HOW FAR TATA NANOS PERFORMANCE DELIGHTED ITS TARGET CUSTOMER ABSTRACT There was a time when Two-wheeler

was a status symbol for all middle class family. But now in 21st century two-wheelers have been replaced with four-wheelers. The main contribution in making Indian middle class families to purchase a car is a combined effort of both credit facilitators and automobile manufacturers. Indian car market is growing with great pace. India has achieved a significant position in automobile market. Entrepreneurs always seek opportunities in the market and take calculated risks to grab those opportunities. Ratan Tata too explored an opportunity of smaller and inexpensive car segment, and also made it successful story for India. It was not so easy to execute this project. He faced a lot of problems while completing this project in Singhur. There was a huge political pressure to wind up the plant. But he made it after a lot of struggle and today we all are witness of this successful story. Now as we all know that Tata Nano has completed about three years in the market, it is the time when it becomes relevant to study its performance. Whether the customers are delighted with the performance of Tata Nano or not? And does the car fulfill all its credibility or not? KEYWORDS Expected performance, Delighted customers, target market, perceived risks