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To know about factors affecting purchase decision of NANO. To know acceptance level of people in NCR. To know how purchase decision of NANO. varies from different
Income group.
For this project customer research was carried out at various area of NCR. In this customer research, I learnt about different types of customers perception about TATAs NANO in NCR.
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 19th 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.
Excellence: We must constantly strive to achieve the highest possible standards in our dayto-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.
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
ENERGY:
POWER
Tata BP Solar India
Tata Power
Subsidiaries / associates / joint ventures: Tata Ceramics, Tata Power Trading, North Delhi Power Limited
CHEMICALS:
PHARMA
Advinus Therapeutics
SERVICES:
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:
COMMUNICATIONS
Tata Sky Tata Teleservices Subsidiaries / associates / joint ventures: Tata Teleservices (Maharashtra) Tata Communications Tata net
INDUSTRIAL AUTOMATION
Nelco 9
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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
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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.
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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. .
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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.
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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.
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.
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
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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
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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.
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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 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
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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.
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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.
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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.
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styling from the engineering and aesthetic points of view, virtual prototyping to check for design acceptability and feasibility of manufacture.
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. ."
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TATA NANO - THE LITTLE CAR THAT MIGHT CHANGE THE WORLD
TECH SPECS:
Length Width Height To seat Engine Power Position Boot Fuel Fuel injection Fuel consumption AC Passenger side mirror Power steering Price Tyres Body Safety features Suspension : 3.1 m : 1.5 m : 1.6 m :4 : 643cc, 2-cylinder, all-aluminum : 33 BHP : Engine, battery at rear end : In front : Petrol : MPFI : 20 kmpl. : Only in deluxe version : No : No : $2500 at dealer + VAT + transport cost. Base version approximate on-road price: $3000 : Tubeless tyres. : All-steel : Crumple zones, intrusion-resistant doors, seat belts, 2 A-Pillars : Independent front and rear
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Seldom do we see cars that rewrite the history books even before they are seen running around on the roads. And hardly ever do we see cars that vow to put the nation on four wheels. The Tata Nano is one such car a car that has been in the news for quite a few years, for reasons good and evil. Nano is a car which has breathed into life due to one man. Give credit to Mr. Ratan Tata for his determination to build a low cost family car that has come true, finally! Took long it did, but the Nano came in a beautiful form. Touted as worlds cheapest car by a far cry, Nano has been the talk of the town around the globe. Head honchos of big organizations have been pouring in by numbers to have a look at this engineering masterpiece. We bring you some interesting bits.
Looks:
Numbers Length Width Height Wheelbase Ground Clearance 180mm You will be wondering why I am talking about the dimensions of the Nano, since all of you know that it is a rather compact and tiny machine. It is because I have good reason to talk about the dimensions. You see, the Nano is going to be faced with Maruti 800 as its main rival. But you could throw in the Alto and Zen Estilo to mark out some design and packaging aspects. Just to get things in perspective, Nano is over 230mm shorter than 800 in overall length but the wheelbase advantage of 155mm over the offering from Maruti makes sure that the Nano is more accommodating than the 800. Tata has managed to squeeze out a 60mm advantage in width and Maruti 800 falls short of about 100mm in height. So in essence, you get more legroom, better shoulder room and room more than enough for a turban, if you wear one! But before you enter inside, you are bound to gape in admiration at the beautifully crafted curves of this micro car. I personally feel that the front has a lot of Zen Estilo written on it, but manages to look really funky and cool. The mono-volume design establishes a sea of change from the two-box layout of the 800. What it ensures the Nano with is extremely short overhangs and tight packaging. For a car of this size and image, the Nano is an extremely sexy looking car with futuristic design cues. The 2230mm. first. 3100mm 1500mm 1600mm
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bonnet line is steep and unites together with the bumper in a seamless way. Though there is no grille per se, the front has a smiling look which accentuates the happy feeling. The fog lamps are incorporated in the bumper which has a distinct air dam running across in between them. In profile, the Nano resembles Mitsubishis latest small car i. The rear of the Nano is somewhat recognizable. The tail lamps are inspired from elder sister, Indica. So this is a very compact hatchback, yes? No my friend, you are massively wrong. Even I was dumbfounded when I discovered that the Nano cannot be called a hatchback a word so true to the way the small cars are. The reason for this is because it does not have a hatch! The tail gate cannot be opened owing to it being joined together with the boot sill. This makes accessing the engine a pain in the bottom. But a hatchback it will be called still. The back side of the Nano is made attractive by the mid mounted exhaust pipe which peeps out of the aggressively designed bumper.
The Nano is disruptive tech - make no mistake. The world's car manufacturers have expressed all shades of opinion in the run-up to the Tata Nano. Suzuki has said that it is impossible V W said it is not what they want to do. DaimlerChrysler said they think it is an important market Tata is trying to tap. There was no way Tata could design a car the conventional way. So went at it on a clean slate. And seems to have pulled it off. The rear engined car will have a small boot for luggage storage in the front. In the process of developing the Nano, Tata Motors has added 40 patents to its kitty.
Environmental Impact
In India, a car like this can crowd the streets, forcing the government to improve infrastructure - and as the evolution of the Western industrial society demonstrates, affordable cars can be a major force for change. But till that happens, this is a car that can seriously crowd the streets and make life a bit tougher in the short-term.
The car will have a two-cylinder 624-cc petrol engine with 33 bhp of power.
It will also have a 30-litre fuel tank and four-speed manual gearshift. The car will come with air conditioning in the deluxe version, but will have no power steering. I know, that's pathetic power by American and Western standards. But Indian maximum legal speeds are way lower
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than them - and Tata Motors anyway claims that the car is as fast as the Maruti 800, India's original People's Car that changed things a couple decades back. And there are a million or more of them on the streets of India already. The car will have front disk and rear drum brakes. The company claims mileage of 22 kmpl in city and 26 kmpl on highway. The $ 2500 is the dealer price - the actual price on the road might be approx Rs. $3000. The car would be commercially launched in the second half of 2008 and would be produced at the Singur plant in West Bengal. The car launched is being avidly watched by the auto industry around the world. As attractive as the Nano is on the outside, the same cannot be said for the interior. The plastics feel cheap and it is here that you begin to feel the concern towards the price that Tata was aiming at. The rudimentary knobs and switches point towards the use of materials which would be better off in tractors twenty years old! Dreary and uninspiring by any measure, thats what one can say about the interior quality and looks. What impressed me though was the layout. Spacious and functional, the dashboard has a curved look which can prove beneficial when it comes to storing items. The Chevy Spark started it for the small cars and the Nano continues on what seems to be the current trend. The instrument binnacle is mid-mounted and the centre console has a swooping form which houses all the important knobs and air con vents. Speakers for the audio system have been incorporated on the rear bench just under the seat area. The speedo is calibrated to a top whack of 120kmph though we shall reserve our statements on that till we test the car thoroughly. Cash saving activity has gone a bit too far with the sun visor, theres only one! Please Tata, please, have mercy on the people who will sit on the passenger seat, only to find no sun visor to protect their skin from sun or no vanity mirror for women (men too, going by the current fashion!) to put the make-up on. The centre console, forming a crest in the middle of the dash, can be worrisome if you happen to be as tall as Rajpal Yadav. The seats have integrated head restraints, like in the hugely popular, Hyundai i10. Yes the Nano will be deprived of a lot of creature comforts but to satisfy your salivating mouth, Tata will offer the top end version with air con, power windows and power steering. This car is destined to be exported too, so provision for ABS and airbags will also be there for sure. The floor mounted four-speed gearbox wasnt smooth as silk but would give the 800 something to take inspiration from. Roominess is what this compact car from Tata is all about. Four average sized Indians will find themselves enjoying their ride.
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SAFETY
Passes crash tests. Side impact test yet to be done, but Tata is confident about it. It has 2 Apillars on one side to better meet safety norms. No airbags. Airbags are still not a required feature in India. But you have crumple zones, intrusion-resistant doors, seatbelts and anchorages. A four wheeler is safe than a scooter. So to begin with, the huge two wheeler population of India gains a safety benefit. But will it pass the safety requirements of a large car or even a high technology compact? Unlikely. But that is not the objective - it is to improve the safety of four-member families like this one that rides scooters and at risk every day. And so here it is. If Tata Motors is right, we could be witnessing a serious disruptive force and one that might kick-start India on to a high growth path. Successful mass market mobility does that to a country.
MECHANICALS:
Everyone, and it does not discount the motoring journos, expected the One Lakh Car to have a plastic body. But boy did Tata play it big there! Contrary to everyones belief, the Nano is a metal-bodied car with four full-blown doors to ease the ingress and egress. This is a uni-body construction but makes use of a sub-frame which adds to the strength in addition to providing support for drive train and suspension units. The suspension has a story of its own altogether! Well, Tata engineers said that since the rear-biased weight distribution led to some scary moments while testing the car, they had to optimize the suspension setup and add a fair amount of other eccentric but equally helpful technical add-ons like fatter rear tyre while the battery box and fuel tank are placed right underneath the arse of front occupants. The engine is what has been the buzz word around the car. It is an all-aluminum two cylinder engine displacing 624cc with two valves per cylinder driven by a single overhead camshaft. The bore and stroke are nearly similar giving it a square form. Making the Nano move will be the power of 33 horses which will peak out at 5500rpm while 48Nm of turning force will be supplied at a meager 2500rpm which should help the drivability of the car. The Nano will transmit its small amount of power via a 4-speed cable operated gearbox with the fourth being an overdriven ratio. Tata is working on developing an automatic gearbox as well but that will
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not be available when the car gets launched later this year. In addition to the 624cc petrol engine, the Indian auto giant might also bring out a common-rail diesel engine (700cc) which might be of the same architecture as the one seen on Tata Ace. As it was famous, Tatas One Lakh Car will not exactly be that. Not a one lakh rupee car it will be. The base version, when it will come to a parking halt will see you shed close to 1.2lakh while the one which will sit in between with some necessary creature comforts will be priced in the vicinity of 1.5lakh. The top end might retail for close to 2.0lakh, we speculate.
Quick Specs:
Price Engine Power Torque Gearbox Top Speed Fuel Efficiency: Length Width Height Wheelbase Ground Clearance Fuel Tank Capacity Kerb Weight : : : : : : : 15lt. 600kg. : : : : : : 1.2lakh onwards 624cc, in-line, twin-cylinder 34PS@5500rpm 48Nm@2500rpm 4-speed manual, Cable operated 95-100kmph (Speculated) 20kmpl (claimed) 3100mm 1500mm 1600mm 2230mm 180mm
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This study would be useful for companies to know what people perceive and thinking about Small Fight that is NANO. This study would be useful to other students as a secondary data.
This study would be useful to form strategies according to perception of people about NANO.
To know the consumer perception on NANO car. To find out the Acceptance level of people. To find out the awareness level about NANO car. To know about factors affecting purchase decision of NANO. To know how purchase decision of NANO.varies from different Income group.
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SECONDARY : The secondary date has been collected from the following modes:
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
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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.
SAMPLING SIZE:
Total sample size is 300 .The following sample size according to area wise is as follows: Bani park, C-scheme Rajapark Vaishali Nagar Chandpole Pratap Nagar Bapu Nagar Tilak Nagar
SAMPLING PROCEDURE :
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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.
FIELD WORK:
I have collected the data through medium called questionaire collecting the responses from 300 people in all. I had done my field work in the following area. Bani park,Cscheme,Rajapark,Vaishali Nagar,,Chandpole,Pratap Nagar,Bapu Nagar,Tilak Nagar 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.
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TOTAL Graph : 1
100%
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245
81.67 55 18.33
MALE FEMALE
FREQUENCY
PERCENTAGE
The above mention graph which clearly states that out of 300 respondents , 245 are Male and 55 respondents are Female .
Graph : 2
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AGE
150 160 140 120 100 80 60 40 20 0 100 18--30 30--50 Above 50
50 33
50 17
FREQUENCY
PERCENTAGE
There are more customers in the age group of 30-50 and 18-30 covered under this study. Percentage wise graph has given here.
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TOTAL
300
100%
Graph : 3
119 80 66 35 39.66 29.66 22 5000-10000 10000-15000 15000-20000 Above 20000
120 100 80 60 40 20 0
11.66
FREQUENCY
PERCENTAGE
Table : 4 OCCUPATION :
NO. Govt. Employee Pvt. Employee Business man Professional FREQUENCY 95 80 39 51 37 PERCENTAGE 31.66 26.66 13.00 17.00
09 16 11 300
Graph : 4
100 90 80 70 60 50 40 30 20 10 0
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17 3 5 3.66
PERCENTAGE
Govt. Employee Pvt. Employee Business Man Professional House Wife Student Retired
OCCUPATION
I have tried to cover all the people from different sectors. Here in my study there are more no of Govt. and Pvt. sector Employee covered than other sector.
SECTION 2
Table : 5
Showing Ratio of Respondents having Two Wheeler. No. Yes FREQUENCY 275 38 PERCENTAGE 91.66
No TOTAL
25 300
8.33 100%
Graph : 5
275
Yes No
FREQUENCY
From the above I analyze the No. of people having vehicle. There are about 92% of people having vehicle and only 8.33% of respondents do not having any vehicle.
If yes than specify. Type of Vehicle Two Wheeler Four Wheeler Any other TOTAL FREQUENCY 210 54 11 275 PERCENTAGE 76.36 19.63 4.0 100%
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The above graph shows that mostly respondents who covers under my study having Two Wheeler with 76.36% and it is followed by respondents whore having Four Wheeler with 19.63% and lastly with 4% of respondents who are having vehicle other than two wheeler or Four Wheeler.
Table : 6
Showing willingness of respondents to purchase of Rs. 1 Lakh car.
No Yes No
FREQUENCY 225 75 40
TOTAL
300
100%
Graph : 6
75
75 25 YES NO
The above graph shows that out of 300 respondents 225 respondents with 75% like to purchase Rs. 1 Lakh car and only 75 respondents with 25% do not want to purchase Rs. 1 Lakh car.
Table : 7
Showing Awareness level of NANO.
PERCENTAGE 100
No TOTAL
0 300
100%
Graph : 7
300
YES NO
Table : 8
Showing the perception of respondents about NANO
No
FREQUENCY
PERCENTAGE
42
Yes No TOTAL
272 28 300
Graph : 8
272
YES NO
FREQUENCY
HYPOTHESES
Ho: Preference for The NANO is independent to income. H1: Preference for The NANO is dependent on income.
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= 5%
PREFERENCE YES NO
TOTAL
Rejection criteria =
Ho is rejected if calculated X2cal is > X2 tab Here calculated X2 = 23.7 & X2 tab (3,0.05) = 7.815 So, Ho is rejected. So here I can conclude that preference for NANO is dependent on income of respondents.
Table : 9
Showing respondents perception to purchase NANO within 1 to 2 year.
No
FREQUENCY
PERCENTAGE
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213 77 10 300
Graph : 9
250 200 150 100 50 0 77 10 FREQUENCY 71 25.66 3.33 PERCENTAGE YES NO CAN'T SAY 213
Table : 10
Perception of Respondents about model of NANO.
PERCENTAGE 54.33
45
137 300
45.66 100%
Graph : 10
180 160 140 120 100 80 60 40 20 0 163 137
54.33
45.66
Standard Deluxe
FREQUENCY
PERCENTAGE
Table : 11
Perception of respondents regarding mileage (21 kmph) of NANO
PERCENTAGE 62.33
92 21 300
Graph : 11
187
FREQUENCY
Ranking of attributes about NANO in order to preference given by respondents , while buying NANO
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4 TOTAL
25 300
8.33 100
Graph : 12.1
ATTRIBUTES RANKING BRAND RANK, 4, 8.33%
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Graph : 12.2
ATTRIBUTES RANKING
RANK, 2, 31.66%
Table : 12.3 (SHAPE/DESIGN) RANK 1 2 3 4 5 FREQUENCY 31 27 10 44 188 PERCENTAGE 10.33 9.0 3.33 14.66 62.66
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TOTAL
300
100
Graph 12.3
ATTRIBUTES RANKING
RANK, 5, 62.66%
RANK, 1, 10.33%
RANK, 2, 9%
RANK, 4, 14.66%
RANK, 3, 3.33%
1 2 3 4 5
50
TOTAL
300
100
Graph : 12.4
ATTRIBUTES RANKING
RANK, 1, 8.33% RANK, 2, 5.66% RANK, 3, 44%
RANK, 5, 15.66%
1 2 3 4 5
RANK, 4, 26.33%
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5 TOTAL
65 300
21.66 100
Graph 12.5
ATTRIBUTES RANKING
RANK, 5, 21.66%
1 2 3 4 5
RANK, 4, 50.66%
Table : 12
Perception about NANO on Second hand car No Yes FREQUENCY 267 PERCENTAGE 89.00
52
No TOTAL
33 300
11.00 100%
Graph : 12
267
89 33 11 PERCENTAGE
YES NO
FREQUENCY
Table : 13
Showing Reason to like NANO on second hand car
PERCENTAGE 48.00
96 45 15 300
Graph : 13
144 96 45 15 48
Its New Mileage Running cost Good Looks
32 15 5
FREQUENCY PERCENTAGE
Why do you prefer a NANO to a second hand car ?
Out of 300 respondents 144 respondent would like to purchase NANO instead of second hand car because its New and of course due to its new entry in to the market with 48%, where as 96 respondent prefer mileage is the main reason while selecting between second hand car and NANO with 32% it is followed by 45 respondents with 15% would like to with prefer NANO instead of second hand car due to its better Running cost, finally 15 respondents would like to go for NANO due to its Good looks with 5%.
This study will be limited to only some areas of NCR It is only for short period of time.
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RESULTS
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 NCR and they would also like to go for NANO.
I have found that all the respondents of NCR 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 NCR.
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 its 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 itll surely helpful to attract 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.
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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 NCR.
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During my study I done a project on perception of people on NANO car in NCR. 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 NCR, 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 NCR 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 NCR. It can be also benefited to the TATA MOTERS as I had mention all the likes and dislikes of the respondents in my Study.
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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 . 5) Country analysis 1997 A framework to identify and evaluate the national business environment Harward business review. 6) Benson P Shapiro V Kasturi Rangan , john J. svioula , (Aug. 2004 ) staple your self to an order Harward business unit review , July Aug. 2004 7) Derrel k. Rigby, Fredrick f reichheld, Philip schefter,(Feb - 2002) avoid the four perils of CRM Harward business review.
1. MAGAZINES A) OUTLOOK BUSINESS (9TH FEB, 2008) B) BUSINESS STANDART (18TH FEB, 2008) C) 4PS OF BUSINESS AND MARKETING (28TH MARCH, 2008) INTERNET :
http://www.tatamotors.com
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QUESTIONNAIRE
Questionnaire
This questionnaire is a part of grand project, the study of PERCEPTION OF PEOPLE ON NANO CAR (NCR), by Surendra kr. kumawat, a final year student of PGDM. (BLS Institute of Management GZB)
SECTION I
PERSONAL DETAIL Name:______________________________________________________________________ Sex : Age : Male 18 30 30 - 50 Female Above 50
Profession:
Govt. Employee
Pvt. Sector Employee
Businessman Professional Any other _______________ 10,000 Rs. 15000 Rs. Above 20,000 Rs.
Student Monthly Income : 5,000 - 10,000 Rs. 15,000 20,000 Rs. Family Members:___________________
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SECTION II
(1) Do you have any Vehicle? Yes If Yes than Specify, Two Wheeler Any other_____________ Four Wheeler No
(2) Would you like to go for Rs. 1lakh car ? Yes (3) Would You like to buy TATA nano? Yes (4) Are you aware of Tatas NANO car? Yes No No No
(5) Do You like the Tatas Rs. 1 Lakh car The NANO ? Yes No
(6) Do you plan to buy a NANO in the next 1 to 2 year ? Yes Cant say (7)Which model would you go for ? Deluxe (with AC) Standard (without AC) No
(8) What do you think of its mileage of 21KM/Litre ? Very Good & reason to buy Not enough
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Good enough for small town (9) Rank following attributes of in order to preference given by you, while buying NANO Brand Name Shape/Design Safety Affordability Comfort (10) Would you like to buy a second hand car instead of NANO? Yes No
(11) Why do you prefer a NANO to a second hand car? Its new Running Costs Mileage Good looks
(12) Do you think that it is suitable for long drive? Yes No (13) Do you think that Purchase decision of NANO will affects your status? Yes No
(15)Do you think that it will get overwhelming response from Indian people? Yes No
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(16) Do you really think that it is a right time to roll out nano in Indian Market? Yes No
(17) Do you think nano was victim of dirty Indian politics? Yes No (18) Do you think that nano issue will be put up in coming lok sabha election? Yes No (19) Do you think that nano will cause traffic jam? Yes No
Place.. Date...
Sign..
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