INTRODUCTION

Customer Satisfaction is the buzzword used by the business people

for the success of organization in the present days. Due to the increases of
heavy competition in every product –line it become difficult for the companies
to retain the customers for longer time. So retain the customer for longer time
the marketer has to do only one things i.e. customer satisfaction .If customer is
fully satisfied by the product it not only rub the organization successfully but
also fetch many benefits for the company . They are less process sensitive and
they remain customer for a longer period. They buy addition products overtimes
as the company introduce related produce related products or improved, so
customer satisfactions is gaining a lot of importance in the present day. Every
company is conducting survey on customer satisfaction level on their
products .To make the products up to the satisfaction level of customers.

This project is also done to know the customers satisfaction on the

Ford cars on behalf of Fortune ford. The impact of automobile industry on the
rest of the economy has been so pervasive and momentous that is characterized
as second industrial. It played a vital role in helping the nation to produce
higher value good and services and in the enhancing their skills and impose
tremendous demand for automobile. The decrease in the interest rate and easy
available of cars loans from 2 to 3 years, lot of car manufacturers company
facing cut throat competition in the fields of technology and price, So to gain
the market share it is important for the institutes to satisfy its customers and to
retain the reputation and its image.

NEED OF THE STUDY

A Study on “A STUDY ON CUSTOMER PERCEPTION AND

SATISFACTION TOWARDS FORD CARS WITH REFERENCE TO
FORTUNE FORD (NAGERCOIL)” The topic is designed to improve

1
customer satisfaction towards product and services at FORD . The research is
also directed towards finding various factors causing satisfaction and
dissatisfaction towards the various services rendered by FORD. How can
company could improve its marketing strategies to improve the customer
satisfaction level.

SCOPE OF THE STUDY:

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

 The scope of the study is wast as the study should have been conducted
for more than 45 days.
 Data would have been more accurate if the survey is done with more than
100 respondents.

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

NEED FOR THE STUDY

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

2
OBJECTIVES OF THE STUDY

The objectives of the project were “A STUDY ON CUSTOMER

PERCEPTION AND SATISFACTION TOWARDS FORD CARS WITH
REFERENCE TO FORTUNE FORD (NAGERCOIL)”.

 To analyze customer satisfaction towards FORD CARS.

 To find the factors that influence customer preference towards buying
FORD CARS.
 To know the various quality of service offered by FORTUNE FORD.

LIMITATION OF THE STUDY

 The area of sampling was restricted only to Hyderabad. Hence the study
might not be representing the general customer behavior as life style
differs from place to place.
 The sample unit was also 100 respondents.
 Time constraint in the study on the period is for 45 days only.
 Cost constraint.

3
 REVIEW OF LITERATURE

AJZEN & HASSN (1991).

In this study this function is one of the most familiar of Sidgwick, the practical
is really based on the moral theory of utilitarianism, in this study of customer
satisfaction the consumers behavior is entirely based on usefulness function
when the choice rotates around the amount discomfort or pleasure in carries.

BHATNAGAR (2000).
In the findings of the author has inspected that the consumers satisfaction many
time influenced by the availability of consumer goods and services,the delivery
of quality buyers goods and service has established a major concern of all
trades. Consumer satisfaction is typically known as a post-consumption finding
judgment concerning an exact goods or service.

BOUSCH & HOMER (1988).

In this findings Author designed about the trustworthy buyers satisfaction. True
customers arethose who buys same brand goods in their shopping everytime.
They never bothered about the value because they knew about quality will be
maintained according to the price of the product. A faithful customer is more
important than 10 new customers to the company.

CSIKSZENTMIHALYI (2000).
In this findings of the author inspected that there are a connection between
brand structure and the consumer satisfaction about the product. It is agreed
because if the grade of consumer increase, the brand price increase and the
degree of consumer satisfaction reduce then usually brand value will reduce. It
is related to each other.

4
DAILEY & FMI (2000).
In the findings, author has inspected that evaluation reduced that the
consumption experience was at smallest as better as it was supposed to be in the
customer's attitude towards the product.

D’ESSENC (2001).
In this study, the author has studied about the position of the consumer attitude,
Which is very significant in gaining the customers, and this procedure is also
known as the customer relationship management.

DONTHU & GARCIA (1999).

In this study ,the author has well-defined that the influencing the buying process
of the customers, for eg, friends, relatives, media, and ads. These kinds of
factors impact the customer to buy the products. These are the solid forces
which make potential buyer.

HARRISON & ALBERTSONS (2001).

In this study , we can sign the worth of consumer’s response to the assessment
of the perceived discrepancy between past expectations and the definite
performance of the goods and services as perceived after its consumption.

HENG PATRICK & LOW KIM (2006).

In this study,the author has analyzed that buyers satisfaction is influenced by the
obtainability of consumer goods and services, The provision of excellence of
buyers service has developed a main. the worry of all businesses. Consumer
satisfaction is naturally defined as a postconsumption evaluative ruling
concerning a exact goods or service.

5
HOFFMAN & NOVAK (1996).
In this study, the author has examined the grade of consumer prospects toward a
exact brand. Hence the consumer prospects differ from one brand to another.
So, we have to sort out our customer expectations.

HSIAO H L (2010).
In this study, The author has examined the post-acquisition attitude of client.in
the time of purchase buyers boldness is positive but after the purchase, the
attitude may turn into an negative and then it primes to dissatisfaction.

KIM & KARPOVA (2010).

In this study, the author had explained the publicity skills to the sellers to gain
the new customers to improve the sales volume. If the volume of the sales
increases than mechanically profit will also increase.

LOREK (2001).
In this study ,the author has provided a meaning for ‘consumer’ upon two
approaches: With the location to trustworthiness, “A consumer is the being who
measures the quality of the products and services” and on the process-oriented
approach, “the customer is the existence or group that obtains the effort output”.

MCGRAW HILL (1999).

In this study, the author has examined the buying behavior of buyer which helps
to make selling plans from the seller or from the company and he defines
gratification as, “The buyer’s cognitive state of being sufficiently or
inadequately rewarded for the expenses undergone”
MOHAMMAD AMIN (2009).
In this study,the author has examined the psychological factors convincing in
fulfillment of the product and services. The summary psychological state results

6
in when the reaction surrounding disconfirmed prospects is coupled with.
consumers’ prior feelings about the investing experience.

MOWEN & MINOR (1998).

In this study authors have examined the association between the product
selections and the new product development course. Authors have also
examined the major key subjects in the course of new creation presentation
process.

MONROE & DODDS, (1988).

In the study the authors have examined the success issues of the product launch
and tactics. outlines and marketing are to be done while making product launch
to the market. Authors also studied about the product putting, targeting for the
success and innovativeness of the product presentation.

QUELCH & KLEIN (1996).

In the study,the authors have studied about the unsafe factors which are
complex in the new product introduction with reference to the IBM AS/400
products. Authors also deliberate about the pre-launch and post-lunch policies
for the goods do well in the market.

RAMAN SWATI & RADHIKA NEELA (2005).

In this study,the author has inspected about the product launch of the medicinal
product to the market. Strategic grounding for the launch and work in a loan for
the launch of the formation are important for the new product presentation
course. Author has also inspected the insight change about the goods in market
and potentials of changing the perception to the product.

7
ROY SUBHADIP (2005).
Has provided an exhaustive segment wise commentary on the subject. He has
also dealt with the role of nationwide and international consumer organizations
in consumer protection.

THATHOO RAHUL & KACHERIA RAHIL (2007).

In this study the author has Studied argued that now a days businesses hope to
reach profitability more quickly, and faster way to reach universal brand
awareness is through online channels.

TORKZADEH & DILLION (2010).

The book exposes the main subjects in customer law and summarizes the
standards governing and they have also reflected the rules of governing
customer contacts and policies minimizing these rules.

8
 COMPANY PROFILE

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.

DETAILS OF COMPANY

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

9
in the world, the Ford Motor Company has been in continuous family control
for over 100 years

Members of the board as of early 2007 are: Chief Sir John Bond, Richard
Manoogian, Stephen Butler, Ellen Marram, Kimberly Casiano, Alan Mulally
(President and CEO), Edsel Ford II, Homer Neal, William Clay Ford Jr.,
JormaOllila, Irvine Hockaday Jr., John L. Thornton and William Clay Ford
(Director Emeritus).

The main corporate officers are: Lewis Booth (Executive Vice President,
Chairman (PAG) and Ford of Europe), Mark Fields (Executive Vice President,
President of The Americas), DonatLeclair (Executive Vice President and CFO,
Mark A. Schulz (Executive Vice President, President of International
Operations) and Michael E. Bannister (Group Vice President; Chairman & CEO
Ford Motor Credit). Paul Mascarenas (Vice President of Engineering, The
Americas 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

10
Mazda of Japan, to a 13.4% non-controlling interest. It shares an American joint
venture plant in Flat Rock, Michigan called Auto Alliance with Mazda. It has
spun off its parts division under the name Visteon.Ford sold the United
Kingdom-based Jaguar and Land Rover companies and brands to Tata Motors
of India in March 2008.Also in 2008, Ford Motor is in negotiations with
Shanghai Automotive Industry Corporationto sell its Volvo cars division.Ford's
FoMoCo parts division sells aftermarket parts under the Motorcraft brand
name.Ford's non-manufacturing operations include organizations such as
automotive finance operation Ford Motor Credit Company. Ford also sponsors
numerous events and sports facilities around the US, most notably Ford Center
in downtown Oklahoma City and Ford Field in downtown Detroit.

Overall the Ford Motor Company controls the following operational car
marques: Ford, Lincoln, Mercury, and Volvo Cars.

Ford India Private Limited manufactures and markets automobiles. The

company offers passenger, luxury, sports utility, and urban activity vehicles.
Ford offers its vehicles under Ikon, Mondeo, Endeavour, and Fusion brand
names. Additionally, the company offers sale and purchase of used
vehicles.Ford India Private Limited is a wholly owned subsidiary of the Ford
Motor Company in India. Ford India Private Limited's headquarters are located
in Chengalpattu, Tamil Nadu. It currently is the 8th largest car maker in India
after Maruti Suzuki, Hyundai, Tata Motors, Mahindra, Chevrolet, Honda and
Toyota. The modern Ford India Private Limited began production in 1996,
although the roots trace back to 1907 when the Model A was launched. Its
manufacturing facilities are in Maraimalai Nagar near Chennai. Ford India
Private Limited began production in 1926, but was shut down in 1954.
Production began again with the joint venture Mahindra Ford India Limited
(MFIL) in October 1995, a 50-50 venture with Mahindra & Mahindra Limited.

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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 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

12
Madhapur&Gachibowli and also parts of Jublee Hills. This makes convenient
for almost every one residing in and around Hyderabad and Secunderabad.

Fortune Ford markets and services the recently launched truly European
Ford Fiesta, the ever-popular Ford Ikon Flair, the No non-sense car Ford
Fusion and the macho SUV the Ford Endeavour through its sales and service
outlets at Hyderabad. The sales outlet is located strategically at Somajiguda next
to Eanadu. We have two service centers, one at Chapel Road, Abids opposite
Stanley College 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.

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

13
Khairtabad RTA. This makes convenient for almost every one residing in and
around Hyderabad and Secunderabad.

The facilities offered from the showroom are :

1. Very easy finance facility with in-house finance team to cater to every car
finance requirements. All the leading finance counters are available like ICICI,
HDFC, KOTAK, SUNDARAM, SBI, etc.

2. Exchange offer for any of used car. Free spot evaluation for any used car.  

3. Professionally trained and courteous sales staff to take care of every relevant
need of the customers.

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.

DETAILS OF PRODUCT:

Fortune Ford has a variety of cars. All the Ford cars are a blend of safety, style,
luxury and comfort.

14
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

15
 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

INDUSTRIES OVERVIEW
The industry is estimated to be a US$ 34 billion industry with exports
contributing 5 per cent of the revenues. The growth of the Indian middle class
with increasing purchasing power along with the strong growth of the economy
over the past few years has attracted global major auto manufacturers to the
Indian market. Moreover, India provides trained manpower at competitive costs
making India a favored global manufacturing hub. The Indian automobile

16
industry is going through a technological change where each firm is engaged in
changing its processes and technologies to
Maintain the competitive advantage and provide customers with the optimized
products and services. The de-licensing of the sector in 1991and the subsequent
opening up of 100 per cent foreign direct investment (FDI) through the
automatic route marked the beginning of a new era for the Indian automotive
industry. Since then almost all the global major automobile players have set up
their facilities in India taking the level of production of vehicles from 2 million
in 1991 to 10.83 million in 2007–08. Stagnation of the auto sector in markets
such as Europe, US and Japan on the other, have resulted in shifting of new
capacities and flow of capital to the Indian auto industry. The Indian automobile
industry has been growing at the rate of 15–27 per cent over the past five years.
In two wheelers industry, Indian companies are the largest manufacturers in the
world. Bikes are a major segment in the industry, the other two being scooters
and mopeds. Moreover, Indian car makers are earning acclaim worldwide. The
home-grown automaker, Maruti Suzuki has emerged as the fourth most
reputed among auto companies in the world, even ahead of its parent
Suzuki Motor Co of Japan, according to the Global 200: The World's Best
Corporate Reputations list, compiled by US-based Reputation Institute.
Evolution of Automobile Industry:
While the automotive industry in India started developing in the 1940s, distinct
growth rates started only in the 1970s. Cars were considered ultra-luxury
products, manufacturing was strictly licensed, expansion was limited and there
was a restrictive tariff structure. The decade 1985 to 1995 saw the entry of
Maruti Udyog in the passenger car segment in collaboration with Suzuki of
Japan, and Japanese manufacturers
in the two-wheeler and commercial vehicle segments. After economic reforms
took place in India in 1991, it is only in the mid-1990s, that the automotive

17
industry started opening up. Thus, the mid-1990s are characterized by the entry
of global automotive manufacturers through joint ventures in India.
Till the 1990s, the automotive industry in India was primarily dominated by
Maruti Suzuki, Tata Motors, Hindustan Motors and Premier Padmini in the
passenger car segment. Ashok Leyland, Tata Motors and Mahindra & Mahindra
dominated the commercial vehicle segment while Bajaj Auto dominated the
two-wheeler segment. After the year 2000, further policy changes were
introduced and focus on exports The industry started increasing. Following that,
the Core Group on Automotive Research & Development (CAR) was set up in
the year 2003 to identify priority areas for Research and Development (R&D) in
India.
Contribution of the automotive industry to GDP and employment in the
1990s: Turnover of the automotive industry in the year 1998–1999 was Rs. 360
billion and the industry provided employment to over 10 million people directly
and indirectly. The contribution of the automotive industry to the GDP during
the same period was 4 per cent rising from 2.77 per cent recorded in the year
1992–1993.
Surge in road freight and passenger traffic generated demand for
automobiles in 1990s
The average rate of growth of freight and passenger transport on the road was
the highest compared to other means of transport such as rail, air and sea
throughout the 1990s. Even in terms of absolute volume, traffic handled by
roads was the maximum among the other means. This partly explains the rise in
growth of the automotive industry especially since the 1990s.
Initial Years
Manufacturing was licensed
• High Customs duty on import
• Steep excise duties &
• sales tax

18
 • 2 Major players:
Premier Automobiles Ltd
& Hindustan Motors
1980s
• Entry of MUL, better product,
With government support
• Seller’s Market
• Long Waiting Periods

Early to mid-90s
• Seller’s market and long waiting periods
• DE licensing in 1993
• Removal of capacity restrictions
• Decrease in customs & excise
• Auto finance boom- more players (foreign banks &non-banking
companies, better schemes.
Mid 90s – Early 2000s
• Buyer’s market
• Increase in Indigenization
• Easy Auto finance
• Manufactures diversifying into related activities: finance lease, fleet
management, insurance and used car market

MANUFACTURER SEGMENTS
Bajaj Auto Two and Three Wheelers
BMW India Cars and MUVs
Eicher Motors LCVs, M&HCVs, Buses
Electrotherm India Electric Two Wheelers

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Fiat India Cars
Force Motors Three Wheelers, MUVs and LCVs
Ford India Cars and MUVs
General Motors India Cars and MUVs
Hindustan Motors Cars, MUVs and LCVs
Honda Two Wheelers, Cars and MUVs
Hyundai Motors Cars and MUVs
Mahindra & Mahindra Three Wheelers, Cars, MUVs, LCVs
Maruti Suzuki Cars, MUVs
Piaggio Three Wheelers, LCVs
Reva Electric Car Co. Electric Cars
Royal Enfield Motors. Two Wheelers
Scooters India LCVs, M&HCVSs, Buses
Skoda India Cars
Suzuki Motorcycles Two Wheelers
Swaraj Mazda Ltd. LCVs, M&HCVSs, Buses
Tata Motors Cars, MUVs, LCVs, M&HCVs, Buses
Tatra Vectra Motors M&HCVs
Toyota Kirloskar Cars, MUVs
Tvs Motor Co. Two Wheelers
Volvo India M&HCVs, Buses
Yamaha Motor India Two Wheelers

SEGMENTATION
A market segment consists of a group of customers who share a similar set of
wants The marketer does not create the segments; the marketer’s task is to
identify the segments and decide which one(s) to target. Segment marketing
offers several benefits over mass marketing. The company can create a more
fine-tuned product or service offering and price it appropriately for the target
segment. The company can more easily select the best distribution and

20
communication channels, and it will also have a clearer picture of its
competitors, which are the companies going after the same segment.
In the context of automotive sector, we would be classifying it in the following
ways-:

AUTOMOTIVE
I. BASED ON THE PRICE OF THE CAR
II. BASED ON THE LENGTH OF THE CAR
III. BASED ON THE USER SEGMENT

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 RESEARCH DESIGN

‘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.

‘Research Design’ 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.

STUDY AREA

22
 AREA: NAGERCOIL

SAMPLING SIZE

Due to time and resource constraint the sample size has been taken as 100
for customer. In consultation with the company guide and the project guide.

METHODOLOG

Research methodology is the way to systematically solve a problem. The

methodology adopted in this study explained below. the study empirical in
nature. Both primary and secondary data were collected to prepare the report

DATA COLLECTION

Data refers to information or facts. It includes numerical figures, non-

numerical figures, descriptive facts, and qualitative and quantitative
information. The task of data collection begins after a research problem has
been defined and research plan has been decided. The nature of the data is both
Primary and Secondary data.

Primary data

The primary data are those that are collected through questionnaire and
direct personal interview. The questionnaire was framed in such a manner to
obtain correct information, graded suitably for the study. All the questionnaires
were collected through personal contact from the respondents.

Secondary data

Secondary data has been collected through oral communication.

Secondary data about the company profile and other details were collected from
the company website.

23
SAMPLING TECHNIQUE

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.

Percentage method

The percentage method was extensively used for finding various

details as mentioned in the chapter at analysis and interpretation. It can be
generally calculated as follow.

No, of respondents favourable

Percentage = ______________________________________*100

Total respondents

24
 DATA ANALYSIS AND INTERPRETATION

DATA ANALYSIS

The data after collection has to be processed and analyzed in accordance

with the outline laid down for the purpose at the time of developing the research
plan. This is essential for a scientific study and for ensuring that we have all the
relevant data. Processing implies editing, coding, classification and tabulation of
collected data so that they acquiescent to analysis.

The term analysis refers to the computation of certain measure along with
searching for patterns of relationships that exists among data-groups. Thus “in
the process of analysis, relationships of differences supporting or conflicting
with original or new hypothesis should be subjected to statistical tests of
significance to determine with what validity data can be said to indicate any
conclusions”.

Analysis of data in a general way involves a number of closely related

operations that are performed with the purpose of summarizing the collected
data and organizing them in such a manner that answer the research questions.

Table No.1

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 DETAILS OF OWNERSHIP

Name of the car No of customers %

Fiesta 30 30
Ikon 28 28
Endeavour 9 9
Figo 33 33
Total 100 100

Details of ownership

3300.00%
35 3000%
2800% Fiesta
30 Ikon
25 Endeavour
Figo
20
15 900.00%
10
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.

Table No. 2
RESPONDENTS MOTIVATION DETAILS
Customer motivation No of customers %
Brand image 52 52
26
 Offers 18 18
Expert suggestions 30 30
Any other specify………. 0 0

Respondent motivation

60 52

50 Brand image
Offers
40 30 Expert suggestions
Any other specify…
30
18
20

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: This objective of this question is to know how the customers
motivated towards the cars. From the data we can observe that Brand
awareness has a great range of influence on buying behavior.

Table No.3
CUSTOMER PREFERENCE OF FORD CAR

Customers preference No of customers %

Style/design 32 32
Comfort 36 36
Ford brand 22 22
Service 10 10

27
 Customer preference

3600.00%
40
3200.00%
35 Style/design
30 Comfort
2200.00%
25 Ford brand
service
20
15 1000.00%
10
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.

Table No.4
OPINION ABOUT CUSTOMER PERSPECTIVE COMPARED TO
OTHER CARS IN THE MARKET
Customers perspective No of customers %
Fuel efficiency 28 28
Low maintenance 20 20
Brand quality 52 52
Any other specify….. 0 0

28
 Customer perspective

60 52

50 Fuel efficiency
Low maintenance
40 Brand quality
2800%
Any other specify.
30 20
20

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.

Table No.5
DETAILS OF PRICING OF FORD CARS

Customer opinion on price No of customers %

list of ford cars
Reasonable 38 38
Highly priced 41 41
Low priced 6 6
Can’t say 15 15

29
 Pricing of ford cars

41
45 38
40
Reasonable
35 Highly priced
30 Low priced
25 Can't say
20 15
15
6
10
5
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

Table No.6
SOURCE OF AWARENESS

Source of awareness No. of customers %

Friends, relatives 19 19
Advertisements 43 43
Car experts 16 16
Sale’s persons visit 6 6
Auto magazines 16 16

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

Table No.7
DETAILS OF SERVICE CENTERS

Place of service No. of customers %

At authorized service Centre 72 72
At a local workshop near home 28 28

31
 Place of service

28%

At authorized service
centre
At a local workshop near
home

72%

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.

Table No. 8
REASON FOR PREFERRING AUTHORIZED SERVICE CENTRE

Authorized service No of customers %

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

32
 Reason for prefering Authorized service center

33%
Nearness
Quality of service
Low priced
Any other specify…

67%

Figure 8
Data Analysis: the above table indicates that 67% of the respondents prefer
authorized service Centre for quality service and 33% of them are prefer only
nearness service centres

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

Table No.9
DETAILS OF SATISFACTION RATING TOWARDS AUTHORIZED
SERVIC CENTRE

Satisfaction towards No of customers %

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

33
 Satisfaction at authorized service center

17% 1% 13%
Highly satisfied
Satisfied
Neither satisfied nor
dissatisfied
Dissatisfied
Highly dissatisfied
28%
42%

Figure 9
Data Analysis: The above table indicates that 42% of the respondents satisfied
their authorized service centre and 28% of them neither satisfied nor
dissatisfied their service center and finally 17% of the respondents are
dissatisfied their service centers.

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

Table No.10
REASON FOR PREFERRING LOCAL WORK SHOP
Local service No of customers %
Nearness 11 39
Quality of service 5 18
Low priced 12 43
Any other specify… 0 0

34
 Reason for prefering Local workshop

39%
43%
Nearness
Quality of service
Low priced
Any other specify…

18%

Figure 10
Data Analysis: The above table indicates that 43% of the respondents
prefer low priced local work shop and 39% of the respondents prefer
nearness local workshop service centres and 18% of the respondents
prefer local workshop for quality if service.

Interpretation: most of the customers prefer low priced local workshop

for service of their car.

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 Table No.11
DETAILS OF SATISFACTION RATING TOWARDS LOCAL WORK
SHOP
Satisfaction towards local No of customers %
service
Highly satisfied 2 7
Satisfied 22 79
Neither satisfied nor 4 14
dissatisfied
Dissatisfied 0 0
Highly dissatisfied 0 0

Satisfaction towards Local workshop

14% 7%
Highly satisfied
Satisfied
Neither satisfied nor
dissatisfied
Dissatisfied
Highly dissatisfied

79%

Figure 11
Data Analysis: The above table indicates that 79% of the respondents satisfied
with the services at local work shop and 14% of the respondents neither
satisfied nor dissatisfied with the services at local work shop and 7% of the
respondents highly satisfied with the service at local workshop.

Interpretation: From the above analysis most of the ford customers are
satisfied with the service at local workshop.

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 Table No.12
PREFERENCE IN GETTING FINANCIAL HELP WHILE
PURCHASING A CAR
Name of the bank No. of customers %
ICICI 26 26
HDFC 18 18
SBI 20 20
Others 36 36
Total 100 100

Preference in getting financial help from bank

while purchasing a car

36
40 ICICI
35 HDFC
26
30 SBH
20 Others
25 18
20
15
10
5
0
% of customers

Figure 12
Data Analysis: the above table indicates that 36% of the respondents have
taken financial help from other sources, 26% of the respondents have taken
financial help from ICICI bank, 20% of the respondents have taken financial
help from SBH bank and 18% of the respondents have taken financial help form
HDFC bank.

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Interpretation: Most of the customers prefer other sources than bank for taking
financial help while purchasing a car. Customers are asking for special discount
on sale of cars.
Table No.13
MEDIA INFLUENCING TO PURCHASE CAR
media No. of customers %
Televisions 44 44
Magazines 13 13
News papers 34 34
F.M/Radio 9 9

Media influencing to purchase car

44
45
40 34
Televisions
35 Magazines
30 News papers
25 F.M/Radio
20 13
15 9
10
5
0
% of customers

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

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

Table No.14

38
 OFFERS EXPECTING FROM FORD
Offers No. of customers %
Free insurance 21 21
Special discount on sale of cars 37 37
Extending the service period 18 18
Finance availability with 0% 24 24
interest

Offers expecting from ford

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

Figure 14

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

Interpretation: By the result of this question we come to know about the

various promotional techniques/offers which attract the customers. From the
above analysis many customers are expecting the special discount on sale of
cars from the various offers given to them.

Table No.15

39
 OVERALL SATISFACTION TOWARDS FORD CAR THAT
CURRENTLY HAVING

Overall satisfaction No. of customers %

Highly satisfied 15 15
Satisfied 59 59
Neither satisfied nor dissatisfied 20 20
Dissatisfied 5 5
Highly dissatisfied 1 1

Overall satisfaction towards ford cars

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

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

Interpretation: From this analysis we come to know that most of the customers
are satisfied with their ford cars.

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 FINDINGS

 Most of the respondents said that brand awareness has a great range of
influence on buying behavior.
 Many of the Ford customers are buying the cars by seeing its Brand
Name.
 Many of the people feel that price list of ford cars is highly priced.
 Majority of the respondents said that the major media that attracted the
customers is television and print.

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  Most of the Fortune Ford customers are interested to service their
vehicles only at the authorized service center.
 Most of the fortune ford customers are satisfied with their ford cars.

RECOMMENDATIONS

 Plan for Service Stations at main locations of the city, like Thuckalay ,
Kulasekaram ,Marthandam etc., where many customers feel it easy to go to
service centers.
 Advertisements through televisions and newspapers can influence many
categories of people.
 Mileage of Endeavor is not up to the mark.

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 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.

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 QUESTIONNAIRE:

Name:……………………………………………..
Contact no:………………….
1. Which of the following Ford car you own?
a) Fiesta b) Ikon c) Endeavour d) Figo
2. What is that motivated you to purchase Ford car?
a) Brand image b) Offers c) Expert suggestions

44
 d) Any other specify …………………………..
3. What do you like most about your Ford car?
a) Style/design b) Comfort c) Ford brand d) Service
4. What do you feel great about your car when compared to other cars in
the market?
a) Fuel efficiency b) Low maintenance c) Brand quality
b) Any other specify …………………………..
5. What’s your opinion on the price list of Ford cars?
a) Reasonable b) Highly priced c) Low priced d)can’t say
6. How did you come to know about this car before purchasing?
a) From friends and or relatives b) Advertisements
c) Car experts d) Sale’s persons visit
e) Auto magazines
7. Where do you get your car serviced regularly?
a) At authorized service Centre
b) At a local workshop near my home
If (a) is the answer proceed to next question else proceed to question 9

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

a) Nearness b) Quality of service c) Low price
d) Any other specify…………………………..
(2) Rate your satisfaction level towards services at authorized service
Centre?
a) Highly satisfied b) Satisfied c) Neither satisfied nor
dissatisfied
d) Dissatisfied e) highly dissatisfied
9. (1)Reason for preferring local work shop?
a) Nearer b) Quality of service c) Low price
d) Any other specify…………………………..

45
 (2) Rate your satisfaction level towards services at local work shop?
a) Highly satisfied b) Satisfied c) Neither satisfied nor
dissatisfied
d) Dissatisfied e) Highly dissatisfied
10.Which bank do you prefer in getting financial help while purchasing a
car?
a) ICICI b) HDFC c) SBI d) Others
11.To which media do you get expose regularly?
a) Televisions b) Magazines c) Newspapers d) F.M/Radio
12.What kinds of offers do you like or expect from FORD?
a) Free insurance b) Special discount on sale of cars
c) Extending the service period d) Finance availability with 0% interest
13.Rate your overall satisfaction towards FORD car that you are currently
having?

a) Highly satisfied b) Satisfied c) Neither satisfied nor dissatisfied

d) Dissatisfied e) Highly dissatisfied

BIBLIOGRAPHY

1. Philip Kotler, “Marketing Management” – prentice – Hall of India

Pvt. Ltd., New Delhi – 2000 [millennium Edition]
2. Dr. C.N. Sowtakki, “Marketing Management”-, Kalyani PublisherFirst
Edition 1999.
3. Bero G.C, “Marketing Research”- Tata mc Craw Hill publishing
Company limited 1995 Edition.

46
 4. Dr .D. D Sharma, “Marketing Research”- sultan chand & sons 1999
Edition.
5. C. R. Kothari, “Research Methodology Methods & Techniques”,- H.
S. Poplai for wishwa prakasham, New Delhi – 2000 Edition.
6. S. P. Gupta, “statistical methods”,- sultanchand & Co ,New Delhi
1990.
WEBLIOGRAPHY::

www.fordindia.com

www.fortuneford.com

www.google.com

www.carwale.com
www.carazoo.com
.

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