A

PROJECT REPORT
ON
“A STUDY ON ANALYSIS OF CUSTOMER SATISFACTION WITH RESPECT TO KY
HYUNDAI: ANANTNAG, JAMMU AND KASHMIR”
AT
“KY HYUNDAI: ANANTNAG”

JAMMU AND KASHMIR

BY
AADIL AHMED PADDER
(ROLL NO. 0201MBA21)
(BATCH 2021-2023)
UNDER THE GUIDANCE OF MR. AAMIR SHAFI DAR
SUBMITTED TO
THE BUSINESS SCHOOL, BHADERWAH CAMPUS

IN PARTIAL FULFILLMENT OF THE REQUIREMENT FOR THE AWARD OF THE

DEGREE OF MASTER OF BUSINESS ADMINISTRATION (MBA)
 DECLARATION

I, the undersigned, hereby declare that the Project Report entitled “A Study on

Analysis of Customer Satisfaction with respect to KY Hyundai Anantnag”
written and submitted by me to The Business School Jammu University, in
partial fulfilment of the requirement for the award of degree of Masters in
Business Administration under the guidance of Mr. Aamir Shafi Dar is my
original work and the conclusions drawn therein are based on the material
collected by myself.

AADIL AHMED PADDER

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  ACKNOWLEDGEMENT

I have taken efforts in this project. However, it would not have been possible
without the kind support and help of many individuals and organization. I
would like to extend my sincere thanks to all of them.
I am highly indebted to Mr. Aamir Shafi Dar for his guidance and constant
supervision as well as for providing necessary information regarding the project
and also for his support in completing the project.
I would like to express my gratitude towards management and employees of KY
Hyundai Anantnag for their kind co-operation and encouragement which
helped me in completion of this project.
I would like to express my special gratitude and thanks to Mr. Aamir Shafi Dar
for giving me such attention and time.
I would also like to express my special gratitude and sincere thanks to the HOD
The Business School Bhaderwah Campus for giving me an opportunity to
discover more knowledge.

AADIL AHMED PADDER

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PROJECT TITLE:
“A Study on Analysis of Customer Satisfaction with respect to KY
Hyundai Anantnag”

OBJECTIVE OF THE PROJECT:

a) PRIMARY OBJECTIVES
1) To study the customer satisfaction level for the company KY Hyundai
Anantnag.
2) To understand various problems faced by customers of KY Hyundai
Anantnag.
3) To understand the awareness about the company’s products among the
customers.

b) SECONDARY OBJECTIVES
1) To analyse complaints of customers towards products and services.
2) To collect the information of availability of particular product and services.
3) To find out the customer interest for the company’s products.
4) To develop effective solution to the problems faced by customers.

SCOPE OF THE PROJECT

1. To find out prospective customers.
2. It helps in finding competitors strength as well as its weaknesses.
3. This survey helps the company to find its loophole in overall services
which is provided by them.
4. It is helpful to perceive the customers.
5. It is helpful to understand and analyse the factors that influence the
customers.

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LOCATION
The region covered under our project is as follows:
1) Anantnag and Sub-urbans.

DURATION OF THE PROJECT:

 45 Working Days.

REASON FOR CHOOSING THIS COMPANY & THIS PROJECT:

 Hyundai cars are feature loaded.
 Hyundai has introduced a great line up of cars that have a futuristic
design.
 Hyundai has a range of powerful engines.
 Nowadays it is mandatory that an organization remains accustomed to
changes and continuous development for the purpose of survival of the
organization and also for maintaining the growth.
 Customer Satisfaction research is one of the basic forms of market
research. It is a linchpin in process improvement, offers a portal to
customer feedback, and is used to evaluate products and services.
 It’s a course of research that virtually all businesses have considered, and
in a lot of cases implemented.

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 THEORETICAL BACKGROUND

5 Steps of Customer’s Buying Process:

 The Customer Buying Process (also called a Buying Decision Process)
describes the process your customer goes through before they buy your
product. Understanding your customer’s buying process is not only very
important for your Salespeople, it will also enable you to align your sales
strategy accordingly. The process has been interpreted by many scholars
over the years; however, the five stages framework remains a good way
to evaluate the customer’s buying process. John Dewey first introduced
the following five stages in 1910:

PROBLEM
RECOGNITION INFORMATION
SEARCH
EVALUATION OF
ALTERNATIVES
PURCHASE
POSTPURCHASE
EVALUATION/ THEORY
BEHAVIOURS COMPLICATIONS

 1. Problem/Need Recognition: This is often identified as the first and

most important step in the Customer’s Decision Process. A purchase
cannot take place without the recognition of the need. The need may
have been triggered by internal stimuli (such as hunger or thirst) or
external stimuli (such as advertising or word of mouth).
 2. Information Search: Having recognised a problem or need, the
next step a customer may take is the Information Search stage, in order to
find out what they feel is the best solution. This is the buyer’s effort to
search internal and external business environments, in order to identify
and evaluate information sources related to the central buying decision.
Your customer may rely on print, visual, online media or word of mouth
for obtaining information.

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 3. Evaluation of Alternatives As you might expect, customers will
evaluate different products or brands at this stage on the basis of
alternative product attributes – those which have the ability to deliver
the benefits the customer is seeking. A factor that heavily influences this
stage is the customer’s attitude. Involvement is another factor that
influences the evaluation process. For example, if the customer’s attitude
is positive and involvement is high, then they will evaluate a number of
companies or brands; but if it is low, only one company or brand will be
evaluated.
 4. Purchase Decision: The penultimate stage is where the purchase
takes place. Philip Kotler (2009) states that the final purchase decision
may be ‘disrupted’ by two factors: negative feedback from other
customers and the level of motivation to accept the feedback. For
example, having gone through the previous three stages, a customer
chooses to buy a new telescope. However, because his very good friend,
a keen astronomer, gives him negative feedback, he will then be bound to
change his preference. Furthermore, the decision may be disrupted due
to unforeseen situations such as a sudden job loss or relocation.
 5. Post-Purchase Behaviour: In brief, customers will compare
products with their previous expectations and will be either satisfied or
dissatisfied. Therefore, these stages are critical in retaining customers.
This can greatly affect the decision process for similar purchases from the
same company in the future, having a knock-on effect at the Information
Search stage and Evaluation of Alternatives stage. If your customer is
satisfied, this will result in brand loyalty, and the Information Search and
Evaluation of Alternative stages will often be fast-tracked or skipped
altogether.

 CUSTOMER SATISFACTION AND DELIGHT:

Customer satisfaction: Is a term frequently used in marketing. It is a
measure of how products and services supplied by a company meet or
surpass customer expectation. Customer satisfaction is defined as "the
number of customers, or percentage of total customers, whose reported
experience with a firm, its products, or its services (ratings) exceeds
specified satisfaction goals. "In a survey of nearly 200 senior marketing
managers, 71 percent responded that they found a customer satisfaction
metric very useful in managing and monitoring their businesses.
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 Purpose of Customer satisfaction:

ASK
custome Fix it,
rs if they improve
like the it, make
new changes
product
Assess Sell the
progress improve
(is it d
selling?) product

A business ideally is continually seeking feedback to improve customer

satisfaction.

"Customer satisfaction provides a leading indicator of customer purchase

intentions and loyalty." "Customer satisfaction data are among the most
frequently collected indicators of market perceptions. Their principal use is
twofold:"
1. "Within organizations, the collection, analysis and dissemination of these
data send a message about the importance of tending to customers and
ensuring that they have a positive experience with the company's goods and
services.
2. "Although sales or market share can indicate how well a firm is performing
currently, satisfaction is perhaps the best indicator of how likely it is that the
firm’s customers will make further purchases in the future. Much research has
focused on the relationship between customer satisfaction and retention.
Studies indicate that the ramifications of satisfaction are most strongly realized
at the extremes."
On a five-point scale, "individuals who rate their satisfaction level as '5' are
likely to become return customers and might even evangelize for the firm. (A
second important metric related to satisfaction is willingness to recommend.
This metric is defined as "The percentage of surveyed customers who indicate
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that they would recommend a brand to friends." When a customer is satisfied
with a product, he or she might recommend it to friends, relatives and
colleagues. This can be a powerful marketing advantage.) "Individuals who rate
their satisfaction level as '1,' by contrast, are unlikely to return. Further, they
can hurt the firm by making negative comments about it to prospective.

CUSTOMER DELIGHT:
Customer delight is surprising a customer by exceeding his/her expectations
and thus creating a positive emotional reaction. This emotional reaction leads
to Word of Mouth. Customer Delight directly affects sales and profitability of a
company as it helps to distinguish the company and its products and services
from the competition. In the past customer satisfaction has been seen as a key
performance indicator. Customer satisfaction measures the extent to which
the expectations of a customer are met (compared to expectations being
exceeded). However, it has been discovered that mere customer satisfaction
does not create brand loyalty nor does it encourage positive word of mouth.
Customer Delight can be created by the product itself, by accompanied
standard services and by interaction with people at the front line. The
interaction is the greatest source of opportunities to create delight as it can be
personalized and tailored to the specific needs and wishes of the customer.
During contacts with touch points in the company, more than just customer
service can be delivered. The person at the front line can surprise by showing a
sincere personal interest in the customer, offer small attentions that might
please or find a solution specific to particular needs. Those front-line
employees are able to develop a relationship between the customer and the
brand. Elements in creating motivated staff are: recruiting the right people,
motivating them continuously and leading them in a clear way.

PURPOSE OF CUSTOMER DELIGHT:

There are three objectives when implementing Customer Delight
 First, make customers loyal. As described by Sewell, that finding new
customers costs 4 to 9 times more time and money than reselling to an

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 existing client. It is thus commercially intelligent to retain as many clients
as possible.
 A second objective is to have customers that are more profitable. Average
delighted customers spend more with less hassle. As can be seen with the
list of Van Setten, when all other elements are correct, clients accord less
importance to price (as long as their perception of price remains
reasonable).
The last objective of Customer Delight is to have clients talk positively about
your product, brand or shop, the so-called Word of Mouth. In a world of well-
informed customers, 92% of customers consider word of mouth as the most
reliable source of information. Delighted clients are a valuable source of
advertisement for your company.

CUSTOMER ANALYSIS - CONSUMPTION AND POST-

PURCHASE BEHAVIOR
Consumption and Post-Purchase Behaviour
 Many different types of consumption
 Ritual, sacred, profane, and compulsive consumption
 Customer satisfaction and dissatisfaction
 Purchase-associated cognitive dissonance
 post-purchase behaviour
 Product disposition

Product and Service Consumption

 Consumption is the possession and/or use of goods and services and the
benefits they deliver.
 Consumption situation
 Physical context: time and place of consumption
 Social context: the presence of others
 Consumption episode: the set of items belonging to the same event and
occurring in temporal proximity
 Consumption system: a bundle of goods and services that are consumed
over time in multiple episodes

Satisfaction versus Dissatisfaction

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  The level of satisfaction or dissatisfaction we experience depends upon
how well the product’s performance meets our expectations.
 A finite time period of possession is necessary to determine satisfaction.
 Satisfaction is not easily measured because:
 It means different things to different people
 The level of satisfaction can change over time
 Satisfaction can change when consumer needs and preferences change
 Satisfaction includes a social dimension (the experience of others may add
or subtract from our own satisfaction)

Expectation and Satisfaction

 Product experiences can be classified into three types based on the

degree to which consumer expectations are fulfilled (confirmation) or not
(expectancy disconfirmation):
 Simple confirmation: the purchase performs as expected (satisfaction)
 Positive disconfirmation: when performance is better than expected
(much higher satisfaction)
 Negative disconfirmation: when the purchase falls short of expectations
(dissatisfaction)

If the negative disparity is wide it may lead to the contrast effect (poor
performance is magnified by the customers).

The 7 Ps of Services:

The first four elements in the services marketing mix are the same as those
in the traditional marketing mix. However, given the unique nature of
services, the implications of these are slightly different in case of services.

PRODUCT
In case of services, the ‘product’ is intangible, heterogeneous and
perishable. Moreover, its production and consumption are inseparable.
Hence, there is scope for customizing the offering as per customer
requirements and the actual customer encounter therefore assumes
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 particular significance. However, too much customization would
compromise the standard delivery of the service and adversely affect its
quality. Hence particular care has to be taken in designing the service
offering.

PRICING
Pricing of services is tougher than pricing of goods. While the latter can be
priced easily by taking into account the raw material costs, in case of
services attendant costs - such as labour and overhead costs - also need to
be factored in. The final price for the service is then arrived at by including
a mark-up for an adequate profit margin.

PLACE
Since service delivery is concurrent with its production and cannot be
stored or transported, the location of the service product assumes
importance. Service providers have to give special thought to where the
service would be provided. Thus, a fine dine restaurant is better.

PROMOTION
Since a service offering can be easily replicated promotion becomes crucial in
differentiating a service offering in the mind of the customer. Thus, service
providers offering identical services such as airlines or banks and insurance
companies invest heavily in advertising their services. This is crucial in
attracting customers in a segment where the services providers have nearly
identical offerings.
The final three elements of the services marketing mix - people, process and
physical evidence - are unique to the marketing of services.

PEOPLE
People are a defining factor in a service delivery process, since a service is
inseparable from the person providing it. Thus, a restaurant is known as much
for its food as for the service provided by its staff. The same is true of banks
and department stores. Consequently, customer service training for staff has
become a top priority for many organizations today.

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PROCESS
The process of service delivery is crucial since it ensures that the same
standard of service is repeatedly delivered to the customers. Therefore, most
companies have a service blueprint which provides the details of the service
delivery process, often going down to even defining the service script and the
greeting phrases to be used by the service staff.

PHYSICAL EVIDENCE
Since services are intangible in nature, most service providers strive to
incorporate certain tangible elements into their offering to enhance customer
experience. Many hair salons invest in comfortable and stylish sitting areas
with magazines and plush sofas for patrons to read and relax while they wait.
Similarly, many restaurants invest heavily in their interior design and
decorations to offer a tangible and unique experience to their guests.

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 THE AUTOMOBILE SECTOR IN INDIA

INTRODUCTION
The Indian automobile industry has historically been a good indicator of how
well the economy is doing, as the automobile sector plays a key role in both
macroeconomic expansion and technological advancement. The two-wheelers
segment dominates the market in terms of volume, owing to a growing middle
class and a huge percentage of India’s population is young. Moreover, the
growing interest of companies in exploring the rural markets further aided the
growth of the sector. The rising logistics and passenger transportation
industries are driving up demand for commercial vehicles. Future market
growth is anticipated to be fuelled by new trends including the electrification
of vehicles, particularly three-wheelers and small passenger automobiles.
India enjoys a strong position in the global heavy vehicles market as it is the
largest tractor producer, second-largest bus manufacturer, and third-largest
heavy truck manufacturer in the world. India’s annual production of
automobiles in FY22 was 22.93 million vehicles.

India is also a prominent auto exporter and has strong export growth
expectations for the near future. In addition, several initiatives by the
Government of India such as the Automotive Mission Plan 2026, scrappage
policy, and production-linked incentive scheme in the Indian market are

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expected to make India one of the global leaders in the two-wheeler and four-
wheeler market by 2022.

MARKET SIZE
The Indian passenger car market was valued at US$ 32.70 billion in 2021, and it
is expected to reach a value of US$ 54.84 billion by 2027 while registering a
CAGR of over 9% between 2022-27.
The electric vehicle (EV) market is estimated to reach Rs. 50,000 crore (US$
7.09 billion) in India by 2025. A study by CEEW Centre for Energy Finance
recognised a US$ 206 billion opportunity for electric vehicles in India by 2030.
This will necessitate a US$ 180 billion investment in vehicle manufacturing and
charging infrastructure.
According to NITI Aayog and the Rocky Mountain Institute (RMI), India's EV
finance industry is likely to reach Rs. 3.7 lakh crore (US$ 50 billion) by 2030. A
report by the India Energy Storage Alliance estimated that the EV market in
India is likely to increase at a CAGR of 36% until 2026. In addition, the
projection for the EV battery market is expected to expand at a CAGR of 30%
during the same period.
Indian automotive industry is targeting to increase the export of vehicles by
five times during 2016-26. In FY22, total automobile exports from India stood
at 5,617,246.

Number of Automibiles Produced in India(in million)

35
30.92
30 29.07
26.36
25.33
25
22.65

20

15 12.95

10

0 0 0 0 0
0
FY17 FY18 FY19 FY20 FY21 FY22(Unit October 2021)
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INVESTMENTS
To keep up with the growing demand, several auto makers have started
investing heavily in various segments of the industry during the last few
months. The industry attracted Foreign Direct Investment equity inflow (FDI)
worth US$ 33.77 billion between April 2000-September 2022, accounting for
5.48% of the total equity FDI during the period.
Some of the recent/planned investments and developments in the automobile
sector in India are as follows:
 In January 2023, MG Motor India to invest US$ 100 million to expand
capacity, eyes 70 percent growth in 2023.

 In December 2022, Mahindra & Mahindra to invest Rs 10,000 crore (US$

1.2 billion) for an EV manufacturing plant in Pune.

 In November 2022, Maruti Suzuki India announced plans to spend nearly

Rs. 7,000 crore (US$ 865.12 million) on several projects this year,
including the building of its new facility in Haryana and the introduction
of new models.

 In October 2022, the total production of passenger vehicles*, three

wheelers, two wheelers, and quadricycles was 2,191,090 units.

 In October 2022, Maruti Suzuki was India’s biggest car seller, with
136,700 units sold.

 In October 2022, Hero MotoCorp sold 507,587 two-wheelers, the highest

in the segment, which gave it a market share of 32.31%.

 In September 2022, Maruti Suzuki launched the Grand Vitara at a starting

price of Rs. 10.45 lakh (US$ 12,915).

 In September 2022, Hero MotoCorp announced an investment of US$ 60

million in California-based Zero Motorcycles to collaborate on the
development of electric motorcycles.

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 In August 2022, Volkswagen Group's Indian subsidiary, Skoda Auto
Volkswagen India, has begun a feasibility study for its next phase of
investment in India after rolling out its India 2.0 strategic plan.

 In July 2022, TVS Motor lines up fresh investments of Rs 1,000 crore in EV

push.

 In April 2022, Tata Motors announced plans to invest Rs. 24,000 crore
(US$ 3.08 billion) in its passenger vehicle business over the next five
years.

 In March 2022, MG Motors, owned by China's SAIC Motor Corp,

announced plans to raise US$ 350-500 million in private equity in India to
fund its future needs, including EV expansion.

 In March 2022, Hyundai plans US$ 79.2 billion investment through 2030,
to focus majorly on EVs.

 In February 2022, a memorandum of understanding (MoU) was signed

between electric two-wheeler company Ather Energy and Electric Supply
Companies (ESCOMs) of Karnataka for setting up 1,000 fast charging
stations across the state.

 In February 2022, Tata Power and Apollo Tyres Ltd announced a strategic
partnership for the establishment of 150 public charging stations across
India.

 In January 2022, Kinetic Green Energy announced plans to invest Rs. 80-
100 crore (~US$ 10-13 million) in a two-wheeler EV project, in
collaboration with Chinese EV major Aima Technology Group.

 Two-wheeler EV maker HOP Electric Mobility, a diversified business

venture of Rays Power Infra, is looking at investing Rs. 100 crore (US$
13.24 million) over the next two years to expand manufacturing capacity
for its EVs.

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  Investment flow into EV start-ups in 2022 (until September 15) has raised
funds worth around US$ 673 million, according to Fintrackr.

 In December 2021, TVS Motor Company and BMW Motorrad, announced

a partnership in the two-wheeler EV space, with plans to release their
first electric two-wheeler within the next two years.

 In December 2021, Hyundai announced plans to invest Rs, 4,000 crore

(US$ 530.25 million) in R&D in India, to launch six EVs by 2028.

 A cumulative investment of Rs. 12.5 trillion (US$ 180 billion) in vehicle

production and charging infrastructure would be required until 2030 to
meet India’s EV ambitions.

GOVERNMENT INITIATIVES
The Government of India encourages foreign investment in the automobile
sector and has allowed 100% FDI under the automatic route. Some of the
recent initiatives taken by the Government of India are:
 In July 2022, Gujarat government announced a semiconductor policy,
where it will set up Dholera Semicon City and offered incentives for
investment in this sector.
 In July 2022, the Government amended the National Policy on Biofuels –
2018. The target of 20% blending of ethanol in petrol and 5% blending of
biodiesel in a diesel by 2030 was brought forward to 2025-26.
 As of July 15, 2022, under the FAME India Scheme I & II, a total of 532 EV
charging stations have been installed by oil companies under the
Ministry of Petroleum and Natural Gas (MoPNG).
 In February 2022, Mr. Nitin Gadkari, Minister of Road Transport and
Highways, revealed plans to roll out Bharat NCAP, India’s own vehicle
safety assessment program.
 In February 2022, 20 carmakers, including Tata Motors Ltd, Suzuki Motor
Gujarat, Mahindra and Mahindra, Hyundai, and Kia India Pvt. Ltd was
chosen to receive production-linked incentives (PLI) as part of the
government's plan to increase local vehicle manufacturing and attract
new investment. The 20 automobile companies have proposed a total
investment of around Rs. 45,000 crore (US$ 5.95 billion).

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  In the Union Budget 2022-23, the government laid out the following
initiatives:
 The government introduced a battery-swapping policy, which will
allow drained batteries to be swapped with charged ones at
designated charging stations, thus making EVs more viable for
potential customers.
 India’s National Highways would be expanded by 25,000 km in 2022-
23 under the Prime Minister’s Gati Shakti Plan.
 In November 2021, the Union Government added >100 advanced
technologies, including alternate fuel systems such as compressed natural
gas (CNG), Bharat Stage VI compliant flex-fuel engines, electronic control
units (ECU) for safety, advanced driver assist systems and e-quadricycles,
under the PLI scheme for automobiles.
 In September 2021, Minister of Road Transport and Highways, Mr. Nitin
Gadkari, announced that the government is planning to make it mandatory
for car manufacturers to produce flex-fuel engines after getting the required
permissions from the Supreme Court of India.
 In September 2021, the Indian government issued a notification regarding a
PLI scheme for automobile and auto components worth Rs. 25,938 crore
(US$ 3.49 billion). This scheme is expected to bring investments of over Rs.
42,500 (US$ 5.74 billion) by 2026 and create 7.5 lakh jobs in India.
 In August 2021, Prime Minister Mr. Narendra Modi launched the Vehicle
Scrappage Policy, which aims to phase out old polluting vehicles in an
environmentally safe manner.
 The Indian government has planned US$ 3.5 billion in incentives over five
years until 2026 under a revamped scheme to encourage the production
and export of clean technology vehicles.
 In July 2021, India inaugurated the NATRAX, which is Asia’s longest high-
speed track and the fifth largest in the world.
 As of June 2021, Rs. 871 crore (US$ 117 million) have been spent under the
FAME-II scheme, 87,659 electric vehicles have been supported through
incentives, and 6,265 electric buses have been sanctioned for various
state/city transportation undertakings.
 In May 2021, the Central Government approved a PLI scheme for
manufacturing Advanced Chemistry Cells (ACC) with a budget of Rs. 18,100
crore (US$ 2.33 billion). In March 2022, four firms, namely Reliance New
Energy Solar Limited, Ola Electric Mobility Private Limited, Hyundai Global

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 Motors Company Limited, and Rajesh Exports Limited, were elected to
receive the incentives.
ROAD AHEAD
The automobile industry is dependent on various factors such as the availability
of skilled labour at low cost, robust R&D centres, and low-cost steel production.
The industry also provides great investment opportunities and direct and
indirect employment to skilled and unskilled labour. The electric vehicles
industry is likely to create five crore jobs by 2030.

In August 2022, the Indian government launched India’s first double-decker

electric bus in Mumbai. Looking long term, the government feels it is necessary
to overhaul the country’s transportation system. It is working to create an
integrated electric vehicle (EV) mobility ecosystem with a low carbon footprint
and high passenger density with an emphasis on urban transportation reform.
The government's strategy and policies are intended to promote greater
adoption of electric vehicles in response to growing customer demand for
cleaner transportation options.

The Government of India expects the automobile sector to attract US$ 8-10
billion in local and foreign investments by 2023. India could be a leader in
shared mobility by 2030, providing opportunities for electric and autonomous
vehicles.

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The Indian auto industry is expected to record strong growth in 2022-23, post
recovering from the effects of the COVID-19 pandemic. Electric vehicles,
especially two-wheelers, are likely to witness positive sales in 2022-23.

Notes: *Data except for BMW, Mercedes, Tata Motors & Volvo Auto
References: International Organization of Motor Vehicle Manufacturers,
Media Reports, Press Releases, Department for Promotion of Industry and
Internal Trade (DPIIT), Automotive Component Manufacturers Association of
India (ACMA), Society of Indian Automobile Manufacturers (SIAM), Union
Budget 2023-24

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 COMPANY PROFILE
HYUNDAI MOTOR COMPANY

History

This Photo by Unknown Author is licensed under CC BY

1982 Hyundai Pony

Chung Ju-Yung (1915–2001) founded the Hyundai Engineering and
Construction Company in 1947. Hyundai Motor Company was later established
in 1967, and the company's first model, the Cortina, was released in
cooperation with Ford Motor Company in 1968. When Hyundai wanted to
develop their own car, they hired George Turnbull in February 1974, the former
managing director of Austin Morris at British Leyland. He in turn hired five
other top British car engineers. They were body designer Kenneth Barnett,

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engineers John Simpson and Edward Chapman, John Crosthwaite, formerly
of BRM, as chassis engineer and Peter Slater as chief development engineer. In
1975, the Pony, the first South Korean car, was released, with styling by Giorgio
Giugiaro of  ItalDesign  and powertrain technology provided by
Japan's Mitsubishi Motors. Exports began in the following year to Ecuador and
soon thereafter to the Benelux countries. Hyundai entered the British market
in 1982, selling 2993 cars in their first year there.
In 1984, Hyundai began exporting the Pony to Canada, but not to the United
States, as the Pony would not pass emissions standards there. Canadian sales
greatly exceeded expectations, and it was at one point the top-selling car on
the Canadian market. In 1985, the one millionth Hyundai car was built. Until
the 1986 introduction of the larger Hyundai Grandeur, Hyundai offered a
locally assembled Ford Granada for the South Korean executive market. The
import of these knocked down kits was permitted as long as Hyundai exported
five cars for every single Granada brought in (the same demands were placed
on Kia).
In 1986, Hyundai began to sell cars in the United States, and the Excel was
nominated as "Best Product #10" by Fortune magazine, largely because of its
affordability. The company began to produce models with its own technology
in 1988, beginning with the midsize Sonata. In the spring of 1990, aggregate
production of Hyundai automobiles reached the four million mark.  In 1991,
the company succeeded in developing its first proprietary gasoline engine, the
four-cylinder Alpha, and also its own transmission, thus paving the way for
technological independence.
In 1996, Hyundai Motor India Limited was established with a production plant
in Irungattukottai near Chennai, India.
In 1998, Hyundai began to overhaul its image in an attempt to establish itself as
a world-class brand. Chung Ju Yung transferred leadership of Hyundai Motor to
his son, Chung Mong Koo, in 1999. Hyundai's parent company, Hyundai Motor
Group, invested heavily in the quality, design, manufacturing, and long-term
research of its vehicles. It added a 10-year or 100,000-mile (160,000 km)
warranty to cars sold in the United States and launched an aggressive
marketing campaign.
In 2004, Hyundai was ranked second in "initial quality" in a survey/study by J.D.
Power and Associates in North America. Hyundai is now one of the top 100

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most valuable brands worldwide according to Interbrand. Since 2002, Hyundai
has also been one of the worldwide official sponsors of the FIFA World Cup.
In 2006, the South Korean government initiated an investigation of Chung
Mong Koo's practices as head of Hyundai, suspecting him of corruption. On 28
April 2006, Chung was arrested, and charged for embezzlement of
100 billion South Korean won (US$106 million). As a result, Hyundai vice
chairman and CEO, Kim Dong-jin, replaced him as head of the company.
On 30 September 2011, Yang Seung Suk announced his retirement as CEO of
Hyundai Motor Co. In the interim replacement period, Chung Mong-koo and
Kim Eok-jo will divide the duties of the CEO position.
In 2014, Hyundai started an initiative to focus on improving vehicle
dynamics in its vehicles and hired Albert Biermann, former Vice President of
Engineering at BMW M, to direct chassis development for Hyundai vehicles,
stating: "The company intends to become a technical leader in ride and
handling, producing vehicles that lead their respective segments for driver
engagement."
On 14 October 2020, Euisun Chung was inaugurated as the new chairman of
the Hyundai Motor Group. His father, Chung Mong-Koo, has been made
Honorary Chairman.
In April 2021, the company said that its profits rose by 187%, the highest rise in
four years. The company recorded a profit of $1.16 billion from the beginning
of 2021 until March.

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 RESEARCH METHODOLOGY
What is research: Research comprises "creative work undertaken on a
systematic basis in order to increase the stock of knowledge, including
knowledge of man, culture and society, and the use of this stock of knowledge
to devise new applications." It is used to establish or confirm facts, reaffirm the
results of previous work, solve new or existing problems, support theorems, or
develop new theories. A research project may also be an expansion on past
work in the field. To test the validity of instruments, procedures, or
experiments, research may replicate elements of prior projects, or the project
as a whole. The primary purposes of basic research (as opposed to applied
research) are
documentation, discovery, interpretation, or the research and development
(R&D) of methods and systems for the advancement of human knowledge.
Approaches to research depend on epistemologies, which vary considerably
both within and between humanities and sciences. There are several forms of
research: scientific, humanities, artistic, economic, social, business, marketing,
practitioner research, etc.

 RESEARCH PROCESS:
Research exercise may take many forms but systematic enquiry is features
common to all such forms. Being a systematic enquiry, it requires careful
planning of the orderly investigation process.

 STAGES IN THE RESEARCH PROCESS:

In planning and designing a specific research project, it is necessary to
anticipate all the steps that must be undertaken if the project is to be
successful in collecting valid and reliable information.
The steps of marketing research process are highlighted in the following flow
diagram.

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 Define Analyze the Formulation of
Problem data conclusion

Extensive Prepare and

Collect the
Literature present the
data
Survey report

Planning
Research Sample Design
Design

RESEARCH DESIGN IS CLASSIFIED AS FOLLOWS

RESEARCHDESIGN

CASUAL/
EXPLORATORY DESCRIPTIVE
EXPERIMENTAL

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Research Type
The type of research conducted for this project was-

Descriptive Research Design:

It includes surveys and fact-finding enquiries of different kinds. It is a fact-
finding investigation with adequate interpretation. It is the simplest type of
research, and is more specific than an exploratory study, as it focuses on
particular aspects of the problem being studied, so research design used for
this project was descriptive research design. Descriptive research method was
the best method applicable to the existing problem mentioned in this project
report. Here the study is conducted to determine the fact i.e., to know the
customer satisfaction about Om logistics Ltd.

METHODOLOGYUSED FOR THE STUDY

Market Research to be an effective tool for analysing the customer satisfaction
for Manufacturing products. Usually, it is said that if marketing would be a
train, then market research would be the locomotive. In other words, market
research should ideally be the starting point on any marketing exercise.
Conducting any marketing exercise- is it related to pricing, promotion or
distribution of a product or service. Without researching the potential market
is as sensible as setting out sell sand in the Sahara Desert. Market research
provides the answers to all the questions that generally occupy the minds of
marketers, at every stage of the marketing process.

Sample Design
 Sampling
An integral component of a research design is sampling plan. Specifically, it
addresses three questions:
1) Whom to survey (the sample unit)?
2) How many to survey (the sample size)? &
3) How to select them (the sampling procedure)

Making the entire universe will be impossible on the account of limitation of

time and money. Hence sampling becomes inevitable. A sample is only a
portion of the universe of population.

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 According to Yule, “The object of sampling to get maximum information about
the parent population with minimum efforts. Properly done procedures are the
representative data of the entire population”.

Sampling Unit: - A decision has to be taken concerning a sample unit before

selecting sample. Sample unit may be geographical one such as State, District
and Village etc. The researcher will have to decide one or more unit that has to
select for his study.

PERIOD OF STUDY:
The period of study has been from May 19th, 2015 to July 16th, 2015

In this Project report, the sampling unit includes the customers from Mumbai
Region.

Sampling Methods
Probability sampling is known as random sampling or chance sampling. Under
this sampling design every item of the universe has equal chance or probability.

 Sample random sampling

 Systematic sampling
 Stratified sampling
 Cluster and Area sampling
 Sequential sampling
 Multi stage sampling
Non-Probability Sampling is also known as deliberate sampling, purposive and
judgmental sampling. Non probability samplings are those that do not provide
every item in the universe with a known chance of being include in the sample.
Non probabilities are of following types:
 Convenience sampling
 Quota sampling
 Judgemental sampling
 Panel sampling

1.Sampling Technique : Random sampling.

2. Sample size : 60 respondents
3. Method : Personal Interview.

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 4.Tool use for interview : Structured questionnaire
5.Data analysis method : Percentage, Tabulation and Graphical method
6.Area of survey : Anantnag and its sub-urbans.
7.Charts : Bar charts and pie charts.

SOURCES OF DATA
Two types of data helped in the completion of the project.
 Primary data Primary data has been collected in only one way i.e.,
survey. About 60 customers participated in the survey. The data is
collected from the buyers of KY Hyundai Anantnag through one-to-one
interaction with the Customers.
 Secondary Data The information about company’s Background, its
products and services and key people is collected through company’s
brochure and company’s officials.

SAMPLING TECHNIQUE USED

Judgmental sampling is the most appropriate for the project, as only the
customers who are using the products can be the sample for the study.
Judgmental sampling is one where the researcher chooses the sample based
on who they think would be appropriate for the study.

DATA COLLECTION METHOD

Questionnaire method seemed most satisfactory for collecting information

from the people. Data is collected by personally interviewing individuals,
recording their answers in a structured questionnaire. A set of questions having
different segments such as Product Performance, Service, and Perception etc.
formed the questionnaire.

 Scaling techniques used for preparing questions

Generally, the questions were designed with the Likert Scale, where the
degree of options for the answer ranging from lowest to highest or vice-
versa, with each option associated with a brief description. An example
of the Likert scale is given below:
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  E.g., Que.- Rate the Performance of the TITANIC movie.
a. Excellent
b. Good
c. Average
d. Poor
e. Bad

Summary of research methodology

1.Research problem “A Study on analysis of

Customer Satisfaction with
respect to KY Hyundai
Anantnag”
2.Research type Descriptive Research

3.Sampling Technique Simple Random Sampling

4.Sample Unit Customers from Anantnag

and its sub-hubs

5.Sample size 60 Respondents

6.Method Face to face

interview/Personal Interview

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LIMITATIONS:
1. As stipulated by the university regulations, the study is undertaken for a
period of 45 days. This is very limited period.

2. When the user/buyer are busy we can’t get accurate data from them.
During survey some respondents may not give answer in a proper
manner or might be their biasness is making some difference between
the actual feedback and given feedback.

3. It is not possible to obtain some confidential data from the organization.

4. Limited time available for interviewing the respondents. As a result of

this it was not possible to gather full information.

5. In the survey at many times, it was found that the customers’

relationship with service provider is not good because service provided
by company is quite costly.

6. It is little bit costly and time consuming to collect primary data through
face-to-face interaction with respondent.

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 DATA ANALYSIS AND INTERPRETATION
Question-1: The Products of KY Hyundai Anantnag are available at reasonable
price: -
Strongly Agree 39
Agree 16
Neither Agree nor Disagree 4
Disagree 1
Strongly Disagree 0
Total 60
Table 5.1

PRODUCT OF KY HYUNDAI ANANTNAG ARE

AVAILABLE AT REASONABLE PRICE

7%
2%
Strongly Agree
Agree
27% Neither Agree nor Disagree
Disagree
Strongly Disagree
65%

Figure 5.1

Interpretation
Out of the 60 responses taken from the customers of KY Hyundai Anantnag
65% of the customers strongly agreed that the products are available at
reasonable price.
27% of the customers agreed that the products are available at reasonable
price.

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7% neither agreed nor disagreed that the products are available at reasonable
price.
1% disagreed that the products are available at reasonable price.

Question-2: Hyundai Motors provides high quality products: -

Strongly Agree 38
Agree 19
Neither Agree nor Disagree 3
Disagree 0
Strongly Disagree 0
Total 60
Table 5.2

Hyundai Motors provides high quality

products

5%

Strongly Agree
Agree
31% Neither Agree nor Disagree
Disagree
Strongly Disagree
64%

Figure 5.2

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Interpretation
Out of 60 responses taken from the customers of Hyundai Motors.
63% of customers strongly agreed that Hyundai Motors provides high quality
products.
32% of customers agreed that Hyundai Motors provides high quality products.
5% neither agreed nor disagreed that Hyundai Motors provides high quality
products.

Question-3: We get high range of variety of products to select while purchasing

from Hyundai Motors: -
Strongly Agree 18
Agree 27
Neither Agree nor Disagree 13
Disagree 2
Strongly Disagree 0
Total 60
Table 5.3

HIGH RANGE OF VARIETY OF PRODUCTS

3%
22% 30% Strongly Agree
Agree
Neither Agree nor Disagree
Disagree
Strongly Disagree

45%

Figure 5.3

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Interpretation
Out of the 60 responses taken from the customers of Hyundai Motors
45% of customers agreed that they get the high range of variety of products.
30% of customers strongly agreed that they get the high range of variety of
products.
22% of customers neither agreed nor disagreed that they get high range of
variety of products.
3% of customers disagreed that they get high range of variety of products.

Question-4: KY Hyundai Anantnag delivers the products on right time: -

Strongly Agree 36
Agree 19
Neither Agree nor Disagree 4
Disagree 1
Strongly Disagree 0
Total 60
Table 5.4

KY Hyundai Anantnag delivers the products

on right time

7%
2% Strongly Agree
Agree
Neither Agree nor Disagree
Disagree
32%
Strongly Disagree
60%

Figure 5.4

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Interpretation
Out of the 60 responses taken from the customers of KY Hyundai Anantnag
60% of customers strongly agreed that KY Hyundai Anantnag delivers the
product on right time.
32% of customers agreed that KY Hyundai Anantnag delivers the product on
right time.
7% of customers neither agreed nor disagreed that KY Hyundai Anantnag
delivers the product on right time.
1% of customers disagreed that KY Hyundai Anantnag delivers the product on
right time.

Question-5: The discounts/offers given by KY Hyundai Anantnag are

satisfactory: -
Strongly Agree 14
Agree 37
Neither Agree nor Disagree 7
Disagree 2
Strongly Disagree 0
Total 60
Table 5.5

DISCOUNTS/OFFERS GIVEN BY KY HYUNDAI

ANANTNAG ARE SATISFACTORY

Strongly Agree
Agree
12% 3% 23% Neither Agree nor Disagree
Disagree
Strongly Disagree

62%

Figure 5.5
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Interpretation
Out of the 60 responses taken from the customers of KY Hyundai Anantnag
62% of customers agreed that the discounts/offers given by KY Hyundai
Anantnag are satisfactory.
23% of customers strongly agreed that the discounts/offers given by KY
Hyundai Anantnag are satisfactory.
12% of customers neither agreed nor disagreed that the discounts/offers given
by KY Hyundai Anantnag are satisfactory.
3% of customers disagreed that the discounts/offers given by KY Hyundai
Anantnag.

Question-How would you rate overall satisfaction towards KY Hyundai

Anantnag
Very Satisfied 39
Somewhat Satisfied 17
Neutral 4
Somewhat Dissatisfied 0
Very Dissatisfied 0
Total 60
Table 5.6

OVERALL SATISFACTION TOWARDS KY

HYUNDAI ANANTNAG

Very Satisfied
7% Somewhat Satisfied
Neutral
Somewhat Dissatisfied
28%
Very Dissatisfied

65%

Figure 5.6

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Interpretation
Out of the 60 responses taken from the customers of KY Hyundai Anantnag
65% of customers rated their overall satisfaction as very satisfied.
28% of customers rated their overall satisfaction as somewhat satisfied.
7% of customers rated their overall satisfaction as neither satisfied nor
dissatisfied.

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 FINDINGS
The following are the findings of this project: -
 Out of the 60 responses taken from the customers of KY Hyundai
Anantnag
 65% of the customers strongly agreed that the products are available at
reasonable price.
 27% of the customers agreed that the products are available at
reasonable price.
 7% neither agreed nor disagreed that the products are available at
reasonable price.
 1% disagreed that the products are available at reasonable price.
 Out of 60 responses taken from the customers of Hyundai Motors.
 63% of customers strongly agreed that Hyundai Motors provides high
quality products.
 32% of customers agreed that Hyundai Motors provides high quality
products.
 5% neither agreed nor disagreed that Hyundai Motors provides high
quality products.
 Out of the 60 responses taken from the customers of Hyundai Motors
 45% of customers agreed that they get the high range of variety of
products.
 30% of customers strongly agreed that they get the high range of variety
of products.
 22% of customers neither agreed nor disagreed that they get high range
of variety of products.
 3% of customers disagreed that they get high range of variety of
products.
 Out of the 60 responses taken from the customers of KY Hyundai
Anantnag
 60% of customers strongly agreed that KY Hyundai Anantnag delivers
the product on right time.
 32% of customers agreed that KY Hyundai Anantnag delivers the
product on right time.

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 7% of customers neither agreed nor disagreed that KY Hyundai
Anantnag delivers the product on right time.
 1% of customers disagreed that KY Hyundai Anantnag delivers the
product on right time.
 Out of the 60 responses taken from the customers of KY Hyundai
Anantnag
 62% of customers agreed that the discounts/offers given by KY Hyundai
Anantnag are satisfactory.
 23% of customers strongly agreed that the discounts/offers given by KY
Hyundai Anantnag are satisfactory.
 12% of customers neither agreed nor disagreed that the
discounts/offers given by KY Hyundai Anantnag are satisfactory.
 3% of customers disagreed that the discounts/offers given by KY
Hyundai Anantnag.
 Out of the 60 responses taken from the customers of KY Hyundai
Anantnag
 65% of customers rated their overall satisfaction as very satisfied.
 28% of customers rated their overall satisfaction as somewhat satisfied.
 7% of customers rated their overall satisfaction as neither satisfied nor
dissatisfied.

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 CONCLUSION

 As from the entire study we came to know that, customers rely heavily
on quality and if not provided with good quality to them they can shift to
the other company.

 Also, reasonable price affects the buying process of Indian customers,

as they want good quality in lesser price and KY Hyundai Anantnag
success is enviable.

 As cars of Hyundai Motors is average, but still maximum customers got

satisfied as they were providing the customers with good quality,
reasonable price, discount/offers, and also solving their problem very
rapidly.

 Also from the customer’s perspective, most of the customers were in a

dilemma that they want to recommend the company’s product to others
because they do not want to raise their competitor.

 Customer Satisfaction depends heavily on the services that are offered to

them.

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 BIBLIOGRAPHY

BOOKS
 C. R. Kothari, Research Methodology [New Age Publications], Second
Edition.
 Kenneth E.Clow and Donald E. Baack, Integrated advertising, Promotions
and Marketing Communications, [Pearson], Third Edition.
 Measuring Customer Satisfaction, Third Edition: Survey Design.
 Philip Kotler, Marketing Management [Tata McGraw Hill].

Web Sites
 https://en.m.wikipedia.org/wiki/
Hyundai_Motor_Company
 www.ibef.org
 https://ky.hyundaimotor.in

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 ANNEXURE

QUESTIONARE
TOPIC: A STUDY ON ANALYSIS OF CUSTOMER
SATISFACTION WITH RESPECT TO KY
HYUNDAI ANANTNAG

Q.1 The Products of Hyundai Motors are available at reasonable price-

a) Strongly Agree
b) Agree
c) Neither Agree nor Disagree
d) Disagree
e) Strongly Disagree

Q.2 Hyundai Motors provides high quality products-

a) Strongly Agree
b) Agree
c) Neither Agree nor Disagree
d) Disagree
e) Strongly Disagree

Q.3 We get high range of variety of products to select from at KY Hyundai

Anantnag-
a) Strongly Agree
b) Agree
c) Neither Agree nor Disagree
d) Disagree
e) Strongly Disagree

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Q.4 KY Hyundai Anantnag delivers the products on right time-
a) Strongly Agree
b) Agree
c) Neither Agree nor Disagree
d) Disagree
e) Strongly Disagree

Q.5 It is convenient to place an order with KY Hyundai Anantnag-

a) Strongly Agree
b) Agree
c) Neither Agree nor Disagree
d) Disagree
e) Strongly Disagree

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This Photo by Unknown Author is licensed
under CC BY-NC

Hyundai i10

Hyundai i20

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 This Photo by Unknown Author is licensed
under CC BY-SA-NC

Hyundai Verna

This Photo by Unknown Author is licensed under CC BY-NC

Hyundai Creta

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