A study on the consumer perception of hyundai santro cars in salem city

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A study on the consumer perception of hyundai santro cars in salem city

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A study on the consumer perception of hyundai santro cars in salem city

  1. 1. Projectsformba.blogspot.com i A STUDY ON THE CONSUMER PERCEPTION OF HYUNDAI SANTRO CARS IN SALEM CITY By Reg.No. of KONGU ENGINEERING COLLEGE, Perundurai, Erode – 638 052. A PROJECT REPORT Submitted to the FACULTY OF MANAGEMENT SCIENCES In partial fulfillment of the requirements for the award of the degree of MASTER OF BUSINESS ADMINISTRATION June, 2005Projectsformba.blogspot.com
  2. 2. Projectsformba.blogspot.com ii BONAFIDE CERTIFICATE Certified that this project report titled “A STUDY ON THE CONSUMERPERCEPTION OF HYUNDAI SANTRO CARS IN SALEM CITY” is the bonafidework of ........................................... who carried out the research under mysupervision. Certified further, that to the best of my knowledge the work reportedherein does not form part of any other project report or dissertation on the basisof which a degree or award was conferred on an earlier occasion on this or anyother candidate.Supervisor Director Viva – voce held on __________Internal Examiner External ExaminerProjectsformba.blogspot.com
  3. 3. Projectsformba.blogspot.com iii ABSTRACT The study entitled “Consumer perception of Hyundai Santro cars inSalem City” was conducted in Salem City with special reference to HYUNDAIMOTORS INDIA LIMITED. The study was undertaken to know the perceptionlevel of the Santro car users and other b-segment car users towards variousbrands like Tata Indica, Maruti Wagon – R, Maruti Zen, Maruti Alto in relation toperception on various aspects. The survey was conducted by collection fromvarious consumers. Many have not preferred to buy Santro cars because ofperceptual error on cost and size aspects, so proper steps should be taken toimprove the awareness of Santro cars. The respondents who are using Santrocars are mostly satisfied. The performance to some of the previous versionSantro Cars are not good. The expectations of the consumers are quite high. Many expect highdesign, comfort, and mileage in lower cost involvement. The experience of theconsumers and their rating of the cars are moderate, proper awarenesscampaigns should be given importance. As the study was limited to Salem Cityonly, it was possible for the scholar to understand the demographic profiles andconsumer perception. The perception of individual consumers depends mainly on annualincome, expected and actual performance of the product as well as externalinfluencing factors like society and etc., Consumers prefer to advice of othersalso. Consistency in performance, level of satisfaction also has a major impact.The study of consumer perception towards Santro Cars gives an idea ofindividual preference towards the product based on various influencing factorslike price, group influences, social influences and Psychological influences. AndProjectsformba.blogspot.com
  4. 4. Projectsformba.blogspot.com ivalso gives an idea on rating of product done by the consumers generally etc,particularly relating to Salem City. The main objectives of the study were to analyse the position of theSantro cars and other B-Segment cars (include Maruti Wagon-R, Maruti Zen,Maruti Alto and Tata Indica) in the consumers mind, to measure the perceptionlevel with regard to price, maintenance cost, Service, advertisement impact,performance, safety, mileage, comfort, design and etc., to know the reason forpreferring the particular brand over the other brands and finally to receivesuggestions for the further improvement. The type of Research undertaken for the study was Descriptiveresearch and the sampling design was Stratified Random Sampling. Both primary and secondary data were collected by interview methodand referring to the company manual and the website of the company. Thestatistical tools used in the study were Percentage analysis, Chi Square Analysis. The limitation of the study was that the data provided by therespondents may be false at times and it is confined to 350 consumers only.Projectsformba.blogspot.com
  5. 5. Projectsformba.blogspot.com v ACKNOWLEDGEMENT If words are considered as symbols of approval of acknowledgementthen let the words play the heralding role of expressing my gratitude to all thosewho have helped me directly (or) indirectly in this project. I express my sincere gratitude to our honourable Correspondent....................................................., and other college trust members for allowingme to develop the project in their institution. I express my sincere thanks to our Principal ....................................... It gives me great pleasure to acknowledge my sincere thanks to................................................., Director of Department of Management Studies,Kongu Engineering College, Perundurai for his valuable advice for thecompletion of this project. I am greatly privilege to express my faculty guide....................................., Department of Management Studies, Kongu EngineeringCollege, Perundurai for his encouragement and guidance for the completion ofthis project. I wish to express my deep sense of gratitude to ........................... foroffering me this project and.................................................................... ....................... for their timely helpand guidance. And ....................................... ........................................... for histimely help and guidance. I express my sincere thanks to all my friends and family members fortheir constant support, blessings and co-operation, which they gave me at allsteps of this project work.Projectsformba.blogspot.com
  6. 6. Projectsformba.blogspot.com viCONTENTS Chapter Page Particulars No. No. LIST OF TABLES ix LIST OF FIGURES xi 1 INTRODUCTION 1.1 Indian Automotive Industry -Industry Profile 1 1.2 Company Profile 5 2 OBJECTIVES, SCOPE & LIMITATIONS OF THE STUDY 2.1 Objectives of the study 14 2.2 Scope of the study 15 2.3 Limitations of the Study 15 3 RESEARCH METHODOLOGY 3.1 Research Design 16 3.2 Sampling Design 20 3.3 Statistical Tools 22 4 ANALYSIS AND INTERPRETATION 4.1 Analysis of data 23 4.2 Chi-square Analysis 42 5 FINDINGS, SUGGESTIONS AND CONCLUSION 5.1 Findings of the study 55 5.2 Suggestions and Recommendations 57 5.3 Conclusion 60 APPENDIX REFERENCESProjectsformba.blogspot.com
  7. 7. Projectsformba.blogspot.com vii LIST OF TABLESTABLE PARTICULARS PAGE NO. NO. 4.1.1 Age of the respondents 23 4.1.2 Gender of the respondents 24 4.1.3 Marital status of the respondents 25 4.1.4 Educational qualification of the respondents 26 4.1.5 Monthly income level of the respondents 27 4.1.6 Family size of the respondents 28 4.1.7 Year of usage of santro car and other cars by the 29 respondents 4.1.8 Driving kilometre per day 30 4.1.9 Influencing factors while purchasing the santro and other 31 cars4.1.10 Influencing person to prefer santro and other cars 324.1.11 Seen the dealer’s advertisement of the santro car 334.1.12 Opinion about the advertisement of the santro car 344.1.13 Level of perception about the performance of the car 354.1.14 Maintenance handling system 364.1.15 Reminder of the maintenance time 374.1.16 Opinion about the service offered by dealer 384.1.17 Respondents satisfaction level on santro and Other cars 394.1.18 Level of brand loyal customers in santro and other cars 404.1.19 Recommendations on santro and other cars to friends 41 and relatives 4.2.1 Age and customer perception towards santro cars 42 ( Two-way table ) 4.2.2 Gender and customer perception towards santro cars 43 (Two-way table)Projectsformba.blogspot.com
  8. 8. Projectsformba.blogspot.com viiiTABLE PARTICULARS PAGE NO. NO. 4.2.3 Educational qualification and customer perception 44 towards santro cars ( Two-way table ) 4.2.4 Monthly income and customer perception towards santro 45 cars (Two-way table) 4.2.5 Family size and customer perception towards santro cars 46 (Two-way table ) 4.2.6 Period of usage and customer perception towards santro 47 cars ( Two-way table ) 4.2.7 Age and customer perception towards other cars 48 (Two-way table ) 4.2.8 Gender and customer perception towards other cars 49 (Two-way table ) 4.2.9 Educational qualification and customer perception 50 towards other cars ( Two-way table )4.2.10 Monthly income and customer perception towards other 51 cars ( Two-way table )4.2.11 Family size and customer perception towards other cars 52 ( Two-way table )4.2.12 Period of usage and customer perception towards other 53 cars ( Two-way table )4.2.13 Comparison of overall perception level of the respondents 54 towards various attributes of santro cars and other carsProjectsformba.blogspot.com
  9. 9. Projectsformba.blogspot.com ix LIST OF FIGURESFIGURE PARTICULARS PAGE NO. NO. 4.1.1 Age of the respondents 23 4.1.2 Gender of the respondents 24 4.1.3 Marital status of the respondents 25 4.1.4 Educational qualification of the respondents 26 4.1.5 Monthly income level of the respondents 27 4.1.6 Family size of the respondents 28 4.1.7 Year of usage of Santro car and other cars by the 29 respondents 4.1.8 Driving kilometre per day 30 4.1.9 Influencing factors while purchasing the Santro and other 31 cars4.1.10 Influencing person to prefer Santro and other cars 324.1.11 Seen the dealer’s advertisement of the Santro car 334.1.12 Opinion about the advertisement of the Santro car 344.1.13 Level of perception about the performance of the car 354.1.14 Maintenance handling system 364.1.15 Reminder of the maintenance time 374.1.16 Opinion about the service offered by dealer 384.1.17 Respondents satisfaction level on Santro and Other cars 394.1.18 Level of brand loyal customers in Santro and other cars 404.1.19 Recommendations on Santro and other cars to friends 41 and relativesProjectsformba.blogspot.com
  10. 10. 1 CHAPTER 1 INTRODUCTION1.1 INDIAN AUTOMOTIVE INDUSTRY – INDUSTRY PROFILE The far-reaching economic reforms undertaken since 1991 haveunleashed the growth potential of the Indian economy. A series of “SecondGeneration Reforms” aimed at deregulating the country and stimulating foreigninvestment have moved India firmly into the front ranks of the rapidly growingAsia Pacific region. The automotive Industry in India is now working in terms of thedynamics of an open market. Many joint ventures have been set up in India withforeign collaboration, both technical and financial with leading globalmanufacturers. The Government of India is keen to provide a suitable economicand business environment conducive to the success of the established andprospective foreign partnership ventures. The joint venture list indicates a wide variation ranging from 10% to100%, i.e., wholly owned foreign subsidiaries. The equity participation is notregulated by Government but is market driven. It depends upon the marketperceptions of the joint venture partners and their business perceptions primarilyin terms of technological, financial and market strengths of the partners. Thesetting up of joint ventures has also led to enhanced capacity creation in theProjectsformba.blogspot.com
  11. 11. 2vehicle sector, particularly in the passenger car sector and the additional capacityis expected to mount by one million passenger cars in the next 4-5 years. Concentrated efforts are going on in India for inducting and absorbingthe latest technology and upgrading the quality of products to an internationallevel and a partner search mission is on. Indian firms are on the look out for JointVentures and Technology Transfers specializing in niche technology and tocomplement their range of products as well as bench marking with the world’slatest and the best.1.1.1 INSIGHT ON INDIAN AUTO INDUSTRYDEMAND FORECASTS The projected figures from 2004-05 to 2009-10 in 000s are given in thetable below:Particulars 2004-05 2005-06 2006-07 2007-08 2008-09 2009-10 Cars 796 876 960 1060 1166 1283 Indias potential in both economic and population terms and the effect itwill have on the auto industry in the years to come. With a well-developedcomponents industry and a production level of one million four-wheeled vehiclesa year, plus a further five million two- and three-wheelers, India came to berecognized as a potential emerging auto market a few years back. But now, it is also the fastest growing auto market globally. Andjudging by the growth rate of auto sales recorded in 2004, and the slew of newlaunches poised for this year, it seems that India has finally arrived in the bigleague of the Asian car markets.Projectsformba.blogspot.com
  12. 12. 3 With almost 24 percent growth in car sales in 2004, India has emergedas the fastest-growing car market in the world, outstripping Chinas estimated13.7 percent growth last year. Sales of passenger vehicles crossed the million-figure mark (1,044,597units) in 2004, making India the fastest growing in this segment. The growth rateof other segments was equally impressive. Sales of commercial vehicles grew at28 percent, two-wheelers at 17 percent, three-wheelers at 13 percent andexports went up by 36 percent. Indias total auto tally in 2004, however, is nowhere close to China,which sold 2.2478 million units in 2004. But that was 52.7 percent points lowerthan the 66.4 percent growth in 2003. Sales of cars started dropping in April lastyear and even posted negative growth in September and October, and thenrecovered a bit in the last two months of the year. "There is no doubt that India has lately emerged as one of the fastestgrowing auto markets in the world," and one of the main reasons behind that isthe fact that the car market is also undergoing significant structural shifts." One such major shift is easy finance. Over 80 percent of the cars soldin the country now are financed, thanks to the continuously sliding interest ratesfor the past five years. Consequently, car upgrades have become frequent andmultiple ownership a norm. A booming market then, has expectedly changed the perception offoreign investors, for whom the Indian market, or rather the lack of it, was aProjectsformba.blogspot.com
  13. 13. 4laughing stock not so long ago. "The past two years have completely changedthe way the world views India," says Rajesh Jejurikar, vice president of Indianauto major Mahindra and Mahindra. "Now, everybody wants to be here." The country is also getting all the variety and attention that were so farreserved for mature car markets. Creating a landmark of sorts, 35 new carmodels will hit Indian roads this year, including 11 "super luxury" cars fromcelebrated brands like Audi, BMW, Ferrari and Alfa Romeo. The next three to four years could see the industry pump in as muchas $5 billion, "out of which foreign direct investment would be close to $3 billion --higher than ever," The report added that in line with the industrys projection, India wouldadd a million cars a year from next year. Other projected growth rates indicatethat total demand for passenger vehicles in 2007 will be around 2.24 million unitsas against 1.87 million units of installed capacity. According to the Society of Indian Automobile Manufacturersprojections, domestic sales of passenger vehicles (cars and utility vehicles) areset to grow at 20 percent over the next two years, given the current GDP growth,and exports at 40 percent.1.2 COMPANY PROFILEProjectsformba.blogspot.com
  14. 14. 51.2.1 ABOUT HYUNDAI MOTORS INDIA LIMITED Hyundai Motor India Limited (HMIL) is a wholly owned subsidiary ofHyundai Motor Company, South Korea and is the second largest and the fastestgrowing car manufacturer in India. HMIL presently markets over 25 variants ofpassenger cars in six segments. The Santro in the B segment, Getz in the B+segment, the Accent in the C segment, the Elantra in the D segment, the Sonatain the E segment and the Terracan in the SUV segment. The company recorded combined sales of 215,630 during calendaryear 2004 with a growth of 43% over year 2003. HMIL is India’s fastest growingcar company having rolled-out over 700,000 cars in just over 70 months since itsinception and is the largest exporter of passenger cars with exports of over Rs.1,700 crores. HMIL has recorded a staggering growth of 149% in exports overthe year 2003. HMIL’s fully integrated state-of-the-art manufacturing plant nearChennai boasts some of the most advanced production, quality and testingcapabilities in the country. HMIL has announced plans for its second plant, whichwill produce 150,000 units per annum, raising HMIL’s total production capacity to400,000 per annum by 2007. The plant will be built on a 2.1 million square metersite adjacent to the existing facility with an investment of $450-$500 million on itsnew integrated facility. HMIL plans to expand its dealer network, which will beincreased from 146 to 180 this year. And with the company’s greater focus on thequality of its after-sales service, HMIL’s service network will be expanded to over1,000 in 2005. HMIL has many awards in its bouquet. It was declared “The StarCompany” amongst unlisted companies by Business Standard this year. Getz gotthe coveted “Car of the Year 2005” award twice over. It was declared a winner byProjectsformba.blogspot.com
  15. 15. 6both Business Standard Motoring and CNBC-TV18 Autocar Auto awards.Hyundai Elantra won the CNBC-TV18 Autocar “Best Value for Money” CarAward. HMIL has also been awarded the benchmark ISO 14001 certificationfor its sustainable environment management practices.ABOUT HYUNDAI MOTOR COMPANY The parent company of HMIL is the Korean Car giant Hyundai MotorCompany (HMC), a part of the Hyundai Motor Group comprising Hyundai MotorCompany, Kia Motors, Hyundai Mobis and other affiliated companies, with acombined turnover of over US$ 50 Billion. The Hyundai Motor Group with apresence in over 185 countries and combined annual sales of over 3 million unitsis one of the fastest growing auto manufacturers in the world. Hyundai Motor and its sister concern Kia Motor achieved global salesof over 3.16 million cars worldwide in 2004. The target for 2005 is an ambitious3.7 million vehicles. Hyundai is expanding its globalisation efforts with fresh investments inChina, the United States and Turkey, apart from India. It has emerged as one ofthe largest car manufacturers in the world and is currently positioned at seventhrank globally. The goal is to surge into the global top 5 by 2010.HYUNDAI’S FULLY INTEGRATED MANUFACTURING CAPABILITIESProjectsformba.blogspot.com
  16. 16. 7The Press Shop A computer controlled line that converts sheet metal to body panels ofhigh dimensional accuracy and consistency.The Body Shop A hi-tech line that builds full body shells from panels. Automatedrobotic arms are used for intricate welding operations that ensure superior andconsistent build quality.The Paint Shop This is one of the most modern paint shops in the country and usesthe environment friendly water based process for superior and lasting exteriors. Aunique process management system followed here helps us deliver the mostextensive colour range, independent of minimum batch requirements, helpingcustomers get their preferred colour anytime.The Aluminium foundry Forges the engine cylinder blocks for our cars to exacting designspecifications.Projectsformba.blogspot.com
  17. 17. 8The Engine and Transmission Shop One of the biggest engine shops in the country, this unit is equippedwith the most modern tooling and testing facilities to make a wide range ofengines in house.The Plastic Extrusion Unit Moulds the dashes, bumpers and other plastic components to perfectfit and finish.The Plastic Paint Shop One of the very few manufacturing units in India to have this facility in-house, Hyundais plastic paint shop delivers a high grade finish on exterior plasticcomponents.The Test Track With comprehensive performance testing facilities like rattle testingand ABS brake testing, this track is designed to meet pre-delivery (PDI)certification standards to exacting Euro specifications.Projectsformba.blogspot.com
  18. 18. 9R&D FACILITIES Hyundai and Kia together have R&D centres in the United States,Europe, Japan apart from the global R&D headquarters at Ulsan, Korea. The Hyundai Motor Group has recently dedicated an annual R&Dspend of close to US$ 2 Billion, up from US$ 1.2 Billion to enhance its thrust onnew product development and achieve global quality benchmarks by year 2005.This includes the $30 Mn Hyundai-Kia Design and Technical Center in Irvive,California.FOCUS The R&D team focuses on the development of new products andtechnologies that include interior and exterior design changes, developmentof new generation engines and alternate fuel systems, concept vehicles andadvanced passenger safety and comfort systems, in line with evolvingcustomer preferences across the globe. Recent successes of the teaminclude the development of the Hyundai patented Common Rail DirectInjection (CRDi) engine in association with Detroit Diesel and the awardwinning Fuel Cell Santa FE.ENVIRONMENT MANAGEMENT Hyundai Motor India has been awarded the benchmark ISO 14001certification for its sustainable environment management practices. Living up toProjectsformba.blogspot.com
  19. 19. 10its commitment of providing global standards of qualityand process managementin India, Hyundai had put in place an Environment Management System (EMS)atits manufacturing plant in Chennai right from its project stage. The certificationprocess was completed in a record time of 10 months. The assessment wasdone by TUV SUDDEUTSCHLAND and covered areas like Awareness Training,Technology Upgradation, Recycling, Waste Management and fulfillingGovernment Regulations. HMI is also working on a backward integrationstrategy that will support vendors of the company in implementing EMS. The company has also been in the forefront of development ofenvironment friendly technologies like Hybrid Electric Vehicles (HEVs), and FuelCell Electric Vehicles (FCEVs) and has been awarded the ISO 14001 certificationfor all its three major plants in Ulsan, Asan and Jeonju in S.Korea.SOCIAL RESPONSIBILITY Hyundai, as a responsible corporate citizen is committed tosustainable social development and the preservation of the environment. All thecompanys key manufacturing units, including the Indian plant has the ISO 14001certification for its Environment management practices. As a part of its socialresponsibility programs, the company conducts various campaigns to spreadawareness of in-car safety and safe driving practices, particularly targetedagainst drunken driving, speeding, etc. As a part of its community development projects, the company hasadopted a few villages around its factory in Tamilnadu and has been workingtowards the social and economic development of these villages, assisting them inthe areas of primary health care, education, basic amenities and employmentopportunities.Projectsformba.blogspot.com
  20. 20. 11HYUNDAI MOTORS INDIA ACCOMPLISHMENTS - Hyundai Santro has topped the JD Power Asia Pacific Initial Quality Study (IQS) that measures product quality for three years in a row (Years 2000, 2001 and 2002) - Hyundai Santro has topped the JD Power Asia Pacific APEAL study that measures customer satisfaction for three years in a row (Years 2000, 2001 and 2002) - Hyundai Accent has topped the JD Power Asia Pacific IQS for 2002 and the APEAL study for 2001 and 2002. - Hyundai Santro is BS Motorings Car of the Year for 1999 - Hyundai Motor India has been awarded the Manufacturer of the Year by CNBC- Autocar India for two years in a row (2001 and 2002) - Hyundai Motor India was adjudged the ‘Car Maker of the year’ at the ICICI Bank – Overdrive awards 2003.1.2.2 HYUNDAI PRODUCT PROFILESANTRO XING (B-Segment) Santro Xing with it’s new aerodynamic styling, power-assistedbrakes, the advanced suspensions, the uniquely responsive technology is asmuch a magnificent creation of our drive to delight you as much as a benchmarkin engineering excellence. Santro is being produced exclusively in India and theIndian Xing will now drive the World.GETZ (B+ Segment)Projectsformba.blogspot.com
  21. 21. 12 The trendsetter. Hyundai Getz is all set to storm the Indian market.The Euro-chic styling makes this car stand out. Its spacious interiors arethoughtfully designed. The 1.3-litre SOHC engine delivers lively performance andis also easy on fuel. Its computer engineered precisely tuned chassis, provides acomfortable ride and nimble handling with class-leading safety features.ELANTRA (D-Segment) The New Elantra comes perfectly handy for all occasions. Speed,agility and power come as standard equipment in Elantra. The design is aculmination of European styling and delightful functionality.TERRACAN (SUV Segment) Hyundais biggest, most powerful SUV yet. Wide, powerful stance,sophisticated four-wheel independent suspension and generous cabindimensions. Terracan ensures you have an edge every time, everywhere.SONATA (E-Segment) Sonata’s sophistication really shines from all angles together with itsimpressive rear view with its subtle curvature, fine details and unique rearcombination lamps.Projectsformba.blogspot.com
  22. 22. 13 The Sonata is built like a fortress. The car body incorporatesnumerous structural protection elements like, dual side impact beams, the energyabsorbing collapsible steering column, front and rear crumple zones, cross-barunder the dashboard, engine sub-frame and reinforced bumpers together withthe ABS (Anti-locking Braking System), TCS (Traction Control System) and theoptional SRS airbag which provides maximum protection.ACCENT VIVA CRDi (C-Segment) The exhilarating performance of the Accent Viva is taken a stepfurther with the new Accent Viva CRDi. Besides the original semi-notchback 5-door design, the Accent Viva CRDi boasts of the future-ready CRDi engine.Which is amazingly silent for a diesel engine and low on vibration as well. Itsalso surprisingly zippy and eco-friendly. Add to this a host of features such asPower Steering, Power Windows (Front & Rear), Tilt-type Steering Wheel.Projectsformba.blogspot.com
  23. 23. 14 CHAPTER 2 OBJECTIVES, SCOPE AND LIMITATIONS OF THE STUDY2.1 OBJECTIVES OF THE STUDY This study is undertaken with the following objectives.Ι To identify the various attributes of Santro cars and other cars that influences on an individual’s choice among alternatives.Ι To identify the attractiveness of the Santro advertisement.Ι To identify the reason for the brand preference over the competing brands and to find out the consumer perception on various attributes of the products.Ι To identify the maintenance handling system adopted by the users.Ι To find out the consumer satisfaction level on service provided by the dealers and also towards their product.Ι To identify the level of brand loyal customers.Ι To identify the kinds of recommendations made towards the product to others.Projectsformba.blogspot.com
  24. 24. 152.2 SCOPE OF THE STUDY It helps the organisation to understand the consumer psychology on choosing the product or service so that easily the product can be positioned. I • t assesses the preference of choosing the Santro Car by the respondents. The study helps us to know about the Customer perception towards Santro Cars and other competing brands. It also helps to assess the real opinion and mindset of consumers and aids to meet out their expectation in future in turn that will increases the volume of sales. It helps the company to understand the efficiency of dealer service provided to the consumers, so that it can create the root for further improvement. It identifies the usage and maintenance system adopted by the consumers so that it helps the company to educate the customers further towards the product usage and maintenance. So that it really creates an impact on consumer perception towards the product.2.3 LIMITATIONS OF THE STUDY The Survey was limited to Salem City only. The Study covers only five variants of competing brands that includes Hyundai Santro, Tata Indica, Maruti Alto, Maruti Wagon R, Maruti Zen. The respondents were less interested in answering the questionnaire, as they felt that it was an interruption to their regular work. The number of respondents was limited to 350 only. Some of the respondents are not open in giving their opinions. This is normal in any field study.Projectsformba.blogspot.com
  25. 25. 16 CHAPTER 3 RESEARCH METHODOLOGY3.1 RESEARCH DESIGN It is a conceptual structure within which research should beconducted. Thus the preparation of such a design facilitates research to beas efficient as possible and will yield max information.3.1.1 Research ObjectivesΙ To study the perception of consumers towards the Santro and other competing brands.Ι To identify the influencing factors on individuals choice among the alternatives.Ι To analyse the interest of respondents in towards Santro cars and other cars.Ι To know the reason for preferring the competitors brand (Other Brands).Ι To identify the real opinion of Santro cars towards the consumers.Projectsformba.blogspot.com
  26. 26. 173.1.2 Sources of Data The task of collecting data begins after a research problem has beendefined and plan is chalked out. This study pertains to collection of data fromprimary and secondary sources.3.1.3 Primary Data Data are collected for the first time for a specific purpose in mindusing the questionnaire method. Questionnaire through personal contact andtelephone calls.3.1.4 Secondary Data The data that already collected and published are referred through thecompany sales guide and following websites. www.hyundai.co.in www.broadwaycarsonline.com3.1.5 Type of ResearchProjectsformba.blogspot.com
  27. 27. 18 Here in order to meet the research objectives, descriptive researchdesign is used.3.1.5.1 Descriptive Research Design Descriptive research design includes surveys and fact findings,enquires of different kinds. The major purpose of Descriptive research isdescription of state of affairs, as it exists at present. In social business researchwe quiet often use the term Ex post facto research for descriptive studies. The main characteristic of this method is that the researcher has nocontrol over the variable; he can only report what has happened or what ishappening. Most Ex post facto research projects are used for descriptive studiesin which the researcher seeks to measure such items, for example, frequency ofshopping, and consumer preferences on products or services. Descriptive Research method will be applicable to the existingproblem. Here the study is conducted for a fact i.e, to know the “Customerperception on Santro cars in Salem City”. So the process was conducted throughquestionnaire.3.1.5.2 Information requiredProjectsformba.blogspot.com
  28. 28. 19 • Demographic profiles of the respondents • Information on factors influencing respondents while choosing a particular brand of car. Users maintenance handling system. • On which brand the respondents are interested in and the reason why they are stick on to the particular brand. Whether they will switch over to other brands.3.1.5.3 Instrument DesignQuestionnaire Design Designing and implementing the question is one of the mostinteresting and challenging tasks of conducting research and analysis. Thisquestionnaire has revealed the importance of the above.Questionnaire This method of data collection is quiet popular particularly in case ofbig enquiries. Private individuals are adopting it. Research workers, private and public organisations and even bygovernment. In this method, a questionnaire is sent to the persons concernedwith the request to answer the questions and return the questionnaire. AProjectsformba.blogspot.com
  29. 29. 20questionnaire consists of number of questions printed or typed in a definite orderon a form. The researcher has used questionnaire for the following purposes • For identify the demographic profiles of the respondents. • To study the interest and perception level towards the various attributes of Santro cars compared to other cars. • To know the maintenance handling system adopted by the users. To identify the consumers opinion towards the advertisement of Santro car and identifying the general satisfaction level on Santro and other cars.3.1.5.4 Research Plan Data source : Primary and Secondary data Research Approach : Survey method Research Instrument : Questionnaire Contact method : Direct – Personal interview / Telephone Calls Sample size : 3503.2 Sampling Design A sample plan is a definite plan for obtaining a sample from a givenpopulation. It refers to the technique or the procedure the researcher would adoptin selecting items for the sample.Projectsformba.blogspot.com
  30. 30. 21 After deciding the research approach and instrument the next stage isto design a sampling plan. The selected respondents from the total populationconstitute what is technically called a “sample” and the selection process iscalled “Sampling technique”. The sampling plan calls for the following decisionssuch as :- 1. Population 2. Sampling Frame 3. Sampling Unit 4. Sampling method 5. Sample Size3.2.1 Population The first step in the sampling process is the definition of thepopulation, which can be defined in terms of elements, sampling units, extendand time. For the present study undertaken the population was consumers whoowning/using B-Segment car that includes only Hyundai Santro, Tata Indica,Maruti Zen, Maruti Wagon – R, Maruti Alto.3.2.2 Sampling Frame A sample frame is a means of representing the elements of thepopulation. The sample frame made use of in this study is consumer databaselists.Projectsformba.blogspot.com
  31. 31. 223.2.3 Sampling Unit It goes a head with “who is to be surveyed”. Here the sampling unit iseach individual user of B-Segment cars, restricted to Hyundai Santro, TataIndica, Maruti Alto, Maruti Zen, Maruti Wagon R.3.2.4 Sampling Method Stratified Random Sampling method in Probability Sampling is used inthis study.3.2.5 Sample size The Sample size selected for the survey is 350. The sample sizedetermination was purely by intuition.3.3 STATISTICAL TOOLS To analyze the data the following tools were applied:  Percentage Analysis  Chi square TestProjectsformba.blogspot.com
  32. 32. 23 CHAPTER 4 DATA ANALYSIS AND INTERPRETATION4.1 ANALYSIS OF DATA TABLE 4.1.1 AGE LEVEL OF THE RESPONDENTS S. SANTRO Other Cars No. Age Level No. of % No. of % Respondents Respondents 1 Upto 30 yrs. 24 32.9 49 17.7 2 31 – 40 yrs. 24 32.9 82 29.6 3 Above 40 yrs. 25 34.2 146 52.7 Total 73 100.0 277 100.0 From the above table it is found that, 34.2% of the respondents usingSantro cars and 52.7% of the respondents using other cars belong to age groupof Above 40 years. FIG. 4.1.1 AGE LEVEL OF THE RESPONDENTS 60 52.7 50 PERCENTAGE 40 32.9 32.9 29.6 34.2 Santro 30 Other Cars 20 17.7 10 0 Upto 30 yrs. 31 – 40 yrs. Above 40 yrs.Projectsformba.blogspot.com
  33. 33. 24 TABLE 4.1.2 GENDER OF THE RESPONDENTS S. SANTRO Others No. Gender No. of % No. of % Respondents Respondents 1 Male 45 61.6 257 92.8 2 Female 28 38.4 20 7.2 Total 73 100.0 273 100.0 From the above table it is identified that, in Santro cars most of therespondents (61.6%) are Male and in other cars most of the respondents (92.8%)are Female. FIG. 4.1.2 GENDER OF THE RESPONDENTS 92.8 100 90 80 61.6 PERCENTAGE 70 60 Santro 50 38.4 Other Cars 40 30 20 7.2 10 0 Male FemaleProjectsformba.blogspot.com
  34. 34. 25 TABLE 4.1.3 MARITAL STATUS OF THE RESPONDENTS S. SANTRO Others No. Marital Status No. of % No. of % Respondents Respondents 1 Married 62 84.9 242 87.4 2 Unmarried 11 15.1 35 12.6 Total 73 100.0 277 100.0 From the above table it is identified that, in Santro cars most of therespondents (84.9%) are Married and in other cars most of the respondents(87.4%) are also Married. FIG. 4.1.3 MARITAL STATUS OF THE RESPONDENTS 84.9 87.4 90 80 70 PERCENTAGE 60 50 Santro 40 Other Cars 30 15.1 12.6 20 10 0 Married UnmarriedProjectsformba.blogspot.com
  35. 35. 26 TABLE 4.1.4 EDUCATIONAL QUALIFICATION OF THE RESPONDENTS S. Educational SANTRO Others No. Qualification No. of % No. of % Respondents Respondents 1 High School 23.3 58 17 20.9 2 Graduates 38.4 121 28 43.7 3 Post Graduates 38.4 98 28 35.4 Total 73 100.0 277 100.0 From the above table it is identified that, in Santro cars most of therespondents (38.4%) are graduates, (38.4%) are Post Graduates and in othercars most of the respondents (43.7%) are graduates. FIG. 4.1.4 EDUCATIONAL QUALIFICATION OF THE RESPONDENTS 43.7 45 38.4 38.4 40 35.4 35 PERCENTAGE 30 23.3 25 20.9 20 Santro 15 Other Cars 10 5 0 High School Graduates Post GraduatesProjectsformba.blogspot.com
  36. 36. 27 TABLE 4.1.5 MONTHLY INCOME LEVEL OF THE RESPONDENTS S. SANTRO Others No. Monthly Income level No. of % No. of % Respondents Respondents 1 Upto Rs.15,000 13 17.8 19.9 55 2 Rs. 15,001 – Rs.20,000 26 35.6 24.9 69 3 Rs. 20,001 – Rs.25,000 18 24.7 26.4 73 4 Above Rs. 25,000 16 21.9 28.8 80 Total 73 100.0 277 100.0 From the above table it is identified that, in Santro cars most of therespondents (35.6%) are under the income category of Rs. 15001- 20000 and inother cars most of the respondents (28.8%) earning are in the income rangeabove Rs. 25000. FIG. 4.1.5 MONTHLY INCOME LEVEL OF THE RESPONDENTS 40 35.6 35 30 28.8 26.4 PERCENTAGE 24.9 24.7 25 21.9 19.9 Santro 20 17.8 Other Cars 15 10 5 0 Upto Rs. 15,001 Rs. 20,001 Above Rs. Rs.15,000 – Rs.20,000 – Rs.25,000 25,000Projectsformba.blogspot.com
  37. 37. 28 TABLE 4.1.6 FAMILY SIZE OF THE RESPONDENTS S. SANTRO Others No. Family Size No. of % No. of % Respondents Respondents 1 Upto 3 members 16 21.9 70 25.3 2 4-5 members 34 46.6 166 59.9 3 Above 5 members 23 31.5 41 14.8 Total 73 100.0 277 100.0 From the above table it is identified that, in Santro cars most of therespondents (46.6%) are having their family size of 4-5 members and in othercars most of the respondents (59.9%) are also having their family size of 4-5members. FIG. 4.1.6 FAMILY SIZE OF THE RESPONDENTS 59.9 60 50 46.6 PERCENTAGE 40 31.5 30 25.3 21.9 Santro Other Cars 20 14.8 10 0 Upto 3 4-5 members Above 5 members membersProjectsformba.blogspot.com
  38. 38. 29 TABLE 4.1.7 YEAR OF USAGE OF SANTRO CAR AND OTHER CARS BY THE RESPONDENTS S. SANTRO Other Cars No. Using Years No. of % No. of % Respondents Respondents 1 Upto 3 years 28 38.4 103 37.2 2 4 - 5 years 20 27.4 63 22.7 3 Above 5 years 25 34.2 111 40.1 Total 73 100.0 277 100.0 From the above table it is identified that, in Santro cars most of therespondents (38.4%) are using the car upto 3 years and in other cars most of therespondents (40.1%) are using the car above 5 years. FIG. 4.1.7 YEAR OF USAGE OF SANTRO CAR AND OTHER CARS BY THE RESPONDENTS 45 38.4 37.2 40.1 40 34.2 35 27.4 PERCENTAGE 30 22.7 25 Santro 20 Other Cars 15 10 5 0 Upto 3 years 4-5 years Above 5 yearsProjectsformba.blogspot.com
  39. 39. 30 TABLE 4.1.8 DRIVING KILOMETRE PER DAY S. SANTRO Other Cars No. Kilometer No. of % No. of % Respondents Respondents 1 Less than 10 km. 5 6.8 13 4.7 2 10 – 25 km 13 17.8 57 20.6 3 25 – 50 km 31 42.5 111 40.1 4 50 – 80 km 10 13.7 52 18.8 5 Above 80 km 14 19.2 44 15.9 Total 73 100.0 277 100.0 From the above table it is identified that, in Santro cars most of therespondents (42.5%) are driving 25-50km per day and in other cars most of therespondents (40.1%) are also driving 25-50 km per day. FIG. 4.1.8 DRIVING KILOMETRE PER DAY 45 42.5 40.1 40 35 PERCENTAGE 30 25 20.6 17.8 18.8 19.2 Santro 20 15.9 Other Cars 15 13.7 10 6.8 4.7 5 0 Less than 10 – 25 25 – 50 50 – 80 Above 80 10 km. km km km kmProjectsformba.blogspot.com
  40. 40. 31 TABLE 4.1.9 INFLUENCING FACTORS WHILE PURCHASING THE SANTRO AND OTHER CARS S. SANTRO Other Cars No. Influencing Factor No. of % No. of % Responses Responses 1 Price 2 0.8 85 12.1 2 Brand name 43 17.3 76 10.8 3 Comfort 22 8.9 36 5.1 4 Safety 12 4.9 26 3.7 5 Design 36 14.5 68 9.7 6 Size 41 16.5 86 12.2 7 Mileage 13 5.2 35 5.0 8 Performance 48 19.4 102 14.5 9 Maintenance Cost 28 11.3 165 23.4 10 Others 3 1.2 25 3.6 Total 248 100.0 704 100.0 From the above table it is identified that, in Santro cars most of therespondents (19.4%) are influenced by performance and in other cars most ofthe respondents (23.4%) are influenced by low maintenance cost. CHART FIG. 4.1.9 INFLUENCING FACTORS WHILE PURCHASING SANTRO CARS AND OTHER CARS 25 23.4 19.4 20 17.3 PERCENTAGE 16.5 14.5 14.5 15 12.1 10.8 12.2 8.9 9.7 11.3 10 5.1 5.2 5 4.9 3.6 5 3.7 0.8 1.2 0 Safety Size Maintenance Mileage Price Comfort Others Brand name Design Performance Cost Santro Other CarsProjectsformba.blogspot.com
  41. 41. 32 TABLE 4.1.10 INFLUENCING PERSON TO PREFER SANTRO AND OTHER CARS S. SANTRO Other Cars No. Influencing Person No. of % No. of % Respondents Respondents 1 Dealers 9 12.3 38 13.7 2 Family Members 7 9.6 25 9.0 3 Friends & Relations 5 6.9 8 2.9 4 Self 52 71.2 206 74.4 Total 73 100.0 277 100.0 From the above table it is identified that, in Santro cars most of therespondents (71.2%) are preferred the car by self and in other cars most of therespondents (74.4%) are also preferred the car by self. FIG. 4.1.10 INFLUENCING PERSON TO PREFER SANTRO AND OTHER CARS 74.4 80 71.2 70 60 PERCENTAGE 50 40 Santro 30 Other Cars 20 12.3 13.7 9.6 9 6.9 10 2.9 0 Dealers Family Friends & Self Members RelativesProjectsformba.blogspot.com
  42. 42. 33 TABLE 4.1.11 SEEN THE DEALER’S ADVERTISEMENT OF THE SANTRO CAR S. SANTRO Other Cars No. Opinion No. of % No. of % Respondents Respondents 1 Yes 50 68.5 99 35.7 2 No 23 31.5 178 64.3 Total 73 100.0 277 100.0 From the above table it is identified that, in Santro cars most of therespondents (68.5%) have seen the dealer’s advertisement and in other carsmost of the respondents (64.3%) have not seen the dealer’s advertisement. FIG. 4.1.11 SEEN THE DEALER’S ADVERTISEMENT OF THE SANTRO CAR 68.5 64.3 70 60 PERCENTAGE 50 35.7 31.5 40 Santro 30 Other Cars 20 10 0 Yes NoProjectsformba.blogspot.com
  43. 43. 34 TABLE 4.1.12 OPINION ABOUT THE ADVERTISEMENT OF THE SANTRO CAR S. SANTRO Other Cars No. Opinion No. of % No. of % Respondents Respondents 1 Highly Attractive 5 10.0 16 16.2 2 Attractive 35 70.0 58 58.5 3 Moderately Attractive 9 18.0 25 25.3 4 Not Attractive 1 2.0 0 0 Total 50 100.0 99 100.0 From the above table it is identified that, in Santro cars most of therespondents (70.0%) have opined that the advertisement is attractive and inother cars most of the respondents (58.5%) have opined as attractive. FIG. 4.1.12 OPINION ABOUT THE ADVERTISEMENT OF THE SANTRO CAR 70 70 58.5 60 PERCENTAGE 50 40 25.3 Santro 30 18 Other Cars 20 16.2 10 10 2 0 0 Highly Attractive Moderately Not Attractive Attractive AttractiveProjectsformba.blogspot.com
  44. 44. 35 TABLE 4.1.13 LEVEL OF PERCEPTION ABOUT THE PERFORMANCE OF THE CAR S. SANTRO Other Cars Level of Perception No. of % No. of % No. Respondents Respondents 1 Low Level 0 0 91 32.9 2 Medium Level 29 39.7 111 40.1 3 High Level 44 60.3 75 27.1 Total 73 100.0 277 100.0 From the above table it is identified that, in Santro cars most of therespondents (60.3%) are high level perception and in other cars most of therespondents (40.1%) are having medium level perception. FIG. 4.1.13 LEVEL OF PERCEPTION ABOUT THE PERFORMANCE OF THE SANTRO CAR 70 60.3 60 50 PERCENTAGE 40.1 39.7 40 Santro 32.9 27.1 Other Cars 30 20 10 0 0 Low Level Medium Level High LevelProjectsformba.blogspot.com
  45. 45. 36 TABLE 4.1.14 MAINTENANCE HANDLING SYSTEMS. SANTRO Other CarsNo Maintenance Time No. of % No. of % Respondent Respondent . s s1 Through scheduled maintenance 71 97.3 272 98.22 As problem arise 2 2.7 3 1.13 Postpone as long as possible 0 0 2 0.74 Others 0 0 0 0 Total 73 100.0 277 100.0 From the above table it is identified that, in Santro cars most of the respondents (97.3%) are going for scheduled maintenance and in other cars most of the respondents (98.2%) are also going for scheduled maintenance. FIG. 4.1.14 MAINTENANCE HANDLING SYSTEM 97.3 98.2 100 90 80 PERCENTAGE 70 60 50 Santro 40 Other Cars 30 20 2.7 1.1 0 0.7 0 0 10 0 Through As problem Postpone as Others scheduled arise long as maintenance possible Projectsformba.blogspot.com
  46. 46. 37 TABLE 4.1.15 REMINDER OF THE MAINTENANCE TIMES. SANTRO Other CarsNo Reminder No. of % No. of % Respondent Respondent . s s1 Automobile Dealers Reminder 22 31.0 133 48.82 Mechanic Shop Reminder 1 1.4 7 2.63 Personal Records 46 64.8 131 48.24 Others 2 2.8 1 0.4 Total 71 100.0 272 100 From the above table it is identified that, in Santro cars most of the respondents (64.8%) are getting their reminders of the maintenance time through personal records and in other cars most of the respondents (48.8%) are getting reminders of the maintenance time through automobile dealers. FIG. 4.1.15 REMINDER OF THE MAINTENANCE TIME 70 64.8 60 48.2 48.8 PERCENTAGE 50 40 31 30 Santro Other Cars 20 10 1.4 2.6 2.8 0.4 0 Automobile Mechanic Personal Others Dealers Shop Records Reminder Reminder Projectsformba.blogspot.com
  47. 47. 38 TABLE 4.1.16 OPINION ABOUT THE SERVICE OFFERED BY DEALERS. SANTRO Other CarsNo Opinion No. of % No. of % Respondent Respondent . s s1 Excellent 4 5.5 16 5.82 Very Good 50 68.5 171 61.73 Average 18 24.7 88 31.84 Below Average 1 1.4 2 0.7 Total 73 100.0 277 100.0 From the above table it is identified that, in Santro cars most of the respondents (68.5%) have opined that service is very good and in other cars most of the respondents (61.7%) have opined that service is very good. FIG. 4.1.16 OPINION ABOUT THE SERVICE OFFERED BY DEALER 68.5 70 61.7 60 50 PERCENTAGE 40 31.8 24.7 Santro 30 Other Cars 20 10 5.5 5.8 1.4 0.7 0 Excellent Very Good Average Below Average Projectsformba.blogspot.com
  48. 48. 39Projectsformba.blogspot.com
  49. 49. 40 TABLE 4.1.17 RESPONDENTS SATISFACTION LEVEL ON SANTRO AND OTHER CARSS. SANTRO Other CarsNo Opinion No. of % No. of % Respondent Respondent . s s1 Very Satisfied 20 27.4 58 20.92 Satisfied 52 71.2 212 76.63 Dissatisfied 1 1.4 7 2.54 Highly Dissatisfied 0 0 0 0 Total 73 100 277 100.0 From the above table it is identified that, in Santro cars most of the respondents (71.2%) are satisfied and in other cars most of the respondents (76.6%) are also satisfied. FIG. 4.1.17 RESPONDENTS SATISFACTION LEVEL ON SANTRO AND OTHER CARS 90 76.6 80 71.2 70 PERCENTAGE 60 50 Santro 40 Other Cars 27.4 30 20.9 20 1.4 2.5 10 0 0 0 Very Satisfied Satisfied Dissatisfied Highly Dissatisfied Projectsformba.blogspot.com
  50. 50. 41 TABLE 4.1.18 LEVEL OF BRAND LOYAL CUSTOMERS IN SANTRO AND OTHER CARS S. SANTRO Other Cars Opinion No. of % No. of % No. Respondents Respondents 1 Yes 22 30.1 89 32.1 2 No 51 69.9 188 67.9 Total 73 100 277 100.0 From the above table it is identified that, in Santro cars most of therespondents (69.9%) are brand loyal customers and in other cars most of therespondents (67.9%) are also brand loyal. FIG.4.1.18 LEVEL OF BRAND LOYAL CUSTOMERS IN SANTRO AND OTHER CARS 69.9 67.9 70 60 PERCENTAGE 50 40 30.1 32.1 Santro 30 Other Cars 20 10 0 Yes NoProjectsformba.blogspot.com
  51. 51. 42 TABLE 4.1.19 RECOMMENDATIONS ON SANTRO AND OTHER CARS TO FRIENDS AND RELATIVES S. SANTRO Other Cars Recommended No. of % No. of % No. Respondents Respondents 1 Certainly 59 80.8 245 88.4 2 Uncertain 14 19.2 26 9.4 3 Will Not recommend 0 0 6 2.2 Total 73 100 277 100.0 From the above table it is identified that, in Santro cars most of therespondents (80.8%) are certainly recommended the product to friends andrelatives and in other cars most of the respondents (88.4%) are also certainlyrecommended the product to their friends and relatives. FIG.4.1.19 RECOM MENDATIONS ON SANTRO AND OTHER CARS TO FRIENDS AND RELATIVES 88.4 80.8 90 80 70 PERCENTAGE 60 50 40 Santro 30 19.2 Other Cars 20 9.4 0 2.2 10 0 Certainly Uncertain Will Not recommend4.2 CHI–SQUARE ANALYSISProjectsformba.blogspot.com
  52. 52. 43 SANTRO CARS TABLE NO. 4.2.1 AGE AND CUSTOMER PERCEPTION TOWARDS SANTRO CARS ( TWO-WAY TABLE ) Level of Perception S.No. Age Medium High Total 1 Upto 30 Yrs 8 16 24 2 31 to 40 yrs 6 18 24 3 Above 40 yrs 15 10 25 Total 29 44 73Null Hypothesis (H0) - There is no significant relationship between age and customer Perception towards Santro Car.Alternative Hypothesis (H1) - There is close significant relationship between age and customer Perception towards Santro Car.CHI-SQUARE (χ 2) CALCULATION :Calculated χ2 value = 6.875Degree of freedom = 2Table value = 5.991Level of Significance = 5%INFERENCE It is found from the above analysis that calculated chi-square valuegreater than the table value at 2 degree of freedom and null hypothesis rejected.So, we conclude that, there is close significant relationship between the age andCustomer Perception towards Santro Cars. TABLE NO. 4.2.2Projectsformba.blogspot.com
  53. 53. 44 GENDER AND CUSTOMER PERCEPTION TOWARDS SANTRO CARS (TWO-WAY TABLE) Level of Perception S.No. Gender Total Medium High 1 Male 23 22 45 2 Female 6 22 28 Total 29 44 73Null Hypothesis (H0) - There is no significant relationship between Gender and customer Perception towards Santro Car.Alternative Hypothesis (H1) - There is close significant relationship between Gender and customer Perception towards Santro Car.CHI-SQUARE (χ 2) CALCULATION :Calculated χ2 value = 5.076Degree of freedom = 1Table value = 3.841Level of Significance = 5%INFERENCE It is found from the above analysis that calculated chi-square valuegreater than the table value at 1 degree of freedom and null hypothesis rejected.So, we conclude that, there is close significant relationship between the Genderand Customer Perception towards Santro Car. TABLE NO. 4.2.3 EDUCATIONAL QUALIFICATION AND CUSTOMER PERCEPTION TOWARDS SANTRO CARS ( TWO-WAY TABLE )Projectsformba.blogspot.com
  54. 54. 45 Educational Level of Perception S.No. Total Qualification Medium High 1 High School 9 8 17 2 Graduate 14 14 28 3 Post Graduate 6 22 28 Total 29 44 73Null Hypothesis (H0) - There is no significant relationship between Educational Qualification and customer Perception towards Santro Car.Alternative Hypothesis (H1) - There is close significant relationship between Educational Qualification and customer Perception towards Santro Car.CHI-SQUARE (χ 2) CALCULATION :Calculated χ2 value = 6.389Degree of freedom = 2Table value = 5.991Level of Significance = 5%INFERENCE It is found from the above analysis that calculated chi-square valuegreater than the table value at 2 degree of freedom and null hypothesis rejected.So, we conclude that, there is close significant relationship between theEducational Qualification and Customer Perception towards Santro Car. TABLE NO. 4.2.4 MONTHLY INCOME AND CUSTOMER PERCEPTION TOWARDS SANTRO CARS (TWO-WAY TABLE) Level of Perception S.No. Monthly Income Total Medium HighProjectsformba.blogspot.com
  55. 55. 46 1 Upto Rs.15,000 7 6 13 2 Rs. 15,001 – Rs.20,000 6 20 26 3 Rs. 20,001 – Rs.25,000 6 12 18 4 Above Rs. 25,000 10 6 16 Total 29 44 73Null Hypothesis (H0) - There is no significant relationship between Income Level and customer Perception towards Santro Car.Alternative Hypothesis (H1) - There is close significant relationship between Income Level and customer Perception towards Santro Car.CHI-SQUARE (χ 2) CALCULATION :Calculated χ2 value = 7.865Degree of freedom = 3Table value = 7.815Level of Significance = 5%INFERENCE It is found from the above analysis that calculated chi-square valuegreater than the table value at 3 degree of freedom and null hypothesis rejected.So, we conclude that, there is close significant relationship between the IncomeLevel and Customer Perception towards Santro Cars. TABLE NO. 4.2.5 FAMILY SIZE AND CUSTOMER PERCEPTION TOWARDS SANTRO CARS ( TWO-WAY TABLE ) Level of Perception S.No. Family Size Total Medium High 1 Upto 3 members 6 10 16 2 4 – 5 members 9 25 34 3 Above 5 members 14 9 23 Total 29 44 73Projectsformba.blogspot.com
  56. 56. 47Null Hypothesis (H0) - There is no significant relationship between Family size and customer Perception towards Santro Cars.Alternative Hypothesis (H1) - There is close significant relationship between Family size and customer Perception towards Santro Cars.CHI-SQUARE (χ 2) CALCULATION :Calculated χ2 value = 6.822Degree of freedom = 2Table value = 5.991Level of Significance = 5%INFERENCE It is found from the above analysis that calculated chi-square valuegreater than the table value at 2 degree of freedom and null hypothesis rejected.So, we conclude that, there is close significant relationship between the familysize and Customer Perception towards Santro Cars. TABLE NO. 4.2.6 PERIOD OF USAGE AND CUSTOMER PERCEPTION TOWARDS SANTRO CARS ( TWO-WAY TABLE ) Level of Perception S.No. Using Period Total Medium High 1 Upto 3 years 6 22 28 2 4 – 5 years 9 11 20 3 Above 5 years 14 11 25 Total 29 44 73Projectsformba.blogspot.com
  57. 57. 48Null Hypothesis (H0) - There is no significant relationship between using period and customer Perception towards Santro Cars.Alternative Hypothesis (H1) - There is close significant relationship between using period and customer Perception towards Santro Cars.CHI-SQUARE (χ 2) CALCULATION :Calculated χ2 value = 6.913Degree of freedom = 2Table value = 5.991Level of Significance = 5%INFERENCE It is found from the above analysis that calculated chi-square valuegreater than the table value at 2 degree of freedom and null hypothesis rejected.So, we conclude that, there is close significant relationship between the usingperiod and Customer Perception towards Santro Cars.Projectsformba.blogspot.com

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