Customer Satisfaction of TATA

NANO Customers
 Submitted By: Manisa Panwala
 Prepared By: Rabadiya Divyesh


 M.B.A-Sem. 2 (THM)
 Roll No.: (09)

Introduction
Tata Nano is the cheapest car in the world. It is sold in home country
India around Rs 1 lakh i.e. approximately USD 2000. It is
manufactured by Tata Limited, the largest to automobile company
in India. It’s Chairman, Mr Ratan Tata envisions that Tata Nano
become a “People’s car” which is affordable by almost everybody.
Tata Nanowas first launched in India on 1 st April 2009 and
expected to be in Indian market by July 2009. Since launching, it
has created a huge buzz all over India.
The company is the world's fifth largest medium and heavy

commercial vehicle manufacturer, and the world's second largest

medium and heavy bus manufacturer and Established in 1945

CONSUMER RESEARCH IN DIFFERENT
DISCIPLINES:
 A considerable body of literature in a range of
different disciplines exists on consumption,
consumer behaviour, and consumer decision-
making process. Research in economics,
business, marketing, psychology and
sociology domains studies consumer
behaviour from different theoretical
premises: “for economists, consumption is
used to produce utility; for sociologists, it is a
means of stratification; for anthropologists –
a matter of ritual and symbol; for
psychologists – the means to satisfy or
express physiological and emotional needs;
and for business, it is a way of making
money”
CONSUMER SATISFACTION PROCESS
 The paramount goal of marketing is to
understand the consumer and to
influence buying behaviour. One of the
main perspectives of the consume r
behaviour research analyses buying
behaviour from the so-called
“information processing perspective“
 Need recognition – realisation of the
difference between desired situation and
the current situation that serves as a
trigger for the entire consumption
process.
 Search for information - search for data
relevant for the purchasing decision,
both from internal sources (one's
memory) and/or external sources.
 Pre-purchase alternative evaluation -
assessment of available choices that
can fulfil the realised need by
evaluating benefits they may deliver
and reduction of the number of options
to the one (or several) preferred
 Purchase -acquirement chosen option
of product or service.
 Consumption -utilisation of the procured
option.
 Post-purchase alternative re-evaluation -
assessment of whether or not and to
what degree the consumption of the
alternative produced satisfaction.

WHY CUSTOMER SATISFACTION IS SO
IMPORTANT
 It seems self evident that companies
should try to satisfy their customers.
Satisfied customers usually return and
buy more, they tell other people about
their experiences, and they may well pay
a premium for the privilege of doing
business with a supplier they trust.
Statistics are bandied around that
suggest that the cost of keeping a
customer is only one tenth of winning
anew one. Therefore, when we win a
customer, we should hang on to them.

1. Research hypothesis:

 Customer Satisfaction of Tata Nano

Customers:
 H1: Customers satisfied with Tata Nano

 Factors Influencing Customer

Satisfaction:
 H1: Price plays an important role in
customer satisfaction
2. Research design
 Research Classification: Descriptive
 Data Collection Technique: Primary
Research
 Population: All Tata Nano Users in
Bhubaneswar
 Sample Size: 20

 Sampling Method: Random Convenient

 Sampling

 Data Collection Tool: Structured

Questionnaire (17)
3. Data analysis:
 Univariate hypothesis test
 regression analysis: for analyzing H1
Design
 Components: Design, Service Station,
Luggage Space, Engine Performance,
Warranty of Spare Parts, Maintenance
Cost, Engine Sound contributes
80.06% of total variance in customer
satisfaction
Findings
 Attributeswhich has a Strong Relationship
with Customer satisfaction of Nano Cars :
  Price
 Service Station
 Design
 Safety
 Engine Performance
 Engine Sound
 Resale value

 

 THANK YOU