Hyundai's Turnaround

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Twenty years ago the Hyundai brand represented cheap, starter cars. It was a brand that people poked fun at, and it was a brand that was not known for quality. Today, the Hyundai brand still carries some of those old stigmas, but they’re more of a distant memory than anything else. Today, the Hyundai brand doesn’t mean cheap. It means affordable. And it means a lot more, too (Corporate Eye Web Services, 2010). This research paper will determine the role of Hyundai’s 10-year, 100,000-mile warranty in its turnaround and how it relates to post purchase dissonance¬-while discussing how much influence Hyundai’s value-pricing strategy plays in consumers’ ongoing mixed perceptions about Hyundai’s quality. I will also outline the re-imaging of Hyundai and evaluate whether or not greater sales and loyalty, along with other factors of the driving consumer decisions and satisfaction of Hyundai could focus on beyond quality that could drive even greater sales increases. A VALS segment will be drawn to show indications of women who say “I’ve worked too hard to drive a Hyundai” and evaluate the possibility of this woman changing her mind if Hyundai sticks with its current positioning efforts. Lastly I will determine, the pros and cons of Hyundai’s branding strategy for the Genesis. Determine the role of Hyundai’s 10-year, 100,000-mile warranty in its turnaround and how it relates to post purchase dissonance. Typically Post purchase dissonance is basically an after purchase cognitive behavior. While evaluating the benefits after a purchase it is common for customers to be concerned about their purchase decision. It is caused by cognitive dissonance. Here the customer thinks that if he had purchased some other item it would have been better than the one he bought. Simply he is not completely satisfied with the purchase and is most likely to switch brands (Daily Freedom,

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