CHAPTER-6 DATA ANALYSIS, INTERPRETATION AND …shodhganga.inflibnet.ac.in/bitstream/10603/76185/15/16_chapter 6.pdf · Analysis of the data collected from the Respondents i.e customers

235

CHAPTER-6

DATA ANALYSIS, INTERPRETATION

AND TESTING OF HYPOTHESIS

Analysis of the data collected from the Respondents i.e customers of Maruti

Suzuki & Hyundai Motor in Marathwada Region.

Data analysis and interpretation is very crucial part of research. The data analysis and

interpretation for this research is based on the primary data collected from the car

users of Maruti & Hyundai in Marathwada region. In this chapter the responses of

customers are collected by the researcher with the help of questionnaire and analyzed

with the help of IBM SPSS software. This chapter throws light on vital issues like

opinions of customers, perceptions of customers, satisfaction level of customers from

their vehicles, their preferences and expectations, problem about after sales service

and overall buying experience about their vehicle.

The researcher has collected the data from the respondents of Marathwada region who

owned the Maruti & Hyundai car. Marathwada region consists eight districts i.e

Aurangabad, Jalna, Latur, Beed, Nanded, Osmanabad, Parbhani and Hingoli.

The questionnaire consisted 26 questions & the researcher collected the data i.e

answers of those questions from 500 respondents, out of which 476 responses are

considered for data analysis as those 476 respondents given accurate & complete

information whereas remaining 24 respondents has given incomplete and vague

information & they shown lack of interest in providing information, hence those 24

respondents are not considered for data analysis.

While collecting the responses from respondents, researcher tried to collect the

responses from authorized dealers & sub dealers of Maruti Suzuki & Hyundai Motors

in Marathwada region. The detail questionnaire which was used for collection of

information from owners of Maruti Suzuki & Hyundai Motor is discussed here.

The questionnaire framed for the respondents contains questions like- opinion of

respondents about price of vehicle, resale value, fuel efficiency, advertisement and

replacement of vehicle. Few multiple choice questions was related to source of

information, preferences while buying vehicles & post purchase behavior of

236

respondents. And remaining rating type of questions was related to vehicle

satisfaction, after sales service, dealer service etc. The remaining question was related

to general information of respondent’s i.e occupation, annual income, driving

experience etc.

The Questionnaire for customer is attached in Appendix-V

Administration of Test

The survey questionnaire was administered on 500 customers of Marathwada region.

For the appropriate analysis, the SPSS 17 version (Statistical Package for Social

Sciences) was used to derive frequency and percentage after the coding of data was

done. The data then tabulated, analyzed and shown with the help of pie chart and bar

chart.

The following are the analysis of the data collected from respondents of Maruti

Suzuki & Hyundai Motor in Marathwada region.

237

Table 6.1: Occupation of the Respondents

Factor Frequency Percent

Valid Percent

Cumulative Percent

Job / Service 188 39.5 39.5 39.5

Business / Self Employment 242 50.8 50.8 90.3

Student 2 .4 .4 90.8

Farmers 39 8.2 8.2 98.9

Retired 5 1.1 1.1 100.0

Total 476 100.0 100.0

Source: Field Survey, 2012

Chart 6.2: Occupation of the Respondents

The above table disclosed that 50.8 percent respondents are businessman/self

employed while 39.5 percent are engaged in services. The table also depicts that only

1.1 percent respondents are retired whereas 8.2 percent respondents are farmers.

As far as Maruti Suzuki respondents are concerned, it was found that 118

respondents engaged in job, 168 respondents are engaged in business activity, 28

customers are farmers whereas 2 respondents are retired persons. In case of Hyundai

respondents, 70 respondents are involved in job, 74 customers are engaged in

business activities, 11 respondents are farmers and 3 persons are retired. (Table 6.1)

238

Table 6.3: Annual Income of Respondents

Factor Frequency Percent Valid Percent

Cumulative Percent

< 2lakhs 19 4.0 4.0 4.0

2-5 Lakhs 241 50.6 50.6 54.6

> 5 lakhs 216 45.4 45.4 100.0

Total 476 100.0 100.0


Chart 6.4: Annual Income of Respondents

From the above table it was revealed that, the annual income of 50.6 percent of the

respondents are in between 2-5 lakh whereas 216 respondents i.e 45.4 percent

respondent’s annual income are above 5 lakh. Also there are only 19 respondents

whose annual income is less than 2 lakh which is 4 percent as compare to other

respondents. At a glance, the above table depicts that the annual income of

maximum respondents are in between 2-5 lakhs.

As per the SIAM report, rising income level among Indian population lead to

increased affordability, increasing domestic demand for vehicles, especially in the

small car segment. (Table 6.2)

239

Table 6.3: Owned Brand


Cumulative Percent

Maruti 317 66.6 66.6 66.6

Hyundai 159 33.4 33.4 100.0

Total 476 100.0 100.0


Chart 6.3: Owned Brand

The above chart depicted that, out of 476 respondents 66.6 percent respondents i.e

317 are users of Maruti Suzuki vehicles whereas 33.4 percent respondent’s are

users of Hyundai Motor vehicles.

Currently, Maruti Suzuki India Limited and Hyundai Motors India Ltd are the

leaders in Indian automobile market who grabbed major market share because of

their quality vehicles with innovative features (Table 6.3)

240

Table 6.4: Owned Model (Maruti & Hyundai)


Cumulative Percent

800 9 1.9 1.9 1.9

Alto 81 17.0 17.0 18.9

Omni 36 7.6 7.6 26.5

Wagon R 29 6.1 6.1 32.6

Swift 83 17.4 17.4 50.0

Ritz 14 2.9 2.9 52.9

Dezire 26 5.5 5.5 58.4

A-star 5 1.1 1.1 59.5

SX4 7 1.5 1.5 60.9

Zen 9 1.9 1.9 62.8

Ecco 15 3.2 3.2 66.0

Ertiga 3 .6 .6 66.6

Eon 36 7.6 7.6 74.2

Santro 14 2.9 2.9 77.1

I-10 28 5.9 5.9 83.0

I-20 39 8.2 8.2 91.2

Getz 1 .2 .2 91.4

Accent 4 .8 .8 92.2

Verna 37 7.8 7.8 100.0

Total 476 100.0 100.0


From the above table it was disclosed that, out of 317 respondents of Maruti

Suzuki, maximum respondents own Alto car followed by Swift. The above

statistics highlighted that 17 percent respondents own Alto whereas 6.1 percent

respondents own Wagon R model.

The table also depicts that out of 159 respondents of Hyundai Motor, maximum

respondents i.e 8.2 percent respondents own i20 car followed by Verna, 2.9

respondents own Santro whereas 7.6 percent respondents own Eon model. The

newly launched Eon is also the popular model among respondents. (Table 6.4)

241

Table 6.4.1 Owned Model: Maruti Suzuki

Factor Frequency Percent Valid Percent Cumulative

Percent

800 9 1.9 1.9 1.9

Alto 81 17.0 17.0 18.9

Omni 36 7.6 7.6 26.5

Wagon R 29 6.1 6.1 32.6

Swift 83 17.4 17.4 50.0

Ritz 14 2.9 2.9 52.9

Dzire 26 5.5 5.5 58.4

A-star 5 1.1 1.1 59.5

SX4 7 1.5 1.5 60.9

Zen 9 1.9 1.9 62.8

Eeco 15 3.2 3.2 66.0

Ertiga 3

317

.6

66.7

.6

66.7

66.6


Chart 6.4.1 Owned Model: Maruti Suzuki

The above graph depicted that out of 317 respondents of Maruti Suzuki (*66.7

percent) 83 respondents own Swift car, 36 respondents own Omni car. Today the

customers prefer the vehicles on the basis of its attractive & unique features. It

242

was found that, 17 percent respondents preferred Alto car due to its best mileage

whereas 3.2 percent respondents own Eeco because of its multipurpose use.

From the above table it was also found that 1.1 percent respondents own A-Star,

1.5 percent respondents own SX4 model whereas 2.9 percent respondents own

Ritz model.

Maruti Suzuki has launched upgraded version of Swift and Swift Dzire along

with Alto 800 which has been preferred and appreciated by respondents. In 2012,

Maruti Suzuki launched its LUV i.e Life Utility Vehicle Ertiga.

The above table highlighted that .6 percent respondents own Ertiga. (Table 6.4.1)

[*- The above 6.4.1 table is separate breakup of Maruti models from table 6.4)

Table 6.4.2 Owned Model: Hyundai Motors

Factor Frequency Percent Valid Percent Cumulative

Percent

Eon 36 7.6 7.6 74.2

Santro 14 2.9 2.9 77.1

I-10 28 5.9 5.9 83.0

I-20 39 8.2 8.2 91.2

Getz 1 .2 .2 91.4

Accent 4 .8 .8 92.2

Verna 37 7.8 7.8 100.0

159 33.4 33.4


243

Chart 6.4.2 Owned Model: Hyundai Motors

From the above chart it was disclosed that out of 159 respondents of Hyundai

(*33.4 percent), 8.2 percent respondents own i-20 car, .2 percent respondents

own Getz model whereas .8 percent customers own Accent car.

The above table also depicts that 28 respondents own i-10 car, 7.6 percent

respondents own Eon car, 7.8 percent respondents own Verna model whereas

2.9 percent i.e 14 respondents own Santro car. (Table 6.4.2)

[*- The above 6.4.2 table is separate breakup of Hyundai models from table 6.4]

244

Table 6.5: Price of Vehicles


Cumulative Percent

<= 300000 18 3.8 3.8 3.8

300001-600000 266 55.9 55.9 59.7

600001-900000 150 31.5 31.5 91.2

900001 + 42 8.8 8.8 100.0

Total 476 100.0 100.0


Chart 6.5: Price of Vehicles

From the above table it was disclosed that out of 476 respondents, 266 respondents

i.e 55.9 percent respondent’s vehicle price is ranged in between Rs.3,00,001-

6,00,000 lakhs whereas vehicle price of 8.8 percent respondents is ranged above

Rs.9,00,000 lakhs.

It was also revealed that there are 150 respondents whose vehicle price is in

between Rs.6,00,001-Rs.9,00,000 lakhs whereas there are only 3.8 percent

respondents whose vehicle price is ranged below Rs.3,00,000 lakhs. (Table 6.5)

245

Table 6.6: Fuel Efficiency/Mileage


Cumulative Percent

<=12.00 1 .2 .2 .2

12.01-15.00 45 9.5 9.5 9.7

15.01-18.00 135 28.4 28.4 38.0

18.01-21.00 253 53.2 53.2 91.2

21.01 +

Total

42

476

8.8

100.0

8.8

100.0

100.0


Chart 6.6: Fuel Efficiency/Mileage

From the above chart it was disclosed that, out of 476 respondents, 53.2 percent

respondent’s opined that the fuel efficiency of their vehicles is ranged in between 18

to 21 kilometer per liter where as 8.8 percent respondent told that the fuel efficiency

of their vehicles is above 21 kilometer per liter. 9.5 percent respondents agreed that

the fuel efficiency of their vehicles is in between 12-15 kilometer per liter. In a

survey it was found that customers today are very much conscious about fuel

efficiency & due to increasing prices of petrol and diesel they prefer fuel efficient

vehicle. As far as Maruti Suzuki is concerned, the customer preferred 800, Alto and

Wagon R vehicles because of its best mileage whereas many customers preferred

Eon and Santro vehicle because of its nice fuel efficiency. (Table 6.6)

246

Table 6.7: How long you are driving your vehicle


Cumulative Percent

> 1 year 313 65.8 65.8 65.8

1-3 year 141 29.6 29.6 95.4

3-5 year 13 2.7 2.7 98.1

< 5 year 9 1.9 1.9 100.0

Total 476 100.0 100.0


Chart 6.7: How long you are driving your vehicle

The above chart depicts that, out of 476 respondents, 65.8 percent respondents are

driving their vehicles since less than one year and 29.6 percent respondents are

driving their vehicles since past 1-3 years.

It is also found that, in view of 2.7 percent respondents, they are driving their vehicle

since last 3-5 years whereas according to 1.9 percent respondents, they are driving

their vehicles from more than 5 years. (Table 6.7)

247

Table 6.8: Source of Information


Cumulative Percent

TV advertisement 91 19.1 19.1 19.1

News papers 91 19.1 19.1 38.2

Magazines 102 21.4 21.4 59.7

Internet 30 6.3 6.3 66.0

Friends & Relatives 156 32.8 32.8 98.7

Others 6 1.3 1.3 100.0

Total 476 100.0 100.0


Chart 6.8: Source of Information

It is a phenomenon that, before purchase anything, customer generally gathers the

information from various possible sources around him.

The above table illustrates that 32.8 percent i.e 156 respondents’ came to know

about their vehicle through source of their friends and relatives’, it means that this

source of information is considered as most reliable source according to customer’s

point of view. Also 19.1 percent respondents came to know about their vehicle

through news papers whereas in view of 19.1 percent respondents, TV

advertisement is the effective source of information for them.

248

It was noticed that out of 317 Maruti respondents, 122 respondents came to know

about their vehicle through their friends and relatives, 58 respondents agreed that

they came to know about their vehicle via TV advertisement, 11 respondents told

that they came to know about their vehicle through Internet, 71 respondents came to

know through newspaper whereas in view of 48 respondents, Magazine is the

effective source of information.

The table depicts that out of 159 Hyundai respondents, 33 respondents came to

know about their vehicle through TV, 21 respondents came to know via

newspapers, 52 respondents agreed that they came to know about their vehicle

through magazines, 19 respondents came to know by way of Internet whereas 34

respondents opined that friends and relatives are the most reliable source of

information for them.

It was also noticed that, in view of respondents, magazines plays vital role in

creating awareness about vehicles & considered as one of the best & reliable source

of information. (Table 6.8)

249

Table 6.9: Delivery of vehicle with fulfilling all features at the time of

Sales


Cumulative Percent

Yes 468 98.3 98.3 98.3

No 8 1.7 1.7 100.0

Total 476 100.0 100.0


Chart 6.9: Delivery of vehicle with fulfilling all features at the time of

Sales

From the above it was noticed that, in view of 98.3 percent respondents their

vehicles were delivered with all features promised at the time of sales whereas 1.7

percent respondents opined that their vehicles were not delivered with all features

promised at the time of sales.

It was found that out of 468 agreed respondents, 309 respondents are Maruti

customers whereas 159 are Hyundai respondents. Also all 1.7 percent respondents

who opined that their vehicle was not delivered with all features promised at the

times of sales are Maruti customers. (Table 6.9)

250

Table 6.10: Customer Preferences while buying vehicle


The details of above parameters (a…h….m) are indicated as follows:

a) Easy availability of Vehicle

b) Comfort & Convenience

c) Competitive Price and Discount

d) Financing Options

e) Fuel efficiency

f) Safety features

g) Better after sales service

h) Availability of Spare parts

i) Interior

j) Exterior

k) Resale Value

l) Demand of Vehicle

m) Image of Company

Customers generally prefer vehicles on specific parameters & features which help

them in making right decision. During survey the customers were asked about their

preferences while buying vehicle and it was noticed that every respondent preferred

his/her vehicle on the basis of various parameters i.e more than one parameters.

In view of Maruti Suzuki respondents, it was disclosed that, 229 respondents preferred

Maruti vehicles on the basis of fuel efficiency while 225 respondents preferred Maruti

vehicles because of better after sales service. It was found that there are only 14

customers who agreed that they have preferred Maruti vehicles because of its good

resale value and 115 customers opined that they have preferred Maruti vehicles

because of good Image of company. From the above table it was also noticed that 119

�a B c d E F g h i j k l m

�� 95 199 83 36 229 52 225 119 112 133 14 118 115

�� 38 145 15 1 127 87 74 15 141 139 0 43 74

251

customers preferred Maruti vehicles due to easy availability of spare parts whereas 83

customers preferred Maruti vehicle because of its competitive price.

In case of Hyundai respondents the above table illustrates that there are 145

respondents who have preferred their Hyundai vehicles because of comfort and

convenience & 141 respondents opined that they have preferred Hyundai vehicles

because of its nice Interior.

Today, safety features is also an integral and important aspect while buying vehicle.

The above table highlighted that 87 respondents have preferred Hyundai vehicle

because of its Safety features whereas 74 customers have preferred their Hyundai

vehicle because of its better after sales service.

The table indicates that 43 respondents have preferred their Hyundai vehicles because

of demand of vehicles whereas 127 respondents have preferred their vehicle on the

basis of fuel efficiency. (Table 6.10)

252

Table 6.11: Post purchase behavior of respondent about features of

vehicles.


The details of above parameters (a…c….g) are indicated as follows:

a) Comfort & Convenience

b) Fuel efficiency

c) Resale value

d) Safety features

e) Less Maintenance

f) Good Interior

g) Better Exterior (Aesthetic)

Post purchase behavior is very vital task which help companies in understanding the

opinions, views, likes and dislikes of customers. A careful investigation of post

purchase behavior may help the companies in upgrading their vehicles according to

the expectations of customers.

The above table revealed that, in view of 226 Maruti respondents, fuel efficiency is

the vital feature of their vehicles whereas according to the experience of 212

respondents their vehicle is having less maintenance. Also 157 respondents agreed

that their vehicle is equipped with good interiors whereas 156 respondents stated that

the exterior of their vehicle is very nice.

As far as Hyundai respondents are concerned, the fact came into light that, according

to the experience of 157 respondents, comfort & convenience is the most vital

feature of their vehicles whereas 135 respondents stated that fuel efficiency is the

most vital features of their vehicle. Also 141 respondents experienced that exterior of

their vehicle is better i.e it is one of the important features of their vehicle &

according to the experience of 87 respondents; their vehicle is equipped with good

safety features. (Table 6.11)

�a b c D e f g

Maruti 243 226 30 62 212 157 156

Hyundai 157 135 1 87 95 146 141

253

Table 6.12: Opinion about Price of Vehicle


Valid Percent

Cumulative Percent

Lower 9 1.9 1.9 1.9

Affordable 188 39.5 39.5 41.4

Excessive 86 18.1 18.1 59.5

Competitive 193 40.5 40.5 100.0

Total 476 100.0 100.0


Chart 6.10: Opinion about Price of Vehicle

The above table depicts that in view of 40.5 percent respondents the price of their

vehicle is competitive whereas 18.1 percent respondents opined that the price of their

vehicle is excessive. Only 1.9 percent i.e 9 respondents thought that the price of their

vehicle is lower whereas in view of 39.5 percent respondents, the price of their

vehicle is affordable.

It was also noticed that in case of Maruti Suzuki, 141 respondents stated that the price

of their vehicle is affordable, 103 respondents agreed that the price of their vehicle is

competitive, 64 respondents opined that the price of their vehicle is excessive whereas

in view of 9 respondents, the price of their vehicle is lower.

254

In view of Hyundai respondents, 47 respondents opined that the price of their vehicle

is affordable, 90 respondents agreed that the price of their vehicle is competitive

whereas 22 respondents stated that the price of their vehicle is excessive. (Table 6.12)

Table 6.13: Opinion about investment in advertisement & Brand

ambassadors


Cumulative Percent

Yes 376 79.0 79.0 79.0

No 100 21.0 21.0 100.0

Total 476 100.0 100.0


Chart 6.11: Opinion about investment in advertisement & Brand

ambassadors

In case of above chart, 79 percent respondents stated that, investment in

advertisement and brand ambassadors is fruitful whereas 21 percent respondents

opined that investment in advertisement and brand ambassadors is not fruitful.

In a survey it was noticed that 21 percent respondents consists of 79 Maruti

255

customers and 21 Hyundai customers whereas 79 percent respondents who opined

that investing in advertisement is fruitful consists of 238 Maruti customers and

138 Hyundai customers.

During survey few Maruti customers stated that there is no need to invest in

advertisement & brand ambassadors as the company has already created a good

brand name in Indian automobile market. (Table 6.13)

Table 6.14: Features that help build a good brand image of vehicle according to respondent


The details of above parameters (a…e….i) are indicated as follows:

a) Fuel efficiency

b) Competitive Price & Discount

c) Good after sales service

d) Resale Value

e) Safety Features

f) Comfort & Convenience

g) Good Interior & Exterior

h) Less Maintenance

From the above table it was revealed that, in opinion of 273 Maruti respondents, fuel

efficiency is vital feature which help to build a good brand image whereas 164

respondents opined that Good Interior & Exterior is important features that enhance

the brand image of vehicles. Also 116 Maruti respondents opined that, competitive

price & discount is vital feature which creates good brand image of vehicles.

In case of Hyundai vehicles, 146 respondents stated that comfort & convenience

a B C d e f g h

Maruti 273 116 267 15 29 212 164 199

Hyundai 135 26 98 0 93 146 139 99

256

feature boosts the brand image of vehicles whereas 93 respondents opined that safety

feature is the important feature that really builds a good brand image of vehicle. It

was noticed that according to 26 Hyundai respondents, competitive price is an

important feature which creates good brand image of vehicles whereas in view of 98

Hyundai respondents, good after sales service is crucial feature that builds good

brand image of vehicle. (Table 6.14)

257

Table 6.15: Overall Vehicle Satisfaction on 1-5 Scale.


Cumulative Percent

Not Satisfied 1 .2 .2 .2

Least satisfied 5 1.1 1.1 1.3

Satisfied 177 37.2 37.2 38.4

Good Satisfied 53 11.1 11.1 49.6

Highly Satisfied 240 50.4 50.4 100.0

Total 476 100.0 100.0


Chart 6.12: Overall Vehicle Satisfaction on 1-5 Scale.

As far as overall vehicle satisfaction is concerned it was disclosed from above chart

that, 37.2 percent respondents are overall satisfied with their Vehicle, 50.4 percent

i.e 240 respondents opined that they are highly satisfied with their vehicle, 0.2

percent respondent is not satisfied with their vehicle whereas 1.1 percent i.e 5

respondents stated that they are least satisfied with their vehicle.

In case of Maruti respondents, it was found that, 196 respondents are highly

satisfied, 20 respondents are good satisfied, 96 respondents agreed that they are

satisfied, 4 respondents told that they are least satisfied whereas 1 customer is not

258

satisfied with their vehicle. In case of Hyundai respondents, it was observed that 44

respondents are highly satisfied, 33 respondents agreed that they are good satisfied,

81 respondents told that they are satisfied whereas one customer is least satisfied

with their vehicle. (Table 6.15)

Table 6.16: Problem about after sales service


Cumulative Percent

Yes 36 7.6 7.6 7.6

No 440 92.4 92.4 100.0

Total 476 100.0 100.0


Chart 6.13: Problem about after sales service

The above chart disclosed that, 7.6 percent respondents have faced problems

regarding after sales service whereas 92.4 percent i.e 440 respondents opined that

they have not faced any problem regarding after sales service. During survey it was

found that, few Maruti respondents are not satisfied regarding after sales service

provided by Maruti Suzuki dealers.

259

In case of Maruti Suzuki, 286 respondents opined that they have not faced any

problem regarding after sales service whereas 31 respondents stated that they have

faced problem regarding after sales service.

In case of Hyundai respondents, 154 respondents acknowledged that they have not

faced any problem regarding after sales service whereas 5 respondents opined that

they faced problem regarding after sales service. (Table 6.16)

Table 6.17: Rating of overall after sales service on 1-5 scale


Cumulative Percent

Not Satisfied 4 .8 .8 .8

Least Satisfied 11 2.3 2.3 3.2

Satisfied 405 85.1 85.1 88.2

Good Satisfied 33 6.9 6.9 95.2

Highly Satisfied 23 4.8 4.8 100.0

Total 476 100.0 100.0


Chart 6.14: Rating of overall after sales service on 1-5 scale

260

As far as overall after sales service rating is concerned, it was clear from above chart

that, 85.1 percent i.e 405 respondents are satisfied with overall after sales service, 4.8

percent respondents are highly satisfied whereas 0.8 percent respondents are not

satisfied with overall after sales service.

The chart revealed that, 2.3 percent i.e 11 respondents are least satisfied with overall

after sales service whereas 6.9 percent respondents are good satisfied with overall

after sales service.

In a survey it was noticed that, out of 317 Maruti respondents, 275 respondents are

satisfied, 17 are highly satisfied, 11 respondents are good satisfied, 10 respondents

agreed that they are least satisfied whereas 4 respondents opined that they are not

satisfied with overall after sales service provided by Maruti dealers.

In view of Hyundai respondents, 130 respondents stated that they are satisfied, 22

respondents acknowledged that they are good satisfied, 6 respondents told that they

are highly satisfied whereas 1 respondent mentioned that he is least satisfied

regarding overall after sales service provided by Hyundai dealers. (Table 6.17)

261

Table 6.18: Reference of Brand to Friends and Social class


Valid Percent

Cumulative Percent

Yes 467 98.1 98.1 98.1

No 9 1.9 1.9 100.0

Total 476 100.0 100.0


Chart 6.15: Reference of Brand to friends and Social class

The above chart disclosed that, 98.1 percent i.e 467 respondents would like to

refer their vehicle brand to their friends whereas 1.9 percent respondents stated

that they would not like to refer their brand to their friends and social class.

In a survey it was found that, out of 98.1 percent respondents, 309 are Maruti

respondents whereas 158 are Hyundai respondents. It was also noticed that out of

1.9 percent respondents, 8 are Maruti respondents and one is Hyundai respondent.

(Table 6.18)

262

Table 6.19: Rating of Services provided by Dealer on 1-5 scale


Valid Percent

Cumulative Percent

Poor 2 .4 .4 .4

Average 17 3.6 3.6 4.0

Good 337 70.8 70.8 74.8

Very Good 105 22.1 22.1 96.8

Excellent 15 3.2 3.2 100.0

Total 476 100.0 100.0


Chart 6.16: Rating of services provided by dealer on 1-5 scale

It was disclosed from above chart that, in view of 70.8 percent respondents, the

dealers have provided them good services whereas 0.4 percent respondents stated

that the dealers have provided them poor service. It was also noticed that

according to 3.2 percent respondents the dealer have offered them excellent

service whereas 3.6 percent respondents opined that they received average service

from dealers.

It was also observed that, 22.1 percent respondents are satisfied with the dealer

263

services and they stated that the dealer have provided them very good service.

In a survey it was noticed that, in view of 245 Maruti respondents, the dealer have

provided them good service, 49 respondents stated that they got good services

from dealer, 13 respondents stated that the dealers have provided them an average

service, 8 respondents stated that the dealers have provided them excellent service

whereas 2 respondents opined that the dealers have given them poor service.

In case of Hyundai respondents it was noticed that, in view of 92 respondents the

dealers provided them good services, 56 respondents stated that the dealers have

provided them very good services, 07 respondents opined that the dealer have

provided them excellent services whereas 4 respondents agreed that the dealer

provided them just average service. (Table 6.19)

264

Table 6.20: Resale value of vehicle compared to competitor


Valid Percent

Cumulative Percent

Yes 401 84.2 84.2 84.2

No 75 15.8 15.8 100.0

Total 476 100.0 100.0


Chart 6.17: Resale value of vehicle compared to competitor

From the above chart it can be seen that, in view of 84.2 percent respondents, their

vehicle is having good resale value compared to competitors whereas 15.8 percent

respondents stated that their vehicle is not having good resale value as compared to

the competitors.

As far as Maruti respondents are concerned, 270 respondents opined that there

vehicle possess good resale value than competitor whereas 47 respondents agreed

that their vehicle does not possess good resale value as compared to competitors. In

case of Hyundai respondents, 131 respondents acknowledged that their vehicle is

having good resale value than competitors whereas 28 respondents opined that their

vehicle does not possess good resale value as compared to competitors. (Table 6.20)

265

Table 6.21: Influencing factor for increasing the demand of car


Valid Percent

Cumulative Percent

Price 36 7.6 7.6 7.6

Fuel Efficiency 193 40.5 40.5 48.1

Comfort 211 44.3 44.3 92.4

Resale Value 5 1.1 1.1 93.5

Durability 31 6.5 6.5 100.0

Total 476 100.0 100.0


Chart 6.18: Influencing factor for increasing the demand of car

From the above table it was disclosed that according to the opinion of 44.3

percent respondents, comfort is the most influencing factor for increasing the

demand of car whereas 40.5 percent respondent’s opined that fuel efficiency is

the vital influencing factor for increasing the demand of car. It was also noticed

that in view of 7.6 percent respondents, price is the essential influencing factor

which enhance the demand of car whereas in view of 6.5 percent respondent’s

durability is an essential influencing factor which increases the demand of car.

266

In view of Maruti respondents, 151 respondents opined that fuel efficiency is

major influencing factor, 124 respondents stated that comfort is the vital

influencing factor whereas 24 respondents opined that durability is vital

influencing factor which increases the demand of car. It was noticed that

according to 5 respondents resale value is the vital influencing factor whereas 13

respondents stated that price is the crucial influencing factor that increases the

demand of car.

In case of Hyundai respondents, the fact came into light that, according to 87

respondents comfort is the most influencing factor, in view of 42 respondents

fuel efficiency is the influencing factor, 23 respondents stated that price is the

vital influencing factor whereas 7 respondents agreed that durability is important

influencing factor which enhances the demand of car. (Table 6.21)

267

Table 6.22: Demand of Vehicle is depend on Resale Value


Valid Percent

Cumulative Percent

Yes 129 27.1 27.1 27.1

No 347 72.9 72.9 100.0

Total 476 100.0 100.0


Chart 6.19: Demand of Vehicle is depend on Resale Value

From the above chart it was disclosed that, in view of 27.1 percent i.e 129

respondents, the demand of vehicle depends on resale value whereas 72.9 percent i.e

347 respondent opined that the demand of vehicle not depends on resale value.

In case of Maruti respondents, 123 respondents opined that the demand of vehicle

depends on resale value whereas 194 respondents acknowledged that the demand of

vehicle never depends on resale value. In case of Hyundai respondents, only 6

respondents agreed that demand of vehicle depends on resale value whereas 153

respondents stated that the demand of vehicle not depends on resale value.

(Table 6.22)

268

Table 6.23: Demand of Vehicle is depend on Fuel Efficiency


Cumulative Percent

Yes 460 96.6 96.6 96.6

No 16 3.4 3.4 100.0

Total 476 100.0 100.0


Chart 6.20: Demand of Vehicle is depend on Fuel Efficiency

From the above chart it was noticed that, in opinion of 96.6 percent respondents,

demand of vehicle depends on fuel efficiency whereas 3.4 percent i.e 16

respondents stated that the demand of vehicle not depend on fuel efficiency.

In view of 309 Maruti respondents, it was observed that, demand of vehicle depends

on fuel efficiency whereas 8 respondents agreed that the demand of vehicle not

depends on fuel efficiency. In case of Hyundai respondents, 8 respondents stated

that demand of vehicle never depends on fuel efficiency whereas 151 respondents

stated that the demand of vehicle depends on fuel efficiency. (Table 6.23)

269

Table 6.24: Replacement of vehicle in future


Cumulative Percent

Yes 59 12.4 12.4 12.4

No 417 87.6 87.6 100.0

Total 476 100.0 100.0


Chart 6.21: Replacement of vehicle in future

From the above chart it was found that, 12.4 percent respondents are agreed to

replace their vehicle in future whereas 87.6 percent respondents stated that they

would not like to replace their vehicle in future.

In above table 87.6 percent i.e 417 respondents consists of 271 Maruti respondents

and 146 Hyundai respondents whereas 12.4 percent respondents consists of 46

Maruti respondents and 13 Hyundai respondents. (Table 6.24)

270

Table 6.25: Overall buying experience


Valid Percent

Cumulative Percent

Better than I expected 278 58.4 58.4 58.4

About the same I expected 194 40.8 40.8 99.2

Worse than I expected 4 .8 .8 100.0

Total 476 100.0 100.0


Chart 6.22: Overall buying experience

From the above chart it was found that, in opinion of 58.4 percent respondents, their

overall buying experience is better than their expectations whereas 40.8 percent i.e

194 respondents opined their overall buying experience as the same they have

expected. It was also noticed that, overall buying experience of .8 percent

respondents, is worse than their expectations.

During survey it was observed that, as far as Maruti respondents are concerned, 187

respondents thought that their overall buying experience is better than their

expectations, 128 respondents opined their overall buying experience as same i.e

matched with their expectation and 2 respondents stated that, their overall buying

experience is worse than their expectation.

271

As far as Hyundai respondents are concerned, 91 respondents opined that, their

overall buying experience is better than their expectations, 66 respondents opined

their overall buying experience as same i.e matched to their expectation and only 2

respondents stated that their overall buying experience is worse than their

expectation. (Table 6.25)

272

TESTING OF HYPOTHESES

While studying the performance evaluation of automobile industry with reference to

Maruti and Hyundai in Marathwada region, the following hypotheses were

considered by the researcher. The following 03 hypotheses are tested with the help

of statistical tools like ANOVA, Chi square test & Levene’s test. Those hypotheses

have been explained as follows:

Hypothesis 1. There is Positive Association Between Price and Customer

Satisfaction of the auto products of both the auto companies

i.e. Maruti & Hyundai

H0: There is No Association between Price and Customer Satisfaction of the auto

products of both the auto companies i.e. Maruti & Hyundai.

Ha: There is Positive Association between Price and Customer Satisfaction of the

auto products of both the auto companies i.e. Maruti & Hyundai

For the above Hypothesis the researcher would like to test whether there is any

association/relationship between “Price of the Car” and Customer Satisfaction.

Level of Significance = 0.05

Levene’s test

One important part of the output is a summary table of Levene's test. This test is

designed to test the null hypothesis that the variances of the groups are the same. In

this case Levene's test is testing whether the variances of the groups are significantly

different.

273

Table 6.26

Test of Homogeneity of Variances

Price of Vehicle

Levene Statistic df1 df2 Sig.

2.731 3 471 .043

Here the Levene's test is not significant (i.e. the value of sig. is less than 0.05) hence

the researcher can say that the variances are insignificant. It would means that we

had violated the assumptions of ANOVA.

Main ANOVA

SPSS/PASW Output shows the main ANOVA summary table. The table is divided

into between group effects (effects due to the experiment) and within group effects

(this is the unsystematic variation in the data). The between the groups effect is the

overall experimental effect (Association between Price and Customer Satisfaction of

the auto products of Maruti & Hyundai). In this row researcher explained the sums

of squares for the model (SSM).

The sum of squares for the model represents the total experimental effect whereas

the mean squares for the model represent the average experimental effect. The row

labelled within groups give details of the unsystematic variation within the data. The

table tells us how much unsystematic variation exists (the residual sum of squares,

SSR). It then gives the average amount of unsystematic variation, the residual mean

squares (MSR). The test of whether the group means are the same is represented by

the F-ratio for the combined effect between the groups. The value of this ratio is

3.271. Finally SPSS/PASW tells us whether this value is likely to have happened by

chance.

274

Table 6.27

ANOVA

Price of Vehicle Sum of Squares df Mean Square F Sig.

Between Groups 573990551626.343 4 143497637906.586 3.271 .012

Within Groups 20664853608037.523 471 43874423796.258

Total 21238844159663.867 475

The final column labelled sig. indicates how likely it is that an F-ratio of that size

would have occurred by chance. In this case, there is a probability of 0.012 that an

F-ratio of this size would have occurred by chance (that’s less than a 5% chance).

Hence, because the observed significance value is less than .05, the researcher can

say that there is positive association between price and customer satisfaction of the

auto products of both the auto companies i.e. Maruti & Hyundai.

Therefore, researcher rejected the null hypothesis and infers that there is Positive

Association between Price and Customer Satisfaction of the auto products of both

the auto companies i.e. Maruti & Hyundai

Inferences-

As per the responses collected from car owners in Marathawada Region, the

ANOVA Test statistics rejected the Null Hypothesis. It means there is positive

association between Price and Customer Satisfaction of the auto products of both

the auto companies i.e. Maruti & Hyundai. Thus, the research hypothesis is rejected.

275

Hypothesis 2. There is Significant Association Between Fuel efficiency

and Demand for the auto products of both the auto

companies

H0: There is No Significant Association between Fuel efficiency and Demand for

the auto products of both the auto companies

Ha: There is Significant Association between Fuel efficiency and Demand for the

auto products of both the auto companies

For the above Hypothesis the researcher would like to test whether there is any

association/relationship between “Fuel Efficiency” and Demand


Levene’s test

One important part of the output is a summary table of Levene's test. This test is

designed to test the null hypothesis that the variances of the groups are the same. In

this case Levene's test is testing whether the variances of the groups are

significantly different.

Table 6.28

Test of Homogeneity of Variances

Fuel Efficiency

Levene Statistic df1 df2 Sig.

.369 1 474

.544

Here the Levene's test is significant (i.e. the value of sig. is greater than 0.05),

276

hence the researcher can say that the variances are significant. It would mean that

researcher had untainted the assumptions of ANOVA.

Main ANOVA

SPSS/PASW Output shows the main ANOVA summary table. The table is

divided into between group effects (effects due to the experiment) and within

group effects (this is the unsystematic variation in the data). The between the

groups effect is the overall experimental effect (Association between Fuel

efficiency and Demand for the auto products of Maruti & Hyundai). In this row

the researcher explained the sums of squares for the model (SSM).

The sum of squares for the model represents the total experimental effect whereas

the mean squares for the model represent the average experimental effect. The

row labelled within groups give details of the unsystematic variation within the

data. The table tells us how much unsystematic variation exists (the residual sum

of squares, SSR). It then gives the average amount of unsystematic variation, the

residual mean squares (MSR). The test of whether the group means are the same is

represented by the F-ratio for the combined effect between the groups. The value

of this ratio is 6.122. Finally SPSS/PASW tells us whether this value is likely to

have happened by chance.

Table 6.29

ANOVA

Fuel Efficiency Sum of

Squares Df Mean

Square F Sig.

Between Groups 24.986 1 24.986 6.122 .014

Within Groups 1934.465 474 4.081

Total 1959.451 475

277

The final column labelled sig. indicates how likely it is that an F-ratio of that size

would have occurred by chance. In this case, there is a probability of 0.014 that

an F-ratio of this size would have occurred by chance (that’s less than a 5%

chance). Hence, because the observed significance value is less than .05 the

researcher can say that there is Significant Association between Fuel efficiency

and Demand for the auto products of both the auto companies i.e. Maruti &

Hyundai.

Therefore, the researcher rejected the null hypothesis and infers that there is

Significant Association between Fuel efficiency and Demand for the auto

products of both the auto companies i.e. Maruti Suzuki & Hyundai Motors.

Inferences-

As per the responses collected from car owners in Marathawada Region, the

ANOVA Test statistics rejected the Null Hypothesis. It means there is Significant

Association between Fuel efficiency and Demand for the auto products of both

the auto companies i.e. Maruti & Hyundai.

278

Hypothesis 3. Demand of Vehicle Depends upon Resale Value

H0: Demand of Vehicle not Depend upon Resale Value

Ha: Demand of Vehicle Depend upon Resale Value

For the above Hypothesis the researcher would like to test, whether there is any

association/relationship between “Resale Value” and “Demand”


Table 6.30

Cross Tabulation

Demand of Vehicle is

depend on Resale Value

Total

Yes No Do you think that there is good resale value of your vehicle

Yes 118 283 401 No

11

64

75

Total 129 347 476

The cross tabulation shows the frequency of each response from the car owners

with respect to resale value & demand of vehicle.

279

Table 6.31

Chi Square Test

Value Df Asymp. Sig. (2-sided)

Pearson Chi-Square 6.967 1 .008 Likelihood Ratio 7.730 1 .005 Fisher's Exact Test Linear-by-Linear Association

6.952 1 .008

N of Valid Cases

476

The two-sided asymptotic significance of the chi-square statistic is 0.008, This

Means that Demand of Vehicle positively Depend upon Resale Value.

Therefore, the researcher rejected the null hypothesis and infer that Demand of

Vehicle Depend upon Resale Value.

Inferences-

As per the responses collected from car owners in Marathwada Region, the Chi-

square statistics rejected the Null Hypothesis. It means the Demand of Vehicle

Depends upon Resale Value.

Documents

CHAPTER-6 DATA ANALYSIS, INTERPRETATION AND …shodhganga.inflibnet.ac.in/bitstream/10603/76185/15/16_chapter 6.pdf · Analysis of the data collected from the Respondents i.e customers