A

PROJECT REPORT ON

CONSUMER BUYING MOTIVES OF HYNDAI i10 CARS

UNDERTAKEN AT

TRIDENT HYUNDAI CARS PVT. LTD.

SHIMOGA

Page | 1

DECLARATION

I, _____________ the student ___________________, hereby

declare that this project report is a result of culmination

on my sincere efforts.

I also declare that this project has not been submitted

for the award of any other degree, diploma, literature or

recognition earlier.

Place: Shimoga

Date:

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ACKNOWLEDGEMENT

I am indebted to ____________ General Manager of

Trident Hyundai Cars Pvt. Ltd, Shimoga for giving

me an opportunity to work as a summer project trainee

in this esteemed organization. His knowledge and

experience was a great motivating factor. This effort

would not have been possible without his able, efficient,

valuable and timely advice, insights and thoughts. I am

very much thankful to sir for his valuable guidance and

support.

I take this opportunity to express my heartfelt gratitude

to my faculty guide Mr. _______________. I am thankful to

sir for his valuable support and guidance throughout the

project.

I am also thankful to Mr. ______________, Team leader,

Trident Hyundai Cars Pvt.Ltd for his assistance and

support, I am equally grateful to each and every

member of Trident Hyundai Cars Pvt.Ltd, Shimoga

for their whole-hearted co-operation in completing this

project in stipulated time.

Last but not the least, I would like to thank my family

members and friends whose unbounded support

facilitated the successful completion of the project.

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Executive summary

Introduction:-

Hyundai is one of the most premiere company of the world in car manufacturing & selling stands 4th in terms of sales. Hyundai motor company has a brand value of approximate US $ 4.6 billion in 2009.Rank 8th in automotive brand ranking.HMIL Rank 2nd in terms of Market Share in INDIA.

Introduction of Buying motives:-

“Buying motives are those influences or considerations which provide the impulse to buy, induce action or determine choice in the purchase of goods and services.”

Research problem:-

The company wants to know more about the various factors customers that motivate them to purchase Hyundai Cars.

Objectives:-

To find out various factors that motivates customers to buy Hyundai Cars.

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To find out which is the most preferred preference for buying Hyundai Cars.

Research design:-

In this project descriptive research design is used for analyzing buying motives of Hyundai Cars. It is very simple and more specific than exploratory study.

In this research project I am using Primary Data collection through questionnaire.

Analysis Tools & Technique:-

Chi-Square, Frequency distribution is used.

Sampling Plan:-

The sampling unit for the project is taken from Shimoga who are the current users of Hyundai Cars. Sample size of 150 is taken. Nonprobability convenience sampling method is taken. For contacting customers’ personal interview and telephonic interview methods is used.

Findings:-

The study finds that majority of the customers were highly prefer comfort of the car. Majority of customers fall between age group of 31 – 40.

Conclusion:-

It will help company to know which factors motivates customer for buying.

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Recommendation:-

The company can provide easy financing facilities, spare & parts. The company can use print media

TABLE OF CONTENTS

SR NO.

TOPIC PAGE NO.

1 INTRODUCTION

1.1 History of Automobiles 1

1.2History of Indian Automobiles 4

1.3About Company 6

1.4Organizational Profile 10

2 ABOUT THE TOPIC

Page | 6

2.1Topic:-Buying Motives 20

2.2 Hyundai i10 24

3 RESEARCH METHODOLOGY

3.1Research Problem 28

3.2Research Design 28

3.3Data Source 29

3.4Research Instrument 30

3.5Sampling Plan 30

3.6Contact method 31

3.7Limitation of Study 31

4 DATAANALYSIS&INTERPRETATION

32

5 FINDINGS 49

6 CONCLUSION 51

7 RECOMMENDATION 52

8 BIBILOGRAPHY 53

9 APPENDIX 54

Page | 7

1. Introduction

1.1History of Automobiles

a. The First Motor Vehicle:-The first steam-powered

vehicle was designed by Nicolas-Joseph Cugnot in

1769 and could attain speeds of up to 6 km/hour.

Nicolas-Joseph

Page | 8

Cut away Drawing

The original 1769 model

. Cugnot's 17

b. The First Internal Combustion Engine:-In 1876

Nicolas Otto invented the first four-stroke internal

combustion engine. He called it the "Otto Cycle

Engine

Nicolas Otto Otto Cycle

Engine

Page | 9

c. First Automobile with I.C. Engine:-In the year

(1885) Karl Benz the German mechanical engineer

designed and built the world's first practical

automobile to be powered by an internal-

combustion engine based on Otto's design. It was a

three wheeled machine.

Karl Benz Original

Benz in 1885

d. First Four-Wheeled Motor Vehicle:-In the same

year 1885 Gottlieb Daimler (with partner Wilhelm

Maybach) perfected his internal combustion engine

and attached it to a former stagecoach, thereby

inventing the first four-wheeled motor vehicle.

Page | 10

Gottlieb Daimler

1st Four Wheel Motor Vehicle in 1885

1.2 History of Indian Automobile Industry

a. Trend in automobile industry:-

Automobile Industry in India has witnessed a

tremendous growth in recent years.

Page | 11

Come a long way since the first car ran on the streets

of Bombay in 1898.

It employs more than 10 million people.

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 vital

role.

After the sector opened to foreign direct investment

in 1996 global major moved in.

Matured in last few years and offers differentiated

products for different segments of the society.

b. Today’s Scenario:-

An annual contribution of 4% to the GDP and

accounting for about 5% of the total industrial

output, this segment clearly stands out as a Page | 12

significant contributor to the economic growth. The

industry has grown at a CAGR of 16% p.a over the

last 5 years.

With the potential to emerge as one of the largest in

the world. Presently, India is

- 2nd largest two wheeler market in the world

- 4th largest commercial vehicle market in the world

- 11th largest passenger car in the world and is

expected to be the 7th largest market by 2016

The industry has emerged as a key contributor to the

Indian economy

Over 9.9 million vehicles are produced by India & 1.3

million passenger cars and about 400 000

commercial vehicles.

c. Indian Automobile Market:-

1.Hyundai 6.Fiat 11.Mahindr

a &

Mahindra

16.Nissa

n

21.Tata

Motors

2.Hindust

an Motors

7.Force

Motor

12.Lambor

ghini

17.Porsc

he

22.Toyota

Page | 13

3.Audi 8.Ford 13.Mahindr

a-Renault

18.Rolls-

royce

23.VolksW

agen

4.Honda 9.Internatio

nal Motors

(Sonalika)

14.Mercede

s Benz

19.San

Motors

24.Volvo

5.BMW 10.GM(Chev

rolet)

15.Mitsubis

hi Motors

20.Skoda 25.Reva

(Source: - Hyundai Training Book)

d. Car segmentation as per SIAM:-

A1 (mini – upto 3400 mm): Maruti 800, Tata Nano.

A2 (compact – upto 3401 to 4000 mm): Santro, i10,

i20, Indica.

A3 (mid-size 4001 to 4500 mm): Accent, Lancer,

Verna, SX-4.

A4 (executive – 4501 to 4700 mm): Octavia, Laura,

Civic.

A5 (premium – 4701 to 5000 mm) : Sonata, Accord,

Teana

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A6 (luxury – 5001 mm to above) : s class ( Mercedes

Benz, Audi)

C (van type): Omni, Versa, Eeco.

B2 (passenger carrier): Tavera, Innova, Tata Sumo.

SUV’s: Safari, Mahindra, Fortuner, CRV.

1.3About the Company

a. Hyundai Motor India Limited (HMIL).

VISION & MISSION

Vision statement:-Our team provides value for your

future.

Mission Statement:-To pursue excellence and

deliver cars that inspire, so you can live your life the

way you want. And drive your way.

Picture view of the plant in Chennai

Page | 15

Hyundai Motor India Limited (HMIL) is a wholly owned

subsidiary of Hyundai Motor Company (HMC), South

Korea and is the largest passenger car exporter and the

second largest car manufacturer in India. HMIL

presently markets 6 models of passenger cars across

segments. The A2 segment includes the Santro, i10 and

the i20, the A3 segment includes the Accent and the

Verna, the A5 segment includes the Sonata Transform.

HMIL’s fully integrated state-of-the-art manufacturing

plant near Chennai boasts of the most advanced

production, quality and testing capabilities in the

country. To cater to rising demand, HMIL commissioned

its second plant in February 2008, which produces an

additional 300,000 units per annum, raising HMIL’s total

production capacity to 600,000 units per annum.

In continuation with its commitment to providing Indian

customers with cutting-edge global technology, HMIL

has set up a modern multi-million dollar research and

development facility in the cyber city of Hyderabad. It

aims to become a centre of excellence for automobile

engineering and ensure quick turnaround time to

changing consumer needs.

As HMC’s global export hub for compact cars, HMIL is

the first automotive company in India to achieve the

export of 10 lakh cars in just over a decade. HMIL

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currently exports cars to more than 110 countries

across EU, Africa, Middle East, Latin America, Asia and

Australia. It has been the number one exporter of

passenger car of the country for the sixth year in a row

To support its growth and expansion plans, HMIL

currently has a 290 strong dealer network and 540

strong service points across India, which will see further

expansion in 2010.HMIL Rank 2nd in terms of Market

Share in INDIA.

b. Hyundai Motor India Limited (HMIL) Exports.

February

22, 2010

Fastest Exports of 10 lakh cars

March 25,

2009

Hyundai Motor India honored with

‘EXIM Achieved Award’ for the year

2008 by Tamil Chamber of

Commerce

November

5, 2008

Hyundai exports its first batch of

‘i20’ to European market. The first

export consignment comprised

2,820 units of ‘i20’.

June 11, Fastest Export - Over One lakh units

Page | 17

2008 of i10 exported since its launch in

Oct 31, 2007

March 27,

2008

Fastest Export of 5 lakh units

October 31,

2006

Hyundai Motor India rolls out the

fastest 300,000th export car

October 31,

2004

HMIL crossed the figure of 1 lakh

vehicles in exports and emerged as

the largest exporter in the Indian

automobile industry.

July 21,

2000

First major export-shipment of 760

Accent and Santro cars rolls out of

the Chennai Port for Algeria

(Source:- www.Hyundai.co.in)

c. Global sales ranking:

Ranking Automakers 2009Global

Sales(Units)

1 Toyota 3,564,105

2 GM 3,552,722

3 Volkswagen 3,100,300

Page | 18

4 HYUNDAI 2,145,000

5 Ford 2,153,000

6 PSA/Peugeot 1,586,900

7 Honda 1,586,000

8 Nissan 1,545,976

9 Suzuki 1,152,000

10 Renault 1,106,989

(Note: - Above data is of first half of year 2009,

Source: - www.carzoo.com)

Hyundai motor company has a brand value of

approximate US $ 4.6 billion in 2009.Rank 8th in

automotive brand ranking & ranked above Suzuki, GM,

Chevrolet, Porsche, Lexus, Nissan, & Ferrari & 69 in top

100 brands

It is sold in 193 countries through a network of over

5000 dealerships.

1.4Organization Profile

Trident Hyundai Cars Pvt. Ltd

Page | 19

a. Brief History:-

It is a private limited company incorporate under

companies Act, 1956. The company is a dealer of

Hyundai Motors India Ltd. The company was

incorporated on 24th of March in the year 2010. Till

date the company has extended its ramifications and

penetrated in its workings to the fullest extent and has

achieved a good related diversification in the

automobile industry. The company is formed under the

directorship of Mr. Jashwantlal D. Gajjar, Mr.

Hitendrakumar J. Gajjar and Mr. Dipakkumar J. Gajjar.

For effective leadership & Control there is very efficient

team Leaded under leadership of Mr. Hiren Patel

(General Manager), Vikas Patel (Team Leader), Mr. Khan

(Service Manager) & Skilled Staff. Its Other Branches

are at Suart, Varacha, and Baruch.

b. Quality Objective:-

TRIDENT HYUNDAI CARS PVT. LTD. has identified the

following objectives in pursuit of our quality policy: - To

increase the number of customers at least by 40

percent from our existing every year. - To execute all

the servicing within agreed time-frame. - To update the

skills of employees by providing 20 hours training

regularly on yearly basis.

c. Vision Statement:-

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To be a leading automobile dealer in Gujarat in the

forthcoming years and maintaining the level of quality

service and implementing the concept of KAIZEN

(IMPROVEMENT ON A CONTINUOUS BASIS)

d. Automation Of Workshop:-

The Company has a fully automated workshop which

has around 10 bays. The daily traffic is around 30 cars.

The workshop employs about 40 employees who are

allotted the work according to their respective skills.

e. Manpower:-

The Company employs about 100 people. The HR

activities are properly conducted and performance

appraisal on the same are made at regular intervals

which serves as the base for the promotion of the

workers.

f. Company includes following Department:-

Sales Department

Service & Spares Department

Accessories Department

Advantage Pre-Owned Cars Department

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CRM(Customer Relationship Management)

Department

Training Department

Account Department

EDP Department

Other Facilities:-

Finance( tie up With Various Loan Provider Banks)

Insurance

Pick Up & Delivery for Service

Customer Lounge

Playing area for children

Other Business Profile of the Company:-

Trident Hyundai Group has Other Dealership of

AMW, Volkswagen & Hero Honda.

M/S. NEW TECH INDUSTRIES

M/S. NAVRATNA INDUSTRIES

Page | 22

M/S. TRIDENT HYUNDAI TRADERS

TRIDENT HYUNDAI YARNS

Product Profile

1. SANTO XING

Facts:-

Launched in 1998.

The first car launched in Indian from Hyundai

Santro Zip Drive was launched in May 2000.

Santro Xing was launched in 2003.

Santro is India’s largest exporter car under the name

Atos!

Santro is produced exclusively in India and exported

around the world to over 65 countries including

advanced markets like North America and Europe.

Variants:-

1.1 eRLX Petrol

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1.1 eRLX LPG

Dimensions:-

Overall Length- 3565 mm

Overall Width- 1525 mm

Overall Height- 1590 mm

Wheelbase- 2380 mm

Ground Clearance- 164 mm

Body Colours:-

Crystal White

Sleek Silver

Silky Beige

Dark Grey

Black Diamond

Berry Red

Electric Red

Sparkle Blue

2,i10

Page | 24

Facts-

Model name- i10

Design and creation- Hyundai- KIA, R&D Centre-

Korea.

International Debut- India

Launch time- November’07

Body style- 5 door hatchback

i10 compete in the high volume mid compact

segment.

Dimensions-

Overall Length- 3565 mm

Overall Width- 1595 mm

Overall Height- 1550 mm

Wheelbase- 2380

Ground Clearance- 165

Variants:-

1.2 L Kappa

1.1L iRDE

Body Colour:-Page | 25

Alpine Blue

Oyster Grey

Crystal White

Sleek Silver

Electric Red

Stone Black

Deep Ocean Blue

Blushing Red

2. i20

Facts:-

There’s a new shape on the street and it’s called the

Hyundai i20. As you would expect from a car

company that buzzes with fresh ideas, novel

solutions and top technology, Hyundai i20 is the

epitome of the modern premium compact. Sharp and

stylish on the outside, spacious and versatile inside,

Page | 26

it combines comfort, safety and reliability in a

package that is affordable and economical.

Dimensions:-

Overall Length- 3940mm

Overall Width- 1710 mm

Overall Height- 1505 mm

Wheelbase- 2525

Ground Clearance- 165

Variants:-

1.2 Kappa Petrol PL

1.4 CRDi Diesel

1.4 Gamma Petrol

Body Colour:-

Crystal White

Sleek Silver

Sparkle Blue

Silky Beige

Diamond Black

Berry Red

Dark Grey

3. ACCENT EXECUTIVE

Page | 27

Facts:-

Launched in India in October 1999.

Awarded the JD Power Asia pacific award 2001 for

“Best

Appeal”.

Dimensions-

Overall Length- 4250 mm

Overall Width- 1670 mm

Overall Height- 1370 mm

Wheelbase 2440 mm

Ground Clearance 172 mm

Variant:-

1.5 SOHC Petrol

1.5 SOHC LPG

Body Colours:-

Crystal White

Black DiamondPage | 28

Sleek Silver

Silky Beige

Berry Red

4. VERNA

Facts:-

Hyundai Verna Petrol & Diesel Launch in September

2006.

Verna CRDi was awarded the ‘Performance Car of

The Year 2007’ by Business Standard Motoring.

Dimension:-

Overall Length- 4310 mm

Overall Width- 1695 mm

Overall Height- 1490 mm

Wheelbase- 2500 mm

Ground Clearance-170 mm

Variant:-

1.6 VTVT Petrol

Page | 29

1.5 CRDi Diesel VGT

Body Colour:-

Crystal White

Stone Black

Sleek Silver

Blushing Red

Deep Ocean Blue

Champagne Gold

5. Sonata

Facts:-

HMIL launches luxury sedan Sonata in year the

2001.

HMIL launches the all new Sonata Transform in the

year 2009.

Awarded with “Best Overall Values” by

Intelchoice.com.

Variants-

Page | 30

2.4 M/T

2.4 A/T

2.0CRDi M/T

2.0 CRDi A/T

Dimensions-

Overall Length- 4800 mm

Overall Width- 1832 mm

Overall Height- 1475 mm

Wheelbase- 2730 mm

Ground Clearance- 170 mm

Body Colour:-

Crystal White

Black Diamond

Silky Beige

Sleek Silver

Page | 31

2. About The Topic

PRODUCT PROFILE

Page | 32

Hyundai i10

The irresistible i10 is fully equipped and is tailor made for the city. It is the proud owner of the longest wheelbase and three rear seats.

You can pack your i10 car with a lot more. The i10 is streetwise, chilly and spacious for the city rides too. The air condition comes across as standard and has front and front side airbags with a fully integrated audio system.

The i10 features a unique centre console mounted gear shift. The i-shift transmission takes away the stress from the arm in case of long drives. Simultaneously, it renders greater legroom for the passengers who are in the front seats.

The i10 has a number of safety features. The dual air bags provide ample cushioning in case of accidents. The flexible membrane covers the passengers. The anti-lock braking system (ABS) helps to prevent the locking up of the wheel during sudden brakes thus avoiding skidding while retaining car stability and steer ability.

Page | 33

The multi-reflector clear glass fog lamp is another feature that ensures maximum visibility even in adverse weather conditions The clear rear combination lamp is a sleek, elongated feature that helps in improved visibility for trailing vehicles.

The instrument cluster has many warning lamps like low fuel warning lamp, seat belt warning lamp, door and tail gate ajar warning lamp, MDPS warning lamp, ABS warning lamp and air bag warning lamp. This is in order to ensure that the driver is aware of all the conditions of the car at all times, ensuring-safety.

The seat belt is one of the major safety measures in all cars. It contains an electronically controlled retractor called pretension.

The i10 measures a diminutive 3565mm long, 1595mm wide and it has a 2380mm wheelbase. These dimensions mean it will be targeted primarily at the Asian and Euro markets, where demand for baby cars is booming.

Motive power for the i10 comes from a 1.1-litre engine with a towering 49kW, and there's also a 1.2-litre turbo-diesel unit.

Page | 34

The i10 will be one the better equipped baby cars originating from an Indian factory as standard kit across the range includes air-con, front power windows, central locking, power steering, alloy wheels, body-colored bumpers and a CD player.

In Europe, the i10 will lock horns with the likes of the Toyota Aygo/Citroen C1/Peugeot 107 triplets, although it's slightly larger than this trio.

The i10 is the second car (after the i30) to feature Hyundai's 'i'-prefixed naming protocol, and still to come are the i20 (which will replace the Getz), i40 (Sonata replacement) and i50 (Grandeur replacement).

Although undoubtedly inspired by Apple's iPod, Hyundai's new naming strategy is also conceivably a ploy to mimic the alphanumeric model designations of Euro carmakers such as Mercedes-Benz and Volvo.

Page | 35

Hyundai Motor India Limited (HMIL)

Hyundai Motor India Limited (HMIL) is a wholly owned subsidiary of Hyundai Motor Company, South Korea and is the second largest and the fastest growing car manufacturer in India. HMIL presently markets 34 variants of passenger cars in six segments. The Santro in the B segment, Getz Prime, i10 in the B+ segment, the Accent and Verna in the C segment, the Elantra in the D segment, the Sonata Embera in the E segment and the Tucson in the SUV segment.

Hyundai Motor India, continuing its tradition of being the fastest growing passenger car manufacturer, registered total sales of 299,513 vehicles in calendar year (CY) 2006, an increase of 18.5 percent over CY 2005. In the domestic market it clocked a growth of 19.1 percent a compared to 2005, with 186,174 units, while overseas sales grew by 17.4 percent, with exports of 113,339 units.

HMIL‘s fully integrated state-of-the-art manufacturing plant near Chennai boasts some of the most advanced production, quality and testing capabilities in the country. In continuation of its investment in providing the Indian customer global technology, HMIL is setting up its second plant, which will produce an additional 300,000 units per annum, raising HMIL‘s total production capacity to 600,000 units per annum by end of 2007.

Page | 36

HMIL is investing to expand capacity in line with its positioning as HMC‘s global export hub for Hyundai Motor India attain other milestones such as the launch of the Verna and yet another path-breaking record in its young journey by rolling out the fastest 10,00,000th car.

The Hyundai Verna has bagged some of the most prestigious awards starting with the title of "Car of the Year 2007" by India's leading automotive publication – Overdrive, the ―Best Mid-size Car of the Year‖ award by the NDTV Profit C&B Awards 2007, the ―Best Value for Money Car‖ by the CNBC Autocar Auto awards and ‗Performance Car of the Year 2007‘ from Business Standard Motoring.

Last Year Sonata Embera won the ‗Executive Car of The Year 2006‘ award from Business Standard Motoring Magazine and NDTV Profit – Car & Bike declared the Tucson as the ‗SUV of The Year 2006.

Page | 37

3 Research Methodology

3.1Research Problem:-

The company wants to know more about the various

factors customers that motivate them to purchase

Hyundai Cars. It's very important for every marketer

to know about the buying motives of the customers

because it helps them to design proper policies and

programs to attract customers. It also helps them to

determine their advertisement budget .

Objective of study:-

Primary Objective:-

I. To find out various factors that motivates customers

to buy Hyundai Cars.

Secondary Objectives:-

I. To find out which is the most preferred source for

awareness.

II. To find out which is the most preferred preference for

buying Hyundai Cars.

III. To find out who gives suggestion while buying

Hyundai Cars.

IV. To know which class of customers is using Hyundai

Cars.

V. To know at what level customers are influence by

financing facility.

Page | 38

3.2 Research Design:-

A research design is a logical and systematic plan

prepared for directing a research study. It is the

program that guides the investigator in the process

of collecting, analyzing and interpreting observations.

It is a blue print for understanding project & collection

of data.

There are three types of research design.

I. Exploratory research design

II. Descriptive research design

III. Causal research design

Here, descriptive research (Cross-Sectional) design

is used for analyzing buying motive of Hyundai Cars. It

is very simple and more specific than exploratory study.

The descriptive study is a fact finding

investigation with adequate interpretation. The

descriptive study aims at identifying the various

characteristics of a problem under study. It reveals

potential relationships between variables and

also setting the stage for further investigation

later

3.3 DATA SOURCES:-

Page | 39

The researcher can gather the data & information are

two types;-

1. Primary data

2. Secondary data

Collection of Primary data:- Primary data are

collected on original information gathered for a

specific purpose either through personnel

interviews/questionnaires etc.

Collection of Secondary data: -:- Secondary data

for the study were collected from the library

reference, technical and subject based books,

journals and magazines, websites and other previous

studies. To know about details of HMIL data is

collected from magazine, web pages etc.

In this research project I am using Primary Data

collection through questionnaire.

3.4 RESEARCH INSTRUMENTS:-

In the marketing research it has main research

instruments in collection the primary data that is

questionnaire.

The structured questionnaire is the research instrument

to collect the primary information for this marketing

research projects. A Questionnaire consists of a set of

Page | 40

question presented to respondent for their answers.

Questions may be open ended or close ended, it

depends upon the Marketing Research.

3.5 Sampling Plan:-

a. Sample Unit:-

Who is to be surveyed? The marketing research

must define the target population that will be

sampled. The sampling unit for the project is taken

from Shimoga who are the current users of

Hyundai Cars.

Sample Size: -

How many customers should be surveyed large

samples can give the more reliable results then

small samples yet it is more costly than small

samples. I have taken 150 samples in this project

survey.

b. Sampling Method:-

Sampling is the process of selecting units (e.g.,

people, organizations) from a population of

interest so that by studying the sample we may

fairly generalize our results back to the population

from which they were chosen. In short, the process

of drawing sample from a population is known as a

sampling.

Two types of sampling methods are:-

I. Probability Sampling

Page | 41

II. Nonprobability Sampling

For Present study Nonprobability sampling method is

use and in that convenience sampling technique is

taken for use.

Nonprobability sampling it is not based on the

theory of probability. It does not provide a chance of

selection each population element. The merit of this

type sampling is simplicity, convenience and low

cost.

Convenience sampling:- In this project convenience

sampling is to be used because it is less costly, time

saving, and easier than probability sampling.

3.6 Contact Method:-

Once the sampling plan has been determined it must be

decide how the respondent should be contacted i.e. by

Mail, telephone, personal, and on-line-interview.

In this research project I have use contact methods of

personal interview & telephone interview.

3.7 Limitation of Study

1. The study was confined to only Shimoga. Therefore

the results cannot be generalized.

2. The result generated out of the study is completely

dependent on the nature of the response given by

the customers.

Page | 42

3. Short span of time for gathering data was a limiting

factor.

Despite these limitations, a sincere attempt has been

made to collect and analyze the data and present the

information as accurately as possible.

4. DATA ANALYSIS & INTERPRETATION

Table: 1

Following table shows the consumers who have

previous experience with Hyundai.

Responses No. of

Respondent

Percent (%)

No 78 77.3%

Yes 22 22.7%

Total 100 100.00%

Interpretation:-

From the above frequency distribution it is found that from

150 respondent 116 has no previous experience with

Hyundai & remaining 34 had been experience Hyundai

before also.

Page | 43

TABLE: 2

Following table shows the customers who travel daily

(KMS) by their Hyundai Car.

Daily

Kilometers

No. of

Respondent

Percent (%)

Less than 30 45 44.7%

31 to 60 37 38.7%

Above 61 28 16.7%

Total 100 100.00%

Interpretation: -

From the above frequency distribution table it is found that

out of 150 respondent 44.7% customers travels less than 30

kilometers a day, 38.7% customers travels between 31 to 60

kilometers a day and remaining 16.7% customers travels

above 61 kilometers a day.

Page | 44

TABLE: 3

Following table shows from which sources they got

aware about Hyundai.

Sources No. of

Responses

Percentage(

%)

News paper

Advertisement

22 21.82%

Experienced User 33 35.23%

Events & Promotion 10 10.10%

TV advertisement 30 28.01%

Online Source 5 4.56%

Total 100 100.00%

Interpreatation:-

As in this question customers has answer more than one

option, so total of 307 answers is got out of survey of 150

customer and from that it is found that 35.50% of customes

got aware from experience user which is highest & 4.56% of

customers got information from online source which is

lowest.

Page | 45

TABLE: 4

Following table show who gives suggestion for

buying Hyundai

Suggestion No. of

Respondent

Percent

(%)

Family 48 48.00%

Friends & Relatives 39 38.67%

Colleagues 13 13.33%

Total 100 100.00%

Interpreatation:-

From the above frequency distribution table it is found that

out of 150 customers 48.00% of customers got suggestion

from their family for buying Hyundai, 38.67% of customers

got suggestion from their Friends relatives for buying

Hyundai 13.33% of customers got suggestion from their

Colleagues for buying Hyundai.

Page | 46

CHART: 1

Following Chart shows which factors mostly prefer by

customers

Interpretation:-

Page | 47

The above table shows that most of the customers

rates comfort as the most important factor for purchasing

a car, then comes mileage, overall looks, driving experience,

safety, price and extra features respectively.

TABLE: 6

Following table shows which other factors influence

for buying Hyundai.

Factor Influencing

more

No. of

Responses

Percenta

ge

Nearby Showroom &

Service Centre

20 20.14%

Availability of spares 9 8.63%

Authorization of

service centre

10 9.35%

Availability of Models

& Variants

22 22.66%

Product performance 39 39.21%

Total 100 100.00%

Interpreatation:-

Page | 48

As in this question customers has answer more than one

option, so total of 278 answers is got out of survey of 150

customer and from that it is found that 39.21% customers

were influenced by product performance after that

availability of models & variants 22.66%, nearbyshowroom

20.14%, authorization of service centre 9.35% & last

availability of spares 8.63% respectively.

TABLE: 7

Following table shows the opinion of customers

regarding the brand image of Hyundai

Respons

es

No. of

Respondent

Percentage

(%)

No 9 8.73%

Yes 91 91.3%

Total 100 100.0%

Interpretation: -

From the above frequency distribution table it is found out

of 150 customers 91.3% of customers were influenced by

brand image of Hyundai while making their buying decision

Page | 49

of Hyundai Cars. 8.7% customers were not influenced by the

brand image of Hyundai.

TABLE: 8

Following table shows how far celebrity endorsement

influence on buying decision of customers.

Level of

Influence

No. of

Responde

nt

Percenta

ge (%)

High Influenced 10 10.7%

Normal Influenced 20 20.0%

Neutral 14 14.7%

Less Influenced 8 8.7%

Not Influenced 48 46.0%

Total 100 100.0%Page | 50

Interpretation:-

The above frequency table shows that 10.7 % customers

were highly influenced and 20% were normal influenced by

the celebrity advertisements and 46.0% customers were not

influenced towards celebrity endorsement while making

buying decision.

TABLE: 9

Following table shows how far financing facility

influence on buying decision of customers.

Level of

Influence

No. of

Responde

nt

Percenta

ge (%)

High influenced 28 28.7%

Normal Influenced 36 36.0%

Page | 51

Neutral 13 13.3%

Less Influenced 9 8.7%

Not Influenced 14 13.3%

Total 100 100.0%

Interpretation:-

The above frequency table shows that 28.7 % customers

were highly influenced and 36.0% were normal influenced by

the financing facility and 13.3% customers were not

influenced towards financing facility while making buying

decision.

TABLE: 10

Following table shows past experience with other

Hyundai service station.

Past No .of Percentag

Page | 52

Experienc

e

Respondent e (%)

No 64 64.0%

Good 14 14.0%

Average 21 21.3%

Poor 1 0.7%

Total 100 100.0%

Interpretation:

The above frequency table shows that 64.0% customers has

no previous experience with other Hyundai service station,

14% has good experience with other Hyundai service station

& 21.3% has average experience with other Hyundai Service

Station.

TABLE: 11

Page | 53

Following table shows gender wise buying of Hyundai

Cars.

Gende

r

No. of

Respondent

Percentage

(%)

Male 95 94.7%

Female 5 5.3%

Total 100 100.0%

Interpretation:-

The above frequency distribution table shows that 94.7% of

male buys Hyundai Cars and 5.35% of female buys Hyundai

Cars.

TABLE: 12

Following table shows the different age class of customers and its influence on

buying decision of Hyundai Cars.

Age Group No. of

Respondent

Percentage

(%)

21 – 30 28 28.0%

31 – 40 44 44.7%

41 – 50 18 18.0%

Page | 54

51 – 60 8 7.3%

61 – 70 2 2.0%

Total 100 100.0%

Interpretation:-

The above Frequency table shows that majority 44.7% of

customers falling under the age group of 31-40.The next

major category was 21- 30 (28%).the age group 41-50, 51-60

and 61-70 were 3rd , 4th And 5th respectively.

TABLE: 13

Following table shows the different occupation of

customers and its influence on buying decision of

Hyundai Cars.

Occupation No. of

Responde

nt

Percentage

(%)

Service/Job 26 26.0%

Professional 14 14.0%

Retired 3 2.7%

Businessman 53 54.7%

Page | 55

Housewife 4 2.7%

Total 100 100.0%

Interpretation:-

From the above frequency distribution it is found that the

54.7% customers were Businessman, 26% were service ,

14% were professional and 4% were retried and housewife

respectively

TABLE: 14

Following table shows the customers form different

income groups.

Family Annual

Income(RS)

Frequency Percenta

ge (%)

100,001 - 300,000 36 36.0%

300,001 - 600,000 48 48.0%

600,001 - 900,000 13 13.3%

Above 900,001 3 2.7%Page | 56

Total 100 100.0%

Interpretation:-

From the above frequency distribution table it is found that

majority of customers fall in group of 300,001 – 600,000 i.e.

48% and after that customers fall in group of 100,001 -

300,000 i.e. 36 % and then 600,001 – 900,000 and above

900,001 respectively.

5. FINDINGS

The study finds that majority of the customers were highly

prefer comfort of the car. In the case of awareness & getting

information about Hyundai it is founds that experience users

is having high influence on customers compared to other

sources.

Following are the other important findings of the

study:-

Page | 57

It is found that majority of customers fall between age

group of 31 – 40.

It is found that of the users of Hyundai Cars is

Businessman, Service/job & Professionals

Most of the customers of Hyundai fall in family income

group of 300,001 – 600,000(48.00%).

Most of the customers of Hyundai are Male (94.70%)

It is found that 22.70% customers have experienced

Hyundai before & they had chosen same company

again.

From the study it is found that majority of the

customers travel less than 30 Kms a day i.e. 44.70%.

It is very important note that experienced users become

an important source for getting aware about Hyundai

with 35.50% and TV advertisement at second with

28.10%.

Majority of suggestion for buying Hyundai car is given

by family 48.00%.

Majority of Customers has preferred Comfort, Mileage &

Driving experience.

Product performance is the most influencing factor for

buying Hyundai car.39.10% customers has chosen

product performance as most influencing factor.Page | 58

Most of the customer’s (.91.30%) were influenced by

the brand image of Hyundai.

Majority of the customers were not influenced (46.00%)

by the celebrity endorsement.

Majority of the customers were normally influenced

(36.00%) by the Financing facility.

Majority of the customers has no experience (64.00%)

with other Hyundai Service Station and 14.00% has

average experience.

It is found in Chi-Square results that there is association

of daily travelling & Family annual income on purchase

of models.

There is moderate association of daily travelling

kilometers on model purchase as seen in contingency

coefficient value 0.456.

There is moderate association of family annual income

on model purchase as seen in contingency coefficient

value 0.600.

Majority of customers recommend Hyundai Cars to

others because of Engine technology, Driving

Experience, Mileage, Quality of Cars etc

Page | 59

6. CONCLUSION

The project entitled ―on Consumer buying motives of

Hyundai cars with special reference to Trident Hyundai

Cars Pvt. Ltd i.e. Trident Hyundai, Shimoga.

These findings will help the company to know which

factors motives customers for Buying Hyundai Car.

It also helps to decide proper marketing strategies.

Page | 60

7. RECOMMENDATIONS

The company can try to improve the service quality of

Hyundai Cars.

The Company can improve availability of spares & parts

on time.

The Company can provide easy financing facility by

giving them a counter in their showroom.

The company can cut the cost on celebrity endorsement

because study shows that customers are not influenced

by celebrity endorsement.

The Company can give more importance to extra

features includes basic accessories, easy insurance &

vehicle registration.

The Company can adopt print media as a tool for source

of awareness, because it is cheap compare to TV

advertisement.

Page | 61

8. Bibliography:-

Books:-

Donald R.Cooper and Pamela S. Schindler. (June-

2006) Ninth Edition, Business Research Methods,

Tata McGraw Hill Publishing, NewDelhi.

Leon G. Schiffman and Leslie Lazar Kanuk (Feb

2006). Ninth Edition, Consumer Behaviour,

Prentice Hall, India.

Philip Kotler, Lane Keller, Abraham Koshy,

Mithileshwar Jha (2008).Thirteen Edition,

Marketing Management, Pearson Education,

India.

Journals and Articles:-

Roy Chitwood, Puget Sound Business Journal.

Chintan Bharwada Buying motives – Do you know why do

they buy?

Kenneth C.C. Yang, Effects of Consumer Motives on

Search Behavior Using Internet Advertising. University

of Texas

Demographics and patronage motives. University of

South Carolina,

Page | 62

Websites:-

http://www.hyundai.com/in/en/main/

http://www.Trident Hyundaimotors.com

http://www.carazoo.com/.../Top-10-Car-Makers-of-the-

World-in-2009

http://www.siamindia.com/

9. APPENDIX

QUESTIONNAIRE

INSTITUTE NAME: SHRIMAD RAJCHANDRA INSTITUTE OF MANAGEMENT & COMPUTER APPLICATIONLOCATION: GOPAL VIDYANAGAR, MALIBA CAMPUS, BARDOLI Dear Sir/madam, My name is __________________and doing a project on CONSUMER BUYING MOTIVES OF HYUNDAI CARS, CONDUCTED AT TRIDENT HYUNDAI CARS PVT.LTD, SHIMOGA. Your response is highly valuable. I would be grateful if you could help me by filling it up honestly and legitimately. I assure that any information provided will be solely used for academic purpose and will be kept confidential. No answers are right or wrong; give the answers which you feel are the best.

We would be thankful if you share some of your valuable opinion regarding the following questionnaire.

1. Have you been using any cars of Hyundai before?

Page | 63

Yes No

If yes, specify it: - ___________________

2. What is daily travelling Kilometers per day?Less than 30 31 to 60 Above 61

3. From which sources you got aware about HYUNDAI?Newspaper advertisement Experienced user

Events & Promotion TV Advertisement Online

Source

4. Who offers you suggestion for buying HYUNDAI? Family Friends & relatives Colleagues

Others

If others, then specify_________________________

5. Rank in the order of your preference to buy a HYUNDAI car (in the order 1-7).Driving Experience Comfort Mileage

Price

Overall Looks safety Extra Features

6. Which model you have purchased as per above mention parameter that you have given a rank?Santro Xing i10 i20

Accent

Verna Sonata Other

____________________

Page | 64

7. What other factor influence more to buy HYUNDAI Car?Nearby Showroom & Service Centre Availability of

Spares Authorization of service centre

Availability of models & Variant Product

Performance

8. Does brand image of HYUNDAI influence your buying decision?Yes No

9. How far celebrity endorsements influence your buying decision?High Influenced Normal Influenced Neutral

Less Influenced Not Influenced

10. Does financing facility influence your buying decision?High Influenced Normal Influenced

Neutral

Less Influenced Not Influenced

11. Past experience with other HYUNDAI service station, if any?Good Average Poor

Page | 65

12. Why would you recommend HYUNDAI Cars to others?Specify, _____________________________________________________________________________________________________________________________________________

Demographic detail:

Name ________________________________________Location ________________________________________ ________________________________________Occupation ________________________________________Age ______________Gender ______________Contact No. ______________Family Annual Income 100,001 – 300,000

300,001 – 600,000

600,001 – 900,000 Above

900,001

Page | 66

Thanks for your Co-operation

Page | 67