Hyundai Motors Project

8/14/2019 Hyundai Motors Project

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CHAPTER-1

INTRODUCTION TO AUTOMOBILE

INDUSTORY

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Automobile Indust! Histo!

In the year 1769, a French engineer by the name of Nicolas J. Cugnot invented the first

automobile to run on roads. his automobile, in fact, !as a self"#o!ered, three"!heeled,

military tractor that made the use of a steam engine. he range of the automobile,

ho!ever, !as very brief and at the most, it could only run at a stretch for fifteen minutes.

In addition, these automobiles !ere not fit for the roads as the steam engines made them

very heavy and large, and re$uired am#le starting time. %liver &vans !as the first to

design a steam engine driven automobileinthe'.(.

) (cotsman, *obert )nderson, !as the first to invent an electric carriage bet!een 1+-

and 1+9. o!ever, homas /aven#ort of the '.(.). and (cotsman *obert /avidson

!ere amongst the first to invent more a##licable automobiles, ma0ing use of non"

rechargeable electric batteries in 1+-. /evelo#ment of roads made travelling

comfortable and as a result, the short ranged, electric battery driven automobiles !ere no

more the best o#tion for travelling over longer distances.

he )utomobile Industry finally came of age !ith enry Ford in 191 for the bul0

#roduction of cars. his lead to the develo#ment of the industry and it first begun in the

assembly lines of his car factory. he several methods ado#ted by Ford, made the ne!

invention 2that is, the car3 #o#ular amongst the rich as !ell as the masses.

)ccording the istory of )utomobile Industry '(, dominated the automobile mar0ets

around the globe !ith no notable com#etitors. o!ever, after the end of the (econd

4orld 4ar in 195, the )utomobile Industry of other technologically advanced nations

such as Ja#an and certain &uro#ean nations gained momentum and !ithin a very short

#eriod, beginning in the early 19+s, the '.( )utomobile Industry !as flooded !ith

foreign automobile com#anies, es#ecially those of Ja#an and ermany.

he current trends of the lobal )utomobile Industry reveal that in the develo#ed

countries the )utomobile Industries are stagnating as a result of the droo#ing car mar0ets,

!hereas the )utomobile Industry in the develo#ing nations, such as, India and 8rail,

have been consistently registering higher gro!th rates every #assing year for their

flourishing domestic automobile mar0ets.

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hose !ho are interested in gathering more information about the )utomobile Industry

may bro!se through the follo!ing lin0s

"old Automobile Indust! Automobile Indust! Tends

Indi# Automobile M#$et

Indi# Automobile Indust!

T%e "old Automobile Indust! is tuned to t%e de&elo'in( m#$ets)

4ith the develo#ed mar0ets almost saturated, the 4orld )utomobile Industry is no!

focused on the develo#ing mar0ets of (outh )merica and )sia, and &astern &uro#e !ith

s#ecial em#hasis on 8*IC 28rail, *ussia, India, and China3.

)s #er the re#orts of the International %rganiation of :otor ;ehicle :anufacturers or

%IC)2the association of the com#anies involved in 4orld )utomobile Industry3, for the

fiscal end in -6, the automobile manufacturers in the '.(. have been overta0en by

those in Ja#an, in terms of the total volume of automobile units manufactured !orld!ide.

o!ever, the struggling eneral :otors of the '.(. still remain the !orld!ide leaders of

the 4orld )utomobile Industry, ahead of the ra#idly gro!ing oyota :otor Cor#oration

of Ja#an, by a substantial margin.

Me#sues to be #do'ted b! (lob#l le#des o* t%e "old Automobile Indust!)
http://www.economywatch.com/world-industries/automobile/world.htmlhttp://www.economywatch.com/world-industries/automobile/trends.htmlhttp://www.economywatch.com/world-industries/automobile/india.htmlhttp://www.economywatch.com/business-and-economy/automobile-industry.htmlhttp://www.economywatch.com/world-industries/automobile/trends.htmlhttp://www.economywatch.com/world-industries/automobile/india.htmlhttp://www.economywatch.com/business-and-economy/automobile-industry.htmlhttp://www.economywatch.com/world-industries/automobile/world.html


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(everal significant economic measures are being considered by the ma


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automobile manufacturers to com#ete !ith the local automobile manufacturers that !ere

flourishing in the absence of $uality com#etition.

he #ros#erity of the national economy is reflected in the rising #er ca#ita income of the

develo#ing nations. herefore, increasing ross /omestic ?roduct and #er ca#ita income

have raised the #urchasing ability of the #o#ulation that constitutes these emerging

mar0ets

)s a gro!ing #ercentage of the #o#ulation in the develo#ed nations age ra#idly, in

com#arison to the rest of the !orld, these aging numbers necessitate automobiles to fit

the #hysiological change of the !orld #o#ulation.

T%e Eme(in( Indi# Automobile M#$et)

he India )utomobile :ar0etis a #romising industrial sector that is gro!ing immensely

every #assing year. he #assenger cars are referred to, through the use of the !ord

@automobile.@ he !hoo#ing gro!th e>#erienced by the Indian )utomobile :ar0et in the

last financial year itself that is the financial year end in February, -7 !as very close to

a 1+ #ercent over the #revious fiscal. his statistical fact is a glittering e>am#le of the

#otential of the gro!ing )utomobile Industry in India.

)s #er the survey conducted by the (ociety of Indian )utomobile :anufacturers, the

total number of automobiles manufactured by the )utomobile Industry in India,

throughout the financial year -11"1-, !as very close to the -5.5 la0h 2-.5 million3

margin. he huge of number of automobiles manufactured by the )utomobile Industryin India !as an enormous gro!th u#on the number of automobiles manufactured during

the #revious fiscal that ended in -6.

he total number of cars that !ere e>#orted from India !ere very close to the -. la0h

2-. hundred thousand3 margin, an encouraging sign for the )utomobile Industry in

India. he e>#ort of cars manufactured in India com#rised nearly 1 #ercent of the total

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number of cars manufactured domestically by the )utomobile Industry in India.

he India )utomobile :ar0et loo0s set to #ros#er, largely due to the gro!ing mar0et for

automobiles that is develo#ing in India. In the financial year that ended in February,

-, the Indian automobile mar0ets !ere the fastest gro!ing in the !orld, !ith the

registered gro!th rate touching nearly - #ercent.

he )utomobile Industry in India mainly com#rises of the small car section, !hich

ent decade.

Indi# Automobile Indust!

Follo!ing IndiaBs gro!ing o#enness, the arrival of ne! and e>isting models, easy

availability of finance at relatively lo! rate of interest and #rice discounts offered by the

dealers and manufacturers all have stirred the demand for vehicles and a strong gro!th of

the Indian automobile industry.

he data obtained from ministry of commerce and industry, sho!s high gro!th obtained

since -1" - in automobile #roduction continuing in the first three $uarters of the -"

5. )nnual gro!th !as 16. #er cent in )#ril"/ecember, - the gro!th rate in -"

!as 15.1 #er cent the automobile industry gre! at a com#ound annual gro!th rate

2C)*3 of -- #er cent bet!een 199- and 1997.

4ith investment e>ceeding *s. 5, crore, the turnover of the automobile industry

e>ceeded *s. 59,51+ crore in --". Including turnover of the auto"com#onent sector,

the automotive industryBs turnover, !hich !as above *s. +, crore in --", is

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estimated to have e>ceeded *s.1,, crore 2 '(/ --. 7 billion3 in -".

Automobile De#les Net+o$ in Indi#

In terms of Car dealer net!or0s and authoried service stations, :aruti leads the #ac0

!ith /ealer net!or0s and !or0sho#s across the country. he other leading automobile

manufactures are also trying to co#e u# and are o#ening their service stations and dealer

!or0sho#s in all the metros and ma


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he industry has ado#ted the global standards and this !as manifested in the increasing

e>#orts of the sector. )fter a tem#orary slum# during 199+" 99 and 1999", such

e>#orts registered robust gro!th rates of !ell over 5 #er cent in --" and -"

each to e>ceed t!o and" a"half times the e>#ort figure for -1"-.

Automobile E.'ot Numbes

C#te(o! 1//0-// 223-24 5A'-De6

?assenger Car -56+ 1-17+

:ulti 'tility ;ehicles -65 +9-

Commercial ;ehicles 11+ 1991

!o 4heelers 1- -56765

hree 4heelers -11+ 5155

?ercentage ro!th "16.6 -.+

THE 7EY 8ACTORS BEHIND THIS UPS"IN9

(ales incentives, introduction of ne! models as !ell as variants cou#led !ith easy

availability of lo! cost finance !ith comfortable re#ayment o#tions continued to drive

demand and sales of automobiles during the first t!o $uarters of the current year. he

ris0 of an increase in the interest rates, the im#act of delayed monsoons on rural demand,

and increase in the costs of in#uts such as steel are the 0ey concerns for the #layers in the

industry.

)s the #layers continue to introduce ne! models and variants, the com#etition may

intensify further. he ability of the #layers to contain costs and focus on e>#orts !ill be

critical for the #erformance of their res#ective com#anies.

he auto com#onent sector has also #osted significant gro!th of - #er cent in -",

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to achieve a sales turnover of *s.,6 crore 2'(E 6.7 billion3. Further, there is a

#otential for higher gro!th due to outsourcing activities by global automobiles giants.

oday, this sector has emerged as another sunrise sector.

E:EN 9RO"TH

%##osing the belief that the gro!th in mobile industry has catered only to the to#

income"stratum of society, ro!th of e>#orts of -.+ in the first three $uarters of

-"5, the fastest gro!th in volumes has come from commercial vehicles as against

#assenger cars.

8et!een 199+"99 and -", out#ut of commercial vehicles has gro!n -.+ times

com#ared to the -.- times increase in #assenger cars. Furthermore, t!o"!heeler out#ut

continues to dominate the volume statistics of the sector. In -", for every #assenger

car turned out by the sector, there !ere 7 t!o"!heelers #roduced. In the t!o !heeler

segment, there is a greater #reference for motorcycles follo!ed by scooters, !ith both

#roduction and domestic sales of motorcycles increasing at faster rates than for scooters

in the current and #revious years. o!ever, mo#eds have registered lo! or negative

gro!th. &>#ort gro!th rates have been high both for motorcycles and scooters.

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CHAPTER-

INTRO TO HYUNDAI MOTORS

PRO8ILE O8 HYUNDAI

GyundaiH a name to be rec0oned in the 4orld )utomobile industry is oreas number

one automa0er. yundai has established an enviable record for gro!th both in

$uantitative and $ualitative terms transforming itself from a domestically oriented

manufacture into a global #layer and leading contributor to oreas economic and

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industrial develo#ment. yundai :otor Com#any is steadily accelerating to achieve the

status of !orld"class automobile com#any.

In /ecember 1967, yundai :otor Com#any 2:C3 !as born out of the yundai

8usiness grou#, the nations largest conglomerate !ith the #ur#ose of entering the

automobile industry to meet the gro!ing domestic demand for cars. (ince then, :C has

#layed a ma


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-. )ccent

. i-

. (onata

5. i1 20a##a 1.-3

6. et

(antro Ling is a small segment car, !ith four different versions, and is #riced bet!een

.+ Da0hs to .- Da0hs. he four versions are named.

1. (antro Ling M&

-. (antro Ling M

. (antro Ling M

. (antro Ling M(

)ccent is medium"sied car coming in si> different versions, and is #riced bet!een

5.6Da0hs to 7 Da0hs. he si> versions are named.

1. )ccent C*/I

-. )ccent ;(

. )ccent DM

. )ccent D(

5. )ccent ?M ornado

6. )ccent ;I;) 5"door #etrol.

I- is medium sie car coming in three different versions, and is #riced bet!een

.79Da0hs to 5.+1Da0hs. he hree versions named

1. :agna

-. )sta

. )sta2%3

(onata is a lu>ury car #riced bet!een 1Da0hs to 1+Da0hs.

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I1 is a small car coming in the nine different versions, and is #riced bet!een .-9Da0hs

to 5.6Da0hs. he nine versions named

1. /"Dite 21.13

-. &ra 21.13

. :agna

. :agna )

5. (#ort

6. (#ort 2)3

7. )sta

+. )sta (*

9. )sta (* 2)3

et is medium car coming in the seven different versions, and is #riced bet!een

.59Da0hs to 5.+Da0hs. he (even versions named.

1. D& 1.1

-. ;( 1.1

. ;( 1.1 2175 yre rear s#oiler3

. ;( 1.

5. D( 1.

6. DM 1.

7. ;( C*/I 1.5

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Ideolo(! #nd En&ionment #t H!und#i;

) management motto at yundai is GCustomer first, best in technology, best in $uality

and best value for human beingsH. yundai as a com#any is dedicated to create ne!

value for its customers. yundai :otor Com#anys target is to care for the environment

and devote attention to the future of our children and their ability to inhabit a clean,

#ollution managed !orld. yundai believes that they have achieved the current status as

a !orld"class com#any by faithfully enforcing seven management #rinci#les and creating

an atmos#here !here by each and every member of the com#any is able to !or0 for thebenefit of common future. )s a result, yundai motor com#any is committed to its social

res#onsibilities as it fulfills its mission !ith dedication and strength of #ur#ose.

9o#l o* H!und#i < =To build t%e +old>s best ?u#lit! #s@

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PRO8ILE O8 9ODA"RI MOTORS

he success story is scri#ted through hard !or0, determination and untiring efforts of the

Chairman :r.)sheem (uri.8eing an engineer !ho !as savvy of automobiles, he started

his career !ith ).?. (cooters dealershi#and because of the dedicated #erformance !as

allotted !ith ero ondadealershi# in 19+7. he success of these dealershi#s led to the

entry into the four !heeler segment. In the year 199+ !e !ere a##ointed as the first

dealer of yundai:otors

he oda!ri :otors sho!room !as inaugurated by the dynamic (ri. ? (uri)

he sho! rooms are situated in #rime locations and are one of a 0ind. he strength of

yundai technology and the dynamism of :r.)sheem ?uri have hel#ed the oda!ri

:otorsscale ne! frontiers and e>ceed limits.

T%e *l#(s%i' o* 9od#+i Motos

oda!ri :otorsinaugurated in 199+ !ith technologically advanced service centers atFero#ur *oad Dudhiana.

Mission

4e at oda!ri :otors are continuously striving to be in tune !ith technology, #rovide

#roducts and services of the highest $uality, meet the #erformance and #rice as#irations

of our customers and !hile doing so, maintain the highest standard of ethics and social

res#onsibilities.

Constantly loo0 to im#rove the $uality of our services and #rocess and loo0 for constant

develo#ment !ith a focus to!ards customer delight. o al!ays fulfill the commitment to

the #eo#le dealing !ith us !ith a fair mind and conscience)

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Dieto

ard !or0 heralds success, this is true in every !al0 of life. he success story of the

oda!ri :otors is also scri#ted through hard !or0 , determination and untiring efforts of

%ur director and C&% :r. )sheem (uri, is a :8) from '() and he inculcates not only

his dynamism and his entre#reneurshi# but also his family tradition and e>#erience in the

)utomobile /ealershi# business.

Ins#ire of his busy schedule in the service of his country, he #ersonally oversees the

interests of his customers. Customers relationshi# is the mantra he believes and does not

com#romise on any issue !ith regard to customer service. :r. )sheem (uri very

modestly accords a great deal of credit for his success to his team.

:r. )sheem (uri !or0s on some sim#le but effective #rinci#les=

) humane a##roach to business.

) #ractical a##roach of #roblem solving.

Concern to!ards otherBs #roblems.

e has inculcated disci#line, service orientation, and above all im#ortance to customer

satisfaction to his entire staff and !ith this encouragement and su##ort the staff has been

#erforming out of their s0in to see oda!ri :otors !here it should be. )t the to#.)bove

all, his leadershi# has earned him great res#ect and he has been #ersonally res#onsible for

the success story.

Milestones

(ervice e>cellence a!ard year 1999.

%utstanding vehicle sales June -.

Customer (atisfaction a!ard -.

)ll India Ist *an0 in ((I Non J/? :ystery (ho##ing -+.

8est ?erformance in )ccessory (ale -9"1.

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CHAPTER-

INTRODUCTION TO CUSTUMER

SATIS8ACTION

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CUSTOMER SATIS8ACTION

Cone't Identi*i#tion-

)s organiations become increasingly customer focused and driven by demand, the need

to gain customer loyalty and retain their loyalty is critical. Customer satisfaction is the

most effective !ay to achieve customer loyalty. Customer satisfaction and customer

loyalty share many similar traits. Customer value is the customers #erce#tion of the ratio

of benefits to !hat he or she gives to obtain those benefits. he customer ;alue riad is a

frame!or0 used to understand !hat it is that customers !ant. he frame!or0 consists of

three #arts= 213 #erceived #roduct $uality, 2-3 value"based #ricing, and 23 #erceived

service $uality.

Customers are satisfied, !hen value meets or e>ceeds e>#ectations. If their e>#ectations

of value are not met, there is no chance of satisfying them. Figuring out !hat the

customers !ant, ho!ever, is a difficult and com#le> #rocess. o be able to create and

deliver customer value is im#ortant to understand its com#onents. %n the most basic

level, value from a customers #ers#ective is the ratio of benefits to the ris0s being ta0en

!hile buying the #roduct.


AN INSI9HT

)ccording to arold & &dmondson G Customer (atisfactionH seems to a##ear in #rint

more fre$uently than any other catch #hrase used to describe a ne! found magic forindustrial success. 8efore !e #roceed in to the study of the dynamics of Customer

(atisfaction it is im#ortant to 0no! about, !ho a customer is and !hat satisfaction really

means.

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"%o e#ll! is # Custome

he $uestion of defining !ho your customers are seems fairly easy #articularly if you

have segmented your mar0et #ro#erly and understand !ho you are trying to

satisfy. o!ever subtlety that fre$uently goes undetected by many firms is that is that

customer set can be divided into t!o #arts, the a##arent customer and the user. he

a##arent customer is the #erson or grou# of #eo#le !ho decide !hat #roduct to buy and

basically have control over the #urse strings. he user is a #erson or grou# !ho

#hysically uses the #roduct or is the direct reci#ient of a service.

4hat does satisfaction really meanO

)s in defining customer above, defining satisfaction also a##ears sim#le. o!ever as

!ith customer there is a subtlety that needs addressing. (atisfaction by most definitions

sim#ly means meeting the customers re$uirement.

Customer satisfaction is a conce#t that more and more com#anies are #utting at the heart

of their strategy, but for this to be successful theyre needs to be clarity about, !hat

customer satisfaction means and !hat needs to ha##en to drive im#rovement. 4ithout

this, there is a ris0 that customer satisfaction becomes little more than a good intention,

!ith confused obisting segmentations to su##ort revenue generation

from high value customers or it can be a com#any"!ide ob


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4hatever the strategy for customer satisfaction, it must at least include getting the basics

right. Failing to achieve this can destroy the re#utation as !ell as losing valuable

customers. &very customer, regardless of their economic !orth to the business, has the

#o!er to influence P #ositively or negatively P a com#anys re#utation. %nce the

obamine the effects of non"

#roduct related construct on customer satisfaction !ith ma


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In the #ers#ectives of both the retailer and the manufacturer, customer satisfaction

re#resents an im#ortant issue because it relates to several desirable outcomes. Customer

satisfaction leads to future #urchases, and re#eated #urchases of the same #roduct from

the same source. In other !ords, it hel#s a firm retain its #resent customers and build

loyalty. 8y hel#ing a buyer obtain #roduct information and #roviding guidelines about

!hat should be e>#ected during the buying #rocess and use of a #roduct, a sales#erson

may influence customer e>#ectations concerning the #roduct. hereby this may reduce

the li0elihood of dissatisfaction. ) successful sales#erson tailors to the needs of each

individual customer. 8y being customer"oriented, a sales#erson is li0ely to identify !ith

needs of the customer, enabling the sales#erson to match his or her #resentation to those

re$uirements of the customer.

Inten#l M#$etin( < %o+ it #**ets Custome S#tis*#tion isting customers and attract

ne! ones. %nly angle of customer satisfaction commonly overloo0ed is the internal

as#ect.

he internal customer or em#loyee #lays a vital role in achieving customer satisfaction

and loyalty. (ome firms do not understand that the treatment of internal customers

becomes the e>ternal customers #erce#tion of the com#any. ) firms em#loyees or other

de#artments !ithin the organiation ma0e u# its internal customers. heir


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Custome S#tis*#tion #s '#t o* Se&ie Po*it C%#in;

) arvard 8usiness *evie! article outlines the internal #rocess re$uired to drive gro!th

and increase #rofitability. he article describes the !ays in !hich service $uality

contributes to success, outlining the ste#s in the G(ervice"#rofit chainH=

Po*it#bilit! 9o+t%

Customer Doyalty

Customer (atisfaction

;alue&m#loyee ?roductivity

&m#loyee Doyalty

Internal Quality

Deadershi#

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CHAPTER-3


RE9ARDIN9 HYUNDAI MOTORS

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Hum#n inte#tion

Customer service is a tas0, other than #roactive selling, that involves interactions !ith

customers in #erson, by telecommunications, or by mails. It is designed, #rogrammed and

communicated !ith t!o goals in mind= o#erational efficiency and customer satisfaction.

) ty#ical categoriation of the services based on !ho #erforms the action !ithin the

services ca#e can be

1. (elf"service 2customer only3" ):, :ovie heater

-. Inter#ersonal services"ban0s, restaurants

. *emote services 2em#loyee only3 P tele#hone mail order des0.

he su#eriority of the #roduct has to be com#lemented !ith a high $uality of services,

!hich gives a com#etitive edge to the organiation. ) high standard of service is !hat

sets a#art one organiation from another, and ultimately attracts the customer to the

doorste#s.

(ervices at the sho!room fall in the second category !here there is a high com#le>ity ofinteraction and hence it becomes necessary for the #ersonnel to be ade#t in res#onding to

the customer cognitively, emotionally and #sychologically.

he various as#ects and characteristics of service #rovision, !hich have been ta0en into

consideration of a customer care teamA sales consultant are

1. ?oliteness

-. Courteousness

. ?roduct 0no!ledge

. ?rocess 0no!ledge

5. Communication s0ills

6. *es#onsiveness and su##ortiveness.

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Podut in*om#tion

Consumers obtain information about #roducts and services from #ersonal sources 2friends

and e>#erts3 and from the non"#ersonal sources 2mass and selective media3.

4hen #urchasing goods, consumers em#loy both #ersonal and non"#ersonal sources

since both effectively convey information about search $ualities.

his is es#ecially true for high involvement #roducts such as cars, t!o"!heelers, durables

etc.

:ass media can convey information about search $ualities but can convey a little aboute>#erience $ualities. )lso, mass media cannot elaborate on the finer as#ects and hence it

becomes im#erative for a sho!room to #rovide the com#lete information about the

#roduct, #ricing and the offers.

he sho!room can #rovide information by ado#ting the belo! mentioned list

1. 8roachers, leaflets and #ricelists P easy reference and handy.

-. (ales consultant

. est drive P hands"on e>#erience.

8roachers, leaflets and #ricelist are the basic sales tools, !hich elaborately give the

#roduct s#ecifications, #romotional offers and schemes at hand and the #ricing of various

models at dis#lay.

(ales consultant has to be 0no!ledgeable to understand the nuances of the s#ecification

and should be able to convey the same to the #ros#ective customers. he sales

consultants handle the various $ueries 2technical and commercial3 and clear the

im#ending doubts of the in$uisitive customer.

est drive P the last #art in #roviding information to the customer and gives the customer

a hands P on e>#erience of the #roduct #erformance

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Time #nd Pom'tness)

%ne of the factors, !hich has to match the eagerness and the enthusiasm of the customer

is $uic0 and #rom#t delivery of the service.

)fter the customer has made a decision to go ahead !ith the #urchase the ne>t logical

se$uence of ste#s !ould be a #rocess the re$uired documents, boo0 the order, confirm the

order, inform the customer about the date of delivery and #re#are the re$uired documents

for the delivery of the vehicle.

%rder boo0ing"his is the #rocess !here the onus lies com#letely on the #ersonnel

dealing !ith the customer. he customer has to be given the right information regarding

the documents, time ta0en to #rocess the documents and close the deal.

It is also the res#onsibility of the various de#artments involved to #rovide a $uic0 service

to ensure that the customer has a good and satisfying e>#erience.

/elivery on date and time" once the #roduct is delivered it can be assumed that a sale has

been done. he #a#er !or0 to be carried out has to be done at a $uic0 #ace. his can beobserved in the res#onses of those -5 of customers !ho re#orted a slac0 in the delivery

#rocess. /eviation from #romised date and time can lead to a lot of inconvenience to the

customers, thereby leading to a bad e>#erience.

Consisten!

GNothing is consistent by change.H

Consistency is a matter of e>#erience. he e>#ectation of service gro!s from every

e>#erience the customer has during the sales #rocess. For eg., the customer !ould e>#ect

the same res#onsiveness from the sales #erson during the order #rocessing as it !as

during the #re"sales, any aberration !ould create a sense of insecurity and !ould thereby

breach the bond of trust established bet!een them.

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Inconsistency in service is caused by ever changing e>#ectations of the customer. his

#oses a challenge of maintaining the $uality of service in every GencounterH. he

e>#ectations are not #ectations of the customers all the

time !ithout affecting the $uality of service.

Furthermore, the characteristic of #erish ability ma0es the service non"storable. hey

e>ist !hile they are being delivered A consumed. his #oses the management, #roblem of

managing the match and ca#acity #lanning.

In the analysis !e have chosen to analye the consistency maintained in offering services

relating to the human interaction as !ell as the #rocessing of the documents. his

becomes im#ortant in the light of these services being offered in #re"sales and #ost sales

scenario, and gauging the consistency levels at these t!o stages gives a fair idea of the

consistency maintained in the services offered.

Consistency in human interaction is observed in the #re"sales, order #rocessing and #ost

sale stages.

Con&eniene

he ob


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It is hel#ful to offer customers information in #rinted form good signing is very

im#ortant at service delivery #oints and on self"service e$ui#ment. he customer care

#ersonnel have to ma0e the first move and a##roach the visitors instead of ma0ing the

visitors as0 for some guidance. he visitors have to be communicated ho! to use and

ho! not to use the facilities at offer.

he concentration has been focused on chec0ing the convenience of the customers on

as#ects such as

1. imings

-. est drive

. )vailability of accessories

. (ufficient fuel to reach the nearest #etrol station

5. 4ide range of finance o#tions made available at the sho!room

6. Im#arting the basic mechanical functionalities of the car.

-+


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OBECTI:E O8 THE STUDY

o study and understand the 0ey service #arameters using Customer (atisfaction andreflect u#on the lo! #erforming areas=

o study about the customer satisfaction on the services #rovided by the dealers.

o study the o#inion of the customers regarding the availability and cost of s#are

#arts.

o study the o#inion of the o!ners of cars regarding its features li0e mileage,

#rice etc.

o study the effect of advertisement on the customers to #romote the #roduct.

o study the customer satisfaction !ith usage of their cars.

o study the information resources that the customer using before #urchasing the

car.


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RESEARCH METHODOLO9Y

?reliminary stage of study" a #ilot survey, #ersonal intervie! of sales consultants,

#otential customers and e>isting customer numbering - !as conducted to arrive at 0ey

deliverables !hich !ould ensure customer satisfaction. he research tool 2$uestionnaire3

!as designed by inducing the various $ueries, based on the 0ey deliverables, !hich

!ould reflect the customer satisfaction.

he research !as based on a study of a sam#le, sied 1, using sim#le random sam#le

selected from the e>isting database of oda!ri :otors. he research included collection

of data from the #rimary sources using the research tool 2$uestionnaire3. Final stage !as

to analye, inter#ret and dra! conclusions from the data collected

D#te Soues;

Pim#! D#t#;

he data !as collected directly from each and every customer.

Pilot Su&e!

) #ilot survey !as conducted to understand the factors, !hich !ould #ositively

influence the customer. ?ersonal Intervie!s totaling - !ere conducted for the sales

team, #otential customers and the e>isting customers of oda!ri :otors. he factors

scoring high in the intervie!s !ere considered to be the 0ey deliverables.

Su&e! Rese#%;

he research !as done to learn about #eo#les #references and satisfaction of the

oda!ri :otors customer.

-


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Rese#% Tool;

Fuestionn#ie 5'im#! tool- #tt#%ment 16

Intervie! through $uestionnaire method !as em#loyed for the research #ur#ose. he

$uestionnaires !ere individually administered to each customer to ensure minimum

sco#e for faulty data entry and error of understanding. his method also gave the

intervie!er the sco#e of entering into a dialogue and understanding the customers

#erce#tion better.

he $uestionnaire tried to ca#ture the res#onses of the customers mainly on the 0ey

deliverables, derived from the #ilot survey conducted, and a fe! $uestions have been

included to gauge the level of satisfaction and to gain insight into customer e>#ectations.

Unstutued inte&ie+

he intervie! com#lemented the #rimary research tool and hel#ed delver into details of

res#onses #rovided by the customers. his not only validated the res#onses of the

customers but also hel#ed the intervie!er understand the e>#ectations of the customers.

S#m'lin( Unit;In this study the sam#ling unit used is the e>isting customer base of

oda!ri :otors. (election is made from the list of Customers during the last one year.

S#m'lin( SiGe;(am#le sie !as chosen to be 1.

S#m'lin( Poedue; (im#le *andom (am#ling.

In sim#le random sam#ling, each member of the target #o#ulation has the

same chance of being selected for #artici#ation in the study. For a sam#le to truly be a

sim#le random sam#le !e need to develo# a list or sam#ling frame that includes almost

all of the #o#ulation, then from this !e randomly #ull names from the sam#ling frame

using some 0ind of random method such as a random number table or a random number


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generator. Finally, numbers are assigned to all members of the #o#ulation and #ull the

names of those members !hose numbers are #ulled from the table or generator.

he biggest advantage to a sim#le random sam#le is that !e get a #retty good

unbiased sam#le fairly easily. he biggest do!nside is that !e may not get all elements

of the #o#ulation that are of interest.


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CHAPTER-

DATA ANALYSIS INTERPRETATION

5


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16 )ge grou#=

(l.No )ge rou# No of #eo#le) - to -+

8 to -5

C to 5 -5

/ )bove 5 --

IN&*?*&)I%N=

From the above table sho!s that the res#ondents of the age grou# of years above 5 i.e. --, the

ne>t grou# is "5 years i.e.-5, the remaining age grou#s are " and -" years having -5

and -+ res#ectively.

6


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-3 %ccu#ation

(l.No occu#ation No of #eo#le) &m#loyee 5

8 8usiness

C N*I -

/ %thers 15

IN&*?*&)I%N;-

From the above table sho!s that the res#ondents of the occu#ation are mostly em#loyees numbered 5,

business #eo#le numbering , N*Is - and others 15 #eo#le.

7


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3 4hich model of hyundai car do you o!nO

(l.No 8rand No of #eo#le) I1 5

8 ;erna -+

C )ccent -

/ (antro 17

Inter#retation;-

he follo!ing gra#h sho!s the number of cars in the total of 1 #ersons i1 iso!ned by 5 #eo#le, and ;erna o!ned by -+ and )ccent o!ned by - #eo#le and(antro by 17 #eo#le.

+


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3 4hich feature is the best one in yundai carO

(l.No feature N% of #eo#le

) :ileage -

8 ?rice +C 8rand 1+

/ (tyle --

& :ileage K brand -

F :ileage K style +

Inter#retation;-

he follo!ing gra#h sho!s the number of !hat features you consider !hile you#urchase in the total #ersons :ileage by -, and ?rice by + and 8rand by 1+, (tyleby --, :ileage and 8rand by -. )nd :ileage and (tyle by +.

9


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53 o! do you feel !hen you drive yundai carO

(l.No *)N No of #eo#le) ood

8 8etter -

C 8est

/ ?oor 1

IN&*?*&)I%N=

From the above table sho!s that the res#ondents of the e>#erience of #eo#le !hile driving yundai carsis good i.e. , the ne>t grou# is better i.e.-, the remaining #eo#le !ho feel best is and others !ho

feel #oor e>#erience are 1 res#ectively.


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63 )re you satisfied !ith your vehicles mileageO

(l.No ;ehicles mileage No of #ercentage

) Res 75

8 No -5

Inter#retation;-

he follo!ing gra#h sho!s the number of #eo#le !ho satisfied !ith mileage ofthe vehicle in the total res#ondents res#onse given by #ersons Res by 75 and No

by -5.

1


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73 4ill you recommend yundai #roduct to anybodyO

(l.No *ecommendation No of #ercentage

) Res 6

8 No

Inter#retation;-

he follo!ing gra#h sho!s the number of #eo#le !ho recommend yundai carsin the total #ersons yes by 6 and No by .

-


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+3 4hat do you thin0 about hyundais customer serviceO

(l.No *)N No of #eo#le) &>cellent

8 ood -

C 8etter

/ ?oor 1

Inter#retation=

From the above table sho!s that the res#ondents of the #eo#le about yundais customer service is

e>cellent i.e. , the ne>t grou# is good i.e.-, the remaining #eo#le !ho feel better is and others !ho

feel #oor e>#erience are 1 res#ectively.


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93 o! do you feel about com#anys res#onse to!ards customersO

(l.No (ource No of #ercentage

) &>cellent 5

8 ood -5C 8etter 15

/ ?oor 15

Inter#retation;-

he follo!ing gra#h sho!s the number of res#onse of customers to!ards the

#roducts from the total number of 1 #eo#le good are -5, &>cellent 5, better 15and #oor are 15.


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1. /id you receive the #roduct on delivery timeO

(l.No /elivery time No of #ercentage

) Res 7

8 No

Inter#retation;-

he follo!ing gra#h sho!s the number of customers !ho receive the #roduct on delivery time is

yes by 7 customers and no by customers.

5


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113 )re you satisfied !ith com#anys after sales serviceO

(l.No )fter sales service No of #ercentage

) (atisfied +

8 Not satisfied -

Inter#retation=

he number of customers !ho satisfyAnot satisfied !ith the after sales service of thecom#any from a number of 1 customers is satisfied + and not satisfied -.

6


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1-. o! do you feel the e>#erience at sho! roomO

(l.No 8est 8rand )mbassadors No of #ercentage

) (atisfied 71

8 Not satisfied -9

Inter#retation;-

he follo!ing gra#h sho!s the consumers e>#erience at sho! room the number of

customers !ho satisfy is 71 and !ho does not satisfy is -9

7


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13 4ere you offered test driveO

Inter#retation;-

he follo!ing gra#h sho!s the number of customers !ho !ere offered test drive for the #roduct

is yes by + customers and no by 17 customers.

+

(l.No est drive No of #eo#le

) Res +

8 No 17


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13 ave you satisfied !ith the usage of yundai carsO

IN&*?*&)I%N=

he follo!ing table sho!s that the res#ondents !ho satisfied !ith dealers #erformance is better

71, good - and ?oor is 9.

9

Sl)no Custome es'onse 'eent#(e

) Fully satisfied 71

8 Just satisfied -

C Not satisfied 9


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CHAPTER-0

8INDIN9SJ SU99ESTIONS

CONCLUSIONS

5


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CONCLUSIONS AND 8INDIN9S

oda!ri :otors en#erience of sho##ing at oda!ri :otors.

he satisfaction levels can also measured !ith the level of recommendations to

friends and associates it is evident that more than + customers are satisfied

!ith the service offered at oda!ri :otors.

he #robability that the customers !ould re#eat that #urchase at the same

sho!room is high, !hich is a good sign.

he sale satisfaction inde> of oda!ri :otors sho!room is +. on scale of ten

2refer #age -3, !hich is e>ce#tionally good, the sho!room should #ersist on high

levels of commitment to maintain the good image it has created. he industry ((I

2-3 is 1 out of 1-6 according to J / ?o!er )sia #acific. )nd yundai scores

15 out of 1-5.

In the intervie! it !as found that the customers are ha##y about the training

#rograms under ta0en by the sho!room, !hich train the customers to negotiate

minor brea0do!ns comfortably.

It has been observed that -5 of customers have re#orted a slac0 in the delivery

#rocess.

51


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his is the only area of concern that has emerged form the city.

SU99ESTIONS

he overall sales satisfaction inde> from the study reveals that the com#any is

#erforming very !ell and customers buying are much satisfied !ith the service given to

them.

he only cou#le #roblem noticed are=

(ome of the customers have com#lained about the slac0 in the delivery #rocess and

timings. herefore, this is the area !hich I recommend to the sho!room to focus a

little bit more. It needs to im#rove its delivery #rocess and time. Need to become little

$uic0 and fast.

(ome of the customers have also com#lained about the after #urchase services

#rovided by the sho!room. &ven though the com#laints are minor, the sho!room

needs to resolve the customer after #urchase service issues in order to achieve

customer satisfaction.

5-


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Experience at Showroom

POOR

5%

EXECELLE

NT

20%

GOOD

60%

SATISFACTORY

15%

GOOD

SATISFACTORY

EXECELLENT

POOR

5


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Recommendation to Friends

MAY NOT

8%

DEFINITEL

Y NOT

7%

MAY

60%

DEFINITEL

Y

25%

MAY

DEFINITELY

DEFINITELY NOT

MAY NOT

5


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CHAPTER-/

LIMITATIONS O8 THE STUDY

56


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Limit#tions;

he study is restricted in sco#e of o!ing to the follo!ing limitations=

/ue to constraint of time only city of Dudhiana is selected and so it cannot claim

to be a com#rehensive study of the #o#ulation.

he sam#le sie is restricted to 1 res#ondents.

57


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ANNEKURE

5+


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CUSTOMER SATIS8ACTION INDEK

Det#ils;

;ehicle No= SSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSS

:odel= SSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSS

Customer Name= SSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSS

ele#hone No= SSSSSSSSSSSSSSSSSSSSSS:obile=SSSSSSSSSSSSSSSSSSSSSSSS

/ate= SSSSSSSSSSSSSSSSSSCustomer signature= SSSSSSSSSSSSSSSSSSSSSSSS

1. )ge grou#

a3 -" b3 " c3 "5 d3 )bove 5

-. %ccu#ationO

a3 &m#loyee b3 business c3 N*I d3 others

. 4hich model of yundai car do you o!nO

a3 (antro b3 ;erna c3 )ccent d3 i1 e3 i-

. 4hich feature is the best one in yundai carO

a3 ?rice b3 style c3 mileage d3 $uality e3 mileage $uality

e3 :ileage K style

5. o! do you feel !hen you drive yundai carO

a3 ood 83 better c3 best d3 ?oor

6. )re you satisfied !ith your vehicle mileageO

a3 Res b3 No

7. 4ill you recommend yundai #roduct to anybodyO

59


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a3 Res b3 No

+. 4hat do you thin0 about yundais customer serviceO

a3 &>cellent b3 ood c3 8etter d3 ?oor

9. o! do you feel about com#anys res#onse to!ards customersO

a3 &>cellent b3 ood c3 8etter d3 ?oor

1. /id you receive the #roduct on delivery timeO

a3 Res b3 No

11. are you satisfied com#anys after sales serviceO

a3 (atisfied b3 not satisfied

1-. o! do you feel the e>#erience at the sho!roomO

a3 (atisfied b3 not satisfied

1. 4ere you offered test driveO

a3 Res b3 No

1. )re you satisfy !ith their usage of the carO

a3 Fully satisfied b3


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BIBLIO9RAPHY

61


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BIBLIO9RAPHY

Boo$s;

?rinci#les of mar0eting= %D&* )*:(*%N.

:ar0eting :anagement= ?IDI? %D&*.

2)nalysis, ?lanning Im#lementation and Control3

(ervices :ar0eting = )) :c *)4 IDD.

:ar0eting *esearch = .C.8&*I.

*esearch :ethodology= %)*I. C.*.

"ebsites ;

htt#=AA!!!.


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H!und#i C# models

S#nto

Aent

6


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I12

9ET

:ERNA

SONATA

6


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TUCSON

i2

ELANTRA

65


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Documents

Hyundai Motors Project