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Indian automobile industry is one of the most robust and rapidly growing industries
in the world. For an indian consumer buying an automobile is the second most
important and expensive decision after buying a house. Therefore, it is extremely
important for manufacturers to fathom the underlying motivations that enable the
customer to purchase a particular brand.
Through this study, we have undertaken in-depth analysis of each enabler and
identified the purchase enablers that are most important according to the
customers, with a special focus on Ford sutomers.
Literature Review
In total 100 responses of automobile users were collected and the conclusions are
drawn on the basis of the analysis of the responses recorded.
ACTUAL CUSTOMERS-
60.5%
POTENTIAL
CUSTOMERS – 53.5%
PRINT- Rank 2
RADIO- Rank 3
TELEVISION- Rank 4
When we calculated the responses of the ford users as the preferred source of media , the
Ford users preferred Television for viewing the ford advertisement's the maximum times
which is the least used form of media
The most important factor which influences the buying decision of the
customers – All the influencers are ranked below as per the importance
Price
Offers
Dealership
experience
Ford – Analysis – Awarenss about “Ford
Assured”
1)
76%
24%
Y -axis
2
79%
21%
X- axis
•The second most important factor is that it is very easy to Locate a dealer on
Ford India website
•And the third most important factor is that availability of one or more showrooms,
as this factor is related to the first factor which makes the experience smooth and
convenient for the people
RECOMMENDATIONS
1.CHANGE THE ADVERTISEMENTS OF THE COMPANY AND MAKE THEM TAILORED FOR
OUT TARGET GROUP
Maruti
Honda
This will help Ford to beat its competitive brand – Maruti and
Honda in consumer preference and it focuses on two purchase Ford
enablers which is of great importance
-FINANCE OPTIONS AVAILABLE TO THE CUSTOMERS AND Toyota
OFFERS AND DISCOUNTS
Volkswagen
Which motivate the customer to be brand loyal
Hyundai
3) AFTER SALES SERVICES
● According to the results, the percentage of the times the sales person follow up after
the services have been offered by the brands is 68.97%
But the rest 11.03% the sales person have not followed through and they have lost a
customer which would have been associated with the brand with a much longer time. The
follow up is a major part of the marketing process and the lack of follow up can break the
cycle
SOLUTION
The company must integrate in their training process the after sales services. The after
sales services must be an integral part of the sales person’s job and the gap of 11.03%
must be filled to gain more customers
● These services are the unique features of the brand . Thus more awareness
must be created for these programmes and the advertisements must be
tailored made for promoting the USP’s of the brand which will create