Consumer Preference Towards Maruti Suzuki and Hyundai Motors: A Comparative Study of The Automobile Sector

Abstract

This research was conducted with the major aim to compare the consumer preference towards passenger cars of Maruti Suzuki and Hyundai Motors in Delhi Region. Convenience sampling technique was adopted with the sample size of 150 respondents. The primary data for the study was collected using a self-designed questionnaire. Independent T test analysis was used to compare the preferences of consumers towards the passenger vehicles of Maruti Suzuki and Hyundai Motors. The brands were compared on five attributes namely, colour, interior, price, after sales service and re sale value. The key finding of the study was that there is no difference in the consumer preference across these two brands on attributes such as colour, interiors and after sales service. However, the preferences of the customers varied on factors like resale value and price. The key recommendation of the research is about adopting innovative techniques by both these brands to distinguish themselves in the market and establish higher brand equity.