INTRODUCTION

Perhaps the most distinctive skill of professional marketers is their ability to

create, maintain, protect, and enhance brands. Branding is the art and

cornerstone of marketing. The American Marketing Association defines a

brand as: a name, term, sign, symbol, or design, or a combination of them,

intended to identify the goods or services of one seller or group of sellers

and to differentiate them from those of competitors. Thus a brand denitrifies

the seller or maker.

“What distinguished a brand from its unbranded commodity counterparts is

the consumer’s perceptions and feelings about the product’s commodity

counterparts is the consumer’s perceptions and feelings about the product’s

attributed and how they perform. Ultimately, a brand resides in the minds of

consumers. A brand can be better positioned by a associating its name with

desirable benefits.

A brand is much more than a name, logo, colors, a tagline, or symbol .

These are marketing tools tactics. A brand is essentially a marketer’s

promise to deliver a specific set of feature, benefits and services consistently

to the buyers. The marketer must establish a mission for the brand and a

vision of what the brand must be and do.

Brand nodding occur when customers experience the company as delivering

on its benefit promise. The fact is that brands are not built by advertising

but by the brand experience. Brands vary in the amount of power and value

they have in the marketplace. At one extreme are brands that are not known

buy must buyers then there are brands for which buyers have a fairly high

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degree of brand awareness. Beyond this are brands with a high degree of

brand acceptability.

We define brand equity as the positive differential effect that knowing the

brand name has on customer response to the product or service. Brand

equity results in customers showing a preference for one product over

another when they are basically identical. The extent to which customers are

willing to pay more for the particular brand is measure of brand equity.

A brand needs to be carefully managed a so that its equity does not

depreciate. This requires maintaining or improving brand awareness,

perceived quality and functionality, and positive associations. These tasks

require continuous R and D investment, skillful advertising, and excellent

trade and consumer service.

History of Passenger cars in India:

The passenger car in India has been considered as luxury item. Only a rich

and the super rich could afford a car. In the 50’s and 60’s owning a car was

the ultimate statement of having made it in life. There were just 3 major

players namely Hindustan motors, Premier Automobiles and Standard

Motors.

The models they offered were the Baby Hindustan, its later version called

the Ambassador, the Fiat 1100 and the Standard Herald, which fought for

market share in a fairly stagnant market. The Ambassador and the Fiat were

the front-runners with the coming of the third.

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There were other players in other segments like the Wily Jeep and Mahindra

& Mahindra offerings. The late 70’s saw a movement to produce a people

car an attempt to bring the less rich into the fold of the more fortunate ones.

And so a seed was sown called the Maruti 800.

About the Company

HYUNDAI MOTOR COMPANY

A number of players have come in the car industry in few years, many new

models, new services and benefits according to the customer taste and

preference.

A new category continuous to be dominated by the leader like Maruti

Udyog, Hyundai, Daewoo, Fiat, Suzuki, Tata etc., but the consumers may

soon be able to pick up the models of different companies.

In recent years passenger’s car chassis construction has been forced to shape

itself redesigned bodies. While in the field of truck design, body chassis

problem now get simultaneous consideration to a greater extent than ever

before. Cars provided the facility to the owners that are safe, easier to drive,

more reliable and comfortable.

IMPORTENCE OF THE STUDY

The motive of the any company is to generally acquire larger market share

high % of sales the Industry, This could be only achieved by building a

higher % of brand loyal customers.

Any company can survive through there is a stiff computational the market

if its has brand loyal customer. Today many major companies in the market

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if its has brand loyal customers. To day many major companies in the

market try to maintain and improve there branded equity. With out creating

a proper Brand awareness they cannot build brand image.

Strong brands help build the corporate image and also by making it eager for

the companies launch new brands. Today brands are treated, as major

enduring assets of a company-more over brand equity are major contributor

to customer equity. This all can happen only there is proper brand

awareness.

The light four wheeler industry has been expanding rapidly are gone the day

when possessing a small and mid-size cars was seen as a luxury. Now days

it is viewed s a mere necessity.

Scope of the Study

The overall scope of the present study considers all the variables and factors

that have major impact over the customers in considering particular brands.

This especially included how a customer regally evaluate recognizes the

brand and what position particular brand occupies in the customer mind.

This includes how a customer gets attracted towards the brands and what

makes a brand highly significant over their competitive brand. The study

includes how hand awareness among potential customers can be maintained

and improves.

The project has been done in Pune city only. The survey was confined only

to Hyundai customers to presently posses only Santro. The survey was

especially focused on existing Santro owners for finding how they are

influenced by the brand and what made them aware of the brand. After the

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survey was done the data was analyzed and also relevant suggesting were

made in order to improve its brand awareness towards Santro

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COMPANY PROFILE

Hyundai Business Group is a South Korean company, which entered into

business activities way back in 1947 seeing the rapid industrialization and

modernization-taking place around the world. It brought an international

recognition to its country through its operations round the world and paved

its way to modern economic growth.

Hyundai group is composed of 50 subsidiaries like Ship Building,

Engineering & Construction, Heavy Industries, Machinery, Iron and Steel,

Electronics, Aerospace, Telecommunications, Information and Technology,

as well as Financing petrochemicals energy trade and service sectors.

In 1960’s it involved in the construction industry. In 1970, it concentrated on

shipbuilding, automobile, steel and machine industries and laid a foundation

for Korean heavy industry. In 1980, it launched high tech industries such as

electronics robot petroleum, space and aircraft. In 1990, developed new

technologies reformed management and stressed training human resources,

with the aim to become the No.1 Corporation in the world.

AYS Automobiles Pvt, Ltd., started the dealership of Hyundai cars at

Rajahmundry for West Godavari Districts April, 1999. So far, AYS sold

about 309 Santro’s and 100 Accents and 2 Sonato’s. The company’s

turnover till date is around 16 crores.

The company has earned an amount of Rs. 72 lakhs by way of dealer

margins and sale of spares & accessories; by earning profit in the first two

years of operations.

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The workshop is equipped with the latest technology equipments as per

Hyundai specifications and is contributing Rs. 25 lakhs of revenue to the

company. The total value of Machinery & Equipment is worth Rs. 25 lakhs.

The workshop also has an emergency road service to attend complaints 24

hours a day anywhere in the territory. The show room is on the NH-5 and is

designed as per the Hyundai Motor India’s standard pattern and is well lit to

display the cars.

HYUNDAI MOTOR INDIA LIMITED

Hyundai Motor India Limited (HMIL) is a wholly owned subsidiary of

Hyundai Motor Company, S. Korea and is the second largest and the fastest

growing car manufacturer in India. HMIL presently markets over 18 variants

of passenger cars across four models, the Santro in the B segment, the

Accent in the C segment, the Sonata in the E segment and the Terracan in

the SUV segment. The company recorded combined sales of 150,741 units

during calendar year 2003 with both Accent & Santro emerging leaders in

their respective segments.

HMIL’s fully integrated state-of-the-art manufacturing plant near Chennai

boasts some of the most advanced production, quality and testing

capabilities in the country. The company is investing an additional US$ 220

Mn to expand capacity at this plant to 250,000 units a year in line with its

recent designation as HMC’s global export hub for small cars and to cater to

its upcoming product launches India.

HMIL has sold over 500,000 cars in a record time of just over 5 years since

commencement of commercial production in September 1998 and is all set

to emerge as one of largest exporters of passenger cars and components out

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of India. HMIL was recently awarded the benchmark ISO 14001

certification for its sustainable environment management practices.

Hyundai’s fully integrated manufacturing capabilities include:

The Press Shop

A computer controlled line that converts sheet metal to body panels of high

dimensional accuracy and consistency.

The Body Shop

A hi-tech line that builds full body shells from panels. Automated robotic

arms are used for intricate welding operations that ensure superior and

consistent build quality.

The Paint Shop

This is one of the most modern paint shops in the country and uses the

environment friendly water based process for superior and lasting exterior. A

unique process management system followed here helps us deliver the most

extensive colour range, independent of minimum batch requirements,

helping customers get their preferred colour anytime.

The Aluminum Fondry

Forges the engine cylinder blocks for our cars to exacting design

specifications.

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The Engine and Transmission Shop

One of the biggest engine shops in the country, this unit is equipped with the

most modern tooling and testing facilities to make a wide range of engines

in house.

The Plastic Extrusion Unit

Moulds the dashes, bumpers and other plastic components to perfect fit and

finish.

The Plastic Paint Shop

One of the very few manufacturing units in India to have this facility in-

house, Hyundai’s plastic paint shop delivers a high grade finish on exterior

plastic components.

The Test Track

With comprehensive performance testing facilities like rattle testing and

ABS brake testing, this track is designed to meet pre-delivery (PDI)

certification standards to exacting Euro specifications.

Brand-Strategy Decisions:

A company has five choices when it comes to brand strategy. There are line

extensions, brand extensions, multi-brands, new brands and co-brands.

1. Line Extension:

Line Extensions consist of introducing additional items in the same product

category under the same brand name, such as new flavors, forms, colors,

added ingredients and package sizes.

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Brand Extensions:

A company may use its existing brand name to launch new products in other

categories.

1. Multi-Brands:

A Company will often introduce additional brands in the same product

category. Sometimes the company is trying to establish different features or

appeal to different buying motives.

2. New Brands:

When a Company launches products in a new category, it may find that none

of its current brand names are appropriate.

3. Co-Brands

Co-Brands are also called as dual branding, in which two or more well

known brands are combined in an offer. Co-branding takes a variety of

forms. One is ingredient co-branding, Second one is same company co-

branding, Third one is joint venture co-branding. And finally there is

multiple-sponsor co-branding.

Brand Repositioning:

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However well a brand is currently positioned, the company may have to

reposition it later when facing new competitors or changing customer

preferences.

Brand Awareness: Nine Brand Strengtheners:

As Companies become more aware of the importance of brand power, they

wonder how they can strengthen their brands. Most managers think the

answer lies in increasing the advertising budget. But advertising is expensive

and it is not always effective. Advertising is only one of nine ways to build

more brand awareness and brand preference.

Develop creative advertising.

Sponsor well-regarded events.

Invite your customers to join a club .

Invite the public to visit your factory or office

Create your own retail units.

Provide well-appreciated public services.

Give visible support to some social causes.

Be known as a value leader.

Develop a strong spokesperson or symbol to represent the Company.

Brand-Sponsor Decision:

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A manufacturer has several options with respect to brand sponsorship.

The product may be launched as a manufacturer brand (sometimes called as

National Brand), a distributor brand (also called reseller, store, house or

private brand), or a licensed brand name. Another alternative is for the

manufacturer to produce some output under its own name and some under

reseller labels. Manufacturers brands dominate, large retailers and

wholesalers have been developing their own brands by contracting

production from willing manufacturers.

The private brands offer two advantages. First, they are more

profitable. Intermediaries search for manufacturer with excess capacity who

will produce the private labels at a low cost. Other costs, such as research

and development, advertising, sales production and physical distribution are

much lower. This means that the private brands can charge a lower price and

yet make a higher profit margin. Second, retailers develop exclusive store

brands to differentiate themselves from competitors.

Brands vary in the amount of power and value they have in the market place.

At one extreme are brands that are not known by most buyers. Then there

are brands for which buyers have a fairly high degree of brand awareness.

Beyond this are brands with a high degree of brand acceptability. Then there

are brand that enjoy a high degree of brand preference. Finally there are

brands that command an high degree of brand loyalty.

The following are the 5 levels of customer attitudes toward his/her

brand from lowest to highest:

Customer will change brands, especially for price reasons, not brand

loyalty

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Customer is satisfied. No reason to change the brand.

Customer is satisfied and would incur costs by changing brand.

Customer values the brand and sees it as a friend.

Customer is devoted to the brand.

Brand equity is related to how many customers are in classes 3,4 or5. It is

also related to the degree of brand-name recognition, perceived brand

equity, strong mental and emotional associations and other assets such as

patents, trademarks and channel relationships. Companies do not

normally list brand equity on their balance sheet because of the

arbitrariness of the estimate. But clearly brand equity relates to the

premium the brand commands times the extra volume it moves over an

average brand.

The world’s 10 most valuable brands in 1997 in rank order were

coca-cola, Marlboro, IBM, McDonald’s, Disney, Sony, Kodak, Intel,

Gillette and Budweiser.

High brand equity provides a number of competitive advantage:

The Company will enjoy reduced marketing costs because of consumer

brand awareness and loyalty.

The Company will have more trade leverage in bargaining with

distributors and retailers because customers expect them to carry the brand.

The Company can charge a higher price than its competitors because the

brand has higher perceived quality.

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The Company can more easily launch extensions because the brand name

carries high credibility.

The brand offers the company some defense against price competition.

A brand name needs to be carefully managed so that its equity doesn’t

depreciate. This requires maintaining or improving brand awareness

perceived quality and functionality, and positive associations. These tasks

require continuous research and development investment, skillful advertising

and excellent trade and consumer service.

AN OVERVIEW OF BRANDING DECISIONS

Branding Brand Sponsor Brand Name

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Decisions Decisions

Brand Strategy Decisions Brand-Repositioning Decisions

OVER VIEW OF THE INDIAN CAR MARKET

Automobile industry in India is currently experiencing demand for the

vehicles of different types. This is due to volcanic increase in the number of

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Brand No Brand

Manufacturers Brand

Distributors (Pvt) Brand

Individual Names Blanket Family Name Separate Family Company Individual

Names

Line Extension Brand Extension Multi-Brands New Brands Co-Brands

Repositioning No Repositioning

the vehicles of all categories and all types of the vehicles. The reason for this

is the Indian economy which was closed till then.

This is the sectors of the economy which benefited greatly by

globalization and liberalization.

The face of the industry has changed to such an extent just a decade

age one would fail to recognize it as the Indian auto industry. Today the

Indian market does not witness just as Ambassador Fiat competition. Rather

it has become a battle field for it is witnessing cut throat competition

between the world from this brands like FORD, HONDA, MERCEDES,

HYUNDAI, DAEWOO. Infact the leading market leader MARUTI has lost

a sizable crunch of its market share from a magical mesmerizing 80% to

66.2% during the same period.

Hyundai plant was setup in Sriperambundur, 30km outside Chennai in

a record time. This shows a commitment to the Indian customer and Indian

auto industry. The first Hyundai Santro was launched on October 20, 1998.

Santro was set to be the best package for the budget car buyer.

Y.S.KIM (Yang. Soo.Kim) is the Managing Director of Hyundai

Motor India. The Korea and Indian Engineers pore their efforts for the

efforts for the production Santro prototypes. The manufacturing style of

Hyundai Santro has not been the same as Maruti Udyog, which initially

imported C.K.D kits for the first Maruti 800. The manufacturing process

begins with coiled steel arriving from South Korea. The entire auto

industries in India rely on imported steel to manufacture vehicle body

structure, as locally available steel cannot be effective.

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The assemble of the car is mostly manual HMI has set up a allimem

foundry on site to produces cast components like cylinder heads and gear

box casings. The reasons for Hyundai rapid implementation were wholly

owned subsidiary HMI could speed up the decision making process. It did

not have to conduct a local partner which might have slowed things down.

This points towards two things the market has become competitive

and dynamic

1. Even the market leader cannot take its market share and the customers

2. The changing tastes and loyalty of the customers and subsequently the

ultra competition nature of the auto market.

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OBJECTIVES

The study has been conducted with the following objectives in mind:

1. To know how brand awareness made customer to purchase product

(Hyundai car)

2. To know factors and variables of brand influence them to purchase.

3. To know what position does the brands has in the minds of customers.

4. To know how they became aware of the brand (Santro)

5. To know level of satisfaction about the brand awareness ( Santro)

offered by Hyundai.

6. To find out the market potential for Hyundai cars ( Santro).

7. To know how maintain and improve brand awareness build brand

loyalty.

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RESEARCH METHODOLOGY

Methodology adopted for this project work is as follows –

1. Type of Data – Primary Data Secondary Data.

2. Source of Data –Customers of Kothari Hyundai motors

3. Nature of Source of Data – Kothari Hyundai Motors, tilak road, Pune.

4. Data Collection Instrument – Personal Interview with Questionnaire.

5. Type of Data Collection Instrument – Non-Disguised Structured

Questionnaire.

6. Types of Questions – Open ended and Closed ended questions.

7. Sampling Methodology – Random sampling

8. Sample Size – 100.

Type of Data:-

Primary Data: Primary data is such data which is original in nature and

collected by the researcher itself for its own purposes. My project report

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is based on the primary data which is collected through the questionnaire

designed according to customers.

Secondary data: Secondary data is the data which is collected prior to

the present study work. Any data that is available prior to the

commencement of the research project is called secondary data and is

also called historical data. I have collected secondary data from the

website of Hundai and geographical unit- Pune city and some other

research papers and reports.

Type of Data Collection Instrument:-

Structured Questionnaire:- In this type of questionnaire the formal list of

questions to be asked to the respondents to collect facts, views or opinions.

During the course of an interview, the questions are to be asked strictly in

accordance with pre arranged order irrespective of number of interviewers

appointed.

Non-disguised Structured Questionnaire:- Here objective of an inquiry is

disclosed to the respondents. The issue involved is relatively unimportant

and more general in practical nature.

Random Sampling:-

Random sampling means systematic, pre-determined and pre-arranged

methodology is adopted for selection of sampling elements.

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LIMITATIONS

Even though the project has been done without most car, it suffers

from the following limitations.

1. Due to lack of time all customers, could not be contracted.

2. The study has been restricted to Pune city only.

3. As the project is a simple sample study and is confined to 100

customers only, if may or may not pictures the entire customer

feelings.

4. The awareness levels of the customers may change from time to time

and so there is a possibility of changes in the research results.

5. Few customers refused to respond or could not respond appropriately

due to Lack of time, Ignorance etc.,

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DATA ANALYSIS AND INTERPRETATION

1. AGE GROUP

AGE GROUP NO.OF CUSTOMERS PERCENTAGE

25-45 52 52%

45-65 40 40%

65 And Above 8 8%

Total 100 100%

NO.OF CUSTOMERS0

10

20

30

40

50

60

25-45

45-65

65 And Above

Interpretation: From the above table, we can observe that 52% of the

people belongs to 25 – 45 age group, 40% of the people belongs to 45 - 65

age group and 8% of the people belongs to 65 and above. The analysis

shows that most of the people belongs to 25 – 45 age.

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2. GENDER

GENDERNO. OF

CUSTOMERSPERCENTAGE

Male 87 87%

Female 13 13%

Total 100 100%

Interpretation:

From the above table we can observe that among 200 customers 87% are

Males and 13% are Females.

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87%

13%

3. Occupation

OCCUPATION NO.OF CUSTOMERS PERCENTAGE

Business 38 38%

Professional 30 30%

Student 7 7%

Employee 25 25%

Total 100 100%

NO.OF CUSTOMERS05

10152025303540

38

30

7

25

BusinessProfessionalStudentEmployee

Interpretation: From the above table, we see that 38% of the people

belongs to Business, 30% of the people from Professionals, 7% of the people

from students and 25% of the People belongs to Employees. The analysis

shows that major part of the people belongs to Business category.

4. INCOME STATUS (PER ANNUM)

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INCOMENO. OF

CUSTOMERSPERCENTAGE

< 20,000 34 34%

20,000-40,000 52 52%

40,000 & above 14 14%

Total 100 100%

Interpretation: The income status reveals that 34% of them are having less

than 20,000 and 52% of them were between 20,000-40,000 and the

remaining 14% were above 40,000. The analysis shows that the people who

having income per annum in between 20,000-40,000 are more.

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34%

52%

14%

5. FAMILY SIZE

FAMILY SIZENO. OF

CUSTOMERSPERCENTAGE

1-2 10 10%

3-5 78 78%

5 & above 12 12%

Total 100 100%

Interpretation:Family size reveals that 10% of the people are having 1-2

family size, 78% of the people are having 3-5 family size and 12% of the

people are having above 5 family size. The analysis shows that the family

size having 3-5 are using more.

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1 to 2 3 to 5 5 & above0

10

20

30

40

50

60

70

80

90

6. PURPOSE OF PURCHASE

PURPOSENO. OF

CUSTOMERSPERCENTAGE

Utility 45 45%

Necessity 51 51%

Status 4 4%

Total 100 100%

Interpretation:

From the table, we can observe that 45% of the people purchase the car for

the purpose of utility, 51% of the people purchase for necessity and 4%

people purchase for status. The analysis shows that most of the people that is

51% purchase for necessity.

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Utility Necessity Status0

10

20

30

40

50

60

4551

4

7. Factors Influence To Buy Santro

FACTORS NO.OF CUSTOMERS PERCENTAGE

Style 14 14%

Price 18 18%

Brand image 30 30%

Performance 20 20%

Publicity 18 18%

Total 100 100%

NO.OF CUSTOMERS0

5

10

15

20

25

30

StylePriceBrand imagePerformancePublicity

Interpretation:From the table, we can examine that 14% of the people

prefer style, 18% of the people prefer price, 30% of the people opt for

Brand image, 20% of the people have a preference on Performance and

18% of the people opt for Publicity for buying the Santro Car. The analysis

shows most of them consider Brand image while buying.

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8. Influecne To Purchase The Car

FACTORS NO.OF CUSTOMERS PERCENTAGE

Myself 20 30%

Family Members 15 15%

Friends 22 22%

Relatives 5 5%

Advertisements 34 34%

Others 4 4%

Total 100 100%

PERCENTAGE0%

5%

10%

15%

20%

25%

30%

35% 0.3

0.15

0.22

0.05

0.34

0.04

MyselfFamily MembersFriendsRelativesAdvertisementsOthers

Interpretation: 20% of the people are decided to purchase the car on

themselves, 15% of the people are influenced by family members, 22% of

the people are influenced by relatives, 34% of the people are nfluenced by

advertisements and rest of the people are influenced by other factors..

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9. Impact Of Shahrukh Khan On Sales

IMPACTNO. OF

CUSTOMERSPERCENTAGE

Yes 56 56%

No 44 44%

Total 100 100%

Interpretation:

From the table, we see that 56% of the people say that Sharukh Khan has

the impact of increase in sales whereas 44% of the people say that

Sharukh Khan has no impact of increase in sales.

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56%

44%

10.GOOD VALUE

GOOD VALUENO. OF

CUSTOMERSPERCENTAGE

Yes 92 92%

No 8 8%

Total 100 100%

Interpretation:

From the table, we observe that 92% of the people feel that Hyundai

products give Good Value for money whereas 8% of the people feel that

Hyundai products do not give Good Value for money.

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Yes No

0

10

20

30

40

50

60

70

80

90

10092

8

11.PRICING OF THE CAR

PRICING LEVELNO. OF

CUSTOMERSPERCENTAGE

Excellent 5 5%

Good 64 64%

Satisfactory 31 31%

Not satisfied - -

Total 100 100%

Interpretation: From the table, we observe that 5% of the people feel that the

Price of the car is Excellent, 64% of the people feel that it is Good, 31% feel

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Excellent

Good

Satisfactory

it is satisfactory and none of them are dissatisfied with the Price of the

product. The Highest % of the people feel that the Price of the car is Good.

12.Superior To Competitors Cars

SUPERIOR CUSTOMERS PERCENTAGE

Yes 89 89%

No 11 11%

Total 100 100%

Interpretation:

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Yes No0

10

20

30

40

50

60

70

80

90

10089

11

From the table, we can observe that 89% of the people say that Santro car is

superior to competitors cars and 11% says that it is not.

FINDINGS

The following details can be inferred after analysis with a simple size of

100, which included customers, by questionnaire method to find out the

brand awareness towards Santro with reference to AY S HYUNDAI.

Most of the customers relating to Hyundai belong to the category of

employees as they occupy 30% of the entire customers. The next to them

comes industrialists as they occupy 24% of the customers.

Most of the customers have bought the car 2 years back.

The promotional strategy of Hyundai is advertisement of which

electronic media and by press media are playing a vital role.

Out of the models of Hyundai the most popular brand is Santro because it

is possessed by 45% of the customers.

Most of the customers are aware of educational programs that are being

conducted by Hyundai to the maintenance of the car.

Though the customers are having good awareness levels regarding the

programs being conducted by Hyundai, they are not attending the

programs because of various reasons.

The customers find some problem’s regarding the mileage of Santro

while comparing with the remaining models.

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CONCLUSION

1. The market of Hyundai cars (Santro, Accent and Sonata) is growing at

rapid speed. Hyundai being one of the dominating and leading players in

passenger car market is expected to attract significant attention among the

investors.

2.In this Automobile segment there has been heightened competition with

other leading players like Maruti, Honda, Ford and many others.

3.As there was competition in small car industry, there was reduction in

prices of the cars and modifications done with the existing product (e.g.,

Santro to Santro Xing) and were introduced in the market. Hyundai small car

segment has occupied second position in the market share.

4.Majority of the people have informed Brand Awareness toward Santro.

Most of the customers are very much satisfied with the services offered by

the company while few of them are not satisfied due to minor problems of

the car.

5.Many of the students rated the Brand Awareness as excellent very few of

them have rated as satisfactory.

6.All the respondents are very happy with the warranty period given for the

cars by the company but many of them have complaints with the mileage

and seating comfort of the car.

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7.Many of the respondents have stated that the prices charged on services are

high when compare to other company’s services (e.g. Maruti)

Finally the customers are very happy about Brand

Awareness toward Santro.

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SUGGESTIONS

1. Basing on the survey findings and analyzing the attitudes of respondents,

the following suggestions can be given regarding the Brand Awareness

towards Santro.

2. The company has to pursue the complaints of the respondents about the

performance of the car’s engine. This suggestions has been given basing

on the complaints of customers regarding its problems like low mileage

3. Making the Driving seat and Passenger seat more comfortable so that the

driver and passengers could have a comfortable drive.

4. Analyzing the complaints given by many customers regarding

uncomfortable seats has made its suggestion.

5. Transaction and value based loyalty programs can be conducted

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QUESTIONNAIRE

(With Reference to Hyundai Santro)

NAME OF THE RESPONDENT:

ADDRESS OF THE RESPONDENT:

PHONE NO:

1. AGE GROUP:

(a) 25-45 (b) 45-65 (c) 65 & above

2. GENDER:

(a) Male (b) Female

3. OCCUPATION:

(a) Business b) Professional (c) Student (d) Employee

4. INCOME PER ANNUM:

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(a) < Rs. 2,00,000/- b) Rs. 2,00,000/- to Rs. 4,00,000/-

(c) Rs. 4,00,000 and above

5. FAMILY SIZE:

(a) 1-2 b) 3-5 c) 5& above

6. PURPOSE OF PURCHASE OF THIS CAR:

(a) Utility (b) Necessity (c) Status

7. WHAT INFLUENCED TO BUY SANTRO

a) Styling b) Pricing (c) Brand Image

(d) Performance (e) Publicity

8. WHO INFLUENCED YOU TO PURCHASE THE CAR?

(a) Myself (b) Family Members c) Friends

(d) Relatives(e) Advertisements (f) Others

9. WHY DID YOU PURCHASE ONLY SANTRO INSTEAD OF ANY

OTHER SMALL CAR?

(a) Quality b) East to drive

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(c) Comfort d) Technically good

10.DO YOU FEEL THAT BRAND AMBASSADOR SHARUKH KHAN

HAS AN IMPACT ON THE INCREASE IN SALES?

(a) Yes (b) No

11.HOW DO YOU FEEL THE PRICING OF THE CAR?

(a) Excellent b) Good

(c) Satisfactory (d) Unsatisfactory

12.DO YOU FEEL THAT SANTRO IS SUPERIOR TO COMPETITORS

CARS IN THIS SEGMENT?

(a) Yes (b) No

13.YOUR COMMENTS AND SUGGESTIONS, IF ANY?

_____________________________________________________________

_____________________________________________________________

__________

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BIBLIOGRAPHY

Book referred

1. ‘Marketing Management’ by Philip Kotler

Websites referred

1. www.kothrimotors.com

2. www.hyundaimotors.org

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