A PROJECT REPORT ON CUSTOMER RELATIONSHIP MANAGEMENT TOWARDS HYUNDAI MOTOR LIMITED

A PROJECT REPORT ON CUSTOMER RELATIONSHIP MANAGEMENT TO WARDS HYUNDAI MOTOR LIMITED AT

KUN HYUNDAI.

R.R.DIST, A.P (2007-2009)

DECLARATION I hereby declare, to the best of my knowledge and belief, that this project titled, “A study on the customer relationship management of Kun Hyundai� is an original work done by me, submitted to the XYZ UNIVERSITY on_______________ 2009, in partial fulfillment of the requirements for the award of the degree of Master of Business Administration, in the academic period of 2007-2009.

I also further declare that this project work has neither been reproduced nor submitted elsewhere to any other university for any other purpose, to the best of my knowledge and belief.

Place:

A.XYZ

Date:

(H.NO: XYZ)

ACKNOWLEDGEMENT With profound gratitude, I express my sincere thanks to Mr.XYZ, principal, XYZ COLLEGE, for given this opportunity of making a humble beginning in this field of research.

I am very grateful to Mr.XYZ, customer relationship manager for their kind permission and guidance to conduct my research work in the company.

With a deep feeling of indebtedness, I convey heartiest thanks to Mr.XYZ, Lecturer and guide for valuable guidance and encouragement at every stage of my study.

I take this opportunity to express my heartfelt thanks to My Parents, friends and others for their valuable suggestion and help in successfully completing this project.

Place:

XYZ

Date:

(H.NO: XYZ)

TABLE OF CONTENTS

CHAPTER-1 INTRODUCTION

CHAPTER-2 OBJECTIVES OF THE STUDY SCOPE OF THE STUDY NEED FOR THE STUDY LIMITATIONS OF THE STUDY

CHAPTER-3 COMPANY PROFILE

CHAPTER-4 RESEARCH METHODOLOGY DATA ANALYSIS & INTERPRETATION

CHAPTER-5 FINDINGS RECOMMENDATIONS

CHAPTER-6 QUESTIONNAIRE BIBLIOGRAPHY

CHAPTER-1 ○ INTRODUCTION

INTRODUCTION CUSTOMER RELATIONSHIP MANAGEMENT A customer is the most important person ever in this office. In person or by mail. A customer is not dependent on us. We are dependent on him.

A customer is not someone to argue or match wits with. Nobody ever won an argument with a customer.

A customer is a person who brings us his wants. It is our job to handle then profitably to him and to ourselves.

Customer relation as a tool for identifying way to create more customer value & satisfaction. Every firm is a synthesis of activities that are performed to design, produce, and market, deliver, and support its product.

Many companies are intent on developing stronger bonds with their

customers-called

Customer

Relationship

Management

(CRM). This is the process of managing detailed information about individual customer and carefully managing all the customers “touch points� with the aim of maximizing customer loyalty...

We can now see the importance of just finding customers, but of keeping and growing them as well. Relationship marketing is oriented toward the long term. Today’s smart companies not only want to create customers, they want to “own” them for life.

Thus customer satisfaction remains an extremely important component in customer loyalty a company will find it difficult to earn customer loyalty without first earning high levels of customer satisfaction. However, companies should also carefully examine customer loyalty itself, which often is better indicator of customer attitudes and behavior.

A successful business must have satisfied customers.

We will treat them, as we would wish to be treated ourselves. They require an excellent service and our work just therefore be undertaken with our customers as the key focus, providing better products and services then our competitors. We will measure the quality of service and look for continual improvements The aim of Customer Relationship Management (CRM) is to produce high customer equity. Customer equity is the total of the discounted lifetime values of all of the firm’s customers. Clearly, the more loyal the customer, the higher the customer equity, rust, Zenithal, and Lemon distinguish three drivers of customer equity; value equity, brand equity, and relationship equity

Literature review of customer management relationship The aim of customer relation ship management(CRM) is the Total of the discounted life time values of all of the firm’s customers.

Clearly,the more loyal the customers,the higher the customer equity, rust.zenithal and lemon distinguish three drivers of customer equity,value equity,brand equity and relationship equity.

Customer relationship management is a comprehensive strategy and process of acquiring,retaining and partnering with selective customers to create superior value for the customer. customer relationship management, TATA Mc.Graw Hill, Jagadish N sheth,Atul paratiyar, G.Shainesh, Pp.6 The training and reorientation of human resources for effective CRM are highlighted.with its incisive exposition and vivid cases,the CRM effectively useful for business and marketing management.

New age international pvt ltd Customer relationship management

By-R.K.Sugandhi Purpose -Increase effectiveness -Improve efficiency

Team Structure Role specification

Programs -account management Retention marking Co-op agreement

Planning process Process alignment Monitoring process communications

Partners -Criteria -process

Relationship performance Strategic Financial Marketing -Retention -Satisfaction -loyalty

Employee motivation Employee training

Evaluation -enhancement improvement

CRM process: The formation process of CRM refers to decisions regarding initiation of relational activities for a firm with respect to a specific group of customers or with respect to an individual customer with whom the company wishes to engage in a cooperative or collaborative relationship. Hence it is important that a company is able to identify and differentiate individual customers. In the formation process, three important decision areas relate to defining the purpose of engaging in CRM; selecting parties for appropriate CRM programs ; and developing programs for relationship engagement with customer.

CRM Implementation Issues: One of the most interesting aspects of CRM development is the multitude of customer interfaces that a company has to manage in today’s context. Until recently, a company’s direct interface with customers, if any, was primarily through sales people or service agents. In today’s business environment most company’s interface with their customers through web sites, marketing departments, fulfillment houses, market and business development personnel from various functional departments. While each of these units could operate interactions with the company on a real time basis. For example , a customers and their placed on order on the internet and subsequently calls the call center for order verification , expects the call center staff to know that she has recently complained dissatisfactory customer service , is not likely to be treated kindly by the customer.

Sales group

Internet

Integrated marketing information system Market developme nt

Marketin g

-Information content -Relation data base -Decision support system -Active intelligence -Communication -User profile

Call Center

Custome r operatio ns/servic e

Information platform for CRM

Growth of CRM: CRM is a concept that adds value to the meaning of customer orientation with the application of information technology to marketing through IT-software, e-commerce and initiatives. The internet broke many barriers and emerged as a successful tool for one of the most effective and fast base of selling and marketing the products where companies encountered new learning curves in terms of how to manage interaction with customers. CRM helps business with technology and human resources to gain insight in to the behavior of customer’s expectations to meet them. Hence forth CRM is the success mantra for today’s business world to retain and satisfy the customers.  There has been a growth in electronic commerce and mobile commerce where they led to the introduction new products, new ways of selling products and services to customers and also new learning curves for companies in terms of managing the relationship with customers.  Large volumes of data generated by interaction with customers have increased the potential for knowledge accumulation for CRM. Companies focus to pay more attention to handle their relationship with their customers to gain and to retain them.  Today many organizations are attempting CRM techniques to focus on the development and retention of customers and successfully with CRM approach. The entire company is participating to understand the behavior patterns of it’s customers to determine their needs to ensure that their company remains customers focused, customer oriented ,and customer centric to provide quick and efficient service.

Four C’s of customer relationship management: Correlate: A series of pf transaction and interaction that make up a dialogue between customer/channel/end user and organization.

Combine: The mapping and management interaction points between a customer/channel/end user and organization.

Cognize: The insight gained through capture and analysis of detailed information it to create continuous learning from the data ware house and knowledge base that is created, integrated and analyzed.

Connect: The application of insight to create relevant interaction or communication with consumers, customers, channels, suppliers and partners that build value relationship.

-CRM, H. Peer mahmed, A. Sagadevan.

CHAPTER-2 ○

OBJECTIVES OF THE STUDY

○

SCOPE OF THE STUDY

○

NEED FOR THE STUDY

○

LIMITATIONS OF THE STUDY

OBJECTIVES OF THE STUDY The main objective is to determine the current relationship management level of the customers with all aspects in regard to ‘Hyundai Motor India Limited’.

Objectives in Detail: 01.

To determine current relationship management

level the Customers with all aspects of their delivery.

02.

To determine key dissatisfaction areas, if any.

03.

To identify different customers needs in regard to a Hyundai Motor car’s services.

04.

To identify what type of marketing strategy is

suitable for

the Company to reach the

targeted customers.

05.

To enable the company’s customer care department to handle the customer’s queries more effectively and efficiently.

06.

To enable the sales team to promote sales effectively through maintaining customer relation.

07.

To obtain substantial grounds to consolidate future efforts in pursuit of total customer satisfaction.

08. satisfaction.

To generate new leads through customer

SCOPE OF THE STUDY The scope of the study is to identify the customer relationship management level towards “Hyundai motor company Limited”. The study was conducted for a period of 45 days covering various places in Hyderabad (laxmi motors) & secunderabad (Talwar motors) City. Primary data was collected from customers. Secondary data was collected from company manuals, magazines and websites and so no. The study gathers information about the customer’s relation maintaining in the car level in regard to Quality of Service, Safety Tips, fuel saving tips, driving tips etc.., customer care service and other values added services provided by the company. It is aimed at enlightening the company about different steps to be taken up to increase the share of Hyundai motor company Limited with regard other competitors and also to make the company to provide better customer services.

NEED FOR THE STUDY Customer relationship management plays a major role for the growth of the company in the modern market scenario.

In the case of ‘Hyundai Motor India Limited’ cars industry due to different network services providers there is a huge competition, to compete with the competition customer’s relation plays a major role for any company.

The purpose of customer relation is not only for retaining the customers but also attracting new customers and increasing the sales and also creating and maintenance of brand awareness.

Customer perceptions attitudes and views regarding the products and services, along with suggestions assume greater importance in the light of new entries and potential competitors, this study is an attempt that directs to facilitate the management in marketing their future decisions in promoting and creating a good image in the society.

LIMITATIONS OF THE STUDY The study is subjected to the following limitations.

1. A portion of the respondents contacted were not precise and genuine in giving Their opinion of satisfaction or dissatisfaction. If accidentally they

had badly. Experience at one instance, they

would mark very poor.

2. To measure the exact level of customer relation the sample size was small.

3. Short time period was inadequate for conducting detailed study among the Customers.

4. The study was restricted to secunderabad city only.

5. The study was limited to the capabilities and willingness of the respondents in

Appropriately answering the questions.

6. Lack of proper awareness still prevails in the market, which is hindering the Growth.

CHAPTER-3 â—‹ COMPANY PROFILE

HYUNDAI MOTOR INDIA Ltd-PROFILE Hyundai Motor India Limited is a wholly owned subsidiary of the Hyundai Motor Company (HMC), S.Korea, a part of the Hyundai Motor Group comprising Hyundai Motor Company, Kia Motors, Hyundai Mobis and other affiliated companies, with a combined turnover of over US$ 50 Billion. Hyundai motor vehicles are sold in 166 countries through 4,504 dealerships and showrooms.

Hyundai has a combined annual sale of over 3 million units and is one of the fastest growing auto manufacturers in the world.

Hyundai Motor India Limited, a wholly owned subsidiary of Hyundai Motor Company (HMC), South Korea, was established in India in December 1997. The integrated manufacturing plant set up at an initial investment of US$ 614 million is presently the largest manufacturing

facility

of

HMC

outside

Korea.

Located at Irrunattukottia, near Chennai, Hyundai Motor India has emerged as a significant driver of the region’s economy by helping co-develop one of India’s largest automotive manufacturing zones supported by over 25 Indo-Korean joint-venture partners and original equipment vendors, jointly employing over 10,000 people.

The company’s maiden launch, Santro, made marketing history by becoming one of India’s best selling compact cars and catapulted Hyundai to the position of India’s second largest carmaker in just six months. The winner of the Business Standard Motoring "Car of the year 1999" and rated the "Best Small Car" in the JD Power Asia Pacific Initial Quality and APEAL studies for three years in a row Santro continues to be India’s most preferred and recommended compact car.

Launched in 1999, Accent has also stood its ground against some of the best-known global brands to emerge as a leader in the Indian mid-size cars segment. Offering one of the most extensive and technologically advanced product line-ups in this segment, Accent has topped the JD Power APEAL customer satisfaction study and the segment sales for two years a row.

Sonata, launched in 2001, showcased Hyundai Motor India’s capability to produce high-end luxury automobiles. The flagship of the Hyundai stable in India, currently has a market share of near 26 percent. After the success of all its three brands in India, Hyundai has recently launched its flagship bearer model, the Terracan,

in

India

With indigenization levels of over 90 percent and the capability to produce world-class automobiles HMI has emerged as the second largest exporter of passenger cars with the cumulative exports crossing the 50,000 units landmark since HMI started exporting cars in December 1999. This year HMI is all set to

commence its exports to the demanding global markets of North America and thus establish HMIL as the global export hub for the compact Santro segments of cars.

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. HMIL has sold over 500,000 cars in a record time of just over 5 years since commencement of commercial production in September 1998.

Backed by an over 300-location strong countrywide sales and services network, the company crossed the 1, 00,000 units mark in an annual sales during 2002 and sold a cumulative 3, 50,000 cars in a record time of 50 months since commencement of commercial production in October 1998 and 5,00,000 units in December 2003. HMIL has also been awarded the benchmark ISO 14001 certification for its sustainable environment management practices.

The company is investing an additional US$ 220 Mn to expand capacity at this plant to 250,000 units a year in line with its recent designation as HMC’s global export hub for small cars and to cater to its upcoming product launches India Hyundai Motor India Limited (HMIL) is a wholly owned subsidiary of Hyundai Motor Company, S. Korea and is the second largest and the fastest growing car manufacturer in India. HMIL

presently markets over 18 variants of passenger cars across four models, the Santro in the B segment, the Accent in the C segment, the Sonata in the E segment and the Terracan in the SUV segment.

The company recorded combined sales of 150,741 units during calendar year 2003 with both Accent & Santro emerging leaders in their respective segments.

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. The company is investing an additional US$ 220 Mn to expand capacity at this plant to 250,000 units a year in line with its recent designation as HMC’s global export hub for small cars and to cater to its upcoming product launches India.

HMIL has sold over 500,000 cars in a record time of just over 5 years since commencement of commercial production in September 1998 and is all set to emerge as one of the largest exporters

of

passenger

cars

and.

ISO STANDARD FOR QUALITY HMIL was recently awarded the benchmark ISO 14001 certification for its sustainable environment management practices.

Hyundai Motor India has been awarded the benchmark ISO 14001 certification for its sustainable environment management practices. Living up to its commitment of providing global standards of quality and 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'. TUV SUDDEUTSCHLAND and covered areas like Awareness Training, Technology Up gradation, Recycling, Waste Management and fulfilling Government Regulations did the assessment

HMI is also working on a backward integration strategy that will support vendors of the company in implementing EMS.

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 reduce pollutant emissions and processes for preservation of natural resources and energy along all the stages of the product lifecycle from production, sales, 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, Asan and Jeonju in S.Korea.

Hyundai, as a responsible corporate citizen is committed to sustainable social development and the preservation of the environment. All the company's key manufacturing units, including the Indian plant have the ISO 14001 certification for its Environment management practices. As a part of its social responsibility programs, the company conducts various campaigns to spread awareness of incar safety and safe driving practices, particularly targeted against drunken driving, speeding, etc.

As a part of its community development projects, the company has adopted a few villages around its factory in Tamilnadu

and has been working towards the social and economic development of these villages, assisting them in the areas of primary health care, education, basic amenities and employment opportunities.

PRODUCTS OF THE HYUNDAI FAMILY The products of Hyundai Company were classified in five categories. They are the SANTRO, ACCENT, SONATA, and TERRACAN & ELANTRA

A New Shining Dawn. Here Comes the Sun Again Presenting the next generation Santro. All new Santro Xing A stunning example of modern automobile design and continuous customer feedback driven advancement. Tall, wide and uniquely different, the new santro Xing has a distinctly European styling. While its sleek lines and pleasing curves and contours will capture your heat. The compact outer dimensions, combined with its sporty stance, will ignite passion of driving into the sun and makes it

stand out in a crowd of old hatchbacks& jelly bean shapes. So step into the santro .add sunshine to your life The new Santro Xing comes with all new looking feel exterior styling. That, coupled with new advanced features, offers the best comfort & luxury in your favorite compact car. New bigger& brighter clear headlamps, smiling radiator grille, power operated rear windows with child lock and lots of other smart features likes the seat under tray are the hallmarks of your sunshine car.

Key Technical Specifications

Dimension & weight

SANTRO XING

Overall Length (mm)

3565

Overall width (mm)

1525

Overall Height (mm)

1590

Wheelbases (mm)

2380

Seating Capacity

5

Rear Track (mm)

1300

Fuel Tank Capacity (L)

35

Engine

SANTRO XING

Model Designation

Hyundai Epsilon

Engine Configuration

in-line 4-cylinder 12-val

SOHC Fuel system Displacement

Transmission Manual

multipoint fuel injection 1086cc

SANTRO XING 5 speed forward with Overdrive in 4th &

5th Automatic

Electronically controlled 4 speeds

forward With overdrive in 4th

Rate Santro Xing

Colours

SANTRO XING 4, 50,000 lack

There are nine colors in Santro Xing

they

are Forest Dew (VD), Bright Silver (QO), Noble White (NW), Ebony Black (EB), mystic Lavenders (UM), Passion Red (QR), Satin Grey (LK), Husky Blue (UZ) & Fairy Leaf (UO)

The ACCENT TORNADO Power your Passion Experience the adrenal rush, feel the blood pumping, step on that accelerator and turn your wild side on. Your quest for power ends here. The new ACCENT TORNADO a lethal combination of power and drop dead looks. While the super power of the 1.6 litters, 103 ps, DOHC engine takes you to dizzy height; the sporty rear spoiler and the 14-inch alloys empower you to take complete control.

Nothing surprising, because at Hyundai we strive to make out cars withstands the test of time and of course, your demand dynamics.

1.6 DOHC ENGINE

Technology that delivers power to catapult you beyond everything else.

The fire within you now finds a perfect match. When you turn on the 1.6 liter, 103 ps, DOHC engine (Dual Overhead Camshaft), you re-ignite your ever-burning desire for power. And with that unforgiving 14.4kgm torque, high velocity dual intake and exhaust ports, asymmetric rockers, harmonically balanced cranks and tumble airflow, you couldn’t have asked for more. You’ll agree this awesome combination will make the ACCENT TORNADO the most powerful car on Indian roads for you to stay ahead of the pack

Key Technical Specifications

Dimension & weight

ACCENT

Overall Length (mm)

4250

Overall width (mm)

1670

Overall Height (mm)

1405

Wheelbases (mm)

2440

Seating Capacity

5

Front track (mm)

1435

Rear Track (mm)

1425

Fuel Tank Capacity (L)

45

Engine Model Designation Configuration

ACCENT Hyundai Alpha in-line 4-cylinder 16-

valvDOHC Fuel system

multipoint fuel

injection Displacement

Transmission Manual 5th Automatic speeds forward

1599cc

ACCENT 5 speed forward with Overdrive in 4th & Electronically controlled 4 with overdrive in 4th

Rate

ACCENT

ACCENT

6, 50,000 lacks

Colours There are seven colors in ACCENT.

They are

Forest Dew (VD), Bright Silver (QO), Noble White (NW), Ebony Black (EB), Suave Blue (UL), Prime Beige (TU) & modern grey (MP)

PRESENTING THE SONATA S20 The first glimpse of a SONATA S20 will a always take your breath away. And it is easy to see why: the sweeping lines that impose a rare authority on the road. The long menacing hood, the generous boot skirting down gracefully to meet asphalt. The feline double headlights that flare into each other. The classic grille and the proud aquiline SONATA S20 ‘beak’ on the imperious bonnet.

This is a car worthy of a modern day Caesar.

But you would do well to shale yourself out of this spell.

And allow yourself a glimpse of what really makes the SONATA S20 the best luxury car on Indian roads. The Hyundai SONATA S20 is powered by the latest version of Hyundai’s Sirius engine 2 liters, inline, 16 valve DOHC, MPFI layout, sporting a 5-speed manual transmission and electronic distributor less ignition system. This generation as much as 133.8 ps of power at 6000 rpm and a torque of 16.7 kgm at 4500 rpm.

Key Technical Specifications Dimension & weight

SONATA

Overall Length (mm)

4747

Overall width (mm)

1820

Overall Height (mm)

1422

Wheelbases (mm)

2440

Seating Capacity

5

Front track (mm)

1435

Rear Track (mm)

1425

Fuel Tank Capacity (L)

45

Engine Model Designation Configuration

SONATA Sirius DOHC in-line 4-cylinder 16-

valvDOHC Fuel system

multipoint fuel

injection Displacement

Transmission Manual Automatic forward

1997cc

SONATA 5 Speed-Manual Overdrives Electronically controlled 4 speeds with overdrive in 4th

Rate SONATA

Colors

11, 20,000 lacks

There are five colors in

SONATA. They are

Noble White (NW), Ebony Black (EB), Exotic Silver (TT), Satin Grey (LK) &Husky Blue (UZ)

SECOND SALE OF HYUNDAI FAMILY Protrusion

of models transparent deals easier financing

and entry of auto giants have helped used car sales more than double in five years.

The next time you visit a car show room do not just cheers out the vehicles price features and deals on offer add to the check list the cars performance in the second hand market the price the demand and the availability of your favorite car in the second hand market could be your best guide to buying a new vehicle and you don’t have to take the words of roadside car dealer there are now broad estimates of how much car bought today can be sold for after two years of ownership for years the invisible and unorganized of the 60,000 crore automobile industry.

The used car market is finally getting a shape, a size and most importantly some transparency. A recent study done by NFO automotive provides some useful in sights in to the resale values of different vehicles in India Musty Utility vehicles (MUVS). Command the Maximum resale price on average a Musty Utility vehicles (MUVS) owner can sell his vehicle at 57% of the purchases price after two years of use. Among the cars the impact category has the highest second-hand value. In that category Hyundai’s SANTRO ranks first, commanding resale value equipment to 60% if its purchases price after two years of ownership Maruthi’ s three models –Zen, Alto and wagon-R occupy the second, third and fourth ranks in this segment

First Among Second Resale values of car’s after two years of ownership as a percentage of purchases price Maruti ------------------------------------------------------------ 55% Maruti Omni ---------------------------------------------------- 54% Hyundai Santro --------------------------------------------------60% (1st Rank) Maruti Zen ------------------------------------------------------

-58%

Maruti Alto ------------------------------------------------------ 56% Maruti wagon-R --------------------------------------------------55% Tata Indica Diesel ----------------------------------------------- 58% Fiat Uno ----------------------------------------------------------

-43%

Ford Ikon ---------------------------------------------------- ----

58%

Maruti Esteem --------------------------------------------------- 51% Opel Corsa -------------------------------------------------------

55%

Hyundai Accent ------------------------------------------------- 59% Honda city ------------------------------------------------------

56%

Mit Subishi Lancer --------------------------------------------- 49% Maruti Baleno ---------------------------------------------------- 49%

CHAPTER-4 â—‹ RESEARCH METHODOLOGY

â—‹ DATA ANALYSIS & INTERPRETATION

RESEARCH METHODOLOGY QUESTIONNAIRE OR SURVEY METHOD The survey technique is intended to secure one or more items of information from a sample of respondents who are representatives of a larger group. The information is recorded on a form known as questionnaire. As data are gathered by asking questions from persons who are believed to have desired information, the method is also known as questionnaire technique.

Reasons for wide use of this method.

1 It can secure both qualitative and qualitative information directly from the respondents.

2 It is the only method of directly measuring attitudes and motivations.

3 It is quite flexible in term of the types of data to be assembled, the method of collection or the timing of research.

A questionnaire is simply a formalized set of questions for eliciting information. As such, its function is measurement and it represents the most common from of measurement in marketing research. Although the questionnaire generally is associated with surveys, it is also frequently the measurement instrument in experimental

designs

as

well.

When

a

questionnaire

is

administered by means of telephone or by a personal interview, it often is termed as interview schedule, or simply schedule.

Questionnaire involves seven basic steps: 1 Preliminary consideration

2 Question content

3 Question wording

4 Response format

5 Question sequence

6 Physical characteristics of the questionnaire

7 Pretest

For quantitative research, the primary data collection instrument is the questionnaire, which can be sent through the mail to selected respondents for self-administration, or can be administration by a trained interviewer in person.

Consumers are often reluctant to take the time to respond to

surveys.

For

this

reason,

researchers

have

found

that

questionnaires must be interesting, objective, unambiguous, easy to complete, and generally not burdensome to motivate respondents to answer truthfully and completely. To ensure validity, questionnaires are per tested and debugged before widespread distribution. The format of the questionnaire, and the wording and sequence of the question, affects the validity of the responses.

The questionnaire itself can be disguised or undisguised as it to its true purpose. A disguised questionnaire yields more truthful answer when compared to the disguised questionnaire. Question can be open-ended question or close ended questions. Open-ended questions yield more insight information than the closed ended questions. Close-ended questions are relatively simple to tabulate and analyze, but the answers are limited to the alternative responses provided.

Advantages 1 Versatility 2 Speed 3 Cost Disadvantages 1 Unwillingness of respondents to provide information 2 Inability of respondent to provide information 3 Influence of questioning process

Uses of survey method 1We can have a factual survey together with facts 2We can have an opinion survey to secure personal opinions or thinking an a particular matter 3Interpretative survey can be conducted to probe into personal felling, motives, and attitudes of the respondents.

Types of survey 1 Through mail 2 Telephone 3 Personal interview PERSONAL INTERVIEW It is a direct form of investigation, involving face-to-face communication with a free feed back of information. It offers sense of participation to the respondents. It is more flexible from of data collection. The use of unstructured, open-ended questions is possible. The rate of refusal is low. Depth interviews are possible. We can get accurate information. Personal interviews, or face-to-face interviews as they are often called, are of two distinct types-interviews at the respondent’s house and the interview at some other place.

Personal interview are widely used in marketing research.

In a personal interview, the interview asks the questions of the respondent face-to-face situation. The interview may take place at any place. Personal interview involve social interaction between the respondent and the interviewer. This interview often yields more accurate response than any other interview. Personal interview can be longer than any other type of interviews. Social motive play an important role in personal interviews. The amount of effort required of the respondents is generally less in personal interview when compared to other. However, personal interviews have the additional advantage of allowing by the respondent. The ability if interviewers to alter question, their appearance, their manner of speaking, the cues provided and the way they probe can be a disadvantage. The danger of interviewer effects is greatest in case of personal interview.

In personal interview the interviewer can, by observing the respondent closely, be sure that the respondent understands the question. An emerging type of personal interviewing is the in-store intercept. In-store intercept interview involves interviewing individuals inside retail outlets who sell the said product category. The from of gathering information may be verbal, or the data may be acquired in writing.

Advantages 1 This method is considered to be the most important and is superior to the other two methods, mainly because it combines two features of getting information questioning and observation.

2 It is feasible to collect the maximum information from most of the selected respondents. This method is adaptable and flexible. The rate of the response and the accuracy of reporting are the highest in personal interviewing.

3 The interview can be longer when the questionnaires are long.

Asking a large number of questions in the shortest possible time can cover more points.

4 The interviewer is an active participant. He can regulate the order of the presentation.

5 Accurate data, which have more likely to be accepted, are likely to be generated by this method.

6 Most reliable of the survey methods because of face-to-face contact 7 Questions can be longer and more complex than with other methods

8 With skilled observations and probing, respondent can be encouraged to answer questions fully 9 Representative of samples can be well controlled.

Limitations 1It is the most expensive and most time consuming method. An individual interview may last only for a half an hour; but traveling, locating the respondent, and submitting the report- these do take a considerable time.

2Administrative problems are enormous. The personal contact

method

needs

a

large

organization

of

investigators, supervisors, interviewers, statisticians and other experts. Besides, it needs large sized office staff.

The control of scores of these persons, who are widely scattered in the field and office, it is very difficult.

3Some

respondents

such

as

high

executives may be difficult to contact

level

business

4Personal bias of individual interviewers can affect results

5Reliability

of

face-to-face

interviewing

depends

on

integrity and skill of interviewers, which in some cases may be lacking.

6Bias may play a central role. It very badly affects the overall research task. In a personal interview, distorted and enormous information may be obtained because of the bias introduced by both the interviewers and respondent. Moreover, studies have shown that most interviewers

do

not

confine

themselves

to

the

instructions given to them. In all probability, they are interrupted to suit their own convenience. Biased information also occurs from

the desire of

the

respondents to influence the interviewer supplying information that raises the prestige of the respondent.

FIELD EXPERIMANTS Field experiments are characterized by a high degree of realism. The typical manner of obtaining this realism in marketing studies is to vary the independent variable in the marketplace.

Unfortunately, field experiments are also characterized by a relative lack of control. This lack of control often extends to the independent variable as well as to extraneous variables.

Many field’s experiments require cooperation from wholesalers\retailers. However, this cooperation is often difficult to secure. Retailers who have a policy of price-cutting may refuse to carry a product at the specified price, or they may be reluctant to assign prime shelf-facings to an untried product.

Fieldwork is the most important method of data collection.

Basically, it is the communication between the researcher and the respondent. Communication can collect a wide range of data. Here the researcher does not have to predict when and where the behavior will occur or wait for its occurrence.

However, it is proven fact that more percent of data collection programs are done and are possible with a questionnaire, which is an effective tool of the communication method.

1

It is done outdoors in the field

2

Field

personal, mail

research

includes

or telephonic

communication

interview.

3

Expensive, time consuming, difficult.

4

Based on actual field work

5

Verification possible

6

May be trained with interviewers bias

7

Extensively used technique.

methods

by

RESEARCH PROCEDURE

1Briefings from the company 2Research design and planning 3Data collection 4Analyzing the information 5Qualitative and quantitative studies.

Briefings from the company HMIL presently markets over 18 variants of passenger cars across four models, the Santo in the B segment, the Accent in the C segment, the Sonata in the E segment and the Terracing in the SUV segment. In the fiscal year 2003, all Hyundai brands emerged as leaders in their respective market segments.

Hyundai

motor

company,

the

top

automobile

manufacturer of Korea, entered India through a wholly-owned subsidiary ‘Hyundai Motor India’ in 1996 Research design and planning Research design For analyzing the collected data, an in depth, an in-depth research analysis was framed and various statistical tools and techniques were also used for the same purpose.

Research plan In the study, systematic procedure of collecting the data I order to analyze and interpret it in a methodical way has been adopted.

Data Collection The collection of information is ascertained through two principal Sources: 1). Primary Data 2). Secondary Data

1. Primary Data Meaning: primary sources of data are the data which needs the personal efforts of collect it and which are not readily available.

Primary source of data are the other type of sources through which the data was collected.

Following are few ways in which the data was collected: i) Questionnaires: Its set of questions on a sheet of paper was being given to the respondents of fill it, bases on which the data was interpreted. ii) Direct interviewing: Direct interviewing involved the process where I asked the questions directly to the customers and I got the feedback.

2. Secondary Data Secondary sources are the other important sources through which the data were collected.

These are the readily available sources of the data where one had need pot put mush effort to collected, because it is already been collected and part in an elderly manner by some researchers, experts and specialties

The secondary sources helpful for study were

1.

Textbooks like marketing management

research

methodology advertisement promotion

etc.

2. Internet was made use for the collection of the data.

3. Newspapers were also referred.

4. Business magazines were referred.

5. Some journal was also referred

3.

Sample size: By using judgment random sampling technique 100

respondents

are selected for the purpose of the study.

A direct questionnaire method for customer’s who have Hyundai 4.

motor cars

Period of the study:The study is undertaken in the month of 3-12-2008 to 20-01-2009.

5.

Research approach

The survey method was adopted for collecting the primary data.

Survey research is the systematic gathering of data

respondents

through questionnaire

6. Research instrument Survey technique using collected the data for this research study Interview method guided by questionnaire.

7.

Method of control Questionnaire and personal interviews are the method that

I have used for contacting customers.

DATA ANALYSIS& INTERPRETATION

1.Source of Awareness: The customers were enquired about the source of awareness with regard to the showroom. This will help to know as to which source is playing a major role in creating awareness among the customers.

TABLE 1 In Awareness Advertisements Dealers Marketing Team Comp. Layout TOTAL

numbers 26 21 44 9 100

In percentage 26 21 44 9 100

Sourceof awareness 9%

26%

Advertisements Dealers

44%

Marketing Team

21%

Comp.Layout

Interpretation: Out of the responses obtained from 100 customers, 44% said that they became aware of the showroom through the “marketing team” set up by the showroom owner.26% said the source was “advertisements”,21% said “dealers” only 9% said it is “company layout”.

People having a car: 2.The following table is regarding the number of people out of the sample who possessed a car. This would be useful in comparing the responses of the people who already own a car with those of who were buying a new car. Let’s see responses.

TABLE 2

Possessing a Car Ye No TOTAL

In

In

numbers 81 19 100

percentage 81 19 100

People having a car

19% Yes No 81%

Interpretation: Out of the 100 respondents 81% of them were found to “possess” a car and rest were those who were planning to buy one”.

3.Ambience of the showroom: The other factor, which needs attention, is the “ambience” of the showroom. This will help to know as to how the customers perceive this particular showroom in comparison with other showrooms. Let’s see the responses.

TABLE 3 In Ambience Excellent Pleasant Usual Poor TOTAL

numbers 49 23 18 10 100

In percentage 49 23 18 10 100

Ambience of showroom 60 50

49 49

40 In numbers

30

23 23

In percentage

18 18

20

10 10

10 0 Excellent

Pleasant

Usual

poor

Interpretation: From the above chart it can be seen that 59% of respondents opting that the ambience of the showroom is “ excellent and lively”, 23% of them found it “pleasant” and very less i.e., 18% of them stated it to be “usual”.

4.Staff response: One of the major factor which has great role in “CRM” is “ Staff response” with regard to a customer query or grievance. Lets see the responses

TABLE 4 In Staff Response Cooperative Responsive Noncooperative TOTAL

numbers 33 56 11 100

In percentage 33 56 11 100

Staff response 56

60

56

50 40

33

33

In numbers

30

In percentage

20

11

11

10 0 Cooperative

Responsive

Noncooperative

Interpretation: The above chart shows that, most of the customer i.e., 33% of them found the showroom staff to be very “cooperative” and a major percentage i.e63% of them felt the staff is “responsive” than cooperative. (Respond only when asked, without having any personal initiation) and 4% of them rated the staff to be “uncooperative”.

5. Time taken: The other factor having a vital role in “CRM” is the “time taken” in attending a customer query. A short time taken implies that “service is very quick”. Let’s see the responses.

TABLE 5 In Time Taken numbers Very Quick 26 Reasonable 52 Delayed 22 TOTAL 100

In percentage 26 52 22 100

Time taken

22

26 Very Quick Reasonable Delayed

52

Interpretation: A look at the above chart shows that the “time taken” is reasonable as stated by 52% of the respondents.26% of them found it to be “very quick”. 22% said it is “delayed”. This needs to be considered very seriously.

6.Sales executive performance: The following table is regarding “sales executive” role in explaining the features of the car to customer. This helps to know how effective he is in his job. Lets see the responses.

TABLE 6 In Explanation Convincing Satisfactory Unless asked TOTAL

numbers 24 33 43 100

In percentage 24 33 43 100

Sales exicutive explanation 50 45 40 35 30 25 20 15 10 5 0

43 33 24

43

33

24

In numbers In percentage

Convincing

Satisfactory

Unless asked

Interpretation: Out of the 100 respondents, 24% of them felt the explanation to be “convincing”, 33% felt it as “satisfactory” and major percentage, 43% feel it to be “not convincing”. According to them “sales executive” doesn’t explain all the features “unless asked”. This kind of responses needs to be considered with seriousness.

7. Financial facilities: The following table is regarding the customer convenience with regard to the “financial facilities” provided by the showroom. Lets see the responses.

TABLE 7 In Financial facilities Convenient Mod. Convenient Inconvenient TOTAL

numbers 37 46 17 100

In percentage 37 46 17 100

Financial Facilities 50 45 40 35 30 25 20 15 10 5 0

46 37

46

37

In numbers 17

Convenient

Mod. Convenient

17

In percentage

Inconvenient

Interpretation From the responses it can be understood that the financial facilities provided by the showroom are perceived by 46% of respondents as “moderately convenient”, 37% feel them to be “convenient”. Very few i.e. 17% feel them to be “inconvenient”.

8.Processing procedure: This table is regarding the processing procedure involved in providing these financial facilities.

TABLE 8 Processing

In

In

procedure Simple Moderate Complex TOTAL

numbers percentage 19 19 33 33 48 48 100 100

Processing procedure of loan facilities

19% 48%

Simple Moderate

33%

Complex

Interpretation: A look at the above chart shows that “processing procedure” involved for availing these financial facilities are “very complex” as stated by 48% of the respondents.33% stated it to be “moderate”. Only 19% of them stated it to be “simple”.

9. After sales service: Customer opinion about the after sales service is a major indicator of the effectiveness of “CRM� in this showroom. Lets see the responses.

TABLE 9 After sales service Excellent Good Satisfactory Poor Very poor

In numbers 3 20 61 6 10

TOTAL

In percentage 3 20 61 6 10

100

100

After sales service 70

61 61

60 50 40

In numbers

30 10

In percentage

20 20

20 3

6

3

10 10

6

po or Ve ry

Po or

fa ct or y Sa tis

G oo d

Ex ce lle nt

0

Interpretation: As much as 61% of the respondents stated the “after sales service” to be satisfactory. This shows that the after sales service in not much effective as stated by the respondents.20% of the respondents said thit was “good”, only 3% as excellent. What needs to pay attention is almost 16% found it to be “poor”.

10.Colour Variants: This table is regarding the availability of colors in this showroom. Lets see the responses.

TABLE 10 Availability of

In

In

colors Wide Limited Very few TOTAL

numbers 67 21 12 100

percentage 67 21 12 100

Availability of colours

12% 21%

Wide Limited Very few

67%

Interpretation: From the above chart it can be understood that “wide range “ of colors is available in this showroom as stated by 67% of the

respondents.21% said that this showroom contains “limited colors”, 12% stated “only few colors are available”.

11.Suggesting to friends: The following table is regarding the customer likeliness in suggesting this showroom to other friends.

TABLE 11 Suggesting to

In

In

friends Yes No TOTAL

numbers 68 32 100

percentage 68 32 100

Customer suggesting to others

32% Yes No

68%

Interpretation: A look at the chart shows that, 68% of the customers are very likely to suggest this showroom to their friends/relatives. The 32% of the customers who are reluctant to suggest this showroom are those who didn’t find the after sales service to be “good”.

12. Ability of showroom: This table is regarding the customer opinion about the ability of showroom in meeting the customer needs and expectations. Lets see the responses.

TABLE 12 Ability of

In

Showroom Excellent Good Satisfactory Poor Very poor TOTAL

numbers 38 12 27 16 7 100

In percentage 38 12 27 16 7 100

Ability of showroom 38 38 27 27 In numbers

16 16

12 12

In percentage

oo r

Po or

Ve ry p

Sa tis

fa cto ry

7 7

Go od

Ex ce lle nt

40 35 30 25 20 15 10 5 0

Interpretation: From the above chart it can be seen that, 38% of the rated it as excellent as compared to other showrooms. Another majority of respondents i.e,27% of them stated it as “ satisfactory”. Almost 46% of the respondents said it is “poor”.

13.Overall experience: The following table is regarding overall all experience of the customer with this showroom. This is a clear indicator of the effectiveness of “CRM” of this showroom. Lets see the responses.

TABLE 13 Overall

In

In

experience Excellent Good Satisfactory

numbers 34 20 25

percentage 34 20 25

Poor Very poor TOTAL

15 6 100

15 6 100

Overall experience 34 34 25 25 20 20

In numbers

15 15

In percentage

po or

Po or

6

Ve ry

Sa tis

fa ct or y

6

G oo d

Ex ce lle nt

40 35 30 25 20 15 10 5 0

Interpretation: Out of the 100 respondents, 34% have stated their experience as “excellent”, 20% as “good”, 25% as “satisfactory”. And on overall 42% have stated it as “poor”. This shows that on the whole customers are just “satisfied” with the services offered at this showroom.

CHAPTER-5 ○ FINDINGS ○ RECOMMENDATIONS

FINDINGS

From the responses of 200 customers the findings can be listed as: 1. It has been found that the marketing team appointed by the showroom authority has played a major role in creating awareness among the people. A few stated that they came to know about this showroom through advertisements.

2. The ambience of the showroom is “excellent” as stated by more than 50% of the customers. This is a good indicator.

3. The important area of “CRM” staff response is found to be “responsive” rather than cooperative. It seems “staff” doesn’t respond until asked for. This may have negative impact on the perception of the customers about this showroom.

4. Time taken to provide the services required by the customers is considered as “reasonable” by most of the passengers, almost 52%. Only few said it is “quick”.

5. It seems most of the customers found the “sales executive explanation” just “satisfactory” than “convincing”. Few (86out of 200) even stated that sales executives don’t explain all the features unless asked.

6. The “financial facilities” offered by the showroom seems to be Moderately convenient. But few others also stated them to be “inconvenient”. Inconvenient because of the affordability.

7. The processing procedure is considered by (48% of respondents) as very complex & time consuming. They don’t find it very convenient.

8. The “after sales service” is stated by most i.e.61% as “satisfactory” and a very few stated it as “excellent” and “good”.

16% have even stated it to be “poor” which needs to be considered seriously.

9. The availability of varied colors in this showroom seems to be very wide as stated by 67% of respondents. It shows that customer is given a big choice in matter of color of the car.

10.

The ability of showroom in maintaining recent models,

quick staff, ambiences etc all these features are found to be “excellent” as stated by 38% of the passengers.27% have stated it to be “satisfactory”. It is also observed that 23% find it to be “ poor”.

11.

The overall experience of the customer is found to be

“excellent” as stated by 34% of the respondents. Very few rated their experience as “poor”. The factors behind the opinion need to be analyzed.

12.

As much as 68% of passengers have stated that they are

very likely to suggest this showroom to their friends/relatives. It is an indication of high satisfaction levels.

RECOMMENDATIONS An attempt has been made to suggest to the CRM department of the showroom a few measures. These recommendations have been made within the purview of the data available.

1. The staff should be trained on regular basis, such that customers find them very cooperative.

2. The time taken in providing the required service by the customer should be minimum. Prompt, effective and less time consumptions are the important factors, which determine customer relationship management.

3. The sales executive should be trained adequately so as to “convince� the potential buyers, because his performance on job has great impact on CRM. 4. The financial facilities should be more customer friendly .The less the complications, the more affordable for the customer.

5. The processing procedure needs to be made simple as much of the respondents stated it to be complex and time consuming.

6. After sales service should be more customized. A toll free facility should be introduced which help the customer to tell their problem .If possible a mobile unit can be maintained so that customer need not have to bring their car to the showroom in case of minor problems.

7. These days most of the people wish to have some graphics over their cars. This may be a mix of color shades, some additional components etc. Showroom may try to provide these kind of customized solutions not requiring the customer to go at some other place.

8. Most people who buy cars wish to have fancy numbers. They spend considerable amounts to get these fancy numbers.

Showrooms may work in this aspect and get into agreement with the registration office to provide these fancy numbers at a low cost.

9. More EMI schemes can be introduced as customer fined it more convenient in paying a EMI.

10.

A call to the customers at regular intervals to know the

working of car so that prompt service can be provided in case of need.

CHAPTER-6 ○ QUESTIONNAIRE ○

BIBLIOGRAPHY

QUESTIONNAIRE Dear Customer, I am an MBA student of, N0BLE PG COLLEGE, NADEDRGUL doing a survey on Customer relationship management with regard to this showroom. I would be grateful to you if you could spare a few minutes to fill this questionnaire.

1. Do you own a car?

Yes/No.

a. If yes, please specify_________________________.

2. How do you come to know about Hyundai Motor Company? b. Advertisements c. Dealers d. Marketing team e. Company Layout 3. How do you find the ambience of this showroom? f. Excellent g. Pleasant h. Usual 4. How do feel the staff responsiveness when you enter the show room? i. Cooperative j. Responsive k. Noncooperative

5. What do you feel about the time taken by the customer care dept of this showroom in meeting your needs? l. Very Quick m. Reasonable n. Delayed 6. How do you find the sales executives explanation about the car features? o. Convincing p. Satisfactory q. Unless asked 7. How does this showroom compared with the others provide the financial facilities? r. Convenient s. Moderately convenient t. Inconvenient 8. How do you find the processing time taken here for the financial facilities provided? u. Simple v. Moderate w. Very complex

9. How do you rate the after sales service of this showroom?

x. Excellent y. Good z. Satisfactory

10.

aa.

Poor

bb.

Ver y poor

How do you find the availability of choice of car colours in this showroom? cc.Wide range

11.

dd.

Limited

ee.

Very few

Will you suggest this showroom to your friend’s/relatives? ff. Yes gg.

12.

No

How do you find the ability of our showroom compared to others in the city? hh.

Excellent

ii. Good jj. Satisfactory kk.Poor ll. Very Poor

13.

How is your overall experience with this showroom?

mm.

Excellent

nn.

Good

oo.

Satisfactory

pp.

Poor

qq.

Very Poor

14)

Are you think that good after sales service is provided to i. Customers of Hyundai cars? ii.

○ Yes

iii.

○ No

Personal Profile: Name: Occupation: Address: Contact No. Thank you for your valuable time

BIBILIOGRAPHY

1.

Indian Management

2.

principles of marketing

3.

Marketing Management ● PHILIP KOTLER

4.

Marketing research ●

5.

G.C. BERI

Customer Relationship Management -William G.Zikmund -Raymond Mc.Leod,JR, -Faye W.Gilbert,Pp.83

6.TATA Mc.Graw Hill,Marketing Management, -Rajan Saxena -Pp.455,518

Web siteswww.hyundai.com www.google.com