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In the partial fulfillment of the requirements for the award of the degree of
BBA 2014-15

Submitted by: Gurlal Singh

MBA(IC) 2nd

Roll no. 706

Business University School of studies

Talwandi Sabo


I am thankful to my Project Guide, MR. Kunal Rajput whose encouragement, guidance and
support from the initial to the final level enabled me to develop an understanding of the topic.

I express my thanks to Director, University School of Business Studies, Punjab University for
allowing me to work on this project.

I wish to express my deep sense of gratitude to the Sales Manager and team of FORD Patiala
for their support and guidance.
I would also thank my Institution and my faculty members without whose support this project
would have been a distant reality.

I also extend thanks to my family and well-wishers,

Gurlal Singh

The Indian Automobile Industry is on overdrive. The rapid urbanization, coupled with an
Over whelming growth in the middle class population, has created an Indian market that is
extremely conducive for the automobile industry to flourish. The following report is a ford
automobile giant tries to establish their respective brands of cars in the minds of the Indian
Consumer. The purpose of the study is to find the effect of the marketing campaigns of ford
on the Indian consumer.
Ford is the sixth largest car maker in India. Ford Motor Company entered the Indian
automobile market way back in 1926. However, they had to close down their manufacturing
facility in 1954 owing to the socialist policy of the then government . Ford later re-entered
Indian market in 1995 As company have already launched their specialized cars for the
Indian consumer, it would be interesting to find that ford manufacturer is able to understand
the Indian consumer better.

Table of contents Particulars Page no.

1. Chapter 1
company profile 6-7

Introduction to automobile
Chapter 2
Consumer perception 14-15
Marketing strategies of ford to 15-19
know consumer perception
Chapter 3
4. review of literature
Chapter 4
5. research methodology
Chapter 5
6. data interpretation and analysis
Chapter 6:
findings, suggestions &

Chapter 1

Company Profile


Todays society is warm with urbanization and demonstration effect. With a view towards it
there are drastic changes coming up in all sectors even in the automobile industries. The
following information gives an insight about it.

In the present context the companies operate on the principle of natural selection Survival
Of The Fittest. Only those companies will succeed which at best match to the current
environmental imperatives those who can deliver what people are ready to buy. But real
marketing does not involve the art of selling what the manufacturers make. Organizations
gain market leadership by understanding consumer needs and finding solutions that delight
consumers. If customer value and satisfaction are absent, no amount of promotion or selling
can be compensating. Hence the aim of marketing is to build and manage profitable
customer relationship.

This is a part of the strategic marketing done by every company to achieve it objectives and
goals. To maximize the profits and long-term plans every organization has to follow a
strategic planning.

Marketing is much more than just an isolated business function it is a philosophy that
guides the entire organization towards sensing, serving and satisfying consumer needs. The
marketing department cannot accomplish the companys customer relationship-building goals
by itself. It must partner closely with other departments in the company and with other
organization throughout its entire value delivery network to provide superior customer
value and satisfaction. Thus marketing calls upon everyone in the organization to think
customer and to do all they can to help build and manage profitable customer relationship.
Marketing is all around us, and we need to know that it is not only used by manufacturing
companies, wholesaler and retailers, but also by all kinds of individuals and organizations

There are four major, powerful themes that go to the heart of modern marketing theory and
practice, they are:


What marketing is what it does and what it offers?
Marketing is a social and managerial process whereby individual and groups obtain what
they need and want through creating and exchanging products and value with others.
Marketing offers some combination of products, services, information, or experiences
offered to a market to satisfy a need or want
Marketing is an orderly and insightful process for thinking about and planning for markets.
The process starts with researching the market place to understand its dynamics. The
marketer uses research methodologies to identify opportunities, that is, to find individuals all
groups of people with unmet needs or latent interest in some products or service.
The marketing process consists of the following:
1. Analyzing marketing opportunities.
2. Developing marketing strategies.
3. Planning marketing programs
4. Managing the marketing efforts.
Before taking any decision and achieving the goals, it has to make analysis of what to do,
how to do, when to do, where to do and who is to do it. This is nothing but strategic
planning. Goals indicate what a business unit wants to achieve whereas strategy is how to get

Strategy choice will depend on whether the firm or the marketer plays the following roles:
Market leader
A challenger
A follower
The identification of objectives, both in quantitative and qualitative terms, is an essential
backdrop to strategy formulation. Goals have a quality and time frame attached to them.
These are typically spelt out in terms of financial return, market share, market presence, etc.
Thus, the concept of market oriented strategic planning arises with the link between the
products the link between the products the manufacturer is dealing in and the market
conditions. In this direction, our study deals only with the marketing strategies i.e.
promotional strategies of the Ford automotives.


One of the fastest growing industries in the world is automobile industry. This automobile
industry even has its influence on the Indian market. Probably automobile industries occupy
a large market share in the worlds market as well as in the Indian market. Nearly 18% of the
total national income is being incurred from the automobile industry. From this we can
estimate how important the automobile industry in the improvement of GDP of a country is.
In India automobile industry has a growth rate is at the average of 10-12%.

The automobile industries which play a crucial role in the Indian automobile
industry are:

General Motors India

Hyundai Motors
Honda SIEL

Ford Motor Company

Type Public (NYSE: F)

Founded June 17, 1903

Founder Henry Ford

Headquarters Dearborn, Michigan, USA

Area served Worldwide

William Clay Ford, Jr - Executive

Key people Chairman
Alan Mulally - President, CEO

Industry Automotive

Products Automotive goods and services

Revenue US$134.26 billion (2012) [1]

US$9.406 billion (2012)

Net income US$5.665 billion (2012)

224,000 (2012) around 90 plants


Ford Credit
Ford division
Divisions Lincoln
Premier Automotive Group

Subsidiaries Automotive Components Holdings


Land Rover
Volvo (cars only)

Bold Moves
Have you driven a Ford lately?
Built Ford Tough
Built for Life in Canada
Feel the difference
Make Everyday Exciting


Ford Motor Company is an American multinational corporation and the world's third largest
automaker based on worldwide vehicle sales.

In 2012, Ford was the second-ranked automaker in the US with a 15.9% market share, behind
General Motors (17.9%) but ahead of Toyota (14.4%) and DaimlerChrysler (14.4%). Ford
was also the ninth-ranked American-based company in the 2012 Fortune 500 list, based on
global revenues of $134.1 billion. In 2012, Ford produced about 6.6 million automobiles, and
employed about 224,000 employees at about 90 plants and facilities worldwide. In 2007,
Ford had more quality awards from J.D Power than any other automaker. Based in Dearborn,
Michigan, a suburb of Detroit, the automaker was founded by Henry Fordand incorporated in
June 16, 1903. Ford now encompasses many global brands, including Lincoln and Mercuryof
the US, Jaguar and Land Rover of the UK, and Volvo of Sweden. Ford also owns a one-third
controlling interest in Mazda.

Ford has been one of the world's ten largest corporations by revenue and in 1999 ranked as
one of the world's most profitable corporations, and the number two automaker worldwide.

Ford introduced methods for large-scale manufacturing of cars and large-scale management
of an industrial workforce, especially elaborately engineered manufacturing sequences
typified by moving assembly lines. Henry Ford's combination of highly efficient factories,
highly paid workers, and low prices revolutionized manufacturing and came to be known
around the world as Fordism by 1914.


Ford was launched in a converted factory in 1903 with $28,000 in cash from twelve investors, most
notably John Francis Dodge and Horace Elgin Dodge who would later found the Dodge Brothers
Motor Vehicle Company. During its early years, the company produced just a few Model T's a day at
its factory on Mack Avenue in Detroit, Michigan. Groups of two or three men worked on each car
from components made to order by other companies. Henry Ford was 40 years old when he
founded the Ford Motor Company, which would go on to become one of the largest and most
profitable companies in the world, as well as being one of the few to survive the Great Depression.
The largest family-controlled company in the world, the Ford Motor Company has been in continuous
family control for over 100 years.

Corporate governance:
Members of the board as of early 2007 are: Chief Sir John Bond, Richard Manoogian,
Stephen Butler, Ellen Marram, Kimberly Casiano, Alan Mulally (President and CEO), Edsel
Ford II, Homer Neal, William Clay Ford, Jr., JormaOllila, Irvine Hockaday, Jr., John L.
Thornton and William Clay Ford (Director Emeritus).[8]

The main corporate officers are: Lewis Booth (Executive Vice President, Chairman (PAG)
and Ford of Europe), Mark Fields (Executive Vice President, President [The Americas]),
DonatLeclair (Executive Vice President and CFO), Mark A. Schulz (Executive Vice
President, President [International Operations]) and Michael E. Bannister (Group Vice
President; Chairman & CEO Ford Motor Credit).[9]. Paul Mascarenas (Vice President of
Engineering, The Americas Product Development)

Ford started its innings with the Mahindra-Ford joint venture formed in 1994, which
produced the Escort out of M&M Nashik plant. After meeting initial success, sales of the
Escort was finally replaced by the Ikon in 1999.
The Ikon marked a new beginning for Ford in India. It rolled out of the Marajmalaingar plant
near Chennai and by now, the company had parted ways with M&M and was renamed Ford
India Ltd in 1998. The Ikon was the first model by a multinational to be developed

specifically for India. Though it was based on the Fiesta, it was a unique body style and was
offered and was offered with an option of three engines, including a diesel. The car was a big
hit. The Ikon underwent several face-lifts and price cuts to keep demand high. However,
fresher competition and a reputation for high-maintenance saw sales gradually decline. After
the arrival of the modern and highly-capable Fiesta, another made-for-India car, with state-of-
the-art engines, the Ikon has been marginalized. The Fiesta has picked up where the Ikon left
and is selling well.
Though the Ikon and Fiesta have been the mainstays of Fords production in India, the
company has had limited success with other models. The Mondeo, launched in 2001, was a
very talented car by was simply not suited to Indian conditions and earned a reputation for
being exorbitant to maintain.
The Endeavour SUV was launched in early 2004 and has sold well for its niche. The
Endeavour has recently been upgraded in 2007 and this has boosted the appeal of the big
SUV. In 2004, Ford launched the Fusion, which has received a lukewarm response though
the recent diesel variant has perked up sales.

Chapter 2

Consumer perception

Consumer perception
A marketing concept that encompasses a customer's impression, awareness and/or
consciousness about a company or its offerings. Customer perception is typically affected by
advertising, reviews, public relations, social media, personal experiences and other channels

In todays globalizing economy competition is getting more and fiercer. That means it
becomes more difficult for products and services to differentiate themselves from other
offerings than ever before. Not only is the number of competitive offerings rising due to
globalization of production, sourcing, logistics and access to information. Many products and
services face new competition from substitutes and from completely new offerings or bundles
from industry outsiders. Since product differences are closed at an increasing speed and many
companies try to win the battle for customers by price reductions, products and services tend
to become commodities
Role of Perception in Consumer Behavior
The perceptions consumers have of a business and its products or service have a dramatic
effect on buying behavior. Thats why businesses spend so much money marketing
themselves, honing their customer service and doing whatever else they can to favorably
influence the perceptions of target consumers. With careful planning and execution, a
business can influence those perceptions and foster profitable consumer behaviors.
Influencing Perception
Consumers continually synthesize all the information they have about a company to form a
decision about whether that company offers value. In a sense, consumer perception is an
approximation of reality, notes the book Consumer Behaviour, by Atul Kr. Sharma.
Businesses attempt to influence this perception of reality, sometimes through trickery and
manipulation but often just by presenting themselves in the best possible light. For example,
advertisements often trumpet the quality and convenience of a product or service, hoping to
foster a consumer perception of high value, which can pay off with increased sales.
Reaching Consumers
A key factor in influencing consumer perception is exposure. The more information
consumers have about a product, the more comfortable they are buying it. As a result,
businesses do all they can to publicize their offerings. However, this causes a problem: When
every business bombards consumers with marketing messages, consumers tend to tune out.
To influence consumer perception, a business not only must expose its product to consumers,
it also must make its product stand out from the crowd.

Risk Perception
Consumer risk perception is another factor businesses must take into account when trying to
encourage buying behaviors. The more risky a proposition is, the more difficult it is to get
consumers to act. If consumers arent familiar with a brand of product, they cant assess the
risk involved; it could be poorly built, for instance, or too costly compared to substitutes.
Businesses can overcome this hesitancy by offering as much product information as possible
in the form of advertisements or by encouraging product reviews. Allowing potential
customers to handle the product in stores or test it at home also decreases risk perception, as
does offering a flexible return policy.
Customer Retention
Successful businesses dont relax once a customer makes a purchase. Rather, they continue to
foster perceptions that result in profitable behaviors. Once consumers have tried a product,
the task becomes maintaining a good reputation and establishing brand loyalty. Offering
superior customer service is an effective tactic because it maintains the perception that the
business cares about its customers best interests. In return, customers become loyal to the
business, which secures a consistent revenue stream for the company and makes it more
difficult for competitors to poach customers.
Marketing strategies of FORD to know consumer perception
Product differentiation based on operational efficiency:
FORD EXCELLING THROUGH SERVICE: Ford tries to differentiate its offer on the plank
of service. It has gone in for a new norm in customer service: fix it right-the first time-on
time. Ford is also supplying videotapes showing how repairs have to be done.
Adopting Offer to Suit Target Segment:
Ford modifies its models for India:
Ford modified its models for the Indian target segments as shown below:
Higher ground clearance to make the car more compatible to the rougher road surface in
Stiffer rear springs to enable negotiating the ubiquitous potholes on Indian roads.
Changes in cooling requirement, with greater airflow to the rear.
Higher resistance to dust.
Compatibility of engine with the quality of fuel available in India.
Location of horn buttons on the steering vehicles. (As the India motorist uses the horn more
frequently, for cars sold in India, the horn buttons are kept on the steering wheel and not on a
lever on the side as in the models sold in Europe.)

Strategic segmentation of cars:
The Ford in India has launched the car only for few segment of people.
The segmentation of car buyers based on price preferences are
Family car segment: These cars form a reasonably sizeable segment of the market (around
15 percent).
Preferred price range is from 5 lakh to 6 lakh.
FORD IKON AND FORD FUSION come under this type of segment.
Premium car segment: This segment represents buyers who need a real world-class car and
are willing to pay the due price.
Preferred price range starts from 8 lakh to 12 lakh.
FORD FIESTA, FORD MONDEOcome under this segment of cars.
SUV segment: The buyers of this segment like to have big vehicles.
And these cars are also useful for sport riding and even on hill areas. There body is designed
similar to off-road vehicles, which can withstand to Indian roads.
FORD ENDEAVOUR occupies this segment.
Strategic Promotions by FORD:
Ford follows the promotions at two levels, they a
1) Promotions of product directly by the manufacturer.
2) Promotions at dealer level.
In the first step the products of vehicles manufactured by the Ford Automotives are directly
promoted by the manufacturer by him. He follows many promotional strategies like
1. Advertising through television and newspaper.
2. Internet or interactive marketing.
3. Direct marketing.
In the second step the dealer of the vehicles promotes the vehicles.
The various promotional strategies followed by the Fortune Ford at dealer are
1. Advertising though news papers, radios, palm plates. In this all the features of the
product and its prices are given in detail to the customer.
2. In televisions the scrolling are given about the product and its features.
A heavy picture of the product which comprises of its attributes and special features are
displayed on the roadsides in the form of hoardings. It is a bit expensive strategy but attracts
many people who pass by that roadside.

This type of advertisement is prepared for those segments of people who cannot afford their
time in reading newspapers and watching televisions. While travelling from their home to
office, moving on their business activities they may watch these hoardings. These hoarding
are especially setup at the road signal stops.
Maintaining Data Bank:
In this the dealer collects personal/bio-data (address and contact number) of many people
from various organizations and different sector who are ready to buy the vehicles and who
change the vehicles regularly.
These people are met-in person or contacted through their contact number. The various new
features and new offers regarding the vehicles are advocated to them and are given discounts
on group purchase of vehicles, i.e. if 5 or more friends in the group purchase the cars at a
time then they are given special discounts on the vehicles.
Free Insurance:
The Fortune Ford gives a special offer of free insurance on the purchase of each vehicle to its
new customers.
Relationship Marketing:
Fortune Ford pays a special attention towards its old customers. To retain the old and
existing customers it conducts a corporate meet at a luxurious hotel. The event aims at
knowing the problems of the customers regarding the vehicles and also service feedback.
In this way it maintains an effective relationship with the customers and gains the reputation
and goodwill in the minds of the customers.
Sales Promotion:
The sales promotion is done in the fortune ford at three levels:
1. Showroom sales: In this the customers walk in to the showrooms to know about the
details of the product. Specially trained sales executives who are present in the
showrooms give a detailed explanation about the product to the customers.
Sales executives give a detailed note on the products features, various offers
given by the manufacturer and also by the dealer to the customer and enhances the sales of
the vehicles.
2. Corporate sales: A special team of sales executives are sent to some big corporate
sectors and there they personally meet the heads of the organizations like C.E.Os,
Managers etc., and explain about the vehicles and the offers and special schemes
provided by the dealer to them on bulk purchase of the vehicles and try to promote the
sales of the vehicles.

3. Field sales: The sales executives conduct some events with the corporate working
people and try to demonstrate the product features and its benefits and try to promote the
product and increase its sales.

Conducting Customer Delight Program:

This is a unique program conducted by the Fortune Ford. This is a program conducted to
retain the old customers of the Ford. The old customers of the Fortune Ford are meeting
personally and they are requested to give their feedback by filling in the questionnaire which
is specially prepared for them. In this questionnaire their problems regarding the vehicle
and also their post sale service experience are taken. If there exists any problem, then the
Fortune Ford service men try to resolve the problems of their customers as soon as possible
and makes the customer satisfied.
This is a technique to attract the new customers by satisfying the old customers and gaining
goodwill in the market.
The Sales faculty is clean, tidy and inviting, making customers comfortable while
purchasing products and availing services.
Customers are courteously acknowledged within two minutes of their arrival and are
advised that a Sales Consultant will be available upon request.
The Sales Consultants appearance and dress will be of the highest standards.
An advisory relationship is established between the customer and the Sales Consultant
who listens to the customer, identifies their needs and ensures that they are met.
A pleasant, non-pressured purchase experience will be provided during which a
thorough demonstration of the vehicle features and benefits will be made.
A test drive will be offered to all customers.
Using a check list, the Sales Consultant delivers the vehicle in perfect condition when
Customers will be contacted within one week after delivery to ensure total
An efficient service facility allows a customer to avail all the service provided by
Fortune Ford, in a clean and welcoming environment.
An appointment is available within 5 working days of the customers request.

Customers are courteously acknowledged within two minutes of their arrival and
the write-up will begin with five minutes.
Service needs are courteously identified, accurately recorded on the repair order
and verified with the customer.
The vehicle is serviced right on the first visit.
The vehicle is ready on the agreed upon time.
A through explanation of work done, warranty coverage and charges is given to
the customer.
All service repair work will be followed up within five working days.
Each vehicle will be washed before being returned to the customer.

Chapter 3
Review of literature

Pandey Shubam explains marketing strategy as follows:
Business strategy:
At the business level, strategy focuses on defining the manner of competition in a given
industry or product/market segment. It usually covers a plan for a single product or a group of
related products. Today, most strategic action takes place at the business unit level, where
sophisticated tools and techniques permit the analysis of a business; the forecasting of such
variables as market growth, pricing, and the impact of government regulation; and the
establishment of a plan that can sidestep threats in an erratic environment from competitors,
economic cycles, and social, political, and consumer changes.
Functional strategy:
Centers on how resources allocated to the various functional areas can be used most
efficiently to support the business-level strategy. The primary focus of marketing strategy at
this level is to allocate and coordinate marketing resources and activities to achieve the firms
objective within a specific product market.
\Kotler Philip (1999)
According to Philip Kotler et al (1999) marketing strategy is the marketing logic by which
the business unit hopes to achieve its marketing objectives It is an Endeavour by a
corporation (or any organization) to differentiate itself positively from its competitors, using
its relative corporate strengths to better satisfy customer needs in a given environmental
setting For an organization, target consumers are at the centre of the marketing strategy.
The company identifies the total market it wants to serve and divides it into smaller segments.
It then selects the most promising segments and focuses on serving them. It designs a
marketing mix using mechanisms under its control: product, price, place and promotion. It
also engages in marketing analysis, planning, implementation and control in order to find the
best marketing mix and to take action. The company uses these activities to enable it to watch
and adapt to the marketing environment.
1. Where to compete- that is, it requires a definition of the market (for example, competing
across an entire market or in one or more segments).
2. How to compete- that is, it requires a means for competing (for example, introducing a
new product to meet a customers need or establishing a new position for an existing
3. When to compete- that is, it requires timing of market entry (for example, being first in
the market or waiting until primary demand is established). Thus, marketing strategy is the

creation of a unique and valuable position, involving a different set of activities. Thus,
development of marketing strategy requires choosing activities that are different from rivals.
Porter Michael
states that strategy is about the means or ways (steps) of attaining goals and not their
specification. He also indicates that strategy is one element in a four-part structure.
According to Porter, those four part structures are: (a) what are the goals to be attained? (b)
How will the resources be deployed? (c) The tactics; i.e. the ways in which resources that
have been deployed are actually used or employed and (d) are the resources (means)
themselves available and at our disposal? Both strategy and tactics bridge the gap between
goals and means. In business, as in the military, strategy bridges the gap between policy and
tactics. It is the creation of a unique and valuable position, involving a different set of
activities. Meaning strategy is about competitive position, about differentiating yourself in
the eyes of the customer, about adding value through a mix of activities different from those
used by competitors.

Chapter 4
Research Methodology


1. To know the influence of various Marketing Strategies towards the customers of four
wheelers (cars).

2. To know whether the customers are satisfied with the offers given by the dealer.

3. To study and analyze the customer's perception regarding the usefulness/utility of Ford


It must be classified on the basis of the major purpose of the investigation. In this problem
description studies have been undertaken, as the objective of the project is to conduct the
market shares study to determine the share of market received by the company to the
The information needed to further proceed had been collected through primary and secondary
It consists of information collected for the specific purpose, survey research was used and he
all the details of Ford and their competitors were contacted. Survey research is the
approached gathering description and information.
The secondary data consists of information that already existing somewhere having been
collected for another purpose. Any researcher begins the research work by first going
through secondary data. Secondary data includes the information available with company. It
may be the findings of research previously done in the field. Secondary data can also be
collected from the magazines, news papers, internet other service conducted by researchers.
a) Survey method: my whole study was based on survey
b) Sample units: general public of patiala
c) Sample size: 50 respondents
d) Sampling area: Patiala

1. To know the influence of various Marketing Strategies towards the customers of four
wheelers (cars).

2. To know whether the customers are satisfied with the offers given by the dealer.

3. To study and analyze the customer's perception regarding the usefulness/utility of Ford

Chapter 5

Data analysis




Analyzed Survey Report

1. Which of the following Ford car you own?
a) Figo
b) Fiesta Classic
c) Endeavour
d) New Fiesta
Data analysis:
Name of the car % of customers

Figo 37
Fiesta Classic 24
Endeavour 30
New Fiesta 9
Total 100%

Figo Fiesta Classic Endeavour New Fiesta
% of customers

Interpretation: This question is meant for taking the information regarding the most
preferred car in the Ford cars. From the above graph it is found that most preferred vehicle of
Ford cars is Figo.

2. What do you like most about your Ford car?

a) Style/design
b) Comfort
c) Ford brand
d) Service
Data analysis:
Customers preference No of customers

Style/design 9
Comfort 23
Ford brand 13
Service 15

Interpretation: This question is meant to know the customers preferences and likes towards
the cars. From the data we can position our product to the comfort seeking group of people.

3. What do you feel great about your car when compared to other cars in the
a) Fuel efficiency
b) Durability
c) Low maintenance
d) Sound quality
e) Brand name

Data analysis:
Customers perspective No of customers
Fuel efficiency 2

Durability 7
Low maintenance 9
Sound quality 12
Brand name 20



20 Fuel efficiency
Axis Title 15
Low maintenance
10 Sound quality
Brand name

Axis Title

Interpretation: From this question we can position the cars according to the customers
perspectives. Many of the Ford customers are buying the cars by seeing its Brand Name
only. The no. of customers satisfied with the fuel efficiency is very low.

4. How did you come to know about this car before purchasing?
a) From friends, relatives (buzz)
b) Advertisements
c) Car experts
d) Sales persons visit
e) Auto magazines

Data analysis:
Source of awareness No. of customers
Friends, relatives 9
Advertisements 25
Car experts 3
Sales persons visit 8

Auto magazines 5

Interpretation: Most of the Ford customers came to know about their vehicle through
advertisements only. The major media that attracted the customers is television.

5. Can you share your experience with after sale service support?
a) Very much satisfied
b) Satisfied
c) Ok
d) Not satisfied
Data analysis:
Post service experience No. of customers
Very much satisfied 6
Satisfied 15
Ok 25
Not satisfied 4




No. of customers 15
Very much satisfied Satisfied Ok Not satisfied

After sale service experience

Interpretation: This question is prepared to know the service levels of the authorized
dealer. Most of the customers are just telling ok about the service. Only a very few customers
are very much satisfied with the service. Even some of the customers are not satisfied with
the service given by the authorized service men.

6. Where do you get your car serviced regularly?

a) At authorized service centre
b) At a local workshop near my home
Data analysis:
Place of service No. of customers
At authorized service centre 41
At a local workshop near home 9

customers preference for service centres

at authorised service centre At a local workshop near home

Interpretation: Most of the Fortune Ford customers are interested to service their vehicles
only at the authorized dealers. From this we come to know what the importance of
authorized service centers for car is.

7. Whats your opinion on the price list of Ford cars?

a) Affordable by common man
b) Affordable only by rich man
c) Cant say
Data analysis:
Customer opinion on pricelist of ford No. of customers
Affordable by common man 42

Affordable only by rich man 6
Cant say 2

Customer opinion on price list of Ford cars

4200%; 84%
Affordable by common man Affordable only by rich man Cant say
600% ; 12%
200% ; 4%

Interpretation: More than 80% of customers think that Ford cars are affordable only by
rich men. These cars are too expensive for an economic/common man of the society.

8. What kinds of offers do you like or expect from the dealer?

a) Free insurance
b) Special discount on sale of cars
c) Extending the service period
d) Finance availability with 0% interest

Data analysis:
offers No. of customers

Free insurance 9
Special discount on sale of cars 3
Extending the service period 27
Finance availability with 0% 11

Offers liked by customers

Free insurance 30 27
Special discount on sale of cars

No. of customers
Extending the service period Finance availability with 0% interest
15 11
5 1
Various offers

Interpretation: By the result of this question we come to know about the various
promotional techniques/offers which attract the customers. From the above analysis
many customers are expecting the extension in the service period from the various offers
given to them.

9. What more do you expect from your dealer?

a) Information about new cars
b) Information about service and mileage
c) Assistance regarding loans and insurance
d) Understanding customer needs

Data analysis:
Expectations of customer No. of customers

Information about new cars 2
Information about service and mileage 34
Assistance regarding loans and 4
Understanding customer needs 10

Customers expectations from dealer

Information about new cars
30 about service and mileage
Assistance regarding loans and insurance
No. of customers
5 customer2 needs 4


Interpretation: Most of the customers are expecting the information about service and
mileage regarding the cars from the dealer. From the above analysis we come to know
about the customers expectations and their post purchase service demands from the

10. Whats your opinion on a Brand Ambassador for the cars?

a) Very necessary
b) Not needed
c) Waste of money for manufacturer
Data analysis:
Customer opinion on ambassador No. of customers
Very necessary 43
Not needed 7
Waste of money for manufacturer 0

Opinion on Brand Ambassador
No. of
Very necessary Not 25
customers needed Waste of money for manufacturer
15 7
customer opinion

Interpretation :This question is meant to know about the importance of Brand

Ambassador for a car in the customers point of view. Most of the Ford customers think
that a Brand Ambassador is very necessary for promoting a car

11. Whom do you suggest as a right person for promoting a car?

a) Sports person
b) Film stars
c) Car expert
d) Any celebrity
Data analysis:
Customer suggestion No. of customers
Sports person 18
Film star 21

Car expert 7

Any celebrity 4

Customer suggestion about Brand Ambassador

25 21

No. of customers
Sports person Film star Car expert Any celebrity
10 7
5 1
Brand Ambassadors

Interpretation: Most of the customers of Ford suggest a film star as the best ambassador.
Because many of them get attracted only to their favorite film stars other than other brand

12. What other brand(s) did you seriously consider before making this car purchase?
a) Hyundai
b) Skoda
c) Maruti
d) Honda
e) Toyota
Data analysis:
Brand name No. of customers
Hyundai 19
Skoda 12

Maruti 5
Honda 9
Toyota 5

Interpretation: Most of the Ford customers are opting for Hyundai when they are asked
to consider a brand other than Ford. Skoda occupies the second place in their preference.


From the above study I have concluded that Figo is one of the popular car among the
consumers as far as ford is concerned and people prefers comfort of the car as compared to
the other features. Most of the consumers compare the car with the Hyundai cars before
purchasing this car. The car is purchased by most of the people due to its brand name and
many people also think that the brand ambassador shot be the film star to permote the brand
name of ford.
As the study was based over the consumer perceptions there is many more to learn about the
public interest as most of the consumers are not satisfied to the fuel efficiency of the car as
well as they are not must satisfied from the after sales services of the car.

So, by analyzing the whole study I want to conclude that there are many factors at which
proper concentration is needed so as to make the brand more powerful.

Please try to increase the number of Service centers.
Keep Service Stations at main locations of the city, like Morni hills, Samana,
Patran, Nabha etc., where many customers feel it easy to go to service centers.
There is no proper response from the service men at service station. Please recruit
efficient service men in the service centers.
The service men in the service centers are unable to understand the problems told
by us, and they are not resolving the cars problems.
Provide information on service and mileage regularly.

Please provide information about new cars along with their price lists at least once
in 6 months.
Advertisements through televisions can influence many categories of people. So
try to concentrate on this segment. We dont see or find much of the Ford car
advertisements in T.V except Fiesta.
Try to provide financial facility at 0% interest.
Customer should be educated about the maintenance of the vehicle. i.e.
maintenance tips should be provided.
Mileage of the cars is not up to the expectations.
Mileage of Fiesta is very worst its giving only 9 to 11 Kms per liter. Please try to
rectify it.
The quality of the sun proof coating used is of very low quality, vehicle colour is
getting shaded very quickly.
Please send the specially appointed feedback taking staff on Sunday evenings
The sales people present in the showroom respond to us properly when we come
to purchase a new car, but they do not respond when we come to tell our problems
regarding the cars.


Name : ____________________________________________________________
Contact no.:_______________________________________________________
Address : __________________________________________________________
E-Mail address: ____________________________________________________

1. Which of the following Ford car you own?

a) Figo
b) Fiesta Classic
c) Endeavour

d) New Fiesta

2. What do you like most about your Ford car?

a) Style/design
b) Comfort
c) Ford brand
d) Service

3. What do you feel great about your car when compared to other cars in the
a) Fuel efficiency
b) Durability
c) Low maintenance
d) Sound quality
e) Brand name

4. How did you come to know about this car before purchasing?
a) From friends, relatives (buzz)
b) Advertisements
c) Car experts
d) Sales persons visit
e) Auto magazines

5. Can you share your experience with after sale service support.
a) Very much satisfied
b) Satisfied
c) Ok
d) Not satisfied

6. Where do you get your car serviced regularly?

a) At authorized service centre
b) At a local workshop near my home

7. Whats your opinion on the price list of Ford cars?

a) Affordable by common man

b) Affordable only for rich man
c) Cant say

8. What kinds of offers do you like or expect from the dealer?

a) Free insurance
b) Special discount on sale of cars
c) Extending the service period
d) Finance availability with 0% interest

9. What more do you expect from your dealer?

a) Information about new cars
b) Information about service and mileage
c) Assistance regarding loans and insurance
d) Understanding customer needs

10. Whats your opinion on a Brand Ambassador for the cars?

a) Very necessary
b) Not needed
c) Waste of money for manufacturer

11. Whom do you suggest as a right person for promoting a car?

a) Sports person
b) Film stars
c) Car expert
d) Any celebrity

12. What other brand(s) did you seriously consider before making this car purchase?
a) Hyundai
b) Skoda
c) Maruti
d) Honda
e) Toyota

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