BRAND IMAGE OF HYUNDAI

Dept. of Mgmt.

2010 - 11

S.J.D.C

BRAND IMAGE OF HYUNDAI

2010 - 11

CONTENTS
ABSTRACT
CHAPTER-1

INTRODUCTION
INDUSTRY PROFILE
COMPANY PROFILE
PRODUCT PROFILE

CHAPTER-2

THEORITICALBACKGROUND
OF CONSUMER ATTITUDE

CHAPTER-3

NEED OF THE STUDY

OBJECTIVES
RESEARCH METHODOLOGY
LIMITATIONS

CHAPTER-4

ANALYSIS OF DATA
SWOT ANALYSIS

CHAPTER-5

FINDINGS
SUGGESTIONS

CHAPTER-6

QUESTIONNAIRE
BIBLIOGRAPHY

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BRAND IMAGE OF HYUNDAI

2010 - 11
ABSTRACT

Research is common mans language refers to search for knowledge. One can also
define research as a scientific and systematic search for patient information on a specific
topic infact research is an out of scientific investigation . research is done to gain familiar
with a phenomenon/event/product/service or to determine the frequency with something
occurs with which is associated with something else., or to test a hypothesis of a casual
relationship between variables.
In short customer satisfaction research is the objective and formal process
systematically obtaining , analyzing and interpretation the date for actionable decision
making in brand image towards HYUNDAI . The basic objective of the study is to
analyze the brand image towards HYUNDAI brand cars in kurnool dist which is in A.P.
research was carried out in kurnool dist. Customers were main target for this study.
This study main deals about the HYUNDAI cars data is collected . data is required
tabulation at end of the study of the necessary suggestion are given to company to improve
their standards have better report with customers .

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BRAND IMAGE OF HYUNDAI

2010 - 11

Chapter 1
Introduction
Industry profile
Company Profile
Product Profile

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BRAND IMAGE OF HYUNDAI

2010 - 11
INTRODUCTION

The Demand for four wheelers in India is dependent upon factors like increase in
income levels, availability of finance, restricted growth in public transportation &
movement in petrol, diesel prices.
Four- Wheelers are distinguished on difference lectors for different consumer
segments. For example high- powered four-wheelers have a niche market as recuing /
sporting vehicle & have a special appeal to gangsters. Fuel affiances & low maintenance
line urbanites. The lower & end of the market looks for durability, value for money & higher
resale value.
The four wheelers is being increasing used by bachelors in urban areas & by rural
folk as a study means of personal transportation bigger wheels, better road grip, higher
ground clearance, power, fuel efficiency, low maintenance casts are the major attraction of
this segment.
However, the youngsters / bachelors, who want to asst themselves in their friend
circle & want to make a statement about their young personality are purchasing highpowered cars.
The middle age persons & job holders are mostly buying Hyundai. In fact, middle
age persons are going for cars for their good average & speed.
The market expects sales usually pick up during the festival season, when the
companies offer some discounts or free gifts. Despite increasing heat of the competition, the
Hyundai is still trying to hold the 1000 C.C market through santro & i10 models.
The dealers say that the Hyundai are more preferred by educated urban youth &
executives. The customer say that the manufacturers would have to share the profit with
consumers, instead of just relying on advertising campaign.
Style & Economy offered by the car manufacturing companies is what has given a
fillip to the segment. With this, the market today is witnessing the entry of a large member
of innovative models, the latest ones being i20 by Hyundai, fiesta by ford & various others.
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Today four wheeler market is dynamic & demand for change has compelled
manufacturers to do constant research & development of new models with style, Look &
features to meet the expectations of the buyers.
It is primarily those between age gaps 20 years & 40 years who from the major used
segment for cars. Preferences difference a majority voting for looks.
Hyundai holds good market share has two best sellers- Santro, & account that have
captured the market for quite long, once again due to looks & fuel economy. Other popular
car by company are i10 a hot favorite because of the style, look & fuel economy.
Users share similar views. Who is passionate about cars thinks that while for
bachelors it is primarily looks which matter, once one get experienced, the importance of
control , acceleration & long side comfort and to extent looks are equally important.
Marketing is one of the term in academia that does not have one commonly agreed up
on definition . even after a better part of century the debate continues .in a nutshell it
consists of the social and managerial processes by which products, services & value are
exchanged in order to fulfill individuals or groups needs and wants .these processes
include, but are not limited to advertising.
Brand image is a business term in which is used to capture idea of measuring brand
image by how satisfied enterprises customers or with the organization efforts in a
marketplace.
With reasonable review of literature a through work in studying the effective
functioning of brand image in Hyundai motors is felt necessary . in the explained
circumstances brand image towards Hyundai motors is chosen for study in kun united
motors , kurnool, Andhra Pradesh

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2010 - 11
INDUSTRY PROFILE

India Automobile Industry:

A well developed transport network indicates a well developed economy. For
rapid development a well-developed and well knit transportation system is essential. As
Indias transport network is developing at a fast pace, Automobile Industry is growing too.
Also, the industry has strong backward and forward linkages and hence provides
employment to a large section of the population. Thus the role of Automobile industry
cannot be overlooked in Indian Economy. /all kinds of vehicles are produced by the
Automobile Industry. It includes the manufacture of trucks, buses, passenger cars, defense
vehicles, two wheelers, etc. The industry can be broadly divided into the Car manufacturing,
two wheeler manufacturing and heavy vehicle manufacturing units.

The Automotive industry in India is one of the largest in the world and one of
the fastest growing globally. India manufactures over 11 million vehicles (including 2
wheeled and 4 wheeled) and exports about 1.5 million every year. It is the world's second
largest manufacturer of motorcycles, with annual sales exceeding 8.5 million in 2009.
India's passenger car and commercial vehicle manufacturing industry is the seventh largest
in the world, with an annual production of more than 2.6 million units in 2009. In 2009,
India emerged as Asia's fourth largest exporter of passenger cars, behind Japan, South Korea
and Thailand.

As of 2009, India is home to 40 million passenger vehicles and more than 2.6
million cars were sold in India in 2009 (an increase of 26%), making the country the second
fastest growing automobile market in the world. According to the Society of Indian
Automobile Manufacturers, annual car sales are projected to increase up to 5 million
vehicles by 2015 and more than 9 million by 2020. By 2050, the country is expected to top
the world in car volumes with approximately 611 million vehicles on the nation's roads.
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A chunk of India's car manufacturing industry is based in and around the city
of Chennai, also known as the "Detroit of India". with the Indian city accounting for 60 per
cent of the country's automotive exports. Gurgaon and Manesar near New Delhi are hubs
where all of the Maruti Suzuki cars in India are manufactured. The Chakan corridor near
Pune, Maharashtra is another vehicular production hub with General Motors, Volkswagen/
Skoda, Mahindra and Mahindra, Tata Motors in the process of setting up or already set up
facilities. Ahmedabad with Tata Motors Nano plant and Halol with General Motors in
Gujarat, Aurangabad in Maharashtra, Kolkatta in West Bengal are some of the other
automotive manufacturing regions around the country.

Following economic liberalization in India in 1991, the Indian automotive

industry has demonstrated sustained growth as a result of increased competitiveness and
relaxed restrictions. Several Indian automobile manufacturers such as Tata Motors, Maruti
Suzuki and Mahindra and Mahindra, expanded their domestic and international operations.
India's robust economic growth led to the further expansion of its domestic automobile
market which has attracted significant India-specific investment by multinational
automobile manufacturers. In February 2009, monthly sales of passenger cars in India
exceeded 100,000 units and has since grown rapidly to a record monthly high of 182,992
units in October 2009. From 2003 to 2010, car sales in India have progressed at a CAGR of
13.7%, and with only 10% of Indian households owning a car in 2009 (whereas this figure
reaches 80% in Switzerland for example) this progression is unlikely to stop in the coming
decade. Congestion of Indian roads, more than market demand, will likely be the limiting
factor.

The first car ran on India's roads in 1897. Until the 1930s, cars were imported
directly. Embryonic automotive industry emerged in India in the 1940s. Following the
independence, in 1947, the Government of India and the private sector launched efforts to
create an automotive component manufacturing industry to supply to the automobile
industry. However, the growth was relatively slow in the 1950s and 1960s due to
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2010 - 11

nationalization and the license raj which hampered the Indian private sector. After 1970, the
automotive industry started to grow, but the growth was mainly driven by tractors,
commercial vehicles and scooters. Cars were still a major luxury. Japanese manufacturers
entered the Indian market ultimately leading to the establishment of Maruti Udyog. A
number of foreign firms initiated joint ventures with Indian companies.

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

building motorcycles and light commercial-vehicles. It was at this time that the Indian
government chose Suzuki for its joint-venture to manufacture small cars. Following the
economic liberalisation in 1991 and the gradual weakening of the license raj, a number of
Indian and multi-national car companies launched operations. Since then, automotive
component and automobile manufacturing growth has accelerated to meet domestic and
export demands.

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BRAND IMAGE OF HYUNDAI

2010 - 11

COMPANY PROFILE OF HYUNDAI

Hyundai a name ot be reckoned in the world Automobile industry is Koreas number one
automaker, Hyundai has established an enviable record for growth both in quantitative and
qualitative terms transforming itself from a domestically oriented manufacture into a global
player and leading contributor to Koreas economic and industrial development. Hyundai
Motor Company (HMC) was born out of the Hyundai Business group, the nations largest
conglomerate with the purpose of entering the automobile industry to meet the growing
domestic demand for cars. Since then, HMC has played a major role in providing
transportation to further Koreas economics growth and prosperity.
Entry of Hyundai Motor Company in the Indian Market.
Hyundai established its presence in India by opening a subsidiary called Hyundai Motor
India Limited with a total investment of US$ 614 Millions. The Hyundai project is the
largest to be made by an MNC in the automobile sector. The plant near Chennai, in the state
of Tamil Nadu is the largest manufacturing plant of Hyundai motors outside Korea and
contains nearly all facilities necessary for a self sufficient manufacturing and production site
for developing cars. This assembly plant not only boasts it sown assembly facilities but also
a R&D center, a performance experimenting and testing center, and a driving testing ground.
As such, the India plant represents a family type combined automobile assembly facilities
but also a R&D center, a performance experimenting and testing center, and a driving
testing ground. As such, the India plant represents a family-type combined automobile
assembly facility, capable of all production processes,
Research and development, testing of products, marketing for sales and provision of after
sale service in India.
In 1997, Hyundai Motor India Limited launched Santro. Santro was introduced in three
different models having varying features. Santro was a runaway success in the India market
and became famous as the Tall Boy car. It topped the volumes year after year in its segment.

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Ideology and Environment at Hyundai:

A management motto at Hyundai is Customer first, best in technology, best in quality and
best value for human beings. Hyundai as a company is dedicated to create new value for its
customers, Hyundai Motor Companys target is to care for the environment and devote
attention to the future of our children and their ability to inhabit a clean, pollution managed
world. Hyundai believes that they have achieved the current status as a world-class company
by faithfully enforcing seven management principles and creating an atmosphere where by
each and every member of the company is able to work for the benefit of common future. As
a result, Hyundai motor company is committed to its social responsibilities as it fulfills its
mission with dedication and strength of purpose.
Goal of Hyundai-To build the worlds best quality cars
About 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 16 variants of passenger cars in six segments. The Santro in
the B segment, Getz 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 Suburban
Utility Vehicle 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 manufacturing plant
near Chennai boats 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 HMILs total production capacity to 600,000 units per annum by
end of 2007.
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2010 - 11

HMIL is investing to expand capacity in line with its positioning as HMCs global export
hub for compact cars. Apart from expansion of production capacity, HMIL plants to expand
its dealer network, which will be increased from 183 to 250
This year. And with the companys greater focus on the quality of its after sales service.
HMILs service network will be expanded to around 1,000 in 2007.
This year 2006 has been a significant year for Hyundai Motor India. It achieved a significant
milestone by rolling out the fastest 300,000th export car, Hyundai exports to over 65
countries globally; even as it plans to continue its thrust in existing export markets, it is
gearing up to step up its foray into new markets. The year just ended also saw Hyundai
Motor India attain other milestones such as the launch of the Verna and yet another pathbreaking record in its yound journey by rolling out the fastest 10,00,000th car.
The Hyundai Verna has bagged some of the most prestigious awards starting with the
overdrive Car of the Year 2007, CNBC-TV 18 Autocar Best Value for Money Car 2007
and performance Car of the Year 2007, from Business Standard Motoring.
In 2006 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.
Last year i10 awarded car year by CNBC TV18 Autocar auto awards.i20 launched In
paris motor show and display of I drive to paris cars.
HMIL has also been awarded the benchmark ISO 14001 certification for its
sustainable environment management practices.

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BRAND IMAGE OF HYUNDAI

2010 - 11

PRODUCT PROFILE
Products rolling out of Hyundai Motor India Ltd.
The products that come out of the Hyundai Motors desk are
1.

Santro Xing

5. Getz

2.

Accent

6. Tucson

3.

Sonata

7. i20

4. i10
Santro Zing is a small segment car, with four different versions, and is priced between 3.38
lakhs to 4.32 lakhs. The four versions are named.
1.

Santro Xing XE

2.

Santro Xing XT

3.

Santro Xing XG

4.

Santro Xing XS

Accent is medium-sized car coming in six different versions, and is priced between 5.63
Laksh to 7 Lakhs. The six versions are named.
1.

Accent CRDI

2.

Accent GVS

3.

Accent GLX

4.

Accent GLS

5.

Accent GPX Tornado

6.

Accent VIVA 5-door petrol.

Sonata is a luxury car priced between 14 Lakhs to 18 Lakhs.

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BRAND IMAGE OF HYUNDAI

2010 - 11

MISSION AND VISSION :

Today Hyundai Motors is the Indias largest automobile Company.This
fact achieved by the misssionary zeal of our employees across the lime and the
farsighted vision of our management.

COMPANY MISSION :
To provide a wide range of modern high quality of fuel efficient vehicles
in order to meet the need of different customers both in domestic and export markets.

COMPANY VISSION :
We must be an internationally competitive company in terms of our
products and services. We must retain our leadership in India and should also aspire to be
among the global players.

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BRAND IMAGE OF HYUNDAI

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Chapter 2
Theoretical Background of
Brand Image

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BRAND IMAGE:
Brand image is the set of associations linked to the brand that consumers hold in memory.
Consumer loyalty is associated with positive brand image and they are willing to search for
their preferred brand.7
-K.L.KELER
Brand image can be defined as perceptions about a brand as reflected by the associations
held in consumer memory. It can also be conceptualized as culture of attributes and
association that consumers connect to the brand name.8
-HARSH.V.
VERMA
(Advertising) the set of emotional and sensory inputs a consumer associates with a particular
product or service in their episodic memory system.14
-Noun
"Brands not only furnish the environment in which I live, but they also enrobe me, and by
doing so, help define who I am. They help me define who I am not: if I were to tell you
which brands I avoid, you would learn still more about me.15

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INTRODUCTION
Marketing:
The American Marketing Association (AMA) states Marketing is the activity, set of
institutions and process for creating communication delivering and exchanging offerings
that have value for customers and clients, partners & society at large.1
-AMA
Marketing Management is a discipline focused on the practical application of a firms
marketing resources and activities. Marketing is the social process by which individuals and
groups obtain what they need & want through creating & exchanging products and value with
others.2
-KOTLER
Marketing is a phenomenon brought about by the pressures of mass production and increased
spending power.3
-V.S. RAMA SWAMY& NAMA KUMARI

Marketing is the process of planning& executing the conception, pricing, promotion &
distribution of ideas, goods, services, organization & events to create and maintain
relationship that will satisfy individual & organizational objectives.
-BOONE & KENTZ (1998)
Marketing is the management process that identifies anticipates & satisfies customer
requirements profitably.
-THE CHARTERED INSTITUTION OF MARKETING
(CIM)

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BRAND IMAGE OF HYUNDAI

2010 - 11

Marketing is the process where by society, to supply its consumption needs, evolves
distributive systems composed of participants, who interacting under constraints-technical
(economic) & ethical (social) - create the transactions or flows which marketing separations &
result in exchange & consumption
BRAND:
A brand is a name, term symbol or design, or a combination of them which is intended to
identify the goods or services of one seller or group of sellers and to differentiate them from
those of the competitors.
A brand name is a part of a brand consisting of a word, letter, and group of words or letters to
identify the goods or services of a seller or a group of sellers and to differentiate them from
those of the competitors. 6
-AMA
According to David Ogilvy, a brand is the consumers idea of a product.
A brand plays an important role in improving and maintaining product quality. It also helps
in better dissemination of product knowledge which can contribute to scientific and rational
decision-marking. Branding is a means of product identification. Brand makes recall easier.
Branding gives greater bargaining power to the manufacturer with the dealers. Branded
products are sold at a higher price than unbranded ones. Strong brands offer a platform for
brand extension and they have more leverage with trade.

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BRAND IMAGE OF HYUNDAI

2010 - 11

WHAT IS A BRAND?
A brand is a name, term, sign, symbol or design, or a combination of them, intended to
identify the goods or services of one sellers or group of sellers and to differentiate them from
those of competitors.
Branding is a major issue in product strategy. On the one hand, developing a branded product
requires a great deal of long-term, especially for advertising, promotion, and packaging. Many
Brand oriented companies subcontract manufacturing to other companies.
A Brand is essentially a seller's promise to deliver a specific set of , 'features,' benefits, and
services consistently to' the buyers. The best brands convey a warranty of quality. But a brand
is an ever most' complex symbol. It can convey unto six levels of meaning:
1.

Attributes: A brand brings to mind certain attributes. Hyundai suggests well-

built, well-engineered, low maintenance, prestigious vehicles.

2.

Benefits: Attributes must be translated into functional and emotional benefits.

The attributes "durable" could translate in to, the functional benefit "I won't have to
buy another car for several years." The attribute "expensive translates into the
emotional benefit "The car makes me feel important and admired".

3.

Values: the brand also says something about the producer's values, Hyundai

stands for high performance, safety and comfort.

4. Culture: the Brand may represent a certain culture. The Hyundai represents
Indian culture: Organizer efficient, high quality

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BRAND IMAGE OF HYUNDAI

2010 - 11

BRAND NAME DECISION

Manufacturers who brand their products face further choices.
Four-brand-name strategies -are used:
1. Individual Brand names
The individual brand names strategy permits the firm to search for the best name for each new
product. A new name permits the building of new excitement & conviction.
2. A Blanket family name for all products:
The development cost is loss because there is nc need for "name" research or for heavy
advertising .expenditures to create brand-name recognition.
3. Separate family names for all products:
When a company produces quite different products, it is not desirable to use one blanket
family name. So, the company is needed to develop separate family names for all products.
4. Company trade name combined with individual product names:
The company name legitimizes & the individual name individualizes the new product. This is
the reason why some manufacturers tie their company name with an individuals brand
name for each product.
Desired Qualities for a Brand name
1. It should suggest something about the products benefits.
2. It should suggest product qualities such as action or color.
3. It should be easy to pronounce, Recognize and Remember.
4. It should be distinctive.
5. Personality: The Brand can project a: certain personality.
6. User: The brand suggests thee kind of consumer. Who buys or uses the product.
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BRAND IMAGE OF HYUNDAI

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Chapter 3
Need of the Study
Objectives
Research Methodology
Limitations

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Need for the study

The first decision if any company is to develop a brand name to its product. A brand
name makes it easier for the seller to process order and track down problems. The sellers
brand name trademark provides legal protection of unique product features which would
otherwise be copied by competitors. This is the reason why companies focus on its brand
image. Way a branding helps in building the corporate image is to be well utilized by a
company. By carrying the companies name they help advertise the quality and size of the
company.

Branding gives the seller the opportunity to attract a loyal and profitable set of
customers. That is why a company is needed to study or developed the research programs
regarding its brand and the image it created in the customers mind.

Customers consider various factors for purchasing a car. The factors they consider
are based on certain demographic variables such as income, age, occupation etc. It also
depends on the attitudes and lifestyle of the customer. A study to find and evaluate those
factors that really influence customers buying behavior becomes essential to get a
competitive edge.

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OBJECTIVES :

To determine the effectiveness of sales promotional

activities and advertising by the company for Hyundai
motors.

To know the market effectiveness of Hyundai Motors.

To know the awareness of Hyundai Motors among rival.

To know about consumer reactions on performance

Of Hyundai Motors.

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BRAND IMAGE OF HYUNDAI

2010 - 11

RESEARCH METHODOLOGY
To manage the business well is to manage its future and to manage the future is to manage
information.
To collect the information, marketing research is to be done. Marketing research has been defined as
the systematic gathering, recording and analyzing of data about problems relating to marketing of
goods and services from producer to consumer.
-By American Marketing Association
Research Methodology refers to the various methods and techniques involved in the process of
research. The information required for the preparation of the report is collected through two
Sources viz;
1. Primary Data
2. Secondary Data

1. Primary Data:
The data collected for a purpose for a particular problem in original is known as Primary Data. It
consists of all the answers in first hand.
Sources of primary data:
The sources are divided into basically two types internal and external. Internal source analysis is
referred to as sales analyses. The external sources include the sales man, dealers and consumers.
On the basis of requirement the information is collected from anyone or all of the sources.
Methods of collecting Primary data:
The collection of information is referred to as primary method. There are various methods in
which primary data can be adopted and thus can be broadly classified as survey methods and
experimental methods.

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BRAND IMAGE OF HYUNDAI

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Survey methods:
The survey is a complex operation, which requires some technical Knowledge. Survey methods are
of personal character and depending on the information required there are six major types of
surveys.
Facts Survey - Collects only facts.
Opinion Survey Opinions in various problems are collected.
Attitude Survey Determines the attitudes of the consumers.
Future inventions Survey Used to find on discover future trends.
The Reason why Survey Seeks to determine why a person has done something to do something
in future.
Ones survey may contain several types since it may give several
and better kinds of
information. The various kinds of surveys are carried out through different methods. Usually three
general methods are used to conduct a survey.
2. Secondary Data:
The data collected from the public sources i.e., not originally
Collected for the first time is
called secondary data. Suppose we want to know the population of the city, we need not go house
to house to collect the same but can referred to the census report.

SAMPLING UNITS

1) Sampling unit

: Professionals, Common people and students are

Surveyed

2) Sampling Size

: 50

3) Sampling procedure : Stratified random sampling is used

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LIMITATIONS
The research has been conducted only in the kurnool city only. Some of the respondents
were intrested to give the opinions about the car.
The survey was conducted on the basis of questionnaire which is limited for 50 samples.
Due to recent releases in the market it is difficult to find out the accurate survey.
Consumers response was not upto the standard.
Results may be biased due to natural reluctance of the people towards surveys.

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BRAND IMAGE OF HYUNDAI

2010 - 11

Chapter 4
DATA ANALYSIS
&
SWOT ANALYSIS

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DATA ANALYSIS
TABLE 1:
1. Do you own Hyundai?

PARAMETRES

NO OF
RESPONDENTS

% OF
RESPONDENTS

YES

50

100%

NO

0%

ANALYSIS:
From the above table it is inferred that all respondents (100%) are having Hyundai
vehicles, no respondents (0%) are with out Hyundai vehicle.
INTERPRETATION:
From the above analysis it is found that all respondents have Hyundai vehicle.

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FIGURE 1:

1. DO U OWN HYUNDAI

Table 2:

2. How did you come to know about Hyundai?

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SOURCE

NO OF RESPONDENTS

PERCENTAGE

SALESMAN

6%

ADVERTISING

29

58%

FRIENDS/RELATIVES

17

34%

OTHERSOURCES

2%

TOTAL

50

100%

ANALYSIS:

From the table it is inferred that 58% of the customers are influenced by advertising, 34% are
influenced by friends/relatives, 6% are motivated by salesman, 1% influenced by other
sources.
INTERPRETATION:
From the above analysis it is observed that most of the customers are influenced by
advertisement in purchasing Hyundai vehicle.

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FIGURE: 2

SOURCE OF AWARENESS

Dept. of Mgmt.

S.J.D.C

BRAND IMAGE OF HYUNDAI

2010 - 11

TABLE 3:

3. What is the level of satisfaction in terms of buying decision of product?

LEVEL OF
SATISFACTION
FULLY SATISFIED

NO OF RESPONDENTS

PERCENTAGE

17

34%

PARTLY SATISFIED

10%

SATISFIED

28

56%

NOT SATISFIED

0%

TOTAL

50

100%

Analysis:
From the above table it is inferred that 56% of the respondents are satisfied in terms of
buying of the product, 34% are fully satisfied & 10% are partly satisfied.
INTERPRETATION:
From the above analysis it is found that 56% are satisfied in buying decision of a
product.

Dept. of Mgmt.

S.J.D.C

BRAND IMAGE OF HYUNDAI

2010 - 11

FIGURE 3:

LEVEL OF SATISFACTION

30
28
25

FULLY SATISFIED
20
17

SATISFIED

15

PARTLYSATISFIED
10

NOT SATISFIED
5

NO OF
RESPONDENTS

Dept. of Mgmt.

S.J.D.C

BRAND IMAGE OF HYUNDAI

2010 - 11

TABLE 4:

4. How did you perceive this brand?

OPINION

NO.OF RESPONDENTS % OF RESPONDENTS

EXCELLENT

19

38%

STRONG

22

44%

MODERATE

16%

WEAK

2%

TOTAL

50

100

ANALYSIS:
From the above table it is inferred that 44% of the respondents are feeling strong, 38% are
excellent, 16% are feeling moderate,& 2% are feeling weak terms of percievenes of the
brand.

INTERPRETATION:
From the above analysis it is found that 44% of the respondents are feeling as strong brand.

Dept. of Mgmt.

S.J.D.C

BRAND IMAGE OF HYUNDAI

2010 - 11

FIGURE 4:

PERCEIVE

Dept. of Mgmt.

S.J.D.C

BRAND IMAGE OF HYUNDAI

2010 - 11

TABLE 5:

5. What do you think the best specialty of the brand?

BEST FACTOR

NO OF RESPONDENTS

% OF RESPONDENTS

FUEL EFFICIENCY

26

52%

PRICE

14%

STYLE AND LOOK

18%

LOW MAINTAINANCE

16%

TOTAL

50

100%

ANALYSIS:
From the above table 52% are thinking fuel efficiency is the best specialty ,14% as
price,18% as style and look , 16% as low maintenance.

INTERPRETATION:
From the above table it is clear that fuel efficiency is the Best specialty of this brand.

Dept. of Mgmt.

S.J.D.C

BRAND IMAGE OF HYUNDAI

2010 - 11

FIGURE 5:

BEST SPECIALITY OF THIS BRAND

16%

18%

52%FUELEFFICENCY
PRICE

STYLE&LOOK

LOWMAINTAINANCE

14%

Dept. of Mgmt.

S.J.D.C

BRAND IMAGE OF HYUNDAI

2010 - 11

TABLE 6:

5.How do you rate the brand against its competitors brand?

PERCEPTIVENESS

NO OF RESPONDENTS

% OF RESPONDENTS

EXCELLENT

17

34%

VERY GOOD

23

46%

GOOD

18%

AVERAGE

2%

TOTAL

50

100%

ANALYSIS:
From the above table it is inferred that the 46% of the respondents rated the Brand is very
good against its competitor's, 34% as excellent,18% as good & 2% as average.

INTERPRETATION:
46% of the respondents are responded that brand is very good against its competitor.

Dept. of Mgmt.

S.J.D.C

BRAND IMAGE OF HYUNDAI

2010 - 11

Figure 6 :

RATE THE BRAND AGAINST ITS COMPERETOR BRAND

Dept. of Mgmt.

S.J.D.C

BRAND IMAGE OF HYUNDAI

2010 - 11

-TABLE 7:

7. Do you think the company is strongly standing on its image?

PARAMETRES

NO.OFRESPONDENTS

%OF RESPONDENTS

YES

49

98%

NO

2%

TOTAL

50

100%

ANALYSIS:
From the above table it is cleared 98% of respondents are saying company is standing on its
image,2% are saying not standing on its image.

INTERPRETATION:
From the above analysis it is found that most of the respondents are saying company is
standing on its image.

Dept. of Mgmt.

S.J.D.C

BRAND IMAGE OF HYUNDAI

2010 - 11

Figure 7 :

COMPANY STANDING ON ITS IMAGE

Dept. of Mgmt.

S.J.D.C

BRAND IMAGE OF HYUNDAI

2010 - 11

Table8:

8. Which company brand do you think is competitive with your brand?

BRAND NAME

ON OF RESPONDENTS

% OF RESPONDENTS

FORD

16%

HONDA

10%

TATA

23

46%

MARUTI SUZUKI

14

28%

TOTAL

50

100%

ANALYSIS:
46% Respondents think TATA is the competitive with their brand, 16% think as Ford, 24%
as Maruti Suzuki & 10% as Honda.

INTERORETATION:
46% Respondents think that TATA is the competitive with the brand.

Dept. of Mgmt.

S.J.D.C

BRAND IMAGE OF HYUNDAI

2010 - 11

FIGURE 8:

COPETETIVE BRANDS OF HYUNDAI

16%
28%
10%

FORD
HONDA
TATA
MARUTI SUZUKI

46%

Dept. of Mgmt.

S.J.D.C

BRAND IMAGE OF HYUNDAI

2010 - 11

Table9:

9. On what basis did you purchase the product?

BASIS

NO OF RESPONDENTS

% OF RESPONDENTS

STRONGLY BRAND
IMAGE
MODE OF
TRANSPLANTATION
PRICE

12

24%

2%

13

26%

OTHERS

24

48%

TOTAL

50

100%

ANALYSIS:
From the above table it is inferred that 48% of the respondents are purchasing due to other
reason, 26% due to price,12 on brand image & 2% on mode of transplantation.

INTERPRETATION:
From the above analysis it is found that most of the respondents purchase due to other
reasons.

Dept. of Mgmt.

S.J.D.C

BRAND IMAGE OF HYUNDAI

2010 - 11

FIGURE 9:

BASIS FOR PURCHASING THE PRODUCT

Dept. of Mgmt.

S.J.D.C

BRAND IMAGE OF HYUNDAI

Dept. of Mgmt.

2010 - 11

S.J.D.C

BRAND IMAGE OF HYUNDAI

2010 - 11

TABLE 10:

10. Would you suggest this brand to others?

PARAMETRES

NO OF RESPONDENTS % OF RESPONDENTS

YES

49

98%

NO

2%

TOTAL

50

100%

ANALYSIS:
From the above graph we considered that 98% suggest this brand to others, 2% suggest as
no.

INTERPRETATION:
From the above graph we considered that most (98%) of respondents are suggesting to
others.

Dept. of Mgmt.

S.J.D.C

BRAND IMAGE OF HYUNDAI

2010 - 11

FIGURE 11:

RESPONDENTS SUGGESTING HYUNDAI TO OTHERS

Dept. of Mgmt.

S.J.D.C

BRAND IMAGE OF HYUNDAI

2010 - 11

TABLE 10:

11. Does Hyundai advertisements motivate to buy the product?

PARAMETRES

NO OF RESPONDENTS % OF RESPONDENTS

YES

34

68%

NO

16

32%

ANALYSIS:
From the above graph we considered that 68% suggest this brand to others, 32% suggest as
no.

INTERPRETATION:
From the above graph we considered that most (68%) of respondents are attracted to buy the
buy the through the advertisements

Dept. of Mgmt.

S.J.D.C

BRAND IMAGE OF HYUNDAI

2010 - 11

10. Does Hyundai advertisements motivate to buy the product?

Dept. of Mgmt.

S.J.D.C

BRAND IMAGE OF HYUNDAI

2010 - 11

SWOT ANALYSIS
SWOT analysis of organizations to

provide recommendations on their performance and growth

potential. It is a powerful tool for analyzing both complex qualitative and quantitative facets of an
investment decision.
The results of this analysis have been fed into marketing and organizational strategic plans and have
been highly successful in strategy formulation. Through our SWOT analysis, our clients have been
able to take advantage of niche markets and focus on product innovation which allows

them to

capture greater margins.

Our

SWOT analysis identifies strengths and weaknesses and relates them with forward

looking

opportunities and threats. This helps to identify company and industry specific critical drivers and catalysts.
SWOT Analysis identifies your companys:
Strengths - to build on
Weaknesses - to cover
Opportunities - to capture
Threats - to defend against

Target Audience :
Investment Managers
Venture Capitalists
Management Consultants
Research Companies
Other Industry Professionals

This analysation presented here gives the information of word which are Strength , Weaknesses ,
Opportunities and Threats of the organization HYUNDAI MOTOR LTD. Now lets take a look at
such valuable boxes:

Dept. of Mgmt.

S.J.D.C

BRAND IMAGE OF HYUNDAI

2010 - 11

STRENGTH
HYUNDAI is the one and only car which is having its most energetic & enormous ordain
with its class.
HYUNDAI provides & satisfies its consumers with its unique opulent models to both middle
and upper class people.
HYUNDAIs out and out services are attracting the attitudes of consumers.
Finally, it has owned the style, economy according to peoples Palatable.

WEAKNESSES
Regarding weaknesses, it has earned the rivalry that it is imaged of fragile cars and high cost
of spares.
Another corn of it is that, it does not have any diesel cars in its Portfolio.
HYUNDAI is also thereby volumed with cornering the largest chunk of passenger car
market.

OPPORTUNITIES
HYUNDAI provides several models of its unique opus in kurnool.
HYUNDAI is also providing the pre owned cars with warranties.
HYUNDAIs new unit plans to manufacturer 1, 00,000 cars a year.
HYUNDAI provides successful loan melas, colorful celebrations, free services camps,
consumer care meet speaks etc.
Finally, the launch of HYUNDAI is a new era for consumers attitude.

THREATS
Even though its a car for those with an attitude, a world car It should face exciting
targets once in a while which speaks as NO PAIN, NO GAIN.

Dept. of Mgmt.

S.J.D.C

BRAND IMAGE OF HYUNDAI

2010 - 11

Here ends the SWOT analysis of Hyundai which helps to feature its relation with customers &
elaborate its long range business in the market share.

Dept. of Mgmt.

S.J.D.C

BRAND IMAGE OF HYUNDAI

2010 - 11

Chapter 5
Findings
&
Suggestions

Dept. of Mgmt.

S.J.D.C

BRAND IMAGE OF HYUNDAI

2010 - 11

Findings:
1. 56% of respondents are satisfied in buying decision of a product.
2. It is found that 44% of the respondents are feeling Hyundai as a strong brand.
3. The fuel efficiency is the Best specialty of this brand.
4. 46% of the respondents are responded that brand is very good against its competitor.
5. It is found that most of the respondents are saying company is standing on its image.
6. 68% of the respondents are attracted through the advertisements.
7. Most of the respondents are fully satisfied the Hyundai Vehicle which they have
owned.
8. 98% of the respondents are willing to suggest the brand to others.
9. It is found that the Brand Image of Hyundai is very good.

Dept. of Mgmt.

S.J.D.C

BRAND IMAGE OF HYUNDAI

2010 - 11

Suggestions:
1. To bring out low price models.
2. Try to reduce the cost of the spare parts.
3. To adapt competitive pricing strategies.
4. To adapt new strategies to improve brand image in the minds of customers.
5. To emphasis more on price and mileage while advertising.

Dept. of Mgmt.

S.J.D.C

BRAND IMAGE OF HYUNDAI

2010 - 11

** QUESTIONNAIRE**
I, SYED SIDDIK of final B.B.M conducting a survey on BRAND IMAGE OF
HYUNDAI as a partial fulfillment of my curriculum, I would like to seek your valuable
ideas .so, I request you to provide the relevant information
Name:

Age:

Gender:

Occupation:

1. Do you own Hyundai?

(a)Yes

2. How did you come to know about Hyundai cars?

a) Sales men
b) Advertising
c) Friends/relatives d) Other sources

3. Are you satisfied with the decision of buying Hyundai cars?

a) Fully satisfied
b) Satisfied
c) Partly satisfied
d) Not satisfied

4. How did you perceive the brand?

a) Excellent
b) Strong
c) Moderate
d) Weak

5. What did you think the best specialty of this brand?

a) Fuel efficiency
b) Price
c) Style & look
d) Low maintenance

6. How do you rate the brand against its competitors brand?

a) Excellent
b) Very good
c) Good
d) Average

7. Do you think company is strongly standing on its image?

(a)Yes
(b)No

8. Which company brand do you think is competitive with your brand?

a) Ford
c) Tata

Dept. of Mgmt.

(b)No

b) Honda
d) Maruti Suzuki

S.J.D.C

BRAND IMAGE OF HYUNDAI

2010 - 11

9. On what basis did you purchase the product?

a) Strongly brand image b) mode of transplantation
c) Price
d) Others

10. Would you suggest this brand to others?

Yes ( )
No( )

11. What are the competitive factors regarding this brand with comparison to other brands?
a) Brand image
b) Service
(
)
c) Price
d) Fuel efficiency
12. Does Hyundai advertisements motivate to buy the product?
a) Yes
b) No

13. How you rate the following parameters?

Satisfied
Pick up
________
Mileage
________
Maintenance ________

average
_______
_______
_______

dissatisfied
_________
_________
_________

14. Which brands would you like to be most associated with?

a) Hyundai

b) Maruti Suzuki

c) Ford

d) Tata

15. Any suggestions you would like to make reference to this brand?

\
Thank you,

Signature ____________________

SYED SIDDIK,
B.B.M III Year.

Dept. of Mgmt.

S.J.D.C

BRAND IMAGE OF HYUNDAI

2010 - 11

Bibliography

Dept. of Mgmt.

S.J.D.C

BRAND IMAGE OF HYUNDAI

2010 - 11
BIBLIOGRAPHY

PROFILE & ARTICLES :

COMPANY BROUCHERS

TEXT : MARKETING MANAGEMENT

-BY PHILIP KOTLER
-BY C.H.SONTAKI

REFERENCE WEB SITE :

WWW.GOOGLE.COM
WWW.HYUNDAI MOTOR LTD.COM
WWW.SCRIBD.COM
WWW.MANAGEMENTPARADISE.COM

Dept. of Mgmt.

S.J.D.C