a study on consumer preference towards hyundai car
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An Empirical Study on Consumer Preference Towards Hyundai Cars in Salem City
ABSTRACT
Due to the emergence of globalization and liberalization, there is a stiff competition among the variety of car industries, which
are focusing attention in capturing the Indian markets. Cars, though considered as luxury one, now occupy a part of dayto-day
life and have become a necessity. Salem, which is selected for the study, is one of the main growing markets for car
manufactures. People who were not ready to spend their money on luxuries have now changed their attitude that ‘Yesterday’s
luxuries are today’s necessities. At present, people have no reservation in spending money on the purchase of cars for
enjoying the benefits already stated. To be a successful marketer, it is absolutely essential to read the minds and options of
the prospective buyers of cars. In addition to the above, the due weightage which is given by the Government for the growth
of passenger car industry and the involvement of the consumers in the selection of a particular brand of car have also made
the researcher to undertake a study on the passenger car industry with special reference to the preferences, behaviour and
satisfaction of owners of Hyundai cars in Salem city.
Introduction
The present day socio-economic settings are very much
different from what it was in the 1970’s and 1980’s. Values
are changing with the changing dates. There is a growing
demand among the people for a better quality of life. By
and large there is an improved awareness of our physical
and social environment. Such socio and economic changes
pose major challenges to business in general and to
marketing in particular. As a result, marketing executives
have started developing a social orientation and are expected
to be aware of and alive to their social responsibilities.
Consumer behaviour is one of the most important phenomena
in the purchase of any product. This is relatively
often studied concept in marketing management. Whatever
study has been conducted in marketing, the ultimate end is
the consumer. The success of various brands and products
depends on the consumer’s choice. Naturally all the products
are going to reach the consumer, and it is necessary
that the consumer has to respond by way of purchasing.
The concept of the consumer behaviour is defined in various
perspectives.
Literature Review
Gulshan S.V. (1994) has pointed out the position Indian
consumer and their problem. He has pointed out the consumer’s
protection act and its allied acts. The details of
redressed machine ries at District, state and national levels
form the highlights. The important decisions attaching consumers
have been discussed in the book. Rajmohanshan
(1996) studied the origin and growth of consumer movement
for the organization of consumer disputes redressed
forum and the awareness of consumer.
Conclusion
• It is inferred from the analysis that 51.23 percent of the
respondents stated that the source of information about
the Santro car is through advertisement, for I-10 50.59
percent through advertisement, for Accent 43.94 percent
of the respondents through advertisement, Verna 37 percent
of the respondents through advertisement and I-20
40.98 percent of the respondents through advertisement
and it is concluded that there is a highly significant association
between the Model and source of information.
• It is revealed from the analysis that there is highly significant
association between Model and source of advertisement.
• From the analysis it is observed that the majority of the respondents
prefer the finance mode of purchase (55.84%)
rather than cash mode it is concluded that there is a highly
significant association between the Model and Mode of
purchase.
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The Hyundai Motor Company is a South Korean multinational automotive manufacturer headquartered in Seoul, South Korea. The company was founded in 1967 and, along with its 32.8% owned subsidiary, Kia Motors, together comprise the Hyundai Motor Group, which is the world's fifth largest automaker based on annual vehicle sales in 2012.[needs update] In 2008, Hyundai Motor (without Kia) was ranked as the eighth largest automaker.As of 2012, the Company sold over 4.4 million vehicles worldwide in that year, and together with Kia, total sales were 7.12 million.