CHAPTER – I

1
 TOPIC AND SIGNIFICANCE:
CUSTOMER PERCEPTION

Perception is defined as the process by which an individual selects, organizes, and

interprets stimuli into a meaningful and coherent picture of the world. It can be
described as “ How we see the world around us.” Two individuals may be exposed to
the same stimuli under the same apparent conditions, At how each person
recognizes, selects, organizes, and interprets them is a highly individual process
based on each person own needs, values, and expectations. The influence that each of
these variables has on the perceptual process, and its relevance to marketing, will be
explored in some detail. First, however, we will examine some of the basic concepts
that underlie the perceptual process. These will be discussed with in the framework
consumer behavior.

SENSATION:

Sensation is the immediate and direct response of the sensory organs to simple
stimuli ( an advertisement, a package, a brand name ). A stimulus is any unit of input
to any of the senses. Examples to stimuli include products, packages, brand names,
advertisements, and commercials. Sensory receptors are the human organs (the eyes,
ears, nose, mouth, and skin) that receive sensory inputs. All these sensory functions
are to see, smell, taste, and feel

THE ABSOLUTE THRESHOLD:

The lowest level at which an individual can experience a sensation is called the
absolute threshold. The point at which a person can detect a difference between
“something” and “nothing” is that person’s absolute threshold for that stimulus.

THE DIFFERENTIAL THRESHOLD:

The minimal difference that can be detected between two similar stimuli is called the
differential threshold, or j.n.d (for just noticeable difference). A nineteenth – century
Germany scientist named Ernst Weber discovered that the j.n.d between two stimuli
was not an absolute amount, but an amount relative to the intensity of the first
stimulus. Weber’s law as it has come to be known states that the stronger the initial
stimulus, the grater the additional intensity needed for the second stimulus to be
perceived as different.

2
Markets:

The concepts of exchange and relationships lead to the concept of a market. A

market is the set of actual and potential buyers of a product. These buyers share a
particular need or want that can be satisfied through exchange relationships.

Marketing means managing markets to bring about profitable customer

relationships. However, creating these relationships takes work. Sellers must search
for buyers, identify must first create a need-satisfying marketing offer (product). It
must decide how much it will charge for the offer (price) and how it will make the
offer available target consumers (place). Finally, it must communicate with the
target customers about the offer and persuade them of its merits (promotion).

Marketing:

Marketing Is The Business Function That Identifies Customer Needs And

Wants. Creating Customer Value And Satisfaction Are The Heart Of Modern
Marketing Thinking And Practice. Marketing Is The Delivery Of Customer
Satisfaction At A Profit.

Many People Think Of Marketing only as selling & Advertising. But Selling
& Advertising Are Only the Tip of Marketing. Marketing Means Managing Markets
To Bring About Exchanges And Relationships For The Purpose Of Creating Value
And Satisfying Needs & Wants.

Today, Marketing Must Be Understood Not In The Old Sense Of Making A

Sale – ‘’Telling And Selling’’ – But In The New Sense Of Satisfying Customer Needs.
If The Marketer Does A Good Job Of Understanding Consumer Needs; Develops
Products That Provide Superior Value; And Prices, Distributes, And Promotes
Them Effectively, These Products Will Sell Very Easily. Thus, Selling And
Advertising Are Only Part Of A Larger ‘’Marketing Mix’’ – A Set Of Marketing
Tools That Work Together To Satisfy Customer Needs And Build Customer
Relationships.

Broadly Defined, Marketing Is A Social And Managerial Process By Which

Individuals And Groups Obtain What They Need And Want Through Creating And
Exchanging Value With Others. In A Narrower Business Context, Marketing
Involves Building Profitable, Value – Laden Exchange Relationships with
Customers. Hence, We Define Marketing as the Process By Which Companies
Create Value For Customers And Build Strong Relationships In Order To Capture
Value From Customers In Return.

3
Customer Needs, Wants, and Demands:

The Most Basic Concept Underlying Marketing Is That Of Human Needs. Human
Needs Are States of Felt Deprivation. They Include Basic Physical Needs for Food,
Clothing, Warmth, And Safety: Social Needs For Belonging And Affection: And
Individual Needs For Knowledge And Self – Expression. These Needs Were Not
Created By Marketers: They Are A Basic Part Of The Human Makeup.

Wants Are The Form Human Needs Take As They Are Shaped By Culture
And Individual Personality. An American Needs Food But Wants A Big Mac,
French Fries, And A Soft Drink. A Person in Mauritius Needs Food But Wants A
Mango. Rice, Lentils, and Beans. Wants Are Shaped By Buying Power, Wants
Become Demands. Given Their Wants And Resources, People Demand Products
With Benefits That Add Up To The Most Value And Satisfaction.

Marketing Management:

The analysis, planning, implementation and control of programs design to

create, build and maintain beneficial exchanges with target buyers for the purpose of
achieving organizational objectives.

Marketing Management concepts

Production
Production Product
Product Selling
Selling Marketing
Marketing Societal
Societal
Production Concept:

Management should focus on improving production and distribution

efficiency. When the demand for a product exceeds the supply, management should
looks for ways to increase production. When the products cost is too high, improved
productivity is needed to bring it down.

Product Concept:

Consumer will favour products that offer the most quality, performance and
innovative features. Thus, an organization should devote energy to making continues
product improvements.

4
Selling Concept:

Consumers Will Not Buy Enough Of The Organizations Products Unless Its
Under Takes Large-Scale Selling And Promotion Effort.

Existing Selling & Profits through

Factory products promoting sales volume

Selling: S

Selling Is Also Important Function Of Marketing. It Is The Process Where By

Goods And Services Finally Flow To The Customers Who Need Them. Selling
Focuses On The Needs Of The Sell

Marketing Concept:

The Marketing Concept Holds That Achieving Organizational Goals Depends

On Determining The Needs And Wants Of Target Markets And Delivering The
Desired Satisfaction More Effectively And Efficiently Than To Competitors.

Customer Integrated Profits through

Market needs marketing customer satisfaction

Marketing means obtaining customers. Marketing focuses on the needs of the

purchaser. Makes profits by creating long term customer relationships based on
customer value and satisfaction.

Societal Concept:

The societal marketing concept holds that the organization Should determine
the needs, wants and interests of target markets.
Society
(Human welfare)

Consumers 5 Company
(Want satisfaction) (Profits)
Marketing Mix (4 Ps):

Marketing mix includes the set of controllable, tactical marketing tools in the
target market.

 Product means the goods and services combination the company offer
to the target market. Ex: nuts & bolts, spark plugs, pens & pencils etc
 Price is the amount of money customers have to pay to obtain the
product.

 Place includes company activities that make the product available to

target consumers

 Promotion means activities that communicate the merits of the product

and persuade target customers to buy it. Ford spends money each year
for advertising to tell consumer about the company and its product.

Product
Product Price
Price
Product
Product variety
variety List
List price
price
Quality
Quality & Design
& Design Discounts
Discounts
Features
Features Allowances
Allowances
Brand
Brand name
name Payment
Payment period
period
Packaging
Packaging && Services
Services Credit
Credit terms
terms
Warranties
Warranties & Returns
& Returns

Target
Customer
s

Place
Place
Channels
Channels
Coverage
Promotion
Promotion
Coverage &
& Locations
Locations Advertising
Assortments Advertising
Assortments Personal
Inventory Personal selling
selling
Inventory Sales
Transportations Sales promotion
promotion
Transportations Public
Logistics Public relations
relations
Logistics

6
Marketing Effort / Marketing Control:
The company wants to design and put in to action the marketing mix that will
best achieves its objectives in its target markets.

Analysis

Planning
Planning Implementatio
Implementatio Control
Control
Develop
Develop strategic
strategic nn Measure
Measure results
results
plans
plans
Carry
Carry out
out plans
plans
Evaluate
Evaluate results
results
(( The
The company
company turns
turns
Develop
Develop marketing
marketing the plans
the plans
plans
plans in Take
Take corrective
corrective
in to
to action
action ))
action
action

7
CHAPTER-II

8
 DISTORTING INFLUENCES OF PERCEPTION:

Individuals are subject to a number of influences that tend to distort their

perceptions; some of these are given below

• Physical appearances
• Stereotypes
• Irrelevant cues
• First Impressions
• Jumping to Conclusions
• Halo effect

Price and quality relationship:

Perceived product value has been described as a trade – off between the product’s
perceived benefits ( or quality ) and the perceived sacrifice both monetary and non-
monetary required to acquire it

Perceiv
+ ed
+
quality

+
objecti +
ve Perception Perceive Willingnes
- s to buy
price Of price value

Rerceive
a
sacrifi
+ -
ce

9
 A. Conceptual relationship of price effect

+
Brand Perception
name Of brand

+
Store Perception
name Of store

Perceiv
+ d
+
quality

Object +
ive Perception Perceive Willingnes
price Of price Value s to buy
-

Rerceive
a
sacrifi
+ -
ce

B. Extended conceptualization to include brand name and store name

Customer Perception; Perception Is The Process Of Selecting, Organizing,

And In Interpreting Or Attaching Meaning To Events Happening In Environment.

The Above Definition Emphasizes On Certain Features Of Perception:

• Perception Is A Mental Process, Where By An Individual Selects

Data Or Information From The Environment Organizes It And
Then Draws Significance Or Meaning From It.
• Perception Is Basically A Cognitive Or Thinking Process And
An Individuals Activities Emotions Feelings Etc Are Based On
His Or Her Perceptions Of Their Surroundings Or Environment

10
 Perception An Intellectual And Cognitive Process Will Be Subjective In Nature
That Is As A Subjective Process Different People May Perceive The Environmental
Occurrence Of An Event Differently Based On Which Aspects Of The Situation Is
Absorbed By Them How They Organize This Information And On How They Draw
Meaning And Interpret It So As To Obtain A Meaningful Understanding Of The
Situation. From This We Can See That Subjectivity Perceived Reality Will Vary
From Person To Person In A Given Situation.

The Topic Selected For The Study Has Got Greater Significance As It
Highly Influence The Buying Behavior Of The Customer
Customer Imagery

Customers Have A Number Of Enduring Perceptions Or Images Which Are

Quite Relevant To The Study Of Customer Behaviour.Thus It Becomes Very
Difficult To Gauge The Customers Mind

Need and Importance:

The Topic Selected For Study, As There Is Greater Importance Of

Customer Perception In The Organization Due To Impact Of Growing Technologies
In The Business Environment. Change Is Here To Stay, And We Need To
Understand That All The Practices That Are Working Today May Not Necessarily
Work Tomorrow. Customers’ Expectations, Market Changes and Strategic
Decisions Will Highly Influence the Customer’s Perception towards a Particular
Brand.

Scope Of The Study

The study has a wider scope covering the marketing segment of the people who are
using ford cars and it also emphasizes on the parameters like customer awareness,
customer perception branding value and image. It also throws a light on the
customer awareness of the automobile industry with attention to ford. The project
covers the entire branding features on their impact on customer

Objectives Of The Study

• To know the customer perception on ford fiesta

• To know the customer satisfaction on ford fiesta

• To estimate the factors influencing the buying behavior of the customer

• To know the brand image among the customers.

• To know the brand awareness among the customers.

11
Research Methodology

Research Design:

A research design is considered as the frame work or plan for a study that
guides and helps the collection and analysis of the data.

A sound research is the basis of success of any formal research. It is said to

be the blue print of the study conducted.

Nature of the Data:

The data collected for the study was mainly primary in nature. There is first
hand information which is customer opinion, towards the company products.
Besides this secondary data was also collected from company brochures and
company websites.

Sources of Data:

Primary data was collected from the customers who are using ford cars in
Hyderabad city.

Secondary data was collected from the company brochures and company
websites.

Www.Ford.Com

Www.Fordindia.Com

12
Methods of Data Collection:

The method adopted to elicit information from customers is structured

questionnaire that contains close, open ended questions. The reason for choosing the
questionnaire method is primarily due to the qualitative nature of the study.

Survey:

Wide range of information about customer opinion, perception, and expectation is

gathered through survey from Hyderabad city .

Sampling Design:

Sample Unit:The sampling unit is customers who are using cars o fordIndia ltd,
Hyderabad.

Sample Size:The sample size is 100 customers in Hyderabad city.

Sampling Method: Random Sampling

Limitations:

1. As The Most Of The Customers Were Businessmen Hesitat Give

Correct Information.

2. The Time Period Of Project Is 45 Days.

3. Though The Customers Wanted To Give Information They
could not Give As It Wastes Their Business Time.
4. The Accuracy Of The Answers Depends Upon The Mode Of Interest Of
Respondents.
5. Though the customers wanted to give information they could not, as they felt it
takes away their business time.
6. The accuracy of the answers depends upon the mode of interest of respondents.
7. The opinions of the sample may or may not depict the exact opinions of the total
population.

13
\

PRODUCT PROFILE

14
 ABOUT FORD COMPANY

Ford Motor Company Is The World's Second Largest Automaker With

Approximately 350,000 Employees, And Operating In More Than 200 Markets On
Six Continents. Its Automotive Brands Include Aston Martin, Ford, Jaguar, Land
Rover, Lincoln, Mazda, Mercury And Volvo. Its Automotive-Related Services
Include Ford Credit, Hertz And Quality Care.

The Company's World Headquarters Is In Dearborn, Michigan. Ford Motor

Company Officially Celebrated Its 100th Anniversary On June 16, 2003. For
Additional Information Visit The Site Below.

Overview:

Ford motor company, a global automotive industry leader based in Dearborn,

mich., manufactures and distributes automobiles in 200 markets across six
continents. With about 300,000 employees and 108 plants worldwide, the company’s
core and affiliated automotive brands include ford, jaguar, land rover, Lincoln,
Mazda, mercury and Volvo. Its automotive-related services include ford motor credit
company.

Vehicle Brands:

Automotive Service Brands:

The very first member of the ford motor company family of brands, ford offers
distinctively designed and affordable vehicles for the world's varying lifestyles. From
the model t—the car that first brought driving to the masses, to more recent favorites
like the mustang in the us, the monde in Europe, the eco sport in south America and
the territory in Asia, ford vehicles have been among the world's most popular cars,
trucks and SUV’s.

15
Brief History:

Ford motor company began with just ford vehicles in a wagon shop in
Michigan. To fully understand the essence of this founding member of the family
brands, just look at the early history of ford motor company, from Henry ford's
earliest automotive experiments to the models a, t, and beyond.

While value for money has always been a top priority in developing ford
vehicles, that concern has never compromised quality or the pursuit of quality
solutions. Ford has always strived to meet consumers' real-life requirements—from
smaller cars for Europeans, to "smarter" cars for the ever-changing environment.

One of the most essential ingredients for a successful business is

communication. We strive to keep the public well informed about us, our products,
financial progress, and public policy.

Products And Customers:

We will offer excellent products and services. Ford motor company's flexible
manufacturing systems have the ability to build up to eight different models off two
independent platforms. The flexible systems standardize the assembly process,
improve productivity, eliminate waste and boost quality. Developing and introducing
products with better environmental performance.

Fast Facts:

 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 environmental performance

Progress Since Our Last Report

Around the world, our markets are changing. High fuel prices are accelerating
interest in vehicles with good fuel economy. Markets are expanding in rapidly
growing economies and remain highly competitive everywhere we operate.

To meet and anticipate our customers' needs, we are focusing on:

 Introducing new products. Globally, we introduced 40 all-new, or

substantially new, products in 2004, more than in any year in the company's
history.

16
  Raising the bar on quality. In j.d. power's initial quality study, our 2004 u.s.
vehicles continued a positive trend by improving more than 6 percent
compared to 2003.

 Implementing shared architectures and technologies and flexible

manufacturing. By the end of the decade, 75 percent of our north American
and all of our European plants will be flexible and able to produce multiple
vehicle models.
 Expanding the range of products available in high-growth markets.

Bill Ford – Setting The Vision

"At Ford Motor Company, We Have Made Sustainability

A Long-Term Strategic Business Priority. The Reason Is
Simple: We Are A 100-Year-Old Company, And I Want
Us To Become A 200-Year-Old Company. Sustainability
Is About Ensuring That Our Business Is Innovative,
Competitive And Profitable In A World That Is Bill Ford
Facing Major Environmental And Social Changes." Chairman & CEO,
Ford Motor Company

Our company faces urgent short-term challenges that we have described in

our annual report and will discuss in this report. We're addressing these challenges
by accelerating our business plans to strengthen our balance sheet, optimize our
global footprint and deliver more great products faster. That includes eliminating
excess capacity, reducing the size of our workforce while improving its capability,
increasing our investments in fast-growing markets and speeding up our product
development process.

Our success as a business in the near term is a prerequisite to any strategy for
future growth. However, our responsibility to our customers, shareholders,
employees and communities includes preparing for the future without delay. While
nobody can confidently predict what the world will look like a few decades from now,
it is clear that strong, profitable companies going forward will be the ones that strive
for sustainable use of environmental and social capital in a rapidly growing global
economy.
The business case is clear:

Reduced use of non-renewable resources will help us cut material and

operating cost and avoid the growing volatility of commodity prices.
Society's growing concern for environmental issues is creating growth markets for
innovative "green" products and technologies that generate new sources of revenue.
Increasingly stringent government regulations around the world will favour
companies that are best positioned to address underlying environmental and social
priorities.

17
 Global climate change is one of the most urgent examples. At ford, we have
long acknowledged the importance of climate change. We recognize its potential
impact on economic as well as environmental and social systems. Customers,
investors and policy makers are increasingly focused on the need to burn less fossil
fuel and emit fewer greenhouse gases. The issue will become even more challenging
as growing markets like india and china expand their own needs for energy.

Climate change is also an example of a complex 21st-century challenge that

requires a systemic social, political, technological and business solution. Stabilizing
the concentration of greenhouse gases in
Our atmosphere while maintaining economic growth demands corporate and
political leadership and dialogue across traditional boundaries. It requires global
coordination of technologies, government policies, markets and infrastructures.

Within our company, climate change, and the underlying issue of fuel
economy, poses a particular challenge. In North America, the fuel economy of our
vehicles is competitive and in some cases even best-in-class within their respective
segments. However, the market-leading popularity of our trucks and SUVs results in
a low average fuel economy from our fleet as a whole. Across the industry, fuel
efficiency improvements compete for investment with other product features and
innovations, overall affordability and pressing obligations like safety, health care and
pension costs.

Even as we grapple with this issue, we continue to set the pace in our industry
on important environmental and social priorities, such as reducing water
consumption, conserving energy, recycling and reusing non-renewable materials,
eliminating toxic materials, establishing codes of working conditions and safety in
our plants and supply chain, and addressing public health issues from HIV/aids to
cancer to juvenile diabetes. You will find all these issues and more addressed in this
report.

Looming on the horizon are additional challenges as well as opportunities.

The sheer scale of our industry is enormous. In the United States, the auto industry is
responsible for 6.6 million jobs, which is about 5 percent of all private-sector jobs
and nearly 4 percent of gross domestic product. No other single industry is more
linked to u.s. manufacturing strength or generates more retail business and
employment. The u.s. auto industry purchases 60 percent of all the rubber and about
30 percent of all the aluminum, iron and stainless steel used in the united states.

The 61 million new cars and trucks sold globally last year provide personal
mobility and economic opportunity to an increasingly interdependent population.
Some people believe that it's impossible to provide personal transportation without
imposing costs on the environment and society, and that it's impossible for business
to address environmental and social needs without breaching its fiduciary
responsibility to shareholders.

At ford, we are determined that these priorities do not need to conflict with
one another, and that the path to profitable growth in our industry may increasingly
lie in finding ways to generate new revenue by reconciling these issues, not just

18
trading them off against one another. We describe such thinking in this report, our
first organized under a sustainability (rather than corporate citizenship) title.

Ford joined seven other automotive companies, three energy companies and
an automotive supplier in a study sponsored by the world business council for
sustainable development (wbcsd) entitled "mobility 2030: meeting the challenges to
sustainability," which was published last year. In addition to climate change, air
pollution and road safety, the report called out the growing importance of noise,
congestion and the mobility "divide" between the rich and the economically and
socially disadvantaged as critical issues on the road to sustainable mobility.

These issues become even more acute as hundreds of millions of people

around the world join the global economic marketplace and claim access to the
lifestyle, including personal mobility, long enjoyed by the populations of developed
markets.

We know that smart competitors are racing to be first with solutions for the
21st century, and we want to lead that race.
Our work is, therefore, urgent, and it is proceeding along three paths:

Integrated strategy:

Since we see sustainability as core to our business success, we are working to

develop metrics, targets and milestones to be explicitly integrated into our business
plan, alongside the fundamentals of quality, cost and revenue, products and
relationships. We're also working on the difficult challenge of reconciling short-term
imperatives to deliver financial returns with the investments required to realize long-
term opportunities.

Technological innovation:

We have developed an organization and governance structure – the

sustainable mobility group – dedicated to investing in and driving new mobility
technologies, including hybrids, clean diesels, hydrogen internal-combustion engines
and fuel cells. We're conducting this breakthrough work, too, on nearer-term vehicle
technologies, such as alternative fuels and advanced gasoline engines. We also
continue to work on new developments in the way we build our cars and trucks, for
example through flexible manufacturing techniques.

External dialogue:

New business challenges require new thinking, which in turn requires new
relationships in the communities in which we operate. The history of industry is
littered with the remains of companies that rigidly defended their world view
through their policies, strategies, marketing and relationships. On issues of broad
public concern, efforts to increase mutual understanding are usually more
productive than an adversarial defence of special interests. That's why engagement

19
 with policy makers, advocacy groups, consumers, investors, business partners and
employees is a cornerstone of our drive to realize our vision. Already, in developing

Our approaches to human rights and climate change, we have seen the value of
listening, learning and acting in concert with thoughtful advocates.

I'm proud of the steps we have taken so far – most notably the introduction of
the escape hybrid, the world's first hybrid suv; the reinvention of the rouge facilities
as a model of 21st-century sustainable manufacturing; our industry-leading actions
in human rights; and the response of our employees to human needs – notably in
southeast Asia after the December 26 tsunami and in the u.s. gulf coast after
hurricane Katrina.
I also recognize that we have a lot more to do to secure the sustainability of
our business over the long term. I look forward to reporting our progress in future
reports .

Billfold
Chairman and CEO

Overview:

Our industry, the business environment and societal expectations continue to

evolve, and so does our reporting. Find out how we are managing sustainability as a
strategic priority within the business.
Our Impacts:

As a major multinational enterprise, our activities have far-reaching impacts

on environmental, social and economic systems. Read about our analysis and
prioritization of these issues and impacts.

"The challenge for us now is to reconcile our need to respond to

mainstream investors with our long-term sustainability goals."

Barbara Gasper
Charles Griffith Vice President
Auto Projector Director, Investor Relations

Madelyn Hochstein Marv Adams

President and Founder, DYG Inc. Senior Vice President
Corporate Strategy and
Chief Information Office

20
FORTUNE FORD

Fortune Ford is an authorized dealer for Ford India Limited, who are one of
the leading manufacturers of top quality cars in India, with many variants in the
offering.

Fortune Ford is a 50:50% Joint Venture set up between two well known and
reputed families in Hyderabad, the Modes and the Babul Khans. Fortune Ford is a
blend of experience and youth. The experience and good will that Mr. Misbahuddin
Babu Khan and Mr. Pramod Modi enjoy blend very well with the youth and energy
of the youngsters Bashir, Ashish, Nirav and Siraj to make Fortune Ford a truly
world class Ford Dealership.

Fortune Ford markets and services the recently launched truly European
Ford Fiesta, the ever-popular Ford Ikon Flair, the No non-sense car Ford Fusion and
the macho SUV the Ford Endeavour through its sales and service outlets at
Hyderabad. The sales outlet is located strategically at Somajiguda next to Eanadu.
We have two service centers, one at Chapel Road, Abids opposite Stanley College
and other one at Fathebagh, Santhnagar. These centrally located outlets provide
convenient and easy access to both the proud owners as well as prospective buyers.
The workforce at Fortune Ford is committed to excellence in serving all esteemed
customers.
The Sales Team is made up of dedicated showroom and field executives
who are professionally trained by Ford India Limited. They are adept at guiding the
customer through the entire sales process right from assisting in the choice of model,
color and features to lending a helping hand in providing attractive buyback options
and also arranging finance at competitive rates.
The Service Centre is armed with the state-of-the art equipment and is in-
line with Ford's exacting Global standards. The service team is technically qualified
and trained to analyze and provide solutions adhering to Quality Care, in order to
satisfy even the most demanding customers.
The Fortune Ford dealership maintains a high standard of excellence in
sales and services by sending its personnel for training on a regular basis to Ford
India Limited, to update

21
 FORTUNE FORDSHOW ROOM

We have 5000 sft centrally air conditioned showroom, located in

the heart of somagiguda, adjacent to Eanadu office and opp. To khairatabad RTA.
This makes convenient for almost every one residing in and around Hyderabad and
Secunderabad.

THE FACILITIES OFFERED FROM THE SHOWROOM:

1. Very easy finance facility with in-house finance team to cater to your every
car finance requirements. All the leading finance centers are available like
ICICI, HDFC, KOTAK, AND SUNDARAM, SBI, etc.
2. Exchange offer for any of your used car. Free spot evaluation for any used
car.
3. Professionally trained and courteous sales staff to take care of every relevent
customers.
4. Ford preferred insurance for cashless transactions in claims. Special offers on
insurence renewals. You can your insurence by making call to our service line
9848885919
5. Full range of ford cars with all colours and models.
6. A good stock of ford genuine accessoris to makeownership more delightfull
and safe.
7. A well maintained fleet of test drive cars to give you experience the drive
dynamics on actual conditions before taking the decisions. You can call our
sales help line for test-drive or fill the on - line requisition form.

22
 Service center and locations:

There are two service centers in Hyderabad one is at Abids and another one is at
sanathnagar.

Abids:
5-9-171,
Chappel road, abids,
Hyd 500001, ph. 040-66848384,
E mail:service@fortuneford.com
Service appointment no: 9848885881.

Sanath nagar:
7-2-185,
Fahe bagh, sanath nagar,
Hyd – 500018, ph. 040 – 23800000.
E mail:service@fortuneford.com
Service appointment no: 9848885880.

23
 CHAPTER – III

DATA ANALYSIS &

INTERPRETATION

24
 Ford Fiesta

Introduction:

Ford fiesta offers a potent combination of global styling, superior driving

dynamics, enhanced interior comfort and class leading fuel economy. Fiesta is
available in a choice of contemporary petrol and diesel power trains. More than 47,000
cars sold in a record first year and it has won many awards and achievements in a
short period.

Fiesta with a potent combination of powerful styling and a ‘raring to go’ sprit is
set to excite you with its performance and comfort. Once behind the wheel, we believe to
will ‘go fida’ over this car. The Urdu expression ‘go fida’ best translators to a sense of
obsession that this car will create when driven. If you need more reasons to ‘go fida’, get
behind the wheel of fiesta, and discover for yourselves enthusiasists are raving about this
car. About its outstanding performance, excellent efficiency, elegant styling and
responsive handling- that’s perfectly made for Indian roads.

Fiesta variants:
There are three variants in fiesta like
• Fiesta EXI,

25
 • Fiesta ZXI,
• Fiesta SXI ( abs )

PRICE LIST FOR FORD FIESTA:

Diesel
Petrol

EXI ZXI SXI EXI ZXI SXI

Ex-
showroom
586,500 636,200 718,200 696,500 742,200 802,200

On road
676,810 728,390 828,255 800,590 852,140 939,645
Price

Fiesta Features:

Comfort And Convenience:

• Good seating comfort with ample spacing and longer legroom.

• Remote booth release-electronically controlled and only operates if the vehicle
is standing still or traveling at less than 7kph, as a safety measure
• The instrument panel with round powerful air vents and ample storage
• Courtesy lamps fade as the door close
• Easy entry and exit with higher hip point than normal cars
• Dte-distance to empty displays the estimated the distance the vehicle can
travel before it runs out off fuel
• Key & remote central locking with programmable unlock
• Electrically operated fuel filler flap is operated by central locking system
• Electrical adjustable outside rear view mirrors.
• Power steering with parking assistance and tilt adjustable steering for
convenient driving.
• Power windows for 4 doors handiness
• Ample storage facilities
• Wide and beep of 337 to 1175 liters with cargo over 1 meter in length with fol
table convenient for storing more luggage

26
 • Excellent ground clearance 198mm, better than any other vehicle

Exterior:

Front view
• Bold and aggressive
• Dual bonnet crease running into the bumper
• Sleek twin jewel effect headlamps
• Integrated turn indicators
• Bumper integrated fog lamps with chrome surrounds
• Chrome around diamond mesh radiator crille

Interior:

• Stylish dual tone beige and black interiors

• Perforated leather seats and door trims and steering wheel cover
• Alluminium finish on handles, vents, steering wheel, gear knob and
dashboard
• Sporty instrumentation white on black marking with red needles

Engine And Performance:

• The power trains offers an effortless and enjoyable driving experience

• Suspension delivers a cars that is comfortable, predictable and rewarding
• Fiesta builds on the ford brand reputation for outstanding driving dynamics

Advanced Duratec Engine:

• 1.4 liter petrol

• 1.6 liter petrol
• Excellent performance, efficiency and refinement
• 4 valves per cylinder
• Dual over head camshafts {dohc}
• All alluminium alloy construction
• Sequential multi point fuel injection
• Electronic throttle
• Electronic distributor less lgnition

Safety and Security:

27
 • Abs (anti-lock breaking system) with ebd determines load condition on the
front and rear axles
• Impact protection cautiously tested while fiesta’s development
• Powerful clear lens headlamps and front and rear fog lamps keeps safe
journey in weird weathers
• Child safety rear door locks
• Height adjustable head restraints providing comfortable rest for varying
head and neck heights

• Front anti-submarine seat pans for preventing submarine at the time of an

impact with out increasing the size and weight of the seat assembly
• Front and rear wipers
• Collapsible steering column providing driver safety

OTHERS PRODUCTS OF FORD :

• Ford Endeavour
• Ford Ikon
• Ford Fusion

1. Name Of The Brand People Think First In The Car Industry.

A) Ford b) Marathi
C) Honda d) Hyundai
E) Mercedes Benz

Sense of Question:

This question aims at finding the awareness of the people about ford in
automobile industry.

Table no:1

Brand No Of Respondents
Ford 21
Maruti 39
Honda 18
Hyundai 12

28
 Mercedes Benz 10
Total 100

INTERPRETATION:

39% of the respondents are think Maruthi brand first in the car industry
21% of the respondents are think Ford brand first in the car industry
18% of the respondents are think Honda brand first in the car industry
18% of the respondents are think Hyundai brand first in the car industry
10% of the respondents are think Mercedes Benz brand first in the car industry

Inference

The analysis shows that 39% of the respondents are thinking Maruthi brand first in
the car industry

Name Of The Brand People Think First In The Car Industry.

29
 EMBED Excel.Chart.8 \s

2 .Do You Own A Car.

A) Yes
B) No

Sense Of Question:

From above question we can come to no how many respondents own a car

Table no: 2

Options Respondents
Yes 70
No 30
Total 100

30
INTERPRETATION:

From the above table it is clear that 70% of the respondents own a car

From the above table it is clear that 30% of the respondents doesn’t own a car

Inference

From the analysis it is clear that 70% of the respondents own a car

31
 EMBED Excel.Chart.8 \s

TOTAL
100
90 YES
80
70
60
NO YES
50
NO
40
TOTAL
30
20
10
0
Respondents

3. If Yes, Which Car Do You Own ?

A. Ford b.. Honda

C. Toyota d. Hyundai
E. others

Sense Of Question:
From this question we can come to know which car they own

32
Table no: 3

Options No Of Respondents
Ford 25
Honda 12
Toyota 10
Hyundai 08
Others 15
Total 100

INTERPRETATION:

From the above table it is clear that

• 25% of the people owned ford cars
• 15% of the people owned Other cars
• 12% of the people owned Honda cars
• 10% of the people owned Toyota cars
• 08% of the people owned Hyundai cars

33
 EMBED Excel.Chart.8 \s

TOTAL
100
90
80
70
FORD
60 HONDA
50 TOYOTA
40 HYUNDAY
FORD OTHERS
30 HONDA
TOTAL
20
TOYOTA OTHERS
10 HYUNDAY

0
No of respondents

4. What Are The Reasons For Buying That Car?

A. Brand b. Pricing
C. Mileage d. Safety
E. Design

Sense Of Question:

From this question we can come to know the reasons or factors which influence the
buying behavior of car.

Table no:4

Options No Of Respondents
Brand 22
Pricing 16
Mileage 31
Safety 17
Design 14
Total 100

34
INTERPRETATION:

From the above table it is clear that

31% of the people preferring mileage when they are going to buy a car.
22% of the people preferring brand when they are going to buy a car
17% of the people preferring safety when they are going to buy a car.
16% of the people preferring price when they are going to buy a car.
14% of the people preferring design when they are going to buy a car

factors which influence the buying behavior of car.

35
5. Have You Taken Test Drive Of Ford Fiesta ?

A) yes
B) no

Sense Of Question:

From this question we can come to know how many of people taken the test drive
of ford fiesta

Table no: 5

Options Respondents
Yes 39
No 61
Total 100

INTERPRETATION:

The test drive of ford fiesta is not taken by 61% of respondents

The test drive of ford fiesta is taken by 38% of respondents

The no of people who taken test drive of fiesta out of 100

36
 EMBED MSGraph.Chart.8 \s

100

80

60 Yes
No
40
Total

20

0
Respondents

6. how do you rate ford fiesta.

A. With respect to performance

A. Poor b. Average c. Good d. V.good

Sense Of Question:

From this question we can come to know the feelings of customers towards ford
fiesta

Table no: 6

Options No Of Respondents
Poor 02
Average 15
Good 63
V.Good 20
Total 100

37
INTERPRETATION:

63% of the people rated that performance of the fiesta is Good

20% of the people rated that performance of the fiesta is V.Good
15% of the people rated that performance of the fiesta is Average
02% of the people rated that performance of the fiesta is poor

The rate of ford fiesta With Respect To Performance

B. With respect to service

A. Poor b. Average c. Good d. V.good

Sense Of Question:

From this question we can come to know the service level of fortune ford people.

Table no: 7

Options No Of Respondents
Poor 25
Average 40
Good 22
V.Good 13
Total 100

INTERPRETATION:

40% of the people rated that service of the fiesta is Average

25% of the people rated that service of the fiesta is poor
22% of the people rated that service of the fiesta is Good
13% of the people rated that service of the fiesta is V.Good

38
 The rate of ford fiesta With Respect To service

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TOTAL
100
90
80
70
POOR
60
AVERAGE
50
AVERAGE GOOD
40
GOOD V.GOOD
30 POOR
TOTAL
20 V.GOOD
10
0
No of respondents

7. How is the mileage of ford fiesta comparing to others.

a. High b. Low
c. Same

Sense Of Question:

From this question we can come to know the mileage of ford fiesta comparing to
others

39
Table no: 8

Options Respondents
High 33
Low 13
Same 54
Total 100

INTERPRETATION:

54% of the people feeling that mileage of fiesta is same comparing to others
33% of the people feeling that mileage of fiesta is high comparing to others
13% of the people feeling that mileage of fiesta is low comparing to others

Mileage Of Ford Fiesta Comparing To Others

40
 EMBED Excel.Chart.8 \s

TOTAL
100
90
80
70 SAME
60 HIGH
50 LOW
HIGH
40 SAME
30 LOW TOTAL
20
10
0
Respondents

8. Do you feel comfort and convenient in fiesta

A) yes
B) no

Sense Of Question:

From this question we can come to know the feel of comfort and convenient of the
fiesta customers

Table no:9

Options Respondents
Yes 76
No 24
Total 100

41
INTERPRETATION:

Most of the respondents ies 76% are feeling comfort and convenient with fiesta

24% of the respondents are not feeling comfort and convenient with fiesta

Comfort And Convenient of Fiesta

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TOTAL
100
YES
90
80
70
60
YES
50
NO NO
40
TOTAL
30
20
10
0
Respondents

42
9. How is the safety and security measure in ford fiesta

A. Good b. Average
C. Excellent

Sense Of Question:

From this question we can come to know how the safty and security measures of
fiesta are

Table no: 10

Options Respondents
Good 67
Average 19
Excellent 14
Total 100

INTERPRETATION:

67%of respondents feeling good with the Safety and Security Measures in Ford
Fiesta
19%of respondents feeling Average with the Safety and Security Measures in Ford
Fiesta
14%of respondents feeling Excellent with the Safety and Security Measures in Ford
Fiesta

43
Safety And Security Measures In Ford Fiesta.

EMBED Excel.Chart.8 \s

TOTAL
100
90 GOOD
80
70
60 GOOD
50 AVERAGE AVERAGE
40 EXCELLENT
30 EXCELLENT TOTAL
20
10
0
Respondents

10. Which Is The Best Car In Ford Brand

A. Ford Fiesta B. Ford Fusion

C. Ford Endeavour D. Ford Ikon

Sense Of Question:

From this question we can come to know the best car in the ford brand

44
Table no: 2

Ford Cars No Of Respondents

Ford Fiesta 41
Ford Ikon 07
Ford Endeavour 39
Ford Fusion 13
Total 100

INTERPRETATION:

41% of the people think fiesta is the best car in Ford Brand
39% of the people think Endeavour is the best car in Ford Brand
13% of the people think Fusion is the best car in Ford Brand
07% of the people think Ikon is the best car in Ford Brand

45
The Best Car In Ford Bran

EMBED Excel.Chart.8 \s

TOTAL
100
90
80 FORD FIESTA
70
FORD IKON
60
FORD
50 FORD FORD
FIESTA
ENDEAVOU ENDEAVOUR
40
R FORD FUSION
30
20 FORD TOTAL
FORD IKON FUSION
10
0
NO OF RESPONDENTS

11. How Is The Pricing For Ford Fiesta?

A. High B. Low
C. Reasonable

Sense Of Question:

From this question we can come to know how the customer is feeling with the price
of fiesta

Table no:12

Options Respondents
High 56
Low 11
Reasonable \46 33
Total 100
INTERPRETATION:

56% of respondents are feeling the pricing of fiesta is high

33% of respondents are feeling the pricing of fiesta is Reasonable
11% of respondents are feeling the pricing of fiesta is Low

The Pricing For Ford Fiesta

47
 EMBED Excel.Chart.8 \s

12. Do You Know About Ford Fiesta Has Entered In To The Limca Book Of
Record.

A) Yes
B) No

Sense of Question:

From this question we can come to know the awareness of the customer towards
Ford Company

48
 Table no: 13

Options Respondents
Yes 37
No 63
Total 100
INTERPRETATION:

63% of people don`t know that Ford Fiesta Has Entered In To The Limca Book Of
Record.

37% of people know that Ford Fiesta Has Entered In To The Limca Book Of
Record.

Awareness about Ford Fiesta Has Entered In To The Limca Book Of Record.

49
 EMBED Excel.Chart.8 \s

13. Do You Think Feista Is A Status Symbol For You.

A) Yes
B) No

Sense Of Question:

From this question we can come to know weather tha customers are thinking
fiesta is a status symbol or not

50
 Table no: 14

Options Respondents
Yes 53
No 47
Total 100

INTERPRETATION:

53%of people feeling that Fiesta Is A Status Symbol For them

47%of people feeling that Fiesta does not a Status Symbol For them

The percentage of the respondents who feel fiesta as status symbol

51
 EMBED Excel.Chart.8 \s

14. How much you satisfied with feista.

a. Average b. Good
c. Poor d. Excellent

Sense Of Question:

From this question we can come to know the satisfaction levels of customers

Table no: 15

Options No Of Respondents
Average 10
Good 58
Poor 10
Excellent 22
Total 100

52
INTERPRETATION:

58% of respondents satisfied Good with fiesta

22% of respondents satisfied Excellent with fiesta
10% of respondents satisfied Average with fiesta
10% of respondents satisfied Poor with fiesta

The satisfaction levels of fiesta customers

EMBED Excel.Chart.8 \s

53
15. Which is yours choice among these?

A. Honda city b. maruti sx4

C. Ford fiesta d. Hyundai Verna
C .others…………………..

Sense Of Question:

From this question we can come to know which is the choice of the customers among
all the brands

Table no: 16

Options No Of Respondents
Honda City 28
Maruti Sx4 15
Ford Fiesta 30
Hyundai Verna 15
Others 12
Total 100

INTERPRETATION:

From the above table it is clear that

30% of respondents choice is Ford Fiesta

28% of respondents choice is Honda City
15% of respondents choice is Maruti Sx4
15% of respondents choice is Hyundai Verna
12% of respondents choice is Others

54
Choice of the customers among all the brands

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Excel.Chart.8 \s

55
 CHAPTER – IV

FINDINGS&CONCLUSIONS

56
 FINDINGS

• 39% of the respondents are think Maruthi brand first in the car industry
• From the above research it is clear that 70% of the respondents own a car
• 25% of the people owned ford cars
• The test drive of ford fiesta is not taken by 61% of respondents
• Majority of respondent’s ies 63% of the people satisfied with perfomance of
the fiesta.
• 40% of the people rated that service of the fiesta is Average and they are not
satisfied with after sales service of fiesta due to huge rush at service centers.
• 54% of the people feeling that mileage of fiesta is same comparing to others
• Most of the respondents ies 76% are feeling comfort and convenient with
fiesta
• 67%of respondents feeling good with the Safety And Security Measures In
Ford Fiesta
• 39% of the people think Endeavour is the best vehicle in Ford Brand
• 56% of respondents are feeling the pricing of fiesta is high
• 63% of people don’t know that Ford Fiesta Has Entered In To The Limca
Book Of Record.
• 53%of people feeling that Fiesta Is A Status Symbol For them
• 58% of respondents satisfied Good with fiesta
• 30% of respondents choice is Ford Fiesta among other vehicles i ford brand

57
 CONCLUSIONS

The research has brought to light various facts about customer perception on
branding. The questionnaire that was contact customers to obtain their feedback had
helped to understand customer needs and wants and their feedback is providing to
maintain better customer relationship.

1. Among the communication options about customer awareness there is

significance difference.
2. Ford fiesta is maintaining a good position in the market among its
competitors.
3. Almost customers preferring brand , mileage and price in buying a car.
4. Among the customer perceptions about ford fiesta is significance difference.
Most of the customers feel happy and satisfied with fiesta.
5. Most of the customers satisfied with ford fiesta.
6. Most of the customers rated the service is average
7. Most of the respondents are feeling comfort and convenient with fiesta

58
 SUGGESTIONS

 There is a need to improve service to customers for this purpose their is a

need to open another service station in twin city’s. And provide best service.

 The Company Should Develop The promotional Strategies like

Advertisement to capture more market.

 The company needs to develop the branding strategies in a publicity point of

view, because public relations are more important than advertisement.

59
ANNEXURE

60
 BIBLIOGRAPHY

• Marketing Management - Philip Kotler

• Consumer behavior - Schiff man & leslie lazar

• HYPERLINK "http://www.Ford.com"Www.Ford.Com

• HYPERLINK "http://www.Fordindia.com"Www.Fordindia.Com

61
 QUESTIONNAIRE
Customer Perception On Ford Fiesta

Name :
Age :
Occupation :
Phone :

1. Name Of The Brand People Think First In The Car Industry. ( )

A) Ford B) Maruthi
C) Honda D) Hyundai
E) Mercedes Benz

2 .Do you Own Car. ( )

A) Yes
B) No

3. If Yes, Which Car Do You Own ? ( )

A. Ford B. Honda
C. Toyota D. Hyundai

4. What Are The Reasons For Buying That Car? ( )

A. Brand B. Pricing
C. Mileage D. Safety
E. Design

5. Have You Taken Test Drive Of Ford Fiesta ? ( )

A) Yes
B) No

6. How Dou Rate Ford Fiesta. ( )

A. With Respect To Performance

A. Poor B. Average C. Good D. V.Good

B. With Respect To Service

62
 A. Poor B. Average C. Good D. V.Good

7. How Is The Mileage Of Ford Fiesta Comparing To Others. ( )

A. High B. Low
C. Same

8. Do You Feel Comfort And Convenient In Fiesta ( )

A) Yes
B) No

9. How Is the Safety And Security Measures In Ford Fiesta ( )

A. Good B. Average
C. Excellent

10. Which Is the Best Car In Ford Brand ( )

A. Ford Fiesta B. Ford Fusion

C. Ford Endeavour D. Ford Ikon

11. How Is The Pricing For Ford Fiesta. ( )

A. High B. Low
C. Reasonable

12 Do You Know About Ford Fiesta Has Entered In To The Limca Book Of
Record. ( )

A) Yes
B) No

13. Do You Think Feista Is A Status Symbol For You. ( )

A) Yes
B) No

14. How Much You Satisfied With Feista. ( )

A. Average B. Good
C. Poor D. Excellent
15. Which Is Yours Choice Among These? ( )

A. Honda City B. Maruti Sx4

C. Ford Fiesta D. Hyundai Verna
C. Others…………………..

63