A Critical Analysis of Customer Satisfaction with Focus on Car Manufacturing Industry a Case Study of Hyundai Cars, India

Name:                   Mukesh Kumar (2007 – 2009)

Title:                    A Critical Analysis of Customer Satisfaction with Focus on Car Manufacturing Industry a Case Study of Hyundai Cars, India

Summary

Suggestions:

1. Improve the model
2. Establish more service centers and provide the best service.
3. Come with a ‘clean proposal’. Never hide the facts, be honest in selling your vehicles, in describing the PLUS / MINUS facts, “customers friendly” attitude is a must for any Business Deal.
4. Spare parts should be made available at lower rate.
5. Please provide High-way horn and reverse horn.
6. Dealers should be courteous in all the time as they are at the time of selling the car.  This show, the dealers are not focusing on customer care.
7. Change the look and increase the Mileage consumption.
8. Improve service and train the service personnel. After sales service is a very important factor in case of automobile sector which may induce buying or stop people from buying the particular brand of vehicle.
9. Maintain the same demand in the market.
10. Provide good product (model) & service according to the needs of changing customer preferences.
11. Introduce more colours in accent.
12. Reduce some bit in the price of xing.
13. Increase after sales service and increase the number of service stations for the continence of customers at different locations at the city.
14. Dropping facility should be provided.
15. Improve crash safety in all the Hyundai vehicles.

Findings:

1. In the analysis of consumer satisfaction with Hyundai cars 100 consumers were interviewed who are Hyundai car owners.
2. The car owners were interviewed at Trident Hyundai Authorized Dealers of Hyundai cars, by visiting to their places like to their residents, offices, shops and on the road side’s and also at the company service station.  The 90% of the data that has been collected is of primary data.
3. Respondents were segmented on the basis of Income, Occupation, Price, Causes, Source of awareness, Comparative analysis with other brands.
4. As per Income group maximum percentage of Hyundai Car owners are in the Income group of 3-5 lakhs and above.
5. As per Occupation group 40% are professionals, 30% are business owners, 10% are government employees.
6. When the cause was analyzed behind the purchase of Hyundai car it was found that the Hyundai car had purchased because of Manufacturer’s reputation and availability of services.
7. When the source of awareness was analyzed, it was found that the awareness of the car more from Friends and Relatives and also from T.V. ads.
8. Customer feels that the Hyundai car is reasonably priced.
9. On the basis of comparison Hyundai car with its competitors like Honda, ford, Hindustan motors, Maruti etc. with respect to the market where the survey was conducted as per the information we have got we can say that 45% of them are satisfied with the performance they had expected from the Hyundai Car.

Conclusion

From the findings and analysis it is clear that Hyundai Car is highly preferred when compared to the other brands of car in the same segment.

With the analysis through the survey conducted for a period of 3-4 months in NCR on the consumer satisfaction of Hyundai Car, the findings and analysis shows that 80% of the consumer are happy with the product performance and also sales service and rest 20% of them says that they are dissatisfied.

Since each customer is like an asset for an organization the company should try to improve in the area of dissatisfaction.

We know that getting new customer is double the cost of retaining the old customer so the company should focus on retaining the old customers whom a in the future purchase the product or recommend others to purchase the product.  Thus they help directly or indirectly for the product sale.

Change is the only think to retain and attract the customers so the company should identify the needs and dry to fulfill them.

Finally we conclude the Hyundai is More Power, More Fun car which is a complete family car and is accepted by most of them and it gives consumer satisfaction as per study undertaken.

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The above article is a summary extract from the dissertation projects of the MBA and BBA students of Skyline College. Skyline, situated in Delhi and Gurgaon (NCR) is a premier institute providing management education specialising in MBA and BBA degrees and specialist courses for travel and tourism as well as mass communication.