EXECUTIVE SUMMARY

Customer service is the service provided to customers before, during and after
purchasing and using goods and services. Good customer service provides an
experience that meets customer expectations. It produces satisfied customers. Bad
customer service can generate complaints. It can result in lost sales, because
consumers might take their business to a competitor. Good customer service involves
developing bonds with customers, hopefully leading to long term relationships. It
creates advantages for both customers and the business alike. Customers benefit
because the business is providing a service that meets their needs. The business
benefits because satisfied customers are likely to be repeat customers. They will stay
with the business. However, good customer service is not easily achieved. It takes time
to establish. It requires investment to deliver consistent standards.

The aim of the project was to conduct a survey and analyse the stand of Ashok Leyland
products in the local market of Jabalpur, Madhya Pradesh and its territories which
include Katni,, Sagar, Damoh, Jabalpur etc. In the survey conducted, every potential
customer including those who already owned the company’s product has been visited
individually. The people were asked to fill a form prepared by us and answer a set of
questions to get the maximum information from them. Further, based on the inputs,
the data was compared with the various competitors of the company. Comparison
includes various parameters which were helpful in deciding the strong and weak areas
of the companies and also in the identification of the region where the position of the
company is strong.

Customer service is the service provided in support of the company’s core products.
Good customer service is the lifeblood of any organization. It generates barriers to
competition, customer loyalty and makes the company’s activities more efficient.

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 OBJECTIVES OF THE STUDY

Primary Objectives:-

1. To identify the effectiveness of the various before and after-sales services

provided by Anil Ashok Leyland.

2. To study the role of multifarious services in moulding the customer attitude

towards heavy commercial vehicles of the organization.

3. To analyse the level of services provided by Anil Ashok Leyland in comparison

to other competitive firms.

Secondary Objectives:-

4. In addition to the above stated objectives, an insight into the following fields
was also an important aspect of the study. These include: identifying trade fair
as an important promotional tool and understanding the ways of dealing with
various customer problems.

SECTOR PROFILE

2
 Indian Automotive Industry

Introduction

The Indian automotive industry has emerged as a 'sunrise sector' in the Indian economy.
India is emerging as one of the world's fastest growing passenger car markets and
second largest two wheeler manufacturer. It is also home for the largest motor cycle
manufacturer and fifth largest commercial vehicle manufacturer.

India is emerging as an export hub for sports utility vehicles (SUVs). The global
automobile majors are looking to leverage India's cost-competitive manufacturing
practices and are assessing opportunities to export SUVs to Europe, South Africa and
Southeast Asia. India can emerge as a supply hub to feed the world demand for SUVs.

India also has the largest base to export compact cars to Europe. Moreover, hybrid and
electronic vehicles are new developments on the automobile canvas and India is one of
the key markets for them. Global and Indian manufacturers are focussing their efforts
to develop innovative products, technologies and supply chains.

The automotive plants of global automakers in India rank among the top across the
world in terms of their productivity and quality. Top auto multinational companies
(MNCs) like Hyundai, Toyota and Suzuki rank their Indian production facilities right
on top of their global pecking order.

Key Statistics

The amount of cumulative foreign direct investment (FDI) inflow into the automobile
industry during April 2000 to January 2013 was worth US$ 7,653 million, amounting to
4 per cent of the total FDI inflows (in terms of US$), as per data published by
Department of Industrial Policy and Promotion (DIPP), Ministry of Commerce.

The Indian small and light commercial vehicle segment is expected to more than
double by 2015-16 and grow at 18.5 per cent compound annual growth rate (CAGR)
for the next five years, according to a report titled, 'Strategic Assessment of Small and
Light Commercial Vehicles Market in India' by Frost & Sullivan.

The light commercial vehicles (LCV) market - both passenger and goods carrier is
estimated to register a sales growth of around 20 per cent during FY 2012-FY 2015, as
per a RNCOS report titled, "India LCV Market Outlook".

India is the world's second-largest heavy commercial vehicle market. The RNCOS
report, "India MCV and HCV Market Outlook", observed that infrastructure boom and
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emergence of hub and spoke model, among other factors have given a new dimension
to the medium and heavy goods carrier commercial vehicles' sector in India. It is
anticipated that the sales of medium and heavy commercial (M&HC) goods carriers
will increase at a CAGR of more than 10.5 per cent during 2011-12 to 2014-15.

In another RNCOS research report, "Indian Automobile Sector Analysis", the

production of passenger vehicle is forecast to grow at a CAGR of around 11 per cent
from 2009-10 to 2012-13, and domestic volume sales at a CAGR growth of around
12 per cent.

Major Developments & Investments

 Yamaha Motor Co (YMC) has announced to set up its fifth global research and
development (R&D) centre at its Greater Noida facility.

 Honda Cars India Ltd (HCIL) plans to invest Rs 2,500 crore (US$ 462.11
million) at its Tapukara plant in Rajasthan. The company plans to set up a new
assembly line for car with an installed annual capacity of 120,000 units.

 Isuzu Motors plans to set up its greenfield manufacturing facility in Andhra

Pradesh (AP), for pickup trucks or LCV and SUV, with an investment of
Rs 1,500 crore (US$ 277.26 million) over 5-7 years.

 Volvo plans to expand car operations in India. The company looks to drive in
new models in the market apart from increasing its sales network.

 Global ultra-luxury car maker, Rolls-Royce Motor Cars, plans to launch

exclusive 'India Edition' cars in 2013. The car maker would come up with a
customised edition of its Phantom and Ghost models for Indian buyers.

 Escorts Ltd has inked a partnership with Italy-based BCS SpA to distribute and
sell the speciality Ferrari brand of tractors in India.

 TVS Motor and BMW AG's motorcycle division have announced a deal to
jointly develop bikes that would give the Indian automaker access to BMW
technology. TVS Motor and BMW will develop motorcycles in the sub 500 cc
segment.

 Bajaj Auto and Kawasaki Heavy Industries plan to take their partnership to
Indonesia, under which select Bajaj products will be assembled at the Kawasaki
facility and distributed through its network.
 Bajaj Auto also plans to become the first Indian automobile company to
manufacture a street bike, with a made in India motorcycle tag, in the US. The
Indian company will manufacture this product for its partner KTM AG.

4
Government Initiatives

The Government of India allows 100 per cent FDI in the automotive industry through
automatic route.

Some of the highlights of the Union Budget 2012-13:

 The auto industry is encouraged by 5 years extension of 200 per cent weighted
deduction of R&D expenditure under Income Tax Act and also introduced the
weighted deduction of 150 per cent for expenditure on skills development.
These measures will help the industry improve its products and performance.

 The increase in customs duty on cars and multi-utility vehicles (MUVs) valued
above US$ 40,000 from 60 per cent to 75 per cent seems to be a step to
encourage local manufacturing, value addition and employment.

 Also, the concessional import duty on specified parts of hybrid vehicles has
been extended to lithium ion batteries and other parts of Hybrid vehicles. This
will help the industry to achieve better cost efficiency

The Government of India plans to push the supply of vehicles powered by electricity
over the next eight years. It is expected that there will be a demand of 5-7 million
electricity-operated vehicles by 2020. The Government also plans to introduce fuel-
efficiency ratings for automobiles to encourage sale of cars that consume less petrol or
diesel, as per Mr Veerappa Moily, Union Minister for Petroleum and Natural Gas.

The rapid improvement in infrastructure, huge domestic market, increasing

purchasing power, established financial market and stable corporate governance
framework have made the country a favourable destination for investment by global
majors in the auto industry, as per Automotive Mission Plan (AMP) (2006-16). The
AMP aims at doubling the contribution of automotive sector in gross domestic
product (GDP) by taking the turnover to US$ 145 billion in 2016 with special emphasis
on export of small cars, MUVs, two & three wheelers and auto components.

Employment Opportunities

India today is well known as a potential emerging automobile market and jobs in the
automobile industry are rising. Several foreign investments are pouring into Indian
automobile industry. It has become a major three-wheeler market and two-wheeler

5
manufacturer in the world. India is also the second largest manufacturer of tractors.
Candidates with bachelor's degree in mechanical, electrical or automobile engineering
are eligible to get good job opportunities in automobile companies.

For the candidates with diploma courses and ITI courses there are many opportunities
in this industry. Automobile companies even require IT specializations. While
technical education is offered by plenty of engineering and polytechnic colleges in
India,. the eligible candidates are selected by the companies. The considerable wide
scope of Automobile sector, it is not that surprising that more and more candidates
are dreaming to develop a career in Automobile Industry. With foreign automobile
companies like Volkswagen, Audi, Renault etc coming in and targeting India as a base
for manufacturing cars, the scope for a career in Automobile Industry is rising rapidly.

Achievements

The development story of the Indian automobile industry cannot be complete without
mentioning the Pioneer Mr. J.R.D Tata's role in setting up the Tata group with high
standard Engineering Research Centre (ERC) in 1965 to facilitate technological
advancement. Pioneering the indigenization of scientific knowledge for trucks in
collaboration with Mercedes Benze and launched Maruti 800 in the year 1983 which
changed the dynamics of the passenger car sector in India. It was also known as the
people's car. 60% of the Indian commercial vehicle market is dominated by Tata
Motors.

 The first automobile was launched in India in the year 1897 in Bombay.

 Today India is being recognized as a potential emerging auto market.

 The industry adds up foreign players to their investments.

 80% of the segment size is contributed by two-wheelers & motorcycles.

 Indian passenger vehicle market is dominated by cars (79%) unlike the USA.

 India is the largest three-wheeler & two-wheeler market in the world. It is

second largest tractor manufacturer in the world, fifth largest commercial
vehicle manufacturer in the world.

 India crossed the 1 million mark as the fourth largest car market in Asia recently.
 The industry is expected to grow to US$ 40 billion by 2015 from the current level
of US$ 7 billion in 2008. By the year 2016 the industry is expected to contribute
10% of the nation's GDP.

 Very recently history has been created in the world of Automobile Industry by
Ratan Tata, Chairman (Tata Motors) by launching the world's cheapest car
NANO. The price of the car was around one lakh which gained instant

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 recognition in the automobile industry across the globe. It heralded the coming
to age of the Indian Automobile Industry.

 India is the second Largest Producer of Motorcycles in the world (5.2 Mln) after
China which has a production volume of 12 Mln.

Road Ahead

India is expected to become the 11th largest market for Renault by the end of 2013, as
per Mr Carlos Ghosn, Chairman and CEO, Renault. India is expected to be a critical
global hub for the firm along with Brazil, Russia and, perhaps, another country in the
ASEAN region.

Additionally, the vision of AMP 2006-2016 aims India "to emerge as the destination of
choice in the world for design and manufacture of automobiles and auto components
with output reaching a level of US$ 145 billion accounting for more than 10 per cent of
the GDP and providing additional employment to 25 million people by 2016."

Moreover, the introduction of alternative fuels like hydrogen and bio fuels needs to be
promoted to ensure sustainability of the industry over the long term.

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 Heavy Commercial Market in India

Heavy Vehicles Market in India comprises of trucks, Machines, Ambulances, and

School Buses. The popular heavy vehicle brands in India are Volvo, Eicher, Tata, Telco,
Ashok Leyland, Bajaj Tempo, and Swaraj Mazda.

Following are the major players in the Indian heavy vehicles market:

Ashok Leyland: A major manufacturer in the Heavy Vehicles Market in India, Ashok
Leyland has been leading in its technology and innovation. Its product ideas are being
utilized by many other commercial vehicle companies. Factories are located at
Bhandara, Hosur, Alwar, and Ennore.

Eicher Motors Limited: Founded in 1982, Eicher is a leading manufacturer of trucks

and buses. It has technological expertise from Mitsubishi Motors Corporation of
Japan. Its operations are located at Thane and Pitampur.

Tata Motors Limited: Began its heavy vehicles manufacture in 1983. In 2005 it
manufactured 'Tata Ace' a mini truck. Heavy vehicle brands under its banner are
Novus trucks, Starbus and Globus buses, and defense vehicles.

Swaraj Enterprise Limited: It is known for its tractor manufacture both in India as
well as USA. Swaraj Mazda Limited was promoted in 1983 and today it is a large
manufacturer of heavy vehicles. Some of its products are school buses, CNG buses, fire
brigades, ambulances, etc.

Force Motors Limited: Formerly known as Bajaj Tempo Limited, Force had started
operating in 1950 and has been successfully manufacturing heavy commercial vehicles
along with other vehicles since then. Its operations are at Pithampur and Akurdi.

AMW: Asia Motor Works Ltd. (AMW) manufactures commercial vehicle, auto
components, fully built vehicles and forged components, in India. Founded in 2002,
AMW has won CV of the year 2008 from NDTV profit car and bike Awards & “CV
Innovation of the Year” for 2010 from CV Magazine & Zee Business News

BharatBenz: BharatBenz is an exclusive brand to represent the entire Daimler India

commercial vehicles (DICV) portfolio of trucks from 6 10 49 tons, a 100% subsidiary of
Daimler AG. To communicate that trucks are designed especially for the Indian
market, “Bharat” part of the brand name means “India” in various Indian languages.

8
 COMPANY PROFILE

Ashok Leylands

Hinduja Group
The Hinduja Group is a multi-billion dollar, transnational conglomerate. The Group
was founded by Shri P.D. Hinduja in 1914 whose credo was,
"My duty is to work so that I can give."
The Group's activities span across three core areas: Investment Banking, International
Trading and Global Investments. It also supports charitable and philanthropic
activities across the world through the Hinduja Foundation. As part of its Global
investments, the Group owns businesses in Automotive, Information Technology,
Media, Entertainment & Communications, Banking & Finance Services, Infrastructure
Project Development, Oil and Gas, Power, Real Estate, Trading and Healthcare.
With operations across 35 countries, the Group employs over 65,000 people
worldwide.

Overview of Ashok Leyland

For over six decades, Ashok Leyland has been moving people and goods, touching you
and millions across 50 countries worldwide. Today, they are the flagship of the Hinduja
Group, one of the largest commercial vehicle manufacturers in India with a turnover of
US $ 2.5 billion in 2011-12 having consistently delivered profits to its
stake-holders since inception.

Their buses safely carry 70 million passengers to their destinations every day. Close to
700,000 of its vehicles keep the wheels of economies turning and, as the largest supplier
of logistics vehicles to the Indian Army, they play a critical role in keeping our borders
safe.

For the customers, they are committed to provide transport solutions that offer the best
operating economics while for users of their vehicles, comfort and safety. This has
driven them to pioneer concepts that have become industry norms fueled both by their
robust inherent R&D capabilities and the strength of strategic alliances forged with
global technology leaders.

Headquartered in Chennai, India, its manufacturing footprint is pan-India with two

facilities in Prague (Czech Republic) and Ras Al Khaimah (UAE).

9
To offer the customers more from its stable of offerings, the organisation have inked
50:50 Joint Ventures (JV) with Nissan Motor Company (Japan) for Light Commercial
Vehicles and John Deere (USA) for construction equipment. The JV with Continental
AG (Germany) is for developing automotive Infotronics while the one with the Alteams
Group is for producing high press die casting extruded aluminum components for both
the automotive and telecommunication sectors.

History of Ashok Leyland

1948-The birth of Ashok Motors

Founded by Raghunandan Saran, Ashok Motors
was set up in collaboration with Austin Motor
Company, England and incorporated on
September 7th for the assembly of Austin cars.

1950-Ashok Motors and Leyland, UK

agree to collaborate
An agreement was reached between the two
companies and Ashok Motors got sole rights to
import, assemble and progressively manufacture
Leyland trucks for seven years.

10
 1954-Government approval for
manufacture of commercial vehicles
The Government approved the progressive
manufacture of Leyland commercial vehicles
and a license for the manufacture of 1,000
Comets a year was granted.

1955-Ashok Motors becomes Ashok

Leyland
Named after Raghunandan’s son, Ashok, the
company was renamed ‘Ashok Leyland’ with
equity participation from Leyland Motors, Ltd.

1997-India’s first CNG bus launched

As a major step in developing alternate fuel
for mass transportation, India’s first CNG-
powered bus was handed over to the BEST
(Brihan Mumbai Electricity Supply and
Transport), Mumbai

11
 2007-Joint Venture forged with
Nissan Motor Company, Japan
For manufacture and marketing of Light
Commercial Vehicles

2010-The U-Truck platform launch

The new, future-ready U-Truck platform
entered the market with the promise of a
holistically superior level of trucking.

2011-A full range player with DOST

Entry into the LCV segment

12
 2011-Enters the construction
equipment space
October 2011 saw the launch of a
new brand – LEYLAND DEERE –
and the unveil of the first product
from the Ashok Leyland – John
Deere joint venture – the 435
Backhoe Loader.

2012-U-3723
Introduced India’s first 37-tonne
haulage truck with the highest
payload of up to 27 tonnes

13
Services Offered by Askoh Leyland

Dealer Locator:

Finding one of their dealers is now really easy. All one has to do is to enter the
information sought, as to what the specific requirements are and, a satellite screen
opens up indicating exactly where one is, where one is headed and all the touch points
along one’s way indicating all the facilities available at each of them.

Leyland Direct:

With Leyland Direct we are just a call away 24x7. This toll free helpline is your single
window to us for all your needs. Accessible from all mobile and landline networks, you
can reach us for breakdown assistance, complaints or any information regarding our
products, service or channel. We can respond to you in more than 8 local languages.

Customer Care Packages:

We provide comprehensive, ‘cashless’ vehicle insurance benefit that helps put your
vehicle back on road quickly. It includes Own Damage (OD) and Third Party (TP)
insurance from reputed insurance companies with whom we have tied up. You benefit
upfront from attractive rates on OD premiums and transparency in pricing. We
provide ‘Quality Rebuilt Engines’ at Economic Prices. If you have any problems with
your engine or you need to overhaul it or get warranty post the overhaul, this service
of Ashok Leyland will ensure that your vehicle is not off the road for long. Just drive
your vehicle to their nearest Dealer point and exchange your old engine with a ready–
made reconditioned engine. You can drive your vehicle back on the very same day.

Leyparts:
We offer crankshafts, gears and shafts, crown wheel and pinion, filters, brake linings,
clutch plates and pressure, face plates, cylinder liners, pistons and rings, hubs and
brake-drums, thinwall bearings, ball and roller bearings, gasket kit, trailer axle
assembly, King Pin Kit and Tie Rod End Kit, water pump assembly and kits, oil pump
assembly and Ashok Leyland Genuine Oil through the brand name “Leyparts”.

14
 Sales and Service network:

Our all-India sales, service and parts network promises easy access to customers
anywhere in the country.
We have
 4 Zonal offices, 10 Regional offices and 26 Area Offices
 More than 450 touch points for offering sales, service and parts support
 Around 300 Highway mechanic tie-ups for GQ corridor support
 Nearly 100 dealer outlets for industrial and marine engines
 Over 5000 plus outlets for Leyparts, genuine spares for our products serviced by five
warehouses
Together they form the vital link between us and our customers, however distant they
may be located offering quality service to derive the best of our products, day after
day.

Alert:
"Alert" is a GPS-based Telematics Services for vehicle tracking and data & voice
communication designed for the Fleet Operators, Public Utility Services, Passenger
Bus corporations & Operators. Alert brings Telematics Services in one powerful,
technology-driven solution to improve viability of the Transportation Industry by
provision of state-of-art, innovative, user friendly and cost effective services with
proven Return On Investment.

15
Associate Companies of Ashok Leyland

Ashok Leyland Project Services Ltd.

Ashok Leyland Project Services Ltd. assists the investment entities of the Group to
identify and implement successfully projects and provides professional services to
international companies interested in projects in India. Specialised services include
undertaking pre-investment, project development - feasibility studies, appraisals,
development of joint ventures, company formation and other professional services that
are designated to deliver project opportunities from concept to commissioning.

Hinduja Foundries Ltd. (HFL)

Hinduja Foundries Ltd (HFL): Established in 1959, Hinduja Foundries is India's
largest automotive jobbing foundry with production capacity of 125,000 MT in Grey Iron
and 3000 MT in aluminum gravity die castings per annum. Certified to ISO - 9001 and
QS 9000 Quality systems, HFL is also largest manufacturers of Cylinder Block and
Cylinder head castings in India.

16
 Hinduja Leyland Finance
Incorporated in November 2008, Hinduja Leyland Finance (HLF), jointly promoted
by Ashok Leyland and the Hinduja Group, was formed to provide finance for the
purchase of vehicles or equipment. HLF received the NBFC License in March 2010 and
have started operations with an equity of Rs. 225 crores. The strength of the Company
lies in its core competence in fund-based lending for a diversified portfolio of
Commercial Vehicles, Cars, Construction Equipment, Tractors and Used Vehicles and
its network that covers 19 states with over 275 locations.

Lanka Ashok Leyland (LAL)

Lanka Ashok Leyland (LAL): Established in 1982, this is a venture with the
Government of Sri Lanka in which we have 28% equity holding. We supply chassis in
both completely built-up and knocked down conditions to LAL, which, in turn,
assembles the chassis and builds bodies for the local market. LAL has also established a
fully owned subsidiary called Lanka Ashok Leyland Services, which takes care of
marketing and after-sales service including sale of spares.

17
 Type Public

Traded as BSE: 500477

NSE: ASHOKLEY

Industry Automotive

Founded 1948

Headquarters Chennai, Tamil Nadu, India

Area served India, Sri Lanka, Bangladesh

Products Automobiles, engines,commercial vehicles

Revenue 133.59 billion (US$2.4 billion) (2012)

Net income 56.5 billion (US$1.0 billion) (2012)

Employees 15,812 (2011)

Parent Hinduja Group

Subsidiaries Ennore foundries Limited

Automotive Coaches and Components Limited
Gulf-Ashley Motors Limited
Ashley Holdings Limited
Ashley Investments Limited
Ashley Design and Engineering Services (ADES)
Avia Ashok Leyland
Ashok Leyland Defence Systems (ALDS)
Ashok Leyland Project Services Limited
Lanka Ashok Leyland[1]

Website www.ashokleyland.com

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 INTRODUCTION OF ANIL ASHOK LEYLAND
Anil motors an authorized dealer of Ashok Leyland commercial vehicles
since October 2011. Anil motors provides sales- service- and spare facility
for new and existing Medium and Heavy commercial vehicle of Ashok
Leyland. Our office is located in Mahakoshal area bundelkhand area
namely JABALPUR, KATNI, SAGAR, MANDLA, DAMOH, DINDORI and
UMARIYA.

The group has other has business as well namely Anil transport, Anil
brother and Anil oil agency. .

TERRITORY OF ANIL MOTORS

 JABALPUR: 3 S
 KATNI: 1 S
 UMARIYA: 1 S
 MANDLA: 1 S
 DINDORI: 3 S
 SAGAR: 3 S
 DAMOH: 1 S
 Narsingpur: 1 S

Mission and vision of Anil Ashok Leyland

 Vision :-
A strong commitment to innovation and excellence followed by a comprehensive
quality assurance philosophy in whatever we do uploading the endurance, ethical
practice and a staunch belief in its value system.

 Mission :-

19
 The quest for excellence is to be augmented by our people and their pride
in belonging to through team work, change in mind set and operational efficiency. Our
brand name is to gain market recognition and become competitor’s envy and customer
delight.

 Company Profile:-

Group: - Anil Group

Company : - Anil Motor Authorized dealer of Ashok Leyland

 Management :-

 Mr.Ashok Jain :- Business Partner

 Mr. Anil Jain :- Business Partner
 Mr. Raj Kumar Jain :- Business Partner

 Corporate Office :-Jabalpur

 Branch :-

 Katni
 Mandla
 Damoh
 Narsingpur

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Products offered by Ashok Leyland

Light Vehicles Buses

Defence Power Solutions

21
 RESEARCH METHODOLOGY

Meaning of Research
Research can be defined as a scientific and systematic search for pertinent information
on a specific topic. Research comprises defining and redefining problems, formulating
hypothesis or suggested solutions; collecting, organizing and evaluating data; making
deductions and reaching conclusions; and at last carefully testing the conclusions to
determine whether they fit the formulating hypothesis. The search for knowledge
through objective and systematic method of finding solution to a problem is research.

The Advanced Learner’s Dictionary of Current English lays down the meaning
of research as “a careful investigation or inquiry specially through search for
new facts in any branch of knowledge”.

Methodology is the way to systematically solve the research problem. Research

methodology just does not deal with research methods but also considers the logic
behind the methods. It may be understood as a science of studying how research is
done scientifically and systematically. In studying research problem along with the
logic behind them it is necessary for the researcher to know the research methods,
techniques. He must also clearly understand the producer would apply to the problem
given to him. All this means that it is necessary for the researcher to design
methodology from problem to problem.

Research methodology may be summarized in the following steps –

1. Defining the research objective.

2. Preparing the research design.

3. Implementation of the research design

Objectives of Research

22
The purpose of research is to discover answers to questions through application of
scientific procedures. The main aim of research is to find out the truth which is hidden
and which has not been discovered as yet. Though each research study has its own
specific purpose, the general objectives of any research are as under:

 To gain familiarity with a phenomenon or to achieve new insights into it.

 To portray accurately the characteristics of a particular individual, situation or
a group.
 To determine the frequency with which something occurs or with which it is
associated with something else.
 To test a hypothesis of a casual relationship between variables.

Motivation in Research
The possible motives for doing research may be either one or more of the following:

 Desire to get a research degree along with its consequential benefits.

 Desire to face the challenge in solving the unsolved problems, that is, concern
over practical problems initiates’ research.
 Desire to get intellectual joy of doing some creative work.
 Desire to be of service to society.
 Desire to get respectability.

However, this is an exhaustive list of factors motivating people to undertake research

studies. Many more factors such as

 Directives of government
 Employment conditions
 Curiosity about new things
 Desire to understand casual relationships
 Social thinking and awakening etc.: may as well motivate or compel people to
perform research operations.

Types of Research

23
 Descriptive vs. Analytical Research

Applied vs. Fundamental Research

Quantitative vs. Qualitative Research

Conceptual vs. Empirical Research

Research Process
Research process consists of series of actions or steps necessary to effectively carry out
research and the desired sequencing if these steps. The research process consists of
the following steps:

a) Formulating the research problem

b) Extensive literature survey

c) Developing the hypothesis

d) Preparing the research design

e) Determining sample size

f) Collecting the data

g) Execution of the project

h) Analysis of data

i) Hypothesis testing

j) Generalizations and interpretation

24
 k) Preparation of the report or presentation of the results

Flowchart of the Research Process

Review the literature

Review concepts
and theories Analyz
Define Design
e data Interpret
research Formulate research
Collect data (test and report
problem hypotheses (including
Review previous (execution) hypot
sample
research finding heses
design)
if any)
II

Criteria of Good research

Systematic

Good
Replicable Research Logical
Is :

Empirical

Methods of Collection of Data

25
The task of data collection begins after a research problem has been defined and
research design chalked out. While deciding about the method of data collection to be
used for the study, the researcher should consider the two types of data namely:
primary data and secondary data. The primary data are those which are collected
afresh and for the first time, and thus happen to be original in character. The
secondary data, on the other hand, are those which have already been collected by
someone else and which have already been passed through the statistical process.

Data Collection Methods

Primary Data Secondary Data

 Observation  Government
Method publications
 Interview Method  Reports of committees
 Questionnaires and commissions
 Information from  Publications and
local sources or reports of Trade
correspondents associations and
 Schedules filled by Chambers of commerce
enumerators  Journals and Papers
 Research work done by
scholars in the
universities and
institutions
 Publications of
international bodies
 Market reviews and
reports

Research for the Project

26
Data Collection Method

The data for the project report on ‘A study on the effectiveness of services provided
to customers” at Anil Ashok Leyland, Jabalpur, has been procured from both the
primary and secondary sources.

Primary data is one which is based on first- hand information and is collected directly
from the respondents. The respondents for the aforesaid study comprises of regular
users of the heavy commercial vehicles.

Secondary data, on the other hand, is one which has already been collected and
published. This method played a vital role to accumulate the requisite information
about the automobile sector and the company.

Thus, the facts and figures so presented in the report revolve around the data collected
through both the mediums.

Sample Plan

“Sample size is the number of observations used for calculating estimates of a given
population.”

The sample size for the above stated report is 100 customers.

27
 DATA ANALYSIS AND INTERPETATION

Graphical Representation 1:

Q1.How would you rate the after sales services provided by Anil Ashok
Leyland?

10% 5%

20% Satisfactory
Average
65%
Not- satisfactory
Poor

Interpretation:

After-sales services are an important tool to retain the satisfied customers.

The above graph is a representation of the level of satisfaction of the customers

towards the after sales services provided by the organisation. From the graph it can be
concluded that a majority of the customers using the vehicles of the company are
satisfied with the additional services provided to them.

On the other hand, a very few percentage of the total users rate the after sales services
on an average scale. While only 15% of the customers are either not satisfied or rate it
to be poor.

28
Graphical Representation 2:

Q2. Are the vehicle of Ashok Leyland is maintenance free as compared to

its competitors?

2%

20%

78%

Yes No May be

Interpretation:

The above graph represents the customers’ perception in terms of the maintenance of
the vehicle.. About 78% of the buyers are of the view that Ashok Leyland vehicle is
maintenance free.About 20% of the buyers feels that Ashok Leyland vehicle is not
maintenance free.

Graphical Representation 3:

29
Q3. Are you satisfied by the 24 x7 mobile van facility provided at Anil Ashok
Leyland?

90
80
70
60
50
40
30
20
10
0
Yes No Can't say

Interpretation:

The mobile van facility helps the consumer to avail the repair help and to meet any
problem with the vehicle at anytime and anywhere.

A large number of users, of the various types of vehicles manufactured by the

company, are satisfied with the timely and efficient mobile van facility extended by
Anil Ashok Leyland on behalf of the company.

On the other hand, there are very few consumers who have not yet consumed this
service or are not satisfied with this particular facility.

Graphical Representation 4:

30
Q4.What are your views about the location of the workshop?

Easily Accessible
Not accessible

Interpretation:

The above pie diagram is a representation of the opinions of the customers with
reference to the location of the workshop. An easy access to the workshop is essential
to ensure uninterrupted operations.

More than half of the users are highly satisfied with the setting of the workshop and
find it easily accessible. While there are some users who find that the place of the
workshop is not easy to access.

Graphical Representation 5:

31
Q5.Are you satisfied by the behaviour of employees while they provided
services?

10%

9%

Yes
No
Sometimes

81%

Interpretation:

The pictorial representation above is a depiction of the satisfaction of the customers

on account of the employees’ behaviour while they provided them the services. The
behaviour of employees’ is one of the key factor in retaining and attracting customers.

About 81% customers are content by the type of service and the manner in which
various services were executed by the employees. While only 9% customers were not
pleased with the manner in which such services were provided. Also, there are very
few customers who sometimes found the employees’ behaviour suitable to their needs.

Graphical Representation 6:

32
Q6. In your opinion, are the services provided within the stipulated time?

Yes No Sometimes

5%
17%

78%

Interpretation:
The availability of services at the required time is a must for the smooth working of an
organisation. Henceforth, it is an imperative on the part of Anil Ashok Leyland to fulfil
the service requirements within the desired duration.

The pie diagram above represents the extent to which the company is capable of
providing the services to its customers. Nearly 78% of the consumers agree to the fact
that they are able to benefit from the services within the stipulated time span.

While, out of the total consumers, 17% are those who find that services weren’t
available within the needed time. Also, 5% find that not very often they were provided
with timely services.

Graphical Representation 7:

33
Q7. How would you rate the cost of repairs charged by Ashok Leyland in
comparison to its competitors?

70

60

50

40

30

20

10

0
Costly Affordable Cheap Can'tsay

Interpretation:

The above graph is a representation of customers’ perception about the

cost of repairs charged by the company in comparison to its competitors.

From the above graph it can be inferred that the repair cost paid by the
users at Ashok Leyland is considerably higher in relation to its
competitors. A high number of users support this. While quite a few users
find the cost to be cheaper and affordable.

Graphical Representation 8:

34
Q8.Are the spare parts readily available in comparison to the competitive
firms?

3%

Yes
45% 52%
No
Sometimes

Interpretation:
The above graph is a representation of the availability of spare parts with reference to
the other competitive firms. About 45% of the users are of the view that the spare
parts for their respective vehicles are not readily available.

While still, a large percentage of the users, nearly 53% users face a problem in
procuring the spare parts for their vehicles.

Also, there are 3% of the users who faced a problem in procuring the spare parts only
sometimes.

Graphical Representation 9:
35
Q9. Are you satisfied by the infrastructural facility provided at Anil Ashok
Leyland?

Yes
No
Can't say

Interpretation:
The above pie diagram is a representation of the level of customer satisfaction towards
the infrastructural facilities provided by Anil Ashok Leyland. A majority of the
candidates, about 85%, are pleased with the physical setting of the company.

However, only a negligible percentage of users are not convinced with the
infrastructural facilities.

36
Graphical Representation 10:

Q10. How would you rate the overall services provided at Ashok Leyland?

Satisfactory Average Not-satisfactory Poor

9%

10%

23% 58%

Interpretation:
The pictorial representation above indicates the overall satisfaction level of the
consumers with respect to the multifarious activities offered by Anil Ashok Leyland.

In the comprehensive analysis of the satisfaction level, about 58% of the buyers find
the varied services satisfactory. About 23% of the buyers’ rate the total services offered
on an average scale. While about only 10% of the beneficiaries of services are not
satisfied with the extended services.

37
 FINDINGS AND RECOMMENDATIONS

Findings

The main findings of the research can be highlighted as under:

1. A majority of the customers (65%) using the vehicles of the company are satisfied
with after- sales services provided by Anil Ashok Leyland.

2. The new idea of 24 X 7 mobile van facility is well accepted by the consumers.

3. The infrastructural facilities are quite satisfactory as well as there is greater

accessibility to the workshops.

4. The manners in which services are extended by the employees are highly appreciated.

5. Anil Ashok Leyland has an edge over its competitors with reference to:

 Providing services within a stipulated time span.

 Readily availability of spare parts.
 Availability of spare parts at reasonable price.

6. Market share improve from 10% in 2010 to 35% in 2013. It results in drastic change
in market share.

7. The miscellaneous activities offered by Anil Ashok Leyland are the major source of
soared customer delight.

8. The sales promotion plays an effective role in expanding the customer base.

9. The main focus of the organization is on to provide quality product and services
without much consideration to price factor.

10. In last 1year Ashok Leyland started four new dealers in Mahakoshal &
BhundelKhand area and one driving school in Chindwara. It result a big change
in market share of Ashok Leyland in this area.

38
 CONCLUSION

“The goal as a company is to have a customer service that is not just

the best, but legendary.”

Customer service is the critical factor for success in business. An

organisations’ customer service must be better than its competitors if the
main criteria is to attract and retain customers. It is imperative to note that
the greatest profits result from retention, loyalty and repurchase rather than
new customer acquisition.

The above report on “The study of effectiveness of services provided to

customers at Anil Ashok Leyland” was an effort to understand the various
services provided and the nature of such services. It can be concluded that a
majority of the customers are highly satisfied with the additional facilities
extended to them.

Customer service is the service provided in support of the company’s core

products. Good customer service is the lifeblood of any organization. It
generates barriers to competition, customer loyalty and makes the
company’s activities more efficient.

Recommendations

39
 1. The various spare parts are not as easily available as compared to the
competitive firms. Henceforth, it is suggested that such spare parts be
readily made available.

2. Ashok Leyland should expand its product range with reference to light
commercial vehicles.

3. The organization is recommended to establish its service centers in

nearby districts and areas.

4. In addition to the above mentioned suggestions, it is also advised that

company should increase its promotional activities in order to enhance
the level of customer awareness.

Bibliography

40
Books:-
1. Customer Service Management By Retailers Association Of India

Indira Gandhi National Open

University

2. Services Marketing By S.M Jha

Himalaya Publishing House

Links:-
www.ashokleyland.com

en.m.wikipedia.org/wiki/Customer_service

ANNEXURE

Sample Questionnaire

Name:

Occupation:

Contact Details:
41
Q1.How would you rate the after sales services provided by Anil Ashok
Leyland?

 Satisfactory  Not-satisfactory
 Average  Poor

Q2.Are the vehicle of Ashok Leyland is maintenance free as compared

to its competitors?

 Yes  No
 May be

Q3. Are you satisfied by the mobile van facility provided at Anil Ashok
Leyland?

 Yes  Can’t say

 No

Q4.What is your views about the location of the workshop?

 Easily Accessible  Can’t say

 Not Accessible

Q5.Are you satisfied by the behaviour of employees while they

provided services?

 Yes  Sometimes
 No

42
Q6. In your opinion, are the services provided within the stipulated
time?

 Yes  Sometimes
 No

Q7. How would you rate the cost of repairs charged by Anil Ashok
Leyland in comparison to its competitors?

 Costly  Cheap
 Affordable  Can’t say

Q8. Are the spare parts readily available in comparison to the

competitive firms?

 Yes  Sometimes
 No

Q9. Are you satisfied by the infrastructural facility provided at Anil

Ashok Leyland?

 Yes  Can’t say

 No

Q10. How would you rate the overall services provided at Anil Ashok
Leyland?

 Satisfactory  Average

43
  Not-satisfactory  Poor

Q11. Any other suggestion to improve the services at Anil Ashok

Leyland?

...............................................................................................................
............................................................................................................

44
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