CHAPTER - 1
INTRODUCTION
Customer satisfaction is a fundamental aspect of business success, particularly in the
automobile industry, where consumer expectations evolve rapidly. Maruti Suzuki, India’s
largest car manufacturer, has been a dominant force in the market due to its affordability, fuel
efficiency, and extensive service network. However, with growing competition and increasing
customer demands for advanced technology, enhanced safety, and premium features, it is
essential to evaluate how well Maruti Suzuki meets these expectations.
The Indian automobile industry is highly competitive, with numerous manufacturers striving
to attract consumers by offering superior quality, performance, and services. Factors such as
product durability, pricing, fuel efficiency, safety, and after-sales service play a crucial role in
shaping customer satisfaction. Maruti Suzuki has built a strong reputation over the decades,
largely due to its low maintenance costs, easy availability of spare parts, and high resale
value. Despite its strong market presence, the company faces challenges from rivals like
Hyundai, Tata, and Kia, who are offering technologically advanced and feature-rich vehicles.
This study seeks to analyze how satisfied customers are with Maruti Suzuki vehicles and
identify potential areas for improvement.
Evolution of Maruti Suzuki in the Indian Market
Since its inception in 1981, Maruti Suzuki has transformed the Indian automobile industry.
The launch of the Maruti 800 in 1983 marked the beginning of affordable personal mobility
in India. Over the years, the company has expanded its portfolio to include a wide range of
models, including hatchbacks, sedans, and SUVs, catering to diverse consumer needs. The
Alto, Swift, WagonR, Baleno, and Brezza have been some of its most successful models,
consistently leading sales charts.
Despite its dominance, Maruti Suzuki operates in an industry that is constantly evolving. With
increasing government regulations on emissions and safety, the company faces pressure to
enhance its vehicle lineup. The demand for electric vehicles, hybrid technology, and
connected car features is growing, and competitors are aggressively introducing models that
meet these requirements. To sustain its leadership, Maruti Suzuki must adapt to these market
shifts while maintaining its core strengths of affordability and reliability.
Key Factors Influencing Customer Satisfaction
Customer satisfaction in the automobile industry is influenced by multiple factors that affect
the ownership experience. One of the most critical factors is fuel efficiency, which has been a
key selling point for Maruti Suzuki vehicles. The brand is known for offering petrol, CNG,
and hybrid options that provide excellent mileage, making it an attractive choice for budget-
conscious consumers. However, with the rise of electric mobility, the company needs to focus
on new powertrain technologies to stay competitive.
Another important aspect is pricing and affordability. Maruti Suzuki has traditionally
positioned itself as a cost-effective brand, making car ownership accessible to a large section
of the population. The company also benefits from low maintenance costs and easily
available spare parts, contributing to a positive customer experience. However, modern
consumers are increasingly seeking premium features such as touchscreen infotainment
systems, sunroofs, and advanced driver assistance systems. Competitors are integrating these
features into their vehicles, raising the expectations of Indian car buyers.
Comfort and interior quality also play a significant role in shaping consumer perceptions.
While Maruti Suzuki vehicles are designed for practicality, they often lack the premium feel
and refined interiors offered by rivals like Hyundai and Tata. In an era where connectivity and
digital interfaces are gaining importance, Maruti Suzuki must enhance its vehicle interiors to
appeal to a more tech-savvy customer base.
OBJECTIVES OF THE STUDY
To study on customer satisfaction towards Maruti Suzuki vehicles
To analyze the customer satisfaction of Maruti Suzuki vehicles
To identify the key factors influencing customer satisfaction
To analyze customer perception of Maruti Suzuki in comparison to competitors
SCOPE OF THE STUDY
This study aims to analyze customer satisfaction with Maruti Suzuki vehicles by examining
various factors that influence consumer preferences and ownership experiences. As the
leading automobile manufacturer in India, Maruti Suzuki caters to a broad spectrum of
consumers across different economic and geographic segments. Understanding how well the
brand meets customer expectations and identifying areas for improvement will provide
valuable insights into its long-term market positioning.
The study primarily focuses on the Indian automobile market, where Maruti Suzuki holds a
dominant position. It considers consumer feedback from urban, semi-urban, and rural areas
to capture diverse perspectives on vehicle performance, pricing, safety, technology, and
after-sales service. Since Maruti Suzuki has a vast customer base, this research will evaluate
satisfaction levels across different vehicle categories, including hatchbacks, sedans, SUVs,
and alternative fuel models like CNG and hybrid vehicles. It will also explore the company’s
readiness for the growing demand for electric vehicles and how consumers perceive its
upcoming EV strategy.
This study covers various customer segments, including first-time car buyers, repeat buyers
upgrading to premium models, taxi and fleet operators, and long-term owners who can
provide insights into the durability and maintenance aspects of Maruti Suzuki vehicles. The
research will compare Maruti Suzuki’s customer satisfaction levels with competing brands
such as Hyundai, Tata, Kia, and Mahindra to understand its strengths and areas that require
improvement in the highly competitive automobile industry.
Key factors influencing customer satisfaction, such as product quality, fuel efficiency, pricing,
technology, safety features, and after-sales service, will be thoroughly examined. The study
will also analyze the impact of Maruti Suzuki’s extensive service network, low maintenance
costs, and high resale value on overall customer loyalty. Given the increasing emphasis on
advanced safety standards and connected car features, the study will assess consumer
expectations regarding technological enhancements and how Maruti Suzuki is adapting to
these demands.
RESEARCH METHODOLOGY
1. Research Design
The study will follow a descriptive research design to analyze customer satisfaction levels
and key influencing factors regarding Maruti Suzuki vehicles. This approach helps in
understanding consumer perceptions, expectations, and experiences.
2. Data Collection Method
A. Primary Data Collection
To gather firsthand insights, data will be collected through:
Surveys & Questionnaires – Structured questionnaires will be designed and
distributed to Maruti Suzuki customers to evaluate their satisfaction levels.
B. Secondary Data Collection
Relevant secondary data will be gathered from:
Maruti Suzuki official reports and customer feedback analysis.
Industry reports on automobile customer satisfaction.
Research articles, online reviews, and competitor analysis reports.
3. Sampling Method
A random sampling technique will be used to select respondents from different customer
groups, ensuring a diverse and representative sample.
Sample Size – A minimum of 200-500 respondents will be surveyed for statistical
reliability.
Target Audience – Existing Maruti Suzuki vehicle owners, including both first-time
buyers and repeat customers.
4. Data Analysis Techniques
The collected data will be analyzed using:
Descriptive Statistics – Mean, percentage, and frequency analysis to summarize
customer satisfaction levels.
Correlation & Regression Analysis – To identify key factors influencing satisfaction.
Sentiment Analysis – To analyze customer opinions from open-ended responses and
online reviews.
Comparative Analysis – To compare Maruti Suzuki’s satisfaction levels with
competitors.
5. Research Limitations
Potential biases in customer responses.
Limited access to competitor satisfaction data for direct comparison.
Time constraints in data collection and analysis.
6. Ethical Considerations
Ensuring confidentiality and anonymity of customer responses.
Using data strictly for research purposes and maintaining ethical research standards.
LIMITATIONS OF THE STUDY
The study is based on personal opinions from surveys and interviews, which may
introduce bias due to varying customer expectations.
Focusing mainly on Indian consumers makes it hard to compare satisfaction with
international markets.
Findings may become outdated as new technologies, regulations, and models emerge.
Satisfaction can be affected by competing brands and offers, which the study may not
fully capture.
The sample may not reflect all customer demographics and usage patterns, causing
insight gaps.
