Professional Documents
Culture Documents
Brand Awarness Towards Santro - Hundai
Brand Awarness Towards Santro - Hundai
Brand Awarness Towards Santro - Hundai
feelings about the product’s attributed and how they perform. Ultimately,
consistently to the buyers. The marketer must establish a mission for the
delivering on its benefit promise. The fact is that brands are not built by
that are not known buy must buyers then there are brands for which
buyers have a fairly high degree of brand awareness. Beyond this are
product over another when they are basically identical. The extent to
which customers are willing to pay more for the particular brand is
market if its has brand loyal customer. Today many major companies in
the market if its has brand loyal customers. To day many major
equity. With out creating a proper Brand awareness they cannot build
brand image.
Strong brands help build the corporate image and also by making it
eager for the companies launch new brands. Today brands are treated, as
contributor to customer equity. This all can happen only there is proper
brand awareness.
The light four wheeler industry has been expanding rapidly are
gone the day when possessing a small and mid-size cars was seen as a
The overall scope of the present study considers all the variables
and factors that have major impact over the customers in considering
This includes how a customer gets attracted towards the brands and
what makes a brand highly significant over their competitive brand. The
The project has been done in Visakhapatnam city only. The survey
The survey was especially focused on existing Santro owners for finding
how they are influenced by the brand and what made them aware of the
brand. After the survey was done the data was analyzed and also
towards Santro
METHODOLOGY OF THE STUDY
secondary data.
rendered by AYS Automobiles Pvt. Ltd., All the persons interviewed were
conduct the survey among this age group because they are the people who
are generally looking ahead for the purchase of a four-wheeler apart from
information.
The details about the four-wheeler market are collected from a few
The data has been collected from both primary and secondary
PRIMARY DATA:
SECONDORY DATA:
1. Reports
2. Pamphlets
3. Advertisement
4. Customer database
5. Newspapers
6. Internet
SAMPLING:
Out of few lakes of Hyundai customers spread all over India, the
SAMPLESIZE:
The sample size of 100 is selected from the database of the company.
SAMPLING TECHINIQUE:
sample. In this technique, each and every unit of the population has on
Based on need and objectives ,types of data required for study and
Obseration
Primary Data
Questionnaire
Data
News
Inside the Letters
Organization Documents
Secondary
Data
Outside the
Organization Libraries,
Magazines
etc
OBJECTIVES
mind:
(Hyundai car)
customers.
offered by Hyundai.
6. To find out the market potential for Hyundai cars ( Santro).
loyalty.
feelings.
INDUSTRY PROFILE
In 1769, a French engineer CAPTIN NICHOLAS built the first load
21/2 M.P.H. for 15 minute. In 1880. German & French efforts developed
of this vehicle.
In 1906, many of the great names around which the world’s largest
white, bulk overland, ford, cadillan-c etc., all these names were, motor
peerless were also important at that time in the technical and commercial
design. It was clear by the spark ignition gasoline engine, which was the
power plant of the modern motor; vehicle water-cooled engine was almost
all times under all conditions and which were comfortable to ride and
higher power, use of new materials and hundreds of other changes have
been made.
forced to shape itself and redesigned bodies. While in the field of truck
automatic transmission and many other new feature are in today’s car.
The diesel engine was invented only a few years after the spark ignition
engine cars came into existence. Cars provided the facility to the owners
for 15 minutes.
vehicle.
in Germany.
awakened the public to the fact that this new form of the transportation
In1906, many of the great name around which the world’s largest
Bulk Overland, Ford, Cadillac-C etc., all these names were on motor
peerless were also important in that time in the technical and commercial
design It was clear by that the spark ignition gasoline engine was the
almost universal.
The puppet value was used in almost every engine design. Engines were
feature. The designers tried to produce a vehicle which will function at all
times under all conditions and which were comfortable to ride and easy
operate.
Increased life of tires, independent front wheel suspension, four
The diesel engine was invented only a few years after the spark
ignition engine car had engine in the years had provided the owner with
cars that are afe, easier to drive, more reliable and comfortable.
AUTOMOBILES IN INDIAN SCENARIO
companies (MNC’s) into India is the hue of multi colored cars seen on
Indian roads, of courses this does not mean that the changes effected but
The truth is that their entry has led to far reaching changes in both
regulations then exist in the country did not permit any reputable
monopolist regime.
will affect all the segments from two wheelers to tractors. This tradition
modern technology.
In the coming years all segments in the industry will face challenges
growth of $8 billion.
world. The major automobile industry is one of the fasted growing world.
The major auto manufacturers are well aware of the galloping growth rate
and most of them have rushed to set up company in India to slice of the
emerging as a driving force for the engineering sector with almost all the
There is an old saying” take a pan with some water, put frog in it and
start heating it, frog will never realize that with the rise in temperature in
is nearing its death but if you put the frog in a pan of hot water, it will at
never realized that they are nearing death. It was only after the
and necessary the people who previously went on bikes now go on cars
not just one particular car but a variety of choicer among them. So, the
result is upgrade in the salad of cars in India which was pretty low.
LIBERALIZATION POLICY
package and initiated measures which may be said to have brought about
competition.
started in real terms. India opened it’s gated to foreign investors who were
So, the entry of Mac’s into the Indian protected market created a
wide range of choice for the buyers with latest models for the ultimate
and priced for Indians to hit the market. The new competitors are offering
product technologies that are far more advanced than the Maruti of 80’s
vintage. Many say that competition brings out the best in the people
posing challenges for all the old and new in the automobile industry.
In1769, a French engineer CAPTIN NICHOLAS built the first load the
vehicle fitted with steam engine. It attained a peed of about 21/2 M.P.H.
for 15 minute. In 1880. German & French efforts developed of this vehicle.
In 1906, many of the great names around which the world’s largest
white, bulk overland, ford, cadillan-c etc., all these names were, motor
peerless were also important at that time in the technical and commercial
design. It was clear by the spark ignition gasoline engine, which was the
power plant of the modern motor; vehicle water-cooled engine was almost
all times under all conditions and which were comfortable to ride and
higher power, use of new materials and hundreds of other changes have
been made.
In recent years, the passenger car’s chassis construction has been
forced to shape itself and redesigned bodies. While in the field of truck
automatic transmission and many other new feature are in today’s car.
The diesel engine was invented only a few years after the spark ignition
engine cars came into existence. Cars provided the facility to the owners
when Hyundai asked them for funds and technology which were
loan amounting to 100 million US dollars from British and Swiss bank.
3 months. The ceremony for the completion and the christening ceremony
for the 2 ships order were held together. This record of simultaneous
industry.
playing the pivotal role in domestic heavy industry. With all these
achievements it has staged itself a long side world wide business giants
few.
ELECTRONICS (1983):
what others cannot do, since its opening in 1983 it concentrated on the
this way the Hyundai Group has been active and persistent in research
Economy.
OTHER ACTIVITIES:
can become the No.1 only when its returns its profits to the society. The
Hyundai Group has been taking the initiative in giving the profits back to
the society. Hyundai encourages the young people who give up their
portion in the medical care, scholarships and cultural projects besides that
Asian Education Foundation includes Hyundai Middle School. Hyundai
Federation of Korean Industries in 1977 and held this title for the longest
which were held in Nagoya city in Japan. Korea held the 88 Seoul
world.
The Hyundai Group which has the top in Korea not being satisfied
with it made all arrangement for growing into the No.1 Corporation in the
world. The new chairman of the group Chung Mong Koo in 1996 declared
safety and product quality, Hyundai has a presence in 168 countries across
GLOBAL NEWS:
Hyundai reveals its newest concept car at the Paris Motor show.
number of the vehicles of all categories and all types of the vehicles. The
reason for this is the Indian economy which was closed till then.
The face of the industry has changed to such an extent just a decade
age one would fail to recognize it as the Indian auto industry. Today the
competition between the world from this brands like FORD, HONDA,
MARUTI has lost a sizable crunch of its market share from a magical
customer and Indian auto industry. The first Hyundai Santro was
launched on October 20, 1998. Santro was set to be the best package for the
Motor India. The Korea and Indian Engineers pore their efforts for the
imported C.K.D kits for the first Maruti 800. The manufacturing process
begins with coiled steel arriving from South Korea. The entire auto
The assemble of the car is mostly manual HMI has set up a allimem
foundry on site to produces cast components like cylinder heads and gear
box casings. The reasons for Hyundai rapid implementation were wholly
owned subsidiary HMI could speed up the decision making process. It did
not have to conduct a local partner which might have slowed things
down.
This points towards two things the market has become competitive
and dynamic
1. Even the market leader cannot take its market share and the customers
2. The changing tastes and loyalty of the customers and subsequently the
many new models, new services and benefits according to the customer
Maruti Udyog, Hyundai, Daewoo, Fiat, Suzuki, Tata etc., but the
to shape itself redesigned bodies. While in the field of truck design, body
than ever before. Cars provided the facility to the owners that are safe,
The passenger car in India has been considered as luxury item. Only
a rich and the super rich could afford a car. In the 50’s and 60’s owning a
car was the ultimate statement of having made it in life. There were just 3
Standard Motors.
The models they offered were the Baby Hindustan, its later version
called the Ambassador, the Fiat 1100 and the Standard Herald, which
fought for market share in a fairly stagnant market. The Ambassador and
the Fiat were the front-runners with the coming of the third.
There were other players in other segments like the Wily Jeep and
produce a people car an attempt to bring the less rich into the fold of the
more fortunate ones. And so a seed was sown called the Maruti 800.
There has evidently been a major shift in focus, world wide, to small
cars offers the most logically and cost effective means to combat traffic
For instance world class leaders like Mercedes Benz and Ford feel
confident about making mid size and luxury cars. The newly floated joint
ventures started producing luxury cars, completely ignoring the past vast
ridden economy is very limited. All the three companies Telco, Hyundai
respective vehicle in the market that is sure to hot up in the coming and
later years.
Well altered MUL is busy remodeling its Maruti 800 and may introduce a
new model Maruti 900 a cross between Maruti 800 and Zen in order to
high technology vehicle, the prediction among the automobile experts was
that the Indian market wont have that much capacity to absorb the entire
small cars. Also to be considered the fact that the road infrastructure
that had isolated and pushed the country’s growth rate from 4% to 7%.
India is now being routed as the new Asian tiger and this could be the
order of the day. The first multinational car to enter the Indian market was
the South Korea major DAEWOO. Its Cielo was in a direct competition
with the just launched Esteem. This was followed by Peugeot 309,
of France.
major players announced plans to enter the market. Mercedes tied up with
Opel Astra. Ford tied up with Mahindra & Mahindra and established
tied up with Hero Honda launched its own indigenous car the Indica.
ENTRY OF PREMIUM CARS
awareness. Today we have the unusual spectacle of too many cars chasing
too few Indians for a country, which used to manufacture 1.81 lakh cars
per annum in 1991. India today produces over 4 lakh cars per annum. The
Indian market has now changed from sellers market to buyers market.
The first MNC car to enter into the Indian market was South Korean
major DAEWOO. The premium car segment was chosen by the new
new car launches, price cuts, the glamour of millennium car and other
factors.
For the average Indian car buyer the entry on MNC’s is definitely a
big boom. The customer is getting the best technology on a part with other
developed countries.
COMPANY PROFILE
entered into business activities way back in 1947 seeing the rapid
industrialization and modernization-taking place around the world. It
round the world and paved its way to modern economic growth.
sectors.
and laid a foundation for Korean heavy industry. In 1980, it launched high
training human resources, with the aim to become the No.1 Corporation in
the world.
at Rajahmundry for West Godavari Districts April, 1999. So far, AYS sold
about 309 Santro’s and 100 Accents and 2 Sonato’s. The company’s
dealer margins and sale of spares & accessories; by earning profit in the
the company. The total value of Machinery & Equipment is worth Rs. 25
the NH-5 and is designed as per the Hyundai Motor India’s standard
success has left a vivid impression of Hyundai Group all over the industry
human resources.
Korean to advanced into overseas sites. This has taken place when Korea
won the bid, which was a victory for a small country from the east.
constructed the Juveil Industrial Port in Saudi Arabia, the largest scale in
the world and surprised everyone. Their entry into the Middle East was
and Libya paved the way for establishing diplomatic relations with those
America and South East, the name and fame of technology of Hyundai
HYUNDAI SPORTS
Hyundai Motor Company joins in the Fun of the Fustal 2000 promoting
the Hyundai name through South American Qualifying Games for the
world wide Overseas Service Program for its customers as part of the
countries including Japan, Australia, New Zealand, Mexico etc and will
makers, this program can help difference Hyundai amongst existing and
markets.
the 2000 Good Design Products Exhibition held by the Korea Institute of
Energy.
Out of 985 products from 292 companies exhibited, 320 products
the most covered and honored award, the Presidential Award in the
customers.
For the seventh consecutive year in 2000, HMC topped the list of
company.
won first place in the passenger car manufacturing field for giving the
most satisfaction to its customers for the seven straight years. Hyundai
vehicles were praised for low NVH, stability-driving comfort, engine and
transmission performance, fit and finest and design of the exterior and
HMC has come up with a brand new 2000 Corporate Image Campaign, a
market.
diesel engine for passenger cars, becoming the first Korean car maker to be
Using the latest technology, power tech engine increases the output
engine. The power-tech engine has been developed with the design targets
and vibration levels vastly improved compared to the previous large sized
best value car in the small car category in a survey of US consumers. The
import and posting sales of 75,843 units for the first 10 months of 2000.the
Santro proudly proved its success at being the top selling model for five
consecutive months since June. It has distinguished itself with a total sales
figure of 60,516 units between January and October. Also the Accent has
been the top selling model in the premium segment for 5 months
altogether where its sales reached a total of 15,327 units for the first 10
months. Thanks to the strong performance of both the Santro and Accent.
Hyundai has set higher goal for the future in the Indian market.
The Accent was selected as Australia’s best small car for 2000 by
took this golden opportunity to leap into another area of the world market
and promote its brand name through various marketing activities and
advertisement.
Hyundai Motor India Limited is a wholly owned subsidiary of the
Billion. Hyundai motor vehicles are sold in 166 countries through 4,504
over 3 million units and is one of the fastest growing auto manufacturers
in the world.
Hyundai and Kia together have R&D centers in the United States,
Europe, and Japan apart from the global R&D headquarters at Ulsan,
Korea.
spend of close to US$ 2 Billion, up from US$ 1.2 Billion to enhance its
Focus
line with evolving customer preferences across the globe. Recent successes
Efforts
That the efforts of the Hyundai R&D team has paid great dividends
to the company is evident from the fact that the company’s newly
engineered products like the Santa Fe and the Getz have made waves in
the global automotive markets and the ‘US Consumer Reports’ magazine
has ranked Hyundai cars in level with that of Honda in its recent quality
rankings
Hyundai Motor India has been awarded the benchmark ISO 14001
from its project stage. The certification process was completed in a record
time of 10 months with ‘Zero NCRs’. The assessment was done by TUV
resources and energy along all the stages of the product lifecycle from
production, sales, use to disposal. The company has also been in the
Electric Vehicles (HEV’s), and Fuel Cell Electric Vehicles (FCEVs) and has
been awarded the ISO 14001 certification for all its three major plants in
Social Responsibility
All the company’s key manufacturing units, including the Indian plant
etc.
adopted a few villages around its factory in TamilNadu and has been
working towards the social and economic development of these villages,
that help us in making the world’s best cars, right here in India.
HYUNDAI MOTOR INDIA LIMITED
of Hyundai Motor Company, S. Korea and is the second largest and the
segment, the Accent in the C segment, the Sonata in the E segment and the
150,741 units during calendar year 2003 with both Accent & Santro
US$ 220 Mn to expand capacity at this plant to 250,000 units a year in line
with its recent designation as HMC’s global export hub for small cars and
HMIL has sold over 500,000 cars in a record time of just over 5 years
practices.
Hyundai’s fully integrated manufacturing capabilities include:
A hi-tech line that builds full body shells from panels. Automated
robotic arms are used for intricate welding operations that ensure superior
This is one of the most modern paint shops in the country and uses
the environment friendly water based process for superior and lasting
Forges the engine cylinder blocks for our cars to exacting design
specifications.
One of the biggest engine shops in the country, this unit is equipped
with the most modern tooling and testing facilities to make a wide range
of engines in house.
The Plastic Extrusion Unit
facility in-house, Hyundai’s plastic paint shop delivers a high grade finish
and ABS brake testing, this track is designed to meet pre-delivery (PDI)
Hyundai Motor India Limited, a Korean Car Giant, has utilized the
their cars rather than selling on discounts. All their three cars viz.,
This liberalization has helped the salaried and upper middle class to
opt for a car which was hitherto a luxury. The low rates of interest and
Visakhapatnam, East and West Godavari Districts and started serving the
center in Industrial Estate, 104 Area, with trained man power and latest
AYS Automobiles Pvt Ltd., had sold nearly 2000 cars, through their
the increasing sales and service volumes, they have opened a new sales &
customer base and also to facilitate the customers living in Beach Road,
Auto Care and Industrial Estate has the facilities like Wheel Balancers,
Performer in South Region for Hyundai Finance, No.1 Dealer for Sales
Satisfaction etc.,
possible without the support of its associates, who have been extending all
their help ever since its inception and the success is attributed to their
What is a Brand?
Most of the marketers say that “ Branding is the art and cornerstone
of marketing”.
Brands differ from other assets such as patents and copyrights, which
features, benefits and services consistently to the buyers. The best brands
Attributes:
benefits. For example, the attribute “ durable” could translate into the
functional benefit. The people says that “I won’t have to buy another car
for several years”. The attribute “expensive” translates into the emotional
Values:
Culture:
Personality:
User:
The suggests the kind of consumer who buys or uses the product.
the brand. Marketers must decide at which levels to anchor the brand
identity.
Promoting the brand only on one benefit can also be risky. Suppose
The most enduring meanings of a brand are its values, culture and
success. Mercedes must project this in its brand strategy. Mercedes must
dilute the value and personality Mercedes has built up over the years.
Brand Equity:
Brands vary in the amount of power and value they have in the
market place. At one extreme are brands that are not known by most
buyers. Then there are brands for which buyers have a fairly high degree
of brand awareness. Beyond this are brands with a high degree of brand
acceptability. Then there are brand that enjoy a high degree of brand
preference. Finally there are brands that command an high degree of brand
loyalty.
loyalty
brand equity, strong mental and emotional associations and other assets
premium the brand commands times the extra volume it moves over an
average brand.
and Budweiser.
brand.
The Company can charge a higher price than its competitors because
The Company can more easily launch extensions because the brand
The brand offers the company some defense against price competition.
Decisions Decisions
• Individual Names
• Blanket Family Name
• Manufacturers
• Separate Family
• Brand Brand
• Company Individual
• No Brand • Distributors
Names
(Pvt) Brand
• Line Extension
• Brand Extension • Repositioning
• Multi-Brands • No Repositioning
• New Brands
• Co-Brands
Branding Decisions:
name for its products. In the past, most products went unbranded,
producers and intermediaries sold their goods out of barrels, bins and
integrity.
unbranded.
spaghetti, paper towels and canned peaches. They offer standard or lower
quality at a price that may be as much as 20% to 40% lower than nationally
advertised brands and 10% to 20% lower than retail private label brands.
The lower price is made possible by lower quality ingredients, lower cost
costs?
The brand name makes it easier for the seller to process orders and
from competition.
Brand-Sponsor Decision:
alternative is for the manufacturer to produce some output under its own
large retailers and wholesalers have been developing their own brands by
who will produce the private labels at a low cost. Other costs, such as
distribution are much lower. This means that the private brands can
charge a lower price and yet make a higher profit margin. Second, retailers
competitors.
must choose which brand names to use. Four strategies are available:
1. Individual Names:
company does not tie its reputation to the product. If the product fails or
appears to have low quality, the company’s name or image is not hurt.
The strategy permits the firm to search for the best name for each new
product.
new product are likely to the strong if the manufacturers name is good.
different family names for different quality lines within the same product
class.
task of choosing a specific brand name. The company could choose the
Among the desirable qualities for a brand name are the following:
Brand-Strategy Decisions:
are line extensions, brand extensions, multi-brands, new brands and co-
brands.
1. Line Extension:
product category under the same brand name, such as new flavors, forms,
2. Brand Extensions:
3. Multi-Brands:
A Company will often introduce additional brands in the same product category.
buying motives.
4. New Brands:
When a Company launches products in a new category, it may find
5. Co-Brands:
multiple-sponsor co-branding.
Brand Repositioning:
customer preferences.
power, they wonder how they can strengthen their brands. Most
managers think the answer lies in increasing the advertising budget. But
one of nine ways to build more brand awareness and brand preference.
TABLE: - 6.1
25-45 52 52%
45-65 40 40%
65 And Above 8 8%
Interpretation:
From the above table, we can observe that 52% of the people
group and 8% of the people belongs to 65 and above. The analysis shows
50
40
25-45
30
45-65
20 65 And Above
10
0
NO.OF CUSTOMERS
TABLE:-6.2
NO. OF
GENDER PERCENTAGE
CUSTOMERS
Male 87 87%
Female 13 13%
Interpretation:
From the above table we can observe that among 200 customers 87%
87%
Occupation
TABLE: - 6.3
Business 38 38%
Professional 30 30%
Student 7 7%
Employee 25 25%
Interpretation:
From the above table, we see that 38% of the people belongs to
students and 25% of the People belongs to Employees. The analysis shows
TABLE:- 6.4
NO. OF
INCOME PERCENTAGE
CUSTOMERS
20,000-40,000 52 52%
Interpretation:
The income status reveals that 34% of them are having less than
20,000 and 52% of them were between 20,000-40,000 and the remaining
14% were above 40,000. The analysis shows that the people who having
34%
52%
FAMILY SIZE
TABLE:-6.5:
NO. OF
FAMILY SIZE PERCENTAGE
CUSTOMERS
1-2 10 10%
3-5 78 78%
Interpretation:
Family size reveals that 10% of the people are having 1-2 family
size, 78% of the people are having 3-5 family size and 12% of the people
are having above 5 family size. The analysis shows that the family size
80
70
60
50
40
30
20
10
0
1 to 2 3 to 5 5 & above
PURPOSE OF PURCHASE
TABLE:-6.6
Total number of Customers surveyed: 100
NO. OF
PURPOSE PERCENTAGE
CUSTOMERS
Utility 45 45%
Necessity 51 51%
Status 4 4%
Interpretation:
From the table, we can observe that 45% of the people purchase the
car for the purpose of utility, 51% of the people purchase for necessity and
4% people purchase for status. The analysis shows that most of the people
60 45
50
40
30
20 4
10
0
Utility Necessity Status
TABLE: - 6.7
Style 14 14%
Price 18 18%
Performance 20 20%
Publicity 18 18%
Interpretation:
From the table, we can examine that 14% of the people prefer style,
18% of the people prefer price, 30% of the people opt for Brand image,
people opt for Publicity for buying the Santro Car. The analysis shows
25
20 Style
Price
15
Brand image
10 Performance
Publicity
5
0
NO.OF CUSTOMERS
TABLE:-6.8
Total Number of Customers Surveyed: 100
Myself 20 30%
Friends 22 22%
Relatives 5 5%
Advertisements 34 34%
Others 4 4%
Interpretation:
From the table, we can observe that 20% of the people are decided
family members, 22% of the people are influenced by relatives, 34% of the
influenced by other factors. The analysis shows that major portion of the
0%
PERCENTAGE
TABLE: -6.9
Yes 56 56%
No 44 44%
Interpretation:
From the table, we see that 56% of the people say that Sharukh
Khan has the impact of increase in sales whereas 44% of the people say
TABLE:- 6.10
NO. OF
GOOD VALUE PERCENTAGE
CUSTOMERS
Yes 92 92%
No 8 8%
Interpretation:
From the table, we observe that 92% of the people feel that Hyundai
products give Good Value for money whereas 8% of the people feel that
100
80
60
40 8
20
0
Yes No
PRICING OF THE CAR
TABLE:- 6.11
NO. OF
PRICING LEVEL PERCENTAGE
CUSTOMERS
Excellent 5 5%
Good 64 64%
Satisfactory 31 31%
Not satisfied - -
Interpretation:
From the table, we observe that 5% of the people feel that the Price
of the car is Excellent, 64% of the people feel that it is Good, 31% feel it is
satisfactory and none of them are dissatisfied with the Price of the
product. The Highest % of the people feel that the Price of the car is Good.
Not Satisfied Excellent
Satisfactory
Good
SUPERIOR TO COMPETITORS CARS
TABLE:-6.12
Yes 89 89%
No 11 11%
Interpretation:
From the table, we can observe that 89% of the people say that
Santro car is superior to competitors cars and 11% says that it is not.
100
89
90
80
70
60
50
40
30
20
11
10
0
Yes No
SUMMARY
at rapid speed. Hyundai being one of the dominating and leading players
the investors.
with other leading players like Maruti, Honda, Ford and many others.
in prices of the cars and modifications done with the existing product (e.g.,
Santro to Santro Xing) and were introduced in the market. Hyundai small
Santro. Most of the customers are very much satisfied with the services
offered by the company while few of them are not satisfied due to minor
All the respondents are very happy with the warranty period given
for the cars by the company but many of them have complaints with the
services are high when compare to other company’s services (e.g. Maruti)
toward Santro.
FINDINGS
The following details can be inferred after analysis with a simple size
Though the customers are having good awareness levels regarding the
the performance of the car’s engine. This suggestions has been given
mileage.
Making the Driving seat and Passenger seat more comfortable so that
3. PHONE NO:
4. AGE GROUP:
5. GENDER:
7. OCCUPATION:
9. FAMILY SIZE:
FOR MONEY?
RELATIVES?
__________________________________________________________________
__________________________________________________________________
BIBLIOGRAPHY
• MARKETING MANAGEMENT
PHILIP KOTLER
• MAGAZINES:
• OVERDRIVE
• BUSINESS TODAY
CONTENTS
Page No.
CHAPTER – 1 1-10
Introduction
Importance
Scope
Research Methodology
Object
Limitations
CHAPTER – 2 11-32
INDUSTRY PROFILE
History of the Automobiles
Automobiles History in World Scenario
Automobiles History in Indian Scenario
Automobiles History 1967
CHAPTER – 3 33-50
COMPANY PROFILE
History in construction field
Hyundai motor India Limited
CHAPTER – 4 51-63
CHAPTER – 5 64-87
CHAPTER – 6 88-91
CHAPTER – 7 92-94
Annexure
CHAPTER – 8 95
Bibliography
CHAPTER – 1
o Introduction
o Importance
o Scope
o Research Methodology
o Object
o Limitations
CHAPTER – 2
INDUSTRY PROFILE
History of the Automobiles
Automobiles History in World Scenario
Automobiles History in Indian Scenario
Automobiles History 1967
CHAPTER – 3
COMPANY PROFILE
for providing all the facilities and guiding me where every necessary.
stage of this project without whom this would not have been
completed.
I am grateful to my parents and all my friends for their help and co-
operation.
Mrs. LUBZA NIHAR is a original work done by me. This work has
not been previously submitted by any one else for the award of any
By
Mr. S. SRINIVASA RAO
Place : Visakhapatnam
Page No.
CHAPTER – 1 1-10
Introduction
Importance
Scope
Research Methodology
Object
Limitations
CHAPTER – 2 11-36
INDUSTRY PROFILE
History of the Automobiles
Automobiles History in World Scenario
Automobiles History in Indian Scenario
Automobiles History 1967
CHAPTER – 3 37-54
COMPANY PROFILE
History in construction field
Hyundai motor India Limited
CHAPTER – 4 55-67
CHAPTER – 5 68-91
CHAPTER – 6 92-95
CHAPTER – 7 96-98
Annexure
CHAPTER – 8 99
Bibliography