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a) Objective b) Rationale for Choosing this Objective a) Methodology b) Target Population c) Selection of Sample d) Questionnaire 3. Presentation of Data 4. Analysis of Data 5. Conclusion 6. Annexure


To conduct a market survey to take in a consumers view on the innovative product -Tata Nano.

Rationale for choosing this objective

I chose this objective because tata nano as a concept was an innovative idea, but to actually see it come out as a finished product, I wanted to encompass peoples views on it.

I used a simple questionnaire to conduct the survey, choosing the right amount of relevant questions keeping in mind to get a detailed view of what people think of nano as a product.

Target Population

The population that I thought would be apt for this survey was of young people, i.e. people between 18 to 30 years of age, keeping in mind that nano is a product of our generation and that it might appeal more to us only.

Selection Of Sample
Out of 16 samples, I chose 6 people who owned a nano, and 10 people who might buy their first car in one or two years.

Market Survey: Consumers View on TATA Nano
1. What is the first thing which comes to your mind when you think about NANO? _____________________________________________________________________________________ _____________________________________________________________________________________ _____________________________________________________________________________________

2. Instead of purchasing a Bike, will you prefer to go for a NANO a) yes b) no

3. Which feature of Nano attracts you the most and inspires you to go for it? a) Mileage c) interior space e) All the above b) design d) cant say


Which colours of Nano do you prefer? a) Red c) White e) Silver b) Blue d) Yellow f) Others Specify


For what purpose you would like to use Nano? a) Will offer it to your children to use it in place of a two- wheeler b) Will use it as family car for shopping and travel c) Will prefer as a taxi d) Would like to have as a taxi

e) Others- Specify


Do you think Nano is a peoples car? a) Yes c) Cant say b) No


Will you recommend NANO to your friends? a) Yes c) Cant say b) No

8. Which small car would you prefer to buy? a) Alto c) Other b) Nano

9. How will you feel if Nano is used as a taxi? a) its a great concept b) I dont think its a good idea

10. Can you trust Nano for safety? a) Yes c) Cant say b) No

11. Why will you buy Nano? a) Low Price service c) Attractive looks convenience e) Patriotism. Its an Indian car. b) After sales d) Comfort and f) I wont buy it

12. When it comes to comfort and convenience, Nano is a) Very comfortable and convenience c) Less than average at all comfortable b) Average d) Not

13. Do you think Nano is designed and built according Indias local weather and road conditions? a) Yes c) Not fully b) No

14. According to your opinion what can be done to improve Nanos sales in local markets? a) Nano should provide new models b) Improve quality and so that car maintainence cost is decreased c) Should reduce car prices d) Lower instalments e) Others Specify

15. Overall satisfaction level has derived as expected from Nano?

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Presentation Of Data

Analysis of Data
Q2. Would people choose nano over a bike? Analysis - Of the total people reviewed, it was a tie, 50% said they would go for a nano whereas the rest would prefer a bike. Q3.What feature attracted them the most? Analysis Most of the people went for nanos design, ignoring the mileage and other factors. Q5. What purpose would they use it for? Analysis Majority said that they would use it as a family car for shopping, or will prefer it as a taxi.

Q6. Is nano a peoples car? Analysis The majority agreed that nano is a peoples car. Q7. Would they recommend it to their friends? Analysis 50% of the people said no, whereas 25% said yes and again 25% werent sure. Q9. What would be their reaction if nano was used as a taxi? Analysis 87.5% of people thought of it as a great concept. Q11. Why would they, considering they would, buy nano? Analysis The fact that this car is phenomenally low priced seems to have

grabbed the attention of a lot of people. Q12. Comfort factor? Analysis comfort factor was rated average by majority of the population. Q14. Changes to improve sales in local markets? Analysis providing new models was the solution that appealed to the majority.

Based on the views I got when I conducted, I inferred that Five to ten years back, if one was asked, From where will the next big automotive innovation originate? The answer could have been Japan, Germany, Italy, US or some other European nation, no one would have dreamt of India. But as its said nothing is impossible, Tata's strong will and determination to make the worlds cheapest car has been achieved and

the dream of owning a four wheeler for a common Indian can now be fulfilled. Though launch of nano as finished product had great impact on the Indian automotive market, there are still areas in need of upgrades and improvements. Many did suggest nano being used as a public transport, which I think is a great innovative idea but for the future.