International Research Journal of Education and Technology

This study explores and compares consumer buying behavior in the commercial vehicle segment, focusing on two major Indian automotive manufacturers: Tata Motors and Ashok Leyland. Both companies hold a significant share in India's commercial vehicle market, yet they attract different consumer segments based on various factors such as brand perception, product reliability, pricing, after-sales service, and availability of spare parts. The research employs both primary and secondary data to understand consumer preferences, motivations, and decision-making processes. Surveys and interviews with fleet owners, logistics managers, and individual vehicle buyers reveal insights into key factors influencing their purchase decisions. While Tata Motors is often preferred for its widespread service network, innovative product range, and strong brand equity, Ashok Leyland is recognized for its cost-effective solutions, durability, and tailored offerings for heavy-duty transport needs. The findings indicate that although both brands have loyal customer bases, the buying behavior varies based on vehicle usage, region, and fleet size.