Kia Motors

CHAPTER 1
INTRODUCTION
Kia Corporation, commonly known as Kia formerly known as Kyungsung Precision
Industry and Kia Motors Corporation), is a South Korean multinational automobile
manufacturer headquartered in Seoul, South Korea. It is South Korea's second largest
automobile manufacturer after (its parent company) Hyundai Motor Company, with sales of
over 2.8 million vehicles in 2019. As of December 2015, the Kia Corporation is minority
owned by Hyundai, which holds a 33.88% stake valued at just over US$6 billion. Kia in turn
is a minority owner of more than twenty Hyundai subsidiaries ranging from 4.9% up to
45.37%, totaling more than US$8.3 billion.
Kia declared bankruptcy in 1997, during the Asian financial crisis, and in 1998 reached an
agreement with Hyundai Motor Company to diversify by exchanging ownership between the
two companies. Hyundai Motor Company acquired 51% of the company, outbidding Ford
Motor Company, which had owned an interest in Kia Motors since 1986. [20] After subsequent
divestments, Hyundai Motor Company owns about one third of Kia Motor Corporation.
While Hyundai Motor Company remains Kia's largest stakeholder, Kia Motor Company also
retains ownership in some 22 Hyundai Motor Company subsidiaries.
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Kia Motors Corporation (KMC), founded in 1944, is South Korea's oldest manufacturer of
motor vehicles and is now a subsidiary of the Hyundai-Kia Automotive Group. Over 1.5
million vehicles a year are produced in 13 manufacturing and assembly operations in eight
countries. These are then sold and serviced through a network of distributors and dealers
covering 172 countries. Kia today has 40,000 full-time employees worldwide and annual
revenues of over US$14.6 billion. Kia Motors Corporation's brand slogan is "The Power to
Surprise". From August 2009 until December 2012, the company has been led by Hyoung-Keun
(Hank) Lee.
The company has entered the Indian market in July 2019 with their 'Made for India' SUV-
SP2 Concept now announced as the global mid-sized SUV Kia Seltos. The company has built
a production facility on a Greenfield land in Anantapur district, Andhra Pradesh near
Penukonda.
The annual production capacity is 300,000 units. Kia has appointed Kookhyun Shim as MD
& CEO for its Indian arm. In his new role, Shim will be responsible for leading the
carmaker's expansion in the Indian market. Shim will play a leading role in ensuring KI's
projected timeline and schedule of operations is achieved. He also oversaw the construction
of Kia's first manufacturing facility in India, to help strengthen the company's position in the
fifth largest global automotive market. Kia has committed investments to the tune of
$1.1 billion to develop operations in India including investing in a network of over 250
customer touch-points that include service, sales and spares establishments.
On 31 July 2020, Kia crossed 100,000 car sales in India becoming the fastest car
manufacturer to do so.
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INDUSTRY PROFILE
The automotive industry in India is the fourth-largest in the world as per 2021 statistics. n
2022, India became fourth largest country in the world by valuation of automotive industry.
India is well known for its automotive products such as three wheeler, four wheeler and two
wheeler. Automotive products such as tires and batteries manufacturing in India are also
globally flourished. Automotive industry in India also helped other industries including
forging and electronics industries to flourished. As of 2020, India is the 5th largest
automobile market in the world, surpassing Germany in terms of sales.
Currently India's auto industry is worth of more that US$ 100 billion and contributes 8% of
the country's total export and accounts for 2.3% of India's GDP. India's major automobile
manufacturing companies includes Tata Motors, Mahindra & Mahindra, Force Motors,
Tractors and Farm Equipment Ltd, Eicher Motors, Royal Enfield, Sonalika Tractors,
Hindustan Motors, Hradyesh, ICML, Kerala Automobiles Ltd, Pravaig Dynamics, Premier,
Tara International and Vehicle Factory Jabalpur
Automotive industry in India is one of the main pillars of the economy. With strong
backward and forward linkages, it is a key driver of growth. Liberalization and conscious
policy interventions over the past few years created a vibrant, competitive market, and
brought several new players, resulting in capacity expansion in automobile industry and
generation of huge employment. Aptly, the sector was christened as the ‘Sunrise Sector’ of
the economy. The contribution of this sector to the National GDP, rose from 2.77% in 1992-
93 to about 7.1% now.
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COMPANY PROFILE
Kia Motors is known for its world-class quality, its designs appeal to those who are young at
heart. Kia Motors Corporation’s brand slogan – “Movement that Inspires” – represents the
company’s global commitment to surprise the world by providing exciting and inspiring
experiences.
Kumar KIA incorporated on 23rd December 2020 to give delightful experience to our
customers in Sales, Service and Spare parts (3S).
Upholding the Kia Promise to Care, as an authorized dealer, Kumar KIA aims to fulfill the
Sales and Service needs of Kia vehicles and in process provide differentiating experience to
its customers by connecting through digital service, adapting to specific needs and engaging
for a better future.
Kumar KIA has an assortment of new cars to make a selection from and trained consultants
to navigate you through the stock. Be sure to ask for a test drive of the vehicle you liked.
Purchasing a vehicle may be a daunting task. Better find the one to match your local roads
conditions, driving style, budget and so much more!
Kumar KIA is rated 3.5 by Nice Local visitors and can be found at the following location:
Industrial Area, Kapnoor, Humnabad Road. Gulbarga, Karnataka 585104,
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PROMOTERS OF KUMAR KIA
MR. RAJKUMAR BILGUNDI Managing Director
Mr. Basawaraj Group General Manager
Mr. Martin Luther Assistant General Manager
Mr. Ravindra Chauhan Sales Manager
Mr. Shivshankaraya General Manager- Service
Mr. Anand Khanapure Customer Care Manager
Mrs. Raheemunisa HR Manager
VISION
Kia came to India with a vision to win the hearts of the young car buyers with our futuristic
products and dynamic designs which are inspired by India.
MISSION
Kia mission is to produce the best vehicles exhibiting superior technology, quality, value
through a spirit of continuous improvement, creativity, teamwork and value-based
relationships they strive for perfection.
QUALITY POLICY
Our quality policy is derived from the corporate philosophy of our principals M/s Kia. We
strive to deliver utmost quality in customer service. Therefore, at the forefront of our
approach to providing high quality is our quest to FIX IT RIGHT FIRST TIME (FRFT).
In order to realize this objective, we continue to employ latest and state-of-the-art technology
in our Service Centers. Machines and tools will not simply do the job for us. The skill and
motivation of the man behind the tool is the key to delivering quality.
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PRODUCTS
CARNIVAL
Engine (L) 2.2 (l)
Transmission 8AT
Drive System 2WD
Fuel Type Diesel
Max. Torque (Nm/ rpm) 440 / 1 750 ~ 2 750
Emission Standard BS VI
MODELS
Prestige 7 Seater Limousine 7VIP Seater
Prestige 6 Seater Limousine 7VIP Seater
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SELTOS
Engine (cc) 1 497
Transmission 6MT / 6iMT/ IVT
Drive System 2WD
Fuel Type Petrol
Max. Torque (Nm/ rpm) 144 / 4500
MODELS:
SELTOS GTX(O) Smartstream
SELTOS GTX+
SELTOS HTE Smartstream
SELTOS HTK
SELTOS HTK+
SELTOS HTX
SELTOS HTX +
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CARENS
Engine (cc) 1 497
Transmission 6MT
Drive System 2WD
Fuel Type Petrol
Max. Torque (Nm/ rpm) 144 / 4500
MODELS:
CARENS Premium
CARENS Prestige
CARENS Prestige Plus
CARENS Luxury
CARENS Luxury Plus
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SONET:
Engine (cc) 1197
Transmission 5MT
Drive System 2WD
Fuel Type Petrol
Max. Torque (Nm/ rpm) 115 / 4 200
MODELS:
SONET HTE
SONET HTK
SONET HTK+
SONET HTX
SONET HTX+
SONET GTX+
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SERVICES:
Kia Service ensures that we at Kia are
1. Connected through digital service
 My Kia: Customer application for real time service updates, information, records,
appointment & many more.
 Kia Connected Owner’s Manual: Digital e-manuals available on click for easy
understanding of Kia vehicle features
2. Adaptive to your specific needs
 Scratch Care: Scratch Care is an introductory program by Kia to take care of the first
scratch that hurts deeply. Program coverage includes repair of 1 Scratch free of cost in
an ownership period of 12 months from the date of sale, applicable for all Kia Carens
retailed up to 31st December 2022.
 My Convenience: Introducing economical personalized flexible maintenance
packages to customize from basis interest, usage & specific driving requirements.
3. Responsive through network and offerings
 350 Touch points: Widespread Kia network to support customers requirements

 Kia Mobile Workshop: Extending the service reach to remote areas
4. Engage for a better future
 Dry Wash: Water less wash, together for a better future

 EV Service readiness: Future readiness for electric vehicles
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INFRASTRUCTURE FACELITIES:
US$ 2 billion
With an investment of USD 2 billion, Kia India remains committed to 'Make In India' world
class products that redefine the contours of Design and Technology.
Production Capacity
With annual production capacity of 300,000 units, the plant will ensure timely and smooth
provision of Kia vehicles that boast world class levels of quality and design.|
Job Opportunities
Kia India is creating jobs in India. With a workforce of 15000+ employees by Kia & its
affiliates, we at Kia India remain committed to contribute to the India growth story.|
Our Future Together
As a new age brand, we believe in being an inseparable part of our customer's lives by
augmenting every moment with an unforgettable experience. We aim to lead customer
centricity by expanding to over 350 touch points covering more than 200 cities including tier-
3 and select tier-4 towns by the end of this year. This will also be complemented by a new
segment entry in early next year.
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COMPITETORS:
TATA MOTORS
Tata Motors was founded in Mumbai, Maharashtra in 1945. , Tata Motors also competes in
the Automobile Manufacturers industry.
HYUNDAI
Hyundai is a top competitor of KIA Motors. Hyundai was founded in 1967, and is
headquartered in Seocho-Gu, Seoul Teugbyeolsi. Like Maruti Suzuki , Hyundai also
competes in the Automobile Manufacturers field.
MAHINDRA
Mahindra is also a competitor of KIA Motors. Mahindra was founded in 1945 and is
headquartered in Mumbai, Maharashtra.
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TOYATO
Toyota is a Japanese multinational automotive manufacturer headquartered in Toyota,

Aichi,Japan. It was founded by Kiichiro Toyoda in 1937.
MARUTI SUZUKI
Maruti Suzuki India Ltd (formerly Maruti Udyog Ltd) is India's largest passenger car
company accounting for over 50% of the domestic car market.
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COMPITATIVE CARS:
SELTOS CRETA XUV 700
SONET TATA NEXON BREZZA
FORTUNER ALTURAS
CARNIVAL
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SWOT ANALYSIS
SWOT Analysis is a proven management framework which enables a brand like

Kia Motors to benchmark its business & performance as compared to the
competitors. Kia Motors is one of the leading brands in the automobiles sector.
Kia Motors Strengths
 One of South Korea’s largest Automobile producer

 Among the top 5 Largest Automobile Manufacturer based on its sales
Around 42,000 employees
 Good product portfolio and strong brand presence
 Has sales of nearly 1.5 million cars per year.
Kia Motors Weaknesses
 Past recall of critical components like the Braking System was a concern.
 Has not leveraged its presence & recognition globally even as it has created so many
sponsorships.
 Has not expanded aggressively in terms of the geographic reach.
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Kia Motors Opportunities
 Venture into emerging economies which a huge markets.

 It can also enter various where Hyundai is present to fill up gaps in the
product offering which Hyundai cannot, e.g. in India Hyundai has failed
to attract large numbers for its luxury SUV Santa Fe which may have
worked better through the Brand Name of Kia.
 Enter the Defense market in the newly liberalized countries of the
Jasmine Revolution since it already is existing in the Defense sector.
 Their all electric vehicles like the Venga & Pop City can open new
avenues of business for Kia.
Kia Motors Threats
 The Japanese players have made their presence in most of the markets
around the world & secured steady market shares.
 The competitors have better design & technology thus having better
differentiation.
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FUTURE GROWTH AND PROSPECTS
 KIA aims to sell 1.2 million electric vehicles globally in 2030 and is embarking on a
plan to drastically expand its EV line-up, usher in enhanced autonomous driving
technology and introduce new digital revenue streams.
 The brand has four primary targets for 2030 – sell 1.2 million battery-electric
vehicles, sell 4 million vehicles overall, roll out advanced connectivity and
autonomous driving functionality to all models, and become the leading provider of
purpose-built vehicles for third-party fleet operators.
 The first of these purpose-built vehicles (PBVs) will be derived from existing ones,
including a larger Kia Niro Plus derivative that will launch later this year. After this
first wave, the firm will introduce a new bespoke EV platform for PBVs in 2025,
which will be fully scalable to suit different applications.
 The marque’s pure-electric line-up will stand at 14 models come 2027, among which
it will count two pick-up trucks and an entry-level BEV, presumably positioned as a
zero-emission successor to today’s Kia Picanto city car.
 Notably, the brand has confirmed that it plans for all future bespoke EVs to follow
the Kia EV6 in gaining a GT-badged performance range-topper. It promises that
these hot EVs will have “differentiated” designs from their standard counterparts.
 The production version of the large Kia EV9 SUV will come in 2023, with a 0-
100kph time of 5.0sec and a driving range of 541km.
 The EV9 will be the first Kia model to come equipped with over-the-air update
functionality and feature-on-demand (FoD) services, whereby customers can activate
optional upgrades via the infotainment system, in addition to the equipment fitted as
standard. This will open up a significant new revenue stream for Kia, while boosting
manufacturing efficiencies by allowing for more standardized equipment levels off
the production line.
 It will also pioneer Kia’s ‘Auto Mode’ autonomous driving software, details of which
remain under wraps. It is likely that this, like sibling brand Hyundai’s future
autonomous models, will bring level 3 autonomy for hands-off driving on certain
roads.
 South Korea will remain Kia’s “global hub for research, development, production and
supply of EVs”, but it plans for other global facilities to take the lead for their
respective regions.
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 A European hub, for example, will from 2025 focus on the small and medium-sized
EVs popular in that region, while a US site will develop and build midsized SUVs and
pick-ups from 2024. It will introduce midsized EVs in China in 2023 and roll out
“entry and midsized EVs” in India from 2025.
 Like Hyundai, Kia plans to significantly boost its global EV battery production
capacity, from 13GWh to 119GWh by 2030. These will come from its Indonesian
battery joint venture and various other global battery companies, but it is yet to name
any partners in this push.
 Kia currently sells four models in India – the Carens MPV being the newest to join
the line-up. The brand recently added a third shift at its Anantapur facility, now taking
its production capacity to three lakh units per annum. Kia is also focusing on bringing
some of its existing EVs to India, first of which will be the EV6 that will be a CBU
import, possibly by this year. The brand is also looking to bring the e-Niro to to our
country sometime in 2023, followed by a mass-market EV made here, in 2024.
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FINANCIAL STATEMENT
Fiscal year is Jan- 2021 2020 2019 2018 2017

dec. all values KRW
Millions.
Cash and short-term 17,538,481 14,715,69,686 9,013,379 8,511,002 9,624,399

investments
Cash only 11,533,710 10,160,697 4,268,716 2,292,659 1,56,878
Short-term 6,004,771 4,554,989 4,744,663 6,218,343 8,062,521

investments
Cash & short-term 19.18% 63.26% 5.90% -11.57% -

investments growth
Cash & ST 26.24% 24.33% 16.29% 16.43% 18.40%

investments/total
assets
Total accounts 3,990,868 3,935,870 3,776,438 3,789,071 3,256,861

receivable
Accounts receivable, 1,877,698 1,819,008 2,154,695 2,049,248 2,092,975

Net
Account receivable, 1,883,698 1,917,784 2,225,931 2,147,111 5,819,938

Gross
Bad debt/doubtful (96,188) (98,776) (101,236) (97,863) (3,726,96

accounts 3)
Other receivables 2,203,170 2,116,862 1,621,743 1,739,823 1,163,886
Accounts receivable 1.40% 4.22% -0.33% 16.34% -

growth
Accounts receivable 17.51 15.03 15.40 14.30 16.44
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turnover
Inventories 7,087,685 7,093,959 8,108,681 7,233,947 8,543,645
Finished goods 5,241,478 5,710,169 6,715,131 6,126,418 7,377,279
Work in progress 688,404 520,102 580,225 515,613 521,201
Raw materials 1,157,803 863,688 813,325 591,916 645,165
Other current assets 588,449 347,867 656,918 177,771 217,174
Prepaid expenses 348,096 123,106 471,015 99,228 215,733
Miscellaneous 240,353 224,761 185,903 78,543 1,441

current assets
Total current assets 29,205,483 26,093,382 21,555,416 19,711,791 21,642,07

9
Net property. Plant & 15,583,831 15,571,715 15,746,675 14,803,800 13,652,90

equipment 2
Property, plants & 30,457,104 28,838,326 27,742,383 25,365,237 23,297,08

equipment-gross 5
Buildings 5,012,563 4,843,559 4,799,457 4,331,847 4,191,966
Land & 4,962,668 4,939,660 4,919,924 4,888,344 4,888,324

improvements
Machinery & 9,835,164 9,102,749 8,845,934 7,792,611 7,591,990

equipment
Construction in 1,060,715 866,665 1,366,230 1,883,036 887,598

progress
Leases 432,458 366,846 244,016 - -
Transportations 412,383 392,928 370,536 350,813 285,003

equipment
Other property, plant 8,741,153 8,025,919 7,146,286 6,118,586 5,452,204
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& equipment
Accumulated 14,873,273 13,258,611 11,995,708 10,561,937 9,644,183

depreciation
Buildings 2,180,811 1,998,433 1,864,304 1,709,286 1,567,201
Machinery & 5,963,643 5,378,904 4,948,047 4,464,779 4,124,970

equipment
Transportation 178,457 163,390 150,458 125,270 102,665

equipment
Other Long-Term 1,009,675 619,985 612,067 373,918 489,351

Investments
Total asset 66,849,997 60,490,443 55,344,798 51,786,605 52,294,43

8
Assets-total-growth 10.51% 9.30% 6.87% -0.97% 1.10%
Asset-turnover 1.10 - - - -
Return average assets 7.48% - - - -
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CHAPTER 2
CONCEPTUAL BACKGROUNND AND LITERATURE REVIEW
2.1 THEORITECAL BACKGROUND OF THE STUDY
Digital marketing is one type of marketing being widely used to promote products or services
and to reach consumers using digital channels. Digital marketing extends beyond internet
marketing including channels that do not require the use of Internet. It includes mobile
phones (both SMS and MMS), social media marketing, display advertising, search engine
marketing and many other forms of digital media.
Through digital media, consumers can access information any time and any place where they
want. With the presence of digital media, consumers do not just rely on what the company
says about their brand but also they can follow what the media, friends, associations, peers,
etc., are saying as well. Digital marketing is a broad term that refers to various promotional
techniques deployed to reach customers via digital technologies. Digital marketing embodies
an extensive selection of service, product and brand marketing tactics which mainly use
Internet as a core promotional medium in addition to mobile and traditional TV and radio.
While modern day digital marketing is an enormous system of channels to which marketers
simply must onboard their brands, advertising online is much more complex than the
channels alone. In order to achieve the true potential of digital marketing, marketers have to
dig deep into today’s vast and intricate cross-channel world to discover strategies that make
an impact through engagement marketing. Engagement marketing is the method of forming
meaningful interactions with potential and returning customers based on the data you collect
over time. By engaging customers in a digital landscape, you build brand awareness, set
yourself as an industry thought leader, and place your business at the forefront when the
customer is ready to buy.
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“Digital is at the core of everything in marketing today—it has gone from ‘one of the things
marketing does’ to ‘THE thing that marketing does.’”
Common problems that digital marketing can solve:
To optimize your marketing strategies, digital is mandatory. Digital marketing can help you
to get to know your audience, learn important data about them, and provide metrics that will
give your marketing team credibility.
 Problem: I don’t know my audience well enough to get started. Getting to know
your audience takes time, and while your marketing team may have developed
audience personas that can be of use, consumers actively spending time online may
not behave in the way you’d expect. You’ll need to test different language with
different targets, keeping in mind that certain descriptors will appeal to different
people and their place in the buying cycle. Attune yourself to your audience and
you’ll build credibility that will set you apart from the competition.
 Problem: I haven’t optimized my channels for SEO. Regardless of your position in

the marketing process, it’s important to have an understanding of SEO best practices.
In addition to improving search engine ranking, SEO can reinforce and support your
campaign testing and optimization to ensure you’re delivering high quality, valuable
content that your potential customers want.
 Problem: I don’t have a social media strategy. Regardless of whether you want to
develop an organic social media strategy, a paid social media strategy, or a blend of
the two, it’s important to have some form of social marketing in place. While social
media is excellent for branding and engagement, it can also be a useful channel for
digital marketing advertisement. Find a niche and a consistent voice, be patient, and
as your following increases, the impact of your ads will increase as well.
 Problem: My marketing teams are siloed. It’s important to break out of silos to
create nimble, fluid structures. Your customers aren’t sequestered in one channel
waiting for ads, so your marketing efforts must deploy cross-channel functionality
with teams that bring multiple skill sets to the table to engage customers where they
are. Each social network and channel includes different audiences and expectations,
so marketing efforts may look completely different for each. This includes tone,
imagery, offers, and even the time of day you post.
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 Problem: I’m under pressure from my CMO to report on metrics that support
the bottom line. Digital marketing supports a vast universe of metrics that can be
utilized to determine the effectiveness of your marketing efforts, but these metrics
should be chosen with care. Each case will depend upon your audience makeup and
focus on each channel. Keeping this in mind, start by determining your goals for each
channel and set metrics your CMO will want to see the most.
Components of Digital Marketing:
Digital marketing spans across a massive network of digital touch points that customers
interact with many times a day.
 Paid search. Paid search, or pay-per-click (PPC) advertising, typically refers to the
sponsored result on the top or side of a search engine results page (SERP). These ads
charge you for every click and they can be tailored to appear when certain search
terms are entered, so your ads are being targeted to audiences seeking something in
particular. These ads can be extremely effective, as they rely on data gleaned from
individuals’ online behavior and are used to boost website traffic by delivering
relevant ads to the right people at the right time. These ads also involve retargeting,
meaning that depending on the customers’ actions, marketing automation tools can
craft unique, personal cross-platform ads.
 Search engine optimization (SEO). SEO is the process of optimizing the content,
technical setup, and reach of your website, so that your pages appear at the top of a
search engine result for a specific set of keyword terms. Using SEO can drive visitors
to your site when they display behavior implying that they’re searching for relevant
products, which can be a game changer considering that 90% of people searching
haven’t formed an opinion about a brand yet (Status Labs, 2018). While PPC and
retargeting have their place, organic online traffic earned through search engine
optimization has enormous influence on search rankings and, by extension, organic
site traffic. By using keywords and phrases, you can use SEO to massively increase
visibility and begin a lasting customer relationship. SEO is defined as increasing a
website’s rank in online search results, and thus its organic site traffic, by using
popular keywords and phrases. Strong SEO strategies are hugely influential in digital
marketing campaigns since visibility is the first step to a lasting customer
relationship.
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 Content marketing.
Effective content marketing is not outwardly promotional in nature, but rather serves
to educate and inspire consumers who are seeking information. When you offer
content that is relevant to your audience, it can secure you as a thought leader and a
trustworthy source of information, making it less likely that your other marketing
efforts will be lost in the static. In the age of the self-directed buyer, content
marketing gets three times more leads than paid search advertising, so it’s well worth
the additional effort.
 Social media marketing.
The key to effective social media marketing goes far beyond simply having active
social media accounts. You must also be weaving social elements into every aspect of
your marketing efforts to create as many peer-to-peer sharing opportunities as
possible. The more your audience is inspired to engage with your content, the more
likely they are to share it, potentially inspiring their peers to become customers as
well.
 Email marketing.
After more than two decades, email is still the quickest and most direct way to reach
customers with critical information. Today, successful email campaigns must be
incredibly engaging, relevant, informative, and entertaining to not get buried in your
customer’s inbox. To succeed, your marketing emails should satisfy five core
attributes. They must be trustworthy, relevant, conversational, coordinated across
channels, and strategic.
 Mobile marketing.
Mobile devices are kept in our pockets, sit next to our beds, and are checked
constantly throughout the day. This makes marketing on mobile incredibly
important—two-thirds of consumers can recall a specific brand they have seen
advertised on mobile in the last week—but mobile is also very nuanced considering
its intimate nature. SMS, MMS, and in-app marketing are all options to reach your
customers on their devices, but beyond that, you must consider the coordination of
your marketing efforts across your other digital marketing channels.
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 Marketing automation.
Marketing automation is an integral platform that ties all of your digital marketing

together. In fact, companies that automate lead management see a 10% or more bump
in revenue in six to nine months’ time. Without it, your campaigns will look like an
unfinished puzzle with a crucial missing piece. Marketing automation software
streamlines and automates marketing tasks and workflow, measures results, and
calculates the return on investment (ROI) of your digital campaigns, helping you to
grow revenue faster. Marketing automation can help you gain valuable insight into
which programs are working and which aren’t, and it will provide metrics to allow
you to speak to digital marketing’s efforts on your company’s bottom line.
 Affiliate Marketing:
Affiliate marketing is a type of performance-based marketing. In this type of
marketing, a company rewards affiliates for each visitor or customer they bring by
marketing efforts they create on behalf of company. Industry has four core players:
the merchant (also known as “retailer” or “brand”), the network, the publisher (also
known as “the affiliate”) and the customer. The market has grown in such complexity
resulting in the emergence of a secondary tier of players including affiliate
management agencies, super-affiliates and specialized third party vendors. There are
two ways to approach affiliate marketing: Company can offer an affiliate program to
others or it can sign up to be another business’s affiliate. If company wants to drive an
affiliate program, then, the company owner has to pay affiliates a commission fee for
every lead or sale they drive to company’s website. Company’s main goal here is to
find affiliates who can reach untapped markets. For example, a company with an e-
zone may become a good affiliate because its subscribers are hungry for resources.
So, introducing one’s offer through “trusted” company can grab the attention of
prospects which might not have otherwise reached.
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Planning, implementing, and optimizing your digital marketing program:
Begin the launch of your digital marketing program by first determining your audience and
goals, and then putting in place metrics to ensure you’re always improving.
Step 1: Identify and segment your audiences. Today buyers expect a personalized
experience across every touch point. To do this, you must understand their demographic, firm
graphic, and techno graphic attributes as well as how to address their questions and pain
points.
Step 2: Establish goals and measurement strategy. Use audience information to determine
personas and get a clear view of their sales journey to establish your goals and measurement
strategy. Important metrics include impressions, reach, clicks, click-through rate (CTR),
engagement rate, conversions, cost per lead (CPL), effective cost per thousand (eCPM), as
well as back-end metrics like return on investment (ROI), return on ad spend (ROAS), first-
 and multi-touch attribution, and lifetime  customer value (LCV). 
Step 3: Set up your ad tech and channels. Ad technology can take some time to navigate,
so make sure you have the right data management platforms (DMPs), demand-side platforms
(DSPs), supply-side platforms (SSPS), and ad exchanges in place before you get started.
Align your team, communicate everyone’s objectives, and show how their channels fit into
the big picture of digital marketing.
Step 4: Launch and optimize. Digital marketing can be used for acquisition, nurturing,
building customer loyalty, and branding. Review metrics regularly, so you can know where
you are excelling and where you need work to become a leader in this high-impact, high-
demand space. 
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Consumer Buying Behavior:
Consumer behavior is the study of the process involved in selecting, purchasing, using or
disposing of products, services, ideas or experiences by individuals, groups and organizations
to meet their needs and desires.
The importance of understanding consumer buying behavior is essential. According to Kotler

& Keller for both manufacturers and service providers, the ways in which customers choose
their products and services can be extremely important as this gives them a competitive ad-
vantage over their competitors in various ways. Moreover, it is important to increase the
under-standing of consumer behavior towards green products as there is an extreme growth in
green products in all consumer sectors as a result of the ‘green shift’ and strategic marketing
adopted by many organizations.
Important factors that influence consumer behavior:
Consumer’s buying behavior is influenced by four driven factors: cultural, social, personal
and psychological factors. The deepest influence on consumer’s buying behavior is caused by
cultural factors among others.
Cultural factors :
Culture is the basic determinant of an individual’s wants and behavior. Culture is a particular
group of people's characteristics and knowledge, including language, religion, cuisine, social
habits, music and the arts. Culture, subculture and social class have a particular impact on
consumer buying behavior. Each culture consists of smaller subcultures and varies from one
country to another. These subcultures identify and classify people based on their shared
customs and beliefs. Subcultures include nationalities, religions, racial groups, and
geographic regions. There-fore, companies should create specialized marketing programs to
suit certain preferences of a subculture.
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According to Kotler each individual belongs to a certain social class that influences the
buying decision. People who belong to the same social class share similar interests, values
and behavior. Therefore, members from different social class possess different buying
behaviors’ and have distinct product and brand preferences. In order to understand how to
best market existing products and find opportunities for new products, marketers need to pay
close attention to cultural values in each country.
Social factors :
Besides cultural factors, our buying behavior is affected by social factors such as reference
groups, family, and social roles and status.
A person’s reference group is a group that is associated with an individual who wants to be a
part and be called as a member of that group. For instance, family, friends, neighbors, as well
as religious, professional and trade-union groups can influence consumer preference in
choosing a specific product or service. It is observed that all members of the reference group
share common buying behavior and influence each other strongly on product and brand
choices. Therefore, marketers should identify the roles that influence other people's behavior
within the reference group.
Personal factors :
Personal characteristics have a direct impact on consumer behavior and they include age and
life cycle stage, occupation and economic situations, personality and self-concept, lifestyle
and values. Therefore, it is important for marketers to understand this factor before designing
a marketing campaign.
A consumer’s taste and preferences are most often influenced by their age. This can be most
commonly seen in food, clothing and any recreational activity purchases they may do. People
tend to buy different products in the different life cycle stages throughout the entire life. For
example, the brand of a perfume which individual used some years ago might not suit his/her
desires and needs in the present moment. Therefore, preferences in purchasing a product
constantly change.
According to Kotler lifestyle and core values also influence consumer buying behavior. By
lifestyle, the author defines an individual’s interest, opinions and activities that reflect the
person’s pattern of living in the society. However, core values guide people’s enduring
choices and desires and underlie attitudes and behaviors.
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Therefore, marketers orientate of consumer’s basic values and believe that their buying
behavior can be influenced by appeals to the inner selves of people.
Psychological factors :
Psychological factors can affect consumer behavior very strongly. That includes motivation,
perception, learning and memory.
The level of motivation affects consumers' buying behavior. People tend to have many needs
through any given time. Some needs are biogenic; they arise from physiological states of
tension such as hunger, thirst, or discomfort and other needs are psychogenic; they arise from
physiological states of tension such as the need for recognition, esteem, or belonging.
Therefore, people will try to satisfy the most important need first and then move to the next
need.
Consumers tend to have several strong associations and information about a brand that
creates essential brand knowledge. Through thoughts and feelings, perceptions and images,
experiences, beliefs and attitudes, customers create brand associations. Therefore, marketers
have to ensure that consumers have the product and service experiences that create the right
brand knowledge and maintain this information in their memory
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Consumer decision-making process
The decision-making process is the method that marketers use to identify and track the
decision of a customer journey. This method helps to analyze the consumer’s decision-
making process from beginning to the end and it is divided into five separate stages where all
the steps are care-fully studied by marketing managers. This process helps to understand how
information is obtained, how beliefs are formed, and what consumer criteria for product
selection are specified.
Problem recognition
The consumer buying decision-making process starts with the problem recognition stage.
This stage identifies the difference between the consumer’s recognition of needs and wants. It
occurs when the consumer senses a significant difference between his or her current state of
affairs versus a desired and ideal state. By collecting information from a number of
consumers, marketers need to identify the circumstances that trigger a particular need.
Information search
When the problem has been recognized, consumer needs to find information to resolve it.
Information search is the process when a consumer examines his or her environment in order
to find suitable data to make a reasonable decision. In practice, information search activity
becomes greater when the purchase is important, so there is a need to learn more about the
purchase and study different information sources. (Solomon, 2006) Marketers need to
understand what kind of information consumers are looking for at different times and
locations.
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Evaluation of alternatives
In this stage of a consumer’s decision-making process, environmental concerns and buying

behavior of evaluating the product alternatives are based around environmental costs, risks
and benefits that will lead to the future assessment of choices in choosing what to purchase.
One approach to evaluating more sustainable consumption patterns of a consumer is to
consider whether a customer is acquiring the more sustainable option from the product
alternatives and at the same time to consider future behavior in using and disposing of the
product.
Purchase decision
The consumer forms preferences among the brands in the choice set during the evaluation
stage and further creates an intention to buy the most preferred brand. During the purchase
decision process, the consumer still has to make five following sub-decisions: brand, dealer,
quantity, timing, and payment method.
Post-purchase evaluation
Consumers may feel uncertain about a purchase after noticing disquieting product features or
hearing good recommendations about other brands. According to Kotler & Keller (2015)
marketing communications should supply support and beliefs for consumers that reinforce
and continually support positive feelings about a purchase. In addition, marketers should
monitor consumer behavior from post-purchase satisfaction, post-purchase actions and post-
purchase product use and disposal.
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2.2 LITERATURE REVIEW
Abdel Fattah AL-AZZAM (2021) The main objective of this research was to analyze the
influence of digital marketing on purchasing decisions. The research was guided by specific
aims; to evaluate numerous digital marketing platforms in Jordan that can affect the
purchasing decisions and identify product categories purchased by customers on digital
media platforms. Nowadays, the Internet has opened the doors for firms to exploit incredible
digital marketing chances. By using a variety of digital marketing channels, businesses
cannot just share their products and services online; they can also increase the number of
their customers, attract them and be able to increase their Return on Investment (ROI). Also,
in the advancement of markets and technologies that are highly competitive with the use of
the internet, digital marketing strategies have replaced the traditional marketing ones seen as
a technology evolution form of marketing that offers new ideas to businesses to try.
Joytirmayee Nayak (2020) In this modern era development of technology and the vast use
of internet helps people to aware about all the things. As a result, consumer behavior has
changed, and digital marketing influences them on their purchase behavior. The aim of the
study to analysis the impact of digital marketing on consumer purchase behavior and find out
should consumers are aware about digital marketing and how digital channels influence them
to change their buying behavior. The result of the survey most of the people are aware about
digital marketing. They are accepting digital marketing and it has influence them for
purchasing on online. Digital channel plays a vital role in increasing the customers for online
business and increase their sales of the products and services. And save their time.
Mahmoud Alghizzawi (2019) This study reviews the recently published research on the role
digital marketing plays on consumer behavior through three dimensions: (1) mobile apps, (2)
social media platforms, and (3) electronic word-of-mouth. Consumers use digital
communication channels to search for product information and services. It has become part of
people’s everyday life.
Naseeth Ahamed Nizar, Chrishankar Janathanan (2018) The purpose of this research is to
identify how the social media marketing impact on the consumer purchase decision, The
objective of this research is that to define the term social media marketing and consumer
purchase behaviour In digital marketing, understanding consumer behaviour is key for
marketing success as consumers have embraced utilising the internet and online socializing
tools Consumer purchase behavior is influenced by having the knowledge and being brand
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oriented. Also, brand awareness is coupled with good brand perception and loyalty result
with a stronger brand image in consumer’s mind, which will influence the consumers
positively and becomes part of their purchase behavior Consumer purchase behavior is how
individuals, organisations, and groups select, buy and make use of product, service,
experience or ideas to satisfy their needs and wants.
Dr. S. YUVARAJ (2017) Digital marketing has emerged as a specialism over the last decade
with its origin rooted in direct marketing. The increase in the number of personal devices and
its use means brand marketers have many more ways of communication directly an indirectly
with their target consumers. The study focuses on the effects of digital marketing on branding
of a particular product. The study focuses on how digital marketing has made the people to
know more about the brands and the development of the brands in the market through
technology. The research provides the overview of different digital marketing tools like e-
mail marketing, SEO, mobile marketing, blogging, affiliated marketing etc., and its influence
on brand building among the customers.
Dr. Sridevi K.B, Sankara Lingam (2016) Online Marketing is the art and science of selling
digital networks, such as the internet and cellular phone networks, for goods and services. In
every business area, online marketing is becoming a hot subject, increasingly playing a very
important role in the multi-channel marketing strategy of any organization. It uses the internet
to provide customers with promotional ads. It includes email marketing, marketing for search
engines, marketing for social media, several forms of display ads (including advertising for
web banners), and smartphone advertising. Like other advertising media, online advertising
frequently involves both a publisher integrates advertisements into its online content, and an
advertiser provides advertisements to be displayed on the publisher's content. Advertisements
to be displayed on the publisher's content are another potential participant. Other possible
participants include advertising agencies that help to produce and position advertising copies,
an advertising server that produces advertising technologically, and monitors statistics and
advertising associates that do the advertiser's independent promotional work.
Grimsley (2015), he told that the consumer buying behavior is depend in sum total of a
consumer attitude, preferences, intensions, decisions regarding the consumer behavior in the
marketplace when buying some products or services. In digital market feedback is plays an
important role for influencing consumer buying behavior. And also marketers are understand
what influences consumer behavior more, like consumer buying process, effective and
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attractive advertising, because effective advertising attracted consumers more towards the
products and it helps each and every stage of consumer buying behavior.
Peter S.H. Leeflang et al (2014) identified the gap between accelerating complexity of
markets and the capacity of marketing organization to cope with the changes in the market
The study also identified four biggest challenges correspondent to digital marketing such as
explosion of data, social media, proliferation of channels and shifting consumer’s
demographics. The research reveals ten digital marketing tensions like digital revolution,
customer insights, breakthrough, social media, online opportunity, price transparency,
automated interactions, metrics, talent gap and organization.
Bhatt and Bhatt (2012) in his research in consumers “shopping and purchase behavior” he
came to the conclusion in their study that the regular buyers are most influenced by
attractiveness, and service quality of the websites and while occasionally buyers value
website security more than other categories of consumes.
Marina Johansson (2010) implies how social networks have influenced in the process of
branding a product. It also tells about how companies create brand equity through brand
awareness. The levels of brand awareness are recognition, recall, top-of-mind, word of
mouth. The research revealed different aspects of branding and which aspect has been highly
influenced through social media. It explains the brand equity, brand strategy and brand
awareness.
Kucuk and Krishnamurthy,(2007) Social media marketing is a part of digital media
marketing which can also be define as a marketing of goods and services. As we can see in
the recent years, the popularity of social networking sites and social media has increased at a
global level.
Stefan, 2019After evaluating alternatives, purchasing decisions are the next step in the
consumer decision-making process. Currently, consumers gain preference between brands,
products/services being considered and intend to purchase the brand of choice.
Banerjee, Walker, Elizabeth, and Kanafani (2010) explained about “Car acquisition and
ownership trends of motorized vehicle owning households”. Household income is the
principal determinant of the consumer behavior in purchasing the vehicle that household
possess. Size of the family is lowest determinant in identifying the consumer behavior as
large family sizes also purchases smaller vehicle.
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Virtsonis and Harridge-March (2008), explain that internet provide the widest platform to
marketer for advertising and its use depends on the demographic profile of the target
audience and its habit, cultural differences and behavioral patterns etc. Internet connectivity
and availability resolve many issues faced in marketing.
Palmer and Lewis (2009) the social network media help the organization in wider range of
operational and strategic benefits. With the help of the social media networks company get
the consumers’ desire and needs and inform about new policy of development of product
through inviting their feedback. Social network site have also showcased benefits to facilitate
the product choice through cognitive function.
Sandeep Nath Sahdeo the automotive industry is the sector that combines innovation,
technology, creativity and ideas that bring momentum to the economy of the country. Digital
technologies and digital advertising are transforming consumer behavior in car market.
Companies have also realized the immense potential of digital advertising and maintaining
the digital marketing portfolio along with giving a digital edge to their products and services.
McKinsey (2012) conducted a study of about 24 approach points of customers while

purchasing a car, on over 9000 customers and it was found that digital advertising experience
was placed at second position just behind the live experience. It was also found in the study
that digital advertising channels dominate the purchasing “journey”. The purchasing journey
of cars involves a number of different phases from awareness to consideration, to short
listing, to service, and ultimately, to purchase. While running through their journey awareness
to purchase, customers increasingly rely on digital advertising channels, e.g. checking
websites, reading reviews, and visiting social networks and community forums in the final
stage of consideration.
Stelzner (2013) in his study examined how advertisers utilized social media to develop their
business. A study of 3000 advertisers was done and it was found that there was a period
responsibility from advertisers’ side on week after week foundation on social advertising
subsequently got real preferences from social promoting exertions, uncovered which stage
was utilized generally by them to advertise their items social destinations they were intrigued
to research.
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CHAPTER 3
RESEARCH DESIGN
STATEMENT OF THE PROBLEM
The purpose of conducting this research is to know the impact of digital marketing on
consumer buying behavior in Kia company kalaburagi. and find out should consumers are
aware about digital marketing and how digital channels influence them to change their
buying behavior.
NEED FOR THE STUDY
To study the impact of digital marketing on consumer buying behavior and find out should
consumers are aware about digital marketing and how digital channels influence them to
change their buying behavior. The buying pattern of consumer is changing at a faster rate in
the customer oriented market environment. Consumer behavior differs when it comes to the
product, price, features, quality, packaging, buying behavior, status, generation, age of the
customer etc.
OBJECTIVES OF THE STUDY
 To find the factors influencing to choose the KIA cars.

 To analyze the determinant of consumer buying behavior of cars.
 To analysis which a digital channel has affected consumer’s buying behavior.
 To analyze the influence of digital marketing in buying pattern of consumers.
 To study the role and effectiveness of digital marketing
 To study the brand awareness through digital media
 To identify how consumers are influence towards digital marketing and change their
buying behavior.
 To Examine and analyze the advertisement influences outcome created by KIA
Motors to motivate customer to car.
 To study the consumer’s attitude towards digital advertising and marketing.
 To find out how much effective is digital advertising to motivate customers to search
for information online.
 To study the consumer’s attitude towards digital advertising and marketing.
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SCOPE OF THE STUDY
The scope of the study is to get about the knowledge of consumer buying behavior towards
KIA cars and what factor influencing in their buying decision. Also Study the customer
preferences towards digital channels and explore the influence of digital marketing on
consumer behavior.
RESEARCH METHODOLOGY
The study is carried out on both primary data and secondary data. The primary data was
collected through structured questionnaire from samples of 50 respondent from the specified
area the samples have been consider by using non probability technique (convenient sampling
method) was validated and took it for further analysis. Secondary data is also being collected
from articles, journals etc.
RESEARCH MODEL
The research design clearly examines the impacts of digital marketing in the customer buying
decision. The study mainly focused to examine the intention of the customers to make utilize
of the digital marketing channels in their buying decision.
RESEARCH APPROACH
For this study the survey method is used for collecting data, respondents are requested to fill
the questionnaire by self after explaining the various aspects mentioned in it. It contained
both open and closed ended questions in structured format.
SAMPLING SIZE
The sample size on which the survey conducted on 50 people
LIMITATION OF THE STUDY
The study is limited to kalaburagi city only.
The study is limited to 50 respondents.
HYPOTHESIS
H0: The digital marketing not affects the consumer buying behavior.
H1: The digital marketing affects the consumer buying behavior.
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CHAPTER SCHEME
o The whole project report is divided into 5 chapters

o The first chapter is about research structure, introduction about the industry, company
profile, SWOT analysis, future growth and the area of operation.
o The next part manages the hypothetical foundation of work, theoretical background,
and literature review.
o The third chapter is about the research design and contains about the sampling, mode
of data collection.
o The fourth chapter is information about the project and its understanding with the
collected data and interpreting the outcomes of the collected data.
o The last chapter is about the outcomes , conclusion, suggestion and findings.
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CHAPTER 4
ANALYSIS AND INTERPRETATION
Analysis of Data and Interpretation
Analyze and interpretation is the one of the important stage of a project. In this stage
recorded response are coded, editing tabulated for making counting, editing tabulated and
responded in appropriate pictorial form.
The responses in the questionnaire hence its own value making a true interpretation. There
are 100 respondent for the study they questionnaire are created in a way that the ambiguity is
avoided after preliminary scrutiny of the field questionnaire it is noted that all they important
question which will lead the study.
The response of the questionnaire are tabulated and represented in percentage to get a clear
cut picture about the response it made the interpretation quite easier on the basis of
percentage chart is drawn.
The interpretation for question of which seeks yes/no answers was easy because comparative
majority can be identified by the percentage diagrammatic representation are given for each
question in order to make the findings clearly to the reader along with simple bar diagram it
used to make the presentation more interactive.
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1. AGE GROUP
TABLE-1
Table is showing the age group of the respondents.
AGE NO OF RESPONDENT PERCENTAGE

18-28 38 38
28-38 27 27
38-48 27 27
48 Above 8 8
TOTAL 100 100
GRAPH-1
AGE
40
35
30
25
20 38
15
27 27
10
5 8
0
18-28 28-38 28-38 48 Above
AGE
Interpretation
From the above table and graph analysis found that there are 38 percent respondents who are
18-28 years of age group, 27 percent respondents of 28-38 years, 27 percent respondents of
38-48 years and 8 percent respondents of 48 above years of age group.
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2. INCOME
TABLE-2
Table is showing the monthly income of respondents.
INCOME NO OF RESPONDENT PERCENTAGE

Below 20000 13 13
20000-50000 29 29
50000-100000 46 46
Above 100000 12 12
Total 100 100
GRAPH-2
INCOME
50
45
40
35
30
25
46
20
15 29
10
5 13 12
0
Below 200000 20000-50000 50000-100000 Above 100000
INCOME
Interpretation
The above table and graph analysis shows that income range of the respondents which
represent that 13 percent respondents have below 20000, 29 percent respondents have 20000-
50000 income, 46 percent respondents have 50000-100000 lakh of income and 12 percent
have above 1 lakh. According to the survey income between 50000 to 100000 have more
number of respondents.
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3. GENDER
TABLE-3
Table is showing the gender of respondents.
GENDER NO OF RESPONDENT PERCENTAGE

MALE 87 87
FEMALE 13 13
TOTAL 100 100
GRAPH-3
GENDER
100
90
80
70
60
50
40 87
30
20
10
13
0
Male Female
GENDER
Interpretation
From the above table and graph analysis its shows that 87 percent respondents is Male and 13
percent respondent is Female.
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4. WHERE ARE YOU LOCATED?
TABLE-4
Table is showing the location of respondents.
LOCATION NO. OF RESPONDENT PERCENTAGE
RURAL 27 27
URBAN 73 73
TOTAL 100 100
GRAPH-4
80
Area
70
60
50
40
73
30
20
27
10
0
Urban Rural
Area
Interpretation
From the above table and graph show the located area of the respondents where the 73
percent of the respondent is of urban area and 27 percent of the respondent is of rural area.
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5. OCCUPATION:
TABLE-5
Table is showing the occupation of respondents.
OPTIONS NO. OF RESPODENTS PERCENTAGE

BUSINESS 40 40
STUDENT 7 7
EMPLOYEE 35 35
OTHERS 18 18
Total 100 100
GRAPH-5
45
Occupation
40
35
30
25
20 40
35
15
10 18
5
7
0
Business Employee Student Others
Occupation
Interpretation
From the above table and graph show the occupation of the respondents where the 40 percent
respondents have business, 35 percent respondents are employee, 7 percent respondents are
students and 18 percent are others.
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6. HAVE YOU EVER VISITED A GULBARGA KIA SHOWROOM?
TABLE-6
Table is showing the visitor of respondents.
YES 62 62
NO 38 38
TOTAL 100 100
GRAPH-6
Visitors
70
60
50
40
30 62
20 38
10
0
Yes No
Visitors
Interpretation
From the table and graph shows the visitor of KIA showroom Gulbarga where the 62 percent
of the respondents said Yes and 38 percent of the respondents said No.
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7. WHICH CAR BRAND(S) DO YOU OWN?
TABLE-7
Table is showing brands own by the respondents.

FORD 10 10
HONDA 21 21
KIA 42 42
OTHERS 27 27
TOTAL 100 100
GRAPH-7
BRANDS
45
40
35
30
25
20 42
15
27
10 21
5 10
0
FORD HONDA KIA OTHERS
BRANDS
Interpretation
From the above table and graph shows the brand own by the respondents where the 10
percent of the respondents own the Ford brand, 21 percent of the respondents own the Honda
brand, 42 percent of the respondents own the Kia and 27 percent of the respondents own the
others brand.
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8. WHETHER YOU’RE THE CUSTOMER OF KIA SHOWROOM?
TABLE-8
Table is showing response for the customer of KIA.
OPTIONS NO. OF RESPONDENTS PERCENTAGE
YES 51 51
NO 49 49
TOTAL 100 100
GRAPH-8
CUSTOMER OF KIA
51.5
51
50.5
50
49.5 51
49
48.5 49
48
YES NO
CUSTOMER OF KIA
Interpretation
From the above table and graph show the customers of KIA Gulbarga where 51 percent of the
respondents said Yes and 49 percent of the respondents said No.
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9. WHICH IS YOUR FAVORITE MODEL OF KIA?
TABLE-9
Table is showing the favorite model of KIA of the respondents.

CARNIVAL 16 16
SELTOS 47 47
CARNES 17 17
SONET 20 20
TOTAL 100 100
GRAPH-9
FAVORITE
50
45
40
35
30
25
47
20
15
10 20
16 17
5
0
CARNIVAL SELTOS CARNES SONET
FAVORITE
Interpretation
From the above table and graph show the respondents favorite model of KIA where 16
percent of the respondents as Carnival favorites, 47 percent of the respondents as Seltos
favorites, 17 percent of the respondents as Carens favorites and 20 percent of the respondents
as Sonet favorites.
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10. WHICH BRAND COMES TO THE MIND WHEN THINKING OF CAR?
TABLE-10
Table is showing responses for the brands which comes in mind when thinking about car.
OPTIONS NO. OF RESPDENTS PERCENTAGE

FORD 8 8
KIA MOTORS 53 53
HONDA MOTORS 16 16
SUZUKI MOTORS 9 9
OTHER 14 14
TOTAL 100 100
GRAPH-10
Brand Come to in your Mind

30
25
20
15
27 27
10 19
15
12
5
0
FORD KIA MOTORS HONDA MOTORS SUZUKI MOTORS OTHER
Brand Come to in your Mind
Interpretation
From the above table and graph we come to know 15 percent of the respondents think about
Ford , 27 percent of the respondents thinks about Kia , 12 percent of the respondents think
about Honda 27 percent of the respondents think about Suzuki and 19 percent of the
respondents think about others which show the brand come to in mind when thinks about car.
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11. ARE YOU AGREE IN COMPARING PRICE?
TABLE-11
Table is showing the responses agree for comparing the price of cars.
OPTIONS NO. OF RESPODENT PERCENTAGE

STRONGLY AGREE 36 36
AGREE 54 54
DISAGREE 10 10
STRONGLY DISAGREE 0 0
TOTAL 100 100
GRAPH-11
COMPARING OF PRICE
60
50
40
30
54
20
36
10
10
0 0
STRONGLY AGREE AGREE DISAGREE STRONGLY DISAGREE
COMPARING OF PRICE
Interpretation
From the above table and graph we come to know the respondents where 36 percent strongly
agree, 54 percent agree, 10 percent disagree that for the comparing of price.
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12. WHAT IS YOUR PREFERRED SOURCE OF INFORMATION FOR BUYING
DECISION.
TABLE-12
Table is showing responses preferred source of information for buying decision.

COMPANY WEBSITE 19 19
SOCIAL MEDIA 26 26
ADVERTISMENT 19 19
FRIENDS OR RELATIVES 36 36
TOTAL 100 100
GRAPH-12
PREFERED SOURCE OF INFORMATION

40
35
30
25
20
36
15
26
10 19 19
0
COMPANY WEBSITE SOCIAL MEDIA ADVERTISMENT FRIENDS OR RELATIVES
PREFERED SOURCE OF INFORMATION
Interpretation
From the above table and graph show the preferred source of information for buying decision
of the respondents where 19 percent prefer company websites, 26 percent prefer social media,
19 percent prefer advertisement, 36 percent prefer friends or relatives.
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13. DIGITAL MEDIA INFLUENCE YOUR BUYING DECISION
TABLE-13
Table is showing respondents view towards the digital media influence for buying decision.

STRONGLY AGREE 8 8
AGREE 33 33
DISAGREE 8 8
STRONGLY DISAGREE 20 20
NEUTRAL 31 31
TOTAL 100 100
GRAPH-13
DIGITAL MEDIA INFLUENCE FOR BUYING

DECISION
35
30
25
20
33 31
15
10 20
5
8 8
0
STRONGLY AGREE AGREE DISAGREE STRONGLY NEUTRAL
DISAGREE
DIGITAL MEDIA INFLUENCE FOR BUYING DECISION
Interpretation
From the above table and graph show the view towards the digital media influence for buying
decision of the respondents where 8 percent strongly agree, 33 percent agree, 8 percent
disagree, 20 strongly disagree, 31 percent of the respondents are neutral.
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14. DO YOU PAY ATTENTION TO ADVERTISEMENT ON SOCIAL MEDIA
WEBSITES?
TABLE-14
Table is showing respondents attention towards the advertisement on social media websites.

YES 84 84
NO 16 16
TOTAL 100 100
GRAPH-14
ATTENTION TOWARDS ADVERTISMENT IN

SOCIAL MEDIA
90
80
70
60
50
40 84
30
20
10 16
0
YES NO
ATTENTION TOWARDS ADVERTISMENT IN SOCIAL MEDIA
Interpretation
From the above table and graph show the respondents pay attention towards the
advertisements on social media websites where 84 percent of the respondents said Yes and 16
percent of the respondents said No.
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15. WHAT DO YOU LOOK OUT FOR IN A KIA ADVERTISEMENT?
TABLE-15
Table is showing the respondents look out for in KIA advertisement.

PRODUCT INFORMATION 20 20
MODELS 28 28
PRICE INFORMATION 22 22
CUSTOMER REVIEW 16 16
OTHER 14 14
TOTAL 100 100
GRAPH-15
LOOK OUT FOR IN KIA ADVERTISMENT

30
25
20
15
28
22
10 20
16
14
5
0
PRODUCT MODELS PRICE CUSTOMER OTHER
INFORMATION INFORMATION REVIEW
LOOK OUT FOR IN KIA ADVERTISMENT
Interpretation
From the above table and graph show the respondents look out for in KIA advertisement
where the 20 percent for product information, 28 percent for models, 22 percent for price
information, 16 percent customer review and 14 percent for others.
=
16. IF YOU ARE THE CUSTOMER OF KIA, HOW SATISFIED ARE YOU WITH,
THE PRODUCT YOU PURCHASED
TABLE-16
Table is showing the response satisfaction for the product they purchased.

VERY SATISFIED 10 10
SATISFIED 28 28
NEUTRAL 11 11
DISSATIESFIED 2 2
VERY DSISATISFIED 0 0
NOT A CUSTOMER OF KIA 49 49
TOTAL 100 100
GRAPH-16
SATISFACTION FOR THE PRODUCT

60
50
40
30
49
20
28
10
10 11
0 2 0
VERY SATISFIED SATISFIED NEUTRAL DISSATISFIED VERY NOT A
DISSATISFIED CUSTOMER OF
KIA
SATISFACTION FOR THE PRODUCT
Interpretation
From the above table and graph show the satisfaction for the product they purchased of the
respondents where 10 percent very satisfied, 28 percent satisfied, 11 percent neutral, 2
percent dissatisfied 49 percent not a customer of Kia.
=
17. DOES DIGITAL CHANNEL CHANGE YOUR OPINION TOWARDS THE
BUYING DECISION?
TABLE-17
Table is showing the response for digital channel change your opinion towards the buying
decision.

YES 72 72
NO 28 28
TOTAL 100 100
GRAPH-17
DIGITAL CHANNEL CHANGE YOUR OPINION

80
70
60
50
40
72
30
20
28
10
0
YES NO
DIGITAL CHANNEL CHANGE YOUR OPINION
Interpretation
From the above table and graph show the digital channel change the opinion of respondents
towards buying behavior where 72 percent of the respondents said Yes and 28 percent of the
respondents said No.
=
18. DOES DIGITAL MEDIA REDUCE THE TIME TAKEN FOR COLLECTING
NECESSARY INFORMATION ON BUYING DECISIONS AS COMPARED TO
TRADITIONAL MEDIA?
TABLE-18
Table is showing response for digital media reduce the time taken for collecting necessary
information on buying decisions as compared to traditional media.

YES 91 91
NO 9 9
TOTAL 100 100
GRAPH-18
DM REDUCE TIME
100
90
80
70
60
50
91
40
30
20
10
9
0
YES NO
DM REDUCE TIME
Interpretation
From the above table and graph show the digital media reduce the time taken for collecting
necessary information on buying decisions as compared to traditional media where 91 percent
of the respondents said Yes and 09 percent of the respondents said No.
=
19. WHICH DIGITAL CHANNEL INFLUENCE YOU MORE FOR BUYING A
PRODUCT?
TABLE-19
Table is showing the response for digital channel influence for more buying product.
OPTIONS NO. OF RESPODENTS PPERCENTAGE

WEBSITE 20 20
SOCIAL MEDIA 28 28
YOUTUBE 19 19
DIGITAL TELEVISION 14 14
PHONE 19 19
TOTAL 100 100
GRAPH-19
DIGITAL CHANNEL INFLUENCE FOR MORE BUYING

PRODUCT
30
25
20
15
28
10 20 19 19
14
5
0
WEBSITE SOCIAL MEDIA YOUTUBE DIGITAL TV PHONE
DIGITAL CHANNEL INFLUENCE FOR MORE BUYING PRODUCT
Interpretation
From the above table and graph show the how the digital channel influence for more buying
product for respondents where 20 percent influence by websites, 28 percent influence by
social media, 19 percent by YouTube, 14 percent by digital TV, and 19 percent of
respondents are influence by phone.
=
20. ARE YOU AWARE ABOUT DIGITAL MARKETING?
TABLE-20
Table is showing responses for aware about digital marketing.

YES 92 92
NO 8 8
TOTAL 100 100
GRAPH-20
AWARE ABOUT DM
100
90
80
70
60
50
92
40
30
20
10
8
0
YES NO
AWARE ABOUT DM
Interpretation
From the above table and graph show the aware about digital marketing where 92 percent of
the respondents said Yes and 8 percent of the respondents said No.
=
21. ARE YOU SATISFIED WITH DIGITAL MARKETING?
TABLE-21
Table is showing response for satisfied with digital marketing.

YES 90 90
NO 10 10
TOTAL 100 100
GRAPH-21
SATISFACTION WITH DM
100
90
80
70
60
50
90
40
30
20
10
10
0
YES NO
SATISFACTION WITH DM
Interpretation
From the above table and graph show the respondents satisfied with digital marketing where
90 percent of the respondents said Yes and 10 percent of the respondents said No.
=
22. ON SCALE OF 0-5 DOES DIGITAL MARKETING PROVIDE BULK
INFORMATION_____?
TABLE-22
Table is showing the respondents rating on digital marketing provide bulk information.

5 26 26
4 50 50
3 21 21
2 1 1
1 1 1
0 0 0
TOTAL 100 100
GRAPH-22
DM PROVIDE BULK INFORMATION

60
50
40
30
50
20
26
10 21
0 1 1 0
5 4 3 2 1 0
DM PROVIDE BULK INFORMATION
Interpretation
From the above and graph we found that the digital media provide the bulk information
where 26 percent of the respondents rated as 5, 50 percent of the respondents rated as 4, 21
percent of the respondents rated as 3, 1 percent of the respondents rated as 2 and 1 percent of
the respondents rated as 1.
=
23. ON SCALE OF 0-5 DOES DIGITAL MARKETING PROVIDE PRICE
COMPARISON_____?
TABLE-23
Table is showing the response for digital marketing provide price comparison.
OPTIONS NO. OF RESPDENTS PERCENTAGE

5 46 46
4 38 38
3 11 11
2 3 3
1 2 2
0 0 0
TOTAL 100 100
GRAPH-23
DM PROVIDE PRICE COMPARISON

50
45
40
35
30
25
46
20 38
15
10
5 11
0 3 2 0
5 4 3 2 1 0
DM PROVIDE PRICE COMPARISON
Interpretation
=
24. ON SCALE OF 0-5 DOES DIGITAL MARKETING PROVIDE CONTENT
ABOUT CAR_____?
TABLE-24
Table is showing the response for digital marketing provide content about car.

5 33 33
4 40 40
3 22 22
2 2 2
1 1 1
0 0 0
TOTAL 100 100
GRAPH-24
DM PROVIDE CONTENT ABOUT CAR

45
40
35
30
25
20 40
15 33
10 22
5
0 2 1 0
5 4 3 2 1 0
DM PROVIDE CONTENT ABOUT CAR
Interpretation
=
25. ON SCALE OF 0-5 DOES DIGITAL MARKETING TIME SAVING
INFORMATION SEARCHING____?
TABLE-25
Table is showing the responses for digital marketing time saving information searching.

5 44 44
4 41 41
3 12 12
2 2 2
1 1 1
0 0 0
TOTAL 100 100
GRAPH-25
DM TIME SAVING INFORMATION SEARCHING

50
45
40
35
30
25
44 41
20
15
10
5 12
0 2 1 0
5 4 3 2 1 0
DM TIME SAVING INFORMATION SEARCHING
Interpretation
=
26. ON SCALE OF 0-5 DOES DIGITAL MARKETING HELPS EASY SELECTION
OF CAR____?
TABLE-26
Table is showing the response for digital marketing helps easy selection of car.

5 26 26
4 46 46
3 25 25
2 1 1
1 1 1
0 0 0
TOTAL 100 100
GRAPH-26
DM HELPS EASY SELECTION OF CAR

50
45
40
35
30
25
46
20
15
26 25
10
5
0 1 1 0
5 4 3 2 1 0
DM HELPS EASY SELECTION OF CAR
Interpretation
=
27. ON SCALE OF 0-5 DOES DIGITAL MARKETING HELPS QUICK DECISION
MAKING___?
TABLE-27
Table is showing the response for digital marketing helps quick decision making.

5 39 39
4 45 45
3 14 14
2 2 2
1 0 0
0 0 0
TOTAL 100 100
GRAPH-27
DM HELPS QUICK DECISION MAKING

50
45
40
35
30
25
45
20 39
15
10
14
5
0 2 0 0
5 4 3 2 1 0
DM HELPS QUICK DECISION MAKING
Interpretation
=
28. ON SCALE OF 0-5 DOES DIGITAL MARKETING HELP CAR BRAND
SELECTION___?
TABLE-28
Table is showing the range response for digital marketing help car brand selection.
OPTION NO. OF RESPODENTS PERCENTAGE

5 38 38
4 36 36
3 17 17
2 6 6
1 2 2
0 0 0
TOTAL 1 1
GRAPH-28
DM HELP CAR BRAND SELECTION

40
35
30
25
20 38 36
15
10
17
5
6
0 2 0
5 4 3 2 1 0
DM HELP CAR BRAND SELECTION
Interpretation
=
=

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CHAPTER 1

MR. RAJKUMAR BILGUNDI Managing Director

Mr. Basawaraj Group General Manager

Mr. Martin Luther Assistant General Manager

Mr. Ravindra Chauhan Sales Manager

Mr. Shivshankaraya General Manager- Service

Mr. Anand Khanapure Customer Care Manager

Mrs. Raheemunisa HR Manager

Engine (L) 2.2 (l)

Drive System 2WD

Fuel Type Diesel

Max. Torque (Nm/ rpm) 440 / 1 750 ~ 2 750

Prestige 7 Seater Limousine 7VIP Seater

Prestige 6 Seater Limousine 7VIP Seater

Engine (cc) 1 497

Transmission 6MT / 6iMT/ IVT

Drive System 2WD

Fuel Type Petrol

Max. Torque (Nm/ rpm) 144 / 4500

SELTOS GTX(O) Smartstream

SELTOS HTE Smartstream

Engine (cc) 1 497

Drive System 2WD

Fuel Type Petrol

Max. Torque (Nm/ rpm) 144 / 4500

CARENS Prestige Plus

CARENS Luxury Plus

Engine (cc) 1197

Drive System 2WD

Fuel Type Petrol

Max. Torque (Nm/ rpm) 115 / 4 200

Kia Service ensures that we at Kia are

1. Connected through digital service

2. Adaptive to your specific needs

3. Responsive through network and offerings

 350 Touch points: Widespread Kia network to support customers requirements

4. Engage for a better future

 Dry Wash: Water less wash, together for a better future

Our Future Together

Toyota is a Japanese multinational automotive manufacturer headquartered in Toyota,

SELTOS CRETA XUV 700

SONET TATA NEXON BREZZA

SWOT Analysis is a proven management framework which enables a brand like

Kia Motors Strengths

 One of South Korea’s largest Automobile producer

Kia Motors Weaknesses

 Venture into emerging economies which a huge markets.

Fiscal year is Jan- 2021 2020 2019 2018 2017

Cash and short-term 17,538,481 14,715,69,686 9,013,379 8,511,002 9,624,399

Cash only 11,533,710 10,160,697 4,268,716 2,292,659 1,56,878

Short-term 6,004,771 4,554,989 4,744,663 6,218,343 8,062,521

Cash & short-term 19.18% 63.26% 5.90% -11.57% -

Cash & ST 26.24% 24.33% 16.29% 16.43% 18.40%

Total accounts 3,990,868 3,935,870 3,776,438 3,789,071 3,256,861

Accounts receivable, 1,877,698 1,819,008 2,154,695 2,049,248 2,092,975

Account receivable, 1,883,698 1,917,784 2,225,931 2,147,111 5,819,938

Bad debt/doubtful (96,188) (98,776) (101,236) (97,863) (3,726,96

Other receivables 2,203,170 2,116,862 1,621,743 1,739,823 1,163,886

Accounts receivable 1.40% 4.22% -0.33% 16.34% -

Accounts receivable 17.51 15.03 15.40 14.30 16.44

Inventories 7,087,685 7,093,959 8,108,681 7,233,947 8,543,645

Finished goods 5,241,478 5,710,169 6,715,131 6,126,418 7,377,279

Marketing automation is an integral platform that ties all of your digital marketing