i10 Hyundai Chennai Customers: Satisfaction Level

This study focuses on the post purchase behaviour of customers of Hyundai with special reference to
the new variant i10 in Chennai city. The study also helps to identify the satisfaction level of customers
and the effectiveness of after sales service. The sample size was taken as 150. The statistical tools
such as percentage analysis, chi square analysis and multiple regression analysis were used for the
analysis. The study also suggests the ways to improve the satisfaction level and lifter sales service of
customers of i 10 and gives a clear picture of the opinion of the customers towards Hyundai 10.
Hypotheses of the Study
There is significant relation between income and factors influencing customer to buy Hyundai
i10.
There is significant relation between income and people perception about i10 value.
There is significant relation between age and customer expectation.
Overall satisfaction of the customers and the factors that contribute overall satisfaction was
positively contributed.
Overall satisfaction of the customers with delivery time and after sales service has positive
contribution.

The questionnaires were circulated among the customers who came for servicing their cars in various
service centres, situated in and around Chennai.

Results
The factors such as stylish, space and interior, comfort and technology have influenced 91 percent of
the respondents to switch over their preference to Hyundai il0 from some other car.

The motivating factors such as stylish, special features, brand image, comfort and mileage and after
sales service were some of the factors, which influenced 62 percent of the respondents to prefer
Hyundai i10 for their first car purchase. The other factors considered were Price, Power steering,
Safety, Power, Space, Drivability, Word of mouth, Advertisement, Brand ambassador, Availability of
service outlet, and Easy availability of finance.

By using Regression:

SATISFACTION = 0.682 performance + 0.446 interior + 0.302 gearbox + 0.211 suspension + 0.103
ride quality - 0.063 design - 0.097 power - 0.134 engine - 0.081 fuel efficiency - 0.0.92 dynamic
ability - 0.150 creature comfort - 0.133 space - 0.010 handling - 0.132 a/c - 0.070 pickup.

Thus it was found that performance, interior, gear box and suspension contributes positively towards
the overall
satisfaction of the customer experience with Hyundai i 10.

Also it was found that both delivery time and after sales service contribute positively towards the
overall satisfaction of customers.

SATISFACTION = 0.444 delivery time + 0.028 after sales service.

Conclusion:
On the whole the customers of Hyundai ilO are satisfied with the car after purchase and this itself a
great achievement to the company. It gives the feel of luxury to the customers and a convenience of
smaller cars in the crowded area.