Consumer Perception-Tata Nano

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TERM PAPER ON RESEARCH METHODOLOGY (CONSUMER PERCEPTION ON TATA NANO)
SUBMITTED TO; Miss BHAKTI SHARMA
SUBMITTED BY; RASHMI KUKRETI M.B.A SEC. 1809 ROLL NO. B42 REGD NO. 10801636
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INTRODUCTION OF THE COMPANY
Tata Motors Limited is India's largest automobile company, with revenues of Rs. 32,426 crores (USD 7.2 billion) in 2006-07. 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 world's fifth largest medium and heavy commercial vehicle manufacturer, and the world's second largest medium and heavy bus manufacturer and 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 is spread across India - Jamshedpur (Jharkhand) in the east, Pune (Maharashtra) in the west, and in the north in Lucknow (Uttar Pradesh) and Pant agar (Uttarakhand). A new plant is being set up in Singur (close to Kolkata in West Bengal) to manufacture the company's small car. The nation-wide dealership, sales, services and spare parts network comprises over 2,000 touch points. The company also has a strong auto finance operation, TML Financial Services Limited, supporting customers to purchase Tata Motors vehicles.
ABOUT TATA NANO
Tata Motors' plans would produce, in real terms, by far the cheapest car ever made. An Indian car may soon earn a parking place in history alongside Ford's Model T, Volkswagen's Beetle and the British Motor Corp.'s Mini, all of which put a set of wheels within reach of millions of customers after they rolled onto the scene. Tata Motors is developing a car it aims to sell for about $2,500 the cheapest, by far ever made.
TECH SPECS: Length Width Height To seat Engine Power Position Boot Fuel Fuel injection Fuel consumption AC Passenger side mirror Power steering Price Tyres Body Safety features Suspension
: 3.1 m : 1.5 m : 1.6 m :4 : 643cc, 2cylinder, allaluminum : 33 BHP : Engine, battery at rear end : In front
: Petrol : MPFI : 20 kmpl. : Only in deluxe version : No : No : $2500 at dealer + VAT + transport cost. Base version approximate on-road price: $3000 : Tubeless tyres. : All-steel : Crumple zones, intrusion-resistant doors, seat belts, 2 A-Pillars : Independent front and rear
MARKETING RESEARCH PROBLEM
1. As price of Nano is an around one lakh rupee, possibility of car being used asm taxi cannot be avoided.
2. Time to convert raw material into Nano.
3. Determining the trends in steel, rubber and other raw material prices.
4. The focus of India in building infrastructure and spending trends.
5. They thought that they are cheated by the government.
6. Tata is known for heavy commercial vehicle. This common perception can affect the sale of Nano.
Scope of the Study
1. This study would be useful for companies to know what people perceive and thinking about Small Fight that is NANO. 2. This study would be useful to other students as a secondary data.
3. This study would be useful to form strategies according to perception of people about NANO.
Objective of the Study
1. To know the consumer perception on NANO car. 2. To find out the Acceptance level of people. 3. To find out the awareness level about NANO car.
4. To know about factors affecting purchase decision of NANO. 5. To know how purchase decision of NANO.varies from different Income group.
Limitation of the study
1. I will have to rely upon the information given by respondents, which may not be fully true
2. This study will be limited to only some areas of Phagwara & Jalandhar City.
3. It is only for short period of time. 4. Lack of professional approach since researcher is a student.
REVIEW OF LITERATURE
As the car got closer to completion, the media, including BW started speculating. Many reports were cynical; some were guarded, as if leaving room just in case they were proved wrong. Environmentalists such as R.K. Pachauri of the Energy Research Institute and Sunita Narain of Centre for Science and Environment began rising concerns about how a million small cars would impact urban congestion and air quality. But Tata was privy to information that his car had survived a frontal crash test and met Euro IV emission norms several months ago. Japanese auto giant Suzuki, which makes the ubiquitous Maruti 800, also spoke out with derision. "What is it going to be? A three-wheeler with a stepney?" Suzukis Founder Chairman Osamu Suzuki had quipped when Tata announced the project. In February 2006, Suzuki again took a shot, saying that it was impossible to make a reliable car for Rs. 1 lakh. But within a year of Suzukis comment, the Tata team had reason to pop the bubbly. A beta prototype was ready by the middle of 2007 and to maintain secrecy, it was tested at foreign locations, such as test tracks in Germany and the rough terrains of Australia.
Just about 10 days before the Auto Expo at New Delhis Pragati Maidan where the car was to be unveiled, RNT joined the team in Pune. He camped there until the launch, overseeing the finishing touches. He personally drove it, and made several last-minute changes, including changes in the seat covers and air vents, as the team prepared for the Big day. Kinds of sketches about the cars looks, three Nanos were shipped to Delhi in containers and remained under cover until the night before the launch. In the wee hours of 10 January, the car was rolled into Tatas pavilion in hall 11 of Pragati Maidan right
under the noses of several TV vans stationed nearby. But they missed the action. RNT, who later admitted he had spent a sleepless night preparing for the launch, and Ravi Kant, were present when the cars arrived. That day will go down as a red-letter day in Indian automotive history. Using a three dimensional hologram created in Germany, a virtual RNT spoke to the huge crowds deluging the Tata pavilion about the car he had dreamed of and which was finally about to be unveiled.
RESEARCH METHODOLOGY
SOURCES OF DATA COLLECTION PRIMARY: For my survey primary data have been used as a questionnaire to collect the data.
SECONDARY: The secondary date has been collected from the following modes: Magazines Data through internet sources
RESEARCH DESIGN Research Design is the arrangement for conditioned for data collection & analysis of data in a manner that aims to combined relevance to research purpose with economy in procedure. A research design is a master plan or model for the conduct of formal investigation. It is blue print that is followed in completing study. THE research conducted by me.
Is a descriptive research. This is descriptive in nature because study is focused on fact finding investigation in a well structured form and is based on primary data.
HYPOTHESIS
1. Purchase decision of Nano car will affects your status. 2. Nano is safe for driving. 3. Maximum no. of middle class income people grows for the purchase of Nano. 4. People prefer to purchase the Nano instead of two wheeler. 5. 75% of people go with Nano car in phagwara & Jalandhar City. 6. Nano is dependent of income of people. 7. Tata Nano likes by the phagwara & Jalandhar City people because of affordability, brand name & design. 8. Private & government sector having greater acceptancy level of Nano in phagwara & Jalandhar City.
INTERPRETATION
I have found in my study that most of the respondents who like to go for TATAs NANO belongs to income group of 5000 to 15000, so it can be said that NANO will be most welcome by this income group of people. Most of the respondents who belongs to the Private Sector or Govt. Sector having greater acceptancy level for NANO in Baroda city and they would also like to go for NANO. I have found that all the respondents of Baroda City which covered under my study are well aware about TATAs NANO. In my study I have found that above 90% of respondents like the TATAs NANO car. Those respondents who would not like to go for NANO , they are also like the TATAs NANO for various reason like affordability, brand name, shape/design this shows the preference of the respondents in Baroda city. More than half of the respondents would like to buy NANO in next 1 to 2 year. Respondents who like to buy NANO are curiously waiting for its launching, respondents like to go for NANO as its most affordable cost and of course due to its Brand Name that is TATA. Respondents also prefer NANO due to its promise of good mileage about 21KM/Litre so, if TATA will fulfill the promise and if continuously maintain the mileage of its car the NANO than itll surely helpful to attract more customer. Respondents who are preferring the second hand car , after the launching of TATAs Rs. 1lakh car the NANO, they would also like to go for NANO due
to its low cost and of course due to its attractive shape and design , its newness as compare to second hand car. More than half of the respondents believe that NANO is their Dream Car, so it shows TATAs NANO car will be warmly welcome by the people of Baroda City.
CONCLUSION
During my study I done a project on perception of people on NANO car in Baroda city.
I had learn a lot and get opportunity to know what consumer actually thinks and what they perceive about TATAs NANO because I had done field work and I was in between the people only. I gain a practical knowledge which I havent get any where. I had used a Questionnaire as a tool through which I had gathered a lot of information. I fill up 300 questionnaire from the 9 areas of Baroda city, under my study I have covered different class of people to know their perception and acceptance level for NANO. I analyze from my questionnaire that 100% respondents aware from the TATAs upcoming NANO car, and out of 300 respondents 90% respondents like the NANO. I also found that 71% of respondents would like to buy NANO in next 1 to 2 year, It shows the acceptance level of the people of Baroda city and its good sign TATA. Respondents who like the NANO or want to buy are preferring the NANO due to its Affordability and Brand Name. All this information will be benefited to know the Perception and Acceptance level of people in Baroda City. It can be also benefited to the TATA MOTERS as I had mention
all the likes and dislikes of the respondents in my Study.
BIBLIOGRAPHY
BOOKS :
1) Philip kotler & hiller (2008) marketing management 8 th edition: pearson 2)Berman , Berry and Joel r Evans(Oct-1997)Retail management: A strategic approach 8 th edition Englewood cliffs NJ printicehall 3) Art kleiner George Roth, How to Make experience your companys best teacher Harward business review, 4) Boris Groysberg, Aashish Nanda ,and Nitin Nuhria ( may2004) the risky business of hiring stars , Harward business review .
MAGAZINES A) OUTLOOK BUSINESS (9 TH FEB, 2008) B) BUSINESS STANDART (18 TH FEB, 2008) C) 4PS OF BUSINESS AND MARKETING (28 TH MARCH, 2008)
INTERNET :
http://www.tatamotors.com
Questionnaire
PERSONAL DETAIL
Name:__________________________________________________________________
Sex :
Male
Female
Age :
18 30 30 - 50
Above 50
Profession:
Govt. Employee
Businessman Professional
Pvt. Sector Employee
Student
Any other _______________
Monthly Income : 5,000 - 10,000 Rs.
10,000 Rs. 15000 Rs.
15,000 20,000 Rs.
Above 20,000 Rs.
Family Members:___________________
1) Do you have any Vehicle? Yes If Yes than Specify, Two Wheeler Four Wheeler No
Any other_____________ (2) Would you like to go for Rs. 1lakh car? Yes (3) Are you aware of Tatas NANO car? Yes No (4) Do you like the Tatas Rs. 1 Lakh car The NANO? Yes No (5) Do you plan to buy a NANO in the next 1 to 2 year? Yes Cant say (6)Which model would you go for? Deluxe (with AC) Standard (without AC) (7) What do you think of its mileage of 21KM/Litre? Very Good & reason to buy Good enough for small town Not enough No No
(8) Rank following attributes of in order to preference given by you, while buying NANO Brand Name Shape/Design Safety Affordability Comfort (9) Would you like to buy a second hand car instead of NANO? Yes No (10) Why do you prefer a NANO to a second hand car? Its new Running Costs Mileage Good looks (11) Do you think that Purchase decision of NANO will affects your status? Yes No (12) Do you believe that NANO is a dream car of yours? Yes Place.. Date... Sign.. No

Consumer Perception-Tata Nano

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Consumer Perception-Tata Nano

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www.final-yearprojects.co.cc | www.troubleshoot4free.

TERM PAPER ON RESEARCH METHODOLOGY (CONSUMER PERCEPTION ON TATA NANO)

SUBMITTED TO; Miss BHAKTI SHARMA

INTRODUCTION OF THE COMPANY

ABOUT TATA NANO

MARKETING RESEARCH PROBLEM

2. Time to convert raw material into Nano.

4. The focus of India in building infrastructure and spending trends.

5. They thought that they are cheated by the government.

Scope of the Study

Objective of the Study

Limitation of the study

all the likes and dislikes of the respondents in my Study.

Pvt. Sector Employee

Any other _______________

Monthly Income : 5,000 - 10,000 Rs.

10,000 Rs. 15000 Rs.

15,000 20,000 Rs.

Above 20,000 Rs.

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