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Dinesh Kumar Pandiya, Brajesh Kumar, Rupak Nath


Customer preference and satisfaction over various product differentiation attributes varies from country to country and region to region, it was found interesting to probe into the company’s (Ashok Leyland Ltd.) act of balancing with regard to taking care of its customers’ varied requirements spread over different parts of the globe.

The present study therefore aims mainly ascertaining the order of preference of Ashok Leyland’s customers on various attributes of product differentiation with regard to passenger and goods carrying vehicles and also their degree of satisfaction over these attributes on a 0–100 scale.


Customer satisfaction, Ashok leyland, Customer preference, Customer expectation, Product differentiation, Barak valley.

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