CHAPTER-I

INTRODUCTION

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 INTRODUCTION
Brand awareness refers to the extent to which customers are able
to recall or recognise a brand.[1] Brand awareness is a key consideration in consumer
behavior, advertising management, brand management and strategy development. The
consumer's ability to recognise or recall a brand is central to purchasing decision-making.
Purchasing cannot proceed unless a consumer is first aware of a product category and a brand
within that category. Awareness does not necessarily mean that the consumer must be able to
recall a specific brand name, but he or she must be able to recall sufficient distinguishing
features for purchasing to proceed. For instance, if a consumer asks her friend to buy her
some gum in a "blue pack", the friend would be expected to know which gum to buy, even
though neither friend can recall the precise brand name at the time.

Different types of brand awareness have been identified, namely brand recall and brand
recognition. Key researchers argue that these different types of awareness operate in
fundamentally different ways and that this has important implications for the purchase
decision process and for marketing communications. Brand awareness is closely related to
concepts such as the evoked set and consideration set which describe specific aspects of the
consumer's purchase decision. Consumers are believed to hold between three and seven
brands in their consideration set across a broad range of product categories. [2] Consumers
will normally purchase one of the top three brands in their consideration set.

Brand awareness is a key indicator of a brand's competitive market performance. Given the
importance of brand awareness in consumer purchasing decisions, marketers have developed
a number of metrics designed to measure brand awareness and other measures of brand
health. These metrics are collectively known as Awareness, Attitudes and Usage (AAU)
metrics.

To ensure a product or brand's market success, awareness levels must be managed across the
entire product life-cycle - from product launch through to market decline. Many marketers
regularly monitor brand awareness levels, and if they fall below a predetermined threshold,
the advertising and promotional effort is intensified until awareness returns to the desired
level.

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 NEED FOR THE STUDY

Today costumers are facing a growing range of choice in the different

brands of products and services. They are making their choice on the basis of
their perceptions of brand, quality service and value.

The company has to adopt strategies to keep brand in consumer’s

memory. A strong brand awareness means easy acceptance of new products. An
organization has to measure the level of awareness of the potential customers
and has to adopt different strategies to enhance the awareness level and to
identify the appropriate promotional tool.

Brand awareness is asset which brand managers create and enhance to

build brand equity. It is related to the nature and features of product. It leads to
brand strength which is constituted by measuring the variable like leadership,
stability, Market, geographic, trend, support and protection etc…

Creating brand awareness with the use of advertising, promotion event

management etc… a different brand has different kind of awareness which
retains recognition.

Brand awareness satisfies a need of the consumer. A consumer as aims,

ambitions, motivation drives and desire. Consumer feels more powerful when he
uses the brand. Satisfactions or preference for a brand shows how loyal the
consumer is likely to be brand.

In todays competitive business scenario where every companies product

is competing with each other retaining loyal customer is an essence for which
increasing the level of brand awareness is very vital.

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This study is not concerned only with brand awareness but deals also with other facts. It
includes a wide preview of

From where did the potential customers come to know about

the product?

Which media is effective in communicating the message

to the potential customers?

Did the potential customers feel that the brand is important to

purchase?

Which attribute of the product drive the potential

customer to prefer the particular product.?

Did the potential customers felt that the branded product

matches their expectations?

How the brands influence the market?

What is the effect of the competitor’s product?

Are the potential customers satisfied with the brand, price,

quality etc…?

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 STATEMENT OF THE PROBLEM

In the emerging knowledge based economy it has become necessary to

know how much market power lies with the brand name. The study of brand
awareness is essential in marketing planning. Customer needs and preferences
keep changing where brands ultimately command customer’s loyalty.
The realistic side of the problem is to know the acceptance level of the
brand awareness towards the product. This study will help us to understand the
brand awareness and what problems are being faced by the consumers, to which
appropriate measures to be taken to solve the problems.

This project has mainly been taken up to understand the brand awareness,
buying motives to ensure the “Brand awareness towards Hyundai motors” apart
from this, it is to understand the new opportunities in the market for the
improvement of brand awareness and sales towards the products

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 OBJECTIVES OF THE STUDY

The main objective of any business is to acquire larger market share ,or higher

percentage of sales in the Industry, This could be only achieved by building a

higher percentage of brand loyal customers.

Any company can survive through the stiff competition of the market if

its has brand loyal customer. Today many major companies in the market has

brand loyal customers and they adopt many strategies to maintain and improve

there branded equity. Without creating a proper Brand awareness they cannot

build brand image.

Strong brands help build the corporate image and also by making it eager

for the companies launch new brands. Today brands are treated, as major

enduring assets of a company-more over brand equity are major contributor to

customer equity. This all can happen only there is proper brand awareness.

The light four wheeler industry has been expanding rapidly are gone the

day when possessing a small and mid-size cars was seen as a luxury. Now days it

is viewed as a mere necessity.

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The study has been conducted with the following objectives in mind:-

To judge the awareness level of the prospect customer.

To know how they are aware regarding the product.

To judge in which way they have developed the awareness.

To judge which promotional tool is effective to increase

the awareness level among the people.

To see whether brand awareness influences the buying

behaviour or not.

What factors and variables of brand influence them to purchase.

To know how to maintain and improve brand awareness and

to build brand loyalty.

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 METHODOLOGY OF THE STUDY

The study is conducted empirically using both primary and secondary data.

Primary data was collected with the help of well structured questionnaire.
Around

50 potential customers were surveyed to understand the brand awareness level of

Hyundai motors in an around Hyderabad.All the persons interviewed were in the

age group above 25 years. It has been deliberately decoded to conduct the survey

among this age group because they are the people who are generally looking

ahead for the purchase of a four-wheeler. Many of these persons interested are

either businessmen or professionals; few of them are corporate managers also.

The secondary data is collected from Hyundai motors website and by

going through their corporate records; brochures and annual reports of the

company along with their newsletters were used to substantiate the information.

The details about the four-wheeler market are collected from a few

specialized magazines like Auto India etc. to get information regarding the

organization and products.

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 PRIMARY DATA:-

Primary data has been collected through questionnaires. The

questionnaire was mostly related to the brand awareness towards Hyundai

motors on different feature such as the model, price, effectiveness of the brand

etc.

SECONDORY DATA:-

Secondary data has been taken from bellow sources:

1. Reports

2. Pamphlets

3. Advertisement

4. Newspapers

5. Internet

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 SAMPLING:-

The sample of 50 has been chosen randomly from in an around Hyderabad,

the people residing in an around Hyderabad are considered as the population for

the study.

SAMPLE SIZE:-

The sample size of 50 is selected randomly. The study requires on in

depth survey and keen observation in collecting data regarding the brand

awareness levels of Hyundai motors.

SAMPLING TECHINIQUE:-

Only simple random sampling technique is adopted in selection the

sample. In this technique, each and every unit of the population has on equal

opportunity of being selected in the sample

DATA COLLECTION PROCESS:-

Based on need and objectives, types of data required for study and other

sources of data are identified.

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 LIMITATIONS OF THE STUDY

Even though the project has been done without most Car motors, it suffers from the
following limitations.

1. Due to lack of time all customers, could not be contracted.

2. The study has been restricted to Hyderabad city only.

3. As the project is a simple sample study and is confined customers only, if May or may
not pictures the entire customer feelings.

4. The awareness levels of the customers may change from time to time and so there is a
possibility of changes in the research results.

Few customers refused to respond or could not respond appropriately due to Lack of time,
Ignorance etc.,

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 CHAPTER -2

REVIEW OF LITERATURE

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Review of literature
Brands play a key role in enhancing the value of products and protecting the product from
being imitated by competitors (Aaker 1991). In fact, ‘A product is something that is made in
a factory; a brand is something that is bought by a customer. A product can be copied by a
competitor; a brand is unique. A product can be quickly outdated; a successful brand is
timeless’ (King, cited in Aaker 1991, p. 1). Therefore, brand equity is one of the most
interesting topics to both academic researchers and practitioners (Wood 2000). Two main
approaches to brand equity are indicated as the financial and the customer perspective (Myers
2003). Compared to the financial approach of brand equity, customerbased brand equity has
dominated the literature on branding. However, customer-based brand equity has received
considerable attention in the individual consumer context, but relatively little in a businessto-
business context. In short, the development of branding theory from service rendering brands
will make a significant contribution to both brand managers and marketing researchers.
J. Douglas McConnell (1968)1 , has conducted a research study titled, “The Development of
Brand Loyalty: An Experimental Study”, A field experiment with a factorial design showed
that consumers developed preferences for three brands of a physically homogeneous product
(beer), identical except for brand name and price. The significance of the experiment for
marketing researchers lies mainly in the relative importance of perceived quality as a
determinant of brand loyalty. Obviously price is only one cue to quality in the real world, and
this makes perceived quality more difficult to measure than purchases over time.
Nevertheless, it is considered that more complex models having such variables will provide
considerably greater predictive power than the stochastic models being suggested.
Jagdish N. Sheth (1968)2 , in the paper, “A Factor Analytical Model of Brand Loyalty”,
With factor analysis as a method of estimating parameters, an empirical model of measuring
brand loyalty for individual consumers based on frequency and pattern of purchases is
presented. Since we are more accustomed to probability notions, an interesting extension of
this research would be to establish isomorphic transformation of brand loyalty scores into
probability measures. The resulting probabilities would then be functions of both frequency
and pattern (history) of purchases because brand loyalty scores are themselves based on both
frequency and pattern of purchases. Despite some limitations, the method seems superior to
stochastic models for generating robust measures at the individual level. Reviews in brand
loyalty are restricted though it is an exhaustive area to explore complete reviews and it may
deviate from the title.

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Kevin Lane Keller (1993)3 , has contributed a paper in the topic, “Conceptualizing,
Measuring, and Managing Customer-Based Brand Equity”. The author presents a conceptual
model of brand equity from the perspective of the individual consumer. Customer-based
brand equity occurs when the consumer is familiar with the brand and holds some favorable,
strong, and unique brand associations in memory. The article also explores some specific
aspects of this conceptualization by considering how customerbased brand equity is built,
measured, and managed. Building brand equity requires creating a familiar brand name and a
positive brand image-that is, favorable, strong, and unique brand associations. Strategies to
build customer-based brand equity are discussed in terms of both the initial choice of the
brand identities (brand name, logo, and symbol) and how the brand identities are supported
by and integrated into the marketing program. Two basic approaches to measuring customer-
based brand equity are outlined. The indirect approach measures brand knowledge (brand
awareness and image) to assess the potential sources of brand equity. The direct approach
measures the effects of the brand knowledge on consumer response to elements of the
marketing mix. This article provides the base for this research study.
Chan Su Park and V. Srinivasan (1994)4 , their study on “A Survey-Based Method for
Measuring and Understanding Brand Equity and Its Extendibility” the authors develop a new
survey-based method for measuring and understanding a brand's equity in a product category
and evaluating the equity of the brand's extension into a different but related product
category. It uses a customer-based definition of brand equity as the added value endowed by
the brand to the product as perceived by a consumer. It measures brand equity as the
difference between an individual consumer's overall brand preference and his or her brand
preference on the basis of objectively measured product attribute levels. To understand the
sources of brand equity, the approach divides brand equity into attribute-based and non
attribute-based components.
Cathy J. Cobb-Walgren, Cynthia A. Ruble and Naveen Donthu(1995)5 in their paper titled
Brand Equity, Brand Preference, and Purchase Intent, explores some of the consequences of
brand equity. In particular, the authors examine the effect of brand equity on consumer
preferences and purchase intentions. As a result of the study, across the two categories hotels
and household cleansers, the brand with the higher advertising budget yielded substantially
higher levels of brand equity. In turn, the brand with the higher equity in each category
generated significantly greater preferences and purchase intentions.
Deepak and Agarwal (1996)6 , in their research study, “Effect of Brand Loyalty on
Advertising and Trade Promotions: A Game Theoretic Analysis with Empirical Evidence”, In
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this paper the authors examined the issue of balancing media advertising (pull strategy) and
trade promotions (push strategy) for manufacturers of consumer packaged goods. The
analysis indicates that, if one brand is sufficiently stronger than the other and if advertising is
cost effective, then the stronger brand loyalty requires less advertising than weaker brand
loyalty, but a larger loyal segment requires more advertising than a smaller loyal segment.
The analysis indicates that the retailer promotes the stronger loyalty brand more often but
provides a smaller price discount for it compared to the weaker loyalty brand. In this sense,
the stronger brand plays "offensive" by using more trade promotions, and the weaker brand
plays "defensive" by emphasizing advertising. The results shows that, the retailer promotes
stronger loyalty brands more often but provides a smaller price discount on average for them
compared to weaker loyalty brands.
James B. Faircloth, Louis M. Capella and Bruce L. Alford (2001)11, in their research paper
titled, the Effect of Brand Attitude and Brand Image on Brand Equity operationalizes brand
equity and empirically tests a conceptual model adapted from the work of Aaker (1991) and
Keller (1993) considering the effect of brand attitude and brand image on brand equity. The
results indicate that brand equity can be manipulated at the independent construct level by
providing specific brand associations or signals to consumers and that these associations will
result in images and attitudes that influence brand equity. The results suggest that focusing on
the constructs that create brand equity is more relevant to managers than trying to measure it
as an aggregated financial performance outcome.
Steve Hoeffler and Kevin Lane Keller (2002)12, conducted a research study in the topic,
“Building Brand Equity through Corporate Societal Marketing”. In this article, the authors
describe six means by which CSM programs can build brand equity: (1) building brand
awareness, (2) enhancing brand image, (3) establishing brand credibility, (4) evoking brand
feelings, (5) creating a sense of brand community, and (6) eliciting brand engagement. The
authors also address three key questions revolving around how CSM programs have their
effects, which cause the firm should choose, and how CSM programs should be branded. The
results identified through hypothesis are Co branding through a CSM program is most
appropriate as a means to complement the brand image with the specific associations
leveraged from the cause. Self-branding a CSM program is most appropriate as a means of
augmenting existing consumer associations through emotional or imagery appeals.
Susan M. Broniarczyk and Andrew D. Gershoff (2003)13, conducted a research in the topic,
“the Reciprocal Effects of Brand Equity and Trivial Attributes”. The authors present two
experiments that examine the effect of brand equity on consumer valuation of such trivial
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attributes and the reciprocal effect that may have on brand equity. The results show that both
high and low equity brands benefit from offering an attractive trivial attribute in the absence
of a disclosure of its true value. Competing low equity brands benefit by sharing the trivial
attribute with a higher equity brand, whereas competing high equity brands benefit from
uniquely offering a trivial attribute.
Peter J. Danaher, Isaac W. Wilson and Robert A. Davis (2003)14 , in their paper, A
Comparison of Online and Offline Consumer Brand Loyalty, the authors’ compared
consumer brand loyalty in online and traditional shopping environments for over 100 brands
in 19 grocery product categories. They compared the observed loyalty with a baseline model,
a new segmented Dirichlet model, which has latent classes for brand choice and provides a
very accurate model for purchase behavior. The results show that observed brand loyalty for
high market share brands bought online is significantly greater than expected, with the
reverse result for small share brands. In contrast, in the traditional shopping environment, the
difference between observed and predicted brand loyalty is not related to brand share

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 THEORETICAL FRAMEWORK

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.

Most of the marketers say that “ Branding is the art and cornerstone of marketing”.

In essence, a brand identifies the seller or maker. It can be a name, trademark, logo or
other symbol. Under trademark law, the seller is granted exclusive rights to the use of the
brand name in perpetuity. Brands differ from other assets such as patents and copyrights,
which have expiration dates.

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 even more complex symbol. It can convey up to six levels of meaning.

Attributes:

A brand brings to mind certain attributes. By its well built, well engineered,
expensive, durable, high-prestige automobiles.

Benefits :

Attributes must be translated into functional and emotional benefits. For example, the
attribute “ durable” could translate into the functional benefit. The people says that “I won’t
have to buy another car for several years”. The attribute “expensive” translates into the
emotional benefit “the car makes me fell important and admired”.

Values:

The brand also says something about the producer’s values. Mercedes stands for high
performance, safety and prestige.

Culture:

The brand may represent a certain culture.

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Personality:

The brand can also project a certain personality.

User:

The suggests the kind of consumer who buys or uses the product.

If a company treats a brand only as a name, it misses the point. The branding
challenge is to develop the deep set of positive associations for the brand. Marketers must
decide at which levels to anchor the brand identity.

Promoting the brand only on one benefit can also be risky. Suppose Mercedes touts its
main benefit as “high performance”, then several competitive brands emerge with high or
higher performance. Or suppose the car buyers start placing less importance on high
performance as compared to other benefits.

The most enduring meanings of a brand are its values, culture and personality. The
Mercedes stands for high technology, performance and success. Mercedes must project this in
its brand strategy. Mercedes must resist marketing an inexpensive car bearing the name;
doing so would dilute the value and personality Mercedes has built up over the years.

Brand Equity:

Brands vary in the amount of power and value they have in the market place. At one
extreme are brands that are not known by most buyers. Then there are brands for which
buyers have a fairly high degree of brand awareness. Beyond this are brands with a high
degree of brand acceptability. Then there are brand that enjoy a high degree of brand
preference. Finally there are brands that command a high degree of brand loyalty.

The following are the 5 levels of customer attitudes toward his/her brand from lowest
to highest:

 Customer will change brands, especially for price reasons, not brand loyalty

 Customer is satisfied. No reason to change the brand.

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 Customer is satisfied and would incur costs by changing brand.

 Customer values the brand and sees it as a friend.

 Customer is devoted to the brand.

Brand equity is related to how many customers are in classes 3,4 or5. It is also related
to the degree of brand-name recognition, perceived brand equity, strong mental and
emotional associations and other assets such as patents, trademarks and channel relationships.
Companies do not normally list brand equity on their balance sheet because of the
arbitrariness of the estimate. But clearly brand equity relates to the premium the brand
commands times the extra volume it moves over an average brand.

The world’s 10 most valuable brands in 1997 in rank order were coca-cola, Marlboro,
IBM, McDonald’s, Disney, Sony, Kodak, Intel, Gillette and Budweiser.

High brand equity provides a number of competitive advantages:

 The Company will enjoy reduced marketing costs because of consumer brand
awareness and loyalty.

 The Company will have more trade leverage in bargaining with distributors and
retailers because customers expect them to carry the brand.

 The Company can charge a higher price than its competitors because the brand has
higher perceived quality.

 The Company can more easily launch extensions because the brand name carries high
credibility.

 The brand offers the company some defense against price competition.

A brand name needs to be carefully managed so that its equity doesn’t depreciate.
This requires maintaining or improving brand awareness perceived quality and functionality,
and positive associations. These tasks require continuous research and development
investment, skillful advertising and excellent trade and consumer service.

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AN OVERVIEW OF BRANDING DECISIONS

Branding Brand Sponsor Brand Name

Decisions Decisions

 Individual Names
 Manufacturers  Blanket Family Name
 Brand Brand  Separate Family
 No Brand  Distributors  Company Individual
(Pvt) Brand Names

Brand Strategy Decisions Brand-Repositioning Decisions

 Line Extension
 Brand Extension
 Repositioning
 Multi-Brands
 No Repositioning
 New Brands
 Co-Brands

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Branding Decisions:

The first decision is whether the company should develop a brand name for its
products. In the past, most products went unbranded, producers and intermediaries sold their
goods out of barrels, bins and cases without any supplier identification. Buyers depended on
the sellers integrity.

Today branding is such a strong force that hardly anything goes unbranded.

In some cases, there has been a return to “ no branding” of certain staple consumer
goods and pharmaceuticals. Generics are unbranded, plainly packaged, less expensive
versions of common products such as spaghetti, paper towels and canned peaches. They offer
standard or lower quality at a price that may be as much as 20% to 40% lower than nationally
advertised brands and 10% to 20% lower than retail private label brands. The lower price is
made possible by lower quality ingredients, lower cost labeling and packaging and minimal
advertising.

Why do sellers brand their products when doing so clearly involves costs?

Branding gives the seller several advantages:

 The brand name makes it easier for the seller to process orders and track down
problems.

 The sellers brand name and trademark provide legal protection of unique product
features.

 Branding gives the seller the opportunity to attract a loyal and profitable set of
customers. Brand loyalty gives sellers some protection from competition.

 Branding helps the seller segment markets.

 Strong brands help build the corporate image, making it easier to launch new brands
and gain acceptance by distributors and consumers.

Distributors and retailers want brand names because brands make the product easier to
handle, hold protection to certain quality standards, strengthen buyer preferences, and make it

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easier to identify suppliers. Consumers want brand names to help them identify quality
differences and shop more efficiently.

Brand-Sponsor Decision:

A manufacturer has several options with respect to brand sponsorship. The product
may be launched as a manufacturer brand (sometimes called as National Brand), a distributor
brand (also called reseller, store, house or private brand), or a licensed brand name. Another
alternative is for the manufacturer to produce some output under its own name and some
under reseller labels. Manufacturers’ brands dominate, large retailers and wholesalers have
been developing their own brands by contracting production from willing manufacturers.

The private brands offer two advantages. First, they are more profitable.
Intermediaries search for manufacturer with excess capacity who will produce the private
labels at a low cost. Other costs, such as research and development, advertising, sales
production and physical distribution are much lower. This means that the private brands can
charge a lower price and yet make a higher profit margin. Second, retailers develop exclusive
store brands to differentiate themselves from competitors.

Brand Name Decisions:

Manufacturer and service companies who brand their products must choose which
brand names to use. Four strategies are available:

1. Individual Names: A major advantage of an individual names strategy is that the

Company does not tie its reputation to the product. If the product fails or appears to have low
quality, the company’s name or image is not hurt. The strategy permits the firm to search for
the best name for each new product.

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2. Blanket Family Names:

A blanket family name also had advantage. Development cost

is less because there is no need for “name” research or heavy advertising expenditure to
create brand name recognition. Further more, sales of the new product are likely to the strong
if the manufacturers name is good.

3. Separate Family Names for all Products:

Where a company produces quite different products, it is not

desirable to use one blanket family name. Companies often invent different family names for
different quality lines within the same product class.

1. Company trade name combined with individual product names:

Some manufacturers tie their company name to an individual brand name for each
product.

Once a company decides on its brand name strategy, it faces the task of choosing a
specific brand name. The company could choose the name of a person, location, quality, life
style or an artificial name.

Among the desirable qualities for a brand name are the following:

 It should suggest something about the product’s benefits.

 It should suggest product qualities. Such as action or color.

 It should be easy to pronounce, recognize and remember. In this case short names
help mostly.

 It should be distinctive.

 It should carry poor meanings in other countries and languages.

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Brand-Strategy Decisions:

A company has five choices when it comes to brand strategy. There are line
extensions, brand extensions, multi-brands, new brands and co-brands.

1. Line Extension:

Line Extensions consist of introducing additional items in the same product category under
the same brand name, such as new flavors, forms, colors, added ingredients and package
sizes.

2. Brand Extensions:

A company may use its existing brand name to launch new products in other
categories.

3. Multi-Brands:

A Company will often introduce additional brands in the same product category.
Sometimes the company is trying to establish different features or appeal to different buying
motives.

4. New Brands:

When a Company launches products in a new category, it may find that none of its
current brand names are appropriate.

5. Co-Brands: Co-Brands are also called as dual branding, in which two or more well
known brands are combined in an offer. Co-branding takes a variety of forms. One is
ingredient co-branding, second one is same company co-branding, and third one is joint
venture co-branding. And finally there is multiple-sponsor co-branding.

Brand Repositioning:

However well a brand is currently positioned, the company may have to reposition it
later when facing new competitors or changing customer preferences.

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Brand Awareness: Nine Brand Strengtheners:

As Companies become more aware of the importance of brand power, they wonder
how they can strengthen their brands. Most managers think the answer lies in increasing the
advertising budget. But advertising is expensive and it is not always effective. Advertising is
only one of nine ways to build more brand awareness and brand preference.

 Develop creative advertising.

 Sponsor well-regarded events.

 Invite your customers to join a club .

 Invite the public to visit your factory or office

 Create your own retail units.

 Provide well-appreciated public services.

 Give visible support to some social causes.

 Be known as a value leader.

 Develop a strong spokesperson or symbol to represent the Company.

 Brand awareness

Brand awareness is the basic tool that depicts the acceptability of the brand and builds
the perception of the firm within the target market. It should be taken into account in
developing the market penetration strategy of the firm in terms of mass or niche. (Keller,
2006). Questions number one and two in the questionnaire (See Appendix) were used for
measuring brand awareness.
 Brand Usage
Brand usage is the action parameter for the brand. It measures the level of consumer
satisfaction and it shapes the overall consumer behavior towards a brand. It leads to the
development of consumer loyalty and ensures further penetration in the market. (Keller,
2006). Questions number three and four were used for measuring Brand Usage.

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  Brand judgment

Brand judgment focuses on customers’ personal opinions and evaluations with regard to
the brand. It measures how customers put together the different performance and imagery
indicators of the brand to form their opinions. (Keller, 2006) Questions number five and six
were used for measuring brand judgment.

 Brand Performance

Brand performance relates to the ways in which the product or service attempts to meet
customers’ functional needs. It refers to the intrinsic properties of the brand in terms of
inherent product or service traits. It transcends the products and features and encompass
aspects of the brand that augment these characteristics. (Keller, 2006). Questions number
seven and eight were used for measuring brand performance.

 Brand Imagery

Brand imagery deals with the extrinsic properties of the product or services including the
ways in which the brand attempts to meet customers’ psychological and social needs. Brand
imagery is how people think about brand abstractly rather than what they think the brand
actually does. Questions number nine and ten were used for measuring brand imager

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CHAPTER III
COMPANY PROFILE

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 HYUNDAI MOTOR LIMITED
The Hyundai Group was established in 1947 with the founding of its flagship
company the Hyundai Engineering & Construction Co. Ltd.

Their interest in cars coincided with the founding of the Hyundai Group, when it
established the Hyundai Auto Service Centre. Over the next two decades it acquired and
consolidated basic car technology and it was only in 1967 that the Hyundai Motor
Company was formed. In the very next year a licensing agreement (for technology and
assembly) was signed with Ford Motor Company. In 1968 it introduced the Hyundai Cortina

The first Korean car to be completely and independently manufactured and

designed indigenously was produced by Hyundai, when in 1974 it introduced the small Pony.
Hyundai’s first overseas manufacturing company was established in 1985, with incorporation
of Hyundai Motor America. In 1986 Hyundai introduced the Excel, its first car for the US
market and an unprecedented 100,000 Excels were sold in the next seven months. Today
Hyundai has close to 1.5 million vehicles in the US, with approximately 542 dealerships in
49 states.

In the mid-eighties, when Korea entered the motorization era, Hyundai had already
established the base to reach out to greater heights. The explosive domestic demand fueled
the Hyundai Motor Corporations rapid growth and in 1985 HMC opened their new 300,000-
unit plant in Ulsan. In 1986 itself the cumulative production of all models exceeded 1 million
units and within 3 years the total production reached 3 million units. In the year 1996, less
than 28 years since it introduced its first car, the Hyundai Motor Corporation set a new record
of a total car production of 10 million units. Also in 1996 HMC reached the 4 million-unit
mark for exports since the first shipment of Hyundai Pony's to Ecuador in 1976.

MISSION
Hyundai Motor corporate motto has remained the same - Pursuing Happiness through
cars their corporate philosophy seeks to improve the lives of everyone surrounding the
company, and make Hyundai a company that is respected by people all over the world. To
advance into the front ranks of the global auto industry in the next century, Hyundai has
adopted the "Four Best" concept which defines their new objectives:

28
 Best customer service

Best technology

Best quality products

Best value for people.

VISION
Hyundai motor vision statement is to Building a better world through
innovative technology

DEVELOPMENT
Ever since its inception 30 years ago, Hyundai has always given lot of
attention to in-house technical and design expertise. HMC has achieved its position as the
leader of the Korean automobile industry through the application of the latest technology and
development of its own models. The company has established a state-of-art Namyang R&D
center at a cost of more than Rs.1700 crores. The Namyang facility includes a high-speed test
oval, styling studios, a prototyping center and world-class test facilities

Hyundai's research and development staff is growing at a rapid rate and in fact,
they have planned to invest $5.7 billion between now and end of the century on new model
development programs and advanced technology. Along with Namyang, Hyundai's global
research and development network consists of eight research centers worldwide.

Hyundai Motors India Limited (HIML)

Hyundai Motors India Limited (HIML) was established in 1996. It is a wholly
owned subsidiary of Hyundai Motor Company, South Korean multi-national.
Hyundai Motors India Limited is the fastest growing car manufacturer in India.
Hyundai Santro is the most preferred car in the section of small passenger cars. The 26
variants of passenger car in 6 segments cater to the need of a large section of Indian
population.

29
Key People
 Chairman and Co-CEO: Chung Mong-Koo
 Vice Chairman and Co-CEO: Kim Dong-Jin
 President and CFO: Lee Jung-Dae

Financial Highlights
Fiscal Year End: December Revenue (2007):77621.50 M
Revenue Growth (1 yr):17.50%
Employees (2007):54,511
Employee Growth (1 yr) :(-20.40%)

HYUNDAI'S OVERSEAS MANUFACTURING LOCATIONS

April 1985 -Hyundai Motor America, California USA -
November 1995 - Hyundai Auto Canada, Ontario Canada
November 1990 - Hyundai Motor Deutschland GmbH, Germany
November1993 - Wuhan Grand Motor Co. Japan
November 1994 -Hyundai Assan Otomotiv Sanayi Ve Ticaret A.S Istanbul Turkey
May 1996- Hyundai Motor India Ltd., Chennai India

HYUNDAI MOTOR INDIA LIMITED

Hyundai Motor India Limited (HMIL) is a wholly owned subsidiary of
Hyundai Motor Company was started in the year 1996. It is the second largest and the fastest
growing car manufacturer in India. HMIL presently markets 34 variants of passenger cars in
six segments.

S.No Segments Cars

1 B Santro
2 B+ Getz Prime , i10
3 C Accent & Verna
4 D Elantra
5 E Sonata Emberra

30
 6 SUV Tucson

Hyundai Motor India, continuing its tradition of being the fastest growing
passenger car manufacturer, registered total sales of 299,513 vehicles in calendar year (CY)
2006, an increase of 18.5 percent over CY 2005. In the domestic market it clocked a growth
of 19.1 percent a compared to 2005, with 186,174 units, while overseas sales grew by 17.4
percent, with exports of 113,339 units.
HMIL’s fully integrated state-of-the-art manufacturing plant near Chennai
boasts some of the most advanced production, quality and testing capabilities in the country.
In continuation of its investment in providing the Indian customer global technology, HMIL
is setting up its second plant, which will produce an additional 300,000 units per annum,
raising HMIL’s total production capacity to 600,000 units per annum by end of 2007.
HMIL is investing to expand capacity in line with its positioning as HMC’s
global export hub for compact cars. Apart from expansion of production capacity, HMIL
plans to expand its dealer network, which will be increased from 183 to 250 this year. And
with the company’s greater focus on the quality of its after-sales service, HMIL’s service
network will be expanded to around 1,000 in 2007.
The 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 path-breaking
record in its young journey by rolling out the fastest 10,00,000th car.

The Hyundai Verna has bagged some of the most prestigious awards starting
with the title of "Car of the Year 2007" by India's leading automotive publication –
Overdrive, the “Best Mid-size Car of the Year” award by the NDTV Profit C&B Awards
2007, the “Best Value for Money Car” by the CNBC Auto car Auto awards and ‘Performance
Car of the Year 2007’ from Business Standard Motoring.

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’.

31
 HMIL has also been awarded the benchmark ISO 14001 certification for its
sustainable environment management practices.

MODELS
MODEL TYPE
HYUNDAI SANTRO MID SIZE
 Santro XK
 Santro XK (non Ac)
 Santro XL
 Santro Xo
 Santro AT

HYUNDAI GETZ MID SIZE

 Getz GLS
 Getz GLX
 Getz GVS
HYUNDAI ACCENT MID SIZE
 Accent GLE
 Accent GLS
 Accent VIVA
 Accent VIVA (CRDi)
 Accent CRDi
HYUNDAI ELANTRA MID SIZE
 Elantra GT
 Elantra CRDi
 Elantra Gls
HYUNDAI VERNA MID SIZE
 Verna i (Petrol)
 Verna xi (Petrol)
 Verna xxi(Petrol)
 Verna CRDi VGT

32
HYUNDAI SONATA PREMIUM
 Embera 2.4 M/T
 Embera 2.4 A/T
HYUNDAI TUCSON SUV
HYUNDAI TERRACAN SUV
HYUNDAI GETZ PRIME SMALL SIZE
 Getz prime 1.1 GLE
 Getz Prime 1.1 GVS
 Getz Prime 1.3 GLS
 Getz Prime 1.3 GLX

HYUNDAI I10 MID SIZE

. Hyundai i10 Magna
. Hyundai i10 D-Lite
. Hyundai i10 Magna
. Hyundai i10 Era

33
AWARDS :

Hyundai i10 wins all the prestigious awards of the year 2008.

 Indian Car Of The Year 2008

 Car of the Year

 Compact Car of the Year

 Car of the Year 2008

 Small Car of the Year 2008

 Car of the Year 2008

 Car of the Year

 Aaj Tak Viewers Choice Award

34
  CNBC-TV18 Auto car Auto Awards
2007: 'Best value-for-money car'
 Hyundai Getz is the CNBC Auto car
Car of the Year 2005

 Hyundai Elantra – Best Value for

Money Car of the Year 2005

 Company – Awards – CNBC Auto

car India – Hyundai has been the
manufacturer of the year for two years
in row.

 'Performance Car of the Year' 2007 -

Hyundai Verna 1.5 CRDi.
 Hyundai Getz is BS Motoring's 'Car
of the Year' 2005

 BS Motoring – BS 1000 – Company

of the year 2005 – Hyundai Motor
India Limited

 Hyundai Santro is BS Motoring's 'Car

of the Year' for 1999

EEPC Award  'Hyundai Motor India Received

Engineering Export Promotion Council
(EEPC) ‘Top exporter of the year’
Award for 2005-06 on June 1, 2007

35
  Tucson - 'SUV of the year' by NDTV
Profit/Car & Bike Awards 2006

 PM Presents “Star Company” Award

to Hyundai Motor India

TNS TCSS 2005  Accent Petrol - 'No 1 Entry Midsize

Car'

TNS TCSS 2005  Accent CRDi - 'No 1 Midsize Diesel

Car'

 Hyundai Santro has topped the JD

Power Asia Pacific Intial Quality
Study (IQS) that measures product
quality for three years in a row (Years
2000, 2001 and 2002)

 Hyundai Santro has topped the JD

Power Asia Pacific APEAL study that
measures customer satisfaction for three
years in a row (Years 2000, 2001 and
2002)

 Hyundai Accent has topped the JD

Power Asia Pacific IQS for 2002 and
the APEAL study for 2001 and 2002.

36
  Hyundai Motor India was adjudged the ‘Car Maker
of the year’ at the ICICI Bank – Overdrive
awards 2003

Environment:
Hyundai Motor India has been awarded the benchmark ISO 14001
certification for its sustainable environment management practices. Living up to its
commitment of providing global standards of quality and process management in India,
Hyundai had put in place an Environment Management System (EMS)at its manufacturing
plant in Chennai right from its project stage. The certification process was completed in a
record time of 10 months with 'Zero NCRs'. The assessment was done by TUV
SUDDEUTSCHLAND and covered areas like Awareness Training, Technology Up
gradation, Recycling, Waste Management and fulfilling Government Regulations.
HMI is also working on a backward integration strategy that will support vendors
of the company in implementing EMS.
Hyundai Motor Company, S.Korea, the parent of HMI, has been doing
considerable work on sustainable Environment Management.
The company has a well defined framework in place for developing products that
reduce pollutant emissions and processes for preservation of natural resources and energy
along all the stages of the product lifecycle from production, sales, use to disposal.
The company has also been in the forefront of development of environment
friendly technologies like Hybrid Electric Vehicles (HEVs), and Fuel Cell Electric Vehicles
(FCEVs) and has been awarded the ISO 14001 certification for all its three major plants in
Ulsan, Asan and Jeonju in S.Korea.
The production management processes at Hyundai Motor India are overlaid with an
organization-wide implementation of manufacturing best practices like Just-in-time inventory
management, Kaizen, TPM and TQM, that help us in making the world's best cars, right here
in India.

37
PRODUCTION:

1. The Press Shop

A computer controlled line that converts sheet metal to body panels of high
dimensional accuracy and consistency.

2. The Body Shop

A hi-tech line that builds full body shells from panels. Automated robotic arms
are used for intricate welding operations that ensure superior and consistent build quality.

3. The Paint Shop

This is one of the most modern paint shops in the country and uses the
environment friendly water based process for superior and lasting exteriors. A unique process
management system followed here helps us deliver the most extensive colour range,
independent of minimum batch requirements, helping customers get their preferred colour
anytime.
The Aluminum Fondry Forges the engine cylinder blocks for our cars to exacting
design specifications.

4. The Engine and Transmission Shop

One of the biggest engine shops in the country, this unit is equipped with the
most modern tooling and testing facilities to make a wide range of engines in house. The
Plastic Extrusion Unit Moulds the dashes, bumpers and other plastic components to perfect fit
and finish

5. The Plastic Paint Shop

One of the very few manufacturing units in India to have this facility in-house,
Hyundai's plastic paint shop delivers a high grade finish on exterior plastic components

38
6 .The Test Track
With comprehensive performance testing facilities like rattle testing and ABS
brake testing; this track is designed to meet pre-delivery (PDI) certification standards to
exacting Euro specifications.

PRODUCTS:
HMIL presently markets over 30 variants of passenger cars across six models,
the Santro and Getz in the B segment, the Accent in the C segment, the Elantra in the D
segment, the Sonata in the E segment and the Tucson in the SUV segment.

39
40
 CHAPTER -4

DATA ANALYSIS AND INTERPRETATION

41
 GRAPHICAL REPRESENTATION OF SURVEY
1)Have you heard

about Hyundai motors?

SAMPLE SIZE 50

FREQUENCY CALCULATE PERCE

NTAG
E
YES 43 43*100/50 86%
NO 7 7*100/50 14%

Percentage

Y
E
S

Analysis:-

The project undertaken to know the brand awareness level of

Hyundai motors was conducted in an around hyderabadwith the sample size of
50 through questionnaire when the respondent were ask about whether they had
heard about Hyundai motors or not 43 people out of 50 responded that they had
heard about the product and the rest 7 people had not heard about the product
henceforth 86% of people had heard about the product which means that the
product Hyundai motors is a well recognised and to some extent is a popular
product among the people.

42
 2. Where have you heard about it?

SAMPLE SIZE:43

FREQUENCY CALCULATE PERCENTAGE

Television 10 10*100/43 23%
Hoardings 15 15*100/43 35%
Newspapers & 8 8*100/43 19%
Magazines
Friends & 5 5*100/43 12%
Relatives
Others 5 5*100/43 12%

Analysis:-
Since out of the total 50 sample chosen only 43people had heard about
the product so therefore this question was analysed taking this 43 people and
when this people were asked about where they had heard about the product 10
out of 43 that is 23% people responded that they came to know about the product
through Television, 35% people said they came to know about the product
through hoardings, 19% people respondent that they came to know about the
product through newspapers and magazines and 12 % people through Friends &
relatives and the rest 12% through other sources. Therefore after the analysis it
was clear that the majority of people came to know about the product through
Television and hoardings.

43
 3. How often have you heard or seen it?

SAMPLE SIZE:43

FREQUENCY CALCULATE PERCENTAGE

Many Times 10 10*100/43 23%
Often 12 12*100/43 28%
Sometimes 16 16*100/43 37%
Others 5 5*100/43 12%

Analysis:-
when the sample was asked about how often have they heard or seen the
product 10 out of 43 that is 23% people responded that they have heard about or
seen the product many times 28% people that is 12 out of 43 people said they
have often heard about the product ,16 out of 43 people that is 37% of the total
sample respondent that they have heard or seen the product sometime and 12%
that is 5 out of 43 people responded that they have never heard or seen the
product .Therefore after the analysis it was seen that the majority of people have
seen or heard about the product sometimes.

44
Have you done the test drive?

SAMPLE SIZE:43

FREQUENCY CALCULATE PERCENTAGE

Yes 3 3*100/43 7%
No 40 40*100/43 93%

Analysis: when the sample was asked about whether they have done the test
drive or not it was found that only 3 people out of 43 that is 7% of the total
sample had actually done the test drive and the rest 40 people or 93% of the
people had not test driven Hyundai motors which proved that the people who
had taken test drive in an around Hyderabad are very less.

45
 4. Did you like this product of Hyundai motors?

SAMPLE SIZE:43
FREQUENCY CALCULATE PERCENTAGE
Yes 26 26*100/43 60%
No 9 9*100/43 21%
Not Sure 8 8*100/43 19%

Analysis:-
when the sample was asked about whether they liked the product or
not 26 people that is 60% of the total sample replied that they liked the product
and 21 % people said they did not liked the product and 19 % of were not sure
regarding their preference, Henceforth through the analysis it was seen that a
sufficient number of people liked Hyundai motors.

46
 5. Do you own a personal car?
SAMPLE SIZE:50

FREQUENCY CALCULATE PERCENTAGE

Yes 16 16*100/50 32%
No 34 34*100/50 68%

Analysis:-
The analysis was made taking the whole sample i.e 50 people and
when the sample was asked about whether they own a personal car or not it was
found that 32% of the people that is 16 people out of the sample owned a
personal car and the rest 68% people that is 34 people does not own a car after
the analysis done on the basis of the sample it was found that not a huge number
of people owned a personal car.

47
 6. Do you wish to purchase Hyundai motors?
SAMPLE SIZE:43
FREQUENCY CALCULATE PERCENTAGE
Yes 8 8*100/43 19%
No 15 15*100/43 35%
Not Decided 20 20*100/43 46%

Analysis:-
when the sample was asked about their wish to purchase the product 19% of the total
sample that is 8 people replied that they wish to purchase the product, 35% that is 15 people
said they do not wish to purchase the product and 46% replied that they have not decided
anything regarding the product, after the analysis we came to know that the people who
wished to purchase the product is very nominal.

48
 7. If no which companies car are you planning to purchase?
SAMPLE SIZE:43
FREQUENCY CALCULATE PERCENTAGE
Tata 3 3*100/43 7%
Hyndai 7 7*100/43 16%
Toyota 15 15*100/43 35%
Maruti 5 5*100/43 12%
Others 3 3*100/43 7%
Not Decided 10 10*100/43 23%

Analysis:-
The analysis for this was taken with the help of open ended question and the people who
were surveyed went a long way describing their wishes for different companies product
which included a long list of like Tata, Hyundai, Toyota, Maruti, and etc and out of the total
sample 23% replied that they have not planned to purchase a car and out of the long list of
companies 35% respondent laid their wish or plan to purchase a product of Toyota, proving
that the product of Toyota are pretty much popular amongst the people in an around
hyderabad.

49
8. Why do you want to purchase this brand?

SAMPLE SIZE:43

FREQUENCY CALCULATE PERCENTAGE

Mileage 4 4*100/43 9%
Price 3 3*100/43 7%
Comfort 14 14*100/43 33%
Style 10 10*100/43 23%
Others 12 12*100/43 28%

Analysis:-

When the sample was asked why do they want to purchase the brand Hyundai motors
or what is the attribute which enforces him or her to make the purchase decision 32%
responded they were driven by the comfort of the product, 23% mention that the were
driven by the style and 28% gave the other reasons and the factors like price and
mileage were highlighted very less by the respondent.

50
 9. Do you know the logo of Hyundai motors?

SAMPLE SIZE:43
FREQUENCY CALCULATE PERCENTAGE
Yes 28 28*100/43 65%
No 7 7*100//43 16%
Not Sure 8 8*100/43 19%

Analysis:-

When the sample was asked whether they know the logo of Hyundai motors or not 28 people
out of 43 people that is 65% replied that they know the logo of Hyundai motors and 16% of
the sample that is 5 people said they do not know the logo of Hyundai motors and 19% were
not sure.

51
10. Can you recall any advertising of Hyundai motors.

SAMPLE SIZE:43

FREQUENCY CALCULATE PERCENTAGE

Yes 21 21*100/43 49%
No 7 7*100/43 16%
Not Sure 15 15*100/43 35%

Analysis:-

On surveying whether the people can recall any advertising of Hyundai motors
it was found that 21 people that is 42% of the total sample can recall the
advertising, 16% that is 7 people could not recall the advertising and 35%
replied they were not sure, henceforth after the analysis it was seen that the
advertisement had been effective and stayed in the memory of most of the
people.

52
11. What is the main think you can recall from that advertising?

SAMPLE SIZE:21
FREQUENCY CALCULATE PERCENTAGE
Spacious 8 8*100/21 38%
Interiors 4 4*100/21 19%
Style 3 3*100/21 14%
Comfort 6 6*100/21 29%

Analysis:-
This question was answered by only those respondent who could
recall
the advertising of Hyundai motors, this included 21 people and after the analysis
it was found that the respondent remembered different variables such as the car’s
interiors, its Style, Comfort, glamour, its appearance, its features and many other
things.

53
12. Would you like to recommend this products to others?

SAMPLE SIZE:43
FREQUENCY CALCULATE PERCENTAGE
Yes 18 18*100/43 42%
No 2 2*100/43 5%
Not Sure 23 23*100/43 53%

Analysis:-
When the people were asked whether they would recommend this
product to others18 people that is 36% replied they would recommend this
product to others, 4% replied in a negative way , 46% that is 23 people said they
were not sure an d14% that is the remaining 7 people of the sample did not took
part in the question.

54
 CONCLUSION

Accomplishing this project on brand awareness was an excellent and knowledge

gaining experience for me. Despite small sample size for questionnaire this
project helped me to know the view of customer and common people towards
the brand awareness of Hyundai motors.

Brands are now a central feature of consumer marketing, they are important in
building long-term relationships with the consumer, irrespective of the type of
market. Their
importance is now also being recognized in other markets including service and
industrial. Investing in a brand builds consumer confidence and loyalty and
allows for brand stretching. It requires a consistent and long-term strategy. Only
a few brands have emerged as truly global.

In conclusion I would say that the brand (Hyundai motors) is quite

known to peoples. Hyundai motors has built its brand awareness among a
relatively large number of people in an around hyderabad. The customers are
aware largely of the product with the help of Television and Hoardings and the
product still has a way to increase its advertising channels to reach the relatively
large number of people. The products advertising in the hill stations around
Hyderabad is relatively less and also its awareness.

I would also like to thank all the people who have been so co-operative through
out the survey.

55
 FINDINGS

The following details can be inferred after analysis with a simple size of

50 which included customers, by questionnaire method to find out the brand

awareness towards Hyundai motors with reference to hyundai Motors.

The awareness level of Hyundai motors in an around Hyderabad is

quite high.
The promotional strategy of Hyundai motors is effective in the

form of electronic media and mass media

Most of the customers are aware of advertising campaign that are

being conducted by Hyundai motors.

Brand awareness has a real and visible impact in the buying behaviour
of the people.

Though the customers are having good awareness levels regarding

the product they are not in a frame of mind to purchase it because

of various reasons.

Hyundai motors is facing a tough competition from the

competitors with the same kind of products.

The scale of advertising to promote Hyundai motors is not

satisfactory and has to implement the various medium to offer

advertising of the product.

56
 SUGGESTIONS

Suggestions are done on the basis of finding and analysis of data

collected through questionnaire:-

 In order to promote sale in highly competitive auto market

attractive schemes such as cash discount, complementary gift,
lucky draws, etc. can be given to the customers.

 Customers should be contacted at a regular interval through

phone calls and free servicing of the cars to ask them if they
are facing any problems with the car as because post sale with
the customers may be very important to maintain customers
satisfaction.

 Advertising plays a very important role n increasing the

awareness and in reminding the customer about the products
and services offered by Hyundai motors. Hence advertisement
about the firm and its products and services must be aired on
local T.V channels as well as in newspapers and magazines.

 Since the people tends to forget the advertising of a particular

product a reminder message has to be enforced in a regular
interval and in a proper media which would reach a large
number of potential customers.

 As from the inference we can see that the most important

criteria for selection of the car is its performance which
includes price, mileage, speed, braking efficiency,
maintenance, etc. There would be definite increase in the sale
of the car if this point would be looked into and improved.

57
 Bibliography

Some of the website and magazines referred by me to complete this

project.

Websites:- www.hyundaimotors.com

www.questionpro.com

www.google.com

Magazines:-
Companies Brochures & Manuals. Magazines

Overdrive Business Today

Books:-
Marketing Research - G.C Beri
Marketing Management- Philip Kotler
Marketing Management- V.S Ramaswamy & S.
Namakumari

58
 QUESTIONAIRE ON

BRAND AWARNESS OF HYUNDAI MOTORS

I, the student of --------------------, am conducting brief survey to find

out the brand awareness level of Hyundai motors. I would be highly grateful to
you if you would provide your genuine response by putting a tick mark in a
relevant box.

I sincerely thank you for your humble co-operation.

1) Have you heard about Hyundai motors?

Yes No

2) Where have you heard about it?

Television Hoardings

Newspapers & Magazines

Friends & Relatives Other

3) How often have you heard or seen it?

Many Times Often Sometimes

Never

4) Have you done the test drive?

Yes No

5) Did you like this product of Hyundai motors?

Yes No Not Sure

59
 6) Do you own a personal car?

Yes No

7) Do you wish to purchase Hyundai motors?

Yes No Not decided

8) If no than which companies car are you planning to purchase?

---------------------------------------------.

9) Why do you want to purchase this brand?

Mileage Price Comfort Style Others

10) Do you know the logo of Hyundai motors?

60
 Yes No Not Sure

11) Can you recall any advertising of Hyundai motors?

Yes No Not Sure

12) What is the main think you can recall from that advertising?

------------------------------.

13) Would you like to recommend this products to others?

Yes No Not Sure

14) Personal Information:-

Name:-

Age:-

Above 60

40-50

30-40

Below 30

Sex:-Male Female

Annual Income:-Above 15 lakh

10-15 lakh

5-10 lakh

Below 5 lakh

61
 Address:-
....................................................................................................................
.......................................................................................................................................
.
..........................................................................

62