Maruti, Honda preferred car brands: Study

New Delhi, Nov 5: Maruti and Honda are the car brands customers mostly prefer to have due to higher satisfaction they derive from the overall brand experience, a study said.

''Maruti's older models such as 800, Zen, and Esteem continue to lead their segments for total customer satisfaction due to an enhanced ownership experience,'' TNS Automotive Senior VP Pradeep Saxena says in 2006 four-wheeler Total Customer Satisfaction (TCS) study conducted by TNS Automotive.

Maruti continues to maintain high levels of market share and customer commitment by delivering on its promise of peace-of-mind for the new car buyer, he adds.

According to the study, the Maruti models ranking highest in their respective segments for total customer satisfaction are Maruti 800 in ''Entry Compact''; Maruti Zen in ''Premium Compact''; Maruti Suzuki Swift in ''Upper Premium Compact''; Maruti Esteem Petrol in ''Entry Midsize''.

The study represents the responses of more than seven thousand five hundred new car buyers. It covers over 50 models with customer evaluations taken in the key areas of sales satisfaction, product quality, vehicle performance and design, after-sales service, brand image, and cost-of-ownership.

According to the study, Tata Indica Diesel continues to top the small car diesel segment. ''Indica owners were satisfied most with the brand image of Tata and the sales experience followed by performance and design. They were delighted by the fact that the sales process went through without anyone putting excessive pressure on them for buying,'' it said.

Ford Fiesta Diesel, a new entrant in the Midsize Car -Diesel segment ranks the highest overall in this segment and across all satisfaction parameters. ''Customer response to the Fiesta has been extremely strong with average monthly sales of more than 2,000 cars,'' the TCS study said.

Customers were especially delighted with the sales experience where they appreciated the dealership atmosphere and the range of financing options available. In terms of product their delight emanates from the overall exterior styling, it added.

In the premium midsize segment, Skoda Octavia beats the new Honda Civic by a single point with a strong performance across all satisfaction measures.

The study says Civic owners were extremely satisfied with all aspects of their ownership experience except for their sales experience, where the lack of post purchase contact was a key contributor to their dissatisfaction.

Despite losing out to Octavia in the premium midsize segment, Honda leads in three other segments with City, Accord, and CR-V.

A common strength for all Honda models is the industry leading satisfaction with Honda's brand image.

''This example clearly shows the growing importance of brand image in creating a satisfying ownership experience,'' Pradeep Saxena says.

UNI