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8/10/2019 Fords Final

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A STUDY ON CUSTOMER PERCEPTION AND SATISFACTION TOWARDS FORD

CARS WITH REFERENCE TO FORTUNE FORD (HYDERABAD)

BY

RAJA NARAYANA .D

(REG. NO-5137)

O

!ISHWA !ISHWANI INSTITUTE OF SYSTEMS AND MANAGEMENT

U"#$% &'$ G#*"+$ ,

B.!ISHWANATH

A,+*&$ P%,$,%

A PROJECT REPORT

S/&&$# &,

F*+0& , B"$ M*"*2$/$"&

In partial fulfillment of the requirements

For the award of the

POST GRADUATE DIPOMA IN MANAGEMENT

JUY4 616

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DECERATION

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.!ISHWANATH(M*%$&"2 F*+0&). The report

submitted by me is a bonafied work carried by me of my own effort and it has not

submitted to any other uniersity or published any time before.

!ignature of the student

D.!.R.NARAYANA

"ate #

Place#

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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)$ hasbeen carried out by ".%.&.'(&()('( 4 R$2. N,.5137

the student of l year *nd!+ P-" under my superision, guidance and !ubmitted in partial fulfillment

of the requirements for the (ward of degree P,& G%*#*&$ D80,/* " B"$ M*"*2$/$"&in

!'9*!'9*" I"&&&$ , S&$/ *"# M*"*2$/$"&, during the academic year 66:-616

"ate Project !uperisor

Place# )"+&(/(" 0B.!ISHWANATH1

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AC;NOWEDGMENT

I would like to confer my heartiest thanks to M%. I/*#'A&'$%, -eneral anager, Fortune

Ford for giing me the opportunity to work in company and guiding me in each and eery

aspect regarding my project, especially its practical applications. 2hile preparing my project I

got to hae an in depth knowledge of practical applications of the theoretical concepts and

definitely the things which I hae learned will undoubtedly help me in future, to analy3e many

processes going on in our economy.

I would like to thank P%,. SABYASACHI RATH (D%$+&,%

A+*#$/+)4!'9*!'9*" I"&&&$ , S&$/ *"# M*"*2$/$"&, for his guidance and

support.

2ords fail us to e4press our deep sense of gratitude to our reered superisor, P%,.

B.!'9*"*&'4 !'9*!'9*" I"&&&$ , S&$/ *"# M*"*2$/$"&, whose erudite

guidance and superision hae made this work possible. 2e are ery thankful for this aluable

guidance and constant encouragement during the preparation of this project. 2e are highly

thankful to all other members of department of !.!.I.S.M.4 for their suggestions and kind co5

operation in this project work.

2hile preparing my project I got to hae an in depth knowledge of practical applications of the

theoretical concepts and definitely the things which I hae learned will undoubtedly help me in

future, to analy3e many processes going on in our economy.

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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.

IST OF CONTENTS

5

CHAPTER NO CONTENTS PAGE NO

Executive summary 11 Introduction

1 Introduction 21.2 Objectives of the study 2

1.3 Need for the study 31.4 Scope of the study 31.5 Limitations of Study 3

2 Research ethodo!o"y2.1 ype of !esearch 42.2 !esearch Instrument 42.3 "uestionnaire #esi$n 42.4 #ata %o&&ection 52.5 Samp&in$ 'rocedure 5

2.( Samp&e Si)e 52.* 'eriod of Study (2.+ 'i&ot Survey (

3 3.1 company overvie, *3.2 Industries overvie, 223.3 !evie, of Literature 3-

# $ata Ana!ysis andInter%retation4.1 #ata na&ysis 3*

& 'indin"s 53Recommendations 53Conc!usion 54"uestionnaire 55

(i)!io"ra%hy 5*


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1.1 INTRODUCTION

9ustomer !atisfaction is the bu33word used by the business people for the success of

organi3ation in the present days. "ue to the increases of heay competition in eery product :

line it become difficult for the companies to retain the customers for longer time. !o 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 organi3ation successfully but also

fetch many benefits for the company . They are less process sensitie and they remain customer

for a longer period. They buy addition products oertimes as the company introduce related

produce related products or improed, so customer satisfactions is gaining a lot of importance in

the present day. +ery company is conducting surey on customer satisfaction leel on their

products .To make the products up to the satisfaction leel 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

perasie and momentous that is characteri3ed as second industrial. It played a ital role in

helping the nation to produce higher alue good and serices and in the enhancing their skills

and impose tremendous demand for automobile. The decrease in the interest rate and easy

aailable of cars loans from * to ; years, lot of car manufacturers company facing cut throat

competition in the fields of technology and price, !o to gain the market share it is important for

the institutes to satisfy its customers and to retain the reputation and its image.

1. OBJECTI!ES OF THE STUDY

The objecties of the project were A STUDY ON CUSTOMER PERCEPTION AND

SATISFACTION TOWARDS FORD CARS WITH REFERENCE TO FORTUNE FORD

(HYDERABAD).

To analy3e customer satisfaction towards F


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1.3NEED FOR THE STUDY

Importance of customer satisfaction in sales. (fter sales serice is a concept ery much

associated with sales especially in automobile industry. Four wheeler markets are

increasing at a faster rate in India. !ales of cars are 3ooming with growth of *8>

annually with the presence of eery major international brand of cars aailable in Indian

market , ford is considerably doing well with annual increase of ?> eery year. (s ford

sales are increasing it is ineitable to know the customer satisfaction, perception and also

after sales serice offered by ford to its customers to meet the customer e4pectation.

1.=SCOPE OF THE STUDY>

The study is conducted to know the customer perception and satisfaction towards ford cars

with reference to Fortune Ford in yderabad.

The scope of the study is wast as the study should hae been conducted for more than ?@

days.

"ata would hae been more accurate if the surey is done with more than 788

respondents.

Ford showrooms are located in other places i.e. locally and een in the neighboring

states.


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RESEARCH METHODAOGY

A&esearchB means a scientific and systematic search for pertinent information on a specific topic.

&esearch is a careful inestigation or inquiry especially through search for new facts in any

branch of knowledge. &esearch comprises defining and redefining problems, formulating

hypothesis or suggested solutionsC collecting, organi3ing and ealuating dataC making deductions

and reaching conclusionsC and at last carefully testing the conclusions to determine whether they

fit the formulating hypothesis.

AethodologyB is defined as the study of methods by which we gain knowledge, it deals with

cognitie processes imposed on research by the problems arising from the nature of its subject

matter$

.1 TYPE OF RESEARCH

"escriptie type of research has been used in this studyC it inoles sureys and fact findings

enquire of different kinds the major purpose of descriptie research is the description of the state

of affairs, as it e4ists at present. The main characteristics of this method are that the researcher

has no control oer the ariableC he can only report what has happened or what is happening. The

methods of research utili3ed in descriptie research are surey methods of all kinds, including

comparatie and correlation methods.

. RESEARCH INSTRUMENT

The research instrument used in this study is structured questionnaire$. !tructured 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 e4actly the same wording

and in the same order to all the respondents.

.3 ?UESTIONNAIRE DESIGN

The structured questionnaire for consumers and dealers was framed with the following types of

questionnaires, two option, multiple choice and &ating questions

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.= DATA COECTION

"ata refers to information or facts. It includes numerical figures, non5numerical figures,

descriptie facts, and qualitatie and quantitatie 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 !econdary data.

P%/*% #*&*

The primary data are those that are collected through questionnaire and direct personal interiew.

The questionnaire was framed in such a manner to obtain correct information, graded suitably for

the study. (ll the questionnaires were collected through personal contact from the respondents.

S$+,"#*% #*&*

!econdary data has been collected through oral communication. !econdary data about the

company profile and other details were collected from the company website.

.5 SAMPING PROCEDURE

9onenience sampling has been used in this study. 9onenience sampling is used for selection

of homogeneous sample for the study. It refers to selecting a sample of study objects on

conenience. It is a non5probability sampling. Thus research study may include study objects,

which are coneniently located. &esearch findings based on conenient sampling howeer,

cannot be generali3ed.

.@SAMPING SIE

"ue to time and resource constraint the sample si3e has been taken as 788 for customer. In

consultation with the company guide and the project guide.

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.7 PERIOD OF STUDY

Period of the project ?@ days 0Dune to Duly, *8781. "uring the period the following steps were

taken#


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3.1 COMPANY O!ER!IEW

F,%&"$ F,%# opened its doors for the first time in 'oember *88?. It is in business of selling

and sericing of Ford ehicles.F,%&"$ F,%#is a @8#@8> Doint %enture set up between /ashir

/abuEhan and 'iraodi.

The F,%# M,&,% C,/8*" is an (merican multinational corporation based in "earborn,

ichigan, a suburb of "etroit. The automaker was founded by enry Ford and incorporated on

Dune 7, 7G8;. Ford is currently the second largest automaker in the =.!. and the fourth5largest

in the world based on number of ehicles sold annually, directly behind %olkswagen.

Ford is the seenth5ranked oerall (merican5based company in the *88H Fortune @88 list, based

on global reenues in *88H of 7?.; billion. Ford ended *88G with a net profit of *.J billion.

Fie of FordKs ehicles ranked at the top of their categories and fourteen ehicles ranked in the

top three.

The Ford otor 9ompany was launched in a conerted factory in 7G8; with *H,888 in cash

from twele inestors, most notably Dohn and orace "odge 0who would later found their own

car company1. enryKs first attempt under his name was the enry Ford 9ompany on 'oember

;, 7G87, which became the 9adillac otor 9ompany on (ugust **, 7G8*. "uring its early years,

the company produced just a few cars a day at its factory on ack (enue in "etroit, ichigan.

-roups of two or three men worked on each car from components made to order by other

companies. enry Ford was ?8 years old when he founded the Ford otor 9ompany, which

would go on to become one of the worldKs largest and most profitable companies, as well as

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being one to surie the -reat "epression. (s one of the largest family5controlled companies in

the world, the Ford otor 9ompany has been in continuous family control for oer 788 years

embers of the board as of early *88J are# 9hief !ir Dohn /ond, &ichard anoogian, !tephen

/utler, +llen arram, Eimberly 9asiano, (lan ulally 0President and 9+


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Ford acquired /ritish sports car maker (ston artin in 7GHG, but sold it on arch 7*, *88J,

retaining a small minority stake, and %olo 9arsof !weden. In 'oember *88H it reduced its

;;.?> controlling interest in a3daof Dapan, to a 7;.?> non5controlling interest. It shares an

(merican joint enture plant in Flat &ock,ichigan called (uto (lliancewith a3da. It has

spun off its parts diision under the name %isteon.

Ford sold the =nited Eingdom5based Daguar and Land &oer companies and brands to Tata

otorsof India in arch *88H.

(lso in *88H, Ford otor is in negotiations with !hanghai (utomotie Industry 9orporationto

sell its %olo cars diision.

FordKsFoMoCoparts diision sells aftermarket parts under the otorcraftbrand name.

FordKs non5manufacturing operations include organi3ations such as automotie finance operation

Ford otor 9redit 9ompany. Ford also sponsors numerous eents and sports facilities around

the =!, most notably Ford 9enter in downtown


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&eenues were drien mainly by the popularity of the Figo. The company sold **,H@H units from

(pril to Dune this year, as compared to ,7H? units in the same period last year.

0ortune 0ord is the &ar$est dea&er in ndhra 'radesh in both Sa&es Service

,hich has retai&ed over 5--- cars and services over *- cars per day across

its there service &ocations. It has 5--- sft centra&&y air conditioned sho,room

&ocated in the heart of the city in Somaji$uda adjacent to enadu oce and

just opp. to hairtabad !. he o&icho,6i sho,room is strate$ica&&y &ocated

to cater the needs of corporate sector ,or6in$ or residin$ in and around

7adhapur8achibo,&i and a&so parts of 9ub&ee :i&&s. his ma6es convenient

for a&most every one residin$ in and around :yderabad and Secunderabad.

F,%&"$ F,%#markets and serices the recently launched truly +uropean Ford Fiesta, the

eer5popularFord Ikon Flair, the 'o non5sense carFord Fusionand the macho !=% theFord

Endeavour through its sales and serice outlets at yderabad. The sales outlet is located

strategically at !omajiguda ne4t to +anadu. 2e hae two serice centers, one at 9hapel &oad,

(bids opposite !tanley9ollege and other one at Fathebagh, !anthnagar. These centrally located

outlets proide conenient and easy access to both the proud owners as well as prospectie

buyers. The workforce at Fortune Ford is committed to e4cellence in sering all esteemed

customers.

The !ales Team is made up of dedicated showroom and field e4ecuties 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

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helping hand in proiding attractie buyback options and also arranging finance at competitie

rates.

The !erice 9entre is armed with the state5of5the art equipment and is in5line with FordKs

e4acting -lobal standards. The serice team is technically qualified and trained to analy3e and

proide solutions adhering to Ouality 9are, in order to satisfy een the most demanding

customers.

The Fortune Ford dealership maintains a high standard of e4cellence in sales and serices by

sending its personnel for training on a regular basis to Ford India Limited, to update them with

the latest technological adances in the automotie sphere.

Fortune Ford has @888 sft centrally air conditioned showroom, located in the heart of the city in

!omajiguda, adjacent to +enadu office and just opp. to Ehairtabad &T(. This makes conenient

for almost eery one residing in and around yderabad and !ecunderabad.

T'$ *+0&$ ,$%$# %,/ &'$ ',9%,,/ *%$ >

7. %ery easy finance facility with in5house finance team to cater to eery car finance

requirements. (ll the leading finance counters are aailable like I9I9I, "F9, E


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0ord 0iesta 'etro& 1.( #uratec S>I= !s +

*/55/

0ord 0iesta 'etro& 1.( #uratec S = !s +

*+++/

0ord 0iesta #iese& 1.4 #urator@ >I= !s +

(134/

0ord 0iesta #iese& 1.4 #urator@ ?>I= !s /

1(241

0ord 0iesta #iese& 1.4 #urator@ S>I= !s /

+/+21

0ord I6on 'etro& 1.3 ' = !s 5

+/14/

0ord I6on #iese& 1.4 #urator@ = !s (

(3233

Sports Ati&ity Behic&es CSABD= 0ord ndeavour.

0ord ndeavour 2.5L #%I >L 4>2= !s 1/ (3421

0ord ndeavour 3.-L #%I >L 4>4= !s 22 (3-4-

2-


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MAR;ETING STRATEGIES OF FORD>

P%,#+& #$%$"&*&," *$# ," ,8$%*&,"*0 $+$"+>

F

Ford modified its models for the Indian target segments as shown below#

7. igher ground clearance to make the car more compatible to the rougher road surface in

India.

*. !tiffer rear springs to enable negotiating the ubiquitous patholes on Indian roads.

;. 9hanges in cooling requirement, with greater airflow to the rear.

?. igher resistance to dust.

@. 9ompatibility of engine with the quality of fuel aailable in India.

. Location of horn buttons on the steering ehicles. 0(s 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 leer on the side as in the models sold in +urope.1

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S&%*&$2+ $2/$"&*&," , +*%>

The Ford in India has launched the car only for few segments of people. The segmentation of

car buyers is

H*&+'*+ +*% $2/$" Indian car market is crowded with a number of compact hatchbacks.

These numbers hae kept on increasing after *88*. The newly designed hatchbacks offer a blend

of fuel efficiency and capacious cargo capacity. These cars hae their distinctie style and

performance when compared to sedans and !=%s. ost of the customers prefer hatchback cars

due to its small si3e, easy to drie 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 personBs car .i.e. due to its

affordability it can be owned by any upper middle income customers. The demand for hatch back

cars is ery high in the market.

AF


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S,- se"ment= s the Indian economy is ta6in$ a turn for the betterG it is

chan$in$ the &ifesty&e of the yuppies and the o&dies a&i6e. 7ore and more

peop&e are emphasi)in$ on @ua&ity ,ith uti&ity. rave&in$ and outin$s durin$

,ee6ends is a&so becomin$ a $ro,in$ trend. Sport Ati&ity Behic&es come to

the rescue and support these chan$es in everyday peop&eEs &ifesty&es. It

most&y preferred by business peop&es and po&iticians.

H0O!# N#BOA!E comes under this se$ment.

S&%*&$2+ P%,/,&," FORD>

F,%# follows the promotions at two leels, they a

7 Promotions of product directly by the manufacturer.

* Promotions at dealer leel.

In the first step the products of ehicles manufactured by the Ford (utomotie are directly

promoted by the manufacturer by himself. e follows many promotional strategies like

7 (dertising through teleision and newspaper.

* Internet or interactie marketing.

; "irect marketing.

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

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The arious promotional strategies followed by the Fortune Ford at dealer are

7 (dertising though newspapers, radios, palm plates. In this all the features of the product

and its prices are gien in detail to the customer.

* In teleisions the scrolling are gien about the product and its features.

H,*%#"2#

( heay 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 e4pensie strategy but attracts

many people who pass by that roadside.

This type of adertisement is prepared for those segments of people who cannot afford

their time in reading newspapers and watching teleisions. 2hile traelling from their home to

office, moing on their business actiities they may watch these hoardings. These hoarding are

especially setup at the road signal stops.

M*"&*""2 D*&* B*">

In this the dealer collects personal6bio5data 0address and contact number1 of many people

from arious organi3ations and different sector who are ready to buy the ehicles and who

change the ehicles regularly.

These people are met5in person or contacted through their contact number. The arious

new features and new offers regarding the ehicles are adocated to them and are gien

discounts on group purchase of ehicles, i.e. if @ or more friends in the group purchase the cars at

a time then they are gien special discounts on the ehicles.

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F%$$ I"%*"+$>

The Fortune Ford gies a special offer of free insurance on the purchase of each ehicle

to its new customers.

R$0*&,"'8 M*%$&"2>

Fortune Ford pays a special attention towards its old customers. To retain the old and

e4isting customers it conducts a corporate meet at a lu4urious hotel. The eent aims at knowing

the problems of the customers regarding the ehicles and also serice feedback.

In this way it maintains an effectie relationship with the customers and gains the

reputation and goodwill in the minds of the customers.

S*0$ P%,/,&,">

The sales promotion is done in the fortune ford at three leels#

7 S',9%,,/ *0$>In this the customers walk in to the showrooms to know about the details

of the product. !pecially trained sales e4ecuties who are present in the showrooms gie a

detailed e4planation about the product to the customers.

!ales e4ecuties gie a detailed note on the products features, arious offers

-ien by the manufacturer and also by the dealer to the customer and enhances the sales of the

ehicles.

* C,%8,%*&$ *0$# ( special team of sales e4ecuties are sent to some big corporate sectors

and there they personally meet the heads of the organi3ations like 9.+.


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and e4plain about the ehicles and the offers and special schemes proided by the dealer to

them on bulk purchase of the ehicles and try to promote the sales of the ehicles.

3 F$0# *0$> The sales e4ecuties conduct some eents 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.

C,"#+&"2 C&,/$% D$02'& P%,2%*/>

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 gie their feedback by filling in the questionnaire which is

specially prepared for them. In this questionnaire their problems regarding the ehicle and also

their post5sale serice e4perience are taken. If there e4ists any problem, then the Fortune Ford

serice men try to resole 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 SAES STANDARDS>

F,%&"$ F,%# maintains strategic sales standards in the following manner.

The !ales faculty is clean, tidy and initing, making customers comfortable while

purchasing products and aailing serices.

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9ustomers are courteously acknowledged within two minutes of their arrial and are

adised that a !ales 9onsultant will be aailable upon request.

The !ales 9onsultantBs appearance and dress will be of the highest standards.

(n adisory relationship is established between the customer and the !ales 9onsultant

who listens to the customer, identifies their needs and ensures that they are met.

( pleasant, non5pressured purchase e4perience will be proided during which a thorough

demonstration of the ehicle features and benefits will be made.

( test drie will be offered to all customers.

=sing a check list, the !ales 9onsultant deliers the ehicle in perfect condition when

promised.

9ustomers will be contacted within one week after deliery to ensure total satisfaction.

MAINTAINING SER!ICE STANDARDS#

(n efficient serice facility allows a customer to aail all the serice proided by

Fortune Ford, in a clean and welcoming enironment.

(n appointment is aailable within @ working days of the customerBs request.

9ustomers are courteously acknowledged within two minutes of their arrial and the

write5up will begin with fie minutes.

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!erice needs are courteously identified, accurately recorded on the repair order and

erified with the customer.

The ehicle is sericed right on the first isit.

The ehicle is ready on the agreed upon time.

( through e4planation of work done, warranty coerage and charges is gien to the

customer.

(ll serice repair work will be followed up within fie working days.

+ach ehicle will be washed before being returned to the customer.

3. INDUSTRIES O!ER!IEW

The industry is estimated to be a =! ;? billion industry with e4ports contributing @ per cent of

the reenues. The growth of the Indian middle class with increasing purchasing power along with

the strong growth of the economy oer the past few years has attracted global major auto

manufacturers to the Indian market. oreoer, India proides trained manpower at competitie

costs making India a faored 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

aintain the competitie adantage and proide customers with the optimi3ed products and

serices. The de5licensing of the sector in 7GG7and the subsequent opening up of 788 per cent

foreign direct inestment 0F"I1 through the automatic route marked the beginning of a new era

for the Indian automotie industry. !ince then almost all the global major automobile players

hae set up their facilities in India taking the leel of production of ehicles from * million in

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7GG7 to 16.3 /00," " 6676. !tagnation of the auto sector in markets such as +urope, =!

and Dapan on the other, hae 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 of157 8$%

+$"& oer the past fie years. In two wheelers industry, Indian companies are the largest

manufacturers in the world. /ikes are a major segment in the industry, the other two being

scooters and mopeds. oreoer, Indian car makers are earning acclaim worldwide. The home5

grown automaker, M*%& S '* $/$%2$# * &'$ ,%&' /,& %$8&$# */,"2 *&,

+,/8*"$ " &'$ 9,%0#4 $$" *'$*# , & 8*%$"& S M,&,% C, , J*8*"4 *++,%#"2 &,

&'$ G0,*0 66> The 2orldKs /est 9orporate &eputations list, compiled by =!5based &eputation

Institute.

E,0&," , A&,/,0$ I"#&%>

2hile the automotie industry in India started deeloping in the 7G?8s, distinct growth rates

started only in the 7GJ8s. 9ars were considered ultra5lu4ury products, manufacturing was strictly

licensed, e4pansion was limited and there was a restrictie tariff structure. The decade 7GH@ to

7GG@ saw the entry of aruti=dyog in the passenger car segment in collaboration with !u3uki of

Dapan, and Dapanese manufacturers

in the two5wheeler and commercial ehicle segments. (fter economic reforms took place in

India in 7GG7, it is only in the mid57GG8s, that the automotie industry started opening up. Thus,

the mid57GG8s are characteri3ed by the entry of global automotie manufacturers through joint

entures in India.

Till the 7GG8s, the automotie industry in India was primarily dominated by aruti !u3uki, Tata

otors, industan otors and Premier Padmini in the passenger car segment. (shok Leyland,

Tata otors and ahindra M ahindra dominated the commercial ehicle segment while /ajaj

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(uto dominated the two5wheeler segment. (fter the year *888, further policy changes were

introduced and focus on e4ports in

The industry started increasing. Following that, the 9ore -roup on (utomotie &esearch M

"eelopment 09(&1 was set up in the year *88; to identify priority areas for &esearch and

"eelopment 0&M"1 in India.

C,"&%&," , &'$ *&,/,&$ "#&% &, GDP *"# $/80,/$"& " &'$ 1::6> Turnoer of

the automotie industry in the year 7GGH:7GGG was &s. ;8 billion and the industry proided

employment to oer 78 million people directly and indirectly. The contribution of the automotie

industry to the -"P during the same period was ? per cent rising from *.JJ per cent recorded in

the year 7GG*:7GG;.

S%2$ " %,*# %$2'& *"# 8*$"2$% &%*+ 2$"$%*&$# #$/*"# ,% *&,/,0$ " 1::6

The aerage 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 7GG8s. +en in

terms of absolute olume, traffic handled by roads was the ma4imum among the other means.

This partly e4plains the rise in growth of the automotie industry especially since the 7GG8s.

I"&*0 Y$*%

anufacturing was licensed

Q igh 9ustoms duty on import

Q !teep e4cise duties M

Q sales ta4

Q * ajor players#

Premier (utomobiles Ltd

Mindustan otors

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1:6

Q +ntry of =L, better product,

2ith goernment support

Q !ellerBs arket

Q Long 2aiting Periods

E*%0 &, /#-:6

Q !ellerBs market and long waiting periods

Q "+ licensing in 7GG;

Q &emoal of capacity restrictions

Q "ecrease in customs M e4cise

Q (uto finance boom5 more players 0foreign banks Mnon5banking companies, better

schemes.

M# :6 E*%0 666

Q /uyerBs market

Q Increase in Indigeni3ation

Q +asy (uto finance

Q anufactures diersifying into related actiities# finance lease, fleet management,

insurance and used car market

31


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32


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S%OO!7O'#

I.%.B. 7.%.B. :

$*#"2 PAYERS *"# SEGMENTS " 9'+' &'$ ,8$%*&$>

33


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MANUFACTURER SEGMENTS

/ajaj (uto Two and Three 2heelers

/2 India 9ars and =%s

+icher otors L9%s, M9%s, /uses

+lectrothermIndia +lectric Two 2heelers

Fiat India 9ars

Force otors Three 2heelers, =%s and L9%s

Ford India 9ars and =%s

-eneral otors India 9ars and =%s

industan otors 9ars, =%s and L9%s

onda Two 2heelers, 9ars and =%syundai otors 9ars and =%s

ahindra M ahindra Three 2heelers, 9ars, =%s, L9%s

aruti !u3uki 9ars, =%s

Piaggio Three 2heelers, L9%s

&ea +lectric 9ar 9o. +lectric 9ars

&oyal +nfield otors. Two 2heelers

!cooters India L9%s, M9%!s, /uses

!koda India 9ars

!u3uki otorcycles Two 2heelers

!waraj a3da Ltd. L9%s, M9%!s, /uses

Tata otors 9ars, =%s, L9%s, M9%s, /uses

Tatra %ectra otors M9%s

ToyotaEirloskar 9ars, =%s

Ts otor 9o. Two 2heelers

%olo India M9%s, /uses

)amaha otor India Two 2heelers

SEGMENTATION

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( market segment consists of a group of customers who share a similar set of wants The

marketer does not create the segmentsC the marketerBs task is to identify the segments and decide

which one0s1 to target. !egment marketing offers seeral benefits oer mass marketing. The

company can create a more fine5tuned product or serice 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 hae a clearer picture of its competitors, which are the companies going

after the same segment.

In the conte4t of automotie sector, we would be classifying it in the following ways5#

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a. The lu4ury segment of car ranges from ?.@ lacs to 78 lacs. It includes the products

like onda city, yundai %erna, ahindra !corpio etc.

. S8$% 0% +*% $2/$"&

a. The super lu4ury segment of car ranges aboe 78 lacs. This segment satisfies the

elite class of the society. It includes the products like !koda Laura, onda (ccord,

/2, ercedes, (udi etc.

BASED ON THE ENGTH OF THE CAR

i. ( segment5 9ars that are less than ;.@ meters long 0H88, omni1

ii. / segment5 9ars between ;.@ meters to ? meters long0 Nen, !?, I*81

iii. 9 !egment5 9ars between ? meters to ?.@ meters long 0%erna, onda city, ford fiesta1

i. " segment5 9ars that are more than ?.@ meters long0 ercede3, !onata, (ccord, !koda1

BASED ON THE USER

!egmentation of automotie sector is also based on the user of the products. Like the e4ample of

TATA M,&,%4 when it obsered that their product AI'"I9(B is used e4tensiely by the ta4i

operators, it came up with a new model of the car haing &ound Tail Lights to distinguish it from

the car haing ertical tail lights used by the indiidual buyers.

i. Indiidual /uyers

ii. Ta4i operators

iii. -oernment 6non5goernment institutions

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3.3 RE!IEW OF ITERATURE

In present day economy, arketing is defined as the proiding of goods and serices according

to the taste and preferences of the consumers at time when it is required. +ery dealership

whether it is big or small, needs itBs ital for the firm to carry on its operation and to achiee the

target. The basis for marketing is information. arketing information is needed to project,

compare and ealuate the dealers and consumers preferences.

(fter duly recogni3ing the importance of marketing, this topic has been chosen as the focus of

project. It analy3e the arious facts like price, promotional aspects and aailability etc.,

arketing has become a complicated job with the increase in the number of product trades and

with the changing life style of people, neer a producer directs approaches the consumers for his

products and serices in a same way consumer will neer 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. !atisfaction is commonly understood as an

indiidualBs feeling of delight or disappointment resulting from comparing a productBs perceied

performance 0or


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performance and the buyer e4pectations. The three broad leels of satisfaction can be represented

by means o relation.

If

Performance R +4pectation S 9ustomer is dissatisfied

Performance S +4pectation S !atisfied

Performance +4pectation S ighly satisfied

any 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 todayBs competitie world eery organi3ation is ying for reaching and maintaining its top

most position. This they beliee can be achieed only if their customers are faorably disposed

towards their products or serice. !ince the cost market ignorance in this competitie world is

beyond compensation, the changing situation demands the company to keep track of eents

happening around them to meet their impending challenges. ( company will surie 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 eolution S%*0 , &'$ F&&$& meaning the one who adapts firsts

will lie for the years to come.

PRO!IDING WHAT IS ;NOWN AS CONSUMER !AUE

oing ahead we first define the term consumer alueas# 9onsumer alue is defined as the ratio

between the customerBs perceied benefits 0economic, functional and psychological and the

resources 0monetary, time effort, psychological1 used to obtain those benefits.

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A SCHEMATIC REPRESENTATION IS AS SHOWN BEOW>

Product alue

!erice alue Total customer %alue

Personal alue

Image alue 9ustomer deliered alue

onetary Price

Time price

+nergy 9ost Total 9ustomer 9ost

Psycho cost

UNDERSTANDING THE CUSTOMER E

ow do buyers form their e4pectationsU /ased on a general study conducted in this field of

analy3ing the buying pattern it is understood that 9ustomers e4pectations finds its eolution

from the past buying e4perience, friendsB and associatesB adice, and marketersB and competitors

information and promises. If marketers create a high degree of e4pectancy, the buyer is likely to

be disappointed. 9onersely, if the company sets e4pectations too low, it fails to attract enough

buyers 0although it might satisfy those who do buy1.

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Today some of the most successful companies are raising the e4pectations associated with their

product or serice and therein are striing to delier their performances to match these

e4pectations. These companies are aiming for what is known as : Total 9ustomer !atisfaction

0T9!1.

CUSTOMER SATISFACTION

9ustomer satisfaction is the indiidualBs perception of the performance of the products or serice

in relation to his or her e4ceptions. 9ustomers usually will hae drastically different

e4pectations.

The concept of customer satisfaction is the function of customer e4pectations. ( customer whose

e4perience falls below e4pectations will be dissatisfied and customer whose e4pectations are

e4ceeded will be highly satisfied or delighted.

The research indicates that there are rewards for haing satisfied customers which is depicted as

below#

SATISFIED CUSTOMERS

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(&+ LIE+L) T< P&


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9ustomers !atisfaction is the critical &%*&$2+ 9$*8," for any enterprise as we moe towards

the *7stcentury. The message is simple#

+ery company must regard $*+' , & +&,/$% as a aluable, irreplaceable asset and treat

him or her as they themseles would wish to be treated. The customers are the organi3ationBs

natural resources. The organi3ation will be doomed as a ciili3ation in spite of all the material

accomplishment if its squanders its natural resources. The organi3ation will face an equally bleak

future if it let its customer resources depart without any conscious efforts to retain them.

9ustomer !atisfaction is so powerful that it can be quantified. 9ustomer 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 analy3e it

If we can analy3e it we can control it

If we can control it we can improe it

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DATA ANAYSIS AND INTERPRETATION

=.1 DATA ANAYSIS

The data after collection has to be processed and analy3ed in accordance with the outline laid

down for the purpose at the time of deeloping the research plan. This is essential for a scientific

study and for ensuring that we hae all the releant 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 e4ists among data5groups. 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 alidity data can be said to indicate any

conclusions$.

(nalysis of data in a general way inoles a number of closely related operations that are

performed with the purpose of summari3ing the collected data and organi3ing them in such a

manner that answer the research questions.

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Table 'o.7

DETAIS OF OWNERSHIP

N*/$ , &'$ +*% N, , +&,/$%

F$&* 36 36

I,"

E"#$*,% : :

F2, 33 33

T,&*0 166 166

F2%$ 1

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D*&* A"*0>The aboe table indicates that ;;> of the respondents are haing ford Figo,

;8> of the respondents are haing ford Fiesta, *H> of the respondents are haing ford Ikon and

G> of the respondents are haing ford +ndeaour.

I"&$%8%$&*&,">From the aboe data we can notice that majority customers are owned Figo

cars among arious brands of Ford cars followed by Fiesta cars.

Table 'o. *

RESPONDENTS MOTI!ATION DETAIS

4(

C&,/$% /,&*&," N, , +&,/$%

B%*"# /*2$ 5 5

O$% 1 1

E8$%& 22$&," 36 36

A" ,&'$% 8$+. 6 6


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F2%$

D*&* A"*0>The aboe table indicates that @*> of the respondents are motiating towards

the brand image, ;8> of the respondents are motiating with e4pert suggestions and 7H> of the

respondents are motiating with the offers only.

I"&$%8%$&*&,">This objectie of this question is to know how the customers motiated

towards the cars. From the data we can obsere that /rand awareness has a great range of

influence on buying behaior.

Table 'o.;

CUSTOMER PREFERENCE OF FORD CAR

C&,/$% 8%$$%$"+$ N, , +&,/$%

S&0$#$2" 3 3

C,/,%& 3@ 3@

F,%# %*"#

S$%+$ 16 16

F2%$ 3

4*


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D*&* A"*0>the aboe table indicates that @*> of the respondents prefer brand quality, *H>

of the respondents prefer fuel efficiency and *8> of the respondents prefer low maintenance.

I"&$%8%$&*&,">From this question we can position the cars according to the customerBs

perspecties. any of the Ford customers are buying the cars by seeing its /rand 'ame only.

Table 'o.@

DETAIS OF PRICING OF FORD CARS

C&,/$% ,8"," ," 8%+$ 0&

, ,%# +*%

N, , +&,/$%

R$*,"*0$ 3 3

H2'0 8%+$# =1 =1

,9 8%+$# @ @

C*"K& * 15 15

F2%$ 5

D*&* A"*0> the aboe indicates that ?7> of the respondents feel that ford cars are

highly priced, ;H> of the respondents feel that ford cars are of reasonable price, 7@> of the

respondents canBt say anything about the price of the ford cars and > of the respondents feel

that ford cars are low priced.

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I"&$%8%$&*&,"> From the aboe Table we can notice that majority of customers think that

Ford cars are affordable only by rich men. I.e.these cars are too e4pensie for an

economic6common man of the society

Table 'o.

SOURCE OF AWARENESS

S,%+$ , *9*%$"$ N,. , +&,/$%

F%$"#4 %$0*&$ 1: 1:

A#$%&$/$"& =3 =3

C*% $8$%& 1@ 1@

S*0$K 8$%," & @ @

A&, /*2*"$ 1@ 1@

F2%$ @

D*&* A"*0>the aboe table indicates that ?;> of the respondents are aware of the car with

adertisements, 7G> of the respondents are aware of the car with friends or relaties, 7> of the

respondents are aware of the car with (uto maga3ines, car e4perts and > of the respondents are

aware of the car with saleBs personBs isit.

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I"&$%8%$&*&,">From the aboe data we can notice that most of the Ford customers came to

know about their ehicle through adertisements only. The major media that attracted the

customers is teleision.

Table 'o.J

DETAIS OF SER!ICE CENTERS

P0*+$ , $%+$ N,. , +&,/$%

A& *&',%$# $%+$ C$"&%$ 7 7

A& * 0,+*0 9,%',8 "$*% ',/$

F2%$ 7

D*&* A"*0>the aboe table indicates that J*> of the respondents serice their cars at

authori3ed serice center and *H> of the respondents serice their cars at local workshop.

I"&$%8%$&*&,">ost of the Fortune Ford customers are interested to serice their ehicles

only at the authori3ed dealers. From this we come to know what the importance of authori3ed

serice centers for car is.

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Table 'o. H

REASON FOR PREFERRING AUTHORIED SER!ICE CENTRE

A&',%$# $%+$ N, , +&,/$%

N$*%"$ = 33

?*0& , $%+$ = @7

,9 8%+$# 6 6

A" ,&'$% 8$+ 6 6

F2%$

D*&* A"*0> the aboe table indicates that J> of the respondents prefer authori3ed

serice 9entre for quality serice and ;;> of them are prefer only nearness serice centres

I"&$%8%$&*&,">


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T*0$ N,.:

DETAIS OF SATISFACTION RATING TOWARDS AUTHORIED

SER!IC CENTRE

S*&*+&," &,9*%# *&',%$#

$%+$

N, , +&,/$%

H2'0 *&$# : 1

S*&$# 36 =

N$&'$% *&$# ",% #*&$# 6

D*&$# 1 17

H2'0 #*&$# 1 1

F2%$ :

D*&* A"*0>The aboe table indicates that ?*> of the respondents satisfied their authori3ed

serice centre and *H> of them neither satisfied nor dissatisfied their serice center and finally

7J> of the respondents are dissatisfied their serice centers.

I"&$%8%$&*&,">most of the ford customers are satisfied with the serice at authori3ed serice

centers.

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T*0$ N,.16

REASON FOR PREFERRING OCA WOR; SHOP

,+*0 $%+$ N, , +&,/$%

N$*%"$ 11 3:

?*0& , $%+$ 5 1,9 8%+$# 1 =3

A" ,&'$% 8$+ 6 6

F2%$ 16

D*&* A"*0# The aboe table indicates that ?;> of the respondents prefer low priced

local work shop and ;G> of the respondents prefer nearness local workshop serice

centres and 7H> of the respondents prefer local workshop for quality if serice.

I"&$%8%$&*&,">most of the customers prefer low priced local workshop for serice of

their car.

T*0$ N,.11

DETAIS OF SATISFACTION RATING TOWARDSOCA WOR; SHOP

S*&*+&," &,9*%# 0,+*0 N, , +&,/$%

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$%+$

H2'0 *&$# 7

S*&$# 7:

N$&'$% *&$# ",% #*&$# = 1=

D*&$# 6 6

H2'0 #*&$# 6 6

F2%$ 11

D*&* A"*0>The aboe table indicates that JG> of the respondents satisfied with the

serices at local work shop and 7?> of the respondents neither satisfied nor dissatisfied with theserices at local work shop and J> of the respondents highly satisfied with the serice at local

workshop.

I"&$%8%$&*&,"> From the aboe analysis most of theford customers are satisfied with the

serice at local workshop.

T*0$ N,.1

PREFERENCE IN GETTING FINANCIA HEP WHIE PURCHASING

A CAR

N*/$ , &'$ *" N,. , +&,/$%

ICICI @ @

HDFC 1 1

55


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SBH 6 6

O&'$% 3@ 3@

T,&*0 166 166

F2%$ 1

D*&* A"*0>the aboe table indicates that ;> of the respondents hae taken financial help

from other sources, *>of the respondents hae taken financial help from I9I9I bank, *8> of

the respondents hae taken financial help from !/ bank and 7H> of the respondents hae

taken financial help form "F9 bank.

I"&$%8%$&*&,">ost of the customers prefer other sources than bank for taking financial help

while purchasing a car. 9ustomers are asking for special discount on sale of cars.

T*0$ N,.13

MEDIA INFUENCING TO PURCHASE CAR

/$#* N,. , +&,/$%

T$0$," == ==

M*2*"$ 13 13

N$9 8*8$% 3= 3=

F.MR*#, : :

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F2%$ 13

D*&* A"*0>>the aboe table indicates that ??> of the respondents watch teleisions,

;?>of the respondents read 'ewspapers,7;> of the respondents read aga3ines and G> of the

respondents hear F.6&adio.

I"&$%8%$&*&,">From this analysis we come to know that most of the customers are interested

in watching teleisions, which is a good media for communicating with people and deliering

our intentions about product.

T*0$ N,.1=

OFFERS E


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F2%$ 1=

D*&* A"*0>>the aboe table indicates that ;J> of the respondents want special discount on

sale of cars, *?>of the respondents want financial aailability with 8> interest, *7> of the

respondents want free insurance and 7H> of the respondents want to e4tend the serice period.

I"&$%8%$&*&,">/y the result of this question we come to know about the arious promotional

techniques6offers which attract the customers. From the aboe analysis many customers are

e4pecting the special discount on sale of cars from the arious offers gien to them.

T*0$ N,.15

O!ERA SATISFACTION TOWARDS FORD CAR THAT CURRENTY

HA!ING

O$%*00 *&*+&," N,. , +&,/$%

H2'0 *&$# 15 15

S*&$# 5: 5:

N$&'$% *&$# ",% #*&$# 6 6

D*&$# 5 5

H2'0 #*&$# 1 1

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F2%$ 15

D*&* A"*0>The aboe table indicates that @G> of the respondents satisfied with their ford

car,*8> of the respondents neither satisfied nor dissatisfied with their car, 7@> of the

respondents highly satisfied with their car, @> of the respondents dissatisfied with their cars and

only 7> of the respondent is highly dissatisfied with their car.

I"&$%8%$&*&,">From this analysis we come to know that most of the customers are satisfied

with their ford cars.

FINDINGS

ost of the respondents said that brand awareness has a great range of influence on

buying behaior.

any of the Ford customers are buying the cars by seeing its /rand 'ame.

any of the people feel that price list of ford cars is highly priced.

ajority of the respondents said that the major media that attracted the customers is

teleision and print.

5/


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ost of the Fortune Ford customers are interested to serice their ehicles only at the

authori3ed serice center.

7ostof the fortune ford customers are satisfied with their ford cars.

RECOMMENDATIONS

Plan for!erice !tations at main locations of the city, like /anjara ills, Dubilee ills,

/egumpet etc., where many customers feel it easy to go to serice centers.

(dertisements through teleisions and newspapers can influence many categories of people.

ileage of +ndeaor is not up to the mark.

CONCUSION

9ustomer satisfaction is the important factor, which affects the financial position M

goodwill of the company. 9ustomer demands are dynamic, but its consideration is necessary for

eery company to make e4istence into the market.This project concludes that the Fortune Ford

should proide lowest price of cars for the sake of increasing sales M increasing Ford motor

market. Fortune ford gies adertisements using electronic mediaM print media to increase their

sales. (nd also proide new eents M better after sales serice to the e4isting customers. (lready

fortune ford is haing well brand image in the automobile market.

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"ASIONNI!=

N*/$>.. C,"&*+& ",>.

1 W'+' , &'$ ,00,9"2 F,%# +*% , ,9"L

a1 Fiesta b1 Ikon c1 +ndeaour d1 Figo

. W'*& &'*& /,&*&$# , &, 8%+'*$ F,%# +*%L

a1 /rand image b1


62/64

a &easonable b1 ighly priced c1 Low priced d1canBt say

@. H,9 ## , +,/$ &, ",9 *,& &' +*% $,%$ 8%+'*"2L

a From friends and or relaties b1 (dertisements

c1 9ar e4perts d1 !aleBs persons isit

e1 (uto maga3ines

7. W'$%$ #, , 2$& ,% +*% $%+$# %$20*%0L

a (t authori3ed serice 9entre

b (t a local workshop near my home

If 0a1 is the answer proceed to ne4t question else proceed to question :

. (1)R$*," ,% 8%$$%%"2 *&',%$# $%+$ C$"&%$L

a1 'earness b1 Ouality of serice c1 Low price

d1 (ny other specifyVVVVVVVVVV..

() R*&$ ,% *&*+&," 0$$0 &,9*%# $%+$ *& *&',%$# $%+$

C$"&%$L

a ighly satisfied b1 !atisfied c1 'either satisfied nor dissatisfied

d1 "issatisfied e1 highly dissatisfied

:. (1)R$*," ,% 8%$$%%"2 0,+*0 9,% ',8L

a1 'earer b1 Ouality of serice c1 Low price

d1 (ny other specifyVVVVVVVVVV..

() R*&$ ,% *&*+&," 0$$0 &,9*%# $%+$ *& 0,+*0 9,% ',8L

a1 ighly satisfied b1 !atisfied c1 'either satisfied nor dissatisfied

d1 "issatisfied e1 ighly dissatisfied

16. W'+' *" #, , 8%$$% " 2$&&"2 "*"+*0 '$08 9'0$ 8%+'*"2 * +*%L

a I9I9I b1 "F9 c1 !/I d1


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a ighly satisfied b1 !atisfied c1 'either satisfied nor dissatisfied

d1 "issatisfied e1 ighly dissatisfied

BIBIOGRAPHY

7 Philip Eotler, arketing anagement$ : prentice : all of India Pt. Ltd., 'ew

"elhi : *888 Wmillennium +ditionX

* "r. 9.'. !owtakki, arketing anagement$5, EalyaniPublisherFirst +dition 7GGG.

; /ero -.9, arketing &esearch$5 Tata mc 9raw ill publishing9ompany limited

7GG@ +dition.

? "r .". " !harma, arketing &esearch$5 sultan chandMsons 7GGG +dition.

@ 9. &. Eothari, &esearch ethodology ethods M Techniques$,5. !. Poplai for

wishwaprakasham, 'ew "elhi : *888 +dition.

!. P. -upta, statistical methods$,5sultanchandM 9o ,'ew "elhi 7GG8.

WEBIOGRAPHY##

www.fordindia.com

(3
http://www.fordindia.com/http://www.fordindia.com/


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www.fortuneford.com

www.google.com

www.carwale.comwww.cara3oo.com

AUTO MAGAINES>

(=T

fords final

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