Gautham Project

A Study on Consumer Perception of Ashok Leyland
INTRODUCTION
KLE SOCIETY’S DEGREE COLLEGE, NAGARBHAVI

Chapter - 1
INTRODUCTION
GENERAL INTRODUCTION
Transportation means the movement of people or goods from one place to

another. Earlier people travelled by walking on roads. Around 5000 B.C
people began to use animals as means of transport. The developments on
transportation and agriculture are two basic triggers that have provided
challenge to human genres in developing creative ideas. The first achievement
was the invention of wheels; the next forward step was taken centuries later
when internal combustion engines were invented.
In India bullocks were first used as means of transportation and to irrigate the
land. But now petrol and diesel vehicles carry people and goods to the lengths
and breathe of the country. The first engines powered vehicles was produced
by the centuries. Thus transportation improved slightly over the centuries.
Theism improvement was the beginning of an evolution in the transportation.
Today trains, trucks, buses, auto rickshaws, cargo ships and aircrafts carry
people and goods to almost all the parts of world. So it allows in economic
growth of the country by providing goods at a proper time in a correct place.
In 18TH century Europeans had developed a new bicycle and in 1890 the first
gasoline powered vehicles with automatic bodies was invented by the French
engineers. During 1900 transportation had become fully advanced and has
brought change in people’s way of living.
In the age of fierce cut throat competition the usual marketing standard are in
many ways and all time valuables all source of killing and crippling forces in
all the variations are hitting work hard. Automobiles have been a key role in
developing the economy of the country in the movement and distribution of
goods and commodities. Automobiles add to the status and pace of the
2

economy of the country in the movement and distribution of goods and

commodities. The growth and quality of the automobile industries in the
country’s economy and health.
SCENE OF AUTOMOBILE INDUSTRY IN INDIA
The automobile industry has often been accused of compliancy and careless
attitudes towards the customer. The customers have been taken for granted.
Most of it seemed true till about 56 years ago when the auto scene standard
undergoing a change. The automobile industry is going through a dynamic
phase of growth and the outlay of modernization. Explanation, expansion and
new schemes are taking place on an unprecedented scale. The induction of
new technology developed by west Germany, France, Japan and The United
States, interest and promotion of new project with the technical assistance
provided by this collaboration’s is resulting in the creation of new capacity
which can be far in excess of domestic market for a decade and more. The
resultant influence can be all invasive that is general or specific.
In the past 2 decades a new class of motorbikes has come into picture which
favors the powered to wheelers. The demand for the two wheelers is
increasing day by day. The new generation of motorcycles has bigger cubic
capacity, high compression ratio and engine which enable high power and
torque out. The effect of these characteristics is that new vehicles can develop
higher BHP, the torque for the same cylinder volume. The four stroke
motorcycles have a lower power to weigh ratio because of more extensive use
of light alloys in the engine industrial plastics and low weight strength steels
for the frame, as a result the new generation of vehicles is highly fuel
efficient, more powerful and easy to maintain.
In order to know present attitude if customers towards four stroke

motorcycles, this study has been conducted in Bangalore.
THE THEORETICAL BACKGROUND OF THE STUDY
MARKET

The term market refers to the group of consumers or organizations that is

interested in the product, has the resources to purchase the product and is permitted
by law and other regulations to acquire the products.
Definition:
A market is defined as the sum total of all the buyers and sellers in the area or region
under consideration. The area may be the earth, countries, regions, states or cities.
The value, cost and price of items traded are as per forces of supply and demand in a
market. The market may be a physical entity or may be local or global, perfect and
imperfect.
MARKETING
Rd. Philip Kotler defines marketing as the science of art of exploring, creating and
delivering value to satisfy the needs of a target market to a profit. Marketing
identifies unfulfilled needs and desires. It defines, measures and quantifies the size of
the identifies market and the profit potential.
The American marketing association has unveiled a new definition of marketing to

reflect the discipline broader role in society.
The new definition reads, “Marketing is the activity, set of institution and processes
for creating, communicating, delivering and exchanging offerings that have value for
customers, clients, partners and society at large”
FUNCTIONS OF MARKETING
Marketing is the process that comprises of all the activities involved from the concept
of the product all the way till it reaches the final consumer. So there are a lot of
activities in this process, which we call the functions of marketing. Let us take a look
1. Identify Consumer Needs

One of the first steps the company needs to take is to identify the needs and wants of
the consumers in the market. To do so they must gather information and analysis this
information. Once you understand your customer thoroughly you can base your
product design in this information.
2. Planning
The next logical step would be to make a marketing plan. Firstly, you must be very
clear about the objectives of the company and what it wishes to achieve. Then you
figure out a timeline to achieve these objectives and finally, you plan the marketing
strategy of your company accordingly.
3. Product Development
As per your consumer research, we then develop the product that suits the needs of
the consumer. The design of the product is also an important factor in many products.
Like for example when buying a car, the design will play a huge factor. There are
other factors to be considered like cost, durability etc.
4. Standardization and Grading
Standardization means ensuring uniformity in the product. All customers must get the
same product of the same design and quality. And these standards need to be
maintained throughout.
Grading is the process of classification of products according to similar

characteristics and quality. If the products don’t have any predetermined quality or
other specifications like say agricultural products. Grading will ensure the consumer
knows your goods are of the highest quality.
5. Packing and Labelling
The package and the label are the first impressions your product makes on the
consumer so they are of essential importance. They are not only to protect and

identify the goods but are great marketing tools. There is proof that an attractive
packaging and label can go long way in making a product a success.
6. Branding
One important decision, the company has to make is whether they want the product
to have an individual identity in the market or they want it to be recognized by the
brand name.
Certain brands enjoy incredible goodwill in the market and it can benefit the product.
But you may also want the product to have a separate identity so it can flourish on its
own attributes.
7. Setting up Customer Support Services
Depending on your product there may be a variety of customer services that the
company has to set up. Pre-sales service, customer helpline, maintenance services,
technical support are just some of the services that your product may require. These
are important functions of marketing.
8. Pricing
This may be one of the most important functions of marketing. The price of a product
will largely determine its success or failure. Factors like demand, market conditions,
competition prices etc. will be considered to come with the correct pricing strategy.
One other thing the company must remember that prices of the products should not
be changed too frequently. This leads to confusion in the market.
9. Promotion

This is where you inform the customers of your product and persuade them to buy it.
There are four major promotion methods- advertising, personal selling, sales
promotion and publicity. The company must decide on its best promotion mix, a
combination involving all or some of these four methods.
10. Distribution
Here the company must ensure the correct distribution channel for its product. It will
depend on a variety of factors such as the concentration of the market, shelf life of
the product, company’s capital requirements etc. inventory management is another
important factor the company must look into.
11. Transportation
The physical movement of the goods from its place of production to its place of
consumption is transportation. It is very important function of marketing. The
company must analyses the geographical boundaries of its market. This will help
them choose the correct modes of transportation and in the global economy where we
live in, there are almost no barriers to international trade. So if a company wishes to
go global transportation will be a key factor in their marketing mix.
12. Warehousing
As we have seen there is always a lag time between the production and the
consumption of most goods. Sometimes the products are seasonal or the supply is
irregular or there are production difficulties. But companies like to maintain a smooth
flow of good. Storage and warehousing of goods are necessary.
MARKETING MANAGEMENT

According to Philip Kotler, “marketing management is the analysis, planning,

implementation and control of programmers designed to bring about desired
exchanges with target markets for the purpose of achieving organizational objectives.
It relies heavily on designing the organizations offering in terms of the target markets
needs and desires and using effective pricing, communication and distribution to
inform, motivate and service the market,” marketing management is concerned with
the chalking out of a definite programmer, after careful analysis and forecasting of
the market situation and the ultimate execution of these plans to achieve the
objectives of the organization.
Marketing management involves
1. The setting of marketing and objectives.

2. Developing the market plan
3. Organizing the market function.
4. Putting the market plan into action
5. Controlling the marketing program.
Marketing Research
It is “the process or set of processes that links the producers, customers and end users
to the marketer through information used to identify and decline marketing
opportunities and problems; generate, refine and evaluate marketing actions; monitor
marketing performance; and improve understanding of marketing actions; monitor
marketing performance; and improve understanding of marketing as a process.
Marketing research specifies the information required to address these issues, designs
the method for collecting information, manages and implements the data collection
process, analyses the results and communicates the findings and their implications”
NEED AND IMPORTANCE OF MARKETING RESEARCH
1. Identifying problem and opportunities in the market:

8

It helps in identifying new market opportunities for exciting and new products. It
provides information on market share, nature of customer satisfaction levels, sales
performance and channel of distribution. This helps the firms in solving problems.
2. Formulating market strategies:
Today, markets are no more local. They have become global. Manufacturers find it
difficult to contact customers and control distribution channels. Competition is
equally severe. The consumer needs are difficult to predict. Market segmentation is
complicated task in such wide markets. The marketing intelligence provided through
marketing research not only helps in framing but also in framing but also in
implementing the market strategies.
3. Determining consumer needs and wants:
Marketing has become customer-centric. However, large-scale production needs

intermediaries for mass distribution. Due to prevalence of multi channels of
distribution, there is an information gap. Marketing research helps in collecting
information on consumers from structured distribution research and helps in making
marketing customer oriented.
4. for effective communication mix:
In an era of micro-rather than mass-marketing, communication plays a vital role.

Marketing research uses promotional research to study media mix, advertising
effectiveness and integrated communication tools. Research on such aspects will help
in promoting effectively a company’s product in the market.
5. Improving selling activities:
Marketing research is used to analyses and evaluate performances of a company

within a market. It also studies effectiveness of a sales force. It helps in identifying
sales territories. Such information helps the companies in identifying areas of
shortcoming in sales. It also examines alternative methods for distribution of goods.

6. For sales forecasting:
The most challenging task for any production manager is to keep optimum levels of
inventory. However, production is undertaken in anticipation of demand. Therefore,
scientific forecast of sales is required. Marketing research helps in sales forecasting
by using market share method, sales force estimate method and jury method. This can
also help in fixing sales quotas and marketing plans.
7. To revitalize brands:
Marketing research is used to study and find out the existing brand position. It finds
out the recall value of brands. It explores the possibilities of brand extension or
prospects of changing existing brand names. The main purpose of marketing is to
create brand loyalty. Marketing research helps in developing techniques to popularize
and retains brand loyalty.
8. To facilitate smooth introduction of new products:
Marketing research helps in testing the new products in one or two markets on a
small scale. This helps in finding out consumer response to new product and
develops a suitable marketing mix. It reveals the problems of the customers regarding
new products. Thus, it controls the risk involved in introducing a new product.
9. Determine export potentials
The development in transport and communication has helped in globalization and

digitalization of world trade. This has helped in boosting the growth of international
markets. Marketing research helps in conducting market survey for export. It collects
information on marketing prevailing in a country.
10. Managerial decision making
10

Marketing research plays a vital role in the decision making processes by supplying
relevant, up to date and accurate data to the decision makers. Managers need up to
date information to access customer needs and wants, market situation, technological
change and extent of competition.
REVEIEW OF
LITREATURE
11

CHAPTER -2
REVEIEW OF LITREATURE
1. Aaker (1991)
Stated that the core for brand equity is the brand equity. He says that the
brand loyalty is closely associated to the experiential use of the product and as
such does not exist without use experience and previous purchase by the
customer. He is also of the opinion that loyalty is a subjective feeling of the
customer towards the product based on other dimensions namely awareness
regarding the product, brand equity, quality perceived by the customer and
associations.
2. Schittekat et al. (2006)

Formulated the draft problem using the bus went out of the game, some
interesting one objective integer programming model VRP by introducing
additional features. The arrests were considered to be Zen number of possible
that someone walks off
3. The Swersey Ballard (1984)

Presented in the scheduling of work in a school classroom. Of the situation,
with the advice of most of the game, we consider that they are associated with
each other is the way it has been given the series of this man. The window of
the bus to the customers within a certain period
4. NISSAR MOHAMED.S (MAY 2012) “
The purchasing power of the consumer has also increased; giving rise to
his wants and needs. It is over here that big retail chains such as Big Bazaar
12

come into picture satisfying various consumer needs under one roof. From the
survey conducted on the customers' perception towards the marketing mix of
Big Bazaar the following can be concluded regarding the P's: The customers
are highly satisfied with the variety and of products, but at the same time they
are not very happy with the quality and availability of branded products. Big
Bazaar has definitely succeeded in keeping up its image of a value for money
store, as its price has been rated positively.
5. STANLEY FOCUTILE
The results also found that the customers wanted the Thai government to

impose restrictions on superstore expansion and support family-run stores,
though they still agreed that superstores are essential for consumers and
family-run stores are not well allocated for consumers in Bangkok. Consumers
were satisfied more with marketing factors including product quality, product
variety, and stable prices of superstores. They also preferred the store
environment of superstores than with those of family-run stores. Consumers
also thought that superstores benefited the economy and society.
13

RESEARCH
DESIGN
14

CHAPTER 3
RESEARCH DESIGN
INTRODUCTION ABOUT THE STUDY
A market survey is a research technique used to gather consumer preferences and

purchase intent of a company's products and services within a geographical area.
Market surveys are extremely important because companies learn what their
customers like and dislike about their products and services.
Primary research involves collecting original data about the preferences, buying
habits, opinions, and attitudes of current or prospective customers. This data can be
gathered in focus groups, surveys, and field tests.
Secondary research is based on existing data from reference books, magazines and
newspapers, industry publications, chambers of commerce, government agencies, or
trade associations. It yields information about industry sales trends and growth rates,
demographic profiles, and regional business statistics.
Customer satisfaction is a concept that more and more companies are putting at the
heart of their strategy, but for this to be successful, they’re needs to be clarity about
what customer satisfaction means and what needs to happen to drive improvement.
NEED FOR STUDY
Increasing competition, ever growing market, easy availability of the finances

and increasing population of young executives, with huge disposable incomes, over
the past few years has substantially increased the sales in the automobile industry.
Also, the competition among the dealers of the products has increased with each
trying to maximize their customer base. This makes it imperative for the dealers to
provide the best of the services and exceed the customer expectations to achieve
customer delight and loyalty.
15

The study tries to understand the key service parameters and reflect upon the
dysfunctional areas, thus providing the dealer with an insight into the level of
customer satisfaction and changing trends of the customer expectations.
1. Statement of the problem: Customer loyalty is most important for an

organization as the satisfied customers act as brand ambassadors and extend a
positive feedback to others. The increased customer loyalty and customer
retention will increase the profit of a company. The successful record of
Ashok Leyland in automobile sector reveals the significance of customer
loyalty. Hence, this is study is about the different dimensions of loyalty
towards the products and services of Ashok Leyland.
2. Objectives of the study: The main objective of the study is to know about
the customer loyalty and its dimensions towards the Ashok Leyland products
in TVS & Sons at Tricky district.
3. Data Collection and techniques used: To collect primary data on loyalty

parameters a questionnaire was prepared and administered using simple
random sampling method. The primary data were collected from 100
customers who are visiting the TVS motor company for buying the AL
products. The statistical tools used in this study are ANOVA single factor and
Regression to analyse the customer loyalty towards the AL products. The
coronach alpha is 0.843 which is considered good depicting the internal
consistency of the questionnaire.
4. Analysis and Discussion: The table no.1 shows the age, marital status, place
of living, educational qualification, occupation, individual income and gender
of the respondents. In this 100% of the respondents are male gender. Nearly
16

30% of the respondents lie between the age group of 51 years above and
another 30% of the respondents lie between the groups 21 to 30 years. The
minor age group (15%) lies between 31 to 40 years. The married respondents
are nearly 65%.The International Journal of Pure and Applied Mathematics
Special Issue respondents those staying single is 25%. Then 55% of the
respondents are from urban region, then 40% from semi urban region and 5%
from rural region. The involvement of urban region people is more than semi-
urban and rural people. 75% of the respondents are doing self-business and
25% of the respondents are the contractors. 40% of respondents have done
UG and 35% have done up-to higher secondary. This shows that the
respondents have the knowledge in their field. 15% of the respondents get the
income that lies between 7 to 10 and 25% of the respondents getting the
income between 5 to 7 lakhs, another 25% of the respondents getting income
between 3 to 5 lakhs and 5% of them getting income up-to 3 lakhs. The
income of the respondents plays another important role in loyalty towards the
company. The business of the respondents prospers when they reinvest their
income in their business
OBJECTIVE OF THE STUDY
To study and understand the key service parameters using Customer Satisfaction
and reflect upon the low performing areas:
 To study about the customer satisfaction on the services provided by the

dealers.
 To study the opinion of the owners of trucks regarding its features like
mileage, price etc.
 To study the effect of advertisement on the customers to promote the product.
 To study the customer satisfaction with usage of their products.
17

 To study the information resources that the customer using before purchasing
the bus.
SCOPE OF THE STUDY
 The research measures the experiences of customers.

 Defines and analyses the experiences based on key deliverables.
 Gains insights into Customer expectations.
LIMITATIONS
The study is restricted in scope of owing to the following limitations:
 Due to constraint of time only city of Bangalore is selected and so it cannot

claim to be a comprehensive study of the population.
 The sample size is restricted to 60 respondents.
RESEARCH METHODOLOGY
Preliminary stage of study- a pilot survey, personal interview of sales

consultants, potential customers and existing consumer numbering 20 was conducted
to arrive at key deliverables which would ensure customer satisfaction. The research
tool (questionnaire) was designed by inducing the various queries, based on the key
deliverables, which would reflect the customer satisfaction.
The research was based on a study of a sample, sized 100, using simple random
sample selected from the existing database of Ashok Leyland. The research included
collection of data from the primary sources using the research tool (questionnaire).
Final stage was to analyse, interpret and draw conclusions from the data collected.
18

Date Sources:
Primary Data:
The data is collected directly from each and every customer.
Survey Research:
The research was done to learn about people’s preferences and satisfaction of
the Ashok Leyland customer.
Research Tool:
Questionnaire (primary tool- attachment 1)
Interview through questionnaire method was employed for the research

purpose. The questionnaires were individually administered to each customer to
ensure minimum scope for faulty data entry and error of understanding. This method
also gave the interviewer the scope of entering into a dialogue and understanding the
customer’s perception better.
The questionnaire tried to capture the responses of the customers mainly on

the key deliverables, derived from the pilot survey conducted, and a few questions
have been included to gauge the level of satisfaction and to gain insight into customer
expectations.
Unstructured interview
The interview complemented the primary research tool and helped deliver
into details of responses provided by the customers. This not only validated the
responses of the customers but also helped the interviewer understand the
expectations of the customers
19

Sampling Unit:
In this study the sampling unit used is the existing customer base of Ashok
Leyland. Selection is made from the list of Customers during the last one year.
Sampling Size: Sample size was chosen to be 60.
Sampling Procedure: Simple Random Sampling.
In simple random sampling, each member of the target population has the
same chance of being selected for participation in the study. For a sample to truly be
a simple random sample we need to develop a list or sampling frame that includes
almost all of the population, then from this we randomly pull names from the
sampling frame using some kind of random method such as a random number table
or a random number generator. Finally, numbers are assigned to all members of the
population and pull the names of those members whose numbers are pulled from the
table or generator.
The biggest advantage to a simple random sample is that we get a pretty good
unbiased sample fairly easily. The biggest downside is that we may not get all
elements of the population that are of interest.
20

COMPANY
PROFILE
21

CHAPTER 4
COMPANY PROFILE
INDUSTRY OVERVIEW:
Ashok Leyland, flagship of the Hinduja group, is the 2nd largest manufacturer of
commercial vehicles in India, the 3rd largest manufacturer of buses in the world, and
the 10th largest manufacturers of trucks. Headquartered in Chennai, 9 manufacturing
plants gives an international footprint - 7 in India, a bus manufacturing facility in Ras
Al Khaimah (UAE), one at Leeds, United Kingdom and a joint venture with the A-
teams Group for the manufacture of high-press die-casting extruded aluminum
components for the automotive and telecommunications sectors, Ashok Leyland has
a well-diversified portfolio across the automobile industry. Ashok Leyland has
recently been ranked as 34th best brand in India.
22

A US $ 2.30 billion company, and a footprint that extends across 50

countries, we are one of the most fully-integrated manufacturing companies this side
of the globe. Ashok Leyland has a product range from 1T GVW (Gross Vehicle
Weight) to 55T GTW (Gross Trailer Weight) in trucks, 9 to 80 seater buses, vehicles
for defense and special applications, and diesel engines for industrial, genset and
marine applications. Ashok Leyland launched India’s first electric bus and Euro 6
compliant truck in 2016.Over 70 million passengers use Ashok Leyland buses to get
to their destinations every day and our trucks keep the wheels of the economy
moving. With the largest fleet of logistics vehicles deployed in the Indian Army and
significant partnerships with armed forces across the globe, Ashok Leyland helps
keep borders secure.
Pioneers in the Commercial Vehicle (CV) space, many product concepts have
become industry benchmarks and norms. Ashok Leyland has ISO/TS 16949
Corporate Certification and is also the first CV manufacturer in India to receive the
OBD-II (on board diagnostic) certification for BS IV-compliant commercial vehicle
engines, SCR (selective catalytic reduction), iEGR (intelligent exhaust gas
recirculation) and CNG technologies. We are the first truck and bus manufacturer
outside of Japan to win the Deming prize for our Pantnagar plant in 2016 and the
Hosur Unit II being awarded the Deming Prize in 2017. Driven by innovative
products suitable for a wide range of applications and an excellent understanding of
the customers and local market conditions, Ashok Leyland has been at the fore-front
of the commercial vehicle industry for decades.
The Company’s wide-spread customer base is served through an all-India

sales and service network, supplemented by close to 3000 touch points. A global
network of over 550 touches points that facilitate on-road service for millions of
vehicles. With technology-enabled customer engagement processes and knowledge
on the specific applications of the product range, Ashok Leyland sales team are well
equipped to fulfill customer’s needs. Ashok Leyland manages driver training
institutes across India and has trained over 8, 00,000 drivers since inception. On-site
23

service training for technicians are provided by Ashok Leyland’s service training
institutes located in 9 locations across India.
People, Planet and Profit for all stakeholders especially our customers is at the
core of Ashok Leyland which resonates with our Philosophy of ‘AAPKI JEET,
HAMARI JEET’.
HISTORY:
1948: Birth Of Ashok Motors Founded by Raghunandan Saran, Ashok Motors was
set up in collaboration with Austin Motor Company, England and incorporated on
September 7th for the assembly of Austin cars.
1949: The First A40 Assembled Production began in September at the factory
situated at Encore, north of Madras, and soon the first indigenously assembled A40
Austin car was rolled out.
1950: Ashok Motors and Leyland, UK agree to collaborate An agreement was

reached between the two companies and Ashok Motors got sole rights to import,
assemble and progressively manufacture Leyland trucks for seven years.
1951: Assembly of Leyland chassis commences The first Leyland chassis

assembled by Ashok Motors at Ennore were four Comet 350-engines tippers sold to
the Mangalore Tile Factory.
1954: Government approval for manufacture of commercial vehicles
The Government approved the progressive manufacture of Leyland commercial

vehicles and a license for the manufacture of 1,000 Comets a year was granted.
1955: Ashok Motors becomes Ashok Leyland Named after Raghunandan’s son,
Ashok, the company was renamed ‘Ashok Leyland’ with equity participation from
Leyland Motors, Ltd.
24

1967: India’s first double-decker arrives ‘Titan’ - The first Indian-made double-
decker with 50% indigenous components was launched.
1969: A revolution in steering For the first time, power steering was featured on
commercial vehicles.
1970: A specially designed vehicle for the Indian Army
1,000 numbers of the 6x4 ‘Hippo’ Tipper was designed and delivered to the Indian
Army based on its specific requirements.
1972: Production target upped to 10,000 vehicles a year The license to

manufacture 10,000 vehicles a year was granted
1974: Turnover tops Rs. 1,000 million Ashok Leyland’s turnover for the first time
crossed Rs. 1,000 million
1976: The Viking appear The ‘Viking’, the first ever bus with an alternator and a
unique front overhang that facilitated front entry hit the Indian roads
1978: A Cheetah bounds into the frame India’s first rear-engine bus – ‘Cheetah’
was introduced with mixed reactions from drivers. While it cut off much of the heat,
their complaint was that they “could not hear the engine!”
1980: Hosur plant starts operation The Company’s second plant – Hosur 1 – was
inaugurated by M. G. Ramachandran, the then Chief Minister of Tamil Nadu.
1980: Two major new truck introductions India’s first 13-ton truck – ‘Tusker’
with a 125 hp engine was launched followed by the country’s first multi-axle truck –
‘Taurus’.
1982: India’s first Vestibule bus introduce India’s first vestibule or the articulated
bus was introduced ushering in a whole new concept in urban travel.
25

1982: Manufacturing footprint expands northwards Two new manufacturing

facilities at Bhandara (Maharashtra) and Alwar (Rajasthan) were inaugurated in
March and August respectively.
1990: Technical Centre ready The Company’s Technical Centre at

Vellivoyalchavadi, on the outskirts of Madras was ready equipped with much-needed
testing tracks.
1993: First Indian auto company to receive ISO 9002 certification This was
followed two years later with the ISO 9001 Certification.
1995: First driver training facility set up The most comprehensive driver training
facility in India’s private sector was set up at Namakkal, right in the heart of Tamil
Nadu’s trucking community.
1996: Hosur Plant II inaugurated The second plant at Hosur was inaugurated by
the then Prime Minister, Deve Gowda, in December.
1997: The Stallion rides for the Indian Army The Stallion, an all-terrain logistic
vehicle, were inducted into the Indian Army.
1997: India’s first CNG bus launched As a major step in developing alternate fuel
for mass transportation, India’s first CNG-powered bus was handed over to the BEST
(Brihan Mumbai Electricity Supply and Transport), Mumbai
2002: Another innovation in alternate fuel technology The country’s first Hybrid
Electric Vehicle was developed and showcased at Auto Expo 2002.
2005: First Indian auto company to receive BS 7799 certification For Information
Security Management System
2005: A Stag crosses the border When the Srinagar – Muzzafarabad road route was
open for traffic, the first vehicle to cross from the Indian side was a Stag bus, flagged
off by Prime Minister Dr. Manmohan Singh and UPA Chairperson, Mrs. Sonia
Gandhi.
26

2006: Acquisition of AVIA The truck business of Czech Republic-based AVIA

came into the Company’s fold
2006: Agreement inked with Ras Al Khaimah Investment Authority For the
setting up of a bus assembly plant in the UAE, which was later inaugurated by
Highness Sheikh Saud Bin Al Qasimi, Supreme Council Member and Ruler of Ras
Al Khaimah in 2010.
2007: Joint venture with Continental AG, Germany the JV was with then Siemens
VDO, for the development of automotive Infotronics.
2007: Carrying the dreams of a nation An Ashok Leyland double decker bus
carried the victorious World T20 cricket team, under the leadership of M S Dhoni, on
their lap of honour through the streets of Mumbai.
2007: Joint Venture with the Alteams Group, Finland For the production of
HPDC (High Pressure Die Casting) extruded aluminum components
2008: Joint Venture inked with John Deere, USA For the manufacture of
construction equipment products.
2008: Albonair, GmbH established for the development of clean and green
technologies.
2010: India’s first Hybrid CNG Plug-in Bus Showcased at Auto Expo 2010 and
later did service during the Commonwealth Games moving VIPs and media at
Pragati Maidan, New Delhi.
2010: Pantnagar plant inaugurated
The Company’s modern, technologically world-class and largest plant went on

stream with a capacity to touch 75,000 vehicles.
2010: The U-Truck platform launchThe new, future-ready U-Truck platform

entered the market with the promise of a holistically superior level of trucking.
27

2010: Stake in Optare plc. As part of its global bus strategy, the Company bought
26% stake in Optare plc, a well-known bus maker in the UK. Subsequently, the stake
was increased to 75.1% in January, 2012.
2011: A full range player with DOST Entry into the LCV segment.
2011: Enters the construction equipment space October 2011 saw the launch of a
new brand – LEYLAND DEERE – and the unveil of the first product from the Ashok
Leyland – John Deere joint venture – the 435 Backhoe Loader.
2012: Jan Bus World’s first single step entry, front engine, fully flat floor bus
unveiled by Union Minister Shri Kamal Nath
*2012: U-3723 Introduced India’s first 37-tonne haulage truck with the highest
payload of up to 27 tones
*2013: Neptune Engine Launched the future-ready electronic fuel efficient Engine
with CRS with is protected up to BS-VI.
*2013: BOSS launched the next generation intermediate commercial vehicle.
*2014: CAPTAIN CAPTAIN Truck series launched
*2014: MiTR Bus Launched MiTR - a new age LCV bus, ergonomically designed to
offer superior comfort and utility to passengers & drivers. MiTR offers class-leading
comfort with parabolic suspension in front & rear- an industry-first. It is powered by
advanced ZD30 Common Rail diesel engine that ensures superior fuel-efficiency.
*2014: Partner Truck Launched the next generation LCV Truck–Partner powered
by advanced ZD30 Common Rail diesel engine that ensures superior fuel-efficiency
and better turnaround time. India’s first air-conditioned LCV goods vehicle which
features modern Euro cab with spacious car-like interiors and offers global levels of
performance and efficiency.
*2015: Zero Emission Electric Bus Launch of the Zero Emission Electric Bus
28

*2016: First Deming Prize the Pantnagar plant won the prestigious Deming prize
2016: Sunshine Bus launched
*2016: Guru and Partner Guru and Partner launched
*2016: Circuit Circuit Electric Bus launched
*2017: Second Deming Prize Hosur II plant won a Deming prize
*2017: iEGR Launch of iEGR technology
*2017: Dost+ Dost+ launched
*2017: Captain Haulage Captain Haulage launched
*2017: 3718+ 3718+ truck launched
*2018: Ashok Leyland turned 70 we celebrated 70 stupendous years of Enhancing

Lives through mobility
*2018: Circuit S We introduced the Circuit S Electric Bus with battery swapping
technology
*2018: eN-Dhan we launched eN-Dhan fuel card in association with HPCL
*2018: Innoline we presented world’s first BS4 Engine driven by an Inline Fuel
Pump. Designed in India, made for the World
*2018: AL Select we launched AL Select a customer loyalty program to strengthen

our bond with key customers
*2019: Guru 1010, Boss 1616 and Boss 1916 we launched Guru 1010, Boss 1616
and Boss 1916 to strengthen our ICV and MDV range
*2019: Oyster Bus We launched our roll over compliant, high capacity AC Midi
Oyster Bus at Prawaas 2019
29

*2019: BS VI Certification for the Full Range We became the first OEM to receive
BS VI certification for the full range of heavy duty trucks
*2019: Showcased BS VI Mid-NOx Technology The world got a glimpse of our

future ready engines with BS VI Mid-NOx Technology
*2020: Launched AVTR Modular Trucks We launched the first of its kind
Modular Trucks, AVTR with i-Gen6 BS-VI technology. AVTR offers multiple
options of axle configurations, loading spans, cabins, suspensions and drivetrains on
a single platform for the entire range of rigid trucks, Tippers and Tractors in the
18.5T to 55T category
JOINT VENTURE:
Ashley AL teams is a JV with the A-teams Group, Finland, and is in the

business of producing High Pressure Die Casting (HPDC) aluminum components
pre-dominantly for telecommunications and automotive sectors.
SUBSIDIARIES
 ALBONAIR GMBH - Albonair GmbH was established with a vision of

being a complete solution provider for reducing automotive emissions and
has, in the short period since inception, developed the complete solution for
Selective Catalytic Reduction (SCR) and Urea Dosing System (UDS)
conforming to Euro 4, 5 and 6 emission standards for commercial as well as
passenger vehicles.
 Global TVS Bus Body Buidlers Limited - Global TVS is a joint venture
between Ashok Leyland Limited and T V Sundram Iyengar & Sons Private
Limited. The Company’s manufacturing facility is located in Viralimalai,
Trichy. The facility has three production lines with a capacity to manufacture
150 buses per month. Global TVS is certified for ISO 9001:2008 by Bureau
Veritas for design, fabrication, sales and service of bus body building on
30

customer chassis and has AIS 052 bus code

Global TVS currently caters to export orders for the Middle East and Africa
and orders from State Transport Units as per the JNNURM scheme via Ashok
Leyland. Global TVS also sells all-steel buses built on Ashok Leyland chassis
independently to private operators for institutional and staff bus segments.
The vision of Global TVS is to establish as the most preferred Indian brand in
bus body building in the Domestic, Gulf and African markets.
 Hinduja Leyland Finance Limited - Incorporated in November 2008,

Hinduja Leyland Finance Limited (HLFL), jointly promoted by Ashok
Leyland and the Hinduja Group, was formed to provide finance for the
purchase of vehicles or equipment. HLFL received the NBFC License in
March 2010 and have started operations with equity of Rs. 225 crores. The
strength of the Company lies in its core competence in fund-based lending for
a diversified portfolio of Commercial Vehicles, Cars, Construction
Equipment, Tractors and Used Vehicles and its network that covers 19 states
with over 275 locations.
 Hinduja Tech Limited - Hinduja Tech Limited incorporated in 2009, with

a focus to provide Engineering, Manufacturing, Information Technology
and Enterprise Services and Solutions for Automotive, Aerospace, Defense,
Industrial and General Manufacturing industries. Hinduja Tech Limited
serves top global companies including 18 of the Fortune Global 500
companies. It is led by a management team with global experience in
delivering high-end solutions in Engineering, ERP and IT services space. As
a business solution focused company, Hinduja Tech Limited has established
Centers of Excellence (CoE) to develop solutions to address key customer
31

business imperatives in the Engineering, Manufacturing and Enterprise

domains.
HINDUJA GROUP
The Hinduja Group is a multi-billion dollar, transnational

conglomerate. The Group was founded by Shri P.D. Hinduja in 1914
whose credo was "My duty is to work so that I can give."
The Group's activities span across three core areas: Investment

Banking, International Trading and Global Investments. It also
supports charitable and philanthropic activities across the world
through the Hinduja Foundation. As part of its Global investments, the
Group owns businesses in Automotive, Information Technology,
Media, Entertainment & Communications, Banking & Finance
Services, Infrastructure Project Development, Oil and Gas, Power,
Real Estate, Trading, and Healthcare.
With operations across 37 countries, the Group employs over 70,000

people worldwide.
COMMUNITY OVERVIEW:
Through various Corporate Social Responsibility (CSR)

initiatives we strive to improve the quality of the environment and life
at large. Our constant endeavor has been to make our vehicles
consume less, pollute less which is reflected in our developmental
work (often well ahead of legislation), eco-sensitive manufacturing
systems, processes, energy conservation measures and conscious
greening initiatives.
32

Considerable ground has been covered in spreading HIV/AIDS

awareness, medical and blood donation, driver training, safety on the
highways and setting up and hand-holding women self-groups to be
economically self-dependent. Employee volunteerism is encouraged
and recognized. The Group's activities span across three core areas:
Investment Banking, International Trading and Global Investments. It
also supports charitable and philanthropic activities across the world
through the Hinduja Foundation. As part of its Global investments, the
Group owns businesses in Automotive, Information Technology,
Media, Entertainment & Communications, Banking & Finance
Services, Infrastructure Project Development, Oil and Gas, Power,
Real Estate, Trading, and Healthcare. With operations across 37
countries, the Group employs over 70,000 people worldwide.
33

COMPANY PROFILE
PROFILE OF ASHOK LEYLAND MOTORS
Year of Establishment: - 1998
Board of Directors: - Venkata Sathya Subramanyagupta
Number of Employees: - The total number of employees is 35
MISSION - To create an automobile products which is affordable

for Indian citizens & to provide employment opportunities for the
people.
VISION – To be a well-equipped ranker in the automobile

industry within 2026
Achievements:-
 ON ACHIEVEMENT OF DOST+ TARGETS (APR-SEP) – 2008-09

 ISO-TS 16949 QUALITY MANAGEMENT SYSTEM
CERTIFICATION FOR ASHOK LEYLAND
 NO 1 MILES AND SMILES ENROLLMENT 2011-12
 COMPLETION OF WORKSHOP AUTOMATION DURING 2008-
09
34

ORGANISATION STRUCTURE MARKETING DEPARTMENT
PROPRIETOR
ADMINISTRATOR
RECEPTION
SALES MANAGER
COUNTER HYPOTHECATION
EXECUTIVE EXECUTIVE
35

ACCOUNT DEPARTMENT:
ACCOUNTS ASSISTANT
CASHIER
MANAGER MANAGER
DELIVERY SECTION:
RTO
PREDELIVERY
INSURANCE
INSTRUCTOR
SECURITY
36

SERVICE DEPARTMENT
RECEPTION
SUPERVISOR
MECHANIC
HELPERS
DELIVERY
BODY
37

PRODUCTS OF ASHOK LEYLAND:
TRUCKS: ICV DISTRIBUTION
ECOMET 1015 HE
The new 10-ton ecomet is engineered to carry heavy loads with ease, to lower
maintenance cost and to giver higher savings per trip. For decades, Ashok Leyland
has sharpened its ICV offering to create the most practical, most utilitarian vehicle in
the commercial vehicle business – the truck that carries more – the Ecomet. The new
ecomet is best suited for applications like Parcel and logistics, market load, fruits /
vegetables, food grains, white goods, auto parts and industrial goods.
38

BOSS 1115 HB
The Boss 1115 HB is equipped with an even more powerful engine, an

overdrive gearbox and best-in-class turning radius. Your 11-ton Boss delivers on
time, every time. A marvel of aesthetic engineering, combining form and function to
create the ultimate ICV. The perfect balance between payload and performance, the
Boss 1115 HB specially designed for higher payloads and is the ideal fit for
applications parcel and logistics, e-commerce, fruits / vegetables, poultry, white
goods, FMCG, auto parts, industrial goods beverages.
ECOMET 1015 TIPPER
39

The most utilitarian ICV in the business for one of the fastest growing
commercial vehicle segments - ecomet, a ‘Tipper that Carries More’. In the ecomet
1015 Tipper, Ashok Leyland packages reliability, manoeuvrability and strength for a
host of challenging applications including Blue Metal, Construction, Sand/Earthwork
and Projects.
HAULAGE
The revolutionary industry first modular trucks from Ashok Leyland – take
your business to the next level. The modular platform is first of its kind in the Indian
CV industry with multiple options of axle configuration, loading spans, cabins,
suspensions, drivetrains on a single platform for range of Haulage Trucks, Tippers
and Tractors.
Modularity is an approach where the aggregates of a vehicle are divided into

smaller sub-aggregates based on functionality and geometry. These sub-aggregates
are called modules and have standardized interfaces. This helps in maintaining
interchange ability and reducing number of parts.
The aggregates have also been improved in this platform which will ensure higher
reliability and low maintenance cost. The modular range comes with range of cabin
options with improved safety and comfort features. The modular range can be
customized to individual customer’s needs - load, terrain, application and operational
40

requirements. The Modular platform will deliver higher performance and

productivity and will improve Total Cost of Ownership (TCO).
TIPPER
Modularity is an approach where the aggregates of a vehicle are divided into

smaller sub-aggregates based on functionality and geometry. These sub-aggregates
are called modules and have standardized interfaces. This helps in maintaining
interchange ability and reducing number of parts.
The aggregates have also been improved in this platform which will ensure
higher reliability and low maintenance cost. The modular range comes with range of
41

cabin options with improved safety and comfort features. The modular range can be
customized to individual customer’s needs - load, terrain, application and operational
requirements. The Modular platform will deliver higher performance and
productivity and will improve Total Cost of Ownership (TCO).
BUSES:
Tested by Time, Trusted by You
True to its tag line “Tested by Time”, Viking has indeed passed through all
the phases of emission journey and is now available in BSVI version, still standing
by its values of proven performance, reliability and ease of maintenance. Over the
42

decades, this product has evolved to be the perfect profit churner, satisfying the needs
of customers across application with its versatile features and options.
The lower noise levels of drive line, AC option and variety of seating
suspension options will indeed provide a comfortable and relaxing travel for the staff
while traveling to work. This product, like always, will surpass to meet the cost
effective operational needs of the operators.
LIGHT VEHICLES
Ashok Leyland understands that the economic stability of a country depends

on the safe and timely transportation of goods, and builds vehicles that facilitate it.
DOST, one of Ashok Leyland’s award winning light commercial vehicles now comes
with i-GEN6 technology which is an ideal vehicle to ensure the last mile
transportation of goods loaded off bigger trucks, into congested city lanes, and
through tough terrains, to even the remotest parts of the country. The car-like ease
and fuel efficiency of DOST makes it a convenient option to navigate through
smaller lanes, ensuring door-step delivery of goods to the consumer
Be it for intra-city goods transportation, or for making collections or

deliveries across rural areas, the Partner is up for almost any job, on any terrain. With
an understanding of the nuances of Indian roads, the transportations needs of the
people and newly introduced emission standards, the Partner is built to be a reliable
43

vehicle with potential only surpassed by its functionality with new i-Gen BS6
Technology. Ashok Leyland‘s ‘Partner’ series is available in both 4 tyre and 6 Tyre
with a modern cabin, impressive built quality, fuel-efficient engine and with best in
class service intervals with warranty of 3 Years or 3 Lakh Km,the vehicle delivers
best-in-class user experience, coupled with exceptional efficiency.
SERVICES:
Higher down time, inefficiencies in the system and higher maintenance costs can
cripple day-to-day operations. Standard service network and policies have therefore
become part of basic hygiene for vehicular maintenance. However, in a relentlessly
demanding business, a customer needs more than policy. He’s looking for a promise.
Our service network and offerings revolve around powering your success. This is
why they are designed to ensure highest up time and total continuity in business–no
break, no interruption–and when there is a break, the quickest possible turnaround at
the lowest possible cost.
Ashok Leyland brings together comprehensive coverage, proactive service and rapid
response in a wide gamut of services that include everything our stakeholders might
require–from reliable Annual Maintenance Contracts to user-friendly insurance,
intuitive maintenance programmes and the latest technology innovations in
Telematics.
44

DATA ANALYSIS
AND
INTERPRETATION
45

1. Table showing the Age group
A) 25-35 b) 35-45 c) 45-55 d) 55 and above
Percentage
Age Group No. of People
40%
25-35 22
30%
35-45 17
20%
45-55 13
10%
55 and above 8
100
Total 60
Analysis:
From the above table shows that the respondents of the age group of years above 55
i.e. 8, the next group is 45-55 years i.e.13, the remaining age groups are 35-45 and
25-35 years having 17 and 22 respectively.
46

1. *GRAPH 1 showing the Age group
AGE GROUP
25
20
15 No. of People
10
0
25-35 35-45 45-55 55 and above
Interpretation:
From the above graph it shows the high number of respondents is from the age group
of 25-35 and considering lowest respondents are from the age group of 55 and above
category.
47

2. Table showing the Purpose of the company

a) Goods transport b)Travel c)Business d)others
Percentage
Purpose No. of People
Goods Transport 25
40%
30%
Travel 12
20%
Business 15
10%
Others 8
100
Total 60
Analysis:
From the above table shows that the respondents of the purpose of using the Ashok
Leyland vehicles for goods transport i.e.25, for travel i.e.12, for Business i.e.15 and
others are 8.
48

GRAPH 2 showing the Purpose of the company
PURPOSE
30
25
20
No. of People
15
10
0
Goods Transport Travel Business Others
Interpretation:
From the above graph it shows that Ashok Leyland products are highly used for
Goods transport and second for Business purpose and then goes for traveling and
others.
49

3. Table showing which model of Ashok Leyland vehicle do you own?
a)Dost+ b)Partner c)MITR d)Others
Brand No. of People Percentage
Dost+ 20 40%
Partner 20 30%
MITR 10 20%
others 10 10%
Total 60 100
Analysis:
The following graph shows the number of cars in the total of 60 persons Dost+is
owned by 20 people, and Partner owned by 20 and MITR owned by 10 people others
by 10 people.
50

*GRAPH 3 showing which model of Ashok Leyland vehicle do you own?
BRAND
others
MITR
No. of People
Partner
Dost+
0 5 10 15 20 25
Interpretation:
From the above graph it shows that there is same number of users for brand Dost+
and Partner and less users representing same number of users for MITR and others.
51

4. Table showing which feature is the best one in Ashok Leyland Vehicle?
a) Price b) Style c) Mileage d) Quality e) Mileage &Quality e) Mileage & Style

Feature
Feature No. of People Percentage

Mileage 10 16%
Price 13 22%
Brand 15 28%
Style 5 8%
Mileage and Brand 11 19%
Mileage and Style 6 7%
Total 60 100
Analysis:
The following graph shows the number of what features you consider while you
purchase in the total persons Mileage by 10 and Price by 13 and Brand by 15, Style
by 5, Mileage and Brand by 11, and Mileage and Style by 6.
52

GRAPH 4 showing which feature is the best one in Ashok Leyland Vehicle?
FEATURES
Mileage and
Style
Mileage and
Brand
Style
No. of People
Brand
Price
Mileage
0 2 4 6 8 10 12 14 16
Interpretation:
The above graph denotes that high number of respondents like the brand and next
price feature and in combo’s mileage and brand is high, whereas the style feature has
less number of respondents.
53

5. Table showing how do you feel when they drive Ashok Leyland Vehicles?
a) Best b) Better c) Good d) Poor
Percentage
Rank No. of People
40%
Best 13
30%
Better 20
20%
Good 16
10%
Poor 11
100
TOTAL 60
Analysis:
From the above table shows that the respondents the experience, while driving Ashok
Leyland Vehicles is good i.e. 16, the next group is better i.e.20, the remaining people
who feel good is 16 and others who feel poor experience are 11 respectively.
54

GRAPH 5 showing how do you feel when they drive Ashok Leyland Vehicles?
RANK
Poor
Good
No. of People
Better
Best
0 5 10 15 20 25
Interpretation:
The above graph represents that most of the respondents have better opinion
comparing to the others Good holds the second position and Best in third and next for
poor.
55

6. Table showing that are you satisfied with your vehicle mileage?
a) Yes b) No
Percentage
Vehicle Mileage No. of People
75%
Yes 43
25%
No 17
100
TOTAL 60
Analysis:
On considering to the graph 1.4 respondents were more likely to the mileage feature
than any other, on analysing their response 43 were satisfied and 17 were not
satisfied
56

*GRAPH 6 showing that are you satisfied with your vehicle mileage?
VEHICLE MILEAGE
28%
Yes
No
72%
Interpretation:-
The following table shows the number of people who satisfied with mileage of the
vehicle in the total respondents’ response given by persons Yes by 71 and No by 29.
57

7. Table showing that will you recommend Ashok Leyland product to anybody?
a) Yes b) No
Percentage
Recommendation No. of People
80%
Yes 45
20%
No 15
100
TOTAL 60
Analysis:
The following graph shows the number of people who recommend Ashok Leyland
products in the total persons yes by 45 and No by 15.
58

*GRAPH 7 showing that will you recommend Ashok Leyland product to

anybody?
No. of People
25%
Yes
No
75%
Interpretation:-
The above graph interprets that 75% of the respondents recommend others to buy
Ashok Leyland products and other 25% doesn’t recommend others to buy Ashok
Leyland Products.
59

8. Table showing what do you think about Ashok Leyland customer service?
a) Excellent b) Good c) Better d) Poor Rank
Rank No. of People

Percentage
Excellent 23
40%
Good 17
30%
Better 16
20%
Poor 4
10%
Total 60
100
Analysis:
From the above table shows that the respondents of the people about Ashok Leyland
service is excellent i.e.23, the next group is good i.e.17, the remaining people who
feel better is 16 and others who feel poor experience are 4 respectively
60

*GRAPH 8- showing what do you think about Ashok Leyland customer service?
CUSTOMER SERVICE
Poor
Better
No. of People
Good
Excellent
0 5 10 15 20 25
Interpretation:-
The above graph represents that more number of respondents have excellent feeling
on the service only 4 have poor response for the service provided.
61

9. Table showing that how do you feel about company’s response towards
customers?
a) Excellent b) Good c) Better d) Poor Source
Percentage
Rank No. of People
40%
Excellent 20
30%
Good 16
20%
Better 14
10%
Poor 10
100
total 60
Analysis:
The following graph shows the number of response of customers towards the
products from the total number of 60 people good are good 16, Excellent 20, better
14 and poor are 10.
62

*GRAPH 9 showing that how do you feel about company’s response towards
customers?
RESPONSE TOWARDS CUSTOMERS
Poor
Better
No. of People
Good
Excellent
0 5 10 15 20 25
Interpretation:-
From the above table it shows that more number of respondents has excellent feeling
on the service only 10 have poor response for the service given by the company.
63

10. Table showing that did you receive the product on delivery time?
a) Yes b) No
Percentage
Delivery Time No. of People
85%
Yes 48
15%
No 12
100
Total 60
Analysis:
The following graph shows the number of customers who receive the product on
delivery time is yes by 48 customers and no by 12 customers.
64

*GRAPH 10 showing that did you receive the product on delivery time?
DELIVERY TIME
20%
Yes
No
80%
Interpretation:-
This table represents that 80% of the respondents got their delivery on time and other
20% was delayed due to some minor problems such as delivery distance,
documentations etc.,
65

11. Table showing that are you satisfied companies after sales service?
a) Satisfied b) Not satisfied
Percentage
After sales service No. of People
88%
Satisfied 51
12%
Not Satisfied 9
100
Total 60
Analysis
The number of customers who satisfy/not satisfied with the after sales service of the
company from a number of 100 customers is satisfied 51 and not satisfied 9.
66

GRAPH 11 showing that are you satisfied companies after sales service?
AFTER SALE SERVICE

15%
Satisfied
Not Satisfied
85%
Interpretation:-
From this table 85% of the respondents are satisfied with the service provided after
the sale and the other 15% was not satisfied for not providing service as promised
and for not timely service.
67

12. Table showing that how do you feel the experience at the showroom?
a) Excellent b) Good c) Satisfactory d) Poor
Percentage
Rank No. of People
40%
Excellent 18
30%
Good 16
20%
Satisfactory 15
10%
Poor 11
100
Total 60
Analysis:
The following graph shows the consumer’s experience at show room the number of
customers who feel satisfy is 15 and who feels good is 16.and 18 of the customers
feels excellent and 11 of the customers feels poor at show room experience
68

GRAPH 12 showing that how do you feel the experience at the showroom?
EXPERIENCE IN SHOWROOM
Poor
Satisfactory
No. of People
Good
Excellent
0 2 4 6 8 10 12 14 16 18 20
Interpretation:
This chart depicts that there is similar review by respondents, highest of the
respondents have excellent feeling and second the good and later satisfactory and less
poor response.
69

13. Table showing that were you offered test drive?
a) Yes b) No
Percentage
Test Drive No. of People
90%
Yes 53
10%
No 7
100
Total 60
Analysis:
The following table shows the number of customers who were offered test drive for
the product is yes by 93 customers and no by 7 customers.
70

GRAPH 13 - showing that were you offered test drive?
TEST DRIVE
7%
Yes
No
93%
Interpretation:-
The above graph depicts that 93% of respondents were provided for the test drive and
7% were not provided due to the out stock of the products.
71

14. Table showing that are you satisfied with their usage of the Ashok Leyland
products?
a) Fully satisfied b) Just satisfied c) Not satisfied
Percentage
Customer Response No. of People
60%
Fully Satisfied 42
20%
Just Satisfied 12
10%
Not Satisfied 6
100
Total 60
Analysis:
The following table shows that the respondents who satisfied with dealer’s
performance is better 81, good 15 and Poor is 4.
72

*GRAPH 14 - showing that are you satisfied with their usage of the Ashok
Leyland products?
CUSTOMER RESPONSE
Not Satisfied
No. of People
Just Satisfied
Fully Satisfied
0 10 20 30 40 50 60
Interpretation:-
From the above graph it shows high number of respondents are fully satisfied with
the usage of the bikes on providing the features as they perceived.
73

15. Table showing that do you repeat purchase of Ashok Leyland?
a) Probably b) Definitely c) Definitely not d) Might
Percentage
Rank No. of People
40%
Probably 40
30%
Definitely 12
20%
Definitely Not 5
10%
Might 3
100
Total 60
Analysis:
The following table shows that 65% of the customers are probably repeat purchase,
14% of the customers might have repeats the purchase,16% of the customers
definitely repeats the purchase and 5% of the customers definitely not purchase the
Ashok Leyland.
74

GRAPH 15 - showing that do you repeat purchase of Ashok Leyland?
No. of People
45
40
35
30
25 No. of People
20
15
10
5
0
Probably Definitely Definitely Not Might
Interpretation:
On considering this chart it depicts that there is a high chance of repurchase of the
TVS bikes in future only few have low response due to certain reasons on clearing
those respondents may turn to repurchase the Ashok Leyland products.
75

FINDINGS
AND
SUGGESTIONS
76

CHAPTER 6
FINDINGS
AND
SUGGESTIONS
FINDINGS
 Ashok Leyland enjoys a high patronage from its customers.

 Most of the customers had a good experience of shopping at Ashok Leyland
Motors.
 The satisfaction levels can also be measured with the level of
recommendations to friends and associates; It is evident that more than 80%
customers are satisfied with the service offered at Ashok leyland Motors.
 The probability that the customers would repeat that purchase at the same
showroom is high, which is a good sign.
 The sale satisfaction index of Ashok Leyland Motors showroom is 8.4 on
scale of ten, which is exceptionally good, the showroom should persist on
high levels of commitment to maintain the good image it has created.
 In the interview it was found that the customers are happy about the services
offered by the showroom.
 It has been observed that 25% of customers have reported a slack in the
delivery process. This is the only area of concern that has emerged from the
city.
77

SUGGESTIONS
The overall sales satisfaction index from the study reveals that the company is
performing very well and Consumers are much satisfied with the service given to
them. The only couple problem noticed are:
 Some of the customers have complained about the slack in the delivery
process and timings. Therefore, this is the area which I recommend to the
showroom to focus a little bit more. It needs to improve its delivery process
and time. Need to become little quick and fast.
 Most of the customer has good opinion on the service provided in the
showroom before sale, on upgrading the interior of the showroom the rank of
showroom may raise to excellent level.
 Some of the customers have also complained about the after purchase services
provided by the showroom. Even though the complaints are minor, the
showroom needs to resolve the customer after purchase service issues in order
to achieve customer satisfaction.
78

CONCLUSION
The customers do the repurchase activities with the same company because they
believe in the company and its products. This activity builds the strong relationship
between the customer and the company. So the frequent visit done by the customers
towards the company constitute loyalty towards the company. It is concluded that
there is a strong relationship between age, occupation and income of the respondents
to the overall satisfaction level of customer towards the Ashok Leyland products.
They get satisfied with their products and service offered by the company. This
creates the loyalty among the customers towards the company. So the factors like
brand image, satisfaction, quality, economic value that builds the loyalty among
customers
79

QUESTIONNAIRE CUSTOMER SATISFACTION INDEX Details:
Vehicle No: _____________________________________________
Model: _________________________________________________
Customer Name: _________________________________________
Telephone No: ________________Mobile:____________________
Date: _______________Customer signature: _________________
1. Age group
a) 20-30 b) 30-40 c) 40-50 d) Above 50
2. Occupation?
a) Employee b) Business c) NRI d) Others
3. Which model of Ashok Leyland motors do you own?
a) Tippers b) Haulage c) Tractors d) ICV’s
4. Which feature is the best one in Ashok Leyland motors?
a) Price b) Style c) Mileage d) Quality e) Mileage &Quality f) Mileage & Style
80

5. How do you feel when you drive Ashok Leyland motors?
a) Good b) Better c) Best d) Poor
6. Are you satisfied with your vehicle mileage?
a) Yes b) No
7. Will you recommend Ashok Leyland product to anybody?
a) Yes b) No
8. What do you think about Ashok Leyland customer service?
a) Excellent b) Good c) Better d) Poor
9. How do you feel about company’s response towards customers?
a) Excellent b) Good c) Better d) Poor
10. Did you receive the product on delivery time?
a) Yes b) No
11. Are you satisfied company’s after sales service?
81

12. How do you feel the experience at the showroom?
13. Were you offered test drive?
a) Yes b) No
14. Are you satisfied with their usage of the motors?
a) Fully satisfied b) Just satisfied c) Not satisfied
15. Do you repeat purchase of Ashok LEYLAND MOTORS?
a) Probably b) Definitely c) Definitely not d) Might 16.
Please give your comments/suggestions to enable us to improve satisfaction of

customers at this Ashok Leyland authorized showroom ASHOK
LEYLANDMOTORS ___________________________________
________________________________________________________
THANK YOU FOR YOUR VALUABLE OPINIONS
ANNEXURES
82

BIBLIOGRAPHY
BOOKS:
Principles of marketing: KOTLER ARMSTRONG.
Marketing Management: PHILIP KOTLER. (Analysis, Planning Implementation and

Control)
Services Marketing: TATA Mc GRAW HILL.
Marketing Research: G.C.BERI.
Research Methodology: KOTHARI. C.R
WEBSITES:
www.ashokleyland.com
en.m.wikipedia.org
www.finalyearprojects.com
www.ashokaleyand.com
83

ANNEXURE
84

Gautham Project

Uploaded by

Document Information

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Gautham Project

Uploaded by

Copyright:

Available Formats

A Study on Consumer Perception of Ashok Leyland

KLE SOCIETY’S DEGREE COLLEGE, NAGARBHAVI

Transportation means the movement of people or goods from one place to

KLE SOCIETY’S DEGREE COLLEGE, NAGARBHAVI

economy of the country in the movement and distribution of goods and

SCENE OF AUTOMOBILE INDUSTRY IN INDIA

In order to know present attitude if customers towards four stroke

THE THEORETICAL BACKGROUND OF THE STUDY

KLE SOCIETY’S DEGREE COLLEGE, NAGARBHAVI

The term market refers to the group of consumers or organizations that is

The American marketing association has unveiled a new definition of marketing to

1. Identify Consumer Needs

KLE SOCIETY’S DEGREE COLLEGE, NAGARBHAVI

4. Standardization and Grading

Grading is the process of classification of products according to similar

5. Packing and Labelling

KLE SOCIETY’S DEGREE COLLEGE, NAGARBHAVI

7. Setting up Customer Support Services

KLE SOCIETY’S DEGREE COLLEGE, NAGARBHAVI

KLE SOCIETY’S DEGREE COLLEGE, NAGARBHAVI

According to Philip Kotler, “marketing management is the analysis, planning,

Marketing management involves

1. The setting of marketing and objectives.

NEED AND IMPORTANCE OF MARKETING RESEARCH

1. Identifying problem and opportunities in the market:

KLE SOCIETY’S DEGREE COLLEGE, NAGARBHAVI

2. Formulating market strategies:

3. Determining consumer needs and wants:

Marketing has become customer-centric. However, large-scale production needs

4. for effective communication mix:

In an era of micro-rather than mass-marketing, communication plays a vital role.

5. Improving selling activities:

Marketing research is used to analyses and evaluate performances of a company

KLE SOCIETY’S DEGREE COLLEGE, NAGARBHAVI

6. For sales forecasting:

8. To facilitate smooth introduction of new products:

9. Determine export potentials

The development in transport and communication has helped in globalization and

10. Managerial decision making

KLE SOCIETY’S DEGREE COLLEGE, NAGARBHAVI

KLE SOCIETY’S DEGREE COLLEGE, NAGARBHAVI

2. Schittekat et al. (2006)

3. The Swersey Ballard (1984)

4. NISSAR MOHAMED.S (MAY 2012) “

KLE SOCIETY’S DEGREE COLLEGE, NAGARBHAVI

The results also found that the customers wanted the Thai government to

KLE SOCIETY’S DEGREE COLLEGE, NAGARBHAVI

KLE SOCIETY’S DEGREE COLLEGE, NAGARBHAVI

INTRODUCTION ABOUT THE STUDY

A market survey is a research technique used to gather consumer preferences and

NEED FOR STUDY

Increasing competition, ever growing market, easy availability of the finances

KLE SOCIETY’S DEGREE COLLEGE, NAGARBHAVI

1. Statement of the problem: Customer loyalty is most important for an

3. Data Collection and techniques used: To collect primary data on loyalty

KLE SOCIETY’S DEGREE COLLEGE, NAGARBHAVI

OBJECTIVE OF THE STUDY

 To study about the customer satisfaction on the services provided by the

KLE SOCIETY’S DEGREE COLLEGE, NAGARBHAVI

SCOPE OF THE STUDY

 The research measures the experiences of customers.

The study is restricted in scope of owing to the following limitations:

 Due to constraint of time only city of Bangalore is selected and so it cannot

Preliminary stage of study- a pilot survey, personal interview of sales