A STUDY ON CUSTOMER SATISFACTION WITH SPECIAL REFRENCE TO Ashok leyland

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Master Of Business administration (2009-2011)

Under the guidance of

Mr. GAURAV JOSHI Submitted To: Mrs Deepti Dabas hazarika Submitted By: Jitendra sharma Roll no. 8

MANAV RACHNA INTERNATIONAL UNIVERSITY, FACAULTY OF MANAGEMENT STUDIES SEC 43,ARAVALLI HILLS,DELHI-SURAJKUND ROAD FARIDABAD,PHONE NO: 0129-4198100 E-MAIL: info@mriu.edu.in WEBSITE: www.mriu.edu.in

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DECLARATION

I

JITENDRA

SHARMA,

student

of

MBA,

FACULTY

OF

MANAGEMENT STUDIES ,MANAV RACHNA INTERNATIONAL UNIVERSITY, ARAVALLI HILLS SEC43 FARIDABAD Hereby declare that the project on “A Study On Customer Satisfaction With Special Reference To Ashok leyland” has been done under the guidance of my faculty guide, Mrs Deepti Dabas Hazarika, Faculty guide of Faculty of management studies, Faridabad and Mr Sanjeev Sharma, Managing Director of RS MARKET RESEARCH

SOLUTIONS PVT LTD and Mr Gaurav Joshi, my Industry Giude. This to certify that this project report is genuine to the best of my knowledge and belief. This report complies with the academic requirements of Master in Business Administration, FACULTY OF MANAGEMENT STUDIES ,MANAV RACHNA INTERNATIONAL UNIVERSITY, ARAVALLI HILLS SEC43 FARIDABAD. It is totally meant for academic purpose.

Jitendra Sharma

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INDEX Acknowledgment……………………………………………(5) Executive Summary………………………………………...(6) Market Research……………………………………………(7) About RSMRS……………………………………………...(11) Project overview……………………………………………(15) Research Methodology……………………………………..(20) Job Responsibilities………………………………………...(28) Data analysis………………………………………………..(29) Observation…………………………………………............(39) Finding………..……………………………………………..(40) Recommendation……………………………………….......(41) Conclusion…………………………………………………..(42) Bibliography ………………………………………………..(43) Annexure………………………………………………….....(44)
.

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ACKNOWLEDGMENT
I would like to express my gratitude to all those who gave me the possibilities to complete this project report. I would like to thanks my college authorities And my H.O.D Dr Chavi Sharma, and special thanks my faculty guide Mrs Deepti Dabas Hazarika first providing me the opportunity to work with one of the most prestigious organization. I have furthermore to thank the Mr Sanjeev Sharma (Managing Director, Rs Market Research Solutions Pvt Ltd), who gave and confirmed this permission and encouraged me to go ahead with my project report. I am bound to thank other staff members for their stimulating support. I am deeply indebted to Mr. Gaurav Joshi under Whom I have completed my summer internship’s one project whose help, stimulating suggestions and encouragement helped me in all the times of research for and writing of this project report. At the very outset of this report I would like to extend my sincere and heartfelt obligation towards without whose active guidance, help, cooperation and encouragement, we would not have made headway in project.

(JITENDRA SHARMA)

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Executive summary
I worked as part of R S MARKET RESEARCH SOLUTIONS, during my summer training .my summers consisted of on job training as a market researcher. The internship was designed by my head in such a way that i understood many facts of market research such as incept interviews as well as observation and employee relationship survey. Training session was scheduled to give the details of various market research instruments like Audit, observation survey, telecalling etc. Beside market research for incept interview and employment relationship survey.

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MARKET RESAERCH
Market Research is a systematic, objective collection and analysis of data about a particular target market, competition, and/or environment. It always incorporates some form of data collection whether it is secondary research (often referred to as desk research) or primary research, which is collected direct from a respondent. The purpose of any market research project is to achieve an increased understanding of the subject matter. With markets throughout the world becoming increasingly more competitive, market research is now on the agenda of many organizations, whether they large or small.

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Market research process
To conduct market research, organizations may decide to undertake the project themselves (some through a marketing research department) or they might choose to commission it via a market research agency or consultancy. Whichever, before undertaking any research project, it is crucial to define the research objectives i.e. what are you trying to achieve from the research? And what do you need to know? After considering the objectives, Market Researchers can utilize many types of research techniques and methodologies to capture the data that they require. All of the available methodologies either collect quantitative or qualitative information. The use of each very much depends on the research objectives but many believe that results are most useful when the two methods are combined.

Quantitative Research
Quantitative research is numerically oriented, requires significant attention to the measurement of market phenomena and often involves statistical analysis. For example, a bank might ask its customers to rate its overall service as either excellent, good, poor or very poor. This will provide quantitative information that can be analysed statistically. The main rule with quantitative research is that every respondent is asked the same series of questions. The approach is very structured and normally involves large numbers of interviews/questionnaires. Perhaps the most common quantitative technique is the ‘market research survey’. These are basically projects that involve the collection of data from multiple cases – such as consumers or a set of products. Quantitative surveys can be conducted by using post (self-completion), face-to-face (in-street or
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in-home), telephone, and email or web techniques. The questionnaire is one of the more common tools for collecting data from a survey, but it is only one of a wide-ranging set of data collection aids.

Qualitative Research
Qualitative research provides an understanding of how or why things are as they are. For example, a Market Researcher may stop a consumer who has purchased a particular type of bread and ask him or her why that type of bread was chosen. Unlike quantitative research there are no fixed set of questions but, instead, a topic guide (or discussion guide) is used to explore various issues in-depth. The discussion between the interviewer (or moderator) and the respondent is largely determined by the respondents' own thoughts and feelings. As with quantitative techniques, there are also various types of qualitative methodologies. Research of this sort is mostly done face-to-face. One of the best-known techniques is market research group discussions (or focus groups). These are usually made up of 6 to 8 targeted respondents, a research moderator whose role is to ask the required questions, draw out answers, and encourage discussion, and an observation area usually behind one way mirrors, and video and/or audio taping facilities. In addition, qualitative research can also be conducted on a ‘one on one’ basis i.e. an in-depth interview with a trained executive interviewer and one respondent, a paired depth (two respondents), a triad (three respondents) and a mini group discussion (4-5 respondents).

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Problem discover y

Selection of explorato ry research technique
Probabil ity Nonpro bability

Selection of exploratory research technique

Collection of data (fieldwork) Editing and coding data Data processing

Problem definition (statement of research objectives) Selection of basic research method

Experiment
Laborator y Field

Surve y Intervie
w

Questionnair e

Observation Secondary Data Study

Interpretation of findings

Report

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ABOUT RSMRS
R S Market Research Solutions Pvt. Ltd, are the leading service providers in the field of conducting professional market research services be it quantitative & qualitative. Backed by experienced staff at different levels, the market research services offered by them includes advertising research, industrial research, social research, rural research, tele research, consumer research, census and mapping, qualitative research, quantitative research and others. Established in the year 2002, at Delhi, their business operations are being ably founded by Sanjeev Sharma & Ruchi Sharma and later on joined by Harsh Pandey There extensive experience in the research field as well as dedicated service support of industry professionals allow them to consistently deliver highly accurate results as per client's expectations. Today, they hold expertise in providing both primary and secondary research based services. It helps us to provide improvised marketing research study designs & analytical expertise that help in successfully meeting clients customized research needs. Further they own offices at Delhi, Mumbai, Kolkata, Chennai, Bangalore and 6 Tier II & 8 Tier III cities has also enabled us to deliver competitively priced solutions to a wide range of clients.

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Core team
For consistently delivering quality end results, all their research services are based on well defined methodologies, which are continuously tuned by their top management. This helps them to meet the specific goals of the clients. Their top management and their credentials include: Sanjeev Sharma ( Managing Director)
• •

P.G. Diploma in sales & marketing from IMT Ghaziabad Ten years of extensive experience in Market Research

Ruchi Sharma ( Director Client Services )
• •

Ten years experience in Market Research MBA (Marketing) from AIIMA CME

Harsh Pandey ( Director Client Services & Business Development)
• •

Diploma in Sales & Marketing Management /Advertising from NIS More than 10years experience have served IMRB International & Greenfield On-line

K Rajesh (Field Head- All India)
• •

Educational background: Science Graduate from University of Kerala. Key positions held in professional life: o Deputy Field Manager, IMRB
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o o

Operations Manager, CSMM (a unit of IMRB).Responsibility: All India Operations Manager, Research International (MR unit of WPP Group). Responsibility: South India --Operations Manager, Abacus (B2B, Qualitative & CSMM divisions). Abacus is the Field Unit of IMRB. Responsibility: South India. Had worked abroad on short term assignments from IMRB and Research International on special occasions.

o

Client Experience
A World of Experience: We know that client needs differ industry by industry. RSMRS experience across a broad range of sectors has equipped us to take a seasoned approach to the research challenges confronting your business. With in-depth industry experience extending from Banking and Insurance to Agriculture and Manufacturing, we have on-staff specialists dedicated to sectors such as Finance and Insurance, Telecom, Automotive, Services, Retail, Industrial, Construction and more.

Auto & Manufacturing
RSMRS offers a complete solution for clients who require an integrated understanding of the customer lifecycle – an approach they have successfully employed for a multitude of automotive and manufacturing clients across industries and sectors. Their sector experience ranges from product development to long-term loyalty.

Banking & Financial services
RSMRS expertise with data collection worldwide, their familiarity with research issues typical to the banking sector, plus years of industry experience make them the seasoned research partner who can provide actionable solutions to the unknowns that face your business. RSMRS's years of experience in banking span a range of research areas, from customer
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satisfaction and loyalty to competitive benchmarking, brand equity and advertising awareness to new product testing.

Service Sector
Service industries typically face a day-to-day challenge of managing longterm customer interactions at multiple service touch points. RSMRS has established an expertise in the measurement of these complex, long-term customer relationships — in industries ranging from banking and financial services to property and casualty insurance to medical/pharmaceutical benefits management to retail, in both B2C and B2B settings. RSMRS takes an analysis-driven perspective.

Crop Science & Animal Health
From growers to veterinarians, from consumers to small businesses to global corporations, RSMRS knows the research issues facing the Agriculture, Horticulture and Animal Health Industries. RSMRS has more than 20 years of industry-specific experience across markets and cultures spanning the Americas, UK/Europe, Middle East/Africa and Asia/Pacific.

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PROJECT OVERVEIW NAME OF THE PROJECT: A STUDY ON CUSTOMER SATISFACTION WITH SPECIAL REFERENCE TO ASHOK LEYLAND Objective:
The study has been under taken to analyze the customer satisfaction towards all commercial vehicles of Ashok leyand in various cities of Gujrat and Orrisa, the other objectives are:  To gather information about customer satisfaction toward Ashok Leyland’s truck and buses in the geographic region of Gujrat and Orrisa.

 To know the customer perception about features, low maintenance cost and looks of vehicles.

 To know the customer satisfaction about the safety and comfort provided by Ashok leyland.
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 To provide suggestions, in improving the customer satisfaction and the company sales and profitability

 To know the customer satisfaction towards the after sales service offers by Ashok leyland.

COMPANY PROFILE
Ashok Leyland is the leading manufacturer of trucks, buses, special application vehicles and engines in India. The products of Ashok Leyland are at par with the best in the world. Ashok Leyland is the leaders in the Indian bus market, offering unique models such as CNG, Double Decker and Vestibule bus. More than 80% of the State Transport Undertaking (STU) buses come from Ashok Leyland. The company is a pioneer in multi axle trucks and tractor-trailers. Ashok Leyland is the largest provider of logistic vehicles to the Indian army. It also manufactures diesel engines for Industrial, Genset and Marine applications, in collaboration with technology leaders. The birth of Ashok Leyland can be attributed to the quest for self-reliance in the aftermath of independence. Pandit Jawaharlal Nehru persuaded Mr. Raghunandan Saran, an industrialist, to enter automotive manufacture. In 1948, Ashok Motors was set up in Madras (Chennai) for the assembly of Austin Cars. Soon, British Leyland acquired an equity stake in the company
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and the name of the company was changed from Ashok Motors to Ashok Leyland. In 1955, Ashok Leyland commenced of commercial vehicles. Since then Ashok Leyland has maintained its technological leadership in the India's commercial vehicle industry. Tie-ups with international technology leaders and through vigorous in-house R&D enabled Ashok Leyland to introduce latest technological breakthroughs in the Indian market. Ashok Leyland was the first to introduce full air brakes, power steering and rear engine busses in India. In 1987, the overseas holding by Land Rover Leyland International Holdings Limited (LRLIH) was taken over by a joint venture between the Hinduja Group and IVECO. Since July 2006, the Hinduja Group is 100% holder of LRLIH.

ASSOCIATE COMPANIES OF ASHOK LEYLAND
Automotive Coaches & Components Ltd (ACCL): ACCL was promoted by Ashok Leyland and the Tamil Nadu Industrial Development Corporation (TIDCO) in the 1980s. The company has two Divisions: ACCL Division and PL Haulwel Trailers (PLHT). ACCL is the largest Tipper Body manufacturer in the organised sector in India. Apart from the tippers, it also manufactures bus bodies, front-end structures (FES), tankers, aluminum containers, OB vans, energy vans and the like. PLHT manufactures a wide variety of after-chassis products. These include Fifth Wheel Couplers and Hoists, Semi Trailers, Container trailers, Ladle Carriers, for foundries (Steel / Aluminum), Running gears for LPG tankers, Car / Truck / Tractor Carriers, Bottom dumpers, and all types of user-specific custom-designed trailers for niche applications. Lanka Ashok Leyland: The Company was established in 1982. It is a joint
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venture between Ashok Leyland and the Government of Sri Lanka. Ashok Leyland supplies chassis in both completely built-up and knocked down conditions to Lanka Ashok Leyland, which in turn assembles the chassis and builds bodies. Ennore Foundries: Ennore Foundries was established in 1959. It is India's largest automotive jobbing foundry and caters to different segment like automobiles, tractors, industrial engines and power generators. IRIZAR-TVS: IRIZAR-TVS is a joint venture between Ashok Leyland, TVS & Sons Ltd and IRIZAR, the internationally reputed bus body builder from Spain. The company was started in 2001 and it manufactures luxury coaches. Ashok Leyland Project Services Limited: Ashok Leyland Project Services Limited (ALPS) looks after the project development activities of the Hinduja Group in India. It assists the investment entities of the Group and provides professional services to help international companies interested in projects in India.

PRODUCTS OF ASHOK LEYLAND

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RESEARCH METHODOLOGY
Research Methodology A research process consists of stages or steps that guide the project from its conception through the final analysis, recommendations and ultimate actions. The research process provides a systematic, planned approach to the research project and ensures that all aspects of the research project are consistent with each other. Research studies evolve through a series of steps, each representing the answer to a key question.
INTRODUCTION

This chapter aims to understand the research methodology establishing a framework of evaluation and revaluation of primary and secondary research. The techniques and concepts used during primary research in order to arrive at findings; which are also dealt with and lead to a logical deduction towards the analysis and results.
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RESEARCH DESIGN

I propose to first conduct a intensive secondary research to understand the full impact and implication of the industry, to review and critique the industry norms and reports, on which certain issues shall be selected, which I feel remain unanswered or liable to change, this shall be further taken up in the next stage of exploratory research. This stage shall help me to restrict and select only the important question and issue, which inhabit growth and segmentation in the industry.

The various tasks that I have undertaken in the research design process are :
 

Defining the information need Design the exploratory, descriptive and causal research.

RESEARCH PROCESS

The research process has four distinct yet interrelated steps for research analysis It has a logical and hierarchical ordering:  Determination of information research problem.  Development of appropriate research design.  Execution of research design.  Communication of results. Each step is viewed as a separate process that includes a combination of task , step and specific procedure. The steps undertake are logical, objective, systematic, reliable, valid, impersonal and ongoing.
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EXPLORATORY RESEARCH

The method I used for exploratory research was
 

Primary Data Secondary data

PRIMARY DATA

New data gathered to help solve the problem at hand. As compared to secondary data which is previously gathered data. An example is information gathered by a questionnaire. Qualitative or quantitative data that are newly collected in the course of research, Consists of original information that comes from people and includes information gathered from surveys, focus groups, independent observations and test results. Data gathered by the researcher in the act of conducting research. This is contrasted to secondary data, which entails the use of data gathered by someone other than the researcher information that is obtained directly from first-hand sources by means of surveys, observation or experimentation. Primary data is basically collected by getting questionnaire filled by the respondents.
SECONDARY DATA

Information that already exists somewhere, having been collected for another purpose. Sources include census reports, trade publications, and subscription services. There are two types of secondary data: internal and external secondary data. Information compiled inside or outside the organization for some purpose other than the current investigation Researching information, which has already been published? Market information compiled for purposes other than the current research effort; it
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can be internal data, such as existing sales-tracking information, or it can be research conducted by someone else, such as a market research company or the U.S. government. Secondary source of data used consists of books and websites My proposal is to first conduct a intensive secondary research to understand the full impact and implication of the industry, to review and critique the industry norms and reports, on which certain issues shall be selected, which I feel remain unanswered or liable to change, this shall be further taken up in the next stage of exploratory research.

DESCRIPTIVE RESEARCH

STEPS in the descriptive research: Statement of the problem  Identification of information needed to solve the problem
 Selection or development of instruments for gathering the information

 Identification of target population and determination of sampling Plan.
 Design of procedure for information collection  Collection of information

 Analysis of information

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 Generalizations and/or predictions
DATA COLLECTION

Data collection took place with the help of filling of questionnaires. The questionnaire method has come to the more widely used and economical means of data collection. The common factor in all varieties of the questionnaire method is this reliance on verbal responses to questions, written or oral. I found it essential to make sure the questionnaire was easy to read and understand to all spectrums of people in the sample. It was also important as researcher to respect the samples time and energy hence the questionnaire was designed in such a way, that its administration would not exceed 4-5 mins. These questionnaires were personally administered. The first hand information was collected by making the people fill the questionnaires. The primary data collected by directly interacting with the people. The respondents were contacted at shopping malls, markets, places that were near to showrooms of the consumer durable products etc. The data was collected by interacting with 200 respondents who filled the questionnaires and gave me the required necessary information. The respondents consisted of housewives, students, businessmen, professionals etc. the required information was collected by directly interacting with these respondents.

DETERMINATION THE SAMPLE PLAN AND SAMPLE SIZE TARGET POPULATION

It is a description of the characteristics of that group of people from whom a
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course is intended. It attempts to describe them as they are rather than as the describer would like them to be. Also called the audience the audience to be served by our project includes key demographic information (i.e.; age, sex etc.).The specific population intended as beneficiaries of a program. This will be either all or a subset of potential users, such as adolescents, women, rural residents, or the residents of a particular geographic area. Topic areas: Governance, Accountability and Evaluation, Operations Management and Leadership. A population to be reached through some action or intervention; may refer to groups with specific demographic or geographic characteristics. The group of people you are trying to reach with a particular strategy or activity. The target population is the population I want to make conclude an ideal situation; the sampling frames to matches the target population. A specific resource set that is the object or target of investigation. The audience defined in age, background, ability, and preferences, among other things, for which a given course of instruction is intended. I have selected the sample trough Simple random Sampling
SAMPLE SIZE:

This involves figuring out how many samples one need. The numbers of samples you need are affected by the following factors: • Project goals • How you plan to analyze your data • How variable your data are or are likely to be
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• How precisely you want to measure change or trend • The number of years over which you want to detect a trend • How many times a year you will sample each point • How much money and manpower you have
SAMPLE SIZE

I have targeted 150people in the age group above 21 years for the purpose of the research. The target population influences the sample size. The target population represents the jodhpur and orrisa regions. . The people were owner or manager of the companies which own Ashok Leyland vehicles

ACTIVITIES TO CARRY OUT THE RESEARCH STUDY:
It was all about project. The above-mentioned detail implies that a project needs to be carefully planned. Every small thing should be considered while planning any project. Now, 5 activities have been identified, which should be carried out carefully– 1. 2. 3. 4. 5. Sampling Briefing Dummy Call Actual Interview Scrutiny

1.

Sampling: Since it is not possible to interview each and every
person in the target group. Hence there is a need to select few people who will represent the entire target group. Sampling is nothing but a
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method used to select a few city/area/person who would represent the target group. Since, sample represents a large group, it is important to select them very carefully. Once sample size is determined and samples are drawn, the next activity is to be carried out.

2.

Briefing: Briefing is a training session where all the supervisors,
team leaders and interviewers are trained to conduct an interview perfectly and efficiently. Briefing is a very important session. Final quality of work depends totally on quality of briefing. Since every project is different in some way or other, experienced interviewers also need to attend the briefing

.

3.

Dummy interviews: To avoid any kind of miss step during
interview, dummy interviews are made. In this, one interviewer acts as a respondent while the other takes interview. Generally, leader is the ideal respondent for first mock. The objectives of dummy interview are – • To help the interviewer to gain confidence so that he/she could not fumble in front of the respondent. • To check whether the interviewer has understood the briefing or not. If not, where is the problem?

Unless interviewer gives a satisfactory mock call, he/she is not allowed for Actual interview.

4.

Actual Interview:

Once the leader is satisfied with dummy
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interview made by interviewer, interviewer is permitted for actual interview.

5.

Scrutiny: Scrutiny is reading through each completed questionnaire.
The objectives of scrutiny are • To ensure that all questionnaires are error free. • To prevent further mistakes by identifying errors in the initial stage. • To ensure that no question has been skipped during interview.

JOB RESPOSIBILITES: As an interviewer : To convince the respondent for interview and hold
him till the entire questionnaire is filled is not an easy task. Sometimes respondent quit the interview which makes your all the efforts useless. So make sure that you should select only those respondents who understand the value of survey and are ready to devote adequate time to that survey. It is also necessary for the purpose of back check.

LEARNING OUTCOMES:
• How is the project received? Or what are the steps taken to get the project? • How is the research designed? • How to convince a respondent for the interview? • How to behave with a customer? • How to start an interview?

Points to be remembered during interview:
There are certain things that an interviewer must take care of during interview. Some of these things are 28

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• Format and concept of questionnaire should be clear to interviewer. • Use the language in which respondent feels comfortable. • If respondent does not seem to be interested in survey, explain the importance of his/her contribution in survey. • Make sure that respondent understands the questions fully. • Always behave politely. • Don’t let the respondent feel bore during the interview. • Always be energetic. • Meanwhile, if respondent is going out of the track, kindly remind him/her. • Always keep smile on face. • Don’t force respondent for interview. • Ensure that all questions have been asked. • Make all the doubts clear.

DATA ANALYSIS & INTERPRETATION

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DATA ANALYSIS & INTERPRETATION
Table No. 1 Satisfaction towards Ashok leyland Satisfied 78% Dissatisfied 22% Source: Questionnaire Figure:1

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Interpretation 1: The sample drawn on probability basis shows that 78% of the customers were satisfied with Ashok leyland variant and only 22% were not satisfied with Ashok Leyland . Observation: Most of the respondents approached were satisfied with Ashok Leyland.

Table No: 2 Factors affecting customer satisfaction towards Ashok leyland Factor Features Low Maintenance Comfort Style After Sales Service No. of Respondent 18 51 27 24 30 Percentage 12% 34% 18% 16% 20% 31

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Source: Questionnaire Figure:2

Interpretation 2: The sample drawn on the probability basis clearly shows that 34% (51respondents) are the opinion that low maintenance is the satisfaction factor Ashok leyland and 20 %( 30 respondents) of them who view After Sales Service as a vital factor for customer satisfaction. Followed by Comfort which corresponds to 18 %( 27 respondents), Style with 16% (respondents) and only 12%(18 respondents) of them view that feature of Ashok leyland as satisfaction factor Observation: Majority of the respondent are of the idea that low maintenance of the top most feature contributing to customer satisfaction followed by after sales services comfort style and features As such, Ashok Leyland should focus on the aspects, which will enhance the customer satisfaction and thus the market share
Table No: 3 Customer opinions towards fuel consumption. Factor Percentage Extremely Satisfied 27% Satisfied 49% Neutral 17% Source: Questionnaire Dissatisfied 7% Figure: 3 Total 100% 32

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Consum OpinionstowardF er uel Consum ption
7% 17% 27%
More Satisfied Satisfied

49%

Not Satisfied & Dissatisfied Dissatisfied

Interpretation 3: 100% of the respondents 49% of the respondents approached were satisfied with the fuel consumption of the Ashok leyland. Followed by 27% was extremely satisfied, 17% are neutral and rest of the 7% is more dissatisfied with fuel consumption of Ashok leyland. Observation: As majority of the respondents are satisfied with the fuel consumption of Ashok leyland, the company should maintain the same standard and it is suggested to come up with suitable measure to reduce the negative opinion among the consumer who are of the opinion that the fuel consumption is a dissatisfying factor.

Table No: 4 Customer opinions toward Safety and Comfort. Factor Percentage Extremely Satisfied 23% Satisfied 47% Neither Satisfied & Dissatisfied 20% Dissatisfied 10% Total 100% 33

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Source: Questionnaire Figure: 4

Interpretation 4: 100% of the respondents 47% of the respondents approached were satisfied with the safety and comfort feature of the Ashok leyland. Followed by 27% was extremely satisfied, 17% are neutral and rest of the 7% was dissatisfied with safety and comfort feature of Ashok leyland. Observation: As majority of the respondents are satisfied with the safety and comfort feature of Ashok leyland, the company should maintain the same standard and it is suggested to come up with suitable measure to reduce the negative opinion among the consumer who are of the opinion that the fuel consumption is a dissatisfying factor.

Table No: 5 Customer opinions toward Design. Source: Questionnaire Factor Extremely Satisfied Satisfied Neutral Dissatisfied Total

Percentage 20% 40% 27% 13% 100% 34

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Figure: 5

Interpretation 5: 100% of respondents 40% of the respondents approached were satisfied with the Design of the Ashok leyland. 20% were more satisfied, 27% of them neutral and 13% are dissatisfied with the design of the Ashok leyland. Observation: As majority of the respondents are satisfied with the design of Ashok leyland, the company should maintain the same standard and it is suggested to come up with suitable measure to reduce the negative opinion among the consumer who are of the opinion that the fuel consumption is a dissatisfying factor.

Table No: 6 Customer opinions toward space availability in Ashok leyland. Source: Questionnaire Factor Percentage More Satisfied 27% Satisfied 53% Neither Satisfied & Dissatisfied 17% Dissatisfied 3% Total 100% Figure: 6 35

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Interpretation 6: The sample drawn on the probability basis shows that out of 100% of respondents 53% of the respondents approached were satisfied with the space availability of the Ashok leyland. 27% were more satisfied, 17% of neither satisfied and dissatisfied and 3% are dissatisfied with the space availability of the Ashok leyland. Observation: As 80% of the respondents are happy with the space availability of the Mahindra Ashok leyland vehicle, it can be conducted that the company has undertaken proper R&D in this aspect. The 20% of the respondents who have answered negatively may be comparing with the vehicle in the same category launched very recently.

Table No: 7 Customer satisfactions toward Maintenance of Ashok leyland Factor Extremely Satisfied Satisfied Neutral Dissatisfied Total Source: Questionnaire Percentage 23% 51% 21% 5% 100%

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Figure:7

Interpretation 7: The sample drawn on the probability basis shows that out of 100% of respondents 51% of the respondents approached were satisfied with the maintenance of the Ashok leyland. 23% were extremely satisfied, 21% of neutral and 5% are dissatisfied with the maintenance. Observation: Though majority of the customer are satisfied that the maintenance cost of Ashok leyland is less, around 20% are not satisfied which may be because of comparison of Ashok leyland with the newly launched competing brands coming with even lower maintenance cost.

Table No: 8 Customer awareness about power steering. Option No. Of Respondent Aware 120 Unaware 30 Total 150 Source: Questionnaire Figure: 8

No. Of Respondents (%) 80% 20% 100%

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Interpretation 8: Out of 100% of respondents, 80% of the respondents approached were aware of the power steering present in some variant of Ashok leyland and 20% were not aware of the power steering present in some variant of Ashok leyland. Observation: Most of the respondents approached were aware of power steering system introduced in some variants of Ashok leyland.

Table No: 9 Customer perceptions about Ashok leyland Very Good Good Average Bad 20% 47% 21% 12% Source: Questionnaire Figure: 9

Very Bad -

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Custom PerceptionAbout Aahokleyland er
12 % 21 % 4 7% 2 0%
VeryGood Good Average Bad

Interpretation 9: The sample drawn on the probability basis shows that out of 100% of respondents 47% of the respondents gave Good response to Ashok leyland. 20% gave Very Good response, 21% gave Average response and 12% gave bad response to Ashok leyland. Observation: As 67% of the respondents are satisfied that they are happy with Ashok leyland, it satisfies that the customer satisfaction levels are very high. If the company were to identify the pitfalls in their product and undertake remedial measure, thus it will lead to more good word of mouth publicity.

OBSERVATION:
I observed the following things during the telephone interview•

Age Group: Age group affects the response rate. Generally, teenagers and housewives are not interested in survey. But, mostly professionals are ready to devote their valuable time to the survey
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because they are very well aware of the importance of surveys. Even, they share their problems in detail. On the other hand less educated, poor people, and labors are always ready for interview. But, businessmen and shopkeepers are not interested.

Time Factor: Time is an important factor in research. In big cities, people response either in morning or in evening. In daytime, they are either busy or driving. Education: It is easy to explain to an educated person about study. But, less educated or illiterate person takes time to understand. Language: If interviewer is not able to communicate in the preferred language of respondent, the process of interview becomes difficult.

FINDINGS
Based on the data gathered by administrating schedules to customers the following observations are made.
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1 .Ashok leyland has excellent percentage of customer satisfaction
according to the data shown in table 1 of the data analysis and Interpretation topic.

2. Most of the people are satisfied with its low maintenance cost and after
sales service provided by Ashok leyland.

3 . Based on the fuel consumption, most of the people are satisfied with it.

4. Based on Safety and Comfort, Design, Space, Maintenance most of the
people are satisfied with it.

5. Large numbers of Leyland user are aware of its power steering. 6 . If we took the satisfaction level of people toward Ashok Leyland , it
becomes good.

7. Its features and style satisfy most of the people.

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Recommendations:
One thing that I would like to recommend is size of questionnaire must be precise, and also number of questions must be less. In my project it was common problem, people were not ready to give all the information because it was contained of 20 pages. Second thing that I would like to recommend questionnaire must be interesting, which can make a relation with people. Also ashok Leyland Company has to implement good customer relationship management strategy that enhances customer satisfaction level.

The company can for the undertake R&D to improve the existing feature which field help increase in the customer satisfaction.

The company should promote about the entire feature offered by it.

As majority of the customer give opinion that they are satisfied is the factor, services and design of the product of the company should taken not only maintain the existing standard but also enhance them.

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CONCLUSION:
This project had two way decision making benefit. This is not only gave the idea to the client company about competitor’s brand but also revel that whether people have brand awareness. it is seen that people relates the Leyland vehicles wid with Tata or Eicher Motors only. So this project gave me understanding of asking queries and without reveling original purpose how relates information can be obtain. How interview can be beneficial to decision-making process. After interview I had to call them check whether their answer were consistent or not and I found most of them were consistent in their answers. 1. Ashok Leyland has a very good market share in the state of gujrat and orisa for the commercial segment.

2. The company is offering good services, which is reflected on the
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satisfaction of the customer.

3. Majority of the customer are satisfied with the design of the vehicle. In the whole period of six weeks, I have learned most of the things regarding MARKET RESEARCH and research tools like intercept interview, observations etc. RSMRS Pvt Ltd. as being the pioneer MARKET RESEARCH COMPANY have various section for conducting business research according to the need of the study I was put to different tasks and was been made to work in different department of RSMRS Pvt Ltd. for me to have an insight over tools and methods of conducting market research for different industries and customer. This internship at RSMRS PVT LTD has been pioneered in clearing my doubts about the concerned industries.

Bibliography

Uma Sekaran 4th edition Research Methods For Business www.ashokleyland.com www.automobile.com www.rsmrs.com Data from Ashok Leyland automobile dealer from various cities of Gujrat and Orrisa.
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ANNEXURES

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Database Reference (VERY IMPORTANT TO FILL) 2010 Dealer CS Study Questionnaire DB Reference (6 digits) DEALER NAME CENTER NAME INTERVIEWER NAME INTERVIEWER SIGNATURE: SUPERVISOR NAME DB Reference (Sections Covered) QUALITY ACC….1 CHECK QC BY (Name & Date) SUPERVISOR CODE Sales only….1 SPOT….2 Sales & Service….2 BC….3 SIGNATURE Service only….3 None….4 DEALER CODE (Refer Code List) CENTER CODE (Refer Code List) INTERVIEWER CODE

Annexure 1
Interviewer Note: It is absolutely critical to have the above details filled in completely and accurately. An interview will be considered invalid in the absence of these details. Interviewer Note: It is IMPORTANT to establish the ONE commercial vehicle that you will be administering the rest of the questionnaire for. This is critical since the respondent is being pre-selected from the database. State “We will be talking about a particular ASHOK LEYLAND model that you own…” State the type,

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segment, application & dealer name from the database and confirm the same with the respondent. RECORD this in the space below:

Q1. Type: Truck/ Bus
Q2. TRUCK Segment: Haulage/ Tipper/ Tractor Q3. Secondary Application: ____________________________________________________ Q4. A. Sales Dealer Name: _____________________________________________________ B. Service Dealer (where ___________________________________ last serviced) Name:

C. Does the respondent’s recollection on Q1 to Q4 match with the database?

1. Yes (SKIP to Q9)
2. No Interviewer Note: In case Q4 is coded “No”, capture the respondent’s mention of make (has to be Ashok Leyland), type, segment, application & dealer name. If that is part of the dealer’s quota, please proceed with the interview. Q5. Type: Truck/ Bus Q6. TRUCK Segment: Haulage/ Tipper/ Tractor Q7. Secondary Application: ____________________________________________________ Q8. A. Sales Dealer Name: _____________________________________________________ B. Service Dealer (where ___________________________________ last serviced) Name:

RULES: IF SERVICE DEALER & SALES DEALER SAME AS DB: CONTINUE IF EITHER SERVICE DEALER OR EITHER SALES DEALER OR BOTH ARE DIFFERENT FROM DP: DROP Q8c. If coded “No” in Q4 and yet the respondent qualifies for another Ashok Leyland model. Can you state the period when you purchased this vehicle? 1. April 2009 to March 2010 (cover all sections of the questionnaire EXCEPT service) 2. April 2008 to March 2009 (cover all sections of the questionnaire) 3. April 2007 to March 2008 (cover all sections of the questionnaire EXCEPT sales) 4. TERMINATE if any other period

SECTION 1 – Respondent’s Information
Q9. Name: _____________________________________________________________________

Q10. Company

name:

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_____________________________________________________________

Q11. Designation: ________________________________________________________________
Q12. Address: ___________________________________________________________________

Q13. City/ Town: _________________________________________________________________ Q14. Phone Q15. Phone
number ______________________________________________________ number _______________________________________________________ (landline):

(mobile):

Interviewer Note: If available, ask for and attach the respondent’s visiting card to the questionnaire

SECTION 2 – Respondent Classification/ Commercial Vehicle Ownership
Q16. Could you please tell us whether you or any of your family members work for the following organization? 1. Advertising agency (TERMINATE) 2. Market research agency (TERMINATE) 3. Commercial vehicle (truck/ bus) manufacturer (TERMINATE) 4. Commercial vehicle (truck/ bus) dealer or service center (TERMINATE) 5. None of the above (CONTINUE) Q17. Which of the following best describes your role within your company? 1. I am the owner & driver responsible for purchase decision of commercial vehicle (s) 2. Owner (not driver) responsible for purchase decision of commercial vehicle (s) 3. I am not the owner but am the person responsible for purchase decision of commercial vehicle (s) 4. I am not the owner or the person responsible for purchase decision of commercial vehicle (s)

Q18. Note: If coded “4” in Q17: Ask for the name & contact details of the
concerned person and contact that person for an interview. TERMINATE THE INTERVIEW & RE-ADMINISTER IT WITH THE OTHER PERSON. _____________________________________________________________________________ ___________ Q19. Who is responsible for servicing this vehicle? 1. Self (SKIP to Q21) 2. Driver 3. Others (specify): ________________________________

Q20. Note: If coded “2” or “3” in Q19: Ask for the name & contact details
(mobile number) of the concerned person. Any question on service and/ or product that the respondent is unsure of should be checked with this person

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over the phone or in person depending on the most convenient mode. _____________________________________________________________________________ ___________ Q21. Which of the following best describes the ownership of commercial vehicle (s) in your company/ business? 1. Owner/ driver – own 1 vehicle 2. Small fleet size – 2 to 5 vehicles 3. Medium fleet size – 6 to 10 vehicles 4. Large fleet size – more than 10 vehicles Q22. What types of commercial vehicle (s) do you/ your company owns? 1. Truck only 2. Bus only (SKIP to Q25) 3. Both truck & bus

Q23. Note: If coded “1” or “3” in Q22. Which segments of trucks do you/ your
company owns? (Multiple response: mark all that applies) 1. Haulage 2. Tipper 3. Tractor

Q24. Note: If coded “1” or “3” in Q22. What is the number of axles on the
truck 1. 2. 3. (s) that you/ your company own? Two-axle trucks only Three-axle trucks only Both two & three-axle trucks

Q25. Among all the different applications (kind of goods carried) listed in the
matrix below, which all applications do you use your commercial vehicles for? (USE SHOW CARD + USE TRUCK/ BUS APPLICATION VISUAL PHOTOGRAPHS PROVIDED. Multiple response: mark all that applies) TRUCK APPLICATIONS – AGRI/ PERISHABLE GOODS 1. Fish/ meat 2. Fruits & vegetables 3. Live stock 4. Poultry 5. Cold chain products 6. Packaged food items 7. Food grain/ salt TRUCK APPLICATIONS – CONSTRUCTION RELATED 8. Blue metal 9. Brick/ clay 10. Cement (bagged) 11. Loose cement 12. Earthwork 13. Sand 14. Transit mixer - RMC

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15. Tar mix blue metal
16. Fly ash 17. Clinker transportation TRUCK APPLICATIONS – ORES & MINERALS 18. Aluminium/ bauxite 19. Coal 20. Iron ore 21. Limestone 22. Marble/ granite/ stone 23. Steel & other iron ore products 24. Overburden removal TRUCK APPLICATIONS – GENERAL CARGO 25. Courier/ express cargo 26. Car carrier 27. ISO shipping containers (20/ 40/ 45 feet) 28. Market load 29. Over dimensional cargo 30. Packers & movers 31. Parcel load 32. Scooter carrier 33. White goods carrier TRUCK APPLICATIONS – TANKER (LIQUIDS) 34. Bitumen 35. Chemicals 36. LPG bullet 37. Milk 38. Oil/ Petroleum products 39. Water TRUCK APPLICATIONS – SPECIAL APPLICATIONS 40. Auto parts/ tyres 41. Beverage/ mineral water 42. Garbage/ waste collection 43. Light goods 44. LPG cylinder 45. Textiles/ cotton 46. Timber/ wood 47. Rig/ bore well 48. Pipes transportation 49. OTHER TRUCK APPLICATIONS (Specify): ____________________________ BUS APPLICATIONS 50. City/ town bus 51. Mofusil bus 52. Long distance bus 53. Tourist bus 54. School/ college 55. Staff bus 56. Tarmac (airport) bus 57. OTHER BUS APPLICATIONS (Specify): ____________________________

Q26. What makes of commercial vehicles do you/ your company own? (Multiple
response: mark all that applies) 1. Ashok Leyland

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2. 3. 4. 5. 6. 7.

Eicher Motors MAN/ Force Mahindra Tata Motors Volvo Others (specify): ________________________________

SECTION 3 – Commercial Vehicle Usage
Interviewer Note: All the questions from this point onwards are to be asked for the specific type, segment & application of the vehicle that has been identified in questions 1 through 8. State “The questions that follow are related to this particular ASHOK LEYLAND model that you own…….” (Mention the type, segment & application to ensure that questions are answered in the proper context) Q27. Please specify the following usage related aspects in the table below? Usage-Related Aspects A B C D E Total kilometers driven since purchase Average kilometers driven every month Average number of days vehicle is ON ROAD (being used commercially) every month Average number of days vehicle is under repair/ maintenance (NOT being used commercially) every month % overloading above the normal payload (e.g. 20%) (ONLY ask for Truck & NOT for Bus customers) Average earnings per kilometer (e.g. Rs. 8 per km) (ONLY ask for Truck & NOT for Bus customers) Unit in ‘000 kms in ‘000 kms in days in days percentage Record Answer

F

in Rupees/ km

Q28. Please specify different types of roads that this vehicle is normally used on?
(Multiple response: mark all that applies) 1. Concrete road 2. Tar road 3. Paved road 4. Unpaved road Q29. Please specify the fuel efficiency (mileage) that you get on this vehicle in different condition? Mileage A Within city limits with no load Unit KMPL up to 1 decimal Record Answer

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B C D E

Within city limits with load On highways with no load On highways with load Overall

KMPL up decimal KMPL up decimal KMPL up decimal KMPL up decimal

to 1 to 1 to 1 to 1

Q30. Which one best describes the way you purchased this vehicle from Ashok
Leyland? (ONLY ask for Truck & NOT for Bus customers) 1. Purchased only chassis; Fitted cabin & body outside 2. Purchased chassis with OE fitted cabin but fitted body outside 3. Purchased chassis with OE fitted cabin & body (SKIP to Q35)

Q31. If coded “1” or “2” in Q30 (ONLY ask for Truck & NOT for Bus
customers). How much did you spend on body building (in Rupees)? _____________________________________________________________________________ ___________

Q32. If coded “1” or “2” in Q30 (ONLY ask for Truck & NOT for Bus
customers). What was the reason for not getting the body building through Ashok Leyland? _____________________________________________________________________________ ___________

Q33. If coded “1” in Q30 (ONLY ask for Truck & NOT for Bus customers).
How much did you spend on cabin (in Rupees)? _____________________________________________________________________________ ___________

Q34. If coded “1” in Q30 (ONLY ask for Truck & NOT for Bus customers).
What was the reason for not getting the cabin built through Ashok Leyland? _____________________________________________________________________________ ___________ Q35. Is there any other specialized fitment/ modification/ customization that you needed to do on this vehicle for the specific application that you use it for? 1. Yes 2. No (SKIP to Q37)

Q36. If coded “1” in Q35. Can you please describe the nature of this fitment/
modification/ customization? _____________________________________________________________________________ ___________

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SECTION 4 – Vehicle Purchase Experience (SALES Section)
Interviewer Note: Please explain that this section talks about the pre-purchase and purchase information for this particular vehicle. Also note that this section will be SKIPPED for respondents being taken from “Service only” database. Q37. Prior to purchasing this particular Ashok Leyland vehicle, did you consider any other alternate make-model?

1. No (SKIP to Q39)
2. Yes

Q38. If coded “2” in Q37. Which alternate make-model did you consider?
(Note: If more than one, please ask for the one that they most seriously considered) _____________________________________________________________________________ ___________

Q39. What are the reasons for you to purchase this particular Ashok Leyland
vehicle? (Multiple responses: mark all that applies. For those stating “Others”, please probe and capture the reason mentioned) 1. Preference for this brand 2. Past experience of using this brand 3. Past experience of using the exact same model 4. Suitability of the model to this specific application 5. Easy to find spare parts 6. Strong/ rugged 7. Reliability 8. Durable vehicles 9. Load carrying capabilities 10. Good average (fuel efficiency) 11. Low maintenance cost 12. Good resale value 13. Good after-sales service 14. Wide availability of after-sales service 15. Size/ wheelbase of the vehicle 16. Reasonable purchase price 17. Discounts/ special deals 18. Others (specify): ________________________________ Q40. How did you pay for this particular vehicle? 1. Own funds (cash/ demand draft/ cheque) (SKIP to Q43) 2. Finance

Q41. Please specify the financiers you considered to get this vehicle financed
through? (Note up to 3 names)

1. __________________________________________________________________ 2. __________________________________________________________________ 54

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3. __________________________________________________________________
Q42. Among these financiers, through which one did you take the finance? _____________________________________________________________________________ ___________

Q43. Once you had decided to buy an Ashok Leyland vehicle, which of these did
you do prior to making your purchase? (Multiple response: mark all that applies) 1. Visited an Ashok Leyland dealer 2. Spoke to someone from Ashok Leyland dealership on the phone 3. A dealership salesperson/ representative visited me at my office 4. Spoke to someone directly at Ashok Leyland who asked someone from the dealership to call me 5. Met with a representative from the financier

Q44. What was the designation of the Ashok Leyland dealership person (s) you
interacted with either in person or through the telephone? (Multiple response: mark all that applies) 1. Sales representative/ Sales executive 2. Sales manager 3. General manager/ Director 4. Dealership owner/ chief executive 5. Others (specify): ________________________________

Q45. What was the purpose of the first/ initial visit to the dealership or talking to
someone from the dealership? (Multiple response: mark all that applies) 1. Enquiring about a new model or model variant 2. Getting details on model specifications & features 3. Enquiring about model availability 4. Price discussion/ negotiation 5. Understanding commercial terms 6. Understanding delivery timing 7. Understanding documentation requirements for purchase 8. Others (specify): ________________________________

Q46. Ask if coded “1” in Q43; If NOT coded “1” in Q43, skip to Q48.
Thinking about your experience with the dealership facilities/ environment, how would you rate the dealership on the attributes listed in the table below? (Choose one of the five options in the show card against each attribute. Read out each attribute) 1. Poor 2. Fair 3. Good 4. Very good 5. Excellent

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Attribute

Recor d Ratin g

A B C D E

Ease of access to dealership Adequacy of parking space Dealership ambience/ environment Convenience of opening/ closing times Extent of product information available

Q47. Ask A to D if coded “1” in Q43; Ask E if coded “3” in Q43. Thinking
about your experience at the dealership, which of the following apply to your experience? Activity Ask A to D if coded “1” in Q43 A Were you offered water? B Were you given product brochures? C Were you shown specific vehicle posters to explain the vehicle? D Was the toilet clean? ASK if “3 “coded in Q43 E Did the salesperson arrive on time to your office for a preliminary discussion? Ye s No Did not use/ need

Q48. Thinking about certain pre-sales aspects as well as the salesperson/
representative that you interacted with, how would you rate the attributes listed below? (Choose one of the five options in the show card against each attribute. Read out each attribute) 1. Poor 2. Fair 3. Good 4. Very good 5. Excellent Attribute Recor d Ratin g

A B C D E F G

Politeness/ courtesy Depth of knowledge about Ashok Leyland’s range of vehicles Depth of knowledge about competing vehicles Explanation of financing options (Code “NA” in case respondent had no experience with this attribute) Explanation of complete documentation requirements Understanding of my vehicle needs and requirements Extent to which he asked questions/ probed to understand my needs better

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Q49. Thinking about your experience with the salesperson/ representative, which
of the following apply to your experience? A B C D E F G H I J K_1 K_2 L_1 L_2 L_3 M_1 M_2 M_3 N Activity Was this person prompt in attending to you? Was this person attentive in listening to your needs? Did he explain the vehicle’s warranty terms & conditions? Did the salesperson offer to give you a product demo? Did he offer and explain the extended warranty? Did the salesperson explain any of the vehicle’s uniqueness to you? Did the salesperson explain vehicle features & it’s price? Did he explain the annual maintenance contract (AMC) options? Did he offer to help you fill all the purchase/ finance related documentation? Was AL Cover (insurance cover) explained to you? Have you heard of the AL Direct/ Tatkal scheme? (If “no”, skip to L_1) Ask if “Yes” in K_1; If “no”, skip to L_1. Did this person explain the AL Direct/ Tatkal scheme? Were you offered a choice of tyres for the vehicle? (If “no”, skip to M_1) Ask if “Yes” in L_1; If “no”, skip to M_1. Did you specify the preferred brand of tyres you wanted on your vehicle? Ask if Yes in L_2: Name of preferred brand of tyres: _________________________ Were you offered a choice of battery for the vehicle? (If “no”, skip to N) Ask if “Yes” in M_1; If “no”, skip to N. Did you specify the preferred brand of battery you wanted on your vehicle? Ask if Yes in M_2: Name of preferred brand _______________________ Did the salesperson offer you any discount on the vehicle price? Yes No

of

battery:

Q50. Thinking about the contract negotiation stage of the purchase process, how
would you rate the attributes listed below? (Choose one of the five options in the show card against each attribute. Read out each attribute) 1. Poor 2. Fair 3. Good 4. Very good 5. Excellent Attribute Recor d Ratin g

A

Transparency/ fairness of the deal

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B C D

E

Extent of discount on the vehicle price Range of financing options offered (Code “NA” in case respondent had no experience with this attribute) Clarity of explanation of financing terms, including interest rate/ loan conditions (Code “NA” in case respondent had no experience with this attribute) Clarity of explanation of payment terms & conditions

Q51. Thinking about the vehicle delivery stage, how would you rate the attributes
listed below? (Choose one of the five options in the show card against each attribute. Read out each attribute) 1. Poor 2. Fair 3. Good 4. Very good 5. Excellent Attribute Recor d Ratin g

A B C D E

Timeliness of delivery Speed of delivery process Politeness/ courtesy at the time of delivery Quality of PDI (pre-delivery inspection) Clarity of explanation at delivery (i.e. vehicle papers/ owner’s manual etc.)

Q52. Thinking about your experience during vehicle delivery, which of the following apply to your experience? A B_1 B_2 C D E F G H I J K Activity Was the person providing delivery same as the one who sold the vehicle? Was a delivery commitment (date of delivery) provided? Ask if “Yes” in B_1; If “no”, skip to C. Was the vehicle delivered as committed? Was the vehicle delivered without any vehicle problems? Was the vehicle delivered with a tool box? Was the vehicle delivered with all relevant documents? (i.e. owner’s manual, free service folder, invoice/ finance documents, RTO papers, temporary registration) Was an explanation on service interval kilometres driven/ time duration provided at the time of delivery? Was an explanation on the product given to highlight tips for best performance & explain features/ accessories? Was a vehicle demonstration given at the time of delivery? Were you introduced to someone in service department? Was the vehicle delivered washed, clean & polished? Was the vehicle delivered with any kind of special ceremony? Yes No

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L M N

Were you offered any suggestions on body building by someone? (RECORD “NA” IF BODY WAS BUILT BY ASHOK LEYLAND) Were you contacted by someone from the dealership after delivery? Assuming that you were purchasing this vehicle again today, would you be willing to pay a price premium over competition?

Q53. How many days did the dealership take to deliver the vehicle from the time
you completed all payment/ finance related formalities? (Record in days) ____________________ Days Q54. How does the number of days taken to deliver compare with your expectations on delivery? 1. Better than expected 2. Same as expected 3. Worse than expected

Q55. How would you rate your dealer on OVERALL experience during the
purchase & vehicle delivery process? 1. Poor 2. Fair 3. Good 4. Very good 5. Excellent Q56. What would be one thing that this dealer could have done to improve your purchase & vehicle delivery experience? _____________________________________________________________________________ ___________ _____________________________________________________________________________ ___________

SECTION 5 – Product Experience Section
Interviewer Note: This section has to be administered for all the respondents regardless of ownership period. In case the respondent is not the driver of the truck or does not know enough about the product performance to answer this section, please check the driver contact details. Any question on product that the respondent is unsure of should be checked with the driver over the phone or in person depending on the most convenient mode. IF ANY PART OF THIS SECTION IS ANSWERED BY ANOTHER PERSON, RECORD THAT PERSON’S DETAILS BELOW: NAME OF RESPONDENT FOR ____________________________________________________ THIS SECTION:

CONTACT NUMBER FOR RESPONDENT WHO ANSWERED THIS SECTION: ______________________________

Q57. Thinking about your experience of driving/ using this vehicle since you 59

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bought it, how would you rate its quality on the attributes listed below? (Choose one of the five options in the show card against each attribute. Read out each attribute) 1. Poor 2. Fair 3. Good 4. Very good 5. Excellent Product quality attributes Recor d Ratin g

A B C D E F G H I J K L M N

Engine Transmission/ gear box Suspension Brakes Tyres & Battery Steering Cabin (ONLY ask for Truck & NOT for Bus customers) Seats Chassis Body Vehicle life/ durability Fit & finish of the vehicle Durability of vehicle’s frames/ sub-frames Load carrying capability

Q58. Based on your past 6 months usage of this vehicle, have you had any
problem with any of the following aspects of the product? (Record code in the table below) 1. Yes 2. No

Q59. If coded “1” in Q58. How many problems have you had? (Record
number of problems in the table below; ASK FOR EACH ASPECT).

Q60. If coded “1” in Q58. Was the problem resolved to your satisfaction?
(Record code in the table below) 1. Yes, I took it to the dealer/ workshop who rectified the problem 2. No, I took it to the dealer/ workshop who could not rectify the problem 3. No, I haven’t taken it to the dealer/ workshop Product quality attributes Engine Transmission/ gear box Suspension Brakes Tyres & Battery Steering Q58 Q59 Q60

A B C D E F

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G H I J K L M N

Cabin (ONLY ask for Truck & NOT for Bus customers) Seats Chassis Body Vehicle life/ durability Fit & finish of the vehicle Durability of vehicle’s frames/ subframes Load carrying capability

Q61. FOR THOSE EXPERIENCING A PROBLEM, PLEASE LIST DOWN UP TO 3
PROBLEMS IN ORDER OF SEVERITY. ASK: You said you had a problem with _________ (MENTION CATEGORY WHERE 1 CODED IN Q58). Please tell me the three most bothersome problems you have experienced. (Note: Mention the category of the problem such as engine, transmission etc. along with the description of the problem) Most severe problem Category: ____________________________ Most severe ________________________________________________________________ 2nd Most severe problem Category: ____________________________ 2nd Most severe Problem: ___________________________________________________________________ 3rd Most severe problem Category: ____________________________ 3rd Most severe Problem: ___________________________________________________________________ Problem:

Q62. Thinking about your OVERALL experience using this vehicle, how would
you rate it in terms of overall product quality? 1. Poor 2. Fair 3. Good 4. Very good 5. Excellent Q63. Is there any specific product feature/ specification/ technical aspect that you would like Ashok Leyland to improve/ add in future for this particular application? _____________________________________________________________________________ ___________ _____________________________________________________________________________ ___________

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SECTION 6 – Vehicle Service Experience (SERVICE Section)
Interviewer Note: Please explain that this section is about the after-sales service details for this particular vehicle. Also note that this section will be SKIPPED for respondents being taken from “Sales only” database. In case the respondent is not the person servicing the vehicle or does not know enough about the servicing issues to answer this section, please check the relevant persons’ contact details. Any question on service that the respondent is unsure of should be checked with this person over the phone. IF ANY PART OF THIS SECTION IS ANSWERED BY ANOTHER PERSON, RECORD THAT PERSON’S DETAILS BELOW: NAME OF RESPONDENT FOR ____________________________________________________ THIS SECTION:

CONTACT NUMBER FOR RESPONDENT WHO ANSWERED THIS SECTION: ______________________________

Q64. What is your servicing frequency for this vehicle in terms of kilometers?
(Record in ‘000 kms) _________________ (‘000 kms) Q65. How frequently do you service this vehicle at an authorized Ashok Leyland dealer? 1. Almost every month 2. Once every 2 months 3. Once a quarter 4. Once every 5/6 months 5. Others (specify):__________________

Q66. When did you get this vehicle’s last service/ repair done at an authorized
Ashok Leyland dealer? (Record MMYY) _________________ (MMYY) Q67. Where was the last service performed? 1. At dealer’s service facility (took the vehicle to the dealer workshop) 2. On site (the dealer sent it’s mechanic/ staff to my place for servicing) Q68. Was the last service free or paid? 1. Free service 2. Paid service Q69. How did you know it was time to take the vehicle in for service? 1. Finished a specific number of months since the earlier service 2. Finished a specific number of kilometers since the earlier service 3. Vehicle completed a specific long haul route 4. Vehicle had some problem that needed to be fixed 5. Others (specify):__________________

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Q70. What 1. 2. 3. 4. 5.

type of service did you need to do on the most recent occasion? Routine maintenance service only Routine maintenance with some minor repairs Minor repairs only Routine maintenance with major repairs Major repairs only

Q71. Could you briefly describe the type of routine maintenance and/ or repairs you did last time? _____________________________________________________________________________ ___________ _____________________________________________________________________________ ___________

Q72. Thinking about your experience of giving this vehicle for service, how would
you rate the workshop infrastructure attributes listed below? (Choose one of the five options in the show card against each attribute. Read out each attribute) 1. Poor 2. Fair 3. Good 4. Very good 5. Excellent Attributes Recor d Ratin g

ASK ALL RESPONDENTS A Experience level of the mechanics ASK ONLY THOSE WHO TOOK VEHICLE TO THE DEALERSHIP B Accessibility of the workshop C Cleanliness of the workshop D Range & adequacy of facilities (resting room, water, toilets etc.) E Convenient workshop opening/ closing timing ASK ONLY THOSE WHO HAD THE SERVICE DONE ON-SITE F Adequate number of mechanic/ staff who came for servicing G Mechanic/ staff was adequately equipped with necessary tools to service the vehicle Q73. Thinking about your experience while giving the vehicle in for service, which of the following apply to your experience? Activity ASK ALL RESPONDENTS A Was there a problem getting appointment for service on the day/ time you wanted? B Was the availability of servicing timings convenient? ASK ONLY THOSE WHO TOOK VEHICLE TO THE DEALERSHIP Yes No

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C D E F G H

Was there adequate parking space for vehicles waiting being taken in for service? Was there enough front office reception counters to give the vehicle in for service quickly? Was there any facility for drinking water? Were the toilets clean? Was there a separate resting area available for the drivers? Was there a suggestion box available?

Q74. Thinking about your experience with the service representative you
interacted with, how would you rate the attributes listed below? (Choose one of the five options in the show card against each attribute. Read out each attribute)? 1. Poor 2. Fair 3. Good 4. Very good 5. Excellent Attributes Recor d Ratin g

ASK ALL RESPONDENTS A Politeness/ courtesy extended by representative B Ability of representative to listen patiently & understand vehicle problem C Thoroughness of checking vehicle condition & service needs ASK ONLY THOSE WHO TOOK VEHICLE TO THE DEALERSHIP D Time taken by representative to attend to you E Amount of time taken to accept your vehicle for servicing ASK ONLY THOSE WHO HAD THE SERVICE DONE ON-SITE F Competence of the person sent to manage the service work needed

Q75. Thinking about your experience with the service representative that you
interacted with, which of the following apply to your experience? Activity ASK ALL RESPONDENTS A Did the representative ask questions to understand vehicle specific problems? B Did the representative clarify the coverage of various services and repair work under warranty before starting the service? C Was the representative willing to accept the vehicle for free service? D Did you need the representative to take the vehicle for road trial to understand specific problem? E Did the representative take your vehicle for a road trial to understand specific problem? ASK ONLY THOSE WHO TOOK VEHICLE TO THE DEALERSHIP F Were vehicles serviced in the order in which they arrived for Yes No

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service (no preferential treatment given to vehicles arriving later)? ASK ONLY THOSE WHO HAD THE SERVICE DONE ON-SITE G Did the service representative reach on-site at the committed time?

Q76. Thinking about your service experience, how would you rate the attributes
listed below? (Choose one of the five options in the show card against each attribute. Read out each attribute)? 1. Poor 2. Fair 3. Good 4. Very good 5. Excellent Attributes Recor d Ratin g

ASK ALL RESPONDENTS A Thorough check up of vehicle & assessment of all service/ repair work required B Amount of time taken for service/ repair C Explanation of service work carried out (at the time of delivery) D Quality of service/ repair job carried out E Ease of processing paperwork & payment

Q77. Thinking about your service experience, which of the following apply to your
experience? Activity ASK ALL RESPONDENTS A Were you provided an estimate of service work & cost prior to servicing? B Were you provided an estimate of time required for servicing? C Did you sign a job order form prior to starting the servicing? D Was the work done explained to you? E Was a test drive/ trial given to you after the repair to explain fixing a specific problem? (Code “NA” in case respondent had no experience with this attribute) F Was the billing/ invoicing accurate? G Was the final bill amount close to the original estimate? H_1 Did you use the mobile service van for your service/ repair? H_2 Ask if “Yes” in H_1. Was the mobile service van assistance provided on-time? ASK ONLY THOSE WHO TOOK VEHICLE TO THE DEALERSHIP I Was the vehicle returned washed & clean when returned after service? J Was the delivery given at the promised time? K If “no” in J. Were you informed of the delay in delivery in advance? Yes No

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ASK ONLY THOSE WHO HAD THE SERVICE DONE ON-SITE L Did the service representative complete the service within the estimated time? M Did the service representative offer to wash & clean the vehicle?

Q78. How many days did it take for the servicing to be completed? (Record in
days; In case of same day delivery after service, record 1 day) ____________________ Days Q79. How does the number of days taken to deliver after service compare with your expectations on delivery? 1. Better than expected 2. Same as expected 3. Worse than expected Q80. Was there a recurrence of a service/ repair problem for which you had previously given the vehicle in for service? 1. Yes 2. No (SKIP TO Q83)

Q81. If coded “1” in Q80. Including this visit, how many times did you take the
vehicle back again for the same service/ repair problem? 1. Once, only this visit 2. Twice 3. More than twice

Q82. If coded “1” in Q80. Was this service/ repair problem finally resolved at
this visit? 1. Yes, fully resolved 2. No, only partially resolved 3. Not resolved Q83. Did you need to replace any spare parts during the service/ repair? 1. Yes 2. No (SKIP TO Q86) Q84. How would you rate each of the following activity related to spare parts? A B C D Activity Were the spare parts used original? Was the replaced spare part new? Did you feel that the replacement of parts was absolutely necessary? Were the replaced parts given back to you on demand? Yes No

Q85. Thinking about the spare parts, how would you rate the attributes listed
below? (Choose one of the five options in the show card against each attribute. Read out each attribute) 1. Poor 2. Fair

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3. Good 4. Very good 5. Excellent Attributes Recor d Ratin g

A B

Availability of spares Quality of spares

Q86. Thinking about the cost of service/ repair, how would you rate the attributes
listed below? (Choose one of the five options in the show card against each attribute. Read out each attribute)? 1. Poor 2. Fair 3. Good 4. Very good 5. Excellent Attributes Recor d Ratin g

A B C

Cost of consumables (oil, lubricants etc.) Cost of spare parts Labour cost

Q87. How would you rate your dealer on OVERALL experience during the
vehicle servicing process? 1. Poor 2. Fair 3. Good 4. Very good 5. Excellent Q88. What would be one thing that this dealer could have done to improve your vehicle service experience? _____________________________________________________________________________ ___________ _____________________________________________________________________________ ___________ Q89. Have you ever had an emergency vehicle breakdown during the ownership of this particular vehicle? 1. Yes 2. No (SKIP to Q91) Q90. Did the dealer provide assistance in the vehicle breakdown situation e.g.

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towing the vehicle etc.? 1. Yes 2. No but it would have been nice if they did 3. No I didn’t need it

Q91. Have you ever had an accident repair work during the ownership of this
particular vehicle which was done under insurance? 1. Yes 2. No (SKIP to Q93) Q92. Did the dealer provide assistance in managing your insurance claims? 1. Yes 2. No but it would have been nice if they did 3. No I didn’t need it Q93. Have you ever serviced any of your Ashok Leyland vehicles at unauthorized dealers/ local mechanics? 1. Yes 2. No (SKIP to Q95) Q94. What was the main reason for servicing at unauthorized dealers/ local mechanics? _____________________________________________________________________________ ___________ _____________________________________________________________________________ ___________

Q95. Regardless of whether or not you have availed of these services, what would
be your preference towards certain services in the future? (Choose one of the four options against each attribute listed below)

1. 2. 3. 4.

Something Something Something Something

that I MUST have i.e. is a basic requirement that I would CERTAINLY LIKE to have that I would be DELIGHTED to have I don’t really care about so much Reco rd Ratin g

Attributes

A B C D E F

A facility/ service to provide driving training to my existing drivers A facility/ service to provide training to my drivers that can help them fix minor problems on their own A counselling session to driver on areas like safety driving, maintenance tips etc. while they wait for vehicle to get serviced Accommodation to drivers in case the service work is happening overnight A facility to train my mechanics for regular maintenance activities Nationwide vehicle recovery/ towing facility in case of breakdowns/

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G H I J K L M

accidents Books/ manuals on vehicle maintenance (in local language) Provision of a mobile service van for offsite service/ repair needs Videos on vehicle maintenance (in local language) Service reminder SMS sent to my mobile phone Service reminders sent through emails Availability of service on Sundays Availability of overnight service facility

SECTION 7 – Cost of Ownership

Q96. Thinking about the cost of ownership aspects, how would you rate the
attributes listed below? (Choose one of the five options in the show card against each attribute. Read out each attribute) 1. Poor 2. Fair 3. Good 4. Very good 5. Excellent Attributes Recor d Ratin g

A B C D E

Price of the vehicle Resale value for a 3 year old vehicle Annual maintenance cost Annual repair cost Annual operating cost (i.e. driver salaries, fuel, consumables etc.)

Q97. Could you provide an estimate of cost items listed in the table below (in
rupees)? (Please note the unit such as annual, monthly etc. and ask the question appropriately) Cost Items A B C D E F G H Cost of routine maintenance Cost of repairs Cost of spares Cost of consumables Cost of fuel Cost of driver salary/ allowances Cost of insurance Cost of road tax/ permit Unit (in Rupees) Annual (if vehicle since purchase) Annual (if vehicle since purchase) Annual (if vehicle since purchase) Annual (if vehicle since purchase) Cost per month Cost per month Annual cost Annual cost < 12 months old then < 12 months old then < 12 months old then < 12 months old then Rupees

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SECTION 8 – Overall Experience

Q98. Thinking of your experience at the time of vehicle purchase, usage &
servicing, how would you rate Ashok Leyland (the brand) overall? 1. Poor 2. Fair 3. Good 4. Very good 5. Excellent

Q99. Thinking of your experience at the time of vehicle purchase and during
servicing, how would you rate Ashok Leyland’s dealer overall? 1. Poor 2. Fair 3. Good 4. Very good 5. Excellent

Q100.

How would you rate Ashok Leyland and its dealer on your intention to recommend, revisit for service & re-purchase? (Choose one of the four options in the show card against each attribute. Read out each attribute)? 1. Not at all likely 2. Not very likely 3. Somewhat likely 4. Very likely Attributes Recor d Ratin g

A B C D E

Recommend Ashok Leyland vehicle to others wanting to buy a commercial vehicle Re-purchase Ashok Leyland vehicle for your future needs Recommend this particular Ashok Leyland dealer to others who might want to buy a commercial vehicle Revisit this particular Ashok Leyland dealer for future servicing Re-purchase a vehicle from this particular Ashok Leyland dealer in the future

SECTION 9 – Demographics & Profile

Q101.

Could you tell us your year of birth? (Record YYYY) _________________ (YYYY)

Q102. 1. 2. 3. 4.

What is the highest education that you have attained? Literate but no formal education School up to SSC/ HSC Diploma/ some college but not a graduate Graduate – general

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5. 6. 7. 8. Q103.

Graduate – professional Post graduate – general Post graduate – professional Others (please specify):________________________________________ Top two newspaper that you prefer to read

First: _____________________________________________________________________________ __ Second: _____________________________________________________________________________ Q104. Top two magazines that you prefer to read

First: _____________________________________________________________________________ __ Second: _____________________________________________________________________________ Q105. Top two TV programs that you prefer to watch

First: _____________________________________________________________________________ __ Second: _____________________________________________________________________________

Q106.

Most preferred timing of watching TV program? (Record time as a number as well as AM or PM) _________________

Q107. In case our client wants to contact you again for some clarifications, are you agreeable to it? 1. Yes 2. No Thank You!

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ANEXXURE 2
PICTURES OF Ashok Leyland vehicles

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