INTRODUCTION WHAT IS CONSUMER BEHAVIOUR

Everybody in this world is a consumer. Every day of our life, we are buying and consuming an incredible variety of goods and services. However, we all have different tastes, likes and dislikes and adopt different behaviour patterns while making purchase decisions. Each consumer is unique and his uniqueness is reflected in the consumption behaviour and pattern and process of purchase. Consumer Behaviour can be defined as those acts of individuals (consumers) directly involved in obtaining, using, and disposing of economic goods and services, including the decision processes that precede and determine these acts. WHAT IS CONSUMER MOTIVATION Consumer motivation is an internal state that drives people to identify and buy products or services that fulfill conscious and unconscious needs or desires. The fulfillment of those needs can then motivate them to make a repeat purchase or to find different goods and services to better fulfill those needs. Depending on how important a purchase is to an individual, his motivational levels may vary from low to high. The factors which influence include familiarity with the purchase, status factors and overall expense and value. Where fulfillment rewards are low, as with day to day commodities, motivation levels are also relatively low and involve little decision-making behavior. Conversely, with a complex, risky and emotionally-charged process such as buying a new house, the motivation levels are very high.

AUTOMOBILE SECTOR
Automobile Industry in India has witnessed a tremendous growth in recent years and has come a long way. It employs more than 10 million people. After independence Indian automobile industry was plagued by unfavourable government policies. All it had to offer in the passenger car segment was an Ambassador and a1960s Suzuki-derived model called the Maruti 800. The automobile sector in India underwent a revolution 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 vital role. After the sector opened to foreign direct investment in 1996 global major moved in. An annual contribution of 4% to the GDP and accounting for about 5% of the total industrial output, this segment clearly stands out as a significant contributor to the economic growth. The industry has grown at a CAGR of 16% p.a over the last 5 years, With the potential to emerge as one of the largest in the world. Presently, India is second largest two wheeler market in the world, 4th largest commercial vehicle market in the world, 11th largest passenger car in the world and is expected to be the 7th largest market by 2016. The industry has emerged as a key contributor to the Indian economy. Over 9.9 million vehicles are produced by India & 1.3 million passenger cars and about 400 000 commercial vehicles. There is no doubt that the Indian automobile industry has played a major role in the elevation of the Indian economy.

HYUNDAI
Hyundai is one of the leading automobile companies in the world today. It was founded in 1967 in South Korea. Hyundai along with Kia ranks as the fourth largest automobile manufacturer and eighth largest automaker. Hyundai Motor India Limited (HMIL) is a wholly owned subsidiary of Hyundai Motor Company (HMC), South Korea and is the largest passenger car exporter and the second largest car manufacturer in India. HMIL presently markets 6 models of passenger cars across segments. The A2 segment includes the Santro, i10 and the i20, the A3 segment includes the Accent and the Verna fluidic, the A5 segment includes the Elantra fludic and Sonata. HMILs fully integrated state-of-the-art manufacturing plant near Chennai boasts of the most advanced production, quality and testing capabilities in the country. To cater to rising demand, HMIL commissioned its second plant in February 2008, which produces an additional 300,000 units per annum, raising HMILs total production capacity to 600,000 units per annum. In continuation with its commitment to providing Indian customers with cutting-edge global technology, HMIL has set up a modern multi-million dollar research and development facility in the cyber city of Hyderabad. It aims to become a centre of excellence for automobile engineering and ensure quick turnaround time to changing consumer needs. As HMCs global export hub for compact cars, HMIL is the first automotive company in India to achieve the export of 10 lakh cars in just over a decade. HMIL currently exports cars to more than 110 countries across EU, Africa, Middle East, Latin America, Asia and Australia. It has been the number one exporter of passenger car of the country for the sixth year in a row.

Hyundai i10
Facts Model name- i10 Design and creation- Hyundai- KIA, R&D CentreKorea. International Debut- India Launch time- November07 Body style- 5 door hatchback i10 compete in the high volume mid compact segment. Dimensions Overall Length- 3565 mm Overall Width- 1595 mm Overall Height- 1550 mm Wheelbase- 2380 Ground Clearance- 165 Variants: 1.2 L Kappa 1.1L i RDE Body Colour: Alpine Blue Oyster Grey

 Crystal White Sleek Silver Electric Red Stone Black Deep Ocean Blue Blushing Red The irresistible i10 is fully equipped and is tailor made for the city. It is the proud owner of the longest wheelbase and three rear seats. The i10 is streetwise, chilly and spacious for the city rides too. The air condition comes across as standard and has front and front side airbags with a fully integrated audio system. The i10 features a unique centre console mounted gear shift. The i-shift transmission takes away the stress from the arm in case of long drives. Simultaneously, it renders greater legroom for the passengers who are in the front seats. The i10 has a number of safety features. The dual air bags provide ample cushioning in case of accidents. The flexible membrane covers the passengers. The anti-lock braking system (ABS) helps to prevent the locking up of the wheel during sudden brakes thus avoiding skidding while retaining car stability and steer ability. The multi-reflector clear glass fog lamp is another feature that ensures maximum visibility even in adverse weather conditions. The clear rear combination lamp is a sleek, elongated feature that helps in improved visibility for trailing vehicles. The instrument cluster has many warning lamps like low fuel warning lamp, seat belt warning lamp, door and tail gate ajar warning lamp, MDPS warning lamp, ABS warning lamp and air bag warning lamp. This is in order to ensure that the driver is aware of all the conditions of the car at all times, ensuringsafety. The seat belt is one of the major safety measures in all cars. It contains an electronically controlled retractor called pretension. The i10 measures a diminutive 3565mm long, 1595mm wide and it has a 2380mm wheelbase. These dimensions mean it will be targeted primarily at the Asian and Euro markets, where demand for baby cars is booming. Motive power for the i10 comes from a 1.1-litre engine with a towering 49kW, and there's also a 1.2-litre turbodiesel unit. The i10 will be one the better equipped baby cars originating from an Indian factory as standard kit across the range includes air-con, front power windows, central locking, power steering, alloy wheels, body-coloured bumpers and a CD player.

RESEARCH METHODOLOGY
OBJECTIVE OF STUDY The main objective of the study done below is to find the motivation in consumers to buy Hyundai i10 car. SAMPLE SIZE A sample size of 30 people was taken. The questionnaires were distributed to 30 people either physically or through the internet. QUESTIONNAIRE

1. Name2. Age3. Gender4. Occupation-

A) Professional B) Businessman C) Service/job D) Retired E) Students 5. Income groupA) Below 300,000 B) 300,001-600,000 C) 600,001-900,000 D) Above 900,000 6. Have you been using any cars of Hyundai before? Yes/no If yes, specify it: - ___________________ 7. What is your daily travelling in kms? A) Less than 10 kms B) 10-25 kms C) 25-40 kms D) More than 40 kms 8. Are you aware of Hyundai i10 car? Yes/no 9. From which sources you got aware about HYUNDAI i10? A) Newspaper advertisement B) Experienced user C) Online sources D) TV E) Promotions 10. Has anyone ever suggested you to buy Hyundai i10? If yes, who? A) Family and relatives B) Friends C) Colleagues D) Others 11. Basis of preference to buy a Hyundai i10 car? A) Driving experience B) Comfort C) Mileage D) Price E) Looks F) Safety G) Other benefits 12. What other factors motivate you to buy Hyundai car? A) Nearby showroom and service centre B) Availability of models and variants C) Less delivery waiting time D) Spare parts availability E) Good performance

13. How far celebrity endorsements influence your buying decision? A) Highly Influential B) Normal Influence C) Neutral D) Less Influence E) Not Influential 14. Why would you recommend HYUNDAI Cars to others? Specify, _____________________________________________

FINDINGS- It is found that majority of customers fall between age group of 20-30 years.

- Also majority of them are students and professionals - Most of the customers of Hyundai i10 fall in income group of 300,001 600,000. - The study finds that majority of the customers prefer price and mileage when buying i10. - Everyone of them is aware of Hyundai i10 car and the major source of awareness is the already users of the car, TV and online sources. - Majority of them say that they are mostly suggested to buy this car by family and friends. - They are also motivated by the ease of spare parts availability and good performance. - Majority of them say that the celebrity endorsements do not influence much in buying decisions. CONCLUSION/RECOMMENDATIONSThe Company can improve availability of spares & parts and the Company can provide easy financing facility by giving them a counter in their showroom. Also the company can cut the cost on celebrity endorsement because study shows that customers are not influenced by celebrity endorsement. The Company can give more importance to extra features includes basic accessories, easy insurance & vehicle registration. The Company can adopt print media as a tool for source of awareness, because it is cheap compare to TV advertisement. The company also needs to attract businessmen and retired by promotional activities that only target this segment. The company also needs to portray the fuel efficacy of this car because the majority of them are influenced by the cars fuel efficiency.