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1.1 INTRODUCTION TO THE STUDY Buying attitude

Human beings, in general, are complex creatures who often do not seem even to know their own minds. It is seldom easy, and sometimes impossible, to generalize about human behaviour. Each individual is a unique product of heredity, environment and experience. Predicting such a strange behaviour of people is a difficult and complicated task, filled with uncertainties, risks, and surprises. Accurate predictions can yield vast fortunes and inaccurate predictions can result in the loss of millions of rupees. Today, business around the world recognizes that the consumer is the king.Knowing why and how people consume products helps marketers to understand how to improve existing products, what types of products are needed in the market place, or how to attract consumers to buy their products. The era of liberalization, privatization and globalization has brought changes in society and lifestyle of people. Marketers can justify their existence only when they are able to understand consumer wants and satisfy them. The modern marketing concept for successful management of a firm requires marketers to consider the consumer as the focal point of their business activity. Although it is important for the firm to understand the buyer and accordingly evolve its marketing strategy, the buyer or consumer continues to be an enigma sometimes responding the way the marketer wants and on other occasions just refusing to buy the product from the same marketer. For this reason, the buyers mind has been termed as a black box, which should be opened by the seller to be a successful marketer. The study of consumer behaviour also includes an analysis of factors that influence purchase decisions and product use. Understanding how consumers make purchase decisions can help marketing managers in several ways. For example, if a manager knows through research that fuel mileage is the most important attribute for a certain target market, the manufacturer can redesign the product to meet that criterion. If the firm cannot change the design in the short run, it can use promotion in an effort to change consumers decision making criteria. For example, an automobile manufacturer can advertise a cars maintenance-free features while downplaying fuel mileage.

1.2 OBJECTIVE OF THE STUDY Primary Objective: A study on Womens buying attitude towards Hyundai cars with reference to Marjan Motor private limited Chennai. Secondary Objective: To know the factors which affect car buying attitude of women To know the preferential price range and model of Hyundai cars. To find the competitive car brand of Hyundai which may affect womens buying attitude. To suggest measures to the company for increasing the attitude to buy Hyundai cars.

1.3 NEED AND SCOPE OF THE COMPANY

Today almost all the major companies is actively marketing their product beyond their original homeland borders. So, companies must rethink their marketing strategies instead of continuing with their existing strategy. Now a day world of stiff competition, the companies with existing marketing strategies need to be changed in a manner so as cope up with its rapidly changing competitive environment so the strategies by targeting womens in the market will make market wide. The primary objective of report is womens buying attitude towards Hyundai and the statistics says Women purchase 65% of all new cars and 53% of used cars, and they influence 95% of all auto purchases. The Hyundais participation is 32% have to improve the sale of the cars with strategy.

1.4 INDUSTRY PROFILE

1. History of world Automobile Industry In the year 1769, a French engineer by the name of Nicolas J. Cugnot invented the first automobile to run on roads. This automobile, in fact, was a selfpowered, three-wheeled, military tractor that made the use of a steam engine. The range of the automobile, however, was very brief and at the most, it could only run at a stretch for fifteen minutes. In addition, these automobiles were not fit for the roads as the steam engines made them very heavy and large, and required sample starting time. Oliver Evans was the first to design steam engine a steam engine driven automobile in the U.S. A Scotsman, Robert Anderson, was the first to invent an electric carriage between 1832 and 1839. However, Thomas Davenport of the U.S.A and Scotsman Robert Davidson were amongst the first to invent more applicable automobiles, making use of non-rechargeable electric batteries in 1842. Development of roads made travelling comfortable and as a result, the short ranged, electric battery driven automobiles were no more the best option for travelling over longer distances. Charles Ketterings invention of the electric starter in 1912 turned the process of starting automobiles faster and easier at the same time, doing away with the hand tools. Crude oil being discovered in Texas, the automobiles driven by engines that ran on gasoline became even through a constant rise, in spite of the fact that these were less efficient than the gasoline automobiles. Jean Joseph Etienne Lenoir was the first to invent an internal combustion engine that ran on petroleum and attached in to a three-wheeled carriage, and success fully traversed a distance of fifty miles in 1863. Karl Benz manufactured the first automobile (a three-wheeled car) that was affordable and compatible for travelling over long distances for its internal combustion engine that ran on gas, in 1886. Later in 1887, Gottlieb Daimler was the first to invent the predecessor of the modern automobile with an engine that had a

vertical cylinder in addition to a gasoline driven carburetor. First building a twowheeled automobile (Reitwagen), Daimler was again the first to build a fourwheeled automobile in 1886. The engines manufactured by Daimler were improved upon and these portable and fast engines made automobiles the way we see them today. The advanced engines turned the slow, expensive automobiles of the yesteryears, a thing of the past, and cars became more affordable as both the prices of gasoline and petroleum as well as the manufacturing costs reduced through their mass manufacture at the assembly lines of factories. Penhard and Levassor in 1889, and Peugeot in 1991 became the earliest mass manufacturers of the modern automobiles. 2. World auto industry is turned to developing markets With developed markets almost saturated, world auto industry is now focused on developing markets of South America and Asia, and Eastern Europe with special emphasis on BRIC (Brazil, Russia, India, and China) As per reports of International Organization of Motor Vehicle Manufacturers or OICA(the association of the companies involved in World auto Industry), for fiscal end in 2006, auto manufacturers in U.S. have been overtaken by those in Japan, in terms of total volume of auto units manufactured worldwide. However, struggling General Motors of U.S. still remain worldwide leaders of world auto industry, ahead of rapidly growing Toyota Motor Corporation of Japan, by a substantial margin. 3. Measures to be Adopted by Global Leaders of World Auto Industry Several significant economic measures are being considered by major players of world auto industry in order to make a smooth entry into markets of developing countries, and to make a name for themselves. Effective measures include Reducing selling prices of cars manufactured in their factories

Improving levels of after-sales services to keep Respondentss satisfied Opening manufacturing factories in developing nation, to reduce effective costs of production as well as saving shipping charges, and enhancing prompt delivery of auto units.

4. Auto Industry Trends In keeping with auto industry trends, leading automobile manufacturers are turning to Asian markets that appear set to grow immensely over next decade. Auto markets in U.S., Europe and Japan have almost matured as a result of saturation and appear set to decline through next decade. In contrast, auto markets spread over entire Asian continent (with exception of Japan) are constantly increasing in size and will be destination for most of globally leading auto manufacturers. Auto industry trends reveal that emerging markets of developing nations of Asia especially China, and India are backed by their huge population growth rate, to add to growth national economy of these two nations. Rapid growths of national economy of BRIC countries (including Brazil, Russia, India, and China) have enabled a growing section of population of these countries to purchase cars. Global surveys conducted recently reveal that within next ten years, these emerging auto markets will account for nearly a whopping 90 percent of global auto sales growth. As a result of this, leading auto manufacturers of world are setting up factories in emerging markets, in order to serve potential consumers better as well as reduce manufacturing and shipping costs. In addition, these arrangements are enabling leading global auto manufacturers to compete with local auto manufacturers that were flourishing in absence of quality competition. Prosperity of national economy is reflected in rising per capita income of developing nations. Therefore, increasing gross domestic product and per capita income have raised purchasing ability of population that constitutes these emerging markets.

As a growing percentage of population in developed nations age rapidly, in comparison to rest of world, these aging numbers necessitate cars to fit physiological change of world population. 5. Indian Automobile Industry Automobile Industry in India has witnessed a tremendous growth in recent years and is all set to carry on the momentum in the foreseeable future. Indian automobile industry has come a long way since the first car ran on the streets of Bombay in 1898. Today, automobile sector in India is one of the key sectors of the economy in terms of the employment. Directly and indirectly it employs more than 10 million people and if we add the number of people employed in the autocomponent and auto ancillary industry then the number goes even higher. The automobile industry comprises of heavy vehicles (trucks, buses, tempos, tractors); passenger cars; and two-wheelers. Heavy vehicles section is dominated by Tata-Telco, Ashok Leyland, Eicher Motors, Mahindra and Mahindra, and Bajaj. The major car manufacturers in India are Hindustan Motors, Maruti Udyog, Fiat India Private Ltd., Ford India Ltd., General Motors India Pvt. Ltd., Honda Siel Cars India Ltd., Hyundai Motors India Ltd., and Skoda India Private Ltd., Toyota Motors, Tata Motors etc. The dominant players in the two-wheeler sector are Here Honda, Bajaj, TVS, Honda Motorcycle & Scooter India (Pvt.) Ltd., and Yamaha etc. In the initial years after independence Indian automobile industry was plagued by unfavorable government policies. All it had to offer in the passenger car segment was a 1940s Morris model called the Ambassador and a 1960s Suzukiderived model called the Maruti 800. The automobile sector in India underwent a metamorphosis as a result of the liberalization policies initiated in the 1991. Measures such as relaxation of the foreign exchange and equity regulations, reduction of tariffs on imports, and refining the banking policies played a vital role in turning around the Indian automobile industry. Until the mid 1990s, the Indian auto sector consisted of just a handful of local companies. However, after the sector opened to foreign direct investment in 1996, global majors moved in. Automobile

industry in India also received an unintended boost from stringent government auto emission regulations over the past few years. This ensured that vehicles produced in India conformed to the standards of the developed world. Indian automobile industry has matured in last few years and offers differentiated products for different segments of the society. It is currently making inroads into the rural middle class market after its inroads into the urban markets and rural rich. In the recent years Indian automobile sector has witnessed a slew of investments. India is on every major global automobile players radar. Indian automobile industry in also fast becomes an outsourcing hub for automobile companies worldwide, as indicated by the zooming automobile exports from the country. Today, Hyundai, Honda, Toyota, GM, Ford and Mitsubishi have set up their manufacturing bases in India. Due to rapid economic growth and higher disposable income it is believed that the success story of the Indian automobile industry is not going to end soon. Some of the major characteristics of Indian automobile sector are: Second largest two-wheeler market in the world. Fourth largest commercial vehicle market in the world. 11th largest passenger car market in the world Expected to become the worlds third largest automobile market by 2030, behind only China and the US.

1.5 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 1960s 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. It 1990, developed new technologies reformed management and stressed training human resources, with the aim to become the No.1 Corporation in the world. AYS Automobile Pvt, Ltd., started the dealership of Hyundai cars at Rajahmundry for West Godavari Districts April, 1999. So far, AYS sold about 309 Santros and 100 Accents and 2 Sonatas. The companys turnover till date is around 16 corers. The company has earned an amount of Rs. 72lakhs by way of dealer margins and sale of spares & accessories; by earning profit in the first two years of operations The workshop is equipped with the latest technology equipments as per Hyundai specifications and is contributing Rs. 25lakhs of revenue to the company. The total value of Machinery & Equipment is worth Rs. 25lakhs. The workshop also has an Emergency road service to attend complaints 24 hours a day anywhere

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in the territory. The show room is on the NH-5 and is designed as per the Hyundai Motor Indias standard pattern and is well lit to display the cars.

Express Hyundai

Express Hyundai is a dealer of Hyundai cars is a unit of Marjan motors of WJ.TOWELL group of companies, Oman since 1866. This is their first car dealership showroom in India. Express Hyundai is located in Chennai of Sholinganallur. It deals with Hyundai cars is sales, services, spares, insurance and used car deals. WJ.TOWELL group of companies kept their footsteps in property and construction, trading and Commercial business, industrial services and common services like security and safety, logistics, health and insurance related services Speaking about Express Hyundai centre, its a fully fledged and automated showroom with all latest equipments and facilities Keeping in mind about the Respondents service and Respondents satisfaction, by handling the vehicle with ease and care. Products and variants handled:In the first day of my training, I just came across various models of Hyundai vehicle in Express Hyundai showroom. To my knowledge I came across five models of Hyundai cars. They are Santro petrol Santro gets three variants which are santro non ac, santro gl, santro gvs. I10 petrol

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I10 get dlite, era, magna with 1.1, irde engine and magna, sportz, asta with 1.2 kappa engine.

I20 0 petrol | diesel I20 a premium hatch back comes in both petrol and diesel engine. Petrol models come with two engine variants like 1.2 CRDi engine and the variants are magna, asfa, era and sports. The only car with 5 star safeties. Asfa comes with automatic transmission.

Accent petrol | diesel Accent comes in both petrol and diesel and CNG variants. Verna petrol | diesel Verna has got 5 variants in it, with two petrol and three diesel variants. They are 1.6 VTVT (Petrol), 1.6 SX VTVT (Petrol), 1.5 VGT (Diesel), 1.5 SX VGT (Diesel) and 1.5 SX VGT (Diesel) with automatic transmission. Eon Petrol Santa Petrol I10 petrol I20 0 petrol | diesel Fluidic Verna Petrol | diesel

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2.1 REVIEW OF LITERATURE

The attitudes of consumers can have a significant effect on buying behavior. Noel (2009, 98) defines attitudes as general, durable evaluations of attitude objects. An attitude object can be a person, object, advertisement or an issue that a consumer has strong feelings towards. Kotler and Keller (2009, 210) define attitude as a lasting favorable or unfavorable feeling, emotion, evaluation or action tendency toward an object or idea. Attitudes can be extremely difficult to change because of their enduring and emotional nature. According to Noel (2009, 98) as well as Evans et al. (1996, 206) and Evans et al. (2006, 68) an attitude consists of three components which are a cognitive, affective and co native component. Evans et al. (1996, 206) discuss that cognitive component includes things that a consumer knows 18 and believes about a certain topic. Noel (2009, 98) agrees that cognitive component is about a consumers thoughts and beliefs; it is what the consumer thinks about a certain topic. Affective component of attitudes is related to the feelings that a consumer has toward a certain attitude object. The feelings and emotions in the affective component emerge from what is known about the topic, that is, the cognitive component. (Evans et al. 1996, 206.) According to Noel (2009, 98) affective component is the feeling part of attitudes and it captures the either positive or negative overall assessment that a consumer has of a certain topic. Similar to Evans et al. (1996, 206), Noel (2009, 98) states that the co native component includes the actions and behavioral intentions that a consumer has. Evans et al. (1996, 206) note that the co native component is a result of the two previous, cognitive and affective components. Kotler and Keller (2009, 210) discuss that attitudes are formed through experience and learning and that attitudes influence buying behavior. Noel (2009, 99) notes that some

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attitudes may also be formed based on research; a consumer may read reviews about an interesting product and discuss it with his or her friends and form an attitude based on the acquired information. Attitudes may also be formed through feelings. Consumers might form an attitude toward a product by experiencing it.

3.1 RESEARCH DESIGN

RESEARCH METHODOLOGY Descriptive Method

DATA COLLECTION Primary data Data collected through questionnaires Population Size: infinite Sample Size: 50 data collected from women Secondary Data Data collected from the firm, book, and internet

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3.2 LIMITATIONS OF THE STUDY The Respondents of the questionnaire could not afford more time to answer. Could able to cover only one branch. Period of the study was not enough. Sample size was only 50 many do not have interest to fill the questionnaire. Study is restricted to Chennai city. The scope of the study in restricted to Respondents data analysis only. It was assumed that the information given by the Respondents is authentic and best of their knowledge. Some of the view given was completely views by Respondents as they were in a hurry and were not considered in the data analysis.

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ANALYSIS AND INTERPRETATION OF DATA

2.1 PERCENTAGE ANALYSIS Table 2.1.1 Shows the Age of the Respondents.
Particulars Respondents Percent Cumulative Percent

<25 25-34 35-44 45 & above Total

9 26 11 4 50

18.0 52.0 22.0 8.0 100.0

18.0 70.0 92.0 100.0

Chart 2.1.1 Shows the Age of the Respondents.

Interpretation: It is observed from the above table that the age of 18% of the Respondents is between the 20to25 years, 52% in 26to34 years, 22% in 55to44 years and 8% Respondents above 45 years.

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Table 2.1.2 Shows the Occupation of Respondents.

Particulars

Respondents

Percent

Cumulative Percent

govt services business professional others Total

8 11 28 3 50

16.0 22.0 56.0 6.0 100.0

16.0 38.0 94.0 100.0

Chart 2.1.2 Shows the Occupation of Respondents.

Interpretation: It is observed from the above table that the 16% of the Respondents are doing Government service, 22% are doing the business, 56% are professionals and 3% are doing other jobs.

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Table 2.1.3Shows the Annual Income.

Particulars

Respondents

Percent

Cumulative Percent

3-5lakh 5-8lakh 8-12lakh 12 & above Total

16 14 15 5 50

32.0 28.0 30.0 10.0 100.0

32.0 60.0 90.0 100.0

Chart 2.1.3 Shows the Annual Income.

Interpretation: It is observed from the above graph that 32% are belong to 3to5 lack, 28% are belong to 5to8 lack, 30% are belong to 8to12 lack, and 10% are belong to 12 and above.

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Table 2.1.4 Shows Which Model Car Is Prefer Most of the Respondents.

Particulars

Respondents

Percent

Cumulative Percent

santro i10 i20 verna Total

15 19 9 7 50

30.0 38.0 18.0 14.0 100.0

30.0 68.0 86.0 100.0

Chart 2.1.4 Shows Which Model Car Is Prefer Most of the Respondents.

Interpretation: It is observed from the above graph 30% are prefer santro, 38% are prefers i10, 18% prefer i20, and 7% are prefer Verna.

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Table 2.1.5 Shows Why Respondents Prefer this Hyundai Car.

Particulars

Respondents

Percent

Cumulative Percent

comfort design performance safety Total

20 15 13 2 50

40.0 30.0 26.0 4.0 100.0

40.0 70.0 96.0 100.0

Chart 2.1.5 Shows Why Respondents Prefer this Hyundai Car.

Interpretation: It is observed from the above graph 40% are prefers for comfort, 30% are prefers for design, 26% prefers for performance, and 4% are prefers for safety.

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Table 2.1.6 Shows Which Factor influencing you to buy a Hyundai Car.

Particulars

Respondents

Percent

Cumulative Percent

Advertisement Family friends and relatives Total

9 12 29 50

18.0 24.0 58.0 100.0

18.0 42.0 100.0

Chart 2.1.6 Shows Which Factor influencing you to buy a Hyundai Car.

Interpretation: It is observed from the above graph 18% Respondents are influenced by advertisement, 24% are influenced by family, and 58% are influenced by friends and relatives.

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Table 2.1.7 Shows Which Color does Respondents Prefer Most on Hyundai.

Particulars

Respondents

Percent

Cumulative Percent

white grey black red Total

8 29 8 5 50

16.0 58.0 16.0 10.0 100.0

16.0 74.0 90.0 100.0

Chart 2.1.7 Which Color does Respondents Prefer Most on Hyundai.

Interpretation: It is observed from the above graph 16% are prefers white color, 58% are prefers grey, 16% are prefers black color, and 10% are prefers red color.

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Table 2.1.8 Shows Which Brand Cars Gives Competition to Hyundai Cars.

Particulars

Respondents

Percent

Cumulative Percent

Maruthi Suzuki Ford Honda Tata cars Total

35 3 5 7 50

70.0 6.0 10.0 14.0 100.0

70.0 76.0 86.0 100.0

Chart 2.1.8 Shows Which Brand Cars Gives Competition to Hyundai Cars.

Interpretation: It is observed from the above graph 70% competition is given by Maruthi Suzuki, 6% competition is given by ford, 10% competition is given by Honda, and 14% competition is given by Tata cars.

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Table 2.1.9 Shows When Repurchase, Respondents Choice in Hyundai.

Particulars eon i1o i20 verna sonata Total

Respondents 1 5 21 21 2 50

Percent 2.0 10.0 42.0 42.0 4.0 100.0

Cumulative Percent 2.0 12.0 54.0 96.0 100.0

Chart 2.1.9 Shows When Repurchase, Respondents Choice in Hyundai.

Interpretation: It is observed from the above graph 2% Respondents repurchase Eon, 10% repurchase i10, 42% repurchase i20, 42% repurchase verna, and 4% repurchase sonata.

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Table 2.1.10 Shows Quality of the Hyundai Car.

Particulars

Respondents

Percent

Cumulative Percent

highly satisfied satisfied moderate Total

18 31 1 50

36.0 62.0 2.0 100.0

36.0 98.0 100.0

Pie chart 2.1.10 Shows Quality of the Hyundai Car.

Interpretation: It is observed from the above graph 36% are highly satisfied with quality, 62% satisfied with quality, and 2% are moderately satisfied with quality.

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Table 2.1.11 Shows Design of the Hyundai Car.

Particulars

Respondents

Percent

Cumulative Percent

highly satisfied satisfied moderate Total

19 26 5 50

38.0 52.0 10.0 100.0

38.0 90.0 100.0

Pie chart 2 .1.11 Shows Design of the Hyundai Car.

Interpretation: It is observed from the above graph 38% are highly satisfied with design, 52% Respondents satisfied with the design, 10% Respondents are moderately satisfied with design.

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Table 2.1.12 Shows Interior of The Hyundai Car

Particulars

Respondents

Percent

Cumulative Percent

highly satisfied satisfied moderate dissatisfied Total

12 22 15 1 50

24.0 44.0 30.0 2.0 100.0

24.0 68.0 98.0 100.0

Pie chart 2.1.12 Shows Interior of The Hyundai Car

Interpretation: It is observed from the above graph 24% Respondents are highly satisfied with interior, 44% Respondents are satisfied with interior, 30% Respondents are moderately satisfied with interior of Hyundai car, 2% Respondents dissatisfied with interior of Hyundai.

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Table 2.1.13 Shows Exterior of the Hyundai Car.

Particulars

Respondents

Percent

Cumulative Percent

highly satisfied satisfied moderate Total

19 22 9 50

38.0 44.0 18.0 100.0

38.0 82.0 100.0

Pie chart 2.1.13 Shows Exterior of the Hyundai Car.

Interpretation: It is observed from the above graph 38% Respondents are highly satisfied with exterior, 44% Respondents are satisfied with exterior, 18% Respondents are moderately satisfied with exterior of Hyundai car.

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Table 2.1.14 Shows Comfort of the Hyundai Car.

Comfort of the Car

Particulars

Respondent s

Percent

Valid Percent

Cumulative Percent

highly satisfied satisfied moderate Total

25 23 2 50

50.0 46.0 4.0 100.0

50.0 46.0 4.0 100.0

50.0 96.0 100.0

Pie chart 2.14 Shows Comfort of the Hyundai Car.

Interpretation: It is observed from the above graph 50% Respondents are highly satisfied with comfort, 46% Respondents are satisfied with comfort, 4% Respondents are moderately satisfied with comfort of Hyundai car.

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Table 2.1.15 Shows Performance of the Hyundai Car.

Particulars

Respondents

Percent

Cumulative Percent

highly satisfied satisfied moderate dissatisfied Total

18 23 8 1 50

36.0 46.0 16.0 2.0 100.0

36.0 82.0 98.0 100.0

Pie chart 2.1.15 Shows Performance of the Hyundai Car.

Interpretation: It is observed from the above graph 36% Respondents are highly satisfied with performance, 46% Respondents are satisfied with performance, 16% Respondents are moderately satisfied with performance of Hyundai car, 2% Respondents dissatisfied with performance of Hyundai.

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Table 2.1.16 Shows Mileage of the Hyundai Car.

Mileage of the Car

Particulars

Respondents

Percent

Valid Percent

Cumulative Percent

highly satisfied satisfied moderate dissatisfied highly dissatisfied Total

1 16 27 5 1 50

2.0 32.0 54.0 10.0 2.0 100.0

2.0 32.0 54.0 10.0 2.0 100.0

2.0 34.0 88.0 98.0 100.0

Pie chart 2.1.16 Shows Mileage of the Hyundai Car.

Interpretation: It is observed from the above graph 2% Respondents are highly satisfied with mileage, 32% Respondents are satisfied with mileage, 54% Respondents are moderately satisfied with performance of Hyundai car, 10% Respondents dissatisfied with mileage, 2% Respondents are highly dissatisfied with the mileage of Hyundai car.

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Table 2.1.17 Shows Maintenance Cost of the Hyundai Car.

Maintenance Cost

Particulars

Respondents

Percent

Valid Percent

Cumulative Percent

highly satisfied satisfied moderate dissatisfied Total

2 29 17 2 50

4.0 58.0 34.0 4.0 100.0

4.0 58.0 34.0 4.0 100.0

4.0 62.0 96.0 100.0

Pie chart 2.1.17 Shows Maintenance Cost of the Hyundai Car.

Interpretation: It is observed from the above graph 4% Respondents are highly satisfied with maintenance cost, 58% Respondents are satisfied with maintenances cost, 34% Respondents are moderately satisfied with maintenances cost of Hyundai car, 4% Respondents dissatisfied with maintenance cost of Hyundai.

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2.2.1CALCULATION OF CHI-SQUARE 2.2.1Relationship between Age & Car Purchase Attitude of the Respondents.
Age of the Respondents * Car Preferred

Particulars santro <25 25-34 35-44 45 & above Total 4 6 3 2 15 Chi-Square Tests Particulars Value

Car Preferred i10 4 10 3 2 19 i20 0 5 4 0 9 verna 1 5 1 0 7

Total

9 26 11 4 50

df

Asymp. Sig. (2-sided)

Pearson Chi-Square Likelihood Ratio N of Valid Cases

7.920a 10.205 50

9 9

.542 .334

a. 14 cells (87.5%) have expected count less than 5. The minimum expected count is .56.

Inference: Null hypothesis accepted since calculated value greater than the table value therefore, there is relationship between Age & car preferences of the Respondents

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2.2.2Relationship between Age & Reason for preference.

Age of the Respondents * Reason for Preferences

Particulars comfort <25 25-34 Age of the Respondents 35-44 45 & above Total 3 4 20 4 9

Reason for Prefer design 1 10 4 0 15 performance 4 5 4 0 13 safety 0 2 0 0 2

Total

9 26 11 4 50

Chi-Square Tests Value df Asymp. Sig. (2-sided)

Pearson Chi-Square Likelihood Ratio N of Valid Cases

12.294

9 9

.197 .110

14.367 50

a. 13 cells (81.2%) have expected count less than 5. The minimum expected count is .16.

Inference: Null hypothesis accepted since calculated value greater than the table value therefore, there is relationship between Age & Reason for preferences of the Respondents

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3 SUMMARIES 3.1FINDINGS
Womens in age group of (26-35) & (36-45) shows more interest in using the four wheelers. Most of the working womens and house wife using the Hyundai cars Most of the Respondents were using i10, i20, santro & Verna. Respondents have said the main features of Hyundai cars are its comfort, performance & Quality. Most of the Respondents are highly satisfied with the availability of models/colors which they want to buy. The factor influencing to buy the car is dealers, and reference of friends and family. Most of the Respondents say that they like the black and red colour Hyundai cars. Most of the womens choice of repurchasing vehicle is verna and i20. Respondents feel that the competitive brand for Hyundai cars is Maruthi Suzuki cars and Tata cars. Consumers rate the comfort of the Hyundai car are highly satisfied Consumers rate the quality, design, interior, exterior, performance, maintenances cost of the Hyundai car are satisfied. Most of Consumers are moderately satisfied with the mileage.

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3.2 CONCLUSION
Now a day womens buying of cars increase and they equally to men using their attitude of buying the cars.

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QUESTIONNAIRES
Name: Age: Occupation: a) <25 a)govt-service( ) a) 3-5lakhs b) 26-34 c) 35-44 d) 45&above

b)business( ) c)professional( ) b) 5-8lakhs c) 8-12lakhs d) 12-above

Annual income:

1) Which model of Hyundai car you preferred a) Eon b) santro c) i10 d) i20 e) Verna

2) Why you prefer this Hyundai car a) Comfort b) Design c) Performance d) Safety

3) Which factor will influencing you to buy a Hyundai Cars? a) Advertisement b) family c) friend/relatives

4) Which color do you prefer most on Hyundai? a) White b) Grey c) Black d) Red

5) Which cars according to you give the most competition to Hyundai cars a) Maruthi cars b) Ford cars c) Honda cars d) Tata cars

6) If you want to repurchase, what will be your choice in Hyundai a) Eon f) Sonata b) santro c) i10 d) i20 e) Verna

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Rate the following:

Attributes Highly Satisfied 7) Quality 8) Design 9) Interior 10) Exterior 11) Comfort 12) Performance 13) Mileage 14) Maintenance cost Satisfied Moderate Dissatisfied Highly Dissatisfied

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REFERENCES Internet 1. 2. 3. 4. 5. 6. Journals

Source: Road & Travel Magazine

Website of www.hyundai.com Website of www.express.com Website of www.marjanmotors.com Website of www.google.com Website of www.wikipedia.com Website of www.expresshyundai.com

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BIBLIOGRAPHY

Name Of Book Marketing Management Research Methodology Marketing Management Fundamentals of Statistics

Name Of Author Paramhans Foundation C.R.Kothari Philip Kotler D.N. Elhance

Edition & Year First Edition, 1992 Second Edition, 1993 Tenth Edition, 1999 Present Edition, 1992