customer satisfaction on cars

8/11/2019 customer satisfaction on cars

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A STUDY ON CUSTOMERS SATISFACTION

TOWARDS FORD FIESTA

FORTUNE FORD INDIA LTD.PROJECT REPORT

MASTER OF BUSINESS ADMINISTRATION

Mr. G. Reddy Sager Reddy

(Rag no !"#$!%&'!#"

DEPARTMENT OF MANAGEMENT STUDIES

SRI EN)ATESWRA UNIERSITY

COLLEGE OF COMMERCE MANAGEMENT * INFORMATION

SCIENCES

TIRUPATI+,"% ,!-(-!!&+-!!$


2/40

DECLARATION

I here by declare that the project report entitled /A STUDY ON

CUSTOMER SATISFACTION a! done by "e in partial #$l#ill"ent o#Ma!ter o# %$!ine!! Ad"ini!tration &M'%'A( de)ree and thi! report a! not

!$b"itted #or the aard o# any de)ree or diplo"a to any $ni*er!ity to the

be!t o# "y +noled)e'

Date,

-lace, &.'REDDY SA.AR REDDY(

Ra) No, /012/345/10


3/40

AC)NOWLEDGEMENT

I e6pre!! "y !incere than+! to Mr' IMAD A7T8ER9 Senior Sale!

Mana)er Fort$ne Ford India :td'9 !o"aji)$da9 8yderabad #or ha*in) +indly

accorded per"i!!ion to $nderta+e "y project or+ in their e!tee"ed

concern'

I a" *ery "$ch )rate#$l to -ro#' S' DUR.A RAO and Fort$ne Ford

Mr'Mir;a Ah"ad ail +han project )$ide!9 hi! ti"ely direction! and

enco$ra)e"ent to carryo$t "y project !$cce!!#$lly'

I than+ all o# tho!e ho directly or indirectly e6tended their

enco$ra)e"ent and a!!i!tance thro$)ho$t thi! endea*or'

Finally9 I than+ "y parent!9 #riend! and al"i)hty #or their con!tant

!$pport and enco$ra)e"ent thro$)ho$t the project'

(G.REDDY SAGAR REDDY


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CONTENTS

C0a12er T324eGn5

" E2

- -." COM-ANY -ROFI:E 4>03

-.- -RODUCT -ROFI:E 02>?@

-.' NEED FOR T8E STUDY ?

' '." O%BECTI=ES OF T8E STUDY ?4

'.- RESEARC8 MET8ODO:O.Y ?3

6 6." :IMITATIONS 5/>50

6.- DATA ANA:YSIS AND INTER-RETATION 55

,

FINDIN.S

5>@2

& &." SU..ESTIONS /

&.- ANNE


5/40

COM-ANY-ROFI:E

A%OUT FORD MOTOR COM-ANY


6/40

Ford Motor Co"pany i! the orld! !econd lar)e!t a$to"a+er ith

appro6i"ately 5/9/// e"ployee!9 and operatin) in "ore than ?// "ar+et!

on !i6 continent!' It! a$to"oti*e brand! incl$de A!ton Martin9 Ford9 Ba)$ar9

:and Ro*er9 :incoln9 Ma;da9 Merc$ry and =ol*o' It! a$to"oti*e>related

!er*ice! incl$de Ford Credit9 8ert; and $ality Care'

The co"pany! orld head$arter! i! in Dearborn9 Michi)an' Ford Motor

Co"pany o##icially celebrated it! 0//th anni*er!ary on B$ne 049 ?//5' For

additional in#or"ation *i!it the !ite belo'

O7er73e8

Ford Motor Co"pany9 a )lobal a$to"oti*e ind$!try leader ba!ed in

Dearborn9 Mich'9 "an$#act$re! and di!trib$te! a$to"obile! in ?// "ar+et!

acro!! !i6 continent!' ith abo$t 5//9/// e"ployee! and 0/2 plant!

orldide9 the co"panyG! core and a##iliated a$to"oti*e brand! incl$de

Ford9 Ba)$ar9 :and Ro*er9 :incoln9 Ma;da9 Merc$ry and =ol*o' It!

a$to"oti*e>related !er*ice! incl$de Ford Motor Credit Co"pany'

=ehicle %rand!,

FORD9 :INCO:N9 MERCURY9 MAHDA9 =O:=O9BA.UAR9 :AND RO=ER'

A$to"oti*e Ser*ice %rand!,

FORD CREDIT9 .ENUINE9 MOTORCRAFT'


7/40

The *ery #ir!t "e"ber o# the Ford Motor Co"pany #a"ily o# brand!9

Ford o##er! di!tincti*ely de!i)ned and a##ordable *ehicle! #or the orld!

*aryin) li#e!tyle!' Fro" the Model TJthe car that #ir!t bro$)ht dri*in) to

the "a!!e!9 to "ore recent #a*orite! li+e the M$!tan) in the US9 the Monde

in E$rope9 the Eco Sport in So$th A"erica and the Territory in A!ia9 Ford

*ehicle! ha*e been a"on) the orld! "o!t pop$lar car!9 tr$c+! and SU=!'

Br3e9 :3;2ory

Ford Motor Co"pany be)an ith j$!t Ford *ehicle! in a a)on !hop

in Michi)an' To #$lly $nder!tand the e!!ence o# thi! #o$ndin) "e"ber o# the

#a"ily brand!9 j$!t loo+ at the early hi!tory o# Ford Motor Co"pany9 #ro"

8enry Ford! earlie!t a$to"oti*e e6peri"ent! to the Model! A9 T9 and

beyond'

hile *al$e #or "oney ha! alay! been a top priority in de*elopin)Ford *ehicle!9 that concern ha! ne*er co"pro"i!ed $ality or the p$r!$it o#

$ality !ol$tion!' Ford ha! alay! !tri*ed to "eet con!$"er! real>li#e

re$ire"ent!J#ro" !"aller car! #or E$ropean!9 to K!"arterK car! #or the

e*er>chan)in) en*iron"ent'

One o# the "o!t e!!ential in)redient! #or a !$cce!!#$l b$!ine!! i!

co""$nication' e !tri*e to +eep the p$blic ell in#or"ed abo$t $!9 o$r

prod$ct!9 #inancial pro)re!!9 and p$blic policy'

Prod5


8/40

e ill o##er e6cellent prod$ct! and !er*ice!' Ford Motor Co"pany!

#le6ible "an$#act$rin) !y!te"! ha*e the ability to b$ild $p to ei)ht di##erent

"odel! o## to independent plat#or"!' The #le6ible !y!te"! !tandardi;e the

a!!e"bly proce!!9 i"pro*e prod$cti*ity9 eli"inate a!te and boo!t $ality'

De*elopin) and introd$cin) prod$ct! ith better en*iron"ental

per#or"ance'

Fa!t Fact!,

Focusing on customer satisfaction and loyalty and keeping our

promises

Using our understanding of the market to anticipate customer

needs

Delivering innovative products and services that offer high value

in terms of function, price, quality, safety and environmentalperformance

Progre;; ;3n


9/40

epanding in rapidly growing economies and remain highlycompetitive everywhere we operate.

!o meet and anticipate our customers" needs, we are focusing on#

Introd$cin) ne prod$ct!' .lobally9 e introd$ced @/ all>ne9 or

!$b!tantially ne9 prod$ct! in ?//@9 "ore than in any year in the

Co"pany! hi!tory'

Rai!in) the bar on $ality' In B'D' -oer! Initial $ality St$dy9 o$r

?//@ U'S' *ehicle! contin$ed a po!iti*e trend by i"pro*in) "ore than

4 percent co"pared to ?//5'

I"ple"entin) !hared architect$re! and technolo)ie! and #le6ible

"an$#act$rin)' %y the end o# the decade9 3 percent o# o$r North

A"erican and all o# o$r E$ropean plant! ill be #le6ible and able to

prod$ce "$ltiple *ehicle "odel!'

E6pandin) the ran)e o# prod$ct! a*ailable in hi)h>)roth "ar+et!'

%ill Ford Settin) the =i!ion

>A2 Ford Mo2or Co=1any? 8e 0a7e =ade ;5;2a3na@3432y

A 4ong+2er= ;2ra2eg3< @5;3ne;; 1r3or32y. T0e rea;on 3;

S3=14e 8e are a "!!+year+o4d


10/40

3; a@o52 en;5r3ng 20a2 o5r @5;3ne;; 3; 3nno7a237e?


11/40

Cli"ate chan)e i! al!o an e6a"ple o# a co"ple6 ?0!t>cent$ry

challen)e that re$ire! a !y!te"ic !ocial9 political9 technolo)ical and

b$!ine!! !ol$tion' Stabili;in) the concentration o# )reenho$!e )a!e! in

O$r at"o!phere hile "aintainin) econo"ic )roth de"and! corporate and

political leader!hip and dialo)$e acro!! traditional bo$ndarie!' It re$ire!

)lobal coordination o# technolo)ie!9 )o*ern"ent policie!9 "ar+et! and

in#ra!tr$ct$re!'

ithin o$r Co"pany9 cli"ate chan)e!9 and the $nderlyin) i!!$e o#

#$el econo"y9 po!e a partic$lar challen)e' In North A"erica9 the #$el

econo"y o# o$r *ehicle! i! co"petiti*e and in !o"e ca!e! e*en be!t>in>cla!!

ithin their re!pecti*e !e)"ent!' 8oe*er9 the "ar+et>leadin) pop$larity o#

o$r tr$c+! and SU=! re!$lt! in a lo a*era)e #$el econo"y #ro" o$r #leet a!

a hole' Acro!! the ind$!try9 #$el e##iciency i"pro*e"ent! co"pete #or

in*e!t"ent ith other prod$ct #eat$re! and inno*ation!9 o*erall a##ordabilityand pre!!in) obli)ation! li+e !a#ety9 health care and pen!ion co!t!'

E*en a! e )rapple ith thi! i!!$e9 e contin$e to !et the pace in o$r

ind$!try on i"portant en*iron"ental and !ocial prioritie!9 !$ch a! red$cin)

ater con!$"ption9 con!er*in) ener)y9 recyclin) and re$!in) non>reneable

"aterial!9 eli"inatin) to6ic "aterial!9 e!tabli!hin) code! o# or+in)

condition! and !a#ety in o$r plant! and !$pply chain9 and addre!!in) p$blic

health i!!$e! #ro" 8I=LAIDS to cancer to j$*enile diabete!' Yo$ ill #ind all

the!e i!!$e! and "ore addre!!ed in thi! report'

:oo"in) on the hori;on are additional challen)e! a! ell a!

opport$nitie!' The !heer !cale o# o$r ind$!try i! enor"o$!' In the United

State!9 the a$to ind$!try i! re!pon!ible #or 4'4 "illion job!9 hich i! abo$t

percent o# all pri*ate>!ector job! and nearly @ percent o# .ro!! Do"e!tic

-rod$ct' No other !in)le ind$!try i! "ore lin+ed to U'S' "an$#act$rin)

!tren)th or )enerate! "ore retail b$!ine!! and e"ploy"ent' The U'S' a$to

ind$!try p$rcha!e! 4/ percent o# all the r$bber and abo$t 5/ percent o# all

the al$"in$"9 iron and !tainle!! !teel $!ed in the United State!'

The 40 "illion ne car! and tr$c+! !old )lobally la!t year pro*ide

per!onal "obility and econo"ic opport$nity to an increa!in)ly

interdependent pop$lation' So"e people belie*e that it! i"po!!ible to

pro*ide per!onal tran!portation itho$t i"po!in) co!t! on the en*iron"ent

and !ociety9 and that it! i"po!!ible #or b$!ine!! to addre!! en*iron"ental


12/40

and !ocial need! itho$t breachin) it! #id$ciary re!pon!ibility to

!hareholder!'

At Ford9 e are deter"ined that the!e prioritie! do not need to con#lict

ith one another9 and that the path to pro#itable )roth in o$r ind$!try "ay

increa!in)ly lie in #indin) ay! to )enerate ne re*en$e by reconcilin)

the!e i!!$e!9 not j$!t tradin) the" o## a)ain!t one another' e de!cribe !$ch

thin+in) in thi! report9 o$r #ir!t or)ani;ed $nder a !$!tainability &rather than

corporate citi;en!hip( title'

Ford joined !e*en other a$to"oti*e co"panie!9 three ener)y

co"panie! and an a$to"oti*e !$pplier in a !t$dy !pon!ored by the orld

%$!ine!! Co$ncil #or S$!tainable De*elop"ent &%CSD( entitled KMobility

?/5/, Meetin) the Challen)e! to S$!tainability9K hich a! p$bli!hed la!t

year' In addition to cli"ate chan)e9 air poll$tion and road !a#ety9 the reportcalled o$t the )roin) i"portance o# noi!e9 con)e!tion and the "obility

Kdi*ideK beteen the rich and the econo"ically and !ocially di!ad*anta)ed

a! critical i!!$e! on the road to !$!tainable "obility'

The!e i!!$e! beco"e e*en "ore ac$te a! h$ndred! o# "illion! o#

people aro$nd the orld join the )lobal econo"ic "ar+etplace and clai"

acce!! to the li#e!tyle9 incl$din) per!onal "obility9 lon) enjoyed by the

pop$lation! o# de*eloped "ar+et!'

e +no that !"art co"petitor! are racin) to be #ir!t ith !ol$tion!

#or the ?0!t cent$ry9 and e ant to lead that race'

O$r or+ i!9 there#ore9 $r)ent9 and it i! proceedin) alon) three path!,

Inte)rated !trate)y,

Since e !ee !$!tainability a! core to o$r b$!ine!! !$cce!!9 e are

or+in) to de*elop "etric!9 tar)et! and "ile!tone! to be e6plicitly inte)rated

into o$r b$!ine!! plan9 alon)!ide the #$nda"ental! o# $ality9 co!t and

re*en$e9 prod$ct! and relation!hip!' ere al!o or+in) on the di##ic$lt

challen)e o# reconcilin) !hort>ter" i"perati*e! to deli*er #inancial ret$rn!ith the in*e!t"ent! re$ired to reali;e lon)>ter" opport$nitie!'

Technolo)ical inno*ation,

e ha*e de*eloped an or)ani;ation and )o*ernance !tr$ct$re the

S$!tainable Mobility .ro$p dedicated to in*e!tin) in and dri*in) ne


13/40

"obility technolo)ie!9 incl$din) hybrid!9 clean die!el!9 hydro)en internal>

co"b$!tion en)ine! and #$el cell!' ere cond$ctin) thi! brea+thro$)h or+9

too9 on nearer>ter" *ehicle technolo)ie!9 !$ch a! alternati*e #$el! and

ad*anced )a!oline en)ine!' e al!o contin$e to or+ on ne de*elop"ent!

in the ay e b$ild o$r car! and tr$c+!9 #or e6a"ple thro$)h #le6ible

"an$#act$rin) techni$e!'

E6ternal dialo)$e,

Ne b$!ine!! challen)e! re$ire ne thin+in)9 hich in t$rn re$ire!

ne relation!hip! in the co""$nitie! in hich e operate' The hi!tory o#

ind$!try i! littered ith the re"ain! o# co"panie! that ri)idly de#ended their

orld *ie thro$)h their policie!9 !trate)ie!9 "ar+etin) and relation!hip!'

On i!!$e! o# broad p$blic concern9 e##ort! to increa!e "$t$al $nder!tandin)

are $!$ally "ore prod$cti*e than an ad*er!arial de#en!e o# !pecial intere!t!'That! hy en)a)e"ent ith policy "a+er!9 ad*ocacy )ro$p!9 con!$"er!9

in*e!tor!9 b$!ine!! partner! and e"ployee! i! a corner!tone o# o$r dri*e to

reali;e o$r *i!ion' Already9 in de*elopin)

O$r approache! to h$"an ri)ht! and cli"ate chan)e9 e ha*e !een the *al$e

o# li!tenin)9 learnin) and actin) in concert ith tho$)ht#$l ad*ocate!'

I" pro$d o# the !tep! e ha*e ta+en !o #ar "o!t notably the

introd$ction o# the E!cape 8ybrid9 the orld! #ir!t hybrid SU= the

rein*ention o# the Ro$)e #acilitie! a! a "odel o# ?0!t>cent$ry !$!tainable

"an$#act$rin) o$r ind$!try>leadin) action! in h$"an ri)ht! and the

re!pon!e o# o$r e"ployee! to h$"an need! notably in So$thea!t A!ia a#ter

the Dece"ber ?4 t!$na"i and in the U'S' .$l# Coa!t a#ter 8$rricane

7atrina'

I al!o reco)ni;e that e ha*e a lot "ore to do to !ec$re the

!$!tainability o# o$r b$!ine!! o*er the lon) ter"' I loo+ #orard to reportin)

o$r pro)re!! in #$t$re report! '

B344 Ford

Chair"an and CEO

O7er73e8,
http://www.ford.com/en/company/about/sustainability/report/overview.htmhttp://www.ford.com/en/company/about/sustainability/report/overview.htm


14/40

O$r ind$!try9 the b$!ine!! en*iron"ent and !ocietal e6pectation!

contin$e to e*ol*e9 and !o doe! o$r reportin)' Find o$t ho e are

"ana)in) !$!tainability a! a !trate)ic priority ithin the b$!ine!!'

O5r I=1areachin)

i"pact! on en*iron"ental9 !ocial and econo"ic !y!te"!' Read abo$t o$r

analy!i! and prioriti;ation o# the!e i!!$e! and i"pact!'

O5r I=1areachin)

i"pact! on en*iron"ental9 !ocial and econo"ic !y!te"!' Read abo$t o$r

analy!i! and prioriti;ation o# the!e i!!$e! and i"pact!'

(!he challenge for us now is to reconcile our need to respond tomainstream investors with our long)term sustaina*ility goals.(
http://www.ford.com/en/company/about/sustainability/report/impacts.htmhttp://www.ford.com/en/company/about/sustainability/report/impacts.htmhttp://www.ford.com/en/company/about/sustainability/report/impacts.htmhttp://www.ford.com/en/company/about/sustainability/report/impacts.htm


15/40

For25ne Fordi! a /,/ Boint =ent$re !et $p beteen to ell

+non and rep$ted #a"ilie! in 8yderabad9 the Mode! and the %ab$l 7han!'

Fort$ne Ford i! a blend o# e6perience and yo$th' The e6perience and )ood

ill that Mr' Mi!bah$ddin %ab$l 7han and Mr' -re"ed Mode enjoy blend

*ery ell ith the yo$th and ener)y o# the yo$n)!ter! %a!her9 8a!hi!h9 Nora

and Sera to "a+e Fort$ne Ford a tr$ly orld cla!! Ford Dealer!hip'

For25ne Ford"ar+et! and !er*ice! the recently la$nched tr$ly

E$ropean Ford Fie!ta9 the e*er>pop$lar Ford Icon Flair9 the No non>!en!e car

Ford F$!ion and the "acho SU= the Ford Endea*o$r thro$)h it! !ale! and

!er*ice o$tlet! at 8yderabad' The !ale! o$tlet i! located !trate)ically at

So"aji)$da ne6t to :anda$' e ha*e to !er*ice center!9 one at Chapel

Road9 Abide! oppo!ite Stanley Colle)e and other one at Fatheba)h9

ABOUT FORTUNE FORD

:ELP LINES


16/40

Santhna)ar' The!e centrally located o$tlet! pro*ide con*enient and ea!y

acce!! to both the pro$d oner! a! ell a! pro!pecti*e b$yer!' The

or+#orce at For25ne Fordi! co""itted to e6cellence in !er*in) all

e!tee"ed c$!to"er!'

The Sale! Tea" i! "ade $p o# dedicated !horoo" and #ield

e6ec$ti*e! ho are pro#e!!ionally trained by Ford India :i"ited' They are

adept at )$idin) the c$!to"er thro$)h the entire !ale! proce!! ri)ht #ro"

a!!i!tin) in the choice o# "odel9 color and #eat$re! to lendin) a helpin) hand

in pro*idin) attracti*e b$ybac+ option! and al!o arran)in) #inance at

co"petiti*e rate!'

The Ser*ice Centre i! ar"ed ith the !tate>o#>the art e$ip"ent and i!

in>line ith Ford! e6actin) .lobal !tandard!' The !er*ice tea" i! technically

$ali#ied and trained to analy;e and pro*ide !ol$tion! adherin) to $ality

Care9 in order to !ati!#y e*en the "o!t de"andin) c$!to"er!'

The For25ne Forddealer!hip "aintain! a hi)h !tandard o# e6cellence

in !ale! and !er*ice! by !endin) it! per!onnel #or trainin) on a re)$lar ba!i!

to Ford India :i"ited9 to $pdate the" ith the late!t technolo)ical ad*ance!

in the a$to"oti*e !phere'

MODELSFIESTA FUSION ENDEAVOUR


17/40

IKON MONDEO

S:OWROOM

e ha*e /// !i#t centrally air conditioned !horoo"9 located in theheart o# the city in So"aji)$da9 adjacent to Enad$ o##ice and j$!t opp' to

7hairtabad RTA' Thi! "a+e! con*enient #or al"o!t e*ery one re!idin) in

and aro$nd 8yderabad and Sec$nderabad'

T0e 9a


18/40

-RODUCT -ROFI:E

ABOUT FORD FIESTA


19/40

Ford Fie!ta O##er! a potent co"bination o# )lobal !tylin)9 !$perior

dri*in) dyna"ic!9 enhanced interior co"#ort and cla!! leadin) #$el econo"y'

The D$ratec petrol en)ine in the Fie!ta )i*e! it the #$n>to>dri*e

#la*o$r and enhanced #$el econo"y thro$)h a co"bination o# ad*anced

co"b$!tion technolo)y9 "ini"$" ei)ht9 and lo internal #riction' The

Ford Fie!ta D$ratec co"e! in to *ariant! > 0'@ :iter i! an ideal city car and0'4 :iter i! a joy>to>dri*e car #or the dri*in) enth$!ia!t'

Ford ha! #$rther !tren)thened their "ar+et by introd$cin) it! proprietary

T$rbo Direct Co""on Rail injection &TDCi( technolo)y in India'


20/40

The Fie!ta! all> al$"in$" die!el poer train i! the !tate o# the art

*er!ion e$ipped ith ne )eneration TDCi technolo)y' U!in) the late!t

to>!ta)e #$el injection !y!te" and an Accelero"eter -ilot Control9 the

Fie!ta ill create ne !tandard! in t$rbo>die!el per#or"ance'

hile bein) one o# the !"oothe!t and $iete!t die!el! in it! cla!!9 the

conte"porary technolo)y i! de!i)ned to deli*er re!pon!i*e acceleration9 #$el

econo"y9 and red$ced e"i!!ion!'K The line>$p o# Ford Fie!ta i! no

a*ailable acro!! India'

Ford Fie!ta Retail -rice! &e6 Shoroo" 8yderabad( &All price! in R$pee!(

Fie!ta 0'@ D$ratec E6i &-etrol( R!' '41 la+h

Fie!ta 0'4 D$ratec S


21/40

.o Fida be!t tran!late! to a !en!e o# ob!e!!ion that thi! car ill create hen

dri*en'

hether yo$ are dri*in) on city road! or hi)hay! the #ie!taG!

per#or"ance i! !pirited and re!pon!i*e' Conte"porary a$to"oti*e de!i)n

that per#ectly co"bine! !tyle and !olidity' D$ra technolo)y9 at the heart o#

the #ie!ta9 en!$re! e*ery dri*e i! e6citin)9 !"ooth and econo"ical' The #ie!ta

al!o #eat$re! A%S &Anti>loc+ bra+e !y!te"( and E%D &Electronic bra+e

di!trib$tion(' So hen yo$ dri*e the #ord #ie!ta yo$ can be !$re thin)! are a!

!a#e a! can be'

D5ra Te


22/40

Genera4 E4e


23/40

eng3neer; 8ored 8320 1rod5


24/40

500 man years of work

46 PROTOTYPES

90 PRE-PROD!T"O# $E%"!&ES'00000 () OF TEST"#*

++000 "#D"$"D,& TESTS

5 !R,S% TESTS.

T%E $ERD"!T

Ford ESTA

:AE GONE FIDA

D$ra technolo)y at the heart o# the #ie!ta "a+e! e*ery dri*e a

joyride' Co"bine that ith incredible "ilea)e and yo$G*e )ot a car thatG! the

!t$## o# drea"!' :ittle onder then9 that the #ie!ta ha! on heart! here*er it

ha! )one' And thatG! not all9 it ha! on' For" an entry in PThe :i"ca %oo+

o# Record! to the %S "otorin) "ilea)e r$n9 the #ie!ta pro*e! repeatedly

that it i! "ile! ahead o# it! co"petition' So i# yo$Gre loo+in) #or a car yo$

can P)o #ida on9 yo$ donGt ha*e to loo+ any #$rther' Di!co*er hat @@9///

happy c$!to"er! ha*e e6periencedQ

Need 9or 20e S25dy
http://www.india.ford.com/servlet/ContentServer?cid=1137382952959&pagename=FIPL%2FDFYPage%2FDefault&c=DFYPagehttp://www.india.ford.com/servlet/ContentServer?cid=1137385515312&pagename=FIPL%2FDFYPage%2FDefault&c=DFYPagehttp://www.india.ford.com/servlet/ContentServer?cid=1137382934972&pagename=FIPL%2FDFYPage%2FDefault&c=DFYPage


25/40

Need 9or 20e S25dy

C$!to"er Sati!#action i! e!!ential #or e*ery -rod$ct to !$r*i*e in the

"ar+et' %eca$!e a !ati!#ied c$!to"er can help the b$!ine!! by placin) #$t$re

de"and! to the co"pany9 and pa!!in) the ord o# "o$th to the other

potential c$!to"er!' So it i! *ery i"portant #or the co"pany to ta+e care o#

O@e


26/40

0' .ettin) the #eedbac+ o# c$!to"er! pertainin) to -rice9 A#ter Sale!

Ser*ice'

?' To +no the -rod$ct per#or"ance'

5' To +no C$!to"er Sati!#action'

@' To )i*e !$))e!tion! accordin) to the Findin)! &i# nece!!ary('


27/40

RESEARC: MET:ODOLOGY

RESEARC: DESIGN


28/40

A re!earch de!i)n i! con!idered a! the #ra"e or+ or plan #or a !t$dy

that )$ide! and help! the collection and analy!i! o# the data'

A !o$nd re!earch i! the ba!i! o# !$cce!! o# any #or"al re!earch' It i!

!aid to be the bl$e print o# the !t$dy cond$cted'

NATURE OF T:E DATA

The data collected #or the !t$dy a! "ainly pri"ary in nat$re' There

i! #ir!t hand in#or"ation hich i! c$!to"er opinion9 toard! the co"pany

prod$ct!' %e!ide! thi! !econdary data a! al!o collected #ro" co"pany

broch$re! and co"pany eb!ite!'

SOURCE OF DATA

-ri"ary data a! collected #ro" the c$!to"er! ho are $!in) FORD

FIESTA car9 in 8yderabad city'

Secondary data a! collected #ro" the co"pany broch$re! and

co"pany eb!ite!'

'#ordindia'co"

'#ort$ne#ord'co"

MET:ODS OF DATA COLLECTION,
http://www.fordindia.com/http://www.fortunefored.com/http://www.fordindia.com/http://www.fortunefored.com/


29/40

The "ethod adopted to elicit in#or"ation #ro" c$!to"er! i!

!tr$ct$red $e!tionnaire that contain! clo!e9 open ended $e!tion!' The

rea!on #or choo!in) the $e!tionnaire "ethod i! pri"arily d$e to the

$alitati*e nat$re o# the !t$dy'

SUREY

ide ran)e o# in#or"ation abo$t C$!to"er opinion9 perception9 and

e6pectation i! )athered thro$)h !$r*ey #ro" 8yderabad City'

SAMPLING DESIGN

Sa=14e 5n32

The !a"plin) $nit i! c$!to"er! ho are $!in) Ford Fie!ta #or"

Fort$ne Ford India :TD9 8ydrabad'

Sa=14e ;3e

The !a"ple !i;e i! 0// C$!to"er! in 8ydrabad'

Sa=143ng Me20od

Con*enient Sa"plin) i! adopted by $!in) the li!t o# the C$!to"er!

in the co"pany'


30/40

L3=32a23on;

L3=32a23on;

0' A! the "o!t o# the C$!to"er! ere b$!ine!! people9 they ere

he!itatin) to )i*e correct in#or"ation'

0' The ti"e con!traint a! al!o the proble" o# concern'

5' Tho$)h the c$!to"er! anted to )i*e in#or"ation they co$ld not

.i*e a! it a!te! their b$!ine!! ti"e'

@' The acc$racy o# the an!er! depend! $pon the "ode o# intere!t o#

re!pondent!'


31/40

The re!earch ha! bro$)ht to li)ht *ario$! #act! abo$t c$!to"er relation!hip at

Fort$ne Ford the $e!tionnaire that a! contact c$!to"er! to obtain their

#eedbac+ had helped to $nder!tand c$!to"er need! and ant! and their

#eedbac+ i! pro*idin) to "aintain better c$!to"er relation!hip'

0 It ha! been #o$nd that "o!t o# the c$!to"er! ere !ati!#ied ith the

Ford Fie!ta "odel'

? Ford Fie!ta i! "aintainin) a )ood po!ition in the "ar+et a"on) itG!co"petitor!'

5 Mo!t o# the c$!to"er! !ati!#ied ith D$ra technolo)y9 !a#ety

#eat$re! and it! per#or"ance'

@ So"e o# the c$!to"er! are !ati!#ied ith the "ilea)e o# Ford

Fie!ta'

Mo!t o# the c$!to"er! are co"e to +no abo$t the Ford Fie!ta

thro$)h the !horoo" e6ec$ti*e! and e*ent pro)ra"!'

4 So"e o# the c$!to"er! are co"e to +no abo$t the Ford Fie!ta

thro$)h the "ailin) and their #riend! and relati*e!'

3 It i! ob!er*ed that "o!t o# the c$!to"er! pre#er Fie!ta H


32/40

1 Majority o# the re!pondent #eel that Fie!ta "odel i! e6cellent and

)ood *al$e #or "oney'

0/ It i! ob!er*ed that the c$!to"er! are !ati!#ied ith the total

"aintenance plan'

00 It i! ob!er*ed that "o!t o# the c$!to"er! are hi)hly !ati!#ied ith

in!$rance and #inance #acility'


33/40

A#ter the analy!in) the data )ather to the !$r*ey9 the #olloin) !$))e!tion!

are propo!ed,

0 In an atte"pt to "aintain )ood relation!9 CUSTOMER CONTACT

-RO.RAM &CC-( i! carried o$t e*ery "onth to recei*e their

#eedbac+ re)$larly'

? E##ort! !ho$ld be "ade to contact the c$!to"er! ri)ht a#ter the!ale! thi! co$ld help the "ana)e"ent to recei*e preci!e #eedbac+

#ro" the c$!to"er! hich "i)ht be po!!ible thro$)h the CC-'

5 For increa!in) their !ale! the co"pany !ho$ld pro*ide one or to

e*ent pro)ra"! in a "onth'

@ More n$"ber o# c$!to"er! are not hi)hly !ati!#ied ith itG!

!er*ice' Need i"pro*e the better !er*ice!'

Fort$ne Ford i! increa!e itG! c$!to"er! in la!t 5 "onth!9 #or that the

co"pany !ho$ld increa!e c$!to"er !er*ice centre! in 8yderabad

#or c$!to"er con*enient'

4 No a day!9 c$!to"er! are loo+in) #or a #ree o##er! that arepro*ided by co"pany ith *ehicle9 co"parin) to other

co"petitor!9 con!iderin) thi! co"pany !ho$ld be pro*ide "ore

#ree o##er!'

SUGGESTIONS


34/40

3 For increa!in) the !ale! and #indin) the ne c$!to"er! the

co"pany "$!t ad*erti!e it! prod$ct! in di##erent "edia'

2 Sale! per!onal !ho$ld be $p)rade re)$larly ith all the technical

in#or"ation and ne pricin) li!t abo$t the *ehicle'

1 E##ort! !ho$ld be "ade the c$!to"er! are )i*en a#ter the !ale!

#eedbac+ #or" to )i*e their #eedbac+ on their p$rcha!e e6perience'

0/ E##ort !ho$ld be "ade to i"ple"ent !$))e!!ion o##ered by the

c$!to"er!'

00 The c$!to"er relation!9 Mana)er ta+e a per!onal e##ort to contact

di!!ati!#ied c$!to"er! and chan)e their attit$de! toard! the

dealer!hip'


35/40

ANNE


36/40

A STUDY ON CUSTOMER SATISFACTION TOORDS FORD

FIESTA FOTTUNE FORD INDIA :TD9 8YDRA%AD'

&UESTIONAIRE(

Na"e, Date,

Addre!!,

E> "ail, -h,

0' 8o do yo$ co"e to +no abo$t Ford Fie!ta

T'= add! & ( Ne! -aper! & ( A$to Ma)a;ine! & (

ord o# "o$th & ( 8oardin)! & (

?' Since ho lon) yo$ are $!in) thi! car

/>4 "onth! & ( /'4>0 Year! & ( 0>? year! & (

5' hat are the #eat$re! that "ade yo$ to b$y Fie!ta

%rand & ( Milea)e & ( price & ( De!i)n & (

@' hich "odel yo$ are $!in) in the Fie!ta

Die!el, E6i & ( ;6i & ( S6i & (

-etrol, E6i & ( ;6i & ( S6i& (

' 8o o$ld yo$ rate the per#or"ance o# Fie!ta

E6cellent & ( .ood & ( Fair & ( -oor & ( =ery -oor & (

4' 8o do yo$ #eel abo$t the De!i)n o# Ford Fie!ta


3' Are yo$ !ati!#ied ith "ilea)e9 co"pare to co"petitor! & *erna (

Ye! & ( No & (


37/40

2' 8o do yo$ #eel abo$t !a#ety and !ec$rity in Fie!ta


1' 8o do yo$ #eel abo$t !eatin) and central AC !y!te"


0/' Are yo$ !ati!#ied ith n$"ber o# colo$r! in Fie!ta

Ye! & ( No & (

00' 8o o$ld yo$ rate the re!ale o# Fie!ta


0?' 8o do yo$ #eel abo$t the dri*in) co"#ort ne!!


05' 8o do yo$ #eel abo$t the !er*ice a#ter !ale!


0@' o$ld yo$ !$))e!t thi! car to other!

Ye! & ( No & (

0' O*erall are yo$ !ati!#ied ith Ford Fie!ta

Ye! & ( No & (

04' Do yo$ thin+ $!in) Ford Fie!ta i! a !tat$! Sy"bol yo$04' Any S$))e!tion!,

Than+! yo$ #or !parin) *al$able ti"e


38/40

Si)nat$re

%I%:IO.RA-8Y

Na=e o9 20e Boo A520or Na=e

Mar+etin) Mana)e"ent , -hilip 7ilter

F$nda"ental! o# Mar+etin) , illia" B' Stanton

%r$ce B' al+er

Mar+etin) Re!earch , Donald S' Toll

Dell I 8a+in!

We@ S32e;

'india'#ord'co"

'#ort$ne#ord'co"

')oo)le'co"
http://www.india.ford.com/http://www.fortuneford.com/http://www.google.com/http://www.india.ford.com/http://www.fortuneford.com/http://www.google.com/


39/40

A STUDY ON CUSTOMER SATISFACTION TOORDS FORD

FIESTA IN FOTTUNE FORD INDIA :TD9 8YDRA%AD'UESTIONAIRE

Na"e, Date,

Addre!!,

E> "ail, -h,

0' 8o do yo$ co"e to +no abo$t Ford Fie!ta

T'= add! & ( Ne! -aper! & ( A$to Ma)a;ine! & (ord o# "o$th & ( 8oardin)! & (

?' Since ho lon) yo$ are $!in) thi! car

/>4 "onth! & ( /'4>0 Year! & ( 0>? year! & (

'. Do yo5 1o;;e;; any o20er


40/40

Ye! & ( No & (

05' 8o do yo$ #eel abo$t the dri*in) co"#ort ne!! E6cellent & ( .ood & ( Fair & ( -oor & ( =ery -oor & (

0@' 8o do yo$ #eel abo$t the !er*ice a#ter !ale! E6cellent & ( .ood & ( Fair & ( -oor & ( =ery -oor & (

0' 8o o$ld yo$ rate the re!ale o# Fie!ta E6cellent & ( .ood & ( Fair & ( -oor & ( =ery -oor & (

04' o$ld yo$ !$))e!t thi! car to other!

Ye! & ( No & (

03' O*erall are yo$ !ati!#ied ith Ford Fie!ta

Ye! & ( No & (

"$. Do yo5 1o;;e;; any o20er

customer satisfaction on cars

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