Data analysis

Results We interviewed 50 students of the school in order to complete the survey. As we can observe in the chart below, 44% of them were female and 56% male. We have a balanced proportion between both genders in our sample. That enable this survey to be more representative of the target market we choose to analyse.

Gender

44%

56%

male

femal e

General perception of Nano

Thanks to this survey, we tried to get peoples perception about Nano on several parameters. These are given as under-

Nano as a rural car:

Nano: a rural car?

60% 50% 40% 30% 20% 10% 0% strongly agree 4%

54%

24% 8% 10%

agree

don't know

disagree

strongly disagree

It clearly appears that the majority of the respondents disagree with the affirmation that Nano is a rural car. Only 28% of them agreed with that fact. Nano is most perceived as a city car. Nano as a trendy car.
Nano: trendy?
60% 50% 40% 30% 20% 10% 0% strongly agree agree don't know disagree strongly disagree 6% 14% 24% 2% 54%

These results illustrate that most of the respondents we surveyed agreed that Nano is trendy (60%). People who want to be fashionable will be tempted to buy this car.

Nano as Peoples car.

Nano: People's car?
80% 70% 60% 50% 40% 30% 20% 10% 0% 70%

22% 0% strongly agree agree don't know 6% 2% strongly disagree

disagree

According the chart, we can say that Nano is Peoples car. More than 90% of the respondents agreed with that affirmation. Nano is considered as a car that suits with everybodys needs. It is a product of mass consumption. Nano as a safe and ecological car.
Nano: a safe car?
50% 40% 30% 20% 10% 0% strongly agree agree don't know disagree strongly disagree 0% 12% 10% 44% 34%

Nano: an ecological car?

50% 40% 30% 20% 10% 0% strongly agree agree don't know disagree strongly disagree 16% 10% 0% 32%

42%

We can observe that an important percentage of persons (more than 40%) choose not to answer to that questions telling they didnt know. It illustrates people have some doubts about these two characteristics of Nano. This is probably due to the fact the car has not been launch to the market yet. However, the respondents seem to feel more comfortable with the affirmation that Nano is an ecological car (42% agreed with that statement) than with the one that Nano is a safe car (just 12% agreed with this).

Nano as a car for young generation.

Nano: made for young generation?
45% 40% 35% 30% 25% 20% 15% 10% 5% 0% 40% 32%

12% 6%

10%

strongly agree

agree

don't know

disagree

strongly disagree

Most of the respondents disagreed with that affirmation even we can not clearly discern a general tendency for that question. Respondents have mixed responses about Nano only as a car for young generation. Target market

60% 50% 40% 30% 20% 10% 0% upper class

Tata Nano is for...

42%

54%

4%

upper middle class

middle class

lower middle class

lower class

The respondents of our sample consider Nano as a car for middle or lower middle class. Its price, its size and its features are probably the reasons of such an affirmation.

Buying a Nano First, we tried to see in which measure students of the school would be interested in buying a Nano. The results of the survey didnt prove a great enthusiasm of the respondents to that idea; perhaps because they didnt consider belonging to middle or lower class. Most of them (52%) answered they will maybe be interested by such a car.

Interest in buying a Nano

26%

22%

52%

yes

maybe

no

Reasons to buy NANO

Reasons for buying a Nano:
120% 100% 80%

Rank 7 Rank 6 Rank 5 Rank 4 Rank 3 Rank 2 Rank 1

Pri ce T ata's brand name Fuel efficiency Good desi gn Comfort Qual ity

60% 40% 20% 0%

This chart shows that price is the principal motivation of purchase. Tatas brand name is coming just after. This is given in detail as under

Impact of price and affordability on purchase

120% 100% 80% 60% 40% 20% 0% rank 1 rank 2 rank 3 rank 4 rank 5 rank 6 rank 7 0% 2% 0% 0% 0% 2% 96%

Most respondents think that price is the most important factor which people will consider while making a purchase decision about Nano.
Impact of fuel efficiency on purchase
30% 25% 20% 15% 10% 5% 0% rank 1 rank 2 rank 3 rank 4 rank 5 rank 6 rank 7 2% 27% 20% 16% 13% 13% 9%

Impact of Tata's brand name on purchase

60% 50% 40% 30% 20% 10% 0% rank 1 rank 2 rank 3 rank 4 rank 5 rank 6 rank 7 4% 17% 9% 7% 9% 4% 50%

Impact of good designonpurchase

35% 30% 25% 20% 15% 10% 5% 0% rank 1 rank 2 rank 3 rank 4 rank 5 rank 6 rank 7 4% 11% 7% 29% 22% 16% 11%

Impact of quality on purchase

30% 25% 20% 15% 10% 5% 0% rank 1 rank 2 rank 3 rank 4 rank 5 rank 6 rank 7 2% 7% 13% 9% 27% 20% 22%

Impact of comfort on purchase

40% 35% 30% 25% 20% 15% 10% 5% 0% rank 1 rank 2 rank 3 rank 4 rank 5 rank 6 2% 2% 13% 20% 7% 18%

38%

rank 7

NANO- A Sucessful car ?

Nano:a successful car?

60% 50% 40% 30% 20% 10% 0% strongl y agre e 15 %

52 % 29%

4% agree don't know disagree

0%

strongl y disagre e

From the above chart, 67% of the respondents think that Nano will be a successful car and just 4% of them consider it will not be a successful brand. That is quite encouraging for Tatas brand!

Correlation
We also found out the coefficient of correlation between elements to understand whether the relationship between them is positive or negative. It is explained as under.

Rural and Trendy Trendy and Young Generation People's car and Safety Young Generation and people's car Rural and young generation Rural and people's car

-0.209 0.248 0.086 -0.037 -0.087 -0.213

1. The coefficient of correlation between rural and trendy is negative, shows that people who say Nano is a rural car disagrees that it is trendy and fashionable and vice-versa. 2. The coefficient of correlation between trendy and young generation is positive, shows that the respondents who believe Nano is trendy also believe that is it made for young generation.

3. The coefficient of correlation between peoples car and safety is positive, shows that people think it is safe that is why it is peoples car. 4. The coefficient of correlation between the young generation and peoples car is negative, shows that the respondents who think Nano is for young generation dont agree that it is peoples car. 5. The correlation between the rural car and the young generation car is negative, shows that respondents who think Nano is a rural car dont think it is for young generation and those who think Nano is for young generation do not agree that it is a rural car. The degree of correlation is not very high. It shows that respondents are not really sure of the conclusion given above. 6. The correlation between the rural car and the peoples car is negative, shows that respondents who believe Nano is a rural car do not seem to accept it as Peoples car, and vice-versa. 7. The correlation between the trendy and peoples car is negative, shows that it is either trendy or a peoples car. But the low degree of correlation suggests that respondents are not really sure of this thing.

6.

Conclusion and report

KEYFINDINGS

i. Nano is not really perceived as a rural car. 64% of the respondents disagree with the fact that it is a rural car. Despite being the cheapest car in the world people accept and see it as a city car. From secondary data analysis, we found that Nanos main target segment is rural India. But our findings tell us that apart from rural India, it has a huge market in Tier1, Tier2 and Tier3 cities in India. So Tatas strategy should be to do good branding in order to attract large customer segments, especially youth of India.

ii.

60% of the respondents agree that Nano is trendy. People perceive it as a fashionable car. So, as Nano is perceived as trendy, it has potential to make huge business apart from rural part. It should tap the untouched cheap A-category car market in urban, semi-urban and towns of India. It must also attract people who buy motor bikes. Negative correlation between rural and trendy clearly suggest that most of the respondents are bifurcated between those who think Nano is a rural car and those who think it is trendy. So this thing itself seems to increase the customer base for Nano.

iii.

More then 90% of the respondents agree that Nano is Peoples Car. We got mixed responses about Nano as a car for young generation. It is a car which fits to the needs of all types of customers. It is a product of mass consumption.

iv.

In terms of safety and ecology, we have got fairly mixed responses. Most respondents said they dont know whether Nano is safe and ecological or not. More than 40% respondents did not know whether it is safe and ecological. This is probably because they have not really driven Nano.

v.

The respondents perceive Nano as a car for middle or lower middle class. Its price, its size and its features are the reasons of such an affirmation. It also confirms that it is a car for masses.

vi.

The research has shown that price and Tatas brand name are the most important reasons for the people to buy Nano. 96% respondents gave price as the first reason to buy Nano. We believe the company should keep up its brand leverage on the people. It must keep the promised price. The other reasons like design, fuel

efficiency, after sale services were not considered important because Nano is yet to be launched. vii. 67% of the respondents think that Nano will be a successful car and just 4% of tem doubt this. That is quite encouraging for Tatas brand! This also suggest that people trust Tata as a company. They think very positively about Nano despite the fact that it has not launched