INTRODUCTION

The automobile industry of India is one of the most booming and dynamic industry of the country. Every home in India possesses two wheeler or four wheeler. There is no segment of the society that has not been touched by the automobile revolution. All kinds of four-wheelers, family, luxury, big or small have become an indispensable parts of every man’s life.

That is what the automobile industry thrives on. Obviously this has been identified by innumerable companies.

Today the automobile industry is a thriving industry with thousands of companies competing neck to neck, working tirelessly to roll out newer and better models of four-wheelers that will prove to be big hits with the customers.

Differentiation is the need of the hour. Manufacturers try and identify their customer’s needs and wants to develop tractors that would to be the exact liking of their buyers.

One of the main players in the Indian context is HYUNDAI MOTORS. It has been the primary dealer of four-wheelers, catering to all the segments of the society from time immemorial.

In order to stay ahead of the entire competition, it is of prime importance that “consumer perception” is given the utmost importance.

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Companies need to get “inside the head” of their customers. They need to produce what the latter wants and expects. They need to foresee that forthcoming demands and meet them effectively and efficiently. Thus customer surveys are conducted on very regular basis to keep updated on the latest trends and changes in this ever changing segment.

This study has been conducted keeping in mind the exact same thing: ‘Understanding the perceptions, the needs and the wants of customers and prospective buyers of HYUNDAI Motors products.’

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NEED AND IMPORTANCE OF THE STUDY

A Brand is defined as name, term, sign, symbol or a seller. A Brand in

short is an identifier of the seller or the marketer. A Brand consists of

word, letters or combination of all these. And the need of branding is to

know about quality and standard to know the features and about

consumers and also about manufacturer and price. It helps to build the

corporate image and profitable set of consumers

Brand Name decision, the first decision whether the company should

develop a Brand Name for its product. Branding is such a strong force

that hardly anything goes unbranded. A company has five choices with

regard to Brand. They are Line extension, Brand extension, Multi

Brands and Company Brands

The importance of branding is that to create about the brand

awareness. To creates Brand awareness the company should go

through advertisement, hoardings or some special event. And through

this they can know about the brand idea of the product and it also

creates a particular image in the consumer’s min

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OBJECTIVES OF THE STUDY

1. To ascertain consumer’s awareness about HYUNDAI Brand and models of Four wheelers.

2. To extract the information through which buyers came to know various

Brands.

3. To determine the decision maker.

4. To identify the factors influencing the customer while selecting particular

Brand

5. To evaluate Brand Ambassador’s influence on purchase decision.

SCOPE AND PERIOD OF THE STUDY

The study involves the users of all four-wheeler brands such as

HYUNDAI, Maruthi, Honda, Mercidaz. It evaluates customer perception

towards branding at Hyundai MotorsPvt.Ltd automobile in terms of

perception level of customer.

The study is restricted to twin cities. The sample size for this study is

100. The Methodology used for analysis and interpretation is simple

percentage method The period of the study is 45 days.

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RESEARCH METHODOLOGY

MARKETING RESEARCH:

It is a systematic process of gathering, recording, analyzing and

interpreting the data related to any problem in the field of marketing.

This marketing research consists of various steps. They are as follows

1) Problem formulation.

2) Development of research design.

3) Determine the source of data.

4) Planning and designing data collection forms.

5) Determine sampling plan.

6) Organizing and conducting field survey.

7) Data analyses and interpretation.

8) Report preparation and arrangement to decision makers.

Source of data:

Once the research design has been decided upon the next stage is that

of selecting the source of data. They are primary data, secondary data.

Primary data:

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Are those, which are collected fresh and for the first time, and thus

happened to be in original character? The data is gathered through

administering the questionnaire.

Secondary data:

Are those which are already been collected by some one else and

which have already been passed through the statistical process. And

source of secondary data organization report, journal, etc.

Sampling:

The selected respondents constitute which is technically called as

sample and the selection process is called as sampling technique.

Random sampling:

The research study employed random sampling technique which

randomly selects the respondents.

Sample size:

An important decision that has to be taken while adopting a sampling

technique is about the size of the sample and the sample size is 100

respondents. The respondents include employees, businessmen and

students.

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Research instrument:

The research instrument use for this study is questionnaire.

Questionnaire:

A schedule containing various items on which information is sought

from respondents. And it consists of dichotomous question, multiple

choice question and open-ended questions, ranking questions.

Dichotomous question:

Are extreme from the multiple choice questions in which one or four

responses are allowed framed as yes/no.

Multiple-choice questions:

Is which requires the respondents to choose one of the several

answers listed in the questions itself or following the question?

Open-ended question:

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Are which requiring the respondents to answer it in his own words and

which does not bind the respondent to select an answer from among a

set of alternatives.

Ranking question:

Are those, which are based on ranks?

RESEARCH METHODOLOGY ADOPTED

Research design : descriptive research

Research Instrument : Structured non-disguised questionnaire

Sampling Plan

a) Sample method : Random Sampling

b) Sample Size : 100

c) Analysis Method : Simple percentage Method

PLAN OF THE STUDY

Chapter 1 consists of introduction.

It includes need and importance of the study, objectives of the

study, plan of the study, scope and period of the study, limitations

and conceptual and methodological framework.

Chapter 2 consists of review of literature.

Chapter 3 comprises of company profile.

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Chapter 4 consists of data analysis and interpretation.

Chapter 5 includes summary and conclusions.

Chapter6 includes recommendations.

LIMITATIONS OF THE STUDY

1. Due to limitation of span of time and limited resources, survey

was conducted for a period of 6 weeks.

2. Convenient sampling was used as the mode of conducting the

research.

3. The geographical region covered for the survey was limited to

the boundaries of twin cities.

4. Improper response from the customer but it was minimal.

5. Respondents were reluctant to answer some question, as they

took them personal therefore increasing the possibility of error.

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CHAPTER II

INDUSTRY PROFILE

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Automobile industry in India

The automobile industry in India is the ninth largest in the world with an annual

production of over 2.3 million units in 2008 In 2009, India emerged as Asia's fourth

largest exporter of automobiles, behind Japan, South Korea and Thailand.

Following economic liberalization in India in 1991, the Indian automotive industry has

demonstrated sustained growth as a result of increased competitiveness and relaxed

restrictions. Several Indian automobile manufacturers such as Tata Motors, Maruti

Suzuki and Mahindra and Mahindra, expanded their domestic and international

operations. India's robust economic growth led to the further expansion of its domestic

automobile market which attracted significant India-specific investment by multinational

automobile manufacturers. In February 2009, monthly sales of passenger cars in India

exceeded 100,000 units.

bryonic automotive industry emerged in India in the 1940s. Following the independence,

in 1947, the Government of India and the private sector launched efforts to create an

automotive component manufacturing industry to supply to the automobile industry.

However, the growth was relatively slow in the 1950s and 1960s due to nationalization

and the license raj which hampered the Indian private sector. After 1970, the automotive

industry started to grow, but the growth was mainly driven by tractors, commercial

vehicles and scooters. Cars were still a major luxury. Japanese manufacturers entered the

Indian market ultimately leading to the establishment of Maruti Udyog. A number of

foreign firms initiated joint ventures with Indian companies.

In the 1980s, a number of Japanese manufacturers launched joint-ventures for building

motorcycles and light commercial-vehicles. It was at this time that the Indian government

chose Suzuki for its joint-venture to manufacture small cars. Following the economic

liberalization in 1991 and the gradual weakening of the license raj, a number of Indian

and multi-national car companies launched operations. Since then, automotive

component and automobile manufacturing growth has accelerated to meet domestic and

export demands.

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Exports

India has emerged as one of the world's largest manufacturers of small cars. According to

New York Times, India's strong engineering base and expertise in the manufacturing of

low-cost, fuel-efficient cars has resulted in the expansion of manufacturing facilities of

several automobile companies like Hyundai Motors, Nissan, Toyota, Volkswagen and

Suzuki.

In 2008, Hyundai Motors alone exported 240,000 cars made in India. Nissan Motors

plans to export 250,000 vehicles manufactured in its India plant by 2011. Similarly,

General Motors announced its plans to export about 50,000 cars manufactured in India by

2011.

In September 2009, Ford Motors announced its plans to setup a plant in India with an

annual capacity of 250,000 cars for US$500 million. The cars will be manufactured both

for the Indian market and for export. The company said that the plant was a part of its

plan to make India the hub for its global production business. Fiat Motors also announced

that it would source more than US$1 billion worth auto components from India.

According to Bloomberg L.P., in 2009 India surpassed China as Asia's fourth largest

exporter of cars.

Indian automobile companies

Notable Indian automobile manufacturers

Ashok Leyland

Chinkara Motors : Beachster, Hammer, Roadster 1.8S, Rockster, Jeepster,

Sailster.

Force Motors

Hindustan Motors : Ambassador.

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Mahindra : Major, Xylo, Scorpio.

Maruti Suzuki : 800, Alto, WagonR, Estilo, AStar, Ritz, Swift, Swift DZire, SX4,

Omni, Versa, Gypsy

Premier : Sigma, Roadster, RiO.

San Motors : Storm

Tata Motors : Nano, Indica, Indigo, Sumo, Safari, TL.Aria

Electric car companies in India

Ajanta Group

Mahindra

Hero Electric REVA

Tara International

Tata Motors

Notable Multi-national automobile manufacturers

Locally manufactured Automobiles of Multi-national Companies

Audi : A4, A6.

BMW : 3 Series, 5 Series.

Chevrolet : Spark, Beat, Aveo U-VA, Aveo, Optra, Cruze, Tavera.

Fiat : Palio, Grande Punto, Linea.

Ford : Ikon, Fiesta, Fusion, Endeavour, Figo

Honda : Jazz, City, Civic, Accord.

Hyundai : Santro, i10, Getz, i20, Accent, Verna, Hyundai , Sonata.

Mercedes-Benz : C-Class, E-Class

Mitsubishi : Lancer, Lancer Cedia.

Nissan : Micra

Renault : Logan

Škoda : Fabia, Octavia, Laura.

Toyota : Corolla, Innova, Fortuner

Volkswagen : Jetta, Passat, Polo.

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Cars sold in India as CBU (Completely Built Units)

Audi : A8, TT, R8, Q5, Q7.

Bentley : Arnage, Azure, Brooklands, Continental GT, Continental Flying Spur,

Mulsanne.

BMW : 6 Series, 7 Series, X3, X5, X6, M3, M5, M6 and Z4.

Chevrolet : Captiva

Fiat : Nuova 500.

Honda : Civic Hybrid, CR-V.

Hyundai : Santa Fe.

Jaguar : XF, XJ, XK.

Lamborghini : Gallardo, Murciélago.

Land Rover : Range Rover, Range Rover Sport, Discovery 4, Freelander 2.

Maybach : 57 and 62.

Mercedes-Benz : CL-Class, CLS-Class, S-Class, SL-Class, SLK-Class, M-Class,

Viano.

Mitsubishi : Pajero, Montero, Outlander.

Nissan : Teana, X-Trail, 307Z.

Porsche : 911, Boxter, Panamera, Cayman, Cayenne.

Rolls Royce : Ghost, Phantom, Phantom Coupé, Phantom Drophead Coupé.

Škoda : Superb.

Suzuki : Grand Vitara.

Toyota : Camry, Land Cruiser, Land Cruiser Prado, Prius.

Volkswagen : Beetle, Touareg.

Volvo : S80, XC90.

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CHAPTER III

COMPANY PROFILE

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About Us (Over View of the company)Hyundai Motor India Limited (HMIL) is a wholly owned subsidiary of Hyundai

Motor Company (HMC). HMIL is the largest passenger car exporter and the second

largest car manufacturer in India. It currently markets eight passenger car models across

segments -- in the A2 segment it has the Eon, Santro, i10 and the i20, in the A3 segment

the Accent and the Verna, in the A5 segment Sonata and in the SUV segment the Santa

Fe.

HMIL's fully integrated state-of-the-art manufacturing plant near Chennai boasts

of advanced production, quality and testing capabilities. HMIL forms a critical part of

HMC's global export hub, it touched 1.5 million in exports in March 2012. It currently

exports to more than 120 countries across EU, Africa, Middle East, Latin America and

the Asia Pacific. HMIL has been India's number one exporter for seven years in a row.

To cater to rising demand the company commissioned its second plant in February 2008

having an installed capacity of 330,000 units per annum. To support its growth and

expansion plans HMIL currently has 346 dealers and around 800 service points across

India. In its commitment to provide customers with cutting-edge global technology,

HMIL set up a modern multi-million dollar R&D facility in Hyderabad. The R&D centre

endeavors to be a center of excellence in automobile engineering.

International OperationsHyundai was started in 1967 when the founders decided to assemble someone else’s

vehicles. The founder developed his own vehicles and succeeding in exporting vehicles

to other countries. Even though Hyundai started in Korea in 1967, they have expanded

their production facilities worldwide. There are 50,000 strategists, engineers, designers,

marketing, PR and sales specialists, line workers distributors and dealers in 193

countries.

Hyundai sources very few components from India but is on the verge of increasing that

level. However, the company wants India to improve the quality of its products. In order

to make India a global hub, the company needs consistent quality. India is Hyundai’s

second largest market in the world.

In terms of worldwide sales, the US, Chinese and Indian marketing are doing well. The

company does not plan to introduce commercial vehicles in India.

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India is the worldwide hub for small cars of Hyundai, the larger exporter of cars from

India. Hyundai has also developed a model in India for sales.

Hyundai has a production plant in Tamil Nadu which will double its production capacity

to 600,000 units per annum.

Hyundai will grab a large share of the car market by turning its operations in India and

China into key design, manufacturing, and export hubs for its entire global operations.

Top ExportsHyundai Motor India Ltd. Exports is the largest car exporter from India, contributing to

66 per cent of the total passenger exports. The company exported 247,102 cars in 2010 to

110 countries. The cars that it exported include the Santro, i10, i20 and Accent. The

exports grew by 10.7 per cent over the previous year. Hyundai Motor India Limited has a

strong export market, which includes European Union, Africa, Middle East, Latin

America, Asia and Australia. By 2010, Hyundai had exported 10 lakh cars.

Hyundai Motor India Limited began exporting cars in 1999 when it shipped 20 Santros to

Nepal. By 2004, the company exported 1,00,000 cars, by 2005, it exported 2,00,000 cars

and by 2006, it had exported 5,00,000 cars.

Apart from achieving milestones in terms of numbers, in terms of specific cars and

countries, Hyundai exported the first Getz on March 26, 2007, according to the company

website. Additionally, it’s first shipment to the United Kingdom was on November 29,

2005, to Latin America was on March 13, 2003, to Algeria on July 21, 2000.

Top Future PlansHyundai plans to launch not one but six cars in the next three years. The company plans

to launch two cars per year for the next few years. Among the six cars that are going to be

launched, Hyundai Elantra Avante will be the first car to hit the road.

The other cars that the company plans to launch is the Hyundai i10, the i20 and the i30

really soon. The company might also launch the Verna, another variant of cars. The i20

mini MPV is made by Hyundai’s European design center. It will have a unique exterior

and interior look to differentiate it from its Kia counterpart. Two other cars that will hit

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the road will be the Hyundai Sonata or the i40. The wagon model will be introduced first

followed by the sedan variant. It will have powertrain technology and diesel and gasoline

engines. The car will have a 2.4 litre Theta engine.

Finally the most impressive car of the year for 2011, is the Hyundai Veloster. It’s a two

door coupe that replaces the Hyundai Coupe/Tiburon.

The company also plans to expand to the domestic market by establishing more

dealerships in India.

MISSION & VISIONHyundai released its Vision 2020 to establish the firm as the global leader in the

automobile market. The company focuses on key vision strategies:

AUTOMOTIVE VISION“To become a trusted lifetime partner of our customers, we will bring a new perspective

to automobiles through innovative mobility solutions based on human-centric, eco-

friendly technologies and services.”

STEEL VISION“As an eco-friendly, resource-circulating company, we will lead a new era in the steel

industry by providing high value-added products and services and realizing world's best

competitiveness based on cooperative relations with our stakeholders.”

CONSTRUCTION VISION“As a global leading provider of high-value engineering solutions, we will create the

foundation for a better life through cross-business synergy and convergence with future

technologies.”

Hyundai focuses on five main values: Customer, Challenge, Collaboration, People and

Globality. Providing customers top service will be at the top of their agenda. The

company will venture into new areas and not remain traditional. The company will have a

spirit of collaboration. People will be respected and valued. The company is not limited

to country-centric areas but will be known in the global arena.

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PROMOTERS (HINT :- CEO, DIRECTORS)

BOARD OF DIRECTORS

R. Sethuraman Senior Vice President of Finance & Corporate

Affairs and Director

Ravi Sharma Manager - Marketing PR

V Anand Deputy Manager - Marketing PR

Fact Sheet (Milestones) 1996: Hyundai Motor India Limited was established at its first plant near Chennai.

1998: the first Santro was produced.

2000: Hyundai launched its 100,000th car from Chennai. It also launched the Zip drive.

Santro crossed 100,000 cars in sales and exported 760 Accents and Santro cars to

Algeria.

2001: The 200,000th car was rolled out. The new look hatchback Santro and luxury

sedan Sonata were launched.

2002: the 1.1 litre E-Epsilon engine was launched globally. In 2002, the 300,000th car of

Hyundai was launched with the launch of the Accent Viva. The Santro Automatic

Transmission as well as the Accent CRDi were launched.

2003: Hyundai started exports to Latin America. It rolled out the 400,000th car. It

started exporting the Santro Xing and SUV Terracan in the same year.

2004: Hyundai Motors India Limited crossed sales figure of 100,000 in the export

market.

2005: Santro became known as the largest selling car of Hyundai. Hyundai launched the

SUV Tuscon. It also launched the Global Dealer Management System. This was a great

“launch” year for Hyundai as it launched the Santro Xing with eRLX technology, the

Sonata, and the export version of its Getz car – the GLE. It also exported its 200,000th

car overseas.

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2006: Hyundai launched its 1, 000,000 car and also launched the HMIL Foundation. It

launched both the Hyundai Verna – in Petrol and Diesel. It exported its 300,000th car.

2007: the company launched the Getz Prime, Verna CRDiSx, the Sonata CRDi Automatic,

the Santro CNG and exported its 400,000th car.

2008: Hyundai inaugurated its 2nd plant in Chennai, and launched the following cars: i10

with the Kappa engine, Santro Eco and the i20 hatchback.

2009: Hyundai launched many cars- the new Sonata Transform, the new Verna Diesel

Automatic, and the i10.

2010: Hyundai launched the i10 electric car in India. This was the year it had 10 lakh car

exports, launched the Verna transform, had 30 lakh sales, including 20 lakh domestic

sales. It also launched the all new next Generation i10, and the Santa Fe.

Awards & Recognition2012

Verna gets the 'Sedan Of The Year 2011' Golden Steering Award

HMIL gets the 'Automotive Company Of the Year 2011' Golden Steering Award

Eon gets the 'Entry-Level Hatchback Of The Year' at ET Zigwheels Awards 2011

HMIL gets the 'Best Car Manufacturer 2012' award by Motor Vikatan magazine

2011

New Fluidic Verna wins the ‘Reader’s Choice Mid-size Car of the Year’ at Top Gear

Awards 2011

Santa Fe awarded 'Import SUV of the Year' by CNBC TV18 Overdrive Awards 2011

Santa Fe awarded 'SUV of the Year' by Business Standard Motoring Awards 2011

Santa Fe awarded 'SUV of the Year' by Car India Awards 2011

Santa Fe awarded 'Full size SUV of the Year' by NDTV Car & Bike Awards 2011

2010

HMIL receives the 'Niryat Shree’ Gold and Silver Trophies for 2008-09 by the Federation

of Indian Export Organisations (FIEO). The Gold Trophy was received in the Engineering

and Metallurgical products – Non-MSME category and the Silver Trophy in the Highest

Foreign Exchange Earner category.

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HMIL received the 'All India Award for Export Excellence 2008-09' by the Engineering

Export Promotion Council (EEPC). HMIL was awarded the Gold Trophy – in the Large

Enterprise category.

HMIL gets CSR award from Tamil Nadu Deputy Chief Minister Mr. M. K. Stalin

Hyundai i10 wins 'Small Family Favourite Car Award' by CarWale.com

Hyundai i20 wins the ‘Viewer’s Choice Award’ at the Overdrive CNBC TV 18 Awards

2010.

Hyundai Motor India Ltd wins the award for ‘Customer Service’ at the Apollo Auto India

Best Brand Awards 2010.

Hyundai i20 wins the ‘Design of the Year’ award at the NDTV Profit Car & Bike Awards

2010.

Hyundai i10 brand ambassador Shahrukh Khan wins the ‘Brand Ambassador of the Year’

award at NDTV Profit Car & Bike Awards 2010.

Contact us (Hint :- Address Of the company or plant location “Head Office”)

Registered Office & Factory

Hyundai Motor India Limited

Irrugattukottai, NH No. 4,

Sriperumbudur Taluk,

Kanchipuram District - 602105

Tamil Nadu

Tel: +91-(0)044 - 47100000

Fax: +91-(0)044 - 47100500

Email: cr@hmil.net

Website: http://www.hyundai.com

Marketing & Sales Headquarters

Hyundai Motor India Limited

Marketing & Sales Headquarters

5th & 6th Floor,

Corporate One (Baani Building),

MIDC Shiravane, Nerul,

Plot No. 5, Commercial Centre, Jasola

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New Delhi - 110076

Delhi

Board No.: +91-(0)11-66022000

Fax: (5th Floor) +91-(0)11-66022201

Fax: (6th Floor) +91-(0)11-66022202

Customer Care:

Call: 1800-11-4645 (Toll Free - Only from MTNL & BSNL numbers)

Mob: (0)98735-64645

Latest Financial Information (Hint: - How the company is perfuming in the recent

years)

Products of the company (For Marketing Projects with Logo if it is possible)

Product Overview

EON

Hyundai EON is undoubtedly a head-turner. With its un-interrupted flowing curves and strong character lines, it’s a car that’s modern and stylish like nothing else. The familiar Hyundai hexagonal grille, the swept back headlamps, the half moon shaped tail-lamps along with other distinctive design elements increase the style quotient and make the Hyundai EON a design revolution

Hyundai has been acclaimed pioneer in making fuel efficient and safe cars for its customers. Further to our commitment Hyundai EON is a car powered with mileage friendly frugal engine and coupled with inbuilt functions for eco-efficient driving. Starting from the core body development stage of the vehicle no stone has been left unturned to provide maximum safety

Intelligent design has created a car with roomy interiors and lots of space. Being the widest car with longest wheelbase in its segment, the first thing that strikes you about the Hyundai EON interiors is the sheer space in it. The car boasts of ample legroom both in front and rear o fulfill family needs. More than that, the space is used to generate practical and versatile solutions to different carrying requirements.

Santro Xing

The new Santro Xing sports stunning design changes which include refreshing exteriors and new look luxurious interiors. The new front radiator grille, the full wheel cover and the rear spoiler makes the new Santro Xing aesthetically more appealing and sporty. With metallic touches at multiple locations and plush new two tone beige and brown color scheme, the new Santro Xing adds elegance and style to the existing great looks.No compromise on boot space 2 year unlimited warranty. Company fitted lpg kit. Runs on both petrol and lpg

Space & Multifunctions

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The incredibly roomy interiors of the Tall-Boy Santro is designed to maximize personal space.Ease of driving with power steering

With the 'Easy Drive' power steering of the Santro Xing, squeezing into difficult parking lots and negotiating the rush hour traffic, is not just effortless, but fun as well.Effective Air Conditioning

The redesigned louvres in the Santro Xing offers much improved air circulation and delivers optimum driver and passenger comfort.

i10

The best seller is also the No.1 mileage

1. The BSIV compliant 1.2 Kappa2 engine with VTVT achieved a spectacular fuel mileage of 20.36 km/litre

2. Best in class ARAI-certified fuel efficiency among petrol cars in IndiaNew 2-tone beige and light brown interiors with blue illumination and chrome accents at multiple locations gives the Next Gen i10 a premium feel and make it a car like no other. The new stunning design also makes the cluster much more interesting.Apart from being the best-looking car on roads, the Next Gen i10 is also one of the safest. With first-in class reverse parking sensors and the reassurance of dual airbags and ABS, you don't have to worryabout safety anymore while you enjoy your Next Gen drive.ICOTY 2008:i10 won the coveted 'ICOTY 2008' the most trusted word on automobiles for consumers, manufacturers and Auto experts. This Award have proved to be the benchmark for auto excellence in the country.Other COTY Awards for i10 in 2008:BS Motoring 'Car of the Year'CNBC TV 18 Autocar 'Car of the Year'NDTV Profit Car & Bike Awards 'Compact Car of the Year'NDTV Profit Car & Bike Awards 'Car of the Year'Overdrive Awards 'Car of the Year'

i20 The luxury hatch is hotter than ever in its new avatar with Uber Features, Uber Style and Uber Power. The all new i-Gen i20 is your ticket to the Uber Life with attention to detail that makes it not just a style statement but also a lifestyle statement.The all new i20 is the only car in the segment to offer 6 airbags - dual front, side & curtain, making it one of the safest cars on the road

- Automatic headlamps switch on and off as per outside visibility conditions for convenient and safe driving

- The side lights blink thrice to indicate lane changing intentions to trailing traffic with one touch.- Rain sensing wipers automatically start operating in case of sudden shower or rain.- The clutch lock function ensures the engine doesn’t start unless the clutch is pressed first, thus preventing accidental start of the car

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- The 1.2 Kappa dual VTVT engine comes with separate VTVT assembly for intake and exhaust valves and the technology optimizes the opening and closing of valves for improved performance, mileage and reduced emissions

- The technologically advanced and powerful U2 diesel engine is quiet, clean and responsive. Mated with a 6-speed transmission, it offers perfect driving pleasure with enhanced fuel efficiency, smoother drivability and refinement.

Accent

Hyundai Accent has been designed keeping in mind your expectations from a true luxury sedan. With its smooth blend of design, a zippy responsive engine and well appointed interiors, the Accent sure packs a lot more thrill into your driving. Accent offers all that a mid-sized sedan can pack and more

1.5 SOHC Engine (Refined power) - The 1.5 SOHC in-line-4-cylinder engine delivers 95 ps of power and 12.7 kgm of torque, offering superior refinement and drivability that is a benchmark for cars in its class

Fresh look front grille with unique horizontal slats for that sophisticated look.JD Power Asia Pacific IQS Award:

Hyundai Accent has topped the JD Power Asia Pacific IQS for 2002 and the APEAL study for 2001 and 2002

TNS TCS 2007:

'Best Entry Mid size Petrol Car'TNS TCS 2005:Accent Petrol - 'No 1 Entry Mid size Car'

Fluidic Verna

Introducing the new Hyundai Verna - A car that redefines style, luxury and power. Following a fluidic sculpture design philosophy that seeks to create cars that are inspired by nature and are based on the natural rhythm of life, it harmoniously blends power with style. With uninterrupted curves and a Coupe like sporty profile, the new Verna engages your senses with its very presence. Offering sleek good looks, advanced technology and groundbreaking safety features, this Sedan is a cut above the rest, and a revolution ahead.The new Verna offers all-round protection with 6 airbags - 2 curtain airbags running along the length of the cabin, 2 side airbags and 2 for the driver and front passenger.The 1.6 L VTVT engine is a powerhouse which is refined to deliver best-in-segment 123ps@ 6300 rpm leaving the competition way behind. The engine is tuned to generate optimum efficiency without compromising on power. The new Verna also offers a 1.4 L VTVT which boasts of similarly unbeatable performance and best-in-segment mileage of 17.43 Km/L (ARAI). Features- Parking camera and sensors- Engine start/stop button with smart key

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- Supervision cluster with Blue illumination- Clean air cluster Ionizer- Power folding outside mirrors with turn indicators- 6 Airbags for additional safety

Neo Fluidic Elantra

It’s no longer lonely at the top with the Neo Fluidic Elantra to keep you company.

With its world-class engineering and exceptionally elegant design, it complements

your own inimitable style. Add to that a host of well thought of features, unparalleled

craftsmanship, and you have a car that celebrates success like none else.

With the Elantra, safety is not just a necessity but a priority. Which is why, the Elantra

includes a host of world-class safety features, including 6 airbags, so that you and

your loved ones are always safe and happy.

Our fluidic design philosophy has helped create this wind-crafted phenomenon that is

sure to enchant all your senses. Right from the front grille to the tail lamps, the Elantra

is a work of art that’s sure to catch the eye of even the most discerning automobile

enthusiast. Even the side character lines of the Elantra display top-class styling and

innovation.

Major engineering refinements went into creating the Elantra. Sophisticatedly

matched to the styling of the Elantra, the 1.8L Dual VTVT and 1.6L CRDi VGT

engines squeeze the maximum amount of energy from each drop of fuel. Both the

engines are designed to leave the competition far behind.

The All New Sonata

There’s Luxury. Then there’s the All New Sonata, a masterpiece crafted with the

ultimate in luxury and technology. Designed with the elegant and refined beauty of the

orchid flower in mind, the New Sonata embraces Hyundai’s ‘Fluidic Sculpture’

philosophy where smooth, flowing lines meet function like never before. Where

opulence and efficiency come together to form a car that’s more a work of art, than an

automobile.

Drawing inspiration from the kinetic force of nature, the new Sonata’s strong yet

fluidic character lines shape the exterior.

Preserving the beauty of a cascading waterfall, the front grille takes its design cues

from the harmony of flowing water in nature.

Delivering 201 PS of power, the new 2.4L GDi engine proves its might as the most

powerful in-line engine in the segment. Optimum power with fuel efficiency and low

exhaust emissions are made possible by directly injecting high pressure fuel into the

25

combustion chamber while harnessing the benefits of Dual Continuously Variable

Timing Value Terrain (D-VTVT).

Santa Fe

They say it’s impossible to overdo luxury. The Santa Fe is as close as it comes to that

possibility. From the sleek lines of the design, to the lavish interiors, this car spells

luxury with every inch. Add to that ground-breaking technology and features and you

have a car is truly well-appointed.

Keeping you and your loved ones safe is a basic and essential concern when deciding

on which vehicle to buy. Look no further. Hyundai Motor has made safety the top

priority when designing the Santa Fe. The protective capabilities may not be readily

apparent to the eye, but this SUV is thoroughly equipped to withstand diverse

collision scenarios.

The Santa Fe’s craftsmanship is inspired by the heart and completed with technology.

You will continue to be pleasantly surprised by the features you discover throughout

the vehicle when driving or parked.

The Santa Fe experience goes beyond power and ride smoothness. Now there’s the

satisfaction of doing more for the environment and saving more on fuel costs.

26

COMPANY PRODUCTS

EON

Santro Xing

i10

i20

27

Accent

Fluidic Verna

Neo Fluidic Elantra

The All New Sonata

Santa Fe

28

CHAPTER - III

29

LITERATURE REVIEW

History

The word "brand" is derived from the Old Norse brandr, meaning "to burn." It refers to

the practice of producers burning their mark (or brand) onto their products.

Although connected with the history of trademarks and including earlier examples which

could be deemed "protobrands" (such as the marketing puns of the "Vesuvinum" wine

jars found at Pompeii), brands in the field of mass-marketing originated in the 19th

century with the advent of packaged goods. Industrialization moved the production of

many household items, such as soap, from local communities to centralized factories.

When shipping their items, the factories would literally brand their logo or insignia on the

barrels used, extending the meaning of "brand" to that of trademark.

Bass & Company, the British brewery, claims their red triangle brand was the world's

first trademark. Lyle’s Golden Syrup makes a similar claim, having been named as

Britain's oldest brand, with its green and gold packaging having remained almost

unchanged since 1885.

Cattle were branded long before this; the term "maverick", originally meaning an

unbranded calf, comes from Texas rancher Samuel Augustus Maverick who, following

the American Civil War, decided that since all other cattle were branded, his would be

identified by having no markings at all. Even the signatures on paintings of famous artists

like Leonardo Da Vinci can be viewed as an early branding tool.

Factories established during the Industrial Revolution introduced mass-produced goods

and needed to sell their products to a wider market, to customers previously familiar only

with locally-produced goods. It quickly became apparent that a generic package of soap

had difficulty competing with familiar, local products. The packaged goods

manufacturers needed to convince the market that the public could place just as much

trust in the non-local product. Campbell soup, Coca-Cola, Juicy Fruit gum, Aunt Jemima,

and Quaker Oats were among the first products to be 'branded', in an effort to increase the

30

consumer's familiarity with their products. Many brands of that era, such as Uncle Ben's

rice and Kellogg's breakfast cereal furnish illustrations of the problem.

Around 1900, James Walter Thompson published a house ad explaining trademark

advertising. This was an early commercial explanation of what we now know as

branding. Companies soon adopted slogans, mascots, and jingles that began to appear on

radio and early television. By the 1940s, manufacturers began to recognize the way in

which consumers were developing relationships with their brands in a

social/psychological/anthropological sense.

From there, manufacturers quickly learned to build their brand's identity and personality

(see brand identity and brand personality), such as youthfulness, fun or luxury. This

began the practice we now know as "branding" today, where the consumers buy "the

brand" instead of the product. This trend continued to the 1980s, and is now quantified in

concepts such as brand value and brand equity. Naomi Klein has described this

development as "brand equity mania". In 1988, for example, Philip Morris purchased

Kraft for six times what the company was worth on paper; it was felt that what they really

purchased was its brand name.

Marlboro Friday: April 2, 1993 - marked by some as the death of the brand - the day

Philip Morris declared that they were to cut the price of Marlboro cigarettes by 20%, in

order to compete with bargain cigarettes. Marlboro cigarettes were notorious at the time

for their heavy advertising campaigns, and well-nuanced brand image. In response to the

announcement Wall street stocks nose-dived for a large number of 'branded' companies:

Heinz, Coca Cola, Quaker Oats, PepsiCo. Many thought the event signalled the

beginning of a trend towards "brand blindness" (Klein 13), questioning the power of

"brand value".

How do customers remember?

The tendency of a brand to be thought of in a buying situation is known as “brand

salience”. Brand salience is “the propensity for a brand to be noticed and/or thought of in

buying situations” and the higher the brand salience the higher it’s market penetration

31

and therefore its market share. Salience refers not to what customers think about brands

but to which ones they think about.

Brands which come to mind on an unaided basis are likely to be the brands in a

customer’s consideration set and thus have a higher probability of being purchased.

Advertising weight and brand salience are cues to customers indicating which brands are

popular, and customers have a tendency to buy popular brands. Also, an increase in the

salience of one brand can actually inhibit recall of other brands, including brands that

otherwise would be candidates for purchase.

It is widely acknowledged that buyer’s do not see their brand as being any different from

other brands that are available. They buy a particular brand because they are more aware

of it, not because it is more distinctive, or has a point of difference. We now know that all

decisions made by humans involve memory processes to a greater or lesser extent.

Incoming information from the external environment travels by the sensory memory into

the short-term (or working) memory (STM) but if it is not acted upon in a very short time

the brain simply discards it.

But salient information that is important and received on a regular basis through different

channels is passed to the long-term memory (LTM) where it can be stored for many

years. Memories are stored or filed via connections between new and existing memories

in the different parts of the memory. They are laid down in a framework making some

memories easier to access than others. Recall is the process by which an individual

reconstructs the stimulus itself from memory, removed from the physicality’s of that

reality.

Global Brand

A global brand is one which is perceived to reflect the same set of values around the

world.Global brands transcend their origins and creates strong, enduring relationships

with consumers across countries and cultures.

Global Brands are brands which sold to international markets. Examples of Global

Brands include Coca-Cola, McDonald's, Marlboro, Levi's etc.. These brands are used to

32

sell the same product across multiple markets, and could be considered successful to the

extent that the associated products are easily recognizable by the diverse set of

consumers.

Benefits of Global Branding

In addition to taking advantage of the outstanding growth opportunities, the following

drives the increasing interest in taking brands global:

•economies of scale (production and distribution)

•lower marketing costs

•laying the groundwork for future extensions worldwide

•maintaining consistent brand imagery

•quicker identification and integration of innovations (discovered worldwide)

•preempting international competitors from entering domestic markets or locking you out

of other geographic markets

•increasing international media reach (especially with the explosion of the Internet) is an

enabler

•increases in international business and tourism are also enablers

Global Brand Variables

The following elements may differ from country to country: •corporate slogan

•products and services

•product names

•product features

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•positionings

•marketing mixes (including pricing, distribution, media and advertising execution)

These differences will depend upon:

•language differences

•different styles of communication

•other cultural differences

•differences in category and brand development

•different consumption patterns

•different competitive sets and marketplace conditions

•different legal and regulatory environments

•different national approaches to marketing (media, pricing, distribution, etc.)

Local Brand

A brand that is sold and marketed (distributed and promoted) in a relatively small and

restricted geographical area. A local brand is a brand that can be found in only one

country or region. It may be called a regional brand if the area encompasses more than

one metropolitan market. It may also be a brand that is developed for a specific national

market, however an interesting thing about local brand is that the local branding is mostly

done by consumers then by the producers. Examples of Local Brands in Sweden are

Stomatol, Mijerierna etc..

Brand name

The brand name is quite often used interchangeably within "brand", although it is more

correctly used to specifically denote written or spoken linguistic elements of any product.

In this context a "brand name" constitutes a type of trademark, if the brand name

34

exclusively identifies the brand owner as the commercial source of products or services.

A brand owner may seek to protect proprietary rights in relation to a brand name through

trademark registration. Advertising spokespersons have also become part of some brands,

for example: Mr. Whipple of Charmin toilet tissue and Tony the Tiger of Kellogg's.

Local Baranding is usually done by the consumers rather then the producers.

Types of brand names

Brand names come in many stylesA few include:

Acronym: A name made of initials such as UPS or IBM

Descriptive: Names that describe a product benefit or function like Whole Foods or

Airbus

Alliteration and rhyme: Names that are fun to say and stick in the mind like Reese's

Pieces or Dunkin' Donuts

Evocative: Names that evoke a relevant vivid image like Amazon or Crest

Neologisms: Completely made-up words like Wii or Kodak

Foreign word: Adoption of a word from another language like Volvo or Samsung

Founders' names: Using the names of real people like Hewlett-Packard or Disney

Geography: Many brands are named for regions and landmarks like Cisco and Fuji Film

Personification: Many brands take their names from myth like Nike or from the minds of

ad execs like Betty Crocker

The act of associating a product or service with a brand has become part of pop culture.

Most products have some kind of brand identity, from common table salt to designer

jeans. A brandnomer is a brand name that has colloquially become a generic term for a

product or service, such as Band-Aid or Kleenex, which are often used to describe any

kind of adhesive bandage or any kind of facial tissue respectively.

Brand identity

A product identity, or brand image are typically the attributes one associates with a brand,

how the brand owner wants the consumer to perceive the brand - and by extension

the branded company, organization, product or service. The brand owner will seek to

bridge the gap between the brand image and the brand identity. Effective brand names

35

build a connection between the brand personality as it is perceived by the target audience

and the actual product/service. The brand name should be conceptually on target with the

product/service (what the company stands for). Furthermore, the brand name should be

on target with the brand demographic Typically, sustainable brand names are easy to

remember, transcend trends and have positive connotations. Brand identity is

fundamental to consumer recognition and symbolizes the brand's differentiation from

competitors.

Brand identity is what the owner wants to communicate to its potential consumers.

However, over time, a products brand identity may acquire (evolve), gaining new

attributes from consumer perspective but not necessarily from the marketing

communications an owner percolates to targeted consumers. Therefore, brand

associations become handy to check the consumer's perception of the brand.

Brand identity needs to focus on authentic qualities - real characteristics of the value and

brand promise being provided and sustained by organisational and/or production

characteristics

Visual Brand Identity

The visual brand identity manual for Mobil Oil (developed by Chermayeff & Geismar),

one of the first visual identities to integrate logotype, icon, alphabet, color palette, and

station architecture to create a comprehensive consumer brand experience.

The recognition and perception of a brand is highly influenced by its visual presentation.

A brand’s visual identity is the overall look of its communications. Effective visual brand

identity is achieved by the consistent use of particular visual elements to create

distinction, such as specific fonts, colors, and graphic elements. At the core of every

brand identity is a brand mark, or logo. In the United States, brand identity and logo

design naturally grew out of the Modernist movement in the 1950’s and greatly drew on

the principals of that movement – simplicity (Mies van der Rohe’s principle of "Less is

more") and geometric abstraction. These principles can be observed in the work of the

pioneers of the practice of visual brand identity design, such as Paul Rand, Chermayeff &

Geismar and Saul Bass.

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Company name

Often, especially in the industrial sector, it is just the company's name which is promoted

(leading to one of the most powerful statements of "branding"; the saying, before the

company's downgrading, "No one ever got fired for buying IBM").

In this case a very strong brand name (or company name) is made the vehicle for a range

of products (for example, Mercedes-Benz or Black & Decker) or even a range of

subsidiary brands (such as Cadbury Dairy Milk, Cadbury Flake or Cadbury Fingers in the

United States).

Individual branding

Each brand has a separate name (such as Seven-Up, Kool-Aid or Nivea Sun

(Beiersdorf)), which may even compete against other brands from the same company (for

example, Persil, Omo, Surf and Lynx are all owned by Unilever).

Attitude branding and Iconic brands

Attitude branding is the choice to represent a larger feeling, which is not necessarily

connected with the product or consumption of the product at all. Marketing labeled as

attitude branding include that of Nike, Starbucks, The Body Shop, Safeway, and Apple

Inc.. In the 2000 book No Logo,[12] Naomi Klein describes attitude branding as a "fetish

strategy".

"A great brand raises the bar -- it adds a greater sense of purpose to the experience,

whether it's the challenge to do your best in sports and fitness, or the affirmation that the

cup of coffee you're drinking really matters." - Howard Schultz (president, CEO, and

chairman of Starbucks)

Iconic brands are defined as having aspects that contribute to consumer's self-expression

and personal identity. Brands whose value to consumers comes primarily from having

identity value comes are said to be "identity brands". Some of these brands have such a

strong identity that they become more or less "cultural icons" which makes them iconic

brands. Examples of iconic brands are: Apple Inc., Nike and Harley Davidson. Many

37

iconic brands include almost ritual-like behaviour when buying and consuming the

products.

There are four key elements to creating iconic brands (Holt 2004):

1. "Necessary conditions" - The performance of the product must at least be ok

preferably with a reputation of having good quality.

2. "Myth-making" - A meaningful story-telling fabricated by cultural "insiders".

These must be seen as legitimate and respected by consumers for stories to be

accepted.

3. "Cultural contradictions" - Some kind of mismatch between prevailing ideology

and emergent undercurrents in society. In other words a difference with the way

consumers are and how they some times wish they were.

4. "The cultural brand management process" - Actively engaging in the myth-

making process making sure the brand maintains its position as an icon.

"No-brand" branding

Recently a number of companies have successfully pursued "No-Brand" strategies by

creating packaging that imitates generic brand simplicity. Examples include the Japanese

company Muji, which means "No label" in English (from "Mujirushi Ryohin" – literally,

"No brand quality goods"), and the Florida company No-Ad Sunscreen. Although there is

a distinct Muji brand, Muji products are not branded. This no-brand strategy means that

little is spent on advertisement or classical marketing and Muji's success is attributed to

the word-of-mouth, a simple shopping experience and the anti-brand movement. "No

brand" branding may be construed as a type of branding as the product is made

conspicuous through the absence of a brand name.

Derived brands

In this case the supplier of a key component, used by a number of suppliers of the end-

product, may wish to guarantee its own position by promoting that component as a brand

in its own right. The most frequently quoted example is Intel, which secures its position

in the PC market with the slogan "Intel Inside".

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Brand extension

The existing strong brand name can be used as a vehicle for new or modified products;

for example, many fashion and designer companies extended brands into fragrances,

shoes and accessories, home textile, home decor, luggage, (sun-) glasses, furniture,

hotels, etc.

Mars extended its brand to ice cream, Caterpillar to shoes and watches, Michelin to a

restaurant guide, Adidas and Puma to personal hygiene. Dunlop extended its brand from

tires to other rubber products such as shoes, golf balls, tennis racquets and adhesives.

There is a difference between brand extension and line extension. A line extension is

when a current brand name is used to enter a new market segment in the existing product

class, with new varieties or flavors or sizes. When Coca-Cola launched "Diet Coke" and

"Cherry Coke" they stayed within the originating product category: non-alcoholic

carbonated beverages. Procter & Gamble (P&G) did likewise extending its strong lines

(such as Fairy Soap) into neighboring products (Fairy Liquid and Fairy Automatic)

within the same category, dish washing detergents.

Multi-brands

Alternatively, in a market that is fragmented amongst a number of brands a supplier can

choose deliberately to launch totally new brands in apparent competition with its own

existing strong brand (and often with identical product characteristics); simply to soak up

some of the share of the market which will in any case go to minor brands. The rationale

is that having 3 out of 12 brands in such a market will give a greater overall share than

having 1 out of 10 (even if much of the share of these new brands is taken from the

existing one). In its most extreme manifestation, a supplier pioneering a new market

which it believes will be particularly attractive may choose immediately to launch a

second brand in competition with its first, in order to pre-empt others entering the market.

Individual brand names naturally allow greater flexibility by permitting a variety of

different products, of differing quality, to be sold without confusing the consumer's

perception of what business the company is in or diluting higher quality products.

39

Once again, Procter & Gamble is a leading exponent of this philosophy, running as many

as ten detergent brands in the US market. This also increases the total number of

"facings" it receives on supermarket shelves. Sara Lee, on the other hand, uses it to keep

the very different parts of the business separate — from Sara Lee cakes through Kiwi

polishes to L'Eggs pantyhose. In the hotel business, Marriott uses the name Fairfield Inns

for its budget chain (and Ramada uses Rodeway for its own cheaper hotels).

Cannibalization is a particular problem of a "multibrand" approach, in which the new

brand takes business away from an established one which the organization also owns.

This may be acceptable (indeed to be expected) if there is a net gain overall.

Alternatively, it may be the price the organization is willing to pay for shifting its

position in the market; the new product being one stage in this process.

Private labels

With the emergence of strong retailers, private label brands, also called own brands, or

store brands, also emerged as a major factor in the marketplace. Where the retailer has a

particularly strong identity (such as Marks & Spencer in the UK clothing sector) this

"own brand" may be able to compete against even the strongest brand leaders, and may

outperform those products that are not otherwise strongly branded.

Individual and Organizational Brands

There are kinds of branding that treat individuals and organizations as the "products" to

be branded. Personal branding treats persons and their careers as brands. The term is

thought to have been first used in a 1997 article by Tom Peters. Faith branding treats

religious figures and organizations as brands. Religious media expert Phil Cooke has

written that faith branding handles the question of how to express faith in a media-

dominated culture. Nation branding works with the perception and reputation of countries

as brands.

40

CHAPTER - IV

41

1. Do you own a car?

Options Percentage of Respondents

YES 100%

No 0%

Interpretation:

From above pie chart it can be stated that 100% people having their own cars.

42

2. Which brand of car do you own?

Brand name Percentage of Respondents

Toyota 50%

Honda 10%

Hyundai 12%

Maruthi Suzuki 13%

Others 15%

Interpretation:

43

From above it can be stated that 50% of people having Toyota cars,10% of

people having Honda cars , 12% of people having Hyundai cars , 13% of people having

Maruthi Suzuki cars , 15% of people having other cars .

3. What are the valuable attributes you normally look while purchasing a Four Wheeler?

Attributes Percentage of preference of attribute

Design 10

Quality 15

Price 8

Brand Name 40

Comfort 12

Service 10

Performance 5

Interpretation:

44

From above pie chart it can be stated that people give preference 40% to brand

name,15% to quality,8% to price,10% to design, 12% to comfort,10% to service,5% to

performance.

4. Which model of Hyundai do you have?

Model No of people percentage

Quails 10 20

Innova 30 60

Corolla 12 24

Camry 3 6

Interpretation:

45

From above pie chart it can be stated that out of the people who having

Hyundai ,60% of people having Innova, 24% of people having Corolla, 20% of people

having Qualis,6% of people having Camry.

5. You heard about the Hyundai vehicle through?

source percentage

Friends 40

Advertisements 24

Tele call 6

Event 20

Consultant 10

Interpretation:

From the above we can state that 40% people heard about the Hyundai vehicle

through friends, 24% through advertisements, 6% through tele call, 20% through event

and 10% through consultant.

46

47

6. Why are you chosen Hyundai vehicle?

Attributes Percentage of preference to attribute

Features 30

Better Mileage 20

Brand name 40

All the above 10

Interpretation:

From above pie chart it can be stated that people give preference 40% to brand

name, 30% to features, 20% to better mileage, 10% to all the above attributes.

48

7. Where did you purchase Hyundai car in A.P.?

Show room name of Hyundai Percentage of people

Dobro 50

Harsha 46

other 4

Interpretation:

From above pie chart it can be stated that 50% of people purchase Hyundai

vehicles at Dobro, 46% at Harsha and 4% at other show room.

49

8. Which show room is providing better service in A.P.?

Show rooms % of people got better service

Dobro 50

Harsha 40

Other 10

Interpretation:

From above pie chart it can be stated that 50% of people get satisfied with the

service provided at Dobro, 40% at Harhsa and 10% at other show room.

50

9. Receiveness of staff with the customers at showrooms?

Receiveness at show room percentage

Excellent 60

Very good 20

Good 10

Average 10

Poor 0

Interpretation:

From above pie chart it can be stated that the receiveness with customers at show

room is 60% excellent, 20% very good, 10% good and 10% average.

51

10. When did you intend to purchase your next car in Hyundai?

Duration Percentage of people

6 months 30

1 year 40

1-2 years 20

No plan 10

Interpretation:

From above pie chart it can be stated that the percentage of people who are

planned to purchase their next car in Toyota with in 6 months is 30%, with in one year is

40%, with in one or two years is 20%. And 10% of people not yet planned.

52

CHAPTER - V

53

FINDINGS

From the survey about the people who have own cars I found that 50% of the

people having Toyota cars,10% of the people having Honda cars,12% of the

people having Hyundai,13% of the people having Maruthi Suzuki and 15 % of the

people having other cars. Hence, we can say that 13% of the people having

Hyundai cars.

From the survey I found that most of the people giving preference to brand name

of the company then they look for quality and service. And giving least preference

to price.

From the survey about the people who having Hyundai cars, most of the people

having Innova because it can be used for multi purposes. Then Qualis and

Corolla. But less people having Camry cars.

54

From the survey I found that most of the people heard about the Hyundai through

friends (who having Hyundai cars) and by ads. The people less heard about the

Hyundai through telesales, events and consultants.

From the survey I found that to purchase Hyundai car 50% of the people

interested at Dobro show room because it is well established and also providing

better services, 46% of the people interested at Harsha showroom.

From the survey about the behaviour of the staff with customers, most of the

people well satisfied.

From the survey I found that most of the people interested to buy new Hyundai

within one year. Because Hyundai car having best quality and providing better

services.

CONCLUSION

This project concludes that the Hyundai motor should provide lowest price

of cars for the sake of increasing sales & increasing Hyundai motor market. Compare to

Dobro showroom Harsha Hyundai provide special offers to the customers to increase

their market position in the competitive world. Hyundai Kirloskar motor company ready

give another dealership in Hyderabad. That’s why Dobro Hyundai showroom tries to

attract new customer to give new offers & better discounts to them. Dobro Hyundai gives

advertisements using electronic media& print media to increase their sales. And also

55

provide new events & better after sales service to the existing customers. Already Dobro

Hyundai is having well brand image in the automobile market.

SUGGESTIONS

The company should maintain their market position and try to increase their

customers.

Enough spare parts for the latest models should be stocked, so as to meet sudden

break down calls.

To enable the customers to get in touch with the service personal more easily, the

number of direct phones should be increase or provide the toll free number.

Periodically, review meetings with the customers in different areas should be

convinced, to have a general consensus regarding problems being faced by them.

56

To increase sales of the cars, the company should concentrate on advertisements

and try to provide special offers.

If the company reduce the price of the cars then sales will be increased

dramatically.

CHAPTER - VI

57

BIBLIOGRAPHY

PHILIP KOTLER 2000/e - MARKETING MANAGEMENT

PHILIP KOTLER &

GARY ARMSTRONG - PRINCIPLES OF MARKETING

G.C. BERI - MARKETING RESEARCH

58

www.google.com

www.hyundai.com

QUESTIONNAIRE

Name of Respondent : _____________________________________

Designation : ________________________ Age : _______

Income :___________________________

Address : ______________________________________

______________________________________

Phone No._________________ Email id:___________________________

Introduction & purpose:

Good ___________________. I’m __________________ from Hyundai customer

satisfaction cell as part of curriculum. Iam doing this survey for the award of Master of

Business Administration. Kindly, co-operate, the information given by you will be used

for academic purpose only.

59

1. Do you own a car? (Yes / No)

2. Which brand do you own?

Hyundai Maruthi Suzuki

Honda Other’s( please specify)

Toyota

3. What are the value attributes you normally look while purchasing a Four Wheeler?

(Please rank)

Design Quality

Price Brand Image

Comfort Service

Performance Other’s (please specify)

4. Are you aware of Hyundai? (Yes / No)

5. Which model do you have?

Quails Innova

Corolla Camry

Prado

6. Where did you purchase your Hyundai vehicle? ( )

A. Dobro B. Harsha C. Other

7. You heard about Hyundai vehicle through? ( )

A. A Friend B. Add C.Tele call D. Event E.Consultent

8. Why are you chosen Hyundai? ( )

A. Features B. Better mileage C. Brand Image D. All the above

60

9. When do you intend to purchase your next car?

6 months ( ) 1 year ( ) 1-2 years ( ) No plan ( )

10. When would you like to be test drive Hyundai vehicle?

Date : ____________ Time : ______________________.

11. In your opinion, which show room providing better service? ( )

A. Dobro B. Harsha C. Other

12. Receiveness of staff with the customers at showrooms? ( )

A. Excellent B. Very good C. Good D. Average E.Poor

13. Why are you chosen___________ show room?

Reason: _______________________________________________.

14. Do you know any person in that show room (YES/NO)

If know please tell me details: _______________________________

________________________________.

15. Mention your valuable suggestions

________________________________________________________________________

___________________________________________.

THANK YOU.

61