consumer buying motives of hyundai
TRANSCRIPT
A
PROJECT REPORT ON
CONSUMER BUYING MOTIVES OF HYNDAI i10 CARS
UNDERTAKEN AT
TRIDENT HYUNDAI CARS PVT. LTD.
SHIMOGA
Page | 1
DECLARATION
I, _____________ the student ___________________, hereby
declare that this project report is a result of culmination
on my sincere efforts.
I also declare that this project has not been submitted
for the award of any other degree, diploma, literature or
recognition earlier.
Place: Shimoga
Date:
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ACKNOWLEDGEMENT
I am indebted to ____________ General Manager of
Trident Hyundai Cars Pvt. Ltd, Shimoga 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.
I take this opportunity to express my heartfelt gratitude
to my faculty guide Mr. _______________. I am thankful to
sir for his valuable support and guidance throughout the
project.
I am also thankful to Mr. ______________, Team leader,
Trident Hyundai Cars Pvt.Ltd for his assistance and
support, I am equally grateful to each and every
member of Trident Hyundai Cars Pvt.Ltd, Shimoga
for their whole-hearted co-operation in completing this
project in stipulated time.
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.
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Executive summary
Introduction:-
Hyundai is one of the most premiere company of the world in car manufacturing & selling stands 4th in terms of sales. Hyundai motor company has a brand value of approximate US $ 4.6 billion in 2009.Rank 8th in automotive brand ranking.HMIL Rank 2nd in terms of Market Share in INDIA.
Introduction of Buying motives:-
“Buying motives are those influences or considerations which provide the impulse to buy, induce action or determine choice in the purchase of goods and services.”
Research problem:-
The company wants to know more about the various factors customers that motivate them to purchase Hyundai Cars.
Objectives:-
To find out various factors that motivates customers to buy Hyundai Cars.
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To find out which is the most preferred preference for buying Hyundai Cars.
Research design:-
In this project descriptive research design is used for analyzing buying motives of Hyundai Cars. It is very simple and more specific than exploratory study.
In this research project I am using Primary Data collection through questionnaire.
Analysis Tools & Technique:-
Chi-Square, Frequency distribution is used.
Sampling Plan:-
The sampling unit for the project is taken from Shimoga 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:-
It will help company to know which factors motivates customer for buying.
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Recommendation:-
The company can provide easy financing facilities, spare & parts. The company can use print media
TABLE OF CONTENTS
SR NO.
TOPIC PAGE NO.
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
Page | 6
2.1Topic:-Buying Motives 20
2.2 Hyundai i10 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
Page | 7
1. Introduction
1.1History of Automobiles
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
Page | 8
Cut away Drawing
The original 1769 model
. Cugnot's 17
b. The First Internal Combustion Engine:-In 1876
Nicolas Otto invented the first four-stroke internal
combustion engine. He called it the "Otto Cycle
Engine
Nicolas Otto Otto Cycle
Engine
Page | 9
c. First Automobile with I.C. Engine:-In the year
(1885) Karl Benz the German mechanical engineer
designed and built the world's first practical
automobile to be powered by an internal-
combustion engine based on Otto's design. It was a
three wheeled machine.
Karl Benz Original
Benz in 1885
d. First Four-Wheeled Motor Vehicle:-In the same
year 1885 Gottlieb Daimler (with partner Wilhelm
Maybach) perfected his internal combustion engine
and attached it to a former stagecoach, thereby
inventing the first four-wheeled motor vehicle.
Page | 10
Gottlieb Daimler
1st Four Wheel Motor Vehicle in 1885
1.2 History of Indian Automobile Industry
a. Trend in automobile industry:-
Automobile Industry in India has witnessed a
tremendous growth in recent years.
Page | 11
Come a long way since the first car ran on the streets
of Bombay in 1898.
It employs more than 10 million people.
After independence Indian automobile industry was
plagued by unfavorable government policies. All it
had to offer in the passenger car segment was a
1940s Morris model called the Ambassador and a
1960s Suzuki-derived model called the Maruti 800.
The automobile sector in India underwent a
metamorphosis as a result of the liberalization
policies initiated in the 1991
Measures such as relaxation of the foreign exchange
and equity regulations, reduction of tariffs on
imports, and refining the banking policies played vital
role.
After the sector opened to foreign direct investment
in 1996 global major moved in.
Matured in last few years and offers differentiated
products for different segments of the society.
b. Today’s Scenario:-
An annual contribution of 4% to the GDP and
accounting for about 5% of the total industrial
output, this segment clearly stands out as a Page | 12
significant contributor to the economic growth. The
industry has grown at a CAGR of 16% p.a over the
last 5 years.
With the potential to emerge as one of the largest in
the world. Presently, India is
- 2nd largest two wheeler market in the world
- 4th largest commercial vehicle market in the world
- 11th largest passenger car in the world and is
expected to be the 7th largest market by 2016
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.
c. Indian Automobile Market:-
1.Hyundai 6.Fiat 11.Mahindr
a &
Mahindra
16.Nissa
n
21.Tata
Motors
2.Hindust
an Motors
7.Force
Motor
12.Lambor
ghini
17.Porsc
he
22.Toyota
Page | 13
3.Audi 8.Ford 13.Mahindr
a-Renault
18.Rolls-
royce
23.VolksW
agen
4.Honda 9.Internatio
nal Motors
(Sonalika)
14.Mercede
s Benz
19.San
Motors
24.Volvo
5.BMW 10.GM(Chev
rolet)
15.Mitsubis
hi Motors
20.Skoda 25.Reva
(Source: - Hyundai Training Book)
d. Car segmentation as per SIAM:-
A1 (mini – upto 3400 mm): Maruti 800, Tata Nano.
A2 (compact – upto 3401 to 4000 mm): Santro, i10,
i20, Indica.
A3 (mid-size 4001 to 4500 mm): Accent, Lancer,
Verna, SX-4.
A4 (executive – 4501 to 4700 mm): Octavia, Laura,
Civic.
A5 (premium – 4701 to 5000 mm) : Sonata, Accord,
Teana
Page | 14
A6 (luxury – 5001 mm to above) : s class ( Mercedes
Benz, Audi)
C (van type): Omni, Versa, Eeco.
B2 (passenger carrier): Tavera, Innova, Tata Sumo.
SUV’s: Safari, Mahindra, Fortuner, CRV.
1.3About the Company
a. Hyundai Motor India Limited (HMIL).
VISION & MISSION
Vision statement:-Our team provides value for your
future.
Mission Statement:-To pursue excellence and
deliver cars that inspire, so you can live your life the
way you want. And drive your way.
Picture view of the plant in Chennai
Page | 15
Hyundai Motor India Limited (HMIL) is a wholly owned
subsidiary of Hyundai Motor Company (HMC), South
Korea and is the largest passenger car exporter and the
second largest car manufacturer in India. HMIL
presently markets 6 models of passenger cars across
segments. The A2 segment includes the Santro, i10 and
the i20, the A3 segment includes the Accent and the
Verna, the A5 segment includes the Sonata Transform.
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.
In continuation with its commitment to providing Indian
customers with cutting-edge global technology, HMIL
has set up a modern multi-million dollar research and
development facility in the cyber city of Hyderabad. It
aims to become a centre of excellence for automobile
engineering and ensure quick turnaround time to
changing consumer needs.
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
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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
To support its growth and expansion plans, HMIL
currently has a 290 strong dealer network and 540
strong service points across India, which will see further
expansion in 2010.HMIL Rank 2nd in terms of Market
Share in INDIA.
b. Hyundai Motor India Limited (HMIL) Exports.
February
22, 2010
Fastest Exports of 10 lakh cars
March 25,
2009
Hyundai Motor India honored with
‘EXIM Achieved Award’ for the year
2008 by Tamil Chamber of
Commerce
November
5, 2008
Hyundai exports its first batch of
‘i20’ to European market. The first
export consignment comprised
2,820 units of ‘i20’.
June 11, Fastest Export - Over One lakh units
Page | 17
2008 of i10 exported since its launch in
Oct 31, 2007
March 27,
2008
Fastest Export of 5 lakh units
October 31,
2006
Hyundai Motor India rolls out the
fastest 300,000th export car
October 31,
2004
HMIL crossed the figure of 1 lakh
vehicles 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)
c. Global sales ranking:
Ranking Automakers 2009Global
Sales(Units)
1 Toyota 3,564,105
2 GM 3,552,722
3 Volkswagen 3,100,300
Page | 18
4 HYUNDAI 2,145,000
5 Ford 2,153,000
6 PSA/Peugeot 1,586,900
7 Honda 1,586,000
8 Nissan 1,545,976
9 Suzuki 1,152,000
10 Renault 1,106,989
(Note: - Above data is of first half of year 2009,
Source: - www.carzoo.com)
Hyundai motor company has a brand value of
approximate US $ 4.6 billion in 2009.Rank 8th in
automotive brand ranking & ranked above Suzuki, GM,
Chevrolet, Porsche, Lexus, Nissan, & Ferrari & 69 in top
100 brands
It is sold in 193 countries through a network of over
5000 dealerships.
1.4Organization Profile
Trident Hyundai Cars Pvt. Ltd
Page | 19
a. Brief History:-
It is a private limited company incorporate under
companies Act, 1956. The company is a dealer of
Hyundai Motors India Ltd. The company was
incorporated on 24th of March in the year 2010. Till
date the company has extended its ramifications and
penetrated in its workings to the fullest extent and has
achieved a good related diversification in the
automobile industry. The company is formed under the
directorship of Mr. Jashwantlal D. Gajjar, Mr.
Hitendrakumar J. Gajjar and Mr. Dipakkumar J. Gajjar.
For effective leadership & Control there is very efficient
team Leaded under leadership of Mr. Hiren Patel
(General Manager), Vikas Patel (Team Leader), Mr. Khan
(Service Manager) & Skilled Staff. Its Other Branches
are at Suart, Varacha, and Baruch.
b. Quality Objective:-
TRIDENT HYUNDAI CARS PVT. LTD. has identified the
following objectives in pursuit of our quality policy: - To
increase the number of customers at least by 40
percent from our existing every year. - To execute all
the servicing within agreed time-frame. - To update the
skills of employees by providing 20 hours training
regularly on yearly basis.
c. Vision Statement:-
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To be a leading automobile dealer in Gujarat in the
forthcoming years and maintaining the level of quality
service and implementing the concept of KAIZEN
(IMPROVEMENT ON A CONTINUOUS BASIS)
d. Automation Of Workshop:-
The Company has a fully automated workshop which
has around 10 bays. The daily traffic is around 30 cars.
The workshop employs about 40 employees who are
allotted the work according to their respective skills.
e. Manpower:-
The Company employs about 100 people. The HR
activities are properly conducted and performance
appraisal on the same are made at regular intervals
which serves as the base for the promotion of the
workers.
f. Company includes following Department:-
Sales Department
Service & Spares Department
Accessories Department
Advantage Pre-Owned Cars Department
Page | 21
CRM(Customer Relationship Management)
Department
Training Department
Account Department
EDP Department
Other Facilities:-
Finance( tie up With Various Loan Provider Banks)
Insurance
Pick Up & Delivery for Service
Customer Lounge
Playing area for children
Other Business Profile of the Company:-
Trident Hyundai Group has Other Dealership of
AMW, Volkswagen & Hero Honda.
M/S. NEW TECH INDUSTRIES
M/S. NAVRATNA INDUSTRIES
Page | 22
M/S. TRIDENT HYUNDAI TRADERS
TRIDENT HYUNDAI YARNS
Product Profile
1. SANTO XING
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:-
1.1 eRLX Petrol
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1.1 eRLX LPG
Dimensions:-
Overall Length- 3565 mm
Overall Width- 1525 mm
Overall Height- 1590 mm
Wheelbase- 2380 mm
Ground Clearance- 164 mm
Body Colours:-
Crystal White
Sleek Silver
Silky Beige
Dark Grey
Black Diamond
Berry Red
Electric Red
Sparkle Blue
2,i10
Page | 24
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
Variants:-
1.2 L Kappa
1.1L iRDE
Body Colour:-Page | 25
Alpine Blue
Oyster Grey
Crystal White
Sleek Silver
Electric Red
Stone Black
Deep Ocean Blue
Blushing Red
2. 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,
Page | 26
it combines comfort, safety and reliability in a
package that is affordable and economical.
Dimensions:-
Overall Length- 3940mm
Overall Width- 1710 mm
Overall Height- 1505 mm
Wheelbase- 2525
Ground Clearance- 165
Variants:-
1.2 Kappa Petrol PL
1.4 CRDi Diesel
1.4 Gamma Petrol
Body Colour:-
Crystal White
Sleek Silver
Sparkle Blue
Silky Beige
Diamond Black
Berry Red
Dark Grey
3. ACCENT EXECUTIVE
Page | 27
Facts:-
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 DiamondPage | 28
Sleek Silver
Silky Beige
Berry Red
4. VERNA
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
Page | 29
1.5 CRDi Diesel VGT
Body Colour:-
Crystal White
Stone Black
Sleek Silver
Blushing Red
Deep Ocean Blue
Champagne Gold
5. Sonata
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-
Page | 30
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
Page | 31
2. About The Topic
PRODUCT PROFILE
Page | 32
Hyundai i10
The irresistible i10 is fully equipped and is tailor made for the city. It is the proud owner of the longest wheelbase and three rear seats.
You can pack your i10 car with a lot more. The i10 is streetwise, chilly and spacious for the city rides too. The air condition comes across as standard and has front and front side airbags with a fully integrated audio system.
The i10 features a unique centre console mounted gear shift. The i-shift transmission takes away the stress from the arm in case of long drives. Simultaneously, it renders greater legroom for the passengers who are in the front seats.
The i10 has a number of safety features. The dual air bags provide ample cushioning in case of accidents. The flexible membrane covers the passengers. The anti-lock braking system (ABS) helps to prevent the locking up of the wheel during sudden brakes thus avoiding skidding while retaining car stability and steer ability.
Page | 33
The multi-reflector clear glass fog lamp is another feature that ensures maximum visibility even in adverse weather conditions The clear rear combination lamp is a sleek, elongated feature that helps in improved visibility for trailing vehicles.
The instrument cluster has many warning lamps like low fuel warning lamp, seat belt warning lamp, door and tail gate ajar warning lamp, MDPS warning lamp, ABS warning lamp and air bag warning lamp. This is in order to ensure that the driver is aware of all the conditions of the car at all times, ensuring-safety.
The seat belt is one of the major safety measures in all cars. It contains an electronically controlled retractor called pretension.
The i10 measures a diminutive 3565mm long, 1595mm wide and it has a 2380mm wheelbase. These dimensions mean it will be targeted primarily at the Asian and Euro markets, where demand for baby cars is booming.
Motive power for the i10 comes from a 1.1-litre engine with a towering 49kW, and there's also a 1.2-litre turbo-diesel unit.
Page | 34
The i10 will be one the better equipped baby cars originating from an Indian factory as standard kit across the range includes air-con, front power windows, central locking, power steering, alloy wheels, body-colored bumpers and a CD player.
In Europe, the i10 will lock horns with the likes of the Toyota Aygo/Citroen C1/Peugeot 107 triplets, although it's slightly larger than this trio.
The i10 is the second car (after the i30) to feature Hyundai's 'i'-prefixed naming protocol, and still to come are the i20 (which will replace the Getz), i40 (Sonata replacement) and i50 (Grandeur replacement).
Although undoubtedly inspired by Apple's iPod, Hyundai's new naming strategy is also conceivably a ploy to mimic the alphanumeric model designations of Euro carmakers such as Mercedes-Benz and Volvo.
Page | 35
Hyundai Motor India Limited (HMIL)
Hyundai Motor India Limited (HMIL) is a wholly owned subsidiary of Hyundai Motor Company, South Korea and is the second largest and the fastest growing car manufacturer in India. HMIL presently markets 34 variants of passenger cars in six segments. The Santro in the B segment, Getz Prime, i10 in the B+ segment, the Accent and Verna in the C segment, the Elantra in the D segment, the Sonata Embera in the E segment and the Tucson in the SUV segment.
Hyundai Motor India, continuing its tradition of being the fastest growing passenger car manufacturer, registered total sales of 299,513 vehicles in calendar year (CY) 2006, an increase of 18.5 percent over CY 2005. In the domestic market it clocked a growth of 19.1 percent a compared to 2005, with 186,174 units, while overseas sales grew by 17.4 percent, with exports of 113,339 units.
HMIL‘s fully integrated state-of-the-art manufacturing plant near Chennai boasts some of the most advanced production, quality and testing capabilities in the country. In continuation of its investment in providing the Indian customer global technology, HMIL is setting up its second plant, which will produce an additional 300,000 units per annum, raising HMIL‘s total production capacity to 600,000 units per annum by end of 2007.
Page | 36
HMIL is investing to expand capacity in line with its positioning as HMC‘s global export hub for Hyundai Motor India attain other milestones such as the launch of the Verna and yet another path-breaking record in its young journey by rolling out the fastest 10,00,000th car.
The Hyundai Verna has bagged some of the most prestigious awards starting with the title of "Car of the Year 2007" by India's leading automotive publication – Overdrive, the ―Best Mid-size Car of the Year‖ award by the NDTV Profit C&B Awards 2007, the ―Best Value for Money Car‖ by the CNBC Autocar Auto awards and ‗Performance Car of the Year 2007‘ from Business Standard Motoring.
Last Year Sonata Embera won the ‗Executive Car of The Year 2006‘ award from Business Standard Motoring Magazine and NDTV Profit – Car & Bike declared the Tucson as the ‗SUV of The Year 2006.
Page | 37
3 Research Methodology
3.1Research Problem:-
The company wants to know more about the various
factors customers that motivate them to purchase
Hyundai Cars. It's very important for every marketer
to know about the buying motives of the customers
because it helps them to design proper policies and
programs to attract customers. It also helps them to
determine their advertisement budget .
Objective of study:-
Primary Objective:-
I. To find out various factors that motivates customers
to buy Hyundai Cars.
Secondary Objectives:-
I. To find out which is the most preferred source for
awareness.
II. To find out which is the most preferred preference for
buying Hyundai Cars.
III. To find out who gives suggestion while buying
Hyundai Cars.
IV. To know which class of customers is using Hyundai
Cars.
V. To know at what level customers are influence by
financing facility.
Page | 38
3.2 Research Design:-
A research design is a logical and systematic plan
prepared for directing a research study. It is the
program that guides the investigator in the process
of collecting, analyzing and interpreting observations.
It is a blue print for understanding project & collection
of data.
There are three types of research design.
I. Exploratory research design
II. Descriptive research design
III. Causal research design
Here, descriptive research (Cross-Sectional) design
is used for analyzing buying motive of Hyundai Cars. It
is very simple and more specific than exploratory study.
The descriptive study is a fact finding
investigation with adequate interpretation. The
descriptive study aims at identifying the various
characteristics of a problem under study. It reveals
potential relationships between variables and
also setting the stage for further investigation
later
3.3 DATA SOURCES:-
Page | 39
The researcher can gather the data & information are
two types;-
1. Primary data
2. Secondary data
Collection of Primary data:- Primary data are
collected on original information gathered for a
specific purpose either through personnel
interviews/questionnaires etc.
Collection of Secondary data: -:- Secondary data
for the 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.
In this research project I am using Primary Data
collection through questionnaire.
3.4 RESEARCH INSTRUMENTS:-
In the marketing research it has main research
instruments in collection the primary data that is
questionnaire.
The structured questionnaire is the research instrument
to collect the primary information for this marketing
research projects. A Questionnaire consists of a set of
Page | 40
question presented to respondent for their answers.
Questions may be open ended or close ended, it
depends upon the Marketing Research.
3.5 Sampling Plan:-
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 Shimoga 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 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
Page | 41
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.
3.6 Contact Method:-
Once the sampling plan has been determined it must be
decide how the respondent should be contacted i.e. by
Mail, telephone, personal, and on-line-interview.
In this research project I have use contact methods of
personal interview & telephone interview.
3.7 Limitation of Study
1. The study was confined to only Shimoga. Therefore
the results cannot be generalized.
2. The result generated out of the study is completely
dependent on the nature of the response given by
the customers.
Page | 42
3. Short span of time for gathering data was a limiting
factor.
Despite these limitations, a sincere attempt has been
made to collect and analyze the data and present the
information as accurately as possible.
4. DATA ANALYSIS & INTERPRETATION
Table: 1
Following table shows the consumers who have
previous experience with Hyundai.
Responses No. of
Respondent
Percent (%)
No 78 77.3%
Yes 22 22.7%
Total 100 100.00%
Interpretation:-
From the above frequency distribution it is found that from
150 respondent 116 has no previous experience with
Hyundai & remaining 34 had been experience Hyundai
before also.
Page | 43
TABLE: 2
Following table shows the customers who travel daily
(KMS) by their Hyundai Car.
Daily
Kilometers
No. of
Respondent
Percent (%)
Less than 30 45 44.7%
31 to 60 37 38.7%
Above 61 28 16.7%
Total 100 100.00%
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.
Page | 44
TABLE: 3
Following table shows from which sources they got
aware about Hyundai.
Sources No. of
Responses
Percentage(
%)
News paper
Advertisement
22 21.82%
Experienced User 33 35.23%
Events & Promotion 10 10.10%
TV advertisement 30 28.01%
Online Source 5 4.56%
Total 100 100.00%
Interpreatation:-
As in this question customers has answer more than one
option, so total of 307 answers is got out of survey of 150
customer and from that it is found that 35.50% of customes
got aware from experience user which is highest & 4.56% of
customers got information from online source which is
lowest.
Page | 45
TABLE: 4
Following table show who gives suggestion for
buying Hyundai
Suggestion No. of
Respondent
Percent
(%)
Family 48 48.00%
Friends & Relatives 39 38.67%
Colleagues 13 13.33%
Total 100 100.00%
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.
Page | 46
CHART: 1
Following Chart shows which factors mostly prefer by
customers
Interpretation:-
Page | 47
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: 6
Following table shows which other factors influence
for buying Hyundai.
Factor Influencing
more
No. of
Responses
Percenta
ge
Nearby Showroom &
Service Centre
20 20.14%
Availability of spares 9 8.63%
Authorization of
service centre
10 9.35%
Availability of Models
& Variants
22 22.66%
Product performance 39 39.21%
Total 100 100.00%
Interpreatation:-
Page | 48
As in this question customers has answer more than one
option, so total of 278 answers is got out of survey of 150
customer and from that it is found that 39.21% customers
were influenced by product performance after that
availability of models & variants 22.66%, nearbyshowroom
20.14%, authorization of service centre 9.35% & last
availability of spares 8.63% respectively.
TABLE: 7
Following table shows the opinion of customers
regarding the brand image of Hyundai
Respons
es
No. of
Respondent
Percentage
(%)
No 9 8.73%
Yes 91 91.3%
Total 100 100.0%
Interpretation: -
From the above frequency distribution table it is found out
of 150 customers 91.3% of customers were influenced by
brand image of Hyundai while making their buying decision
Page | 49
of Hyundai Cars. 8.7% customers were not influenced by the
brand image of Hyundai.
TABLE: 8
Following table shows how far celebrity endorsement
influence on buying decision of customers.
Level of
Influence
No. of
Responde
nt
Percenta
ge (%)
High Influenced 10 10.7%
Normal Influenced 20 20.0%
Neutral 14 14.7%
Less Influenced 8 8.7%
Not Influenced 48 46.0%
Total 100 100.0%Page | 50
Interpretation:-
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
Following table shows how far financing facility
influence on buying decision of customers.
Level of
Influence
No. of
Responde
nt
Percenta
ge (%)
High influenced 28 28.7%
Normal Influenced 36 36.0%
Page | 51
Neutral 13 13.3%
Less Influenced 9 8.7%
Not Influenced 14 13.3%
Total 100 100.0%
Interpretation:-
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
Following table shows past experience with other
Hyundai service station.
Past No .of Percentag
Page | 52
Experienc
e
Respondent e (%)
No 64 64.0%
Good 14 14.0%
Average 21 21.3%
Poor 1 0.7%
Total 100 100.0%
Interpretation:
The above frequency table shows that 64.0% customers has
no previous experience with other Hyundai service station,
14% has good experience with other Hyundai service station
& 21.3% has average experience with other Hyundai Service
Station.
TABLE: 11
Page | 53
Following table shows gender wise buying of Hyundai
Cars.
Gende
r
No. of
Respondent
Percentage
(%)
Male 95 94.7%
Female 5 5.3%
Total 100 100.0%
Interpretation:-
The above frequency distribution table shows that 94.7% of
male buys Hyundai Cars and 5.35% of female buys Hyundai
Cars.
TABLE: 12
Following table shows the different age class of customers and its influence on
buying decision of Hyundai Cars.
Age Group No. of
Respondent
Percentage
(%)
21 – 30 28 28.0%
31 – 40 44 44.7%
41 – 50 18 18.0%
Page | 54
51 – 60 8 7.3%
61 – 70 2 2.0%
Total 100 100.0%
Interpretation:-
The above Frequency table shows that majority 44.7% of
customers falling under the age group of 31-40.The next
major category was 21- 30 (28%).the age group 41-50, 51-60
and 61-70 were 3rd , 4th And 5th respectively.
TABLE: 13
Following table shows the different occupation of
customers and its influence on buying decision of
Hyundai Cars.
Occupation No. of
Responde
nt
Percentage
(%)
Service/Job 26 26.0%
Professional 14 14.0%
Retired 3 2.7%
Businessman 53 54.7%
Page | 55
Housewife 4 2.7%
Total 100 100.0%
Interpretation:-
From the above frequency distribution it is found that the
54.7% customers were Businessman, 26% were service ,
14% were professional and 4% were retried and housewife
respectively
TABLE: 14
Following table shows the customers form different
income groups.
Family Annual
Income(RS)
Frequency Percenta
ge (%)
100,001 - 300,000 36 36.0%
300,001 - 600,000 48 48.0%
600,001 - 900,000 13 13.3%
Above 900,001 3 2.7%Page | 56
Total 100 100.0%
Interpretation:-
From the above frequency distribution table it is found that
majority of customers fall in group of 300,001 – 600,000 i.e.
48% and after that customers fall in group of 100,001 -
300,000 i.e. 36 % and then 600,001 – 900,000 and above
900,001 respectively.
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.
Following are the other important findings of the
study:-
Page | 57
It is found that majority of customers fall between age
group of 31 – 40.
It is found that of the users of Hyundai Cars is
Businessman, Service/job & Professionals
Most of the customers of Hyundai fall in family income
group of 300,001 – 600,000(48.00%).
Most of the customers of Hyundai are Male (94.70%)
It is found that 22.70% customers have experienced
Hyundai before & they had chosen same company
again.
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.Page | 58
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 | 59
6. CONCLUSION
The project entitled ―on Consumer buying motives of
Hyundai cars with special reference to Trident Hyundai
Cars Pvt. Ltd i.e. Trident Hyundai, Shimoga.
These findings will help the company to know which
factors motives customers for Buying Hyundai Car.
It also helps to decide proper marketing strategies.
Page | 60
7. RECOMMENDATIONS
The company can try to improve the service quality of
Hyundai Cars.
The Company can improve availability of spares & parts
on time.
The Company can provide easy financing facility by
giving them a counter in their showroom.
The company can cut the cost on celebrity endorsement
because study shows that customers are not influenced
by celebrity endorsement.
The Company can give more importance to extra
features includes basic accessories, easy insurance &
vehicle registration.
The Company can adopt print media as a tool for source
of awareness, because it is cheap compare to TV
advertisement.
Page | 61
8. Bibliography:-
Books:-
Donald R.Cooper and Pamela S. Schindler. (June-
2006) Ninth Edition, Business Research Methods,
Tata McGraw Hill Publishing, NewDelhi.
Leon G. Schiffman and Leslie Lazar Kanuk (Feb
2006). Ninth Edition, Consumer Behaviour,
Prentice Hall, India.
Philip Kotler, Lane Keller, Abraham Koshy,
Mithileshwar Jha (2008).Thirteen Edition,
Marketing Management, Pearson Education,
India.
Journals and Articles:-
Roy Chitwood, Puget Sound Business Journal.
Chintan Bharwada Buying motives – Do you know why do
they buy?
Kenneth C.C. Yang, Effects of Consumer Motives on
Search Behavior Using Internet Advertising. University
of Texas
Demographics and patronage motives. University of
South Carolina,
Page | 62
Websites:-
http://www.hyundai.com/in/en/main/
http://www.Trident Hyundaimotors.com
http://www.carazoo.com/.../Top-10-Car-Makers-of-the-
World-in-2009
http://www.siamindia.com/
9. APPENDIX
QUESTIONNAIRE
INSTITUTE NAME: SHRIMAD RAJCHANDRA INSTITUTE OF MANAGEMENT & COMPUTER APPLICATIONLOCATION: GOPAL VIDYANAGAR, MALIBA CAMPUS, BARDOLI Dear Sir/madam, My name is __________________and doing a project on CONSUMER BUYING MOTIVES OF HYUNDAI CARS, CONDUCTED AT TRIDENT HYUNDAI CARS PVT.LTD, SHIMOGA. Your response is highly valuable. I would be grateful if you could help me by filling it up honestly and legitimately. I assure that any information provided will be solely used for academic purpose and will be kept confidential. No answers are right or wrong; give the answers which you feel are the best.
We would be thankful if you share some of your valuable opinion regarding the following questionnaire.
1. Have you been using any cars of Hyundai before?
Page | 63
Yes No
If yes, specify it: - ___________________
2. What is daily travelling Kilometers per day?Less than 30 31 to 60 Above 61
3. From which sources you got aware about HYUNDAI?Newspaper advertisement Experienced user
Events & Promotion TV Advertisement Online
Source
4. Who offers you suggestion for buying HYUNDAI? Family Friends & relatives Colleagues
Others
If others, then specify_________________________
5. Rank in the order of your preference to buy a HYUNDAI car (in the order 1-7).Driving Experience Comfort Mileage
Price
Overall Looks safety Extra Features
6. Which model you have purchased as per above mention parameter that you have given a rank?Santro Xing i10 i20
Accent
Verna Sonata Other
____________________
Page | 64
7. What other factor influence more to buy HYUNDAI Car?Nearby Showroom & Service Centre Availability of
Spares Authorization of service centre
Availability of models & Variant Product
Performance
8. Does brand image of HYUNDAI influence your buying decision?Yes No
9. How far celebrity endorsements influence your buying decision?High Influenced Normal Influenced Neutral
Less Influenced Not Influenced
10. Does financing facility influence your buying decision?High Influenced Normal Influenced
Neutral
Less Influenced Not Influenced
11. Past experience with other HYUNDAI service station, if any?Good Average Poor
Page | 65
12. Why would you recommend HYUNDAI Cars to others?Specify, _____________________________________________________________________________________________________________________________________________
Demographic detail:
Name ________________________________________Location ________________________________________ ________________________________________Occupation ________________________________________Age ______________Gender ______________Contact No. ______________Family Annual Income 100,001 – 300,000
300,001 – 600,000
600,001 – 900,000 Above
900,001
Page | 66
Thanks for your Co-operation
Page | 67