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A study on factor influencing customer preference for purchasing a car with respect to Maruti Suzuki in Bhilai-Durg, India

Author Affiliations

  • 1Department of Management, Bhilai institute of Technology, Durg, CG, India

Res. J. Management Sci., Volume 6, Issue (7), Pages 5-8, June,6 (2017)


The intent of the research paper is to find out the major factors which are responsible for influencing the preference of customer to purchase the car. The facilities, self esteem, performance, publicity and service orientation are the factors affecting customer preference for light motor vehicle (Maruti Suzuki) cars. The factor analysis shows that facilities, self esteem, performance, publicity and service orientation influencing the customer overall preference about light motor vehicle cars, the more factor loading is associated with the self esteem factor. Therefore, the car manufacturers should emphasize on self esteem factors which consist of comfort, style and model variants as by and of itself customers will have a superior recognition of aspect of the brand. The majority of customers prefer Maruti Suzuki brand of car in Bhilai-Durg city. There is tough competitions in the market so it is must to always studied and launch the cars according to the customer’s preference.


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