CHAPTER-1

INTRODUCTION TO PERCEPTION AND SATISFACTION

Customer behavior is driven by more than logic. The perceptions customers have of
your brand, its products or services, and its values can have a serious impact on how they
interact with you and how they buy. In fact, fostering positive perceptions can help you build
a “sustainable, loyal, and growing customer base,” according to Forbes.
In marketing, ‘customer perception’ refers to customers’ awareness, their impressions, and
their opinions about your business, products, and brand. Customer perception is shaped by
multiple variables, including direct and indirect interactions with your offerings.
Customer satisfaction is a part of customer’s experience that exposes a supplier’s behavior
on customer’s expectation. It also depends on how efficiently it is managed and how
promptly services are provided. This satisfaction could be related to various business aspects
like marketing, product manufacturing, engineering, quality of products and services,
responses customer’s problems and queries, completion of project, post delivery services,
complaint management etc.

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.

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1.1ABOUT THE INDUSTRY

Ford Motor Company is an American automaker and the world's fifth largest automaker
based on worldwide vehicle sales. Based in Dearborn, Michigan, a suburb of Detroit, the
automaker was founded by Henry Ford, on June 16, 1903. Ford Motor Company would go
on to become one of the largest and most profitable companies in the world, as well as being
one of the few to survive the Great Depression.

The largest family-controlled company in the world, the Ford Motor Company has been in
continuous family control for over 110 years. Ford now encompasses two brands: Ford and
Lincoln. Ford once owned 5 other luxury brands: Volvo, Land Rover, Jaguar, Aston Martin
and Mercury. Over time, those brands were sold to other companies and Mercury was
discontinued. The Ford Motor Company (commonly referred to simply as "Ford") is an
American multinational automaker headquartered in Dearborn, Michigan, a suburb of
Detroit. It was founded by Henry Ford and incorporated on June 16, 1903.

The company sells automobiles and commercial vehicles under the Ford brand and most
luxury cars under the Lincoln brand. Ford also owns Brazilian SUV manufacturer, Troller,
and Australian performance car manufacturer FPV.

In the past, it has also produced tractors and automotive components. Ford owns an 8%
stake in Aston Martin of the United Kingdom, and a 49% stake in Jiangling of China. It also
has a number of joint-ventures, one in China (Changan Ford), one in Taiwan (Ford Lio Ho),
one in Thailand (Auto Alliance Thailand), one in Turkey (Ford Otosan), and one in Russia
(Ford Sellers). It is listed on the New York Stock Exchange and is controlled by the Ford
family, although they have minority ownership (but majority of the voting power).

Ford introduced methods for large-scale manufacturing of cars and large-scale management
of an industrial workforce using elaborately engineered manufacturing sequences typified
by moving assembly lines; by 1914, these methods were known around the world as
Fordism. Ford's former UK subsidiaries Jaguar and Land Rover, acquired in 1989 and 2000
respectively, were sold to Tata Motors in March 2008. Ford owned the Swedish automaker
Volvo from 1999 to 2010. In 2011, Fordism continued the Mercury brand, under which it
had marketed entry-level luxury cars in the United States, Canada, Mexico, and the Middle
East since 1938.

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 During the financial crisis at the beginning of the 21st century, it was close to
bankruptcy, but it has since returned to profitability. The company went public in 1956 but
the Ford family, through special Class B shares, still retains 40 percent voting rights.

1.2. FORD INDIA

Ford India is a completely owned Indian subsidiary of the American multinational car
manufacturer Ford Motor Company. It is headquartered in Maraimalai Nagar, Kanchipuram
district, Tamil Nadu and the company employs of around 10000 people in India. Ford India
Pvt Ltd was started in the year 1926, but it was shut down in the year 1954 due to losses. It
re-entered the market in the year 1995 as Mahindra Ford India Limited. In the year 1998, it
bought 72% of the shares & renamed the company as Ford India Pvt ltd. Fords’ main
manufacturing plant is located at Maraimalai Nagar, 45 kms from Chennai & has the
capacity to produce 1,50,000 units in a year. Ford has one more plant in India at Sanand,
Gujarat. After this second plant went operational, Ford India doubled its capacity to 440000
vehicles and 610000 engines. Ford Figo aspire was the first car to roll out from the second
plant. Ford India is placed at seventh position in Indian automobiles with a market share of
almost 3%. Ford EcoSport has been leading the sales in its segment i.e. Compact SUV’s
than its competitors by more than 40%. Ford’s other models include Figo which is a
hatchback, Fiesta & Classic which are Sedans and Endeavour which is an SUV type.

Ford India - Corporate Profile Ford manufactures and exports vehicles and engines made at
its integrated manufacturing facilities in Chennai, Tamil Nadu and Sanand, Gujarat. Since
its entry in India in 1995, Ford has invested more than US$ 2 billion to expand its
manufacturing facilities and sales & service footprint to meet the demand in one of the
world's fastest-growing auto markets. Ford India’s integrated manufacturing facility at
Maraimalai Nagar, near Chennai, produces its award-winning range of products including
the Ford EcoSport and all-new Ford Endeavour.

As part of its overall commitment, Ford inaugurated its US$ 1 billion state-of-the-art
integrated manufacturing facility in Sanand, Gujarat in March 2015. With Sanand being
operational, Ford India has doubled its annual installed manufacturing capacity to 610,000
engines and 440,000 vehicles. The sub-four-metre compact sedan, Ford Aspire, became the
first car to roll out from the new Ford Sanand plant.

The plant also manufactures Next-Gen Figo hatchback. Ford’s biggest-ever product line-
up in India today offers a vehicle to suit the needs of nearly every consumer. In 2016, Ford

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has also given Indian consumers their first opportunity to own the iconic Ford Mustang.
Debuting ahead of the Delhi 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 centre of excellence for small cars and low
displacement engines.

The company has embarked on an accelerated export strategy and presently, exports Next-
Gen Figo, Aspire, and EcoSport to over 40 markets around the world. Along with
introducing new products, Ford continues to grow closer to customers with the continued
expansion of its nationwide dealership network as well as world-class aftersales offerings.
Presently, Ford has more than 376 sales and service outlets in 209 cities across India.

To enhance affordability and accessibility, Ford has introduced many pioneering initiatives
that reduce the cost of ownership including the Sub- assembly of parts, Pan-India Roadside
Assistance, and Mobile Service Support. To ensure total transparency in service costs, Ford
also introduced a unique Service Price Promise, which allows customers to calculate the
vehicles’ periodic maintenance costs even before booking the service at the dealership.
Ensuring customer convenience, Ford has expanded the availability of Ford Genuine Parts
with the appointment of distributors in Maharashtra, Goa, Karnataka, Kerala, Delhi, Tamil
Nadu, AP, and Telangana.

Ford’s presence in India includes Ford Credit India, which started dealer wholesale
inventory and retail financing in 2015 as a non-banking financial company. With five
decades of global experience, Ford Credit’s operations span in as many as 100 countries
where it has emerged as a preferred automotive financier for both Ford customers as well as
dealers.

Ford Credit is known for its reliable and transparent loan products at competitive rates,
flexible terms, and outstanding customer service. Continuing to generate employment and
help the economy, Ford’s operations currently employ more than 14,000 hard-working,
dedicated men and women across its operations in India which also include Global Business
Services, with offices in Chennai, New Delhi, and Coimbatore.

Registered as Ford Motor Pvt Ltd. (FMPL) as a legal entity, Global Business Services
provide innovative solutions to nearly every Ford locations around the world in areas of
Information Technology, Product Engineering, Finance and Accounting, Automotive

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 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 centre in Chennai. Besides the establishment of a global
engineering and technology centre, the new Ford campus spread across 28 acres will host
operations of Ford Global Business Services in areas of IT, Product Engineering, Finance
and Accounting, Data Analytics, Manufacturing among others.

1.3. HISTORY

The Ford Motor Company is a staple of American automotive manufacturing. The

company was founded in June of 1903 when owner Henry Ford based operations in
Dearborn Michigan. This was not Henry Ford’s first introduction into the automotive
industry as he had previously had ties to the Detroit automobile company that would be
reorganized into the Henry Ford Company only to be bought by Henry Leland in 1902 to
then be renamed once again to Cadillac. Ford Motor Company would be incorporated in
1903 with a total of 12 investors making up 1000 shares for the entire company.

The company started production with the Ford Model A and when the vehicle went up for
sale the company had a total of $223 in the Ford bank account. The entire company rested
on the success of the Model A, Ford and with its success Ford would go on to produce a
total of 1750 vehicles through 1903-1904 with a starting price of $750. Vehicles such as the
Model K and Model S would follow with limited success. Ford would introduce their next
model known as the Model T that started out being manufactured in a rented facility with
parts that were made to order. In the first year of manufacturing of the Model T, 18,000
vehicles were delivered. With rising sales numbers the Ford Motor Company was in need to
streamline its production process therefore creating the first assembly line for
manufacturing. The Model T would become one of the most iconic vehicles and be produced
each year by the Ford Motor Company until 1927. Over those years Ford had produced
nearly 15.5 million Model T vehicles making the company one of the most successful auto
manufacturers in the world. 3.2.1 Ford India History Ford India Private Limited is a wholly
owned subsidiary of the Ford Motor Company in India. Ford India Private Limited's
headquarters are in Maraimalai Nagar, Chennai, Tamil Nadu. It currently is the sixth largest
car maker in India after Maruti Suzuki, Hyundai, Tata, Mahindra. Ford India Private Limited
began production in 1926 as a subsidiary of the Ford Motor Company of Canada, but was

5
shut down in 1954 as the company was in loss. Ford re-entered the market in October 1995
as Mahindra Ford India Limited (MFIL), a 50-50 joint venture with Mahindra & Mahindra
Limited. Ford increased its interest to 72% in March 1998 and renamed the company Ford
India Private Limited. The total investments made by Ford Motor Company since it set shop
in 1995 stands at $2 billion as of April 2012.

1.4.VISION

Ford’s vision statement is “people working together as a lean, global enterprise for
automotive leadership.” The company also explains, “Automotive leadership is measured
by the satisfaction of our customers, employees, investors, dealers, suppliers and
communities.” Thus, Ford’s vision statement has the following major points:

 Global leadership

 Emphasis on stakeholders

 Lean business

The global leadership point of the vision statement indicates that Ford Motor Company
wants to become the top player in the international automotive market. Ford is currently the
fifth biggest in the world, and the second largest U.S.-based automobile manufacturer,
behind General Motors. In this regard, Ford still has more to work on to reach its vision
statement’s point of global leadership.

On the other hand, the vision statement’s emphasis on stakeholders is achieved through
Ford’s enhanced HR policies, as well as corporate social responsibility strategies for
employees, customers, investors and others.

Ford’s vision statement also highlights lean business operations, which the company already
achieved through its assembly line methods. Thus, based on its current condition, Ford
Motor Company needs to work on growing its sales to achieve global leadership and full fill
its vision statement.

1.5. MISSION

Ford’s mission statement is “One Team. One Plan. One Goal.” This mission statement is
also known as the “One Ford” mission. Ford explains that the expanded form of its mission
statement is as follows:

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 One Team: People working together as a lean, global enterprise for automotive leadership,
as measured by: Customer, Employee, Dealer, Investor, Supplier, Union/Council, and
Community Satisfaction.

 One Plan: Aggressively restructure to operate profitably at the current demand and
changing model mix; Accelerate development of new products our customers want and
value; Finance our plan and improve our balance sheet; Work together effectively as one
team.

 One Goal: An exciting viable Ford delivering profitable growth for all. Ford Motor
Company’s current mission statement is a response to the challenges it experienced,
especially in relation to market risks and the American recession and global financial crisis
that started in the late 2000s. Prior to implementing the One Ford mission statement, the
company had disparate product lines in different markets. With the One Ford mission
statement, the company now focuses on creating consistency in product and service design
and quality globally. The mission statement emphasizes teamwork to achieve synergy at
Ford. The One Plan and One Goal components also indicate that the mission statement
focuses and unifies Ford’s global organizational efforts to improve business performance
and achieve the global leadership point in the company’s vision statement

1.6VALUES

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

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

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

 Profits: Profits are the ultimate measure of how efficiently we provide customers with
the best products for their needs. Profits are required to survive and grow.

Guiding Principles

There are some “Guiding Principles” which help them to maintain their success.

 Quality comes first.

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  Customers are the focus of everything we do.
 Continuous improvement is essential to our success.
 Employee involvement is our way of life. We are a team.
 Dealers and suppliers are our partners.
 Integrity is never compromised.

Corporate Strategies

 Renewal Strategy: Discontinuation of brands owing to financial debts.

 Stability Strategy: Focus on production of fuel efficient vehicles
 Growth Strategy:
 Concentration- Focus on quality over quantity
 Vertical integration - Consumer loans and credit to dealerships through Ford Motor
Credit Company
 Horizontal integration
 Related Diversification- Joint Venture with Aston Martin

1.7ACHIEVEMENTS

 The Ford Model A was the first automobile manufactured by Ford Motor Company in
1903. It had a two-engine system and the fastest speed it could travel was 30 miles per hour.

 The Model T was the Most Popular Model. Henry Ford was smart enough to realize that
with competition, he had to offer value to entice customers, so he charged only half of what
his competitors were for their vehicles. So in an indirect way, Henry Ford also created the
concept of the year-end model blowout too.

 Ford was the First Green Company. Ford factories, both in the US and England, used both
animal and human manure to power the factories, burning through 2,000 pounds of the
smelly waste per week. This lasted until 1939 when other less expensive fuel methods came
to light.

 The legendary Big Foot monster truck used a Ford vehicle as its base.

 In 1925, Henry Ford bought out his competitor The Lincoln Motor Company, folding
them into Ford Motors. He wisely kept the Lincoln brand alive since the vehicles were
incredibly popular.

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 A Ford Won An International Car Race. The Ford GT40 was the vehicle that won the
famous Le Mans auto race four years in a rows

1.8FORD CARS MANUFACTURING PLANTS IN INDIA

Ford India Private Limited’s main manufacturing plant located in Maraimalai Nagar,
Chennai has a capacity to produce 150,000 cars on a two-shift basis and 200,000 with three
shifts. In 2010-11, the company’s production crossed the 100,000 mark. When new
hatchback Figo was launched in 2010, Ford Motor Company 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. It has one more Manufacturing Plant in Sanand, Gujarat. It has capacity
to produce 270,000 engines and 240,000 vehicles a year.

1.9NEED FOR THE STUDY

 To know the satisfaction level of customer about ford products.

 The organisation to know their lacking areas and to improve their products.
 The company has to know the feed back about their product.

1.10OBJECTIVES OF THE STUDY

 To study the factors influencing customer to by ford cars

 To the features of ford cars suitable for different kind of people
 To the quality of service offered by varsha ford
 To know the satisfaction level of customer with sale and services of varsha ford

1.11 SCOPE OF THE STUDY

 The satisfaction level of the customer study will help to know the performance of
varsha ford. and helps the management to focus on their weaker area for improvement.
 The result of the study will let us know what exactly customer are looking for when
they are Planned to by ford cars.
 It gives idea on what are the sectors that need to improved in order to increase sale and
fight the competitors.
 It helps in getting feedback about the product quality.
 The project helps to put in to practice the theoretical aspects of the study into reality.

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1.12LIMITATION OF THE STUDY

 The study is confined to select customer.

 The survey was conducted only in Coimbatore region and thus it cannot be
generalized.
 The information collected in this project is highly bound hence the result cannot be
universally applicable.
 The survey was conducted only for 100 respondent because of time constraint.

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 CHAPTER-II

REVIEW OF LITERATURE

1. Choy Johnn Yee, Annie Ng Cheng San, and Ching Huck Khoon26 (2015) conducted
a study on consumer perception towards buying an automobile in Malaysia. This study was
to conduct the research to examine the relationships of the factors, particularly perceived
quality, perceived value and perceived the risk that will affect on Malaysia consumer
purchase decision towards cars. This research was done using descriptive research due to
the prior knowledge the researchers have about the problem situation as it is discovered
through the past studies. Questionnaire survey method was used to collect data for this
research study. 200 questionnaires were distributed in Klang Valley, due to the ease,
reliability, and simplicity. Survey using convenience sampling was done at Klang Valley to
customers' age between 23 to 65 years old and above. The study indicated that perceived
risk have association with purchase decision when customers want to purchase a car. The
study found that most of the consumer perceives that car should be long lasting. Therefore,
they face uncertainty if they purchase the unsuitable car that result in poor performance,
embarrassment, poor self image and unsafely, which cause them lost in financial risk,
physical risk, social risk and performance risk.
2. Joompoth Sanitthangkul, Ausanee Ratsamewongjan, Wuttisak Charoenwongmitr
and Jutamas Wongkantarakorn27 (2015) examined the factors affecting consumer attitude
toward the use of eco-car vehicles. This study emphasized on car users' attitude toward eco
cars and factors that influence their attitude as well as the chance of using eco-cars. A sample
of 560 respondents of car users in Bangkok, Thailand was collected and analyzed using
multivariate analysis. Linear regression and Generalized Linear Model assuming Logit were
employed in analyzing factor determining attitude toward eco-cars. Linear regression model
and Ordered Logit model were applied in determining factor influencing the chance of using
eco-cars. The results confirmed the hypothesis 48 that attitude of car users on eco-cars plays
an important role in determining decision of using eco-cars. The study suggested that Thai
government should not only promote ecocars through the low price and energy saving
incentive policies but also the policy to change the car users' attitude toward eco-cars.

3. Shahir Bhatt and Amola Bhatt29 (2015) analysed the factors influencing the purchase
of hatchback cars in Ahmedabad. The purpose of the study was to identify the factors for
the purchase of hatchback cars and to examine the relationship between these factors and

11
demographics. The data is collected using a self-administered questionnaire. The sample
size for the study is 300 respondents. The focal product for the study is hatchback cars in
Ahmedabad district of Gujarat State. The analysis is done by using the multivariate
technique like Factor Analysis followed by ANOVA and Independent 49 Sample t-test. The
study found that five factors, namely, Brand promise, Features, Reach, Promotions,
Perceived Quality and price/make influenced consumer's purchase of hatchback cars.
Additionally, it is also found that there is a relationship between brand promise and age,
monthly income, and educational qualification. Also, there exists a relationship between
reach and monthly income, features and age, and price/make and marital status.

4.Shalini and Kanakaraj30 (2015) investigated the consumer’s perception towards Nano
car in Coimbatore city. The present study is an empirical inquirer into the influence of
consumer satisfaction to buy products and services from car showroom. The study is purely
based on primary data as well as necessary secondary data. The population of the study was
online retail customers in the city of Coimbatore (India). A total of 100 customers were
surveyed through nonrandom technique by using convenience sampling method for testing
the hypotheses. The statistical tools employed for this purpose are Percentage analysis and
Chi – square Analysis. The present study revealed that consumers have a good preference
towards TATA Nano vehicle. They are mainly motivated by the price of the car. It can be
concluded that the consumers are satisfied with the price, appearance of the vehicle and
comfortability in the crowded area.

5.Suman Ghalawat, Amita Girdhar and Kavitha31 (2015) conducted a study of

consumer behaviour considering various attributes towards purchasing a car. One of the
objectives of the study was to find out the major factors that affect consumer perception
towards different brands of car. The study mainly depended upon primary data based on a
sample of 300 respondents from Hisar district of Haryana state and applied statistical tools
of factor analysis and Discriminant analysis to achieve the objective of the study. The result
of the study showed that consumer perception of a car was more influenced 50 by the
discounts availability, comparative price, promotional strategies, marketing influence
guarantee/warranty, the resale value of the car in markets, acquaintance with retailer,
imported technology and lastly technology advancement plays an important role in the
purchase of a car.

12
 6. Teoh Chai Wen and Nor Azila Mohd. Noor32 (2015) examined the factors influence
consumers' intention to purchase the hybrid car and explore the roles of consumption values
in automotive context. The study has been examining the direct relationship between
functional value, symbolic value, emotional value, novelty value and conditional value with
consumers' intention to purchase the hybrid car. Each variable was measured using 7-point
Likert-scale. The questionnaire was used to collect data from individual consumers in Klang
Valley. The data were then analysed by using structural equation modelling (SEM) with
Smart PLS 2.0. Five hypotheses were developed for this study and were tested using two
stages analyses. The first stage involves measurement model while the second stage is the
structural model. The results of the study indicated that functional value is the most
significant predictor of consumers' intention to purchase the hybrid car. In contrast, symbolic
value, emotional value, and novelty value failed to show the significant relationship with
consumers' intention to purchase the hybrid car. Finally, the study proved that the perception
and brand image plays a key role in the way consumers perceived and judged the product.

7. Arpita Srivastava and Mitu Matta33 (2014) conducted a study on consumer behaviour
towards passengers' cars in Delhi. The research aimed to examine the buying behaviour of
consumer for passenger cars in Delhi. As the universe of the study is large, the researchers
have decided to select sample respondents by adopting the Simple Random Sampling
Technique. A total of 100 Interview schedules were prepared and out of this,

8. Shende V. (2014) studied consumer satisfaction towards passenger car segment in India.
The objective of this study was the identification of factors influencing customer’s
satisfaction for particular segment of car. Proper understanding of Customer satisfaction will
help the marketer to succeed in the market. Scenario of stagnancy in sales and cultivate
future demand for automobile car market was also attempted in this study

9. `Dr.C.V.Chandrasekaran M and Mrs.N.R. Praba (2016) examined the determinants

of preference and satisfaction towards cars in Coimbatore City in Tamil Nādu. The present
paper attempted to identify and analyse the factors influencing he selection of a particular
brand of the car by the car owners in Coimbatore City.. The primary data were collected by
the researcher from a sample size of 152 respondents by adopting proportionate random
sampling technique. The results of the study showed that the factors towards the
“technology” placed as First Rank followed by “Driving comfort and Mileage” both placed

13
as Second Rank .“Space and Safety”, “Breaking” occupied Third and Sixth Rank
respectively..

10.Mahapatra Kumar and Chauhan (2010) mentioned a study on " customer satisfaction,
dissatisfaction and post purchase evaluation: an empirical study on passenger cars in India"
with the main objectives to examine the satisfaction and impact on future purchase decision
and explore the performance of different attributes in automobile in giving satisfaction to
customer with the sample size of 150 customers and they used the multiple regression
techniques and they revealed from this study that customers are highly satisfied with the
behavior, service quality etc. and other attributes like quality, dealers facility influence the
consumer future purchase decisions and consumer give the more importance to these factors

RESEARCH GAP

All above the literatures are about customer perception on many brand cars which is done
many showrooms . But this research is conducted on varsha ford which is located in
Thudiyalur. This all about the customer perception on ford cars and satisfaction towards ford
and their services.

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 CHAPTER-III

RESEARCH METHODOLOGY
3.1MEANING OF RESEARCH

Research comprises creative work undertaken on a systematic basis in order to increase the
stock of knowledge, including knowledge of humans, culture and society and society and
the use of this stock of knowledge to devise new application.

Research methodology is a way to solve the research problem systematically it may be

understood as a science of studying how search is done scientifically study.

3.2 RESEARCH DESGIN

Descriptive research design:

Descriptive research aims to accurately and systematically describe a

population ,situation or phenomenon. It can answer what ,where, when, and how question ,
but not why question.

A descriptive research design can use a wide variety of research methods to investigate on
or more variables. Unlike in experimental research the research dose not control or
manipulate any of the variables but observe and measure them.

3.3 SAMPLING DESGIN

Non- probability sampling:

Non-probability sampling is defined as sampling technique in which the researcher

select samples based on the subjective judgement of the researcher rather than random
selection. It is a less stringent method. This sampling method depends heavily on the
expertise of the researchers. It is carried out by observation and researcher use it widely for
qualitative research.

Non -probability sampling is a sampling method in which not all member of the
population have an equal chance of participating in the study unlike probability sampling.
Each member of the population has a known chance of being selected. Non -probability
sampling is most useful for exploratory studies like a pilot survey.

Convenience sampling is been adopted for this study.

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3.4 POPULATION SIZE

Since the project is done in ford cars there will be many people are customer .so the
population size is infinite

3.5 SAMPLE SIZE

In the huge number of people the sample size of survey is collected from 100 customers.

3.6 DATACOLLECTION

Primary data collection method and secondary data collection method

Primary data is a type of the data that is collected by research directly from the main source
through interviews, survey experiments etc. primary data are usually collected from the
source where the originally originates from and are regarded as the best kind of data in
research.

In this research the primary data was collected using structured questionnaire from the
customer of ford.

Secondary data refers to data that is collected by someone other than the primary user.
Common source of secondary data for social science include censuses ,information collected
for other research purpose.

3.9 TOOL FOR ANALYSIS

The statistical tool used for the analysis is simple percentage method. The formula for
simple percentage method is

Percentage of respondent= no .of respondents X 100

Total no. of respondent

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 CHAPTER-IV

DATA ANALYSIS AND INTERPRETATION

Analysis is a branch of mathematics which studies continuous changes and includes the
theories of integration, differentiation, measure, limits, analytic functions and infinite series.
It is the systematic study of real and complex-valued continuous functions. It describes both
the discipline of which calculus is a part and one form of the abstract logic theory

An interpretation is an assignment of meaning to the symbols of a formal language. Many

formal languages used in mathematics, logic, and theoretical computer science are defined
in solely syntactic terms, and as such do not have any meaning until they are given some
interpretation. The general study of interpretations of formal languages is called formal
semantics

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 TABLE 4.1

TABLE SHOWING AGE OF THE RESPONDENT

AGE NO.OF PERCENTAGE

RESPONDENT

18-25 20 20%

26-35 25 25%

36-50 40 40%

50&ABOVE 15 15%

TOTAL 100 100

INTERPREATATION:

The above table shows 40% of the respondents are under age group of 36-50 and 25%are
under age group of 26-35 and 20% respondent are under age group of 18-25and 15% of the
respondents are under age group of 50 and above .majority of the respondents are under the
age group of 26-50.

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 CHART 4.1

CHART SHOWING AGE OF THE RESPONDENT

AGE

15
20

18-25
26-35
36-50
50&ABOVE
25
40

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 TABLE4.2

TABLE SHOWING GENDER OF THE RESPONDENT

GENDER NO.OF RESPONDENT PERCENTAGE

Male 60 60%

female 40 40%

TOTAL 100 100

INTERPRETATION:

The above table shows 60% of the respondents are male and 40%are female in this above
table majority of the respondents are male.

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 CHART 4.2

CHART SHOWING GENDER OF THE RESPONDENT

GENDER

40

MALE
FEMALE
60

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 TABLE4.3

TABLE SHOWING PROFESSION OF THE RESPONDENT

PROFESSION NO.OF RESPONDENT PERCENTAGE

Business people 45 45%

Student 20 20%

Employee 35 35%

TOTAL 100 100

INTERPRETATION:

The above table shows 45%of the respondents are business people and 20% are student and
35% are employees. In this table the majority of the respondents are business people.

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 CHART4.3
CHART SHOWING PROFESSION OF THE RESPONDENT

PROFESSION

35

45 BUSSINESS PEOPLE
STUDENT
EMPLOYEE

20

23
 TABLE4.4
TABLE SHOWING SOURCE OF AWARNESS

SOURCE OF NO.OF RESPONDENT PERCENTAGE

AWARENESS

Friends 19 19%

Advertisement 43 43%

Car expert 16 16%

Sale’s person visit 22 22%

TOTAL 100 100

INTERPRETATION :

The above table shows 19% of the respondent are awarded by friends and 43% are awarded
by advertisement and others 16% are by car expert and 22% are by sales person visit. Majority
of the respondents are got awareness by advertisement.

24
 CHART4.4

CHART SHOWING SOURCE OF AWARENESS FOR RESPONDENT

SOURCES OF AEARENESS FOR RESPONDENT

19
22

16
FRIENDS

ADVERTISMENT
43
CAR EXPERT

25
 TABLE4.5

TABLE SHOWING MODEL OF THE CAR OWNED BY RESPONDENT

MODEL NO.OF RESPONDENT PRECENTAGE

Figo 45 45%

EcoSport 20 20%

Aspire 15 15%

endeavour 20 20%

TOTAL 100 100

INTERPRETATION:

The above table shows 45% of the respondent own figo model cars and 20%of the
respondent own ecosport model cars and 15% of the respondent own aspire model cars and
20 % of the own endeavour model cars. Majority of the respondents owns figo model car.

26
 CHART4.5

CHART SHOWING MODEL OF THE CAR OWNED BY RESPONDENT

MODEL

20

figo
45
ecosport
aspire
15
endeavour

20

27
 TABLE4.6

TABLE SHOWING NUMBER OF YEARS CAR OWNED BY RESPONDENT

YEARS OWNED NO.OF RESPONDENT PERCENTAGE

2 20 20%

5 50 50%

7 30 30%

TOTAL 100 100

INTERPRETATION:

The above table shows 20% of the respondent own for 2 years and 50% of the respondent
own for 5 years and 30% of the respondent own for 7 years. Majority of respondents are
owned their car for 5 and 7 years.

28
 CHART4.6

CHART SHOWING NUMBER OF YEARS CAR OWNED BY RESPONDENT

NUMBER OF YEARS

20

30

2
5
7

50

29
 TABLE4.7

TABLE SHOWING SATISFACTION LEVEL OF THE RESPONDENT FOR THE

FEAUTER GIVEN TO THE CAR

SATISFACTION NO OF RESPONDENT PERCENTAGE

LEVEL

Satisfied 40 40%

Very satisfied 20 20%

Some what 30 30%

dissatisfied 10 10%

TOTAL 100 100

INTERPRETATION:

The above table shows 40% of the respondent are satisfied with the given features and
20% of the respondents are very satisfied and 30% of the respondent are some what
satisfied and 10% of the dissatisfied with the given features.

30
 CHART4.7

CHART SHOWING SATIAFACTION LEVEL OF THE RESPONDENTFOR THE

FEAUTERS GIVEN TO THE CAR

FEATURES OF THE CAR

10

40
satisfied
very satisfied
30
some what
dis satisfied

20

31
 TABLE4.8

TABLE SHOWING THE BEST SUITABLE FEATURE OF THE RESPONDENT’S

CAR

SUITABLE NO.OF RESPONDENT PERCENTAGE

FEATURE

Engine capicity 50 50%

Comfortability 35 35%

mileage 15 15%

TOTAL 100 100

INTERPRETATION:

The above table shows50% of the respondent says engine capacity is best suitable feature
and 35% of the respondent says comfortability and 15% of respondent says milage is
suitable feature. Majority of the respondents says engine capacity is best feature in their car.

32
 CHART4.8

CHART SHOWING THE BEST SUITABLE FEATURE OF THE RESPONDENT’S

CAR

BEST SUITABLE FEATURE

15

engine capacity
50 comfortability
mileage

35

33
 TABLE4.9

TABLE SHOWING NUMBER OF KILO METER TRAVELLED BY THE

RESPONDENT IN THEIR CAR

NO.OF KILO METER NO.OF RESPONDENT PERCENTAGE

1000-5000 10 10%

6000-20000 10 10%

21000-40000 20 20%

Above 40000 60 60%

TOTAL 100 100

INTERPERTATION:

The above table shows 10% of the respondent drives 1000-5000 kilo meter and 10% of the
respondent drives 6000- 20000 kilo meter and 20% of the respondent drives 21000-40000
and 60% of the respondent drives above 40000.majority of the respondent travelled above
40000 in their car.

34
 CHART4.9

CHART SHOWING NUMBER OF KILO METER TRAVELLED BY

RESPONDENT IN THEIR CAR

KILO METER TRAVELLED

10

10

1000-5000
6000-20000
21000-40000
60 20 above 40000

35
 TABLE4.10

TABLE SHOWING BREAKDOWN EXPERINCES FELT BY THE RESPONDENT

BREAK DOWN NO.OF CUSTOMER PERCENTAGE

EXPERINCES
Often 0 0

Rarely 80 80%

Not all time 20 20%

Very often 0 0

TOTAL 100 100

INTERPRETATION:

The above table shows 80% of the respondent says rarely and 20% of the respondent says
not all time. Majority of the respondents feel rarely the break down in their car

36
 CHART4.10

CHART SHOWING BREAKDOWN EXPERINCES FELT BY CUSTOMER

BREAK DOWN EXPERINCES

20

rarely
not all time

80

37
 TABLE4.11

TABLE SHOWING SATISFACTION LEVEL OF THE RERSPONDENT IN

TERMS OF MILAGE

SATISFACTION NO.OF RESPONDENT PERCENTAGE

LEVEL

Satisfied 55 55%

Very satisfied 30 30%

dissatisfied 15 15%

TOTAL 100 100

INTERPRETATION

The above table shows that 55% of the respondent are satisfied with the mileage and
30%says respondent are very satisfied with the mileage and 15% of the respondent are
dissatisfied with the mileage given to their car. majority of the respondents are
satisfied with mileage of their car.

38
 CHART4.11

CHART SHOWING SATISFACTION LEVEL OF THE RESPONDENT IN TERMS

OF MILEAGE

MILEAGE

15

SATISFIED
VERY SATISFIED
55 DISSATISFIED
30

39
 TABLE4.12

TABLE SHOWING BEST STTRIBUTE OF FORD CARS FELT BY

RESPONDENT

BEST ATTRIBUTE NO.OF RESPONDENT PERCENTAGE

Fuel efficiency 20 20%

Quality 30 30%

Style 50 50%

TOTAL 100 100

INTERPERTATION:

The above table shows20% of the respondent says fuel efficiency and 30% of the
respondent says quality and 50% of the respondent says style. Majority of the respondent
says that style is best attribute of their car.

40
 CHART4.12

CHART SHOWING BEST ATTRIBUTE FELT BY THE RESPONDENT

BEST ATTRIBUTE

20%

fuel efficency
50% quality
style

30%

41
 TABLE4.13

TABLE SHOWING THAT RESPONDENT WHETHER THEY RECOMMENCE

FORD CARS TO OTHERS

RECOMMENCE NO.OF RESPONDENT PERCENTAGE

Yes 70 70%

No 30 30%

TOTAL 1OO 1OO

INTERPRETATION:

The above shows 70% of the respondent says yes and 30% of the respondent says no.
majority of the respondents says they will recommence ford cars to their friends and
relatives.

42
 CHART 4.13

CHART SHOWING THAT RESPONDENT WHETHER THEYRECOMMENCE

FORD CARS TO OTHERS

RECOMMENCE TO OTHERS

30

yes
no

70

43
 TABLE4.14

TABLE SHOWING RESPONDENTS OPINION ABOUT PRICING OF FORD

CARS

OPINION NO.OF RESPONDENT PERCENTAGE

High price 30 30%

Low price 20 20%

Reasonable 50 50%

TOTAL 100 100

INTERPRETATION:

The above table shows 30% of the respondent says high price and 20% of the respondent
says low price and 50% of the respondent says reasonable. The majority of the respondent
says the price of the ford cars are reasonable.

44
 CHART4.14

CHART SHOWING RESPONDENTS OPINION ABOUT PRICING OF FORD

CARS

PRICING

30

50
high price
low price
reasonable

20

45
 TABLE4.15

TABLE SHOWING RESPONDENT OPINION ABOUT ADVERTISING

STRATEGY OF FORD CARS

OPINION NO.OF PERCENTAGE

RESPONDENT

Informative 15 15%

Motivating to buy 25 25%

No difference 60 60%

TOTAL 100 100

INTERPRETATION

The above table shows that 15 % of the respondents says informative and 25% of the
respondent says motivating to buy and 60 % of the respondent says no difference .the
majority of the respondents says there is no difference in advertisement of ford cars with
others.

46
 CHART4.15

CHART SHOWING RESPONDENT OPINION ABOUT ADVERTISING

STRATEGY OF FORD CARS

ADVERTISING STRATEGY

15

informative
motivating to buy
25 no difference
60

47
 TABLE4.16

TABLE SHOWING RESPONDENT’S OPINION ON MONEY IS WORTH OF

BUYING FORD CARS

OPINION NO.OF RESPONDENT PERCENTAGE

Yes 60 60%

No 40 40%

T0TAL 100 100

INTERPRETATION:

The above table shows 60% of the respondent says and 40%of the respondent says no

Majority of the respondents says that their money is worth of buying ford cars.

48
 CHART4.16

CHART SHOWING RESPONDENT’S OPINION ON MONEY IS WORTH OF

BUYING FORD CARS

WORTH OF BUYING

40

YES
NO

60

49
 TABLE 4.17

TABLE SHOWING SATISFACTION LEVEL OF THE RESPONDENT AFTER

SALES SERVICES AT VARSHA FORD

SATISFACTION NO.OF RESPONDENT PERCENTAGE

LEVEL

Very satisfied 50 50%

Dissatisfied 30 30%

Not all time 20 20%

TOTAL 100 100

INTERPERTATION:

The above table shows that 50% of the respondent are very satisfied with after sales
services and 30% of the respondent are dissatisfied with services and 20% of the respondent
are not satisfied at all time.

50
 CHART4.17

CHART SHOWING SATISFACTION LEVEL OF RESPONDENT AFTER SALES

SERVICES AT VARSHA FORD

AFTER SALES SERVICES

20

very satisfied
50 dissaisfied
not all time

30

51
 TABLE 4.18

TABLE SHOWING IMPROVEMENTS THAT FELT BY RESPONDENT IN

VARSHA FORD

IMPROVEMENTS NO.OF RESPONDENT PERCENTAGE

Services in time 25 25%

Reliable service 15 15%

Well trained 10 10%

mechanics

Less labour charge 50 50%

TOTAL 100 100

INTERPERTATION:

The above table shows that 25% of the respondent feels services at time and 15% of the
respondent feels reliable services and 10% of the customer feels well trained mechanics and
50% of the respondent feels less labour charge.

52
 CHART 4.18

CHART SHOWING IMPROVEMENTS FELT BY RESPONDENT IN VARSHA

FORD

IMPROVEMENTS

25

services in time
reliable services
50
well trained mechanics
less labour charge
15

10

53
 TABLE4.19

TABLE SHOWING RATING GIVEN BY RESPONDENT FOR DELIVERY

PERFORMANCE IN VARSHA FORD

RATING NO.OF RESPONDENT PERCENTAGE

Good 40 40%

Average 20 20%

Excellent 30 30%

poor 10 10%

TOTAL 100 100

INTERPERTATION

In this above table shows 40% of the respondents says good and 20% of the respondent
says average and 30% of the respondent says excellent and 10 of the respondent says poor
on delivery performance of varsha ford.

54
 CHART 4.19

CHART SHOWING RATING GIVEN BY RESPONDENT FOR DELIVERY

PERFORMANCE AT VARSH A FORD

RATING

30

40 good
poor
average
excellent

20
10

55
 TABLE4.20

TABLE SHOWING WHETHER THE SPARES AND ACCESSORIES ARE

AVIAILABLE IN VARSHA FORD

AVAILABILITY NO.OF RESPONDENT PERCENTAGE

Yes 10 10%

Some are available 50 50%

Not available 40 40%

TOTAL 100 100

INTERPRETATION:

The above table shows that 10% of respondent says yes and 50% of the respondent says
some are available and 40% of the respondent says not available. Majority of the respondents
says spars and accessories some are available in varsha ford.

56
 CHART 4.20

CHART SHOWING WHETHER THE SPARES AND ACCESSORIES

AVIALIABLE IN VARSHA FORD

SPARES AND ACCESSORIES

10

40
yes
some are available
not available

50

57
 CHAPTER-V

FINDINGS AND SUGGESTIONS

5.1FINDINGS

DEMOGRAPHIC FACTOR

 Majority of the respondent 60% are male in the study.

 Majority of the respondent for this survey are between the age group of 36-50.
 Majority of the respondent 45% are business people.
 A figo car is owned by 45% of the respondent.
 50% of the respondents have been owning the car for 5 years.
OBJECTIVE1: To study factors influencing customer to buy ford cars.
 Majority of the respondent 40% are likely to buy for features of the car
 43% of the respondents are influenced by advertisement.
 60% of the respondents are said the price of the ford cars are reasonable.
OBJECTIVE 2: To know the features of ford cars are suitable for different kind of
people.
 40% of the respondents are satisfied with features of the ford cars.
 50% of the respondent says engine capacity is the best suitable feature of the car.
 50% of the respondents are very satisfied with mileage of their car.
 56% of the respondents feel style is the best attribute of ford cars
 80% of the respondents feel breakdown very rarely.
OBJECTIVE3:To know the various quality of services offered by varsha ford.
 65% of the respondents says delivery of cars after services is good.
 54% of the respondent says first services of the car is free.
OBJECTIVE 4: To know the satisfaction level of customer with sales and services at
varsha ford.
 Majority of the respondents says that some of the spares and accessories are available in
varsha ford showroom.
 55% of the respondents are satisfied with after sales services at varsha ford.
 Most of the respondents 40% rated the delivery performance of varsha ford as good.
 60% of the respondents says buying of ford is worth for money.

58
 5.2SUGGESTIONS

 Most of the respondents are in the age group of 36-50 so the company has to do more
concentration in other group people.
 So ford has to improve their sales promotion and advertisement in more attractive ways to
cover large number of customer.
 Majority of the respondents likes only style in ford cars so ford has to improve other
features in their cars.
 Most of the respondents are owned figo the company can launch similar as figo to their
customer and can earn more profit
 In varsha ford the spare and some accessories are not available the showroom has to
maintain spares in showroom.
 The price of the cars are reasonable to the business people the ford has to decrease the
price for other set of people.

59
 CHAPTER-VI

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
Vinayak Ford should provide lowest price of cars for the sake of increasing sales &
increasing Ford motor market.

Varsha 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 Varsha Ford is having well brand image in the automobile market.

60
 BIBLIOGRAPHY

 "Ford Motor Company / 2008 Annual Report, Operating Highlights" (PDF). p. 1.

Retrieved September 19, 2010.
 Jump up Joann Muller (March 9, 2014). "William Clay Ford's Legacy Cemented
Family's Dynasty". Forbes.
 Ford Motor Company company : Shareholders, managers and business summary".
4-Traders. France. Retrieved May 15, 2016.

https://www.slideshare.net/hemanthcrpatna/a-study-of-consumer-perception-of-carmarket-
buying-behavior.

https://core.ac.uk/download/pdf/153820345.

http://stxavierstn.edu.in/Download/thesis/com/18

61
 ANNEXURE
1. Age of the respondent
a)18-25 b)25-35 c)35-50
2. Gender
a)male b) female
3. please mention your profession
a) business people b) student c) employee
4. what is the source of awareness about ford cars?
a) friends b) advertising c) word of mouth
5. which model of the car do you own?
a) Figo b) EcoSport
6. How many years you own the car?
a)2 b)5 c)7
7. what is the satisfaction level of the features given to the car?
a) satisfied b) very satisfied c) some what
d) dis satisfied
8. what is the best suitable feature of your car?
a)engine capacity b) comfortable c)mileage

9.how many kilo meter did you travelled till the date

a)500-1500 b)5000-10000 c)15000-40000 d)above 40000

10. what are the experiences of breakdown do you fell in your car?

a)often b)rarely c)not at all d)very often

11.Rate the satisfaction level for after sales services in varsha ford

a)satisfied b)completely satisfied c)not at all d)dissatisfied

12.imporvements that you feel in varsha ford

a)services in time b)reliable services c)well trained mechanics d) less labor charge

13.Rate the satisfaction level in terms of mileage on ford cars

a)satisfied b)very satisfied c) dissatisfied

14.what is the best attribute of ford cars do you feel

62
 a)fuel efficiency b)quality c)style

15.Rate the delivery performance at varsha ford

a)good b)average c)poor d)excellent

16.whether you recommend ford cars to other ?

a)yes b)no

17.Is there availability of accessories and spare parts at varsha ford?

a)yes b)some are available c)not available

18.what is the opinion about the price of ford cars?

a)reasonable b)high price c)low price

19. what is the opinion about advertising strategy of ford cars?

a)motivating to buy b)informative c)no difference

20.Is the money is worth of buying ford cars?

a)yes b)maybe c)no

63