Project Tatanano

8/4/2019 Project Tatanano

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ROJECT TATANANODENTIFYING CUSTOMER PERCEPTION

Made by:Sunil dahiya Rohit jaiswalPrayag chawla Karan SrivastavaAmarjot singh


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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

:ethodology ,Quantitative study using a structured -lose endedQuestionnaire

:G Profile Mix of Males and Females Have at least 1 car

, &Research Objectives Methodology TG Profile


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ETAILED FINDINGS. 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


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.A PROFILE

:Base 20

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

%All figs in

:TOTAL SAMPLE 20


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.B CAR OWNERSHIP

%All figs in

: %Respondent Profile 40 own single car only

:Base 20


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%All figs in

:Base 20

BRAND OWNERSHIP

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


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%All figs in

:Base 20

MODEL OWNERSHIP

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


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ase factorsLooks

Fuel Economy

/Space Comfort

Cost

.C FACTORS CONSIDERED IN DECISION MAKINGOST IMPORTANT FACTORS

All figs iOST IS THE MOST IMPORTANTACTOR WHEN DECIDING ON THE.AR

:Base 20


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Overall

Quick service and instant delivery

Performance

Value for money

FACTORS CONSIDERED IN DECISION MAKINGMPORTANT BUT NOT ESSENTIALase Factors

All figs i

:Base 20

VERALL IS THE LEASTMPORTANT FACTOR WHEN

.ECIDING ON THE CAR


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.D MARKET POSITIONING OF BRAND

Majority of therespondent find perceiveTata as ar brand

:Base 20


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.E EXPECTATION FROM TATA

More than half of the

respondent expect omewhatood product from Tatabrand

:Base 20


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.F SOURCE OF INFORMATION

nformed through andvertisement work as the

strongest source towardsimparting knowledge about Tata

Nano

%All figs in

:Base 20


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.G SATISFACTION LEVEL WITH TATA NANO

Half of the respondents areextremely satisfied and another

half of them are neutraltowards Tata Nano

:Base 2


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.H STRENGTH OF TATA NANO

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

:Base 20


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WEAKNESS OF TATA NANO

In terms of weakness AFTER SALESERVICE is ruling

:Base 20


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.I COMPARISON WITH OTHER BRAND

More than half of the respondents

feel that if Nano was launched byanother brand then it would not have

made any difference%All figs in

:Base 20

Equal split between all the reasonsstated by the respondents

:Base 3


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. &J INTENTION TO RECOMMEND VISIT IN FUTUREBUYING TATA NANO IN FUTURE

%0 show high likelihood to buy in future

and more than half of the respondents aresure that they will not buy it

%All figs in

:Base 18


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&INTENTION TO BUY RECOMMENDRECOMMEND TATA NANO TO OTHERS

%All figs in %0 show high likelihood to buy in future and

%more than 40 of the respondents say it withconfidence that they will not recommend it

:Base 18


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CONCLUSIONS


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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 therace of model Santro is the winner

When it comes to deciding on buying car then costis the mostimportant factor and overall .is the moderate

Majority of respondent perceive Tata as a brand of Cars despite ofthe fact that Tata is dealing into many other sectors also

when Nano was launched media hyped it a lot and due to that everychild knew about it which leads to nformed throughadvertisementas only source of information for respondent

None of the respondent expect a badproduct from Tata whereas only%30 expect the product to be ery good

When it comes to satisfaction level with Tata nano then its not goingto be disappointment for the Brand as respondent are satisfied

.with the car


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KEY TAKE OUTS

The biggest USP of the Nano is also the biggest strength of the car. .i e Cost . pace inside the car is also sharing the equal

percentage

In terms of weakness fter sale serviceand 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 andintention of not buying is very high


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. .FACTORS VS STRENGTH VS WEAKNESS

ll the needed Factors are Strengths of Tata Nano

Project Tatanano

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