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Project Tatanano Identifying Customer Perception: Made by
Project Tatanano Identifying Customer Perception: Made by
Project Tatanano Identifying Customer Perception: Made by
Sunil dahiya Rohit jaiswal Prayag chawla Karan Srivastava Amarjot singh
Made by:
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 %
Base: 20
B. CAR OWNERSHIP
All figs in %
Base: 20
BRAND OWNERSHIP
All figs in %
car
Base: 20
MODEL OWNERSHIP
All figs in %
Respondents Profile: Santro, Swift and Honda city car owners form the majority base.
Base: 20
chase factors
Looks
Fuel Economy
Space/Comfort
Cost
chase Factors
Overall
Performance
Value
for money
Base: 20
All figs in
Base: 20
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
Base: 2
Base: 20
Base: 20
All figs in %
Base: 20
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
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
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.
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