A STUDY ON IMPACT OF TEST DRIVE OF MARUTI SUZUKI ARENA ON PURCHASE DECISION BY CUSTOMERS WITH SPECIAL REFERENCES TO SILVASSA CITY

This report investigates the impact of test drives on customer purchase decisions within the context of Maruti Suzuki Arena in Silvassa City. The automotive industry is characterized by intense competition, making the test drive a critical component of the car-buying process. The primary objective of this study is to examine how test drives influence customer perceptions of vehicle quality, features, and overall value. Through a structured questionnaire distributed to 100 respondents, the research analyses demographic factors, customer experiences, and the effectiveness of test drives in shaping purchase intentions. Key findings indicate that test drives significantly enhance customer confidence and satisfaction, with variations in preferences based on age, occupation, and economic status. The study emphasizes the importance of personalized customer interactions and the need for dealerships to improve the test drive experience to foster brand loyalty and increase sales. Overall, the findings suggest that automotive marketers should leverage the test drive as a strategic tool to align with consumer expectations and enhance the overall buying experience.