Product positioning vis-à-vis customer perception study of maruti suzuki swift car in Coimbatore

Automobile manufacturers have been experiencing boom in the car market since last three decade. The car marketers were depending a lot upon the upper class society, but the present trends have changed gradually. The purchasing power of the middle class segment has gone up considerably, more over they became the main target customer of the emerging premium small size cars. In the meantime, due to liberalization of Industrial Policy by the government of India in 1991, the Indian Automobile Industry faced an opportunity of entry of foreign car manufacturers and in the increase of domestic car manufacturers. Domestic car manufacturers felt a stiff competition in the arena of car market subsequently. After many decades, Indian customers may see a real buyer's market where the auto makers are offering better options. The customers are becoming more price and quality conscious. The primary objective is to examine the product positioning strategy vis-a-vis customer perception of Maruti Suzuki Swift Car in India considering Coimbatore as its study area.