Psychology Sociology Anthropology Economics Marketing

Second largest after suzuki Global manufacturer Models manufactured Electric vehicals Environmental records

HISTORY SALES AND SERVICE NETWORK SALES PERFORMANCE EXPORTS

Management Business and marketing strategies Research and development Manufacturing Corporate citizenship Sales and services Mission and vision

To find out the factors effecting the buying behavior of customers with the reference of Hyundai cars

SAMPLE DESIGN SAMPLING METHOD SAMPLING EXTENT SAMPLING UNIT

Primary as well as secondary data Data tool questionnaire

SRENGTHS WEAKNESS OPPORTUNITIES THREATS

People owing a car

People owing cars
89

100 50

11 0 Yes No

Car Brand/company

12% 24%

Maruti-suz. 32% Tata Honda Hyundai

12%

20%

others

INTERPRETATION Majority of people own Maruti-Suzuki (32%), followed by Hyundai (24%), and Tata (20%), Honda accounts for (12%).

Source of information
Newspapers TV & media
4% 8% 28% 12% 16%

16%

16%

Auto magzines Showroom visits prior experience words of mouth any other

Majority of decisions (28%) are influenced by T.V. 16% each are influenced by newspapers, magaz and others (internet, auto shows etc.). 4% are those who are influenced by others (words of mouth) 12% say they visit different showrooms.

Celebrity endorsement
50 40 30 20 10 0 44 40 Series1

16

Always

Sometimes

Never

Most important for buying

price 10% 18% 14% 16% 12% 10% 20% features size-spac mileage style-color safety service

INTERPRETATION 20% people consider price as the main factor while buying a car, followed by safety & comfort (18%) and style & color (16%). Features of the car are another important factor (14%) which attracts people, mileage of the car accounts for (12%).

Reason for purchasing other car

any other reason influence from others family needs

8 7 25 29 3 5 23 0 10 20 30

change from old car social status

change in income

personal interest

INTERPRETATION 29% want to change their old car , 25% want a new car because of increasing family needs and 23% have personal interest in buying a new car, 5% say they want to buy a new car because of change in their income, 7% are influenced from others

People owing Hyundai car

100% No, 76 50% Yes, 24 0%

No Yes

Satisfied by performance
20 15 10 5 0 Yes No 6 18

People willing to buy a Hyundai car

80 60 40 20 0 79

21 S1 Yes Opinion No

Series1

Factors attracting towards Hyundai brand

celebrity endorsement 100% 80% 60% 40% 20% 0% 8 16 40 4 32 Service network Quality of cars Trust & loyalty Value for money

INTERPRETATION 40% think that Hyundai has good quality cars, 32% believe the cars are worth for money they spend 16% like its service network, 8% like the celebrity endorsement & remaining i.e. 4% trust the Hyundai brand.

Positive points about Hyundai cars

price
8% 8% 24%

safety & comfort mileage

12%

20% 16% 12%

new models introduced style & colors size & shape

all the above 24% believe that it is the price which attract them towards Hyundai cars. 20% think that Hyundai ha different style and colors to match their requirements. 16% & 12% believe that the company has new models to introduce in the market and the cars give good mileage and are safe and comfortable respectively.

Cars prefered by people

25 20 20 15 10 5 0 12 16 12 8 8 24 Santro I 10 Getz Accent Elantra Sonata Tucson

24% prefer new Hyundai I 10 , followed by Santro (20%) & Accent (16%). In the SUV segment, 8% prefer Hyundai Tucson, both Getz & Elantra accounts for 12% each on the preference scale.

Almost all the respondents were aware of the Hyundai cars. It was found that many people still own cars from Maruti Suzuki, it was followed by Hyundai & then Tata. Price was considered as the most important factor while purchasing a car. It was found that size & shape, safety & comfort, style & colors and new models in the market were the positive points in favor of Hyundai cars. Respondents who owned Hyundai cars, 75% of them were satisfied with the performance of the car & aftersale-services provided by the Company

Despite achieving various milestones, there is something which still lacks in Hyundai and that could mainly be the marketing strategies. To grab hold of further success, Hyundai should be thinking of the alternative like: Launching A MPV (Multi Purpose Vehicles); Hyundai has trajet and matrix in the international market for this purpose but still has not yet launched any vehicle in India in this segment. Better Marketing of Cars; Hyundai must try and improve the marketing of its cars in India so that it attracts the target customers. It must aggressively promote its cars through Magazines, Newspapers and Journals. Cars especially in C & C+ segment like Elantra & Sonata must be aggressively promoted. Fuel Cell Technology; India is an increasingly environment conscious country. Introduction of this technology will improve the goodwill & image of the company and will also give a chance to flaunt the companys R&D research in India. Improving Overall Performance Of The Cars; Hyundai must focus on improving overall Performance, which includes Mileage, Efficiency & Features of the cars. The company must try and improve its R&D facility in India.

Area of survey was limited, as the survey was conducted in East Delhi region only.

Time constraint/Time was limited to complete the entire report.

Sample size for the study was quite small, since survey was confined to a particular area (East Delhi). Some people were not interested in filling up the questionnaire.

The project report has been prepared keeping in mind the perception/behavior of consumer particularly towards the Hyundai cars, whereas other brands/companies like Maruti-Suzuki, Honda, Tata etc. which are also major players in the market, are not included in the survey. Inclusion of these companies would have increased the scope of the project. Sample size of the survey was also limited, so the inferences drawn are not completely reliable. Time was yet another constraint which narrowed the scope of the report.

Consumers behavior/perception cannot be analyzed properly only with reference to Hyundai cars, including other brands/companies in the report would have broadened the scope of the report, it was not possible in this case due to limited time and sample size. Survey was conducted only in Delhi city; there was always further scope for including other geographical areas.