A Study on Customer Perception towards Maruti Suzuki Four-Wheeler with Reference to Palakkad City

Abstract

The Indian automobile industry is characterized by intense competition and dynamic consumer preferences. Maruti Suzuki, as a market leader, has maintained dominance through strong brand equity, fuel-efficient models, and extensive dealership networks. This empirical study examines customer perception toward Maruti Suzuki four-wheelers in Palakkad City, Kerala. A structured questionnaire was administered to 200 Maruti Suzuki car owners using convenience sampling. Statistical tools such as percentage analysis, mean score analysis, Chi-square test, correlation, and regression analysis were applied. Findings indicate that fuel efficiency, resale value, and service network accessibility are the most influential perception drivers. After-sales service quality significantly predicts customer loyalty (R² = 0.62). The study concludes with managerial implications for enhancing brand loyalty through improved service responsiveness and digital engagement.