next page 1.docx

7/29/2019 next page 1.docx

1/39

1

1.1 INTRODUCTION TO THE STUDY

Buying attitude

Human beings, in general, are complex creatures who often do not seem even to know

their own minds. It is seldom easy, and sometimes impossible, to generalize about human

behaviour. Each individual is a unique product of heredity, environment and experience.

Predicting such a strange behaviour of people is a difficult and complicated task, filled

with uncertainties, risks, and surprises. Accurate predictions can yield vast fortunes and

inaccurate predictions can result in the loss of millions of rupees. Today, business aroundthe world recognizes that the consumer is the king.Knowing why and how people

consume products helps marketers to understand how to improve existing products, what

types of products are needed in the market place, or how to attract consumers to buy their

products. The era of liberalization, privatization and globalization has brought changes in

society and lifestyle of people.

Marketers can justify their existence only when they are able to understand consumer

wants and satisfy them. The modern marketing concept for successful management of a

firm requires marketers to consider the consumer as the focal point of their business

activity. Although it is important for the firm to understand the buyer and accordingly

evolve its marketing strategy, the buyer or consumer continues to be an enigma -

sometimes responding the way the marketer wants and on other occasions just refusing to

buy the product from the same marketer. For this reason, the buyers mind has been termed

as a black box, which should be opened by the seller to be a successful marketer. The study

of consumer behaviour also includes an analysis of factors that influence purchase

decisions and product use. Understanding how consumers make purchase decisions can

help marketing managers in several ways. For example, if a manager knows through

research that fuel mileage is the most important attribute for a certain target market, the

manufacturer can redesign the product to meet that criterion. If the firm cannot change the

design in the short run, it can use promotion in an effort to change consumers decision

making criteria. For example, an automobile manufacturer can advertise a cars

maintenance-free features while downplaying fuel mileage.


2/39

2

1.2 OBJECTIVE OF THE STUDY

Primary Objective:

A study on Womens buying attitude towards Hyundai cars with

reference to Marjan Motor private limited Chennai.

Secondary Objective:

To know the factors which affect car buying attitude of women

To know the preferential price range and model of Hyundai cars.

To find the competitive car brand of Hyundai which may affect

womens buying attitude.

To suggest measures to the company for increasing the attitude to buy

Hyundai cars.


3/39

3

1.3 NEED AND SCOPE OF THE COMPANY

Today almost all the major companies is actively marketing their product beyond

their original homeland borders. So, companies must rethink their marketing

strategies instead of continuing with their existing strategy.

Now a day world of stiff competition, the companies with existing marketing

strategies need to be changed in a manner so as cope up with its rapidly changing

competitive environment so the strategies by targeting womens in the market will

make market wide.

The primary objective of report is womens buying attitude towards Hyundai and

the statistics says Women purchase 65% of all new cars and 53% of used cars, and

they influence 95% of all auto purchases.

The Hyundais participation is 32% have to improve the sale of the cars with

strategy.


4/39

4

1.4 INDUSTRY PROFILE

1. History of world Automobile Industry

In the year 1769, a French engineer by the name of Nicolas J. Cugnot

invented the first automobile to run on roads. This automobile, in fact, was a self-

powered, three-wheeled, military tractor that made the use of a steam engine. The

range of the automobile, however, was very brief and at the most, it could only run at

a stretch for fifteen minutes. In addition, these automobiles were not fit for the roads

as the steam engines made them very heavy and large, and required sample starting

time. Oliver Evans was the first to design steam engine a steam engine driven

automobile in the U.S.

A Scotsman, Robert Anderson, was the first to invent an electric carriage

between 1832 and 1839. However, Thomas Davenport of the U.S.A and Scotsman

Robert Davidson were amongst the first to invent more applicable automobiles,

making use of non-rechargeable electric batteries in 1842. Development of roads

made travelling comfortable and as a result, the short ranged, electric battery driven

automobiles were no more the best option for travelling over longer distances.

Charles Ketterings invention of the electric starter in 1912 turned the

process of starting automobiles faster and easier at the same time, doing away with

the hand tools. Crude oil being discovered in Texas, the automobiles driven by

engines that ran on gasoline became even through a constant rise, in spite of the fact

that these were less efficient than the gasoline automobiles.

Jean Joseph Etienne Lenoir was the first to invent an internal combustion

engine that ran on petroleum and attached in to a three-wheeled carriage, and success

fully traversed a distance of fifty miles in 1863.

Karl Benz manufactured the first automobile (a three-wheeled car) that was

affordable and compatible for travelling over long distances for its internal

combustion engine that ran on gas, in 1886. Later in 1887, Gottlieb Daimler was thefirst to invent the predecessor of the modern automobile with an engine that had a


5/39

5

vertical cylinder in addition to a gasoline driven carburetor. First building a two-

wheeled automobile (Reitwagen), Daimler was again the first to build a four-

wheeled automobile in 1886. The engines manufactured by Daimler were improved

upon and these portable and fast engines made automobiles the way we see them

today. The advanced engines turned the slow, expensive automobiles of the

yesteryears, a thing of the past, and cars became more affordable as both the prices of

gasoline and petroleum as well as the manufacturing costs reduced through their

mass manufacture at the assembly lines of factories.

Penhard and Levassor in 1889, and Peugeot in 1991 became the earliest mass

manufacturers of the modern automobiles.

2. World auto industry is turned to developing markets

With developed markets almost saturated, world auto industry is now

focused on developing markets of South America and Asia, and Eastern Europe

with special emphasis on BRIC (Brazil, Russia, India, and China)

As per reports of International Organization of Motor Vehicle

Manufacturers or OICA(the association of the companies involved in World auto

Industry), for fiscal end in 2006, auto manufacturers in U.S. have been overtaken

by those in Japan, in terms of total volume of auto units manufactured worldwide.

However, struggling General Motors of U.S. still remain worldwide leaders

of world auto industry, ahead of rapidly growing Toyota Motor Corporation of

Japan, by a substantial margin.

3. Measures to be Adopted by Global Leaders of World Auto Industry

Several significant economic measures are being considered by major

players of world auto industry in order to make a smooth entry into markets of

developing countries, and to make a name for themselves. Effective measures

include

Reducing selling prices of cars manufactured in their factories


6/39

6

Improving levels of after-sales services to keep Respondentss satisfied

Opening manufacturing factories in developing nation, to reduce effective costs of

production as well as saving shipping charges, and enhancing prompt delivery of

auto units.

4. Auto Industry Trends

In keeping with auto industry trends, leading automobile manufacturers are

turning to Asian markets that appear set to grow immensely over next decade. Auto

markets in U.S., Europe and Japan have almost matured as a result of saturation

and appear set to decline through next decade. In contrast, auto markets spread overentire Asian continent (with exception of Japan) are constantly increasing in size

and will be destination for most of globally leading auto manufacturers.

Auto industry trends reveal that emerging markets of developing nations of

Asia especially China, and India are backed by their huge population growth rate,

to add to growth national economy of these two nations.

Rapid growths of national economy of BRIC countries (including Brazil,

Russia, India, and China) have enabled a growing section of population of these

countries to purchase cars. Global surveys conducted recently reveal that within

next ten years, these emerging auto markets will account for nearly a whopping 90

percent of global auto sales growth. As a result of this, leading auto manufacturers

of world are setting up factories in emerging markets, in order to serve potential

consumers better as well as reduce manufacturing and shipping costs. In addition,

these arrangements are enabling leading global auto manufacturers to compete withlocal auto manufacturers that were flourishing in absence of quality competition.

Prosperity of national economy is reflected in rising per capita income of

developing nations. Therefore, increasing gross domestic product and per capita

income have raised purchasing ability of population that constitutes these emerging

markets.


7/39

7

As a growing percentage of population in developed nations age rapidly, in

comparison to rest of world, these aging numbers necessitate cars to fit

physiological change of world population.

5. Indian Automobile Industry

Automobile Industry in India has witnessed a tremendous growth in recent

years and is all set to carry on the momentum in the foreseeable future. Indian

automobile industry has come a long way since the first car ran on the streets of

Bombay in 1898. Today, automobile sector in India is one of the key sectors of the

economy in terms of the employment. Directly and indirectly it employs more than

10 million people and if we add the number of people employed in the auto-

component and auto ancillary industry then the number goes even higher.

The automobile industry comprises of heavy vehicles (trucks, buses,

tempos, tractors); passenger cars; and two-wheelers. Heavy vehicles section is

dominated by Tata-Telco, Ashok Leyland, Eicher Motors, Mahindra and Mahindra,

and Bajaj. The major car manufacturers in India are Hindustan Motors, Maruti

Udyog, Fiat India Private Ltd., Ford India Ltd., General Motors India Pvt. Ltd.,

Honda Siel Cars India Ltd., Hyundai Motors India Ltd., and Skoda India Private

Ltd., Toyota Motors, Tata Motors etc. The dominant players in the two-wheeler

sector are Here Honda, Bajaj, TVS, Honda Motorcycle & Scooter India (Pvt.) Ltd.,

and Yamaha etc.

In the initial years after independence Indian automobile industry was

plagued by unfavorable government policies. All it had to offer in the passenger car

segment was a 1940s Morris model called the Ambassador and a 1960s Suzuki-

derived model called the Maruti 800. The automobile sector in India underwent a

metamorphosis as a result of the liberalization policies initiated in the 1991.

Measures such as relaxation of the foreign exchange and equity regulations,

reduction of tariffs on imports, and refining the banking policies played a vital role

in turning around the Indian automobile industry. Until the mid 1990s, the Indian

auto sector consisted of just a handful of local companies. However, after the sector

opened to foreign direct investment in 1996, global majors moved in. Automobile


8/39

8

industry in India also received an unintended boost from stringent government auto

emission regulations over the past few years. This ensured that vehicles produced

in India conformed to the standards of the developed world.

Indian automobile industry has matured in last few years and offers

differentiated products for different segments of the society. It is currently making

inroads into the rural middle class market after its inroads into the urban markets

and rural rich. In the recent years Indian automobile sector has witnessed a slew of

investments. India is on every major global automobile players radar. Indian

automobile industry in also fast becomes an outsourcing hub for automobile

companies worldwide, as indicated by the zooming automobile exports from thecountry. Today, Hyundai, Honda, Toyota, GM, Ford and Mitsubishi have set up

their manufacturing bases in India. Due to rapid economic growth and higher

disposable income it is believed that the success story of the Indian automobile

industry is not going to end soon.

Some of the major characteristics of Indian automobile sector are:

Second largest two-wheeler market in the world.

Fourth largest commercial vehicle market in the world.

11th

largest passenger car market in the world

Expected to become the worlds third largest automobile market by

2030, behind only China and the US.


9/39

9

1.5 COMPANY PROFILE

Hyundai Business Group is a South Korean company, which entered into

business activities way back in 1947 seeing the rapid industrialization and

modernization-taking place around the world. It brought an international

recognition to its country through its operations round the world and paved its way

to modern economic growth

Hyundai group is composed of 50 subsidiaries like Ship Building,

Engineering & Construction, Heavy Industries, Machinery, Iron and Steel,

Electronics, Aerospace, Telecommunications, Information and Technology, as well

as Financing petrochemicals energy trade and service sectors.

In 1960s it involved in the construction industry. In 1970, it concentrated

on shipbuilding, automobile, steel and machine industries and laid a foundation for

Korean heavy industry. In 1980, it launched high tech industries such as electronics

robot petroleum, space and aircraft. It 1990, developed new technologies reformed

management and stressed training human resources, with the aim to become the

No.1 Corporation in the world.

AYS Automobile Pvt, Ltd., started the dealership of Hyundai cars at

Rajahmundry for West Godavari Districts April, 1999. So far, AYS sold about 309

Santros and 100 Accents and 2 Sonatas. The companys turnover till date isaround 16 corers.

The company has earned an amount of Rs. 72lakhs by way of dealer margins and

sale of spares & accessories; by earning profit in the first two years of operations

The workshop is equipped with the latest technology equipments as per

Hyundai specifications and is contributing Rs. 25lakhs of revenue to the company.

The total value of Machinery & Equipment is worth Rs. 25lakhs. The workshop

also has an Emergency road service to attend complaints 24 hours a day anywhere


10/39

10

in the territory. The show room is on the NH-5 and is designed as per the Hyundai

Motor Indias standard pattern and is well lit to display the cars.

Express Hyundai

Express Hyundai is a dealer of Hyundai cars is a unit of Marjan motors of

WJ.TOWELL group of companies, Oman since 1866.

This is their first car dealership showroom in India. Express Hyundai is

located in Chennai of Sholinganallur. It deals with Hyundai cars is sales, services, spares,

insurance and used car deals.

WJ.TOWELL group of companies kept their footsteps in property and

construction, trading and Commercial business, industrial services and common services

like security and safety, logistics, health and insurance related services Speaking about

Express Hyundai centre, its a fully fledged and automated showroom with all latestequipments and facilities Keeping in mind about the Respondents service and Respondents

satisfaction, by handling the vehicle with ease and care.

Products and variants handled:-

In the first day of my training, I just came across various models of Hyundai

vehicle in Express Hyundai showroom.

To my knowledge I came across five models of Hyundai cars. They are

Santropetrol

Santro gets three variants which are santro non ac, santro gl, santro gvs.

I10petrol


11/39

11

I10 get dlite, era, magna with 1.1, irde engine and magna, sportz, asta with

1.2 kappa engine.

I20 0 petrol | diesel

I20 a premium hatch back comes in both petrol and diesel

engine. Petrol models come with two engine variants like 1.2

CRDi engine and the variants are magna, asfa, era and sports.

The only car with 5 star safeties. Asfa comes with automatic

transmission.

Accentpetrol | diesel

Accent comes in both petrol and diesel and CNG variants.

Vernapetrol | diesel

Verna has got 5 variants in it, with two petrol and three diesel variants.

They are 1.6 VTVT (Petrol), 1.6 SX VTVT (Petrol), 1.5 VGT (Diesel), 1.5

SX VGT (Diesel) and 1.5 SX VGT (Diesel) with automatic transmission.

EonPetrol

SantaPetrol

I10petrol

I20 0 petrol | diesel

Fluidic VernaPetrol | diesel


12/39

12

2.1 REVIEW OF LITERATURE

The attitudes of consumers can have a significant effect on buying behavior. Noel (2009,

98) defines attitudes as general, durable evaluations of attitude objects. An attitude object

can be a person, object, advertisement or an issue that a consumer has strong feelings

towards. Kotler and Keller (2009, 210) define attitude as a lasting favorable or unfavorablefeeling, emotion, evaluation or action tendency toward an object or idea. Attitudes can be

extremely difficult to change because of their enduring and emotional nature.

According to Noel (2009, 98) as well as Evans et al. (1996, 206) and Evans et al. (2006,

68) an attitude consists of three components which are a cognitive, affective and co native

component. Evans et al. (1996, 206) discuss that cognitive component includes things that

a consumer knows 18 and believes about a certain topic. Noel (2009, 98) agrees that

cognitive component is about a consumers thoughts and beliefs; it is what the consumer

thinks about a certain topic.

Affective component of attitudes is related to the feelings that a consumer has toward a

certain attitude object. The feelings and emotions in the affective component emerge from

what is known about the topic, that is, the cognitive component. (Evans et al. 1996, 206.)

According to Noel (2009, 98) affective component is the feeling part of attitudes and it

captures the either positive or negative overall assessment that a consumer has of a certaintopic.

Similar to Evans et al. (1996, 206), Noel (2009, 98) states that the co native component

includes the actions and behavioral intentions that a consumer has. Evans et al. (1996, 206)

note that the co native component is a result of the two previous, cognitive and affective

components.

Kotler and Keller (2009, 210) discuss that attitudes are formed through experience and

learning and that attitudes influence buying behavior. Noel (2009, 99) notes that some


13/39

13

attitudes may also be formed based on research; a consumer may read reviews about an

interesting product and discuss it with his or her friends and form an attitude based on the

acquired information. Attitudes may also be formed through feelings. Consumers might

form an attitude toward a product by experiencing it.

3.1 RESEARCH DESIGN

RESEARCH METHODOLOGY

Descriptive Method

DATA COLLECTION

Primary data

Data collected through questionnaires

Population Size: infinite

Sample Size: 50 data collected from women

Secondary Data

Data collected from the firm, book, and internet


14/39

14

3.2 LIMITATIONS OF THE STUDY

The Respondents of the questionnaire could not afford more time to answer.

Could able to cover only one branch.

Period of the study was not enough.

Sample size was only 50 many do not have interest to fill the questionnaire.

Study is restricted to Chennai city.

The scope of the study in restricted to Respondents data analysis only.

It was assumed that the information given by the Respondents is authentic and best

of their knowledge.

Some of the view given was completely views by Respondents as they were in a

hurry and were not considered in the data analysis.


15/39

15

ANALYSIS AND INTERPRETATION OF DATA

2.1 PERCENTAGE ANALYSIS

Table 2.1.1 Shows the Age of the Respondents.

Particulars Respondents Percent Cumulative Percent


16/39

16

Table 2.1.2 Shows the Occupation of Respondents.


govt services 8 16.0 16.0

business 11 22.0 38.0

professional 28 56.0 94.0

others 3 6.0 100.0

Total 50 100.0

Chart 2.1.2 Shows the Occupation of Respondents.

Interpretation:

It is observed from the above table that the 16% of the Respondents are doing

Government service, 22% are doing the business, 56% are professionals and 3% are doing

other jobs.


17/39

17

Table 2.1.3Shows the Annual Income.


3-5lakh 16 32.0 32.0

5-8lakh 14 28.0 60.0

8-12lakh 15 30.0 90.0

12 & above 5 10.0 100.0

Total 50 100.0

Chart 2.1.3 Shows the Annual Income.

Interpretation:

It is observed from the above graph that 32% are belong to 3to5 lack, 28% are

belong to 5to8 lack, 30% are belong to 8to12 lack, and 10% are belong to 12 and above.


18/39

18

Table 2.1.4 Shows Which Model Car Is Prefer Most of the Respondents.


santro 15 30.0 30.0

i10 19 38.0 68.0

i20 9 18.0 86.0

verna 7 14.0 100.0

Total 50 100.0

Chart 2.1.4 Shows Which Model Car Is Prefer Most of the Respondents.

Interpretation:

It is observed from the above graph 30% are prefer santro, 38% are prefers i10,

18% prefer i20, and 7% are prefer Verna.


19/39

19

Table 2.1.5 Shows Why Respondents Prefer this Hyundai Car.


comfort 20 40.0 40.0

design 15 30.0 70.0

performance 13 26.0 96.0

safety 2 4.0 100.0

Total 50 100.0

Chart 2.1.5 Shows Why Respondents Prefer this Hyundai Car.

Interpretation:

It is observed from the above graph 40% are prefers for comfort, 30% are prefers

for design, 26% prefers for performance, and 4% are prefers for safety.


20/39

20

Table 2.1.6 Shows Which Factor influencing you to buy a Hyundai Car.


Advertisement 9 18.0 18.0

Family 12 24.0 42.0

friends and relatives 29 58.0 100.0

Total 50 100.0

Chart 2.1.6 Shows Which Factor influencing you to buy a Hyundai Car.

Interpretation:

It is observed from the above graph 18% Respondents are influenced by

advertisement, 24% are influenced by family, and 58% are influenced by friends and

relatives.


21/39

21

Table 2.1.7 Shows Which Color does Respondents Prefer Most on Hyundai.


white 8 16.0 16.0

grey 29 58.0 74.0

black 8 16.0 90.0

red 5 10.0 100.0

Total 50 100.0

Chart 2.1.7 Which Color does Respondents Prefer Most on Hyundai.

Interpretation:

It is observed from the above graph 16% are prefers white color, 58% are prefers

grey, 16% are prefers black color, and 10% are prefers red color.


22/39

22

Table 2.1.8 Shows Which Brand Cars Gives Competition to Hyundai Cars.


Maruthi Suzuki 35 70.0 70.0

Ford 3 6.0 76.0

Honda 5 10.0 86.0

Tata cars 7 14.0 100.0

Total 50 100.0

Chart 2.1.8 Shows Which Brand Cars Gives Competition to Hyundai Cars.

Interpretation:

It is observed from the above graph 70% competition is given by Maruthi Suzuki,

6% competition is given by ford, 10% competition is given by Honda, and 14%

competition is given by Tata cars.


23/39

23

Table 2.1.9 Shows When Repurchase, Respondents Choice in Hyundai.


eon 1 2.0 2.0

i1o 5 10.0 12.0

i20 21 42.0 54.0

verna 21 42.0 96.0

sonata 2 4.0 100.0

Total 50 100.0

Chart 2.1.9 Shows When Repurchase, Respondents Choice in Hyundai.

Interpretation:

It is observed from the above graph 2% Respondents repurchase Eon, 10%repurchase i10, 42% repurchase i20, 42% repurchase verna, and 4% repurchase sonata.


24/39

24

Table 2.1.10 Shows Quality of the Hyundai Car.


highly satisfied 18 36.0 36.0

satisfied 31 62.0 98.0

moderate 1 2.0 100.0

Total 50 100.0

Pie chart 2.1.10 Shows Quality of the Hyundai Car.

Interpretation:

It is observed from the above graph 36% are highly satisfied with quality, 62%

satisfied with quality, and 2% are moderately satisfied with quality.


25/39

25

Table 2.1.11 Shows Design of the Hyundai Car.




moderate 5 10.0 100.0

Total 50 100.0

Pie chart 2 .1.11 Shows Design of the Hyundai Car.

Interpretation:

It is observed from the above graph 38% are highly satisfied with design, 52%

Respondents satisfied with the design, 10% Respondents are moderately satisfied withdesign.


26/39

26

Table 2.1.12 Shows Interior of The Hyundai Car




moderate 15 30.0 98.0

dissatisfied 1 2.0 100.0

Total 50 100.0

Pie chart 2.1.12 Shows Interior of The Hyundai Car

Interpretation:

It is observed from the above graph 24% Respondents are highly satisfied with

interior, 44% Respondents are satisfied with interior, 30% Respondents are moderately

satisfied with interior of Hyundai car, 2% Respondents dissatisfied with interior ofHyundai.


27/39

27

Table 2.1.13 Shows Exterior of the Hyundai Car.




moderate 9 18.0 100.0

Total 50 100.0

Pie chart 2.1.13 Shows Exterior of the Hyundai Car.

Interpretation:


exterior, 44% Respondents are satisfied with exterior, 18% Respondents are moderately

satisfied with exterior of Hyundai car.


28/39

28

Table 2.1.14 Shows Comfort of the Hyundai Car.

Comfort of the Car

Particulars Respondent

s

Percent Valid Percent Cumulative

Percent

highly satisfied 25 50.0 50.0 50.0

satisfied 23 46.0 46.0 96.0

moderate 2 4.0 4.0 100.0

Total 50 100.0 100.0

Pie chart 2.14 Shows Comfort of the Hyundai Car.

Interpretation:


comfort, 46% Respondents are satisfied with comfort, 4% Respondents are moderatelysatisfied with comfort of Hyundai car.


29/39

29

Table 2.1.15 Shows Performance of the Hyundai Car.




moderate 8 16.0 98.0

dissatisfied 1 2.0 100.0

Total 50 100.0

Pie chart 2.1.15 Shows Performance of the Hyundai Car.

Interpretation:


performance, 46% Respondents are satisfied with performance, 16% Respondents are

moderately satisfied with performance of Hyundai car, 2% Respondents dissatisfied with

performance of Hyundai.


30/39

30

Table 2.1.16 Shows Mileage of the Hyundai Car.

Mileage of the Car

Particulars Respondents Percent Valid Percent Cumulative

Percent


satisfied 16 32.0 32.0 34.0

moderate 27 54.0 54.0 88.0

dissatisfied 5 10.0 10.0 98.0

highly dissatisfied 1 2.0 2.0 100.0

Total 50 100.0 100.0

Pie chart 2.1.16 Shows Mileage of the Hyundai Car.

Interpretation:


mileage, 32% Respondents are satisfied with mileage, 54% Respondents are moderately

satisfied with performance of Hyundai car, 10% Respondents dissatisfied with mileage,

2% Respondents are highly dissatisfied with the mileage of Hyundai car.


31/39

31

Table 2.1.17 Shows Maintenance Cost of the Hyundai Car.

Maintenance Cost

Particulars Respondents Percent Valid Percent Cumulative

Percent


satisfied 29 58.0 58.0 62.0

moderate 17 34.0 34.0 96.0

dissatisfied 2 4.0 4.0 100.0

Total 50 100.0 100.0

Pie chart 2.1.17 Shows Maintenance Cost of the Hyundai Car.

Interpretation:


maintenance cost, 58% Respondents are satisfied with maintenances cost, 34%

Respondents are moderately satisfied with maintenances cost of Hyundai car, 4%

Respondents dissatisfied with maintenance cost of Hyundai.


32/39

32

2.2.1CALCULATION OF CHI-SQUARE

2.2.1Relationship between Age & Car Purchase Attitude of the Respondents.

Age of the Respondents * Car Preferred

Particulars Car Preferred Total

santro i10 i20 verna


33/39

33

2.2.2Relationship between Age & Reason for preference.

Age of the Respondents * Reason for Preferences

Particulars Reason for Prefer Total

comfort design performance safety

Age of the Respondents


34/39

34

3 SUMMARIES

3.1FINDINGS

Womens in age group of (26-35) & (36-45) shows more interest in using the four

wheelers.

Most of the working womens and house wife using the Hyundai cars

Most of the Respondents were using i10, i20, santro & Verna.

Respondents have said the main features of Hyundai cars are its comfort,

performance & Quality.

Most of the Respondents are highly satisfied with the availability of models/colors

which they want to buy.

The factor influencing to buy the car is dealers, and reference of friends and family.

Most of the Respondents say that they like the black and red colour Hyundai cars.

Most of the womens choice of repurchasing vehicle is verna and i20.

Respondents feel that the competitive brand for Hyundai cars is Maruthi Suzuki

cars and Tata cars.

Consumers rate the comfort of the Hyundai car are highly satisfied

Consumers rate the quality, design, interior, exterior, performance, maintenances

cost of the Hyundai car are satisfied.

Most of Consumers are moderately satisfied with the mileage.


35/39

35

3.2 CONCLUSION

Now a day womens buying ofcars increase and they equally to men using theirattitude of buying the cars.


36/39

36

QUESTIONNAIRES

Name:

Age: a)


37/39

37

Rate the following:

Attributes Highly

Satisfied

Satisfied Moderate Dissatisfied Highly

Dissatisfied

7) Quality

8) Design

9) Interior

10) Exterior

11) Comfort

12) Performance

13) Mileage

14) Maintenance cost


38/39

38

REFERENCES

Internet

1. Website ofwww.hyundai.com2. Website ofwww.express.com3. Website ofwww.marjanmotors.com4. Website ofwww.google.com5. Website ofwww.wikipedia.com6. Website ofwww.expresshyundai.com

Journals

Source: Road & Travel Magazine
http://www.hyundai.com/http://www.hyundai.com/http://www.hyundai.com/http://www.express.com/http://www.express.com/http://www.express.com/http://www.marjanmotors.com/http://www.marjanmotors.com/http://www.marjanmotors.com/http://www.google.com/http://www.google.com/http://www.google.com/http://www.wikipedia.com/http://www.wikipedia.com/http://www.wikipedia.com/http://www.expresshyundai.com/http://www.expresshyundai.com/http://www.expresshyundai.com/http://www.expresshyundai.com/http://www.wikipedia.com/http://www.google.com/http://www.marjanmotors.com/http://www.express.com/http://www.hyundai.com/


39/39

39

BIBLIOGRAPHY

Name Of Book Name Of Author Edition & Year

Marketing Management Paramhans Foundation First Edition, 1992

Research Methodology C.R.Kothari Second Edition, 1993

Marketing Management Philip Kotler Tenth Edition, 1999

Fundamentals of Statistics D.N. Elhance Present Edition, 1992

next page 1.docx

Documents

Transcript of next page 1.docx