job analysis

1. TERM PAPER
OF
CONSUMER BEHAVIOUR
TOPIC: Post purchase satisfaction level of Hyundai
products.
SUBMITTED TO: SUBMITTED BY:
Mr. Amit Dutt Abhimanyu Sharma
Roll no: RT1903B71
REG NO: 10907840
SEC: RT190

2. INTRODUCTION
It is true fact that if you are satisfied you recommended to others. Word of mouth and customer
satisfaction play a very important role in determining market perception about an automobile. It
is the market perception that determines the success of a company and so it is very important for
the car manufacturers to measure the “willingness of existing users of a product to recommend it
to others”. The same is a lot of interest to customers as well for it helps them make the purchase
decision.
A car is one of the most significant purchases that an Indian household makes and this term
paper addresses the most important question that perplexes car manufacturers:
“What makes the perfect car that influence will willfully purchase?”
The Term Paper highlights the factors that influence the buying decision of a consumer.
The factor under consideration would be:
• Price
• Features in the car
• Safety standard
• Warranty scheme
• Finance facility
Customer satisfaction measurement helps to promote an increased focus on customer outcomes
and stimulate improvements in the work practices and processes used within the company.
Customer expectations are the customer-defined attributes of your product or service. We cannot
create satisfaction just by meeting customer’s requirements fully because these have to be met in
any case. However falling short is certain to create dissatisfaction.
Major attributes of customer satisfaction can be summarized as:
• Product quality
• Keeping delivery commitments
• Price
• Responsiveness and ability to resolve complaints and reject reports
• Overall communication, accessibility and attitudes

3. Values
+ Benefits -
Features -
Attributes
We cannot begin to address the customer satisfaction issue we define the parameters and
measures clearly.
The customer satisfaction index represents the overall satisfaction level of that customer as one
number, usually as a percentage

4. The buying process involves the following steps:
Problem
Recognition
Information search
Evaluation
Decision
Buy
Post Purchase
Dissonance
Dissatisfaction = Satisfaction = Brand
Brand Rejection Acceptance

5. “Customer Satisfaction Survey for HYUNDAI”
In this world of competition any organization cannot avoid Customers. It has become a necessity
for an organization for its survival in any industry so that customer Satisfaction plays important
role in each an every product life cycle. Today Companies are facing toughest competition ever.
The intense competition makes the companies to take the necessary steps. To retain their existing
customer as well as attract new once. In the environment of advancement of the technology the
companies are trying hard to keep the pace with latest development. This survey will help the
company to know the customers satisfaction level and feedback of customers at the product. It
will also help company to know about the competitors. This will help company to know about
wants and expectation of customers. The company can also know if there are any problems faced
by the customers.
COMPANY PROFILE
Hyundai Motor India Limited (HMIL) is a wholly owned subsidiary of Hyundai Motor
Company (HMC), South Korea and is the second largest car manufacturer and the largest
passenger car exporter from India. HMIL presently markets 37 variants of passenger cars across
segments. The Santro in the B segment, the Getz Prime, i10 and the Premium hatchback i20 in
the B+ segment, the Accent and the Verna in the C segment, the Sonata Embera in the E
segment and the Tucson in the SUV segment.
Hyundai Motor India Ltd, continuing with its tradition of being the fastest growing passenger car
manufacturer, registered total sales of 489,328 vehicles in the calendar year (CY) 2008, an
increase of 49.6 percent over CY 2007. In the domestic market it clocked a growth of 22.4
percent as compared to245, 387 units in 2007 while overseas sales grew by 92.5 percent, with
exports accounting for 243,931 units in 2008.
Hyundai has different product as follow:
1. Santro Xing:
Santro is one most small family related comfortable car, which come under Economy segment. It
is mostly sellable by the Hyundai Motors. It has been most good performance by the buyers.
And also good result of it.

6. 2. Hyundai i10:
3. I 20:

7. 4: Accent
5. Verna:
Sr. No. Features
1. Types Lx
Lxi
2. Petrol Or Diesel Petrol
3. Seating capacity 5
4. Launch in India 2006
INDUSTRY PROFILE
Industry Profile
India's love affair with the automobile is famously embodied in the 1920's Rolls Royce
collections of the erstwhile maharajas. The growing middle class aspires for the automobile for
its convenience and as a status symbol. Upper middle class and wealthy car owners employ full-
time chauffeurs to navigate the aggressive and seemingly lawless traffic patterns of most cities.
The construction of expressways such as the Mumbai-Pune expressway has opened up new
touring opportunities. The expected launch of a Formula One circuit in New Delhi is expected to
spark public enthusiasm for a motor sporting industry.The automobile industry has changed the

8. way people live and work. The earliest of modern cars was manufactured in the year 1895.
Shortly the first appearance of the car followed in India. As the century turned, three cars were
imported in Mumbai (India).Within decade there were total of 1025 cars in the city.While
automobiles were introduced to India in the late 1890's, the manufacturing industry only took off
after independence in 1947. The protectionist economic policies of the government gave rise in
the 1950’s to the Hindustan Motors Ambassador, based on a 1950’s Morris Oxford, and, are still
ubiquitous in the roads and highways of India. Hindustan Motors and a few smaller
manufacturers such as Premier Automobiles, Tata Motors, Bajaj Auto, Ashok Leyland and
Standard Motors held an oligopoly until India's initial economic opening in the 1980's. The
maverick Indian politician Sanjay Gandhi championed the need for a "people's car"; the project
was realized after his death with the launch of a state-owned firm Maruti Udyog Ltd.(Maruti
Suzuki India Ltd.) which quickly gained over 50% market share. The Maruti 800 became
popular because of its low price, high fuel efficiency, reliability and modern features relative to
its competition at the time. Tata Motors exported buses and trucks to niche markets in the
developing world.The liberalization policy of Indian government in 1991 opened the flood gates
of competition and growth which have continued up to today. The high growth in the Indian
economy has resulted in all major international car manufacturers entering the Indian market.
General Motors, Ford, Toyota, Honda, Hyundai and others set up manufacturing plants. Rolls
Royce, Bentley and May Bach are examples of the few high end automobile manufacturers
which entered India in the recent years. The Tata Nano is at the lower end of the price range
costing approx US$ 2,500 and Bugatti Veyron at the other with a price tag of over US$ 2
million.The automobile industry in India is the eleventh largest in the world with an annual
production of approximately 2 million units. India is expected to overtake China as the world's
fastest growing car market in terms of the number of units sold and the automotive industry is
one of the fastest growing manufacturing sectors in India. Because of its large market (India has
a population of 1.1 billion; the second largest in the world), a low base of Car ownership (25 per
1,000 people) and a surging economy, India has become a huge attraction for car manufacturers
around the world. Though several major foreign automakers, like Ford, GM and Honda, have
their manufacturing bases in India, Indian automobile market is dominated by domestic
companies. Maruti Suzuki is the largest passenger vehicle company; Tata Motors is the largest
commercial vehicle company while Hero Honda is the largest motorcycle company in India.
Other major Indian automobile manufacturers include Mahindra & Mahindra, Ashok Leyland
and Bajaj Auto Ltd. The automotive industry directly and indirectly employs 13 million
individuals in India. The industry is valued at about US$ 35 billion contributing about 3.1% of
India's GDP (nominal). India's cost-competitive auto components industry is the second largest
in the world.
List of automobile manufacturers in India
Indian companies Multi-national companies
• Force Motors Audi
• Ashok Leyland BMW
• Hindustan Motors Fiat
• Mahindra & Mahindra Limited Ford Motors
• Hyundai Motors ltd
• Maruti Suzuki General Motors
• Premier Automobiles Honda

9. • REVA Hyundai
• Tata Motors 8 Renault-Nissan Mercedes-Benz
• Mitsubishi Motors
• Skoda
• Toyota
OBJECTIVE & SCOPE
Objective
Primary objective:-
1. Conduct customer satisfaction survey for HYUNDAI.
2. To find out customer expectation from HYUNDAI.
3. To study the factors those satisfy and delight the customer.
Secondary objective:-
1. To find out problem faced by customers.
2. To understand the customers requirement from the HYUNDAI.
3. To know customer opinion about HYUNDAI’s vehicles.
SCOPE OF WORK
The customer is always right. This is incontrovertible. Customer belongs at the heart of every
business because without them there is no business. Without their money, there is no exchange.
Therefore, for any company, the customer is the starting point that influences very move.
Marketing is based on this logic. It is process by which a company finds out what its customers
want and need, and then delivery it in a way that that makes as much profit as possible. Because
marketing focuses on customers, the heart of every business and sources of all income, it follows
logically that marketing as a mere function of business to be performed intermittently. By
focusing on different customers, a marketing orientation gives a company an edge over those
who focus more on different products, selling and the production. Marketing opportunity arise
when customer wants and need arise. There is no point in trying to sell something for which
there is no demand. The production process must be informed by customer demand. Customer
will not often buy just because it is exist.Customers are satisfied when offered what are needs. In
practice, they are not all that easy to please. Marketing is also about predicting what customer
will want and need in the future. It is native have to think that customers needs and want remain
constant, adopting the customer-centered approach to a business will involve change. As
psychiatrists have noted, change is always stressful but often necessary. Wants and needs change
along with markets, product, and cultures. The SLEPT FACTOR (social, legal, economical,
political, and technological) can affect the behavior of customers, the market they form, and the
ways in which a company can respond. To stay ahead of competition, a change in outlook must
occur. Innovation should be encouraged. Marketing has been conceptualized and accepted as an
activity directed at satisfying need and wants through exchange process. The “Marketing
Concept” is essentially the satisfaction of the customer needs through integrated marketing

10. with the intend to satisfy the customers while earning the profit. The basic idea is that a satisfied
customer will likely to repurchase, leading to increase sales and share for the firm. Integrated
marketing activities amied at producing customer satisfaction include what have been referred to
as 4 P’s of marketing, namely product, promotion, price & place. Generally marketing is
conceder as the Primary functional area in the firm that works to satisfy the firms customers. It is
true that customer satisfaction is the result of total marketing efforts, industry has generally
failed to recognized the importance of customer as provided by physical distribution to the
customer satisfaction and has not effectively integrated customer service with the other
component of marketing mix.
Customer’s expectations:
individual or organization that has value. Customer’s expectations are continuously increasing.
Brand loyalty is a thing of past. Customer seek out products and producers that are best able to
satisfy there requirements. A product does not need to be rated highest by the customer on all
dimensions, only those they think are important. Customer is defined as anyone who receives
that which is produced by the
Customer perceived value:
Customer perceived value is difference between the prospective customer’s evaluation of all the
cost of an offering and the perceived alternatives. Total customer value is perceived monetary
value of the bundle of economics, functional and psychological benefits customer expect from
the given marketing offering.Delivering high customer value the key to generating high
customer
loyalty is to deliver high customer value. According to Michel Lanning, a company must design
a competitively superior value deliver system.
Customer satisfaction:
Satisfaction is the person’s feelings of pleasure or disappointment resulting from comparing a
product’s perceived in relation to his or her expectations. In general, if performance of the
products matches the expectations,the customer is said to be satisfied. Customer satisfaction, a
business term, is a measure of how products and services supplied by a company meet or surpass
customer expectations. In a competitive marketplace where business complete for customers,
customer satisfaction is seen as a key differentiator and increasingly has become a key element
of business strategy. If performance exceeds expectations, the customer is said to be highly
satisfied or delighted. If the performance falls short of expectations, the customer is said to be
dissatisfied.
Measuring customer satisfaction:
Organizations are increasingly interesting in retaining existing customers while targeting non-
customers measuring customer satisfaction provides an indication of how successful the
organization is at providing products and/or services to the marketplace. Customer satisfaction is
an ambiguous and abstract concept and the actual manifestation of the state of satisfaction will
vary from person to person and product/service to product/service.The state of satisfaction
depends on a number of both psychological and physical variables which correlate with

11. satisfaction can also vary depending on other options the customer may have and other products
against which the customer can compare the organization’s products.
Importance to measure customer satisfaction:
While is it is critical to be in sync with the overall business objectives of the organization, it is
also critical to be in tune with information requirements of users, and the value they find in
services provided by the info center. In order to be perceived as integral assets to their
organizations, most information professionals are concerned with expanding their activities, and
serving more customers better. Building on a loyal customer or user base is the best and easiest
way to grow your business. Just as companies find it costs approximately five times more to
acquire new customers than it costs to keep a customer, Info Centers will find it most cost
effective to grow by building on the services now provided to loyal, committed customers. To
continue earning that customer loyalty, information professionals must keep tabs on the
satisfaction levels and perceptions of value held by Info Center users. Strategies to develop the
new business should always be balanced by strategies to retain existing business and ensure
ongoing satisfaction of existing customers. There is an also real bottomline reason for measuring
customer satisfaction. Positive results from customer satisfactions studies will make a strong
statement in support of continued funding for Info Center activities.
Tools for measuring Customer Satisfaction:
Complaint and Suggestion Systems:
A customer-centered organization makes it easy for customers to register suggestions and
complaints. Companies also using web sites and e-mail for quick, two-way communication.
Customer Satisfaction Survey:
Responsive companies measure customer satisfaction directly by conducting periodic surveys.
Ghost Shopping:
Companies can hire people to pose as potential buyers to report on strong and weak points
experienced in buying the company’s and competitor’s products.These shoppers can even test
the company’s sales personnel handle various situations.
Lost Customer Analysis:
Companies should contact customers who have stopped buying or who have switched to another
supplier to learn why this happened.
Focus Groups:
Focus groups can be held on an informal or formal basis. On an informal basis, consider having
a group of users meet for coffee or lunch to discuss their satisfaction with services being
evaluated. On a more formal basis, a facilitator with experience in leading focus groups can
work with personnel to plan questions and activities to elicit perception of value and satisfaction
from
participants.
Customer Satisfaction Survey:
Study show that although customers are dissatisfied with one out of every four purchases, less
than five percent of dissatisfied customers will complain.Most customers will buy less or switch
to other supplier. Complaint levels are thus not good measure of customer satisfactions
responsive companies measure customers Satisfaction directly by conducting periodic survey.
They send questionnaire or make telephonic calls to a random sample of recent customers. They

12. also solicit buyer’s views on there competitor performance.While collecting customer
satisfaction data, it is also useful to asked
additional questions to measure re purchase intention; this will normally be high if his customer
satisfaction is high. It is also useful to measure likely hood or willingness to recommend the
company and brand to others. A high positive word-of-mouth score indicates that the company is
producing high customer satisfaction.Customer satisfaction helps company in knowing the
wants, needs and expectation of customers. It also helps to collect feedback about products. This
will assist company in new product development.
REVIEW OF LITERATURE
Marsha Peter (2OO2) examines temporal changes in post-purchase product
satisfaction for a durable goods purchase. Involvement and satisfaction variables were
measured in a cross-sectional and a longitudinal study of car owners. Overall, consumers
with high product involvement showed slightly greater satisfaction with their cars than
low-involvement consumers over the term of ownership. However, in the 2-month period
after purchase, consumers with high product involvement showed a decline in
satisfaction, whereas low-involvement consumers' satisfaction increased. The role of
disconfirmation in these changes was investigated. Benefits and problems
disconfirmation were found to make independent contributions to satisfaction judgments,
and the strength and form of contribution varied with product involvement. These
findings suggest that benefits and problems disconfirmation need to be measured
separately in satisfaction research.
Yooshik Yoon(2004) studied the effects of motivation and satisfaction on destination
loyalty: a structural model and investigates the relevant relationships among the
constructs by using a structural equation modeling approach. Consequently, destination
managers should establish a higher satisfaction level to create positive post-purchase
behavior, in order to improve and sustain destination competitiveness.
Diane Halstead(1993) studied the Focuses on a group of unsatisfied car owners.
Examines the roles of the car warranty and the post-purchase service received during the
complaint process in terms of their effects on customers' satisfaction with complaint
resolution. Presents some suggestions for customer service policies, complaint handling
procedures, and warranty fulfillment service.
James Y.L. Thong(2006) studied the effects of post-adoption beliefs on the
expectation-confirmation model for information technology continuance .The
expectation-confirmation model (ECM) of IT continuance is a model for investigating
continued information technology (IT) usage behavior. This paper reports on a study that
attempts to expand the set of post-adoption beliefs in the ECM, in order to extend the
application of the ECM beyond an instrumental focus. The expanded ECM, incorporating
the post-adoption beliefs of perceived usefulness, perceived enjoyment and perceived

13. ease of use, was empirically validated with data collected from an on-line survey of 811
existing users of mobile Internet services. The data analysis showed that the expanded
ECM has good explanatory power (R2=57.6% of continued IT usage intention and
R2=67.8% of satisfaction), with all paths supported. Hence, the expanded ECM can
provide supplementary information that is relevant for understanding continued IT usage.
The significant effects of post-adoption perceived ease of use and perceived enjoyment
signify that the nature of the IT can be an important boundary condition in understanding
the continued IT usage behavior. At a practical level, the expanded ECM presents IT
product/service providers with deeper insights into how to address IT users’ satisfaction
and continued patronage.
Marsha L. Richins(2002) Post-purchase product satisfaction: Incorporating the effects
of involvement and time describes changes in post-purchase product satisfaction for a durable
goods purchase. Involvement and satisfaction variables were measured in a cross-sectional and a
longitudinal study of car owners. Overall, consumers with high product involvement showed
slightly greater satisfaction with their cars than low-involvement consumers over the term of
ownership. However, in the 2-month period after purchase, consumers with high product
involvement showed a decline in satisfaction, whereas low-involvement consumers' satisfaction
increased. The role of disconfirmation in these changes was investigated. Benefits and problems
disconfirmation were found to make independent contributions to satisfaction judgments, and the
strength and form of contribution varied with product involvement. These findings suggest that
benefits and problems disconfirmation need to be measured separately in satisfaction research
Claes Fornell(1992) examines that Many individual companies and some industries monitor
customer satisfaction on a continual basis, but Sweden is the first country to do so on a national
level. The annual Customer Satisfaction Barometer (CSB) measures customer satisfaction in
more than 30 industries and for more than 100 corporations. The new index is intended to be
complementary to productivity measures. Whereas productivity basically reflects quantity of
output, CSB measures quality of output (as experienced by the buyer). The author reports the
results of a large-scale Swedish effort to measure quality of the total consumption process as
customer satisfaction. The significance of customer satisfaction and its place within the overall
strategy of the firm are discussed. An implication from examining the relationship between
market share and customer satisfaction by a location model is that satisfaction should be lower in
industries where supply is homogeneous and demand heterogeneous. Satisfaction should be
higher when the heterogeneity/homogeneity of demand is matched by the supply. Empirical
support is found for that proposition in monopolies as well as in competitive market structures.
Likewise, industries in general are found to have a high level of customer satisfaction if they are
highly dependent on satisfaction for repeat business. The opposite is found for industries in
which companies have more captive markets. For Sweden, the 1991 results show a slight
increase in CSB, which should have a positive effect on the general economic climate.
Richard Oliver (2000) Response determinants in satisfaction judgement, examines that The
effects of five determinants of satisfaction are tested as well as individual differences in
satisfaction formation. Manipulations of attribution, expectancy, performance, disconfirmation,
and equity are written into stock market trading scenarios in a full factorial design. Results show
that all main effects and four ordinal two-way interactions are significant. Then, an individual-
level analysis is performed on the repeated measures data. Three clusters of subjects sharing

14. similar response tendencies (disconfirmation, performance, and equity) are identified and related
to investment attitudes, outcome attitudes, and demographics. No consistent relationships are
discovered, suggesting that the response differences reflect deeper behavioral tendencies.
Implications of this approach for satisfaction paradigms, satisfaction theory, and individual
satisfaction response orientations are presented.
RESEARCH
METHODOLOGY
RESEARCH METHODOLOGY
Definition:
Research methodology is a process to systematically solve the research problem. It may
be understood as a science of studying how research is done scientifically. Why a research study
has been undertaken, how the research problem has been defined. In what way and why the
hypothesis has been formulated, what data have been collected and particular method has been
adopted. Why particular technique of analyzing data has been used and a host of similar other
questions are usually answered when we talk of research methodology concerning a research
problem or study.A research design serves as a bridge between what has been established (the
research objectives) and what is to be done, in the conduct of the study. In this project research
done is of conclusive nature. Conclusive research provides information that help in making a
rational decision. Descriptive design was choose to measure the satisfaction level of customers
on the basis of different parameters such as quality, price, features, technology, after sale
services etc.This design ensured complete clarity and accuracy. It also ensured minimum bias in
collection of data and reduced the errors in data interpretation. Statistical method was followed
in this research because the data was of descriptive nature and it also enabled accurate
generalizations.
Introduction:
The objective of this term paper is to conduct the Customer Satisfaction Survey for Hyundai and
recording, analyzing and interpreting the wants and expectations of customers. For the company,
it is essential to know whether customers are satisfied or not with the Hyundai and services
provided by company.
Statements of the problem:
The purpose of conducting this research is to get the actual idea about the experiences of
customers and their satisfaction level with Hyundai. What types of problem they face after
purchasing the vehicles. The purpose of conducting this research is also to find out expectations
of customers for Hyundai. Users were selected and then the analysis was formed regarding the
people’s beliefs, satisfaction and expectations about the Hyundai.

15. SOURCES OF DATA
Primary data:
Primary data are those which are collected a fresh and for the first time and thus happen
to be original in character. It was collected through questionnaire and personal interviews.
Secondary data:
The secondary data are those which have already been collected by someone else and
Which have already been through the statistical process. The data were collected in the
form of company profile and produce profile from the web sites and news paper. Some of
the books were referred for theoretical concepts.
DATA COLLECTION & DATA ANALYSIS
FACTOR ANALYSIS

16. Correlation Matrix
In
Did you Would which
Which How Are receive you like sector Would
model many Prefere you Are you Do you What is any Do you to do you you like
of years nce for satisfi satisfied prefer your Post- informat find easy recomm feel to re
Hyunda you are choosin ed with free Hyunda sales ion availabilit end the Hyunda purchas
i are using g with accessor i- experienc about y of Hyundai i should e the
you this particul your ies Insuran e after “service spare car to improve Hyundai
using model ar car car provided ce purchase due” parts otherrs ? ’s car?
C Which model of
or Hyundai are you 1.000 -.047 -.158 -.089 .091 .255 -.189 .306 .209 -.204 .195 -.065
re using?
la How many years
ti you are using ? -.047 1.000 .117 .003 -.051 -.029 .161 -.191 -.061 .096 -.085 -.077
o
Preference for
n
choosing particular -.158 .117 1.000 .145 .109 .127 .198 -.094 .102 -.086 .034 -.229
car?
Are you satisfied
-.089 .003 .145 1.000 -.164 -.027 .165 .144 -.113 -.030 -.213 .092
with your car?
Are you satisfied
with the free .091 -.051 .109 -.164 1.000 .031 .198 -.141 .107 .107 .270 .061
accessories?
Do you prefer
Hyundai- .255 -.029 .127 -.027 .031 1.000 -.050 -.011 .200 .021 .203 -.007
Insurance?
What is your Post-
-.189 .161 .198 .165 .198 -.050 1.000 -.091 .058 -.099 .100 -.026
sales experience?
Did you receive
any information
.306 -.191 -.094 .144 -.141 -.011 -.091 1.000 .021 -.247 .049 .346
about “service
due”?
Do you find easy
availability of spare .209 -.061 .102 -.113 .107 .200 .058 .021 1.000 .045 .054 -.158
parts?
Would you like to
recommend the
-.204 .096 -.086 -.030 .107 .021 -.099 -.247 .045 1.000 .104 .014
Hyundai car to
others?
In which sector
you think Hyundai .195 -.085 .034 -.213 .270 .203 .100 .049 .054 .104 1.000 .204
should improve?
Would you like to
re purchase the -.065 -.077 -.229 .092 .061 -.007 -.026 .346 -.158 .014 .204 1.000
Hyundai’s car?

17. Communalities
Initial Extraction
Which model of Hyundai are
1.000 .640
you using
How many years you are
1.000 .231
using this model
Preference for choosing
1.000 .576
particular car
Are you satisfied with your
1.000 .683
car
Are you satisfied with the
free accessories provided by 1.000 .627
the company
Do you prefer Hyundai-
Insurance over any other 1.000 .686
insurance option
What is your Post-sales
experience after purchasing 1.000 .666
the car
Did you receive any
intimation through calls or
letters for the “service due” 1.000 .696
date to get your vehicle
serviced
Do you find easy availability
1.000 .424
of spare parts
Would you like to
recommend the Hyundai car 1.000 .744
to your friends/relatives?
In which sector do you
think/feel Hyundai should 1.000 .636
improve?
Would you like to re
1.000 .754
purchase the Hyundai’s car?
Extraction Method: Principal Component Analysis.

18. Total Variance Explained
Compo Initial Eigenvalues Extraction Sums of Squared Loadings
nent Total % of Variance Cumulative % Total % of Variance Cumulative %
1 1.848 15.403 15.403 1.848 15.403 15.403
2 1.727 14.388 29.791 1.727 14.388 29.791
3 1.403 11.693 41.484 1.403 11.693 41.484
4 1.359 11.328 52.813 1.359 11.328 52.813
5 1.026 8.547 61.360 1.026 8.547 61.360
6 .960 8.004 69.364
7 .862 7.185 76.549
8 .729 6.076 82.625
9 .703 5.861 88.486
10 .629 5.244 93.730
11 .457 3.810 97.540
12 .295 2.460 100.000
Extraction Method: Principal Component Analysis.

19. Component Matrixa
Component
1 2 3 4 5
Which model of Hyundai are
.691 .171 .277 -.229 -.061
you using
How many years you are
-.424 .123 .045 -.005 .184
using this model
Preference for choosing
-.347 .354 .521 .217 .111
particular car
Are you satisfied with your
-.207 -.393 .413 .360 .430
car
Are you satisfied with the
free accessories provided by .085 .587 -.217 .371 -.302
the company
Do you prefer Hyundai-
Insurance over any other .335 .425 .250 -.092 .568
insurance option
What is your Post-sales
experience after purchasing -.342 .257 .262 .610 -.204
the car
Did you receive any
intimation through calls or
letters for the “service due” .615 -.424 .266 .258 .023
date to get your vehicle
serviced
Do you find easy availability
.213 .482 .309 -.219 .054
of spare parts
Would you like to
recommend the Hyundai car -.223 .244 -.588 -.086 .531
to your friends/relatives?
In which sector do you
think/feel Hyundai should .419 .488 -.260 .389 .059
improve?
Would you like to re
.379 -.318 -.353 .581 .216
purchase the Hyundai’s car?
Extraction Method: Principal Component Analysis.
a. 5 components extracted.

20. CONCLUSION
It has been observed that most customers are satisfied with pre sales services
similarly most of these customers are dissatisfied with the post sales service which is the
matter of concern for the company. Hyundai needs to improve some parts of
products specifically the interiors. High customer satisfaction level helps the company to
retain its existing customer as well as generate new customer through word to mouth
publicity.
Customer satisfaction index is a good tool to make improvements in the products
and services of the company. And therefore should utilize carefully & kept as
Confidential as possible.
SUGGESTION
After conducting the survey and knowing the market, I realized that:
• The company should keep in mind the need of young generation.
• Company should improve the promotion strategy of product.
• Company should improve the promotion strategy of Add-on services.
• It will be beneficial for the company to make the warehouse near to the
Showroom and there should be roof facility, adequate security facility in the
Warehouse.
• The Company should know its customers satisfaction level throughout doing
periodic surveys. Periodic surveys can treat customer satisfaction directly.
• Company should improve/upgrades its employee’s product knowledge,
market situation, and its competitor’s knowledge by giving proper training to
employee.
• Company should upgrade or innovate its new product.
• The Company should not only concentrate on the customer satisfaction but
also the company led to monitor their competitor’s performance in their areas
of operations.
• The Company should make changes according to the other competitors &
according to the customer’s expectations.
LIMITATIONS
LIMITATIONS OF STUDY:
Though the research was conducted properly, the probability of errors & biases kept is
minimum; still some errors occurred because of certain limitation.
These are as follows:-
a) A very short span of time for research.

21. b) This is time-consuming research method & the respondents did not have sufficient time for
giving information for such type of research.
c) People were reluctant to give responses for such type of research.
d) People also did not give proper response for Questionnaire & interview, because of short time.
I have honestly and sincerely tried to present the facts and figures but some error still might have
cropped up.
FINDINGS
It is observed that
1. The prospective segment is from the business and self employed class.
2. Hyundai should continue to maintain the standard of the service.
3. It is observed that, 42% of the respondent are of opinion that vehicles are as per expectation,
and 20% are saying its below expectation.
4. Company should improve its post sales service.
5. The customer highest priority is for the mileage.
6. Hyundai needs to improve its awareness about Add-on-Services.
7. Customer are highly satisfied with the service which help in customer retention
8. It is observed that, 46% of the customers are of opinion that Hyundai should improve in
quality, and 16% of the opinion that Hyundai should improve in price.
9. Customers are highly satisfied which help in customer retention.
10. Company has created goodwill among the customers which will help them to recommend car
to friends and relatives.
BIBLIOGRAPHY
1. Marketing Management by Philip Kotler, the millennium edition
2. Research Methodology-C.R. Kothari.2ndedition
3. Website visited –
www.hyundai.com
www.automotive.com
www.gaddi.com
4. Newspaper-business standards, Dainak Gajran, Times of India, etc.

22. QUESTIONNAIRE
NAME………………………….
ADDRESS…………………………
CONTACT NO…………………………..
1. Which Model of Hyundai are you using?
Car:-……………………………
2. How many years you are using this model?
a) 0-2 years b) 2-3 years
c) 3-4 years d) 4-5 years
3. Preference for choosing particular car?
a) Comfort b) Mileage
c) Feature d) Performance
e) Looks f) Price
g) Others Please specify:-………
4. Are you satisfied with your car?
a) Yes
b) No
If No, give the reasons for the same

23. a) Comfort b) Mileage
c) Feature d) Performance
e) Looks f) Price
5. Are you satisfied with the free accessories provided by the company?
a) Yes
b) No
6. Do you prefer Hyundai-Insurance over any other insurance option?
a) Yes
b) No
If No, then why:-……………….
7. What is your Post-sales experience after purchasing the car?
a) Excellent b) Good
c) Average d) Below Average
8. Did you receive any intimation through calls or letters for the “service due” date to get your
vehicle serviced?
a) Yes
b) No
9. Do you find easy availability of spare parts?
a) Yes
b) No
10. Are you satisfied with the overall service of Hyundai?
a) Excellent b) Good
c) Average d) Below Average
11. Would you like to recommend the Hyundai car to your friends/relatives?
a) Yes
b) No

24. 12. In which sector do you think/feel Hyundai should improve?
a) Price b) Quality
c) Service d) Others
13. Would you like to re purchase the Hyundai’s car?
a) Yes
b) No