ABSTRACT

Customer satisfaction it is a business term in this products and services are supplied by
the company to satisfy the needs of the customer. It is aIndicator to determine the
performance within the business and it is also helpful to balance the scorecard. In today’s world
every business has a competitive market and they also competing for the customers, now
days to satisfy the customer has now become a part of business strategy. However the
customer satisfaction has decreased down because the firm increases the bargaining
power. There are many bodies of the Literature that describes about the advantages of satisfied
customer.

This project is done to identify the needs of the customer satisfaction on the FOUR
WHEELER on behalf of the HYUNDAI Automobiles. Now the impact of the automobile
industry on the economy has been more and is also determined as a second industry that
generates more revenue in India. This automobile industry helping the nation to generate
higher value products and services and to enhance their technique to satisfy the demand
of the automobile industry. Now the interest rate is decreased and also the car loans are
easily available, a lot of automobile manufacture industry facing their competition in the
technology and price sector. So to increase the market share and the revenue it is
important for the automobile sector to satisfy the needs of the customers and also
maintaining the reputation of the company.
 CHAPTER 1

INTRODUCTION

Now most of the organization describes customer satisfaction research on various fields,
the overall objective helps the organization to stay close to the customers as much as
possible. Many of the leading firms focuses on feedback from the customers and the
clients to satisfy the needs. It’s most important objective is to convert that feedback into
the “actionable steps” and also to overcome the problem. Some company focuses on the
feedback from the customers to launch the new product or to change the existing product
and also some company focuses to stay close to the customers. Mostly industry also want
to know how to target their new product with the customers. With the help of the
customer feedback it discloses the actual problem that company is suffered from and also
continuous effort will be made to overcome this problem. The main objective of the
organization is to disclose the problem and also take important inputs from the customer
so that organization will improved it in a better way. Researcher mainly focuses on to
define the objectives to allow the organization to take the most important inputs from
the survey. In most of the research focuses on organization tries to satisfy the needs of the
customer also try to improve in a better way. The frequency of the measure of the
customer satisfaction has majorly depends on the goods and services they provide.

The National Performance Review (NPR) found that organization takes feedback from
the customer “before, during and after the purchase” of the goods and services. There are
various techniques that selects for the satisfaction of the customer and majorly focuses
on the characteristics like selection of cost and time so that info is gathered from
feedback.Now most of the top companies Techniques to determine the satisfaction of the
customer and majorly focuses on the features of the consumer, selection of time,
reduction of cost and also every organization needs the information and also collects
from the feedback. Now most of the top organization focuses on the NPR to use different
research methods. Now the information of the feedback is collected through the focus
group, usage of the product by the customer, to identify the attitude with the help of the
survey, focuses on retailer and the supplier, detailed information through the telephone,
mail and PI and also the many survey are mailed to any of the customer to take the
feedback. And also the company also develops the database regarding all the information
of the customer needs. Generally information is gathering regarding the customer

1
satisfaction. it includes comment cards, telephone survey, group interviews, survey with
the help of the mail, emphasis on the focus group and straight contact between customer
and employee.

Recently there are also new techniques like pop-up window, links and e-mail invitations
now become popular with many of the companies. Every technique has a unique
advantage and also containing some disadvantages as well.

1.1 Purpose

Customer satisfaction now becomes a major sign of consumer purchase goods and
services with the intentions and loyalty. Customer satisfaction data are collected at a
regular interval to identify the perceptions of the customers. The purpose of the
collection of data sends a message towards the importance of the customer and also gives
them major benefits of availing goods and services bought.

The major indicator is the sale that how well a firm can define how well the firm is
performing to satisfy the needs and wants of the customer and also the customers will
retain with the existing company to make a further purchase in future. Now most of the
research is based on the customer satisfaction and the retention of the customer in the
future as well.

There are a five point scale in which customers who rate their satisfaction level as ‘5’ the
probability is high that they will come back for the purchase. There are different
important scale related to metric that defines the satisfaction levelthat explains the level
of willingness that they will forces others to buy products. The metric is defined as the
number of the customer that they will recommend a brand to a friend. When a customer
is satisfied with a products or services that the person will recommend family, friends and
colleagues this is a powerful marketing tool and also explains the word of mouth.
Customers who rate their satisfaction as ‘1’ these are those customers are never returns
and the probability is very high that they will come again for the purchase or avail any
services.

1.2 Theoretical Ground

2
In this customer satisfaction are studied in different aspects. In this consideration are also
extended from the emotional to physical and also from negative to optimistic aspects.
Though mostly in many of the cases takes two important conceptsas minimum
expectations of customer prior to purchase and also the after the use of the product and
also measures the performance of the product .

Expectations of customer related to the product tell the performance of that product. In
these consumers have various types of expectations to build an opinion about the
performance of the product and also how it will anticipate this product in the future.
Many types of performance of the product is also important with the ability to compared
with the facts and figures.

It is also advisable that customers judge the products on various attributes, not only the
various features. Olshavsky and Miller (1972) and Olson and Dover (1976) developed a
technique to find out the actual presentation ratings and also defined the expectation of
the product and also this study disclose the various factors like difference between
expectation and perceived performance.

1.3 Company profile

Overview of Indian Automobile Industry

The industry of the automobile in India grows very rapidly at a very high speed of 11.5%
from the last five years, according to the survey of 2014-2015 that was tabled in the
parliament on 2nd july2015. This automobile industry has a very much large effect on the
economy because of the forward or backward linkages with the different segments of the
economy that was written in the report of the finance ministry. The automobile industry
which was gone down on the due to the fall of the economy because of the crisis due to
credit, there is only a small increase of 0.7% in the year 2008-20009 in the segment of the
passenger car and only 1.31% % of the cars are registered and with the comparison of
with the commercial vehicle increases and reached at 21.7%. Industry of the automobile
has grown very rapidly and it has long past starting from the era of Ambassador to Maruti
800 and to the recent development of Tata Nano.

Today automotive industry has a very high competition between global and the Indian
companies that are present in the company. In the year 2030 India becomes the greatest
inn the sector of the automobile industry and India is just focusing on to the leave US and
China in the future years according to the automobile industry expert. Now the industry
3
reaches to the certain height and it’s target is very much high upto the $34billion
industry. Now the industry of the automobile is categorized into different types such as 2-
wheeler, 3-wheeler, and 4-wheeler. The market of the 2-wheeler vehicle is now becomes
dominated.

India and also foreign players are also invested in India in the 2-wheeler automotive
league. In India there are two major giants in the sector of 4-wheeler vehicle i.e. Maruti and
Tata Motors. Now Suzuki and Yamaha are make new strategies to make more benefits from this
automobile sector. In the field of the commercial vehicle the major market is taken by the Tata
Motors and Ashok Leyland, Volvo etc. now the major players not only focused in India but they
are focusing throughout the world. Most of the companies are merge with the foreign giants for
example maruti merge with the Suzuki, hero merge with the Honda, Tata has also some merger
activities with the Honda and same with Mahindra merges with Renault

Key Facts

 Now within the top 15 automobile industry India achieves the 12th rank.
 Now the foreign players are also invested in India in the automobile sector.
 This sector is very useful for india and contributes approximately 5 percent to the GDP.
 In india the production In the automobile sector has suddenly increased from 12.23
Lakh units in 2002-2003 to 29 lakh unit in 2014-2015.
 Automobile industry sets the target of achieving $170 billion in the year of 2019
 Automobile industry also increased the export of 1,00,000 units in the year of 2002-
2003 to 5,60,000 units in 2014-2015.

Top Ten Players in Indian Automobile Sector

 Maruti Suzuki India

 Hero Motors Limited
 Tata Group
 Bajaj Auto Limited
 Hyundai Motor India Limited
 Ashok Leyland

4
  Yamaha Motor India
 Mahindra Motors India Limited
 Toyota Motors
 Honda Motors

Hyundai Motor Co. now gets changed into Hyundai Kia group of automobile sector. Now
Hyundai achieves the 5th rank in the world within the sector of automobile in the year 2014 and
also includes 24 auto-related subsidiaries that are affiliated to them. Over 1 Lakh employees are
also affiliated with the Hyundai and also discloses the sale of $124billion in the year 2015 on an
overall basis and also includes US $89 billion on a basis of non-consolidated. Now Hyndai
products in the automobile sector sell their product in more than 200countries with the help of
10,000 dealership. Now Hyundai is also planning to expand their global effort and also trying to
invest I China, US and Turkey. It reaches to the category of highest car manufactures throughout
the world and now Hyundai is currently ranked as 5th in the global manufacturing automobile
industry.

5
 CHAPTER 2

LITERATURE REVIEW

Now the marketers increased their focus on profitability at the level of the customers it’s
the movement of the reflection within the core marketing with considered a smaller size
of the market. In other words every individual customer not to considered the every
segment of the customer is very difficult to analyze. Now this technique generates the
new one such as “one-to-one marketing” and also generates “micro marketing”.
Marketers seen this whole view as a point of customer profitability is an increasing trend
day by day and also it is an important to identify the unique customers can be easily
described. The majority focus on the customer end profitability can also be taken as a part
of marketing and it is also reflect as a changing role in the industry (Webster1992). The
important role of the marketing is more important to left to the department of the
marketing. In marketing helps us to deal with many issues with which the whole
marketing department handled the other issues as well. With the help of solving many
problem it reduces the cost factor and also the performance of the whole marketing can
be enhanced and also cost being introduced in the accounting literature. For example
there is technique named as costing and balanced scorecard which increased the highly
dimension of the marketing (Cooper & Kaplan 1991, Kaplan & Norton 1992). In this it is
important to note that traditional marketing is lagging with the core areas of functional
business with the implementation to reduce the cost as well (Dunne &Wolk 1977,
Morgan & Morgan1980). And also the more important factors lagging behind increased
rate of customer profitability and it also combine the behavior and attitudes. The
organization focuses on the customer profitability and it is easier to find those customers
than the firms. The major reason is that many of the firms having an internal accounting
system which gives them authority to do analysis of profitable individual customer level
and also most of the academics claims that also (Howell 3 &Soucy 1990, Myer 1989,
Reichheld 1996, Slywotzky& Shapiro 1993). However with the help of the computerized
system which facilitate the customer profitability are available in the market, in this many
of the practitioners are involved in many of the experiment with the available data that
are present in the market. There is a possibility as well in which the profitability data is

6
not present in the journals of marketing scholars. There is a very less chances of the
theories of the marketing. After that the customer profitability lies majorly on the concept
of the marketing (Kohli&Jaworski 1990, Narver& Slater 1990). In most of the cases
marketing link to the profitability and it’s definition is also stressed that is given by the
Chartered Institute of Marketing and also given by the American marketing Assosciation
(Buttle1996). In most of the cases the attention is given to the marketing literature of the
variables of the customer level rather than the profitability of the customers and it also
provide a data with an easier accessible and also researchers are able to access data, with
most important part they are easily able to get survey of the customer. To satisfy
customer is a part of this variable. The majorly attention is given to the many variables
but most importantly it is focus on the relationship marketing. The most important part is
to satisfy the existing customers rather than to attract new customers and it is also
important to retain the existing customer for a longer period of time, in this competitive
environment and also maintain good relationship with them (Anderson et al 1994,
Buttle1996, Rust et al1995). However the data is very much lesson customer profitability
and it also become difficult to analyze in empirical terms.

The study tells us about the satisfaction of customer as an indicator of the customer
profitability at the level of the analysis of the customer. In terms of the empirical the
behavior of purchase and the profitability data has come out from the accounting system
of the organization, the question of the survey on different customers to identify the
behavior and profitability outcomes. Then this data is useful to take frequent call on the
data depends on the behavior of the customers.

For several decades, all the marketers have been entirely working on to satisfy the needs
of the customer. They are facing many problems to satisfy many of the customers and
sometimes they are also diverted from the original goal to satisfy the customer needs.
Most of the companies are satisfying the needs of customer by establishing an emotional
connection with the customers.

Some of the marketers are still in a doubt that customer loyalty converts into the
profitability. These marketer are still on a confusing side that loyalty should be easily
identified and can be measured. In most of the cases loyalty must be defined as a

7
customer behavior, and also the repeated purchase has been considered as an evidence of
the loyalty of the customer. But not every time this type of customer loyalty is on
beneficial side. That’s because the next time purchase behavior has been motivated-
bribed-by a company’s offers a discount coupon, gifts and also there are many rewards
on the purchase for the second time. These customers are not loyal for a longer period of
time with the same company they are just attracted towrsds the offer that are offered by
the company.

The real aspect is to identify the behavior that would easily measures the loyalty of the
customer and sometimes it misleads as well, because they are not able to differentiate the
customers with brand allegiance and it doesn’t provide any commitment. Those
customers who are not loyal wit the organization the company usuallyoffers special
discounts, gifts so that to attract with them. These customers are easily attract by the
other organization because they are not loyal with one organization.

Government need to take major step regarding the needs and demand of the customers.
Public sector organization is able to provide good and faster services to the customer.
However not only these factors are able to attract the society but it also requires quality,
quantity and speed these are the competencies are required by the government to fulfill
their services. Now the government takes more steps toward the needs and wants of the
society. Now the responsibility of the public sector would be on higher side to provide
better and faster services. However there are many factors other than the quality, quantity
and speed that government need to focus on it. Since the society is changing very
quickly, government should also require offering new solutions. Secondly government
also tries to regain the trust of the society, and the government also providing new
choices such as democracy and transparency by interacting with the customer at all level
of the policy and the delivery process. This approach doesn’t mean that that customer
always get exactly what they want.

The topic of customer satisfaction is commonly studied by many of the researchers and
the marketers in the past and there is a very vast scope. Researchers define the many
reasons the behavior of the customer is not constant at every time and it is very hard to

8
satisfy. One the other hand understanding the consumer behavior has directly influence
the business performance.

However many of the established organization use customer needs and wants as a starting
pointand they are also trying to achieve at any stage. Therefore managing the level of
satisfaction it is related with the services and the products. But it is very important to
manage the perception of the customers. Understanding the customer in this way
automobile industry can not be able to ignore. Demographic changes and social and
social disengagement make it harder to reach large number of the public. Due to the
increase of the global competition, technology is changing day-by-day and it also lead to
the offerings of the commercial players and also they increased the level of acceptable
service. If an organization want that their inventions are succeeding at a regular time and their
services are used by the customer for a longer period of time, then the organization always meet
to the customer and understands clearly the level of satisfaction. The company only wants to
achieve the level of satisfaction towards the customer and the company also wants to know the
expectation of the consumer and they also want the participation by the customer that becomes
the most commonly strategy by the organization to achieve the level of the satisfaction of the
customer. Now this trend becomes the more important part of every organization and they to do
some hard work for the next decade to make their territory profitable and to do so there are less
number of resources available to achieve this. The level of satisfaction is to achieve by spending a
very less amount and also the customer wants high quality product at lower price. There are
different customer has a different connections with the public people as well as a private sector.
Now there are very high pressure on public sector to rise more or equivalent to the private sector.

There are several limits by which the organization can apply for the metaphor of personal
relationship to the extent of the customer relationship. Most of the companies are always
trying to help the customer at every stage. Now companies are trying to build a good
relationship with the customer. The quality of the personal relationship determines the
happiness and even the health is also improved. In companies there are different bonds
with the customer. The relationship that establishes provides a good rich frame with
customer relationship. There are many benefits that consumer perceive good relationship
with the organizations. . Now it is important to build the relationship with the customer. Now
the company needs to understand the benefits of the product from the customer point of view not

9
from the organization point of view. By learning the advantages of making good relations with
the customer with the help of this the organization can achieve better targets with the help of
maintain good relationship with the customer. For Example customers also want to make good
relations with the company and with the help of this company differentiate themselves from the
competitors. In most of the companies their internal management are working to achieve good
relations with the customer. to maintain the good relations there must be an equivalent effort from
both the parties. There are some important things to build god relations such as honesty, and also
treat every customer equivalent. Never the less these relations must be made from the prospective
of the business. The major focus of the organization to make their territory benefited and also
company maintain good relations with the organization.

2.1Benefits of Customer Satisfaction

Feedback

Customer feedback is the form in which the customer gives their useful reviews,
comments & suggestions about the company and as well as their product. With the help
of the feedback company tries to work with the useful suggestion that received from the
customer and they are also able to improve their product as well as service.

Desired improvements

If at any stage feedback is not appropriate or negative feedback is received from the
customer and at that stage quick major steps should be taken about the improvements of
that product so that customer should be satisfy with their services.

Better Innovation

Customer feedback survey form must be analyzed so that all the information is collected
becomes the part of the customer intelligence. This intelligence3 must be used
strategically so to increase the level of innovation.

Greater Customization

10
The survey of a customer satisfaction also gives important insights about the customer
segments and also the product so that services and approaches of marketing can be made
accordingly.

Long-Term Relationship

Customer satisfaction with the help of the survey form enables the organization to take
better decision against the problems and also consistently addresses the needs of the
customer and the expectations maintain the brand and also build up the long term
relationships with the customers.

It is important to increase the level of customer satisfaction with a company and it will
also increase revenue of the organization

 From the study it is found that totally satisfied customer contributes2.6 times as
much as revenue to a company as compared to the satisfied customer.
 A totally satisfied customer contributes 17 times as much revenue as compared to
the dissatisfied customer.
 If the customer is totally dissatisfied it decreases the revenue at a rate equal to 18
times as compared to the totally satisfied customer that contributes to the
company.

2.2Process of customer satisfaction

• Step 1 – Understanding Customer Expectations

• Step 2- Promises to Customers

• Step 3 – Execution

• Step 4 - Ongoing Dialog with a Customer

• Step 5 - Customer Satisfaction Surveys

Estiri, Hosseini, Yazdani, and Nejad (2013) performed a review of the set of attributes capable
of being incorporated in the measure of customer satisfaction . Later, the possibility was posed
of grouping these attributes into dimensions of quality and testing their reliability and validity.

11
Ganguly and Roy (2012) studied the factors affecting customer satisfaction in Hyundai;
Questionnaire developed to determine the factors for customer satisfaction was distributed
among the respondents. The dimensions were identified using a exploratory factor analysis. The
paper identifies four generic dimensions in the technology, convenience, and technology
convenience, easiness, reliability.

(Kotler and Keller, 2012)it is important that behavior of the consumer buying is study as a part
of marketing and the mist important objective is to know how the individuals, groups or
organization selects the goods which depends upon the past experience and every consumer has
different taste, experience, branding depending upon these factors consumers buy the products
and their decision of purchase depends upon it. Lee (2005) tells about the five stages of consumer
decision making process in the example of china.

Variawa (2011) Their must be the major impact of the packaging of the product in case of daily
products such as fast moving consumer goods (FMCG). The major objective of the research that
the impact of packaging of different products on the consumer in the end how they’ll respond to
it. In this survey method is employed to gain some major outcome. 250 respomdents are selected
randomly. The outcome of the research is thartt low income consumer attracted towards the
premium packaging and design products.

Dutta and Basak (2010) suggested that company should improve their recovery performance,
adopt new system of computerized monitoring of loans, implement proper prudential norms and
organize regular workshops to sustain in the competitive banking environment.

2.3 History of Hyundai

Hyundai Motor India Ltd., continue and maintain its tradition of one of the high speed growing
passenger car manufacturer, registered total sales of 129,854 vehicles in the calendar year 2014,
there is a great increase of 53% in the year 2015. In domestic market it reached a growth of 28.9.
HMIL’s fully integrated with the new techniques and their manufacturing plant near Chennai
boasts of the advanced and at a high speed production and also provides with a good quality and
testing capabilities. In the continuity Hyundai committed with the India customers to provide the
global technology in the cars, HMIL started its second plant in the year 2010 which produces 300,
000 units per annum, and it’s production capacity is also reached up to 600,000 units per annum.

12
HMIL invested to increase the production capacity in line with its positioning as HMC’s as a
great hub for export in compact cars. Beside from the increased in the production capacity, HMIL
currently has more than 400 dealer network in India which will be further increased in the next
two years.

In the year 2008 HMIL completed its 10 years of operation in India with a big achievement and
also created a unique trans-continental drive from Delhi to Paris in the i-10 Kappa cars. This
drive creates a history in the automobile industry by completing a distance of 10,000km within a
span of 17 days after thati-10 was launched into in the Paris motor the show was held in the
month of October. The big credit goes to the Paris motor in which HMIL first released Hyundai
i20 and there is a great response and also appreciation receive from the whole world. Hyundai
also made a record in India to producing 20 Lakh cars in India in 2008.

13
 CHAPTER 3

METHODOLOGY

The main objective of a research is to know theFactors Critical to customer satisfaction

amongst the vehicle owners of Ambala and near regions. Thus, researcher undertook this
research to determine factors critical to customer satisfaction amongst the vehicle owners
of Ambala and near region. For this research researcher collected primary as well as
secondary data to facilitate accurate analysis and ensure an error – free result.

A research design is the blue print that is followed to complete a study. It is the frame
work for a study, used as a guide to collect and analyze data. A research design ensures
that:

(a) The study will be relevant to the problem

(b) It will use economical procedure.

The research design for the study is Exploratory Research. An exploratory research is
conducted to gain ideas and insights into the problem. It is conducted to increase the
marketer’s familiarity with the problem. An exploratory research is appropriate when
very little is known about the problem. Here the purpose of the researcher was to identify
the factors critical for customer satisfaction amongst the vehicle owners of Ambala and
near, comparing these factors across the companies and suggest marketing strategies to
the companies. Hence an exploratory design was selected.

It includes surveys and collection of data from the vehicle owners of Ambala and near.
To identify the parameters of customer satisfaction amongst the vehicle owners of
Ambala and near area, questionnaire method was used which included closed ended
questions. So this includes Quantitative Research. As the data is collected only for this
research, it is one-time research. The data was collected through personal interview.

Data Collection

A good research always starts with the data already existing. So I also started with the

Secondary data - The primary objectives of collecting secondary data are as follows:

14
 (a) Help clarify problem under investigation.
(b) To get comparative benchmarks against which primary data can be more
insightfully interpreted.

The data was collected from Internet, Newspapers and Business Magazines. The data was
used to gain insight into the parameters important for Customer satisfaction amongst the
vehicle owners of Ambala and near region.

Primary data – For collecting the primary data the questionnaire was prepared and the
objectives of the research were given prior importance while preparing the questionnaire,

The main objective of collecting primary data was to gauge the attitude and opinion of
the respondents which include Consumers.

The following choices were made while collecting primary data: -

a) Communication

Degree of structure Structured

Degree of Disguise Undisguised

Method of administration Personal Interview

Designing the Questionnaire

For the purpose of study the researcher decided to design Structured-Undisguised

questionnaire as the questions are presented with exactly the same wordings, in the same
order to all respondents and also it standardizes the responses ensuring that all the
respondents are replying to the same question.
Researcher prepared questionnaire for cellular subscribers. The Questionnaire includes
only Close Ended Questions. The Primary data has been collected from Consumers at
different locations. Researcher collected the data by directly interviewing the Consumers.
The data collected helped researcher to determine the factors critical to customer
Satisfaction amongst the vehicle owners of Ambala and near region

Sample Design

15
Researcher started sampling procedure with defining the target population which was the
vehicle owners and Dealership in Ambala and near areas.

Sampling Technique

Non Probability Sampling

It is basically a form of Convenience sampling in which the population elements are

purposely selected based on the judgment of the researcher.

In this project researcher preferred non judgment sampling as there is millions of

consumers in Ambala and near.

Sample Size

Researcher started survey with defining the target population which was the retailers and
Consumers.

The sample size was taken as: -

 Number of Consumers : - 50
 Number of dealers : 4

Location: - The Research was conducted in Ambala and near region.

Limitations

1. There are more than2 million vehicle owners in Ambala and near region, so the
sample may not be a true representation of the entire population.
2. The study was conducted to analyze the factors critical to customer satisfaction
amongst the vehicle owners in Ambala and near region; hence the results cannot
be generalized to all regions or states of India.

3. There is a possibility of error because of chance difference between the members

of population.

16
 CHAPTER 4

DATA ANALYSISAND INTERPRETATION

Ques1: Do you find our company has knowledgeable sales person?

Level of satisfaction No.of respondents Percentage%

Strongly Agree 38 76
Agree 8 16
Neutral 1 2
Disagree 1 2
Strongly Disagree 2 4
Total 50 100
Table 1 Knowledgeable sales person

STRONGLY AGREE AGREE NEUTRAL DISAGREE STRONGLY DISAGREE

2% 2%
4%
16%

76%

Fig.1 Knowledgeable sales person

Interpretation

Out of 50 respondents surveyed:

76% of the Respondents were strongly agree with knowledgeable salesperson

17
 16% of the Respondents were agreeing at the same time.
2% of the respondent was neutral
2% of the respondents were disagree
4% of the respondents were strongly agreed with this questionnaire.

QUES2: Which car do you currently use?

Hyundai Cars No.of respondents Percentage

(%)
I-10 20 40
I-20 11 22
Creta 4 8
Xcent 5 10
Verna 8 16
Eon 2 4
Total 50 100
Table 2 currently use car

i-10 i-20 creta xcent verna sonata

4%
16%
40%

10%

8%

22%

Fig.2currently use car

18
Interpretation

Out of 50 respondents surveyed:

20 use i-10, 11 use i-20 , 4 use creta, 5 use Xcent , 8 use verna and 2 use eon

Ques3: How do you feel the experience at showroom?

Experience No. of respondents Percentage%

Satisfied 35 70
Not Satisfied 15 30
Total 50 100
Table 3 Experience in the showroom

SATISFIED NOT SATISFIED

0%
0%

30%

70%

Fig.3 Experience in the showroom

Interpretation

Out of 50 respondents surveyed:

35 feel satisfied at showroom and

15 feel not satisfy

Ques4: How often do you service your car?

19
 Service No. of respondents Percentage%
Less than 2 months 5 10
2-4 months 8 16
4-6 months 30 60
More than 6 months 7 14
Total 50 100
Table 4 Service of the vehicle

LESS THAN 2 MONTHS 2-4 MONTHS 4-6 MONTHS MORE THAN 6 MONTHS

14% 10%

16%

60%

Fig.4 Service of the vehicle

Interpretation

Out of 50 respondents surveyed:

 5 people brought their car for servicing less than 2months,

 8 people brought their car after 2-4 months ,
 30 people brought within 4-6 months and
 7 brought after more than 6 months.

QUES.5: You have availed the services from which of the following service stations?

20
 No. of respondents Percentage%
samrithiHyundai (Umb) 35 70
KhannaHyundai (Ynr) 3 6
MK Hyundai 2 4
KLG Hyundai 10 20
Total 50 100
Table 5 Hyundai Service station

Sales
Samrithi Hyundai Khanna Hyundai MK Hyundai KLG Hyundai

20%
4%

6%

70%

Fig.5 Hyundai Service station

Interpretation

Out of 50 respondents surveyed :

 35 people service their car from samrithi Hyundai

 3 people service their car from Khanna Hyundai (Ynr)
 2 people service their car from MK hyundai
 10 people service their car from KLG Hyundai.

Ques6: How satisfied are you with the quality of the service?

21
 Satisfaction level No. of respondents Percentage%
Extremely satisfied 25 50
Quite satisfied 10 20
Slightly satisfied 5 10
Neither satisfied 5 10
Slightly dissatisfaction 5 10
Total 50 100
Table 6 quality of service

SLIGHTLY DISSATISFACTION NEITHER SATISFACTION SLIGHTLY SATISFACTION

EXTREME SATISFIED QUITE SATISFACTION

20% 10%
10%

10%

50%

Fig.6 quality of service

Interpretation

Out of 50 respondents surveyed:

25 people are extremely satisfied with quality of service,

10 are quite satisfied,

5 are neither satisfied and

22
5 are slightly satisfied

Ques 7: Are you satisfied after company’s sale service?

Satisfaction level No. of respondents Percentage%

Dissatisfied 3 6
Satisfied 38 76
Ok 2 4
Somewhat satisfied 4 8
Someone satisfied 3 6
Total 50 100
Table 7 Satisfaction Level

Respondents
SATISFACTION LEVEL DISSATISFIED OK
SOMEWHAT SATISFIED SOME ONE SATISFIED

4% 8% 6%

6%

76%

Fig.7 Satisfaction Level

Interpretation

Out of 50 respondents surveyed:

3 people are dissatisfied after company sale service,

38 are satisfied

23
Ques 8: Did you receive the product on delivery date/time given?

Problem No. of respondents Percentage%

Yes 40 80
No 10 20
Total 50 100
Table8 Receive the product on the delivery time

Respondents
YES NO

0% 0%

20%

80%

Fig.8 Receive the product on the delivery time

Interpretation

Out of 50 respondents surveyed:

The number of customers who receive the product on delivery time is yes by 40 customers and

The customers who didn’t receive the product on time is 10 customers.

Ques9: Which features do you find best in Hyundai cars?

Feature No. of respondents Percentage%

Mileage 10 20

24
 Price 7 14
Brand 9 18
Style 12 24
quality 8 16
safety 4 8
Total 50 100
Table9 Features in Hyundai cars

brand style Quality Saftey mileage price

14%
18%

20%

24%

8%

16%

Fig.9 Features in Hyundai cars

Interpretation

Out of 50 respondents surveyed:

The number of what features we consider while we purchase in the total persons mileage by 10,
and price by 7,

Brand by 9,

Style by 12,

Quality by 8, safety by 4

25
Ques 10: How do you feel about company’s response towards customers?

Response No. of respondents Percentage

Good 12 24
Excellent 22 44
Poor 7 14
Better 9 18
Total 50 100
Table 10 Company response towards customer

GOOD EXCELLENT POOR BETTER

18% 24%

14%

44%

Fig.10 Company response towards customer

Interpretation

Out of 50 respondents surveyed:

no. of response of customers towards the product from total no. of 50 people good are 12,
excellent 22,

Better 9 and

Poor are 7 and better are 12

26
 CHAPTER 5

FINDINGS AND LIMITATIONS

5.1 FINDINGS

 When Most of the respondents are lie between the age of 25-35.

 When it comes to Hyundai, it is observed that i-10 has been the most
popular passenger car. India being a price sensitive market, the main reason
behind the sale of i-10 is the price at which they are sold.

 Most of the customer had a satisfied shopping experience at Hyundai.

 Majority of people service their car after 4-6 months.

 Customers felt that the service provided by Samrithi Hyundai is way better
than that of the other dealers.

 Mostly respondents are satisfied with company’s sale.

5.2 LIMITATIONS

 Sample size is very low.

 Convenience sampling.

 No access to the manufacturing unit.

 Found very less complaints.

 The data may or may not be biased.

 Time was the major constraint.

27
 CHAPTER 6

CONCLUSION AND SUGGESTION

6.1 Suggestions

In the automobile industry after sale is a very important part to make their reputation of
an automobile organization. So most of the company focuses on the customer to satisfy
their needs and majorly common focuses in this regions.

 From the survey it is found that most of the respondents feel that SANRITHI
HYUNDAI provides better service as compared to other dealers in the nearby
regions. Hence many of the companies run their workshops throughout the
country. From the survey it is found that now the local service centers are not
providing genuine parts to the customer. Now customers preferred to visit
SAMRITHI HYUNDAI rather than the other service station because they trust are
mechanics and also service.
 Most of the customers come back to the workshop having the same problem in
their vehicle. This needs to be minimized.
 Most of the respondents feel that service time for vehicle staying in the service
station is high.

Automobile industry now days becoming very competitive because there are number of
players in this competitive industry. This only depends upon the after sales service those
who give better service customers will always stay with them.

6.2 Conclusion

SAMRITHI HYUNDAI receives agreat appreciation from the lot of customers. Many of the
customers feel a better experience when they purchased with any goods and services from
SAMRITHI HYUNDAI.

As it is now an established organization are also facing some management problems. Majority of
the customers expressed that the dealer was much helpful in their purchase decision and was
offering good suggestions for proper maintenance. Management always tries to remove all the
problems and establishing a better work environment.

In course of development of this project through questionnaire a survey was done regarding the
customer perception about different cars. It provides a mean to the users to know many things
about cars. This project has given an idea of handling real situations.

28
 REFRENCES

 Kothari C.R. Research Methodology Methods & Techniques, Revised Second EDITION
(New age international publishers), 2013.
 Kotler Philip, Keller Lane Kvin “Marketing Management”.12thEdition Pearson Education
 Rastogi&Pandey “Manpower Planning”, Educational publishers 1684, Naisarak, Delhi.
 Das Subhasish “Customer Relationship Management” Edition (2007)
 Peelen Ed “Customer Relationship Management”, Publication Pearson Education. (2010)
 R.L. Naulakha, “Business Management’ ’Publication R.B.D Publication(2013-2014)
 G.S.Sudha “Human Resource Management ‘’R.B.D Professional Publication first edition
2007, 2008,2009-2011
 C.M.Prasad , OrganizationalBehavior, Sultan Chand & Sons First Edition 1984, 2011,
2012

 Estiri, Hosseini, Yazdani, and Nejad (2013) performed a review of the set of attributes
capable of being incorporated in the measure of customer perception.
 Ganguly and Roy (2012) studied the factors affecting customer satisfaction in ford
motors.
 Ganguly.S,&Roy,S.K. (2011). Generic technology-based service quality dimensions in
automobile impact on customer perception and loyalty. International journal
ofautomobile marketing, 292(2),168.
 John, Joby (2007). Fundamentals of Customer-Focused Management: Competing
Through Service. Westport,
 Kucukosmanoglu, Ahmet Nuri; SensoyErtan (2010). "Customer Satisfaction: A Central
Phenomenon in Marketing"

29