Project Report

ON
A STUDY OF CONSUMER BEHAVIOURS AND
SATISFACTION WITH HYUNDAI MOTORS

Submitted for the partial fulfilment for the award

Of
Bachelor of Business Administration from
Chaudhary Charan Singh University, Meerut
2012-15
Submitted To:
SHANTI INSTITUTE OF TECHNOLOGY MEERUT

Under The supervision of: -

Submitted By:-

Mr. RAHUL SHARMA

PAWAN KUMAR

(H.O.D, of BBA, Dept )

BBA VI SEM
Roll No. 3396526

DEPARTMENT OF MANAGEMENT
SHANTI INSTITUTE OF TECHNOLOGY MEERUT
BATCH-2012-15
1

DECLARATION

I, PAWAN KUMAR under signed hereby declare that the project report on A STUDY OF
CONSUMER BEHAVIOURS AND SATISFACTION WITH HYUNDAI MOTORS .
The empirical finding in this reports are based on the annual reports of the company. While
preparing this report submitted to Project Guide Mr. Rahul Sharma H.O.D., BBA
Department , SIT Meerut, , I have not copied material from any report.

PAWAN KUMAR
BBA VI SEM
Roll No. 3396526

ACKNOWLEDGEMENT
I would sincerely thank our all faculty members because without whose guidance this project
would not have been possible. I would also like to thank them for giving an opportunity to
conduct this summer training and extending me full support and co-operation towards the
completion to this Project
I express my gratitude Project Guide Mr. Rahul Sharma H.O.D., BBA Department , SIT
Meerut to all those mentioned above and also the senior functionaries of the organization,
who helped me directly and indirectly to make this project a success.
Once again I express my gratitude to Hyundai for their kind co-operation and having given
me an opportunity to associate myself with the major producers of commercial vehicles in the
country.

With sincere regards,

PAWAN KUMAR

PREFACE
I had to undergone for the project work after completing the second semester. The attractive
feature of the M.B.A. course is that along with theory we also get to have the exposure of the
practical environment.
The summer training Report is based on A STUDY OF CONSUMER
BEHAVIOURS AND SATISFACTION WITH HYUNDAI MOTORS.
The topic for my research report is:
The Research Report revolves around the Hyundai tried to explore the various
aspects of car. The certain objectives were predefined and the task was to accomplish them.
This report also provides the survey analysis about the nature of retailer prescription and the
key factors over which a company should have a strong hold to survive with a long-term
view.
The study was confined geographically to Meerut. The data source was collected from
the regular visits of customer and target prospects.
A special task was also assigned to me to analyze the market opportunities in different
regions of MEERUT. It under that different dealer has been visited. A set of questionnaire
was prepared & scrutinized before going for market analysis.

The whole process during the entire training program is well planned and the data was
initially collected about the reputed customers the respective executives of concerned areas.
The task was divided into small goals which to be accomplished on the daily basis.

Finally it was a great experience at the corporate level being interacted with different reputed
personalities and it makes practically aware about the strategies development process and
their break up in goals and defining policies to achieve them and handle different difficult
situations

EXECUTIVE SUMMARY
Present world is the world of competition. There is huge competition in each and every
sector. Every one wants to be ahead of their competitors. The competitive landscape, rapidly
changing technologies, increased complexity of products and services and more aware and
demanding customers are all pushing the Organization to adopt the customer centric focus.
In the present dynamic business environment customer play a vital role and is of centric
value to the Organization. Hence satisfying a customer by providing excellent services is of
prime importance to the company.
First of all a proper outline of the entire survey work was decided like research objectives,
research approach. The main objective of the research was to find out the satisfaction level
of the customers from products offered by the company in the market.
The next step was decide upon other areas of research design. To meet the main objectives
of the research program me a proper sample size was decide upon, which represents the
entire population and help in getting results. Structured questionnaire was used as research
instrument and personal interview method was used for data collection in the whole survey.
Analysis and interpretation were drawn from the entire data so as to focus on the major
problems. Analysis and interpretation were further used to reach the results and findings of
the survey and were also helpful in making the suggestions.

TABLE OF CONTENTS
OBJECTIVES

OF STUDY ....7-8

COMPANY PROFILE.....9-24
PRODUCTS PROFILE....25-42
INDUSTRY PROFILE..43-58
RESEARCH METHODOLOGY ......59-69
R ESEARCH REPORT
P ROCEDURE
R ESEARCH DESIGN.
DATA COLLECTION METHOD
SAMPLING
DATA ANALYSIS ..70-85
FINDINGS ..86-87
CONCLUSIONS ....88-89
SUGGESTIONS .....90-91
LIMITATIONS ......92-93
ANNEXURE .94-102
QUESTIONAIRE

B IBLIOGRAPHY

OBJECTIVES OF THE STUDY

(I) To introspect into the satisfaction level of customers with respect to Hyundai motors.
(II) To find out the satisfaction level of customers about services provided by Hyundai
motors.
(III) To find out why customers preferred Hyundai motors Product in that Category of
other cars.
The topic has been already given by the company to collect information about
Current happening in the market. It also helps to makes improvements in service and
quality of the product, for their long time existence in the market and getting profit.
Simultaneously, it was also helpful for me to learn the channel of Distribution and
observe the demand of particular products.

COMPANY PROFILE

Type

Public

(KRX:

005380,

LSE: HYUD)
Founded
1967
Founder(s)
Chung Ju-Yung
Headquarters Seoul, South Korea
Area served International
Chung Mong-Koo, Chairman and
Key people
CEO
Industry
Automobile manufacturer
Products
Automobiles
Revenue
62.1 billion (2014)[1]
Net income
2.4 billion (2014)[1]
Employees
150,000 (as of March 31, 2014)
Parent
Hyundai Kia Automotive Group
Website
Hyundai-Motor.com

Hyundai Motor Company

A Korean: division of the Hyundai Kia Automotive Group, is the worlds fourth largest
automaker in terms of units sold[2] and one of the Big Asian Four (with Toyota, Honda and
Nissan).[3] Headquartered in Seoul, South Korea, Hyundai operates the worlds largest
integrated automobile manufacturing facility in Ulsan, which is capable of producing 1.6

10

million units annually. The Hyundai logo, a slanted, stylized 'H', is said to be symbolic of two
people (the company and customer) shaking hands. Hyundai means "modernity" in Korean.
The companys success is driven by the commitment of approximately 150,000 employees in
more than assembly plants, Hyundai vehicles are sold in 198 countries through some 8,000
dealerships and showrooms worldwide.

History
Chung Ju-Yung founded the Hyundai Engineering and Construction Company in 1947.
Hyundai Motor Company was later established in 1967. The companys first model, the
Cortina, was released in cooperation with Ford Motor Company in 1968. In 1975, the Pony,
the first Korean car, was released, with styling by Giorgio Giugiaro of ItalDesign and power
train technology provided by Japans Mitsubishi Motors. Exports began in the following year
to Ecuador and soon thereafter to the Benelux countries. In 1991, the company succeeded in
developing its first proprietary gasoline engine, the four-cylinder Alpha, and transmission,
thus paving the way for technological independence.
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 1996, Hyundai Motors India Limited was established with a production plant in
Irrungattukatoi near Chennai, India.[4]
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.[5] 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 100,000mile (160,000 km) warranty to cars sold in the United States and launched an aggressive
marketing campaign.

11

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),
[6]

with Hyundai Vice Chairman and CEO, Kim Dong-jin, taking over as head of the

company.

Business

Assembly line at Hyundai Motor Companys car factory in Ulsan, South Korea
See also: Hyundai
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, DaimlerChrysler 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, China, Czech Republic,
Pakistan, India, and Turkey as well as research and development centers in Europe, India,
North America, and Japan. In 2004, Hyundai Motor Company had $57.2 billion in sales in
South Korea making it the countrys second largest corporation, or chaebol. Worldwide sales
in 2005 reached 2,533,695 units, an 11 percent increase over the previous year. Hyundai has
set as its 2006 target worldwide sales of 2.7 million units (excluding exports of CKD kits).
12

Hyundai motor vehicles are sold in 198 countries through some 8,000 dealerships and
showrooms. After a recent survey of global automotive sales by Automotive News, Hyundai
is now the tenth largest automaker in the world as of 2007.[7]
Hyundai Motor Companys brand power continues to rise as it was ranked 72nd in the 2007
Best Global Brands by Interbrand and BusinessWeek survey. brand value estimated at $4.5
billion. Public perception of the Hyundai brand has been transformed as a result of dramatic
improvements in the quality of Hyundai vehicles.

Hyundai in the United States

13

Hyundai Genesis
Hyundai entered the United States market in 1986 with a single model, the Hyundai Excel.
The Excel was offered in a variety of trims and body styles. That year, Hyundai set a record
of selling the most automobiles in its first year of business in the United States compared to
any other car brand (c. 126,000 vehicles).
Initially well received, the Excels faults soon became apparent; cost-cutting measures caused
reliability to suffer. With an increasingly poor reputation for quality, Hyundai sales
plummeted, and many dealerships either earned their profits on repairs or abandoned the
product. At one point, Hyundai became the butt of many jokes (i.e. Hyundai stands for "Hope
you understand nothing's drivable and inexpensive") and even made David Letterman's Top
Ten Hilarious Mischief Night Pranks To Play In Space: #8 - Paste a "Hyundai" logo on the
main control panel.
In response, the parent company of Hyundai began investing 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) powertrain warranty (known as the Hyundai challenge) to its vehicles sold in
the United States. By 2004, sales had dramatically increased, and the reputation of Hyundai
cars improved. In 2004, Hyundai tied with Honda for initial brand quality in a survey/study
from J.D. Power and Associates, for having 102 problems per 100 vehicles. This made
Hyundai second in the industry, only behind Toyota, for initial vehicle quality. The company
continued this tradition by placing third overall in J.D. Power's 2006 Initial Quality Survey,
behind only Porsche and Lexus.
Hyundai continues to invest heavily in its American operations as its cars grow in popularity.
In 1990, Hyundai established the Hyundai Design Center in Fountain Valley, California. The
center moved to a new $30 million facility in Irvine, California in 2003, and was renamed the
14

Hyundai Kia Motors Design and Technical Center. Besides the design studio, the facility also
housed Hyundai America Technical Center, Inc. (HATCI, established in 1986), a subsidiary
responsible for all engineering activities in the U.S. for Hyundai. Hyundai America Technical
Center moved to its new 200,000-square-foot (19,000 m2), $117 million headquarters in
Superior Township, Michigan (near Ann Arbor) in 2005. Later that same year, HATCI
announced that it would be expanding its technical operations in Michigan and hiring 600
additional engineers and other technical employees over a period of five years. The center
also has employees in California and Alabama.
Hyundai America Technical Center completed construction of its Hyundai/Kia proving
ground in California City, California in 2004. The 4,300-acre (17 km2) facility is located in
the Mojave Desert and features a 6.4-mile (10.3 km) oval track, a Vehicle Dynamics Area, a
vehicle-handling course inside the oval track, a paved hill road, and several special surface
roads. A 30,000-square-foot (2,800 m2) complex featuring offices and indoor testing areas is
located on the premises as well. The facility was built at a cost of $50 million. An aerial view
can be found here.[12] Hyundai completed an assembly plant just outside Montgomery,
Alabama in 2004, with a grand opening on May 20, 2005, at a cost of $1.1 billion. At full
capacity, the plant will employ 2,000 workers. Currently, the plant assembles the Hyundai
Sonata and the Hyundai Santa Fe. It is Hyundai's second attempt at producing cars in North
America since Hyundai Auto Canada Inc.'s plant in Quebec closed in 1993.
In 2003, according to Consumer Reports, Hyundais reliability rankings tied Honda's.
In 2005, Hyundai authorized Ed Voyles' Hyundai dealership in Smyrna, Georgia to become
the first "deaf friendly" dealership in the entire world. The staff in this dealership are able to
accommodate deaf customers with the use of American Sign Language and video
conferencing phones.
In 2006, J.D. Power and Associates' quality ranking, overall the Hyundai brand ranked 3rd,
just behind Porsche and Lexus, and beating long time rival Toyota.[14] The brand overall is
ranked much higher than the average industry and resale value continues to improve; a
comparable 2003 Hyundai Sonata sedan ranks just $2200 below a similarly equipped Honda
Accord, according to Kelley Blue Book Pricing 2006.

15

In 2006, the Hyundai Entourage minivan earned a five-star safety rating the highest honor
the National Highway Traffic Safety Administration bestows for all seating positions in
frontal and side-impact crashes. The Insurance Institute for Highway Safety also rates
Good its highest rating in front, side and rear impacts. The IIHS (Insurance Institute for
Highway Safety, United States), in fact, named the 2006 Hyundai Entourage and Kia Sedona
a Gold Top Safety Pick, making the safest minivan ever tested.
In 2006, Hyundai was awarded 'Top-rated 2006 Ideal Vehicle' by Autopacific, Marketing
research and consultancy firm for the automobile industry.
In 2007 Strategic Vision Total Quality Awards, Hyundai Motors leads the most vehicle
segments in Strategic Visions Total Quality Index, measuring the ownership experience.
They attempt to measure more than just the number of problems per vehicle. Hyundai tops in
Strategic Vision Total Quality Awards. For the first time ever, Hyundai has risen to share the
position of having the most models leading a segment. three models with the top Total
Quality Index (TQI) score in their segments, including the Hyundai Azera, Entourage, Santa
Fe.[19][20]
In 2007, Hyundai's midsize SUV Santa Fe earns 2007 TOP SAFETY PICK award by IIHS.
[21][22]

In 2007 at the New York International Auto Show, Hyundai unveiled its V8 rear-drive luxury
sedan called Concept Genesis to be slotted above the Azera in the Hyundai line-up. This
concept will make its American debut in mid 2008. The Genesis reintroduced rear-wheel
drive to the Hyundai range following a long period of only producing front-wheel drive cars.
[23]

In 2007 at the Los Angeles International Auto Show, Hyundai unveiled its second rear-drive
concept car, this car, called Concept Genesis Coupe, will be Hyundais first sports car due to
make its debut in early 2009.[24]
In 2008, Hyundai Santa Fe and Hyundai Elantra were awarded 2008 Consumer Reports "top
picks". The magazine's annual ratings, based on road tests and predicted safety and reliability
are considered highly influential among consumers.

16

[25]

Hyundai Elantra was Consumer

Reports' top-ranked 2008 vehicle among 19 other compacts and small family cars, beating
out Honda Civic, Toyota Corolla and Toyota Prius.[26]
In 2008, at the North American International Auto Show, the production version of the luxury
& performance-oriented Hyundai Genesis sedan made its debut, dealerships will have the
Genesis as soon as Summer 2008. In 2008, at the New York International Auto Show,
Hyundai debuted its production version of the performance-oriented rear-drive Hyundai
Genesis Coupe, slated to hit dealerships in early 2009.
In 2009 Hyundai announced the five-door hatchback variant of the Elantra compact sedan
will carry the name Elantra Touring when it goes on sale in the spring as a 2009 model. [27]
In 2009, The Hyundai Genesis, Luxury Sedan, has been named 2009 North American Car of
the Year, the first for Hyundai.[28] The Genesis has received a number of well-recognized
automobile awards worldwide. It also won the 2009 Canadian Car of the Year after winning
its category of Best New Luxury Car under $50,000. [29] The Hyundai's V8 Tau engine in the
Genesis, which develops 375 hp (280 kW) on premium fuel and 368 hp (274 kW) on regular
fuel, received 2009 Ward's 10 Best Engines award.[30]
In 2009, 6 models of Hyundai/Kia cars earned Top Safety Award by IIHS, better than
Nissan/Infiniti. [31]
In 2009, Hyundai/Kia vehicles were named as least expensive vehicles to insure.
Hyundai/Kia vehicles were the least expensive to insure and occupied the 'top five' least
expensive slots, said Insure.com. Low rates tend to reflect a vehicles safety.

US sales
Calendar Year
2006[33]
2007
2008[34]
2009
2010[35]
2011
2012

Sales
244,391
346,235
375,119
400,221
418,615
455,012
455,520

17

2013[36]
2014

467,009
401,742

Hyundai In India
Hyundai is currently the second largest carmaker and largest auto exporter in India.[37] It is
making India the global manufacturing base for small cars. Hyundai sells several models in
India as of the 2009 model year, one of the most popular being the i10 and the i20. Other
models include Santro, Getz, Accent, second generation Verna, Tucson, Elantra, and the
Sonata.

Hyundai in Europe
On November 2008, Hyundai opened its European plant in Noovice, Czech Republic,
following an investment of over 1 billion euros and over two years of construction. [38][39] The
plant, which mainly manufactures the i30 for the European market, has an annual capacity of
200,000 cars.[40] The new Hyundai plant is 90 kilometers north of Kia Motors' plant in ilina,
Slovakia.

Hyundai in China
Hyundai and Kia Motors are currently ranked second in the passenger car market in China,
just behind Volkswagen. To meet the increasing demand for their cars in the country, Hyundai
will spend US$800 million on a third plant, which will be located in Beijing. Expected to
open by 2011, the new plant will have an annual capacity of 300,000 units.[41]

Hyundai in Japan
Despite having growing sales worldwide, Hyundai struggled in Japan, having sold only
15,000 passenger cars from 2001 to 2009. As a result of poor sales, Hyundai announced on
November 2009 that they will pull their passenger car division out of the Japanese market
and focus on their commercial vehicle division instead.[42]

18

Electric vehicles
Main article: Electric vehicle
Hyundai plans to begin producing hybrid electric vehicles in 2009. The Avante will be the
first vehicle to be produced.[43]
Since 2004, Hyundai has supplied about 3,000 hybrid versions of its Getz and Accent small
cars to government fleets as part of a testing program. The automaker cites a lack of local tax
benefits for purchasing hybrids as a barrier to its hybrid development program. But Hyundai
expects the tax situation to change in 2009.[43]
The new hybrid electric Sonata will make its debut at the Los Angeles International Auto
Show in November 2008. Hyundai expects to release it in the U.S. market in 2010, featuring
lithium-ion battery technology.[44]

Environmental record
On April 23, 2008 Hyundai Motor announced the beginning of a five-year project to turn
50 km of infertile land into grassland by 2012. Hyundai is doing so with the help of the
Korean Federation for Environmental Movement (KFEM). The project, named Hyundai
Green Zone, is located 660 km north of Beijing. The goal of the project is to end the recurring
dust storms in Beijing, block desertification and protect the local ecosystem. Local weeds
will be planted in the region that have the ability to endure sterile alkaline soil. This is the
first environmental project of the companys social contribution program.[45][46]
Hyundai Motor plans to aid Chevron Corporation in the construction of up to six hydrogen
fueling stations that will be located in California, including locations at the University of
California-Davis and the Hyundai America Technical Center in Chino. Hyundai is going to
provide a collection of 32 Tucson fuel cell vehicles, which are powered by UTC Fuel Cell
power plants.

19

Motorsport

Alister McRae driving an Accent WRC at the 2001 Rally Finland.

Hyundai entered motorsport by competing in the F2 class of the World Rally Championship
in 1998 and 1999. In September 1999, Hyundai unveiled the Accent WRC, a World Rally Car
based on the Hyundai Accent. The Hyundai World Rally Team debuted the car at the 2000
Swedish Rally and achieved their first top-ten result at that year's Rally Argentina, when
Alister McRae and Kenneth Eriksson finished seventh and eighth, respectively. Eriksson later
drove the car to fifth place in New Zealand and fourth in Australia. In 2001, Hyundai debuted
a new evolution of the Accent WRC, which was intended to improve reliability, but the
performance of the car was still not good enough to challenge the four big teams (Ford World
Rally Team, Mitsubishi, Peugeot and Subaru). However, at the season-ending Rally GB, the
team achieved their best result with McRae finishing fourth and Eriksson sixth.
For the 2002 season, Hyundai hired the four-time world champion Juha Kankkunen, along
with Freddy Loix and Armin Schwarz. Kankkunen's fifth place in New Zealand was the
team's best result, but they managed to edge out koda and Mitsubishi by one point in the
battle for fourth place in the manufacturers' world championship. In September 2003, after a
season hampered by budget constraints, Hyundai announced withdrawal from the WRC and
planned to return in 2006, this has never happened though.[48]
In 2006, following the announcement that Korea was scheduled to earn a Formula 1 Grand
Prix race, Hyundai announced that they plan to enter the sport.

Electric propulsion
Hyundai plans begin producing hybrid electric vehicles in 2009. They are going to use
Hybrid Blue Drive, that includes lithium polymer batteries, instead of lithium-ion. The
Avante will be the first vehicle to be produced. Other are the Santa Fe Hybrid, the Elantra,
20

Sonata Hybrid (to the U.S. market in 2010) and the Hyundai i20, which will replace the
Hyundai Getz. Hyundai BLUE-WILL is a plug-in hybrid.

Hyundai Motor India Limited (HMIL)

Hyundai's 6th manufacturing unit outside the parent country, is also the group's largest
overseas production base. Even as the project was being conceptualized, Hyundai Motors
India Ltd.(HMIL) was always going to play an important role in Hyundai Motors
Company's international operations.
That the company is fully owned by the parent group and the integrated unit at

21

Sriperambudur can today roll out cars with almost 85% localized
content, bears testimony that the Indian operations have been put down to
play an important role in Hyundai's goal for the 21st century - to be joint
the ranks of the GT-10 (Group 10) Companies.
The Infrastructure
The Hyundai India plant located in Irungattukottai, 30 kilometers from Chennai was built in
record time. The plant is first self-sufficient manufacturing unit in India to be independently
invested by an overseas automobile company. Incorporated in May 1996, the groundbreaking
ceremony for the Chennai plant was held in December in the same year, and the first pilot
Santro was ready in a record-breaking 17 months.
The plant which stands on a 500+acre plot has been built with an initial investment of more
than Rs. 2500 crores. It has a capacity to make 120,000 cars and 130,000 engine
transmission units per annum and is the largest overseas investment made by the
Korean Company.
HMIL commenced operations with 70%-localized content, which is one of the highest
amongst all car manufacturers. The entire powertrain and the body panels are made in-house
and the integrated manufacturing setup at the Hyundai Motors Chennai plants consists of:
Hitachi Zosen 2500 ton presses for the body panels
State-of-the-art Paint shop
Final assembly line
Engine and transmission lines
Aluminium foundry Plastic extrusion unit
In-house R&D Centre
Hyundai has brought in 14 Korean companies and helped them setup base in India for
sourcing components. The total vendor base consists of 60 companies located at the plant site
itself. HMIL aims to increase localized content to over 90% in the millennium.

22

Present
Although the HMIL is said to have initially planned to launch their Indian operation with a
car for the mid-sized segment, the company changed policies and introduced the Santro for
the small car market. A decision which in hindsight, seems to have paid handsome dividends.
A formal study was commissioned by Hyundai prior to the launch of the Santro, to gauge the
- as Mr. BVR Subbu, Director Marketing & Sales says - "stated and not-so-stated" needs of
the Indian small car buyer. Several factors right from the design of the
car, the cooling of the AC, and the dealer network have been on the basis
of the study so as to present to the people the kind of car that they want
and need. The Santro has been designed by in-house Hyundai expertise.
Modeled on the Hyundai Atos, the Mercedes A140 and Suzuki's Wagon R, and then
customized to Indian tastes, the Santro takes the best of all the cars viz. the driveability of the
Atos, the safety & design of the Mercedes A140, and roominess of the Wagon R.
The Santro (which is available in three variants - the L2, GLS1 and GLS2) was launched in
September 1998, and the company has targeted a production of 60,000 Santros per year. With
sales of 30,000 vehicles in the last eight months HMIL seems to be fairly on target.

The monthly sales of the Santro (from October 98 to August '99 are given below)
MonthOct Nov Dec
Jan
Feb
Mar
Apr
May
June
Units 1123 3444 3881
2753
2157
4290
3531
4519
4634
MonthJuly AugustHyundai Santro has captured 30%of the market share in the small car
Units 4,9497002 segment and 10% in the overall auto industy

23

24

25

PRODUCT PROFILE

SANTRO Xing

Key Technical Specification and Features

26

SANTRO
1.1 L Petrol

DIMENSIONS

ENGINE

Overall Length (mm)

3,565

Overall Width (mm)

1,525

Overall Height (mm)

1,590

Wheelbase (mm)

2,380

Front Track (mm)

1,315

Rear Track (mm)

1,300

Min. Turning Radius (m)

4.4

Seating Capacity

5 Persons

Fuel Tank capacity (litre)

35

Displacement (cc)

1,086

Maximum Power (ps / rpm)

63 / 5,500

Maximum Torque (Kgm / rpm) 9.8 / 3000

5-Speed Manual with overdrive in 4th

TRANSMISSION Type

SUSPENSION

BRAKES

TYRE

and 5th

Front

Mc Pherson Strut with Coil Spring

Rear

Torsion Beam Axle with Coil Spring

Front

Ventilated Disc

Rear

Self Adjusting Drum

Size

155/70 R13, Tubeless Radial

27

HYUNDAI GETZ

Key Technical Specification

28

Getz Prime
1.1 L PL

DIMENSIONS

ENGINE

Overall Length (mm)

3825

Overall Width (mm)

1665

Overall Height (mm)

1515

Wheelbase (mm)

2455

Ground Clearance (mm)

160

Front Track (mm)

1450

Rear Track (mm)

1440

Kerb Weight (Kg)

995

Fuel Tank Capacity (L)

45

No. of Cylinders

Displacement (cc)

1086

1341

Maximum Power (ps/rpm)

66.6/5500

82.9/5500

Max. Torque (kgm/rpm)

10.4/3200

11.8/3200

bar & coil spring

Dependent Torsion beam axle &

SUSPENSION
Rear Suspension

coil spring

Front

Discs

Rear

Drum
155/80R13

TYRES

1012-1033

Mc Pherson Strut with Torsion

Front Suspension

BRAKES

1.3 L PL

(GLE,

Size

175/70R13
GVS)(GLS)

175/70R13(GVS 175/65R14
Option)

29

(GLX)

Hyundai Verna

PETROL
Type

Transmission

Overall
Length (mm)
Overall

Manual
4,310

1,695
Width (mm)
Overall
1,490

30

Manual

Automatic

Height (mm)
Wheelbase
(mm)
Fuel

2,500

Tank
45
Capacity (L)
Min. Ground
Clearance

170

(mm)
175/70

175/70

185/65

R14 (1.6R14 (1.5R14

Tyres

VTVT)

CRDi

185/65

VGT)

R14 (1.6185/65
SX

R14 (1.5

VTVT)

SX CRDi
VGT)

Displacement1,599

1,493

Max. Power103.2

/
110 / 4,000

(ps / rpm)
5,500
Max. Torque14.9

Engine

/
24 / 1,900~2,750

(kgm / rpm) 3,000

Max. Power5 Speed5

Steering

Speed4

Manual

Speed

(ps / rpm)

Manual

Automatic

Type

Power assisted Rack & Pinion

Front

MacPherson Strut with Coil

Spring and Anti Roll Bar

Rear

Suspension

Shock
Absorbers

31

Couple Torsion Beam Axle

Gas Type

Hyundai Sonata

32

2.4
VTVT
Overall Length (mm)

4800

Overall Width (mm)

1832

Overall Height (mm)

1485

Wheelbase (mm)

2730

Front Track (mm)

1565

Rear Track (mm)

1550

Ground Clearance (mm)

170

Fuel Tank Capacity (Litre)

70

Seating Capacity (No.s)

Model Designation

2.4
VTVT

2.0 CRDi M/T

.0 CRDi A/T

2.0 CRDi VGT

2.0 CRDi VGT

No. of Cylinders

4-Cylinder

Fuel system

MPFI

CRDi

CRDi

Displacement (cc)

2359

1991

1991

6 - Speed Manual

4 - Speed H-Matic

Transmission

5 - Speed
Manual

Max. Horsepower (ps/rpm)

175/6000 150/3850

150/3850

Max. Torque (kg m/rpm)

23.8/400032.1/2000

32.1/2000

Front Suspension
Rear Suspension

Independent Double Wishbone with coil spring and

gas shock absorber and antiroll bar
Fully independent Multi-link with coil springs, Gas
shock absorber and anti-roll bar

Steering System

Rack & Pinion

Hydraulic Power Assisted

Standard

33

Front / Rear Brakes

Ventilated Disc / Solid Disc

ABS with EBD

Yes

Type

Alloy

Wheels

6.5 J X 16

Tyres

215/60 R16 (Tubeless)

HYUNDAI TUCSON

Hyundai Tucson
Overall Length(mm)

4325

Overall Width(mm)

1830

Overall Height(mm)

1730

Wheel Base(mm)

2630

Tyre Size

215/65R16

34

Transmission

Type

Turbocharged CDI

Fuel

Diesel

Power

112@4000

Max. Torque (Kg-m@rpm)

25@1800-2800

Drive System

Full time 4-WD

Front

Macpherson strut with Coil Spring

Rear

Dual Link
Pneumatic assisted hydraulic double

Shock Absorbers

acting type

Ventilated Disc, Front

Disc, Rear

35

Hyundai Accent

Accent
Executive
Overall Length (mm)

4250

36

Overall Width (mm)

1670

Overall Height (mm)

1370

Wheelbase (mm)

2440

Ground Clearance (mm)

172

Front Track (mm)

1435

Rear Track (mm)

1425

Fuel tank Capacity (L)

45

No. of Cylinder

Displacement (CC)

1495

Max. Power (ps/rpm)

95/5500

Max. Torque (Kgf-m / rpm)

12.7/3500

Transmission

5 Speed Manual

Mac pherson strut with coil spring

Front Suspension

& stabilizer bar

Dual link with coil spring & anti

Rear Suspension

roll bar

Type

Power assisted rack & pinion

Front

Ventilated Disc

Rear

self adjusting drums

37

Type

175/70 R 13

38

39

40

HYUNDAI-I20

41

42

KEY COMPETITORS
Tata Motors
Maruti Suzuki
Ford India
Fiat India
General Motors India
Honda India

43

44

HISTORY OF AUTOMOBILE INDUSTRY

The automobile as we know it was not invented in a single day
by a single inventor. The history of the automobile reflects an evolution that took place
worldwide. It is estimated that over 100,000 patents created the modern automobile.
However, we can point to the many firsts that occurred along the way. Starting with the first
theoretical plans for a motor vehicle that had been drawn up by both Leonardo da Vinci and
Isaac Newton
In 1769, the very first self-propelled road vehicle was a military tractor invented by French
engineer and mechanic, Nicolas Joseph Cugnot (1725 - 1804). Cugnot used a steam engine to
power his vehicle, built under his instructions at the Paris Arsenal by mechanic Brezin. It was
used by the French Army to haul artillery at a whopping speed of 2 1/2 mph on only three
wheels. The vehicle had to stop every ten to fifteen minutes to build up steam power. The
steam engine and boiler were separate from the rest of the vehicle and placed in the front (see
engraving above). The following year (1770), Cugnot built a steam-powered tricycle that
carried four passengers.
In 1771, Cugnot drove one of his road vehicles into a stone wall, making Cugnot the
first person to get into a motor vehicle accident. This was the beginning of bad luck for the
inventor. After one of Cugnot's patrons died and the other was exiled, the money for Cugnot's
road vehicle experiments ended.
1880's & early 1900's

About hundred years ago

-The first motor car was imported
-Import duty on vehicles was introduced.
-Indian Great Royal Road (Predecessor of the Grand Trunk Road) was conceived.

First car brought in India by a princely ruler in 1898.

Simpson & Co established in 1840.

-They were the first to build a steam car and a steam bus, to attempt motor car
manufacture, to build and operate petrol driven passenger service and to import
American Chassis in India.

Railways first came to India in 1850's

45

In 1865 Col. Rookes Crompton introduced public transport wagons strapped to and
pulled by imported steam road rollers called streamers. The maximum speed of these
buses was 33 kms/hr.

From 1888 Motors Spirit attracted a substantial import duty.

In 1919 at the end of the war, a large number of military vehicles came on the roads.

In 1928 assembly of CKD Trucks and Cars was started by the wholly owned Indian
subsidiary of American General Motors in Bombay and in 1930-31 by Canadian Ford
Motors in Madras, Bombay and Calcutta In 1935 the proposals of Sir M Visvesvaraya
to set up an Automobile Industry were disallowed.

1942 Hindustan Motors Ltd incorporated and their first vehicle was made in 1950.

In 1944 Premier Automobiles Ltd incorporated and in 1947 their first vehicle was
produced.

In 1947 the Government of Bombay accepted a scheme of Bajaj Auto to replace the
cycle rickshaw by the auto and assembly started in a couple of years under a license
from Piaggio. Manufacturing Programme for the auto and scooter was submitted in
1953 to the Tariff Commission and approved by the Government in 1959.

In 1953 the Government decreed that only firms having a manufacturing programme
should be allowed to operate and mere assemblers of imported CKD units be asked to
terminate operations in three years.

Only seven firms namely Hindustan Motors Limited, Automobile Products of India
Limited, Ashok Leyland Limited, Standard Motors Products of India Limited.,
Premier Automobiles Limited, Mahindra & Mahindra and TELCO received approval.
M&M was manufacturing jeeps. Few more companies came up later.

Government continued with its protectionism policies towards the industry.

In 1956, Bajaj Tempo Ltd entered the Indian market with a programme of
manufacturing Commercial Vehicles, and Simpson for making engines.

1960's

In sixties 2 and 3 Wheeler segment established a foothold in the industry.

Escorts and Ideal Jawa entered the field in the beginning of sixties.

Association of Indian Automobile Manufacturers formally established in 1960.

Standard Motors Products of India Ltd. moved over to the manufacture of Light
Commercial Vehicles in 1965.

46

1970's

Major factors affecting the industry's structure were the implementation of MRTP Act,
FERA and Oil Shocks of 1973 and 1979.

During this decade there was not much change in the four wheeler industry except the
entry of Sipani Automobiles in the small car market.

Oil Shock of 1973 quickened the process of dieselization of the Commercial Vehicle
segment.

Three other companies, namely, Kirloskar Ghatge Patil Auto Ltd, Indian Automotive
Ltd and Sen & Pandit Engg products Ltd entered the market during 1971-75. They
ultimately withdrew in early eighties.

During the seventies the economy was in bad shape. This and many specific problems
affected the Automobile Industry adversely.

1980's - The period of liberalized policy and intense competition

First phase of liberalisation announced.

Unfair practices of monopoly, oligopoly etc slowly disappeared.

Liberalisation of the protectionism policies of the Government.

Lots of new Foreign Collaborations came up in the eighties. Many companies went in
for Japanese collaborations.

Hindustan Motors Ltd. in collaboration with Isuzu of Japan introduced the Isuzu truck
in early eighties.

ALL entered into collaboration with Leyland Vehicles Ltd. for development of
integral buses and with Hino Motors of Japan for the manufacture of W Series of
Engines.

TELCO after the expiry of its contract with Daimler Benz, indigenously improved the
same Benz model and introduced it in the market.

Government approved four new firms in the LCV market, namely, DCM, Eicher,
Swaraj and Allwyn. They had collaborations with Japanese companies namely,
Toyota, Mitsubishi, Mazda and Nissan respectively.

In 1983 Maruti Udyog Ltd was started in collaboration with Suzuki, a Japanese firm.
47

Other three Car manufacturers namely, Hindustan Motors Ltd., Premier Automobiles
Ltd., Standard Motor Production of India Ltd. also introduced new models in the
market.

At the time there were five Passenger Car manufacturers in India - Maruti Udyog
Ltd., Hindustan Motors Ltd., Premier Automobiles Ltd., Standard Motor Production
of India Ltd. and Sipani Automobiles.

Ashok Leyland Ltd. and TELCO were strong players in the Commercial Vehicles
sector.

In 1983-84 Bajaj Tempo Ltd. entered into a collaboration with Daimler-Benz of

Germany for manufacture of LCVs.

Important policy changes like relaxation in MRTP and FERA, delicensing of some
ancillary products, broad banding of the products, modifications in licensing policy,
concessions to private sector (both Indian and Foreign) and foreign collaboration
policy etc. resulted in higher growth / better performance of the industry than in the
earlier decades.

1990's

Mass Emission Norms were introduced for in 1991 for Petrol Vehicles and in 1992 for
Diesel Vehicles.

In 1991 new Industrial Policy was announced. It was the death of the License Raj and
the Automobile Industry was allowed to expand.

Further tightening of Emission norms was done in 1996.

In 1997 National Highway Policy has been announced which will have a positive
impact on the Automobile Industry.

The Indian Automobile market in general and Passenger Cars in particular have
witnessed liberalisation. Many multinationals like Daewoo, Peugeot, General Motors,
Mercedes-Benz, Honda, Hyundai, Toyota, Volvo and Fiat entered the market.

Various companies are coming up with state-of-art models of vehicles.

TELCO has diversified in Passenger Car segment with Indica.

48

Despite the adverse trend in the growth of the industry, it is resolutely trying to meet
the challenges. Various issues of critical importance to the industry are being dealt with
forcefully.

Preview of Automobile Industry

The automobile industry, one of the core sectors, has undergone metamorphosis with
the advent of new business and manufacturing practices in the light of liberalization and
globalization. The sector seems to be optimistic of posting strong sales in the next couple of
years in view of a reasonable surge in demand.
The Indian automobile market is gearing towards having international standards to
meet the needs of the global automobile giants and become a global hub. Players are
strategizing to consolidate their position and gradually increase market penetration with the
launch of new models, targeting different segments. Since the sector is price driven, huge

49

investment is envisaged to remain competitive through cost advantage, for which

indigenization is highly important. The product becomes dearer if it is manufactured using
imported parts. IT in the automobile sector plays a crucial role.. Some players are working
towards development of efficient production systems that control the entire production
process with high precision and accuracy. Such systems working on real time operating
systems allow efficient control of different parts of manufacturing and production. It is
essential to leverage skills of different engineering disciplines to build these kinds of
integrated systems.

1:4 Automobile industry Wheels of Change

India had its date with this wonderful vehicle first time in 1898. Then for the next
fifty years, cars were imported to satisfy domestic demand. Between 1910 and 20's the
automobile industry made a humble beginning by setting up assembly plants in Mumbai,
Calcutta and Chennai. The import/assembly of vehicles grew consistently after the 1920's,
crossing the 30,000 mark in 1930. In 1946, Premier Automobile Ltd (PAL) earned the
distinction of manufacturing the first car in the country by assembling 'Dodge DeSoto' and
'Plymouth' cars at its Kurla plant. Hindustan Motors (HM), which started as a manufacturer
of auto components graduated to manufacture cars in 1949. Thanks to the Licence Raj which
restricted foreign competitors to enter the Indian car market, Indian roads were ruled by
Ambassador Car from Hindustan Motors and the Fiat from Premier Auto Ltd. for many of the
initial years.
50

Apart from strong economic growth in all sectors, low interest rate regime, normal
monsoon, continued infrastructure investment, fiscal measures like cut in excise duty (in case
of cars), etc provided impetus for the growth. The year also saw a sharp 56% rise in export
volumes with all the sectors registering more than 40% growth, signalling the
rising international competitiveness of the industry.
Profitability improvements were recorded in companies across segments driven by rise
in volumes and lower interest costs to some extent, notwithstanding the rise in prices of
certain inputs like steel.
Though the peak customs duty had been reduced to 20% in January 2004 and Special
Additional Duty was abolished, the domestic industry still enjoys adequate protection, with
no import threats. The potential borne by the industry is well exhibited by the growing
number of international players setting up base in India and increasing
competitiveness in the industry.
Many companies have entered the car manufacturing sector, to tap the middle and
premium end of car industry.

Auto policy of the Government of India

VISION
To establish a globally competitive automotive industry in India and to double its
contribution to the economy by 2010.
POLICY
OBJECTIVES
This policy aims to promote integrated, phased, enduring and self-sustained growth of the
Indian automotive industry. The objectives are to:-

51

Exalt the sector as a lever of industrial growth and employment and to achieve a high
degree of value addition in the country;

Promote a globally competitive automotive industry and emerge as a global source for
auto components;

Establish an international hub for manufacturing small, affordable passenger cars and
a key center for manufacturing Tractors and Two-wheelers in the world;

Ensure a balanced transition to open trade at a minimal risk to the Indian economy
and local industry;

Conduce incessant modernization of the industry and facilitate indigenous design,

research and development;

Steer India's software industry into automotive technology;

Assist development of vehicles propelled by alternate energy sources;

Development of domestic safety and environmental standards at par with international

standards.

SIAM welcomed the announcement of Auto Policy, and feels that the policy would serve as a
reference document for all stake holders and other interested parties.
The Auto Policy has spelt out the direction of growth for the auto sector in India and
addresses most concerns of the automobile sector, includingPromotion of R&D in the automotive sector to ensure continuous technology

upgradation, building better designing capacities to remain competitive;

Impetus to Alternative Fuel Vehicles through appropriate long term fiscal structure to
facilitate their acceptance;

Emphasis on low emission fuel auto technologies and availability of appropriate auto
fuels

and

encouragement to construction of safer bus/truck bodies - subjecting unorganised

sector also to 16% excise duty on body building activity as in case of OEMs
The policy has rightly recognised the need for modernising the parc profile of vehicles to
arrest degradation of air quality. The terminal life policy for commercial vehicles and move
toward international taxing policies linked to age of vehicles, are steps in the right direction.

52

SIAM has always been advocating encouragement of value addition within the country
against mere trading activity. However, this aspect has not been fully addressed. The Auto
Policy allows automatic approval for foreign equity investment upto 100% in the automotive
sector and does not lay down any minimum investment criteria.
The recommendation of promoting passenger cars of length upto 3.8 meters through excise
benefits is not in line with the free market concept and may lead to market distortion.
However, with the Auto Policy in place, the automotive industry would get further fillip to
become vibrant and globally competitive. The industry would get the required support from
other Ministries and departments of Government of India in achieving the goals laid down in
the auto policy

53

54

INDIAN AUTOMOBILE INDUSTRY

An Indian car as one which has been conceived and designed in India, has at least
85% of its components 'Made in India', by an Indian company. The Indian passenger car
industry as we see today is relatively recent in origins. Except the ubiquitous Ambassador and
the Premier Padmini there was not much moving around with an Indian tag.
Starting with the official one, i.e. Maruti, the company, since its inception has
changed the automobile scene in India completely. It's has been the number one
manufacturer, churning out close to 300,000 cars last year. At last count it held a 64% market
share in the passenger car market with four out of every five cars . on Indian roads being
Marutis. Every year it rakes in multi-billion rupee profits, and, yet the company is nothing
more than Suzuki India Ltd.
Telco is a completely Indian carmaker with no major foreign collaborations. Their
Indica was much touted as 'The Indian car', but it was styled by I.D.E.A of Italy. The engine
technology had inputs from 'Moteur Modern' of France. In effect it was the case of an Italian
body being wrapped around Indian mechanicals. Frankly I would have preferred an Indian
body wrapping an Indian platform.
India is also the largest manufacturer of agricultural tractors, motor scooters and the
world's fifth largest commercial vehicle manufacturer. Each of these sectors experienced
rapid growth during the last three years Demand in these sectors is driven by industrial,
individual and agricultural consumers respectively. The increases have resulted from
improved overall economic trends in India including large doses of foreign investment a
more liberalized economy and higher productivity.
The fortune of the Auto component industry is inextricably linked with that of the
automobile industry which in turn is influenced by the general economic trends of the country
the country's economic growth is projected to grow at more than six percent per annum in the
coming years.

The estimated growth will automatically emphasize the need for better

transport infrastructure facilities. This means demand for automobiles and hence for auto
components, is bound to grow accordingly. Therefore, good growth prospects are assured for
the automobile industry.

55

World-wide, cars are segmented on the basis of their size. However, in India, price is the
main factor determining the choice of car. Hence, cars are segmented on the basis of price
into three segments :
Price
Segment

Range

Main Models

(Rs. 000)
M-800,
Economy

< 250

Omni,

Uno,
Ambassador

Features of
the segment
Price,

Fuel

Efficiency

Approximate
Market Share of
the Segment
46.9%

Zen, Uno, 118NE,Ambassador Price,

Medium

250-500

1800

ISZ, Performance,

Contessa,
Indica,

Diesel

43.1%

Santro, Option

Matiz
Lancer, Esteem,
Premium

500
above

& Cielo,

Accent,

City,

Opel

Astra, Ikon

Status Value,
Performance, 10.1%
Features.

Sources : various sources

Absence of adequate mass transportation system and rising income levels have resulted in
personal vehicles becoming an important mode of transportation in the urban and semi-urban
areas. By international standards however, the Indian car volumes remain small at just over
1% of the world market with penetration rates of approximately 3.7 cars per thousand people
as against 24 in Thailand, 144 in Malaysia, 204 in Poland and 90 in Brazil. Cars currently
constitute approximately 12% of the total stock of personal vehicles in India.

56

Opportunities for the Automobile Industry

Global automobile companies are setting up manufacturing facilities in India. Also,
many Indian automobile manufacturers have announced their plans to increase the export of
vehicles from India. The year 2002-03 has already seen a significant 65% increase in export
volumes during the period April to March. This trend is expected to continue with more
global OEMs sourcing vehicles from their Indian plants.
Additionally, the introduction of newer technologies such as Electronic Diesel Control
Systems to reduce emission levels, safety devices such as Air Bags, Anti-lock Braking
Systems, etc. augur well for the Company and the automotive sector as a whole. These
technologies not only offer increased safety for drivers and passengers, but also result in
greater comfort and better drivability.
While there exist many opportunities for growth in business, there are also quite a few
factors, which act as an impediment.
In my last years speech I mentioned about the need for a well thought out and clearly
defined policy on emission norms. It is now fairly certain that Bharat Stage II norms
(equivalent of Euro II norms) will be implemented countrywide starting 2005. It is important
that this plan is implemented in time in the interest of a cleaner environment. Technology is
available to meet the advanced emission norms using gasoline and diesel fuel; Bosch and
many other companies have proved this worldwide. There is no need for the authorities to
specify the type of technical solution required for this purpose as long as the end objectives
are met.
The spurious and reconditioned goods market, which I also dealt with in detail in my
speech last year, continues to be a worrying factor as it directly affects our market share. The
Company on its part has intensified the anti-spurious operations by conducting several raids
across the country with the help of local regulatory authorities. Large quantities of spurious
and fake products have been seized and legal action has been taken against those indulging in
such activities. The Company believes that continued focus and concerted action against
spurious activities would improve safety and fuel efficiency of the vehicles and at the same
time help in expanding our market share in the Aftermarket. The Company is also
continuously educating the users about the benefits of using genuine spares in place of
spurious and reconditioned spares.
The lack of any significant change in the labor law reforms also continues to be a
matter of concern. It is essential that legal reforms be put in place at the earliest to provide

57

more flexibility in manufacturing operations and enable the industry to quickly adjust the
work force in line with fluctuating market conditions.

58

Challenges for the Indian automobile industry

As we move into the new millennium, the Indian Automobile Industry faces some
tremendous opportunities and also great challenges. The growth in automobile sales has been
impressive for the past ten years since liberalization began. However, with liberalization, the
Indian customer has been presented with a wide range of choices in automobiles, to suit every
requirement and budget. The market has turned into a buyers market where the customer is
being wooed by the manufacturers and the dealers with a range of freebies unheard of before
in India. Financing has become so easy that an automobile is within every aspirant's reach.
The industry must focus its R&D efforts in line with the global trends, which is to
build vehicles that are considerably more fuel efficient and less polluting. With growing
awareness among the public about pollution and the effective campaigns carried out by the
NGO's, this will increasingly become an important selling feature. It was surprising to see
how the industry kept stalling the introduction of pollution norms for vehicles on the pretext
that they needed more time to get the technology. Even Maruti despite its foreign affiliation
was caught off guard when the Supreme Court finally ruled that all new vehicles should
strictly adhere to the Euro II norms.
The inadequacy of road infrastructure in India is well known. This is compounded by
the fact that traffic management is very poor or non-existent and the drivers are mostly ill
trained and in disciplined. As more vehicles come on the road, this will become a major
bottleneck. The industry will need take initiatives firstly to train all drivers in safe driving and
proper road discipline and manners. They will also need to assist government agencies in
better road design and in building of multilevel parking lots. Training of police personnel in
better traffic management and advising them on better equipping themselves to deal with
various problems will also have to be done.
In terms of the world averages, India's vehicle density is very low and if we have to
achieve those density levels, the industry can look forward to a bright future. However in the
industry's interest care must be taken to see that we also achieve the safety and convenience
levels of using automobiles.

59

60

RESEARCH METHODOLOGY
Research Methodology is a systematic way, which consists of series of actions or steps
necessary to effectively carry out research and the desired sequencing of these steps. The
marketing research is a process of involves a number of inter-related activities, which overlap
and do rigidly follow a particicular sequence. It consists of the following steps
1. Formulating the objective of the study
2. Designing the methods of data collection
3. Selecting the sample plan
4. Collecting the data
5. Processing and analyzing the data
Reporting the findings

61

RESEARCH SCOPE
The market survey was conducted on CUSTOMER SATISFACTION in Delhi, NCR & Meerut
region, with reference to Das automobiles.
This study was done in Delhi NCR & Meerut region.
Study aims at relationship between Company employees and customers.
The survey covers a wide range of activities and factors, which influence the customer to
purchase the HYUNDAI product.
The validity of the findings of this survey is limited to the period which the field survey was
conducted i.e., in June and July.
Therefore, I would say that my first day in the market was more of observing
the environment around me than getting into action. It gave me real sense and feeling
of market and it gave me a practical knowledge of real things happening in the
market.

62

REASON FOR SELECTING THIS TOPIC

The topic has been already given by the company to collect information about current
happening in the market. It also helps to makes improvements in service and quality of the
product, for their long time existence in the market and getting profit.
Simultaneously, it is also helpful for me to learn the customer satisfaction and demand of
particular products.

63

IMPORTANCE AND RELEVANCE OF THE STUDY

This is very important for a student of MBA. This business administration course is not
answer of all problems which arise in practical field. There is no certain formula for any
particular problem but the aim of this study is to develop the decision making. Right decision
at right time itself helps an organization to run smoothly.
The training in any organization gives us an idea of different marketing activities and main
emphasis is given on Customer Satisfaction aspect and also it is how business is taken
tactfully when any problem comes to an executive, so the problem solving, right decision
making and knowledge of different types of marketing activities are of much importance to
this study.

64

PROCEDURE:-

Objective of Study
Research Design

Sample Design

Data Collection

Data analysis

Reporting of Findings

65

RESEARCH DESIGN
Research Design specifies the methods and procedures for conducting a particular study. A
Research Design is the arrangement of conditions for collection and analysis of the data in a
manner that aims to combine relevance to the research purpose with economy in procedure.
Research Design is broadly classified into three types as

Exploratory Research Design

Descriptive Research Design

Hypothesis testing Research Design

On the basis of the objective of study, the studies which are concerned with describing the
character tics of a particular individual, or of a group of individual under study comes
under Descriptive Research Design.
Descriptive Research Design: In this research design the objective of study is clearly
defined and has accurate method of measurement with a clear cut definition of population
which is to be studied.
Formulating the research problem
Two steps are involved in formulating the research problem:

Understanding the problem

Rephrasing the problem into meaningful terms from an analytical point of view.
The training sessions are conducted in the beginning of training in order to

make us clear about the task provided and how to handle the different situations.

66

PREPARING THE RESEARCH DESIGN

The research design is developed to collect the relevant information with minimum of
efforts, time and money.

Marketing Research Objectives:

To undertake a prior market study before doing owns research.
To make an analysis on the basis of the results.

Type of Study: Descriptive.

Research Area: Meerut.

Source of Information: Primary Data.

Data Collection Instrument: Questionnaires & Personal Interview.

Research Approach: Survey Method.

SAMPLING DESIGN
A Sample Design is a definite plan for obtaining a sample from a given population. It refers t
the technique r the procedure adopted in selecting items for the sample. The main constitution
of the sampling design is as below1. Sampling Unit
2. Sample Size
3. Sampling Procedure
SAMPLING UNIT
A sampling framework i.e. developed for the target population that will be sampled i.e. who
is to be surveyed.

Consumers

SAMPLE SIZE
It is the substantial portion of the target population that are sampled to achieve reliable
results.
100------- CORPORATE HOUSES/ RESPONDENT/CUSTOMER

67

SAMPLING PROCEDURE
The procedure to choose the respondents to obtain a representative sample, a non-probability
sampling technique is applied for the target market.
Non-Probability Sampling
It is a purposive sampling which deliberately chooses the particular units of the universe for
constituting a sample on the basis that the small mass that they so select out of a huge one
will be typical or representative of the whole.
Judgment sampling: To select population members who are good prospects for accurate
information?

68

DATA COLLECTION
The data collection process is the predefined task that I have to undergo. The data collection
process starts right from the first day till the final day on the field. During the whole period a
list of different retailers scattered around whole of the South Delhi gets visited on the regular
basis. The main task is to analyze the CUSTOMER SATISFACTION, market potential, study
of the market share of the company and analyzing the competitors strategies.
The survey process is not complete without consulting the Distributor &
Retailers. The distributors are the key nodes that make the chain moving effectively. So the
response made by them is also an essential criterion to involved and reaching for certain
decisions.
There are several ways of collecting appropriate data that differ considerably
in the context of money costs, time, and other resources at the disposal of the researcher. The
tools used for data collection are as:

PRIMARY DATA
The primary data are those data, which are collected afresh and for the first time. And happen
to be original in character. The primary data to be collected for the study are

Questionnaire A set of questionnaire is prepared for the cause of collecting

different information related to the pre-determined objectives. The
questionnaire prepared is in two forms & targeted towards the doctors and
chemists differently. The format of questionnaire is structured and nondisguised.

Direct Personal Interview Under this method of collecting data there is

face-to-face context with the person from whom the information is obtained.
The data collected are from the respective selected doctors and chemists
visited regularly. The pattern used is Structured and Indirect Interview.

69

SECONDARY DATA
Secondary data means data that are already available i.e., they refer the data, which
have already been collected and analyzed by someone else. When the researcher utilizes
secondary data, then he has to look into various sources from where he can obtain them, IN
this case he is certainly not confronted with the problems that are usually associated with the
collection of original data. Secondary data may either be published data or unpublished data.
Usually published data are available in:

Various publications of the central, state and local governments;

Various publications of foreign government or of international bodies and their

subsidiary organization;

Technical and trade journals:

Books, magazines and newspapers;

Reports and publications of various associations connected with business and

industry, banks, stock, exchanges etc.;

Reports prepared by research scholars, universities, economists etc.

In different

fields, and

Public records and statistics, historical documents, and other sources of published
information. The sources of unpublished data are many; they may be found in diaries,
letters, unpublished biographies and autobiographies and also may be available with
scholars and research workers, trade associations, labor bureaus and other
public/private individuals and organizations.

70

71

DATA ANALYSIS
The customer information centre for Delhi the study covered 100 corporate customers who
were using cars between july 2014 and August 2014.
It for the first lime over across the globe that any manufacturer with the largest market share
has attained the top rank Hyundai Motors. Hyundai boasts of the maximum share and has the
maximum number of vehicles on Indian roads which means that great effort and sound
planning is required to keep vehicle problems to a minimum going by the result Hyundai has
done quite well Hyundai share the top spot with Honda in the problems experienced section
of corporate customer. But Honda ciders only the luxury car segment whereas Hyundai keeps
nearly 65% vehicles on Indian roads.
According corporate information higher level employees mostly like Hyundai Sonata,
Hyundai Santro, santro xing, ,Getz and Accent ,Hyundaii10,Hyundai-i20 and Elentra.

72

Table 1.
Break-up on the basis of cars using by the respondents
Cars

In Numbers

In %

Maruti
Tata
Toyota
Honda
Hyndai
Ford
Total

196

32

125
58
46
102
78
605

21
9
8
17
13
100

Out of 15 respondents under the survey, whole are using different companies cars. In total
they are using 605 cars of different companies. Hyundai have more customers with 196
customers. Tata have 125., Toyota =58 Honda =46, Hyndai =102, Ford=78,

73

Which Companies Cars You Are Using? (In Numbers)

200
180
160
140

Maruti
Tata
Toyota
Honda
Hyundai
Ford

120

NO OF CARS

100
80
60
40
20
0
Company
Interpretation:

The 15 corporates under the study are using a total of 605 cars. Under this 605 cars 196 cars
are of Hyundais.32 % of the total cars under the study. 125 cars are of Tata Motors, 21% of
the total cars. They are followed by Hyundai with 102 cars. The other companies like Toyota,
Honda, Ford have a number of 58, 46, and 78 respectively.

74

Table 2.
Break-up on the basis of cars using by the Top level Employees
Cars
Maruti
Tata
Toyota
Honda
Hyundai
Ford
Total

In Numbers
50

In %
20

38
48
42
40
28
246

16
20
17
16
11
100

Out of 15 corporate higher level employees are using different companies cars. In total they
are using 246 cars of different companies. Hyundai and Toyota have more customers with
20% customers each. Followed by Honda 17% and Tata and Hyundai equally have 16%

75

Customer Satisfaction With Cars Used By Top Level Employees

NO OF CARS

(In Numbers)

Interpretation:
The 15 corporate under the study, the top level employees are using 246 cars.
Out of this 246 cars 50 cars are of Hyundais.20 % of the total cars and Toyotas 48 around
20% also.. 42 cars are of Toyota, followed by Hyundai with 40 cars, Tatas 36 and fords 28.
From these data we can analyze that the Toyota and Honda have more preference by the top
level employees, because their number compared with the total is very high.

76

Table 3:
Break-up on the basis of cars using by the Medium and Lower level Employees
Cars
Maruti
Tata
Toyota
Honda
Hyundai
Ford
Total

In Numbers
146

In %
41

87
10
4
62
50
359

24
3
1
17
14
100

Out of 15 corporate medium and lower level employees are using different companies cars.
In total they are using 359 cars of different companies. Hyundai and Tata have more
customers with 41% and 24% respectively customers each. Followed by Hyundai 17% and
Ford 14%.

77

Customer Satisfaction With Cars Used

By Medium/Lower Level Employees (In

NO OF CARS

Numbers)

Interpretation:
The 15 corporate under the study, the medium and lower level employees are using 359 cars.
Out of this 359 cars 146 cars are of Hyundais.41 % of the total cars and Tatas 87 around
24% also.. 62 cars are of Hyundai, 17% of the total cars used by this segment, followed by
Ford with 50 cars,(14%). From these data we can analyze that the Hyundai and Tata have
more preference by the lower level employees, because their number compared with the total
is very high. From it is clear that the medium and lower level employees preference is for
Hyundai and Tata. This is mainly due to price afford ness, availability of spare parts and
Diesel engine facilities

78

Table 4.
Split up on the basis of the satisfaction level of Hyundai customers about the vehicle.
Status
Satisfied
Unsatisfied
Total

Number of Customers
12

In %
80

20

15

100

The above table shows that 12 customers who are using Hyundai cars are satisfied with the
vehicle i.e. 80% of the total. At the same time 3 customers are using Hyundai cars are not
satisfied, 20% of the total.

79

Are You Satisfy With The Hyundai cars (15 Customers )

15
13
11

NO OF CUSTOMERS

9
Yes
No

7
5
3
1
-1
Satisfaction
Interpretation:

The above graphical representation of the satisfaction level towards the Hyundai cars shows
that around 80% (12 in numbers) of the customers are satisfied. But a 20% of the customers
are not satisfied with the performance of the vehicle.

80

Table 5.
Split up on the basis of the satisfaction level of Hyundai cars customers about the service
from Hyundai.
Status
Satisfied
Unsatisfied
Total

Number of Customers
13

In %
87

13

15

100

The above table shows that 15 customers who are using Hyundai cars are satisfied with the
service of Hyundai car i.e. 87% of the total. At the same time 2 customers are using Hyundai
cars are not satisfied, 13% of the total.

81

Are You Satisfy With The Hyundai cars Service

(15 Customers )

15
13
11

NO OF CUSTOMERS

9
Yes
No

7
5
3
1
-1
Satisfaction
Interpretation:

The above graphical representation of the satisfaction level towards the Hyundai cars services
shows that around 87% (13 in numbers) of the customers are satisfied. But a 13% of the
customers are not satisfied with the performance of the vehicle. . From this it is clear that the
service of Hyundai cars is very good.

82

Table 2.
Break-up on the basis of cars using by the Top level Employees
Cars
Maruti
Tata
Toyota
Honda
Hyundai
Ford
Total

In Numbers
50

In %
20

38
48
42
40
28
246

16
20
17
16
11
100

Out of 15 corporate higher level employees are using different companies cars. In total they
are using 246 cars of different companies. Hyundai and Toyota have more customers with
20% customers each. Followed by Honda 17% and Tata and Hyundai equally have 16%

83

Customer Satisfaction With Cars Used By Top Level Employees

NO OF CARS

(In Numbers)

Interpretation:
The 15 corporate under the study, the top level employees are using 246 cars.
Out of this 246 cars 50 cars are of Hyundais.20 % of the total cars and Toyotas 48 around
20% also.. 42 cars are of Toyota, followed by Hyundai with 40 cars, Tatas 36 and fords 28.
From these data we can analyze that the Toyota and Honda have more preference by the top
level employees, because their number compared with the total is very high.

84

85

SWOT ANALYSIS
This project has thrown a light on the strengths, weaknesses, opportunities & the threats
Hyundai is facing in the Indian market. These can be summarized as:
STRENGTHS:
The big & small car from Hyundai is the most advanced vehicle technologically as well as
aesthetically. Some more strong points that were reflected during the survey are given below.
1. The outlook of the car has a great appeal and almost every body during the survey was
found satisfied with the outlook.
2. The safety features of the car are also one of the strong reasons for the customers to
buy Hyundai has the best safety features in its range of the car.
3. The customers have accepted this car as the family car and thus car can be targeted for
the families now.
4. The exteriors of the car i.e. size shape, space, headlight the tail light are also
appealing and most of the customers arc fully satisfied with these features of the car.
5. The legroom & headroom of the car is very good. The customers are praising this
feature very much.
6. All the models of Hyundai Motors. are of EURO II .
WEAKNESS
Hyundai even with the best car technically as well as aesthetically is not performing very
well in the Indian car market the sales & hence the market share of Hyundai is very low the
survey also reflected the weakness of the company.
I. Mileage is the first factor of consideration for and buyer of the small car Hyundai. Santro
although performance is very well on this aspect but some of the customers are not at all
satisfied as their car is not giving them good average, these small customers can cause
disloyalty to the company & Hence the company need to remain consistent as well as this
factor should be communicated very well to the customers.
2. Pick up of the car especially while the A/C is on, is also not satisfying the customers.
3. A/C is yet another area, which needs a considerable amount of attention from the
engineers.

86

4. The service network and the availability of spares also is in area causing a lot of problems
for the customers.
Those are some of the weaknesses of the company as far the Hyundai is concerned these field
need it complete reservation of the features and a complete repositioning and is
creating good brand loyalty.
These are few points that Hyundai has in its accounts as far the customers are concerned
overall the car Hyundai can command a good market but it is now the responsibility of the
marketing people to position this car.
OPPORTUNITIES
The small car market in India is still in its growing stages and there are a lot of opportunities
for the companies in this field. Hyundai has the big car market in India is still in its growing
stages and there are as lot of opportunities for the companies in this field all the players
except Hyundai Motors arc now and Competition is intense the opportunities for Hyundai are
also there in the market.
1. Most of the population in India belong to the middle class who prefer to buy small cars
therefore Hyundai has also a lot of opportunities in this field.
Upper Class

Sonata, Tucson

Upper Middle Class

Accent, Elentra Getz,Hyundai-i20

Lower Middle Class

Santro, Getz ,Hyundai-i10

2. Spare availability needs a complete exploration from every company this factor is one
of the most important for the customers.

3. The service network and the customer care is also the taken.
These are the Field which needs a complete exploration not only by Hyundai but from
every company.

87

THREATS
Every enterprise with its evolution is bound to get certain threats and they need a careful
analysis and action. The chief threat to Hyundai is the competition itself. The entry of four
major competitors at almost same price has evolved major threats from the customers side the
following threats coming in light.
1. The pricing policy of the company is not good the Company some time increases and some
time decreases so that customer make uncertainly which make the customers felt exploited.
2. The communication with the customers about the availability and the feature is good but
workshop attitudes are not good for owner.
3. With the intense competition to provide the best quality at cheapest price must also be the
attention of the top management.
4. , It is the responsibility of the marketing people now to communicate it as the small car to
the potential customers.
5. The strong points need more perfection the weak points need more care, the opportunities,
need more attention and the threats need a complete change of vision.

88

89

FINDINGS
1) Firm wants to know that customer are satisfied or not about the company product and
according to Questionnaires Company know that more of people satisfy from the
companys product.
2) The satisfaction level towards the Hyundai cars shows that around 80% (12 in
numbers) of the customers are satisfied

3) The customers who are using Hyundai cars are satisfied with the service of Hyundai
car i.e. 87% of the total.
4) Firm uses company brochures, leaflets, and people adequate for giving the knowledge
about the Hyundai Vehicle's product.
5) Here is a question that does customer satisfy with guarantee and warranty with the
product? And firm knew that more than 95% customers are satisfy with the guarantee
and warrantee of the product.
6) It is very necessary that customers know about the new product and services from
time to time.
7) From where customer go for service and according to survey many customers go to
authorized service station and they also want to purchase spare parts from authorized
service station because they are satisfy with the service of authorized service station.
8) Hyundai cars were mostly liked by corporate employees.

90

91

CONCLUSION
The customer information under the study covered 100 corporate houses/respondents/
customers, who brought cars between June2014 and August2014 in Meerut, Delhi & NCR..
Hyundai has second largest share and has the second largest number of vehicles on the
Indian Roads. It means that great effort and sound planning is required to keep vehicle
problems to the minimum.. I observe that there is a great demand of skilled & talented
employees. There must be a procedure to make the customer aware about different product of
the company which is suitable for him. Hyundai has done quiet well regarding customer
satisfaction. Hyundai share is the First Top among higher income corporate customer
According to corporate information, high level employees mostly like luxury cars Accent,
Sonata, Elentra. Etc. and lower level employees preferring Hyundai santro, Hyundai-i10 ,&
i20.
Lastly, I must say that this training was very knowledgeable & interesting for me.

92

93

SUGGESTIONS
1. MILEAGE: The company is not consistent as for the mileage is concerned. Some of
the people are quite satisfied while some are not at all satisfied, extensive communication
is thus needed to overcome this problem.
2. PICK UP: Hyundai Santro engine car is very poor especially while the A/C is on. The
improvement on the technical aspects should be performed.
3. COST OF SPARE PARTS: The spares Parts of Hyundai are more expensive as
compared to the competitors. People are not too much aware of the outlets. An effective
advertising in this respect is needed.
4. COMMUNICATION: Communication improves customers and dealer relation &
interaction. Ineffective communication is creating a big too gap between the customers
and the company. Thus it must be improved.
5. ADVERTISING: The advertising policy of the company is not very good. So that
improvement should be done to build brand image. These are the suggestions which
throws light on the weaknesses of the company and where the company needs to give
attention .The marketing department needs to give more attention and position the car
again. So that the customer loyalty towards the company can be ascertained.

94

95

LIMITATIONS

This project may not fulfill all the expectations of the reader because it faced certain
limitations which are as follows:
1) In so many cases the respondents may be biased, this is a frequently occurring error in
market research. Adequate sale guards have been provided for the same so as to minimize
such errors.
2) The information provided by the various corporate offices are limited, subject to the
information revealed ..so many points may be Missing.
3) This study was continued from Meerut to Delhi city with comparatively high living
standard in summer scorching heat & busy road.

Hence care must be taken while

applying these results to other cities.

4) The details of the recommended pattern of the corporate customer behaviour have not
been worked out.
5)customers ware not willing Answers properly
6)corporate customer were too busy in his work they were very difficult to be contacted.

96

97

98

DEMOGRAPHIC INFORMATION
Q1.What is your age?
.Years
Q2.For how many years have you been driving?
.Years
Q3. What is your occupation?
..
Q4.Which of the following groups' best describes your household's total monthly income?
Rs.10, 000 or less..
Rs.10, 001-30,000.
Rs.30, 001-50,000.
Rs.50, 001 or more.

99

CUSTOMER CONTACT INFORMATION

Name

of

the

Customer:

____________________________________________________________________
Designation
____________________________________________________________________
Contact Details:
a)

Village

_________________________________

b) District _________________________________
c) State

_________________________________

Customers Signature

d) Pin no. __________________________________

e) Phone no._________________________________
f) Mobile

_________________________________

Name

of

the

Representatives

___________________________________________________________
Remarks, if any ___________________________
_________________________________________
Representatives Signature
_________________________________________
_____________________________________________________________
_____________________________________________________________
Q1.Personal Information
Name

Address

Gender:
Occupation

Age ______
a. 20-24

b.

24-30

c. 30-40

d.

Above 40

Income (per month)

a.

15000-20000 [

b.

20000-30000 [

d.

30000-50000 [

d.

Above 50000 [

100

Q2.What kind of vehicle/ four wheeler you are currently using

a. Hyundai Santro

b. Hyundai Getz

c. Hyundai Accent

d. Hyundai-i10

e. Hyundai-i20

Q3. Which cars you owe?

a.

Hyundai Santro [

b.

Hyundai Getz [

b.

Hyundai Accent [

d.

Hyundai elentra [

e.

Hyundai Sonata [

f.

Hyundai Tuscan [

h.

Hyundai-i20

g.

Hyundai-i10

]
]

Q4. How did you come to know about the vehicle you on owing?
a. Family

b. Friends

c. Office

d. T.V.

e. Newspapers [

f. Magazines [

]
]
]

Q5. What according to you are the factors that influence a purchase decision?
a. Exterior style

b. Comfort

c. Safety

d. Price

e. Mileage

f. Pickup

g. Technology[

i. Interiors

h. Powerful Engine

j. Brand Name

Q6. How long you have been using the vehicle

a. More than three years

b. Two to three years

c. One to two years

d. Less than one years

Q7. Any area of dissatisfaction with your car

a. Exterior style

b. Interior [

c. Mileage

d. Pickup [

e. Safety

f. Engine problem [

101

Q8. How much you satisfied with the services of Hyundai service stations?

(Not for non

users )
a. Highly Satisfied

b. Some what satisfied

c. Cant say

d. Some what dissatisfied

e. High Dissatisfied

Q9. Rating the following factors of:

Hyundai Santro

Hyundai Getz

a. Exterior style

b. Comfort

c. Safety

d. Price

e. Mileage

f. Pickup

g. Technology

h. Powerful Engine

i. Interiors

j. Brand Name

]
]

Q10. How you used mostly your cars

a. Business work

b. Family work

c. Sports racing

d. General work

e. Just leave impression

Q11. After having a drive on your Hyundai car how do you feel?
a. Exciting

c. Cant say [

b. Safe drive
d. Facing some problem

Q12. Do you recommending your relatives or others to go for purchasing your car.
a. Yes

b. No

Q13. Which factors do you like in Hyundai car?

102

a. Mileage [

b. Interior/ Exterior [

c. Low Maintenance

d. Safety

e. Powerful Engine [

Q14. Any promotional scheme offering by Hyundai at purchase time?

a. Yes

b.

No

103

104

BIBLIOGRAPHY

Marketing Research (Author- G C Beri)

(Publish by Tata McGraw Hill Publishing Co. LTD., New Delhi)
Third Edition (2002)

Marketing Management (Author- Rajan Sexana)

(Publish by Tata McGraw Hill Publishing Co. LTD, New Delhi)
Second Edition (2001)

Marketing Management (Author- R S Sexana)

(Publish by Himalaya Publication, New Delhi)
Ninth Edition (2000)

Marketing Management (Author- Philip Kotler)

(Publish by Pren Tice-hall of India PVT. LTD., New Delhi)
Ninth Edition (2002)

Research Methodology (Author- Bhandrai)

Print 2004, second edition

WEB SITES:
www.Hyundai.com
www.indiancar.com
www.google.co.in

105