stock prices. Cross-sectional analysis of the returns offers new insight into

how product, film, and execution factors influence the placement's worth. The

authors find that placement abnormal returns are enhanced by tie-in advertising

and brand equity but are inhibited by audience absorption, critical acclaim, and

violent film content. Placement modality, character associations, and blatancy

also significantly affect the placement's value.

10. Esch, Franz-Rudolf Schmitt, Bernd H.Redler, Joern Langner (2009) Following the

Selective Activation, Reconstruction, and Anchoring (SARA) and consumer-

based brand equity models, high awareness brands are expected to serve as

anchors for forming impressions of co-branded entities. Comparing the brand

personality profiles of fictitious with high and low awareness brands, the brand

anchoring effect is found in Studies 1 and 2. Moreover, Study 3 shows that the

effect generalizes to specific brand characteristics and results from making brand-

related information more available. Future research on brand awareness and on

the brand anchoring effect is discussed.

11. Sanyal, Shamindra Nath Datta, Saroj Kumar (2011) Purpose – The purpose of this

paper is to explore the impact of country of origin image on brand equity of

branded generic drugs. Design/methodology/approach – Brand equity of branded

generics is examined through an analytical review. Country of origin image is

hypothesized to influence components of brand equity, i.e. brand strength and

brand awareness, which in turn influence brand equity. An empirical investigation

was carried out among professionally similar respondents, i.e. doctors of different

categories in Kolkata megavolt is, India. Findings – Results showed that country

of origin image had a positive and significant effect on components

of brand equity, i.e. brand strength and brand awareness, derived from factor

analysis conducted on brand equity components. The result also showed that

country of origin image of branded generics significantly, but indirectly,

58

G.K.M.C.M.T


affected brand equity through the mediating variables, brand strength

and brand awareness.Research limitations/implications – Different variables have

influence on brand equity. This study dealt with only one type of variable, i.e.

country of origin image, that may limit the total process of brand equity

enhancement. Practical implications – Marketing actions should be implemented

to enhance brand strength and awareness levels. Country of origin image should

be assessed as a multidimensional concept for enhancing brand equity. Marketers

should be aware of the fact that physicians are influenced by the brand's original

country image. Originality/value – This research work has extended prior country

of origin research by conceptualizing the country of origin image as

a brand equity enhancing tool in a new area called branded generic drugs.

12. Nickell, David Cornwell, T. Bettina Johnston, Wesley J. (2011) Purpose – The

purpose of this paper is to review the existing literature on sponsorship-linked

marketing and to present a set of research propositions. Design/ methodology/

approach – The approach to the research propositions was to explore the existing

literature to discover areas where opportunities for further research exist. Findings

– The authors propose that not only does sponsorship-linked marketing influence

attitudes towards the sponsor, but that the relationship is that of an S-shaped curve

where the incremental impact of sponsorship is slight for brands with very little or

very strong attitudes established towards the brand. The most dramatic influence

that sponsorship-linked marketing will have is for those sponsors with a moderate

amount of established brand attitude. The authors also present an argument that

extreme congruity or extreme incongruity will drive brand awareness more

dramatically than an expected level of sponsor-property congruity, thus

suggesting a U-shaped relationship between awareness and congruency

Moreover, while an extremely incongruent partnership may gain widespread

attention, it is unlikely to positively influence an emotional or behavioral response

for either the property or sponsor. Originality/value – The majority of the

previous literature regarding sponsorship-linked marketing proposed or assumed a

linear relationship between current brand attitudes and the impact of a

59

G.K.M.C.M.T


sponsorship. This paper suggests that this relationship is actually non-linear and

is, in fact, an S-shaped relationship. Further, while congruency was believed to be

linearly related to awareness, this paper proposes that the association

between awareness and congruency is a U-shaped phenomenon.

13. Naik, Prasad A. Sethi, Suresh P. (2008) Companies spend hundreds of millions of

dollars annually on advertising to build and maintain awareness for their brands in

competitive markets. However, awareness formation models in the marketing

literature ignore the role of competition. Consequently, we lack both the empirical

knowledge and normative understanding of building brand awareness in dynamic

oligopoly markets. To address this gap, we propose an N-brand awareness

formation model, design an extended Kalman filter to estimate the proposed

model using market data for five car brands over time, and derive the optimal

closed-loop Nash equilibrium strategies for every brand. The empirical results

furnish strong support for the proposed model in terms of both goodness-of-fit in

the estimation sample and cross-validation in the out-of-sample data. In addition,

the estimation method offers managers a systematic way to estimate ad

effectiveness and forecast awareness levels for their particular brands as well as

competitors' brand. Finally, the normative analysis reveals an inverse allocation

principle that suggests--contrary to the proportional-to-sales or competitive parity

heuristics--that large (small) brands should invest in advertising proportionally

less (more) than small (large) brands.

14. Homburg, Christian Klarmann, Martin Schmitt, Jens (2010) In Business-to-

Business (B2B) environments, many firms focus their branding activities on the

dissemination of their brand name and logo without developing a more

comprehensive brand identity. Thus, the creation of brand awareness is an

important goal in many B2B branding strategies. However, it is still unclear if the

great investment necessary to build a high level of brand awareness really pays

off in business markets. Therefore, drawing on information economics theory, this

paper investigates under which conditions brand awareness is associated with

60

G.K.M.C.M.T

mailto:Sethi,%20Suresh%20P.


market performance in a B2B context. Results from a cross-industry study of

more than 300 B2B firms show that brand awareness significantly drives market

performance. This link is moderated by market characteristics (product

homogeneity and technological turbulence) and typical characteristics of

organizational buyers (buying center heterogeneity and time pressure in the

buying process).

15. Reid, Mike (2005) Proving the value of the integrated marketing communication

(IMC) process in its relation to brand outcomes, such as brand awareness

, brandloyalty, and sales, are critical issues. The research presented in this paper

employs a modified version of the Duncan-Moriarty IMC miniaudit (Duncan and

Moriarty 1997) to examine the relationship between the IMC process

and brand outcomes. Data were collected from managers in both consumer goods

and consumer services organizations. Results demonstrate a positive relationship

between the implementation of the IMC process and brand outcomes, and provide

encouragement for further research to validate the findings. It was also found that

IMC is used more in companies with a market orientation, and in those that

encounter a high level of competition.

16. Dong-Jenn Yang ,Jyue-Yu Lo Sheng Wang (2012) Celebrity endorsement is one

of the most popular promotions of marketing communication. The purpose of this

study is to understand the transfer effectiveness between celebrity

and brand. Experiment 1 indicates that audiences perceive both images of a

celebrity and a brand as being consistent/ inconsistent, and the positive/negative

transfer effect did not occur. Experiment 2 shows a positive endorser image can

benefit a negative brand image and a positive brand image can weaken a negative

endorser image. Experiment 3 shows that when the same celebrity endorsement

changed from high to low, brand awareness has a positive transfer effect;

conversely, when the same celebrity endorsement changed from low to

high, brand awareness has a negative transfer. The results show interesting

transfer effects between celebrity and brand, and support most of the hypothesized

61

G.K.M.C.M.T


relationships. These findings advance our understanding of the pervasive

influence of celebrity in today's society.

17. Nedungadi, Prakash,Hutchinson, J. Wesley (1985) Although most theoretical

accounts of market definition, competition and brand choice entail the assumption

that consumers categorize products and brands, explicit accounts of product

categorization have been lacking in the consumer research literature.

Categorization processes are particularly relevant for constructs such as brand

awareness and the evoked set. Much recent psychological research on

categorization has investigated the representativeness, or "prototypicality," of

category members. This paper presents results from an exploratory study that

investigated various aspects of prototypicality for brands in several product

classes. The study also examined the relationships between prototypicality and

other marketing related variables such as brand name awareness, usage and liking.

18. Draganska, Michaela Klapper, Daniel (2011) The authors show how to use

microlevel survey data from a tracking study on brand awareness in conjunction

with data on sales and advertising expenditures to improve the specification,

estimation, and interpretation of aggregate discrete choice models of demand. in a

departure from the commonly made full information assumption, they incorporate

limited information in the form of choice sets to reflect that consumers may not be

aware of all available brands at purchase time. They find that both the

estimated brand constants and the price coefficient are biased downward when

consumer heterogeneity in choice sets is ignored. These biased estimates can lead

firms to make costly price-setting mistakes. in addition, the tracking data enable

the authors to identify separately two processes by which advertising influences

market shares. They find that advertising has a direct effect on brand awareness

(inclusion in choice set) in addition to its effect on consumer preferences (increase

in utility). This improved understanding of how advertising works enhances

researchers' ability to make policy recommendations.

62

G.K.M.C.M.T


19. Davis, Donna F,Golicic, Susan L.Marquardt, Adam (2009) The purpose of this

paper is to present a test of scales that measure brand equity and its two

dimensions - brand image and brandawareness - in the context of logistics

services. The scales are tested with both logistics service providers and

customers.Design/methodology/approach - Measurement items are adapted from

existing scales found in the marketing literature. Academic colleagues and

logistics practitioners reviewed the items for face validity and readability. The

scales are evaluated for reliability, convergent validity, and discriminant validity

using data collected in a mail survey of logistics service providers and

customers. Findings - Findings suggest that brand awareness, brandimage,

and brand equity scales are valid and reliable in the context of logistics

services. Research limitations/implications - While there is a substantial research

stream that examines branding of consumer goods and an increasing literature on

industrial and service brands, little is known about branding in the context of

logistics services. This paper extends existing measurement of brand equity and

its dimensions to a new setting, namely logistics services. Originality This paper

provides valuable insight into the measurementof brand awareness, brand image,

andbrand equity in the logistics services context and offers a foundation for future

logistics branding research. The paper provides evidence for the validity of

constructs used in the customer-based brand equity framework, which is

traditionally used in consumer contexts, in the context of logistics services.

20. Laurent, Gilles Kapferer, Jean-Noel Roussel (1995) There are three classical

measures of brand awareness: aided, spontaneous, and top-of-mind. The

relationships between these measures, across a set of brands in the same product

category, are close, but highly nonlinear. We show that these relationships can be

linearized, in all product classes, by performing a logistic transformation on each

measure. This amounts to describing the process by which consumers

answer awareness questions by a Rasch model, originally proposed to describe the

success of students in answering exam questions. The brand's salience is

63

G.K.M.C.M.T


equivalent to the students' competence, and the difficulty of the awareness

question is equivalent to the test difficulty. We briefly summarize the research

process that led to this empirical generalization. Managerial implications are

described, mainly linked to the diagnosis of "locked" versus "open" product

categories.

21. Henke, Lucy L. (1995) The author assesses young children's abilities to recognize

cigarette brand advertising symbols and to identify adults as the appropriate target

market for cigarettes. She used nonverbal measures in interviews with children

three to eight years of age to assess how recognition of cigarettebrand advertising

symbols is related to age, cognitive developmental level, children's affect toward

cigarettes, children's evaluation of cigarettes, and children's ability to identify

adults as the appropriate target market for cigarettes. The results show that

recognition of cigarette brandadvertising symbols increases with age, as does

overall recognition of brand advertising symbols in general. Regardless of age,

cognitive developmental level, or recognition scores, children reported not liking

cigarettes, believing cigarettes are "bad for you" and finding children to be an

inappropriate target market for cigarettes. Findings are discussed in terms of

social science and public policy, and in terms of the implications for cognitive

development.

22. Macdonald, Emma K.Sharp, Byron M. (2000) This article is a replication of a

study of Hoyer and Brown that used a controlled experiment to examine the role

of brand awareness in the consumer choice process. The replication used the same

methods, but with a different (but similar) product category, a larger sample, and

a sample group that included experienced as well as inexperienced

consumers. Results support the original study's findings that brand awareness is a

dominant choice tactic among awareness group subjects. Subjects choosing from

a set of brands with marked awareness differentials showed an overwhelming

64

G.K.M.C.M.T


preference for the high awareness brand, despite quality and price differentials .

They also made their decisions faster than subjects in the non awareness condition

and sampled fewer brands. In a surprising finding, respondents use of

the awareness choice heuristic did not seem to decline steadily over repeated

choice trials, but rather showed something of a U-shaped pattern, with subjects

returning to the high awareness brand in the latter choice trials. Little support was

found for Hoyer and Brown's finding that subjects in the no brand

awareness conditions chose the quality brand on the final trial more often that

those in the awareness differential conditions. In summary, awareness

differentials seem to be a powerful influence on brand choice in a repeat purchase

consumer product context. Consumers show a strong tendency to use awareness

as a heuristic and show a degree of inertia in changing from the habit of using this

heuristic.

23. Costa, MaryLou (2010) The article explores the use of brand characters as a

marketing strategy. It is said that brand characters have been proven to be a

reliable tool to promote brands. The use of such is also an alternative to getting

celebrity endorsers that involve agreements, negotiations, and high fees. Using

a brand character is aimed at creating brand awareness and retention to the minds

of the consumers.

24. Maddox, Kate (2004) Search advertisements and contextually targeted online text

ads can have a significant impact on branding, according to research released last

month by the Interactive Advertising Bureau and Nielsen//Net-Ratings. The

research was conducted among 10,500 Internet respondents and used three types

of ads to test the impact on branding. The first type of ad was a search listing

result that appeared on a brand-neutral search engine. The second was a

contextual text ad that appeared on an article page of a brand-neutral news

site. The third was a public service announcement that was used as a control. For

65

G.K.M.C.M.T


the search listing results, when respondents were asked to name a specific

leading brand within a tested industry, they were 27% more likely to name

the brand displayed in the top search result spot than those in a control group who

were not exposed to the ad. For contextually targeted text advertising, the text ads

caused a 23% lift in unaided brand awareness among respondents who saw the

ads compared with those who did not.

25. Mavrick, Nick (2009) The article explores how franchise systems can utilize

presence marketing to create brand awareness. It explains how Starbucks is

selling experience to consumers, according to the book "The Experience

Economy." It discusses how a business can engage the five senses of customers. It

relates the value of implementing a community nonprofit campaign to project

franchisees' approachability and boost the brand's image.

2.7 Reference

Umit Kucuk, S. (2011) International Review of Retail, Distribution & Consumer

Research;

Xuehua Wang,Zhilin Yang (2010) Journal of Global Marketing

Delgado-Ballester, Elena Navarro, Angeles Sicilia (2012) European Journal of

Marketing

66

G.K.M.C.M.T


Sean Hyun, Sunghyup Kim, (2011) Wansoo Cornell Hospitality Quarterly

Hoyer, Wayne D.Brown, Steven P (1990) Journal of Consumer Research

Woodside, Arch G.,Wilson, Elizabeth J (1985) Journal of Advertising Research

Krasnikov, Alexander Mishra, Saurabh Orozco, David (2009) Journal of

Marketing

Dabija, Dan Cristian Pop, Marcel Ciprian (2008) Journal of International Business

& Economics

Wiles, Michael A Danielova, Anna (2009) Journal of Marketing

Esch, Franz-Rudolf Schmitt, Bernd H. Redler, Joern Langner, Tobias (2009)

Psychology & Marketing

Sanyal, Shamindra Nath Datta, Saroj Kumar (2011) Journal of Product

& Brand Management

Nickell, David Cornwell, T. Bettina Johnston, Wesley J. (2011) Journal of

Business & Industrial Marketing

Naik, Prasad A.Ashutosh Sethi, Suresh P .(2008) Management Science

Homburg, Christian Klarmann, Martin Schmitt, Jens (2010) International Journal

of Research in Marketing

Reid, Mike (2005) Journal of Advertising

Dong-Jenn Yang Jyue-Yu Lo Sheng Wang (2012) International Journal of

Organizational Innovation

Nedungadi, Prakash Hutchinson, J. Wesley (1985) Advances in Consumer

Research

Draganska, Michaela Klapper, Daniel (2011) Journal of Marketing Research

(JMR)

Davis, Donna F. Golicic, Susan L. Marquardt, Adam (2009) International Journal

of Logistics Management

Laurent, Gilles Kapferer, Jean-Noel Roussel, Francoise (1995) Marketing Science

Henke, Lucy L. (1995) Journal of Advertising

67

G.K.M.C.M.T

mailto:Ashutosh


Macdonald, Emma K. Sharp, Byron M. (2000) Journal of Business Research

Costa, MaryLou (2010) Marketing Week

Maddox, Kate (2004) B to B

Mavrick, Nick (2009) Franchising World

68

G.K.M.C.M.T


CHAPTER - 3

EMPIRICAL RESULTS

No of respondents who had taken part in the survey.

69

G.K.M.C.M.T

Particulars No of respondents Percentage

Male 40 80%

Female 20 20%


80%

20%

% of Respondants

MaleFemale

1) People who are aware of Hyundai Eon

70

G.K.M.C.M.T


Yes 42 84%

No 8 16%


Yes

No

5 15 25 35 45 55 65 75 85Yes No

Percentage 84 16

Percentage

Interpretation:- The project undertaken to know the brand awareness level of Hyundai

Eon was conducted in an around Ernakulam with the sample size of 50 through

questionnaire when the respondent were ask about whether they had heard about Hyundai

Eon or not 42 people out of 50 responded that they had heard about the product and the

rest 8 people had not heard about the product henceforth 84% of people had heard about

the product which means that the product Hyundai Eon is a well recognised and to some

extent is a popular product among the people.

2) Medium through which they came to know about Hyundai Eon.

71

G.K.M.C.M.T


Television 12 28.6%

Newspaper & Magazines 8 19%

Friends & relatives 9 21.4%

Employees 7 16.7%

Other sources 6 14.3%


Television Newspaper & maga-

zines

Friends & Relatives

Employees Others sources

Per-cent-age

28.6 19 21.4 16.7 14.3

2.5

12.5

22.5

32.5

Percentage

Interpretation:- Since out of the total 50 sample chosen only 42 people had heard about

the product so therefore this question was analysed taking this 42 people and when this

people were asked about where they had heard about the product 12 out of 42 that is

28.6% people responded that they came to know about the product through Television,

19% people said they came to know about the product through newspaper & magazines,

21.4% people respondent that they came to know about the product through Friends &

relatives ,16.7 % people through Employees and the rest 14.3% through other sources.

Therefore after the analysis it was clear that the majority of people came to know about

the product through Television.

72

G.K.M.C.M.T


3) Frequency of people who had heard about Hyundai Eon.


Many times 15 35.7%

Often 12 28.6%

Sometimes 7 16.7%

73

G.K.M.C.M.T


Seldom 8 19%

Manytimes

Often

Seldom

Never

2.5 7.5 12.5 17.5 22.5 27.5 32.5 37.5Manytimes Often Seldom Never

Percentage 35.7 28.6 16.7 19

Percentage

Interpretation:- When the sample was asked about how often have they heard or seen

the product 15 out of 42 that is 35.7% people responded that they have heard about or

seen the product many times.28.6% people that is 12 out of 42 people said they have

often heard about the product ,7 out of 42 people that is 16.7% of the total sample

respondent that they have heard or seen the product seldom and 19% that is 8 out of 42

people responded that they have never heard or seen the product .Therefore after the

analysis it was seen that the majority of people have seen or heard about the product

many times.

74

G.K.M.C.M.T


4) Frequency of people who have done the test drive.

75

G.K.M.C.M.T


Yes 6 14.3%

No 32 76.2%

No response 4 9.5%


Yes No No response

Percentage 14.3 76.2 9.5

515253545556575

Percentage

Interpretation:- When the sample was asked about whether they have done the test drive

or not it was found that only 6 people out of 42 that is 14.3 % of the total sample had

actually done the test drive and 32 people or 76.2% of the people had not test driven

Hyundai Eon and 4 people that is 9.5% had not responded which proved that the people

who had taken test drive in an around Ernakulam are very less.

5) Number of respondants who like this product of Hyundai.

76

G.K.M.C.M.T


Yes 26 61.9%

No 10 23.8%

No response 6 14.3%


Yes No No response


5

15

25

35

45

55

65

Percentage

Interpretation:- when the sample was asked about whether they liked the product or not

26 people that is 61.9% of the total sample replied that they liked the product and 23.8 %

people said they did not liked the product and 14.3 % of were not sure regarding their

preference, Henceforth through the analysis it was seen that a sufficient number of people

liked Hyundai Eon.

6) Frequency of people who own a personal car.

77

G.K.M.C.M.T


Yes 28 56%

No 22 44%


Yes

No

5 15 25 35 45 55Yes No

Percentage 56 44

Percentage

Interpretation:- The analysis was made taking the whole sample i.e 50 people and when

the sample was asked about whether they own a personal car or not it was found that 56%

of the people that is 28 people out of the sample owned a personal car and the rest 44%

people that is 22 people does not own a car after the analysis done on the basis of the

sample it was found that not a huge number of people owned a personal car.

7) People who wish to purchase Hyundai Eon.

78

G.K.M.C.M.T


Yes 15 35.7%

No 17 40.5%

Not decided 10 23.8%


Yes No Not decided


2.5

12.5

22.5

32.5

42.5

Percentage

Interpretation:- when the sample was asked about their wish to purchase the product

35.7% of the total sample that is 15 people replied that they wish to purchase the product,

40.5% that is 17 people said they do not wish to purchase the product and 23.8% replied

that they have not decided anything regarding the product, after the analysis we came to

know that the people who wished to purchase the product is very nominal.

8) Other companies they prefer.

79

G.K.M.C.M.T


Maruthi 8 19%

Tata 6 14.3%

Mahindra 10 23.8%

Others 18 42.9%


Maruthi Tata Mahindra Others

Percentage 19 14.3 23.8 42.9

2.57.5

12.517.522.527.532.537.542.547.5

Percentage

Interpretation:- The analysis for this was taken with the help of open ended question

and the people who were surveyed went a long way describing their wishes for different

companies product which included a long list of like Maruti,Tata, Mahindra etc and out

of the total sample 19% opted maruthi,14.3% opted Tata,23.8% opted Mahindra and

42.9% opted other companies.hence came to know that maruthi is popular in Ernakulam .

9) Reason for choosing this particular brand.

80

G.K.M.C.M.T


Mileage 7 16.7%

Price 8 19%

Comfort 9 21.4%

Style 12 28.6%

Others 6 14.3%


Mileage Price Comfort Style Others

Percentage 16.7 19 21.4 28.6 14.3

2.5

7.5

12.5

17.5

22.5

27.5Percentage

Interpretation:- When the sample was asked why do they want to purchase a particular

brand or what is the attribute which enforces him or her to make the purchase decision

16.7% responded they were driven by the Mileage of the product, 19% mention that the

were driven by the price,21.4% were driven by comfort,28.6% is driven by style

and14.3% gave the other reasons .

10) People who are familiar of Hyundai’s logo.

81

G.K.M.C.M.T


Yes 32 76.2%

No 5 11.9%

Not sure 3 7.1%

No response 2 4.8%


Yes

No

Not sure

No response

5 15 25 35 45 55 65 75Yes No Not sure No response

Percentage 76.2 11.9 7.1 4.8

Percentage

Interpretation:- When the sample was asked whether they know the logo of Hyundai or

not 32 people out of 42 people that is76.2% replied that they know the logo of Hyundai

and 11.9% of the sample that is 5 people said they do not know the logo of Hyundai,7.1%

were not sure and 4.8% not responded.

11) Frequency of people who had seen the advertisement of Hyundai Eon.

82

G.K.M.C.M.T


Yes 28 66.7%

No 10 23.8%

No response 4 9.5%


Yes No No response


5

15

25

35

45

55

65

Percentage

Interpretation:- On surveying whether the people had seen any advertising of Hyundai

Eon it was found that 28 people that is 66.7% of the total sample had seen the

advertising, 23.8% that is 10 people didn’t seen the advertising and 9.5% replied they

were not sure, henceforth after the analysis it was seen that the advertisement had been

effective and stayed in the memory of most of the people.

12) The main factor that people can recall from the advertisement.

83

G.K.M.C.M.T


Features 12 28.6%

Logo 10 23.8%

Slogan 6 14.3%

Others 14 33.3%


Features

Logo

Slogan

Others

2.5 7.5 12.5 17.5 22.5 27.5 32.5Features Logo Slogan Others

Percentage 28.6 23.8 14.3 33.3

Percentage

Interpretation:- When asked what you recall from advertisement about Hyundai 28.6%

that is 12 out of 42 responded features, 23.8% that is 10 people responded Logo, 14.3%

that is 6 people responded slogan and 14 people that is 33.3% responded others.

13) Features attracted by customers more.

.

84

G.K.M.C.M.T


Internal 16 38.1%

External 14 33.3%

Others 7 16.7%

No response 5 11.9%


Internal

External

Others

No response

2.5 7.5 12.5 17.5 22.5 27.5 32.5 37.5Internal External Others No response

Percentage 38.1 33.3 16.7 11.9

Percentage

Interpretation:- when surveyed about what features attracted you more,16 people out of

42 that is 38.1% replied internal,14 people that is 33.3% replied external,16.7%that is 7

people replied others ,and 11.9% people not responded.

14) Advertisement has an impact on sales.

85

G.K.M.C.M.T


Agree 24 57.1%

Disagree 12 28.6%

Not sure 4 9.5%

No response 2 4.8%


Agree Disagree Not sure No response

Percentage 57.1 28.6 9.5 4.8

5

15

25

35

45

55

Percentage

Interpretation:- when sample was asked that whether advertisement has an impact on

sales, 24 that is 57.1% people agreed, 12 people that is 28.6% disagreed, 9.5% that is 4

people were not sure and 4.8% that is 2 people not responded ,hence came to know that

advertisement has an impact on sales

15) Pricing strategy of Hyundai Eon.

86

G.K.M.C.M.T


Excellent 9 21.4%

Very good 12 28.6%

Good 6 14.3%

Satisfactory 11 26.2%

Unsatisfactory 4 9.5%


Excellent

Very good

Good

Satisfactory

Unsatisfactory

2.5 7.5 12.5 17.5 22.5 27.5Excellent Very

goodGood Satisfac-

toryUnsatis-factory

Per-centage

21.4 28.6 14.3 26.2 9.5

Percentage

Interpretation:- When sample was asked about the openion about the pricing strategy of

Hyundai Eon 21.4% that is 9 people rated excellent,28.6% that is 12 people rated very

good,14.3% that is 6 people rated good,26.2% that is 11 people rated satisfactory and

9.5% that is 4 people were unsatisfactory.

16) Hyundai is superior to all other competitors.

87

G.K.M.C.M.T


Yes 19 45.2%

No 10 23.8%

Not sure 7 16.7%

No response 6 14.3%


Yes No Not sure No response

Percentage 45.2 23.8 16.7 14.3

2.57.5

12.517.522.527.532.537.542.547.5

Percentage

Interpretation:- When sample was asked wether Hyundai is superior to all other

competitors 45.2% that is 19 people rated yes,23.8% that is 10 people rated no,16.7%

that is 7 people rated not sure,14.3% that is 6 people didn’t respond.

17) Frequency of people who like to recommend this products to others.

88

G.K.M.C.M.T


Yes 28 66.7%

No 7 16.7%

Not sure 4 9.5%

No response 3 7.1%


yes

No

Not sure

No response

5 15 25 35 45 55 65yes No Not sure No response

Percentage 66.7 16.7 9.5 7.1

Percentage

Interpretation:- When the people were asked whether they would recommend this

product to others 28 people that is 66.7% replied they would recommend this product to

others, 16.7% replied in a negative way , 9.5% that is 4 people said they were not sure

and 7.1% that is the remaining 3 people of the sample did not took part in the question.

89

G.K.M.C.M.T


CHAPTER - 4

FINDINGS & SUGGESTIONS

4.1 FINDINGS

The following details can be inferred after analysis with a sample size of 50 which

included customers, by questionnaire method to find out the brand awareness towards

Hyundai Eon with reference to VTJ Hyundai.

The awareness level of Hyundai Eon in an around Ernakulam is quite high.

The promotional strategy of Hyundai Eon is effective in the form of electronic media

and mass media

90

G.K.M.C.M.T


Most of the customers are aware of advertising campaign that are being conducted by

Hyundai Eon.

Brand awareness has a real and visible impact in the buying behaviour of the people.

Though the customers are having good awareness levels regarding the product they

are not in a frame of mind to purchase it because of various reasons.

Hyundai Eon is facing a tough competition from the competitors with the same kind

of products.

The scale of advertising to promote Hyundai Eon has to implement the various

medium to offer advertising of the product.

4.2 SUGGESTIONS

Suggestions are done on the basis of finding and analysis of data collected

through questionnaire:-

In order to promote sale in highly competitive auto market attractive schemes

such as cash discount, complementary gift, lucky draws, etc. can be given to the

customers.

Customers should be contacted at a regular interval through phone calls and free

servicing of the cars to ask them if they are facing any problems with the car as

91

G.K.M.C.M.T


because post sale with the customers may be very important to maintain

customers satisfaction.

Advertising plays a very important role in increasing the awareness and in

reminding the customer about the products and services offered by Hyundai Eon.

Hence advertisement about the firm and its products and services must be aired on

local T.V channels as well as in newspapers and magazines.

Since the people tends to forget the advertising of a particular product a reminder

message has to be enforced in a regular interval and in a proper media which

would reach a large number of potential customers.

As from the inference we can see that the most important criteria for selection of

the car is its performance which includes price, mileage, etc. There would be

definite increase in the sale of the car if this point would be looked into and

improved.

92

G.K.M.C.M.T


CHAPTER - 5

CONCLUSION

CONCLUSION

Accomplishing this project on brand awareness was an excellent and knowledge

gaining experience for me. Despite small sample size for questionnaire this project

helped me to know the view of customer and common people towards the brand

awareness of Hyundai Eon.

Brands are now a central feature of consumer marketing, they are important in

building long-term relationships with the consumer, irrespective of the type of market.

Their importance is now also being recognized in other markets including service and

industrial. Investing in a brand builds consumer confidence and loyalty and allows for

brand stretching. It requires a consistent and long-term strategy. Only a few brands have

emerged as truly global.

93

G.K.M.C.M.T


In conclusion I would say that the brand (Hyundai Eon) is quite known to

peoples. Hyundai Eon has built its brand awareness among a relatively large number of

people in an around Ernakulam. The customers are largely aware of the product with the

help of Television and Hoardings and the product still has a way to increase its

advertising channels to reach the relatively large number of people. The products

advertising around Ernakulam is relatively less and also its awareness

I would also like to thank all the people who have been so co-operative through out the

survey.

94

G.K.M.C.M.T


BIBILIOGRAPHY

Books:-

Philip Kotler-“Principles of marketing ,twelveth edition 2008, published by

Asoke K Ghosh”

David.J.Luck, Ronald S.Rubin-“Marketing Research, Seventh edition published

by Asoke K.Gosh, PHI learning Private limited”.

GC Beri-“Marketing Research, fourth edition published by The Tata Mc Graw

Hill publishing company limited”.

M.N.Mishra-“organizational behaviour and corporate development”, 1st edition

2003, published by Mrs.Meena Pandey.

Kevin Lane Keller-“Marketing Management”, 12th edition 2007, published by

Dorling Kinder Sley”.

Managerial and decision making economics, Ali Abdul&SeshadriSudhindra

(2006)

European Journal of Marketing, Sjolander Richard (1992).

European Journal of Marketing, Jiang Pingjun& Rosen bloom Bert(2005),

Journal of Relationship Marketing, Keith E Janet & Lee Jin Dong (2008).

95

G.K.M.C.M.T


European Journal of Marketing Sjolander Richard (1992).

Naresh K Malhotra; Marketing research an applied orientation, 5th edition 2007,

published by PHI learning private limited, New Delhi.

S.A.Sherlekar “Marketing Management 13th edition 2006 published by Himalaya

Publishing House.

Michael J.Etzel, Bruce J.Walker, Ajay Pandit “Marketing concepts and cases 13th

edition 2008 published by Tata McGraw-Hill Publishing Company Limited.

Biplab S. Bose, “Marketing Management, third edition 2010 published by

Himalaya Publishing House, New Delhi.

V S Ramaswamy, S Namakumari “Marketing Management fourth edition 2009

published by Macmillan Publications India Limited, New Delhi.”

Magazines:-

Companies Brochures & Manuals.

Magazines

Overdrive

Business Today

Some of the website and magazines referred by me to complete this project.

Websites:-

http://books.google.co.in

http://www.hyundai.com/in/en/main

http://vtjhyundai.com

96

G.K.M.C.M.T


97

G.K.M.C.M.T


ANNEXURE

QUESTIONNAIRE ON BRAND AWARENESS OF HYUNDAI –EON

I, the student of Kerala University, is conducting brief survey to find

out the brand awareness level of Hyundai Eon. I would be highly grateful

to you if you would provide your genuine response by putting a tick mark in

a relevant box.

I sincerely thank you for your humble co-operation.

Student

Name:-

Age:-

Sex:- Male Female

1. Have you heard about Hyundai Eon?

Yes No

98

G.K.M.C.M.T


2. How do you came to know about Hyundai Eon?

Television Newspapers & Magazines

Friends & Relatives Other Employees

3. How often have you heard or seen it?

Many Times Often Sometimes

Never

4. Have you done the test drive?

Yes No No response

5. Did you like this product of Hyundai?

Yes No No response

6. Do you own a personal car?

Yes No

7. Do you wish to purchase Hyundai Eon?

Yes No Not decided

8. If no then which company you prefer?

Maruthi Tata Mahindra Others

9. Why do you prefer this particular brand?

Mileage Price Comfort Style Others

10. Do you know the logo of Hyundai?


11. Have you seen any advertisement of Hyundai Eon?

99

G.K.M.C.M.T


Yes No No response

12. What is the main factor that you can recall from the advertisement of

Hyundai?

Features Logo Slogan Others

13. What features of Hyundai Eon attracted you more?

Internal External Others No response

14. Do you agree that advertisement has an impact on sales?

Agree Disagree Not sure No response

15. What is your opinion about pricing strategy of Hyundai Eon?

Excellent Very good Good Satisfactory Unsatisfactory

16. Do you feel that Hyundai is superior to all other competitors?


17. Would you like to recommend this products to others?


18. Your valuable suggestions if any

_____________________________

100

G.K.M.C.M.T


101

G.K.M.C.M.T

Brand awareness of hyundai eon

Business

particular brand

brand needs

brand experience

brand nodding

brand equity results

brand awareness of hyundai

high degree of brand

t brands