1.

INTRODUCTION :
1.1 The History of Maruti Suzuki India Limited:
Maruti Suzuki India Limited is a New Delhi-based manufacturer of automobiles in
India. It was founded on February 24, 1982, and was formerly known as Maruti
Udyog Limited. Maruti inked a joint venture and a license agreement on October
2nd, 1982, with Suzuki, the world's largest automaker. Maruti Suzuki India Limited
is owned by the Japanese company Suzuki Motor Corporation (MSIL, formerly
known as Maruti Udyog Limited). For more than 25 years, Maruti Suzuki India Ltd.
has dominated the Indian automotive market [1]. In 1983, the business introduced
the Maruti 800 and began operations. By exporting 500 automobiles to Hungary, it
also made its international debut. The Indian auto industry has undergone a
transformation, and Maruti Suzuki India Limited has emerged as a pioneer. The
company manufactures passenger vehicles and does sales in India. Gurgaon and
Manesar, both in the state of Haryana, are home to the company's production
facilities. The business also operates a state-of- the-art R&D facility in Rohtak,
Haryana. Maruti Suzuki India Limited has expanded from its small Maruti 800
series beginnings to a wide range of 16 automobile models with more than 150
variants.
Reasons for Choosing Maruti Suzuki Cars

Maruti Suzuki vehicles are undoubtedly the most popular vehicles in the mid-range
segment in India. Since most of these cars are available at reasonable rates, ideal for
mass usage, unbelievably fuel-efficient, satisfactory resale value, and affordable
Maruti CAR INSURANCE renewal. From easily available spare parts to multiple
service centers spread across the length and breadth of the country, the popularity of
Maruti vehicles is unparalleled.
While purchasing a car, several factors play dominant roles in the process of
making your choice. However, if you choose quality, reliability, and value for
money, you will simply fail to draw any comparison between the Maruti Suzuki
cars and the cars of any other brand. In this particular article, we would like to draw
your attention to the chief reasons for the popularity of the Maruti Suzuki cars.
Reasons for chosing Maruti Suzuki cars
1. Reputation and Reliability: Maruti Suzuki has established a strong reputation
for producing reliable and fuel-efficient vehicles. The brand is known for its
commitment to quality, value for money, and after-sales service. This
reputation influences consumers to choose Maruti Suzuki as a trusted and
dependable brand.
 2. Wide Range of Models: Maruti Suzuki offers a diverse portfolio of car
models to cater to different customer segments and preferences. Whether
someone is looking for a small, budget-friendly car like the Maruti Alto or a
spacious and feature-rich sedan like the Maruti Dzire, the brand provides
options for various needs and budgets.

3. Affordability:
The cost is one of the main and determining factors while buying anything; the car
is no exception. The Maruti cars, being designed for the masses, are reasonably
priced, making them an easily affordable and available brand.

Moreover, these cars are also available in various types of models. Such wide
affordable availability is one of the chief reasons for the Maruti cars being so
popular in the Indian context.

4. Security:
Because of their smooth operation and performance on the roads and ensuring the
best possible security measures for the drivers as well as the passengers, the Maruti
cars top the list.

Moreover, they are also noted for their error-free braking system, providing the
owners with a fine and smooth driving experience.

5. Durability:
The Maruti cars are sturdy enough to handle the ruggedness of the Indian roads.
They are dedicated to providing their customers with the best quality, without
burning a hole in their pocket.

Maruti cars give no reason to their customers to doubt their durability. These are
specifically designed for hard and long-term driving purposes, and the brand never
fails to keep its promise to serve the best to its customers.

6. Resale value:
Nobody buys a car to last for a lifetime. If you are buying a Maruti car today, you
need not have to worry about reselling it in the future. The market trend reveals that
the Maruti cars can fetch a satisfactorily high resale value under the current
circumstances in the market.

The general people are quite interested in buying these cars because of their
unbeatable brand reputation, performance, customer care service, performance, and
quality.

7. Maintenance and service:

Maruti Suzuki maintains an enviable network of service centers all over the country.
Irrespective of your location, you will invariably find at least a Maruti service
centre nearby, especially in the metro cities.

If your car breaks down under some unfortunate circumstances in the middle of the
road, it won’t be too hard to find a befitting Maruti service centre and solve your
problem.

8. Easy availability of the spare parts:

As an owner of a Maruti Suzuki car, you will never face any dearth of spare parts
when it needs replacement. It is extremely easy for Maruti customers to find
befitting spare parts and other components manufactured by the same brand.

Moreover, the company ensures optimum availability of all their spare parts so that
the customers never face any difficulty in finding one, especially in times of
emergency.

9. Nature of acceleration and pick up:

All the Maruti Suzuki cars are especially noted for their excellent acceleration and
great pick up. This is a great feature for any car. While choosing a car, you will
always wish to enjoy a good pickup and acceleration for a smooth driving
experience on the road.

10. Mileage:
Determining the mileage is one of the most important determinants while selecting
any vehicle. Knowing the trend of the customers, the experts of the Maruti team
design each of their vehicles with utmost care and dedication, ensuring optimum
mileage, so you get the best fuel service.
 11.Strong Market Presence: Maruti Suzuki has been a dominant player in the
Indian automotive market for several decades. The brand's widespread market
presence and high market share provide a sense of familiarity and assurance
to consumers. Seeing numerous Maruti Suzuki vehicles on the roads
reinforces the brand's popularity and influences the purchase decision.

12. Highlighting features:

The Maruti Suzuki cars are noted for their standard features in all their models,
including music system, AC, alloy wheels, etc. All these features gain these cars
new standards, redefining the industry trends and requirements.

Apart from these, some of the other important features of the Maruti cars include:

● The Maruti cars are equipped with a small engine capacity with high mileage,
making them ideal for the Indian roads. They are stable, durable, and safe.

● The latest Maruti cars are equipped with airbags, automatic transmission, ABS,
etc., meeting the contemporary market trends.

● Most of the Maruti car models offer enough leg space, ensuring good comfort for
the driver and the passengers.

● These cars are fuel-efficient, enhancing their affordability.

● They offer a wide range of colours, makes, models and variants.

● The Maruti cars are durable; require low running and maintenance costs, offering
great value for money.

Q&A
1. Describe the most relevant reference group(s) and indicate the probable
degree of influence on decisions for this. The most relevant reference groups
for Maruti Suzuki can include:
a) Family and Friends: Opinions and experiences shared by close social circles,
especially family and friends who own or have experience with Maruti Suzuki cars,
can have a significant influence on individual purchase decisions.

b) Local Community: The influence of the local community, including neighbors,

colleagues, and acquaintances, who own or recommend Maruti Suzuki cars can play
a role in decision-making, particularly for those seeking advice from people within
their immediate environment.

c) Online Communities and Forums: Online platforms, discussion forums, and

social media groups dedicated to automobiles and specifically Maruti Suzuki cars
can provide valuable insights, reviews, and recommendations from like-minded
individuals who are enthusiasts or current owners.

2. How important are reference groups to the purchase of Maruti Suzuki

products or activities?

Reference groups play an important role in the purchase of Maruti Suzuki

products. They provide social influence, recommendations, and advice that
can shape consumers' perceptions and decisions. As Maruti Suzuki is a
popular brand in India, consumers often seek validation from their reference
groups to confirm the brand's reputation, reliability, and value.
3. Would their influence also affect the brand or model?

Yes, the influence of reference groups can impact both the brand and model
choices. Reference groups shape consumers' perceptions of the brand's
overall reputation, reliability, and trustworthiness. They may also influence
specific model choices within the Maruti Suzuki lineup based on
recommendations, personal experiences, or preferences shared by reference
group members.

4. Would their influence be informational, normative, or identification? Justify

your answers.

The influence of reference groups on the purchase of Maruti Suzuki products

can involve informational, normative, and identification factors:

a) Informational Influence: Reference groups provide information, advice, and

recommendations about Maruti Suzuki cars, including their features, performance,
fuel efficiency, pricing, and overall value. Consumers seek their opinions to gather
knowledge and make informed decisions.

b) Normative Influence: Reference groups can create a sense of social norms and
expectations around car ownership, particularly within a specific community or
social circle. Consumers may feel influenced to conform to the preferences and
choices of their reference groups to align with social norms and gain acceptance or
approval.

c) Identification Influence: Reference groups can shape consumers' sense of identity

by connecting the Maruti Suzuki brand and its products to desired social groups or
lifestyles. Consumers may seek to identify with their reference groups by adopting
the brand and its models, aligning themselves with the values and aspirations
associated with Maruti Suzuki.

5. What reference groups would be relevant to the decision to purchase Maruti

Suzuki products? Relevant reference groups for the decision to purchase
Maruti Suzuki products can include:

a) Family and Friends: Opinions, experiences, and recommendations shared by

close family members and friends who own or have experience with Maruti Suzuki
cars.

b) Local Community: Recommendations and experiences shared by neighbors,

colleagues, and acquaintances within the local community who own Maruti Suzuki
cars.

c) Online Communities and Forums: Engaging with online platforms, discussion

forums, and social media groups dedicated to Maruti Suzuki or general automobile
discussions, where enthusiasts and owners share their insights, experiences, and
recommendations.

d) Automotive Experts and Journalists: Opinions and evaluations from automotive

experts, journalists, and publications that provide reviews, comparisons, and
analysis of Maruti Suzuki cars.

These reference groups can provide valuable information, opinions, and social
validation for individuals considering the purchase of Maruti Suzuki cars.