1

CHAPTER I
INTRODUCTION
1.1 About the study
What is CRM?
CRM stands for Customer Relationship Management. It is a process or methodology
used to learn more about customers' needs and behaviors in order to develop stronger
relationships with them. There are many technological components to CRM, but thinking about
CRM in primarily technological terms is a mistake. The more useful way to think about CRM is
as a process that will help bring together lots of pieces of information about customers, sales,
marketing effectiveness, responsiveness and market trends.
CRM helps businesses use technology and human resources to gain insight into the
behavior of customers and the value of those customers.
CRM Definition
Customer Relationship Management (CRM) is an information industry term for
methodologies, software, and usually Internet capabilities that help an enterprise manage
customer relationships in an organized and efficient manner. In many cases, an enterprise builds
a database about its customers. This database describes relationships in sufficient detail so that
management, salespeople, and customer service reps can access information; match customer
needs with product plans and offerings; remind customers of service requirements; know what
other products a customer had purchased; etc.
1. Operational CRM
Operational CRM means supporting the so-called "front office" business processes,
which include customer contact (sales, marketing and service). Tasks resulting from these
processes are forwarded to employees responsible for them, as well as the information necessary
2

for carrying out the tasks and interfaces to back-end applications are being provided and
activities with customers are being documented for further reference.
2. Analytical CRM
In analytical CRM, data gathered within operational CRM are analyzed to segment
customers or to identify cross- and up-selling potential. Data collection and analysis is viewed as
a continuing and iterative process. Ideally, business decisions are refined over time, based on
feedback from earlier analysis and decisions. Business Intelligence offers some more
functionality as separate application software.
3. Collaborative CRM
Collaborative CRM facilitates interactions with customers through all channels (personal,
letter, fax, phone, web, e-mail) and supports co-ordination of employee teams and channels. It is
a solution that brings people, processes and data together so companies can better serve and
retain their customers. The data/activities can be structured, unstructured, conversational, and/or
transactional in nature.


Collaborative CRM provides the following benefits:
- Enables efficient productive customer interactions across all communications channels.
- Enables web collaboration to reduce customer service costs.
- Integrates call centers enabling multi-channel personal customer interaction.
- Integrates view of the customer while interaction at the transaction level.
On-premise CRM is appropriate for:
- Companies seeking to implement highly customized customer-management practices
- Companies that need specialized data structures
3

- Companies with complex or real-time integration requirements
- Companies with available in-house IT resources and support systems
- Companies who can afford the up-front capital investment and fixed costs
On-demand/hosted CRM is appropriate for:
- Customers seeking to implement standard processes from a variety of industries and
companies
- Companies that are able to use standard data structures
- Companies with more basic integration requirements
- Companies with limited technical resources and support personnel
- Companies seeking variable pricing and lower up-front costs
- Companies dealing with non-proprietary data
1.1.1 NEED FOR STUDY
In this competitive environment customer relationship in very important for every
organization to earn more profit and customer. So this study is to find out the actual relationship
level between the customer and employees.

1.1.2 OBJECTIVES
Primary Objectives
To analysis the customer relationship management in Ashok Leyland,
Hosur.
Secondary Objectives
To know the level of satisfaction among customer about Ashok Leyland
company products.
The understand relationship between the customer and the organization.
To study abut problems by both customer and the organization while
practices CRM.
4

To know the performance towards customer of Ashok Leyland.
To get suggestion from the customer for improve the CRM in Ashok
Leyland.
1.2 Industry profile
Starting its journey from the day when the automobile rolled on the streets of Mumbai in
1898, the Indian automobile industry has demonstrated a phenomenal growth to this day. Today,
the Indian automobile industry presents a galaxy of varieties and models meeting all possible
expectations and globally established industry standards. Some of the leading names echoing in
the Indian automobile industry include Ashok Leyland, Tata Motors, Mahindra and Mahindra,
and Hindustan Motors in addition to a number of others.
During the early stages of its development, Indian automobile industry heavily depended
on foreign technologies. However, over the years, the manufacturers in India have started using
their own technology evolved in the native soil. The thriving market place in the country has
attracted a number of automobile manufacturers including some of the reputed global leaders to
set their foot in the soil looking forward to enhance their profile and prospects to new heights.
Following a temporary setback on account of the global economic recession, the Indian
automobile market has once again picked up a remarkable momentum witnessing a buoyant sale
for the first time in its history in the month of September 2009.
The automobile sector of India is the seventh largest in the world. In a year, the country
manufactures about 2.6 million vehicles making up an identifiable chunk in the world annual
production of about 73 million vehicles in a year. The country is the largest manufacturer of
motorcycles and the fifth largest producer of commercial vehicles. Industry experts have
visualized an unbelievably huge increase in these figures over the immediate future. The figures
published by the Asia Economic Institute indicate that the Indian automobile sector is set to
emerge as the global leader by 2012. In the year 2009, India rose to be the fourth largest exporter
of automobiles following Japan, South Korea and Thailand. Experts state that in the year 2050,
India will top the car volumes of all the nations of the world with about 611 million vehicles
running on its roads.
5

At present, about 75 percent of India automobile industry is made up by small vehicles,
with the figure ranking the nation on top of any other country on the globe. Over the next two or
three years, the country is expecting the arrival of more than a dozen new brands making
compact car models.
Recently, the automotive giants of India including General Motors (GM), include Ashok
Leyland, Tata Motors, Mahindra and Mahindra, and Hindustan Motors have declared significant
expansion plans. On account of its huge market potential, a very low base of car ownership in the
country estimated at about 25 per 1,000 people, and a rapidly surging economy, the nation is
firmly set on its way to become an outsourcing platform for a number of global auto companies.
History of the Automobile industry in India
The economic liberalization that dawned in India in the year 1991 has succeeded in
bringing about a sustained growth in the automotive production sector triggered by enhanced
competitiveness and relaxed restrictions prevailing in the Indian soil. A number of Indian
automobile manufacturers including Tata Motors include Ashok Leyland, Tata Motors,
Mahindra and Mahindra, and Hindustan Motors, have dramatically expanded both their domestic
and international operations. The country active economic growth has paved a solid road to the
further expansion of its domestic automobile market. This segment has in fact invited a huge
amount of India-specific investment by a number of multinational automobile manufacturers. As
a significant milestone in its progress, the monthly sales of passenger vehicles in India exceeded
100,000 units in February 2009.
The beginnings of automotive industry in India can be traced during 1940s. After the
nation became independent in the year 1947, the Indian Government and the private sector
launched their efforts to establish an automotive component manufacturing industry to meet the
needs of the automobile industry. The growth of this segment was however not so encouraging in
the initial stage and through the 1950s and 1960s on account of nationalization combined with
the license raj that was hampering the private sector in the country. However, the period that
followed 1970s, witnessed a sizeable growth contributed by tractors, scooters and commercial
vehicles. Even till those days, vehicles were something of a sort of a major luxury. Eventually,
6

the country saw the entry of Japanese manufacturers establishing Maruti Udyog. During the
period that followed, several foreign based companies started joint ventures with Indian
companies.
During 1980s, several Japanese manufacturers started joint-ventures for manufacturing
motorcycles and light commercial-vehicles. During this time, that the Indian government
selected for a joint-venture to produce small vehicles. Following the economic liberalization in
1991 and the weakening of the license raj, several Indian and multi-national car companies
launched their operations on the soil. After this, automotive component and automobile
manufacturing growth remarkably speeded up to meet the demands of domestic and export
needs.
Experts have an opinion that during the early stages the policies and the treatment by the
Indian government were not favorable to the development of the automobile industry. However,
the liberalization policy and various tax reliefs announced by the Indian government over the
recent past have pronounced a significantly encouraging impact on this industry segment.
Estimates reveal that owing to several boosting factors, Indian automobile industry has been
growing at a pace of about 18% per year. Therefore, global automobile giants like Volvo,
General Motors and Ford have started looking at India as a prospective hot destination to
establish and expand their operations.
Like many other nations India highly developed transportation system has played a very
important role in the development of the country economy over the past to this day. One can say
that the automobile industry in the country has occupied a solid space in the platform of Indian
economy. Empowered by its present growth, today the automobile industry in the country can
produce a diverse range of vehicles under three broad categories namely vehicles, two-wheelers
and heavy vehicles.
The first motor truck was built in 1896 by the German automotive pioneer Gottlieb
Daimler. Daimler's truck had a four-horsepower engine and a belt drive with two forward speeds
and one reverse. It was the first pickup truck. Daimler also produced the world's first motorcycle
in 1885 and the first taxi in 1897.
7

TowTrucks:
The towing industry was born in 1916 in the city of Chattanooga, after Ernest Holmes,
Sr., a native Chattanoogan, helped a friend retrieve his car with three poles, a pulley and a chain
hooked to the frame of a 1913 Cadillac. After patenting his invention, Holmes began
manufacturing wreckers and towing equipment for sale to automotive garages and anyone
interested in retrieving and towing wrecked or disabled autos. His first manufacturing facility
was a small shop on Market Street, just a few blocks from the museum.
Holmes business grew as the auto industry expanded and eventually its products earned
a worldwide reputation for their quality and performance. Ernest Holmes, Sr. died in 1943, and
was succeeded by his son. Ernest Holmes, Jr. ran the company until he retired in 1973. That year
the company was sold to the Dover Corporation. That same year the founders grandson, Gerald
Holmes, left the company and started a new one, Century Wreckers. He built his manufacturing
facility in nearby Ooltewah, Tennessee, and quickly rivaled the original company with his
hydraulically powered wreckers.
ForkliftTruck:
The American Society of Mechanical Engineers (ASME) defines a powered industrial
truck as a "mobile, power-propelled truck used to carry, push, pull, lift, stack, or tier materials."
Powered industrial trucks are also commonly known as forklifts, pallet trucks, rider trucks, fork
trucks, or lift trucks.
GMC Truck History:
General Motors Company trucks.
Mack Trucks, Inc.
Mack Trucks, Inc. was founded in 1900 by Jack and Gus Mack in Brooklyn, NY, and was
originally known as the Mack Brothers Company.

8

1.3 Company Profile
Ashok Leyland (NSE: ASHOKLEY, BSE: 500477) is a commercial vehicle
manufacturing company based in Chennai, India. Founded in 1948, the company is one of India's
leading manufacturers of commercial vehicles, such as trucks and buses, as well as emergency
and military vehicles. 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% (2007-08). 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 over 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. The joint venture announced with Nissan Motors of
Japan would improve its presence in the Light Commercial Vehicle (LCV) segment (<7.5 tons).


An Ashok Leyland bus run by the Chennai Metropolitan Transport Corporation


Iraq Army Ashok Leyland truck
9




A fire truck in India manufactured by Ashok Leyland
History
The origin of Ashok Leyland can be traced to the urge for self-reliance, felt by
independent India. Pandit Jawaharlal Nehru, Indias first Prime Minister, persuaded Mr
Raghunandan Saran, an industrialist, to enter automotive manufacture. The company was
established in 1948 as Ashok Motors, to assemble Austin cars. The companys destiny and name
changed soon with equity participation by British Leyland and Ashok Leyland commenced
manufacture of commercial vehicles in 1955. Today the company is the flagship of the Hinduja
Group, a British-based and Indian originated transnational conglomerate.
Early products included the Leyland Comet bus which was a passanger body built on a
truck chassis, sold in large numbers to many operators, including Hyderabad Road Transport,
Ahmedabad Municipality, Travancore State Transport, Bombay State Transport and Delhi Road
Transport Authority. By 1963, the Comet was operated by every State Transport Undertaking in
India, and over 8,000 were in service. The Comet was soon joined in production by a version of
the Leyland Tiger.
In 1968, production of the Leyland Titan ceased in Britain, but was restarted by Ashok
Leyland in India. The Titan PD3 chassis was modified, and a five speed heavy duty constant-
mesh gearbox utilized, together with the Ashok Leyland version of the O.680 engine. The Ashok
Leyland Titan was very successful, and continued in production for many years.
10

Over the years, Ashok Leyland vehicles have built a reputation for reliability and
ruggedness. This was mainly due to the product design legacy carried over from British Leyland.
Through tie-ups with global technology leaders, supplemented by in-house R&D infrastructure
and capabilities, Ashok Leyland has maintained its technological leadership even as it offers the
most comprehensive range of model configurations in its class.
Ashok Leyland had a collaboration with Hino Motors, Japan from whom the technology
for the H-series engines was bought. Many indigenous versions of H-series engine were
developed with 4 and 6 cylinder and also conforming to BS2 and BS3 emission norms in India.
These engines proved to be extremely popular with the customers primarily for their excellent
fuel efficiency. Most current models of Ashok Leyland come with H-series engines.
In 1987, the overseas holding by Land Rover Leyland International Holdings Limited
(LRLIH) was taken over by a joint venture between the Hinduja Group, the Non-Resident Indian
transnational group and IVECO Fiat SpA, part of the Fiat Group and Europe's leading truck
manufacturer. Ashok Leylands long-term plan to become a global player by benchmarking
global standards of technology and quality was soon firmed up. Access to international
technology and a USD 200 million investment programme created a state-of-the-art
manufacturing base to roll out international class products. This resulted in Ashok Leyland
launching the 'Cargo' range of trucksb based on European Ford Cargo trucks. These vehicles
used Iveco engines and for the first time had factory-fitted cabs. Though the Cargo trucks are no
longer in production, the cab continues to be used on the 'ecomet' range of trucks.
Current status
Ashok Leyland is the second technology leader in the commercial vehicles sector of India
behind Tata Motors. The history of the company has been punctuated by a number of
technological innovations, which have since become industry norms. It was the first to introduce
multi-axled trucks, full air brakes and a host of innovations like the rear engine and articulated
buses in India. In 1997, the company launched the countrys first CNG bus and in 2002,
developed the first Hybrid Electric Vehicle.
11

The company has also maintained its profitable track record for 60 years. The annual
turnover of the company was USD 1.4 billion in 2008-09. Selling 54,431 medium and heavy
vehicles in 2008-09, Ashok Leyland is India's largest exporter of medium and heavy duty trucks.
It is also one of the largest private sector employers in India - with about 12,000 employees
working in 6 factories and offices spread over the length and breadth of India.
The company has increased its rated capacity to 105,000 vehicles per annum. Also
further investment plans including putting up two new plants - one in Uttarakhand in North India
and a bus body building unit in middle-east Asia are fast afoot. It already has a sizable presence
in African countries like Nigeria, Ghana, Egypt and South Africa.
Ashok Leyland has also entered into some significant partnerships, seizing growth
opportunities offered by diversification and globalization with Continental Corporation for
automotive infotronics; with Alteams in Finland for high pressure die casting and recently, with
John Deere for construction equipment.
[1]

The Hinduja Group also bought out IVECO's indirect stake in Ashok Leyland in 2007.
The promoter shareholding now stands at 51%.
Nissan Ashok Leyland
In 2007, the company announced a joint venture with Japanese auto giant Nissan (Renault
Nissan Group) which will share a common manufacturing facility in Chennai, India. The
shareholding structures of the three joint venture companies are:
- Ashok Leyland Nissan Vehicles Pvt. Ltd., the vehicle manufacturing company will be
owned 51% by Ashok Leyland and 49% by Nissan
- Nissan Ashok Leyland Powertrain Pvt. Ltd., the powertrain manufacturing company will
be owned 51% by Nissan and 49% by Ashok Leyland
- Nissan Ashok Leyland Technologies Pvt. Ltd., the technology development company
will be owned 50:50 by the two partners.
12

Dr. V. Sumantran, Executive Vice Chairman of Hinduja Automotive Limited and a
Director on the Board of Ashok Leyland is the Chairman of the Powertrain company and he is on
the Boards of the other two JV companies. The venture, once it takes off, will be one of the
largest investments made in automotive field in the country
iBUS
Ashok Leyland announced iBUS in the beginning of Last Year, as part of the future for
the country's increasingly traffic-clogged major cities. Launched as a concept during the Auto
Expo 2008 in India, a vehicle for a first production run of pilot models should be ready by the
end of this year. The start of full production is scheduled for 2009. The bus will probably be
equipped with an engine from the new Neptune family, which Ashok Leyland also introduced at
this exhibition, which are ready for the BS4/Euro 4 emission regulations and can be upgraded to
Euro 5.

Facilities
- The company has six manufacturing locations in India:
o Ennore and Hosur, Tamilnadu (Hosur - 1, Hosur - 2, CPPS)
o Alwar, Rajasthan
o Bhandara, Maharastra
- Ashok Leyland's Technical Centre, at Vellivoyalchavadi in the outskirts of Chennai, is a
state-of-the-art product development facility, that apart from modern test tracks and
component test labs, also houses India's one and only Six Poster testing equipment
- The company has an Engine Research and Development facility in Hosur
- The company is setting up a new Plant in the North Indian state of Uttarakhand at Pant
Nagar at an investment outlay of Rs. 1200 crores. This plant is expected to go on stream
in the year 2010. The Plant will have a capacity to produce around 40,000 commercial
vehicles and is expected to cater mainly to the North Indian market taking advantage of
the excise duty and other tax concessions
13

- The company has signed an agreement with Ras Al Khaimah Investment Authority
(RAKIA) in UAE for setting up a bus body building unit in the Middle East.
Leadership
Ashok Leyland is currently headed by Mr R. Seshasayee who is the Managing Director
since 1998. Under his leadership the company has expanded from a purely India-centric
company to a company with global focus. Mr. Seshasayee was also the President of CII
(Confederation of Indian Industry), the apex body representing Indian Industry for the year 2006-
2007.
The following are the other functional heads at Ashok Leyland:
1. Mr. Vinod Dasari - Whole Time Director
2. Mr. K.Sridharan - Chief Financial Officer
3. Mr. J.N.Amrolia, Executive Director - Construction and Allied Businesses
4. Mr. Anup Bhat, Executive Director - Strategic Sourcing
5. Mr. S.Balasubramanian, Executive Director - Projects
6. Mr. A.K.Jain, Executive Director - Project Planning
7. Mr. R.R.G.Menon, Executive Director - Product Development
8. Mr. N.Mohanakrishnan, Executive Director - Internal Audit
9. Mr. M.Nataraj, Executive Director - Global Bus Strategy
10. Mr. Rajindar Malhan, Executive Director - International Operations
11. Mr. Rajive Saharia, Executive Director - Marketing
12. Mr. Shekar Arora, Executive Director - Human Resources
13. Mr. B.M.Udayashankar, Executive Director - Manufacturing
14. Mr. A.R.Chandrasekaran, Executive Director - Secretarial and Company Secretary



14

Achievements
- At 60 million passengers a day, Ashok Leyland buses carry more people than the entire
Indian rail network
- Ashok Leyland has a near 85% market share in the Marine Diesel engines markets in
India
- In 2002, all the vehicle-manufacturing units of Ashok Leyland were ISO 14001 certified
for their Environmental Management System. First time in Indian commercial vehicle
industry
- In 2005, received the world-renowned BS7799 Certification for its Information Security
Management System (ISMS) - first time for an auto manufacturer in India
- In 2006, received the coveted ISO/TS 16949 Corporate Certification first in Indian auto
industry
- It is one of the leading suppliers of defense vehicles in the world and also the leading
supplier of logistics vehicles to the Indian Army.
Products
- Luxura
- Viking BS-I - city bus
- Viking BS-II - city bus
- Viking BS-III -city bus
- Cheetah BS-I
- Cheetah BS-II
- Panther
- 12M bus
- Stag Mini
- Stag CNG
- 222 CNG
15

- Lynx
- Double Decker
- Vestibule bus
- Airport Tarmac Coach
- Genset
Goods segment
- Comet 1611
- 1612 H
- 1613 H
- 1613 H/2 (12m Goods)
- 4/51 GS
- 1613
- Taurus 2516/2 (6x4) Tipper
- CT 1613 H/1 & H/2
- Bison Tipper
- 1613 ST (4x2)
- Taurus HD 2516MT/1 (6x4)
- Taurus 2516 - 6X4
- 2516 H (6X2)
- Taurus 2516 - 6 X 2
- 4018 Tractor
- Artik 30.14 Tractor
- Tusker Turbo Tractor 3516
- ecomet 912
- ecomet 111i



16

CHAPTER II
RESEARCH METHODOLOGY

2.1 RESEARCH DESIGN
It is a conceptual structure within which research should be conducted. Thus the
preparation of such a design facilitates research to be as efficient as possible and will yield
maximal information

2.2 SOURCE OF DATA
The task of collecting data begins after a research problem has been defined and plan is
chalked out for this study data is collected from primary and secondary sources.

PRIMARY DATA
Data are collected for the first time for a specific purpose in mind using the structured
questionnaire.
SECONDARY DATA
The data, which already collected and published, are referred. Websites, books and
magazines were referred for this purpose

2.3 TYPE OF RESEARCH
Here in order to meet the research objectives, descriptive research design is used.

17


DESCRIPTIVE RESEARCH DESIGN
Descriptive research design includes surveys and fact-finding, enquiries of different
kinds. The major purpose of descriptive research is description of the state of affairs, as it exists
at present. In social science and business research, we quite often use the term ex post facto
research for descriptive research studies. The main characteristics of this method are that the
researcher has not control over the variable; he can only report what has happened or what is
happening.

2.4 SAMPLE DESIGN
A sample plan is a definite plan for obtaining a sample from unknown population. It
refers to the technique or the procedure the researcher would adopt in selecting items for the
sample.

After deciding the research approach and instrument, the next stage is to design a
sampling plan. The selected respondents from the total population constitute what is technically
called a Sample and the selection process is called Sampling technique. The sampling plan
calls for the following decisions such as
1. Population
2. Sampling Technique
3. Sampling unit
4. Sample size
POPULATION
The first step in the sampling process is the definition of the population, which can be
defined in terms of elements, sampling units, extent and time. For the present study the
population was unknown and limited to Hosur area.
18


SAMPLING METHOD
Convenience Sampling under Non-probability sampling technique.
SAMPLING UNIT
It goes ahead with who is to be surveyed. Here the sampling unit is unknown
population

SAMPLE SIZE
The sample size selected for the survey is 150.

2.5 TOOLS FOR DATA COLLECTION
Questionnaire was the main tool for collecting the data. Hence, efforts has been taken to
construct the questionnaire in a systematic way with adequate questions to ensure the research
objectives.

DATA COLLECTION
The questionnaire was used to collect the data from the selected sample respondents.


DATA ANALYSIS
The data collected from the primary source were arranged sequentially and tabulated in
the systematic order in the master table.
19


2.6 TOOLS FOR ANALYSIS
Data collected through questionnaire were presented in a master table. From the table,
sub tables were prepared. For analysis and interpretation of the data simple statistical tools like
Simple percentage analysis and weighted average method were used.

SIMPLE PERCENTAGE ANALYSIS

Percentage refers to a special kind of ratio making comparison between two or more data
to describe relationships.
No. of respondents
Percentage of respondents = x 100
Total respondents
Chi-Square Test

This was used to find out the significance of relation between the factors that are
compared.

The quantity _
2
describes the magnitude of discrepancy between theory and
observation and we are in a position to know whether a given discrepancy between theory and
observation may be attributed to chance or whether it results from inadequacy of the theory to fit
the observed facts. If _
2
is zero it means observed and expected frequencies coincide completely.
Chisquare test (_
2
) =

i
i i
E
E O
2
) (

20

Degrees of freedom = (R-1) (C-1)
Whereas, O = Observed frequency
E

= Expected frequency
R = Number of Rows
C = Number of Columns
The calculated value of _
2
is compared with the value of _
2
for given degrees of
freedom at a certain specific level of significance (generally 5% level).
If calculated value is greater than the table value the difference is considered to be
significant and null hypothesis is rejected.

If calculated value is less than the table value the difference is not considered as
significant and null hypothesis is accepted.

2.7 LIMITATIONS OF THE STUDY:

1. The survey is limited to sample size 150 respondents only.
2. The survey is limited to the customers in Hosur only
3. Due to time constraint, study carried out in a short span of time.
4. Some respondents are not cooperating with the researcher.
The accuracy level of the survey may be affected.



21


CHAPTER III
ANALYSIS & INTERPRETATION
3.1 SIMPLE PERCENTAGE ANALYSIS
TABLE NO. 3.1.1
AGE OF THE RESPONDENT
AGE OF THE RESPONDENT NO OF RESPONDENT PERCENTAGE %
(a) < 25 yrs 27 18
(b) 25 yrs - 35 yrs 44 29.4
(c) 36 yrs 45 yrs 62 41.3
(d) > 46 yrs 17 11.3
Total 150 100
SOURCE: Primary data
INTERPRETATION;
The above table shows that 41.3% of the respondents are under the age group of 36-45
years, 29.4% and 18% of the respondent are under the age group of 25-35 years and below
25 years, 11.3% of the respondent are under the age group of above 36years.



22


CHART NO. 3.1.1
AGE OF THE RESPONDENT







18
29.4
41.3
11.3
0
5
10
15
20
25
30
35
40
45
Percentage
(a) < 25 yrs (b) 25 yrs - 35 yrs (c) 36 yrs 45 yrs (d) > 46 yrs
Age
Age of the respondent
23


TABLE NO. 3.1.2
EDUCATIONAL QUALIFICATION OF THE RESPONDENTS
EDUCATIONAL
QUALIFIFCATION
NO. OF
RESPONDENTS
PERCENTAGE %
a) SSLC 44 29
b) HSC 60 40
c) Diploma 3 2
d) Others 44 29
Total 150 100
SOURCE: Primary data
INTERPRETATION;
The above table shows that 40% of the respondents are Educational qualification of
HSC, Both 29% of the respondent are Educational qualification of SSLC and Others, 2%
of the respondent are Educational qualification of Diploma.





24



CHART NO. 3.1.2
EDUCATIONAL QUALIFICATION OF THE RESPONDENTS







29
40
2
29
0
5
10
15
20
25
30
35
40
PERCENTAGE
a) SSLC b) HSC c) Diploma d) Others
EDUCATIONAL
25


TABLE NO. 3.1.3
INCOME LEVEL OF THE RESPONDENTS
INCOME LEVEL NO. OF RESPONDENTS PERCENTAGE %
a) Below Rs. 7000 33 22
b) Rs. 7001-Rs.12000 79 53
c) Rs. 12001- RS.
15000
21 14
d) Above Rs. 15000 17 11
Total 150 100
SOURCE: Primary data
INTERPRETATION;
The above table shows that 53% of the respondents are Monthly income level of Rs.
7001-Rs.12000, 22% and 14% of the respondent are Monthly income level of Below Rs.
7000 and Rs. 12001- RS. 15000 respectively, 11% of the respondent are Monthly income
level of Above Rs. 15000.





26


CHART NO. 3.1.3
INCOME LEVEL OF THE RESPONDENT








22
53
14
11
0
10
20
30
40
50
60
a) Below Rs.
7000
b) Rs. 7001-
Rs.12000
c) Rs. 12001-
RS. 15000
d) Above Rs.
15000
INCOME LEVEL
P
E
R
C
E
N
T
A
G
E
27


TABLE NO. 3.1.4
OCCUPATION OF THE RESPONDENTS

OCCUPATION NO. OF RESPONDENTS PERCENTAGE %
a) Contract Employees 14 9
b) Private Employees 84 56
c) Owners 16 15
d) Others 36 20
Total 150 100
SOURCE: Primary data
INTERPRETATION;
The above table shows that 56% of the respondents are Occupation of Private
Employees, 20% and 15% of the respondent are Occupation of Others and Owners
respectively, 9% of the respondent are Occupation of Contract Employees.





28


CHART NO. 3.1.4
OCCUPATION OF THE RESPONDENTS







OCCUPATION
9
56
15
20
a) Contract Employees
b) Private Employees
c) Owners
d) Others
29


TABLE NO. 3.1.5
MARITAL STATUS OF THE RESPONDENTS
MARITAL STATUS NO .OF RESPONDENTS PERCENTAGE %
a) Single 34 23
b) Married 116 77
Total 150 100

SOURCE: Primary data
INTERPRETATION;
The above table shows that 77% of the respondents are Marital status of Married, 23%
of the respondent are Marital status of Single.








30


CHART NO. 3.1.5
MARITAL STATUS OF THE RESPONDENTS







MARITAL STATUS
23%
77%
a) Single
b) Married
31


TABLE NO. 3.1.7
LONG USING OF PRODUCT
PERIOD NO OF RESPONDENT PERCENTAGE (%)
(a) Below 2 years 63 42
(b) 2 years 5 years 56 37.3
(c) 5 years 8 years 24 16
(d) Above 8 years 7 4.7
Total 150 100
SOURCE: Primary data
INTERPRETATION:
The above table shows that 42% and 37.3% of the respondent are used Ashok Leyland
product for Below 2 years and 2 to 5 years respectively. 16% and 4.7% of the respondent are
used Ashok Leyland product for 5 to 8 Years and Above 8 years respectively.







32


CHART NO. 3.1.7
LONG USING OF PRODUCT







42
37.3
16
4.7
0
5
10
15
20
25
30
35
40
45
PERCENTAGE
(a)
Below 2
years
(b) 2
years
5 years
(c) 5
years
8 years
(d)
Above 8
years
PERIOD
LONG USING OF THE PRODUCT
33


TABLE NO. 3.1.8
AWARENESS OF THE RESPONDENTS

KNOW ABOUT
VEHICLE
NO. OF RESPONDENTS PERCENTAGE %
a) Friends 38 26
b) Relatives 46 30
c) Advertisement 0 0
d) Others 66 44
Total 150 100
SOURCE: Primary data
INTERPRETATION;
The above table shows that 44% of the respondents are Know about vehicle of Others,
30% and 26% of the respondent are Know about vehicle of Relatives and Friends
respectively, More (0%)respondent are not Know about vehicle of Advertisement.





34


CHART NO. 3.1.8
AWARENESS OF THE RESPONDENTS








26
30
0
44
0
5
10
15
20
25
30
35
40
45
50
a
)

F
r
i
e
n
d
s
b
)

R
e
l
a
t
i
v
e
s
c
)

A
d
v
e
r
t
i
s
e
m
e
n
t
d
)

O
t
h
e
r
s
35


TABLE NO. 3.1.9
DISTANCE TRAVELED BY THE VEHICLE IN A WEEK WITH LOAD
TABLE NO: 8
KM NO. OF RESPONDENTS PERCENTAGE %
a) Below 800 KM
16
4
b) 801 KM - 1200 KM
48
39
c) 1201KM -1600 km
41
22
d) Above 1600 KM
45
35
Total 100 100
SOURCE: Primary data
INTERPRETATION;
The above table shows that 39% of the respondents are told that distance traveled by the
vehicle in a week with load is 801 KM - 1200 KM, 35% and 22% of the respondent are
Know about vehicle of Above 1600 KM and 1201KM -1600 km respectively, 4% of the
respondent are not Know about vehicle of Below 800 KM





36


CHART NO. 3.1.9
DISTANCE TRAVELED BY THE VEHICLE IN A WEEK WITH LOAD










4
39
22
35
0
5
10
15
20
25
30
35
40
45
a) Below
800 KM
b) 801 KM
- 1200 KM
c) 1201KM
-1600 km
d) Above
1600 KM
37


TABLE NO. 3.1.10
TYPES OF COMMERCIAL VEHICLES OF THE RESPONDENTS
COMMERCIAL
VEHICLES
NO. OF RESPONDENTS PERCENTAGE %
a) TRUCK 15 10
b) TIPPER 59 39
c) TAURUS 65 44
d) OTHERS 11 7
Total 150 100
SOURCE: Primary data
INTERPRETATION;
The above table shows that 44% of the respondents are various types of commercial
vehicle of TAURUS, 39% and 10% of the respondent are various types of commercial vehicle
of TIPPER and TRUCK respectively, 7% of the respondent are various types of commercial
vehicle of OTHERS.





38


CHART NO. 3.1.10
TYPES OF COMMERCIAL VEHICLES OF THE RESPONDENTS










10
39
44
7
0
5
10
15
20
25
30
35
40
45
50
a) TRUCK b) TIPPER c) TAURUS d) OTHERS
39


TABLE NO. 3.1.11
BHARAT STAGE OF VEHICLE
BHART STAGES NO .OF RESPONDENTS PERCENTAGE %
a) BS II 51 34
b) BS III 36 24
c) OTHERS 63 42
Total 150 100
SOURCE: Primary data
INTERPRETATION;
The above table shows that 42% of the respondents are Bharat stages of OTHERS,
34% and 24% of the respondent are Bharat stages of BS II and BS III respectively,








40


CHART NO. 3.1.11
BHARAT STAGE OF VEHICLE








34
24
42
a) BS II
b) BS III
c) OTHERS
41


TABLE NO. 3.1.12
RELATIONSHIP OPINIONS OF THE RESPONDENT
OPINION NO OF RESPONDNETS PERCENTAGE (%)
a) Very Good 46 30.7
b) Good 57 38
c) Medium 33 22
d) Poor 8 5.3
e) Very Poor 6 4
Total 150 100
SOURCE: Primary data
INTERPRETATION:
The above table shows that 38% and 30.7% of the respondent are opinion of relationship
of the Company for Good and Very good respectively. 22% and 5.3% of the respondent are
opinion of relationship of the Company for Medium and Poor respectively. Remaining 4%
of the respondents are Problems faced for Very Poor.





42


CHART NO. 3.1.12
RELATIONSHIP OPINION OF THE RESPONDENT






RELATIONSHIP OPINIONS OF THE
RESPONDENTS
30.7
38
22
5.3
4
0
5
10
15
20
25
30
35
40
a) Very
Good
b) Good c)
Medium
d) Poor e) Very
Poor
OPINION
P
E
R
C
E
N
T
A
G
E
43


TABLE NO. 3.1.13
PROBLEM FACING IN ASHOKLEYLAND PRODUCT
PROBLEMS NO OF THE
RESPONDENTS
PERCENTAGE (%)
a) Mileage problems 29 19.3
b) Engine Problems 34 22.7
c) Gear & Clutch Problems 28 18.7
d) Break Related Problems 26 17.3
e) Officers response 33 22
Total 150 100
SOURCE: Primary data
INTERPRETATION:
The above table shows that 22.7% and 22% of the respondent are Problems faced for
Engine problems and officers response respectively. 19.3% and 18.7% of the respondent are
Problems faced for Mileage Problems and Gear & Clutch Problems respectively. Remaining
17.3% of the respondents are Problems faced for Military vehicle



44


CHART NO. 3.1.13
PROBLEM FACING IN ASHOKLEYLAND PRODUCT






19.3
22.7
18.7
17.3
22
0
5
10
15
20
25
P
E
C
E
N
T
A
G
E
a)
Mileage
problems
c) Gear &
Clutch
Problems
e) Officers
response
PROBLEMS
PROBLEMS FACING IN ASHOK
LEYLAND PRODUCT
45


TABLE NO. 3.1.14
SATISFACTION OF THE RESPONDENTS
SATISFACTION OF
VEHICEL
NO. OF RESPONDENTS PERCENTAGE %
a) YES 135 95
b) NO 15 5
Total 150 100
SOURCE: Primary data
INTERPRETATION;
The above table shows that 95% and 5% of the respondent are satisfied of YES and
NO respectively,








46


CHART NO. 3.1.14
SATISFACTION OF THE RESPONDENTS







SATISFACTION LEVEL
95%
5%
a) YES
b) NO
47


TABLE NO. 3.1.15
RECOMMENTATION OF THE RESPONDENTS
RECOMMENTATION OF
VEHICEL
NO. OF RESPONDENTS PERCENTAGE %
a) YES 139 93
b) NO 11 7
Total 150 100
SOURCE: Primary data
INTERPRETATION;
The above table shows that 93% and 7% of the respondent are recommend of YES and
NO respectively,








48


CHART NO. 3.1.15
RECOMMENTATION OF THE RESPONDENTS








93
7
0
20
40
60
80
100
PERCENTAGE
a) YES b) NO
RECOMENTATION
RECOMENTATION OF THE RESPONDENTS
49


TABLE NO. 3.1.16
PERFORMANCE OF THE RESPONDENTS
PERFORMENCE

NO OF THE
RESPONDENTS

PERCENTAGE

a)Growing

64 42.7
b)Declining 42 28
c)stagnant 28 18.7
d)Others

16 10.6
Total 150 100
SOURCE: Primary data
INTERPRETATION:
The above table shows that 42.7% and 28% of the respondent are Performance for
Growing and Declining respectively. 18.7% and 10.6% of the respondent are Performance
for stagnant and Others respectively.



50


CHART NO. 3.1.16
PERFORMANCE OF THE RESPONDENTS








Performence
42.7
28
18.7
10.6
51


3.2 CHI SQUARE TEST
TABLE NO. 3.2.1
USAGE OF VEHICLE AND RELATIONSHIP WITH THE COMPANY
Relationship

Very good good medium Poor.
Very
poor
TOTAL
Below 2 years 22 23 12 4 2 63
2 years -5 years 12 19 19 2 4 56
5 years-8 years 8 14 1 1 0 24
Above 8 years 4 1 1 1 0 7
TOTAL 46 57 33 8 6 150

Null Hypothesis (H0) : There is no significant difference
between usage and relationship of the company.
Alternate Hypothesis (H1) : There is significant difference
between usage and relationship of the company.






Usage
52



Level of Significance : 5%
Degrees of Freedom : (r-1) (c-1)
= (5-1) (4-1)
= 12

2
_ =
( )

|
|
.
|

\
|

E
E O
2

Calculated value
2
_ = 89.13
Table value = 21.03
CONCLUSION
Since the calculated value is greater than Table Value, we reject Null Hypothesis and
there is significant difference between usage and relationship of the company.







53


TABLE NO. 3.2.2
KILOMETER RUNNING BY VEHICLE AND PROBLEM OCCUR BY
VEHICLE

Problems
Kilometer
Mileage
problem
Engine
problem
Clutch &
gear
Break
failure
Officers
response
TOTAL
Below 800 4 5 3 2 2 16
801-1200 10 12 10 9 7 48
1201-1600 7 8 7 8 11 41
Above 1600 8 9 8 7 13 45
TOTAL 29 34 28 26 33 150


Null Hypothesis (H0) : There is no significant difference between kilometer run
by vehicle and problems of vehicle.


Alternate Hypothesis (H1) : There is significant difference between kilometer run by
vehicle and problems of vehicle.




54


Level of Significance : 5%
Degrees of Freedom : (r-1) (c-1)
= (5-1) (4-1)
= 12

2
_ =
( )

|
|
.
|

\
|

E
E O
2

Calculated value
2
_ = 7.3
Table value = 21.03

CONCLUSION
Since the calculated value is less than Table Value, we accept Null Hypothesis and there
is no significant difference between kilometer run by vehicle and problems of the vehicle.






55


TABLE NO. 3.2.3
KILOMETER RUNNING BY VEHICLE AND SATISFACTION LEVEL OF
VEHICLE

Satisfaction
level
Kilometer
Yes No TOTAL
Below 800 14 2 8
801-1200 43 5 48
1201-1600 37 4 41
Above 1600 41 4 45
TOTAL 135 15 150


Null Hypothesis (H0) : There is no significant difference between kilometer
running and satisfaction level of company


Alternate Hypothesis (H1) : There is significant difference between kilometer
running and satisfaction level of company

.

56


Level of Significance : 5%
Degrees of Freedom : (r-1) (c-1)
= (2-1) (4-1)
= 3

2
_ =
( )

|
|
.
|

\
|

E
E O
2

Calculated value
2
_ = 93
Table value = 7.82
CONCLUSION
Since the calculated value is greater than Table Value, we reject Null Hypothesis and
there is significant difference between kilometer running by vehicle and satisfaction level.








57

CHAPTER IV
FINDINGS OF THE STUDY
The study reveals the following findings
Majority (41.3%) of the respondents are under the age group of 36-45 years.
(100%) of the respondents are Male.
Majority (78%) of the respondents are School level.
Majority (51.4%) of the respondents are Employees.
(57)% of the respondent are Married
Mostly (77.3%) of respondent are not own using of the Ashok Leyland product.
Mostly (72%) of the respondent are using the MCV segmentation of the product.
Majority (42%) of the respondent are long using of the product period is below 2 Years.
Majority (62%) of the respondent are used in Commercial vehicles Truck only.
Majority (65.3%) of the respondent are not aware of product is used in Ashok Leyland
product.
Mostly (22.7%) of the respondents are Problems faced by the Engine.
(38%) of the respondents are opinion of relationships of the company is Good.
Majority of the respondent are the first rank expectation like the engine power.
Majority of the respondent are the first rank factors level of the durability tyres and other
parts.
Most of the respondents are the first rank service features about that availability of
original spare parts.
Most of the respondents are the first rank preferred safety features about the High road
grip

58

CHAPTER V
SUGGESTIONS
The company has to take the price level is satisfied with the company product.
The company may increase in the Heavy commercial vehicles is more than sales in the
customers opinions.
Levels of satisfaction towards the product are to be increased in the minds of the
customers by promoting various sales promotion techniques.
Sales to be increased for various models prevailing in the market.
Customer dealing with the indirect sales in the market. The relationship of the company
and customer is mostly intermediately dealers.
On your company product Engine Power is satisfied. But the product problems of the
engine are very low quality level of the company products.
Sales may be increased in the truck and bus only. But similar sales in the market other
then vehicles. So increase in the productively other than products.
The customer and Management relationship is satisfied level of the product level side.
Relationship between the customer and management is may be required then more
number of the service outlets provided.






59

CHAPTER VI

CONCLUSION
Thus it is conclude that majority of respondents were relationship with the dealers only.
The company should make their customer by using the product for long period. Present day
Ashok Leyland product enjoys the status of and emerging market. The Ashok Leyland product of
developed in the south India only. But North India is run with the Tata Motors. In No.1 position
in the markets may be Tata Motors. Skilled and managerial labor and technical man power are
such as that they match the best available in the world. A combination of these factors
contributes to India having a district and a cutting edge in the globe.












60

APPENDIX
A STUDY ON EXISTING CRM MEASURES & SATISFACTION LEVEL OF
COMMERCIAL VEHICLE CUSTOMER OF ASHOK LEYLAND AT HOSUR
1).Name:
2) Age:
a) Below 25 years [ ] b) 25 years-35 years [ ]
c) 35 years-45 years [ ] d) Above 46 Years [ ]
3) Educational qualification
a) SSLC [ ] b) HSC [ ]
c) Diploma [ ] d) Others [ ]
4) Monthly income level
a) Below Rs7, 000 [ ] b) Rs8000-Rs12, 000 [ ]
c) Rs12, 000-Rs15, 000 [ ] d) Rs15, 000-Rs19, 000 [ ]
5) Nature of Occupation
a)Contract employee [ ] b) Private employee [ ]
c) owners [ ] d) Others [ ]
6) Marital Status
a) Single [ ] b) Married [ ]
7). How long are you using this vehicle?
a) Below 2 years [ ] b) 2 year - 5 years [ ]
c) 5 years - 8 years [ ] d) above 8 years [ ]
8). How do you come to know about this vehicle?
61

a) Friends [ ] b) Relatives [ ] c) Advertisement [ ] d) Others [ ]
9) How many KM will you be on road in a week?
a) Below 800 km [ ] b) 801Kkm - 1200 km [ ]
c) 1201km 1600km [ ] d) Above 1600km [ ]
10) What type of commercial vehicle are you using in Ashok Leyland?
a) Truck [ ] b) Tipper [ ] c) Taurus [ ] d) Others [ ]
11) At present you use which Bharat Stage vehicle?
a ) BS II [ ] b) BS III [ ] c) other [ ]
12) What is your opinion about relationship of the company?
a) Very good [ ] b) Good [ ] c) Medium [ ] d) Poor [ ] e) Very poor [ ]
13). what are problems you are facing frequently in this vehicle?
a) Mileage problems [ ]
b) Engine problems [ ]
c) Gearbox & clutch problems [ ]
d) Brake related problems [ ]
e) No problems [ ]
14) Are you satisfied on using this vehicle?
a) Yes [ ] b) No [ ]
15) Will you recommend other to buy the vehicle?
a) Yes [ ] b) No [ ]


62


16) What is your opinion about the performance of ashok Leyland?
a) Very good [ ] b) Good [ ] c) Moderate [ ] d) Poor [ ]

17) If any suggestion


Thanking you