Market Research Tata Nano 1 MARKETING RESEARCH REPORT ON CUSTOMER PERCEPTION ON TATA NANO IN GURGAON CITY Submitted by:Seminar

Group 4 Group number - 2 Aditya Kaushik PG20112204 Joyti Popli PG20112043 Jyoti Khurana PG20112153 Mohit Mantri PG20112130 Nitesh Omray PG20112084 Rakesh Burdak PG20112070 SUBMITTED TO Mrs. Smitha Girija SUBJECT Marketing Research SUBMITTED ON 2nd March 2012 MARKS ALLOTED REMARKS (IF ANY) Market Research Tata Nano 2 ACKNOWLEDGEMENTS The preparation of this report customer perception towards Tata Nano in Gurgaon c ity. This report cannot be possible without the valuable contribution of the facu lty of IILM Gurgaon, special thanks to our marketing research faculty miss Smith a Girija and Dr. Anjali Malik who guided us in doing the project and give us rig ht direction for the completion of the report in a right way. During preparation of this report we learn a lot, we actually get a practical kn owledge about the subject and us to get to know how the actual research work is done. During the research we face a lot of problem while collecting and analyzin g the primary data, and then we take some guidance of a marketing research facul ty which guided us in doing the project. Market Research Tata Nano 3 CERTIFICATE This is to certify that Mr. Nitesh Omray, Ms. Jyoti Popli, Ms. Jyoti Khurana, Mr . Rakesh Burdak, Mr. Aditya Kaushik and Mr. Mohit Mantri, student of Post-Gradua tion programe, Institute of Integrative Learning Management Gurgaon has diligent ly worked on customer perception towards Tata Nano in Gurgaon city. They have done this project report under our guidance and supervision. During this study they made meticulous effect for competition. We wish them all the best for the bright and successful future. Guided By: Lect. Ms. Smitha Girija Lect. Dr. Anjali Malik IILM GURGAON Market Research Tata Nano 4 DECLARATION We declare that the project report titled customer perception towards Tata Nano i n Gurgaon city is purely our work which was conducted under the supervision of Le

ct. Mrs Smitha Girija and Dr. Anjali Malik at IILM Gurgaon. We also declare that this report is the only copy that is being submitted to you and no other copy h as been retained or submitted to any other Organization. Nitesh Omray PG20112084 Jyoti Popli PG20112043 Jyoti Khurana PG20112153 Rakesh Burdak PG20112070 Aditya Kaushik PG20112204 Mohit Mantri PG20112130 Market Research Tata Nano 5 CONTENTS Topic Page No. Chapter I 1. Introduction 9 1.1 Significance of Study 13 1.2 Review of Literature 14-18 1.3 Objective of the study 18 1.4 Methodology 19-20 1.5 Limitation of study 20 Chapter II 2. Research Design 21 2.1 Type of research design 21-22 2.2 Data collection from primary sources 22 2.3 Data collection from secondary sources 22 2.4 Scaling Techniques 23-25 2.5 Questionnaire Development and pre testing 25-26 2.6 Sampling techniques 26-28 2.7 Field work 28 Chapter III 3. Data Analysis 29-49 Chapter IV Findings and Summary 50 Chapter V Conclusion 51 Bibliography 52 Market Research Tata Nano 6 LIST OF TABLES SERIAL NO. FIGURE NO. DESCRIPTION PAGE NO. 1 3.1.1 Gender 29 2 3.1.2 Age 30 3 3.1.3 Income 31 4 3.1.4 Family 32 5

3.1.5 Profession 33 6 3.1.6 Buy Nano 34 7 3.1.7 Like Nano 35 8 3.1.8 Inspiring features 36 9 3.1.9 Common mans car 37 10 3.1.10 Status 38 11 3.1.11 Age group want to buy 39 12 3.1.12 Profession want to buy 40 13 3.1.13 Income group want to buy 41 14 3.1.14 Brand name 42 15 3.1.15 Affordability 43 16 3.1.16 Shape & design 44 17 3.1.17 Power 45 18 3.1.18 Recommendation 46 19 3.1.19 Dream car 47 20

3.1.20.1 Like Nano vs. Safety Cross tabulation 48 21 3.1.20.2 Buy Nano vs. Status Cross tabulation 49 Market Research Tata Nano 7 LIST OF CHARTS/GRAPHS SERIAL NO. FIGURE NO. DESCRIPTION PAGE NO. 1 I Gender 29 2 II Age 30 3 III Income 31 4 IV Family 32 5 V Profession 33 6 VI Buy Nano 34 7 VII Like Nano 35 8 VIII Inspiring features 36 9 IX Common mans car 37 10 X Status 38 11 XI Age group want to buy 39 12 XII

Profession want to buy 40 13 XIII Income group want to buy 41 14 XIV Brand name 42 15 XV Affordability 43 16 XVI Shape & design 44 17 XVII Power 45 18 XVIII Recommendation 46 19 XIX Dream car 47 Market Research Tata Nano 8 LIST of ANNEXTURE Serial No. DESCRIPTION PAGE No. 1 QUESTIONAIRE 53 Market Research Tata Nano 9 Chapter 1 Introduction The Tata Group is one biggest private business group in India, it comprises 98 c ompanies in 7 business sectors: information systems and communications; engineer ing; materials; services; energy; consumer products; and chemicals. The Group wa s founded by JRD Tata in the mid-19th century. Consequently, JRD Tata and those who followed him aligned business opportunities with the objective of nation bui lding. The Tata Group is one of India s largest and most respected business conglomerat es, 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 pe ople. The Group s 27 publicly listed enterprises among them stand out names such as Tata Steel, Tata Consultancy Services, Tata Motors and Tata Tea which have a market capitalization that is the highest among Indian business houses in the p rivate sector. The Tata Group has operations in more than 80 countries across si x continents, and products and services are exported to 85 countries. The Tata group of companies shares a set of core values: integrity, understandin g, excellence, unity and responsibility. These values, which have been part of t

he Group s beliefs and convictions from its earliest days, continue to guide and drive the business decisions of Tata group. The Group and its enterprises have been steadfast and distinctive in their adherence to business ethics and their c ommitment to corporate social responsibility. This is a legacy that has earned t he Group the trust of many millions of stakeholders in a measure few business ho uses anywhere in the world can match. TATA MOTORS PROFILE: TATA motors was Established in 1945, with a vision to be "best in the manner in which we operate best in the products we deliver and best in our value system an d ethics. The company s goal is to empower and provide employees with dynamic ca reer paths in congruence with corporate objectives. Tata Motors Limited is India s largest automobile company, with revenues of Rs. 32,426 crores in 2006-07. It is the leader by far in commercial vehicles in each segment, and the second lar gest in the passenger vehicles market with winning products in the compact, mids ize car and utility vehicle segments. The company is the world s fifth largest m edium 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 All-round potential development and performance improvement is ensured by regula r in-house and external training. 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 (Jhar khand) 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 (Guj arat) to manufacture the company s small car. The nation-wide dealership, sales, services and Market Research Tata Nano 10 spare parts network comprises over 2,000 touch points. Tata Motors, the first co mpany from India s engineering sector to be listed in the New York Stock Exchang e (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 launc hed several new products in the Korean market, while also exporting these produc ts to several international markets. Today two-thirds of heavy commercial vehicl e 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 be ing expanded in other markets. With the foundation of its rich heritage, Tata Motors today is etching a refulge nt future. TATA NANO Tata Motors have created a history by making cheapest car ever made. Tata Motor s successfully launched the brand new and improved Tata Nano 2012. This new comp act car is loaded with some exciting features and is powered with a much powerfu l petrol engine and keeps the skill to deliver a striking mileage of 25.4 km per litre. Apart from the engine, Tata Motors have also worked on the interiors of the car and gave it a more luxurious feel. The major highlight here is the all n ew Tata Nano price will be available the same as before. Tata Nano - The little car that might change the world TECH SPECS: Length: 3.1 m Width: 1.5 m Height: 1.6 m To seat: 4 Engine: 643cc, 2-cylinder, all-aluminum Power: 33 BHP Position: Engine, battery at rear end Boot: In front Fuel: Petrol Fuel injection: MPFI Fuel consumption: 20 kmpl.

AC: Only in deluxe version Market Research Tata Nano 11 Passenger side mirror: No Power steering: No Price: $2500 at dealer + VAT + transport cost. Base version Approximate on-road price: $3000 Tyres : Tubeless tyres. Body: All-steel Safety features: Crumple zones, intrusion-resistant doors, seat belts, 2 A-Pillars Suspension: Independent front and rear Seldom do we see cars that rewrite the history books even before they are seen r unning around on the roads. And hardly ever do we see cars that vow to put the n ation on four wheels. . Nano is a car which has breathed into life due to one ma n. Give credit to Mr. Ratan Tata for his determination to build a low cost famil y car that has come true, finally! Took long it did, but the Nano came in a beau tiful form. Touted as worlds cheapest car by a far cry, Nano has been the talk of the town around the globe. Features of TATA NANO Mileage, Average and Fuel Economy:The 624 cc petrol engine of Tata Nano 2012 has seen a significant improvement wi th the peak power mounting to 38 Ps from 35 PS. The maximum torque now produced is 51 Nm from 48 Nm earlier. The fuel efficiency is another key point especially when the petrol engine is under question with the heaping petrol price in the b ackground. The 25.4 kmpl is a substantial improvement from the 23.6 kmpl to work in favor of the Tata Nano. Power:The 624 cc Multi Point Fuel Injection (MPFI) petrol engine is tweaked to emerge out to be more powerful than ever before. The petrol engine now exudes 38 Ps fro m 35 PS, a remarkable 10% increase in the power output. The maximum torque now p roduced is 51 Nm from 48 Nm earlier. Exterior:- Tata Nano 2012 is a low budget s mall car model; however its low cost doesnt affect the overall exterior appearanc e of new Tata Nano. Tata Motors has done the great job at exteriors of Tata Nano and makes it a stylish car like other premium small cars. The front of Tata Nan o is marked by the small and sweeping down bonnet. Though the bonnet is small, i t renders petite appearance to Nano. Coming to the side profile, one can find Bo dy color ORVM (Outside Rear View Mirror) on driver side and Tip-tap body color O RVM on passenger side. Even the door handles are body color, though Tata Motors was cautious about keeping the price in check and gave these appealing features only in top-end model. Market Research Tata Nano 12 Intrusion beam is integrated through innovative door system design. One more thi ng that has been upgraded in the 2012 Tata Nano are the new wheel covers. The si x petal shaped spokes on the wheel cover covering the radial tubeless tyres give s a stylish look to the new Nano Interior:- The interiors of the 2012 Tata Nano now has an expert touch, plusher than ever before and most attractive blend of c olors to go with. The comforts in the car now attains new heights with soft hues of premium beige fabric in the top variant Tata Nano LXs premium seats, trendy b lack upholstery in the Tata Nano CX mid variant and new exciting dual tone vinyl upholstery seats for the base Tata Nano 2012 variant, Standard. With three diff erent alluring interior color tones, Tata Nano is a perfect choice where each va riant stands to be the best in its own place. In order to generate a contrast co lor effect, the dashboard is done in medium graphite, Ebony Black and Barley bei ge colors in Nano Standard, Nano CX and Nano LX respectively. Talking about the new Tata Nano Standard, the center facia shed Ebony black color; Tata Nano CX sh eds silver dust in the center facia and metallic silver color is used in the cen ter facia of the new Tata Nano LX. The roof lining is jute based in Standard mod el while Polyester is used in the other two variants. Even the A and B pillar on

the doors are lined with trims. The seats are comfortable and can accommodate 4 people quite easily. Foe storage, a lot of practical options are visible in the entire Tata Nano. Cup holders in front console, gear shift console, magazine an d coin holder on all doors, map pocket on front seats, rear parcel shelf and spa cious boot are the few highlights of storage in the small car. The rear seats ar e foldable so as to increase the boot space so as to adjust more luggages. Howev er a glove box is missing. The cabin lamp enhances the visibility for reading an d the anti-glare rear view mirror helps better viewing for driver. Capacity and Performance:- The 624 cc Multi Point Fuel Injection (MPFI) petrol engine of Tata Nano has seen a significant improvement with the peak power mounting to 38 Ps f rom 35 PS, a remarkable 10% increase in the power output. The maximum torque now produced is 51 Nm from 48 Nm earlier. The fuel efficiency is another key point especially when the petrol engine is under question with the heaping petrol pric e in the background. The fuel efficiency of the car is now class-leading among t he petrol cars with 25.4 kmpl an improvement from the 23.6 kmpl. The 105 kmph to p speed is another point to remove the last shred of disappointment from the con sumers side, which might have faced with 100 kmph earlier. Market Research Tata Nano 13 Safety:- Despite its low cost, Tata Nano 2012 offers lots of safety features tha t ensures that driver and pedestrians are safe in it. The safety features that a re available with Tata Nano includes Central Locking, Center High Mount Stop Lam p, Laminated Windshield, Door Lock on Driver and Passenger Side, Booster assiste d brakes, Front & Rear Seat Belts, Additional body reinforcements, Intrusion bea m, Radial Tubeless tyres, etc. 1.1 Significance of Study Tata NANO was launched in March 2008 with great enthusiasm. Mr. Ratan Tata has placed a Nano as a commo n mans car with a price of just around 1 lakh rupees. Tata group is created a his tory in the automobile industry to bring out the cheapest car, which attracts ev ery person who are willing to buy a car but due to high price normal person cant afford. The customers have a several perception towards Tata Nano. Initially whe n Nano was launched in 2008 there was a huge junk of customer who wants to buy T ATA Nano but after a year of launch the Nano market was not as much high that wa s expected so there is some problem because of which market of Nano came down. T here are several problems because which Nano doesnt get a huge success for longer Tata might have some problem in Position run; there would be some problem like: ing of Nano. There are some technological problems in Nano. Customer perception. To now do the price is the only significant factor to purchase a Nano. To know what the customer perceive about the product quality and safety. To know on what factor does the customer purchases a Nano. So our study is to find out how the common mass inside the Gurgaon city perceived the product and how Tata should po sition Nano in the market. Market Research Tata Nano 14 1.2 Review of Literature According to Naresh K. Malhotra Marketing researches is the function that links the consumer, customer, and public to the marketer through information-informati on used to identify and define marketing opportunities and problem; generate, re fines and evaluates marketing action and improve understanding of marketing as a process. Marketing research is the systematic and objective identification, collection, a nalysis, dissemination, and use of the information for the purpose of assisting management in decision making related to the identification and solution of prob lems and opportunity in marketing. The purpose of any market research project is to achieve an increased understanding of the subject matter. With markets throu ghout the world becoming increasingly more competitive, market research is now o n the agenda of many organizations, whether they be large or small. By (DJS Rese arch Ltd, full service market research agency). Article 1: Indian people s car According to the article published in The Daily Telegraph, London, India is one of those developing countries whose economies are expected to be among the world

leaders by the middle of this century. The article tell that Nano will cost onl y pounds 1,300, thus opening potentially huge market in the developing world. Th e Nano lies between two extremes; a car built to attract members of the urban mi ddle class who at present perch on motorcycles and the Nano is a remarkable firs t from a country that still exasperates for its basic failure to provide basic s ervices. Article 2: Worlds cheapest car tag backfires for Tata Nano: Tata motors launched the Nano in 2009 with the concept of worlds cheapest car. Na no is always bandied about as poor mans car. It offered affordable solution to mi llions of aspirational lower-middle class Indian families wanting to make the so cial and practical leap from two wheels to four wheels. But after several years of disappointing sales, it has now become clear that price was actually a commer cial sticking point. http://economictimes.indiatimes.com/news/news-by-industry/auto/automobiles/world s-cheapest-car-tag-backfires-for-tata-nano/articleshow/11612425.cms Article 3: Tata Motors is planning new marketing strategies to push Nano Sales: The new strategy aims at reaching out to multiple segments of target customers a nd to undo the perception that Nano is a poor mans car. According to the company , a typical Nano buyer is relatively scared to go to a full fledged car showroom s and therefore, the company is setting up exclusive showrooms to sell Nano cars in Tier-III and Tier-IV cities across the country. . http://www.oncars.in/Car-N ews-Detail/Tata-Motors-is-planning-new-marketing-strategies-to-push-Nano-sales/1 709 Market Research Tata Nano 15 Article 4: Auto Expo 2012: tata Nano is not a flop, just an opportunity wasted: Ratan Tata Ratan Tata, the chairman of Tata Motors admitted to mistake in the marketing and distribution of the Nano and said the company will do everything to undo the pe rception that it is a poor mans car. We have never pushed it as a poor mans car. We pushed it as an affordable all-weather family car. Said Ratan Tata. In November Tata rolled put a new, sturdier variant with better colours and more powerful en gine after a crack team devised an unconventional strategy to overhaul the distr ibution network. The trick seems to have worked so far , with sales averaging ab out 3,000 a month. http://articles.economictimes.indiatimes.com/2012-01-06/news/30597924_1_problema tic-supply-tata-nano-ratan-tata Article 5: Tata Nano trying to navigate perception rising out of a troubled prod uct: The first ads were not the most appropriate. They showcased couples in traffic e nsconced inNanos , while those on two wheelers stared at them balefully. It wasnt just for people who would have to stretch to get a car, it could have been for the housewife or a youngster who had just turned 18. But the advertising focusse d at a parity level. But now as they want to change the comsumer perception they came up with a new advertisement which showed that Nano is no longer a four whe el garib rath but a cool car that allow the young and whimsical to be well as th ey drive several kilometres for a cup of tea. http://articles.economictimes.indiatimes.com/2012-01-18/news/30639129_1_tata-nan o-rediffusion-ad Article 6: Nano ranks last in customer satisfaction: Tata Motors Nano has been ranked last among entry level small cars in terms of cu stomer satisfaction, according to market research firms TNS. According to Total Customer Satisfaction(TCS) Maruti Suzuki Indias best-selling model Alto topped th e entry level small car category. Omni and the once bread and butter model Marut i 800 followed the list. The owners of Tata Nano expect more in terms of design. Nano has been having issues following fire incidents with six reported cases si nce its lainch in2009. The studied pointed out that car owners in Northern India are relatively less satisfied compared to those in other parts of the country p rimarily because of after sales service. Alto scored 91 points while Nano got 70 points thus being placed last.

http://www.indianexpress.com/news/nano-ranks-last-in-customer-satisfaction/75458 4/ Article 7: According to the articles published in Express India, when Tata unvei led the Tata Nano Car commerce minister Kamal Nath said it will help the common man shift from two wheelers to Four wheelers. That was a proud moment for India. It demonstrated Indias technological and entrepreneurial ability. Article 8: Nano catches fireAccording to the articles published in Times of India Tata Nano caught fire in f ront of the police headquarters. Occupants were able to vacate it quickly as hug e flames enveloped the car and charred it. Reasons are not known yet. The compan y had earlier been forced to conduct an enquiry whether there was a technical pr oblem with their model of tata Nano cars. http://articles.timesofindia.indiatimes.com/2011-09-26/delhi/30204028_1_tata-nan o-nano-cars-fire-tenders Market Research Tata Nano 16 Article 9: Tata Nano is impressive, says Zoellick According to the article publi shed in Times of India ,World Bank president Robert Zoellick has expressed his f ascination for the world s cheapest car the Tata Nano, even as he cited infrastr ucture as the major bottleneck for the country s growth. He said that it is a ve ry impressive product. http://articles.timesofindia.indiatimes.com/2009-12-07/in dia-business/28102736_1_tata-nano-cheapest-car-kamal-nath Article 10: Tata Nano, Bajaj Pulsar car and bike of the year According to this article Tata Nano, is t he ZigWheels Car of the Year. Facing competition from other spanking new and lar ger cars (including the Mahindra Xylo, Fiat Grande Punto, Toyota Fortuner and th e Mercedes-Benz E-class), the Tata Nano came out on top not only for its revolut ionary rethinking of design, but also for its relevance to India . http://articl es.timesofindia.indiatimes.com/2009-12-24/india-business/28082812_1_tata-nano-ye ar-award-bike-make Article 11: Nano rival may not see the light of the day Accor ding to the articles published in Times of India , Tata Nano looks set to retain its crown of being indias cheapest car. A potential rival to the car from the a lliance of Bajaj Renault Nissan appears to have run into rough weather with risi ng difference between the Indian partner and western car companies. http://artic les.timesofindia.indiatimes.com/2009-12-24/india-business/28082812_1_tata-nano-y ear-award-bike-maket Article 12: Tata extends Nano warranty According to the art icle published in Times of India, Tata Motors announced a slew of packages to re gain customer confidence in world s cheapest car that has been bruised by a seri es of fire incidents. The articles tell that under a new Nano Happiness Guarant ee scheme, the company more than doubled warranty lengths on the budget car and introduced an Rs 99-a-month maintenance option to control running costs. http:/ /articles.timesofindia.indiatimes.com/2010-12-10/india-business/28269533_1_warra nty-cheapest-car-nano-happiness-guarantee Article 13 Nano diesel by September Ac cording to the articles published in Times of India ,it says that diesel Nano wo uld be introduced and it could be crucial to the turnaround of the Nano brand wh ich has taken a beating in the recent months due to poor sales, price increase a nd some safety concerns. The diesel Nano will be the Market Research Tata Nano 17 smallest and cheapest diesel car in the market and sport a sub-1000 cc engine, b ut with output and performance 20-30% better than is usual for that engine size. http://articles.timesofindia.indiatimes.com/2011-01-13/india-business/28368752_ 1_diesel-engine-diesel-versions-tata-nano Article 14: Nano goes up in flames, ow ner angry with Tatas According to the article, it was a birthday gift Satish Saw ant gave himself after years of hard labor, but saw the treasured possession--a Tata Nano-- go up in flames within minutes of purchasing it.When the software co mpany employee took delivery of Tata s dream car Nano from its showroom at Prabh adevi near Mumbai s landmark Siddhi Vinayak temple, he had no inkling of how nig htmarish the drive back home to Mulund would be. He wanted a detailed analysis o f what went wrong and criminal action against those responsible for what could h ave led to a tragedy for him and his family. Tata Motors has described it as a "

one-off incident" and clarified that there was no manufacturing or design lacuna e in the Nano. http://articles.timesofindia.indiatimes.com/2010-03-26/mumbai/281 45631_1_tata-nano-tata-motors-spokesman-satish-sawant Article 15: For want of Na no, a life is lost According to this article Tata Nanos compact, comfortable and affordable the stuff middle-class dreams are made of. But the Tata Nano, the new symbol of upward mobility in India, is also fuelling some despair. This article s tell us that Arun Kumar Tiwari s a small-time LIC agent from Jamshedpur, hange d himself at his Agrico colony home on Sunday afternoon after he was unable to b ook his Nano. Tiwari had been dreaming of driving the showpiece small car for mo nths. But the wish was futile as he would not be able to pay the monthly install ments. He didn t earn enough and his last hope was his wife, who works for a pri vate firm and brings home around Rs 10,000 a month. But she refused as well, pro mpting Tiwari to take his own life. http://articles.timesofindia.indiatimes.com/ 2009-04-21/ranchi/28010948_1_tiwari-tata-nano-booking-amount Article 16: Nano to be available at dealerships According to this article, Tata Nano is now gradual ly becoming available on spot payment as the company opens up regular bookings i n some of the major states, ahead of the festive season. Nano initially faced a long waiting period due to limited production capacity . Tata Motors has ramped up production at its new factory at Sanand in Gujarat to be able to offer Nano a t dealerships. http://articles.timesofindia.indiatimes.com/2010-10-06/india-busi ness/28223233_1_tata-nano-sanand-dealerships Market Research Tata Nano 18 Article 17: Tata Motors to hike Nano prices by up to 4 pc According to this arti cle, Tata Motors they will raise the prices of its small car Nano by up to four per cent after it completes the delivery to first one lakh customers. The compan y said it has begun intimating customers, who had retained their booking but are not among first one lakh, that their cars are coming up for delivery albeit at higher prices. http://articles.timesofindia.indiatimes.com/2010-07-16/india-busi ness/28301750_1_first-one-lakh-input-costs-hike-nano-prices Article 18: Nano now available at GPO According to this article the booking facility for Tata Nano w ill be available with postal departments. A recent agreement between Tata Motors Finance Limited, a subsidiary of Tata Motors and postal department states that selected GPOs from across the country will be involved in the booking process. h ttp://articles.timesofindia.indiatimes.com/2009-04-22/kanpur/28030173_1_tata-nan o-booking-chief-postmaster 1.3 Objective of the study To analyse the consumers perception on Tata Nano. To analyse the factor affecting purchase decision of Tata Nano. To analyse the brand image of Tata Nano. To find out acceptance level of Tata Nano. To find out awareness level of Tata Nano. Market Research Tata Nano 19 1.4 Research Methodology Research Design Descriptive Research Method Descriptive research design is used to obtain information concerning the current sttus of the phenomena to describe what exists with respect to variables or condi tion in a situation. The methods involved range from the survey which describes the status, the correlation study which investigates the relationship between va riables, to developmental studies which seek to determine changes over time. Des criptive research design is conducted for the following reasons: To describe the characteristics of relevant group such as consumer, sales people , organization and market area. To estimate the percentage of unit in a specified population exhibiting a certai n behavior. To determine the perception of product characteristics. To determine the degree of which marketing variables are associated. To make specific prediction.

Sampling Procedure Sampling Plan: Convenient Sampling. According to Naresh. K malhotra convenience sampling is a technique that attempt s to obtain a sample of convenient element. The selection of sampling unit is le ft primarily to the interviewer. Convenience sampling is a non-probability sampl ing technique where subjects are selected because of their convenient accessibil ity and proximity to the researcher. The subjects are selected just because they are easiest to recruit for the study and the researcher did not consider select ing subjects that are representative of the entire population. In all forms of r esearch, it would be ideal to test the entire population, but in most cases, the population is just too large that it is impossible to include every individual. This is the reason why most researchers rely on sampling techniques like conven ience sampling , the most common of all sampling techniques. Many researchers pr efer this sampling technique because it is fast, inexpensive, easy and the subje cts are readily available. Market Research Tata Nano 20 Source: http://www.experiment-resources.com/convenience-sampling.html Sampling S ize: 50 respondents Sample size is the number of questionnaire you have chosen to fill it from the r espondents. Sample size is dependent on the researcher that how much sample size he wants to take for a research. 1.4 Limitation of Study The responses given by respondent may not be accurate. Data was collected from the limited location of the Gurgaon city; therefore find ings cannot be generalized for the whole city or country. Problem in getting the proper response of the people. Sample size is to less to properly analyse the data of the respondent. Market Research Tata Nano 21 Chapter 2 Research design: A research design is a framework or blueprint for conducting the marketing resea rch project. It details the procedure necessary for obtaining the information ne eded to structure or solve marketing research problems. Although a broad approac h to the problem has already been developed, the research design specifies the d etails- the nuts and bolts of implementing that approach. A research design lays the foundation for conducting the project. A good research design will ensure t hat the marketing research project is conducted effectively and efficiently. 2.1 Research Design: Classification Research design may be broadly classified as exploratory or conclusive research. The primary objective of exploratory research is to provide insight into and an understanding of the problem confronting the researcher. Exploratory research i s used in cases when you must define the problem more precisely, identify releva nt courses of action, or gain additional insight before an approach can be devel oped. The information needed is only loosely defined at this stage and the resea rch process that is adopted is flexible and unstructured. For example, it may co nsist of personal interviews with industry experts. The sample, selected to gene rate maximum insights, is small and nonrepresentative. Sometimes exploratory res earch, particularly qualitative research, is all the research that is conducted. The insight gained from exploratory research might be verified or quantified by conclusive research. The objective of conclusive research is to test specific hy potheses and examine specific relationships. This requires that the researcher c learly specify the information needed. Conclusive research is typically more for mal and structured than exploratory research. It is based on large, representati ve samples and the data obtained are subjected to quantitative analysis. The fin dings from this research are considered to be conclusive in nature in that they are used as inputs into managerial decision making. Exploratory Research: As its name implies, the objective of exploratory research is to explore or sear

ch through a problem or situation to provide insight and understanding. Explorat ory research could be used for any of the following purposes: Formulate a problem or define a problem more precisely. Identify alternative courses of action. Develop hypotheses. Isolate key variables and relationships for further examination. Gain insights for developing an approach to the problem. Establish priorities for further research. Market Research Tata Nano 22 Exploratory research is characterized by flexibility and versatility with respec t to the methods because formal research protocols and procedures are not employ ed. It rarely involves structured questionnaires, large samples and probability sampling plans. The creativity and ingenuity of the researcher plays a major rol e in exploratory research. Yet, the abilities of the researcher are not the sole determinants of good exploratory research. Conclusive research: Conclusive research design is typically more formal and structured than explorat ory research. It is based on large representative samples, and the data obtained are subjected to quantitative analysis. Conclusive Research is designed to assi st decision maker in determining , evaluating and selecting the best course of a ction to in a given situation. Conclusive research design may be either descript ive or casual and descriptive designs may be either cross-sectional or longitudi nal. (A) Descriptive Research: it is undertaken when the researcher desires to know t he characteristics of certain groups such as age, sex, occupation, income or edu cation. The objective of descriptive research is to answer the who, what, when, w here and how of the subject under study/investigation. It is designed to describe the present situation or the features of a group or users of a product. It can be divide into the following two categories: (i) Cross sectional studies- cross sectional study is a study involving a sample of elements from the population of interest at a single point of time. Such sam ple may deal with households, dealers, retail stores and other entities. Informa tion/data on a number of characteristics are collected from the sample element. Such data are analyzed for drawing conclusions. It includes field studies and su rveys. (ii) Longitudinal studies longitudinal studies are based on panel methods and pa nel data. A panel is a sample of respondents who are interviewed not only once b ut thereafter from time to time. Here data can be collected relate to same varia bles but the measurements are taken repeatedly. 2.2 Primary Data Collection Primary data was collected through SURVEY using structured questionnaire through w hich we are able to find out the consumer perception about TATA NANO. 2.3 Secondary Data Collection Secondary data was collected through different sources like books, Articles, New spaper, Internet. Secondary Data helped in finding the variables that has an eff ect on the perception made by the people towards TATA Nano. Market Research Tata Nano 23 2.4 SCALING TECHNIQUES PRIMARY SCALING TECHNIQUES Nominal scale Ordinal scale Interval scale Ratio scale Nominal scale- It is a figurative sampling scheme in which numbers serve only as labels or tags for identifying or classification objects. There is strict one t o one correspondence between numbers and the objects. Ordinal scale- Ranking scale indicates relative position. Numbers are assigned t o indicate the relative extent to which objects possess some characteristic than

some other object, but not how much more or less. Interval scale-In this scale numerically equal distances on the scale represent equal differences in terms of characteristics being measured. It contains all th e information of an ordinal scale and more. Ratio scale- This method possesses all the properties of the nominal, ordinal, a nd interval scale and in addition an absolute zero point. Thus in a ratio scale we can identify or classify objects, rank objects, and compute intervals or diff erences. It is also meaningful to compute ratio of scale values. MEANING The various types of scaling techniques used in research can be classified into two categories A) Comparative scales In comparative scales the respondent is asked to compare one object with another . For example, the researcher can ask the respondent whether they prefer brand A or brand B of detergent. B) Non Comparative scales In the non-comparative scaling respondents need to evaluate only a single object . Their evaluation is independent of the other object which the researcher is st udying. Further comparative and non-comparative scales are also divided:Comparative scales are of four types:A) Paired comparisons B) Rank order C) Constant sum D) Q Sort Market Research Tata Nano 24 Paired comparison scale :This is a comparative scaling techniques in which respondent is presented with t wo objects at a time and asked to select one object according to some criterion. The data obtained are ordinal in nature. Rank order scale:This is another type of comparative scaling technique in which respondents are p resented with several items simultaneously and asked to rank them in the order o f priority. This is an ordinal scale that describes the favoured and unflavoured objects but does not reveal the distance between the objects. Constant sum scale:With this ordinal level techniques respondent are given a constant sum of units such as points, money or credits and then asked to allocate them to various item s. For example, you could ask a respondent to reflect in the importance of featu re of a product and then give them 100 points to allocate to each feature of the product based on that. If a feature is not important then the respondent can as sign it zero. If one feature is twice as important as another then they can assi gn it twice as much. When they are done all the points should add up to 100. Q-Sort Scaling This is a rank order procedure where respondents are asked to sort a given numbe r of items or statements and classify them into a predetermined number of sets a ccording to some criterion such as preference , attitude or behavioural intent. In order to increase statistical reliability at least 60 cards should be used an d no more than 140. This is good for discriminating among a large group of items in a relatively short amount of time. Non comparative scales can also be divided into further two:A) Continuous rating scales B) Itemised rating scales Continuous rating scale In this type of method the res pondents rate items by placing a mark on a line. The line is usually labeled at each end. There are sometimes a series of numbers, called scale points, (say, fr om zero to 100) under the line. Scoring and codification is difficult. Itemized rating scales Likert scale Respondents are asked to indicate the amount of agree ment or disagreement (from strongly agree to strongly disagree) on a five- to ni ne-point scale. The same format is used for multiple questions. This categorical

scaling procedure can easily be extended to a magnitude estimation procedure th at uses the full scale of numbers rather than verbal categories. Market Research Tata Nano 25 Phrase completion scales Respondents are asked to complete a phrase on an 11-poi nt response scale in which 0 represents the absence of the theoretical construct and 10 represents the theorized maximum amount of the construct being measured. The same basic format is used for multiple questions. Semantic differential sca le Respondents are asked to rate on a 7 point scale an item on various attribute s. Each attribute requires a scale with bipolar terminal labels. Stapel scale Th is is a unipolar ten-point rating scale. It ranges from +5 to 5 and has no neutra l zero point. Thurstone scale This is a scaling technique that incorporates the intensity structure among indicators. Mathematically derived scale Researchers i nfer respondents evaluations mathematically. Two examples are multi-dimensional s caling and conjoint analysis. 2.5 Questionnaire Development Our questionnaire are divided into two part i.e. section A and section B. In whi ch section A contains a general description about the person from whom the surve y is taken up. It contains a general question like: Name Age Sex Income Family Type Profession Section B contains a question which are been prepared to now the perception of t he customer on Tata Nano. These questions tested by a pretest in that we find th at the question which we have prepared is absolutely accurate to now the custome r perception on Tata Nano. There are some of the major question which we put in our questionnaire is: Do you like Tata Nano? Features attract you most? Do you think NANO is a common mans car? Do you think purchasing a NANO will affect your status? We have described such kind of question in our questionnaire which actually give s the result what the people perceived about Tata Nano. We have also put licker five point scales through which we actually know about what peoples thinks about Tata Nano. Market Research Tata Nano 26 Pre-Testing In a pre-testing phase of a questionnaire we have tested around ten sample quest ionnaire and we checked out that through this we are actually getting our object completed our not. Initially we found some kind of problem in our question, so we corrected them and for final sample we used 50 questionnaires for our project . 2.6 Sampling Techniques: Sampling technique may be broadly classified as nonprobability and probability. Nonprobability sampling relies on the personal judgment of the researcher rather than chance to select sample elements. The researcher can arbitrarily or consci ously decide what elements to include in the sample. Nonprobability samples may yield good estimates of the population characteristics. However, they do not all ow for objective evaluation of the precision of the sample result. Commonly used nonprobability sampling techniques include convenience sampling, judgmental sam plings, quota sampling and snowball sampling. In probability sampling, sampling units are selected by chance. It is possible t o prespecify every potential sample of a given size that could be drawn from the population, as well as the probability selecting each sample. Every potential s ample need not have the same probability of selection, but it is possible to spe cify the probability of selecting any particular sample of a given size. Probabi

lity sampling techniques are classified based on: Elements versus cluster sampling Equal unit probability versus unequal probabilities Unstratified versus stratified selection Random versus systematic selection Single stage versus multistage technique. NON PROBABILTY SAMPLING TECHNIQUES: 1. CONVENIENCE SAMPLING: Convenience sampling attempts to obtain a sample of convenient elements. The sel ection of sampling units is left primarily to the interviewer. Often, respondent s are selected because they happen to be in the right place at the right time. S ome examples of convenience sampling are use of students, church groups, and mem bers of social organizations. Convenience sampling is the least expensive and le ast time consuming of all sampling techniques. In spite of these advantages, thi s form of sampling has serious limitations. Many potential sources of selection bias are present, including respondent self- selection. It is not theoretically meaningful to generalize to any population from a convenience sample, and conven ience samples are not appropriate for marketing research projects involving popu lation inferences. Market Research Tata Nano 27 2. JUDGMENTAL SAMPLING: Judgmental sampling is a form of convenience sampling in which the population el ements are selected based on the judgment of the researcher. The researcher, exe rcising judgment or expertise, choose the elements to be included in the sample, because he or she believes that they are representative of the population of in terest or are otherwise appropriate. Examples of judgmental sampling are test ma rkets selected to determine the potential of a new product, purchase engineers s elected in industrial marketing research because they are considered to be repre sentative of the company. Judgmental sampling is subjective and its value depend s entirely on the researchers judgment, expertise and creativity. It may be usefu l if broad population inferences are not required. 3. QUOTA SAMPLING: Quota sampling may be viewed as two-stage restricted judgmental sampling. The fi rst stage consists of developing control categories, or quotas, of population el ements. To develop these quotas, the researcher lists relevant control character istics and determines the distribution of these characteristics in the target po pulation. The relevant control characteristics which may include sex, age, and r ace are identified on the basis of judgment. The quota ensures that the composit ion of the sample is the same as the composition of the population with respect to the characteristic of interest. 4. SNOWBALL SAMPLING: In snowball sampling an initial group of respondents is selected, usually at ran dom. After being interviewed, these respondents are asked to identify others who belong to the target population of interest. This process can be carried out in waves by obtaining referrals from referrals, thus leading to a snowballing effe ct. A major objective of snowball sampling is to estimate characteristics that a re rare in the population. PROBABILITY SAMPLING TECHNIQUES: 1. SIMPLE RANDOM SAPLING: In simple random sampling each element in the population has a known and equal p robability of selection. Each possible sample has a given size has a known and e qual probability of being the sample actually selected. This implies that every element is selected independently of every other element. The sample is drawn by a random procedure from a sampling frame.SRS has many desirable features. It is easily understood. The samples result may be projected to the target population . Most approaches to statistical inference assume that the data have been collec ted by simple random sampling. It also has some limitations like it is often dif ficult to construct a sampling frame that will permit a simple random sample to be drawn, SRS can result in samples

Market Research Tata Nano 28 that are very large or spread over large geographic areas, thus increasing the t ime and cost of data collection. 2. SYSTEMATIC SAMPLING: In systematic sampling, the sample is chosen by selecting a random starting poin t and then picking every ith element in succession from the sampling frame. The sampling interval, i, is determined by dividing the population N by the sample s ize n and rounding to the nearest integer. Systematic sampling is similar to SRS in that each population element has a known and equal probability of selection. However, it is different from SRS in that only the permissible sample of size n can be draw have a known and equal probability of selection. The remaining samp le of size n has a zero probability of being selected. This method of sampling i s less costly and easier than SRS, because random selection is done only once. 3. STRATIFIED SAMPLING: Stratified sampling is a two-step process in which the population is partitioned into sub population or strata. The strata should be mutually exclusive and coll ectively exhaustive in that every population element should be assigned to one a nd only one stratum and no population element should be omitted. Next, elements are selected from each stratum by a random procedure, usually SRS. 4. CLUSTER SAMPLING: In cluster sampling the target population is first divided into mutually exclusi ve and collectively exhaustive subpopulation, or clusters. Then a random sample of clusters is selected, based on a probability sampling technique such as SRS. For each selected cluster, either all the elements are included in the sample or a sample of element is drawn. If all the elements in each selected cluster are included in the sample, the procedure is called one stage cluster sampling. If a sample of elements is drawn probabilistically from each selected cluster, the p rocedure is two stage sampling. 2.7 FIELD WORK PLAN: 50 respondents were interviewed in and around the sector 14 and sector 29 in Dhi ngra motors and ABS motors pvt ltd. The group was divided into two groups of 2 i nterviewers each who interviewed respondents at the above mentioned locations. T he respondents were interviewed from 19thMar-22nd Mar 2012. Market Research Tata Nano 29 CHAPTER 3 DATA ANALYSIS & INTERPRETATION 3.1. DEMOGRAPHIC ANALYSIS 3.1.1 Gender: Sex Frequency Percent Valid Percent Cumulative Percent Valid male 41 82.0 82.0 82.0 female 9 18.0 18.0 100.0 Total 50 100.0 100.0 Table: 3.1.1 Fig I Out of 50 respondent we counted that 82% respondent were male and only 18% respo ndent were female. 41 9 Male Female No. of Respondet No. of Respondet Market Research Tata Nano 30 3.1.2 AGE: Age Frequency Percent Valid Percent Cumulative Percent Valid 18-30 yr s 25 50.0 50.0 50.0 30-50yrs 22 44.0 44.0 94.0 above 50 yrs 3 6.0 6.0 100.0 Tota l 50 100.0 100.0 Table: 3.1.2 Fig II Above mention fig. clearly shows that most of the respondent lies between age gr oup 18 to 50 years.

18-30 years 30-50 years Above 50 years 25 22 3 No. of Respondent No. of Respondent Market Research Tata Nano 31 3.1.3 Income Group: Income Frequency Percent Valid Percent Cumulative Percent Valid 10000-15000rs 5 10.0 10.0 10.0 15000-20000rs 6 12.0 12.0 22.0 20000-25000rs 11 22.0 22.0 44.0 ab ove 25000rs 28 56.0 56.0 100.0 Total 50 100.0 100.0 Table: 3.1.3 Fig III Above graph clearly shows that most of our respondent earning above 25000 rs. 10000-15000 15000-20000 20000-25000 Above 25000 5 6 11 28 No. of respondent No. of respondent Market Research Tata Nano 32 3.1.4Types of Family: Family Frequency Percent Valid Percent Cumulative Percent Valid nuclear 38 76.0 76.0 76.0 joint 12 24.0 24.0 100.0 Total 50 100.0 100.0 Table: 3.1.4 Fig. IV The above fig. shows that most of the respondent are were from the nuclear famil y. 76% 24% No.of respondent Nuclear Joint Market Research Tata Nano 33 3.1.5 Profession Profession Frequency Percent Valid Percent Cumulative Percent Valid govt employe e 6 12.0 12.0 12.0 businessman 12 24.0 24.0 36.0 pvt sector employee 18 36.0 36. 0 72.0 professional 8 16.0 16.0 88.0 any other 6 12.0 12.0 100.0 Total 50 100.0 100.0 Table: 3.1.5 Fig. V Our most of the respondent are were pvt. Sector employee or businessman. 12% 25% 35% 16% 12% No. of respondent Govt. employee Businessman Pvt. Sector employee

Professional any other Market Research Tata Nano 34 3.1.6 Buy Nano Buynano Frequency Percent Valid Percent Cumulative Percent Valid yes 28 56.0 56. 0 56.0 no 17 34.0 34.0 90.0 cantsay 5 10.0 10.0 100.0 Total 50 100.0 100.0 Table: 3.1.6 Fig. VI Above fig. shows that 56% of our respondent wants to buy Nano so that is a good sign for Tata that the people wants to purchase Nano. Yes No Cant say 28 17 5 No. of respondent No. of respondent Market Research Tata Nano 35 3.1.7 Like Nano: Likenano Frequency Percent Valid Percent Cumulative Percent Valid very much 13 2 6.0 26.0 26.0 average 26 52.0 52.0 78.0 not at all 11 22.0 22.0 100.0 Total 50 1 00.0 100.0 Table: 3.1.7 Fig. VII We found that 52% of the respondents are average liking Nano and 24% like Nano. So due to this figure we can say that peoples are not so much liking Nano. Very much Average Not at all 13 26 11 No. of respondent No. of respondent Market Research Tata Nano 36 3.1.8 Inspiring Features Inspiringfeatures Frequency Percent Valid Percent Cumulative Percent Valid price 32 64.0 64.0 64.0 design 2 4.0 4.0 68.0 mileage 3 6.0 6.0 74.0 All 6 12.0 12.0 86.0 cant say 7 14.0 14.0 100.0 Total 50 100.0 100.0 Table: 3.1.8 Fig. VIII We found that price is the only features that inspire most of the people to purc hase Nano. Price Design Mileage All of the Above Cant say 32 2 3 6 7 No. of Respondent No. of Respondent Market Research Tata Nano

37 3.1.9 Common mans car Commanman Frequency Percent Valid Percent Cumulative Percent Valid yes 40 80.0 8 0.0 80.0 no 7 14.0 14.0 94.0 cantsay 3 6.0 6.0 100.0 Total 50 100.0 100.0 Table: 3.1.9 Fig. IX We found that 80% of our respondent thinks that Nano is a common mans car so the Nano position itself for the medium class persons. Yes 80% No 14% Cant say 6% No. of respondent Market Research Tata Nano 38 3.1.10 Do you think purchasing a NANO will affect your status? Status Frequency Percent Valid Percent Cumulative Percent Valid yes 24 48.0 48.0 48.0 no 13 26.0 26.0 74.0 maybe 13 26.0 26.0 100.0 Total 50 100.0 100.0 Table: 3.1.10 Fig. X We found that 48% respondent thinks that buying Nano can affect their status, so this is a bad sign for Nano it will affect the buying decision. 48% 26% 26% No. of respondent Yes No May be Market Research Tata Nano 39 3.1.11 Age group that wants to buy Nano Age/Buy Nano Yes No Cant say 18-30 years 12 11 2 30-50 years 15 5 2 Above 50 Yrs 1 1 1 Total 28 17 5 Table: 3.1.11 Fig. XI We found that people from the age group 18-50 years want to buy Nano so the Tata target the people between this age group. Market Research Tata Nano 40 3.1.12 Different profession which want to buy Nano Profession/Buy Nano Yes No

Cant say Govt. employee 3 1 2 Businessman 7 4 1 Pvt. Sector employee 11 6 1 Professional 5 3 0 Any other 2 3 1 Table: 3.1.12 Fig. XII We found that most of the pvt. Sector employee and professional want to buy Nano . Market Research Tata Nano 41 3.1.13 Different income group which wants to buy Nano. Income/Buy Nano Yes No Cant say 10000-15000 rs. 4 1 0 15000-20000 rs. 5 1 0 20000-25000 rs. 7 3 1 Above 25000 rs. 12 12 4 Table: 3.1.13 Fig. XIII We found that person who is earning above 20000 rs. are interesting to buy a Nan o. Market Research Tata Nano 42 3.1.14 Brand Name brandname Frequency Percent Valid Percent Cumulative Percent V alid strongly agree 21 42.0 42.0 42.0 Agree 14 28.0 28.0 70.0 neutral 9 18.0 18. 0 88.0 disagree 2 4.0 4.0 92.0 Strongly disagree 4 8.0 8.0 100.0 Total 50 100.0 100.0 Table: 3.1.14 Fig. XIV We found that 70% of the people like Nano because of its brand name.

21 14 9 2 4 strongly agree agree neutral disagree strongly agree no. of respondent no. of respondent Market Research Tata Nano 43 3.1.15 Affordability Affordability Frequency Percent Valid Percent Cumulative Pe rcent Valid strongly agree 30 60.0 60.0 60.0 agree 6 12.0 12.0 72.0 neutral 3 6. 0 6.0 78.0 disagree 9 18.0 18.0 96.0 strongly disagree 2 4.0 4.0 100.0 Total 50 100.0 100.0 Table: 3.1.15 Fig. XV We found that 72% of the people like Nano because it is affordable. 30 6 3 9 2 strongly agree agree neutral disagree strongly agree no. of respondent no. of respondent Market Research Tata Nano 44 3.1.16 Shape and Design Shapeanddesign Frequency Percent Valid Percent Cumulative Percent Valid Strongly agree 4 8.0 8.0 8.0 agree 7 14.0 14.0 22.0 neutral 18 36.0 36.0 58.0 disagree 1 6 32.0 32.0 90.0 strongly disagree 5 10.0 10.0 100.0 Total 50 100.0 100.0 Table: 3.1.16 Fig. XVI We found that 36% respondents are neutral and 32 % respondents are not like shape and design of Nano. 4 7 18 16 5 strongly agree agree neutral disagree strongly agree no. of respondent no. of respondent Market Research Tata Nano 45 3.1.17 Power Power Frequency Percent Valid Percent Cumulative Percent Valid strongly agree 3 6.0 6.0 6.0 agree 4 8.0 8.0 14.0 neutral 22 44.0 44.0 58.0 disagree 17 34.0 34.0 92.0 strongly disagree 4 8.0 8.0 100.0 Total 50 100.0 100.0 Table: 3.1.17

Fig. XVII We found that 44% respondents are neutral and 32 % respondents are not like Power of Nano. 6% 8% 43% 33% 10% no. of respondent strongly agree agree neutral disagree strongly agree Market Research Tata Nano 46 3.1.18 Recommendation Recommendation Frequency Percent Valid Percent Cumulative Percent Valid yes 22 4 4.0 44.0 44.0 no 16 32.0 32.0 76.0 maybe 12 24.0 24.0 100.0 Total 50 100.0 100.0 Table: 3.1.18 Fig. XVIII We found 44% of the respondent says that they will recommend other to buy Nano, so it is good thing for Nano. 44% 32% 24% No. of respondent Yes No May be Market Research Tata Nano 47 3.1.19 Dream Car Table: 3.1.19 Fig. XIX We found that 74% of the respondent thinks that Nano is n ot there dream car. 12% 74% 14% No. of respondent Yes No May beDreamcar Frequency Percent Valid Percent Cumulative Percent Valid yes 6 12 .0 12.0 12.0 no 37 74.0 74.0 86.0 may be 7 14.0 14.0 100.0 Total 50 100.0 100.0 Market Research Tata Nano 48 3.1.20 CHY SQUARE ANALYSIS 3.1.20.1 Like Nano vs. Safety Cross tabulation H0: Pe ople who like Nano have found safety in Nano. H1: People who like Nano have not found safety in Nano. Table: 3.1.20.1 Result As per the above table we can say that the difference observed and expected valu e between people who like Nano have found safety in Nano is more so we can say t hat there is no dependency between these two parameters. The chi-square test statistic is 5.017 with an associated P (.081)>0.05. The null hypothesis is not accepted, since P>0.05 and a conclusion is made that the people who like Nano but not found safety in Nano. So we will not accept the null hypothesis. Safe Total yes no Likenano very much Count 8 5 13 Expected Count 4.9 8.1 13.0 Residual 3.1 -3.1 average Count 9 17 26 Expected Count 9.9 16.1 26.0 Residual -.9 .9 not at all Count 2 9 11 Expected C ount 4.2 6.8 11.0 Residual -2.2 2.2 Total Count 19 31 50 Expected Count 19.0 31. 0 50.0 Chi-Square Tests Value df Asymp. Sig. (2-sided) Pearson Chi-Square 5.017a 2 .081 Likelihood Ratio 5.110 2 .078 Linear-by-Linear Association 4.775 1 .029

N of Valid Cases 50 a. 2 cells (33.3%) have expected count less than 5. The mini mum expected count is 4.18. Market Research Tata Nano 49 3.1.20.2 Buy Nano vs. Status Cross tabulation H0: Buying Nano will affect the status of a people. H1: Buying Nano will not affect the status of a people. Status Total yes no maybe Buynano yes Count 15 9 4 28 Expected Count 13.4 7.3 7. 3 28.0 Residual 1.6 1.7 -3.3 no Count 9 3 5 17 Expected Count 8.2 4.4 4.4 17.0 R esidual .8 -1.4 .6 cantsay Count 0 1 4 5 Expected Count 2.4 1.3 1.3 5.0 Residual -2.4 -.3 2.7 Total Count 24 13 13 50 Expected Count 24.0 13.0 13.0 50.0 Chi-Square Tests Value df Asymp. Sig. (2-sided) Pearson Chi-Square 10.761a 4 .02 9 Likelihood Ratio 11.460 4 .022 Linear-by-Linear Association 6.245 1 .012 N of Valid Cases 50 a. 5 cells (55.6%) have expected count less than 5. The minimum e xpected count is 1.30. Table 3.1.20.2 Result As per the above table we can say that the difference observed and expected valu e between the buying Nano will affect status of a people is more so we can say t hat there is no dependency between these two parameters. The chi-square test statistic is 10.761 with an associated P (.029) < 0.05. The null hypothesis is accepted, since P<0.05 and a conclusion is made that the buying Nano will affect status of a people. So we will accept the null hypothesis. Market Research Tata Nano 50 CHAPTER 4 Research Findings & Summary TATA Nanos awareness level is very high i.e. most of the people are aware about T ata Nano. This has been because of the promotion or due to its price starting fr om 1lakh rupees. Most of the people think that they would purchase Nano i.e. (56%) so it is a goo d sign for Nano that still Nano have some brand image in the market. The most inspiring feature of Nano is his price, as the car is available in Rs. 1 lakh only therefore most of the people believe that it is affordable to them. Price really attracts people and for middle class people is there dream comes tr ue of having a car. Research shows that many people say that Nano is a common mans car. We found that 48% respondent thinks that buying Nano can affect their status, so this is a bad sign for Nano it will affect the buying decision. We found that most of the people who want to buy Nano are of age between 18 to 5 0, so for Nano this particular segment can be the target. Private Sector employees and professional have higher degree of acceptance level for TATA Nano. We found that people who are earning above 20000 rupees monthly is interested to buy a Nano. The most important factors that affect the purchasing decision of the people to purchase a small car like NANO are Design, Safety, Affordability, power, comfort, lifestyle, accessories status and interior space. It was also observed in the research that majority of people shall not prefer Nan o over Bike as they believe that bike has some additional benefits over NANO. It has been found out in the research that Nano is really an affordable car but if the price of the Nano rises people will not purchase it. It has also been found out through research that most of the people shall recomm end TATAs Nano to other which is a very good sign for TATA Motors. Also, most of the respondents believe that NANO is not their dream car. Market Research Tata Nano 51 CHAPTER 5 CONCLUSION As per the all the analysis done above it is concluded that people have a nice perception towards Tata Nano, it have a good brand image in the automobile industry. Tata Nano is a great innovation by Tata motors. Car whi

ch is of just 1 lakh rupees and very affordable to most of the people in India. It has many features like its shape, design, engine power, interior space, comfo rt, comfort and life style. Tata Nano is a new era of automobile industry which actually changes the perception of people about the car. People perceived that i t is a car for common man, whose dream is to purchase a car. People who can purc hase a bike can also purchase Tata Nano because of its low price, so it is easil y affordable for the middle class persons. Tata Nano doesnt have any competitor i n this price segment, so it have a competitive advantage over the other automobi le companies. Nuclear family people generally prefers Tata Nano, it have a comfo rtable space for 4 to 5 members. Tata Nano main USP is its price which actually attracts the customer towards it. Tata Nano has so many advantages, but still th ere is some problem due to which its not selling that much effective, such proble ms are: Shape of Tata Nano doesnt give feel like a car. Engine power is not so go od for the long drive Journey. Generally people perceived that buying a Nano wil l affect their status. Market Research Tata Nano 52 BIBLOGRAPHY Naresh K. Malhotra Marketing researches DJS Research Ltd, full service market re search agency economictimes.indiatimes.com/news/news-by industry/auto/automobiles/worlds-cheap est-car-tag-backfires-for-tata-nano/articleshow/11612425.cms www.oncars.in/Car-News-Detail/Tata-Motors-is-planning-new-marketing-strategies-t o-push-Nano-sales/1709 articles.economictimes.indiatimes.com/2012-01-06/news/30597924_1_problematic-sup ply-tata-nano-ratan-tata www.indianexpress.com/news/nano-ranks-last-in-customer-satisfaction/754584/ arti cles.timesofindia.indiatimes.com/2009-12-24/india-business/28082812_1_tata-nanoyear-award-bike-make articles.timesofindia.indiatimes.com/2011-01-13/india-busin ess/28368752_1_diesel-engine-diesel-versions-tata-nano articles.timesofindia.ind iatimes.com/2010-10-06/india-business/28223233_1_tata-nano-sanand-dealerships www.experiment-resources.com/convenience-sampling.html Mohanty, Mrituinjoy (2008-01-10). "Why criticising the 1-Lakh car is wrong". Red iff News. http://www.rediff.com/money/2008/jan/04tatacar.htm. Retrieved on 200801-10. Tata s High-Stakes Bet on Low-Cost Car". The Wall Street Journal, Eric Bellman, Jan 10, 2008. http://online.wsj.com/article/SB119993102461279857.html. http://www.autoexpo.in/news_jan_23.asp http://in.reuters.com/article/topNews/idINIndia-35844720081007 2008 Issues http://www.cbc.ca/consumer/story/2008/01/10/nano-tata.html