CHAPTER I

Markets:
The concepts of exchange and relationships lead to the concept of a market. A market is the set of actual and potential buyers of a product. These buyers share a particular need or want that can be satisfied through exchange relationships. Marketing means managing markets to bring about profitable customer relationships. However, creating these relationships takes work. Sellers must search for buyers, identify must first create a need-satisfying marketing offer (product). It must decide how much it will charge for the offer (price) and how it will make the offer available target consumers (place). Finally, it must communicate with the target customers about the offer and persuade them of its merits (promotion).

Marketing:
Marketing is the business function that identifies customer needs and wants. creating customer value and satisfaction are the heart of modern marketing thinking and practice. Marketing is the delivery of customer satisfaction at a profit. Many people think of marketing only as selling & advertising. But selling & advertising are only the tip of marketing. Marketing means managing markets to bring about exchanges and relationships for the purpose of creating value and satisfying needs & wants. Today, marketing must be understood not in the old sense of making a sale telling and selling but in the new sense of satisfying customer needs. if the marketer does a good job of understanding consumer needs; develops products that provide superior value; and prices, distributes, and promotes them effectively, these products will sell very easily. thus, selling and advertising are only part of a larger marketing mix a set of marketing tools that work together to satisfy customer needs and build customer relationships.

Broadly defined, marketing is a social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging value with others. in a narrower business context, marketing involves building profitable, value laden exchange relationships with customers. hence, we define marketing as the process by which companies create value for customers and build strong relationships in order to capture value from customers in return.

Customer needs, wants, and demands:

The most basic concept underlying marketing is that of human needs. human needs are states of felt deprivation. they include basic physical needs for food, clothing, warmth, and safety: social needs for belonging and affection: and individual needs for knowledge and self expression. these needs were not created by marketers: they are a basic part of the human makeup. Wants are the form human needs take as they are shaped by culture and individual personality. An american needs food but wants a big mac, french fries, and a soft drink. a person in mauritius needs food but wants a mango. rice, lentils, and beans. wants are shaped by buying power, wants become demands. given their wants and resources, people demand products with benefits that add up to the most value and satisfaction.

Marketing Management:
The analysis, planning, implementation and control of programs design to create, build and maintain beneficial exchanges with target buyers for the purpose of achieving organizational objectives.

Marketing Management concepts

Production Production

Product Product

Selling Selling

Marketing Marketing

Societal Societal

Production Concept:
Management should focus on improving production and distribution efficiency. When the demand for a product exceeds the supply, management should looks for ways to increase production. When the products cost is too high, improved productivity is needed to bring it down.

Product Concept:
Consumer will favour products that offer the most quality, performance and innovative features. Thus, an organization should devote energy to making continues product improvements.

Selling Concept:
Consumers Will Not Buy Enough Of The Organizations Products Unless Its Under Takes Large-Scale Selling And Promotion Effort. Existing Selling & Profits through Factoryproducts promoting sales volume

Selling:
Selling Is Also Important Function Of Marketing. It Is The Process Where By Goods And Services Finally Flow To The Customers Who Need Them. Selling Focuses On The Needs Of The Sell

Marketing Concept:
The Marketing Concept Holds That Achieving Organizational Goals Depends On Determining The Needs And Wants Of Target Markets And Delivering The Desired Satisfaction More Effectively And Efficiently Than To Competitors.

Market

Customer needs

Integrated marketing

Profits through customer satisfaction

Marketing means obtaining customers. Marketing focuses on the needs of the purchaser. Makes profits by creating long term customer relationships based on customer value and satisfaction.

Societal Concept:
The societal marketing concept holds that the organization Should determine the needs, wants and interests of target markets.

Society (Human welfare)

Consumers (Want satisfaction)

Company (Profits)

Marketing Mix (4 Ps):

Marketing mix includes the set of controllable, tactical marketing tools in the target market. Product means the goods and services combination the company offer to the target market. Ex: nuts & bolts, spark plugs, pens & pencils etc Price is the amount of money customers have to pay to obtain the product. Place includes company activities that make the product available to target consumers

 Promotion means activities that communicate the merits of the product and persuade target customers to buy it. Ford spends money each year for advertising to tell consumer about the company and its product. P P

r r o o Product d d Product variety u u Quality & Design Features c c Brand name packaging & t t services
Product variety Product variety Warranties & Returns Quality & Design Quality & Design Features Features Brand name Brand name Packaging & Services Packaging & Services Warranties & Returns Warranties & Returns

Price List price Discounts Allowances Payment period Credit terms

P P r r ii c c e e P P r r o o m m o o t t ii o o n n

Target Customer s

Place Channels Coverage & Locations Assortments Inventory Transportations Logistics

P P ll a a c c e e

Promotion Advertising Personal selling Sales promotion Public relations Advertising Advertising Personal selling Personal selling Sales promotion Sales promotion Public relations Public relations

Marketing Effort / Marketing Control:

The company wants to design and put in to action the marketing mix that will best achieves its objectives in its target markets.

Analysis

Control Measure results Planning Develop strategic plans

P P ll a a n n n n ii n n g g

Implementation

Carry out plants

Develop marketing plants

(The company turns the plans in to action)

P P ll a a n n n n ii n n g g

Evaluate results

P P ll a a n n n n ii n n g g

Take corrective action

CHAPTER-II

TOPIC AND SIGNIFICANCE: CUSTOMER PERCEPTION

Perception is defined as the process by which an individual selects, organizes, and interprets stimuli into a meaningful and coherent picture of the world. It can be described as How we see the world around us. Two individuals may be exposed to the same stimuli under the same apparent conditions, At how each person recognizes, selects, organizes, and interprets them is a highly individual process based on each person own needs, values, and expectations. The influence that each of these variables has on the perceptual process, and its relevance to marketing, will be explored in some detail. First, however, we will examine some of the basic concepts that underlie the perceptual process. These will be discussed with in the framework f consumer behavior.

SENSATION:
Sensation is the immediate and direct response of the sensory organs to simple stimuli ( an advertisement, a package, a brand name ). A stimulus is any unit of input to any of the senses. Examples to stimuli include products, packages, brand names, advertisements, and commercials. Sensory receptors are the human organs (the eyes, ears, nose, mouth, and skin) that receive sensory inputs. All these sensory functions are to see, smell, taste, and feel. THE ABSOLUTE THRESHOLD: The lowest level at which an individual can experience a sensation is called the absolute threshold. The point at which a person can detect a difference between something and nothing is that persons absolute threshold for that stimulus.

THE DIFFERENTIAL THRESHOLD: The minimal difference that can be detected between two similar stimuli is called the differential threshold, or j.n.d (for just noticeable difference). A nineteenth century Germany scientist named Ernst Weber discovered that the j.n.d between two stimuli was not an absolute amount, but an amount relative to the intensity of the first stimulus. Webers law as it has come to be known states that the stronger the initial stimulus, the grater the additional intensity needed for the second stimulus to be perceived as different. DISTORTING INFLUENCES OF PERCEPTION: Individuals are subject to a number of influences that tend to distort their perceptions; some of these are given below Physical appearances Stereotypes Irrelevant cues First Impressions Jumping to Conclusions Halo effect

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Price and quality relationship: Perceived product value has been described as a trade off between the products perceived benefits ( or quality ) and the perceived sacrifice both monetary and nonmonetary required to acquire it

Perceiv ed quality

objecti ve
price

Perception Of price

Perceive value

Willingnes s to buy

Rerceive a

sacrifi ce

11

A. Conceptual relationship of price effect

Brand name

Perception of brand

Store name

Perception Of store

Perceiv d quality

objecti ve
price

Perception Of price

Perceive value

Willingnes s to buy

Rerceive a

sacrifi ce

+
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A. Extended conceptualization to include brand name and store name Customer Perception; Perception Is The Process Of Selecting, Organizing, And In Interpreting Or Attaching Meaning To Events Happening In Environment. The Above Definition Emphasizes On Certain Features Of Perception: Perception is A Mental Process, Where By An Individual Selects Data Or Information From The Environment Organizes It And Then Draws Significance Or Meaning From It. Perception Is Basically A Cognitive Or Thinking Process And An Individuals Activities Emotions Feelings Etc Are Based On His Or Her Perceptions Of Their Surroundings Or Environment Perception An Intellectual And Cognitive Process Will Be Subjective In Nature That Is As A Subjective Process Different People May Perceive The Environmental Occurrence Of An Event Differently Based On Which Aspects Of The Situation Is Absorbed By Them How They Organize This Information And On How They Draw Meaning And Interpret It So As To Obtain A Meaningful Understanding Of The Situation. From This We Can See That Subjectivity Perceived Reality Will Vary From Person To Person In A Given Situation. The Topic Selected For The Study Has Got Greater Significance As It Highly Influence The Buying Behavior Of The Customer Customer Imagery Customers Have A Number Of Enduring Perceptions Or Images Which Are Quite Relevant To The Study Of Customer Behaviour.Thus It Becomes Very Difficult To Gauge The Customers Mind

13

Need and Importance:

The Topic Selected For Study, As There Is Greater Importance Of Customer Perception In The Organization Due To Impact Of Growing Technologies In The Business Environment. Change Is Here To Stay, And We Need To Understand That All The Practices That Are Working Today May Not Necessarily Work Tomorrow. Customers Expectations, Market Changes and Strategic Decisions Will Highly Influence the Customers Perception towards a Particular Brand.

Scope Of The Study

The study has a wider scope covering the marketing segment of the people who are using ford cars and it also emphasizes on the parameters like customer awareness, customer perception branding value and image. It also throws a light on the customer awareness of the automobile industry with attention to ford. The project covers the entire branding features on their impact on customer Objectives Of The Study To know the customer perception on ford fiesta To know the customer satisfaction on ford fiesta To estimate the factors influencing the buying behavior of the customer To know the brand image among the customers. To know the brand awareness among the customers.

14

Research Methodology
Research Design: A research design is considered as the frame work or plan for a study that guides and helps the collection and analysis of the data. A sound research is the basis of success of any formal research. It is said to be the blue print of the study conducted. Nature of the Data: The data collected for the study was mainly primary in nature. There is first hand information which is customer opinion, towards the company products. Besides this secondary data was also collected from company brochures and company websites. Sources of Data: Primary data was collected from the customers who are using ford cars in Hyderabad city. Secondary data was collected from the company brochures and company websites. Www.Ford.Com Www.Fordindia.Com Methods of Data Collection: The method adopted to elicit information from customers is structured questionnaire that contains close, open ended questions. The reason for choosing the questionnaire method is primarily due to the qualitative nature of the study.

15

Survey:
Wide range of information about customer opinion, perception, and expectation is gathered through survey from Hyderabad city .

Sampling Design:
Sample Unit: The sampling unit is customers who are using cars o ford India ltd, Hyderabad. Sample Size: The sample size is 100 customers in Hyderabad city.

16

Sampling Method: Random Sampling Limitations: 1. 2. 3. 4. As The Most Of The Customers Were Businessmen Hesitate The Time Period Of Project Is 45 Days. Though The Customers Wanted To Give Information They Give Correct

Information.

could not Give As It Wastes Their Business Time. The Accuracy Of The Answers Depends Upon The Mode Of Interest Of Respondents.

17

CHAPTER III ORGANISATION PROFILE

18

ABOUT FORD COMPANY

Ford Motor Company Is The World's Second Largest Automaker With Approximately 350,000 Employees, And Operating In More Than 200 Markets On Six Continents. Its Automotive Brands Include Aston Martin, Ford, Jaguar, Land Rover, Lincoln, Mazda, Mercury And Volvo. Its Automotive-Related Services Include Ford Credit, Hertz And Quality Care. The Company's World Headquarters Is In Dearborn, Michigan. Ford Motor Company Officially Celebrated Its 100th Anniversary On June 16, 2003. For Additional Information Visit The Site Below.

Overview:
Ford motor company, a global automotive industry leader based in Dearborn, mich., manufactures and distributes automobiles in 200 markets across six continents. With about 300,000 employees and 108 plants worldwide, the companys core and affiliated automotive brands include ford, jaguar, land rover, Lincoln, Mazda, mercury and Volvo. Its automotive-related services include ford motor credit company.

Vehicle Brands:

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Automotive Service Brands:

The very first member of the ford motor company family of brands, ford offers distinctively designed and affordable vehicles for the world's varying lifestyles. From the model tthe car that first brought driving to the masses, to more recent favorites like the mustang in the us, the monde in Europe, the eco sport in south America and the territory in Asia, ford vehicles have been among the world's most popular cars, trucks and SUVs.

Brief History:
Ford motor company began with just ford vehicles in a wagon shop in Michigan. To fully understand the essence of this founding member of the family brands, just look at the early history of ford motor company, from Henry ford's earliest automotive experiments to the models a, t, and beyond. While value for money has always been a top priority in developing ford vehicles, that concern has never compromised quality or the pursuit of quality solutions. Ford has always strived to meet consumers' real-life requirementsfrom smaller cars for europeans, to "smarter" cars for the ever-changing environment. One of the most essential ingredients for a successful business is communication. We strive to keep the public well informed about us, our products, financial progress, and public policy.

Products And Customers:

We will offer excellent products and services. Ford motor company's flexible manufacturing systems have the ability to build up to eight different models off two independent platforms. The flexible systems standardize the assembly process, improve

20

productivity, eliminate waste and boost quality. Developing and introducing products with better environmental performance.

Fast Facts:
Focusing on customer satisfaction and loyalty and keeping our promises Using our understanding of the market to anticipate customer needs Delivering innovative products and services that offer high value in terms of

function, price, quality, safety and environmental performance (a) Progress Since Our Last Report

Around the world, our markets are changing. High fuel prices are accelerating interest in vehicles with good fuel economy. Markets are expanding in rapidly growing economies and remain highly competitive everywhere we operate. To meet and anticipate our customers' needs, we are focusing on: Introducing new products. Globally, we introduced 40 all-new, or substantially new, products in 2004, more than in any year in the company's history. Raising the bar on quality. In j.d. power's initial quality study, our 2004 u.s. vehicles continued a positive trend by improving more than 6 percent compared to 2003. Implementing shared architectures and technologies and flexible manufacturing. By the end of the decade, 75 percent of our north American and all of our European plants will be flexible and able to produce multiple vehicle models. Expanding the range of products available in high-growth markets. Bill Ford Setting The Vision "At Ford Motor Company, We Have Made Sustainability A Long-Term Strategic Business Priority. The Reason Is Simple: We Are A 100-Year-Old Company, And I Want Us To Become A 200-Year-Old Company. Sustainability Bill Ford Chairman & CEO, Ford Motor Company

21

Is About Ensuring That Our Business Is Innovative, Competitive And Profitable In A World That Is Facing Major Environmental And Social Changes." Our company faces urgent short-term challenges that we have described in our annual report and will discuss in this report. We're addressing these challenges by accelerating our business plans to strengthen our balance sheet, optimize our global footprint and deliver more great products faster. That includes eliminating excess capacity, reducing the size of our workforce while improving its capability, increasing our investments in fast-growing markets and speeding up our product development process. Our success as a business in the near term is a prerequisite to any strategy for future growth. However, our responsibility to our customers, shareholders, employees and communities includes preparing for the future without delay. While nobody can confidently predict what the world will look like a few decades from now, it is clear that strong, profitable companies going forward will be the ones that strive for sustainable use of environmental and social capital in a rapidly growing global economy.

The business case is clear:

Reduced use of non-renewable resources will help us cut material and operating cost and avoid the growing volatility of commodity prices. Society's growing concern for environmental issues is creating growth markets for innovative "green" products and technologies that generate new sources of revenue. Increasingly stringent government regulations around the world will favour companies that are best positioned to address underlying environmental and social priorities. Global climate change is one of the most urgent examples. At ford, we have long acknowledged the importance of climate change. We recognize its potential impact on economic as well as environmental and social systems. Customers, investors and policy makers are increasingly focused on the need to burn less fossil fuel and emit fewer

22

greenhouse gases. The issue will become even more challenging as growing markets like India and china expand their own needs for energy. Climate change is also an example of a complex 21st-century challenge that requires a systemic social, political, technological and business solution. Stabilizing the concentration of greenhouse gases in Our atmosphere while maintaining economic growth demands corporate and political leadership and dialogue across traditional boundaries. It requires global coordination of technologies, government policies, markets and infrastructures. Within our company, climate change, and the underlying issue of fuel economy, poses a particular challenge. In North America, the fuel economy of our vehicles is competitive and in some cases even best-in-class within their respective segments. However, the market-leading popularity of our trucks and SUVs results in a low average fuel economy from our fleet as a whole. Across the industry, fuel efficiency improvements compete for investment with other product features and innovations, overall affordability and pressing obligations like safety, health care and pension costs. Even as we grapple with this issue, we continue to set the pace in our industry on important environmental and social priorities, such as reducing water consumption, conserving energy, recycling and reusing non-renewable materials, eliminating toxic materials, establishing codes of working conditions and safety in our plants and supply chain, and addressing public health issues from HIV/aids to cancer to juvenile diabetes. You will find all these issues and more addressed in this report. Looming on the horizon are additional challenges as well as opportunities. The sheer scale of our industry is enormous. In the United States, the auto industry is responsible for 6.6 million jobs, which is about 5 percent of all private-sector jobs and nearly 4 percent of gross domestic product. No other single industry is more linked to u.s. manufacturing strength or generates more retail business and employment. The u.s. auto industry purchases 60 percent of all the rubber and about 30 percent of all the aluminum, iron and stainless steel used in the united states.

23

The 61 million new cars and trucks sold globally last year provide personal mobility and economic opportunity to an increasingly interdependent population. Some people believe that it's impossible to provide personal transportation without imposing costs on the environment and society, and that it's impossible for business to address environmental and social needs without breaching its fiduciary responsibility to shareholders. At ford, we are determined that these priorities do not need to conflict with one another, and that the path to profitable growth in our industry may increasingly lie in finding ways to generate new revenue by reconciling these issues, not just trading them off against one another. We describe such thinking in this report, our first organized under a sustainability (rather than corporate citizenship) title. Ford joined seven other automotive companies, three energy companies and an automotive supplier in a study sponsored by the world business council for sustainable development (wbcsd) entitled "mobility 2030: meeting the challenges to sustainability," which was published last year. In addition to climate change, air pollution and road safety, the report called out the growing importance of noise, congestion and the mobility "divide" between the rich and the economically and socially disadvantaged as critical issues on the road to sustainable mobility. These issues become even more acute as hundreds of millions of people around the world join the global economic marketplace and claim access to the lifestyle, including personal mobility, long enjoyed by the populations of developed markets. We know that smart competitors are racing to be first with solutions for the 21st century, and we want to lead that race. Our work is, therefore, urgent, and it is proceeding along three paths:

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Integrated strategy: Since we see sustainability as core to our business success, we are working to develop metrics, targets and milestones to be explicitly integrated into our business plan, alongside the fundamentals of quality, cost and revenue, products and relationships. We're also working on the difficult challenge of reconciling short-term imperatives to deliver financial returns with the investments required to realize long-term opportunities. Technological innovation: We have developed an organization and governance structure the sustainable mobility group dedicated to investing in and driving new mobility technologies, including hybrids, clean diesels, hydrogen internal-combustion engines and fuel cells. We're conducting this breakthrough work, too, on nearer-term vehicle technologies, such as alternative fuels and advanced gasoline engines. We also continue to work on new developments in the way we build our cars and trucks, for example through flexible manufacturing techniques. External dialogue: New business challenges require new thinking, which in turn requires new relationships in the communities in which we operate. The history of industry is littered with the remains of companies that rigidly defended their world view through their policies, strategies, marketing and relationships. On issues of broad public concern, efforts to increase mutual understanding are usually more productive than an adversarial defence of special interests. That's why engagement with policy makers, advocacy groups, consumers, investors, business partners and employees is a cornerstone of our drive to realize our vision. Already, in developing Our approaches to human rights and climate change, we have seen the value of listening, learning and acting in concert with thoughtful advocates.

25

I'm proud of the steps we have taken so far most notably the introduction of the escape hybrid, the world's first hybrid suv; the reinvention of the rouge facilities as a model of 21st-century sustainable manufacturing; our industry-leading actions in human rights; and the response of our employees to human needs notably in southeast Asia after the December 26 tsunami and in the u.s. gulf coast after hurricane Katrina. I also recognize that we have a lot more to do to secure the sustainability of our business over the long term. I look forward to reporting our progress in future reports.

Bill ford Chairman and CEO

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Overview:
Our industry, the business environment and societal expectations continue to evolve, and so does our reporting. Find out how we are managing sustainability as a strategic priority within the business.

Our Impacts:
As a major multinational enterprise, our activities have far-reaching impacts on environmental, social and economic systems. Read about our analysis and prioritization of these issues and impacts. "The challenge for us now is to reconcile our need to respond to mainstream investors with our long-term sustainability goals."

Charles Griffith Auto Projector Director,

Barbara Gasper Vice President Investor Relations

Madelyn Hochstein President and Founder, DYG Inc.

FORTUNE FORD

Marv Adams Senior Vice President Corporate Strategy and Chief Information Office

Fortune Ford is an authorized dealer for Ford India Limited, who are one of the leading manufacturers of top quality cars in India, with many variants in the offering.

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Fortune Ford is a 50:50% Joint Venture set up between two well known and reputed families in Hyderabad, the Modes and the Babul Khans. Fortune Ford is a blend of experience and youth. The experience and good will that Mr. Misbahuddin Babu Khan and Mr. Pramod Modi enjoy blend very well with the youth and energy of the youngsters Bashir, Ashish, Nirav and Siraj to make Fortune Ford a truly world class Ford Dealership. 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, color 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

FORTUNE FORD SHOW ROOM

28

We have 5000 sft centrally air

conditioned showroom, located in the heart of

somagiguda, adjacent to eanadu office and opp. To khairatabad RTA. This makes convenient for almost every one residing in and around Hyderabad and Secunderabad.

THE FACILITIES OFFERED FROM THE SHOWROOM: 1. Very easy finance facility with in-house finance team to cater to your every car finance requirements. All the leading finance centers are available like ICICI, HDFC, KOTAK, AND SUNDARAM, SBI, etc. 2. Exchange offer for any of your used car. Free spot evaluation for any used car. 3. Professionally trained and courteous sales staff to take care of every relevent customers. 4. Ford preferred insurance for cashless transactions in claims. Special offers on insurence renewals. You can your insurence by making call to our service line 9848885919 5. Full range of ford cars with all colours and models. 6. A good stock of ford genuine accessoris to makeownership more delightfull and safe. 7. A well maintained fleet of test drive cars to give you experience the drive dynamics on actual conditions before taking the decisions. You can call our sales help line for test-drive or fill the on - line requisition form.

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Service center and locations:

There are two service centers in Hyderabad one is at Abids and another one is at sanathnagar. Abids: 5-9-171, Chappel road, abids, Hyd 500001, ph. 040-66848384, E mail:service@fortuneford.com Service appointment no: 9848885881.

Sanath nagar: 7-2-185, Fahe bagh, sanath nagar, Hyd 500018, ph. 040 23800000. E mail:service@fortuneford.com Service appointment no: 9848885880.

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Ford Fiesta

31

Introduction:
Ford fiesta offers a potent combination of global styling, superior driving dynamics, enhanced interior comfort and class leading fuel economy. Fiesta is available in a choice of contemporary petrol and diesel power trains. More than 47,000 cars sold in a record first year and it has won many awards and achievements in a short period.

Fiesta with a potent combination of powerful styling and a raring to go sprit is set to excite you with its performance and comfort. Once behind the wheel, we believe to will go fida over this car. The Urdu expression go fida best translators to a sense of obsession that this car will create when driven. If you need more reasons to go fida, get behind the wheel of fiesta, and discover for yourselves enthusiasists are raving about this car. About its outstanding performance, excellent efficiency, elegant styling and responsive handling- thats perfectly made for Indian roads. Fiesta variants: There are three variants in fiesta like Fiesta EXI, Fiesta ZXI, Fiesta SXI ( abs )

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PRICE LIST FOR FORD FIESTA:

Petrol EXI ZXI SXI EXI

diesel ZXI SXI

Exshowroom 586,500 636,200 718,200 696,500 742,200 802,200

On road price

676,810 728,390 828,255 800,590 852,140 939,645

Fiesta Features: Comfort And Convenience:

Good seating comfort with ample spacing and longer legroom. Remote booth release-electronically controlled and only operates if the vehicle is standing still or traveling at less than 7kph, as a safety measure The instrument panel with round powerful air vents and ample storage Courtesy lamps fade as the door close Easy entry and exit with higher hip point than normal cars Dte-distance to empty displays the estimated the distance the vehicle can travel before it runs out off fuel Key & remote central locking with programmable unlock Electrically operated fuel filler flap is operated by central locking system 33

Electrical adjustable outside rear view mirrors. Power steering with parking assistance and tilt adjustable steering for convenient driving. Power windows for 4 doors handiness Ample storage facilities Wide and beep of 337 to 1175 liters with cargo over 1 meter in length with fol table convenient for storing more luggage Excellent ground clearance 198mm, better than any other vehicle

Exterior: Front view Bold and aggressive Dual bonnet crease running into the bumper Sleek twin jewel effect headlamps Integrated turn indicators Bumper integrated fog lamps with chrome surrounds Chrome around diamond mesh radiator crille

Interior: Stylish dual tone beige and black interiors Perforated leather seats and door trims and steering wheel cover Alluminium finish on handles, vents, steering wheel, gear knob and dashboard Sporty instrumentation white on black marking with red needles

Engine And Performance: The power trains offers an effortless and enjoyable driving experience Suspension delivers a cars that is comfortable, predictable and rewarding Fiesta builds on the ford brand reputation for outstanding driving dynamics

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Advanced Duratec Engine: 1.4 liter petrol 1.6 liter petrol Excellent performance, efficiency and refinement 4 valves per cylinder Dual over head camshafts {dohc} All alluminium alloy construction Sequential multi point fuel injection Electronic throttle Electronic distributor less lgnition

Safety and Security: Abs (anti-lock breaking system) with ebd determines load condition on the front and rear axles Impact protection cautiously tested while fiestas development Powerful clear lens headlamps and front and rear fog lamps keeps safe journey in weird weathers Child safety rear door locks Height adjustable head restraints providing comfortable rest for varying head and neck heights Front anti-submarine seat pans for preventing submarine at the time of an impact with out increasing the size and weight of the seat assembly Front and rear wipers Collapsible steering column providing driver safety

OTHERS PRODUCTS OF FORD : Ford Endeavour Ford Ikon Ford Fusion 35

DATA ANALYSIS & DATA INTERPRETATION

1. Name Of The Brand People Think First In The Car Industry. A) Ford C) Honda E) Mercedes Benz b) Marathi d) Hyundai

Sense Of Question: This question aims at finding the awareness of the people about ford in automobile industry.

Table no:1 Brand Ford Maruti Honda Hyundai Mercedes Benz Total No Of Respondents 21 39 18 12 10 100

36

INTERPRETATION:
39% of the respondents are think Maruthi brand first in the car industry 21% of the respondents are think Ford brand first in the car industry 18% of the respondents are think Honda brand first in the car industry 18% of the respondents are think Hyundai brand first in the car industry 10% of the respondents are think Mercedes Benz brand first in the car industry Inference The analysis shows that 39% of the respondents are thinking Maruthi brand first in the car industry

Name Of The Brand People Think First In The Car Industry.

100 90 80 70 60 50 40 30 20 10 0

TOTAL

FORD MARUTI

MARUTI FORD HONDA HYUNDAY

HONDA HYUNDAY MERCEDES BENZ TOTAL

No of respondents

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2 .Do You Own A Car.

A) Yes B) No

Sense Of Question:
From above question we can come to no how many respondents own a car

Table no: 2 Options Yes No Total Respondents 70 30 100

INTERPRETATION:
From the above table it is clear that 70% of the respondents own a car From the above table it is clear that 30% of the respondents doesnt own a car

Inference
From the analysis it is clear that 70% of the respondents own a car 100 80 60 40 20 0 Respondents NO
YES NO TOTAL

TOTAL YES

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3. If Yes, Which Car Do You Own ?

A. Ford C. Toyota E. others b. Honda d. Hyundai

Sense Of Question:
From this question we can come to know which car they own Table no: 3

Options Ford Honda Toyota Hyundai Others Total

No Of Respondents 25 12 10 08 15 100

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INTERPRETATION: From the above table it is clear that TOTAL 25% of the people owned ford cars 15% of the people owned Other cars 12% of the people owned Honda cars 10% of the people owned Toyota cars 08% of the people owned Hyundai cars

100 90 80 70 60 50 40 30 20 10 0 No of respondents FORD HONDA

FORD HONDA TOYOTA HYUNDAY OTHERS TOTAL

TOYOTA OTHERS HYUNDAY

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4. What Are The Reasons For Buying That Car?

A. Brand C. Mileage E. Design b. Pricing d. Safety

Sense Of Question:
From this question we can come to know the reasons or factors which influence the buying behavior of car.

Table no:4 Options Brand Pricing Mileage Safety Design Total No Of Respondents 22 16 31 17 14 100

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INTERPRETATION:

From the above table it is clear that 31% of the people preferring mileage when they are going to buy a car. 22% of the people preferring brand when they are going to buy a car 17% of the people preferring safety when they are going to buy a car. 16% of the people preferring price when they are going to buy a car. 14% of the people preferring design when they are going to buy a car

Factors which influence the buying behavior of car.

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5. Have You Taken Test Drive Of Ford Fiesta ?

A) yes B) no

Sense Of Question:
From this question we can come to know how many of people taken the test drive of ford fiesta

Table no: 5 Options Yes No Total Respondents 39 61 100

INTERPRETATION: The test drive of ford fiesta is not taken by 61% of respondents The test drive of ford fiesta is taken by 38% of respondents

The no of people who taken test drive of fiesta out of 100

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100 80 60 40 20 0 Yes No Total

Respondents

6. How do you rate ford fiesta.

A. With respect to performance A. Poor b. Average c. Good d. V.good

Sense Of Question:
From this question we can come to know the feelings of customers towards ford fiesta

Table no: 6 Options Poor Average Good V.Good Total No Of Respondents 02 15 63 20 100

INTERPRETATION: 63% of the people rated that performance of the fiesta is Good

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20% of the people rated that performance of the fiesta is V.Good 15% of the people rated that performance of the fiesta is Average 02% of the people rated that performance of the

The rate of ford fiesta With Respect To Perform

B. With respect to service A. Poor b. Average c. Good d. V.good

Sense Of Question:
From this question we can come to know the service level of fortune ford people.

Table no:7 Options Poor Average Good V.Good Total No Of Respondents 25 40 22 13 100

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INTERPRETATION: 40% of the people rated that service of the fiesta is Average 25% of the people rated that service of the fiesta is poor 22% of the people rated that service of the fiesta is Good 13% of the people rated that service of the fiesta is V.Good

The rate of ford fiesta With Respect To service

100 90 80 70 60 50 40 30 20 10 0 AVERAGE POOR GOOD

TOTAL

POOR AVERAGE GOOD V.GOOD TOTAL

V.GOOD

No of respondents

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7. How is the mileage of ford fiesta comparing to others.

a. High c. Same b. Low

Sense Of Question:
From this question we can come to know the mileage of ford fiesta comparing to others

Table no: 8 Options High Low Same Total Respondents 33 13 54 100

INTERPRETATION: 54% of the people feeling that mileage of fiesta is same comparing to others 33% of the people feeling that mileage of fiesta is high comparing to others 13% of the people feeling that mileage of fiesta is low comparing to others

Mileage Of Ford Fiesta Comparing To Others

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100 90 80 70 60 50 40 30 20 10 0

TOTAL

SAME HIGH LOW

HIGH LOW SAME TOTAL

Respondents

8. Do you feel comfort and convenient in fiesta

A) yes B) no

Sense Of Question:
From this question we can come to know the feel of comfort and convenient of the fiesta customers

Table no:9 Options Yes No Total Respondents 76 24 100

INTERPRETATION: Most of the respondents ies 76% are feeling comfort and convenient with fiesta 24% of the respondents are not feeling comfort and convenient with fiesta

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Comfort And Convenient of Fiesta

100 90 80 70 60 50 40 30 20 10 0 TOTAL YES

NO

YES NO TOTAL

Respondents

9. How is the safety and security measure in ford fiesta

A. Good C. Excellent b. Average

Sense Of Question:
From this question we can come to know how the safty and security measures of fiesta are

Table no:10 Options Good Average Excellent Total

INTERPRETATION: 67%of respondents feeling good with the Safety and Security Measures in Ford Fiesta 19%of respondents feeling Average with the Safety and Security Measures in Ford Fiesta

Respondents 67 19 14 100

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14%of respondents feeling Excellent with the Safety and Security Measures in Ford Fiesta

Safety And Security Measures In Ford Fiesta.

100 90 80 70 60 50 40 30 20 10 0 TOTAL GOOD

AVERAGE EXCELLEN T

GOOD AVERAGE EXCELLENT TOTAL

Respondents

10. Which Is The Best Car In Ford Brand A. Ford Fiesta C. Ford Endeavour B. Ford Fusion D. Ford Ikon

Sense Of Question:
From this question we can come to know the best car in the ford brand

Table no: 2 Ford Cars Ford Fiesta Ford Ikon Ford Endeavour Ford Fusion Total
INTERPRETATION: 41% of the people think fiesta is the best car in Ford Brand 39% of the people think Endeavour is the best car in Ford Brand

No Of Respondents 41 07 39 13 100

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13% of the people think Fusion is the best car in Ford Brand 07% of the people think Ikon is the best car in Ford Brands

The Best Car In Ford Bran

TOTAL 100 90 80 70 60 FORD FORD 50 FIESTA ENDEAVOUR 40 30 FORD FUSION 20 FORD IKON 10 0 NO OF RESPONDENTS 11. How Is The Pricing For Ford Fiesta. A. High C. Reasonable B. Low

FORD FIESTA FORD IKON FORD ENDEAVOUR FORD FUSION TOTAL

Sense Of Question:
From this question we can come to know how the customer is feeling with the price of fiesta.

Table no:12 Options High Low Reasonable Total Respondents 56 11 33 100

INTERPRETATION: 56% of respondents are feeling the pricing of fiesta is high 33% of respondents are feeling the pricing of fiesta is Reasonable 51

11% of respondents are feeling the pricing of fiesta is Low

The Pricing For Ford Fiesta

100 90 80 70 60 50 40 30 20 10 0 TOTAL HIGH REASONAB LE \ LOW

HIGH LOW REASONABLE TOTAL \

Respondents

12. Do You Know About Ford Fiesta Has Entered In To The Limca Book Of Record. A) Yes B) No

Sense Of Question:
From this question we can come to know the awareness of the customer towards ford company

Table no: 13 Options Yes No Total Respondents 37 63 100

INTERPRETATION: 63% of people don`t know that Ford Fiesta Has Entered In To The Limca Book Of Record.

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37% of people know that Ford Fiesta Has Entered In To The Limca Book Of Record.

Awareness about Ford Fiesta Has Entered In To The Limca Book Of Record.
100 80 60 40 20 0 Respondents
13. Do You Think Feista Is A Status Symbol For You. A) Yes B) No

TOTAL NO YES
YES NO TOTAL

Sense Of Question:
From this question we can come to know weather the customers are thinking fiesta is a status symbol or not

Table no: 14 Options Yes No Total Respondents 53 47 100

INTERPRETATION: 53%of people feeling that Fiesta Is A Status Symbol For them 47%of people feeling that Fiesta does not a Status Symbol For them

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The percentage of the respondents who feel fiesta as status symbol

100 90 80 70 60 50 40 30 20 10 0 Respondents TOTAL

YES NO
YES NO TOTAL

14. How much you satisfied with feista. a. Average c. Poor b. Good d. Excellent

Sense Of Question:
From this question we can come to know the satisfaction levels of customers

Table no: 15 Options Average Good Poor Excellent Total

INTERPRETATION: 58% of respondents satisfied Good with fiesta 22% of respondents satisfied Excellent with fiesta 10% of respondents satisfied Average with fiesta

No Of Respondents 10 58 10 22 100

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10% of respondents satisfied Poor with fiesta

The satisfaction levels of fiesta customers

100 90 80 70 60 50 40 30 20 10 0 TOTAL
AVERAGE

GOOD

GOOD POOR

EXCELLENT AVERAGE POOR NO OF RESPONDENTS

EXCELLENT TOTAL

15. Which is yours choice among these? A. Honda city C. Ford fiesta C .others.. b. maruti sx4 d. Hyundai Verna

Sense Of Question:
From this question we can come to know which is the choice of the customers among all the brands

Table no: 16 Options Honda City Maruti Sx4 Ford Fiesta Hyundai Verna
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No Of Respondents 28 15 30 15

Others Total

12 100

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INTERPRETATION: From the above table it is clear that 30% of respondents choice is Ford Fiesta 28% of respondents choice is Honda City 15% of respondents choice is Maruti Sx4 15% of respondents choice is Hyundai Verna 12% of respondents choice is Others

Choice of the customers among all the brands

100 90 80 70 60 50 40 30 20 10 0 HONDA CITY

TOTAL
HONDA CITY MARUTI SX4 FORD FIESTA HYUNDAI VERNA OTHERS TOTAL

HYUNDAI VERNA MARUTI SX4 OTHERS

No of respondents

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CHAPTER IV FINDINGS, CONCLUSIONS & SUGGESTIONS

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59

FINDINGS
The research has brought to light various facts about customer perception on branding. The questionnaire that was contact customers to obtain their feedback had helped to understand customer needs and wants and their feedback is providing to maintain better customer relationship. 1. Among the communication options about customer awareness there is significance difference. 2. Ford fiesta is maintaining a good position in the market among its competitors. 3. Almost customers preferring brand , mileage and price in buying a car. 4. Among the customer perceptions about ford fiesta is significance difference. Most of the customers feel happy and satisfied with fiesta. 5. Most of the customers satisfied with ford fiesta. 6. Most of the customers rated the service is average 7. Most of the respondents are feeling comfort and convenient with fiesta

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CONCLUSIONS
A study was useful in understanding the customer perception of FORD FIESTA CARS among a various customers launching new formulations can make Icon to the pioneer in many market segments.

Icon was inferred that most customers of high-income group preferred the supply of Icon CARS. About 70% of customers are aware of Icon CARS.

Most of the customers agree that Icon is best quality with reasonable price the attitude 50% of customers towards price of Icon Cars is reasonable. But 10% of the customers of asking for improvement in the quality.

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SUGESSTIONS
There is a need to improve service to customers for this purpose their is a need to open another service station in twin citys. And provide best service. The Company Should Develop The promotional Strategies like Advertisement to capture more market. The company needs to develop the branding strategies in a publicity point of view, because public relations are more important than advertisement.

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ANNEXURE

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QUESTIONNAIRE
Customer Perception On Ford Fiesta
Name Age Occupation : Phone : ( ) : :

1. Name Of The Brand People Think First In The Car Industry. A) Ford C) Honda E) Mercedes Benz 2 .Do you Own Car. A) Yes B) No 3. If Yes, Which Car Do You Own ? A. Ford C. Toyota B. Honda D. Hyundai ( B) Maruthi D) Hyundai

4. What Are The Reasons For Buying That Car? A. Brand C. Mileage E. Design B. Pricing D. Safety

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5. Have You Taken Test Drive Of Ford Fiesta ? A) Yes B) No 6. How Dou Rate Ford Fiesta. A. With Respect To Performance A. Poor B. Average C. Good D. V.Good

B. With Respect To Service A. Poor B. Average C. Good D. V.Good

7. How Is The Mileage Of Ford Fiesta Comparing To Others. A. High C. Same 8. Do You Feel Comfort And Convenient In Fiesta A) Yes B) No 9. How Is the Safety And Security Measures In Ford Fiesta A. Good C. Excellent B. Average ( B. Low

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10. Which Is the Best Car In Ford Brand A. Ford Fiesta B. Ford Fusion

C. Ford Endeavour D. Ford Ikon 11. How Is The Pricing For Ford Fiesta. A. High C. Reasonable 12 Do You Know About Ford Fiesta Has Entered In To The Limca Book Of Record. ( A) Yes B) No 13. Do You Think Feista Is A Status Symbol For You. A) Yes B) No 14. How Much You Satisfied With Feista. A. Average C. Poor B. Good D. Excellent ( ) ( ) ( ) ) B. Low ( )

15. Which Is Yours Choice Among These? A. Honda City C. Ford Fiesta C. Others.. B. Maruti Sx4 D. Hyundai Verna

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BIBLIOGRAPHY

Marketing Management Consumer behavior Www.Ford.Com Www.Fordindia.Com

- Philip Kotler - Schiff man & leslie lazar

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