Study on consumer behavior with special reference to preference of brands in tyre industry

Abstract

This report provides a study of entire tyre market of Bangladesh perception of CEAT AKKHAN LTD. For ease of understanding this report is segmented into five phase. First phase contains CEAT’s overview, mission-vision, objective, values and other related issues. Next phase of the report exhibits the process details about the marketing approaches and activities of CEAT. The third phase of this report is concentrated on the job description, where I have completed my internship, my job nature, responsibilities, job performance, critical observations and recommendations. The fourth phase contains the project summary, description, methodology, data collection, research method, sample design and limitations. In the fifth phase, analysis & findings are shown. In the last, I ended up with conclusion and references. CEAT AKKHAN LTD. Is building them as a leading brand, currently are in growing position. In Bangladesh they are mostly absorbed on truck-bus tyre segment. At present CEAT’s commitment pay out to five different region likes- Dhaka, Bogra, Chittagong, Sylhet, Jessore. Primarily, I find out the market share through vehicle fitment survey, then met with dealer to know their market potentiality and also met with enormous customers to know their brand preferences and other prospects. During my three months Internship period I operated in Dhaka and Chittagong. There I collected customers data through direct and indirect communication and also motivated them to buy CEAT tyres and informed the warranty level. CEAT extends their services to compete with major competitors, included different competition program. Integrate different promotional programs like – customer engagement event for truck owners and drivers. CEAT are also estimating human resources for factory plant and developing other outlying setup and trying to ensure proper labor code of conduct.