abhishreshthaa
Abhijeet S
OBJECTIVE OF THE RESEARCH
1) To study the influence of customer satisfaction on the buying behaviour for the Santro car
a) gender-wise
b) age-wise
METHOD OF DATA COLLECTION
1. Telephonic Questionnaire
2. Personal Interview
3. Mail Questionnaire
The advantages of Questionnaire method are versatility, speed and cost. Other then these the merits claimed on behalf of this method are as follows:
1. There is low cost even when the universe is large and is widely spread geographically.
2. It is free from the bias of the interviewer: answers are in respondents own words.
3. Respondents have adequate time to give well thought out answers.
4. Respondents, who are not easily approachable, can also be reached conveniently.
5. Large samples can be made use of and thus the results can be made more dependable and reliable.
SECONDARY RESEARCH
HYUNDAI MOTORS:
Hyundai Motor Company
1) To study the influence of customer satisfaction on the buying behaviour for the Santro car
a) gender-wise
b) age-wise
- Hyundai Santro is a complete family car. It comes under the category of small cars. It is basically extensively advertised.
- Since, the car has been launched in India they have used Shahrukh Khan as their brand ambassador.
- The latest ads have taken up Preity Zinta also as their brand ambassador with Shahrukh Khan.
- The main objective of the market research is to study the level of customer satisfaction among the car users to find out the deviation in customer satisfaction level and to work over it in order to increase the level of customer satisfaction which in turn leads to increase in the profits of the company.
METHOD OF DATA COLLECTION
- Data and facts are fundamental to every aspect of a project. Without the facts, our efforts are reduced to mere “GUESSING GAME” with relatively low odds of success.
- Designed on the principle of “kiss”-(keep it short, simple) so as to reduce possibility of errors in recording or interpretation of data.
- In this project, the method used for collecting data is through questionnaires, wherein a simple data collection form survey was conducted among a one to one basis between enumerator and respondent, who in this case are the car owners whose information helped in forming the macro-part of the project.
- If one wants to know what type of dentifrice people use, what they think of the car or why they buy particular brands of cars, the natural procedure is to ask them. Thus the questionnaire method has come to be the more widely used of the three data collection methods:
1. Telephonic Questionnaire
2. Personal Interview
3. Mail Questionnaire
The advantages of Questionnaire method are versatility, speed and cost. Other then these the merits claimed on behalf of this method are as follows:
1. There is low cost even when the universe is large and is widely spread geographically.
2. It is free from the bias of the interviewer: answers are in respondents own words.
3. Respondents have adequate time to give well thought out answers.
4. Respondents, who are not easily approachable, can also be reached conveniently.
5. Large samples can be made use of and thus the results can be made more dependable and reliable.
SECONDARY RESEARCH
HYUNDAI MOTORS:
- HYUNDAI'S FOUNDING CHAIRMAN - CHUNG JU-YUNG 1915 - 2001
- Hyundai's 2002 model year vehicles continue to provide customers a high level of content and performance at an affordable price.
- These vehicles also demonstrate Hyundai's emergence as an auto manufacturer whose products compete successfully in technology, quality, styling and refinement with automobiles from around the world.
- Hyundai sold its first car, a subcompact model, in the U.S. in 1986. At the time, few Americans had ever heard of Hyundai or its products. Since that time Hyundai has expanded and upgraded its product line in the U.S. and has gained valuable experience in the competitive U.S. automobile market.
- Hyundai now markets a full line of vehicles from the subcompact Accent to the luxurious XG350 sedan. The vehicles were developed exclusively by Hyundai Motor Corporation and are fitted with engines designed and engineered by Hyundai.
Hyundai Motor Company
- The Hyundai Motor Company was founded in 1967 as Hyundai Engineering and Construction Co. by Ju-Yung Chung. Hyundai Motor Co. (HMC), established in 1967, is the auto sales leader in the Korean domestic market and exports vehicles to 190 countries worldwide.
- Hyundai Motor Co. operates the world's largest integrated automobile manufacturing facility in Ulsan, on Korea's southeast coast.
- In 1996, Hyundai opened the Namyang Technology Research Centre, 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 Asian Plant, located southeast of Seoul.
- Hyundai now operates eight research centres in Korea along with four international centres, including Hyundai America Technical Centre, Inc. in Ann Arbor, Michigan, and Hyundai California Design Centre in Fountain Valley, Calif.
- Hyundai's automotive technology centres 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.
- The Hyundai California Design Centre, established in 1990, creates and develops both production vehicles ad cutting-edge design concepts for the automotive market.
- Since sparking the development of Korea's auto industry in the late '60s, Hyundai Motor Company has been steadily expanding its overseas sales to the point that Hyundai vehicles are now sold in more than 190 countries making it a global automaker in the truest sense.
- "Act globally but think locally" is a motto that serves us well. To this end, the company is accelerating the localization not only of its products but its sales, marketing and promotion activities.
- The company is undertaking more comprehensive consumer research than ever before and has put into place new and more effective measures to gauge the needs of the local consumers and better meet those specialized needs.
- At the same time, it is working more closely with local distributors and dealers to tailor its promotional strategies to better suit the characteristics of each regional market. In this context, the company established Hyundai Motor Europe in Frankfurt, which oversees and supports business activities for all Europe.
- Closer to home, the company has expanded operations in two neighbouring countries. Fully-fledged sales operations were started in Japan where marketing is proceeding aggressively.
- As the same time, the company established another base of operations in China in late 2000 in order to more effectively tap into the world's fastest growing and potentially biggest market.
- Quality control at Hyundai Motors
- With the dawning of the new millennium, Hyundai Motor Company unveiled its new business vision - to become one of the top five global automakers.
- To achieve this daring vision, the company initiated a far-sweeping corporate restructuring program while bolstering its R&D efforts to produce automobiles that meet every higher standard of quality, safety and environmental friendliness.
- Making the best use of synergy effects with Kia Motors, Hyundai Motor Company has set its sights on providing the finest customer service, up-to-date technology, flawless quality and the best value in the industry.
- In addition, the company will focus its R&D efforts on the development of more environment-friendly technologies, while at the same time more aggressively implementing its "Sigma 6," quality improvement campaign that will earn the greater trust of its customers and ultimately contribute to improved business profitability.