Customer Satisfaction Towards Maruti Suzuki Car in Gorakhpur City

Abstract

The vehicle industry in India rose to become the fourth biggest globally. Maruti Suzuki is one of the few automakers with extensive knowledge of the Indian market. As of December 2023, it has a 36.50 percent market share, making it the biggest automotive maker. Customer decision-making is a complicated process. Choosing the goods or services to purchase requires a number of steps. The researcher has tried to find out which Maruti Suzuki vehicle brand the customers prefer and to examine consumer satisfaction in study area. This research covers the ways for raising consumer awareness of Maruti Suzuki vehicles, the variables affecting consumers' purchasing decisions, and the degree of customer satisfaction with these vehicles. By computing the weighted average score for each influential aspect, the ranking system based on positive responses is used to assess the degree of consumer satisfaction with Maruti Suzuki cars. The customers express dissatisfaction with the air cooler facility, interior decorating, and after-sale support. Positively, the majority of buyers express great satisfaction with the engine performance, driving comfort, style/color, and safety. Key words: Maruti Suzuki Car, Customer Satisfaction, Factors Affecting, After Sales Service.