Survey-Analysis TataNANO

Notes
This is the data sheet for Tata Nano brand audit

The way we have taken up is created two different surveys one for Tata Nano and the other for Nano. The motivation behind do
A Q1 - A Q15 and A Q16 - A Q34 are sheets in which Nano is analyzed
Similarly B Q1 - B Q15 and B Q16 - B Q34 are sheets in which TATA Nano is analyzed
Cons Orig is the sheet containing all the data we collected for both surveys
Cons Modify is the sheet in which we modified the collected data to make sense out of it.
Cons Q1 - Q15 and Cons Q16 - Q34 are the consolidation of both the surveys for the questions we asked.
Group Participants
Arvind R
Bhuvana R
Chandreshekar S
Manoj K
Varkey
Nano. The motivation behind doing so was the check if TATA has any role to play in Nano's success or failure.
Q1
Unique Brands of Car Option-1
Chevrolet Beat 0
Chevrolet Spark 0
Chevrolet U-VA 0
Ford Figo 1
Honda Brio 1
Honda City 0
Hyundai Eon 0
Hyundai i10 4
Hyundai i20 1
Hyundai Santro 1
Mahindra Reva 0
Maruti 800 1
Maruti Alto 14
Maruti Ritz 0
Maruti Suzuki 0
Maruti Swift 2
Maruti WagonR 0
Maruti Zen 0
Nissan Sunny 0
Renault Pulse 0
Tata Indica 0
Tata Nano 5
Volkswagen Beetle 0
Volkswagen Polo 0
% of people recalling Tata Nano in option #1, #2, #3 16.66667

% of people recalling Tata Nano overall 20
Q2
Number of people who had Nano as an option 17
Of those people how many thought Nano was the cheapest car 15
% of people who correctly identified Tata Nano as the cheapest car 113.3333
Q3
Brand Count
No Ad 13
Honda Amaze 0
Honda Brio 0
Hyudai i10 0
Hyundai i10 4
Hyundai i20 1
Hyundai Santro 0
Maruti Alto 5
Maruti Ritz 0
Maruti Wagon R 1
Maruti Zen 1
Tata Indica 0
Tata Nano 3
Volkswagen Polo 0
% of respondents who recollected a Tata Nano Ad among the people who recollected an Ad 20
Q4
Number of respondents who were able to correctly answer 11
% of respondents who were able to associate "Art in Motion" with Nano
Q5
% of respondents who were able to associate "Aapki Khushiyon ki Chabi" with Nano 41.93548
Q6
Number of respondents who were able to correctly answer the "Aapki Khushiyon ki Chabi" question 9
% of respondents who were able to associate "Aapki Khushiyon ki Chabi" with Nano 36
Q7
Number of respondents who were able to identify the cutout of Nano 14
% of respondents who correctly answered the question 50
Q8
Category Value
Very unfavorable 1
2 2
3 3
4 4
5 5
6 6
Very favorable 7
Mean score 3.515152

Std Deviation 1.938447
Q9
Category Value
Not at all 1
2 2
3 3
4 4
5 5
6 6
Very much so 7
Mean score 2.848485

Q10
Category Value
Not at all 1
2 2
3 3
4 4
5 5
6 6
Very much so 7
Mean score 2.545455

Q11
Category Value
Not at all 1
2 2
3 3
4 4
5 5
6 6
Very much so 7
Mean score 2.96875

Q12
Category Value
Not at all 1
2 2
3 3
4 4
5 5
6 6
Very much so 7
Mean score 2.580645
Q13
Hyundai Eon 8
Chevorlet Beat 7
Chevorlet Spark 2
Maruti 800 1
Maruti Alto 9
Q14
Category Value
Not at all 1
2 2
3 3
4 4
5 5
6 6
Extremely so 7
Mean score 3.333333

Q15
Category Value
Not at all 1
2 2
3 3
4 4
5 5
6 6
Extremely so 7
Mean score 3.060606

Option-1 Option-1
1 2
1 1
0 0
2 3
1 1
0 0
1 0
10 3
1 0
0 0
0 0
0 0
6 3
0 0
0 0
1 1
0 0
0 1
0 0
0 0
1 1
3 9
0 0
0 2
10.71429 33.33333
Count
6
6
8
1
2
10
0
Count
11
9
2
2
3
6
0
Count
16
1
6
4
4
2
0
Count
10
6
4
4
3
5
0
Count
12
5
5
4
3
2
0
Count
6
3
7
9
7
1
0
Count
7
6
6
8
4
2
0
Q16
Extremely Unappealing
2
3
4
5
6
Extremely Appealing
Mean score
Std Deviation
Q17
Not Stylish
2
3
4
5
6
Very Stylish
Mean score
Std Deviation
Q18
Q19
Q20
Unmarried
Married
Married w/ kids
Elderly
EXPECTED DATA under assumption of independence between marital status and purchase of a Nano car
Unmarried
Married
Married w/ kids
Elderly
P(Chi Sq > Observed)=

Implies marital status does NOT impact choice of purchase
Q21
Buying their first vehicle
Upgrading from a 2 wheeler
Buying their 2nd car


Implies reason of purchase does NOT impact choice of purchase
Q22
Emotions
Warmth
Fun
Excitement
Sense of security
Sense of social approval
Self-Respect
Pride
Irritation
Style
Economy
Confident
Disappointment
Joy
Love
Satisfaction
Shame
Q23
Emotion
Warmth
Fun
Excitement
Sense of security
Self-Respect
Pride
Irritation
Style
Economy
Confident
Disappointment
Joy
Love
Satisfaction
Shame
Q24
Category
Strongly disagree
Disagree
Neutral
Agree
Strongly agree
Mean
Std Dev
Q25
Category
Strongly disagree
Disagree
Neutral
Agree
Strongly agree
Mean
Std Dev
Q26
Category
Strongly disagree
Disagree
Neutral
Agree
Strongly agree
Mean
Std Dev
Q27
Category
Strongly disagree
Disagree
Neutral
Agree
Strongly agree
Mean
Std Dev
Q28
Category
Strongly disagree
Disagree
Neutral
Agree
Strongly agree
Mean
Std Dev
Q29
Category
Strongly disagree
Disagree
Neutral
Agree
Strongly agree
Mean
Std Dev
Q30
Category
Strongly disagree
Disagree
Neutral
Agree
Strongly agree
Mean
Std Dev
Q31
Category
Strongly disagree
Disagree
Neutral
Agree
Strongly agree
Mean
Std Dev
Q32
Excitement
carefree
spirited
youthful
Sincerity
genuine
kind
family-oriented
thoughtful
Ruggedness
rough
tough
outdoors
athletic
Competence
successful
accomplished
influential
a leader
Sophistication
elegant
prestigious
pretentious
Q33
Chi-Square to test dependence of gender and brand recall using response to Q1
Gender / Recall
Male
Female
Marginals
EXPECTED DATA under assumption of independence between gender and recall
Gender / Recall
Male
Female

Implies GENDER does NOT impact brand recall
Chi-Square to test dependence of gender and brand recognition using response to Q5

Gender / Recognition
Male
Female
Marginals
Male
Female

Implies GENDER does NOT impact brand recognition

Male
Female
Marginals
Male
Female

Q34
Chi-Square to test dependence of age and brand recall using response to Q1
Age / Recall
21-30
31-40
41-50
51-60
over 60
Marginals
Age / Recall
21-30
31-40
41-50
51-60
over 60
Marginals

Implies AGE does NOT impact brand recall

Age / Recognition
21-30
31-40
41-50
51-60
over 60
Marginals
Age / Recognition
21-30
31-40
41-50
51-60
over 60
Marginals
Implies AGE does NOT impact brand recognition

Age / Recognition
21-30
31-40
41-50
51-60
over 60
Marginals
Age / Recognition
21-30
31-40
41-50
51-60
over 60
Marginals

1 10
2 6
3 7
4 2
5 4
6 4
7 0
2.878788
1.763476
1 12
2 7
3 4
4 4
5 3
6 3
7 0
2.636364
1.710595
6
5
4
12
9
9
9
9
0.087497 is NOT less than benchmark 0.05
8
12
7
12
12
12
Count
4
1
1
10
6
4
7
1
2
22
6
1
1
1
11
1
Count
1
10
5
2
2
2
4
2
4
18
0
3
4
3
5
2
Value Count
1 6
2 3
3 12
4 4
5 2
2.740741
1.195909
Value Count
1 5
2 7
3 8
4 6
5 1
2.666667
1.143544
Value Count
1 4
2 5
3 12
4 5
5 0
2.692308
0.970329
Value Count
1 5
2 5
3 13
4 3
5 0
2.538462
0.947872
Value Count
1 5
2 6
3 12
4 4
5 0
2.555556
0.974022
Value Count
1 4
2 5
3 11
4 5
5 0
2.68
0.988264
Value Count
1 4
2 4
3 14
4 4
5 0
2.692308
0.928191
Value Count
1 3
2 5
3 11
4 6
5 1
2.884615
1.032547
4
3
5
7
1
7
4
10
4
0
0
0
0
1
2
1
1
3
4
0
2
1
1
YES NO Marginals
10 10 20
4 2 6
14 12 26
YES NO Marginals
10.76923 9.230769 20
3.230769 2.769231 6
14 12 26
YES NO Marginals
9 11 20
4 3 7
13 14 27
YES NO Marginals
9.62963 10.37037 20
3.37037 3.62963 7
13 14 27
YES NO Marginals
11 9 20
3 4 7
14 13 27
YES NO Marginals
10.37037 9.62963 20
3.62963 3.37037 7
14 13 27
YES NO Marginals
12 8 20
2 3 5
0 1 1
0 0 0
0 0 0
14 12 26
YES NO Marginals
10.76923 9.230769 20
2.692308 2.307692 5
0.538462 0.461538 1
0 0 0
0 0 0
14 12 26
0.395118 is GREATER than benchmark 0.05
YES NO Marginals
11 9 20
1 5 6
1 0 1
0 0 0
0 0 0
13 14 27
YES NO Marginals
9.62963 10.37037 20
2.888889 3.111111 6
0.481481 0.518519 1
0 0 0
0 0 0
13 14 27
YES NO Marginals
12 8 20
2 4 6
0 1 1
0 0 0
0 0 0
14 13 27
YES NO Marginals
10.37037 9.62963 20
3.111111 2.888889 6
0.518519 0.481481 1
0 0 0
0 0 0
14 13 27

Q1
Unique Brands of Car Option-1 Option-1 Option-1
Chevrolet Beat 0 2 4
Chevrolet Spark 0 0 2
Chevrolet U-VA 0 1 0
Ford Figo 1 0 1
Honda Brio 1 0 4
Honda City 1 0 1
Hyundai Eon 0 1 1
Hyundai i10 1 1 2
Hyundai i20 0 3 0
Hyundai Santro 5 13 4
Mahindra Reva 0 0 1
Maruti 800 2 3 1
Maruti Alto 18 5 4
Maruti Ritz 0 0 2
Maruti Suzuki 0 1 0
Maruti Swift 3 1 3
Maruti WagonR 0 1 0
Maruti Zen 1 2 0
Nissan Sunny 0 0 1
Renault Pulse 0 0 1
Tata Indica 1 2 7
Tata Nano 4 2 1
Volkswagen Beetle 1 0 0
Volkswagen Polo 1 2 0
% of people recalling Tata Nano in option #1, #2, #3 10 5 2.5

% of people recalling Tata Nano overall 5.833333
Q2
Of those people how many thought Nano was the cheapest 7
% of people who correctly identified Tata Nano as the chea 100
Q3
Brand Count
No Ad 12
Honda Amaze 1
Honda Brio 2
Hyudai i10 1
Hyundai i10 2
Hyundai i20 1
Hyundai Santro 3
Maruti Alto 5
Maruti Ritz 1
Maruti Wagon R 1
Maruti Zen 1
Tata Indica 1
Tata Nano 8
Volkswagen Polo 1
% of respondents who recollected a Tata Nano Ad among t28.57143
Q4
% of respondents who were able to associate "Art in Motion" with Nano
Q5
% of respondents who were able to associate "Aapki Khush 42.5
Q6
% of respondents who were able to associate "Aapki Khush48.64865
Q7
Number of respondents who were able to identify the cutou 25
% of respondents who correctly answered the question 64.10256
Q8
Category Value Count
Very unfavorable 1 4
2 2 7
3 3 8
4 4 10
5 5 6
6 6 1
Very favorable 7 0
Mean score 3.277778

Q9
Not at all 1 11
2 2 9
3 3 6
4 4 6
5 5 1
6 6 2
Very much so 7 1
Mean score 2.638889

Q10
Not at all 1 22
2 2 2
3 3 5
4 4 6
5 5 0
6 6 0
Very much so 7 1
Mean score 2
Q11
Not at all 1 10
2 2 6
3 3 8
4 4 8
5 5 3
6 6 1
Very much so 7 0
Mean score 2.75

Q12
Not at all 1 10
2 2 6
3 3 8
4 4 5
5 5 5
6 6 2
Very much so 7 0
Mean score 2.861111
Q13
Hyundai Eon 13
Chevorlet Beat 7
Chevorlet Spark 2
Maruti 800 3
Maruti Alto 11
Q14
Not at all 1 2
2 2 7
3 3 7
4 4 11
5 5 8
6 6 1
Extremely so 7 0
Mean score 3.527778

Q15
Not at all 1 3
2 2 7
3 3 11
4 4 9
5 5 4
6 6 2
Extremely so 7 0
Mean score 3.277778

Q16
Extremely Unappealing
2
3
4
5
6
Extremely Appealing
Mean score
Std Deviation
Q17
Not Stylish
2
3
4
5
6
Very Stylish
Mean score
Std Deviation
Q18
Q19
Q20
Unmarried
Married
Married w/ kids
Elderly
Unmarried
Married
Married w/ kids
Elderly

Q21


Q22
Emotions
Warmth
Fun
Excitement
Sense of security
Self-Respect
Pride
Irritation
Style
Economy
Confident
Disappointment
Joy
Love
Satisfaction
Shame
Q23
Emotion
Warmth
Fun
Excitement
Sense of security
Self-Respect
Pride
Irritation
Style
Economy
Confident
Disappointment
Joy
Love
Satisfaction
Shame
Q24
Category
Strongly disagree
Disagree
Neutral
Agree
Strongly agree
Mean
Std Dev
Q25
Category
Strongly disagree
Disagree
Neutral
Agree
Strongly agree
Mean
Std Dev
Q26
Category
Strongly disagree
Disagree
Neutral
Agree
Strongly agree
Mean
Std Dev
Q27
Category
Strongly disagree
Disagree
Neutral
Agree
Strongly agree
Mean
Std Dev
Q28
Category
Strongly disagree
Disagree
Neutral
Agree
Strongly agree
Mean
Std Dev
Q29
Category
Strongly disagree
Disagree
Neutral
Agree
Strongly agree
Mean
Std Dev
Q30
Category
Strongly disagree
Disagree
Neutral
Agree
Strongly agree
Mean
Std Dev
Q31
Category
Strongly disagree
Disagree
Neutral
Agree
Strongly agree
Mean
Std Dev
Q32
Excitement
carefree
spirited
youthful
Sincerity
genuine
kind
family-oriented
thoughtful
Ruggedness
rough
tough
outdoors
athletic
Competence
successful
accomplished
influential
a leader
Sophistication
elegant
prestigious
pretentious
Q33
Gender / Recall
Male
Female
Marginals
Gender / Recall
Male
Female


Male
Female
Marginals
Male
Female


Male
Female
Marginals
Male
Female

Q34
Age / Recall
21-30
31-40
41-50
51-60
over 60
Marginals
Age / Recall
21-30
31-40
41-50
51-60
over 60
Marginals

Implies AGE does impact brand recall

Age / Recognition
21-30
31-40
41-50
51-60
over 60
Marginals
Age / Recognition
21-30
31-40
41-50
51-60
over 60
Marginals

Age / Recognition
21-30
31-40
41-50
51-60
over 60
Marginals
Age / Recognition
21-30
31-40
41-50
51-60
over 60
Marginals

1 3
2 8
3 6
4 7
5 10
6 2
7 0
3.527778
1.463579
1 3
2 12
3 3
4 9
5 6
6 3
7 0
3.333333
1.511858
9
8
8
11
9
9
9
9
11
11
14
12
12
12
Count
14
3
2
15
9
9
13
3
3
25
7
2
3
3
11
3
Count
4
7
1
2
1
3
4
5
2
23
2
9
5
3
6
7
Value Count
1 11
2 11
3 14
4 0
5 0
2.083333
0.840918
Value Count
1 9
2 9
3 13
4 5
5 0
2.388889
1.021981
Value Count
1 10
2 9
3 14
4 3
5 0
2.277778
0.974272
Value Count
1 14
2 11
3 11
4 0
5 0
1.916667
0.840918
Value Count
1 12
2 12
3 10
4 2
5 0
2.055556
0.924104
Value Count
1 12
2 11
3 7
4 6
5 0
2.194444
1.090726
Value Count
1 8
2 14
3 11
4 3
5 0
2.25
0.906327
Value Count
1 8
2 7
3 15
4 6
5 0
2.527778
1.027789
1
4
3
9
7
9
2
13
4
1
1
0
1
1
3
1
2
1
0
0
3
0
7
YES NO Marginals
6 25 31
1 4 5
7 29 36
YES NO Marginals
6.027778 24.97222 31
0.972222 4.027778 5
7 29 36
YES NO Marginals
15 16 31
2 3 5
17 19 36
YES NO Marginals
14.63889 16.36111 31
2.361111 2.638889 5
17 19 36
YES NO Marginals
20 11 31
4 1 5
24 12 36
YES NO Marginals
20.66667 10.33333 31
3.333333 1.666667 5
24 12 36
YES NO Marginals
0 20 20
5 9 14
1 0 1
1 0 1
0 0 0
7 29 36
YES NO Marginals
3.888889 16.11111 20
2.722222 11.27778 14
0.194444 0.805556 1
0.194444 0.805556 1
0 0 0
7 29 36
0.00145 is LESS than benchmark 0.05
YES NO Marginals
10 10 20
6 8 14
0 1 1
1 0 1
0 0 0
17 19 36
YES NO Marginals
9.444444 10.55556 20
6.611111 7.388889 14
0.472222 0.527778 1
0.472222 0.527778 1
0 0 0
17 19 36
YES NO Marginals
12 8 20
11 3 14
1 0 1
0 1 1
0 0 0
24 12 36
YES NO Marginals
13.33333 6.666667 20
9.333333 4.666667 14
0.666667 0.333333 1
0.666667 0.333333 1
0 0 0
24 12 36

Q1
Which brands of car on the Indian roads come to your mind when
RespondentID you think of small cars?
a b c
2596591785 maruti hyundai ford

2594552428 Maruthi Alto Tata nano
2594301097 maruthi GM VW
2594235066 Nano Maruti Hyundai
2593557453 Tata Maruti Honda

2593457423 Hyundai I 10 Swift Figo
2593418555 Maruti Ford Hundyi
2593349675 Maruti Hyundai Ford

2593349459 honda hyundai maruti
2593343608 maruti 800 alto spark
2593340498 hundai maruti tata
2592882846 Alto Nano Zen

2592179720 b b b
2590957472 Maruti Hyundai Tata
2590847159 Swift i10 alto
2588974226 Nano Maruti Innova

2588605495 Maruthi Hyundai Tata
2588521252 Maruti Alto Hyundai i20 Toyota Etios

2588465263 Maruthi 800 Hyundai i10 Nano
2588462873 maruti hyundai tata
2588454529 Hyundai (Santro) Maruti (800) Tata (Nano)
2588444217 i10 Wagon R Alto
2588433531 tata nano honda brio chevrolet beat
2588423038 Hyundai i20 Ford Figo Maruti Swift

2588378196 Hyundai Maruti Chevrolet
2588337457 Maruti Spark Nano
2588336979 Maruti Tata Hyundai
2588272887 swift nano getz
2588103132 Ford Figo facelift Maruti Suzuki Alto 800 Tata Nano
And for some reason
2587251511 Nano Eon polo
2587247613 b b b
2593358974 Maruti Hyundai Reva
2593349659 Maruti Hyundai Ford
2592729904 Maruti Hyundai Cheverolet
2592714325 Hyundai Maruti Suzuki Chevrolet
2592178113 Maruti Suzuki 800 Maruti Suzuki Zen Maruti Suzuki Swift
2592168601 i10 swift ritz
2591443060 Maruti Hyundai Honda
2591412858 Nano Zen Maruti 800
2591211669 nano alto eon

2591156968 Alto EON Nano
2590910216 Swift i20 Honda City
2590762594 Suzuki Hyundai Tata
2590753977 Maruti hyundai tata
2590653243 hyundai maruti suzuki Chevrolet
2589469345 Maruti Suzuki Tata motors Chevrolet
2589285267 Swift Maruti 800 Alto
2589282325 Alto Nano Ritz

2589276478 zen alto brio
2589121984 maruti hyundai nissan
2589104833 brio i20 i10
2588550680 nano maruti 800 chevorlet spark

2588530470 Alto Santro Indica
2588503123 Figo Polo Brio

2588481086 Santro U-VA Chevrolet Alto
2588362868 Swift, Alto i10, i20 Santro
2588315744 Hundai Maruti Tata

2588314966 Nano maruthi 800 spark
2588240726 tata maruti suzuki hyundai
2588182661 Volkswagon Polo Hyundai Santro Maruti Swift
2587368394 Honda City Maruti WagonR Hyundai i10
2587334528 maruti 800 nano alto
2587321270 maruti chevrolet
2587220850 Volkswagen Beetle Chevrolet Beat Renault Pulse

2590747024 Maruti Hyundai Honda
2588853681 hyundai volkswagon maruti suzuki
2588485660 Alto i20 Swift
2588306284 Maruti Tata Hundai

First 33 are Nano survey result. Next 40 are Tata Nano survey result.
Q2 Q3
Can you describe any interesting

Can you arrange the above brands in the increasing order of their advertisement of any small car
price? brand that you recall?
a b c
maruti ford hyundai india comes home in a maruti

Tata Nano Maruthi Alto none
Maruti Nano Hyundai

"Kitna deti hai" ad from Maruthi is a
perfect one as it targets middle
Tata Maruti Honda class .
I 10 Figo Swift
Family Car suitable for samll family

and easy to drive in conjusted
Ford Hundayi Maruti traffics on roads of India
Maruti Ford Hyundai Kitna Detha hai by Maruti Suzuki

honda hyundai maruti no
alto .. lets go .. based on car's
maruti 800 alto spark mileage
Maruti wagon r, intelligent people
Hundai Tata Maruti drive wagon r
Nano Alto Zen
shahrukh khan driving abt in

Tata Maruti Hyundai hyundai
swift - bunty & babli movie; i10 -
alto swift i10 shahrukh khan ad
Tata Maruti Hyundai Nope
Nano Maruti Innova Not able to

Tata Maruthi Hyundai
Dont know Chevrolet beat ad

Nano Hyundai i10 Maruthi 800 Maruthi Zen Estilo's Ad was good
none of the small car ads were very
tata maruti hyundai interesting
Tata (Nano) Maruti (800) Hyundai (Santro) The tea ad of Tata Nano
Alto Wagon R i10 Let's go - Alto

Maruti's ad depecting fuel effieceny.
Tata Maruti Hyundai Tagline " Kitna deti hai"
tata nano chevrolet beat honda brio tata nano girl waiting for daddy
Swift i20 figo i20 ad

Maruti Hyundai Chevrolet Sharukh Advertisement with i10
Spark advertised about the free
service offer and low maintenance
Nano Maruti Spark cost
Hyundai Tata Maruti Service centre even at Leh - Maruti
i10. ordinary guy turns into shah

nano getz swift rukh everytime he gets into an i10.
Maruti Alto No one can resist but

Ford Figo facelift Maruti Suzuki Alto 800 Tata Nano say Lets Go
Nano Eon Polo Nope

b b b b
Reva Maruti Hyundai
Maruti Ford Hyundai Kitna Detha hai by Maruti Suzuki
Maruti Hyundai Cheverolet Honda Brio
Chevrolet Maruti Suzuki Hyundai Hyundai Santro
maruti tata hyundai tata nano
tata maruti hyundai tata
Maruti Suzuki 800 Maruti Suzuki Zen Maruti Suzuki Swift India Goes Home in a Maruti
i10 ritz swift i10 - Do you like me or the car?
Maruti Hyundai Honda
Nano Maruti 800 Zen Nope
One ad showed a small car but lot
of people coming out indicating that
nano alto eon it is roomy
Nano EON ALTO Nano
Honda City i20 Swift more car per car
Hyundai Suzuki Tata Wagon R with Madhavan
maruti hyundai tata Maruti Ritz - comfort inside
maruti suzuki chevrolet hyundai didn't find anything that interesting
i10 advertisement: Shahrukh goes

to an i10 expo and asks if he can go
for a ride with her (Car) and a lady
comes and says she wont go out
Tata motors Chevrolet Maruti Suzuki without her(the lady) accompanying
None-Actually real bad

communications have been seen in
Indian Car segment by trying more
of cognitive messages or by using
associations using celebrity alone
Maruti 800 Alto Swift with no congruence,,,
a small girl in a town welcoming the
Nano Alto Ritz yellow nano as it comes
alto zen brio no
maruti hyundai nissan
Tata Maruti Hyundai India comes home in a Maruti
i10 brio i20 i20 parking on terrace
the yellow nano in a rural
nano maruti chevorlet spark environment
Alto Santro Indica Alto - Lets go
The old Zen estillo ad. The 'Little
Brio Figo Polo boxes' song.
Alto Santro U-VA santro .
Alto i10 i20 Brio - Loves you back
Tata Nano - Khushiyon ki Chaabi
Tata Maruti Hundai ad is good
Nano Spark Maruthi 800 Nana
tata maruti suzuki hyundai
Swift Santro Polo NIil
Maruti WagonR Hyundai i10 Honda City Hyundai i10
nano 800 alto none that i can recall right now
maruti chevrolet maruti alto
I like the Looks of Volkswagen

..very Stylish ..thats all .I haven't
Renault Pulse -5.55 Chevorlet Beat - 5,96,84Volkswagen Beetle - 21,followed any Ad in the recent past .
Maruti Hyundai Honda Amaze
Volkswagon hyundai maruti suzuki no
Alto Swift i20 Santro Zing shahrukh khan ad
Ghar Ghar main ho aisi car jo
Tata Maruti Hundai dekhe use ho jaye pyar
Q4 Q5 Q6
Which car brand

To which car brand comes to your mind
would you associate when you hear Aapki
"Art in Motion"? Khushiyon ki Chabi? Can you idenitfy the brand of cars associated with these taglines ?
b. Aapki Khushiyon
a. The sunshine car ki chaabi?
no idea no idea maruti

Nano none none none
VW fiat tata nano fiat
Hyundai Maruthi no no
Tata Nano Tata Nano Hyundi Tata Nano
Wolkswagon Maruti Wolkswagon
Not a clue Tata Nano Santro Tata Nano
honda/toyota tata nano hyundai santro Tata Nano
Nano Maruti
Zen Nano Santro Nano
dont know dont know hyundai? dont know
hyundai? maruti santro maruti
- - Nissan
Nano Nano
Tata Nano Tata Nano Santro Tata Nano
Tata Nano Nano Santro Nano

Rolls Royce Honda Jazz Cheverlot Beat Honda Jazz
honda maruti hyundai no idea
Tata Tata Hyundai Santro Tata Nano
Nano Nano Santro Nano
BMW Nano Santro Nano
tata nano tata nano santro tata nano
Tata Nano Tato Nano Hyndai Santro Tato Nano

None Hyundai nissan spark
Tata Nano Tata Nano Hyundai Santro Tata Nano
Jaguar - - -
Ford figo Tata nano Hyundai Santro Tata nano

Rolls Royce and
Bentley Wtf does that mean? I10? No idea
Not sure Nano Hyundai Nano

Not a clue Tata Nano Santro Tata Nano
Tata Nano Tata Nano Santro Tata Nano
Honda Nano Santro Nano
hyundai tata nano tata nano
maruti maruti i10 alto
Nano Maruti Beetle Nano
Hyundai nano beat nano
No idea Maruti Nano Maruti
No idea No idea - -
blank blank - -
None None NO EON
Don't Know Don't know i10 Don't Know
Fiat Hyundai Hyundai i10 Hyundai eon
maruti Tata Tata nano
volkswagen hyundai nissan hyundai
don't know nano santro xing? nano
Beatle Nano santro Nano
do not know do not know No No

jazz nano nano nano
NA Hyundai i10 Santro
Nano? Not Sure - but looks lik Hyundai i10 Not Sure
noidea nano i10 nano
cant recollect nano nano nano

Zen Estilo Zen Estilo alto Zen Eltilo
Punto Nano Santro nano

swift nano santro nano
don't know Nano Santro Nano
can't remember Tata Nano can't remember Tata Nano

Nano Nano Nano Nano
dont know dont know
Volkswagen Polo Nil Hyundai Santro NIL
Honda City Honda City Tata Nano Honda City
not sure nano??
Rolls Royce Mercedes Benz no no
Mini Cooper don't know Hundai Santro no idea :(

? ? ? ?
dont know dont know dont know dont know
Benz maruti dont know maruti

Q6 Q7 Q8 Q9
How favorable is your

Which car comes to attitude towards Given a chance,
your mind when you TATA NANO as a would you intend to
s associated with these taglines ? see this cutout below Brand? buy a TATA NANO?
c. Lets go
nano 3 2
Indigo Hyundai i10
alto nano 6 6
I20 I20 Very Favourable Very much so
Maruti Alto Tata Nano 6 6
Nano 2 Not at all
A-Star 6 Very much so
Maruti alto Nano 3 2
alto Nano 2 Not at all
Zen Santro 6 5
dont know dont know 5 4
alto nano 6 6
Maruti Tata Nano & the Matiz 3 Not at all
Nano 4 4
Alto Tata Nano 6 2
Maruti Alto 3 2
Alto Maruthi 800 Very Favourable 5
i10 spark 2 Not at all
Maruti Alto Tata Nano Very Favourable 5
Alto Matiz 5 3
Alto Nano 3 2
maruti alto tata nano Very Favourable Very much so
Daewoo Matiz 3 2
i10 Spark 2 2
Hyundai Tata Nano 3 2
- alto 2 Not at all
Maruti Alto Tata Nano 2 2
Alto, eda u had it!!! Matiz 3 3
Alto Nano Very unfavourable Not at all

Not a clue A-Star 6 Very much so
Toyota Tata Indica 2 2
Alto Nano 3 3
alto nano 4 4
alto Alto 800 2 2
Alto Nano Very unfavourable Not at all
i10 beat 3 3
Alto Nano 5 4
- Nano 4 2
hyundai? some hyundai car 3 2

ALTO NANO 5 5
Alto Nano 3 2
Maruti Suzuki Alto Indica 4 2
Alto Tata nano 3 Not at all
alto Spark 2 Not at all
don't know nano 4 3
Alto Nani 5 6
No Nano 3 Not at all

alto nano 2 Not at all
Alto Nano 4 4
Alto Nano 3 Not at all
alto zen 2 2
maruti alto Spark 4 4

Alto Tata Nano 5 6

alto nano 4 2
can't remember Tata Nano 5 3

Nano nano 4 4
santro 4 3
Nil Mahindra e20 5 2
Hyundai i10 tata nano Very unfavourable Not at all
alto nano 4 4
Alto nano 3 3
nope Chevrolet Beat Very unfavourable Not at all

Alto Nano
dont know santro
hundai shevertlay
Q10 Q11 Q12 Q13
If you are owner of In cars, how well

TATA NANO, how I would recommend does TATA NANO Which brand would
well does it satisfy TATA NANO to score over other you prefer over TATA
your need? others. comparable cars? NANO?
Response
3 2 2 Maruti 800
Chevorlet Beat
4 Strongly agree 3 Hyundai Eon
5 6 4 Maruti Alto
Not at all 2 Very poorly Maruti Alto
Very much so 6 5 Maruti Alto
3 2 Very poorly Hyundai Eon
2 2 Chevorlet Beat
4 4 4 Maruti Alto
4 4 4 Hyundai Eon
3 6 5 Chevorlet Beat
Strongly disagree Very poorly Hyundai Eon
5 4 4 Maruti Alto
4 4 3 Hyundai Eon
4 3 3 Maruti Alto
5 5 6 Chevorlet Spark
5 5 Hyundai Eon
Not at all 3 2 Maruti Alto
Very much so Strongly agree Very well Chevorlet Beat
Hyundai Eon
3 3 3 Maruti Alto
3 2 Very poorly Chevorlet Spark
2 2 2 Maruti Alto
Very poorly Chevorlet Beat

Very much so 6 5 Maruti Alto
3 Strongly disagree 4 Chevorlet Beat
4 3 Hyundai Eon
2 2 Maruti Alto
4 3 4 Chevorlet Spark
4 5 6 Hyundai Eon
4 4 2 Maruti Alto
2 2 Maruti 800
5 Chevorlet Beat
2 2 2 Maruti Alto
3 4 5 Maruti Alto
3 2 Hyundai Eon
2 Chevorlet Beat
4 3 3 Maruti Alto
5 Hyundai Eon
3 4 Hyundai Eon
Not at all Strongly disagree Very poorly Maruti Alto
4 4 3 Maruti Alto
Not at all Strongly disagree Very poorly Hyundai Eon
Not at all Strongly disagree Very poorly Hyundai Eon
4 5 Chevorlet Spark
5 Maruti Alto
3 Very poorly Hyundai Eon

Not at all 3 3 Chevorlet Beat
3 2 3 Hyundai Eon
5 6 Hyundai Eon
4 4 4 Maruti 800
4 4 Maruti Alto
3 4 3 Maruti Alto
3 3 Maruti 800
Not at all Strongly disagree Very poorly Chevorlet Beat

Q14 Q15 Q16
To what extent do To what extent do

you agree/disagree you agree/disagree
with the following with the following
statements about statement about
TATA NANO? TATA NANO?
Product is Product is of Good TATA NANO is
Trustworthy quality unappealing appealing
Other (please
specify)
3 2
4 4
5 4 Extremely appealing
5 5 6
2 2 2
4 5 4
3 2 2
5 5 2
4 4 5
4 4 5
5 6 6
i10 5 Not at all 3
5 4 2
Maruti Swift 4 3 3
5 5 3
4 4 5
2 2 Extremely unappealing
4 4 4
4 3 5
3 2 3
honda brio Extremely so Extremely so Extremely appealing
3 3 2
3 3 2
4 4 3
3 3 Extremely unappealing
Ford Figo 2 2 3
Reva 3 3 3
2 3 2
4 4 5
3 4 2
4 3 5
5 5 5
4 3 3
2 2 2
3 3 3
5 5 5
4 4 4
2 2 5
4 Not at all 5
4 4 5
3 3 5
6 4 2
4 2
4 4 3
Different segment..sudn' 5 6 6
4 4 3
Not at all Not at all Extremely unappealing
3 3 4
Volkswagon Polo 4 3 2
2 2 2
5 5 5
5 5 6
2 2 2
5 4 3
i10 2 2 4
5 6 5
4 3 4
5 4 4
Aveo U-va 3 3 4
2 2 2
3 3 4
3 3 3
Not at all Not at all Extremely unappealing

Q17 Q18 Q19 Q20
What comes to your

mind when you hear
TATA NANO? Eg. Which words would Which kind of people
TATA NANO is Small car, Indian, you use to describe would want to
Not stylish Stylish value for money TATA NANO? purchase NANO?
2 tata small (d) elderly
(a) Unmarried
Small car, easy to drive
Very Stylish in traffic Very Cute, Affordable (b) married
Great Car for a less

price Affordable (c) married with Kids
3 No No waste of money (d) elderly
4 Daily Commutance (b) married
2 value for money Ugly (d) elderly
2 cheap budget car (d) elderly

Small car, good price Small car, good price
point, cannot be used point, cannot be used
on highway / long on highway / long
4 distance travel so well distance travel so well (b) married
5 Small car tiny (a) Unmarried
6 Indian cute, easy to drive (d) elderly
Not stylish small car tata, small, auto (a) Unmarried
2 indian small car (d) elderly

5 Affordable Compact (a) Unmarried
3 Small and cheap (d) elderly

Car made for Indian
4 conditons Good attempt (c) married with Kids
small, indian, tata,
Not stylish indian economical (c) married with Kids
Great Mileage and Compact, Valuable,

4 Value for money Sleek (b) married
5 small small (d) elderly
2 Ultra small car Very small car (b) married
Very Stylish small cute (c) married with Kids
Affordable car with

3 Indian, Affordable limited driver leg space (a) Unmarried
2 Future Auto NANO (d) elderly
2 Small car Congested (d) elderly
Not stylish poor mans car excuse for a car (d) elderly
For need it comes first

as "Necessity is the
3 Value for Money mother of invention" (d) elderly
Not stylish Cheap skate Bad design (a) Unmarried
3 Value for Money Cheap (b) married

4 Daily Commutance (b) married
2 Good and affordable for Affordable, Conveniently(d) elderly
5 Small Car Compact (d) elderly
4 small car small (a) Unmarried
2 (a) Unmarried
2 VFM Small Car (a) Unmarried
2 Indian, low cost but made poorl (b) married
5 India's smallest car India's smallest car (a) Unmarried
5 Small indian car small (b) married
5 small, cheap indian car small, cheap indian car (c) married with Kids
5 Small Cute car Cute (b) married
2 Small Car Not for me (c) married with Kids
4 Small Car Small, Basic, Unreached(d) elderly
2 Auto rikshaw Made for small towns (d) elderly
cheapest car auto rickshaw (a) Unmarried
3 value for money Car version of auto rick (d) elderly
4 Indian Engineering, PrideSmall, (c) married with Kids
3 Indian, frugal engineeri upgrade from a motor bi (b) married

Not stylish cheAP cheap and lowquality (c) married with Kids
4 Tata small (b) married
Not stylish Cheap Car Closed Auto (c) married with Kids
2 auto none (d) elderly
6 small car, value for mon cute (d) elderly

6 Value of money city car (a) Unmarried
2 Cheap A noble experiment gon (a) Unmarried

4 economy modified auto rickshaw (a) Unmarried
4 Cheap car Affordable (c) married with Kids
5 Small Car Value for Money (d) elderly

6 Small car & value for m Small (c) married with Kids
4 low price car (d) elderly
2 Value for Money Tailor Made for Indian (c) married with Kids
2 Value for money Miniature (a) Unmarried
4 low priced indian car small, ugly (d) elderly
2 small car congested, less power (b) married
2 waste of money A Four wheel Auto ricks (d) elderly

Q21
What category of people do you think would buy a

Nano?
Warmth Fun
(b) People upgrading from a 2 wheeler
(b) People buying their 2nd car
(b) People upgrading from a 2 wheeler Warmth
(a) People buying their first automobile(2 or 4 wheeler) Warmth Fun
(a) People buying their first automobile(2 or 4 wheeler)


(b) People buying their 2nd car Warmth



(a) People buying their first automobile(2 or 4 wheeler) Warmth




(a) People buying their first automobile(2 or 4 wheeler) Fun
(a) People buying their first automobile(2 or 4 wheeler) Warmth

Which emo
Sense of social
Excitement Sense of security approval Self-Respect
Self-Respect
Sense of security Self-Respect
Sense of security
Sense of social
approval
Excitement
Sense of security
Sense of social
Sense of security approval Self-Respect
Sense of security
Sense of social
Sense of security approval
Sense of security
Sense of security
Sense of security
Sense of social
approval Self-Respect
Sense of social
approval
Sense of security
Sense of social
approval
Sense of security Sense of social approval
Sense of social approvalSelf-Respect
Sense of security
Sense of security
Sense of security Sense of social approvalSelf-Respect

Excitement
Self-Respect
Excitement Sense of security Self-Respect

Sense of security

Sense of security
Sense of security
Q22
Which emotions does TATA as a brand bring out in you?
Pride Irritation Style Economy
Pride Economy
Irritation Economy
Economy
Economy
Economy
Pride Style Economy
Pride
Economy
Style Economy
Economy
Pride Economy
Pride Economy
Economy
Economy
Economy
Economy
Economy
Pride Economy
Pride Economy
Economy
Economy
Economy
Economy
Economy
Pride Economy
Economy
Economy
Economy
Pride Economy
Economy
Pride
Economy
Economy
Pride Economy
Pride Style Economy
Economy
Economy
Pride Economy
Pride
Irritation Economy
Pride Economy
Economy
Pride
Economy
Economy
Pride
Economy
Economy
Economy
Irritation
Pride Style Economy
Economy
Pride
Confident Disappointment Joy Love
Joy Love
Confident
Confident
Confident
Disappointment
Confident
Confident
Confident
Joy Love
Confident Joy
Confident
Confident
Confident
Disappointment
Love
Confident
Confident
Joy
Disappointment
Confident
Love
Satisfaction Shame Warmth Fun
Fun
Satisfaction Fun
Fun
Satisfaction
Satisfaction Fun
Satisfaction
Satisfaction
Fun
Fun
Satisfaction Fun
Satisfaction Fun
Satisfaction
Satisfaction Fun
Satisfaction

Fun
Warmth
Satisfaction
Satisfaction Fun
Satisfaction
Satisfaction
Shame
Warmth
Satisfaction
Shame
Satisfaction Fun
Satisfaction
Satisfaction Fun
Satisfaction Fun
Fun
Satisfaction
Warmth
Which emotions
Sense of social
Excitement Sense of security approval Self-Respect
Excitement
Excitement
Sense of security
Excitement
Self-Respect
Sense of social
approval
Sense of security
Excitement
Sense of social
approval Self-Respect
Excitement
Sense of security
Self-Respect
Excitement Self-Respect
Sense of security
Self-Respect
Q23
Which emotions does "TATA NANO" as a brand bring out in you?
Irritation
Style Economy
Pride Style Economy
Irritation Economy
Economy
Style Economy
Economy
Pride Economy
Economy
Economy
Economy
Economy
Economy
Economy
Pride Economy
Style Economy
Economy
Economy
Economy
Pride
Irritation Economy
Pride Style Economy
Economy
Economy
Economy
Irritation
Pride Economy
Economy
Economy
Economy
Economy
Economy
Economy
Irritation Economy
Economy
Pride
Economy
Irritation
Economy
Irritation
Economy
Style
Economy
Pride
Economy
Economy
Economy
Economy
Economy
Confident Disappointment Joy Love
Joy
Disappointment
Joy Love
Love
Love
Disappointment
Joy
Joy
Disappointment
Disappointment
Joy Love
Disappointment
Disappointment
Joy Love
Confident
Disappointment
Joy Love
Disappointment
Disappointment
Joy
Disappointment
Confident
Joy
Disappointment
Disappointment
Q24 Q25
How would you rate the follo
TATA NANO is one

I consider myself brand I would prefer
Satisfaction Shame loyal to TATA NANO. to buy or use.
Disagree Disagree
Disagree Disagree
Strongly agree Agree
Satisfaction Agree Neutral
Disagree Disagree
Satisfaction Shame Neutral Agree
Shame Strongly disagree Strongly disagree
Strongly disagree Strongly disagree
Satisfaction Neutral Neutral
Neutral Neutral
Agree Agree

Neutral Disagree
Neutral Disagree
Agree Neutral
Neutral Agree
Neutral Agree
Strongly agree Strongly agree
Neutral Neutral
Neutral Disagree
Strongly disagree Disagree
Agree Agree
Neutral Neutral
Shame Disagree Strongly disagree

Satisfaction Shame Neutral Agree
Satisfaction Disagree Disagree
Strongly disagree Neutral
Neutral Neutral
Neutral Neutral
Satisfaction Strongly disagree Agree
Neutral Neutral
Disagree Disagree
Disagree Agree
Shame Disagree Disagree
Disagree Agree
Shame Neutral Disagree
Disagree Disagree
Neutral Neutral
Disagree Strongly disagree

Disagree Disagree
Neutral Agree
Neutral Neutral

Neutral Disagree
Shame Disagree Disagree

Neutral Neutral
Disagree Neutral
Neutral Neutral

Q26 Q27 Q28 Q29
How would you rate the following statements, on a scale from 1 to 5, per the rating notation?
I feel as if I almost
I really identify with belong to a club with TATA NANO is a I really like to talk
people who own other users of TATA brand used by people about TATA NANO to
TATA NANO. NANO. like me. others.
Neutral Disagree Disagree Neutral
Disagree Disagree Disagree Disagree
Agree Agree Neutral Agree
Neutral Agree Neutral Neutral
Disagree Disagree
Neutral Neutral Agree Agree
Strongly disagree Strongly disagree Strongly disagree Strongly disagree
Neutral Neutral Neutral Neutral
Neutral Neutral Neutral Disagree
Agree Agree Neutral Agree
Strongly disagree Strongly disagree Strongly disagree Neutral

Agree Neutral Neutral Neutral

Agree Neutral Agree Agree
Disagree Disagree Neutral Neutral
Neutral Neutral Neutral
Disagree Disagree Neutral Disagree
Neutral Neutral Agree Neutral

Neutral Disagree Disagree Disagree
Neutral Neutral Disagree Disagree
Disagree Strongly disagree Disagree Strongly disagree
Agree Neutral Agree Agree
Neutral Neutral Strongly disagree

Neutral Strongly disagree Strongly disagree Strongly disagree
Disagree Strongly disagree Strongly disagree Strongly disagree
Disagree Strongly disagree Strongly disagree Strongly disagree

Neutral Neutral Disagree Agree
Disagree
Strongly disagree Disagree Disagree Disagree
Disagree Strongly disagree Strongly disagree Disagree
Disagree Disagree Disagree Neutral
Neutral Neutral Neutral Agree

Neutral Disagree Neutral Neutral


Strongly disagree Strongly disagree Neutral Agree
Disagree Disagree Disagree
Agree Neutral Neutral Neutral

Agree Disagree Neutral Agree
Disagree Strongly disagree Neutral Strongly disagree
Neutral Neutral Disagree Neutral
Agree Disagree Strongly disagree Disagree

Q30 Q31
ng notation?
I am/would be proud
to have others know I would recommend
that I use TATA TATA NANO to
NANO. others. Excitement carefree
Disagree Disagree Excitement
Agree Agree Excitement
Neutral Agree Excitement
Agree Agree
Neutral Neutral carefree
Disagree Neutral
Agree Agree Excitement
Neutral Disagree
Neutral Neutral
Neutral Neutral
Neutral Neutral
Neutral Agree
Neutral Neutral
Neutral Neutral
Neutral Strongly agree
Neutral Neutral
Disagree Disagree
Agree Agree
Neutral Neutral

Agree Agree
Neutral Neutral
Disagree Neutral
Disagree Neutral
Neutral Agree
Neutral Neutral
Disagree Disagree
Agree Neutral
Disagree Disagree
Disagree Neutral carefree
Disagree Disagree
Neutral Agree
Disagree Neutral
Neutral Neutral Excitement carefree
Disagree Disagree
Agree Agree
Neutral Neutral

Disagree Neutral
Disagree Disagree
Neutral Agree
Neutral Neutral
Disagree Neutral
Neutral Agree
Disagree Neutral

spirited youthful Sincerity genuine
youthful
spirited youthful genuine
spirited Sincerity
spirited youthful genuine
youthful
genuine
genuine
genuine
genuine
spirited youthful
youthful
spirited genuine
youthful
youthful
spirited Sincerity
genuine
Sincerity genuine
youthful
spirited
youthful
youthful
youthful
Sincerity genuine
genuine
Sincerity
youthful genuine
Sincerity
genuine
youthful
genuine
youthful
Sincerity genuine
Sincerity genuine
spirited
youthful
Which of the following words w
kind family-oriented thoughtful Ruggedness
kind
family-oriented
family-oriented
family-oriented
family-oriented
thoughtful
thoughtful
family-oriented
kind
kind
family-oriented
family-oriented
family-oriented
family-oriented
thoughtful
thoughtful
family-oriented
kind
family-oriented
family-oriented thoughtful
family-oriented
thoughtful
Ruggedness
family-oriented
family-oriented
family-oriented
family-oriented
kind
family-oriented
family-oriented
family-oriented
kind
family-oriented
Q32
Which of the following words would you most associate TATA NANO with?
rough tough outdoors athletic
athletic
rough
outdoors
athletic
Competence successful accomplished influential
influential
Competence
influential
Competence
successful accomplished
influential
accomplished influential
successful
accomplished
Competence
Competence
Competence
a leader Sophistication elegant prestigious
elegant
a leader prestigious
elegant
a leader
a leader
a leader
elegant
elegant
elegant
Q33 Q34 Q35
Gender? What is your age? Marital Status
pretentious Male/Female Response Married
Male 21-30 Married
Male 21-30 Married
Female 31-40 Married
Male 21-30 Married
Male 21-30
Male 21-30
Male 21-30 Married
Male 31-40 Married
Male 21-30 Never married
Male 31-40 Married
Male 31-40 Married

Female 21-30 Never married

Male 41-50 Married
Male 21-30 Married

pretentious Female 21-30 Married
Male 21-30 Married
pretentious Male 21-30 Never married

Male 31-40 Married
Male 31-40 Married
pretentious Male 31-40 Married
Male 21-30 Married
Male 31-40 Married

Male 31-40 Married
pretentious Male 31-40 Married
Male 21-30 Married
Male 21-30 Married
Male 31-40 Married
Male 41-50 Married

Male 31-40 Married
Male 51-60 Married

Male 21-30 Married

Male 31-40 Married

Male 31-40 Married
Male 31-40 Married
Male 31-40 Married
pretentious Female 21-30 Never married

Q36 Q37 Q38 Q39
Which income range does How many 2

How many children your family fall (income per How many cars do wheelers do you
do you have? year)? you own? own?
Response Response Response Response
Zero (e) Rs 12,50,001 - Rs 15,00,000 0 2
One (a) less than Rs 5,00,000 1 1
Zero (b) Rs 5,00,000 - Rs 7,50,000 1 2
Zero (d) Rs 10,00,001 - Rs 12,50,000 0 3
Zero (a) less than Rs 5,00,000 0 0
Zero (d) Rs 10,00,001 - Rs 12,50,000 1 1
Zero (f) over Rs15,00,000 1 1
Zero (f) over Rs15,00,000 2 1
Zero (f) over Rs15,00,000 1 1
One (f) over Rs15,00,000 1 1
One (f) over Rs15,00,000 2 2
Zero (b) Rs 5,00,000 - Rs 7,50,000 2 0
Zero (d) Rs 10,00,001 - Rs 12,50,000 0 0

Zero (c) Rs 7,50,001 - Rs 10,00,000 1 2
Zero (c) Rs 7,50,001 - Rs 10,00,000 0 3

Zero (b) Rs 5,00,000 - Rs 7,50,000 1 2
Zero (b) Rs 5,00,000 - Rs 7,50,000 1 0
Zero (c) Rs 7,50,001 - Rs 10,00,000 1 1
One (e) Rs 12,50,001 - Rs 15,00,000 1 1
Zero (c) Rs 7,50,001 - Rs 10,00,000 0 3
Zero (f) over Rs15,00,000 1 1

Zero (d) Rs 10,00,001 - Rs 12,50,000 1 0
Zero (f) over Rs15,00,000 2 2
Zero (f) over Rs15,00,000 2 0
Zero (d) Rs 10,00,001 - Rs 12,50,000 1 1

Zero (d) Rs 10,00,001 - Rs 12,50,000 1 1
Zero (f) over Rs15,00,000 1 1
Zero (b) Rs 5,00,000 - Rs 7,50,000 0 1
Two (f) over Rs15,00,000 1 0
Zero (f) over Rs15,00,000 2 0
One (d) Rs 10,00,001 - Rs 12,50,000 1 1
Zero (f) over Rs15,00,000 1 1
Zero (f) over Rs15,00,000 1 1
Two (d) Rs 10,00,001 - Rs 12,50,000 1 1
One (f) over Rs15,00,000 1 0

One (f) over Rs15,00,000 1 0
Zero (d) Rs 10,00,001 - Rs 12,50,000 0 2
Zero (e) Rs 12,50,001 - Rs 15,00,000 1 1
Zero (e) Rs 12,50,001 - Rs 15,00,000 1 1
Zero (f) over Rs15,00,000 2 3
Zero (c) Rs 7,50,001 - Rs 10,00,000 0 2
One (f) over Rs15,00,000 1 1
One (f) over Rs15,00,000 1 1

5 or more (e) Rs 12,50,001 - Rs 15,00,000 0 2
Zero (e) Rs 12,50,001 - Rs 15,00,000 1 0
Zero (f) over Rs15,00,000 1 1
One (c) Rs 7,50,001 - Rs 10,00,000 2 2

Zero (b) Rs 5,00,000 - Rs 7,50,000 1 2
Zero (b) Rs 5,00,000 - Rs 7,50,000 0 0

Zero (f) over Rs15,00,000 3 1
Zero (e) Rs 12,50,001 - Rs 15,00,000 0 1
One (f) over Rs15,00,000 1 1

Two (a) less than Rs 5,00,000 2 2
Zero (c) Rs 7,50,001 - Rs 10,00,000 0 1
One (f) over Rs15,00,000 2 2
One (f) over Rs15,00,000 1 0
One (f) over Rs15,00,000 1 1
Zero (b) Rs 5,00,000 - Rs 7,50,000 1 1

Q40 Q41 Q42 Q43
In which year did you

Which car brand do Do you own a Tata buy the Tata Nano Why did you buy the
you own? Nano? car? Nano?
Open-Ended
h. Do not own a car No
d. Chevrolet No
b. Maruthi No
a. Hyundai No
b. Maruthi No NA
a. Hyundai No
b. Maruthi No
b. Maruthi No
g. Other brands No
a. Hyundai No

b. Maruthi No

a.) I intend to use it
b. Maruthi No na myself to drive to work
b. Maruthi No
I have not owned a
Nano, but used it for a
a. Hyundai No year from my friend.
a. Hyundai No

c.) I dont feel safe
driving a 2 wheeler
and hence bought an
h. Do not own a car No entry level car
a. Hyundai No
b. Maruthi No
b. Maruthi No
a. Hyundai No
a. Hyundai No
a. Hyundai No
b. Maruthi No
a. Hyundai No
a. Hyundai No
b. Maruthi No
a. Hyundai No
a. Hyundai No
b. Maruthi No
b. Maruthi No
b. Maruthi No
g. Other brands No
b. Maruthi No
g. Other brands No
b. Maruthi No
b. Maruthi No
g. Other brands No
b. Maruthi No
g. Other brands No
g. Other brands No
b. Maruthi No

d. Chevrolet No
a. Hyundai No
c. TATA Yes 2013 a.) I intend to use it my
d. Chevrolet No
g. Other brands No
b. Maruthi No
b. Maruthi No
d. Chevrolet No
Q44 Q45
If the answer to the

above question was
If you could go back NO, which other
in time, would you brand would you
buy Nano again? have bought?
Response Response
No
No
Yes
Yes
No b. Maruthi
Yes
No b. Maruthi
No
Yes
No b. Maruthi
Yes honda small car
No
No b. Maruthi
No a. Hyundai
No a. Hyundai
Yes
No
Yes
Yes
No
Yes b. Maruthi
No d. Chevrolet
No a. Hyundai
No
No b. Maruthi
No b. Maruthi
No Revs
No a. Hyundai
Yes
No a. Hyundai
No b. Maruthi
No a. Hyundai
No
No b. Maruthi
No
No a. Hyundai
No
No b. Maruthi
Yes
No a. Hyundai
No
No b. Maruthi
No
No b. Maruthi
No b. Maruthi
No b. Maruthi
No b. Maruthi
No
No a. Hyundai
No
Yes
No b. Maruthi
No
No d. Chevrolet
No b. Maruthi
No a. Hyundai
Yes
No b. Maruthi
No b. Maruthi
No Honda City
No f. Mahindra
No d. Chevrolet
No Renault
Q1
Which brands of car on the Indian roads come to your mind when
RespondentID you think of small cars?
a b c
2596591785 Maruti Alto Hyundai i10 Ford Figo
2594552428 Maruti Alto Tata Nano
2594301097 Maruti Alto chevrolet Beat Volkswagen polo
2594235066 Tata Nano Maruti Alto Hyundai i10
2593557453 Tata Nano Maruti Alto Honda Brio

2593457423 Hyundai i10 Maruti Swift Ford Figo
2593418555 Maruti Alto Ford Figo Hyundai i10

2593349675 Maruti Alto Hyundai i10 Ford Figo
2593349459 Honda Brio Hyundai i10 Maruti Alto
2593343608 Maruti 800 Maruti Alto chevrolet Spark
2593340498 Hyundai i10 Maruti Alto Tata Indica

2592882846 Maruti Alto Tata Nano Maruti Zen
2592179720 b b b
2590957472 Maruti Alto Hyundai i10 Tata Nano
2590847159 Maruti Swift Hyundai i10 Maruti Alto

2588974226 Tata Nano Maruti Alto Toyota Innova
2588521252 Maruti Alto Hyundai i20 Toyota Etios
2588465263 Maruthi 800 Hyundai i10 Tata Nano
2588454529 Hyundai Santro Maruti (800) Tata Nano
2588444217 Hyundai i10 Maruti Wagon R Maruti Alto

2588433531 Tata Nano Honda Brio chevrolet beat
2588423038 Hyundai i20 Ford Figo Maruti Swift
2588378196 Hyundai i10 Maruti Alto chevrolet beat
2588337457 Maruti Alto chevrolet Spark Tata Nano
2588336979 Maruti Alto Tata Indica Hyundai i10
2588272887 Maruti Swift Tata nano Hyundai getz
2588103132 Ford Figo Maruti Suzuki Alto 800 Tata Nano

2587251511 Tata Nano Hyundai Eon Volkswagen polo
2587247613 b b b
2593358974 Maruti Alto Hyundai Santro Mahindra Reva
2593349659 Maruti Alto Hyundai Santro Ford Figo
2592729904 Maruti Alto Hyundai Santro Chevrolet Beat
2592714325 Hyundai Santro Maruti Suzuki Chevrolet Beat
2592547260 Maruti Alto Hyundai Santro Tata Indica
2592178113 Maruti 800 Maruti Zen Maruti Swift
2592168601 Hyundai i10 Maruti Swift Maruti Ritz

2591443060 Maruti Alto Hyundai Santro Honda Brio
2591412858 Tata Nano Maruti Zen Maruti 800
2591211669 Tata Nano Maruti Alto Hyundai Eon

2591156968 Maruti Alto Hyundai Eon Tata Nano
2590910216 Maruti Swift Hyundai i20 Honda City
2590653243 Hyundai Santro Maruti Alto Chevrolet Beat
2589469345 Maruti Alto Tata Indica Chevrolet Beat

2589285267 Maruti Swift Maruti 800 Maruti Alto
2589282325 Maruti Alto Tata Nano Maruti Ritz

2589276478 Maruti Zen Maruti Alto Honda Brio
2589121984 Maruti Alto Hyundai Santro Nissan Sunny

2589104833 Honda Brio Hyundai i20 Hyundai i10
2588550680 Tata Nano Maruti 800 Chevrolet Spark

2588503123 Ford Figo Volkswagen Polo Honda Brio
2588481086 Hyundai Santro Chevrolet U-VA Maruti Alto
2588362868 Maruti Swift Hyundai i10 Hyundai Santro
2588315744 Hyundai Santro Maruti Alto Tata Indica

2588314966 Tata Nano Maruti 800 Chevrolet Spark
2588240726 Tata Indica Maruti Alto Hyundai Santro
2588182661 Volkswagen Polo Hyundai Santro Maruti Swift
2587368394 Honda City Maruti WagonR Hyundai i10
2587334528 maruti 800 Tata Nano Maruti Alto
2587321270 Maruti Alto Chevrolet Beat Hyundai Santro
2587220850 Volkswagen Beetle Chevrolet Beat Renault Pulse

2590747024 Maruti Alto Hyundai Santro Honda Brio
2588853681 Hyundai Santro Volkswagen Polo Maruti Alto
2588485660 Maruti Alto Hyundai i20 Maruti Swift
2588306284 Maruti Alto Tata Indica Hyundai Santro

Q2
Did the respondent Can you arrange the above brands in the increasing order of their
recall Tata Nano price?
a b c
NO Maruti Alto Ford Figo Hyundai i10
YES Tata Nano Maruthi Alto
NO
Maruti Alto Tata Nano Hyundai i10
YES Tata Nano Maruti Alto honda brio

NO Hyundai i10 Ford Figo Maruti Swift
NO Ford Figo Hyundai i10 Maruti Alto

NO Maruti Alto Ford Figo Hyundai i10
NO Honda Brio Hyundai i10 Maruti Alto
NO Maruti 800 Maruti Alto Chevrolet Spark
NO Hyundai i10 Tata Indica Maruti Alto

YES Tata Nano Maruti Alto Maruti Zen
YES Tata Nano Maruti Alto Hyundai i10
NO Maruti Alto Maruti Swift Hyundai i10

YES Tata Nano Maruti Alto Toyota Innova
NO Dont know
YES Tata Nano Hyundai i10 Maruthi 800
YES Tata Nano Maruti 800 Hyundai Santro
NO Maruti Alto Maruti Wagon R Hyundai i10

YES Tata Nano chevrolet beat honda brio
NO Maruti Swift Hyundai i20 Ford Figo
NO Maruti Alto Hyundai i10 Chevrolet Beat
YES Tata Nano Maruti Alto Chevrolet Spark
NO Hyundai i10 Tata Indica Maruti Alto
YES Tata Nano Hyundai Getz Maruti Swift
YES Ford Figo Maruti Suzuki Alto 800 Tata Nano

YES Tata Nano Hyundai Eon Volkswagen polo
b b b
NO Reva Maruti Hyundai
NO Maruti Ford Hyundai
NO Maruti Hyundai Cheverolet
NO Chevrolet Maruti Suzuki Hyundai
NO maruti tata hyundai
NO tata maruti hyundai
NO Maruti Suzuki 800 Maruti Suzuki Zen Maruti Suzuki Swift
NO i10 ritz swift

NO Maruti Hyundai Honda
YES Tata Nano Maruti 800 Zen
YES Tata Nano alto eon

YES Tata Nano EON ALTO
NO Honda City i20 Swift
NO Hyundai Suzuki Tata
NO maruti hyundai tata
NO maruti suzuki chevrolet hyundai
NO Tata motors Chevrolet Maruti Suzuki

NO Maruti 800 Alto Swift
YES Tata Nano Alto Ritz

NO alto zen brio
NO maruti hyundai nissan
NO Tata Maruti Hyundai

NO i10 brio i20
YES Tata Nano maruti chevorlet spark

NO Alto Santro Indica
NO Brio Figo Polo
NO Alto Santro U-VA
NO Alto i10 i20
NO Tata Maruti Hundai

YES Tata Nano Spark Maruthi 800
NO tata maruti suzuki hyundai
NO Swift Santro Polo
NO Maruti WagonR Hyundai i10 Honda City
YES Tata Nano 800 alto
NO maruti chevrolet
NO Renault Pulse -5.55 Chevorlet Beat - 5,96,84Volkswagen Beetle - 21,

NO Maruti Hyundai Honda
NO Volkswagen hyundai maruti suzuki
NO Alto Swift i20
NO Tata Maruti Hundai

Q3 Q4 Q5
Which car brand

Can you describe any interesting To which car brand comes to your mind
advertisement of any small car Which Brand did the would you associate when you hear Aapki
brand that you recall? respondent recall "Art in Motion"? Khushiyon ki Chabi?
india comes home in a maruti Maruti Swift Dont know Dont know
- - Tata Nano none
- - Volkswagen polo fiat
- - Hyundai Maruthi
"Kitna deti hai" ad from Maruthi is a
perfect one as it targets middle
class . Maruti Alto Tata Nano Tata Nano
- - Dont know Dont know
Family Car suitable for samll family

and easy to drive in conjusted
traffics on roads of India Tata Nano Volkswagen polo Maruti
Kitna Detha hai by Maruti Suzuki Maruti Alto Dont know Tata Nano
alto .. lets go .. based on car's
mileage Maruti Swift Honda Tata Nano
Maruti wagon r, intelligent people
drive wagon r Maruti Wagon R Tata Nano Maruti
- - Maruti Zen Tata Nano
- -
shahrukh khan driving abt in
hyundai Hyundai i10 Dont know Dont know
swift - bunty & babli movie; i10 -
shahrukh khan ad Hyundai i10 Hyundai Maruti
- - Tata Nano Tata Nano
- - Tata Nano Tata Nano
Chevrolet beat ad Chevrolet beat Tata Nano Tata Nano
Maruthi Zen Estilo's Ad was good Maruti Zen Rolls Royce Honda Jazz
- - Honda Brio Maruti
The tea ad of Tata Nano Tata Nano Tata Nano Tata Nano
Let's go - Alto Maruti Alto Tata Nano Tata Nano
Maruti's ad depecting fuel effieceny.
Tagline " Kitna deti hai" Maruti Alto BMW Tata Nano
tata nano girl waiting for daddy Tata Nano Tata Nano Tata Nano
i20 ad Hyundai i20 Tata Nano Tato Nano
Sharukh Advertisement with i10 Hyundai i10 Dont know Hyundai
Spark advertised about the free
service offer and low maintenance
cost Chevrolet Spark Dont know Dont know
Service centre even at Leh - Maruti Maruti Tata Nano Tata Nano
i10. ordinary guy turns into shah

rukh everytime he gets into an i10. Hyundai i10 Jaguar Dont know
Maruti Alto No one can resist but
say Lets Go Maruti Alto Ford figo Tata nano
- - Rolls Royce Dont know
- -
No - Dont know Tata Nano
Maruti Alto - Kitna Detha hai Maruti Alto Dont know Tata Nano
Honda Brio Honda Brio Tata Nano Tata Nano
Hyundai Santro Hyundai Santro Honda Tata Nano
Tata Nano Tata Nano Hyundai Tata Nano
Tata Nano Tata Nano Maruti Maruti
Maruti Alto - India Goes Home in a
Maruti Maruti Alto Tata Nano Maruti
Hyundai i10 - Do you like me or the
car? Hyundai i10 Hyundai Tata Nano
No - Don't know Maruti
No - Don't know No idea
Tata Nano - One ad showed a small
car but lot of people coming out
indicating that it is roomy Tata Nano Don't know Don't know
Tata Nano Tata Nano Don't know Don't know
Tata Indica - More car per car Tata Indica Don't know Don't know
Maruti Wagon R with Madhavan Maruti Wagon R Fiat Hyundai
Maruti Ritz - Comfort inside Maruti Ritz Maruti Tata
No - Volkswagen Hyundai
Hyundai i10 : Shahrukh goes to an

i10 expo and asks if he can go for a
ride with her (Car) and a lady
comes and says she wont go out
without her (the lady)
accompanying Hyudai i10 Don't know Tata Nano
No - Volkswagen Beetle Tata Nano
Tata Nano - A small girl in a town
welcoming the yellow nano Tata Nano Don't know Don't know
No - Honda Jazz Tata Nano
No - Don't know Hyundai
Maruti Alto - India comes home in a
Maruti Maruti Alto Tata Nano Don't know
Hyundai i20 parking on terrace Hyundai i20 Don't know Tata Nano
Tata Nano - The yellow nano in a
rural environment Tata Nano Don't know Tata Nano
Maruti Alto - Lets go Maruti Alto Maruti Zen Estilo Maruti Zen Estilo
Maruti Zen estillo ad. The 'Little
boxes' song. Maruti Zen Fiat Punto Tata Nano
Hyundai Santro Hyundai Santro Maruti Swift Tata Nano
Honda Brio - Loves you back Honda Brio Don't know Tata Nano
Tata Nano - Khushiyon ki Chaabi
ad is good Tata Nano Don't know Tata Nano
Tata Nano Tata Nano Tata Nano Tata Nano
No - Don't know Don't know
No - Volkswagen Polo Don't know
Hyundai i10 Hyundai i10 Honda City Honda City
No - Don't know Tata Nano
Maruti Alto Maruti Alto Rolls Royce Mercedes Benz
I like the Looks of Volkswagen

..very Stylish ..thats all .I haven't
followed any Ad in the recent past . Volkswagen Polo Mini Cooper Don't know
Honda Amaze Honda Amaze Don't know Don't know
No - Don't know Don't know
Santro Zing shahrukh khan ad Hyundai Santro Don't know Don't know
Ghar Ghar main ho aisi car jo
dekhe use ho jaye pyar - Mercedez Benz Maruti
Q6 Q7
Which car comes to

your mind when you
Can you idenitfy the brand of cars associated with these taglines ? see this cutout below
b. Aapki Khushiyon
a. The sunshine car ki chaabi? c. Lets go
maruti Tata Nano
none none Indigo Hyundai i10
Tata Nano Fiat Maruti Alto Tata Nano
no no Hyundai i20 I20
Hyundi Tata Nano Maruti Alto Tata Nano
Wolkswagon Tata Nano

Santro Tata Nano A-Star
hyundai santro Tata Nano Maruti alto Tata Nano
Maruti Alto Tata Nano

Santro Tata Nano Maruti Zen Santro
hyundai? dont know dont know dont know
santro maruti alto nano

Nissan Maruti Tata Nano
Tata Nano
Santro Tata Nano Alto Tata Nano
Santro Nano Maruti Alto
Cheverlot Beat Honda Jazz Alto Maruthi 800
hyundai no idea i10 spark
Hyundai Santro Tata Nano Maruti Alto Tata Nano
Santro Nano Alto Matiz
Santro Nano Alto Tata Nano

santro tata nano maruti alto Tata Nano
Hyndai Santro Tato Nano Daewoo Matiz
nissan spark i10 Spark
Hyundai Santro Tata Nano Hyundai Tata Nano
- - - Maruti Alto
Hyundai Santro Tata nano Maruti Alto Tata Nano

I10? No idea Alto, eda u had it!!! Matiz
Hyundai Tata Nano Alto Tata Nano

Santro Tata Nano Not a clue A-Star
Santro Tata Nano Toyota Tata Indica
Tata Nano alto Tata Nano
i10 alto alto Alto 800
Beetle Tata Nano Alto Tata Nano
beat Tata Nano i10 beat

Nano Maruti Alto Tata Nano
- - - Tata Nano
- - hyundai? some hyundai car

NO EON ALTO Tata Nano
i10 Don't Know Alto Tata Nano
Hyundai i10 Hyundai eon Maruti Suzuki Alto Indica
Tata Nano Alto Tata Nano
nissan hyundai alto Spark
santro xing? Tata Nano don't know Tata Nano

santro Tata Nano Alto Tata Nano
No No No Tata Nano
nano Tata Nano alto Tata Nano
i10 Santro Alto Tata Nano
Hyundai i10 Not Sure Alto Tata Nano

i10 Tata Nano alto zen
nano Tata Nano maruti alto Spark

alto Zen Eltilo Alto Tata Nano
santro Tata Nano alto Tata Nano
can't remember Tata Nano can't remember Tata Nano

Nano Tata Nano Nano Tata Nano
santro
Hyundai Santro NIL Nil Mahindra e20
Tata Nano Honda City Hyundai i10 Tata Nano
alto Tata Nano
no no Alto Tata Nano
Hundai Santro no idea :( nope Chevrolet Beat

? ? Alto Tata Nano
dont know dont know dont know santro
dont know maruti hundai shevertlay

Q8 Q9 Q10 Q11
How favorable is your If you are owner of

attitude towards Given a chance, TATA NANO, how I would recommend
TATA NANO as a would you intend to well does it satisfy TATA NANO to
Brand? buy a TATA NANO? your need? others.
3 2 3 2
1 1 1 1
6 6 1 1
6 6 4 6
6 6 5 6
1 1 1 1
2 1 1 2
6 6 6 6
1 1 1
3 2 3 2
2 1 1 2
6 5 1 4
1 1 1 1
5 4 4 4
6 6 3 6
3 1 1 1
4 4 5 4
6 2 4 4
3 2 4 3
6 5 5 5
2 1 1 1
6 5 5 5
5 3 1 5
3 2 1 3
6 6 6 6
3 2 3 3
2 2 1 1
1 1 1 1
3 2 3 3
2 1 3 2
2 2 2 2
3 3 1 1
1 1 1 1
1 1 1 1
6 7 7 6
2 2 2 2
3 3 3 1
4 4 1 4
2 2 1 2
1 1 1 1
3 3 4 3
5 4 4 5
4 2 4 4
3 2 1 2
5 5 1 1
3 2 2 2
4 2 3 4
3 1 1 3
2 1 1 2
4 3 4 3
5 6 1 5
3 1 1 3
2 1 1 1
4 4 4 4
3 1 1 1
2 2 1 1
4 4 1 4
5 6 1 1
2 1 1 3
4 2 1 3
2 1 3 2
5 3 1 5
4 4 4 4
4 3 1 4
5 2 3 4
1 1 1 1
4 4 1 3
3 3 3 3
1 1 1 1
Q12 Q13 Q14 Q15
To what extent do To what extent do

you agree/disagree you agree/disagree
with the following with the following
In cars, how well statements about statement about
does TATA NANO Which brand would TATA NANO? TATA NANO?
score over other you prefer over TATA Product is Product is of Good
comparable cars? NANO? Trustworthy quality
Response
2 Maruti 800 3 2
1 1
1 Chevorlet Beat 4 4
3 Hyundai Eon 5 4
4 Maruti Alto 5 5
1 1 1
1 Maruti Alto 2 2
5 Maruti Alto 4 5
1 1 1
1 Hyundai Eon 3 2
4 Maruti Alto 4 4
1 1
4 Hyundai Eon 4 4
1 Hyundai Eon 5 1
4 Maruti Alto 5 4
3 Hyundai Eon 4 3
3 Maruti Alto 5 5
6 Chevorlet Spark 4 4
1 Hyundai Eon 2 2
5 Hyundai Eon 4 3
2 Maruti Alto 3 2
1 Hyundai Eon 3 3
1 1 1
3 Maruti Alto 4 4
2 Maruti Alto 2 2
1 1 1
1 Hyundai Eon 2 3
5 Maruti Alto 4 4
3 Hyundai Eon 5 5
2 Maruti Alto 4 3
1 Hyundai Eon 2 2
6 Hyundai Eon 5 5
2 Maruti Alto 4 4
2 Maruti 800 2 2
2 Maruti Alto 4 4
5 Maruti Alto 3 3
2 Hyundai Eon 6 4
3 Maruti Alto 4 4
1 Hyundai Eon 5 6
4 Hyundai Eon 4 4
1 Maruti Alto 1 1
3 Maruti Alto 3 3
1 Hyundai Eon 4 3
1 Hyundai Eon 2 2
5 Maruti Alto 5 5
1 Hyundai Eon 2 2
3 Hyundai Eon 2 2
6 Hyundai Eon 5 6
4 Maruti 800 4 3
4 Maruti Alto 5 4
3 Maruti Alto 3 3
1 Hyundai Eon 2 2
3 Maruti 800 3 3
Q16 Q17 Q18 Q19
What comes to your

mind when you hear
TATA NANO? Eg. Which words would
TATA NANO is TATA NANO is Small car, Indian, you use to describe
unappealing appealing Not stylish Stylish value for money TATA NANO?
1 2 Tata small
1 1
1 1
6 6 Small-car, easy-to-drive-iVery Cute, Affordable
6 1 Great-Car,Low price Affordable

1 1
2 3 No No waste-of-money
4 4 Daily-Commute
1 1
2 2 Value-for-money Ugly
2 2 cheap budget car

5 4 Small-car, low-price, canSmall car, good price poi
1 1
5 5 Small-car tiny
6 6 Indian cute, easy to drive

3 1 small-car tata, small, auto
2 2 indian small-car
3 5 Affordable Compact
3 3 Small-car, cheap
5 4 Indian Good attempt
1 1 indian small, indian, tata, econ
4 4 Great Mileage,Value-fo Compact, Valuable, Slee
5 5 small small-car
3 2 small-car small-car
6 6 small-car cute
2 3 Indian, Affordable Affordable
2 2 Future-Auto NANO
1 1
3 2 Small-car Congested
1 1 Poor-man's-car excuse
3 3 Value-for-money invention
3 1 cheap Bad-design
1 1
2 3 value-for-money cheap
5 4 daily-commute
2 2 good affordable for low affordable convenient sm
5 5 small car compact
5 4 small car small
3 2
2 2 value-for-money small car
3 2 indian, low-cost low-quality

5 5 indian small car indian small car
4 5 small indian car small
5 5 small cheap indian car small cheap indian car

5 5 small cute car cute
5 2 small car not-for-me
5 4 small car small basic unreached po
2 2 autorikshaw made-for-small-towns
1 1 cheap car autorickshaw
3 3 value-for-money autorickshaw
6 4 indian engineering pride small
3 3 indian frugal engineerin upgrade-from-bike

1 1 cheap cheap low-quality
4 4 Tata small
2 1 cheap car autorickshaw

2 2 autorikshaw
5 6 small car, value-for-moncute

6 6 value-for-money city-car
2 2 cheap innovation low-quality
3 4 economy autorickshaw
4 4 cheap car affordable
5 5 small car value-for-money

4 6 small car value-for-mon small
4 4 low-price car
4 2 value-for-money indian rugged
2 2 value-for-money small
4 4 low-priced indian car small ugly
3 2 small car congested less-power
1 2 waste-of-money autorickshaw
Q20 Q21
Which kind of people

would want to What category of people do you think would buy a
purchase NANO? Nano?
Warmth
Elderly Upgrading from a 2 wheeler
Unmarried Buying their 2nd car

Married Buying their 2nd car
Married w/ kids Upgrading from a 2 wheeler Warmth
Elderly Upgrading from a 2 wheeler Warmth

Married Buying their first vehicle Warmth

Married Upgrading from a 2 wheeler
Unmarried Buying their first vehicle

Unmarried Upgrading from a 2 wheeler
Elderly Buying their first vehicle
Married w/ kids Buying their 2nd car
Married w/ kids Upgrading from a 2 wheeler
Married Buying their first vehicle
Elderly Buying their 2nd car

Married w/ kids Buying their 2nd car Warmth

Married Buying their first vehicle

Elderly Buying their 2nd car Warmth
Married Buying their 2nd car Warmth

Married Upgrading from a 2 wheeler Warmth

Elderly Buying their first vehicle Warmth

Married Upgrading from a 2 wheeler Warmth

Married w/ kids Buying their 2nd car Warmth


Married w/ kids Buying their 2nd car

Married w/ kids Buying their first vehicle
Married w/ kids Upgrading from a 2 wheeler Warmth
Married Upgrading from a 2 wheeler
Elderly Buying their first vehicle Warmth

Sense of social
Fun Excitement Sense of security approval
Fun
Sense of security
Sense of security
Excitement
Sense of security
Sense of security
Sense of security
Sense of security
Sense of security

Sense of security

Fun
Sense of security
Sense of security
Sense of security
Excitement
Fun Excitement Sense of security

Sense of security
Sense of security
Fun

Sense of security
Sense of security
Q22
Which emotions does TATA as a brand bring out in you?
Self-Respect Pride Irritation Style

Pride
Self-Respect Irritation
Pride Style
Self-Respect Pride
cial approval Style
Pride
Self-Respect Pride
cial approval
Self-Respect Pride
cial approval Pride
cial approval
cial approval
Pride Irritation Style
Self-Respect Pride
Pride
Self-Respect Pride
cial approval
Self-Respect Pride
Pride Style
Self-Respect
Pride
cial approval Pride

Irritation
Self-Respect Pride
Self-Respect
Self-Respect Pride
cial approval
Self-Respect Pride
Irritation
Self-Respect Pride Style
Pride
bring out in you?
Economy Confident Disappointment Joy

Economy
Economy
Economy
Economy
Economy
Economy Joy
Confident
Economy
Economy Confident
Economy Confident
Disappointment
Economy
Economy Confident
Economy
Economy
Economy
Economy
Economy Confident
Economy
Economy
Economy
Economy
Confident
Economy
Economy
Economy
Economy Joy
Economy Confident Joy
Economy
Economy
Economy
Economy
Economy
Confident
Economy Confident
Economy
Economy
Economy Confident
Economy
Economy
Economy
Economy Disappointment
Economy
Economy Confident
Confident
Economy
Economy
Economy Joy
Economy
Economy
Disappointment
Economy Confident
Economy
Love Satisfaction Shame Warmth
Satisfaction
Satisfaction
Satisfaction
Satisfaction
Satisfaction
Satisfaction
Satisfaction
Satisfaction
Satisfaction
Satisfaction
Warmth
Satisfaction
Satisfaction
Satisfaction
Satisfaction
Shame
Warmth
Satisfaction
Shame
Love Satisfaction
Satisfaction
Satisfaction
Satisfaction
Satisfaction
Warmth
Love
Sense of social
Fun Excitement Sense of security approval
Fun
Fun Excitement
Fun Excitement
Fun
Fun Sense of security
Excitement

Fun
Sense of security
Fun
Fun Excitement

Fun
Fun Excitement
Fun
Fun Sense of social approval
Sense of security
Fun
Fun Excitement
Fun
Sense of security
Fun
Fun
Q23
Which emotions does "TATA NANO" as a brand bring out in you?
Self-Respect Pride Irritation Style

Irritation
Style
Pride Style
Irritation
Style
Pride
Self-Respect
cial approval
Self-Respect Pride
Style
Pride
Irritation
Pride Style
cial approval
Irritation
Pride
Irritation
Self-Respect Pride
Irritation
Self-Respect
Irritation
Style
Self-Respect Pride
nd bring out in you?
Economy Confident Disappointment Joy
Economy Joy
Disappointment
Economy Joy
Economy
Economy
Economy
Economy
Economy
Economy
Economy
Economy
Economy
Disappointment
Economy Joy
Economy
Economy
Economy Joy
Economy
Disappointment
Economy
Economy
Economy Joy
Economy
Economy
Economy
Disappointment
Economy
Economy
Economy
Joy
Economy
Economy
Economy Confident
Economy
Economy
Economy
Disappointment
Economy Joy
Disappointment
Joy
Disappointment
Confident
Economy
Joy
Economy
Economy
Disappointment
Economy
Economy
Q24
How w
I consider myself
Love Satisfaction Shame loyal to TATA NANO.
2
2
5
Satisfaction 4
2
Love Satisfaction Shame 3
Shame 1
1
Satisfaction 3
Love 4
1
Satisfaction 3
3
3
Love 4
1
3
3
Satisfaction 3
5
3
3
1
4
3
Shame 2
Love Satisfaction Shame 3
Satisfaction 2
1
3
3
1
Satisfaction 1
3
2
Love 2
Shame 2
2
Shame 3
1
2
3
2
Shame 1
Love Satisfaction 3
Shame 1
2
3
3
1
3
Shame 2
Satisfaction 3
3
Satisfaction 3
2
1
1
3
1
Q25 Q26 Q27 Q28
How would you rate the following statements, on a scale from 1 to 5, per the rating notation?
I feel as if I almost
TATA NANO is one I really identify with belong to a club with TATA NANO is a
brand I would prefer people who own other users of TATA brand used by people
to buy or use. TATA NANO. NANO. like me.
2 3 2 2
2 2 2 2
4 4 4 3
3 3 4 3
2 2 2
4 3 3 4
1 1 1 1
1 1 1 1
3 3 3 3
3 3 3 3
4 4 4 3
1 1 1 1
3 3 3 3
2 3 3 3
2 4 3 3
3 4 3 4
1 1 1 1
4 2 2 3
4 3 3
3 2 2 3
5 3 3 3
3 3 3 4
2 3 2 2
2 3 3 2
1 2 1 2
4 4 3 4
3 3 3 1
1 1 1 3
4 3 3 4
2 3 2 2
3 3 1 1
3 3 3 2
3 3 2 2
1 1 1 1
1 2 1 1
4 2 1 1
3 3 3 3
2 2 2 2
4 3 3 2
2 2 2 2
4 2 1 1
2 1 2 2
2 2 1 1
2 2 2 2
3 3 3 3
1 1 1 1
1 1 1 1
3 3 2 3
1 1 1 1
2 2 2 2
4 3 3 4
3 3 3 3
1 1 1 1
2 1 1 3
2 1 2 2
3 4 3 3
3 3 3 3
3 3 3 2
3 4 2 3
1 1 1 1
3 2 1 3
3 3 3 2
1 4 2 1
Q29 Q30 Q31
rom 1 to 5, per the rating notation?

I am/would be proud
I really like to talk to have others know I would recommend
about TATA NANO to that I use TATA TATA NANO to
others. NANO. others. Excitement
3 2 1
2 2 2 Excitement
4 4 4 Excitement
3 3 4 Excitement
4 4 4
1 1 1
1 1 2
3 3 3
2 2 3
4 4 4 Excitement
3 3 2
3 3 3
3 3 3
3 3 3
4 3 4
1 1 1
3 3 3
3 3 3
2 3 3
3 3 5
3 3 3
2 2 2
2 3 3
1 1 2
4 4 4
3 3
1 2 1
4 4 4
2 3 3
1 3 3
2 2 3
2 2 3
1 1 1
1 2 1
1 3 4
3 3 3
2 2 2
4 4 3
2 2 2
1 1 1
2 2 3
2 1 2
3 2 2
4 3 4
1 2 3
1 1 1
3 3 3 Excitement
1 1 1
2 2 2
4 4 4
3 3 3
1 1 1
4 2 3
2 2 2
3 3 4
3 3 3
2 2 3
4 3 4
1 1 1
1 3 3
3 2 3
2 1 2
carefree spirited youthful Sincerity
youthful
spirited youthful
spirited Sincerity
carefree spirited youthful
youthful
carefree
spirited youthful
youthful
carefree spirited
youthful
youthful
spirited Sincerity
carefree
Sincerity
youthful
spirited
youthful
youthful
youthful
Sincerity
carefree
Sincerity
carefree youthful
Sincerity
youthful
youthful
Sincerity
Sincerity
spirited
carefree youthful
Which o
genuine kind family-oriented thoughtful

kind
family-oriented
genuine
family-oriented
family-oriented
family-oriented
thoughtful
genuine thoughtful
family-oriented
genuine kind
kind
genuine family-oriented
family-oriented
family-oriented
genuine thoughtful
thoughtful
family-oriented
genuine
kind
family-oriented
genuine family-oriented thoughtful
thoughtful
family-oriented
family-oriented
family-oriented
family-oriented
genuine
genuine
genuine
kind
family-oriented
kind
family-oriented
Q32
Which of the following words would you most associate TATA NANO with?
Ruggedness rough tough outdoors

Ruggedness rough
outdoors
TA NANO with?
athletic Competence successful accomplished
athletic
Competence
Competence
successful accomplished
accomplished
successful
accomplished
Competence
Competence
Competence
athletic
influential a leader Sophistication elegant
elegant
influential a leader
elegant
a leader
influential a leader
a leader
influential
influential
elegant
elegant
elegant
Q33 Q34
Gender? What is your age?
prestigious pretentious Male Response

Male 21-30
Male 21-30
Female 31-40
prestigious Male 21-30
Male 21-30
Male 21-30
Male 21-30
Male 31-40
Male 21-30
Male 31-40
Male 31-40
Male 21-30
Female 31-40
Female 21-30
Female 21-30
Male 21-30
Male 21-30
Male 21-30
Male 41-50
Male 21-30
Male 21-30
Female 21-30
Male 31-40
Male 21-30
Female 21-30
pretentious Female 21-30

Male 21-30
pretentious Male 21-30

Male 21-30
Male 21-30
Male 21-30
Female 31-40
Male 31-40
Male 31-40

Male 21-30
Female 31-40
Male 31-40
Male 31-40
Male 21-30
Male 21-30
Male 21-30
Male 21-30
Male 31-40
Male 41-50
Male 31-40

Male 21-30
Male 51-60
Male 21-30
Female 21-30
Male 21-30
Male 31-40
Male 31-40
Male 21-30
Male 21-30
Male 31-40
Male 31-40
Female 21-30
pretentious Female 21-30

Q35 Q36 Q37 Q38
Which income range does

How many children your family fall (income per How many cars do
Marital Status do you have? year)? you own?
Married Response Response Response

Married Zero (e) Rs 12,50,001 - Rs 15,00,000 0
Married One (a) less than Rs 5,00,000 1

Married Zero (b) Rs 5,00,000 - Rs 7,50,000 1
Married Zero (d) Rs 10,00,001 - Rs 12,50,000 0
Zero (a) less than Rs 5,00,000 0

Zero (d) Rs 10,00,001 - Rs 12,50,000 1
Married Zero (f) over Rs15,00,000 1

Never married Zero (f) over Rs15,00,000 1
Married One (f) over Rs15,00,000 1

Never married Zero (b) Rs 5,00,000 - Rs 7,50,000 2
Never married Zero (c) Rs 7,50,001 - Rs 10,00,000 1
Married Zero (c) Rs 7,50,001 - Rs 10,00,000 0
Married One (e) Rs 12,50,001 - Rs 15,00,000 1
Married Zero (c) Rs 7,50,001 - Rs 10,00,000 0

Never married Zero (a) less than Rs 5,00,000 0
Never married Zero (d) Rs 10,00,001 - Rs 12,50,000 1
Married Zero (a) less than Rs 5,00,000 0


Married Two (f) over Rs15,00,000 1
Married One (d) Rs 10,00,001 - Rs 12,50,000 1

Married Two (d) Rs 10,00,001 - Rs 12,50,000 1



Never married 5 or more (e) Rs 12,50,001 - Rs 15,00,000 0

Married One (c) Rs 7,50,001 - Rs 10,00,000 2

Married Zero (b) Rs 5,00,000 - Rs 7,50,000 1
Never married Zero (e) Rs 12,50,001 - Rs 15,00,000 0

Married Two (a) less than Rs 5,00,000 2

Q39 Q40 Q41 Q42
How many 2 In which year did you

wheelers do you Which car brand do Do you own a Tata buy the Tata Nano
own? you own? Nano? car?
Open-Ended
2 h. Do not own a car No
1 d. Chevrolet No
2 b. Maruthi No

1 a. Hyundai No
1 b. Maruthi No NA
1 a. Hyundai No
1 b. Maruthi No
1 b. Maruthi No
2 g. Other brands No
0 a. Hyundai No
2 b. Maruthi No
2 b. Maruthi No na
0 b. Maruthi No
1 a. Hyundai No I have not owned a Nano, but used it for a year from m
1 a. Hyundai No

1 a. Hyundai No
0 b. Maruthi No
2 b. Maruthi No
0 a. Hyundai No
1 a. Hyundai No
1 a. Hyundai No
1 b. Maruthi No
0 a. Hyundai No
0 a. Hyundai No
1 b. Maruthi No
1 a. Hyundai No
1 a. Hyundai No
1 b. Maruthi No
0 b. Maruthi No
0 b. Maruthi No
1 b. Maruthi No

1 b. Maruthi No
1 b. Maruthi No
1 b. Maruthi No
2 b. Maruthi No
1 d. Chevrolet No
1 a. Hyundai No
2 c. TATA Yes 2013
0 d. Chevrolet No
0 b. Maruthi No
1 b. Maruthi No
1 d. Chevrolet No
Q43 Q44 Q45
If the answer to the

above question was
If you could go back NO, which other
in time, would you brand would you
Why did you buy the Nano? buy Nano again? have bought?
Response Response Response

No
No
Yes
Yes
No b. Maruthi
Yes
No b. Maruthi
No
Yes
No b. Maruthi
Yes honda small car

No
No b. Maruthi
No a. Hyundai
No a. Hyundai
a.) I intend to use it myself to drive to work Yes
No
wned a Nano, but used it for a year from my friend. Yes
Yes
No
c.) I dont feel safe driving a 2 wheeler and Yes b. Maruthi
No d. Chevrolet
No a. Hyundai
No
No b. Maruthi
No b. Maruthi
No Revs
No a. Hyundai
Yes
No a. Hyundai
No b. Maruthi
No a. Hyundai
No
No b. Maruthi
No
No a. Hyundai
No
No b. Maruthi
Yes
No a. Hyundai
No
No b. Maruthi
No
No b. Maruthi
No b. Maruthi
No b. Maruthi
No b. Maruthi
No
No a. Hyundai
No
Yes
No b. Maruthi
No
No d. Chevrolet
No b. Maruthi
No a. Hyundai
a.) I intend to use it myself to drive to work Yes
No b. Maruthi
No b. Maruthi
No Honda City
No f. Mahindra
No d. Chevrolet
No Renault
Q1 Which brands of car on the Indian roads come to
your mind when you think of small cars?
Unique Brands of Car Option-1 Option-1
Chevrolet Beat 0 3
Chevrolet Spark 0 1
Chevrolet U-VA 0 1
Ford Figo 2 2
Honda Brio 2 1
Honda City 1 0
Hyundai Eon 0 2
Hyundai i10 5 11
Hyundai i20 1 4
Hyundai Santro 6 13
Mahindra Reva 0 0
Maruti 800 3 3
Maruti Alto 32 11
Maruti Ritz 0 0
Maruti Suzuki 0 1
Maruti Swift 5 2
Maruti WagonR 0 1
Maruti Zen 1 2
Nissan Sunny 0 0
Renault Pulse 0 0
Tata Indica 1 3
Tata Nano 9 5
Volkswagen Beetle 1 0
Volkswagen Polo 1 2
% of people recalling Tata Nano in option #1, #2, #3 12.8571428571 7.3529411765

% of people recalling Tata Nano overall 11.71
Q2 Can you arrange the above brands in the increasing

order of their price?
Of those people how many thought Nano was the cheapest
car 22
% of people who correctly identified Tata Nano as the
cheapest car 109.0909090909
Q3 Can you describe any interesting advertisement of

any small car brand that you recall?
Brand Count
No Ad 25
Honda Amaze 1
Honda Brio 2
Hyudai i10 1
Hyundai i10 6
Hyundai i20 2
Hyundai Santro 3
Maruti Alto 10
Maruti Ritz 1
Maruti Wagon R 2
Maruti Zen 2
Tata Indica 1
Tata Nano 11
Volkswagen Polo 1
% of respondents who recollected a Tata Nano Ad among

the people who recollected an Ad 25.58
Q4 To which car brand would you associate "Art in

Motion"?

% of respondents who were able to associate "Art in Motion"
with Nano 20.5479452055
Q5 Which car brand comes to your mind when you hear

Aapki Khushiyon ki Chabi?

% of respondents who were able to associate "Aapki
Khushiyon ki Chabi" with Nano 41.095890411
Q6 Can you idenitfy the brand of cars associated with

these taglines ?
Number of respondents who were able to correctly answer
the "Aapki Khushiyon ki Chabi" question 27
% of respondents who were able to associate "Aapki
Khushiyon ki Chabi" with Nano 36.99
Q7 Which car comes to your mind when you see this

cutout below
Number of respondents who were able to identify the cutout
of Nano 39
% of respondents who correctly answered the question 53.42
Q8 How favorable is your attitude towards TATA NANO as a Brand?

Very unfavorable 1 10
2 2 13
3 3 16
4 4 11
5 5 8
6 6 11
Very favorable 7 0
Mean score 3.3913043478

Std Deviation 1.96
Q9 Given a chance, would you intend to buy a TATA NANO?
Not at all 1 22
2 2 18
3 3 8
4 4 8
5 5 4
6 6 8
Very much so 7 1
Mean score 2.7391304348

Std Deviation 2.01
Q10 If you are owner of TATA NANO, how well does it satisfy your need?
Not at all 1 38
2 2 3
3 3 11
4 4 10
5 5 4
6 6 2
Very much so 7 1
Mean score 2.2608695652

Std Deviation 1.84
Q11 I would recommend TATA NANO to others.

Not at all 1 20
2 2 12
3 3 12
4 4 12
5 5 6
6 6 6
Very much so 7 0
Mean score 2.8529411765
Std Deviation 1.89
Q12 In cars, how well does TATA NANO score over other comparable cars?
Not at all 1 22
2 2 11
3 3 13
4 4 9
5 5 8
6 6 4
Very much so 7 0
Mean score 2.7313432836

Std Deviation 1.65
Q13 Which brand would you prefer over TATA NANO?

Hyundai Eon 21
Chevorlet Beat 14
Chevorlet Spark 4
Maruti 800 4
Maruti Alto 20
Q14 To what extent do you agree/disagree with the following statements about TATA NANO? Product is Trustworth
Not at all 1 8
2 2 10
3 3 14
4 4 20
5 5 15
6 6 2
Extremely so 7 0
Mean score 3.4347826087

Std Deviation 1.43
Q15 To what extent do you agree/disagree with the following statemen

Not at all 1 7
2 2 6
3 3 7
4 4 10
5 5 4
6 6 2
Extremely so 7 0
Mean score 3.1111111111

Std Deviation 1.49
Option-1 Total respondants 73
6
3
0
4
5
1
1
5
0
4
1
1
7
2
0
4
0
1
1
1
8
10
0
2
14.9253731343
Count
30
25
20
15
10 Count
5
0
Ad az
e io 0 0 0 ro to i tz R en ca o lo
No m Br a i i 1 a i i 1 a i i 2 a nt t Al t R gon t Z ndi Nan Po
20
15
10 Count
5
0
Ad e o 0 0
a z Bri i i 1 i i 1 i i 2
0 tro l to i tz n R Zen i ca ano ol o
No Am da a a a Sa n t A ut R a go ut d
I n ta N en
P
a n ud nd nd ai r u r W a r ta g
a a a
nd Ho Hy Hyu Hyu und M M r ut M Ta T wa
Ho y a l ks
H M Vo
Q8 How favorable is your attitude towards TATA NANO as a Brand?

18
16
14
12 Q8 How favorable is your
10 attitude towards TATA NANO
as a Brand?
8
6
4
2
0
Very unfavorable 3 5 Very favorable
4
2
0
Very unfavorable 3 5 Very favorable
Q9 Given a chance, would you intend to buy a TATA NANO?

25
20
Q9 Given a chance, would

15 you intend to buy a TATA
NANO?
10
0
Not at all 2 3 4 5 6 Very much so
Q10 If you are owner of TATA NANO, how well does it satisfy your need?
40
35
30
25 Q10 If you are owner of TATA
NANO, how well does it
20 satsfy your need?
15
10
5
0
Q11 I would recommend TATA NANO to others.

25
20
15 Q11 I would recommend TATA

NANO to others.
10
5
20
15 Q11 I would recommend TATA

NANO to others.
10
0
Not at all 2 3 4 5 6Very much so
Q12 In cars, how well does TATA NANO score over other comparable cars?
25
20
Q12 In cars, how well does

15 TATA NANO score over other
comparable cars?
10
0
Q13 Which brand would you prefer over TATA NANO?

25
20
15
10 Q13 Which brand would you

prefer over TATA NANO?
5
O? Product is Trustworthy
Q14 To what extent do you agree/disagree with the following statements about TATA NANO? Product is Trustworthy
25
20
Q14 To what extent do you
agree/disagree with the
15 following statements about
Q14 To what extent do you agree/disagree with the following statements about TATA NANO? Product is Trustworthy
25
20
Q14 To what extent do you
agree/disagree with the
15 following statements about
TATA NANO? Product is
Trustworthy
10
0
Not at all 2 3 4 5 6 Extremely so
e with the following statement about TATA NANO? Product is of Good quality
Q15
12
10
8
Q15
6
0
Not at all 2 3 4 5 6 Extremely so
Count
lo
Po
Count
lo
Po
n
as a Brand?
is your
TA NANO
TA NANO?
hance, would
buy a TATA
y your need?
f TATA
t
others.
recommend TATA
ers.
recommend TATA
ers.
parable cars?
oes
her
TA NANO?
brand would you

TA NANO?
oduct is Trustworthy
oduct is Trustworthy
Q15
ely so
Q16 TATA NANO is
unappealing appealing
Extremely Unappealing 1 13
Q16 T
2 2 14 unappea
3 3 13 16
4 4 9 14
5 5 14 12
10
6 6 6 8
Extremely Appealing 7 0 6
4
Mean score 3.04 2
Std Deviation 1.74 0
g 2 3 4
l in
ea
pp
Una
y
el
em
tr
Ex
Q17 TATA NANO is

Not stylish Stylish
Not Stylish 1 15
Q17 T
2 2 19 Not st
3 3 7
20
4 4 13
18
5 5 9
6 6 6 16
Very Stylish 7 0 14
12
Mean score 2.84 10
Std Deviation 1.66 8
6
4
2
0
Not Stylish 2 3 4
Q18 What comes to your mind when you hear TATA NANO? Eg. Small car, Indian, value for money
Q19 Which words would you use to describe TATA NANO?
Q20 Which kind of people would want to purchase NANO?

Unmarried 15
Married 13
Married w/ kids 12
Elderly 23
Unmarried 19
Married 18
Married w/ kids 18
Elderly 18
P(Chi Sq > Observed)= 0.131642 is NOT less than benchmark 0.05

Q21 What category of people do you think would buy a Nano?

Buying their first vehicle 19
Upgrading from a 2 wheeler 23
Buying their 2nd car 21
Buying their first vehicle 24

Upgrading from a 2 wheeler 24
Buying their 2nd car 24

Q22 Which emotions does TATA as a brand bring out in you?

Emotions Count
Warmth 18
Fun 4
Excitement 3
Sense of security 25
Sense of social approval 15
Self-Respect 13
Pride 20
Irritation 4
Style 5
Economy 47
Confident 13
Disappointment 3
Joy 4
Love 4
Satisfaction 22
Shame 4
Q23 Which emotions does "TATA NANO" as a brand bring out in you?
Emotion Count
Warmth 5
Fun 17
Excitement 6
Sense of security 4
Sense of social approval 3
Self-Respect 5
Pride 8
Irritation 7
Style 6
Economy 41
Confident 2
Disappointment 12
Joy 9
Love 6
Satisfaction 11
Shame 9
Q24
Strongly disagree 1 17
Disagree 2 14
Neutral 3 26
Agree 4 4
Strongly agree 5 2
Mean 2.04
Std Dev 1.15
Q25
Disagree 2 16
Neutral 3 21
Agree 4 11
Strongly agree 5 1
Mean 2.16
Std Dev 1.16
Q26
Disagree 2 14
Neutral 3 26
Agree 4 8
Strongly agree 5 0
Mean 2.08
Std Dev 0.97
Q27
Disagree 2 16
Neutral 3 24
Agree 4 3
Strongly agree 5 0
Mean 1.85
Std Dev 0.95
Q28
Disagree 2 18
Neutral 3 22
Agree 4 6
Strongly agree 5 0
Mean 1.96
Std Dev 0.97
Q29
Disagree 2 16
Neutral 3 18
Agree 4 11
Strongly agree 5 0
Mean 2.00
Std Dev 1.03
Q30
Disagree 2 18 30
Neutral 3 25
Agree 4 7 25
Strongly agree 5 0
20
Mean 2.07
Std Dev 0.92 15
10
0
Strongly
5
0
Strongly
Q31
Disagree 2 12 30
Neutral 3 26
Agree 4 12 25
Strongly agree 5 1
20
Mean 2.27
Std Dev 1.06 15
10
0
Strongly
Q32 Which of the following words would you most associate TATA NANO with?
Excitement 5 25
carefree 7
spirited 8 20
youthful 16
Sincerity 8
15
genuine 16
kind 6
family-oriented 23 10
thoughtful 8
Ruggedness 1 5
rough 1
tough 0
0
outdoors 1
athletic 2
Competence 5
successful 2
accomplished 3
influential 4
a leader 4
Sophistication 0
elegant 5
prestigious 1
pretentious 8
Q33
Gender / Recall YES NO Marginals
Male 16 35 51
Female 5 6 11
Marginals 21 41 62
Gender / Recall YES NO Marginals

Male 17.27419 33.72581 51
Female 3.725806 7.274194 11
21 41 62


Gender / Recognition YES NO Marginals
Male 24 27 51
Female 6 6 12
Marginals 30 33 63

Male 24.29 26.71 51
Female 5.71 6.29 12
30 33 63


Male 31 20 51
Female 7 5 12
Marginals 38 25 63

Male 30.76 20.24 51
Female 7.24 4.76 12
38 25 63

Q34
Age / Recall YES NO Marginals
21-30 12 28 40
31-40 7 12 19
41-50 1 1 2
51-60 1 0 1
over 60 0 0 0
Marginals 21 41 62
Age / Recall YES NO Marginals

21-30 13.54839 26.45161 40
31-40 6.435484 12.56452 19
41-50 0.677419 1.322581 2
51-60 0.33871 0.66129 1
over 60 0 0 0
Marginals 21 41 62
P(Chi Sq > Observed)= 0.470405 is NOT LESS than benchmark 0.05

Implies AGE does NOT impact brand recall

Age / Recognition YES NO Marginals
21-30 21 19 40
31-40 1 18 19
41-50 1 1 2
51-60 0 1 1
over 60 0 0 0
Marginals 23 39 62

21-30 14.83871 25.16129 40
31-40 7.048387 11.95161 19
41-50 0.741935 1.258065 2
51-60 0.370968 0.629032 1
over 60 0 0 0
Marginals 23 39 62


21-30 24 16 40
31-40 13 6 19
41-50 1 1 2
51-60 0 1 1
over 60 0 0 0
Marginals 38 24 62

21-30 24.51613 15.48387 40
31-40 11.64516 7.354839 19
41-50 1.225806 0.774194 2
51-60 0.612903 0.387097 1
over 60 0 0 0
Marginals 38 24 62

Q16 TATA NANO is Total respondants
unappealing appealing
16
14
12
10
8
6 Q16 TATA NANO is
4 unappealing appealing
2
0
g 2 3 4 5 6 g
l in in
ea al
pp ppe
a yA
Un el
em
tr
Ex
Q17 TATA NANO is

Not stylish Stylish
Q17 TATA NANO is

Not stylish Stylish
ylish 2 3 4 5 6 Very Stylish

Unmarried; 23.81%
Elderly; 36.51%
Unmarried; 23.81%
Elderly; 36.51%
Married; 20.63%
Married w/ kids; 19.05%
Q21 What category of people do you think would buy a Nano?
Buying their first vehicle; 30.16%

Buying their 2nd car; 33.33%
Upgrading from a 2 wheeler; 36.51%
50
45
40
35
30
25
20
15
10 Column B
5
0
h n nt ty l ct e n l e y nt nt y e n e
mt Fu me uri rova s pe Pri d ato Sty nom de me Jo Lov cto a m
ar te c p e it o nfi nt fa Sh
W ci s e p -R I rr Ec Co poi ts
Ex of i a l a Sel f Sa
e ap
ens s oc Dis
S of
e
ns
Se
t l
mt Fu me uri rova s pe Pri d ato Sty no de me Jo Lov to a m
ar e c p i t o nfi nt c h
W t
ci s e p -R
e
I rr Ec Co poi sfa S
t
e ap
ens s oc Dis
S of
e
ns
Se
45
40
35
30
25
20
15
10
Column B
5
0
h n nt ty l ct e n l e y nt nt y e n e
mt Fu me uri rova s pe Pri d ato Sty nom de me Jo Lov cto a m
ar te c p e it o nfi nt fa Sh
W ci s e p -R I rr Ec Co poi ts
e ap
ens s oc Dis
S of
e
ns
Se
Q24
30
25
20
Q24
15
10
0
Strongly disagree Disagree Neutral Agree Strongly agree
Q25
25
20
15 Q25
10
5
20
15 Q25
10
0
Q26
30
25
20
Q26
15
10
0
Q27
30
25
20
Q27
15
10
0
Q28
25
20
Q28
25
20
15 Q28
10
0
Q29
20
18
16
14
12 Q29
10
8
6
4
2
0
Q30
30
25
20
Q30
15
10
0
5
0
Q31
30
25
20
Q31
15
10
0
Column B
73

Survey-Analysis TataNANO

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Notes

This is the data sheet for Tata Nano brand audit

% of people recalling Tata Nano in option #1, #2, #3 16.66667

Mean score 3.515152

Mean score 2.848485

Mean score 2.545455

Mean score 2.96875

Mean score 3.333333

Mean score 3.060606

P(Chi Sq > Observed)=

Buying their first vehicle

P(Chi Sq > Observed)=

EXPECTED DATA under assumption of independence between gender and recall

P(Chi Sq > Observed)=

Chi-Square to test dependence of gender and brand recognition using response to Q5

EXPECTED DATA under assumption of independence between gender and recall

P(Chi Sq > Observed)=

Chi-Square to test dependence of gender and brand recognition using response to Q7

EXPECTED DATA under assumption of independence between gender and recall

P(Chi Sq > Observed)=

EXPECTED DATA under assumption of independence between gender and recall

P(Chi Sq > Observed)=

Chi-Square to test dependence of gender and brand recognition using response to Q5

EXPECTED DATA under assumption of independence between gender and recall

Chi-Square to test dependence of gender and brand recognition using response to Q7

EXPECTED DATA under assumption of independence between gender and recall

P(Chi Sq > Observed)=

0.087497 is NOT less than benchmark 0.05

0.181167 is NOT less than benchmark 0.05

0.472607 is NOT less than benchmark 0.05

0.579997 is NOT less than benchmark 0.05

0.579997 is NOT less than benchmark 0.05

0.395118 is GREATER than benchmark 0.05

0.29627 is NOT less than benchmark 0.05

% of people recalling Tata Nano in option #1, #2, #3 10 5 2.5

Mean score 3.277778

Mean score 2.638889

Mean score 2.75

Mean score 3.527778

Mean score 3.277778

P(Chi Sq > Observed)=

Buying their first vehicle

P(Chi Sq > Observed)=

EXPECTED DATA under assumption of independence between gender and recall

P(Chi Sq > Observed)=

Chi-Square to test dependence of gender and brand recognition using response to Q5

EXPECTED DATA under assumption of independence between gender and recall

P(Chi Sq > Observed)=

Chi-Square to test dependence of gender and brand recognition using response to Q7

EXPECTED DATA under assumption of independence between gender and recall

P(Chi Sq > Observed)=

EXPECTED DATA under assumption of independence between gender and recall

P(Chi Sq > Observed)=

Chi-Square to test dependence of gender and brand recognition using response to Q5

EXPECTED DATA under assumption of independence between gender and recall

Chi-Square to test dependence of gender and brand recognition using response to Q7

EXPECTED DATA under assumption of independence between gender and recall

P(Chi Sq > Observed)=

0.881015 is NOT less than benchmark 0.05

0.778801 is NOT less than benchmark 0.05

0.973017 is NOT less than benchmark 0.05

0.72739 is NOT less than benchmark 0.05

0.495521 is NOT less than benchmark 0.05