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Determinants of Consumer Satisfaction and Repurchase Intention in the Indian Automobile Sector: An Empirical Study of Mahindra & Mahindra
Subject area: Management and Commerce · Area of research: Management - Marketing
DOI: https://doi.org/10.64388/IREV9I10-1716964
Abstract
The Indian automobile industry is undergoing rapid transformation due to evolving consumer preferences, technological advancements, and increasing competition. This study aims to examine the determinants of customer satisfaction and repurchase intention in the passenger vehicle segment, with specific reference to Mahindra & Mahindra. Primary data were collected from 114 respondents using a structured questionnaire based on a five-point Likert scale. The study employs reliability analysis, exploratory factor analysis (EFA), correlation, and regression techniques to analyze the relationships among key variables. The findings reveal that brand trust, perceived value for money, and product features significantly influence customer satisfaction. While safety and design attributes positively contribute to perception, factors such as mileage and after-sales service demonstrate relatively weaker performance. Regression results confirm that customer satisfaction is a strong predictor of repurchase intention, explaining a substantial proportion of variance. The study contributes to consumer behavior literature in emerging markets by highlighting the mediating role of satisfaction and the dominance of brand trust in high-involvement purchases. Managerial implications emphasize the need for improving service quality and operational efficiency to sustain long-term loyalty.
Keywords
Customer satisfaction, Repurchase intention, Brand trust, Automobile industry, Emerging markets, Consumer behavior
How to cite this paper
@article{1716964,
author = {Ayushi Desai , Jennifer Zaveri},
title = {Determinants of Consumer Satisfaction and Repurchase Intention in the Indian Automobile Sector: An Empirical Study of Mahindra & Mahindra},
journal = {Iconic Research And Engineering Journals},
year = {2026},
volume = {9},
number = {10},
pages = {3431-3436},
issn = {2456-8880},
url = {https://www.irejournals.com/formatedpaper/1716964.pdf},
abstract = {The Indian automobile industry is undergoing rapid transformation due to evolving consumer preferences, technological advancements, and increasing competition. This study aims to examine the determinants of customer satisfaction and repurchase intention in the passenger vehicle segment, with specific reference to Mahindra & Mahindra. Primary data were collected from 114 respondents using a structured questionnaire based on a five-point Likert scale. The study employs reliability analysis, exploratory factor analysis (EFA), correlation, and regression techniques to analyze the relationships among key variables. The findings reveal that brand trust, perceived value for money, and product features significantly influence customer satisfaction. While safety and design attributes positively contribute to perception, factors such as mileage and after-sales service demonstrate relatively weaker performance. Regression results confirm that customer satisfaction is a strong predictor of repurchase intention, explaining a substantial proportion of variance. The study contributes to consumer behavior literature in emerging markets by highlighting the mediating role of satisfaction and the dominance of brand trust in high-involvement purchases. Managerial implications emphasize the need for improving service quality and operational efficiency to sustain long-term loyalty.},
keywords = {Customer satisfaction, Repurchase intention, Brand trust, Automobile industry, Emerging markets, Consumer behavior},
month = {April},
doi = {https://doi.org/10.64388/IREV9I10-1716964}
}