THE INDIAN CAR MARKET TWO CAR MODELS : Ambassador from Hindustan Motors and

Fiat from Premier Automobiles. No other domestic or foreign investor was allowed to enter

Indian car industry. Poor technological improvements which effected growth of

industry. In 1980’s government tied up with noted Japanese company,

Suzuki and founded Maruti Udyog Ltd. 1983, MUL launched ‘maruti 800’ at Rs.40000 with 79%

market share. Hyundai entered in 1996 in chennai. In 1998, Santro launched – world debut in india.

HYUNDAI MOTORS HMIL is a wholly owned subsidiary of hyundai motor

company in India. It was formed in 1996 by HMC of South Korea. The name Hyundai was chosen for its meaning which in

English translates to ‘modern’ . The oval shape represents the company’s global

expansion and the stylized ‘H’ is symbolic of 2 people ( the company and the customer) shaking hands.

The second largest car manufacturer and the largest passenger car exporter from india.

Hyundai has one of the most advanced research and development facilities that focus on state of the art product and design engineering and rigorous quality enhancement.

The Hyundai i10 is a hatchback bodied city car produced by the Hyundai Motor Company, launched on 31 October 2007, manufactured only in India, at Hyundai's Chennai Plant — and sold globally (not for South Korea). Replacing the Atos/Atos Prime/Amica/Santro (except in India, where the lower-priced Santro Xing is still being sold below it), it is marketed below the Getz andi20 (which replaces the Getz in most countries). In India Hyundai i10 is available with nine variants, and with two different engine options.

OBJECTIVES OF THE STUDY

Primary objective: To find out various drives that motivates

customers to buy Hyundai i10 car. Secondary objectives: to know more about the overall

experience of customers about DPG Hyundai .

RESEARCH DESIGN Here descriptive research design is used for

analyzing buying motives of hyundai i10 car.SAMPLING TECHNIQUE Non probability sampling technique was used

here.SAMPLE SIZE Here the sample size is 100 and it is limited to the

area of Patiala.COLLECTION OF DATA A well structured questionnaire was used to

collect primary data from the customers. The customers were given multiple choices to select their particular answers.

SCOPE OF STUDY Patiala

ANALYSIS AND FINDINGS

1) INFLUENCE OF AGE ON BUYING DECISION

12%

42%

36%

10%

20 - 30

30 - 40

40 - 50

50 - 60

34%

36%

24%

6%

below 3

3-6 months

6-9 months

9 & above

12%

88%

Sales

yes

no

44%

6%12%

4%

10%

24%

television

newspaper

personnel sources

product demos

sales representatives

experienced users

32%

26%

28%

12%

2%

highly influenced

influenced

neutral

less influenced

not influenced

62%

38%

yes

no

96%

4%

official

personal

48%

36%

14%

2%

family

friends and relatives

colleagues

others

42%

14%

28%

16%

service quality

accessibility

brand loyalty

customer relationship

84%

16%

yes

no

Ø Age: Majority of the customers falling under the age group of 30-40

Ø Occupation: Majority of the users are professionals such as doctors, engineers etc..

Ø Duration of usage: Most of the customers made their purchase between last six months. There is a fast movement in the sale of i10 cars within the last 6 months i.e., public opinion about the car is increasing and it‘s in turn act as a buying motive.

Ø Buying preference: Majority of the customers prefer comfort as an important factor while making the purchase decision of a car.

Ø Style: Most of the customers (64%) were influenced by the style of the car.

 Ø Parts and service availability: Most of the customers (58%) were influenced by the parts and service availability of Hyundai i10.

Ø Brand perception of customers: Most of the customers (62%) were influenced by the brand image of Hyundai.

Ø Purpose of Buying: Majority of the customers (98%) were purchased their car for personal purposes

Ø Purchase Decision: Majority of the customers made their decision collectively i.e., it has got that much family acceptance.

Ø Advertisement: Majority of the customers were

influenced by the TV advertisements. Ø Experienced Users: It is very important note that

experienced customers become an important influencing factor behind a number of purchases.

Ø Factors influencing Choice of dealers: Customers have high preference on service quality of dealers and it also act as an important influencing factor while they make their purchase decision.

Ø Customer satisfaction: Majority of the customers (92%) were highly satisfied about the performance of the car.

Ø Recommendations Majority of customers like to recommend i10 to others. It indirectly reflected that they are all satisfied with the performance of Hyundai i10.

The project entitled ―the study on buying motive of Hyundai i10 car with special reference to DPG Hyundai undertaken by the researcher on behalf of the DPG Hyundai Automobiles, Patiala would help the dealer to know about the various drives of customers that motivate them to purchase Hyundai i10. The company can design proper marketing strategies from these findings.

The company should improve the service quality of Hyundai i10 because most of the customers have the opinion that service quality of DPG regarding i10 is low as compared to other brands. It will adversely affect the public opinion regarding DPG.

The company should also improve the morality of existing customers because existing customers are one of the important influencing factors.

Company can give Offers & Schemes to attract customers.

The company can arrange more product demos in crowded places .

Company should launch more exchange schemes. Enhance brand image.

1. The study was confined to only Patiala district. Therefore the results cannot be generalized.

2. Customers were reluctant to answer certain questions.

3. The result generated out of the study is completely dependent on the nature of the response given by the customers.

4. Short span of time was a limiting factor. 5. Customer satisfaction varies from time to time.

It will not remain constant.  Despite these limitations, a sincere attempt has

been made to collect and analyze the data and present the information as accurately as possible.

THANK YOU