Abstract

India''''s automotive industry has experienced rapid expansion due to increasing demand for vehicles and automotive components. Original Equipment Manufacturers (OEMs) are central to this growth, necessitating effective marketing strategies tailored to their specific requirements. This study investigates the existing marketing practices implemented for OEMs customer in HL Mando Anand India Private Limited, Sriperumbudur, focusing on Steering, Suspension, and Brakes. The primary objective is to identify areas for improvement in marketing approaches and service quality to enhance satisfaction and loyalty among OEMs using the SERVQUAL model''''s dimensions are Tangibility, Reliability, Responsiveness, Assurance, and Empathy. The study aims to enhance the current marketing strategies employed by HL Mando Anand India Private Limited towards OEMs practices through a Descriptive Research design. A structured questionnaire, validated using Cronbach Alpha and factor analysis, was administered to 53 OEM respondents selected via census sampling. Data analysis employed SPSS and statistical tool such as Chi-Square, Correlation. The findings provide actionable insights to improve marketing approaches and cultivate stronger OEM relationships in the HL Mando Anand India Private Limited industry, thereby fostering sustainable growth in the automotive component sector.

Authors

K.R. Mahalakxmi¹, Suma², M. Monisha³
Anna University, Tiruchirappalli, India^1,3, BS Abdur Rahman Crescent Institute of Science and Technology, India²

Keywords

Service Quality, OEM, Automotive Industry, Customer Satisfaction, Marketing Approach, SERVQUAL