The aim of this research is to examine customer preferences in Tiruchirappalli, a prominent city in Tamil Nadu, India, regarding Maruti Suzuki automobiles. Maruti Suzuki is prominently acknowledged as a leading vehicle manufacturer in the nation. The firm is distinguished for its competitively priced automobiles, fuel economy, and comprehensive dealer network. The objectives of this study are to examine several elements that influence consumer decision-making. Factors such as brand trust, after-sales service quality, vehicle performance, cost, and resale value are all taken into account. Maruti Suzuki is selected by a significant number of respondents, based on data obtained from a varied range of participants. This choice may be ascribed to the company's renowned reputation for dependability and cost-effectiveness, particularly in urban and semi-urban areas. The researcher collected responses from 220 individuals, of whom 172 participants completed the questionnaire in its entirety. Other participants failed to submit the questionnaire. The results provide significant insights applicable to marketing initiatives. These insights will enable the brand to adeptly respond to the needs of clients in the area and to enhance its standing in the global market.
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