• SHAISTHA
• DR. ATUL LOOMBA

abstract In today’s scenario with competitive marketing and globalization, the job for the consumers has become very tough and confusing whether to buy a compact car. In a severely competitive car industry, many compact car segments nowadays focus on providing value for money with the purpose of attaining competitive advantage. The objective of this study is to analyze the compact cars with extensive research on their perceptions, marketing mix and attitudes towards a variety of attributes and factors. There are mainly brands of compact cars, Maruti-Alto, Hyundai i10, Renault Kwid and Tata Tiago for a comparative study of car segment. Data has been collected from both primary and secondary sources. The primary data was gathered with the support of structured questionnaire due to its simplicity and reliability. The secondary data has been gathered from various newspaper articles, business journals, financial reports and relevant websites. The study concludes that the quality improvement initiatives of compact car segment must begin with preference of customer requirements. In the same way, small car companies must develop strategies to fulfill their service guarantee along the performance measures, most significant to car buyers to boost customer satisfaction. This research study will assist guide the compact car companies to appropriately improve their customer satisfaction which will, eventually, assist to make better revenues. All the cars taken for the sample showed that the consumers perceived them as almost same in all the attributes like fuel efficient, economic and family preference. Respondents liked Alto more for its fuel efficiency, whereas Maruti’s after sales service was perceived to be good. This research work provides some contributions to the compact car industry regarding quality of services and corporate image, and offers recommendations for further based on the research findings.

Compact Car, factors, Customer Satisfaction

"To Study The Factor Affecting Customer Satisfaction In Compact Car Segment", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.9, Issue 2, page no.a818-a827, February-2022, Available :http://www.jetir.org/papers/JETIR2202100.pdf

"To Study The Factor Affecting Customer Satisfaction In Compact Car Segment", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.9, Issue 2, page no. ppa818-a827, February-2022, Available at : http://www.jetir.org/papers/JETIR2202100.pdf