A PROJECT REPORT

ON
CUSTOMER SATISFACTION ON HYUNDAI MOTORS

ANIKA HYUNDAI INDIA LTD

SUBMITTED BY

ROOPA RANI.N
Reg No : N1711885

Submitted to

VIJAYANAGARA SRI KRISHNADEVARAYA UNIVERSITY OF BALLARI

In Partial fulfillment of the Requirements for the award of the degree of

Bachelor of Business Administration

Under the Guidance of

Internal Guide External Guide

Mr. Prashanth Babu Mr. Raj Kamal
Asst professor accountant Manager of Anika Hyundai
Department of Management studies Ballari.
Shree Medha Degree College Ballari.

SHREE MEDHA DEGREE COLLEGE,

ISO 9001-2015 CERTIFIED COLLEGE
#3 FORT MAIN ROAD BALLARI, 9343501501 & 08392-268900
 SHREE MEDHA DEGREE COLLEGE BELLARI BACHELOR OF
BUSINESS ADMINISTRATION (BBA)
FORT MALLESHWAR SWAMY TEMPLE BALLARI – 583104

CERTIFICATE

This is to certify that Miss ROOPA RANI.N bearing RG:N1711885, is a Bonafide

student of Bachelor of Business Administration course of SHREE MEDHA DEGREE
College Bellari, 2019-2020 Batch, affiliated to VIJAYANAGARA SRI
KRISHNADEVARAYA UNIVERSITY BELLARI (VSKUB)
Project report on “Customer Satisfaction, Ballari” prepared under the guidance
of MR PRASHANT.in partial fulfillment of requirements for the award of the degree
of Bachelor of Business Administration of VIJAYANAGARA SRI
KRISHNADEVARAYA UNIVERSITY (VSKUB) Karnataka.

Signature of Internal Guide Signature of Principal

Mr.Prashant Babu Mr. Ram Kiran

ACKNOWLEDGEMENT
I take this opportunity to thank all those who are responsible for the completion of
this project.
First of all I think my parents for their co-operation and standing beside me
throughout the course of my study & completion of my project work
My sincere thanks to the Department of Commerce & Management for giving me this
opportunity to do this project work.
I am extremely thankful our beloved chairman Mr. Ramesh & Principal Mr. Ram
Kiran for their valuable encouragement in completing the project.
I convey my whole hearted thanks to project guide (Mr. Prashanth Babu) for their
enlightened guidance & inspiration during my project work.
I also express my thanks to (Anika Hyunadi, Mr.Raj Kamal) for providing us valuable
information about the company.
U thank my friends for their co-operation and for standing beside me throughout the
course of my study and completion of my project work.
Finally I thank all those who have directly / indirectly inspired me for successful
completion of this project.

Date:
Place: Ballari

ROOPA RANI. N
(N1711885)

3
DECLARATION
I, the undersigned, hereby declare that the project report entitled “Customer

Satisfaction” written and submitted by me to VSKUB Ballari in Partial fulfillment of

requirements for the A ward of Degree of Bachelor of Business Administration under the

guidance of Mr. Prashanth is my original work and the conclusions drawn therein are based on

the data and information collected by me.

Place : Ballari

Date:
Signature

(Roopa Rani.N Reg.No.: N1711885)

4
COMPANY CERTIFICATE
CONTENTS

1. Introduction
2. Industry profile and company profile and Regional profile
a. Fundamental concepts
3. Research sign & Methodology
a. Title of the project
b. Objectives of the study
c. Research of design
d. Scope of the study
e. Limitations of the study
4. Data Analysis & Interpretations
5. Findings and suggestions & conclusions

BIBLIOGRAPHY
ANNEXURES [questionnaire data sheets etc.]

6
 CHAPTER-1
INTRODUCTION ABOUT THE PROJECT
Company Name: “ Anika Hyundai”

Project Title: - Customer Satisfaction towards Hyundai Cars

The main purpose behind making this project is to make a thorough investigation of how
much the customers are satisfied with the services and product of Anika Hyundai.

Hyundai is one of the largest cars selling company in India. It has direct competition with
the Maruti Udyog, Telco, Hindustan motors, Honda Motors.

The standard of living of the Indian people has increased drastically in the recent past;

So it is very important to satisfy their needs more effectively and efficiently than the
competitors, find Hyundai is doing this by producing cars like Grand I10, Elite I20,
Venue, Verna, Nios santro at a affordable price.

Anika Hyundai is making very efforts to raise customer satisfaction

7
 CHAPTER-2
Industry Profile
Automobile Industry History

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 ample starting time. Oliver Evans
was the first to design 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.
The Automobile Industry finally came of age with Henry Ford in 1914 for the bulk
production of cars. This lead to the development of the industry and it first begun in the
assembly lines of his car factory. The several methods adopted by Ford, made the new
invention (that is, the car) popular amongst the rich as well as the masses.

According the History of Automobile Industry US, dominated the automobile

markets around the globe with no notable competitors. However, after the end of the
Second World War in 1945, the Automobile Industry of other technologically advanced
nations such as Japan and certain European nations gained momentum and within a very
short period, beginning in the early 1980s, the U.S Automobile Industry was flooded
with foreign automobile companies, especially those of Japan and Germany.
The current trends of the Global Automobile Industry reveal that in the developed
countries the Automobile Industries are stagnating as a result of the drooping car markets,
whereas the Automobile Industry in the developing nations, such as, India and Brazil,
have been consistently registering higher growth rates every passing year for their

8
flourishing domestic automobile markets.
Those who are interested in gathering more information about the Automobile
Industry, may browse through the following links

• World Automobile Industry

• Automobile Industry Trends
• India Automobile Market
• India Automobile Industry

The World Automobile Industry is turned to the developing

markets.

With the developed markets almost saturated, the World Automobile Industry is
now focused on the developing markets of South America and Asia, and Eastern Europe
with special emphasis on BRIC (Brazil, Russia, India, and China).
As per the reports of the International Organization of Motor Vehicle
Manufacturers or OICA(the association of the companies involved in World Automobile
Industry), for the fiscal end in 2006, the automobile manufacturers in the U.S. have been
overtaken by those in Japan, in terms of the total volume of automobile units
manufactured worldwide.
However, the struggling General Motors of the U.S. still remain the worldwide leaders of
the World Automobile Industry, ahead of the rapidly growing Toyota Motor Corporation
of Japan, by a substantial margin.

Measures to be adopted by global leaders of the World Automobile

Industry.

Several significant economic measures are being considered by the major players of the
World Automobile Industry in order to make a smooth entry into the markets of the
developing countries, and to make a name for themselves. The effective measures include
:Reducing the selling prices of the automobiles manufactured in their factories
• Improving the levels of after-sales services to keep customers satisfied
• Opening manufacturing factories in the developing nations, to reduce effective
costs of production as well as saving shipping charges, and enhancing prompt
delivery of automobile units.

9
Automobile Industry Trends

In keeping with the Automobile Industry Trends, the leading automobile

manufacturers are turning to the Asian markets that appear set to grow immensely over
the next decade. The automobile markets in the U.S., Europe and the Japan have almost
matured as a result of saturation and appear set to decline through the next decade. In
contrast, the automobile markets spread over the entire Asian continent (with the
exception of Japan), are constantly increasing in size and will be the destination for most
of the globally leading automobile manufacturers.
The Automobile Industry Trends reveal that the emerging markets of the
developing nations of Asia especially China, and India are backed by their huge
population growth rate, to add to the growing national economy of these two nations.
The rapid growth of the national economy of the BRIC countries (including Brazil,
Russia, India, and China) has enabled a growing section of the population of these
countries to purchase automobiles. Global surveys conducted recently reveal that within
the next ten years, these emerging automobile markets will account for nearly a
whooping 90 percent of the global automobile sales growth. As a result of this, leading
Automobile manufacturers of the world are setting up factories in the emerging markets,
in order to serve the potential consumers better as well as reduce manufacturing and
shipping costs. In addition, these arrangements are enabling the leading global
automobile manufacturers to compete with the local automobile manufacturers, that were
flourishing in the absence of quality competition.
The prosperity of the national economy is reflected in the rising per capita income
of the developing nations. Therefore, increasing Gross Domestic Product and per capita
income have raised the purchasing ability of the population that constitutes these
emerging markets
As a growing percentage of the population in the developed nations age rapidly, in
comparison to the rest of the world, these aging numbers necessitate automobiles to fit
the physiological change of the world population.

The Emerging India Automobile Market.

10
 The India Automobile Market is a promising industrial sector that is growing
immensely every passing year. The passenger cars are referred to, through the use of the
word "automobile." The whooping growth experienced by the Indian Automobile Market
in the last financial year itself, that is the financial year end in February, 2007, was very
close to a 18 percent over the previous fiscal. This statistical fact is a glittering example
of the potential of the growing Automobile Industry in India.
As per the survey conducted by the Society of Indian Automobile Manufacturers, the
total number of automobiles manufactured by the Automobile Industry in India,
throughout the financial year 2006-07, was very close to the 15.5 lakh (1.5 million)
margin. The huge of number of automobiles manufactured by the Automobile Industry
in India was an enormous growth upon the number of automobiles manufactured during
the previous fiscal that ended in 2006.

The total number of cars that were exported from India were very close to the 2.0
lakh (2.0 hundred thousand) margin, an encouraging sign for the Automobile Industry
in India. The export of cars manufactured in India comprised nearly 13 percent of the
total number of cars manufactured domestically by the Automobile Industry in India.

The India Automobile Market looks set to prosper, largely due to the growing
market for automobiles that is developing in India. In the financial year that ended in
February, 2004, the Indian automobile markets were the fastest growing in the world,
with the registered growth rate touching nearly 20 percent.
The Automobile Industry in India mainly comprises of the small car section, which
enjoys nearly a 2/3rd market share of the entire market for automobiles in India. In this
respect, the Indian markets are the largest in the world for small cars, behind Japan.
The Indian passenger car market which ranks amongst the largest in the world, is
poised to become even more larger and enter the top five passenger car markets in the
world in the next decade.

India Automobile Industry

Following India's growing openness, the arrival of new and existing models, easy
availability of finance at relatively low rate of interest and price discounts offered by the
dealers and manufacturers all have stirred the demand for vehicles and a strong growth of

11
the Indian automobile industry.

The data obtained from ministry of commerce and industry, shows high growth
obtained since 2001- 02 in automobile production continuing in the first three quarters
of the 2004-05. Annual growth was 16.0 per cent in April-December, 2004; the growth
rate in 2003-04 was 15.1 per cent The automobile industry grew at a compound
annual growth rate (CAGR) of 22 per cent between 1992 and 1997.
With investment exceeding Rs. 50,000 crore, the turnover of the automobile
industry exceeded Rs. 59,518 crore in 2002-03. Including turnover of the auto-
component sector, the automotive industry's turnover, which was above Rs. 84,000 crore
in 2002-03, is estimated to have exceeded Rs.1,00,000 crore ( USD 22. 74 billion) in
2003-04.
Automobile Dealers Network in India
In terms of Car dealer networks and authorized service stations, Maruti leads the
pack with Dealer networks and workshops across the country. The other leading
automobile manufacturers are also trying to cope up and are opening their service
stations and dealer workshops in all the metros and major cities of the country. Dealers
offer varying kind of discount of finances who in turn pass it on to the customers in the
form of reduced interest rates.
Major Manufacturers in Automobile Industry

• Maruti Udyog Ltd.

• General Motors India
• Ford India Ltd.
• Eicher Motors
• Bajaj Auto
• Daewoo Motors India
• Hero Motors
• Hindustan Motors
• Hyundai Motor India Ltd.
• Royal Enfield Motors
• Telco
• TVS Motors
• DC Designs
• Swaraj Mazda Ltd

12
 Government has liberalized the norms for foreign investment and import of
technology and that appears to have benefited the automobile sector. The production
of total vehicles increased from 4.2 million in 1998- 99 to 7.3 million in 2003-04. It is
likely that the production of such vehicles will exceed 10 million in the next couple of
years.

The industry has adopted the global standards and this was manifested in the increasing
exports of the sector. After a temporary slump during 1998- 99 and 1999-00, such exports
registered robust growth rates of well over 50 per cent in 2002-03 and 2003-04 each to exceed
two and- a-half times the export figure for 2001-02.

13
 Company profile

“Hyundai” a name to be reckoned in the World Automobile industry is Korea’s number

one automaker. Hyundai has established an enviable record for growth both in
quantitative and qualitative terms transforming itself from a domestically oriented
manufacture into a global player and leading contributor to Korea’s economic and
industrial development. Hyundai Motor Company is steadily accelerating to achieve the
status of world-class automobile company.

In December 1967, Hyundai Motor Company (HMC) was born out of the Hyundai
Business group, the nation’s largest conglomerate with the purpose of entering the
automobile industry to meet the growing domestic demand for cars. Since then, HMC has
played a major role in providing transportation to further Korea’s economics growth and
prosperity.

Entry of Hyundai Motor Company in the Indian Market.

Hyundai established its presence in India by opening a subsidiary called “Hyundai Motor
India Limited” with a total investment of US$ 614 Millions. The Hyundai project is the
state of Tamil Nadu is the largest manufacturing plant of Hyundai motors outside Korea
and contains nearly all facilities necessary for a self sufficient manufacturing and
production site for developing cars. This assembly plant not only boasts it sown assembly
facilities but also a R&D center, a performance experimenting and testing center, and a
driving testing ground. As such, the India plant represents a family-type combined
automobile assembly facility, capable of all production processes, research and
development, testing of products, marketing for sales and provision of after sale service in
India. In 1997, Hyundai Motor India limited launched “Santro” the best small car at its
worldwide debut in New Delhi. Santro is basically a face lifted version of the “Atos”. Santro
was introduced in three different models having varying features. Santro was a runaway
success in the India market and became famous as the Tall Boy car. It topped the volumes
year after year in its segment.

Products rolling out of Hyundai Motor India Ltd.

The products that come out of the Hyundai Motor’s desk are

1. Santro Zing
2. Accent
3. i20
4. Sonata
5. i10 (kappa 1.2)
6. Getz

Santro Zing is a small segment car, with four different versions, and is priced between
3.38 Lakhs to 4.32 Lakhs. The four versions are named.

1. Santro Zing XE
2. Santro Zing XT
3. Santro Zing XG
4. Santro Zing XS

15
Accent is medium-sized car coming in six different versions, and is priced between
5.63Lakhs to 7 Lakhs. The six versions are named.
1. Accent CRDI
2. Accent GVS
3. Accent GLX
4. Accent GLS
5. Accent GPX Tornado
6. Accent VIVA 5-door petrol.

I20 is medium size car coming in three different versions, and is priced between
4.79Lakhs to 5.81Lakhs. The Three versions named

1. Magna
2. Asta
3. Asta(O)

Sonata is a luxury car priced between 14Lakhs to 18Lakhs.

I10 is a small car coming in the nine different versions, and is priced between 3.29Lakhs
to 5.36Lakhs. The nine versions named

1. D-Lite (1.1)
2. Era (1.1)
3. Magna
4. Magna AT
5. Sportz
6. Sportz (AT)
7. Asta
8. Asta SR
9. Asta SR (AT)

Getz is medium car coming in the seven different versions, and is priced between
3.59Lakhs to 5.48Lakhs. The Seven versions named.
1. GLE 1.1
2. GVS 1.1
3. GVS 1.1 (175 Tyre + rear spoiler)
4. GVS 1.3

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 5. GLS 1.3
6. GLX 1.3
7. GVS CRDI 1.5

Ideology and Environment at Hyundai:

A management motto at Hyundai is “Customer first, best in technology, best in quality

and best value for human beings”. Hyundai as a company is dedicated to create new
value for its customers. Hyundai Motor Company’s target is to care for the environment
and devote attention to the future of our children and their ability to inhabit a clean,
pollution managed world. Hyundai believes that they have achieved the current status as
a world-class company by faithfully enforcing seven management principles and creating
an atmosphere where by each and every member of the company is able to work for the
benefit of common future. As a result, Hyundai motor company is committed to its social
responsibilities as it fulfills its mission with dedication and strength of purpose.

17
 Goal of Hyundai – “To build the world’s best quality cars”

Hyundai Motor Company

Type Public

Industry Automobile manufacturer

Founded 1967

Founder(s) Chung Ju-yung

Headquarters Seoul, South Korea

Area served Worldwide

Key people Chung Mong-koo, Chairman and CEO

Products Automobiles and commercial vehicles

Revenue ₩31.86 trillion (2009)

Net income ₩2.96 trillion (2009)

Employees 75,000 (as of March 31, 2009)

Parent Hyundai Kia Automotive Group

18
Hyundai Car models

Santro

Accent

I10
GETZ

VERNA

SONATA

TUCSON
 i20

ELANTRA
 REGIONAL PROFILE

ANIKA AUTOMOBILES PVT LTD

Type : Private
Industry : Automobile
Founded : 2017
2018 {Branch in Ballari}
Head quarters : Hospet, Ballari,
Karnataka.
Key people : Mr. Suresh (MD)
Mrs. Mamtha (Director)
Mr. Rajkamal ( sales
Head )
Products : Cars
Employees : 12
Production output : 250 card per annum
 Location and Overview:
Established in the year 2016, Anika Hyundai in Hospet Road, Bellary is a top
player in the category Car Dealers in the Bellary. This well-known establishment
acts as a one-stop destination servicing customers both local and from other
parts of Bellary. Over the course of its journey, this business has established
a firm foothold in its industry. The belief that customer satisfaction is as important
as their products and services have helped this establishment garner a vast
base of customers, which continues to grow by the day. This business employs
individuals that are dedicated towards their respective roles and put in a lot of
effort to achieve the common vision and larger goals of the company. In the near
future, this business aims to expand its line of products and services and cater to a
larger client base. In Bellary, this establishment occupies a prominent location in
Hospet Road. It is an effortless task in commuting to this establishment as there are
various modes of transport readily available. It is at Hospet Road, Opposite
Cantonment Railway Station, which makes it easy for first-time visitors in locating
this establishment. The popularity of this business is evident from the 60+ reviews it
has received from Justdial users. It is known to provide top service in the
following categories: Car Dealers, Car Repair & Services, Car Dealers-Hyundai,
Car Repair & Services-Hyundai, Car Repair & Services-Hyundai (Authorised),
Car Dealers-Hyundai Verna, Car Dealers-Hyundai Verna (Authorised), Car
Dealers-Hyundai Elite I20.
Products and Services offered:
Anika Hyundai in Hospet Road has a wide range of products and services to cater to
the varied requirements of their customers. The staff at this establishment is courteous and
prompt at providing any assistance. They readily answer any queries or questions that you
may have. Pay for the product or service with ease by using any of the available modes of
payment, such as Cash, Debit Cards, Cheques, Credit Card, and American Express Card.
This establishment is functional
Please scroll to the top for the address and contact details of Anika Hyundai at Hospet
Road, Bellary.

23
 REVIEW OF LITERATURE

CUSTOMER SATISFACTION

Concept Identification-

As organizations become increasingly customer focused and driven by demand, the

need to gain customer loyalty and retain their loyalty is critical. Customer
satisfaction is the most effective way to achieve customer loyalty. Customer
satisfaction and customer loyalty share many similar traits. Customer value is the
customer’s perception of the ratio of benefits to what he or she gives to obtain
those benefits. The customer Value Triad is a framework used to understand what
it is that customers want. The framework consists of three parts: (1) perceived
product quality, (2) value-based pricing, and (3) perceived service quality.

Customers are satisfied, when value meets or exceeds expectations. If their

expectations of value are not met, there is no chance of satisfying them. Figuring
out what the customers want, however, is a difficult and complex process. To be
able to create and deliver customer value is important to understand its
components. On the most basic
level, value from a customer’s perspective is the ratio of benefits to the risks being
taken while buying the product.
CUSTOMER SATISFACTION

AN INSIGHT

According to Harold E Edmondson “ Customer Satisfaction” seems to appear in

print more frequently than any other catch phrase used to describe a new found
magic for industrial success. Before we proceed in to the study of the dynamics of
Customer Satisfaction it is important to know about, who a customer is and what
satisfaction really means.

24
Who really is a Customer?

The question of defining who your customers are seems fairly easy particularly if
you have segmented your market properly and understand who you are
trying to satisfy. However subtlety that frequently goes undetected by many firms
is that is that customer set can be divided into two parts, the apparent customer and
the user. The apparent customer is the person or group of people who decide what
product to buy and basically have control over the purse strings. The user is a
person or group who physically uses the product or is the direct recipient of a
service.

What does satisfaction really mean?

As in defining customer above, defining satisfaction also appears simple. However

as with customer there is a subtlety that needs addressing. Satisfaction by most
definitions simply means meeting the customer’s requirement.
Customer satisfaction is a concept that more and more companies are putting at the
heart of their strategy, but for this to be successful they’re needs to be clarity about,
what customer satisfaction means and what needs to happen to drive improvement.
Without this, there is a risk that customer satisfaction becomes little more than a
good intention, with confused objectives failing to address the real issues for
customers, one helpful way to look at the problem is to rephrase the objectives: set
the sights on helping the customers meet their goals.

Customer satisfaction can be defined in many different ways. Finding the right way
for a company depends on understanding your customer and on having a clear
vision of the role that customer satisfaction is to play in the strategy. For example,
a focus on customer satisfaction can work alongside existing segmentations to
support revenue generation from high value customers or it can be a company-wide
objective rooted in the brand values. For the former, it may be sufficient to focus
on improving customer service, but for the latter a broader definition of customer
satisfaction is necessary, closer akin to corporate reputation.

Whatever the strategy for customer satisfaction, it must at least include getting the
basics right. Failing to achieve this can destroy the reputation as well as losing
valuable customers. Every customer, regardless of their economic worth to the
business, has the power to influence – positively or negatively – a company’s

25
reputation. Once the objectives for the customer satisfaction strategy are defined
there are a number of steps we can take to make sure the focus on customer
satisfaction is effective.

Building a company around Customer Satisfaction -

With the increase in customer’s demands and competition it has become a lot more
important to base the entire company on customer service. When doing this one
must first realize that every member of an organization plays an active role in
customer service. This includes both external customers and internal customers
within a company.

Customer focused organizations focus both on customer satisfaction and

profit. Achieving customer satisfaction generates the profit. In these
organizations top
management has frequent contacts with external customers. The top management
uses consultative, participative, and supportive management styles to get through
to the customer. The staff focuses all of its attention on satisfying the
customer’s needs. However, the management’s job is to provide the staff with
support necessary to achieve these goals. The other department and staff in the
organization that do not have direct contact with the external customers deal
exclusively with internal customer satisfaction.

The Influence of the salesperson in Customer Satisfaction-

In an article titled, “The influence of salesperson selling behavior on customer

satisfaction with products,” Brent G.Goff and James S. Boles examine the effects
of non- product related construct on customer satisfaction with major retail
purchases such as automobiles. The article states that salesperson’s selling
orientation- customer orientation (SOCO) will affect not only consumer
satisfaction with the salesperson and dealer, but also indirectly, satisfaction with
the product or manufacturer.

In the perspectives of both the retailer and the manufacturer, customer satisfaction
represents an important issue because it relates to several desirable outcomes.
Customer satisfaction leads to future purchases, and repeated purchases of the

26
same product from the same source. In other words, it helps a firm retain its
present customers and build loyalty. By helping a buyer obtain product information
and providing guidelines about what should be expected during the buying process
and use of a product, a salesperson may influence customer expectations
concerning the product. Thereby this may reduce the likelihood of dissatisfaction
(Grewal and Sharma, 1991). A successful salesperson tailors to the needs of each
individual customer. By being customer-oriented, a salesperson is likely to identify
with needs of the customer, enabling the salesperson to match his or her
presentation to those requirements of the customer.

Internal Marketing – how it affects Customer Satisfaction –

Successful companies make every effort to ensure satisfaction to their customer by

focusing all organizational efforts of the company on providing superior customer
Service. By doing this these companies hope to retain their existing customers and
attract new ones. Only angle of customer satisfaction commonly overlooked is the
internal aspect.

The internal customer or employee plays a vital role in achieving customer

satisfaction and loyalty. Some firm’s do not understand that the treatment of
internal customers becomes the external customers’ perception of the company. A
firm’s employees or other departments within the organization make up its internal
customers. Their job performance affects the firm’s ability to deliver superior
product and customer service (Boone and Kurtz, 1999). When a firm’s employees
are happy at work, their overall attitude and performance towards the customer
enhances tremendously. Internal marketing helps members or employees of an
organization understand and fulfill their roles in implementing its marketing
strategy. Internal marketing not only keeps employees happy, it also shows them
how their actions affect the firm’s ability to achieve customer satisfaction.

Customer Satisfaction as part of Service Profit Chain:

A Harvard Business Review article outlines the internal process required to drive
growth and increase profitability. The article describes the ways in which service
quality contributes to success, outlining the steps in the “Service-profit chain”:

27
Profitability / Growth
Customer Loyalty
Customer Satisfaction
Value
Employee Productivity
Employee Loyalty
Internal Quality
Leadership

28
 CHAPTER-3

Objectives of the study:-

The following are the objective of the study
To study the consumer attitude towards various services of Hyundai
To understand the nature and extent of competition that exists in
towards automobile industry.
To identify the customer preference towards Hyundai
To understand the leaves of customers satisfactions about the Hyundai
Cars
To suggest the suitable recommendations for improving the level of
customer satisfaction.

29
 Scope of the study
The present study intends to provide an integrated picture of the
level of customer satisfaction towards Hyundai, in Indian market.
The study is also intended to known the level of customer
satisfaction towards Hyundai cars when compare to other brands,
as automobile industry is facing a stiff competition due to
globalization.
The study applied to businessmen government employees and
private employees and farmers and people belonging to other
profession.

Limitations
The study is restricted in scope of owing to the following limitations:
Due to constraint of time only city of ballari is selected and do it
cannot claim to be a comprehensive study of the population.
The sample size is restricted to so respondents.
Responses of respondents are completely dependent in their
willingness to share the information completely without any
prejudice

30
 RESEARCH METHODOLOGY
INTRODUCTION
Research methodology is a way to systematically solve the research problem. The research
methodology included various methods and techniques for conducting a research- Marketing research
is a systematic design, collection, analysis and reporting of data and finding relevant solution to a
specific marketing situation or problem. Sciences define research as – the manipulation of things,
concepts or symbols for the purpose of generalizing to extend, correct or verify knowledge, whether
the knowledge aids in construction of theory or in practice of an art. Research is thus, an original
contribution to the existing stock of knowledge marketing for its advancement, the purpose of
research is to discover answers to the questions through the application of scientific procedure. My
research project has specified framework for collecting the data in an efficient manner. Such
framework is called Research design. The present Indian economy is characterized by increasing in
the consumption rate. Today Indian Market is exposed to a lot of competitions not only from the
domestic players but also from the global players. The competition in the market is driving every
manufacturer to cut costs and focus on satisfying the costumer which will surely help him to retain his
market share and also to enhance it. The customer delights in the business world of marketing today.
All the marketers are oriented themselves towards it.

SOURCES OF DATA
1. PRIMARY DATA

Primary data is collected through questionnaire and administered to the consumers.

2. SECONDARY DATA

Secondary data includes both internal and external data. Internal data were company manuals,
annual reports, brochures, etc. external data are current information regarding the company
subject is obtained from online sources, magazines, etc.

SAMPLING DECISIONS

1. SAMPLING TECHNIQUE

Non-probability sampling was the only sampling technique available for the present study. Which
produce an objective measure of the reliability of sample estimate? Here simplest non-probability
sampling technique ‘convenience sampling’ was applied. Respondents were approached must all
the places e.g. on the road, colleges, markets, houses, offices, etc., by the way of questionnaires.

2. SAMPLE SIZE
31
 In this study, sample size of 100 respondents is chosen who are using the Hyundai car.

3. FIELD WORK

For the collection of the data a structured questionnaire has been used. The questionnaire was
prepared in such a way so as to gain insights for the respondents.
4. PLAN OF ANALYSIS

The data collected from the questionnaires were processed, tabulated and analyzed. To avoid wrong
inference certain factors like incomplete and dishonest answers were eliminated.
5. TOOLS FOR ANALYSIS

For the purpose of knowing the levels for customer satisfaction the data collected is analyzed using
various statistical tools like: the survey is classified application which is a device summarizing data
and presenting them in tables. These is used for showing relevant sectoral at classification.

32
 CHAPTER-4
DATA ANALYSIS & INTERPRETATION

TABLE NO.1- Showing no. of respondents according to their age group..

Age No. of Respondents Percentage

18-25 5 5

25-30 9 9

30-35 22 22

35-40 27 27

40 & above 37 37

TOTAL 100 100

ANALYSIS- The above table shows that 37% of the total respondents approached are between the age group
of 40 and above 27% of the respondents are between the age group of 35-40. 22% of the respondents are
between the age group of 30-35. 9% of the respondents are in the age group of 25-30. 5%of the respondents
are in the age group of 18-25.
INFERENCE- Majority of the respondents fall between the age group of 40 and above.

GRAPH 1- Showing number of respondents according to their age group..

33
 No. of respondents

5% 9%
37%
22% 18-25
25-30
27%
30-35
35-40
40 & above

TABLE NO.2- Showing no. of respondents according to gender..

Gender No. of respondents Percentage

Male 67 67

Female 33 33

TOTAL 100 100

ANALYSIS- The above table shows that 67% of the respondents are males and 33% of the respondents are
females.
INFERENCE- Most of the respondents approached were males.

GRAPH 2- Showing no. of respondents according to gender..

 Male

33%

67%
Male
Female

TABLE NO.3- Showing no. of respondents according to occupation..

Occupation No. of Respondents Percentage

Businessman 45 45

Employed 5 5

Engineer 10 10

Doctor 23 23

Housewife 5 5

Student 5 5

Others 7 7

TOTAL 100 100

ANALYSIS- The above table shows that 45% of the respondents are businessman, 23% of the respondents
of the respondents are employed, housewife and student respectively.
INFERENCE- Most of the respondents approached are Businessman.
GRAPH 3- Showing no. of respondents according to occupation..

No. of Respondents

5%
5%
7% Businessman
45%
Employed
23%
Engineer
10% 5%
Doctor
Housewife
Student
Others

TABLE NO.4- Showing whether the respondents have seen the advertisement of Hyundai.

Category No. of Respondents Percentage

Yes 100 100

No 0 0

TOTAL 100 100

ANALYSIS- The above table shows that 100% of the respondents have seen the advertisement of Hyundai.
INFERENCE- All the respondents have seen the advertisement of Hyundai cars.

GRAPH 4- Showing whether the respondents have seen the advertisement of Hyundai cars..
 0%

100% Yes
No

TABLE NO.5- Showing no. of respondents according to the vehicle they own.

Vehicle No. of Respondents Percentage

I10 42 42

Xcent 22 22

Elantra 17 17

Sonata 13 13

Creta 6 6

TOTAL 100 100

ANALYSIS- The above table shows that 42% of the respondents own a I10, 22% of the respondents own
Xcent, 17% of the respondents own Elantra, 13% of the respondents own Sonata, and 6% own Creta.
INFERENCE- Most of the respondents own I10.

GRAPH NO.6- Showing no. of respondents according to the vehicle they own.
 No. of Respondents

6%
13%

42%
i10
17% Xcent
Elantra
Sonata
Creta
22%

TABLE NO.6 - Showing no. of respondents according to the duration of ownership.

Year No. of Respondents Percentage

Less than one year 14 14

More than 1 year - Less 14 14

than 2 year
More than 2 year - Less 17 17
than 3 year
More than 3 year - Less 25 25
than 4 year
More than 4 year - Less 30 30
than 5 year
TOTAL 100 100

ANALYSIS- The above table shows that 30% of the respondents fall in the group of 4-5 yrs. 25% of the
respondents fall in 3-4 yrs. 17% of the respondents fall in 2-3 yrs. Whereas 14% of the respondents fall in the
group of 0- & 1-2 yrs respectively.
INFERENCE- Most of the respondents fall in the group of 4-5 and 3-4 yrs. respectively.
 No. of Respondents

14%

30%

14%
0- .99
1- 1.99
2- 2.99
3- 3.99
4- 4.99

17%

25%
TABLE NO.7- Showing no. of respondents according to the factor they consider the most in choosing the
Hyundai cars.

Factors No. of Respondents Percentage

Need 30 30

Brand Name 20 20

Safety 20 20

Self- Esteem 10 10

Availability 0 0

Style 15 15

Other Specify 5 5

TOTAL 100 100

ANALYSIS- The above table shows that 30% of the respondents fall under need factor. 20% of under brand
name and safety. 10% of the respondents fall under self- esteem. 15% of the respondents under style factor
and 5% of the respondents under other category.
INFERENCE- Most of the respondents consider need as the major factor in choosing a Hyundai car.
GRAPH NO.7- Showing no. of respondents according to the factor they consider the most in choosing
Hyundai cars.

No. of Respondents

5%
15% 30%
0%
Need

10% Brand Name

Safety
Self- esteem
Availability
20% 20%
Style
Other specify
TABLE NO.8- Showing no. of respondents owing the cars.

Cars No. of Respondents Percentage

Maruti 20 20

Ford 3 3

Only Hyundai 65 65

Tata 10 10

Others 2 2

TOTAL 100 100

ANALYSIS- The above table shows that 65% of the respondents own only Hyundai cars. 20% of the
respondents own Maruti. 10% of the respondents own Tata. 3% of own Ford and 2% of the respondents own
other cars.
INFERENCE- Most of the respondents own only Hyundai cars.
GRAPH NO.8- Showing no. of respondents owing the cars.

No. of Respondents
2%

10%
20%

Maruti
3% Ford
Only Hyundai
Tata
Others

65%
TABLE NO.9 Showing no. of respondents according to their likings about Hyundai cars.

Options No. of Respondents Percentage

Power 11 11

Performance 15 15

Interiors 8 8

Fuel Economy 18 18

Low Maintenance 11 11

All the Above 37 37

TOTAL 100 100

ANALYSIS- The above table shows that 37% of the respondents like all the options. 18% of the respondents
like fuel economy, 15% like performance, 11% like power & low maintenance and 8% of the respondents like
the interiors.
INFERENCE- Most of the respondents like all the options of Hyundai cars.
GRAPH NO.9- Showing the no. of respondents according to their likes about Hyundai cars.

No. of Respondents

11%
37% 15% Power
8% Performance

11% 18% Interiors

Fuel Economy
Low Maintenance
All the above
TABLE NO.10- Showing no. of respondents according to their satisfaction level.

Options No. of Respondents Percentage

Highly Satisfied 14 14

Satisfied 86 86

Highly Unsatisfied 0 0

Unsatisfied 0 0

TOTAL 100 100

ANALYSIS- The above table shows 86% of the respondents say that they are satisfied with Hyundai cars.
14% of the respondents say that they are highly satisfied.
INFERENCE- All the respondents are satisfied with Hyundai.
GRAPH NO. 10- Showing no. of respondents according to their satisfaction level.

No. of Respondents
0%
0%
14%
Highly Satisfied

86% Satisfied
Highly Unsatisfied
Unsatisfied

TABLE NO.11- Showing no. of respondents according to their about after sale service.

Options No. of Respondents Percentage

Excellent 10 10

Good 86 86

Satisfactory 4 4

Not Satisfactory 0 0

TOTAL 100 100

ANALYSIS- The above table shows that 86% of the respondents say that the after sale service is good. 10%
of the respondents regard as excellent and 4% say it is satisfactory.
INFERENCE- Most of the respondents have a good opinion about after sale service provided by
HimgiriHyundai.

GRAPH NO.11- Showing no. of respondents according to their opinion about after sale service.

No. of Respondents

0%

4% 10%

Excellent
Good
Satisfactory
86% Not Satisfactory

TABLE NO.12- Showing whether the respondents will suggest their friends to buy a Hyundai car.

Response No. of Respondents Percentage

Yes 100 100

No 0 0

TOTAL 100 100

ANALYSIS- The above table shows that 100% of the respondents will suggest their friends to buy a Hyundai
Car.
INFERENCE- 100% of the respondents are satisfied with their Hyundai Car.
GRAPH NO.12- Showing whether the respondents will suggest their friends to buy a Hyundai car.

0%

100% Yes
No
 Chapter – 5
FINDINGS
The survey and analysis of questionnaire has revealed the following findings and important feedback for
“ANIKA HYUNDAI”.
I. The survey shows that most of the respondents owning a Hyundai car fall in the age group of 40
and above.
II. It is also observed that most of the respondents are male (67%).
III. The study that most of the respondents owning a Hyundai car are either businessman (45%) or
doctors (23%).
IV. The study reveals that most of the respondents are aware of the Hyundai and all have seen the
advertisement of Hyundai.
V. The study shows that television is the most effective media for advertising as 100% of respondents
came to know about Hyundai.
VI. Majority of the respondents own I10(42%), among Xcent(22%), Elantra(17%), Sonata(13%),
Creta(6%).
VII. Most of the respondents own a Hyundai car from 4-5 yrs.
VIII. Majority of the respondents consider need as the major factor in choosing Hyundai car(30%), Brand
name(20%) are also considered equally style and self- esteem also play an important role in
choosing Hyundai cars.
IX. Majority of the respondents (80%) have a good opinion about Hyundai cars when ask to compare
with other cars. 20% of them say Hyundai is excellent compared to other brands.
X. The study reveals the most of the respondents prefer black colour for their cars, it may be because
of the fashion or the royal look.
XI. Most of the respondents (37%) say that they like everything about their cars like power,
performance, interiors, fuel economy and low maintenance.
XII. The survey shows that all the respondents (100%) are satisfied with Hyundai cars and they will
suggest their friends to buy a Hyundai car.

46
 CONCLUSION
Today in the customer driven economy, all firms are engaged in a rat race to attract customers and
build a long term relationship with their loyal customers. The key to customer loyalty is through
customer satisfaction. A satisfied customer will act as a spokesperson of the company’s product and
bring in more customers. So marketers have to ensure customer value satisfaction. For this they have
to ensure: -
• Products are developed to meet customer requirements.
• Brands are positioned so as to convey “distinctiveness”.
• Delivery to reinforce the promptness in making available to the customers “a value added”
product.
• Relationships are built to offer lifetime customer value to enable the customer to experience “value
satisfaction”.

All the efforts of the marketers at trying to understand buying motives, organizing buying behavior
and working out suitable promotional strategy to suit the customer behavior is to ensure Customer
Satisfaction. In today’s competitive environment, where companies are adopting various methods to
the prospective customers, marketers have to make all the efforts to understand all the complexities
which go into the buying behavior.

47
 RECOMMENDATIONS

The satisfaction levels of all the respondents are high but still I would like to recommend the
following:
• There are three key elements that effect the satisfaction level of customer: -
i. Quality of the product
ii. Customer satisfaction oriented service operation.
iii. High quality service.

Explanation: -
i. Hyundai Motor Company should try to improve on the quality of the product.
ii. Hyundai Motor Company should concentrate on customer satisfaction oriented after sales
support. It should develop new service program such as service clinic, assistance to set up for
newly initiated markets and service vehicle for customers.
iii. High quality service can be represented by speedy work, reliable servicing and sincere attitude
to the customers. All these can be achieved by:
• Trained service staff working in a well-equipped work shop.
• Training should be provided to the technicians with latest updates.

48
 BIBLIOGRAPHY

BOOKS

Beri, G.C., (2007), Marketing Research: Research Design, 4th Edition, McGraw Hill
Education.
Malhotra, Naresh, (2008), Marketing Research, 5th Edition, perarson education.
Kumar, Ranjit,(2005), Resarch Methodology: A step by step guide for beginners.
Pearson education
Kotler, Koshi Jha, (2009), Marketing Management, 13 edition, Pearson Education.

WEBSITES
• www.hyundaimotorindia.com
• https://en.wikipedia.org/wiki/Hyundai
• www.automeet.com
• www.vintagecars.com

49
 Annexure

QUESTIONNAIRE
NAME:_________________ LOCATION:________________________
1. AGE:

____18-25 ____25-30____30-35____40 & above

2. GENDER:
____Male____Female

3. OCCUPATION:

____Businessman____Employed____Engineer____Doctor
____Housewife ____Student____Others

4. HAVE YOU SEEN THE ADD OF HYUNDAI:

____Yes____No

5. WHICH HYUNDAI CAR YOU OWN:

____I10____Xcent____Elantra____Sonata ____Creta

6. SINCE WHEN YOU ARE USING HYUNDAI CAR:

____0-1 yrs.____1-2 yrs.____2-3 yr ____3-4 yrs.____4-5 yrs.

____5 yrs. & above

7. WHICH FACTORS DO YOU CONSIDER THE MOST IN CHOOSING HYUNDAI CARS:

____Need____Brand name____Safety____Self-esteem____Availability
____Style ____Others (Specify)

9.WHAT ARE THE OTHER CARS YOU OWN:

____Maruti ____Ford ____Tata ____Others (specify) ____Only Hyundai

10.WHAT DO YOU LIKE ABOUT HYUNDAI CARS:

____Power ____Performance ___Interiors ___Fuel economy

____Low maintenance____All the above

11.ARE YOU SATISFIED WITH HYUNDAI:

____Highly satisfied ____Satisfied ____Highly unsatisfied ____Unsatisfied

50
 12.WHAT IS YOUR OPINION ABOUT THE AFTER SALE SERVICE PROVIDED BY
HIMGIRIMOTORS:
____Excellent ____Good ____Satisfactory ____Not satisfactory

13.Would you suggest your friend to buy a Hyundai car:

____Yes ____No

51
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