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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.
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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.
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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.
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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
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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
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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.
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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
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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.
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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
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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
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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
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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
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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
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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.
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ANALYSIS AND INTERPRETATION OF DATA
2.1 PERCENTAGE ANALYSIS
Table 2.1.1 Shows the Age of the Respondents.
Particulars Respondents Percent Cumulative Percent
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Table 2.1.2 Shows the Occupation of Respondents.
Particulars Respondents Percent Cumulative Percent
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.
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Table 2.1.3Shows the Annual Income.
Particulars Respondents Percent Cumulative Percent
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.
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Table 2.1.4 Shows Which Model Car Is Prefer Most of the Respondents.
Particulars Respondents Percent Cumulative Percent
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.
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Table 2.1.5 Shows Why Respondents Prefer this Hyundai Car.
Particulars Respondents Percent Cumulative Percent
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.
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Table 2.1.6 Shows Which Factor influencing you to buy a Hyundai Car.
Particulars Respondents Percent Cumulative Percent
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.
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Table 2.1.7 Shows Which Color does Respondents Prefer Most on Hyundai.
Particulars Respondents Percent Cumulative Percent
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.
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Table 2.1.8 Shows Which Brand Cars Gives Competition to Hyundai Cars.
Particulars Respondents Percent Cumulative Percent
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.
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Table 2.1.9 Shows When Repurchase, Respondents Choice in Hyundai.
Particulars Respondents Percent Cumulative Percent
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.
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Table 2.1.10 Shows Quality of the Hyundai Car.
Particulars Respondents Percent Cumulative Percent
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.
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Table 2.1.11 Shows Design of the Hyundai Car.
Particulars Respondents Percent Cumulative Percent
highly satisfied 19 38.0 38.0
satisfied 26 52.0 90.0
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.
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Table 2.1.12 Shows Interior of The Hyundai Car
Particulars Respondents Percent Cumulative Percent
highly satisfied 12 24.0 24.0
satisfied 22 44.0 68.0
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.
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Table 2.1.13 Shows Exterior of the Hyundai Car.
Particulars Respondents Percent Cumulative Percent
highly satisfied 19 38.0 38.0
satisfied 22 44.0 82.0
moderate 9 18.0 100.0
Total 50 100.0
Pie chart 2.1.13 Shows Exterior of the Hyundai Car.
Interpretation:
It is observed from the above graph 38% Respondents are highly satisfied with
exterior, 44% Respondents are satisfied with exterior, 18% Respondents are moderately
satisfied with exterior of Hyundai car.
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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:
It is observed from the above graph 50% Respondents are highly satisfied with
comfort, 46% Respondents are satisfied with comfort, 4% Respondents are moderatelysatisfied with comfort of Hyundai car.
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Table 2.1.15 Shows Performance of the Hyundai Car.
Particulars Respondents Percent Cumulative Percent
highly satisfied 18 36.0 36.0
satisfied 23 46.0 82.0
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:
It is observed from the above graph 36% Respondents are highly satisfied with
performance, 46% Respondents are satisfied with performance, 16% Respondents are
moderately satisfied with performance of Hyundai car, 2% Respondents dissatisfied with
performance of Hyundai.
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Table 2.1.16 Shows Mileage of the Hyundai Car.
Mileage of the Car
Particulars Respondents Percent Valid Percent Cumulative
Percent
highly satisfied 1 2.0 2.0 2.0
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:
It is observed from the above graph 2% Respondents are highly satisfied with
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.
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Table 2.1.17 Shows Maintenance Cost of the Hyundai Car.
Maintenance Cost
Particulars Respondents Percent Valid Percent Cumulative
Percent
highly satisfied 2 4.0 4.0 4.0
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:
It is observed from the above graph 4% Respondents are highly satisfied with
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.
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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
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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
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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.
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3.2 CONCLUSION
Now a day womens buying ofcars increase and they equally to men using theirattitude of buying the cars.
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QUESTIONNAIRES
Name:
Age: a)
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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
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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/7/29/2019 next page 1.docx
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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
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