Download - BALAJI ANCHEWAR

1

A

PROJECT REPORT

ON

“Customer Satisfaction Level of Hyundai Motors in Nanded Region”

At

Jaya Hyundai

Sujaya Enterprises Pvt. Ltd. Nanded.

SUBMITTED BY

BALAJI N. ANCHEWAR

(BATCH 2010-11)

UNDER THE GUIDENCE

OF

Dr.Prof .M.S.DESHPANDE

SUBMITTED TO

S.R.T.M.U.NANDED

IN PARTIAL FULFILLMENT OF TWO YEARS FULL TIME COURSE MASTER IN BUSINESS ADMINISTRATION

(MBA)

SCHOOL OF COMMERCE AND MANAGEMENT SCIENCE

NANDED

2

ACKNOWLEDGEMENT

This project is not an individual effort but a collection of efforts by each

and every member associated with it. Working with JAYA HYUNDAI,

SUJAYA ENTERPRISES PVT. LTD. has been an educative, interesting

and motivating experience.

I would hereby like to extend my gratitude to the following people without

whose co-operation and help at every stage the successful completion of

the project would not have been possible. First of all, I would like to

express my profound gratitude and a sincere thanks to employee and

Manager of JAYA HYUNDAI PVT. LTD. for his valuable time and

educative guidance. His constant support and practical approach helped

make the project more objective. It is wonderful experience working with

JAYA HYUNDAI PVT. LTD. which is itself a privilege.

I would also like to take this opportunity to thank SCHOOL OF

COMMERCE AND MANAGEMENT SCIENCE, SANGLI and Director Dr.

J.V.JOSHI for providing me the opportunity to put the theoretical inputs

gathered at the institute to practice.

I also feel a sense of gratitude towards Dr.Prof. M.S.DESHPANDE , my

internal project guide who took personal interest in the progress of the

project.

BALAJI

ANCHEWAR

MBAII- Marketing

3

PREFACE

For a management student theoretical knowledge as well as practically orientation exposes

oneself to experiences, one can again be mastering it is best possible time. MBA curriculum

has been fine-tuned in such a way that a student not applies the theoretical knowledge but

also again it in a practical sense. Thus objective can be attained through application of theory

tools concepts and techniques of Management

Balanced theoretical and practical knowledge are essential for every student and MBA

curriculum is conceived in such a way so as to facilitate practical purpose. To procure this

objective the research undertook the project “TO STUDY THE CUSTOMER

SATISFACTION LEVEL OF HYUNDAI MOTORS IN NANDED REGION”

4

Chapter 11) INTRODUCTION

1.1) Automobile Sector in India

One of the major industrial sectors in India is the automobile sector. Subsequent to the

liberalization, the automobile sector has been aptly described as the sunrise sector of the

Indian economy as this sector has witnessed tremendous growth.

Automobile Industry was delicensed in July 1991 with the announcement of the New

Industrial Policy. The passenger car industry was, however, delicensed in 1993. No industrial

licence is required for setting up of any unit for manufacture of automobiles except

in some special cases. The norms for Foreign Investment and import of technology have also

been progressively liberalized over the years for manufacture of vehicles including passenger

cars in order to make this sector globally competitive. At present 100% Foreign Direct

Investment (FDI) is permissible under automatic route in this sector including passenger car

segment. The import of technology/technological upgradation on the royalty payment of 5%

without any duration limit and lump sum payment of USD 2 million is also allowed under

automatic route in this sector. With the gradual liberalization of the automobile sector since

1991, the number of manufacturing facilities in India has grown progressively.

INTRODUCTION OF THE PROJECT

The introduction of the project is very essential for research purpose.

The study of customer satisfaction level of Hyundai motors is the study of satisfaction and

delightedness to the Hyundai motors. This study helps to know the likeliness, brand image,

strength & weakness of the product. This determines the sales promotion. This project would

be beneficial to know the feedback of the customers & also the way to provide better

facilities and services to the customers.

5

Since the four wheelers are generally used by high profile people, they look towards

the luxurious look, safety and the beautiful interior. In this project their satisfaction towards

their demand is checked out.

1.2) OBJECTIVES OF THE STUDY

In the current scenario of cutthroat competition, every company

invest in some new technology for their expansion & to maintain the

quality, reduce the cost & to produce the new product. My objective in this

survey is to study the demography of customers in Nanded region and

determining the satisfaction level of customers in Nanded region.

1.2.1) PRIMARY OBJECTIVES:-

1. To segment the potential customers in Nanded for Hyundai Motors.

2. To study the satisfaction level of customers of Hyundai motors in Nanded region.

3. To understand the gap between company offering and customers requirement

1.2.2) SECONDARY OBJECTIVES:-

1. To study the services given by Jaya Hyundai Pvt.Ltd. In terms of

servicing, warranty, maintenance and repairing.

2. To analyze Customers opinion about Quality and Pricing policies.

3. To study the factors influencing on the buying behaviour of the

customers.

4. To know the grievances of customer, if any.

5. To study the eagerness to buy Hyundai motors among the

customers.

6. To find out the brand awareness/perception in society about Hyundai motor

1.3) RESEARCH METHODOLOGY

1.3.1) RESEARCH DSIGN

6

“Research design is the plan, structure, and strategy of

investigation conceived so as to obtain answer to research question and

to control variance.”

The definition consists of three important terms plan, structure and

strategy. The plan is an outline of the scheme on which the researcher is

to work. The structure of the research is more specific outline or the

scheme and the strategy show how the research will be carried out,

specifying the method to be used in the collection and analysis of the

data. From the definition it is thus evident that research design is more of

a blueprint of the research. It can be compared with the plan of house,

which lays down the method and procedure for the collection of requisite

information and its measurement and analysis with a view of arriving at

meaningful conclusion at the end of the proposed study.

1.3.2) Types of research design

It should be remembered that there is no perfect research design.

Research design has been classified under three broad categories as

under:

1) Exploratory study

2) Descriptive study

3) Casual study

I have used descriptive research design for the

project. This type of design is used when the researcher is interested in

knowing the characteristic of certain groups such as age, sex, education

level, occupation or income. Other cases where it is used when the

researcher is interested in knowing the proportion of people in a given

population who have behaved in a particular manner, making projections

of certain thing or determining the relationship between two or more

variables. This is factual and well structured approach. I have used the

cross sectional survey technique where I got the information from

preparing the questionnaire and the used it for the analysis.

7

SOURCES OF DATA

PRIMARY DATA SECONDARY DATA

1.3.3) THE TWO SOURCES OF DATA

(1) Primary data

(2) Secondary data

FIG. 1 SOURCES OF DATA

(A) Primary Data:

It is the information obtained from original sources by the

researcher. It can be gathered slowly at a high cost. But it offers much

greater accuracy and reliability. It gives latest information.

The following method was used for obtaining the primary data:

(a) Survey technique (Questionnaire):

It is very effective method of conducting surveys. According to this

method a well organized questionnaire was prepared by the researcher.

The questionnaire was given to every customer of v-belt, and their

responses were recorded by means of questionnaire. The responses were

recorded by personally visiting the customers in different blocks of

Nanded city. The questions were short, simple, easily understandable,

direct, pointed, well phrased and had one interpretation or meaning.

(B) Secondary Data:

8

This data provides a starting point for research and offers the advantages

of lower cost and quicker availability. It was collected by the researcher by

referring company records such as invoices, sales figures etc.

1.3.4) SAMPLE DESCRIPTION

Sampling is the method of selecting a sample from the given

universe with view to draw conclusions about the universe. Sample means

representative of universe selected for the study. The sampling plan can

be broadly divided into two types.

1. Probability Sampling

2. Non-Probability Sampling

In Probability Sampling every unit in the sample size has an equal

opportunity of getting selected.

In Non-Probability sampling every sample unit in the sample size does not

have an equal chance of selection. There is some bias during the selection

of sample unit.

These two sampling techniques are further subdivided into various

types.

1.3.5) Sample Size :

For the purpose of completing this project report, I took 100

customers as a sample size.

1.4) LIMITATIONS OF THE STUDY

Limitation of the study can be summarized as below.

1.4.1) GEOGRAPHICAL CONSTRAINTS

9

The study was conducted in Nanded region which has the customer base for Jaya

Hyundai are more in number. For carrying out the research according to the title of

the project, the users of the Jaya Hyundai in Nanded region are 100.

1.4.2) TIME CONSTRAINTS

The time constraint i.e. duration of the study was just 2 months so sample size was

100. The study was carried out with the customers from entire district where the

company have their cars users.

1.4.3) BUDGET CONSTRAINTS:-

Budget constraint i.e. it was not feasible to take into the

consideration the users outside from Nanded as it was expensive.

1.4.4) ACCURACY CONSTRAINTS:-

The accuracy of indication given by the respondents may not be

considered adequate as whether the language used in the

questionnaires is understood by the respondents cannot be taken

for granted.

1.4.5) BIASED REPLY OF RESPONDENTS/;-

The study is based on the information gathered from the customers

of Hyundai motors in Nanded region. Therefore in such condition it

is possible that the information supplied might be biased reply of

the respondent because the Customer might have shown partiality

towards their product.

10

Chapter2

COMPANY PROFILE

HYUNDAI MOTORS COMPANY

11

Type public

Founded 1967

Parent Hyundai kia Automotive Group

Location Seoul south korea

Key people Chung Mong-Koo,Chairman CEO

Industry Automobile manufacturer

Products Automobiles

Revenue ₩ 27.384 Trillion (Approx USD $29.5

billion)

Net income ₩ 2.315 Trillion (Approx USD $2.5

billion)

Employees c.68,000 worldwide

Website Hyundai-Motor.com

2.3) ABOUT HMC

Established in 1967, Hyundai Motor Co. has grown into the Hyundai-Kia Automotive Group

which was ranked as the world’s fifth-largest automaker in 2007 and includes over two dozen

auto-related subsidiaries and affiliates. Employing over 75,000 people worldwide, Hyundai

Motor posted sales of US$74.9 billion in 2007 on a consolidated-basis and US$32.8 billion

on a non-consolidated basis (using the average currency exchange of 929 won per US dollar).

Hyundai vehicles are sold in 193 countries through some 6,000 dealerships and showrooms

The Hyundai Motor Company, a division of the Hyundai Kia Automotive Group, is

South Korea’s largest and the world’s fifth largest automaker in terms of units sold per year.

Headquartered in Seoul, Hyundai operates the world’s largest integrated automobile

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

12

The Hyundai logo, a slanted, stylized 'H', is said to be symbolic of two people (the company

and customer) shaking hands. Hyundai means "modernity" in Korean.

2.3.1) HISTORY

Chung Ju-Yung founded the Hyundai Engineering and Construction Company in

1947. Hyundai Motor Company was later established in 1967. The company’s first model,

the Cortina, was released in cooperation with Ford Motor Company in 1968. In 1975, the

Pony, the first Korean car, was released, with styling by Giorgio Giugiaro of ItalDesign and

powertrain technology provided by Japan’s Mitsubishi Motors. Exports began in the

following year to Ecuador and soon thereafter to the Benelux countries. In 1991, the company

succeeded in developing its first proprietary gasoline engine, the four-cylinder Alpha, and

transmission, thus paving the way for technological independence.

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

"Best Product #10" by Fortune magazine, largely because of its affordability. The company

began to produce models with its own technology in 1988, beginning with the midsize

Sonata.

In 1998, Hyundai began to overhaul its image in an attempt to establish itself as a

world-class brand. Chung Ju Yung transferred leadership of Hyundai Motor to his son,

Chung Mong Koo, in 1999. Hyundai’s parent company, Hyundai Motor Group, invested

heavily in the quality, design, manufacturing, and long-term research of its vehicles. It added

a 10-year or 100,000-mile (160,000 km) warranty to cars sold in the United States and

launched an aggressive marketing campaign.

In 2004, Hyundai was ranked second in "initial quality" in a survey/study by J.D.

Power and Associates. Hyundai is now one of the top 100 most valuable brands worldwide.

Since 2002, Hyundai has also been one of the worldwide official sponsors of the FIFA World

Cup.

In 2006, the South Korean government initiated an investigation of Chung Mong

Koo’s practices as head of Hyundai, suspecting him of corruption. On April 28, 2006, Chung

was arrested, and charged for embezzlement of 100 billion won (US$106 million), with

Hyundai Vice Chairman and CEO, Kim Dong-jin taking over as head of the company.

13

COMPANY NAME: - HYUNDAI MOTORS INDIA LIMITED.

COMPANY ADDRESS:-

HYUNDAI MOTORS INDIA LIMITED,

A-30, Mohan Cooperative Industrial Estate,

Mathura Road, New Delhi-110044.

Tel :(011) 4167-8800 Fax:(011)4167-8811

2.1.1) MISSION STATEMENT:-

To create exceptional automotive value for our customers by

harmoniously blending safety, quality and efficiency. With our diverse

team, we will provide responsible stewardship to our community and

environment while achieving stability and security now and for future

generation.

2.1.2) VISION STATEMENT:-

Our team provides value for your future.

2.1.3) SLOGAN:-

DRIVE YOUR WAY.

2.1.4) LOGO:-

14

LOGO EXPLANATION:-

The Hyundai logo, a slanted, stylized 'H', is said to be symbolic of two

people (the company and customer) shaking hands. Hyundai means "modernity"

in Korean.

DEALER’S SHOWROOM NAME:-

Jaya Hyundai,

Sujaya Enterprises Pvt. Ltd. Nanded.

SHOWROOM ADDRESS:-

Jaya Hyundai,

Sujaya Enterprises Pvt. Ltd.

Near Reliance Petrol Pump,

Nanded-Cidco Road, Nanded-431603.

Tel.229106, 229107, 229108.

DEALER’S NAME:-

HONOURABLE Mr. ASHOKRAO CHAVAN (C M Maharashtra State)

SALES AND SERVICING :-

Jaya Hyundai looks after the Sales and Servicing of Hyundai

motors in 4 districts namely Nanded, Latur, Parbhani and Hingoli.

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3.4) Product Profile

2.4.1) SANTRO XING

Santro Xing is the Sunshine Car. A New Shining Dawn. Here Comes the Sun Again. The Next Generation Santro. A stunning example of modern automobile design and continuous customer feedback driven advancement. For instance, now incorporating Active Intelligence Technology, with the new ERLX engine.

Tall, wide and uniquely different, the new Santro Xing has a

distinctly European styling. While its sleek lines and pleasing curves and

counters will capture your heart. The compact outer dimensions,

combined with its sporty stance, will ignite the passion of driving into the

sun and makes it stand out in a crowd of old hatchbacks and jelly bean

shaped. So step into the Santro. Add Sunshine to your life. The Santro

Xing comes with all new looking feel exterior and interior styling.

2.4.2) EQUIPMENT

1. ABS

2. AC

3. Auto Transmission

4. Central Locking System

5. Fog Lamps

6. Power Steering

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7. Power Windows.

2.4.3) SPECIFIC CHECK: -

Petrol, 1086cc, 4 cyl, 63bhp/5500rpm, 96nm/3000rpm, 5 manuals,

4 auto, L/W/H: 3565/1525/1590, wb:2380, weight:854kg, fuel

tank:35L.

Price:- Rs.2.94 to Rs.4.89 lacks.

2.4.4) COMFORT

Front Power Window

Now enjoy freedom from stick gear shifting and frequent clutch

pedaling with the new Santro Automatic. With electronically controlled

‘intelligent’ power train system, Santro Automatic offers the most relaxed

way to busy city monitoring. The 4-Speed transmission features a

compact ultra-light weight gear train, high performance torque converter

and hydraulic-electronic control, offering four forward gear ratios to

deliver a wide array of speed and power to surge ahead or retard as per

your need.

Power steering:- with Power steering lock to lock turn of the

steering wheel is substantially lesser, the effort required to turn the wheel

is minimal. Ability to absorb jerks of pot-holed roads and much greater

control of the steering wheel, not only help to glide over the roads but

also provides enhanced safety in case of accidents like bursting tyres.

SAFETY:- Safety is not just a feature of the Hyundai Santro. It is an

integral part of the total car designing Engineering. So every single safety

in the car contributes to making the Hyundai Santro, one of the safest and

17

strongest vehicle in India, is now further reinforced meeting strictest of

world safety norm

2.5) Hyundai “i-10

‘i’ in the Hyundai i-10 car stands for inspiring,

innovation, intuitive and intelligent.

Catch the i:- inspiring, innovative and intelligent. Compact cars will

never be the same. The Hyundai i10 is here. Elegant outside and versatile

inside, the i-10 boasts of high-end features that are usually found in the

Luxury Sedans. Intelligent engine technology coupled with dynamic

chassis design deliver sparking performance and a supple, precise ride.

Big on style, safety and security, yet small enough to fit any city street,

the i-10 is designed for independent thinkers with exciting lifestyles.

Inspiring

The i-10 combines fresh design with integrity and innovation. The

high tech 3-D head and tail lights refine the overall design, yet improve on

road visibility. The upward opening tailgate creates a dynamic rear profile.

Intelligent & intuitive

The i-10 boasts of revolutionary Intelligent Responsive Drive

(iRDE) technology, that gives it abundant pep along with best in class fuel

economy.

The height adjustable tilt power steering and front disc brakes

mean effortless dynamic control. The Anti-lock Brake System (ABS) keeps

you firmly on track.

Innovative

Fresh your eyes on the most distinguished interiors you may have

seen in a long, long time. Check out the Cockpit style seating. Notice the

18

integrated hedrest of the drivers seat. Admire the in-dash 2-din audio

system and console-integrated gear shift (i-shift). The front seats and

foldable rear seat fit five adults easily.

For refresh simply press the button of electric sunroof for fresh air.

CAR RANGES :-

I-10 DLITE, i-10 Era, i-10 Magna, i-10Magna O.

2.5.1) EQUIPMENTS: -

1. ABS

2. AC/ Climate Control

3. Airbag

4. Alloy wheels

5. Auto transmission


7. Electronic Mirror

8. Fog Lamp

9. Power Steering

10. Power Windows

11. Tilt Steering.

Specific Check: -

Petrol, fuel tank: 35L.

Price :-Rs.3.58 to 5.44 lacks.

19

2.6) Hyundai ‘i-20’

Innovative In the phase of dipping sale figures, India's leading automaker Hyundai Motor India Limited (HMIL), has stepped-up its existing car model i10 with the refined one i20. The all new Hyundai i20 car model is an another addition in the company's hatchback cars stable that has been launched with more room for the luggage, higher-quality interiors with the flexibility of seating that is near to its predecessor i10. Hyundai i20 car was first showcased in the Paris Motor Show 2008 and in India it was launched in the end of December 2008 meeting all existing emission norms including the Euro-V. The newly launched Hyundai i20 car is equipped with the latest technology 1.2 litre Kappa petrol engine that pumps out maximum power of 80 ps @ 5200 rpms. Hyundai i20 is up for sale throughout India in three variants with seven colours and carries the ex-showroom price range starting from 5.0 Lacs going upto 6.0 lacs for the top version.

Striking Features of Hyundai i20 Car

1. Electrically adjustable outside mirror on both sides

2. Top variant features five spoke light-weight alloy wheels

3. USB port at the centre console for playing music on the i-pod

4. Globe box connected with the air-conditioning system of the car

5. Adjustable steering wheel for better riding comfortable

6. The seats with head rests can be adjusted at different angles

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7. Safety of the car is assured by the responsive systems of ABS with

EBD

8. Six air bags dual front, side and curtain keep the occupants safe in

case of head-on collision

Inspiring

The i-20 combines fresh design with integrity and innovation. The

high tech 3-D head and tail lights refine the overall design, yet improve on

road visibility. The upward opening tailgate creates a dynamic rear profile.

These features are all same for i10 also

Price

Prices starts from 5.0 Lacs going on up to 6.o Lacs for the top

version.

HYUNDAI ACCENT

21

2.8) Hyundai Accent

2.8.1) EQUIPMENT:

1. AC

2. Electric Mirror

3. Power steering

4. Power windows

5. Tilt steering

SPECIFICATION CHECK:-

Petrol, 1495cc, 94bhp/5500rpm, 123Nm/3500rpm, 5 manual,

L/W/H:4250/1670/1370, wb:2440, weight:1023kg, fuel tank: 45L.

PRICE:- RS.5.48 TO 6.19 Lacks

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HYUNDAI VERNA

2.9) Hyundai Verna

2.9.1) EQUIPMENT: -

1. AC/Climate control

2. Alloy wheels

3. Audio system


5. Electric Mirror

6. Fog Lamp

7. Power steering

8. Power Windows

SPECIFICATIONS CHECK: -

Petrol: fuel tank:45 L.

Diesel: fuel tank : 45 L

Price: RS.6.84 TO 8.76 Lacks.

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Chapter 3

Literature Review3.1) CUSTOMER SATISFACTION

“Satisfaction level is the level of persons felt state resulting

from comparing products perceived performance (or outcome) in

relation to the person’s expectation.”

Thus satisfaction level is function of difference between perceived

performance & expectation. A customer could experience one of three

broad levels of satisfaction:

1) If the performance falls short of expectations, the customer is

dissatisfied.

2) If the performance matches to the expectations of the customer,

then the customer is satisfied.

3) If the performance exceeds the expectations of the customer, the

customer is highly satisfied, pleased or delighted.

24

But how do the customer expectations? Expectations are formed on

the basis of the buyers past buying experience statements made by the

friends & associates, & marketer & competitor information & promises. If

marketers raise the expectations too high the buyer is likely to be

disappointed.

Some of the today’s most successful companies are raising

expectation & delivering the performance. The companies are aiming high

because customers who are just satisfied will still find it easy to switch

supplier when a better offer comes along. The fact is that high satisfaction

or delight creates an emotional affinity with the brand, not just a rational

preference, and this creates customers high loyalty.

Companies seeking to win in today’s markets must track their

customers’ expectations perceived company performance, and customer

satisfaction. They need to monitor this for the competitors as well.

Companies’ that achieve high customer satisfaction ratings make sure

that their target market knows it. The customer cantered firms seeks to

create high customer satisfaction it is not out to maximize customer

satisfaction.

4) First they can increase the customer satisfaction by lowering the

price or increasing its services, but this may result in low profits.

5) Second, the company might be able to increase its profitability in

the other ways, such as by improving its manufacturing or investing

more in R&D.

6) Third; the company has many stakeholders including employees,

dealers, suppliers & stockholders. Spending more to increase the

customer satisfaction would divert funds from increasing the

satisfaction of the other “partners”. Ultimately, the company must

operate on the philosophy that it is trying to deliver a high level of

customer satisfaction level subject to delivering at least acceptable

levels of the satisfaction to the other stockholders within the

constraints of its total resources.

25

3.2) Method’s of tracking and measuring customer satisfaction

3.2.1) Complaint and suggestions system

A customer centered organization would make it easy for its

customer to deliver suggestions and complaints. Many restaurants and

hotels provide forms for guests to report likes and dislikes. A hospital

could place suggestion boxes in the corridors, supply comment cards to

the exiting patients, and hire patient advocate to handle patient

grievances. Some customer centered companies – P&G, General Electric,

and Whirlpool – establish “customer hot lines” with a toll free 800

telephone numbers to maximize the ease with which the customers can

inquire, make suggestions, or complain. These information flows provide

these companies with many good ideas and enable them to act more

rapidly to resolve the problems.

3.2.2) Customer satisfaction surveys

A company must not conclude that it can get a full picture of

customer satisfaction & dissatisfaction by simply a complaint &

suggestion system. A study shows that customers are dissatisfied with

one out of the four and less than 5% of the dissatisfied customers will

complain. Customers may feel that their complaints are minor, or that

they will be made to be stupid, or that no remedy will be offered. Most

customers will buy less or switch the suppliers rather than complain. The

result is that company has needlessly lost the customer.

Therefore, companies cannot use the complaint levels as a measure

of customer satisfaction. Responsive companies obtain a direct measure

of customer satisfaction by conducting periodic surveys. They send

questionnaires or make telephone calls to random sample of their recent

customer to find out how they feel about various aspects of the

company’s performance.

26

Customer’s satisfaction can be measured in number of ways. It can

be measured directly by asking: “indicate how satisfied you are with the

service X on the following scale: highly satisfied” (directly reported

satisfaction). Respondents can be asked as well to rate how much they

are expected of as certain attribute and also how much they are

experienced (derived satisfaction). Still another method is to ask

respondents to list any problems they have had with the offer and to list

any improvements they could suggest (problem analysis). Finally,

companies could respondents to rate various elements of the offer in the

terms of the importance of the each element and how well the

organization performed each element (importance/ performance

ratings).this last method helps the company to know if it is

underperforming on important elements and over performing on relatively

unimportant elements.

While, collecting customer satisfaction data, it would also be useful

to ask additional questions to measure the customers repurchase

intention; this will normally be high if the customer satisfaction is high.

2.2.3) Lost Customer Analysis

Companies should contact customers who have stopped buying

have switched to another supplier to learn why this is happened. When

IBM loses a customer, they mount a thorough effort to learn where they

failed – is their price too high, their service deficient, their products

unreliable, and so on. Not only is it important to conduct exit interviews

but also to monitor the customer loss rate which, if it is increasing, clearly

indicates that the company is failing to satisfy its customers.

2.2.4) Some cautions in measuring Customer Satisfaction

27

When customers rate their satisfaction with an element of the

company’s performance, say delivery, we need to recognize that

customers will vary in how they define good delivery; it could mean early

delivery, on-time delivery, order completeness, and so on. Yet if the

company had to spell out every element in detail, customers would face a

huge questionnaire. We must also recognize that two customers can

report being “highly satisfied” for a different reasons. One may be easily

satisfied most of the times and the other might be hard to please on this

occasion.

Companies should also note that managers and salespersons can

manipulate their rating on the customers on customer satisfaction. They

can be especially nice to customers just before the survey. They can also

try to exclude unhappy customers from the included in the survey.

One of the danger is that if the customer know that the company

will go out of its way to please the customers, some customers may want

to express high dissatisfaction(even if satisfied) in order to receive more

concessions.

Chapter 4

28

Data Analysis and InterpretationTable No. 1

6.1) Occupation Of The Customer

a) Businessman b) Serviceman

c)Professionals d) Politicians.

Occupation NO. of respondent Percentage of

respondent

Businessman 15 15%

Serviceman 25 25%

Professionals 55 55%

Politicians 5 5%

INTERPRETATION:-

Out of the 100 respondents,

1. 55% of the respondents are professionals.

2. 25% of the respondents are Servicemen.

3. 15% of the respondents are Businessmen.

4. 5% of the respondents are Politicians.

15%

25%

55%

5%

Businesssman serviceman professional politician

29

From the analysis, it is observed that most of the

respondents/customers are professionals like Doctors, Engineers,

Lawyers, C.A

Table No.2

6.2) Annual Family Income

a) Below Rs.4,00,000 b) Between Rs. 4 to 5 lacks.

c) Above Rs. 5 lacks.

Income No. of Respondent PercentageBelow Rs. 4,00,000 12 12%Between Rs. 4 to 5 lacks

52 52%

Above 5 lacks 36 36%

INTERPRETATION:-

Out of the 100 respondents

1. 52 respondents have annual income between 4 to 5 lacks.2. 36 respondents have annual income above 5 lacks.3. 12 respondents have annual income below 4 lacks. It is

observed that most of the respondents have annual income

quality of car %0

102030405060

2

35

53

10

Quality of Cars

poor average satisfactory ideal

no.o

f res

pond

ents

30

above 4 lacks. The most of the customers are high income group people

Table No.3

6.3) Quality Of Cars Of Jaya Hyundai.

a) Poor b) Average c) Satisfactory d) Ideal/Excellent

Particular NO of Respondent PercentagePoor 2 2%

Average 35 35%

Satisfactory 53 53%

Ideal/Excellent 10 10%

.

quality of car %0

10

20

30

40

50

60

2

35

53

10

Quality of Cars

poor average satisfactory ideal

no.o

f res

pond

ents

INTERPRETATION:-


31

1. 53% of the respondents say that quality is satisfactory.2. 35% of the respondents say that quality is average.3. 10% of the respondents say that quality is excellent/ideal.4. 2% of the respondents say that quality is poor.

Table No.4

6.4) Technical Satisfaction of the Customers regarding driving.

a) Yes

b) No.

Technical satisfaction No. of Respondent Percentage

Yes 85 85%

No 15 15%

Total 100 100%

85%

15%

Satisfied

yes no

INTERPRETATION:-


32

1. 85% respondents say that they are satisfied in all technical and driving needs.

2. 15% of the respondents say that they are not satisfied in all technical and driving needs.

It can be inferred that the Hyundai cars are satisfactory and satisfies all the technical and driving needs of the customers.

Table No.5

6.5) Frequency of problems of Hyundai Cars.

a) Few times b) Rarely c) Frequently

Frequency NO of respondent Percentage

Rarely 10 10%

Few times 78 78%

Frequently 12 12%

Total 100 100%

parameters05

1015202530

15 15

29

15

26

Purchasing Parameters

luxurious look

Quality features

safety

additional features

maintenance & repairing

no.of re-spondents

33

INTERPRETATION:-


1. 10% respondents say that rarely problem occurs in their Hyundai cars.

2. 78% respondents say that few times problems occur in their cars.

3. 12% respondents say that frequently problem occur in their Hyundai cars.

It was observed that in Hyundai cars from HMIL the problems are occurring may be few times in many cases and frequently in few cases.

Table No.6

6.6) Customers prefer Hyundai Cars because of . .

a)Luxurious look b) Quality features.

c) Safety d) Additional features e) Maintenance & repairing

Particular NO of Respondent Percentage

Luxurious look 15 15%

Quality features 15 15%

Safety 29 29%

Additional features 15 15%

Maintenance and repairing

26 26%

INTERPRETATION:-

price0

20406080

100

2 7 10

81

Price

very cheap economical almost same expensive

no. of re-spoondents

34

Out of `100 respondents

1. 29%respondents purchases Hyundai cars because of safety features.

2. 26% respondents purchases Hyundai cars because of minimum maintenance and repairing.

3. 15% respondents purchases Hyundai cars because of luxurious look.

4. 15% respondents purchases Hyundai cars because of Quality feature

5. 15% respondents purchases Hyundai cars because of additional featurIt is observed that customers purchases Hyundai cars because of safety features and minimum maintenance and repairing

Table No.7

6.7) The Basic Price of the Cars comparing with the Competitors.

a)Very cheap b) Economic c) Almost same d) Expensive.

Price NO of Respondent Percentage

Very cheap 2 2%

Economical 7 7%

Almost same 10 10%

Expensive 81 81%

Total 100 100%

35

price0

20406080

100

2 7 10

81

Price

very cheap economical almost same expensive

no. of re-spoondents

INTERPRETATION:-

Out of the 100 respondents,

1. 81% respondents say that Hyundai cars are expensive

comparing with the competitors.

2. 10% respondents say that basic price of Hyundai cars are

almost same comparing with the competitors.

It is observed that Hyundai cars are expensive in the price

comparing with the competito

Table No.8

6.8) Satisfaction of the customers of Hyundai Motors Ltd. Regarding Warrantee Terms.

a) Yes b) No.

Particulars NO of Respondent Percentage

Yes 90 90%

No 10 10%

36

90%

10%

Warranty Satisfaction

Yesno

INTERPRETATION:


1. 90% respondents say that they are satisfied with the warranty terms offered by Jaya Hyundai Pvt. Ltd.

2. 10% respondents say that they are not satisfied with the warranty terms offered by Jaya Hyundai Pvt. Ltd.

Table No.9

6.9) Model and their Preferences .

a) Santro b) i-10 c) i-20 d) Accent e) Verna

Model NO of Respondent PercentageSantro 25 25%

i-10 20 20%

i-20 10 10%

Accent 24 24%

37

Verna 21 21%

model0

5

10

15

20

25

25

20

10

2421

Models And Their Preferance

santro i-10 i-20 accent verna Series6

no.of respondents

INTERPRETATION:-

Out of 100 respondents

1. 25% respondents prefer Santro as their Hyundai car.2. 20% respondents prefer i-10 as their Hyundai car.3. 10% respondents prefer Getz prime as their Hyundai car.4. 24% respondents prefer Accent as their Hyundai car.5. 21% respondents prefer Verna as their Hyundai car.

From the analysis, it is observed that Santro,Accent & Verna are more preferred.

Table No.10

6.10) Delivery of cars after confirmation of order by the Customers.

a) In time b) Not in time.

Delivery NO of Respondent Percentage

In time 75 75%

38

Not in time 25 25%

Total 100 100%

in timenot in time

0%

50%

100%

75%25%

Car Delivery

East

INTERPRETATION:-


1. 75% respondents say that they had delivery in time i.e. they are satisfied with delivery done by the Jaya Hyundai Pvt. Ltd.

2. 25% respondents say that they did not have delivery in time. i.e. they are not satisfied with the delivery done by the Jaya Hyundai Pvt. Ltd.

From the analysis it is observed that the delivery done by the Jaya Hyundai is satisfactory.

Table No.11

6.11) Customer Satisfaction regarding the Sales and Services.

39

a) Yes. Give reason b) No. Give reasons.

Satisfaction NO of Respondent Percentage

Yes 75 75%

No 25 25%

Total 100 100%

75%

25%Servicing Satisfaction

yes

no

INTERPRETATION:-


1. 75% respondents say that they are satisfied with the Sales and service department of Jaya Hyundai Pvt. Ltd.

2. 25% respondents say that they are not satisfied with the Sales and service department of Jaya Hyundai Pvt. Ltd.

From the analysis it is observed that most of the customers are satisfied with the Sales and service department of Jaya Hyundai Pvt. Ltd.

Table No.12

6.12) Customers satisfaction with the complaint handling by the servicing department.

40

a) Yes b) No.

Satisfaction NO of Respondent PercentageYes 85 85%

No 15 15%

Total 100 100%

85%

15%

Complaint Handling

yesno

INTERPRETATION:-


1. 85% respondents say that they are satisfied with the complaint handling by the Jaya Hyundai Pvt. Ltd.

2. 15% respondents say that they are not satisfied with the complaint handling by the Jaya Hyundai Pvt. Ltd.

From the analysis it is observed that complaints handled are effective and customers are satisfied.

Table No.13

41

6.13) Driving comfertability of the customers.

a) Yes b) No

Satisfaction NO of Respondent PercentageYes 85 85%No 15 15%

Total 100 100%

85%

15%

Driving Comfortability

YesNo

INTERPRETATION:-


1. 85% respondents say that they feel comfortable while driving.2. 15% respondents say that they do not feel comfortable while

driving.

From the above observation it can be interpreted that most of the customers feel comfortable while driving.

Table No.14

42

6.14) Brand suggestion of the Hyundai customers to their Intimates.

A) Hyundai B) Tata C) Maruti Suzuki D) Mahindra E) Chevorlet F) Toyota

Suggestions NO of Respondent PercentageHyundai 60 60%Tata 20 20%

Maruti-suzuki 10 10%Mahindra 5 5%

Chevrolet 5 5%

Hyundai tata MARUTI-SUZUKI MAHINDRA Chevrolet

0

10

20

30

40

50

60

East 5

East

Axis

Title

INTERPRETATATION :-


1) 60% respondents say that if their intimates want to purchase car,

they will suggest the brand Hyundai.


they will suggest the brand Tata.


they will suggest the brand Maruti-suzuki.

43


they will suggest the brand Mahindra.


they will suggest the brand Chevrolet.

From the above observation, it can be interpreted that if customer’s

intimates want to purchase car, they will suggest the brand

Hyundai.

Table No.15

6.15) Qualities that satisfy customers, Rankwise.

a) Luxurious look ( )

b) Speed ( )

c) Mileage ( )

d) Safety ( )

e) Min maintenance & repairing ( )

f) Sales service ( )

g) Price ( )

h) After sales services ( )

(Note: Rank 1 is the highest rank and rank 8 is the lowest rank.)

44

Satisfaction Parameter Ranking

Luxurious Look 3rd

Speed 6th

Mileage 7th

Safety 1st

Min Maintenance & repairing 2nd

Sales Service 4th

Price 7th

After Sales Services 5th

CUSTOMER SATISFACTION INDEX ANALYSI

satisfaction parameters

0 1 2 3 4 5 6 7 8

36

81

24

75

Customer Satisfaction index

after sal;es service

price

sales services

m & r

safety

mileage

speed

lux. Lookranking

INTERPRETATION:-


1. Safety features get the first ranking.

2. Minimum maintenance and repairing feature get the second

ranking.

3. Luxurious look ranks third.

45

4. Sales services stands out as the fourth rank holder.

5. After sales services get the fifth ranking.

6. Speed counts for the sixth rank.

7. Price is the least ranked ( seventh).

8. Mileage is the very least ranked.

From the above customer satisfaction index, we can interpret that

Hyundai customers are satisfied mostly due to following factors.

1. Safety, minimum maintenance and repairing and luxurious

looks.

2. These are the satisfaction parameters according to their ranks.

These parameters are also considered while purchasing Hyundai

cars. These factors help to understand the buying behavior pattern

of the customer

46

7.1) FINDINGS

2. The most (55%) of the respondents are professionals like Doctors,

Engineers, Advocates, C.A.s. i.e. professionals most prefer Hyundai

cars.

3. The income of 52% of the respondents is in between 5 to 6 lacks per

year. & 36% of the respondents have annual income above 6 lacks.

The customers belong to high income group.

4. Customers are satisfied with the Quality like interiors and look . In

the above case more respondents are saying that it is average,

satisfactory and excellent in quality.

5. The Hyundai cars are found to be satisfactory and satisfy all the

technical and driving needs of the Customers.

6. The Hyundai cars sturdy or powerful and good for day to day

operation.

7. In the Hyundai cars, problems are occurring may be few times in

many cases and frequently in few cases.

47

8. The most of the customers purchase Hyundai because of the Safety

features and minimum maintenance and repairing. This help to

know the consumer buying behaviour.

9. The Basic price of the Hyundai cars comparing with the competitor

is little bit expensive. In the above case more respondents are

saying that Price is somewhat expensive as compared with the

competitors.

10. The warranty terms offered by the Hyundai Motors India Limited are

satisfactory because Hyundai Motors India Limited offers 5 years

warranty and or upto 60,000 miles.

11. 25% of the respondents prefer Santro and then after this Accent &

Verna are two most demanding cars in Nanded region. It means

Santro, Accent and Verna are mostly preferred by the customers.

12. The delivery done by the Jaya Hyundai Pvt.Ltd. is satisfactory. In the

above case most of the respondents are saying that they had the

delivery in time i.e. they are satisfied with the delivery done by the

Jaya Hyundai.

13. Servicing department: 85% of the respondents are satisfied with

servicing department. The most of the customers are satisfied with

servicing department.

14. The complaints were tackled properly and on time. From the

analysis it is observed that complaints handled are effective and

customers are satisfied.

15. 80% of the respondents feel comfortable while driving. This feeling

makes customer delighted.

48

16. 85% of the respondents always prefer their Hyundai for the long

drive purpose. The most of the customers prefer their Hyun\dai for

long drive.

17. 53% of the respondents replied that if their intimates want to buy

new 4 wheeler then they would suggest Hyundai brand. Maximum

scope for the prospective customers.

18. 85 % of the customers are satisfied with look, safety and minimum

maintenance & repairing. The most of the customers are satisfied

with these parameters.

Chapter 8

Conclusions

8.1) CONCLUSION

The research project was fruitful experience. It enables to come across the

different opinion of the customer about the Jaya Hyundai Pvt. Ltd. In the

49

context of Price, Quality, Service Back up, maintenance and safety. It was

possible to understand the level of Customer Satisfaction factors which

influenced the Buying behaviour for Hyundai four wheelers.

Keeping in mind the findings of the study, the following are the

conclusions

The project also deals with the practical aspects of Customer satisfaction

and the factors which influenced buying behaviour for Hyundai cars.

It was also found out that Jaya Hyundai Pvt. Ltd. Is providing Satisfaction

to the customers through maintenance, Quality, safety but Customers are

not much satisfied with the Mileage so the company has to take efforts to

improve itself and move forward successfully.

19. The study reveals that more attention should be paid on the

professionals like Doctors, Engineers, Advocates and C.A.s as they

are the target customers.

20. As the Hyundai cars are slightly high priced, in order to capture the

automobile market, they must reduce the price slightly upto 10%.

21. The company should satisfy or even delight the customers with its

product quality like interiors and look and after sales services like

warranty & servicing so that they can capture most of the market.

22. Company should try to enhance its post sales services as preventive

measures for maximising the satisfaction level.

23. The preventive maintenance should be monitored on regular basis

to maintain the brand image and satisfaction of the customers

50

24. Company should design new and attractive offers as well as policies

such as warranty so as to satisfy the existing customers and to

attract the prospective customers

25. Free check up camps, more free servicing and extended warranty

are needed to attract more customer

The Hyundai cars are showing good response, future demand is going to

rise in the market. So company should try to make the cars more demand

oriented like more mileage providing & reduced pricing. So that it can

compete with the competitors in the market.

Chapter 9-

Suggestions

9.1) SUGGESTIONS

In this era of tough competition in the market it is compulsory for

company to provide some types of facilities to the customers to acquire

the best level of Customer satisfaction.

51

During this study I came across some points which if consider

would surely enhance the market share and customer satisfaction.

Company should design new and more attractive policies for

26. credit policies

27. cash discounts

28. warranty terms

Company should try to enhance its post sales services as preventive

measures.

the preventive maintenance should be monitored on regular basis.

29. Price features: - as Hyundai cars are more costly as compared to

other competitors, if they want to capture the automobile market,

they have to reduce the price slightly.

30. For Santro: - Power windows is needed.

31. For i-10, more power in c.c. is needed and for verna inbuilt spoiler is

needed

32. For Accent: - inbuilt LPG gas kit & music system is required.

33. Late service, loose delivery and unavailibity of spare parts should be

avoided. The quick, fast and timely service facility is to be

maintained

.

34. Free check up camps, more free servicing and extended warranty

are needed to attract more customer

35. We found that promotion greatly affect the market,so in my opinion company should promot its product regularly by making new and people attracting promotional strategies to increase its sale.

52

36. Personal touch with the customers :Asking the customer to come regularly for servicing even after the warrenty period.

37. Educating the customers:Jaya Hyundai should educate the customer about the maintenance of vehile

BIBLIOGRAPHY

BOOKS

53

38. Philip Kotler: “Marketing Management” prentice hall of India

Pvt. Ltd.

39. Kothari C.R.: “Research Methodology” Vishwa Publication,

New Delhi.

40. Sharma D.D.: “Marketing Research” Sultan Chand son, New

Delhi.

WEBSITES

41. www.hyundai-motors.com

42. www.hyundai.co.in

43. www.google.com

MAGAZINES AND OTHERS:-

44. Monthly Hyundai Magazine:- ON THE MOVE.

45. Product Brochures.

46. Annual reports or magazines of Hyundai Motor India Limited.

47. Auto India Magazine

http://www.google.com/

http://www.hyundai.co.in/

http://www.hyundai-motors.com/

54

ANNEXURE

TITLE

TO STUDY THE CUSTOMER SATISFACTION LEVEL OF HYUNDAI MOTORS IN NANDED REGION.

Respected Sir,

I am doing summer project in Jaya Hyundai, I have to collect the data for this purpose.

So I request you to help me by giving your precious time.

The questionnaire I prepared is as follows:-

55

QUESTIONNAIRE

PERSONAL INFORMATION:-

Name|:

Age:- sex:-m/f

1) What is your occupation?

a) Businessman

b) Serviceman

c) Professionals:-a) dr. b) eng. c) advocate d) C.A.s

d) Politicians.

2) What is your annual family income?

a) <4 lacks

b) <5 lacks

c) >5 lacks

3) How is the Quality of car (Hyundai motors) from the Jaya Hyundai Pvt. Ltd.?

a) Poor

b) Average

c) Satisfactory

d) Ideal/excellent

56

4) Is it technically upgraded and satisfies your all technical and driving needs?

a) Yes

b) No.

5) How many times did you find the problem in your Hyundai car?

a) Few times

b) Rarely

c) Frequently

6) Why did you purchase Hyundai?

a) luxurious look

b) quality features

c) safety

d) additional features

e) min maintenance & repairing

7) The basic price of the cars comparing with the Competitor is?

a) very cheap

b) Economic

c) Almost same

d) Expensive.

8) Are you satisfied with the warranty terms offered by the Hyundai motors India Ltd.?

57

a) Yes b) No.

9) Which model would you prefer?

a) Santro

b) i-10

c) i-20

d) Accent

e) Verna

10) Delivery of cars after confirmation of order by you?

a) In time b) Not in time.

11) Are you satisfied with the Sales & Service department of Jaya Hyundai?

a) Yes. Give reason

b) No. Give reason.

12) Are you satisfied with the complaint handling by the servicing department?

a) Yes b) No.

13) Do you feel comfortable while driving?

a) Yes

b) No

58

14) If your intimates want to buy 4 wheeler, which brand would you suggest?

a) Hyundai

b) Tata

c) Maruti-suzuki

d) Mahindra

e) Cshevrolet

f) Toyota

15) Which qualities of car made you satisfied? Rank them from 1 to 8.

a) Luxurious look ( )

b) Speed ( )

c) Mileage ( )

d) Safety ( )

e) Min maintenance & repairing ( )

f) Sales service ( )

g) Price ( )

h) After sales services ( )

( Rank 1 is the highest rank and rank 8 is the lowest rank.)

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