An Empirical Study on Customers’ Preference of Cars with Special Reference to Maruti Suzuki and Tata Motors

Abstract

In present day world cars have no longer remained a luxury item, especially small cars. Moreover, there has been an ambition among the people to own a car, more so during Covid times. The desire of the people has also been complimented by introduction of new models and offers by car manufacturers as well as easy source of finance at competitive rates. This study is undertaken to assess the factors considered by car buyers while selecting a car and their satisfaction level. For this study two manufacturers were selected- Maruti Suzuki the market leader and a strong Indian competitor Tata Motors. The study revealed that though Maruti Suzuki still has the highest customer base due to its brand image, Tata Motors is gaining new customers by providing strong and sleek cars.