Post purchase behavior of consumers towards hyundai products

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Post purchase behavior of consumers towards hyundai products

  1. 1. POST PURCHASE BEHAVIOR OF CONSUMERS TOWARDS HYUNDAI PRODUCTS Noble School Of Business Page 1 INTRODUCTION: INTRODUCTION OF AUTOMOBILE INDUSTRY: One of the fastest growing industries in the world is automobile industry. This automobile industry even has its influence on the Indian market. Probably automobile industries occupy a large market share in the worlds market as well as in the Indian market. Nearly 18% of the total national income is being incurred from the automobile industry. From this we can estimate how important the automobile industry in the improvement of GDP of a country is. In India automobile industry has a growth rate is at the average of 10-12%. INDIAN AUTOMOBILE INDUSTRY SINCE 1947: It’s fascinating drive through history, which begins as a story of isolation and missed opportunities to one of huge potential and phenomenal growth. India’s fixation with socialism and planned economies had a crippling impact on the automotive industry in its formative years. The goal at that time for independent India was self-sufficiency. Issues like quality and efficiency were simply not considered. Dependence of foreign technology was banned and manufacturers were forced to localize their products; import substitution became the order of the day. Though we learnt to localize, the cars we made were all outdated designs with little or no improvements for decades. The automotive industry stagnated under the government’s stifling restrictions and the Indian car buyer was saddled with cars of appalling quality and even then there was a waiting list that at one point stretched to eight years! This attempt at self-reliance failed miserably because of the industry’s isolation from the best technology. The Japanese and later Korean auto industries were also highly protected in their formative years but they never shut the door on technology. Instead, they relentlessly tapped the best talent pools in the world to absorb the knowhow to produce good cars. One of the most important chapters in the Indian automotive industry’s history was written by Maruti. It marked the Indian government getting into the far business in the early 1980’s, a
  2. 2. POST PURCHASE BEHAVIOR OF CONSUMERS TOWARDS HYUNDAI PRODUCTS Noble School Of Business Page 2 radical shift in thinking after decades of treating cars with disdain. The Maruti 800 went on to become the staple car of India and put a nation on wheels. This little car set a benchmark for price, size and quality and structured India as small car market. It wasn’t till 1993 that things really started to change for the Indian car buyer. With the liberalization of the economy, a host of international carmakers rushed in. But most of them were in for a shock as Indian customers rejected their product. Indian customers refused to allow the glitter of prestigious brands blind them to the outdated and overpriced products they were offered. The Indian consumer wanted super value, and rewarded the brands that delivered it, handsomely. Hyundai and Maruti delivered, and profited. The period also saw the emergence of the Indian players like Tata Motors and Mahindra & Mahindra. They rose to the challenge of the MNC‟s and responded brilliantly with the Indica and the Scorpio. This was ironically due to the license raj that forced Indian carmakers to be innovative and develop products frugally. India’s frugal engineering skill has now caught the world’s imagination, and an increasing number of carmakers are preparing to setup major capacities here. India is changing and changing fast. It’s moving forward. India’s largest-selling car is not its cheapest car, the 800. It is the Alto. People’s aspirations are rising and so are their mistakes, have got their finger on the pulse of the market. Get the right product and the rewards are handsome. The Indian auto industry is today bubbling with promise and confidence. It’s been a long journey but to see where the Indian car industry is going. We have to see where it has been. AUTOMOBILE INDUSTRY IN PRE-INDEPENDENCE: The first motorcar on the streets of India was seen in 1898, Bombay had it first taxicabs by the turn of the century. In 1903, an American company began a public taxi service with a fleet of 50 cars. For about 50 years after car arrived in India, cars were directly imported. Before World War I, around 40,000 motor vehicles were imported. During the years between the wars, a small start for an automobile industry was made when assembly plant were established in Bombay, Calcutta and Madras.
  3. 3. POST PURCHASE BEHAVIOR OF CONSUMERS TOWARDS HYUNDAI PRODUCTS Noble School Of Business Page 3 The import/assembly of vehicles grew consistently after the 1920s, crossing 30,000 units by 1930. It was during the end of the war that the importance of establishing an indigenous automobile in India was realized. Premier Motors, Hindustan Motors and Mahindra & Mahindra set up factories in the 1940s for progressive manufacture rather than assembly from imported components. The cars they chose to make were the latest in the world when they were introduced in India in the formative years of the industry. POST- INDEPENDENCE: The government clamped down on imports and foreign investments. Companies like GM and Ford packed their bags and left. India’s clock, thereafter, stood still while the world raced on ahead. It would take nearly 50 years before the Indian auto industry could catch up with the rest of the world again. BROADBANDING ERA: In January 1985, the government announced it’s famous „broad banding‟ policy which gave new licenses to brad groups of automotive products such as two and four wheeled vehicles. Through a liberal move, the licensing system was very much intact. A manufacturer had to submit a phased-manufacturing programmed to the Ministry of Industry specifying the indigenization progress and allowing for almost complete indigenization within five to seven years. The biggest hurdle was the foreign exchange clearance required for these projects. Except for MUL, which had direct access to policy-makers, every other manufacturer still faced a series of obstacles. Several new products were launched during this period. All three traditional carmakers added new models to their ranges – Standard Motors returned to the car business after 10 years, when in 1985 it introduced the Standard 2000, a Rover SD1 body with the old two-liter Vanguard engine. HM bought in a 1972 Vauxhall Victor in 1985, transplanted its ageing Ambassador Engine into it and the Contessa was born.
  4. 4. POST PURCHASE BEHAVIOR OF CONSUMERS TOWARDS HYUNDAI PRODUCTS Noble School Of Business Page 4 The other cars which have their share in the Indian Auto Mobile industry are: The Indian auto industry has exploded in the last 14 years. And car makers are learning some very hard truths. While the economic reforms process was kicked of in1991, it was only in 1993 that the automobile industry was finally delicensed and the restrictions were removed. Between 1993 and 95, government regulations limited a foreign company’s stake to a maximum of 51 percent of the equity. Hence the only method of entry for an MNC then was through a joint venture with a local partner. The most preferred partner was an existing automaker. In 1994-95 saw the announcement of quite a few JV‟s.  Premier and Peugeot to form PAL-Peugeot.  GM and CK Birla to form GM India.  Mercedes Benz and Tata Motors.  M&M and Ford to form Mahindra-Ford India. In 1995, the government announced its decision to allow foreign auto companies to enter with a 100% stake or wholly-owned subsidiaries. This changed the dynamics of joint ventures in India. The other automobile industries which play a crucial role in the Indian automobile industries are:  Daewoo Motors India  General Motors India  Mercedes-Benz  Hyundai Motors  Honda SIEL  Toyota  Skoda India
  5. 5. POST PURCHASE BEHAVIOR OF CONSUMERS TOWARDS HYUNDAI PRODUCTS Noble School Of Business Page 5 BACKGROUND OF THE STUDY: 1.2.1 STATEMENT OF PROBLEM Today the company and its products can survive only if they can effectively satisfy the consumer expectations, as the consumer is the king of the Market. Trident Hyundai is a leading automobile outlet near Seshadripuram, Bengaluru. It has very wide reaching market for its products. Post purchase is an important factor to maintain relationship with the customers and to improve the sales. Customers mind will always change hence a survey is conducted on Post purchase behavior of consumers to know what the customers want and to know the quality of service maintained at Trident Hyundai. The research is titled as “A study on Post Purchase Behavior of consumers towards Hyundai products”. 1.2.2 SCOPE OF THE STUDY  The present study intends to provide an integrated picture of the level of customer satisfaction towards after sales and service, with special reference to Trident Hyundai.  The study is limited to customers of Trident Hyundai. 1.2.3 NEED FOR THE STUDY Today costumers are facing a growing range of choice in the different brands of products and services. They are making their choice on the basis of their perceptions of brand, quality service and value. Companies need to understand the rapid growth of global market place. Where, the companies should choose brand names with an eye to their global reach. This study is concerned about the post purchase of automobile and also deals with other facts. It includes a wide preview of understanding different aspects of customer views and satisfactions, to know the post purchase perception of the customers, to ascertain the satisfaction level and its influencers, to measure the impact of the above Analysis on future sales, suggest suitable recommendations for improving the level of customer satisfaction.
  6. 6. POST PURCHASE BEHAVIOR OF CONSUMERS TOWARDS HYUNDAI PRODUCTS Noble School Of Business Page 6 1.2.4 OBJECTIVE OF THE STUDY The following are the objectives of the study.  To know the after Post purchase Behavior of the customers.  To ascertain the satisfaction level and its influencers.  To measure the impact of the above Analysis on future sales.  To suggest suitable recommendations for improving the level of customer satisfaction. 1.2.5 RESEARCH METHODOLOGY Sources of data  1.2.5.1 PRIMARY DATA  1.2.5.2 SECONDARY DATA 1.2.5.1 PRIMARY DATA Primary data was collected through a questionnaire which was administered to the customers. 1.2.5.2 SECONDARY DATA It includes both external and internal data. Internal data were company manuals, annual reports, brochures etc. External data are current information regarding the company subject is obtained from online sources, magazines etc. 1.2.5.3 METHOD OF SAMPLING: The method used for sampling is a Non Random Sampling Method – Judgment Sampling, the sample was suggested and approved by the Sr. Executive, Marketing, Trident Automobiles (P) Ltd, Bengaluru. 1.2.5.4 TYPE OF RESEARCH: (qualitative) a. EXPLORATORY RESEARCH: This study aimed to gain familiarity with problem and to generate ideas to formulate the problem. A survey was conducted among 100 respondents to know the actual problem.
  7. 7. POST PURCHASE BEHAVIOR OF CONSUMERS TOWARDS HYUNDAI PRODUCTS Noble School Of Business Page 7 b. DESCRIPTIVE RESEARCH: Descriptive research gives more insight into particular problem. Descriptive research was used for this study to understand the Post purchase strategy adopted by the company .It also provides a clear insight into the perception of people towards After Sales and Service. 1.2.6 SAMPLE DESIGN Sampling may be defined as the selection of some part of an aggregate or totality, on the basis of which judgment about the aggregate or totality is made. In other words, it is the process of obtaining information about an entire population by only examining only a part of it. For the purpose of the study 100 samples i.e. Customers of Trident Hyundai are surveyed to collect the primary data. The convenient sampling is used to select the representative sampling from the population. 1.2.7 Definition of the population: Out of the sample collected the breakup of the sample size was on the following parameters.  The respondents were taken from all the kinds of class i.e. high, lower and middle classes. The respondents have been chosen on random basis.  These respondents were the software engineers, businessman, Doctors, government employees, house wives etc.  Some were students of engineering college, management colleges and PhD.  The sample size consists of 100 respondents. 1.2.8 SAMPLE SIZE Sample size consists of total of 100 Customers. 1.2.9 FIELD WORK: Once the questionnaire was ready the field work was started. The questionnaire was administered in person by the researcher to the respondent. Effort was made so as to ensure that there was no bias in the answering of the question by the people interviewed.
  8. 8. POST PURCHASE BEHAVIOR OF CONSUMERS TOWARDS HYUNDAI PRODUCTS Noble School Of Business Page 8 1.2.10 LIMITATION OF STUDY All the studies to be made have their own parameters and it are difficult to make a study on assumption despite all possible efforts to make this analysis comprehensive, scientific and accurate. Thus there is bound to be some limitations. SOME OF THE LIMITATIONS OF THE STUDY ARE:  The users of Hyundai Cars are geographically wide spread and hence contacting them is time consuming.  The sample size of customer is limited to 100 because of time and cost factor.  The study was time bound.  Few of the respondents were not open with their responses.  The accuracy of the report depends upon how honestly or sincerely the respondents have answered.
  9. 9. POST PURCHASE BEHAVIOR OF CONSUMERS TOWARDS HYUNDAI PRODUCTS Noble School Of Business Page 9 1.2.11 OVERVIEW OF THE REPORT This is essentially the chapter scheme and is divided into six units as under: INTRODUCTION The design if the study tells us about the automobile industry and evolution. Research methodology adopted for the study, statement of the problem, review of the literature, scope of the study, objective of the study, operational definitions of the concept, sampling method, data collection tool, limitations of the study and overview if the report. Chapter -1 LITERATURE REVIEW This chapter starts with the brief idea regarding the project and it also explains the theoretical background of the study i.e. sources of pleasure and displeasure in service etc and the projects referred books and the Articles referred. Chapter-2 COMPANY PROFILE This chapter has the profile of the company. Chapter -3 PRODUCT PROFILE This chapter contains product profile. Chapter -4 DATA ANALYSES AND INTERPRETATION This chapter contains classification and tabulation of data, analysis and interpretation. Chapter -5 SUMMARY OF FINDING’S This chapter contains the findings of the project Chapter-6 CONCLUSION & SUGGESTION This is the last chapter. It has executive summary of dissertation, conclusions and suggestions.
  10. 10. POST PURCHASE BEHAVIOR OF CONSUMERS TOWARDS HYUNDAI PRODUCTS Noble School Of Business Page 10 LITERATURE REVIEW  THEORITICAL LITERATURE  MARKET The term market is derived from the Latin word ‘Marcatus’ which means trade, merchandise or plan of business. It means interaction of the buyers and sellers in person or through telephone, telegraph, mail etc. It is an arrangement that allows buyers and sellers to exchange things. Markets vary in size, range, geographic scale, location, types and variety of human communities, as well as the types of goods and services traded.  MARKETING Marketing is a comprehensive term. It is not a mere exchange of goods and services. It includes all those activities connected with the process of identifying the needs of the customer and then organizing the business accordingly to meet the needs of the consumer.  DEFINITION OF MARKETING “Marketing is a social and managerial process by which individuals and group obtain what they need and want through creating, offering and exchanging products of value with others”. Philip Kotler “Marketing is the total system of interacting business activities designed to plan, price, promote, and distribute wants satisfying products and service, to present and potential customers”. Professor William Stanton.
  11. 11. POST PURCHASE BEHAVIOR OF CONSUMERS TOWARDS HYUNDAI PRODUCTS Noble School Of Business Page 11  CONSUMER BEHAVIOUR The study of consumer behavior helps organizations deliver the right products at the right prices in order to achieve customer satisfaction. One official definition of consumer behavior is “The study of individuals groups, or organizations and the processes they use to select, secure, use, dispose of products, services experiences or idea to satisfy needs and the impacts that these processes have on the consumer and society.” This definition brings up some useful points.  Behavior occurs either for the individual, or in the context of a group (e.g., friend’s influence what kinds of clothes person wears) or an organization (people on the job make decisions as to which products the firm should use).  Consumer behavior involves the use and disposal of products as well as the study of how they are purchased. Product use is often of great interest to the marketer, because this may influence how a product is best positioned or how we can encourage increased consumption. Since many environmental problems result from product disposal (e.g., motor oil being sent to sewage systems to save the recycling fee, or garbage piling up at landfill) this is also an area of interest.  Customer behavior involves services and ideas as well as tangible products.  The impact of consumer behavior on society is also of relevance. For example, aggressive marketing of high fat foods or aggressive marketing of easy credit may be serious repercussions for the national health and economy. There are several units in the market that can be analyzed. The main trust in this course is the consumer. However we will also need to analyze our own firm’s strengths and weaknesses and those of competing firms. Finally, we need to assess the marketing environment although we may have developed a product that offers great appeal for consumers a recession may cut demand dramatically.
  12. 12. POST PURCHASE BEHAVIOR OF CONSUMERS TOWARDS HYUNDAI PRODUCTS Noble School Of Business Page 12  FACTORS WHICH INFLUENCE CONSUMER BEHAVIOR 1. CULTURE Culture is part of the external influence that impacts the consumer. Culture represents influence that is imposed on the consumer by other individuals. Culture refers to “that complex whole which includes knowledge, belief, art morals, customs and any other capabilities and habits acquired by man or person as a member of society”. Culture has several important characteristics  Culture is comprehensive.  Culture is learned rather than being something we are born with.  Culture is manifested within boundaries of acceptable behavior. Language is an important element of culture. It should be realized that regional differences may be subtle. Sub culture refers to a culture within a culture, Sub culture is often categorized on the basis of demographics. 1 DEMOGRAPHICS Demographics are clearly tied to sub culture and segmentation. Here, however we shift our focus from analyzing specific sub culture to trying to understand the implication from entire populations. 2 SOCIAL STRATIFICATION Social class is a somewhat nebulous subject that involves stratifying people into groups with various amounts of prestige, power, and privilege. In certain other cultures however, stratification is more clear-cut. Although the caste system in India is now illegal, it still maintains a tremendous influence on that society. 3 FAMILY LIFE CYCLE Individuals and families tend to go through a “Life Cycle”. The life cycle goes from child/teenageryoung singleyoung couplefull nestempty nest widow (err). For purpose of this discussion, a “couple” may either be married or merely involve living together.
  13. 13. POST PURCHASE BEHAVIOR OF CONSUMERS TOWARDS HYUNDAI PRODUCTS Noble School Of Business Page 13 As a person gets older, he or she tends to advance in his or her career and tends to get greater income. 4 FAMILY DECISION MAKING Individual members of families often serve different roles in decision that ultimately draw on share family resources. Some individuals are information on gatherers/holders who seek out information about products of relevance. The decision maker(s) have the power to determine issues such as:  whether to buy  Which product to buy  Which brand to buy  Where to buy it, and  When to buy It should be noted that family decisions are often subject to a great deal of conflict. Some family members may resort to various strategies to get their way. 5 GROUP INFLUENCES A useful framework of analysis of group influence on the individual is the so called reference group. The term comes about because an individual uses a relevant group as a standard of reference against which one self is compare. Reference groups come in several different forms. The inspirational reference group refers to those others against whom one would like to compare one self. For example: co-workers, neighbors or members of churches, clubs and organizations. 6 DIFFUSION OF INNOVATION The diffusion of Innovation refers to the tendency of new products, practices or ideas to spread among people. Cumulative adoptions are reflected by S-shaped curve. The saturation point is to the maximum proportion of consumer likely to adopt a product. Lower priced products often spread more quickly and the extent to which the product is trial enabled influence the speed of diffusion.
  14. 14. POST PURCHASE BEHAVIOR OF CONSUMERS TOWARDS HYUNDAI PRODUCTS Noble School Of Business Page 14 7 SELF-CONCEPT The consumer faces several possible selves. The actual self reflects how the individual actually is, although the consumer may not be aware of that in reality. In contrast ideal-self reflects a self that a person would like to have but does not in fact have. Individuals will often seek to augment and enhance their self concepts and it may be possible to market products that help them in the achievement of this goal. 8 LIFESTYLE Self concept often translates into a person’s life style, on the way that he or she lives his or her life. Attempts have been made to classify consumer into various segments based on their life style. 10. SITUATION INFLUENCES Specific circumstances often influence consumer behavior consumer whose attention is demanded elsewhere are likely to disregard commercial messages. 11. CONSUMER DECISION MAKING Consumer decision making comes about as an attempt to solve consumer problems. A problem refers to “a discrepancy between a desired state and an ideal state which is sufficient to arouse and activate a decision process. 12. CONSUMER PROBLEMS RECOGNITION Consumer often note problems by comparing their current or actual situation explicitly, or implicitly, to some desired situation creating problems for consumer is a way to increase sales. There are two main approaches to search. Internal searches are based on what consumers already know. Thus it may be important for certain firms to advertise to consumers before they actually need the product. External searches get the people to either speak to others or use other sources.
  15. 15. POST PURCHASE BEHAVIOR OF CONSUMERS TOWARDS HYUNDAI PRODUCTS Noble School Of Business Page 15  WHO IS THE CUSTOMER? The word is derived from "custom," meaning "habit"; a customer was someone who frequented a particular shop, who made it a habit to purchase goods of the sort the shop sold their rather than elsewhere, and with whom the shopkeeper had to maintain a relationship to keep his or her "custom," meaning expected purchases in the future. Every person who enters the business is a potential customer. Even though they may not purchase something today, they may purchase something tomorrow they are individuals in their own right.  A customer is the most important person in our business.  A customer is a person who comes to us with needs and wants and it is our job to handle them in a manner that is profitable to him/her and ourselves.  A customer is not a cold statistic; he/she is a human being with feelings and deserves to be treated with respect.  A customer is not an interruption to our work - he is the purpose of it. We are not doing him a favor by serving him; he is doing us a favor by giving us the opportunity to do so.  A customer deserves the most courteous attention we can give. Customers are not dependent on us, we are dependent on them! A Customer is anyone who receives the work you do!  CUSTOMER SATISFACTION "Satisfaction" itself can refer to a number of different facts of the relationship with a customer. For example, it can refer to any or all of the following:  Satisfaction with the quality of a particular product or service  Satisfaction with an ongoing business relationship  Satisfaction with the price-performance ratio of a product or service  Satisfaction because a product/service met or exceeded the customer's expectations
  16. 16. POST PURCHASE BEHAVIOR OF CONSUMERS TOWARDS HYUNDAI PRODUCTS Noble School Of Business Page 16 Customer satisfaction, in a business term is a measure of how products and services supplied by a company meet or surpass customer expectation. It is seen as a key performance indicator within business. Customer satisfaction is tied directly to profitability. If customers are happy, they tend to be loyal. And if they’re loyal they not only buy more, they refer other customers. Customer satisfaction with a purchase depends on how well the product performance corresponds with the customer’s expectations. Customer satisfaction is a key factor of future buying behavior. A company must be careful to set the right level of expectations. If they set expectations too low, they may fail to attract enough buyers. If they raise expectations too high, buyers will be disappointed. Customer satisfaction is one of the key blocks for building customer relationships. Winning customers' hearts and minds is increasingly important to customer acquisition and customer retention. As competitive advantage and differentiation is achieved through product innovation and service performance it is vital to monitor and manage customer satisfaction levels. Customer satisfaction is not just about service levels or product attributes. It can be seen as a function of two main components:  perceptions of product and service levels received  expectation of product and service levels  IMPORTANCE OF CUSTOMER SATISFACTION: To maximize profits and productivity, a business must recognize five facts: 1. Many senior managers only know about the tip of the iceberg, a small fraction of all the problems that customers encounter. 2. Services offered to customers can be a major marketing tool--converting problem situations into incremental revenue.
  17. 17. POST PURCHASE BEHAVIOR OF CONSUMERS TOWARDS HYUNDAI PRODUCTS Noble School Of Business Page 17 3. Customer problems can cost any business not only an immediate lost sale, but also future purchases by that customer and by other customers as a result of negative word-of-mouth behavior. 4. A business can and must quantify the expected payback from service and/or quality improvements that is brought through customer satisfaction. 5. The market transaction (sale) often is not the key point of customer pain and lost revenue. Often, both the product offering (product itself, how it is offered, and fulfillment) And customer expectations are major contributors to problems, even though the problem surfaces in the customer service area.  CUSTOMER SATISFACTION RESEARCH DELIVERS KEY BENEFITS:  Understanding the underlying drivers of satisfaction  Identification of trigger points where satisfaction management is most needed  Prioritization of action areas (minimum input for maximum return)  Identification of customer-supplier interactions, internal processes and departments most likely to cause satisfaction/dissatisfaction.  Impact on loyalty and propensity to recommend; a vital bottom line measurement  Continuous improvement of all acquisition, production, and delivery processes.  Company/customer participation  MEASURING CUSTOMER SATISFACTION There are several ways to gather input from customers. The simplest way is to find out how customers feel and what they want is to ask them. If we have only 20 customers, we can talk to each one personally. The advantage of this approach is that we'll get a personal "feel" for each customer. The disadvantage is that we will gather different information from each customer depending on how the conversation goes. Customer surveys with standardized survey questions insure that we will collect the same information from everyone. Few of the customers will be interested in "filling out a questionnaire". It's work for them without much reward. By launching
  18. 18. POST PURCHASE BEHAVIOR OF CONSUMERS TOWARDS HYUNDAI PRODUCTS Noble School Of Business Page 18 a customer survey as an attempt to find out "how we can serve you better" -- your customers will feel less put upon. Here are a few of the possible dimensions we could measure:  Quality of service  Speed of service  Pricing  Complaints or problems  Trust in the employees of the business  The closeness of the relationship with contacts in the firm  Types of other services needed  The positioning of the business in clients' minds  CUSTOMER SATISFACTION ALSO HELPS YOU TO GET TO GRIPS WITH  Customer Expectations  Attitude and Behavior  Personal Appearance  Maintaining Standards  Handling Complaints  Getting it Right First Time
  19. 19. POST PURCHASE BEHAVIOR OF CONSUMERS TOWARDS HYUNDAI PRODUCTS Noble School Of Business Page 19 McKinsey 7S MODEL The 7-S model is a tool for managerial analysis and action that provides a structure with which to consider a company as a whole, so that the organization's problems may be diagnosed and a strategy may be developed and implemented. The 7-S diagram illustrates the Hyundai simplicity interconnectedness of elements that define an organization's ability to change. The theory helped to change manager's thinking about how companies could be improved. It says that it is not just a matter of devising a new strategy and following it through. Nor is it a matter of setting up new systems and letting them generate improvements. To be effective, organization must have a high degree of fit or internal alignment among all the seven Ss. Each S must be consistent with and reinforce the other Ss. All Ss are interrelated, so a change in one has a ripple effect on all the others. It is impossible to make progress on one without making progress on all. Thus, to improve your organization, you have to master systems thinking and pay attention to all of the seven elements at the same time. There is no starting point or implied hierarchy – different factors may drive the business in any organization.
  20. 20. POST PURCHASE BEHAVIOR OF CONSUMERS TOWARDS HYUNDAI PRODUCTS Noble School Of Business Page 20  Strategy: the plan devised to maintain and build competitive advantage over the competition.  Structure: the way the organization is structured and who reports to whom.  Systems: the daily activities and procedures that staff members engage in to get the job done.  Shared Values: called "super ordinate goals" when the model was first developed, these are the core values of the company that are evidenced in the corporate culture and the general work ethic.  Style: the style of leadership adopted.  Staff: the employees and their general capabilities.  Skills: the actual skills and competencies of the employees working for the company. Description to 7S Mckinsey model frame work in accordance with Hyundai. STRATEGY Trident Hyundai’s marketing strategy is differentiated marketing.  Its primary consumer target is middle to upper income professionals who need true value for their money and comfortable ride in city conditions. Its primary business target is midsized to large sized corporate that want to help their managers and employees by providing them a car for ease of transport.  Its secondary business target is entrepreneurs and small business owners who want to provide discounts to managers buying a new car
  21. 21. POST PURCHASE BEHAVIOR OF CONSUMERS TOWARDS HYUNDAI PRODUCTS Noble School Of Business Page 21 STRUCTURE Overall Structure of the Shree Hyundai: SKILL Trident Hyundai product is Passenger Cars, so they should be handled carefully. So it required skilled manpower for handling, and skill in the sense testing of cars. Training will be conducted in Hyundai Company for newly recruited employees for 10 weeks and later the training will be given for employees for junior technical officer, about machines. Training will be given to employees to know about the total features of cars in Trident Hyundai. Employee 1 Employee 2 Employee 3 Managing Director Branch Manager and Manager ‘sales & marketing’ Corporate &Exchange, Hyundai Advantage Pre-Owned Cars Finance Dept. GDMS and Back Office Accessories & Spares Service Dept. S.E. 1 S.E. 2 S.E. 3 S.E. 4 S.E. 5 S.E. 6 Sales Executives Chief Executive Officer S.E. 7 Team Leader, Sales Employee 1 Employee 2 Employee 3 Service Employees 01 to 30
  22. 22. POST PURCHASE BEHAVIOR OF CONSUMERS TOWARDS HYUNDAI PRODUCTS Noble School Of Business Page 22 STYLE Top down Approach The management acts with autonomy and independence in exercising strategic supervision, discharging its fiduciary responsibilities, and in ensuring that the company observes the highest standards of ethics, transparency and disclosure. Participating Approach At Trident Hyundai the management is participating in nature. Anyone in the company can put in their view points before the management for any improvement in the prospects of the company, manpower, working environment, etc…. SYSTEM The marketing department is divided into 16 Teams. For all the different marketing teams, one Team Leader is assigned. The team leaders take care of their team’s activities and report to the marketing manager that is further reported to the CEO. The marketing is totally target based and based on targets given by HMIL, the task is distributed to different teams. The customers are handled by the same personnel from the beginning to the end. Spot incentive Schemes etc is placed in the system to motivate the employees. The conversion and Target fulfillment is traced out via the software.
  23. 23. POST PURCHASE BEHAVIOR OF CONSUMERS TOWARDS HYUNDAI PRODUCTS Noble School Of Business Page 23 STAFF CATEGORY NO. OF STAFF TYPE OF WORK Sales Consultants 90 Generate sales from market Back Office 30 Maintain the data of customers Finance Dept. 5 Maintain the financial data Spares And Accessories 7 Maintain the data and Stock of parts and spares Corporate and Exchange 05 Deal in all the pre-owned cars of Hyundai Service Dept. 40 Servicing of cars and data maintenance of Serviced cars in service station of Shree Hyundai. EDP 06 Maintain Showroom data and customers complaints, etc DUTIES AND RESPONSIBILITIES OF STAFF  To report him/ her to duty at the place to which he/she posted.  To undergo the prescribed probation under specify period and undergo such training and for a period has may be arranged for him/her and acquit him/her self creditably in the training imported to him/her.
  24. 24. POST PURCHASE BEHAVIOR OF CONSUMERS TOWARDS HYUNDAI PRODUCTS Noble School Of Business Page 24  To obey and abide the rules, regulations, service conditions and standing orders which they may adopt, prescribe, frame are issue from time to time to govern its employees. SHARED VALUES Review of Customer care Activities. The review of customer care activities is done through morning meetings and weekly meetings on customer care. The documents that are necessary during the weekly review are: PSR related, Internal SSI forms related, HMIL related and other information related. Customers for Life A week after the delivery, the concerned sales person must fix an appointment with the customer and visit him along with the service advisor. He should personally hand over the photographs clicked also the vehicle’s registration certificate and try to become the customer’s car advisor for life and never lose touch with the customer. Show Room Ambience The hours of operation, outside and insides of the showroom along with reception, car display area, selling area, customer lounge and delivery area should be taken care of. Customer Meets Organizing customer meets helps in improving SSI, helps in introducing the workshop staff to the customers and in getting referrals and there are guidelines for the same
  25. 25. POST PURCHASE BEHAVIOR OF CONSUMERS TOWARDS HYUNDAI PRODUCTS Noble School Of Business Page 25 What is post purchase behavior? Post-purchase behavior involves all the consumers' activities and the experiences that follow the purchase. Usually, after making a purchase, consumers experience post- purchase dissonance. In other words, they regret their purchase decision. The reasons for high post-purchase dissonance can be attractiveness and performance of forgone alternatives, difficult purchase decision, large number of alternatives, etc A high level of post-purchase dissonance is negatively related to the level of satisfaction the consumer draws out of product usage. While experiencing post- purchase dissonance, consumers become acutely aware of the marketers' communication. To reduce post-purchase dissonance, consumers may sometimes even return or exchange the product. Marketers, therefore, can use these opportunities to reduce consumers' risk perception by way of good return/exchange policies and reduce their post-purchase dissonance by messages targeted at this segment of their consumers. Consumers’ store selection behavior depends on - store image despite post-purchase dissonance, many consumers proceed with consumption of the product. How consumers use the products is an important knowledge source for marketers, as they
  26. 26. POST PURCHASE BEHAVIOR OF CONSUMERS TOWARDS HYUNDAI PRODUCTS Noble School Of Business Page 26 can offer better products and reach more consumers based on these consumer usage patterns. In some cases, however, consumers initially use the product but after a period of time fail to do so. Marketers, therefore, should not consider a product purchased as a product consumed. A non-used product is also more likely to affect the repurchase pattern of the consumers negatively. Consumers need to dispose of the products or packaging before, during, or after the use. The issue of disposal is gaining considerable importance for marketers as it directly affects the repurchase pattern of the consumers. As more and more products are consumed and disposed off, it is likely that repurchase will also be more. Many a time, consumers cannot repurchase without disposing off the product first, due to space and financial constraints. Thus, many marketers, especially retailers, are helping consumers to dispose off their old products. This not only gives consumers a reason to repurchase but also increases marketers' sales. The disposal options the consumers have are - keep the product, temporarily dispose off, or permanently dispose off. Product use/consumption is followed by its evaluation, which may then lead to satisfaction (perceived performance > minimum desired expectations); non-satisfaction (perceived performance = minimum desired expectations); or dissatisfaction (perceived performance < minimum desired expectations). Consumer dissatisfaction may result in complaint behavior. Consumers may choose to take action against the marketer/service provider by way of warning friends, returning the product, boycotting and brand switching, complaining to the marketer, complaining to the relevant government/non-government bodies, and/or taking legal action against marketers/service provider. Marketers should try to use consumer complaints as a way of assessing their performance as perceived by their consumers and should use this opportunity to delight them by showing their commitment to consumer service. Many marketers are actively seeking consumer feedback to improve their products and service quality with a view to retaining their existing consumers and
  27. 27. POST PURCHASE BEHAVIOR OF CONSUMERS TOWARDS HYUNDAI PRODUCTS Noble School Of Business Page 27 attracting new ones. They have identified consumer retention as a major concern, as research has shown that even satisfied consumers can't be termed as loyalists and often switch to competing brands to get a better deal. Marketers thus, have identified the quality of product and service as the parameter to evaluate consumers' intention to repurchase instead of their level of satisfaction. Only totally satisfied and committed consumers are recognized as brand loyalists. Brand loyal consumers not only spread positive word-of-mouth for the brand but are also less likely to switch to other brands. Marketers are increasingly indulging in loyalty marketing to increase consumer retention, with various schemes and discount offers for their high value regular consumers. However, many observers believe that these kinds of tactics, if not implemented properly, can fail to deliver what they initially promised, resulting in frustrated consumers. Others also believe that marketers should classify their consumers on the basis of their satisfaction thresholds and then treat each group differently. What is After Sales Service? After sales service refers to various processes which make sure customers are satisfied with the products and services of the organization. The needs and demands of the customers must be fulfilled for them to spread a positive word of mouth. In the current scenario, positive word of mouth plays an important role in promoting brands and products. After sales service makes sure products and services meet or surpass the expectations of the customers. After sales service includes various activities to find out whether the customer is happy with the products or not, after sales service is a crucial aspect of sales management and must not be ignored.
  28. 28. POST PURCHASE BEHAVIOR OF CONSUMERS TOWARDS HYUNDAI PRODUCTS Noble School Of Business Page 28 Why after Sales Service? After sales service plays an important role in customer satisfaction and customer retention. It generates loyal customers. Customers start believing in the brand and get associated with the organization for a longer duration. They speak well about the organization and its products. A satisfied and happy customer brings more individuals and eventually more revenues for the organization. After sales service plays a pivotal role in strengthening the bond between the organization and customers. After Sales Service Techniques:  Sales Professionals need to stay in touch with the customers even after the deal. Never ignore their calls.  Call them once in a while to exchange pleasantries.  Give them the necessary support. Help them install, maintain or operate a particular product. Sales professionals selling laptops must ensure windows are configured in the system and customers are able to use net without any difficulty. Similarly organizations selling mobile sim cards must ensure the number is activated immediately once the customer submits his necessary documents.  Any product found broken or in a damaged condition must be exchanged immediately by the sales professional. Don’t harass the customers. Listen to their grievances and make them feel comfortable.  Create a section in your organization’s website where the customers can register their complaints. Every organization should have a toll free number where the customers can call and discuss their queries. The customer service officers should take a prompt action on the customer’s queries. The problems must be resolved immediately.
  29. 29. POST PURCHASE BEHAVIOR OF CONSUMERS TOWARDS HYUNDAI PRODUCTS Noble School Of Business Page 29  Take feedback of the products and services from the customers. Feedback helps the organization to know the customers better and incorporate the necessary changes for better customer satisfaction.  Ask the customers to sign Annual Maintenance Contract (AMC) with your organization. AMC is an agreement signed between the organization and the customer where the organization promises to provide after sales services to the second party for certain duration at nominal costs.  The exchange policies must be transparent and in favor of the customer. The customer who comes for an exchange should be given the same treatment as was given to him when he came for the first time. Speak to him properly and suggest him the best alternative.  FOR THE PURPOSE OF THE STUDY FOLWING RESEARCH, BOOKS & ARTICLES WERE REFERED. 1) Customer satisfaction after sales and service is a well research area. Various researchers have done research on this topic, some of them are:  EFFECT OF AFTER SALE SERVICES ON CUSTOMER SATISFACTION AND LOYALTY IN AUTOMOTIVE INDUSTRY OF ETHIOPIA KINDYE ESSA MUSTOFA  AMG AUTOMOTIVE  Automotive After Sales 2015  After sales service Necessity & Effectiveness  Farina Faros  MEASURING CUSTOMER SATISFACTION AND LOYALTY IN THE AUTOMOTIVE INDUSTRY.  Customer Satisfaction and Loyalty in After Sales Service  Heike Kiosk
  30. 30. POST PURCHASE BEHAVIOR OF CONSUMERS TOWARDS HYUNDAI PRODUCTS Noble School Of Business Page 30 2) For the purpose of the study following books were referred to:  Philip Kotler “MARKETING MANAGEMENT” , Prentice Hall, India  Suja .R. Nair “CONSUMER BEHAVIOUR”, HPH Edition  Namakundadi Ramaswamy “MARKETING MANAGEMENT”.  Kumar arun and meenaakshi “MARKETING MANAGEMENT”  Zikmund and anico “MARKETING MANAGEMENT”,  Peter Paul. J AND James M. donnell “MARKETING MANAGEMENT”,  Reddy Appannaiah And Ramanath “MARKETING MANAGEMENT”, Himalaya publication  Sherlekar S.A “MARKETING MANAGEMENT “, Himalaya publication.  Stanton.j. Williaam and Michael .J. Etzel “FUNDAMENTALS OF MARKETING”, MC GRAB-HILL PUBLICATION
  31. 31. POST PURCHASE BEHAVIOR OF CONSUMERS TOWARDS HYUNDAI PRODUCTS Noble School Of Business Page 31 3) For the purpose of the study following articles were referred to:  CUSTOMER SATISFACTION IN AUTOMOBILE INDUSTRY – AN INDIAN ONLINE BUYERS’ PERSPECTIVE OF CAR NATARAJ .S  Customer Satisfaction Reaches All-Time High in Auto Industry  Dated: 22 Aug 2012  Balancing Customer Service and Satisfaction by Mark Kodak, Josh Cher off, Jeff Denned, and Prate Mukharji The relationship between service quality and customer satisfaction – a factor specific approach  G.S. Sureshchandar
  32. 32. POST PURCHASE BEHAVIOR OF CONSUMERS TOWARDS HYUNDAI PRODUCTS Noble School Of Business Page 32 COMPANY PROFILE About HMIL (HYUNDAI MOTORS INDIA LIMITED): Hyundai Motor India Limited (HMIL) is a wholly owned subsidiary of Hyundai Motor Company, South Korea and is the second largest and the fastest growing car manufacturer in India. HMIL presently markets 16 variants of passenger cars in six segments.  The Santro in the B segment,  Getz in the B+ segment,  Accent and Verna in the C segment,  Elantra in the D segment,  Sonata Embera in the E segment and  Tucson in the SUV segment. Hyundai Motor India, continuing its tradition of being the fastest growing passenger car manufacturer, registered total sales of 299,513 vehicles in calendar year (CY) 2006, an increase of 18.5 percent over CY 2005. In the domestic market it clocked a growth of 19.1 percent as compared to 2005, with 186,174 units, while overseas sales grew by 17.4 percent, with exports of 113,339 units. HMIL’s fully integrated state-of-the-art manufacturing plant near Chennai boasts some of the most advanced production, quality and testing capabilities in the country. In continuation of its investment in providing the Indian customer global technology, HMIL is setting up its second plant, which will produce an additional 300,000 units per annum, raising HMIL’s total production capacity to 600,000 units per annum by end of 2007. The Chennai-based Hyundai is the second-biggest car manufacturer in India with about 19 percent market share where more than 70 percent of vehicles sold are compact cars. Park’s plan is to increase the market share to 20 percent this year as it launches the new version of the mid-sized Hyundai Sonata and Hyundai Elantra. The push would signal Hyundai’s tackling of the mid-sized segment now that Hyundai Eon, the smallest car Hyundai has
  33. 33. POST PURCHASE BEHAVIOR OF CONSUMERS TOWARDS HYUNDAI PRODUCTS Noble School Of Business Page 33 ever launched, has taken off as a leading small car in India in just three months since October, last year, noted the report. 'We can sell way more than now if we set prices even lower, but we won’t. We are aiming at building a premium brand in the upper segments, which is even more promising than the compact segment,' HMIL is investing to expand capacity in line with its positioning as HMC’s global export hub for compact cars. Apart from expansion of production capacity, HMIL plans to expand its dealer network, which will be increased from 183 to 250 this year. And with the company’s greater focus on the quality of its after-sales service, HMIL’s service network will be expanded to around 1,000 in 2007. The year 2006 has been a significant year for Hyundai Motor India. It achieved a significant milestone by rolling out the fastest 300,000th export car. Hyundai exports to over 65 countries globally; even as it plans to continue its thrust in existing export markets, it is gearing up to step up its foray into new markets. The year just ended also saw Hyundai Motor India attain other milestones such as the launch of the Verna and yet another path- breaking record in its young journey by rolling out the fastest 10,00,000th car. The Hyundai Verna has bagged some of the most prestigious awards starting with the Overdrive ‘Car of the Year 2007’, CNBC-TV 18 Auto car ‘Best Value for Money Car 2007’ and ‘Performance Car of the Year 2007’ from Business Standard Motoring. Last Year Sonata Embera won the ‘Executive Car of The Year 2006’ award from Business Standard Motoring Magazine and NDTV Profit – Car & Bike declared the Tucson as the ‘SUV of The Year 2006’. HMIL has also been awarded the benchmark ISO 14001 certification for its sustainable environment management practices. Hyundai offers practical, commuter and good quality models. Successful and well positioned cars with good brand image. Firstly launched in 1998, Santro has rewritten the meaning of small
  34. 34. POST PURCHASE BEHAVIOR OF CONSUMERS TOWARDS HYUNDAI PRODUCTS Noble School Of Business Page 34 car in India. It’s still one of the most selling small cars in India. Accent has been doing very well in mid-size segment. Hyundai's luxury cars are yet to make a good impression here. Elantra, Sonata, Tucson and Terracan cannot be considered successful models by any means. Its B+ segment car Getz is stealing shows now and very recently launched Verna is on everybody's mind. Hyundai, Maruti Suzuki was the only small-car maker in the Indian arena then came in Tata Motors and others, each trying to elbow into the crowded space. Ford India, Toyota Kirloskar Motor India, Honda Siel Cars India, Volkswagen India, Nissan India and General Motors India joined the rush to introduce small cars in the last decade even as Maruti Suzuki and Hyundai India continued to strengthen their line up Hyundai India, early in January 2012, during the Delhi Auto Expo 2012 said the Indian auto industry will post a single-digit growth this year, slowing down from 30 percent growth in the year that ended in March 2011. The SIAM said rising finance options, higher prices of fuel and increased input costs for automotive OEMs in India have deterred buyers in the past two quarters, but growth will pick up again in 2013 Hyundai Motor took 5.2 pct global market share in 2010 South Korea's Hyundai Motor (005380.KS) grabbed a 5.2 percent share of the global auto market in 2010 Fig. 1.1Key Competitors and Market Share of Major Players
  35. 35. POST PURCHASE BEHAVIOR OF CONSUMERS TOWARDS HYUNDAI PRODUCTS Noble School Of Business Page 35 Hyundai Motor India Market Share: Passenger Vehicles 14.15% Hyundai Motor India Limited is a wholly owned subsidiary of world’s fifth largest automobile company, Hyundai Motor Company, South Korea, and is the largest passenger car exporter. Hyundai Motor presently markets 49 variants of passenger cars across segments. These includes the Santro in the B segment, the i10, the premium hatchback i20 in the B+ segment, the Accent and the Verna in the C segment, the Sonata Transform in the E segment. Hyundai Motor, continuing its tradition of being the fastest growing passenger car manufacturer, registered total sales of 559,880 vehicles in the year 2009, an increase of 14.4% over 2008. In the domestic market it clocked a growth of 18.1% as compared to 2008 with 289,863 units, while overseas sales grew by 10.7%, with export of 270,017 units. Hyundai Motor currently exports cars to more than 110 countries across European Union, Africa, Middle East, Latin America and Asia. It has been the number one exporter of passenger car of the country for the sixth year in a row. In a little over a decade since Hyundai has been present in India, it has become the leading exporter of passenger cars with a market share of 66% of the total exports of passenger cars from India, making it a significant contributor to the Indian automobile industry. In 2009, in spite of a global slowdown, Hyundai Motor India’s exports grew by 10.7%. In 2010 Hyundai plans to add 10 new markets with Australia being the latest entrant to the list. The first shipment to Australia is of 500 units of the i20 and the total i20 exports to Australia are expected to be in the region of 15,000 per annum. Established in 1967, Hyundai Motor Co. has grown into the Hyundai KIA Automotive Group which includes Hyundai Mobis and over two dozen auto-related subsidiaries and affiliates. Employing over 68,000 people worldwide, Hyundai Motor posted US$27.383 billion in sales in 2005 (on a non-consolidated basis). Hyundai motor
  36. 36. POST PURCHASE BEHAVIOR OF CONSUMERS TOWARDS HYUNDAI PRODUCTS Noble School Of Business Page 36 vehicles are sold in 193 countries through some 5000 dealerships and showrooms. Hyundai Motor Co. is a sponsor of the 2006 FIFA Germany World Cup. Health, Safety and Environment Policy Statement Considering that health, safety and environmental issues are a focal part of its operations is a major part of its responsibilities has established the following policy: Operation success shall be achieved in conjunction with a good and effective accident prevention practice based on internationally accepted codes and practices. All local government regulations will be considered as minimum requirements. It will take all reasonable steps within its power to meet its managerial responsibility paying particular attention to the provision of: Systems of work that is safe. SAFE PLACE TO WORK: It will provide leadership to all employees in following safety operational procedures and in developing healthy and safe working attitudes and habits. These policies, safety regulations / standards and codes of practices shall be made known to all persons involved on projects and shall be met as a priority. HMMA Environmental Policy For the harmony of humankind, the environment and our community, Hyundai Motor Manufacturing Alabama (HMMA) has implemented an Environmental Management System (EMS) which establishes our commitment to preserve the environment. Prevention – HMMA will proactively look for ways to reduce and prevent pollution, preserve resources and address energy usage. To fulfill our corporate social responsibility, we will build vehicles using process technology and materials considering our impact on the environment.
  37. 37. POST PURCHASE BEHAVIOR OF CONSUMERS TOWARDS HYUNDAI PRODUCTS Noble School Of Business Page 37 Improvement – HMMA will continually look for methods to optimize our internal systems, taking into consideration community concerns with the ultimate goal of improved environmental performance. Conformance – HMMA will strive to comply with all applicable regulations and requirements and will continually evaluate its conformance to achieve this goal. Preservation of the environment for the benefit of our local community is the responsibility of all HMMA Team Members and those conducting any activities on behalf of HMMA. Our Environmental Management System is an integral part of our everyday business practices along with productivity, cost, quality, and safety. Awards achieved by HMIL (HYUNDAI MOTORS INDIA LIMITED): Overdrive Magazine  'Car of the Year 2007'  CNBC-TV18 Auto car Auto Awards 2007: 'Best value-for-money car'  Hyundai Getz is the CNBC Auto car of the Year 2005  Hyundai Elantra – Best Value for Money Car of the Year 2005  Company – Awards – CNBC Auto car India – Hyundai has been the manufacturer of the year for two years in row.  'Performance Car of the Year' 2007 - Hyundai Verna 1.5 CRDi.  Hyundai Getz is BS Motoring's 'Car of the Year' 2005  BS Motoring – BS 1000 – Company of the year 2005 – Hyundai Motor India Limited  Hyundai Santro is BS Motoring's 'Car of the Year' for 1999
  38. 38. POST PURCHASE BEHAVIOR OF CONSUMERS TOWARDS HYUNDAI PRODUCTS Noble School Of Business Page 38 TNS TCSS 2005  Accent Petrol - 'No 1 Entry Midsize Car' TNS TCSS 2005  Accent CRDi - 'No 1 Midsize Diesel Car' NDTV Profit/Car & Bike Awards 2006  Tucson - 'SUV of the year' by NDTV Profit/Car & Bike Awards 2006  PM Presents “Star Company” Award to Hyundai Motor India  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 Motor India was adjudged the ‘Car Maker of the year’ at the ICICI Bank – Overdrive awards 2003 CARRIER: 'Dream, Strive, Achieve' is the mantra of every individual working in this US $570 million company situated in a sprawling 535 acre facility located in Tamil Nadu. HMI houses state of the art production techniques and has a workforce of more than 3900 employees. HMI is a wholly owned subsidiary of Hyundai Motor Corporation - Korea, which is US $ 28 billion strong company.
  39. 39. POST PURCHASE BEHAVIOR OF CONSUMERS TOWARDS HYUNDAI PRODUCTS Noble School Of Business Page 39 Hyundai brings with itself the latest in Technology, Quality and People practices ensuring in providing the right sync to produce the best cars by bringing out the best in people. You could play a decisive role in transforming the automobile landscape in India by being part of this adrenaline pumped team. Vision of the Industry: “The leader in the automobile industry, creating customer delight, a shareholders wealth; a pride of India” Hyundai Diversity - Mission Statement "Hyundai's Charter of Commitment to Equality and Opportunity for its customers, community members, suppliers, dealers and employees." Quality Policy - Statement Our comprehensive quality assurance program focuses on setting procedures, systems, and controls in place. With the system established, PT ISTANA KARANG LAUT consistently evaluates man-hour accountability, vendor reliability and quality, in-house data processing systems, cost estimation, and improved methods to attract and retain talented personnel. Quality is no longer simply a matter of reducing defects but has become a comprehensive movement reaching into all aspects of the process of procuring goods in the market. PT ISTANA KARANG LAUT's comprehensive quality assurance program is certified to ISO 9001 by Société Générale de Surveillance and focuses on reducing internal costs, rework and waste. This focus helps decrease lost time and liability rates, boost productivity and improve overall efficiency. Clients benefit from the resultant quality environment through more competitive pricing and better-designed, more reliable products.
  40. 40. POST PURCHASE BEHAVIOR OF CONSUMERS TOWARDS HYUNDAI PRODUCTS Noble School Of Business Page 40 Brand ambassadors: Shahrukh Khan,Preeti Zinta,SaniaMirza Environmental Friendly: Hyundai is committed to making vehicles that make the world a better place to live in. From design stage to production, all processes are concentrated on making cars that pollute a lot less and exceed global benchmarks. The processes by themselves adhere to the most stringent environmental norms in terms of waste management,recyclingand useof 'green'rawmaterials. Hyundai Motor Indiahas been awarded the benchmark ISO 14001 certification forits sustainable environment management practices. Living up to its commitment of providing global standards of qualityand process management in India, Hyundai had put in place an Environment Management System (EMS) at its manufacturing plant in Chennai right from its project stage. The certification process was completed in a record time of 10 months with 'Zero NCRs'. The assessment was done by TUV SUDDEUTSCHLAND and covered areas like Awareness Training, Technology Up gradation, Recycling, Waste Management and fulfilling Government Regulations. HMI is also working on a backward integration strategy that will support vendors of the company in implementingEMS. Hyundai Motor Company, S.Korea, the parent of HMI, has been doing considerable work on sustainable Environment Management. The company has a well defined framework in place for developing products that reducepollutant emissions and processes for preservation of natural resources and energy along all the stages of the product lifecycle from production, sales, and use to disposal. The company has also been in the forefront of development of environment friendly technologies like Hybrid Electric Vehicles (HEVs), and Fuel Cell Electric Vehicles (FCEVs) and has been awarded the ISO 14001 certification for all its three major plants in Ulsan,AsanandJeonjuinS.Korea.
  41. 41. POST PURCHASE BEHAVIOR OF CONSUMERS TOWARDS HYUNDAI PRODUCTS Noble School Of Business Page 41 SWOT analysis of Hyundai Motors Strengths of HMIL Hyundai India has such a brand equity that it is almost assumed to be an Indian brand, with lot of good accolades for being India’s second most selling brand next to MUL in market share Hyundai Motor India limited is the largest car exporter from Asian Market which showed a 10% growth compared to last FY The domestic sales is increasing at an average rate of 19.1% HMIL is known for its quality products which has better performance and it has constantly been ahead in the race with Maruti Udyog limited in many parameters The product length includes around 8 cars, starting from new Eon in small car segment to SUV segment Santa Fe Among the automobile players only HMIL is known for its CSR activities Hyundai products never fail to win laurels in each segment from various automobile ratings ever since its operations in India STRENGTH WEAKNESS OPPORTUNITY THREATS
  42. 42. POST PURCHASE BEHAVIOR OF CONSUMERS TOWARDS HYUNDAI PRODUCTS Noble School Of Business Page 42 Hyundai has the largest network of showrooms and service station next to Maruti in India. An article in Economic times quoted that “Hyundai Eon launched, treads on Alto territory” indicated that Eon will act as a threat to reduction in Alto’s market share Weaknesses of HMIL HMIL took a long time to gain the market share as it’s not the first mover in India In terms of most reliable and trusted brand; Maruti is stronger in Indian subcontinent Spare parts of Hyundai vehicles are comparatively priced higher and spare parts do not have PAN India presence In SUV segment both Tucson and its next model Santa Fe didn’t make a major impact Increase in commodity prices such as steel, aluminum and ancillary parts has affected margins Since HMIL concentrates on both domestic and International sales there are higher risks of exchange rate fluctuations As Hyundai majorly concentrates on quality, most of its product is in premium category in each segment. Hyundai is still struggling to make a better impact in small car segment in terms of cost efficiency like other manufactures Hyundai doesn’t have any product match to compete in corporate orders like Tata India V2, Tata Sumo, Tata Indigo, Chevy Tavera, Ford Fiesta etc. These vehicles are most preferred in both cab segment and government booking for bulk orders Opportunities of HMIL SIAM – Society of Indian automobile Manufacturers, have stated that there is steady increase in Car sales both Domestic and Indian contributing a valuable share in India’s Gdp. The export markets growth rate is 22.30% compared to last fiscal year The saving consumption pattern of India is an added advantage for any segment doing business in India. This was one of the major reasons for Indian market to survive amidst global recession. There is more scope of HMIL to enter into small car segment as it has dedicated R&D plant in Hyderabad, India. Hyundai is one of the very few companies that has widest R&D network across the world located in Korea, Europe, India, US, Japan Currently HMIL has its focus only on Passenger car segment
  43. 43. POST PURCHASE BEHAVIOR OF CONSUMERS TOWARDS HYUNDAI PRODUCTS Noble School Of Business Page 43 Threats of HMIL Though Hyundai claims itself to have no direct competitors other than MUL, there are Indian players like Tata, Mahindra imposing a strong threat for Hyundai Motors India to expand its product category Foreign Direct Investments flowing in Indian automobile space are not good signs for already existing Giants like MUL and Hyundai. Almost all major automobile players have started invading India to open up their market and their manufacturing plant in India.”Chennai” is referred to as the Detroit of Asia! Hyundai faced a slight decline in market share due to tough competition from Ford’s Figo and Volkswagen- Polo Many manufacturers have started to concentrate on small car segment as an alternative to Nano. These will slowdown the expected sales of Eon. About Trident Hyundai Motors Bangalore: Authorized Hyundai Car dealer in Bangalore Trident Hyundai was founded in Sep 1998 with a motley team of 22 young members. From one showroom and one service centre, Trident has today grown to be one of the largest Hyundai dealerships in the country. Sales now peak to over a thousand cars a month and the network has increased to 7 showrooms and 11 service centers. Customer Service has been the cornerstone of Trident's growth story. From being the first Hyundai dealership to be ISO certified to winning numerous accolades for outstanding sales and service delivery, Trident has set many a benchmark for the industry. Our motto, "Drive Home A Relationship", has inspired us to provide outstanding service to our customers over the years. It all started in 1998 at Bangalore with 30 employees and just one Customer Care Centre. Today, Trident Hyundai has over 900 employees spread over Bangalore, Shimoga and Davengere.
  44. 44. POST PURCHASE BEHAVIOR OF CONSUMERS TOWARDS HYUNDAI PRODUCTS Noble School Of Business Page 44 The philosophy “Drive Home a Relationship” is a way of work life and is reflected in our deep rooted commitment almost bordering on obsession towards customer satisfaction. This has helped us in setting up new benchmarks in dealership operation and procedures that has been replicated by other automobile dealers in India. We are recipients of many accolades for excellence in the areas of sales, services and finance. We are also an ISO 9001:2000 Company accredited by TUV and have joined the elite group. Trident Hyundai offers a perfect career for those who have the flair to excel at work. Freedom of expression and a conducive work environs foster the employees to exploit their talents to the fullest abilities. Palace Orchard at Bangalore has virtually become a landmark of Country’s few multilevel automobile dealership. Our Customer Care Centers are conveniently spread at Yeshwanthpur, IndiraNagar and JP Nagar with state-of-the-art equipments and qualified technicians to cater customer needs. Our goal extends beyond customer satisfaction and we are committed in achieving total “Customer Delight”. A. Nature of Business Carried: Trident Hyundai is a dealer of cars of Hyundai motors. The business carried by Trident Hyundai is of dealership. It is an also an authorized service centre and it totally aims in selling cars both passenger and SUV vehicles as per demand of customers. B. Vision, Mission and Quality Policy: MISSION: The mission of the Trident Hyundai is committed to develop the firm as a big competitor and service provider in the Bangalore Passenger car market.
  45. 45. POST PURCHASE BEHAVIOR OF CONSUMERS TOWARDS HYUNDAI PRODUCTS Noble School Of Business Page 45  VISION: The dealer announced "Innovation for Customers" as our mid–to long–term vision with five core strategies: global orientation, respect for human values, customer satisfaction, technology innovation, and cultural creation. They desire to create an automobile culture of putting customer first via developing human–centered and environment–friendly technological innovation.  QUALITY POLICY: Based on a respect for human dignity, it make efforts to meet the expectations of all stakeholders including customers and business partners by building a constructive relationship amongst management, labor, executives and employees. Also, they focus on communicating their corporate values both internally and externally, and gaining confidence from all stakeholders.
  46. 46. POST PURCHASE BEHAVIOR OF CONSUMERS TOWARDS HYUNDAI PRODUCTS Noble School Of Business Page 46 Trident Hyundai with its 4 showrooms: SADHASHIVANAGAR #1, Lower Palace Orchards, Sankey Road, Bengaluru: 560003. Ph: 080 - 4343 3333 Fax: 080-2336 815 Email: sandhya@tridenthyundai.com INDIRANAGAR No.9, HAL Old Airport Main Road, Kodihalli, Next to Calton Towers, Bengaluru: 560038. Ph: 080 - 4343 3111 Fax: 080-4126 1524 Email: iedore@tridenthyundai.com HOSUR ROAD # 46/4, Garvebhavi palya Begur Hobli, Bengaluru: 560068. Ph: 080 - 4343 3222 Fax: 080-2573 5615 Email: sharath@tridenthyundai.com WHITEFIELD No.111, 124&125, B Narayanapura Village, Whitefield, Bangalore East Taluk, Bengaluru. Ph: 080 - 3290 9666
  47. 47. POST PURCHASE BEHAVIOR OF CONSUMERS TOWARDS HYUNDAI PRODUCTS Noble School Of Business Page 47 Competitors Information 1. Advaith Hyundai "Caring for you...always" Our vision summarizes our priorities. We believe that everything we do, be it marketing world-class cars or providing services to match, must manifest in truly caring for the customer. Advaith Hyundai is a wholly owned company of the Advaith Group. One of the largest automotive retail corporations in India, the Advaith Group is focused on delivering a world class customer experience across all its business functions. Advaith Hyundai has an enviable record of consistently being World's largest and most awarded Hyundai dealer with 4 showrooms conveniently located across Bangalore on Residency Road, Outer Ring Road, Vasanthnagar and Bannerghatta Road. The facility on Outer Ring Road is Hyundai's largest 3S facility in India 2. Blue Hyundai “Happiness Reloaded” The success and eminence of Blue Hyundai began as the dream of one man extended to be transformed into the dream of many. We strive to accomplish our dreams and goals to bring greater effulgence in the future. Realizing the responsibility on the shoulders of each member of Blue Hyundai, we endeavor to be one of the most competitive companies in the industry with emphasis on efficiency in operations, reliability for customers and thrust on discovery and development of our customer's needs. Blue Hyundai is still growing, and our goal is to become a leader in efficient quality services with realistic costs in order to satisfy our customers. Our foundation is built on trust, customer care and creativity. Our team is made up of highly-qualified, talented and innovative individuals with specific areas of expertise and experience. We here in Blue Hyundai value creativity and collaboration; ideas are shared and everybody contributes on an individual basis to the common goal.
  48. 48. POST PURCHASE BEHAVIOR OF CONSUMERS TOWARDS HYUNDAI PRODUCTS Noble School Of Business Page 48 Trident Hyundai:
  49. 49. POST PURCHASE BEHAVIOR OF CONSUMERS TOWARDS HYUNDAI PRODUCTS Noble School Of Business Page 49
  50. 50. POST PURCHASE BEHAVIOR OF CONSUMERS TOWARDS HYUNDAI PRODUCTS Noble School Of Business Page 50
  51. 51. POST PURCHASE BEHAVIOR OF CONSUMERS TOWARDS HYUNDAI PRODUCTS Noble School Of Business Page 51 Awards and Achievements given to Trident Hyundai motors Bangalore: 1. Trident has won the Regional award for The Best Hyundai Dealer for the second year in a row. 2. Also Trident Hyundai Service Center has been winning the Regional award for The Best Service Center continuously. 3. This Service Centre stocks and supplies genuine spares and Accessories to all authorized dealers in Karnataka. 4. Trident Hyundai won The Best HPSC Award (Hyundai Parts Supply Center). Recently. 5. Best regional Sales award in 2006. 6. National 2nd winner in 2006 for best quality feedback 7. National 1st winner in accessories in 2006.
  52. 52. POST PURCHASE BEHAVIOR OF CONSUMERS TOWARDS HYUNDAI PRODUCTS Noble School Of Business Page 52 PRODUCT PROFILE MODEL VARIANT Ex-Showroom Price (As on 01/02/2013) (In Rupees) EON(PETROL) DELITE-NM 3,48,090 DELITE-MET 3,52,394 DELITE PLUS-NM 3,82,617 DELITE PLUS-MET 3,86,920 ERA PLUS-NM 3,99,176 ERA PLUS-MET 4,04,020 MAGNA PLUS-NM 4,36,333 MAGNA PLUS-MT 4,40,637 SPORTZ-NM 4,70,522 SPORTZ-MET 4,74,826 DELITE PLUS-NM 4,17,002 EON(LPG) DELITE PLUS-MET 4,21,312 ERA PLUS-NM 4,34,140 ERA PLUS-MET 4,38,451 MAGNA PLUS-NM 4,70,795 MAGNA PLUS-MT 4,75,104 GL NON AC-NM 3,65,770 GL NON AC-MET 3,70,079 GL PLUS-NM 4,47,889 GL PLUS-MET 4,52,199 GLS-NM 4,74,962 GLS-MET 4,79,271
  53. 53. POST PURCHASE BEHAVIOR OF CONSUMERS TOWARDS HYUNDAI PRODUCTS Noble School Of Business Page 53 SANTRO(LPG) GL PLUS-NM 4,76,691 GL PLUS-MET 4,81,007 GLS-NM 5,01,902 GLS-MET 5,06,218 I-10(1.1 petrol) DELITE-NM 4,58,041 DELITE-MET 4,62,377 ERA -NM 4,99,043 ERA -MET 5,03,379 MAGNA-NM MAGNA-MET 5,16,786 5,21,123 I-10(1.1 LPG) ERA -NM 5,33,665 ERA -MET 5,38,006 MAGNA-NM 5,51,432 MAGNA-MET 5,55,775 I-10(1.2 ) MAGNA-NM 5,38,787 MAGNA-MET 5,43,124 SPORTZ-NM 5,75,443 SPORTZ-MET 5,79,780 SPORTZ(O)-NM 6,17,574 SPORTZ(O)-MET 6,21,951 ASTA-NM 6,71,712 ASTA-MET 6,76,089 SPORTZAT-NM 6,49,825 SPORTZAT-MET 6,54,202
  54. 54. POST PURCHASE BEHAVIOR OF CONSUMERS TOWARDS HYUNDAI PRODUCTS Noble School Of Business Page 54 I-10(1.2)AUTOMATIC ASTA SRAT-NM 7,60,801 ASTA SRAT-MET 7,65,177 I-20(1.2)PETROL ERA 1.2 5,89,704 MAGNA 1.2 6,24,137 MAGNA(O) 1.2 6,60,471 SPORTZ 1.2 ASTA 1.2 7,28,544 7,84,072 ASTA(O) 1.2-SR 8,38,369 SPORTZ 1.4AT 9,61,891 I-20(1.4)DIESEL ERA 1.4 DSL 7,43,878 MAGNA 1.4 DSL 7,72,853 MAGNA 1.4 DSL 8,09,165 SPORTZ 1.4 DSL 8,77,248 ASTA 1.4 DSL 9,32,789 I-20(1.2)PETROL WITHOUT DRL ASTA 1.2 7,61,727 ASTA (O) 1.2 SR 8,16,022 Accent GLE 6,35,953 GLE LPG 6,79,653 VERNA-FLUDIC PETROL VTVT 1.4 8,83,757 VTVT EX 1.6 9,99,161 VTVT EX 1.6 AT 1,087,682 VTVT SX 1.6 1,054,595 VTVT SX (O) 1.6 1,143,060 VTVT SX(O) 1.6AT 1,265,611 CRDI 1.4 1,034,506 CRDI EX 1.4 1,127,556
  55. 55. POST PURCHASE BEHAVIOR OF CONSUMERS TOWARDS HYUNDAI PRODUCTS Noble School Of Business Page 55 CRDI EX 1.6 1,161,907 VERNA-FLUDIC DIESEL CRDI EX 1.6AT 1,285,045 CRDI 1.6 SX 1,203,276 CRDI 1.6 SX(O) 1,342,131 CRDI 1.6 SX(O) 1,433,042 NEO ELANTRA PETROL VTVT1.8 S 1,593,949 VTVT1.8 SX 1,747,427 VTVT1.8 SX AT 1,872,147 NEO ELANTRA DEISEL CRDI 1.6 1,643,761 CRDI 1.6 S 1,734,855 CRDI 1.6 SX 1,885,765 CRDI 1.6 SX AT 2,010,487 SONATA-PETROL SONATA 2.4 GDI MT 2,351,235 SONATA 2.4 GDI AT 2,634,576 SANTAFE SANTA FE 2 WD 2,883,040 SANTA FE 4 WD 3,145,433 SANTA FE 4 WD-AT 3,263,222
  56. 56. POST PURCHASE BEHAVIOR OF CONSUMERS TOWARDS HYUNDAI PRODUCTS Noble School Of Business Page 56 Eon: Santro:
  57. 57. POST PURCHASE BEHAVIOR OF CONSUMERS TOWARDS HYUNDAI PRODUCTS Noble School Of Business Page 57 I10: I20:
  58. 58. POST PURCHASE BEHAVIOR OF CONSUMERS TOWARDS HYUNDAI PRODUCTS Noble School Of Business Page 58 Accent: Verna:
  59. 59. POST PURCHASE BEHAVIOR OF CONSUMERS TOWARDS HYUNDAI PRODUCTS Noble School Of Business Page 59 Neo Elantra: Sonata:
  60. 60. POST PURCHASE BEHAVIOR OF CONSUMERS TOWARDS HYUNDAI PRODUCTS Noble School Of Business Page 60 Santafe:
  61. 61. POST PURCHASE BEHAVIOR OF CONSUMERS TOWARDS HYUNDAI PRODUCTS Noble School Of Business Page 61 DATA ANALYSIS AND INTERPRETATION 4. ANALYSIS AND INTERRETATION: 4.1 INTRODUCTION TO ANALYSIS: After tabulating, the data must be analyzed, researcher often use statistical interpretation which concentrates on what is average or what deviates from an average. Statistical interpretation, shows how widely the response vary and how they are distributed in relation to the variable, being measured, statistical market rely on estimates of expected errors or deviation from the two values of population. The analysis and interpretation of data may lead the researcher to accept or reject the hypothesis being selected. 4.2 DATA ANALYSIS TOOLS USED: The process of arranging data into groups or classes according to resemblance and similarities is technically called classification. Classification is the process of arranging the data into sequences and groups according to their common characteristics or separating them into different related parts. The data can be calculated on the following four bases:  Quantitative- according to magnitude  Geographical- according to city, district, etc.  Qualitative- According to attributes  Chronological- According to occurrence of events in time
  62. 62. POST PURCHASE BEHAVIOR OF CONSUMERS TOWARDS HYUNDAI PRODUCTS Noble School Of Business Page 62 Table No.01: Number of Respondents according to gender Gender No. of Respondents Percentage Male 67 67 Female 33 33 TOTAL 100 100 Analysis: The above table shows that 67 % of the respondents are males and 33 % of the respondents are females. Graph01: Number of Respondents according to gender Inference: Most of the respondents approached were Male 0 10 20 30 40 50 60 70 80 no. of respondent 67 33 male female
  63. 63. POST PURCHASE BEHAVIOR OF CONSUMERS TOWARDS HYUNDAI PRODUCTS Noble School Of Business Page 63 Table No.02: Number of respondents according to their age groups Age No. of Respondents Percentage (%) 18-23 5 5 24-29 9 9 30-35 22 22 36-41 27 27 42 & above 37 37 TOTAL 100 100 Analysis: The above table shows that 37 % of the total respondents approached are between the age group of 40 and above. 27 % of the respondents are between the age group 35-40, 22 % of the respondents are between the age group of 30-35. 9 % of the respondents are in the age group of 25-30. 5 % of the respondents are in the age group of 18-25. Graph .02: Number of respondents according to their age group Inference: Majority of the respondents are between the age group of 40 and above. 0 5 10 15 20 25 30 35 40 18-23 24-29 30-35 36-41 42 & above 5 9 22 27 37 No. of Respondents
  64. 64. POST PURCHASE BEHAVIOR OF CONSUMERS TOWARDS HYUNDAI PRODUCTS Noble School Of Business Page 64 Table No. 3 Number of respondents according to occupation Occupation No. of Respondents Percentage Business man 31 31 Employed 5 5 Engineer 10 10 Doctor 34 34 Housewife 8 8 Students 5 5 Others 7 7 TOTAL 100 100 Analysis: The above table shows that 34 % of the respondents are Doctors, 31% of the respondents are businessmen, 10 % of the respondents are Engineer, 7 % of the respondents belong to other class, 8% of the respondents are house wife, where as 5 % of the respondents are employed, and students respectively. Graph .03 Numbers of respondents according to occupation Inference: Most of the respondents approached are Doctors. Business man 31% Employed 5% Engineer 10% Doctor 34% Housewife 8% Students 5% Others 7% Other 20% No. of Respondents
  65. 65. POST PURCHASE BEHAVIOR OF CONSUMERS TOWARDS HYUNDAI PRODUCTS Noble School Of Business Page 65 Table No. 04: Intimation through call or mail for the “service due” Response Number of Customers YES 83 NO 17 Analysis:  83% of the respondent got intimation for service due.  17% of respondent did not get any intimation for service due. Graph .04: Intimation through call or mail for the “service due Inference: Majority of the respondent received intimation for the service due. 0 10 20 30 40 50 60 70 80 90 YES NO YES, 83 NO, 17
  66. 66. POST PURCHASE BEHAVIOR OF CONSUMERS TOWARDS HYUNDAI PRODUCTS Noble School Of Business Page 66 Table no .05: Total time taken before someone from the Staff to attend. Response Number of respondents Excellent (< 2min’s) 23 Good (2-5 min’s) 46 Fair (5-10 min’s) 19 Poor (> 10 min’s) 12 Analysis:  46% of the respondents say it’s Good i.e., 2-5 min’s.  23% of the respondents say it’s Excellent i.e., < 2 min’s.  19% of the respondents say it’s Fair i.e., 5-10 min’s.  12% of the respondents say its Poor i.e., >10 min’s. Graph .05: Total time taken before someone from the Staff to attend. Inference: Majority of the respondents say its good i.e., 2-5min’s. 0 10 20 30 40 50 Excellent (< 2min’s) Good (2-5 min’s) Fair (5-10 min’s) Poor (> 10 min’s) 23 46 19 12 Number of respondents
  67. 67. POST PURCHASE BEHAVIOR OF CONSUMERS TOWARDS HYUNDAI PRODUCTS Noble School Of Business Page 67 Table No. 06: Cleanliness, Comfort of service reception & Customer waiting lounge. Response Number of Respondents Excellent 48 Good 37 Fair 13 Poor 02 Analysis:  48% of the Respondents say it’s Excellent.  37 % of the Respondent says it’s good.  13 % of the respondent says it’s fair.  02 % of the respondent says it’s poor. Graph 06: Cleanliness, Comfort of service reception & Customer waiting lounge. Inference: Majority of the respondents says the Cleanliness, Comfort of service reception & Customer waiting lounge is Excellent. 0 10 20 30 40 50 Excellent Good Fair Poor 48 37 13 2 Number of Respondents
  68. 68. POST PURCHASE BEHAVIOR OF CONSUMERS TOWARDS HYUNDAI PRODUCTS Noble School Of Business Page 68 Table No.07: Person who attended you and accept your vehicle for service was able to understand the issue and able to answer your queries appropriately. Response Number of respondent’s Excellent 52 Good 34 Fair 11 Poor 3 Analysis:  52 % of the respondents say it is Excellent.  34 % of the respondents say it is good.  11 % of the respondents say it is fair.  03 % of the respondents say it is poor Graph .07: Person who attended you and accepts your vehicle for service was able to understand the issue and able to answer your queries appropriately. Inference: Majority of the respondent says the person attended was able to understand the problem and answered all the queries appropriately. 0 10 20 30 40 50 60 Excellent Good Fair Poor 52 34 11 3 Number of respondent’s
  69. 69. POST PURCHASE BEHAVIOR OF CONSUMERS TOWARDS HYUNDAI PRODUCTS Noble School Of Business Page 69 Table No .08 Type of service betterment from Trident Hyundai in the future Response Number of Respondents Better Service 48 Better settlement & Claims 33 Retain the same 13 Others 06 Analysis:  48 % of the respondents expect better Service  33 % of the respondents expect better settlement & Claims.  13 % of the respondents expect Retain the same.  06 % the respondents expect other schemes. Graph .08 Type of service betterment from Trident Hyundai in the future Inference: Majority of the respondent expect better service from Trident Hyundai in the future. 0 10 20 30 40 50 Better Service Better settlement & Claims Returns Others 48 33 13 6 Number of Respondents
  70. 70. POST PURCHASE BEHAVIOR OF CONSUMERS TOWARDS HYUNDAI PRODUCTS Noble School Of Business Page 70 Table No.09: Convenient when the vehicle is delivered as per scheduled time. Response Number of respondents Very convenient 59 convenient 32 Not convenient 06 Disappointed 03 Analysis:  59 % of the respondents are very convenient.  32 % of the respondents are Convenient.  06 % of the respondents are Not Convenient  03 % of the respondents are disappointed. Graph .09: Convenient when the vehicle is delivered as per scheduled time. Inference: Majority of the respondents are very convenient when the vehicle delivered as per scheduled time. 0 10 20 30 40 50 60 Very convenient convenient Not convenient Disappointed 59 32 6 3 Number of respondents
  71. 71. POST PURCHASE BEHAVIOR OF CONSUMERS TOWARDS HYUNDAI PRODUCTS Noble School Of Business Page 71 Table No.10: Whether it is helpful to keep service station open on Sundays Response Number of Respondents YES 85 NO 15 Analysis:  85 % of the respondents say it is helpful.  15 % of the respondents say it is not helpful. Graph .10: Whether it is helpful to keep service station open on Sundays Inference: Majority of the respondents say it is helpful to keep service station open on Sundays 0 20 40 60 80 100 YES NO 85 15 Number of Respondents
  72. 72. POST PURCHASE BEHAVIOR OF CONSUMERS TOWARDS HYUNDAI PRODUCTS Noble School Of Business Page 72 Table No.11: Service charges/ repair charge was reasonable. Response Number of respondents YES 70 NO 30 Analysis:  70% of the respondents are happy with the service charges/repair charges.  30% of the respondents are not happy with the service charges/repair charges. Graph .11: Service charges/ repair charges was reasonable. Inference: Majority of the respondents are happy with the service charges / repair charges. 0 10 20 30 40 50 60 70 YES NO 70 30 Number of respondents
  73. 73. POST PURCHASE BEHAVIOR OF CONSUMERS TOWARDS HYUNDAI PRODUCTS Noble School Of Business Page 73 Table No.12: Experience related to availability of spare parts. Response Number of respondents Excellent 52 Good 35 Fair 09 Poor 04 Analysis:  52 % of the respondents say the availability of spares is excellent.  35 % of the respondents say the availability of spares is good.  09 % of the respondents say the availability of spares is fair.  04 % of the respondents say the availability of spares is poor. Graph .12: Experience related to availability Inference: Majority of the respondents say the availability of Spare parts is excellent. 0 10 20 30 40 50 60 Excellent Good Fair Poor 52 35 9 4 Number of respondents
  74. 74. POST PURCHASE BEHAVIOR OF CONSUMERS TOWARDS HYUNDAI PRODUCTS Noble School Of Business Page 74 Table No.13: Feel towards Trident Hyundai Service Department. Response Number of respondents Excellent 64 Good 28 Fair 06 Poor 02 Analysis:  64 % of the respondents feel service department is Excellent.  28 % of the respondents feel service department is Good.  06 % of the respondents feel service department is Fair.  02 % of the respondents feel service department is Por. Graph .13: Feel towards Trident Hyundai Service Department. Inference: Majority of the respondents fell the service department of Trident Hyundai if Excellent. 0 10 20 30 40 50 60 70 Excellent Good Fair Poor 64 28 6 2 Number of respondents
  75. 75. POST PURCHASE BEHAVIOR OF CONSUMERS TOWARDS HYUNDAI PRODUCTS Noble School Of Business Page 75 Table No.14: Service center staff co-operative, courteous & polite. Response Number of respondents YES 92 NO 08 Analysis:  92% of the respondents say that the service center staff is cooperative, courteous & polite.  08% of the respondents say that the service center staff is not cooperative, courteous & polite. Graph .14: Service center staff co-operative, courteous & polite. Inference: Majority of the respondents say that the service center staffs are cooperative, courteous & polite 0 20 40 60 80 100 YES NO 92 8 Number of respondents
  76. 76. POST PURCHASE BEHAVIOR OF CONSUMERS TOWARDS HYUNDAI PRODUCTS Noble School Of Business Page 76 Table No .15: Would you like to refer Hyundai vehicle to your relatives, friends etc... Response Number of respondents YES 87 NO 13 Analysis:  87% of the respondents say that on overall experience, they will refer Hyundai vehicles to their relatives, friends etc  13% of the respondents say that on overall experience, they will not refer Hyundai vehicles to their relatives, friends etc Graph .15: Would you like to refer Hyundai vehicle to your relatives, friends etc... Inference: Based on their experience, Majority of the respondents say that they will refer Hyundai vehicles to their relatives. 0 20 40 60 80 100 YES NO 87 13 Number of respondents
  77. 77. POST PURCHASE BEHAVIOR OF CONSUMERS TOWARDS HYUNDAI PRODUCTS Noble School Of Business Page 77 SUMMARY OF FINDINGS The survey and analysis of questionnaire has revealed the following findings and important feedback for “Trident Hyundai” 1) The survey shows that most of the respondents owning a Hyundai car fall in the age group of 42 and above. 2) It is also observed that most of the respondents are male (77 %). 3) The study shows that most of the respondents owning a Hyundai car are either Doctor 34 %) or Businessman (31 %) 4) The study shows that 83% of the respondents got the intimation for service due. 5) The study shows that the time taken before someone from the staff to attend a customer within 2-5 min’s is 48 %. 6) The study shows that major of the respondent say the cleanliness, comfort of service reception and customer waiting lounge is excellent. 7) Majority of the respondents say the person attended and accept the vehicle for service was able to understand the issue and also able to answer the queries appropriately. 8) Major of the respondents expect better service from Trident Hyundai even in the future 9) Majority of the respondents are very convenient with the vehicle delivery on schedule time. 10) The study shows that most of the respondents want the service station to e open on Sundays. 11) The study shows that Majority of respondent are satisfied with the service charges /repair charges of Trident Hyundai.
  78. 78. POST PURCHASE BEHAVIOR OF CONSUMERS TOWARDS HYUNDAI PRODUCTS Noble School Of Business Page 78 12) The study shows that majority of the respondent say that the availability of spare parts is excellent. 13) The study shows that the majority of respondents overall feel towards the Trident Hyundai service Department is Excellent (64 %) 14) The study shows that Major of the respondents are satisfied with the after sales service of Trident Hyundai. 15) The study shows that major of the respondents say the staff of Trident Hyundai is cooperative, courteous & polite. 16) The study shows that major of the respondents will refer Hyundai vehicles to their relative, friends etc.
  79. 79. POST PURCHASE BEHAVIOR OF CONSUMERS TOWARDS HYUNDAI PRODUCTS Noble School Of Business Page 79 SUGGESTION 1) Hyundai should aim at high quality service, speedy work reliable servicing and sincere attitude to the customer in order to achieve customer satisfaction. 2) Hyundai Should have a better and professional approach towards each customer. 3) Hyundai should organize fairs. 4) Trident Hyundai should put up service camps around the city of Bengaluru to insure better customer satisfaction. 5) Trident Hyundai should pass on information to Hyundai regarding the ever changing customer requirements and expectations. 6) Trident Hyundai should organize a free oil change camps in and around Bengaluru. 7) Trident Hyundai should give some discount coupons for customers for the next service done at the outlet. 8) Trident Hyundai should organize a meeting for the owners of Hyundai vehicle and should give some light about the maintenance of the vehicle. 9) Trident Hyundai should give some discount in the bill for the regular customers. 10) Trident Hyundai should do free pick and drop of the service vehicle within the proximity of 35 km’s. 11) Trident Hyundai should make annual maintenance scheme for Hyundai vehicles. 12) Trident Hyundai should give some gift after the vehicle service is done. 13) Attractive schemes have to be laid to satisfy the customers. 14) The entire executives must be trained and updated as the new products get into market. 15) Management should focus on making sure that the customers are attended on time. 16) Management should interface frequently in order to make sure that all of its customers are satisfied. 17) Management must make sure: it has enough man power employed in the service department so that it can meet the customer’s expectation on time.
  80. 80. POST PURCHASE BEHAVIOR OF CONSUMERS TOWARDS HYUNDAI PRODUCTS Noble School Of Business Page 80 High quality service can be represented by speedy work, reliable servicing and sincere attitude to the customers. All these can be achieved by:  Training service staff working in a well equipped work shop.  Training can be provided to the technicians with latest updates. Dealers service centers to provide suggestions to its customers for better maintenance of their car and about various technical problems that the owner might face
  81. 81. POST PURCHASE BEHAVIOR OF CONSUMERS TOWARDS HYUNDAI PRODUCTS Noble School Of Business Page 81 CONCLUSION Today in the customer driven economy, all firms are engaged in a rat race to attract customers and build a long term relationship with their loyal customer. The key to customer loyalty is through customer satisfaction. A satisfied customer will act as a spokes person of the company’s product, and bring in more buyers. So, marketers have to ensure customers value satisfaction. For this they have to ensure  Products and service are developed to meet customer requirements.  Brands are positioned so as to convey ‘distinctiveness’.  Delivery to reinforce the promptness in making available to the consumers a ‘value added’ product and service.  Relationships are built to offer lifetime customer value to enable the consumer to experience ‘value satisfaction’. All the efforts of the marketers at trying to understand buying motives, buying behavior, decision making and working out suitable promotional strategy to suit the consumer behavior are to ensure consumer satisfaction. In today’s competitive environment, where companies are adopting various methods to the prospective consumers, marketers have to make all efforts to understand all the complexities which go into the decision making.  For the comparative analysis satisfaction of customers for each after sale service is measured in the parameters like quality, time and price.  customers are satisfied and very satisfied with the after sale services, there are also customers who are neutral, dissatisfied  The data from the comparative analysis shows a significant difference in the pattern of response on time it takes for maintenance and on the overall satisfaction of customers, while there is no significant difference in the pattern of customer responses on maintenance service to solve the problem and on price of maintenance service.
  82. 82. POST PURCHASE BEHAVIOR OF CONSUMERS TOWARDS HYUNDAI PRODUCTS Noble School Of Business Page 82  The result from this study also shows a positive relationship between customer satisfaction in the after sale service.  The challenges that automotive companies faced in implementing after sale service are: the customers lack understanding the contents of the company warranty, lack of customer handling and technical training, lack of having huge after sale service workshop, shortage of parking area, few customers cheat the company by giving false information about the problem of the vehicle, some customers feel nervous when they got problem in their vehicle and they need immediate solution for serious vehicle problems, and shortage of spar part access.
  83. 83. POST PURCHASE BEHAVIOR OF CONSUMERS TOWARDS HYUNDAI PRODUCTS Noble School Of Business Page 83 BIBLIOGRAPHY Reference Books  Philip Kotler “MARKETING MANAGEMENT” , Prentice Hall, India  Suja .R. Nair “CONSUMER BEHAVIOUR”, HPH Edition  Namakundadi Ramaswamy “MARKETING MANAGEMENT”.  Kumar arun and meenaakshi “MARKETING MANAGEMENT”,  Zikmund and anico “MARKETING MANAGEMENT”,  Peter Paul. J AND James M. donnell “MARKETING MANAGEMENT”,  Reddy Appannaiah And Ramanath “MARKETING MANAGEMENT”, Himalaya publication  Sherlekar S.A “MARKETING MANAGEMENT “, Himalaya publication.  Stanton.j. Williaam and Michael .J. Etzel “FUNDAMENTALS OF MARKETING”, MC GRAB-HILL PUBLICATION.
  84. 84. POST PURCHASE BEHAVIOR OF CONSUMERS TOWARDS HYUNDAI PRODUCTS Noble School Of Business Page 84 WEBSITES: www.tridenthyundai .com www.hyundaimotors.com www.carwale.com www.Vintagecars.com www.google.com www.zigwheels.com www.cardheko.com
  85. 85. POST PURCHASE BEHAVIOR OF CONSUMERS TOWARDS HYUNDAI PRODUCTS Noble School Of Business Page 85 QUESTIONNAIRE FOR TRIDENT HYUNDAI Dear Sir/Madam, I am a Final Semester M.B.A. student representing NSB-BENGALURU. I am doing my project as a part of course in Trident Automobiles (P) Ltd, Bangalore under Sr. Executive Marketing. I am assigned a project on “POST PURCHASE BEHAVIOR OF CONSUMERS TOWARDS HYUNDAI PRODUCTS” I will be obliged if you spare your time to fill up this questionnaire. 1. Name: 2. Address: 3. Gender : Male Female 4. .Occupation: Business man Employed Engineer Doctor Housewife Students Others 5. Do you receive any intimation through calls or mail for the service due date to get your vehicle serviced. YES NO 6. When you entered, what was the total time taken before someone from the staff to attend you? Excellent (< 2min’s) Good (2-5min’s) Fair (5-10 min’s) Poor (> 10 min’s) POST PURCHASE BEHAVIOR OF CONSUMERS TOWARDS HYUNDAI PRODUCTS

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