A Study on Consumer Perceptions and Expectations for Tata Nano

This paper is derived from a larger scale project investigating consumer attitudes towards Tata Nano. It presents focus group results on consumer perceptions, attitudes and behavior in relation to preferring and purchasing the Nano. The paper studies the primary data of 150 respondents across NCR (National Capital Region). To explore the customers' perception of Nano, analysis is done on various variables like price, style, attributes, availability, and factors affecting the Indian customers. A study of the performance of the retailers is also done for fastest sales conversion. Factor analysis and cross tabulation were employed to the dataset. It was found that the three major factors that influence the decision of purchasing the car are price, fuel efficiency and performance of the car. The study also revealed that majority of the respondents like the car because of its style and the reasonable price. It was also found that 70 percent Nano customers already had a car. With the increasing competition amongst automobile companies, the findings can act as a strategic tool to achieve competitive advantage and customer satisfaction.