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Marketing Research Project

Marketing Research Project

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Published by: j_y_o_t_i on Jan 02, 2010
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Tata NANO’s P erception
Group N ame- “Nano- But NOT”
Group Members -
Research objective
To find out the perception of Tata’s NANO among the Young Generation Executivesstudying at IILM.2.
Research Design
Information Available
About Tata
Tata Motors Limited is India's largest automobile company. It is the leader by far incommercial vehicles in each segment, and the second largest in the passenger vehiclesmarket. The company is the world's fifth largest medium and heavy commercial vehiclemanufacturer, and the world's second largest medium and heavy bus manufacturer.Established in 1945, Tata Motors' presence indeed cuts across the length and breadth of India with over 4 million vehicles, since the first rolled out in 1954. The foundation of thecompany’s growth is a deep understanding of customer needs, and the ability to translatethem into customer-desired offerings through leading edge R&D.
About Tata NANO
Tata Motors has recently launched the Tata Nano – World’s Cheapest Car, priced at Rs.1,00,000. Ratan Tata, the chairman of Tata Group and Tata Motors, promised India to build the 'Worlds cheapest car' and now it done. It was define by the corporation as
comfortable, safe, all-weather car, high on fuel efficiency & low on emissions'.
Characteristics of NANOCheap:
It is the world cheapest car: 1 lakh for the standard model. Due to this, it is considered asthe “People’s car”.
Fuel-efficient engine:
Its mileage is 20km/litre. The luxury model has a diesel engine.
 Nano features feat with all safety requirements. The car contains a strong passengecompartment with crumple zones, intrusion-resistant doors, seat belts, strong seats,anchorages… It had passed a full frontal crash tests. Moreover, it’s a safer way of transport than motorcycles and rickshaws.
C omfortable:
 Nano has been conceived for four persons. Its space is adapted according to this. Four doors enable the entrance in the car. Seating space is generous and quite comfortable. It permits the driver to manoeuvre easily.Besides, the car will be available in two models:standard and deluxe.
According to Ratan Tata (chairman of Tata motor), Nano meet all current legislativeemission norms and could be upgraded to meet euro IV norms. It is less pollutant thantwo-wheelers being manufactured in India.
Both versions of Nano (standard and deluxe) will be available in several colours. Thecustomer will also have the possibility to choose additional accessories to adapt the car toits needs to make it look trendy and stylish.
Information Needs
Our marketing research problem is to find out how Tata Nano is perceived by potentialsconsumers. To discover Tata NANO’s perception we needed to know what respondentsthink about Tata Nano. We identified some characteristics as
rural, trendy, safety,ecological and trendy
which can define Tata Nano and respondents need to be asked if they agreed. We need to also know some information about whether the respondents perceive NANO as the car for 
young generation or people’s car or both
. Besides, theyneed to be questioned about
social class target
for Nano. They have to choose betweenupper class, upper middle class, middle class, lower middle class and lower class.Moreover, we identified the following criteria:
price and affordability, fuel efficiency,good design, quality, comfort, after safe services, Tata’s brand name
, as part of the

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