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1PROFILE OF ORGANIZATIONS:

Title :A Study of Customer Perception towards Tata Nano.

Organisation:Profile of Tata Motors:-

Name

TATA MOTORS

Logo Figure 1.1, Companys Logo

Founded on

1945

Key people

Senior Management Mr. P.M. Telang-Managing Director Mr. C. Ramakrishnan-Chief Financial Officer Mr. Ravi Pisharody-President(CVBU)

Mr. Girish Wagh-Head(PCO) Products Passenger Vehicles Commercial Vehicles Defence & Homeland Revenue (2010-11) INR 1,23,133 crores (USD 27 billion)

Employees Subsidiaries

25,000 Tata Daewoo Commercial Vehicle Company Ltd Tata Marcopolo Motors Ltd Tata Hispano Motors Carrocera S.A Telco Construction Equipment Co. Ltd Tata Technologies Ltd.

Website

www.tatamotors.com

Profile of Tata Nano: Name Tata Nano(Peoples Car)

Symbol Figure 1.2, Nanos Logo Founded on Key people 2008 Ratan Tata, Chairman Girish Wagh-Head Product Variants Nano Nano CX Nano LX

Website

www.tatamotors.com

1.2 OBJECTIVES:1. To know the perception of customers towards Tata Nano. 2. Finding future market potential for Nano. 3. To analyze the public image of the product. 4. To know about the customer preferences among different variants of product.

1.3 SCOPE:1. The project report will be based on survey conducted in various geographical locations of West Delhi. 2. To collect and analyze the data from the customers.

1.4Methodology :We will use the one of the Non-Probability sampling techniques named as Convenient Sampling through Structured questionnaires by personal contacting the peoples for data collection.

1.5Sources of Information:Primary data: Data observed or collected directly from first-hand experience. In this project we will collect data through questionnaires.

Secondary Data: Published data and the data collected in the past or other parties is called secondary data. Sources from which secondary data will be collected are Internet, Books.

Tools:-We will use Excel software of Microsoft for purpose of analysis the data collected in survey.

2.1 METHODOLOGY USED FOR DATA COLLECTION:1. Primary Data is collected from the customers of Tata Nano in the form of questionnaire which was consistent with the objectives and scope of the study. 2. Sampling Technique used is Convenience Sampling. Convenience sampling is a non-probability sampling technique where subjects are selected because of their convenient accessibility and proximity to the researcher. 3. Sample Size: 50. 4. Questionnaire was in the structured form containing 18 questions in total for the purpose of study.

2.2 Methodology used for Data Analysis:-

1. Ms- Excel is used for the purpose of data analysis and interpretation. Microsoft Excel is a commercial spreadsheet application written and distributed by Microsoft for Microsoft Windows. It features calculation, graphing tools, pivot tables, and a macro programming language called Visual Basic for Applications. It has been a very widely applied spreadsheet for these platforms Microsoft Excel has the basic features of all spreadsheets, using a grid of cells arranged in numbered rows and letter-named columns to organize data manipulations like arithmetic operations. It has a battery of supplied functions to answer statistical, engineering and financial needs. In addition, it can display data as line graphs, histograms and charts, and with a very limited three-dimensional graphical display. It allows sectioning of data to view its dependencies on various factors from different perspectives.

2. Each question is analyzed in the standard form of pie-charts with interpretation and inferences. 3. Descriptive research is carried out according to the objectives and scope of the study. Descriptive research, also known as statistical research, describes data and characteristics about the population or phenomenon being studied. 4. Statistical tools like Mean, Mode and Standard Deviation are used for further detailed analysis.

5. Mean: For a data set, Mean is the sum of the values divided by the number of values. The mean of a set of numbers x1, x2, xn is typically denoted by pronounced as x bar. ,

6. Mode: Mode is the value that occurs most frequently in a data set or a probability distribution. It helps in determining that out of many values which one is selected by most number of people. For example, the Mode of the sample [1,3,6,6,6,7,7,6,12,12,17] is 6.

7. Standard Deviation: Standard deviation is a widely used measure of variability or diversity used in statistics and probability theory. It shows how much variation or "dispersion" exists from the average (mean, or expected value). A low standard deviation indicates that the data points tend to be very close to the mean, whereas high standard deviation indicates that the data points are spread out over a large range of values.
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3.1 DATA PRESENTATION:

I. AGE

Age 18-20 20-25 Above 25 Total

Respondents 12 33 5 50 Table 3.1, No. of Respondents of Different Age group

Age
10% 24% 18-20 20-25 66% Above 25

Figure 3.1, No. of Respondents of Different Age group INTERPRETATION: Out of total sample size the no. of respondents in the age group 18-20 is 24%, and in the age group between 20-25 there is 66% respondents and the rest 10% is above 25years.
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II.

This shows the total number of males and females in sample size.

Gender Male Female Total 42 8 50

Number

Table 3.2, No. of males and females in sample size

Gender
16%

Male Female

84%

Figure 3.2, No. of males and females in sample size INTERPRETATION: Out of total sample size the no. of respondents male are 84% and the rest 16% are females in sample size.

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Q1. What is the first thing you notice about Tata Nano? Attribute Economical Compact Design Fuel Efficient Any other Number 28 12 8 2

Table 3.3, First Thing respondents notice about Tata Nano

Notice about Tata Nano

16% 4%

Economical 24% 56% Compact Design Fuel Efficient Any other

Figure 3.3, First Thing respondents notice about Tata Nano INTERPRETATION: Out of total sample size 56% respondents were notice first thing about Tata Nano is economical, 24% respondents notice its compact design, 16% respondents notice its fuel efficient capability and the rest 4 % notice any other thing.

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Q2. Is the claim of Ratan Tata, to provide worlds cheapest car is fulfilled ? Attribute Yes No Can't Say Number 32 9 9

Table 3.4, Claim Worlds Cheapest Car Fulfilled

World's cheapest car

18%

18% 64%

Yes No Can't Say

Figure 3.4, Claim Worlds Cheapest Car Fulfilled INTERPRETATION: 64% respondents say yes that the claim of worlds cheapest car is fulfilled, 18% say no and the 18% are cant say category.

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Q3.Is Tata Nano worth its cost ? Attribute Yes No Can't say 27 11 12 Number

Table 3.5, Tata Nano worth its cost

Tata Nano worth it's cost

24%

54% 22%

Yes No Can't say

Figure 3.5, Tata Nano worth its cost INTERPRETATION: 54% respondents say yes that the Tata Nano worth its cost, 22% say no and the 24% are cant say category.
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Q4.Is it providing Acceptable Performance Standards ? Attribute Yes No Can't Say 18 13 19 Table 3.6, Acceptable performance standard Number

Acceptable Performance Standards

38%

36% Yes No Can't Say

26%

Figure 3.6, Acceptable performance standard INTERPRETATION: 36% respondents say yes that the Tata Nano providing Acceptable Performance Standards, 26% say no and the 38% are cant say category.
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Q5.Now if you want to buy bike(instead of buying bike),would you opt for Tata Nano? Attribute Yes No 21 29 Table 3.7, Instead of bike opt for Tata Nano Number

Instead of buying bike opt for Tata Nano

42% 58% Yes No

Figure 3.7, Instead of bike opt for Tata Nano INTERPRETATION: 42% respondents say yes that Instead of buying bike opt for Tata Nano, 58% say no that wont buy Tata Nano instead of bike.

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Q6.Has Nano really becomes Peoples Car? Attribute Yes No Can't Say 21 17 12 Table 3.8, Nano becomes Peoples Car Number

People's Car
24% 42% Yes No 34% Can't Say

Figure 3.8, Nano becomes Peoples Car INTERPRETATION: 42% respondents say yes that the Tata Nano really becomes Peoples Car, 34% say no and the rest 24% are cant say category.

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Q7. If you want to buy a car under 2Lakh which car would you opt? Attribute Tata Nano Maruti 800 Other 19 17 14 Table 3.9, The Car you opt under 2lakh Number

Which car would you opt ?

28% 38% Tata Nano Maruti 800 Other

34%

Figure 3.9, The Car you opt under 2lakh INTERPRETATION: 38% respondents say Tata Nano, 34% say Maruti 800 and the rest 28% say other.

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Q8. Is it really fulfilling a common mans dream of buying a car?

Attribute Yes No

Number 40 10 Table 3.10, Fulfilling commons man Dream

Common man's dream

20%

Yes No 80%

Figure 3.10, Fulfilling commons man Dream INTERPRETATION: 80% respondents say yes that it is really fulfilling a common mans dream of buying a car, rest 20% say no that it wont fulfilling a common mans dream of buying a car.

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Q9.Which feature of Tata Nano is attracting you the most? Attribute Price Mileage Design All The Above Can't Say 22 12 7 7 2 Table 3.11, Feature of Tata Nano is attracts you the most Number

Feature attracts you the most

14% 14% 4% 44% Price Mileage Design All The Above 24% Can't Say

Figure 3.11, Feature of Tata Nano is attracts you the most INTERPRETATION: Out of total sample size 44% respondents say Price feature of Tata Nano is attracting them the most, 24% respondents say Mileage feature of Tata Nano is attracting them the most, 14% respondents say Design feature of Tata Nano is attracting them the most,
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14% respondents say All The above features of Tata Nano attracts them, and the rest 4 % are the cant say category

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Q10.Which Tata Nano version is the best in comparison to other Nano? Attribute Nano STD Nano CX Nano LX 15 13 22 Table 3.12, Tata Nano version is best Number

Best Version

30% 44% Nano STD Nano CX Nano LX 26%

Figure 3.12, Tata Nano version is best INTERPRETATION: Out of total sample size 44% respondents say Nano LX, 30% respondents say Nano STD and the rest 26% say Nano CX.
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Q11. Why do you think that this version is best? Attribute Cost Features Color All of the above 17 10 7 16 Table 3.13, Version is best Number

Why the version is best.

32%

34% Cost Features

14%

Color 20% All of the above

Figure 3.13, Version is best INTERPRETATION: Out of total sample size 34% respondents say the version is best because of its Cost, 32% respondents say the version is best because of all of the above, 20% respondents say the version is best because of its Features and the rest 14% respondents say the version is best because of its Colour.
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Q12. As Tata has introduced its Tata Nano CNG version in Auto Expo 2012, which Nano would you opt if you want to buy? Attribute Nano STD Nano CX Nano LX Nano CNG 10 7 13 20 Number

Table 3.14, Which Nano would you opt

Which one Would you opt

20% 40% 14% Nano STD Nano CX Nano LX Nano CNG 26%

Figure 3.14,Which Nano would you opt

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INTERPRETATION: Out of total sample size 40% respondents say they would opt for Nano CNG, 26% respondents say they would opt for Nano LX, 20% respondents say they would opt for Nano STD and the rest 14% respondents say they would opt for Nano CX.

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Q13. If the price of the Nano would increase in future, would you still purchase it?

Attribute Yes No Can't Say 9 28 13

Number

Table 3.15, Would you purchase if Price Increase

Would you purchase if price increase

26%

18%

Yes No Can't Say 56%

Figure 3.15, Would you purchase if Price Increase INTERPRETATION: 18% respondents say yes that they would purchase Tata Nano even if the price increase, 56% say no they would not purchase, and the rest 26% are cant say category.
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Q14.Can you trust Nano for safety? Attribute Yes No Can't say 10 35 5 Table 3.16, Trust Nano for Safety Number

Trust Nano for Safety

10%

20%

Yes No Can't say 70%

Figure 3.16, Trust Nano for Safety INTERPRETATION: 20% respondents say yes that they trust Tata Nano for saety, 70% say no they would not trust, and the rest 10% are cant say category.

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Q15.Do you think if Tata Nano be made Hybrid? Attribute Yes No Can't Say 19 20 11 Table 3.17, Tata Nano be made Hybrid Number

Can be made Hybrid

22% 38% Yes No 40% Can't Say

Figure 3.17, Tata Nano be made Hybrid INTERPRETATION: 40% respondents say no that Tata Nano cannot be made hybrid, 38% say yes Tata Nano be made hybrid, and the rest 22% are cant say category.

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3.2 RESULTS OF POPULATION RESPONSES :-

Figure 3.18, Results of study-1

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Figure 3.19, Results of study-2

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Output Sheet:
QUESTION VARIABLE STATISTICS Mean Mode Standard deviation

Age Gender Q1 Q2 Q3 Q4 Q5 Q6 Q7 Q8 Q9 Q10 Q11 Q12 Q13 Q14 Q15 Notice Cheapest Worth Performance Buy Becomes Cost Dream Feature Version Reason Opt Price Safety Hybrid

1.86 1.18 1.68 1.54 1.7 2.02 1.6 1.82 1.9 1.2 2.2 2.2 2.26 2.74 2.08 1.9 1.84

2 1 1 1 1 3 2 1 1 1 1 3 1 4 2 2 2

0.571786 0.388088 0.890769 0.787916 0.839096 0.868731 0.494872 0.800253 0.814411 0.404061 1.26168 0.880631 1.084398 1.19198 0.665168 0.343984 0.765586

Table 3.18, Compile Results

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3.3 ANALYSIS AND INFERENCES:-

1. The mean of the age is 1.86 which shows that the most of the respondents are the age group of 20-25. The Standard Deviation is 0.571 which shows that some of the respondents are also from the age group of 18-20.

2. The mean of the gender is 1.18 which shows that most of the respondents are male. The Standard deviation is 0.388 which shows that some of the respondents are female also.

3. As per the analysis, the mean of the first question is 1.68, which shows that most of the respondents notice first thing about Tata Nano is the Compact Design. Also the standard deviation is 0.890 that means that some respondents also notice first thing about Tata Nano is Economical and some notice Fuel Efficient.

4. The mean of question the worlds cheapest car is 1.54 which shows that most of the respondents say no. The standard deviation of 0.787 shows that some people say yes also.

5. The mean of the question Tata Nano worth its cost is 1.7 which states that most of the respondents say no. The standard deviation is 0.839 which shows that

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some of the respondents say yes and also some of the respondents choose cant say option.

6. The mean of the question Acceptable Performance Standards is 2.02 which shows that most of the respondents say no. But the standard deviation is 0.868 which shows that some respondents say yes and some say cant say option.

7. The mean of the question Whether to Buy car or bike is 1.6 which states that most of the respondents say no. The standard deviation is 0.494, which shows that some say yes also.

8. The mean of the question It is able to become Peoples Car is 1.82 which shows that most of the respondents say no. But the standard deviation is 0.800 which shows that some of the people choose the option yes and cant say.

9. The mean of the question Cost is 1.9 which shows that most of the respondents choose Maruti 800. But the standard deviation is 0.814 which shows that some of the people say that they buy Tata Nano and some say they buy other.

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10. The mean of the question Is it fulfilling the common mans dream is 1.2 which shows that most of the respondents say yes. The standard deviation is 0.404 which shows that there are some respondents which say no.

11. The mean of the question Which feature is attracts you the most is 2.2 which shows that most of the respondents say design. The standard deviation is 1.26 which shows that there are some respondents which say price and some say mileage. 12. The mean of the question Which Tata Nano version is best is 2.2 which shows that most of the respondents say Nano CX. The standard deviation is 0.880 which shows that some of the respondents say Nano STD and some say Nano LX.

13. The mean of the question opt is 2.74 which shows that most of the respondents say Nano CX. The standard deviation is 1.19 which shows that some respondents say Nano LX and some say Nano CNG.

14. The mean of the question Price is 2.08 which shows that most of the respondents say no. The standard deviation is 0.665 which shows that some respondents say yes and some choose cant say option.

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15. The mean of the question trust Nano for safety is 1.9 which shows that most of the respondents say no. The standard deviation is 0.543 which shows that some of the respondents say yes.

16. The mean of the question Hybrid is 1.84 which shows that most of the respondents say no. The standard deviation is 0.765 which shows some respondents say yes and some choose the option cant say.

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4.1 RESULTS OF THE STUDY:As Tata Nano is a car which is not for everyone, it is just a car which is fulfilling the common mans dream of buying a car. As common man likes it design feature the most. Most of them believe that Tata Nano CX is the best version of all. As a common man wants to opt for Tata Nano CX because they think the version is best because of its features. My first objective is to know the perception of customers towards Tata Nano. It is very well achieved that the common man is happy with the product. But as the study moves on to other persons, who have better income, who want luxurious car, in this case the perception of those customers is negative towards Tata Nano. As my second objective is finding future market potential for the product, as my geographic area for study is West Delhi. In West Delhi people are hardly interested in Tata Nano. The public image of the product is not very good, the people have negative image of the product, they do not trust Nano for safety, they think that it is not worth its cost, it is not cheapest, it is not providing acceptable performance standards. The preference study among different variants, in this study I came to know that customers prefer Nano CX among different variants of the product. As Tata Nano is made for common man, the project is not successful mainly in the areas where there is low-income group of people, and where the person sees the product as a medium of transport instead of status symbol.
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4.2 LIMITATIONS:-

1. There was time constraint due to other academic activities. 2. The sample size is small.

3. Lack of expertise in carrying out detailed and precise research. 4. Cost constraint for conducting detailed and thorough study.

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4.3 SUGGESTIONS AND SCOPE FOR FURTHER STUDY:1. The study can be more detailed and precise with proper research expertise. 2. The study can help in knowing the image of the product. 3. The study can help in knowing what customers expect from the company.

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Bibliography
1. http://tatanano.inservices.tatamotors.com/tatamotors/home.htm,Accessed on 25/02/2012 at 1.30 pm. 2. http://www.tatamotors.com/know-us/company-profile.php,Accessed on 26/02/2012 at 9.30 pm. 3. http://www.tatamotors.com/products-services/passenger.php?ref=india,Accessed on 26/02/2012 at 9.30 pm. 4. http://www.experiment-resources.com/convenience-sampling.html,Accessed on 28/02/2012 at10.30 am. 5. http://en.wikipedia.org/wiki/Standard_deviation, Accessed on 28/02/2012 at10.45 am.

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Questionnaire
I Kamal Kumar student of GGGSIPU is conducting a customer oriented survey by using close-ended questions in questionnaire. The details which will be revealed by you in this will be confidential and only use for the academic purpose. Thanks. Name : ...

Location : Age Gender : : Male Female

Q1. What is the first thing that you notice about Tata Nano? Economical Fuel Efficient Q2. Is the dream of Ratan Tata, providing worlds cheapest car is fulfilled? Yes Cant Say Q3. Is Tata Nano worth its cost? Yes Cant Say No No Compact Design

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Q4. Is it providing Acceptable Performance Standards? Yes Cant Say Q5. Now if you want to buy bike, instead of buying bike, would you opt for Tata Nano? Yes No Q6. Has Nano really becomes Peoples Car? Yes No Cant Say No

Q7. If you want to buy a car under 2lakh which car would you opt? Tata Nano Other Q8. Is it really fulfilling a common mans dream of buying a car? Yes No Maruti 800

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Q9. Which Feature of Tata Nano is attracting you the most? Price Mileage Cant Say Q10. Which Tata Nano version is the best in comparison to other Nano? Nano STD Nano LX Q11. Why do you think that this version is best? Cost All the above Features Color Nano CX Design All the above

Q12. As Tata has introduced its Tata Nano CNG version in Auto Expo 2012, which Nano would you opt if you want to buy? Nano STD Nano CX Nano LX Nano CNG

Q13. If the price of the Nano would increase in future, would you still purchase it? Yes Cant Say No

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Q14. Can you trust Nano for safety? Yes Cant Say Q15. Do you think if Tata Nano be made Hybrid? Yes Cant Say No No

Date: ..

Signature: .

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