CHAPTER-1 INTRODUCTION
1
Customer Perception
Consumers can evaluate a product along several levels. Its basic characteristics are inherent to the generic version of the product and are defined as the fundamental advantages it can offer to a customer. Generic products can be made distinct by adding value through extra features, such as quality or performance enhancements. The final level of consumer perception involves augmented properties, which offer less tangible benefits, such as customer assistance, maintenance services, training, or appealing payment options. In terms of competition with other products and companies, consumers greatly value these added benefits when ma ing a purchasing decision, ma ing it important for manufacturers to understand the notion of a !total pac age" when mar eting to their customers. #or example, when manufacturing automotive parts, a high$ performing product will provide the customer base with basic benefits, while adding spare parts, technical assistance, and s ill training will offer enhanced properties to create a total pac age with increased appeal to consumers. Changing Product Strategies In industrial product development, a mar eting strategy that is flexible and adaptive to changing mar et circumstances stands a greater chance of being effective in the long$term. %roducts and consumer perceptions are variable, so changes in strategy may be required to better address customer needs, technological developments, new laws and regulations, and the overall product life$cycle. &y monitoring external conditions and shifting product development accordingly, a company can better target its consumers and learn to react to their needs. The ma'or factors that can necessitate a change in product strategy include( Customer Pre!erences" #luctuations in the cost of materials, new application requirements, and changing brand awareness are 'ust a few of things that can cause consumer needs to change. )eeping close trac of customer response to a product and ta ing their demands into consideration are important for maintaining mar et share. *
Techno#ogica# Ad$ances" + new technological development can engender a change in a product line, causing products to need modification in order to remain competitive or rendering some products obsolete. #or example, fiber optic cables have replaced older cables in certain applications and many businesses have switched from main frame computers to personal computers. &eing aware of these advances can help a business stay ahead of the curve. %a&s and Regu#ations" The implementation of new governmental regulations can cause certain products or manufacturing methods to be restricted, limiting their consumer appeal. Conversely, new laws can also lend an advantage to certain business and deregulation can sometimes benefit production standards. %roduct development strategies must shift according to the legal landscape. Product %i!e-C'c#es" To preserve the rate of growth in profit and sales, many industrial companies decide to alter, discontinue, or replace older products with newer models or more recent upgrades. These changes are usually made periodically, allowing existing products that reach maturity or decline to be phased out or modified, thus retaining their appeal.
Scope o! the stud'
• • • • The scope is very limited because attitude of the people change according to the time. The study is restricted to both ,yderabad and -anga -eddy .ist and that to among 1// respondents. The study is conducted for 01 days. The study is restricted to certain area. 2o it could not give an accurate picture about +ndhra %radesh of India.
3
NEED (OR THE STUD)
#rom the days of industrial revolution when goods 4 services were produced to the present day, the emphasis has shifted from the producers to the consumer and his needs, and with the consumer becoming more involved, in the mar eting process there is greater need for information regarding the consumer needs. %references and ma ing them satisfied of the products 4 services, has led to a constant but increasing need to conduct mar eting research. This research is an insight into the mind of the consumer, with the help of which the organi5ations will become aware of their pitfalls and in turn can also ma e improvements in the product regarding the level of satisfaction of the consumers towards their offerings in the mar et place. The basic need of this pro'ect is to now the" CONSU*ER PERCEPTION" amongst the respondents, with regard to H)UNDAI 6otors services and its products.
O+,ECTI-ES O( THE STUD)
? To now satisfaction level about 2how room7s modern loo ing equipment and fixtures. ? To now the 2how room physical facilities are visually appealing or not ? To now 2how room convenience to move around the 2how room. ? To now the 2how room people are questions nowledgeable to answer the customer
? To now employees in the 2how room are providing without delay services to the customers. ? To now the 2how rooms can give personal attention to the customers or not. ? To now the 2how room management is immediately responding to customer7s problem. 0
RESEARCH *ETHODO%O.) 8ne of the important tools for conducting mar eting researching is the availability of necessary and useful data. .ata collection is more of an than science the methods of mar eting research are in a way the methods of data collection. The sources of information fall under two categories. Interna# sources" 9very company has to eep certain records such as accounts, records, reports, etc., these records provide sample information which can organi5ations usually eeps collecting in its wor ing.
E/terna# sources( :hen internal records are insufficient and required information is not available, the organi5ations will have to depend on external sources. The external sources of data are( Primar' data" %rimary data are data gathered for a specific purpose or for a specific research report. #or systematically collecting the data the closed end questionnaire is used. The questionnaire consists of questions relating to various aspects of the study for proper data collection the questionnaire is divided into * sections. &oth the sections are meant for the respondent only. Secondar' data" 2econdary data are data that are collected for another purpose and already exist somewhere. .ata pertaining to company is collected from company web site company catalogues and maga5ines. The company profile gives a detailed report of history various products manufacture by its etc.
1
*ETHOD O( RESEARCH SUR-E) *ETHOD" + survey is a complete operation, which requires some technical nowledge survey methods are mostly personal in character. 2urveys are best suited forgetting primary data. The researcher obtains information from the respondents by interviewing them.
SA*P%IN." It is not always necessary to collect data from whole universe. + small representative sample may serve the purpose. + sample means a small group should be emanative cross section and really !representative" in character. This selection process is called sampling. SA*P%E SI0E" 2amples are devices for learning about large masses by observing a few individuals. The selected sample is 1//.Iin that sample 1; is males and 0* are females.
*ETHOD O( SA*P%IN.
RANDO* SA*P%IN. *ETHOD The method adopted here is random sampling method. + random sample is one where each item in the universe has as equal chance of nown opportunity of being selected. -929+-C, I@
doc_311123580.doc
1
Customer Perception
Consumers can evaluate a product along several levels. Its basic characteristics are inherent to the generic version of the product and are defined as the fundamental advantages it can offer to a customer. Generic products can be made distinct by adding value through extra features, such as quality or performance enhancements. The final level of consumer perception involves augmented properties, which offer less tangible benefits, such as customer assistance, maintenance services, training, or appealing payment options. In terms of competition with other products and companies, consumers greatly value these added benefits when ma ing a purchasing decision, ma ing it important for manufacturers to understand the notion of a !total pac age" when mar eting to their customers. #or example, when manufacturing automotive parts, a high$ performing product will provide the customer base with basic benefits, while adding spare parts, technical assistance, and s ill training will offer enhanced properties to create a total pac age with increased appeal to consumers. Changing Product Strategies In industrial product development, a mar eting strategy that is flexible and adaptive to changing mar et circumstances stands a greater chance of being effective in the long$term. %roducts and consumer perceptions are variable, so changes in strategy may be required to better address customer needs, technological developments, new laws and regulations, and the overall product life$cycle. &y monitoring external conditions and shifting product development accordingly, a company can better target its consumers and learn to react to their needs. The ma'or factors that can necessitate a change in product strategy include( Customer Pre!erences" #luctuations in the cost of materials, new application requirements, and changing brand awareness are 'ust a few of things that can cause consumer needs to change. )eeping close trac of customer response to a product and ta ing their demands into consideration are important for maintaining mar et share. *
Techno#ogica# Ad$ances" + new technological development can engender a change in a product line, causing products to need modification in order to remain competitive or rendering some products obsolete. #or example, fiber optic cables have replaced older cables in certain applications and many businesses have switched from main frame computers to personal computers. &eing aware of these advances can help a business stay ahead of the curve. %a&s and Regu#ations" The implementation of new governmental regulations can cause certain products or manufacturing methods to be restricted, limiting their consumer appeal. Conversely, new laws can also lend an advantage to certain business and deregulation can sometimes benefit production standards. %roduct development strategies must shift according to the legal landscape. Product %i!e-C'c#es" To preserve the rate of growth in profit and sales, many industrial companies decide to alter, discontinue, or replace older products with newer models or more recent upgrades. These changes are usually made periodically, allowing existing products that reach maturity or decline to be phased out or modified, thus retaining their appeal.
Scope o! the stud'
• • • • The scope is very limited because attitude of the people change according to the time. The study is restricted to both ,yderabad and -anga -eddy .ist and that to among 1// respondents. The study is conducted for 01 days. The study is restricted to certain area. 2o it could not give an accurate picture about +ndhra %radesh of India.
3
NEED (OR THE STUD)
#rom the days of industrial revolution when goods 4 services were produced to the present day, the emphasis has shifted from the producers to the consumer and his needs, and with the consumer becoming more involved, in the mar eting process there is greater need for information regarding the consumer needs. %references and ma ing them satisfied of the products 4 services, has led to a constant but increasing need to conduct mar eting research. This research is an insight into the mind of the consumer, with the help of which the organi5ations will become aware of their pitfalls and in turn can also ma e improvements in the product regarding the level of satisfaction of the consumers towards their offerings in the mar et place. The basic need of this pro'ect is to now the" CONSU*ER PERCEPTION" amongst the respondents, with regard to H)UNDAI 6otors services and its products.
O+,ECTI-ES O( THE STUD)
? To now satisfaction level about 2how room7s modern loo ing equipment and fixtures. ? To now the 2how room physical facilities are visually appealing or not ? To now 2how room convenience to move around the 2how room. ? To now the 2how room people are questions nowledgeable to answer the customer
? To now employees in the 2how room are providing without delay services to the customers. ? To now the 2how rooms can give personal attention to the customers or not. ? To now the 2how room management is immediately responding to customer7s problem. 0
RESEARCH *ETHODO%O.) 8ne of the important tools for conducting mar eting researching is the availability of necessary and useful data. .ata collection is more of an than science the methods of mar eting research are in a way the methods of data collection. The sources of information fall under two categories. Interna# sources" 9very company has to eep certain records such as accounts, records, reports, etc., these records provide sample information which can organi5ations usually eeps collecting in its wor ing.
E/terna# sources( :hen internal records are insufficient and required information is not available, the organi5ations will have to depend on external sources. The external sources of data are( Primar' data" %rimary data are data gathered for a specific purpose or for a specific research report. #or systematically collecting the data the closed end questionnaire is used. The questionnaire consists of questions relating to various aspects of the study for proper data collection the questionnaire is divided into * sections. &oth the sections are meant for the respondent only. Secondar' data" 2econdary data are data that are collected for another purpose and already exist somewhere. .ata pertaining to company is collected from company web site company catalogues and maga5ines. The company profile gives a detailed report of history various products manufacture by its etc.
1
*ETHOD O( RESEARCH SUR-E) *ETHOD" + survey is a complete operation, which requires some technical nowledge survey methods are mostly personal in character. 2urveys are best suited forgetting primary data. The researcher obtains information from the respondents by interviewing them.
SA*P%IN." It is not always necessary to collect data from whole universe. + small representative sample may serve the purpose. + sample means a small group should be emanative cross section and really !representative" in character. This selection process is called sampling. SA*P%E SI0E" 2amples are devices for learning about large masses by observing a few individuals. The selected sample is 1//.Iin that sample 1; is males and 0* are females.
*ETHOD O( SA*P%IN.
RANDO* SA*P%IN. *ETHOD The method adopted here is random sampling method. + random sample is one where each item in the universe has as equal chance of nown opportunity of being selected. -929+-C, I@
doc_311123580.doc