A Study On Customer Perception Towards Advaith Hyundai, Bangalore

PROJECT REPORT
A STUDY ON CUSTOMER PERCEPTION TOWARDS

ADVAITH HYUNDAI, BANGALORE
SUBMITTED BY:
YATHIN. T.M
15P35G0113
UNDER THE GUIDANCE OF
Ms. SAUMI ROY
ASSISTANT PROFESSOR
NEW HORIZON COLLEGE
MASTER OF BUSINESS ADMINISTRATION
BHARATHIAR UNIVERSITY
COLLEGE CODE – KA 11 B 131
BANGALORE
2015 – 2017
STUDENT DECLARATION
I hereby declare that this project entitled “A STUDY ON CUSTOMER

PERCEPTION TOWARDS ADVAITH HYUNDAI” was prepared by me
during the year 2016-17 and was submitted partial fulfilment of the
requirements for master degree in Business management of Bharathiar
University,
I also declared that this project report is original and genuine and has not been
submitted to any other university of the award of any degree, diploma or other
similar titles or purposes.
Place: Bangalore YATHIN.T.M

Date: 15P35G0113
GUIDE CERTIFICATE
This is to certify that the project work entitled “A STUDY ON CUSTOMER

PERCEPTION TOWARDS ADVAITH HYUNDAI “submitted by
YATHIN.T.M bearing registration number 15P35G0113 to Bharathiar
University for partial fulfilment of Master Degree in Business Management is
an outcome of genuine research work carried under my guidance and it has not
been submitted for the award of any other degree, diploma or prize.
Place: Bangalore Ms.SAUMI ROY

Date:
HOD CERTIFICATE
This is to certify that YATHIN.T.M bearing registration number 15P35G0113

is a bonafide student of this college. The project work entitled “A STUDY ON
CUSTOMER PERCEPTION TOWARDS ADVAITH HYUNDAI” is a
bonafide work carried out by him in partial fulfilment of the requirements for
Master’s Degree of Business Administration of Bharathiar University during the
year 2016-17. It is certified that all corrections have been incorporated in the
project report and a copy is deposited in the department library. This project
work has been approved as it satisfied the academic requirement of Master
Degree in Business Management.
Place: Bangalore Dr. SHEELAN MISRA

Date:
PRINCIPAL’S CERTIFICATE
This is to certify that YATHIN.T.M bearing registration number 15P35G0113

is a bonafide student of this college. The project work entitled “A STUDY ON
CUSTOMER PERCEPTION TOWARDS ADVAITH HYUNDAI” is a
bonafide work carried out by him in partial fulfilment of the requirements for
Master’s Degree of Business Administration of Bharathiar University during the
year 2016-17
Place: Bangalore Dr.R.BODHISATVAN

Date:
ACKNOWLEDGEMENT
I take this opportunity to express my deep sense of gratitude and whole hearted
thanks along with my profound respect to all those who guided and inspired me
in the completion of the project.
First of all I would like to extend my gratitude to our Principal,

Dr.R.BODHISATVAN for giving me the opportunity to prepare this project
work.
I am thankful to the head of department, Dr.SHEELAN MISRA for being the

guiding light for this project.
I am greatly indebted to my internal guide, Ms.SAUMI ROY for extending her

support and valuable guidance, without which this project would have not been
possible.
I would sincerely like to express my heartfelt thanks to Mr.POOVAIH sales

manager of ADVAITH HYUNDAI OUTER RING ROAD SHOWROOM
for being a complete support and the true evaluator. His support and guidance
encouraged me to put in the best effort.
Lastly, I appreciate the patience and support of my parents, teachers and friends
for always maintaining their faith in me, and have enriched my life with their
knowledge and guidance. Above all, I would like to thank THE ALMIGHTY
for making this project a reality.
YATHIN.T.M
15P35G0113
TABLE OF CONTENTS
S.NO. TITLE PAGE NO
LIST OF TABLES
LIST OF FIGURES
EXECUTIVE SUMMARY
1 INTRODUCTION 1-8
1.1 INTRODUCTION TO MARKETING 1
1.2 INTRODUCTION ABOUT THE TOPIC 2
1.3 PERCEPTION AND REALITY 3
1.4 COGITIVE THEORIES OF 4

PERCEPTION
1.5 PERCEPTION IN ACTION 4
2. INDUSTRY PROFILE 9-27
2.1 HISTORY OF CARS 9
2.2 AUTOMOTIVE INDUSTRY IN INDIA 11
2.3 COMPANY PROFILE 14
2.4 ORGANISATION CHART 17
2.5 BRIEF OVERVIEW OF ADVAITH 18

HYUNDAI
2.6 ACHIVEMENTS 22
3. RESEARCH METHODOLOGY 28-34
3.1 TITLE OF THE STUDY 28
3.2 STATEMENT OF THE PROBLEM 28
3.3 OBJECTIVES OF THE STUDY 29

3.4 SCOPE OF THE STUDY 29
3.5 TYPES OF RESEARCH 29
3.6 DATA COLLECTION 30
3.7 SWOT ANALYSIS 32
3.8 LIMITATION OF THE STUDY 34
4. ANALYSIS AND INTERPRETATION OF 35-68

DATA
5. FINDINGS, SUGGESTIONS & 69-73

CONCLUSION
5.1 FINDINGS 69
5.2 SUGGESTIONS 72
5.3 CONCLUSIONS 73
BIBLOGRAPHY 74
ANNEXURE
LIST OF TABLES
SL.NO TITLES PAGE

NO
1 Table Showing Number of respondents according to their 35
age groups
2 Table Showing Number of Respondents according to 37
gender
3 Table Showing Respondents according to Annual Income 39
4 Table Showing Kind of Car Owned Currently own. 41
5 Table showing that Reasons for buying Hyundai cars. 43
6 Table showing that how many years customers are using 45

Hyundai cars
7 Table Showing that Advaith Hyundai showrooms are 47
conveniently located.
8 Table Showing that the basic features consumer prefer in 49
Hyundai cars
9 Table Showing how the Hyundai product is known to the 51
customers
10 Table Showing that discount offer made by the company 53

is beneficial for the customers
11 Table Showing that customer ratings on technology in 55
Hyundai cars.
12 Table Showing that if a Hyundai car is to be endorsed by 57
celebrity will affect for purchasing decision.
13 Table Showing that the effective tools in promoting 59
Hyundai cars according to the ratings (out of 5) of
respondents
14 Table Showing that the punch line CARING FOR YOU 61
ALWAYS…… for Advaith Hyundai makes some
identification among other competitors
15 Table Showing that Hyundai being an official partner in 63
UEFA EURO 2016 will be beneficial for the promotion
of the cars
16 Table Showing that what class of car customers expecting 65
next from Hyundai.
17 Table showing that no of respondents suggests of 67

improvement
LIST OF GRAPHS
SL.NO TITLES PAGE

NO
1 Chart Showing Number of respondents according to their 36
age groups
2 Chart Showing Number of Respondents according to 38
gender
3 Chart Showing Respondents according to Annual Income 40
4 Chart Showing Kind of Car Owned Currently own. 42
5 Chart showing that Reasons for buying Hyundai cars. 44
6 Chart showing that how many years customers are using 46

Hyundai cars
7 Chart Showing that Advaith Hyundai showrooms are 48
conveniently located.
8 Chart Showing that the basic features consumer prefer in 50
Hyundai cars
9 Chart Showing how the Hyundai product is known to the 52
customers
10 Chart Showing that discount offer made by the company 54

is beneficial for the customers
11 Chart Showing that customer ratings on technology in 56
Hyundai cars.
12 Chart Showing that if a Hyundai car is to be endorsed by 58
celebrity will affect for purchasing decision.
13 Chart Showing that the effective tools in promoting 60
Hyundai cars according to the ratings (out of 5) of
respondents
14 Chart Showing that the punch line CARING FOR YOU 62
ALWAYS…… for Advaith Hyundai makes some
identification among other competitors
15 Chart Showing that Hyundai being an official partner in 64
UEFA EURO 2016 will be beneficial for the promotion
of the cars
16 Chart Showing that what class of car customers expecting 66
next from Hyundai.
17 Chart Showing that no of respondents suggests of 68

improvement
EXECUTIVE SUMMARY
The research has been conducted to study the customer perception towards Advaith Hyundai.
The study involved questionnaire method and was undertaken through personal interview
with the customer in Advaith Hyundai Outlets. The sample size of 100 customers were
chosen.
The questionnaire is structured, comprising of open ended & close-ended questions, which
was designed to obtain the required information from the respondents keeping in mind the
objectives of the study.
The analysis & inferences were made according to the varied opinions of the respondents
regarding the customer perception adapted and implemented in Advaith Hyundai outlets. The
attributes that influence the customers to select Advaith Hyundai are its quality, service,
availability and sales of spares, and value of money offered etc. The customers have given
good & excellent ratings for Advaith Hyundai outlets. Based upon inferences conclusion was
drawn the conclusion points towards their recommendations for satisfaction among the
customers and thereby the company to attract more number of customers.
CHAPTER – 1
INTRODUCTION
CHAPTER-2
INDUSTRY AND COMPANY PROFILE

CHAPTER-3
RESEARCH DESIGN OF THE STUDY

CHAPTER – 4
DATA ANALYSIS & INTERPRETATION

CHAPTER – 5
SUMMARY OF FINDINGS, SUGGESTIONS &

CONCLISION
BIBLOGRAPHY
ANNEXTURE
QUESTIONNAIRE
I am Yathin.T.M, from new horizon college doing MBA, this questionnaire is
been prepared by me to understand and establish a more specific feedback and
database amongst various type of customers to survey the customer perception
towards Advaith Hyundai.
1. Name :--------------------------------------------------------
Age: --------------------------------------------------------
2. Gender a) male b)female
3. Designated/category group of income level (in terms of annual income).
a) 2-3lakhs b) 3-4lakhs
c) Below 4lakhs d) above 4lakhs
4. Which kind of car you currently own?

a) Hatchback b) sedan
c) MUV d) SUV
5. Why you choose Hyundai cars?
a) Affordable price b) Service

c) Wide sale network d) Mileage
6. Since from how many years you are using Hyundai cars?
a) Below 1 year b) 1 year

c) 2 year d) more than 2 years
7. Do you think Advaith Hyundai showrooms are conveniently located?
a) Yes b) No
8. What is the basic features consumer prefers in Hyundai cars?
RATINGS MILEAGE PRICE COMFORTS COLOURS

EXECELLENT
ABOVE
AVERAGE
AVERAGE
BELOW
AVERAGE
POOR
9. How do you come to know about Hyundai product?
a) Billboards b) Internet
c) Print media d) word of mouth
10. Do you think discount offer made by the company is beneficial for you?
a) Yes b) No
11. How do you rate the technology in Hyundai cars?
a) Excellent b) Good
c) Average d) Poor
12. If Hyundai cars are to be endorsed by celebrity will it affect your

purchasing decision?
a) Yes b) No
13. Which of the following promotional tools are more effective to choose
Hyundai cars according to you?
Promotional tools 1 2 3 4 5
Advertising
Sales promotion
Event and
experience
ALL
14. Do you think the Punch line CARING FOR YOU ALWAYS….. For
Advaith Hyundai makes some identification among other competitors?
a) Yes b) No
15. Do you think Hyundai being a official partner in UEFA EURO 2016
will be beneficial for the promotion of the cars?
a) Yes b) No
16. What class of car are you expecting next from Hyundai?
a) SUV b) MUV
c) Sedan d) Hatchback
17. If you are asked to suggest one improvement. That will help to make
your car the best what it will be?
__________________________________________________________
__________________________________________________________
__________________________________________________________
___________________________
CUSTOMER PERCEPTION
1. INTRODUCTION
1.1 Introduction to Marketing:
Marketing is a comprehensive term. It is not a mere exchange of goods and

services. It includes all those activities connected with the process of identifying
customer and then organizing the business accordingly to meet the needs of the
consumer.
"Marketing is getting the right product or service in the right quantity, to the
right place, at the right time and making a profit in the process".
According to American marketing association, Marketing is the process of

planning and executing the conception pricing, promotion, and distribution of
ideas, goods and services to create exchanging that satisfied individual and
organization activities.
According to Philip Kotler“Marketing is a social and managerial process by

which individuals and group obtain what they need and want through creating,
offering and exchanging products of value with others”.
According to Professor William Stanton“Marketing is the total system of

interacting business activities designed to plan, price, promote, and distribute
wants satisfying products and service, to present and potential customers”.
Effective marketing is a result of examining every aspect of a business and how

it affects the consumer's end experience. It covers everything need to do in
order to deliver the products and services to the consumer including research,
planning, pricing, packaging, promotion, selling and distribution.
New Horizon College Page 1

CUSTOMER PERCEPTION
1.2 Introduction to Customer perception
 Perception
In philosophy, psychology, and cognitive science, perception is the process of

attaining awareness or understanding of sensory information. The word
"perception" comes from the Latin words perceptio, percipio, and means
"receiving, collecting, action of taking possession, apprehension with the mind
or senses."
Perception is one of the oldest fields in psychology. The oldest quantitative law
in psychology is the Weber-Fechner law, which quantifies the relationship
between the intensity of physical stimuli and their perceptual effects. The study
of perception gave rise to the Gestalt school of psychology, with its emphasis on
holistic approach.
What one perceives is a result of interplays between past experiences, including

one’s culture, and the interpretation of the perceived.
 Definition: Customer Perception
Customer perception refers to the process by which a customer selects,

organizes, and interprets information/stimuli inputs to create a meaningful
picture of the brand or the product. It is a three stage process that translates raw
stimuli into meaningful information.

CUSTOMER PERCEPTION
In simpler terms, it is how a customer see's a particular brand with whatever he

or she has been able to understand by watching the products, its promotions,
feedback etc. It is the image of that particular brand in the mind of the customer
Passive perception (conceived by Rene Descartes) can be surmised as the

following sequence of events:
Surrounding → input (senses) → processing (brain) → output (re-action).
Although still supported by mainstream philosophers, psychologists and

neurologists, this theory is nowadays losing momentum.
Active perception has emerged from extensive research of sensory illusions,

most notably the works of Richard L. Gregory. This theorycan be surmised as
dynamic relationship between
"Description" (in the brain) ↔ senses ↔ surrounding,
all of which holds true to the linear concept of experience
1.3Perception and reality:
In the case of visual perception, some people can actually see the percept shift
in their mind's eye. Others, who are not picture thinkers, may not necessarily
perceive the 'shape-shifting' as their world changes. The 'simplistic' nature has
been shown by experiment: an ambiguous image has multiple interpretations on
the perceptual level. The question, "Is the glass half empty or half full?" serves
to demonstrate the way an object can be perceived in different ways.
The processes of perception routinely alter what humans see. When people view
something with a preconceived concept about it, they tend to take those
concepts and see them whether or not they are there. This problem stems from
the fact that humans are unable to understand new information, without the

CUSTOMER PERCEPTION
inherent bias of their previous knowledge. A person’s knowledge creates his or

her reality as much as the truth, because the human mind can only contemplate
that to which it has been exposed.
1.4Cognitive theories of perception;
Assume there is a poverty of stimulus. This (with reference to perception) is the

claim that sensations are, by themselves, unable to provide a unique description
of the world. Sensations require 'enriching', which is the role of the mental
model. A different type of theory is the perceptual ecology approach of James J.
Gibson. Gibson rejected the assumption of a poverty of stimulus by rejecting the
notion that perception is based in sensations. Instead, he investigated what
information is actually presented to the perceptual systems. He and the
psychologists who work within this paradigm detailed how the world could be
specified to a mobile, exploring organism via the lawful projection of
information about the world into energy arrays. Specification is a 1:1 mapping
of some aspect of the world into a perceptual array; given such a mapping, no
enrichment is required and perception is direct perception..
1.5Perception-in-action
An ecological understanding of perception derived from Gibson's early work is

that of "perception-in-action", the notion that perception is a requisite property
of animate action; that without perception action would be unguided, and
without action perception would serve no purpose. Animate actions require both
perception and motion, and perception and movement can be described as "two
sides of the same coin, the coin is action". Gibson works from the assumption
that singular entities, which he calls "invariants", already exist in the real world
and that all that the perception process does is to home in upon them. A view

CUSTOMER PERCEPTION
known as constructivism (held by such philosophers as Ernst von Gasersfeld)

regards the continual adjustment of perception and action to the external input
as precisely what constitutes the "entity", which is therefore far from being
invariant.
Gasersfeld considers an "invariant" as a target to be homed in upon, and a

pragmatic necessity to allow an initial measure of understanding to be
established prior to the updating that a statement aims to achieve. The invariant
does not and need not represent an actuality, and Glasersfeld describes it as
extremely unlikely that what is desired or feared by an organism will never
suffer change as time goes on. This social constructionist theory thus allows for
a needful evolutionary adjustment.
A mathematical theory of perception-in-action has been devised and

investigated in many forms of controlled movement, and has been described in
many different species of organism using the General Tau Theory. According to
this theory, tau information, or time-to-goal information is the fundamental
'percept' in perception.
In today’s globalising economy competition is getting more and more fierce.

That means it becomes more difficult for products and services to differentiate
themselves from other offerings than ever before. Not only is the number of
competitive offerings rising due to globalisation of production, sourcing,
logistics and access to information. Many products and services face new
competition from substitutes and from completely new offerings or bundles
from industry outsiders. Since product differences are closed at an increasing
speed and many companies try to win the battle for customers by price
reductions, products and services tend to become commodities.
In the result, customers have a wider choice of often less distinguishable

products and they are much better informed. For many offerings the balance of

CUSTOMER PERCEPTION
power shifts towards the customer. Customers are widely aware of their greater
power, which raises their expectations on how companies should care for
them.Bringing it all together, it becomes ever more difficult to differentiate a
product or service by traditional categories like price, quality, functionality etc.
In this situation the development of a strong relationship between customers and

a company could likely prove to be a significant opportunity for competitive
advantage. This relationship is no longer based on features like price and quality
alone. Today it is more the perceived experience a customer makes in his
various interactions with a company that can make or break the relationship.
Problems during a single transaction can damage a so far favourable customer
attitude.
Traditionally, companies have focused their efforts of customer relationship

management on issues like customer satisfaction and targeted marketing
activities like event marketing, direct marketing or advertising. They narrow the
relationship between company and customer down to a particular set of contacts
in which the company invests its efforts. Most likely this will produce not more
than a satisfied customer who is well aware of the companies offerings and has
a positive attitude towards them. However, a satisfied customer is not
necessarily a loyal one.
When the customer makes his buying decision, he evaluates the benefits he
perceives from a particular product and compares them with the costs. The
value a customer perceives when buying and using a product or service go
beyond usability. There is a set of emotional values as well, such as social
status, exclusivity, friendliness and responsiveness or the degree to which
personal expectations and preferences are met. Similarly, the costs perceived by
the customer, normally comprise more than the actual price. They also include
costs of usage, the lost opportunity to use another offering, potential switching

CUSTOMER PERCEPTION
costs etc. Hence, the customer establishes an equation between perceived

benefits and perceived costs of one product and compares this to similar
equations of other products.
Based on this, customer loyalty can be understood as to how customers feel

about a product, service or brand and whether their perceived total investments
with a it live up to their expectations.
The important point here is the involvement of feelings, emotions and

perceptions. In today’s competitive marketplace, these perceptions are
becoming much more important for gaining sustainable competitive advantage.
Customer perceptions are influenced by a variety of factors. Besides the actual

outcome i.e. did the product or service deliver the expected function and did it
fulfil the customer’s need the whole process of consumption and all interactions
involved are of crucial importance. In today’s globalised information driven
economy this can also comprise issues like
 How other customers or influencing groups perceive the product or brand

 The degree to which the customer feels the actual marketing campaign
addresses themost important issue.
 Responsiveness and service quality of any affiliates, e.g. distribution partners
Customer perceptions are dynamic. First of all, with the developing relationship
between customer and company, his perceptions of the company and its
products or services will change.
The more experience the customer accumulates, the more his perceptions will
shift from fact-based judgements to a more general meaning the whole
relationship gains for him. Over time, he puts a stronger focus on the
consequence of the product or service consumption.

CUSTOMER PERCEPTION
Moreover, if the customers’ circumstances change, their needs and preferences

often change too. In the external environment, the offerings of competitors, with
which a customer compares a product or service will change, thus altering his
perception of the best offer around. Another point is that the public opinion
towards certain issues can change. This effect can reach from fashion trends to
the public expectation of good corporate citizenship. Shells intention to dump its
Brent Spar platform into the ocean significantly altered many customers
perception of which company was worth buying fuel from.
The concept of customer perception does not only relate to individual customers
in consumer markets. It is also valid in business to business situations. For
example, a competitor benchmarking survey of a large industrial supplier
revealed that the market leader, although recognised for excellent quality and
service and known to be highly innovative, was perceived as arrogant in some
regions. If we take into consideration that there are about four other large
players with a similar level of quality and innovative ideas, this perceived
arrogance could develop into a serious problem. Customers here are well aware
the main characteristics of all the offerings available at the market are largely
comparable. So they might use the development of a new product generation of
their own to switch to a supplier that can serve them not better or worse, but
with more responsiveness and understanding.
Companies have done a lot to improve customer satisfaction and customer

relationships in the past. As discussed above, this will not be enough anymore.
Any serious effort to manage customer perceptions starts with a good

measurement system. Companies must be truly willing to look at the whole
process of interaction through the customers eyes. For many companies, this
requires a more or less extensive shift in mindset, since most departments from
development to sales will be involved.

CUSTOMER PERCEPTION
2. INDUSTRYPROFILE
2.1 HISTORY OF CARS,
With the invention of the wheel in 4000 BC, man's journey on the road of
mechanized transport had begun. Since then he continually sought to devise an
automated labour-saving machine to replace the horse. Innumerable attempts
reached conclusion in the early 1760s with the building of the first steam driven
tractor by a French Captain, Nicolas Jacob Cugnot.
It was however left to Karl Benz and Gottlieb Daimler to produce the first
vehicles powered by the internal combustion engine in 1885. It was then that the
petrol engine was introduced, which made the car a practical and safe
proposition. The cars in this period were more like the cars on our roads today.
With cars, came the era of speed. The first ever land-speed record was
established about a 100 years back, in 1898.Count Gaston de Chasseloup-
Laubat of France drove an electric car (in Acheres near Paris) at a speed of
39.24 miles per hour. This flagged off the era of 'Wheels racing", which lasted
till 1964, after which jet and rocket –propelled vehicles, were allowed. Then
onwards, it has been one big journey... on the roads.
History of the automobile industry in India
 EVENTS AND MILESTONE
A behind- the- scenes look into the making of one of India's most vibrant
industries. The landmarks along the way...
1928- The first imported car was seen on Indian roads
1942- Hindustan Motors incorporated

CUSTOMER PERCEPTION
1944- Premier automobiles started
1948- First car manufactured in India
1953- The Government of India decreed that only those firms which have a
manufacturing program should be allowed to operate
1955. Only seven firms, namely, HM, API, ALL, SMPIL, PAL, M& M and
TELCO received approval
1960 - 1970 - The two, three wheeler industry established a foothold in the
Indian scenario.
1970 - 1980 - Not much change was witnessed during this period. The major
factors affecting the industry were the implementation of the MRTP
Act(Monopolies and Trade Restrictive Practices Act), FERA (Foreign
Exchange Regulation Act) and the Oil Shock of 1973 and 1979.
1980 - 1990 - The first phase of liberalization was announced by the Govt. –
With the liberalization of the Government’s protectionist policies the
advantages hitherto enjoyed by the Indian car manufacturers like monopoly,
oligopoly, slowly began to disappear. This period is also marked by the entry of
a large number of firms in the market. Japanese manufacturers entered the
Commercial Vehicle and Two-Wheeler market. The Government agreed to the
demand for allowing foreign collaboration in the automobile sector.
The industry witnessed resurgence due to major policy changes like relaxation
in MRTP and FERA DE licensing of some ancillary products, broad banding of
the products and modification in the licensing policy
The Government of India tied up with Suzuki Inc. of Japan which produced
India's most successful car- the Maruti.

CUSTOMER PERCEPTION
1991 - Under the Government's new National Industrial Policy, the license raj
was dispensed with, and the automobile industries were allowed to expand
freely. 1993 - With the winds of liberalization sweeping the Indian car market,
many multinationals like Daewoo, Peugeot, general Motors, Mercedes-Benz
and Fiat came into the Indian car market.
1997 - The Government also laid down the emission standards to he met by car
manufacturers in India in the coming millennium. There were two successively
stringentemission levels to be met by April 2000 and April 2005, respectively.
These norms were benchmarked on the basis of those already adopted in Europe
hence the names Euro I (equivalent to India 2000) and the Indian equivalent of
Euro II.
2.2 Automotive industry in India:
India is emerging as a global automobile giant. In recent years the industry has
made pioneering efforts in adopting modern technology and allowing the entry
of foreign players. The liberalization of the industry from a restrictive
environment has helped itself for global development. Increasing competition as
a result of liberalization has led to continuous modernization as well as
international standard brands.
Automobile industry in India is growing rapidly. The opportunities in the

automobile industry in India are attracting big names and they are investing
vigorously in infrastructure, design and development, and marketing.
Automobile industry in India is today poised for a big leap .automobile industry
contributes 15% of the total indirect taxes collected by the exchequer and is a
driver of product and process technologies, and has become an excellent
manufacturing base for global players. All this is due to:

CUSTOMER PERCEPTION
 High machine capabilities.
 Extremely capable component industry
 Better technology
 Low cost manufacturing base.
 Highly skilled man power.
 Special capability in supplying large volume.
There are plenty of companies manufacturing automobile in India. For an

automobile owner getting good satisfaction of his/her vehicle is no more a
problem. Big names in automobile industry are taking care of after sale services
in which customer comfort occupies a considerable place.
Following India’s openness, the arrival of new and exciting models, easy
availability of relatively low rate of interest and price discount offered by the
dealers and manufacturers all have stirred the demand for vehicles and strong
growth of Indian automobile industry.
Annual growth rate was 16 % in April- December, 2004; the growth rate in
2003-04 was 15.1%. The automobile industry grew at a compound annual
growth rate (CAGR) of 22% between 1994 and 1999. The automotive industry’s
turn over which was above Rs 94,000crore in 2005-06, is estimated to have
exceeded Rs10, 00,000crore in the year of 2006-07.
Major manufacturers of automobile in India
 Hyundai motors India
 General motor India
 Hero motor

CUSTOMER PERCEPTION
 Ford India limited
 EICHER motors
 MARUTHI limited
 Bajaj auto
 TATA MOTORS
 MAHINDRA MOTOR RISE
 TOYOTO MOTORS
 FIAT MOTOR
Government has liberalized the norms for foreign investment and import of
technology and that appears to benefit the automobile sector .the production of
total vehicle increased from 4.125millon in 2005-06 to 7.312 million in 2014-
15. It is likely that the production of such vehicle will exceed 10 million in the
next couple of years.

CUSTOMER PERCEPTION
2.3 COMPANY PROFILE:
HYUNDAI MOTOR COMPANY
The Hyundai Motor Company (HMC) was founded in 1947 as

Hyundai Engineering and Construction Co. by the late Ju-Yung Chung.
Hyundai Motor Company, established in 1967, is the auto sales leader in the
Korean domestic market and exports vehicles to 190 countries worldwide.
Hyundai Motor Company operates the world's largest integrated

automobile manufacturing facility in Ulsan, on Korea's southeast coast. In 1996,
Hyundai opened the Namyang Technology Research Center, which includes a
complete testing facility with a 2.8-mile oval test track and a new $40 million
aero acoustic wind tunnel. That same year, 1996, HMC began production at its
state-of-the-art Asan Plant, located southeast of Seoul.
Hyundai now operates eight research centers in Korea along with four
international centers, including Hyundai America Technical Center, Inc. in Ann
Arbor, Michigan, and the Hyundai California Design Center in Irvine,
California. Hyundai's automotive technology centers employ approximately
4,100 researchers with an annual budget of five percent of current revenues.
Current research projects include: electric-powered vehicles, low-emission
gasoline engines, solar-powered vehicles, hydrogen-powered fuel cell vehicles
and other alternative fuel vehicles.
About Hyundai Motor India Limited (HMIL)
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. From EON in the entry-level

CUSTOMER PERCEPTION
hatchback segment to Santa Fe in premium SUV segment, Hyundai has a strong

product portfolio that appeals both, the masses and the classes.
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 330,000 units per annum, raising
HMIL’s total production capacity to 660,000 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 currently exports cars to more than 115 countries across EU, Africa,
Middle East, Latin America and Asia Pacific. 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 350 strong dealer
network and 1000+ strong service points across India.
HMIL key milestones:
 1996 – Hyundai motor India ltd. Incorporated
 1998 – Hyundai SANTRO, first Hyundai car was launched in India
 1999- HMIL emerges as the second largest manufacturer in India

CUSTOMER PERCEPTION
 1999- Hyundai accent launched
 2000- SANTRO zip drive launched
 2001- HMIL launches luxury car SONATA and new look SANTRO
 2002- Hyundai Accent CRDI, Accent Viva, Santro zip-plus & sonata 2.7
launched
 2003- launch of Hyundai Terracan
 2004- Elantra & Getz Launched
 2005- Hyundai Tucson& Sonata Embera launched
 2006- Hyundai Verna Petrol & diesel launched
 2007- launch of i10 and Verna SX CRDI
 2008 – i20 launched
 2010- Hyundai Santa Fe,Verna transform & next gen i20 launched
 2011- Fluidic Verna & Eon launched
 2012- All new Sonata iGen,i20 and new fluidic Elantra launched
 2013 – i20 facelift, Grand launched
 2014- Santa fe, Xcent,& i20 Elite launched
 2015 fluidic 4s Verna launched
 2016 Creta launched
 2017 launching ix25

CUSTOMER PERCEPTION
2.4 ORGANIZATION CHART

CUSTOMER PERCEPTION
2.5 BRIEF OVERVIEW OF ADVAITH HYUNDAI
Introduction
Advaith Motors Pvt. Ltd. is an authorized dealer in Bangalore for

Hyundai Motors India Limited, the latter being one of the leading
manufacturers of small and mid-sized cars in India.
Advaith market and services Hyundai Motors’ Sonata, Santro Xing,

Elantra, Verna fluidic, i10, i20, Eon, Xcent and Santa fe. Through sales and
service outlets at Bangalore, Hassan, Madikeri, Ramanagar, Mysore and
Mangalore Advaith motor is conveniently located in the heart of both the cities
providing better access to both the proud owners as well as prospective buyers.
Advaith motor has a 130 strong force committed to excellence in servicing there
esteemed customers.
Advaith Sales Team is made up of dedicated showroom and field executives

who are professionally trained by Hyundai Motors India Limited. They are
adept at guiding the customer through the entire sales process right from
assisting in choice of model, colour and features up to lending a helping hand in
arranging finance at competitive rates.
Service Centre is equipped with the state-of-the art equipment and is in-
line with Hyundai’s exacting worldwide standards. Our service team is
technically qualified and trained to analyze and provide economical working
solutions to satisfy even the most demanding customers.

CUSTOMER PERCEPTION
 Vision
“Caring for you …always”
Advaith vision summarizes priorities. They believe that everything they

do, be it marketing their world-class cars or providing services to match, caring
for the customer and taking care of every need.
Advaith perfectly understand the customers’ need to get a competitive

edge for their investments for after all, buying a car would perhaps be the next
biggest investment after acquiring a home. Customers need faster response both
from their cars as well as from there services to keep in step with today’s jet age
thereby minimizing time consumption for any given task. After all, the old age...
"Time is money" is much more relevant today than ever before. It will, and has
always been, there vision to care for these very needs of their valued customers
and ensure that their fantasies about owning a dream car turn into reality in
every sense of the word.
 Advaith Hyundai - Branch Details
Advaith Hyundai has an enviable record of consistently being World's largest

and most awarded Hyundai dealer with 4 showrooms conveniently located
across Bangalore, 2 showrooms in Mysore, and 1showroom in Mangalore and
11 service Centre in Bangalore, 1 in Hassan, Mangalore, Mysore, Madikeri,
Ramanagara and Kolar
The facility on Outer Ring Road is Hyundai's largest 3S facility in India with a
1200 strong work force committed to exceeding customer expectation, Advaith
Hyundai services are at par with Hyundai global standards.
The Service Centres are continuously upgraded and equipped with the state-of-
the art equipment, in line with Hyundai's exacting worldwide standards.

CUSTOMER PERCEPTION
The Advaith Hyundai showrooms are a one-stop shop to meet all customer
needs, displaying the latest cars from the Hyundai stable, the latest range of
popular and exquisite accessories, vehicle financing options and expert
customer guidance to help select the right Hyundai car.
The sprawling showroom at Outer Ring Road, spread across 2 levels offers
additional facilities that are unique. Two enclosed audio-rooms to provide demo
for the car audio systems. The showroom also features a small toy car with LCD
monitor that plays cartoons to entertain kids, while their parents are choosing
the car, a coffee shop at the basement, a mini movie hall with projector and
theatre sound system to entertain the customers, while their cars are being
serviced. Buying a Hyundai has never been more attractive anywhere in India
 CUSTOMERS OF ADVAITH HYUNDAI,
Over a period of time, Advaith Hyundai has built long-standing relationship

with many of their customers.
Some of their prestigious clients are,
Software Companies:
 ANZ InfoTech  Kshema Technologies
 Cisco  Lucent Technologies
 Compaq  Micro land
 Digital  Mind tree
 Hughes Software  Motorola
 IBM  Siemens
 Infosys  Sun Micro Systems
 Intel  Wipro

CUSTOMER PERCEPTION
 OTHERS:
 ABB  Hindustan Thomson

 Bangalore Labs  Ingersoll Rand
 Birla Group  Mico
 Bosch  Micro lag
 Britannia India  Millipore India
 GE-BEL  Sony
 GE-Transportation Systems  Yokogawa Bluestar
 Health scribe
 Finance partners:

CUSTOMER PERCEPTION
2.6 ACHIEVEMENTS:
Over the period of the association with Hyundai Motors, Advaith had
received recognition for all round performance that include functional
excellence too. Advaith approach towards the various operations at a franchise
has been one where each function is recognized as a critical and interconnected
part of the entirety. The awards are recognition of the success in carrying this
out across the organization.
 2000 TOP SALES PERFORMANCE AWARD (Outstanding Vehicle

Sales In South Region for the Period Jan - June 2000)
 2001 THE BEST SELLER (Best Selling Partner In South Region for the
Period Of Jan - June 2001)
 2001 FOR CUSTOMER DELIGHT (Delivering Maximum Customer
Delight In South Region for the Year 2000)
 2002 FOR CUSTOMER DELIGHT (Delivery of Maximum Customer
Delight In South Region for the Year 2001)
 2002 BEST SELLER (Best Selling Partner in South Region for a Period
Of Jan - June 2002)
 2002 BEST SELLER (Best Selling Partner in South Region for Year
2001)
 2002 PARTS TOP NOTCHER (Best Spare Parts Selling Partner In
South Region for The year 2001)
 2003 BEST SELLER (Best Selling Partner in South Region for the
Period of Jan - June 2003)
 2003 ACCESSORIES TOP NOTCHER AWARD (Best Accessories
Selling Partner on National Level for the Year 2002)
 2003 THE BEST SELLER AWARD (Best Selling Partner In South
Region for the Year 2002)

CUSTOMER PERCEPTION
 2003 HYUNDAI FINANCE AWARD (Top Performer In South Region

for the Year 2002)
 2003 CUSTOMER SATISFACTION AWARD (Delivery of
Maximum Customer Delight In South Region for the Year 2002)
 2004 EXCELLENCE IN FINANCE AWARD (Top Performer In South
Region)
 2004 EXCELLENCE AWARDS (Sales Excellence Award for the
Year 2003)
 2004 THE SUPER ACHIEVER AWARD (Top Performer for
"Excellent All-Round Contribution for first half 2004")
 2004 EXCELLENCE IN HYUNDAI FINANCE AWARD (Top
Performer in South Region for the first half 2004)
 2004 SALES PERFORMANCE AWARD (Top Performer In South
Region for the first Half 2004)
 2005 BEST SELLER AWARD (Best Selling Partner In South Region
for the First Half Year 2005)
 2005 THE SUPER ACHEIVER AWARD (Mega Contribution for The
First Half Year 2005)
 2005 THE BEST SELLER AWARD (Best Selling Partner in South
 2005 THE SUPER ACHIEVER AWARD (Mega Contribution for the
Year 2004)
 2005 THE BEST ELANTRA AND SONATA SALES PARTNER
AWARD (Elantra And Sonata Best Seller in South Region for the
Year 2004)
 2005 EXCELLENCE IN FINANCE AWARD (Top Performer in South
Region for year 2004)

CUSTOMER PERCEPTION
 2006 EXCELLENCE IN FINANCE AWARD (Top Performer for First

Half Year 2006)
 2006 NATIONAL TOP SALES AWARD (National Top Selling
Partner for the Year 2005)
 2006 NATIONAL TOP NOTCHER AWARD (Best National Parts
Selling Partner for the First Half Year 2006)
 2006 NATIONAL TOP SALES AWARD (National Top Selling Partner
for the First Half Year 2006)
 2007 TOP NOTCHER AWARD (Best National Parts Selling Partner
for the Year 2006)
 2007 THE NATIONAL TOP SALES AWARD (National Top Selling
Partner for the Year 2006)
Maximum Customer In South Region for the Year 2006)
 2007 EXCELLENCE IN FINANCE AWARD (Top Performer for the
Year 2006)
 2007 NATIONAL TOP PERFORMER (Best Performance in Parts Sales
in India during Year 2007)
 2008 INSURANCE AWARDS (Excellence In Insurance Business with
Preferred Partners for the Year 2007)
Maximum Customer Delight in the South Region for the Year 2007)
 2008 BEST 3S FACILITY AWARD (Best Upgrade Facility in the Suoth
 2008 NATIONAL TOP SALES AWARD (National Top Selling Partner
for the Year 2007)
 2008 EXCELLENCE IN FINANCE AWARD (National Top Performer
for the Year 2007)

CUSTOMER PERCEPTION
 2008 NATIONAL BEST SELLER AWARD (National Best Selling

Partner for the First Half Year 2008)
 2008 SERVICE PERFORMANCE AWARD (Delivery Maximum
Customer Delight in South Region for the First Half Year 2008)
 2009 THE NATIONAL TOP TARGET ACHIEVEMENT AWARD
(National Top Target Achieving Partner for the Year 2008)
 2009 THE NATIONAL BEST SELLER AWARD (National Best Selling
Partner for the First half Year – 2009)
 2009 NATIONAL TOP ACCESSORY BUSINESS (India Dealer
Principal 2010 Convention (MOBIS))
 2010 NATIONAL TOP PERFORMER - PARTS OPERATIONS ( 2009-
2010) (Hyundai MOBIS driving science (Hyundai genuine parts)JUNG H
YOUN (md parts division - MOBIS India))
 2010 NATIONAL TARGET ACHIEVEMENT BEST SELLER
AWARD (Advaith Hyundai - Bangalore as our best-selling partner in
south region for the year 2010)
 H.W. PARK - MD
 2010 ALL INDIA RANK 5 (Outstanding Performance in Product quality
Feedback)
 2011 "BEST PERFORMER IN PARTS" FOR SOUTH 2 IN S & A
CATEGORY H S YUN - MD - PARTS DIVISION
 2012 NATIONAL SSI TOP PERFORMER NON JDP DEALER
(Advaith Hyundai Mangalore as our Best Dealer Partner for the year
2011)
 2012 ANNUAL BEST SERVICE PERFORMANCE AWARD (Advaith
Hyundai Mangalore as our partner in Delivering Maximum Customer
Delight in South 2 Region for the year 2011)

CUSTOMER PERCEPTION
 2012 NATIONAL BEST EXTENDED WARRANTY PERFORMANCE

AWARD (Best Dealer Partner in Extended Warranty Sales for the year
2011 - Advaith Hyundai Bangalore)
 2012 REGIONAL ORDER VOLUME BEST SELLER AWARD
(Best Selling Partner in South Region 1 for the 1st half of the year 2012 -
Advaith Hyundai Bangalore)
 2012 NATIONAL I20, ACCENT & VERNA RETAIL VOLUME BEST
SELLER AWARD (Best Selling Partner for the 1st half of the year 2012.
Advaith Hyundai Bangalore)
 2012 NATIONAL PREMIUM CAR RETAILS BEST SELLER
AWARD (Best Selling Partner for the 1st half of the year 2012,
Advaith Hyundai, Bangalore)
 2012 CUSTOMER CARE AND SERVICE AWARD (As our partner in
Delivery Maximum Customer Delight in South Region for the 1st Half of
Year 2012. Advaith Hyundai, Bangalore)
 2012 CUSTOMER CARE AND SERVICE AWARD (As our partner in
Delivery Maximum Customer Delight in South Region for the 1st Half of
Year 2012. Advaith Hyundai, Mysore)
 2012 BEST CUSTOMER SATISFACTION (After Sales (CSI) in
Platinum Dealer Category for 2012)
 2013 CUSTOMER CARE AND SERVICE AWARD (Advaith Hyundai,
Mangalore as our partner in Delivering Maximum Customer Delight in
South 2 Region for the year 2012)
 2013 REGIONAL BEST SELLER - TOP ORDER VOLUME (Advaith
Hyundai, Bangalore as our Best Selling Partner in South 1 Region for the
year 2012)

CUSTOMER PERCEPTION
 2013 NATIONAL BEST SELLER - TOP I20, ACCENT AND VERNA

PETROL VOLUME (Advaith Hyundai Bangalore as our Best Selling
Partner for the year 2012)
 2013 CUSTOMER CARE AND SERVICE AWARD (Advaith Hyundai
Bangalore as our partner in Delivering Maximum Customer Delight in
South 1 Region for the year 2012)
 2013 NATIONAL BEST SELLER - PREMIUM CAR RETAIL
VOLUME(Advaith Hyundai Bangalore as our Best Selling Partner for the
year 2012)
 2014 HYUNDAI ELITE i20 IS THE MOST AWARDED CAR IN
INDIA
 2014: HYUNDAI ELITE i20 WINS ‘INDIAN CAR OF THE YEAR
(ICOTY) 2015’
 2015: HYUNDAI ACHIVES 4 MILLION DOMESTIC SALES
 2015: HYUNDAI CRETA WON ‘INDIAN CAR OF THE YEAR
(ICOTY) 2016
 2016: HYUNDAI MOTOR INDIA SURPASSES 1 MILLION UNIT
SALES OF i20 MODELS
Advaith Hyundai won several accolades for our committed service to various
organizations. Advaith Sales and Service Executives have been rated the "Best
Salesman" and "Best Servicemen" for their excellent contributions in their
respective fields
Advaith Hyundai has been declared "THE BEST DEALER IN THE

COUNTRY".

CUSTOMER PERCEPTION
3. RESEARCH METHODOLOGY
At present the Indian automobile industry has become one of the fastest growing
markets in the world basically in the passenger car segment .it is due to
government in the early 1990’s, with the present growth in the economy, there
has been a considerable increase in the disposable incomes of the Indian
consumers. This in turn leads to higher spending as the expectation of better
comfort in terms of anything.
Taking the advantage of liberalization program, a number of world famous car

makers have jumped into the car segment of Indian automobile industry as it has
become one of the most prominent areas of the growth in the automobile sector.
These car makers started giving the competition with the Indian car
manufacturers by innovating new ideas and introducing with the Indian car
manufactures by innovating new ideas and introduction new features towards
their car which are offered to customers, not only through the product but also
with after sales service offered by their service centres. The car manufacturers
in the Indian soil, both foreign and Indian are updating their products frequently
with international standard.
3.1 TITLE OF THE STUDY
“A STUDY ON CUSTOMER PERCEPTION TOWARDS ADVAITH

HYUNDAI”
3.2 STATEMENT OF THE PROBLEM
Problem identified is to understand the customer perception of Advaith

Hyundai, introduced into the market.

CUSTOMER PERCEPTION
3.3 OBJECTIVES OF THE STUDY
 To study the perception about Advaith Hyundai from the customer view
and customer support.
 To study the usage of the offers available to the customer.
 To study the issue faced while visiting the Advaith Hyundai
 To study the further improvement to reduce the gap. Customer and the
expectation
 To study strategy used to overcome with number of competitors
3.4 SCOPE OF STUDY
 The study covers behaviour in general and consumer attitude in

particular.
 Study covers only the Hyundai cars.
 Sample is only restricted to the city of Bangalore.
3.5 TYPES OF RESEARCH
The research used is Convenience sampling. The

research contains of sampling plans which includes three divisions
sampling units, sampling size and sampling procedure. The used
research tools are graphs, tables, questionnaire etc. the questioner
consists of a set of questions presented to respondents for their
opinion.

CUSTOMER PERCEPTION
3.6 DATA COLLECTION:
There are some basic data collection approaches in marketing research;
 Sources of data:
There are two types of data. They are primary and secondary. The
marketing researcher has to decide whether he has to collect primary or
secondary data.
This study was based on both primary and secondary data.
i. Primary data:
The primary data were collected only in the field survey by meeting
the respondents personally and getting information through a questionnaire.
Primary data are collected expressly to help solve the problems at hand. Survey
experimental data are therefore secondary data if they are collected earlier for
another study and are primary data if they are collected earlier for another study
and are primary data if they were collected for the present one.
ii. Secondary data:
Secondary data were collected from the company broachers, fact

sheets, report copies, websites. Secondary data were collected for other
purposes other than helping to solve current problem.
 Tools and techniques of data collection:
The basic techniques in marketing
 Questionnaire
 Observation
 Interviews.

CUSTOMER PERCEPTION
 Tools used in research
A questionnaire was the only research instrument that was used to collect data.
A questionnaire is a formalized instrument for collecting the information
directly from the respondents concerning their behaviour, level of knowledge
which in turn reflects their attitude, belief and feelings.
The questionnaire was prepared carefully by sequencing the question to create

more interest in respondent. Most of the questions in the questionnaire have
been kept simple to get a free opinion from the respondents.
 Techniques:
There are four basic techniques
(A) Telephone interview
(B) Mail interview
(C) Personal interview
(D) Online interview
 Techniques used in research:
Personal interview technique was used in the study the survey was
conducted for a period of three weeks. A simple random survey has been made.
Were the respondents were interviewed from different parts of Bangalore.

CUSTOMER PERCEPTION
 SAMPLING METHOD:
The sampling method is the way units are to be selected
 Sample design
Sample design plays a very important role in the research project.

Without a sound sampling plan and a suitable sample size, data will be collected
from neither proper respondents nor appropriate number of them.
 Sample size
Sample size chosen here for this study is 100.
 Sampling unit
The sampling unit is the basic unit containing the representative

elements of the population to be sampled.
The particular survey was conducted on all kinds of respondents [age

between 20yrs – 60yrs]. In general the sampling unit was determined so that
everyone in the target population has an equal chance of being selected.
3.7 SWOT ANALYSIS:
 Strengths:
The quality advantage
Hyundai owners experience fewer problems with their vehicles than any other
car manufacturer in India (I D. power IQS study). The I10 was the best in the
premium compact car segment and the I20 in the entry level mid-size car
segment across several parameters. This study measures owner in terms of
design, content, layout and performance of vehicles across several parameters.

CUSTOMER PERCEPTION
A buying experience like no other,Hyundai has a sales network of 250 state of

the art showrooms across 189 cities, with a workforce of over 6000 trained sales
personnel to guide our customers in finding the right car.
 Weaknesses:
Commodity price risks
Hyundai commodity price risk to higher cost due to changes in prices of

inputs such as steel, aluminium, plastics and rubber, which go into the
production of the automobiles.
Exchange Rate Risk
The company is exposed to the risks associated with fluctuations in foreign

exchange rates mainly,Import of components & raw materials and export of
vehicles.
 Opportunities:
Leading growth
As the market leader, company led the growth in the passenger car sector last
year. Hyundai sales rise up to 10% in 2016
Risk factors
In the course of its business, Hyundai is exposed to a variety of market and

other risks including the effects of demand dynamics, commodity prices,
currency exchange rates, interest rates, as well as risk associated with financial
issues, hazard events and specific assets risk. Whenever possible, we use the
instrument of insurance to mitigate the risk.

CUSTOMER PERCEPTION
Business risks
The automotive industry is very capital intensive. Such investments require a

certain scale of operation to generate viable returns. These scales depend on
demand. Although 2015-2016 was year of continued growth for the Indian
economy, whether this growth momentum will continue has to be seen
 Threats:
Though Hyundai claims itself to have no direct competitors other than

MUL, there are Indian players like Tata, Mahindra imposing a strong threat for
Hyundai Motors India to expand its product category, Foreign
Direct Investments flowing in Indian automobile space are not good signs for
already existing Giants like MUL and Hyundai.
Almost all major automobile players have started invading India to open up
their market and their manufacturing plant in India.” Chennai” is referred to as
the Detroit of Asia!, Hyundai faced a slight decline in market share due to tough
competition from Ford’s Figo and Volkswagen- Polo, Many manufacturers have
started to concentrate on small car segment as an alternative to Nano. These
will slow down the expected sales of Eon.
3.8 Limitations of the study:
1. It is for academic study made under time and budget constraints.
2. efforts has been made to make report accompanying , however they might be
partial coverage of certain aspects or importance not given in view of the
constraints listed above.
3. Limitation lies in the candidness and freedom from fear or favour on the part
of management in giving their responses.

CUSTOMER PERCEPTION
4. ANALYSIS AND INTERPRETATION OF DATA
This chapter deals with the analysis of data relating “A study on customer
perception towards Advaith Hyundai”. This includes the overall behaviour of the
customers, expectation, preferences of the respondents. Data are useful only after
analysis. Once the survey is over and questionnaires have received, the next task is
to tabulate data in meaningful manner, data analysis involves converting a series of
recorded observation into descriptive statements or interference about their
relationship.
ANALYSIS AND INTERPRETATION OF THE SURVEY

CONDUCTED
4.1 Table
Table Showing Number of respondents according to their age groups
NO.OF % OF
AGE
RESPONDENTS RESPONDENTS
20 20
18-25
25-30 48 48
30-35 16 16
35 and above 16 16
TOTAL 100 100
Analysis:
The above chart shows that 16 % of the total respondents approached are
between the age group of 35 and above. 16 % of the respondents are between
the age group 30-35, 48 % of the respondents are between the age group of 25-
30, 20 % of the respondents are in the age group of 18-25 year.

CUSTOMER PERCEPTION
4.1 CHART
Showing Number of respondents according to their age groups
50 48%
Age
45 No of respondents
40
35
30
25 20%
20
16%
15 16%
10
0
18-25
25-30
30-35
35 & above
Interpretation
Majority of the respondents fall between the age group between 25-30
years.

CUSTOMER PERCEPTION
4.2 Table:
Showing Number of Respondents according to gender
GENDER NO.OF RESPONDENTS % OF RESPONDENTS
Male 67 67
Female 33 33
TOTAL 100 100
Analysis:
The above table shows that 67 % of the respondents are males and 33 % of the
respondents are females.

CUSTOMER PERCEPTION
4.2 CHART:
Showing Number of Respondents according to gender.
0% 0%
33%
Male
67% female
Interpretation
Most of the respondents approached were males.

CUSTOMER PERCEPTION
4.3 Table.
Showing Respondents according to Annual Income
ANNUAL INCOME NO. OF % OF
200000-300000 16 16
300000-400000 32 32
400000-500000 24 24
500000 & Above 28 28
TOTAL 100 100
Analysis:
The above table shows that 28 % of the respondents fall in the income group of
5,00,000 and above, 24% of the respondents fall in the income group of 4,00,000-
5,00,000, 32% of the respondents fall in the income group of 3,00,000-4,00,000.
16% of the respondent fall in the income group of 2,00,000-3,00,000.

CUSTOMER PERCEPTION
4.3 CHART:
Showing number of respondents according to annual income
35
30
25
20
15 32
10 24 28
16
2,00,000-3,00,000 3,00,000-4,00,000 4,00,000-5,00,000 Above 5,00,000
Interpretation
Most of the respondents have an annual income of 3,00,000-4,00,000, that is

they belong to higher income group.

CUSTOMER PERCEPTION
4.4 Table.
Table Showing Kind of Car Owned Currently.
NO.OF % OF
PARTICULARS
Hatchback 41 41
Sedan 28 28
MUV 20 20
SUV 11 11
100 100
TOTAL
Analysis:
From the survey conducted on the respondents who owned a four wheeler found
that 41% of respondents owned hatch back, 28% owned sedan & 20% MUV and
11% owned SUV.

CUSTOMER PERCEPTION
4.4 CHART:
Chart Showing Kind of Car Owned Currently.
11%
41% Hatchback
20%
Sedan
MUV
SUV
28%
Interpretation:
In regards to the above question we can infer that most of the respondents
owned small cars. This show that consumer preference towards hatchback is high
and to an extent toward sedan cars also

CUSTOMER PERCEPTION
4.5 Table.
Table showing that Reasons for buying Hyundai cars.
NO OF % OF
PARTICULARS
Affordable price 32 32
Mileage 20 20
Wide sale network 12 12
Service 36 36
TOTAL 100 100
Analysis
From the survey conducted on the respondents, 32% of the respondents voted
for affordable price, 20% voted for mileage, 12 % voted for Wide sales network
and 36% voted for Service.

CUSTOMER PERCEPTION
4.5 CHART:
Chart showing the Reasons for buying Hyundai cars
40
36
35
32
30
25 Affordable price
20 Mileage
20 Wide sales network
service
15
12
10
0
Affordable Mileage Wide sales service
price network
Interpretation:
In regards to the above question we infer that almost half of the respondents
were influenced by Affordable price and Service.

CUSTOMER PERCEPTION
4.6 Table.
Table showing that how many years customers are using Hyundai cars
YEARS NO. OF % OF
Below 1 Year 20 20
1 Year 28 28
2 Year 22 22
More than 2 Years 30 30
TOTAL 100 100
Analysis
The above table shows that 20 % of the respondents are using Hyundai cars below 1
Year, and 28% of the respondents are using Hyundai cars from 1 Year, 22% of the
respondents are using Hyundai cars from 2 Year. 30% of the respondent are using
Hyundai cars from more than 2 years .

CUSTOMER PERCEPTION
4.6 CHART:
Showing that how many years customers are using Hyundai cars
30
25
20
15
28
30
20
10 22
Below 1 Year
1 Year
2 Year
more than 2
Years
Below 1 Year 1 Year 2 Year more than 2 Years
Interpretation
In regards to the above question we infer that Most of the respondents are
using Hyundai cars from more than 2 years.

CUSTOMER PERCEPTION
4.7 Table.
Showing that Advaith Hyundai showrooms are conveniently located.
NO OF % OF
PARTICULARS
Yes 84 84
No 16 16
TOTAL 100 100
Analysis:
In the survey conducted the respondents were asked that the Advaith Hyundai
showrooms are conveniently located and 84% of the respondents said YES and
16% of the respondents said NO,

CUSTOMER PERCEPTION
4.7 CHART:
Showing that Advaith Hyundai showrooms are conveniently located .
90
80
70
60
50 84
40
30
20 16
10
0
Yes No
Yes No
Interpretation:
In regards to the above question we infer that 84% of the respondent said yes,
since most of the responded agreed that the Advaith Hyundai showrooms are
located conveniently.

CUSTOMER PERCEPTION
4.8 Table.
Showing that the basic features consumer prefer in Hyundai cars.
PARTICULARS NO OF RESPONDENTS
Mileage Price Comforts Colours
EXCELENT 8 8 32 16
ABOVE AVERAGE 28 40 60 32
AVERAGE 64 52 4 44
BELOW AVERAGE 0 0 4 8
POOR 0 0 0 0
TOTAL 100
Analysis :
According to the survey conducted, the features which a consumer prefers is

rated as follows, on the basis of excellence, the customer have rated comfort as
maximum with 32%, and above average again for its comforts 60% , average
for its mileage i.e. 64%, below average for its colour i.e. 8% & poor by none.

CUSTOMER PERCEPTION
4.8 CHART:
Showing that the basic features consumer prefer in Hyundai cars.
70
60
50
40
30
20
10
0
Execelent Above Average Average Below Average Poor
Mileage 8 28 64 0 0
Price 8 40 52 0 0
Comforts 32 60 4 4 0
Colours 16 32 44 8 0
Interpretation:
As per the inference Hyundai customers rated the features as average.

CUSTOMER PERCEPTION
4.9 Table.
Showing how the Hyundai product is known to the customers
NO OF % OF
PARTICULARS
Billboards 16 16
Internet 16 16
Print media 12 12
Word of mouth 56 56
TOTAL 100 100
Analysis:
From the survey conducted on the respondents, 16% of the respondents are
aware by billboards, 16% by internet, 12 % by print media and 56% respondents
aware by word of mouth.

CUSTOMER PERCEPTION
4.9 CHART:
Chart showing how the Hyundai product is known to the customers
60
56
50
40
Billboards
30
Internet
20 Print media
16 16 Word of mouth
10 12
0
Billboards Internet Print media Word of mouth
Interpretation:
In regards to the above question we infer that more than half of the respondents
were aware by word of mouth.

CUSTOMER PERCEPTION
4.10 Table.
Showing that discount offer made by the company is beneficial for the
customers
NO OF % OF
PARTICULARS
Yes 92 92
No 8 8
TOTAL 100 100
Analysis:
In the survey conducted the respondents were asked that the discounts offer
made by the company is beneficial for the customer and here 92% of the
respondents said YES and 8% of the respondents said NO,

CUSTOMER PERCEPTION
4.10 CHART:
Showing that discount offer made by the company is beneficial for the
customers
Yes No
8%
92%
Interpretation:
In regards to the above question we infer that 92% of the respondents said yes
so the discounts offer made by the company is beneficial and most of the
customers think to buy the product.

CUSTOMER PERCEPTION
4.11 Table.
Table Showing that customer ratings on technology in Hyundai cars.
NO OF % OF
PARTICULARS
Excellent 28 28
Good 56 56
Average 16 16
Poor 0 0
TOTAL 100 100
Analysis:
In the survey conducted the respondents were to rate technology in Hyundai

cars. we found that 28% gave a excellent response 56% gave a good response
16% gave a average response and 0% poor with Hyundai

CUSTOMER PERCEPTION
4.11 CHART:
Showing that customer ratings on technology in Hyundai cars.
60
50
40
30 60
20
24
10 16
0
0
Excellent Good Average Poor
Excellent Good Average Poor
Interpretation:
In regards to above question we can infer that more than 84% of the respondents
accepted the technology in Hyundai car .it may regarding to the awareness of the
product.

CUSTOMER PERCEPTION
4.12 Table.
Showing that if a Hyundai car is to be endorsed by celebrity will affect for

purchasing decision.
NO OF % OF
PARTICULARS
Yes 64 64
No 36 36
TOTAL 100 100
Analysis:
In the survey conducted the respondents were asked that if a Hyundai car is
endorsed by celebrity will affect for purchasing decision and 64% of the
respondents said YES and 36% of the respondents said NO,

CUSTOMER PERCEPTION
4.12 CHART:
Showing that if a Hyundai car is to be endorsed by celebrity will affect for

purchasing decision.
36%
Yes
No
64%
Interpretation:
In regards to the above question we infer that 64% of the respondents are said
yes so if the Hyundai car is endorsed by the celebrity that will affect the
customer to buy the product.

CUSTOMER PERCEPTION
4.13 Table.
Showing that the effective tools in promoting Hyundai cars according to the
ratings (out of 5) of respondents
NO OF RESPONDENTS
PARTICULARS 1 2 3 4 5
Advertising 0 0 19 60 21
Sales promotion 0 0 51 49 0
Event and experience 0 0 31 64 5
ALL 0 0 20 76 4
TOTAL 100
Analysis:
According to the survey conducted, as an effective tool in promoting the

Hyundai cars, advertising is more rated 4 out of 5 i.e. 60% of respondents, sales
promotion has been more rated 3 out of 5 i.e. 51% of respondents, event and
experience is more rated 4 out of 5 i.e. 64% of respondents and all of the above
is more rated 4 out of 5 by the 100 respondents i.e. 76%.

CUSTOMER PERCEPTION
4.13 CHART:
Showing that the effective tools in promoting Hyundai cars according to the
ratings (out of 5) of respondents.
80
70
60
50
40
30
20
10
0
1 2 3 4 5
Advertising 0 0 19 60 21
Sales promotion 0 0 51 49 0
Event and experience 0 0 31 64 5
ALL 0 0 20 76 4
Interpretation:
As an inference Hyundai customers rated an advertising as effective tool in

promoting the Hyundai cars, event is the next effective tool followed by sales
promotion.

CUSTOMER PERCEPTION
4.14 Table.
Showing that the punch line CARING FOR YOU ALWAYS…… for Advaith
Hyundai makes some identification promotion among other competitors
NO OF % OF
PARTICULARS
Yes 56 56
No 44 44
TOTAL 100 100
Analysis:
In the survey conducted the respondents were asked that the punch line
CARING FOR YOU ALWAYS…… for Advaith Hyundai makes some
identification promotion among other competitors and 56% of the respondents
said YES and 44% of the respondents said NO,

CUSTOMER PERCEPTION
4.14 CHART:
Showing that the punch line CARING FOR YOU ALWAYS…… for Advaith
Hyundai makes some identification promotion among other competitors
60
50
40
Yes
30 No
20
10
0
Yes No
Interpretation:
In regards to the above question we infer that 56% of the respondents are
agreed that punch line makes some identification promotion among other
competitors.

CUSTOMER PERCEPTION
4.15 Table.
Showing that Hyundai being an official partner in UEFA EURO 2016 will be
beneficial for the promotion of the cars
NO OF % OF
PARTICULARS
Yes 97 97
No 3 3
TOTAL 100 100
Analysis:
In the survey conducted the respondents were asked that Hyundai being an
official partner IN UEFA EURO 2016 will be beneficial for the promotion of
the cars and 97% of the respondents said YES and 3% of the respondents said
NO,

CUSTOMER PERCEPTION
4.15 CHART:
Showing that Hyundai being an official partner in UEFA EURO 2016 will be
beneficial for the promotion of the cars
3%
Yes
No
97%
Interpretation:
In regards to the above question we infer that more respondents are of the
opinion that being an official partner in UEFA EURO 2016 is beneficial for
the promotion.

CUSTOMER PERCEPTION
4.16 Table.
Showing that what class of car customers expecting next from Hyundai.
NO OF % OF
PARTICULARS
SUV 23 23
MUV 68 68
Sedan 9 9
Hatch back 0 0
TOTAL 100 100
Analysis:
In the survey conducted the respondents were asked what class of car you are
expecting next from Hyundai. We found that 23% of respondents are expecting
SUV, 68% of respondents are expecting MUV,9% of respondents are expecting
Sedan class and 0% of Hatchback.

CUSTOMER PERCEPTION
4.16 CHART:
Showing that what class of car customers expecting next from Hyundai.
80
70
60
50
40
68
30
20
10 23
9
0 0
SUV MUV Sedan Hatch back
SUV MUV Sedan Hatch back
Interpretation:
In regards to above question we can infer that majority (68%) of the respondents
are expecting MUV class of car and 23% of SUV, So Hyundai should introduce
SUV and MUV class of car, where they are mainly looking for SUV & MUV
segments of cars .

CUSTOMER PERCEPTION
4.17 Table.
Table showing that suggestions of improvement
NO OF % OF
PARTICULARS
Yes 45 45
No 55 55
TOTAL 100 100
Analysis:
In the survey the question is asked to the respondent that Do you suggest any
improvement to be made to your best, so the 45% of the respondents suggested
and remaining 55% of the respondents said NO.

CUSTOMER PERCEPTION
4.17 CHART:
Chart showing suggestions for improvement
YES NO
45%
55%
Interpretation:
In regards to the above question we can infer that 45% of the respondents
like to suggest improvement for Advaith Hyundai cars for its growth.

CUSTOMER PERCEPTION
5. LIST OF FINDINGS, SUGGESTIONS AND CONCLUSION

A brief summary present on the inference that have been arrived at from the
research carried out. It includes findings of promotional strategies and level of
knowledge towards Advaith Hyundai cars.
5.1 Findings:
 The survey shows that most of the respondents owning a car fall in the
age group of 25- 30years (40%)
 It is also observed that most of the respondents are male (67 %)

 The study reveals that most of the car owners have Annual income of
2, 00,000 to 3,00,000 (32%).They belong to high income group. And also
4,00,000 & above (28%)
 From the survey conducted on the respondents who owned a four wheeler
found that most of the respondents owned hatch back (41%) , 28% owned
sedan,
 From the survey conducted on the respondents for buying the model
currently own, most of the respondents voted for service (36%), and 32%
of the respondents voted for affordable price
 From the survey conducted on the respondents that how many years
customers are using Hyundai cars, most of the respondents using from
more than 2 Years(30), and 28% respondents from 1year,

CUSTOMER PERCEPTION
 From the survey conducted on the respondents were asked that Advaith
Hyundai showrooms are conveniently located and almost 84% of the
respondents said YES and 16% of the respondents said NO.
 According to the survey conducted, the features which a consumer prefers

is rated as follows, on the basis of excellence, the customer have rated
comfort as maximum with 32%, and above average again for its comforts
60% , average for its mileage i.e. 64%, below average for its colour i.e.
8% & poor by none.
 From the survey conducted on the respondents, most of the respondents

are aware by word of mouth (56%)
 From the survey conducted the respondents were asked that the discounts
offer made by the company is beneficial for the customer and here most
of the respondents said YES (92%) and only 8% of the respondents said
NO.
 From the survey conducted on the respondents were asked that if a

Hyundai car is endorsed by celebrity will affect for purchasing decision
and 64% of the respondents said YES and 36% of the respondents said
NO.
 According to the survey conducted, as an effective tool in promoting the

Hyundai cars, advertising is more rated 4 out of 5 i.e. 60% of
respondents,and all of the above is more rated 4 out of 5 by the 100
respondents i.e. 76%.

CUSTOMER PERCEPTION
 From the survey conducted on the respondents were asked that the punch
line CARING FOR YOU ALWAYS…… for Advaith Hyundai makes
some identification among other competitors and majority of the
respondents said YES(57%) and 43% of the respondents said NO.
 From the survey conducted on the respondents were asked that Hyundai
being an official partner in UEFA EURO 2016 will be beneficial for the
promotion of the cars and almost all respondents said YES(97%) and
only 3% of the respondents said NO,
 From the survey conducted on the respondents were asked what class of
car you are expecting next from Hyundai. Most of the respondents (68%)
are expecting MUV class and 23% of respondents are expecting SUV, 9%
of respondents are expecting Sedan class, 0% of Hatchback.

CUSTOMER PERCEPTION
5.1 SUGGESTIONS
1. Since the majority of respondents are planning to buy cars, so company

has to help ease finance schemes which will attract them towards
Hyundai.
2. Consumer’s preferences towards small cars are high. So research must be

undertaken to improve the varieties & features in this segment of cars.
Features like design, colour, mileage, compactness & comfort.
3. Most of the customers are influenced by the price & mileage so the
company has to concentrate on this area by adopting new technology for
better consumer’s satisfaction in this particular area.
4. Company must eye into field of promotion which leads in the increase of
sales and demand of the product.
5. From the survey we found that MUV class of cars is the most expecting
by the customers of Hyundai so the company should look and introduce a
good MUV class of cars in Hyundai.
6. Hyundai cars have reached many customers and so the Hyundai Company
should attract the customers through better advertising in the way of
reminding the customers about the product so that the sales of the product
will also increase.

CUSTOMER PERCEPTION
5.3 CONCLUSION
According to my study with the respondents, I clearly know some of the

improvement in Customer perception methods that they expect, the company
needs to introduce a variety of products and develop in various areas, and
meanwhile the company must concentrate on the customer minds.
As per the survey, we conclude that Advaith Hyundai Bangalore also

needs to avail a few discount policies to comfort the budget of its customers and
they also require salesperson guidance.
So Management should concentrate on these aspects to satisfy their

customers and for the expansion of the company in future terms.

CUSTOMER PERCEPTION
BIBLIOGRAPHY
BOOKS
 THE YEAR OF THE HYUNDAI MAGAZINE

 PHILIP KOTLER, Marketing management,14E, 2015, Tata
McGraw hill
 RAJAN SAXENA, Marketing management,5e, 2014, Tata
McGraw hill
 FORBES, 14e,march 2106
 AUTO EXPO
WEBSITE
 www.advaithhyundai.com
 www.google .com
 www.hyundai.co.in

CUSTOMER PERCEPTION

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PROJECT REPORT

A STUDY ON CUSTOMER PERCEPTION TOWARDS

UNDER THE GUIDANCE OF

Ms. SAUMI ROY

NEW HORIZON COLLEGE

MASTER OF BUSINESS ADMINISTRATION

COLLEGE CODE – KA 11 B 131

I hereby declare that this project entitled “A STUDY ON CUSTOMER

Place: Bangalore YATHIN.T.M

This is to certify that the project work entitled “A STUDY ON CUSTOMER

Place: Bangalore Ms.SAUMI ROY

This is to certify that YATHIN.T.M bearing registration number 15P35G0113

Place: Bangalore Dr. SHEELAN MISRA

This is to certify that YATHIN.T.M bearing registration number 15P35G0113

Place: Bangalore Dr.R.BODHISATVAN

First of all I would like to extend my gratitude to our Principal,

I am thankful to the head of department, Dr.SHEELAN MISRA for being the

I am greatly indebted to my internal guide, Ms.SAUMI ROY for extending her

I would sincerely like to express my heartfelt thanks to Mr.POOVAIH sales

S.NO. TITLE PAGE NO

1.1 INTRODUCTION TO MARKETING 1

1.2 INTRODUCTION ABOUT THE TOPIC 2

1.3 PERCEPTION AND REALITY 3

1.4 COGITIVE THEORIES OF 4

1.5 PERCEPTION IN ACTION 4

2. INDUSTRY PROFILE 9-27

2.1 HISTORY OF CARS 9

2.2 AUTOMOTIVE INDUSTRY IN INDIA 11

2.3 COMPANY PROFILE 14

2.4 ORGANISATION CHART 17

2.5 BRIEF OVERVIEW OF ADVAITH 18

3. RESEARCH METHODOLOGY 28-34

3.1 TITLE OF THE STUDY 28

3.2 STATEMENT OF THE PROBLEM 28

3.3 OBJECTIVES OF THE STUDY 29

3.5 TYPES OF RESEARCH 29

3.6 DATA COLLECTION 30

3.7 SWOT ANALYSIS 32

3.8 LIMITATION OF THE STUDY 34

4. ANALYSIS AND INTERPRETATION OF 35-68

5. FINDINGS, SUGGESTIONS & 69-73

SL.NO TITLES PAGE

4 Table Showing Kind of Car Owned Currently own. 41

5 Table showing that Reasons for buying Hyundai cars. 43

6 Table showing that how many years customers are using 45

10 Table Showing that discount offer made by the company 53

17 Table showing that no of respondents suggests of 67

SL.NO TITLES PAGE

4 Chart Showing Kind of Car Owned Currently own. 42

5 Chart showing that Reasons for buying Hyundai cars. 44

6 Chart showing that how many years customers are using 46

10 Chart Showing that discount offer made by the company 54

17 Chart Showing that no of respondents suggests of 68

INDUSTRY AND COMPANY PROFILE

RESEARCH DESIGN OF THE STUDY

DATA ANALYSIS & INTERPRETATION

SUMMARY OF FINDINGS, SUGGESTIONS &

2. Gender a) male b)female