Professional Documents
Culture Documents
PROJECT REPORT ON
UNDERTAKEN AT
NAVSARI
Submitted By:
ROHAN P. DESAI
(ID- 09MBA24)
Guided By:
MR.JITESH PARMAR
MBA PROGRAMME
(Year 2009-11)
Page | 1
DECLARATION
Date:
ACKNOWLEDGEMENT
Page | 2
I am indebted to Mr. Hiren Patel General Manager of Navjivan
Cars Pvt. Ltd, Navsari for giving me an opportunity to work as
a summer project trainee in this esteemed organization. His
knowledge and experience was a great motivating factor. This
effort would not have been possible without his able, efficient,
valuable and timely advice, insights and thoughts. I am very
much thankful to sir for his valuable guidance and support.
Last but not the least, I would like to thank my family members
and friends whose unbounded support facilitated the successful
completion of the project.
Rohan P. Desa
Executive summary
Page | 3
Introduction:-
Research problem:-
Objectives:-
To find out which is the most preferred preference for buying Hyundai
Cars.
Research design:-
Page | 4
Sampling Plan:-
The sampling unit for the project is taken from Navsari who are the
current users of Hyundai Cars. Sample size of 150 is taken.
Nonprobability convenience sampling method is taken. For contacting
customers’ personal interview and telephonic interview methods is
used.
Findings:-
The study finds that majority of the customers were highly prefer
comfort of the car. Majority of customers fall between age group of 31
– 40.
Conclusion:-
Recommendation:-
The company can provide easy financing facilities, spare & parts. The
company can use print media
TABLE OF CONTENTS
SR TOPIC PAGE
NO NO.
Page | 5
.
1 INTRODUCTION
1.1 History of Automobiles 1
1.2History of Indian Automobiles 4
1.3About Company 6
1.4Organizational Profile 10
2 ABOUT THE TOPIC
2.1Topic:-Buying Motives 20
2.2 LITREATURE REVIEW 24
3 RESEARCH METHODOLOGY
3.1Research Problem 28
3.2Research Design 28
3.3Data Source 29
3.4Research Instrument 30
3.5Sampling Plan 30
3.6Contact method 31
3.7Limitation of Study 31
4 DATAANALYSIS&INTERPRETATION 32
5 FINDINGS 49
6 CONCLUSION 51
7 RECOMMENDATION 52
8 BIBILOGRAPHY 53
9 APPENDIX 54
1. Introduction
1.1History of Automobiles
Page | 6
a. The First Motor Vehicle:-The first steam-powered vehicle
was designed by Nicolas-Joseph Cugnot in 1769 and could
attain speeds of up to 6 km/hour.
Nicolas-Joseph
. Cugnot's 17
Page | 7
Nicolas Otto Otto Cycle Engine
Page | 8
stagecoach, thereby inventing the first four-wheeled motor
vehicle.
Gottlieb Daimler
Page | 9
• Come a long way since the first car ran on the streets of
Bombay in 1898.
b. Today’s Scenario:-
Page | 10
• The industry has emerged as a key contributor to the Indian
economy
• Over 9.9 million vehicles are produced by India & 1.3 million
passenger cars and about 400 000 commercial vehicles.
Page | 11
• C (van type): Omni, Versa, Eeco.
• B2 (passenger carrier): Tavera, Innova, Tata Sumo.
• SUV’s: Safari, Mahindra, Fortuner, CRV.
Page | 12
HMIL’s fully integrated state-of-the-art manufacturing plant near
Chennai boasts of the most advanced production, quality and
testing capabilities in the country. To cater to rising demand,
HMIL commissioned its second plant in February 2008, which
produces an additional 300,000 units per annum, raising HMIL’s
total production capacity to 600,000 units per annum.
As HMC’s global export hub for compact cars, HMIL is the first
automotive company in India to achieve the export of 10 lakh
cars in just over a decade. HMIL currently exports cars to more
than 110 countries across EU, Africa, Middle East, Latin America,
Asia and Australia. It has been the number one exporter of
passenger car of the country for the sixth year in a row
Page | 13
November 5, Hyundai exports its first batch of ‘i20’ to
2008 European market. The first export
consignment comprised 2,820 units of ‘i20’.
June 11, 2008 Fastest Export - Over One lakh units of i10
exported since its launch in Oct 31, 2007
March 27, Fastest Export of 5 lakh units
2008
October 31, Hyundai Motor India rolls out the fastest
2006 300,000th export car
October 31, HMIL crossed the figure of 1 lakh vehicles
2004 in exports and emerged as the largest
exporter in the Indian automobile industry.
July 21, 2000 First major export-shipment of 760 Accent
and Santro cars rolls out of the Chennai
Port for Algeria
(Source:- www.Hyundai.co.in)
Page | 14
(Note: - Above data is of first half of year 2009, Source: - www.carzoo.com)
1.4Organization Profile
a. Brief History:-
Page | 15
b. Quality Objective:-
c. Vision Statement:-
d. Automation Of Workshop:-
e. Manpower:-
• Sales Department
• Service & Spares Department
• Accessories Department
• Advantage Pre-Owned Cars Department
• CRM(Customer Relationship Management) Department
• Training Department
• Account Department
• EDP Department
Other Facilities:-
Product Profile
1. SANTO XING
Page | 17
Facts:-
• Launched in 1998.
• The first car launched in Indian from Hyundai
• Santro Zip Drive was launched in May 2000.
• Santro Xing was launched in 2003.
• Santro is India’s largest exporter car under the name Atos!
• Santro is produced exclusively in India and exported around
the world to over 65 countries including advanced markets
like North America and Europe.
Variants:-
• Crystal White
• Sleek Silver
Page | 18
• Silky Beige
• Dark Grey
• Black Diamond
• Berry Red
• Electric Red
• Sparkle Blue
2. i10
Facts-
• Model name- i10
• Design and creation- Hyundai- KIA, R&D Centre- Korea.
• International Debut- India
• Launch time- November’07
• Body style- 5 door hatchback
• i10 compete in the high volume mid compact segment.
Dimensions-
• Overall Length- 3565 mm
• Overall Width- 1595 mm
• Overall Height- 1550 mm
• Wheelbase- 2380
• Ground Clearance- 165
Page | 19
Variants:-
• 1.2 L Kappa
• 1.1L iRDE
Body Colour:-
• Alpine Blue
• Oyster Grey
• Crystal White
• Sleek Silver
• Electric Red
• Stone Black
• Deep Ocean Blue
• Blushing Red
3. i20
Facts:-
• There’s a new shape on the street and it’s called the Hyundai
i20. As you would expect from a car company that buzzes with
fresh ideas, novel solutions and top technology, Hyundai i20 is
the epitome of the modern premium compact. Sharp and
stylish on the outside, spacious and versatile inside, it
combines comfort, safety and reliability in a package that is
affordable and economical.
Page | 20
Dimensions:-
• Overall Length- 3940mm
• Overall Width- 1710 mm
• Overall Height- 1505 mm
• Wheelbase- 2525
• Ground Clearance- 165
Variants:-
Facts:-
Page | 21
• Launched in India in October 1999.
• Awarded the JD Power Asia pacific award 2001 for “Best
Appeal”.
Dimensions-
• Overall Length- 4250 mm
• Overall Width- 1670 mm
• Overall Height- 1370 mm
• Wheelbase 2440 mm
• Ground Clearance 172 mm
Variant:-
• 1.5 SOHC Petrol
• 1.5 SOHC LPG
Body Colours:-
• Crystal White
• Black Diamond
• Sleek Silver
• Silky Beige
• Berry Red
5. VERNA
Page | 22
Facts:-
• Hyundai Verna Petrol & Diesel Launch in September 2006.
• Verna CRDi was awarded the ‘Performance Car of The Year
2007’ by Business Standard Motoring.
Dimension:-
• Overall Length- 4310 mm
• Overall Width- 1695 mm
• Overall Height- 1490 mm
• Wheelbase- 2500 mm
• Ground Clearance-170 mm
Variant:-
• 1.6 VTVT Petrol
• 1.5 CRDi Diesel VGT
Body Colour:-
• Crystal White
• Stone Black
• Sleek Silver
• Blushing Red
• Deep Ocean Blue
• Champagne Gold
6. Sonata
Page | 23
Facts:-
• HMIL launches luxury sedan Sonata in year the 2001.
• HMIL launches the all new Sonata Transform in the year
2009.
• Awarded with “Best Overall Values” by Intelchoice.com.
Variants-
• 2.4 M/T
• 2.4 A/T
• 2.0CRDi M/T
• 2.0 CRDi A/T
Dimensions-
• Overall Length- 4800 mm
• Overall Width- 1832 mm
• Overall Height- 1475 mm
• Wheelbase- 2730 mm
• Ground Clearance- 170 mm
Body Colour:-
• Crystal White
• Black Diamond
• Silky Beige
• Sleek Silver
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2. About The Topic
Page | 25
• It comprises of mental and physical activities of a consumer.
• Individual behaviour is also influenced by internal and external
factors.
• There is drastic change in the attitude and behaviour of
consumer.
Price
Page | 26
Location
Quality
Variety
Services
Personality of Salesman
Page | 27
a. Inherent motives: These are the motives for the
satisfaction of which a consumer his best efforts and if
these motives are not satisfied he feels mental tension
b. Learned motives: These are the motive which are acquired
or learned by a consumer from the environment and
education. These motives are social status, social acceptance,
religious belief, fear, security etc.
• Physiological
• Safety
• Love and Belonging
Page | 28
• Esteem
• Self Actualization
6. Environmental Buying Motives:-
The set of needs an individual experiences at a particular time
are often activated by specific cues in the environment. Without
these cues, the needs might remain dormant. For example, a
young college student may see a new, slick-looking cell phone
model with more features displayed in a store window. The
exposure may make him unhappy with his old cell phone and
cause him to experience tension that will be reduced only when
he buys himself the new cell phone model.
There are six different motives and they are not presented in any
special order nor are they any more important than any other.
They are:
Page | 29
• Fear of loss (again, usually financial)
• Comfort and convenience
• Security and protection
• Pride of ownership
• Satisfaction of emotion
I shall refer to these as the six buying motives. You may notice that all
these buying motives are emotional, not logical. People buy
emotionally, not logically.
When they buy anything, including things they buy on their own
initiative that no one is trying to "sell" them, they buy for emotional
reasons. You couldn't change that even if you wanted to.
Maybe you bought it because the colour makes your eyes look bluer, or
it makes you look taller and thinner, or in some way it makes you feel
good about yourself — it gives you emotional satisfaction. Maybe you
bought the jacket for all three reasons merged together: It’s
comfortable, you’re proud to own it, and it makes you feel good about
yourself.
Page | 30
As a salesperson you might think that people buy your product or
service because of the reasons you give them. On the contrary, people
buy not because of your reasons, not your company’s reasons but for
their very own reasons.
Page | 31
search. Three-way interactions among advertising appeals, product
involvement levels, and information motive were also statistically
significant. Implications and future research directions are discussed.
(Kenneth C.C. Yang)
Page | 32
3 Research Methodology
3.1Research Problem:-
• Objective of study:-
Primary Objective:-
Page | 33
project & collection of data.
The researcher can gather the data & information are two types;-
1. Primary data
2. Secondary data
Page | 34
study were collected from the library reference, technical
and subject based books, journals and magazines, websites and
other previous studies. To know about details of HMIL data is
collected from magazine, web pages etc.
a. Sample Unit:-
Who is to be surveyed? The marketing research must
define the target population that will be sampled. The
sampling unit for the project is taken from Navsari who are
the current users of Hyundai Cars.
Sample Size: -
How many customers should be surveyed large samples
can give the more reliable results then small samples yet it
is more costly than small samples. I have taken 150
samples in this project survey.
b. Sampling Method:-
Sampling is the process of selecting units (e.g., people,
organizations) from a population of interest so that by
studying the sample we may fairly generalize our results
Page | 35
back to the population from which they were chosen. In
short, the process of drawing sample from a population is
known as a sampling.
• Two types of sampling methods are:-
I. Probability Sampling
II. Nonprobability Sampling
For Present study Nonprobability sampling method is use and in
that convenience sampling technique is taken for use.
Nonprobability sampling it is not based on the theory of
probability. It does not provide a chance of selection each
population element. The merit of this type sampling is
simplicity, convenience and low cost.
Convenience sampling:- In this project convenience sampling
is to be used because it is less costly, time saving, and easier
than probability sampling.
Page | 36
Despite these limitations, a sincere attempt has been made to
collect and analyze the data and present the information as
accurately as possible.
Table: 1
Following table shows the consumers who have previous
experience with Hyundai.
Interpretation:-
Page | 37
TABLE: 2
Following table shows the customers who travel daily (KMS)
by their Hyundai Car.
Interpretation: -
From the above frequency distribution table it is found that out of 150
respondent 44.7% customers travels less than 30 kilometers a day,
38.7% customers travels between 31 to 60 kilometers a day and
remaining 16.7% customers travels above 61 kilometers a day.
TABLE: 3
Page | 38
Following table shows from which sources they got aware
about Hyundai.
Interpreatation:-
TABLE: 4
Page | 39
Family 72 48.00%
Friends & Relatives 58 38.67%
Colleagues 20 13.33%
Total 150 100.00%
Interpreatation:-
From the above frequency distribution table it is found that out of 150
customers 48.00% of customers got suggestion from their family for
buying Hyundai, 38.67% of customers got suggestion from their
Friends relatives for buying Hyundai 13.33% of customers got
suggestion from their Colleagues for buying Hyundai.
CHART: 1
Following Chart shows which factors mostly prefer by
customers
Page | 40
Interpretation:-
The above table shows that most of the customers rates comfort
as the most important factor for purchasing a car, then comes
mileage, overall looks, driving experience, safety, price and extra
features respectively.
TABLE: 5
Page | 41
Null hypothesis (H0): Model Purchase is independent to daily
Travelling.
Chi-Square Tests
Value df Asymp. Sig. (2-sided)
a
Pearson Chi-Square 39.455 10 .000
N of Valid Cases 150
a. 6 cells (33.3%) have expected count less than 5. The minimum expected count is .17.
Page | 42
Symmetric Measures
Value Approx. Sig.
Nominal by Nominal Contingency Coefficient .456 .000
N of Valid Cases 150
Interpretation:-
TABLE: 6
Interpreatation:-
TABLE: 7
Interpretation: -
Page | 44
Hyundai while making their buying decision of Hyundai Cars. 8.7%
customers were not influenced by the brand image of Hyundai.
TABLE: 8
Interpretation:-
Page | 45
The above frequency table shows that 10.7 % customers were highly
influenced and 20% were normal influenced by the celebrity
advertisements and 46.0% customers were not influenced towards
celebrity endorsement while making buying decision.
TABLE: 9
Interpretation:-
Page | 46
The above frequency table shows that 28.7 % customers were highly
influenced and 36.0% were normal influenced by the financing facility
and 13.3% customers were not influenced towards financing facility
while making buying decision.
TABLE: 10
Page | 47
Average 32 21.3%
Poor 1 0.7%
Total 150 100.0%
Interpretation:
TABLE: 11
Interpretation:-
Page | 48
The above frequency distribution table shows that 94.7% of male buys
Hyundai Cars and 5.35% of female buys Hyundai Cars.
TABLE: 12
Interpretation:-
TABLE: 13
Page | 49
Interpretation:-
TABLE: 14
Interpretation:-
Page | 50
Table 15
Page | 51
Family annual Income * Model Purchase Cross tabulation
Model Purchase
SantroXing i10 i20 Accent Verna Sonata Total
Incom 100,001 Count 23 19 6 6 0 0 54
e - % within 67.6% 51.4% 20.7% 21.4% .0% .0% 36.0%
300,000 Model
Purchase
300,001 Count 10 14 21 15 12 0 72
- % within 29.4% 37.8% 72.4% 53.6% 57.1% .0% 48.0%
600,000 Model
Purchase
600,001 Count 1 3 2 6 8 0 20
- % within 2.9% 8.1% 6.9% 21.4% 38.1% .0% 13.3%
900,000 Model
Purchase
Above Count 0 1 0 1 1 1 4
900,001 % within .0% 2.7% .0% 3.6% 4.8% 100.0% 2.7%
Model
Purchase
Total Count 34 37 29 28 21 1 150
% within 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0%
Model
Purchase
Chi-Square Tests
Value df Asymp. Sig. (2-
sided)
Pearson Chi-Square 84.430a 15 .000
N of Valid Cases 150
a. 14 cells (58.3%) have expected count less than 5. The minimum
expected count is .03.
Symmetric Measures
Value Approx. Sig.
Nominal by Nominal Contingency Coefficient .600 .000
N of Valid Cases 150
Interpretation:-
Page | 52
Here, Chi-square result shows that the null hypothesis Ho is rejected.
So model purchase is dependent on family annual income. Here there
is moderate effect of Family Annual Income on model purchase as can
seen from contingency coefficient value .600
5. FINDINGS
The study finds that majority of the customers were highly prefer
comfort of the car. In the case of awareness & getting information
about Hyundai it is founds that experience users is having high
influence on customers compared to other sources.
Page | 53
From the study it is found that majority of the customers travel
less than 30 Kms a day i.e. 44.70%.
It is very important note that experienced users become an
important source for getting aware about Hyundai with 35.50%
and TV advertisement at second with 28.10%.
Majority of suggestion for buying Hyundai car is given by family
48.00%.
Majority of Customers has preferred Comfort, Mileage & Driving
experience.
Product performance is the most influencing factor for buying
Hyundai car.39.10% customers has chosen product performance
as most influencing factor.
Most of the customer’s (.91.30%) were influenced by the brand
image of Hyundai.
Majority of the customers were not influenced (46.00%) by the
celebrity endorsement.
Majority of the customers were normally influenced (36.00%) by
the Financing facility.
Majority of the customers has no experience (64.00%) with other
Hyundai Service Station and 14.00% has average experience.
It is found in Chi-Square results that there is association of daily
travelling & Family annual income on purchase of models.
There is moderate association of daily travelling kilometers on
model purchase as seen in contingency coefficient value 0.456.
There is moderate association of family annual income on model
purchase as seen in contingency coefficient value 0.600.
Majority of customers recommend Hyundai Cars to others
because of Engine technology, Driving Experience, Mileage,
Quality of Cars etc.
Page | 54
6. CONCLUSION
Page | 55
7. RECOMMENDATIONS
Page | 56
8. Bibliography:-
Books:-
Websites:-
Page | 57
• http://www.hyundai.com/in/en/main/
• http://www.navjivanmotors.com
• http://www.carazoo.com/.../Top-10-Car-Makers-of-the-World-in-
2009
• http://www.siamindia.com/
9. APPENDIX
QUESTIONNAIRE
Yes No
Page | 58
Less than 30 31 to 60 Above 61
5. Rank in the order of your preference to buy a HYUNDAI car (in the order 1-7).
6. Which model you have purchased as per above mention parameter that you have
given a rank?
Page | 59
Nearby Showroom & Service Centre Availability of Spares
Product Performance
Yes No
Specify, _____________________________________________
Page | 60
________________________________________________
________________________________________________
Demographic detail:
Name ________________________________________
Location ________________________________________
________________________________________
Occupation ________________________________________
Age ______________
Gender ______________
Page | 61
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