A Study on Consumer Perception and Satisfaction towards Ford Car Services with Reference to Vinayak Ford, Sagar

1. A STUDY ON CONSUMER PERCEPTION AND SATISFACTION
TOWARDS FORD CAR SERVICES WITH REFERENCE TO
VINAYAK FORD, SAGAR
DR. HARI SINGH GOUR UNIVERSITY, SAGAR
(A CENTRAL UNIVERSITY)
DEPARTMENT OF BUSINESS MANAGEMENT
PRESENTED BY
SHUBHAM AHIRWAR
(Y151805335)
BBA- 5th Semester
1

2. TABLE OF CONTENT
S. No. Content Slide No.
1. Introduction 03-04
2. Industry Analysis 05-09
3. Research Methodology 10-11
4. Sample of Questionnaire 12-15
5. Data Analysis & Interpretation 16-20
6. Findings 21
7. Suggestions 22
8. Conclusion 23
9. Reference 24
2

3. INTRODUCTION
● This project is done to know about the customers perception and
satisfaction on the Ford cars on behalf of Fortune ford.
● The impact of automobile industry on the rest of the economy has
been so pervasive and momentous that is characterized as second
industrial. It played a vital role in helping the nation to produce
higher value good and services and in the enhancing their skills
and impose tremendous demand for automobile.
● The decrease in the interest rate and easy available of cars loans
from 2 to 3 years, lot of car manufacturers company facing cut
throat competition in the fields of technology and price, So to gain
the market share it is important for the institutes to satisfy its
customers and to retain the reputation and its image.
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4. ● To analyze customer satisfaction towards Ford Cars.
● To find the factors that influence customer preference towards
buying Ford Cars.
● To know the various quality of service offered by Vinayak Ford.
Cont…….
Objectives of the Study
● The scope of the study is vast as the study should have been
conducted for more than 45 days.
● Data would have been more accurate if the survey is done with
more than 100 respondents.
● Only opinion of respondents of Sagar City was consider for finding
out the opinions of respondents.
Scope of the Study
4

5. INDUSTRY ANALYSIS
Type Public
Industry Automotive
Founded June 16, 1903
Founder Henry Ford
Headquarter Dearborn, Michigan, U.S.
Area Served Worldwide
Key People • William C. Ford, Jr. (Chairman)
• Jim Hackett (President and CEO)
Products • Commercial Vehicles
• Luxury Vehicles
• Automotive Parts
Services • Automotive Finance
• Vehicle Services
Revenue US$ 151.8 billion (2016)
Numbers of Employee 2,01,000 (2016)
Website www.ford.com
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6. Cont…….
 VINAYAK FORD SAGAR
● Vinayak Ford is the dealer in Sagar (Madhya Pradesh) in both Sales
& Service, Vinayak Ford provide you the unforgettable experience
of customer satisfaction services.
● We are the most popular and best facilitating Ford service station
in M.P. Our well trained staff will help you by resolving all queries
you have and give you the best services and suggestion which help
you to know your car better.
● Our team will take the time to understand your personal and
business requirement. So as to find a compatible product for you
that shares your corporate values and meets your price
expectation.
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7. ● Very easy finance facility with in-house finance team to cater to
every car finance requirements. All the leading finance counters are
available like ICICI, HDFC, KOTAK, SUNDARAM, SBI, etc.
● Exchange offer for any of used car.
● Free spot evaluation for any used car.
● Full range of Ford cars with all colors and models to choose from.
● Professionally trained and courteous sales staff to take care of
every relevant need of the customers.
● Ford preferred insurance for cashless transactions in the event of
claims. Special offers on Insurance renewals.
Cont…….
 The facilities offered from the showroom are:
7

8.  Competitors
Cont…….
8

9.  Ford India Market Share
Cont…….
9

10. ● Purpose of the Study: As the major purpose of the study is to
understand the consumers perception and satisfaction towards
Ford Car Services provided by Vinayak Ford, Sagar.
● Sample Size: I have selected 100 sample units from market and
individual customers.
● Sampling Technique: I have used conveyed convenient sampling
survey in this research.
● Questionnaire Design: Structured questionnaire for consumers
and dealers was framed with the following types of questionnaires:
RESEARCH METHODOLOGY
 Two Option,
 Multiple Choice,
 Rating Questions. 10

11. ● Data Collection Method:
o Primary Data: The primary data are those that are collected
through questionnaire and direct personal interview. The
questionnaire was framed in such a manner to obtain correct
information, graded suitably for the study. All the questionnaires
were collected through personal contact from the respondents.
o Secondary Data: Secondary data has been collected through oral
communication. Secondary data about the company profile and
other details were collected from the company website
(www.india.ford.com), published articles, research papers, relevant
papers or journals, and newspapers (Times of India). etc.
Cont…….
11

12. SAMPLE OF QUESTIONNAIRE
Q.1. Which of the following Ford car you own?
Q.2. What is that motivated you to purchase Ford car?
Q.3. What do you like most about your Ford car?
1. Fiesta 2. Ikon
3. Endeavour 4. Figo
1. Brand Image 2. Offers
3. Expert Suggestions 4. Any other specify
1. Style/Design 2. Comfort
3. Ford Brand 4. Service
Q.4. What’s your opinion on the price list of Ford cars?
1. Reasonable 2. Highly Priced
3. Low Priced 4. Can’t Say
12

13. Cont…….
Q.5. What do you feel great about your car when compared to other
cars in the market?
1. Fuel Efficiency 2. Low Maintenance
3. Brand Quality 4. Any other specify
Q.6. How did you come to know about this car before purchasing?
Q.7. Where do you get your car serviced regularly?
1. From Friend or Relative 2. Advertisements
3. Car experts 4. Auto magazines
1. At Authorized Service
Centre
2. At Local Workshop Near
My Home
Q.8. Reason for preferring authorized service Centre?
1. Nearness 2. Quality of service
3. Low price 4. Any other specify
13

14. Cont…….
Q.9. Rate your satisfaction level towards services at authorized service.
1. Highly Satisfied 2. Satisfied
3. Neutral 4. Dissatisfied
5. Highly Dissatisfied
Q.10. Reason for preferring local work shop?
1. Nearer 2. Quality of service
3. Low price 4. Any other specify
Q.11. Rate your satisfaction level towards services at local work shop?
1. Highly Satisfied 2. Satisfied
3. Neutral 4. Dissatisfied
5. Highly Dissatisfied
Q.12. To which media do you get expose regularly?
1. Televisions 2. Magazines
3. Newspapers 4. F.M/Radio
14

15. Cont…….
Q.13. Which bank do you prefer in getting financial help while
purchasing a car?
Q.14. What kinds of offers do you like or expect from Ford?
Q.15. Rate your overall satisfaction towards Ford Car that you are
currently having?
1. Highly Satisfied 2. Satisfied
3. Neutral 4. Dissatisfied
5. Highly Dissatisfied
1. Free insurance 2. Special Discount Offers
3. Extend Service Period 4. 0% Interest on Finance
1. ICICI 2. HDFC
3. SBI 4. Others
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16. DATA ANALYSIS & INTERPRETATION
Que. What’s your opinion on the price list of Ford cars?
0
5
10
15
20
25
30
35
40
45
% of customers
Reasonable
Highly priced
Low priced
Can't say
Data Analysis: The above indicates that 41% of the respondents feel that ford cars
are highly priced, 38% of the respondents feel that ford cars are of reasonable price,
15% of the respondents can’t say anything about the price of the ford cars and 6%
of the respondents feel that ford cars are low priced.
Interpretation: From the above Table we can notice that majority of customers
think that Ford cars are affordable only by rich men. I.e. these cars are too expensive
for an economic/common man of the society. 16

17. Que. Reason for preferring authorized service Centre?
0
10
20
30
40
50
60
Nearness Quality of
service
Low priced Any other
specify…
% of customers
Cont…….
Data Analysis: the above table indicates that 67% of the respondents prefer
authorized service Centre for quality service and 33% of them are prefer only
nearness service centers.
Interpretation: One can notice that from the above data majority customers prefer
authorized service centers due to the quality of service provided by them.
17

18. Cont…….
Que. What kinds of offers do you like or expect from Ford?
0
5
10
15
20
25
30
35
40
% of costomers
Free insurance
Special discount on
sale of cars
Extending the service
period
Finance availability
with 0% interest
Data Analysis: : The above table indicates that 37% of the respondents want special
discount on sale of cars, 24% of the respondents want financial availability with 0%
interest, 21% of the respondents want free insurance and 18% of the respondents
want to extend the service period.
Interpretation: By the result of this question we come to know about the various
promotional techniques/offers which attract the customers. From the above
analysis many customers are expecting the special discount on sale of cars from the
various offers given to them. 18

19. Cont…….
Que. Rate your satisfaction level towards services at authorized service.
0
5
10
15
20
25
30
35
Highly
satisfied
Satisfied Neither
satisfied nor
dissatisfied
Dissatisfied Highly
dissatisfied
% of customers
Data Analysis: The above table indicates that 42% of the respondents satisfied
their authorized service centre and 28% of them neither satisfied nor dissatisfied
their service center and finally 17% of the respondents are dissatisfied their service
centers.
Interpretation: most of the ford customers are satisfied with the service at
authorized service centers. 19

20. Cont…….
Que. Rate your satisfaction level towards services at local work shop?
Data Analysis: The above table indicates that 79% of the respondents satisfied
with the services at local work shop and 14% of the respondents neither satisfied
nor dissatisfied with the services at local work shop and 7% of the respondents
highly satisfied with the service at local workshop.
Interpretation: From the above analysis most of the ford customers are satisfied
with the service at local workshop.
0
5
10
15
20
25
Highly
satisfied
Satisfied Neither
satisfied nor
dissatisfied
Dissatisfied Highly
dissatisfied
% of customers
20

21. FINDINGS
● Most of the respondents said that brand awareness has a great
range of influence on buying behavior.
● Many of the Ford customers are buying the cars by seeing its Brand
Name.
● Many of the people feel that price list of ford cars is highly priced.
● Majority of the respondents said that the major media that
attracted the customers is television and print.
● Most of the Vinayak Ford customers are interested to service their
vehicles only at the authorized service center.
● Most of the Vinayak Ford customers are satisfied with their ford
cars.
21

22. SUGGESTIONS
● Please try to increase the number of Service centers.
● Try to provide financial facility at 0% interest.
● Mileage of the cars is not up to the expectations.
● It needs to improve its delivery process and time, need to become
little quick.
● Please provide information about new cars along with their price
lists at least once in 6 months.
● There is no proper response from the service men at service
station, Please recruit efficient service men in the service centers.
● Customer should be educated about the maintenance of the vehicle,
i.e. maintenance tips should be provided.
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23. CONCLUSION
● Customer satisfaction is the important factor, which affects the
financial position & goodwill of the company. Customer demands
are dynamic, but its consideration is necessary for every company
to make existence into the market.
● This project concludes that the Vinayak Ford should provide lowest
price of cars for the sake of increasing sales & increasing Ford
motor market.
● Vinayak Ford gives advertisements using electronic media & print
media to increase their sales. And also provide new events & better
after sales service to the existing customers. Already Vinayak Ford
is having well brand image in the automobile market.
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24. REFERENCE
● Ford Motor Company / 2008 Annual Report, Operating Highlights"
(PDF). p. 1. Retrieved September 19, 2010.
● Jump up Joann Muller (March 9, 2014). "William Clay Ford's Legacy
Cemented Family's Dynasty". Forbes.
● Ford Motor Company : Shareholders, managers and business
summary". 4-Traders. France. Retrieved May 15, 2016.
● The History of Ford Motor Company". Gear Heads. May 17, 2012.
Retrieved June 22, 2012.
● Ford Motor Company / 2009 Annual Report, Operating Highlights"
(PDF). Archived from the original (PDF) on December 14, 2010.
Retrieved September 19, 2010.
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25. THANK YOU!
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