A STUDY ON CUSTOMER PERCEPTION AND SATISFACTION TOWARDS FORD

CARS WITH REFERENCE TO FORTUNE FORD (HYDERABAD)

BY
RAJA NARAYANA .D
(REG. NO-5137)

Of
VISHWA VISHWANI INSTITUTE OF SYSTEMS AND MANAGEMENT
Under the Guidance of
B.VISHWANATH
Associate Professor

A PROJECT REPORT
Submitted to
Faculty of Business Management
In partial fulfillment of the requirements
For the award of the
POST GRADUATE DIPLOMA IN MANAGEMENT
JULY, 2010

DECLERATION
I RAJA NARAYANA. D hereby declare that this summer project titled A STUDY ON
CUSTOMER PERCEPTION AND SATISFACTION TOWARDS FORD CARS WITH
REFERENCE TO FORTUNE FORD (HYDERABAD) is an original work carried out
by me, under the guidance of Prof. B.VISHWANATH(Marketing Faculty). The report
submitted by me is a bonafied work carried by me of my own effort and it has not
submitted to any other university or published any time before.

Signature of the student

D.V.R.NARAYANA
Date :
Place:

BONAFIDE CERTIFICATE

This is to certify that the

summer project work entitled A STUDY ON CUSTOMER

PERCEPTION AND SATISFACTION TOWARDS FORD CARS WITH REFERENCE TO

FORTUNE FORD (HYDERABAD) has been carried out by D.V.R.NARAYANA, Reg. No.5137
the student of l year 2nd SEM PGDM under my supervision, guidance and Submitted in partial fulfillment
of the requirements for the Award of degree Post Graduate Diploma in Business Managementin
VishwaVishwani Institute of Systems and Management, during the academic year 2009-2010

Date

Project Supervisor

(B.VISHWANATH)

Place: HYDERABAD

ACKNOWLEDGMENT
I would like to confer my heartiest thanks to Mr. ImadhAkther, General Manager, Fortune
Ford for giving me the opportunity to work in company and guiding me in each and every
aspect regarding my project, especially its practical applications. While preparing my project I
got to have an in depth knowledge of practical applications of the theoretical concepts and
definitely the things which I have learned will undoubtedly help me in future, to analyze many
processes going on in our economy.
I

would

like

to

thank

Prof.

SABYASACHI

RATH

(Director

Academics),VishwaVishwani Institute of Systems and Management, for his guidance and

support.
Words fail us to express our deep sense of gratitude to our revered supervisor, Prof.
B.Vishwanath, VishwaVishwani Institute of Systems and Management, whose erudite
guidance and supervision have made this work possible. We are very thankful for this valuable
guidance and constant encouragement during the preparation of this project. We are highly
thankful to all other members of department of V.V.I.S.M., for their suggestions and kind cooperation in this project work.
While preparing my project I got to have an in depth knowledge of practical applications of the
theoretical concepts and definitely the things which I have learned will undoubtedly help me in
future, to analyze many processes going on in our economy.

I would like to thank all the respondents whose responses were of great importance for the
project. I would also like to thank all those people who directly or indirectly helped us in
accomplishing this project.

LIST OF CONTENTS

CHAPTER

NO

CONTENTS

Executive summary
Introduction
1 Introduction
1.2 Objectives of the study
1.3 Need for the study
1.4 Scope of the study
1.5 Limitations of Study
Research Methodology
2.1 Type of Research
2.2 Research Instrument
2.3 Questionnaire Design
2.4 Data Collection
2.5 Sampling Procedure
2.6 Sample Size
2.7 Period of Study
2.8 Pilot Survey

PAGE NO

1
2
2
3
3
3
4
4
4
5
5
5
6
6

3.1 company overview

3.2 Industries overview
3.3 Review of Literature

7
22
30

Data Analysis and

Interpretation
4.1 Data Analysis

37

Findings
Recommendations
Conclusion
Questionnaire
Bibliography

53
53
54
55
57

EXECUTIVE SUMMARY
Many organizations focus on selling the product /service to their customers and target about after
sales services which is vital for customer satisfaction. The current study is undertaken with an
objective to know customer perception and customer satisfaction towards ford cars.
A questionnaire has been constructed for collecting primary data and secondary data is
collected through web, newspapers,magazines,company websites etc..,. Samples of 100
respondents have been approached randomly for eliciting information, and few column and pie
charts are used for analysis and interpretation. However, the study is subjected to few limitations
such as time constraints, and the study is done only in Hyderabad where 100 respondents were
approached which is also a major limitation.
The studies revealed that majority of the respondents are satisfied with their ford cars. It
is recommended that the company should focus more on promoting the cars with the help of
television and print media. Discounts should be given for the people who get service regularly at
authorized service center to increase customer satisfaction.

1.1 INTRODUCTION
Customer Satisfaction is the buzzword used by the business people for the success of
organization in the present days. Due to the increases of heavy competition in every product
line it become difficult for the companies to retain the customers for longer time. So retain the
customer for longer time the marketer has to do only one things i.e. customer satisfaction .If
customer is fully satisfied by the product it not only rub the organization successfully but also
fetch many benefits for the company . They are less process sensitive and they remain customer
for a longer period. They buy addition products overtimes as the company introduce related
produce related products or improved, so customer satisfactions is gaining a lot of importance in
the present day. Every company is conducting survey on customer satisfaction level on their
products .To make the products up to the satisfaction level of customers.
This project is also done to know the customers satisfaction on the Ford cars on behalf of
Fortune ford. The impact of automobile industry on the rest of the economy has been so
pervasive and momentous that is characterized as second industrial. It played a vital role in
helping the nation to produce higher value good and services and in the enhancing their skills
and impose tremendous demand for automobile.

The decrease in the interest rate and easy

available of cars loans from 2 to 3 years, lot of car manufacturers company facing cut throat
competition in the fields of technology and price, So to gain the market share it is important for
the institutes to satisfy its customers and to retain the reputation and its image.
1.2 OBJECTIVES OF THE STUDY
The objectives of the project were A STUDY ON CUSTOMER PERCEPTION AND
SATISFACTION TOWARDS FORD CARS WITH REFERENCE TO FORTUNE FORD
(HYDERABAD).
To analyze customer satisfaction towards FORD CARS.
To find the factors that influence customer preference towards buying FORD CARS.
To know the various quality of service offered by FORTUNE FORD.

1.3NEED FOR THE STUDY

Importance of customer satisfaction in sales. After sales service is a concept very much
associated with sales especially in automobile industry. Four wheeler markets are
increasing at a faster rate in India. Sales of cars are zooming with growth of 20%
annually with the presence of every major international brand of cars available in Indian
market , ford is considerably doing well with annual increase of 4% every year. As ford
sales are increasing it is inevitable to know the customer satisfaction, perception and also
after sales service offered by ford to its customers to meet the customer expectation.

1.4SCOPE OF THE STUDY:

The study is conducted to know the customer perception and satisfaction towards ford cars
with reference to Fortune Ford in Hyderabad.

The scope of the study is wast as the study should have been conducted for more than 45
days.

Data would have been more accurate if the survey is done with more than 100
respondents.

Ford showrooms are located in other places i.e. locally and even in the neighboring
states. Only opinion of respondents of Hyderabad city was consider for finding out the
opinions of respondents.

1.5LIMITATION OF THE STUDY

The area of sampling was restricted only to Hyderabad. Hence the study might not be

representing the general customer behavior as life style differs from place to place.
The sample unit was also 100 respondents.
Time constraint in the study on the period is for 45 days only.
Cost constraint.

RESEARCH METHODALOGY
Research means a scientific and systematic search for pertinent information on a specific topic.
Research is a careful investigation or inquiry especially through search for new facts in any
branch of knowledge. Research comprises defining and redefining problems, formulating
hypothesis or suggested solutions; collecting, organizing and evaluating data; making deductions
and reaching conclusions; and at last carefully testing the conclusions to determine whether they
fit the formulating hypothesis.
Methodology is defined as the study of methods by which we gain knowledge, it deals with
cognitive processes imposed on research by the problems arising from the nature of its subject
matter
2.1 TYPE OF RESEARCH
Descriptive type of research has been used in this study; it involves surveys and fact findings
enquire of different kinds the major purpose of descriptive research is the description of the state
of affairs, as it exists at present. The main characteristics of this method are that the researcher
has no control over the variable; he can only report what has happened or what is happening. The
methods of research utilized in descriptive research are survey methods of all kinds, including
comparative and correlation methods.
2.2 RESEARCH INSTRUMENT
The research instrument used in this study is structured questionnaire. Structured questionnaire
are those questionnaire in which there are predetermined question relating to the aspect, for
which the researcher collects data. The questions are presented with exactly the same wording
and in the same order to all the respondents.
2.3 QUESTIONNAIRE DESIGN
The structured questionnaire for consumers and dealers was framed with the following types of
questionnaires, two option, multiple choice and Rating questions

2.4 DATA COLLECTION

Data refers to information or facts.

It includes numerical figures, non-numerical figures,

descriptive facts, and qualitative and quantitative information. The task of data collection begins
after a research problem has been defined and research plan has been decided. The nature of the
data is both Primary and Secondary data.
Primary data
The primary data are those that are collected through questionnaire and direct personal interview.
The questionnaire was framed in such a manner to obtain correct information, graded suitably for
the study. All the questionnaires were collected through personal contact from the respondents.
Secondary data
Secondary data has been collected through oral communication. Secondary data about the
company profile and other details were collected from the company website.
2.5 SAMPLING PROCEDURE
Convenience sampling has been used in this study. Convenience sampling is used for selection
of homogeneous sample for the study. It refers to selecting a sample of study objects on
convenience. It is a non-probability sampling. Thus research study may include study objects,
which are conveniently located. Research findings based on convenient sampling however,
cannot be generalized.
2.6SAMPLING SIZE
Due to time and resource constraint the sample size has been taken as 100 for customer. In
consultation with the company guide and the project guide.

10

2.7 PERIOD OF STUDY

Period of the project 45 days (June to July, 2010). During the period the following steps were
taken:
Objectives were set and questionnaire was finalized.
Data were collected and recorded
Data were analyzed and interpreted
Reports were generated

2.8 PILOT SURVEY

A pilot survey with 10 samples from customers was conducted for testing the validity of
the questions. It was found that there was no need for changes in the questionnaire and hence the
same questionnaire was used for final survey also.

11

3.1 COMPANY OVERVIEW

Fortune Ford opened its doors for the first time in November 2004. It is in business of selling
and servicing of Ford vehicles. Fortune Ford is a 50:50% Joint Venture set up between Bashir
BabuKhan and NiravModi.
The Ford Motor Company is an American multinational corporation based in Dearborn,
Michigan, a suburb of Detroit. The automaker was founded by Henry Ford and incorporated on
June 16, 1903. Ford is currently the second largest automaker in the U.S. and the fourth-largest
in the world based on number of vehicles sold annually, directly behind Volkswagen.
Ford is the seventh-ranked overall American-based company in the 2008 Fortune 500 list, based
on global revenues in 2008 of $146.3 billion. Ford ended 2009 with a net profit of $2.7 billion.
Five of Ford's vehicles ranked at the top of their categories and fourteen vehicles ranked in the
top three.
The Ford Motor Company was launched in a converted factory in 1903 with $28,000 in cash
from twelve investors, most notably John and Horace Dodge (who would later found their own
car company). Henry's first attempt under his name was the Henry Ford Company on November
3, 1901, which became the Cadillac Motor Company on August 22, 1902. During its early years,
the company produced just a few cars a day at its factory on Mack Avenue in Detroit, Michigan.
Groups of two or three men worked on each car from components made to order by other
companies. Henry Ford was 40 years old when he founded the Ford Motor Company, which
would go on to become one of the world's largest and most profitable companies, as well as
12

being one to survive the Great Depression. As one of the largest family-controlled companies in
the world, the Ford Motor Company has been in continuous family control for over 100 years
Members of the board as of early 2007 are: Chief Sir John Bond, Richard Manoogian, Stephen
Butler, Ellen Marram, Kimberly Casiano, Alan Mulally (President and CEO), Edsel Ford II,
Homer Neal, William Clay Ford Jr., JormaOllila, Irvine Hockaday Jr., John L. Thornton and
William Clay Ford (Director Emeritus).
The main corporate officers are: Lewis Booth (Executive Vice President, Chairman (PAG) and
Ford of Europe), Mark Fields (Executive Vice President, President of The Americas),
DonatLeclair (Executive Vice President and CFO, Mark A. Schulz (Executive Vice President,
President of International Operations) and Michael E. Bannister (Group Vice President;
Chairman & CEO Ford Motor Credit). Paul Mascarenas (Vice President of Engineering,
TheAmericas Product Development)
Today, Ford Motor Company manufactures automobiles under several names including Lincoln
and Mercury in the United States. Ford plans to discontinue the Mercury brand at the end of
2010. In 1958, Ford introduced a new marque, the Edsel, but poor sales led to its discontinuation
in 1960. Later, in 1985, the Merkur brand was introduced to market Fords from Europe in the
United States; it met a similar fate in 1989.
Ford has major manufacturing operations in Canada, Mexico, the United Kingdom, Germany,
Turkey, Brazil, Argentina, Australia, the People's Republic of China, and several other countries,
including South Africa where, following divestment during apartheid, it once again has a wholly
owned subsidiary. Ford also has a cooperative agreement with Russian automaker GAZ.

13

Ford acquired British sports car maker Aston Martin in 1989, but sold it on March 12, 2007,
retaining a small minority stake, and Volvo Cars of Sweden. In November 2008 it reduced its
33.4% controlling interest in Mazda of Japan, to a 13.4% non-controlling interest. It shares an
American joint venture plant in Flat Rock,Michigan called Auto Alliance with Mazda. It has
spun off its parts division under the name Visteon.
Ford sold the United Kingdom-based Jaguar and Land Rover companies and brands to Tata
Motors of India in March 2008.
Also in 2008, Ford Motor is in negotiations with Shanghai Automotive Industry Corporationto
sell its Volvo cars division.
Ford's FoMoCo parts division sells aftermarket parts under the Motorcraft brand name.
Ford's non-manufacturing operations include organizations such as automotive finance operation
Ford Motor Credit Company. Ford also sponsors numerous events and sports facilities around
the US, most notably Ford Center in downtown Oklahoma City and Ford Field in downtown
Detroit.
Overall the Ford Motor Company controls the following operational car marques: Ford, Lincoln,
Mercury, and Volvo Cars.
Ford India Private Limited manufactures and markets automobiles. The company offers
passenger, luxury, sports utility, and urban activity vehicles. Ford offers its vehicles under Ikon,
Mondeo, Endeavour, and Fusion brand names. Additionally, the company offers sale and
purchase of used vehicles.Ford India Private Limited is a wholly owned subsidiary of the Ford

14

Motor Company in India. Ford India Private Limited's headquarters are located in Chengalpattu,
Tamil Nadu. It currently is the 8th largest car maker in India after Maruti Suzuki, Hyundai, Tata
Motors, Mahindra, Chevrolet, Honda and Toyota. The modern Ford India Private Limited began
production in 1996, although the roots trace back to 1907 when the Model A was launched. Its
manufacturing facilities are in Maraimalai Nagar near Chennai. Ford India Private Limited began
production in 1926, but was shut down in 1954. Production began again with the joint venture
Mahindra Ford India Limited (MFIL) in October 1995, a 50-50 venture with Mahindra &
Mahindra Limited. Ford Motor Company increased its interest to 72% in March 1998 and
renamed the company Ford India Private Limited.
For the month of April 2010 FIPL sales increased 269% at 7,509 units, compared with 2,034
units in April 2009. The recently launched Ford Figo has been a big draw for the company. Since
its launch in March, more than 15,000 bookings have been completed. For the month of May
2010, the company reported an over three-fold jump in sales to 8,080 units on the back of a good
response for its latest small car, Figo. The company sold 2,168 units during the same month last
year. Figo already has received over 20,000 bookings in the last two-and-a-half months. The
company announced all its models, such as the Ikon, Fiesta and Endeavour, performed well
during April. The company planned to start a second production shift at its Chennai facility from
July to meet demand for the hatchback. The Chennai facility has a production capacity of 0.10
million units, which is now being increased to 200,000 units as part of the company's $500
million investment plan. The facility also has a capacity to produce 250,000 engines per annum.
For the month of June 2010, the company reported a 267% jump in its sales to 7,269 units as
compared to 1,982 units in the same period last year on the back of a good response for Figo.

15

Revenues were driven mainly by the popularity of the Figo. The company sold 22,858 units from
April to June this year, as compared to 6,184 units in the same period last year.
Fortune Ford is the largest dealer in Andhra Pradesh in both Sales & Service,
which has retailed over 5000 cars and services over 70 cars per day across
its there service locations. It has 5000 sft centrally air conditioned showroom,
located in the heart of the city in Somajiguda, adjacent to Eenadu office and
just opp. to Khairtabad RTA. The Tolichowki showroom is strategically located
to cater the needs of corporate sector working or residing in and around
Madhapur&Gachibowli and also parts of Jublee Hills. This makes convenient
for almost every one residing in and around Hyderabad and Secunderabad.
Fortune Ford markets and services the recently launched truly European Ford Fiesta, the
ever-popular Ford Ikon Flair, the No non-sense car Ford Fusion and the macho SUV the Ford
Endeavour through its sales and service outlets at Hyderabad. The sales outlet is located
strategically at Somajiguda next to Eanadu. We have two service centers, one at Chapel Road,
Abids opposite StanleyCollege and other one at Fathebagh, Santhnagar. These centrally located
outlets provide convenient and easy access to both the proud owners as well as prospective
buyers. The workforce at Fortune Ford is committed to excellence in serving all esteemed
customers.
The Sales Team is made up of dedicated showroom and field executives who are
professionally trained by Ford India Limited. They are adept at guiding the customer through the
entire sales process right from assisting in the choice of model, colour and features to lending a

16

helping hand in providing attractive buyback options and also arranging finance at competitive
rates.
The Service Centre is armed with the state-of-the art equipment and is in-line with Ford's
exacting Global standards. The service team is technically qualified and trained to analyze and
provide solutions adhering to Quality Care, in order to satisfy even the most demanding
customers.
The Fortune Ford dealership maintains a high standard of excellence in sales and services by
sending its personnel for training on a regular basis to Ford India Limited, to update them with
the latest technological advances in the automotive sphere.
Fortune Ford has 5000 sft centrally air conditioned showroom, located in the heart of the city in
Somajiguda, adjacent to Eenadu office and just opp. to Khairtabad RTA. This makes convenient
for almost every one residing in and around Hyderabad and Secunderabad.
The facilities offered from the showroom are :
1. Very easy finance facility with in-house finance team to cater to every car finance
requirements. All the leading finance counters are available like ICICI, HDFC, KOTAK,
SUNDARAM, SBI, etc.
2. Exchange offer for any of used car. Free spot evaluation for any used car.
3. Professionally trained and courteous sales staff to take care of every relevant need of the
customers.

17

4. Ford preferred insurance for cashless transactions in the event of claims. Special offers on
Insurance renewals.
5. Full range of Ford cars with all colors and models to choose from.
6. A good stock of Ford genuine accessories to make Ford ownership more delightful and safe.
7. A well maintained fleet of test drive cars to give the feel and experience
the drive dynamics on actual driving conditions before take the purchase
decisions.

Product portfolio:
Fortune Ford has a variety of cars. All the Ford cars are a blend of safety,
style, luxury and comfort.
The on road prices for cars that Fortune Ford currently deals are as follows:
Hatch back cars: Ford Figo.
Ford Figo Petrol 1.2 Duratec LXI:

Rs

4,

Rs

4,

24,724
Ford Figo Petrol 1.2 Duratec EXI:
62,096

18

Ford Figo Petrol 1.2 Duratec ZXI:

Rs

4,

Rs

5,

Rs

5,

Rs

5,

Rs

5,

Rs

6,

Rs

7,

Rs

8,

83,119
Ford Figo Petrol 1.2 Duratec Titanium:
33,341
Ford Figo Diesel 1.4 Duratorq LXI:
40,280
Ford Figo Diesel 1.4 Duratorq EXI:
66,792
Ford Figo Diesel 1.4 Duratorq ZXI:
94,822
Ford Figo Diesel 1.4 Duratorq Titanium:
33,365

Sedan cars: Ford Fiesta, Ford Ikon.

Ford Fiesta Petrol 1.6 Duratec EXI:
68,480
Ford Fiesta Petrol 1.6 Duratec ZXI:
08,235

19

Ford Fiesta Petrol 1.6 Duratec SXI:

Rs

8,

Rs

8,

Rs

8,

Rs

9,

Rs

9,

79,559
Ford Fiesta Petrol 1.6 Duratec S

78,889
Ford Fiesta Diesel 1.4 Duratorq EXI:
61,349
Ford Fiesta Diesel 1.4 Duratorq ZXI:
16,241
Ford Fiesta Diesel 1.4 Duratorq SXI:
89,821
Ford Ikon Petrol 1.3 P

Rs 5,

Rs 6,

89,149
Ford Ikon Diesel 1.4 Duratorq
63,233

Sports Utility Vehicles (SUV): Ford Endeavour.

Ford Endeavour 2.5L TDCI XLT 4X2:

Rs 19, 63,421

Ford Endeavour 3.0L TDCI XLT 4X4:

Rs 22, 63,040

20

MARKETING STRATEGIES OF FORD:

Product differentiation based on operational efficiency:
FORD EXCELLING THROUGH SERVICE: Ford tries to differentiate its offer on the

plank of service. It has gone in for a new norm in customer service: fix it right-the first timeon time. Ford is also supplying videotapes showing how repairs have to be done.
Adopting Offer to Suit Target Segment:
Ford modifies its models for India:
Ford modified its models for the Indian target segments as shown below:
1. Higher ground clearance to make the car more compatible to the rougher road surface in
India.
2. Stiffer rear springs to enable negotiating the ubiquitous patholes on Indian roads.
3. Changes in cooling requirement, with greater airflow to the rear.
4. Higher resistance to dust.
5. Compatibility of engine with the quality of fuel available in India.
6. Location of horn buttons on the steering vehicles. (As the India motorist uses the horn
more frequently, for cars sold in India, the horn buttons are kept on the steering wheel
and not on a lever on the side as in the models sold in Europe.)
21

Strategic segmentation of cars:

The Ford in India has launched the car only for few segments of people. The segmentation of
car buyers is
Hatchback car segment: Indian car market is crowded with a number of compact hatchbacks.
These numbers have kept on increasing after 2002. The newly designed hatchbacks offer a blend
of fuel efficiency and capacious cargo capacity. These cars have their distinctive style and
performance when compared to sedans and SUVs. Most of the customers prefer hatchback cars
due to its small size, easy to drive and low cost. Fortune Ford has Ford Figo as a hatch back car.
It is mostly preferred by first time buyers of cars. It is a common persons car .i.e. due to its
affordability it can be owned by any upper middle income customers. The demand for hatch back
cars is very high in the market.
FORD FIGO comes under this type of segment.
Sedan car segment:

Sedans have always been seen as a statement of

success. A common mans dream is to move from a two-wheeler to a small

car and then ultimate to a sedan. Sedan cars are luxurious and expensive.
Most of customers of sedan cars are well settled peoples. Fortune Ford has
Ford Fiesta and Ford Ikon as sedan cars.
FORD FIESTA, FORD IKON comes under this segment of cars.

22

SUV segment: As the Indian economy is taking a turn for the better; it is
changing the lifestyle of the yuppies and the oldies alike. More and more
people are emphasizing on quality with utility. Traveling and outings during
weekends is also becoming a growing trend. Sport Utility Vehicles come to
the rescue and support these changes in everyday peoples lifestyles. It
mostly preferred by business peoples and politicians.
FORD ENDEAVOUR comes under this segment.

Strategic Promotions by FORD:

Ford follows the promotions at two levels, they a

1 Promotions of product directly by the manufacturer.

2 Promotions at dealer level.

In the first step the products of vehicles manufactured by the Ford Automotive are directly
promoted by the manufacturer by himself. He follows many promotional strategies like
1

Advertising through television and newspaper.

Internet or interactive marketing.

Direct marketing.

In the second step the dealer of the vehicles promotes the vehicles.

23

The various promotional strategies followed by the Fortune Ford at dealer are
1

Advertising though newspapers, radios, palm plates. In this all the features of the product
and its prices are given in detail to the customer.

In televisions the scrolling are given about the product and its features.

Hoardings:
A heavy picture of the product which comprises of its attributes and special features are
displayed on the roadsides in the form of hoardings. It is a bit expensive strategy but attracts
many people who pass by that roadside.
This type of advertisement is prepared for those segments of people who cannot afford
their time in reading newspapers and watching televisions. While travelling from their home to
office, moving on their business activities they may watch these hoardings. These hoarding are
especially setup at the road signal stops.
Maintaining Data Bank:
In this the dealer collects personal/bio-data (address and contact number) of many people
from various organizations and different sector who are ready to buy the vehicles and who
change the vehicles regularly.
These people are met-in person or contacted through their contact number. The various
new features and new offers regarding the vehicles are advocated to them and are given
discounts on group purchase of vehicles, i.e. if 5 or more friends in the group purchase the cars at
a time then they are given special discounts on the vehicles.
24

Free Insurance:
The Fortune Ford gives a special offer of free insurance on the purchase of each vehicle
to its new customers.
Relationship Marketing:
Fortune Ford pays a special attention towards its old customers. To retain the old and
existing customers it conducts a corporate meet at a luxurious hotel. The event aims at knowing
the problems of the customers regarding the vehicles and also service feedback.
In this way it maintains an effective relationship with the customers and gains the
reputation and goodwill in the minds of the customers.
Sales Promotion:
The sales promotion is done in the fortune ford at three levels:
1

Showroom sales: In this the customers walk in to the showrooms to know about the details
of the product. Specially trained sales executives who are present in the showrooms give a
detailed explanation about the product to the customers.
Sales executives give a detailed note on the products features, various offers

Given by the manufacturer and also by the dealer to the customer and enhances the sales of the
vehicles.
2

Corporate sales: A special team of sales executives are sent to some big corporate sectors
and there they personally meet the heads of the organizations like C.E.Os, Managers etc.,
25

and explain about the vehicles and the offers and special schemes provided by the dealer to
them on bulk purchase of the vehicles and try to promote the sales of the vehicles.
3

Field sales: The sales executives conduct some events with the corporate working people
and try to demonstrate the product features and its benefits and try to promote the product
and increase its sales.

Conducting Customer Delight Program:

This is a unique program conducted by the Fortune Ford. This is a program conducted to
retain the old customers of the Ford. The old customers of the Fortune Ford are meeting
personally and they are requested to give their feedback by filling in the questionnaire which is
specially prepared for them. In this questionnaire their problems regarding the vehicle and also
their post-sale service experience are taken. If there exists any problem, then the Fortune Ford
service men try to resolve the problems of their customers as soon as possible and makes the
customer satisfied.
This is a technique to attract the new customers by satisfying the old customers and
gaining goodwill in the market.
STRATEGIC SALES STANDARDS:
Fortune Ford maintains strategic sales standards in the following manner.
The Sales faculty is clean, tidy and inviting, making customers comfortable while
purchasing products and availing services.

26

 Customers are courteously acknowledged within two minutes of their arrival and are
advised that a Sales Consultant will be available upon request.
The Sales Consultants appearance and dress will be of the highest standards.
An advisory relationship is established between the customer and the Sales Consultant
who listens to the customer, identifies their needs and ensures that they are met.
A pleasant, non-pressured purchase experience will be provided during which a thorough
demonstration of the vehicle features and benefits will be made.
A test drive will be offered to all customers.
Using a check list, the Sales Consultant delivers the vehicle in perfect condition when
promised.
Customers will be contacted within one week after delivery to ensure total satisfaction.
MAINTAINING SERVICE STANDARDS:
An efficient service facility allows a customer to avail all the service provided by
Fortune Ford, in a clean and welcoming environment.
An appointment is available within 5 working days of the customers request.
Customers are courteously acknowledged within two minutes of their arrival and the
write-up will begin with five minutes.

27

 Service needs are courteously identified, accurately recorded on the repair order and
verified with the customer.
The vehicle is serviced right on the first visit.
The vehicle is ready on the agreed upon time.
A through explanation of work done, warranty coverage and charges is given to the
customer.
All service repair work will be followed up within five working days.
Each vehicle will be washed before being returned to the customer.
3.2 INDUSTRIES OVERVIEW
The industry is estimated to be a US$ 34 billion industry with exports contributing 5 per cent of
the revenues. The growth of the Indian middle class with increasing purchasing power along with
the strong growth of the economy over the past few years has attracted global major auto
manufacturers to the Indian market. Moreover, India provides trained manpower at competitive
costs making India a favored global manufacturing hub. The Indian automobile industry is going
through a technological change where each firm is engaged in changing its processes and
technologies to
Maintain the competitive advantage and provide customers with the optimized products and
services. The de-licensing of the sector in 1991and the subsequent opening up of 100 per cent
foreign direct investment (FDI) through the automatic route marked the beginning of a new era
for the Indian automotive industry. Since then almost all the global major automobile players
have set up their facilities in India taking the level of production of vehicles from 2 million in
28

1991 to 10.83 million in 200708. Stagnation of the auto sector in markets such as Europe, US
and Japan on the other, have resulted in shifting of new capacities and flow of capital to the
Indian auto industry. The Indian automobile industry has been growing at the rate of 1527 per
cent over the past five years. In two wheelers industry, Indian companies are the largest
manufacturers in the world. Bikes are a major segment in the industry, the other two being
scooters and mopeds. Moreover, Indian car makers are earning acclaim worldwide. The homegrown automaker, Maruti Suzuki has emerged as the fourth most reputed among auto
companies in the world, even ahead of its parent Suzuki Motor Co of Japan, according to
the Global 200: The World's Best Corporate Reputations list, compiled by US-based Reputation
Institute.
Evolution of Automobile Industry:
While the automotive industry in India started developing in the 1940s, distinct growth rates
started only in the 1970s. Cars were considered ultra-luxury products, manufacturing was strictly
licensed, expansion was limited and there was a restrictive tariff structure. The decade 1985 to
1995 saw the entry of MarutiUdyog in the passenger car segment in collaboration with Suzuki of
Japan, and Japanese manufacturers
in the two-wheeler and commercial vehicle segments. After economic reforms took place in
India in 1991, it is only in the mid-1990s, that the automotive industry started opening up. Thus,
the mid-1990s are characterized by the entry of global automotive manufacturers through joint
ventures in India.
Till the 1990s, the automotive industry in India was primarily dominated by Maruti Suzuki, Tata
Motors, Hindustan Motors and Premier Padmini in the passenger car segment. Ashok Leyland,
Tata Motors and Mahindra & Mahindra dominated the commercial vehicle segment while Bajaj

29

Auto dominated the two-wheeler segment. After the year 2000, further policy changes were
introduced and focus on exports in
The industry started increasing. Following that, the Core Group on Automotive Research &
Development (CAR) was set up in the year 2003 to identify priority areas for Research and
Development (R&D) in India.
Contribution of the automotive industry to GDP and employment in the 1990s: Turnover of
the automotive industry in the year 19981999 was Rs. 360 billion and the industry provided
employment to over 10 million people directly and indirectly. The contribution of the automotive
industry to the GDP during the same period was 4 per cent rising from 2.77 per cent recorded in
the year 19921993.
Surge in road freight and passenger traffic generated demand for automobiles in 1990s
The average rate of growth of freight and passenger transport on the road was the highest
compared to other means of transport such as rail, air and sea throughout the 1990s. Even in
terms of absolute volume, traffic handled by roads was the maximum among the other means.
This partly explains the rise in growth of the automotive industry especially since the 1990s.
Initial Years
Manufacturing was licensed

High Customs duty on import

Steep excise duties &

sales tax

2 Major players:

Premier Automobiles Ltd

&Hindustan Motors

30

1980s

Entry of MUL, better product,

With government support

Sellers Market

Long Waiting Periods

Early to mid-90s

Sellers market and long waiting periods

DE licensing in 1993

Removal of capacity restrictions

Decrease in customs & excise

Auto finance boom- more players (foreign banks &non-banking companies, better
schemes.

Mid 90s Early 2000s

Buyers market

Increase in Indigenization

Easy Auto finance

Manufactures diversifying into related activities: finance lease, fleet management,

insurance and used car market

31

32

I.C.V.

M.C.V.

H.C.V.

SCOOTERETTES
MOPEDS
SCOOT

Leading PLAYERS and SEGMENTS in which they operate:

33

MANUFACTURER
Bajaj Auto

SEGMENTS
Two and Three Wheelers

BMW India

Cars and MUVs

Eicher Motors

LCVs, M&HCVs, Buses

ElectrothermIndia Electric

Two Wheelers

Fiat India

Cars

Force Motors

Three Wheelers, MUVs and LCVs

Ford India

Cars and MUVs

General Motors India

Cars and MUVs

Hindustan Motors

Cars, MUVs and LCVs

Honda

Two Wheelers, Cars and MUVs

Hyundai

Motors Cars and MUVs

Mahindra & Mahindra

Three Wheelers, Cars, MUVs, LCVs

Maruti Suzuki

Cars, MUVs

Piaggio

Three Wheelers, LCVs

Reva Electric Car Co.

Electric Cars

Royal Enfield Motors.

Two Wheelers

Scooters India

LCVs, M&HCVSs, Buses

Skoda India

Cars

Suzuki Motorcycles

Two Wheelers

Swaraj Mazda Ltd.

LCVs, M&HCVSs, Buses

Tata Motors

Cars, MUVs, LCVs, M&HCVs, Buses

Tatra Vectra Motors

M&HCVs

ToyotaKirloskar

Cars, MUVs

Tvs Motor Co.

Two Wheelers

Volvo India

M&HCVs, Buses

Yamaha Motor India

Two Wheelers

SEGMENTATION

34

A market segment consists of a group of customers who share a similar set of wants The
marketer does not create the segments; the marketers task is to identify the segments and decide
which one(s) to target. Segment marketing offers several benefits over mass marketing. The
company can create a more fine-tuned product or service offering and price it appropriately for
the target segment. The company can more easily select the best distribution and communication
channels, and it will also have a clearer picture of its competitors, which are the companies going
after the same segment.
In the context of automotive sector, we would be classifying it in the following ways-:
AUTOMOTIVE
I.
II.
III.

BASED ON THE PRICE OF THE CAR

BASED ON THE LENGTH OF THE CAR
BASED ON THE USER SEGMENT

BASED ON THE PRICE OF THE CAR

On the basis of price of car we can segment the car in following ways-:
i.

Economy Segment
a. The economy segment of car ranges up to Rs. 2.5 lacs. The products inths
segment are Maruti 800, Alto and the newly launched product of TATA motors i.e.
NANO.

ii.

Mid- Size Segment

a. The mid-size segment of car ranges from 2.5 lacs to 4.5 lacs. It includes the
products like Hyundai i20, Marutizen, Tata Indica etc.

iii.

Luxury car segment

35

a. The luxury segment of car ranges from 4.5 lacs to 10 lacs. It includes the products
like Honda city, Hyundai Verna, Mahindra Scorpio etc.
iv.

Super luxury car segment

a. The super luxury segment of car ranges above 10 lacs. This segment satisfies the
elite class of the society. It includes the products like Skoda Laura, Honda Accord,
BMW, Mercedes, Audi etc.

BASED ON THE LENGTH OF THE CAR

i.

A segment- Cars that are less than 3.5 meters long (800, omni)

ii.

B segment- Cars between 3.5 meters to 4 meters long( Zen, SX4, I20)

iii.

C Segment- Cars between 4 meters to 4.5 meters long (Verna, Honda city, ford fiesta)

iv.

D segment- Cars that are more than 4.5 meters long( Mercedez, Sonata, Accord, Skoda)

BASED ON THE USER

Segmentation of automotive sector is also based on the user of the products. Like the example of
TATA Motors, when it observed that their product INDICA is used extensively by the taxi
operators, it came up with a new model of the car having Round Tail Lights to distinguish it from
the car having vertical tail lights used by the individual buyers.
i.

Individual Buyers

ii.

Taxi operators

iii.

Government /non-government institutions

36

3.3 REVIEW OF LITERATURE

In present day economy, Marketing is defined as the providing of goods and services according
to the taste and preferences of the consumers at time when it is required. Every dealership
whether it is big or small, needs its vital for the firm to carry on its operation and to achieve the
target. The basis for marketing is information. Marketing information is needed to project,
compare and evaluate the dealers and consumers preferences.
After duly recognizing the importance of marketing, this topic has been chosen as the focus of
project. It analyze the various facts like price, promotional aspects and availability etc.,
Marketing has become a complicated job with the increase in the number of product trades and
with the changing life style of people, never a producer directs approaches the consumers for his
products and services in a same way consumer will never directly knock the door of produces for
his need and his wants in this or a specified wings has to play to keep the role between their two
parties to construct a harmonious relationship. Satisfaction is commonly understood as an
individuals feeling of delight or disappointment resulting from comparing a products perceived
performance (or Outcome) in relation to his or her expectation. Thus, it is a function of perceived

37

performance and the buyer expectations. The three broad levels of satisfaction can be represented
by means o relation.
If
Performance <

Expectation

Customer is dissatisfied

Performance =

Expectation

Satisfied

Performance >

Expectation

Highly satisfied

Many companies are aiming for high satisfaction because customers who are just satisfied still
find it easy to switch when a better offer comes along.
In todays competitive world every organization is vying for reaching and maintaining its top
most position. This they believe can be achieved only if their customers are favorably disposed
towards their products or service. Since the cost market ignorance in this competitive world is
beyond compensation, the changing situation demands the company to keep track of events
happening around them to meet their impending challenges. A company will survive only if it
adopts itself to the constant changes in this dynamic market. The ones who fail to do this would
fade out without a trace.
It is again the theory of evolution Survival of the Fittest meaning the one who adapts firsts
will live for the years to come.
PROVIDING WHAT IS KNOWN AS CONSUMER VALUE
Moving ahead we first define the term consumer valueas: Consumer value is defined as the ratio
between the customers perceived benefits (economic, functional and psychological and the
resources (monetary, time effort, psychological) used to obtain those benefits.

38

A SCHEMATIC REPRESENTATION IS AS SHOWN BELOW:

Product value
Service value

Total customer Value

Personal value
Image value

Customer delivered value

Monetary Price
Time price
Energy Cost

Total Customer Cost

Psycho cost
UNDERSTANDING THE CUSTOMER EXPECTATION:
How do buyers form their expectations? Based on a general study conducted in this field of
analyzing the buying pattern it is understood that Customers expectations finds its evolution
from the past buying experience, friends and associates advice, and marketers and competitors
information and promises. If marketers create a high degree of expectancy, the buyer is likely to
be disappointed. Conversely, if the company sets expectations too low, it fails to attract enough
buyers (although it might satisfy those who do buy).

39

Today some of the most successful companies are raising the expectations associated with their
product or service and therein are striving to deliver their performances to match these
expectations. These companies are aiming for what is known as Total Customer Satisfaction
(TCS).

CUSTOMER SATISFACTION
Customer satisfaction is the individuals perception of the performance of the products or service
in relation to his or her exceptions. Customers usually will have drastically different
expectations.
The concept of customer satisfaction is the function of customer expectations. A customer whose
experience falls below expectations will be dissatisfied and customer whose expectations are
exceeded will be highly satisfied or delighted.
The research indicates that there are rewards for having satisfied customers which is depicted as
below:
SATISFIED CUSTOMERS

CUSTOMERS TO PURCHASE FROM YOU

(As long as nothing better comes along)

40

ARE LIKELY TO PROVIDE YOU WITH 3 TO 5 REFERRALS OVER THEIR LIFETIME OR

PURCHASING
UNDERSTANDING THE CONSUMER BASED ON VARIOUS PERSONALITY TYPE :
Marketers are interested in understanding how a difference in personality influences
consumption behaviour because such knowledge enables them to understand consumer and to
segment and target those consumers who are likely to respond positively to their product or
service communications.

ATTRACTING CUSTOMERS
Todays customers are becoming harder to please. They are smarter, more price conscious, more
demanding, less forgiving and they are approached by many more competitors with equal or
better offers. The challenge, according to Jeffrey Gitomeris not to produce satisfied customers
but to produce delighted and loyal customers.
Companies seeking to expand their profits and sales have to spend considerable time and
resources searching for new customers. To generate leads, the company develops ads and places
them in media that will reach new prospects; it sends direct mails and makes phone calls to
possible new prospects; its sales person participate in trade choice where they might find new
leads; and so on. All this activity products a list of suspect. The next task is to identify which
suspects are really good prospects.
CUSTOMER RETENTION :
The over objective of providing value to customers continuously and more effectively is because
the competitors also to try to acquire highly satisfied ( Even delighted) customers ; the
organizations strategy of customer retention makes in the best interest of customer to stay with
the company rather than switch to another firm. In almost all business situations it is more
expensive to win new customers than to keep the existing ones. Studies have shown that small
reductions in customer defections produce significant in profits because of the following reasons.
1. Loyal customers buy more products
41

2. Loyal customer are less price sensitive and pay less attention to competitors advertising
3. Servicing existing customers, who are familiar with the firms offering and processes, is
cheaper.
4. Loyal customers spread positive word or mouth and refer other customer.
Further, more, marketing efforts involved in attracting new customers is expensive, rather
in saturated markets, it may be impossible to find new customers.

RELEVANCE OF POST PURCHASE BEHAVIOR

After purchasing the product, the consumer will experience some level of satisfaction or
dissatisfaction. The marketers job does not once the produce is sole. Marketers need to
constantly monitory post purchase satisfaction, post purchase actins an post purchase produce
uses.
POST PURCHASE SATISFACTION:
What determines whether the buyer will be highly satisfied, somewhat satisfied, or dissatisfied
with the purchase? The answer to this question can be given as: buyer satisfaction is the function
of the closeness between the buyers expectation and the products perceived performance.
Consumers from their expectation on the basis of messages received from sellers, friends and
other source that give information for instance even a sales promotion offer. As the gap between
the expectations and performance becomes larger and larger the greater is the consumer
dissatisfaction. This is where the consumers coping style comes in to play. Some consumers
magnify the gap when the produce is not perfect, and they are highly dissatisfied, others
minimize the gap and are less dissatisfied.
The importance of studying the post purchase satisfaction suggests that the product names must
truthfully represent the products likely performance. Some sellers might even understate
performance levels, so that consumers experience higher than expected satisfaction with
their product.
42

Customers Satisfaction is the critical strategic weapon for any enterprise as we move towards
the 21st century. The message is simple:
Every company must regard each of its customers as a valuable, irreplaceable asset and treat
him or her as they themselves would wish to be treated. The customers are the organizations
natural resources. The organization will be doomed as a civilization in spite of all the material
accomplishment if its squanders its natural resources. The organization will face an equally bleak
future if it let its customer resources depart without any conscious efforts to retain them.

Customer Satisfaction is so powerful that it can be quantified. Customer satisfaction deals with
data, nor theory, and there is a beauty of data:
If we can define it

we can measure it

If we can measure it

we can analyze it

If we can analyze it

we can control it

If we can control it

we can improve it

43

DATA ANALYSIS AND INTERPRETATION

4.1 DATA ANALYSIS

The data after collection has to be processed and analyzed in accordance with the outline laid
down for the purpose at the time of developing the research plan. This is essential for a scientific
study and for ensuring that we have all the relevant data. Processing implies editing, coding,
classification and tabulation of collected data so that they acquiescent to analysis.
The term analysis refers to the computation of certain measure along with searching for patterns
of relationships that exists among data-groups. Thus in the process of analysis, relationships of
differences supporting or conflicting with original or new hypothesis should be subjected to
statistical tests of significance to determine with what validity data can be said to indicate any
conclusions.
Analysis of data in a general way involves a number of closely related operations that are
performed with the purpose of summarizing the collected data and organizing them in such a
manner that answer the research questions.

44

Table No.1

DETAILS OF OWNERSHIP
Name of the car
Fiesta
Ikon
Endeavour
Figo
Total

No of customers
30
28
9
33
100

Figure 1

45

%
30
28
9
33
100

Data Analysis:The above table indicates that 33% of the respondents are having ford Figo,
30% of the respondents are having ford Fiesta, 28% of the respondents are having ford Ikon and
9% of the respondents are having ford Endeavour.

Interpretation:From the above data we can notice that majority customers are owned Figo
cars among various brands of Ford cars followed by Fiesta cars.

Table No. 2

RESPONDENTS MOTIVATION DETAILS

Customer motivation

No of customers

Brand image
Offers
Expert suggestions
Any other specify.

52
18
30
0

52
18
30
0

46

Figure 2

Data Analysis:The above table indicates that 52% of the respondents are motivating towards
the brand image, 30% of the respondents are motivating with expert suggestions and 18% of the
respondents are motivating with the offers only.

Interpretation:This objective of this question is to know how the customers motivated

towards the cars. From the data we can observe that Brand awareness has a great range of
influence on buying behavior

.
Table No.3

CUSTOMER PREFERENCE OF FORD CAR

Customers preference

No of customers

Style/design
Comfort
Ford brand
Service

32
36
22
10

32
36
22
10

Figure 3

47

Data Analysis:The above table indicates that 36% of the respondents are preferring comfort
of the car, 32% of the respondents preferstyle/design and 22% of the respondents are preferring
brand image and 10% of the respondents are preferring service.

Interpretation:The purpose of this question is to know the customers preferences and likes
towards the cars. From the above data majority customers are opting Ford cars due to comfort
and followed by style and design.

Table No.4
OPINION ABOUT CUSTOMER PERSPECTIVE COMPARED TO OTHER CARS IN
THE MARKET
Customers perspective
Fuel efficiency
Low maintenance
Brand quality
Any other specify..

No of customers
28
20
52
0

Figure 4

48

%
28
20
52
0

Data Analysis:the above table indicates that 52% of the respondents prefer brand quality, 28%
of the respondents prefer fuel efficiency and 20% of the respondents prefer low maintenance.

Interpretation: From this question we can position the cars according to the customers
perspectives. Many of the Ford customers are buying the cars by seeing its Brand Name only.

Table No.5
DETAILS OF PRICING OF FORD CARS
Customer opinion on price list

No of customers

38
41
6
15

38
41
6
15

of ford cars
Reasonable
Highly priced
Low priced
Cant say

Figure 5

Data Analysis: the above indicates that 41% of the respondents feel that ford cars are
highly priced, 38% of the respondents feel that ford cars are of reasonable price, 15% of the
respondents cant say anything about the price of the ford cars and 6% of the respondents feel
that ford cars are low priced.
49

Interpretation: From the above Table we can notice that majority of customers think that
Ford cars are affordable only by rich men. I.e.these cars are too expensive for an
economic/common man of the society

Table No.6

SOURCE OF AWARENESS
Source of awareness
Friends, relatives
Advertisements
Car experts
Sales persons visit
Auto magazines

No. of customers
19
43
16
6
16

%
19
43
16
6
16

Figure 6

Data Analysis: the above table indicates that 43% of the respondents are aware of the car with
advertisements, 19% of the respondents are aware of the car with friends or relatives, 16% of the
respondents are aware of the car with Auto magazines, car experts and 6% of the respondents are
aware of the car with sales persons visit.

50

Interpretation:From the above data we can notice that most of the Ford customers came to
know about their vehicle through advertisements only. The major media that attracted the
customers is television.

Table No.7

DETAILS OF SERVICE CENTERS

Place of service
At authorized service Centre
At a local workshop near home

No. of customers
72
28

%
72
28

Figure 7

Data Analysis:the above table indicates that 72% of the respondents service their cars at
authorized service center and 28% of the respondents service their cars at local workshop.

Interpretation: Most of the Fortune Ford customers are interested to service their vehicles
only at the authorized dealers. From this we come to know what the importance of authorized
service centers for car is.

51

Table No. 8

REASON FOR PREFERRING AUTHORIZED SERVICE CENTRE

Authorized service
Nearness
Quality of service
Low priced
Any other specify

No of customers
24
48
0
0

%
33
67
0
0

Figure 8

Data Analysis: the above table indicates that 67% of the respondents prefer authorized
service Centre for quality service and 33% of them are prefer only nearness service centres

Interpretation:One can notice that from the above data majority customers prefer authorized
service centers due to the quality of service provided by them.

52

Table No.9

DETAILS OF SATISFACTION RATING TOWARDS AUTHORIZED

SERVIC CENTRE
Satisfaction towards authorized

No of customers

9
30
20
12
1

12
42
28
17
1

service
Highly satisfied
Satisfied
Neither satisfied nor dissatisfied
Dissatisfied
Highly dissatisfied

Figure 9

Data Analysis:The above table indicates that 42% of the respondents satisfied their authorized
service centre and 28% of them neither satisfied nor dissatisfied their service center and finally
17% of the respondents are dissatisfied their service centers.

Interpretation: most of the ford customers are satisfied with the service at authorized service
centers.

53

Table No.10

REASON FOR PREFERRING LOCAL WORK SHOP

Local service
Nearness
Quality of service
Low priced
Any other specify

No of customers
11
5
12
0

%
39
18
43
0

Figure 10

Data Analysis: The above table indicates that 43% of the respondents prefer low priced
local work shop and 39% of the respondents prefer nearness local workshop service
centres and 18% of the respondents prefer local workshop for quality if service.

Interpretation: most of the customers prefer low priced local workshop for service of
their car.

Table No.11

DETAILS OF SATISFACTION RATING TOWARDSLOCAL WORK SHOP

Satisfaction towards local

No of customers
54

service
Highly satisfied
Satisfied
Neither satisfied nor dissatisfied
Dissatisfied
Highly dissatisfied

2
22
4
0
0

7
79
14
0
0

Figure 11

Data Analysis: The above table indicates that 79% of the respondents satisfied with the
services at local work shop and 14% of the respondents neither satisfied nor dissatisfied with the
services at local work shop and 7% of the respondents highly satisfied with the service at local
workshop.

Interpretation: From the above analysis most of theford customers are satisfied with the
service at local workshop.
Table No.12

PREFERENCE IN GETTING FINANCIAL HELP WHILE PURCHASING

A CAR
Name of the bank
ICICI

No. of customers
26

%
26

HDFC

18

18

55

SBH
Others
Total

20

20

36

36

100

100

Figure 12

Data Analysis:the above table indicates that 36% of the respondents have taken financial help
from other sources, 26%of the respondents have taken financial help from ICICI bank, 20% of
the respondents have taken financial help from SBH bank and 18% of the respondents have
taken financial help form HDFC bank.

Interpretation: Most of the customers prefer other sources than bank for taking financial help
while purchasing a car. Customers are asking for special discount on sale of cars.
Table No.13

MEDIA INFLUENCING TO PURCHASE CAR

media
Televisions
Magazines
News papers
F.M/Radio

No. of customers
44
13
34
9

56

%
44
13
34
9

Figure 13

Data Analysis::the above table indicates that 44% of the respondents watch televisions,
34%of the respondents read Newspapers,13% of the respondents read Magazines and 9% of the
respondents hear F.M/Radio.

Interpretation: From this analysis we come to know that most of the customers are interested
in watching televisions, which is a good media for communicating with people and delivering
our intentions about product.

Table No.14

OFFERS EXPECTING FROM FORD

Offers
Free insurance
Special discount on sale of cars
Extending the service period
Finance availability with 0%

No. of customers
21
37
18
24

interest

57

%
21
37
18
24

Figure 14

Data Analysis::the above table indicates that 37% of the respondents want special discount on
sale of cars, 24%of the respondents want financial availability with 0% interest, 21% of the
respondents want free insurance and 18% of the respondents want to extend the service period.

Interpretation: By the result of this question we come to know about the various promotional
techniques/offers which attract the customers. From the above analysis many customers are
expecting the special discount on sale of cars from the various offers given to them.
Table No.15

OVERALL SATISFACTION TOWARDS FORD CAR THAT CURRENTLY

HAVING
Overall satisfaction
Highly satisfied
Satisfied
Neither satisfied nor dissatisfied
Dissatisfied
Highly dissatisfied

No. of customers
15
59
20
5
1

58

%
15
59
20
5
1

Figure 15

Data Analysis:The above table indicates that 59% of the respondents satisfied with their ford
car,20% of the respondents neither satisfied nor dissatisfied with their car, 15% of the
respondents highly satisfied with their car, 5% of the respondents dissatisfied with their cars and
only 1% of the respondent is highly dissatisfied with their car.

Interpretation: From this analysis we come to know that most of the customers are satisfied
with their ford cars.
FINDINGS
Most of the respondents said that brand awareness has a great range of influence on
buying behavior.
Many of the Ford customers are buying the cars by seeing its Brand Name.
Many of the people feel that price list of ford cars is highly priced.
Majority of the respondents said that the major media that attracted the customers is
television and print.

59

 Most of the Fortune Ford customers are interested to service their vehicles only at the
authorized service center.

Most of the fortune ford customers are satisfied with their ford cars.

RECOMMENDATIONS
Plan forService Stations at main locations of the city, like Banjara Hills, Jubilee Hills,
Begumpet etc., where many customers feel it easy to go to service centers.
Advertisements through televisions and newspapers can influence many categories of people.

Mileage of Endeavor is not up to the mark.

CONCLUSION
Customer satisfaction is the important factor, which affects the financial position &
goodwill of the company. Customer demands are dynamic, but its consideration is necessary for
every company to make existence into the market.This project concludes that the Fortune Ford
should provide lowest price of cars for the sake of increasing sales & increasing Ford motor
market. Fortune ford gives advertisements using electronic media& print media to increase their
sales. And also provide new events & better after sales service to the existing customers. Already
fortune ford is having well brand image in the automobile market.
60

QUESTIONNAIRE:
Name:.. Contact no:.
1

Which of the following Ford car you own?

a) Fiesta

b) Ikon

c) Endeavour

d) Figo

2. What is that motivated you to purchase Ford car?

a) Brand image

b) Offers

c) Expert suggestions

d) Any other specify ..

3. What do you like most about your Ford car?
a

Style/design

b) Comfort

c) Ford brand

d) Service

4. What do you feel great about your car when compared to other cars in the market?
a

Fuel efficiency

b) Low maintenance

c) Brand quality

Any other specify ..

5. Whats your opinion on the price list of Ford cars?

61

Reasonable

b) Highly priced

c) Low priced

d)cant say

6. How did you come to know about this car before purchasing?
a

From friends and or relatives

b) Advertisements

c) Car experts

d) Sales persons visit

e) Auto magazines
7. Where do you get your car serviced regularly?
a

At authorized service Centre

At a local workshop near my home

If (a) is the answer proceed to next question else proceed to question 9

8. (1)Reason for preferring authorized service Centre?
a) Nearness

b) Quality of service

c) Low price

d) Any other specify..

(2) Rate your satisfaction level towards services at authorized service
Centre?
a

Highly satisfied

d) Dissatisfied

b) Satisfied

c) Neither satisfied nor dissatisfied

e) highly dissatisfied

9. (1)Reason for preferring local work shop?

a) Nearer

b) Quality of service

c) Low price

d) Any other specify..

(2) Rate your satisfaction level towards services at local work shop?
a) Highly satisfied
d) Dissatisfied

b) Satisfied

c) Neither satisfied nor dissatisfied

e) Highly dissatisfied

10. Which bank do you prefer in getting financial help while purchasing a car?
a

ICICI

b) HDFC

c) SBI

d) Others

11. To which media do you get expose regularly?

a

Televisions

b) Magazines

c) Newspapers

d) F.M/Radio

12. What kinds of offers do you like or expect from FORD?

a

Free insurance

c) Extending the service period

b) Special discount on sale of cars

d) Finance availability with 0% interest

13. Rate your overall satisfaction towards FORD car that you are currently having?
62

Highly satisfied

b) Satisfied

c) Neither satisfied nor dissatisfied

d) Dissatisfied e) Highly dissatisfied

BIBLIOGRAPHY
1

Philip Kotler, Marketing Management prentice Hall of India Pvt. Ltd., New
Delhi 2000 [millennium Edition]

Dr. C.N. Sowtakki, Marketing Management-, KalyaniPublisherFirst Edition 1999.

Bero G.C, Marketing Research- Tata mc Craw Hill publishingCompany limited

1995 Edition.

Dr .D. D Sharma, Marketing Research- sultan chand&sons 1999 Edition.

C. R. Kothari, Research Methodology Methods & Techniques,-H. S. Poplai for

wishwaprakasham, New Delhi 2000 Edition.

S. P. Gupta, statistical methods,-sultanchand& Co ,New Delhi 1990.

WEBLIOGRAPHY::
www.fordindia.com
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www.fortuneford.com
www.google.com
www.carwale.com
www.carazoo.com
AUTO MAGAZINES:
AUTOCAR
OVERDRIVE
B S MOTORING

ZIGWHEELS.

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