Table of Contents

CHAPTER-1 Introduction

CHAPTER-2 Objectives of study

CHAPTER-3 Research methodology

CHAPTER-4 Data Interpretation & Analysis

CHAPTER-5 Findings

CHAPTER-6 Recommendations

1
 CHAPTER-1

Introduction

Comparative Study:-

The comparative method is often used in the early stages of the development of a branch of

science. It can help the researcher to ascend from the initial level of exploratory case studies to

a more advanced level of general theoretical models, invariance such as casuality or evolution.

The design of comparative research is simple. Your objects are specimens or cases which are

similar in some respects (otherwise, it would not be meaningful to compare them) but they

differ in some respects. These differences become the focus of examination. The goal is to find

out why the cases are different: to reveal the general underlying structure which generates or

allows such a variation.

Comparison is one of the most efficient methods for explicating or utilizing tacit knowledge or

tacit attitudes. This can be done, for example, by showing in parallel two slides of two slightly

different objects or situations and by asking people to explain verbally their differences.

The method is also versatile: you can use it in detail work as a complement to other methods,

or the entire structure of a research project can consist of the comparison of just a few cases.

2
In comparative study, you are examining two (or more) cases, Observed

specimens or events, often in the form of a table such as can be seen state of things

on the right where a column is reserved for each case, here called
Case 1 Case 2
"Case 1" and "Case 2". On the basis of the target of your study you
Aspect A A1 A2
have to decide which are the interesting aspects, properties or
Aspect B B1 B2
attributes that you will have to note and record for each of the cases.
C C2
In the table on the right, these aspects are called A, B and C. During Aspect C 1

the process of analysis, you then can add new aspects or drop out fruitless ones. Those aspects

that are similar in both the cases need not be recorded, because here you are not making two

case studies but only a comparison of the cases.

The final goal of research is usually to reveal the systematic structure, invariance that is true

not only for the cases that were studied, but for the entire group population where the cases

came from. In other words, the goal is to generalize the findings. Of course, it would be

foolhardy to assert anything about a larger group, if your study consisted of just two cases. The

plausibility of your generalisation will increase, if you have instead of "Case 1", several cases

from the same group, let us call it "Group 1", and similarly several cases from "Group 2". If all

or the majority of these pairs show the same invariance, its credibility will quickly rise. There

are statistical methods to calculate the credibility, or statistical significance of the findings. The

question whether they found invariance then is true even outside the population, is something

that the researcher normally leaves to be speculated by the readers of his report.

In the case that you wish to compare more than two groups, or the number of cases is large, the

study begins to approach classification, a method that is discussed on another page.

In comparative like in most other studies there are two different styles, both of which will be

discussed below:

3
 Descriptive Comparison aims at describing and perhaps also explaining the invariance

of the objects. It does not aim at generating changes in the objects; on the contrary, it

usually tries to avoid them.

 A special style of research is needed when the aim is not just to detect and explain but

also to improve the present state of the object or to help improving or developing similar

objects in the future. This is the technique of Normative Comparison.

4
 CHAPTER-2

Objectives of study

 To analyse the market trends of Tricity as far as SUVs are concerned.

 To understand the expectations of people they have from a SUV.

 To know how people perceive Ford Endeavour & Toyota Fortuner.

 To know what are the factors that keeps people intact with Ford.

 To know what are the advantages enjoyed by Ford Endeavour over Toyota Fortuner&

vice-versa.

5
 Company Profile

 Ford Motor Company

Type Public(NYSE)

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$ 118.308 billion (2013)

6
Ford Motor Company is an American multinational corporation and the world's third largest

automaker based on worldwide vehicle sales.

In 2006, Ford was the second-ranked automaker in the US with a 17.5% market share,

behind General Motors (24.6%) but ahead of Toyota (15.4%) and DaimlerChrysler (14.4%).

Ford was also the seventh-ranked American-based company in the 2007 Fortune 500 list, based

on global revenues of $160.1 billion. In 2006, Ford produced about 6.6 million automobiles,

and employed about 280,000 employees at about 100 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 Ford and incorporated in June 16, 1903. Ford now encompasses many global brands,

including Lincoln and Mercury of 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.

7
The Automobile industry in India is the seventh largest in the world with an annual

production of over 2.6 million units in 2013. In 2013, India emerged as Asia's fourth largest

exporter of automobiles, behind Japan, South Korea and Thailand. By 2050, the country is

expected to top the world in car volumes with approximately 611 million vehicles on the

nation's roads.

Following economic liberalization in India in 1991, the Indian automotive industry has

demonstrated sustained growth as a result of increased competitiveness and relaxed

restrictions. Several Indian automobile manufacturers such as Tata Motors, Maruti Suzuki and

Mahindra and Mahindra, expanded their domestic and international operations. India's robust

economic growth led to the further expansion of its domestic automobile market which

attracted significant India-specific investment by multinational automobile manufacturers. In

February 2013, monthly sales of passenger cars in India exceeded 100,000 units.

Embryonic automotive industry emerged in India in the 1940s. Following the independence,

in 1947, the Government of India and the private sector launched efforts to create an automotive

component manufacturing industry to supply to the automobile industry. However, the growth

was relatively slow in the 1950s and 1960s due to nationalization and the license raj which

hampered the Indian private sector. After 1970, the automotive industry started to grow, but

the growth was mainly driven by tractors, commercial vehicles and scooters. Cars were still a

major luxury. Japanese manufacturers entered the Indian market ultimately leading to the

establishment of MarutiUdyog. A number of foreign firms initiated joint ventures with Indian

companies.

In the 1980s, a number of Japanese manufacturers launched joint-ventures for building

motorcycles and light commercial-vehicles. It was at this time that the Indian government

chose Suzuki for its joint-venture to manufacture small cars. Following the economic

8
liberalization in 1991 and the gradual weakening of the license raj, a number of Indian and

multi-national car companies launched operations. Since then, [[automotive component and

automobile manufacturing growth has accelerated to meet domestic and export demands

 Exports

India has emerged as one of the world's largest manufacturers of small cars According to New

York Times India's strong engineering base and expertise in the manufacturing of low-cost,

fuel-efficient cars has resulted in the expansion of manufacturing facilities of several

automobile companies like Hyundai Motors, Nissan, Toyota, Volkswagen and Suzuki.

In 2008, Hyundai Motors alone exported 240,000 cars made in India. Nissan Motors plans to

export 250,000 vehicles manufactured in its India plant by 2011. Similarly, General Motors

announced its plans to export about 50,000 cars manufactured in India by 2011.

In September 2013, Ford Motors announced its plans to setup a plant in India with an annual

capacity of 250,000 cars for US$500 million. The cars will be manufactured both for the Indian

market and for export. The company said that the plant was a part of its plan to make India the

hub for its global production business. Fiat also announced that it would source more than

US$1 billion worth auto components from India

According to Bloomberg L.P., in 2013 India surpassed China as Asia's fourth largest exporter

of cars

9
Indian Automobile Industry

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%.

 pre- independence era

The first motorcar on the streets of India was seen in 1898, Bombay had it first taxicabs

by the turn of the century. In 1903, an American company began a public taxi service with a

fleet of 50 cars. For about 50 years after car arrived in India, cars were directly imported.

Before World War I, around 40,000 motor vehicles were imported. During the years

between the wars, a small start for an automobile industry was made when assembly plant were

established in Bombay, Calcutta and Madras.

The import/assembly of vehicles grew consistently after the 1920s, crossing 30,000

units by 1930. It was during the end of the war that the importance of establishing an

indigenous automobile in India was realized. Premier Motors, Hindustan Motors and Mahindra

& Mahindra set up factories in the 1940s for progressive manufacture rather than assembly

from imported components. The cars they chose to make were the latest in the world when

they were introduced in India in the formative years of the industry.

 Post-Independence Era

10
 The e government clamped down on imports and foreign investments. Companies like

GM and Ford packed their bags and left. India’s clock, thereafter, stood still while the world

raced on ahead. It would take nearly 50 years before the Indian auto industry could catch up

with the rest of the world again

 Broad banding Era

In January 1985, the government announced its famous ‘broad banding’ policy which

gave new licenses to brad groups of automotive products such as two and four-wheeled

vehicles.

Through a liberal move, the licensing system was very much intact. A manufacturer

had to submit a phased-manufacturing programmer to the Ministry of Industry specifying the

indigenization progress and allowing for almost complete indigenization within five to seven

years. The biggest hurdle was the foreign-exchange clearance required for these projects.

Except for MUL, which had direct access to policy-makers, every other manufacturer still faced

a series of obstacles.

Several new products were launched during this period. All three traditional carmakers

added new models to their ranges – Standard Motors returned to the car business after 10 years,

when in 1985 it introduced the Standard 2000, a Rover SD1 body with the old two-litre

Vanguard engine. HM bought in a 1972 Vauxhall Victor in 1985, transplanted its ageing

Ambassador engine into it and the Contest was born.

11
 Rank wise Largest Automobile Manufacturers in India by Sales

1. Maruti Suzuki

2. Hyundai

3. Tata Motors

4. Mahindra

5. GM Chevrolet

6. Honda

7. HSD

8. Ford

9. Fiat |Fiat Motors

10. Skoda

12
History

Henry Ford(ca. 1919)

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.

13
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).

The main corporate officers are: Lewis Booth (Executive Vice President, Chairman 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 Paul Mascarenas (Vice President of Engineering, The Americas Product

Development

 Ford in India

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,

14
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 Ford’s 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.

 Saluja Ford

Saluja Ford are an authorised distributor of Ford Motors Ltd.

Their business is conducted under strict supervision of highly

professional and well trained manpower for ensuring quality of

service. They provide all facilities required by our customers

with a good inventory and availability of Ford genuine spare

parts.

They believetheirsuccess is built on our core values of

creativity, commitment and enthusiasm, and by keeping our

customers' desires at the heart of everything they do. They strive

15
to lead the way through constant innovation, setting new

standards that define Saluja Ford.

Saluja Ford is a company committed to customer delight by offering the highest quality in

Vehicle dealership, sales and service for the last 20 years. Their international values are

based on a high quality service to the customer with a very high degree of fairness

Saluja Ford is the dealers for Ford Cars in Chandigarh. Ford India has recently accorded

Saluja Ford the prestigious and international recognition for 'QUALITY CARE'. The

foundation of our success is solidly based on the vision of our leadership and its employees.

What does Saluja Ford mean?

• We make it easy to do business

• Respect of the individual

• Honest, open communication for all customers

• Superior sales and service experience

• Outstanding customer service

• Integrity in the deal

• Professional Environment

• Great Product

• Low Payments

16
 That’s right, Saluja Ford believes that it's not enough to have just a great product, or

average customer satisfaction. They've succeeded because they provide SUPERIOR sales

and service. And we have been doing just this. Whether you shop with us online or in

person, you're buying or leasing, or you trust us to maintain your vehicle in peak

condition, you'll be treated with respect and fairness.

Their goal is to provide the best ownership experience you’ll ever have. That means high

customer satisfaction both during the sales process and delivering a world class service

experience while you own your car.

So how do they do this? Well, its starts deep down at the root of our business philosophy.

Mission Statement, All dealership personnel will treat every customer as a potential

lifetime purchaser, communicating a professional image that embraces honesty and

concern for customer wants and needs.

The bottom line is Saluja Ford promise you’ll be treated with fairness and integrity in all

of your transactions. That’s the Saluja Ford way!

Their certified sales and service consultants give you the personalized attention you

deserve. This also means that know body knows Fords like Saluja Ford. You can be sure

that our sales and service team know the Ford product from the very inside to the shiny

outside.

17
Overview:

 1.4 Duratorq Diesel engine

 69 PS @ 4000 RPM power

 160 NM @ 2000 RPM torque

Exterior Appearance

 Body Coloured Front & Rear Bumpers

 Full Wheel Covers Body Coloured Outside Mirrors

Comfort & Convenience

 Air-conditioning with Heater

 Power Steering

 Remote Fuel Filler opening

 Front Power Window

Interior

 Vibrant Coral IP (Optional)

 Day / Night Inside Rear View Mirror

 Front Power Point (12V)

18
 Infotainment & Connectivity

 Ford Ikon 1.4 DuraTorqTDCi

Starting from Rs. 5.59 Lakhs

Overview

 1.4 DuraTorq Diesel Engine

 68 PS @ 4000 RPM power

 160 NM @ 2000 RPM torque

Strong, purposeful angles defines Ford's kinetic design philosophy. And the Ford Ikon stands

testimony to this, with the imposing grill-less front end, wider front fenders and meatier

bumper. The new muscular hood hunches down to the all-new multi-reflective, clear quad

headlamps that stare you boldly in the eye.

Exterior Appearance

 Kinetic Design

 All new Stylish Clear Headlamps

 Sporty Front Bumper with Fog Lamp Bezels

19
Comfort & Convenience

 Air-conditioning with Heater

 Power Steering

 Front & Rear Power Windows

 Electric Boot release

Interior

 Plush Two-Tone Beige Interiors

 Chrome Insert on Gear Knob & Parking Brake Button

 LCD Display Odometer

 Vanity Mirror on Passenger Sun Visor/li>

Safety & Security

 Collapsible Steering Column

 Anti-Submarine Seats

 Central Locking System

 Child Safety Rear Door locks

 Ford Fiesta 1.4 Duratorq Diesel ZXI

Price Starting from Rs. 8.32 Lakhs with ABS

(ex-showroom Delhi)

Overview

20
The Ford Fiesta SXI is a car which gives you the best of both worlds - styling and refinement!

It gives you the exceptional experience of a luxury sedan combined with unmatched fuel

economy that makes you want to get in the driver’s seat every time!

EXTERIOR APPEARANCE

 Chrome surround crystal barrel headlamp

 14” alloy wheels (35.6 cms)

 Chrome tailgate handle finish

Comfort & Convenience

 Air conditioning with electric re-circulation and Heater

 Front and rear power windows

 Electric boot release

Interior

 Two tone colour coordinated interiors (Ebony & camel)

 Driver seat height adjust

 2 DIN MP3 player with Aux-in

 6 Speakers

Instrumentation

 Distance to empty (DTE) display

 Tachometer

 Low fuel warning lamp

21
Safety & Security

 Central locking

 Programmable Keyless entry and auto re-locking

 Anti-lock braking system (ABS) with EBD

 Driver & passenger airbag

Ford Endeavour 1.4 Duratorq Diesel ZXI

Starting from Rs.18.82 Lakhs
(ex-showroom Delhi)

Overview

The new Ford Endeavour is built to lead.

A perfect combination of power, style, comfort and safety, the exciting new Ford Endeavour

can take on anything the road throws at it. Under the bold new hood, behind the imposing new

headlights, beneath the chrome highlights and sculpted tailgate and in the purposeful air

intakes, lurks a beast that was born to be ahead.

Exterior Appearance

 Bold Wheel-Arch Mouldings

 Silver Roof Rail

 Grab-Type Chrome Door Handles

 New Lockable Spare Wheel Cover

 Sleek and Stylish Side Body Cladding

22
  Power Foldable Outside Mirrors

 Turn Indicators and Puddle Lamp on outside Rear view mirror

Comfort & Convenience

 Environment Friendly Dual A/C

 Independent Control for Rear A/C

 Personalized A/C Vents for 2nd and 3rd Row Seats

 Tilt Adjustable Steering

 Power Windows (one touch down for driver)

 Electric Adjustable Outside Mirrors

 Rear Wash/Wipe

 Read Defogger

 Hieght Adjustable Driver & Co-driver Seat Belts

 Front Center Arm-Rest with Storage Bin

 Large Glove Box with Illumination

 Remote Fuel Cap Release

 Removable Ash Tray

 Clutch Foot Rest

Interior

 Two-tone Ebony & Camel Interior Environment

 Plush Leather Upholstery

 Illuminated Scuff Plates

 Sporty Pedals

 Titanium Finish on IP

23
  Leather Wrapped Steering & Gear Knob

 2nd Row Seat - 50:50 Split, Reclining and Double Folding

 3rd Row Seat - Folding and Removable

 Idol Stowage on IP

 Dual Sunglass Holders

 6 Cupholders

 Cigarette Lighter

 3 Nos 12V Power Sockets

Instrumentation

 Tachometer

 Door Ajar Warning

 Headlamp On Warning

 Low Fuel Warning

 Instrument Panel Light Adjustment

Entertainment & Navigation System

 In-Dash MP3 Player

 6 Speakers

 DVD Player with Touch Screen LCD Audio Unit

 Satellite Navigation

 Reverse Parking Camera with LCD Display

 Bluetooth Connectivity

Safety & Security

24
 Ford Dynamic Safety Engineering

 Door Intrusion Side Beams

 Collapsible Steering Beams

 Dual Stage Driver and Front Passenger Airbags

 Front Driver and Passenger Side Airbags

 Anti-Lock Braking System (ABS)

 Electronic Brakeforce Distribution (EBD)

 Seatbelt Pretensioner& Load Limiter

 Limited Slip Differential

 Front Fog Lamps

 Day-Night Rear View Mirror

 Dual Horn

 Seat Belt for all 7 Occupants (6 ELR, 1 Static)

 Engine Immobilzer

 Central Locking

 Remote Keyless Entry

 Anti-Theft Alarm

25
 CHAPTER-3
RESEARCH METHODOLOGY
Introduction:

Marketing research is a process of collecting and analyzing marketing information and

ultimately to arrive at a certain conclusion. In research, there are different procedures that can
be adopted regarding the types of questionnaire, way of data collection, research design,
sampling etc.

Survey: - Survey means a planned effort to collect the desired information from a
representative sample of the relevant population.

Sampling: - Sampling studies are becoming more and more popular in all types of mass
study. The result of sampling has attained a sufficiently high standard accuracy.

For sample, I have chosen one area, which contains more than fifty outlets. The selection was
made through combined approach random sampling and convenient sampling. The entire
respondents are the residents of DWARKA.

Research Design: - A research design is purely and simply the work or plan for a study that
guides the collection and analysis of the data. I have chosen exploratory research design for
the study.

Sample size: The sample size in this project is 50 as the number of outlets in the area in
which I did the project was same as above.
Methods of Data Collection: - As the topic was concerned with consolidation of brand equity
primary and secondary data were important for the study.

26
Primary Data: The data which is collected for the first time is known as primary data. It is the
first hand data. It serves the purpose or the objective of the research

Secondary Data: The data which is collected from the already available sources is known as
secondary data. It is easy to collect and less time consuming as compared to the primary data.

For the collection of primary data, I have used questionnaire method containing both close
end and open-ended questions.

Secondary data has been collected from the dealer, organizations and magazines.

27
 CHAPTER-4

Data Interpretation & Analysis

People who bought Ford Endeavour since the launch of Toyota Fortuner i.e. in last one year

were asked few questions by us while doing the comparative study between the two cars so as

to know that how do they pursue both SUVs.

The Questionnaire was designed in such a way so that the maximum could be extracted out of

the minds of Customers.

Well, as the Ford Endeavour’s customers were one of the top notch people of the city. So, it

was quite difficult to get a chance to interview them & interact with them.

The Sample given by the Saluja Ford was 60 but there were 8 to 9 people who could not be

interviewed because of various reasons. The analysis of answers of people I interviewed is

given as follows: -

There were 15 questions asked form the Existing Ford Customers that varied in different

aspects of an SUV.

28
The responses were as follows:-

Ques. 1 : Do you own any other SUV apart from Ford Endeavour?

Data Table

No. Of Fortuner Other

Responses
52 5 4

Graphical Representation:-

60

50

40

30
52 Series1
20

10
5 4
0
No. Of Fortuner Other
Responses

Qualitative Analysis:-

The responses of this question showed that there were 5 people who owned Fortuner& 4 who

owned any other SUV, other than Endeavour

29
Did you consider following factors while buying ford Endeavour, knowing that Toyota
Fortuner is available in market?

Ques.2 Features Availability

Data Table

No. Of Responses Yes No

48 46 2

Graphical Representation

50
40
30
Series1
20
10
0
Yes No

Qualitative Analysis

The responses to this question showed almost all the customer considered this point while
purchasing Endeavour

Ques. 3 Option of 4*2

Data Table

No. Of Responses Yes No

52 12 40

Graphical Representation

30
 40
35
30
25
Series1
20
15
10
5
0
Yes No

Qualitative Analysis:-As per the answer of this question people did not gave much importance to
this factor

Ques. 4 Referred By Someone

Data Table

No. Of Responses Yes No

44 35 9

Graphical Representation

22
no

Series1

30
yes

0 5 10 15 20 25 30

Qualitative Analysis: -

This question was answered that people got a good amount of referrals before buying the Car.

31
Ques. 5 Road/Market Presence

Data Table

No. Of Responses Yes No

52 30 22

Graphical Representation

30

25

20
Series1
15

10

0
yes no

Qualitative Analysis:

Road/Market Presence was an important factor in the minds of customers while buying.

32
Ques. 6Brand Value

Data Table

No. Of Responses Yes No

52 40 12

Graphical Representation

30

25

20
Series1
15

10

0
yes no

Qualitative Analysis:-

Brand Value was a point in customer’s mind.

Ques. 7Price

33
Data Table

No. Of Responses Yes No

52 13 39

Graphical Representation

22
yes
no
30

Qualitative Analysis:-

Price was not considered as an important factor.

Ques. 8Availability Issue

34
Data Table

No. Of Response Yes No

52 30 22

Graphical Representation

35

30

25

20
Series1
15

10

0
yes no

Qualitative Analysis:-

Availability Issue was a point of concern among many customers

Ques. 9Maintenance

35
Data Table

No. Of Responses Yes No

52 40 12

Graphical Representation

yes
no

Qualitative Analysis

Maintenance was an issue in their minds, As ford provides a better After Sale Service

Ques. 10Dealer Network

Data Table

No. Of Responses Yes No

36
 52 38 14

Graphical Representation

100%
38
50% 14
Series1
0%
Yes
No

Qualitative Analysis

Better Dealer Network was a point of concern for the customers

Ques. 11After Sale Service

Data Table

No. Of Responses Yes No

37
 52 40 12

Graphical Representation

Yes
No

40

Qualitative Analysis:-

This was also an important factor that people considered before buying the customer

Ques. 12 Out of 10 how much would you give to Ford Endeavour & Toyota Fortuner

Data Table

No. Of Responses More than Ford Less than Ford Endeavour

Endeavour
52 40 12

38
Graphical Representation

40

20
Series1
0 Series1
yes no

Qualitative Analysis: -

Most of the Customers gave more marks to Ford Endeavour over Toyota FortunerQues.13

Would you suggest Ford Endeavour to your known ones?

Data Table

No. Of Response Yes No

52 44 8

Graphical Representation

yes
44 no

Qualitative Analysis

The customers were very interested to suggest Ford Endeavour to their known ones.

Ques. 14 Do you agree that Ford Endeavour offers value for money

39
Data Table

No. Of Response Yes No

52 42 10

Graphical Representation

no

Series1

yes

0 20 40 60

Qualitative Analysis

Customers do agree with the fact that Endeavour does offer true value for money.

40
 CHAPTER-5

Findings

 In terms of looks Fortuner is better than Endeavour but when it comes to features &

power, which are required perquisites of an SUV, it is Endeavour that takes the Lead.

 According to the survey I have come to conclusion that overall Ford Endeavour is better

in features and a real SUV.

 Ford Endeavour has much better &higher ground clearance to make the car more

compatible to the rougher road surface in India.

 Location of horn buttons on the steering vehicles makes it a pleasure for the driver. (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.)

 Most of the customers are happy after buying Ford Endeavour and even they opted

Endeavour after knowing that Fortuner is available because they have already checked

the performance and also they had taken advice of experts.

 Most of the customers told that if option of 4*4 would available in manual also.

41
 CHAPTER-6

Recommendations

 Ford Endeavour 4*4 should come with manual transmission as well.

 As far recommendations are concerned, I would like to throw light upon one

aspect is that the Sales Consultant need to polish their skill as far vehicle like

Endeavour are concerned , Consultant are very good with customers of Ford

Figo, Fiesta &Ikon. But they need to be little more smart while selling an

Endeavour.

 Many of the Customers bought Endeavour because its delivery period is very

good. Hence, company need to maintain that.

 Few customers were quite happy with the fact that the After Sale Service of

Ford is very good. So, company should just stick with their standards.

 Ambiance of showrooms needs to be improved.

42
Bibliography

 salujaford.in

 india.ford.com

 cardekho.com

 wikipedia.org

 ford.com

 autocar magazine

 Toyota & Endeavourbrouchers

43
 Questionnaire

Ques. 1 : Do you own any other SUV apart from Ford Endeavour?
__________________________________________

Did you consider following factors while buying Ford Endeavour,

Knowing that ToyotaFortuner is available in market.

Ques. 2 :Features Availability

Yes No

Ques. 3 :Option of 4*2

Yes No

Ques. 4 : Referred by someone

Yes No

Ques. 5 :Road/Market Presence

Yes No

44
Ques. 6 :Brand Value

Yes No

Ques. 7 :Price

Yes No

Ques. 8 :Availability Issue

Yes No

Ques. 9 :Maintenance
Yes No

Ques. 10 :Dealer Network

Yes No

Ques 11 : After Sale Service

Yes No

Ques. 12 : Out of 10 how much you give to:

Ford Endeavour ToyotaFortuner

Ques 13 : Would you suggest Ford Endeavour to your known one’s

45
 Yes No

Ques. 14 : Do you agree that Ford is offering value for money?

Yes No

Ques 15 : Anyone you would like to suggest us, who is looking

for Ford Endeavour

46