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1.1 INTRODUCTION
The Indian automobile industry has witnessed remarkable growth over the past few decades,
and among the leading contributors to this progress is Maruti Suzuki, the country’s largest
and most trusted car manufacturer. Since its establishment, Maruti Suzuki has played a
pivotal role in transforming personal mobility by offering reliable, affordable, and fuel-
efficient vehicles to millions of consumers. Its strong presence in both urban and rural
markets has made it one of the most preferred automobile brands in India. In today’s highly
competitive automotive market, understanding consumer perception and buying behavior has
become crucial for every automobile company. Consumers are increasingly evaluating
multiple factors such as price, performance, mileage, design, after-sales service, and brand
value before making a purchase decision. Therefore, analyzing how consumers perceive
Maruti Suzuki and what influences their buying decisions becomes important for
understanding the brand’s market position.

Essential area of study is the competitive advantages of Maruti Suzuki. The brand is known
for its fuel efficiency, easy maintenance, strong resale value, and extensive dealership
network. These advantages differentiate Maruti Suzuki from its competitors and influence
consumer preference in various regions, including Palakkad district. This project also aims to
assess customer satisfaction and loyalty, which are critical indicators of long-term business
success. Evaluating customer experiences with Maruti Suzuki vehicles, service centers, and
overall brand engagement provides valuable insights into the company’s performance at the
local level. By focusing specifically on Palakkad district, this study aims to provide localized
insights into how effectively Maruti Suzuki’s marketing strategies align with consumer
expectations and how its competitive strengths influence purchase decisions. Such an in-
depth regional analysis adds practical value to the study and enhances its relevance for both
academic and industry perspectives.

Thus, this study titled “A Study on Marketing Strategy, Competitive Advantages and
Consumer Perception towards Maruti Suzuki Motor Cars with Special Reference to Palakkad

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District” seeks to analyze how marketing practices, competitive strengths, and consumer
attitudes shape the brand’s market standing. The findings of this study will contribute to a
better understanding of consumer expectations and help identify areas where the company
can enhance its strategies for sustained growth.

1.2 STATEMENT OF THE PROBLEM

The Indian automobile industry has become highly competitive, with multiple brands offering
similar features, pricing options, and technological advancements. In this competitive
landscape, Maruti Suzuki continues to hold a dominant market position, especially in districts
like Palakkad, where the brand is widely preferred for its affordability, fuel efficiency, and
strong service network.

However, consumer preferences and buying behaviour are changing due to rising
expectations regarding safety, design, performance, and after-sales experience. At the same
time, competing brands such as Hyundai, Tata, Mahindra, and Kia are increasingly offering
new features, attractive pricing, and innovative marketing strategies. These market dynamics
raise important questions regarding why consumers still prefer Maruti Suzuki, how effective
the company’s marketing strategies are, and whether its competitive advantages remain
strong in today’s scenario.

Despite the brand’s popularity, there is limited district-level evidence on how consumers in
Palakkad perceive Maruti Suzuki vehicles, what factors influence their buying decisions, and
how satisfied they are after the purchase. Understanding these aspects is essential for
identifying gaps between consumer expectations and Maruti Suzuki’s offerings. It can also

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help reveal how marketing strategies impact consumer loyalty and overall business
performance.

1.3 OBJECTIVES OF THE STUDY

1. Consumer perception and buying behavior towards Maruti Suzuki cars.

2. Marketing strategies of Maruti Suzuki and their impact on business performance.

3. Competitive advantages of Maruti Suzuki while comparing to others brands.

4. Customer satisfaction and loyalty towards Maruti Suzuki vehicles.

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1.4 SIGNIFICANCE OF THE STUDY

The study provides useful insights into how consumers in Palakkad perceive Maruti Suzuki
and what factors influence their buying behaviour. It also helps understand the effectiveness
of Maruti Suzuki’s marketing strategies and how these strategies shape the company’s
business performance at the local [Link] identifying the competitive advantages Maruti
Suzuki holds over other brands—such as pricing, reliability, and service network—the study
highlights why the brand continues to remain strong in a competitive market. Additionally,
examining customer satisfaction and loyalty offers valuable guidance for improving after-
sales service and maintaining long-term customer relationships.

Overall, the study contributes both practical and academic value by helping marketers,
dealers, and researchers better understand consumer behaviour and strategic strengths in the
automobile sector.

1.5 SCOPE OF THE STUDY

The study focuses on analysing how consumers perceive Maruti Suzuki vehicles, the factors
that influence their buying behaviour, and the level of satisfaction and loyalty they experience
after the purchase. It also examines the marketing strategies used by Maruti Suzuki and
evaluates how these strategies contribute to its business performance.

In addition, the study covers the key competitive strengths of Maruti Suzuki when compared
to other automobile brands operating in the region. Primary data is collected from consumers

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in Palakkad, while secondary information is taken from company records, reports, and
published sources.

1.6 RESEARCH METHODOLOGY

The research methodology is a systematic way to solve a research problem. It may be

understood as a science of study on how research is done scientifically.

1.6.1 RESEARCH DESIGN

The research design of the study outlines the nature of information necessary for the study the
method of the data collection, the technique used for the analysis and interpretation of the
data for the study. The research design adopted is descriptive. Under descriptive research, the
researcher chose survey research in this study.

1.6.2 METHOD OF DATA COLLECTION

The collection of data is the key task in the research methodology. The data can be gathered
by using two sources, namely primary sources and secondary sources in this study, the
questionnaire method is used to collect primary data.

 Primary data collection

For the descriptive type of research, the best research approach for the collecting Primary
data is the survey technique using the questionnaire method. For this, Sample data is
collected and the different magnitude are measured concerning the Whole population. In this
study, the questionnaire method is used to collect primary data.

 Secondary data collection

Secondary data is the data which are already available i.e., which have already been collected
and assessed by someone else. The secondary data is collected from several sources such as

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websites, books, dailies, research reports and National and international journals in the field
of business, marketing.

1.6.3 SAMPLING SIZE

The sampling size is limited to 100.

1.6.4 SAMPLING TECHNIQUE

The sampling technique used for this study is Total percentage analysis (TPA)

1.6.5 SAMPLING METHOD

Convenient sampling method

1.6.6 PERIOD OF STUDY

The time period for collecting data was 21 days.

1.6.7 AREA OF THE STUDY

The data was collected from Palakkad locality.

1.6.8 TOOLS USED FOR DATA ANALYSIS

Tables and charts are used for presentation of data. Percentage analysis are used for data
analysis.
1.7 LIMITATION OF THE STUDY

The limitations of the study are:

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1. The study is confined only to Palakkad district; therefore, the findings

cannot be generalized to other regions.
2. Rapid changes in automobile technology and marketing strategies may
affect the relevance of the findings over time.
3. Opinions of respondents who have never used Maruti Suzuki cars may
affect the accuracy of satisfaction-related findings.
4. External factors such as economic conditions, fuel prices, and government
policies were not considered in the analysis.
5. The data was collected within a short period of 21 days, which may not
reflect long-term consumer behaviour.

1.8 CHAPTER SCHEME

CHAPTER I: INTRODUCTION.

CHAPTER II: REVIEW OF LITERATURE.

CHAPTER III: THEORETICAL FRAMEWORK.

CHAPTER IV: DATA ANALYSIS AND INTERPRETATION.

CHAPTER V: FINDINGS, SUGGESTIONS AND CONCLUSION.

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REVIEW OF LITERATURE

1. Menon, R. (2023): “Consumer Priorities in Selecting Hatchback Cars.”The study analysed

purchasing behaviour among urban middle-class families and found that mileage and resale
value are the strongest selection criteria. Hatchbacks from Maruti Suzuki scored highest due
to perceived long-term savings and ease of maintenance.

2. Srinivasan, K. (2019): “Brand Awareness and Its Influence on Car Purchase

Behaviour.”This research explored how brand familiarity affects purchase decisions.
Findings showed that high brand recall reduces decision-making time, and Maruti Suzuki
benefitted by being the most widely recognised and trusted brand in the segment.

3. Varma, P. & Alex, D. (2022): “Impact of Digital Advertisements on Automobile

Buyers.”The study highlighted that digital platforms—especially YouTube and Instagram—
significantly shape buyer opinions. It concluded that younger consumers rely more on
influencer reviews, giving digitally active brands an advantage.

4. Fatima, S. (2021): “Price Sensitivity Among Middle-Class Car Buyers.”This research

found that affordability remains a decisive factor for car buyers. Maruti Suzuki models
consistently appealed to this group due to lower acquisition cost, better mileage, and
economical spare parts.

5. Raj, H. (2020): “Dealer Satisfaction and Consumer Trust.”The study indicated that
consumers develop trust when dealership staff provide transparent communication and easy
documentation. Brands with well-trained dealer teams, such as Maruti Suzuki, enjoyed higher
customer conversion rates.

6. Nithin, A. (2018): “Evaluating After-Sales Support in Leading Car Brands.”By comparing

the service networks of major automobile brands, the study observed that Maruti Suzuki’s

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dense service centre coverage and readily available spare parts significantly enhanced
customer satisfaction and retention.

7. Das, B. & Ghosh, T. (2023): “Effect of EMI Schemes on Vehicle Purchasing.”The

research found that buyers increasingly depend on financing options. Attractive EMI schemes
and festival offers were shown to increase purchase intention, particularly among first-time
car buyers.

8. Pillai, S. (2020): “Consumer Attitude Toward Compact SUVs.”This study revealed that
the growth in compact SUV demand is driven by safety ratings, advanced features, and road
presence. Maruti models were chosen mainly for affordability and wide service reach, despite
strong competition.

9. Balan, M. (2017): “Comparison of Customer Satisfaction Between Japanese and Indian

Car Brands.”The study concluded that Japanese brands, including Maruti Suzuki, are rated
highly for reliability and fuel efficiency, while Indian brands gain favour for affordability and
design improvements. Customer loyalty was higher for Japanese manufacturers.

10. Sharma, N. (2021): “Influence of Word-of-Mouth Communication on Car

Purchases.”The research showed that family recommendations strongly influence first-time
buyers. Maruti Suzuki benefited from generational trust, as satisfied owners often encourage
others to choose the brand.

11. Antony, J. (2022):“Impact of Test Drive Experience on Buying Decision.”This study

found that hands-on experience during test drives increases purchase certainty. Maruti Suzuki
dealerships were noted for quick arrangements and personalized guidance, resulting in better
conversion rates.

12. Rathod, P. (2018): “Determinants of Competitive Advantage in the Indian Auto

Market.”The research identified service network strength, cost efficiency, and product variety
as primary competitive factors. Maruti Suzuki was shown to lead due to long market presence
and a strong understanding of Indian consumer needs.

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13. Zubair, M. (2020): “Customer Loyalty Behaviour in the Small Car Segment.”This study
highlighted that loyalty among small car owners is driven by low maintenance cost,
reliability, and resale value. Maruti Suzuki models like Alto and Swift generated high repeat
purchase behaviour.

14. Raghavan, D. (2023): “Effect of Promotional Offers on Car Sales.”The study indicated
that seasonal and festival promotions significantly impact short-term sales. Exchange bonuses
and cash discounts were found to be primary motivators, especially in Tier-2 regions like
Palakkad.

15. Sheela, K. (2019): “Consumer Expectations From Authorized Service Centres.”The

research found that car owners expect transparency in billing, timely delivery, and genuine
spare parts. Brands with well-structured service processes, like Maruti Suzuki, achieved
higher satisfaction and positive brand perception.

16. Harikumar, P. (2022): “Influence of Fuel Efficiency on Consumer Buying Decisions in

the Small Car Segment.”The study found that fuel efficiency remains the most influential
factor for budget-oriented buyers in India. Maruti Suzuki models were preferred due to their
consistent mileage performance, strengthening the brand’s competitive position.

17. Mohanraj, S. & Bhat, L. (2021): “Role of Sales Promotions in Improving Brand
Competitiveness in the Automobile Industry.”This research concluded that promotional
campaigns like exchange offers, festival discounts, and low-interest finance schemes
significantly help brands like Maruti Suzuki attract more first-time buyers.

18. Koshy, T. (2020): “Customer Perception Toward Safety Features in Modern Passenger
Cars.”The study revealed a growing consumer preference for enhanced safety features. While
premium brands score higher, Maruti Suzuki’s inclusion of standard airbags and improved
build quality has positively shifted customer perception.

19. Fernandes, R. (2019): “Impact of After-Sales Quality on Brand Reputation in the Indian
Automobile Market.”The research highlighted that frequent service availability, quick

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delivery, and transparency in maintenance charges strongly influence brand reputation.

Maruti Suzuki, with its wide service network, scored higher in trust and reliability.

20. Devika, S. & Menon, A. (2023): “Consumer Switching Behaviour Among Hatchback
Car Owners.”This study examined why customers move from one brand to another. It found
that buyers switch primarily due to service dissatisfaction or high maintenance costs, but
Maruti Suzuki retained most customers because of affordable upkeep and easy spare parts
availability.

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THEORETICAL FRAMEWORK

3.1 OVERVIEW OF MARUTI SUZUKI

The automobile industry in India has witnessed remarkable growth over the past few decades,
driven by rising consumer demand, technological advancements, and changing market
dynamics. Among the leading players in this sector, MARUTI SUZUKI holds a dominant
position due to its strong brand reputation, wide product portfolio, competitive pricing, and
extensive service network. As consumer preferences continue to evolve, understanding their
perceptions and expectations becomes crucial for sustaining market leadership. Nowadays,
consumers have become more conscious about their buying behaviour. They carefully
evaluate both their chosen brand and the offerings of competing brands before making a
decision. Therefore, it is essential for companies to understand consumers effectively and
provide them with products and services that truly meet their needs and expectations.

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3.2 EVOLUTION OF MARUTI SUZUKI IN INDIA

MARUTI SUZUKI India Limited is the largest automobile manufacturer in India and a
leading player in the passenger car segment. Established in 1981 as Maruti Udyog Limited
by the Government of India, the company entered into a joint venture with Suzuki Motor
Corporation of Japan to bring modern, reliable, and affordable cars to the Indian market.
Over the years, Maruti Suzuki has built a strong reputation for fuel efficiency, affordability,
and wide service accessibility.

Maruti Suzuki began its journey in India in 1981 and transformed the nation’s automotive
landscape by introducing affordable, fuel-efficient cars. The evolution started with the iconic
Maruti 800 (SS80) launched in 1983, which became the “people’s car” of India. This was
followed by models like the Gypsy and Omni, expanding the brand into utility and lifestyle
segments. In the late 1990s and early 2000s, Maruti Suzuki strengthened its lineup with
carssuch as Zen, Esteem, Baleno, and WagonR, offering more choices to Indian families. The

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launch of the Swift (2005) marked a major shift toward modern, youthful design, later
expanded with Swift Dzire, Ritz, and [Link] company continued to innovate with
popular models like Alto, Eeco, Celerio,Ertiga, Vitara Brezza, Ignis, S-Presso, Baleno (new
generation), and the Grand Vitara, meeting the evolving needs of Indian consumers.

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Today, Maruti Suzuki remains the market leader with a diverse portfolio covering
hatchbacks, sedans, SUVs, and MPVs, symbolizing reliability, affordability, and trust.

The Maruti Suzuki e-Vitara marks a historic milestone for the company as its first mass-
market electric SUV, blending modern design, advanced technology, and strong performance.
Built on the dedicated HEARTECT-e electric platform.

3.3 FEATURES OF MARUTI CARS

Maruti Suzuki cars are known for high fuel efficiency and low maintenance
cost.

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They offer reliable petrol and CNG engine options with smooth
performance.
Safety features include airbags, ABS with EBD, and rear parking sensors.
Comfort features such as power steering, power windows, and automatic
climate control are provided.
Touchscreen infotainment systems with Android Auto and Apple CarPlay
are available in most models.
Maruti cars have spacious interiors and are suitable for Indian road
conditions.
The brand has a wide service network and good resale value.
Maruti Suzuki cars are designed with modern exterior styling and attractive
interiors.

3.4 MARKETING STRATEGY OF MARUTI SUZUKI

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Maruti Suzuki follows a customer-centric marketing strategy that focuses on affordability,

reliability, and wide market coverage. The company offers a diverse range of cars across
different price segments, from entry-level hatchbacks to premium SUVs, to meet the needs of
various customer groups. Maruti Suzuki adopts competitive pricing to attract middle-class
and first-time car buyers while maintaining value for money. Strong promotion through
television, digital media, print advertising, and sponsorships helps build brand awareness and
trust. In addition, an extensive dealership and service network across urban and rural areas
ensures easy accessibility and strong after-sales support, which strengthens customer loyalty
and market leadership.

Maruti Suzuki follows a dual-channel retail strategy through NEXA and ARENA
showrooms to cater to different customer segments. The ARENA network focuses on mass-
market customers by offering affordable, fuel-efficient, and practical cars with wide
accessibility across urban and rural areas. In contrast, the NEXA channel targets premium
and urban customers by providing a more sophisticated showroom experience, personalized
services, and technologically advanced models. This segmentation strategy helps Maruti
Suzuki position its products effectively, enhance customer experience, and strengthen its
presence across both budget and premium segments without brand dilution.

3.5 FACTORS INFLUENCING MARKETING STRATEGY

Marketing strategy refers to the long-term plan adopted by a company to promote its products
or services and achieve competitive advantage in the market. It involves identifying target
customers, understanding their needs, and designing suitable product, pricing, promotion, and
distribution strategies to satisfy those needs effectively. A well-defined marketing strategy
helps an organization increase sales, build brand image, and sustain growth in a competitive
business environment.

Marketing strategy is influenced by several internal and external factors that determine how a
firm plans and implements its marketing activities. Internal factors include organizational

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objectives, financial resources, product quality, and managerial capabilities, which shape
strategic decisions. External factors such as customer needs and preferences, market
competition, economic conditions, technological advancements, government policies, and
socio-cultural trends also play a significant role. In addition, changes in consumer behavior
and competitive actions require firms to continuously adapt their marketing strategies to
remain effective and competitive in the market.

3.6 IMPACT OF MARKETING STRATEGY

 Increases sales and revenue of the organization

 Enhances brand awareness and brand image
 Helps in attracting and retaining customers
 Improves customer satisfaction and loyalty
 Provides competitive advantage in the market
 Assists in understanding consumer needs and market trends
 Supports long-term growth and profitability

3.7 COMPETITORS OF MARUTI SUZUKI

 Hyundai Motor India Ltd. – Strong competitor with a wide range of

hatchbacks, sedans, and SUVs
 Tata Motors Ltd. – Known for safety-focused vehicles and growing SUV
and EV portfolio

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 Mahindra & Mahindra Ltd. – Major competitor in the SUV and utility
vehicle segment
 Kia India Pvt. Ltd. – Popular for stylish, feature-rich cars and aggressive
marketing
 Toyota Kirloskar Motor – Competes in premium and utility vehicle
segments, also partners with Maruti
 Honda Cars India Ltd. – Known for reliability and strong presence in
sedan segments
 Renault India Pvt. Ltd. – Competes mainly in the budget and compact
SUV segments
 Skoda–Volkswagen Group – Competes in the mid-size sedan and SUV
categories

3.8 COMPETITIVE ADVANTAGES OF MARUTI SUZUKI

Maruti Suzuki enjoys a strong competitive advantage over its competitors due to its wide
product range, affordable pricing, and high fuel efficiency. The company has an extensive
dealership and service network across India, which ensures easy accessibility and low
maintenance costs for customers. Strong brand trust built over decades, along with reliable
after-sales service, further differentiates Maruti Suzuki from competitors. In addition, the
availability of spare parts at reasonable prices, good resale value, and continuous product
innovation enable Maruti Suzuki to maintain a dominant position in the Indian passenger car
market.

3.9 BRAND

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A Brand is a name, symbol, logo, design, or combination of these elements that identifies a
product or company and differentiates it from competitors. A brand represents the image,
quality, trust, and values associated with a product or organization in the minds of consumers.

Brand Building

Brand building is the continuous process of creating and strengthening a brand’s identity,
image, and reputation in the minds of consumers. It involves consistent efforts such as quality
products, effective advertising, customer experience, and clear communication to build
awareness, trust, and long-term customer loyalty. A strong brand helps a company
differentiate itself from competitors and achieve sustainable growth in the market

Brand Positioning

Brand positioning refers to the strategy of creating a distinct and meaningful image of a brand
in the minds of target customers compared to competing brands. It involves identifying the
unique features, benefits, and values of a brand and communicating them effectively so that
consumers perceive the brand in a desired way. Effective brand positioning helps a company
stand out in the market, attract the right customers, and build a strong competitive advantage.

3.10 CONSUMER EXPECTATIONS

Consumer expectations refer to the beliefs and standards that customers have regarding a
product or service before making a purchase. These expectations are influenced by factors
such as price, quality, brand reputation, past experience, advertising, and recommendations.
In the automobile industry, consumers expect good quality, reasonable pricing, fuel
efficiency, safety features, after-sales service, and value for money. Meeting or exceeding
consumer expectations leads to higher customer satisfaction, trust, and loyalty, while failure
to do so may result in dissatisfaction and loss of customers.

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3.11 SERVICE AND MAINTENANCE NETWORK

This crucial phase of the customer journey extends beyond the initial sale and is designed to
ensure customer satisfaction, build long-term relationships, and enhance brand loyalty. By
offering services such as installation support, training materials, warranty management, and
responsive technical assistance, businesses demonstrate a continued commitment to their
customers’ needs, not just their wallets. Maruti Suzuki has one of the largest and most
extensive service and maintenance networks in India, which is a major strength of the
company. The wide presence of authorized service centers across urban, semi-urban, and
rural areas ensures easy accessibility and convenience for customers. This strong network
enables timely servicing, quick availability of genuine spare parts, and cost-effective
maintenance. As a result, Maruti Suzuki is able to provide reliable post-sales support,
enhance customer satisfaction, and build long-term customer loyalty, giving the company a
strong competitive advantage in the Indian automobile market.

3.12 POST-PURCHASE BEHAVIOR

Post-purchase consumer behaviour refers to the actions, reactions, and attitudes of consumers
after they have purchased and used a product or service. It includes their level of satisfaction
or dissatisfaction, usage experience, repeat purchase intention, word-of-mouth
communication, and response to after-sales or post-purchase services. This behaviour is
important for companies because it influences customer loyalty, brand image, and future
buying decisions.

3.13 BRAND LOYALTY

Brand loyalty refers to a consumer’s strong commitment to repeatedly purchase the same
brand over time, despite the availability of alternative brands or competitive offers. Brand

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loyalty emerges when customers are consistently satisfied with a brand’s quality,
performance, pricing, and after-sales service. Satisfied customers tend to repeatedly choose
the same brand over competitors and willingly recommend it to others. Such loyalty reduces
the likelihood of brand switching and strengthens customer trust. In the automobile industry,
strong brand loyalty results in repeat purchases, positive word-of-mouth, and long-term
customer relationships.

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TABLE 4.1
AGE GROUP OF THE RESPONDENTS
AGE NUMBER OF PERCENTAGE
RESPONDENTS
Below 20 32 32.0%
20 - 30 64 64.0%
31 - 40 4 4.0%
41 - 50 0 0.0%
Above 50 0 0.0%
TOTAL 100 100%

CHART 4.1
AGE GROUP OF THE RESPONDENTS

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INTERPRETATION
From the above collected data, it is observed that the majority of respondents (64%) belong to
the 20–30 age group, followed by those below 20 years (32%). A very small proportion (4%)
falls under the 31–40 age group, while there are no respondents in the 41–50 and above 50
age categories.

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TABLE 4.2
GENDER OF THE RESPONDENTS

GENDER NUMBER OF PERCENTAGE

RESPONDENTS
Male 54 54.0%
Female 46 46.0%
TOTAL 100 100%

CHART 4.2
GENDER OF THE RESPONDENTS

INTERPRETATION
From the above collected data, it is observed that male respondents constitute a slightly
higher proportion (54%) compared to female respondents (46%).

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TABLE 4.3

OCCUPATION OF THE RESPONDENTS

OCCUPATION NUMBER OF PERCENTAGE

RESPONDENTS
Student 76 76.0%
Employee 14 14.0%
Business 8 9.0%
Homemaker 1 1.0%
Other 1 1.0%
TOTAL 100 100%

CHART 4.3
OCCUPATION OF THE RESPONDENTS

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INTERPRETATION

From the above collected data, it is observed that students form the majority of respondents
(76%), indicating that the survey is largely influenced by the student population. Employees
account for 14%, followed by business respondents at 9%, while homemakers and others
represent only 1% each.

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TABLE 4.4
MONTHLY INCOME OF THE RESPONDENTS
MONTHLY INCOME NUMBER OF THE PERCENTAGE
RESPONDENTS
Below 25000 80 80.0%
25000-50000 18 81.0%
50000-100000 2 1.0%
Above 100000 0 0.0%
TOTAL 100 100%

CHART 4.4
MONTHLY INCOME OF THE RESPONDENTS

INTERPRETATION

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From the above collected data, it is observed that a majority of the respondents (80%) fall
under the monthly income category of below ₹25,000, indicating a predominantly low-
income group. About 18% of respondents earn between ₹25,000 and ₹50,000, while only 2%
belong to the ₹50,000–₹1,00,000 income group. There are no respondents in the above
₹1,00,000 category,

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TABLE 4.5
CAR OWNERSHIP STATUS OF THE RESPONDENTS
OWNERSHIP NUMBER OF PERCENTAGE
STATUS RESPONDENTS
Yes 20 20.0%
No 80 80.0%
TOTAL 100 100%

TABLE 4.5
CAR OWNERSHIP STATUS OF THE RESPONDENTS

INTERPRETATION
From the above collected data, it is observed that a large majority of the respondents (80%)
do not have ownership, while only 20% of the respondents reported having ownership.

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TABLE 4.6
PURPOSE OF BUYING A CAR
REASONS FOR CAR NUMBER OF PERCENTAGE
PURCHASE RESPONDENTS
Daily commuting 54 54.0%
Family trips 28 28.0%
Social status 14 14.0%
Business use 4 4.0%
TOTAL 100 100%

TABLE 4.6
PURPOSE OF BUYING A CAR

INTERPRETATION
From the above collected data, it is observed that the majority of respondents (54%) purchase
cars mainly for daily commuting purposes. This is followed by family trips (28%), indicating

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the importance of comfort and convenience for household travel. A smaller proportion of
respondents consider social status (14%) as a reason for car purchase, while very few
respondents (4%) purchase cars for business use.

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TABLE 4.7
SEGMENT PREFERENCE OF RESPONDENTS
SEGMENTS NUMBER OF PERCENTAGE
RESPONDENTS
Hatchback 24 24.0%
Sedan 32 32.0%
SUV 42 42.0%
MPV 2 1.0%
TOTAL 100 100%

CHART 4.7
SEGMENT PREFERENCE OF RESPONDENTS

INTERPRETATION
From the above collected data, it is observed that SUVs are the most preferred car segment,
accounting for 42% of the respondents. This is followed by sedans with 32% and hatchbacks

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with 24%, showing moderate preference for these segments. MPVs are the least preferred
segment with only 2% of respondents.

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TABLE 4.8
PURCHASE DECISION OF THE RESPONDENTS
PURCHASE DECISION NUMBER OF PERCENTAGE
RESPONDENTS
Price 15 15.0%
Brand image 16 16.0%
Features 44 44.0%
Mileage 16 16.0%
After sales service 9 9.0%
TOTAL 100 100%

CHART 4.8
PURCHASE DECISION OF THE RESPONDENTS

INTERPRETATION

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From the above collected data, it is observed that features play the most significant role in the
purchase decision, influencing 44% of the respondents. Brand image and mileage are equally
important, each considered by 16% of respondents, while price influences 15% of the
respondents. After-sales service is the least considered factor, accounting for 9%

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TABLE 4.9
AWARENESS OF RESPONDENTS TOWARD MARUTI SUZUKI CARS
DEGREE OF NUMBER OF PERCENTAGE
FAMILIARITY RESPONDENTS
Very familiar 58 58.0%
Somewhat familiar 32 32.0%
Not familiar 10 10.0%
TOTAL 100 100%

CHART 4.9
AWRENESS OF RESPONDENTS TOWARD MARUTI SUZUKI CARS

INTERPRETATION

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From the above collected data, it is observed that a majority of the respondents
(58%) are very familiar with the product, while 32% are somewhat familiar.
Only 10% of the respondents are not familiar.

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TABLE 4.10
CONSUMER PERCEPTION TOWARDS MARUTI SUZUKI BRAND
DEGREE OF NUMBER OF PERCENTAGE
PERCEPTION RESPONDENTS
Positive 64 64.0%
Neutral 34 34.0%
Negative 2 2.0%
TOTAL 100 100%

CHART 4.10
CONSUMER PERCEPTION TOWARDS MARUTI SUZUKI BRAND

INTERPRETATION
From the above collected data, it is observed that the majority of respondents (64%) have a
positive perception, indicating a favorable overall view. A considerable portion (34%) shows
a neutral perception, while only a very small percentage (2%) holds a negative perception.

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TABLE 4.11
OPINION OF RESPONDENTS TOWARDS MARUTI SUZUKI CARS
RESPONDENTS NUMBER OF PERCENTAGE
OPINION RESPONDENTS
High quality 36 36.0%
Moderate quality 56 56.0%
Low quality 8 8.0%
TOTAL 100 100%

CHART 4.11
OPINION OF RESPONDENTS TOWARDS MARUTI SUZUKI CARS

INTERPRETATION

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From the above collected data, it is observed that the majority of respondents (56%) perceive
the product as having moderate quality. This is followed by 36% of respondents who
consider it to be of high quality, while only 8% perceive it as low quality.

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TABLE 4.12
FUEL EFFICIENCY ANALYSIS OF MARUTI SUZUKI CAR
EFFICIENCY OF NUMBER OF PERCENTAGE
FUEL RESPONDENTS
Excellent 26 26.0%
Good 60 60.0%
Average 10 10.0%
Poor 4 4.0%
TOTAL 100 100%

CHART 4.12
FUEL EFFICIENCY ANALYSIS OF MARUTI SUZUKI CAR

INTERPRETATION

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From the above collected data, it is observed that the majority of respondents (60%) rate the
fuel efficiency as good, while 26% consider it excellent. A smaller proportion of respondents
rate it as average (10%), and only 4% perceive it as poor.

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TABLE 4.13
RESPONDENTS’ OPINION ON MARUTI SUZUKI
ADVERTISEMENTS
EFFECTIVENESS OF NUMBER OF PERCENTAGE
ADVERTISEMENTS RESPONDENTS
Very effective 22 22.0%
Effective 46 46.0%
Neutral 26 26.0%
Very ineffective 6 6.0%
TOTAL 100 100%

CHART 4.13
RESPONDENTS’ OPINION ON MARUTI SUZUKI
ADVERTISEMENTS

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INTERPRETATION
From the above collected data, it is observed that most respondents perceive advertisements
to be effective, with 46% rating them as effective and 22% as very effective. A notable
portion of respondents (26%) hold a neutral opinion, while only 6% find the advertisements
very ineffective.

TABLE 4.14
CONSUMER ATTRACTION TOWARDS DIFFERENT MARKETING
STRATEGIES
LEVEL OF NUMBER OF PERCENTAGE
ATTRACTION RESPONDENTS
Discounts/Offers 30 30.0%
Social media promotions 38 38.0%
Test drives 22 22.0%
Celebrity endorsements 4 4.0%
Dealership promotions 6 6.0%
TOTAL 100 100%

CHART 4.14
CONSUMER ATTRACTION TOWARDS DIFFERENT MARKETING
STRATEGIES

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INTERPRETATION
From the above collected data, it is observed that social media promotions are the most
attractive factor, influencing 38% of the respondents. This is followed by discounts and offers
(30%) and test drives (22%), indicating their significant role in attracting customers.
Celebrity endorsements (4%) and dealership promotions (6%) have relatively lower
influence.

TABLE 4.15
CUSTOMER PERCEPTION TOWARDS MARUTI SUZUKI CARS
PERCEPTION OF NUMBER OF PERCENTAGE
CONSUMERS RESPONDENTS
Very affordable 24 24.0%
Affordable 70 70.0%
Very expensive 6 6.0%
TOTAL 100 100%

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CHART 4.15
CUSTOMER PERCEPTION TOWARDS MARUTI SUZUKI CARS

INTERPRETATION
From the above collected data, it is observed that a large majority of respondents (70%)
perceive the product as affordable, while 24% consider it very affordable. Only 6% of the
respondents perceive it as very expensive.

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TABLE 4.16
EASE OF REACHING MARUTI SUZUKI SHOWROOMS IN
PALAKKAD
PERCEPTION OF NUMBER OF PERCENTAGE
CONSUMERS RESPONDENTS
Yes 86 86.0%
No 14 14.0%
TOTAL 100 100%

CHART 4.16
EASE OF REACHING MARUTI SUZUKI SHOWROOMS IN
PALAKKAD

INTERPRETATION

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From the above collected data, it is observed that a vast majority of respondents (86%)
responded positively, while only 14% responded negatively.

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TABLE 4.17
RESPONDENTS’ OPINION ON SHOWROOM EXPERIENCE IN
PALAKKAD
RATING OF NUMBER OF PERCENTAGE
EXPERIENCE RESPONDENTS
Excellent 16 16.0%
Good 64 64.0%
Average 18 18.0%
Poor 2 2.0%
TOTAL 100 100%

CHART 4.17
RESPONDENTS’ OPINION ON SHOWROOM EXPERIENCE IN
PALAKKAD

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INTERPRETATION
From the above collected data, it is observed that the majority of respondents (64%) rated
their experience as good. This is followed by 16% who rated it as excellent and 18% who felt
the experience was average. Only a very small percentage (2%) rated their experience as
poor.

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TABLE 4.18
EFFECTIVENESS OF INFORMATION PROVIDED BY
SALESPERSON
EFFECTIVENESS OF NUMBER OF PERCENTAGE
INFORMATION RESPONDENTS
Always 44 44.0%
Sometimes 48 48.0%
Rarely 6 6.0%
Never 2 2.0
TOTAL 100 100%

CHART 4.18
EFFECTIVENESS OF INFORMATION PROVIDED BY
SALESPERSON

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INTERPRETATION
From the above collected data, it is observed that most respondents find the information
provided to be effective, with 44% stating it is always effective and 48% indicating it is
sometimes effective. Only a small proportion of respondents feel the information is rarely
effective (6%) or never effective (2%).

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TABLE 4.19
RESPONDENTS’ COMPARATIVE OPINION ON MARUTI SUZUKI
AND OTHER BRANDS
COMPARATIVE NUMBER OF PERCENTAGE
OPINIONS RESPONDENTS
Much better 34 34.0%
Slightly better 42 42.0%
Same 18 18.0%
Worse 6 6.0%
TOTAL 100 100%

CHART 4.19
RESPONDENTS’ COMPARATIVE OPINION ON MARUTI SUZUKI
AND OTHER BRANDS

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INTERPRETATION
From the above collected data, it is observed that a majority of respondents (42%) feel that
Maruti Suzuki is slightly better compared to other brands, followed by 34% who believe it is
much better. About 18% of respondents feel it is the same as other brands, while only 6%
consider it worse.

TABLE 4.20
KEY COMPETITIVE ADVANTAGE FACTORS OF MARUTI SUZUKI
COMPETITIVE EDGE NUMBER OF PERCENTAGE
OF RESPONDENTS
MARUTI SUZUKI
Fuel efficiency 26 26.0%
Low maintenance cost 27 27.0%
Wide service network 19 19.0%
Brand trust 15 15.0%
Resale value 13 13.0%
TOTAL 100 100%

CHART 4.20
KEY COMPETITIVE ADVANTAGE FACTORS OF MARUTI SUZUKI

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INTERPRETATION
From the above collected data, it is observed that low maintenance cost (27%) is the most
important factor contributing to the competitive edge of Maruti Suzuki, followed by fuel
efficiency (26%). The wide service network (19%) and brand trust (15%) also influence
consumer preference, while resale value (13%) has comparatively lesser impact.

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TABLE 4.21
PERCEPTION OF RESALE VALUE OF MARUTI SUZUKI CARS
RATING OF RESALE NUMBER OF PERCENTAGE
VALUE RESPONDENTS
Very high 6 6.0%
High 46 46.0%
Average 46 46.0%
Very low 2 2.0%
TOTAL 100 100%

CHART 4.21
PERCEPTION OF RESALE VALUE OF MARUTI SUZUKI CARS

INTERPRETATION
From the above collected data, it is observed that a majority of respondents rate the resale
value of Maruti Suzuki cars as high or average, each accounting for 46%. A small proportion

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of respondents (6%) perceive the resale value as very high, while only 2% consider it very
low.

TABLE 4.22
EASE OF AVAILABILITY OF MARUTI SUZUKI SPARE PARTS IN
PALAKKAD
SPARE AVAILABILITY NUMBER OF PERCENTAGE
IN RESPONDENTS
PALAKKAD
Yes 86 86.0%
No 14 14.0%
TOTAL 100 100%

CHART 4.22
EASE OF AVAILABILITY OF MARUTI SUZUKI SPARE PARTS IN
PALAKKAD

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INTERPRETATION
From the above collected data, it is observed that a large majority of respondents (86%) agree
that Maruti Suzuki spare parts are easily available in Palakkad, while only 14% report
difficulty in availability.

TABLE 4.23
CUSTOMER SATISFACTION TOWARDS MARUTI SUZUKI CARS
LEVEL OF NUMBER OF PERCENTAGE
SATISFACTION RESPONDENTS
Very satisfied 18 18.0%
Satisfied 48 48.0%
Neutral 30 30.0%
Not satisfied 2 2.0%

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Very dissatisfied 2 2.0%

TOTAL 100 100%

CHART 4.23
CUSTOMER SATISFACTION TOWARDS MARUTI SUZUKI CARS

INTERPRETATION
From the above collected data, it is observed that most respondents are satisfied with their
Maruti Suzuki cars, with 48% satisfied and 18% very satisfied. About 30% remain neutral,
while only 4% are not satisfied or very dissatisfied.

TABLE 4.24
WILLINGNESS TO RECOMMEND MARUTI SUZUKI CARS TO
OTHERS

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LEVEL OF INTENTION NUMBER OF PERCENTAGE

TO RECOMMEND RESPONDENTS
Definitely 36 36.0%
May be 54 54.0%
Not sure 8 8.0%
No 2 2.0%
TOTAL 100 100%

CHART 4.24
WILLINGNESS TO RECOMMEND MARUTI SUZUKI CARS TO
OTHERS

INTERPRETATION
From the above collected data, it is observed that a majority of respondents (54%) may
recommend Maruti Suzuki cars, while 36% would definitely recommend them. Only 8% are
not sure, and 2% would not recommend.

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TABLE 4.25
PERCEPTION REGARDING SAFETY FEATURE IMPROVEMENT IN
MARUTI SUZUKI CARS
SAFETY PRECISION OF NUMBER OF PERCENTAGE
RESPONDENTS RESPONDENTS
Yes 92 92.0%
No 8 8.0%
TOTAL 100 100%

CHART 4.25
PERCEPTION REGARDING SAFETY FEATURE IMPROVEMENT IN
MARUTI SUZUKI CARS

INTERPRETATION

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From the above collected data, it is observed that a vast majority of respondents (92%)
believe that Maruti Suzuki should improve its safety features, while only 8% do not see a
need for improvement.

TABLE 4.26
SATISFACTION LEVEL WITH MARUTI SUZUKI SERVICE
CENTRES IN PALAKKAD
LEVEL OF NUMBER OF PERCENTAGE
SATISFACTION RESPONDENTS
Very satisfied 18 18.0%
Satisfied 54 54.0%
Neutral 24 24.0%
Not satisfied 2 2.0%
Very dissatisfied 2 2.0%
TOTAL 100 100%

CHART 4.26
SATISFACTION LEVEL WITH MARUTI SUZUKI SERVICE
CENTRES IN PALAKKAD

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INTERPRETATION
From the above collected data, it is observed that a majority of respondents are satisfied with
the Maruti Suzuki service centres in Palakkad, with 54% satisfied and 18% very satisfied.
About 24% remain neutral, while only 4% are not satisfied or very dissatisfied.

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5.1 FINDINGS

 Majority of the respondents (64%) belong to the age group of 20–30 years,
indicating that young adults form the main sample of the study.
 Male respondents (54%) slightly outnumber female respondents (46%),
showing almost balanced gender participation.
 Most of the respondents are students (76%), followed by employees (14%)
and business people (9%), indicating student dominance in the survey.
 A large proportion of respondents (80%) earn below ₹25,000 per month,
reflecting a low-income group.
 Only 20% of the respondents own a car, while 80% do not own a car,
indicating limited direct ownership experience.
 The main purpose of buying a car is daily commuting (54%), followed by
family trips (28%).
 SUVs are the most preferred segment (42%), followed by sedans (32%) and
hatchbacks (24%).
 Features are the most influential factor in purchase decisions (44%),
followed by brand image and mileage (16% each).
 A majority of respondents (58%) are very familiar with Maruti Suzuki cars,
showing high brand awareness.
 Most respondents (64%) have a positive perception towards the Maruti
Suzuki brand.

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 Majority of respondents (56%) perceive Maruti Suzuki cars as having

moderate quality, while 36% rate them as high quality.
 Fuel efficiency is rated as good or excellent by 86% of respondents,
indicating strong satisfaction with mileage.
 Advertisements of Maruti Suzuki are perceived as effective by 68% of
respondents.
 Social media promotions (38%) and discounts/offers (30%) are the most
attractive marketing strategies.
 Most respondents (94%) perceive Maruti Suzuki cars as affordable or very
affordable.
 A large majority (86%) find Maruti Suzuki showrooms easy to access in
Palakkad.
 Showroom experience is rated as good or excellent by 80% of respondents.
 Information provided by salespersons is considered always or sometimes
effective by 92% of respondents.
 Most respondents (76%) feel that Maruti Suzuki is better than other
competing brands.
 Low maintenance cost (27%) and fuel efficiency (26%) are identified as the
key competitive advantages.
 Majority of respondents rate the resale value as high or average (92%).
 Spare parts availability is considered easy by 86% of respondents.
 Customer satisfaction is high, with 66% of respondents being satisfied or
very satisfied.
 Most respondents (90%) are willing to recommend Maruti Suzuki cars to
others.

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 A vast majority of respondents (92%) believe that Maruti Suzuki should

improve its safety features.
 Satisfaction with Maruti Suzuki service centres is high, with 72% satisfied
or very satisfied.

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5.2 SUGGESTION

 Maruti Suzuki should improve safety features such as airbags and overall
build quality, as most respondents expect better safety standards.
 The company should strengthen digital and social media marketing since
these promotions attract the highest number of consumers.
 More focus should be given to upgrading features and technology, as
features play a major role in purchase decisions.
 Attractive EMI schemes and affordable models should be introduced to
encourage first-time buyers and non-car owners.
 Maruti Suzuki should work on improving product quality and interior
design to enhance brand perception.
 Dealership staff should provide more personalized service and clear
information to improve customer experience.
 The company should continue to maintain affordable pricing and low
maintenance cost, which are its key competitive advantages.
 Awareness programs should be conducted to highlight service network
strength, spare part availability, and resale value.

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5.3 CONCLUSION

The study clearly concludes that Maruti Suzuki continues to hold a strong and favorable
position in the automobile market of Palakkad district due to its affordability, fuel efficiency,
low maintenance cost, and extensive service network. The findings reveal a high level of
brand awareness and positive consumer perception, especially among young and middle-
income groups, which reinforces Maruti Suzuki’s dominance in the passenger car segment.

The research also highlights that product features, mileage, and brand image are the most
influential factors in purchase decisions, while effective advertising and social media
promotions play a significant role in attracting customers. High levels of customer
satisfaction with showroom experience, salesperson interaction, spare parts availability, and
service centres further strengthen customer loyalty and willingness to recommend the brand
to others.

However, the study also indicates a growing consumer expectation for improved safety
features, suggesting that Maruti Suzuki must continue to innovate and enhance safety
standards to remain competitive against emerging rivals. Overall, the study confirms that

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Maruti Suzuki’s customer-centric marketing strategies and competitive advantages have

successfully sustained its leadership position, and with continued focus on quality, safety, and
innovation, the brand is well-positioned for long-term growth and success.

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Books:

 Solomon, Michael R. Consumer Behavior: Buying, Having, and Being.

Pearson Education, New Delhi.

 Ramaswamy, V. S., and Namakumari, S. Marketing Management:

Planning, Implementation and Control. Macmillan India Ltd., New Delhi.

 Kotler, Philip, and Keller, Kevin Lane. Marketing Management. Pearson

Education, New Delhi.

Websites:

● [Link]
● [Link]
● [Link]
● [Link]/wiki/
● [Link]

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“A STUDY ON MARKETTING STRATEGY, COMPETITIVE

ADVANTAGES AND PERCEPTION OF CONSUMERS TOWARDS
MARUTI SUZUKI MOTOR CARS, WITH SPECIAL REFERENCE TO
PALAKKAD DISTRICT.”

QUESTIONNAIRE:

1. Age

☐ Below 20

☐ 20–30

☐ 31–40

☐ 41–50

☐ Above 50

2. Gender

☐ Male

☐ Female

3. Occupation

☐ Student

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☐ Employed

☐ Business

☐ Homemaker

☐ Other

4. Monthly Income Level

☐ Below ₹20,000

☐ ₹20,001–₹40,000

☐ ₹40,001–₹60,000

☐ ₹60,001–₹80,000

☐ Above ₹80,000

5. Do you own a car?

☐ Yes

☐ No

If yes, please mention the brand: ___________

6. What is the main purpose of buying a car?

☐ Hatchback

☐ Sedan

☐ SUV

☐ MPV

7. What influences your purchase decision the most?

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☐ Price

☐ Brand image

☐ Features

☐ Mileage

☐ After-sales service

8. How familiar are you with Maruti Suzuki cars?

☐ Very familiar

☐ Somewhat familiar

☐ Not familiar

9. What is your overall perception of Maruti Suzuki as a brand?

☐ Very positive

☐ Positive

☐ Neutral

☐ Negative

10. In your opinion, Maruti Suzuki cars are:

☐ High quality

☐ Moderate quality

☐ Low quality

11. Rate the fuel efficiency of Maruti Suzuki cars.

☐ Excellent

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☐ Good

☐ Average

☐ Poor

12. How effective do you find Maruti Suzuki’s advertisements?

☐ Very effective

☐ Effective

☐ Neutral

☐ Very ineffective

13. Which marketing strategy attracts you the most?

☐ Discounts/Offers

☐ Social media promotions

☐ Test drives

☐ Celebrity endorsements

☐ Dealership promotions

14. In your opinion, the pricing of Maruti Suzuki cars is:

☐ Very affordable

☐ Affordable

☐ Expensive

15. Is it easy for you to reach Maruti Suzuki showrooms in Palakkad?

☐ Yes

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☐ No

16. Rate the showroom experience of Maruti Suzuki in Palakkad.

☐ Excellent

☐ Good

☐ Average

☐ Poor

17. Does the salesperson provide clear and helpful information?

☐ Always

☐ Sometimes

☐ Rarely

☐ Never

18. How do you rate Maruti Suzuki in comparison with other brands (Hyundai, Tata,
Honda)?

☐ Much better

☐ Slightly better

☐ Same

☐ Worse

19. Which factor gives Maruti Suzuki a competitive advantage? (Choose one or more)

☐ Fuel efficiency

☐ Low maintenance cost

☐ Wide service network

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☐ Brand trust

☐ Resale value

20. How do you rate the resale value of Maruti Suzuki cars?

☐ Very high

☐ High

☐ Average

☐ Very low

21. Are spare parts for Maruti Suzuki easily available in Palakkad?

☐ Yes

☐ No

22. How satisfied are you with your Maruti Suzuki car (if you own one)?

☐ Very satisfied

☐ Satisfied

☐ Neutral

☐ Not satisfied

☐ Very dissatisfied

23. Will you recommend Maruti Suzuki to others?

☐ Definitely

☐ Maybe

☐ Not sure

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☐ No

24. Do you think Maruti Suzuki should improve its safety features?

☐ Yes

☐ No

25. Are you satisfied with the service centres in Palakkad?

☐ Very satisfied

☐ Satisfied

☐ Neutral

☐ Not satisfied

☐ Very dissatisfied

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