1

CHAPTER 1
INTRODUCTION
A STUDY INTO CONSUMER SATISFACTION WITH TATA
NANO CAR

About Tata :
Tata Motors Limited is Indias largest automobile company. It is the leader by far in
commercial vehicles in each segment, and the second largest in the passenger vehicles
market. The company is the worlds fifth largest medium and heavy commercial vehicle
manufacturer, and the worlds second largest medium and heavy bus manufacturer.
Established in 1945, Tata Motors presence indeed cuts across the length and breadth of India
with over 4 million vehicles, since the first rolled out in 1954. The foundation of the
companys growth is a deep understanding of customer needs, and the ability to translate
them into customer-desired offerings through leading edge R&D.

About Tata NANO
Tata Motors has recently launched the Tata Nano Worlds Cheapest Car, priced at Rs.
1,00,000. Ratan Tata, the chairman of Tata Group and Tata Motors, promised India to build
the Worlds cheapest car and now it done. It was define by the corporation as a comfortable,
safe, all-weather car, high on fuel efficiency & low on emissions.




2

Hypothesis

1) Ho: Tata Nano is safe for driving.
H1: Tata Nano is not safe for driving.

2) Ho: Consumers are satisfied with Tata Nano Car.
H1: Consumers are not satisfied with Tata Nano Car.



Objective of the study
The study has been under taken to analyse the customer satisfaction towards Tata Nano .
1. To gather information about customer satisfaction level toward Nano.
2. To know the customer perception about features, low maintenance cost and looks of the Tata
Nano.
3. To know the customer satisfaction about the safety and comfort provided by Nano.
4. To gain insights wheather the product delivers what it promises.









3

Research Methodology

This project was managed with the help of primary as well as secondary data
Primary data: The primary data was collected for the study by using the structured
questionnaire for Customers and general public.
Secondary data: Secondary data has been collected by referring various books, journals,
visiting various websites, etc.
SAMPLE SIZE
In this study, sample size of 30 respondents is chosen who are using the Tata nano car.

Limitations of the study:
Though the detailed investigation is made in the present study, I got the following
limitations.
1.This study is restricted only to the pune city. So, the results may not be applicable to other
areas.
2. This study is based on the prevailing customers satisfaction. But the customers
satisfaction may change according to time, fashion, technology, development, etc.
3. sample size was also restricted to 30 peoples.







4

CHAPTER 2
Review of Literature

Sheth, J. N., Mittal, B. and Newman, B. I. (1999) have analyzed that a customer is 'a
person or organizational unit that plays a role in the consummation of a transaction with the
marketer or an entity'. He also explores that even as the companies pay more attention to
meeting the needs of their individual customers, they need also to make sure that the needs of
their corporate customers are met as well. .

Kotler, P. (2003) have analyzed that Customers needs desires and expectations'. It is
examining that satisfaction as 'a person's feeling of pleasure or disappointment resulting from
comparing a product's perceived performance (or outcome) in relation to his or her
expectations'. He also analyzed that every customer has in one way or the other something
he/she expects from his/her service providers. These expectations have come into play
because of a need that has to be satisfied. These expectations are not the same as there are
many customers. He studied that the customer gets dissatisfied if performance is below
expectation and vice versa. If performance goes beyond the expectation of the customer, the
customer is highly satisfied and delighted.

Motley, B. L. (2003) studies that the idea of matching service performance with customers'
expectations. He notes that the mission of a business is the creation of satisfied clients who
tend to favour the organization through time by patronizing the services being delivered by
the business.

5

Hokanson, S. (1995) mentions the fact that a very satisfied customer does not necessarily mean a
loyal customer.
Clarke, K (2001), has put forward the argument that, 'a business that focuses exclusively on
customer satisfaction runs the risk of becoming an undifferentiated brand whose customers
believe only that it meets the minimum performance criteria for the category.

Winstanley and Martha (1997), has put forward a different view about the relationship
between customer satisfaction and loyalty. They perceive a direct relationship between
satisfaction and loyalty. They claim that when customers are satisfied, they concentrate their
business with one business or service provider. Also customers who are highly satisfied are
much more likely to view their service providers as their main relationship business.


Mahapatra, kumar and Chauhan (2010) mentioned a study on customer satisfaction,
dissatisfaction and post purchase evaluation: an empirical study on small size passenger cars
in India with the main objectives to examine the satisfaction and impact on future purchase
decision and explore the performance of different attributes in automobile in giving
satisfaction to customer with the sample size of 150 customers and they revealed from this
study that customers are highly satisfied with the performance of attributes like pickup,
wipers, etc. and other attributes like pollution, engine, battery performance, and pick
up influence the consumer future purchase decisions and consumer give the more importance
to these factors.



6

CHAPTER 3
SECONDARY DATA

INTRODUCTION:
CONSUMER:
A consumer is an individual who purchase or has the capacity to purchase goods and services
offered for sale by marketing institutions in order to satisfy personal or household needs,
wants or desires.
According to a statement made by Mahatma Gandhi, consumer refers to the following, A
consumer is the most important visitor on our premises. He is not dependent on us. We are
dependent on him. He is not an outsider to our business. He is part of it. We are not doing
him a favour by serving him. He is doing us a favour by giving us an opportunity to do so.
So consumer is like the blood of our business and also a satisfied customer is a word of
mouth advertisement of a product / services.


CONSUMER SATISFACTION:
Every human being is a consumer of different produces. If there is no consumer, there is no
business. Therefore, consumer satisfaction is very important to every business person.

According to Philip Kotler consumer satisfaction is defined on, personal feeling of pleasure
resulting from comparing a products pursued performance in relation to his /her
expectations.

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Consumer attitude measurements are taken on either potential buries or existing clients
buries in order to identify their characteristics. Why should the competent market engineer
conduct consumer research? Consumers surverys can provide the researcher with a wealth of
information, valuable of the marketing function.

Detailed information regarding the customer in a market will provide the basic platform for
all marketing decisions. Marketing decision maker needs descriptive information about the
total potential unit and dollar sales in each segment. Perhaps the most important one is that a
seller need to be aware of the relevant objective and need of consumer and how their
objectives might best be served by the products.













8

WHY CUSTOMER SATISFACTION IS SO IMPORTANT? :
It seems self evident that companies should try to satisfy their customers. Satisfied customers
usually return and buy more, they tell other people about their experiences, and they may
well pay a premium for the privilege of doing business with a supplier they trust. Statistics
are bandied around that suggest that the cost of keeping a customer is only one tenth of
winning a new one. Therefore, when we win a customer, we should hang on to them.
Why is it that we can think of more examples of companies failing to satisfy us rather than
when we have been satisfied? There could be a number of reasons for this. When we buy a
product or service, we expect it to be right. We dont jump up and down with glee saying
isnt it wonderful, it actually worked. That is what we paid our money for. Add to this our
world of ever exacting standards. We now have products available to us that would astound
our great grandparents and yet we quickly become used to them. The bar is getting higher and
higher. At the same time our lives are ever more complicated with higher stress levels.
Delighting customers and achieving high customer satisfaction scores in this environment is
ever more difficult. And even if your customers are completely satisfied with your product or
service, significant chunks of them could leave you and start doing business with your
competition.

A market trader has a continuous finger on the pulse of customer satisfaction. Direct contact
with customers indicates what he is doing right or where he is going wrong. Such informal
feedback is valuable in any company but hard to formalise and control in anything much
larger than a corner shop. For this reason surveys are necessary to measure and track
customer satisfaction.
Developing a customer satisfaction programme is not just about carrying out a survey.
Surveys provide the reading that shows where attention is required but in many respects, this
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is the easy part. Very often, major long lasting improvements need a fundamental
transformation in the company, probably involving training of the staff, possibly involving
cultural change. The result should be financially beneficial with less customer churn, higher
market shares, premium prices, stronger brands and reputation, and happier staff. However,
there is a price to pay for these improvements. Costs will be incurred in the market research
survey. Time will be spent working out an action plan. Training may well be required to
improve the customer service. The implications of customer satisfaction surveys go far
beyond the survey itself and will only be successful if fully supported by the echelons of
senior management.
















10

Introduction to the Group
Tata Group operates in seven business sectors: communications and information technology,
engineering, materials, services, energy, consumer products and chemicals. They are, by and
large, based in India and have significant international operations. The total revenue of Tata
companies, taken together, was $70.8 billion in 2008-09, with 64.7 per cent of this coming
from business outside India, and they employ around 357,000 people worldwide. The Tata
name has been respected in India for 140 years for its adherence to strong values and business
ethics.
Every Tata company or enterprise operates independently. Each of these companies has its
own board of directors and shareholders, to whom it is answerable. There are 27 publicly
listed Tata enterprises and they have a combined market capitalisation of some $60 billion,
and a shareholder base of 3.5 million. The major Tata companies are Tata Steel, Tata Motors,
Tata Consultancy Services (TCS), Tata Power, Tata Chemicals, Tata Tea, Indian Hotels and
Tata Communications.
Tata Steel became the sixth largest steel maker in the world after it acquired Corus. Tata
Motors is among the top five commercial vehicle manufacturers in the world and has recently
acquired Jaguar and Land Rover. TCS is a leading global software company, with delivery
centres in the US, UK, Hungary, Brazil, Uruguay and China, besides India. Tata Tea is the
second largest branded tea company in the world, through its UK-based subsidiary Tetley.
Tata Chemicals is the worlds second largest manufacturer of soda ash and Tata
Communications is one of the worlds largest wholesale voice carriers.
In tandem with the increasing international footprint of Tata companies, the Tata brand is
also gaining international recognition. Brand Finance, a UK-based consultancy firm, recently
valued the Tata brand at $9.92 billion and ranked it 51st among the world's Top 100
brands. Businessweek magazine ranked Tata 13th among the '25 Most Innovative Companies'
11

list and the Reputation Institute, USA, recently rated it 11th on its list of world's most
reputable companies.
Founded by Jamsetji Tata in 1868, Tatas early years were inspired by the spirit of
nationalism. It pioneered several industries of national importance in India: steel, power,
hospitality and airlines. In more recent times, its pioneering spirit has been showcased by
companies such as TCS, Indias first software company, and Tata Motors, which made
Indias first indigenously developed car, the Indica, in 1998 and recently unveiled the worlds
lowest-cost car, the Tata Nano.
Tata companies have always believed in returning wealth to the society they serve. Two-
thirds of the equity of Tata Sons, the Tata promoter company, is held by philanthropic trusts
that have created national institutions for science and technology, medical research, social
studies and the performing arts. The trusts also provide aid and assistance to non-government
organisations working in the areas of education, healthcare and livelihoods. Tata companies
also extend social welfare activities to communities around their industrial units. The
combined development-related expenditure of the trusts and the companies amounts to
around 4 per cent of the net profits of all the Tata companies taken together.
Going forward, Tata is focusing on new technologies and innovation to drive its business in
India and internationally. The Nano car is one example, as is the Eka supercomputer
(developed by another Tata company), which in 2008 was ranked the worlds fourth fastest.
Anchored in India and wedded to traditional values and strong ethics, Tata companies are
building multinational businesses that will achieve growth through excellence and
innovation, while balancing the interests of shareholders, employees and civil society.



12










Introduction to Tata Motors Limited
Tata Motors Limited is India's largest automobile company, with consolidated revenues of
Rs.70,938.85 crores (USD 14 billion) in 2008-09. It is the leader in commercial vehicles in
each segment, and among the top three in passenger vehicles with winning products in the
compact, midsize car and utility vehicle segments. The company is the world's fourth largest
truck manufacturer, and the world's second largest bus manufacturer.
The company's 24,000 employees are guided by the vision to be "best in the manner in which
we operate best in the products we deliver and best in our value system and ethics."
Established in 1945, Tata Motors' presence indeed cuts across the length and breadth of India.
Over 4 million Tata vehicles ply on Indian roads, since the first rolled out in 1954. The
company's manufacturing base in India is spread across Jamshedpur (Jharkhand), Pune
(Maharashtra), Lucknow (Uttar Pradesh), Pantnagar (Uttarakhand) and Dharwad (Karnataka).
Following a strategic alliance with Fiat in 2005, it has set up an industrial joint venture with
Fiat Group Automobiles at Ranjangaon (Maharashtra) to produce both Fiat and Tata cars and
Fiat powertrains. The company is establishing a new plant at Sanand (Gujarat). The
13

company's dealership, sales, services and spare parts network comprises over 3500 touch
points; Tata Motors also distributes and markets Fiat branded cars in India.
Tata Motors, the first company from India's engineering sector to be listed in the New York
Stock Exchange (September 2004), has also emerged as an international automobile
company. Through subsidiaries and associate companies, Tata Motors has operations in the
UK, South Korea, Thailand and Spain. Among them is Jaguar Land Rover, a business
comprising the two iconic British brands that was acquired in 2008. In 2004, it acquired the
Daewoo Commercial Vehicles Company, South Korea's second largest truck maker. The
rechristened Tata Daewoo Commercial Vehicles Company has launched 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 from
Tata Daewoo. In 2005, Tata Motors acquired a 21% stake in Hispano Carrocera, a reputed
Spanish bus and coach manufacturer, and subsequently the remaining stake in 2009.
Hispano's presence is being expanded in other markets. In 2006, Tata Motors formed a joint
venture with the Brazil-based Marcopolo, a global leader in body-building for buses and
coaches to manufacture fully-built buses and coaches for India and select international
markets. In 2006, Tata Motors entered into joint venture with Thonburi Automotive
Assembly Plant Company of Thailand to manufacture and market the company's pickup
vehicles in Thailand. The new plant of Tata Motors (Thailand) has begun production of the
Xenon pickup truck, with the Xenon having been launched in Thailand in 2008.
Tata Motors is also expanding its international footprint, established through exports since
1961. The company's commercial and passenger vehicles are already being marketed in
several countries in Europe, Africa, the Middle East, South East Asia, South Asia and South
America. It has franchisee/joint venture assembly operations in Kenya, Bangladesh, Ukraine,
Russia, Senegal and South Africa.
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The foundation of the company's growth over the last 50 years is a deep understanding of
economic stimuli and customer needs, and the ability to translate them into customer-desired
offerings through leading edge R&D. With over 3,000 engineers and scientists, the
company's Engineering Research Centre, established in 1966, has enabled pioneering
technologies and products. The company today has R&D centres in Pune, Jamshedpur,
Lucknow, Dharwad in India, and in South Korea, Spain, and the UK. It was Tata Motors,
which developed the first indigenously developed Light Commercial Vehicle, India's first
Sports Utility Vehicle and, in 1998, the Tata Indica, India's first fully indigenous passenger
car. Within two years of launch, Tata Indica became India's largest selling car in its segment.
In 2005, Tata Motors created a new segment by launching the Tata Ace, India's first
indigenously developed mini-truck.
In January 2008, Tata Motors unveiled its People's Car, the Tata Nano, which India and the
world have been looking forward to. The Tata Nano has been subsequently launched, as
planned, in India in March 2009. A development, which signifies a first for the global
automobile industry, the Nano brings the comfort and safety of a car within the reach of
thousands of families. The standard version has been priced at Rs.100,000 (excluding VAT
and transportation cost).
Designed with a family in mind, it has a roomy passenger compartment with generous leg
space and head room. It can comfortably seat four persons. Its mono-volume design will set a
new benchmark among small cars. Its safety performance exceeds regulatory requirements in
India. Its tailpipe emission performance too exceeds regulatory requirements. In terms of
overall pollutants, it has a lower pollution level than two-wheelers being manufactured in
India today. The lean design strategy has helped minimise weight, which helps maximise
performance per unit of energy consumed and delivers high fuel efficiency. The high fuel
15

efficiency also ensures that the car has low carbon dioxide emissions, thereby providing the
twin benefits of an affordable transportation solution with a low carbon footprint.
In May 2009, Tata Motors introduced ushered in a new era in the Indian automobile industry,
in keeping with its pioneering tradition, by unveiling its new range of world standard trucks
called Prima. In their power, speed, carrying capacity, operating economy and trims, they will
introduce new benchmarks in India and match the best in the world in performance at a lower
life-cycle cost.
Tata Motors is equally focussed on environment-friendly technologies in emissions and
alternative fuels. . It has developed electric and hybrid vehicles both for personal and public
transportation. It has also been implementing several environment-friendly technologies in
manufacturing processes, significantly enhancing resource conservation. Through its
subsidiaries, the company is engaged in engineering and automotive solutions, construction
equipment manufacturing, automotive vehicle components manufacturing and supply chain
activities, machine tools and factory automation solutions, high-precision tooling and plastic
and electronic components for automotive and computer applications, and automotive
retailing and service operations.
Tata Motors is committed to improving the quality of life of communities by working on four
thrust areas employability, education, health and environment. The activities touch the lives
of more than a million citizens. The company's support on education and employability is
focused on youth and women. They range from schools to technical education institutes to
actual facilitation of income generation. In health, our intervention is in both preventive and
curative health care. The goal of environment protection is achieved through tree plantation,
conserving water and creating new water bodies and, last but not the least, by introducing
appropriate technologies in our vehicles and operations for constantly enhancing environment
care.
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With the foundation of its rich heritage, Tata Motors today is etching a refulgent future.
Introduction to Tata NANO

Tata Nano is a rear engined, four-passenger city car built by Tata Motors, aimed primarily at
the Indian Market. The car has a fuel efficiency of around 26 kilometres per litre on the
highway and around 22 kilometres per litre in the city. It was first presented at the 9th
annual Auto Expo on January at Pragati Maidan in New Delhi, India. The Nano had its
commercial launch on March 23, 2009 and a booking period from April 9 to April 25,
generating more than 200,000 bookings for the car. The cars started to be delivered to
customers after July 17 2009, with a starting price of Rs. 1,00,000. This is cheaper than
the Maruti 800, its main competitor and next cheapest Indian car priced at Rs 184,641. Tata
had sought to produce the least expensive production car in the world aiming for a starting
price of Rs 100,000.

Design:
Ratan Tata, the Chairman of Tata Motors, began development of the world's cheapest
production car in 2003, inspired by the number of Indian families with two-wheeled rather
than four-wheeled vehicles. The Nano's development has been tempered by the company's
success in producing the low cost 4 wheeled Ace truck in May 2005.
Contrary to speculation that the car might be a simple four-wheeled auto rickshaw, The
Times of India reported the vehicle is "a properly designed and built car". The Chairman is
reported to have said, "It is not a car with plastic curtains or no roof it's a real car".
To achieve its design goals, Tata refined the manufacturing process, emphasized innovation
and sought new design approaches from suppliers. The car was designed at Italy's Institute of
Development in Automotive Engineering with Ratan Tata requesting certain changes,
such as the elimination of one of two windscreen wipers. Many components of the Nano are
made in Germany by Bosch, such as fuel injection, brake system, Value Motronic ECU, ABS
and other technologies.
The Nano has 21% more interior space (albeit mostly as headroom, due to its tall stance) and
an 8% smaller exterior compared to its closest rival, the Maruti 800.


17


Cost cutting features:
It has no power steering
The base model has only three lug nets on the wheels instead of the usual four
The base model has only one side view mirror
Some use of plastic and glue in place of welded steel
Manually operated side windows
Air conditioning/heating not part of base model
Airbags not part of base model

Pricing:
Tata initially targeted the vehicle as "the least expensive Production Car in the world" -
aiming for a starting price of Rs. 1,00,000 despite rapidly rising material prices at the time.
As of August 2008, material costs had risen from 13% to 23% over the cars
development and Tata faced the choice of:
Introducing the car with an artificially low price through government subsidies and
tax-breaks
Forgoing profit on the car
Using vertical-integration to artificially boost profits on cars at the expense of their
materials industries
Partially using inexpensive polymers or Biodegradable Plastic instead of a full metal
body
Raising the price of the car





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Satisfaction is crucial concern for both customers and organizations. Satisfaction is a
subjective concept and therefore difficult to determine. It depends on many factors and varies
from person to person and product to product. The importance of customer satisfaction in
strategy development for customers and market oriented cannot be underdetermined. Now a
day it has become very important factor for each and every organization to enhance the level
of customer satisfaction. The overall study reveals that It was found that the customer are
mostly satisfied with price , design, safety, mileage, interior space, status brand name,
comfort level, spares part and after sale service.















19

HISTORY AND CONCEPTION:
The project to create a 1 lakh (1 lakh = 100000 rupees) car began in 2003, under the
Chairman of Tata Motors, Ratan Tata. The strategy behind the project was the awareness of
the number of Indian families who had two wheeled transport, but couldn't afford a four
wheel car, and was based on the company's success in producing the low cost 4 wheeled Ace
truck in May 2005. The Nano was unveiled at the 2008 New Delhi AutoExpo. Industry
convention was that a reliable car couldn't be made at such a low price, so initial media
speculation was that the car would be a simple four-wheeled auto rickshaw. However, The
Times of India reported that the vehicle is "a properly designed and built car". The Chairman
is reported to have said, "It is not a car with plastic curtains or no roof it's a real car."
During development the company reinvented and minimized the manufacturing process,
brought in innovative product design, and asked component manufacturers to look at current
work and design approaches in a different perspective to produce logical and simple
solutions.
The car was designed at Italy's Institute of Development in Automotive Engineering, with
Ratan Tata ordering certain changes during the process, such as reducing the number of
windscreen wipers from two to one.







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FINANCIAL PROJECTION:
Tata initially targeted the vehicle as "the least expensive production car in the world"
aiming for a starting price of 100,000 rupees or approximately $2300 US despite rapidly
rising material prices. Tata Motors has been able to cut down the cost of the car by making
things smaller and lighter, doing away with superficial parts and changing material wherever
possible. Tata Motors company had received lakhs of enquiries through the internet for the
Nano.Tata Motors intends to open bookings for the car three months from now. Tata Motors
plans to produce 2,50,000 Tata Nano Cars in the first phase and add 1,00,000 in the second
phase, taking the total production capacity to 3,50,000 cars probably by the end the next
financial yearAs of August, 2008 material costs have risen from 13% to 23% over the
carsdevelopment, and Tata now faces the choice of introducing the car with an artificially
low introductory price, raising the price of the car, or foregoing profit on the car the latter
an unlikely proposition., while an increased price on the Nano will likely decrease demand.


Characteristics of NANO:
Cheap: It is the world cheapest car: 1 lakh for the standard model. Due to this, it is considered as the
Peoples car.
Fuel-efficient engine: Its mileage is 20km/litre. The luxury model has a diesel engine.
Safe: Nano features feat with all safety requirements. The car contains a strong passenger
compartment with crumple zones, intrusion-resistant doors, seat belts, strong seats, anchorages It
had passed a full frontal crash tests. Moreover, its a safer way of transport than motorcycles and
rickshaws.
Comfortable: Nano has been conceived for four persons. Its space is adapted according to this. Four
doors enable the entrance in the car. Seating space is generous and quite comfortable. It permits the
driver to manoeuvre easily.Besides, the car will be available in two models: standard and deluxe.
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Ecological: According to Ratan Tata (chairman of Tata motor), Nano meet all current legislative
emission norms and could be upgraded to meet euro IV norms. It is less pollutant than two-wheelers
being manufactured in India.
Trendy: Both versions of Nano (standard and deluxe) will be available in several colours. The
customer will also have the possibility to choose additional accessories to adapt the car to its needs to
make it look trendy and stylish.

















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Tata Nano
Parent Company Tata Motors
Category Hatchback
Sector Automobiles
Tagline/ Slogan Khushiyon ki Chabi
USP Most affordable car in the Indian automobile market
STP
Segment Hatchback segment for middle class
Target Group
Targeted towards the families belonging to middle class
segment
Positioning Positioned as the cheapest and most affordable car
SWOT Analysis
Strength
1. Very affordable price
2. Easy to drive in traffic conditions
3. Innovative engineering which provides better facilities
compared to same segment cars
4. Low maintenance and handling cost
5. Good fuel efficiency
6. When it was introduced it created a huge buzz in the global
automobile industry being a common mans car
Weakness
1. Perceived as a cheap product which repels the aspirational
customers
2. Setting up of production plant in WB caused a lot of tension
3. Smaller fuel tank and Less powerful engine
4. Limiter international presence
Opportunity
1. Capitalize on the fact that it is the most affordable car and
acquire new customers
2. Increasing per capita income and purchasing capability of
potential customer base
3. Introduce CNG model at the earliest and attract the public
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passenger car segment
4. Increase international market presence especially Europe
5. Augmenting the distribution and service network in various
countries
Threats
1. Increasing fuel costs
2. Competition from other big automobile giants
3. Competitive products offering same level features at a lesser
price
4. Product innovations and frugal engineering by competitors
5. Customer perception of a cheap car can lead to loss of sales
Competition
Competitors
1. Maruti Alto
2. Hyundai EON
3. Maruti 800












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CHAPTER 4
BIBLIOGRAPHY

Books:
1. Kotler, P. (2003), Marketing Management, 11th Edition, London: Prentice Hall.
2. Sheth, J. N., Mittal, B. and Newman, B. I., (1999), Customer Behaviour: Consumer
Behaviour and Beyond, London: Dryden.
3. Hokanson, S. (1995), The Deeper You Analyse, The More You Satisfy Customer,
Marketing News.
4. Motley, B. L. (2003), 'How to Thrill Your Customer', Journal of marketing, 35, 50.
5. Clarke, K. (2001), What Price on Loyalty When a Brand Switch is Just a Click Away?
International Journal, 4. 3.
6. Winstanley and Martha (1997), Customer Satisfaction Affects Buyer Action and the
Bottom Line, 12, 36.

Websites:
1. WWW.GOOGLE.COM
2. WWW.WIKIPEDIA.COM

ARTICLE:
Marketing guru Martin Lindstrom In Times Of India




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CHAPTER 5
QUESTIONNAIRE

Personal details :
Q1.Name: _________________________________________
Q2.Age: a) 18-24 ___ b) 25-34___ c) 35-44___ d) 45-60___
Q3. Profession: a) student___ b) self-employed___ c) service___ d)other
Q4.Since how many years are you using this model ?
a) 0-2 yr ___ b) 2-3 ___ c) 3-4 d) 4-5___
Q5. Preference for choosing Tata Nano car ?
a) Comfort ___ b) performance ___ c) feature ___ d) look e) price ___
Q6. Which feature of Tata Nano attracts you more, that inspired you to go for
Nana ?
a) Price ___ b) Design___ c) Mileage ___ d) Interior space___ e) all of the above___ f)
cant say___
Q7. Will you recommend Nano to your friends and relatives ?
a) Yes___ b) No___ c) cants say___
Q8. How will you feel if Nano is used as Taxi ?
a) Embarrass___ b) Dont care___ c) cant say___
Q9. What is the rate of fuel consumption for Nano ?
a) Low___ b) average___ c) better___
Q10. Do you think Nano is designed and build according Indias local weather
and road condition ?
26

a) Yes___ b) Not fully___ c) No___
Q11. Are you satisfied with free accessories provided by the company ?
a) Excellent___ b) good___ c) Average___ d) Below Average___
Q12. Did you received any intimation calls or letters for the service due date to
get your vehicle serviced ?
a) Yes___ b) NO ___
Q13. Do you find easy availability of spare parts ?
a) Yes___ b) No___
Q14. Are you satisfied with overall service of Tata Nano car ?
a) Excellen___t b) Good ___ c) Average___ d) below Average___
Q15. How would you rate your overall satisfaction with Tata Nano car ?
a) Yes fully satisfied b) Average c) less than Average d) No very disappointed
Q16.Do you think NANO is people's car ?
a)Yes___ b) No___ c) Cant say___
Q17. Have any one recommended you to use it?
a) Yes___ b) No____










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