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A Study on Customer Perception Towards Selecting Marketing Mix of Maruti Suzuki Arena, Raipur (C.G.)

Dr. Apoorwa Mishra, Sanskar Agrawal

Amity Business School, Amity university Chhattisgarh

Amity Business School, Amity University Chhattisgarh

Abstract

In today’s competitive automotive industry, customer perception plays a critical role in shaping marketing strategies and business success. The present study focuses on understanding the customer perception regarding the marketing mix elements—Product, Price, Place, Promotion, People, Process, and Physical Evidence—specifically in the context of Maruti Suzuki Arena in Raipur, Chhattisgarh. Maruti Suzuki, being India’s leading automobile manufacturer, has established a strong presence across the country, and the Arena outlets are designed to offer a more modern and engaging car-buying experience. However, the effectiveness of its marketing strategies at the local level requires a focused assessment to identify areas of strength and improvement.

This study aims to evaluate how customers perceive each element of the marketing mix and how these perceptions influence their purchasing decisions. A structured questionnaire was used to collect primary data from 100 respondents who have either purchased or visited Maruti Suzuki Arena in Raipur. The research explores the extent to which product quality, pricing strategies, promotional campaigns, dealership location, employee behavior, delivery process, and showroom ambiance impact customer satisfaction and brand preference.

Findings from the study indicate that customers place high importance on the product’s quality and fuel efficiency, reflecting Maruti’s strong value proposition. Competitive pricing is also a key factor influencing purchase decisions. The dealership's location in Raipur, being easily accessible and well-connected, adds to the convenience of customers. Promotional strategies like festive offers, digital campaigns, and test-drive initiatives have a moderate influence on customer engagement. However, customer perceptions are highly sensitive to the attitude of sales personnel and the transparency of the buying process. Physical attributes of the showroom such as cleanliness, layout, and technological integration also contribute significantly to the overall experience.

The study concludes that while Maruti Suzuki Arena in Raipur performs well in terms of product and pricing, there is scope for enhancing promotional effectiveness and refining interpersonal interactions. The insights gained can assist the dealership in optimizing its marketing mix to align better with customer expectations and improve competitive advantage. Future research can expand on this by comparing customer perceptions across multiple cities or dealerships to develop a broader marketing strategy framework for Maruti Suzuki.