Nano

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ISSN No : 2230-7850
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Title:A STUDY ON CUSTOMER AWARENESS ABOUT TATA NANO CAR IN SOLAPUR CITY. Source:Indian
Streams Research Journal [2230-7850] SHIRISH BHOSALE yr:2012 vol:2 iss:11
INTRODUCTION TO STUDY-
Brand preference is the Selective demand for a company's brand rather than a product; the degree
to which consumers prefer one brand over another. In an attempt to build brand preference advertising, the
advertising must persuade a target audience to consider the advantages of a brand, often by building its
reputation as a long-established and trusted name in the industry. If the advertising is successful, the target
customer will choose the particular brand over other brands in.
This survey gives an insight of the automobile sector through Tata Motors Ltd. It basically helps
understanding the brand preference of consumers with regard to Tata Nano. It helps company to know what
are the basis on which a customer chooses a particular brand when he purchases a new Nano.
The Survey will help to learn about the growing Automobile Sector in India. The research will also
bring to light what all factors a customer considers at the time of purchase of a new Nano.
The Indian automotive industry has been facing new challenges due to the rapid changes taking
place during the last decade. This article discusses those challenges and initiatives taken by the government
to overcome them.
The Indian auto industry is changing rapidly. During the last decade, many international auto
manufacturers, either by themselves or in partnership with Indian companies, have started manufacturing
activities in India. The ancillary industries have also grown in tandem. The quality of production in small-
and medium-scale industries has improved to such an extent that they started exporting products to
international manufacturers. The major breakthrough of recent years is the unveiling of "Nano" by Tata
Motors during the auto expo 2007. This has received worldwide attention and proved that India can not only
design an automobile of international standards but also execute the project at a much lower cost through
innovative choice of components, materials, engine design etc.
These developments in the auto sector have given new confidence to everyone related to the auto
industry and specifically to the government which resulted in the announcement of the Auto Policy 2006-
2016 by the Ministry of Heavy Industries. According to the Auto Policy, the Indian auto sector is expected
to grow to US$ 216 billion by 2016 and add 2.5 million new jobs to the economy. Every year two to three
million people are expected to purchase new vehicles. Several million vehicles and components are
expected to be exported to both developed and developing nations. To achieve these goals, it is important
that the present GDP growth rate, which is more than 8 per cent, continues to remain at the same level for the
next 8-10 years. The government is also giving some concessions to the auto industry. To realize the above
growth predictions, it is important to overcome various challenges the industry is facing currently. Two of
Abstract:
The research was conducted to find out the perception of the mass towards
TATA Nano. The research was done completely for academic purpose for the course
Research Methodology. The Research's main objective was to find out the awareness
level, acceptance level towards NANO and the major factors affecting the purchase of
a small car like NANO.
A STUDY ON CUSTOMER AWARENESS ABOUT TATA
NANO CAR IN SOLAPUR CITY.
ORIGINAL ARTICLE
SHIRISH BHOSALE
Dept of Commerce
A.R.Burla Mahila Mahavidyalay, Solapur
Indian Streams Research Journal
Volume 2, Issue.11,Dec. 2012
ISSN:-2230-7850
Available online at www.isrj.net
the foremost challenges are the spiraling cost of fuel and the paucity of highly skilled manpower.
OBJECTIVE OF THE STUDY
1. To Study the various car models of Tata Motors.
2. To study the current status of Tata Nano in terms of sells.
3. To find out the awareness level about TATA NANO.
4. To know about factors affecting purchase decision of TATA NANO.
SCOPE OF THE STUDY
1.To understand the Customer awareness towards the growth of company.
2.To understand the complete process of customer awareness ?
3.To go through the various forms used by the company for their customer satisfaction needs.
4.To get a practical knowledge of the customer awareness.
5.To evaluate the effects and results of current policies, programmers, practices and activities.
LIMITATIONS OF THE STUDY:
The study is restricted in to Solapur city.
The study time is 2-3 months.
The data is collected from 50 persons.
RESEARCH METHODOLOGY : DEFINITION:
Methodology means a particular set of method used for collecting the data pertaining to the
objective of the project. It also involves analysis and interpretation of the same for finding out the solution
to the research problem as well as to take decision in the organization.
SOURCES OF DATA COLLECTION:
The research was carried out with the help of two types of data. In this research primary and
secondary data are collected as follows:
Primary Data:
Primary data for this research has been collected with the help of questionnaire which has been
circulated to respondents to get the information
Secondary data
Secondary data has been taken from the company booklet, information manuals, company
website etc. this has been used to know the history, profile and organization chart of the company.
The secondary data is the one which has already been collected by some else and which has
already been passed through the statistical process.
Research Design:
The study is based upon descriptive research which is best design to study public opinion, attitude
& behavior.
Sampling Procedure:
Sample Size: 50 Respondents Sample Area: Solapur City
A STUDY ON CUSTOMER AWARENESS ABOUT TATA NANO CAR IN SOLAPUR CITY.
Indian Streams Research Journal Volume 2 Issue 11 Dec 2012 2
DATA ANAYSIS AND INTERPRETATION
Q1. Do you have any four wheeler
Table no.1.
Interpretation:
1.76% of respondents are male.
2.24% of respondents are female.
Q.2 Which company four wheeler do you use?
Table no.2.
Gender No. of respondents Percentage
Male 38 76%
Female 12 24%
Total 50 100%

Opinions No. of respondents Percentage
Suzuki Maruti 7 14%
Tata 35 70%
Ford 4 8%
Hyundai 4 8%
Total 50 100%

Interpretation:
1. 14% of the respondents using mostly Suzuki Maruti.
2. 70% of the respondents using mostly Tata.
3. 8% of the respondents using mostly Ford.
4. 8% of the respondents using mostly Hyundai.
Q. 3. Do you know about Tata Nano car?
Table no.3.
Yes 40 80%
No 10 20%
Total 50 100%

Interpretation:
1.80% of respondents are known about Tata Nano car.
2.20% of respondents are not known about Tata Nano car.
Q.4 How do you come to know about Tata Nano car?
Table no.4.
Interpretation:
1. 30% of the respondents are known from Through Television.
2. 22% of the respondents are known from Through Friends.
3. 24% of the respondents are known from Through Newspapers.
4. 4% of the respondents are known from Through Magazines.
5. 20% of respondents are not known about Tata Nano car.
Q.5 Do you have Tata Nano car?
Through Television 15 30%
Through Friends 11 22%
Through Newspapers 12 24%
Through Magazines 2 4%
Cant say 10 20%
Total 50 100%

Table no.5.
Interpretation:
1.70% of respondents are having Tata Nano car.
2.30% of respondents are not having Tata Nano car.
Q.6 How Long you have been using Tata Nano car?
Table no.6.
Yes 35 70%
No 15 30%
Total 50 100%

2-3 years 0 0%
1 years 21 42%
First time user 14 28%
Cant say 15 30%
Total 50 100%

Interpretation:
1. The no one of respondents using from 2-3 years.
2. 42% of the respondents using from 1year.
3. 28% of the respondents using for a first time.
4. 30% of the respondents are not using Tata Nano car.
Q.7 which model of Tata Nano car do you use?
Table no.7.
Ac 23 46%
Non Ac 12 24%
Cant say 15 30%
Total 50 100%

Interpretation:
1.46% of respondents are using Ac model Tata Nano car.
2.24% of respondents are using Non Ac model Tata Nano car.
3.30% of respondents are not using Tata Nano car.
Q.8 Do you think that name 'Nano' justifies the product like car?
Table no.8.
Interpretation:
1.52% of respondents are think that name 'Nano' justifies the product like car
2.18% of respondents are don't think that name 'Nano' justifies the product like car.
Q.9Which color Tata Nano car you have purchased?
Table no.9
Yes 26 52%
No 9 18%
Cant say 15 30%
Total 50 100%

Red 3 6%
White 5 10%
Blue 8 16%
Silver 6 12%
Yellow 13 26%
Cant say 15 30%
Total 50 100%

Interpretation:
1. 6% of the respondents are purchased Red color Tata Nano car.
2. 10% of the respondents are purchased White color Tata Nano car.
3. 16% of the respondents are purchased Blue color Tata Nano car.
4. 12% of the respondents are purchased Silver color Tata Nano car.
5. 26% of respondents are purchased Yellow color Tata Nano car.
6. 30% of respondents are not using Tata Nano car.
Q.10 Which Nano car feature attracts you the most?
Table no.10.
Price 26 52%
Design 2 4%
Mileage 7 14%
Cant say 15 30%
Total 50 100%

Interpretation:
1. 52% of the respondents are Price feature attracts the most.
2. 4% of the respondents are Design feature attracts the most.
3. 14% of the respondents are Mileage feature attracts the most.
Q.11 What is you opinion about price of Tata Nano car?
Table no.11.
Interpretation:
1. 50% of the respondents are saying that fully justified price of Tata Nano car.
2. 10% of the respondents are saying that Excess price of Tata Nano car.
3. 10% of the respondents are saying that less than its value price of Tata Nano car.
Q.12Are you convinced with its fuel efficiency?
Table no.12.
Fully justified 25 50%
Excess 5 10%
Less than its value 5 10%
Cant say 15 30%
Total 50 100%

Yes 28 56%
No 7 14%
Cant say 15 30%
Total 50 100%

Interpretation:
1.56% of respondents are convinced with its fuel efficiency.
2.14% of respondents are not convinced with its fuel efficiency.
Q.13 Whether maintenance facilities are provided by Tata Nano car?
Table no.13.
Yes 28 56%
No 7 14%
Cant say 15 30%
Total 50 100%

Interpretation:
1.56% of respondents are getting maintenance facilities from Tata Nano car.
2.14% of respondents are not getting maintenance facilities from Tata Nano car.
Q.14 For which purpose would you like to use Tata Nano car?
Table no.14.
Interpretation:
1.24% of the respondents are using for family purpose.
2.12% of the respondents are using for Friends purpose.
3.18% of the respondents are using for Personal purpose.
4.16% of the respondents are using for f official purpose.
Q.15 What you think about mileage of Tata Nano car?
Family 12 24%
Friends 6 12%
Personal 9 18%
official 8 16%
Cant say 15 30%
Total 50 100%

Table no.15.
Interpretation:
1. 30% of the respondents are saying that Very Good mileage of Tata Nano car.
2. 38% of the respondents are saying that Average mileage of Tata Nano car.
3. 2% of the respondents are saying that Poor mileage Tata Nano car.
Q.16 Do you think that Tata Nano is a dream car of yours?
Table no.16.
Very Good 15 30%
Average 19 38%
Poor 1 2%
Cant say 15 30%
Total 50 100%

Yes 23 46%
No 12 24%
Cant say 15 30%
Total 50 100%

Interpretation:
1.46% of respondents are thinking that Tata Nano is a dream car.
2.24% of respondents are not thinking that Tata Nano is a dream car.
Q.17 Would you like to switch our to another competitive car in the market?
Table no.17.
Yes 22 44%
No 13 26%
Cant say 15 30%
Total 50 100%

Interpretation:
1.44% of respondents are like to switch our to another competitive car in the market.
2.26% of respondents are not like to switch our to another competitive car in the market.
Q.18 Which Factor do you consider satisfied the most?
Table no.15.
Interpretation:
1. 38% of the respondents are considering Feature Factor satisfied the most.
2. 8 of the respondents are considering Low in maintenance Factor satisfied the most.
3. 20% of the respondents are considering Looks Factor satisfied the most.
4. 4%% of the respondents are considering after sales services Factor satisfied the most.
Q.19 Do you have liking for Tata Nano
Feature 19 38%
Low in maintenance 4 8%
Looks 10 20%
After sales services 2 4%
Cant say 15 30%
Total 50 100%

Table no.19.
Interpretation:
1. 16% of the respondents are like Very much Tata Nano car.
2. 32% of the respondents are like Average Tata Nano car.
3. 22% of the respondents are like Neutral Tata Nano car.
Q.20 Are you satisfied with Tata Nano Car?
Table no.20.
Very Much 8 16%
Average 16 32%
Neutral 11 22%
Cant say 15 30%
Total 50 100%

Yes 26 52%
No 9 18%
Cant say 15 30%
Total 50 100%

Interpretation:
1.52% of respondents are satisfied with Tata Nano Car.
2.18 of respondents are not satisfied with Tata Nano Car.
FINDINGS AND OBSERVATIONS:
FINDINGS
1.With the help of survey it can be said that 76% of respondents who own Nano are males.
2.70% of the total respondents are using Tata Nano car. And other respondents are using cars of Suzuki
Maruti, Ford, and Hyundai.
3.80% of respondents have awareness about Tata Nano car.
5.46% of respondents are using AC model Tata Nano car.
6.52% of respondents think that the name 'Nano' justifies the product like car
7.16% of the respondents have purchased Blue color Tata Nano car and26% of respondents have purchased
Yellow color Tata Nano car
The yellow and blue color is preferred by most of the respondents.
8.52% of the respondents are mostly attracted to Nano Because of it's price.
9.46% of respondents think that Tata Nano is a dream car.
10.52% of respondents are satisfied with Tata Nano Car.
CONCLUSIONS AND SUGGESTIONS
Conclusion
1.The awareness level of Tata Nano car is high among the respondents.
2.The majority of respondents are using Tata Nano car.
3.The product name Nano justifies the product.
4.AC model is preferred by the various respondents
5.The price & mileage feature attracts the respondents.
6.The respondents are satisfied with the features and looks of Tata Nano car
SUGGESTION
1.Tata Nano car makes noise when it runs so that company can overcome the problem of noise of car
2.There is absence of power steering in Tata Nano car.
3.Tata Nano car run on Petrol but some of respondents are in need of a car that runs on diesel.
BIBLIOGRAPHY
1) Marketing Management: By Philip Kotler
2) Research Methodology : By Dr. P. M. Herakar
3) Research Methodology : By Dr. C. R. Kothari
4) Web site : www.Google.com.
www.tatanano.com
www.Wikipedia.com
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