i

A STUDY ON THE CONSUMER PERCEPTION OF HYUNDAI SANTRO CARS IN SALEM CITY

By

P.SARAVANA KUMAR
Reg.No. 71103631038

of KONGU ENGINEERING COLLEGE Perundurai, Erode 638 052. A PRO!ECT REPORT Submitted to the

FACULTY OF MANAGEMENT SCIENCES

In partial fulfillment of the requirements for the award of the degree of

MASTER OF "USINESS ADMINISTRATION

!#$e %00&

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"ONAFIDE CERTIFICATE

Certified that this pro e!t report tit"ed 'A STUDY ON THE CONSUMER PERCEPTION OF HYUNDAI SANTRO CARS IN SALEM CITY( is the bonafide #or$ of M).P. SARAVANA KUMAR #ho !arried out the resear!h under my super%ision. Certified further, that to the best of my $no#"ed&e the #or$ reported herein does not form part of any other pro e!t report or dissertation on the basis of #hi!h a de&ree or a#ard #as !onferred on an ear"ier o!!asion on this or any other !andidate.

S#*e)+,-o)

D,)e./o)

V,+0 1 +o.e 2e34 o$ 5555555555

I$/e)$03 E607,$e)

E6/e)$03 E607,$e)

iii

A"STRACT

'he study entit"ed (Consumer per!eption of )yundai Santro !ars in Sa"em City* #as !ondu!ted in Sa"em City #ith spe!ia" referen!e to )+,-./0 12'23S 0-.0/ 4010'E.. 'he study #as underta$en to $no# the per!eption "e%e" of the Santro !ar users and other b5se&ment !ar users to#ards %arious brands "i$e 'ata 0ndi!a, 1aruti 6a&on 3, 1aruti 7en, 1aruti /"to in re"ation to per!eption on %arious aspe!ts. 'he sur%ey #as !ondu!ted by !o""e!tion from %arious !onsumers. 1any ha%e not preferred to buy Santro !ars be!ause of per!eptua" error on !ost and si8e aspe!ts, so proper steps shou"d be ta$en to impro%e the a#areness of Santro !ars. 'he respondents #ho are usin& Santro !ars are most"y satisfied. 'he performan!e to some of the pre%ious %ersion Santro Cars are not &ood.

'he e9pe!tations of the !onsumers are :uite hi&h. 1any e9pe!t hi&h desi&n, !omfort, and mi"ea&e in "o#er !ost in%o"%ement. 'he e9perien!e of the !onsumers and their ratin& of the !ars are moderate, proper a#areness !ampai&ns shou"d be &i%en importan!e. /s the study #as "imited to Sa"em City on"y, it #as possib"e for the s!ho"ar to understand the demo&raphi! profi"es and !onsumer per!eption.

'he per!eption of indi%idua" !onsumers depends main"y on annua" in!ome, e9pe!ted and a!tua" performan!e of the produ!t as #e"" as e9terna" inf"uen!in& fa!tors "i$e so!iety and et!., Consumers prefer to ad%i!e of others a"so. Consisten!y in performan!e, "e%e" of satisfa!tion a"so has a ma or impa!t. 'he study of !onsumer per!eption to#ards Santro Cars &i%es an idea of indi%idua" preferen!e to#ards the produ!t based on %arious inf"uen!in& fa!tors

i% "i$e pri!e, &roup inf"uen!es, so!ia" inf"uen!es and Psy!ho"o&i!a" inf"uen!es. /nd a"so &i%es an idea on ratin& of produ!t done by the !onsumers &enera""y et!, parti!u"ar"y re"atin& to Sa"em City.

'he main o89e./,+e- of the study #ere to ana"yse the position of the Santro !ars and other B5Se&ment !ars ;in!"ude 1aruti 6a&on53, 1aruti 7en, 1aruti /"to and 'ata 0ndi!a< in the !onsumers mind, to measure the per!eption "e%e" #ith re&ard to pri!e, maintenan!e !ost, Ser%i!e, ad%ertisement impa!t, performan!e, safety, mi"ea&e, !omfort, desi&n and et!., to $no# the reason for preferrin& the parti!u"ar brand o%er the other brands and fina""y to re!ei%e su&&estions for the further impro%ement.

'he type of Re-e0).2 underta$en for the study #as .es!ripti%e resear!h and the samp"in& desi&n #as Stratified 3andom Samp"in&.

Both primary and se!ondary data #ere !o""e!ted by inter%ie# method and referrin& to the !ompany manua" and the #ebsite of the !ompany. 'he statisti!a" too"s used in the study #ere Per!enta&e ana"ysis, Chi S:uare /na"ysis.

'he "imitation of the study #as that the data pro%ided by the respondents may be fa"se at times and it is !onfined to 350 !onsumers on"y.

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%iii

ACKNO:LEDGEMENT

0f #ords are !onsidered as symbo"s of appro%a" of a!$no#"ed&ement then "et the #ords p"ay the hera"din& ro"e of e9pressin& my &ratitude to a"" those #ho ha%e he"ped me dire!t"y ;or< indire!t"y in this pro e!t. 0 e9press my sin!ere &ratitude to our honourab"e Correspondent T2,)#.P.S0/2,;07oo)/2; ".E. M.".A. M.S. and other !o""e&e trust members for a""o#in& me to de%e"op the pro e!t in their institution. 0 e9press my sin!ere than$s to our Prin!ipa" D).A.M.N0/0)090$, B.E., 1.S!.,;En&&<, Ph..., 10S'E, 1CS0, 10EE, =.0.E. 0t &i%es me &reat p"easure to a!$no#"ed&e my sin!ere than$s to P)o<. P. S#)e-2 K#70), 1.S!.;/&ri<., 1.B./., .ire!tor of .epartment of 1ana&ement Studies, >on&u En&ineerin& Co""e&e, Perundurai for his %a"uab"e ad%i!e for the !omp"etion of this pro e!t. 0 am &reat"y pri%i"e&e to e9press my fa!u"ty &uide M). R.S.R090$ 1./. ;4it<., 1.B./., .epartment of 1ana&ement Studies, >on&u En&ineerin& Co""e&e, Perundurai for his en!oura&ement and &uidan!e for the !omp"etion of this pro e!t. 0 #ish to e9press my deep sense of &ratitude to M). G.R07e-2 V.P. =HR> for offerin& me this pro e!t and M). ",703 V0704e+0$ A)e0 M0$0ge) H;#$40, Mo/o) P30?0 C2e$$0, M). R07e-2 K#70) A$#*,$4, !). E6e.#/,+e H;#$40, Mo/o) P30?0 C2e$$0, H;#$40, Mo/o)- I$4,0 L,7,/e4 =HMIL> for their time"y he"p and &uidan!e. /nd M). R07 K#70) S03e- M0$0ge) R070$, H;#$40, S03e7 for his time"y he"p and &uidan!e. 0 e9press my sin!ere than$s to a"" my friends and fami"y members for their !onstant support, b"essin&s and !o5operation, #hi!h they &a%e me at a"" steps of this pro e!t #or$.

i9

CONTENTS

C20*/e) No.

P0)/,.#30)LIST OF TA"LES LIST OF FIGURES

P0ge No.
i9 9i ? 5

INTRODUCTION ?.? 0ndian /utomoti%e 0ndustry 50ndustry Profi"e ?.2 Company Profi"e

O"!ECTIVES SCOPE @ LIMITATIONS OF THE STUDY 2.? 2b e!ti%es of the study 2.2 S!ope of the study 2.3 4imitations of the Study ?@ ?5 ?5 ?6 20 22 23 @2

RESEARCH METHODOLOGY 3.? 3esear!h .esi&n 3.2 Samp"in& .esi&n 3.3 Statisti!a" 'oo"s

ANALYSIS AND INTERPRETATION @.? /na"ysis of data @.2 Chi5s:uare /na"ysis

&

FINDINGS SUGGESTIONS AND CONCLUSION 5.? =indin&s of the study 5.2 Su&&estions and 3e!ommendations 5.3 Con!"usion APPENDIB REFERENCES 55 5A 60

LIST OF TA"LES
TA"LE NO. @.?.? @.?.2 @.?.3 @.?.@ @.?.5 @.?.6 @.?.A @.?.8 @.?.C @.?.?0 @.?.?? @.?.?2 @.?.?3 @.?.?@ @.?.?5 @.?.?6 @.?.?A @.?.?8 @.?.?C @.2.? @.2.2 PARTICULARS /&e of the respondents Bender of the respondents 1arita" status of the respondents Edu!ationa" :ua"ifi!ation of the respondents 1onth"y in!ome "e%e" of the respondents =ami"y si8e of the respondents +ear of usa&e of santro !ar and other !ars by the respondents .ri%in& $i"ometre per day 0nf"uen!in& fa!tors #hi"e pur!hasin& the santro and other !ars 0nf"uen!in& person to prefer santro and other !ars Seen the dea"erDs ad%ertisement of the santro !ar 2pinion about the ad%ertisement of the santro !ar 4e%e" of per!eption about the performan!e of the !ar 1aintenan!e hand"in& system 3eminder of the maintenan!e time 2pinion about the ser%i!e offered by dea"er 3espondents satisfa!tion "e%e" on santro and 2ther !ars 4e%e" of brand "oya" !ustomers in santro and other !ars 3e!ommendations on santro and other !ars to friends and re"ati%es /&e and !ustomer per!eption to#ards santro !ars ; '#o5#ay tab"e < Bender and !ustomer per!eption to#ards santro !ars ;'#o5#ay tab"e< PAGE NO. 23 2@ 25 26 2A 28 2C 30 3? 32 33 3@ 35 36 3A 38 3C @0 @? @2 @3

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TA"LE NO. @.2.3 @.2.@ @.2.5 @.2.6 @.2.A @.2.8 @.2.C @.2.?0 @.2.?? @.2.?2 @.2.?3

PARTICULARS Edu!ationa" :ua"ifi!ation and !ustomer to#ards santro !ars ; '#o5#ay tab"e < per!eption

PAGE NO. @@ @5 @6 @A @8 @C 50 5? 52 53 5@

1onth"y in!ome and !ustomer per!eption to#ards santro !ars ;'#o5#ay tab"e< =ami"y si8e and !ustomer per!eption to#ards santro !ars ;'#o5#ay tab"e < Period of usa&e and !ustomer per!eption to#ards santro !ars ; '#o5#ay tab"e < /&e and !ustomer per!eption to#ards other !ars ;'#o5#ay tab"e < Bender and !ustomer ;'#o5#ay tab"e < per!eption to#ards other !ars per!eption

Edu!ationa" :ua"ifi!ation and !ustomer to#ards other !ars ; '#o5#ay tab"e <

1onth"y in!ome and !ustomer per!eption to#ards other !ars ; '#o5#ay tab"e < =ami"y si8e and !ustomer per!eption to#ards other !ars ; '#o5#ay tab"e < Period of usa&e and !ustomer per!eption to#ards other !ars ; '#o5#ay tab"e < Comparison of o%era"" per!eption "e%e" of the respondents to#ards %arious attributes of santro !ars and other !ars

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LIST OF FIGURES

FIGURE NO. @.?.? @.?.2 @.?.3 @.?.@ @.?.5 @.?.6 @.?.A @.?.8 @.?.C @.?.?0 @.?.?? @.?.?2 @.?.?3 @.?.?@ @.?.?5 @.?.?6 @.?.?A @.?.?8 @.?.?C

PARTICULARS /&e of the respondents Bender of the respondents 1arita" status of the respondents Edu!ationa" :ua"ifi!ation of the respondents 1onth"y in!ome "e%e" of the respondents =ami"y si8e of the respondents +ear of usa&e of Santro !ar and other !ars by the respondents .ri%in& $i"ometre per day 0nf"uen!in& fa!tors #hi"e pur!hasin& the Santro and other !ars 0nf"uen!in& person to prefer Santro and other !ars Seen the dea"erDs ad%ertisement of the Santro !ar 2pinion about the ad%ertisement of the Santro !ar 4e%e" of per!eption about the performan!e of the !ar 1aintenan!e hand"in& system 3eminder of the maintenan!e time 2pinion about the ser%i!e offered by dea"er 3espondents satisfa!tion "e%e" on Santro and 2ther !ars 4e%e" of brand "oya" !ustomers in Santro and other !ars 3e!ommendations on Santro and other !ars to friends and re"ati%es

PAGE NO. 23 2@ 25 26 2A 28 2C 30 3? 32 33 3@ 35 36 3A 38 3C @0 @?

CHAPTER 1 INTRODUCTION

1.1

INDIAN AUTOMOTIVE INDUSTRY 1 INDUSTRY PROFILE

'he far5rea!hin& e!onomi! reforms underta$en sin!e ?CC? ha%e un"eashed the &ro#th potentia" of the 0ndian e!onomy. / series of (Se!ond Beneration 3eforms* aimed at dere&u"atin& the !ountry and stimu"atin& forei&n in%estment ha%e mo%ed 0ndia firm"y into the front ran$s of the rapid"y &ro#in& /sia Pa!ifi! re&ion.

'he automoti%e 0ndustry in 0ndia is no# #or$in& in terms of the dynami!s of an open mar$et. 1any oint %entures ha%e been set up in 0ndia #ith forei&n !o""aboration, both te!hni!a" and finan!ia" #ith "eadin& &"oba" manufa!turers. 'he Bo%ernment of 0ndia is $een to pro%ide a suitab"e e!onomi! and business en%ironment !ondu!i%e to the su!!ess of the estab"ished and prospe!ti%e forei&n partnership %entures.

'he oint %enture "ist indi!ates a #ide %ariation ran&in& from ?0E to ?00E, i.e., #ho""y o#ned forei&n subsidiaries. 'he e:uity parti!ipation is not re&u"ated by Bo%ernment but is mar$et dri%en. 0t depends upon the mar$et per!eptions of the oint %enture partners and their business per!eptions primari"y in terms of te!hno"o&i!a", finan!ia" and mar$et stren&ths of the partners. 'he settin& up of oint %entures has a"so "ed to enhan!ed !apa!ity !reation in the

% %ehi!"e se!tor, parti!u"ar"y in the passen&er !ar se!tor and the additiona" !apa!ity is e9pe!ted to mount by one mi""ion passen&er !ars in the ne9t @55 years.

Con!entrated efforts are &oin& on in 0ndia for indu!tin& and absorbin& the "atest te!hno"o&y and up&radin& the :ua"ity of produ!ts to an internationa" "e%e" and a partner sear!h mission is on. 0ndian firms are on the "oo$ out for Foint Gentures and 'e!hno"o&y 'ransfers spe!ia"i8in& in ni!he te!hno"o&y and to !omp"ement their ran&e of produ!ts as #e"" as ben!h mar$in& #ith the #or"dDs "atest and the best.

1.1.1 INSIGHT ON INDIAN AUTO INDUSTRY

DEMAND FORECASTS

'he pro e!ted fi&ures from 200@505 to 200C5?0 in 000Hs are &i%en in the tab"e be"o#I Parti!u"ars Cars 200@505 AC6 2005506 8A6 200650A C60 200A508 ?060 200850C ??66 200C5?0 ?283

0ndiaHs potentia" in both e!onomi! and popu"ation terms and the effe!t it #i"" ha%e on the auto industry in the years to !ome. 6ith a #e""5de%e"oped !omponents industry and a produ!tion "e%e" of one mi""ion four5#hee"ed %ehi!"es a year, p"us a further fi%e mi""ion t#o5 and three5#hee"ers, 0ndia !ame to be re!o&ni8ed as a potentia" emer&in& auto mar$et a fe# years ba!$.

But no#, it is a"so the fastest &ro#in& auto mar$et &"oba""y. /nd ud&in& by the &ro#th rate of auto sa"es re!orded in 200@, and the s"e# of ne# "aun!hes poised for this year, it seems that 0ndia has fina""y arri%ed in the bi& "ea&ue of the /sian !ar mar$ets.

6ith a"most 2@ per!ent &ro#th in !ar sa"es in 200@, 0ndia has emer&ed as the fastest5&ro#in& !ar mar$et in the #or"d, outstrippin& ChinaHs estimated ?3.A per!ent &ro#th "ast year.

Sa"es of passen&er %ehi!"es !rossed the mi""ion5fi&ure mar$ ;?,0@@,5CA units< in 200@, ma$in& 0ndia the fastest &ro#in& in this se&ment. 'he &ro#th rate of other se&ments #as e:ua""y impressi%e. Sa"es of !ommer!ia" %ehi!"es &re# at 28 per!ent, t#o5#hee"ers at ?A per!ent, three5#hee"ers at ?3 per!ent and e9ports #ent up by 36 per!ent.

0ndiaHs tota" auto ta""y in 200@, ho#e%er, is no#here !"ose to China, #hi!h so"d 2.2@A8 mi""ion units in 200@. But that #as 52.A per!ent points "o#er than the 66.@ per!ent &ro#th in 2003. Sa"es of !ars started droppin& in /pri" "ast year and e%en posted ne&ati%e &ro#th in September and 2!tober, and then re!o%ered a bit in the "ast t#o months of the year.

J'here is no doubt that 0ndia has "ate"y emer&ed as one of the fastest &ro#in& auto mar$ets in the #or"d,J and one of the main reasons behind that is the fa!t that the !ar mar$et is a"so under&oin& si&nifi!ant stru!tura" shifts.J

2ne su!h ma or shift is easy finan!e. 2%er 80 per!ent of the !ars so"d in the !ountry no# are finan!ed, than$s to the !ontinuous"y s"idin& interest rates for the past fi%e years. Conse:uent"y, !ar up&rades ha%e be!ome fre:uent and mu"tip"e o#nership a norm. / boomin& mar$et then, has e9pe!ted"y !han&ed the per!eption of forei&n in%estors, for #hom the 0ndian mar$et, or rather the "a!$ of it, #as a

A "au&hin& sto!$ not so "on& a&o. J'he past t#o years ha%e !omp"ete"y !han&ed the #ay the #or"d %ie#s 0ndia,J says 3a esh Fe uri$ar, %i!e president of 0ndian auto ma or 1ahindra and 1ahindra. J-o#, e%erybody #ants to be here.J

'he !ountry is a"so &ettin& a"" the %ariety and attention that #ere so far reser%ed for mature !ar mar$ets. Creatin& a "andmar$ of sorts, 35 ne# !ar mode"s #i"" hit 0ndian roads this year, in!"udin& ?? Jsuper "u9uryJ !ars from !e"ebrated brands "i$e /udi, B16, =errari and /"fa 3omeo.

'he ne9t three to four years !ou"d see the industry pump in as mu!h as K5 bi""ion, Jout of #hi!h forei&n dire!t in%estment #ou"d be !"ose to K3 bi""ion 55 hi&her than e%er,J

'he report added that in "ine #ith the industryHs pro e!tion, 0ndia #ou"d add a mi""ion !ars a year from ne9t year. 2ther pro e!ted &ro#th rates indi!ate that tota" demand for passen&er %ehi!"es in 200A #i"" be around 2.2@ mi""ion units as a&ainst ?.8A mi""ion units of insta""ed !apa!ity.

/!!ordin& to the So!iety of 0ndian /utomobi"e 1anufa!turerHs pro e!tions, domesti! sa"es of passen&er %ehi!"es ;!ars and uti"ity %ehi!"es< are set to &ro# at 20 per!ent o%er the ne9t t#o years, &i%en the !urrent B.P &ro#th, and e9ports at @0 per!ent.

1.%

COMPANY PROFILE

&

1.%.1 A"OUT HYUNDAI MOTORS INDIA LIMITED

)yundai 1otor 0ndia 4imited ;)104< is a #ho""y o#ned subsidiary of )yundai 1otor Company, South >orea and is the se!ond "ar&est and the fastest &ro#in& !ar manufa!turer in 0ndia. )104 present"y mar$ets o%er 25 %ariants of passen&er !ars in si9 se&ments. 'he Santro in the B se&ment, Bet8 in the BL se&ment, the /!!ent in the C se&ment, the E"antra in the . se&ment, the Sonata in the E se&ment and the 'erra!an in the S,G se&ment.

'he !ompany re!orded !ombined sa"es of 2?5,630 durin& !a"endar year 200@ #ith a &ro#th of @3E o%er year 2003. )104 is 0ndiaDs fastest &ro#in& !ar !ompany ha%in& ro""ed5out o%er A00,000 !ars in ust o%er A0 months sin!e its in!eption and is the "ar&est e9porter of passen&er !ars #ith e9ports of o%er 3s. ?,A00 !rores. )104 has re!orded a sta&&erin& &ro#th of ?@CE in e9ports o%er the year 2003.

)104Ds fu""y inte&rated state5of5the5art manufa!turin& p"ant near Chennai boasts some of the most ad%an!ed produ!tion, :ua"ity and testin& !apabi"ities in the !ountry. )104 has announ!ed p"ans for its se!ond p"ant, #hi!h #i"" produ!e ?50,000 units per annum, raisin& )104Ds tota" produ!tion !apa!ity to @00,000 per annum by 200A. 'he p"ant #i"" be bui"t on a 2.? mi""ion s:uare meter site ad a!ent to the e9istin& fa!i"ity #ith an in%estment of K@505K500 mi""ion on its ne# inte&rated fa!i"ity. )104 p"ans to e9pand its dea"er net#or$, #hi!h #i"" be in!reased from ?@6 to ?80 this year. /nd #ith the !ompanyDs &reater fo!us on the :ua"ity of its after5sa"es ser%i!e, )104Ds ser%i!e net#or$ #i"" be e9panded to o%er ?,000 in 2005. )104 has many a#ards in its bou:uet. 0t #as de!"ared ('he Star Company* amon&st un"isted !ompanies by Business Standard this year. Bet8 &ot the !o%eted (Car of the +ear 2005* a#ard t#i!e o%er. 0t #as de!"ared a #inner by

6 both Business Standard 1otorin& and C-BC5'G?8 /uto!ar /uto a#ards. )yundai E"antra #on the C-BC5'G?8 /uto!ar (Best Ga"ue for 1oney* Car /#ard.

)104 has a"so been a#arded the ben!hmar$ 0S2 ?@00? !ertifi!ation for its sustainab"e en%ironment mana&ement pra!ti!es.

A"OUT HYUNDAI MOTOR COMPANY

'he parent !ompany of )104 is the >orean Car &iant )yundai 1otor Company ;)1C<, a part of the )yundai 1otor Broup !omprisin& )yundai 1otor Company, >ia 1otors, )yundai 1obis and other affi"iated !ompanies, #ith a !ombined turno%er of o%er ,SK 50 Bi""ion. 'he )yundai 1otor Broup #ith a presen!e in o%er ?85 !ountries and !ombined annua" sa"es of o%er 3 mi""ion units is one of the fastest &ro#in& auto manufa!turers in the #or"d.

)yundai 1otor and its sister !on!ern >ia 1otor a!hie%ed &"oba" sa"es of o%er 3.?6 mi""ion !ars #or"d#ide in 200@. 'he tar&et for 2005 is an ambitious 3.A mi""ion %ehi!"es.

)yundai is e9pandin& its &"oba"isation efforts #ith fresh in%estments in China, the ,nited States and 'ur$ey, apart from 0ndia. 0t has emer&ed as one of the "ar&est !ar manufa!turers in the #or"d and is !urrent"y positioned at se%enth ran$ &"oba""y. 'he &oa" is to sur&e into the &"oba" top 5 by 20?0.

HYUNDAICS FULLY INTEGRATED MANUFACTURING CAPA"ILITIES

T2e P)e-- S2o*

/ !omputer !ontro""ed "ine that !on%erts sheet meta" to body pane"s of hi&h dimensiona" a!!ura!y and !onsisten!y.

T2e "o4; S2o*

/ hi5te!h "ine that bui"ds fu"" body she""s from pane"s. /utomated roboti! arms are used for intri!ate #e"din& operations that ensure superior and !onsistent bui"d :ua"ity.

T2e P0,$/ S2o*

'his is one of the most modern paint shops in the !ountry and uses the en%ironment friend"y #ater based pro!ess for superior and "astin& e9teriors. / uni:ue pro!ess mana&ement system fo""o#ed here he"ps us de"i%er the most e9tensi%e !o"our ran&e, independent of minimum bat!h re:uirements, he"pin& !ustomers &et their preferred !o"our anytime.

T2e A3#7,$,#7 <o#$4);

=or&es the en&ine !y"inder b"o!$s for our !ars to e9a!tin& desi&n spe!ifi!ations.

8 T2e E$g,$e 0$4 T)0$-7,--,o$ S2o*

2ne of the bi&&est en&ine shops in the !ountry, this unit is e:uipped #ith the most modern too"in& and testin& fa!i"ities to ma$e a #ide ran&e of en&ines in house.

T2e P30-/,. E6/)#-,o$ U$,/

1ou"ds the dashes, bumpers and other p"asti! !omponents to perfe!t fit and finish.

T2e P30-/,. P0,$/ S2o*

2ne of the %ery fe# manufa!turin& units in 0ndia to ha%e this fa!i"ity in5 house, )yundaiHs p"asti! paint shop de"i%ers a hi&h &rade finish on e9terior p"asti! !omponents.

T2e Te-/ T)0.D

6ith !omprehensi%e performan!e testin& fa!i"ities "i$e ratt"e testin& and /BS bra$e testin&, this tra!$ is desi&ned to meet pre5de"i%ery ;P.0< !ertifi!ation standards to e9a!tin& Euro spe!ifi!ations.

R@D FACILITIES

)yundai and >ia to&ether ha%e 3M. !entres in the ,nited States, Europe, Fapan apart from the &"oba" 3M. head:uarters at ,"san, >orea.

'he )yundai 1otor Broup has re!ent"y dedi!ated an annua" 3M. spend of !"ose to ,SK 2 Bi""ion, up from ,SK ?.2 Bi""ion to enhan!e its thrust on ne# produ!t de%e"opment and a!hie%e &"oba" :ua"ity ben!hmar$s by year 2005. 'his in!"udes the K30 1n )yundai5>ia .esi&n and 'e!hni!a" Center in 0r%i%e, Ca"ifornia.

FOCUS

'he 3M. team fo!uses on the de%e"opment of ne# produ!ts and te!hno"o&ies that in!"ude interior and e9terior desi&n !han&es, de%e"opment of ne# &eneration en&ines and a"ternate fue" systems, !on!ept %ehi!"es and ad%an!ed passen&er safety and !omfort systems, in "ine #ith e%o"%in& !ustomer preferen!es a!ross the &"obe. 3e!ent su!!esses of the team in!"ude the de%e"opment of the )yundai patented Common 3ai" .ire!t 0n e!tion ;C3.i< en&ine in asso!iation #ith .etroit .iese" and the a#ard #innin& =ue" Ce"" Santa =E.

ENVIRONMENT MANAGEMENT

)yundai 1otor 0ndia has been a#arded the ben!hmar$ 0S2 ?@00? !ertifi!ation for its sustainab"e en%ironment mana&ement pra!ti!es. 4i%in& up to

10 its !ommitment of pro%idin& &"oba" standards of :ua"ityand pro!ess mana&ement in 0ndia, )yundai had put in p"a!e an En%ironment 1ana&ement System ;E1S<at its manufa!turin& p"ant in Chennai ri&ht from its pro e!t sta&e. 'he !ertifi!ation pro!ess #as !omp"eted in a re!ord time of ?0 months. 'he assessment #as done by ',G S,..E,'SC)4/-. and !o%ered areas "i$e /#areness 'rainin&, 'e!hno"o&y ,p&radation, 3e!y!"in&, 6aste 1ana&ement and fu"fi""in& Bo%ernment 3e&u"ations. )10 is a"so #or$in& on a ba!$#ard inte&ration

strate&y that #i"" support %endors of the !ompany in imp"ementin& E1S.

'he !ompany has a"so been in the forefront of de%e"opment of en%ironment friend"y te!hno"o&ies "i$e )ybrid E"e!tri! Gehi!"es ;)EGs<, and =ue" Ce"" E"e!tri! Gehi!"es ;=CEGs< and has been a#arded the 0S2 ?@00? !ertifi!ation for a"" its three ma or p"ants in ,"san, /san and Feon u in S.>orea.

SOCIAL RESPONSI"ILITY

)yundai, as a responsib"e !orporate !iti8en is !ommitted to sustainab"e so!ia" de%e"opment and the preser%ation of the en%ironment. /"" the !ompanyHs $ey manufa!turin& units, in!"udin& the 0ndian p"ant has the 0S2 ?@00? !ertifi!ation for its En%ironment mana&ement pra!ti!es. /s a part of its so!ia" responsibi"ity pro&rams, the !ompany !ondu!ts %arious !ampai&ns to spread a#areness of in5!ar safety and safe dri%in& pra!ti!es, parti!u"ar"y tar&eted a&ainst drun$en dri%in&, speedin&, et!. /s a part of its !ommunity de%e"opment pro e!ts, the !ompany has adopted a fe# %i""a&es around its fa!tory in 'ami"nadu and has been #or$in& to#ards the so!ia" and e!onomi! de%e"opment of these %i""a&es, assistin& them in the areas of primary hea"th !are, edu!ation, basi! amenities and emp"oyment opportunities.

11 HYUNDAI MOTORS INDIA ACCOMPLISHMENTS

)yundai Santro has topped the F. Po#er /sia Pa!ifi! 0nitia" Nua"ity Study ;0NS< that measures produ!t :ua"ity for three years in a ro# ;+ears 2000, 200? and 2002<

)yundai Santro has topped the F. Po#er /sia Pa!ifi! /PE/4 study that measures !ustomer satisfa!tion for three years in a ro# ;+ears 2000, 200? and 2002<

)yundai /!!ent has topped the F. Po#er /sia Pa!ifi! 0NS for 2002 and the /PE/4 study for 200? and 2002.

)yundai Santro is "S Mo/o),$gF- FC0) o< /2e Ye0)F for ?CCC 5 )yundai 1otor 0ndia has been a#arded the H1anufa!turer of the +earH by CN"CG A#/o.0) I$4,0 for t#o years in a ro# ;200? and 2002< )yundai 1otor 0ndia #as ad ud&ed the OCar 1a$er of the yearD at the ICICI "0$D 1 O+e)4),+e a#ards 2003.

1.%.% HYUNDAI PRODUCT PROFILE

SANTRO BING ="GSeg7e$/>

S0$/)o B,$g #ith itDs ne# aerodynami! sty"in&, po#er5assisted bra$es, the ad%an!ed suspensions, the uni:ue"y responsi%e te!hno"o&y is as mu!h a ma&nifi!ent !reation of our dri%e to de"i&ht you as mu!h as a ben!hmar$ in en&ineerin& e9!e""en!e. Santro is bein& produ!ed e9!"usi%e"y in 0ndia and the 0ndian Pin& #i"" no# dri%e the 6or"d.

1% GETH ="I Seg7e$/>

'he trendsetter. )yundai Bet8 is a"" set to storm the 0ndian mar$et. 'he Euro5!hi! sty"in& ma$es this !ar stand out. 0ts spa!ious interiors are thou&htfu""y desi&ned. 'he ?.35"itre S2)C en&ine de"i%ers "i%e"y performan!e and is a"so easy on fue". 0ts !omputer en&ineered pre!ise"y tuned !hassis, pro%ides a !omfortab"e ride and nimb"e hand"in& #ith !"ass5"eadin& safety features.

ELANTRA =DGSeg7e$/>

'he -e# E30$/)0 !omes perfe!t"y handy for a"" o!!asions. Speed, a&i"ity and po#er !ome as standard e:uipment in E"antra. 'he desi&n is a !u"mination of European sty"in& and de"i&htfu" fun!tiona"ity.

TERRACAN =SUV Seg7e$/>

)yundaiHs bi&&est, most po#erfu" S,G yet. 6ide, po#erfu" stan!e, sophisti!ated four5#hee" independent suspension and &enerous !abin dimensions. 'erra!an ensures you ha%e an ed&e e%ery time, e%ery#here.

SONATA =EGSeg7e$/>

SonataDs sophisti!ation rea""y shines from a"" an&"es to&ether #ith its impressi%e rear %ie# #ith its subt"e !ur%ature, fine detai"s and uni:ue rear !ombination "amps.

13 'he Sonata is bui"t "i$e a fortress. 'he !ar body in!orporates numerous stru!tura" prote!tion e"ements "i$e, dua" side impa!t beams, the ener&y absorbin& !o""apsib"e steerin& !o"umn, front and rear !rump"e 8ones, !ross5bar under the dashboard, en&ine sub5frame and reinfor!ed bumpers to&ether #ith the /BS ;/nti5"o!$in& Bra$in& System<, 'CS ;'ra!tion Contro" System< and the optiona" S3S airba& #hi!h pro%ides ma9imum prote!tion.

ACCENT VIVA CRD, =CGSeg7e$/>

'he e9hi"aratin& performan!e of the /!!ent Gi%a is ta$en a step further #ith the ne# /!!ent Gi%a C3.i. Besides the ori&ina" semi5not!hba!$ 55 door desi&n, the /!!ent Gi%a C3.i boasts of the future5ready C3.i en&ine. 6hi!h is ama8in&"y si"ent for a diese" en&ine and "o# on %ibration as #e"". 0tHs a"so surprisin&"y 8ippy and e!o5friend"y. /dd to this a host of features su!h as Po#er Steerin&, Po#er 6indo#s ;=ront M 3ear<, 'i"t5type Steerin& 6hee".

1A

CHAPTER % O"!ECTIVES SCOPE AND LIMITATIONS OF THE STUDY

%.1

O"!ECTIVES OF THE STUDY

'his study is underta$en #ith the fo""o#in& ob e!ti%es.

'o identify the %arious attributes of Santro !ars and other !ars that inf"uen!es on an indi%idua"Ds !hoi!e amon& a"ternati%es.

'o identify the attra!ti%eness of the Santro ad%ertisement. 'o identify the reason for the brand preferen!e o%er the !ompetin& brands and to find out the !onsumer per!eption on %arious attributes of the produ!ts.

the users.

'o identify the maintenan!e hand"in& system adopted by

'o find out the !onsumer satisfa!tion "e%e" on ser%i!e pro%ided by the dea"ers and a"so to#ards their produ!t.

'o identify the "e%e" of brand "oya" !ustomers. 'o identify the $inds of re!ommendations made to#ards the produ!t to others.

1&

SCOPE OF THE STUDY

0t he"ps the or&anisation to understand the !onsumer psy!ho"o&y on !hoosin& the produ!t or ser%i!e so that easi"y the produ!t !an be positioned. 0 t assesses the preferen!e of !hoosin& the Santro Car by the respondents. 'he study he"ps us to $no# about the Customer per!eption to#ards Santro Cars and other !ompetin& brands. 0t a"so he"ps to assess the rea" opinion and mindset of !onsumers and aids to meet out their e9pe!tation in future in turn that #i"" in!reases the %o"ume of sa"es. impro%ement. 0t identifies the usa&e and maintenan!e system adopted by the !onsumers so that it he"ps the !ompany to edu!ate the !ustomers further to#ards the produ!t usa&e and maintenan!e. So that it rea""y !reates an impa!t on !onsumer per!eption to#ards the produ!t. 0t he"ps the !ompany to understand the effi!ien!y of dea"er ser%i!e pro%ided to the !onsumers, so that it !an !reate the root for further

LIMITATIONS OF THE STUDY

1aruti 7en.

'he Sur%ey #as "imited to Sa"em City on"y. 'he Study !o%ers on"y fi%e %ariants of !ompetin& brands that in!"udes )yundai Santro, 'ata 0ndi!a, 1aruti /"to, 1aruti 6a&on 3,

16 'he respondents #ere "ess interested in ans#erin& the :uestionnaire, as they fe"t that it #as an interruption to their re&u"ar #or$. 'he number of respondents #as "imited to 350 on"y. Some of the respondents are not open in &i%in& their opinions. 'his is norma" in any fie"d study.

CHAPTER 3 RESEARCH METHODOLOGY

3.1

RESEARCH DESIGN

0t is a !on!eptua" stru!ture #ithin #hi!h resear!h shou"d be !ondu!ted. 'hus the preparation of su!h a desi&n fa!i"itates resear!h to be as effi!ient as possib"e and #i"" yie"d ma9 information.

3.1.1 Re-e0).2 O89e./,+e-

'o study the per!eption of !onsumers to#ards the Santro and other !ompetin& brands.

'o identify the inf"uen!in& fa!tors on indi%idua"s !hoi!e amon& the a"ternati%es.

17 'o ana"yse the interest of respondents in to#ards Santro !ars and other !ars. ;2ther Brands<. !onsumers. 'o identify the rea" opinion of Santro !ars to#ards the 'o $no# the reason for preferrin& the !ompetitors brand

3.1.% So#).e- o< D0/0

'he tas$ of !o""e!tin& data be&ins after a resear!h prob"em has been defined and p"an is !ha"$ed out. 'his study pertains to !o""e!tion of data from primary and se!ondary sour!es.

3.1.3 P),70); D0/0

.ata are !o""e!ted for the first time for a spe!ifi! purpose in mind usin& the :uestionnaire method. Nuestionnaire throu&h persona" !onta!t and te"ephone !a""s.

3.1.A

Se.o$40); D0/0

'he data that a"ready !o""e!ted and pub"ished are referred throu&h the !ompany sa"es &uide and fo""o#in& #ebsites.

18 ###.hyundai.!o.in ###.broad#ay!arson"ine.!om

3.1.& T;*e o< Re-e0).2

)ere in order to meet the resear!h ob e!ti%es, des!ripti%e resear!h desi&n is used.

3.1.&.1 De-.),*/,+e Re-e0).2 De-,g$

.es!ripti%e resear!h desi&n in!"udes sur%eys and fa!t findin&s, en:uires of different $inds. 'he ma or purpose of .es!ripti%e resear!h is des!ription of state of affairs, as it e9ists at present. 0n so!ia" business resear!h #e :uiet often use the term E9 post fa!to resear!h for des!ripti%e studies.

'he main !hara!teristi! of this method is that the resear!her has no !ontro" o%er the %ariab"eQ he !an on"y report #hat has happened or #hat is happenin&. 1ost E9 post fa!to resear!h pro e!ts are used for des!ripti%e studies in #hi!h the resear!her see$s to measure su!h items, for e9amp"e, fre:uen!y of shoppin&, and !onsumer preferen!es on produ!ts or ser%i!es.

1E .es!ripti%e 3esear!h method #i"" be app"i!ab"e to the e9istin& prob"em. )ere the study is !ondu!ted for a fa!t i.e, to $no# the (Customer per!eption on Santro !ars in Sa"em City*. So the pro!ess #as !ondu!ted throu&h :uestionnaire.

3.1.&.% I$<o)70/,o$ )eJ#,)e4

other brands.

.emo&raphi! profi"es of the respondents 0nformation on fa!tors inf"uen!in& respondents #hi"e !hoosin& a parti!u"ar brand of !ar. ,sers maintenan!e hand"in& system. 2n #hi!h brand the respondents are interested in and the reason #hy they are sti!$ on to the parti!u"ar brand. 6hether they #i"" s#it!h o%er to

3.1.&.3 I$-/)#7e$/ De-,g$

K#e-/,o$$0,)e De-,g$

.esi&nin& and imp"ementin& the :uestion is one of the most interestin& and !ha""en&in& tas$s of !ondu!tin& resear!h and ana"ysis. 'his :uestionnaire has re%ea"ed the importan!e of the abo%e.

K#e-/,o$$0,)e

%0

'his method of data !o""e!tion is :uiet popu"ar parti!u"ar"y in !ase of bi& en:uiries. Pri%ate indi%idua"s are adoptin& it.

3esear!h #or$ers, pri%ate and pub"i! or&anisations and e%en by &o%ernment. 0n this method, a :uestionnaire is sent to the persons !on!erned #ith the re:uest to ans#er the :uestions and return the :uestionnaire. / :uestionnaire !onsists of number of :uestions printed or typed in a definite order on a form. 'he resear!her has used :uestionnaire for the fo""o#in& purposes =or identify the demo&raphi! profi"es of the respondents. 'o study the interest and per!eption "e%e" to#ards the %arious attributes of Santro !ars !ompared to other !ars. 'o $no# the maintenan!e hand"in& system adopted by the users. 'o identify the !onsumers opinion to#ards the ad%ertisement of Santro !ar and identifyin& the &enera" satisfa!tion "e%e" on Santro and other !ars.

3.1.&.A Re-e0).2 P30$

.ata sour!e 3esear!h /pproa!h 3esear!h 0nstrument Conta!t method Samp"e si8e

I Primary and Se!ondary data I Sur%ey method I Nuestionnaire I .ire!t Persona" inter%ie# R 'e"ephone Ca""s I 350

3.%

S07*3,$g De-,g$

%1

/ samp"e p"an is a definite p"an for obtainin& a samp"e from a &i%en popu"ation. 0t refers to the te!hni:ue or the pro!edure the resear!her #ou"d adopt in se"e!tin& items for the samp"e.

/fter de!idin& the resear!h approa!h and instrument the ne9t sta&e is to desi&n a samp"in& p"an. 'he se"e!ted respondents from the tota" popu"ation !onstitute #hat is te!hni!a""y !a""ed a (samp"e* and the se"e!tion pro!ess is !a""ed (Samp"in& te!hni:ue*. 'he samp"in& p"an !a""s for the fo""o#in& de!isions su!h as I5

?. Popu"ation 2. Samp"in& =rame 3. Samp"in& ,nit @. Samp"in& method 5. Samp"e Si8e

3.%.1 Po*#30/,o$

'he first step in the samp"in& pro!ess is the definition of the popu"ation, #hi!h !an be defined in terms of e"ements, samp"in& units, e9tend and time. =or the present study underta$en the popu"ation #as !onsumers #ho o#nin&Rusin& B5Se&ment !ar that in!"udes on"y )yundai Santro, 'ata 0ndi!a, 1aruti 7en, 1aruti 6a&on 3, 1aruti /"to.

3.%.% S07*3,$g F)07e

%%

/ samp"e frame is a means of representin& the e"ements of the popu"ation. 'he samp"e frame made use of in this study is !onsumer database "ists.

3.%.3 S07*3,$g U$,/

0t &oes a head #ith (#ho is to be sur%eyed*. )ere the samp"in& unit is ea!h indi%idua" user of B5Se&ment !ars, restri!ted to )yundai Santro, 'ata 0ndi!a, 1aruti /"to, 1aruti 7en, 1aruti 6a&on 3.

3.%.A S07*3,$g Me/2o4

Stratified 3andom Samp"in& method in Probabi"ity Samp"in& is used in this study.

3.%.& S07*3e -,?e

'he Samp"e si8e se"e!ted for the sur%ey is 350. 'he samp"e si8e determination #as pure"y by intuition.

3.3

STATISTICAL TOOLS

%3

'o ana"y8e the data the fo""o#in& too"s #ere app"iedI Per!enta&e /na"ysis Chi s:uare 'est

CHAPTER A DATA ANALYSIS AND INTERPRETATION

A.1

ANALYSIS OF DATA
TA"LE A.1.1 AGE LEVEL OF THE RESPONDENTS S. No. ? 2 3 SANTRO Age Le+e3 ,pto 30 yrs. 3? @0 yrs. /bo%e @0 yrs. To/03
No. o< Re-*o$4e$/L

O/2e) C0)No. o< Re-*o$4e$/L

2@ 2@ 25 73

32.C 32.C 3@.2 100.0

@C 82 ?@6 %77

?A.A 2C.6 52.A 100.0

=rom the abo%e tab"e it is found that, 3@.2E of the respondents usin& Santro !ars and 52.AE of the respondents usin& other !ars be"on& to a&e &roup of /bo%e @0 years.

%A

TA"LE A.1.% GENDER OF THE RESPONDENTS S. No. ? 2 SANTRO O/2e)No. o< Re-*o$4e$/L

60 50 @0

Ge$4e) 1a"e =ema"e To/03

No. o< Re-*o$4e$/-

@5 28 73

6?.6 38.@ 100.0

25A 20 %73

C2.8 A.2 100.0

=rom the abo%e tab"e it is identified that, in Santro !ars most of the respondents ;6?.6E< are 1a"e and in other !ars most of the respondents ;C2.8E< are =ema"e.

TAGE

32.C

%&

?00 C0 80

%6

TA"LE A.1.3 MARITAL STATUS OF THE RESPONDENTS S. No. ? 2 SANTRO

No. o< Re-*o$4e$/L

M0),/03 S/0/#1arried ,nmarried To/03

O/2e)No. o< Re-*o$4e$/L

62 ?? 73

8@.C ?5.? 100.0

2@2 35 %77

8A.@ ?2.6 100.0

=rom the abo%e tab"e it is identified that, in Santro !ars most of the respondents ;8@.CE< are 1arried and in other !ars most of the respondents ;8A.@E< are a"so 1arried.

%7

TA"LE A.1.A EDUCATIONAL KUALIFICATION OF THE RESPONDENTS S. No. ? 2 3 E4#.0/,o$03 K#03,<,.0/,o$ )i&h S!hoo" Braduates Post Braduates To/03 SANTRO
No. o< Re-*o$4e$/L

O/2e)No. o< Re-*o$4e$/L

?A 28 28 73

23.3 38.@ 38.@ 100.0

58 ?2? C8 %77

20.C @3.A 35.@ 100.0

=rom the abo%e tab"e it is identified that, in Santro !ars most of the respondents ;38.@E< are &raduates, ;38.@E< are Post Braduates and in other !ars most of the respondents ;@3.AE< are &raduates.

%8

TA"LE A.1.& MONTHLY INCOME LEVEL OF THE RESPONDENTS S. No. ? 2 3 @ SANTRO

No. o< Re-*o$4e$/L

Mo$/23; I$.o7e 3e+e3 ,pto 3s.?5,000 3s. ?5,00? 3s.20,000 3s. 20,00? 3s.25,000 /bo%e 3s. 25,000 To/03

O/2e)No. o< Re-*o$4e$/L

?3 26 ?8 ?6 73

?A.8 35.6 2@.A 2?.C 100.0

55 6C A3 80 %77

?C.C 2@.C 26.@ 28.8 100.0

=rom the abo%e tab"e it is identified that, in Santro !ars most of the respondents ;35.6E< are under the in!ome !ate&ory of 3s. ?500?5 20000 and in other !ars most of the respondents ;28.8E< earnin& are in the in!ome ran&e abo%e 3s. 25000.

MON

%E

TA"LE A.1.6 FAMILY SIHE OF THE RESPONDENTS S. No. ? 2 3 F07,3; S,?e ,pto 3 members @55 members /bo%e 5 members To/03 SANTRO
No. o< Re-*o$4e$/L

O/2e)No. o< Re-*o$4e$/L

?6 3@ 23 73

2?.C @6.6 3?.5 100.0

A0 ?66 @? %77

25.3 5C.C ?@.8 100.0

=rom the abo%e tab"e it is identified that, in Santro !ars most of the respondents ;@6.6E< are ha%in& their fami"y si8e of @55 members and in other !ars most of the respondents ;5C.CE< are a"so ha%in& their fami"y si8e of @55 members.

30

TA"LE A.1.7 YEAR OF USAGE OF SANTRO CAR AND OTHER CARS "Y THE RESPONDENTS S. No. ? 2 3 U-,$g Ye0),pto 3 years @ 5 5 years /bo%e 5 years To/03 SANTRO
No. o< Re-*o$4e$/L

O/2e) C0)No. o< Re-*o$4e$/L

28 20 25 73

38.@ 2A.@ 3@.2 100.0

?03 63 ??? %77

3A.2 22.A @0.? 100.0

=rom the abo%e tab"e it is identified that, in Santro !ars most of the respondents ;38.@E< are usin& the !ar upto 3 years and in other !ars most of the respondents ;@0.?E< are usin& the !ar abo%e 5 years.

FIG. A.1.7 YEAR OF USAGE OF SANTRO CAR AND OTHER CARS "Y THE RESPONDENTS

@5 @0 35 30 25 20 ?5 ?0 5 0

38.@ 3A.2 2A.@ 22.A

@0.? 3@.2

PERCENTAGE

Santro 2ther Cars

,pto 3 years

@55 years

/bo%e 5 years

31

TA"LE A.1.8 DRIVING KILOMETRE PER DAY S. No. ? 2 3 @ 5 K,3o7e/e) 4ess than ?0 $m. ?0 25 $m 25 50 $m 50 80 $m /bo%e 80 $m To/03 SANTRO
No. o< Re-*o$4e$/L

O/2e) C0)No. o< Re-*o$4e$/L

5 ?3 3? ?0 ?@ 73

6.8 ?A.8 @2.5 ?3.A ?C.2 100.0

?3 5A ??? 52 @@ %77

@.A 20.6 @0.? ?8.8 ?5.C 100.0

=rom the abo%e tab"e it is identified that, in Santro !ars most of the respondents ;@2.5E< are dri%in& 25550$m per day and in other !ars most of the respondents ;@0.?E< are a"so dri%in& 25550 $m per day.

3% TA"LE A.1.E INFLUENCING FACTORS :HILE PURCHASING THE SANTRO AND OTHER CARS S. No. ? 2 3 @ 5 6 A 8 C ?0 I$<3#e$.,$g F0./o) Pri!e Brand name Comfort Safety .esi&n Si8e 1i"ea&e Performan!e 1aintenan!e Cost 2thers To/03 SANTRO
No. o< Re-*o$-eL

O/2e) C0)No. o< Re-*o$-eL

2 @3 22 ?2 36 @? ?3 @8 28 3 %A8

0.8 ?A.3 8.C @.C ?@.5 ?6.5 5.2 ?C.@ ??.3 ?.2 100.0

85 A6 36 26 68 86 35 ?02 ?65 25 70A

?2.? ?0.8 5.? 3.A C.A ?2.2 5.0 ?@.5 23.@ 3.6 100.0

=rom the abo%e tab"e it is identified that, in Santro !ars most of the respondents ;?C.@E< are inf"uen!ed by performan!e and in other !ars most of the respondents ;23.@E< are inf"uen!ed by "o# maintenan!e !ost.
CHART FIG. A.1.E INFLUENCING FACTORS :HILE PURCHASING SANTRO CARS AND OTHER CARS

25 PERCENTAGE 20 ?5 ?0 5 0
Safety Si8e 1i"ea&e Pri!e

23.@

?A.3 ?2.? ?0.8 8.C 5.? 0.8

Comfort Brand name

?C.@ ?@.5 ?6.5 ?2.2 5.2 5 ?@.5 ??.3 3.6 ?.2

1aintenan!e Cost Performan!e 2thers

C.A @.C 3.A

Santro

.esi&n

2ther Cars

33 TA"LE A.1.10 INFLUENCING PERSON TO PREFER SANTRO AND OTHER CARS S. No. ? 2 3 @ I$<3#e$.,$g Pe)-o$ .ea"ers =ami"y 1embers =riends M 3e"ations Se"f To/03 SANTRO
No. o< Re-*o$4e$/L

O/2e) C0)No. o< Re-*o$4e$/L

C A 5 52 73

?2.3 C.6 6.C A?.2 100.0

38 25 8 206 %77

?3.A C.0 2.C A@.@ 100.0

=rom the abo%e tab"e it is identified that, in Santro !ars most of the respondents ;A?.2E< are preferred the !ar by se"f and in other !ars most of the respondents ;A@.@E< are a"so preferred the !ar by se"f.

INFL

3A

TA"LE A.1.11 SEEN THE DEALERCS ADVERTISEMENT OF THE SANTRO CAR S. No. ? 2 O*,$,o$ +es -o To/03 SANTRO
No. o< Re-*o$4e$/L

O/2e) C0)No. o< Re-*o$4e$/L

50 23 73

68.5 3?.5 100.0

CC ?A8 %77

35.A 6@.3 100.0

=rom the abo%e tab"e it is identified that, in Santro !ars most of the respondents ;68.5E< ha%e seen the dea"erDs ad%ertisement and in other !ars most of the respondents ;6@.3E< ha%e not seen the dea"erDs ad%ertisement.

SEE

3& TA"LE A.1.1% OPINION A"OUT THE ADVERTISEMENT OF THE SANTRO CAR S. No. ? 2 3 @ O*,$,o$ )i&h"y /ttra!ti%e /ttra!ti%e 1oderate"y /ttra!ti%e -ot /ttra!ti%e To/03 SANTRO
No. o< Re-*o$4e$/L

O/2e) C0)No. o< Re-*o$4e$/L

5 35 C ? &0

?0.0 A0.0 ?8.0 2.0 100.0

?6 58 25 0 EE

?6.2 58.5 25.3 0 100.0

=rom the abo%e tab"e it is identified that, in Santro !ars most of the respondents ;A0.0E< ha%e opined that the ad%ertisement is attra!ti%e and in other !ars most of the respondents ;58.5E< ha%e opined as attra!ti%e.

OPI

36

TA"LE A.1.13 LEVEL OF PERCEPTION A"OUT THE PERFORMANCE OF THE CAR S. No. ? 2 3 Le+e3 o< Pe).e*/,o$ 4o# 4e%e" 1edium 4e%e" )i&h 4e%e" To/03 SANTRO
No. o< Re-*o$4e$/L

O/2e) C0)No. o< Re-*o$4e$/L

0 2C @@ 73

0 3C.A 60.3 100.0

C? ??? A5 %77

32.C @0.? 2A.? 100.0

=rom the abo%e tab"e it is identified that, in Santro !ars most of the respondents ;60.3E< are hi&h "e%e" per!eption and in other !ars most of the respondents ;@0.?E< are ha%in& medium "e%e" per!eption.

LEVEL

37 TA"LE A.1.1A MAINTENANCE HANDLING SYSTEM S. No . ? 2 3 @ SANTRO M0,$/e$0$.e T,7e 'hrou&h s!hedu"ed maintenan!e /s prob"em arise Postpone as "on& as possib"e 2thers To/03
No. o< Re-*o$4e$/L

O/2e) C0)No. o< Re-*o$4e$/L

A? 2 0 0 73

CA.3 2.A 0 0 100.0

2A2 3 2 0 %77

C8.2 ?.? 0.A 0 100.0

=rom the abo%e tab"e it is identified that, in Santro !ars most of the respondents ;CA.3E< are &oin& for s!hedu"ed maintenan!e and in other !ars most of the respondents ;C8.2E< are a"so &oin& for s!hedu"ed maintenan!e.

CA

38 TA"LE A.1.1& REMINDER OF THE MAINTENANCE TIME S. No . ? 2 3 @ SANTRO Re7,$4e) /utomobi"e .ea"ers 3eminder 1e!hani! Shop 3eminder Persona" 3e!ords 2thers To/03
No. o< Re-*o$4e$/L

O/2e) C0)No. o< Re-*o$4e$/L

22 ? @6 2 71

3?.0 ?.@ 6@.8 2.8 100.0

?33 A ?3? ? %7%

@8.8 2.6 @8.2 0.@ 100

=rom the abo%e tab"e it is identified that, in Santro !ars most of the respondents ;6@.8E< are &ettin& their reminders of the maintenan!e time throu&h persona" re!ords and in other !ars most of the respondents ;@8.8E< are &ettin& reminders of the maintenan!e time throu&h automobi"e dea"ers.

3E

TA"LE A.1.16 OPINION A"OUT THE SERVICE OFFERED "Y DEALER S. No . ? 2 3 @ SANTRO O*,$,o$ E9!e""ent Gery Bood /%era&e Be"o# /%era&e To/03
No. o< Re-*o$4e$/L

O/2e) C0)No. o< Re-*o$4e$/L

@ 50 ?8 ? 73

5.5 68.5 2@.A ?.@ 100.0

?6 ?A? 88 2 %77

5.8 6?.A 3?.8 0.A 100.0

=rom the abo%e tab"e it is identified that, in Santro !ars most of the respondents ;68.5E< ha%e opined that ser%i!e is %ery &ood and in other !ars most of the respondents ;6?.AE< ha%e opined that ser%i!e is %ery &ood.

OPINIO

A0 TA"LE A.1.17 RESPONDENTS SATISFACTION LEVEL ON SANTRO AND OTHER CARS S. No . ? 2 3 @ SANTRO O*,$,o$ Gery Satisfied Satisfied .issatisfied )i&h"y .issatisfied To/03
No. o< Re-*o$4e$/L

O/2e) C0)No. o< Re-*o$4e$/L

20 52 ? 0 73

2A.@ A?.2 ?.@ 0 100

58 2?2 A 0 %77

20.C A6.6 2.5 0 100.0

=rom the abo%e tab"e it is identified that, in Santro !ars most of the respondents ;A?.2E< are satisfied and in other !ars most of the respondents ;A6.6E< are a"so satisfied.

FIG. A.1.17 RESPONDENTS SATISFACTION LEVEL ON SANTRO AND OTHER CARS C0 80 A0 60 50 @0 30 20 ?0 0 PERCENTAGE A6.6

A?.2

Santro 2A.@ 20.C ?.@ Gery Satisfied Satisfied 2.5 0 .issatisfied 0 )i&h"y .issatisfied 2ther Cars

A1 TA"LE A.1.18 LEVEL OF "RAND LOYAL CUSTOMERS IN SANTRO AND OTHER CARS S. No. ? 2 O*,$,o$ +es -o To/03 SANTRO
No. o< Re-*o$4e$/L

O/2e) C0)No. o< Re-*o$4e$/L

22 5? 73

30.? 6C.C 100

8C ?88 %77

32.? 6A.C 100.0

=rom the abo%e tab"e it is identified that, in Santro !ars most of the respondents ;6C.CE< are brand "oya" !ustomers and in other !ars most of the respondents ;6A.CE< are a"so brand "oya".

FIG.A.1.18 LEVEL OF "RAND LOYAL CUSTOMERS IN SANTRO AND OTHER CARS

6C.C
A0 PERCENTAGE 60 50 @0 30 20 ?0 0

6A.C

30.?

32.?

Santro 2ther Cars

+es

-o

A%

TA"LE A.1.1E RECOMMENDATIONS ON SANTRO AND OTHER CARS TO FRIENDS AND RELATIVES S. No. ? 2 3 Re.o77e$4e4 Certain"y ,n!ertain 6i"" -ot re!ommend To/03 SANTRO
No. o< Re-*o$4e$/L

O/2e) C0)No. o< Re-*o$4e$/L

5C ?@ 0 73

80.8 ?C.2 0 100

2@5 26 6 %77

88.@ C.@ 2.2 100.0

=rom the abo%e tab"e it is identified that, in Santro !ars most of the respondents ;80.8E< are !ertain"y re!ommended the produ!t to friends and re"ati%es and in other !ars most of the respondents ;88.@E< are a"so !ertain"y re!ommended the produ!t to their friends and re"ati%es.

FIG.A.1.1E RECOM MENDATIONS ON SANTRO AND OTHER CARS TO FRIENDS AND RELATIVES

C0 80 A0 60 50 @0 30 20 ?0 0

80.8

88.@

PERCENTAGE

?C.2 C.@ 0 2.2

Santro 2ther Cars

Certain"y

,n!ertain

6i"" -ot re!ommend

A.%

CHI1SKUARE ANALYSIS

A3

SANTRO CARS
TA"LE NO. A.%.1 AGE AND CUSTOMER PERCEPTION TO:ARDS SANTRO CARS = T:OG:AY TA"LE > S.No. ? 2 3 Age ,pto 30 +rs 3? to @0 yrs /bo%e @0 yrs 'ota" 5 Le+e3 o< Pe).e*/,o$ Me4,#7 H,g2 8 6 ?5 2C 'here is ?6 ?8 ?0 @@ no To/03 2@ 2@ 25 A3 si&nifi!ant re"ationship

-u"" )ypothesis ;)0<

bet#een a&e and !ustomer Per!eption to#ards Santro Car. /"ternati%e )ypothesis ;)?< 5 'here is !"ose si&nifi!ant re"ationship bet#een a&e and !ustomer Per!eption to#ards Santro Car. CHIGSKUARE = %> CALCULATION M Ca"!u"ated 'ab"e %a"ue 4e%e" of Si&nifi!an!e INFERENCE 0t is found from the abo%e ana"ysis that !a"!u"ated !hi5s:uare %a"ue &reater than the tab"e %a"ue at 2 de&ree of freedom and nu"" hypothesis re e!ted. So, #e !on!"ude that, there is !"ose si&nifi!ant re"ationship bet#een the a&e and Customer Per!eption to#ards Santro Cars. TA"LE NO. A.%.%
2

%a"ue

S S S S

6.8A5 2 5.CC? 5E

.e&ree of freedom

AA GENDER AND CUSTOMER PERCEPTION TO:ARDS SANTRO CARS =T:OG:AY TA"LE> S.No. ? 2 Ge$4e) 1a"e =ema"e 'ota" 5 Le+e3 o< Pe).e*/,o$ Me4,#7 H,g2 23 22 6 22 2C @@ 'here is no To/03 @5 28 A3

-u"" )ypothesis ;)0<

si&nifi!ant re"ationship and !ustomer

bet#een

Bender

Per!eption to#ards Santro Car. /"ternati%e )ypothesis ;)?< 5 'here is !"ose si&nifi!ant re"ationship bet#een Bender and !ustomer Per!eption to#ards Santro Car. CHIGSKUARE = %> CALCULATION M Ca"!u"ated 'ab"e %a"ue 4e%e" of Si&nifi!an!e
2

%a"ue

S S S S

5.0A6 ? 3.8@? 5E

.e&ree of freedom

INFERENCE 0t is found from the abo%e ana"ysis that !a"!u"ated !hi5s:uare %a"ue &reater than the tab"e %a"ue at ? de&ree of freedom and nu"" hypothesis re e!ted. So, #e !on!"ude that, there is !"ose si&nifi!ant re"ationship bet#een the Bender and Customer Per!eption to#ards Santro Car. TA"LE NO. A.%.3 EDUCATIONAL KUALIFICATION AND CUSTOMER PERCEPTION TO:ARDS SANTRO CARS = T:OG:AY TA"LE > S.No. E4#.0/,o$03 Le+e3 o< Pe).e*/,o$ To/03

A& K#03,<,.0/,o$ )i&h S!hoo" Braduate Post Braduate 'ota" 5 Me4,#7 C ?@ 6 2C 'here is H,g2 8 ?@ 22 @@ no

? 2 3

?A 28 28 A3 si&nifi!ant re"ationship

-u"" )ypothesis ;)0<

bet#een Edu!ationa" Nua"ifi!ation and !ustomer Per!eption to#ards Santro Car. /"ternati%e )ypothesis ;)?< 5 'here is !"ose si&nifi!ant re"ationship bet#een Edu!ationa" Nua"ifi!ation and !ustomer Per!eption to#ards Santro Car. CHIGSKUARE = %> CALCULATION M Ca"!u"ated 'ab"e %a"ue 4e%e" of Si&nifi!an!e INFERENCE 0t is found from the abo%e ana"ysis that !a"!u"ated !hi5s:uare %a"ue &reater than the tab"e %a"ue at 2 de&ree of freedom and nu"" hypothesis re e!ted. So, #e !on!"ude that, there is !"ose si&nifi!ant re"ationship bet#een the Edu!ationa" Nua"ifi!ation and Customer Per!eption to#ards Santro Car. TA"LE NO. A.%.A MONTHLY INCOME AND CUSTOMER PERCEPTION TO:ARDS SANTRO CARS =T:OG:AY TA"LE> S.No. ? Mo$/23; I$.o7e ,pto 3s.?5,000 Le+e3 o< Pe).e*/,o$ Me4,#7 H,g2 A 6 To/03 ?3
2

%a"ue

S S S S

6.38C 2 5.CC? 5E

.e&ree of freedom

A6 2 3 @ 3s. ?5,00? 3s.20,000 3s. 20,00? 3s.25,000 /bo%e 3s. 25,000 'ota" 5 6 6 ?0 2C 'here is no 20 ?2 6 @@ 26 ?8 ?6 A3

-u"" )ypothesis ;)0<

si&nifi!ant re"ationship

bet#een 0n!ome 4e%e" and !ustomer Per!eption to#ards Santro Car. /"ternati%e )ypothesis ;)?< 5 'here is !"ose si&nifi!ant re"ationship bet#een 0n!ome 4e%e" and !ustomer Per!eption to#ards Santro Car. CHIGSKUARE = %> CALCULATION M Ca"!u"ated 'ab"e %a"ue 4e%e" of Si&nifi!an!e INFERENCE 0t is found from the abo%e ana"ysis that !a"!u"ated !hi5s:uare %a"ue &reater than the tab"e %a"ue at 3 de&ree of freedom and nu"" hypothesis re e!ted. So, #e !on!"ude that, there is !"ose si&nifi!ant re"ationship bet#een the 0n!ome 4e%e" and Customer Per!eption to#ards Santro Cars.
2

%a"ue

S S S S

A.865 3 A.8?5 5E

.e&ree of freedom

TA"LE NO. A.%.& FAMILY SIHE AND CUSTOMER PERCEPTION TO:ARDS SANTRO CARS = T:OG:AY TA"LE > S.No. ? 2 3 F07,3; S,?e ,pto 3 members @ 5 members /bo%e 5 members 'ota" Le+e3 o< Pe).e*/,o$ Me4,#7 H,g2 6 ?0 C 25 ?@ C 2C @@ To/03 ?6 3@ 23 A3

A7

-u"" )ypothesis ;)0<

'here

is

no

si&nifi!ant re"ationship

bet#een =ami"y si8e and !ustomer Per!eption to#ards Santro Cars. /"ternati%e )ypothesis ;)?< 5 'here is !"ose si&nifi!ant re"ationship bet#een =ami"y si8e and !ustomer Per!eption to#ards Santro Cars. CHIGSKUARE = %> CALCULATION M Ca"!u"ated 'ab"e %a"ue 4e%e" of Si&nifi!an!e INFERENCE 0t is found from the abo%e ana"ysis that !a"!u"ated !hi5s:uare %a"ue &reater than the tab"e %a"ue at 2 de&ree of freedom and nu"" hypothesis re e!ted. So, #e !on!"ude that, there is !"ose si&nifi!ant re"ationship bet#een the fami"y si8e and Customer Per!eption to#ards Santro Cars.
2

%a"ue

S S S S

6.822 2 5.CC? 5E

.e&ree of freedom

TA"LE NO. A.%.6 PERIOD OF USAGE AND CUSTOMER PERCEPTION TO:ARDS SANTRO CARS = T:OG:AY TA"LE > S.No. ? 2 3 U-,$g Pe),o4 ,pto 3 years @ 5 years /bo%e 5 years 'ota" Le+e3 o< Pe).e*/,o$ Me4,#7 H,g2 6 22 C ?? ?@ ?? 2C @@ To/03 28 20 25 A3

A8

-u"" )ypothesis ;)0<

'here

is

no

si&nifi!ant re"ationship

bet#een usin& period and !ustomer Per!eption to#ards Santro Cars. /"ternati%e )ypothesis ;)?< 5 'here is !"ose si&nifi!ant re"ationship bet#een usin& period and !ustomer Per!eption to#ards Santro Cars. CHIGSKUARE = %> CALCULATION M Ca"!u"ated 'ab"e %a"ue 4e%e" of Si&nifi!an!e
2

%a"ue

S S S S

6.C?3 2 5.CC? 5E

.e&ree of freedom

INFERENCE 0t is found from the abo%e ana"ysis that !a"!u"ated !hi5s:uare %a"ue &reater than the tab"e %a"ue at 2 de&ree of freedom and nu"" hypothesis re e!ted. So, #e !on!"ude that, there is !"ose si&nifi!ant re"ationship bet#een the usin& period and Customer Per!eption to#ards Santro Cars.

AE

OTHER CARS
TA"LE NO. A.%.7 AGE AND CUSTOMER PERCEPTION TO:ARDS OTHER CARS = T:OG:AY TA"LE > Le+e3 o< Pe).e*/,o$ Me4,#7 H,g2 ?A 38 56 ??? 'here is no ?6 2A 32 A5

S.No. ? 2 3

Age Be"o# 30 +rs 3? to @0 yrs /bo%e @0 yrs 'ota"

LoN ?6 ?A 58 C? 5

To/03 @C 82 ?@6 2AA

-u"" )ypothesis ;)0<

si&nifi!ant re"ationship

bet#een a&e and !ustomer Per!eption to#ards 2ther Cars. /"ternati%e )ypothesis ;)?< 5 'here is !"ose si&nifi!ant re"ationship bet#een a&e and !ustomer Per!eption to#ards 2ther Cars. CHIGSKUARE = %> CALCULATIONM Ca"!u"ated 'ab"e %a"ue 4e%e" of Si&nifi!an!e INFERENCE 0t is found from the abo%e ana"ysis that !a"!u"ated !hi5s:uare %a"ue &reater than the tab"e %a"ue at @ de&ree of freedom and nu"" hypothesis re e!ted. So, #e !on!"ude that, there is !"ose si&nifi!ant re"ationship bet#een the a&e and Customer Per!eption to#ards 2ther Cars. TA"LE NO. A.%.8
2

%a"ue

S S S S

?0.06A @ C.@88 5E

.e&ree of freedom

&0 GENDER AND CUSTOMER PERCEPTION TO:ARDS OTHER CARS = T:OG:AY TA"LE > S.No. ? 2 Ge$4e) 1a"e =ema"e 'ota" Le+e3 o< Pe).e*/,o$ LoN Me4,#7 H,g2 8@ ?0@ 6C A A 6 C? ??? A5 5 'here is no To/03 25A 20 2AA

-u"" )ypothesis ;)0<

si&nifi!ant re"ationship and !ustomer

bet#een

Bender

Per!eption to#ards 2ther Cars. /"ternati%e )ypothesis ;)?< 5 'here is !"ose si&nifi!ant re"ationship bet#een Bender and !ustomer Per!eption to#ards 2ther Cars. CHIGSKUARE = %> CALCULATION M Ca"!u"ated 'ab"e %a"ue 4e%e" of Si&nifi!an!e
2

%a"ue

S S S S

0.23A 2 5.CC? 5E

.e&ree of freedom

INFERENCE 0t is found from the abo%e ana"ysis that !a"!u"ated !hi5s:uare %a"ue "esser than the tab"e %a"ue at 2 de&ree of freedom and nu"" hypothesis a!!epted. So, #e !on!"ude that, there is no si&nifi!ant re"ationship bet#een the Bender and Customer Per!eption to#ards other Cars.

TA"LE NO. A.%.E EDUCATIONAL KUALIFICATION AND CUSTOMER PERCEPTION TO:ARDS OTHER CARS = T:OG:AY TA"LE > S.No. E4#.0/,o$03 Le+e3 o< Pe).e*/,o$ To/03

&1 K#03,<,.0/,o$ )i&h S!hoo" Braduate Post Braduate 'ota" LoN 2? @A 23 C? 5 Me4,#7 22 50 3C ??? 'here is no H,g2 ?5 2@ 36 A5

? 2 3

58 ?2? C8 2AA

-u"" )ypothesis ;)0<

si&nifi!ant re"ationship to#ards 2ther

bet#een Edu!ationa" Nua"ifi!ation and !ustomer Cars. /"ternati%e )ypothesis ;)?< 5 'here is !"ose si&nifi!ant re"ationship bet#een Edu!ationa" Nua"ifi!ation and !ustomer Cars. CHIGSKUARE = %> CALCULATION M Ca"!u"ated 'ab"e %a"ue 4e%e" of Si&nifi!an!e INFERENCE 0t is found from the abo%e ana"ysis that !a"!u"ated !hi5s:uare %a"ue &reater than the tab"e %a"ue at @ de&ree of freedom and nu"" hypothesis re e!ted. So, #e !on!"ude that, there is !"ose si&nifi!ant re"ationship bet#een the Edu!ationa" Nua"ifi!ation and Customer Per!eption to#ards 2ther Cars. TA"LE NO. A.%.10 MONTHLY INCOME AND CUSTOMER PERCEPTION TO:ARDS OTHER CARS = T:OG:AY TA"LE > S.No. ? 2 3 Mo$/23; I$.o7e ,pto 3s.?5,000 3s. ?5,00? 3s.20,000 3s. 20,00? 3s.25,000 Le+e3 o< Pe).e*/,o$ LoN Me4,#7 H,g2 ?C 22 ?@ ?C 2A 23 ?6 38 ?C To/03 55 6C A3
2

Per!eption

Per!eption

to#ards

2ther

%a"ue

S S S S

?0.0?@ @ C.@88 5E

.e&ree of freedom

&% @ /bo%e 3s. 25,000 'ota" 5 3A C? 'here 2@ ??? is no ?C A5 80 2AA

-u"" )ypothesis ;)0<

si&nifi!ant re"ationship

bet#een 0n!ome 4e%e" and !ustomer Per!eption to#ards 2ther Cars. /"ternati%e )ypothesis ;)?< 5 'here is !"ose si&nifi!ant re"ationship bet#een 0n!ome 4e%e" and !ustomer Per!eption to#ards 2ther Cars. CHIGSKUARE = %> CALCULATION M Ca"!u"ated 'ab"e %a"ue 4e%e" of Si&nifi!an!e INFERENCE 0t is found from the abo%e ana"ysis that !a"!u"ated !hi5s:uare %a"ue &reater than the tab"e %a"ue at 6 de&ree of freedom and nu"" hypothesis re e!ted. So, #e !on!"ude that, there is !"ose si&nifi!ant re"ationship bet#een the 0n!ome 4e%e" and Customer Per!eption to#ards 2ther Cars.
2

%a"ue

S S S S

?3.A33 6 ?2.5C2 5E

.e&ree of freedom

TA"LE NO. A.%.11 FAMILY SIHE AND CUSTOMER PERCEPTION TO:ARDS OTHER CARS = T:OG:AY TA"LE > S.No. ? 2 3 F07,3; S,?e ,pto 3 members @ 5 members /bo%e 5 members 'ota" LoN 3@ @6 ?? C? Le+e3 o< Pe).e*/,o$ Me4,#7 H,g2 ?C ?A A6 @@ ?6 ?@ ??? A5 To/03 A0 ?66 @? 2AA

&3 -u"" )ypothesis ;)0< 5 'here is no si&nifi!ant re"ationship

bet#een =ami"y si8e and !ustomer Per!eption to#ards 2ther Cars. /"ternati%e )ypothesis ;)?< 5 'here is !"ose si&nifi!ant re"ationship bet#een =ami"y si8e and !ustomer Per!eption to#ards 2ther Cars. CHIGSKUARE = %> CALCULATION M Ca"!u"ated 'ab"e %a"ue 4e%e" of Si&nifi!an!e INFERENCE 0t is found from the abo%e ana"ysis that !a"!u"ated !hi5s:uare %a"ue &reater than the tab"e %a"ue at @ de&ree of freedom and nu"" hypothesis re e!ted. So, #e !on!"ude that, there is !"ose si&nifi!ant re"ationship bet#een the fami"y si8e and Customer Per!eption to#ards 2ther Cars. TA"LE NO. A.%.1% PERIOD OF USAGE AND CUSTOMER PERCEPTION TO:ARDS OTHER CARS = T:OG:AY TA"LE > S.No. ? 2 3 U-,$g Pe),o4 ,pto 3 years @55 years /bo%e 5 years 'ota" Le+e3 o< Pe).e*/,o$ LoN Me4,#7 H,g2 @2 ?@ 35 C? 3A 2@ 50 ??? 2@ 25 26 A5 To/03 ?03 63 ??? 2AA
2

%a"ue

S S S S

?2.3?@ @ C.@88 5E

.e&ree of freedom

&A -u"" )ypothesis ;)0< 5 'here is no si&nifi!ant re"ationship

bet#een usin& period and !ustomer Per!eption to#ards 2ther Cars. /"ternati%e )ypothesis ;)?< 5 'here is !"ose si&nifi!ant re"ationship bet#een usin& period and !ustomer Per!eption to#ards 2ther Cars. CHIGSKUARE = %> CALCULATION M Ca"!u"ated 'ab"e %a"ue 4e%e" of Si&nifi!an!e INFERENCE 0t is found from the abo%e ana"ysis that !a"!u"ated !hi5s:uare %a"ue &reater than the tab"e %a"ue at @ de&ree of freedom and nu"" hypothesis re e!ted. So, #e !on!"ude that, there is !"ose si&nifi!ant re"ationship bet#een the usin& period and Customer Per!eption to#ards 2ther Cars.
2

%a"ue

S S S S

?0.?A? @ C.@88 5E

.e&ree of freedom

&&

TA"LE NO. A.%.13 COMPARISION OF OVERALL PERCEPTION LEVEL OF THE RESPONDENTS TO:ARDS VARIOUS ATTRI"UTES OF SANTRO CARS AND OTHER CARS

S.No. ? 2 3 @ 5 6 A 8 C

A//),8#/ePri!e Nua"ity Safety 0nteriors E9teriors Performan!e 1i"ea&e Comfort 1aintenan!e Cost

Ve); H,g2 H,g2 Mo4e)0/e LoN Ve); LoN O/2e) O/2e) O/2e) O/2e) O/2e) S0$/)o S0$/)o S0$/)o S0$/)o S0$/)o C0)C0)C0)C0)C0)3 0 35 6 35 2?6 0 5@ 0 ? ?? 5 @ A ?5 ? ? 3 0 0 0 0 0 0 ? 65 56 @? 5? 52 53 5 @@ 8 0 @ 5 @ 0 ? 2 ??8 6 2A ?6 ?2 @ 55 2A 23 20 8C @6 3A ?3 86 ?0C AA 0 0 2 2 ? ?0 ? 23 2?3 ?A5 208 223 2?C ?5@ ?50 ?5 0 0 0 0 0 2 0 ?6 @@ C ?8 ?3 @5 36 ?5 2

&6

CHAPTER & FINDINGS SUGGESTION AND CONCLUSIONS

&.1

F,$4,$g- o< /2e S/#4;

&.1.1. F,$4,$g- o$ S0$/)o C0)?. 2. 3. @. 5. 6. A. 8. C. 3@.2E of the respondents usin& Santro !ars bein& sur%eyed are amon& the a&e &roup abo%e @0 years. 'he respondents #ho be"on&s to ma"e &ender !onstitutes 6?.6E. 8@.CE of the respondents usin& Santro !ars are married. 38.@E of the Santro users are &raduates and 38.@E of the Santro users are Post&raduates. 'he respondents #ho be"on&s to the in!ome !ate&ory of ?5,000 5 20,000 !onstitutes 35.6E @6.6E of the respondents are ha%in& @ to 5 members in their fami"y. 38.@E of the respondents are usin& Santro !ar be"o# 3 years. @2.5E of the respondents are dri%in& 25 to 50 >mDs per day. 1a or fa!tors inf"uen!ed respondents #hi"e pur!hasin& the Santro !ar are Brand name ;?A.3E<, desi&n ;?@.5E<, Si8e ;?6.5E<, Performan!e ;?C.@E<, 1aintenan!e Cost ;??.3E<. ?0. ??. A?.2E of the respondents are preferred Santro !ar by se"f. 68.5E of the respondents had seen the dea"erDs ad%ertisement of Santro !ar.

&7 ?2. ?3. ?@. A0E of the respondents fe"t that the dea"erDs ad%ertisement appeared attra!ti%e. 60.3E of the respondents are ha%in& hi&h per!eption "e%e" on the performan!e of the Santro !ar. CA.3E of the respondents are maintainin& their !ar throu&h s!hedu"ed maintenan!e. 2ut of that 6@.8E of the respondents are &ettin& their reminders on maintenan!e time is throu&h persona" re!ords. ?5. ?6. ?A. ?8. 68.5E of the respondents are ha%in& %ery &ood opinion on after sa"es ser%i!e offered by the dea"er. A?.2E of the respondents are satisfied #ith the Santro !ar. 6C.CE of the respondents are brand "oya" !ustomers of Santro !ar. 80.8E of the respondents had stron&"y re!ommended Santro !ars to their friends and re"ati%es.

&.1.%. F,$4,$g- o$ O/2e) C0)?. 52.AE of the respondents usin& other brand !ars bein& sur%eyed are amon& the a&e &roup abo%e @0 years. 2. 'he respondents #ho be"on&s to ma"e &ender !onstitutes C2.8E. 3. 8A.@E of the respondents usin& other !ars are married. @. @3.AE of the other !ar users are &raduates and 35.@E of the other !ar users are Post&raduates. 5. 'he respondent #ho be"on&s to the in!ome !ate&ory abo%e 25,000 !onstitutes 28.8E in other !ars Se&ment. 6. 5C.CE of the respondents ha%in& @ to 5 members in their fami"y in other !ars se&ment. A. @0.?E of the respondents are usin& their !ars abo%e 5 years. 8. @0.?E of the respondents are dri%in& 25 to 50 >mDs per day. C. 1a or fa!tors inf"uen!ed the respondents to &o for the brands are pri!e ;?2.?E<, si8e ;?2.2E<, performan!e ;?@.5E<, 1aintenan!e !ost ;23.@E<.

&8 ?0. A@.@E of the respondents de!ided to !hoose the brands on their o#n. ;SE4=<. ??. 6@.3E of the respondents in other !ar se&ment ha%e not seen the dea"erDs ad%ertisement of Santro !ar. ?2. 58.5E of the respondents fe"t that the Santro ad%ertisement appeared attra!ti%e. ?3. @0.?E of the respondents in other !ars se&ment are ha%in& medium "e%e" per!eption on performan!e of their !ars. ?@. C8.2E of the respondents are maintainin& their !ars throu&h s!hedu"ed maintenan!e. 2ut of that @8.8E of the respondents &ettin& their reminders on maintenan!e throu&h their dea"ers and @8.2E of the respondents reminded by their persona" re!ords. ?5. 6?.AE of the respondents are ha%in& %ery &ood opinion on their dea"ers after sa"es ser%i!e. ?6. A6.6E of the respondents in the other !ars se&ment are satisfied #ith their !ars. ?A. 6A.CE of the respondents in other !ars se&ment are "oya" to their brands. ?8. 88.@E of the respondents had !ertain"y re!ommended their brands to their friends and re"ati%es.

&.%

SUGGESTION AND RECOMMENDATIONS

1ost of the respondents are not a#are of the pri!e "e%e" of %arious mode"s of )yundai Santro !ars. Be!ause of that they ;espe!ia""y upper midd"e !"ass !ustomers< per!ei%e Santro !ar is too !ost"y to afford. 'his reason main"y inf"uen!es some !ustomers to &o for !ompetitorDs brand. So proper !ommuni!ation !an be &i%en to the pub"i! and proper positionin& ;pri!e< !an be done in order to remo%e the !onstraint. ;Psy!ho"o&i!a" Positionin&<.

&E 1any of the respondentsD opinion are that 6a&on53 !ars are more spa!ious than Santro !ars. Be!ause the outer %ie# of the 6a&on53 !ars "oo$s %ery bi&&er than Santro. 0t is the runnin& ad%anta&e for the !ompetitor, that they had positioned their produ!t #hi!h ha%in& bi&&er inside spa!e e%en thou&h it had sma""er spa!e. So the !ompany !an !"ear"y differentiate the produ!t, features, parti!u"ar"y spa!e aspe!t in this !ase ;!an be said as U$,J#e P)o4#./ Po-,/,o$,$g< throu&h the !omparati%e ad%ertisements, road sho#s. So that the !ompetitors ad%anta&e !an be bro$en ta!ti!a""y. 'hou&h Santro !ars are &i%in& moderate mi"ea&e in "on& distan!e tra%e""in&, the mi"ea&e #ithin the !ity "imit tra%e""in& is "ess. So the !ompany !an try to impro%e the mi"ea&e "e%e", so that the sa"es !an be impro%ed. 'he !ompany !an #or$ on diese" %ersions in Santro se&ment. Be!ause of day5to5day in!rease in fue" pri!e, many of them prefer diese" %ersion !ars to sa%e the fue" !osts in "on& run. 'he !ompany !an open more ser%i!e out"ets at %arious p"a!es apart from dea"ers point by &i%in& fran!hise to outsiders. So that the ser%i!e net#or$ !an be e9panded rapid"y, this aids the !ompany to in!rease the mar$et share :ui!$"y. 'he !ompany !an &o for pro%idin& p"us ? ser%i!e to the !ustomers in order to ma$e the "oya" !ustomers to the de"i&hted !ustomers. ;E.&.I 5 Birthday #ishes throu&h !ards or te"ephone, +ear"y &et to&ether of !onsumers at .ea"ership point #ith entertainment and !ompetitions, =ree Benera" Che!$ up !amps for the produ!t, sma"" so!ia" a!ti%ities and et!.,<, So that in the "on& run it !reate more referen!es and !onsumer base. /nd it enhan!es re"ationship mar$etin&.

60

'he !ompany !an he"p the dea"ers in brandin& their dea"ership #here it p"ays a ma or ro"e in pushin& the produ!t in the mar$et at their restri!ted 8ones and a%oids dea"ership fai"ure. E:ua" importan!e to be &i%en in hi&h"i&htin& the dea"ership brand as #e"" as the produ!t brand.

Efforts to be ta$en to popu"arise the produ!t, produ!t %ariants, produ!t pri!es, produ!t differentiation, ser%i!e, ser%i!e differentiation throu&h appropriate pub"i!ity measures.

Care shou"d be ta$en to impro%e the ser%i!e effi!ien!y that aids to retain the e9istin& !ustomers. 'he !ompany !an a"so thin$ on pro%idin& "o# pri!e mode"s in order to !o%er a"" the !"ass of !ustomers from midd"e !"ass to upper midd"e !"ass !ustomers and a"so to !ompete #ith e9istin& p"ayers in the mar$et. 'he midd"e !"ass se&ment is the se&ment, #here the !ompany !an see ma9imum sa"es. 'his #i"" be more effe!ti%e to maintain stabi"ity in 0ndian E!onomy for a "on& time.

61

&.3 CONCLUSION

0n this !ompetiti%e #or"d, e%ery !ompany has to ma$e %a"uab"e de!ision for profit ma9imisation throu&h sa"es ma9imisation. E%ery or&anisation shou"d stri%e to ma$e !onsumer satisfa!tion its #or$ !u"ture. 0n order to ensure de%e"opment of su!h a !u"ture, the initiati%e has to !ome from the top mana&ement #ho, by their thin$in&, dire!tion and a!tion, shou"d !on%ey !"ear messa&e do#n the "ine #ithout any ambi&uity. 0t shou"d not happen that the or&anisation $eeps this "ofty ob e!ti%e on"y for pub"i!ity and "ip ser%i!e and a!tua" a!tions are oriented in some other dire!tions. 'he mana&ement shou"d ensure that the staffs are trained to ser%i!e the !ustomer in a #ay that "ea%es a "astin& impression on him.

0n the automoti%e industry, produ!t and ser%i!e differentiation on"y hi&h"i&hts the !ompany from the !ompetitors.

'he pro e!t is done for )yundai 1otors 0ndia 4imited ;)104<, Chennai. 'he pro e!t identifies the Consumer per!eption of )yundai Santro Cars in Sa"em City. 0t a"so pro%ides some strate&ies to in!rease !onsumer preferen!e on Santro !ars and ma$es the !onsumers satisfied and "oya".

'he or&anisation shou"d ensure that its systems "i$e :ua"ity, performan!e, ser%i!e and !omp"iant redressa" are desi&ned to a!hie%e e9!e""en!e and !ustomer de"i&ht.

0t is ob%ious that if these su&&estions are imp"emented, )104 !an p"a!e a dominant position in the mar$et as #e"" as in the minds of the !ustomers.

REFERENCES

>ot"er Phi"ip, Prin!ip"es of 1ar$etin&, Su"tan Chand and Company 4td., -e# .e"hi, 2002.

>othari C.3., 3esear!h 1ethodo"o&y, 6ish#a Pra$ashan, -e# .e"hi, ?C85;3eprint 2003<.

.. /a$er, G. >umar, and B. .ay 5 1ar$etin& 3esear!h, Sin&apore, Fohn 6i"ey M Sons ;/S0/< Pte 4td, Se%enth Edition, 2003.

Bi"bert /. Chur!hi"", Fr., 1ar$etin& 3esear!h 1ethodo"o&i!a" =oundations, ,S/, 'he .ryden Press, =ifth Edition, ?CC?.

3i!hard .0. 4e%in, .a%id S. 3ubin, Statisti!s for 1ana&ement, ,S/, Prenti!e5)a"", 0n!, Se%enth Edition, 2002.

:E"SITES
###.hyundai.!o.in ###.broad#ay!arson"ine.!om

###.&oo&"e.!om

KUESTIONNAIRE

3espondent -o.TTTTTTTTTTTT ?. 2. 3. @. 5. -ame 2!!upation /&e Bender Edu!ationa" :ua"ifi!ation a< )i&h S!hoo" !< Post Braduate 6. 1onth"y in!ome "e%e" ,nder ?5,000 25,000 M abo%e A. 8. C. ?0. 1arita" status I I I I I b< Braduate d< 2thersTTTTTTTTTTTT I ?5,00?20,000 20,00?525,000 a< 1a"e b< =ema"e

I a< 1arried

b< ,nmarried

)o# many peop"e "i%in& in your home in!"udin& yourse"fU TTTTTTTTTTT Spe!ify the brand of your !ar I TTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTT )o# many years you are usin& this !arU a< ,pto 3 years b< @ 5 5 years d< /bo%e 5 years

??.

)o# many $i"ometres on an a%era&e do you dri%e per dayU 4ess than ?0 80 M abo%e ?0 25 25 50 50 80

?2.

6hat are the fa!tors you !onsidered #hi"e pur!hasin& your !arU ?. Pri!e 2. Brand name 3. Comfort @. Safety 5. .esi&n 6. Si8e A. 1i"ea&e 8. Performan!e C. 1aintenan!e !ost ?0.2thersTTTTTTTTTTTTT

?3.

6ho inf"uen!ed you to prefer this !ar parti!u"ar"y o%er the other brandsU a< !< .ea"ers =riends M 3e"ati%es b< =ami"y members d< 2thers ;p"ease spe!ify<TTTTTTTTTTT

?@.

)a%e you seen the .ea"erDs ad%ertisement of the Santro !arsU a< +es b< -o

0f +es, is the ad%ertisement attra!ti%eU a< )i&h"y attra!ti%e !< 1oderate"y attra!ti%e ?5. b< /ttra!ti%e d< -ot attra!ti%e

6hy did you prefer this brand spe!ifi!a""y o%er the other brandsU TTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTT TTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTT

?6. S.No. ? 2 3 @ 5 6 A 8 C

P"ease mar$ your opinion on the fo""o#in& aspe!ts of your !ar A//),8#/ePri!e Nua"ity Safety 0nteriors E9teriors Performan!e 1i"ea&e Comfort 1aintenan!e Cost Ve); H,g2 H,g2 Mo4e)0/e LoN Ve); LoN

?A.

6hen do you hand"e maintenan!e re"ated automobi"e prob"emsU a< 'hrou&h s!hedu"ed maintenan!e !< Postpone as "on& as possib"e b< /s prob"em arise d< 2thers ;p"ease spe!ify<TTTTT

?A;?< 0f s!hedu"ed maintenan!e is done on your automobi"e, ho# do you $eep tra!$ of #hat has been doneU a< /utomobi"e .ea"ers 3eminder b< Persona" 3e!ords ?8. b< 1e!hani! Shop reminders. d< 2thers ;P"ease spe!ify<TTTTTTTTT

6e are interested in your opinion about /fter Sa"es Ser%i!e offered by the dea"er to your !arU a< E9!e""ent b< Gery &ood !< /%era&e d< Be"o# a%era&e

?C.

/re you satisfied #ith your !arU a< Gery satisfied b<Satisfied !< .issatisfied d< )i&h"y dissatisfied

20.

6i"" you re!ommend your !ar to your friends and re"ati%esU a< Certain"y b< ,n!ertain !< 6i"" not re!ommend

2?.

0f you !ome a!ross a ne# mode"RGariety from a !ompetitor, #i"" you s#it!h o%erU a< +es b< -o 2pinions and Su&&estions about Santro TTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTT TTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTT

22.

23.

/ddress for !ommuni!ation

'e" -o

1ob

T20$D Yo#