A

PROJECT REPORT
ON
CUSTOMER SATISFACTION
IN

SUBMITTED TO:
UTTAR PRADESH TECHNICAL UNIVERSITY, LUCKNOW
FOR THE PURSUING THE DEGREE OF
MASTER OF BUSINESS ADMINISSTRATION
(2009-11)

UNDER SUPERVISION OF:

SUBMITTED BY:

MR. AMIT K.GANGAL

(H.O.D)

HUMAYUN SAGEER
Roll NO - 0933070014
M.B.A MARKETING
SIET, GAZIABAD

MS. SHRUTI TYAGI

SARASWATI INSTITUTE OF ENGINEERING & TECHNOLOGY

(AFFILIATED TO UTTAR PRADESH TECHNICAL UNIVERSITY)
(LUCKNOW 2009-11)

ACKNOWLEDGEMENT

As a student, a lot of guidance is needed to me for preparing this report. I am very

grateful to of Hyundai Motor India Limited without whose guidance and help the Last

but not the least I would like to thanks to Mr. Amit K. Gangal (HOD) and Ms.
Shruti Tyagi, Faculty of M.B.A. without whose feedback and encouragement
this project would not have been possible. Their help has gone a long way in
successful completion of my project.
research would never been possible.
I am also indebted to number of consumers for sharing their insight and
experiences with me.
I would like to thank colleagues and friends from SARASWATI INSTITUTE
OF ENGINEERING & TECHNOLOGY, Ghaziabad and elsewhere for their help and
assistance in the compilation of this work.
At last but not least, I would like to thanks all those who directly or indirectly
helped me to prepare this project report.

HUMAYUN SAGEER

DECLARATION

I HUMAYUN SAGEER S/o. Shri BABAR ALI pursuing Master Of Business

Administration (MBA) 2nd year from Saraswati institute of engineering &
technology, Ghaziabad in session 2009-2011. I Hereby Declare That This summer
training Research Project report titled CUSTOMER SATISFACTION ON
HYUNDAI MOTORS is the outcome of my own effort at Reliance Life Insurance
organization under the guidance of Mrs. Neha Rastogi (HR-Manager). The same
report has not been submitted earlier to any institute/University for awarding the any
degree/diploma of Master of Business Administration are any other professional
course. if there will be any violation of IPR than i will be solely responsible to that
and in institute/ university has right to cancelled my degree.

Date
Place : SIET,GHAZIABAD

SIGNATURE IN FULL
HUMAYUN SAGEER
Roll No:

0933070014

TABLE OF CONTENST
Title
Acknowledgement
Declaration
Organization Certificate
College certificate
Part 1:

About Customer Satisfaction

Introduction of organization
Brief history of the organization
Organization Performance
Organization products/services
Major challenges of the organization

Part 2:

Introduction of problem
Object of study
Literature review
Scope of study
Research Methodology
Data Presentation
Results & Findings

Suggestion
Limitation
Conclusion
Part 3:
Bibliography
Annexure
4

ABOUT CUSTOMER SATISFACTION:

Customer satisfaction, a business term, is a measure of how products and services
supplied by a company meet or surpass customer expectation. It is seen as a key
performance indicator within business and is part of the four of a Balanced Scorecard.
In a competitive marketplace where businesses compete for customers, customer
satisfaction is seen as a key differentiator and increasingly has become a key element
of business strategy.[1]
However, the importance of customer satisfaction diminishes when a firm has
increased bargaining power. For example, cell phone plan providers, such as AT&T
and Verizon, participate in an industry that is an oligopoly, where only a few suppliers
of a certain product or service exist. As such, many cell phone plan contracts have a
lot of fine print with provisions that they would never get away if there were, say, a
hundred cell phone plan providers, because customer satisfaction would be way too
low, and customers would easily have the option of leaving for a better contract offer.
There is a substantial body of empirical literature that establishes the benefits of
customer satisfaction for firms.

A. Introduction
Although companies conduct customer satisfaction research for various reasons, the
overall goal is to help them stay as close to their customers as humanly possible.60
Many leading edge companies and research firms focus on obtaining useful feedback
from customers and clients and converting it into actionable steps to improve their
performance. Some want feedback from customers about existing or new products

and services. Others want to know how to target their resources on issues of concern
to customers. Still others want to demonstrate a commitment to listening to their
customers. As a by-product, customer feedback can provide actual examples of good
and bad practices for employee training and continuous improvement efforts. The
organizations objectives define what it wants to learn from customers and guides how
the information is collected. Experts advise that first defining measurable objectives
will allow organizations to learn the effectiveness of your survey, and it will help you
in reinvesting the information you learned.62 In general, the research focus is how
reliably the organization fulfills customer satisfaction and what can be done to
improve. The most active verb when you speak in the vocabulary of customer
satisfaction is to improve. How frequently an organization measures customer
satisfaction depends on the nature of its service and what it wants to gain. For
instance, if customers make daily decisions about the services offered, frequent
measurement is appropriate. Many consumer product and service companies need this
type of day-to-day or weekly information.
The National Performance Review (NPR) found that best-in-business organizations
solicit feedback from customers before, during, and after service. The methods chosen
for measuring customer satisfaction depend on customer characteristics, time
availability, costs, and the information an organization hopes to gather. Many of the
top performing companies identified by the NPR used sophisticated market research
techniques: Feedback was obtained through customer focus groups, customer usage
and attitude surveys, supplier and partner surveys, and detailed telephone, mail, and
personal interviews. In one case, thousands of customer surveys were mailed out each
week. Another company maintained a detailed database containing all pertinent facts
about its customers requirements.65 Common methods of gathering customer

satisfaction information in the commercial world include 1-800 numbers, comment

cards, telephone surveys, mail-based surveys, focus groups, group interviews, and
direct contact between customers and employees. Recently, online surveysthrough
pop-up windows, links, or email invitationshave become popular with many
companies. Each method or combination of methods has advantages and
disadvantages. This section describes five strategies for customer satisfaction research
an improvement .

Measuring customer satisfaction

Organizations need to retain existing customers while targeting non-customers. [2]
Measuring customer satisfaction provides an indication of how successful the
organization is at providing products and/or services to the marketplace.
Customer satisfaction is an abstract concept and the actual manifestation of the state
of satisfaction will vary from person to person and product/service to product/service.
The state of satisfaction depends on a number of both psychological and physical
variables which correlate with satisfaction behaviors such as return and recommend
rate. The level of satisfaction can also vary depending on other factors the customer,
such as other products against which the customer can compare the organization's
products.
Work done by Parasuraman, Zeithaml and Berry (Leonard L) [3] between 1985 and
1988 delivered SERVQUAL which provides the basis for the measurement of
customer satisfaction with a service by using the gap between the customer's
expectation of performance and their perceived experience of performance. This
provides the researcher with a satisfaction "gap" which is semi-quantitative in nature.
8

Cronin and Taylor extended the disconfirmation theory by combining the "gap"
described by Parasuraman, Zeithaml and Berry as two different measures (perception
and expectation) into a single measurement of performance relative to expectation.
The usual measures of customer satisfaction involve a survey[4] with a set of
statements using a Likert Technique or scale. The customer is asked to evaluate each
statement in terms of their perception and expectation of performance of the service
being measured.

Methodologies
This section may contain excessive, poor or irrelevant examples. You can improve
the article by adding more descriptive text. See Wikipedia's guide to writing better
articles for further suggestions. (March 2009)
American Customer Satisfaction Index (ACSI) is a scientific standard of customer
satisfaction. Academic research has shown that the national ACSI score is a strong
predictor of Gross Domestic Product (GDP) growth, and an even stronger predictor of
Personal Consumption Expenditure (PCE) growth. On the microeconomic level,
research has shown that ACSI data predicts stock market performance, both for
market indices and for individually traded companies. Increasing ACSI scores has
been shown to predict loyalty, word-of-mouth recommendations, and purchase
behavior. The ACSI measures customer satisfaction annually for more than 200
companies in 43 industries and 10 economic sectors. In addition to quarterly reports,
the ACSI methodology can be applied to private sector companies and government
agencies in order to improve loyalty and purchase intent. Two companies have been
licensed to apply the methodology of the ACSI for both the private and public sector:
9

CFI Group, Inc. applies the methodology of the ACSI offline, and Foresee Results
applies the ACSI to websites and other online initiatives. ASCI scores have also been
calculated by independent researchers, for example, for the mobile phones sector,[5]
higher education,[6] and electronic mail.[7]
The Kano model is a theory of product development and customer satisfaction
developed in the 1980s by Professor Noriaki Kano that classifies customer
preferences into five categories: Attractive, One-Dimensional, Must-Be, Indifferent,
Reverse. The Kano model offers some insight into the product attributes which are
perceived to be important to customers. Kano also produced a methodology for
mapping consumer responses to questionnaires onto his model.

INTRODUCTION

Introduction of organization

Hyundai Motor India Limited (HMIL) is a wholly owned subsidiary of Hyundai

Motor Company, South Korea and is the second largest car manufacturer and the
largest passenger car exporter from India. HMIL presently markets 34 variants of
passenger cars across seven models. The Santro in the B segment, the Getz Prime, i10
and the Premium hatchback i20 in the B+ segment, the Accent and the Verna in the C
segment, the Sonata Transform in the E segment and the Tucson in the SUV segment.

10

Hyundai Motor India Ltd, continuing with its tradition of being the fastest growing
passenger car manufacturer, registered total sales of 489,328 vehicles in the calendar
year (CY) 2008, an increase of 49.6 percent over CY 2009. In the domestic market it
clocked a growth of 22.4 percent with 245387 units in 2010, while overseas sales

11

grew by 92.5 percent, with exports accounting for 243,931 units in 2009

Vision:
To become one of the top five global
automakers. To achieve this daring vision, the
company initiated a far sweeping corporate
restructing program while bolstering its R&D
efforts to produce automobiles that meet every
higher

standard

of

quality,

safety

and

environmental friendliness.
Making the best use of synergy effects with Kia
Motors, Hyundai Motor Company has set its
sights on providing the finest customer service,
up-to-date technology, flawless quality and the

12

best value in the industry. In addition, the

company will focus its R&D efforts on the

technologies, while at the same time more

aggressively implementing its "Sigma 6,"
quality improvement campaign that will earn

HMIL's fully integrated state-of-the-art manufacturing plant near Chennai boasts of

the greater trust of its customers and ultimately

the most advanced production, quality and testing capabilities in the country. In
contribute to improved business profitability.

continuation of its commitment to provide the Indian customer with global

New Technologies.

technology,
HMIL
commissioned
its second
Pristine natural
environment
is a birthright
and plant in February 2010 which produces
anis additional
units perlegacy
annum,
HMIL's total production capacity to
perhaps the300,000
most important
we raising
can
600,000
bequeath

to

our

children
unitsand

future

per

annum.

generations. Our efforts to develop 'greener'

technologies are unrelenting as we seek new
ways to protect the planet from further

HMIL has invested to expand capacity in line with its positioning as HMC's

environmental

damage.

The

company

is

global export hub for compact cars. Apart from the expansion of production capacity,
placing increasingly greater effort on the

HMIL currently has 272 strong dealer networks across India, which will be further
development of environment-friendly power

bolstered

in

plants which are powered by a variety of

2010.

alternative fuels and which emit less pollution

In 2008, HMIL also successfully completed 10 glorious years of operations in India

than conventional combustion engines.

and
to commemorate
its achievements, initiated a unique trans-continental drive from
Future
car development.
Delhi
to Motor
Paris Company's
in two of ambition
its hugely
popular i10 Kappa cars. The drive created
Hyundai
to become
automobile
one of the top
history
five global
by completing
automakers
a distance
would be of 10,000km in just 17 days after which
impossible
achieve without
continuous
the
i10s weretoshowcased
at the Paris
Motor Show in October. In fact it was at the
investment
into the
future- the Hyundai i20 and the car received a
Paris
Motor Show
thatdevelopment
HMIL first ofunveiled
oriented concept cars that have come to serve

phenomenal response from the auto enthusiasts across the world. Hyundai Motor
as barometers of competitiveness, technology

India also accomplished the landmark of producing the fastest 20th lakh cars in India
and creativity.

in

2008.

Like 2009, the year 2010 had also been a significant year for Hyundai Motor India. It
achieved a significant milestone by rolling out the fastest 400,000th export car.

13

Hyundai exported to over 95 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. 2007
also saw the launch of the i10 and yet another path-breaking record in its young
journey

by

rolling

out

the

fastest

1,500,000th

car.

Hyundai's new model i10 made a clean sweep of all the 'Car of the Year 2008' awards
from the leading automotive magazines and TV channels like BS Motoring, CNBCTV18 AutoCar, NDTV Profit Car & Bike India and Overdrive magazine. The i10 was
also the choice of the discerning automotive media of the country as they conferred
the prestigious 'Indian Car of the Year' (ICOTY) award to the i10 as well.
The Santro and the Accent also received the 'TNS Voice of the Customer 2008' award for the Premium Compact Car (Santro) and the Entry Mid size Car
(Accent). In March 2008 it achieved yet another milestone by rolling out the fastest
500,000th export car.
In 2007, the Hyundai Verna had also bagged some of the most prestigious awards
starting with the Overdrive magazines Car of the Year 2007, the Best Mid-size Car
of the Year award from NDTV Profit Car & Bike India, the Best Value for Money
Car from CNBC Autocar and 'Performance Car of the Year' from Business Standard
Motoring.

Hyundai cars have been a favorite at all awards ceremonies and has won many
awards. The Sonata Embera won the 'Executive Car of The Year 2006' award from
Business Standard Motoring magazine and NDTV Profit Car & Bike India had
declared the Tucson as the 'SUV of The Year 2006'.

14

Not only this, HMIL has also been awarded the benchmark ISO 14001 certification
for its sustainable environment management practices.

Quality. Brand power. These are the two priorities for Hyundai Motor Company as it
prepares for the future. No longer content to follow and learn, Hyundai is now
seeking to lead the motor industry in shaping the evolution of motor vehicles. With
Hyundai's publicly stated goal of becoming one of the top five carmakers in the
world by 2010, the Hyundai brand will require careful repositioning. Management
realizes that achieving this goal will require strong determination, resolve but, above
all, stronger public confidence in the Hyundai name.
It will also carry with it a new set of responsibilities, such as greater transparency in
management and the environmental, social and economic facets of sustainable
development. By publicly announcing a new global environment management body
last year, Hyundai reiterated its commitment to leadership in the social sphere.
Hyundai reinforced its place as a top-rated carmaker by winning the 2003 Global
Automotive Shareholder Value Award presented by PriceWaterhouse Coopers and
15

Automotive News. And for the second consecutive year, Hyundai captured top
honors in the Consumers Satisfaction Survey conducted by J.D. Power and
Associates which also rated the Hyundai Sonata first in its 2002 and 2003 Initial
Quality Survey.

By active implementation of four management policies in 2004, Hyundai will

accelerate the speed of development. First, Hyundai will step up global management
by establishing local support systems across the globe to maintain momentum as a
growing global player, expand overseas manufacturing bases and raise R&D
capabilities above the industry standard. Secondly, by repositioning its brand identity
to be known as a maker of refined and elegant automobiles Hyundai will enhance its
brand value. And by improving its product development system Hyundai will
maximize the company is value.
Thirdly, Hyundai will maintain its sustainable management capabilities. Hyundai will
devote itself to fulfilling social responsibilities as a global carmaker by development
safer and more environmentally friendly vehicles while respecting fundamental
values, striving for ethical management and expanding contributions to social causes.

Lastly, Hyundai will attach greater importance to human resources. We will expand
the recruitment of engineers and global specialists multi-lingual talented individuals
who are at home anywhere in the world.
Hyundai Motor will reinforce its position of strength and confidence by continually
improving its management capabilities.
And by promoting the development of national and international co-prosperity, the
company will raise its net value.

16

SERVQUAL or RATER is a service-quality framework that has been incorporated

into customer-satisfaction surveys (e.g., the revised Norwegian Customer Satisfaction
Barometer[8]) to indicate the gap between customer expectations and experience.
J.D. Power and Associates provides another measure of customer satisfaction, known
for its top-box approach and automotive industry rankings. J.D. Power and Associates'
marketing research consists primarily of consumer surveys and is publicly known for
the value of its product awards.
Other research and consulting firms have customer satisfaction solutions as well.
These include A.T. Kearney's Customer Satisfaction Audit process,[9] which
incorporates the Stages of Excellence framework and which helps define a companys
status against eight critically identified dimensions.
For Business to Business (B2B) surveys there is the InfoQuest box[1]. This has been
used internationally since 1989 on more than 110,000 surveys (Nov '09) with an
average response rate of 72.74%. The box is targeted at "the most important"
customers and avoids the need for a blanket survey.

17

BRIEF HISTORY OF HYUNDAI MOTOR COMPANY

Established in 1967, Hyundai Motor Co. has grown into the Hyundai-Kia Automotive
Group which was ranked as the worlds fifth-largest automaker in 2007 and includes
over two dozen auto-related subsidiaries and affiliates. Employing over 75,000 people
worldwide, Hyundai Motor posted sales of US$74.9 billion in 2007 on a consolidatedbasis and US$32.8 billion on a non-consolidated basis. Hyundai vehicles are sold in
193 countries through

some 6,000 dealerships and showrooms.

Hyundai is expanding its globalization efforts with fresh investments in China,

the United States and Turkey, apart from India. It has emerged as one of the largest car
manufacturers in the world and is currently positioned at fifth rank globally. The goal
is to surge into the global top 3 by 2010.

18

ORGANISATION PERFORMANCE
HMIL gets CSR award from Tamil Nadu Deputy
Chief Minister Mr. M. K. Stalin

Hyundai i10 wins 'Small Family Favourite Car

Award' by CarWale.com

Hyundai i20 wins the Viewers Choice Award at

the Overdrive CNBC TV 18 Awards 2010.

Hyundai Motor India Ltd wins the award for

Customer Service at the Apollo Auto India Best
Brand Awards 2010.

Hyundai i20 wins the Design of the Year award

at the NDTV Profit Car & Bike Awards 2010.

Hyundai i10 brand ambassador Shahrukh Khan

wins the Brand Ambassador of the Year award
at NDTV Profit Car & Bike Awards 2010.

19

Organization Products

HMIL presently markets over 34 variants of passenger cars across seven models, the
Santro, i10 and Getz in the B segment, the Accent in the C segment, the Verna in the
D segment, t Sonata in the E segment and the Tucson in the SUV segment. Recently it
has introduced i-20 in B+ segment.

Santro

Standard Features
Santro
Non-

Fuel Option

Safety
Security

Petrol
LPG
CNG*

AC
S
S

GL
S
S
S

GLS
S
S
S

Child-Safety Rear Door Locks

Seat Belts - Front & Rear

S
Energy Absorbing Steering Column

/ Collapsible

& Dual Side Impact Beams

S
20

Day & Night Inside Rear View

Exterior

Mirror
Central Locking
Self Locking Doors

S
S

S
S
S

Clear Headlamps & Tail lamps

ORVM - Passenger Side
Tinted Glass
Body Colour Bumper
Detachable
Bumper
Insert

S
-

S
S
S
-

S
S
S
S

Moulding
Waistline Moulding
Body Colour Radiator Grille
Rear Spoiler
Full Wheel Cover

S
S
-

S
S
-

S
S
S
S
S

colour
B & C Pillar Trims
Rear Parcel Tray

S
S
-

S
S
S

S
S
S

Front Speaker Grille on Dashboard

Rear Speaker Grille
Ash Tray
Front Map Lamp
Silver Finish Centre Console & AC

S
S
S
S

S
S
S
S

S
S
S
S

Vents
Cup holders

S
S

S
S

S
S

Driver side Front Door Map Pocket

Door Trim with Fabric Insert

S
S

Seating Capacity

Rear Seat Double Folding

Sporty Front Seats
Integrated
Rear
Seat

S
S

S
S

S
S

S
-

S
S

S
S

2 Tone Beige & Brown Interior Key

Interior

Seating

Head

Restraints
Beige & Brown Seat Upholstery

21

Comfort

A/C
Heater

S
S

S
S

Trip meter / Odometer

S
-

S
S

S
S

Internally Adjustable ORVMs

Power Windows Front

Remote Fuel Lid Opener

Remote Tail Gate Release

Low Fuel Warning Lamp

& Power Steering

Convenience

Intermittent Front Wiper & Washer

Technical specification

SANTRO
1.1 L Petrol
Overall Length (mm)
Overall Width (mm)
Overall Height (mm)
Wheelbase (mm)
Front Track (mm)
Rear Track (mm)
Min. Turning Radius (m)
Seating Capacity
Fuel Tank capacity (litre)

3,565
1,525
1,590
2,380
1,315
1,300
4.4
5 Persons
35

Displacement (cc)
Maximum Power (Ps / rpm)
Maximum Torque (Kgm / rpm)

1,086
63 / 5,500
9.8 / 3000

DIMENSIONS

ENGINE

5-Speed Manual with

TRANSMISSION

overdrive in 4th and 5th

Type

Mc Pherson Strut with

Front

Coil Spring
Torsion

SUSPENSION

Rear

Beam

with Coil Spring

22

Axle

BRAKES

Front
Rear

Ventilated Disc
Self Adjusting Drum
155/70 R13, Tubeless

TYRE

Size

Radial

DESIGN:
The new Santro Xing sports stunning design changes which include refreshing
exteriors and new look luxurious interiors. The new front radiator grille, the full
wheel cover and the rear spoiler makes the new Santro Xing aesthetically more
appealing and sporty. With metallic touches at multiple locations and plush new two
tone beige and brown color scheme, the new Santro Xing adds elegance and style to
the existing great looks.

ENGINEERING:

ENGINE:
The Hyundai Santro is powered by the advanced Hyundai Epsilon engine. Employing
a patented cylinder head design with dual inlet valves, tumble ports and pent roof
combustion chamber, this engine produces incredible power at a much lower rpm
compared to any other car in its category. With its unique engine management the
computer continuously sensing what's happening inside the engine, to constantly
monitoring the engine performance, makes it amazingly responsive to your touch and
feel.
Developed to exacting global specifications at its fully integrated manufacturing plant
near Chennai, the new Hyundai 12V SOHC, inline 4 cylinders, 1086cc Epsilon engine

23

fired by a Distributor less Ignition System (DLI), delivering an amazing 63Ps of

power at 5500rpm and an impressive torque is 9.8 kgm at 3000 rpm.

The revolutionary DLI System does away with the distributor that wears away and
needs periodic replacement, thereby significantly reducing maintenance cost. The DLI
system also allows for more precise control of spark timing resulting in improved fuel
efficiency, reduced emission and increased power.
The multi-point fuel injection system along with dual intake valves meters the exact
amount of fuel that your engine needs while a Knock Sensor takes care of varying
Indian fuel quality.
All these advanced features make the Santro surprisingly fuel efficient and guarantees
an engine efficiency that surpasses Euro II norms.

24

I-10

Standard Feature
1.1 Irde

1.1/1.2

1.2 Kappa
Ast

Era

Magna

Sportz

Lamp
S
Outside Rear View

Mirror
S
Tinted Glass
S
Body
Colored

S
S

S
S

S
S

S
S

ORVM
Body

Bumper
Body
Coloured

Side Door Handles Body

Coloured

Tail Gate Handle

Waistline

S
S

S
S

S
S

D-Lite
EXTERIOR

Clear

Headlamps

&

Rear

Combination

Coloured

25

Moulding
Chrom

Chrom

Chrom

Chr

Radiator Grille
Silver Finish
Rear Spoiler with

ome

HMSL
Full Wheel Cover
Sunroof

S
-

S
S
-

S
S
O

1.1/1.2

1.2 Kappa
Ast

Era

Magna

Sportz

Speaker Provision S
Rear Parcel Tray
Deluxe
Front

S
-

S
S

S
S

S
S

Room Lamp
S
Cup holders
S
Front Door Map

S
S

S
S

S
S

S
S

Pocket
Front Door Full

Size Arm Rest

Rear Door Full

Size Arm Rest

Driver/Co Driver

Seat Back Pocket

Metal Finish Inside

Door Handles
Steering Wheel -

Leather Wrapped
Gear Shift Knob - -

S
S

1.1 Irde
D-Lite

INTERIOR

Dual Tone Beige

Interior Key colour S
Moulded Fr & RR
Door

Trim

w/

Leather Wrapped

26

Parking Lever Grip

- Leather Wrapped
Red Sportz Pack

1.1 iRDE

O*

S
-

1.1/1.2

1.2 Kappa
Ast

D-Lite
-

Era
-

Magna
S

Sportz
S

a
S

meter
Electronic

Odometer

Digital Clock
INSTRUMEN Low Fuel Warning

T PANEL

Lamp
S
Door & Tailgate

Ajar Warning
Seat Belt Warning Ignition
key

S
S

S
S

reminder
Battery Saver

S
S

1.1/1.2

1.2 Kappa
Ast

Tachometer
Electronic

Trip

1.1 iRDE

D-Lite
i-Relax Front Seats S
Front
Power

Era
S

Magna
S

Sportz
S

a
S

Windows
Rear

Power

Windows

with

COMFORT

Child Lock
Driver side Front -

S
S

S
S

S
S

&

Power

CONVENIEN with

Window
Autodown

27

CE
and Illumination
Air
Conditioner
with Heater
S
4 Speed Blower
S
Motor
Driven

S
S

S
-

S
S

S
S

Steering
Tilt Steering
Folding type Rear

S
-

S
S

S
S

S
S

Seat
Internally

Grips
S
Remote Fuel Lid

Opener
Seat Belt

Washer
Defogger Rear
Passenger Vanity

S
S

S
S

Mirror
Driver

Music -

S
S

S
S

(Electronic) Power

Adjustable
ORVMs
Foldable

Assist

Hook

cavity
Rear Wiper

&

Vanity

Mirror
Boot/Luggage
Lamp
2
DIN

System(Radio+CD
+MP3) with digital
clock display
28

4 Speakers
Roof Antenna
Automatic

S
S

S
S

Transmission

O***

O**

1.1/1.2

1.2 Kappa
Ast

Era
S

Magna
S

Sportz
S

a
S

Night)
Central Locking (5

Doors)
Keyless

S
S
S

Pretensioners
Impact
Sensing

S
S

1.1 iRDE

RHD Controls
Inside Rr View
Mirror

(Day

&

Entry

SAFETY

& (Key Type)

Front - Fog Lamps
SECURITY
ABS
Seatbelt

Auto

D-Lite
S

Door

Unlocking
Dual Airbags

Technical Specification
1.1 iRDE
ITEMS
DIMENSIONS
Overall Length (mm)
Overall Width (mm)
Overall Height (mm)

3565
1595
1550
29

1.2 Kappa

Wheelbase (mm)
Ground Clearance (mm)
Front Track (mm)
Rear Track (mm)
Fuel Tank capacity (l)

2380
165
1400
1385
35

ENGINE
No.of cylinders
No. of valves
Valvetrain (type) (SOHC /

1.1 iRDE
4
12

1.2 Kappa

DOHC)
Displacement (cc)
Maximum Power (Ps/rpm)
Maximum
Torque

SOHC
DOHC
1086
1197
66.6/5500 80/5200

(Kgm/rpm)

10.1/2800 11.4/4000

16

TRANSMISSION
Type

Manual
S
Automatic -

S
O*

SUSPENSION
Mc Pherson
Strut
Front Suspension

with

Stabilizer bar
Coupled
Torsion

Rear Suspension

Beam

Axle

with

Coil

Spring

BRAKES
Ventilated
Front
Rear

Disc
Drum

TYRE
30

Size

155/80 R13

Getz

Standard Features
Getz
1.1 Petrol

1.3 Petrol
GVS

Standard Features
GLE
Child-Safety Rr Door

Safety
Security

Exterior

&

GVS

Option

GLS

GLX

Locks
S
HMSL
S
Dual Horn
S
Day & Night Inside

S
S
S

S
S
S

S
S
S

S
S
S

Rear View Mirror

S
Central Locking (5

Door)
Clutch Lock
Front - Fog Lamps
ABS
Headlamp Levelling

S
-

S
S
-

S
S
-

S
S
S
-

S
S
S
S

Device
RHD Controls

S
S

S
S

S
S

S
S

S
S

Both Side ORVMs

Tinted Glass
Body Colour ORVMs
Body Colour Bumper
Body Colour Side

S
S
S

S
S
S

S
S
S

S
S
S
S

S
S
S
S

Door Handles

31

Body

Colour

Rear

Garnish
Detachable Insert -

Bumper Moulding
S
Waistline Moulding
S
Rear Spoiler with

S
S

S
S

S
S

S
S

HMSL

Hub

Hub

S
Alloy

Wheel Cover
Alloy Wheels

Cap
-

Cap
-

Full
-

Full
-

Wheel
S

B & C Pillar Trims

2 Tone Beige Interior S

Rear Parcel Tray
S
Wooden
Centre

S
S

S
S

S
S

S
S

console
Map Pocket - Frnt

Door
S
Front Door Full Size

Arm Rest
S
Rear Door Full Size

Arm Rest
Door
Trim

S
S

S
S

S
S

S
S

tray
S
TGS Knob - Metal

Finish
Foldable Assist Grips

S
S

S
S

S
S

S
S

S
S

Instrument

Tachometer

Panel

Electronic Tripmeter
Digital Clock

S
S

S
S

S
S

S
S

S
S

with

Fabric Insert
Centre Console Tray
Luggage
Compartment

side

32

Low Fuel Warning

Door Ajar Warning
Tailgate Ajar Warning

Seating

Comfort

&

Convenience

S
S
-

S
S
-

S
S
-

S
S
S

S
S
S

Seating Capacity
5
Rear Seat Double

Folding
S
60:40 Split in rear

Backrest
S
Driver Seat Armrest
Reclining Rr Seat

S
-

S
-

S
S

S
S

Back Rest
Cloth Upholstery

S
Semi

S
Semi

S
Semi

S
Full

S
Full

A/C
Heater
Blower Speed
Power Steering
Tilt Steering
Internally Adjustable

S
S
4
S
S

S
S
4
S
S

S
S
4
S
S

S
S
4
S
S

S
S
4
S
S

ORVMs
S
Front & Rear Power

Windows
Remote Fuel

S
S
-

S
S
-

S
S
-

S
S
S
S

S
S
S
S

Washer
S
Vanity Mirror - Co-

Driver side
Power Outlet
Roof Antenna

S
S
S

S
S
S

S
S
S

S
S
S

Lid

Opener
Clutch Foot Rest
Rear Wiper & Washer
Rear Defogger
Variable Intermittent
Front

Wiper

&

S
S
S

Technical Features
33

Overall Length (mm)

Overall Width (mm)
Overall Height (mm)
Wheelbase (mm)
Ground
Clearance
DIMENSIONS (mm)
Front Track (mm)
Rear Track (mm)
Kerb Weight (Kg)
Fuel Tank Capacity
(L)

Getz Prime
1.1 L PL
3825
1665
1515
2455
160
1450
1440
995

(Ps/rpm)
Max.

1012-1033

45

No. of Cylinders
4
Displacement (cc)
1086
Maximum
Power
ENGINE

1.3 L PL

1341

66.6/5500

82.9/5500

10.4/3200

11.8/3200

Torque

(kgm/rpm)

Mc Pherson Strut with Torsion bar

SUSPENSION

BRAKES

Front Suspension

& coil spring

Dependent Torsion beam axle &

Rear Suspension

coil spring

Front
Rear

Discs
Drum
155/80R13 (GLE, 175/70R13
GVS)
(GLS)
175/70R13 (GVS 175/65R14

TYRES
Size

Option)

DESIGN

34

(GLX)

Inside and out, the GETZ represents an ideal blend of form and functionality. Its
unique and attractive design has been quick to steal the glances on all the roads where
it has made its appearance. With a fresh new Euro- Chic styling, thoughtfully
designed interiors and a refined 1.3L SOHC engine, its all set to give you your first
global driving experience.

ENGINEERING

ENGINE
1.3-litre petrol- The awesome refined 1.3L SOHC provides the Getz Prime with
unmatched power while taking care not to compromise on fuel economy. So wherever
in the world you drive, you rest assured that you will get a solid drive thats also easy
on

your

pocket.

Another

reason

why

its

world

favorite.

1.1-litre petrol- To enhance your choice the proven powerful, fuel efficient eRLX
engine, remapped to deliver even better performance characteristics, is now available
on Getz Prime

TRANSMISSION
Getz offers the standard 5 speed manual transmission which gives an improved shift
feel and requires lesser shifting effort and lesser gear sticking. This transmission is
ideal for a car in this segment in Indian road conditions.

35

I-20

Standard Feature
1.4
1.2
ENGINE & TRIM PLAN

Gamma

Kappa

1.4

PL

CRDi

(AT)

S
S
S
S

S
S
S
S

S
S
S
S

Ignition Key Reminder - CLS disabled

Immobiliser
Impact sensing auto door unlock
Fog Lamps (Rear)
Fog Lamps (Front)

S
S
S
S
DSL

S
S
S
S
S

S
S
S
S
S

ABS with EBD

Dual Airbags (Front)
PAB (Passenger Airbag) ON/OFF Switch
Front Seat belt Pretensioners
Side & Curtain Airbags (4 air bags)

only
-

S
S
S
S
-

S
S
S
S
S

SAFETY & SECURITY

Day & Night Inside Rear View Mirror
RHD (Right Hand Drive) Controls
3 point rear centre seat belt
Central Locking (5 DR CLS)

36

PL

EXTERIOR
Wraparound Clear lens headlamps & tail lamps
Body Coloured Bumpers
Body Coloured Outside Mirrors
Body Coloured Outside Door & Tailgate Handles
Body Coloured Radiator Grille
Roof Antenna
Full Wheel Covers
Alloy Wheels
Sunroof

S
S
S
S
S
S
S
175/70

S
S
S
S
S
S
S
185/65

S
S
S
S
S
S
S
S
185/65

Tyre size
INTERIOR
2 Tone Beige Interior Colour
Full Fabric Cloth Upholstery
Chrome finish Inside Door Handles
Theatre dimming room lamp
Map Pockets - Front Doors
Centre Console Multi-purpose storage box
Floor console trays (2 nos.)
Cup-holders (2) & Bottle holder
Passenger Side Seat Back Pocket
Rear Parcel Tray
Coat Hook

R14

R14

R14

S
S
S
S
S
S
S
S
S
S
S

S
S
S
S
S
S
S
S
S
S
S

S
S
S
S
S
S
S
S
S
S
S

Luggage hooks (2 nos. in trunk)

Leather Wrapped Steering Wheel
Metallic Insert in Steering Wheel
Leather & Chrome finish Gear Knob
Front map lamps
COMFORT & CONVENIENCE
Air Conditioner with Heater
AC vents with shut off option (front)
Glove Box Cooling
Rear AC Cooling Ducts
Electronic Power steering (MDPS)
Tilt & Telescopic Steering
Power Windows - Front & rear
Power Window Switches

S
-

S
S
S
S
-

S
S
S
S
S

Manual
S
S
S
S
S
S

FATC
S
S
S
S
S
S

FATC
S
S
S
S
S
S

S
S
S

S
S
S

S
S
S

Driver Side Autodown

Driver Side Safety
Illumination
37

Timelag
60:40 Split Rear Seat with Flat folding facility
Height Adjustable Headrests - Front & Rear
Front & Rear Door Full Size Armrests
Clutch Footrest
Rear Defogger with timer
Battery Saver
Cigar Lighter
Portable Ashtray
Luggage Lamp
Internally Adjustable ORVMs
Electrically Adjustable ORVMs
Electrically Folding ORVMs
Height Adjustable Driver Seat
Keyless Entry with Folding Key
Rear Wiper & Washer
AUDIO
In-dash 2 DIN CD+MP3 Music System
4 Speakers & 2 Front tweeters

S
S
S
S
S
S
S
S
S
S
-

S
S
S
S
S
S
S
S
S
S
S
S
S
S

S
S
S
S
S
S
S
S
S
S
S
S
S
S

S
S
Aux

S
S
S
S
Aux + Aux

Audio Inputs - Auxillary & USB

only
Steering Audio Remote
INSTRUMENT PANEL / CENTRE FASCIA DISPLAY
Tachometer
S
Low Fuel Warning lamp
S
Door & Tailgate Ajar Warning lamps
S
Electronic Multi display Meter
Audio display
S
Dual Trip meter
S
Driving Time
S
Digital Clock
S
Calendar
S
Outside Temperature
S

USB
S

USB
S

S
S
S

S
S
S

S
S
S
S
S
S

S
S
S
S
S
S

Driver Seat Belt Warning - lamp & chime

Seat Belt Warning (other 4 seats)
Passenger Airbag On/ Off display

S
S
S

S
S
S

38

S
-

Technical Features

1.2 Kappa
ITEMS
DIMENSIONS
Overall Length (mm)
Overall Width (mm)
Overall Height (mm)
Wheelbase (mm)
Front Track (mm)
Rear Track (mm)
Fuel Tank capacity (litres)
ENGINE
No. of cylinders
No. of valves
Valvetrain (type) (SOHC /

PL

1.4 CRDi

3940
1710
1505
2525
1505
1503
45

45

45

4
16

4
16

4
16

1396
90/ 4000
22.4/

1396
100/ 5500

1750~2750

13.9/ 4200

5-speed M/T

4-speed A/T

DOHC)
DOHC
Displacement (CC)
1197
Maximum Power (Ps / rpm)
80/5200
Maximum Torque (kgm /
rpm)
TRANSMISSION

1.4 Gamma

11.4/4000

PL (AT)

5-speed
Type (MT/AT)
SUSPENSION
Front Suspension

M/T

Rear Suspension
Shock Absorbers
BRAKES
Front
Rear
TYRE

absorber
Gas-filled, Telescopic Dual acting type

Mc Pherson Strut with Gas shock absorber

Couple Torsion Beam Axle with Gas shock

14" Disc
8" Drum

14" Disc
14" Disc

175/70

Tubeless tyres, Size

14" Disc
14" Disc
185/65 R14

R14
185/65

175/70 R14

R14

185/65 R14
39

40

Accent

Standard Features
Accent
Executive

Dimension & Weight

Engine

Overall Length (mm)

4250

Overall Width (mm)

Overall Height (mm)
Wheelbase (mm)

1670
1370
2440

Ground Clearance (mm)

Front Track (mm)
Rear Track (mm)
Fuel tank Capacity (L)

172
1435
1425
45

No. of Cylinder
Displacement (CC)

4
1495

Max. Power (Ps/rpm)

95/5500
Max. Torque (Kgf-m /
Performance
Transmission

rpm)

12.7/3500

Transmission

5 Speed Manual

Mac pherson strut with

Suspension

Front Suspension

coil spring & stabilizer bar

Dual link with coil spring

Rear Suspension

& anti roll bar

Steering
41

Power assisted rack &

Type

pinion

Brakes

Front
Rear

Ventilated Disc
self adjusting drums

Tyres

Type

175/70 R 13

Design
Hyundai Accent has been designed keeping in mind your expectations from a true
luxury sedan. With its smooth blend of design, a zippy responsive engine and well
appointed interiors, the Accent sure packs a lot more thrill into your driving. Accent
offers all that a mid-sized sedan can pack and more.
2.0

Engine

Model Designation
No. of Cylinders
Fuel system
Displacement (cc)

2.4 VTVT
4-Cylinder
MPFI
2359
5 - Speed

CRDi VGT CRDi VGT

Transmission

Manual

Manual

H-Matic

175/6000

150/3850

150/3850

23.8/4000

32.1/2000

32.1/2000

Max.
Performance

2.0

CRDi
CRDi
1991
1991
6 - Speed 4 - Speed

Horsepower

(Ps/rpm)
Max.
Torque

(kg

m/rpm)

Independent Double Wishbone with coil

spring and gas shock absorber and
Suspension

Front Suspension

antiroll bar
Fully independent Multi-link with coil

Rear Suspension

springs, Gas shock absorber and anti-roll

42

bar

Steering

Steering System
Rack & Pinion
Hydraulic
Power
Assisted

Standard

Front / Rear Brakes

Ventilated Disc / Solid Disc

Brakes

ABS with EBD

Yes

Wheels

Type
Wheels
Tyres

Alloy
6.5 J X 16
215/60 R16 (Tubeless)

DESIGN
An aero dynamical marvel the Sonata has a distinct European exterior styling and
body design. The dynamic body contours with prominent edge styling, forceful
character lines & sleeker body make it a show stealer on the road.

ENGINEERING

ENGINES
Sonata is available in 2 different 4-cylinder, powerful engine configurations a 2.0
CRDi VGT Diesel engine and a 2.4 DOHC VTVT Petrol engine.

PETROL ENGINE

43

The 2.4 DOHC VTVT Petrol engine is the second generation Theta 4 cylinder petrol
engine features variable valve timing for the exhaust as well as the intake. 2359 cc
generates 175 Ps @ 6000 rpm and 23.8 Kgm @4000 rpm.

44

CRDi Engine:
2.0 CRDi VGT Diesel
Technical changes to the exhaust gas heat transfer system of the CRDi VGT 1991 cc
Diesel engine , increased power to 150 Ps at 3850 rpm still producing masses of
torque (32.1 Kgm at 2000 rpm).

45

Tucson

STANDARD FEATURES

Exterior Feature

Hyundai Tucson
Roof Rails
Dual Muffler
Side Garnish
Two Tone Body Colour
Chrome Rear Garnish
Underbody Skid Plate
Digital Clock

S
S
S
S
Chrome
S
S

Audio MP3 Function

S
Front Passenger Seat Folding
(Forward)
S
Front Center Console Storage
Seating

Box
Front Armrest
Fog Lamps
Battery Saver
Rear Seat Back Hooks
Shopping Hool
Cargo Side Pocket

S
S
S
S
S
S
S

Hyundai Tucson
Overall Length(mm)

4325

Technical Features:
Dimension & Weight

46

Transmission

Overall Width(mm)
Overall Height(mm)
Wheel Base(mm)
Tyre Size
Type
Fuel
Power
Max. Torque (Kg-m@rpm)
Drive System

1830
1730
2630
215/65R16
Turbocharged CRDI
Diesel
112@4000
25@1800-2800
Full time 4-WD
Macpherson strut with Coil

Suspension

Front
Rear

Spring
Dual Link
Pneumatic

Engine

Brakes

Shock Absorbers
Ventilated Disc, Front
Disc, Rear
Antilock Braking System
Traction Control System

assisted

hydraulic double acting type

S
S
S
S

ENGINEEERING:

ENGINE
The 2.0 liter CRDi engine of Tucson is for those who want the best of everything. The
performance, strength and frugality of a diesel motor together with quietness &
smoothness of petrol is a reality, thanks to the uniformly maintained high pressure in
common rail of the 2.0L CRDi engine. The power and torque are amazing at 112 Ps
@ 4000 rpm & 25 kgm at as low as 2000 rpm. And also it has a 4WD system with 5
Speed Transmission.

47

MAJOR CHALLENGES OF HYUNDAI MOTOR

Hyundai Motor's Chung Challenges Brother's Widow With Engineering Bid
Plan

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Hyundai Motor Group, parent of South Koreas two largest carmakers, will bid for a
$2.5 billion stake in Hyundai Engineering & Construction Co., setting up a contest
between the nations second-richest man and his brothers widow.
The group, which includes Hyundai Motor Co. and Kia Motors Corp., will submit a
letter of intent today, it said in a regulatory filing in Seoul.
A successful bid would reunite Hyundai Motor with former affiliate Hyundai
Engineering, the nations largest builder. Hyundai Engineerings creditors, including
Korea Exchange Bank, will accept final bids for their combined 35 percent share in
the construction company by Nov. 12, sale arrangers Bank of America Corp.s Merrill
Lynch & Co., Woori Investment & Securities Co. and Korea Development Bank said
last week.

48

Buying into Hyundai Engineering is a part of Hyundai Motors efforts to develop a

new engine of growth, said Yim Eun Young, a Seoul-based analyst at Dongbu
Securities Co. Its not unreasonable for Hyundai Motor to consider acquiring a stake
if the price is reasonable.
Hyundai Engineerings market capitalization is about 8.32 trillion won, pricing a 35
percent stake at about 2.91 trillion won ($2.5 billion), based on todays closing share
price.
Family Ties
Hyundai Motor Group will compete with Hyundai Group, which said today it may
submit a preliminary bid for the stake before Oct. 1. Hyundai Group affiliates
Hyundai Merchant Marine Co., Hyundai Elevator Co. and Hyundai Securities Co.
said in August they planned to make an offer.
Hyundai Motor and its affiliates severed ties with the former Hyundai Group in 2000
as part of a plan to split the business into three operations, each of which was to be
managed by one of founder Chung Ju Yungs three sons.
The carmaker is controlled by Chung Mong Koo, the son of the founder, while his
brothers widow, Hyun Jeong Eun, controls the current Hyundai Group. The old
Hyundai Groups shipbuilding unit, which includes shipyard Hyundai Heavy
Industries Co., was also spun off.
Hyundai Motor is involved in the construction business through its unlisted Hyundai
Amco Co. unit and has no plans to merge it with Hyundai Engineering, it said today.

49

The group also said it would keep the current workforce at Hyundai Engineering after
a takeover.
Future Growth
We decided to bid for Hyundai Engineering in order to strengthen the groups
business portfolio for future growth, Hyundai Motor Group said in a regulatory filing
today.
While a stake in Hyundai Engineering could help protect the automaker from a
sudden slowdown in the car business, it risks losing focus if it expands into a new
industry, said Park Hwa Jin, a Seoul-based analyst at Shinyoung Securities Co.
Its too early to judge how Hyundai Engineering could contribute to Hyundai Motor
Group while it still has many things to accomplish in the car business, such as adding
environmentally friendly models, Park said.
Hyundai Motor was unchanged at 161,500 won in Seoul trading today, while Hyundai
Engineering gained 4.9 percent.
Hyundai Merchant Marine, South Koreas second-largest shipping line, jumped to its
highest in almost three years in Seoul trading. The company rose by the daily limit on
speculation a battle for Hyundai Engineering may also lead to a fight for control of
the shipping line, said Kang Seong Jin, an analyst at Tong Yang Securities Inc.
Largest Deal
Should Hyundai Motor Group acquire a stake in Hyundai Engineering, the deal may
be its largest since 1998 when it acquired shares in Kia Motor Corp. for 1.2 trillion
50

won in cash and assumed debt of 2.7 trillion won, according to data compiled by
Bloomberg.
The group plans to finance the acquisition internally, it said today. Hyundai Motor and
Kia had combined cash and equivalents of 9.2 trillion won as of the end of June,
according to their financial statements.
Hyundai Engineerings creditors plan to sell their stake for as much as 20 percent
more than its market value, an official at one of the creditors said earlier this month.
He declined to be identified because the information isnt public.
Hyundai Motor Group hired Goldman Sachs Group Inc. and HMC Investment &
Securities Co. as financial advisers while Kim & Chang was picked as a legal advisor
to work on the bid, it said today in the filing, confirming previous local media reports.
To

contact

the

reporter

on

this

story:

Sookyung

Seo

in

Seoul

at

sseo10@bloomberg.net
To contact the editors responsible for this story: Kae Inoue at kinoue@bloomberg.net

51

52

INTRODUCTION OF PROBLEM
The company wants to know more about the customers satisfaction. Its very
important for every marketer to know about the satisfaction motives of the customers
because it helps them to design programs to retain customers & increase goodwill of
the company. It also helps them to increase brand loyalty. So it becomes a problem for
a company to know about customer satisfaction.

The respondents selected to be interviewed were not always available

and willing to co- operate. Also in some cases the respondents were
found to not have the knowledge, opinion, attitudes or facts related
with the products. Moreover our survey consisted of 182 males and
only 15 females which led to gender biasness.

We have taken the sample size of 200, which cannot determine the
satisfaction of the total customers. The sample has been drawn from
only from one service centre.

53

OBJECTIVE OF STUDY
1. Evaluating post service satisfaction of Customers.

2. Developing suggestion docket.

3. Increase the customer satisfaction of the MR Hyundai by providing better services

& reduce service time.

4. Study about the problem in the servicing in order to the satisfaction level of the
customers.

5. Study service level of the Hyundai provided to their customers.

6.

Study about the need of improvement in existing Service system.

54

LITERATURE REVIEW
Consumer is the central figure of all marketing activities. It is the consumer who
determines the growth, prosperity and even existence of a business enterprise. Hence
the marketer should always feel the pulse of customers. In order to understand the
pulse of the customers, the marketer needs to understand fully the needs of the
consumer. It helps him to plan his production and distribution to suit to the needs and
convenience of customers .It also helps him to plan suitable marketing strategies.
Thus it is very essential for every marketer to know his customers satisfactions.
Motive is a strong feeling, instinct, desire or emotion that makes a person to do
something. When a motive makes a person to use a product, then it becomes a
customer satisfaction. Thus customer satisfaction means the influence and
considerations which makes a customer to use a particular product. According to D.J.
Duncan, customer satisfactions are those influences or considerations which
provide the impulse to use, induce action or determine choice in the purchase of
goods and services. Customer satisfactions are mainly two types, manifest motives
and latent motives. Manifest motives are those motives which are known to the
customer and also ready to admit them. But on the other hand latent motives are either
known to the customer. Customer satisfaction can also be calculated as follows
1

1. Product or patronage motives

2. Emotional and rational motives

3. Inherent and learned motives

55

Product and patronage motives

Product motives: it refers to those influences and

reasons which make the consumer to buy a certain product in preference

to another. These explain why people buy a certain product. Product are
of two types:

Primary product motives: These motives induce a consumer to purchase general class
of the product. These motives relate to the basic needs of people like hunger, thirst,
sleep

56

SCOPE OF STUDY
MR Hyundai working philosophy is particularly based on Prepare employees for the
future developments with developments in their personality. As competition is very
much intense hence the management is working hard for customer relationship to
achieve future business growth.
As it is newly opened organization hence as every other organization it is also
facing some management problems. Management is trying to overcome all
these problems and achieving systematic workings here. Each and every
department is distinguished for the employees. Every employee is having its
own designation and job profile and he/she has to work under that profile only.
For each segment of the vehicles, MR Hyundai is having its separate
executives. Departments are connected through local area networks.
The main aim of management here is self development of employees. So that,
they can be empowered for the benefit of the organization and be able to take
future responsibilities. It starts with the joining of the employee in the
organization. Initially, they have to work under various departments till his/her
probation period would be over. They have to start their works from the
ground level, so that they can understand the reality of the business here. Daily
reporting at the morning and the evening make them up to date with the
objectives and their future targets. The senior management knows that how
they are doing their work and in which way they have to be directed.

57

RESEARCH METHODOLOGY

2.5.1

DESIGNS,

TECHNIQUE,

AND

DATA COLLECTION

METHOD
Convenience Sampling was adopted to choose the respondents. The respondents
comprised both male and female of different age groups, from varying income group,
coming from different educational backgrounds.

EXPLORATORY RESEARCH:
As the term suggests, exploratory research is often conducted because a problem has
not been clearly defined as yet, or its real scope is as yet unclear. It allows the
researcher to familiarize him/herself with the problem or concept to be studied, and
perhaps generate hypotheses (definition of hypothesis) to be tested. It is the initial
research, before more conclusive research (definition of conclusive research) is
undertaken. Exploratory research helps determine the best research design, data
collection method and selection of subjects, and sometimes it even concludes that the
problem does not exist!
Another common reason for conducting exploratory research is to test concepts before
they are put in the marketplace, always a very costly Endeavour. In concept testing,
consumers are provided either with a written concept or a prototype for a new, revised
or repositioned product, service or strategy. Exploratory research can be quite
informal, relying on secondary research such as reviewing available literature and/or
data, or qualitative approaches such as informal discussions with consumers,

58

employees, management or competitors, and more formal approaches through indepth interviews, focus groups, projective methods, case studies or pilot studies. The
results of exploratory research are not usually useful for decision-making by
themselves, but they can provide significant insight into a given situation. Although
the results of qualitative research can give some indication as to the "why", "how" and
"when" something occurs, it cannot tell us "how often" or "how many". In other
words, the results can neither be generalized; they are not representative of the whole
population being studied.

2.5.2 PLAN OF ANALYSIS:

The data obtained through questionnaire was processed using the statistical.
Additional information obtained from various business journals, magazines,

newspapers, websites etc. are also analyzed.

2.5.3 QUESTIONNAIRES:
Questionnaire is an important step in formulating a research design. Once the
researcher has specified the nature of research design, and determined the scaling
procedures, he or she can develop a questionnaire.

Any questionnaire has three specific objectives.

11. It must translate the information needed into a set of specific questions that the
respondents can and will answer.

59

22. It must uplift, motivate and encourage the respondent to become involved in
the interview, to cooperate, and to complete the interview. Incomplete
interviews have limited usefulness at best.
33. It should be able to minimize response errors.
It was also important as researchers to respect the samples time and energy hence the
questionnaire was designed in such a way, that its administration would not exceed 45 minutes. These questionnaires were personal administered.
This survey is being conducted to find out that whether you are satisfied with the
service provided by Hyundai Motor India Limited. This survey is purely meant for
academic purpose and not for commercial use.
We would be grateful and appreciate your co-operation in filling this questionnaire.

2.5.5 METHOD DATA ANALYSIS:

We have used the software to analyze our data accurately. After the respondents had
filled in the questionnaires, the data was entered into the software and the analysis
was made thereby.

2.5.6 FIELD WORK

Fieldwork plays an important role in collecting the data. I have filled up the
questionnaire at MR HYUNDAI. Some important points which I kept in mind while
doing the fieldwork.1 To make the respondents comfortable before questioning him by introducing
myself as student and ensuring the respondent that all information collected is
only for academic purpose and will be kept confidential
2 Ensure that all the questionnaires are filled by the customers only.
60

3 Not to lead a person into any preconceived notion

4 Not to influence the respondents answers in any way/form.
5 Use simple language, so that the technical language does not intimidate the
respondent.

SAMPLE STATUS

The sample size is 200 which is chosen from the customers visiting the MR
HYUNDAI for getting their car serviced.

61

DATA PRESENTATION & ANALYSIS

Which car do you currently use?

140

120

100

80

Count

60

76

40

62

20

44

Verna

Sonata

0
Santro

I-10

Getz

Accent

Tucson

Current car
Interpretation: In our survey, out of 200, 76 of the respondents use Santro followed
by 62 of the respondents use i-10 , 44 of the respondents use Accent. The rest of them
were those who use Getz, Verna, Sonata, and Tucson .
Analysis: When it comes to Hyundai, it is observed that Santro has been the most
popular passenger car followed by i-10. India being a price sensitive market, the main
reason behind the sale of Santro is the price at which they are sold. I-10 being the

62

latest entry has started being popular. It is then followed by the premium cars like
Accent and Sonata and SUVs like Tucson.

What is the average distance you travel in the car daily?

Interpretation: In our survey, 58.5% of the respondents use at an average of 20 to 50

Kms. daily followed by 26.5% of the respondents who use 51 to 100 Kms. daily. The
rest was followed by 8.5% who use less than 20Kms. a day followed by only 6.5%
who use really long, i.e., more than 100 Kms. everyday.

Analysis: It has been observed that majority of the respondents travel almost 20 to 50
Kms. daily. In the busy schedule today, people prefer to travel in their own vehicle
rather than relying on public transport. Only 6.5% of the respondents preferred to
drive long, i.e., more than 100 Kms. everyday.

63

How often do you service your car?

Interpretation: 79% of the customers brought in their car for servicing every 4 to 6
months.9.5% serviced their car once in more than 6 months. 8% of their got their car
every 2 to 4 months for servicing and only 3.5% of them serviced every 2 months.

Analysis: Majority of the cars were serviced at regular intervals as instructed by the
service manual. i.e., every 4 to 6 months. It also depended on the distance they
covered over these months. Around 3.5% of the cars came for servicing within 2
months. These mainly comprised of the new vehicles which had come down for the
first service.

64

 You have availed the services from which of the following service

stations?

Analysis: I have limited my survey to MR HYUNDAI only. But there were customers
who had prior serviced their cars at other service centers too. In those cases, I have
considered the other service centre. Majority of 76 respondents serviced their cars at
MR HYUNDAI followed by other service centres like local mechanics or service
centre.

Interpretation: Since my survey was limited to MR HYUNDAI, the majority of the

respondents were from MR HYUNDAI.

65

 How satisfied are you with the quality of the service?

Interpretation: Most of the respondents were in the category of Extremely satisfied,

Quite satisfied or Slightly satisfied category.75% of the respondents were extremely
satisfied with the quality of service followed by 16.5% respondents who were quite
satisfied. 8 out of 200 respondents were slightly satisfied with the quality of service.

Analysis: This is to determine the satisfaction level based on the quality of service.
Quality of the after sales service plays a very important role in making the company a
market leader.

66

 Rate your satisfaction based on the understated parameters on the

following scale at MR HYUNDAI Service Centre.

Interpretation: 59% of the respondents were satisfied with the service time taken by
the service centre followed by 19.5% who were somewhat satisfied with the service
time. Only1% of the respondents was dissatisfied with the time taken by the service
centre.

Analysis: Service Time plays a very important role in satisfying the customers today.
In todays busy world, no one likes to wait for their cars to get serviced. The faster is
the car serviced, the higher is the level of satisfaction of the customers.

67

 Did you ever face a similar problem getting repeated after a service?

If similar problem
have been faced
after the service?
Yes
No
20

80

Interpretation: 20% of the respondents felt that a similar problem was repeated after
a service.

Analysis: It brings a bad reputation to the service centre if a similar problem gets
repeated. Thus the company needs to minimize this in order to increase the
satisfaction level of the customers.

68

 If yes, whether the complaints were attended and successfully rectified?

If yes, whether the

complaints were attended
and successfully rectified?
Yes
No

32

68

Interpretation: 68% of the respondents felt that their complaint was immediately
attended and successfully rectified. 32% of the respondents felt that their complaints
werent rectified even after repeated complaints.

Analysis: It is observed that some problems werent rectified even after repeated
complaints. Company should seriously take this into consideration and work upon it.
It is this factor that could create a threat to the company.

69

Customers preferring to have their cars picked up for

servicing.

Would the customer prefer pick up and drop back

Facility for servicing?
Definitely
Probably
Doesn't make a
difference
No

27.5

60.5
8

Interpretation: 27.5% of the respondents wanted the service centre to have their car
picked up for servicing. But a majority of 60.5% of the respondents did not want their
car to be picked up.

70

Analysis: I wanted to find out whether the customers were interested in having their
cars picked up for servicing which would save their time and other resources. But it
was surprising to know that most of them were not interested for such a facility.

If yes, would the customer pay an additional amount?

If yes, would the

customer pay an
additional amount?
Yes
No

47
53

Interpretation: 53% of the respondents who were interested in having their car
picked up said that they do not mind paying an additional amount for having their car

71

picked up where as 47% said that they wouldnt pay any additional amount for this.
They felt that it should be a benefit given to the customers.
Analysis: I wanted to find out if the customers were willing to pay an additional
amount for having their car picked up for service.

The research basically focuses on:

Degree of satisfaction based on overall quality of the service.

Degree of satisfaction based on Information provided by the service centre.

Degree of satisfaction based on service time.

Degree of satisfaction based on charges.

Apart from this, I also tried to find out:

If similar problems have been repeated after service and if yes, whether the

complaint was immediately attended to.

If the customers would prefer to have their car picked up for service, and if

yes, would they bear an additional amount.

If the respondents would recommend this service center to others.

72

RESULTS & FINDINGS

When it comes to Hyundai, it is observed that Santro has been the most
popular passenger car. India being a price sensitive market, the main reason
behind the sale of Santro is the price at which they are sold.

It has been observed that most of the respondents travel almost 20 to 50 Kms.
daily. In the busy schedule today, people prefer to travel in their own vehicle
rather than relying on public transport. Only 6.5% of the respondents preferred
to drive long, i.e., more than 100 Kms. everyday.

Majority of the cars were serviced at regular intervals in every 4 to 6 months.

It also depended on the distance they covered over these months. Around 3.5%
of the cars came for servicing within 2 months.

I have limited my survey to MR HYUNDAI only. But there were other

customers also who had prior serviced their cars at other service centers too. In
those cases, I have considered the other service centre. Majority of 76
respondents serviced their cars at MR HYUNDAI followed by other service
centres like local mechanics or service centre.

This is to determine the satisfaction level based on the quality of service.

Quality of the after sales service plays a very important role in making the
company a market leader.

73

 Service Time plays a very important role in satisfying the customers today. In
todays busy world, no one likes to wait for their cars to get serviced. The
faster is the car serviced, the higher is the level of satisfaction of the
customers.
20% of the respondents felt that a similar problem was repeated after a service.
It brings a bad reputation to the service centre if a similar problem gets
repeated. Thus the company needs to minimize this in order to increase the
satisfaction level of the customers.

It is observed that some problems werent rectified even after repeated

complaints. Company should seriously take this into consideration and work
upon it. It is this factor that could create a threat to the company.

27.5% of the respondents wanted the service centre to have their car picked
up for servicing. But a majority of 60.5% of the respondents did not want their
car to be picked up.But it was surprising to know that most of them were not
interested for such a facility.

53% of the respondents who were interested in having their car picked up said
that they do not mind paying an additional amount for having their car picked
up where as 47% said that they wouldnt pay any additional amount for this.
The customers were willing to pay an additional amount for having their car
picked up for service.

74

SUGGESTIONS:
After sales service plays a very important role in building up the reputation of an
Automobile company. So this is the area in which the company should mainly focus. I
hereby suggest some measures as a feedback from some of the respondents:

Respondents felt that the service provided by MR HYUNDAI is way better

than that of the other dealers. Hence more company operated workshops are needed to
be opened across the country. It is felt that the other service centres lack genuineness.
Customers preferred to come to this workshop from outstations rather than showing it
to the local service or mechanics in the city.

Few respondents felt that the paint and body was not upto the mark. It is more

prone to rust. This is an area of concern which the company should look upon.

Several customers had to come to the workshop with repeated problems. This

needs to be minimized.

Several customers werent happy with the quality of wash in the service

centre. This needs to be checked.

One of the major areas of concern of the respondents was regarding the

booking time. They felt that the booking time is too long.
5Automobile industry today being one of the most competitive industry, it is only
after sales service which could make a company a market leader.

75

LIMITATION OF STUDY:

The sample size of our survey is only 200, which cannot determine the behavior of the
total population. Moreover the sample has been drawn only from one service centre in
Noida where the disposable income of an individual is medium.

The behavior of the customer is unpredictable which may result in the lacking
of accuracy in the data.
It has been observed that Santro is the maximum selling car of Hyundai Motor
and most of the respondents interviewed were Santro Customers, which led to
biasness in the analysis of the survey.
Our survey consisted of 182 males and only 18 females, which led to gender
biasness.

76

CONCLUSION:

The report has highlighted the importance of providing the highest customer
satisfaction and how it affects the sales. Though in the month of December, the sales
were down, by developing competitive strategies and by delivering high class
products and services, Popular Vehicles and Services were able to keep their sales
momentum. The report emphasizes the importance of customer loyalty to develop the
business.
The study which we conducted on the Four wheeler automobile sector is a very
important topic of automobile sector.
After deep research, analysis and getting information about companies as formulated
that the four wheeler automobile companies achieved success in the market.
Throughout the study we found the four wheeler manufacturer having very new and

77

78

BIBLIOGRAPHY

Websites:-www.automobileindia.com
www.siamindia.com
www.autoblogs.com
www.indiamart.com
www.automobiles.indiabizclub.com
www.indianautomobileindustry.com
www.autocar.com

Magazines :Overdrive
Autocar

Books:
HARPER W. BOYD,JR MARKETING
published by Jyoti Publisher, 2006

RESEARCH,

RALPH WESTFALLMARKETING RESEARCH, Himalaya

Publishing House, 2007. P. No: 170

STANLEY

STARCHMAKETING

Publishing House, 1960, P. No. 156.

79

RESEARCH,

Asia

ANNEXURE
All information provided by you will be kept confidential.
Age:

[ ] 18-25 [ ] 25-30

[ ] 30-35

[ ] 35-45

[ ] 45-55 [ ] 55-65

[ ] 65 or over

Organization: _____________________
Designation:

_____________________

Education:

[ ] High School
[ ] Graduate
[ ] Post Graduate
[ ] PhD
[ ] Others_____________

Income:

[ ] Less than

3, 00,000

(Per Annum in Rupees)

[ ] 3, 00,000 to5, 00,000

[ ] 5, 00,000 to 8, 00,000
[ ] 8, 00,000 to 10, 00,000
[ ] 10, 00,000 to 15, 00,000

[ ] Greater than 15, 00,000

Name:
Phone No.
Sex:

[ ] Male

80

] Female

1. Which car do you currently use?

[ ] Santro

[ ] i-10

[ ] Getz

[ ] Accent

[ ] Verna

[ ] Sonata

[ ] Tucson

2. What is the average distance you travel in the car daily?

[ ] Less than 20 km

[ ] 20 to 50 km

[ ] 51 to 100 km

[ ] More than 100 km

3. How often do you service your car?

[ ] Less than 2 months

[ ] 2 to 4 months

[ ] 4 to 6 months

[ ] Greater than 6 months.

4. You have availed the services from which of the following service stations?
[ ] Deep Hyundai

[ ] Arvind Hyundai [ ] MR HYUNDAI

[ ] Others __________

81

5. How satisfied are you with the quality of the service?

[ ] Extremely Satisfied

[ ] Quite Satisfied

[ ] Slightly

Satisfied
[

] Neither Satisfied nor Dissatisfied

] Slightly Dissatisfied[

] Quite

Dissatisfied
[ ] Extremely Dissatisfied

6. Rate your satisfaction based on the understated parameters on the following

scale at MR HYUNDAI Service Centre.

I----------------I-------------I--------------I---------------I
Dissatisfied

Somewhat

Dissatisfied

O.K

Somewhat

Satisfied

Satisfied

Availability of spares.
Information provided.
Service Time
Charges
7. Did you ever face a similar problem getting repeated after a service?
[ ] Yes

[ ] No

9.If yes, are the complaints immediately attended and rectified?

[ ] Yes

[ ] No

82

10.Would you prefer somebody form Hyundai Motor India Limited to come to
your place and pick up your car for servicing and drop it back?
[ ] Definitely
[ ] Probably
[ ] Doesnt make a difference
[ ] No
11.In such case, are you willing to pay an additional amount?
[ ] Yes

[ ] No

83