CHAPTER: 1

INTRODUCTION

1
 1.1 INTRODUCTION TO THE STUDY

In competitive world, where everyone wants to be the best and everyone wants to create a pace
for themselves, the survived and success becomes very difficult. In a situation where the only
fittest survives, every action, every move and even every thought will become the battle for
existence. The competition becomes too severe. Only those products which meet the changing
consumer requirements accordingly will be the survivor irrespective of the type of industry.
Here comes the importance of brand image. The product with better brand image will be the
market conqueror those brands which stand out in the market in respect of the product
attributes will build the image for itself in every industry. Brand image got significant
importance in four wheeler industry because it is the industry which brings quick innovations
and advancements in its products. So the brand image will help every manufacturer to overcome
the competition.

Four wheelers are the most popular and sought out medium of transport in India. The trend
owing four wheeler is due to its; Economic price, Comfort level, Fuel efficiency, Convenience
in handling

Three are so many Indian and foreign Four wheeler manufactures are operating the Indian
market and like any other industry, there a tough competition is prevailing. Brand image of the
products help the manufacturer to survive in the competition to a certain extent. In other words
brand image act as a tool for meeting the competition.

The success of every industry is depending upon how the products satisfy the requirement of
customers. What features does the product have and what services provide to customers etc. are
very important. Whenever a product meets the expectation of customers, it starts to get
popularity and acceptability among customers. This leads to build an image for the brand in the
market. The image or esteem of the brand is all about how the product satisfies the customers. It
is the perception of customers about the brand and the product as well. It is a positive attitude
and attraction towards the brand. It is also the belief of consumers that the particular branded
product is capable of meeting their requirements in such a way they want.

Here a study is conducted to know the brand perception among customers of Aly Ford,
Ramapuram. The study will ultimately reveal what is the consumer perception about the brand
‘Ford”.

2
 1.2 STATEMENT OF THE PROBLEM

This study is mainly focused to know the brand awareness and perception among customers of
Aly Ford, Ramapuram. It is also intends to know the brand image affect the buying behavior of
customers.

1.3 OBJECTIVES OF THE STUDY

Primary Objective:-

 To study the brand awareness and perception of Aly Ford, Ramapuram.

Secondary Objective:-
 To know the acceptability of the brand ‘Ford’ among customers
 To know the factors affecting customer brand perception towards Ford.
 To study the satisfaction level of customer towards the brand.

1.4 SCOPE OF THE STUDY

This Project is conducted at Aly Ford. To know about the brand perception of ‘Ford’ .
Customers are considered for the study in order to understand their preferences about
automobile companies. This image develops over time. Customers form an image based on their
interactions and experience with the brand. These interactions take place in many forms and not
necessarily involve the purchase or use of products and services.

1.5 RESEARCH METHODOLOGY

Research methodology is the specific procedures or techniques used to identify, select, process,
and analyze information about a topic. In a research paper, the methodology section allows the
reader to critically evaluate a study's overall validity and reliability.

RESEARCH DESIGN

A research design is an arrangement of conditions or collections. Descriptives (e.g., case-study,

naturalistic observation, survey) Correlation (e.g., case-control study, observational study)
Semi-experimental (e.g., field experiment, quasi-experiment) Experimental (experiment with
random assignment)

Descriptive research design is used for conducting the study, which includes the survey and
fact enquires of different kinds. A descriptive study involve, formulating the objective of the
study , defining the population and selecting the sample , designing the methods of data
collection and analysis of data results the study. The study is conducted in Marketing.

3
SOURCES OF DATA

 PRIMARY DATA

Primary data will be the data that you gather particularly with the end goal of your research
venture. Questionnaire was used as the primary source of data collection.

 SECONDARY DATA

Secondary Data are those which are collected from some other magazine, journals, newspapers
etc.

SAMPLE DESIGN
Sample design is the theoretical basis and the practical means by which we infer the
characteristics of some population by popularizing from the characteristics of relatively few of
the units comprising the population.

POPULATION
A population can be defined as including all people or items with the characteristic one wish to
understand. Because there is very rarely enough time or money to gather information from
everyone or everything in a population the goals becomes finding a representative sample or
subset of that population.

SAMPLE SIZE
Number of sampling units selected from the population is called the sample size. This study is
conducted in a sample size of 50 respondents.

SAMPLING TECHNIQUE
It is the incumbent on the researcher to clearly define the target population. It is the procedure
for selecting sample members from a population. This study is completed by choosing
convenience sampling, a non-probability sampling technique where the subjects are selected
because of their convenient accessibility and proximity to the researcher.

TOOLS USED FOR THE STUDY

 TOOLS USED FOR DATA COLLECTION

Questionnaire is prepared by the researcher for securing information from respondents.

 TOOLS USED FOR DATA ANALYSIS

4
Percentage analysis is used for analysis and interpretation of data collected for the study.

 TOOLS USED FOR DATA PRESENTATION

Charts, Table and diagrams have been drawn to represent the interpreted data.

1.6 PERIOD OF THE STUDY

The duration of the study is 21 days

1.7 LIMITATIONS OF THE STUDY

The study suffers from the following shortcomings.

 Bias associated with the respondents.

 Respondents are reluctant to express their view.

 The accuracy of the study is based on the information given by the respondent.

5
 CHAPTER: 2
REVIEW OF LITERATURE

6
 2.1 REVIEW OF LITERATURE

 Dr. L Vijay and B.Jayachithra (1987) (Prof & Head, Dept of Management Science, S
a Engineering College, Chennai), “Perception is actually more important than reality in many
cases. In the world of business, particularly marketing and advertising, perception is reality.
Marketers spend great sums of money to alter customer’s perception of their product. Their
goal is for customers to believe their advertising to be real and ultimately entice customers to
purchase their product, perceiving that it is right for them. In the active area of delivering
superior customer service, perception of an issue by the customer is often a very different
matter than the actual circumstances might describe. The professional customer service
specialist must actively listen in order to intelligently discern what the customer is actually
saying, regardless of want the facts of the matter are. Often, a tense situation can be diffused
by simply being sensitive to the customers' viewpoint and perception of the issues, and then
suggesting solutions based upon those perceptions.

 Kumar (1987), “He examined those factors which effect buying decisions making of
large number of respondents for different food products. Country, origin, and brand of the
product impact effectively and largely. Brand of the product is the most important factor
since consumers more attracted toward brand. Income, age and awareness are dependant
factors”.

 Leuthesser (1988) The Marketing Science Institute states that the underlying
determinants of consumer-based brand equity are that brands provide benefits to consumers
by differentiating products, as they facilitate the processing and retrieval of information
(Hoyer and Brown 1990).Other marketing literatures (Ries and Trout 1985; Kapferer 1991)
also stress the importance of the distinctive character of brand positioning in contributing to
the success of a brand. Distinctiveness is defined as the degree to which the consumer
perceives that a brand is distinct from its competitors(Kapferer 1991). A brand can have a
price premium if it is perceived as being different from its competitors.
 Lassar et al. (1995) limit the reference of the image dimension to the social dimension,
calling it social image as social image contributes more to brand equity. Social image is
defined as the consumer’s perception of the esteem in which the consumer’s social group
holds the brand. It includes the attributions a consumer makes and a consumer thinks that
others make to the typical user of the brand.
 Adele Revela (1999) (President at the Buyer Persona Institute) “It is a marketing concept that
encompasses a customer's impression, awareness and consciousness about a company or its
offerings “Customer perception applies the concept of sensory perception to marketing and
advertising. Just as sensory perception relates to how humans perceive and process sensory
stimuli through their five senses, customer perception pertains to how individuals form
opinions about companies and the merchandise they offer through the purchases they make.
Merchants apply customer perception theory to determine how their customers perceive
them. They also use consumer perception theory to develop marketing and advertising
strategies intended to retain current customers and attract new ones.

7
 Brown (2000) “Perception is basically an organism which describes an individual’s
perceived image which he expect from any product or service. Observation can be changed
or influenced by numerous factors” and he reported that the need for educating young
generation specially those who are in their adolescence are noticeably increasing, given their
regular food eating habits and behavior, children who are in their teenage prefer food with
respect to food nutritious as well as three factors plays very important role, home
environment, school and social gatherings.
 Aaker (2000) “He assess that brand awareness plays a vital role in consumer perception
especially when their buying pattern is not defined. A branded item gives the feeling of
familiarity especially in low involvement products for example soaps and other day to day
usage items, media and advertisement are effective tools for awareness”.
 Keller (2003) stated that Brand awareness can be referred to as the ability of a consumer
to distinguish a brand under various conditions. Keller (2003) also noted that brand
awareness is built and increased by familiarity with the brand as a result of repeated
vulnerability which eventually leads to consumers experience with the brand. Consumer’s
experience of a particular brand could either be by hearing, seeing, or thinking about it and
this will help the brand to stick in their memory. Brand awareness can be referred to as the
degree of consumers’ familiarity with a brand.
 Vanniarajan and Kubendran (2005) “They describes that consumer perception and
usage of any product can be changed due to change in food eating habits. If income and
urbanization increases in among consumers then the percentage of income spent on
consumption Increases. The urban consumers mostly like branded products as compared to
rural consumers”.
 Nandagopal and Chinnaiyan (2006), “They conclude that the mode of purchase of
product also effecting buying pattern and so perception of consumer”.

8
 2.2 THEORETICAL FRAME WORK

BRAND

The word brand is a comprehensive term. A brand is a name, term, symbol or design or
combination of all these which is intended to identify the goods or services of one seller or
group sellers and to differentiate them from those of competitors. A brand identifies product for
a buyer and gives seller a chance to earn goodwill and repeated patronage.

Branding is the management process by which a product is branded. It is a general term

covering various activities such as giving mark and establishing and popularizing it.

According to American Marketing Association,

“Brand name is a part of brand consisting of a word, letter, group of words or letters comprising
a name which I intended to identify goods or services of a seller and to differentiate them from
those of competitors.”

Brand can be mathematically expressed as follows.

Brand = quality + Image + Price.

BRAND NAME
Brand is that part of a brand that can be spoken including letters, words and numbers. E.g.:
HMT, 501 Soap, v-guard etc. It is a combination of words used to identify a product and to
differentiate it from other rival products.

BRAND MARK
It is a part of the brand which appears in the form of a symbol or design. It could be recognized
only by sight but may not be spoken. E.g.: kelvinator refrigerator has penguin as its brand mark
and v-guard has kangaroo as its brand mark.

BRANDING
Branding means giving a name to the product by which it should become known and familiar
among the public. In other words it is the practice of a specified name or mark to a product or
group of products of one seller.

9
TRADE MARK
Trade mark is a legal term. When a brand name or brand mark is registered and legalized, it
becomes a trade mark. Thus registered brands are trademarks. In that sense all trademarks are
brands but all brands are not trademarks.

BRAND IMAGE
Brand image is the current view of the customers about a brand. It can be defined as a unique
bundle of associations with in the minds of target customers. It signifies what the brand
presently stands for. It is a set of beliefs held about a specific brand. In short it is nothing but the
consumers’ perception about the product. It is the manner in which a specific brand is positional
in the market. Brand image conveys emotional value and not just a mental image. Brand image
is nothing but an organization’s character. It is an accumulation of contact and observation by
people external to an organization. It should high light an organization’s mission and vision to
all. The main elements of positive brand image are – unique logo reflecting organization’s
image, slogan describing organization’s business in brief and brand identifier supporting the key
values.

Brand image is the overall impression in consumer mind that is formed from all sources.
Consumers develop various associations with the brand. Based on these associations, they form
brand image. An image is formed about the brand on the basis of subjective perception of
association’s bundle that the consumers have about the brand. The idea behind brand image is
that the consumer is not purchasing just the product/ service but also the image associated with
that product/ service. Brand images should be positive, unique and instant. Brand images can
be strengthened using brand communications like advertising, packaging, word of mouth
publicity, other promotional tools, etc.

Brand image develops and coveys the products character in a unique manner different from its
competitors image. The brand image consists of various associations in consumers mind –
benefits and attributes. Brand attributes are the functional and mental connections with the
brand that the customers have. They can be specific or conceptual. Benefits are the rational for
the purchase decision. There are three types of benefits: functional benefits – what do you do
better [than others], emotional benefits – how do you make me feel better [than others], and
rational benefits/ support – why do I believe you [more than others]. Brand attributes are
consumers overall assessment of a brand.

Brand image has not to be created, but is automatically formed. The brand image includes
products’ appeal, ease of use, functionality, fame, and overall value. Brand image is actually
brand content. When the consumers purchase the product, they are also purchasing its image.
Brand image is the objective and mental feedback of the consumers when they a product.
Positive brand image is exceeding the customers’ expectations. Positive brand image enhances
the goodwill and brand value of an organization.

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 FEATURES OF A GOOD BRAND NAME

 A brand name should suggest something about the product’s characteristics its benefits, use or
action.
 It must be attractive to the eyes and pleasing to ears.
 It should be easy to pronounce, spell and remember.
 It should be simple and short.
 It should be distinctive.
 It would be adaptable to new products and may be added to the product line.
 It would be capable of being registered and legally protected.
 It would be adaptable to any advertising medium.

IMPORTANCE OF BRANDING

 It helps in product identification and gives ‘distinctiveness’ to a product.

 Indirectly it denotes the quality or standard of a product.
 It eliminates imitation of products.
 It ensures legal right on the product.
 It helps in advertising and packaging activities.
 It helps to create and sustain brand loyalty to particular products.
 It helps in price differentiation of products.

BRAND POLICIES & STRATEGIES:

All companies prior to introducing any product established a branding policy or strategy
especially with a view of future new product.

The manufacturer can use any of the following.

1-FAMILY OR BLANKET BRANDING

In using a family or blanket branding strategy, the manufacture chooses to apply the same
brand name to all the products. Firms such as kissan, amulm, brittania & philips use this
strategy. This decision is adopted generally when the products are similar in terms of
marketing mix strategies i.e. they use same distribution channels etc. Family branding strategy
have some important advantages firstly due to it will less time by customers to accept the
product. Secondly there will be no need of brand name research and thirdly consumer’s
response to the new product will be sooner. Its only disadvantage is that it should be very
particular about quality of product, as it should be very particular about quality of product, as it
should be at the level of existing product. Thus, this is family or blanket branding. It provides a
cover over all its products and all are known by that’s why it is called blanket branding.

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2-INDIVIDUAL BRANDS
When a from produce or sells divers products, it may not be appropriate to use one family or
blanket brand name. Colgate, general foods etc market a variety of products that would not be
amenable to family branding. Individual branding strategy allows firms to develop different
images and positions for each of their products. Individual brands are costly to introduce, since
each new product must be heavily advertised to establish brand awareness. Thus, individual
branding helps in increasing market share of that company but under different brand names and
products.

3-MIXED BRANDING STRATEGY:

In many large companies, product line expansion occurs in different directions so that new
families of product may be planned when a new product is conceived. In this case, the firm will
use a mixed barding strategy with similar products carrying a family brand name and different
products with individual brand name. The strategy is employed when the product line expands
so those new products are quite different from other products, therefore requiring a unique name
and marketing strategy.

4- TRADE NAME AND INDIVIDUAL BRANDS:

The last strategy that employed by the firm is to annunciate the company name with an
individual brand of each product. In this, the company name provides some legitimization and
individual name some differentiation for the new product. This strategy, as in family branding
carries the risk of negative association of all products but it provides with an advantage of low
cost of introductions, as brand is known to customer.

OBJECTIVES OR FUNCTIONS OF BRANDING:

The objective or functions of branding are enumerated as follows:
 It helps in product identifications. Consumers can recognize it easily
 It is the best device of product differentiation. Customers can distinguish it from other rival
products.
 It indirectly denotes the quality or standard of product it help in advertising and packaging.
 It helps to create and maintain brand loyalty to particular product

KINDS OF BRAND NAME:

1. Coined Name:- It is given to the products identify

2. Descriptive Name:- It is name which suggests something about the products or its function
3. Suggestive Name:- It is name which suggests something about the products or its function
4. Arbitrary Name:- It is a name which neither relates to the products nor to the producer

Brand Loyalty:
Some of the most popular brand of consumer product have been popular for decades, providing
convincing evidence of the strength brand loyalty. Brand loyalty simply means commitment to a

12
particular brand. It refers to the loyalty of a buyer towards a particular brad. In other words, It is
the strong attachment of a buyer to the particular brand. He will not buy other substitutes if the
brand is available.

IMPORTANCE OF CUSTOMER PERCEPTION

The revenue and importance of understanding customer perception is rooted in the
modern marketing. To survive in the market, a firm has to be constantly involving and
understanding the latest customer needs and tastes.
The study of customer preference for any product is of vital importance to marketers
shaping the fortunes of their organization.
The study of consumer behavior not only focuses on how and why consumers make
buying decisions, but also focuses on the use which consumers make of the goods they
buy and their evaluation of these goods after use. If the goods after use don’t satisfy the
consumers, they may feel dissatisfied perhaps because post purchasing services are not
up to their satisfaction, and thus, this may influence the buying decisions of many
others who might come in contact with them.
The detailed study of consumer’s behaviour or consumer preferences focuses on:
 Who buys product or services?
 How do they buy product or services?
 Where do they buy them?
 When do they buy them?
 Why do they buy them?
 How often do they use them?

These questions will help in understanding the factors that influence the decision
making process of the consumers. The buyer’s decision making process includes the
following:
1. PROBLEMS RECOGNITION
First and the foremost steps are to identify the problem i.e. What actually one wants
with regard to the product.
2. INFORMATION SEARCH
Second step is to search the relevant information regarding the product which one
wants.
3. EVALUATION OF ALTERNATIVES
Third step is to evaluate the collected information i.e. analyze the information.
4. PURCHASE DECISION
In fourth step the product is actually purchased.
13
 CHAPTER 3
INDUSTRY PROFILE
AND
COMPANY PROFILE

14
 3.1 INDUSTRY PROFILE
Automobiles have become an indispensable part of our life. A extension of human body that
provides us faster, cheaper and more convenient mobility every day. The Automobile industry
is one of the most important industries in the world. It affects not only the economy but also
the cultures of the world. It provides jobs for millions of peoples, generating billions of dollars
as revenue from worldwide and provides the basic for a multitude of related services and
support industries. Automobile revolutionized in the 20th century. The automobile has enabled
people to travel and transport goods faster and faster and has opened wider market areas for
business and commerce. The automobile industry has reduced the overall cost of transportation
by using methods like mass production, mass marketing (selling products rather than locally)
and globalization (assembling products with parts made worldwide) of production. Automobile
industry in India is of the key sectors for the economy. The industry comprises automobile and
the auto component sector and encompasses commercial vehicles, multi utility vehicles,
passenger cars, two wheelers, three wheelers and tractors. The industry has sown great
advances since de licensing and opening up of the sector to TDI in 1993.
After independence India had only three or four car manufacturers namely Hindustan motors
for ambassador, premier automobiles for fiat and standard motors for herald other than
imported cars. This continued almost till 1980s.When a major breakthrough occurred with the
introduction of Suzuki cars in the name of Maruti .M/Sipani automobile from Bangalore also
introduced a model dolphin, but could not succeed in the race. Thus Maruti established in the
market in 1990s.the major car manufacturers in India are Hindustan Motors Marathi Udyog,
Fiat India private ltd, ford India ltd, General motors’ India Private Ltd, Honda siel cars India
Ltd, Hyundai Motors India ltd, Skoda India private Ltd, Toyota kirloskar Motor Ltd
etc.....Today the automobile industry in India is fast growing. The increased demand for
automobiles has resulted in a large number of multi-national auto companies, especially from
U.S.A and Europe, entering the market Indian and working in collaboration with Indian firms.

AUTOMOBILE INDUSTRY IN INDIA

The automobile industry in India is one of the larger markets in the world and had previously
been one of the fastest growing globally. Chennai is home to around 35%-40% of India’s total
automobile industry and for this reason it is known as the Detroit of Asia. It is on the way to
becoming the world's largest auto hub by 2016 with the capacity of over 3 million cars
annually. The Indian auto industry is one of the largest in the world with an annual production
of 23.37 million vehicles in financial year 2014-15, following a growth of 8.68 per cent over
the last year. The automobile industry accounts for 7.1 per cent of the country’s gross domestic
product (GDP).India are also prominent auto exporter and have strong export growth
expectations for the near future. In financial year 2014-15, automobile exports grow by 15 per
cent over the last year. In addition several initiatives by the government of India and the major
automobile players in the Indian market are expected to make India a leader in Four wheelers
and four wheeler market in the world by 2020.

15
 TOP AUTOMOBILE COMPANIES IN INDIA
MARUTHI SUZUKI INDIA LIMITTED MSIL
FORD India is an undisputed leader in the Indian automobile industry. started its
journey in February 1981 as Maruti Udyog Limited, the company created history in the Indian
automobile market with its hugely popular four-wheeler model Maruti 800.the company
became the first Indian automobile company to manufacture one million vehicles in 1994.The
company became 1FORD India limited on September 17 2007.
MAHINDRA AND MAHINDRA LIMITTED M&M
Mahindra & Mahindra Limited is another auto-giant in India. A part of the Mahindra group,
M&M is the largest SUV maker in the country. in september2009 M&M registered a domestic
sale of record 26,921 units, comparing to 22,729 units in September 2008(with an increase
of18.4%).on the other hand ,it sold 15,296 units of UV in the same period comparing to 10,641
units in September 2008 (with a whooping growth of 43.7%)
FORD
The Ford Motor Company is an American multinational automaker headquartered in
Dearborn, Michigan, a suburb of Detroit. It was founded by Henry Ford and incorporated on
June 16; 1903.the Company sells automobile and commercial vehicles under the Ford brand
and most luxury cars under the Lincoln brand. Ford also owns Brazilian SUV manufacturer,
Troller, and Australian
CAR DEALERS AND SHOWROOMS IN MALAPPURAM
 AM MOTORS
 ALY FORD AUTOCARS
 AMANA TOYOTA
 PVS FORD
 APCO
 TATA MOTORS LIMITTED
 FIAT

16
 3.2 COMPANY PRORILE

Aly FORD is established in the year of February, 2007 and it is registered in the same
year itself. It is situated in Thirurkad, near the Perinthalmanna. Mr.Balan .P.Nair is the owner
and founder of the ALY FORD . This firm is the Head of the all other branches in the Malabar
area and Abu Dhabi. There are 7 or more branches in the Aly FORD.
The Aly FORD. is one of the dealers in Ford. Ford is the world's famous automobile
company. Ford is to provide the minimum eligibility to become the dealers or distributors. It
will assist a fairly amount of capacity and enough to have to built up plant, which is fixed by
the Ford company.
The organizations have around 170 employees in various sections or field. The
employees work in various sections or fields. The employees of the organization have highly
efficient, skilled, qualified and well experienced persons.
Ford manufactures and exports vehicles and engines made at its integrated manufacturing
facilities in Chennai, Tamil Nadu and Sanand, Gujarat.Since its entry in India in 1995, Ford
has invested more than US$ 2 billion to expand its manufacturing facilities and sales & service
footprint to meet demand in one of the world's fastest-growing auto markets.
Ford India’s integrated manufacturing facility at Maraimalai Nagar, near Chennai, produces its
award-winning range of products including the Ford EcoSport and Ford Endeavour.As part of
its overall commitment; Ford inaugurated its US$ 1 billion state-of-the-art integrated
manufacturing facility in Sanand, Gujarat in March 2015. With Sanand being operational, Ford
India has doubled its annual installed manufacturing capacity to 610,000 engines and 440,000
vehicles. The sub-four-metre compact sedan, Ford Figo Aspire, became the first car to roll out
from the new Ford Sanand plant.
The plant also manufactures new Figo hatchback.Ford’s biggest-ever product line-up in India
today offers a vehicle to suit the needs of nearly every consumer. In 2016, Ford has also given
Indian consumers their first opportunity to own the iconic Ford Mustang. Debuting ahead of
the Delhi Auto Expo 2016 and set to hit Indian showrooms later this year, the new Mustang is
all set to bring the world-class performance and refinement of Ford’s iconic pony car to India’s
roads.
Ford’s commitment to India is not just business centric. At the heart of our business
plans are people and communities. Going further with its Better World philosophy, Ford India
in association with Ford Motor Company Fund announced ‘Operation Better World,' with the
endeavour to address issues related to Education, Sustainability and Auto Safety around
communities where it operates.
The address of this outlet is 38th Mile, Panangangara, Ramapuram, Malappuram,
Kerala - 679321.
The Board of direction of the ALY FORD is:-
Chairman : Mr. Balan P Nair
Directors : Mr. Subash Nair
: Mr. Shibu Nair

17
Organization profile
The competitions of the automobile market and raising costs of the companies, the
automobile industries have functioning the joined forces. In the wider requirements, the
company has bought out new brands. This is branded with the intercoined of the different
ownership organizations.
In automobile market FORD, Tata Motors & Hyundai are the market leaders & this
much have led to thought in the mind of the proprietor as to become the dealer of FORD. In the
Automobile industry the Maruti get the first automobile company in the world to get the ISO
9001: Certification for quality standards and procedures.
The organizations infrastructural facilities like power, labor, & transportation
communication facilities are determine the success of the organization in different
departments. This organization will have provided much more fluent opportunities in the areas
of the firm.
The factors that determine the success of the organization is power supply and
transportation and communication facilities. It will be possible in effective manner. The
transportation is easy because this firm is situating in National Highway of the Calicut to
Palakkad. More ones the FORD will more the cars in to the dealers. The communication
facility is also possible in very effective manner.
The ALY FORD is a dealership firm of FORD. This firm has doing the sales functions
of the FORD . The ALY FORD doing the sales the range between 120-150 Auto cars per
month. This is done in the orders of the customers
The ALY FORD will provide a servicing facility to the customers of the FORD. It is
featured well equipped and experienced employees. It has used the advanced methods of
servicing the Auto cars. It has used the advanced technologies of servicing facilities.
ALY FORD is providing the exchange function to the customers. It is providing
through the True value department. This Department will provide the K customers for the
exchange of the Ford vehicle up to 10 years and non accidental vehicles.
PRODUCTION PROFILE
The ALY FORD is mainly distributed the FORD Autocars only. The expansions of
Indian Autocars market the FORD have grouped the car models in different segments. This is
reoffered to the size and price of the Autocars.

Ford Figo

Ford Aspire

Ford Mustang

Ford Ecosport

Ford Endeavour

Ford Mondeo

18
 ORGANIZATION STRUCTURE OF ALY FORD

GENARAL MANAGER

SALES MANAGER SPARE MANAGER SERVICE ACCOUNT

MANAGER MANAGER

RECEPTIONIST SALES MAN SUPERVISOR SENIOR

ACCOUNTANT

SHOW ROOM IN MECHANIC ACCOUNTS

CHARGE

EXECUTIVE HELPER

19
 CHAPTER 5
DATA ANALYSIS
AND
INTERPRETATION

20
 4.1 FACTORS TO BUILD GOOD BRAND IMAGE
TABLE-4.1 TABLE SHOWING FACTORS TO BUILD GOOD BRAND IMAGE

Performance Appraisal No. Of Respondents Percentage

Quality 19 38
Competitive Pricing 15 30
Value Added Service 7 14
Free Trails and 6 12
Discounts
Others 3 6
Total 0 100

FIGURE -4.1 CHART SHWING THE FACTORS TO BUILD GOOD BRAND IMAGE

FACTORS TO BUILD GOOD BRAND IMAGE

40% 38%
35%
30%
30%
25%
20%
15% 14%
12%
10%
6%
5%
0%

Interpretation:

38% respondents say that the main factor to build brand image is Quality,30 % of respondents
say that competitive pricing among brands is the important factor, 14% of respondents say
that it is value added service, 12 % of respondents opined it is Free trails and Discounts
while 6 % of respondents say that it can be other factors to build brand image.

21
 4.2 FACTOR AFFECTING IN CHOOSING BRAND
TABLE.-4.2 TABLE SHOWING THE FACTOR AFFECTING IN CHOOSING
BRAND

Responds No. Of respondents % of respondents

Price 23 46
Quality 12 24
Style 7 14
Comfort driving facility 5 10
Others 3 6
Total 50 100

FIGURE.-4.2 CHART SHOWING THE FACTOR AFFECTING IN CHOOSING

BRAND

FACTOR AFFECTING IN CHOOSING BRAND

50%
46%
45%
40%
35%
30%
25% 24%

20%
15% 14%
10%
10%
6%
5%
0%
Price Quality Style Comfort driving facility Others

Interpretation

46% of respondents say that the factor affecting in choosing brand is price, 24% of respondents
say that the factor affecting in choosing brand is quality, 14% of respondents say that style is
main factor, 10% of respondents say that comfort driving facility is the main factor affecting in
choosing brand, rest 6% of respondents opined that it can be other factors.

22
 4.3 CUSTOMER’S CARE ABOUT USING BRAND
TABLE.-4.3 TABLE SHOWING CUSTOMER’S CARE ABOUT USING BRAND

Responds No. Of respondents % of respondents

Always 11 22
Often 8 16
Some times 6 12
Rarely 13 26
Never 12 24
Total 50 100

FIGURE-4.3 CHART SHOWING CUSTOMER’S CARE ABOUT USING BRAND

CUSTOMER’S CARE ABOUT USING BRAND

30%
26%
25% 24%
22%

20%
16%
15%
12%

10%

5%

0%
Always Often Some times Rarely Never

Interpretation

26% of respondents say that they rarely care about using brand, 24% respondents say that they
never care about using brand, 22% of respondents always care about brand, 16% of respondents
say often care about using brand and 12% of respondents sometimes care about using brand.

23
 4.4 THE FACTOR FOR NOTICING BRAND

TABLE 4.4 TABLE SHOWING THE FACTOR FOR NOTICING BRAND

Factor No. Of %Of

Respondents Respondents
Quality 20 40
Advertisement 14 28
Price 9 18
Endorsing Celebrity 7 14
Others 0 0
TOTAL 50 100

FIGURE .-4.4 CHART SHOWING THE FACTOR FOR NOTICING BRAND

THE FACTOR FOR NOTICING BRAND

45
40
40

35

30 28

25

20 18

15 14

10

5
0
0
Quality Advertisement Price Endorsing Celebrity Others

Interpretation

40% of the respondents are influenced by quality of the vehicle 28% of them are influenced by
advertisment,18% of the respondents are influenced by its price, 14% of them are influenced by
Endorsed Celebrity .

24
 4.5 THE INFLUENCING FACTOR OF PURCHASING THE VEHICLE

TABLE 4.5 TABLE SHOWING THE INFLUENCING FACTOR OF PURCHASING

THE VEHICLE

%Of
Factor No. Of Respondents
Respondents
Mileage 20 40
Price 12 24
Comfort 7 14
Style 6 12
Others 5 10
TOTAL 50 100

FIGURE .-4.5 CHART SHOWING THE INFLUENCING FACTOR OF

PURCHASING THE VEHICLE

THE INFLUENCING FACTOR OF PURCHASING THE VEHICLE

45
40
40

35

30

25 24

20

15 14
12
10
10

0
Mileage Price Comfort Style Others

Interpretation

40% of the respondents are influenced by Mileage of the vehicle, 24% of them are influenced
by price,14% of the respondents are influenced by its comfort , 12% of respondents are
influenced by its style and remaining 10% of respondents are influenced by other factors.

25
 4.6 SOURCE OF KNOWLEDGE ABOUT BRAND
TABLE.-4.6 TABLE SHOWING SOURCE OF KNOWLEDGE ABOUT BRAND

%of
Source No. Of respondents
Respondents F
I Television 18 36
G
U Newspaper 10 20
R Friends & relatives 19 38 E
.-
4 Hoardings 0 0 .
6 Others 3 6

Total 50 100

CHART SHOWING SOURCE OF KNOWLEDGE ABOUT BRAND

SOURCE OF KNOWLEDGE ABOUT BRAND

40 38
36
35

30

25
20
20

15

10
6
5
0
0
Television Newspaper Friends & relatives Hoardings Others

Interpretation

38% of respondents come to know information from friends and relatives. 36% respondents got
information from TV, and 20% respondents got information from newspaper 6% of respondents
come to know information from other sources.

26
 4.7 LOYAL CUSTOMERS OF THE BRAND
TABLE.-4.7 TABLE SHOWING LOYAL CUSTOMERS OF THE BRAND
Opinion No. of respondents Percentage
Yes 35 70
No 15 30
Total 00 100

FIGURE.-4.7 CHART SHOWING LOYAL CUSTOMERS OF THE BRAND

LOYAL CUSTOMERS OF THE BRAND

80
70
70

60

50

40
30
30

20

10

0
Yes No

Interpretation:
70% of total respondents are Loyal customer of the brand and 30% of respondents are not
loyal customers.

27
 4.8 RATING OF THE QUALITY OF PRODUCT
TABLE.-4.8 TABLE SHOWING RATING OF THE QUALITY OF PRODUCT
Opinion No. of respondents Percentage

Good 17 34
Very Good 21 42
Average 10 20
Poor 2 4
Very poor 0 0
Total 0 100

FIGURE .-4.8 CHART SHOWING RATING OF THE QUALITY OF PRODUCT

RATING OF THE QUALITY OF PRODUCT

45
42
40

35 34

30

25
20
20

15

10

5 4
0
0
Good Very Good Average Poor Very poor

Interpretation:
42% of respondents rates product quality as very good, 34% of respondents rate the quality
as good, 20% rates product quality as average and 4% of rates product quality is poor.

28
 4.9 SATISFACTION LEVEL OF PRODUCT
TABLE.-4.9 TABLE SHOWING SATISFACTION LEVEL OF PRODUCT
Opinion No. of respondents Percentage

Satisfied 27 54
Highly Satisfied 12 24
Dissatisfied 5 10
Highly Dissatisfied 2 4
Neutral 4 8
Total 0 0

FIGURE .-4.9 CHART SHOWING SATISFACTION LEVEL OF PRODUCT

SATISFACTION LEVEL OF PRODUCT

60
54

50

40

30
24

20

10
10 8
4

0
Satisfied Highly Satisfied Dissatisfied Highly Dissatisfied Neutral

Interpretation:
54% of respondents are satisfied with product,24% respondents are highly satisfied with the
product, 10% respondents are dissatisfied with the product,8% respondents are in neutral and
4% respondents are highly dissatisfied with the product.

29
 4.10 ATTRIBUTES ASOCIATE WITH THE BRAND
TABLE.-4.10 TABLE SHOWING ATTRIBUTES ASOCIATE WITH THE BRAND
Opinion No. of respondents Percentage

Affordable 17 34
Dependable 21 42
Modern 10 20
Easy to use 2 4
Popular 0 0
Total 0 100

FIGURE .-4.10 CHART SHOWING ATTRIBUTES ASOCIATE WITH THE BRAND

ATTRIBUTES ASOCIATE WITH THE BRAND

45

40

35

30

25

20

15

10

0
Affordable Dependable Modern Easy to use Popular

Interpretation:
42% respondents say they can associate the attribute “dependable” with the brand, 34% of
respondents say they can associate “affordable” with the brand, 20% of respondents say
“modern” is the attributes they can associate with the brand.

30
 4.11 OPINION ABOUT PRICE
TABLE.-4.11 TABLE SHOWING RESPONDENTS OPINION ABOUT PRICE

Opinion No. Of respondents % of respondents

Expensive 3 6
Reasonable 47 94

TOTAL 50 100

FIGURE .-4.11 CHART SHOWING RESPONDENTS OPINION ABOUT PRICE

OPINION ABOUT PRICE

100 94
90
80
70
60
50
40
30
20
10 6
0
Expensive Reasonable

Interpretation

94% of respondents say that the price of the product is reasonable and 6% of respondents say
it is expensive.

31
 4.12 CELEBRITY GIVING A POSITIVE IMAGE TO THE ENDORSED
BRAND
TABLE.-4.12 TABLE SHOWING OPINION ABOUT CELEBRITY GIVING A
POSITIVE IMAGE TO THE ENDORSED BRAND
Opinion No. of respondents Percentage
Agree 20 40
Strongly Agree 12 24
Disagree 6 12
Strongly Disagree 5 10
Neutral 7 14
Total 0 100

FIGURE .-4.12CHART SHOWING OPINION ABOUT CELEBRITY GIVING A

POSITIVE IMAGE TO THE ENDORSED BRAND

CELEBRITY GIVING A POSITIVE IMAGE TO THE ENDORSED BRAND

45
40
40

35

30

25 24

20

15 14
12
10
10

0
Agree Strongly Agree Disagree Strongly Disagree Neutral

Interpretation:
40% of respondents agree that celebrity give a positive image to the endorsed brand, 24 % respondents
strongly agree with the same. Only 14% of respondents are in neutral with the statement. Remaining 12
% of respondents disagree with the statement and 10% of respondents strongly disagree with the
statement.

32
4.13 FACTOR INFLUENCES THE MOST WHILE CHOOSING BRAND

TABLE.-4.13 TABLE SHOWING FACTOR INFLUENCES THE MOST WHILE

CHOOSING BRAND
Opinion No. of respondents Percentage
Peer group 10 20
Family 17 34
Work place 9 18
Advertisement 13 26
Other 1 2
Total 0 100

FIGURE .-4.13 CHART SHOWING FACTOR INFLUENCES THE MOST WHILE

CHOOSING BRAND

FACTOR INFLUENCES THE MOST WHILE CHOOSING BRAND

40

35 34

30
26
25
20
20 18

15

10

5
2
0
Peer group Family Work place Advertisement Other

Interpretation:
34% of respondents state that family influences more in choosing brand, 26% of respondents say that it
is advertisement, and 20 % of respondents states it’s peer group, 18% of respondents state it is work
place and 2% of respondents say other factors.

33
 4.14 HAVE YOU DONE TEST DRIVE
TABLE.-4.14 TABLE SHOWING HAVE YOU DONE TEST DRIVE
Opinion No. of respondents Percentage
Yes 43 86
No. 7 14
Total 0 100

FIGURE .-4.14 CHART SHOWING HAVE YOU DONE TEST DRIVE

HAVE YOU DONE TEST DRIVE

100
90 86
80
70
60
50
40
30
20 14
10
0
Yes No.

Interpretation:
86% of respondents state that they have done test drive and 14% of respondents say they
haven’t done the test drive.

34
 4.15 KIND OF ADVERTISEMENT WHICH HAS LONG LASTING
IMPACT
TABLE.-4.15 TABLE SHOWING KIND OF ADVERTISEMENT WHICH HAS LONG
LASTING IMPACT
Opinion No. of respondents Percentage
T.V Advertisement 24 48
Bill Boards 13 26
Print Media 9 18
Radio Advertisement 4 8
Other 0 0
Total 0 100

FIGURE .-4.15 CHART SHOWING KIND OF ADVERTISEMENT WHICH HAS

LONG LASTING IMPACT

KIND OF ADVERTISEMENT WHICH HAS LONG LASTING IMPACT

60

50

40

30

20

10

0
T.V Advertisement Bill Boards Print Media Radio Advertisement Other

Interpretation:
48% of respondents state that TV Advertisement has long lasting impact, 26% of respondents
say that it is Bill Boards, and 18 % of respondents states it’s print media and 8% of respondents
state it is radio advertisement.

35
 4.16 MOTIVATION FACTORS IN PURCHASING PROCES
TABLE.-4.16 TABLE SHOWING MOTIVATION FACTORS IN PURCHASING
PROCESS
Opinion No. of respondents Percentage
Discounts 9 18
Latest Trends 13 26
Advertisement 7 14
Brand 19 38
Other 2 4
Total 0 100

FIGURE .-416 CHART SHOWING MOTIVATION FACTORS IN PURCHASING

PROCESS

MOTIVATION FACTORS IN PURCHASING PROCES

40

35

30

25

20

15

10

0
Discounts Latest Trends Advertisement Brand Other

Interpretation:
38% of respondents state that Brand motivates more in purchasing process, 26% of
respondents say that latest trends motivate more in purchasing process and 18 % of
respondents states it is discount and 14% of respondents state it is advertisement.

36
 4.17 DURABILITY OF VEHICLE
TABLE.-4.17 TABLE SHOWING DURABILITY OF VEHICLE
Opinion No. of respondents Percentage
Below 1 Year 5 10
1<3 Year 3 6
3<5 Years 13 26
5<10 Years 24 48
More than 10 Years 5 10
Total 0 100

FIGURE .-4.17 CHART SHOWING DURABILITY OF VEHICLE

DURABILITY OF VEHICLE
60

50 48

40

30
26

20

10 10
10
6

0
Below 1 Year 1-2 Year 2-5 Years 5-10 Years More than 10 Years

Interpretation:
48% of the respondents say that the vehicle will last for 5-10 years, 26% respondents say that
vehicle will last for 2-5 years,10% respondents’ say it will only last for 1 year,10% of
respondents say it will last more than 10 years and 6% say that it will last for 1- 2 years.

37
 4.18 FIRST LOOK ON BUYING PRODUCT
TABLE.-4.18 TABLE SHOWING FIRST LOOK ON BUYING PRODUCT

%Of
Factor No. Of Respondents
Respondents
Price 8 16
Features 10 20
Style 7 14
Brand 19 38
Other 6 12
TOTAL 0 100

FIGURE.-418 CHART SHOWING FIRST LOOK ON BUYING PRODUCT

40 38

35

30

25
20
20
16
15 14
12
10

0
Price Features Style Brand Other

Interpretation

38% of the respondents are influenced by Brand of the product,20% of them are influenced by
features,14% of the respondents are influenced by its style , 16% of respondents are influenced
by its price and remaining 12% of respondents are influenced by other factors.

38
 4.19 HOW LONG BEEN A CUSTOMER OF THE BRAND FORD
TABLE.-4.19 TABLE SHOWING FHOW LONG BEEN A CUSTOMER OF THE
BRAND FORD

Opinion No. of respondents Percentage

Below 1 Year 5 10
1-2 Year 3 6
2-5 Years 13 26
5-10 Years 24 48
More than 10 Years 5 10
Total 0 100

FIGURE.-4.19 CHART SHOWING HOW LONG BEEN A CUSTOMER OF THE

BRAND FORD

60

50 48

40

30
26

20

10 10
10
6

0
Below 1 Year 1-2 Year 2-5 Years 5-10 Years More than 10 Years

Interpretation:
48% of respondents have been a customer of the brand for 5-10 year,26% respondents have
been customer of the brand for 2-5 year, 10% respondents have been customer of the brand
for 1 year 10% respondents have been a customer of the brand for more than 10 years and 6%
respondents have been a customer of the brand for 1-2 years.

39
 4.20 PURPOSE OF BUYING PRODUCT
TABLE.-4.20 TABLE SHOWING PURPOSE OF BUYING PRODUCT
Opinion No. of respondents Percentage
Office Use 3 6
Personal Use 23 46
Renting 7 14
Taxi 12 24
Others 5 10
Total 0 100

FIGURE.-4.20 CHART SHOWING PURPOSE OF BUYING PRODUCT

FIGURE.-4.19 CHART SHOWING PURPOSE OF BUYING PRODUCT

50
45
40
35
30
25
20
15
10
5
0
Office Use Personal Use Renting Taxi Others

Series 1

Interpretation:
46% of respondents state that they buy vehicle for personal use and 24% of respondents are
using the vehicle as a Taxi and 14% of respondents states its for renting,10% of respondents
are using the product for other purposes.

40
 4.21 RESPONSE FROM THE COMPANY
TABLE.-4.21 TABLE SHOWING OPINION ABOUT RESPONSE FROM THE
COMPANY
Opinion No. of respondents Percentage
Satisfied 26 52
Highly Satisfied 10 20
Dissatisfied 6 12
Highly Dissatisfied 2 4
Neutral 4 8
Total 50 100

FIGURE.-4.21 CHART SHOWING OPINION ABOUT RESPONSE FROM THE

COMPANY

RESPONSE FROM THE COMPANY

60
52
50

40

30

20
20
12
10 8
4

0
Satisfied Highly Satisfied Dissatisfied Highly Dissatisfied Neutral

Interpretation:
52% of respondents state that they are satisfied with the response from the company,20% of
respondents are highly satisfied,12% of respondents states dissatisfied , 8 % of respondents
are neutral and 4% respondents are highly dissatisfied response from the company.

41
 4.22 ATTRACTING FEATURES TO THE BRAND
TABLE.-4.22 TABLE SHOWING ATTRACTING FEATURES TO THE BRAND
Opinion No. of respondents Percentage
Price 13 26
Quality 18 36
Style 10 20
Service Provided 3 6
Other 6 12
Total 50 100

FIGURE.-4.22 CHART SHOWING ATTRACTING FEATURES TO THE BRAND

40
36
35

30
26
25

20
20

15
12
10
6
5

0
Price Quality Style Service Provided Other

Interpretation:
36% of respondents state that main attracting feature of the brand is quality,26% of
respondents are attracted by Price and 20% of respondents are attracted by its style and 12 %
of respondents are attracted with other features.

42
 4.23 REASON FOR CHOOSING BRAND FORD
TABLE.-4.23 TABLE SHOWING REASON FOR CHOOSING BRAND FORD
Opinion No. of respondents Percentage
Good will of the brand 23 46
Recommendation by
family or friend 13 26
Price and Quality of
the product 11 22
No special reason 3 6
Other 0 0
Total 50 100

FIGURE.-4.23 CHART SHOWING REASON FOR CHOOSING BRAND FORD

REASON FOR CHOOSING BRAND FORD

50 46
40
30 26
22 22
20
10 6
0

Interpretation:
46% of respondents state that reason of choosing brand is good will of the brand,26% of
respondents say reason of choosing is recommendation with family, 22% of respondents states
it is price and quality of product and 22% of respondents say other reasons for choosing the
brand Ford.

43
 4.24 PRICE SENSITIEVE CONSUMERS
TABLE.-4.24 TABLE SHOWING PRICE SENSITIEVE CONSUMERS
Opinion No. of respondents Percentage
Yes 37 74
No 13 16
Total 50 100

FIGURE.-4.24 CHART SHOWING PRICE SENSITIEVE CONSUMERS

PRICE SENSITIEVE CONSUMERS

80
74
70

60

50

40

30

20 16

10

0
Yes No

Interpretation:
74% of respondents say they are price sensitive consumers and 16% of respondents say
they are not price sensitive consumers.

44
 4.25 BRAND NAME AS INFLUENCE ON PURCHASING DECISION
TABLE.-4.25 TABLE SHOWING BRAND NAME AS INFLUENCE ON PURCHASING
DECISION

Opinion No. of respondents Percentage

Agree 16 32
Strongly Agree 21 42
Disagree 7 14
Strongly Disagree 4 8
Neutral 2 4
Total 0 0

FIGURE.-4.25 CHART SHOWING BRAND NAME AS INFLUENCE ON PURCHASING

DECISION

BRAND NAME AS INFLUENCE ON PURCHASING DECISION

45
42
40

35
32
30

25

20

15 14

10 8

5 4

0
Agree Strongly Agree Disagree Strongly Disagree Neutral

Interpretation:
42% of respondents strongly agree that brand name has influence on purchasing decision,
32% of respondents agree with the statement, 14% of respondents disagree with the
statement and 8% of respondents strongly disagree with the statement and 4% of respondents
stay in neutral.

45
CHAPTER 5
INFERENCES

46
 5.1 FINDINGS

 Majority of (38%) respondents say that the main factor to build brand image is Quality.

 Most (46%) of respondents say that the factor affecting in choosing brand is price.

 Most (26%) of respondents say that they rarely care about using brand.

 Majority (40%) of the respondents are influenced by quality of the vehicle.

 Majority (40%)of the respondents are influenced by Mileage of the vehicle.

 Most (38%) of respondents come to know information from friends and relatives.

 Almost (70%) of total respondents are Loyal customer of the brand.

 Majority (42%) of respondents rates product quality as very good.

 54% of respondents are satisfied with product.

 Most (42%) respondents say they can associate the attribute “dependable” with the
brand.

 Majority (94%) of respondents say that the price of the product is a reasonable.
 40% of respondents agree that celebrity give a positive image to the endorsed brand.

 Most (34%) of respondents state that family influences more in choosing brand.

 86% of respondents state that they have done test drive.

 Most (48%) of respondents state that TV Advertisement has long lasting impact.

 Majority (38%) of respondents state that Brand motivates more in purchasing process.

 48% of the respondents say that the vehicle will last for 5-10 years.

 Most (38%) of the respondents are influenced by Brand of the product.

 Majority (48%) of respondents have been a customer of the brand for 5-10 year.

 Most (46%) of respondents state that they buy vehicle for personal use .

 52% of respondents state that they are satisfied with response from the company.

 Majority (36%) of respondents state that main attracting feature of the brand is quality.

 Most (46%) of respondents state that reason of choosing brand is good will of the
brand.

 Majority (74%) of respondents say they are price sensitive consumers.

 Most (42%) of respondents strongly agree that brand name has influence on purchasing
decision.

47
 5.2 SUGGESTIONS

 Even though the customers said favorable opinion about Ford, certain features of Ford like
fuel efficiency, style etc are still to be improved.
 It would be better for Ford to include more advanced accessories and parts in the vehicle
models.
 It would be better for the firm to improve the quality of the vehicle to keep the standard of the
brand.
 The dealer can widen the advertisement medium to social networking sites and other online
Medias which is more popular. This would enable more customers to know about various
vehicle models and services of the brand.
 The company should adopt more promotional activities to improve brand perception among the
customers.

48
 5.3 CONCLUSION

The study entitled “A study on brand Awareness and Perception of Aly Ford, Ramapuram”
was an attempt to know about brand perception of Ford. In other words it was intended to check
the acceptability and popularity of brand and consumer’s opinion, expectation and attitude
towards the brand. The study found that the customers have good opinion about the Ford with
respect to its price, performance, after sales service facilities etc. Moreover they said that it is
the car that more suitable for those who have moderate income. Since the customers have good
opinion and positive attitudes towards the brand. It is concluded that the Ford has a good brand
image for its products.

49
BIBLIOGRAPHY

50
 BIBLIOGRAPHY

A. BOOKS

1. A.VINOD: Marketing management, Calicut University

2. O.R KRISHNAMURTHI: Research methodology, Calicut
University
3. PHILIP KOTLER: Marketing management

B. INTERNET

Www.investopedia.com
Www.wikipedia.com
Www.google.com

C. OTHER SOURCES

1.ADVERTISEMENT

2.COMPANY RECORDS

3.INTERNET

51
APPENDIX

52
 QUESTIONNAIRE
Name :

Age :

Gender :

1. Which of the following according to you, help to build a good brand image?

Quality Competitive pricing

Good value added services Free trail & discount Other

2. According to you, what are factors affecting in choosing brand?

Price Quality Advertisement

Service Provide Other

3. How much do you care about using brands?

Alwasy Often Some times

Rarely Never

4. What makes you notice a brand?

Quality Advertisement Endorsing celebrity

Price Other

5. Why did you choose purchase this product?

Mileage Price Comfort

Style Others

6. From where you get the information about brand?

Television Hoardings Newspaper & Magazine

Friends & Relatives Other

53
7. Are you a loyal customer of the brand?

Yes No.

8. How many stars would you give for the quality of the product?

Good Very good Average

Poor Very poor

9. Are you satisfied with the product?

Satisfied Highly satisfied Neutral

Dissatisfied Highly Dissatisfied

10. Which of the following attributes do you associate with the brand?

Affordable Dependable Modern Easy to use Popular

11. Is the price of products reasonable?

Yes No.

12. Does your favorite celebrity give a positive image to the endorsed brand?

Disagree Strongly disagree Neutral

Agree Strongly agree

13. Which factor influences for the most while choosing the brand?

Peer group Family Work place

Advertisement Other

14. Have you done the test drive?

Yes No.

15. According to you what kind of advertisement has long lasting impact?

T.V Advertisement Bill boards

54
 Print media Radio Advertisement Other

16. What motivates your purchasing process?

Discounts Latest trend Advertisement

Need for the product Others

17. How long do you think the vehicle will last?

Below 1 Year 1<3Years

3<5 Years 5<10 Years

More than 10 Years

18. What do you look first when you buy a product?

Price Features Brand

Advertisement Other

19. How long have you been a customer of Brand Ford?

Less than 1 Year Between 1-2 Years

Between 2-5 Years Between 5-10 years

More than 10 years.

20. For what purpose you buy the product for?

Office use Personal use Taxi

Renting Other

21. Are you satisfied with the response from the company ?

Satisfied Highly satisfied Neutral

Dissatisfied Highly Dissatisfied

22. Which feature attracts you more to the brand?

55
 Price Quality Style

Service provided Other

23. Why did you choose Brand ‘Ford’?

Good will of the brand Recommendation by family or fiend

Price and quality of the product No special reason

Other

24. Are you a price sensitive consumer ?

Yes No

25. Do you think brand name has influence on purchasing decision?

Agree Disagree Neutral

Strongly disagree Strongly agree

26. Suggestion if any

…………………………………………………………………

…………………………………………………………………

…………………………………………………………………

56