Tata Nano: Consumer's Post Purchase Behavior Corporation


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Tata Nano: Consumer's Post Purchase Behavior Corporation, disampaikan pada mata kuliah Marketing Management, Airlangga University, membahas teori disonansi pasca pembelian

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Tata Nano: Consumer's Post Purchase Behavior Corporation

  1. 1. Consumer’s Post Purchase Behaviour Corporation M.Yusuf K Wardhany 041314353003 Rachma Dessidianti 041314353036 Ifril Rachman 041314353046 Rosalina Linda Susanti 041314353009 Ivan Giovanni 041314353020 TATA NANO
  2. 2. ABSTRACT Tata Nano, World cheapest Car vroomed on March 23rd 2009 Few question arose
  3. 3. conceptualisation of the TataNano car and the roadblocks during its production discuss the dissonance levels in new products
  4. 4. •  understand the conceptualisation and analyse the causes and concerns in taking the car from drawing board to board room to the shop floor •  debate on whether the introduction of Tata Nano would herald the new age of small cars and whether India can become the hub for small cars •  understand the bottlenecks involved in the production of Tata Nano and critically examine the influence of those bottlenecks •  debate on the success of Tata Nano car in the wake of consumers’ post- purchase perceptions and assess their levels of dissonance •  raise a general debate on addressing all the possible cognitive dissonance touch points in the case of new products – launched either by an existing and established company or a new company. OBJECTIVES
  5. 5. “I observed families riding on two- wheelers, the father driving the scooter, his young kid standing in front of him, his wife seated behind him holding a little baby. It led me to wonder whether one could conceive of a safe, affordable, all-weather form of transport for such a family. Tata Motors‘ engineers & designers gave their all in 4 years to realize this goal. Today, we indeed have a People's Car, which is affordable & yet built to meet safety requirements & emission norms, to be fuel efficient & low on emissions. We are happy to present the People's Car to India & we hope it brings the joy, pride & utility of owning a car to many families who need personal mobility.”
  6. 6. INTRODUCTION Conceptualisati on of Nano 2003 January 10th, 2008 2009 23rd 2009 First media appearance of Nano Nano rolled out to the masses at 9th Annual Delhi Auto Expo, Ratan Tata published the small car – Nano as India’s first contribution to the global automobile industry, the world’s cheapest car
  7. 7. Tata Nano – World's Cheapest Car: