A Study on Consumer Satisfaction of Hyundai Car Users with Special Reference to Coimbatore City

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  1. A Study on Consumer Satisfaction of Hyundai Car Users with
    Special Reference to Coimbatore City




    INTRODUCTIONThe most primitive means of transport are the human beings. Due to the increase in the activities of man, it took a forward step (domestic animals). Then were introduced wheeled carts. It was an important development in the history of transport. But the progress in transport was very slow before the industrial revolution. After industrial revolution in the 18th century, there occurred a revolutionary change in each and every sphere of the economy. Due to that, there is increase in the production. Increase in trade leads to increase in the transportation system. In India, as in many other countries, the auto industry is one of the largest industries. It is one of the key factors of the economy. The industry comprises of automobile and the auto components sectors and encompasses commercial vehicles, multi utility vehicles, passenger cars, two wheelers, three wheelers, tractors and related automobile components. The industry has shown great advances science de-licensing and opening up of the sectors to FDI in 1993. It has deep forward and backward linkages with the rest of the economy, and hence, has a strong multiplier effect. This results in the auto industry being the driver of the economic growth and India is keen to use it as a lever of accelerated growth in the country.

    OBJECTIVES OF THE STUDY1. To study the reason for selecting and level of satisfaction about the services of Hyundai car in Coimbatore city.
    2. To study the users opinion regarding the performance of Hyundai car in Coimbatore city.

    HYPOTHESIS OF THE STUDY1. There is no relationship between personal factors like occupation, and purpose of satisfaction.
    2. There is no relationship between personal factors like age, occupation, income and satisfaction regarding car performance.

    SOURCES OF DATAThe primary objective of the study is to ascertain the Hyundai car users and their satisfaction level in Coimbatore city. The study is first of its kind and mainly based on primary data. The Primary data was collected through the questionnaires administered to different types of selected sample respondents. The secondary information's were collected from different sources like newspapers, magazines, journals, books, websites, pamphlets and so on., for which the researcher approached various institutions like., Bharathiar University Library, Coimbatore and Research Learning Centre, PSG School of Management, Coimbatore.

    STATISTICAL TOOLS USED FOR ANALYSISThe primary data have been collected from the potential respondents from different areas and has been properly sorted, classified, edited, tabulated in a proper format and analyzed by deploying appropriate statistical tools. The statistical tests are conducted at 5 per cent level of significance. Statistical tools like Percentage Analysis, Two way table, Chi-square test and Weighted Average score analysis are used.

    SAMPLING TECHNIQUESFor the purpose of analysis, the data has been collected from three hundred consumers of Hyundai car users in Coimbatore city. The samples have been selected on the basis of convenient random sampling techniques. The data has been tabulated and statistically interpreted whenever and wherever needed.

    REVIEW OF LITERATURE

    Ranganathan (2005)
    has conducted a study on consumer markets and buying behaviors of cars and found that most of the respondents are focused towards "mileage" in a car. They were suggested that Hyundai cars should be designed in such a way that the actual fuel efficiency obtained is the same as that being promised people have rated the pricing to be reasonable, but resale value of santro is very low as compared to other brands.

    Rajan, Vijaya (2005) in their study mentioned that easier and faster mobility of people and goods across the region, countries and continents is a cherished yeatning of mankind. The automobile industry, particularly the light commercial vehicle segment potential for facilitating this mobility with reference to both passengers and freight movement is enormous. Wheels of development across the globe would have to be powered by this industry.

    Dr.V.K.Kaushik and Neeraj Kaushik [south west haryana] in their study on brand preference and recommendations on various cars. Hyundai and maruthi dominates this market region. Consumers in this region are influenced by friends, family, and relatives rather than by dealer and sales persons. Consumers are happy with its performance, quality, dealer networks, after sales services provided and they are ready to recommend it to others also. Brand name, fuel efficiency and price were found to be primary determinant for buying cars in this region.

    Chidambram Etal (2004) in his opinion the consumer given more importance to fuel efficiency than other factors. They believe that the brand name tells them something about products quality, utility, technology and them he likes. The consumers satisfied with their cars for high fuel efficiency, good quality, technology durability and reasonable price.

    K.Vidhyakala (2000) has conducted a study on comfortable family car in Coimbatore city market survey for cars in Coimbatore city for Chandra Hyundai. The finding was that a tremendous market existed the santro cars for comfortable family car.

    Hawkins Etal (2004) has conducted the study on life style produce needs and desires. It's ultimately affected the decision making of each consumer feelings and emotions are very important in consumer purchase decisions and also have an effect on the satisfaction.

    PERCENTAGE ANALYSIS
    TABLE-1AGE OF THE RESPONDENTS


    AGE


    NO. OF RESPONDENTS

    PERCENTAGE

    Upto 30 years

    90

    30

    30-40 years

    84

    28

    40-50 years

    101

    34

    Above 50 years

    25

    08

    Total

    300

    100

    Source: Primary Data

    The above table shows that 30 percent of the respondents are in the age group of upto 30 years, 28 percent of the respondents are in the age group of 30-40 years, 34 percent of the respondents are in the age group of 40-50 years and remaining 08 percent of the respondents are in the age group of above 50 years. It is concluded that majority of the respondents are in the age group of 40-50 years.TABLE-2
    GENDER OF THE RESPONDENTS
    GENDER


    NO. OF RESPONDENTS

    PERCENTAGE

    Male

    233

    78

    Female

    67

    22

    Total

    300

    100

    Source: Primary DataIt is clear from the above table that 78 percent of the respondents are male and 22 percent of the respondents are female. It is concluded that majority of the respondents are male.

    TABLE-3
    EDUCATIONAL QUALIFICATION OF THE RESPONDENTS
    EDUCATIONAL QUALIFICATION


    NO. OF RESPONDENTS

    PERCENTAGE

    School

    23

    08

    Graduate

    145

    48

    postgraduate

    132

    44

    Total

    300

    100

    Source: Primary DataThe above table reveals that 08 percent of the respondents are educated at school level, 48 percent of the respondents are educated at graduate level and remaining 44 percent of the respondents are educated at post graduate level. It is concluded that majority of the respondents are educated at graduate level.

    TABLE-4
    OCCUPATION OF THE RESPONDENTS
    OCCUPATION


    NO. OF RESPONDENTS

    PERCENTAGE

    Business

    109

    36

    Profession

    138

    46

    Employee

    53

    18

    Total

    300

    100

    Source: Primary Data It is obvious from the above table that 36 percent of the respondents are business people, 46 percent of the respondents are professional people and remaining 18 percent of the respondents are employee. It is concluded that majority of the respondents are professional people.

    TABLE-5
    INCOME OF THE RESPONDENTS
    INCOME LEVEL PER ANNUM


    NO. OF RESPONDENTS

    PERCENTAGE

    Upto 4 lakhs

    75

    25

    4-6 lakhs

    149

    50

    6-8 lakhs

    76

    25

    Total

    300

    100

    Source: Primary DataIt is inferred from the above table that 25 percent of the respondents are earning income upto Rs.4 lakhs, 50 percent of the respondents are earning income of Rs.4-6 lakhs and remaining 25 percent of the respondents are earning income of Rs.6-8 lakhs. It is concluded that majority of the respondents are earning income of Rs.4-6 lakhs.

    TABLE-6
    TYPES OF CAR SIZE
    CAR SIZE


    NO. OF RESPONDENTS

    PERCENTAGE

    Small size car

    162

    54

    Medium size car

    103

    34

    Large size car

    35

    12

    Total

    300

    100

    Source: Primary DataThe above table shows that 54 percent of the respondents are having small size car, 34 percent of the respondents are having medium size car and remaining 12 percent of the respondents are having large size car. It is concluded that majority of the respondents are having small size car.

    TABLE-7
    PURPOSE OF SATISFACTION
    PURPOSE OF SATISFACTION


    NO. OF RESPONDENTS

    PERCENTAGE

    Personal

    120

    40

    Business

    63

    21

    Office

    40

    13

    Luxury

    77

    26

    Total

    300

    100

    Source: Primary DataThe above table shows that 40 percent of the respondents are using the car for their personal purpose, 21 percent of the respondents are using for business purpose, 13 percent of the respondents are using for office purpose and remaining 26 percent of the respondents are using for luxury purpose. It is concluded that majority of the respondents are using the car for their personal purpose.
  2. TABLE-8
    NUMBER OF YEARS USING THE CAR
    USING PRESENT CAR


    NO. OF RESPONDENTS

    PERCENTAGE

    1-2 years

    41

    14

    2-4 years

    52

    17

    4-6 years

    114

    38

    Above 6years

    93

    31

    Total

    300

    100

    Source: Primary DataThe above table reveals that 14 percent of the respondents are using the car for 1-2 years, 17 percent of the respondents are using for 2-4 years, and 38 percent of the respondents are using for 4-6 years, and remaining 31 percent of the respondents are using for above 6 years. It is concluded that majority of the respondents are using the car for 4-6 years.

    TABLE-9
    SATISFACTION REGARDING PERFORMANCE OF HYUNDAI CAR
    PERFORMANCE OF HYUNDAI CAR


    NO. OF RESPONDENTS

    PERCENTAGE

    Highly Satisfied

    71

    24

    Satisfied

    217

    72

    dissatisfied

    12

    04

    Total

    300

    100

    Source: Primary DataThe above table shows that 24 percent of the respondents are highly satisfied regarding performance of Hyundai car, 72 percent of the respondents get and remaining 04 percent of the respondents are dissatisfied regarding performance. It is concluded that majority of the respondents get satisfied regarding performance of Hyundai car.

    TWO WAY TABLE & CHI-SQUARE TEST

    TABLE-10
    RELATIONSHIP BETWEEN EDUCATION QUALIFICATION AND TYPES OF CAR SIZE USED
    EDUCATION


    SMALL SIZE CAR

    MEDIUM SIZE CAR

    LARGE SIZE CAR

    TOTAL

    School

    16

    07

    00

    023

    Graduate

    74

    51

    20

    145

    Postgraduate

    72

    45

    15

    132

    Total

    162

    103

    35

    300

    Source: Primary DataThe above table reveals that relationship between education qualification and types of car size used, 162 respondents are having small size car out of which 74 respondents are graduate, 103 respondents are having medium size car out of which 51 respondents are graduate and remaining 35 respondents are having large size car out of which 20 respondents are graduate.
    Calculated value

    Degrees of freedom

    Table value

    Accepted/rejected

    Level of significance

    5.289

    4

    9.488

    Accepted

    5%


    The calculated value (5.289) is less than the table value (9.488). The null hypothesis is accepted. There is no significant difference between educational qualification and types of car size.TABLE-11
    RELATIONSHIP BETWEEN OCCUPATION AND TYPES OF CAR SIZE USED
    OCCUPATION


    SMALL SIZE CAR

    MEDIUM SIZE CAR

    LARGE SIZE CAR

    TOTAL

    Business

    59

    33

    17

    109

    Profession

    65

    58

    15

    138

    Employee

    38

    12

    03

    053

    Total

    162

    103

    35

    300

    Source: Primary DataThe above table reveals that relationship between occupation and types of car size used, 162 respondents are having small size car out of which 65 respondents are professionals, 103 respondents are having medium size car out of which 58 respondents are professionals and remaining 35 respondents are having large size car out of which 17 respondents are business man.
    Calculated value

    Degrees of freedom

    Table value

    Accepted/rejected

    Level of significance

    11.926

    4

    9.488

    Rejected

    5%


    The calculated value (11.926) is more than the table value (9.488). The null hypothesis is rejected. There is significant difference between occupation and types of car size.TABLE-12
    RELATIONSHIP BETWEEN AGE AND PURPOSE OF SATISFACTION
    AGE


    PERSONAL

    BUSINESS

    OFFICE

    LUXURY

    TOTAL

    Upto 30 years

    38

    22

    10

    20

    90

    30-40 years

    44

    16

    12

    12

    84

    40-50 years

    26

    21

    16

    38

    101

    Above 50 years

    12

    04

    02

    07

    25

    Total

    120

    63

    40

    77

    300

    Source: Primary DataThe above table reveals that relationship between age and purpose of satisfaction, 120 respondents are satisfied for personal purpose out of which 44 respondents are in the age group of 30-40 years, 63 respondents are satisfied for business purpose out of which 22 respondents are in the age group of upto30 years, 40 respondents are satisfied for office purpose out of which 16 respondents are in the age group of 40-50 years and remaining 77 respondents are satisfied for luxury purpose out of which 38 respondents are in the age group of 40-50 years.
    Calculated value

    Degrees of freedom

    Table value

    Accepted/rejected

    Level of significance

    21.171

    9

    16.919

    Rejected

    5%


    The calculated value (21.171) is more than the table value (16.919). The null hypothesis is rejected. There is significant difference between age and purpose of satisfaction.TABLE-13
    RELATIONSHIP BETWEEN OCCUPATION AND PURPOSE OF SATISFACTION
    OCCUPATION


    PERSONAL

    BUSINESS

    OFFICE

    LUXURY

    TOTAL

    Business

    48

    15

    12

    34

    109

    Profession

    48

    36

    19

    35

    138

    Employee

    24

    12

    09

    08

    053

    Total

    120

    63

    40

    77

    300

    Source: Primary DataThe above table reveals that relationship between occupation and purpose of satisfaction it is found, 120 respondents are satisfied for personal purpose out of which 48 respondents are both the business and professions, 63 respondents are satisfied for business purpose out of which 36 respondents are professions, 40 respondents are satisfied for office purpose out of which 19 respondents are professions and 77 respondents are satisfied for luxury purpose out of which 35 respondents are professions.
    Calculated value

    Degrees of freedom

    Table value

    Accepted/rejected

    Level of significance

    11.331

    6

    12.592

    Accepted

    5%


    The calculated value (11.331) is less than the table value (12.592). The null hypothesis is accepted. There is no significant difference between occupation and purpose of satisfaction.TABLE-14
    RELATIONSHIP BETWEEN AGE AND SATISFACTION REGARDING CAR PERFORMANCE
    AGE


    HIGHLY SATISFIED

    SATISFIED

    DISSATISFIED

    TOTAL

    Upto 30 years

    22

    62

    06

    90

    30-40 years

    18

    64

    02

    84

    40-50 years

    24

    74

    03

    101

    Above 50 years

    07

    17

    01

    25

    Total

    71

    217

    12

    300

    Source: Primary DataThe above table reveals that relationship between age and satisfaction regarding car performance, 71 respondents are highly satisfied regarding car performance out of which 24 respondents are in the age group of 40-50 years, 217 respondents are satisfied regarding car performance out of which 74 respondents are in the age group of 40-50 years and remaining 12 respondents are dissatisfied regarding car performance out of which 6 respondents are in the age group of upto 30 years.
    Calculated value

    Degrees of freedom

    Table value

    Accepted/rejected

    Level of significance

    2.352

    6

    12.592

    Accepted

    5%


    The calculated value (2.352) is less than the table value (12.592). The null hypothesis is accepted. There is no significant difference between age and satisfaction regarding car performance.
  3. TABLE-15RELATIONSHIP BETWEEN INCOME LEVELS AND SATISFACTION REGARDING CAR PERFORMANCE
    INCOME LEVEL


    HIGHLY SATISFIED

    SATISFIED

    DISSATISFIED

    TOTAL

    Upto 4 lakhs

    19

    054

    02

    075

    4-6 lakhs

    29

    114

    06

    149

    6-8 lakhs

    23

    049

    04

    076

    Total

    71

    217

    12

    300

    Source: Primary DataThe above table reveals that relationship between income levels per annum and satisfaction regarding car performance, 71 respondents are highly satisfied regarding car performance out of which 29 respondents are earning of income of Rs.4-6 lakhs, 217 respondents are satisfied regarding car performance out of which 114 respondents are earning of income of Rs.4-6 lakhs and 21 respondents are unsatisfied regarding car performance out of which 6 respondents are earning of income of Rs.4-6 lakhs.
    Calculated value

    Degrees of freedom

    Table value

    Accepted/rejected

    Level of significance

    4.128

    4

    9.488

    Accepted

    5%


    The calculated value (4.128) is less than the table value (9.488). The null hypothesis is accepted. There is no significant difference between income level and satisfaction regarding car performance.

    WEIGHTED AVERAGE SCORE ANALYSIS:TABLE-16
    WEIGHTED AVERAGE SCORE AND RANK
    S.NO


    FACTORS

    WEIGHTED AVERAGE SCORE

    RANK

    1.

    Mileage per Liter

    2.16

    1

    2.

    Safety

    2.20

    4

    3.

    Convenience

    2.24

    3

    4.

    Service

    2.15

    5

    5.

    Interior decoration

    2.17

    7

    6.

    Air cooler

    2.14

    8

    7.

    Tier mileage

    2.09

    9

    8.

    Resale value

    2.31

    6

    9.

    Vehicle design

    2.26

    2


    It has been found that from the weighted average score analysis, among the various factors level of satisfaction by using the Hyundai car, mileage has ranked 1st with average score of 2.31, vehicle design has ranked 2nd with average score of 2.26, convenience has given 3rd rank with average score of 2.24, safety has given 4th rank with average score of 2.20, service has given 5th rank with average score of 2.17, resale value has given 6th rank with average score of 2.16, interior decoration has given 7th rank with average score of 2.15, air cooler has given 8th rank with average score of 2.14 and tier mileage has given 9th rank with average score of 2.09.

    FINDINGSSimple Percentage AnalysisIt has been found that (78%) of the respondents are male members, (48%) of the respondents are graduates, (50%) of them are earning the income of Rs.4-6 lakhs per annum, (54%) of the respondents are having small car, (40%) of the respondents are using the car for their personal purpose and (72%) of the respondents are satisfied regarding Hyundai car performance.

    Two Way TableWhen compare with the personal factors like age, education qualification, occupation and income, 162 respondents are having small car, 120 respondents are using the car for their personal purpose and 217 respondents are satisfied with the car performance.

    Chi -Square Test

    Factors


    Age

    Educational

    Occupational

    Income

    Purpose of satisfaction

    --

    --

    *

    Satisfaction regarding performance

    *

    --

    *

    *


    *Significant-- No significant

    It has been found that there is no significant relationship between personal factors like age, educational qualification with the purpose of satisfaction by using the car.

    It has been found that there is significant relationship between occupation purposes of satisfaction by using the car.

    It has found that there is significant relationship between age, occupation and income level with satisfaction regarding car performance.

    It has been found that there is no significant relationship between educational qualifications with satisfaction regarding car performance.

    Weighted Average Score AnalysisIt has been found that among the various factors given for selection, the respondents ranked 1st for mileage with average score of 2.31, and the least rank of 9th for Tier mileage.

    SUGGESSTION On the basis of this research work, majority of the respondents offered suggestion to improve after sales service.

    CONCLUSIONRoad transport plays a very important role in this modern world, in which car has attract many people because of its various added advantages and technologies, such as they had given more importance to small size cars for personal use. The consumers also got satisfied regarding the performance, good looking, resale value, vehicle design and safety of the Hyundai cars and maintaining their car by private mechanics, they are ready to recommend it to others also.

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