1

CONTENTS
Page
1. INTRODUCTION
EXECUTE SUMMARY 3-17
Introducton to auto!o"#e ndu$tr%
O"&ect'e o( t)e $tud%
Need o( t)e $tud%
*!taton$ o( t)e $tud%
Too#$ and tec)n+ue$
,. RE-IE. O/ *ITERATURE 10-,3
3. COMPANY PRO/I*E ,1-32
1. UNDERTA3IN4 3EY DE*I-ARIES 31-11
5. DATA ANA*YSIS AND INTERPRETATION 15-56
7. /INDIN4S AND SU44ESTIONS 72-7,
7. ANNEXURE 73-70
0. 8I8*IO4RAP9Y 76-72
6. 9ONDA CAR MODE*S 71-71
,
CHAPTER-1
INTRODUCTION
3
Automobile Industry History
In t)e %ear 1776: a /renc) engneer "% t)e na!e o( Nco#a$ ;. Cugnot n'ented t)e (r$t
auto!o"#e to run on road$. T)$ auto!o"#e: n (act: <a$ a $e#(-=o<ered: t)ree-<)ee#ed:
!#tar% tractor t)at !ade t)e u$e o( a $tea! engne. T)e range o( t)e auto!o"#e:
)o<e'er: <a$ 'er% "re( and at t)e !o$t: t cou#d on#% run at a $tretc) (or ((teen !nute$.
In addton: t)e$e auto!o"#e$ <ere not (t (or t)e road$ a$ t)e $tea! engne$ !ade t)e!
'er% )ea'% and #arge: and re+ured a!=#e $tartng t!e. O#'er E'an$ <a$ t)e (r$t to
de$gn a $tea! engne dr'en auto!o"#e n t)e U.S.
A Scot$!an: Ro"ert Ander$on: <a$ t)e (r$t to n'ent an e#ectrc carrage "et<een 103,
and 1036. 9o<e'er: T)o!a$ Da'en=ort o( t)e U.S.A. and Scot$!an Ro"ert Da'd$on
<ere a!ong$t t)e (r$t to n'ent !ore a==#ca"#e auto!o"#e$: !a>ng u$e o( non-
rec)argea"#e e#ectrc "attere$ n 101,. De'e#o=!ent o( road$ !ade tra'e##ng
co!(orta"#e and a$ a re$u#t: t)e $)ort ranged: e#ectrc "atter% dr'en auto!o"#e$ <ere no
!ore t)e "e$t o=ton (or tra'e##ng o'er #onger d$tance$.
T)e Auto!o"#e Indu$tr% (na##% ca!e o( age <t) 9enr% /ord n 1611 (or t)e "u#>
=roducton o( car$. T)$ #ead to t)e de'e#o=!ent o( t)e ndu$tr% and t (r$t "egun n t)e
a$$e!"#% #ne$ o( )$ car (actor%. T)e $e'era# !et)od$ ado=ted "% /ord: !ade t)e ne<
n'enton ?t)at $: t)e car@ =o=u#ar a!ong$t t)e rc) a$ <e## a$ t)e !a$$e$.
Accordng t)e 9$tor% o( Auto!o"#e Indu$tr% US: do!nated t)e auto!o"#e !ar>et$
around t)e g#o"e <t) no nota"#e co!=ettor$. 9o<e'er: a(ter t)e end o( t)e Second
.or#d .ar n 1615: t)e Auto!o"#e Indu$tr% o( ot)er tec)no#ogca##% ad'anced naton$
$uc) a$ ;a=an and certan Euro=ean naton$ ganed !o!entu! and <t)n a 'er% $)ort
1
=erod: "egnnng n t)e ear#% 1602$: t)e U.S Auto!o"#e Indu$tr% <a$ (#ooded <t)
(oregn auto!o"#e co!=ane$: e$=eca##% t)o$e o( ;a=an and 4er!an%.
T)e current trend$ o( t)e 4#o"a# Auto!o"#e Indu$tr% re'ea# t)at n t)e de'e#o=ed
countre$ t)e Auto!o"#e Indu$tre$ are $tagnatng a$ a re$u#t o( t)e droo=ng car !ar>et$:
<)erea$ t)e Auto!o"#e Indu$tr% n t)e de'e#o=ng naton$: $uc) a$: Inda and 8raA#:
)a'e "een con$$tent#% reg$terng )g)er gro<t) rate$ e'er% =a$$ng %ear (or t)er
(#our$)ng do!e$tc auto!o"#e !ar>et$.
T)o$e <)o are ntere$ted n gat)erng !ore n(or!aton a"out t)e Automobile Industry:
!a% "ro<$e t)roug) t)e (o##o<ng #n>$
World Automobile Industry
Automobile Industry Trends
India Automobile ar!et
India Automobile Industry
T"e World Automobile Industry is turned to t"e de#elo$in%
mar!ets&
.t) t)e de'e#o=ed !ar>et$ a#!o$t $aturated: t)e .or#d Auto!o"#e Indu$tr% $ no<
(ocu$ed on t)e de'e#o=ng !ar>et$ o( Sout) A!erca and A$a: and Ea$tern Euro=e <t)
$=eca# e!=)a$$ on 8RIC ?8raA#: Ru$$a: Inda: and C)na@.
A$ =er t)e re=ort$ o( t)e Internatona# OrganAaton o( Motor -e)c#e Manu(acturer$ or
OICA?t)e a$$ocaton o( t)e co!=ane$ n'o#'ed n .or#d Auto!o"#e Indu$tr%@: (or t)e
($ca# end n ,227: t)e auto!o"#e !anu(acturer$ n t)e U.S. )a'e "een o'erta>en "%
t)o$e n ;a=an: n ter!$ o( t)e tota# 'o#u!e o( auto!o"#e unt$ !anu(actured <or#d<de.
5
9o<e'er: t)e $trugg#ng 4enera# Motor$ o( t)e U.S. $t## re!an t)e <or#d<de #eader$ o(
t)e .or#d Auto!o"#e Indu$tr%: a)ead o( t)e ra=d#% gro<ng To%ota Motor Cor=oraton
o( ;a=an: "% a $u"$tanta# !argn.
easures to be ado$ted by %lobal leaders o' t"e World Automobile
Industry&
Se'era# $gn(cant econo!c !ea$ure$ are "eng con$dered "% t)e !a&or =#a%er$ o( t)e
.or#d Auto!o"#e Indu$tr% n order to !a>e a $!oot) entr% nto t)e !ar>et$ o( t)e
de'e#o=ng countre$: and to !a>e a na!e (or t)e!$e#'e$. T)e e((ect'e !ea$ure$ nc#ude
B
Reducng t)e $e##ng =rce$ o( t)e auto!o"#e$ !anu(actured n t)er (actore$
I!=ro'ng t)e #e'e#$ o( a(ter-$a#e$ $er'ce$ to >ee= cu$to!er$ $at$(ed
O=enng !anu(acturng (actore$ n t)e de'e#o=ng naton$: to reduce e((ect'e
co$t$ o( =roducton a$ <e## a$ $a'ng $)==ng c)arge$: and en)ancng =ro!=t
de#'er% o( auto!o"#e unt$.
Automobile Industry Trends
In >ee=ng <t) t)e Automobile Industry Trends: t)e #eadng auto!o"#e !anu(acturer$
are turnng to t)e A$an !ar>et$ t)at a==ear $et to gro< !!en$e#% o'er t)e neCt decade.
T)e auto!o"#e !ar>et$ n t)e U.S.: Euro=e and t)e ;a=an )a'e a#!o$t !atured a$ a
re$u#t o( $aturaton and a==ear $et to dec#ne t)roug) t)e neCt decade. In contra$t: t)e
auto!o"#e !ar>et$ $=read o'er t)e entre A$an contnent ?<t) t)e eCce=ton o( ;a=an@:
are con$tant#% ncrea$ng n $Ae and <## "e t)e de$tnaton (or !o$t o( t)e g#o"a##%
#eadng auto!o"#e !anu(acturer$.
7
T)e Automobile Industry Trends re'ea# t)at t)e e!ergng !ar>et$ o( t)e de'e#o=ng
naton$ o( A$a e$=eca##% C)na: and Inda are "ac>ed "% t)er )uge =o=u#aton gro<t)
rate: to add to t)e gro<ng natona# econo!% o( t)e$e t<o naton$.
T)e ra=d gro<t) o( t)e natona# econo!% o( t)e 8RIC countre$ ?nc#udng 8raA#:
Ru$$a: Inda: and C)na@ )a$ ena"#ed a gro<ng $ecton o( t)e =o=u#aton o( t)e$e
countre$ to =urc)a$e auto!o"#e$. 4#o"a# $ur'e%$ conducted recent#% re'ea# t)at <t)n
t)e neCt ten %ear$: t)e$e e!ergng auto!o"#e !ar>et$ <## account (or near#% a
<)oo=ng 62 =ercent o( t)e g#o"a# auto!o"#e $a#e$ gro<t). A$ a re$u#t o( t)$: #eadng
Auto!o"#e !anu(acturer$ o( t)e <or#d are $ettng u= (actore$ n t)e e!ergng !ar>et$:
n order to $er'e t)e =otenta# con$u!er$ "etter a$ <e## a$ reduce !anu(acturng and
$)==ng co$t$. In addton: t)e$e arrange!ent$ are ena"#ng t)e #eadng g#o"a#
auto!o"#e !anu(acturer$ to co!=ete <t) t)e #oca# auto!o"#e !anu(acturer$: t)at <ere
(#our$)ng n t)e a"$ence o( +ua#t% co!=etton.
T)e =ro$=ert% o( t)e natona# econo!% $ re(#ected n t)e r$ng =er ca=ta nco!e o( t)e
de'e#o=ng naton$. T)ere(ore: ncrea$ng 4ro$$ Do!e$tc Product and =er ca=ta nco!e
)a'e ra$ed t)e =urc)a$ng a"#t% o( t)e =o=u#aton t)at con$ttute$ t)e$e e!ergng
!ar>et$

A$ a gro<ng =ercentage o( t)e =o=u#aton n t)e de'e#o=ed naton$ age ra=d#%: n
co!=ar$on to t)e re$t o( t)e <or#d: t)e$e agng nu!"er$ nece$$tate auto!o"#e$ to (t
t)e =)%$o#ogca# c)ange o( t)e <or#d =o=u#aton.
T"e Emer%in% India Automobile ar!et&
T)e India Automobile ar!et $ a =ro!$ng ndu$tra# $ector t)at $ gro<ng
!!en$e#% e'er% =a$$ng %ear. T)e =a$$enger car$ are re(erred to: t)roug) t)e u$e o( t)e
<ord Dauto!o"#e.D T)e <)oo=ng gro<t) eC=erenced "% t)e Indan Auto!o"#e Mar>et
n t)e #a$t (nanca# %ear t$e#(: t)at $ t)e (nanca# %ear end n /e"ruar%: ,227: <a$ 'er%
c#o$e to a 10 =ercent o'er t)e =re'ou$ ($ca#. T)$ $tat$tca# (act $ a g#tterng eCa!=#e
o( t)e =otenta# o( t)e gro<ng Auto!o"#e Indu$tr% n Inda.
7
A$ =er t)e $ur'e% conducted "% t)e Socet% o( Indan Auto!o"#e Manu(acturer$: t)e
tota# nu!"er o( auto!o"#e$ !anu(actured "% t)e Auto!o"#e Indu$tr% n Inda:
t)roug)out t)e (nanca# %ear ,227-27: <a$ 'er% c#o$e to t)e 15.5 #a>) ?1.5 !##on@
!argn. T)e )uge o( nu!"er o( auto!o"#e$ !anu(actured "% t)e Auto!o"#e Indu$tr%
n Inda <a$ an enor!ou$ gro<t) u=on t)e nu!"er o( auto!o"#e$ !anu(actured durng
t)e =re'ou$ ($ca#: t)at ended n ,227.
T)e tota# nu!"er o( car$ t)at <ere eC=orted (ro! Inda <ere 'er% c#o$e to t)e ,.2 #a>)
?,.2 )undred t)ou$and@ !argn: an encouragng $gn (or t)e Auto!o"#e Indu$tr% n Inda.
T)e eC=ort o( car$ !anu(actured n Inda co!=r$ed near#% 13 =ercent o( t)e tota# nu!"er
o( car$ !anu(actured do!e$tca##% "% t)e Auto!o"#e Indu$tr% n Inda.
T)e Inda Auto!o"#e Mar>et #oo>$ $et to =ro$=er: #arge#% due to t)e gro<ng !ar>et (or
auto!o"#e$ t)at $ de'e#o=ng n Inda. In t)e (nanca# %ear t)at ended n /e"ruar%:
,221: t)e Indan auto!o"#e !ar>et$ <ere t)e (a$te$t gro<ng n t)e <or#d: <t) t)e
reg$tered gro<t) rate touc)ng near#% ,2 =ercent.
T)e Auto!o"#e Indu$tr% n Inda !an#% co!=r$e$ o( t)e $!a## car $ecton: <)c)
en&o%$ near#% a ,E3rd !ar>et $)are o( t)e entre !ar>et (or auto!o"#e$ n Inda. In t)$
re$=ect: t)e Indan !ar>et$ are t)e #arge$t n t)e <or#d (or $!a## car$: "e)nd ;a=an.
T)e Indan =a$$enger car !ar>et <)c) ran>$ a!ong$t t)e #arge$t n t)e <or#d: $ =o$ed
to "eco!e e'en !ore #arger and enter t)e to= ('e =a$$enger car !ar>et$ n t)e <or#d n
t)e neCt decade.
India Automobile Industry
0
/o##o<ng IndaF$ gro<ng o=enne$$: t)e arr'a# o( ne< and eC$tng !ode#$: ea$%
a'a#a"#t% o( (nance at re#at'e#% #o< rate o( ntere$t and =rce d$count$ o((ered "% t)e
dea#er$ and !anu(acturer$ a## )a'e $trred t)e de!and (or 'e)c#e$ and a $trong gro<t) o(
t)e Indan automobile industry.
T)e data o"taned (ro! !n$tr% o( co!!erce and ndu$tr%: $)o<$ )g) gro<t) o"taned
$nce ,221- 2, n auto!o"#e =roducton contnung n t)e (r$t t)ree +uarter$ o( t)e ,221-
25. Annua# gro<t) <a$ 17.2 =er cent n A=r#-Dece!"er: ,221G t)e gro<t) rate n ,223-
21 <a$ 15.1 =er cent T)e automobile industry gre< at a co!=ound annua# gro<t) rate
?CA4R@ o( ,, =er cent "et<een 166, and 1667.
.t) n'e$t!ent eCceedng R$. 52:222 crore: t)e turno'er o( t)e automobile industry
eCceeded R$. 56:510 crore n ,22,-23. Inc#udng turno'er o( t)e auto-co!=onent $ector:
t)e auto!ot'e ndu$tr%F$ turno'er: <)c) <a$ a"o'e R$. 01:222 crore n ,22,-23: $
e$t!ated to )a'e eCceeded R$.1:22:222 crore ? USD ,,. 71 "##on@ n ,223-21.
Automobile Dealers Net(or! in India
In ter!$ o( Car dea#er net<or>$ and aut)orAed $er'ce $taton$: Marut #ead$ t)e =ac>
<t) Dea#er net<or>$ and <or>$)o=$ acro$$ t)e countr%. T)e ot)er #eadng auto!o"#e
!anu(acture$ are a#$o tr%ng to co=e u= and are o=enng t)er $er'ce $taton$ and dea#er
<or>$)o=$ n a## t)e !etro$ and !a&or cte$ o( t)e countr%. Dea#er$ o((er 'ar%ng >nd o(
d$count o( (nance$ <)o n tern =a$$ t on to t)e cu$to!er$ n t)e (or! o( reduced
ntere$t rate$.
a)or anu'a*turers in Automobile Industry
Marut Ud%og *td.
4enera# Motor$ Inda
/ord Inda *td.
Ec)er Motor$
8a&a& Auto
6
Dae<oo Motor$ Inda
9onda Motor$
9ndu$tan Motor$
9%unda Motor Inda *td.
Ro%a# En(e#d Motor$
Te#co
T-S Motor$
DC De$gn$
S<ara& MaAda *td
+o#ernment "as liberali,ed t"e norms 'or 'orei%n in#estment and im$ort o'
te*"nolo%y and t"at a$$ears to "a#e bene'ited t"e automobile se*tor& T)e =roducton
o( tota# 'e)c#e$ ncrea$ed (ro! 1., !##on n 1660- 66 to 7.3 !##on n ,223-21. It is
li!ely t"at t"e $rodu*tion o' su*" #e"i*les (ill e-*eed 1. million in t"e ne-t *ou$le o'
years&
T)e ndu$tr% )a$ ado=ted t)e g#o"a# $tandard$ and t)$ <a$ !an(e$ted n t)e ncrea$ng
eC=ort$ o( t)e $ector. A(ter a te!=orar% $#u!= durng 1660- 66 and 1666-22: $uc) eC=ort$
reg$tered ro"u$t gro<t) rate$ o( <e## o'er 52 =er cent n ,22,-23 and ,223-21 eac) to
eCceed t<o and- a-)a#( t!e$ t)e eC=ort (gure (or ,221-2,.
Automobile E-$ort Numbers
Cate%ory /..0-.1 /..2-1. /.13-10
Pa$$enger Car ,5170 1,1170
5,50,466
Mu#t Ut#t% -e)c#e$ ,751 306,
Co!!erca# -e)c#e$ 12120 16631
T<o .)ee#er$ 12222, ,57775
T)ree .)ee#er$ ,1130 51535
Per*enta%e +ro(t" -14&4 3/&5
12
THE 6E7 8ACTORS 9EHIND THIS UPSWIN+
Sa#e$ ncent'e$: ntroducton o( ne< !ode#$ a$ <e## a$ 'arant$ cou=#ed <t) ea$%
a'a#a"#t% o( #o< co$t (nance <t) co!(orta"#e re=a%!ent o=ton$ contnued to dr'e
de!and and $a#e$ o( auto!o"#e$ durng t)e (r$t t<o +uarter$ o( t)e current %ear. T)e
r$> o( an ncrea$e n t)e ntere$t rate$: t)e !=act o( de#a%ed !on$oon$ on rura# de!and:
and ncrea$e n t)e co$t$ o( n=ut$ $uc) a$ $tee# are t)e >e% concern$ (or t)e =#a%er$ n t)e
ndu$tr%.
A$ t)e =#a%er$ contnue to ntroduce ne< !ode#$ and 'arant$: t)e co!=etton !a%
nten$(% (urt)er. T)e a"#t% o( t)e =#a%er$ to contan co$t$ and (ocu$ on eC=ort$ <## "e
crtca# (or t)e =er(or!ance o( t)er re$=ect'e co!=ane$.
T)e auto co!=onent $ector )a$ a#$o =o$ted $gn(cant gro<t) o( ,2 =er cent n ,223-21:
to ac)e'e a $a#e$ turno'er o( R$.32:712 crore ?USH 7.7 "##on@. /urt)er: t)ere $ a
=otenta# (or )g)er gro<t) due to out$ourcng act'te$ "% g#o"a# auto!o"#e$ gant$.
Toda%: t)$ $ector )a$ e!erged a$ anot)er $unr$e $ector.
EVEN GROWTH
11
O==o$ng t)e "e#e( t)at t)e gro<t) n !o"#e ndu$tr% )a$ catered on#% to t)e to=
nco!e-$tratu! o( $ocet%: 4ro<t) o( eC=ort$ o( 3,.0 I n t)e (r$t t)ree +uarter$ o(
,226-12 t)e (a$te$t gro<t) n 'o#u!e$ )a$ co!e (ro! co!!erca# 'e)c#e$ a$ agan$t
=a$$enger car$.
8et<een ,221 and ,225: t)e out=ut o( co!!erca# 'e)c#e$ )a$ gro<n ,.0 t!e$
co!=ared to t)e ,., t!e$ ncrea$e n =a$$enger car$. /urt)er!ore: t<o-<)ee#er out=ut
contnue$ to do!nate t)e 'o#u!e $tat$tc$ o( t)e $ector. In ,223-21: (or e'er% =a$$enger
car turned out "% t)e $ector: t)ere <ere 7 t<o-<)ee#er$ =roduced. In t)e t<o <)ee#er
$eg!ent: t)ere $ a greater =re(erence (or !otorc%c#e$ (o##o<ed "% $cooter$: <t) "ot)
=roducton and do!e$tc $a#e$ o( !otorc%c#e$ ncrea$ng at (a$ter rate$ t)an (or $cooter$
n t)e current and =re'ou$ %ear$. 9o<e'er: !o=ed$ )a'e reg$tered #o< or negat'e
gro<t). EC=ort gro<t) rate$ )a'e "een )g) "ot) (or !otorc%c#e$ and $cooter$.
E:ECUTI;E SUAR7
*a>$)! 9%unda $ nto auto!o"#e "u$ne$$ $nce #a$t 11 %ear$. It )a$ a tota# turno'er o(
R$. 55 Crore$ <t) tota# $trengt) o( around ,,5 =er$onne# e!=#o%ed n 'arou$ ca=acte$.
Cu$to!er $at$(acton $ a conce=t t)at !ore and !ore co!=ane$ are =uttng at t)e )eart
o( t)er $trateg%: "ut (or t)$ to "e $ucce$$(u#: t)e%Jre need$ to "e c#art% a"out <)at
cu$to!er $at$(acton !ean$ and <)at need$ to )a==en to dr'e !=ro'e!ent.
1,
NEED 8OR STUD7
Increa$ng co!=etton: e'er gro<ng !ar>et: ea$% a'a#a"#t% o( t)e (nance$ and
ncrea$ng =o=u#aton o( %oung eCecut'e$: <t) )uge d$=o$a"#e nco!e$: o'er t)e =a$t
(e< %ear$ )a$ $u"$tanta##% ncrea$ed t)e $a#e$ n t)e auto!o"#e ndu$tr%. A#$o: t)e
co!=etton a!ong t)e dea#er$ o( t)e =roduct$ )a$ ncrea$ed <t) eac) tr%ng to
!aC!Ae t)er cu$to!er "a$e. T)$ !a>e$ t !=erat'e (or t)e dea#er$ to =ro'de t)e
"e$t o( t)e $er'ce$ and eCceed t)e cu$to!er eC=ectaton$ to ac)e'e cu$to!er de#g)t and
#o%a#t%.
T)e $tud% tre$ to under$tand t)e >e% $er'ce =ara!eter$ and re(#ect u=on t)e
d%$(unctona# area$: t)u$ =ro'dng t)e dea#er <t) an n$g)t nto t)e #e'e# o( cu$to!er
$at$(acton and c)angng trend$ o( t)e cu$to!er eC=ectaton$.
13
O9<ECTI;E O8 THE STUD7
To $tud% and under$tand t)e >e% $er'ce =ara!eter$ u$ng Cu$to!er Sat$(acton and
re(#ect u=on t)e #o< =er(or!ng area$B
To $tud% a"out t)e cu$to!er $at$(acton on t)e $er'ce$ =ro'ded "% t)e dea#er$.
To $tud% t)e o=non o( t)e cu$to!er$ regardng t)e a'a#a"#t% and co$t o( $=are
=art$.
To $tud% t)e o=non o( t)e o<ner$ o( car$ regardng t$ (eature$ #>e !#eage: =rce
etc.
To $tud% t)e e((ect o( ad'ert$e!ent on t)e cu$to!er$ to =ro!ote t)e =roduct.
To $tud% t)e cu$to!er $at$(acton <t) u$age o( t)er car$.
To $tud% t)e n(or!aton re$ource$ t)at t)e cu$to!er u$ng "e(ore =urc)a$ng t)e
car.
11
SCOPE O8 THE PRO<ECT
T)e re$earc) !ea$ure$ t)e eC=erence$ o( cu$to!er$.
De(ne$ and ana#%$e$ t)e eC=erence$ "a$ed on >e% de#'era"#e$.
4an$ n$g)t$ nto Cu$to!er eC=ectaton$.
=imitations>
T)e $tud% $ re$trcted n $co=e o( o<ng to t)e (o##o<ng #!taton$B
Due to con$trant o( t!e on#% ct% o( 9%dera"ad $ $e#ected and $o t cannot c#a!
to "e a co!=re)en$'e $tud% o( t)e =o=u#aton.
T)e $a!=#e $Ae $ re$trcted to 122 re$=ondent$.
RESEARCH ETHODO=O+7
Pre#!nar% $tage o( $tud%- a =#ot $ur'e%: =er$ona# nter'e< o( $a#e$ con$u#tant$:
=otenta# cu$to!er$ and eC$tng cu$to!er nu!"erng ,2 <a$ conducted to arr'e at >e%
de#'era"#e$ <)c) <ou#d en$ure cu$to!er $at$(acton. T)e re$earc) too# ?+ue$tonnare@
<a$ de$gned "% nducng t)e 'arou$ +uere$: "a$ed on t)e >e% de#'era"#e$: <)c)
<ou#d re(#ect t)e cu$to!er $at$(acton.
15
T)e re$earc) <a$ "a$ed on a $tud% o( a $a!=#e: $Aed 122: u$ng $!=#e rando! $a!=#e
$e#ected (ro! t)e eC$tng data"a$e o( *a>$)! 9%unda. T)e re$earc) nc#uded
co##ecton o( data (ro! t)e =r!ar% $ource$ u$ng t)e re$earc) too# ?+ue$tonnare@. /na#
$tage <a$ to ana#%Ae: nter=ret and dra< conc#u$on$ (ro! t)e data co##ected
Date Sour*es>
Primary Data>
T)e data $ co##ected drect#% (ro! eac) and e'er% cu$to!er.
Pilot Sur#ey
A =#ot $ur'e% <a$ conducted to under$tand t)e (actor$: <)c) <ou#d =o$t'e#%
n(#uence t)e cu$to!er. Per$ona# Inter'e<$ tota#ng ,2 <ere conducted (or t)e $a#e$
tea!: =otenta# cu$to!er$ and t)e eC$tng cu$to!er$ o( *a>$)! 9%unda. T)e (actor$
$corng )g) n t)e nter'e<$ <ere con$dered to "e t)e >e% de#'era"#e$.
Sur#ey Resear*">
T)e re$earc) <a$ done to #earn a"out =eo=#eJ$ =re(erence$ and $at$(acton o( t)e
*and!ar> 9onda cu$to!er.
Resear*" Tool>
?uestionnaire @$rimary tool- atta*"ment 1A
Inter'e< t)roug) +ue$tonnare !et)od <a$ e!=#o%ed (or t)e re$earc) =ur=o$e. T)e
+ue$tonnare$ <ere nd'dua##% ad!n$tered to eac) cu$to!er to en$ure !n!u!
17
$co=e (or (au#t% data entr% and error o( under$tandng. T)$ !et)od a#$o ga'e t)e
nter'e<er t)e $co=e o( enterng nto a da#ogue and under$tandng t)e cu$to!erJ$
=erce=ton "etter.
T)e +ue$tonnare tred to ca=ture t)e re$=on$e$ o( t)e cu$to!er$ !an#% on t)e >e%
de#'era"#e$: der'ed (ro! t)e =#ot $ur'e% conducted: and a (e< +ue$ton$ )a'e "een
nc#uded to gauge t)e #e'e# o( $at$(acton and to gan n$g)t nto cu$to!er eC=ectaton$.
Unstru*tured inter#ie(
T)e nter'e< co!=#e!ented t)e =r!ar% re$earc) too# and )e#=ed de#'er nto deta#$ o(
re$=on$e$ =ro'ded "% t)e cu$to!er$. T)$ not on#% 'a#dated t)e re$=on$e$ o( t)e
cu$to!er$ "ut a#$o )e#=ed t)e nter'e<er under$tand t)e eC=ectaton$ o( t)e cu$to!er$.
Sam$lin% Unit> In t)$ $tud% t)e $a!=#ng unt u$ed $ t)e eC$tng cu$to!er "a$e o(
*a>$)! 9%unda. Se#ecton $ !ade (ro! t)e #$t o( Cu$to!er$ durng t)e #a$t one %ear.
Sam$lin% Si,e> Sa!=#e $Ae <a$ c)o$en to "e 122.
Sam$lin% Pro*edure> S!=#e Rando! Sa!=#ng.
In $!=#e rando! $a!=#ng: eac) !e!"er o( t)e target =o=u#aton )a$ t)e
$a!e c)ance o( "eng $e#ected (or =artc=aton n t)e $tud%. /or a $a!=#e to tru#% "e a
$!=#e rando! $a!=#e <e need to de'e#o= a #$t or $a!=#ng (ra!e t)at nc#ude$ a#!o$t
a## o( t)e =o=u#aton: t)en (ro! t)$ <e rando!#% =u## na!e$ (ro! t)e $a!=#ng (ra!e
u$ng $o!e >nd o( rando! !et)od $uc) a$ a rando! nu!"er ta"#e or a rando! nu!"er
generator. /na##%: nu!"er$ are a$$gned to a## !e!"er$ o( t)e =o=u#aton and =u## t)e
na!e$ o( t)o$e !e!"er$ <)o$e nu!"er$ are =u##ed (ro! t)e ta"#e or generator.
T)e "gge$t ad'antage to a $!=#e rando! $a!=#e $ t)at <e get a =rett% good
un"a$ed $a!=#e (ar#% ea$#%. T)e "gge$t do<n$de $ t)at <e !a% not get a## e#e!ent$
o( t)e =o=u#aton t)at are o( ntere$t.
17
CHAPTER-/
RE;IEW O8 =ITERATURE
CUSTOER SATIS8ACTION
Con*e$t Identi'i*ation-
A$ organAaton$ "eco!e ncrea$ng#% cu$to!er (ocu$ed and dr'en "% de!and: t)e need
to gan cu$to!er #o%a#t% and retan t)er #o%a#t% $ crtca#. Cu$to!er $at$(acton $ t)e
!o$t e((ect'e <a% to ac)e'e cu$to!er #o%a#t%. Cu$to!er $at$(acton and cu$to!er
#o%a#t% $)are !an% $!#ar trat$. Cu$to!er 'a#ue $ t)e cu$to!erJ$ =erce=ton o( t)e rato
o( "ene(t$ to <)at )e or $)e g'e$ to o"tan t)o$e "ene(t$. T)e cu$to!er -a#ue Trad $ a
(ra!e<or> u$ed to under$tand <)at t $ t)at cu$to!er$ <ant. T)e (ra!e<or> con$$t$ o(
t)ree =art$B ?1@ =erce'ed =roduct +ua#t%: ?,@ 'a#ue-"a$ed =rcng: and ?3@ =erce'ed
$er'ce +ua#t%.
Cu$to!er$ are $at$(ed: <)en 'a#ue !eet$ or eCceed$ eC=ectaton$. I( t)er eC=ectaton$
o( 'a#ue are not !et: t)ere $ no c)ance o( $at$(%ng t)e!. /gurng out <)at t)e
cu$to!er$ <ant: )o<e'er: $ a d((cu#t and co!=#eC =roce$$. To "e a"#e to create and
de#'er cu$to!er 'a#ue $ !=ortant to under$tand t$ co!=onent$. On t)e !o$t "a$c
10
#e'e#: 'a#ue (ro! a cu$to!erJ$ =er$=ect'e $ t)e rato o( "ene(t$ to t)e r$>$ "eng ta>en
<)#e "u%ng t)e =roduct.
CUSTOER SATIS8ACTION
AN INSI+HT
Accordng to 9aro#d E Ed!ond$on K Cu$to!er Sat$(actonL $ee!$ to a==ear n =rnt
!ore (re+uent#% t)an an% ot)er catc) =)ra$e u$ed to de$cr"e a ne< (ound !agc (or
ndu$tra# $ucce$$. 8e(ore <e =roceed n to t)e $tud% o( t)e d%na!c$ o( Cu$to!er
Sat$(acton t $ !=ortant to >no< a"out: <)o a cu$to!er $ and <)at $at$(acton rea##%
!ean$.
W"o really is a CustomerB
T)e +ue$ton o( de(nng <)o %our cu$to!er$ are $ee!$ (ar#% ea$% =artcu#ar#% ( %ou
)a'e $eg!ented %our !ar>et =ro=er#% and under$tand <)o %ou are tr%ng to
$at$(%. 9o<e'er $u"t#et% t)at (re+uent#% goe$ undetected "% !an% (r!$ $ t)at $ t)at
cu$to!er $et can "e d'ded nto t<o =art$: t)e a==arent cu$to!er and t)e u$er. T)e
a==arent cu$to!er $ t)e =er$on or grou= o( =eo=#e <)o decde <)at =roduct to "u% and
"a$ca##% )a'e contro# o'er t)e =ur$e $trng$. T)e u$er $ a =er$on or grou= <)o
=)%$ca##% u$e$ t)e =roduct or $ t)e drect rec=ent o( a $er'ce.
.)at doe$ $at$(acton rea##% !eanM
A$ n de(nng cu$to!er a"o'e: de(nng $at$(acton a#$o a==ear$ $!=#e. 9o<e'er a$
<t) cu$to!er t)ere $ a $u"t#et% t)at need$ addre$$ng. Sat$(acton "% !o$t de(nton$
$!=#% !ean$ !eetng t)e cu$to!erJ$ re+ure!ent.
16
Cu$to!er $at$(acton $ a conce=t t)at !ore and !ore co!=ane$ are =uttng at t)e )eart
o( t)er $trateg%: "ut (or t)$ to "e $ucce$$(u# t)e%Jre need$ to "e c#art% a"out: <)at
cu$to!er $at$(acton !ean$ and <)at need$ to )a==en to dr'e !=ro'e!ent. .t)out
t)$: t)ere $ a r$> t)at cu$to!er $at$(acton "eco!e$ #tt#e !ore t)an a good ntenton:
<t) con(u$ed o"&ect'e$ (a#ng to addre$$ t)e rea# $$ue$ (or cu$to!er$: one )e#=(u# <a%
to #oo> at t)e =ro"#e! $ to re=)ra$e t)e o"&ect'e$B $et t)e $g)t$ on )e#=ng t)e
cu$to!er$ !eet t)er goa#$.
Cu$to!er $at$(acton can "e de(ned n !an% d((erent <a%$. /ndng t)e rg)t <a% (or a
co!=an% de=end$ on under$tandng %our cu$to!er and on )a'ng a c#ear '$on o( t)e
ro#e t)at cu$to!er $at$(acton $ to =#a% n t)e $trateg%. /or eCa!=#e: a (ocu$ on cu$to!er
$at$(acton can <or> a#ong$de eC$tng $eg!entaton$ to $u==ort re'enue generaton
(ro! )g) 'a#ue cu$to!er$ or t can "e a co!=an%-<de o"&ect'e rooted n t)e "rand
'a#ue$. /or t)e (or!er: t !a% "e $u((cent to (ocu$ on !=ro'ng cu$to!er $er'ce: "ut
(or t)e #atter a "roader de(nton o( cu$to!er $at$(acton $ nece$$ar%: c#o$er a>n to
cor=orate re=utaton.
.)ate'er t)e $trateg% (or cu$to!er $at$(acton: t !u$t at #ea$t nc#ude gettng t)e "a$c$
rg)t. /a#ng to ac)e'e t)$ can de$tro% t)e re=utaton a$ <e## a$ #o$ng 'a#ua"#e
cu$to!er$. E'er% cu$to!er: regard#e$$ o( t)er econo!c <ort) to t)e "u$ne$$: )a$ t)e
=o<er to n(#uence N =o$t'e#% or negat'e#% N a co!=an%J$ re=utaton. Once t)e
o"&ect'e$ (or t)e cu$to!er $at$(acton $trateg% are de(ned t)ere are a nu!"er o( $te=$
<e can ta>e to !a>e $ure t)e (ocu$ on cu$to!er $at$(acton $ e((ect'e.
9uildin% a *om$any around Customer Satis'a*tion -
.t) t)e ncrea$e n cu$to!erJ$ de!and$ and co!=etton t )a$ "eco!e a #ot !ore
!=ortant to "a$e t)e entre co!=an% on cu$to!er $er'ce. .)en dong t)$ one !u$t (r$t
rea#Ae t)at e'er% !e!"er o( an organAaton =#a%$ an act'e ro#e n cu$to!er
$er'ce. T)$ nc#ude$ "ot) eCterna# cu$to!er$ and nterna# cu$to!er$ <t)n a co!=an%.
Cu$to!er (ocu$ed organAaton$ (ocu$ "ot) on cu$to!er $at$(acton and
=ro(t. Ac)e'ng cu$to!er $at$(acton generate$ t)e =ro(t. In t)e$e organAaton$ to=
,2
!anage!ent )a$ (re+uent contact$ <t) eCterna# cu$to!er$. T)e to= !anage!ent u$e$
con$u#tat'e: =artc=at'e: and $u==ort'e !anage!ent $t%#e$ to get t)roug) to t)e
cu$to!er. T)e $ta(( (ocu$e$ a## o( t$ attenton on $at$(%ng t)e cu$to!erJ$
need$. 9o<e'er: t)e !anage!entJ$ &o" $ to =ro'de t)e $ta(( <t) $u==ort nece$$ar% to
ac)e'e t)e$e goa#$. T)e ot)er de=art!ent and $ta(( n t)e organAaton t)at do not )a'e
drect contact <t) t)e eCterna# cu$to!er$ dea# eCc#u$'e#% <t) nterna# cu$to!er
$at$(acton.
T"e In'luen*e o' t"e sales$erson in Customer Satis'a*tion-
In an artc#e tt#ed: KT)e n(#uence o( $a#e$=er$on $e##ng "e)a'or on cu$to!er
$at$(acton <t) =roduct$:L 8rent 4.4o(( and ;a!e$ S. 8o#e$ eCa!ne t)e e((ect$ o( non-
=roduct re#ated con$truct on cu$to!er $at$(acton <t) !a&or reta# =urc)a$e$ $uc) a$
auto!o"#e$. T)e artc#e $tate$ t)at $a#e$=er$onJ$ $e##ng orentaton- cu$to!er orentaton
?SOCO@ <## a((ect not on#% con$u!er $at$(acton <t) t)e $a#e$=er$on and dea#er: "ut
a#$o ndrect#%: $at$(acton <t) t)e =roduct or !anu(acturer.
In t)e =er$=ect'e$ o( "ot) t)e reta#er and t)e !anu(acturer: cu$to!er $at$(acton
re=re$ent$ an !=ortant $$ue "ecau$e t re#ate$ to $e'era# de$ra"#e outco!e$. Cu$to!er
$at$(acton #ead$ to (uture =urc)a$e$: and re=eated =urc)a$e$ o( t)e $a!e =roduct (ro!
t)e $a!e $ource. In ot)er <ord$: t )e#=$ a (r! retan t$ =re$ent cu$to!er$ and "u#d
#o%a#t%. 8% )e#=ng a "u%er o"tan =roduct n(or!aton and =ro'dng gude#ne$ a"out
<)at $)ou#d "e eC=ected durng t)e "u%ng =roce$$ and u$e o( a =roduct: a $a#e$=er$on
!a% n(#uence cu$to!er eC=ectaton$ concernng t)e =roduct. T)ere"% t)$ !a% reduce
t)e #>e#)ood o( d$$at$(acton ?4re<a# and S)ar!a: 1661@. A $ucce$$(u# $a#e$=er$on
ta#or$ to t)e need$ o( eac) nd'dua# cu$to!er. 8% "eng cu$to!er-orented: a
$a#e$=er$on $ #>e#% to dent(% <t) need$ o( t)e cu$to!er: ena"#ng t)e $a#e$=er$on to
!atc) )$ or )er =re$entaton to t)o$e re+ure!ent$ o( t)e cu$to!er.
Internal ar!etin% C "o( it a''e*ts Customer Satis'a*tion C
Succe$$(u# co!=ane$ !a>e e'er% e((ort to en$ure $at$(acton to t)er cu$to!er "%
(ocu$ng a## organAatona# e((ort$ o( t)e co!=an% on =ro'dng $u=eror cu$to!er
,1
$er'ce. 8% dong t)$ t)e$e co!=ane$ )o=e to retan t)er eC$tng cu$to!er$ and attract
ne< one$. On#% ang#e o( cu$to!er $at$(acton co!!on#% o'er#oo>ed $ t)e nterna#
a$=ect.
T)e nterna# cu$to!er or e!=#o%ee =#a%$ a 'ta# ro#e n ac)e'ng cu$to!er $at$(acton
and #o%a#t%. So!e (r!J$ do not under$tand t)at t)e treat!ent o( nterna# cu$to!er$
"eco!e$ t)e eCterna# cu$to!er$J =erce=ton o( t)e co!=an%. A (r!J$ e!=#o%ee$ or ot)er
de=art!ent$ <t)n t)e organAaton !a>e u= t$ nterna# cu$to!er$. T)er &o"
=er(or!ance a((ect$ t)e (r!J$ a"#t% to de#'er $u=eror =roduct and cu$to!er $er'ce
?8oone and 3urtA: 1666@. .)en a (r!J$ e!=#o%ee$ are )a==% at <or>: t)er o'era##
atttude and =er(or!ance to<ard$ t)e cu$to!er en)ance$ tre!endou$#%. Interna#
!ar>etng )e#=$ !e!"er$ or e!=#o%ee$ o( an organAaton under$tand and (u#(## t)er
ro#e$ n !=#e!entng t$ !ar>etng $trateg%. Interna# !ar>etng not on#% >ee=$
e!=#o%ee$ )a==%: t a#$o $)o<$ t)e! )o< t)er acton$ a((ect t)e (r!J$ a"#t% to ac)e'e
cu$to!er $at$(acton.
Customer Satis'a*tion as $art o' Ser#i*e Pro'it C"ain>
A 9ar'ard 8u$ne$$ Re'e< artc#e out#ne$ t)e nterna# =roce$$ re+ured to dr'e gro<t)
and ncrea$e =ro(ta"#t%. T)e artc#e de$cr"e$ t)e <a%$ n <)c) $er'ce +ua#t%
contr"ute$ to $ucce$$: out#nng t)e $te=$ n t)e KSer'ce-=ro(t c)anLB
Pro'itability D +ro(t"
Cu$to!er *o%a#t%
Cu$to!er Sat$(acton
-a#ue
E!=#o%ee Product't%
E!=#o%ee *o%a#t%
Interna# Oua#t%
*eader$)=
,,
CHAPTER-3
COPAN7 PRO8I=E
,3
PRO8I=E O8 H7UNDAI
K9%undaL a na!e to "e rec>oned n t)e .or#d Auto!o"#e ndu$tr% $ 3oreaJ$ nu!"er
one auto!a>er. 9%unda )a$ e$ta"#$)ed an en'a"#e record (or gro<t) "ot) n
+uanttat'e and +ua#tat'e ter!$ tran$(or!ng t$e#( (ro! a do!e$tca##% orented
!anu(acture nto a g#o"a# =#a%er and #eadng contr"utor to 3oreaJ$ econo!c and
ndu$tra# de'e#o=!ent. 9%unda Motor Co!=an% $ $tead#% acce#eratng to ac)e'e t)e
$tatu$ o( <or#d-c#a$$ auto!o"#e co!=an%.
In Dece!"er 1677: 9%unda Motor Co!=an% ?9MC@ <a$ "orn out o( t)e 9%unda
8u$ne$$ grou=: t)e natonJ$ #arge$t cong#o!erate <t) t)e =ur=o$e o( enterng t)e
auto!o"#e ndu$tr% to !eet t)e gro<ng do!e$tc de!and (or car$. Snce t)en: 9MC )a$
=#a%ed a !a&or ro#e n =ro'dng tran$=ortaton to (urt)er 3oreaJ$ econo!c$ gro<t) and
=ro$=ert%.
Entry o' Hyundai otor Com$any in t"e Indian ar!et&
9%unda e$ta"#$)ed t$ =re$ence n Inda "% o=enng a $u"$dar% ca##ed K9%unda Motor
Inda *!tedL <t) a tota# n'e$t!ent o( USH 711 M##on$. T)e 9%unda =ro&ect $ t)e
#arge$t to "e !ade "% an MNC n t)e auto!o"#e $ector. T)e =#ant near C)enna: n t)e
$tate o( Ta!# Nadu $ t)e #arge$t !anu(acturng =#ant o( 9%unda !otor$ out$de 3orea
and contan$ near#% a## (ac#te$ nece$$ar% (or a $e#( $u((cent !anu(acturng and
=roducton $te (or de'e#o=ng car$. T)$ a$$e!"#% =#ant not on#% "oa$t$ t $o<n a$$e!"#%
(ac#te$ "ut a#$o a RPD center: a =er(or!ance eC=er!entng and te$tng center: and a
,1
dr'ng te$tng ground. A$ $uc): t)e Inda =#ant re=re$ent$ a (a!#%-t%=e co!"ned
auto!o"#e a$$e!"#% (ac#t%: ca=a"#e o( a## =roducton =roce$$e$: re$earc) and
de'e#o=!ent: te$tng o( =roduct$: !ar>etng (or $a#e$ and =ro'$on o( a(ter $a#e $er'ce
n Inda.
In 1667: 9%unda Motor Inda #!ted #aunc)ed KSantroL t)e "e$t $!a## car at t$
<or#d<de de"ut n Ne< De#). Santro $ "a$ca##% a (ace #(ted 'er$on o( t)e KAto$L.
Santro <a$ ntroduced n t)ree d((erent !ode#$ )a'ng 'ar%ng (eature$. Santro <a$ a
runa<a% $ucce$$ n t)e Inda !ar>et and "eca!e (a!ou$ a$ t)e Ta## 8o% car. It to==ed t)e
'o#u!e$ %ear a(ter %ear n t$ $eg!ent.
Produ*ts rollin% out o' Honda otor India =td&
T)e =roduct$ t)at co!e out o( t)e 9%unda MotorJ$ de$> are
1. 8ro
,. A!aAe
3. ct%
1. Accord
Santro Qng $ a $!a## $eg!ent car: <t) (our d((erent 'er$on$: and $ =rced "et<een
3.30 *a>)$ to 1.3, *a>)$. T)e (our 'er$on$ are na!ed.
1. Santro Qng XE
,. Santro Qng XT
3. Santro Qng X4
1. Santro Qng XS
Accent $ !edu!-$Aed car co!ng n $C d((erent 'er$on$: and $ =rced "et<een
5.73*a>)$ to 7 *a>)$. T)e $C 'er$on$ are na!ed.
1. Accent CRDI
,5
,. Accent 4-S
3. Accent 4*X
1. Accent 4*S
5. Accent 4PX Tornado
7. Accent -I-A 5-door =etro#.
I,2 $ !edu! $Ae car co!ng n t)ree d((erent 'er$on$: and $ =rced "et<een
1.76*a>)$ to 5.01*a>)$. T)e T)ree 'er$on$ na!ed
1. Magna
,. A$ta
3. A$ta?O@
Sonata $ a #uCur% car =rced "et<een 11*a>)$ to 10*a>)$.
I12 $ a $!a## car co!ng n t)e nne d((erent 'er$on$: and $ =rced "et<een 3.,6*a>)$
to 5.37*a>)$. T)e nne 'er$on$ na!ed
1. D-*te ?1.1@
,. Era ?1.1@
3. Magna
1. Magna AT
5. S=ortA
7. S=ortA ?AT@
7. A$ta
0. A$ta SR
6. A$ta SR ?AT@
,7
4etA $ !edu! car co!ng n t)e $e'en d((erent 'er$on$: and $ =rced "et<een
3.56*a>)$ to 5.10*a>)$. T)e Se'en 'er$on$ na!ed.
1. 4*E 1.1
,. 4-S 1.1
3. 4-S 1.1 ?175 T%re R rear $=o#er@
1. 4-S 1.3
5. 4*S 1.3
7. 4*X 1.3
7. 4-S CRDI 1.5
Ideolo%y and En#ironment at Hyundai>
,7
A !anage!ent !otto at 9%unda $ KCu$to!er (r$t: "e$t n tec)no#og%: "e$t n +ua#t%
and "e$t 'a#ue (or )u!an "eng$L. 9%unda a$ a co!=an% $ dedcated to create ne<
'a#ue (or t$ cu$to!er$. 9%unda Motor Co!=an%J$ target $ to care (or t)e en'ron!ent
and de'ote attenton to t)e (uture o( our c)#dren and t)er a"#t% to n)a"t a c#ean:
=o##uton !anaged <or#d. 9%unda "e#e'e$ t)at t)e% )a'e ac)e'ed t)e current $tatu$ a$
a <or#d-c#a$$ co!=an% "% (at)(u##% en(orcng $e'en !anage!ent =rnc=#e$ and creatng
an at!o$=)ere <)ere "% eac) and e'er% !e!"er o( t)e co!=an% $ a"#e to <or> (or t)e
"ene(t o( co!!on (uture. A$ a re$u#t: 9%unda !otor co!=an% $ co!!tted to t$ $oca#
re$=on$"#te$ a$ t (u#(##$ t$ !$$on <t) dedcaton and $trengt) o( =ur=o$e.
+oal o' Hyundai C ETo build t"e (orldFs best Guality *arsH
Hyundai otor Com$any
Ty$e Publi*
Industry Automobile manu'a*turer
8ounded 124I
8ounder@sA C"un% <u-yun%
HeadGuarters SeoulJ Sout" 6orea
Area ser#ed World(ide
6ey $eo$le C"un% on%-!ooJ C"airman and CEO
Produ*ts Automobiles and *ommer*ial #e"i*les
Re#enue 31&54 trillion @/..2A
,0
Net in*ome /&24 trillion @/..2A
Em$loyees I1J... @as o' ar*" 31J /..2A
Parent Hyundai 6ia Automoti#e +rou$
PRO8I=E O8 =A6SHI H7UNDAI
T)e $ucce$$ $tor% $ $cr=ted t)roug) )ard <or>: deter!naton and untrng e((ort$ o( t)e
C)ar!an r&Rama o"ana Rao& 8eng an engneer <)o <a$ $a''% o( auto!o"#e$: )e
$tarted )$ career <t) A&P& S*ooters dealers"i$ and "ecau$e o( t)e dedcated
=er(or!ance <a$ a##otted <t) Hero Honda dea#er$)= n 1607. T)e $ucce$$ o( t)e$e
dea#er$)=$ #ed to t)e entr% nto t)e (our <)ee#er $eg!ent. In t)e %ear 1660. .e <ere
a==onted a$ t)e (r$t dea#er o( 9%unda otors

T)e #a>$)! 9%unda $)o<roo! <a$ naugurated "% t)e d%na!c Sri&
NaraC"andrababu Naidu&
T)e $)o< roo!$ are $tuated n =r!e #ocaton$ and are one o( a >nd. T)e $trengt) o(
9%unda and 9onda tec)no#og% and t)e d%na!$! o( Mr.Ra!a Mo)ana Rao )a'e )e#=ed
t)e =a!s"mi +rou$ $ca#e ne< (ronter$ and eCceed #!t$.

T"e 'la%s"i$ o' =a!s"mi +rou$
=a!s"mi otors naugurated n 1606 n an area o( 1,222 $(t.
Sri =a!s"mi otors naugurated n 1667 n an area o( 15222 $(t and an eCten$on
o( t)e $a!e at -ana$t)a#=ura! n an area o( 7222 $(t.
=a!s"mi Hyundai naugurated n 1660 <t) tec)no#ogca##% ad'anced $er'ce
center$ at 8an&ara 9##$: 3u>at=a##% and *.8.Nagar.
ission
.e at *a>$)! are contnuou$#% $tr'ng to "e n tune <t) tec)no#og%: =ro'de =roduct$
and $er'ce$ o( t)e )g)e$t +ua#t%: !eet t)e =er(or!ance and =rce a$=raton$ o( our
,6
cu$to!er$ and <)#e dong $o: !antan t)e )g)e$t $tandard o( et)c$ and $oca#
re$=on$"#te$.
Con$tant#% #oo> to !=ro'e t)e +ua#t% o( our $er'ce$ and =roce$$ and #oo> (or con$tant
de'e#o=!ent <t) a (ocu$ to<ard$ cu$to!er de#g)t. To a#<a%$ (u#(## t)e co!!t!ent to
t)e =eo=#e dea#ng <t) u$ <t) a (ar !nd and con$cence&
C"airman
9ard <or> )era#d$ $ucce$$: t)$ $ true n e'er% <a#> o( #(e. T)e $ucce$$ $tor% o( t)e
*a>$)! 4rou= $ a#$o $cr=ted t)roug) )ard <or> : deter!naton and untrng e((ort$ o(
Our C)ar!an Sri 6& Rama o"ana Rao : a +ua#(ed En%ineer : ember o'
Parliament : a $ucce$$(u# entre$reneur and a"o'e a## a !an <t) a )eart.
In$=re o( )$ "u$% $c)edu#e n t)e $er'ce o( )$ countr% : )e =er$ona##% o'er$ee$ t)e
ntere$t$ o( )$ cu$to!er$. Cu$to!er$ re#aton$)= $ t)e !antra )e "e#e'e$ and doe$ not
co!=ro!$e on an% $$ue <t) regard to cu$to!er $er'ce. Mr. Ra!a Mo)ana Rao 'er%
!ode$t#% accord$ a great dea# o( credt (or )$ $ucce$$ to )$ tea!.
Mr. Ra!a Mo)ana Rao <or>$ on $o!e $!=#e "ut e((ect'e =rnc=#e$B
A )u!ane a==roac) to "u$ne$$.
A =ractca# a==roac) o( =ro"#e! $o#'ng.
Concern to<ard$ ot)erF$ =ro"#e!$.
9e )a$ ncu#cated d$c=#ne: $er'ce orentaton: and a"o'e a## !=ortance to cu$to!er
$at$(acton to )$ entre $ta(( and <t) t)$ encourage!ent and $u==ort t)e $ta(( )a$ "een
=er(or!ng out o( t)er $>n to $ee *a>$)! 4rou= <)ere t $)ou#d "e. At t"e to$&
A"o'e a##: )$ #eader$)= )a$ earned )! great re$=ect and )e )a$ "een =er$ona##%
re$=on$"#e (or t)e $ucce$$ $tor%.
32
CHAPTER-0
UNDERTA6IN+ THE 6E7
DE=I;ERIES
31
UNDERTA6IN+ THE 6E7 DE=I;ERA9=ES
Human intera*tion
Cu$to!er $er'ce $ a ta$>: ot)er t)an =roact'e $e##ng: t)at n'o#'e$ nteracton$ <t)
cu$to!er$ n =er$on: "% te#eco!!uncaton$: or "% !a#$. It $ de$gned: =rogra!!ed and
co!!uncated <t) t<o goa#$ n !ndB o=eratona# e((cenc% and cu$to!er $at$(acton.
A t%=ca# categorAaton o( t)e $er'ce$ "a$ed on <)o =er(or!$ t)e acton <t)n t)e
$er'ce$ ca=e can "e
1. Se#(-$er'ce ?cu$to!er on#%@- ATM: Mo'e T)eater
,. Inter=er$ona# $er'ce$-"an>$: re$taurant$
3. Re!ote $er'ce$ ?e!=#o%ee on#%@ N te#e=)one !a# order de$>.
T)e $u=erort% o( t)e =roduct )a$ to "e co!=#e!ented <t) a )g) +ua#t% o( $er'ce$:
<)c) g'e$ a co!=ett'e edge to t)e organAaton. A )g) $tandard o( $er'ce $ <)at
3,
$et$ a=art one organAaton (ro! anot)er: and u#t!ate#% attract$ t)e cu$to!er to t)e
door$te=$.
Ser'ce$ at t)e $)o<roo! (a## n t)e $econd categor% <)ere t)ere $ a )g) co!=#eCt% o(
nteracton and )ence t "eco!e$ nece$$ar% (or t)e =er$onne# to "e ade=t n re$=ondng to
t)e cu$to!er cognt'e#%: e!otona##% and =$%c)o#ogca##%.
T)e 'arou$ a$=ect$ and c)aracter$tc$ o( $er'ce =ro'$on: <)c) )a'e "een ta>en nto
con$deraton o( a cu$to!er care tea!E $a#e$ con$u#tant are
1. Po#tene$$
,. Courteou$ne$$
3. Product >no<#edge
1. Proce$$ >no<#edge
5. Co!!uncaton $>##$
7. Re$=on$'ene$$ and $u==ort'ene$$.
Produ*t in'ormation
Con$u!er$ o"tan n(or!aton a"out =roduct$ and $er'ce$ (ro! =er$ona# $ource$ ?(rend$
and eC=ert$@ and (ro! t)e non-=er$ona# $ource$ ?!a$$ and $e#ect'e !eda@.
.)en =urc)a$ng good$: con$u!er$ e!=#o% "ot) =er$ona# and non-=er$ona# $ource$
$nce "ot) e((ect'e#% con'e% n(or!aton a"out $earc) +ua#te$.
T)$ $ e$=eca##% true (or )g) n'o#'e!ent =roduct$ $uc) a$ car$: t<o-<)ee#er$: dura"#e$
etc.
Ma$$ !eda can con'e% n(or!aton a"out $earc) +ua#te$ "ut can con'e% a #tt#e a"out
eC=erence +ua#te$. A#$o: !a$$ !eda cannot e#a"orate on t)e (ner a$=ect$ and )ence t
"eco!e$ !=erat'e (or a $)o<roo! to =ro'de t)e co!=#ete n(or!aton a"out t)e
=roduct: =rcng and t)e o((er$.
T)e $)o<roo! can =ro'de n(or!aton "% ado=tng t)e "e#o< !entoned #$t
33
1. 8roac)er$: #ea(#et$ and =rce#$t$ N ea$% re(erence and )and%.
,. Sa#e$ con$u#tant
3. Te$t dr'e N )and$-on eC=erence.
8roac)er$: #ea(#et$ and =rce#$t are t)e "a$c $a#e$ too#$: <)c) e#a"orate#% g'e t)e
=roduct $=ec(caton$: =ro!otona# o((er$ and $c)e!e$ at )and and t)e =rcng o( 'arou$
!ode#$ at d$=#a%.
Sa#e$ con$u#tant )a$ to "e >no<#edgea"#e to under$tand t)e nuance$ o( t)e $=ec(caton
and $)ou#d "e a"#e to con'e% t)e $a!e to t)e =ro$=ect'e cu$to!er$. T)e $a#e$
con$u#tant$ )and#e t)e 'arou$ +uere$ ?tec)nca# and co!!erca#@ and c#ear$ t)e
!=endng dou"t$ o( t)e n+u$t'e cu$to!er.
Te$t dr'e N t)e #a$t =art n =ro'dng n(or!aton to t)e cu$to!er and g'e$ t)e cu$to!er
a )and$ N on eC=erence o( t)e =roduct =er(or!ance
Time and Prom$tness&
One o( t)e (actor$: <)c) )a$ to !atc) t)e eagerne$$ and t)e ent)u$a$! o( t)e cu$to!er
$ +uc> and =ro!=t de#'er% o( t)e $er'ce.
A(ter t)e cu$to!er )a$ !ade a dec$on to go a)ead <t) t)e =urc)a$e t)e neCt #ogca#
$e+uence o( $te=$ <ou#d "e a =roce$$ t)e re+ured docu!ent$: "oo> t)e order: con(r! t)e
order: n(or! t)e cu$to!er a"out t)e date o( de#'er% and =re=are t)e re+ured docu!ent$
(or t)e de#'er% o( t)e 'e)c#e.
Order "oo>ng-T)$ $ t)e =roce$$ <)ere t)e onu$ #e$ co!=#ete#% on t)e =er$onne#
dea#ng <t) t)e cu$to!er. T)e cu$to!er )a$ to "e g'en t)e rg)t n(or!aton regardng
t)e docu!ent$: t!e ta>en to =roce$$ t)e docu!ent$ and c#o$e t)e dea#.
It $ a#$o t)e re$=on$"#t% o( t)e 'arou$ de=art!ent$ n'o#'ed to =ro'de a +uc> $er'ce
to en$ure t)at t)e cu$to!er )a$ a good and $at$(%ng eC=erence.
31
De#'er% on date and t!e- once t)e =roduct $ de#'ered t can "e a$$u!ed t)at a $a#e )a$
"een done. T)e =a=er <or> to "e carred out )a$ to "e done at a +uc> =ace. T)$ can "e
o"$er'ed n t)e re$=on$e$ o( t)o$e ,5I o( cu$to!er$ <)o re=orted a $#ac> n t)e de#'er%
=roce$$. De'aton (ro! =ro!$ed date and t!e can #ead to a #ot o( ncon'enence to t)e
cu$to!er$: t)ere"% #eadng to a "ad eC=erence.
Consisten*y
KNot)ng $ con$$tent "% c)ange.L
Con$$tenc% $ a !atter o( eC=erence. T)e eC=ectaton o( $er'ce gro<$ (ro! e'er%
eC=erence t)e cu$to!er )a$ durng t)e $a#e$ =roce$$. /or egg.: t)e cu$to!er <ou#d
eC=ect t)e $a!e re$=on$'ene$$ (ro! t)e $a#e$ =er$on durng t)e order =roce$$ng a$ t
<a$ durng t)e =re-$a#e$: an% a"erraton <ou#d create a $en$e o( n$ecurt% and <ou#d
t)ere"% "reac) t)e "ond o( tru$t e$ta"#$)ed "et<een t)e!.
Incon$$tenc% n $er'ce $ cau$ed "% e'er c)angng eC=ectaton$ o( t)e cu$to!er. T)$
=o$e$ a c)a##enge o( !antanng t)e +ua#t% o( $er'ce n e'er% KencounterL. T)e
eC=ectaton$ are not &u$t re#ated to t)e =ro(#e o( t)e cu$to!er "ut a#$o to t)e occa$on and
!ood$: $er'ce (r!$ (nd t d((cu#t to !eet t)e eC=ectaton$ o( t)e cu$to!er$ a## t)e
t!e <t)out a((ectng t)e +ua#t% o( $er'ce.
/urt)er!ore: t)e c)aracter$tc o( =er$) a"#t% !a>e$ t)e $er'ce non-$tora"#e. T)e%
eC$t <)#e t)e% are "eng de#'ered E con$u!ed. T)$ =o$e$ t)e !anage!ent: =ro"#e! o(
!anagng t)e !atc) and ca=act% =#annng.
In t)e ana#%$$ <e )a'e c)o$en to ana#%Ae t)e con$$tenc% !antaned n o((erng $er'ce$
re#atng to t)e )u!an nteracton a$ <e## a$ t)e =roce$$ng o( t)e docu!ent$. T)$
"eco!e$ !=ortant n t)e #g)t o( t)e$e $er'ce$ "eng o((ered n =re-$a#e$ and =o$t $a#e$
$cenaro: and gaugng t)e con$$tenc% #e'e#$ at t)e$e t<o $tage$ g'e$ a (ar dea o( t)e
con$$tenc% !antaned n t)e $er'ce$ o((ered.
Con$$tenc% n )u!an nteracton $ o"$er'ed n t)e =re-$a#e$: order =roce$$ng and =o$t
$a#e $tage$.
35
Con#enien*e
T)e o"&ect'e o( t)e cu$to!er care =er$onne# $ to =ro'de con'enent and co!(orta"#e
$er'ce and not to =u$) t)e cu$to!er to !a>e t)e =urc)a$e. .)#e "a$c (ac#te$ are
!ade a'a#a"#e: t)e cu$to!er care =er$onne# )a'e to !a>e $ure t)at cu$to!er doe$nJt (ee#
an% ncon'enence <)#e t)e $a#e$ =roce$$ $ on.
Con'enence doe$ not on#% re(er to t)e =)%$ca# co!(ort$ $uc) a$ $eatng: a'a#a"#t% o(
re$t roo!$ etc. "ut a#$o to !enta# con'enence a n )e#=ng out t)e cu$to!er to reac) a
dec$on: =ro'dng re#e'ant n(or!aton to t)e cu$to!er (or e'a#uatng t)e 'arou$
o=ton$: !a>ng $ure t)at t $ one-$to= $)o= ?addtona# acce$$ore$ "eng !ade a'a#a"#e
#>e $tereo $%$te!$: re'er$e gear "uAAer$ etc.@ eC=#an t)e "a$c (unctona##% o( t)e
=roduct etc.
It $ )e#=(u# to o((er cu$to!er$ n(or!aton n =rnted (or!G good $gnng $ 'er%
!=ortant at $er'ce de#'er% =ont$ and on $e#(-$er'ce e+u=!ent. T)e cu$to!er care
=er$onne# )a'e to !a>e t)e (r$t !o'e and a==roac) t)e '$tor$ n$tead o( !a>ng t)e
'$tor$ a$> (or $o!e gudance. T)e '$tor$ )a'e to "e co!!uncated )o< to u$e and
)o< not to u$e t)e (ac#te$ at o((er.
T)e concentraton )a$ "een (ocu$ed on c)ec>ng t)e con'enence o( t)e cu$to!er$ on
a$=ect$ $uc) a$
1. T!ng$
,. Te$t dr'e
3. A'a#a"#t% o( acce$$ore$
1. Su((cent (ue# to reac) t)e neare$t =etro# $taton
5. .de range o( (nance o=ton$ !ade a'a#a"#e at t)e $)o<roo!
7. I!=artng t)e "a$c !ec)anca# (unctona#te$ o( t)e car.
37
Table-1
Human Intera*tion
SNO
OPINION PO*ITE 3NO.*ED4E .ARRANTY PRESENCE
1 YES 00 62 05 07
, NO 1, 12 15 11
3 TOTA* 122 122 122 122
In'eren*es
T)e gra=) c#art% ndcate$ t)at a==roC!ate#% 62I o( t)e cu$to!er$ are =o$t'e a"out t)e
)u!an nteracton at t)e $)o<roo!.
37
Inter$retation
T)e =er$onne# $core a )g) 63 ?a==roC.@ n "eng courteou$: =o#te: >no<#edgea"#e and
co!!uncatng t)e <arrant% and $c)edu#e "ut t)ere $ a $#g)t decrea$e n t)e attenton
=ro'ded at t)e t!e o( de#'er%: <)c) $ area to concentrate. Ne'ert)e#e$$: t)e o'era##
)u!an nteracton $ a"o'e t)e acce=ta"#e #e'e#$.
Table-/
Produ*t In'ormation
SNO
OPINION A-AI*A8I*ITY 3NO.*ED4E TEST DRI-E
1 YES 00 07 00
, NO 1, 11 1,
3 TOTA* 122 122 122
In'eren*es
T)e gra=) $)o<$ t)at t)e "roc)ure$: #ea(#et$ and =rce #$t are read#% a'a#a"#e. A==roC.
05cu$to!er$ agree t)at t)e $a#e$ con$u#tant <a$ >no<#edgea"#e and <a$ ade=t n
30
)and#ng t)e +uere$ o( t)e cu$to!er$. And a#!o$t e'er% cu$to!er <a$ o((ered a te$t
dr'e ?67I@.
Inter$retation> T)e $)o<roo! $core$ )g) n =ro'dng t)e re#e'ant =roduct
n(or!aton and $ #ea'ng no $tone unturned to =ro'de t)e $=ec(c n(or!aton need$ o(
t)e cu$to!er$. T)$ a#$o re(#ect$ t)at t)e cu$to!er care =er$onne# are <e##- e+u==ed <t)
t)e =roduct n(or!aton. At !o$t care )a$ "een ta>en to en$ure t)at t)e cu$to!er$ are
=ro'ded <t) t)e =roduct n(or!aton.
Table-3
Time K Prom$tness
SNO
OPINION /AST PROCESSIN4
AT ORDER
DE*I-ERY AT
PROMISED
/AST
PROCESSIN4
AT DE*I-ERY
1 YES 62 00 6,
, NO 12 1, 20
3 TOTA* 122 122 122
36
In'eren*es
01 cu$to!er$ )a'e re$=onded =o$t'e#% a"out t)e <or> "eng carred out +uc>#%. ,5
=eo=#e a!ong cu$to!er$ are un)a==% a"out t)e =ro!=tne$$ n t)e de#'er% o( t)e
'e)c#e. A==roC!ate#% 75 cu$to!er$ (ee# t)at t)e =roce$$ng <a$ (a$t.
Inter$retation
T)$ $ t)e area <)ere t)e cu$to!er $at$(acton #e'e# )a$ gone do<n to 75: t)$ area $ to
"e )and#ed <e## "% t)e cu$to!er care a$ t)e ot)er arrear$ are $corng <e## a"o'e 02. It $
a#$o to "e notced t)at t)e cu$to!er $ anCou$ to get t)e de#'er% o( t)e car a$ $oon a$
=o$$"#e: and t)e $a#e$ =er$onne# )a'e to ta>e addtona# care to en$ure t)at t)e cu$to!er$
$ co!!uncated t)e una'oda"#e de#a%$ <e## n ad'ance.
12
Table-0
Consisten*y
Consisten*y in $ro*essin%
SNO OPINIONS ORDER PROCESS DE*I-ERY
1 YES 07 0,
, NO 11 10
3 TOTA* 122 122
11
In'eren*es
Consisten*y in $ro*essin%>
T)e cu$to!er$ )a'e re$=onded =o$t'e#%: a"out 02 =eo=#e ?a'g.@ o( t)e! o"$er'ng t)at
t)e =roce$$ng )a$ !antaned a con$$tent #e'e#.
Inter$retation
T)e $)o<roo! !antan$ a con$$tenc% #e'e# o( 05I ?a'g. o( =roce$$ng con$$tenc% and
con$$tenc% n )u!an nteracton@: <)c) $ acce=ta"#e.
Table-1
Consisten*y in Human Intera*tion
SNO
OPINION A*TERNATI-ES A*TERNATI-ES
1 YES 62 00
, NO 12 1,
3 TOTA* 122 122
CONSISTENCY IN PROCESSING
86
82
14
18
0
10
20
30
40
50
60
70
80
90
100
ORDER PROCESSING DELIVERY
PARAMETERS
N
O
.

O
F

R
E
S
P
O
N
D
E
N
T
S
YES
NO
1,
Consisten*y in Human intera*tion
T)e nteracton <t) t)e cu$to!er$ )a$ (a##en (ro! 63 =ror to t)e $a#e to 07 a(ter t)e $a#e
$ done.
Inter$retation
T)e $)o<roo! !antan$ a con$$tenc% #e'e# o( 05 ?a'g. o( =roce$$ng con$$tenc% and
con$$tenc% n )u!an nteracton@: <)c) $ acce=ta"#e.
Table-4
Con#enien*e
SNO
OPINION MEC9ANIC /UE* TEST A-AI*A8I*ITY CON-ENIENCE
1 YES 0, 62 00 07 01
, NO 10 12 1, 11 17
3 TOTA* 122 122 122 122 122
13
In'eren*es
T)e $)o<roo! $core$ a 'er% )g) =ercentage n =ro'dng con'enence to t)e cu$to!er$.
Inter$retation
T)oug) t)ere are ,2 o( =eo=#e <)o )a'e not ut#Aed t)e (nance o=ton =ro'ded "% t)e
$)o<roo!: t)e =ont to "e ta>en $ t)at 02 o( t)e cu$to!er$ )a'e ut#Aed t)e o=ton$
=ro'ded "% t)e $)o<roo!.
CA=CU=ATION O8 SA=ES SATIS8ACTION INDE:
Sa#e$ $at$(acton ndeC $ t)e ndeC o( o'era## $at$(acton o( *a>$)! cu$to!er$ a$ a
<)o#e. T)e o'era## $at$(acton $ t)e a'erage o( t)e $core$ o( t)e >e% 'ara"#e$: <)c) n
turn $ t)e cu!u#at'e o( t)e =o$t'e re$=on$e$ o( t)e cu$to!er$: con'erted to a $ca#e o(
ten. T)e re$=on$e$ o( t)e cu$to!er$ )a'e a#$o "een recorded o'er re=eat =urc)a$e$:
re(erra#$ and t)er $at$(acton to cro$$ c)ec> <t) t)e ca#cu#ated re$u#t
11
Sl&No 6ey Deli#erables S*ore S*ore on s*ale o' Ten
1 9u!an Interacton ,12E,,5 6
, Product In(or!aton ,15E,,5 6
3 T!e P Pro!=tne$$ 175E,,5 7
1 Con$$tenc% ,51E322 0
5 Con'enence 113E152 6
Cumulati#e S*ore 0/
Sales Satis'a*tion Inde-
O'era## Sat$(acton S A'erage ?Cu!u#at'e Score@
S 1,E5
S 0.1
Sa#e$ Sat$(acton IndeC S 0.1 on $ca#e o( ten
15
CHAPTER-1

DATA ANA=7SIS
17

1. Age 4rou=

INTERPRETAION>
/ro! t)e a"o'e ta"#e $)o<$ t)at t)e re$=ondent$ o( t)e age grou= o( %ear$ a"o'e 52 .e.
,,: t)e neCt grou= $ 12-52 %ear$ .e.,5: t)e re!anng age grou=$ are 32-12 and ,2-32
%ear$ )a'ng ,5 and 6 re$=ect'e#%.
S#.No Age 4rou= No o( =eo=#e
A ,2 to 32 6
8 32 to 12 ,5
C 12 to 52 ,5
D A"o'e 52 ,,
17
/A O**u$ation

S#.No occu=aton No o( =eo=#e
A P't E!=#o%ee 35
8 8u$ne$$ ,2
C 4o't e!=#o%ee 15
D Ot)er$ 32


INTERPRETAIONB
/ro! t)e a"o'e ta"#e $)o<$ t)at t)e re$=ondent$ o( t)e occu=aton are !o$t#% =r'ate e!=#o%ee$
nu!"ered 35: "u$ne$$ =eo=#e nu!"erng ,2 : 4o'ern!ent e!=#o%ee$ 15 and ot)er$ 32 =eo=#e.
10
3@ .)c) !ode# o( )%unda car do %ou o<nM
S#.No 8rand No o( =eo=#e
A I12 35
8 I,2 10
C Santro ,7
D Ot)er$ ,2
Inter$retation >-
T)e (o##o<ng gra=) $)o<$ t)e nu!"er o( car$ n t)e tota# o( 122 =er$on$ 12 $
o<ned "% 35 =eo=#e: and I,2 o<ned "% 10 and Santro o<ned "% ,7 =eo=#e and
ot)er$ "% ,7 =eo=#e.
I10
A, 35
I20
B, 18
Sant!
C, 2"
Ot#$%
D, 20
16
1@ .)c) (eature $ t)e "e$t one n 9%unda car M
S#.No (eature NO o( =eo=#e
A M#eage ,2
8 Prce and $t%#e ,0
C Oua#t% 12
D A## 1,
Inter$retation>-
T)e (o##o<ng gra=) $)o<$ t)e nu!"er o( <)at (eature$ %ou con$der <)#e %ou
=urc)a$e n t)e tota# =er$on$ M#eage "% ,2: and Prce And $t%#e "% ,0 and "%
+ua#t% 12:and a## "% 1,.
52
5@ )o< do %ou (ee# <)en %ou dr'e 9%unda carM

S#.No RAN3 No o( =eo=#e
A 4ood 35
8 8etter ,2
C 8e$t 35
D Poor 12


INTERPRETAIONB
/ro! t)e a"o'e ta"#e $)o<$ t)at t)e re$=ondent$ o( t)e eC=erence o( =eo=#e <)#e dr'ng 9%unda car$
$ good .e. ,5: t)e neCt grou= $ "etter .e.,2: t)e re!anng =eo=#e <)o (ee# "e$t $ 12 and ot)er$ <)o
(ee# =oor eC=erence are 5 re$=ect'e#%.
51
7@ Are %ou $at$(ed <t) %our 'e)c#eJ$ !#eageM
S#.No -e)c#eJ$ !#eage No o( =ercentage
A 4ood 72
8 8etter ,2
C 8e$t 13
D Poor 7
Inter$retation >-
T)e (o##o<ng gra=) $)o<$ t)e nu!"er o( =eo=#e <)o $at$(ed <t) !#eage o(
t)e 'e)c#e n t)e tota# re$=ondent$ re$=on$e g'en "% =er$on$ Ye$ "% 71 and No
"% 11.
5,
7@ .## %ou reco!!end 9%unda =roduct to an%"od%M
S#.No Reco!!endaton No o( =ercentage
A Ye$ 72
8 No 32
Inter$retation >-
T)e (o##o<ng gra=) $)o<$ t)e nu!"er o( =eo=#e <)o reco!!end 9%unda car$
n t)e tota# =er$on$ %e$ "% 15 and No "% 32.
Yes
A, 70
No
B, 30
53
0@ .)at do %ou t)n> a"out )%undaJ$ cu$to!er $er'ceM

S#.No RAN3 No o( =eo=#e
A ECce##ent 12
8 4ood ,2
C 8etter 32
D Poor 12


INTERPRETAIONB
/ro! t)e a"o'e ta"#e $)o<$ t)at t)e re$=ondent$ o( t)e =eo=#e a"out 9%undaJ$ cu$to!er $er'ce $
eCce##ent .e. 12: t)e neCt grou= $ good .e.,2: t)e re!anng =eo=#e <)o (ee# "etter $ 32 and ot)er$ <)o
(ee# =oor eC=erence are 5 re$=ect'e#%.
51
6@ 9o< do %ou (ee# a"out co!=an%J$ re$=on$e to<ard$ cu$to!er$M
S#.No Source No o( =ercentage
A ECce##ent ,5
8 4ood 15
C 8etter ,2
D Poor 12
Inter$retation >-
T)e (o##o<ng gra=) $)o<$ t)e nu!"er o( re$=on$e o( cu$to!er$ to<ard$ t)e
=roduct$ (ro! t)e tota# nu!"er o( 122 =eo=#e good are good 17: ECce##ent 30:
"etter 12 and =oor are 7.
55
12.Dd %ou rece'e t)e =roduct on de#'er% t!eM
S#.No De#'er% t!e No o( =ercentage
A Ye$ 75
8 No ,5
Inter$retation >-
t)e (o##o<ng gra=) $)o<$ t)e nu!"er o( cu$to!er$ <)o rece'e t)e =roduct on de#'er% t!e $
%e$ "% 55 cu$to!er$ and no "% ,2 cu$to!er$.
Yes
A,75
No
B, 25
A Yes
B No
57
11@ Are %ou $at$(ed <t) co!=an%J$ a(ter $a#e$ $er'ce M


S#.No A(ter $a#e$ $er'ce No o( =ercentage
A Sat$(ed 62
8 Not $at$(ed 12


Inter=retatonB
T)e nu!"er o( cu$to!er$ <)o $at$(%Enot $at$(ed <t) t)e a(ter $a#e$ $er'ce o( t)e
co!=an% (ro! a nu!"er o( 122 cu$to!er$ are $at$(ed 75 and not $at$(ed 5.
57
1,. )o< do %ou (ee# t)e eC=erence at $)o< roo!M
S#.No 8e$t 8rand A!"a$$ador$ No o( =ercentage
A Sat$(ed 02
8 Not $at$(ed ,2

N!t %at&%'&$(
Sat&%'&$(
A
B
Seres1
50
Inter$retation >-
T)e (o##o<ng gra=) $)o<$ t)e con$u!erJ$ eC=erence at $)o< roo! t)e nu!"er o(
cu$to!er$ <)o $at$(% $ 55 and <)o doe$ not $at$(% $ ,6
1,@.ere %ou o((ered te$t dr'eM
S#.No Te$t dr'e No o( =eo=#e
A Ye$ 72
8 No 1,
C Not re!e!"er 10
56
Inter$retation >-
T)e (o##o<ng gra=) $)o<$ t)e nu!"er o( cu$to!er$ <)o <ere o((ered te$t dr'e (or t)e =roduct
$ %e$ "% 02 cu$to!er$ and no "% 7 cu$to!er$.
11@ Are %ou $at$(ed <t) t)e Per(or!ance o( 9%unda car$M


INTERPRETAIONB
T)e (o##o<ng ta"#e $)o<$ t)at t)e re$=ondent$ <)o $at$(ed <t) dea#erJ$ =er(or!ance $
"etter71:good 15 and Poor $ 1.
Sl&no Customer res$onse $er*enta%e
A Sat$(ed 71
8 Not $at$(ed ,7
72
CHAPTER-4
8INDIN+S K SU++ESTIONS
71
CONC=USIONS AND 8INDIN+S
*a>$)! 9%unda en&o%$ a )g) =atronage (ro! t$ cu$to!er$.
Mo$t o( t)e cu$to!er$ )ad a good eC=erence o( $)o==ng at *a>$)! 9%unda.
T)e $at$(acton #e'e#$ can a#$o !ea$ured <t) t)e #e'e# o( reco!!endaton$ to
(rend$ and a$$ocate$G It $ e'dent t)at !ore t)an 02I cu$to!er$ are $at$(ed
<t) t)e $er'ce o((ered at *a>$)! 9%unda.
T)e =ro"a"#t% t)at t)e cu$to!er$ <ou#d re=eat t)at =urc)a$e at t)e $a!e
$)o<roo! $ )g): <)c) $ a good $gn.
T)e $a#e $at$(acton ndeC o( *a>$)! 9%unda $)o<roo! $ 0.1 on $ca#e o( ten
?re(er =age 3,@: <)c) $ eCce=tona##% good: t)e $)o<roo! $)ou#d =er$$t on )g)
#e'e#$ o( co!!t!ent to !antan t)e good !age t )a$ created. T)e ndu$tr% SSI
?,223@ $ 121 out o( 1,7 accordng to ; D Po<er A$a =ac(c. And 9%unda $core$
125 out o( 1,5.
In t)e nter'e< t <a$ (ound t)at t)e cu$to!er$ are )a==% a"out t)e tranng
7,
=rogra!$ under ta>en "% t)e $)o<roo!: <)c) tran t)e cu$to!er$ to negotate
!nor "rea>do<n$ co!(orta"#%.
It )a$ "een o"$er'ed t)at ,5I o( cu$to!er$ )a'e re=orted a $#ac> n t)e de#'er%
=roce$$.

T)$ $ t)e on#% area o( concern t)at )a$ e!erged (or! t)e ct%.

SU++ESTIONS
T)e o'era## $a#e$ $at$(acton ndeC (ro! t)e $tud% re'ea#$ t)at t)e co!=an% $
=er(or!ng 'er% <e## and cu$to!er$ "u%ng are !uc) $at$(ed <t) t)e $er'ce
g'en to t)e!.
T)e on#% cou=#e =ro"#e! notced areB
So!e o( t)e cu$to!er$ )a'e co!=#aned a"out t)e $#ac> n t)e
de#'er% =roce$$ and t!ng$. T)ere(ore: t)$ $ t)e area <)c) I
reco!!end to t)e $)o<roo! to (ocu$ a #tt#e "t !ore. It need$ to
!=ro'e t$ de#'er% =roce$$ and t!e. Need to "eco!e #tt#e +uc>
and (a$t.
So!e o( t)e cu$to!er$ )a'e a#$o co!=#aned a"out t)e a(ter
=urc)a$e $er'ce$ =ro'ded "% t)e $)o<roo!. E'en t)oug) t)e
co!=#ant$ are !nor: t)e $)o<roo! need$ to re$o#'e t)e
cu$to!er a(ter =urc)a$e $er'ce $$ue$ n order to ac)e'e
cu$to!er $at$(acton.
73

ANNEXURE
71
CUSTOER SATIS8ACTION INDE:
Details>
;e"i*le No> LLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLL
odel> LLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLL
Customer Name> LLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLL
Tele$"one No> LLLLLLLLLLLLLLLLLLLLLLobile>LLLLLLLLLLLLLLLLLLLLLLLL
Date> LLLLLLLLLLLLLLLLLLCustomer si%nature> LLLLLLLLLLLLLLLLLLLLLLLL
1. Age grou=
a@ ,2-32 "@ 32-12 c@ 12-52 d@ A"o'e 52
,. Occu=atonM
a@ E!=#o%ee "@ "u$ne$$ c@ NRI d@ ot)er$
3. .)c) !ode# o( )%unda car do %ou o<nM
a@ Santro "@ -erna c@ Accent d@ 12 e@ ,2

75
1.<)c) (eature $ t)e "e$t one n 9%unda carM
a@ =rce "@ $t%#e c@ !#eage d@ +ua#t% e@ !#eageP+ua#t%
e@ !#eage P $t%#e

1. 9o< do %ou (ee# <)en %ou dr'e )%unda carM
a@ 4ood 8@ "etter c@ "e$t d@ Poor
7. Are %ou $at$(ed <t) %our 'e)c#e !#eageM
a@ Ye$ "@ No
7. <## %ou reco!!end )%unda =roduct to an%"od%M
a@ Ye$ "@ No
7. <)at do %ou t)n> a"out )%undaJ$ cu$to!er $er'ceM
a@ ECce##ent "@ 4ood c@ 8etter d@ Poor

6. 9o< do %ou (ee# a"out co!=an%J$ re$=on$e to<ard$ cu$to!er$M
a@ ECce##ent "@ 4ood c@ 8etter d@ Poor
12. dd %ou rece'e t)e =roduct on de#'er% t!eM
a@ Ye$ "@ No

11. are %ou $at$(ed co!=an%J$ a(ter $a#e$ $er'ceM
a@ Sat$(ed "@ not $at$(ed

1,. 9o< do %ou (ee# t)e eC=erence at t)e $)o<roo!M
a@ Sat$(ed "@ not $at$(ed

13. <ere %ou o((ered te$t dr'eM
a@ Ye$ "@ No
11. Are %ou $at$(% <t) t)er u$age o( t)e carM
77
a@ (u##% $at$(ed "@ &u$t $at$(ed c@ not $at$(ed
15. P#ea$e g'e %our co!!ent$E$ugge$ton$ to ena"#e u$ to !=ro'e $at$(acton o(
cu$to!er$ at t)$ 9%unda aut)orAed $)o<roo!.
TTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTT
TTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTT
Atta*"ment - 0
77
9I9=IO+RAPH7
9I9=IO+RAPH7
9oo!s>
Prin*i$les o' mar!etin%> 6OT=ER ARSTRON+&
ar!etin% ana%ement> PHI=IP 6OT=ER&
@AnalysisJ Plannin% Im$lementation and ControlA
Ser#i*es ar!etin% > TATA * +RAW HI==&
ar!etin% Resear*" > +&C&9ERI&
Resear*" et"odolo%y> 6OTHARI& C&R&
70
.e"$te$B
)tt=BEE<<<.&d=o<er.co.&=
<<<."u$.u!c).edu
)tt=BEE<<<.a$+.org
Hyundai Car models
Santro
76
A**ent

I1.
+ETM
72
;ERNA
SONATA
TUCSON
i/.
71
E=ANTRA
7,