S.No CONTENT SLIDE NO.

1. INTRODUCTION 3-6

2. RESEARCH METHODOLOGY 7–9

3. COMPANY PROFILE 10 - 11

4. INDUSTRY ANALYSIS 12 – 21

5. DATA ANALYSIS 22 - 27
6. FINDING 28

7. SUGGESTION 29

8. CONCLUSION 30

9. REFRENCES 31
• 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.
 OBJECTIVES OF THE STUDY

The objectives of the project were “A study on Customer Perception and

Satisfaction towards Ford Cars Services with reference to Vinayak Ford
(Sagar)”.

• 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 Vinayak Ford

 SCOPE OF THE STUDY

The study is conducted to know the customer perception and satisfaction

towards ford cars services with reference to Vinayak Ford (Sagar).

• The scope of the study is vast 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 Sagar city was
consider for finding out the opinions of respondents.
 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.

 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.
 QUESTIONNAIRE DESIGN
The structured questionnaire for consumers and dealers was framed with the
following types of questionnaires:
• Two Option,
• Multiple Choice,
• Rating Questions
DATA COLLECTION
• 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.
 SAMPLING 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.

 PERIOD OF STUDY

Period of the project 45 days 20th May to 5th July 2017. 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
 Type Public

Industry Automotive
Founded June 16, 1903
Founder Henry Ford
Headquarter Dearborn, Michigan, U.S.

Area Served Worldwide

Key People  William C. Ford, Jr. (Executive Chairman)

 Jim Hackett (President and CEO)
 Products  Commercial Vehicle
 Luxury Vehicles
 Automotive Parts
Services  Automotive Finance
 Vehicle Leasing
 Vehicle Services
Revenue US$ 151.8 billion (2016)

Net Income US$ 4.596 billion (2016)

Total Assets US$ 237.9 billion (2016)

Numbers of Employee 2,01,000 (2016)

Website www.ford.com
• Ford Motor Company is an American automaker and the world's fifth
largest automaker based on worldwide vehicle sales. Based in Dearborn,
Michigan, a suburb of Detroit, the automaker was founded by Henry Ford,
on June 16, 1903. Ford Motor Company would go on to become one of the
largest and most profitable companies in the world, as well as being one of
the few to survive the Great Depression.
• The largest family-controlled company in the world, the Ford Motor
Company has been in continuous family control for over 110 years. Ford
now encompasses two brands: Ford and Lincoln. Ford once owned 5 other
luxury brands: Volvo, Land Rover, Jaguar, Aston Martin and Mercury. Over
time, those brands were sold to other companies and Mercury was
discontinued.
• The Ford Motor Company (commonly referred to simply as "Ford")
is an American multinational automaker headquartered in Dearborn,
Michigan, a suburb of Detroit. It was founded by Henry Ford and
incorporated on June 16, 1903.
• The company sells automobiles and commercial vehicles under the
Ford brand and most luxury cars under the Lincoln brand. Ford also
owns Brazilian SUV manufacturer, Troller, and Australian
performance car manufacturer FPV.
• In the past, it has also produced tractors and automotive
components. Ford owns an 8% stake in Aston Martin of the United
Kingdom, and a 49% stake in Jiangling of China.
• It also has a number of joint-ventures, one in China (Changan Ford),
one in Taiwan (Ford Lio Ho), one in Thailand (AutoAlliance
Thailand), one in Turkey (Ford Otosan), and one in Russia (Ford
Sollers). It is listed on the New York Stock Exchange and is controlled
by the Ford family, although they have minority ownership (but
majority of the voting power).
• Ford India is a completely owned Indian subsidiary of the
American multinational car manufacturer Ford Motor Company.

• It is headquartered in Maraimalai Nagar, Kanchipuram district,

Tamil Nadu and the company employs of around 10000 people in
India. Ford India Pvt Ltd was started in the year 1926, but it was
shut down in the year 1954 due to losses.

• It re-entered the market in the year 1995 as Mahindra Ford India

Limited. In the year 1998, it bought 72% of the shares & renamed
the company as Ford India Pvt ltd. Fords’ main manufacturing plant
is located at Maraimalai Nagar, 45 kms from Chennai & has the
capacity to produce 1,50,000 units in a year.
• Vinayak Ford is the dealer in Sagar (Madhya Pradesh) in both Sales &
Service, Vinayak Ford provide you the unforgettable experience of
customer satisfaction services.

• We are the most popular and best facilitating Ford service station in M.P.
Our well trained staff will help you by resolving all queries you have and
give you the best services and suggestion which help you to know your car
better.
• Our team will take the time to understand your personal and business
requirement. So as to find a compatible product for you that shares your
corporate values and meets your price expectation.
• We have a range of Ford Cars including Next-Gen Figo, Aspire, Frod
Ecosport, new Ford Endeavour and Legendary Ford Mustang (Indore ford)
• The workforce at Vinayak 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 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 facilities offered from the showroom are

• 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.

• Exchange offer for any of used car.

• Free spot evaluation for any used car.

• Full range of Ford cars with all colors and models to choose from.

• Professionally trained and courteous sales staff to take care of every

relevant need of the customers.

• Ford preferred insurance for cashless transactions in the event of claims.

Special offers on Insurance renewals.
 VISION

Ford’s vision statement is “people working together as a lean, global

enterprise for automotive leadership.” The company also explains,
“Automotive leadership is measured by the satisfaction of our customers,
employees, investors, dealers, suppliers and communities.”
Thus, Ford’s vision statement has the following major points:
• Global leadership
• Emphasis on stakeholders
• Lean business

 MISSION

Ford’s mission statement is “One Team. One Plan. One Goal.” This
mission statement is also known as the “One Ford” mission.
 VALUES

Fundamental to success for Ford Motor Company are these basic core
values:

People: Our people are the source of our strength. They provide our
corporate intelligence and determine our reputation and vitality.
Involvement and teamwork are our core human values.

Products: Our products are the end result of our efforts, and they should
be the best in serving our customers worldwide. As our products are
viewed, so are we viewed?

Profits: Profits are the ultimate measure of how efficiently we provide

customers with the best products for their needs. Profits are required to
survive and grow.
 PRODUCT PROFILE

• Ford Figo (2010-2017)

• Ford Aspire (2015-2017)
• Ford EcoSport (2013-2017)
• Ford Endeavour (2006-2017)
• Ford Mustang (2015-2017)

 COMPETITORS
• Honda Motors
• Hyundai Motors
• Tata Motors
• Toyota Motors
• Datsun Motors
• Nissan Motors
 Reason for Preferring Authorized Service Centre

Authorized service No. of Customers Percentage (%)

Nearness 24 33
Quality of service 48 67
Low priced 0 0
Any other specify 0 0
0%
0%

33%

Nearness

Quality of service
67%

Low priced

Any other specify…

 Details of Satisfaction Rating Towards Authorized Service Centre

Satisfaction towards authorized service No. of Customers Percentage (%)

Highly satisfied 9 12
Satisfied 30 42
Neither satisfied nor dissatisfied 20 28
Dissatisfied 12 17
Highly dissatisfied 1 1
1%
12%
17%

Highly satisfied
Satisfied
28% Neither satisfied nor dissatisfied
42%
Dissatisfied
Highly dissatisfied
 Details of Satisfaction Rating Towards Local Work Shop

Satisfaction towards local service No. of Customers Percentage (%)

Highly satisfied 2 7
Satisfied 22 79
Neither satisfied nor dissatisfied 4 14
Dissatisfied 0 0
Highly dissatisfied 0% 0 0
0%

14% 7%

Highly satisfied
Satisfied
Neither satisfied nor dissatisfied
Dissatisfied
Highly dissatisfied
79%
  Media Influencing to Purchase Car

Media No. of Customers Percentage (%)

Televisions 44 44
Magazines 13 13
News papers 34 34
F.M/Radio 9 9

44%

45

40 34%

35 Televisions
30 Magazines
25
News papers
20 13%
F.M/Radio
15 9%

10

0
% of customers
  Overall Satisfaction towards Ford Car That Currently Having
Overall satisfaction No. of Customers Percentage (%)
Highly satisfied 15 15
Satisfied 59 59
Neither satisfied nor dissatisfied 20 20
Dissatisfied 5 5
Highly dissatisfied 1 1
59%
60

50
Highly satisfied
40 Satisfied
Neither satisfied nor dissatisfied
30
20% Dissatisfied
20 15% Highly dissatisfied
5%
10
1%

0
% of customers
• 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.

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

• Most of the Vinayak Ford customers are satisfied with their ford cars
• Please try to increase the number of Service centers.

• It needs to improve its delivery process and time, need to become little quick.

• Please provide information about new cars along with their price lists at least
once in 6 months.

• There is no proper response from the service men at service station, Please
recruit efficient service men in the service centers.

• Advertisements through televisions can influence many categories of people, So

try to concentrate on this segment.

• Customer should be educated about the maintenance of the vehicle, i.e.

maintenance tips should be provided.

• Try to provide financial facility at 0% interest.

• Mileage of the cars is not up to the expectations.

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 Vinayak Ford should provide lowest
price of cars for the sake of increasing sales & increasing Ford motor market.
Vinayak 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 Vinayak Ford is having well brand image
in the automobile market.
• Philip Kotler, “Marketing Management” – prentice – Hall of India Pvt.
Ltd., New Delhi – 2000 [millennium Edition]

• Dr. C.N. Sowtakki, “Marketing Management”-, Kalyani PublisherFirst

Edition 1999.

• Bero G.C, “Marketing Research”- Tata mc Craw Hill publishing

Company limited 1995 Edition.

• "Ford Motor Company / 2008 Annual Report, Operating Highlights"

(PDF). p. 1. Retrieved September 19, 2010.

• Jump up Joann Muller (March 9, 2014). "William Clay Ford's Legacy

Cemented Family's Dynasty". Forbes.

• Ford Motor Company company : Shareholders, managers and business

summary". 4-Traders. France. Retrieved May 15, 2016.