Consumer Perception

Topics: Tata Motors, Automotive industry, Automobile Pages: 50 (8317 words) Published: July 27, 2013
A STUDY ON CONSUMER PERCEPTION OF AFTER SALES SERVICE WITH REFERENCE TO HYUNDAI CARS AT CHENNAI

CHAPTER I

INTRODUCTION

1.1 ABOUT THE STUDY

The present study was conducted in order to know the perception of the customer with respect to after sales services and to gauge the satisfaction of its consumers. Every customer tends to develop a certain image of the company after using the product. In this process, After Sales Services of the company also plays a major role. The complaints lodged by the customer if duly attended to and given a service in such a manner so that the product is trouble free for a considerable period of time, the customer feels satisfied and tends to become loyal to the company. If a company endeavors to determine the perception of customer towards the product after having used it for a certain period, this information can provide valuable information to a company to improve its product in terms of features and other attributes. This is essential because every company aims at growth and when a company is growing, simultaneously the image of the company or the brand becomes important and the image keeps on growing. When the image of the company grows, the expectations of the customer from the company also grow.

After sales service consists of:

• Delivery
• Installation
• Demonstration
• Repairs
• Warranty
• Courteous attention towards customer complaints etc.

1.2 ABOUT AUTOMOBILE INDUSTRY

Indian automobile industry has grown leaps and bounds since 1898, a time when a car had touched the Indian streets for the first time. At present it holds a promising tenth position in the entire world with being No 2 in two wheelers and No 4 in commercial vehicles. Withstanding a growth rate of 18% per annum and an annual production of more than 2 million units, it may not be an exaggeration to say that this industry in the coming years will soon touch a figure of 10 million units per year.

Reasons of Growth

Economic liberalization, increase in per capita income, various tax relief policies, easy accessibility of finance, launch of new models and exciting discount offers made by dealers all together have resulted in to a stupendous growth of India automobile industry.

Market Share

Automobile industry of India can be broadly classified under passenger vehicles, commercial vehicles, three wheelers and two wheelers, with two wheelers having a maximum market share of more than 75%. Automobile companies of India, Korea, Europe and Japan have a significant hold on the Indian market share. Tata Motors produces maximum numbers of mid and large size commercial vehicles, holding more that 60% of the market share. Motorcycles top the charts of two wheelers with Hero Honda being the key player. Bajaj by far is the number one manufacturer of three wheeler and two wheeler in the Indian market. Global recession has impacted the Indian automobile industry also and can be seen clearly in the sales figures of the last financial year. Even then this industry has high hopes in 2009-2010; as banks have reduced loan interest rates and the major chuck of automobile customers belong to the middle income group who are becoming economically stronger with every passing day.

CAR MANUFACTURERS

Car manufacturing in India first began in late 1940s. Earlier a couple of cars made by foreign technology were manufactured in India. But now, cars made my Indian car manufacturers dominate the business. | | |

The future of car manufacturing in India is bright. Sensing this, foreign car manufacturers like Ford, Toyota, Hyundai, Suzuki, Honda and Skoda are spreading their base in the country. Domestic car manufacturers have also contributed to the growth of the automobile industry in India. The popular car manufacturers in India are:

Fiat India Private Ltd: The Fiat India that belongs to the Fiat Auto Spa group of Italy...
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