Study on consumer buying behavior and satisfaction level for Hyundai INTRODUCTION Introduction to the study: The study

of consumers helps firms and organizations improve their marketing strategies by understanding issues such as how consumers think, feel, reason, and select between different alternatives (e.g., brands, products);The psychology of how the consumer is influenced by his or her environment (e.g., culture, family, signs, media);The behavior of consumers while shopping or making other marketing decisions; Limitations in consumer knowledge or information processing abilities influence decisions and marketing outcome; How consumer motivation and decision strategies differ between products that differ in their level of importance or interest that they entail for the consumer; and how marketer scan adapt and improve their marketing campaigns and marketing strategies to more effectively reach the consumer. Understanding these issues helps in adapting strategies by taking the consumer into consideration. For example, by understanding that a number of different messages compete for our potential customers attention, one learns that to be effective, advertisements must usually be repeated extensively. It is also learnt that consumers will sometimes be persuaded more by logical arguments, but at other times will be persuaded more by emotional or symbolic appeals. By understanding the consumer, the company will be able to make a more informed decision as to which strategy to employ. The "official" definition of consumer behavior given in the text is "The study of individuals, groups, or organizations and the processes they use to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society. Behavior occurs either for the individual, or in the context of a group (e.g., friends influence what kinds of clothes a person wears) or an organization (people on the job make decisions as to which products the firm should use).Consumer behavior involves the use and disposal of products as well as the study of how they are purchased. Product use is often of great interest to the marketer, because this may influence how a product is best positioned or how we can encourage increased consumption. Since many environmental problems result from product disposal (e.g., motor oil being sent into

sewage systems to save the recycling fee, or garbage piling up at landfills) this is also an area of interest. Consumer behavior involves services and ideas as well as tangible products. The impact of consumer behavior on society is also of relevance. For example, aggressive marketing of high fat foods, or aggressive marketing of easy credit, may have serious repercussions for the national health and economy. There are four main applications of consumer behavior: The most obvious is for marketing strategy i.e., for making better marketing campaigns. For example, by understanding that consumers are more receptive to food advertising when they are hungry, we learn to schedule snack advertisements late in the afternoon. By understanding that new products are usually initially adopted by a few consumers and only spread later, and then only gradually, to the rest of the population, we learn that (1) companies that introduce new products must be well financed so that they can stay afloat until their products become a commercial success and (2) it is important to please initial customers, since they will in turn influence many subsequent customers brand choices. As a final benefit, studying consumer behavior should make us better consumers. Common sense suggests, for example, that if you buy a 64 liquid ounce bottle of laundry detergent, you should pay less per ounce than if you bought two 32 ounce bottles. In practice, however, you often pay a size premium by buying the larger quantity. In other words, in this case, knowing this fact will sensitize you to the need to check the unit cost labels to determine if you are really getting a bargain. There are several units in the market that can be analyzed

CONCEPTUAL FRAMEWORK Consumer Buying Behavior The process by which individuals search for, select, purchase, use, and dispose of goods and services, in satisfaction of their needs and wants. See also consumer decision making. Factors affecting how customers make decisions are extremely complex. Buyer behavior is deeply rooted in psychology with dashes of sociology thrown in just to make things more interesting. Since every person in the world is different, it is impossible to have simple rules that explain how buying decisions are made. But those who have spent many years analyzing customer activity have presented us with useful guidelines in how someone decides whether or not to make a purchase. In fact, pick up any textbook that examines customer behavior and each seems to approach it from a different angle. The perspective we take is to touch on just the basic concepts that appear to be commonly accepted as influencing customer behavior. We will devote two sections of the Principles of Marketing Tutorials to customer behavior. In this section we will examine the buying behavior of consumers (i.e., when people buy for personal reasons) while in the Business Buying Behavior tutorial we will examine factors that influence buyers decisions in the business market. Why Consumers Buy As we discussed in what is marketing? Customers make purchases in order to satisfy needs. Some of these needs are basic and must be filled by everyone on the planet (e.g., food, shelter) while others are not required for basic survival and vary depending on the person. It probably makes more sense to classify needs that are not a necessity as wants or desires. In fact, in many countries where the standard of living is very high, a large portion of the populations income is spent on wants and desires rather than on basic needs. In this tutorial when we mention the consumer we are referring to the actual buyer, the person spending the money. But is should also be pointed out that the one who does the buying is not necessarily the user of what is bought and that others may be involved in the buying decision in addition to the actual buyer. While the purchasing process in the consumer market is not as
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complex as the business market, having multiple people involved in a purchase decision is not unusual. For example, in planning for a family vacation the mother may make the hotel reservations but others in the family may have input on the hotel choice. Similarly, a father may purchase snacks at the grocery store but his young child may be the one who selected it from the store shelf. So understanding consumer purchase behavior involves not only understanding how decisions are made but also understanding the dynamics that influence purchases. What Influences Purchasing As we discussed the decision-making process for consumers is anything but straight forward. There are many factors that can affect this process as a person works through the purchase decision. The number of potential influences on consumer behavior is limitless. However, marketers are well served to understand the KEY influences. By doing so they may be in a position to tailor their marketing efforts to take advantage of these influences in a way that will satisfy the consumer and the marketer (remember this is a key part of the definition of marketing).

For the purposes of this tutorial we will break these influences down into three main categories: Internal, External and Marketing. However, those interested in learning more about customer buying activity may want to consult one or more consumer behavior books where they will find additional methods for explaining consumer buying behavior. For the most part the influences are not mutually exclusive. Instead, they are all interconnected and, as we will see, work together to form who we are and how we behave. For each of the influences that are discussed we will provide a basic description and also suggest its implication to marketers. Bear in mind we only provide a few marketing implications for each influence; clearly there are many more.

Internal Influences: Perceptual Filter We start our examination of the influences on consumer purchase decisions by first looking inside ourselves to see which are the most important internal factors that affect how we make choices. Perceptual Filter Perception is how we see ourselves and the world we live in. However, what ends up being stored inside us doesnt always get there in a direct manner. Often our mental makeup results from information that has been consciously or subconsciously filtered as we experience it, a process we refer to as a perceptual filter. To us this is our reality, though it does not mean it is an accurate reflection on what is real. Thus, perception is the way we filter stimuli (e.g., someone talking to us, reading a newspaper story) and then make sense out of it. Perception has several steps

Exposure sensing a stimuli (e.g. seeing an ad) Attention an effort to recognize the nature of a stimuli (e.g. recognizing it is an ad) Awareness assigning meaning to a stimuli (e.g., humorous ad for particular product) Retention adding the meaning to ones internal makeup (i.e., product has fun ads)

How these steps are eventually carried out depends on a persons approach to learning. By learning we mean how someone changes what they know, which in turn may affect how they act. There are many theories of learning, a discussion of which is beyond the scope of this tutorial, however, suffice to say that people are likely to learn in different ways. For instance, one person may be able to focus very strongly on a certain advertisement and be able to retain the information after being exposed only one time while another person may need to be exposed to the same advertisement many times before he/she even recognizes what it is. Consumers are also more likely to retain information if a person has a strong interest in the stimuli. If a person is in need of new car they are more likely to pay attention to a new advertisement for a car while someone who does not need a car may need to see the advertisement many times before they recognize the brand of automobile.

Marketing Implications: Marketers spend large sums of money in an attempt to get customers to have a positive impression of their products. But clearly the existence of a perceptual filter suggests that getting to this stage is not easy. Exposing consumers to a product can be very challenging considering the amount of competing product messages (ads) that are also trying to accomplish the same objective (i.e., advertising clutter). So marketers must be creative and use various means to deliver their message. Once the message reaches consumer it must be interesting enough to capture their attention (e.g., talk about the products benefits). But attending to the message is not enough. For marketers the most critical step is the one that occurs with awareness. Here marketers must continually monitor and respond if their message becomes distorted in ways that will negatively shape its meaning. This can often happen due in part to competitive activity (e.g., comparison advertisements). Finally, getting the consumer to give positive meaning to the message they have retained requires the marketer make sure that consumers accurately interpret the facts about the product. Internal Influences: Knowledge Knowledge is the sum of all information known by a person. It is the facts of the world as he/she knows it and the depth of knowledge is a function of the breadth of worldly experiences and the strength of an individuals long-term memory. Obviously what exists as knowledge to an individual depends on how an individuals perceptual filter makes sense of the information it is exposed to. Marketing Implications: Marketers may conduct research that will gauge consumers level of knowledge regarding their product. As we will see below, it is likely that other factors influencing consumer behavior are in large part shaped by what is known about a product. Thus, developing methods (e.g., incentives) to encourage consumers to accept more information (or correct information) may affect other influencing factors. Internal Influences: Attitude In simple terms attitude refers to what a person feels or believes about something. Additionally, attitude may be reflected in how an individual acts based on his or her beliefs. Once formed,
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attitudes can be very difficult to change. Thus, if a consumer has a negative attitude toward a particular issue it will take considerable effort to change what they believe to be true. Marketing Implications: Marketers facing consumers who have a negative attitude toward their product must work to identify the key issues shaping a consumers attitude then adjust marketing decisions (e.g., advertising) in an effort to change the attitude. For companies competing against strong rivals to whom loyal consumers exhibit a positive attitude, an important strategy is to work to see why consumers feel positive toward the competitor and then try to meet or beat the competitor on these issues. Alternatively, a company can try to locate customers who feel negatively toward the competitor and then increase awareness among this group Internal Influences: Personality An individuals personality relates to perceived personal characteristics that are consistently exhibited, especially when one acts in the presence of others. In most, but not all, cases the behaviors one project in a situation is similar to the behaviors a person exhibits in another situation. In this way personality is the sum of sensory experiences others get from experiencing a person (i.e., how one talks, reacts). While ones personality is often interpreted by those we interact with, the person has their own vision of their personality, called Self Concept, which may or may not be the same has how others view us. Marketing Implications: For marketers it is important to know that consumers make purchase decisions to support their self concept. Using research techniques to identify how customers view themselves may give marketers insight into products and promotion options that are not readily apparent. For example, when examining consumers a marketer may initially build marketing strategy around more obvious clues to consumption behavior, such as consumers demographic indicators (e.g., age, occupation, income). However, in-depth research may yield information that shows consumers are purchasing products to fulfill self-concept objectives that have little to do with the demographic category they fall into (e.g., senior citizen may be making purchases that make them feel younger). Appealing to the consumers self concept needs could expand the market to which the product is targeted.

Internal Influences: Lifestyle This influencing factor relates to the way we live through the activities we engage in and interests we express. In simple terms it is what we value out of life. Lifestyle is often determined by how we spend our time and money. Marketing Implications: Products and services are purchased to support consumers lifestyles. Marketers have worked hard researching how consumers in their target markets live their lives since this information is key to developing products, suggesting promotional strategies and even determining how best to distribute products. The fact that lifestyle is so directly tied to marketing activity will be further examined as we discuss developing target market strategies (See Targeting Markets) tutorial. Internal Influences: Motivation Motivation relates to our desire to achieve a certain outcome. Many internal factors we have already discussed can affect a customers desire to achieve a certain outcome but there are others. For instance, when it comes to making purchase decisions customers motivation could be affected by such issues as financial position (e.g., Can I afford the purchase?), time constraints (e.g., Do I need to make the purchase quickly?), overall value (e.g., Am I getting my moneys worth?), and perceived risk (e.g., What happens if I make a bad decision?). Marketing Implications: Motivation is also closely tied to the concept of Involvement, which relates to how much effort the consumer will exert in making a decision. Highly motivated consumers will want to get mentally and physically involved in the purchase process. Not all products have a high percentage of highly involved customers (e.g., milk) but marketers who market products and services that may lead to high level of consumer involvement should prepare options that will be attractive to this group. For instance, marketers should make it easy for consumers to learn about their product (e.g., information on website, free video preview) and, for some products, allow customers to experience the product (e.g., free trial) before committing to the purchase.

Internal Influences: Roles Roles represent the position we feel we hold or others feel we should hold when dealing in a group environment. These positions carry certain responsibilities yet it is important to understand that some of these responsibilities may, in fact, be perceived and not spelled out or even accepted by others. In support of their roles, consumers will make product choices that may vary depending on which role they are assuming. As illustration, a person who is responsible for selecting snack food for an office party his boss will attend may choose higher quality products than he would choose when selecting snacks for his family. Marketing Implications: Advertisers often show how the benefits of their products aid consumers as they perform certain roles. Typically the underlying message of this promotional approach is to suggest that using the advertisers product will help raise ones status in the eyes of others while using a competitors product may have a negative effect on status. External Influences: Culture Consumer purchasing decisions are often affected by factors that are outside of their control but have direct or indirect impact on how we live and what we consume. One example of this are cultural factors Culture represents the behavior, beliefs and, in many cases, the way we act learned by interacting or observing other members of society. In this way much of what we do is shared behavior, passed along from one member of society to another. Yet culture is a broad concept that, while of interest to marketers, is not nearly as important as understanding what occurs within smaller groups or Sub-Cultures to which we may also belong. Sub-cultures also have shared values but this occurs within smaller groups. For instance, sub-cultures exist where groups share similar values in terms of ethnicity, religious beliefs, geographic location, special interests and many others. Marketing Implications: As part of their efforts to convince customers to purchase their products, marketers often use cultural representations, especially in promotional appeals. The objective is to connect to consumers using cultural references that are easily understood and often embraced by the consumer. By doing so the marketer hopes the consumer feels more
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comfortable with or can relate better to the product since it corresponds with their cultural values. Additionally, smart marketers use strong research efforts in an attempt to identify differences in how sub-culture behaves. These efforts help pave the way for spotting trends within a sub-culture, which the marketer can capitalize on through new marketing tactics (e.g., new products, new sales channels, added value, etc.). External Influences: Group Membership In addition to cultural influences, consumers belong to many other groups with which they share certain characteristics and which may influence purchase decisions. Often these groups contain Opinion Leaders or others who have major influence on what the customer purchases. Some of the basic groups we may belong to include: Social Class represents the social standing one has within a society based on such factors as income level, education, occupation. Family ones family situation can have a strong effect on how purchase decisions are made. Reference groups most consumers simultaneously belong to many other groups with which they associate or, in some cases, feel the need to disassociate Marketing Implications: Identifying and understanding the groups consumers belong to is a key strategy for marketers. Doing so helps identify target markets, develop new products, and create appealing marketing promotions to which consumers can relate. In particular, marketers seek to locate group leaders and others to whom members of the group look for advice or direction. These opinion leaders, if well respected by the group, can be used to gain insight into group behavior and if these opinion leaders accept promotional opportunities could act as effective spokespeople for the marketers products. External Influences: Purchase Situation A purchase decision can be strongly affected by the situation in which people find themselves. In general, a situation is the circumstances a person faces when making a purchase decision, such as the nature of their physical environment, their emotional state, or time constraints. Not all situations are controllable, in which case a consumer may not follow their normal process for

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making a purchase decision. For instance, if a person needs a product quickly and a store does not carry the brand they normally purchase, the customer may choose a competitors product. Marketing Implications: Marketers can take advantage of decisions made in uncontrollable situations in at least two ways. First, marketers can use promotional methods to reinforce a specific selection of products when the consumer is confronted with a particular situation. For example, automotive services can be purchased that promise to service vehicles if the user runs into problems anywhere and at anytime. Second, marketers can use marketing methods that attempt to convince consumers that a situation is less likely to occur if the marketers product is used. This can also be seen with auto products, where marketers explain that using their product will prevent unexpected damage to their vehicles. Types of Consumer Purchase Decisions Consumers are faced with purchase decisions nearly every day. But not all decisions are treated the same. Some decisions are more complex than others and thus require more effort by the consumer. Other decisions are fairly routine and require little effort. In general, consumers face four types of purchase decisions: Minor New Purchase these purchases represent something new to a consumer but in the customers mind is not a very important purchase in terms of need, money or other reason (e.g., status within a group). Minor Re-Purchase these are the most routine of all purchases and often the consumer returns to purchase the same product without giving much thought to other product options (i.e., consumer is brand loyalty). Major New Purchase these purchases are the most difficult of all purchases because the product being purchased is important to the consumer but the consumer has little or no previous experience making these decisions. The consumers lack of confidence in making this type of decision often (but not always) requires the consumer to engage in an extensive decision-making process.

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Major Re-Purchase - these purchase decisions are also important to the consumer but the consumer feels confident in making these decisions since they have previous experience purchasing the product. For marketers it is important to understand how consumers treat the purchase decisions they face. If a company is targeting customers who feel a purchase decision is difficult (i.e., Major New Purchase), their marketing strategy may vary greatly from a company targeting customers who view the purchase decision as routine. In fact, the same company may face both situations at the same time; for some the product is new, while other customers see the purchase as routine. The implication of buying behavior for marketers is that different buying situations require different marketing efforts. How Consumers Buy So now that we have discussed the factors influencing a consumers decision to purchase, lets examine the process itself. This process is presented in a sequence of 5 steps as shown below.

However, whether a consumer will actually carryout each step depends on the type of purchase decision that is faced. For instance, for minor re-purchases the consumer may be quite loyal to the same brand, thus the decision is a routine one (i.e., buy the same product) and little effort is involved in making a purchase decision. In cases of routine, brand loyal purchases consumers may skip several steps in the purchasing process since they know exactly what they want allowing the consumer to move quickly through the steps. But for more complex decisions, such as Major New Purchases, the purchasing process can extend for days, weeks, months or longer. So in presenting these steps marketers should realize that, depending on the circumstances surrounding the purchase, the importance of each step may vary.
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Purchase Decision Steps 1. Need/Want/Desire is recognized In the first step the consumer has determined that for some reason he/she is not satisfied (i.e., consumers perceived actual condition) and wants to improve his/her situation (i.e., consumers perceived desired condition). For instance, internal triggers, such as hunger or thirst, may tell the consumer that food or drink is needed. External factors can also trigger consumers needs. Marketers are particularly good at this through advertising, in-store displays and even the intentional use of scent (e.g., perfume counters). At this stage the decision-making process may stall if the consumer is not motivated to continue (see Motivation above). However, if the consumer does have the internal drive to satisfy the need they will continue to the next step.

2. Search for Information Assuming consumers are motivated to satisfy his or her need, they will next undertake a search for information on possible solutions. The sources used to acquire this information may be as simple as remembering information from past experience (i.e., memory) or the consumer may expend considerable effort to locate information from outside sources (e.g., Internet search, talk with others, etc.). How much effort the consumer directs toward searching depends on such factors as: the importance of satisfying the need, familiarity with available solutions, and the amount of time available to search. To appeal to consumers who are at the search stage, marketers should make efforts to ensure consumers can locate information related to their product. For example, for marketers whose customers rely on the Internet for information gathering, attaining high rankings in search engines has become a critical marketing objective.

3. Evaluate Options Consumers search efforts may result in a set of options from which a choice can be made. It should be noted that there may be two levels to this stage. At level one the consumer may create a set of possible solutions to their needs (i.e., product types) while at level two the consumer may
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be evaluating particular products (i.e., brands) within each solution. For example, a consumer who needs to replace a television has multiple solutions to choose from such as plasma, LCD and CRT televisions. Within each solution type will be multiple brands from which to choose. Marketers need to understand how consumers evaluate product options and why some products are included while others are not. Most importantly, marketers must determine which criteria consumers are using in their selection of possible options and how each criterion is evaluated. Returning to the television example, marketing tactics will be most effective when the marketer can tailor their efforts by knowing what benefits are most important to consumers when selecting options (e.g., picture quality, brand name, screen size, etc.) and then determine the order of importance of each benefit.

4. Purchase In many cases the solution chosen by the consumer is the same as the product whose evaluation is the highest. However, this may change when it is actually time to make the purchase. The "intended" purchase may be altered at the time of purchase for many reasons such as: the product is out-of-stock, a competitor offers an incentive at the point-of-purchase (e.g., store salesperson mentions a competitors offer), the customer lacks the necessary funds (e.g., credit card not working), or members of the consumers reference group take a negative view of the purchase (e.g., friend is critical of purchase). Marketers whose product is most desirable to the consumer must make sure that the transaction goes smoothly. For example, Internet retailers have worked hard to prevent consumers from abandoning online purchase (i.e., online shopping carts) by streamlining the checkout process. For marketers whose product is not the consumers selected product, last chance marketing efforts may be worth exploring, such as offering incentives to store personnel to "talk up" their product at the checkout line.

5. After-Purchase Evaluation Once the consumer has made the purchase they are faced with an evaluation of the decision. If the product performs below the consumers expectation then he/she will re-evaluate satisfaction
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with the decision, which at its extreme may result in the consumer returning the product while in less extreme situations the consumer will retain the purchased item but may take a negative view of the product. Such evaluations are more likely to occur in cases of expensive or highly important purchases. To help ease the concerns consumers have with their purchase evaluation, marketers need to be receptive and even encourage consumer contact. Customer service centers and follow-up market research are useful tools in helping to address purchasers concerns. As weve seen, consumer purchasing is quite complex. In our next tutorial, Business Buying Behavior, we will see that marketers must also have a thorough understanding of how business purchase decisions are made.

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COMPANY PROFILE About Hyundai Motor India Limited 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 8 models of passenger cars across segments. The A2 segment includes the EON, Santro, i10 and the i20, the A3 segment includes the Accent and the Verna, the A5 segment includes the Sonata Transform and the SUV segment includes the Santa Fe. 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 HMILs 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 currently exports cars to more than 115 countries across EU, Africa, Middle East, Latin America and Asia Pacific. 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 336 strong dealer network and 721 strong service points across India, which will see further expansion in 2011. Career Opportunities 'Dream, Strive, Achieve' is the mantra of every individual working in this US $570 million company situated in a sprawling 535 acre facility located in Tamil Nadu. HMI houses state of the art production techniques and has a workforce of more than 3900 employees. HMI is a wholly owned subsidiary of Hyundai Motor Corporation - Korea, which is US $ 28 billion strong company.
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Hyundai brings with itself the latest in Technology, Quality and People practices ensuring in providing the right sync to produce the best cars by bringing out the best in people. You could play a decisive role in transforming the automobile landscape in India by being part of this adrenaline pumped team. It takes a lot of heat, pressure and hard work to mould anything into shape, be it something as small as a nail or as complicated as a car. Building your career isn't any different. At Hyundai Motor India Limited, you will have the right elements that you need to get to the top. The only difference is that, we'll make sure that you have loads of fun, challenge and satisfaction while getting there. More than just qualifications and experience, we are looking for those with a passion for excellence. R & D Centre

Hyundai Motor India Engineering (HMIE) is a fully owned subsidiary of Hyundai Motor Company, South Korea, which has set up the R&D Centre in Hyderabad. HMIE is a centre with
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one of the most advanced research and development facilities which focuses on state of the art product and design engineering and rigorous quality enhancement. The new R&D Centre at Hyderabad in India is Hyundai Motor Companys fourth overseas R&D centre. Set up with an investment of Rs. 184 crores, the new 200,000 square-foot facility R&D Centre, is aimed at further accelerating local content development and enable Hyundai to respond even more quickly to changing customer needs across the world. The R&D Centre will further facilitate the development of India as Hyundais global hub for manufacturing and engineering of small cars. The new R&D Centre in Hyderabad will support all back-end operations like computer aided engineering (CAE), computer aided design (CAD) and help the R & D work taking place across Hyundais car line-up. The R&D Centre will help in developing vehicles which includes their styling, design engineering and vehicle test & evaluation. The R&D Centre will play a pivotal role for cars manufactured in India inorder to satisfy the specific needs of the Indian customers. Hyundai Motor Companys other overseas R&D centres are located in the United States, Germany, Japan & Korea. Awards in 2011 New Fluidic Verna wins the Readers 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.

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Trends:

Since inception, HMIL has dominated the automobile market with the reputation of being the fastest growing automobile manufacturer in India. HMIL's growth has been driven by volumeoriented revenues coupled with technological soundness and superior designs.

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A major force in the Indian automobile scenario, HMIL is the second largest manufacturer in India. Focusing on the latest technologies and innovative marketing strategies, HMIL has carved out a niche for itself in the market today with most of its models leading in their respective segments. Its been a long journey from just 8,447 units in 1998, till today when HMIL has become a key player in driving the industry growth year after year. In calendar year 2010 (Jan Dec) HMIL grew by 7.8% cumulatively registering total sales of 603,819 units as against 559,880 units of 2009 with domestic sales surging by 23.1% over 2009. Domestic sales accounted for 356,717 units in 2010 as against 289,863 in the year 2009. Overseas sales accounted for 247,102 units as against 270,017 units in 2009 which reflects a decline of 8.5% for the calendar year 2010. Hyundai Motor India Ltd. Exports Hyundai Motor India Ltd is the countrys largest passenger car exporter. With the recent shipment of 10 Lakh cars, Hyundai is the first automobile company in India to achieve this feat in a record time of just over a decade. HMIL began exporting cars in 1999 when it shipped a batch of 20 Santros to Nepal and it reached the first milestone of exporting 100,000 cars in four years and ten months in October, 2004. In October, 2005 it exported its 200,000th car followed by its 300,000th car and 400,000th car in October, 2006 and August, 2007 respectively. By exporting the 500,000th car in March, 2008, HMIL had become the fastest Indian passenger car manufacturer to achieve this stupendous milestone in record time.

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In a little over a decade since Hyundai has been present in India, it has become the leading exporter of passenger cars with a market share of 66% of the total exports of passenger cars from India, making it a significant contributor to the Indian automobile industry. Currently, Hyundai Motor India is exporting four of its popular models namely - Santro, i10, i20 and Accent to 110 countries. In 2009, in spite of a global slowdown, Hyundai Motor Indias exports grew by 10.7%. In 2010 Hyundai plans to add 10 new markets with Australia being the latest entrant to the list. The first shipment to Australia is of 500 units of the i20 and the total i20 exports to Australia are expected to be in the region of 15,000 per annum.

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AUTOMOBILE INDUSTRY PROFILE

Driving the most luxurious car has been made possible by the stiff competition in the automobile industry in India, with overseas players gathering the same momentum as the domestic participants. Every other day, we have been hearing about some new launches, some low cost cars - all customized in a manner such that the common man is not left behind. In 2009, the automobile industry is expected to see a growth rate of around 9%, with the disclaimer that the auto industry in India has been hit badly by the ongoing global financial crisis. The automobile industry in India happens to be the ninth largest in the world. Following Japan, South Korea and Thailand, in 2009, India emerged as the fourth largest exporter of automobiles. Several Indian automobile manufacturers have spread their operations globally as well, asking for more investments in the Indian automobile sector by the MNCs. Potential of the Automobile industry 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. Similar plans are for General Motors. Segmentation of market share of automobile industry in India

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Passenger Vehicle: 15.96% Commercial Vehicle: 3.95% Three wheelers: 3.60% Two wheelers: 76.49% Top Automobile Companies in India Tata Motors Tata Motors is the largest automobile manufacturing companies in India. Established way back in 1945 Tata Motors is a multinational automobile company with its headquarters in Mumbai. Previously known as Telco TATA Engineering and Locomotive Company Tata Motors belongs to Tata Group. This company manufactures compact medium sized utility vehicles. Over the last few decades it has stood as the undisputed leader in the commercial vehicles segment. It is also the third largest producer of passenger cars in India. This automobile company in India is listed on both the Bombay Stock Exchange and the New York Stock Exchange. The revenues earned by Tata Morts in 2010 accounted to $20.572 billion. Some of the well known cars manufactured by Tata Motors are: Tata Indigo, Tata Indica, Tata Sumo Tata Indigo Marina and Tata safari. Hindustan Motors Limited Hindustan Motors Limited was founded in the year 1942 by B.M Birla. It is an operative subsidy of the Birla Technical Services group. This company held the title of the biggest manufacturer of cars in India before Maruti Udyog. Hindustan Motors was the pioneer in manufacturing automobiles in India. The company accounted for a sales turnover of Rs 150.66 crore in 2010. Some of the important cars and multi utility vehicles manufactured by Hindustan Motors Limited include; Mitsubishi Lancer, Trekker, Contessa, Ambassador, Porter, Pushpak and the Mitsubishi.

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Ashoke Leyland Ashoke Leyland is a leading commercial vehicle manufacturer in India. It was established in 1948. The company over the years has become synonymous with the production of trucks, passenger buses and emergency military vehicles. It happens to be the second largest commercial vehicle producer in India holding a market share of almost 30 percent. The company holds a record for selling almost 60, 000 vehicles and almost 7000 engines per years. Ashok Leyland accounted for consolidated revenues of US$ 1.4 billion in 2009. Some of the popular products by this company are; Panther BS-II Muti-axle Vehicles, Cheetah Bus-III, Tractors and Ecomet, Lynx BS-II, Diesel and Natural Gas gensets from 15KVA to 250KVA. Maruti Suzuki India Limited Maruti Suzuki India Limited was established in 1981. A part of this company is owned by Suzuki Motor Corporation of Japan. It is the country's largest passenger car manufacturing company. Credited for having brought in the automobile revolution in the country Maruti Suzuki India Limited was known as Maruti Udyog Limited till 2007. With its headquarters in Delhi this automobile company in India happens to be the largest producer and market share holder of cars. The company accounted for consolidated revenues of US$4.8 billion in 2010. Maruti Suzuki India Limited is credited for manufactures a variety of passenger cars SUVs, and Sedans. Some of Maruti's most popular cars are: Alto, Gypsy, Omni, Wagon R, Maruti 800, Versa, Zen, Esteem, Baleno and Swift. Hyundai Motor India Limited Hyundai Motor India Limited (HMIL) is owned entirely by Hyundai Motors of South Korea. Hyundai Motors happens to be the largest car manufacturer in South Korea and the sixth largest in the world. This automobile company in India is also the largest passenger cars exporter in India. Established on May 6 1996 this company in a short span of time has taken the Indian automobile industry by storm. Some of the popular cars manufactured by this company are; Santro, Getz Prime, Hyundai i10, Hyundai i20 Accent and the Verna and Sonata

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Bajaj Auto Bajaj Auto is another important automobile manufacturing company in India. It is one of the India's most trusted car manufacturers. It is an operative subsidy of the Bajaj Group. Bajaj Auto happens to be the largest two and three wheeler manufacturer in India and also ranks in this field across the globe. This automobile company was established on 2 November 1945. The company was then known as M/s Bachraj Trading Corporation Private Limited. The company made a modest beginning by importing and then selling two and three wheelers in India. Today Bajaj Auto has become synonymous with two and three wheelers in the country. Some of its popular two wheelers are; Pulsar 220DTS and Kawasaki Ninja 250R. Indian Automobile Industry SWOT Analysis Strengths

Domestic Market is large Government provides monetary assistance for manufacturing units Reduced Labor cost

Weaknesses

Infrastructural setbacks Low productivity Too many taxes levied by government increase the cost of production Low investments in Research and Development

Opportunities

Reduction in Excise duty Rural demand is rising Income level is at a constant increase

Threats

Increasing rates of interest Too much competition Rising cost of raw materials
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RESEARCH METHODOLOGY Need for the study: Selling of any product, there is needed to build relationship with customer. For building a relationship there is need for knowing the customer behavior and how will be they satisfied. This project is undertaken to know the customer behavior & satisfaction level for Hyundai. Also through this project get awareness that which factors affect on the selling of cars mainly in the urban area. Objective of the study: In todays world customer is the key of the success of any business. So, Customer behavior and its satisfaction level play very key role to sale of the product. To study the market position of Hyundai cars in the market. To study the consumer behavior for purchase of Hyundai cars. To identify the factor which influences on consumer decision? To study who is the decision make in purchasing car. To study whether customers are satisfied with staff and services or not. Scope of the study: This study has been made to find the level of satisfaction the customer has regarding the service provider by Hyundai cars. The study was to know the customer buying behavior and demand into the minds of customer because always customers say something and does something. Hypothesis: Null hypothesis: Customers are not satisfied with the price, maintenance and style of Hyundai. Alternative hypothesis: customers are satisfied with the price, maintenance and style of Hyundai. Null Hypothesis: Customers are not satisfied with the Mileage, comfortness, Color and Brand reputation of Hyundai.

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Alternative Hypothesis: Customers are satisfied with the mileage, comfortless , Color and Brand reputation of Hyundai. Sampling: Sampling is a process of obtaining. The information about the entire population by examine a part of it .The effectiveness of the research depends on the sample size selected for the survey purpose. Population: - The survey was conducted in Hyderabad city. Sample size:- For the purpose of proper survey, there is need of perfect research instruments to find out sample size for more accurate result about buying behavior of cars. The sample size is 100 respondents. Sample Element: - The sample element of research is customer of Hyundai cars. Sample Extent: - The sample extent is limited to Hyderabad city. Sampling Procedure: -The sampling procedure followed is convenience. Data collection: Primary Sources: In this study the survey method is used as a research technique. This method helps to obtain right information from respondents. The primary data is collected by using the questionnaires. The questionnaires are distributed to the respondents and the collected information is used for the interpretation and the analysis. Secondary Sources: The secondary sources of data include data from magazines, Internet, Books, and various marketing journals like Marketing Master Mind. In this study the secondary data is collected from the following sources. Companys website Reports of Company Discussion with marketing and sales staff Books on Marketing and Research methodology

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Limitations: The sample was collected using connivance-sampling techniques. As such result may not give an exact representation of the population. Shortage of time is also reason for incomprehensiveness. Research work was carried out in Hyderabad city only the finding may not be applicable to the other parts of the country because of social and cultural differences.

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DATA INTERPRETATION AND ANALYSIS Data Interpretation: 1. Do you have own car? a. Yes b. No

Interpretation: 79% of the total respondents own cars and the other 21% respondents do not have cars.

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2. Which media do you refer to purchase a car? a. News paper b. TV advertisement c. Friends d. others

. Interpretation: Of the total respondents 68% of them refer News paper and TV advertisements while purchasing a car, 19% take the suggestions of their friends and the remaining 13% refer other sources.

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3. Do you think advertisements create more awareness of showroom and cars? a. Yes b. NO c. Cant Say

Interpretation: Of the total respondents, 62% think advertisements create awareness of showrooms and cars and 10% do not. The remaining 28% are not able to answer the question.

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4. How do you purchase car? a. By cash b. By Loan

. Interpretation: 36% respondents purchase a car by cash and remaining 64% are by loan.

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7. Give your satisfaction levels for the following attributes of Hyundai? Tick for 5 if you are highly satisfied Tick for 4 if you are satisfied Tick for 3 if you are neither satisfied nor dissatisfied Tick for 2 if you are dissatisfied Tick for 1 if you are highly dissatisfied 1) PRICE

Interpretation: Of the total respondents, 73% of them are dissatisfied with the price of the Hyundai while 14% are satisfied. The remaining 13% are neither satisfied nor dissatisfied.

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2) MAINTENANCE COST

Interpretation: Of the total respondents, 42% respondents are dissatisfied and 24% respondents are highly dissatisfied while 18% respondents are satisfied with the maintenance cost of the Hyundai. The remaining 16% respondents are neither satisfied nor dissatisfied with the same.

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3) STYLE

Interpretation: 67% respondents are satisfied with the style of the Hyundai while 18% do not. The remaining 15% respondents showed a neutral response.

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4) DURABILITY

Interpretation: 80% respondents are satisfied with the toughness in the body of the car while only 10% are dissatisfied and 10% respondents are neither satisfied nor dissatisfied.

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5) MILEAGE

Interpretation: Of the total respondents, 46% respondents are highly satisfied and 39% respondents are satisfied while 9% respondents are not satisfied with the mileage of the Hyundai. The remaining 7% respondents are neither satisfied nor dissatisfied with the same.

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6) RIDING COMFORT

Interpretation: Of the total respondents, 38% respondents are highly satisfied and 35% respondents are satisfied while 15% respondents are not satisfied with the riding comfort of the Hyundai. The remaining 12% respondents are neither satisfied nor dissatisfied with the same.

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7) COLOR

Interpretation: In case of color of the Hyundai car, 71% respondents are satisfied while 16% are dissatisfied. The remaining respondents showed a neutral response.

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8) BRAND REPUTATION

Interpretation: Most of the respondents (72%) are satisfied with the brand image of Hyundai while only 17% are dissatisfied. The remaining respondents show a neutral response towards the brand image of Hyundai.

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9) AVAILABILITY

Interpretation: Of the total respondents, 32% respondents are highly satisfied and 42% respondents are satisfied while 15% respondents are not satisfied with the availability of the Hyundai. The remaining 11% respondents are neither satisfied nor dissatisfied with the same.

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10) PICKUP

Interpretation: Most of the respondents (72%) are satisfied with the pickup of Hyundai while only 18% are dissatisfied. The remaining 25% respondents show a neutral response towards the pickup of Hyundai.

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11) SOCIAL STATUS

Interpretation: Of the total respondents, 48% respondents are highly satisfied and 32% respondents are satisfied while 13% respondents are not satisfied with the social status of the Hyundai. The remaining 7% respondents are neither satisfied nor dissatisfied with the same.

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12) ENGINE PERFORMANCE

Interpretation: Of the total respondents, 38% respondents are highly satisfied and 41% respondents are satisfied while 12% respondents are not satisfied with the engine performance of the Hyundai. The remaining 7% respondents are neither satisfied nor dissatisfied with the same.

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13) SERVICE QUALITY

Interpretation: From the above graph 47% respondents are neither satisfied nor dissatisfied with the service quality of Hyundai car while 22% are satisfied and 31% are dissatisfied.

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14) COMPONENTS AVAILABILITY

Interpretation: Of the total respondents, 28% respondents are highly satisfied and 37% respondents are satisfied while 21% respondents are not satisfied with the components availability of the Hyundai. The remaining 14% respondents are neither satisfied nor dissatisfied with the same.

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15) SEATING COMFORT

Interpretation: From the above graph most of the respondents (72%) satisfied with the seating comfort of the Hyundai cars. 17% of the respondents are dissatisfied and also 11% are neither satisfied nor dissatisfied with the same.

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16) DESIGN

Interpretation: From the above graph most of the respondents (67%) satisfied with the design of the Hyundai cars. 20% of the respondents are dissatisfied and also 13% are neither satisfied nor dissatisfied with the same.

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9. Give rating the following offers that attract you most for purchasing Hyundai. Mark 5 if it is highly attractive Mark 4 if it is attractive Mark 3 if it is average Mark 2 if it is poor Mark 1 if it is not at all attractive
1) Festival offer

2) Exchange offer 5) Other offers

3) Special gift

4) Cash discount

Interpretation: From the above graph it is clear that most of the respondents are attracted with the festival offer, exchange offer and cash discount provided by the Hyundai car. Some of the respondents are average and poor attracted with the same and few respondents show not at all attractive response. 75% respondents (Highly attracted 37%, Attracted 43%) are attracted with the festival offer while only 22% are (average 15%, poor 7%) and 3% respondents are not at attractive. 66% respondents (Highly attracted 29%, Attracted 37%) are attracted with the Exchange offer while only 29% are (average 18%, poor 11%) and 5% respondents are not at attractive. 66% respondents (Highly attracted 27%, Attracted 39%) are attracted with the festival offer while only 27% are (average 15%,S poor 12%) and 7% respondents are not at attractive.
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 Special gift Other offers

Interpretation: Most of the respondents (43%) are average attracted with the festival offer of Hyundai while only 28% are (poor 19%, not attractive 9%) poor. The remaining respondents 29% (highly attractive 13%, attractive 16%) show attractiveness of the festival offers of Hyundai. Coming to the exchange offer by the Hyundai, (43%) are average attracted while only 26% are (poor 13%, not attractive 13%) poor. The remaining respondents 26% (highly attractive 12%, attractive 14%) show attractiveness of the exchange offer of Hyundai.

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10. How far do you agree that Hyundai gives value for your money? a. Strongly agree d. Disagree b. Agree c. Neither agree nor disagree

e. Strongly disagree

Interpretation: It is observed from the above graph, that majority of the respondents 77 (31 strongly agree and 46 agree) agree that the Hyundai gives value for your money while only 4 disagree in which 3 strongly disagree with the above statement.

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11. Considering all the above factors rate your overall satisfaction on Hyudai a. Highly satisfied d. Dissatisfied b. satisfied e. highly dissatisfied c. Neutral

Interpretation: From the above graph, majority of the respondents 74 respondents (35 strongly agree and 39 partially) agree with the overall satisfaction on Hyundai.

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DATA ANALYSIS Price * Overall satisfaction Chi-Square Tests Asymp. Sig. (2Pearson Chi-Square Likelihood Ratio Linear-by-Linear Value 16.266a 17.449 2.303 df 12 12 1 sided) .019 .133 .129

Association N of Valid Cases 100 a. 13 cells (65.0%) have expected count less than 5. The minimum expected count is .84. Less maintenance * Overall satisfaction Chi-Square Tests Asymp. Sig. (2Pearson Chi-Square Likelihood Ratio Linear-by-Linear Value 14.244a 17.470 .270 df 12 12 1 sided) .285 .133 .603

Association N of Valid Cases 100 a. 13 cells (65.0%) have expected count less than 5. The minimum expected count is .98.

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Style * Overall satisfaction Chi-Square Tests Asymp. Sig. (2Pearson Chi-Square Likelihood Ratio Linear-by-Linear Value 7.644a 8.160 .305 df 12 12 1 sided) .012 .073 .581

Association N of Valid Cases 100 a. 13 cells (65.0%) have expected count less than 5. The minimum expected count is 1.12. Durability * Overall satisfaction Chi-Square Tests Asymp. Sig. (2Pearson Chi-Square Likelihood Ratio Linear-by-Linear Value 17.158a 20.141 2.378 df 12 12 1 sided) .144 .064 .123

Association N of Valid Cases 100 a. 12 cells (60.0%) have expected count less than 5. The minimum expected count is .56.

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Mileage * Overall satisfaction Chi-Square Tests Asymp. Sig. (2Pearson Chi-Square Likelihood Ratio Linear-by-Linear Value 8.155a 9.307 .147 df 12 12 1 sided) .773 .676 .702

Association N of Valid Cases 100 a. 12 cells (60.0%) have expected count less than 5. The minimum expected count is .42. Easy driving * Overall satisfaction Chi-Square Tests Asymp. Sig. (2Pearson Chi-Square Likelihood Ratio Linear-by-Linear Value 25.353a 22.162 6.984 df 12 12 1 sided) .013 .036 .008

Association N of Valid Cases 100 a. 13 cells (65.0%) have expected count less than 5. The minimum expected count is .84.

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Color * Overall satisfaction Chi-Square Tests Asymp. Sig. (2Pearson Chi-Square Likelihood Ratio Linear-by-Linear Value 18.968a 22.471 1.132 df 12 12 1 sided) .089 .033 .287

Association N of Valid Cases 100 a. 12 cells (60.0%) have expected count less than 5. The minimum expected count is .98. Brand reputation * Overall satisfaction Chi-Square Tests Asymp. Sig. (2Pearson Chi-Square Likelihood Ratio Linear-by-Linear Value 8.555a 7.779 1.228 df 12 12 1 sided) .040 .082 .268

Association N of Valid Cases 100 a. 12 cells (60.0%) have expected count less than 5. The minimum expected count is 1.12.

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Availability * Overall satisfaction Chi-Square Tests Asymp. Sig. (2Pearson Chi-Square Likelihood Ratio Linear-by-Linear Value 11.205a 12.301 .108 df 12 12 1 sided) .011 .122 .743

Association N of Valid Cases 100 a. 13 cells (65.0%) have expected count less than 5. The minimum expected count is .56. Pickup * Overall satisfaction Chi-Square Tests Asymp. Sig. (2Pearson Chi-Square Likelihood Ratio Linear-by-Linear Value 13.007a 14.284 1.221 df 12 12 1 sided) .039 .283 .269

Association N of Valid Cases 100 a. 11 cells (55.0%) have expected count less than 5. The minimum expected count is .56.

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Social status * Overall satisfaction Chi-Square Tests Asymp. Sig. (2Pearson Chi-Square Likelihood Ratio Linear-by-Linear Value 13.954a 17.305 .063 df 12 12 1 sided) .304 .138 .802

Association N of Valid Cases 100 a. 13 cells (65.0%) have expected count less than 5. The minimum expected count is .56.

Engine performance * Overall satisfaction Chi-Square Tests Asymp. Sig. (2Pearson Chi-Square Likelihood Ratio Linear-by-Linear Value 14.152a 12.901 5.927 df 12 12 1 sided) .021 .076 .015

Association N of Valid Cases 100 a. 12 cells (60.0%) have expected count less than 5. The minimum expected count is .42.

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Service quality * Overall satisfaction Chi-Square Tests Asymp. Sig. (2Pearson Chi-Square Likelihood Ratio Linear-by-Linear Value 13.824a 16.178 .003 df 12 12 1 sided) .312 .183 .955

Association N of Valid Cases 100 a. 13 cells (65.0%) have expected count less than 5. The minimum expected count is .84. Components availability * Overall satisfaction Chi-Square Tests Asymp. Sig. (2Pearson Chi-Square Likelihood Ratio Linear-by-Linear Value 8.959a 10.576 .002 df 12 12 1 sided) .706 .566 .962

Association N of Valid Cases 100 a. 12 cells (60.0%) have expected count less than 5. The minimum expected count is 1.40.

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Seating comfort * Overall satisfaction Chi-Square Tests Asymp. Sig. (2Pearson Chi-Square Likelihood Ratio Linear-by-Linear Value 4.461a 4.893 .686 df 12 12 1 sided) .014 .261 .408

Association N of Valid Cases 100 a. 13 cells (65.0%) have expected count less than 5. The minimum expected count is .84.

Design * Overall satisfaction Chi-Square Tests Asymp. Sig. (2Pearson Chi-Square Likelihood Ratio Linear-by-Linear Value 11.592a 13.821 2.145 df 12 12 1 sided) .049 .312 .143

Association N of Valid Cases 100 a. 12 cells (60.0%) have expected count less than 5. The minimum expected count is .84.

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From the above chi- square analysis the factors like Price, Style, Easy driving , Brand reputation, , Pickup, Engine performance , Seating comfort and Design of Hyundai show Pearson Chi- square value less than 0.05. Therefore the null hypothesis is rejected which proves that these variables have significant impact on the satisfaction of Hyundai. Remaining variables like Less maintenance, Durability, Mileage, Color ,Social status ,Service quality and Components availability show Pearson chi-square value greater than 0.05. Therefore the null hypothesis is accepted which proves that these variables do not have significant impact on the satisfaction of Hyundai. Hypothesis: Null hypothesis: Customers are not satisfied with the price, design, brand reputation, seating comfort and style of Hyundai. Alternative hypothesis: customers are satisfied with the price, brand reputation and style of Hyundai. The variables like price, design, brand reputation, seating comfort and style are showing the pearson chi-square value less than 0.05. So the alternative hypothesis is accepted. Hence we can conclude that customers are satisfied with the price, brand reputation and style of Hyundai. Null Hypothesis: Customers are not satisfied with the Mileage, service quality, Color and availability of components of Hyundai. Alternative Hypothesis: Customers are satisfied with the Mileage, service quality, Color and availability of components of Hyundai. Mileage, service quality, colour and availability of components are showing significance value greater than 0.05. That means these are the areas where customers are not satisfied with Hyundai. Hence null hypothesis is accepted. Null Hypothesis: Customers are not satisfied with the easy driving, pickup and engine performance of Hyundai.

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Alternative Hypothesis: Customers are not satisfied with the style, easy driving, pickup and engine performance of Hyundai. Customers are satisfied with the driving easiness, pickup and engine performance of Hyundai. It is obviously proved by observing the significance value of these variables which is less than 0.05. Null Hypothesis: Customers are not satisfied with the durability and social status of the Hyundai. Alternative Hypothesis: Customers are satisfied with the durability and social status of the Hyundai. Both the variables have pearson significance value greater than 0.05. That means customers are not satisfied with the durability and social status of the Hyundai. Hence null hypothesis is accepted.

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Factor Analysis Total Variance Explained Extraction Sums of Squared Initial Eigenvalues % of Cumulative Loadings % of Cumulative % 10.574 20.156 29.101 37.905 45.864 53.063 59.959 66.508 Rotation Sums of Squared Loadings % of Cumulative Total Variance 1.451 9.068 1.428 8.925 1.399 8.744 1.345 8.405 1.308 8.174 1.306 8.159 1.289 8.054 1.116 6.978 % 9.068 17.994 26.738 35.143 43.317 51.476 59.530 66.508

Component Total Variance % Total Variance 1 1.692 10.574 10.574 1.692 10.574 2 1.533 9.582 20.156 1.533 9.582 3 1.431 8.945 29.101 1.431 8.945 4 1.409 8.804 37.905 1.409 8.804 5 1.273 7.958 45.864 1.273 7.958 6 1.152 7.200 53.063 1.152 7.200 7 1.103 6.896 59.959 1.103 6.896 8 1.048 6.549 66.508 1.048 6.549 9 .949 5.930 72.439 10 .823 5.146 77.585 11 .721 4.504 82.089 12 .663 4.146 86.235 13 .623 3.895 90.130 14 .588 3.676 93.807 15 .516 3.223 97.030 16 .475 2.970 100.000 Extraction Method: Principal Component Analysis.

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Price Less maintenance Style Durability Mileage Easy driving Color Brand reputation Availability Pickup Social status Engine performance Service quality Components

1 .777 .717 .112 -.066 -.025 .047 .382 .011 -.329 .106 .017 .171 -.072 -.066

Rotated Component Matrixa Component 2 3 4 5 -.089 .118 -.121 -.062 .089 .014 .016 .234 .054 .016 .111 .876 .104 .173 .706 .159 .671 -.328 -.097 .064 .163 .354 -.684 .011 .339 .035 .397 -.362 .712 .244 .051 .022 .278 .371 .013 .340 .097 -.139 -.360 .244 -.151 -.070 .194 -.188 .158 .668 .059 -.201 .001 .013 .009 -.017 .332 -.034 .017 .039 .029 -.098 .077 .248

6 .110 -.057 -.049 .162 -.230 .112 -.054 .084 .365 .563 .780 -.060 -.031 .212 .249 -.123

7 .160 -.282 .053 .076 .098 .106 .204 -.166 .009 .047 .040 .078 .018 -.710 .751 -.084

8 -.066 -.033 -.010 -.095 -.155 -.135 .235 .106 .024 .214 -.156 -.144 .929 -.071 -.039 .178

availability Seating comfort -.087 .159 -.026 Design -.008 -.174 .672 Extraction Method: Principal Component Analysis. Rotation Method: Varimax with Kaiser Normalization. a. Rotation converged in 23 iterations.

The first step in interpreting the output is to look at the factors extracted, their Eigen values and the cumulative percentage of variance. We see from the Total variance explained table, 8 factors extracted together account for 66% of the total variance which means that if we dont consider the remaining 8 factors, only 34% variance is lost which does not affect the final outcome of the research. Next step is to interpret what these 6 factors represent. This can be done with the help of Rotated component matrix. Factor 1: Looking at rotated component matrix, the component 1 has highest loadings 0.777, 0.717. So component/ factor 1 is a combination of Price and less maintenance and it is named as cost & continuation.

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Factor2: we see that Mileage and brand reputation have highest loadings 0.671 and 0.712 under component2/ factor2. So factor 2 is a combination of these variables and it is named as Mileage and status of brand. Factor 3: Engine performance and Design have highest loadings 0.668 and 0.672 for factor 3. So factor 3 must be the combination of these 2 variables and it is named as Engine recital and Design Factor 4: Durability is the only variable which has highest value under component4. So these component/ factor 4 can be named as Durability Factor 5: Style is the only variable which has highest value 0.876. So Style is the apt name for this factor. Factor 6: Now for factor 6, we see that Social status has highest loading 0.780. As this variable stands for factor-6, the factor can be named by its own name Social Status Factor 7: Seating comfort is the only factor which has highest loading 0.751. So this variable can be named as seating comfort Factor 8: For factor 8, service quality is the suitable name. Because this is the only factor which has the highest value under component 8.

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FINDINGS: 1. Majority of the respondents are having their own car. 2. Most of the respondents came to know about Hyundai through News paper followed by TV advertisements and suggestions of friends. 3. For purchasing a new car, the respondents are buying it through loans. 4. Out of 100 respondents, 73% of them are dissatisfied with the price of the Hyundai while 14% are satisfied. The remaining 13% are neither satisfied nor dissatisfied with the price of Hyundai car.
5. Majority of the respondents feel that the maintenance cost of Hyundai is more as

compared to other competitors results them dissatisfied. Only few respondents feel satisfied.
6. The key features which made Hyundai successful are its style, toughness in the body,

Mileage, riding comfort and color. 7. Mileage is the one of the factor in purchasing the Hyundai car as majority of the respondents are satisfied with the mileage factor. 8. As Hyundai is a reputed company and having more branches than any other company the cars are available everywhere in the market.
9. The respondents are satisfied with the pickup, Engine performance, service quality

and components quality.

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SUGGESTIONS:1. The manufacturer of the Hyundai should consider the price factor by reducing the price of the car by informing the customer about the features compared with other motor cycles. 2. The management of Hyundai should make sure that the maintenance cost should be considered for improving their sales in the market. 3. It is suggested to the organization that the Hyundai should maintain the same features like Style, Toughness in the body, Mileage, Riding comfort, color, Brand Reputation in order to continue the good reputation in the market regarding the above mentioned features. 4. The pickup of the car should be improved in order to increase their sales in the competitive market. 5. In some areas there are no showrooms of Hyundai due to this some of the consumers are taking alternative decisions in purchasing. 6. Another important factor in preferring Hyundai is of the look which makes the consumers feel pride in the society. So the organization should maintain and if possible improve the look of Hyundai car in order to increase the sales in the market. 7. One of another factor which should consider is its service quality. The management should improve the service quality by increasing the workshops. 8. The organization should increase the offers and discounts in order to increase the sales at the time of festivals or specific seasons.

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Conclusion: The study on customer buying behavior & satisfaction level for Hyundai was undertaken with an objective to know about the consumer behavior for purchase of Hyundai cars and the market position of Hyundai cars. This study has been made to find the level of satisfaction the customer has regarding the service provider by Hyundai cars. The study confines the customer buying behavior and demand into the minds of customer because always customers say something and does something. The study was done in Hyderabad city. The primary data is collected by using the questionnaires. The questionnaires are distributed to the respondents and the collected information is used for the interpretation and the analysis. The secondary sources of data include data from magazines, Internet, Books, and various marketing journals like Marketing Master Mind. The Hypothesis of the study was framed based on the factors like engine performance, pickup, mileage, availability of components, riding and seating comfort, price, brand image and design. From the study it was found that the customers came to know about the Hyundai through News paper followed by TV advertisements and suggestions of friends. They are satisfied with the style, toughness in the body, mileage, riding comfort and color of Hyundai. They are not satisfied with the price of Hyundai compared with other companies. They are also not much satisfied with the pickup, Engine performance, service quality and components quality. It is suggested to the management to maintain the same features in future also like its style, toughness in the body, Mileage, Riding comfort and color. But the cost factor and maintenance of Hyundai car is more when compared with other cars. The management should consider this factor into consideration by reducing the cost of the car. Overall, the customers are very satisfied with the each and every feature in the Hyundai car.

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BIBLIOGRAPHY: Loudon , Consumer Behavior: Concepts And Applications, Tata McGraw-Hill Education, 01-Nov-2001 Evans, Jamal, Foxall, Consumer behavior, John Wiley & Sons, 12-Sep-2007
1. R. Panneerselvam, Research Methodology, PHI Learning Pvt. Ltd., 01-Oct-2004

WEBSITES: http://www.businessdictionary.com/definition/consumer-buying-behavior.html http://www.hyundai.com/in/en/main/ http://business.mapsofindia.com/automobile/

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Annexure Questionnaire Demographics: i) Age:____________ a. 15-25yrs a. Male b. 25-35yrs b. Female c. 35-45yrs d. Above 45yrs ii) Gender____________________ iii) Residence___________________ iv) Qualification__________ a. Undergraduateb. Graduate v) Occupation____________ a. Student a. Below 1 d. 3-5 b. House wife b. 1-2 e. 5-8 c. Employee c. 2-3 f. Above 8 d. Business vi) Annual income (in lakhs)______________ c. Post Graduate d. Others

2. Do you have own car? c. Yes d. No 2. If yes than, which company car do you have at present? Company ____________________ 3. Which medium do you refer to purchasing car? a. News paper b. TV advertisement c. Friends d. others 4. Do you think advertisements create more awareness of showroom and bikes? a. Yes b. NO

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c. Cant Say 5. Who is decision maker for purchasing bike in your family? a. Father b. Mother c. Self d. other 6. How do you purchase bike? a. By cash b. By Loan

7. Give your satisfaction levels for the following attributes in Hero Honda motorcycle? Tick for 5 if you are highly satisfied Tick for 4 if you are satisfied Tick for 3 if you are neither satisfied nor dissatisfied Tick for 2 if you are dissatisfied Tick for 1 if you are highly dissatisfied Attributes Price Less maintenance Style Durability Mileage Riding comfort Color Brand reputation Availability Pickup Social status Engine performance Service quality Components availability Seating comfort Design Value for money 5 4 3 2 1

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9. Give rating the following offers that attract you most for purchasing Hyundai. Attributes Festival offer Exchange offer Special gift Cash discount Other offers Highly attractive Attractive Average Poor Not at all

10. considering all the above factors rate your overall satisfaction on Hyudai a. Highly satisfied d. Dissatisfied 11. Give your suggestion if any: _____________________________________________________________________________ ____________________________________________________________________________ b. satisfied e. highly dissatisfied c. Neutral

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