Comparative Comparison of Customersʹʹ Satisfaction with Iranian Automotive Industry Products (Case Study: Reno Pars & Pars khodro co.)

The first and most important principle of marketing is to focus on customersʹ needs and wants. In current competitive world, customers and their satisfaction are one of key subjects capable of enabling a company to grow. Regardless of this principle, no company can survive within todayʹs competitive environment. The aim of present research is to answer this question, "is there any significant difference between customers satisfaction (in terms of sale, car characteristics, after – sale services) with Reno Pars and Pars khodro products or not?" Present research is applied in terms of its aim and descriptive – survey in terms of nature and methodology. Research population consists of 460 customers of Reno Pars and Pars khodro products within western part of country during a period of the first half of the year of 2012. The sample was taken simply randomly the volume of which was set at 210 persons/subjects according to Morganʹs table. In this research, data was collected by means of a questionnaire the validity of which was determined nominally by 3 academic professors, and the reliability of which was determined by chronbachs at 0.752 and 0.874 for customersʹ satisfaction with Reno Pars and Pars khodro products, respectively. Data obtained was analyzed using Spss software at 2 levels of descriptive and inferential (Paired Samples Test) statistics. Results of present research indicated there was a significant difference between customers satisfaction (in terms of sale, car characteristics, after – sale services) with Reno Pars and Pars khodro products which made customers more satisfied than the former did. This research concludes with some recommendations in this field.