RELATIONSHIP MARKETING IN INDUSTRIAL BUYERS AT ASHOK LEYLAND

Abstract

This research examines the effect of relationship marketing on industrial buyers, specifically focusing on Ashok Leyland. The research examines the impact of long-term relationships, trust, commitment, after-sales service, technical assistance, customized solutions, and effective communication on the purchase decisions of fleet operators, dealers, and institutional buyers. A standardized questionnaire was employed to collect primary data from channel partners and industrial buyers, while secondary data was sourced from academic journals, industry publications, and corporate reports. The research examines buyer attitudes through descriptive techniques and percentage analysis. The results reveal that Ashok Leyland's strong dealer network, reliable after-sales assistance, and continuing relationship involvement all make customers much more likely to stay loyal and do business with them again. The research's findings indicate that Ashok Leyland relies significantly on relationship marketing to sustain its competitive advantage and cultivate lasting connections with industrial purchasers.