Asim Khan PartB539681852-A-Study-on-Customer-Satisfaction-Towards-Ford-Cars-at-Lucknow-City

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TABLE OF CONTENT

S. No Particulars From To

1. Certificate

2. Declaration

3. Acknowledgement i i

4. Preface ii ii

5. Executive Summary iii v

6. Introduction to the Topic 1 14

7. Part I Company Profile 15 59

8. Objective of the study 60 61

9. Research methodology 62 65

10. Data analysis & interpretation 66 79

11. Findings of the study 80 81

12. Part II Conclusion 82 83

13. Suggestions & recommendations 84 85

14. Limitations 86 87

15. Bibliography 88 89

16. Annexure

vii
INTRODUCTION

1
INTRODUCTION TO THE TOPIC

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.

2
Organizations become increasingly customer focused and driven by demand, the need to

gain customer loyalty and retain their loyalty is critical. Customer satisfaction is the

most effective way to achieve customer loyalty. Customer satisfaction and customer

loyalty share many similar traits. Customer value is the customer‟s perception of the

ratio of benefits to what he or she gives to obtain those benefits. The customer Value

Triad is a framework used to understand what it is that customers want. The framework

consists of three parts: (1) perceived product quality, (2) value-based pricing, and (3)

perceived service quality.

Customers are satisfied, when value meets or exceeds expectations. If their expectations

of value are not met, there is no chance of satisfying them. Figuring out what the

customers want, however, is a difficult and complex process. To be able to create and

deliver customer value is important to understand its components. On the most basic

level, value from a customer‟s perspective is the ratio of benefits to the risks being taken

while buying the product.

CUSTOMER SATISFACTION

AN INSIGHT

According to Harold E Edmondson “ Customer Satisfaction” seems to appear in print

more frequently than any other catch phrase used to describe a new found magic for

industrial success. Before we proceed in to the study of the dynamics of Customer

Satisfaction it is important to know about, who a customer is and what satisfaction really

means.

3
Who really is a Customer?

The question of defining who your customers are seems fairly easy particularly if you

have segmented your market properly and understand who you are trying to

satisfy. However subtlety that frequently goes undetected by many firms is that is that

customer set can be divided into two parts, the apparent customer and the user. The

apparent customer is the person or group of people who decide what product to buy and

basically have control over the purse strings. The user is a person or group who

physically uses the product or is the direct recipient of a service.

What does satisfaction really mean?

As in defining customer above, defining satisfaction also appears simple. However as

with customer there is a subtlety that needs addressing. Satisfaction by most definitions

simply means meeting the customer‟s requirement.

Customer satisfaction is a concept that more and more companies are putting at the heart

of their strategy, but for this to be successful they‟re needs to be clarity about, what

customer satisfaction means and what needs to happen to drive improvement. Without

this, there is a risk that customer satisfaction becomes little more than a good intention,

with confused objectives failing to address the real issues for customers, one helpful way

to look at the problem is to rephrase the objectives: set the sights on helping the

customers meet their goals.

Customer satisfaction can be defined in many different ways. Finding the right way for a

company depends on understanding your customer and on having a clear vision of the

role that customer satisfaction is to play in the strategy. For example, a focus on

customer satisfaction can work alongside existing segmentations to support revenue

4
generation from high value customers or it can be a company-wide objective rooted in

the brand values. For the former, it may be sufficient to focus on improving customer

service, but for the latter a broader definition of customer satisfaction is necessary,

closer akin to corporate reputation.

Whatever the strategy for customer satisfaction, it must at least include getting the basics

right. Failing to achieve this can destroy the reputation as well as losing valuable

customers. Every customer, regardless of their economic worth to the business, has the

power to influence – positively or negatively – a company‟s reputation. Once the

objectives for the customer satisfaction strategy are defined there are a number of steps

we can take to make sure the focus on customer satisfaction is effective.

Building a company around Customer Satisfaction -

With the increase in customer‟s demands and competition it has become a lot more

important to base the entire company on customer service. When doing this one must

first realize that every member of an organization plays an active role in customer

service. This includes both external customers and internal customers within a company.

Customer focused organizations focus both on customer satisfaction and

profit. Achieving customer satisfaction generates the profit. In these organizations top

management has frequent contacts with external customers. The top management uses

consultative, participative, and supportive management styles to get through to the

customer. The staff focuses all of its attention on satisfying the customer‟s

needs. However, the management‟s job is to provide the staff with support necessary to

achieve these goals. The other department and staff in the organization that do not have

5
direct contact with the external customers deal exclusively with internal customer

satisfaction.

Customer loyalty in service industries has received considerable attention in both

marketing and management theory and practice. As customer loyalty may act as a

barrier to customer switching behaviour it has an impact on the development of a

sustainable competitive edge, (Keaveney, 1995; Gremler and Brown, 1996). During past

decades, customer satisfaction has frequently been advanced to account for customer

loyalty (Newman and Werbel, 1973; Oliver and Linda, 1981; LaBarbera and Mazursky,

1983; Bearden and Teel, 1983; Bitner, 1990; Fornell, 1992; Anderson and Fornell, 1994;

Dick and Basu, 1994; Oliver, 1996). Here, an implicit theme is that positive evaluations

on the basis of expectancy disconfirmation of service providers will instigate customers

to favour them with their patronage. However, the direct relationship between customer

evaluations of services and loyalty has remained somewhat equivocal. For instance,

Bloemer and Kasper (1995) demonstrate that the satisfaction-loyalty relationship is not

simple and straightforward as the level of elaboration on the part of the customer may

act as a moderator between satisfaction and loyalty. Furthermore, Oliva et al. (1992)

argue that the relationship between service satisfaction and loyalty is non-linear,

meaning that in case satisfaction increases above a certain level, customer loyalty will

increase rapidly. However, it is also shown that loyalty remains unaffected over a

relatively large range of satisfaction levels that fall below that certain level. In this

paper, we investigate how two factors may have a complementary impact on customer

loyalty in relation to varying levels of customer satisfaction; (1) value attainment and (2)

positive mood. Previous research in the context of work experience and turnover

intentions (George, 1991; Judge, 1993; George and Jones, 1996) suggests that

6
simultaneously considering value attainment, job satisfaction and moods results in a

better understanding of the phenomenological experience of work and its consequences

for employee loyalty towards the organisation. Based on the work of Heskett et al.

(1994) who propose that job satisfaction and customer satisfaction are closely related,

we attempt to test the model of George and Jones (1996) from a mirror image

perspective, i.e. we focus on the role of value attainment and positive mood in relation to

the customer satisfaction-loyalty link in the service profit chain.

Most research in services marketing has ignored the extent to which the service

experience or service process contributes to the attainment of consumer values. One

possible explanation may be that the focus has been dominated by functional contexts,

such as hotel reservations and bank transactions (Price et al., 1995). Moreover,

measurement of service quality has primarily been done from a static rather than a

dynamic perspective, as a result of which service process elements have not been

addressed widely (Boulding et al., 1993). This is, for instance, reflected in the

dimensions of the SERVQUAL instrument, which has been designed to evaluate the

quality of services from the consumer's perspective. Some of the original ten dimensions

(see Parasuraman et al., 1990) have to do with the service delivery by the provider (e.g.

credibility, security), while others are more consumer-oriented (e.g. responsiveness,

understanding). As Oliver (1996, p. 155) observes: "all have to do with delivering the

service, none directly assesses what service delivery does for the consumer". Particularly

in services that involve a more phenomenological (i.e. Gestalt) experience with a

sustained sensory and expressive content and ritualistic processes, such as art lessons,

deep sea diving and artistic performance, consumers are motivated by the realisation of

values and in turn these values help consumers to give meaning to the service experience

and this will affect patronage decisions. In the marketing communications and consumer

7
behaviour literature, the use of personal and social values has been heavily emphasised

(Peter and Olson, 1996; East, 1997). However, in the literature on service evaluations

this aspect is lacking. Therefore, in this paper we attempt to extend our knowledge about

loyalty in services by including value attainment as a factor that is not reflected in the

expectancy disconfirmation paradigm. Value attainment, thus, reflects the extent to

which consumers perceive the service experience to contribute to the achievement of

instrumental goals.

A second factor that we propose to take into account when explaining customer loyalty

in services is positive mood. By considering positive mood we focus on the affective

context for consumer behaviour (Clark and Isen, 1982). This seems especially relevant

for the extended service experience in which consumers spend considerable time in

contact with the service provider and environment. As such, we view mood during the

service experience as a factor that is independent from the affective elements in the

satisfaction judgement, as mood in this sense is concerned with affective aspects that are

experienced during the service delivery process instead of the emotional component that

is directed towards the service offering itself (cf. George and Jones, 1996).

Following Oliver et al. (1992), we argue that in case of relatively high levels of

satisfaction, satisfaction will be the most important determinant of customer loyalty.

However, especially in the case of extended service encounters it may not always be

possible to attain high levels of satisfaction, as multiple encounters take place. Extended

service encounters have the following characteristics: (1) a temporal duration; (2) an

affective or emotional content; and (3) the spatial proximity of service provider and

customer (Price et al., 1995, p. 83). In these encounters, value attainment and positive

mood may have an additional and even compensatory impact on customer loyalty

intentions, as previous research has demonstrated (George and Jones, 1996). Therefore,

8
we propose that the phenomenological experience of services as a "Gestalt" can be

multifarious and that a simultaneous consideration of cognition, affect and values holds

substantial promise for a better understanding of customer loyalty. This article is

structured as follows. First, we will offer a brief synthesis of the extant literature on key

conceptual and methodological issues concerning satisfaction, mood, and value

attainment. We subsequently discuss the results of a study designed to provide empirical

evidence on the triple interaction between aforementioned concepts in explaining service

loyalty. We conclude with a discussion of a number of research and managerial

implications of our results.

Conceptualizing the multifarious service experience

Satisfaction has been recognised as "the central element in the marketing concept"

(Erevelles and Young, 1992, p. 104). In the abundant research literature both process

and outcome (or performance) definitions of satisfaction co-exist. With regard to the

former, several conceptualisations of satisfaction have been advanced in the literature

(Oliver and DeSarbo, 1988; Tse and Wilton, 1988; Yi, 1990). The central theme in these

definitions is the expectancy disconfirmation paradigm. According to this paradigm,

consumers form expectations, which act as a standard against which service

performance will be judged. A comparison of expectations and perceptions will result in

either confirmation or disconfirmation. Customers' expectations are confirmed when

product or service perceptions exactly meet expectations. Disconfirmation will be the

result of a discrepancy between expectations and perceptions. Two types of

disconfirmation can be identified: positive disconfirmation occurs when product

performance exceeds prior expectations and negative disconfirmation occurs when

expectations exceed performance. Confirmation and positive disconfirmation will be

likely to result in satisfaction, whereas negative disconfirmation leads to dissatisfaction.

9
Process definitions of satisfaction enable fast evaluations with respect to brief service

interactions (e.g. buying a train ticket) as well as evaluations from service experiences

that involve consumption periods of considerable duration (e.g. attending an evening

class). As a result, satisfaction can be perceived in terms of a singular occurrence and as

an aggregated impression of a number of events. According to Oliver (1996), this is a

critical feature for service providers.

In addition, outcome definitions of satisfaction exist. Here, satisfaction is viewed as a

state of fulfilment that is connected to reinforcement and arousal. As an end-state,

several types of satisfaction have been discerned in the satisfaction-as-states framework

developed by Oliver (1989). On the basis of level of reinforcement and degree of arousal

the following end-states of satisfaction have been advanced: "satisfaction-as-

contentment", "satisfaction-as-pleasure", "satisfaction-as-relief", "satisfaction-as-

novelty" and "satisfaction-as-surprise". Satisfaction is thus perceived to be a post-

consumption evaluation or "a pleasurable level of consumption-related fulfillment"

(Oliver, 1996, p. 13). Particularly in a services context, the service delivery can be

designed in such a way that it exceeds expectations in terms of arousal and

reinforcement as end-states (Rust and Oliver, 1994). However, in the case of extended

services it may be very difficult to reach optimal levels of satisfaction on a continual

basis, because there may be many factors that influence satisfaction formation which are

beyond the control of the service provider.

If we accept that consumers use certain services in order to reach fulfilment of a valued

process of consumption, then values prompt consumers to seek out services that are

value-fulfilling. Services in this sense can be viewed as enhancements, phenomena that

add to the positive value of a consumer's life (Oliver, 1996). Hence, consumer

satisfaction may not be the only contributor to service loyalty. We propose that the

10
attainment of consumer values should also be viewed as a determinant of service

patronage. Values are an important element of motivational analysis (Pearce, 1993).

They reflect the enduring conviction that a certain type of behaviour or state of existence

are "personally or socially preferable to an opposite or converse mode of conduct or end-

state of existence" (Rokeach, 1973, p. 5). Values change only gradually over time and

may have a continual influence on the evaluation of behaviour and/or events as they

draw attention to the product or service attributes which consumers perceive to have

goal satisfying capabilities (Mazanec, 1984; Henry, 1986; Homer and Kahle, 1988). As

such, they help consumers to give meaning to the service experience. Often a distinction

is made between instrumental and terminal values in consumer value systems.

Instrumental values are conceptualised as a means of reaching a goal. Products and

services may provide the benefits that help consumers realise their objectives. Terminal

values reflect aspects of self-actualisation, the ultimate goals that consumers desire to

reach in their lives. Services have often been related to instrumental values. For instance,

credit card companies related their services to privileges for members, to independence,

security and power. Therefore, in this paper, we conceptualise value attainment as the

extent to which consumers perceive the service experience to contribute to the

achievement of instrumental values. Examples of instrumental values are independence,

ambition and self-control. Instrumental value attainment thus focuses on the extent to

which a service experience helps consumers in realising preferred modes of conduct or

ways of behaving.

In addition, affect has been identified as a third contributor to the service experience

(Knowles et al., 1993). Affect is conceptually different from the outcome of a cognitive

evaluation process. Affect does not only form a source of motivation but it has also a

significant impact on consumer information processing and eventually consumer choice.

11
Several taxonomies have been proposed to classify and describe the large number of

subjective feelings consumers may have. Mano and Oliver (1993) suggest that affect can

be described according to valence (e.g. happy vs sad) and intensity of arousal.

Furthermore, the distinction between emotions and moods is often made. Emotions are

notable and intense forms of affect attributable to a specific cause, while moods reflect

mild generalised affective states that are induced by a variety of factors (Clark and Isen,

1982; Gardner, 1985; 1987; Gardner and Hill, 1988). Moods form an affective context

for behaviour (Clark and Isen, 1982). Although moods cannot be controlled by service

providers, they can be influenced by aspects of service provider behaviour, such as, for

example, an employee's smile, an ambient service environment (Cunningham, 1979;

Hochchild, 1983). Moods reflect how consumers feel during their encounters with the

service provider.

There is increasing evidence that mood can best be characterised in terms of two

independent dimensions: positive and negative. According to Watson and Tellegen

(1985) the positive dimension refers to the extent to which an individual affirms a zest

for life. Clark and Isen (1982) suggest that people continuously strive for positive mood

and avoid negative mood states. This implies that consumers would attempt to avoid

service situations in which they experience a negative mood. Alternatively, if a

consumer experiences positive affect, we would expect this encourages him/her to repeat

the service experience and hence become loyal to the service provider.

Satisfaction, value attainment, moods and consumer loyalty

The connection between satisfaction and loyalty has been one of much debate in the

literature. Oliva et al. (1992), for instance, propose that the relationship between service

satisfaction and service loyalty is nonlinear, resulting from the tendency to remain loyal

in spite of the pressure of switching incentives. The authors present evidence that, in

12
between critical satisfaction thresholds, loyalty is generally unaffected by varying

degrees of satisfaction and dissatisfaction. The absence of unequivocal support for the

relationship between satisfaction and loyalty leads us to incorporate the variables value

attainment and mood as moderators of that relationship. We argue that the parallel

consideration of satisfaction, value attainment and moods will yield a more in-depth and

comprehensive understanding of the relationship between satisfaction and loyalty in

services and more generally how the service experience may or may not lead to

consumer switching behaviour.

Values have been related to satisfaction and loyalty in the literature. For example, Oliver

(1996) suggests that values can be seen as predisposing conditions for desires and as

such determinants of consumer expectations, which in turn form a comparison standard

for satisfaction judgements. Oliver (1995) demonstrated that both disconfirmation of

expectations and value fulfilment contribute independently to the formation of

satisfaction. Furthermore, it has been demonstrated also that both positive and negative

mood have a direct influence on consumer satisfaction (Oliver, 1993).

Although we recognise the potential impact of value attainment and mood on consumer

satisfaction and this forms an interesting research aim in its own right, we propose to

view value attainment and mood as independent contributors to customer loyalty and not

as causally prior to satisfaction. We argue that mood during the service experience is

distinguishable from the affective component of satisfaction in that mood is concerned

with the affect during the service delivery process rather than affect about or towards the

outcome of the service experience. We do not imply that mood and satisfaction during

the service experience are completely independent. Rather, we propose that mood and

satisfaction are conceptually distinct, non-overlapping constructs, following empirical

evidence available from the field of organisational psychology (Abelson et al., 1982;

13
George, 1989; George and Brief, 1992; George and Jones, 1996). Abelson et al. (1982)

argue that mood at work is different from the affective component of job satisfaction in

that the former is less cognitively filtered than the evaluative judgements about work.

Likewise, we suggest that value attainment should also be viewed as a construct separate

from consumer satisfaction. As Rokeach (1973, p. 158) argues "values are also

significantly related to all kinds of behaviour". Hence, our concern in this paper is with

the simultaneous effects of satisfaction, value attainment and mood on customer loyalty.

The reason is that there is some empirical evidence of an interaction effect between

mood, value attainment and consumer evaluations of the service experience (Henry,

1986; Homer and Kahle, 1988; Knowles et al., 1993; Swinyard, 1993; Alford and

Sherrell, 1996). In addition, previous research in the context of work experience and

turnover intentions (George, 1991; Judge, 1993; George and Jones, 1996) suggests that

simultaneously considering value attainment, job satisfaction and moods results in a

better understanding of the phenomenological experience of work and its consequences

for employee loyalty towards the organisation. This paper should be viewed as an

attempt to replicate these findings from the work experience context for the service

experience domain.

14
COMPANY
PROFILE

15
COMPANY PROFILE

Ford India Private Limited

Go further

Type Subsidiary

Industry Automotive

October 1995 (as Mahindra Ford India


Founded
Limited)

Maraimalai Nagar, Chennai,


Headquarters
Kanchipuram district, Tamil Nadu

Nigel Harris - President, Ford


Key people
India

Products Automobiles

Number of
10,000
employees

Parent Ford Motor Company

Website www.india.ford.com

16
Ford India Private Limited is a wholly owned subsidiary of the Ford Motor Company

in India. Ford India Private Limited's headquarters are in Maraimalai Nagar, Chennai,

Tamil Nadu. It currently is the sixth largest car maker in India after Maruti Suzuki,

Hyundai, Tata, Mahindra.

History
Ford India Private Limited began production in 1926, but was shut down in 1954 as the

company was in loss. Ford re-entered the market in October 1995 as Mahindra Ford

India Limited (MFIL), a 50-50 joint venture with Mahindra & Mahindra Limited. Ford

increased its interest to 72% in March 1998 and renamed the company Ford India

Private Limited.

The total investments made by Ford Motor Company since it set shop in 1995 stands at

$2 billion as of April 2012.

Corporate governance
The management team of Ford India comprises Nigel Harris - President, Anurag

Mehrotra - Executive Director of Marketing, Sales & Service, Rahul Gautam - Vice

President, Marketing, George Elisseou - HR Director, David Schock - Chief Financial

Officer

Manufacturing facilities
FIPL's main manufacturing plant located in Maraimalai Nagar, 45 km from Chennai has

a capacity to produce 150,000 cars on a two-shift basis and 200,000 with three shifts. In

2010-11, the company's production crossed the 100,000 mark.

17
As its new hatchback Figo was launched in March 2010, Ford Motor Company has

invested $500 million to double capacity of the plant to 200,000 vehicles annually and

setting up a facility to make 250,000 engines annually. The engine plant opened for

operations in January 2010.

To meet the growing domestic demand and with an eye on engine exports, the company

has invested $72 million to raise engine production capacity to 330,000 units.

The company is rolling out the urban SUV Ford EcoSport in June 2013. It had

announced a $142-million investment on this. With Ford EcoSport, the Chennai plant

will ramp up to full capacity (200,000 units). Last year, production touched 127,000

units.

As part of its plan to launch 8 new vehicles by 2015, the car maker is pumping in an

investment of $1 billion for a new state-of-the-art manufacturing plant at Sanand,

Gujarat. The plant is coming up on 460 acre site. It will have an initial installed capacity

to manufacture 2,70,000 engines and 2,40,000 vehicles a year. Coming up alongside the

plant is the supplier park spread across 150 acres and the company has attracted 19

world-class supplier manufacturers to date. The plant is expected to commence

production by 2014.

Once the Sanand plant is fully operational, Ford India will have a cumulative capacity to

make 440,000 cars and 610,000 engines annually.[

18
FORD INDIA - CORPORATE PROFILE

Ford manufactures and exports vehicles and engines made at its integrated

manufacturing facilities in Chennai, Tamil Nadu and Sanand, Gujarat.

Since its entry in India in 1995, Ford has invested more than US$ 2 billion to expand its

manufacturing facilities and sales & service footprint to meet the demand in one of the

world's fastest-growing auto markets. Ford India‟s integrated manufacturing facility at

Maraimalai Nagar, near Chennai, produces its award-winning range of products

including the Ford EcoSport and all-new Ford Endeavour.

As part of its overall commitment, Ford inaugurated its US$ 1 billion state-of-the-art

integrated manufacturing facility in Sanand, Gujarat in March 2015. With Sanand being

operational, Ford India has doubled its annual installed manufacturing capacity to

610,000 engines and 440,000 vehicles. The sub-four-metre compact sedan, Ford Aspire,

became the first car to roll out from the new Ford Sanand plant. The plant also

manufactures Next-Gen Figo hatchback.

Ford‟s biggest-ever product line-up in India today offers a vehicle to suit the needs of

nearly every consumer. In 2016, Ford has also given Indian consumers their first

opportunity to own the iconic Ford Mustang. Debuting ahead of the Lucknow Auto

Expo 2016 and set to hit Indian showrooms later this year, the new Mustang is all set to

bring the world-class performance and refinement of Ford‟s iconic pony car to India‟s

roads.

As part of its strategy to Make in India for India and the World, Ford continues to

strengthen India as a center of excellence for small cars and low displacement engines.

19
The company has embarked on an accelerated export strategy and presently, exports

Next-Gen Figo, Aspire, and EcoSport to over 40 markets around the world.

Along with introducing new products, Ford continues to grow closer to customers with

the continued expansion of its nationwide dealership network as well as world-class

after-sales offerings. Presently, Ford has more than 376 sales and service outlets in 209

cities across India. To enhance affordability and accessibility, Ford has introduced many

pioneering initiatives that reduce the cost of ownership including the Sub-assembly of

parts, Pan-India Roadside Assistance, and Mobile Service Support. To ensure total

transparency in service costs, Ford also introduced a unique Service Price Promise,

which allows customers to calculate the vehicles‟ periodic maintenance costs even

before booking the service at the dealership.

Ensuring customer convenience, Ford has expanded the availability of Ford Genuine

Parts with the appointment of distributors in Maharashtra, Goa, Karnataka, Kerala,

Lucknow, Tamil Nadu, AP, and Telangana.

Ford‟s presence in India includes Ford Credit India, which started dealer wholesale

inventory and retail financing in 2015 as a non-banking financial company. With five

decades of global experience, Ford Credit‟s operations span in as many as 100 countries

where it has emerged as a preferred automotive financier for both Ford customers as

well as dealers.

Ford Credit is known for its reliable and transparent loan products at competitive rates,

flexible terms, and outstanding customer service.

Continuing to generate employment and help the economy, Ford‟s operations currently

employ more than 14,000 hard-working, dedicated men and women across its operations

20
in India which also include Global Business Services, with offices in Chennai, New

Lucknow, and Coimbatore.

Registered as Ford Motor Pvt Ltd. (FMPL) as a legal entity, Global Business Services

provide innovative solutions to nearly every Ford locations around the world in areas of

Information Technology, Product Engineering, Finance and Accounting, Automotive

Financing, Material, Planning & Logistics, Marketing Sales and Service, Analytics, and

Purchasing.

Driving innovation from India, Ford recently announced plans to build a new global

engineering and technology center in Chennai. Besides the establishment of a global

engineering and technology center, the new Ford campus spread across 28 acres will

host operations of Ford Global Business Services in areas of IT, Product Engineering,

Finance and Accounting, Data Analytics, Manufacturing among others.

Ford‟s commitment to India is not just business centric. At the heart of our business

plans are people and communities. Going further with its Better World philosophy, Ford

India in association with Ford Motor Company Fund announced „Operation Better

World,' with the endeavour to address issues related to Education, Sustainability and

Auto Safety around communities where it operates.

21
PEOPLE AT FORD INDIA

Anurag Mehrotra - Managing Director, Ford India

Anurag Mehrotra was appointed Managing Director of Ford India, effective June 1,

2017.

Mehrotra reports directly to Peter Fleet, Group Vice President, and President, Asia

Pacific, Ford Motor Company and is based at Ford‟s India corporate office in Gurgaon.

In his role, Mehrotra is responsible for managing Ford‟s operations in India.

Previously as executive director, Marketing, Sales & Service, Mehrotra has been

responsible for all marketing, sales and service functions in India.

Before this, Mehrotra, 44, served as vice president of sales and marketing at Ford India,

leading several successful marketing campaigns & growing the company‟s sales and

service footprint. Before joining Ford India, Mehrotra was vice president – Corporate

Marketing at WNS Global Services, a leading business process outsourcing company,

where he was responsible for lead generation and brand building in North America and

Europe.

Born in 1973, Mehrotra holds a degree in Electronics Engineering & Diploma in

marketing management.

Rahul Gautam - Vice President, Marketing, Ford India

Rahul Gautam was appointed Vice President, Marketing, Ford India effective August

2015 and reports to Vinay Raina, Executive Director of Marketing, Sales and Service at

Ford India. He is based out of the Ford India office in Gurgaon.

22
In this role, Rahul drives all product strategy and brand building efforts being

undertaken by the company as it strengthens its product portfolio and undertakes several

benchmark consumer experience initiatives.

With Ford since 2003, Rahul has held several responsibilities across product strategy,

sales and marketing in India as well as Asia Pacific region. With immense experience in

conceptualising and executing brand launch campaigns, Rahul has been involved in

development and launch of some of Ford‟s most successful nameplates i.e. Ford Next-

Gen Figo, Ford EcoSport, Ford Aspire and Ford Endeavour in India till date. Rahul has

also served as B-Car product marketing lead for Ford Asia Pacific, based in Shanghai

during 2010-2013 contributing towards development of Ford EcoSport and Next-Gen

Figo & Aspire.

Rahul is an MBA from Faculty of Management Studies, Lucknow University. He did his

Bachelors in Mechanical Engineering from Lucknow College of Engineering.

George Elisseou - HR Director, Ford India

George Elisseou is the HR Director, Ford India and is based in Chennai. With Ford in

India since April 2015, George is responsible for spearheading employee initiatives

spanning across talent acquisition, training and development, HR technology

deployment along with diversity and inclusion.

In his previous assignments, George was the Asia Pacific HR Director, Finance and

Business Strategy Group. George started his career with Ford in Australia gaining

experience across a variety of profiles in the field of Human Resource across Ford

Credit and other domains. In January 2010, he was appointed General Manager Human

Resources for Ford Thailand where he led the development, establishment and launch of

the new Ford Thailand Manufacturing Plant.

23
George has a Bachelor‟s Degree in Arts (History and Sociology) from La Trobe

University, Melbourne.

David Schock - Chief Financial Officer, Ford India

David Allan Schock, has been with the Ford Motor Company for more than 26 years. He

joined the company as an audit analyst and has held numerous position across

geographies including North America, Europe and Asia Pacific. Before being appointed

as the Chief Financial Officer of Ford India, David worked with Ford Asia Pacific

operations as a product development controller, overseeing resource allocation and

investments on new products for markets across the region.

24
Models

Current

(As of February 2016)

1. Ford Mustang(Launched July 2016)

2. Ford Endeavour(Launched January 2016)

3. Ford Ecosport(Launched June 2013)

4. Ford Figo Aspire(Launched August 2015)

5. Ford Figo(Launched September 2015)

Discontinued

1. Ford Ikon(1999–2010)

2. Ford Escort(1996–2001)

3. Ford Mondeo(2001–2006)

4. Ford Fusion(2004–2010)

5. Ford Endeavour(2003-2015)

6. Ford Classic(2005-2015)

7. Ford Fiesta(2011-2015)

8. Ford Figo(2010-2015)

25
Sales and service Network
Presently, Ford has more than 376 sales and service outlets in 209 cities across India.

Sales performance
In the year 2010, FIPL recorded sales of 83,887 vehicles against 29,488 vehicles sold

during the year 2009 and registered a sales growth of 172%.

Exports
Ford India currently exports 40 percent of its engine production and 25 percent of its car

production to 35 countries, some of them are, South Africa, Nepal, Mexico, Kenya,

Bahrain, Angola, Bermuda, Ghana, Iraq, Liberia, Lebanon, Malawi, Madagascar,

Mauritius, Nigeria, Senegal, Tanzania, UAE, Zambia and Zimbabwe.

Corporate social responsibility


Ford India‟s CSR activities are focused primarily in four key areas: road safety,

education, healthcare, and environment

26
COMPANY BACKGROUND

Key Facts

Name Ford Motor Company

Logo

Industries
Automotive and Financial Services
served

Geographic
Worldwide (62 countries)
areas served

Headquarters Dearborn, Michigan, U.S.

Current CEO Mark Fields

US$149.558 billion (2015) 3.8% increase over US$144.077 billion


Revenue
(2014)

Profit US$7.373 billion (2015) 598% increase over US$1.231 billion (2014)

Employees 199,000 (2016)

Fiat Chrysler Automobiles, General Motors Company, Honda Motor

Company, Hyundai-Kia Automotive Group, PSA Peugeot Citroën,


Main
Renault-Nissan B.V., Suzuki Motor Corporation, Toyota Motor
Competitors
Corporation, Volkswagen AG Group and many other automotive

companies.

Ford Motor Company business overview from the company‟s financial report:

Ford Motor Company business overview from the company‟s financial report:

27
“We are a global automotive industry leader based in Dearborn, Michigan. We

manufacture or distribute automobiles across six continents.

In 2015, we sold approximately 6,635,000 vehicles at wholesale throughout the world.

Substantially, all of our vehicles, parts and accessories are sold through distributors and

dealers, the substantial majority of which are independently owned. We do not depend

on any single customer or a few customers to the extent that the loss of such customers

would have a material adverse effect on our business.

In addition to the products we sell to our dealerships for retail sale, we also sell vehicles

to our dealerships for sale to fleet customers, including commercial fleet customers,

daily rental car companies, and governments. We also sell parts and accessories,

primarily to our dealerships (which in turn sell these products to retail customers) and to

authorized parts distributors (which in turn primarily sell these products to retailers). We

also offer extended service contracts.”

28
SWOT Analysis of Ford Motor Company with USP, Competition, STP (Segmentation,

Targeting, Positioning) - Marketing Analysis

Ford Motor Company

Parent Company Ford Motor Company

Category SUVs, Hatchbacks, Sedans,

Sector Automobiles

Built for the road ahead; Ford has a better idea; Quality is

Tagline/ Slogan job done; Built Tough

International brand presence due to one of the oldest car

manufacturing company and also provides a wide range of

USP cars

STP

Complete automobile segment including SUVs, Hatchbacks,

Segment Sedans

Target Group Young executives, businessmen, small families

Positioned as an automobile company which provides

Positioning quality cars globally

Product Portfolio

1.Ford Ikon 2. Ford Fusion


Brands

29
3. Ford Figo 3. Ford Fiesta

5. Ford Endeavour

SWOT Analysis

1. One of the early market entrants and oldest car

manufacturer

2. Offers a wide range of cars to different set of customers

3. Provides exclusive product features taking into

Strengths consideration the targeted segments

4. Invested efforts to go green in order to help the

environment

5. Has over 160,000 employees globally

6. Present across continents and has excellent visibility &

marketing

7. Ford is present in Motorsports like Formula One, Rally,

Sports cars, Touring cars & sponsorship of events

1.Adversely affected by the global recession & Euro crisis

Weaknesses
2.Hasnt completely tapped emerging economies as

compared to some other automobile giants

Opportunities
1. Expanding automobile sector

2. Improving business scenario due to expansion of

30
consumer base

3.Capitalizing on the models exclusively designed for

different markets e.g. ford Ikon for India

1.Competition from major international players

Threats 2. Increasing usage of public transport and increased fuel

costs

3. Production problems in local plants due to labor and

similar issues

Competition

1.Toyota

Competitors 2.Honda

3. Hyundai Motors

4. Tata Motors

5. Maruti

6. Chevrolet

31
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 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

32
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.

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

33
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 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

34
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. 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

35
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 LUCKNOW 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 LUCKNOW.

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 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.

36
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 LUCKNOW 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.

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.

37
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, 24,724

Ford Figo Petrol 1.2 Duratec EXI: Rs 4, 62,096

Ford Figo Petrol 1.2 Duratec ZXI: Rs 4, 83,119

Ford Figo Petrol 1.2 Duratec Titanium: Rs 5, 33,341

Ford Figo Diesel 1.4 Duratorq LXI: Rs 5, 40,280

Ford Figo Diesel 1.4 Duratorq EXI: Rs 5, 66,792

Ford Figo Diesel 1.4 Duratorq ZXI: Rs 5, 94,822

Ford Figo Diesel 1.4 Duratorq Titanium: Rs 6, 33,365

Sedan cars: Ford Fiesta, Ford Ikon.

Ford Fiesta Petrol 1.6 Duratec EXI: Rs 7, 68,480

Ford Fiesta Petrol 1.6 Duratec ZXI: Rs 8, 08,235

38
Ford Fiesta Petrol 1.6 Duratec SXI: Rs 8, 79,559

Ford Fiesta Petrol 1.6 Duratec S : Rs 8, 78,889

Ford Fiesta Diesel 1.4 Duratorq EXI: Rs 8, 61,349

Ford Fiesta Diesel 1.4 Duratorq ZXI: Rs 9, 16,241

Ford Fiesta Diesel 1.4 Duratorq SXI: Rs 9, 89,821

Ford Ikon Petrol 1.3 P : Rs 5, 89,149

Ford Ikon Diesel 1.4 Duratorq : Rs 6, 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

 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 time-on time”. Ford is also supplying videotapes showing how repairs

have to be done.

39
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.)

 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

40
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 person‟s 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 man‟s 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.

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

people‟s 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

41
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.

2. Internet or interactive marketing.

3. Direct marketing.

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

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.

2. 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

42
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.

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.

43
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.O‟s,

Managers etc., 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

44
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.

 Customers are courteously acknowledged within two minutes of their arrival and

are advised that a Sales Consultant will be available upon request.

 The Sales Consultant‟s 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.

45
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 customer‟s request.

 Customers are courteously acknowledged within two minutes of their arrival

and the write-up will begin with five minutes.

 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.

46
Marketing mix of Ford motor company

Ford Motor Company is an American Public Ltd company working under the brand

name of „Ford‟. This multinational corporation is an automaker and deals in vehicles

that are for commercial uses and used as private cars. Henry Ford founded this universal

establishment in Detroit, in the year 1903 on June 16.

This historical industry is listed with the New York Stock Exchange and with less than

40% voting rights is under the thumb of the family members of Ford. They have a

reputation as a manufacturing company producing vehicles with vitality, strength,

quality, size, speed, passion, movement and desire to succeed. This reliable, safe and

personal transportation company has many rivals and competitors. Some of their rival

companies are as follows-

 Toyota Motor Corporation

 Chrysler Groups LLC

 The General Motors Company

Ford has a stake in other worldwide companies also like 2.1% in Japan‟s „Mazda‟, 15%

in UK‟s Aston Martin, 49% in China‟s Jiangling. It also has joint ventures in Russia,

Thailand, China and Turkey.

Product in the marketing mix of Ford motor

With its high technology and various manufacturing plants, the company has given the

world market some of its best vehicles. From its first car the “Model T” in 1908, the

company has come a long way with dealing in many cars like Ford Fiesta, Ford Escape,

Ford Focus and Ford Ranger. The Ford family also includes wide range of vehicles like

Volvo, Land Rover, Jaguar and the brand Ashton Martin.

In India, in the year 1998, Ford introduced „Ford Escort Model‟ and this car was

replaced later in 2001 with „Ford Icon‟ that was built locally in an Indian manufacturing

47
plant. At least seven different models after that have been introduced to the consumers

to conquer the Indian market like Fusion, Mondeo, Fiesta and Endeavour.

All the Ford products are localized and made with a concept to match the local driving

conditions emphasizing on durability and less maintenance costs. Special attention has

been given to maintain fuel efficiency and to see that the air conditioning systems are

operating with refrigerants that are environment friendly and the ventilation system suits

the Indian climate.

In order to satisfy the needs and demands of every type of consumer the company has

launched economy cars, luxury cars, sports cars, vans, station wagons and trucks. Ford

Fiesta, its latest gift to the world market is focusing on females as well as the younger

generation.

Price in the marketing mix of Ford motor

Ford is one of the largest automakers in the world and to reach this zenith their pricing

policy has played an important part. To make it as an extremely profitable company it

takes into account the costs incurred as well as the profit margin. The pricing policy is

also dependent on the rival company‟s products that are in competition with itself in the

market.

Ford Motor Company is an American Public Ltd company working under the brand

name of „Ford‟. This multinational corporation is an automaker and deals in vehicles

that are for commercial uses and used as private cars. Henry Ford founded this universal

establishment in Detroit, in the year 1903 on June 16.

This historical industry is listed with the New York Stock Exchange and with less than

40% voting rights is under the thumb of the family members of Ford. They have a

reputation as a manufacturing company producing vehicles with vitality, strength,

quality, size, speed, passion, movement and desire to succeed. This reliable, safe and

48
personal transportation company has many rivals and competitors. Some of their rival

companies are as follows-

 Toyota Motor Corporation

 Chrysler Groups LLC

 The General Motors Company

Ford has a stake in other worldwide companies also like 2.1% in Japan‟s „Mazda‟, 15%

in UK‟s Aston Martin, 49% in China‟s Jiangling. It also has joint ventures in Russia,

Thailand, China and Turkey.

Product in the marketing mix of Ford motor

With its high technology and various manufacturing plants, the company has given the

world market some of its best vehicles. From its first car the “Model T” in 1908, the

company has come a long way with dealing in many cars like Ford Fiesta, Ford Escape,

Ford Focus and Ford Ranger. The Ford family also includes wide range of vehicles like

Volvo, Land Rover, Jaguar and the brand Ashton Martin.

In India, in the year 1998, Ford introduced „Ford Escort Model‟ and this car was

replaced later in 2001 with „Ford Icon‟ that was built locally in an Indian manufacturing

plant. At least seven different models after that have been introduced to the consumers

to conquer the Indian market like Fusion, Mondeo, Fiesta and Endeavour.

All the Ford products are localized and made with a concept to match the local driving

conditions emphasizing on durability and less maintenance costs. Special attention has

been given to maintain fuel efficiency and to see that the air conditioning systems are

operating with refrigerants that are environment friendly and the ventilation system suits

the Indian climate.

In order to satisfy the needs and demands of every type of consumer the company has

launched economy cars, luxury cars, sports cars, vans, station wagons and trucks. Ford

49
Fiesta, its latest gift to the world market is focusing on females as well as the younger

generation.

Price in the marketing mix of Ford motor

Ford is one of the largest automakers in the world and to reach this zenith their pricing

policy has played an important part. To make it as an extremely profitable company it

takes into account the costs incurred as well as the profit margin. The pricing policy is

also dependent on the rival company‟s products that are in competition with itself in the

market.

50
SWOT Analysis of Ford motor company

Company is one of the largest automobile manufacturers in the world. Apart from

manufacturing it also provides financial services through Ford Motor Credit. It has Ford

and Lincoln under its banner. It is headquartered in Dearborn, Michigan in the United

States. It has around 199000 employees working for them as of 2015.

Strengths in the SWOT Analysis of Ford :


Brand Value: Ford‟s brand value stands at $19.771 billion according to the report of

Brand Finance. It ranks 46th in the list of Brand Finance report.

Sector Rank: Ford plays in the automobile sector. Its rank in this sector is 4th.

Strong R&D: Ford spends a lot of R&D and is committed to making and improving the

performance of its vehicles which includes fuel efficiency, safety, customer satisfaction,

and developing new products. Ford spends around $6.7 billion on R&D.It has also

opened a new Research and Innovation Center in Palo Alto.

Patents: Being a manufacturing industry it is important to see the fruits of its R&D.

Ford currently has approx. 38,500 active patents and pending patent applications

globally. The average age of patients stands at 5 and a half years.

51
New technologies: Ford is committed towards new technologies to give itself the boost

in this cut throat competition. Their focus is on technology to enhance fuel efficiency

like EcoBoost, direct injection of gasoline or diesel fuel, six-speed transmissions, and

hybrid and plug-in hybrid powertrains. To enhance product quality they are working on

light-weighting, cabin technology, and powertrain.

Market Share: Ford has a market share of 7.2% as of FY 2015. Its break up globally in

terms of market share is as follows:

Product Portfolio: Ford has a huge product portfolio which reduces its dependence

over one product range. Their products include small, medium, large, premium sedan

cars, trucks; buses/vans (including minivans); full-size pickups; sports utility vehicles

(SUV); and vehicles for the medium/heavy segments.

52
Weaknesses in the SWOT Analysis of Ford :
Product Fails: The brand image of the company gets a toll when they have to recall

their cars due to fails or safety reasons. Ford had to recall approx. 271,000 2013–2014

Ford F-150 vehicles to replace brake master cylinders in May 2016. In May 2015 Ford

had to recall vehicles due to the safety failures of the Takata airbags. These kinds of

recalls harm the brand image of the company and reduce the faith of the customers on

the brand.

Emerging Markets: According to the break-up of the market share of Ford it is not

doing well in the emerging markets. These markets have high potential returns and it

needs to focus on it to increase its overall revenues and global market share.

53
Opportunities in the SWOT Analysis of Ford :
Expansion: Ford is investing $2.5 billion in new engine and transmission plants in the

Mexican states of Chihuahua and Guanajuato. The completion of $2.6 billion

manufacturing operations in Valencia, Spain. This will increase their daily production

capacity by 40%. New plants could drive the revenue of the company to new heights.

Global Automotive Opportunity: This industry is expected to grow at a CAGR of 6%

till 2019 and reach a valuation of $1.5771 trillion. Also, the production volume is

expected to rise to 189 billion units at a CAGR of 5% by 2019.

Hybrid, electric and fuel cell: With the focus shifting towards reducing emissions by

using alternative fuels is a great opportunity for Ford. The demand is going to reach 7.5

million units at a CAGR of 19% by 2020.

54
Threats in the SWOT Analysis of Ford :
Environmental Regulations: This industry is facing many regulations coming up for a

protection of the environment. This is making the laws more stringent and the company

has to adhere to them by making changes to their production schematics.

Global Economy: The global economy is facing a slowdown and with 67 plants around

the globe Ford needs to take care to keep the prices of the vehicles in check. Currency

fluctuations will prove to be a game changer.

Competition: It faces competition from Fiat Chrysler Automobiles, General Motors,

Honda Motor, Hyundai-Kia Automotive Group, PSA Peugeot Citroen, Renault-Nissan,

Suzuki Motor, Toyota Motor, and Volkswagen.

55
2 Big Challenges Facing Ford
Ford's turnaround in the U.S. has been a tremendous success. But the company is still

facing a couple of big challenges, both India and overseas.

It's no secret that Ford (NYSE:F) has been on a roll over the past few years.

After a wrenching restructuring, Ford has been able to launch a string of strong,

competitive products that have been stealing sales from its longtime rivals -- and

generating record profits here in the U.S.

Ford's profit margin in North America has been among the highest in the business, and

the numbers have been impressive.

But for all of its success here at home, Ford is still facing some challenges. Here are two

big ones.

Challenge 1: Europe

Why does Europe matter to Ford? It matters because Europe is a big part of Ford's

business, and lately it has been losing a ton of money. Ford lost over $1.7 billion in

Europe last year, and $462 million more in the first quarter of 2013. It has warned that it

could lose $2 billion this year. That's not because Ford made huge mistakes, it's because

recessions in Europe have clobbered new-car sales: They're now at lows not seen in 20

years, and they may fall further before things start to improve.

Ford is the second-biggest auto brand in Europe after Volkswagen

(NASDAQOTH:VLKAY), and cars like its Fiesta, shown above, are big sellers. Last

fall, Ford announced a comprehensive turnaround plan for Europe that is closely

modeled on the approach that has made Ford such a success here in the U.S. The

56
company will cut production by closing three factories, one in Belgium and two in the

U.K.

It's also introducing more of its global products to Europe, including vehicles like the

Explorer and Mustang that haven't traditionally been part of its European lineup. And it's

emphasizing more profitable retail sales over sales to rental-car fleets, and cutting back

on discounts, in an effort to make sure that it's maximizing the profits on the cars it does

sell.

Ford says that all of these changes should get it back to at least breaking even by the end

of 2015, even if overall European auto sales don't improve between now and then. Ford's

approach has a lot of credibility with Wall Street, because of the success of Ford's U.S.

turnaround, and it's a good bet that this story will end well for Ford. But it's a

complicated situation, and it's one that Ford shareholders should monitor closely.

Challenge 2: Quality

Ford's new cars and trucks are huge improvements over the old models, reviewers and

owners say. But they're getting knocked in quality surveys. The latest J.D. Power Initial

Quality Survey knocked Ford's most prominent entries, even while giving rival General

Motors (NYSE:GM) high marks. And Consumer Reports has lately been on Ford's case

as well. But everybody agrees that these are the best Fords ever. What's the deal?

There are two deals, actually. First is that Ford has had some troubles with the launches

of new products. To some extent this is the fault of Ford's suppliers, rather than Ford

itself: Issues with faulty parts on all-new vehicles marred last year's launches of both the

Escape SUV (which had several recalls) and the Ford Fusion. Those issues have all been

resolved, but they hurt Ford in the J.D. Power standings.

57
Ford is taking steps to fix that, working more carefully with suppliers and changing

procedures to ensure that their next big product launches -- which are expected to be the

F-150 pickup and the Mustang, next year -- go much more smoothly.

But there's another problem that's costing Ford big in these quality rankings: Buyers are

having a lot of trouble with the popular MyFord Touch system. This is a touchscreen

add-on to Ford's acclaimed SYNC "infotainment" system that allows voice commands

and links with your smartphone. MyFord Touch was supposed to take SYNC to the next

level, and it includes touchscreen controls for a lot of functions that were traditionally

controlled with conventional knobs and switches.

But the user interface isn't great, and the system is prone to glitches. The good news is

that Ford is able to quickly update the software, so it has gotten a lot better, but the bad

news is that it still isn't as good as it should be. This may sound like just a nuisance, but

it counts as a quality problem. It's interfering with owners' ability to use their cars, and

it's leading customers to bring their cars to dealers to try to get help.

Consumer Reports has also complained that it's a safety issue, because it distracts drivers

from the road, and Ford definitely doesn't want that kind of feedback. So there are

changes on the way, and not just more software updates (though those are coming, too).

Ford has already added back in some knobs in its F-Series pickups that have MyFord

Touch, to accommodate drivers wearing work gloves, it has said. It's probably not a

coincidence that F-Series owners are happier with MyFord Touch than other Ford

owners. Those knobs will be added to all Ford models that offer MyFord Touch as

they're redesigned or updated over the next couple of years.

58
That should help -- at least, it should be enough to make MyFord Touch more

competitive with rival systems. It should help Ford's standings in the quality rankings as

well.

59
Objective of the
Study

60
OBJECTIVE OF THE STUDY

 To know the factors which influence customer to purchase ford Cars.

 To study customer satisfaction towards FORD Motors.

 To know the services offered by ford Motors.

 To know the customer satisfaction regarding after sales service towards ford

Motors.

 To know the offers provided by ford Motors.

61
Research
Methodology

62
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”

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.

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.

63
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

Primary research involves the collection of original primary data by researchers. It is

Often undertaken after researchers have gained some insight into an issue by

reviewing secondary research or by analyzing previously collected primary data. It can

be accomplished through various methods, including questionnaires and telephone

Interviews in market research, or experiments and direct observations in the physical

sciences, amongst others. The distinction between primary research and secondary

research is crucial among market-research professionals.

I have used Questionnaire method for the Primary data collection for the study.
.

Secondary data

Secondary data refers to data that was collected by someone other than the

user. Common sources of secondary data for social science include censuses,

information collected by government departments, organisational records and data that

was originally collected for other research purposes.

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.

64
Sample Technique- convenience Sampling Technique

Sample Area- Gomtinagar and chinhat, LUCKNOW

SAMPLING SIZE - 100

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._

SAMPLE UNIT- Customer of ford car

SAMPLE UNIVERSE- LUCKNOW

PERIOD OF STUDY

Period of the project 45 days. 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.

65
Data Analysis

66
Data Analysis
Q.1 Do you have Cars?

1) Yes
2) No
Response Percentage
Yes 98%
No 2%
Total 100%

2% No. of respondents

Yes
no

98%

Interpretation: From the above data we can notice that majority customers have
cars.

67
Q.2 Are you using Ford Cars?
1) Yes
2) No
% of Respondents
Yes 57%
no 43%
Total 100%

No. of respondents

43%
Yes
no
57%

Interpretation: From the above data we can notice that 57% customers using ford
Cars.

68
3. DETAILS OF OWNERSHIP
Name of the car %
Fiesta 30
Ikon 28
Endeavour 9
Figo 33
Total 100

Details of ownership

33%
30%
35 28%
30 Fiesta
25
20 Ikon
15 9% Endeavour
10
Figo
5
0
% of customers

Figure 1

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.

69
4. RESPONDENTS MOTIVATION DETAILS

Customer motivation %

Brand image 52
Offers 18
Expert suggestions 30
Any other specify………. 0

Respondent motivation

52%
60
50
Brand image
40 30%
Offers
30 18% Expert suggestions
20
Any other specify…
10 0%
0
% of customers

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: Thisobjective 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 .

70
5. CUSTOMER PREFERENCE OF FORD CAR
Customers preference %

Style/design 32
Comfort 36
Ford brand 22
Service 10

Customer preference

36%
40
32%
35
30 22% Style/design
25 Comfort
20
10% Ford brand
15
10 service
5
0
% of customers

Figure 3

Data Analysis: The above table indicates that 36% of the respondents are preferring
comfort of the car, 32% of the respondents prefer style/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.

71
6. OPINION ABOUT CUSTOMER PERSPECTIVE COMPARED TO
OTHER CARS IN THE MARKET
Customers perspective %
Fuel efficiency 28
Low maintenance 20
Brand quality 52
Any other specify….. 0

Customer perspective
52%
60
50
Fuel efficiency
40 28%
Low maintenance
30 20%
Brand quality
20
Any other specify.
10 0%

0
No of customers

Figure 4

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
customer‟s perspectives. Many of the Ford customers are buying the cars by seeing its
Brand Name only.

72
7. DETAILS OF PRICING OF FORD CARS
Customer opinion on price list %
of ford cars
Reasonable 38
Highly priced 41
Low priced 6
Can’t say 15

Pricing of ford cars

50 41%
38%
40
Reasonable
30 Highly priced
15%
20 Low priced
6% Can't say
10

0
% of customers

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 can‟t say anything about the price of the ford cars and 6% of
the respondents feel that ford cars are low priced.
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

73
8. SOURCE OF AWARENESS
Source of awareness %
Friends, relatives 19
Advertisements 43
Car experts 16
Sale’s persons visit 6
Auto magazines 16

Source of awareness
43%
45
40
35 Friends,relatives
30 Advertisements
25 19%
16% 16% Car experts
20
15 Sale's persons visit
6%
10 Auto magazines
5
0
% of customers

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 sale‟s person‟s visit.
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.

74
9. DETAILS OF SERVICE CENTERS
Place of service %
At authorized service Centre 72
At a local workshop near home 28

Place of service

28%
At authorized service
centre
72% At a local workshop near
home

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.

75
10.PREFERENCE IN GETTING FINANCIAL HELP WHILE
PURCHASING A CAR
Name of the bank %
ICICI 26
HDFC 18
SBH 20
Others 36
Total 100

Preference in getting financial help


from bank while purchasing a car
36%
40
26%
ICICI
30 20%
18%
HDFC
20
SBH
10 Others

0
% of customers

Figure 8

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.

76
11.MEDIA INFLUENCING TO PURCHASE CAR
media %
Televisions 44
Magazines 13
News papers 34
F.M/Radio 9

Media influencing to purchase car

50 44%

34%
40
Televisions
30 Magazines
13% News papers
20 9%
F.M/Radio
10

0
% of customers

Figure 9

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.

77
12.OFFERS EXPECTING FROM FORD
Offers %
Free insurance 21
Special discount on sale of cars 37
Extending the service period 18
Finance availability with 0% 24
interest

Offers expecting from ford


37%
40
Free insurance
35
30 24%
21% Special discount on sale of
25 18% cars
20
Extending the service
15
period
10
5 Finance availability with
0% interest
0
% of costomers

Figure 10

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.

78
13.OVERALL SATISFACTION TOWARDS FORD CAR THAT
CURRENTLY HAVING
Overall satisfaction %
Highly satisfied 15
Satisfied 59
Neither satisfied nor dissatisfied 20
Dissatisfied 5
Highly dissatisfied 1

Overall satisfaction towards ford cars


59% Highly satisfied
60
50 Satisfied
40
30 20% Neither satisfied nor
15% dissatisfied
20
5% Dissatisfied
10 1%
0
Highly dissatisfied
% of customers

Figure 11

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.

79
FINDINGS

80
FINDINGS

 The brand image of FORD Motors is Excellent. Everyone is aware of Ford as it

is the fourth largest automobile company. In Lucknow most of the people are

think that Ford vehicles are for urban people.

 Most of the ford motors customers are satisfied with the service at authorized

service centers.

 Most of the customers are satisfied with their ford Motors cars.

 Most of the Ford customers came to know about their vehicle through

Advertisements only. The major media that attracted the customers is

television.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.

81
CONCLUSION

82
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.

Ford strategies of endorsing their products with celebrities have got a very good

response but Ford should advertise better to create a good picture of its products by

transferring the key good things about its cars. Ford has a good tract record of having

successful diesel mid size cars in its portfolio and it should encash the same opportunity

to launch the diesel versions of small car before Hyundai too have competitive

advantage. And Ford should also try to increase their service centers so that customers

can find it convenient.

83
RECOMMENDATION

84
RECOMMENDATION

 Plan for Service Stations at main locations of the city, 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.

85
LIMITATIONS

86
LIMITATIONS OF THE STUDY

 The scope of study is limited to the respondents are selected from in and around

Lucknow , U.P

The project is carried out for the period of 45 days only.

 Measurement of customer satisfaction is complex subjects, which uses non-

objectives method, which is not reliable.

 The sample unit was also 100 respondents.

 There may be some biased response from the respondents.

 Some respondents did not provide the full data.

 However, Ford Motor showrooms are located in other places i.e. locally and

even in the neighboring states. Only opinion of respondents of Lucknow city was

consider for finding out the opinions of respondents. The project is valid for the

predefined area of work Lucknow (Uttar Pradesh).

87
BIBLIOGRAPHY

88
BIBLIOGRAPHY

Books :
 Kothari. C.R (2004): Research Methodology Methods & Techniques‟, New Age
International Publishers, New Lucknow, 2nd Edition.

 Richard I. Levin, David S. Rubin (2004): „Statistics for Management‟, Prentice Hall of India
Private Limited, New Lucknow, 7th Edition.

 Jayaram, N. and Sandhog, R.S. (1998), Housing in India - Problems, Policy


andperspectives, B.R. Publishing Corporation, Lucknow.

 Jeffrey Gitomer (1998), Customer satisfaction is worthless: Customer loyalty is


priceless: How to make customers love you, keep them coming back and tell everyone
they know, Austin TX: Board Press.

WEBLIOGRAPHY::

www.fordindia.com

www.fortuneford.com

89
ANNEXURE

90
QUESTIONNAIRE
Name:……………………………………………..

Age:…………………………………………….

Occupation……………………………………

Contact no:………………….

Q.1 Do you have Cars?

3) Yes
4) No
Q.2 Are you using Ford Cars?
1) Yes
2) No

3. Which of the following Ford car you own?

a) Fiesta b) Ikon c) Endeavour d) Figo

4. What is motivated you to purchase Ford car?

a) Brand image b) Offers c) Expert suggestions

d) Others

5. What do you like most about your Ford car?

a) Style/design b) Comfort c) Ford brand d) Service

6. 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

b) Interiors

7. Are you satisfied with the prices of Ford cars?

a) Reasonable b) Highly priced c) Low priced d)can‟t say

91
8. How did you come to know about this brand?

a) From friends and or relatives b) Advertisements

c) Car experts d) Sale‟s persons visit

e) Auto magazines

9. Where do you get your car serviced regularly?

a) At authorized service Centre

b) At a local workshop near my home

c) Other

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 b) Special discount on sale of cars

c) Extending the service period d) Finance availability

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

having?

a) Highly satisfied b) Satisfied c) Neutral

d) Dissatisfied e) Highly dissatisfied

92

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