Abstract: The main objective of this study is to determine the customer preference when buying Heavy commercial Vehicle with various attributes like Mileage, Performance, Serviceability, Resale value, Availability of spare parts, Comfort, Technology, Discounts, Down payment and to know which of the above attributes compliment more to increase the sales of the company. The duration of his study was between the months of March- April of 2016. The study is based on Primary data that was collected from respondents using well-structured questionnaire. Buyers of Heavy Commercial Vehicles in the Chennai city were included for this study. Simple Random Sampling method is adopted and 343 respondents were included for this study. The data were analysed using percentage analysis, Correlation analysis and Regression analysis with the help of SPSS package. The result revealed that the customer preference has a positive impact on the attributes that build confidence in increasing company sales. It has been found that the factors like loading ability, Performance, Safety, Resale value, Serviceability, Warranty plays very important role in preference of the Heavy Commercial Vehicle.
Keywords: Heavy commercial Vehicles, Customer preference, Attributes, Increase sales.
Title: A Study on Customer Preference towards Heavy Commercial Vehicle in Ashok Leyland
Author: Mr. R. Ruban Kumar, Dr. S.T. Surulivel
International Journal of Management and Commerce Innovations
ISSN 2348-7585 (Online)
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