Table of Contents

Student declaration

Certificate of the guide

ii

Acknowledgment

iii

Chapter I
Plan of the Study
1.1
1.2
1.3

Introduction to topic
Objective of the study
Literature review And/or Theoretical Background

Chapter II
Company Profile / Industry profile or details
Chapter III
Research Methodology
3.1 Research Methodology of the study
3.2 Sources of data
3.3 Method of data collection
Chapter IV
Data Analysis and Interpretation
Chapter V
Findings & Conclusions
Chapter VI
Suggestion/ Recommendation

BIBLIOGRAPHY
ANNEXURE
1

CHAPTER-1

PLAN OF THE STUDY

CHAPTER-1
PLAN OF THE STUDY

INTRODUCTION TO MARKETING
Marketing is the science of meeting the needs of a customer by providing valuable products to
customers by utilizing the expertise of the organization, at same time, to achieve organizational
goals. According to The American Marketing Association Marketing is the activity, set of
institutions, and processes for creating, communicating, delivering, and exchanging offerings
that have value for customers, clients, partners, and society at large.
With this definition, it is important to realize that the customer can be an individual user, a
company, or several people who contribute to the purchasing decision. The product can be a hard
good, a service, or even an idea anything that would provide some value to the person who
provides an exchange. An exchange is most often thought of as money, but could also be a
donation of time or effort, or even a specific action. A producer is often a company, but could be
an individual or non-profit organization.
Classical marketing is often described in terms of the four Ps, which are:

Product what goods or services are offered to customers

Promotion how the producer communicates the value of its products

Price the value of the exchange between the customer and producer

Placement how the product is delivered to the customer.

A complete analysis of these categories is often called the Marketing Mix. More detail on these
categories can be found in the later entry on the Marketing Plan.

Marketing has both inbound and outbound activities. Inbound activities largely center on
discovering the needs and wants of the potential customers. The collective group of all potential
customers is called a market. Categorizing these needs into groups is called segmentation.
Organizing markets into segments allows a producer to more logically decide how to best
provide value to that group of potential customers. The analysis of market segment needs;
analysis of existing sales and profitability; the descriptions, design and introduction of new
products; and the analysis of competitor offerings are also inbound activities that are important
but not often seen by the public.
Outbound activities include all aspects of informing the market that a product is available,
delivering that product, and encouraging the purchase decision. These activities include
advertising, promotion, supply chain, sales support, product training, and customer support.
To the public, the most common interaction with marketing is where it touches the discipline of
sales in the form of advertising. This interaction leads to a common misconception that
marketing is only this aspect of promotion. Instead, it is useful in understanding that:
Marketing is a data driven science.

HISTORY
The origins of the concept of marketing have their roots with the Italian economist Giancarlo
Pallavicini in 1959. These roots are accompanied by the initial in-depth market research,
constituting the first instruments of what became the modern marketing, resumed and developed
at a later time by Philip Kotler. Giancarlo Pallavicini introduces, the following definitions:
Marketing is defined as a social and managerial process designed to meet the needs and
requirements of consumers through the processes of creating and exchanging products and
values. It is the art and science of identifying, creating and delivering value to meet the needs of
a target market, making a profit : delivery of satisfaction at a price.

CUSTOMER SATISFACTION
Customer satisfaction, a term frequently used in marketing, is a measure of how products and
services supplied by a company meet or surpass customer expectation. Customer satisfaction is
defined as "the number of customers, or percentage of total customers, whose reported
experience with a firm, its products, or its services (ratings) exceeds specified satisfaction
goals." In a survey of nearly 200 senior marketing managers, 71 percent responded that they
found a customer satisfaction metric very useful in managing and monitoring their businesses.
It is seen as a key performance indicator within business and is often part of a Balanced
Scorecard. In a competitive marketplace where businesses compete for customers, customer
satisfaction is seen as a key differentiator and increasingly has become a key element of business
strategy.
"Within organizations, customer satisfaction ratings can have powerful effects. They focus
employees on the importance of fulfilling customers expectations. Furthermore, when these
ratings dip, they warn of problems that can affect sales and profitability. . . . These metrics
quantify an important dynamic. When a brand has loyal customers, it gains positive word-ofmouth marketing, which is both free and highly effective."
Therefore, it is essential for businesses to effectively manage customer satisfaction. To be able do
this, firms need reliable and representative measures of satisfaction.
"In researching satisfaction, firms generally ask customers whether their product or service has
met or exceeded expectations. Thus, expectations are a key factor behind satisfaction. When
customers have high expectations and the reality falls short, they will be disappointed and will
likely rate their experience as less than satisfying. For this reason, a luxury resort, for example,
might receive a lower satisfaction rating than a budget moteleven though its facilities and
service would be deemed superior in 'absolute' terms."
The importance of customer satisfaction diminishes when a firm has increased bargaining power.
For example, cell phone plan providers, such as AT&T and Verizon, participate in an industry
that is an oligopoly, where only a few suppliers of a certain product or service exist. As such,
5

many cell phone plan contracts have a lot of fine print with provisions that they would never get
away if there were, say, a hundred cell phone plan providers, because customer satisfaction
would be far too low, and customers would easily have the option of leaving for a better contract
offer.
There is a substantial body of empirical literature that establishes the benefits of customer
satisfaction for firms.

PURPOSE
A business ideally is continually seeking feedback to improve customer satisfaction.
"Customer satisfaction provides a leading indicator of consumer purchase intentions and
loyalty." "Customer satisfaction data are among the most frequently collected indicators of
market perceptions. Their principal use is twofold:"
1. "Within organizations, the collection, analysis and dissemination of these data send a
message about the importance of tending to customers and ensuring that they have a
positive experience with the companys goods and services."
2. "Although sales or market share can indicate how well a firm is performing currently,
satisfaction is perhaps the best indicator of how likely it is that the firms customers will
make further purchases in the future. Much research has focused on the relationship
between customer satisfaction and retention. Studies indicate that the ramifications of
satisfaction are most strongly realized at the extremes." On a five-point scale,
"individuals who rate their satisfaction level as '5' are likely to become return customers
and might even evangelize for the firm. (A second important metric related to
satisfaction is willingness to recommend. This metric is defined as "The percentage of
surveyed customers who indicate that they would recommend a brand to friends." When
a customer is satisfied with a product, he or she might recommend it to friends, relatives
and colleagues. This can be a powerful marketing advantage.) "Individuals who rate their
satisfaction level as '1,' by contrast, are unlikely to return. Further, they can hurt the firm

by making negative comments about it to prospective customers. Willingness to

recommend is a key metric relating to customer satisfaction."

Objectives of the Study

To study the customer satisfaction amongst the users of FORD MOTORS.
To study the impact of different factors of marketing on customer satisfaction.
To study the opinion of the owners of vehicles regarding pre-sales and after sales services
provided by the dealers.

Scope and Limitations of the Study

As the time constraint was there to complete this and as there was also finance restriction to
spend on the data collection activities. So for data collection, I have limited myself to customers
who brought their vehicles in specified period only.
The study is confined only to delhi city.
The study is considered among customers of various FORD products.

LITERATURE REVIEW

Customer satisfaction is defined as a result of a cognitive and affective evaluation, where some
comparison standard is compared to the actual perceived performance. If the perceived
performance is less than expected, customers will be dissatisfied. On the other hand, if the
perceived performance exceeds expectations, customer will be satisfied. Customer satisfaction is
a critical issue in the success of any business system traditional or online. In a turbulent
commerce environment, in order to sustain the growth and market share, companies need

to understand how to satisfy customers, since customer satisfaction is critical for establishing
long term client relationships (Paterson et al., 1997). To understand satisfaction, we need to have
a clear understanding of what is meant by customer satisfaction.

Kotler (2000) defined satisfaction as a persons feeling of pleasure or disappointment resulting

from comparing a products perceived performance (or outcome) in relation to his or her
expectations. When customers become satisfied about the value that is offered and sometimes his
or her expectation is met and exceeded, can generate many benefits for a firm. Positive word of
mouth from existing and satisfied customers sometimes can translate into more new customers to
the firm. Also, satisfied current customers often buy more products more frequently and are less
likely to defect to competitors than are dissatisfied customers. Firms that have high degree of
customer satisfaction, also seem to have the capacity to shield off competition particularly price
competition.
According to Drucker (1954), the principle purpose of a business is to create satisfied customers.
Increasing customer satisfaction has been found to lead to higher future profitability (Anderson,
Fornell, and Lehmann 1994), lower costs related to defective goods and services (Anderson,
Fornell, and Rust 1997), increased buyer willingness to pay price premiums, provide referrals,
and use more of the product (Reichheld 1996; Anderson and Mittal 2000), and higher levels of
customer retention and loyalty (Fornell 1992; Anderson and Sullivan 1993; Bolton 1998).
Increasing loyalty, in turn, has been found to lead to increases in future revenue (Fornell 1992;
Anderson, Fornell, and Lehmann 1994) and reductions in the cost of future transactions
(Reichheld 1996; Srivastava, Shervani, and Fahey 1998). All of this empirical evidence
suggeststhat customer satisfaction is valuable from both a customer goodwill perspective and an
organizations financial perspective.
According to Kotler (2000) it is important to measure customer satisfaction regularly through
survey to determine customers level of satisfaction. He said this is because firms may think that
they are getting a sense of customer satisfaction through customer complaints. However, in
reality, 95 percent of dissatisfied customers do not make any complaint and they just leave. As a
result it is important for firms to make it easy for the customer to complain. About 54 to 70
8

percent dissatisfied customers who usually complain, will continue to do business again with the
organization if their complaints are taken care of and resolved.

CHAPTER-2
INTRODUCTION TO

INDIA PVT. LTD.

AND
9

ITS PROFILE

CHAPTER-2

INTRODUCTION

MR. HENRY FORD (1909)

The FORD Motor Company (also known 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
10

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 a 2.1% stake in Mazda of Japan, a
15% stake in Aston Martin of the United Kingdom, and a 49% stake in Jiangling of China. It also
has a number of joint-ventures, two in China (Changan Ford Mazda and Ford Lio Ho), one in
Thailand (AutoAlliance Thailand), one in Turkey (Ford Otosan), and one in Russia (Ford
Sollers). It is listed on the New York Stock Exchange and is controlled by the Ford family,
although they have minority ownership. It is described by Forbes as "the most important
industrial company in the history of the United States."
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 asFordism. 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, Ford discontinued the Mercury brand, under which it had marketed entry-level
luxury cars in the United States, Canada, Mexico, and the Middle East since 1938.
Ford is the second-largest U.S.-based automaker and the fifth-largest in the world based on 2010
vehicle sales. At the end of 2010, Ford was the fifth largest automaker in Europe. Ford is the
eighth-ranked overall American-based company in the 2010 Fortune 500 list, based on global
revenues in 2009 of $118.3 billion. In 2008, Ford produced 5.532 million automobiles and
employed about 213,000 employees at around 90 plants and facilities worldwide.
.
Ford Motor Company

11

Ford World Headquarters in Dearborn, Michigan,

USA, known as the Glass House.
Type

Public company

Traded as

NYSE: F
(S&P 500 Component)

Industry

Automotive

Founded

June 16, 1903; 111 years ago

Founders

Henry Ford

Headquarters

Dearborn, Michigan, U.S.

Area served

Worldwide

Key people

William

C.

Ford,

(Executive
Mark

Jr.

Chairman)
Fields

(President & CEO)

Products

Automobiles
Luxury

Vehicles

Commercial

Vehicles

12

Automotive parts
Services

Automotive

finance

Vehicle

leasing

Vehicle service
Revenue

US$146.91 billion (2013)

Operating income

US$5.42 billion (2013)

Net income

US$7.15 billion (2013)

Total assets

US$202.02 billion (2013)

Total equity

US$26.38 billion (2013)

Owners

Ford Family (2%)

Employees

181,000 (2013)

Divisions

Ford
Lincoln
Motorcraft

13

HISTORY
20th century

FORD T (1910)

Henry Ford's first attempt at a car company under his own name was the Henry Ford
Company on November 3, 1901, which became the Cadillac Motor Company on August 22,
1902, after Ford left with the rights to his name. The Ford Motor Company was launched in a
converted

factory

in

1903

with

$28,000

in

cash

from

twelve

investors,

most

notably John and Horace Dodge (who would later found their own car company). During its
early years, the company produced just a few cars a day at its factory on Mack Avenue
in Detroit, Michigan. Groups of two or three men worked on each car, assembling it from parts
made mostly by supplier companies contracting for Ford. Within a decade the company would
lead the world in the expansion and refinement of the assembly line concept; and Ford soon
brought much of the part production in-house in a vertical integration that seemed a better path
for the era.
Henry Ford was 39 years old when he founded the Ford Motor Company, which would go on to
become one of the world's largest and most profitable companies, as well as being one to survive
the Great Depression. As one of the largest family-controlled companies in the world, the Ford
Motor Company has been in continuous family control for over 100 years.
14

After the first modern automobile was already created in the year 1886 by German inventor Carl
Benz (Benz Patent-Motorwagen), more efficient production methods were needed to make the
automobile affordable for the middle-class; which Ford contributed to, for instance by
introducing the first moving assembly line in 1913.
In 1908 Ford introduced the first engine with a removable cylinder head, in the Model T. In
1930, Ford introduced the Model A, the first car with safety glass in the windshield. [11] Ford
launched the first low priced V8 engine powered car in 1932.
Ford offered the Lifeguard safety package from 1956, which included such innovations as a
standard deep-dish steering wheel, optional front, and, for the first time in a car, rear seatbelts,
and an optional padded dash. Ford introduced child-proof door locks into its products in 1957,
and in the same year offered the first retractable hardtop on a mass-produced six-seater car. The
Ford Mustang was introduced in 1964. In 1965 Ford introduced the seat belt reminder light.
With the 1980s, Ford introduced several highly successful vehicles around the world. During the
1980s, Ford began using the advertising slogan, "Have you driven a Ford, lately?" to introduce
new customers to their brand and make their vehicles appear more modern. In 1990 and 1994
respectively, Ford also acquired Jaguar Cars and Aston Martin.During the mid- to late 1990s,
Ford continued to sell large numbers of vehicles, in a booming American economy with a
soaring stock market and low fuel prices.
With the dawn of the new century, legacy healthcare costs, higher fuel prices, and a faltering
economy led to falling market shares, declining sales, and diminished profit margins. Most of the
corporate profits came from financing consumer automobile loans through Ford Motor Credit
Company.
21st century
By 2005, both Ford and GM's corporate bonds had been downgraded to junk status,as a result of
high U.S. health care costs for an aging workforce, soaring gasoline prices, eroding market share,
and an over dependence on declining SUV sales. Profit margins decreased on large vehicles due
to increased "incentives" (in the form of rebates or low interest financing) to offset declining
15

demand.In the latter half of 2005, Chairman Bill Ford asked newly appointed Ford Americas
Division President Mark Fields to develop a plan to return the company to profitability. Fields
previewed the Plan, named The Way Forward, at the December 7, 2005 board meeting of the
company and it was unveiled to the public on January 23, 2006. "The Way Forward" included
resizing the company to match market realities, dropping some unprofitable and inefficient
models, consolidating production lines, closing 14 factories and cutting 30,000 jobs.
Ford moved to introduce a range of new vehicles, including "Crossover SUVs" built
on unibody car platforms, rather than more body-on-frame chassis. In developing the hybrid
electric powertrain technologies for the Ford Escape Hybrid SUV, Ford licensed similar Toyota
hybrid technologies to avoid patent infringements.Ford announced that it will team up with
electricity supply company Southern California Edison (SCE) to examine the future of plug-in
hybrids in terms of how home and vehicle energy systems will work with the electrical grid.
Under the multi-million-dollar, multi-year project, Ford will convert a demonstration fleet
of Ford Escape Hybrids into plug-in hybrids, and SCE will evaluate how the vehicles might
interact with the home and the utility's electrical grid. Some of the vehicles will be evaluated "in
typical customer settings", according to Ford.
William Clay Ford Jr., great-grandson of Henry Ford (and better known by his nickname "Bill"),
was appointed Executive Chairman in 1998, and also became Chief Executive Officer of the
company in 2001, with the departure of Jacques Nasser, becoming the first member of the Ford
family to head the company since the retirement of his uncle, Henry Ford II, in 1982. Upon the
retirement of President and Chief Operation Officer Jim Padilla in April 2006, Bill Ford assumed
his roles as well. Five months later, in September, Ford named Alan Mulally as President and
CEO, with Ford continuing as Executive Chairman. In December 2006, the company raised its
borrowing capacity to about $25 billion, placing substantially all corporate assets as
collateral.Chairman Bill Ford has stated that "bankruptcy is not an option". Ford and theUnited
Auto Workers, representing approximately 46,000 hourly workers in North America, agreed to a
historic contract settlement in November 2007 giving the company a substantial break in terms
of its ongoing retiree health care costs and other economic issues. The agreement included the
establishment of a company-funded, independently run Voluntary Employee Beneficiary
Association (VEBA) trust to shift the burden of retiree health care from the company's books,
16

thereby improving its balance sheet. This arrangement took effect on January 1, 2010. As a sign
of its currently strong cash position, Ford contributed its entire current liability (estimated at
approximately US$5.5 billion as of December 31, 2009) to the VEBA in cash, and also prepaid US$500 million of its future liabilities to the fund. The agreement also gives hourly workers
the job security they were seeking by having the company commit to substantial investments in
most of its factories.
The automaker reported the largest annual loss in company history in 2006 of $12.7 billion,and
estimated that it would not return to profitability until 2009.However, Ford surprised Wall
Street in the second quarter of 2007 by posting a $750 million profit. Despite the gains, the
company finished the year with a $2.7 billion loss, largely attributed to finance restructuring
atVolvo.
On June 2, 2008, Ford sold its Jaguar and Land Rover operations to Tata Motors for $2.3 billion.
During Congressional hearings held in November 2008 at Washington D.C., and in a show of
support, Ford's Alan Mulally stated that "We at Ford are hopeful that we have enough liquidity.
But we also must prepare ourselves for the prospect of further deteriorating economic
conditions". Mulally went on to state that "The collapse of one of our competitors would have a
severe impact on Ford" and that Ford Motor Company's supports both Chrysler and General
Motors in their search for government bridge loans in the face of conditions caused by the 2008
financial crisis. Together, the three companies presented action plans for the sustainability of the
industry. Mulally stated that "In addition to our plan, we are also here today to request support
for the industry. In the near-term, Ford does not require access to a government bridge loan.
However, we request a credit line of $9 billion as a critical backstop or safeguard against
worsening conditions as we drive transformational change in our company" GM and Chrysler
received government loans and financing through T.A.R.P. legislation funding provisions.
On December 19, the cost of credit default swaps to insure the debt of Ford was 68 percent the
sum insured for five years in addition to annual payments of 5 percent. That meant $6.8 million
paid upfront to insure $10 million in debt, in addition to payments of $500,000 per year. In
January 2009, Ford reported a $14.6 billion loss in the preceding year, a record for the company.
17

The company retained sufficient liquidity to fund its operations. Through April 2009, Ford's
strategy of debt for equity exchanges erased $9.9 billion in liabilities (28% of its total) in order to
leverage its cash position.These actions yielded Ford a $2.7 billion profit in fiscal year 2009, the
company's first full-year profit in four years.
In 2012, Ford's corporate bonds were upgraded from junk to investment grade again, citing
sustainable, lasting improvements.
On October 29, 2012, Ford announced the sale of its climate control components business, its
last remaining automotive components operation, to Detroit Thermal Systems LLC for an
undisclosed price.
On November 1, 2012, Ford announced that CEO Alan Mulally will stay with the company until
2014. Ford also named Mark Fields, the president of operations in Americas, as its new chief
operating officer Ford's CEO Mulally was paid a compensation of over $174 million in his
previous seven years at Ford since 2006. The generous amount has been a sore point for some
workers of the company.

Logo evolution

1903

18

1909

1912

1912 variant

1927

2003Present

FORD INDIA PVT. LTD.

19

Ford India Private Limited is a wholly owned subsidiary of the Ford Motor Company in India.
Ford India Private Limited's headquarters are in Chengalpattu, Chennai, Tamil Nadu. It currently
is the sixth largest car maker in India after Maruti Suzuki, Hyundai, Tata, Mahindra and
Chevrolet.

HISTORY
Ford India Private Limited began production in 1926, but was shut down in 1954 as the company
was in loss.Ford re-entered the market in October 1995 as Mahindra Ford India Limited (MFIL),
a 50-50 joint venture with Mahindra & Mahindra Limited. Ford increased its interest to 72% in
March 1998 and renamed the company Ford India Private Limited.
The total investments made by Ford Motor Company since it set shop in 1995 stands at $2
billion as of April 2012.
Ford India Private Limited

Go further
Type

Subsidiary

Industry

Automotive

Founded

October 1995 (as Mahindra Ford India Limited)

Headquarters

Chengalpattu, Kanchipuram district, Tamil Nadu

Key people

Nigel Harris - President, Ford India

Products

Automobiles

Employees

10,000

Parent

Ford Motor Company

Website

www.india.ford.com

20

CORPORATE GOVERNANCE
The management team of Ford India comprises Nigel Harris - President , Vinay Piparsania
(Executive Director, Marketing, Sales and Customer Service Operation), Kuljit Rana (Vice
President, Finance & Whole time Director) Vairamani Pandiyan (Vice President, HR).

MANUFACTURING FACILITIES
FIPL's main manufacturing plant located in Maraimalai Nagar, 45 km from Chennai has a
capacity to produce 150,000 cars on a two-shift basis and 200,000 with three shifts. In 2010-11,
the company's production crossed the 100,000 mark.
As its new hatchback Figo was launched in March 2010,Ford Motor Company has invested $500
million to double capacity of the plant to 200,000 vehicles annually and setting up a facility to
make 250,000 engines annually. The engine plant opened for operations in January 2010.
To meet the growing domestic demand and with an eye on engine exports, the company has
invested $72 million to raise engine production capacity to 330,000 units.
The company is rolling out the urban SUV Ford EcoSport in June 2013. It had announced a
$142-million investment on this. With Ford EcoSport, the Chennai plant will ramp up to full
capacity (200,000 units). Last year, production touched 127,000 units.
As part of its plan to launch 8 new vehicles by 2015, the car maker is pumping in an investment
of $1 billion for a new state-of-the-art manufacturing plant at Sanand, Gujarat. The plant is
coming up on 460 acre site. It will have an initial installed capacity to manufacture 2,70,000
engines and 2,40,000 vehicles a year. Coming up alongside the plant is the supplier park spread
across 150 acres and the company has attracted 19 world-class supplier manufacturers to date.
The plant is expected to commence production by 2014.

21

Once the Sanand plant is fully operational, Ford India will have a cumulative capacity to make
440,000 cars and 610,000 engines annually.

MODELS
CURRENT
1. Ford Endeavour (Launched 2003)

2. Ford Classic (Launched 2005)

22

3. Ford Fiesta (Launched 2011)

4.Ford Figo (Launched 2010)

4. Ford Ecosport (Launched June 2013)

23

DISCONTINUED
1. Ford Ikon (19992010)
2. Ford Escort (19962001)
3. Ford Mondeo (20012006)
4. Ford Fusion (20042010)

SALES AND SERVICE NETWORK

As of February 2013, FIPL has 260 dealerships across 138 cities in 23 states and 3 Union
Territories of India.

SALES PERFORMANCE
In the year 2010, FIPL recorded sales of 83,887 vehicles against 29,488 vehicles sold during the
year 2009 and registered a sales growth of 172%.

EXPORTS

24

Ford India currently exports 40 percent of its engine production and 25 percent of its car
production to 35 countries, some of them are, South Africa, Nepal, Mexico, Kenya, Bahrain,
Angola, Bermuda, Ghana, Iraq, Liberia, Lebanon, Malawi, Madagascar, Mauritius, Nigeria,
Senegal, Tanzania, UAE, Zambia and Zimbabwe.

CORPORATE SOCIAL RESPONSIBILITY

Ford Indias CSR activities are focused primarily in four key areas: road safety, education,
healthcare, and environment.
DRIVING SKILLS FOR LIFE
A regional initiative to raise awareness about safe, economic and eco-friendly driving through a
free-training program that mixes classroom learning with practical hands-on sessions. DSFL
program was launched in India in August 2009. In partnership with its dealers, Ford India has
also trained 4500 drivers since launch of Ford Motor Company's successful Driving Skills for
Life (DSFL) training programme that educates new and older licensed drivers of all ages on
safer, economical and eco-friendly driving practices.
GLOBAL WEEK FOR CARING
The Global Week of Caring is celebrated during the month of September across Ford Motor
Company markets globally in the spirit of responsible corporate citizenship and to give back to
the society.
Ford has also been named as the largest Voluntary Blood Donor in the Industrial Category in
Tamil Nadu for 10 consecutive years (from 2000-2010) and has been the recipient of the Red
Cross trophy.
OPERATION GOODWILL
Ford India, has committed to spend $250,000, under "Operation Goodwill" initiative in Chennai
on developmental activities. In the first phase, Ford has partnered with three non-governmental
organisations (AID India, The Society for Technology and Advancement for Rural Action
25

(TARA) and Society for Poor People Development (SPDD) to invest $125,000. This will go
towards improving education, access to safe drinking water, sanitation and vocational training
for women in nearby villages.

CHAPTER-3
26

RESEARCH
METHODOLOGY

Research methodology is a process to systematically solve the research problem. It may be

understood as a science of studying how research is done scientifically. Why a research study has
been undertaken, how the research problem has been defined. In what way and why the
hypothesis has been formulated, what data have been collected and particular method has been
adopted. Why particular technique of analyzing data has been used and a host of similar other
questions are usually answered when we talk of research methodology concerning a research
problem or study. A research design serves as a bridge between what has been established (the
27

research objectives) and what is to be done, in the conduct of the study. In this project research
done is of conclusive nature. Conclusive research provides information that help in making a
rational decision. Descriptive design was choose to measure the satisfaction level of customers
on the basis of different parameters such as quality, price, features, technology, after sale services
etc. This design ensured complete clarity and accuracy. It also ensured minimum bias in
collection of data and reduced the errors in data interpretation. Statistical method was followed
in this research because the data was of descriptive nature and it also enabled accurate
generalizations.

RESEARCH DESIGN
A research design specifies the methods and procedures for conducting a particular study.
Broadly speaking, there are 3 categories of research design - exploratory, descriptive and casual
research. An exploratory research focuses on the discovery of ideas and is generally based on
secondary data. A descriptive study is undertaken when the researcher wants to know the
characteristics of certain groups such as age, educational level, income, occupation, etc. A casual
research is undertaken when the researcher is interested in knowing the cause and effect
relationship between two or more variables. The type of research used in this study is descriptive
research. Following method was adopted during study
Review of literature to understand recent development in the field. Defining objective of the
study. Formation of questionnaire to capture primary data. Analysis

and interpretation of

primary data. Conclusion out of primary and secondary data.

RESEARCH OBJECTIVES
Primary objective
Main objective of this study to identify which enhances customer satisfaction level in
FORD MOTORS.
28

 To find out customer expectation from FORD MOTORS.

To study the factors those satisfy and delight the customer in FORD MOTORS.
Secondary objective
To find out problem faced by customers.
To understand the customers requirement from the FORD MOTORS.
To know customer opinion about FORD MOTORS vehicles.
SAMPLING DESIGN
Sample size is 50 customer of FORD MOTORS.

ANALYTICAL TOOL USED

In my research I have used questionnaire method. If one wishes to find this has led marketing
research to use questionnaire techniques for collecting data more than any other method.
In this method questionnaire were distributed to respondents and they were asked to answer
question in the questionnaire. The questionnaire structured questionnaire because the question,
which in the questionnaire contained were arranged in a specific order besides every question
asked were logical for the study no question can be term as irrelevant.

Sample size: - 50 customer of FORD vehicles in delhi city.

Data source: - Primary & Secondary data.
Data analysis: - statistical techniques used and with the help of Pie charts.
Primary Data
29

The sources of primary data were:Questionnaire

Here data related to study was collected from questionnaires.
Secondary Data
The sources of secondary data were internet, research papers, books and newspaper articles.

LIMITATIONS OF STUDY
Though the research was conducted properly, the probability of errors & biases kept is minimum.
Still some errors occurred because of certain limitation.
These are as follows:A very short span of time for research.
People were reluctant to give responses for such type of research.
People also did not give proper response for Questionnaire & interview, because of short time.
I have honestly and sincerely tried to present the facts and figures but some error still might have
cropped up.

CHAPTER-4
30

DATA ANALYSIS
&
INTERPRETITION

1. Table showing Occupation of Customer.

Serial No.

Occupation

No. of Percentage

31

A
B
C

Business
Employed
Agricultre

50
30
08

Other

20

Sales

OTHER; 12%
AGRICULTURE; 8%
BUSINESS; 50%
EMPLOYED; 30%

Interpretation
It is observed that, 50% customers are doing the Business and 30% customer are the employee in
private or government sector, 08% are farmer and 12% in other field.

2. Which feature is best in FORD Car?

32

SERIAL NO.
A
B
C
D
E
F
G

CUSTOMER PREFERENCE
BRAND
MAINTENANCE
PRICE
LOOKS
B&C
A&B
B& D

NO. OF PEOPLE(out of 50)

20
33
35
23
35
30
25

35
30
25
20
15
10
5
0

Interpretation:The above mention graph shows no. of customer preferences they consider while they purchase
in the total persons brand by 20, and maintenance by 33, and price by 35, looks by 23, brand and
maintenance by 35, maintenance and price by 25 and maintenance and looks by 25.

3. Are you satisfied with your vehicles mileage?

33

Serial no.
A
B

Vehicle Mileage
Yes
No

No. of Percentage
68
32

Mileage

Yes
No

Interpretation:The above mention graph shows no. of people who satisfied with mileage of the vehicle in the
respondents response given yes by 68% and No by 32%.

4. Will you recommend FORD products to anybody ?

34

Serial No.
A
B

Recommendation
Yes
No

No. of Percentage
70
30

Recommendation

Yes
No

Interpretation
The above mention graph shows the number of people who recommend FORD cars in the total
persons yes by 70%and No by 30%.

5. What do you think about FORD customer service?

35

Serial no.
A
B
C
D

Rank
Excellent
Good
Average
Poor

No. of Percentage
18
17
12
03

Customer service reviews

18
16
14
12
10

Series 1

8
6
4
2
0
Excellent

Good

Average

Poor

Interpretation
From the above table shows that the respondents of the people about FORD customer service is
excellent i.e. 18, the next group is good i.e. 17, the remaining people who feel average is 12 and
other who feel poor experience are 03 respectively.

6. Did you receive the product on delivery time?

Serial No.

Delivery time

No of percentage
36

A
B

Yes
No

78
22

Timely Delivery
80
70
60
50
40

Series 1

30
20
10
0
Yes
No

Interpretation
The above mention graph show the no of customers who receive the product on delivery time is
yes by 78% and No by 22% customers.

7. How do you feel about companys response towards

customers?
Serial No.

Review

No. of Percentage
37

A
B
C
D

Excellent
Good
Average
Poor

22
18
07
03

Company rating
25
20
15

Series 1

10
5
0
Excellen

Good

Average

Poor

Interpretation
The above mention graph shows the numbers of response of customers towards the products
from the total number of 50 people are Excellent 22, Good 18, Average 07, Poor are 03.

38

CHAPTER-5
FINDINGS
&
CONCLUSION

39

FINDINGS:It is observed that

1. The prospective segment is from the business and self-employed class.
2. FORD should continue to maintain the standard of the service.
3. It is observed that 42% of the respondent are of opinion that vehicles are as per
4.
5.
6.
7.
8.

expectation, and 35% are saying its below expectation.

Company should improve its post sales service.
The customer highest priority is for mileage.
FORD needs to improve its awareness about Add-on services.
Customers are highly satisfied with the services which help in customer retention.
It is observed that 46% of the customers are of opinion that FORD should improve in

quality and 39% of the opinion that FORD should improve in price.
9. Customers are highly satisfied which help in customer retention.
10. Company has created goodwill among the customers which will help them to recommend
car to friends and relatives.

CONCLUSION:-

40

It has been observed that most customers are satisfied with pre sales services similarly most of
these customers are dissatisfied with the post sales services which are the matter of concern for
the company. FORD needs to improve some parts of products specially the interiors. High
customer satisfaction level helps the company to retain its existing customer as well as generate
new customer through word to mouth publicity.
Customer satisfaction index is a good tool to make improvements in the products and services of
the company. And therefore should utilize carefully & kept as confidential as possible.
In case of FORD, company maintainability the excellent factor, company should attention on
interior of the car and some technology of the car. The company should try to reduced the price
of the car and create awareness among the employees of the FORD company.
After calculating the rotated component matrix table three tables are identified INTERIOR
DESIGN, MILEAGE AND FUEL EFFICIENCY is major factor to customer satisfaction of
FORD car.
GRIEVANCES HANDLING, MAINTAINS COST AND EMPLOYEES BEHAVIOUR are
moderate factor of FORD car.
FUEL EFFICIENCY is minor factor of FORD car.

41

CHAPTER-6

SUGGESTIONS :After conducting the survey and knowing the market, I realize that:

The company should keep in mind the need of young generation.

Company should improve promotion strategy of product.
Company should improve promotion strategy of Add-on services.
42

It will be beneficial for the company to make the warehouse near to the Showroom and

there should be roof facility, adequate security facility in the Warehouse.

The company should know its customers satisfaction level throughout doing periodic

surveys. Periodic surveys can treat customer satisfaction directly.

Company should improve/upgrades its competitors knowledge by giving proper training

to employee.
Company should upgrade or innovate its new product.
The company should not only concentrate on the customer satisfaction but also the

company led to monitor their competitors performance in their areas of operations.

The company should make changes according to the other competitors & according to the
customers expectations.

BIBLIOGRAPHY
Peterson, Robert A and Wilson R Wilson 1992. measuring emotions in the consumption
experience Journal of consumer research 24 (september)127-146.
Genie L. Joan and cote A. Joseph 2000 Defining consumer satisfaction. Academy of marketing
science review vol. no. 1.

43

Website visited
www.india.ford.com
en.wikipedia.org/wiki/Ford_Motor_Company

ANNEXURE
1. Occupation of Customer.
BUSINESS
EMPLOYED
AGRICULTURE
OTHER
2. Which feature is best in FORD Car?
BRAND
MAINTENANCE
44

 PRICE
LOOKS
B&C
A& B
B& D
3. Are you satisfied with your vehicles mileage?
YES
NO
4. Will you recommend FORD products to anybody ?
YES
NO
5. What do you think about FORD customer service?
Excellent
Good
Average
Poor

6. Did you receive the product on delivery time?

YES
NO
7. How do you feel about companys response towards customers?
Excellent
Good
Average
Poor

45