V THE INDIAN CAR MARKET

V TWO CAR MODELS : Ambassador from Hindustan Motors and Fiat

from Premier Automobiles.
V No other domestic or foreign investor was allowed to enter Indian
car industry.
V Poor technological improvements which effected growth of industry.
V In 1980·s government tied up with noted Japanese company, Suzuki
and founded Maruti Udyog Ltd.
V 1983, MUL launched ¶maruti 800· at Rs.40000 with 79% market share.
V Hyundai entered in 1996 in chennai.
V In 1998, Santro launched ² world debut in india.
V HYUNDAI MOTORS
V HMIL is a wholly owned subsidiary of hyundai motor company in
India.
V It was formed in 1996 by HMC of South Korea.
V The name Hyundai was chosen for its meaning which in English
translates to ¶modern· .
V The oval shape represents the company·s global expansion and the
stylized ¶H· is symbolic of 2 people ( the company and the
customer) shaking hands.
V The second largest car manufacturer and the largest passenger car
exporter from india.
V Hyundai has one of the most advanced research and development
facilities that focus on state of the art product and design
engineering and rigorous quality enhancement.
V The Hyundai i10 Ã a hatchback bodÃed cÃty car produced by
the Hyundaà Motor Company, launched on 31 October 2007,
manufactured only Ãn IndÃa, at HyundaÃ
Chennaà lant ³
and old globally (not for South Korea). ReplacÃng
the Ato Ato rÃmeAmÃcaSantro (except Ãn IndÃa, where
the lower-prÃced Santro XÃng à tÃll beÃng old below Ãt), Ãt Ã
marketed below the Getz andÃ20 (whÃch replace the Getz Ãn
mo t countrÃe ). In IndÃa Hyundaà Ã10 à avaÃlable wÃth nÃne
varÃant , and wÃth two dÃfferent engÃne optÃon .
V OBJECTIVES OF THE STUDY

V Primary objective:
V To find out various drives that motivates
customers to buy Hyundai i10 car.
V Secondary objectives:
V to know more about the overall
experience of customers about DPG
Hyundai .
V RESEARCH DESIGN
V Here descriptive research design is used for analyzing
buying motives of hyundai i10 car.
SAMPLING TECHNIQUE
V Non probability sampling technique was used here.
SAMPLE SIZE
V Here the sample size is 100 and it is limited to the area of
Patiala.
COLLECTION OF DATA
V A well structured questionnaire was used to collect
primary data from the customers. The customers were
given multiple choices to select their particular answers.
SCOPE OF STUDY
V Patiala
ANALYSIS AND FINDINGS
1) INFLUENCE OF AGE ON BUYING DECISION

3
3

 

 

 

 



 6%

34%
24%

below3

36 onths

6
 onths

bove

36%
 Ý


32%

yes

no

88%
 24%

television

44% newspper

personnelsources

productde os

3 % slesrepresenttives

experiencedusers

4%

32%
6%
 2%

32%

32%

highlyinfluenced
influenced
neutrl

lessinfluenced
28%
notinfluenced

26%
38%

yes

no

62%
4%

officil

personl

6%
 2%

34%

f ily
48% friendsndreltives

collegues
others

36%
 36%

42%
service ulity

ccessibility

brndloylty
custo erreltionship
28%

34%
36%

yes

no

84%
V A Age: MajorÃty of the cu tomer fallÃng under the age
group of 30-40

V A Occupation: MajorÃty of the u er are profe Ãonal uch

a doctor , engÃneer etc..

V A Duration of usageô Mo t of the cu tomer made theÃr

purcha e between la t Ãx month . There à a fa t
movement Ãn the ale of Ã10 car wÃthÃn the la t 6 month
Ã.e., publÃc opÃnÃon about the car à Ãncrea Ãng and Ãt¶ Ãn
turn act a a buyÃng motÃve.
V A Buying preference: MajorÃty of the cu tomer prefer
comfort a an Ãmportant factor whÃle makÃng the purcha e
decà Ãon of a car.
V A Style: Mo t of the cu tomer (64%) were Ãnfluenced by
the tyle of the car.
V A Parts and service availability: Mo t of the
cu tomer (58%) were Ãnfluenced by the part and
ervÃce avaÃlabÃlÃty of Hyundaà Ã10.
V A Brand perception of customersô Mo t of the
cu tomer (62%) were Ãnfluenced by the brand
Ãmage of HyundaÃ.
V A Purpose of Buyingô MajorÃty of the cu tomer (98%)
were purcha ed theÃr car for per onal purpo e
V A Purchase Decisionô MajorÃty of the cu tomer made
theÃr decà Ãon collectÃvely Ã.e., Ãt ha got that much
famÃly acceptance.
V A Advertisementô MajorÃty of the cu tomer were
Ãnfluenced by the TV advertà ement .
V A Experienced Usersô It à very Ãmportant note that
experÃenced cu tomer become an Ãmportant ÃnfluencÃng
factor behÃnd a number of purcha e .
V A Factors influencing Choice of dealersô Cu tomer have
hÃgh preference on ervÃce qualÃty of dealer and Ãt al o
act a an Ãmportant ÃnfluencÃng factor whÃle they make
theÃr purcha e decà Ãon.
V A Customer satisfaction: MajorÃty of the cu tomer (92%)
were hÃghly atà fÃed about the performance of the car.
V A Recommendations MajorÃty of cu tomer lÃke to
recommend Ã10 to other . It ÃndÃrectly reflected that they
are all atà fÃed wÃth the performance of Hyundaà Ã10.
V The project entÃtled Ɇthe tudy on
buyÃng motÃve of Hyundaà Ã10 car wÃth
pecÃal reference to DG HyundaÃ
undertaken by the re earcher on behalf
of the DG Hyundaà AutomobÃle , atÃala
would help the dealer to know about
the varÃou drÃve of cu tomer that
motÃvate them to purcha e Hyundaà Ã10.
The company can de Ãgn proper
marketÃng trategÃe from the e fÃndÃng .
V The company hould Ãmprove the ervÃce qualÃty of
Hyundaà Ã10 becau e mo t of the cu tomer have the
opÃnÃon that ervÃce qualÃty of DG regardÃng Ã10 Ã
low a compared to other brand . It wÃll adver ely
affect the publÃc opÃnÃon regardÃng DG.
V The company hould al o Ãmprove the moralÃty of
exà tÃng cu tomer becau e exà tÃng cu tomer are
one of the Ãmportant ÃnfluencÃng factor .
V Company can gÃve Offer & Scheme to attract
cu tomer .
V The company can arrange more product demo Ãn
crowded place .
V Company hould launch more exchange cheme .
V Enhance brand Ãmage.
V 1. The tudy wa confÃned to only atÃala dà trÃct.
Therefore the re ult cannot be generalÃzed.
V 2. Cu tomer were reluctant to an wer certaÃn
que tÃon .
V 3. The re ult generated out of the tudy à completely
dependent on the nature of the re pon e gÃven by
the cu tomer .
V 4. Short pan of tÃme wa a lÃmÃtÃng factor.
V 5. Cu tomer atà factÃon varÃe from tÃme to tÃme. It wÃll
not remaÃn con tant.
V De pÃte the e lÃmÃtatÃon , a Ãncere attempt ha been
made to collect and analyze the data and pre ent
the ÃnformatÃon a accurately a po Ãble.
THANK YOU