AURORA’S POST-GRADUATE COLLEGE

Accredited by NAAC with‘ A+’ Grade

PROJECT SYNOPSIS

Name of the Student : THAKUR AMAN SINGH

Course : MBA

Academic Year : 2021-2023

Hall Ticket No : 1302-21-672-195

Title of the Project : CONSUMER BEHAVIOUR

NAME OF THE COMPANY: HYUNDAI MOTORS LIMITED

Name of the Guide :

Date of Submission :

Signature of the Student Signature of the Guide

College Seal
 A

SYNOPSIS ON

CONSUMER BEHAVIOUR

AT

HYUNDAI MOTORS LIMITED

Project Synopsis submitted in partial fulfillment for the award of the Degree

of

MASTER OF BUSINESS ADMINISTRATION

By

THAKUR AMAN SINGH

1302-21-672-195

AURORA’S POST-GRADUATE COLLEGE

Accredited with ‘A+’Grade by NAAC

Ramanthapur, Hyderabad – 500 013

(2021-23)
 TABLE OF CONTENTS
S. No Description Page No

1 INTRODUCTION

1.1 Definition of Expatriate -

1.2 Need for the Study -

1.3 Problem Statement -

1.4 Significance of the Study -

1.5 The Objectives of the Study -

1.6 The Hypotheses of the Study -

1.7 Scope of the study -

2 REVIEW OF LITERATURE

2.1 Theoretical Reviews -

2.2 Articles -

3 RESEARCH METHODOLOGY

3.1 Research Design -

3.2 Sampling Procedure -

3.3 Sample Size -

3.4 Methods of Data Collection -

3.5 Questionnaire Design -

3.6 Reliability test -

3.7 Statistical Tools -

CHAPTERIZATION -

BIBLIOGRAPHY -
INTRODUCTION

Consumer behavior refers to the mental and emotional process and the observable behavior
of consumers during searching, purchasing and post consumption of a product or service.
Consumer behavior involves study of how people buy, what they buy, when they buy and
why they buy. It blends the elements from psychology, sociology, social psychology,
anthropology and economics. It also tries to assess the influence on the consumer from
groups such as family, friends, reference groups and society in general

Buyer behavior has two aspects: the final purchase activity visible to any observer and the
detailed or short decision process that may involve the interplay of a number of complex
variables not visible to anyone.What influences consumers to purchase products or services?
The consumer buying process is a complex matter as many internal and external factors have
an impact on the buying decisions of the consumer.

When purchasing a product there several processes, which consumers go through. These will
be discussed below.

Purchase decision

Through the evaluation process discussed above consumers will reach their final purchase
decision and they reach the final process of going through the purchase action e.g. The
process of going to the shop to buy the product, which for some consumers can be as just as
rewarding as actually purchasing the product. Purchase of the product can either be through
the store, the web, or over the phone.

Post Purchase Behavior

Ever have doubts about the product after you purchased it? This simply is post purchase
behavior and research shows that it is a common trait amongt purchasers of products.
Manufacturers of products clearly want recent consumers to feel proud of their purchase, it is
therefore just as important for manufacturers to advertise for the sake of their recent
purchaser so consumers feel comfortable that they own a product from a strong and reputable
organization. This limits post purchase behavior. i.e. You feel reassured that you own the
latest advertised product.
Factors influencing the behavior of buyers.

Consumer behavior is affected by many uncontrollable factors. Just think, what influences
you before you buy a product or service? Your friends, your upbringing, your culture, the
media, a role model or influences from certain groups?

Culture is one factor that influences behavior. Simply culture is defined as our attitudes and
beliefs. But how are these attitudes and beliefs developed? As an individual growing up, a
child is influenced by their parents, brothers, sister and other family member who may teach
them what is wrong or right. They learn about their religion and culture, which helps them
develop these opinions, attitudes and beliefs (AIO) . These factors will influence their
purchase behavior however other factors like groups of friends, or people they look up to may
influence their choices of purchasing a particular product or service. Reference groups are
particular groups of people some people may look up towards to that have an impact on
consumer behavior. So they can be simply a band like the Spice Girls or your immediate
family members. Opinion leaders are those people that you look up to because your respect
their views and judgments and these views may influence consumer decisions. So it maybe a
friend who works with the IT trade who may influence your decision on what computer to
buy. The economical environment also has an impact on consumer behavior; do consumers
have a secure job and a regular income to spend on goods? Marketing and advertising
obviously influence consumers in trying to evoke them to purchase a particular product or
service.Peoples social status will also impact their behavior. What is their role within society?
Are they Actors? Doctors? Office worker? and mothers and fathers also? Clearly being
parents affects your buying habits depending on the age of the children, the type of job may
mean you need to purchase formal clothes, the income which is earned has an impact. The
lifePerformence of someone who earns £250000 would clearly be different from someone
who earns £25000. Also characters have an influence on buying decision. Whether the person
is extrovert (out going and spends on entertainment) or introvert (keeps to themselves and
purchases via online or mail order) again has an impact on the types of purchases made.
STATEMENT OF THE PROBLEM
Selling of any product, there is needed to build relationship with customer. For building a

relationship there is need for knowing the customer behavior and how will be they satisfied.

This project is undertaken to know the customer behavior & satisfaction level for Hyundai.

Also through this project get awareness that which factors affect on the selling of cars mainly

in the urban area.

SIGNIFANCE OFD THE STUDY

People are the prime factor for any organization to maintain the effectiveness and thus
develop the right focus for the people, so that each one perceives as clearly as possible his
position in the cycle of growth and prosperity of the organization. Agendas will have to be
drawn in such a manner and communicated so effectively that the individual is able to enjoy a
meaningful life in the organization, endowed with authority and responsibility for the role he
plays. “One should be able to see for oneself the impact of the contributions one has made
towards the growth and prosperity cycle of the organization. As a matter of fact the
relationship between the people and the organization should be so designed that each one is
here to experience the pleasure of winning and pain of losing. People alone are of no
significance unless and until they have an intimate and continuous interaction with the
process”.
NEED / PURPOSE OF THE STUDY
Customers consider various factors for purchasing of products at HYUNDAI MOTORS. The

factors they consider are based on certain demographic variables such as income, age,

occupation etc.

Some of the areas that are considered are:

Consumer recognition of a problem in their lives and the attempt to solve it by buying

something. How consumers search for things that they need. How consumers evaluate the

products that they buy. What is the impact on dissatisfaction on consumer purchases? How

do consumers make purchase decisions? What kinds of advertising is the most effective.
OBJECTIVES OF THE STUDY
1. To study the buying motives of the customers regarding purchasing at HYUNDAI

MOTORS

2. To gain an understanding of the theories and concepts of Buyer Behavior.

3. To find respondents reasons for purchasing the products of HYUNDAI MOTORS.

4. To know Customer Service satisfaction from the respondent.

 HYPOTHESIS OF STUDY

H0: Age has no significant effect on Consumer Behaviour.

Ha: Age has significant effect on Consumer Behaviour.

2) H0: Price has no significant impact on Consumer Behaviour.

Ha: Price has significant impact on Consumer Behaviour.

3) H0: Quality has no significant impact on Consumer Behaviour.

Ha: Quality has significant impact on Consumer Behaviour.

4) H0: Availability of brands have no significant impact on Consumer Behaviour.

Ha: Availability of brands have significant impact on Consumer Behaviour.

5) H0: Social media/social media influencers have no significant impact on Consumer

Behaviour.

Ha: Social media/social media influencers have significant impact on Consumer Behaviour.

6) H0: Brand name has no significant impact on Consumer Behaviour.

Ha: Brand name has a significant impact on Consumer Behaviour.

 SCOPE OF THE STUDY
Customer do not buy services, they buy satisfaction, hence marketers must be clear about the

satisfaction the customer is seeing the check out whether the customers are getting the actual

satisfaction. This study helps the marketers to take necessary steps to gain the competitive

advantage competitor

The study helps to predict further behavior intentions of the customers such as intention to

repurchase, intention to increase the usage, intention to recommend the product and service to

others Today the customers have wide variety of motorcar to chose

LITERATURE REVIEW
CONSUMER BEHAVIOR
A competitor, in order to achieve the loyalty of the customers, offer an endless
information flow on the products and services and thereby continuously educates the
customer about the opportunities in the market. Therefore today even an ordinary person is
in possession of the large amount of data to use for the purpose of making a decision as to
which products/ services he would go in for. The competitive environment is making the
customer wisher day by day and he is able to take a large number of decisions on his own.
The experts’ advice of the olden days is being replaced by the customer’s own wisdom. This
is making the market place more complicated and unpredictable. The customer is getting
smarter today and he is able to decide his own money’s worth and therefore, organization
across the board are `pursuing the customer’s views to streamline their business strategies to
remain customer- worthy.
People are the prime factor for any organization to maintain the effectiveness and thus
develop the right focus for the people, so that each one perceives as clearly as possible his
position in the cycle of growth and prosperity of the organization. Agendas will have to be
drawn in such a manner and communicated so effectively that the individual is able to enjoy a
meaningful life in the organization, endowed with authority and responsibility for the role he
plays.
“One should be able to see for oneself the impact of the contributions one has
made towards the growth and prosperity cycle of the organization. As a matter of fact the
relationship between the people and the organization should be so designed that each one is
here to experience the pleasure of winning and pain of losing. People alone are of no
significance unless and until they have an intimate and continuous interaction with the
process”.
Therefore organization have to take continuous care to update their quality of the
people and that of processes simultaneously so that a healthy relationship is built up and
maintained making the relationship happy and healthy one. This, when done, should generate
in people a sense of entrepreneurship ownership of the organization.
“Since the customer are the main focus of any organization its structure should be so
flat i.e., people fluently interact with the customer and maintain continuous feedback about
the customer’s moods and methods in order to shape its business portfolio and strategies”.
 It is very important to find whether the fundamentals of the organization are getting
strong as desired. It is therefore rightly said that a well trained army with quality arms and
ammunitions and with a sense of involvement can got the nations frontiers inn desirable and
dependable manner similarly: people at the operation level with superior competency and
capability supplied with superior products and strategies can acquire a place for an
organization in the market place. Retail outlets are the contact points of the customers and
therefore the image of the organization largely depends upon the quality of the people
managing the interventions and transactions at the level.
ARTICLES

2.2 ARTICLES

ARTICLE - 1

TITLE : The description of Consumer Behaviour

AUTHOUR: A. Abdul Brosekhan& Dr. C. MuthuVelayutham

JOURNAL: IOSR Journal of Business and Management (IOSR-JBM), (2017)

ABSTRACT: In Present Marketing Scenario, the Study of Consumer Behaviour has become

essential. Consumers are the kings of markets. Without consumers no business organization

can run. All the activities of the business concerns end with consumers and consumer

satisfaction. Customer behaviour study is based on Consumer Behaviour, with the customer

playing the three distinct roles of user, payer and buyer. Consumer Behaviour has become an

integral part of strategic market planning. In order to develop a framework for the study

Consumer Behaviour it is helpful to begin by considering the evolution of the field of

consumer research and the different paradigms of thought that have influenced the discipline.

As described in this article, a set of dimensions can be identified in the literature, which can

be used to characterize and differentiate, the various perspectives on consumer research. It is

argued that Consumer Behaviour itself emerged as a distinct field of study during the 1960s;

and is characterized by two broad paradigms, the positivist and the non-positivist. The

positivist paradigm encompasses the economic, behavioral, cognitive, motivational / trait /

attitudinal, and situational perspectives; these perspectives are referred to as the traditional

perspectives as they pre-date the development of the non-positivist paradigm. The positivist

paradigm,

which is still the dominant paradigm, emphasizes the supremacy of human reason and that

there is a single, objective truth that can be discovered by science. The opposing, non-

positivist paradigm, envelops the interpretive and postmodern perspectives, which have
emerged more recently during the period post-1980 to date. The rational view and the

ideology of a homogenous social culture and thereby deny the complex social and cultural

world in which consumers live. The traditional, positivist perspective takes a very utilitarian

approach to the benefits from consumption. While the non-positivist perspectives place much

greater emphasis on the symbolic dimensions of choice. The objective of non-positivist

research endeavor is to achieve a better understanding of Consumer Behaviour with no

specific intent to influence consumer processes. This article aims to identify different streams

of thought that could guide future consumer research.

ARTICLE– 2

TITLE : Consumerism

AUTHOUR:Miss. Anjali Bhalerao& Dr. Rajesh Kumar Pandey

JOURNAL: International Journal of Engineering Technology Science and Research Volume

4, Issue 8 (August 2017)

ABSTRACT: The success of every business depends entirely upon the satisfaction of its

consumers. In order to get this right, businesses have to know the buying behaviour of their

customers. The knowledge of Consumer Behaviour leads to the understanding of reasons

why consumers differ from one another in buying or using products and availing services.

Consumers receive stimuli from the environment, and responds to the stimuli in terms of

either decision on buying or not buying the product. Thus the study of Consumer Behaviour

is one of the most important in business management education, because the purpose of a

business is to acquire and retain customers. This study attempts to gather understanding on

the concept of Consumer Behaviour while reviewing the literature available on the study of

Consumer Behaviour across the Industries. This is a descriptive study attempted through the

help of secondary data. The understanding gathered & presented is indicative in nature & not

exhaustive. The elements of Consumer Behaviour are essentially required to be studied in

order to sustain the competitive business environment.

ARTICLE - 3

TITLE :A Study on Consumer Behaviour towards organized retail stores

AUTHOUR:Dr. S. Kumar

JOURNAL: International Journal of Management Research & Review, Volume 5/Issue

12/Article No-2/1124-1133 (Dec. 2015)

ABSTRACT: The purpose of this research work is to find out the Consumer Behaviour

towards organized retail stores in erode district. The objective of this study is to get the

feedback about consumer perception, attitude and satisfaction at the retail stores. The

research design used in this study is descriptive research design. Multiple regression analysis

is a statistical technique that can be used to analyze the relationship between a single

dependent variable and several independent variables. The collected data includes personal

details, consumer opinion in the retail stores, services and current benefits provided in the

retail stores, rewards, about their autonomy, recognition and competitiveness. The

preferences of the consumers clearly indicate their importance of Consumer Behaviour in

influencing their purchase, the additional facilities expected, improvement expected in

handling defective goods and many. The study was restricted only to erode district. So the

results cannot be generalized. Some of the consumers are not serious in their responses to the

survey and as a result there are some difficulties in reaching to the right conclusion. The

results may help the management of Retail stores to understand about the factors that

influence the consumer perception, attitude and satisfaction towards organized retail stores
ARTICLE: 4

TITILE: An experimental investigation of Consumer Behaviour in a controlled environment.

AUTHOR: Battalio, R. C., Kagel, J. H., Winkler, R. C., Fisher, E., Basmann, R. L.,

Krasner L. (1974)

JOURNAL: Consumer Research Published by

Volume: Vol. 1

Year and Date of Publication: 1974

ABSTRACT

This article analyzes 12 years of recent scholarly research on Consumer Behaviour published

in the five leading international journals in this field. Analyzing academic contributions to a

specific area of research provides valuable insights into how it has evolved over a defined

period. The approach was to briefly discuss content analysis and its application in scholarly

literature review studies. The methodology used here involves the classification of topics to

evaluate key trends in Consumer Behaviour literature. It includes a ranking of topics

published, typology of the published articles, the research classification in terms of

methodologies, and analysis techniques. The most cited articles in the field and within each

journal are also examined. The comprehensive literature review of Consumer

Behaviour research undertaken in this article could advance the discipline of Consumer

Behaviour research by elucidating the evolution of Consumer Behaviour literature in the

studied period.
ARTICLE: 5

TITILE: A Study on Factors Influencing on Buying Behaviour of Customers

Author: Sunil Naranje and Sudarshan Pawar

JOURNAL: Research journal

VOLUME: 15

Year and Date of Publication: 2015

ABSTRACT
In Present Marketing Scenario, the Study of Consumer Behaviour has become essential.
Consumers are the kings of markets. Without consumers no business organization can run.
All the activities of the business concerns end with consumers and consumer satisfaction.
Customer behaviour study is based on Consumer Behaviour, with the customer has become
an integral part of strategic market planning. In order to develop a framework for the study
Consumer Behaviour it is helpful to begin by complying the three distinct roles of user, payer
and buyer. Consumer Behaviour side ring the factors which impacts on Consumer Behaviour
as well as the evolution of the field of consumer research and the different paradigms of
thought that have influenced the discipline. As described in this article, a set of dimensions
can be identified in the literature, which can be used to characterize and differentiate the
various perspectives on consumer research.
The objective of the research Endeavour is to achieve a better understanding of Consumer

Behaviour with the factors influence consumer buying processes. This article aims to identify

different streams of thought that could guide future consumer research.

This research paper mainly focuses on Automobile (Four wheeler) Customers and their

buying behaviour in Pune city. Descriptive type research design used in the study. Sample

size is 265 Customers who own a car. Convenience sampling technique is used in the

research. Data is collected through structured questionnaire. Data is analyzed through using

Excel and various statistical tools. Findings are derived from the data analysis and required

suggestions are given.

RESEARCH METHODOLOGY
A research design is a logical and systematic plan prepared for directing a research study it

specifies the methodology and technique to be adopted for achieving the objectives. It

constitutes the blueprint for the collection, measurement and analysis of data.

The main aim of the study is to know the buying motive at hyundai Motors India Limited.

The study is descriptive in nature. Surveys are best-suited method for descriptive research.

So survey method is used for the study.

The preparation of a research plan for a study aids in establishing direction to the study and

knowing exactly what has to be done and how and when it has to be done at every stage.

A research plan describes the boundaries of research activities and enables the research to

channel his energies in the right work. With clear research objectives, in view the research

can proceed systematically towards his achievements.

SOURCES OF DATA

PRIMARY METHOD:

The research measures the experiences of customers. Defines and analyses the experiences

based on key deliverables. Gains insights into Customer expectations. Primary data are those,

which are collected fresh and for the first time and this happen to be original in character. In

this study primary data was collected by interview schedule method

SECONDARY METHOD:

Secondary data are those, which are collected from existing data. Secondary data for this

study include appropriate material from newspaper, Magazines, Broachers, Company

Reports, Standard Text Books, and information from Internet has also been acquired

wherever necessary.

DATA COLLECTION INSTRUMENTS:

The instrument used for this study is an interview schedule. Questions related to objectives

of the study from the major portion of the interview schedule. It mainly consists of multiple-

choice questions so that the respondents can mark one or more of the several choice of

answers. Secondary data has been gathered from many published sources such as

Newspapers, Journals, Magazines, Company Reports, standard textbooks and information

from Internet has also been acquired wherever necessary.

FIELD WORK:

The project involved a fieldwork of around 1 month 15 days where in the survey was carried

out of around the survey was conducted in Hyundai motors, located at Jubilee Hills,

Hyderabad.

METHODOLOGICAL ASSUMPTIONS:

a) The primary data has been collected by an interview schedule.

b) The sample for the study was selected on a convenience basis

c) All primary data collected is true and reflects the actual actions of the Respondents.

d) The data collected has been coded, tabulated and analyzed into logical Statement

using simple statistical methods, pie charts, etc.

SAMPLING PROCEDURES:

Sampling is a systematic approach for selecting a few elements from an entire collection of

units (population) in order to make some inference about the total population it is a small

specimen or a segment of the whole population representing its general qualities as for as

possible. The study was undertaken by convenience sampling.

SAMPLE SIZE:

The study is conducted on a sample of 100 respondents.

Statistical tools used

Percentage method:
Percentage method is used in making comparison between two or more series of data. This is
used to describe relationship.

Percentage of respondents = No of respondents x 100

Total respondents

The method of study followed in this project (in brief):

Sample size : 100

Data collection method : Primary and Secondary.
Duration of study : 45 days.
Analysis : Through percentage method.
 ROPOSED OUTCOMES
 1. The sample was collected using connivance-sampling techniques. As such

result may not give an exact representation of the population.

 Shortage of time is also reason for incomprehensiveness.

 Research work was carried out in Hyderabad city only the finding may not be

applicable to the other parts of the country because of social and cultural differences.
 CHAPTERISATION

CHAPTER -1 - INTRODUCTION

This chapter includes the introduction of the topic, need, scope, objectives of the study,

Project limitations and methodology of the study.

CHAPTER - 2 REVIEW OF LITERATURE

This chapter includes the theoretical background and articles written by different authors and

brief explanation of the topic.

CHAPTER - 3 - INDUSTRY PROFILE & COMPANY PROFILE

CHAPTER - 4 - DATA ANALYSIS AND INTERPRETATION

CHAPTER - 5 – SUMMARY AND CONCLUSION

This chapter includes the overall summary of the project and the conclusion based on the

study during the period.

 BIBILOGRAPHY

1. PHILLIP KOTLER, Principles of Marketing – 11 th Edition,

Prentice Hall India.Page.498

2. PHILLIP KOTLAR, Marketing Management – Millennium Edition.Prentice Hall

India page.628

3. V.S.RAMASWAMY & Marketing Management -7th Ed NAMAKUMARI,

Millennium India Ltd.page.478

4. RICHARD R STILL, Sales Management -5th Edition Prentice Hall India.

Page.438

Journals:

1.A Journal of Business and Management (IOSR-JBM), Vol 2, FEB (2017).

2.A Journal international journal of Engineering Technology Science and Research

Volume 4, Issue 8(August 2017).

3.A Journal international journal of Management Research &Review, Volume 5/issue

12/Article No-2/1124-1133(Dec.2015).

4.A Journal Consumer Research Published by Vol. 1,1974.

5. Research journal of volume 15, 2015.

WEB SITES

 Www.hyundai motors .com

 http://www.consumerpsychologist.com

 www.industrysindia.com