CHAPTER-1

INTRODUCTION
CUSTOMER RELATIONSHIP MANAGEMENT
A customer is the most important person that ever in the office. In person or mail.A
customer is not dependent on us. We are dependent on him. A customer is not
someone to match wins with; nobody ever won a agreement with a customer.A
customer is a person who brings us his wants. It is our job to handle then profitability
to him and to ourselves.

Customer relation as a tool for identifying way to create more customer value and
satisfaction. Every firm is a synthesis of activies that are performed to design, produce
and market, deliver, and support its product.

Many companies are intent on developing stronger bonds. With their customers-
called customer relationship management.(CRM) This is the process of managing
detailed information about individual customer and carefully managing all the
customers. “Touch points with the aim of maximizing customer loyalty.

We can know see the importance of finding customers but of keeping them and
growing them as well Relationship marketing is oriented towards the long term,
Today’s smart companies not only want the customers, they want to “own” them for
life.

Thus customer satisfaction remains an extremely important component in customer

loyalty a company will find it difficult to earn customer loyalty without first earning
high levels of customer satisfaction. However companies should carefully examine
the customer loyalty itself, which often is better indicator of customer attitudes and
behavior

A successful business must have satisfied customers. We will treat them, as we would
wish to be treated ourselves. They require an excellent service and our work just
therefore is undertaken with our customers as key focus, Providing better products
and services then our competitors. We will measure the quality of service and look for
continual improvements. The aim of Customer Relationship Management (CRM) is to
produce high customer equity.

1
Customer equity is the total discounted of life-time values of all the firm’s customers.
Clearly, the more loyal the customers, the higher the customer equity rust Zenithal,
and Lemon distinguish three drivers of customer equity, value equity, brand equity,
and relationship equity.

2
NEED OF THE STUDY:

Customer relationship management plays a major role for the growth of the company
in the modern market scenario.

In the case of Hyundai Motor India Limited cars industry due to different network
services providers there is a huge competition, to compete with competition
customer’s relation plays a major role for any company. The purpose of customer
relation is not only retaining the customers but also attracting new customers and
increasing the sales and also creating and maintenance of brand awareness.

Customer perceptions attitudes and views regarding the products and services,
along with suggestions assume greater importance in the light of new entries and
potential competitors, this study is an attempt that directs to facilitate the management
in marketing their future decisions in promoting and creating a good image in the
society

3
SCOPE OF THE STUDY:

The scope of the study is to identify the customer relationship management level
towards “Kusalava Hyundai Motors Company Limited”. Covering various places in
Vijayawada (KUSALAVA HYUNDAI at Currency Nagar,) (SAI SWARNA Hyundai
at Ramavarappadu Ring road).

4
OBJECTIVES OF THE STUDY:

1. To know the grievances among the customers about products and services, if
any.
2. To identify different customers’ needs in regard to a Hyundai motor car’s
services
3. To identify what type of promotional strategy is suitable for the company to
reach the targeted customers.
4. Help the company to retain the existing customers.

5
RESEARCH METHODOLOGY:

Project methodology is a way to systematically solve the research problem. It deals

with the objective of a research study, the method of defining the research problem,
the type of data collected, method used for data collecting and analyzing the data etc.
The methodology includes collection of primary and secondary data.

Data collection:
The collection of information is in two sources

1. Primary data

2. Secondary data

1) Primary data:

Primary data was collected from customers and few employees of Hyundai.
Structured questions and directly interacted through respondents.

2) Secondary data:

The study also consists of secondary data, which is collected from magazines,
newspaper and journal and also websites.

Sampling technique:
The sampling technique that adapted to conduct the survey was ‘Random Sampling’
and the area of the research was concentrated in Vijayawada
Sample size: A random sampling technique of 50 respondents. A direct questionnaire
method for customers who have Hyundai motor cars

6
LIMITATIONS OF THE STUDY

The study is subjected to the following limitations.

1. The study was limited to Vijayawada City only.
2. A short period was inadequate for conducting detailed study among the
customers.
3. Lack of proper awareness still prevails in the market, which is stop the
growth
4. A portions of respondents contacted were not precise in genuine living.

7
 CHAPTER-2

THEORIOTICAL FRAMEWORK

The aim of the customer relationship management (CRM) is the Total of the
discounted life time values of all of the firm’s customers, clearly the more loyal the
customers, the higher the customer equity, value equity, and brand equity and
relationship equal

Customer relationship management is a comprehensive strategy and process of

acquiring, retaining and partnering with selective customers to create superior value
for the customer

The training and reorientation of human resources for effective CRM are
highlighted with this indisive exposition and vivid cases, the CRM effectively useful
for business and marketing management.

8
CRM implementation issues:

One of the most interesting aspects of CRM development is the multitude of

customer interfaces that has company has to manage in today’s context. Until recently
a company direct interface with customers if any was primarily through sales people
and service agent’s in today’s business environment most company’s interface with
their customers through websites, marketing departments, and fulfillment houses,
markets and business development personnel from various functional departments
while each of these units could operate interactions with the company on a real time
basis. For example, a customers and their placed on order on the internet and
subsequently calls the call center for order verification, expects the call center staff to
know she as complained dissatisfactory customer service, is not likely to be treated
kindly by the customer .

Information platform for CRM

Growth of CRM:

CRM is a concept that adds value to the meaning of customer orientation with the
application of information technology through marketing through IT-software e-
commerce and initiatives. The internet broke many barriers and emerged as successful
tool for one of the most effective and fast base of selling the marketing the products
where companies encountered new learning curves in terms of how to manage
interaction with customers. CRM helps business with technology and human
resources to gain insight into the behavior of customer’s expectation to meet them

9
hence forth CRM is the success mantra for today’s business world and retain and
satisfy the customers.

 There has been growth in electronic commerce and mobile commerce

where they led to the introduction new products, new ways of selling
products and services to customers and also new learning curves for
companies in terms of managing the relationship with customers.
 Large volumes of data generated by interaction with customers have
increased the potential for knowledge accumulation for CRM. Companies
focus to pay more attention to handle their relationship with their
customers to gain and to retain them.
 Today many organizations are attempting CRM techniques to focus on the
development and retention of customers and successfully with CRM
approach. The entire company is participating to understand the behavior
of patterns of it’s to customers to determine their needs to ensure that their
companies remains customers focused, customer oriented and customer
centric to provide quick and efficient service.

Four C’s of customer relationship management:

1. Correlate: A series of pf transaction and interaction that make up a dialog
between customer/channel/end user and organization.
2. Combines: The mapping and management interaction points between a
customer/channel/end user and organization.
3. Cognize: The insight gained through capture and analysis of detailed
information it to create continuous learning from the data ware
house and knowledge base that is created, integrated and analyzed
4. Connect: The application of insight to create relevant interaction or
communication with consumers and customers, channels, suppliers and
partners that build value relationship.

10
 CHAPTER-3
INDUSTRIAL PROFILE
The automobile industry, along with the auto components industry, is one of the core
industries in India. A well developed transportation system plays a key role in the
development of an economy, and India is no exception to it. Automobile is one of the
largest industries in the global market. Owing to its strong forward and backward
linkages with several key segments of the economy. Automobile Sector occupies a
prominent place in the fabric of Indian Economy. Automobile sector is leader in
product and process technologies in the manufacturing sector. It has been recognized
as one of the drivers of economic growth and the domestic automobile industry is
believed to be the barometer of the economy. Such a belief is in line with international
trends since in most mature economies the automobile industry’s performance is
viewed as a reflection of the economy’s health. This sector has nomy’s health. This
sector has e emerged as sunrise sector in the Indian economy.
According to data published by Department of Industrial Policy and Promotion
(DIPP), ministry of Commerce, the amount of cumulative foreign direct investment
(FDI) inflow into the auto sector from April 2000 to November 2012 was worth
US$7,518 million. The auto sector accounts for 4 per cent of the total FDI Inflows (in
terms of US $) in India. According to the recent data released by Society of Indian
Automobiles Manufacturers (SIAM) India’s scooter and motorcycle manufacturers
have registered 4 per cent growth during April-November, 2012. The Global and
Indian manufacturers are focusing their efforts to develop innovative products,
technologies and supply chains. India is one of the key markets for Global
Manufacturers for hybrid and electronic vehicles, which is the new development in
automobile sector. With a turnover of almost $59 Million US Dollars Automobile
industry Provides employment to 13 million people in the India Work-class.
The automobiles sector is divided into four segments - two-wheelers, passenger
vehicles, commercial vehicles and three wheelers. Two wheelers India is one of the
world’s fastest growing passenger car markets it is second largest two wheeler
manufacturer and fifth largest commercial vehicle manufacturer. It is also home for
the largest motor cycle manufacturer. Moreover, India is fourth largest passenger car
market in Asia.

11
(1) Road infrastructure development: Infrastructure development in India has
contributed majorly in the country’s economic transformation and growth during the
last decade.
(2) Development of Road is one of key segment of infrastructure development in
India. With a total length of 4.1 million kms, today Indian road network is the second
largest in the world. There has been continuous development of road infrastructure in
terms of quality and connectivity
In 2011-12, The Government awarded projects for construction of 7,900 km.
According to the to statistics released by Department of Industrial Policy and
Promotion (DIPP), USS 644 million FDI was received in the sector construction
activities (including roads and highways) during April-September 2012-13
(3) Increase in per capita income: India’s gross national income per capita has
increase to Rs.53,331/- in 2010- 11, which is three times the per capital income of
Rs.19040 in2002-03,averaging 13.7% growth over these eight years. This has pushed
up the demand for passenger vehicles in India directly and commercial vehicles
indirectly due to retail boom and industrial boom for consumer durables.
Investments:
In order to keep up with the growing demand, several auto makers have started
investing heavily in various segments of the industry during the last few months. The
industry has attracted Foreign Direct Investment (FDI) worth US$ 15.79 billion
during the period April 2000 to September 2016, according to data released by
Department of Industrial Policy and Promotion (DIPP).
Some of the major investments and developments in the automobile sector in India
are as follows:
• Electric car maker Tesla Inc. is likely to introduce its products in India sometime in
the summer of 2017.
• South Korea’s Kia Motors Corp is close to finalizing a site for its first factory in
India, slated to attract US$1 billion (Rs 6,700 crore) of investment. It is deciding
between Andhra Pradesh and Maharashtra. The target for operational using the
factory is the end of 2018 or early 2019.
• Several automobile manufacturers, from global majors such as Audi to Indian
companies such as Maruti Suzuki and Mahindra & Mahindra, are exploring the
possibilities of introducing driverless self-driven cars for India.

12
• BMW plans to manufacture a local version of below-500 CC motorcycle, the
G310R, in TVS Motor’s Hosur plant in Tamil Nadu, for Indian markets.
• Honda Motorcycle and Scooter India (HMSI) has inaugurated its 900th Honda
Authorised Exclusive Dealership in India, thereby taking its total dealership network
to 4,800 across the country and further plans to increase its network to 5,300 by end
of 2016-17.
Road Ahead:
• Mr Young Key Koo, Managing Director, Hyundai Motor India Ltd, has stated
that India is a key market for the company, not only in terms of volumes but also as a
hub of small products for exports to 92 countries.
• The Indian automotive aftermarket is estimated to grow at around 10-15 per
cent to reach US$ 16.5 billion by 2021 from around US$ 7 billion in 2016. It has the
potential to generate up to US$ 300 billion in annual revenue by 2026, create 65
million additional jobs and contribute over 12 per cent to India’s Gross Domestic
Product.
Government Initiatives:
• The Government of India plans to introduce a new Green Urban Transport
Scheme with a central assistance of about Rs 25,000 crore (US$ 3.75 billion), aimed
at boosting the growth of urban transport along low carbon path for substantial
reduction in pollution, and providing a framework for funding urban mobility projects
at National, State and City level with minimum recourse to budgetary support by
encouraging innovative financing of projects.
• Government of India aims to make automobiles manufacturing the main driver
of ‘Make in India’ initiative, as it expects passenger vehicles market to triple to 9.4
million units by 2026, as highlighted in the Auto Mission Plan (AMP) 2016-26.
• As per the Automotive Mission Plan 2016-26 prepared jointly by the Society
of Indian Automobile Manufacturers (SIAM) and government

13
 CHAPTER-4
COMPANY PROFILE
Hyundai Motor India Limited is wholly a owned subsidiary of the Hyundai Motor
company in India. It is the second largest manufacturer automobile in India.
Hyundai Motor India Limited was formed on 6th May 1996 by the Hyundai Motor
Company of South Korea. When Hyundai Motor company entered in the Indian
Automobile Market in 1996 The Hyundai brand was almost unknown throughout
India at the Initial stage there were only five major automobile manufacturers in India
i.e; Maruthi, Hindustan, premier, Tata and Mahindra .

Hyundai Motor company (HMC), S.korea, a part of the Hyundai Motor group
comprising Hyundai Motor company kia Motors and Hyundai Mobis and other
affiliated companies with a combined turnover of over US $ 50 Billion. Hyundai
motor vehicles were sold in 166 countries

HML’s fully integrated state of the art manufacturing plants near Chennai boasts
some of the most advanced production quality and testing capabilities in the country
HML is sold over 5,00,000 in a record time of just over five years since
commencement of commercial production in September 1992
The company is investing the additional US$ 220 Mn to expand capacity at this
plant to 250,000 units in a year in line with its recent designation as HMC’s global
export hub and small cars and to cater to its upcoming product launches India.
HMIL has also been awarded the bench mark ISO its of 14001 certification for
sustainable environment management practices. Over 300 location strong country
wide sales the services network the company

The sales Performace of Hyundai company the senior vice president says that
(Sales and Marketing) Rakesh Srivastava said that the company achieved the best
ever yearly sales due to a strong performance of Motor cars like Creta, Elite i20, and
Grand i10.
The company not only reported the highest sales volume in the 2015-16, It also
achieved its highest growth rate of (15.1%) , in the year as well .

14
 The Creta launched in july 2015, it became a true game changer for the company
in India and took the SUV market by storm with average monthly sales of around
7,000 units. Creta was the regular feature of among top 10 most sold cars in the
country

Native name 현대자동차주식회사

Type Public

Traded as KRX: 005380

LSE: HYUD

Industry Automotive

Founded December 29, 1967; 49 Years ago

Founder(s) Chung Ju-Yung

Headquarters Seoul, South Korea

Area served Worldwide

Key people Chung Mong-koo (Chairman & CEO)

Products Automobiles, commercial vehicles, engines

Production 4,692 units (2015)

output

Revenue US$ 217.275 billion (2015)

Net income US$ 12.949 billion (2015)

Total assets US$ 125.6 billion (2015)

Total equity US$ 53.4 billion (2014)

Employees 262,463 (2015)

Website worldwide.hyundai.com

15
VISION:
“Our Team provides value for your future”
MISSION:
To create exceptional automotive value for our customers by harmoniously blending
safety, quality and efficiency. With our diverse team, we will provide responsible
stewardship to our community and environment while achieving stability and security
now and for future generations.

HYUNDAI’S BRAND SLOGAN:

“NEW THINKING NEW POSSIBILITIES”

A brand slogan embodies the essence of a brand, from its philosophy to its vision and
identity. Hyundai’s brand slogan -- “NEW THINKING. NEW POSSIBILITIES.”
reflects the will of Hyundai Motor Company to create new possibilities to benefit the
world and its people by encouraging and developing new thinking. All members of
Hyundai have the brand slogan deeply engraved in their hearts as they move forward
in their effort to provide new values and experiences desired by today’s customers
through innovative ways that are unique to the brand, driven by new thinking about
customers and cars.
Hyundai strategy:
The new strategy is based on a concept which is revolving around the idea that
comfort and reliability, high-end, high-quality values do not have to cost more than
consumers with an average level of income can afford. The brand is focused on
providing its consumers with only the best-quality products and services, which
mirror Hyundai’s pledge to adopt new thinking and offer increased possibilities.
Behind the Badge: The Secret Meaning of the Hyundai Logo

16
Take Hyundai for instance. Everyone recognizes the italicized “H” on the South
Korean automaker’s products, but did you know you’re seeing more than just a
slanted letter of the alphabet?
Then why is it slanted?
Ans: “To differentiate itself from the “H” in HONDA.S logo”

The word “Hyundai” is the Korean 現代 (“hanja”), which means “modernity.” An

exact transliteration into English would be “Hyeondae.” It’s a fitting name

considering the brand’s current slogan: New Thinking. New Possibilities.

A.CARS:

17
1.Santro:

The new car santro Xing sports stunning design changes which include refreshing
exteriors and new look luxurious interiors. The new front radiater grille, the full wheel
cover and the near

Spoiler makes the new Santro Xing aesthetically more appealing and sporty. With
metallic touches and multiple locations and plush new two tones beige and brown
color scheme the new Santro Xing adds elegance and style to the existing great looks

Hyundai Santro adjudged Most Dependable Compact car by JD power Asia

pacific in 2008 santro bagged the compact car segment in the vehicle dependability
study (VDS) conducted by JD power Asia

Over length (mm) 3565

Over all weight(mm) 1525
Over all height (mm) 1590
Over all wheel base (mm) 2380
Gross vehicle weight (kg) 1300
Fuel tank capacity i(35) 35
Min turning Radius (m) 4.4
Seating capacity 5 person
Displacement 1086cc
Manual 5 speed forward with over drive in 4th &
5th
Automatically Electronically controlled 4 speed forward
with over drive in 4th

18
2. i10 :

A world of perfection awaits you- The world of all new next Generation i10. From
the cutting edge VTVT technology behind the engine to fluid from its new sleek
design and stylish interiors, the new i10, is clearly more than just a car . It’s a
testament of perfection. The aggressive, modern and new 2-tone beige and light
brown interiors with blue illumination and premium and make it a car like no other

Over length (mm) 3585

Over all weight(mm) 1595
Over all height (mm) 1550
Over all wheel base (mm) 2380
Ground clearance 165
Fuel tank capacity 35
Max power (ps/rpm) 69/5,500
Maximum torque (kgm/rpm) 10.1/4,500
Manual 5 speed forward with over drive 4th & 5th
Front brake Ventilated disc
Rear brake Drum

19
3. Elite I20:

The luxury hatch is hotter than ever in its new avatar and its Uber features, Uber style
and Uber power. The all new i-Generation i-20 is your to your Uber life with
attention to detail that makes it not just a style statement but also a lifestyle statement

Over length (mm) 3395

Over all weight(mm) 1710
Over all height (mm) 1505
Over all wheel base (mm) 2525
Fuel tank capacity 45
Mileage 4.4
Max power (ps/rpm) 84/600
Maximum torque (kgm/rpm) 11.6/4,000
Manual 5 speed forward with overdrive in 4th and
5th
Front brake Disc
Rear brake Drum
Steel wheel Era, Magna
Alloy wheel Sportz, asta

20
4. Accent:

The shape is fresh and modern, but the name is one the customer and knows and can
trust this is Hyundai Accent, the latest generation of Hyundai sub-compact family car.
It has all the time –honored qualities you have come to expect of a Hyundai reliability
and durability, innovation and practicality, safety and economy – clothed in an eye-
catching new profile Accent, Hyundai Accent has been designed keeping in mind the
customer expectations from a true luxury sedan. With its smooth blend of design, and
wide bold grille in chrome, connect with character lines gives u a true luxury feel

Overall length (mm) 4280

Overall weight (mm) 1695
Overall height(mm) 1470
Overall wheelbase(mm) 2500
Fuel tank capacity(l) 45.05
Displacement 1399 cc
Turning radius(m) 5.1
Max. power (ps/rpm) 95/6000
Max torque(kgm/rpm) 12.7/4,700
Manual 5 speed forward
Automatic 4 speed forward
Front brake Disc9verfilated with floating caliper and
pad wear sensor)
Rear brake Drum type (CBS)

B. SUV
21
1.SANTAFE:

Time and opportunities are given to everyone. The difference in happiness comes
from whether we "seize" or "miss" the values, both big and small, that every moment
of our everyday lives has to offer. Storm edge the concept behind the design of the
Santa fe, which captured the powerful yet fragile moment of nature in motion during
the rise and fall of a storm. It seems to be telling

Overall weight (mm) 1880

Overall height(mm) 1680
Overall wheelbase(mm) 2700
Ground clearance 220
Fuel tank capacity(l) 64
Displacement 2199
Turning radius(m) 5.1
Max. power (ps/rpm) 197/3800
Max torque(kgm./rpm) 43/1800-2500
Manual 6 speed forward
Front brake Disc9verfilated with floating caliper and
pad wear sensor)
Rear brake Solid disc
Drive train (2wd)/MANUAL 169 R 2.2 VGT
Drive train (4wd)/MANUAL 174 R2.2 VGT

2.TUCSON :

22
The company dream was to find the automotive equivalent of this incomparable
feeling. To give substance to fluidity. To engage the senses and translate the many
shades of urban life into the most natural, intuitive vehicle there is. It’s a dream that’s
finally taken shape

Overall length (mm) 4410

Overall weight (mm) 1820
Overall height(mm) 1655
Overall wheelbase(mm) 2640
Ground clearance 220
Fuel tank capacity(l) 64
Type Petrol
Seating capacity 5 including driver
Max. power (ps/rpm) 166/5,500
Max torque(kgm/rpm) 20.146/4,000
Manual 5 speed forward
Front brake Ventilated disc
Rear brake Solid disc

3. CRETA :

23
April 7, 2017: Hyundai has launched the updated Creta SUV. Prices for the Creta start
at Rs 9.29 lakh for the entry-level E petrol variant and go all the way up to Rs 14.64
lakh for the SX+ AT variant (both prices, ex-showroom Delhi). Variants across the
Creta’s portfolio receive a price hike of around Rs 2,000.

Hyundai will offer the new Creta in six trims – Base, S , S+, SX, SX+ and SX(O).
The 1.6 petrol motor will power the Base, S, SX and SX+ models, the 1.4 diesel will
be come in Base, S and S+ variants and the 1.6 diesel will be available in SX, SX+
and the SX (O) trims. The option of an automatic gearbox is offered only on the 1.6
diesel SX+ trim. The Hyundai Creta will also be offered with seven choices of
exterior colour with the interior for certain shades getting a colour co-ordinated
dashboard and seat stitching.

Creta Price

9.41 Lakhs onwards Creta Colours: Red Passion,

Ex-Showroom, Vijayawada Star Dust, Polar White,

15.29 kmpl Petrol Manual Phantom Black, Mystic Blue,

21.38 Kmpl Diesel Manual Sleek Silver, Earth Brown,

19.67 Kmpl Diesel Manual Red Passion

17.01 Kmpl Diesel Automatic

24
4.HYUNDAI ELANTRA:

Oct 07, 2016: Hyundai launched the sixth-gen Elantra sedan in August 2016 to inject
some life back in the dying D-segment. Since its launch, the car has received an
overwhelming response as it has bagged 1,100 bookings and received 18,000
enquiries in just six weeks. These figures wouldn’t have mattered to us or to the
manufacturer if it were to represent the response for a hatchback or a sub-4 metre
sedan. But for a D-segment sedan, which wears a starting price tag of Rs 12.99 lakh
and goes all the way up to Rs 19.19 lakh (prices, ex-showroom Delhi), it is definitely
something to notice

5.HYUNDAI EON :

The Hyundai Eon is priced between Rs 3.28 lakh and Rs 4.55 lakh, ex-showroom
Delhi. Its direct competition includes the Maruti Suzuki Alto range and the Renault
Kwid range.

The Eon can be had with two options - a 0.8-litre, 3-cylinder petrol or 1.0-litre, 3-
cylinder petrol. Both the engines are paired with a 5-speed manual transmission.

25
First launched in October 2011, the Hyundai Eon is the company's entry-level
hatchback competitor. While it did make waves when it was first launched, it has lost
ground to competition since - even though it was given a more powerful motor in
2014. The Eon introduced funky styling in a segment that was dominated by plain
jane commuters.

6. HYUNDAI XCENT:

Hyundai Xcent Overview:

Hyundai has launched the Xcent facelift today in India. Prices for the sedan start at Rs
5.38 lakh and go up to Rs 8.42 lakh.

The car gets an all new front look, courtesy of a new grille, bumper and LED daytime
running lights. The side profile remains identical to the current sedan but the facelift
gets new alloy wheels to make it look sporty. At the rear, there is a bumper with an
all-new set of taillamps.

Inside the cabin, everything remains the identical except for the infotainment system
which now is a touchscreen unit. This unit also supports Android Auto and Apple
CarPlay for seamless Smartphone connectivity.

But the biggest change in the new Xcent is the introduction of the 1.2-litre diesel
engine, which is an update from the 1.1-litre, 3-cylinder diesel. It produces 75PS of
power and 190Nm of torque. That's a bump of 3PS and 10Nm from the 1.1-litre. The
petrol engine is likely to remain unchanged carrying forward the smooth 1.2-litre
Kappa2 mill that develops 83PS of max power and 114Nm of peak torque. The diesel
will come with a 5-speed manual, whereas the petrol will get a 4-speed automatic
option as well.

26
 CHAPTER-5

DATA ANALYSIS & INTERPRETATION

TABLE No: 5.1

Source of awareness

Awareness In numbers In percentage

Advertisements 13 26%
Dealers 10 20%
Marketing Team 14 28%
Comp.Layout 13 26%
Total 50 100%

14
13 13
14
12 10
10
8
6
In awareness
4
28% 26% In percentage
2 26% 20%
0

Interpretation:

Out of the responses obtained from 50 customers, 14% said that they became aware of
the showroom through the “marketing system” set up by the showroom Dealers 20%
and source of advertisements is 26% and company layout is 26%

27
 TABLE No: 5.2

How many respondents owning a Car?

Processing a car In numbers In percentage

Yes 38 76%
No 12 24%
Total 50 100%

Series 1

80%
60%
76% Series 1
40%
20% 24%
0%
Yes No

Interpretation:

Out of 50 respondents 76% of them were found were found to “possess” a car and
rest were those who were planning to buy one.

28
 TABLE No: 5.3

Ambience of the showroom

The other factor, which needs attention, It is the “ambience” of the showroom. This
will help to know as to how the customers perceive this particular showroom in
comparison with other showrooms. Let’s see the response

TABLE – 3

Ambience In numbers In percentage

Excellent 29 58%
Pleasant 10 20%
Usual 07 14%
Poor 04 8%
Total 50 100%

Ambience of showroom
29
30
25
20
In numbers
15
10 In Percentage
10 7
4
5 58% 20% 8%
14%
0
Excellent Pleasant Usual Poor

Interpretation:

From the above chart It can be seen that 58% respondents opting that the ambience of
the showroom is “excellent and lively”, 20% of them found it “pleasant” and very
less i.e., 14% of them stated it to be usual.

29
4. Staff response:

One of the major factor which has great role in “CRM” is “Staff response” with
regard to a customer query or grievance. Let’s see the responses

TABLE 4

Staff Response In numbers In percentages

Cooperative 19 38%
Responsive 29 58%
Non responsive 2 4%
Total 50 100%

Staff response

35
29
30

25
19
20
In numbers
15 In percentage
10

5
38% 58% 2
4%
0
Cooperative Responsive Non responsive

Interpretation:

The above chart shows that, most of the customer i.e; 38% of them found the
showroom staff to be very “cooperative” and a major percentage i.e; 58% of them
staff is responsive than cooperative (Respond only when asked, without having any
personal initiation) and 4% of them rated staff to be “Non cooperative”.

30
 1. Time taken:
The other factor having a vital role in “CRM” is the “time taken” in attending
a customer query. A short time is taken implies that “Service is very quick”.
Let’s see the responses
TABLE – 5

Time taken In numbers In percentage

Very quick 16 32%
Reasonable 24 48%
Delayed 10 20%
Total 50 100%

Time taken

10
16
very quick
Reasonable
Delayed

24

Interpretation:
The above chart shows that the time taken is reasonable as stated by 48% of
respondents 32% of them found it to be “very quick”. 20% said it is delayed
we need to consider this seriously

6.Sales executive performance:

31
 The following table is regarding “sales executive” role in explaining the
features of the car to customer. This helps to know how effective he is in his
job. Let see the responses
TABLE – 6

Explanation In numbers In percentage

Convincing 10 20%
Satisfactory 16 32%
Unless asked 24 48%
Total 50 100%

24
25

20
16

15
In numbers
10
In percentage
10

5
20% 32% 48%

0
Convincing Satisfactory Unless asked

Interpretation:

Out of 50 respondents 20% of them felt the explanation to be “convincing” , 32%

felt it as satisfactory and major percentage, 48% feel it to be “not convincing” .
According to them “sales executive” doesn’t explain all the features “unless asked”.
This kind of respondents needs it to be considered with seriousness.

7. Financial facilities:

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The following table is regarding the customer convenience with regard to the
“financial facilities” provided by the showroom let’s see the responses.

TABLE – 7

Financial facilities In numbers In percentage

Convenient 15 30%
Mod convenient 25 50%
Inconvenient 10 20%
Total 50 100%

Financial facilities

30
25
25

20
15
15 In numbers
10 In percentage
10

5
30% 50% 20%
0
Convenient Moderately convenient In convenient

Interpretation: From the respondents it can be understood that the financial facilities
provided by the showroom are perceived by the 50% of the respondents are
moderately convenient 15 % feel them to be “convenient” very few that is 20% feel
them to be “In convenient”.

8. Processing procedure:

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This table is regarding the processing procedure involved in providing these financial
facilities

TABLE – 8

Processing In numbers In percentage

procedure
Simple 9 18%
Moderate 11 22%
Complex 30 60%
Total 50 100%

Processing procedure
of loan facilities

18%

Simple
60% 22%
Moderate
Complex

Interpretation:

The above chart shows that the “processing procedure” involved for availing these
financial facilities are “very complex” as stated by 60% of respondents 22% stated it
to be “moderate”

Only 18% of them stated it to be “simple”.

9.After Sales service:

34
Customer opinion about the after sales service is a major indicator or the effectiveness
of “CRM” in this showroom. Let’s see the responses

TABLE – 9

After sales service In numbers In percentage

Excellent 2 4%
Good 8 16%
Satisfactory 30 60%
Poor 3 6%
Very poor 7 14%
Total 50 100%

30
30

25

20

15
In numbers
10 8 7 In percentage

5 2 3
4% 16% 60% 6% 14%
0

Interpretation:

As much as 60% of the respondents stated the “After sales service” to be satisfactory.
This shows that the after sales service is not much effective as stated by the
respondents 16% of the respondents said that it was “good”, 4% is excellent then what
needs to pay attention is almost 14% found it to be “Poor”.

TABLE - 10

35
Availability of In numbers In percentage
colors
Wide 31 62%
Limited 11 22%
Very few 08 16%
Total 50 100%

Availability of colors

16%

22% Wide
62% Limited
Very few

Interpretation:

From the above chart it can be understood that “wide range of colors” is available in
this showroom as stated by 62% of the respondents 22% said this showroom consists
of “Limited colors” 16% stated that only very few colors are available.

11. Suggesting to friends:

The following table is regarding the customer feasibility in suggesting this showroom
to other friends

36
TABLE – 11

Suggesting to In numbers In percentage

Friends
Yes 28 56%

No 22 44%

Total 50 100%

Customer suggesting to others

56%

44% Yes
No

Interpretation:

The above chart shows that 56% of the customers feasible to suggest this showroom
to their friend relatives. The 44% of the customers who are reluctant to suggest this
showroom are those who didn’t find the after sales service to be “good”.

12. Ability of showroom:

This table is regarding the customer opinion about the ability of showroom is meeting
the customer needs and expectations let’s see the responses

TABLE – 12

Ability of showroom In numbers In percentage

37
Excellent 18 36%
Good 06 12%
Satisfactory 14 28%
Poor 10 20%
Very Poor 02 4%
Total 50 100%

20
18
18
16
14
14
12
10
10 In numbers

8 In percentage
6
6
4
2
2
36% 12% 28% 20% 4%
0
Excellent Good Satisfactory Poor Very Poor

Interpretation:

From the above chart it can be seen that, 36% rated it as excellent as compared to
other showrooms. Another majority of respondents i.e; 28% stated it as
“satisfactory” 12% stated it as “Good” Almost 24% of the respondents said that it is
“poor”.

13. Overall experience:

The following table is regarding overall all experience of the customer with this
showroom. This is a clear indicator of the effectiveness of “CRM” of this showroom
let’s see the responses

TABLE – 13

38
 Overall Experience In numbers In percentages
Excellent 20 40%
Good 08 16%
Satisfactory 12 24%
Poor 07 14%
Very poor 03 6%
Total 50 100%

Over all experience

25

20 40%

15
24% In percentage
10 20 16% In numbers
14%
12 6%
5
8 7
3
0
Excellent Good Satisfactory Poor Very Poor

Interpretation:

Out of the 50 respondents 40% have stated their experience as “excellent” , 16% as “good
“ and 24% as satisfactory And overall 14% have stated it as “poor” This shows that
According to this data the whole customers who are using the Hyundai cars are just
“satisfied” with the services offered at this showroom

39
FINDINGS

 It has been found that the marketing team appointed by the showroom authority has
played a major role in creating a awareness among the people. A few stated that they
came to know about this showroom through advertisements.
 The ambience of the showroom is “excellent” as stated by more than 20% of the
customers. This is a good indicator.
 The important area of “CRM” staff response is found to be “responsive” rather than
cooperative. It seems “staff” doesn’t response until asked for . This may have
negative impact on the perception of the customers about this showroom.
 Time taken to provide the services required by the customers is considered as
“reasonable” by most of the passengers, almost 32% . only few said it is “quick”.
 It seems most of the customers found the “sales executive explanation” just
“satisfactory” than “convincing”. Few (36 out of 50) even stated that sales executive
don’t explain all the features unless asked.
 The availability of varied colors in this showroom seems to be very wide as it stated
by 28% of respondents. It shows that customer is given a big choice in matter of color
of the car.
 The processing procedure is considered by (38% of respondents) as very complex and
time consuming they don’t find it very convenient.
 The financial facilities offered by the showroom seems to be moderately convenient.
But few others also stated them to be “Inconvenient”. That is because of affordability.
 The after “sales service” is stated by most i.e; 30% as “satisfactory” and a very few
stated it is “excellent and good” 10% have stated it is “poor” which needs to be
considered seriously.
 The ability of showroom in maintaining recent models, quick staff, ambiences etc all
these features are found to be “excellent” 14% have stated it to be “Satisfactory” . It
is also observed that 12% find it to be “poor”.
 The overall experience of the customer is found the customer is found to be
excellent as stated by 20% of the respondents very few rated their experience as
“Poor” The factors behind the opinion need to be analyzed
 As much 38% of passengers have stated that they were feasible suggest to this
showroom to their friends and relatives. It is an induction of high satisfaction levels.

40
RECOMMENDATIONS:
 The sales executive should be trained adequately so as to “convince” the
potential buyers because his performance on job has great impact on “CRM”
 The processing procedure needs to be made simple as much of the respondents
stated it to be complex and time consuming.
 The financial facilities should be more customers friendly. The less the
complications, the more affordable for the customer.
 After sales service should be more customized. A toll free facility should be
introduced which help the customer to tell their problem. If possible a mobile
unit can be maintained so that the customer need not have to bring their car to
the showroom In case of minor problems.
 The time taken in providing the required service to the customer should be
minimum. Prompt, effective, and less time consumptions are the more
important factors, which determine customer relationship management
 The staff should be trained on regular basis, such that customers find them
very cooperative
 These days most of the people wish to have some graphics over their cars.
This may be a mix of color shades, some additional components etc.
Showroom may try to provide these types of customized solutions not
requiring the customer to go at some other place.
 Most of the people who buy cars wish to have fancy numbers. They spent
considerable amounts to get these fancy numbers. Showrooms may work in
these aspects and get into agreement with the registration office to provide
these fancy numbers at low cost.
 More EMI schemes can be introduced as customer find it more convenient in
paying a EMI.
 A call to the customers at regular intervals to know the working of car so that
prompt service can be provided in case of need

41
CONCLUSION:
On the basis of simple random sampling the total sample size attended was 60
customers in which 50 respondent were who owned the Kusalava Hyundai vehicles.
The data analysis was done with help of techniques such as questionnaire and
different survey method. The proceeding of this study was done by a survey, which is
an appropriate tool to maintain the level of customer Relationship. A structured
questionnaire was developed in the process. These tools helped in analyzing the
obtained information or results which projected certain findings and
recommendations.

From the research, several issues are found which needs to be emphasized for
Kusalava Hyundai was greater success. Marketing strategy adopted by the
organization is attracting huge customers. What have been noticed after interviewing
around 50 customers that almost 70% of customers were happy and satisfied by the
work of Hyundai Vijayawada.

42
 QUESTIONNAIRE

1) Do you own a car? Yes/No.

a. If Yes please, specify_____________________

2) How do you come to know about Hyundai Motor Company?

a. Advertisements
b. Dealers
c. Marketing Team
d. Company Layout

3) How to find the ambience of this showroom?

a. Excellent
b. Pleasant
c. Usual

4) How do you feel the staff responsiveness when you enter the showroom?
a. Co-operative
b. Responsive
c. Noncooperative

5) What do you feel about the time taken by the customer care department in
this showroom in meeting your needs?
a. Very Quick
b. Reasonable
c. Delayed

6) How do you find the sales executives explanation about the car features?
a. Convincing
b. Satisfactory
c. Unless asked

43
7) How does this showroom compared with the others provide the financial
facilities?
a. Convenient
b. Moderately convenient
c. Inconvenient
8) How do you find the processing time taken here for the financial facilities
provided?
a. Simple
b. Moderate
c. Very complex
9) How do you rate the after sales service of this showroom?
a. Excellent
b. Good
c. Satisfactory
d. Poor
e. Very Poor
10) How do you find the availability of choice of car colors in this
showroom?
a) Wide range
b) Limited
c) Very few
11) Will you suggest this showroom to your friend’s relatives?
a) Yes
b) No
12) How do you find the ability of our showroom compared to others in the
city?
a) Good
b) Satisfactory
c) Poor
d) Very poor
13) How is your overall experience with this showroom?
a) Excellent
b) Good
c) Satisfactory
44
d) Poor
e) Very poor
14) Are you think that good after sales service is provided to Customers of
Hyundai cars?
a) Yes
b) No

45
 BIBILIOGRAPHY

1) Marketing Management
-PHILIP KOTLER
2) Principles of marketing
3) Indian Marketing
4) Customer relationship Management
-william G.zikmund
-Raymond Mc.Leod, JR,
-Faye W.Gilbert, Pp.83
5) Marketing research
-G.C. BERI
6) TATA Mc.Graw Hill, Marketing Management,
-Rajan Sexena
-Pp.455,518.
Web sites-
www.sciencedirect.com
www.worldwide.hyundai.com
www.wikipedia.com

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