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SYNOPSIS

A STUDY ON THE IMPACT OF BRAND PREFERENCE AMONG B-SEGMENT CARS ON BUYING BEHAVIOUR OF CUSTOMERS AT M/S NAGSHANTI MOTORS (HYUNDAI) PVT.LTD- Belgaum.

A project report Submitted to Bangalore University in Partial Fulfillment of the requirement for the award of the degree in Master of Business Administration.

Submitted By Mr. IFTEKAR JAMBAGI REG.NO: 09MECMA007

Under the guidance of Internal Guide

Mrs. SREELAXMI

Aishwarya Institute of Management Studies & Research


#42/65, Jnanganaga Nagar, Bangalore University Quarters, Magadi -Mysore Ring Road, Bangalore-560056 2009-2010

INTRODUCTION CONSUMER BUYING BEHAVIOUR Possibly the most challenging concept in marketing deals with understanding why buyers do what do (or do not do). But such knowledge is critical for markets since having a strong understanding of buyer behaviour will help shed light on what is important to the customer and also suggest the important influence on customer decision making. Using this information, marketers can create marketing programs that they believe will be of interest to customers. As we might guess, factors affecting how customer makes decisions are extremely complex. Buyers behaviour is deeply rooted in psychology with dashes of sociology thrown in just to make things more interesting. Since every person in the world is different, it is impossible to have simple rules that explain how buying decisions are made. But who have spent many years and analyzing customer activity have presented us with useful guidelines in how someone decides whether or not to make a purchase. COMPANY PROFILE Background Of Hyundai Hyundai Motor Company was founded by Chung Ju-Yung in 1947, as Hyundai Engineering and Constructions Company. The company was later established as Hyundai Motor Company in 1967. Cortina was the first model released by Hyundai, in collaboration with Ford Motor Company, in 1968. In 1975, Hyundai launched its first domestic car, Pony, which was powered by Japans Mitsubishi engines. The company started exporting cars to Ecuador, in the following year and then followed with exports to the Benelux countries (Belgium, Netherlands and Luxemburg). Pony was exported to Canada also where it surpassed expectations and became the top-selling car in the Canadian market.

Hyundai entered the United States in 1986, with its subcompact Excel. The car was an immediate hit with more than 100,000 Excels being sold in just seven months. The model was adjudged as the Best Product #10 by Fortune magazine, due to its supreme affordability. The year 1988 was a big turnover for Hyundai, as it started producing cars with its own technology, the first being midsize Sonata. However, Hyundais nascent image was tarnished due to the vehicles poor durability and reliability. Sales dropped drastically resulting in its disappearance from the American market, in the 1990s. The company, then, invested heavily in new product designs and improved the overall quality and reliability of the cars. Hyundai Motors India Limited was established in 1996 in Irrungattukotai near Chennai with an assembly plant as well. In 1999, the ownership was transferred to Chung Ju-Yungs son, Chung Mong Koo. Hyundai bought Kia Motors in 1998 and two years later partnered with Daimler Chrysler to create the Daimler-Hyundai Truck Corporation. However, Chrysler bowed out in 2004 due to financial difficulties. After Chung Ju-Yungs death in 2001, Hyundai was divided into three separate companies: Hyundai Heavy Industries, Hyundai Motor Group and Hyundai Engineering and Construction. All the three companies have been competing successfully in the global marketplace till date. In a survey by J.D. Power and Associates in 2006, Hyundai was placed third, after Porsche and Lexus and ahead of arch-rival Toyota, in terms of overall quality. Since then, this motor company has been producing cars and sports utility vehicles, providing customers a high level of content and performance, at an affordable price. Today, Hyundai vehicles are sold in 193 countries with as many as 6,000 dealerships and showrooms worldwide. Currently, Hyundai is the largest automaker in the world in terms of profit, worlds fourth largest automaker by the number of units sold and the fastest growing automaker in the world. The company also operates the worlds largest integrated automobile manufacturing facility in Ulsan, capable of producing approximately 1.6 million units annually.

What started off as a humble beginning, today, has resulted in a giant sized automobile company, with its manufacturing units in North America, China, Czech Republic, Pakistan, India and Turkey and research and development centers in Europe, Asia, North America and the Pacific Rim. Hyundai has made records with successful sales of sporty Tiburon Coupe (1996 through 2008), Tucson SUV (2004present) and Entourage minivan (2007-present). The Genesis Coupe sports car debuted in 2009, while Santa Fe Crossover was released in 2001, which was lengthened to mid-size range in 2007. The company is soon going to launch the Sonata hybrid in 2010.

STATEMENT OF PROBLEM In Indian car industry, small car segments have played a very crucial and significant role due to its economy, efficiency and effectiveness. Due to invasion of foreign cars into Indian markets, the pace of competition has hiked. This has brought into market, number of Brands and their variants competing to with each other.

All these factors have resulted in flux in the minds of the customers as to which brand to go for. In other words, Brand-switching is gaining the momentum. So to position the brand in the minds of the customers the company or dealer should keep the track of this shift in preferences. Hence the main purpose of this study is to find the STUDY ON THE PERCEPTUAL FACTORS INFLUNCING BUYING BEHAVIOUR OF HYUNDAI PASSENGER CARS AT NAGSHANTI

MOTORS PVT. LTD.

OBJECTIVES OF THE STUDY 1. 2. 3. To find the impact of Brand preference among B-segment cars. To understand the Buying behaviour of customers. To know the facilities/services expected by the customers from the dealer. 4. 5. 6. To know the means of finance preferred by the customers. To know the reason why people opt four-wheeler. To know the significant attributes preferred by customers in a car.

SCOPE OF THE STUDY

The main purpose of the study is to know the study on the perceptual factors influncing buying behaviour of Hyundai passenger cars at Nagshanti motors pvt. ltd. . This study will provide solutions to the management by understanding customers feedback. Through this study Management will know:  The reason why people opt four-wheeler.  To know the features considered by the customers while purchasing a car.  To know the most preferred brand by the customers.  The scope of the study is restricted up to the Belgaum city.

METHODOLOGY OF STUDY Tools for data collection: Data was collected based on two sources: Primary data y Primary sources are original sources from which the researcher directly collects tie data, which have not been previously collected. The method of collecting primary data in this work is, orally interviewing to the employees, managers, etc. Secondary data y These are sources containing data which have been collected and compiled for another purpose. The secondary sources consists of readily available compendia and already compiled statistical structures and reports whose data may be used by researchers for their studies. y The methods of collecting secondary data are through journals, company manual and Brochure, company records and website, etc.

SAMPLING SIZE: SELECTION OF SAMPLE:

Sampling allows us to concentrate our attention upon relatively small number of people and hence devote more energy to ensure that the information collected from them accurate.

POPULATION: People from the city of Belgaum SAMPLE FRAME: People who has own a four-wheeler car and prospect Buyers. SAMPLING SIZE: 100 UNIT

DURATION: 60 DAYS

SAMPLE METHOD: Specifically stratified Random sampling method

i.e. the whole Belgaum city was divided into four major geographical

Segments i.e. Bhagyanagar segment, Bogarways segment, Chidamber

nagar and J.N.M.C.segment.

CHAPTER SCHEME

CHAPTER -1:- INTRODUCTION.

CHAPTER -2:- RESEARCH DESIGN.

CHAPTER -3:- DATA ANALYSIS AND INTERPRETATION.

CHAPTER -4:- FINDINGS AND SUGGESTION.

CHAPTER -5:- CONCLUSION AND RECOMMENDATION.

CHAPTER-6 : BIBLIOGRAPHY.