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A STUDY ON CONSUMER PERCEPTION OF HYUNDAI
SANTRO CARS IN NAGAPATTINAM CITY
1Dr.M. Kaliyaperumal,
2Dr. M.K. Mishra
Head Dept of Commerce , Director IPR
Edyathangudy G.S. Pillay Arts and Science College Nagapattinam(T.N.)
ABSTRACT:
The customer’s taste and preferences vary with the passage of time. The need for this study emerged because to find
out the consumer perception of Hyundai Santro cars in Salem city, in this emerging trend. This study further finds
that whether customer’s expectations level for the brand preference over the competing brands and to find out the
consumer perception on various attributes of the products. This study, it helps the dealer to learn whether the
customer’s were treated in a good manner and whether customer’s problems were taken with utmost care and how
good relationship is maintained between their customers
1. INTRODUCTION
The far-reaching economic reforms undertaken since 1991 have unleashed the growth potential of the Indian
economy. A series of “Second Generation Reforms” aimed at deregulating the country and stimulating foreign
investment have moved India firmly into the front ranks of the rapidly growing Asia Pacific region.
The automotive Industry in India is now working in terms of the dynamics of an open market. Many joint ventures
have been set up in India with foreign collaboration, both technical and financial with leading global manufactures.
The Government of India is keen to provide a suitable economic and business environment conducive to the success
of the established and prospective foreign partnership ventures.
The joint venture list indicates a wide variation ranging from 10% to 100%, i.e., wholly owned foreign subsidiaries.
The equity participation is not regulated by Government but is market driven. It depends upon the market
perceptions of the joint venture partners and their business perceptions primarily in terms of technological, financial
and market strengths of the partners. The setting up of joint ventures has also led to enhanced capacity creation in
the vehicle sector, particularly in the passenger car sector and the additional capacity is expected to mount by one
million passenger cars in the next 4-5 years.
2. OBJECTIVES OF THE STUDY
To identify the various attributes of Santro cars that influences on an individual’s choice among alternatives. To
identify the reason for the brand preference over the competing brands and to find out the consumer perception on
various attributes of the products.To identify the maintenance handling system adopted by the users. To find out the
consumer satisfaction level on service provided by the dealers and also towards their product.To suggest wants and
means for their improvement.
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3. METHODOLOGY: Methodology is a way to systematically solve the research problems. It explains the
various steps that are generally adopted by a researcher in studying the research problem with logic behind
them.
3.1. RESEARCH DESIGN: The research design adopted for this study has been a Descriptive design
Sources Of Data:The researcher collected both primary and secondary data for this study by primary data,
secondary data
Sampling Design
A sample plan is a definite plan for obtaining a sample from a given population. It refers to the technique or the
procedure the researcher would adopt in selecting items for the sample: Population, Sampling Frame, Sampling
Unit, Sampling method
3.2. STATISTICAL TOOLS USED FOR THE STUDY
The data has been mainly analyzed by using the following methods and tests; %age Analysis,Two - Way
analysis,Chi - Square Test,Chi-square is used most frequently to test the stastical significance of results reported in
bivariate tables and interpreting bivariate tables is integral to interpreting the results of a chi-square test.
Null Hypothesis (H0)
The hypothesis or assumptions, about a population parameter we wish to test, usually an assumption of the status
quo.
Alternative Hypothesis (H1)
The conclusion we accept when the data fail to support the null hypothesis.
Statistical Test
Chi - square test (ᵡ 2) = ∑ (O-E)
2
______
E
Degrees of Freedom = (R-1) (C-1),Whereas,O = Observed frequency,E = Expected frequency,R = Number of rows,
C = Number of columns
To find E
Row total × Column total
Expected frequency = --------------------------------------------
Grand total
3.3. LIMITATIONS OF THE STUDY
1. The survey was limited to
Nagapattinam City only
2. The study covers only
Hyundai Santro
3. The respondents were less
interested in answer the
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Questionnaire, as they felt that it was an interruption to their regular work.
4. The number of respondents was limited to 90
4. ANALYSIS AND INTERPRETATION
Table 1:Age Level of The Respondents
S. No
Age Level
SANTRO
No. Of Respondents
%age
1. Upto 30 yrs. 18
20.0
2. 31 - 40 yrs 24 26.7
3.
Above 40 yrs 48 53.3
Total 90 100.0
Table 2:Gender of The Respondents
S. No Gender SANTRO
No.of Respondents %age
1 Male
62 68.9
2 Female
28 31.1
Total 90 100.0
Table 3:Marital Status of The Respondents
S. No
Marital status
SANTRO
No. of Respondents %age
1 Male 67 74.4
2
Female 23
25.6
Total 90 100.0
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Table 4:Educational Qualification of The Respondents
S. No Educational
Qualification
SANTRO
No.of Respondents %age
1 High School 14 15.6
2 Graduates 28 31.1
3 Post Graduates 48 53.3
Total 90 100.0
Table 5:Monthly Income Level Of The Responders
S. No Monthly Income Level SANTRO
No.of Respondents %age
1 Upto Rs.15,000 13 14.4
2 Rs.15,001 – Rs.20,000 26 28.9
3 Rs.20,001 – Rs.25,000 30 33.4
Total 90 100.0
Table 6:Family Size Of The Respondents
S. No
Family Size
SANTRO
No. Of Respondents %age
1 Upto 3 members 42 46.7
2 4-5 members 39 43.3
3 Above 5 members 09 10.0
Total
90 100.0
Table 7:Year Of Usage of Santro Car
S. No
Using Years
SANTRO
No. of Respondents %age
1 Upto 3 years 38 42.2
2 4-5 years 27 30.0
3 Above 5 years 25 27.8
Total 90 100.0
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Table 8:Driving Kilometres Per Day
S. No
Kilometers
SANTRO
No. of Respondents %age
1 Less than 10 kms 05 5.6
2 10-25 kms 43 47.8
3 25-50 kms 21 23.3
4 50-75 kms 17 18.9
5 Above 75 kms 04 4.4
Total 90 100.0
Table 9:Influencing Factors While Purchasing The Car
S. No
Influencing Factor
SANTRO
No. of Respondents %age
1 Price 10 11.1
2 Brand name 07 7.8
3 Comfort 09 10.0
4 Safety 05 5.6
5 Interiors 11 12.2
6 Exteriors 03 3.3
7 Mileage 23 25.6
8 Performance - -
9 Maintenance cost 19 21.1
10 Others 03 3.3
Total 90 100.0
Table 10:Influencing Person To Prefer Santro Cars
S. No
Influencing person
SANTRO
No. of Respondents %age
1 Dealers 14 15.6
2 Family members 10 11.1
3 Friends & Relations 24 26.7
4 Self 42 46.7
Total 90 100.0
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Table 11:Seen The Dealer’s Advertisement Of The Santro
S.No
Opinion
SANTRO
No. of Respondents %age
1
Yes 73
81.1
2 No 17 18.9
Table 12:Seen The Dealer’s Advertisement Of The Santro
S. No
Opinion
SANTRO
No. of Respondents %age
1 Highly attractive 15 16.7
2 Attractive 45 50.0
3 Moderately attractive 30 33.3
Total 90 100.0
Table 13:Level of Perception About The Performance
S. No
Level of Perception
SANTRO
No. of Respondents %age
1 Low Level - -
2 Medium Level 32 35.6
3 High Level 58 64.4
Total 90 100.0
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Table 14:Maintenance Handling System
Maintenance Time
SANTRO
No. of Respondents %age
1 Through scheduled maintenance
71
78.8
2 As problem arise
19
21.1
3 Positive as long as possible - -
Total
90 100.0
Table 15:Reminder of The Maintenance Time
S. No
Reminder
SANTRO
No. of Respondents %age
1 Automobile Dealers Reminder 47 52.2
2 Mechanic Shop Reminder 06 6.7
3 Personal Records
37 41.1
Total 90 100.0
Table 16: Opinion about The Service Offered By Dealer
S. No
Opinion
SANTRO
No. of Respondents %age
1 Excellent 43 47.7
2 Very Good 26 28.9
3 Average 14 15.6
4 Below Average 07 7.8
Total 90 100.0
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Table 17:Respondents Satisfaction Level On Santro Cars
Opinion
SANTRO
No. of Respondents %age
1 Very Satisfied 24 26.7
2 Satisfied 62 68.9
3 Dissatisfied 04 4.4
4 Highly dissatisfied - -
Total 90 100.0
Table 18:Level Of Brand Loyal Customers In Santro Cars
S.No
Opinion
SANTRO
No. of Respondents %age
1 Yes 51 69.9
2 No 22 30.1
Total
90
100.0
Table 19:Recommendations On Santro Cars To Friends And Relatives
S. No
Recommended
SANTRO
No. of Respondents %age
1 Certainly 73 81.1
2 Uncertainly 17 18.9
Total 90 100.0
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Table 20:Age And Customer Perception Towards Santro Cars (Tw0- Way Table)
S.No
Age
Level of perception
Total Medium High
1 Upto 30 yrs 5 13
18
2 31 to 40 yrs 9 15
25
3 Above 40 yrs 15 33
48
Total 29 61 90
Null Hypothesis (H0) - There is no significant relationship Between Gender and customer
Perception towards Santro Car.
Alternative Hypothesis (H1) - There is close significant Relationship between Gender and Customer Perception
towards Santro Car.
CHI-SQUARE (ᵡ2) CALCULATION:
Calculated ᵡ 2 value = 6.875
Degree of freedom = 2
Table value = 5.991
Level of Significance = 5%
It is found from the above analysis that calculated chi-square Value greater than the table value at 2 dfand Null
hypothesis rejected. So, we concluded that, there is close Significant relationship between the age and Customer
Perception towards Santro Cars.
Table 21:Gender And Customer Perception Towards Santro Cars (Two-Way Table)
S.No
Gender
Level of perception
Total
Medium High
1 Male 13 49 62
2 Female 10 18 28
Total 23 67 90
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Null Hypothesis (H0) - There is no significant relationshipBetween Gender and customer Perception
towards Santro Car.
Alternative Hypothesis (H1) - There is close significant Relationship between Gender and Customer Perception
towards Santro Car.
CHI-SQUARE (ᵡ2) CALCULATION:
Calculated ᵡ 2 value:8.076,Degree of Freedom:3,Table Value:7.815,Level of Significance:5%
It is found from the above analysis that is calculated chi-square value greater than the table value at 3 dfand null
hypothesis rejected. So, we concluded that, there is close significant relationship between the Gender and Customer
Perception towards Santro Car.
Table 22:Educational Qualification And Customer Perception Towards Santro Cars (Two-Way Table)
S.No Educational Qualification
Level of perception
Total Medium High
1 High school 3 11 14
2 Graduate 13 15 28
3 Post Graduate 16 32 64
Total 32 58 90
Null Hypothesis (H0) - There is no significantrelationship between Educational Qualification
and customer Perception towards Santro Car.Alternative Hypothesis (H1) - There is close significant relationship
between Educational Qualification and customer Perception towards Santro Car.
CHI – SQUARE (ᵡ2) CALCULATION
Calculated ᵡ 2 value=6.389,Degree of Freedom=2,Table Value=5.991,Level of Significance=5%It is found from the
above analysis that calculated chi – square value greater than the table value at 2 dfand null hypothesis rejected. So,
we concluded that, there is close significant relationship between the Educational Qualification and Customer
Perception towards Santro Car.
Table 23:Monthly Income And Customer Perception Towards Santro Cars (Two-Way Table)
S.No
Monthly income
Level of Perception
Total Medium High
1 Upto Rs. 15,000 7 6 13
2 Rs.15,001 –
Rs. 20,000 6 20 26
3 Rs.20,000 –
Rs. 25,000 6 15 21
4 Above Rs.25,000 9 21 30
Total 28 62 30
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Null Hypothesis (H0)There is no significant relationship Between Income Level and Customer Perception towards
Santro Cars.
Alternative Hypothesis (H1) –There is close significant Relationship between Income Level and customer Perception
Towards Santro Car.
CHI-SQUARE (ᵡ2) CALCULATION
Calculated ᵡ 2 value=7.865,Df=3,Table Value=7.815,Level of Significance=5%
It is found from the above analysis that calculated chi-square value greater than the table value at 3 dfand null
hypothesis rejected. So, we concluded that, there is close significant relationship between the Income Level and
Customer Perception towards Santro Cars.
Table 24:Family Size And Customer Perception Towards Santro Cars (Two-Way Table)
S.No
Family Size
Level of Perception
Total
Medium
High
1 Upto 3 members 9 33 42
2 4-5 members 22 17 49
3 Above 5 members 6 3 9
Total 37 53 90
Null hypothesis (H0)- There is no significant,Relationship between Family Size and customer Perception Towards
Santro Cars.
Alternative Hypothesis (H1): There is close significant Relationship between Income Level and customer
Perception Towards Santro Car.
CHI – SQUARE (ᵡ2) CALCULATION:
Calculated ᵡ 2 value=6.882,Df=2,Table Value:5.991,Level of Significant=5% It is found from the above
analysis that calculated chi – square value greater than the table value at 2 dfand null hypothesis rejected. So, we
concluded that, there is close significant relationship between the family size and customer Perception towards
Santro Cars.
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Table 25:Period Of Usage And Customer Perception Towards Santro Cars (Two- Way Table)
S.No
Using period
Level of perception
Total
Medium
High
1 Upto 3 years 13 25 38
2 4-5 years 9 18 27
3 Above 5 years 11 14 25
Total 33 57 90
Null hypothesis (H0): There is no significant Relationship between Family Size and customer Perception Towards
Santro Cars.
Alternative hypothesis (H1) :There is close significant Relationship between Family Size and customer Perception
Towards Santro Cars.
CHI – SQUARE (ᵡ2) CALCULATION:
Calculated ᵡ 2 value=6.913,Df=2,Table Value=5.991,Level of Significant=5%It is found from the above analysis
that calculated Chi–square value greater than the table value at 2 dfand null hypothesis rejected. So, we concluded
that, there is close significant relationship between the family size and customer Perception towards Santro Cars.
Table 26:Overall Perception Level Of The Respondents Towards Various Attributes Of Santro Cars
S.No Attributes Very high High Moderate Low Very low
1 Price
8 23 52 7 0
2 Brand Name 14 63
12 0 0
3 comfort
6 44 36 4 0
4 safety
5 41 38 6 0
5 interiors
4 68 16 2 0
6 exteriors
7 52 27 4 0
7 mileage
13 46 23 8 2
8 performance
15 66 4 5 0
9 Maintenance
Cost 3 58 14 11 16
10 others 4 57 20 3 6
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From the foregoing discussion on the consumer perception of Hyundai Santro Cars in Nagapattinam City the
following are the main findings of the study.
5.RESULT AND DISCUSSION
53.3 % of the respondents were fall in the age group of above 40 years and 20.0 % of the respondents were fall in
the age group of 30 years. 68.9 % of the respondents were belongs to male Category and 31.1 % of the respondents
belongs to female category.74.4 % of the respondents were married and 25.6 % of the respondents were unmarried.
4. 53.3 % of the respondents were post graduates and 31.3 % of the respondents were graduates and 15.6 % of the
respondents were school studied. 33.4 % of the respondents were earn above Rs.25, 000; 28.9 % of the respondents
were earn between Rs.15, 001 to Rs.20, 000 and 14.4 % of the respondents were earn upto Rs.15, 000. 46.7 % of the
respondents had upto 3 members their family, 43.3 % of the respondents had 4-5 members in their family and 10.0
% of the respondents had more than 5 members in their family. 42.2 % of the respondents were used their cars upto
3 upto 3 years, 30.0 % of the respondents were used their cars between 4-5 years and 27.8 % of the respondents
were used their cars were above 5 years. 47.8 % of the respondents were drive their car between 10-25 kms per day,
23.3 % of the respondents were drive their car between 25-50 kms per day of the respondents were drive their car
were above 75 kms per day.25.6 % of the respondents were influenced by mileage, 21,1 % of the respondents were
influenced by maintenance, 12.2 % of the respondents were influenced by design of the car, 11.1 % of the
respondents were influenced by price factor and 5.6 % of the respondents were influenced by safety factors.. 46.6
respondents were influenced by self, 26.7 % of the respondents were influenced by friends and relatives, 15.6 % of
the respondents were influenced by dealers and 11.1 % of the respondents were influenced by family members.81.1
% of the respondents were seen the dealer advertisement about Santro car and 18.9 % of the respondents were did
not seen the dealer advertisement. 50.0 % of the respondents were opinion about the advertisement were attractive,
33.3 % of the respondents opinion about the advertisement were moderately attractive and 16.7 % of the respondents
were opinion about the advertisement were highly attractive. 64.4 % of the respondents were high level of
perception about Santro car and 35.6 % of the respondents were perceived medium level of car. 78.9 % of the
respondents were maintained their car as per scheduled time and 21.1 % of the respondents were maintained their
car when problems arise.52.2 % of the respondents were maintained their car by automobile dealers, 41.1 % of the
respondents were maintained their car by personal records and 6.7 % of the respondents were maintained their car
by other mechanic shop workers.47.7 % of the respondents were felt excellent about serviced offered by the dealer,
28.9 % of the respondents were felt that very good opinion about service, 15.6 % of the respondents were felt that
average about service and 7.8 % of the respondents were felt that below average about service rendered by the
dealer. 68.9 % of the respondents were satisfied for overall opinion, 26.7 % of respondents were very satisfied for
overall opinion and only 4.4 % of the respondents were dissatisfied on overall opinion.69.9 % of the respondents
were brand loyal customers in Santro cars and the rest 30.1 % were other cars as brand loyal. 81.1 % of the
respondents were certainly recommend Santro cars to their friends and relatively and 18.9 % of the respondents
were uncertain to recommend Santro cars to their friends and relatives.calculated chi-square value greater than the
table value at 2 df and null hypothesis rejected. So, we concluded that, there is close significant relationship between
the age and Customer Perception towards Santro Cars calculated chi-square value greater than the table value at 3 df
and null hypothesis rejected. So, we concluded that, there is no significant relationship between the Gender and
Customer Perception towards Santro car. Calculated chi-square value greater than the table value at 2 df and null
hypothesis rejected. So, we concluded that, there is no significant relationship between the Educational Qualification
and Customer Perception towards Santro car.calculated chi-square value greater than the table value at 3 df and null
hypothesis rejected. So, we concluded that, there is no significant relationship between the Income Level and
Customer Perception towards Santro cars.calculated chi-square value greater than the table value at 2 df and null
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hypothesis rejected. So, we concluded that, there is no significant relationship between the Family size and
Customer Perception towards Santro cars. Calculated chi-square value greater than the table value at 2 df and null
hypothesis rejected. So, we concluded that, there is no significant relationship between the Using period and
Customer Perception towards Santro cars.
6. CONCLUSION
In this competitive world, every company has to make valuable decision for profit maximization through sales
maximization. Every organization should strive to make t consumer satisfaction its work culture. In order to ensure
development of such a culture, the initiative has to come from the top management who, by their thinking, direction
and action, should convey clear message down the line without any ambiguity. It should not happen that the
organization keeps this lofty objective only for publicity and lip service and actual actions are oriented in some other
directions. The management should ensure that the staffs are trained to service the customer in a way that leaves a
lasting impression on him. In the automotive industry, product and service differentiation only highlights the
company from the competitors. The performance, service and complaint redressel are designed to achieve
excellence and customer delight. It is obvious that if these suggestions are implemented, HMIL can place a
dominant position in the market as well as in the minds of the customers.
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