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 ANALYSISTABLE-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.