TERM PAPER

ON

RESEARCH METHODOLOGY

(CONSUMER PERCEPTION ON TATA NANO)

SUBMITTED TO; SUBMITTED BY;

Miss BHAKTI SHARMA RASHMI KUKRETI

M.B.A

SEC. 1809

ROLL NO. B42

REGD NO. 10801636

Tata Motors Limited is India's largest automobile company, with revenues of Rs. 32,426

crores (USD 7.2 billion) in 2006-07. It is the leader by far in commercial vehicles in each

segment, and the second largest in the passenger vehicles market. The company is the world's

fifth largest medium and heavy commercial vehicle manufacturer, and the world's second

largest medium and heavy bus manufacturer and Established in 1945, Tata Motors' presence

indeed cuts across the length and breadth of India. Over 4 million Tata vehicles ply on Indian

roads, since the first rolled out in 1954. The company's manufacturing base is spread across

India - Jamshedpur (Jharkhand) in the east, Pune (Maharashtra) in the west, and in the north

in Lucknow (Uttar Pradesh) and Pant agar (Uttarakhand). A new plant is being set up in

Singur (close to Kolkata in West Bengal) to manufacture the company's small car. The

nation-wide dealership, sales, services and spare parts network comprises over 2,000 touch

points. The company also has a strong auto finance operation, TML Financial Services

Limited, supporting customers to purchase Tata Motors vehicles.

Tata Motors' plans would produce, in real terms, by far the cheapest car ever made.

An Indian car may soon earn a parking place in history alongside Ford's Model T,

Volkswagen's Beetle and the British Motor Corp.'s Mini, all of which put a set of wheels

within reach of millions of customers after they rolled onto the scene. Tata Motors is

developing a car it aims to sell for about $2,500 the cheapest, by far ever made.

TECH SPECS:
Length : 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
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
 MARKETING RESEARCH PROBLEM

1. As price of Nano is an around one lakh rupee, possibility of car being used asm taxi

cannot be avoided.

2. Time to convert raw material into Nano.

3. Determining the trends in steel, rubber and other raw material prices.

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

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

6. Tata is known for heavy commercial vehicle. This common perception can affect the

sale of Nano.

Scope of the Study

1. This study would be useful for companies to know what people perceive and

thinking about “Small Fight” that is NANO.

2. This study would be useful to other students as a secondary data.

3. This study would be useful to form strategies according to perception of people

about NANO.
 Objective of the Study

1. To know the consumer perception on “NANO” car.

2. To find out the Acceptance level of people.

3. To find out the awareness level about “NANO” car.

4. To know about factors affecting purchase decision of “NANO”.

5. To know how purchase decision of “NANO”.varies from different Income group.

Limitation of the study

1. I will have to rely upon the information given by respondents, which may not be fully

true

2. This study will be limited to only some areas of Phagwara & Jalandhar City.

3. It is only for short period of time.

4. Lack of professional approach since researcher is a student.

As the car got closer to completion, the media, including BW started speculating. Many

reports were cynical; some were guarded, as if leaving room just in case they were

proved wrong. Environmentalists such as R.K. Pachauri of the Energy Research Institute

and Sunita Narain of Centre for Science and Environment began rising concerns about

how a million small cars would impact urban congestion and air quality. But Tata was

privy to information that his car had survived a frontal crash test and met Euro IV

emission norms several months ago.

Japanese auto giant Suzuki, which makes the ubiquitous Maruti 800, also spoke out with

derision. "What is it going to be? A three-wheeler with a stepney?" Suzuki’s Founder

Chairman Osamu Suzuki had quipped when Tata announced the project. In February

2006, Suzuki again took a shot, saying that it was impossible to make a reliable car for

Rs. 1 lakh.

But within a year of Suzuki’s comment, the Tata team had reason to pop the bubbly. A

beta prototype was ready by the middle of 2007 and to maintain secrecy, it was tested at

foreign locations, such as test tracks in Germany and the rough terrains of Australia.

Just about 10 days before the Auto Expo at New Delhi’s Pragati Maidan where the car

was to be unveiled, RNT joined the team in Pune. He camped there until the launch,

overseeing the finishing touches. He personally drove it, and made several last-minute

changes, including changes in the seat covers and air vents, as the team prepared for the

Big day. Kinds of sketches about the car’s looks, three Nanos were shipped to Delhi in

containers and remained under cover until the night before the launch. In the wee hours

of 10 January, the car was rolled into Tata’s pavilion in hall 11 of Pragati Maidan right
under the noses of several TV vans stationed nearby. But they missed the action. RNT,

who later admitted he had spent a sleepless night preparing for the launch, and Ravi Kant,

were present when the cars arrived.

That day will go down as a red-letter day in Indian automotive history. Using a three

dimensional hologram created in Germany, a ‘virtual’ RNT spoke to the huge crowds

deluging the Tata pavilion about the car he had dreamed of and which was finally about

to be unveiled.
 RESEARCH METHODOLOGY

SOURCES OF DATA COLLECTION

PRIMARY:

For my survey primary data have been used as a questionnaire to collect the data.

SECONDARY:

The secondary date has been collected from the following modes:

● Magazines

● Data through internet sources

RESEARCH DESIGN

Research Design is the arrangement for conditioned for data collection & analysis of data

in a manner that aims to combined relevance to research purpose with economy in

procedure.

A research design is a master plan or model for the conduct of formal investigation. It is

blue print that is followed in completing study.

THE research conducted by me.

Is a descriptive research. This is descriptive in nature because study is focused on fact

finding investigation in a well structured form and is based on primary data.

1. Purchase decision of Nano car will affects your status.

2. Nano is safe for driving.

3. Maximum no. of middle class income people grows for the purchase of Nano.

4. People prefer to purchase the Nano instead of two wheeler.

5. 75% of people go with Nano car in phagwara & Jalandhar City.

6. Nano is dependent of income of people.

7. Tata Nano likes by the phagwara & Jalandhar City people because of

affordability, brand name & design.

8. Private & government sector having greater acceptancy level of Nano in

phagwara & Jalandhar City.

• I have found in my study that most of the respondents who like to go for TATA’s

“NANO” belongs to income group of 5000 to 15000, so it can be said that

“NANO” will be most welcome by this income group of people.

• Most of the respondents who belongs to the Private Sector or Govt. Sector having

greater acceptancy level for “NANO” in Baroda city and they would also like to

go for “NANO”.

• I have found that all the respondents of Baroda City which covered under my

study are well aware about TATAs “NANO”.

• In my study I have found that above 90% of respondents like the TATA”s

“NANO” car. Those respondents who would not like to go for “NANO” , they are

also like the TATA”s “NANO” for various reason like affordability, brand name,

shape/design this shows the preference of the respondents in Baroda city.

• More than half of the respondents would like to buy “NANO” in next 1 to 2 year.

Respondents who like to buy “NANO” are curiously waiting for its launching,

respondents like to go for “NANO” as it’s most affordable cost and of course due

to its Brand Name that is TATA.

• Respondents also prefer “NANO” due to its promise of good mileage about

21KM/Litre so, if TATA will fulfill the promise and if continuously maintain the

mileage of its car the “NANO” than it’ll surely helpful to attract more customer.

• Respondents who are preferring the second hand car , after the launching of

TATA’s 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 TATA’s “NANO” car will be warmly welcome by the people of Baroda

City.
 CONCLUSION
During my study I done a project on perception of people on “NANO” car in Baroda city.

I had learn a lot and get opportunity to know what consumer actually thinks and what

they perceive about TATA’s “NANO” because I had done field work and I was in

between the people only. I gain a practical knowledge which I haven’t get any where.

I had used a Questionnaire as a tool through which I had gathered a lot of information. I

fill up 300 questionnaire from the 9 areas of Baroda city, under my study I have covered

different class of people to know their perception and acceptance level for “NANO”. I

analyze from my questionnaire that 100% respondents aware from the TATA’s upcoming

“NANO” car, and out of 300 respondents 90% respondents like the “NANO”. I also

found that 71% of respondents would like to buy “NANO” in next 1 to 2 year, It shows

the acceptance level of the people of Baroda city and it’s good sign TATA. Respondents

who like the “NANO” or want to buy are preferring the “NANO” due to its Affordability

and Brand Name.

All this information will be benefited to know the Perception and Acceptance level of

people in Baroda City. It can be also benefited to the TATA MOTERS as I had mention

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

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 company’s best

teacher” Harward business review,

4) Boris Groysberg, Aashish Nanda ,and Nitin Nuhria ( may2004) “the risky

business of hiring stars “, Harward business review .

MAGAZINES

A) OUTLOOK BUSINESS (9TH FEB, 2008)

B) BUSINESS STANDART (18TH FEB, 2008)

C) 4P’S OF BUSINESS AND MARKETING (28TH MARCH, 2008)

INTERNET :

http://www.tatamotors.com
 Questionnaire

PERSONAL DETAIL

Name:__________________________________________________________________

Sex : Male Female

Age : 18 – 30 30 - 50 Above 50

Profession: Govt. Employee Businessman

Pvt. Sector Employee Professional

Student Any other _______________

Monthly Income : 5,000 - 10,000 Rs. 10,000 Rs. – 15000 Rs.

15,000 – 20,000 Rs. Above 20,000 Rs.

Family Members:___________________
1) Do you have any Vehicle?

Yes No

If Yes than Specify,

Two Wheeler Four Wheeler

Any other_____________

(2) Would you like to go for Rs. 1lakh car?

Yes No

(3) Are you aware of Tata’s “NANO” car?

Yes No

(4) Do you like the Tata’s Rs. 1 Lakh car The “NANO”?

Yes No

(5) Do you plan to buy a “NANO” in the next 1 to 2 year?

Yes No

Can’t say

(6)Which model would you go for?

Deluxe (with AC) Standard (without AC)

(7) What do you think of it’s mileage of 21KM/Litre?

Very Good & reason to buy Not enough

Good enough for small town

“NANO”

Brand Name

Shape/Design

Safety

Affordability

Comfort

(9) Would you like to buy a second hand car instead of NANO?

Yes No

(10) Why do you prefer a NANO to a second hand car?

It’s new Mileage

Running Costs Good looks

(11) Do you think that Purchase decision of NANO will affects your status?

Yes No

(12) Do you believe that NANO is a dream car of yours?

Yes No

Place…………………..

Date…………………...

Sign……………………..