ACKNOWLEDGEMENTS
I want to thank my teacher and guide Prof.Shibashish Chakraborty, for his help in synthesizing and developing the material in this project and for his overall management of this project without whose help it wouldn’t have been possible for us to take the task to subsequent levels.
I am also grateful to my company guide from Ashok Leyland, Lucknow, Mr. Nalin Malik for constant input and guidance from an industry point of view which eventually helped us to understand the outlying market.
Finally, Survey was possible only because of customers to talk frankly about their successes and challenges, about their business and technical issues. These customers are listed in a special section at the end of the book.
I would also like to thank my fellow college mates in helping us out with the project in terms of suggestion and brainstorming while doubt clearing sessions.
PREFACE
A customer profile provides a clear picture of the type of person or business, a company is currently serving or planning to serve which is a very essential criterion for the success of any business. This information helps in driving a company’s marketing strategy, promotional design, and sales tactics. So is helpful for Ashok Leyland. Thus as Ashok Leyland is trying to identify the buying behavior of different customers groups, therefore it wants to characterize the segments of customers in the concerned market.
Ashok Leyland basically needs to know demographics of the private passenger customers, when they buy the products, how often and how long they use, how much they pay, what motivates them to choose one vehicle over another, and much more. All these information can be well analyzed through the customer profiling. Typic ...