The Indian auto industry is one of the largest in the world. The industry accounts for 7.

1 per cent
of the country's Gross Domestic Product (GDP). As of FY 2014-15, around 31 per cent of small cars sold
globally are manufactured in India. The Two Wheelers segment with 81 per cent market share is the
leader of the Indian Automobile market owing to a growing middle class and a young population.
Moreover, the growing interest of the companies in exploring the rural markets further aided the growth
of the sector. The overall Passenger Vehicle (PV) segment has 13 per cent market share.
India is also a prominent auto exporter and has strong export growth expectations for the near
future. In April-January 2016, exports of Commercial Vehicles registered a growth of 18.36 per cent over
April-January 2015. In addition, several initiatives by the Government of India and the major automobile
players in the Indian market are expected to make India a leader in the Two Wheeler (2W) and Four
Wheeler (4W) market in the world by 2020.
Consumer Behavior consists of all human behavior that goes in making purchase decisions. An
understanding of the consumer behavior enables a marketer to take marketing decisions which are
compatible with its consumer needs. There are four major classes of consumer behavior determinants and
expectations, namely, cultural, socio-economic, personal and psychological. Rising income has enhanced
the purchasing power and more and more people are able to afford a car. Customer demands are dynamic,
but its consideration is necessary for every company to make existence in to the market. In place like
Delhi NCR car has become a symbol of social status also. Customers are purchasing the cars not only as a
means of transport but as a status symbol also.
Hyundai Motor India Limited (HMIL) is a wholly owned subsidiary of Hyundai Motor Company
(HMC), South Korea and is the largest passenger car exporter and the second largest car manufacturer in India.
Hyundai Motor India Limited was formed on 6 May 1996 by the Hyundai Motor Company of South Korea.
When Hyundai Motor Company entered the Indian Automobile Market in 1996 the Hyundai brand was almost
unknown throughout India. HMIL's first car, the Hyundai Santro was launched on 23 September 1998 and was
a runaway success.. Hyundai Motor India Ltd (HMIL), the countrys second largest car manufacturer
and the largest passenger car exporter, registered 4.6% growth in Exports for the month of May
2013. The domestic sales accounted for 32,102 units and exports stood at 24,754 units. sales
476000 in 2015 domestic sales 17.1% market share.