Home / Current Issue / Paper 1708872
Evaluating Marketing Strategies and Consumer Behaviour: A Study of Maruti Suzuki Automotive Company
Subject area: Management and Commerce · Area of research: Marketing Strategy Evaluation
Abstract
This study evaluates the effectiveness of key marketing strategies adopted by Maruti Suzuki and explores how these strategies shape consumer behaviour in the Indian passenger vehicle market. Data were collected through a structured survey of 400 existing and prospective car owners across the Delhi NCR region, supplemented by two expert interviews. Descriptive statistics and exploratory factor analysis were employed to identify the most salient purchase drivers (price perception, fuel efficiency, brand trust, and after sales service quality). The findings suggest that Maruti Suzuki?s hybrid ?value for money plus emotion? positioning resonates strongly with first time buyers, while digital engagement tactics are gaining traction among urban millennials. The paper concludes with managerial recommendations aimed at sustaining brand loyalty in an increasingly competitive landscape.
Keywords
Maruti Suzuki, marketing strategy, consumer behaviour, automotive industry, India
How to cite this paper
@article{1708872,
author = {Apoorva Kumar },
title = {Evaluating Marketing Strategies and Consumer Behaviour: A Study of Maruti Suzuki Automotive Company},
journal = {Iconic Research And Engineering Journals},
year = {2025},
volume = {8},
number = {12},
pages = {1-2},
issn = {2456-8880},
url = {https://www.irejournals.com/formatedpaper/1708872.pdf},
abstract = {This study evaluates the effectiveness of key marketing strategies adopted by Maruti Suzuki and explores how these strategies shape consumer behaviour in the Indian passenger vehicle market. Data were collected through a structured survey of 400 existing and prospective car owners across the Delhi NCR region, supplemented by two expert interviews. Descriptive statistics and exploratory factor analysis were employed to identify the most salient purchase drivers (price perception, fuel efficiency, brand trust, and after sales service quality). The findings suggest that Maruti Suzuki?s hybrid ?value for money plus emotion? positioning resonates strongly with first time buyers, while digital engagement tactics are gaining traction among urban millennials. The paper concludes with managerial recommendations aimed at sustaining brand loyalty in an increasingly competitive landscape.},
keywords = {Maruti Suzuki, marketing strategy, consumer behaviour, automotive industry, India},
month = {June},
}