Published Paper Details:

This study analyses consumer behaviour regarding Maruti Suzuki vehicles in the Tiruchirappalli district, emphasising critical elements that affect purchase decisions, brand loyalty, and customer satisfaction. This research aims to comprehend the resonance of Maruti Suzuki's goods with local consumers, given its status as a premier vehicle manufacturer in India. The research examines factors like price sensitivity, fuel economy, after-sales service, brand impression, and product attributes. Data was gathered via surveys and interviews with an appropriate sample of automobile owners and potential buyers in the region. The results underscore the significance of price, dependability, and comprehensive service networks in influencing consumer preferences. The findings of this research provide substantial direction for Maruti Suzuki and other automotive stakeholders to tailor their tactics to meet the demands and preferences of customers in semi-urban and urban areas like Tiruchirappalli.