CHAPTER 1

INTRODUCTION
 INTRODUCTION

1.1 CUSTOMER SATISFACTION

In modern era building customer satisfaction and loyalty is a key we say to

profitable business Businesses survive because they have customers that are
willing to buy their product or service. However, many times businesses fail to
"check in" with their customers to determine whether they are happy or not and
what it will take to make or keep them happy.

Customers are your best source of business information -- whether it's to improve
an existing product or service or whether you're planning to launch something
new. There's no substitution for "getting it from the horse's mouth." When you
open up the lines of communication, you are able to align your resources to best
advantage, and you often can make changes or launch products more quickly.

By talking to your customers directly, you increase your odds for achieving
success; you "mistake-proof" your decisions and work on what really matters.
When you routinely ask your customers for feedback and involve them in your
business, they, in turn, become committed to the success of your business.

Customer satisfaction data are received in a variety of methods, including:

• Feedback received in response to answers to customer complaints

• Dialogue between the customer and field executive or Management which
is then documented in a trip visit summary report.
• Industry positioning surveys
• Lost business reports
• Meetings with customers - interview sessions with questionnaires

Conducting survey is an effective method for measuring customer satisfaction

and achieving continues improvement in quality. There are six steps in
conducting a successful survey. They are:

• Decide on your objectives

• Determine who should complete the survey
• Develop the survey
• Administer the survey
• Analyze the results
• Communicate the results

2
IMPORTANCE OF CONDUCTING CUSTOMER SATISFACTION SURVEY

The importance of customer satisfaction is apparent when you realize that,

without customers, you don't have a business. A single unsatisfied customer can
send more business away from your company than 10 satisfied customers. The
more you focus on customer retention and customer support, the more long-term
business you'll get. It's worth it to focus on customer satisfaction strategies, no
matter how large or small your company is.

The following points are to be kept in mind when dealing with customers

1. Understanding the needs of the customer is critical.

A business relationship, just like any other relationship, relies on both people
getting their needs met. No matter what type of business you are in, all
customers want the same thing. They want to feel welcomed and appreciated by
you and your staff. They don't want to get the impression that they are just being
used by you for money. Small interactions like "Thank you" and a nice smile can
go a long way toward customer satisfaction.

2. Make sure your employees operate with the same principles.

A big part of customer satisfaction is reliability. If customers come to expect a
certain mode of behavior from you and your employees, you should deliver it to
them each and every time. Customers want to be able to rely on you. They
expect consistent delivery times (if applicable) and support. By training your
employees to treat all customers with the same respect, your customers will all
have the same experience with your company, which will increase customer
satisfaction.

3. Be honest when you don't meet expectations.

Customer satisfaction is at its most important when something goes wrong in the
chain of delivery. Whether a customer was double charged or didn't receive what
she ordered, your employees need to handle the situation with the utmost care.
Your employee should apologize and take steps to rectify the situation. The
phrase "the customer is always right" is at the core of a good customer
satisfaction strategy. It doesn't matter whether or not the customer misread the
instructions or made the mistake; your employee should take steps to make the
customer happy.

4. Customer satisfaction is the foundation of a good business.

Satisfied customers will make a great foundation for return business, and they
may also bring in their friends and associates. Remember that customers are the
heart of any business. Keep them satisfied, and encourage them to tell their
friends about their experiences with your business.

3
1.2 STATEMENT OF THE PROBLEM

In this era of intense competition KTC HYUNDAI wants to identify the factors that
leads to higher customer satisfaction which turn help the company to retain its
existing customers through creating brand loyalty and attract new customers .

4
1.3 SIGNIFICANCE OF THE STUDY

A customer satisfaction survey can provide benefits for businesses of

every size. Surveys can assist business decision-makers in developing
strategies to achieve the all-important goal of gaining and retaining
customers. Results can play a key role in identifying areas of the business
that require corrective action and improvement.

The IMPORTANCE of the study can be briefed up as the following

1. On the basis of the information in the study KTC HYUNDAI can

improve it after sales service accordingly

2. The study gives a detailed view on the positive and negative aspects
of the product o the management

3. Conclusions and recommendations’ have been given at the end

would help the company to know what are its customers aspirations
and feedback about its product

5
1.4 OBJECTIVES OF THE STUDY

 Primary Objective

1. To study the level of satisfaction among the customers of KTC Hyundai

 Secondary Objective

1. To know the key factors that draws the customers towards the KTC Hyundai
products

2. To assess the customer satisfaction towards the after sales service provided by
KTC HYUNDAI

3. To assess the effectiveness of the advertisement and promotional strategies

over the customer of the service centers.

4. To rate the staff of the service centers

5. To assess the satisfaction level for various factors like:

 Quality of service

 Pick up process of the car

 Performance of the car

 fulfillment repair work

6. To put forward suggestions to the service centre for providing better service to
customer

6
1.5 LIMITATION OF THE STUDY

1. Findings are based on the assumption that the organizational data provided is
accurate

2. Many of the respondents were not ready to express their real views about the
products

3. The survey could not be conducted on a large scale due to lack of time.

4. Respondents’ non response to some questions either due to lack of knowledge

or inability or due to their unwillingness in respect of certain information made
analysis of such questions difficult

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1.6 METHODOLOGY FOLLLOWED

The method followed was descriptive research methodology. A survey was

conducted by a method of field work to collect the information required by
meeting customers of KTC Hyundai through a questionnaire in writing.

1.7 SOURCE OF DATA

1. Primary source

Primary sources included personal meetings with the respondents and getting
information throught the questionnaire.

2. Secondary source

Secondary source such as brochures, journals websites, old reports etc were
used

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CHAPTER 2
PROFILE

9
 PROFILE

1.1 INDUSTRY PROFILE

The automobile industry is the industry involved in the design, manufacture, marketing and
sale of motor vehicles. In 2006 16 million new automobiles were sold in the USA, 15 million
in Western Europe, 7 million in China and 2 million in India. In 2008 the markets in Canada,
USA, Western Europe and Japan are stagnating while those in South America, Eastern Europe
and Asia are growing.

The Indian automobile industry is the tenth largest in the world. Following Japan, South
Korea and Thailand in 2009, India emerged as the fourth largest exporter of automobiles.
Several Indian automobile manufacturers have spread their operations globally as well, asking
for more investments in the Indian automobile sector by the MNCs.

India has an annual production of approximately 2 million units. Indian auto industry,
promises to become the major automotive industry in the upcoming years and the industry
experts are hopeful that it will touch 10 million units mark.

The major car manufacturers in India are Maruti Udyog, Hyundai Motors India Ltd., General
Motors India Pvt. Ltd., Honda Siel Cars India Ltd., Toyota Kirloskar Motor Ltd., Hindustan
Motors etc.

The two-wheeler manufacturers in India are Honda Motorcycle & Scooter India (Pvt.) Ltd.,
TVS, Hero Honda, Yamaha, Bajaj, etc. The heavy motors including buses, trucks, auto
rickshaws and multi-utility vehicles are manufactured by Tata-Telco, Eicher Motors, Bajaj,
Mahindra and Mahindra, etc.

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QUICK FACTS AT A GLANCE

• First Indian to own a car in India was Jamshedji Tata.

• First woman to drive a car in India was Mrs. Suzanne RD Tata.
• The passenger car and motorcycle segment in the Indian auto industry is growing by 8-
9 percent.
• Commercial vehicle will grow by 5.2 per cent.
• The first automobile in India was rolled in 1897 in Bombay.
• India is a potential emerging auto market.
• Motorcycles contribute 80% of the two-wheeler industry.
• Unlike the USA, the Indian passenger vehicle market is dominated by cars (79%).
• India is the largest two-wheeler manufacturer in the world.
• India's motorcycle segment will grow by 8-9 percent in the coming years. 11. India is
the fifth largest commercial vehicle manufacturer in the world. 12. India has the
number one global motorcycle manufacturer. 13. In Asia, India is the fourth largest car
market.

MARKET SHARE

At present major Indian, European, Korean, Japanese automobile companies are holding
significant market shares. In commercial vehicle, Tata Motors dominates over 60% of the
Indian commercial vehicle market. Tata Motors is the largest medium and heavy commercial
vehicle manufacturer.

Among the two-wheeler segment, including scooters and mopeds- motorcycles have- major
share in the market. Hero Honda contributes 50% motorcycles to the market in which Honda
holds 46% share in scooter and TVS makes 82% of the mopeds in the country. In the three
wheeler industry in India, Piaggio holds 40% of the market share. Bajaj is the leader by
making 68% of the three-wheelers.

Car manufacturers in India dominate the passenger vehicle market by 79%. Maruti Suzuki is
the largest car producer in India and has 52% share in passenger cars and is a complete

11
monopoly in multi purpose vehicles. In utility vehicles Mahindra holds 42% share. Hyundai
and Tata Motors is the second and third car producer in India.

GROWTH AND EXPANSION

Starting its journey from the day when the first car rolled on the streets of Mumbai in 1898,
the Indian automobile industry has demonstrated a phenomenal growth to this day. Today, the
Indian automobile industry presents a galaxy of varieties and models meeting all possible
expectations and globally established industry standards. Some of the leading names echoing
in the Indian automobile industry include Maruti Suzuki, Tata Motors, Mahindra and
Mahindra, Hyundai Motors, Hero Honda and Hindustan Motors in addition to a number of
others.

During the early stages of its development, Indian automobile industry heavily depended on
foreign technologies. However, over the years, the manufacturers in India have started using
their own technology evolved in the native soil. The thriving market place in the country has
attracted a number of automobile manufacturers including some of the reputed global leaders
to set their foot in the soil looking forward to enhance their profile and prospects to new
heights. Following a temporary setback on account of the global economic recession, the
Indian automobile market has once again picked up a remarkable momentum witnessing a
buoyant sale for the first time in its history in the month of September 2009.

The automobile sector of India is the seventh largest in the world. In a year, the country
manufactures about 2.6 million cars making up an identifiable chunk in the world’s annual
production of about 73 million cars in a year. The country is the largest manufacturer of
motorcycles and the fifth largest producer of commercial vehicles. Industry experts have
visualized an unbelievably huge increase in these figures over the immediate future. The
figures published by the Asia Economic Institute indicate that the Indian automobile sector is
set to emerge as the global leader by 2012. In the year 2009, India rose to be the fourth largest
exporter of automobiles following Japan, South Korea and Thailand. Experts state that in the
year 2050, India will top the car volumes of all the nations of the world with about 611 million
cars running on its roads.

At present, about 75 percent of India’s automobile industry is made up by small cars, with the
figure ranking the nation on top of any other country on the globe. Over the next two or three
years, the country is expecting the arrival of more than a dozen new brands making compact
car models.

12
Recently, the automotive giants of India including General Motors (GM), Volkswagen,
Honda, and Hyundai, have declared significant expansion plans. On account of its huge
market potential, a very low base of car ownership in the country estimated at about 25 per
1,000 people, and a rapidly surging economy, the nation is firmly set on its way to become an
outsourcing platform for a number of global auto companies. Some of the upco

ming cars in the India soil comprise Maruti A-Star (Suzuki), Maruti Splash (Suzuki), VW Up
and VW Polo (Volkswagen), Bajaj small car (Bajai Auto), Jazz (Honda) and Cobalt, Aveo
(GM) in addition to several others.

POTENTIAL OF AUTOMOBILE INDUSTRY

In 2008, Hyundai Motors alone exported 240,000 cars made in India. Nissan Motors plans to
export 250,000 vehicles manufactured in its India plant by 2011. Similar plans are for General
Motors.

Turnover of Automobile Manufacturers(In USD Million)

Year In USD Million
2002-03 14,880
2003-04 16,544
2004-05 20,896
2005-06 27,011
2006-07 34,285

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The figures show that the automobile sector in India has been growing robustly. The market
shares of the different types of vehicles will clearly depict the demand pattern in this sector.

Domestic Market Share for 2008-09

Passenger Vehicles 15.96%
Commercial Vehicles 3.95%
Three Wheelers 3.6%
Two Wheelers 76.49%

HISTORY OF THE AUTOMOBILE INDUSTRY IN INDIA

The beginnings of automotive industry in India can be traced during 1940s. After the nation
became independent in the year 1947, the Indian Government and the private sector launched
their efforts to establish an automotive component manufacturing industry to meet the needs
of the automobile industry. The growth of this segment was however not so encouraging in
the initial stage and through the 1950s and 1960s on account of nationalization combined with
the license raj that was hampering the private sector in the country. However, the period that
followed 1970s, witnessed a sizeable growth contributed by tractors, scooters and commercial
vehicles. Even till those days, cars were something of a sort of a major luxury. Eventually, the
country saw the entry of Japanese manufacturers establishing Maruti Udyog. During the
period that followed, several foreign based companies started joint ventures with Indian
companies.

During 1980s, several Japanese manufacturers started joint-ventures for manufacturing

motorcycles and light commercial-vehicles. During this time, that the Indian government
selected Suzuki for a joint-venture to produce small cars. Following the economic
liberalization in 1991 and the weakening of the license raj, several Indian and multi-national
car companies launched their operations on the soil. After this, automotive component and
automobile manufacturing growth remarkably speeded up to meet the demands of domestic
and export needs.

Experts have an opinion that during the early stages the policies and the treatment by the
Indian government were not favorable to the development of the automobile industry.
However, the liberalization policy and various tax reliefs announced by the Indian government
over the recent past have pronounced a significantly encouraging impact on this industry
segment. Estimates reveal that owing to several boosting factors, Indian automobile industry

14
has been growing at a pace of about 18% per year. Therefore, global automobile giants like
Volvo, General Motors and Ford have started looking at India as a prospective hot destination
to establish and expand their operations.

Like many other nations India’s highly developed transportation system has played a very
important role in the development of the country’s economy over the past to this day. One can
say that the automobile industry in the country has occupied a solid space in the platform of
Indian economy. Empowered by its present growth, today the automobile industry in the
country can produce a diverse range of vehicles under three broad categories namely cars,
two-wheelers and heavy vehicles.

1.2 COMPANY PROFILE

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Kerala Transport Company made a humble beginning in the year 1958. From there its growth

to the KTC Group, one of the biggest business houses is simply astounding and marvelous.

Though our Founder is not physically with us, his untiring enthusiasm, his dedication to work,

his farsighted vision still guide and inspire us to lead the organization in the path of continued

progress. The Group’s turnover exceeds Rs.300 crores and its contribution to the various

fields of its activities are widely appreciated and acclaimed.

All our units together employ over 4000 persons directly and more than10000 persons

indirectly. We are eager to create more and more employment opportunities, thus contributing

our might towards alleviating the acute unemployment problem the country is confronted

with.

The operations at KTC are geared to continuously strive for and attain the objective of total

customer satisfaction.

The corporate office of KTC group is at KTC house YMCA road Calicut. Mr. PV Chandran is

the chairman of the group and Mr. Gangadharan and PV Nidhish are the directors.

We have our well-knit network of Branches and outstation offices all over the country where

we have vast number of direct and indirect employees of different religion, caste, creed and

regions. These employees interact frequently on a wide scale among themselves and with our

numerous customers. So this large scale and effective interaction contributes considerably to

the National Integration, the need of the hour.

ESTABLISHMENTS UNDER KTC

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1. AUTOMOTIVE GROUPS

1. Dealers for Hyundai cars

2. Mitsubishi lancer cars

3. Ford cars

4. Mahindra and Mahindra vehicles

5. Honda scooters and Motor cycles

6. Automotive Management academy

2. CINEMA: Production Distribution and Exhibition

3. SUPER SPECIALTY HOSPITALS

4. PLANTATIONS

5. PRINT MEDIA

6. EDUCATIONAL INSTITUTIONS

7. CUSTOM HOUSING AGENTS

8. FOOD PROCESSING

9. DEALERHSIP FOR INDIAN OIL COMPANY AND HINDUSTHAN PETROLEUM

10. C& F AGENTS FOR VARIOUS PRODUCTS

KTC AUTOMOBILE GROUP STRENGTH

17
  All our employees share the leadership’s vision and understand the purpose behind the
organizational GOAL

 An environment is provided to the employees with a sense of motivation and energy to

strive for success

 Determination to achieve definitive objectives

 Employee suggestions cell which helps our employees to contribute to the objectives

 Understand how to tackle costs systematically strategically and structurally.

KTC GROWTH DRIVERS

 KTC automotive group is an ambitious organization with a sharply designed well

communicated growth vision

 Have a strong leadership team with diversified experience and skills

 Have an organizational excellence with growth related structure, process, performance

measurements and incentive systems.

 Clear competence profile which can be leveraged and stretched

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COMPETITIVE ADVANTAGE OF KTC

With a record of previous success in the automotive industry we have a clear competitive
advantage

• Transfer of expertise through staff movements and business relationships

• Better supplier/customer relations within the value chain
• This result in earning profits that is high due to better margins being enjoyed.

GOALS VALUES AND BELIEFS

Our goal at KTC Automotive group is simple- extraordinary customer

service in the automotive sales and service industry. Our goals are
accomplished by a commitment from every employee.

Our values and beliefs require that we:

 Treat each employee with respect and give them an opportunity on
how to continually improve our service goals.
 Treat each employee fairly and with mutual respect.
 Deliver competitive impeccable service to our customers.
 ‘’Make DO IT RIGHT THE FIRST TIME EVERY TIME ’’ our commitment
as a team and our only way of doing business. This commitment will
assure continued growth and prosperity.
 Foster an open door policy which encourages creative interaction,
discussions and ideas to improve the work environment thus
increase our productivity.
 Respect every opportunity which can add to the improvement of
people of the society by effectively contributing the best to ensure
our social commitment and thereby enhance our social acceptance.

19
  Take over the tasks which interfere with commitment and enjoyable
leisurely lifestyle and by benchmarking with organizations that have
the finest reputation for quality.

 Provide the most effective and efficient corrective action to resolve

customer service issues to ensure our customers satisfaction and
that the problem not be respected in the future.

AUTOMATIVE DEALERSHIP

PRIME MARKET NO OF SERVICE

BRAND AREA SHOWROOMS CENTERS
Thrissur, Palakkad,
HYUNDAI Malappuram, 3 3
Calicut, Kannur and
Kasarkod
Palakkad,
FORD Malappuram, 1 2
Calicut, Kannur and
Kasarkod
Palakkad,
MITSUBISHI Malapurram, 1 2
Calicut, Kannur and
Kasarkod
HONDA Calicut and 1 3
Wayanad
Calicut,Kannur.Kas
MAHINDRA arkod and 1 6
Wayanad

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HYUNDAI:-

 KTC Hyundai has made deep inroads in the cars market in the
Malabar region of Kerala with top breeds cars from the house of
Hyundai. As a professionally managed company KTC Hyundai is
committed to excellence in serving all our esteemed customers.

 Incorporated under the aegis of the KTC Group, a name to reckon

with in the Transportation Industry, KTC Hyundai has definitely set
new standards in the cars world. Leveraging on the experience and
good will of the KTC group, KTC Hyundai has been on the growth
trail with no looking back…

 As an authorized dealer of Hyundai Cars we bring to you first-rate

cars and leave no stone unturned to provide great service. A
tastefully done modern Showroom of KTC Hyundai welcomes you to
elegance. A well maintained fleet of test drive cars are there to give
you the feel and experience the drive dynamics on actual driving
conditions. The showroom even sports a state of the art service
center to assure you of quality service.

 The Sales Team at KTC Hyundai is made up of dedicated showroom

and field professional’s adept at guiding the customer through the
entire sales process right from assisting in the choice of model,
colour and features to lending a helping hand in arranging finance at
competitive rates.

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AWARDS AND RECOGNITION

1. KTC Hyundai has been made the Hyundai Elite Dealer by Hyundai
Motors India in recognition for outstanding achievement and dedicated
dealer enhancement.

2. KTC Hyundai, Trichur has been the winner of the prestigious National
Best Seller Award from Hyundai Motors India for the first half of year 2008.

3. Hyundai Motor India Ltd. (HMIL) has been conferred with the coveted 'Niryat
Shree’ Gold and Silver Trophies for 2008-09 by the Federation of Indian Export
Organizations (FIEO).
4. HMIL was awarded the Gold Trophy in the Engineering and Metallurgical
products – Non-MSME category and the Silver Trophy in the Highest Foreign
Exchange Earner category.

22
1.3 PRODUCT PROFILE
1. Hyundai i10

The brand new offering of Hyundai, i10, is quite an impressive package.

Slotted between the high-end Santro and the low-end Getz, the i10 was
tested under the codename ‘Pa’ before being launched in the market. The
new car has generated a lot of interest in the Indian public and many
potential buyers have shown enthusiasm in buying one soon. There are
plans to have two more small cars in this segment by Hyundai, but for the
time being, i10 is the show stealer. With a distinct styling and unique
looks, this car will have the features of Hyundai bestseller Santro along
with other distant features of its own. The car has a steep windscreen and
the glass area is in the shape of an ellipse
As of now, i10 has a 1.1 liter engine, though after initial success, Hyundai
plans to launch this car with a much powerful engine. The wheelbase of i10
is the same as that of Santro, 2380mm or 94 inches. The car is stylishly
designed, keeping in mind the contemporary taste of the customers. The
two large headlamps are typical Hyundai feature and the number plate is

23
an added attraction. The tail lights are similar to that of Santro. Additional
features include first-of-its-kind sunroof, rear spoiler, leather wrapped
steering wheel and gear knob, keyless entry and a powerful stereo system.
The car delivers a maximum torque of 10.1kgm at 2800 rpm. The car also
boasts of having the longest wheelbase in its segment, which is an
impressive 2380 mm. Additional features of the car include anti-lock
braking system (ABS), dual airbags, impact sensing auto-door unlock
system, rear wiper and a high-mounted stop lamp. The interiors are quite
pleasing to look at and are more up-market with contemporary styling and
design.

Technical Specifications of Hyundai I10

Dimension & Weight

Overall Length 3565
(mm)
Overall Width 1595
(mm)
Overall Height 1550
(mm)
Wheelbase (mm) 2380
Ground Clearance 165
(mm)
Front Track (mm) 1400
Rear Track (mm) 1385
Kerb Weight (Kg) 860-952(M/T)
Fuel Tank capacity 35
(l)

Engine iRDE 1.1

Configuration In-line, 4 cylinder
Displacement 1086 cc
Maximum Power 66.7 ps /5500 rpm
Maximum Torque 10.1 Kgm /2800 rpm

24
 Suspensions
Front Suspension McPherson Strut with Stabilizer Bar and
"I" type sub-frame
Rear Suspension CTBA with coil spring
Rear Shock Hydraulic
Absorbers

Brakes
Front Disc
Rear Drum

Tyre
Size 155/80 R13
Type Tubeless

2. Hyundai i20
Hyundai Motor India (HMIL), amongst the largest automobile manufactures
in India, announced the launch of its new model - i20, in 2008. An
upgraded version of the i10 compact car, Hyundai i20 is produced
exclusively in the Indian Territory, just like Hyundai i10. From here, it is
exported to the other countries of the world. It is being manufactured,
along with i10, in HMIL's second plant, at Sriperumbudur, near Chennai
(Tamil Nadu). Hyundai i20 is believed to have been inspired by the
premium hatchback i30, which has already been launched in Europe and
Korea.

Design and Interior

Hyundai i20 has a low slung grille in the front, with large headlamps and
round fog lamps. The windscreen has been sharply scraped, in a way that

25
it flows smoothly and merges with the fresh tail section. Just like Renault
Clio, Hyundai i20 also has a vertical tailgate that provides more space for
luggage. The interiors of the car are top-quality and have been fitted with
elite plastics. The seating layout is pretty flexible and quite similar to i10.
The leather wrapped steering wheel adds to the interior look.

Hyundai i20 comes with front and rear door full size arm rest, rear parcel
tray and seat back pocket in magna and magna option pack. All of its
variants have been equipped with air conditions (and heaters) and have
power windows in the front. Then, there is the uniform door space and
controls for all the occupants. 4 Speakers with 2 Front Tweeters, Centre
Console Tray, Chrome Inside Door Handles, Leather Wrapped & Chrome
finish TGS Knob, Glove Box Cooling, Ash Tray and Coat Hook are some
other features of the car.

Variants and Price

Hyundai i20 is available in three variants - i20 Magna, i20 Asta and i20
Asta (O). While i20 Magna had a launch price of Rs 479900, i20 Asta and
i20 Asta (O) were unveiled with a price tag of Rs 559900 and Rs 581900,
respectively. All the prices are Ex-Showroom prices for Delhi. The car is
available in seven colors - Black Diamond, Crystal White, Sleek Silver,
Sparkle Blue, Silky Beige, Berry Red, and Dark Gray Metallic.

Engine
Powering the new Hyundai i20 is a 1.2 liter Material All Aluminum Cylinder
Engine, which promises a maximum power of 80ps@5200 rpm and
maximum torque of 11.4kgm@4000rpm. It has 5 cylinders and breathes
through 16 valves. The car has been equipped with Mc Pherson Strut with
Coil Spring, in the front suspension, and Coupled Torsion Beam Axle with
Coil Spring, in the rear suspension. Apart from that, it boasts of gas-type
shock absorbers, in the front as well as the rear.

Safety
i20’s ample dimensions of 3565x1595x1550mm (LxWxH), combined with
2380 mm wheelbase, promise to offer additional stability to the car, apart
from increased added cabin space. The MDPS (Motor Driven Power
Steering) and the suspension set-up of the car make sure that you drive
safely in heavy traffic. The top-end safety features of i20 include Anti-lock
Braking system (ABS), seat belts with pre-tensioner, dual airbags for the
driver and the front passenger, auto-unlocking doors (which automatically
unlock on sensing an impact) and a high-mounted rear stop lamp

3. HYUNDAI ACCENT

26
Hyundai Accent comes across as the perfect blend of style, luxury, power,
and performance. A product of Hyundai Motors India, the mid-sized sedan
looks very grand and provides features that one can hope to see only in
luxurious cars. The vehicle promises to offer smooth-sailing driving
experience to the driver. Powered by an advanced and refined engine,
adorned with state-of-the-art design and embedded with excellent
features, Hyundai Accent clearly races ahead its competitors in the sedan
category.

Engine
Under the hood of the luxurious Accent lies a 1495cc SOHC in-line-4-
cylinder engine that generates a power of 94 bhp @ 5500 rpm, with a
maximum torque of 123 Nm @ 3500 rpm. Power refinement and economy
is best exemplified by its alpha engine, which is equipped with
harmonically balanced cranks. The engine is designed with high velocity
intake and exhaust ports, tumble airflow, dual intake valves and
asymmetric rockers.

Design and Comfort

Ingenuity of design is seen in the interiors of Hyundai accent, while its
exteriors are arresting. The accented front grille looks very trendy. Clear
lens head and tail lamps are huge and sparkling. The side-protection
molding and body colored door-handles upscale the appearance of the
sedan. The size of passenger cabin is increased in both length and height.
The wheelbase has also been expanded in the sedan. Hyundai Accent
provides a comfortable ride for five adults.

Interiors
With a dual-tone beige color scheme, interiors of Hyundai Accent are
luxurious and spacious as well. Seats provide good level of support to the
passengers, with front-seats being very comfortable. The high roofline
helps have a proper seating posture. While the instrument cluster looks
elegant, a cup holder in central console provides ease. The powerful air-
conditioning system of the car, with the support of omni-directional airflow,
keeps the temperature cool. The Instant Response Climate Control System
in Hyundai Accent maintains the most precise cabin temperature.

27
Safety
The passive and active safety features of Hyundai Accent provide high
level of protection to its occupants. The anti-lock disc brakes are equipped
with electronic-type brake power distribution, which ensures shorter
stopping distance and avoids accidents. The seats, with height-adjustable
headrests, are equipped with 3-point safety belts. Airbags are also
provided in the front seats to shield the passengers from impact of
collisions. Other safety features of Accent include collapsible steering
column, child-safety rear door locks, rear defogger, and central door
locking

Variants, Price and Color

There are five main variants of Hyundai Accent and these include GLE,
GLS, Viva, Viva CRDi and CRDi. The starting price of the automobile is Rs.
5.00 lakhs and goes up as additional features come into play. The sedan is
available in a number of beautiful colors, including noble white, husky
blue, Potomaic blue, charming grey, real earth, bright silver, aqua tint,
scarlet sage, and ebony black

4. HYUNDAI GETZ

Hyundai Getz was launched in India in 2004. Manufactured by Hyundai

Motor India, the image of this super-mini car has projected it as the best-
suited vehicle for small urban families. The compact car has succeeded
in capturing millions of hearts across the world. Getz is the one-stop
solution for car lovers who want style and grace in their machine. The
vehicle has impressed the Indian buyers with its tastefully designed
interiors and stylish exteriors, managing to successfully establish a
market share for itself.

28
Engine
The 12 V 4 cylinder inline MPFI 1.3 liter SOHC engine of Hyundai Getz
delivers an impressive power of 82.9 PS @ 5500 rpm and maximum
torque of 11.8kgm @ 3200 rpm. The 5-speed manual transmission of the
automobile provides improved shift feel. The engine of the car has been
thoughtfully designed, so as to provide an excellent pick-up and smooth
acceleration.

Design And Comfort

Hyundai Getz comes with an extremely stiff chassis. The highlighted
features of the hatchback include sleekly designed head and tail lamps.
The front grille of the vehicle has a fresh new look. The chrome strip of
the grille adds to the sporty look of its exteriors. The sun roof of Getz,
which is optional, comes with a tilt and slide mechanism. The variants of
the car largely differ in the size of their tyres. The car ensures a
comfortable ride for five people.

Interiors
The hatchback body type of Hyundai Getz comes equipped with roomy
and plush interiors. There is ample space inside the cabin to ensure that
your ride is comfortable. Higher seating arrangement facilitates an easy
ingress and egress. The instrument cluster, with a comprehensive audio
system, has been integrated neatly into the dashboard. A cup-holder is
also provided in the console.

Safety
Hyundai Getz comes equipped with a number of safety features, such as
collapsible steering, clutch lock and rear bumper reflectors. The seats of
the automobile have been specially designed in a way that keeps the
passengers planted to the seats, rather than letting them fly out when
sudden brakes are applied at emergencies.

Variants, Price and Color

The four models of Hyundai Getz include GLE, GVS, GLS, and GLX. The
vehicle is available in both petrol and diesel variants. Noble white,

29
passion red, blue onyx, bright silver, deep pearl blue, dynasty red, ebony
black, midnight grey, real earth, sky blue, space silver are the colors in
which the car is available. The price of Hyundai Getz ranges from Rs. 4
to 5 lakhs.

5. HYUNDAI VERNA

Hyundai Motors India Ltd launched Verna, an improvised version of the

popular car - Accent, in 2006. A medium-sized sedan, Verna stands out
from the crowd of luxury cars because of its international styling and
powerful performance. Its high fuel efficiency and plush interiors are the
main plus points. The flamboyant appearance of Verna sets the pulse
racing and has already made it a hit amongst the luxury car buyers.

Engine
The petrol as well as diesel variants of Hyundai Verna are driven by 1.6 L
DOHC petrol and 1.5 CRDi diesel engines, respectively. The petrol engine
cranks out a power of 102 bhp @ 3000 rpm and produces a maximum
torque of 14.9 kgm @ 3000 rpm. On the other hand, the diesel engine
generates 109 bhp of power and a maximum torque of 24 kgm @ 2750
rpm.

Design and Comfort

Hyundai Verna is six centimeters longer than Accent. The contemporary
European design of the car - a short bonnet, circular top and thick C-
pillar that is shifted on the short boot, makes it look magnificent. Adding
to the smart appearance are its thick waistline moldings. A balanced
front end gives a sporty look to the sedan. The clear-lens wrap around
headlights and fog lamps is a highlighting feature of the frontage. Bright
metalwork on the radiator grille looks stunning and perfectly blends into
the hood/bumper configuration. A comfortable ride for five people is
assured by the luxurious sedan.
Interiors
Beige-colored interiors make Hyundai Verna look classy. The roomy
interiors of the car are beautified by every element within the cabin. The
gauge cluster houses new, easier to read, green LED lit instruments.
Sunglasses holder, ticket holder, portable ashtray, seat pockets, rear
center armrest-cum-cup holder, Driver?s seat armrest and door map
pockets, together make the interiors of the sedan look generous.

30
 Safety
Hyundai Verna has been fully loaded with safety features. The disc
brakes are big, which ensure safer and faster braking. Antilock Braking
System (ABS) helps keep the vehicle on-line. Other elements
contributing to the safety of the occupants are central locking system,
collapsible steering column, childproof rear door locks, clutch lock
system, and impact sensing for auto door unlocking.

Variants, Price And Color

Three models - i, Xi and Xxi - are available for the petrol-driven Hyundai
Verna. The diesel variant of the vehicle is CRDi VGT. The launch price of
Hyundai Verna is Rs 6.19 lakhs (approx) for the petrol version and Rs
7.35 lakhs (approx) for the diesel version.

6. HYUNDAI TUCSON

Hyundai Motor India Ltd launched Tucson, a compact Sports Utility Vehicle
(SUV), in 2004. Since then, the vehicle has been gaining wide popularity in
India, mainly for its state-of-the-art technology and performance. The
superior quality of this SUV is brought about by the use of high-end
equipments, along with well-researched engineering. Highly comfortable

31
on road as well as off the road, Hyundai Tucson promises to deliver good
fuel efficiency and ensure smooth ride on rough terrain.

Engine
Hyundai Tucson is powered by 2.0-liter CRDi diesel engine that generates
a power of 112 PS @ 4000 rpm and maximum torque of 245 Nm @ 2800
rpm. The five-speed transmission of the automobile ensures smooth and
dynamic performance.

Design and Comfort

The exteriors of Hyundai Tucson are very attractive. Its side-garnish gels
with the front and rear bumper. Apart from giving a voluminous feel, it
protects the body of the vehicle from external scratches. Roof railing
allows the passenger to carry extra luggage. The sleek body-colored
outside door handle of Tucson is easy to grip and imparts an impressive
look to its exteriors. The round-type lamps and flame-shaped reflectors of
the car add to the overall appeal of its exteriors. Adding to the sporty look
of the vehicle is the chrome-plated horizontal radiator grille, with "H"
Emblem in the middle. The flip-up tail glass is a special feature of the
vehicle, facilitating easier loading and unloading of small cargos. Hyundai
Tucson offers great degree of comfort for seven people.

Interiors
The central console in the interiors of Hyundai Tucson is simple, but
elegant. The gearshift lever is mounted on the same. The beige-colored
door trim of the car looks classy. The three analogue meters positioned on
the compact cluster gauge are sporty, while the cluster gauge is compact.
Its three analogue meters are positioned in a way to give an overlapping
form.

Safety
Safety of the passengers is given top priority by the manufacturers of
Hyundai Tucson. The braking distance is shortened by Antilock Braking
System (ABS), a key safety feature of the car. Wheel locking in slippery

32
roads is prevented by the ABS system, by controlling brake fluid pressure.
The dual front airbags shield front seat passenger and driver from impact
on collisions. The risk of secondary injuries is reduced the seatbelt
pretensioners, equipped with load limiter.

Variants, Price And Color

The only variant of Hyundai Tucson that is available in India is the 2.0 CRDi
one. The price of the SUV ranges from Rs 12 to 15 lakhs. The vehicle is
available in a variety of colors, including warm silver, noble white, marine
blue, ebony black and aqua silver.

ORGANISATION STRUCTURE

33
34
 CHAPTER 3
ANALYSIS AND INTERPRETATION

DATA ANAYLSIS AND INTERPRETATIONS

1. HOW LONG HAVE YOU BEEN USING THIS CAR?

TABLE NO 1:

Serial number Duration of using No of respondents % of Respondents

35
 the car
1 Below 3 months 5 10
2 3 – 6 months 10 20
3 6- 9 months 20 40
4 Above 9 months 15 30
Total 50 100

GRAPH NO 1:

INTERPRETATION

From the above table and graph it is seen that the maximum customers
questioned have been using Hyundai cars for more than 6 months. About 10% of
the respondents have just newly purchased the cars where as 20% of them have
been using it for not more than a period for 3 to 6 months.

2. PREVIOUS EXPERIENCE WITH HYUNDAI PRODUCTS:-

TABLE NO 2:

Serial No Options No of respondents % of respondents

1 Yes 15 30
2 No 35 70
Total 50 100

36
GRAPH NO 2:

INTERPRETATION

The above pie diagram shows that 70% of respondents have earlier used Hyundai
cars and have found it satisfactory enough to buy more of the same. However
30% of them are having a first time experience with Hyundai car.

3. REASONS FOR BUYING HYUNDAI CARS

TABLE NO 3:

Serial no Reasons No of % of respondents

respondents
1 Advertisements 30 60
2 Recommended by 10 20
others
3 Quality 10 20
total 50 100

37
GRAPH NO 3:

INTERPRETATIONS

As seen in the above table 60% of the respondents came to know about the
Hyundai cars through effective advertisements in television and other
medias.20% were recommended by their friends and family and the remaining
20% got attracted by its quality and unique features.

4. CAR PERFORMANCE MATCH YOUR EXPECTATION

TABLE NO 4:

Serial no Opinion No of respondents % of respondents

1 YES 30 60
2 NO 20 40
TOTAL 50 100

38
GRAPH NO 4:

INTERPRETATION

The above table interprets that 60% of the respondents were satisfied with the
performance of the Hyundai cars. But the remains 40% thought that the cars
performance dint meet their expectations.

5. SATISFACTION WITH THE INFORMATION CLARITY OF THE CAR

TABLE NO 6

Serial no Response No of % of
respondents respondents
1 Highly satisfied 20 40
2 Satisfied 27 54
3 Not satisfied 3 6

39
 Total 50 100

GRAPH NO 5

INTERPRETATION

In the above table it is seen that 54% of the respondents were satisfied with the
information clarity of the car by the servicemen.40% was highly satisfied and 6%
were far less from satisfaction.

With this we can understand that the customers are given proper guidance and
clarity on the working and maintenance of the car.

6. RATING THE PICKUP PROCESS OF THE CAR AFTER SERVICING

TABLE NO 6:

Serial no Response No of % of
respondents respondents
1 Good 35 70
2 Bad 10 20
3 excellent 5 10

40
 Total 50 100

GRAPH NO 6:

INTERPRETATION

According to the above table 70% of the respondents opined that the pick
process of the car post servicing was good. Remaining 30% were less happy
about the time taken for the same.

7. OPINION ABOUT THE QUICK DELIVERY OF THE CAR

TABLE NO 7:

Serial no Response No of respondents % of respondents

1 Good 35 70
2 Bad - -
3 Excellent 15 30

41
Total 50 100

GRAPH NO 7:

INTERPRETATION

In the above table it is seen that the quick delivery of the car is considered
excellent by 35% of the respondents where as 15 % feel that it could still be
improved and quickened.

8. CLEANLINESS OF THE CAR POST SERVICING

TABLE NO 8:

Serial no Satisfaction level No of respondents % of respondents

1 Satisfied 15 30
2 Not satisfied 30 60

42
 3 Highly satisfied 5 10
Total 50 100

GRAPH NO 8:

INTERPRETATION

From the above chart it can be inferred that that the cleanliness of the car post
servicing is not satisfactory for about 60% of the respondents.10% of them
consider it highly satisfied and 30% feel normally satisfied.

9. EASE OF CONTACTING THE PERSON ENTERTAINING FOR

SERVICING

TABLE NO 9:

Serial no Satisfaction No of % of
level respondents respondents
1 Satisfied 25 50
2 Highly satisfied 20 40

43
 3 Not satisfied 5 10
total 50 100

GRAPH NO 9:

Interpretation

The above table suggests that 50% of the customers find it easy to contact the
person entertaining them for servicing or other functions at the Hyundai
showroom.10% feel unsatisfactory and 40% feel highly satisfied about it.

10. COMPLETION OF REPAIR WORK

TABLE NO 10:

Serial no Satisfaction level No of respondents % of respondents

1 Satisfied 27 54
2 Highly satisfied 18 36
3 Not satisfied 10 20

44
 Total 50 100

GRAPH NO 10:

Interpretation

Above chart shows that the repair work done is highly satisfied among 36% of the
respondents.54% consider it normally satisfied and 20% feel it completely
unsatisfactory

From this it is seen that 54% agreed that the quality of the repair work is good
but today there are more competitions in the car industry. So it would be better if
they transfer that 54% into highly satisfied zone

11. CELEBRITY ENDORSEMENTS AFFECT BUYING DECISIONS

TABLE NO 11:

Serial no Influencing level No of respondents % of respondents

1 Highly influenced 26 52
2 Somewhat 17 34
influenced

45
 3 Not influenced 2 4
4 Neutral 5 10
Total 50 100

GRAPH NO 11:

INTERPRETATION

From the above table we can see that the buying decisions of 52% respondents
get highly influenced by celebrity endorsements.34% get partly influenced.10%
remain neutral and only about 4% don’t get influenced by it at all

12. FACTORS THAT INFLUENCE BUYING DECISION OF CUSTOMERS

TABLE NO 12:

Serial no Factors No of respondents % of respondents

1 Style 8 16
2 Comfort 7 14

46
 3 Mileage 15 30
4 Price 9 18
5 Product features 2 4
6 Technology 5 10
7 Color 4 16
total 50 100

GRAPH NO 12:

INTERPRETATION

The above table shows that the main factor that affects the buying decision of the
respondents is the mileage provided by Hyundai cars. Price of the car is rated
well by 18% of the respondents. It is followed by style, comfort and color between
15% and 20% of respondents. Only 4% consider the product features while
making buying decisions and 10% regards the Hyundai technology

13. RATE THE OVERALL INTERACTION AND EXPERIENCE WITH

HYUNDAI WORKSHOP

TABLE NO 13:

Serial no Opinion No of respondents % of respondents

1 Good 30 60

47
2 Bad 8 16
3 Excellent 12 24
Total

GRAPH NO 13:

Interpretation

From the above table it is inferred that 60% respondents feel the overall
interaction and experience with the Hyundai workshop is good.24% consider it
excellent and 16% seem unhappy about it.

48
 CHAPTER 4
SUMMARY

SUMMARY

4.1 FINDINGS

49
The following are the major findings of the study

 Table 3 reveal that it is the recommendation of family and friends and

advertisements that play a major role in attracting customers to KTC
Hyundai.

 As per table 4 60% of customers are satisfied with quality of services

provided by KTC Hyundai

 From the research it is clear that 52% of respondents are highly satisfied
with celebrity endorsements of Hyundai products whereas 10% remain
neutral.

 As per the researcher’s findings, 60% of the respondents were not satisfied
with the cleanliness of the car post servicing.

4.2 SUGGESTION:

50
  More emphasis should be given to direct marketing activities because
through this, the organization can get great insight about the customer
perception, changes in customer taste, preference etc

 Customers are found deeply unsatisfied about the cleanliness of the

vehicles post servicing. Hence proper care should be taken while servicing
and workers should be more trained and qualified

 Incidents of customer returning to the service station after service because

of the persistence of the same problem or incompleteness of the repair
work are noticed through personal interview

 Due care should be given to the work performed and service personals
should ensure that the complaint mentioned by the customer is solved
completely before the vehicle is delivered back

 In order to facilitate more convenience to working class the service

station should extend their working hours both morning and evening.

4.3 CONCLUSION

51
Offering high quality service is an enormous challenge for any service
organization. “Exceeding quality is what customer expects from the
service”. This study was conducted on the topic “customer satisfaction at
KTC HYUNDAI”. So the quality of service depends on the perspective of a
customer.

The intangible and perishable nature of service makes it difficult for KTC
HYUNDAI to measure their quality, identify their loopholes and take
necessary steps to improve the quality. KTC HYUNDAI therefore have to
evaluate five dimensions of service to determine its quality.

Tangibility – service is intangible to customers. The service providers

need to measure that they provide the right ambience and infrastructure
to the customers and that their smart and pleasant employees offer high
quality service.

Reliability – the service offered by an organization needs to meet the

expectation of customers. It is only the customers that consider the
service reliable and the organization dependable.

Responsiveness – service personal should be prompt in attending to

customers and serving their requirements. The personal should be
especially attentive during problem situations where the customers has
some complaints with the service

Assurance – service personnel should have a thorough knowledge of the

service they are providing to the customers. His knowledge and confidence
should assure the customers that the company’s service is trustworthy.

Empathy – the service personnel should empathize with customers who

report problems and work quickly to solve them.

To conclude KTC HYUNDAI should take into consideration the various

suggestions recommended by their valuable customers.

52
 BIBLIOGRAPHY
BOOKS

1. Philip Kotler marketing management

2.Kothari C.R research Methodology

WEBSITES

www.google.com

www.ktchyundai.com

www.wikipedia.com

QUESTIONNAIRE

53
Dear Sir/Mam

I sidle siddique, BBA student of Providence Women’s College have to

undergo a dissertation study for the topic. Therefore humbly request your
guidance and cooperation for the completion of the project work. Please
give your most candid and thorough response to the questions. Rest
assured the information you shared here is confidential.

NAME:

LOCATION:

AGE:

SEX:

1. How long have you been using this car?

Below 3 months 3- 6 months 6-9 months

9 months and above

2. Have you been using any cars of Hyundai Before?

YES NO

If yes specify……………………….

3. What was the single most reason for initially buying Hyundai Cars?

Advertisement recommended by others quality

4. Did the car performance match your expectation?

YES NO

5. How satisfied are you with the information clarity of the car

Highly satisfied satisfied not satisfied

6. How would you rate the pick up process of the car after its servicing?

Good Bad Excellent

7. What is your opinion about the quick delivery of the car?

Good Bad Excellent

54
8. How satisfied are you with the condition of the cleanliness of the car
post servicing

Satisfied not satisfied Highly satisfied

9. How satisfied are you in the ease of contacting the person entertaining
you for servicing

Satisfied not satisfied Highly satisfied

10. Were all the repair works requested by you done to your complete
satisfaction?

YES NO

11. How far do celebrity endorsements affect your buying decision?

Highly influenced somewhat influenced not influenced

neutral

12. Rate the factors that influence your decision to buy Hyundai cars

Style

Comfort

Mileage

Price

Product features

Technology

Color

13. How would you rate the overall interaction and experience with the
Hyundai Workshop?

Good Bad Excellent

14. Do you have any suggestions to improve the service quality of KYC
HYUNDAI?

55
56