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1.1 INTRODUCTION TO THE INDUSTRY

A.) HISTORY OF AUTOMOBILE INDUSTRY:-
The automobile as we know it was not invented in a single day by a single inventor. The history
of the automobile reflects an evolution that took place worldwide. It is estimated that over
100,000 patents created the modern automobile. However, we can point to the many firsts that
occurred along the way. Starting with the first theoretical plans for a motor vehicle that had been
drawn up by both Leonardo da Vinci and Isaac Newton In 1769, the very first self-propelled road
vehicle was a military tractor invented by French engineer and mechanic, Nicolas Joseph Cugnot
(1725 - 1804). Cugnot used a steam engine to power his vehicle, built under his instructions at
the Paris Arsenal by mechanic Brezin. It was used by the French Army to haul artillery at a
whopping speed of 2 1/2 mph on only three wheels. The vehicle had to stop every ten to fifteen
minutes to build up steam power. The steam engine and boiler were separate from the rest of the
vehicle and placed in the front (see engraving above). The following year (1770), Cugnot built a
steam-powered tricycle that carried four passengers. In 1771, Cugnot drove one of his road
vehicles into a stone wall, making Cugnot the first person to get into a motor vehicle accident.
This was the beginning of bad luck for the inventor. After one of Cugnot's patrons died and the
other was exiled, the money for Cugnot's road vehicle experiments ended.

1880's & early 1900's

 About hundred years ago -The first motor car was imported -Import duty on vehicles was
introduced. -Indian Great Royal Road (Predecessor of the Grand Trunk Road) was conceived.
 First car brought in India by a princely ruler in 1898.
 Simpson & Co established in 1840. -They were the first to build a steam car and a steam bus,
to attempt motor car manufacture, to build and operate petrol driven passenger service and to
import American Chassis in India.
 Railways first came to India in 1850's.
 In 1865 Col. Rookes Crompton introduced public transport wagons strapped to and pulled by
imported steam road rollers called streamers. The maximum speed of these buses was 33 km/hr.
 From 1888 Motors Spirit attracted a substantial import duty.
 In 1919 at the end of the war, a large number of military vehicles came on the roads.

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 In 1928 assembly of CKD Trucks and Cars was started by the wholly owned Indian subsidiary
of American General Motors in Bombay and in 1930-31 by Canadian Ford Motors in Madras,
Bombay and Calcutta In 1935 the proposals of Sir M Visvesvaraya to set up an Automobile
Industry were disallowed.
 1942 Hindustan Motors Ltd incorporated and their first vehicle was made in 1950.
 In 1944 Premier Automobiles Ltd incorporated and in 1947 their first vehicle was produced.
 In 1947 the Government of Bombay accepted a scheme of Bajaj Auto to replace the cycle
rickshaw by the auto and assembly started in a couple of years under a license from Piaggio.
Manufacturing Programme for the auto and scooter was submitted in 1953 to the Tariff
Commission and approved by the Government in 1959.
 In 1953 the Government decreed that only firms having a manufacturing programme should be
allowed to operate and mere assemblers of imported CKD units be asked to terminate operations
in three years.
 Only seven firms namely Hindustan Motors Limited, Automobile Products of India Limited,
Ashok Leyland Limited, Standard Motors Products of India Limited., Premier Automobiles
Limited, Mahindra & Mahindra and TELCO received approval. M&M was manufacturing jeeps.
Few more companies came up later.
 Government continued with its protectionism policies towards the industry.
 In 1956, Bajaj Tempo Ltd entered the Indian market with a programe of manufacturing
Commercial Vehicles, and Simpson for making engines.

1960's
 In sixties 2 and 3 Wheeler segment established a foothold in the industry.
 Escorts and Ideal Java entered the field in the beginning of sixties.
 Association of Indian Automobile Manufacturers formally established in 1960.
 Standard Motors Products of India Ltd. moved over to the manufacture of Light Commercial
Vehicles in 1965.

1970's
 Major factors affecting the industry's structure were the implementation of MRTP Act, FERA
and Oil Shocks of 1973 and 1979.

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 During this decade there was not much change in the four wheeler industry except the entry of
Sipani Automobiles in the small car market.

 Oil Shock of 1973 quickened the process of dieselization of the Commercial Vehicle segment.
 Three other companies, namely, Kirloskar Ghatge Patil Auto Ltd, Indian Automotive Ltd and
Sen & Pandit Engg products Ltd entered the market during 1971-75. They ultimately withdrew
in early eighties.  During the seventies the economy was in bad shape. This and many specific
problems affected the Automobile Industry adversely.

1980's- The period of liberalized policy and intense competition

 First phase of liberalisation announced.
 Unfair practices of monopoly, oligopoly etc slowly disappeared.
 Liberalisation of the protectionism policies of the Government.
 Lots of new Foreign Collaborations came up in the eighties. Many companies went in for
Japanese collaborations.
 Hindustan Motors Ltd. in collaboration with Isuzu of Japan introduced the Isuzu truck in early
eighties.
 ALL entered into collaboration with Leyland Vehicles Ltd. for development of integral buses
and with Hino Motors of Japan for the manufacture of W Series of Engines.
 TELCO after the expiry of its contract with Daimler Benz, indigenously improved the same
Benz model and introduced it in the market.
 Government approved four new firms in the LCV market, namely, DCM, Eicher, Swaraj and
Alwen. They had collaborations with Japanese companies namely, Toyota, Mitsubishi, Mazda
and Nissan respectively.
 In 1983 Maruti Udyog Ltd was started in collaboration with Suzuki, a Japanese firm.
 Other three Car manufacturers namely, Hindustan Motors Ltd., Premier Automobiles Ltd.,
Standard Motor Production of India Ltd. also introduced new models in the market.
 At the time there were five Passenger Car manufacturers in India - Maruti Udyog Ltd.,
Hindustan Motors Ltd., Premier Automobiles Ltd., Standard Motor Production of India Ltd. and
Sipani Automobiles.
 Ashok Leyland Ltd. and TELCO were strong players in the Commercial Vehicles sector.

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 In 1983-84 Bajaj Tempo Ltd. entered into a collaboration with Daimler-Benz of Germany for
manufacture of LCVs

.  Important policy changes like relaxation in MRTP and FERA, delicensing of some ancillary
products, broad banding of the products, modifications in licensing policy, concessions to private
sector (both Indian and Foreign) and foreign collaboration policy etc. resulted in higher growth /
better performance of the industry than in the earlier decades.

1990's
 Mass Emission Norms were introduced for in 1991 for Petrol Vehicles and in 1992 for Diesel
Vehicles.
 In 1991 new Industrial Policy was announced. It was the death of the License Raj and the
Automobile Industry was allowed to expand.
 Further tightening of Emission norms was done in 1996.
 In 1997 National Highway Policy has been announced which will have a positive impact on the
Automobile Industry.
 The Indian Automobile market in general and Passenger Cars in particular have witnessed
liberalisation. Many multinationals like Daewoo, Peugeot, General Motors, Mercedes-Benz,
Honda, Hyundai, Toyota, Volvo and Fiat entered the market.
 Various companies are coming up with state-of-art models of vehicles.
 TELCO has diversified in Passenger Car segment with Indica. 48 Despite the adverse trend in
the growth of the industry, it is resolutely trying to meet the challenges. Various issues of critical
importance to the industry are being dealt with forcefully.

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B.) PROFILE OF THE INDUSTRY

BIRTH OF CARS:-
The birth of the car as we know it today occurred over a period of years. It was only in 1885 that
the first real car rolled down on to the streets. The earlier attempts, though successful, were
steam powered road-vehicles.

The first self-propelled car was built by Nicolas Cugnot in 1769 which could attain speeds of up
to 6 km/hour. In 1771 he again designed another steam-driven engine which ran so fast that it
rammed into a wall, recording the world’s first accident. In 1807 François Isaac de Rivaz
designed the first internal combustion engine. This was subsequently used by him to develop the
world’s first vehicle to run on such an engine, one that used a mixture of hydrogen and oxygen to
generate energy.
This spawned the birth of a number of designs based on the internal combustion engine in the
early nineteenth century with little or no degree of commercial success. In 1860 thereafter, Jean
Joseph Etienne Lenoir built the first successful two-stroke gas driven engine. In 1862 he again
built an experimental vehicle driven by his gas-engine, which ran at a speed of3 km/hour. These
cars became popular and by 1865 could be frequently espied on the roads.
The next major leap forward occurred in 1885 when the four stroke engine was devised. Gottileb
Damlier and Nicolas Otto worked together on the mission till they fell apart. Daimler created his
own engines which he used both for cars and for the first four wheel horseless carriage. In the

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meanwhile, unknown to them, Karl Benz, was in the process of creating his own advanced tri-
cycle which proved to be the first true car. This car first saw the light of the day in 1886.
The season of experiments continued across the seas in the United States where Henry ford
began work on a horseless carriage in 1890. He went several steps forward and in 1896,
completed his first car, the quadricycle in 1896. This was an automobile powered by a two
cylinder gasoline engine. The ford motor company was launched in 1903 and in 1908 he
catapulted his vehicle, model t ford to the pinnacle of fame. Continuing with his innovations, he
produced this model on a moving assembly line, thus introducing the modern mass production
techniques of the automobile industry.
The modern car, therefore comes from a long list of venerated ancestors, and its lineage will,
hopefully grow longer as we progress!

With the invention of the wheel in 4000 B.C., man’s journey on the road of mechanized transport
had begun. Since then he continually sought to devise an automated, labour saving machine to
replace the horse. Innumerable attempts reached conclusion in the early 1760s with the building
of the first steam driven tractor by a French captain, Nicolas Jacob Cugnot. It was however left
to Karl Benz and Gottlieb Damlier to produce the first vehicles powered by the internal
combustion engine in 1885. It was then that the petrol engine was introduced, which made the

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car a practical and safe proposition. The cars in this period were more like the cars on our roads
today.
With cars came the era of speed. The first ever land-speed record was established about a 100
years back, in 1898. Count Gaston de Chasseloup-Laubat of France drove an electric car (in
Acheres near Paris) at a speed of 39.24 miles per hour. This flagged off the era of ‘wheels
racing’, which lasted till 1964, after which jet and rocket -propelled vehicles were allowed. Then
onwards, it has been one big journey...on the roads.

INDUSTRY AS WHOLE:-
Post 1991, this country has witnessed unprecedented all round development due to liberalization.
It has witnessed a flood of foreign companies who have set up their operations. The monopoly,
earlier enjoyed by Indian companies has been offset. The entire marketing scenario has changed
from being a sellers’ market to a buyers’ market. It is necessary for all companies to understand
the needs of their customers lest they may be out of business. Customer satisfaction and retention
is the norm in this dog-eat-dog market competition and cutthroat competition.
This research tries to give an insight into the present market scenario of passenger cars , pan
India taking into consideration the dealers as well as consumers of Hyundai Motors India
Limited vis-à-vis its major competitors. This research consists of the database, which was
collected during the survey and also the findings and analysis of the survey conducted during the
research.
The research approach consists of primary data collected by survey research method and
secondary data collected from various Internet sites, product catalogues and business journals.
Direct interaction with the concerned people including interview and questionnaire are the
instruments employed during the research.
The research aims at deciphering all the underlying factors considered important by customers
regarding this segment and a comparison of various companies on those factors so as to provide
logical recommendations which would prove useful to HYUNDAI MOTORS INDIA
LIMITED to maintain its competitive advantage in this segment in times to come.

THE REQUIRED THESIS BASED UPON THE MARKETING STRATEGY OF

HYUNDAI MOTORS INDIA LIMITED .THE THESIS BASED UPON BRAND AND
PRODUCT POSITIOING OF THE HYUNDAI MOTORS IN INDIA.THE PRODUCT

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QUALITY, THE BRAND CONSUMPTION IN COUNTRY 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 16
variants of passenger cars in six segments. The Santro in the B segment, Getz 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. The Hyundai Verna has bagged some of the
most prestigious awards starting with the Overdrive ‘Car Of the Year 2007’, CNBC-TV 18 Auto
car ‘Best Value For Money Car 2007’ and ‘Performance Car of the Year 2007’ from Business
Standard Motoring.

INDIAN AUTOMOBILE INDUSTRY:-

India has been the scene of some of the most frenetic deal- making, big expansion
announcements, and new car launches in the global auto industry. Consider that in the last 18
months alone General Motors, Fiat, Honda, Nissan, and Hyundai have announced Indian
investments valued at roughly $1.5 billion. Recent visits by industry bigwigs such as Fiat
Chairman Luca Cordero di Montezemolo, Renault-Nissan alliance Chief Executive Carlos
Ghosn, and GM boss G. Richard Wagoner, Jr., who arrived in New Delhi on April 16 to help
launch the company's Chevrolet Sn early April, Ghosn was in India to inaugurate a plant in
Nashik jointly run by Renault and Indian carmaker Mahindra & Mahindra that will produce an
economy car called the Logan. The base model will cost $9,700, but Ghosn also hopes to launch
an ultra-cheap model in India -- that will retail for about $3,000 -- later in the decade. Park
locally underscores the new focus on India's high-speed car market.
Right now, India's entire industry -- local producers and transplants -- collectively manufacture
about 1.4 million vehicles a year. That's expected to double by 2008, and if it does, India will
surpass Britain and Canada in total car production. However, it still will be light years behind
China, which is on track to hit 10 million or so in 2007.
And India's growth dynamics look robust. It is home to a young population, and has rising
income levels, an underserved rural market, and an economy galloping along at 9%-plus growth
rates. Duties on small cars fell from 24% to 16% in 2006, though taxes remain somewhat high
compared to China. The government hopes to see India auto sales jump from last year's $34
billion to $145 billion in 2016. If they do, the domestic auto industry could represent about 10%
of India's gross domestic product. Gathering small-car making expertise in India is key for

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automakers both to tap a thriving market for economy cars -- and also to export that know-how
to other markets. By 2012, the market for vehicles priced under $10,000 is likely to reach 18
million cars, or a fifth of world auto sales, according to Roland Berger Strategy Consultants.
That's up from 12 million today.
India also boasts a cheap, but high-quality labor force with considerable engineering and
manufacturing skills -- and the country is starting to build up big auto components and
engineering and design outsourcing sector that is attractive for international players. The India
auto parts business is expected to more than triple in annual revenues from $12 billion to $40
billion by 2014.

INDUSTRY ANALYSIS:-
With 11 players in passenger car segment, the total installed capacity is of the order of over a
million vehicles. More than 15% of the total capacity remained unutilized in 2003-04. Two
players, namely, PAL Peugeot and Premier Auto, among the older Indian entities, exited the
industry towards the end of 1999-00. Daewoo plant was closed, General Motors and Tata Motors
are involved in taking over some operations.
The scale of operations of Indian car plants is among the lowest in the world, rendering them
uneconomic. The average capacity of an Indian car plant is 40,000 units a year, as against
250,000 in Japan and the US; 125,000 in Brazil and 175,000 in South Korea. Volumes of
100,000 to 150,000 are considered viable. However, there are units in India with capacities
ranging from 9,000 to 30,000 units a year.

Lead Players

Foreig Year of
Compan Indian n Incorporatio Share
y Partner Collaborator Equity n (%)

Maruti Suzuki Motor Company,

Udyog GOI Japan 100% 1982 50.4%

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Hyundai Hyundai Motor Company,

Motor None Korea 100% 1996 19.5%

Tata
Telco Group None Nil 1945 14.5%

CK
Hindusta Birla
n Motors Group None 100% 1940s 3.4%

Ford M&M
India Ltd Ford Motor Company 84.11% 1995 2.5%

Fiat India None Fiat Auto SPA, Italy 100% 1997 0.9%

Honda Siel Honda Motor Company,

Sie1 Limited Japan 99% 1995 5.0%

General General Motors Corporation,

Motors None USA 100% 1995 1.4%

Daimler
Chry Star None Diamler Chrysler AG 100% 1995 0.2%

Skoda
India None Volkswagen Group 2001 1.0%

Toyota Kirloska Toyota Motor Corporation,

Kirloskar r Group Japan 88.86% 1997 1.2%

Total investment by the car companies is estimated at around Rs 130 bn with related component
makers chipping in another Rs 40 to 50 bn. At the existing volumes, all car companies, except
Maruti Udyog, will take two to five years to move beyond sustainable break-even volumes.

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The Indian industry now has the presence of global players like General Motors, Ford, Suzuki,
Toyota, Mitsubishi, Honda, Fiat, Hyundai, Mercedes and Skoda. MNCs are widening their
product portfolio, which will further intensify competition. This also marks the next phase of the
Indian auto industry after the sector was opened up.
New players, such as Skoda and Toyota have lined up the market with Octavia (from Skoda) and
Corolla (from Toyota), Honda and Hyundai have come a long way through City, Accord, Sonata
and so on as their prized offerings. BMW is setting up an assembly plant in Andhra Pradesh.
The car sales in 2003-04 were estimated at over 821,500 vehicles, a 34.3% increase on the
preceding year with car sales at over 611,750 units. The production of passenger cars in 2003-04
increased to 781,764 units realizing a growth of 40% over the preceding year.
It is obvious that the market was overwhelmingly skewed in favour of low-end (priced) cars.
The non-linear segmentation is a reflection of the fewer models in the next price range.
Individual buyers, mostly small entrepreneurs, have outnumbered companies to form a
significant chunk of the car buying population. Most of the car buyers come from backgrounds
such as software and service companies. Individual buyers constitute roughly 70% of the total
demand today, overtaking corporate buyers, who traditionally represented around 60% of total
demand some years back. In the case of cars like Hyundai's Santro, as many as 95% of
its clientele is represented by individual buyers.
Leading brands of cars in India now include: Maruti 800, Esteem, Omni, Zen, Baleno, Alto
Wagon R, Opel Astra, Opel Corsa, Mercedez, City, Accent, Santro, Indica, Fiat Palio, Sienna,
Lancer, Ford Ikon. Lately, while Hyundai entered with Sonata, Honda came up with Accord.
Ford has been contemplating bringing in Mondeo, while GM's Swing made some healthy waves
in its segment. Skoda has introduced its Octavia, and may follow with Superb to strengthen its
presence. Reva Electric Car Co launched the base version of its Reva Electric car in Bangalore
and Goa. Lately, GM has created quite a ripple with its Chevrolet based Optra.
Except for Maruti Udyog JV with Suzuki of Japan and Hindustan Motors tie-up with Mitsubishi
also from Japan, all the earlier collaborations have been diluted and converted into fully-owned
subsidiaries of the global players like GM, Ford, Hyundai, Daewoo, Daimler Chrysler. Among
the operational alliances is the one between DCM group and Honda in Honda Siel Motors. The
new entrants' forays like Skoda are again entering as wholly-owned subsidiaries.

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Based on the long term optimism, new and established entrants in this sector are introducing new
models. As the number of players multiply, the Indian consumer will have a plenty of variety
and choice in the mid-size and small segment. Although small car category continues to be
dominated by Maruti 800 and Alto, Santro and Indica the segment would offer the consumer the
choice of pick and choose.
Maruti Udyog is in talks with various diesel engine manufacturers to set up a diesel engine
manufacturing base in India. Maruti is expected to outsource its entire requirement of diesel
engines from the proposed local unit. Peugeot, which supplies diesel engines to Maruti Udyog
for compact car Zen and mid-size sedan, Esteem, is one of the companies with which Maruti is
negotiating, another being Fiat.
The sudden and simultaneous induction of new cars in the segment exposed the Indian market to
severe competition, especially to the well entrenched Maruti 800 and Zen. Newer technologies
have been displayed by these entrants. These are aimed at improved fuel economies and horse-
power and at the same time overcoming stringent emission norms of Western Europe. Other hi-
tech features include multi-point fuel injection (MPFI) system, collapsible steering, independent
suspensions for the wheels, side impact bars, roof stiffners, child-proof locks, disc type front
brakes and several other features hitherto unknown.
In the changing automobile scenario, the market demand is composed of replacement demand,
new entrants to the market, graduation of two-wheeler owners to the car market and shift of
the small car owners to the medium and premium car segments.
The structure of the market by product variation is also witnessing a total metamorphosis. The
erstwhile models have been of higher engine capacity but are relatively low priced. Presently,
the bulk of the demand is for engine capacity below 1000 cc. The middle segment, which is more
price-oriented, is large in terms of value but the market in quantum is much too small. As
indicated, the mid-priced premium segment is witnessing a significant upsurge.

MULTI-UTILITY VEHICLES:-
The MUV segment consists of vehicles that are suited both for urban and rural areas. In rural
areas where the roads are bad, MUVs can be used as goods carriers and for public transportation.
In terms of the overall share of the vehicle market, the importance of MUVs is still low as 2.2%.
Traditionally, more than 70% of the vehicles sold by Mahindra & Mahindra (M&M), the main
player in this segment, went to tour operators and customers who bought it for business

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purposes. Even the balance 30% picked up are primarily by buyers from small towns and rural
areas, who wanted a vehicle that could carry goods.
However, during the past couple of years, there has been a qualitative shift in demand profile of
this category. The introduction of the Toyota Qualis changed consumer perceptions about this
category. In urban areas, Qualis has tapped the latent demand for a large family car, thus blurring
the distinction between the passenger cars and MUVs. The changing consumer perception has
been further reinforced by instant success of Scorpio launched by M&M.. In a bid to tap this
growing market, MUL has also launched its first MUV, Versa. With other players such as
Hindustan Motors and Ford planning to launch the products in this segment, competition is
expected to intensify.

MUV's: Market Shares

Company Share (%)

Maruti Udyog 2%

Telco 21%

Hindustan Motors 1%

Toyota Kirloskar 26%

Mahindra & Mahindra 46%

Bajaj Tempo 4%

Environmental Issues: -
Emission control is important when it comes to tackling pollution levels on city roads. In the
recent past, the issue has become very important for the domestic automobile industry. Tracing
back to where it all started, we find that the first emission norms were introduced for petrol
vehicles in 1991 and for diesel vehicles in 1992.
From April 1995, fitting catalytic converters was made mandatory in new petrol driven
passenger cars sold in the four metros of Delhi, Calcutta, Mumbai and Chennai. For this to
happen, petrol pumps supplying unleaded petrol were opened in these cities.

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1.2 INTRODUCTION TO THE COMPANY

PROFILE OF THE COMPANY:-

HYUNDAI MOTOR

Headquarters: Seoul, Republic of Korea (231, Yangjae-Dong, Seocho-Gu)

Industry Sector: Manufacturing.
Major Product: Automobiles.
Production: 1,677,818 units per year (CKD Excluded)
Sales: 27,472 billion Korean Won.
Assets: 24,700 billion Korean Won.
Net Income: 1,804 billion Korean Won.
Chairman & CEO: Mong-koo Chung.
Date of Establishment: Dec. 29, 1967.
Production: production total from domestic (Ulsan/Asan/Jeonju) and overseas manufacturing
plants.
(India/Turkey/China) in 2004.
Sales, Assets and Net income: Hyundai Motor’s Independent Financial Standard for fiscal year
2004.
1 US $ = 980 Korean Won.

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Hyundai Motor India Limited (HMIL)

Wholly owned subsidiary of Hyundai Motor Company, South Korea

Industry Sector: Manufacturing
Major Product: Automobiles
Production Capacity: 280,000 units per annum
Total Sales: 252,851 units in 2005
Domestic Sales: 1,56,291 units in 2005
Export Sales: 96,560 units in 2005
Net Income: 432,282 million Korean Won (414143 thousand US$)
Chairman & CEO: Mong-koo Chung

Mission of the Parent company "Hyundai Motor Company"

The relevant business purposes of the Company are as follows:
 To manufacture and sell all kinds of vehicles and component parts thereof.
 To manufacture and sell special purpose vehicles and component parts thereof.
 To engage in the export and import business.
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 30 variants of passenger cars in six segments. The Santro in the B
segment, Getz in the B+ segment, the Accent in the C segment, the Elantra in the D segment, the
Sonata Embera in the E segment and the Tucson and Terracan in the SUV segment.
Established in 1967, Hyundai Motor Co. has grown into the Hyundai Kia Automotive Group
which includes over two dozen auto-related subsidiaries and affiliates. Employing over 57,000
people worldwide, Hyundai Motor posted US$26.1 billion in sales in 2004 (on a non-
consolidated basis). Hyundai Motor vehicles are sold in 193 countries through some 5000
dealerships and showrooms. Hyundai Motor Co. is a sponsor of the 2006 FIFA Germany World
Cup.
Hyundai Motor India has said it will begin production at its second plant in the country on
October 15, 2007, where it aims to reach a capacity of 300,000 units by 2008.

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Hyundai India aims to export at least 200,000 cars next year. The carmaker, which exports
Santro and Accent cars made at its factory near Chennai in southern India to regions such as
Europe, exported 115,000 cars in 2006 and plans to export 350,000 cars in 2009.
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. Last year, HMIL had clocked in 147,636 units from January to June. Compared
to last year (‘06), the sales grew by 9.3% to 161,296 units for the same period (Jan- June ’07).
Out of this 100,925 units are sold in the domestic market while 60,371 units are exported. Last
year the domestic market had accounted for 91,273 units and the exports stood at 56,363 units
The export registered a growth of 7.1 % to while the domestic market volume has increased by
almost 11%.
Commenting on the sales this month Arvind Saxena, VP, Marketing and Sales said “In spite of
hike in interest rates, Hyundai has still managed to grow in terms of volumes. We are sure the
next few months will see stronger retail as we overcome our capacity constraints with the new
plant starting operations later this year”.
The segment-wise cumulative sales in the month of June 2007 are as follows: A1 Segment —
23,558 units; A2 Segment – 3,983 units; A3 Segment — 24 units; A4 Segment — 67 units; and
SUV Segment — 21 units. At present “HMIL” have 167 in January 2007, dealers all over India
at present stage.
Hyundai today enjoys a market share of around 10% and is looking at the doubling that figure.
Given the Indian market's response to the Santro, the company seems to be well on course....
 Best customer service
 Best technology
 Best quality products
 Best value for people.
All over “HMIL” launched the second nation wide free car care clinic campaign, offering our
loyal customers free check-ups for keeping their vehicles in best of condition. Hyundai involved
about 310 Hyundai dealers’ workshops across the country.

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PRODUCTS PORTFOLIO

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Segment Name Variants Price

B Santro XK(Non-ac, 2,82,973 to 3,92,974

AC),XL,AT,XO

B+ Getz GLE, GVS, GLS, GLX 4,21,000 to 5,18,518

C Accent GLE, GLE 1.6L, Viva, 5,29,000 to 7,14,714

Viva CRDi, CRDi

D Elantra GT, GLS, CRDi 8,53,793

to 10,53,800

E Sonata 2.4 M/T, 2.4 A/T(both are 1,369,000 to

in fabric/ leather)
1,459,000

SUV Terracan GL 2,059,151

Tucson Tucson 14,62,999

Santro:-
Modeled on the Hyundai Atos, the Mercedes A140 and Suzuki's Wagon R, and then
customized to Indian tastes, the Santro takes the best of all the cars viz. the drivability of the
Atos, the safety & design of the Mercedes A140, and roominess of the Wagon R.
It claimed to be the leader of its segment since its launch till mid 2004. But in February 2005,
WagonR's sales were higher than the Santro's and in March the Alto stole, too, the Santro's
thunder. The fight for market share goes on with the launch of new variants and models in the B
segment. But on an average, Santro stands to be the market leader.It is a mid-size segment car
and the pricing strategy varies over the variants being offered. The XK (non- ac) starts at 2.82
lakhs and the costliest variant is around 3.92 lakhs. It competes with Maruti’s Zen and Alto,
Tata’s Indica and Fiat’s Palio.

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Getz:-
In response to consumers’ demand for something bigger than B segment cars, yet smaller than
those in the C segment, car manufacturers lined up a new range of variants. This segment is the
B+ segment.
The Getz is one of the most well designed and graceful looking cars from the Korean Chaebol,
especially since the company has tended to conceive cars that have a "streak of queer beauty"
about them.
Its chief competitors are Ford Fusion and Chevrolet Spark. Besides these two models, Fiat’s
Palio and Petra, Opel’s Sail & Corsa, Tata’s Indigo and Ford’s Ikon Flair also face competition
from Getz.
As every model of Hyundai, Getz is also priced premium but at a killer price amongst its
strategic group. Its variants cost from 4.2 lakhs to 5.2 lakhs.

Accent:-
In the mid-size segment, the Accent leads with a market share of 27 per cent, pitted against the
likes of Ikon, Honda City, Corsa, Esteem and the Lancer.
Accent GLS has been positioned as the car that provides power and performance, while Accent
CRDi targets those consumers who are conscious about the cost per kilometer. The CRDi variant
has proven to be a deadly weapon in performance and against competition.
The competitors are Ford’s Ikon, Honda’s Honda City, Maruti’s Esteem, Opel’s Corsa,
Mitsubishi Lancer and their variants. Accent stood out as the market leader in its segment most
of the time. The pricing has been hiked at times owing to the rising costs and yet the price varies
over 5.29 to 7.2 lakhs.

Elantra:-
Aggression is writ clearly across the Elantra's face. This is typically the kind of design that the
young car buyer will identify with. If the Hyundai Elantra's design does not appeal to the stiff
upper-lip gentleman, the features-to-value equation surely will.
Hyundai has packed the Elantra with electronic gadgetry and loads of active and passive safety
features that the competition has not thought of offering in their cars. The cars that are
competition for the Elantra like the Toyota Corolla, the Skoda Octavia,, Chevrolet Optra and the
Mitsubishi Lancer.

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Positioning and pricing have been the key factors for the success of Hyundai's products. In the
case of the Elantra, too, Hyundai has positioned it squarely in the cusp between the C and D
segments. Pricing wise it is in the higher end of the C segment, at the same time it is as feature
rich as the average D segment sedan.
Priced at Rs 8.5 lakh for the lower trim GT variant and going up to Rs 10.5 lakh for the CRDi
variant, the Elantra is good value for money. The competition will have a tough time beating this
combination of features at this price.

Sonata:-
The country's luxury car market constitutes one per cent of the total passenger car and MUV
market. The section of the population it targets is hence extremely limited. So Hyundai offers
Sonata as a brand by associating the car with royalty and high-class society. It offers all the
features a luxury car can demand and also establishes itself with a killer low price and decent
looks along with large periods of warranty.
Its chief competitors are Ford Mondeo, Toyota Camry, Honda Accord, Skoda Octavia, Benz c
class, Toyota Corolla, Opel Vectra. The variants of Sonata have been placed in the range of
13.59 to 14.69 lakhs. The huge advantage of the pricing strategy Hyundai employed is in terms
of the warranty period and thus the car has been targeted to cut through profits of the other
models in this segment.

Terracan:-
Hyundai’s most powerful SUV, The Terracan projects a strong masculine identity that evokes
Hyundai’s strategic goal to challenge other entrants in the medium-heavy 4WD market with a
vehicle that weds performance with comfort, refinement and fresh styling. Terracan’s on-road
ride comfort, refinement and ease of driving have been honed as major Terracan strengths.
The overall look of the SUV is one of a simple, elegantly straight-edged body, personalized by
several highly styled elements.
The chief competitors for it are Mitsubishi’s Pajero, Honda’s CRV, Grand Vitara, Chevrolet
Forrester, Ford’s Endeavor. Its GL variant costs around 20.5 lakhs. The pricing strategy targets a
premium customer who values style and sports utility as a lifestyle statement. Though an element
of value for money exists, style and aggression drive the flow. The car will be positioned as a
value product targeted at the young, demanding male.

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Tucson:-
We have had many good SUV’s, but all of them have been petrol-driven; a diesel-engine, `right-
size' luxury SUV was not available. This led to the genesis of Tucson. The Tucson boasts of a
sedan-like monocoque construction. It holds features fit for a SUV ride and a better performance
with respect to diesel variants in general. The macho machine comes with a long warranty
period. Hyundai made an effort to provide a lot of premium features without bursting a buyer's
budget. It costs around 15 lakhs but though a value for money proposition has been offered, the
model fails to cater true luxury car features. Hence the pricing seems to be of concern.

Services Offered:-
 Authorized Service centers.
 Emergency Road Service.
The company’s greater focus on the quality of its after-sales service made Hyundai provide these
services, with servicing available at their own authorized centers and other service points.
Hyundai reflects its image of value for money in the service it offers. In order to deliver the
highest value through their products they have set up more than 70 dealer workshops equipped
with latest technology machinery and international quality press, body and paint shops, across
the country.
There are three company-owned outlets called 'Hyundai Motor Plaza' that will serve as model
dealer showrooms and service workshops for the customer. Customer Care Centers which have
specially equipped Santros that can provide emergency service to all our customers anytime,
anywhere have been provided.

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1.3 INTRODUCTION TO THE TOPIC

DISTRIBUTION STRUCTURE FOR HYUNDAI MOTORS:-

Factory/Plant

C&FA C&FA

Dealers Dealers

Dealers Dealers

Dealers Dealers

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SALES STRUCTURE:-

MD

President

Executive Director
(Marketing &
Sales)

GM
(Sales)

Regional Regional Regional Regional

Manager Manager Manager Manager

Sales Sales Sales Sales

Manage Manage Manage Manage
r r r r

Sales Sales Sales Sales

Executives Executives Executives Executives
(dealers) (Dealers) (Dealers) (Dealers)

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Target Market Structure:-

Market Segmentation by Category

Premium and Luxury 0.5%

Executive Segment 1.7%

Mid-size 15.9%

MUVs 2.2%

Size and compact 79.7%

Market Segmentation by Geography

Segment Share(%)

North 43

East 8

West 26

South 23

Market Segmentation by Price of Car

Over Rs 1.0 mn 0.8

Rs 501,000 to Rs 1.0 mn 3.2

Rs 301,000 to Rs 500,000 49

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Under Rs 300,000 47

This table illustrates the geographical and price wise segmentation of the passenger cars market
and the percentage share they account to. Passenger cars are mostly aimed at urban areas, though
a shift to focus on the semi-urban and rural areas is becoming evident. MUV’s stand to cater to
the need of semi-urban areas more precisely owing to the space and performance features
MUV’s offer.
In general, car has always been a status symbol and a convenient & safe transport utility. Thus
the passenger cars are targeted towards income groups which can afford and mindsets which
demand a statement of style. HMIL is targeting customers in the 25-50 age groups. Hyundai has
leveraged on this by providing value for money products with compact, stylish designs.

Customer Profile & Competitors:-

Name Target Customer Profile Competitors

Santro Budget constrained & budget conscious Maruti Zen, Alto, Tata Indica
(B) buyer; parking space conscious; and Fiat Palio.

a small family; middle income groups.

Getz Buyers who needs more Power, an Fiat Palio and Petra, Opel Sail
(B+) affordable price, medium size and & Corsa, Tata Indigo and Ford
trendy look; buyers looking for a good Ikon Flair
value for money proposition.

For those who lead their own life and

create their own benchmarks.

Accent Demands power and performance; is Ford Ikon, Honda Honda City,
(C) conscious about the cost per kilometer. Maruti Esteem, Opel Corsa,
Requires a medium size at reasonable Mitsubishi Lancer
prices with a blend of fuel efficiency,

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power and stylish look.

Elantra High income groups who value Toyota Corolla, Skoda

(D) performance and command a luxurious Octavia, Chevrolet Optra and
style of living. Mitsubishi Lancer.

Sonata High income and elegant class. Ford Mondeo, Toyota Camry,
(E) Demand a status symbol of luxury Honda Accord, Skoda Octavia,
which conveys the stylish living the Benz C class, Toyota Corolla,
owners lead. Opel Vectra

Terracan a premium customer who values style Mitsubishi Pajero, Honda

(SUV) and sports utility as a lifestyle CRV, Grand Vitara, Ford
statement. young, demanding male; Endeavour, Chevrolet
high income group. Forrester

Tucson A merge of luxury, comfort, compact

(SUV) proportions and fuel efficiency of
sedans with the handling, build and feel
of a sport utility vehicle (SUV) targets
at a customer who demands such a
crossover with a good amount of inner
space

Distribution:-
HMIL has 4 regional offices in India, at Delhi, Mumbai, Chennai and Kolkata. HMIL’s fully
integrated state-of-the-art manufacturing plant is located near Chennai which boasts some of the
most advanced production, quality and testing capabilities in the country.

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In continuation of its investment in providing the Indian customer global technology, HMIL has
announced plans for its second plant. Hyundai Motor India Ltd (HMIL) has now planned to
increase its production to 600,000 units per year by 2007 from 400,000 units as planned earlier.
The announcement was made on Feb10,2006 by Hyundai Motor Company’s (HMC) Chairman
Mr. Chung Mong-Koo during his visit to India.
The existing plant capacity is 280,000 units per annum which will be increased to 300,000 units.
The second plant will add another 300,000 units, which is under construction and expected to be
completed by 2007. The plant will be built on a 2.1 million square meter site adjacent to the
existing facility with an investment of $450-$500 million on its new integrated facility. HMIL
plans to expand its dealer network, which will be increased from 157 to 200 in 2006.And
HMIL’s service network will be expanded to over 1,000 in 2006.

The details of the locations of the - Regional offices

 Dealers.
 Authorized Service Centers.
 HSCP (Hyundai Service Center point) are in the exhibits.

COMPETITION ANALYSIS :-

Comparison on the market share, export-prospects of Indian Automobile Sector:-

Passe From April- From April- Total Market The Net Total number

ngers Vehicles (PVS) November 05- November 06- Share (in %) Change of exports in
06 07 between the April 06-07
period

(in %)

Maruti Udyog 2,69360 2,91,182 52.2 8.1 23,043

Hyundai Motors 89,075 1,07, 066 19.2 20.2 68,374

India Ltd.

Tata Motors 95,402 24,348 16.6 -2.7 12,105

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Honda Siel Cars 23,186 24,348 4.4 5.1 31

India Ltd.

Ford India Pvt. Ltd 15,026 10,512 1.9 -30% 9,928

Maruti udyog:-
From its inception Maruti has been in only in one line of business, car manufacturing. The
company manufactures passenger cars at its factory in Gurgaon, Haryana. Maruti enjoyed a
dream run in the pre liberalization era enjoying a market share of over 80%. But with increased
competition in the car market its market share has currently dropped below 60%. Its first
product, Maruti 800 was launched in 1983. The car was launched as a "people’s car" with a price
tag of Rs40, 000. This changed the industry's profile dramatically. Maruti 800 was well accepted
by middle income families in the country and its sales increased from 1,200 units in FY84 to
more than 200,000 units in FY99. However in FY2000, this figure came down to 189,184 units,
due to rising competition from Hyundai's 'Santro', Telco's Indica and Daewoo's 'Matiz'. In 1985,
the all-terrain vehicle Gypsy was launched. The Maruti 1000 was launched in 1990 and the Zen
in 1993. To counter increasing competition the company has launched a series of new models
and plans to launch one new model every year. The present models include the 800cc small car,
Omni, Esteem, Zen, Alto, Wagon –R, Gypsy, Baleno and Versa.

Honda:-
Honda Siel Cars India Ltd., (HSCI) was incorporated in December 1995 as a joint venture
between Honda Motor Co. Ltd., Japan and Siel Limited to manufacture HONDA passenger cars
in India. The company is ISO 9002 & ISO 14001 certified. The plant was set up in 1997 with an
investment of Rs. 450 crores (paid up capital Rs. 360 crore) and in 2005 the investment stood at
Rs. 800 crores. Their product range in India includes the Honda City ZX, Accord and CR-V.
City ZX is today recognized as one of the most successful car brands in the country. It is strongly
associated with durability, reliability, quality and fuel-efficiency. City ZX, the latest version of
the City, including the VTEC version, was introduced on October 5, offering enhanced power
and style.

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In addition to the City ZX, Accord and CR-V models made them a premium segment leader in
the Indian passenger car industry.
Honda is operating only in segment D cars i.e. the premium segment.

Tata Motors:-
Tata Motors Limited is India's largest automobile company, with revenues of Rs. 24,000 crores
(USD 5.5 billion) in 2005-06. It is the leader by far in commercial vehicles in each segment, and
the second largest in the passenger vehicles market with winning products in the compact,
midsize car and utility vehicle segments. The company is the world's fifth largest medium and
heavy commercial vehicle manufacturer. Training to the employees is provided by the vendors
only. Showrooms on their part are providing incentives to the car sales executive for promoting
accessory. They also deal in only genuine accessory approved by Tata. They provide door-step
facility to the customer when it is required.
Toyota:-
Toyota Genuine Accessories are manufactured to the exact specifications of each individual
Toyota model. This means they fit precisely and conform to every contour of the vehicle. Toyota
Genuine Accessories are designed, tested and manufactured to strict Toyota global standards.
This quality and reliability is supported with up to a 3 year, 100,000km warranty.

LATEST EVENTS DONE BY HMIL

 Hyundai Motor to Roll out CNG Santro

Hyundai Motor India (HMIL) plans to introduce a factory-fitted CNG kit version of its popular
passenger car Santro with the option of petrol as a second fuel.
Hyundai will roll out the CNG version of the Santro from it's existing plant in Chennai by the
end of 2007 or early 2008.

 Hyundai Motor Co to make 300,000 hybrid cars a year

Carmaker Hyundai Motor Co plans to make 300,000 gasoline-electric or diesel-electric powered
vehicles by 2015 as demand for more fuel-efficient cars is rising.

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 Hyundai sales up 14.1 per cent in Sept

Hyundai Motor India achieved a growth of 14.1 per cent in the domestic market in September
2006, selling 16,415 vehicles during the month. Hyundai's cumulative sales during the month
were 26,492 units a growth of 11.5 per cent, over September '05.
Overseas sales in September stood at 10,077 units, a growth of 7.5 per cent over the same month
in the previous year. Hyundai Verna, launched in the last week of September 2006, has sold
2,043 units in the first five days. The segment-wise cumulative sales in September 2006 are: A2
segment: 22,409 units, A3 segment: 3,887 units, A4 segment: 147 units, A5 segment: 22 units,
SUV segment: 27 units.

 Hyundai Motor betters its brand value

Hyundai Motor Company has reported a 17-per cent appreciation in its brand value, emerging
75th in the latest survey of world's leading brands, jointly conducted by branding consultancy
firm Interbrand and the Business Week magazine.
The Korean automaker Hyundai Motor raked 84th in its debut appearance on the Best Global
Brands list last year.
The 17-per cent appreciation in brand value of Hyundai makes it the fastest growing automotive
brand and places it among the top five biggest gainers in brand value. Hyundai, with an
estimated brand value of $4.1 billion, has also way ahead of its competitors. Hyundai has been
making continuous improvements in the quality of its vehicles, which in turn has fueled a steady
increase in sales and customer confidence in the brand. In fact, Hyundai's sales have been built
on a balanced management of its brand value and marketing. The group sold 3.7 million vehicles
in 2005 and ranked the sixth largest automotive manufacturer in the world. Hyundai includes
over two dozen auto-related subsidiaries and affiliates. Hyundai Motor, which employs over
68,000 people worldwide, posted $27.38 billion sales in 2005. Its vehicles are sold in 193
countries through some 5,000 dealerships and showrooms.

 Hyundai ramping up its dealership network

With Hyundai Motor India Ltd. expecting its second plant expected to go into operation soon;
the company is now looking to speedily ramp up its dealer network to push sales for the
increased production. HMIL reportedly had 167 dealers in January 2007, and plans to expand its
network to 250 by December.

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New dealerships are likely to follow the proven format, with sales, services and spares facilities
housed together.
The company has been witnessing rather flat sales over the past few months, though it has a
healthy stable of cars, which include the Getz, the Santro, and the Verna. The lacklustre sales are
reportedly attributed by the company to production capacity constraints, as a result of which
domestic sales suffered, and even export orders saw some backlogs.

 Hyundai October sales up 71 percent

Hyundai Motor India Ltd (HMIL) announced yesterday that the company's sales grew by 71 per
cent at 22,704 units. The company sold 19,007 units in the compact car segment, 3,503 units in
mid-size car category, 152 units in the premium mid-size car segment and 23 units in the luxury
car segment, a company statement said. HMIL, Indian arm of the Korean automaker, sold 19
units of sports utility vehicle 'Terracan'.

 Hyundai targets export earnings of Rs.2,700 crore for the fiscal

Hyundai Motor India Ltd expects to export 95,000 cars in the year against 70,000 last years,
according to company officials. With about Rs1, 325 crore in export earnings in the first six
months of this year, the company is confident of ending the year with an export income of Rs2,
700 crore, up from Rs1, 700 crore last year. Of the 1,35,165 cars exported from India in 2004,
Hyundai Motor India accounted for 85,000, he said and added that a majority of the company's
exports were going to "the most discerning markets" of Europe and Latin America, including the
Nafta (North American Free Trade Agreement) area of Mexico. This was the best possible
comment on the manufacturing standards of the company and its vendors, he asserted.

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2. LITERATURE REVIEW

2.1 INTRODUCTION:-
The past researches studies have represent a review of literature in this chapter. Though
Commodious literature is available in these research areas, so we studies only an important
which is relating in this research are reviewed here. In This particular stage researcher assess old
as well as concept and thought, idea, theories by relating to researcher that are decidedly
interrelated. The part of chapter endow with a critical significant analysis from views and
imminent of a variety of researchers in the theme area. The divisions establish by intensification
the essentials of the study, organism on consumer behaviour. The factors should supposed to
effect consumer predilection for finest of premium four wheelers are then thrash out. Further,
more the literature could be scrutinized how the car industry in Indian market segmented. The
chapter that evaluate possessions to consumer buying way with regard to the estimate of
comprehensive worldwide brands and domestic local brands through Indian consumers.

2.2 REVIEW OF LITERATURE

The review of literature helps to understanding to various aspect of the problem under study.
Since the topic has been taken for research is factors influencing consumer satisfaction to
consumer preference towards four wheelers, information procure from the previous studies
concerning about preferences of brand, awareness about the brand in car market, brand choice,
advertising impact, some buying habit.

Nikhil Monga, Dr.bhuvnender Chaudhary:- This study stated that,The automobile sector has
back bone of Indian economy. Every automobile sector especially in four wheelers market
should be getting perpetual succession. In India even in that the Mumbai areas here, due to
increasing competition are to fast, for showing status consumer are buying the luxury car. Due to
high income they can affordable easily. The whole process has depended upon consumer
satisfaction. The consumer satisfaction & their perception is core part without this four wheelers
industry or any business cannot survive in the market. It is important to take care of satisfaction
level of consumer for the point of view of sellers, as well as suppliers, even though services
provider. Increasing competition day by day in business market every company are wants to
come first level and top. For this each and every company has capture the consumer, they should
maintain the relation and connect to consumer to providing better services.

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E. Thangasamy & Dr. Gautam Patikar:- In this study, it is clearly expressed In the business
market specially in four wheelers the business man has launch or introduce any product or car,
before the introducing the product they always think from customer point of view. Whatever the
product businessman create or launch they analysis the customer satisfaction and other site
customer also identify the quality, price fairness, brand and reputation in the market. The higher
level of perception value leads to higher level of customer satisfaction. For this reason the
marketer do continuously research studies about the consumer behavior, to position their product
planning & development strategies to meet requirements efficiently. There are innumerous
factors inducing their buying behavior of consumer even brand preferences of durable Identify as
reputation is the perception of quality associating with the brand name. The brand reputation is
more essential element of the business.

Yasodha Damodaran & Dr. Kumudha :- In his study the entitled work base on consumer and
automobile that is As we all know Indian automobile sector is rapidly increasing in current
scenario. Lots of company has been try to enter in the market , on that basis every company try
to beat each other in automobile market. at last all companies are try to capture for consumer,
specially some company try to capture high income group level, but some other try to located or
locating middle or lower income group level. The industry has set up unique strategies to
competing the competitor. For making a product like four wheelers in the business market is not
easy task. The company has decided price, product, quality, advertising, color & they also
analysis the consumer perception whether they like or dislike.

D.Arthi & K. Malar Mathi:- In their study stated that, about consumer preferences here; we
review, in Indian all city has growing faster even capable of moving at high speed. In various
sectors its growing such as textile, real estate, automobile are also develop. The previous year as
we analysis to four wheelers are market grown up from strength to strength. Further ahead
antagonism is heating up in the area with host of new participant approaching like Porsche,
BMW, Mitsubishi, and so on they all set venture business enterprises in Indian market. In
Mumbai the vehicle industry have obtain incredible market prospective. The increasing residents
and changing in their prototype of existence life style, in attendance should be a rapid increasing
in demand of four wheelers. There are various reason for the growth of four wheelers market in
Mumbai region. Such as level of income are increasing, car finance option available from

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financial institution at reasonable rate of interest availability of services center and spare part etc.
for selling more and more car, four wheelers sector has giving new scheme discount, offers to the
customer with that customer are satisfy and buy four wheelers, specially in festive season the
four wheelers companies has giving creative as well as attractive offers. With enhance to
understating of purchaser perception, corporation can resolve the action requiring to congregate
customer needs.

Minwir Al-Shammari and Ahmad Samer Kanina:- Both the researcher clearly mention in
their study, quality services in automobile company. In today’s world there is high competition
going on every where due to this all industries has been maintain better quality product in the
market. Specially if we talking about the automobile industry they have to build the quality of
product even services are also providing best in the business market. The better services and
good quality product help to maintain or build up customer relationship and consumer
satisfaction. Due to hefty competition the dealer of automobile industry has to be providing best
services to the customer. Now a day normal discussion happen about quality services then
Maruti Suzuki, Toyota, Hyundai, Honda, Chevrolet this kind of four wheelers name come in
front of the customer. Finally conclusion is that, in business market if company or business man
want to satisfy the customer or fulfill his requirement then he have to sale the better quality and
give to him best services so the company can come in top level.

Rakesh Kumar:- In his study stated that, case study about behavior of consumer in four
wheelers industry here the consumer has core part of market area. marketer have to identifying
needs and wants to the consumer after the scrutinize market then company has launch the
product. The consumer behavior are change time to time, in other site before the buying any
product the consumer also identify or analysis the all market area. He always compare between
two product brand, price, quality and much more after the comparison over then he should take
strong decision and buy a brand or particulars product. In whole process marketer are doing
innovative promotional activity so consumer are easily attract of particular product.

Ratna Binodini, Amiya Priyadarsini Das:- In her study stated that, The day by day Indian
economy are rapidly growing, due to all industry are changing their pattern. They increasing the
level of profit, even they given high salary to their employee. Due to this good change & smooth
change the GDP has goes up. This research paper has indicates overall view about automotive

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sector, as people are aware this sector become a booming sector for all over the country not even
Odessa but also in Mumbai, and out of Maharashtra. In Mumbai areas it get hike for two
wheelers as well as four wheelers sector, since three year it get to much hike people are try to
purchase car for showing their status and for different kind of use. The business man, and
industry are doing something creatively with that consumer can be entice without difficulty.

Dr. H.S Adithya:- In his study entitled to the, perception can be described as how we see the
world around us. Two individual may be subject to the similar stimuli below the identical
apparent situation, but how each an every person recognizes them decide on them, organizes
them, & interprets them is a exceedingly personage process based on every one person’s own
needs, values & expectation. The influence that each of these variables has on the perpetual
process, and its relevance to marketing, will be explored in some details. However we will
examine consumer behavior are changing day by day. The discernment is defined as the
progression by which an individual entity selects organization & coherent picture of the world. A
stimulus is any unit of inputs to any of senses, example of stimuli i.e. sensory input include
products, packages, brand name, advertisement. The marketer has doing and able to understand
consumer wants & how to satisfy them. Every company has selling best product in the market try
to satisfy & fulfillment the customer needs. When the marketer has sales their product at right
time & right place that time they will able to satisfy customer easily. The consumer behavior also
including a scrutiny to analysis of factors that influencing buy decision & goods, product use.
The decisions of consumer are not same every time, he can take or change their decision. Hence
the marketer are study personal variable like age, income, education, occupation etc.

Prof. Elizabeth Chacko, Ms. Punnya Selvaraj:- In her study stated that, The day by day
competitors growing up to faster every company or industry has been show the efficiency in
business market for coming at first. In India there are lots of company are running their business
with good Mainer & very dedication. All company whether it is textile, retailer, real estate, and
automobile are try to introducing new product for every day as well as every month or year in
front of customer. So the customer has want new or innovative product. Consumer expectation
are increasing from company side, if we talking about automobile company as per current
scenario they are capture the market at fast. The four wheelers really going to faster, people can
buy the four wheelers for personal use, some people can buy the four wheelers business use &

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some other. The use of four wheelers are not just single person but also all family member for
different- different use. When the consumer is buy any product, the buying behavior of consumer
are not same ,it is changing for their preferences, quality of the product even they check out
whether product has perpetually success in the market or not some product are running in the
market for long time or some product or company are not surviving in the market because they
are not making product which is consumer are easy suitable or like.

Prof.Madhavi Dhole:- In her study the clearly mention that, the share movement of automobile
industry. The share price are come then all people mind set in stock market, well known
company’s share has been listed in stock market. In this research paper the researcher are taken
four automobile industries and analysis their share price. Hence The upward enlargement of
growth Indian middle class with escalating increase or make bigger to purchasing power beside
with strong development of the economy over a past few years have paying attention the major
auto manufacturer to Indian market. There number of investor are investing the particulars four
wheelers so it get hike share price of the company, For example Maruti and Mahindra &
Mahindra share has going up in today’s scenario. Even the analyzing the financial performance
we can measure the company’s goodwill reputation in the market.

Dr. D.P. Warne and Kavita Rani:- In their research study stated that, behavior of customer
towards small car. When we interact with other people about small car the first in our mind came
Chevrolet, ford, Tata, Hyundai. This kind of car company always try to capture to small family
and small income group in that company has give the best facility to the customer. Quality, after
sale services, good price, mileage, smooth ride and so on for example Hyundai i10, i20, ford
figo, beat. Even small car market also attract to higher level employee like M.D etc. some time
there is no issue of parking place for this reason people are buy small car.

Ch.Venkatadri Naidu, P.Madar Valli:- In their study stated that, about improvement of four
wheelers services. In business market specially in services sector, if you provide services to
someone then it has to be best. In this services all type of difficulties, problem are came but
services provider are improve the services maintain properly. Researchers are involving four
wheelers services, as a competition are increasing day to day every company are giving best
services. To getting more customer attention, industry are always favor to the customer. They are
giving every time special services some time occasionally. For example some four wheelers

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services center are now open in Sunday. Recently Volkswagen decline the market share due to
low services and poor quality, to maintain the standard they have to improve the services in
market.

K.P Najeemudeen and Dr. N. Panchanatham:- In their research entitled to study about,
automobile sector yesterday, today and tomorrow. The two decade back developing country like
India are not that much sound about technological. Due to poor technology, lack of resources &
less research and development activity for that reason industry are not growing as well as
develop that much. But after 1991 when Indian government has declared LPG i.e. liberalization,
privatization & globalization for this time all foreign company those who having technological
strong they are enter in Indian market. It is help to increasing the rapid growth for all sector in
India as specially for Automobile industry has rapidly changing & growing, due to Hugh
available resources its get growing day by day large number of industry establish, this help to
large number of people to get good employment opportunities. The automobile company has set
up the venture with Indian government specially like, BMW, Mercedes Renault, this kind of top
listed company has coming in Indian Market & capture vast areas and growing rapidly. They try
to increasing to much profit in most important they all try to satisfy the customer to launching
innovative as well as spacious four wheelers in the market. To attracting the consumer &
satisfying them it help to benefits for automobile industry to increasing sales in the market.
Along with the four wheelers market it growing two wheelers even three wheelers market in
Indian country. The automobile industry has not just developed or grownups in urban areas the
industry are also try to set up their plant in rural areas with low interest.

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3.1 RESEARCH METHODOLOGY

“Research is an organized inquiry designed and carried out to provide information for solving
problems.”-Fred Kerlinger.
“Research is careful inquiry or examination to discover new information or relationships and to
existing knowledge.”-Francis Rammel.
The purpose of methodology is to describe the process involved in research work. This includes
the overall research design, data collection method, the field survey and the analysis of data

3.2 SIGNIFICANCE OF THE STUDY

 For any business venture, marketing and sales go hand in hand. Opportunities come and go
but business comes from the ones, which are handled properly in terms of leads.
 Leads for any new opportunity are very important for it to turn out a profitable venture.
 Marketing and sales work hand in hand for leads.
 Promotion plays a very important role in both the departments. Promotion helps us to market
a product properly and also helps in increasing the sale of the product as compared to
competitors.

3.3 OBJECTIVE OF THE STUDY

MAIN OBJECTIVE
A market analysis of the HYUNDAI car with respect to its competitors like MARUTI SUZUKI,
TATA etc.

SUB-OBJECTIVE
 The main objective is to find out marketing strategy of “HMIL” where we found different
attribute of marketing strategies such as, road demonstration, brand loyalty, market
segmentation, brand upgardation of different products of company which increase the market
share of the company in particular field
 To identify the critical factors, considered by the prospective customers while purchasing the
Hyundai car.
 To identify the perception of the existing users of the Hyundai motors.
 To find the market share (distribution) of the Hyundai motors.
.

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3.4 SCOPE OF THE STUDY

 The study is conducted for developing the mutual relationship with all private and
nationalized banks.
 The study covers the customer’s perceptions and their most used product.
 The study covers the customer’s perception for auto finance.
 The study covers the bankers perception, which automotive company they are sanctioning
more.
 The study was conducted to approach the customer those who are approaching for car loan.

3.5 RESEARCH DESIGN

Research designs are concerned with turning the research question into a testing project. The best
design depends on your research questions. Every design has its positive and negative sides. The
research design has been considered as a "blueprint" for research, dealing with at least four
problems: what questions to study, what data are relevant, what data to collect, and how to
analyze the results.
We have used following research design in making our project:-
EXPLORATORY RESEARCH DESIGN:-
It seeks to discover new relationships between several facts..It discovers ideas and insight. The
major purpose of the exploratory research design is to do the clear identification of the problems.
Bigger problems are broken in smaller segments. Exploratory study is the initial stage of
marketing research as it is in a developing stage. Exploratory research helps in understanding
explanations of various problems of marketing mix. The exploratory study may be used to clarify
concepts and causes of problems It is also useful to test the applicability of new policies. It is
dynamic and changes with new ideas and concepts.

CONCLUSIVE RESEARCH DESIGN:-

It is of two types:-
 Descriptive research
 Experimental design
It helps the marketing executive to arrive at a suitable decision from the various alternative
decisions. The various alternative conclusions and selecting the most suitable conclusion may be
done by it’s one of the forms, Descriptive research design. In this research design, only a partial

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situation is clarified but in case of experimental research design a alternative is selected.

Therefore, the experimental research design is considered an important conclusive research
design.

3.6 COLLECTION OF DATA

Market research requires two types of data i.e. secondary data and primary data. Primary data has
been used abundantly for the study. Well-structured questionnaires were prepared & the survey
was undertaken. Feedback for the display has been taken by asking questions & observation has
also done to gather primary information.
There is also a use of secondary data, collected from the various journals, books, and websites &
from company manage.
The selection of respondents were accordingly to be in a right place at a right time and so that the
sampling were quite easy to measure, evaluate and co-operative. It was a randomly are a
sampling method that attempts to obtain the sample of convenient.

3.7 SOURCES OF DATA COLLECTION:-

 Primary source
 Secondary source
PRIMARY SOURCES:-
The data required for the study is based on:
 Personal interviews based on pre-decided format of structured undisguised questionnaire.
 Personal interview with the Company representatives regarding the various data.
 Personal interview with the Competitors Company’s representatives regarding the various
data.

SECONDARY SOURCES:-
The secondary data consists of information collected from:
 Websites
 Published data on AUTOEXPO
 Personal Interviews
 Pamphlets

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3.8 TOOLS OF DATA ANALYSIS:-

 Use of scales and graphs for analysis.
Statistical tᴏᴏl
 Survey analysis is used in gathering and classifying information. Spreadsheet program excel,
couple with some basic statistical techniques, has been used tᴏ analyze drawn from surveys.
Questionnaire design formulation:-
We asked questions to different Hyundai customers and potential buyers as well. We just wanted
to gather information about what they feel to be a Hyundai car owner and how much satisfied are
they with their cars performance and after sales services.
We asked both open and close ended questions to the customers. We asked question from
different segment car owners. Our sampling size was about 100 peoples which include present
owners of Hyundai car and potential buyer.
 Survey Area: -We collected all information from various Hyundai showrooms and service
centers (DELHI ONLY)
 Area of research: Delhi
 Research approach: Survey method
 Research sample: Since it is not possible to study whole universe; so it becomes necessary
to take sample from the universe to know about its characteristics.
 Sample units: Customers of Hyundai motors.
 Sampling Method: Random Convenience sampling.
 Sample size: The sample size -100 respondents.
 Measuring Tool: Questionnaire

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3.9 LIMITATIONS OF THE STUDY:

The time period of the survey being only two months it was not possible to conduct a highly in
depth and in detailed study.
Different people have a difficult thought process and different attitudes. As the result of their
manner of answering the questions of the study differs the answer received sometimes good
while sometimes they were negative.
A CENSUS SURVEY IS NOT POSSIBLE DUE TO TIME PERIOD SO I HAVE SELECTED
SAMPLE SURVEY.
 Continuous and reliable information was not available.
 Some of the information was confidential so much information was not revealed
 The time span of the survey was short and hence only major aspects were considered
 Information provided by the respondent in terms of their fuel usage and their expense could
not be very accurate.
 Availability of the respondents amidst their busy schedule did not permit detailed study.

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4.1 SWOT ANALYSIS OF HYUNDAI MOTOR COMPANY

A scan of the internal and external environment is an important part of the strategic planning
process. Environmental factors internal to the firm usually can be classified as strengths (S) or
weaknesses (W), and those external to the firm can be classified as opportunities (O) or threats
(T). Such an analysis of the strategic environment is referred to as a SWOT analysis.

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The SWOT analysis provides information that is helpful in matching the firm’s resources and
capabilities to the competitive environment in which it operates. AS such, it is instrumental in
strategy formulation and selection. The following diagram shows how a SWOT analysis fits into
an environmental scan:

SWOT Analysis Framework

ENVIRONMENTAL SCAN

Internal analysis External analysis

Strengths weaknesses Opportunities Threats

!
SWOT Matrix

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STRENGTHS:-

A firm’s strengths are its resources and capabilities that can be used as a basis for developing a
competitive advantage Examples of such strengths of HYUNDAI:

 Hyundai have a good reputation among customers.

 Well established co. since 1993.
 Trusted brand in INDIA.
 Strong distribution network all over India.
 It has the maximum number of service station all over.
 Exclusive access to high grade natural resources.

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WEAKNESSES:-

The absence of certain strengths may be viewed as a weakness. For example, each of the
following may be considered weaknesses:-

 Lack of patent protection.

 The company has low brand recognition in A segment and passenger car.
 High cost structure.
 Lack of access to the best natural resources.
 Lack of access to provide the services for dealing of second hand cars.

In some case, a weakness maybe the flip side of a strength . Take the case in which a firm has a
large amount of manufacturing capacity. While this capacity may be considered a strength that
25 competitors do not share, it also may be a considered a weakness if the large investment in
manufacturing capacity prevents the firm from reacting quickly to changes in the strategic
environment.

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Opportunities:-

The external environmental analysis may reveal certain new opportunities for profit and growth.
Some examples of such Opportunities include:-

 An unfulfilled customer need.

 Arrival of new technologies.
 Loosening of regulations.
 Removal of international trade barriers.

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Threats:-

Changes in the external environmental also may present threats to the firm.
Some examples of such threats include:-
 Shifts in consumer tastes away from the firms products.
 Emergence of substitute products.
 New regulations.
 Increased trade barriers.

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The SWOT Matrix:-

A firm should not necessarily pursue the more lucrative opportunities. Rather, it may have a
better chance at developing a competitive advantage by identifying a fit between the firm’s
strengths and upcoming opportunities. In some cases , the firm can overcome a weakness in
order to prepare itself to pursue a compelling opportunity.

To develop strategies that take into account the SWOT profile, a matrix of these factors can be
constructed. The SWOT matrix (also known as a TOWS Matrix) is shown below:-

SWOT / TOWS Matrix

Strengths Weaknesses

Opportunities S-O strategies W-O strategies

Threats S-T strategies W-T strategies

 S-O strategies pursue opportunities that are a good fit to the company s strengths.
 W-O strategies overcome weaknesses to pursue opportunities.
 S-T strategies identify ways that the firm can use its strengths to reduce its vulnerability to
external threats.
 W-T strategies establish a defensive plan to prevent the firm’s weaknesses from making it
highly susceptible to external threats.

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4.2 DATA ANALYSIS AND INTERPRETATION

4.2.1 Which car do you own?

TABLE: 4.2.1
Category Percentage
1st Qtr (Maruti zen) 30
2nd Qtr (Santro zing) 40
3rd Qtr (Tata indica) 20
4th Qtr (Fiat palio) 10
Total 100

45

40

35

30
Maruti zen
25
Santro zing
20 Tata indica
15 Fiat palio

10

0
1st Qtr 2nd Qtr 3rd Qtr 4th Qtr

FIGURE: 4.2.1

INTERPRETATION:-
This first question was in the questionnaire to know, which person is having which car? With the
help of this question we can know about the distribution of B segment car in Dwarka region. In
the answer of this question 30 percent of people said Maruti Zen, 40 percent of people said for
Santro Zing. 10 percent of people said Fiat palio.20 percent of people said Indica. In this
question we see that Santro and Zen are highly distributed in the Dwarka region.

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4.2.2 Why did you buy this car?

TABLE: 4.2.2
Category Percentage
Reduce the risk of accident 12
Increase in the income 7
To get comfort 17
Change in life style and personality 17
Family need 39
To cover distance in less time 8
Total 100

40

35

30
Reduce the risk of accident
25 Increase in the income

20 To get comfort
Change in life style and personality
15
Family need
10 To cover distance in less time

0
1st Qtr 2nd Qtr 3rd Qtr 4th Qtr 5th Qtr 6th Qtr

FIGURE: 4.2.2

INTERPRETATION:-
This question was there in the questionnaire to check why did person buy the car? What was the
need to buy the car? In the response 29 percent of people said because of “family need”. They
bought the car because of the need of the family. Then after 17 percent of people said, “to get
comfort” and “increase in the income”. So, it can be concluded that most of the people bought
the car because of need of family and get comfort.

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4.2.3 Why did you purchase this car?

TABLE: 4.4.3
Category Percentage
1st Qtr 33
2nd Qtr 7
3rd Qtr 18
4th Qtr 12
5th Qtr 20
6th Qtr 10
Total 100

35

30

25 Advance technology
After sale service
20
Company name
15 Number of service station
Value of money
10
Easy availability of spare parts
5

0
1st Qtr 2nd Qtr 3rd Qtr 4th Qtr 5th Qtr 6th Qtr

FIGURE: 4.2.3

INTERPRETATION:-
I analysis this question on each and every car, which was opted by the respondents. Taking
Hyundai Santro Xing first, 33 percent of people said they bought Santro Xing, because of
advance quality. 20 percent of people choose Santro because of value for money. So, it can be
concluded that Santro is providing value for money to the customer and it is having advance
technology.

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4.2.4 Source of finance of your existing car is?

TABLE: 4.2.4
Category Percentage
Own resource 40
Bank loan 30
Company loan 25
Financial institute 5
Total 100

Source of finance

5%

25%
40% Own resources
Bank loan
Company loan
Financial institute

30%

FIGURE: 4.2.4

INTERPRETATION:-
In this question I asked about their source of finance. In replied 40% person said own resources,
30 % said bank loan, and 25 % said company loan and remaining for i.e., 5% for institutional
loan. So it can be concluded that bank loan among people is most preferred after own recourses.

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4.2.5 From where you gathered information about the car?

TABLE: 4.2.5
Category Percentage
1st Qtr 20
2nd Qtr 45
3rd Qtr 25
4th Qtr 10
Total 100

50

45

40

35

30
News paper and TV ads

25 Words of mouth
Dealers
20
Promotional campaign
15

10

0
1st Qtr 2nd Qtr 3rd Qtr 4th Qtr

FIGURE: 4.2.5

INTERPRETATION:-
Every person collects some information before buying a car about its features, company and
other things. So this question was aimed to know about their information gathering. 45 percent of
people said they gathered information from words of mouth. While 25 percent of people said
they collect information from Dealer itself.

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4.2.6 Quality assurance?

TABLE: 4.2.6
Category Percentage
Excellent 31
Very good 28
Good 21
Average 15
Poor 5
Total 100

Quality assurance

5%

15%
31%
Excellent
Very good
Good
Average
21%
Poor

28%

FIGURE: 4.2.6

INTERPRETATION:-
Customers analysis report tells that about 50% says that HYUNDAI driving is good because of
machinery used in the car components. but reaming people says that they don’t find comfortable
with HYUNDAI while driving.

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4.2.7 How many people like this car for their mileage?

TABLE: 4.2.7
Category Percentage
Excellent 27
Very Good 24
Good 19
Average 16
Poor 14
Total 100

Mileage

14%

28%
Excellent

16% Very good

Good
Average
Poor

19% 24%

FIGURE: 4.2.7

INTERPRETATION:-

The analysis show that most of the people like Hyundai car because of their mileage.This is
mainly because they run very much fuel saving not in highways but also in cities, which how its
better machinery used in car.

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4.2.8 What more do you expect from your dealer?

(A) Information about new cars

(B) Information about service and mileage

(C) Assistance regarding loans and insurance

(D) Understanding customer needs

TABLE: 4.2.8
Expectation of customers Percentage
Information about new cars 68
Information about service and mileage 8
Assistance regarding loans and insurance 20
Understanding customer need 4
Total 100

Percentage of customers
4%

Information about new cars

20%
Information about service and
mileage
8% Assistance regarding loans and
insurance
68%
Understanding customer need

FIGURE: 4.2.8

INTERPRETATION:-
Most of the customers are expecting the information about service and mileage regarding the
cars from the dealer. From the above analysis we come to know about the customer’s
expectations and their post purchase service demands from the dealer.

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4.2.9 What’s your opinion on the price list of Hyundai cars?

(A) Affordable by common man.
(B) Affordable only by rich man.
(C) Can’t say.

TABLE: 4.2.9
Customer opinion on price list of Hyundai Percentage
car
Affordable by common man 30
Affordable by only rich man 60
Can’t say 10
Total 100

Percentage of customers

10%
30%

Affordable by common man

Affordable by only rich man

60% Can't say

FIGURE: 4.2.9

INTERPRETATION:-
More than 80% of customers think that Hyundai cars are affordable only by rich men. These cars
are too expensive for an economic/common man of the society.

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4.2.10 Hyundai Streeting?

TABLE: 4.2.10
Category Percentage
Excellent 31
Very good 24
Good 21
Average 14
Poor 10
Total 100

Hyundai streeting

14%
31%

Excellent
21% Very goofdd
Good
Average
Poor
24%

FIGURE: 4.2.10

INTERPRETATION:-

After driving HYUNDAI most of 50% customers find that HYUNDAI steering is very much
comfortable while driving easy to move at 360 angle with power futures in that. Again it proves
HYUNDAI as the right choice among the customers in the country.

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4.2.11 Hyundai among family people?

TABLE: 4.2.11
Category Percentage

Yes 70

No 30

Total 100

Among family people

30%

Yes

70% No

FIGURE: 4.2.11

INTERPRETATION:-

The HYUNDAI is very much popular car among the Indian families, because of its features,
looks, price range, product quality and after sales service which proves there brand loyalty
among the potential customers.

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4.2.12 Marketing strategy of Hyundai motor?

TABLE: 4.2.12

Category Percentage

Excellent 27

Very good 22

Good 20

Average 17

Poor 14

Total 100

Strategy of hyundai motor

14%
27%
Excellent
17%
Very Good
Good
22% Average
20%
Poor

FIGURE: 4.2.12

INTERPRETATION:-
The marketing strategy of HMIL upgrade the brand loyalty of Santro in b segment where the
process of strategy consist of market share, brand promotion among the people through road
demonstration, auto –expos and showroom.

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4.2.13 Dealer attending properly?

TABLE: 4.2.13
Category Percentage
Excellent 29
Very good 24
Good 21
Average 16
Poor 10
Total 100

Dealer attending

10%

29%
16% Excellent
Very good
Good
Avedrage
Poor
21%
24%

FIGURE: 4.2.13

INTERPRETATION:-

It is said by the customers that more than 50% of dealers are attaining customers properly and
remaining of them have mixed thought for dealers attending them. many of the customers are
happy with dealers attending to them.

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4.2.14 Dealer price?

TABLE: 4.2.14
Category Percentage

Yes 62

No 38

Total 100

Price range

38%

Yes
62%
No

FIGURE: 4.2.14

INTERPRETATION:-

While purchasing most of the people think that yes their cars match with their personality while
other who didn’t agreed ,majority were because of price range.

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4.2.15 Color choice?

TABLE: 4.2.15
Category Percentage
White 26
Silver 31
Red wine 12
Black 21
Beige 10
Total 100

Color range

10%

26%

White
21%
Silver
Red wine
Black
Beige

12%
31%

FIGURE: 4.2.15

INTERPRETATION:-
Mainly people make choice for colors which suits their personality.

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4.2.16 Hyundai personality car?

TABLE: 4.2.16
Category Percentage

Yes 70

No 30

Total 100

Personality car

30%

Yes
No

70%

FIGURE: 4.2.16

INTERPRETATION:-
While buying HYUNDAI car more than 50% of people think that it suits to their personality
which upgrade their social symbol in the society especially in women.

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4.2.17 Income group of people who buy Hyundai?

TABLE: 4.2.17
Category Percentage

1st Qtr 47

2nd Qtr 30

3rd Qtr 23

Total 100

50

45

40

35

30
25000-30000
25
30000-35000

20 35000-40000

15

10

0
1st Qtr 2nd Qtr 3rd Qtr

FIGURE: 4.2.17

INTERPRETATION:-

The above chart shows that more than 50% of income group of 25,000-30,000 prefer HYUNDAI
car to be there first car in the family. Which proves their brand loyalty and product
differentiation from the other cars.

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5. FINDINGS, SUGGESTIONS, AND CONCLUSIONS

5.1 FINDING:-
Based on the data gathering by administrating schedules to customers the following observations
are made:

 The maximum numbers of people are very satisfied with the overall performance of Hyundai
cars.
 Most of the people are satisfied about the price of Hyundai cars as compared to its facilities.
 Most the customers have opinion that the looks of Hyundai cars leads to their satisfaction.
 Customers are satisfied about their fuel efficiency.
 Most of the people are satisfied about the features of Hyundai cars as compared to the
features of the other cars.
 Customers are not much concerned with the maintenance cost.
 Customers are of the neutral opinion regarding the design.
 Maximum numbers of the customers want to recommend the Hyundai cars to others.
 Most of the customers are of opinion that Hyundai should increase its service centers in rural
and urban areas.
 Most of the people think the Tata car is best by making it more futuristic and sporty.

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5.2 SUGGESTIONS:-
In order to provide the entire short in the armory of their employees the company should
implement these policies at level:

 The firms will have to set up small experimental shops where an organization can house its
best talent to pursue experiment innovate Develop cutting edge products, dream up new and
better ways of Running a business in order to develop positive value addition to the
Organization.
 The company should arrange for inter corporate programmers so that the best practice of
concepts would be interchanged.
 The company should arrange for games etc in order to create a forum of informal interaction
between customer and employees. These meeting will help employees develop new skills or
get an idea for a new product etc.
 The company should provide their employee to go in for management programmers from top
management Schools in gain new ways of doing thing.
 The organization environment should be made conducive like the introduction of flexi-time,
the accessibility of the work place 24 hours
 A separate column in the appraisal from should be there for new skill acquired. Then on the
basis of 2 or3 new skill acquired he should be appraised and also the compensation be raised.
This will go a long way in motivating employees in developing new competencies.
 The training programmed should be serviced from outside. Various leaders in various fields
should be invited as faculty or for guest lecture.

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5.3 CONCLUSION:-

Today, business around the world, both large and small, cannot ignore the impact that the global
companies are having on their performance. Globalization, the internet and information
transparency have led to an increasingly mobile workforce, ever more fickle customers, and
rapidly changing technologies and business models.
On result of this seemingly inexorable trend is that companies are less able to predict –let alone
control-the short term shape of their own markets.
As a result more and more organization are choosing to adopt a marketing led philosophy to
enable them to win market share and capture and retain the hearts and minds of current and
prospective customers. Marketing is become more important as organization around the world
strive to develop product and services that appeal to their customers and aim to differentiate their
offering in the increasing crowded global marketplace.
These complex issues heighten the need for effective marketing whilst expanding its scope
beyond the ‘marketing function’. Put simple marketing is no longer the sole prerogative of single
‘functions’. Even if leadership on marketing comes from the last function, together with the
framework within which marketing strategies are conceived, developed, planned, executed,
reviewed and improved.

During my Research I concluded :-

 Hyundai Santro and Maruti Zen are more distributed in the region.
 In decision-making process, family plays a considerable role.
 Word of mouth is quite famous to get information about a car.
 Before buying a car people consider its price with the advance technology.
 Some people also consider loan for buying a car.
 There is a more preference of small cars observed in metro.
 More than 85% are satisfied with the performance of Hyundai cars.
 The major reason for dissatisfaction among the least number of dissatisfied owners is the
maintenance cost which they bear.
 Majority of the customers want to have some incentives with the purchase of car.
 Hyundai is very successful in India but I think their marketing department could do a little
better.

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