• Mrs.D. Vijaya Nirmala
• Dr. N. Gunasekaran,

“Factors Influencing Consumers’ Purchase Intentions for Maruti Suzuki Cars: An Empirical Study” Mrs. D.Vijaya Nirmala Ph.D Research Scholar (Part Time) Department of commerce Morappur Kongu Arts and Science College Morappur, Dharmapuri District Dr. N. Gunasekaran, Principal, Morappur Kongu Arts and Science College, Morappur, Dharmapuri District Abstract The Indian automobile industry is characterized by intense competition and changing consumer preferences, making it essential to understand the factors influencing purchase intentions. This study examines the key factors affecting consumers’ purchase intentions toward Maruti Suzuki cars. Primary data were collected from 200 respondents using a structured questionnaire, and convenience sampling was employed. Descriptive statistics, mean ranking, and Kendall’s Coefficient of Concordance were used for data analysis. The findings reveal that brand-related attributes such as perceived reliability, trustworthiness, and long-standing market presence significantly influence purchase intention. Economic and usage-related factors, particularly rising fuel cost considerations and suitability for daily commuting, emerged as dominant determinants. Product-related aspects including comfort, convenience, and infotainment features showed moderate influence, while social factors such as recommendations from family and friends and word-of-mouth publicity also played an important role. Kendall’s coefficient indicated a low but statistically significant level of agreement among respondents regarding the ranking of influencing factors, suggesting varied consumer priorities. The study highlights that consumers place greater emphasis on functional reliability and cost efficiency rather than advanced technological features. The findings provide valuable insights for automobile manufacturers and marketers to design consumer-oriented strategies, strengthen brand positioning, and enhance customer satisfaction in the competitive Indian automobile market. The study examines the key factors influencing consumers’ purchase intentions toward Maruti Suzuki cars. Using a quantitative survey-based approach, data were collected from potential and existing car buyers. The findings reveal that brand image, price affordability, fuel efficiency, after-sales service, and social influence significantly impact consumers’ purchase intentions. The study provides valuable insights for automobile manufacturers and marketers to align their strategies with consumer expectations and sustain competitive advantage.

Keywords: Purchase intention, Maruti Suzuki, consumer behavior, automobile industry, brand image and after-sales service

"“Factors Influencing Consumers’ Purchase Intentions for Maruti Suzuki Cars: An Empirical Study”", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.12, Issue 12, page no.d458-d469, December-2025, Available :http://www.jetir.org/papers/JETIR2512357.pdf

"“Factors Influencing Consumers’ Purchase Intentions for Maruti Suzuki Cars: An Empirical Study”", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.12, Issue 12, page no. ppd458-d469, December-2025, Available at : http://www.jetir.org/papers/JETIR2512357.pdf