A Study of Consumers Satisfaction towards using Cars in Mathura …shabdbooks.com/gallery/1.pdf ·...

Mukt Shabd Journal ISSN NO: 2347-3150

VOLUME - IX ISSUE - IV, APRIL 2020 Page | 1

“A Study of Consumers Satisfaction towards using Cars in

Mathura District, Uttar Pradesh”

Dr. Pankaj Sharma (Principal)

Gyan Educational Institute, Mathura

E-mail: [email protected]

Mob. : 9412727506, 9997288447

Abstract

The ultimate aim of every business is to increase sales by finding out the factors that drive

consumers’ buying decisions. Satisfaction is the process of selecting, organizing and interpreting

or attaching meaning to events happening in environment. Customer satisfaction is the key to

business servers and it is the outcome felt by those that have fulfilled their expectations. A

customer who has a good experience with the concerned dealer may probably use the same brand

again while the customer who experiences problems with a particular brand of car may not use

the same in next time. The core activity of any company is to attract and retain consumers. For

this reason improving quality is important for existing customer and also for attracting new

customers. The present study throws light on various factors related to customer behaviour and

satisfaction. A survey was conducted at Mathura City in Uttar Pradesh to find out the satisfaction

level of various companies such as Maruti Suzuki, Hyundai, Ford, Honda and Nissan car users.

A sample of 400 respondents was taken and survey was conducted using a structural

questionnaire Mean and ANOVA were used to analyse the collected data. Now a days all

companies are realizing the significance of delivering and managing service quality which leads

to customer satisfaction. Another important aspect in reducing car using costs in the fuel

consumption, which is more seriously analyzed in the purchase decision and the level of

satisfaction towards price of the cars, style/design of cars, fuel efficiency of the car and break

performance of the cars is different brands of car users in the study area.

Keywords: Customer, Customer Satisfaction, Various Motors Companies, ANOVA, Quality Service.

1. Introduction:

mailto:[email protected]



Customer Satisfaction among different brands has become an important concept in today

business world. Automobile industry plays a prominent role in the development of a Nation. It

provides employment to millions of people and brings lot of foreign exchange. Companies today

are becoming customer centric & highly focusing on satisfying their customers they realized that

in present cut throat competition, satisfying & delighting the customers is very crucial. Customer

satisfaction is the key to business servers and it is the outcome felt by those that have

experienced a company’s performance that have fulfilled their expectations. Customer

Satisfaction has positive effects on organizations profitability and also shows the positive

connection between customer satisfaction, loyalty and retention.

The satisfaction of consumers is different from one to another, because

each consumer has different tastes and preferences in his life. Customer satisfaction is an

important because a higher level of satisfaction can deliver many benefits. A highly satisfied

customer is a loyal customer, buy more products, tell their friends and family about the product

or service, they less likely to switch brands, casts less to serve than a new customers, they are

willing to pay more for the products or service and, now a day’s all companies are realizing the

significance of delivering and managing service quality, which leads to customer satisfaction.

2. Review Of Literature:

Suganya R, (2012) in her study shows the consequence of brand equity on consumer purchasing

behaviour on car. The paper shows that brand acts vital role in car sales, not only to attract but

also to maintain customers The researcher concluded that brand awareness and quality

perception has proved to influence the brand loyalty. And also the brand loyalty and brand

relationship have an effect on consumer’s attitudes towards brand.

Prof. Nistorescu, Mr. Mihail Barbu and Mr. Roxana Ioana Dumitriu (2013) conducted a

study concerning customer loyalty in the auto market. The objectives was to study the

dimensions of loyalty viz. Satisfaction re-acquisition, and recommendation, and to see if there

were any correlations among the three dimensions.

Akhila and Thayyullathi (2015) in their research on customer perception toward Hyundai in

Coimbatore found that majority of the respondents were using SUV-sport utility vehicle type

cars. They identified that Hyundai cars were the best and fast moving brand. There were growing



trend because of easy handling, safety, security and high performance that makes the advanced

technologies to adopt new model.

3. Objectives of the Study:

The main aim of purpose of this research is to study the level of satisfaction of using car buyers.

Hence, the study is aimed at the following objectives.

(i) To Analyze the level of satisfaction towards use of cars.

(ii) To make suggestions in the light of the finding of the study.

4. Research Methodology:

4.1 Research Design: Descriptive research

4.2 Sampling Design :

Sampling Frame: Customers of Maruti Suzuki, Hyundai, Ford, Honda and Nissan motor cars in

Mathura City of Uttar Pradesh were taken for the survey.

Sampling Technique: Sampling technique adopted in the present study was systematic simple

random sampling. A total 400 questionnaire were issued, filled up and collected. A scrutiny of

these questionnaire led to the rejection of 10 questionnaire on account of incomplete responses.

Thus 390 completed questionnaires were used for the present study.

4.3 Data Sources:

Secondary Data: Journals, Magazines, Association Bulletins (SIAM, ICRA), News papers, Web

Portals, Company brochures, Books etc.

Primary Data: Primary Data has been collected through questionnaire.

4.4 Statistical Tools used:

The collected data are profiles of customer, preferred product attributes and level of satisfaction.

For testing the significance of hypothesis, analysis of variance (ANOVA), chi-Square test were

used.



4.5 Hypothesis of the Study:

In line with the above stated objectives, the following hypothesis was formulated and tested for

the purpose of this study.

Ho: “The level of customers’ satisfaction among the different brand car towards the various

attributes of car does not differ significantly”.

5. Data Analysis and Interpretation:

5.1 Respondents ‘Level of Satisfaction towards Price of Car

The researcher interested to find the respondents level of satisfaction towards price of their car.

In order to compare the users of different brand of cars in the study area and also an attempt was

made to find out the significant difference in their satisfaction level. In order to make a clear

analysis, the following statistical hypothesis was formulated and tested.

H1o: “The level of satisfaction among different brands of cars towards the price of car does not

differ significantly”.

To analysis the significant difference, ANOVA test was applied and the result in shown in

Table:1

Table: 1

RESPONDENTS’ LEVEL OF SATISFACTION TOWARDS PRICE OF CAR

Level of Satisfaction

Brand Of Cars

Maruti

Hyundai

Ford

Honda

Nissan

Total

Highly Dissatisfied 16

(-160)

7

(-70)

5

(-50)

12

(-120)

5

(-50)

45

(-450)

Dissatisfied 23

(-115)

20

(-100)

7

(-35)

28

(-140)

9

(-45)

87

(-435)



Neutral 13

(0)

7

(0)

4

(0)

12

(0)

7

(0)

43

(0)

Satisfied 27

(135)

22

(110)

5

(25)

20

(100)

8

(40)

82

(410)

Highly Satisfied 51

(510)

25

(250)

11

(110)

34

(340)

12

(120)

133

(1330)

Total 130

(370)

81

(190)

32

(50)

106

(180)

41

(65)

390

(855)

Mean 2.84 2.34 1.56 1.69 1.58 2.19

Satisfied Score 60% 58.02% 50% 50.94% 48.78% 55.12%

Dissatisfied Score -30% -33.3% -37.5% -37.73% -34.14% -33.85%

Overall Satisfaction Score 30% 24.69% 12.5% 13.21% 14.64% 21.27%

Source: Computed from Primary Data

Note: Values in parenthesis represents Rank score

Table: 1 It is found from table 1 that among the selected five brands of cars the satisfaction score

of Maruti brand was high (60%), second highest score was shown by Hyundai (58.02%).

According to overall satisfaction score it is found that Maruti customers have highest satisfaction

(rank score 30% with mean 2.84) towards its price the least rant score were seen in Ford (rank

score 12.5% with mean 1.56) followed by Honda car users (rank score 13.21% with mean 1.69).

From result it can be sum up that the car users in the study area were least satisfied about their

car price (rank score 24.69% with mean 2.34).

Table 2 (ANOVA)

Source of Sum of Degree of Mean F-Ratio Table Value



Variance Squares

(S.S.)

Freedom (d.f.) Square

(M.S.)

Between

Samples

1265.20 (5-1)=4 316.30

F=316.30/88.44

=3.57

3.90

Within

Samples

1768.80 (25-5)=20 88.44

Total 3034 24

Table:2 It clear from the calculated value of F-Ratio is less than the tabulated value ( at 5% level

of significance is ) F ratio = 3.57




Brand Of Cars

Maruti

Hyundai

Ford

Honda

Nissan

Total


(-140)

4

(-40)

3

(-30)

9

(-90)

1

(-10)

31

(-310)

Dissatisfied 38

(-190)

18

(-90)

12

(-60)

22

(-110)

10

(-50)

100

(-500)

Neutral 11

(0)

6

(0)

5

(0)

11

(0)

5

(0)

38

(0)

Satisfied 29

(145)

10

(50)

5

(25)

27

(135)

11

(55)

85

(410)

Highly Satisfied 38

(380)

43

(430)

7

(70)

37

(370)

14

(140)

139

(1390)

Total 130

(195)

81

(350)

32

(5)

106

(305)

41

(135)

390

(990)

Mean 1.5 4.32 0.16 2.88 3.29 2.53

Satisfied Score 51.54% 65.43% 37.5% 60.38% 60.97% 56.67%

Dissatisfied Score -40% -27.16% -46.87% -29.24% -26.83% -33.59%

Overall Satisfaction Score 11.54% 38.27% -9.37% 31.14% 34.14% 23.08%



The above Table:3 highlights the satisfaction score about the style and design of the selected five

brands of car, among the selected brands Hyundai cars was high (65.43%) second highest score

was shown by Nissan cars (60.97%). Among the dissatisfaction score the highest was found in

Ford cars (46.87%). According to overall satisfaction score it is found that Hyundai customers

have highest satisfaction (rank score 38.27% with mean 4.32) towards style/design, the least rank

score were seen in Ford (rank score -9.37% with mean 0.16) followed by Nissan cars user (rank

score 34.14% with mean 3.29). From result it can be sum up that the car users in the study area

were least satisfied about their car price (rank score 23.08% with mean 2.53).



Table 4 (ANOVA)

Source of

Variance

Sum of

Squares

(S.S.)

Degree of

Freedom (d.f.)

Mean

Square

(M.S.)

F-Ratio Table Value

Between

Samples

1265.20 (5-1)=4 316.30

F=316.30/125.04

=3.57

3.90

Within

Samples

2500.80 (25-5)=20 125.04

Total 3766 24

In Table:4 The calculated F values is 2.53 with P=3.90 is significant at 5% level, hence the stated

hypothesis is acceptance. It means that there are not significant differences among the level of

satisfaction towards style/design of the cars.

5.3 Respondents’ Satisfaction towards Fuel Efficiency of Car

The researcher interested to find the respondents level of satisfaction towards fuel efficiency of

their car. In order to compare the users of different brand of cars in the study area and also an

attempt was made to find out the significant difference in their satisfaction level. In order to

make a clear analysis, the following statistical hypothesis was formulated and tested.

H3o: “The level of satisfaction among difference brands of cars towards the fuel efficiency of

car does not differ significantly”.

To analysis the significant difference, ANOVA test was applied and the result in shown in

Table:5 TABLE.5

RESPONDENTS’ LEVEL OF SATISFACTION TOWARDS FUEL EFFICIENCY

OF CAR

Brand Of Cars




Maruti

Hyundai

Ford

Honda

Nissan

Total


(-130)

6

(-60)

4

(-40)

16

(-160)

2

(-20)

41

(-410)

Dissatisfied 33

(-165)

28

(-140)

9

(-45)

27

(-135)

8

(-40)

105

(-525)

Neutral 12

(0)

7

(0)

6

(0)

13

(0)

4

(0)

42

(0)

Satisfied 27

(135)

11

(55)

2

(10)

14

(70)

9

(45)

63

(315)

Highly Satisfied 45

(450)

29

(290)

11

(110)

36

(360)

18

(180)

139

(1390)

Total 130

(290)

81

(145)

32

(35)

106

(135)

41

(165)

390

(770)

Mean 2.23 1.79 1.09 1.27 4.02 1.97

Satisfied Score 55.39% 49.38% 40.62% 47.17% 65.85% 51.79%

Dissatisfied Score -35.38% -41.97% -40.62% -40.56% -24.39% -37.43%

Overall Satisfaction

Score

20% 7.41% 0% 6.61% 41.46% 14.36%



Table:5 It is found that the Nissan cars have highest satisfaction score (65.85%) and followed by

Maruti and Hyundai brands 55.38 and 49.38 percent respectively. Dissatisfaction score of among

the selected five brands the highest was found in Hyundai cars (41.97%). According to overall

satisfaction score it is found that Nissan cars highly satisfy its customers towards fuel efficiency

with (rank score 41.46% with mean 4.02), the Ford cars was last in this aspect (rank score 0%

with mean 1.09) followed by Honda (rank score 6.61% with mean 1.27). It is concluded with the

help the result of the analysis that the car users in the study area were least satisfaction (rank

score 14.36% with mean 1.97) in respect to fuel efficiency of their cars.



Table 6 (ANOVA)

Source of

Variance

Sum of

Squares

(S.S.)

Degree of

Freedom (d.f.)

Mean

Square

(M.S.)

F-Ratio Table Value

Between

Samples

1265.20 (5-1)=4 316.30

F=316.30/101.54

=3.11

3.90

Within

Samples

2030.80 (25-5)=20 101.54

Total 3296 24

Table: 6 The calculated F values is 3.11 with P=3.90 is significant at 5 percent level; Hence we

accept the null hypothesis. There is no significant difference among level of satisfaction brands

of cars towards the fuel efficiency of cars.

6. Conclusion:

According to the present study, it is argues the customers give in general , much more

importance to image in their acquisition, and the current economic crisis customers prefer a

branded cars for the benefits from the image of the brand which conveys also a better social

status image. Another important aspect in reducing car using costs is the fuel consumption,

which is more seriously analyzed in the purchase decision. And the level of satisfaction towards

price of cars, style/design of the cars, and fuel efficiency of the cars and break performance of

the cars are not difference significantly among the different brands of car users in the study area.

7. Reference:

1. Satish, S.M. and Bharadhwaj S. (2010), “Information search behavior among new car buyers:

A two-step cluster analysis”, IIMB Management Review, Vol.22, Issues 1-2, pp 5-15.

2. Foxall, G.R. (2001), “Foundations of Consumer Behaviors Analysis”, Marketing Theory, Vol.

I(2), pp 165-199.



3. Dr. Garima Malik (2012), “A study on consumer perceptions and expectations for Tata Nano

Parikalpana”, Kalinga Institute of Industrial Technology Journal of Management , Vol. 07, No-3,

Jan-Dec-2012, pp: 1-10.

4. Sudharani Ravindran and Gayatridevi (2010), A Study on consumer perception of Hyundai

i10 customers in Coimbatore, CBSE-Journal, Bizn Bytes, Vol.3, March 2010, pp 22-26.

5. Ranjithkumar, M.S. and Snekalatha, T (2013), A study on consumer brand loyalty and

satisfaction of Hyundai car at Erode District. Indian Journal of research 2(10), 2013, pp.17-19.

*******************

A Study of Consumers Satisfaction towards using Cars in Mathura …shabdbooks.com/gallery/1.pdf ·...

Documents

Transcript of A Study of Consumers Satisfaction towards using Cars in Mathura …shabdbooks.com/gallery/1.pdf ·...