Asim Khan PartB539681852-A-Study-on-Customer-Satisfaction-Towards-Ford-Cars-at-Lucknow-City
Asim Khan PartB539681852-A-Study-on-Customer-Satisfaction-Towards-Ford-Cars-at-Lucknow-City
Asim Khan PartB539681852-A-Study-on-Customer-Satisfaction-Towards-Ford-Cars-at-Lucknow-City
S. No Particulars From To
1. Certificate
2. Declaration
3. Acknowledgement i i
4. Preface ii ii
9. Research methodology 62 65
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
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
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
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)
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
CUSTOMER SATISFACTION
AN INSIGHT
more frequently than any other catch phrase used to describe a new found magic for
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
with customer there is a subtlety that needs addressing. Satisfaction by most definitions
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
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
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,
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
objectives for the customer satisfaction strategy are defined there are a number of steps
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.
profit. Achieving customer satisfaction generates the profit. In these organizations top
management has frequent contacts with external customers. The top management uses
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.
marketing and management theory and practice. As customer loyalty may act as 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
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
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
Most research in services marketing has ignored the extent to which the service
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.
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
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
instrumental goals.
A second factor that we propose to take into account when explaining customer loyalty
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
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
structured as follows. First, we will offer a brief synthesis of the extant literature on key
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
(Oliver and DeSarbo, 1988; Tse and Wilton, 1988; Yi, 1990). The central theme in these
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
developed by Oliver (1989). On the basis of level of reinforcement and degree of arousal
(Oliver, 1996, p. 13). Particularly in a services context, the service delivery can be
reinforcement as end-states (Rust and Oliver, 1994). However, in the case of extended
basis, because there may be many factors that influence satisfaction formation which are
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
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
They reflect the enduring conviction that a certain type of behaviour or state of existence
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
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
ambition and self-control. Instrumental value attainment thus focuses on the extent to
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
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
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
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
(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
consumer experiences positive affect, we would expect this encourages him/her to repeat
the service experience and hence become loyal to the service provider.
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
services and more generally how the service experience may or may not lead to
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
satisfaction. Furthermore, it has been demonstrated also that both positive and negative
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
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
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
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
Go further
Type Subsidiary
Industry Automotive
Products Automobiles
Number of
10,000
employees
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,
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
Corporate governance
The management team of Ford India comprises Nigel Harris - President, Anurag
Mehrotra - Executive Director of Marketing, Sales & Service, Rahul Gautam - Vice
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
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
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 $142-million investment on this. With Ford EcoSport, the Chennai plant
will ramp up to full capacity (200,000 units). Last year, production touched 127,000
units.
As part of its plan to launch 8 new vehicles by 2015, the car maker is pumping in an
Gujarat. The plant is coming up on 460 acre site. It will have an initial installed capacity
to manufacture 2,70,000 engines and 2,40,000 vehicles a year. Coming up alongside the
plant is the supplier park spread across 150 acres and the company has attracted 19
production by 2014.
Once the Sanand plant is fully operational, Ford India will have a cumulative capacity to
18
FORD INDIA - CORPORATE PROFILE
Ford manufactures and exports vehicles and engines made at its integrated
Since its entry in India in 1995, Ford has invested more than US$ 2 billion to expand its
manufacturing facilities and sales & service footprint to meet the demand in one of the
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
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
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
Ensuring customer convenience, Ford has expanded the availability of Ford Genuine
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,
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
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
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, the new Ford campus spread across 28 acres will
host operations of Ford Global Business Services in areas of IT, Product Engineering,
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
21
PEOPLE AT 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.
Previously as executive director, Marketing, Sales & Service, Mehrotra has been
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
where he was responsible for lead generation and brand building in North America and
Europe.
marketing management.
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
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
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
Rahul is an MBA from Faculty of Management Studies, Lucknow University. He did his
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
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
23
George has a Bachelor‟s Degree in Arts (History and Sociology) from La Trobe
University, Melbourne.
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
24
Models
Current
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
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,
26
COMPANY BACKGROUND
Key Facts
Logo
Industries
Automotive and Financial Services
served
Geographic
Worldwide (62 countries)
areas served
Profit US$7.373 billion (2015) 598% increase over US$1.231 billion (2014)
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
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
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
28
SWOT Analysis of Ford Motor Company with USP, Competition, STP (Segmentation,
Sector Automobiles
Built for the road ahead; Ford has a better idea; Quality is
USP cars
STP
Segment Sedans
Product Portfolio
29
3. Ford Figo 3. Ford Fiesta
5. Ford Endeavour
SWOT Analysis
manufacturer
environment
marketing
Weaknesses
2.Hasnt completely tapped emerging economies as
Opportunities
1. Expanding automobile sector
30
consumer base
costs
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
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,
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
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.,
The main corporate officers are: Lewis Booth (Executive Vice President, Chairman
(PAG) and Ford of Europe), Mark Fields (Executive Vice President, President of The
Bannister (Group Vice President; Chairman & CEO Ford Motor Credit). Paul
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
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
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
Ford's FoMoCo parts division sells aftermarket parts under the Motorcraft brand name.
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
Overall the Ford Motor Company controls the following operational car marques: Ford,
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
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
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
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
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
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.
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,
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
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
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:
38
Ford Fiesta Petrol 1.6 Duratec SXI: Rs 8, 79,559
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 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.
roads.
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.)
The Ford in India has launched the car only for few segments of people. The
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.
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.
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
41
1) Promotions of product directly by the manufacturer.
In the first step the products of vehicles manufactured by the Ford Automotive are
strategies like
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
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
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.
many people from various organizations and different sector who are ready to buy the
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
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
43
Sales Promotion:
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
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
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
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
This is a technique to attract the new customers by satisfying the old customers
The Sales faculty is clean, tidy and inviting, making customers comfortable
Customers are courteously acknowledged within two minutes of their arrival and
The Sales Consultant‟s appearance and dress will be of the highest standards.
Consultant who listens to the customer, identifies their needs and ensures that
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:
to the customer.
All service repair work will be followed up within five working days.
46
Marketing mix of Ford motor company
Ford Motor Company is an American Public Ltd company working under the brand
that are for commercial uses and used as private cars. Henry Ford founded this universal
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
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
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,
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
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
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.
Ford is one of the largest automakers in the world and to reach this zenith their pricing
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
that are for commercial uses and used as private cars. Henry Ford founded this universal
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
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
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,
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
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
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.
Ford is one of the largest automakers in the world and to reach this zenith their pricing
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
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
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
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
Market Share: Ford has a market share of 7.2% as of FY 2015. Its break up globally in
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
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
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.
till 2019 and reach a valuation of $1.5771 trillion. Also, the production volume is
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
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
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
55
2 Big Challenges Facing Ford
Ford's turnaround in the U.S. has been a tremendous success. But the company is still
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
Ford's profit margin in North America has been among the highest in the business, and
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.
(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
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
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
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 customer satisfaction regarding after sales service towards ford
Motors.
61
Research
Methodology
62
RESEARCH METHODALOGY
„Research‟ means a scientific and systematic search for pertinent information on a
for new facts in any branch of knowledge. Research comprises defining and redefining
evaluating data; making deductions and reaching conclusions; and at last carefully
testing the conclusions to determine whether they fit the formulating hypothesis.
deals with cognitive processes imposed on research by the problems arising from the
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
research are survey methods of all kinds, including comparative and correlation
methods.
RESEARCH INSTRUMENT
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
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
Often undertaken after researchers have gained some insight into an issue by
sciences, amongst others. The distinction between primary research and secondary
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,
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
include study objects, which are conveniently located. Research findings based on
64
Sample Technique- convenience Sampling Technique
Due to time and resource constraint the sample size has been taken as 100 for customer.
PERIOD OF STUDY
Period of the project 45 days. During the period the following steps were taken:
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
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.
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
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
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
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
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.
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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
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.
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FINDINGS
80
FINDINGS
is the fourth largest automobile company. In Lucknow most of the people are
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
Most of the fortune ford customers are satisfied with their ford cars.
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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
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
83
RECOMMENDATION
84
RECOMMENDATION
Plan for Service Stations at main locations of the city, where many customers feel it
of people.
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
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
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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.
WEBLIOGRAPHY::
www.fordindia.com
www.fortuneford.com
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ANNEXURE
90
QUESTIONNAIRE
Name:……………………………………………..
Age:…………………………………………….
Occupation……………………………………
Contact no:………………….
3) Yes
4) No
Q.2 Are you using Ford Cars?
1) Yes
2) No
d) Others
6. What do you feel great about your car when compared to other cars in the
market?
b) Interiors
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8. How did you come to know about this brand?
e) Auto magazines
c) Other
10. Which bank do you prefer in getting financial help while purchasing a car?
13. Rate your overall satisfaction towards FORD car that you are currently
having?
92