TATA NANO 1 (1)

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Market Research Tata Nano

1

MARKETING RESEARCH REPORT

ON

“CUSTOMER PERCEPTION ON TATA NANO IN GURGAON CITY”

Submitted by:-Seminar Group – 4Group number - 2

Aditya Kaushik PG20112204

Joyti Popli PG20112043

Jyoti Khurana PG20112153

Mohit Mantri PG20112130

Nitesh Omray PG20112084

Rakesh Burdak PG20112070

SUBMITTED TO Mrs. Smitha GirijaSUBJECT Marketing Research

SUBMITTED ON 2 nd March 2012MARKS ALLOTEDREMARKS (IF ANY)

http://upload.wikimedia.org/wikipedia/en/1/1c/IILM_Inst_Logo.jpg

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ACKNOWLEDGEMENTS

The preparation of this report “customer perception towards Tata Na no in Gurgaon

city”. This report cannot be possible without the valuable contribution of the

faculty of IILM Gurgaon, special thanks to our marketing research faculty miss

Smitha Girija and Dr. Anjali Malik who guided us in doing the project and give us

right direction for the completion of the report in a right way.

During preparation of this report we learn a lot, we actually get a practical

knowledge about the subject and us to get to know how the actual research work is

done. During the research we face a lot of problem while collecting and analyzing

the primary data, and then we take some guidance of a marketing research faculty

which guided us in doing the project.

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CERTIFICATE

This is to certify that Mr. Nitesh Omray, Ms. Jyoti Popli, Ms. Jyoti Khurana,Mr. Rakesh Burdak, Mr. Aditya Kaushik and Mr. Mohit Mantri, student of Post-Graduation programe, Institute of Integrative Learning Management Gurgaon hasdiligently worked on “ customer perception towards Tata Nano in Gurgaon city ”.They have done this project report under our guidance and supervision.

During this study they made meticulous effect for competition. We wishthem all the best for the bright and successful future .

Guided By:

Lect. Ms. Smitha Girija

Lect. Dr. Anjali Malik

IILM GURGAON

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DECLARATION

We declare that the project report titled “customer perceptiontowards Tata Nano in Gurgaon city” is purely our work which was conductedunder the supervision of Lect. Mrs Smitha Girija and Dr. Anjali Malik at IILMGurgaon. We also declare that this report is the only copy that is being submitted

to you and no other copy has been retained or submitted to any other Organization.

Nitesh Omray PG20112084Jyoti Popli PG20112043Jyoti Khurana PG20112153

Rakesh Burdak PG20112070Aditya Kaushik PG20112204

Mohit Mantri PG20112130

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CONTENTS

Topic

Page No.Chapter I1. Introduction 91.1 Significance of Study 131.2 Review of Literature 14-181.3 Objective of the study 181.4 Methodology 19-201.5 Limitation of study 20

Chapter II2. Research Design 212.1 Type of research design 21-222.2 Data collection from primary sources 222.3 Data collection from secondary sources 222.4 Scaling Techniques 23-252.5 Questionnaire Development and pre testing 25-26

2.6 Sampling techniques 26-282.7 Field work 28

Chapter III3. Data Analysis 29-49

Chapter IVFindings and Summary 50Chapter V

Conclusion 51Bibliography 52

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LIST OF TABLESSERIALNO.

FIGURENO.

DESCRIPTION PAGENO.

1 3.1.1 Gender 29

2 3.1.2 Age 30

3 3.1.3 Income 31

4 3.1.4 Family 32

5 3.1.5 Profession 33

6 3.1.6 Buy Nano 34

7 3.1.7 Like Nano 35

8 3.1.8 Inspiring features 36

9 3.1.9 Common man’s car 37

10 3.1.10 Status 38

11 3.1.11 Age group want to buy 39

12 3.1.12 Profession want to buy 40

13 3.1.13 Income group want to buy 41

14 3.1.14 Brand name 42

15 3.1.15 Affordability 43

16 3.1.16 Shape & design 44

17 3.1.17 Power 45

18 3.1.18 Recommendation 46

19 3.1.19 Dream car 4720 3.1.20.1 Like Nano vs. Safety Cross

tabulation 48

21 3.1.20.2 Buy Nano vs. Status Crosstabulation

49

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LIST OF CHARTS/GRAPHS

SERIALNO.

FIGURENO.

DESCRIPTION PAGENO.

1 I Gender 29

2 II Age 30

3 III Income 31

4 IV Family 325 V Profession 33

6 VI Buy Nano 34

7 VII Like Nano 35

8 VIII Inspiring features 36

9 IX Common man’s car 37

10 X Status 38

11 XI Age group want to buy 39

12 XII Profession want to buy 40

13 XIII Income group want to buy 41

14 XIV Brand name 42

15 XV Affordability 43

16 XVI Shape & design 44

17 XVII Power 45

18 XVIII Recommendation 46

19 XIX Dream car 47

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LIST of ANNEXTURE

SerialNo. DESCRIPTION PAGENo.

1 QUESTIONAIRE 53

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Chapter 1

Introduction

The Tata Group is one biggest private business group in India, it comprises 98 companies in 7 businesssectors: information systems and communications; engineering; materials; services; energy; consumerproducts; and chemicals. The Group was founded by JRD Tata in the mid-19th century. Consequently,JRD Tata and those who followed him aligned business opportunities with the objective of nationbuilding.

The Tata Group is one of India's largest and most respected business conglomerates, with revenues in2006-07 of $28.8 billion (Rs129,994 crore), the equivalent of about 3.2 per cent of the country's GDP,and a market capitalization of $66.9 billion as on February 21, 2008. Tata companies together employsome 289,500 people. The Group's 27 publicly listed enterprises among them stand out names such asTata Steel, Tata Consultancy Services, Tata Motors and Tata Tea which have a market capitalization thatis the highest among Indian business houses in the private sector. The Tata Group has operations in morethan 80 countries across six continents, and products and services are exported to 85 countries.

The Tata group of companies shares a set of core values : integrity, understanding, excellence, unityand responsibility . These values, which have been part of the Group's beliefs and convictions from itsearliest days, continue to guide and drive the business decisions of Tata group. The Group and itsenterprises have been steadfast and distinctive in their adherence to business ethics and their commitmentto corporate social responsibility. This is a legacy that has earned the Group the trust of many millions of stakeholders in a measure few business houses anywhere in the world can match.

TATA MOTORS PROFILE:

TATA motors was Established in 1945, with a vision to be "best in the manner in which we operate bestin the products we deliver and best in our value system and ethics. The company's goal is to empower andprovide employees with dynamic career paths in congruence with corporate objectives. Tata MotorsLimited is India's largest automobile company, with revenues of Rs. 32,426 crores in 2006-07. It is theleader by far in commercial vehicles in each segment, and the second largest in the passenger vehiclesmarket with winning products in the compact, midsize car and utility vehicle segments. The company isthe world's fifth largest medium and heavy commercial vehicle manufacturer, and the world's secondlargest medium and heavy bus manufacturer. The company's 22,000 employees are guided by All-roundpotential development and performance improvement is ensured by regular in-house and externaltraining.

Over 4 million Tata vehicles ply on Indian roads, since the first rolled out in 1954. The company'smanufacturing base is spread across India - Jamshedpur (Jharkhand) in the east, Pune (Maharashtra) in thewest, and in the north in Lucknow (Uttar Pradesh) and Pantnagar (Uttarakhand). A new plant is being setup in (Gujarat) to manufacture the company's small car. The nation-wide dealership, sales, services and

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spare parts network comprises over 2,000 touch points. Tata Motors, the first company from India'sengineering sector to be listed in the New York Stock Exchange (September 2004), has also emerged asan international automobile company. In 2004, it acquired the Daewoo Commercial Vehicles Company,Korea's second largest truck maker. The rechristened Tata Daewoo Commercial Vehicles Company haslaunched several new products in the Korean market, while also exporting these products to several

international markets. Today two-thirds of heavy commercial vehicle exports out of South Korea are fromTata Daewoo. In 2005, Tata Motors acquired a 21% stake in Hispano Carrocera, a reputed Spanish busand coach manufacturer, with an option to acquire the remaining stake as well. Hispano's presence isbeing expanded in other markets.

With the foundation of its rich heritage, Tata Motors today is etching a refulgent future.

TATA NANO

Tata Motors' have created a history by making cheapest car ever made. Tata Motors successfully launchedthe brand new and improved Tata Nano 2012. This new compact car is loaded with some exciting features and is powered with amuch powerful petrol engine and keeps the skill to deliver a striking mileage of 25.4 km per litre. Apart from the engine, TataMotors have also worked on the interiors of the car and gave it a more luxurious feel. The major highlight here is the all new TataNano price will be available the same as before.

Tata Nano - The little car that might change the worldTECH SPECS:Length: 3.1 m

Width: 1.5 m

Height: 1.6 m

To seat: 4 Engine: 643cc, 2-cylinder, all-aluminum

Power: 33 BHP

Position: Engine, battery at rear end

Boot: In front

Fuel: Petrol

Fuel injection: MPFI

Fuel consumption: 20 kmpl.

AC: Only in deluxe version

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Passenger side mirror: No

Power steering: No

Price: $2500 at dealer + VAT + transport cost. Base version

Approximate on-road price: $3000

Tyres : Tubeless tyres.

Body: All-steel

Safety features: Crumple zones, intrusion-resistant doors, seat belts,

2 A-Pillars

Suspension: Independent front and rear

Seldom do we see cars that rewrite the history books even before they are seen running around on theroads. And hardly ever do we see cars that vow to put the nation on four wheels. . Nano is a car which hasbreathed into life due to one man. Give credit to Mr. Ratan Tata for his determination to build a low costfamily car that has come true, finally! Took long it did, but the Nano came in a beautiful form. Touted asworld’s cheapest car by a far cry, Nano has been the talk of the town around the globe.

Features of TATA NANO

Mileage, Average and Fuel Economy:-The 624 cc petrol engine of Tata Nano 2012 has seen a significant improvement with the peak powermounting to 38 Ps from 35 PS. The maximum torque now produced is 51 Nm from 48 Nm earlier. Thefuel efficiency is another key point especially when the petrol engine is under question with the heapingpetrol price in the background. The 25.4 kmpl is a substantial improvement from the 23.6 kmpl to work infavor of the Tata Nano.

Power:-The 624 cc Multi Point Fuel Injection (MPFI) petrol engine is tweaked to emerge out to be more powerfulthan ever before. The petrol engine now exudes 38 Ps from 35 PS, a remarkable 10% increase in thepower output. The maximum torque now produced is 51 Nm from 48 Nm earlier .

Exterior:-Tata Nano 2012 is a low budget small car model; however its low cost doesn’t affect the overall exterior appearance of new Tata Nano. Tata Motors has done the great job at exteriors of Tata Nano and makes ita stylish car like other premium small cars. The front of Tata Nano is marked by the small and sweepingdown bonnet. Though the bonnet is small, it renders petite appearance to Nano. Coming to the sideprofile, one can find Body color ORVM (Outside Rear View Mirror) on driver side and Tip-tapbody color ORVM on passenger side . Even the door handles are body color, though Tata Motors wascautious about keeping the price in check and gave these appealing features only in top-end model.

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Intrusion beam is integrated through innovative door system design. One more thing that has beenupgraded in the 2012 Tata Nano are the new wheel covers. The six petal shaped spokes on the wheelcover covering the radial tubeless tyres gives a stylish look to the new Nano

Interior:-

The interiors of the 2012 Tata Nano now has an expert touch, plusher than ever before and most attractiveblend of colors to go with. The comforts in the car now attains new heights with soft hues of premium

beige fabric in the top variant Tata Nano LX’s premium seats, trendy black upholstery in the Tata NanoCX mid variant and new exciting dual tone vinyl upholstery seats for the base Tata Nano 2012 variant,Standard. With three different alluring interior color tones, Tata Nano is a perfect choice where eachvariant stands to be the best in its own place.

In order to generate a contrast color effect, the dashboard is done in medium graphite, Ebony Black andBarley beige colors in Nano Standard, Nano CX and Nano LX respectively. Talking about the new TataNano Standard, the center facia shed Ebony black color; Tata Nano CX sheds silver dust in the centerfacia and metallic silver color is used in the center facia of the new Tata Nano LX. The roof lining is jutebased in Standard model while Polyester is used in the other two variants. Even the A and B pillar on thedoors are lined with trims.

The seats are comfortable and can accommodate 4 people quite easily. Foe storage, a lot of practicaloptions are visible in the entire Tata Nano. Cup holders in front console, gear shift console, magazine andcoin holder on all doors, map pocket on front seats, rear parcel shelf and spacious boot are the fewhighlights of storage in the small car. The rear seats are foldable so as to increase the boot space so asto adjust more luggages . However a glove box is missing. The cabin lamp enhances the visibility forreading and the anti-glare rear view mirror helps better viewing for driver.

Capacity and Performance:-The 624 cc Multi Point Fuel Injection (MPFI) petrol engine of Tata Nano has seen a significant

improvement with the peak power mounting to 38 Ps from 35 PS, a remarkable 10% increase in thepower output. The maximum torque now produced is 51 Nm from 48 Nm earlier. The fuel efficiency isanother key point especially when the petrol engine is under question with the heaping petrol price in thebackground. The fuel efficiency of the car is now class-leading among the petrol cars with 25.4 kmpl animprovement from the 23.6 kmpl. The 105 kmph top speed is another point to remove the last shred of disappointment from the consumer’s side, which might have faced with 100 kmph earlier.

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Safety:-Despite its low cost, Tata Nano 2012 offers lots of safety features that ensures that driver and pedestriansare safe in it. The safety features that are available with Tata Nano includes Central Locking, Center HighMount Stop Lamp, Laminated Windshield, Door Lock on Driver and Passenger Side, Booster assistedbrakes, Front & Rear Seat Belts, Additional body reinforcements, Intrusion beam, Radial Tubeless

tyres , etc.

1.1 Significance of StudyTata NANO was launched in March 2008 with great enthusiasm. Mr. Ratan Tata has placed a Nano as acommon man’s car with a price of just around 1 lakh rupees. Tata group is created a history in theautomobile industry to bring out the cheapest car, which attracts every person who are willing to buy a car

but due to high price normal person can’t afford. The customers have a several perception towards TataNano.Initially when Nano was launched in 2008 there was a huge junk of customer who wants to buy TATANano but after a year of launch the Nano market was not as much high that was expected so there is someproblem because of which market of Nano came down. There are several problems because which Nanodoesn’t get a huge success for longer run; there would be some problem like:

Tata might have some problem in Positioning of Nano.

There are some technological problems in Nano.

Customer perception.

To now do the price is the only significant factor to purchase a Nano.

To know what the customer perceive about the product quality and safety.

To know on what factor does the customer purchases a Nano.

So our study is to find out how the common mass inside the Gurgaon city perceived the product and howTata should position Nano in the market.

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1.2 Review of Literature

According to Naresh K. Malhotra Marketing researches is the function that links theconsumer, customer, and public to the marketer through information-information used to identify and

define marketing opportunities and problem; generate, refines and evaluates marketing action andimprove understanding of marketing as a process.

Marketing research is the systematic and objective identification, collection, analysis, dissemination, anduse of the information for the purpose of assisting management in decision making related to theidentification and solution of problems and opportunity in marketing.

The purpose of any market research project is to achieve an increased understanding of the subject matter.With markets throughout the world becoming increasingly more competitive, market research is now onthe agenda of many organizations, whether they be large or small. By (DJS Research Ltd, fullservice market research agency).

Article 1: Indian people's carAccording to the article published in The Daily Telegraph, London , India is one of those developingcountries whose economies are expected to be among the world leaders by the middle of this century. Thearticle tell that Nano will cost only pounds 1,300, thus opening potentially huge market in the developingworld. The Nano lies between two extremes; a car built to attract members of the urban middle class whoat present perch on motorcycles and the Nano is a remarkable first from a country that still exasperates forits basic failure to provide basic services.

Article 2: “Worlds cheapest car” tag backfires for Tata Nano: Tata motors l aunched the Nano in 2009 with the concept of world’s cheapest car. Nano is always bandiedabout as poor man’s car. It offered affordable solution to millions of aspirational lower -middle classIndian families wanting to make the social and practical leap from two wheels to four wheels. But afterseveral years of disappointing sales, it has now become clear that price was actually a commercialsticking point.

http://economictimes.indiatimes.com/news/news-by-industry/auto/automobiles/worlds-cheapest-car-tag-backfires-for-tata-nano/articleshow/11612425.cms

Article 3: Tata Motors is planning new marketing strategies to push Nano Sales:The new strategy aims at reaching out to multiple segments of target customers and to undo the

perception that Nano is a poor man’s car. According to the company , a typical Nano buyer is relativelyscared to go to a full fledged car showrooms and therefore, the company is setting up exclusiveshowrooms to sell Nano cars in Tier-III and Tier-IV cities across the country.

. http://www.oncars.in/Car-News-Detail/Tata-Motors-is-planning-new-marketing-strategies-to-push-Nano-sales/1709

http://www.djsresearch.co.uk/


http://www.djsresearch.com/






http://www.oncars.in/Car-News-Detail/Tata-Motors-is-planning-new-marketing-strategies-to-push-Nano-sales/1709










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Article 4: Auto Expo 2012: tata Nano is not a flop, just an opportunity wasted: Ratan TataRatan Tata, the chairman of Tata Motors admitted to mistake in the marketing and distribution of the

Nano and said the company will do everything to undo the perception that it is a poor man’s car. “Wehave never pushed it as a poor man’s car. We pushed it as an affordable all -wea ther family car”. SaidRatan Tata. In November Tata rolled put a new, sturdier variant with better colours and more powerful

engine after a crack team devised an unconventional strategy to overhaul the distribution network. Thetrick seems to have worked so far , with sales averaging about 3,000 a month.

http://articles.economictimes.indiatimes.com/2012-01-06/news/30597924_1_problematic-supply-tata-nano-ratan-tata

Article 5: Tata Nano trying to navigate perception rising out of a troubled product:The first ads were not the most appropriate. They showcased couples in traffic ensconced inNanos , whilethose on two wheelers stared at them balefully. It wasn’t just for people who would have to stretch to geta car, it could have been for the housewife or a youngster who had just turned 18. But the advertisingfocussed at a parity level. But now as they want to change the comsumer perception they came up with a

new advertisement which showed that Nano is no longer a four wheel garib rath but a cool car that allowthe young and whimsical to be well as they drive several kilometres for a cup of tea.

http://articles.economictimes.indiatimes.com/2012-01-18/news/30639129_1_tata-nano-rediffusion-ad

Article 6: Nano ranks last in customer satisfaction:Tata Motor’s Nano has been rank ed last among entry level small cars in terms of customer satisfaction,according to market research firms TNS. According to Total Customer Satisfaction(TCS) Maruti SuzukiIndia’s best -selling model Alto topped the entry level small car category. Omni and the once bread andbutter model Maruti 800 followed the list. The owners of Tata Nano expect more in terms of design. Nanohas been having issues following fire incidents with six reported cases since its lainch in2009. The studied

pointed out that car owners in Northern India are relatively less satisfied compared to those in other partsof the country primarily because of after sales service. Alto scored 91 points while Nano got 70 pointsthus being placed last.

http://www.indianexpress.com/news/nano-ranks-last-in-customer-satisfaction/754584/

Article 7: According to the articles published in Express India , when Tata unveiled the Tata Nano Carcommerce minister Kamal Nath said it will help the common man shift from two wheelers to Fourwheelers. That was a proud moment for India. It demonstrated India’s technological and entrepreneurialability.

Article 8: Nano catches fire-According to the articles published in Times of India Tata Nano caught fire in front of the policeheadquarters. Occupants were able to vacate it quickly as huge flames enveloped the car and charred it.Reasons are not known yet. The company had earlier been forced to conduct an enquiry whether therewas a technical problem with their model of tata Nano cars.

http://articles.timesofindia.indiatimes.com/2011-09-26/delhi/30204028_1_tata-nano-nano-cars-fire-tenders
















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Article 9: Tata Nano is impressive, says Zoellick

According to the article published in Times of India ,World Bank president Robert Zoellick has

expressed his fascination for the world's cheapest car the Tata Nano, even as he cited infrastructure as the

major bottleneck for the country's growth. He said that it is a very impressive product.http://articles.timesofindia.indiatimes.com/2009-12-07/india-business/28102736_1_tata-nano-cheapest-

car-kamal-nath

Article 10: Tata Nano, Bajaj Pulsar car and bike of the year

According to this article Tata Nano, is the ZigWheels Car of the Year. Facing competition from other

spanking new and larger cars (including the Mahindra Xylo, Fiat Grande Punto, Toyota Fortuner and the

Mercedes-Benz E-class), the Tata Nano came out on top not only for its revolutionary rethinking of

design, but also for its relevance to India .

http://articles.timesofindia.indiatimes.com/2009-12-24/india-business/28082812_1_tata-nano-year-award-

bike-make

Article 11: Nano rival may not see the light of the day

According to the articles published in Times of India , Tata Nano looks set to retain its crown of being

indias cheapest car. A potential rival to the car from the alliance of Bajaj Renault Nissan appears to have

run into rough weather with rising difference between the Indian partner and western car companies.

http://articles.timesofindia.indiatimes.com/2009-12-24/india-business/28082812_1_tata-nano-year-

award-bike-maket

Article 12: Tata extends Nano warranty

According to the article published in Times of India , Tata Motors announced a slew of packages toregain customer confidence in world's cheapest car that has been bruised by a series of fire incidents. Thearticles tell that under a new 'Nano Happiness Guarantee' scheme, the company more than doubledwarranty lengths on the budget car and introduced an Rs 99-a-month maintenance option to control

running costs.

http://articles.timesofindia.indiatimes.com/2010-12-10/india-business/28269533_1_warranty-cheapest-

car-nano-happiness-guarantee

Article 13 Nano diesel by September

According to the articles published in Times of India ,it says that diesel Nano would be introduced

and it could be crucial to the turnaround of the Nano brand which has taken a beating in the recent

months due to poor sales, price increase and some safety concerns. The diesel Nano will be the

http://timesofindia.indiatimes.com/topic/Robert-Zoellick

http://timesofindia.indiatimes.com/topic/Tata-Nano

http://articles.timesofindia.indiatimes.com/2009-12-07/india-business/28102736_1_tata-nano-cheapest-car-kamal-nath



http://articles.timesofindia.indiatimes.com/2009-12-24/india-business/28082812_1_tata-nano-year-award-bike-maker


http://articles.timesofindia.indiatimes.com/2009-12-24/india-business/28082812_1_tata-nano-year-award-bike-make



http://articles.timesofindia.indiatimes.com/2009-12-24/india-business/28082812_1_tata-nano-year-award-bike-maket



http://articles.timesofindia.indiatimes.com/2010-12-10/india-business/28269533_1_warranty-cheapest-car-nano-happiness-guarantee












http://timesofindia.indiatimes.com/topic/Robert-Zoellick

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smallest and cheapest diesel car in the market and sport a sub-1000 cc engine, but with output and

performance 20-30% better than is usual for that engine size.

http://articles.timesofindia.indiatimes.com/2011-01-13/india-business/28368752_1_diesel-engine-

diesel-versions-tata-nano

Article 14: Nano goes up in flames, owner angry with Tatas

According to the article, it was a birthday gift Satish Sawant gave himself after years of hard labor, butsaw the treasured possession--a Tata Nano-- go up in flames within minutes of purchasing it.When the

software company employee took delivery of Tata's dream car Nano from its showroom at Prabhadevinear Mumbai's landmark Siddhi Vinayak temple, he had no inkling of how nightmarish the drive back

home to Mulund would be. He wanted a detailed analysis of what went wrong and criminal action againstthose responsible for what could have led to a tragedy for him and his family. Tata Motors has described

it as a "one-off incident" and clarified that there was no manufacturing or design lacunae in the Nano.

http://articles.timesofindia.indiatimes.com/2010-03-26/mumbai/28145631_1_tata-nano-tata-motors-spokesman-satish-sawant

Article 15: For want of Nano, a life is lost

According to this article Tata Nano’s compact, comfortable and affordable the stuff middle -class dreamsare made of. But the Tata Nano, the new symbol of upward mobility in India, is also fuelling some

despair. This articles tell us that Arun Kumar Tiwari's a small-time LIC agent from Jamshedpur, hangedhimself at his Agrico colony home on Sunday afternoon after he was unable to book his Nano. Tiwari had

been dreaming of driving the showpiece small car for months. But the wish was futile as he would not be

able to pay the monthly installments. He didn't earn enough and his last hope was his wife, who works fora private firm and brings home around Rs 10,000 a month. But she refused as well, prompting Tiwari totake his own life.

http://articles.timesofindia.indiatimes.com/2009-04-21/ranchi/28010948_1_tiwari-tata-nano-booking-amount

Article 16: Nano to be available at dealerships

According to this article, Tata Nano is now gradually becoming available on spot payment as the

company opens up regular bookings in some of the major states, ahead of the festive season.Nano initially faced a long waiting period due to limited production capacity . Tata Motors has ramped upproduction at its new factory at Sanand in Gujarat to be able to offer Nano at dealerships.

http://articles.timesofindia.indiatimes.com/2010-10-06/india-business/28223233_1_tata-nano-sanand-dealerships

http://articles.timesofindia.indiatimes.com/2011-01-13/india-business/28368752_1_diesel-engine-diesel-versions-tata-nano























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Article 17: Tata Motors to hike Nano prices by up to 4 pc

According to this article, Tata Motors they will raise the prices of its small car Nano by up to four percent after it completes the delivery to first one lakh customers. The company said it has begun intimating

customers, who had retained their booking but are not among first one lakh, that their cars are coming up

for delivery albeit at higher prices.

http://articles.timesofindia.indiatimes.com/2010-07-16/india-business/28301750_1_first-one-lakh-input-costs-hike-nano-prices

Article 18: Nano now available at GPO

According to this article the booking facility for Tata Nano will be available with postal departments. Arecent agreement between Tata Motors Finance Limited, a subsidiary of Tata Motors and postal

department states that selected GPOs from across the country will be involved in the booking process.

http://articles.timesofindia.indiatimes.com/2009-04-22/kanpur/28030173_1_tata-nano-booking-chief-postmaster

1.3 Objective of the study To analyse the consumers perception on Tata Nano.

To analyse the factor affecting purchase decision of Tata Nano.

To analyse the brand image of Tata Nano.

To find out acceptance level of Tata Nano.

To find out awareness level of Tata Nano.











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1.4 Research Methodology

Research Design

Descriptive Research Method Descriptive research design is used to obtain information concerning the current sttus of the phenomenato describe “what exists” with respect to variables or condition in a situation. The methods involved rangefrom the survey which describes the status, the correlation study which investigates the relationshipbetween variables, to developmental studies which seek to determine changes over time. Descriptiveresearch design is conducted for the following reasons:

To describe the characteristics of relevant group such as consumer, sales people, organization andmarket area.

To estimate the percentage of unit in a specified population exhibiting a certain behavior.

To determine the perception of product characteristics.

To determine the degree of which marketing variables are associated.

To make specific prediction.

Sampling Procedure

Sampling Plan : Convenient Sampling.

According to Naresh. K malhotra convenience sampling is a technique that attempts to obtain a sample of convenient element. The selection of sampling unit is left primarily to the interviewer.

Convenience sampling is a non-probability sampling technique where subjects are selected because of their convenient accessibility and proximity to the researcher. The subjects are selected just because theyare easiest to recruit for the study and the researcher did not consider selecting subjects that arerepresentative of the entire population.

In all forms of research, it would be ideal to test the entire population, but in most cases, the population is just too large that it is impossible to include every individual. This is the reason why most researchers relyon sampling techniques like convenience sampling , the most common of all sampling techniques. Manyresearchers prefer this sampling technique because it is fast, inexpensive, easy and the subjects are readilyavailable.

http://www.childrensmercy.org/stats/definitions/convenience.htm

http://www.experiment-resources.com/social-science-subjects.html

http://www.experiment-resources.com/social-science-subjects.html

http://www.childrensmercy.org/stats/definitions/convenience.htm

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Source: http://www.experiment-resources.com/convenience-sampling.html

Sampling Size: 50 respondents

Sample size is the number of questionnaire you have chosen to fill it from the respondents. Sample size is

dependent on the researcher that how much sample size he wants to take for a research.

1.4 Limitation of Study

The responses given by respondent may not be accurate.

Data was collected from the limited location of the Gurgaon city; therefore findings cannot begeneralized for the whole city or country.

Problem in getting the proper response of the people.

Sample size is to less to properly analyse the data of the respondent.

http://www.experiment-resources.com/convenience-sampling.html




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Chapter 2

Research design:A research design is a framework or blueprint for conducting the marketing research project. It detailsthe procedure necessary for obtaining the information needed to structure or solve marketing researchproblems. Although a broad approach to the problem has already been developed, the research designspecifies the details- the nuts and bolts of implementing that approach. A research design lays thefoundation for conducting the project. A good research design will ensure that the marketing researchproject is conducted effectively and efficiently.

2.1 Research Design: Classification

Research design may be broadly classified as exploratory or conclusive research . The primary objectiveof exploratory research is to provide insight into and an understanding of the problem confronting theresearcher. Exploratory research is used in cases when you must define the problem more precisely,identify relevant courses of action, or gain additional insight before an approach can be developed. Theinformation needed is only loosely defined at this stage and the research process that is adopted is flexibleand unstructured. For example, it may consist of personal interviews with industry experts. The sample,selected to generate maximum insights, is small and nonrepresentative. Sometimes exploratory research,particularly qualitative research, is all the research that is conducted.

The insight gained from exploratory research might be verified or quantified by conclusive research. The

objective of conclusive research is to test specific hypotheses and examine specific relationships. Thisrequires that the researcher clearly specify the information needed. Conclusive research is typically moreformal and structured than exploratory research. It is based on large, representative samples and the dataobtained are subjected to quantitative analysis. The findings from this research are considered to beconclusive in nature in that they are used as inputs into managerial decision making.

Exploratory Research:

As its name implies, the objective of exploratory research is to explore or search through a problem orsituation to provide insight and understanding. Exploratory research could be used for any of thefollowing purposes:

Formulate a problem or define a problem more precisely. Identify alternative courses of action. Develop hypotheses. Isolate key variables and relationships for further examination. Gain insights for developing an approach to the problem. Establish priorities for further research.

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Exploratory research is characterized by flexibility and versatility with respect to the methods becauseformal research protocols and procedures are not employed. It rarely involves structured questionnaires,large samples and probability sampling plans. The creativity and ingenuity of the researcher plays a majorrole in exploratory research. Yet, the abilities of the researcher are not the sole determinants of goodexploratory research.

Conclusive research:

Conclusive research design is typically more formal and structured than exploratory research. It is basedon large representative samples, and the data obtained are subjected to quantitative analysis. ConclusiveResearch is designed to assist decision maker in determining , evaluating and selecting the best course of action to in a given situation. Conclusive research design may be either descriptive or casual anddescriptive designs may be either cross-sectional or longitudinal.

(A) Descriptive Research: it is undertaken when the researcher desires to know the characteristics of

certain groups such as age, sex, occupation, income or education. The objective of descriptiveresearch is to answer the “who, what, when, where and how” of the subject under study/investigation. It is designed to describe the present situation or the features of a group orusers of a product. It can be divide into the following two categories:

(i) Cross – sectional studies - cross sectional study is a study involving a sample of elementsfrom the population of interest at a single point of time. Such sample may deal withhouseholds, dealers, retail stores and other entities. Information/data on a number of characteristics are collected from the sample element. Such data are analyzed for drawingconclusions. It includes field studies and surveys.

(ii) Longitudinal studies – longitudinal studies are based on panel methods and panel data. Apanel is a sample of respondents who are interviewed not only once but thereafter from timeto time. Here data can be collected relate to same variables but the measurements are takenrepeatedly.

2.2 Primary Data Collection

Primary data was collected through “SURVEY” using structured questionnaire through which we areable to find out the consumer perception about TATA NANO.

2.3 Secondary Data Collection

Secondary data was collected through different sources like books, Articles, Newspaper, Internet.Secondary Data helped in finding the variables that has an effect on the perception made by the peopletowards TATA Nano.

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2.4 SCALING TECHNIQUES

PRIMARY SCALING TECHNIQUES

Nominal scale

Ordinal scale Interval scale Ratio scale

Nominal scale- It is a figurative sampling scheme in which numbers serve only as labelsor tags for identifying or classification objects. There is strict one to one correspondencebetween numbers and the objects.Ordinal scale- Ranking scale indicates relative position. Numbers are assigned toindicate the relative extent to which objects possess some characteristic than some otherobject, but not how much more or less.Interval scale- In this scale numerically equal distances on the scale represent equaldifferences in terms of characteristics being measured. It contains all the information of an ordinal scale and more.Ratio scale- This method possesses all the properties of the nominal, ordinal, andinterval scale and in addition an absolute zero point. Thus in a ratio scale we can identifyor classify objects, rank objects, and compute intervals or differences. It is alsomeaningful to compute ratio of scale values.

MEANING

The various types of scaling techniques used in research can be classified into two categories

A) Comparative scalesIn comparative scales the respondent is asked to compare one object with another. Forexample, the researcher can ask the respondent whether they prefer brand A or brand B of detergent.

B) Non Comparative scalesIn the non-comparative scaling respondents need to evaluate only a single object. Theirevaluation is independent of the other object which the researcher is studying.Further comparative and non-comparative scales are also divided:-Comparative scales are of four types:-A) Paired comparisonsB) Rank orderC) Constant sumD) Q Sort

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Paired comparison scale :-This is a comparative scaling techniques in which respondent is presented with twoobjects at a time and asked to select one object according to some criterion.The data obtained are ordinal in nature.Rank order scale:-This is another type of comparative scaling technique in which respondents arepresented with several items simultaneously and asked to rank them in the order of priority. This is an ordinal scale that describes the favoured and unflavoured objectsbut does not reveal the distance between the objects.Constant sum scale:-With this ordinal level techniques respondent are given a constant sum of units suchas points, money or credits and then asked to allocate them to various items. Forexample, you could ask a respondent to reflect in the importance of feature of aproduct and then give them 100 points to allocate to each feature of the product based

on that. If a feature is not important then the respondent can assign it zero. If onefeature is twice as important as another then they can assign it twice as much. Whenthey are done all the points should add up to 100.Q-Sort Scaling

This is a rank order procedure where respondents are asked to sort a given number of items or statements and classify them into a predetermined number of sets accordingto some criterion such as preference , attitude or behavioural intent. In order toincrease statistical reliability at least 60 cards should be used and no more than 140.This is good for discriminating among a large group of items in a relatively shortamount of time.

Non comparative scales can also be divided into further two:-A) Continuous rating scalesB) Itemised rating scales

Continuous rating scale

In this type of method the respondents rate items by placing a mark on a line. Theline is usually labeled at each end. There are sometimes a series of numbers, calledscale points, (say, from zero to 100) under the line. Scoring and codification isdifficult.

Itemized rating scales

Likert scale – Respondents are asked to indicate the amount of agreement ordisagreement (from strongly agree to strongly disagree) on a five- to nine-point scale. The same format is used for multiple questions. This categoricalscaling procedure can easily be extended to a magnitude estimation procedurethat uses the full scale of numbers rather than verbal categories.

http://en.wikipedia.org/w/index.php?title=Continuous_rating_scale&action=edit&redlink=1


http://en.wikipedia.org/wiki/Likert_scale


http://en.wikipedia.org/w/index.php?title=Magnitude_estimation&action=edit&redlink=1

http://en.wikipedia.org/w/index.php?title=Magnitude_estimation&action=edit&redlink=1



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Phrase completion scales – Respondents are asked to complete a phrase onan 11-point response scale in which 0 represents the absence of the theoreticalconstruct and 10 represents the theorized maximum amount of the constructbeing measured. The same basic format is used for multiple questions.

Semantic differential scale – Respondents are asked to rate on a 7 point scale

an item on various attributes. Each attribute requires a scale with bipolarterminal labels. Stapel scale – This is a unipolar ten-point rating scal e. It ranges from +5 to −5

and has no neutral zero point. Thurstone scale – This is a scaling technique that incorporates the intensity

structure among indicators. Mathematically derived scale – Researchers infer respondents’ evaluations

mathematically. Two examples are multi-dimensional scaling and conjointanalysis.

2.5 Questionnaire Development

Our questionnaire are divided into two part i.e. section A and section B. In which section A contains ageneral description about the person from whom the survey is taken up. It contains a general questionlike:

Name Age Sex Income Family Type Profession

Section B contains a question which are been prepared to now the perception of the customer on TataNano. These questions tested by a pretest in that we find that the question which we have prepared isabsolutely accurate to now the customer perception on Tata Nano. There are some of the major questionwhich we put in our questionnaire is:

Do you like Tata Nano? Features attract you most? Do you think NANO is a common man’s car? Do you think purchasing a “NANO” will affect your status?

We have described such kind of question in our questionnaire which actually gives the result what thepeople perceived about Tata Nano. We have also put licker five point scales through which we actuallyknow about what peoples thinks about Tata Nano.

http://en.wikipedia.org/wiki/Phrase_completions


http://en.wikipedia.org/wiki/Semantic_differential_scale


http://en.wikipedia.org/w/index.php?title=Stapel_scale&action=edit&redlink=1


http://en.wikipedia.org/wiki/Thurstone_scale


http://en.wikipedia.org/w/index.php?title=Mathematically_derived_scale&action=edit&redlink=1


http://en.wikipedia.org/wiki/Multi_dimensional_scaling_(in_marketing)

http://en.wikipedia.org/wiki/Conjoint_analysis_(in_marketing)




http://en.wikipedia.org/wiki/Multi_dimensional_scaling_(in_marketing)






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Pre-Testing

In a pre-testing phase of a questionnaire we have tested around ten sample questionnaire and we checkedout that through this we are actually getting our object completed our not. Initially we found some kind of problem in our question, so we corrected them and for final sample we used 50 questionnaires for our

project.

2.6 Sampling Techniques: Sampling technique may be broadly classified as nonprobability and probability. Nonprobabilitysampling relies on the personal judgment of the researcher rather than chance to select sample elements.The researcher can arbitrarily or consciously decide what elements to include in the sample.Nonprobability samples may yield good estimates of the population characteristics. However, they do notallow for objective evaluation of the precision of the sample result. Commonly used nonprobability

sampling techniques include convenience sampling, judgmental samplings, quota sampling and snowballsampling.

In probability sampling , sampling units are selected by chance. It is possible to prespecify everypotential sample of a given size that could be drawn from the population, as well as the probabilityselecting each sample. Every potential sample need not have the same probability of selection, but it ispossible to specify the probability of selecting any particular sample of a given size. Probability samplingtechniques are classified based on:

Elements versus cluster sampling Equal unit probability versus unequal probabilities

Unstratified versus stratified selection Random versus systematic selection Single stage versus multistage technique.

NON PROBABILTY SAMPLING TECHNIQUES:

1. CONVENIENCE SAMPLING:

Convenience sampling attempts to obtain a sample of convenient elements. The selection of sampling units is left primarily to the interviewer. Often, respondents are selected because theyhappen to be in the right place at the right time. Some examples of convenience sampling are useof students, church groups, and members of social organizations. Convenience sampling is theleast expensive and least time consuming of all sampling techniques. In spite of these advantages,this form of sampling has serious limitations. Many potential sources of selection bias are present,including respondent self- selection. It is not theoretically meaningful to generalize to anypopulation from a convenience sample, and convenience samples are not appropriate formarketing research projects involving population inferences.

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2. JUDGMENTAL SAMPLING:

Judgmental sampling is a form of convenience sampling in which the population elements areselected based on the judgment of the researcher. The researcher, exercising judgment or

expertise, choose the elements to be included in the sample, because he or she believes that theyare representative of the population of interest or are otherwise appropriate. Examples of

judgmental sampling are test markets selected to determine the potential of a new product,purchase engineers selected in industrial marketing research because they are considered to berepresentative of the company. Judgmental sampling is subjective and its value depends entirelyon the researcher’s judgment, expertise and creativity. It may be useful if broad populationinferences are not required.

3. QUOTA SAMPLING:

Quota sampling may be viewed as two-stage restricted judgmental sampling. The first stageconsists of developing control categories, or quotas, of population elements. To develop thesequotas, the researcher lists relevant control characteristics and determines the distribution of thesecharacteristics in the target population. The relevant control characteristics which may includesex, age, and race are identified on the basis of judgment. The quota ensures that the compositionof the sample is the same as the composition of the population with respect to the characteristic of interest.

4. SNOWBALL SAMPLING:

In snowball sampling an initial group of respondents is selected, usually at random. After being

interviewed, these respondents are asked to identify others who belong to the target population of interest. This process can be carried out in waves by obtaining referrals from referrals, thusleading to a snowballing effect. A major objective of snowball sampling is to estimatecharacteristics that are rare in the population.

PROBABILITY SAMPLING TECHNIQUES:

1. SIMPLE RANDOM SAPLING:

In simple random sampling each element in the population has a known and equal probability of

selection. Each possible sample has a given size has a known and equal probability of being thesample actually selected. This implies that every element is selected independently of every otherelement. The sample is drawn by a random procedure from a sampling frame.SRS has manydesirable features. It is easily understood. The samples result may be projected to the targetpopulation. Most approaches to statistical inference assume that the data have been collected bysimple random sampling. It also has some limitations like it is often difficult to construct asampling frame that will permit a simple random sample to be drawn, SRS can result in samples

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that are very large or spread over large geographic areas, thus increasing the time and cost of datacollection.

2. SYSTEMATIC SAMPLING:

In systematic sampling, the sample is chosen by selecting a random starting point and thenpicking every i th element in succession from the sampling frame. The sampling interval , i , isdetermined by dividing the population N by the sample size n and rounding to the nearest integer.Systematic sampling is similar to SRS in that each population element has a known and equalprobability of selection. However, it is different from SRS in that only the permissible sample of size n can be draw have a known and equal probability of selection. The remaining sample of sizen has a zero probability of being selected. This method of sampling is less costly and easier thanSRS, because random selection is done only once.

3. STRATIFIED SAMPLING:

Stratified sampling is a two-step process in which the population is partitioned into subpopulation or strata. The strata should be mutually exclusive and collectively exhaustive in thatevery population element should be assigned to one and only one stratum and no populationelement should be omitted. Next, elements are selected from each stratum by a randomprocedure, usually SRS.

4. CLUSTER SAMPLING:

In cluster sampling the target population is first divided into mutually exclusive and collectivelyexhaustive subpopulation, or clusters. Then a random sample of clusters is selected, based on a

probability sampling technique such as SRS. For each selected cluster, either all the elements areincluded in the sample or a sample of element is drawn. If all the elements in each selected clusterare included in the sample, the procedure is called one stage cluster sampling. If a sample of elements is drawn probabilistically from each selected cluster, the procedure is two stagesampling.

2.7 FIELD WORK PLAN:50 respondents were interviewed in and around the sector 14 and sector 29 in Dhingra motors and ABSmotors pvt ltd. The group was divided into two groups of 2 interviewers each who interviewedrespondents at the above mentioned locations. The respondents were interviewed from 19 thMar-22nd Mar2012.

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CHAPTER 3DATA ANALYSIS & INTERPRETATION

3.1. DEMOGRAPHIC ANALYSIS

3.1.1 Gender:

Sex

Frequency Percent Valid Percent Cumulative

Percent

Valid

male 41 82.0 82.0 82.0

female 9 18.0 18.0 100.0Total 50 100.0 100.0

Table: 3.1.1

Fig I

Out of 50 respondent we counted that 82% respondent were male and only 18%respondent were female.

41

9

Male Female

No. of RespondetNo. of Respondet

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3.1.2 AGE:

Age


Percent

Valid

18-30 yrs 25 50.0 50.0 50.0

30-50yrs 22 44.0 44.0 94.0

above 50 yrs 3 6.0 6.0 100.0

Total 50 100.0 100.0

Table: 3.1.2

Fig II

Above mention fig. clearly shows that most of the respondent lies between agegroup 18 to 50 years.

18-30 years 30-50 years Above 50 years

25

22

3

No. of RespondentNo. of Respondent

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3.1.3 Income Group:

Income

Frequency Percent Valid Percent Cumulative Percent

Valid

10000-15000rs 5 10.0 10.0 10.0

15000-20000rs 6 12.0 12.0 22.0

20000-25000rs 11 22.0 22.0 44.0

above 25000rs 28 56.0 56.0 100.0

Total 50 100.0 100.0

Table: 3.1.3

Fig III

Above graph clearly shows that most of our respondent earning above 25000 rs.

10000-1500015000-20000

20000-25000Above 25000

5

611

28

No. of respondentNo. of respondent

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3.1.4Types of Family:

Family

Frequency Percent Valid Percent CumulativePercent

Valid

nuclear 38 76.0 76.0 76.0

joint 12 24.0 24.0 100.0

Total 50 100.0 100.0

Table: 3.1.4

Fig. IV

The above fig. shows that most of the respondent are were from the nuclearfamily.

76%

24%

No.of respondentNuclear Joint

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3.1.5 Profession

Profession


Valid

govt employee 6 12.0 12.0 12.0

businessman 12 24.0 24.0 36.0

pvt sector employee 18 36.0 36.0 72.0

professional 8 16.0 16.0 88.0

any other 6 12.0 12.0 100.0

Total 50 100.0 100.0

Table: 3.1.5

Fig. VOur most of the respondent are were pvt. Sector employee or businessman.

12%

25%

35%

16%

12%

No. of respondentGovt. employee Businessman Pvt. Sector employee Professional any other

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3.1.6 Buy Nano

Buynano


Percent

Valid

yes 28 56.0 56.0 56.0

no 17 34.0 34.0 90.0

cantsay 5 10.0 10.0 100.0

Total 50 100.0 100.0

Table: 3.1.6

Fig. VI

Above fig. shows that 56% of our respondent wants to buy Nano so that is a goodsign for Tata that the people wants to purchase Nano.

Yes No Cant say

28

17

5


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3.1.7 Like Nano:

Likenano


Percent

Valid

very much 13 26.0 26.0 26.0

average 26 52.0 52.0 78.0

not at all 11 22.0 22.0 100.0

Total 50 100.0 100.0

Table: 3.1.7

Fig. VII

We found that 52% of the respondents are average liking Nano and 24% like Nano.So due to this figure we can say that peoples are not so much liking Nano.

Very muchAverage

Not at all

13

26

11


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3.1.8 Inspiring Features

Inspiringfeatures


Percent

Valid

price 32 64.0 64.0 64.0

design 2 4.0 4.0 68.0

mileage 3 6.0 6.0 74.0

All 6 12.0 12.0 86.0

cant say 7 14.0 14.0 100.0

Total 50 100.0 100.0

Table: 3.1.8

Fig. VIII

We found that price is the only features that inspire most of the people to purchaseNano.

Price Design Mileage All of the Above Cant say

32

2 3

6 7

No. of RespondentNo. of Respondent

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3.1.9 Common man’s car

Commanman


Percent

Valid

yes 40 80.0 80.0 80.0

no 7 14.0 14.0 94.0

cantsay 3 6.0 6.0 100.0

Total 50 100.0 100.0

Table: 3.1.9

Fig. IX

We found that 80% of our respondent thinks that Nano is a commo n man’s car sothe Nano position itself for the medium class persons.

Yes80%

No14%

Cant say6%

No. of respondent

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3.1.10 Do you think purchasing a “NANO” will affect your status?

Status


Percent

Valid

yes 24 48.0 48.0 48.0

no 13 26.0 26.0 74.0

maybe 13 26.0 26.0 100.0

Total 50 100.0 100.0

Table: 3.1.10

Fig. X

We found that 48% respondent thinks that buying Nano can affect their status, sothis is a bad sign for Nano it will affect the buying decision.

48%

26%

26%

No. of respondentYes No May be

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3.1.12 Different profession which want to buy Nano

Profession/Buy Nano Yes No Can’t say

Govt. employee 3 1 2Businessman 7 4 1Pvt. Sector employee 11 6 1

Professional 5 3 0Any other 2 3 1Table: 3.1.12

Fig. XII

We found that most of the pvt. Sector employee and professional want to buyNano.

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3.1.13 Different income group which wants to buy Nano.

Income/Buy Nano Yes No Can’t say 10000-15000 rs. 4 1 015000-20000 rs. 5 1 020000-25000 rs. 7 3 1Above 25000 rs. 12 12 4Table: 3.1.13

Fig. XIII

We found that person who is earning above 20000 rs. are interesting to buy aNano.

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3.1.14 Brand Name

brandname


Percent

Valid

strongly agree 21 42.0 42.0 42.0

Agree 14 28.0 28.0 70.0

neutral 9 18.0 18.0 88.0

disagree 2 4.0 4.0 92.0

Strongly disagree 4 8.0 8.0 100.0

Total 50 100.0 100.0

Table: 3.1.14

Fig. XIV

We found that 70% of the people like Nano because of its brand name.

21

14

9

2

4

strongly agree agree neutral disagree strongly agree

no. of respondentno. of respondent

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3.1.15 Affordability

Affordability


Percent

Valid


agree 6 12.0 12.0 72.0

neutral 3 6.0 6.0 78.0

disagree 9 18.0 18.0 96.0

strongly disagree 2 4.0 4.0 100.0

Total 50 100.0 100.0

Table: 3.1.15

Fig. XVWe found that 72% of the people like Nano because it is affordable.

30

6

3

9

2



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3.1.16 Shape and Design

Shapeanddesign


Valid

Strongly agree 4 8.0 8.0 8.0

agree 7 14.0 14.0 22.0

neutral 18 36.0 36.0 58.0

disagree 16 32.0 32.0 90.0


Total 50 100.0 100.0

Table: 3.1.16

Fig. XVI

We found that 36% respondents are neutral and 32 % respondents are not likeshape and design of Nano.

4

7

18

16

5



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3.1.17 Power

Power


Valid


agree 4 8.0 8.0 14.0

neutral 22 44.0 44.0 58.0

disagree 17 34.0 34.0 92.0


Total 50 100.0 100.0

Table: 3.1.17

Fig. XVIIWe found that 44% respondents are neutral and 32 % respondents are not likePower of Nano.

6%8%

43%

33%

10%

no. of respondentstrongly agree agree neutral disagree strongly agree

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3.1.18 Recommendation

Recommendation


Percent

Valid

yes 22 44.0 44.0 44.0

no 16 32.0 32.0 76.0

maybe 12 24.0 24.0 100.0

Total 50 100.0 100.0

Table: 3.1.18

Fig. XVIII

We found 44% of the respondent says that they will recommend other to buyNano, so it is good thing for Nano.

44%

32%

24%

No. of respondentYes No May be

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3.1.20 CHY SQUARE ANALYSIS

3.1.20.1 Like Nano vs. Safety Cross tabulationH0: People who like Nano have found safety in Nano.H1: People who like Nano have not found safety in Nano.

Table: 3.1.20.1

Result

As per the above table we can say that the difference observed and expected value betweenpeople who like Nano have found safety in Nano is more so we can say that there is nodependency between these two parameters.The chi-square test statistic is 5.017 with an associated P (.081)>0.05.The null hypothesis is not accepted, since P>0.05 and a conclusion is made that the people wholike Nano but not found safety in Nano.So we will not accept the null hypothesis.

Safe Total

yes no

Likenano

very much

Count 8 5 13

Expected Count 4.9 8.1 13.0

Residual 3.1 -3.1

average

Count 9 17 26


Residual -.9 .9

not at all

Count 2 9 11


Residual -2.2 2.2

TotalCount 19 31 50


Chi-Square Tests

Value df Asymp. Sig. (2-sided)

Pearson Chi-Square 5.017 a 2 .081

Likelihood Ratio 5.110 2 .078

Linear-by-Linear Association 4.775 1 .029

N of Valid Cases 50

a. 2 cells (33.3%) have expected count less than 5. The minimum expected count is 4.18.

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3.1.20.2 Buy Nano vs. Status Cross tabulationH0: Buying Nano will affect the status of a people.H1: Buying Nano will not affect the status of a people.

Status Totalyes no maybe

Buynano

yes

Count 15 9 4 28

Expected Count 13.4 7.3 7.3 28.0

Residual 1.6 1.7 -3.3

no

Count 9 3 5 17


Residual .8 -1.4 .6

cantsay

Count 0 1 4 5


Residual -2.4 -.3 2.7

TotalCount 24 13 13 50

Expected Count 24.0 13.0 13.0 50.0

Chi-Square Tests

Value df Asymp. Sig. (2-sided)

Pearson Chi-Square 10.761 a 4 .029

Likelihood Ratio 11.460 4 .022Linear-by-Linear Association 6.245 1 .012

N of Valid Cases 50

a. 5 cells (55.6%) have expected count less than 5. The minimum expected count is 1.30.

Table 3.1.20.2

Result

As per the above table we can say that the difference observed and expected value between thebuying Nano will affect status of a people is more so we can say that there is no dependency

between these two parameters.The chi-square test statistic is 10.761 with an associated P (.029) < 0.05.The null hypothesis is accepted, since P<0.05 and a conclusion is made that the buying Nano willaffect status of a people.So we will accept the null hypothesis.

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CHAPTER 4Research Findings & Summary

TATA Nano’s awareness level is very high i.e. m ost of the people are aware about Tata Nano.This has been because of the promotion or due to its price starting from 1lakh rupees.

Most of the people think that they would purchase Nano i.e. (56%) so it is a good sign for Nanothat still Nano have some brand image in the market.

The most inspiring feature of Nano is his price, as the car is available in Rs. 1 lakh only thereforemost of the people believe that it is affordable to them. Price really attracts people and for middleclass people is there dream comes true of having a car.

Research shows that many people say that Nano is a common man’s car.

We found that 48% respondent thinks that buying Nano can affect their status, so this is a badsign for Nano it will affect the buying decision.

We found that most of the people who want to buy Nano are of age between 18 to 50, so for Nanothis particular segment can be the target.

Private Sector employees and professional have higher degree of acceptance level for TATANano.

We found that people who are earning above 20000 rupees monthly is interested to buy a Nano.

The most important factors that affect the purchasing decision of the people to purchase a smallcar like “NANO” are Design, Safety, Affordability, power, comfort, lifestyle, accessories statusand interior space.

It was also observed in the research that majority of people shall not prefer “Nano” over “Bike”as they believe that bike has some additional benefits over “NANO”.

It has been found out in the research that Nano is really an affordable car but if the price of theNano rises people will not purchase it.

It has also been found out through research that most of the people shall recommend TATA’sNano to other which is a very good sign for TATA Motors.

Also, most of the respondents believ e that “NANO” is not their dream car.

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CHAPTER 5

CONCLUSION

As per the all the analysis done above it is concluded that people have a nice perceptiontowards Tata Nano, it have a good brand image in the automobile industry.

Tata Nano is a great innovation by Tata motors. Car which is of just 1 lakh rupees andvery affordable to most of the people in India.

It has many features like its shape, design, engine power, interior space, comfort, comfort

and life style. Tata Nano is a new era of automobile industry which actually changes the perception of

people about the car. People perceived that it is a car for common man, whose dream is to purchase a car. People who can purchase a bike can also purchase Tata Nano because of its low price, so

it is easily affordable for the middle class persons. Tata Nano doesn’t have any competitor in this price segment, so it have a competitive

advantage over the other automobile companies. Nuclear family people generally prefers Tata Nano, it have a comfortable space for 4 to 5

members. Tata Nano main USP is its price which actually attracts the customer towards it. Tata Nano has so many advantages, but still there is some problem due to which it’s not

selling that much effective, such problems are: Shape of Tata Nano doesn’ t give feel like a car. Engine power is not so good for the long drive Journey. Generally people perceived that buying a Nano will affect their status.

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