A STUDY ON CONSUMER PERCEPTIONS TOWARDS HYUNDAI

Abstract

Consumer perception plays a decisive role in shaping purchasing decisions in the automotive industry, where brand image, product quality, after-sales service, and value for money collectively determine buyer choice. This study investigates consumer perceptions towards Hyundai Motor India Limited—the country’s second-largest passenger vehicle manufacturer—across dimensions of brand image, product quality, pricing, dealer service experience, and purchase satisfaction. Primary data was collected through a structured questionnaire administered to 120 Hyundai vehicle owners in Hyderabad, Telangana. Secondary data was sourced from Hyundai India annual reports, SIAM publications, J.D. Power India studies, and academic journals. Analysis was conducted using percentage analysis, weighted average method, and chi-square tests. Findings reveal high satisfaction with product quality and fuel efficiency, moderate satisfaction with after-sales service, and a significant positive association between brand loyalty and ownership experience. Pricing is identified as a key concern among prospective buyers. The study offers targeted recommendations to strengthen dealer service standards and improve value perception across model segments.