1
“A STUDY ON CONSUMER SATISFACTION IN
FORD MOTORS”
PROJECT REPORT
Submitted by
SWARAN SING M B
Register No: 0!00"#$$0$%
in partial fulfillment for the award of the degree
of
MASTER OF BUSINESS ADMINISTRATION
in
&UMAN RESOURCES MANAGEMENT'
MAR(ETING MANAGEMENT
GNANAMANI INSTITUTE OF MANAGEMENT STUDIES
PAC&A)*#%+ 0"!
JUNE*,0""
GNANAMANI INSTITUTE OF MANAGEMENT
STUDIES
PAC&A)*#%+ 0"!
Department of Management Studies
2
PROJECT WOR(
JUNE ,0""
This is to certify that the project entitled
“A STUDY ON CONSUMER SATISFACTION IN
FORD MOTORS”
is the bonafide record of project work done by
SWARAN SING M B
Register No: 0!00"#$$0$%
of MBA !uman "esources Management# Marketing Management$ during the
year 2%%&'2%11
( )(((((((((((((((((((((((( )(((((((((((((((((((((((((((((((((((
*roject +uide !ead of the Department
Submitted for the *roject',i-a ,oice e.amination held on)))))))))(
))))))))) (((())))))))
/nternal 0.aminer 0.ternal 0.aminer
1
DEC)ARATION
I afrm that the project work titled “A STUDY ON CONSUMER
SATISFACTION IN FORD MOTORS” being submitted in partial fulfllment for
the award of MBA is the original work carried out by me. It has not formed
the part of any other project work submitted for award of any degree or
diploma, either in this or any other uniersity.
Signature of the 2andidate$
S3A"A4 S/4+ M B
"egister 4umber5 %&6%%1788%81
/ certify that the declaration made abo-e by the candidate is true
Signature of the +uide$
Mr(, *A9: S9DA!A"$
:ecturer (Dept( of Management Studies
+nanamani /nstitute of Management Studies
;
AC(NOW)EDGEMENT
Any work would be incomplete without the e.tension of gratitude to all those
associated directly or indirectly with this work(
My deep sense of gratitude and sincere thanks to our 2hairman Dr( T(
A"A4+A44A: and 2hairperson Smt( *( MA:A:004A +nanamani +roup of
institutions< 4amakkal$ for pro-iding us a chance to undergo the course Master of Business
Administration in their college(
/ e.tended my sincere thanks to our *rincipal Dr( ,( BAS=0" +nanamani 2ollege
of Technology< 4amakkal$ for pro-iding great opportunity to undergo the project work(
/ would like to thank our !ead of the Department Mr( S( Suresh =umar +nanamani
2ollege of Technology< 4amakkal$(
/ e.tended my sincere thanks to my internal guide Mr( , *aul Sudahar :ecturer(
Dept (of management studies< +nanamani /nstitute of management Studies< 4amakkal$< for
being a constant source of encouragement< inspiration and support to me during my project
work(
/ would like to thank to all consumers for gi-ing me the opportunity to collect the
data and the dealers of >?"D M?T?"S< Thrissur(
/ am also thankful to all staff members of MBA department who ga-e me necessary
details and e.tended all facilities to complete the *"?@02T "0*?"T(
/ would like to thank all friends and well wishers whose ideas critical insights and
suggestions ha-e been -aluable in the preparation of the A*"?@02T "0*?"TB(
*lace5 Mr( S3A"A4 S/4+ M B$
Date5
8
7
ABSTRACT
2ustomer satisfaction is a concept that more and more companies are putting at the
heart of their strategy< but for this to be successful< theyCre needs to be clarity about what
customer satisfaction means and what needs to happen to dri-e impro-ement(
Market sur-ey is the process of collecting and analyDing information about the
customers we want to reach< called target market( This information pro-ides us with the
business intelligence we need to make informed decisions( Market research can help us create
a business plan< launch a new product or ser-ice< fine tune our e.isting products and ser-ices<
e.pand into new markets< de-elop an ad-ertising campaign< set prices< andEor select a
business location(
A market sur-ey is an important reFuirement for initiating any successful business(
The objecti-e of a market sur-ey is to collect information on -arious aspects of the business(
Market research can help us to identify5
• +rowth trends in business sector
• SiDe of target market
• Best location for business
• !ow business stacks up against the competition
• >actors that influence buying decisions
• Degree of demand for a product or ser-ice
• The types of features or special ser-ices they want
• 3hat they like and dislike about a product or ser-ice
• !ow they use your product or ser-ice
G
This study is aiming the total market of consumer durable goods and the position of
>ord Motors in the specific market( The study helps the company to judge the Fuality and
de-elopments needed by customers(
)IST OF TAB)ES
TAB)E
NO:
PARTICU)ARS
PAGE
NO:
1(G(1 Ser-ice *rofit 2hain
6
2(1(1
Automobile 0.port 4umbers 2%
1(1
Age group
26
1(2
?ccupation
2&
1(1
Major brands of >ord bought by consumers
1%
1(;
Most important features of >ord cars 11
1(8
2onsumers perception about dri-ing 12
1(7
2onsumers perception about -ehicleCs mileage
11
1(G
4umber of people who recommend >ord cars
18
1(6
About >ordCs customer ser-ice
17
1(&
4umber of response of customers towards the products
1G
1(1%
4umber of customers who recei-e the product on deli-ery time
16
1(11
The number of customers who satisfyEnot satisfied with the after sales
ser-ice
;%
1(12 2onsumerCs e.perience at show room
;1
1(11 Test dri-e offered
;1
1(1; Satisfaction of usage of ford cars
;;
1(18 "epeat purchase of ford cars
6
;8
)IST OF FIGURES
C&ART
NO:
PARTICU)ARS
PAGE
NO:
1(1
Age group
26
1(2
?ccupation
2&
1(1
Major brands of >ord bought by consumers
1%
1(;
Most important features of >ord cars 11
1(8
2onsumers perception about dri-ing 12
1(7
2onsumers perception about -ehicleCs mileage
1;
1(G
4umber of people who recommend >ord cars
18
1(6
About >ordCs customer ser-ice
1G
1(&
4umber of response of customers towards the products
16
1(1%
4umber of customers who recei-e the product on deli-ery time
1&
1(11
The number of customers who satisfyEnot satisfied with the after sales
ser-ice
;%
1(12 2onsumerCs e.perience at show room
;2
1(11 Test dri-e offered
;1
1(1; Satisfaction of usage of ford cars
;;
1(18 "epeat purchase of ford cars
;7
C&APTER*I
&
INTRODUCTION
"-" INTRODUCTION ABOUT T&E STUDY
A market sur-ey is a research techniFue used to gather consumer preferences and
purchase intent of a companyHs products and ser-ices within a geographical area( Market
sur-eys are e.tremely important because companies learn what their customers like and
dislike about their products and ser-ices( *rimary research in-ol-es collecting original data
about the preferences< buying habits< opinions< and attitudes of current or prospecti-e
customers( This data can be gathered in focus groups< sur-eys< and field tests( Secondary
research is based on e.isting data from reference books< magaDines and newspapers< industry
publications< chambers of commerce< go-ernment agencies< or trade associations( /t yields
information about industry sales trends and growth rates< demographic profiles< and regional
business statistics(
2ustomer satisfaction is a concept that more and more companies are putting at the
heart of their strategy< but for this to be successful< theyCre needs to be clarity about what
customer satisfaction means and what needs to happen to dri-e impro-ement(
"-, NEED FOR STUDY
/ncreasing competition< e-er growing market< easy a-ailability of the finances and
increasing population of young e.ecuti-es< with huge disposable incomes< o-er the past few
1%
years has substantially increased the sales in the automobile industry( Also< the competition
among the dealers of the products has increased with each trying to ma.imiDe their customer
base( This makes it imperati-e for the dealers to pro-ide the best of the ser-ices and e.ceed
the customer e.pectations to achie-e customer delight and loyalty(
The study tries to understand the key ser-ice parameters and reflect upon the
dysfunctional areas< thus pro-iding the dealer with an insight into the le-el of customer
satisfaction and changing trends of the customer e.pectations(
"-% OBJECTI.E OF T&E STUDY
To study and understand the key ser-ice parameters using 2ustomer Satisfaction and
reflect upon the low performing areas5
11
• To study about the customer satisfaction on the ser-ices pro-ided by the dealers(
• To study the opinion of the owners of cars regarding its features like mileage< price
etc(
• To study the effect of ad-ertisement on the customers to promote the product(
• To study the customer satisfaction with usage of their cars(
• To study the information resources that the customer using before purchasing the car(
"-/ SCOPE OF T&E STUDY
• The research measures the e.periences of customers(
12
• Defines and analyses the e.periences based on key deli-erables(
• +ains insights into 2ustomer e.pectations(
"-$ )IMITATIONS
11
The study is restricted in scope of owing to the following limitations5
? Due to constraint of time only city of Thrissur is selected and so it cannot claim to be
a comprehensi-e study of the population(
? The sample siDe is restricted to 1%% respondents(
"-# RESEARC& MET&ODO)OGY
1;
*reliminary stage of study' a pilot sur-ey< personal inter-iew of sales consultants<
potential customers and e.isting customer numbering 2% was conducted to arri-e at key
deli-erables which would ensure customer satisfaction( The research tool Fuestionnaire$ was
designed by inducing the -arious Fueries< based on the key deli-erables< which would reflect
the customer satisfaction(
The research was based on a study of a sample< siDed 1%%< using simple random
sample selected from the e.isting database of >ord( The research included collection of data
from the primary sources using the research tool Fuestionnaire$( >inal stage was to analyDe<
interpret and draw conclusions from the data collected-
D0te So1r2es:
Pri30r4 D0t0:
The data is collected directly from each and e-ery customer(
Pi5ot S1r6e4
A pilot sur-ey was conducted to understand the factors< which would positi-ely
influence the customer( *ersonal /nter-iews totaling 2% were conducted for the sales team<
potential customers and the e.isting customers of >ord( The factors scoring high in the
inter-iews were considered to be the key deli-erables(
S1r6e4 Rese0r27:
The research was done to learn about peopleCs preferences and satisfaction of the >ord
customer(
Rese0r27 Too5:
18
81estio990ire :;ri30r4 too5* 0tt0273e9t "<
/nter-iew through Fuestionnaire method was employed for the research
purpose( The Fuestionnaires were indi-idually administered to each customer to ensure
minimum scope for faulty data entry and error of understanding( This method also ga-e the
inter-iewer the scope of entering into a dialogue and understanding the customerCs perception
better(
The Fuestionnaire tried to capture the responses of the customers mainly on the
key deli-erables< deri-ed from the pilot sur-ey conducted< and a few Fuestions ha-e been
included to gauge the le-el of satisfaction and to gain insight into customer e.pectations(
U9str12t1re= i9ter6ie>
The inter-iew complemented the primary research tool and helped del-er into
details of responses pro-ided by the customers( This not only -alidated the responses of the
customers but also helped the inter-iewer understand the e.pectations of the customers(
S03;5i9g U9it: /n this study the sampling unit used is the e.isting customer base of
>ord( Selection is made from the list of 2ustomers during the last one year(
S03;5i9g Si?e: Sample siDe was chosen to be 1%%(
S03;5i9g Pro2e=1re: Simple "andom Sampling(
/n simple random sampling< each member of the target population has the same
chance of being selected for participation in the study( >or a sample to truly be a simple
random sample we need to de-elop a list or sampling frame that includes almost all of the
population< then from this we randomly pull names from the sampling frame using some kind
of random method such as a random number table or a random number generator( >inally<
numbers are assigned to all members of the population and pull the names of those members
whose numbers are pulled from the table or generator(
The biggest ad-antage to a simple random sample is that we get a pretty good
unbiased sample fairly easily( The biggest downside is that we may not get all elements of the
population that are of interest(
"-+ RE.IEW OF )ITERATURE
17
Co92e;t I=e9ti@i20tio9*
As organiDations become increasingly customer focused and dri-en by demand< the
need to gain customer loyalty and retain their loyalty is critical( 2ustomer satisfaction is the
most effecti-e way to achie-e customer loyalty( 2ustomer satisfaction and customer loyalty
share many similar traits( 2ustomer -alue is the customerCs perception of the ratio of benefits
to what he or she gi-es to obtain those benefits( The customer ,alue Triad is a framework
used to understand what it is that customers want( The framework consists of three parts5 1$
percei-ed product Fuality< 2$ -alue'based pricing< and 1$ percei-ed ser-ice Fuality(
2ustomers are satisfied< when -alue meets or e.ceeds e.pectations( /f their
e.pectations of -alue are not met< there is no chance of satisfying them( >iguring out what the
customers want< howe-er< is a difficult and comple. process( To be able to create and deli-er
customer -alue is important to understand its components( ?n the most basic le-el< -alue
from a customerCs perspecti-e is the ratio of benefits to the risks being taken while buying the
product(
CUSTOMER SATISFACTION
AN INSIG&T
According to !arold 0 0dmondson A 2ustomer SatisfactionB seems to appear in
print more freFuently than any other catch phrase used to describe a new found magic for
industrial success( Before we proceed in to the study of the dynamics of 2ustomer
Satisfaction it is important to know about< who a customer is and what satisfaction really
means(
W7o re0554 is 0 C1sto3erA
The Fuestion of defining who your customers are seems fairly easy particularly if
you ha-e segmented your market properly and understand who you are trying to
satisfy( !owe-er subtlety that freFuently goes undetected by many firms is that is that
customer set can be di-ided into two parts< the apparent customer and the user( The apparent
customer is the person or group of people who decide what product to buy and basically ha-e
control o-er the purse strings( The user is a person or group who physically uses the product
or is the direct recipient of a ser-ice(
1G
3hat does satisfaction really meanI
As in defining customer abo-e< defining satisfaction also appears
simple( !owe-er as with customer there is a subtlety that needs addressing( Satisfaction by
most definitions simply means meeting the customerCs reFuirement(
2ustomer satisfaction is a concept that more and more companies are putting at
the heart of their strategy< but for this to be successful theyCre needs to be clarity about< what
customer satisfaction means and what needs to happen to dri-e impro-ement( 3ithout this<
there is a risk that customer satisfaction becomes little more than a good intention< with
confused objecti-es failing to address the real issues for customers< one helpful way to look at
the problem is to rephrase the objecti-es5 set the sights on helping the customers meet their
goals(
2ustomer satisfaction can be defined in many different ways( >inding the right
way for a company depends on understanding your customer and on ha-ing a clear -ision of
the role that customer satisfaction is to play in the strategy( >or e.ample< a focus on customer
satisfaction can work alongside e.isting segmentations to support re-enue generation from
high -alue customers or it can be a company'wide objecti-e rooted in the brand -alues( >or
the former< it may be sufficient to focus on impro-ing customer ser-ice< but for the latter a
broader definition of customer satisfaction is necessary< closer akin to corporate reputation(
3hate-er the strategy for customer satisfaction< it must at least include
getting the basics right( >ailing to achie-e this can destroy the reputation as well as losing
-aluable customers( 0-ery customer< regardless of their economic worth to the business< has
the power to influence J positi-ely or negati-ely J a companyCs reputation( ?nce the
objecti-es for the customer satisfaction strategy are defined there are a number of steps we
can take to make sure the focus on customer satisfaction is effecti-e(
B1i5=i9g 0 2o3;094 0ro19= C1sto3er S0tis@02tio9 *
3ith the increase in customerCs demands and competition it has become a lot
more important to base the entire company on customer ser-ice( 3hen doing this one must
first realiDe that e-ery member of an organiDation plays an acti-e role in customer
ser-ice( This includes both e.ternal customers and internal customers within a company(
16
2ustomer focused organiDations focus both on customer satisfaction and
profit( Achie-ing customer satisfaction generates the profit( /n these organiDations top
management has freFuent contacts with e.ternal customers( The top management uses
consultati-e< participati-e< and supporti-e management styles to get through to the
customer( The staff focuses all of its attention on satisfying the customerCs needs( !owe-er<
the managementCs job is to pro-ide the staff with support necessary to achie-e these
goals( The other department and staff in the organiDation that do not ha-e direct contact with
the e.ternal customers deal e.clusi-ely with internal customer satisfaction(
T7e I9@51e92e o@ t7e s05es;erso9 i9 C1sto3er S0tis@02tio9*
/n an article titled< AThe influence of salesperson selling beha-ior on
customer satisfaction with products<B Brent +(+off and @ames S( Boles e.amine the effects of
non'product related construct on customer satisfaction with major retail purchases such as
automobiles( The article states that salespersonCs selling orientation' customer orientation
S?2?$ will affect not only consumer satisfaction with the salesperson and dealer< but also
indirectly< satisfaction with the product or manufacturer(
/n the perspecti-es of both the retailer and the manufacturer< customer
satisfaction represents an important issue because it relates to se-eral desirable
outcomes( 2ustomer satisfaction leads to future purchases< and repeated purchases of the
same product from the same source( /n other words< it helps a firm retain its present
customers and build loyalty( By helping a buyer obtain product information and pro-iding
guidelines about what should be e.pected during the buying process and use of a product< a
salesperson may influence customer e.pectations concerning the product( Thereby this may
reduce the likelihood of dissatisfaction +rewal and Sharma< 1&&1$( A successful salesperson
tailors to the needs of each indi-idual customer( By being customer'oriented< a salesperson is
likely to identify with needs of the customer< enabling the salesperson to match his or her
presentation to those reFuirements of the customer(
I9ter905 30rBeti9g C 7o> it 0@@e2ts C1sto3er S0tis@02tio9 C
Successful companies make e-ery effort to ensure satisfaction to their
customer by focusing all organiDational efforts of the company on pro-iding superior
customer ser-ice( By doing this these companies hope to retain their e.isting customers and
attract new ones( ?nly angle of customer satisfaction commonly o-erlooked is the internal
aspect(
1&
The internal customer or employee plays a -ital role in achie-ing
customer satisfaction and loyalty( Some firmCs do not understand that the treatment of internal
customers becomes the e.ternal customersC perception of the company( A firmCs employees or
other departments within the organiDation make up its internal customers( Their job
performance affects the firmCs ability to deli-er superior product and customer ser-ice
Boone and =urtD< 1&&&$( 3hen a firmCs employees are happy at work< their o-erall attitude
and performance towards the customer enhances tremendously( /nternal marketing helps
members or employees of an organiDation understand and fulfill their roles in implementing
its marketing strategy( /nternal marketing not only keeps employees happy< it also shows
them how their actions affect the firmCs ability to achie-e customer satisfaction(
C1sto3er S0tis@02tio9 0s ;0rt o@ Ser6i2e Pro@it C70i9:
A !ar-ard Business "e-iew article outlines the internal process reFuired to dri-e
growth and increase profitability( The article describes the ways in which ser-ice Fuality
contributes to success< outlining the steps in the ASer-ice'profit chainB5
Table 1(G(1
Pro@it0Di5it4 E Gro>t7
2ustomer
yalty
2ustomer Satisfaction
,alue
0mployee *roducti-ity
0mployeeyalty
/nternal Kuality
:eadership
UNDERTA(ING T&E (EY FACTORS
&1309 i9ter02tio9
2%
2ustomer ser-ice is a task< other than proacti-e selling< that in-ol-es interactions
with customers in person< by telecommunications< or by mails( /t is designed< programmed
and communicated with two goals in mind5 operational efficiency and customer satisfaction(
A typical categoriDation of the ser-ices based on who performs the action within the
ser-ices cape can be
1( Self'ser-ice customer only$' ATM< Mo-ie Theater
2( /nterpersonal ser-ices'banks< restaurants
1( "emote ser-ices employee only$ J telephone mail order desk(
The superiority of the product has to be complemented with a high Fuality of ser-ices<
which gi-es a competiti-e edge to the organiDation( A high standard of ser-ice is what sets
apart one organiDation from another< and ultimately attracts the customer to the doorsteps(
Ser-ices at the showroom fall in the second category where there is a high
comple.ity of interaction and hence it becomes necessary for the personnel to be adept in
responding to the customer cogniti-ely< emotionally and psychologically(
The -arious aspects and characteristics of ser-ice pro-ision< which ha-e been taken
into consideration of a customer care teamE sales consultant are
1( *oliteness
2( 2ourteousness
1( *roduct knowledge
;( *rocess knowledge
8( 2ommunication skills
7( "esponsi-eness and supporti-eness(
Pro=12t i9@or30tio9
2onsumers obtain information about products and ser-ices from personal sources
friends and e.perts$ and from the non'personal sources mass and selecti-e media$(
21
3hen purchasing goods< consumers employ both personal and non'personal sources
since both effecti-ely con-ey information about search Fualities(
This is especially true for high in-ol-ement products such as cars< two'wheelers<
durables etc(
Mass media can con-ey information about search Fualities but can con-ey a little
about e.perience Fualities( Also< mass media cannot elaborate on the finer aspects and hence
it becomes imperati-e for a showroom to pro-ide the complete information about the product<
pricing and the offers(
The showroom can pro-ide information by adopting the below mentioned list
1( Broachers< leaflets and pricelists J easy reference and handy(
2( Sales consultant
1( Test dri-e J hands'on e.perience(
Broachers< leaflets and pricelist are the basic sales tools< which elaborately gi-e the
product specifications< promotional offers and schemes at hand and the pricing of -arious
models at display(
Sales consultant has to be knowledgeable to understand the nuances of the
specification and should be able to con-ey the same to the prospecti-e customers( The sales
consultant handles the -arious Fueries technical and commercial$ and clears the impending
doubts of the inFuisiti-e customer(
Test dri-e J the last part in pro-iding information to the customer and gi-es the
customer a hands J on e.perience of the product performance
Ti3e 09= Pro3;t9ess-
?ne of the factors< which has to match the eagerness and the enthusiasm of the
customer is Fuick and prompt deli-ery of the ser-ice(
22
After the customer has made a decision to go ahead with the purchase the ne.t logical
seFuence of steps would be a process the reFuired documents< book the order< confirm the
order< inform the customer about the date of deli-ery and prepare the reFuired documents for
the deli-ery of the -ehicle(
?rder booking'This is the process where the onus lies completely on the personnel
dealing with the customer( The customer has to be gi-en the right information regarding the
documents< time taken to process the documents and close the deal(
/t is also the responsibility of the -arious departments in-ol-ed to pro-ide a Fuick
ser-ice to ensure that the customer has a good and satisfying e.perience(
Deli-ery on date and time' once the product is deli-ered it can be assumed that a
sale has been done( The paper work to be carried out has to be done at a Fuick pace( This can
be obser-ed in the responses of those 28L of customers who reported a slack in the deli-ery
process( De-iation from promised date and time can lead to a lot of incon-enience to the
customers< thereby leading to a bad e.perience(
Co9siste924
A4othing is consistent by change(B
2onsistency is a matter of e.perience( The e.pectation of ser-ice grows from e-ery
e.perience the customer has during the sales process( >or eg(< the customer would e.pect the
same responsi-eness from the sales person during the order processing as it was during the
pre'sales< any aberration would create a sense of insecurity and would thereby breach the
bond of trust established between them(
/nconsistency in ser-ice is caused by e-er changing e.pectations of the customer( This
poses a challenge of maintaining the Fuality of ser-ice in e-ery AencounterB( The
e.pectations are not just related to the profile of the customer but also to the occasion and
moods< ser-ice firms find it difficult to meet the e.pectations of the customers all the time
without affecting the Fuality of ser-ice(
>urthermore< the characteristic of perish ability makes the ser-ice non'
storable( They e.ist while they are being deli-ered E consumed( This poses the management<
problem of managing the match and capacity planning(
/n the analysis we ha-e chosen to analyDe the consistency maintained in offering
ser-ices relating to the human interaction as well as the processing of the documents( This
21
becomes important in the light of these ser-ices being offered in pre'sales and post sales
scenario< and gauging the consistency le-els at these two stages gi-es a fair idea of the
consistency maintained in the ser-ices offered(
2onsistency in human interaction is obser-ed in the pre'sales< order processing and
post sale stages(
Co96e9ie92e
The objecti-e of the customer care personnel is to pro-ide con-enient and
comfortable ser-ice and not to push the customer to make the purchase( 3hile basic facilities
are made a-ailable< the customer care personnel ha-e to make sure that customer doesnCt feel
any incon-enience while the sales process is on(
2on-enience does not only refer to the physical comforts such as seating<
a-ailability of rest rooms etc( but also to mental con-enience a in helping out the customer to
reach a decision< pro-iding rele-ant information to the customer for e-aluating the -arious
options< making sure that it is one'stop shop additional accessories being made a-ailable like
stereo systems< re-erse gear buDDers etc($ e.plain the basic functionally of the product etc(
/t is helpful to offer customers information in printed formM good signing is -ery
important at ser-ice deli-ery points and on self'ser-ice eFuipment( The customer care
personnel ha-e to make the first mo-e and approach the -isitors instead of making the
-isitors ask for some guidance( The -isitors ha-e to be communicated how to use and how
not to use the facilities at offer(
The concentration has been focused on checking the con-enience of the customers on
aspects such as
1( Timings
2( Test dri-e
2;
1( A-ailability of accessories
;( Sufficient fuel to reach the nearest petrol station
8( 3ide range of finance options made a-ailable at the showroom
7( /mparting the basic mechanical functionalities of the car(
C&APTER*II
INDUSTRY PROFI)E AND COMPANY PROFI)E
,-" INTRODUCTION ABOUT T&E INDUSTRY
28
A1to3oDi5e I9=1str4 &istor4
/n the year 1G7&< a >rench engineer by the name of 4icolas @( 2ugnot in-ented the
first automobile to run on roads( This automobile< in fact< was a self'powered< three'wheeled<
military tractor that made the use of a steam engine( The range of the automobile< howe-er<
was -ery brief and at the most< it could only run at a stretch for fifteen minutes( /n addition<
these automobiles were not fit for the roads as the steam engines made them -ery hea-y and
large< and reFuired ample starting time( ?li-er 0-ans was the first to design a steam engine
dri-en automobile in 9(S(
A Scotsman< "obert Anderson< was the first to in-ent an electric carriage between
1612 and 161&( !owe-er< Thomas Da-enport of the 9(S(A( and Scotsman "obert Da-idson
were amongst the first to in-ent more applicable automobiles< making use of non'
rechargeable electric batteries in 16;2( De-elopment of roads made tra-elling comfortable
and as a result< the short ranged< electric battery dri-en automobiles were no more the best
option for tra-elling o-er longer distances(
The Automobile /ndustry finally came of age with !enry >ord in 1&1; for the bulk
production of cars( This lead to the de-elopment of the industry and it first begun in the
assembly lines of his car factory( The se-eral methods adopted by >ord< made the new
in-ention that is< the car$ popular amongst the rich as well as the masses(
According the !istory of Automobile /ndustry 9S< dominated the automobile markets
around the globe with no notable competitors( !owe-er< after the end of the Second 3orld
3ar in 1&;8< the Automobile /ndustry of other technologically ad-anced nations such as
@apan and certain 0uropean nations gained momentum and within a -ery short period<
beginning in the early 1&6%s< the 9(S Automobile /ndustry was flooded with foreign
automobile companies< especially those of @apan and +ermany(
The current trends of the +lobal Automobile /ndustry re-eal that in the de-eloped
countries the Automobile /ndustries are stagnating as a result of the drooping car markets<
whereas the Automobile /ndustry in the de-eloping nations< such as< /ndia and BraDil< ha-e
been consistently registering higher growth rates e-ery passing year for their flourishing
domestic automobile markets(
27
T7e Wor5= A1to3oDi5e I9=1str4 is t1r9e= to t7e =e6e5o;i9g 30rBets-
3ith the de-eloped markets almost saturated< the 3orld Automobile /ndustry is now
focused on the de-eloping markets of South America and Asia< and 0astern 0urope with
special emphasis on B"/2 BraDil< "ussia< /ndia< and 2hina$(
As per the reports of the /nternational ?rganiDation of Motor ,ehicle Manufacturers or
?/2Athe association of the companies in-ol-ed in 3orld Automobile /ndustry$< for the
fiscal end in 2%1%< the automobile manufacturers in the 9(S( ha-e been o-ertaken by those in
@apan< in terms of the total -olume of automobile units manufactured worldwide(
!owe-er< the struggling +eneral Motors of the 9(S( still remain the worldwide
leaders of the 3orld Automobile /ndustry< ahead of the rapidly growing Toyota Motor
2orporation of @apan< by a substantial margin(
Me0s1res to De 0=o;te= D4 g5oD05 5e0=ers o@ t7e Wor5= A1to3oDi5e I9=1str4-
Se-eral significant economic measures are being considered by the major players of
the 3orld Automobile /ndustry in order to make a smooth entry into the markets of the
de-eloping countries< and to make a name for themsel-es( The effecti-e measures include5
• "educing the selling prices of the automobiles manufactured in their factories
• /mpro-ing the le-els of after'sales ser-ices to keep customers satisfied
• ?pening manufacturing factories in the de-eloping nations< to reduce effecti-e costs
of production as well as sa-ing shipping charges< and enhancing prompt deli-ery of
automobile units(
A1to3oDi5e I9=1str4 Tre9=s
/n keeping with the A1to3oDi5e I9=1str4 Tre9=s< the leading automobile
manufacturers are turning to the Asian markets that appear set to grow immensely o-er the
ne.t decade( The automobile markets in the 9(S(< 0urope and the @apan ha-e almost matured
2G
as a result of saturation and appear set to decline through the ne.t decade( /n contrast< the
automobile markets spread o-er the entire Asian continent with the e.ception of @apan$< are
constantly increasing in siDe and will be the destination for most of the globally leading
automobile manufacturers(
The A1to3oDi5e I9=1str4 Tre9=s re-eal that the emerging markets of the
de-eloping nations of Asia especially 2hina< and /ndia are backed by their huge population
growth rate< to add to the growing national economy of these two nations(
The rapid growth of the national economy of the B"/2 countries including BraDil<
"ussia< /ndia< and 2hina$ has enabled a growing section of the population of these countries
to purchase automobiles( +lobal sur-eys conducted recently re-eal that within the ne.t ten
years< these emerging automobile markets will account for nearly a whooping &% percent of
the global automobile sales growth( As a result of this< leading Automobile manufacturers of
the world are setting up factories in the emerging markets< in order to ser-e the potential
consumers better as well as reduce manufacturing and shipping costs( /n addition< these
arrangements are enabling the leading global automobile manufacturers to compete with the
local automobile manufacturers< which were flourishing in the absence of Fuality
competition(
The prosperity of the national economy is reflected in the rising per capita income of
the de-eloping nations( Therefore< increasing +ross Domestic *roduct and per capita income
ha-e raised the purchasing ability of the population that constitutes these emerging markets(
As a growing percentage of the population in the de-eloped nations age rapidly< in
comparison to the rest of the world< these aging numbers necessitate automobiles to fit the
physiological change of the world population(
T7e E3ergi9g I9=i0 A1to3oDi5e M0rBet-
The I9=i0 A1to3oDi5e M0rBet is a promising industrial sector that is growing
immensely e-ery passing year( The passenger cars are referred to< through the use of the word
26
Nautomobile(N The whooping growth e.perienced by the /ndian Automobile Market in the last
financial year itself that is the financial year end in >ebruary< 2%11 was -ery close to a 16
percent o-er the pre-ious fiscal( This statistical fact is a glittering e.ample of the potential of
the growing Automobile /ndustry in /ndia(
As per the sur-ey conducted by the Society of /ndian Automobile Manufacturers< the
total number of automobiles manufactured by the Automobile /ndustry in /ndia< throughout
the financial year 2%1%'11< was -ery close to the 18(8 lakh 1(8 million$ margin( The huge
of number of automobiles manufactured by the Automobile /ndustry in /ndia was an
enormous growth upon the number of automobiles manufactured during the pre-ious fiscal
that ended in 2%1%(
The total number of cars that were e.ported from /ndia was -ery close to the 8(% lakh
8(% hundred thousand$ margin< an encouraging sign for the Automobile /ndustry in /ndia(
The e.port of cars manufactured in /ndia comprised nearly 11 percent of the total number of
cars manufactured domestically by the Automobile /ndustry in /ndia(
The /ndia Automobile Market looks set to prosper< largely due to the growing market
for automobiles that is de-eloping in /ndia( /n the financial year that ended in >ebruary< 2%%&<
the /ndian automobile markets were the fastest growing in the world< with the registered
growth rate touching nearly 2% percent(
The Automobile /ndustry in /ndia mainly comprises of the small car section< which
enjoys nearly a 2E1rd market share of the entire market for automobiles in /ndia( /n this
respect< the /ndian markets are the largest in the world for small cars< behind @apan(
The /ndian passenger car market which ranks amongst the largest in the world< is
poised to become e-en larger and enter the top fi-e passenger car markets in the world in the
ne.t decade(
I9=i0 A1to3oDi5e I9=1str4
>ollowing /ndiaHs growing openness< the arri-al of new and e.isting models< easy
a-ailability of finance at relati-ely low rate of interest and price discounts offered by the
2&
dealers and manufacturers all ha-e stirred the demand for -ehicles and a strong growth of the
/ndian automobile industry(
The data obtained from ministry of commerce and industry< shows high growth
obtained since 2%%1' %2 in automobile production continuing in the first three Fuarters of the
2%%;'%8( Annual growth was 17(% per cent in April'December< 2%%;M the growth rate in 2%%1'
%; was 18(1 per cent the automobile industry grew at a compound annual growth rate
2A+"$ of 22 per cent between 1&&2 and 1&&G(
3ith in-estment e.ceeding "s( 8%<%%% crore< the turno-er of the 01to3oDi5e
i9=1str4 e.ceeded "s( 8&<816 crore in 2%%2'%1( /ncluding turno-er of the auto'component
sector< the automoti-e industryHs turno-er< which was abo-e "s( 6;<%%% crore in 2%%2'%1< is
estimated to ha-e e.ceeded "s(1<%%<%%% crore 9SD 22( G; billion$ in 2%%1'%;(
A1to3oDi5e De05ers Net>orB i9 I9=i0
/n terms of 2ar dealer networks and authoriDed ser-ice stations< Maruti leads the
pack with Dealer networks and workshops across the country( The other leading automobile
manufactures are also trying to cope up and are opening their ser-ice stations and dealer
workshops in all the metros and major cities of the country( Dealers offer -arying kind of
discount of finances who in tern pass it on to the customers in the form of reduced interest
rates(
M0For M091@02t1rers i9 A1to3oDi5e I9=1str4
• Maruti 9dyog :td(
• +eneral Motors /ndia
1%
• >ord /ndia :td(
• 0icher Motors
• Bajaj Auto
• Daewoo Motors /ndia
• !ero Motors
• !industan Motors
• Mahindra Motors
• !yundai Motor /ndia :td(
• "oyal 0nfield Motors
• Telco
• T,S Motors
• D2 Designs
• Swaraj MaDda :td
+o-ernment has liberaliDed the norms for foreign in-estment and import of technology
and that appears to ha-e benefited the automobile sector( The production of total -ehicles
increased from ;(2 million in 2%%8'%7 to G(1 million in 2%%7'%G(
The industry has adopted the global standards and this was manifested in the increasing
e.ports of the sector( After a temporary slump during 2%%G' 2%%6 < such e.ports registered
robust growth rates of well o-er 8% per cent in 2%%6'%& and 2%%&'1% each to e.ceed two and'
a'half times the e.port figure for 2%%7'%G(
A1to3oDi5e EG;ort N13Ders
Table 2(1(1
C0tegor4 ,00*,0"0 ,0"0*""
11
*assenger 2ar 28;76 121;G6
Multi 9tility ,ehicles 278; 16&2
2ommercial ,ehicles 1%1%6 1&&11
Two 3heelers 1%%%%2 287G78
Three 3heelers 21116 81818
Per2e9t0ge Gro>t7 "#-# %,-!
T&E (EY FACTORS BE&IND T&IS UPSWING
Sales incenti-es< introduction of new models as well as -ariants coupled with easy
a-ailability of low cost finance with comfortable repayment options continued to dri-e
demand and sales of automobiles during the first two Fuarters of the current year( The risk of
an increase in the interest rates< the impact of delayed monsoons on rural demand< and
increase in the costs of inputs such as steel are the key concerns for the players in the
industry(
As the players continue to introduce new models and -ariants< the competition may
intensify further( The ability of the players to contain costs and focus on e.ports will be
critical for the performance of their respecti-e companies(
The auto component sector has also posted significant growth of 2% per cent in 2%%&'
1%< to achie-e a sales turno-er of "s(1%<7;% crore 9SO 7(G billion$( >urther< there is a
potential for higher growth due to outsourcing acti-ities by global automobiles giants( Today<
this sector has emerged as another sunrise sector(
,-, COMPANY PROFI)E
>ord Motor 2ompany designs< de-elops< manufactures< and ser-ices cars and
trucks worldwide( /t operates in two sectors< Automoti-e and >inancial Ser-ices( The
Automoti-e sector sells -ehicles under >ord< Mercury< :incoln< and ,ol-o brand names( This
sector markets cars< trucks< and parts through retail dealers in 4orth America< and through
12
distributors and dealers outside of 4orth America( /t also sells cars and trucks to dealers for
sale to fleet customers< including daily rental car companies< commercial fleet customers<
leasing companies< and go-ernments( /n addition< this sector pro-ides retail customers with a
range of after'the'sale -ehicle ser-ices and products in areas< such as maintenance and light
repair< hea-y repair< collision< -ehicle accessories< and e.tended ser-ice warranty under the
+enuine >ord< :incoln'Mercury *arts and Ser-ice< >ord 2ustom Accessories< >ord 0.tended
Ser-ice *lan< and Motor craft brand names( The >inancial Ser-ices sector offers -arious
automoti-e financing products to and through automoti-e dealers( /t offers retail financing<
which includes purchasing retail installment sale contracts and retail lease contracts from
dealers< and financing to commercial customers to purchase or lease -ehicle fleetsM wholesale
financing that comprises making loans to dealers to finance the purchase of -ehicle
in-entoryM and other financing< which consists of making loans to dealers for working capital<
impro-ements to dealership facilities< and to purchase or finance dealership real estate( This
sector also ser-ices the finance recei-ables and leases that it originates and purchases< makes
loans to its affiliates< purchases recei-ables< and pro-ides insurance ser-ices related to its
financing programs( >ord Motor 2ompany was founded in 1&%1 and is based in Dearborn<
Michigan(
&e9r4 For= 09= F03i54
The story of !enry >ord is not of a prodigy entrepreneur or an o-ernight success(
>ord grew up on a farm and might ha-e easily ha-e remained in agriculture( But something
stronger pulled at >ordCs imagination< mechanics< and machinery< understanding how things
worked and what new possibilities lay in store( As a young boy< he took apart e-erything he
got his hands on( !e Fuickly became known around the neighborhood for fi.ing peopleCs
watches(
/n 16&7< >ord in-ented the Kuadricycle ( /t was the first Ahorseless carriageB that he
actually built( /ts a far cry from todayCs cars and e-en from what he produced a few years
later< but in a way it was the starting point of >ordCs career as a businessman( 9ntil the
Kuadricycle< >ordCs tinkering was e.perimental< theoretical'like the gas engine he
built on his kitchen table in the 16&%Cs< which was just an engine with nothing to power( The
Kuadricycle showed enough potential that it launched the beginning of >ordCs business
-entures(
I=e0s i9to B1si9ess
11
>ord Motor 2ompany was founded on @une 17< 1&%1(The first >ord< the model A<
was being sold in Detroit a few months later( 3hen founded the >ord Motor 2ompany was
just one of 18 car manufacturers in Michgan and 66 in the 9S( But as it began to turn a profit
within its first few months<it became clear that !enry >ordCs -ision for the automoti-e
industry was going to work and work in a big way( During the first fi-e years of >ord Motor
2ompanyCs e.istence< !enry >ord< as chief engineer and later as president< directed a
de-elopment and production program that started in a con-erted wagon shop(
!enry >ordCs insistence that the companyCs future lay in the production of affordable
cars for a mass market caused increasing friction between him and the other in-estors( As
some left< >ord acFuired enough stock to increase its own holdings to 86(8 percent( !enry
>ord became president in 1&%7< replacing @ohn(S(+ray<a Detroit banker who had ser-ed as
the companyCs first president(
For= F03i54 t7ro1g7 t7e Ye0rs
The years between the world wars were a period of hectic e.pansion( /n 1&1G<
>ord Motor 2ompany began producing trucks and tractors( /n 1&1&<a conflict with
stockholders o-er the millions to be spent building the giant "ouge manufacturing comple.
in Dearborn< Michigan led to the company becoming wholly owned by !enry >ord and his
son< 0dsel< who then succeeded his father as president( After 0dsel >ord passed away in
1&;1<a saddened !enry >ord resumed the presidency(
!enry >ord resigned for the second time at the end of 3orld 3ar //( !is eldest
grandson< !enry >ord //< became president on Sept 21<1&;8(0-en as !enry >ord // dro-e the
industryCs first postwar car off the assembly line< he was making plans to reorganiDe and
decentraliDe the company to resume its prewar position as a major force in a fiercely
competiti-e auto industry(
!enry >ord // pro-ided strong leadership for >ord Motor 2ompany from the
postwar era into the 1&6%s(!e was president from 1&;8 until 1&7% and chief e.ecuti-e officer
from 1&;8 until 1&G&(!e was chairman of the board of directors from 1&7% until 1&6% and
remo-ed as chairman of the finance committee from 1&6% until his death in 1&6G(4ow<at the
beginning of its second century<another >ord family member has been named 20? of >ord
Motor 2ompany< the first family member to hold the position in more than 2% years( :ike his
uncle< !enry >ord /< 3illiam 2lay >ord @r(great grandson of !enry >ord$ leads a company
where AfamilyB has a much broader meaning< referring to far more than just those with the
last name A>ordB( Today< the >ord family comprises of employees< dealers< suppliers<
1;
shareholders< customers and more'all those who help fulfill the -ision Bill >ord has defined
for the company5 to create great products that benefit customers< shareholders and society(
&ISTORY
T7e Dre03 Be2o3es A B1si9ess
>ord Motor 2ompany entered the business world on @une 17<1&%1< when !enry
>ord and 11 business associates signed the signed the companyCs articles of incorporation(
3ith O26<%%% in cash< the pioneering industrialists ga-e birth to what was to become one of
the worldCs largest corporations( >ew companies are as closely identified with the history and
de-elopment of industry and society throughout the 2%
th
century as >ord Motor 2ompany(
As with most great enterprises< >ord Motor 2ompanyCs beginnings were modest(
The company had an.ious moments in its infancy( The earliest record of a shipment is @uly
2%< 1&%1< appro.imately one month after incorporation< to a Detroit physician( 3ith the
companyCs first sale came hope Ja young >ord Motor 2ompany had taken its first steps(
M0ss Pro=12tio9 O9 T7e )i9e
*erhaps >ord Motor 2ompanyCs single greatest contribution to automoti-e
manufacturing was the mo-ing assembly line( >irst implemented at the !ighland *art plant
in Michigan< 9S$ in 1&11< the new techniFue allowed indi-idual workers to stay in one place
and perform the same tasks repeatedly on multiple -ehicles that passed them( The pro-ed
tremendously efficient< helping the company far surpass the production le-els of their
competitors'and making the -ehicles more affordable(
T7e First .e7i25es
!enry >ord insisted that the companyCs future lay in the production of affordable cars
for a mass market( Beginning in 1&%1< the company began using the first 1& letters of the
alphabet to name new cars( /n 1&%6< the Model T was born(1& years and 18 million Model TCs
later< >ord Motor 2ompany was a giant industrial comple. that spanned the globe( /n 1&28<
>ord Motor 2ompany acFuired the :incoln Motor 2ompany< thus branching out into lu.ury
cars< and in the 1&1%Cs< the Mercury di-ision was created to establish a di-ision centered on
mid'priced cars( >ord Motor 2ompany was growing(
18
Be2o3i9g 0 G5oD05 Co3;094
/n the 8%Cs came the Thunderbird and the chance to own a part of >ord Motor
2ompany( The company went public and< on >eb 2;< 1&8&< had about 18%<%%% new
stockholders( !enry >ord //Cs keen perception of political and economic trends in the 8%Cs led
to the global e.pansion of >M2 in the 7%Cs< and the establishment of >ord of 0urope in 1&7G<
2% years ahead of the 0uropean 0conomic 2ommunityCs arri-al( The company established its
4orth American Automoti-e ?perations in 1&G1< consolidating 9(S< 2anadian and Me.ican
operations more than two decades ahead of the 4orth American >ree Trade Agreement(
>ord Motor 2ompany started the last century with a single man en-isioning products
that would meet the needs of people in a world on the -erge of high gear industrialiDation(
Today< >ord Motor 2ompany is a family of automoti-e brands consisting of5 >ord< :incoln<
Mercury< MaDda< @aguar< :and "o-er< Aston Martin and ,ol-o( The company is beginning its
second century of e.istence with a worldwide organiDation that retains and e.pands !enry
>ordCs heritage by de-eloping products that ser-e the -arying and e-er changing needs of
people in the global community(
O.ER.IEW
T7eir .isio9
To become the worldCs leading 2onsumer 2ompany for automoti-e products and
ser-ices(
T7eir Missio9
17
3e are a global family with a proud heritage passionately committed to pro-iding
personal mobility for people around the world(
3e anticipate consumer need and deli-er outstanding products and ser-ices that
impro-e peopleCs li-es(
T7eir .051es
?ur business is dri-en by their consumer focus< creati-ity< resourcefulness< and
entrepreneurial spirit(
3e are an inspired< di-erse team( 3e respect and -alue e-eryoneCs contribution( The
health and safety of our people are paramount(
3e are a leader in en-ironmental responsibility( ?ur integrity is ne-er compromised
and they make a positi-e contribution to society(
3e constantly stri-e to impro-e in e-erything they do( +uided by these -alues< we
pro-ide superior returns to their shareholders(
FORD
Ge91i9eH Progressi6eH S30rt
>ord Motor 2ompany offers reliable< affordable -ehicles for the worldCs -arying
lifestyles( >rom the Model T'the car that first brought dri-ing to the masses< to more recent
fa-orite like the Es20;eH >ord -ehicles ha-e been among the worldCs most popular cars and
trucks(
M0For Co3;etitors
Daimler 2hrysler< >iat< +eneral Motors< !onda< 4issan< Toyota< ,olkswagen< !yundai
FORD INDIA PRI.ATE )IMITED
For= I9=i0 Pri60te )i3ite= is a wholly owned subsidiary of the >ord Motor
2ompany in /ndia( >ord /ndia *ri-ate :imitedHs head Fuarters are located in 2hengalpattu<
1G
Tamil 4adu( /t currently is the 6th largest car maker in /ndia after Maruti SuDuki< !yundai<
Tata Motors< Mahindra< 2he-rolet< !onda and Toyota(
The modern For= I9=i0 Pri60te )i3ite= began production in 1&&7< although the roots
trace back to 1&%G when the Model A was launched( /ts manufacturing facilities are in
Maraimalai 4agar near 2hennai( >ord /ndia *ri-ate :imited began production in 1&27< but
was shut down in 1&8;( *roduction began again with the joint -enture Mahindra >ord /ndia
:imited M>/:$ in ?ctober 1&&8< a 8%'8% -enture with Mahindra # Mahindra :imited( >ord
Motor 2ompany increased its interest to G2L in March 1&&6 and renamed the company >ord
/ndia *ri-ate :imited(
>/*:Hs main manufacturing plant had a capacity of 1%%<%%% -ehicles annually and is
located in Maraimalai 4agar< ;8 kms( >rom 2hennai( As its new hatchback >igo was
launhced in March 2%1%< >ord Motor 2ompany had in-ested O8%% million to double capacity
of the plant to 2%%<%%% -ehicles and 28%<%%% engines annually(
C1rre9t Mo=e5s
1( >ord /con J launched in 1&&&
2( >ord 0ndea-or J launched in 2%%;
1( >ord >iesta J launched in 2%%8
;( >ord >igo J launched in 2%1%
Dis2o9ti91e= Mo=e5s
1( >ord 0scort 1&&7 '2%%%$
2( >ord Mondeo2%%1 J 2%%8$
1( >ord >usion2%%;'2%1%$
Ser6i2e Net>orB
As of @une 2%1%< >/*: has 176 dealerships in &G cities across /ndia
( The company
plans to e.pand to 2%% dealerships by the end of 2%1%(
S05es Per@or3092e
16
>/*: posted tremendous record sale< witnessing a 2G2 per cent growth in year'on
year sales for the month of May when compared to May 2%%&( >ord >igo continued to dri-e
record sales for >ord /ndia for the third consecuti-e month since its launch in the /ndian
market(
>ord /ndia also saw an increase in its month'on'month sales with May posting higher
sales than April< achie-ing a G(7 per cent high against last monthHs sale of G8%& units( ?ther
>ord brands also saw a rise in demands which added to the o-erall -olume for May with all
the brands performing well( >ord /ndia will commence its second production shift at its
manufacturing plant in Maramalainagar from @uly< with training of new employees already
underway< to meet strong demands for its products especially the >igo
EG;orts
>/*: currently e.ports -ehicles in small Fuantity to countries in South America and
Africa(
C&APTER*III
DATA ANA)YSIS ' INTERPRETATION
1) Age gro1;5
1&
T0D5e %-"
Sl(4o Age +roup 4o of people
A 2% to 1% &
B 1% to ;% 28
2 ;% to 8% 28
D Abo-e 8% 22
C70rt %-"
I9ter;ret0io9:*
>rom the abo-e table shows that the respondents of the age group of years abo-e 8% i(e(
22< the ne.t group is ;%'8% years i(e(28< the remaining age groups are 1%';% and 2%'1% years
ha-ing 28 and & respecti-ely(
2$ ?ccupation
T0D5e %-,
Sl(4o occupation 4o of people
A 0mployee 18
B Business 2%
;%
2 4"/ 18
D ?thers 6
C70rt %-,
I9ter;ret0tio9:*
>rom the abo-e table shows that the respondents of the occupation are mostly
employees numbered 18< business people numbering 2% < 4"/Cs 18 and others 6 people(
1$ 3hich model of >ord car do you ownI
T0D5e %-%
Sl(4o Brand 4o of people
;1
A >igo 18
B >iesta 16
2 0ndea-or 1%
D /kon 12
C70rt %-%
I9ter;ret0tio9:*
The following graph shows the number of cars in the total of G8 persons i1% is owned
by 18 people< and ,erna owned by 16 and Accent owned by 1% people and Santro by 12
people(
Figo
A, 35
Fiesta
B, 18
Endeavor
C, 10
Ikon
D, 12
;2
;$ 3hich feature is the best one in >ord car I
T0D5e %-/
Sl(4o feature 4? of people
A Mileage 1;
B *rice ;
2 Brand 17
D Style 16
0 Mileage # brand 11
> Mileage # style 6
C70rt %-/
;1
I9ter;ret0tio9:*
The following graph shows the number of what features you consider while you
purchase in the total persons Mileage by 1;< and *rice by ; and Brand by 17< Style by 16<
Mileage and Brand by 11(< and Mileage and Style by 6(
8$ !ow do you feel when you dri-e >ord carI
T0D5e %-$
14
4
16 18
13
8
0
2
4
6
8
10
12
14
16
18
20
Mileage Price Brand Style Mileage
& Brand
Mileage
& Style
A B C D E F
Series1
;;
Sl(4o "A4= 4o of people
A +ood 28
B Better 2%
2 Best ;%
D *oor 8
C70rt %-$
I9ter;ret0tio9:*
>rom the abo-e table shows that the respondents of the e.perience of people while
dri-ing >ord cars is good i(e( 28< the ne.t group is better i(e(2%< the remaining people who
feel best is ;% and others who feel poor e.perience are 8 respecti-ely
7$ Are you satisfied with your -ehicleCs mileageI
;8
T0D5e %-#
Sl(4o ,ehicleCs mileage 4o of percentage
A Pes 71
B 4o 1;
C70rt %-#
I9ter;ret0tio9:*
The following graph shows the number of people who satisfied with mileage of the
-ehicle in the total respondents response gi-en by persons Pes by 71 and 4o by 1;(
!" 3ill you recommend >ord product to anybodyI
T0D5e %-+
Sl(4o "ecommendation 4o of percentage
Yes
A 61
!"
B 14
A Yes
B !"
;7
A Pes ;8
B 4o 1%
C70rt %-+
I9ter;ret0tio9:*
The following graph shows the number of people who recommend >ord cars in the
total persons yes by ;8 and 4o by 1%(
6$ 3hat do you think about >ordCs customer ser-iceI
T0D5e %-!
Yes
A 4#
!"
B 30
;G
Sl(4o "A4= 4o of people
A 0.cellent ;%
B +ood 2%
2 Better 1%
D *oor 8
C70rt %-!
I9ter;ret0tio9:*
>rom the abo-e table shows that the respondents of the people about >ordCs customer
ser-ice is e.cellent i(e( ;%< the ne.t group is good i(e(2%< the remaining people who feel better
is 1% and others who feel poor e.perience are 8 respecti-ely(
&$ !ow do you feel about companyCs response towards customersI
T0D5e %-
Sl(4o Source 4o of percentage
A 0.cellent 16
B +ood 1G
;6
2 Better 1%
D *oor G
C70rt %-
I9ter;ret0tio9:*
The following graph shows the number of response of customers towards the
products from the total number of 1%% people good are good 1G< 0.cellent 16< better 1% and
poor are G(
1%( Did you recei-e the product on deli-ery timeI
T0D5e %-"0
1
7
3
8
1
0
!
0 5 10 15 20 25 30 35 40
#ood
$%cellent
Better
&oor
A
B
C
D
Series1
;&
Sl(4o Deli-ery time 4o of percentage
A Pes 88
B 4o 2%
C70rt %-"0
I9ter;ret0tio9:*
The following graph shows the number of customers who recei-e the product on
deli-ery time is yes by 88 customers and no by 2% customers(
11( Are you satisfied with companies after sales ser-iceI
T0D5e %-""
Yes
A ##
!"
B 20
A Yes
B !"
8%
Sl(4o After sales ser-ice 4o of percentage
A Satisfied G8
B 4ot satisfied 8
C70rt %-""
I9ter;ret0tio9:*
The number of customers who satisfyEnot satisfied with the after sales ser-ice of the
company from a number of 1%% customers is satisfied G8 and not satisfied 8(
12(!ow do you feel the e.perience at show roomI
T0D5e %-",
81
Sl(4o "A4= 4o of people
A 0.cellent 2%
B +ood 7%
2 Satisfactory 18
D *oor 8
C70rt %-",
82
I9ter;ret0tio9:*
The following graph shows the consumerCs e.perience at show room the number of
customers who feel satisfy is 18 and who feels good is 7%(and 2%L of the customers feels
e.cellent and 8L of the customers feels poor at show room e.perience(
81
11$ 3ere you offered test dri-eI
T0D5e %-"%
C70rt %-"%
I9ter;ret0tio9:*
The following graph shows the number of customers who were offered test dri-e for
the product is yes by 6% customers and no by G customers(
12$ !a-e you satisfied with the usage of >ord carsI
T0D5e %-"/
Sl(4o Test dri-e 4o of people
A Pes 6%
B 4o G
Yes
A 80
!"
B $
A Yes
B !"
8;
C70rt %-"/
I9ter;ret0tio9:*
The following table shows that the respondents who satisfied with dealerCs performance
is betterG1< good 18 and *oor is ;(
18( Do you repeat purchase of >ord carsI
T0D5e %-"$
S5-9o C1sto3er
res;o9se
Per2e9t0ge
A >ully satisfied G1
B @ust satisfied 18
2 4ot satisfied ;
88
Sl(4o "ank 4o of percentage
A *robably 78
B Definitely 17
2 Definitely 4ot 8
D Might 1;
C70rt %-"$
87
I9ter;ret0tio9:*
The following table shows that 78L of the customers are probably repeat purchase< 1;L
of the customers might ha-e repeats the purchase<17L of the customers definitely repeats the
purchase and 8L of the customers definitely not purchase the ford car
8G
C&APTER*I.
FINDINGS AND SUGGESTIONS
/-" FINDINGS
• >ord enjoys a high patronage from its customers(
• Most of the customers had a good e.perience of shopping at >ord(
• The satisfaction le-els can also measured with the le-el of recommendations to
friends and associatesM /t is e-ident that more than 6%L customers are satisfied with
the ser-ice offered at >ord(
• The probability that the customers would repeat that purchase at the same showroom
is high< which is a good sign(
• The sale satisfaction inde. of >ord showroom is 6(; on scale of ten refer page
12$< which is e.ceptionally good< the showroom should persist on high le-els of
commitment to maintain the good image it has created( The industry SS/ 2%%1$ is
1%; out of 127 according to @ D *ower Asia pacific( And >ord scores 1%8 out of
128(
• /n the inter-iew it was found that the customers are happy about the training
programs under taken by the showroom< which train the customers to negotiate
minor breakdowns comfortably(
86
• /t has been obser-ed that 28L of customers ha-e reported a slack in the deli-ery
process(
This is the only area of concern that has emerged form the city(
/-, SUGGESTIONS
The o-erall sales satisfaction inde. from the study re-eals that the company is
performing -ery well and customers buying are much satisfied with the ser-ice gi-en to
them(
The only couple problem noticed are5
? Some of the customers ha-e complained about the slack in the deli-ery
process and timings( Therefore< this is the area which / recommend to
the showroom to focus a little bit more( /t needs to impro-e its deli-ery
process and time( 4eed to become little Fuick and fast(
? Some of the customers ha-e also complained about the after purchase
ser-ices pro-ided by the showroom( 0-en though the complaints are
minor< the showroom needs to resol-e the customer after purchase
ser-ice issues in order to achie-e customer satisfaction(
8&
C&APTER .
CONC)USION
3ith respect to the abo-e study and the findings thereby< the company has
definitely entrenched into the urban market( 3ith few more concerted efforts< the said
organiDation needs to enter the rural market in order to completely establish itself all
o-er( The abo-e study will help the consumers to get more awareness about ford cars
and it will also help to ford motors to capture the market of urban as well as rural
markets(
7%
APPENDII
A- 8UESTIONNAIRE
CUSTOMER SATISFACTION INDEI
Det0i5s:
.e7i25e No: JJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJ
Mo=e5: JJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJ
C1sto3er N03e: JJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJ
Te5e;7o9e No: JJJJJJJJJJJJJJJJJJJJJJMoDi5e:JJJJJJJJJJJJJJJJJJJJJJJJ
D0te: JJJJJJJJJJJJJJJJJJC1sto3er sig90t1re: JJJJJJJJJJJJJJJJJJJJJJJJ
1( Age group
a$ 2%'1% b$ 1%';% c$ ;%'8% d$ Abo-e 8%
2( ?ccupationI
a$ 0mployee b$ Business c$ 4"/ d$ ?thers
1( 3hich model of >ord car do you ownI
a$ >igo b$/kon c$ 0ndea-or d$ >iesta
71
;( 3hich feature is the best one in >ord carI
a$ *rice b$ Style c$ Mileage d$ Kuality e$ Mileage #Kuality
e$ Mileage # Style
8( !ow do you feel when you dri-e >ord carI
a$ +ood b$ Better c$ Best d$ *oor
7( Are you satisfied with your -ehicle mileageI
a$ Pes b$ 4o
G( 3ill you recommend >ord product to anybodyI
a$ Pes b$ 4o
6( 3hat do you think about >ordCs customer ser-iceI
a$ 0.cellent b$ +ood c$ Better d$ *oor
&( !ow do you feel about companyCs response towards customersI
a$ 0.cellent b$ +ood c$ Better d$ *oor
72
1%( Did you recei-e the product on deli-ery timeI
a$ Pes b$ 4o
11( Are you satisfied companyCs after sales ser-iceI
a$ Satisfied b$ 4ot satisfied
12( !ow do you feel the e.perience at the showroomI
a$ Satisfied b$ 4ot satisfied
11( 3ere you offered test dri-eI
a$ Pes b$ 4o
1;( Are you satisfied with their usage of the carI
a$ >ully satisfied b$ @ust satisfied c$ 4ot satisfied
18( Do you repeat purchase of >ord carsI
a$ *robably b$ Definitely c$ Definitely not d$ Might
71
17( *lease gi-e your commentsEsuggestions to enable us to impro-e satisfaction of
customers at this >ord authoriDed showroom(
QQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQ
QQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQ
T!A4= P?9 >?" P?9" ,A:9AB:0 ?*/4/?4S
7;
B- )IST OF CONSUMERS:*
12 "a-i Bha-sar Thrissur Town
11 4ilesh 4ayar Thrissur Town
1; Athul =rishna Thrissur Town
18 *rakashan Thrissur Town
17 "a-i 2handhran Thrissur Town
1G @oy Thomas Thrissur Town
16 ,asude-an Thrissur Town
1& 2handhran Thrissur Town
;% Abdul !amidh 4orth Bus Stand
;1 Sethu 4ayar 4orth Bus Stand
;2 b( @i-an 4orth Bus Stand
;1 Pogesh 4orth Bus Stand
;; !emara-i 4orth Bus Stand
;8 "upesh *illa 4orth Bus Stand
;7 *rakash ,arma 2ha-akadu
;G M "ajesh 2ha-akadu
;6 ,ardhana 2ha-akadu
;& sunil manar 2ha-akadu
8% kiran pilla M ? "oad
81 Manoj = 2 =uriachira
82 Sajee- 4ayar =uriachira
81 Adhithyan =uriachira
8; Bhaskaran =uriachira
88 Madha- "aju =uriachira
87 "a-i ? *illa =uriachira
Sr( no( 4ame of 2onsumercation
1 Manoj =umar Trissur town
2 @ose ,aDhakaden Thrissur town
1 Mahin 4orth Bus stand
; 9mesh pilla Thrissur town
8 *ra-een T * 4orth bus stand
7 Bharat 4(D( Thrissur town
G Sanjay 4ayar Sakthan bus stand
6 Soumeesh * = Anchery
& @oseph chirammel M ? road
1% Antony @ ? M+ road
11 Suraj M = ?llur
12 Anandh M @ Amballur
11 "upesh = @ *udukad
1; 4arendra ,arma Mapranam
18 @ayan , * ?llur
17 ! @oshi ?llur
1G Abdul >iroD +uru-ayur
16 9thaman +uru-ayur
1& +opu 4andhilath *oonkunnam
2% * Sasi +uru-ayur
21 Subrahmanyan +uru-ayur
22 Sananth = T +uru-ayur
21 =umar , " +uru-ayur
2; narendra parakh +uru-ayur
28 *ramod * " +uru-ayur
27 2handran +uru-ayur
2G @erin Mathew +uru-ayur
26 4andhan +uru-ayur
2& Anil =umar ?llur
1% *rakash 4 ?llur
11 "ajendran ?llur
78
8G Sanuj "aman =uriachira
86 Deepak De- Muthu-ara
8& Manoj nayar Muthu-ara
7% *rashant Bharathan Muthu-ara
71 ,asanthan Muthu-ara
72 Sunil Balan Muthu-ara
71 Satyajith ,arma =unnamkulam
7; Bhushan =unnamkulam
77
7G
78 +anesh Madha-na =unnamkulam
77 Shailesh 4ayar =unnamkulam
7G Mala group =unnamkulam
76 =rishnan 4ayar =unnamkulam
7& *restiage +roup =unnamkulam
G% =omalam group =unnamkulam
G1 Santosh 4ikil =unnamkulam
G2 *radip sukumar =unnamkulam
G1 =iran Surya =unnamkulam
G; S D group Thrissur Town
G8 Susheelan Thrissur Town
G7 *urushothaman Thrissur Town
GG r( *arameswaran M + "oad
G6 =alyani +roup M + "oad
G& d( =ashinathan M + "oad
6% sharath =arippery M + "oad
61 @ain Thomas M + "oad
62 *rakash =umar M(+(road
61 4arendra *arakh M(+(road
6; "eena +roup Amballur
68 *rabhakar 4a-ase =odungallur
67 Soni cheru-athur Mala
6G k(ganesh nayar Mala
66 Ajith * 2 Mala
6& >iroD Shan 2halakkudi
&% Sathish *illa 2halakkudi
&1 Sanathanan 4ayar =odungallur
&2 Adhitya Thrissur
&1 Manu +uru-ayur
&; 4andhana =unnamkulam
&8 2handhran +uru-ayur
&7 +opu +uru-ayur
&G Sashi *illa =uruppam "oad
&6 Syam 4orth bus stand
&& @immy @oshi Sakthan Stand
1%% Sree kumar Sakthan Stand
76
7&
BIB)IOGRAP&Y
BOO(S:
*rinciples of marketing5 =?T:0" A"MST"?4+(
Marketing Management5 *!/:/* =?T:0"(
Analysis< *lanning /mplementation and 2ontrol$
Ser-ices Marketing 5 TATA Mc +"A3 !/:
Marketing "esearch 5 +(2(B0"/(
"esearch Methodology5 =?T!A"/( 2("(
WEBSITES:
www(bus(umich(edu
www.fordmotors.com
www.fnalyearprojects.com
www.wikipedia.com
doc_451422779.doc
“A STUDY ON CONSUMER SATISFACTION IN
FORD MOTORS”
PROJECT REPORT
Submitted by
SWARAN SING M B
Register No: 0!00"#$$0$%
in partial fulfillment for the award of the degree
of
MASTER OF BUSINESS ADMINISTRATION
in
&UMAN RESOURCES MANAGEMENT'
MAR(ETING MANAGEMENT
GNANAMANI INSTITUTE OF MANAGEMENT STUDIES
PAC&A)*#%+ 0"!
JUNE*,0""
GNANAMANI INSTITUTE OF MANAGEMENT
STUDIES
PAC&A)*#%+ 0"!
Department of Management Studies
2
PROJECT WOR(
JUNE ,0""
This is to certify that the project entitled
“A STUDY ON CONSUMER SATISFACTION IN
FORD MOTORS”
is the bonafide record of project work done by
SWARAN SING M B
Register No: 0!00"#$$0$%
of MBA !uman "esources Management# Marketing Management$ during the
year 2%%&'2%11
( )(((((((((((((((((((((((( )(((((((((((((((((((((((((((((((((((
*roject +uide !ead of the Department
Submitted for the *roject',i-a ,oice e.amination held on)))))))))(
))))))))) (((())))))))
/nternal 0.aminer 0.ternal 0.aminer
1
DEC)ARATION
I afrm that the project work titled “A STUDY ON CONSUMER
SATISFACTION IN FORD MOTORS” being submitted in partial fulfllment for
the award of MBA is the original work carried out by me. It has not formed
the part of any other project work submitted for award of any degree or
diploma, either in this or any other uniersity.
Signature of the 2andidate$
S3A"A4 S/4+ M B
"egister 4umber5 %&6%%1788%81
/ certify that the declaration made abo-e by the candidate is true
Signature of the +uide$
Mr(, *A9: S9DA!A"$
:ecturer (Dept( of Management Studies
+nanamani /nstitute of Management Studies
;
AC(NOW)EDGEMENT
Any work would be incomplete without the e.tension of gratitude to all those
associated directly or indirectly with this work(
My deep sense of gratitude and sincere thanks to our 2hairman Dr( T(
A"A4+A44A: and 2hairperson Smt( *( MA:A:004A +nanamani +roup of
institutions< 4amakkal$ for pro-iding us a chance to undergo the course Master of Business
Administration in their college(
/ e.tended my sincere thanks to our *rincipal Dr( ,( BAS=0" +nanamani 2ollege
of Technology< 4amakkal$ for pro-iding great opportunity to undergo the project work(
/ would like to thank our !ead of the Department Mr( S( Suresh =umar +nanamani
2ollege of Technology< 4amakkal$(
/ e.tended my sincere thanks to my internal guide Mr( , *aul Sudahar :ecturer(
Dept (of management studies< +nanamani /nstitute of management Studies< 4amakkal$< for
being a constant source of encouragement< inspiration and support to me during my project
work(
/ would like to thank to all consumers for gi-ing me the opportunity to collect the
data and the dealers of >?"D M?T?"S< Thrissur(
/ am also thankful to all staff members of MBA department who ga-e me necessary
details and e.tended all facilities to complete the *"?@02T "0*?"T(
/ would like to thank all friends and well wishers whose ideas critical insights and
suggestions ha-e been -aluable in the preparation of the A*"?@02T "0*?"TB(
*lace5 Mr( S3A"A4 S/4+ M B$
Date5
8
7
ABSTRACT
2ustomer satisfaction is a concept that more and more companies are putting at the
heart of their strategy< but for this to be successful< theyCre needs to be clarity about what
customer satisfaction means and what needs to happen to dri-e impro-ement(
Market sur-ey is the process of collecting and analyDing information about the
customers we want to reach< called target market( This information pro-ides us with the
business intelligence we need to make informed decisions( Market research can help us create
a business plan< launch a new product or ser-ice< fine tune our e.isting products and ser-ices<
e.pand into new markets< de-elop an ad-ertising campaign< set prices< andEor select a
business location(
A market sur-ey is an important reFuirement for initiating any successful business(
The objecti-e of a market sur-ey is to collect information on -arious aspects of the business(
Market research can help us to identify5
• +rowth trends in business sector
• SiDe of target market
• Best location for business
• !ow business stacks up against the competition
• >actors that influence buying decisions
• Degree of demand for a product or ser-ice
• The types of features or special ser-ices they want
• 3hat they like and dislike about a product or ser-ice
• !ow they use your product or ser-ice
G
This study is aiming the total market of consumer durable goods and the position of
>ord Motors in the specific market( The study helps the company to judge the Fuality and
de-elopments needed by customers(
)IST OF TAB)ES
TAB)E
NO:
PARTICU)ARS
PAGE
NO:
1(G(1 Ser-ice *rofit 2hain
6
2(1(1
Automobile 0.port 4umbers 2%
1(1
Age group
26
1(2
?ccupation
2&
1(1
Major brands of >ord bought by consumers
1%
1(;
Most important features of >ord cars 11
1(8
2onsumers perception about dri-ing 12
1(7
2onsumers perception about -ehicleCs mileage
11
1(G
4umber of people who recommend >ord cars
18
1(6
About >ordCs customer ser-ice
17
1(&
4umber of response of customers towards the products
1G
1(1%
4umber of customers who recei-e the product on deli-ery time
16
1(11
The number of customers who satisfyEnot satisfied with the after sales
ser-ice
;%
1(12 2onsumerCs e.perience at show room
;1
1(11 Test dri-e offered
;1
1(1; Satisfaction of usage of ford cars
;;
1(18 "epeat purchase of ford cars
6
;8
)IST OF FIGURES
C&ART
NO:
PARTICU)ARS
PAGE
NO:
1(1
Age group
26
1(2
?ccupation
2&
1(1
Major brands of >ord bought by consumers
1%
1(;
Most important features of >ord cars 11
1(8
2onsumers perception about dri-ing 12
1(7
2onsumers perception about -ehicleCs mileage
1;
1(G
4umber of people who recommend >ord cars
18
1(6
About >ordCs customer ser-ice
1G
1(&
4umber of response of customers towards the products
16
1(1%
4umber of customers who recei-e the product on deli-ery time
1&
1(11
The number of customers who satisfyEnot satisfied with the after sales
ser-ice
;%
1(12 2onsumerCs e.perience at show room
;2
1(11 Test dri-e offered
;1
1(1; Satisfaction of usage of ford cars
;;
1(18 "epeat purchase of ford cars
;7
C&APTER*I
&
INTRODUCTION
"-" INTRODUCTION ABOUT T&E STUDY
A market sur-ey is a research techniFue used to gather consumer preferences and
purchase intent of a companyHs products and ser-ices within a geographical area( Market
sur-eys are e.tremely important because companies learn what their customers like and
dislike about their products and ser-ices( *rimary research in-ol-es collecting original data
about the preferences< buying habits< opinions< and attitudes of current or prospecti-e
customers( This data can be gathered in focus groups< sur-eys< and field tests( Secondary
research is based on e.isting data from reference books< magaDines and newspapers< industry
publications< chambers of commerce< go-ernment agencies< or trade associations( /t yields
information about industry sales trends and growth rates< demographic profiles< and regional
business statistics(
2ustomer satisfaction is a concept that more and more companies are putting at the
heart of their strategy< but for this to be successful< theyCre needs to be clarity about what
customer satisfaction means and what needs to happen to dri-e impro-ement(
"-, NEED FOR STUDY
/ncreasing competition< e-er growing market< easy a-ailability of the finances and
increasing population of young e.ecuti-es< with huge disposable incomes< o-er the past few
1%
years has substantially increased the sales in the automobile industry( Also< the competition
among the dealers of the products has increased with each trying to ma.imiDe their customer
base( This makes it imperati-e for the dealers to pro-ide the best of the ser-ices and e.ceed
the customer e.pectations to achie-e customer delight and loyalty(
The study tries to understand the key ser-ice parameters and reflect upon the
dysfunctional areas< thus pro-iding the dealer with an insight into the le-el of customer
satisfaction and changing trends of the customer e.pectations(
"-% OBJECTI.E OF T&E STUDY
To study and understand the key ser-ice parameters using 2ustomer Satisfaction and
reflect upon the low performing areas5
11
• To study about the customer satisfaction on the ser-ices pro-ided by the dealers(
• To study the opinion of the owners of cars regarding its features like mileage< price
etc(
• To study the effect of ad-ertisement on the customers to promote the product(
• To study the customer satisfaction with usage of their cars(
• To study the information resources that the customer using before purchasing the car(
"-/ SCOPE OF T&E STUDY
• The research measures the e.periences of customers(
12
• Defines and analyses the e.periences based on key deli-erables(
• +ains insights into 2ustomer e.pectations(
"-$ )IMITATIONS
11
The study is restricted in scope of owing to the following limitations5
? Due to constraint of time only city of Thrissur is selected and so it cannot claim to be
a comprehensi-e study of the population(
? The sample siDe is restricted to 1%% respondents(
"-# RESEARC& MET&ODO)OGY
1;
*reliminary stage of study' a pilot sur-ey< personal inter-iew of sales consultants<
potential customers and e.isting customer numbering 2% was conducted to arri-e at key
deli-erables which would ensure customer satisfaction( The research tool Fuestionnaire$ was
designed by inducing the -arious Fueries< based on the key deli-erables< which would reflect
the customer satisfaction(
The research was based on a study of a sample< siDed 1%%< using simple random
sample selected from the e.isting database of >ord( The research included collection of data
from the primary sources using the research tool Fuestionnaire$( >inal stage was to analyDe<
interpret and draw conclusions from the data collected-
D0te So1r2es:
Pri30r4 D0t0:
The data is collected directly from each and e-ery customer(
Pi5ot S1r6e4
A pilot sur-ey was conducted to understand the factors< which would positi-ely
influence the customer( *ersonal /nter-iews totaling 2% were conducted for the sales team<
potential customers and the e.isting customers of >ord( The factors scoring high in the
inter-iews were considered to be the key deli-erables(
S1r6e4 Rese0r27:
The research was done to learn about peopleCs preferences and satisfaction of the >ord
customer(
Rese0r27 Too5:
18
81estio990ire :;ri30r4 too5* 0tt0273e9t "<
/nter-iew through Fuestionnaire method was employed for the research
purpose( The Fuestionnaires were indi-idually administered to each customer to ensure
minimum scope for faulty data entry and error of understanding( This method also ga-e the
inter-iewer the scope of entering into a dialogue and understanding the customerCs perception
better(
The Fuestionnaire tried to capture the responses of the customers mainly on the
key deli-erables< deri-ed from the pilot sur-ey conducted< and a few Fuestions ha-e been
included to gauge the le-el of satisfaction and to gain insight into customer e.pectations(
U9str12t1re= i9ter6ie>
The inter-iew complemented the primary research tool and helped del-er into
details of responses pro-ided by the customers( This not only -alidated the responses of the
customers but also helped the inter-iewer understand the e.pectations of the customers(
S03;5i9g U9it: /n this study the sampling unit used is the e.isting customer base of
>ord( Selection is made from the list of 2ustomers during the last one year(
S03;5i9g Si?e: Sample siDe was chosen to be 1%%(
S03;5i9g Pro2e=1re: Simple "andom Sampling(
/n simple random sampling< each member of the target population has the same
chance of being selected for participation in the study( >or a sample to truly be a simple
random sample we need to de-elop a list or sampling frame that includes almost all of the
population< then from this we randomly pull names from the sampling frame using some kind
of random method such as a random number table or a random number generator( >inally<
numbers are assigned to all members of the population and pull the names of those members
whose numbers are pulled from the table or generator(
The biggest ad-antage to a simple random sample is that we get a pretty good
unbiased sample fairly easily( The biggest downside is that we may not get all elements of the
population that are of interest(
"-+ RE.IEW OF )ITERATURE
17
Co92e;t I=e9ti@i20tio9*
As organiDations become increasingly customer focused and dri-en by demand< the
need to gain customer loyalty and retain their loyalty is critical( 2ustomer satisfaction is the
most effecti-e way to achie-e customer loyalty( 2ustomer satisfaction and customer loyalty
share many similar traits( 2ustomer -alue is the customerCs perception of the ratio of benefits
to what he or she gi-es to obtain those benefits( The customer ,alue Triad is a framework
used to understand what it is that customers want( The framework consists of three parts5 1$
percei-ed product Fuality< 2$ -alue'based pricing< and 1$ percei-ed ser-ice Fuality(
2ustomers are satisfied< when -alue meets or e.ceeds e.pectations( /f their
e.pectations of -alue are not met< there is no chance of satisfying them( >iguring out what the
customers want< howe-er< is a difficult and comple. process( To be able to create and deli-er
customer -alue is important to understand its components( ?n the most basic le-el< -alue
from a customerCs perspecti-e is the ratio of benefits to the risks being taken while buying the
product(
CUSTOMER SATISFACTION
AN INSIG&T
According to !arold 0 0dmondson A 2ustomer SatisfactionB seems to appear in
print more freFuently than any other catch phrase used to describe a new found magic for
industrial success( Before we proceed in to the study of the dynamics of 2ustomer
Satisfaction it is important to know about< who a customer is and what satisfaction really
means(
W7o re0554 is 0 C1sto3erA
The Fuestion of defining who your customers are seems fairly easy particularly if
you ha-e segmented your market properly and understand who you are trying to
satisfy( !owe-er subtlety that freFuently goes undetected by many firms is that is that
customer set can be di-ided into two parts< the apparent customer and the user( The apparent
customer is the person or group of people who decide what product to buy and basically ha-e
control o-er the purse strings( The user is a person or group who physically uses the product
or is the direct recipient of a ser-ice(
1G
3hat does satisfaction really meanI
As in defining customer abo-e< defining satisfaction also appears
simple( !owe-er as with customer there is a subtlety that needs addressing( Satisfaction by
most definitions simply means meeting the customerCs reFuirement(
2ustomer satisfaction is a concept that more and more companies are putting at
the heart of their strategy< but for this to be successful theyCre needs to be clarity about< what
customer satisfaction means and what needs to happen to dri-e impro-ement( 3ithout this<
there is a risk that customer satisfaction becomes little more than a good intention< with
confused objecti-es failing to address the real issues for customers< one helpful way to look at
the problem is to rephrase the objecti-es5 set the sights on helping the customers meet their
goals(
2ustomer satisfaction can be defined in many different ways( >inding the right
way for a company depends on understanding your customer and on ha-ing a clear -ision of
the role that customer satisfaction is to play in the strategy( >or e.ample< a focus on customer
satisfaction can work alongside e.isting segmentations to support re-enue generation from
high -alue customers or it can be a company'wide objecti-e rooted in the brand -alues( >or
the former< it may be sufficient to focus on impro-ing customer ser-ice< but for the latter a
broader definition of customer satisfaction is necessary< closer akin to corporate reputation(
3hate-er the strategy for customer satisfaction< it must at least include
getting the basics right( >ailing to achie-e this can destroy the reputation as well as losing
-aluable customers( 0-ery customer< regardless of their economic worth to the business< has
the power to influence J positi-ely or negati-ely J a companyCs reputation( ?nce the
objecti-es for the customer satisfaction strategy are defined there are a number of steps we
can take to make sure the focus on customer satisfaction is effecti-e(
B1i5=i9g 0 2o3;094 0ro19= C1sto3er S0tis@02tio9 *
3ith the increase in customerCs demands and competition it has become a lot
more important to base the entire company on customer ser-ice( 3hen doing this one must
first realiDe that e-ery member of an organiDation plays an acti-e role in customer
ser-ice( This includes both e.ternal customers and internal customers within a company(
16
2ustomer focused organiDations focus both on customer satisfaction and
profit( Achie-ing customer satisfaction generates the profit( /n these organiDations top
management has freFuent contacts with e.ternal customers( The top management uses
consultati-e< participati-e< and supporti-e management styles to get through to the
customer( The staff focuses all of its attention on satisfying the customerCs needs( !owe-er<
the managementCs job is to pro-ide the staff with support necessary to achie-e these
goals( The other department and staff in the organiDation that do not ha-e direct contact with
the e.ternal customers deal e.clusi-ely with internal customer satisfaction(
T7e I9@51e92e o@ t7e s05es;erso9 i9 C1sto3er S0tis@02tio9*
/n an article titled< AThe influence of salesperson selling beha-ior on
customer satisfaction with products<B Brent +(+off and @ames S( Boles e.amine the effects of
non'product related construct on customer satisfaction with major retail purchases such as
automobiles( The article states that salespersonCs selling orientation' customer orientation
S?2?$ will affect not only consumer satisfaction with the salesperson and dealer< but also
indirectly< satisfaction with the product or manufacturer(
/n the perspecti-es of both the retailer and the manufacturer< customer
satisfaction represents an important issue because it relates to se-eral desirable
outcomes( 2ustomer satisfaction leads to future purchases< and repeated purchases of the
same product from the same source( /n other words< it helps a firm retain its present
customers and build loyalty( By helping a buyer obtain product information and pro-iding
guidelines about what should be e.pected during the buying process and use of a product< a
salesperson may influence customer e.pectations concerning the product( Thereby this may
reduce the likelihood of dissatisfaction +rewal and Sharma< 1&&1$( A successful salesperson
tailors to the needs of each indi-idual customer( By being customer'oriented< a salesperson is
likely to identify with needs of the customer< enabling the salesperson to match his or her
presentation to those reFuirements of the customer(
I9ter905 30rBeti9g C 7o> it 0@@e2ts C1sto3er S0tis@02tio9 C
Successful companies make e-ery effort to ensure satisfaction to their
customer by focusing all organiDational efforts of the company on pro-iding superior
customer ser-ice( By doing this these companies hope to retain their e.isting customers and
attract new ones( ?nly angle of customer satisfaction commonly o-erlooked is the internal
aspect(
1&
The internal customer or employee plays a -ital role in achie-ing
customer satisfaction and loyalty( Some firmCs do not understand that the treatment of internal
customers becomes the e.ternal customersC perception of the company( A firmCs employees or
other departments within the organiDation make up its internal customers( Their job
performance affects the firmCs ability to deli-er superior product and customer ser-ice
Boone and =urtD< 1&&&$( 3hen a firmCs employees are happy at work< their o-erall attitude
and performance towards the customer enhances tremendously( /nternal marketing helps
members or employees of an organiDation understand and fulfill their roles in implementing
its marketing strategy( /nternal marketing not only keeps employees happy< it also shows
them how their actions affect the firmCs ability to achie-e customer satisfaction(
C1sto3er S0tis@02tio9 0s ;0rt o@ Ser6i2e Pro@it C70i9:
A !ar-ard Business "e-iew article outlines the internal process reFuired to dri-e
growth and increase profitability( The article describes the ways in which ser-ice Fuality
contributes to success< outlining the steps in the ASer-ice'profit chainB5
Table 1(G(1
Pro@it0Di5it4 E Gro>t7
2ustomer
yalty2ustomer Satisfaction
,alue
0mployee *roducti-ity
0mployee
yalty/nternal Kuality
:eadership
UNDERTA(ING T&E (EY FACTORS
&1309 i9ter02tio9
2%
2ustomer ser-ice is a task< other than proacti-e selling< that in-ol-es interactions
with customers in person< by telecommunications< or by mails( /t is designed< programmed
and communicated with two goals in mind5 operational efficiency and customer satisfaction(
A typical categoriDation of the ser-ices based on who performs the action within the
ser-ices cape can be
1( Self'ser-ice customer only$' ATM< Mo-ie Theater
2( /nterpersonal ser-ices'banks< restaurants
1( "emote ser-ices employee only$ J telephone mail order desk(
The superiority of the product has to be complemented with a high Fuality of ser-ices<
which gi-es a competiti-e edge to the organiDation( A high standard of ser-ice is what sets
apart one organiDation from another< and ultimately attracts the customer to the doorsteps(
Ser-ices at the showroom fall in the second category where there is a high
comple.ity of interaction and hence it becomes necessary for the personnel to be adept in
responding to the customer cogniti-ely< emotionally and psychologically(
The -arious aspects and characteristics of ser-ice pro-ision< which ha-e been taken
into consideration of a customer care teamE sales consultant are
1( *oliteness
2( 2ourteousness
1( *roduct knowledge
;( *rocess knowledge
8( 2ommunication skills
7( "esponsi-eness and supporti-eness(
Pro=12t i9@or30tio9
2onsumers obtain information about products and ser-ices from personal sources
friends and e.perts$ and from the non'personal sources mass and selecti-e media$(
21
3hen purchasing goods< consumers employ both personal and non'personal sources
since both effecti-ely con-ey information about search Fualities(
This is especially true for high in-ol-ement products such as cars< two'wheelers<
durables etc(
Mass media can con-ey information about search Fualities but can con-ey a little
about e.perience Fualities( Also< mass media cannot elaborate on the finer aspects and hence
it becomes imperati-e for a showroom to pro-ide the complete information about the product<
pricing and the offers(
The showroom can pro-ide information by adopting the below mentioned list
1( Broachers< leaflets and pricelists J easy reference and handy(
2( Sales consultant
1( Test dri-e J hands'on e.perience(
Broachers< leaflets and pricelist are the basic sales tools< which elaborately gi-e the
product specifications< promotional offers and schemes at hand and the pricing of -arious
models at display(
Sales consultant has to be knowledgeable to understand the nuances of the
specification and should be able to con-ey the same to the prospecti-e customers( The sales
consultant handles the -arious Fueries technical and commercial$ and clears the impending
doubts of the inFuisiti-e customer(
Test dri-e J the last part in pro-iding information to the customer and gi-es the
customer a hands J on e.perience of the product performance
Ti3e 09= Pro3;t9ess-
?ne of the factors< which has to match the eagerness and the enthusiasm of the
customer is Fuick and prompt deli-ery of the ser-ice(
22
After the customer has made a decision to go ahead with the purchase the ne.t logical
seFuence of steps would be a process the reFuired documents< book the order< confirm the
order< inform the customer about the date of deli-ery and prepare the reFuired documents for
the deli-ery of the -ehicle(
?rder booking'This is the process where the onus lies completely on the personnel
dealing with the customer( The customer has to be gi-en the right information regarding the
documents< time taken to process the documents and close the deal(
/t is also the responsibility of the -arious departments in-ol-ed to pro-ide a Fuick
ser-ice to ensure that the customer has a good and satisfying e.perience(
Deli-ery on date and time' once the product is deli-ered it can be assumed that a
sale has been done( The paper work to be carried out has to be done at a Fuick pace( This can
be obser-ed in the responses of those 28L of customers who reported a slack in the deli-ery
process( De-iation from promised date and time can lead to a lot of incon-enience to the
customers< thereby leading to a bad e.perience(
Co9siste924
A4othing is consistent by change(B
2onsistency is a matter of e.perience( The e.pectation of ser-ice grows from e-ery
e.perience the customer has during the sales process( >or eg(< the customer would e.pect the
same responsi-eness from the sales person during the order processing as it was during the
pre'sales< any aberration would create a sense of insecurity and would thereby breach the
bond of trust established between them(
/nconsistency in ser-ice is caused by e-er changing e.pectations of the customer( This
poses a challenge of maintaining the Fuality of ser-ice in e-ery AencounterB( The
e.pectations are not just related to the profile of the customer but also to the occasion and
moods< ser-ice firms find it difficult to meet the e.pectations of the customers all the time
without affecting the Fuality of ser-ice(
>urthermore< the characteristic of perish ability makes the ser-ice non'
storable( They e.ist while they are being deli-ered E consumed( This poses the management<
problem of managing the match and capacity planning(
/n the analysis we ha-e chosen to analyDe the consistency maintained in offering
ser-ices relating to the human interaction as well as the processing of the documents( This
21
becomes important in the light of these ser-ices being offered in pre'sales and post sales
scenario< and gauging the consistency le-els at these two stages gi-es a fair idea of the
consistency maintained in the ser-ices offered(
2onsistency in human interaction is obser-ed in the pre'sales< order processing and
post sale stages(
Co96e9ie92e
The objecti-e of the customer care personnel is to pro-ide con-enient and
comfortable ser-ice and not to push the customer to make the purchase( 3hile basic facilities
are made a-ailable< the customer care personnel ha-e to make sure that customer doesnCt feel
any incon-enience while the sales process is on(
2on-enience does not only refer to the physical comforts such as seating<
a-ailability of rest rooms etc( but also to mental con-enience a in helping out the customer to
reach a decision< pro-iding rele-ant information to the customer for e-aluating the -arious
options< making sure that it is one'stop shop additional accessories being made a-ailable like
stereo systems< re-erse gear buDDers etc($ e.plain the basic functionally of the product etc(
/t is helpful to offer customers information in printed formM good signing is -ery
important at ser-ice deli-ery points and on self'ser-ice eFuipment( The customer care
personnel ha-e to make the first mo-e and approach the -isitors instead of making the
-isitors ask for some guidance( The -isitors ha-e to be communicated how to use and how
not to use the facilities at offer(
The concentration has been focused on checking the con-enience of the customers on
aspects such as
1( Timings
2( Test dri-e
2;
1( A-ailability of accessories
;( Sufficient fuel to reach the nearest petrol station
8( 3ide range of finance options made a-ailable at the showroom
7( /mparting the basic mechanical functionalities of the car(
C&APTER*II
INDUSTRY PROFI)E AND COMPANY PROFI)E
,-" INTRODUCTION ABOUT T&E INDUSTRY
28
A1to3oDi5e I9=1str4 &istor4
/n the year 1G7&< a >rench engineer by the name of 4icolas @( 2ugnot in-ented the
first automobile to run on roads( This automobile< in fact< was a self'powered< three'wheeled<
military tractor that made the use of a steam engine( The range of the automobile< howe-er<
was -ery brief and at the most< it could only run at a stretch for fifteen minutes( /n addition<
these automobiles were not fit for the roads as the steam engines made them -ery hea-y and
large< and reFuired ample starting time( ?li-er 0-ans was the first to design a steam engine
dri-en automobile in 9(S(
A Scotsman< "obert Anderson< was the first to in-ent an electric carriage between
1612 and 161&( !owe-er< Thomas Da-enport of the 9(S(A( and Scotsman "obert Da-idson
were amongst the first to in-ent more applicable automobiles< making use of non'
rechargeable electric batteries in 16;2( De-elopment of roads made tra-elling comfortable
and as a result< the short ranged< electric battery dri-en automobiles were no more the best
option for tra-elling o-er longer distances(
The Automobile /ndustry finally came of age with !enry >ord in 1&1; for the bulk
production of cars( This lead to the de-elopment of the industry and it first begun in the
assembly lines of his car factory( The se-eral methods adopted by >ord< made the new
in-ention that is< the car$ popular amongst the rich as well as the masses(
According the !istory of Automobile /ndustry 9S< dominated the automobile markets
around the globe with no notable competitors( !owe-er< after the end of the Second 3orld
3ar in 1&;8< the Automobile /ndustry of other technologically ad-anced nations such as
@apan and certain 0uropean nations gained momentum and within a -ery short period<
beginning in the early 1&6%s< the 9(S Automobile /ndustry was flooded with foreign
automobile companies< especially those of @apan and +ermany(
The current trends of the +lobal Automobile /ndustry re-eal that in the de-eloped
countries the Automobile /ndustries are stagnating as a result of the drooping car markets<
whereas the Automobile /ndustry in the de-eloping nations< such as< /ndia and BraDil< ha-e
been consistently registering higher growth rates e-ery passing year for their flourishing
domestic automobile markets(
27
T7e Wor5= A1to3oDi5e I9=1str4 is t1r9e= to t7e =e6e5o;i9g 30rBets-
3ith the de-eloped markets almost saturated< the 3orld Automobile /ndustry is now
focused on the de-eloping markets of South America and Asia< and 0astern 0urope with
special emphasis on B"/2 BraDil< "ussia< /ndia< and 2hina$(
As per the reports of the /nternational ?rganiDation of Motor ,ehicle Manufacturers or
?/2Athe association of the companies in-ol-ed in 3orld Automobile /ndustry$< for the
fiscal end in 2%1%< the automobile manufacturers in the 9(S( ha-e been o-ertaken by those in
@apan< in terms of the total -olume of automobile units manufactured worldwide(
!owe-er< the struggling +eneral Motors of the 9(S( still remain the worldwide
leaders of the 3orld Automobile /ndustry< ahead of the rapidly growing Toyota Motor
2orporation of @apan< by a substantial margin(
Me0s1res to De 0=o;te= D4 g5oD05 5e0=ers o@ t7e Wor5= A1to3oDi5e I9=1str4-
Se-eral significant economic measures are being considered by the major players of
the 3orld Automobile /ndustry in order to make a smooth entry into the markets of the
de-eloping countries< and to make a name for themsel-es( The effecti-e measures include5
• "educing the selling prices of the automobiles manufactured in their factories
• /mpro-ing the le-els of after'sales ser-ices to keep customers satisfied
• ?pening manufacturing factories in the de-eloping nations< to reduce effecti-e costs
of production as well as sa-ing shipping charges< and enhancing prompt deli-ery of
automobile units(
A1to3oDi5e I9=1str4 Tre9=s
/n keeping with the A1to3oDi5e I9=1str4 Tre9=s< the leading automobile
manufacturers are turning to the Asian markets that appear set to grow immensely o-er the
ne.t decade( The automobile markets in the 9(S(< 0urope and the @apan ha-e almost matured
2G
as a result of saturation and appear set to decline through the ne.t decade( /n contrast< the
automobile markets spread o-er the entire Asian continent with the e.ception of @apan$< are
constantly increasing in siDe and will be the destination for most of the globally leading
automobile manufacturers(
The A1to3oDi5e I9=1str4 Tre9=s re-eal that the emerging markets of the
de-eloping nations of Asia especially 2hina< and /ndia are backed by their huge population
growth rate< to add to the growing national economy of these two nations(
The rapid growth of the national economy of the B"/2 countries including BraDil<
"ussia< /ndia< and 2hina$ has enabled a growing section of the population of these countries
to purchase automobiles( +lobal sur-eys conducted recently re-eal that within the ne.t ten
years< these emerging automobile markets will account for nearly a whooping &% percent of
the global automobile sales growth( As a result of this< leading Automobile manufacturers of
the world are setting up factories in the emerging markets< in order to ser-e the potential
consumers better as well as reduce manufacturing and shipping costs( /n addition< these
arrangements are enabling the leading global automobile manufacturers to compete with the
local automobile manufacturers< which were flourishing in the absence of Fuality
competition(
The prosperity of the national economy is reflected in the rising per capita income of
the de-eloping nations( Therefore< increasing +ross Domestic *roduct and per capita income
ha-e raised the purchasing ability of the population that constitutes these emerging markets(
As a growing percentage of the population in the de-eloped nations age rapidly< in
comparison to the rest of the world< these aging numbers necessitate automobiles to fit the
physiological change of the world population(
T7e E3ergi9g I9=i0 A1to3oDi5e M0rBet-
The I9=i0 A1to3oDi5e M0rBet is a promising industrial sector that is growing
immensely e-ery passing year( The passenger cars are referred to< through the use of the word
26
Nautomobile(N The whooping growth e.perienced by the /ndian Automobile Market in the last
financial year itself that is the financial year end in >ebruary< 2%11 was -ery close to a 16
percent o-er the pre-ious fiscal( This statistical fact is a glittering e.ample of the potential of
the growing Automobile /ndustry in /ndia(
As per the sur-ey conducted by the Society of /ndian Automobile Manufacturers< the
total number of automobiles manufactured by the Automobile /ndustry in /ndia< throughout
the financial year 2%1%'11< was -ery close to the 18(8 lakh 1(8 million$ margin( The huge
of number of automobiles manufactured by the Automobile /ndustry in /ndia was an
enormous growth upon the number of automobiles manufactured during the pre-ious fiscal
that ended in 2%1%(
The total number of cars that were e.ported from /ndia was -ery close to the 8(% lakh
8(% hundred thousand$ margin< an encouraging sign for the Automobile /ndustry in /ndia(
The e.port of cars manufactured in /ndia comprised nearly 11 percent of the total number of
cars manufactured domestically by the Automobile /ndustry in /ndia(
The /ndia Automobile Market looks set to prosper< largely due to the growing market
for automobiles that is de-eloping in /ndia( /n the financial year that ended in >ebruary< 2%%&<
the /ndian automobile markets were the fastest growing in the world< with the registered
growth rate touching nearly 2% percent(
The Automobile /ndustry in /ndia mainly comprises of the small car section< which
enjoys nearly a 2E1rd market share of the entire market for automobiles in /ndia( /n this
respect< the /ndian markets are the largest in the world for small cars< behind @apan(
The /ndian passenger car market which ranks amongst the largest in the world< is
poised to become e-en larger and enter the top fi-e passenger car markets in the world in the
ne.t decade(
I9=i0 A1to3oDi5e I9=1str4
>ollowing /ndiaHs growing openness< the arri-al of new and e.isting models< easy
a-ailability of finance at relati-ely low rate of interest and price discounts offered by the
2&
dealers and manufacturers all ha-e stirred the demand for -ehicles and a strong growth of the
/ndian automobile industry(
The data obtained from ministry of commerce and industry< shows high growth
obtained since 2%%1' %2 in automobile production continuing in the first three Fuarters of the
2%%;'%8( Annual growth was 17(% per cent in April'December< 2%%;M the growth rate in 2%%1'
%; was 18(1 per cent the automobile industry grew at a compound annual growth rate
2A+"$ of 22 per cent between 1&&2 and 1&&G(
3ith in-estment e.ceeding "s( 8%<%%% crore< the turno-er of the 01to3oDi5e
i9=1str4 e.ceeded "s( 8&<816 crore in 2%%2'%1( /ncluding turno-er of the auto'component
sector< the automoti-e industryHs turno-er< which was abo-e "s( 6;<%%% crore in 2%%2'%1< is
estimated to ha-e e.ceeded "s(1<%%<%%% crore 9SD 22( G; billion$ in 2%%1'%;(
A1to3oDi5e De05ers Net>orB i9 I9=i0
/n terms of 2ar dealer networks and authoriDed ser-ice stations< Maruti leads the
pack with Dealer networks and workshops across the country( The other leading automobile
manufactures are also trying to cope up and are opening their ser-ice stations and dealer
workshops in all the metros and major cities of the country( Dealers offer -arying kind of
discount of finances who in tern pass it on to the customers in the form of reduced interest
rates(
M0For M091@02t1rers i9 A1to3oDi5e I9=1str4
• Maruti 9dyog :td(
• +eneral Motors /ndia
1%
• >ord /ndia :td(
• 0icher Motors
• Bajaj Auto
• Daewoo Motors /ndia
• !ero Motors
• !industan Motors
• Mahindra Motors
• !yundai Motor /ndia :td(
• "oyal 0nfield Motors
• Telco
• T,S Motors
• D2 Designs
• Swaraj MaDda :td
+o-ernment has liberaliDed the norms for foreign in-estment and import of technology
and that appears to ha-e benefited the automobile sector( The production of total -ehicles
increased from ;(2 million in 2%%8'%7 to G(1 million in 2%%7'%G(
The industry has adopted the global standards and this was manifested in the increasing
e.ports of the sector( After a temporary slump during 2%%G' 2%%6 < such e.ports registered
robust growth rates of well o-er 8% per cent in 2%%6'%& and 2%%&'1% each to e.ceed two and'
a'half times the e.port figure for 2%%7'%G(
A1to3oDi5e EG;ort N13Ders
Table 2(1(1
C0tegor4 ,00*,0"0 ,0"0*""
11
*assenger 2ar 28;76 121;G6
Multi 9tility ,ehicles 278; 16&2
2ommercial ,ehicles 1%1%6 1&&11
Two 3heelers 1%%%%2 287G78
Three 3heelers 21116 81818
Per2e9t0ge Gro>t7 "#-# %,-!
T&E (EY FACTORS BE&IND T&IS UPSWING
Sales incenti-es< introduction of new models as well as -ariants coupled with easy
a-ailability of low cost finance with comfortable repayment options continued to dri-e
demand and sales of automobiles during the first two Fuarters of the current year( The risk of
an increase in the interest rates< the impact of delayed monsoons on rural demand< and
increase in the costs of inputs such as steel are the key concerns for the players in the
industry(
As the players continue to introduce new models and -ariants< the competition may
intensify further( The ability of the players to contain costs and focus on e.ports will be
critical for the performance of their respecti-e companies(
The auto component sector has also posted significant growth of 2% per cent in 2%%&'
1%< to achie-e a sales turno-er of "s(1%<7;% crore 9SO 7(G billion$( >urther< there is a
potential for higher growth due to outsourcing acti-ities by global automobiles giants( Today<
this sector has emerged as another sunrise sector(
,-, COMPANY PROFI)E
>ord Motor 2ompany designs< de-elops< manufactures< and ser-ices cars and
trucks worldwide( /t operates in two sectors< Automoti-e and >inancial Ser-ices( The
Automoti-e sector sells -ehicles under >ord< Mercury< :incoln< and ,ol-o brand names( This
sector markets cars< trucks< and parts through retail dealers in 4orth America< and through
12
distributors and dealers outside of 4orth America( /t also sells cars and trucks to dealers for
sale to fleet customers< including daily rental car companies< commercial fleet customers<
leasing companies< and go-ernments( /n addition< this sector pro-ides retail customers with a
range of after'the'sale -ehicle ser-ices and products in areas< such as maintenance and light
repair< hea-y repair< collision< -ehicle accessories< and e.tended ser-ice warranty under the
+enuine >ord< :incoln'Mercury *arts and Ser-ice< >ord 2ustom Accessories< >ord 0.tended
Ser-ice *lan< and Motor craft brand names( The >inancial Ser-ices sector offers -arious
automoti-e financing products to and through automoti-e dealers( /t offers retail financing<
which includes purchasing retail installment sale contracts and retail lease contracts from
dealers< and financing to commercial customers to purchase or lease -ehicle fleetsM wholesale
financing that comprises making loans to dealers to finance the purchase of -ehicle
in-entoryM and other financing< which consists of making loans to dealers for working capital<
impro-ements to dealership facilities< and to purchase or finance dealership real estate( This
sector also ser-ices the finance recei-ables and leases that it originates and purchases< makes
loans to its affiliates< purchases recei-ables< and pro-ides insurance ser-ices related to its
financing programs( >ord Motor 2ompany was founded in 1&%1 and is based in Dearborn<
Michigan(
&e9r4 For= 09= F03i54
The story of !enry >ord is not of a prodigy entrepreneur or an o-ernight success(
>ord grew up on a farm and might ha-e easily ha-e remained in agriculture( But something
stronger pulled at >ordCs imagination< mechanics< and machinery< understanding how things
worked and what new possibilities lay in store( As a young boy< he took apart e-erything he
got his hands on( !e Fuickly became known around the neighborhood for fi.ing peopleCs
watches(
/n 16&7< >ord in-ented the Kuadricycle ( /t was the first Ahorseless carriageB that he
actually built( /ts a far cry from todayCs cars and e-en from what he produced a few years
later< but in a way it was the starting point of >ordCs career as a businessman( 9ntil the
Kuadricycle< >ordCs tinkering was e.perimental< theoretical'like the gas engine he
built on his kitchen table in the 16&%Cs< which was just an engine with nothing to power( The
Kuadricycle showed enough potential that it launched the beginning of >ordCs business
-entures(
I=e0s i9to B1si9ess
11
>ord Motor 2ompany was founded on @une 17< 1&%1(The first >ord< the model A<
was being sold in Detroit a few months later( 3hen founded the >ord Motor 2ompany was
just one of 18 car manufacturers in Michgan and 66 in the 9S( But as it began to turn a profit
within its first few months<it became clear that !enry >ordCs -ision for the automoti-e
industry was going to work and work in a big way( During the first fi-e years of >ord Motor
2ompanyCs e.istence< !enry >ord< as chief engineer and later as president< directed a
de-elopment and production program that started in a con-erted wagon shop(
!enry >ordCs insistence that the companyCs future lay in the production of affordable
cars for a mass market caused increasing friction between him and the other in-estors( As
some left< >ord acFuired enough stock to increase its own holdings to 86(8 percent( !enry
>ord became president in 1&%7< replacing @ohn(S(+ray<a Detroit banker who had ser-ed as
the companyCs first president(
For= F03i54 t7ro1g7 t7e Ye0rs
The years between the world wars were a period of hectic e.pansion( /n 1&1G<
>ord Motor 2ompany began producing trucks and tractors( /n 1&1&<a conflict with
stockholders o-er the millions to be spent building the giant "ouge manufacturing comple.
in Dearborn< Michigan led to the company becoming wholly owned by !enry >ord and his
son< 0dsel< who then succeeded his father as president( After 0dsel >ord passed away in
1&;1<a saddened !enry >ord resumed the presidency(
!enry >ord resigned for the second time at the end of 3orld 3ar //( !is eldest
grandson< !enry >ord //< became president on Sept 21<1&;8(0-en as !enry >ord // dro-e the
industryCs first postwar car off the assembly line< he was making plans to reorganiDe and
decentraliDe the company to resume its prewar position as a major force in a fiercely
competiti-e auto industry(
!enry >ord // pro-ided strong leadership for >ord Motor 2ompany from the
postwar era into the 1&6%s(!e was president from 1&;8 until 1&7% and chief e.ecuti-e officer
from 1&;8 until 1&G&(!e was chairman of the board of directors from 1&7% until 1&6% and
remo-ed as chairman of the finance committee from 1&6% until his death in 1&6G(4ow<at the
beginning of its second century<another >ord family member has been named 20? of >ord
Motor 2ompany< the first family member to hold the position in more than 2% years( :ike his
uncle< !enry >ord /< 3illiam 2lay >ord @r(great grandson of !enry >ord$ leads a company
where AfamilyB has a much broader meaning< referring to far more than just those with the
last name A>ordB( Today< the >ord family comprises of employees< dealers< suppliers<
1;
shareholders< customers and more'all those who help fulfill the -ision Bill >ord has defined
for the company5 to create great products that benefit customers< shareholders and society(
&ISTORY
T7e Dre03 Be2o3es A B1si9ess
>ord Motor 2ompany entered the business world on @une 17<1&%1< when !enry
>ord and 11 business associates signed the signed the companyCs articles of incorporation(
3ith O26<%%% in cash< the pioneering industrialists ga-e birth to what was to become one of
the worldCs largest corporations( >ew companies are as closely identified with the history and
de-elopment of industry and society throughout the 2%
th
century as >ord Motor 2ompany(
As with most great enterprises< >ord Motor 2ompanyCs beginnings were modest(
The company had an.ious moments in its infancy( The earliest record of a shipment is @uly
2%< 1&%1< appro.imately one month after incorporation< to a Detroit physician( 3ith the
companyCs first sale came hope Ja young >ord Motor 2ompany had taken its first steps(
M0ss Pro=12tio9 O9 T7e )i9e
*erhaps >ord Motor 2ompanyCs single greatest contribution to automoti-e
manufacturing was the mo-ing assembly line( >irst implemented at the !ighland *art plant
in Michigan< 9S$ in 1&11< the new techniFue allowed indi-idual workers to stay in one place
and perform the same tasks repeatedly on multiple -ehicles that passed them( The pro-ed
tremendously efficient< helping the company far surpass the production le-els of their
competitors'and making the -ehicles more affordable(
T7e First .e7i25es
!enry >ord insisted that the companyCs future lay in the production of affordable cars
for a mass market( Beginning in 1&%1< the company began using the first 1& letters of the
alphabet to name new cars( /n 1&%6< the Model T was born(1& years and 18 million Model TCs
later< >ord Motor 2ompany was a giant industrial comple. that spanned the globe( /n 1&28<
>ord Motor 2ompany acFuired the :incoln Motor 2ompany< thus branching out into lu.ury
cars< and in the 1&1%Cs< the Mercury di-ision was created to establish a di-ision centered on
mid'priced cars( >ord Motor 2ompany was growing(
18
Be2o3i9g 0 G5oD05 Co3;094
/n the 8%Cs came the Thunderbird and the chance to own a part of >ord Motor
2ompany( The company went public and< on >eb 2;< 1&8&< had about 18%<%%% new
stockholders( !enry >ord //Cs keen perception of political and economic trends in the 8%Cs led
to the global e.pansion of >M2 in the 7%Cs< and the establishment of >ord of 0urope in 1&7G<
2% years ahead of the 0uropean 0conomic 2ommunityCs arri-al( The company established its
4orth American Automoti-e ?perations in 1&G1< consolidating 9(S< 2anadian and Me.ican
operations more than two decades ahead of the 4orth American >ree Trade Agreement(
>ord Motor 2ompany started the last century with a single man en-isioning products
that would meet the needs of people in a world on the -erge of high gear industrialiDation(
Today< >ord Motor 2ompany is a family of automoti-e brands consisting of5 >ord< :incoln<
Mercury< MaDda< @aguar< :and "o-er< Aston Martin and ,ol-o( The company is beginning its
second century of e.istence with a worldwide organiDation that retains and e.pands !enry
>ordCs heritage by de-eloping products that ser-e the -arying and e-er changing needs of
people in the global community(
O.ER.IEW
T7eir .isio9
To become the worldCs leading 2onsumer 2ompany for automoti-e products and
ser-ices(
T7eir Missio9
17
3e are a global family with a proud heritage passionately committed to pro-iding
personal mobility for people around the world(
3e anticipate consumer need and deli-er outstanding products and ser-ices that
impro-e peopleCs li-es(
T7eir .051es
?ur business is dri-en by their consumer focus< creati-ity< resourcefulness< and
entrepreneurial spirit(
3e are an inspired< di-erse team( 3e respect and -alue e-eryoneCs contribution( The
health and safety of our people are paramount(
3e are a leader in en-ironmental responsibility( ?ur integrity is ne-er compromised
and they make a positi-e contribution to society(
3e constantly stri-e to impro-e in e-erything they do( +uided by these -alues< we
pro-ide superior returns to their shareholders(
FORD
Ge91i9eH Progressi6eH S30rt
>ord Motor 2ompany offers reliable< affordable -ehicles for the worldCs -arying
lifestyles( >rom the Model T'the car that first brought dri-ing to the masses< to more recent
fa-orite like the Es20;eH >ord -ehicles ha-e been among the worldCs most popular cars and
trucks(
M0For Co3;etitors
Daimler 2hrysler< >iat< +eneral Motors< !onda< 4issan< Toyota< ,olkswagen< !yundai
FORD INDIA PRI.ATE )IMITED
For= I9=i0 Pri60te )i3ite= is a wholly owned subsidiary of the >ord Motor
2ompany in /ndia( >ord /ndia *ri-ate :imitedHs head Fuarters are located in 2hengalpattu<
1G
Tamil 4adu( /t currently is the 6th largest car maker in /ndia after Maruti SuDuki< !yundai<
Tata Motors< Mahindra< 2he-rolet< !onda and Toyota(
The modern For= I9=i0 Pri60te )i3ite= began production in 1&&7< although the roots
trace back to 1&%G when the Model A was launched( /ts manufacturing facilities are in
Maraimalai 4agar near 2hennai( >ord /ndia *ri-ate :imited began production in 1&27< but
was shut down in 1&8;( *roduction began again with the joint -enture Mahindra >ord /ndia
:imited M>/:$ in ?ctober 1&&8< a 8%'8% -enture with Mahindra # Mahindra :imited( >ord
Motor 2ompany increased its interest to G2L in March 1&&6 and renamed the company >ord
/ndia *ri-ate :imited(
>/*:Hs main manufacturing plant had a capacity of 1%%<%%% -ehicles annually and is
located in Maraimalai 4agar< ;8 kms( >rom 2hennai( As its new hatchback >igo was
launhced in March 2%1%< >ord Motor 2ompany had in-ested O8%% million to double capacity
of the plant to 2%%<%%% -ehicles and 28%<%%% engines annually(
C1rre9t Mo=e5s
1( >ord /con J launched in 1&&&
2( >ord 0ndea-or J launched in 2%%;
1( >ord >iesta J launched in 2%%8
;( >ord >igo J launched in 2%1%
Dis2o9ti91e= Mo=e5s
1( >ord 0scort 1&&7 '2%%%$
2( >ord Mondeo2%%1 J 2%%8$
1( >ord >usion2%%;'2%1%$
Ser6i2e Net>orB
As of @une 2%1%< >/*: has 176 dealerships in &G cities across /ndia
( The company
plans to e.pand to 2%% dealerships by the end of 2%1%(
S05es Per@or3092e
16
>/*: posted tremendous record sale< witnessing a 2G2 per cent growth in year'on
year sales for the month of May when compared to May 2%%&( >ord >igo continued to dri-e
record sales for >ord /ndia for the third consecuti-e month since its launch in the /ndian
market(
>ord /ndia also saw an increase in its month'on'month sales with May posting higher
sales than April< achie-ing a G(7 per cent high against last monthHs sale of G8%& units( ?ther
>ord brands also saw a rise in demands which added to the o-erall -olume for May with all
the brands performing well( >ord /ndia will commence its second production shift at its
manufacturing plant in Maramalainagar from @uly< with training of new employees already
underway< to meet strong demands for its products especially the >igo
EG;orts
>/*: currently e.ports -ehicles in small Fuantity to countries in South America and
Africa(
C&APTER*III
DATA ANA)YSIS ' INTERPRETATION
1) Age gro1;5
1&
T0D5e %-"
Sl(4o Age +roup 4o of people
A 2% to 1% &
B 1% to ;% 28
2 ;% to 8% 28
D Abo-e 8% 22
C70rt %-"
I9ter;ret0io9:*
>rom the abo-e table shows that the respondents of the age group of years abo-e 8% i(e(
22< the ne.t group is ;%'8% years i(e(28< the remaining age groups are 1%';% and 2%'1% years
ha-ing 28 and & respecti-ely(
2$ ?ccupation
T0D5e %-,
Sl(4o occupation 4o of people
A 0mployee 18
B Business 2%
;%
2 4"/ 18
D ?thers 6
C70rt %-,
I9ter;ret0tio9:*
>rom the abo-e table shows that the respondents of the occupation are mostly
employees numbered 18< business people numbering 2% < 4"/Cs 18 and others 6 people(
1$ 3hich model of >ord car do you ownI
T0D5e %-%
Sl(4o Brand 4o of people
;1
A >igo 18
B >iesta 16
2 0ndea-or 1%
D /kon 12
C70rt %-%
I9ter;ret0tio9:*
The following graph shows the number of cars in the total of G8 persons i1% is owned
by 18 people< and ,erna owned by 16 and Accent owned by 1% people and Santro by 12
people(
Figo
A, 35
Fiesta
B, 18
Endeavor
C, 10
Ikon
D, 12
;2
;$ 3hich feature is the best one in >ord car I
T0D5e %-/
Sl(4o feature 4? of people
A Mileage 1;
B *rice ;
2 Brand 17
D Style 16
0 Mileage # brand 11
> Mileage # style 6
C70rt %-/
;1
I9ter;ret0tio9:*
The following graph shows the number of what features you consider while you
purchase in the total persons Mileage by 1;< and *rice by ; and Brand by 17< Style by 16<
Mileage and Brand by 11(< and Mileage and Style by 6(
8$ !ow do you feel when you dri-e >ord carI
T0D5e %-$
14
4
16 18
13
8
0
2
4
6
8
10
12
14
16
18
20
Mileage Price Brand Style Mileage
& Brand
Mileage
& Style
A B C D E F
Series1
;;
Sl(4o "A4= 4o of people
A +ood 28
B Better 2%
2 Best ;%
D *oor 8
C70rt %-$
I9ter;ret0tio9:*
>rom the abo-e table shows that the respondents of the e.perience of people while
dri-ing >ord cars is good i(e( 28< the ne.t group is better i(e(2%< the remaining people who
feel best is ;% and others who feel poor e.perience are 8 respecti-ely
7$ Are you satisfied with your -ehicleCs mileageI
;8
T0D5e %-#
Sl(4o ,ehicleCs mileage 4o of percentage
A Pes 71
B 4o 1;
C70rt %-#
I9ter;ret0tio9:*
The following graph shows the number of people who satisfied with mileage of the
-ehicle in the total respondents response gi-en by persons Pes by 71 and 4o by 1;(
!" 3ill you recommend >ord product to anybodyI
T0D5e %-+
Sl(4o "ecommendation 4o of percentage
Yes
A 61
!"
B 14
A Yes
B !"
;7
A Pes ;8
B 4o 1%
C70rt %-+
I9ter;ret0tio9:*
The following graph shows the number of people who recommend >ord cars in the
total persons yes by ;8 and 4o by 1%(
6$ 3hat do you think about >ordCs customer ser-iceI
T0D5e %-!
Yes
A 4#
!"
B 30
;G
Sl(4o "A4= 4o of people
A 0.cellent ;%
B +ood 2%
2 Better 1%
D *oor 8
C70rt %-!
I9ter;ret0tio9:*
>rom the abo-e table shows that the respondents of the people about >ordCs customer
ser-ice is e.cellent i(e( ;%< the ne.t group is good i(e(2%< the remaining people who feel better
is 1% and others who feel poor e.perience are 8 respecti-ely(
&$ !ow do you feel about companyCs response towards customersI
T0D5e %-
Sl(4o Source 4o of percentage
A 0.cellent 16
B +ood 1G
;6
2 Better 1%
D *oor G
C70rt %-
I9ter;ret0tio9:*
The following graph shows the number of response of customers towards the
products from the total number of 1%% people good are good 1G< 0.cellent 16< better 1% and
poor are G(
1%( Did you recei-e the product on deli-ery timeI
T0D5e %-"0
1
7
3
8
1
0
!
0 5 10 15 20 25 30 35 40
#ood
$%cellent
Better
&oor
A
B
C
D
Series1
;&
Sl(4o Deli-ery time 4o of percentage
A Pes 88
B 4o 2%
C70rt %-"0
I9ter;ret0tio9:*
The following graph shows the number of customers who recei-e the product on
deli-ery time is yes by 88 customers and no by 2% customers(
11( Are you satisfied with companies after sales ser-iceI
T0D5e %-""
Yes
A ##
!"
B 20
A Yes
B !"
8%
Sl(4o After sales ser-ice 4o of percentage
A Satisfied G8
B 4ot satisfied 8
C70rt %-""
I9ter;ret0tio9:*
The number of customers who satisfyEnot satisfied with the after sales ser-ice of the
company from a number of 1%% customers is satisfied G8 and not satisfied 8(
12(!ow do you feel the e.perience at show roomI
T0D5e %-",
81
Sl(4o "A4= 4o of people
A 0.cellent 2%
B +ood 7%
2 Satisfactory 18
D *oor 8
C70rt %-",
82
I9ter;ret0tio9:*
The following graph shows the consumerCs e.perience at show room the number of
customers who feel satisfy is 18 and who feels good is 7%(and 2%L of the customers feels
e.cellent and 8L of the customers feels poor at show room e.perience(
81
11$ 3ere you offered test dri-eI
T0D5e %-"%
C70rt %-"%
I9ter;ret0tio9:*
The following graph shows the number of customers who were offered test dri-e for
the product is yes by 6% customers and no by G customers(
12$ !a-e you satisfied with the usage of >ord carsI
T0D5e %-"/
Sl(4o Test dri-e 4o of people
A Pes 6%
B 4o G
Yes
A 80
!"
B $
A Yes
B !"
8;
C70rt %-"/
I9ter;ret0tio9:*
The following table shows that the respondents who satisfied with dealerCs performance
is betterG1< good 18 and *oor is ;(
18( Do you repeat purchase of >ord carsI
T0D5e %-"$
S5-9o C1sto3er
res;o9se
Per2e9t0ge
A >ully satisfied G1
B @ust satisfied 18
2 4ot satisfied ;
88
Sl(4o "ank 4o of percentage
A *robably 78
B Definitely 17
2 Definitely 4ot 8
D Might 1;
C70rt %-"$
87
I9ter;ret0tio9:*
The following table shows that 78L of the customers are probably repeat purchase< 1;L
of the customers might ha-e repeats the purchase<17L of the customers definitely repeats the
purchase and 8L of the customers definitely not purchase the ford car
8G
C&APTER*I.
FINDINGS AND SUGGESTIONS
/-" FINDINGS
• >ord enjoys a high patronage from its customers(
• Most of the customers had a good e.perience of shopping at >ord(
• The satisfaction le-els can also measured with the le-el of recommendations to
friends and associatesM /t is e-ident that more than 6%L customers are satisfied with
the ser-ice offered at >ord(
• The probability that the customers would repeat that purchase at the same showroom
is high< which is a good sign(
• The sale satisfaction inde. of >ord showroom is 6(; on scale of ten refer page
12$< which is e.ceptionally good< the showroom should persist on high le-els of
commitment to maintain the good image it has created( The industry SS/ 2%%1$ is
1%; out of 127 according to @ D *ower Asia pacific( And >ord scores 1%8 out of
128(
• /n the inter-iew it was found that the customers are happy about the training
programs under taken by the showroom< which train the customers to negotiate
minor breakdowns comfortably(
86
• /t has been obser-ed that 28L of customers ha-e reported a slack in the deli-ery
process(
This is the only area of concern that has emerged form the city(
/-, SUGGESTIONS
The o-erall sales satisfaction inde. from the study re-eals that the company is
performing -ery well and customers buying are much satisfied with the ser-ice gi-en to
them(
The only couple problem noticed are5
? Some of the customers ha-e complained about the slack in the deli-ery
process and timings( Therefore< this is the area which / recommend to
the showroom to focus a little bit more( /t needs to impro-e its deli-ery
process and time( 4eed to become little Fuick and fast(
? Some of the customers ha-e also complained about the after purchase
ser-ices pro-ided by the showroom( 0-en though the complaints are
minor< the showroom needs to resol-e the customer after purchase
ser-ice issues in order to achie-e customer satisfaction(
8&
C&APTER .
CONC)USION
3ith respect to the abo-e study and the findings thereby< the company has
definitely entrenched into the urban market( 3ith few more concerted efforts< the said
organiDation needs to enter the rural market in order to completely establish itself all
o-er( The abo-e study will help the consumers to get more awareness about ford cars
and it will also help to ford motors to capture the market of urban as well as rural
markets(
7%
APPENDII
A- 8UESTIONNAIRE
CUSTOMER SATISFACTION INDEI
Det0i5s:
.e7i25e No: JJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJ
Mo=e5: JJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJ
C1sto3er N03e: JJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJ
Te5e;7o9e No: JJJJJJJJJJJJJJJJJJJJJJMoDi5e:JJJJJJJJJJJJJJJJJJJJJJJJ
D0te: JJJJJJJJJJJJJJJJJJC1sto3er sig90t1re: JJJJJJJJJJJJJJJJJJJJJJJJ
1( Age group
a$ 2%'1% b$ 1%';% c$ ;%'8% d$ Abo-e 8%
2( ?ccupationI
a$ 0mployee b$ Business c$ 4"/ d$ ?thers
1( 3hich model of >ord car do you ownI
a$ >igo b$/kon c$ 0ndea-or d$ >iesta
71
;( 3hich feature is the best one in >ord carI
a$ *rice b$ Style c$ Mileage d$ Kuality e$ Mileage #Kuality
e$ Mileage # Style
8( !ow do you feel when you dri-e >ord carI
a$ +ood b$ Better c$ Best d$ *oor
7( Are you satisfied with your -ehicle mileageI
a$ Pes b$ 4o
G( 3ill you recommend >ord product to anybodyI
a$ Pes b$ 4o
6( 3hat do you think about >ordCs customer ser-iceI
a$ 0.cellent b$ +ood c$ Better d$ *oor
&( !ow do you feel about companyCs response towards customersI
a$ 0.cellent b$ +ood c$ Better d$ *oor
72
1%( Did you recei-e the product on deli-ery timeI
a$ Pes b$ 4o
11( Are you satisfied companyCs after sales ser-iceI
a$ Satisfied b$ 4ot satisfied
12( !ow do you feel the e.perience at the showroomI
a$ Satisfied b$ 4ot satisfied
11( 3ere you offered test dri-eI
a$ Pes b$ 4o
1;( Are you satisfied with their usage of the carI
a$ >ully satisfied b$ @ust satisfied c$ 4ot satisfied
18( Do you repeat purchase of >ord carsI
a$ *robably b$ Definitely c$ Definitely not d$ Might
71
17( *lease gi-e your commentsEsuggestions to enable us to impro-e satisfaction of
customers at this >ord authoriDed showroom(
QQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQ
QQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQ
T!A4= P?9 >?" P?9" ,A:9AB:0 ?*/4/?4S
7;
B- )IST OF CONSUMERS:*
12 "a-i Bha-sar Thrissur Town
11 4ilesh 4ayar Thrissur Town
1; Athul =rishna Thrissur Town
18 *rakashan Thrissur Town
17 "a-i 2handhran Thrissur Town
1G @oy Thomas Thrissur Town
16 ,asude-an Thrissur Town
1& 2handhran Thrissur Town
;% Abdul !amidh 4orth Bus Stand
;1 Sethu 4ayar 4orth Bus Stand
;2 b( @i-an 4orth Bus Stand
;1 Pogesh 4orth Bus Stand
;; !emara-i 4orth Bus Stand
;8 "upesh *illa 4orth Bus Stand
;7 *rakash ,arma 2ha-akadu
;G M "ajesh 2ha-akadu
;6 ,ardhana 2ha-akadu
;& sunil manar 2ha-akadu
8% kiran pilla M ? "oad
81 Manoj = 2 =uriachira
82 Sajee- 4ayar =uriachira
81 Adhithyan =uriachira
8; Bhaskaran =uriachira
88 Madha- "aju =uriachira
87 "a-i ? *illa =uriachira
Sr( no( 4ame of 2onsumer
cation1 Manoj =umar Trissur town
2 @ose ,aDhakaden Thrissur town
1 Mahin 4orth Bus stand
; 9mesh pilla Thrissur town
8 *ra-een T * 4orth bus stand
7 Bharat 4(D( Thrissur town
G Sanjay 4ayar Sakthan bus stand
6 Soumeesh * = Anchery
& @oseph chirammel M ? road
1% Antony @ ? M+ road
11 Suraj M = ?llur
12 Anandh M @ Amballur
11 "upesh = @ *udukad
1; 4arendra ,arma Mapranam
18 @ayan , * ?llur
17 ! @oshi ?llur
1G Abdul >iroD +uru-ayur
16 9thaman +uru-ayur
1& +opu 4andhilath *oonkunnam
2% * Sasi +uru-ayur
21 Subrahmanyan +uru-ayur
22 Sananth = T +uru-ayur
21 =umar , " +uru-ayur
2; narendra parakh +uru-ayur
28 *ramod * " +uru-ayur
27 2handran +uru-ayur
2G @erin Mathew +uru-ayur
26 4andhan +uru-ayur
2& Anil =umar ?llur
1% *rakash 4 ?llur
11 "ajendran ?llur
78
8G Sanuj "aman =uriachira
86 Deepak De- Muthu-ara
8& Manoj nayar Muthu-ara
7% *rashant Bharathan Muthu-ara
71 ,asanthan Muthu-ara
72 Sunil Balan Muthu-ara
71 Satyajith ,arma =unnamkulam
7; Bhushan =unnamkulam
77
7G
78 +anesh Madha-na =unnamkulam
77 Shailesh 4ayar =unnamkulam
7G Mala group =unnamkulam
76 =rishnan 4ayar =unnamkulam
7& *restiage +roup =unnamkulam
G% =omalam group =unnamkulam
G1 Santosh 4ikil =unnamkulam
G2 *radip sukumar =unnamkulam
G1 =iran Surya =unnamkulam
G; S D group Thrissur Town
G8 Susheelan Thrissur Town
G7 *urushothaman Thrissur Town
GG r( *arameswaran M + "oad
G6 =alyani +roup M + "oad
G& d( =ashinathan M + "oad
6% sharath =arippery M + "oad
61 @ain Thomas M + "oad
62 *rakash =umar M(+(road
61 4arendra *arakh M(+(road
6; "eena +roup Amballur
68 *rabhakar 4a-ase =odungallur
67 Soni cheru-athur Mala
6G k(ganesh nayar Mala
66 Ajith * 2 Mala
6& >iroD Shan 2halakkudi
&% Sathish *illa 2halakkudi
&1 Sanathanan 4ayar =odungallur
&2 Adhitya Thrissur
&1 Manu +uru-ayur
&; 4andhana =unnamkulam
&8 2handhran +uru-ayur
&7 +opu +uru-ayur
&G Sashi *illa =uruppam "oad
&6 Syam 4orth bus stand
&& @immy @oshi Sakthan Stand
1%% Sree kumar Sakthan Stand
76
7&
BIB)IOGRAP&Y
BOO(S:
*rinciples of marketing5 =?T:0" A"MST"?4+(
Marketing Management5 *!/:/* =?T:0"(
Analysis< *lanning /mplementation and 2ontrol$
Ser-ices Marketing 5 TATA Mc +"A3 !/:
Marketing "esearch 5 +(2(B0"/(
"esearch Methodology5 =?T!A"/( 2("(
WEBSITES:
www(bus(umich(edu
www.fordmotors.com
www.fnalyearprojects.com
www.wikipedia.com
doc_451422779.doc