A Project Report OnSTUDY OF CUSTOMER SATISFACTION & PERCEPTION ABOUT ASHOK LEYLAND LIGHT COMMERCIAL VEHICLE IN LUCKNOW CITY, UTTER PRADESH ___________________________________________Under the Supervision ofMS. Samina Sadiq

Submitted By

(Ankit Gupta)

in partial fulfillment of the requirementfor the award of the degree

OfMaster of Business Administration

April - May 2015

Bonafide Certificate

BONAFIDE CERTIFICATE

Certified that this project report entitled Study Of Customer Satisfaction & Perception About Ashok Leyland Light Commercial Vehicle In Lucknow City, Utter Pradesh is the bona-fide work of Mr. Ankit Gupta for the award of Master of Business Administration from Sikkim Manipal University carried out under my supervision.

SIGNATURE SIGNATURE

HEAD OF THE DEPARTMENT FACULTY IN CHARGE

DECLARATION

I,Ankit Gupta student of Master of Bussiness Administration (MBA) year 2013-2015 from Sikkim Manipal University declare that this project is our original work and it has not previously formed the basis of award of any degree or similar other title.

Ankit Gupta Roll No. : ____________ MBA 4th Sikkim Manipal University

ACKNOWLEDGEMENTS

The research on Study Of Customer Satisfaction & Perception About Ashok Leyland Light Commercial Vehicle In Lucknow City, Utter Pradesh has been given to me as part of the curriculum in the completion of Degree in Management. I have tried my best to present this information as clearly as possible using basic terms that I hope will be comprehended by the widest spectrum of researchers, analysts and students for further studies. I have completed this study under the able guidance and supervision of Ms. Samina Sadiq.I will be failed in my duty if I do not acknowledge the esteemed scholarly guidance, assistance and knowledge I have received from them towards fruitful and timely completion of this work. Mere acknowledgement may not redeem the debt I ocompany to my parents for their direct/indirect support during the entire course of this project. I also thankful to my friend who helped me a lot in the completion of this project.

PREFACE

If company can compare marketing to a long train with a multiple compartment then every bogies represent different aspect of marketing. Marketing strategy formulation depends upon the every aspect of related terms and marketing research plays vital roles to connect each compartment to form a cohesive functional unit. The automotive industry is at the center of Indias new global dynamic. It plays major roles in retaining manufacturing industry growth over 12.5% per annum The motivation behind the project was to gain clear understanding about marketing research. Through this project I have tried to understand the complexities involved in gathering of data for drawing inferences .The final objective is to produce a result that is accurate, useful, and free from bias and helps in the successful completion of my MBA course. The project has been presented in a simple format.

Executive Summary

Satisfaction is a persons feeling of pleasure or disappointment resulting from a comparing perceived performance in relation to his or her expectation. If the performance falls short of expectation, the consumer is dissatisfied. If the performance matches the expectations, he consumer is satisfied. If the performance exceeds expectation, the customer is highly satisfied or delighted. In todays competitive scenario firms consistently tries to satisfy his existing customer to get more customers in every regards. To meet the desired expectation of customers companies has to look around all aspects of products services and of course market condition, otherwise they may be out of the race. Automobile industry has the same competitiveness and every firm in the industry is consistently working for enhancing their product and services. I have conducted a study on Customer Satisfaction by studying the overall administration. During the course of my studies, I got detailed information about ASHOK LAYLAND; its organization & administration. I have analyzed the sales & service procedure of the company. I have collected the data by random sampling method. I have placed conclusions with some recommendations. Because of time constraint I have judged the customer satisfaction with limited ratios & study of problem in brief.

Table of content

CONTENTPAGE NO.

Acknowledgment

Preface

Executive summary

Company Profile

Introduction of Customer Satisfaction

Research Methodology

Analysis Interpretation

Limitation

Suggestion and Conclusion

Bibliography

Appendix

COMPANY PROFILEAshok LeylandAshok Leyland Limited

TypePublic

TradedasBSE:500477NSE:ASHOKLEY

IndustryAutomotive

Founded07 September 1948

HeadquartersChennai,Tamil Nadu,India

Area servedWorldwide

ProductsAutomobiles,engines,commercial vehicles

Revenue99.43 billion(US$1.6billion) (2014)

Net income0.29 billion(US$4.6million) (2014)

Number of employees15,812 (2011)

ParentHinduja Group

SubsidiariesEnnore foundries LimitedAutomotive Coaches and Components LimitedGulf-Ashley Motors LimitedAshley Holdings LimitedAshley Investments LimitedAshley Design and Engineering Services (ADES)Avia Ashok LeylandAshok Leyland Defence Systems (ALDS)Ashok Leyland Project Services LimitedLanka Ashok Leyland PLC[1]

Websitewww.ashokleyland.comwww.lal.lk

Ashok Leylandis anIndianautomobilemanufacturing company based inChennai, India. Founded in 1948, it is the 2nd largest commercial vehicle manufacturer in India, 4th largest manufacturer of buses in the world and 16th largest manufacturer of trucks globally. Operating six plants, Ashok Leyland also makes spare parts and engines for industrial and marine applications. It sells about 60,000 vehicles and about 7,000 engines annually. It is the second largest commercial vehicle company in India in the medium and heavy commercial vehicle (M&HCV) segment with a market share of 28% (200708). With passenger transportation options ranging from 19 seaters to 80 seaters, Ashok Leyland is a market leader in the bus segment. The company claims to carry more than 60 million passengers a day, more people than the entire Indian rail network. In the trucks segment Ashok Leyland primarily concentrates on the 16 ton to 25 ton range of trucks. However Ashok Leyland has presence in the entire truck range starting from 7.5 tons to 49 tons. With a joint venture withNissan Motorsof Japan the company made its presence in the Light Commercial Vehicle (LCV) segment (