Ashok Leyland

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I want to thank my teacher and guide Prof.Shibashish Chakraborty, for his help in synthesizing and developing the material in this project and for his overall management of this project without whose help it wouldn’t have been possible for us to take the task to subsequent levels.

I am also grateful to my company guide from Ashok Leyland, Lucknow, Mr. Nalin Malik for constant input and guidance from an industry point of view which eventually helped us to understand the outlying market.

Finally, Survey was possible only because of customers to talk frankly about their successes and challenges, about their business and technical issues. These customers are listed in a special section at the end of the book.

I would also like to thank my fellow college mates in helping us out with the project in terms of suggestion and brainstorming while doubt clearing sessions.


A customer profile provides a clear picture of the type of person or business, a company is currently serving or planning to serve which is a very essential criterion for the success of any business. This information helps in driving a company’s marketing strategy, promotional design, and sales tactics. So is helpful for Ashok Leyland. Thus as Ashok Leyland is trying to identify the buying behavior of different customers groups, therefore it wants to characterize the segments of customers in the concerned market.

Ashok Leyland basically needs to know demographics of the private passenger customers, when they buy the products, how often and how long they use, how much they pay, what motivates them to choose one vehicle over another, and much more. All these information can be well analyzed through the customer profiling. Typically the customer profile will include customer demographics, buying patterns, and psychographic characteristics, which help determine why customers buy and their lifestyles preferences. And thus any industry or company will be in a better position once the customer profiling is done for its current customers.

Also one more important factor for any company seems to evolve as Buying Behavior. Basically it is the decision processes and acts of people involved in buying and using products. Customer Buying Behavior refers to the buying behavior of the ultimate customer.

We need to understand:
Why customers make the purchases that they make?
What factors influence customer purchases?
The changing factors in our society.

Thus a firm needs to analyze buying behavior for:
Buyer’s reactions to a firms marketing strategy has a great impact on the firm’s success. •The marketing concept stresses that a firm should create a Marketing Mix (MM) that satisfies (gives utility to) customers, therefore need to analyze the what, where, when and how customers buy. •Marketers can better predict how customers will respond to marketing strategies.


Introduction 8
Main Text 12
Limitation 16
Significance to the company16
Perception Analysis20
P – E GAP Analysis23
Buying Behavior29
Statistical Analysis
1.Factor Analysis31
a)Private (S T A Permit Holder) Segment33
b)School Bus Owner Segment38
c)Tourist Segment44
2.Cluster Analysis49
a)Final Output55

The project involves with the study of customer behavior & attributes related purchases of Ashok Leyland buses. Basically the passenger buses have been divided into 3 important segments:

1.LCV (Light Weight Vehicles)
2.MDV (Medium Weight Vehicles)
3.HCV (Heavy Weight Vehicles).

These buses are positioned to cater the needs of three basic segments in the market of Lucknow. These...
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