A Study of Customer Satisfaction
Towards Services Provided by Aman KIA
Motors
Demographic Overview
Age Group:
The largest group of respondents (58.8%) falls within the 18-24 age bracket, highlighting
that younger individuals form a significant portion of Aman KIA Motors’ customer base. The
25-34 age group (19.3%) also makes up a substantial share, showing a broad appeal among
young adults. A smaller but noteworthy proportion includes respondents aged 35-44
(15.8%) and 45-54 (3.5%), indicating some engagement from middle-aged customers.
Gender Distribution:
A majority of the respondents (68.4%) are male, suggesting a higher interest and
engagement among men regarding KIA cars and services. However, a sizeable 31.6% of
respondents are female, indicating that KIA vehicles appeal to both men and women, and
satisfaction levels may be explored across genders.
Income and Vehicle Ownership
Annual Income:
A significant portion of respondents (47.4%) have an annual income between 6 to 8 LPA,
suggesting that KIA cars attract lower-mid-income customers. Another considerable
segment (34.2%) reports earning between 8 to 15 LPA, showing strong interest among mid-
income customers as well. Smaller proportions have incomes in the 15 to 25 LPA range
(9.6%) and above 25 LPA (8.8%), suggesting that KIA vehicles also attract higher-income
customers, albeit to a lesser extent.
Vehicle Ownership:
A vast majority (86%) of respondents currently own a vehicle, reflecting strong potential
for customer satisfaction among existing vehicle owners. This high ownership rate suggests
that KIA models can align well with customer needs, especially for those considering
upgrades or additional vehicles.
Familiarity and Perception of KIA
Brand Familiarity:
A significant number of respondents (87.7%) expressed familiarity with the KIA brand, with
many either strongly agreeing (40.4%) or agreeing (47.3%) that they are familiar with the
brand’s presence and offerings.
Overall Perception:
The perception of KIA vehicles is largely positive, with the majority of respondents rating
their experience as 'good' (48.2%) or 'very good' (37.7%). However, a small segment
(10.5%) gave a neutral rating, and a minimal percentage (3.5%) rated their perception as
'poor', indicating some room for improvement in customer experience and engagement.
Driving Patterns, Vehicle Types, and Fuel Preferences
Current Vehicle Types Owned:
The majority of respondents (48.2%) currently own a two-wheeler, while 27.3% own
hatchbacks, suggesting a diverse customer base in terms of vehicle preferences. Other
respondents reported owning sedans (12.7%), SUVs (5.5%), and electric or hybrid vehicles
(6.4%), indicating that KIA's offerings can appeal to a wide range of consumers.
Frequency of Driving:
A large proportion of respondents (56.1%) drive their vehicles daily, highlighting the
importance of reliable service and performance in their satisfaction with KIA. Additionally,
29.8% drive 2-3 times a week, and a smaller segment uses their vehicle less frequently,
either weekly or monthly.
Fuel Type of Current Vehicles:
Petrol remains the most popular fuel type, used by 68.4% of respondents. Diesel accounts
for 27.2%, while hybrid and electric options remain relatively niche, used by only 4.4%.
This aligns well with KIA’s current fuel offerings and suggests room for further expansion
into electric models.
Key Factors Influencing Consumer Preferences
Recommendation Sources:
The survey indicates that friends and family are key influencers, with many respondents
likely considering advice from their close circles when choosing vehicles. Social media and
online reviews also play a role in shaping perceptions, reflecting the growing importance of
digital presence and marketing.
Impact of Promotions and Discounts:
Promotional activities have a notable impact, with discounts and special offers being
significant drivers of purchase decisions for many customers. However, a portion of
respondents stated that promotional offers do not influence their decisions, suggesting that
some consumers prioritize the vehicle’s reputation, quality, and service experience over
discounts.
