SUMMER TRAINING REPORT

On

CONSUMER PERCEPTION ON TATA NANO
AT
I . S MOTORS
Roorkee, Hardwar (U.K)

Submitted in partial fulfillment of the
Requirement for award of the degree of

MASTER OF BUSINESS ADMINISTRATION
2011-2013
(Uttarakhand Technical University, Deharadun)




INSTITUTE OF MANAGEMENT STUDIES-ROORKEE

Under the guidance of

Mr. S.M. Hassan
IMS, Roorkee



Submitted By Submitted To
Anand Mishra
MBA-3rd SEM, Sec B


ACKNOWLEDGEMENT

I take this opportunity to express my profound sense of gratitude and
respect to all those who helped me throughout the duration of this project. I
acknowledge the effort of those who have contributed significantly to my project.
I feel privileged to offer my sincere thanks and deep sense of gratitude to Mr.
Kaushal Kishor Sharma (Coordinator & topic guide) for expressing their
confidence in me by letting me work on a project of this magnitude and providing
their support, help & encouragement in this project..
I am grateful to all our friends for providing critical feedback & support whenever
required. There are times in such projects when the clock beats you time & again
& you run out of energy, you just want to finish it once & forever. Parents made us
endure such times with their unfailing humour & warm wishes.
And last but not least I am Thankful to my GOD.


Anand Mishra
MBA 3rd sem Sec B

DECLARATION


I Anand Mishra student of MBA 3
rd
sem from IMS, Roorkee declare that all the
information, facts & figure represented in this report are actual and collected by
me in my summer training project CONSUMER PERCEPTION ON TATA NANO
with special reference to TATA MOTORS LIMITED, ROOTKEE






(Anand Mishra)


Faculty Certificate

Certificate by the company






Preface
The professional training is the internal part of an M.B.A. program. It helps the
Students understand practical aspects of Business Management in a better way as a
Part of my M.B.A. program at Institute of Management Studies. I was supposed to work
With the organization.
Marketing Research is the systematic and objective identification, collection,
analysis, dissemination, and use of information for the purpose of improving decision
making related to identification and solution of problems and opportunity
Perception is the process, by which an individual selects, organizes and interprets
information inputs to create a meaningful picture of the world around as
To be a Master of Business Administration student is a matter of pride because we are
in a field, which helps us to develop from a normal human being into a disciplined, and
dedicated professional. One has to be a good learner to sharper knowledge in the
particular field to achieve and attain the desired goals and heights. I conducted to gain
an understanding of what goes in to mind of the customer about NANO. To find the
perception of people on NANO, I used research questionnaires as
the research and data collection tools. The responses were collected from 300
respondents. from various areas.
I had learned lot during my Grand Project on perception of people on Tatas NANO,
and I hope this will be helpful to find out perception of people on NANO car.





1. Introduction
Company profile
2. Research Methodology .
3. Car loan procedure
4. Comparison ....
5. Findings ..
6. Suggestion..........................................................
7. Conclusion..........................................................
8. References
8. Annexures..........................................................








INTRODUCTION &
COMPANY
PROFILE












INTRODUCTION

TATA GROUP PROFILE:
The Tata Group comprises 98 operating companies in seven business sectors: information
systems and communications; engineering; materials; services; energy; consumer products;
and chemicals. The Group was founded by Jamsetji Tata in the mid 19
th
century, a period when
India had just set out on the road to gaining independence from British rule. Consequently,
Jamsetji Tata and those who followed him aligned business opportunities with the objective of
nation building. This approach remains enshrined in the Group's ethos to this day.
The Tata Group is one of India's largest and most respected business conglomerates, with
revenues in 2006-07 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 employ some 289,500 people. The Group's 27 publicly listed enterprises
among them stand out names such as Tata Steel, Tata Consultancy Services, Tata Motors and
Tata Tea have a combined market capitalization that is the highest among Indian business
houses in the private sector, and a shareholder base of over 2.9 million. The Tata Group has
operations in more than 80 countries across six continents, and its companies export products
and services to 85 countries.
The Tata family of companies shares a set of five core values: integrity, understanding,
excellence, unity and responsibility. These values, which have been part of the Group's beliefs
and convictions from its earliest days, continue to guide and drive the business decisions of
Tata companies. The Group and its enterprises have been steadfast and distinctive in their
adherence to business ethics and their commitment to 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.




Values and purpose:
Leadership with trust
Purpose

At the Tata Group our purpose is to improve the quality of life of the communities we serve. We
do this through leadership in sectors of national economic significance, to which the Group
brings a unique set of capabilities. This requires us to grow aggressively in focused areas of
business.

Our heritage of returning to society what we earn evokes trust among consumers, employees,
shareholders and the community. This heritage is being continuously enriched by the
formalisation of the high standards of behavior expected from employees and companies.

The Tata name is a unique asset representing leadership with trust. Leveraging this asset to
enhance Group synergy and becoming globally competitive is the route to sustained growth and
long-term success.

FIVE CORE VALUES

The Tata Group has always sought to be a value-driven organisation. These values continue to
direct the Group's growth and businesses. The five core Tata values underpinning the way we
do business are:

Integrity: We must conduct our business fairly, with honesty and transparency. Everything we
do must stand the test of public scrutiny.

Understanding: We must be caring, show respect, compassion and humanity for our
colleagues and customers around the world, and always work for the benefit of the communities
we serve.




Excellence: We must constantly strive to achieve the highest possible standards in our day-to-
day work and in the quality of the goods and services we provide.

Unity: We must work cohesively with our colleagues across the Group and with our customers
and partners around the world, building strong relationships based on tolerance, understanding
and mutual cooperation.

Responsibility: We must continue to be responsible, sensitive to the countries, communities
and environments in which we work, always ensuring that what comes from the people goes
back to the people many times over.

A SAGA OF VISION

As much an institution as it is a business conglomerate, the Tata Group is unique in more ways
than one. Established by Jamsetji Tata in the second half of the 19th century, the Group has
grown into one of India's biggest and most respected business organisations, thanks in no small
part to its entrepreneurial vision, its commitment to ideals that put people before profits, and its
fortitude in the face of adversity.














Family pride

The Tata family of enterprises comprises 98 companies in seven business sectors. This section
lists all these companies under the sectors in which they operate, besides the two promoter
companies of the Group. Visitors can, by clicking on the relevant links, get a profile of individual
companies, their subsidiaries (if any), their products and services, contact details, etc.

The seven business sectors
ENGINEERING (AUTOMOTIVE):

Tata Auto Comp Systems:
Subsidiaries / associates / joint ventures: International Automotive, Knorr Bremse Systems
for Commercial Vehicles, Tata Auto Comp GY Batteries, TACO Engineering, TACO Faurecia
Design Centre, TACO Hendrickson Suspension Systems, TACO Interiors and Plastics Division,
TacoKunststofftechnik, TACO MobiApps Telematics, TACO Supply Chain Management, TACO
Tooling, TACO Visteon Engineering Center, Tata Ficosa Automotive Systems, Tata Johnson
Controls Automotive, Tata Toyo Radiator, Tata Yazaki Auto Comp, TC Springs, Technical
Stampings Automotive














Tata Motors:
Subsidiaries / associates / joint ventures: Concorde Motors, HV Axels, HV Transmissions,
Nita Company, TAL Manufacturing Solutions, Tata Cummins, Tata Daewoo Commercial
Vehicles Company, Tata Engineering Services, Tata Precision Industries, Tata Technologies,
Telco Construction Equipment

ENGINEERING SERVICES
Tata Projects, TCE Consulting Engineers, Voltas
ENGINEERING PRODUCTS
TAL Manufacturing Solutions, Telco Construction Equipment Company, TRF

MATERIALS:

COMPOSITES
Tata Advanced Materials
METALS

Tata Steel :
Subsidiaries / associates / joint ventures: Hooghly Met Coke and Power Company, Jamshedpur
Injection Powder (Jamipol), Jamshedpur Utility and Service Company Limited (JUSCO), Lanka
Special Steel, mjunction services, NatSteel, Sila Eastern Company, Tata Blue Scope Steel,
Tata Metallic, Tata Pigments, Tata Refractories
Tata Ryerson, Tata Sponge Iron, Tata Steel (Thailand), Tata Steel KZN, Tayo Rolls, The
Dhamra Port Company, The Indian Steel and Wire Products, The Tinplate Company of India,
TM International Logistics, TRF






ENERGY:

POWER
Tata BP Solar India
Tata Power
Subsidiaries / associates / joint ventures: Tata Ceramics, Tata Power Trading, North Delhi
Power Limited
OIL AND GAS
Tata Petrodyne

CHEMICALS:

Rallis India
Tata Chemicals
Tata Pigments
PHARMA
Advinus Therapeutics







SERVICES:

HOTELS AND REALTY
Indian Hotels (Taj group)
Subsidiaries / associates / joint ventures: Taj Air, Roots Corporation (Ginger Hotels)
THDC
Tata Realty and Infrastructure
FINANCIAL SERVICES
Tata AIG General Insurance, Tata AIG Life Insurance, Tata Asset Management Tata
Capital, Tata Financial Services, Tata Investment Corporation

OTHER SERVICES
Tata Quality Management Services, Tata Services, Tata Strategic Management Group

CONSUMER PRODUCTS:

Infiniti Retail
Tata Tea

Subsidiaries / associates / joint ventures: Tetley Group, Tata Coffee, Tata Tetley, Tata Tea Inc
Tata Ceramics
Tata McGraw Hill Publishing Company
Titan Industries
Trent





INFORMATION SYSTEMS AND COMMUNICATIONS:

INFORMATION SYSTEMS
Nelito Systems
Tata Consultancy Services
Subsidiaries / associates / joint ventures: APONLINE, Airline Financial Support Services,
Aviation Software Development Consultancy, CMC, CMC Americas Inc, Conscripti, HOTV, Tata
America International Corporation, WTI Advanced Technology.
Tata Elxsi
SerWizSol
Tata Interactive Systems
Tata Technologies

COMMUNICATIONS
Tata Sky
Tata Teleservices
Subsidiaries / associates / joint ventures: Tata Teleservices (Maharashtra)
Tata Communications
Tata net
INDUSTRIAL AUTOMATION
Nelco
Subsidiaries / associates / joint ventures: Tatanet






TATA MOTORS PROFILE:

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 with winning products in
the compact, midsize car and utility vehicle segments. 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.

The company's 22,000 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."
Tata Motors helps its employees realize their potential through innovative HR practices. The
company's goal is to empower and provide employees with dynamic career paths in
congruence with corporate objectives. All-round potential development and performance
improvement is ensured by regular in-house and external training.

The company has won several awards recognising its training programs. 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 Pantnagar
(Uttarakhand). A new plant is being set up in gujraat 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.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. In 2004, it
acquired the Daewoo Commercial Vehicles Company, 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, with an option to acquire the remaining stake as well.
Hispano's presence is being expanded in other markets.

In 2006, it 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. Tata Motors also entered into a joint venture in 2006 with
Thonburi Automotive Assembly Plant Company of Thailand to manufacture and market the
company's pickup vehicles in Thailand. In 2006, Tata Motors and Fiat Auto formed an
industrial joint venture at Ranjangaon (near Pune in Maharashtra, India) to produce both Fiat
and Tata cars and Fiat power trains for the Indian and overseas markets; Tata Motors already
distributes and markets Fiat branded cars in India. In 2007, Tata Motors and Fiat Auto
entered into an agreement for a Tata license to build a pick-up vehicle bearing the Fiat
nameplate at Fiat Group Automobiles' Plant at Cordoba, Argentina. The pick-up will be sold in
South and Central America and select European markets.

These linkages will further extend Tata Motors' international footprint, established
through exports since 1961. While currently about 18% of its revenues are from international
business, the company's objective is to expand its international business, both through
organic and inorganic growth routes. The company's commercial and passenger vehicles are
already being marketed in several countries in Europe, Africa, the Middle East, Australia,
South East Asia and South Asia. It has assembly operations

in Malaysia, Kenya, Bangladesh, Ukraine, Russia and Senegal. The foundation of the
companys growth 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. The R&D
establishment includes a team of 1400 scientists and engineers. The company's Engineering
Research Centre was established in 1966, and has facilities in Pune, Jamshedpur and
Lucknow. The ERC has enabled pioneering technologies and products. 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. The
ERC in Pune, among whose facilities are India's only certified crash-test facility and hemi-
anechoic chamber for testing of noise and vibration, has received several awards from the
Government of India. Some of the more prominent amongst them are the National Award for
Research and Development Efforts in Industry in the Mechanical Engineering Industries
sector in 1999, the National Award for Successful Commercialization of Indigenous
Technology by an Industrial Concern in 2000, and the CSIR Diamond Jubilee Technology
Award in 2004.

The company set up the Tata Motors European Technical Centre (TMETC) in 2005 in
the UK. TMETC is engaged in design engineering and development of products, supporting
Tata Motors' skill sets. Tata Daewoo Commercial Vehicle Company and Hispano Carrocera
also have R&D establishments at Gunsan in South Korea and Zaragoza in Spain. The pace
of new product development has quickened through an organisation-wide structured New
Product Introduction (NPI) process. The process with its formal structure for introducing new
vehicles in the market brings in greater discipline in project execution.

The NPI process helped Tata Motors create a new segment, in 2005, by launching the
Tata Ace, Indias first indigenously developed mini-truck. The years to come will see the
introduction of several other innovative vehicles, all rooted in emerging customer needs.
Besides product development, R&D is also focusing on environment-friendly technologies in
emissions and alternative fuels.

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.
True to the tradition of the Tata Group, Tata Motors is committed in letter and spirit to
Corporate Social Responsibility. It is a signatory to the United Nations Global Compact, and is
engaged in community and social initiatives on labor and environment standards in
compliance with the principles of the Global Compact. In accordance with this, it plays an
active role in community development, serving rural communities adjacent to its
manufacturing locations. .

Milestones since inception:
It has been a long and accelerated journey for Tata Motors, India's leading automobile
manufacturer. Some significant milestones in the company's journey towards excellence and
leadership
1945 : Tata Engineering and Locomotive Co. Ltd. was
established to manufacture locomotives and other engineering products.

1948 : Steam road roller introduced in collaboration with
Marshall Sons (UK).

1954 : Collaboration with Daimler Benz AG, West Germany,
For manufacture of medium commercial vehicles. The
First vehicle rolled out within 6 months of the contract.

1959 : Research and Development Centre set up at Jamshedpur.

1961 : Exports begin with the first truck being shipped to Ceylon, now Sri Lanka.
1966 : Setting up of the Engineering Research Centre at Pune to provide impetus to
automobile Research and Development.
1971 : Introduction of DI engines.
1977 : First commercial vehicle manufactured in Pune.
1983 : Manufacture of Heavy Commercial Vehicle commences.
1985 : First hydraulic excavator produced with Hitachi collaboration.
1986 : Production of first light commercial vehicle, Tata 407, indigenously designed, followed
by Tata 608.
1989 : Introduction of the Tata mobile 206 - 3rd LCV model.
1991 : Launch of the 1st indigenous passenger car Tata Sierra.TAC 20 crane produced.
One millionth vehicle rolled out.
1992 : Launch of the Tata Estate.

1993 : Joint venture agreement signed with Cummins Engine Co. Inc. for the
manufacture of high horsepower and emission friendly diesel engines.
1994 : Launch of Tata Sumo - the multi utility vehicle.
Launch of LPT 709 - a full forward control, light commercial vehicle.
Joint venture agreement signed with M/s Daimler - Benz / Mercedes - Benz
For manufacture of Mercedes Benz passenger cars in India.
Joint venture agreement signed with Tata Holset Ltd., UK for manufacturing
turbochargers to be used on Cummins engines.
1995 : Mercedes Benz car E220 launched.
1996 : Tata Sumo deluxe launched.
1997 : Tata Sierra Turbo launched.
100,000th Tata Sumo rolled out.
1998 : Tata Safari - India's first sports utility vehicle launched.
2 millionth vehicles rolled out.
Indica, India's first fully indigenous passenger car launched.
1999 : 115,000 bookings for Indica registered against full payment within a week.
Commercial production of Indica commences in full swing.
2000 : First consignment of 160 Indicas shipped to Malta.
Indica with Bharat Stage 2 (Euro II) compliant diesel engine launched.
Utility vehicles with Bharat 2 (Euro II) compliant engine launched.
Indica 2000 (Euro II) with multi point fuel injection petrol engine launched.
Launch of CNG buses.
Launch of 1109 vehicle - Intermediate commercial vehicle.


2001 : Indica V2 launched - 2nd generation Indica.
100,000th Indica wheeled out.
Launch of CNG Indica.
Launch of the Tata Safari EX
Indica V2 becomes India's number one car in its segment.

2002 : Unveiling of the Tata Sedan at Auto Expo 2002.
Petrol version of Indica V2 launched.
Launch of the EX series in Commercial vehicles.
Launch of the Tata 207 DI.
2,00,000th Indica rolled out.
5,00,000th passenger vehicle rolled out.
Launch of the Tata Sumo'+' Series
Launch of the Tata Indigo.
Tata Engineering signed a product agreement with MG Rover of the UK.

2003 : Launch of the Tata Safari Limited Edition.
The Tata Indigo Station Wagon unveiled at the Geneva Motor Show.
On 29th July, J. R. D. Tata's birth anniversary, Tata Engineering becomes Tata Motors
Limited.
3 millionth vehicles produced.
First City Rover rolled out
135 PS Tata Safari EXi Petrol launched
Tata SFC 407 EX Turbo launched

2004 : Tata Motors unveils new product range at Auto Expo '04.
New Tata Indica V2 launched
Tata Motors and Daewoo Commercial Vehicle Co. Ltd. sign investment agreement
Indigo Advent unveiled at Geneva Motor Show
Tata Motors completes acquisition of Daewoo Commercial Vehicle Company
Tata LPT 909 EX launched
Tata Daewoo Commercial Vehicle Co. Ltd. (TDCV) launches the heavy duty truck
'NOVUS' , in Korea
Sumo Victa launched
Indigo Marina launched. Tata Motors lists on the NYSE

2005 : Tata Motors rolls out the 500,000th Passenger Car from its Car Plant
Facility in Pune.
The Tata Xover unveiled at the 75th Geneva Motor Show
Branded buses and coaches - Starbus and Globus - launched

Tata Motors acquires 21% stake in Hispano Carrocera SA.
Tata Ace, India's first mini truck launched
Tata Motors wins JRD QV award for business excellence.
The power packed Safari Dicor is launched
Introduction of Indigo SX series - luxury variant of Tata Indigo

Tata Motors launches Indica V2 Turbo Diesel.
One millionth passenger car produced and sold
Inauguration of new factory at Jamshedpur for Novus
Tata TL 4X4, India's first Sports Utility Truck(SUT) is launched
Launch of Tata Novus
Launch of Novus range of medium trucks in Korea, by Tata Daewoo
Commercial Vehicle Co. (TDCV)

2006 : Tata Motors vehicle sales in India cross four million mark
Tata Motors unveils new long wheel base premium Indigo & X-over concept at Auto
Expo 2006
Indica V2 Xeta launched
Passenger Vehicle sales in India cross one-million mark
Tata Motors and Marcopolo, Brazil, announce joint venture to manufacture fully built
buses & coaches for India & markets abroad
Tata Motors first plant for small car to come up in West Bengal
Tata Motors extends CNG options on its hatchback and estate range
TDCV develops South Korea's first LNG-Powered Tractor- Trailer
Tata Motors and Fiat Group announce three additional cooperation agreements
Tata Motors introduces a new Indigo range
2007 : Tata Motors launches the long wheel base Indigo XL, India's first stretch
limousine






Mr. Ratan N Tata (Chairman)

Heading the Tata Group since 1991, Ratan N Tata is the Chairman of Tata Sons, holding
company of the Tata Group, and major Group companies including, Tata Motors, Tata Steel,
Tata Consultancy Services, Tata Power, Tata Tea, Tata Chemicals, Indian Hotels, Tata
Teleservices and Tata Auto Comp. He is also Chairman of two of the largest private sector
promoted philanthropic trusts in India. During his tenure, the Group has further expanded its
global reach, with its revenues growing over six fold to Rs 97,000 crore ($21.9 billion).

Mr. Tata joined the Tata Group in December 1962. After serving in various companies, he was
appointed the Director-in-Charge of The National Radio & Heading the Tata Group since 1991,
Ratan N Tata is the Chairman of Tata Sons, holding company of the Tata Group, and major
Group companies including, Tata Motors, Tata Steel, Tata Consultancy Services, Tata Power,
Tata Tea, Tata Chemicals, Indian Hotels, Tata Teleservices and Tata Auto Comp. He is also
Chairman of two of the largest private sector promoted philanthropic trusts in India. During his
tenure, the Group has further expanded its global reach, with its revenues growing over six fold
to Rs. 97,000 crore ($21.9 billion).
Mr. Tata joined the Tata Group in December 1962. After serving in various companies, he was
appointed the Director-in-Charge of the National Radio & Electronics Company Limited (Nelco)
in 1971. In 1981, he was named Chairman of Tata Industries, the Group's


other holding company, where he was responsible for transforming it into the Group's strategy
think-tank and a promoter of new ventures in high-technology businesses.
He is associated with various organizations in India and abroad in varying capacities, some of
which are:
Chairman, government of India's Investment Commission
Member, Prime Minister's Council on Trade and Industry
Member, National Hydrogen Energy Board
Member, National Manufacturing Competitiveness
Competitiveness Council
Serving on the International Investment Council set up by the president of the Republic
of South Africa
Serving the International Business Advisory Council of the British government to advise
the chancellor of the exchequer
Member, International Advisory Council of Singapore's Economic Development Board
Member, Asia-Pacific Advisory Committee to the board of directors of the New York
Stock Exchange
Member, international advisory boards of the Mitsubishi Corporation, the American International
Group and JP Morgan Chase
President, court of the Indian Institute of Science, Bangalore
Chairman, council of management, Tata Institute of Fundamental Research, Mumbai
Member, board of trustees of the Rand Corporation, Cornell University and University of
Southern California, and the Foundation Board of the Ohio State University
Chair, advisory board of RAND's Center for Asia Pacific Policy
Member, Global Business Council on HIV / AIDS and the programme board of the Bill &
Melinda Gates Foundation's India AIDS initiative



Mr. Tata received a Bachelor of Science degree in architecture from Cornell University in 1962.
He worked briefly with Jones and Emmons in Los Angeles, California, before returning to India
in late 1962. He completed the Advanced Management Program at Harvard Business School in
1975.
The government of India honored Mr. Tata with one of its highest civilian awards, the Padma
Bhushan, on Republic Day, January 26, 2000. He has also been conferred an honorary
doctorate in business administration by the Ohio State University, an honorary doctorate in
technology by the Asian Institute of Technology, Bangkok, and and honorary doctorate in
science by the University of Warwick.



Manufacturing:
Tata Motors owes its leading position in the Indian automobile industry to its strong focus on
indigenisation. This focus has driven the Company to set up world-class manufacturing units
with state-of-the-art technology. Every stage of product evolution-design, development,
manufacturing, assembly and quality control, is carried out meticulously. Our manufacturing
plants are situated at Jamshedpur in the East, Pune in the West and Lucknow in the North.

Jamshedpur:

Established in1945, the Jamshedpur unit was the company's first unit and is spread over an
area of 822 acres. It consists of 4 major divisions - Truck Factory, Engine Factory, Cab & Cowl
Factories, and the Novus. Engineering Division, which has one of the most versatile tool making
facilities in the Indian sub-continent.

Lucknow:

Tata Motors Lucknow is one of the youngest production facilities among all the Tata Motors
locations and was established in 1992 to meet the demand for Commercial Vehicles in the
Indian market.

Uttarakhand

The company has set up a plant for its mini-truck, Ace, at Pant Nagar in Uttarakhand. The plant
will begin commercial production during the course of the year.

Research & Development:
Research provides the much-needed inspiration for the birth of new ideas, which in turn
breathes new life into products. World-class automotive research and development are key
factors that contribute to the leadership of the Company.

Engineering Research Centre (ERC):

The Research Centre at Jamshedpur regularly upgrades components and aggregates. A well-
equipped torture track enables rigorous and exhaustive testing of modifications before they are
used as regular fitments.

Safety

For Tata Motors, safety is of paramount importance. This avenue provides no room for the
slightest margin of error.

Tata Motors ERC is the only high-tech facility in India to evaluate the degree of passenger
safety in the event of any high-speed impact. Through a special crash test facility. Different
types of accidents are simulated; the results analyzed, and put to use in the development of a
vehicle that satisfies stringent international safety norms.

Special high-speed cameras record test crashes at the rate of 1000 frames per second. An
accident, for instance, at the speed of 50 kilometers per hour, lasts one eighth of a second.
Thus, 125 frames recorded by these cameras are available for study with the completion of
each individual test.

Minimizing Noise (ANECHOIC CHAMBER):
Anechoic chamber is a highly sophisticated noise and vibration laboratory, the nerve centre of
which is a vast chamber lined with 88,000 cones projecting at various angles from the walls and
ceiling. It is one of its kinds in India and is developed completely with in-house facilities.




Designing and Styling (CAD CENTRE):

The CAD centre is equipped with 53 state-of-the-art CAD stations and the latest
software. The CAD centre is a vital organ of ERC's Cab Design Section. CAD designing
involves development of vehicle specifications, styling interiors and exteriors, reviewing the
styling from the engineering and aesthetic points of view, virtual prototyping to check for design
acceptability and feasibility of manufacture.
OBJECTIVE OF THE STUDY

1) To analyze the awareness of TATA NANO in the minds of prospective
customers.

2) To analyze the market potential of TATA NANO.

3) To analyze the Brand image of TATA in the minds of customers.

4) To analyze the market opportunity for TATA NANO.

5) To explore the market potential of Nano by airing the customer about
it.

6) To analyze the satisfaction level amongst consumers regarding the
cost and features of TATA NANO.







RESEARCH METHODOLOGY


Instrumentation:

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.

RESEARCH PLAN

Type of study: For completing my study I have gone for sample study
because looking at the size of population & the time limitation it was not
convenient for me to cover entire population. Hence I have gone for sample
study rather than census study.

SAMPLING PLAN

A sample design is a definite plan for obtaining a sample from a given
population. It refers to the technique or the procedure that researcher
would adopt in selecting items from sample. Sampling plan may as well lay
down the member of items to be inched in the sample i.e. the size of
sample. Sampling plan is determined before data are collected.

STEPS IN SAMPLING PLAN

Sampling frame :

The list of sampling units from which sample is taken is called sampling
frame. ROORKEE city map was studied thoroughly and samples were
selected from the places in a scattered manner to get effective result.

Sampling Size:
Total sample size is 50 .The following sample size according to area wise is
as follows:
Sampling Procedure:
The selection of respondents were accordingly to be in a right place at a
right time and so the sampling were quite easy to measure, evaluate and co-
operative. It was a randomly area sampling method that attempts to obtain
the sample of convenient elements.










(Data collection by Observation & Interview method)

FIELD WORK:

I have collected the data through medium called questionnaire collecting the
responses from 300 people in all. I had done my field work in the following area. TONK
ROAD, SITAPURA, PRATAP NAGAR, MANSAROVER, MALVIYA NAGAR, VAISHALI
NAGAR, JAGATPURA, GOPALPURA, SANGANER.

I started my project very first educating the respondents about my entire project,
and ask them to co-operate with me. Mostly all the respondent were aware of this type of
surveys. So I didnt face any type of difficulty during my project in the process of
explaining and taking there responses on the questionnaire.


QUESTIONNAIRES:

Through the questionnaire I was able to get an insight in to the consumers mind
and to learn about there perception about NANO. All of the questions mentioned in the
questionnaires were helpful to me in knowing the consumer acceptance level.










1) DO YOU WANT TO PURCHASE A CAR IN COMING FUTURE?





INTERPRETATION:-

65% person wants to purchase the CAR in coming future out of 70%.




YES
65%
NO
35%

2) What is most preferable brand by you?







INTERPRETATION:-

Peoples are choosing Tata for purchasing their CAR in coming as
comparison to other companies like MARUTI, HUNDAI, TOYOTA, and
FIAT. The percentage of TATA according to the project is 50%.


TATA
50%
HYUNDAI
10%
FIAT
5%
MARUTI
25%
TOYOTA
10%

3) DOES THE COST FACTOR AFFECT YOUR CHOISE?







INTERPRETATION:-

Most of the peoples not affected with the cost factor up to an extent.




YES
75%
NO
25%

4) HOW MUCH IS YOUR BUDGET FOR YOUR DREAM CAR?






INTERPRETATION:-

45% of people say that they want chap Cars. Because TATA has provide the
cheapest car. 20% peoples purchase the ca with rupees 2-3 lack. The ratio
of 4-5 lack is little bit increase i.e. 25%.




1-2 LAC
45%
2-3 LAC
20%
4-5 LAC
25%
5 LAC & ABOVE
10%


5) WHAT IS THE MAIN PURPOSE OF PURCHASING THE CAR?





INTERPRETATION:-

60% people say that they want to purchase the CAR for their personal use.
20% says for business, and 10% people says for status & 10% people want to
satisfy the all purpose.



FOR PERSONAL USE
60%
FOR STATUS
10%
BUSINESS PURPOSE
20%
ALL THESE ABOVE
10%
6) AVE YOU HEARD THE NAME OF TATA NANO?






INTERPRETATION:-

Except some people everyone knows about TATA NANO.




YES
92%
NO
8%

7) DO YOU WARE THE FEATURES & COST OF TATA NANO?







INTERPRETATION:-

Only 26% peoples are not are with the cost & features of TATA NANO.



YES
74%
NO
26%


8) WHAT IS YOU EXPECTATION FROM TATA NANO?





INTERPRETATION:-

52% people see the NANO as a complete family car. 32% says that Mileage
of NANO is good. 12% person purchasing the car for long life. 4% is
expected to got resale value.



LIFE
LONG
12%
MILEAGE
32%
RESALE
VALUE
4%
COMPLET
EFAMILY
CAR
52%

9) WHAT WILL YOUR PERCEPTION TO PURCHASE A NANO AS
RIGHT DECISION TAKEN BY A MIDDLE CLASSS FAMILY?


INTERPRETATION:-

62% people say that purchasing of TATA NANO will prove as a right
decision taken by middle class family.

YES
62%
NO
28%
DONT
KNOW
10%


11) WILL YOU PURCHASE TATA NANO?







INTERPRETATION:-

71% peoples are interested to purchase NANO.


71%
24%
5%
YES
NO
DONT KNOW
Findings And suggestion

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 ROORKEE city and they
would also like to go for NANO.

I have found that all the respondents of ROORKEE 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
ROORKEE city.

More than half of the respondents would like to buy NANO in next 1 to 2
year. 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 good mileage about
21KM/Litre so, its very helpful in attracting 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
ROORKEE City.









During my study I have done a project on perception of people on NANO car in
JAIPUR 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 JAIPUR 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 JAIPUR 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 JAIPUR 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 8th edition: pearson

2) Berman , Berry and Joel r Evans(Oct-1997)Retail management: A strategic
approach 8th 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

OUTLOOK BUSINESS (9TH FEB, 2008)
BUSINESS STANDART (18TH FEB, 2008)
4PS OF BUSINESS AND MARKETING (28TH MARCH, 2008)

INTERNET :
http://www.tatamotors.com

Annexure
Questionnaire
Name --------------------------
Age --------------------------
Occupation --------------------------
Contact No. --------------------------

Q 1- DO you have a CAR?
1- ) Yes ( ) 2- ) No ( )
Q 2- Do you want to purchase a car in coming future?
1- ) Yes ( ) 2- ) No ( )
Q3- Which is most preferable band by you?
1- ) Tata ( ) 2- ) Maruti ( ) 3- ) ( ) 4-) Hyundai ( )
5- ) Toyota ( ) 6- ) Fiat ( )
Q4- Does the cost factor affect your choice?
1- ) Yes ( ) 2- ) ( )
Q5- How much budget for your dream car?
1- ) 1 to 2 lack ( ) 2- ) 2 to 3 lack ( ) 3- ) 4 to 5 lack ( )
4- ) 5 lack & above ( )

Q6-what is the main purpose to purchase the car?
1- ) Personal use ( ) 3- ) For status ( )
2- ) Business purpose ( ) 4- ) For all thee above ( )

Q7- Have you heard about TATA NANO?
1- ) Yes ( ) 2- ) No ( )
Q8- Do you aware the features & cost of TATA NANO?
1- ) Yes ( ) 2- ) No ( )
Q9- what are your expectation from TATA NANO?
1- ) mileage ( ) 2- ) Life long ( ) 3- ) Resale value ( )
4- ) A complete Family car ( )
Q10- What will your perception to purchase a nano s a right decision by
middle class family?
1- ) Yes ( ) 2- ) No ( ) 3- ) Dont know ( )
Q11- Will you purchase TATA NANO?
2- 1-) Yes ( ) 2-) No ( ) 3- ) Dont know ( )

Thanks for filling up the questionnaire and for your valuable time.