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 !"#$!%&'!#"
DEPARTMENT OF MANAGEMENT STUDIES
SRI (EN)ATESWRA UNI(ERSITY
COLLEGE OF COMMERCE MANAGEMENT * INFORMATION
SCIENCES
TIRUPATI+,"% ,!-
(-!!&+-!!$.
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 $ni*er!ity to the
be!t o# "y +noled)e'
Date,
-lace, &.'REDDY SA.AR REDDY(
Ra) No, /012/345/10
AC)NOWLEDGEMENT
I e6pre!! "y !incere than+! to Mr' IMAD A7T8ER9 Senior Sale!
Mana)er Fort$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$t the project'
(G.REDDY SAGAR REDDY.
CONTENTS
C0a12er T324e
Gn5
" E<ECUTI=E SUMMARY 4>2
- -." COM-ANY -ROFI:E 4>03
-.- -RODUCT -ROFI:E 02>?@
-.' NEED FOR T8E STUDY ?A
' '." O%BECTI=ES OF T8E STUDY ?4
'.- RESEARC8 MET8ODO:O.Y ?3
6 6." :IMITATIONS 5/>50
6.- DATA ANA:YSIS AND INTER-RETATION 55
,
FINDIN.S
5A>@2
& &." SU..ESTIONS A/
&.- ANNE<URE&C$e!tionnaire A?
% %." %I%:IO.RA-8Y A@>AA
COM-ANY-ROFI:E
A%OUT FORD MOTOR COM-ANY
Ford Motor Co"pany i! the orldD! !econd lar)e!t a$to"a+er ith
appro6i"ately 5A/9/// e"ployee!9 and operatin) in "ore than ?// "ar+et!
on !i6 continent!' It! a$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$de Ford Credit9 8ert; and C$ality Care'
The co"panyD! orld headE$arter! i! in Dearborn9 Michi)an' Ford Motor
Co"pany o##icially celebrated it! 0//th anni*er!ary on B$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!' Fith 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:=O9
BA.UAR9 :AND IRO=ER'

A$to"oti*e Ser*ice %rand!,
FORD CREDIT9 .ENUINE9 MOTORCRAFT'

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 orldD!
*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 orldD! "o!t pop$lar car!9 tr$c+! and SU=D!'
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$!t loo+ at the early hi!tory o# Ford Motor Co"pany9 #ro"
8enry FordD! earlie!t a$to"oti*e e6peri"ent! to the Model! A9 T9 and
beyond'
Fhile *al$e #or "oney ha! alay! been a top priority in de*elopin)
Ford *ehicle!9 that concern ha! ne*er co"pro"i!ed E$ality or the p$r!$it o#
E$ality !ol$tion!' Ford ha! alay! !tri*ed to "eet con!$"er!D real>li#e
reE$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""$nication' Fe !tri*e to +eep the p$blic ell in#or"ed abo$t $!9 o$r
prod$ct!9 #inancial pro)re!!9 and p$blic policy'
Prod5<2; and C5;2o=er;
Fe ill o##er e6cellent prod$ct! and !er*ice!' Ford Motor Co"panyD!
#le6ible "an$#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 E$ality'
De*elopin) and introd$cin) prod$ct! ith better en*iron"ental
per#or"ance'
Fa!t Fact! ,
Focusing on customer satisfaction and loyalty and keeping our
promises
Using our understanding of the market to anticipate customer
needs
Delivering innovative products and services that offer high value
in terms of function, price, quality, safety and environmental
performance
Progre;; ;3n<e O5r La;2 Re1or2
Around the world, our markets are changing. High fuel prices are
accelerating interest in vehicles with good fuel economy. Markets are
epanding in rapidly growing economies and remain highly
competitive everywhere we operate.
!o meet and anticipate our customers" needs, we are focusing on#
Introd$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"panyD! hi!tory'
Rai!in) the bar on E$ality' In B'D' -oerD! Initial C$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 3A 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 I 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 <o=1any? and I 8an2
U; 2o @e<o=e a -!!+year+o4d <o=1any. S5;2a3na@3432y
3; a@o52 en;5r3ng 20a2 o5r @5;3ne;; 3; 3nno7a237e?
<o=1e23237e and 1ro932a@4e 3n a 8or4d 20a2 3;
Fa<3ng =aAor en73ron=en2a4 and ;o<3a4 <0ange;>.
O$r Co"pany #ace! $r)ent !hort>ter" challen)e! that e ha*e
de!cribed in o$r Ann$al Report and ill di!c$!! in thi! report' FeDre
addre!!in) the!e challen)e! by acceleratin) o$r b$!ine!! plan! to !tren)then
o$r balance !heet9 opti"i;e o$r )lobal #ootprint and deli*er "ore )reat
prod$ct! #a!ter' That incl$de! eli"inatin) e6ce!! capacity9 red$cin) the !i;e
o# o$r or+#orce hile i"pro*in) it! capability9 increa!in) o$r in*e!t"ent!
in #a!t>)roin) "ar+et! and !peedin) $p o$r prod$ct de*elop"ent proce!!'
O$r !$cce!! a! a b$!ine!! in the near ter" i! a prereE$i!ite to any
!trate)y #or #$t$re )roth' 8oe*er9 o$r re!pon!ibility to o$r c$!to"er!9
!hareholder!9 e"ployee! and co""$nitie! incl$de! preparin) #or the #$t$re
itho$t delay' Fhile nobody can con#idently predict hat the orld ill
loo+ li+e a #e decade! #ro" no9 it i! clear that !tron)9 pro#itable
co"panie! )oin) #orard ill be the one! that !tri*e #or !$!tainable $!e o#
en*iron"ental and !ocial capital in a rapidly )roin) )lobal econo"y'
The b$!ine!! ca!e i! clear,
Red$ced $!e o# non>reneable re!o$rce! ill help $! c$t "aterial and
operatin) co!t and a*oid the )roin) *olatility o# co""odity price!'
SocietyD! )roin) concern #or en*iron"ental i!!$e! i! creatin) )roth
"ar+et! #or inno*ati*e K)reenK prod$ct! and technolo)ie! that )enerate ne
!o$rce! o# re*en$e' Increa!in)ly !trin)ent )o*ern"ent re)$lation! aro$nd
the orld ill #a*or co"panie! that are be!t po!itioned to addre!!
$nderlyin) en*iron"ental and !ocial prioritie!'
.lobal cli"ate chan)e i! one o# the "o!t $r)ent e6a"ple!' At Ford9
e ha*e lon) ac+noled)ed the i"portance o# cli"ate chan)e' Fe
reco)ni;e it! potential i"pact on econo"ic a! ell a! en*iron"ental and
!ocial !y!te"!' C$!to"er!9 in*e!tor! and policy "a+er! are increa!in)ly
#oc$!ed on the need to b$rn le!! #o!!il #$el and e"it #eer )reenho$!e )a!e!'
The i!!$e ill beco"e e*en "ore challen)in) a! )roin) "ar+et! li+e India
and China e6pand their on need! #or ener)y'
Bill Ford
$hairman % $&',
Ford Motor $ompany
Cli"ate chan)e i! al!o an e6a"ple o# a co"ple6 ?0!t>cent$ry
challen)e that reE$ire! a !y!te"ic !ocial9 political9 technolo)ical and
b$!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$ndarie!' It reE$ire!
)lobal coordination o# technolo)ie!9 )o*ern"ent policie!9 "ar+et! and
in#ra!tr$ct$re!'
Fithin 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##ordability
and 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 A
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 itD! i"po!!ible to
pro*ide per!onal tran!portation itho$t i"po!in) co!t! on the en*iron"ent
and !ociety9 and that itD! i"po!!ible #or b$!ine!! to addre!! en*iron"ental
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$!t tradin) the" o## a)ain!t one another' Fe de!cribe !$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 Forld
%$!ine!! Co$ncil #or S$!tainable De*elop"ent &F%CSD( entitled KMobility
?/5/, Meetin) the Challen)e! to S$!tainability9K hich a! p$bli!hed la!t
year' In addition to cli"ate chan)e9 air poll$tion and road !a#ety9 the report
called 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$lation! o# de*eloped "ar+et!'
Fe +no that !"art co"petitor! are racin) to be #ir!t ith !ol$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# E$ality9 co!t and
re*en$e9 prod$ct! and relation!hip!' FeDre al!o or+in) on the di##ic$lt
challen)e o# reconcilin) !hort>ter" i"perati*e! to deli*er #inancial ret$rn!
ith the in*e!t"ent! reE$ired to reali;e lon)>ter" opport$nitie!'
Technolo)ical inno*ation,
Fe ha*e de*eloped an or)ani;ation and )o*ernance !tr$ct$re I the
S$!tainable Mobility .ro$p I dedicated to in*e!tin) in and dri*in) ne
"obility technolo)ie!9 incl$din) hybrid!9 clean die!el!9 hydro)en internal>
co"b$!tion en)ine! and #$el cell!' FeDre 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!' Fe 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$rin) techniE$e!'
E6ternal dialo)$e,
Ne b$!ine!! challen)e! reE$ire ne thin+in)9 hich in t$rn reE$ire!
ne relation!hip! in the co""$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$cti*e than an ad*er!arial de#en!e o# !pecial intere!t!'
ThatD! hy en)a)e"ent ith policy "a+er!9 ad*ocacy )ro$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#$l ad*ocate!'
ID" pro$d o# the !tep! e ha*e ta+en !o #ar I "o!t notably the
introd$ction o# the E!cape 8ybrid9 the orldD! #ir!t hybrid SU=M the
rein*ention o# the Ro$)e #acilitie! a! a "odel o# ?0!t>cent$ry !$!tainable
"an$#act$rin)M o$r ind$!try>leadin) action! in h$"an ri)ht!M and the
re!pon!e o# o$r e"ployee! to h$"an need! I notably in So$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,
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=1a<2;,
A! a "ajor "$ltinational enterpri!e9 o$r acti*itie! ha*e #ar>reachin)
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!!$e! and i"pact!'
O5r I=1a<2;,
A! a "ajor "$ltinational enterpri!e9 o$r acti*itie! ha*e #ar>reachin)
i"pact! on en*iron"ental9 !ocial and econo"ic !y!te"!' Read abo$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 to
mainstream investors with our long)term sustaina*ility goals.(
For25ne Ford i! a A/,A/N 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)$da ne6t to :anda$' Fe 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
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$yer!' The
or+#orce at For25ne Ford i! co""itted to e6cellence in !er*in) all
e!tee"ed c$!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$ybac+ option! and al!o arran)in) #inance at
co"petiti*e rate!'
The Ser*ice Centre i! ar"ed ith the !tate>o#>the art eE$ip"ent and i!
in>line ith FordD! e6actin) .lobal !tandard!' The !er*ice tea" i! technically
E$ali#ied and trained to analy;e and pro*ide !ol$tion! adherin) to C$ality
Care9 in order to !ati!#y e*en the "o!t de"andin) c$!to"er!'
The For25ne Ford dealer!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'
MODELS
FIESTA FUSION ENDEAVOUR
IKON MONDEO
S:OWROOM
Fe ha*e A/// !i#t centrally air conditioned !horoo"9 located in the
heart 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$nderabad'
T0e 9a<34323e; o99ered 9ro= 20e ;0o8roo= are
"' =ery ea!y #inance #acility ith in>ho$!e #inance tea" to cater to yo$r
e*ery car #inance reE$ire"ent!' All the leadin) #inance co$nter! are
a*ailable li+e ICICI? :DFC? )OTA)? SUNDARAM? SBI? etc'
-' E6chan)e o##er #or any o# yo$r $!ed car' Free !pot e*al$ation #or any $!ed
car'
'' -ro#e!!ionally trained and co$rteo$! !ale! !ta## to ta+e care o# e*ery
rele*ant need o# the c$!to"er!'
6. Ford pre#erred in!$rance #or ca!hle!! tran!action! in the e*ent o# clai"!'
Special o##er! on In!$rance reneal!' Yo$ can al!o rene yo$r in!$rance by
j$!t "a+in) call to o$r Ser*ice "ar+etin) help line #$6$$$,#"#.
-RODUCT -ROFI:E
ABOUT FORD FIESTA

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 and
0'4 :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'
The Fie!taD! all> al$"in$" die!el poer train i! the !tate o# the art
*er!ion eE$ipped ith ne )eneration TDCi technolo)y' U!in) the late!t
to>!ta)e #$el injection !y!te" and an Accelero"eter -ilot Control9 the
Fie!ta ill create ne !tandard! in t$rbo>die!el per#or"ance'
Fhile bein) one o# the !"oothe!t and E$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$ratec E6i &-etrol( R!' A'41 la+h
Fie!ta 0'4 D$ratec S<i &-etrol( R!' 3'/0 la+h
Fie!ta 0'@ D$ratorE H<i &Die!el( R!' 3'?0 la+h
Fie!ta 0'4 D$ratec -etrol ill be a*ailable in the !$per l$6$ry *er!ion
S<i ith !pecial #eat$re! !$ch a! pl$!h leather $phol!tery9 leather !teerin)9
poer "irror!9 hei)ht adj$!table dri*er !eat9 4>CD in>da!h pre"i$" a$dio
ith !i6 !pea+er! and pre"i$" "etallic #ini!h on the #ront #a!cia'
Fie!ta D$ratec and D$ratorE l$6$ry *er!ion H<i ill ha*e on o##er
pl$!h #abric $phol!tery9 tilt !teerin)9 poer indo!9 poer !teerin)9 !in)le
CD a$dio ith #o$r !pea+er!9 #ront and rear readin) li)ht! and pre"i$"
"etallic #ini!h on the #ront #a!cia' The 0'@ D$ratec E<i i! ell eE$ipped
ith tilt !teerin)9 poer indo!9 poer !teerin) and di!tance to e"pty
)a$)e in in!tr$"ent cl$!ter'
Fie!ta ith a potent co"bination o# poer#$l !tylin) and a Drarin) to
)oD !pirit i! !et to e6cite yo$ ith it! per#or"ance and co"#ort' Once behind
the heel9 e belie*e yo$ ill D.o FidaD o*er thi! car' The Urd$ e6pre!!ion
D.o FidaD be!t tran!late! to a !en!e o# ob!e!!ion that thi! car ill create hen
dri*en'
Fhether 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 !$re thin)! are a!
!a#e a! can be'
D5ra Te<0no4ogy
D$ra Technolo)y i! a orld renoned re*ol$tionary petrol and die!el
technolo)y patented by Ford' It "a+e! the Fie!ta "ore e6citin) to dri*e and
"ore econo"ical to r$n O or D$ra !"ooth9 D$ra =roo" and D$ra Sa#e a!
e pre#er callin) it'
Sa9e2y
Ford Fie!ta ha! been p$t thro$)h the "o!t !trin)ent Ford !a#ety !tandard!
hich chec+ a)ain!t #ront and rear cra!he! and #$el !y!te" inte)rity'
Co=9or2
The Fie!ta ha! been de!i)ned #ro" in!ide o$t9 re!$ltin) in "ore !pace than
!edan! in the !e)"ent' The o*erall interior de!i)n $tili;e! the ad*anta)e o#
the additional idth o# Fie!taD! body !tr$ct$re9 pro*idin) co"#ort #or #i*e
people in the pa!!en)er co"part"ent'
Genera4 E4e<2ron3< Mod54e (GEM. I"a)ine .eneric Electronic Mod$le
a! a !$per co"p$ter that control! en)ine dia)no!tic!'
Po8er Con2ro4 Mod54e (PCM. A nely de!i)ned -CM i! !tandard in
Fie!ta #or i"pro*ed re#ine"ent9 loer #$el con!$"ption and red$ced
e"i!!ion!
Sa9e2y Fea25re; 9or 20e 5423=a2e ;en;e o9 ;e<5r32y
T0e F3e;2a 8a; de;3gned 9ro= 20e 3n;3de o52. T0e re;542 3; =ore ;1a<e
20an ;edan; a7a34a@4e 3n 20e ;eg=en2. T0e o7era44 3n2er3or de;3gn 2aBe;
ad7an2age o9 20e add323ona4 83d20 o9 F3e;2aC; @ody ;2r5<25re? 1ro73d3ng
<o=9or2 9or 937e ad542; 3n 20e 1a;;enger <o=1ar2=en2.
Fie!ta o##er! to option!'
In2er3or La=1; Co$rte!y la"p! #ade a! the door! clo!e'
Re=o2e Boo2 Re4ea;e Electronically controlled and only operate! i# the
*ehicle i! !tandin) !till or tra*elin) at le!! than 3 +ph9 a! a !a#ety "ea!$re'
In;2r5=en2 Pane4 The in!tr$"ent panel #eat$re! ad*anced de!i)n ith
ro$nd poer#$l air *ent! and a"ple !tora)e'
Sa9e2y Fea25re; 9or 20e 5423=a2e ;en;e o9 ;e<5r32y Crea2ed 8320 20e
d3;<3143ne; o9 FordC; ;0ared 2e<0no4ogy a11roa<0? a <ore 2ea= o9 Ind3an
eng3neer; 8orBed 8320 1rod5<2 de7e4o1=en2 2ea=; 9ro= U)? Ger=any
and A5;2ra43a on 20e 1roAe<2. -D' o9 20e F3e;2a 0a; a<25a44y @een de;3gned
;1e<393<a44y 2o ;532 Ind3an <on;5=er;.
Wa2er Wad3ng and Bo8 Wa7e 2e;2 The Ford Fie!ta a! p$t thro$)h
inten!e ater adin) te!t!
AC Per9or=an<e The Fie!ta #eat$re! a !i)ni#icantly $p)raded AC !y!te"
that deli*er! cla!!>leadin) le*el! o# air>conditionin) per#or"ance and
co"#ort'
PFhether yo$Dre dri*in) on city road! or hi)hay!9 the F3e;2aC;
per#or"ance i! !pirited and re!pon!i*e' The ay thi! car h$)! c$r*e! and
ta+e! o## at tra##ic !i)nal! ill !et yo$r p$l!e racin)' En)ineered !peci#ically
to adapt to de"andin) Indian road condition!9 the Fie!ta co"bine! it! hi)h
!tability ith e6ceptional dri*in) co"#ort' The !$!pen!ion i! !pecially
t$rned to better ab!orb road !$r#ace di!t$rbance and "ini"i;e di!co"#ort to
pa!!en)er!
Do=3na23ng B5y3ng Mo237e;
MAR)ET STUDY
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 FIESTA

:A(E GONE FIDA
D$ra technolo)y I at the heart o# the #ie!ta I "a+e! e*ery dri*e a
joyride' Co"bine that ith incredible "ilea)e and yo$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
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@Ae<237e; o9 20e S25dy
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 !$))e!tion! accordin) to the Findin)! &i# nece!!ary('
RESEARC: MET:ODOLOGY
RESEARC: DESIGN
A re!earch de!i)n i! con!idered a! the #ra"e or+ or plan #or a !t$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$ne#ord'co"
MET:ODS OF DATA COLLECTION,
The "ethod adopted to elicit in#or"ation #ro" c$!to"er! i!
!tr$ct$red E$e!tionnaire that contain! clo!e9 open ended E$e!tion!' The
rea!on #or choo!in) the E$e!tionnaire "ethod i! pri"arily d$e to the
E$alitati*e nat$re o# the !t$dy'
SUR(EY
Fide ran)e o# in#or"ation abo$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 ;3Ee
The !a"ple !i;e i! 0// C$!to"er! in 8ydrabad'
Sa=143ng Me20od
Con*enient Sa"plin)M i! adopted by $!in) the li!t o# the C$!to"er!
in the co"pany'
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! $pon the "ode o# intere!t o#
re!pondent!'
The re!earch ha! bro$)ht to li)ht *ario$! #act! abo$t c$!to"er relation!hip at
Fort$ne Ford the E$e!tionnaire that a! contact c$!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$!to"er! are !ati!#ied ith the "ilea)e o# Ford
Fie!ta'
A Mo!t o# the c$!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$!to"er! pre#er Fie!ta H<i
&Die!el( rather than Fie!ta E<i and S<i
2 It i! ob!er*ed that the "o!t o# the corporate c$!to"er! are attracted
by the Corporate O##er! hich are pro*ided by Fort$ne Ford'
OBSER(ATIONS
1 Majority o# the re!pondent #eel that Fie!ta "odel i! e6cellent and
)ood *al$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!$rance and #inance #acility'
A#ter the analy!in) the data )ather to the !$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$!to"er! are not hi)hly !ati!#ied ith itG!
!er*ice' Need i"pro*e the better !er*ice!'
A Fort$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$!to"er! are loo+in) #or a #ree o##er! that are
pro*ided by co"pany ith *ehicle9 co"parin) to other
co"petitor!9 con!iderin) thi! co"pany !ho$ld be pro*ide "ore
#ree o##er!'
SUGGESTIONS
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'
ANNE<TURE
A STUDY ON CUSTOMER SATISFACTION TOFORDS FORD
FIESTA FOTTUNE FORD INDIA :TD9 8YDRA%AD'
&CUESTIONAIRE(
Na"e, RRRRRRRRRRRRRRRRRRRRRRR Date, RRRRRRRRRR
Addre!!, RRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRR
RRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRR
E> "ail, RRRRRRRRRRRRRRRRRRRRRRRRRRRR-h, RRRRRRRRRRRRRRRRRR
0' 8o do yo$ co"e to +no abo$t Ford Fie!taS
T'= add! & ( Ne! -aper! & ( A$to Ma)a;ine! & (

Ford o# "o$th & ( 8oardin)! & (
?' Since ho lon) yo$ are $!in) thi! carS
/>4 "onth! & ( /'4>0 Year! & ( 0>? year! & (
5' Fhat are the #eat$re! that "ade yo$ to b$y Fie!taS
%rand & ( Milea)e & ( price & ( De!i)n & (
@' Fhich "odel yo$ are $!in) in the Fie!taS
Die!el, E6i & ( ;6i & ( S6i & (
-etrol, E6i & ( ;6i & ( S6i& (
A' 8o o$ld yo$ rate the per#or"ance o# Fie!taS
E6cellent & ( .ood & ( Fair & ( -oor & ( =ery -oor & (
4' 8o do yo$ #eel abo$t the De!i)n o# Ford Fie!taS
E6cellent & ( .ood & ( Fair & ( -oor & ( =ery -oor & (
3' Are yo$ !ati!#ied ith "ilea)e9 co"pare to co"petitor! & *erna (S
Ye! & ( No & (
2' 8o do yo$ #eel abo$t !a#ety and !ec$rity in Fie!taS
E6cellent & ( .ood & ( Fair & ( -oor & ( =ery -oor & (
1' 8o do yo$ #eel abo$t !eatin) and central ATC !y!te"S
E6cellent & ( .ood & ( Fair & ( -oor & ( =ery -oor & (
0/' Are yo$ !ati!#ied ith n$"ber o# colo$r! in Fie!taS
Ye! & ( No & (
00' 8o o$ld yo$ rate the re!ale o# Fie!taS
E6cellent & ( .ood & ( Fair & ( -oor & ( =ery -oor & (

0?' 8o do yo$ #eel abo$t the dri*in) co"#ort ne!!S
E6cellent & ( .ood & ( Fair & ( -oor & ( =ery -oor & (
05' 8o do yo$ #eel abo$t the !er*ice a#ter !ale!S
E6cellent & ( .ood & ( Fair & ( -oor & ( =ery -oor & (
0@' Fo$ld yo$ !$))e!t thi! car to other!S
Ye! & ( No & (
0A' O*erall are yo$ !ati!#ied ith Ford Fie!taS
Ye! & ( No & (
04' Do yo$ thin+ $!in) Ford Fie!ta i! a !tat$! Sy"bol yo$
04' Any S$))e!tion!,
RRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRR
RRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRR

Than+! yo$ #or !parin) *al$able ti"e
Si)nat$re
%I%:IO.RA-8Y
Na=e o9 20e BooB A520or Na=e
Mar+etin) Mana)e"ent , -hilip 7ilter
F$nda"ental! o# Mar+etin) , Fillia" B' Stanton
%r$ce B' Fal+er
Mar+etin) Re!earch , Donald S' Toll
Dell I 8a+in!
We@ S32e;
'india'#ord'co"
'#ort$ne#ord'co"
')oo)le'co"
A STUDY ON CUSTOMER SATISFACTION TOFORDS FORD
FIESTA IN FOTTUNE FORD INDIA :TD9 8YDRA%AD'
CUESTIONAIRE
Na"e, RRRRRRRRRRRRRRRRRRRRRRR Date, RRRRRRRRR
Addre!!, RRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRR
RRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRR
E> "ail, RRRRRRRRRRRRRRRRRRRRRRRRRRRR-h, RRRRRRRRRRRRRRR
0' 8o do yo$ co"e to +no abo$t Ford Fie!taS
T'= add! & ( Ne! -aper! & ( A$to Ma)a;ine! & (
Ford o# "o$th & ( 8oardin)! & (
?' Since ho lon) yo$ are $!in) thi! carS
/>4 "onth! & ( /'4>0 Year! & ( 0>? year! & (
'. Do yo5 1o;;e;; any o20er <ar @e9ore 15r<0a;3ng F3e;2aF
Ye! & ( No & (
6. W03<0 <ar do yo5 0a7e @e9ore 15r<0a;3ng F3e;2aF
FIESTA & ( MARUTI & ( 8YUNDI & ( 8ONDA & ( TATA & (
A' Fhat are the #eat$re! that "ade yo$ to b$y Fie!taS
%rand & ( Milea)e & ( price & ( De!i)n & (
4' Fhich "odel yo$ are $!in) in the Fie!taS
Die!el, E6it & ( !i6 & ( Si6 & (
-etrol, E6i & ( ;6i & ( S6i& (
3' 8o o$ld yo$ rate the per#or"ance o# Fie!taS
E6cellent & ( .ood & ( Fair & ( -oor & ( =ery -oor & (

2' 8o do yo$ #eel abo$t the De!i)n o# Ford Fie!taS
E6cellent & ( .ood & ( Fair & ( -oor & ( =ery -oor & (
1' Are yo$ !ati!#ied ith Milea)e9 co"pare to co"petitor! &=erna(S
Ye! & ( No & (
0/' 8o do yo$ #eel abo$t !a#ety and !ec$rity in Fie!taS
E6cellent & ( .ood & ( Fair & ( -oor & ( =ery -oor & (
00' 8o do yo$ #eel abo$t !eatin) and central ATC !y!te"S
E6cellent & ( .ood & ( Fair & ( -oor & ( =ery -oor & (
0?' Are yo$ !ati!#ied ith n$"ber o# colo$r! in Fie!taS
Ye! & ( No & (
05' 8o do yo$ #eel abo$t the dri*in) co"#ort ne!!S
E6cellent & ( .ood & ( Fair & ( -oor & ( =ery -oor & (
0@' 8o do yo$ #eel abo$t the !er*ice a#ter !ale!S
E6cellent & ( .ood & ( Fair & ( -oor & ( =ery -oor & (
0A' 8o o$ld yo$ rate the re!ale o# Fie!taS
E6cellent & ( .ood & ( Fair & ( -oor & ( =ery -oor & (
04' Fo$ld yo$ !$))e!t thi! car to other!S
Ye! & ( No & (
03' O*erall are yo$ !ati!#ied ith Ford Fie!taS
Ye! & ( No & (
"$. Do yo5 1o;;e;; any o20er <ar @e9ore 15r<0a;3ng 93e;2aF
Ye! & ( No & (
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