Determinants Of Brand Loyalty For Maruti Vitara Brezza With Reference To Madurai City

Abstract

India became the fourth largest automobile market in the year 2019 surpassing Germany and is expected to beat the Japanese auto market in the year 2021. It will also make India the world’s third largest automobile sector. For India, the auto sector is highly crucial as it contributes 49 percent to the manufacturing Gross Domestic Product (GDP) and 7.5% to the overall GDP.

In the beginning of 2020 with a lack of consumer spending, more private investments, weak monsoon season, and the imposition of BS-VI norms, the year 2020 started weak for the auto sector. As per the data of the Society of Indian Automobile Manufacturers (SIAM), for the financial year 2019-20, the Indian auto sector witnessed a drop of around 18 percent in domestic sales. It also led to a fall in the passenger vehicle, commercial vehicle, and two-wheelers respectively by 18 percent, 28.75 percent, and 9.19 percent. 

Maruti Suzuki has been recognised as the “most trusted brand’ consecutively for the last 21 years by JD power Asia Pacific. The first Maruti Car was launched in 1983 as a poor man’s car and since then it has been in the market as the most successful brand for the past thirty eight years.  The objective of the study is to evaluate the various customer segments in Madurai city driving Maruti Vitara Brezza cars and to determine the brand loyalty by studying   the relationship and impact of human personality on brand loyalty.

This study f the nature of empirical research design. The segmentation of the owners of Maruti Vitara Brezza helped in identifying four major segments viz. traditionalist, emotionalist and protagonist.  Structural equation modeling - Amos analyses revealed the brand loyalty dimension of Maruti Vitara Brezza as ruggedness  as the human personality.