Marketing Mini Project

MARKETING MINI PROJECT

COMPANY NAME: HYUNDAI MOTOR INDIA LIMITED

PRODUCT NAME: HUNDAI i10

TEAM MEMBERS:

S.P.BASKAR

M.CHANDRAN

P.S.DILIP

N.DINESH

B.DINESHKUMAR

N.DINESH

1. INTRODUCTION

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

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

American Marketing Association defines a brand as: a name, term, sign, symbol, or design, or

a combination of them, intended to identify the goods or services of one seller or group of

sellers and to differentiate them from those of competitors. Thus a brand denitrifies the seller

or maker.

“What distinguished a brand from its unbranded commodity counterparts is the

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

consumer’s perceptions and feelings about the product’s attributed and how they perform.

Ultimately, a brand resides in the minds of consumers. A brand can be better positioned by a

associating its name with desirable benefits.

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

marketing tools tactics. A brand is essentially a marketer’s promise to deliver a specific set of

feature, benefits and services consistently to the buyers. The marketer must establish a

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

Brand nodding occur when customers experience the company as delivering on its

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

experience. Brands vary in the amount of 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.

IMPORTANCE OF THE STUDY

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

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

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

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

customers. To day many major companies in the market try to maintain and improve there

branded equity. With out creating a proper Brand awareness they cannot build brand image.

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

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

company-more over brand equity are major contributor to customer equity. This all can

happen only there is proper brand awareness.

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

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

necessity.

SCOPE OF THE STUDY

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

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

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

occupies in the customer mind.

This includes how a customer gets attracted towards the brands and what makes a

brand highly significant over their competitive brand. The study includes how hand

awareness among potential customers can be maintained and improves.

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

Hyundai customers to presently posses only I10. The survey was especially focused on

existing I10 owners for finding how they are influenced by the brand and what made them

aware of the brand. After the survey was done the data was analyzed and also relevant

suggesting were made in order to improve its brand awareness towards i10.

2. COMPANY PROFILE

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

Motor Company, South Korea and is the second largest car manufacturer and the largest

passenger car exporter from India. HMIL presently markets 33 variants of passenger cars

across segments. The Santro in the B segment, the Getz Prime, i10 and the Premium

hatchback i20 in the B+ segment, the Accent and the Verna in the C segment, the Sonata in

the E segment and the Tucson in the SUV segment.

Hyundai Motor India Ltd, continuing its tradition of being the fastest growing

passenger car manufacturer, registered total sales of 559,880 vehicles in the calendar year

(CY) 2009, an increase of 14.4 percent over CY 2008. In the domestic market it clocked a

growth of 18.1 percent as compared to 2008 with 289,863 units, while overseas sales grew by

10.7 percent, with export of 270,017 units. HMIL currently exports cars to more than 110

countries across EU, Africa, Middle East, Latin America and Asia. It has been the number

one exporter of passenger car of the country for the sixth year in a row.

Hyundai Motor India Limited is the pioneer in introducing to Indian customers the

“first-of-its-kind” concepts like Hyundai Finance, Contemporary Technology, Tall-boy

Design etc. Through their “leadership through listening” strategy, have been upgrading their

products to suite customer requirements. They believe in value addition to their cars rather

than selling on discounts. All their three cars viz., I10, ACCENT & SONATA are No. 1 in

their respective segments, in terms of quality and volumes.

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

the most advanced production, quality and testing capabilities in the country. In continuation

of its commitment to provide the Indian customer with global technology, 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

invested to expand capacity in line with its positioning as HMC`s global export hub for

compact cars. Apart from the expansion of production capacity, HMIL currently has 286

strong dealer network and 540 strong service points across India, which will be further

bolstered in 2010.

In December 2008, HMIL launched the much awaited premium compact the i20 after

it had a global preview at the Paris Motor Show in October, 2008. In 2009, HMIL also

launched the new facelift Sonata Transform and the new Verna which are vastly improved

models compared to the outgoing models. In March, 2009 Hyundai i10 clocked the fastest 3

lakh sales since its launch in October, 2007. HMIL also became the only car manufacturer to

introduce Automatic transmission across segments with the launch of the i20 1.4 Litre Petrol

Automatic. The i20 also simultaneously got a powerful 1.4 Litre CRDi engine in July 2009.

The i20 achieved the highest safety rating by the European NCAP. In September 2009, HMIL

introduced the new refurbished Santro with luxurious interiors and improved exterior

features. The Santro has been the highest selling model for Hyundai with more than 15 Lakhs

units sold since its launch in India in 1998. Hyundai Motor India in December 2009 also

crossed the 25 Lakh car production milestones.

In 2008, HMIL also successfully completed 10 glorious years of operations in India

and to commemorate its achievements, initiated a unique trans-continental drive from Delhi

to Paris in two of its hugely popular i10 Kappa cars. The drive created automobile history by

completing a distance of 10,000km in just 17 days after which the i10s were showcased at the

Paris Motor Show in October. In fact it was at the Paris Motor Show that HMIL first unveiled

the Hyundai i20 and the car received a phenomenal response from the auto enthusiasts across

the world. Hyundai Motor India also accomplished the landmark of producing the fastest 20th

lakh cars in India in 2008.

Like 2008, the year 2007 had also been a significant year for Hyundai Motor India. It

achieved a significant milestone by rolling out the fastest 400,000th export car. Hyundai

exported to over 100 countries globally; even as it plans to continue its thrust in existing

export markets, it is gearing up to step up its foray into new markets. 2007 also saw the

launch of the i10 and yet another path-breaking record in its young journey by rolling out the

fastest 1,500,000th car.

Hyundai`s new model i10 made a clean sweep of all the ‘Car of the Year 2008’

awards from the leading automotive magazines and TV channels like BS Motoring, CNBC-

TV18 Auto Car, NDTV Profit Car & Bike India and Overdrive magazine. The i10 was also

the choice of the discerning automotive media of the country as they conferred the prestigious

‘Indian Car of the Year’ (ICOTY) award to the i10 as well.

The Santro and the Accent also received the ‘TNS Voice of the Customer – 2008’

award for the Premium Compact Car (Santro) and the Entry Mid size Car (Accent). In March

2008 it achieved yet another milestone by rolling out the fastest 500,000th export car.

In 2007, the Hyundai Verna had also bagged some of the most prestigious awards starting

with the Overdrive magazine’s ‘Car of the Year 2007’, the ‘Best Mid-size Car of the Year’

award from NDTV Profit Car & Bike India, the ‘Best Value for Money Car’ from CNBC

Auto car and ‘Performance Car of the Year’ from Business Standard Motoring.

Hyundai cars have been a favourite at all awards ceremonies and has won many

awards. The Sonata Embera won the ‘Executive Car of The Year 2006’ award from Business

Standard Motoring magazine and NDTV Profit Car & Bike India had declared the Tucson as

the `SUV of The Year 2006.

Not only this, HMIL has also been awarded the benchmark ISO 14001 certification

for its sustainable environment management practices.

HISTORY OF THE COMPANY

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

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

around the world. It brought an international recognition to its country through its operations

round the world and paved its way to modern economic growth.

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

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

Telecommunications, Information and Technology, as well as Financing petrochemicals

energy trade and service sectors.

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

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

heavy industry. In 1980, it launched high tech industries such as electronics robot petroleum,

space and aircraft. In 1990, developed new technologies reformed management and stressed

training human resources, with the aim to become the No.1 Corporation in the world.

3. PRODUCT PROFILE

India is the first and only country in which the Hyundai i10 is made. The Hyundai i10

will be made at Hyundai's Chennai facility and exported to over 70 countries. Though

Hyundai has not revealed the price, it is expected to be between Rs 3.39 lakhs and Rs 3.98

lakhs.

The Hyundai i10 has a 1.1 litre 65 bhp engines, the same as the one in Hyundai Kia

Picanto sold abroad. However, there is less CO2 emission than in the Picanto. The Hyundai

i10 also comes with a diesel option which have a 1200 cc diesel engine. Hyundai has also

fitted airbags for all passengers. This is makes it a first for any small car in India to offer

airbags as standard fitting. The i10 will options for a manual transmission or an automatic

transmission.

The Hyundai i10 in India will have air conditioning as standard accessory; all i10s

will have power windows in the front, central locking, power steering, tinted glass, 14 inch

alloy wheels, body-coloured bumpers and a CD player.

The i10 is 3,565mm long and 1,595mm wide. It has a 2,380mm wheelbase. The i10

has improved power and reduced weight, by using a kappa engine which uses an aluminium

cylinder block.

Some of the features of Hyundai i10 include seatbelt pretensioners, factory-fitted

sunroof, leather steering wheel cover, and a rear spoiler. The i10 will roll out in four variants

- Hyundai i10 D-Lite, Hyundai i10 Era, Hyundai i10 Magna and the automatic version

Hyundai i10 D-Auto. All models come with impact-sensing auto door unlock system.

The i10 is the latest in the Hyundai i-series of cars. It has already launched the i30 in

Europe. i10 is being launched for the first time in India. It will be followed by the i20.

The i10 is the first Hyundai model to be developed and launched outside Korea. The

company has positioned the i10 between the Hyundai Santro and the Getz Prime.

INNOVATIVE DESIGN

EXTERIOR

Hyundai cars are known for their commanding Aerodynamics & i10 is no exception

with a significantly low co-efficient of drag. The curved roof gives a Sporty look.

Wide black waistline moulding imparts Sporty dynamic looks while protecting the

body from nicks & dents.

A wide sweep angle maximizes vision on rainy days while the washer keeps the rear

view clean & clear.

The i10’s sunroof adds the pleasure of experiencing the open air when you are

travelling to your destination.

Featuring one touch opening, the sunroof has both slide and tilt functions.

INTERIOR

The proud owner of i10 can now fully indulge in passionate driving. The new first in

class i-shift makes changing gears as easy as it could get.

The refined rotary type Air Conditioner will keep you cool even during the hot

summer season while low noise levels mean you can really appreciate the audio

system.

Feast your eyes on the most distinguished interiors you have seen in a long time.

Check out the cockpit style seating wherein every control is within easy reach.

The eye catching Dual tone Beige interiors offer the consumer richness within by

giving a premium feel.

The interior has a plastic dash housing with an optional integrated stereo. The

instrument binnacle has a large white-faced speedometer, flanked by the tachometer

and fuel and temperature gauges.

The gear lever is built into the centre console, leaving space between the front seats

for a couple of cup holders.

Introducing ‘Sportz’ the all new i10 variant that will keep you on the fast track.

Replete with unmatched features like beige interiors and an option of sporty red pack

upholstery for exciting rides, integrated 2-din audio system and manual & automatic

transmissions for convenient driving. It’s 1.2 L KAPPA engine with extra power and

better fuel-efficiency will simply take your breath away. So, drive your way to an

exciting new lifestyle.

STYLING

The i10 has a large gaping air-dam, pulled-back headlamps, chrome-lined grill,

integrated clear lens fog lamps, a bonnet that has a clam shell hint and a rear window

with an upswept kink.

The tailgate has a chrome-lined boot-release handle and an integrated roof spoiler on

the top- end versions.

Overall length (3565 mm) and wheelbase (2380 mm) are identical to the Santro with

slightly more interior space; Ergonomic design was intended to accommodate tall

drivers and increasing rear knee room. The width has been increased (and front and

rear track) by 70 mm (2.8 in) for more shoulder room. The height has been reduced by

40 mm (1.6 in). Boot space at 225 litres (7.9 cu ft) is significantly lower than that of

Getz.

SAFETY

Dual Air Bags Provide cushioning in case of automobile collisions, the Flexible

membrane or envelopes cover the passengers and thus provide safety in case of

accident.

Anti lock braking system (ABS) prevents wheel lockup during sudden braking

condition thus preventing skidding while retaining car stability and steeribility.. Front

disc brakes increase the braking efficiency while increasing the brake life.

The multi reflector clear glass fog lamp ensures maximum visibility for the driver in

adverse weather conditions while adding to the sporty image of the car.

Sleek, elongated, clear rear combination lamp helps in improved visibility for trailing

vehicles.

The instrument cluster houses many warning lamps like low fuel warning lamp, seat

belt warning lamp, door and tail gate ajar warning lamp, MDPS warning lamp, ABS

warning lamp and air bag warning lamp.

All these help the driver to be informed at all times, thereby assuring safety for all

passengers.

Under normal condition it operates as ELR seat belt.

It contains an electronically controlled retractor called pretensioner. In the event of

crash - Pretensioner will tighten the belt almost instantaneously to restrict movement

(sensors will trigger explosively expanding gas in the pretentioner unit which in turn

retracts the belt)- Occupant prevented from moving forward and hitting the steering

wheel or instrument panel.

ACOLADES & FEATS

Hyundai i10 was widely recognized as "Car of the Year 2008" by various automotive

magazines and TV channels in India like,

BS Motoring,

CNBC-TV18 Auto Car,

NDTV Profit Car & Bike India and

Overdrive magazine.

Aaj Tak - Viewers Choice Award.

Carewale.com - Debut of the year award.

The car was conferred with the Indian Car of the Year (ICOTY) by automotive media

of the country.

In Malaysia the Hyundai i10 has also earned recognition through many awards such as

the Best People's Car in the Asian Auto – VCA Auto Industry Awards 2009, 1st Place

in Asian Auto-Mudah.my Fuel Efficiency Awards 2009 in the Compact City Cars

Category with a combined fuel efficiency of 5.0l/100km, which is not only the best

performance in its category but also throughout all the participating vehicles in

Malaysia. The Hyundai i10 also won the New Straits Times / Maybank Car of the

Year Award in the Entry Level category.

In 2008, Hyundai commemorated 10 years of operations in India by initiating a trans-

continental drive from Delhi to Paris in two of its i10 Kappa cars. The drive covered a

distance of 10,000 kilometers (6,200 mi) in just 17 days after which the i10s were

showcased at the Paris Motor Show in October.

PROBLEM DEFINITION

What is a Brand?

A Brand is a name, term, sign, symbol or design, or a combination of them, intended

to identify the goods or services of one sellers or group of sellers and to differentiate them

from those of competitors. Most of the marketers say that “ Branding is the art and

cornerstone of marketing”.

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 perpetuity. Brands differ from other assets such as patents and copyrights,

which have expiration dates.

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

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

brand is an even more complex symbol. It can convey up to six levels of meaning.

Attributes:

A brand brings to mind certain attributes. By its well built, well engineered,

expensive, durable, high-prestige automobiles.

Benefits :

Attributes must be translated into functional and emotional benefits. For example, the

attribute “ durable” could translate into the functional benefit. The people says that “I won’t

have to buy another car for several years”. The attribute “expensive” translates into the

emotional benefit “the car makes me fell important and admired”.

Values:

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

performance, safety and prestige.

Culture:

The brand may represent a certain culture.

Personality:

The brand can also project a certain personality.

User:

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

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

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

decide at which levels to anchor the brand identity.

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 or

higher performance. Or suppose the car buyers start placing less importance on high

performance as compared to other benefits.

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

Mercedes stands for high technology, performance and success. Mercedes must project this in

its brand strategy. Mercedes must resist marketing an inexpensive car bearing the name;

doing so would dilute the value and personality Mercedes has built up over the years.

Brand Equity:

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

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

buyers have a fairly high degree of brand awareness. Beyond this are brands with a high

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

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

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

to highest.

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

Customer is satisfied. No reason to change the brand.

Customer is satisfied and would incur costs by changing brand.

Customer values the brand and sees it as a friend.

Customer is devoted to the brand.

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

to the degree of brand-name recognition, perceived brand equity, strong mental and emotional

associations and other assets such as patents, trademarks and channel relationships.

Companies do not normally list brand equity on their balance sheet because of the

arbitrariness of the estimate. But clearly brand equity relates to the premium the brand

commands times the extra volume it moves over an average brand.

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

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

High brand equity provides a number of competitive advantage:

The Company will enjoy reduced marketing costs because of consumer brand awareness

and loyalty.

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

retailers because customers expect them to carry the brand.

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

higher perceived quality.

The Company can more easily launch extensions because the brand name carries high

credibility.

The brand offers the company some defense against price competition.

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

This requires maintaining or improving brand awareness perceived quality and functionality,

and positive associations. These tasks require continuous research and development

investment, skillful advertising and excellent trade and consumer service.

AN OVERVIEW OF BRANDING DECISIONS

Branding Decisions Brand Sponsor Decisions Brand Name Decisions

Brand Strategy Decisions Brand-Repositioning Decisions

4. RESEARCH METHODOLOGY

Repositioning No Repositioning

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

Manufacturers Brand

Distributors (Pvt) Brand

Brand No Brand

Individual Names Blanket Family Name Separate Family Company Individual

Names

Fundamental to the success of any formal marketing research project is a sound

research design. A good research design has the characteristics of problem definition, specific

methods of data collection and analysis, time required for research project and estimate of

expenses to be incurred. The function of a research design is to ensure that the required data

are collected accurately and economically. A research design is purely and simply the

framework or plan for a analysis of data. It is a blue print that is followed in completing a

study. It resembles the architect’s blue–print (map) for constructing a house. It may be

worthwhile to mention here that a research design is nothing more than the framework for the

study ensures that the study will be relevant to the problem and the study will employ

economical procedures.

Claire seltizetal defines Research Design as “Research design is a catalogue of the

phases and facts relating to the formulation of a research effort. It is the arrangement of

collection and analysis of data in a manner that aims to combine relevant to the research

purpose with economy in procedure.”

4.1 OBJECTIVE OF STUDY:

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

1. To know how brand awareness made customer to purchase product (Hyundai car)

2. What factors and variables of brand influence them to purchase.

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

4. To know how they became aware of the brand (i10)

5. To know level of satisfaction about the brand awareness (i10) offered by

Hyundai.

6. To find out the market potential for Hyundai cars (i10).

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

4.2 RESEARCH DESIGN:

There are three important points about research design are,

1. The design of investigation should stem from the problem.

2. Whether the designs are productive in a given problem setting depends on how

imaginatively they are applied. An understanding of the basic designs is needed so

that they can be modified to suit specific purpose.

3. The three basic design are as follows

1. Exploratory Research design

2. Descriptive Research design

3. Casual Research design

The Research design used in the study is descriptive research design

DESCRIPTIVE DESIGN

Descriptive research design is also called explanatory design. This is the one that

simply describes something such as demographic characteristics of consumers who use the

product. The descriptive study is typically concerned with determining frequency with which

something occurs or how two variables vary together.

AREA OF STUDY

Area of study is marketing and the study is on the product HYUNDAI i10.

DATA SOURCES

After identifying and defining the research problem and determining specific

information required to solve the problem, the researcher’s task is to look the type and

sources of data which may yield the desired results. Data sources may be classified as

1. Primary data

2. Secondary data

PRIMARY DATA

Primary data is the original data collected by the researcher first hand. It is collected

for the first time through field survey. These are those that are gathered specifically, for the

problem at hand. The various sources for collecting primary data are questionnaire,

observation, interview, consumer panels etc. The primary source used for this study is

questionnaire.

SECONDARY DATA

Secondary data is the information which is already available in published or

unpublished form. When the needed information is collected from the census of population

available in a library means then it is a secondary data. It is also used for collecting historical

data. The various sources of secondary data are books, periodicals, journals, directories,

magazines, statistical data sources etc. The secondary source used for this study is company

profile, scope, need, review of literature.

RESEARCH INSTRUMENTS

Research instrument are the instruments which is used for gathering or collecting

information. The instruments used in the study are

1. Direct questions

2. Indirect questions

3. Open end questions

4. Close end questions

5. Dichotomous questions

6. Multiple choice questions

7. Ranking questions

DIRECT QUESTIONS

Direct question are just what their names indicates. They explicitly ask for the desired

data. However the directness of the question also relates to the way a response is interpreted.

INDIRECT QUESTIONS

Indirect questions refer to those whose responses are used to indicate or suggest data

about the respondent other than the actual facts given in the answer.

OPEN END QUESTIONS

Sometimes those questions are called free answer question. As the name implies, this

refers to a question that has no fixed alternatives choice to which the answer must conform

the respondent answers in his/her own words and at any length he/she choose.

CLOSE END QUESTIONS

Such question are also called fixed alternative questions they refer to those questions

in which the respondent is given a limited number of alternative response frame which he/she

is to select one that most closely matches his/her opinion or attitude.

MULTIPLE CHOICE QUESTIONS

A multiple choices questions refers to one which provides several set alternatives for

its answer. Thus, it is a middle ground between free answer and dichotomous question.

DICHOTOMOUS QUESTIONS

A dichotomous question refers to one which offers the respondent a choice between

only two alternatives and reduces the issue to its simplest terms. The fixed alternatives are of

the type, yes/no, agree/disagree, true/false etc.

4.3 SAMPLING

Collecting data about each and every unit of the population is called census method.

The approach, where only a few units of population under study are considered for analysis is

called sampling method. There are two main categories under which various sampling

methods can he put. The two categories are,

1. Probability sampling

2. Non-probability sampling

The sampling method adopted for the study is judgement sampling under non-

probability sampling.

NON-PROBABILITY SAMPLING

In non-probability sampling, the chance of any particular unit in the population being

selected is unknown. Since randomness is not involved in the selection process. But this does

not mean that the findings obtained from non-probability sampling probability are of

questionable value. If properly conducted their findings can be as accurate as those obtained

from probability sampling. The three frequently used non-probability designs are,

1. Judgement sampling

2. Convenience sampling

3. Quota sampling

JUDGEMENT SAMPLING

A person knowledgeable about the population under study chooses sample members

he feels would be the most appropriate for the particular study. Thus a sample is selected on

the basis of his judgement.

SAMPLE FRAME

A sampling frame may be defined as the listing of the general components of the

individual units that comprise the defined population.

SAMPLING DESIGN

Sample design is the theoretical basis and the practice means by generalizing from the

characteristics of relatively few of the comprising population. It is the method by which the

sample is chosen.

SAMPLE SIZE

It refers to the number of elements of the population to be sampled. The sample size

chosen for the survey is 50.

SAMPLE PROCEDURE

Sampling procedure explains about as to how the survey has to be conducted. It

depends upon the research objectives to be accomplished through investigation

PILOT SURVEY

For testing the quality the questionnaire was administered to 5 samples, based on their

feedback modification were made in the questionnaire.

ANALYTICAL TOOLS

PERCENTAGES

Percentages refer to a special kind of ratio. Percentages are used in making

comparison between two or more series of data. Percentages are used to describe

relationships. it is expressed as.

Percentages = (no of respondents ÷ total no of respondents) * 100

4.4 DATA ANALYSIS AND INTERPRETATION

AGE GROUP

TABLE: - 1.1

Total Number of Customers Surveyed: 50

AGE GROUP NO.OF CUSTOMERS PERCENTAGE

25-45 26 52%

45-65 20 40%

65 And Above 4 8%

Total 50 100%

Interpretation:

From the above table, we can observe that 52% of the people belongs to 25 – 45 age

group, 40% of the people belongs to 45 - 65 age group and 8% of the people belongs to 65

and above. The analysis shows that most of the people belongs to 25 – 45 age.

GENDER

TABLE:-1.2

Total number of Customers surveyed: 50

Interpretation:

From the above table we can observe that among 50 customers 86% are Males and 14% are

Females.

86%

14%

GENDER NO. OF CUSTOMERS PERCENTAGE

Male 43 86%

Female 7 14%

Total 100 100%

OCCUPATION

TABLE: - 1.3


OCCUPATION NO.OF CUSTOMERS PERCENTAGE

Business 19 38%

Professional 15 30%

Student 4 8%

Employee 12 24%

Total 100 100%

Interpretation:

From the above table, we see that 38% of the people belongs to Business, 30% of the

people from Professionals, 8% of the people from students and 24% of the People belongs to

Employees. The analysis shows that major part of the people belongs to Business category.

INCOME STATUS (PER ANNUM)

TABLE:- 1.4


INCOME NO. OF CUSTOMERS PERCENTAGE

< 20,000 17 34%

20,000-40,000 26 52%

40,000 & above 7 14%

Total 100 100%

Interpretation:

The income status reveals that 34% of them are having less than 20,000 and 52% of

them were between 20,000-40,000 and the remaining 14% were above 40,000. The analysis

shows that the people who having income per annum in between 20,000-40,000 are more.

NO.OF CUSTOMERS0

5

10

15

20

25

30

35

4038

30

8

24

Business

Professional

Student

Employee

FAMILY SIZE

TABLE:-1.5:


FAMILY SIZE NO. OF CUSTOMERS PERCENTAGE

1-2 5 10%

3-5 39 78%

5 & above 6 12%

Total 100 100%

Interpretation:

Family size reveals that 10% of the people are having 1-2 family size, 78% of the

people are having 3-5 family size and 12% of the people are having above 5 family size. The

analysis shows that the family size having 3-5 are using more.

34%

52%

14%

PURPOSE OF PURCHASE

TABLE:-6.6


PURPOSE NO. OF CUSTOMERS PERCENTAGE

Utility 22 44%

Necessity 26 52%

Status 2 4%

Total 100 100%

Interpretation:

From the table, we can observe that 44% of the people purchase the car for the

purpose of utility, 52% of the people purchase for necessity and 4% people purchase for

status. The analysis shows that most of the people that is 52% purchase for necessity.

1 to 2 3 to 5 5 & above0

10

20

30

40

50

60

70

80

90

WHAT FACTORS INFLUENCE TO BUY i10

TABLE: - 6.7


FACTORS NO.OF CUSTOMERS PERCENTAGE

Style 7 14%

Price 9 18%

Brand image 15 30%

Performance 10 20%

Publicity 9 18%

Total 100 100%

Interpretation:

Utility Necessity Status0

10

20

30

40

50

60

44

52

4

From the table, we can examine that 14% of the people prefer style, 18% of the

people prefer price, 30% of the people opt for Brand image, 20% of the people have a

preference on Performance and 18% of the people opt for Publicity for buying the I10 Car.

The analysis shows most of them consider Brand image while buying.

WHO INFLUECNE TO PURCHASE THE CAR

TABLE:-6.8


FACTORS NO.OF CUSTOMERS PERCENTAGE

Myself 10 30%

Family Members 7 14%

Friends 11 22%

Relatives 3 6%

Advertisements 17 34%

Others 2 4%

Total 100 100%

NO.OF CUSTOMERS0

5

10

15

20

25

30

Style

Price

Brand image

Performance

Publicity

Interpretation:

From the table, we can observe that 30% of the people are decided to purchase the car

on themselves, 14% of the people are influenced by family members, 22% of the people are

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

people are influenced by other factors. The analysis shows that major portion of the people

are influenced by advertisements.

IMPACT OF SHAHRUKH KHAN ON SALES

TABLE: -6.9


IMPACTNO. OF

CUSTOMERSPERCENTAGE

Yes 56 56%

No 44 44%

Total 100 100%

Interpretation:

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

of increase in sales whereas 44% of the people say that Sharukh Khan has no impact of

increase in sales.

GOOD VALUE

TABLE:- 6.10


GOOD VALUENO. OF

CUSTOMERSPERCENTAGE

Yes 46 92%

No 4 8%

Total 100 100%

Interpretation:

56%44%

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

Good Value for money whereas 8% of the people feel that Hyundai products do not give

Good Value for money.

PRICING OF THE CAR

TABLE:- 6.11


Yes No

0

10

20

30

40

50

60

70

80

90

100 92

8

PRICING LEVELNO. OF

CUSTOMERSPERCENTAGE

Excellent 3 6%

Good 32 64%

Satisfactory 15 30%

Not satisfied - -

Total 100 100%

Interpretation:

From the table, we observe that 6% of the people feel that the Price of the car is

Excellent, 64% of the people feel that it is Good, 30% feel it is satisfactory and none of them

are dissatisfied with the Price of the product. The Highest % of the people feel that the Price

of the car is Good.

Excellent

Good

Satisfactory

SUPERIOR TO COMPETITORS CARS

TABLE:-6.12


SUPERIOR CUSTOMERS PERCENTAGE

Yes 44 88%

No 6 12%

Total 100 100%

Interpretation:

From the table, we can observe that 88% of the people say that i10 car is superior to

competitors cars and 12% says that it is not.

Yes No0

10

20

30

40

50

60

70

80

90

100

88

12

SUMMARY

The market of Hyundai cars (i10, Accent and Sonata) is growing at rapid speed.

Hyundai being one of the dominating and leading players in passenger car market is expected

to attract significant attention among the investors.

In this Automobile segment there has been heightened competition with other leading

players like Maruti, Honda, Ford and many others.

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

cars and modifications done with the existing product (e.g., santro) and were introduced in the

market. Hyundai small car segment has occupied second position in the market share.

Majority of the people have informed Brand Awareness toward I10. Most of the

customers are very much satisfied with the services offered by the company while few of

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

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

rated as satisfactory.

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

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

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

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

Finally the customers are very happy about Brand Awareness toward I10.

5. FINDINGS

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

included customers, by questionnaire method to find out the brand awareness towards I10

with reference to AYS HYUNDAI.

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

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

occupy 24% of the customers.

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

The promotional strategy of Hyundai is advertisement of which electronic media and by

press media are playing a vital role.

Out of the models of Hyundai the second most popular brand is I10 because it is

possessed by 45% of the customers.

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

Hyundai to the maintenance of the car.

Though the customers are having good awareness levels regarding the programs being

conducted by Hyundai, they are not attending the programs because of various reasons.

The customers find some problem’s regarding the mileage of I10 while comparing with

the remaining models.

6. SUGGESTIONS

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

following suggestions can be given regarding the Brand Awareness towards I10.

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

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

complaints of customers regarding its problems like low mileage.

Transaction and value based loyalty programs can be conducted.

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

and passengers could have a comfortable drive.

Analyzing the complaints given by many customers regarding uncomfortable seats

has made its suggestion.

7. ANNEXURE

QUESTIONNAIRE ON Hyundai i10

1. Name of the respondent :

2. Address of the respondent :

3. Phone No :

4. Age Group :

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

5. Gender :

(a) Male (b) Female

6. Qualification : _________________________

7. Occupation :

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

8. Income Per Annum :

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

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

9. Family Size :

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

10. Purpose of purchase of the car :

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

11. What influenced to buy i10?

(a) Styling (b) Pricing (c) Brand Image

(d) Performance (e) Publicity

12. Who influenced you to purchase the car?

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

(d) Relatives (e) Advertisements (f) Others

13. Why did you purchase only i10 instead of any other small car?

(a) Quality (b) Easy to drive

(c) Comfort (d) Technically good

14. Do you feel that brand ambassador Mr. Sharukh Khan has an impact on the increase in

sales?

(a) Yes (b) No

15. Do you feel that Hyundai products give good value for money?

(a) Yes (b) No

16. How do you feel the pricing of the car?

(a) Excellent (b) Good (c) Satisfactory (d) Unsatisfactory

17. Do you feel that i10 is superior to competitors cars in its segment?

(a) Yes (b) No

18. Do you recommend i10 to your friends and relatives?

(a) Yes (b) No

19. Your comments/suggestions if any?

_____________________________________________________________________

________________________________________________________

8. BIBLIOGRAPHY

MARKETING MANAGEMENT

--By PHILIP KOTLER

COMPANY BROUCHERS & MANUALS

MAGAZINES

OVERDRIVE

BUSINESS TODAY

WWW.GOOGLE.COM.

Marketing Mini Project

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