Anda di halaman 1dari 73

DISSERTATION ON

A STUDY OF CONSUMER BEHAVIOUR TOWARDS PURCHASING DECISION OF A CAR HYUNDAI vs. MARUTI
Submitted In Partial Fulfilment of the Requirement for the Degree of MASTERS OF INTERNATIONAL BUSINESS (MIB) OF H.N.B GARHWAL UNIVERSITY, SRINAGAR (A CENTRAL UNIVERSITY)

SUBMITTED TO: MRS. MANU SHARMA (ASSISTANT PROFESSOR) IMS DEHRADUN

SUBMITTED BY: PARUL ARORA MIB11A11 MIB-4TH SEM

INSTITUTE OF MANAGEMENT STUDIES DEHRADUN BATCH 2011-13

ACKNOWLEDGEMENT
For anyone who has written a project work or research work, it is quite impossible to acknowledge by name every individual who has played some part in this work. I feel it difficult to express in words my profound sense of gratitude to most respected persons who helped me to make this work possible.

I acknowledge my gratitude to my respected faculty Mrs. MANU SHARMA who has been kind enough to suggest improvement of this work and make it broad and concept based. Finally of course great debts are owed to my parents & to my all- friends whose wholehearted support has given me the inspiration and dedication to complete this work.

PARUL ARORA MIB11A11

CERTIFICATE

I have the pleasure in certifying that Ms. PARUL ARORA is a bonafide student of 4nd Semester of the Masters Degree in International Business (Batch 2011-13) of H.N.B GARHWAL UNIVERSITY Institute of Management Studies, Dehradun under Roll No. ... . She has completed her project work entitled A STUDY OF CONSUMER BEHAVIOUR TOWARDS PURCHASING DECISION OF A CAR HYUNDAI vs. MARUTI under my guidance. I certify that this is his/her original effort & has not been copied from any other source. This project has also not been submitted in any other Institute / University for the purpose of award of any Degree.

This project fulfils the requirement of the curriculum prescribed by this Institute for the said course. I recommend this project work for evaluation & consideration for the award of Degree to the student.

Signature

Name of the Guide : Mrs. Manu Sharma Designation Date : Assistant Professor :

EXECUTIVE SUMMARY
The Hyundai Motor Company is a South Korean multinational automaker headquartered in Seoul, South Korea. Hyundai operates the world's largest integrated automobile manufacturing facility in Ulsan, which is capable of producing 1.6 million units annually. The company employs about 75,000 persons worldwide. Hyundai vehicles are sold in 193 countries through some 6,000 dealerships and showrooms. Hyundai has 6 centres worldwide, located in Korea (three offices), Germany, Japan and India. Additionally, there is an American design center in California that develops designs for US markets.

CARS Hyundai Eon Hyundai Santro Xing Hyundai i10 Hyundai i20 Hyundai Accent Hyundai Verna Hyundai New Elantra Hyundai Sonata Hyundai Santa Fe

PRICE (In Rs.) Rs.2,89,196 Rs.3,04,233 Rs.3,80,865 Rs.4,90,622 Rs.5,23,874 Rs.7,33,565 Rs.12,88,585 Rs.19,05,596 Rs.23,73,098

Hyundai Motor India Ltd (HMIL) is the countrys largest passenger car exporter. HMIL began exporting cars in 1999 when it shipped a batch of 20 Santros to Nepal and it reached the first milestone of exporting 100,000 cars in four years and ten months in October, 2004. In October, 2005 it exported its 200,000th car followed by its 300,000th & 400,000th car in October, 2006 and August, 2007 respectively. By exporting the 1,000,000th car in February, 2010, HMIL become the Fastest Indian passenger car manufacturer to achieve this stupendous milestone in record time. BENEFITS OF HYUNDAI: 1. Growing brand reputation. Hyundais brand is the second fastest growing brand in the automotive sector. In 2012, Hyundais brand value grew by 24% to US$ 7.43 billion and became the 53rd most valuable brand in the world, according to Inter brand. This is a result of Hyundais excellent quality cars, marketing efforts and growing customer base. 2.Strong focus on R&D. Hyundai has established R&D centers in 6 different locations and has smaller R&D offices all around the world. Firms commitment to innovation yielded positive results and the company has become one of the automotive leaders in producing high quality, reliable, durable and safe cars. It has received many rewards including the latest North American Car of the Year reward in 2012. 3.Effective resource allocation. For the 2011 financial year, Hyundais ROE was 20.6% compared to GMs 19.9% and Toyotas 4%, generating very high returns for the

shareholders. In addition, Hyundai was using its assets more efficient than competitors with 7% ROA compared to GMs 5.2% ROA and Toyotas 1.4% ROA. 4.Growth in Europe. While the Europes car sales were falling in 2012, Hyundai was experiencing significant growth in the region. It grew its market share in Europe from 2.9% in 2011 to 3.5% in 2012. This growth led to a competitive advantage over its rivals, Toyota and Volkswagen that were incapable to grow their operations. Maruti Suzuki India Limited commonly referred to as Maruti and formerly known as Maruti Udyog Limited, is an automobile manufacturer in India. It is a subsidiary of Japanese automobile and motorcycle manufacturer Suzuki. As of November 2012, it had a market share of 37% of the Indian passenger car market. Maruti Suzuki manufactures and sells a complete range of cars from the entry level Esteem and Alto, to hatchback Ritz, AStar, Swift, WagonR, Zen andsedans DZire, Kizashi and SX4, in the 'C' segment Eeco, Omni, Multi Purpose vehicle Suzuki Ertigaand Sports Utility vehicle Grand Vitara. The company's headquarters are on Nelson Mandela Road, New Delhi. In February 2012, the company sold its ten millionth vehicles in India. Since its founding in 1983, Maruti Udyog Limited experienced few problems with its labour force. The Indian labour it hired readily accepted Japanese work culture and the modern manufacturing process. In 1997, there was a change in ownership, and Maruti became predominantly government controlled. Shortly thereafter, conflict between the United Front Government and Suzuki started. Labour unrest started under management of Indian central government. In 2000, a major industrial relations issue began and employees of Maruti went on an indefinite strike, demanding among other things, major revisions to their wages, incentives and pensions.

MARUTI SUZUKI CAR MODELS & PRICES

CAR MODEL Maruti Suzuki Omni Maruti Suzuki 800 Maruti Suzuki Alto 800 Maruti Suzuki Eoco Maruti Suzuki Alto Maruti Suzuki Zen Estilo Maruti Suzuki Wagnor R 1.0 Maruti Suzuki A-Star Maruti Suzuki Ritz Maruti Suzuki Swift Maruti Suzuki Swift Dzire Maruti Suzuki Gypsy Maruti Suzuki Ertiga

PRICE Rs. 2,13,165 Rs. 2,19,428 Rs. 2,54,122 Rs. 3,23,108 Rs. 3,34,063 Rs. 3,58,874 Rs. 3,71,149 Rs. 3,94,801 Rs. 4,48,642 Rs. 4,64,566 Rs. 5,09,596 Rs. 6,08,559 Rs. 6,21,855

LIST OF CONTENTS

S.NO
1. 2. 3. 4. 5. 6. 7. 8.

CONTENTS NAME
Objectives Introduction Review of Literature Research Methodology Analysis & Interpretation Conclusion Bibliography Annexure

PAGE NO.

OBJECTIVES

There are three types of objectives: 1. To study the factors influencing consumers to buy a car. 2. To study the influence of media and advertisement. 3. To analyse which car is best (Hyundai or Maruti)

INTRODUCTION HYUNDAI MOTOR COMPANY


The Hyundai Motor Company is a South Korean multinational automaker headquartered in Seoul, South Korea. Hyundai was founded in 1967 and it, along with Kia, together comprises the Hyundai Motor Group, which is the world's fourth largest automobile manufacturer based on annual vehicle sales in 2010. In 2008, Hyundai (without Kia) ranked as the eighth largest automaker. In 2010, Hyundai sold over 3.6 million vehicles worldwide. Hyundai operates the world's largest integrated automobile manufacturing facility in Ulsan, which is capable of producing 1.6 million units annually. The company employs about 75,000 persons worldwide. Hyundai vehicles are sold in 193 countries through some 6,000 dealerships and showrooms.

PROFILE OF COMPANY:
TYPE INDUSTRY FOUNDED FOUNDER(S) HEADQUARTERS AREA SERVED KEY PEOPLE PRODUCTS PRODUCTION OUTPUT REVENUE EMPLOYEES SUBSIDIARIES WEBSITE Category Tagline/Slogan USP PUBLIC AUTOMOTIVE DECEMBER 29, 1967 CHUNG JU- YUNG SEOUL, SOUTH KOREA WORLDWIDE CHUNG MONG- KOO AUTOMOBILES, COMMERCIAL VEHICLES 2,943,529 Units (2011) US$ 76 Billion (2012) 57,105 (2011) LIST WORLDWIDE.HYUNDAI.COM Sedans, Hatchbacks, SUVs Drive Your Way; New Thinking New Possibilities Hyundai operates the world largest integrated automobile manufacturing facility in South Korea, which is capable of producing 1.6 million units annually

HYUNDAI LOGO:

HISTORY:
Chung Ju-Yung founded the Hyundai Engineering and Construction Company in 1947. Hyundai Motor Company was later established in 1967. 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, the former Managing Director of Austin Morris at British Leyland. He in turn hired five other top British car engineers. They were Kenneth Barnett body design, engineers John Simpson and Edward Chapman, John Crosthwaite ex-BRM as chassis engineer and Peter Slater as chief development engineer. In 1975, the Pony, the first Korean car, was released, with styling by Giorgio Giugiaro of Ital Design and power train technology provided by Japan's Mitsubishi Motors. Exports began in the following year to Ecuador and soon thereafter to the Benelux countries. In 1984, Hyundai exported the Pony to Canada, but not to the United States, because the Pony didn't pass emissions standards there. Canadian sales greatly exceeded expectations, and it was at one point the top-selling car on the Canadian market. The Pony afforded a much higher degree of quality and refinement in the lowest price auto segment than the Easternbloc imports of the period then available. In 1985, the one millionth Hyundai car was built. 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 Irungattu kottai 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. Hyundai is now one of the top 100 most valuable brands worldwide. 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 April 28, 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 Dongjin, replaced him as head of the company. On September 30, 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.

RESEARCH & DEVELOPMENT:


Hyundai has 6 centres worldwide, located in Korea (three offices), Germany, Japan and India. Additionally, there is an American design center in California that develops designs for US markets.

BUSINESS:
In 1998, after a shake-up in the Korean auto industry caused by overambitious expansion and the Asian financial crisis, Hyundai acquired rival Kia Motors. In 2000, the company established a strategic alliance with DaimlerChrysler and severed its partnership with the Hyundai Group. In 2001, the Daimler-Hyundai Truck Corporation was formed. In 2004, however, Daimler Chrysler divested its interest in the company by selling its 10.5% stake for $900 million. Hyundai has invested in manufacturing plants in the North America, India, Czech Republic, Pakistan, China and Turkey as well as research and development centers in Europe, Asia, North America, and the Pacific Rim. In 2004, Hyundai Motor Company had $57.2 billion in sales in South Korea making it the country's second largest corporation, or chaebol. Worldwide sales in 2005 reached 2,533,695 units, an 11 percent increase over the previous year. In 2011, Hyundai sold 4.05 million cars worldwide and the Hyundai Motor Group was the world's fourth largest automaker behind GM, Volkswagen and Toyota - a distinction it earned when it surpassed Ford Auto Group in 2009. Hyundai vehicles are sold in 193 countries through some 5,000 dealerships. The Hyundai brand power continues to rise as it was ranked 65th in the 2007 Best Global Brands by Inter brand and Business Week survey, with brand value estimated at $5.0 billion. Public perception of the Hyundai brand has been transformed as a result of dramatic improvements in the quality of Hyundai vehicles. As of 2011, it is the world's fastest growing car brand for two years running.

SEGMENTATION, TARGETING AND POSITIONING OF HYUNDAI

SEGMENTATION Complete automobile segment including hatchbacks,sedans & SUV'S

TARGETING Young executives from the uppermiddle income bracket

POSTIONING Hyundai gives luxury cars at affordable prices which is globally recognized and accepted brand

HYUNDAI CARS
CARS Hyundai Eon Hyundai Santro Xing Hyundai i10 Hyundai i20 Hyundai Accent Hyundai Verna Hyundai New Elantra Hyundai Sonata Hyundai Santa Fe PRICE (In Rs.) Rs.2,89,196 Rs.3,04,233 Rs.3,80,865 Rs.4,90,622 Rs.5,23,874 Rs.7,33,565 Rs.12,88,585 Rs.19,05,596 Rs.23,73,098

HYUNDAI EON: The Hyundai Eon is a city car produced by the South Korean manufacturer Hyundai. It was launched in 1st October 2011 in India, March 2012 in the Philippines, and June 2012 in Vietnam. The Eon is produced in India at Hyundai's Chennai plant for the domestic and export markets as the company's entry level city car (positioned below the i10 and Santro Xing. MANUFACTURER PRODUCTION ASEEMBLY CLASS BODY STYLE ENGINE WHEELBASE LENGTH HYUNDAI 2011-PRESENT CHENNAI INDIA CITY CAR 5-DOOR HATCHBACK 814cc 13 2,380mm 3,495mm

HYUNDAI SANTRO XING: The Hyundai Atos (also known as Atoz, Amica and Santro Xing) is a city car produced by Hyundai. The original Atos was introduced in 1997. In 1999, it was joined by the less controversially styled Atos Prime. It uses the G4HC Epsilon straight-4 engine. The second generation Atos Prime was launched in 2003. It comes with a 1086 cc G4HG engine. Manufacturer Also Known As Production Assembly Successor Class Body Style Layout Hyundai Motor Company Hyundai Atos Prime 1997 Ulsan, South Korea, Chennai, India etc. Hyundai i10 City Car 5-door hatchback FF Layout

HYUNDAI i10: The Hyundai i10 is a city car produced by the South Korean automaker Hyundai Motor Company. It was launched in October 2007, replacing the Hyundai Atos in some markets. The i10 is produced in India at Hyundai's Chennai plant for the domestic and export markets. It is positioned near the lower end of Hyundai's hatchback subcompact range (above the Hyundai Eon). Manufacturer Also called Production Assembly Predecessor Class Body Style Layout Hyundai Dodge i10,Inokom i10 2007-Present Chennai, India, Malaysia, Laguna etc. Hyundai Atos City Car 5-Hatchback Front Engine,Front-Wheel- Drive

HYUNDAI i20:
The i20 made its debut at the Paris Motor Show in October 2008 and sits between the i10 and i30. It is a front-wheel drive car and is available in three and five-door versions. The i20 replaces the Getz in nearly all of its markets, though the Getz was not phased out in most of the world until 2011. The i20 is assembled in Turkey ( zmit plant) for the European market and in Sriperumbudur (near Chennai), India for sale in Asia and Oceania. The i20 is not sold in South Korea and North America, as those markets have the Accent hatchback. From April 2012, i20 is discontinued in the Indonesian market, because the introduction of the Accent/Grand Avega made i20 sales drop.

Manufacturer Assembly Production Predecessor Class Body Style Layout Height

Hyundai Turkey, Chennai, India 2008-Present Hyundai Getz Super Mini 3- Door Hatch Back, 5-Door Hatch Back Front Engine, Front Wheel- Drive 1,490mm

HYUNDAI ACCENT:The Hyundai Accent, or Hyundai Verna in South Korea, is a subcompact car produced by Hyundai. In Australia, the first generation models carried over the Hyundai Excel name used by the Accent's predecessor. The Accent was replaced in 2000 by the Hyundai Verna in South Korea, although most international markets retained the "Accent" name. The Hyundai Verna is marketed in the U.S. as the Hyundai Accent. In 2008, Hyundai Accent was named the most dependable sub-compact car by J.D. Power and Associates. In India, Hyundai is the sole engine supplier for Formula LGB Hyundai, built by the Chain and Sprocket giant LGB. The single make series is promoted at grassroots level acting as a launch pad for future Formula One hopefuls. The Accent engine is supplied in Stock form albeit after some engine control unit modifications.

Manufacturer Production Predecessor Class Layout

Hyundai 1994-Present Hyundai Excel Sub compact car FF layout

HYUNDAI NEW ELANTRA:The Hyundai Elantra or Hyundai Avante in South Korea, is a compact car from Hyundai of South Korea launched in October 1990 for the 1991 model year, and now in its fifth generation. The Elantra was formerly marketed as the Lantra in Australia and some European markets. In Australia, this was due to the similarly named Mitsubishi Magna Elante model. This gave rise to disagreement from other motor manufacturers, and the name was standardized as "Elantra" worldwide in 2001 (with the exception being Korea; Malaysia now uses the "Elantra" name, forsaking the "Avante" of old.

Manufacturer Predecessor Production Successor Class Layout

Hyundai Hyundai Steller 1990- Present Hyundai i30 Compact FF layout

HYUNDAI SONATA:
The Hyundai Sonata is a mid-size car (D segment in Europe) manufactured and marketed by the Hyundai Motor Company. From the sixth generation onwards, it is known as the i45 in the Australian, Singaporean, New Zealand, and Colombian markets. Cumulative sales of the Sonata Hybrid in the U.S. reached 7,906 units through July 2011, representing 20% of Sonata sales according to Hyundai. The Sonata Hybrid was the number two selling hybrid since June, outsold only by the Prius. Production Assembly Engine Transmission Wheel Base Length Width Height 1988-1993 Canada, Ulsan, Korea etc 1.8 SOHC Mitsubishi Sirius Engine 4-speed automatic, 5- speed automatic 2650 mm 4680 mm 1750 mm 1410 mm

HYUNDAI SANTA Fe:The Hyundai Santa Fe is a mid-size crossover SUV based on the Hyundai Sonata platform. Named after the city of Santa Fe, New Mexico, it was introduced for the 2001 model year as Hyundai's first SUV, released at the same time as the Ford Escape/Mazda Tribute and Pontiac Aztek. The Santa Fe was a milestone in the company's restructuring program of the late 1990s because, despite receiving criticism from journalists for its obscure looks, the SUV was a hit with the American buyers. In 2012, the third Generation Santa Fe will become available in two versions (regular and extended versions). Starting with the (5seater) Sport in September 2012 and the extended long wheel base model which is expected to replace the Veracruz, available at showrooms in the year of 2013.

Manufacturer Production Class Layout Body

Hyundai Motor Company Kia Motors 2000-Present Compact Cross- Over SUV, Mid Size Cross Over SUV Front-Engine, Front Wheel Driver 4-Door SUV

HYUNDAI EXPORTS

Hyundai Motor India Ltd (HMIL) is the countrys largest passenger car exporter. HMIL began exporting cars in 1999 when it shipped a batch of 20 Santros to Nepal and it reached the first milestone of exporting 100,000 cars in four years and ten months in October, 2004. In October, 2005 it exported its 200,000th car followed by its 300,000th & 400,000th car in October, 2006 and August, 2007 respectively. By exporting the 1,000,000th car in February, 2010, HMIL become the Fastest Indian passenger car manufacturer to achieve this stupendous milestone in record time. Since inception of Hyundai Motor in India, it has become the leading exporter of passenger cars with a market share of 48% of the total exports of passenger cars from India, making it a significant contributor to the Indian Automobile Industry.

Currently, Hyundai Motor India is exporting six of its popular models namely - Santro, i10, i20, Accent, Eon and Verna to 119 countries. In 2012, in spite of a global slowdown, Hyundai Motor India exported a total of 250,005 cars.

EXPORTS MILESTONES

April 2012

HMIL wins Auto India Best Brand Awards'12 'Best Customer Service & Best Resale Value' Fastest Export of 15 Lakh cars.

February 2012 December 2011 November 2010

Eon' launch & first shipment

HMIL receives the coveted 'Niryat Shree' Gold and Silver Trophies for 2008-09 by the Federation of Indian Export Organizations (FIEO). The Gold Trophy was received in the Engineering and Metallurgical products Non-MSME category and the Silver Trophy in the Highest Foreign Exchange Earner category. HMIL receives the 'All India Award for Export Excellence 2008-09' by the Engineering Export Promotion Council (EEPC). HMIL was awarded the Gold Trophy in the Large Enterprise category Fastest Exports of 10 Lakh cars

September 2010

February 2010 August 2009

Hyundai Motor India Ltd. receives the EEPC 'National Award for Export Excellence for 2007-08. Hyundai won the Gold Trophy in the 'Large Enterprise' category. Hyundai Motor India honored with 'EXIM Achieved Award' for the year 2008 by Tamil Chamber of Commerce Hyundai Motor India conferred the Top Exporter of the Year for 2006-07 in the category of 'Large Enterprises' and received the Gold Trophy at the Southern Region Annual Award Presentation by the Engineering Export Promotion Council (EEPC). HMIL has awarded with the 'Niryat Shree' Silver trophy for the year 2005-06 by the Federation of Indian Export Organizations (FIEO).

March 2009 February 2009

December 2008

November 2008 June 2008

Hyundai exports its first batch of 'i20' to European market. The first export consignment comprised 2,820 units of 'i20'. Fastest Export - Over 1 Lakh units of 'i10' exported since its launch in Oct 31, 2007 Fastest Export - Over 1 Lakh units of 'i10' exported since its launch in Oct 31, 2007 Fastest Export of 5 Lakh units Fastest Export - Over 1 Lakh units of 'i10' exported since its launch in Oct 31, 2007 Fastest Export of 4 Lakh units HMIL adjudged the Top Exporter of the Year for 2005-06 in the category of 'Large Enterprises' and received the Gold Trophy by the Engineering Export Promotion Council (EEPC) Hyundai Motor India ships out the first 'GETZ' car

March 2008 June 2008 June 2008

Augst 2007 June 2007

March 2007 October 2006 November 2005 October 2005 October 2004

Hyundai Motor India rolls out the fastest 300,000th export car

HMIL exports its first shipment to UK.

HMI exported its 2 Lakh car to the overseas market.

HMIL crossed the figure of 1 Lakh vehicles in exports and emerged as the largest exporter in the Indian Automobile Industry. Export shipment of 1,500 Santro Xing cars leave for Europe, HMIL becomes the small cars export hub for Hyundai Motor Company.. Hyundai Motor India commences exports to Latin America

August 2003

March 2003 July 2000

First major export-shipment of 760 Accent and Santro cars rolls out of the Chennai Port for Algeria

MANAFACTURING FACILITIES OF HYUNDAI


HMIL has two manufacturing plants in Sriperumbudur, Kanchipuram district, Tamil Nadu capable of producing 630,000 vehicles annually.

Manufactured locally
1. 2. 3. 4. 5. 6. 7. Hyundai Accent Executive (Launched 2011) Hyundai Santro Xing (Launched 2003) Hyundai Uber Cool i20 (Launched 2008) Hyundai Next Gen i10 (Launched 2010) Hyundai Fluidic Verna (Launched 2011) Hyundai EON (Launched 2011) Hyundai Neo Fluidic Elantra (Launched 2012)

Exported
1. 2. 3. 4. 5. 6. Hyundai Terracan (20032007) Hyundai Elantra (20042010) Hyundai Tucson (20052010) Hyundai Sonata Transform (20102011) Hyundai Santa Fe (Launched 2010) Hyundai Sonata (Launched 2010)

Discontinued
1. Hyundai Santro (19982001) 2. Hyundai Accent GTX (19992002) 3. Hyundai New Look Santro (20012003) 4. Hyundai Sonata Gold (20012005) 5. Hyundai Accent Viva (20022004) 6. Hyundai Accent CRD (20022004) 7. Hyundai Atos Prime (20032008) 8. Hyundai Getz (20042007) 9. Hyundai Accent GLS (20042005) 10. Hyundai Amica (20052008) 11. Hyundai Sonata Embera (20052009) 12. Hyundai Accent GLE (20062011) 13. Hyundai Verna (20062010) 14. Hyundai Getz Prime (20072010) 15. Hyundai i10 (2007-2010) 16. Hyundai Verna Transform (200-2011)

SALES AND SERVICE NETWORK


As of March 2011, HMIL has 451 dealerships and more than 647 Hyundai Authorised Service Centers in 340 cities across India. HMIL also operates its own dealerships known as Hyundai Motor Plazas in large metros across India. HMIL has the second largest sales and service network in India after Maruti Suzuki. Hyundai Motor India Limited Annual Sales YEAR 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 DOMESTIC SALES 8,447 17,627 82,896 87,175 102,806 120,325 139,759 156,291 186,174 200,141 254,397 289,863 356,717 373,709 EXPORTS 0 20 3,823 6,092 8,245 30,416 75,871 96,560 113,339 126,749 243,919 270,017 247,102 242,330 TOTAL 8,447 17,647 86,719 93,267 111,051 150,741 215,630 252,851 299,513 327,160 489,136 559,880 603,819 616,039

SWOT ANALYSIS OF HYUNDAI

STRENGTH
-Growing brand reputation -Effective resource allocation -Successful market campaigns

WEAKNESS -Product Recalls


- Negative publicity - Hyundai has no presence in Japan's car market.

SWOT ANALYSIS OF HYUNDAI 2013

THREATS

OPPORTUNITIES
-Increasing Fuel Prices -Changing customer needs

-Exchange Rates
- Rising raw materials prices - Decreasing fuel prices - Intense Competition

STRENGTHS: 1. Growing brand reputation. Hyundais brand is the second fastest growing brand in the automotive sector. In 2012, Hyundais brand value grew by 24% to US$ 7.43 billion and became the 53rd most valuable brand in the world, according to Interbrand. This is a result of Hyundais excellent quality cars, marketing efforts and growing customer base. 2.Strong focus on R&D. Hyundai has established R&D centers in 6 different locations and has smaller R&D offices all around the world. Firms commitment to innovation yielded positive results and the company has become one of the automotive leaders in producing high quality, reliable, durable and safe cars. It has received many rewards including the latest North American Car of the Year reward in 2012. 3.Effective resource allocation. For the 2011 financial year, Hyundais ROE was 20.6% compared to GMs 19.9% and Toyotas 4%, generating very high returns for the shareholders. In addition, Hyundai was using its assets more efficient than competitors with 7% ROA compared to GMs 5.2% ROA and Toyotas 1.4% ROA. 4.Growth in Europe. While the Europes car sales were falling in 2012, Hyundai was experiencing significant growth in the region. It grew its market share in Europe from 2.9% in 2011 to 3.5% in 2012. This growth led to a competitive advantage over its rivals, Toyota and Volkswagen that were incapable to grow their operations.

WEAKNESS: 1. Product recalls. Over 2012, Hyundai recalled more than 300,000 cars in different regions to fix manufacturing and design defects. Product recalls negatively impact Hyundais reputation and could erode its competitive advantage. 2.Hyundai has no presence in Japans car passenger market. Hyundai has pulled their passenger car division from Japan in 2009 due to low sales and weak brand perception. Japan represents a large automotive market and performing poorly in this market leaves Hyundai at competitive disadvantage. 3.Negative publicity. In 2012, Hyundai has been accused over inflated fuel economy numbers. Now the company will face federal lawsuit and will have to reimburse all the damage done to the customers.

OPPORTUNITIES: 1. Increasing fuel prices. Increasing fuel prices open up large markets for Hyundais hybrid, electric and hydrogen fueled cars as consumers shift towards cheaper fuel types. 2. Global demand for ecological vehicles. Cars that emit large quantities of CO2 pollute air and negatively affect the environment. Consumers are aware of this negative impact and will likely choose fuel-efficient hybrid, electrical or hydrogen fueld cars that Hyundai is currently offering. 3.Changing customer needs. By introducing new car models, Hyundai could satisfy varying consumers tastes and needs for more fuel-efficient, ecological cars and access wider customer group.

THREATS: 1. Exchange rates. Hyundai earns more than half of its revenue outside the South Korea. Exchange rate fluctuations threaten Hyundais profits if the KRW would appreciate against other currencies. 2. Rising raw material prices. Raw metal prices (main raw material for car manufacturers) are rising due to increasing global demand, negatively affecting automotive firms profits. 3. Decreasing fuel prices. Some analysts argue that due to shale gases future fuel prices should drop as a result making hybrid and alternative fuel cars less attractive to consumers. 4. Intense competition. Hyundai faces strong competition from other automotive companies and more than ever competes on price rather than differentiation lowering firms profits

FINANCE SCHEME OF HYUNDAI

Availing auto finance from reputed and trustworthy banks and financial institutions play a vital role in global automobile sector. We there by assure that customer queries regarding budget, EMI, Int, Discount etc. are attended to their satisfaction.

KEY FEATURE: Today car loan available not only for new but also for a used car. Modi is always ahead to serve the trust to the customer. We full fill all the auto loan requirement through top backs in a very simple, fair and transparent manner some of our key features.

100% Finance Option Easy repayment option Longer repayment period maximum tenure up to 7 years Int calculated on reducing bal method Low processing fees No income proof option More than 750 customer satisfied with finance P.A Refinance and used car loans available at competitive rate Hassle free loan procedure

RELATIONS:
Modi Motors and several banks have done tremendous role in auto finance to make sure that your dream come true. We tie with one of the top most market players or market leaders banks with 100% customer satisfaction.

HDFC BANK ICICI BANK TATA CAPITAL RELIANCE CAPITAL KOTAK PRIME MAHINDRA FINANCE MAGMA SBI FAMILY CREDIT AXIS BANK

WORKING:
When you go for an auto loan need to do provide certain documents which are mandatory:

ID Proof Residence Proof SV Proof 6 Months Latest banking

After the loan approval you have to sign a agreement and which include POA & RTO papers. Bank charges processing a fee which is certain % of total loan amount it may very from back to back. We always assist you to get dream journey come true in your dream car whom you deal with Modi Hyundai. There is a trust and whom there is a trust there is Modi Hyundai. A proudly 10 yrs of driving India Our finance staff helpful and co-operative. We have very supporting caring staff. We are giving all our best for the customer satisfaction We believe in giving our best effort to our customers need and satisfaction

ENVIRONMENT OF HYUNDAI
Our cars use a collection of innovative technologies we call 'Blue Drive' to help improve fuel consumption and reduce emissions. Together they can make a dramatic difference. The New i20 Blue, for example, emits just 84 g/km of CO2 and returns impressive economy. Today's Blue Drive technologies are just the beginning. But with Blue models throughout the Hyundai range offering leading ecoperformance, our new thinking means we can offer real, practical ways to reduce emissions substantially, here and now.

ELECTRIC POWER STEERING Replacing traditional systems that rely on pumps, hoses and oil, Electric Power Steering has fewer components, weighs less and consumes less engine power.

Diesel Particulate Filter (DPF) This filter traps soot particles, so exhaust smoke is virtually eliminated.

Low rolling resistance tyres Less effort means less energy. These tyres help reduce your fuel consumption and CO2 emissions, without compromising on grip or safety.

ISG (Intelligent Stop & Go) When you're sitting in traffic or waiting at the lights, ISG automatically stops the engine, then instantly restarts it when you press the clutch. You'll hardly notice it. But you could notice fuel savings of up to 15%.

SS

MARUTI SUZUKI
Maruti Suzuki India Limited ( maruti suzuki ), commonly referred to as Maruti and formerly known as Maruti Udyog Limited, is an automobile manufacturer in India. It is a subsidiary of Japanese automobile and motorcycle manufacturer Suzuki. As of November 2012, it had a market share of 37% of the Indian passenger car market. Maruti Suzuki manufactures and sells a complete range of cars from the entry level Esteem and Alto, to hatchback Ritz, A-Star, Swift, Wagon R, Zen and sedans DZire, Kizashi and SX4, in the 'C' segment Eeco, Omni, Multi Purpose vehicle Suzuki Ertigaand Sports Utility vehicle Grand Vitara. The company's headquarters are on Nelson Mandela Road, New Delhi.[1] In February 2012, the company sold its ten millionth vehicle in India.

PROFILE OF MARUTI SUZUKI:


Type Traded As Industry Founded Predecessor(s) Headquarters Key People Products Revenue Net Income Employees Parent Website MARUTI SUZUKI LOGO Public BSE:532500;NSE:MARUTI Automotive 1981 Maruti Udyog Limited New Delhi, India RC Bhargava(Chairman),Kenichi Ayukawa Automobiles Rs.369.34billion Rs.16.81billion 6,903(2011) Suzuki www.marutisuzuki.com

JOINT VENTURE RELATED ISSUES:


Relationship between the Government of India, under the United Front (India) coalition and Suzuki Motor Corporation over the joint venture was a point of heated debate in the Indian media till Suzuki Motor Corporation gained the controlling stake. This highly profitable joint venture that had a near monopolistic trade in the Indian automobile market and the nature of the partnership built up till then was the underlying reason for most issues. The success of the joint venture led Suzuki to increase its equity from 26% to 40% in 1987, and further to 50% in 1992. In 1982 both the venture partners had entered into an agreement to nominate their candidate for the post of Managing Director and every Managing Director will have a tenure of five years. R.C. Bhargava was the initial managing director of the company since the inception of the joint venture. Till today he is regarded as instrumental for the success of Maruti Suzuki. Joining in 1982 he held several key positions in the company before heading the company as Managing Director. Currently he is on the Board of Directors. After completing his five-year tenure, Mr. Bhargava later assumed the office of Part-Time Chairman. The Government nominated Mr. S.S.L.N. Bhaskarudu as the Managing Director on 27 August 1997. Mr. Bhaskarudu had joined Maruti Suzuki in 1983 after spending 21 years in the Public sector undertaking Bharat Heavy Electricals Limited as General Manager. In 1987 he was promoted as Chief General Manager. In 1988 he was named Director, Productions and Projects. The next year (1989) he was named Director of Materials and in 1993 he became Joint Managing Director. Suzuki did not attend the Annual General Meeting of the Board with the reason of it being called on a short notice. Later Suzuki Motor Corporation went on record to state that Bhaskarudu was "incompetent" and wanted someone else. However, the Ministry of Industries, Government of India refuted the charges. Media stated from the Maruti Suzuki sources that Bhaskarudu was interested to indigenise most of components for the models including gear boxes especially for Maruti 800. Suzuki also felt that Bhaskarudu was a proxy for the Government and would not let it increase its stake in the venture. If Maruti Suzuki would have been able to indigenise gear boxes then Maruti Suzuki would have been able to manufacture all the models without the technical assistance from Suzuki. Till today the issue of localization of gear boxes is highlighted in the press.

INDUSTRIAL REALATIONS

Since its founding in 1983, Maruti Udyog Limited experienced few problems with its labour force. The Indian labour it hired readily accepted Japanese work culture and the modern manufacturing process. In 1997, there was a change in ownership, and Maruti became predominantly government controlled. Shortly thereafter, conflict between the United Front Government and Suzuki started. Labour unrest started under management of Indian central government. In 2000, a major industrial relations issue began and employees of Maruti went on an indefinite strike, demanding among other things, major revisions to their wages, incentives and pensions. Employees used slowdown in October 2000, to press a revision to their incentive-linked pay. In parallel, after elections and a new central government led by NDA alliance, India pursued a disinvestments policy. Along with many other government owned companies, the new administration proposed to sell part of its stake in Maruti Suzuki in a public offering. The worker's union opposed this sell-off plan on the grounds that the company will lose a major business advantage of being subsidised by the Government, and the union has better protection while the company remains in control of the government. The standoff between the union and the management continued through 2001. The management refused union demands citing increased competition and lower margins. The central government prevailed and privatized Maruti in 2002. Suzuki became the majority owner of Maruti Udyog Limited.

PRODUCTS AND SERVICES


CURRENT AUTOMOBILES 1. Omni (Launched 1984) 2. Gypsy (launched 1985) 3. WagonR (Launched 1999) 4. Alto (Launched 2000) 5. Swift (Launched 2005) 6. Estilo (Launched 2006) 7. SX4 (Launched 2007) 8. Swift DZire (Launched 2008) 9. A-star (Launched 2008) 10. Ritz (Launched 2009) 11. Eeco (Launched 2010) 12. Alto K10 (Launched 2010) 13. Maruti Ertiga (launched 2012), seven seater MPV R3 designed and developed in India, will compete with Toyota Innova, Mahindra Xylo, and Tata Sumo Grande. In early 2012, Suzuki Ertiga will be exported first to Indonesia in Completely Knock Down car 14. Maruti XA Alpha based compact SUV to compete with the Ford EcoSport & Renault Duster will be launched in the year 2014. 15. Maruti Alto 800(Launched 2012), Maruti Alto 800 is finally out with a price tag of Rs.2.44 lakh (ex-showroom New Delhi). Maruti has rolled out three standard variants-Alto 800 Base, Alto 800 LX and Alto 800 LXi and three CNG variants -Alto 800 CNG Base,Alto 800 CNG LX and Alto 800 CNG LXi. The 0.8 litre of petrol engine is very fuel efficient and pushes the car to produce high class mileage of 17 to 22 km per litre. The 45.7BHP of peak power produced by the engine is also successful on road by delivering top-notch performance.

IMPORTED AUTOMOBILES: 1.Grand Vitara (Launched 2007) 2. Kizashi (Launched 2011) DISCONTINUED AUTOMOBILES: 1. 2. 3. 4. 5. 6. Zen (19932006) Esteem (19942008) Baleno (19992007) Versa (20012010) Grand Vitara XL7 (20032007) 800 (1983-2012)

SALES AND SERVICE NETWORK


As of 31 March 2011 Maruti Suzuki has 933 dealerships across 666 towns and cities in all states and union territories of India. It has 2,946 service stations (inclusive of dealer workshops and Maruti Authorised Service Stations) in 1,395 towns and cities throughout India. It has 30 Express Service Stations on 30 National Highways across 1,314 cities in India. Service is a major revenue generator of the company. Most of the service stations are managed on franchise basis, where Maruti Suzuki trains the local staff. Other automobile companies have not been able to match this benchmark set by Maruti Suzuki. The Express Service stations help many stranded vehicles on the highways by sending across their repair man to the vehicle.

MARUTI INSURANCE Launched in 2002 Maruti Suzuki provides vehicle insurance to its customers with the help of the National Insurance Company, Bajaj Allianz, New India Assurance and Royal Sundaram. The service was set up the company with the inception of two subsidiaries Maruti Insurance Distributors Services Pvt. Ltd and Maruti Insurance Brokers Pvt. Limited. This service started as a benefit or value addition to customers and was able to ramp up easily. By December 2005 they were able to sell more than two million insurance policies since its inception. ACCESSORIES Many of the auto component companies other than Maruti Suzuki started to offer components and accessories that were compatible. This caused a serious threat and loss of revenue to Maruti Suzuki. Maruti Suzuki started a new initiative under the brand name Maruti Genuine Accessories to offer accessories like alloy wheels, body cover, carpets, door visors, fog lamps, stereo systems, seat covers and other car care products. These products are sold through dealer outlets and authorized service stations throughout India.

AWARDS AND RECOGNITION The Brand Trust Report published by Trust Research Advisory has ranked Maruti Suzuki in the seventh position in 2011 and the sixth position in 2012 among the brands researched in India. Bluebytes News a news research agency, rated Maruti Suzuki as India's Most Reputed Car Company in their Reputation Benchmark Study conducted for the Auto (Cars) Sector which launched in April 2012.

MARUTI SUZUKI CAR MODELS & PRICES

CAR MODEL Maruti Suzuki Omni Maruti Suzuki 800 Maruti Suzuki Alto 800 Maruti Suzuki Eoco Maruti Suzuki Alto Maruti Suzuki Zen Estilo Maruti Suzuki Wagnor R 1.0 Maruti Suzuki A-Star Maruti Suzuki Ritz Maruti Suzuki Swift Maruti Suzuki Swift Dzire Maruti Suzuki Gypsy Maruti Suzuki Ertiga Maruti Suzuki SX4 Maruti Suzuki Kizashi Maruti Suzuki Grand Vitara

PRICE Rs. 2,13,165 Rs. 2,19,428 Rs. 2,54,122 Rs. 3,23,108 Rs. 3,34,063 Rs. 3,58,874 Rs. 3,71,149 Rs. 3,94,801 Rs. 4,48,642 Rs. 4,64,566 Rs. 5,09,596 Rs. 6,08,559 Rs. 6,21,855 Rs. 7,65,231 Rs. 16,97,521 Rs. 23,65,127

MARUTI SUZUKI ALTO


The Suzuki Alto is a small car (kei car) designed by Suzuki. Its selling points have long included a low price and good fuel economy. The model, currently in its seventh generation, was first introduced in 1979 and has been built in many countries worldwide. The Alto badge has often been used on different cars in Japan and in export markets. The Suzuki Alto European market version of the Maruti Suzuki A-Star was unveiled at the 2008 Paris Motor Show. It was developed to be a global car and will be made at Maruti Suzuki's plant in Manesar, Haryana, India. It is stylistically based on the Suzuki A-Star Concept. The Alto was conceived as a response to high petrol prices and global warming. The vehicle's emissions will be only 103g of CO2/km. It will be an eco-friendly car priced from 6,795 OTR. The Maruti Suzuki A-Star is also produced for Nissan, its version is called Nissan Pixo. Manufacturer Also called
Production

Class Body Style

Suzuki Maruti 800, Zen, Alto, Nissan Pixo etc. 1979-Present City Car, Kie Car 3-door hatchback, 3-doorVan, 4-door Sedan, 5-door hatch back

MARUTI SWIFT
The Suzuki Swift is a subcompact car produced by Suzuki in Japan since 2000. Prior to this, the "Swift" nameplate had been applied to the Suzuki in export markets such as Australasia, Europe, India and North America. The Swift was marketed in the Japanese domestic market (JDM) as the Cultus and elsewhere as the Suzuki Forsa, Suzuki Jazz, Chevrolet Swift, Chevrolet Sprint and Sprint Metro, Geo and Chevrolet Metro, Pontiac Firefly, Maruti 1000, Holden Barina and Subaru Justy. Versions of the second generation Cultus were also produced until 2007 in India and the car remains in production today in Pakistan. In 2009 Peter Scott won the Suzuki Swift Cup, the junior swift cup and the British Rally Championship R1 class. Manufacturer Production Predecessor Class Layout Suzuki 2000-Present Suzuki Cultus Supermini Car Front Engine, Front- Wheel Drive

MARUTI SWIFT DZIRE


Maruti Suzuki launched the Maruti Dzire in India on 26 March 2008. It is a sedan version of the Swift hatchback. It replaced the long standing Maruti Esteem and shared its engines with the hatchback. Swift DZire is a result of an indigenous project started in 2005 to design a threebox notchback version of the Swift hatchback. Some changes have been made to the cars overall styling to seamlessly integrate the boot. The wheelbase remains the same. The car weighs about 3035 kilograms (6677 lb) more than the hatchback. Few modifications in the rear suspension have been done to cope with the additional weight of the boot and improve the ride quality for the rear passengers.

Adjustments in the rear seat inclination have been made to improve the rear seat comfort and legroom. In February 2012, Maruti launched the new Swift Dzire, which is based on the third-generation Swift. Unlike the previous generation, it is a compact sedan under 4000 mm. It shares its engines with the hatchback. Like the previous car, changes to the suspension have been made. It also has two-tone beige and black interiors, unlike the hatchback's allblack interiors. Maruti Suzuki in India launched the second generation of its sedan Maruti Swift Dzire on 1 February 2012.

MARUTI SUZUKI ERTIGA


The Suzuki Ertiga, basically meaning Swift with three rows in Indonesian, is a seven seater mini MPV developed by Japanese automaker Suzuki and its Indian subsidiary Maruti Suzuki. It is also built by Changan Suzuki in China. It was launched on 12 April 2012 in India and on 22 April 2012 in Indonesia. Maruti Suzuki proclaims it to be the first LUV (Life Utility Vehicle). It competes with the Toyota Innova, Mahindra Xylo, Tata Sumo Grande, Toyota Avanza and Nissan Grand Livina. This car is powered by K-series 1.4 litre petrol engine. A diesel version of this car is powered by Fiat's 1.3 litre Multijet engine. The car is based on extended Suzuki Swift platform. This means that the Ertiga is a monocoque MPV; the first in India. It is also considered to be a cross between a saloon/hatchback and an MPV. It has beaten long-reigning Toyota Innova.

Manufacturer Also Called Production Assembly Class Layout

Maruti Suzuki (India) Mazda VX-1 2012-Present India, Indonesia, China Mini MPV FF Layout

MARUTI SUZUKI GRAND VITARA/ ESCUDO


The Suzuki Escudo (known as Sidekick in North America, Vitara in most of Western Europe, Bolivia, Ecuador, the Philippines, Hong Kong, Taiwan as well as North America after 1999 and the Grand Vitara in the United Kingdom, Eastern Europe, parts of South Asia, the Caribbean, South Africa, Iran and Australia) is an off-road vehicle that has been in production since 1988. The North American version was produced as a joint venture between Suzuki and General Motors known as CAMI. The vehicle was a follow-up to the popular SJ413 and Samurai. Also, this vehicle, while sold in North America, was designed to slot above the Samurai. A larger version is also made, known as the Suzuki Grand Escudo (known as Grand Vitara XL-7 in other markets).The name is derived from the "escudo", the monetary unit of Portugal until the Euro was adopted. Manufacturer Production Assembly Layout Suzuki 1988-Present Iwata, Japan, Indonesia, Spain etc. Front Engine, Four- Wheel Drive, RearWheel Drive

MARUTI SUZUKI GYPSY


The Maruti Gypsy is a four-wheel-drive vehicle based on the long wheelbase Suzuki Jimny SJ40/410 series. It is primarily an off-road vehicle, or a vehicle for rough unprepared roads, as it offers neither a ride quality nor an interior comparable to that of a modern SUV. It is manufactured in India by Maruti Suzuki. It was introduced in the Indian market in December 1985 with the 970 cc F10A Suzuki engine and while sales were never very high it became very popular with law enforcement. It was codenamed MG410, which stood for "Maruti Gypsy 4-cylinder 1.0-litre engine". Initially, it was only available as a soft-top; but a bolt on hardtop was later introduced to the public after the aftermarket hardtops became popular. It instantly replaced Premier Padmini as the quintessential Indian rally car due to its performance, reliability, tunability and the go-anywhere capability.

Dimensions:

Length 4,010 mm (157.9 in) Width 1,540 mm (60.6 in) Height 1875/1845 mm* Wheelbase 2,375 mm (93.5 in) Front Track 1,300 mm (51.2 in) Rear Track 1,310 mm (51.6 in) Kerb Weight 985 kg/1, 040 kg* Gross Vehicle Weight 1585 kg/1,620 kg*

FINANCE SCHEME OF MARUTI SUZUKI


CSD CSD Eligibility This scheme is extended to all commissioned Officers belongs to Ministry of Defence including PBORs belonging to Ministry of Defence, subject to conditions and guidelines as issued by CSD.

MODELS
All Maruti Suzuki brands are registered with Canteen Stores Department. Benefits extended through this scheme:

FINANCE FACILITY Personnel on their request to the concerned dealers shall be given a finance options. Financers usually come with attractive schemes for Maruti Suzuki, same shall be applicable to them. Apart from financing from banks they do have in-house facility to get the loan sanctioned. How to book car at any CSD Area Depot? Submission of an Indent for purchase to the selected area Depot. Full Payment by a Demand Draft in favour of 'Canteen Stores Department Public Fund Account (Main)' payable at selected location. Serving officer, to attach copy of salary slip and PAN Number. Retired officer, to attach copy of discharge slip/preliminary pension order and PAN Number.

MARUTI SUZUKI SALES IN MARCH 2013


Car market leader Maruti Suzuki India Limited sold a total of 119,937 units in March 2013.This includes 12,047 units of exports. With this, the Company closed the fiscal 2012-13 with a total sales of 1,171,434 units, a growth of 3.3 % over previous year. During the year, the Company sold 1,051,046 units in the domestic market, a growth of 4.4 % over the previous year. The sales figures for March 2013 are given below:
March Segment Models 2013 A: Passenger cars M800, Alto, A-Star, : Mini WagonR A: Passenger cars Swift, Estilo, Ritz : Compact A: Passenger cars DZire : Super Compact A: Passenger cars SX4 : Mid-Size A: Passenger cars Kizashi : Executive TOTAL A: PASSENGER CARS Gypsy, Grand Ertiga* Omni, Eeco 45047 25868 20078 2012 52826 27913 16451 % Change -14.7% -7.3% 22.0% 2012-13 429569 255302 169571 Till March 2011-12 491389 235754 110132 % Change -12.6% 8.3% 54.0%

903

1520

-40.6%

6707

17997

-62.7%

0 91896 Vitara, 6488 9506 107890 12047 119937

48 98758 1530 12436 112724 13228 125952

--6.9% 324.1% -23.6% -4.3% -8.9% -4.8%

188 861337 79192 110517 1051046 120388 1171434

458 855730 6525 144061 1006316 127379 1133695

-59.0% 0.7% 1113.7% -23.3% 4.4% -5.5% 3.3%

B: Utility Vehicles C: Vans

Total Domestic Sales Total Export Sales Total Sales (Domestic + Export)

SEGMENTATION, TARGETING AND POSITIONING OF MARUTI SUZUKI

SEGMENTATION
Complete automobile segment including sedans & SUVs

TARGETING
Indian urban and semi-urban middle class and upper middle class

POSITIONING
Indias No.1 automobile brand with strong legacy

COMPETITORS OF MARUTI SUZUKI 1. Honda 2.Toyota 3.Nissan 4.Hyundai 5.Fiat 6.Mitsubishi 7.Chevrolet 8.Tata Motors 9. Skoda 10. Toyota 11. Volkswagen 12. Ford

SWOT ANALYSIS OF MARUTI SUZUKI

STRENGTH
-Maruti is the largest passenger car company inIindia. -Over 6,000 people are employed with Maruti. - Largest distribution network of services.

WEAKNESS
-Inability to penetrate into the international market. -Employee management, strikes, worker wage problems.

SWOT ANAYSIS
OPPORTUNITIES
-Developing hybrid cars & fuel effecient cars for the future. -Fast growing automobile market. -Increased purchasing powers.

THREATS
-Government policies for the automobile

sector. - Ever increasing fuel prices. - Intense competition from the global automobile brands.

STRENGTHS:

Maruti Udyog limited (MUL) is in a leadership position in the market with a market share of 48.74 Major strength of MUL is having largest network of dealers and after sales service centres in the country. Good promotional strategy is adopted by MUL to transfer its thoughts to the people about its products. Maruti Suzuki recorded highest number of domestic sales with 9,66,447 units from 7,65,533 units in the previous fiscal. It recently attained the 10million domestic sales mark. Strong Brand Value and Loyal Customer Base are big strengths for MUL There are around 15 vehicles in Maruti Product portfolio. Has good product lines with good fuel efficiency like Maruti Swift, Diesel, Alto etc Alto still beats the small car segment with highest number of sales MUL is the first automobile company to start second hand vehicle sales through its Truevalue entity. MUL has good market share and hence its after sales service is a major revenue contributor.

WEAKNESSES:

Low interior quality inside the cars when compared to quality players like Hyundai and other new foreign players like Volkswagen, Nissan etc. Government intervention due to having share in MUL. Younger generations started getting a great affinity towards new foreign brands The management and the companys labour unions are not in good terms. The recent strikes of the employees have slowed down production and in turn affecting sales. Maruti hasnt proved itself in SUV segment like other players.

OPPORTUNITIES:

MUL has launched its LPG version of Wagon R and it was a good move simultaneously MUL can start R&D on electric cars for a much better substitute of the fuel. Marutis cervo 600 has a huge potential in tapping the middle class segment and act as a strong threat to Nano. New DZire from Maruti will capture the market share and expected to create the same magic as Maruti Esteem(currently not available) Export capacity of the company is giving new hopes in American and UK markets. Economic growth of the country is constantly increasing and the government is working hard to increase the gdp to double digit.

THREATS:

MUL recently faced a decline in market share from its 50.09% to 48.09 % in the previous year(2011) Major players like Maruti Suzuki, Hyundai, Tata has lost its market share due to many small players like Volkswagen- polo. Ford has shown a considerable increase in market share due to its Figo. Tata Motors recent launches like Nano 2012, Indigo e-cs are imposing major threats to its respective competitors segment. China may give a good competition as they are also planning to enter into Indian car segment. Launch of Hyundais H800 may result in the decline of Alto sale.

REVIEW OF LITERATURE

Although extensive research has been conducted on different aspects of direct marketing, one area receiving scant attention is how consumers schema of the three elements of direct marketing(source, media, and response channel) affects their purchase behaviour. The lack of research on schematic information processing is not surprising, giving the newness of the field of direct marketing. Only recently have scholars from such diverse areas of consumer behaviour, cognitive psychology, and marketing communication begun to contribute to the literature on cognitive processes related to the direct marketing phenomenon. What is encouraging for direct marketing though is that a vast body of literature exists on how consumers engage in schematic information processing and respond to eternal stimuli. This body of literature can provide both the impetus and direction for conducting schema-related research in direct marketing. It is with this in mind that this brief literature review on schematic information processing and direct marketing is being presented. The study of cognitive behaviour such as how people receive, process an interpret information has a long, rich tradition. Besides others, ASCH (1946), BARTLETT (1932), and PIAGET (1952) were the early psychologists who focused on the usefulness of the schema construct for understanding cognitive behaviour. In the cognitive psychology literature, schema is defined as an internal cognitive structure which contains knowledge about the attributes of a category and the links among these attributes (Rummelhart and Ortony 1977). Rummelhart (1984) also notes that a schema theory is a theory about how knowledge is represented and how this representation facilitates the use of knowledge in particular ways. People develop and use a schema for different things such as social situation, products and countries. As a packet of knowledge, a schema aids information processing and decision making. For example, people with a schema for a theatre can drive to a theatre, park their car, purchase tickets, and seat themselves, all with a minimum expenditure of cognitive effort. In contrast, people who do not have a theatre schema, will spend more time in processing information and making decisions. Numerous studies have been conducted to study the effect of schema on consumer behaviour. For example, MEYERS-LEVY and TYBOUT (1989) found that the presence of moderate schema incongurity enhanced product evaluations and SUJAN, BETTMN AND SUJAN (1986) discovered that customers prior notions about typical sales people affected their information processing. Furthermore, AKHTER, ANDREWS an DURVASULA ( 1944) found that under schema congruity, that is, when there is a match between brand and store, favourable brand judgements were formed; and under schema incongurity, that is, there is a mismatch between brand and store, unfavourable brand judgements were formed. The use of schema construct for understanding consumer behaviour related to direct marketing offerings has also been demonstrated. Just as consumers have schemas for retail stores, brands and products, AKHTER (1989) hypothesized that consumers also have schema for Direct Marketing. The three elements are the Source (direct marketers), Media (catalogs, direct mail etc), and the Response Channel (ordering by mail or telephone). Akhter (1989) noted that the organization of source, media and response channel schemas will generate favourable or unfavourable affective responses in consumers, which, in turn, influence their purchase

behaviour. While the schematic information framework proposed by Akhter found support in the United States (Akhter and Duravasula 1991), it is not known whether the same schema framework can find support cross-culturally. Given the rapid growth of direct marketing activity worldwide, it is important for direct marketers who wish to operate in the various regions of the country to know whether consumers attitude elements affects their purchase behaviour in various centres of region. By Zach Bowman RSS feed

The study also evaluated which buyers were more likely to return to an automaker for their next purchase, and the data revealed women and younger buyers had a higher brand retention rate than older consumers and males. Honda, Hyundai, Kia and MercedesBenz were all found to be particularly adept at keeping their female customers, while Ford, Kia, Lexus and Mercedes-Benz did a better job of holding onto buyers from Gen X and Y. Hit the jump for the full results of the 2012 Customer Retention Study.

NOVEMBER 10, 2011.BY: ROBIN WULFFSON, M.D. A decade ago, Hyundai was regarded as a manufacturer of inexpensive vehicles, which lacked quality. Currently, Hyundais are still a good value; however, they have made great strides in the quality arena. On November 10, Hyundai Motor America announced that its upward momentum in quality was continuing with the industrys biggest long-term gain in ALGs Fall 2011 Perceived Quality Study (PQS). Hyundai earned the No. 9 spot moving up nine spots from 18th place over the past three years. Twice a year, ALG surveys approximately 3,000-4,000 U.S. consumers to gauge perceptions of a number of mainstream and luxury automotive brands for its PQS. Hyundai has made impressive efforts to improve brand perception and we can see that it has truly paid off in the mainstream rankings, said Eric Lyman, Vice President, Residual Value Solutions, ALG. Hyundais ongoing success is largely attributed to the positive reception of the newly redesigned Elantra and Accent models, as well as the all-new Veloster, all three of which have received significant consumer interest and positive reception since their respective launches. These vehicles in addition to the rest of the Hyundai line-up contributed to Hyundais success last month in shattering 2010s full year sales record with 545,316 vehicles sold to date. Hyundai continues to impress car shoppers with the level of quality throughout the line-up from the entry level Accent all the way to our flagship Equus sedan, said Frank Ferrara, executive vice president, Customer Satisfaction, Hyundai Motor America. And, with a slew of recently launched and redesigned models, Hyundai quality and brand perception will continue to grow.

RESEARCH METHODOLOGY

Research is a systematic method of finding solutions to problems. It is essentially an investigation, a recording and an analysis of evidence for the purpose of gaining knowledge. According to Clifford woody, research comprises of defining and redefining problem, formulating hypothesis or suggested solutions, collecting, organizing and evaluating data, reaching conclusions, testing conclusions to determine whether they fit the formulated hypothesis. Sampling Design

A sample design is a finite plan for obtaining a sample from a given population. Simple random sampling is used for this study.

Sample Size. Number of the sampling units selected from the population is called the size of the sample. Sample of 50 respondents were obtained from the population.

Sampling Procedure. The procedure adopted in the present study is probability sampling, which is also known as chance sampling. Under this sampling design, every item of the frame has an equal chance of inclusion in the sample. Methods of Data Collection. The data is collected through Primary(Questionnaires) and Secondary sources (Internet Websites. Description of Population:Area of Research: Dehradun Sample Size Method : 50 : Random Sampling

RESEARCH PROCESS

1. Formulate the problem.

2. Evaluate the cost of Research

3. Prepare the list of information.

4. Research Design information.

5. Data Collection.

6. Select the sample type.

7. Determine the sample size.

8. Organize the field work.

9. Analyse the data and report preparation.

ANALYSIS & INTERPRETATION

1.Do you own a car?

Category Yes No

No. of respondents 43 7

% of respondents 86% 14%

Percentage of Respondents
14%

yes no

86%

Interpretation: From the above anaysis it is concluded that 86% of respondents own a car and 14% of respondents do not own a car.

2.How much cars do you own?

Category One Two More than two

No. of respondents 32 9 2

% of respondents 74 21 5

Percentage of Respondent
5%

21% one two more than two 74%

Interpretation: It is interpreted that from the total sample taken 74% of respondents owned a single car, and 21% of respondents owned two cars either of same brand or different brands and only just 5% of respondents owned more than two cars.

3.If yes, which brand do you have?

Category Hyundai Maruti Other Both

No. of respondent 5 28 9 1

Percentage of respondent 12 65 21 2

Percentage of Respondent
2% 12% 21% hyundai maruti other both

65%

Interpretation: It is concluded that 65% of respondents owned the MARUTI brand cars in comparison to other brand cars, MARUTI is in great demand, 12% of repondents owned HYUNDAI, 21% of respondents owned cars other than Maruti & Hyundai and only just 2% respondents own both the brands i.e Hyundai and Maruti.

4.What features enforce you to prefer your brand?

Category Mileage Price Safety Performance Technology More than one

No. of respondents 4 1 1 1 1 42

% of respondents 8% 2% 2% 2% 2% 84%

Percentage of Respondents
8% 2% 2% 2% 2% mileage price safety performance technology more than one 84%

Interpretation: From the above analysis we can identify that respondents do not remain restrict to one feature only they used to comply with more than one features and 84% of respondents comply with more than one features. 8% of respondents remain restrict to mileage only. Price, Safety, Technology and Performance comes at number third priority, i.e only 2% of respondents comply with this feature.

5.Which car you prefer the most?

Category Petrol Diesel

No. of respondents 36 14

% of respondents 72 28

Percentage of Respondents

28%

petrol diesel

72%

Interpretation: From the above analysis it is clearly understood that, 72% of respondents are in a favour of petrol cars and rest 28% are in favour of diesel cars.

6.Which colour would you prefer most for your car?

Category Black White Grey Red More than one

No. of respondents 14 17 2 3 14

% of respondents 28% 34% 4% 6% 28%

Percentage of Respondents

28%

28%

black white grey

6% 4% 34%

red more than one28%

Interpretation: It is clearly understood from the above, that 34% of respondents want to have their cars of white colour followed by 28% with black and a combination of more than one. 6% of respondents want their car with purple colour and 4% respondents are in favour of grey colour.

7.What amount of money would you like to invest in your car?

Category 1 lakh to 4 lakhs 4 lakhs to 8 lakhs 8 lakhs to 15 lakhs 15 lakhs to 30 lakhs 30 lakhs and above

No. of respondents 10 27 10 2 1

% of respondents 20% 54% 20% 4% 2%

Percentage of Respondents
2% 4% 20% 20% 1 lakh - 4 lakhs 4lakhs - 8 lakhs 8 lakhs - 15 lakhs 15 lakhs - 30 lakhs 30 lakhs and above

54%

Interpretation: It is clearly understood from the above, that 54% of respondents like to invest the money in their car between 4lakhs to 8 lakhs. 20% of respondents like to invest the money between 1lakhs to 4 lakhs followed by 8 lakhs to 15 lakhs. 4% of respondents like to invest the money between 15lakhs to 30 lakhs and only 2% of respondents like to invest between 30lakhs & above.

8.How many number of seats do you want in your preferred car?

Category Five More than five

No. of respondents 32 18

% of respondents 64% 36%

Percentage of Respondents

36% five more than five 64%

Interpretation: From the above analysis it is clear that 64% of people want 5 seaters car and rest 36% respondents want more than 5 seaters car.

9.In which of the following procedures, do you participate in the process of purchase a brand choice?

Category Purchase decision of a new car Decision of the budget Initial choice of brands and models Test drive Final decision on maker and model More than one

No. of respondents 10 4 15 6 2 13

% of respondents 20% 8% 30% 12% 4% 26%

Percentage of Respondents
Decision of the budget 8% 20% Initial choice of brands and models Test drive 30% Final decision on maker and model 26% 12% more than one purchase decision of a new car

4%

Interpretation: It is clear from the above anaysis, that 30% of reespondents go for the initial choice of brands and models, 26% of respondents comply with more than one features as stated above, 20% of respondents go with the decision of purchase of a new car. 12% of respondents go for test drive first and than take any other decision as stated above. 8% of respondents sreeses on their decision of budget followed with 4% of final decision of maker & model.

10.From where did you get the information regarding the car?

Category Reference group Advertisement Colleagues Media Hoarding More than one

No. of respondents 7 15 5 8 2 13

% of respondents 14% 30% 10% 16% 4% 26%

Percentage of Respondents
14% 26% reference group advertisement colleagues 4% 30% media hoarding more than one 10%

16%

Interpretation: As above stated there are many sources of information, from where we can get information regarding the cars and after analysis it is clear that 30% of respondents get information via advertisements, 26% of rspondents get the information from more than one sources like advertisement, media & hoarding etc. 16% of respondents get information from media followed by14,10 and4% of respondents get information from Reference group, Colleagues & Hoardings.

11.Which brand according to you, give the competition to your preferred brand car?

Category Tata Mahindra Jaguar Volkswagen Ford Chevrolet Nissan Toyota Any other More than one

No. of respondents 7 2 3 4 6 7 3 2 6 10

% of respondents 14% 4% 6% 8% 12% 14% 6% 4% 12% 20%

Percentage of Respondents
tata 20% 14% 4% 6% 12% 8% mahindra jaguar volkswagen ford chevrolet nissan 4% 6% 14% 12% toyota any other more than one20%

Interpretation: It is understood from the above, that there are different brands of cars available in the market, which had to face competition from one or the other brand. 20% of respondents believe that they had to face competion from more than one brand. 14% of respondents believe that they had to face competition from Chevrolet & Tata. 12% of respondents believe that they had to face competition from any other brand car & Ford. 8% of respondents has to bear the competition from Volkswagen.

12. What kind of payment mode would you prefer to adapt?

Category Cash account Installment Loan More than one

No. of respondents 26 12 10 2

% of respondents 52% 24% 20% 4%

Percentage of Respondents
4% 20% cash account installment 52% 24% loan more than one

Interpretation: It is analysed from the above that 52% of respondents like to adopt the cash account paymment mode. 24% of respondents would go for installment payment mode. 20% of reespondents are in a favour of to adopt loan payment mode.

13. If you are going to be a customer of your preferred brand in future, what will be your expectation?

Category More variety of cars More value for money Improved quality of car Better after sales service More than one

No. of respondents 9 12 12 7 10

% of respondents 18% 24% 24% 14% 20%

Percentage of Respondents

20%

18% more variety of cars more value for money

14% 24%

improved quality of car better after sales service more than one

24%

Interpretation: From the above it is clear that, 24% of respondents expect from teir brand is improved quality of car & more value for money. 20% of respondents expect more than one features from the above stated features. 18% of respondents expect more variety of cars from the current brand they are using. 14% of respondents expect better after sale service from their current brand that they are using.

14. For the following factors, which brand you preferred most(Hyundai vs. Maruti)? Category MARUTI No. of Respondents 40 36 24 22 15 30 42 HYUNDAI No. of Respondents 10 14 26 28 35 20 8

Price Mileage Power speed Technology Accessories After sales service

60

50

40 hyundai maruti 20

30

10

0 price mileage power speed technology accessories

Interpretation: From the above anaysis it is clear that, in terms of Price Maruti is better than Hyundai. In terms of Mileage again Maruti(36) is better than Hyundai(14). In terms of Power,Speed & Technology Hyundai is better than Maruti. And in terms of Aceesories, Maruti rates higher than Hyundai.

CONCLUSION

As my project is based on the comparison between two cars i.e Hyundai & Maruti. My study is based on three objectives: 1. To study the factors influencing consumers to buy a car. 2. To study the influence of media and advertisement. 3. To analyse which car is best (Hyundai or Maruti). Through Data analysis and Interpretation it is clear that there is more than one factor which influences the consumer to buy a car. There is more than one factor of media which influence the consumer to buy a car For example, Advertisement and Reference Group are the most crucial factors which contribute the most in making decision regarding the purchase of a car. After thorough study and comparison I came to know that Maruti is better than Hyundai in terms of price, mileage, accessories & after sale service and these are the only very important factors which a consumer looks first in purchasing of a car.

As Maruti Udyog limited (MUL) is in a leadership position in the market with a market share of 48.74 Major strength of MUL is having largest network of dealers and after sales service centres in the country. Good promotional strategy is adopted by MUL to transfer its thoughts to the people about its products. Maruti Suzuki recorded highest number of domestic sales with 9,66,447 units from 7,65,533 units in the previous fiscal. It recently attained the 10million domestic sales mark. Strong Brand Value and Loyal Customer Base are big strengths for MUL There are around 15 vehicles in Maruti Product portfolio. Has good product lines with good fuel efficiency like Maruti Swift, Diesel, Alto etc Alto still beats the small car segment with highest number of sales MUL is the first automobile company to start second hand vehicle sales through its Truevalue entity. MUL has good market share and hence its after sales service is a major revenue contributor.

BIBLIOGRAPHY
1. 2. 3. 4. 5. 6. 7. 8. 9. 10. Articles.Economictimes.hyundai.com. Articles.EconomicTimes.India times.com. Baset Abdel (2003),Research Methodology, Sub line Publications, Jaipur. C:/Documents & Settings/ims/Desktop/Hyundai Literature Review.htm. C:/Documents & Settings/ims/Desktop/Maruti Literature Review.htm. London L. David & Bitta Albert J.Delk (2002), Consumer Behaviour, Tata Mc Graw Hill, New Delhi. Online.wsj.com. Saxena R.PAbidi N. &Malik A (2000), Consumer Behaviour, Reference Group as a Determinant Productivity,41(3),478-483. www.marutisuzuki.com. www.hyundai.com.

ANNEXURES(Questionnaires)

1.Do you own a car? Yes No

2.How many cars do you own? One Two More than one

3.If yes, which brand you have? Hyundai Maruti Both

4. What features enforce you to prefer your brand? Mileage Price Color Safety Speed Power Performance Technology Shape Size Equipment Finance Scheme Interior Design 5.Which car you prefer the most? Petrol Diesel

6.Which color would you prefer most for your car? Black White Grey Yellow Red More than One 7.What amount of money would you like to invest in your car? a) 1,00,000 to 4,00,000 b) 4,00,000 to 8,00,000 c) 8,00,000 to 15,00,000 d) 15,00,000 to 30,00,000 e) 30,00,000 & above 8. How many no. of seats do you want in your preferred brand car? a) Five b) More than five 9.In which of the following procedures do you participate in the process of purchase a brand choice? a) Purchase deciusion of a new car b) Decision of the budget c)Initial choice of brands and models d) Contact car dealers e) Test Drive f) Final decision on maker & model

10.From where did you get the information regarding the car? a) Reference group b) Advertisement c) Colleagues d) Media e) Hoarding f) More than one 11. Which brand according to you give the competition to your preferred brand car? a) Tata b) Mahindra c) Jaguar d) Volkswagen e)Ford f) Chevrolet g) Nissan h) Toyota i) Any other

12.What kind of payment mode would you prefer to adopt? a) Cash Account b) Insatllment c) Loan d) More than one

13. If you are going to be a customer of your preferred brand in future, what will be your expectation? a) More variety of cars b) More value for money c) Improved quality of car d) Better after sale service 14. For the following factors, which brand you preferred most? ( Hyundai VS. Maruti) a) Price b) Mileage c) Power d) Speed e) Color f) Technology g) Aceesories h) After sale service 15 .Any other suggestion for your preffered brand?