PROJECT TATANANO IDENTIFYING CUSTOMER PERCEPTION

Sunil dahiya Rohit jaiswal Prayag chawla Karan Srivastava Amarjot singh

Made by:

Research Objectives, Methodology& TG Profile

A quantitative research has been undertaken amongst the Car consumers to understand following things: Expectation from brand Tata Quality of product expected from brand Tata Satisfaction level Likelihood of buying Tata Nano in future or recommending Source of information Factors Strengths & weakness of Tata Nano Difference in perception if Nano was launched by other brand Methodology : Quantitative study, using a structured close - ended Questionnaire TG Profile : Mix of Males and Females Have at least 1 car

DETAILED FINDINGS
A. B. C. D. E. F. G. H. I. J. PROFILE CAR & BRAND OWNERSHIP FACTORS CONSIDERED IN DECISION MAKING MARKET POSITIONING OF BRAND EXPECTATION FROM BRAND SOURCE OF INFORMATION SATISFACTION LEVEL STRENGTHS & WEAKNESS COMPARISON WITH OTHER BRANDS INTENTION TO BUYAND RECOMMEND

A. PROFILE
TOTAL SAMPLE: 20
All figs in %

Respondent Profile: Males, 18-24 years of age (75%)

Base: 20

B. CAR OWNERSHIP

All figs in %

Respondent Profile: 40% own

single car only

Base: 20

BRAND OWNERSHIP
All figs in %

Respondents Profile: Maruti& Hyundai owners form the majority base.

car

Base: 20

MODEL OWNERSHIP
All figs in %

Respondents Profile: Santro, Swift and Honda city car owners form the majority base.

Base: 20

C. FACTORS CONSIDERED IN DECISION MAKING

MOST IMPORTANT FACTORS

chase factors
Looks

Fuel Economy

Space/Comfort

Cost

COST IS THE MOST IMPORTANT FACTOR WHEN DECIDING ON THE CAR .

Base: 20 figs in All

FACTORS CONSIDERED IN DECISION MAKING

IMPORTANT BUT NOT ESSENTIAL

chase Factors
Overall

Quick service and instant delivery

Performance

Value

for money

Base: 20

OVERALL IS THE LEAST IMPORTANT FACTOR WHEN DECIDING ON THE CAR .

All figs in

D. MARKET POSITIONING OF BRAND

Majority of the respondent find perceive Tata as Car brand

Base: 20

E. EXPECTATION FROM TATA

More than half of the respondent expect somewhat good product from Tata brand

Base: 20

F. SOURCE OF INFORMATION
All figs in %

Informed through an advertisement work as the strongest source towards imparting knowledge about Tata Nano

Base: 20

G. SATISFACTION LEVEL WITH TATA NANO

Half of the respondents are extremely satisfied and another half of them are neutral towards Tata Nano

Base: 2

H. STRENGTH OF TATA NANO

In terms of strength there is a equal split between SPACE INSIDE THE CAR & COST

Base: 20

WEAKNESS OF TATA NANO

In terms of weakness AFTER SALE SERVICE is ruling

Base: 20

I. COMPARISON WITH OTHER BRAND

More than half of the respondents feel that if Nano was launched by another brand then it would not have made any difference
Base: 3

All figs in %

Equal split between all the reasons stated by the respondents

Base: 20

J. INTENTION TO RECOMMEND & VISIT IN FUTURE

BUYING TATA NANO IN FUTURE
All figs in %

0% show high likelihood to buy in future and more than half of the respondents are sure that they will not buy it

Base: 18

INTENTION TO BUY& RECOMMEND

RECOMMEND TATA NANO TO OTHERS
All figs in %

0% show high likelihood to buy in future and more than 40% of the respondents say it with confidence that they will not recommend it

Base: 18

CONCLUSIONS

KEY TAKE OUTS

Majority of respondents are males and lies in age group of 18-24yrs 80% respondents has less than 2 cars in the family In the race of Brands Maruti and Hyundai are ruling whereas in the race of model Santro is the winner When it comes to deciding on buying car then cost is the most important factor and overall is the moderate. Majority of respondent perceive Tata as a brand of Cars despite of the fact that Tata is dealing into many other sectors also when Nano was launched media hyped it a lot and due to that every child knew about it which leads to Informed through advertisement as only source of information for respondent None of the respondent expect a bad product from Tata whereas only 30% expect the product to be very good When it comes to satisfaction level with Tata nano then its not going to be disappointment for the Brand as respondent are satisfied with the car.

KEY TAKE OUTS

The biggest USP of the Nano is also the biggest strength of the car i.e. Cost. Space inside the car is also sharing the equal percentage In terms of weakness After sale service and reinsurance are ruling More than half of the respondents are satisfied with the brand Tata coming up with such a venture whereas only 100 people feel that it would have been better if Nano was launched by other brand Intention of buying and recommending Tata Nano is very less and intention of not buying is very high

FACTORS VS. STRENGTH VS. WEAKNESS

All the needed Factors are Strengths of Tata Nano