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Buying Motives of Hyundai i10 car

Bineshkuma

1 Master Of Business

Chapte

r

1

Introduct

ion


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1.1 INT R ODUC TION T O T HE S TUDY

The study makes an attempt to identify the buying motive of Hyundai i10 car withspecial reference to KTC Hyundai, Calicut. The primary objective of the study was to find out the

various drives that motivate customers to buy Hyundai i10 car.

The research design chosen for the study was descriptive research study. The

population for the study is the valuable customers from Calicut districts of Hyundai i10 car. The

sample size for the study was 50 and the technique was convenience sampling.

The findings reveal that the majority of the customers were influenced by the comfort

of the Hyundai i10 car. There are also some suggestions for motivating customers to buy

Hyundai i10.

It is hoped that the study will definitely help to accomplish the need for knowing more

about the customer there by it helps the company to develop marketing strategies and achieve the

major objective from that.


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STATEMENT OF PR OBL EM

.The company wants to know more about the drives of customers that motivate them to

purchase Hyundai i10. Its very important for every marketer to know about the buying

motives of the customers because it helps them to design proper policies and programs to

attract customers. It also helps them to determine their advertisement budget and also to plan

various sales promotion measures.


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OBJ ECT IV ES O F T HE STU DY

Primary objective:

To find out various drives that motivates customers to buy Hyundai i10 car.

Secondary objectives:

To find out advertisement effectiveness of Hyundai i10 car.

To know the satisfaction level of customers

To know which class of customers is using Hyundai i10.

To know more about the overall experience of customers about their dealers.


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1 .5 SCO PE OF T HE STU DY

Today the existence of an organization depends on its ability to understand the customers

and producing and delivering products or services according to those needs.

This project indented to find out the buying motives of Hyundai i10 car with special

reference to KTC Hyundai. This study will help the company to redesign their marketing

strategies such as product design, sales promotion activities etc. so as to the meet the needs of

customers.

As per the scope of the study is concerned, the study helps to find out the various buying

motives of Hyundai i10 customers in Calicut. It will also help the company to know more about

their customers.

It is hoped that the analysis will help the company to develop marketing strategy and

achieve the major objective from that.


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1.6 RESE ARC H M ET HOD OL OG Y

RESEARCH DESIGN

A research design is a logical and systematic plan prepared for directing a research

study. It is the program that guides the investigator in the process of collecting, analyzing and

interpreting observations.

Here descriptive research design is used for analyzing buying motive of Hyundai

i10 cars. It is very simple and more specific than exploratory study.

The descriptive study is a fact finding investigation with adequate interpretation.The descriptive study aims at identifying the various characteristics of a problem under study. It

reveals potential relationships between variables and also setting the stage for further

investigation later.

SAMPLING TECHNIQUE

A part of the population is known as sample. The process of drawing sample from a

population is known as a sampling.

Non probability sampling

It is not based on the theory of probability. It does not provide a chance of selection

each population element. The merit of this type sampling is simplicity, convenience and low

cost.

Convenience sampling is the sampling technique used here. In this sampling we select

whatever sampling unit is conveniently available. It lays groundwork for subsequent probability

sampling.


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SAMPLE SIZE

The researcher has to select a relevant fraction of the population, which is a

representative of the entire population. The sampling size will be small in the case of the

descriptive study where less than 1 percent is sufficient to provide reliable results.Here the sample size is 50 samples and it is limited to the area of Calicut District

COLLECTION OF DATA

Data Sources

In this stage, there is a need to gather primary as well as secondary data. Primary data are

collected on original information gathered for a specific purpose either through personnel

interviews / questionnaires etc. Secondary data is collected from already existing sources in

various organization brochures and records.

Primary Data

The present study has used survey method for collecting the primary data by directly

interviewing customers with questionnaire.

Secondary Data

Secondary data for the study were collected from the library reference, technical and

subject based books, journals and magazines, websites and other previous studies

Tool for Data collection

A well structured questionnaire was used to collect the primary data from the customers.

The customers were given multiple choices to select their particular answers.

A copy of the questionnaire is enclosed in the annexure.

Type of Questions

The questions that have been used in preparing the questionnaire were: -

Dichotomous questions

Multiple choice questions

Period of Study

The study was carried out for a period of 15 days from 17th

November to 3rd

December

2008.


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1.7 LIM IT ATIO NS OF T HE ST U DY

1. The study was confined to only Calicut 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.


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Chapter 3

Industryprofile


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INDUST RY P RO FILE

A well developed transport network indicates a well developed economy. For rapid

development a well-developed and well-knit transportation system is essential. As India's transport

network is developing at a fast pace, Indian Automobile Industry is growing too. Also, the

Automobile industry has strong backward and forward linkages and hence provides employment

to a large section of the population. Thus the role of Automobile Industry cannot be overlooked in

Indian Economy. All kinds of vehicles are produced by the Automobile Industry.

The automobile industry in India the tenth largest in the world with an annual

production of approximately 2 million unitsis expected to become one of the major global

automotive industries in the coming years. A number of domestic companies produce automobiles

in India and the growing presence of multinational investment, too, has led to an increase in

overall growth. Following the economic reforms of 1991 the Indian automotive industry has

demonstrated sustained growth as a result of increased competitiveness and relaxed restrictions.

India Automobile Industry includes the manufacture of trucks, buses, passenger cars,

defence vehicles, two-wheelers, etc. The industry can be broadly divided into the Car

manufacturing, two-wheeler manufacturing and heavy vehicle manufacturing units.

The major Car manufacturers are,

1. Hindustan Motors

2. Maruti Udyog,

3. Fiat India Private Ltd

4. Ford India Ltd

5. General Motors India Pvt. Ltd

6. Honda Siel Cars India Ltd

7. Hyundai Motors India Ltd

8. Skoda India Private Ltd9. Toyota Kirloskar Motor Ltd


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The two-wheeler manufacturing is dominated by companies like TVS, Honda

Motorcycle & Scooter India (Pvt.) Ltd., Hero Honda, Yamaha, Bajaj, etc.

The heavy motors like buses, trucks, defense vehicles, auto rickshaws and other multi-

utility vehicles are manufactured by Tata-Telco, Ashok Leyland, Eicher Motors, Bajaj, Mahindra

and Mahindra,etc.

Following Indias growing openness, the arrival of new and existing models, easy

availability of finance at relatively low rate of interest and price discounts offered by the dealers

and manufacturers all have stirred the demand for vehicles and a strong growth of the Indian

automobile industry

S m all Car M a r k e t in Ind ia

The small car market in India is increasing by leaps and bounds. The indigenous

market for small cars now occupies a substantial share of around 70% of the annual car production

in India of about one million. The main players in the car market like Tata Motors and Maruti

Udyog are fiercely competitive and more or less all the automobile companies in India that have

forayed into the production of small cars are trying to out-do each other in terms of design,

innovation, pricing, and technology, in order to gain control of the small car market in India.

The biggest players in the Indian small car market are engaging in a healthy

competition, which has intensified since the Indian government decided to boost the small car

sector. In this regard, a reduction in the excise duties has been thought of. Even the engine

capacities are expected to be raised to 1500cc. The new small cars in India cars may even be fueled

by gasoline and diesel in the future. With all these facilities, it has been estimated that the

indigenous car market is going to move beyond the 3.5 million mark very soon.


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Chapt

er 3Companyprofile


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Orga ni za tion pro file

Kerala Transport Company (KTC)

Kerala Transport Company made a humble beginning in the year 1958. From there its growth

to the KTC Group, one of the biggest business houses is simply astounding and marvelous. The

Groups turnover exceeds Rs.300 crores and its contribution to the various fields of its activities

are widely appreciated and acclaimed. Kerala Transport Company is the flagship of the KTC

group, one of the reputed business houses in the forefront. KTC Automotive group with following

establishments

1. Dealers for Hyundai cars

2. Mitsubishi Lancer cars

3. Ford cars

4. Mahindra and Mahindra vehicles

5. Honda Scooters and Motor cycles

6. Automotive Management Academy

I. Cinema Production, Distribution, Exhibition

II. Super Specialty HospitalIII. Property Development

IV. PlantationsV. Print Media

VI. Educational institutions

VII. Custom house agents

VIII. Food processing

IX. Dealership of Indian Oil Company and Hindustan Petroleum ( Fuel Outlets )

X. C and F Agents for various products

The corporate office of KTC group is at KTC House, YMCA Road, Calicut. The

Chairman is Mr. PV. Chandran. Mr. PV. Gangadharan and Mr.PV. Nidhish are the Directors.

They provide employment to over 4,000 people directly and more than 10,000 indirectly. The

turnover exceeds Rs. 600 crore.


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KTC Hyundai

KTC Automobiles (P) Ltd is the authorized dealer for Hyundai Motor India Ltd in North

Kerala. The company has two main dealerships in Calicut & Thrissur.They have service centres in

Kannur,Malappuram,Kasaragod,Palakkad and Kodungallur also.KTC Hyundai is part of the KTC

Automotive group which consist of franchisee dealerships of HM-Mitsubishi, Ford India, Honda

Scooters, Mahindra three wheelers and manage a professional training institute know as the

Automotive Management Academy.


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Hy unda i Mo to r India Limited (HMI L)

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

South Korea and is the second largest and the fastest growing car manufacturer in India. HMIL

presently markets 34 variants of passenger cars in six segments. The Santro in the B segment, Getz

Prime, i10 in the B+ segment, the Accent and Verna in the C segment, the Elantra in the D

segment, the Sonata Embera in the E segment and the Tucson in the SUV segment.

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

manufacturer, registered total sales of 299,513 vehicles in calendar year (CY) 2006, an increase of

18.5 percent over CY 2005. In the domestic market it clocked a growth of 19.1 percent a compared

to 2005, with 186,174 units, while overseas sales grew by 17.4 percent, with exports of 113,339

units.

HMILs fully integrated state-of-the-art manufacturing plant near Chennai boasts some of the most

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

investment in providing the Indian customer global technology, HMIL is setting up its second

plant, which will produce an additional 300,000 units per annum, raising HMILs total production

capacity to 600,000 units per annum by end of 2007.

HMIL is investing to expand capacity in line with its positioning as HMCs global export hub for

Hyundai Motor India attain other milestones such as the launch of the Verna and yet another path-

breaking record in its young journey by rolling out the fastest 10,00,000th car.

The Hyundai Verna has bagged some of the most prestigious awards starting with the title of "Car

of the Year 2007" by India's leading automotive publication Overdrive, the Best Mid-size Car

of the Year award by the NDTV Profit C&B Awards 2007, the Best Value for Money Car by the CNBC Autocar Auto awards and Performance Car of the Year 2007 from BusinessStandard Motoring.

Last Year Sonata Embera won the Executive Car of The Year 2006 award from Business

Standard Motoring Magazine and NDTV Profit Car & Bike declared the Tucson as the SUV of

The Year 2006


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PRODU CT PROFILE 3. 1

Hyundai i10

The irresistible i10 is fully equipped and is tailor made for the city. It is the proud owner

of the longest wheelbase and three rear seats. You can pack your i10 car with a lot more. The i10 is

streetwise, chilly and spacious for the city rides too. The air condition comes across as standard

and has front and front side airbags with a fully integrated audio system. The i10 features a unique

centre console mounted gear shift. The i-shift transmission takes away the stress from the arm in

case of long drives. Simultaneously, it renders greater legroom for the passengers who are in the

front seats.

The i10 has a number of safety features. The dual air bags provide ample cushioning

in case of accidents. The flexible membrane covers the passengers. The anti-lock braking system

(ABS) helps to prevent the locking up of the wheel during sudden brakes thus avoiding skidding

while retaining car stability and steer ability.

The multi-reflector clear glass fog lamp is another feature that ensures maximum

visibility even in adverse weather conditions. The clear rear combination lamp is a sleek, elongated

feature that helps in improved visibility for trailing vehicles. The instrument cluster has 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. This is in order to

ensure that the driver is aware of all the conditions of the car at all times, ensuring-safety.


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The seat belt is one of the major safety measures in all cars. It contains an

electronically controlled retractor called pretensioner.

The i10 measures a diminutive 3565mm long, 1595mm wide and it has a 2380mm

wheelbase. These dimensions mean it will be targeted primarily at the Asian and Euro markets,

where demand for baby cars is booming.

Motive power for the i10 comes from a 1.1-litre engine with a towering 49kW, and

there's also a 1.2-litre turbo-diesel unit.

The i10 will be one the better equipped baby cars originating from an Indian factory as

standard kit across the range includes air-con, front power windows, central locking, power

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

In Europe, the i10 will lock horns with the likes of the Toyota Aygo/Citroen

C1/Peugeot 107 triplets, although it's slightly larger than this trio.

The i10 is the second car (after the i30) to feature Hyundai's 'i'-prefixed naming

protocol, and still to come are the i20 (which will replace the Getz), i40 (Sonata replacement) and

i50 (Grandeur replacement).

Although undoubtedly inspired by Apple's iPod, Hyundai's new naming strategy is

also conceivably a ploy to mimic the alphanumeric model designations of Euro carmakers such as

Mercedes-Benz and Volvo.


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Chapter 4

ConceptualFramework


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CON CEPTU AL FRAME W OR K

Introduction to buying motives

Consumer or buyer is the central figure of all marketing activities. It is the

consumer who determines the growth, prosperity and even existence of a business enterprise.

Hence the marketer should always feel the pulse of customers. In order to understand the pulse of

the customers, the marketer needs to understand fully the working of buyers mind. It helps him to

plan his production and distribution to suit to the needs and convenience of customers .It also

helps him to plan suitable marketing strategies. Thus it is very essential for every marketer to know

his customers buying motives.

Buyin g motives

Motive is a strong feeling, instinct, desire or emotion that makes a person to do

something. When a motive makes a person to buy a product, then it becomes a buying motive.

Thus buying motive means the influence and considerations which makes a customer to buy a

particular product.

According to D.J.Duncan, buying motives are those influences or considerations which

provide the impulse to buy, induce action or determine choice in the purchase of goods and

services.

Buying motives are mainly two types, manifest motives and latent motives. Manifest

motives are those motives which are known to the customer and also ready to admit them. But onthe other hand latent motives are either known to the customer.

Buying motive can also be calculated as follows

1. Product or patronage motives

2. Emotional and rational motives

3. Inherent and learned motives

Produ ct and p atron age mo tives

a. P rodu c t mo tive s : it refers to those influences and reasons which make the consumer to buya certain product in preference to another. These explain why people buy a certain product.

Product are of two types:

i. Primary product motives: These motives induce a consumer to purchase general

class of the product. These motives relate to the basic needs of people like hunger,

thirst, sleep

ii. Selective product motives: these motives determine which particular brand or item

will be purchased from the general class


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b. P a tron a ge mo t ive s : these are the motives which determine where or from whom products

are purchased. These are the considerations which induce a buyer to buy goods from

specific stores. Following are the key patronage motives:

i. Price

ii. Location

iii. Quality

iv. Variety

v. Services

vi. Personality of the owner or salesman

Emotion al or Rational mo tives

A. Emotional mo t ive s : these are the motives which are affected by the feeling of heart. Thus,

emotional motives are physiological and psychological needs such as thirst , hunger, sex

attraction etc. The emotional motives are of the following types;

i. Sex or romance

ii. Love of others

iii. Social acceptance motive

iv. Vanity motive

v. Recreation and relaxation motive

vi. Curiosity motive

vii. Emulative motive

viii. Comfort and convenience motive

B. R a ti on a l mo tive s : these are the motives where a consumer takes the decision of purchasing

a product by his head and means i.e., after careful consideration and logical thinking. In

making rational purchases, the consumer considers price, durability, dependability,

efficiency etc. Rational motives are of the following types:

i. Monetary gain

ii. Efficiency in operation

iii. Dependability motive

Inherent and Learned motives

A. I n h e r e nt mo t ive s : these are the motives for the satisfaction of which a consumer his best

efforts and if these motives are not satisfied he feels mental tension.

B. L e a r n e d mo tive s : these are the motive which are acquired or learned by a consumer from

the environment and education. These motives are social status, social acceptance, religious

belief, fear, security etc.


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Chapter 5

Analysis andinterpretation


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5.1 I NTRO D UCT I O N TO T H E AN A LYS I S A N D

INT E RPRETAT I ON

The data was collected through questionnaires from 50 i10 customers. The

collected data are going to get analyzed here by using tables and charts like pie charts and

bar diagrams. Further, the inferences are been made from the collected data.


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5.2 ANALYSI S AND I NTERPRETATI ON

TABLE : 1

I NFLUENCE OF AGE ON BUYI NG DECI SI ON

Description: Table shows the different age class of customers and its influence on buying

decision of Hyundai i10

AGE GROUP NO.OF RESPONDENTS PERCENTAGE

20-30 6 12%

30-40 21 42%

40-50 18 36%

50-60 5 10%

TOTAL 50 100%

Source: Survey data

CHART: 1

I NFLUENCE OF AGE ON BUYI NG BEHAVIOR

Description: Chart shows the different age class of customers and its influence on buying


Interpretation:

The above table shows that majority (42%) of customers falling under the age group

of 30-40.The next major category was 40-50 (36%).the age group 20-30 and 50-60 were 3rd

and4

threspectively.


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TABLE: 2

I NFLUENCE OF OCCUPATI ON ON B UYI NG DECI SI ON

Description: Table shows the different occupation of customers and its influence on buyingdecision of Hyundai i10.

TYPES OF JOB NO.OF RESPONDENTS PERCENTAGE

Professionals 24 48%

Government employees 6 12%

NRI's 11 22%

Businessman 9 18%

TOTAL 50 100%

Source: Survey data

CHART: 2

I NFLUENCE OF OCCUPATI ON ON B UYI NG DECI SI ON

Description: Chart shows the different occupations of customers and its influence on buying

decision of Hyundai i10.

Interpretation:

From the above chart it can be found that the 48% customers are professionals, 22% were

NRIs, 18% were businessman and balance 12% were government employees.


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TABLE: 3

DURATION OF US AGE

Description: Table shows the duration of usage of i10 by the customers

Usage No of respondents Percentage

below 3 17 34

3-6 months 18 36

6-9 months 12 24

9 & above 3 6%

Total 50 100

Source: Survey data

CHART: 3

DURATION OF US AGE

Description: Chart shows the duration of usage of i10 by the customers

Interpretation:

From the above chart it can be found that the duration of usage of cars between 3-6

months were 36% and between 6-9 months were 34%. 24% of the customers were using the car for

a period less than three months. The balance 6% was using it for more than nine months.


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TABLE: 4

PURC HA SING P ATT ERN OF HY UNDAI

Description: Table shows the customers who have previous experience with Hyundai.

RESPONSE NO.OF RESPONDANTS PERCENTAGE

Yes 6 12

No 44 88

TOTAL 50 100%

Source: Survey data

CHART: 4

PURC HA SING P ATT ERN OF HY UNDAI

Description: Chart shows the customers who have previous experience with Hyundai.

Interpretation:

From the above chart it can be found that 88% of the customers have no previous experience

with Hyundai. The balance 12% has experience with Hyundai.


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TABLE: 5

SOUR CES OF I NFORM ATIO N

Description: Table shows the sources from which the customers get information about their

purchase.

SOURCES NO. OF RESPONDENTS PERCENTAGE

Television 22 44

Newspaper 3 6%

Personnel sources 6 12

Product demos2 4%

sales representatives 5 10

Experienced users 12 24

TOTAL 50 100

Source: Survey data

CHART:5

SOUR CES OF I NFORM ATIO N

Description: The chart shows the sources from which the customers get information about

their purchase.

Interpretation:From the above chart it can be found that 44% were influenced by the TV advertisement.

24 % influenced by experienced users, 12% were influenced by Personal sources and 10% were

influenced by sales representatives. News paper and product demos were influenced by 6% and4% respectively.


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TAB LE: 6

GENE RAL F AC TORS I NFLUE N CING PU RC HA SE DECI SI ON

Description: Table shows the general factors influencing buying behavior of customers.

Features

Rank 1 Rank2 Rank 3 Rank4 Rank 5

TotalNumberof

respondents

TotalscoreN

oof

respondents

Score N

oof

respondents

Score

Noof

respondents

Score

Noof

respondents

Score

Noof

respondents

Score

Style 10 50 4 16 11 33 19 38 6 6 50 143

Comfort 18 90 15 60 13 39 4 8 0 0 50 197

Mileage 15 75 18 72 6 18 8 16 3 3 50 184

Price 7 35 13 52 15 45 12 24 3 3 50 159

Color 0 0 0 0 5 15 7 14 38 38 50 67

Source: Survey data Rank (5-1)


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CHART: 6

GENE RAL F AC TORS I NFLUE N CING PU RC HA SE DECI SI ON

Description: Chart shows the general factors influencing buying behavior of customers.

Interpretation:

The above table shows that most of the customers rates comfort as the most important

factor for purchasing a car, then comes mileage, style and price respectively. Color is not having

that much influence on buying decision..


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TABLE: 7 (i)

CUSTOME RS O PINIO N ON STY LE

Description: Table shows the customers opinion about style and its influence on buyingdecision of Hyundai i10.

LEVEL NO OF RESPONDANTS PERCENTAGE

Highly influenced 17 34%

Influenced 32 64%

Less influenced 1 2%

TOTAL 50 100%

Source: Survey data

CHART: 7(i)

CUSTOME RS O PINIO N ON STY LE

Description: Chart shows the customers opinion about style and its influence on buying

decision of Hyundai i10.

Interpretation:

From the above table we can see that, 34% customers were highly influenced and64 % were influenced by the style of Hyundai i10 while making their purchase decision. The rest

2% were not influenced by the style.


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TABLE: 7 (ii)

CUSTOME RS OPINIO N AB OUT COM F ORT

Description: Table shows the influence of comfort on buying decision of customers.

LEVEL OF INFLUENCE NO. OF RESPONDENTS PERCENTAGE

Highly influenced 35 70

Influenced 15 30

Not influenced 0 0%

TOTAL 50 100

Source: Survey data

CHART: 7(ii)

CUSTOME RS OPINIO N AB OUT COM F ORT

Description: Chart shows the influence of comfort on buying decision of customers.

Interpretation:

The above chart shows that 70 % customers were highly influenced and 30% were

influenced by the comfort and convenience while making purchase decision of Hyundai i10.


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TABLE: 7(i ii )

CUSTOME RS O PINIO N AB OUT M IL EAGE

Description: Table shows how mileage influences the buying decision of customers.

FORM OF INFLUENCE NO OF RESPONDANTS PERCENTAGE


influenced 19 38%

Not influenced 0 0%

TOTAL 50 100%

Source: Survey data

CHART: 7 (iii)

CUSTOME RS O PINIO N AB OUT M IL EAGE

Description: Chart shows how mileage influences the buying decision of customers.

Interpretation:

The table above shows that 62% customers were highly influenced by the mileage of

Hyundai i10 while making their final decision. The remaining 38 % were somewhat influenced by

the mileage


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LEVEL OF INFLUENCE NO OF RESPONDENTS PERCENTAGE


Influenced 24 48

Not influenced 5 10

TOTAL 50 100

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TABLE: 7(i v)

CUSTOM E RS O PINI O N A B O UT PRICE

Description: Table shows that how price influence the buying decision of customers.

Source: Survey data

CHART: 7(iv)

CUSTOMERS OPINION ABOUT PRICE

Description: Chart shows how price influence the buying decision of customers

Interpretation:

The chart above shows that 48 % customers were influenced and 42% were highly

influenced by the price of Hyundai i10 while making their purchase decision. The remaining 10%were not influenced by the price


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TABLE: 7(v )

CUSTOME RS O PINIO N AB OUT COL O UR

Description: Table shows how colour influences the buying decision of customers



Influenced 30 60

Not influenced 14 28

Total 50 100

Source: Survey data

CHART: 7(v)

CUST OM ERS O PINI ON A BOUT COL O UR

Description: Chart shows how colour influences the buying decision of customers

Interpretation:

From the above chart it can be found that 60% were influenced and 28% were

highly influenced by the colour of Hyundai i10. Remaining 12% were not influenced by thecolour.


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Influenced 41 82

Not influenced 2 4%

TOTAL 50 100

Bineshkuma



TABLE : 7(vi)

CUSTOME RS O PINIO N AB OUT PRO DUCT FEA TURES

Description: Table shows how product features influence buying decision of customers.

Source: Survey data

CHART: 7(vi)

CUSTOME RS O PINIO N AB OUT PRODUCT FEA TURE S

Description: Chart shows how product features influence buying decision of customers.

Interpretation:

From the above table we can see that 82% customers were influenced and 14%

were highly influenced by the product features of Hyundai i10. 4% was not influenced by theproduct features.


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TABLE: 7(v ii)

CUSTOME RS O PINIO N AB OUT TE CHN OL OG Y

Description: Table shows how the technology influences the buying decision of customers.

Level of influence No of respondents Percentage


Influenced 33 66

Not influenced 3 6%

Total 50 100

Source: Survey data

CHART: 7(vii)

CUST OM ERS O PINIO N AB OUT TE CHN OL OG Y

Description: Chart shows how the technology influences the buying decision of customers.

Interpretation:

The above table shows that 14% customers were highly influenced and 33%customers highly influenced by the technology of i10. Remaining 3% was not influenced by the

technology.


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TABLE: 7 (v iii)

CUSTOME RS O PINIO N AB OUT SAFETY

Description: Table shows how safety influences the buying decision of the Hyundai i10

customers.



Influenced 29 58%

Not influenced 3 6%

Total 50 100%

Source: Survey data

CHART: 7 (vi ii)

CUSTOME RS O PINIO N AB OUT SAFETY

Description: Chart shows how safety influences the buying decision of the Hyundai i10

customers.

Interpretation:

The above table shows that 36% customers were highly influenced and 36 % wereinfluenced by the safety of Hyundai i10. Balance 6% was not influenced by the safety.


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TABLE: 8

OPINI ON OF CUSTOMERS ABOUT PARTS & SERVIC E AVAI LA BI LI TY

Description: Table shows how parts and service availability influences the buying decision of

Hyundai i10.



Influenced 13 26

Neutral 14 28

Less influenced 6 12

Not influenced 1 2%

Total 50 100

Source: Survey data

CHA RT: 8

OPINI ON OF CUSTOMERS ABOUT PARTS & SERVIC E AVAI LA BI LI TY

Description: Chart shows how parts and service availability influence the buying decision of

Hyundai i10.

Interpretation:

The above chart shows that 32% customers were highly influenced and 26% areinfluenced by parts and service availability. 28% remains neutral. 12% were less influenced and

balance 2% was not influenced by the parts and service availability of Hyundai i10.


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RESPONSE NO OF RESPONDENTS PERCENTAGE

Yes 31 62

No 19 38

Total 50 100

TABLE: 9

CUSTOMERS OPI NI ON ABOUT BRAND IMAGE OF HYUNDAI

Description: Table shows the opinion of customers regarding the brand image of Hyundai.

Source: Survey data

CHART: 9

CUSTOMERS OPI NI ON ABOUT BRAND IMAGE OF HYUNDAI

Description: Chart shows the opinion of customers regarding the brand image of Hyundai.

Interpretation:

The chart above shows that 62% of customers were influenced by the brand image

Hyundai while making their buying decision of Hyundai i10. 38% respondents were not influenced

by the brand image of Hyundai.


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TABLE 10

CUSTOMERS OPI NI ON ON CELEBRI TY ADVERTI SEMENTS

Description: The table shows the opinion of customers on celebrity advertisements and its

influence on buying decision of Hyundai i10.



Somewhat influenced 15 30%

Neutral 21 42%

Less influenced 0 0%

Not influenced 6 12%

TOTAL 50 100%

Source: Survey data

CHART 10

CUSTOMERS OPI NI ON ON CELEBRITY ADVERTISEMENTS

Description: The chart shows the opinion of customers about celebrity advertisements and its

influence on buying decision of Hyundai i10

Interpretation:The chart above shows that 16 % customers were highly influenced and 30% were

somewhat influenced by the celebrity advertisements. 42% customers were neutral towardscelebrity advertisements.


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PURPOSE NO OF RESPONDENTS PERCENTAGE

Official 2 4%

Personal 48 96

Total 50 100

TABLE: 11

PURPOSE OF BUYI NG

Description: Table shows the customers purpose of the car and its influence on buying


Source: Survey data

CHART: 11

PURPOSE OF BUYI NG

Description: Chart shows the customers purpose of buying the car and its influence onbuying decision of Hyundai i10.

Interpretation:

The chart shows that 96% customers using their car for personal purposes. Theremaining 4% were using it for official purposes.


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TABLE 12

INFLUENCE OF REFERENCE GROU P ON BUYI NG DE CI SI ON

Description: Table shows how the customers being influenced by family, friends, colleaguesand others.

SOURCES NO.OF RESPONDENTS PERCENTAGE

Family 24 48

Friends & relatives 18 36

Colleagues 7 14

Others1 2%

Total 50 100

Source: survey data

CHART 12

INFLUENCE OF REFERENCE GROUP ON BUYI NG DE CI SI ON

Description: Table shows how the customers being influenced by family, friends, colleagues

and others.

Interpretation:

The chart above shows that 48% of the customers were influenced by family. 36%

were influenced by friends, 14% were influenced by colleagues and the remaining 2% were

influenced by other factors.


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TABLE 13

PERSON AL INFLUENCE ON BUYI NG DECI SIO N

Description: The table shows personal influence on the decision regarding the purchase ofHyundai i10.

ATTRIBUTE NO. OF RESPONDENTS PERCENTAGE

Self 19 38

Spouse 3 6%

Children 3 6%

Collectively25 50

TOTAL 5 100

Source: Survey Data

CHART 13

PERSONAL INFLUENCE ON BUYING DECI SI ON

Description: The chart shows personal influence on the decision regarding the purchase of

Hyundai i10.

Interpretation:

The above table shows that most of the customers purchasing car through a

collective decision i.e., 50%.another 35 % take their own decisions


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TABLE 14

CUSTOMERS CHOI CE OF DEALERS

Description: The table shows customers opinion about their respective dealers.

DEALERS NO. OF RESPONDENTS PERCENTAGE

KTC 23 46

APCO 27 54

TOTAL 50 100

Source: Survey Data

CHART 14

CUSTOMERS CHOI CE OF DEALERS

Description: The chart shows customers choice of different dealers.

Interpretation:The above charts shows that 54% of the customers are APCO customers and 46% are

KTC customers.


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TABLE 15

OPINION OF CUSTOMERS REGARDI NG CHOI CE OF DEALERS

Description: The table shows the customers rating of service quality, accessibility, brandloyalty and customer relationship of dealers

FACTORS NO. OF RESPONDENTS PERCENTAGE

Service quality 21 42%

Accessibility 7 14%

Brand Loyalty 14 28%

Customer Relationship 8 16%

TOTAL 50 100%

Source: Survey data

CHART 15

OPINION OF CUSTOMERS REGARDI NG CHOI CE O F DEALERS

Description: The table shows the customers rating of service quality, accessibility, brand

loyalty and customer relationship of dealers

Interpretation:

The chart above shows that 42% people were influenced by service quality of

dealers. 28% were given their importance to brand loyalty.16% were influenced by the customerrelationship of dealers and the rest 14% were influenced by acce


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COMMENT NO. OF RESPONDENTS PERCENTAGE

Yes 42 84%

No 8 16%

Total 50 100%

TABLE 16

CUSTOMERS OPI NI ON ABOUT RECOMENDATI ONS

Description: The table shows customers preference for recommendations of i10.

Source: Survey data

CHART 16

CUSTOMERS OPI NI ON ABOUT RECOMENDATI ONS

Description: The table shows customers preference for recommendations of i10

Interpretation:The chart above shows that 84% customers prefer to recommend i10 to others. Remaining

16% were not interested in recommendations.


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TABLE 17

OVERALL SATI SFACTI ON LEVEL OF CUSTOMERS

Description: The table shows the overall satisfaction of customers regarding Hyundai i10

LEVEL OF SATISFACTION

NO OF

RESPONDENTS PERCENTAGE

Highly satisfied 32 64%

Somewhat satisfied 11 22%

Neither satisfied nor dissatisfied 6 12%

Somewhat dissatisfied 1 2%

Dissatisfied 0 0%

TOTAL 50 100%

Source: Sample Data

CHART17

OVERALL SATI SFACTI ON LEVEL OF CUSTOMERS

Description: The chart shows overall satisfaction level of customers of Hyundai i10.

Interpretation:The chart above shows that 64% of the customers were highly satisfied with the

performance of the car.22% was somewhat satisfied with the performance of i10. 12 % was neithersatisfied nor dissatisfied with the performance of i10.


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5.3 C ON CLU SION

The collected data has been analyzed and interpreted here. Tables and charts

have been used to make the data more clear. Charts like pie charts and bar diagrams have been

used. Further, inferences have been made from the collected data.


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Cha pt

er 6Conclus

ion


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6.1 SUMM ARY T O THE C ON CLUSI ON

The study has been designed to know the BUYING MOTIVE OF Hyundai i10 car with

special reference to KTC Hyundai, Calicut. The study reveals that majority of the customers

attracted to the comfort and mileage of i10. .

The study contains the following chapters:

Chapter 1 contains:

Introduction to the study, which says about the project topic, objective of the study, the

research design used area and population of the study, etc. Research problem, i.e., to find the buying motive of Hyundai i10 car with special

reference to KTC Hyundai, Calicut.

Research Methodology, which gives theoretical description about the research design,

sampling technique, sample size, data collection method and period of study.

Objectives of the study are all about the primary and secondary objectives.

Need and scope of the study, and

Limitations of the study.

Chapter 2contains theoretical framework about buying motive of Hyundai i10.

Chapter 3 contains the industry profile, i.e., about the automobile industry.

Chapter 4 contains the company profile which is about KTC Hyundai, Calicut in which the

study has been conducted.

Chapter 5 contains analysis and interpretation in which an introduction to the analysis has

been given followed by the diagrammatic representation of the data and the conclusion to

the analysis.


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6.2 FIN DIN GS

The study finds that majority of the customers were highly influenced by thecomfort of the car. In the case sales promotion activities, it is finds that T.V. Advertisement is

having high influence on customers compared to other factors. It is important to note that

experienced customers are one of the important influencing factors behind a number of purchases.

Following are the other important findings of the study,

Ag e :

Majority of the customers falling under the age group of 30-40

Oc c up a t io n :

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

Dura t ion of u sag e:

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 its in turn act as a buying motive.

B uyi n g p re f ere n ce :

Majority of the customers prefer comfort as an important factor while making the purchase

decision of a car.

S tyl e :

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

C o m f o r t:

Most of the customers were influenced by the comfort of the car.

M il e ag e :

Majority of the customers prefer mileage as an important influencing factor.

P r i ce :

Most of the customers were influenced by the price of the car.

P r o du c t f e a t ur e s:

Most of the customers were influenced by the product features of Hyundai i10.

T ec hn ology :

66% customers were influence by the technology of i10.

S a f e ty:

60% of the customers were influenced by the safety of i10.


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P a r ts and se r vice avai l a b il it y :

Most of the customers (58%) were influenced by the parts and service availability ofHyundai i10.

B r a n d p ercep tion of cu st o m er s:

Most of the customers (62%) were influenced by the brand image of Hyundai.

P u rp ose o f B uyi n g:

Majority of the customers (98%) were purchased their car for personal purposes

P u rc h ase D ec is i o n:

Majority of the customers made their decision collectively i.e., it has got that much familyacceptance.

Adve r tis e me n t:

Majority of the customers were influenced by the TV advertisements.

Exp er ienc e d Us er s:

It is very important note that experienced customers become an important influencing

factor behind a number of purchases.

F a c to r s i nf lu e n c in g C h oice of d e ale r s:

Customers have high preference on service quality of dealers and it also act as an important

influencing factor while they make their purchase decision.

Custo me r satis f a c tion:

Majority of the customers (92%) were highly satisfied about the performance of the car.

R ec o mme nd a t io n s

Majority of customers like to recommend i10 to others. It indirectly reflected that they are

all satisfied with the performance of Hyundai i10.


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6.3 SU G GEST I ONS

The company can try to improve the service quality of Hyundai i10 because most of the

customers have the opinion that service quality of KTC regarding i10 is low as compared

to other Hyundai brands. It will adversely affect the public opinion regarding KTC.

The company can also to 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.


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6.4 CO NCLUSI ON

The project entitled the study on buying motive of Hyundai i10 car with specialreference to KTC Hyundai undertaken by the researcher on behalf of the KTC

Hyundai Automobiles, Calicut 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.


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App endix


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BIBLIOGRAPHY

Bo o ks

Marketing management Philip Kotler, Tenth Edition, Prentice Hall India

Methodology of research in social sciences Dr. O.R. Krishnaswami & Dr. M.

Ranganatham, First Edition, Himalaya Publishing House.

Consumer Behavior- Leon G. Schiffman and Leslie Lazar Kanuk, Ninth Edition, Pearson

Education.

Consumer Behavior- Hawkins, Best and Coney, Eighth Edition, Tata McGraw-Hill.

Websites

www.g oog le.c o m

www.h y und ai.co.in

www.aut o m ob ile i nd ia.co.in

www.ktc h y und ai.c o m
http://www.google.com/http://www.hyundai.co.in/http://www.hyundai.co.in/http://www.automobileindia.co.in/http://www.ktchyundai.com/http://www.ktchyundai.com/http://www.hyundai.co.in/http://www.automobileindia.co.in/http://www.ktchyundai.com/http://www.google.com/


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QUESTIONNAIR E

Subject: A study on buying motives of Hyundai i10 cars with special reference

to KTC Hyundai

This study is conducted as part of requirements of MBA Degree under University of

Calicut. The information provided by you will be kept confidential and used purely for academic

purposes.

Name : --------------------------------------

Location : --------------------------------------Age : --------------------------------------Sex : -------------------------------------Occupation : ---------------------------------------

1. How long you have been using this car?

Below 3 months 3 6 months

6 9 months 9 months & above

2. Have you been using any cars of Hyundai before?

Yes No

If yes, specify ----------------------

3. Which one of the following provided you with most significant information for

making your purchase decision?

TV advertisements Newspapers & magazines advertisements

Online Sources Product Demos

Sales representatives experienced users

4. Rank in the order of your preference to buy a car (in the order 1-5)

Style Comfort Mileage Price Colour


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5. Rate the factors that influence your decisions to buy the i10 car

Highly influenced Influenced Not influenced

Style

Comfort

Mileage

Price

Colour

Product features

Technology

Safety

6. How far the availability of service and spare parts influenced your choice?

Highly influenced Influenced Neutral

Less influenced Not influenced

7. Does the Brand image of Hyundai have any influence on your buying decision of i10?

Yes No

8. How far celebrity advertisements influence your buying decision?

Highly influenced Somewhat Influenced Neutral

Less influenced Not influenced

9. For which purpose you use this car?

Official Personal

10. Who influenced you to buy i10?

Family Friends & relatives Colleagues Others (specify)

11. Who make the decision to buy i10?

Self Spouse Children Collectively


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12. From which dealer you bought i10?

-----------------------------------------------------

13. What factor makes you to purchase it from the above dealer?

Loyalty Service Quality Accessibility Brand image

14. Would you recommend i10 to others?

Yes No

If yes specify the details--------------------------------------------------------------

-------------------------------------------------------------------------------------------

15. What is the overall satisfaction level of i10?

Very satisfied Somewhat satisfied Neutral

Somewhat dissatisfied Very dissatisfied

Suggestions, if any----------------------------------------------------------------------

--------------------------------------------------------------------------------------------

THANK YOU FOR YOUR CO-OPERATION

original one

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