Consumer Behavior Towards Tata Nano : A Perceptual Study The IUP Journal of MANAGEMENT RESEARCH Vol. IX, No.6, October 2010

1. Presentation No. – 5
Presentation on –The IUP Journal of
MANAGEMENT RESEARCH
Vol. IX No.6 October 2010
Lokesh S. Irabatti
Roll No- G17
Group – 02
Div – A (SEM 1)
Batch – 09
1MAEER's MIT College of Management, Pune

2. Chapter
Consumer BehaviorTowards
Tata Nano : A Perceptual
Study
By –
• B. S. Hundal
• Saurabh Grover
2MAEER's MIT College Of Management, Pune

3. Introduction
Tata Nano was one of the longest
awaited and most talked about
Automobile debuts in India.
Its is known as people’s cars.
It is an engineering marvel to come
out of India in terms of cost
efficiency, fuel efficiency and space
efficiency.
This paper is an attempt to study the
consumer behavior and also their
perception towards car in the post
launch period factors that motivate
buyers to purchase this car have also
been studied.
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4. WhatisConsumerBehavior?
“It is the study of individuals,
groups, or organizations and the
processes they use to select,
secure, use, and dispose of
products, services, experiences,
or ideas to satisfy needs and the
impacts that these processes
have on the consumer and
society.”
4MAEER's MIT College Of Management, Pune

5. 5MAEER's MIT College Of Management, Pune
• Structure
•Why Cheap?
•Specifications
• Cost
• Cylinder

6. ObjectiveoftheStudy
•The study basically aimed at
examining the consumer behavior of
individuals towardsTATA NANO
after its launch.
• Specially, the perception and their
experience with the car was
examined and the factors that
motivate them to purchase this
small car.
6MAEER's MIT College Of Management, Pune

7. ResearchMethodology
• Based on primary data.
•Questionnaire
• 100 respondents from Amritsar.
7MAEER's MIT College Of Management, Pune

8. •Some were afraid to purchase.
• Performance related issues.
• Motivational variables motivates a
potential customer to purchase .
• Promotional Strategies.
• Reach rural areas.
• Service related issues
8MAEER's MIT College Of Management, Pune
Conclusion

9. THANKYOU
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