Automotive Industry and Perceived Quality – A Qualitative Study

Ramachandran Venkataraman

doi:10.36948/ijfmr.2026.v08i03.81604

Automotive Industry and Perceived Quality – A Qualitative Study

Author(s)	Mr. Ramachandran Venkataraman
Country	India
Abstract	Abstract Perceived quality plays a significant role in shaping car preferences. The awareness of automotive customers about noise pollution, driving comfort, the ergonomic layout of cars, price, mileage, reliability, safety, and the impact of emissions on the environment has led them to evaluate the cars they buy critically. Tangible factors in a car's performance that directly affect customer satisfaction include mileage, price, number of seats, reliability, and safety. It is not so when the comfort level of the customer is to be measured with perceived quality, relating to his responses based on looks; feel and touch, both exterior and interior; pleasing sound to noise; vibration levels while both driving and static; and the brand image created by the trust of the manufacturer. Instances exist in which manufacturers have to recall cars after the sale to address complaints. The increased use of a human-machine interface in cars further enhances cognitive ergonomics and is a new trend to be contemplated by the driver's learning curve. Perception quality aspects will also have a definite bearing on this. This qualitative research study will identify customers' perceptions as understood by the automotive industry. Customer satisfaction with respect to perceived quality is an important aspect for manufacturers to take corrective and preventive action and have continuous support and loyalty. This study has used purposive interviews to gather data and used NVivo 14 for thematic analysis. This software enabled coding and sub-coding of themes and helped arrive at the study's conclusions. It is concluded that customer satisfaction levels affect their perceptions. The manufacturer is aware of this through after-sales feedback, and they give credence to these insights while manufacturing cars by introducing different models to suit different segments, thereby addressing customer perceptions. The study confirms manufacturers' awareness of the importance of perceived quality, which plays a greater role in brand loyalty.
Keywords	Perceived quality, Customer satisfaction, Automotive Industry, Cars.
Field	Business Administration
Published In	Volume 8, Issue 3, May-June 2026
Published On	2026-06-16
DOI	https://doi.org/10.36948/ijfmr.2026.v08i03.81604

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Automotive Industry and Perceived Quality – A Qualitative Study

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