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					Report: Perception towards TATA “Nano”



TABLES & CHARTS
1.                  Demographic Analysis
Table & Graph 1.1       Gender
Table & Graph 1.2       Age Distribution
Table & Graph 1.3       Profession
Table & Graph 1.4       Income Group

2.                  Factor Analysis
Table 2.1                 KMO and Bartlett’s Test
Table 2.2                 Total Variance Explained
Table 2.3                 Rotated Component Matrix

3.                  Awareness of TATA Nano
Table & Graph 3.1        Responses over Awareness

4.                  Acceptance Level of TATA Nano
Table & Graph 4.1         Responses over “Liking” and “Plan to Buy”

5                   Name Justifies the Product
     Graph 5.1      Showing Responses over Name “NANO”

6                   “Bike” over “NANO”
     Graph 6.1      Showing responses for “Bike” over “NANO”

7                   Feature that inspires the purchasing decision for “NANO”
     Graph 7.1      Showing responses over the features

8                   Preferred Color
     Graph 8.1      Showing responses over most preferred color

9                   Recommendation of “NANO”
     Graph 9.1      Showing responses over Recommendation of “NANO”

10                  NANO as Dream Car
     Graph 10.1     Showing responses over NANO as Dream Car

11.                 Cluster Analysis
Table 11.1                 Final Cluster Centers
Table 11.2                 No. of Clusters in each case




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Report: Perception towards TATA “Nano”



Executive Summary
The research was conducted to find out the perception of the mass towards “TATA” Nano. The

research was done completely for academic purpose for the course “Research Methodology”. The

Research’s main objective was to find out the awareness level, acceptance level towards “NANO”

and the major factors affecting the purchase of a small car like “NANO”.

The research was based on both primary data collected through survey using questionnaire and also

through secondary data like journals, magazines and articles. Almost 100 respondents were

interviewed using a structured questionnaire. The data was collected from different areas of

Bangalore like BTM, Kormangla etc. The data was tabulated using excel sheet. The data analysis was

done through tables, charts, graphs and some of the statistical tool like factor Analysis, cluster

Analysis. The software package used for the data analysis was SPSS 14.0.




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Report: Perception towards TATA “Nano”



TATA Group Profile
The Tata Group comprises 98 operating companies in seven business sectors: information systems
and communications; engineering; materials; services; energy; consumer products; and chemicals.
The Group was founded by JRD Tata in the mid 19th century, a period when India had just set out on
the road to gaining independence from British rule. Consequently, JRD Tata and those who followed
him aligned business opportunities with the objective of nation building.


The Tata Group is one of India's largest and most respected business conglomerates, with revenues
in 2006-07 of $28.8 billion (Rs129,994 crore), the equivalent of about 3.2 per cent of the country's
GDP, and a market capitalization of $66.9 billion as on February 21, 2008. Tata companies together
employ some 289,500 people. The Group's 27 publicly listed enterprises among them stand out
names such as Tata Steel, Tata Consultancy Services, Tata Motors and Tata Tea have a combined
market capitalization that is the highest among Indian business houses in the private sector, and a
shareholder base of over 2.9 million. The Tata Group has operations in more than 80 countries
across six continents, and products and services are exported to 85 countries.


The Tata family of companies shares a set of five core values: integrity, understanding, excellence,
unity and responsibility. These values, which have been part of the Group's beliefs and convictions
from its earliest days, continue to guide and drive the business decisions of Tata companies. The
Group and its enterprises have been steadfast and distinctive in their adherence to business ethics
and their commitment to corporate social responsibility. This is a legacy that has earned the Group
the trust of many millions of stakeholders in a measure few business houses anywhere in the world
can match.




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Report: Perception towards TATA “Nano”



TATA MOTORS PROFILE:
 Tata Motors Limited is India's largest automobile company, with revenues of Rs. 32,426 crores
 (USD 7.2 billion) in 2006-07. It is the leader by far in commercial vehicles in each segment, and the
 second largest in the passenger vehicles market with winning products in the compact, midsize
 car and utility vehicle segments. 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.
       The company's 22,000 employees are guided by the vision to be "best in the manner in
 which we operate best in the products we deliver and best in our value system and ethics." Tata
 Motors helps its employees realize their potential through innovative HR practices. The company's
 goal is to empower and provide employees with dynamic career paths in congruence with
 corporate objectives. All-round potential development and performance improvement is ensured
 by regular in-house and external training.
        The company has won several awards recognising its training programs. Established in
 1945, Tata Motors' presence indeed cuts across the length and breadth of India. Over 4 million
 Tata vehicles ply on Indian roads, since the first rolled out in 1954. The company's manufacturing
 base is spread across India - Jamshedpur (Jharkhand) in the east, Pune (Maharashtra) in the west,
 and in the north in Lucknow (Uttar Pradesh) and Pantnagar (Uttarakhand). A new plant is being
 set up in Singur (close to Kolkata in West Bengal) to manufacture the company's small car. The
 nation-wide dealership, sales, services and spare parts network comprises over 2,000 touch
 points. The company also has a strong auto finance operation, TML Financial Services
       Limited, supporting customers to purchase Tata Motors vehicles.Tata Motors, the first
 company from India's engineering sector to be listed in the New York Stock Exchange (September
 2004), has also emerged as an international automobile company. In 2004, it acquired the
 Daewoo Commercial Vehicles Company, Korea's second largest truck maker. The rechristened
 Tata Daewoo Commercial Vehicles Company has launched several new products in the Korean
 market, while also exporting these products to several international markets. Today two-thirds of
 heavy commercial vehicle exports out of South Korea are from Tata Daewoo. In 2005, Tata Motors
 acquired a 21% stake in Hispano Carrocera, a reputed Spanish bus and coach manufacturer, with
 an option to acquire the remaining stake as well. Hispano's presence is being expanded in other
 markets.




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Report: Perception towards TATA “Nano”


        In 2006, it formed a joint venture with the Brazil-based Marcopolo, a global leader in Body-
 building for buses and coaches to manufacture fully-built buses and coaches for India and select
 international markets. Tata Motors also entered into a joint venture in 2006 with Thonburi
 Automotive Assembly Plant Company of Thailand to manufacture and market the company's
 pickup vehicles in Thailand. In 2006, Tata Motors and Fiat Auto formed an industrial joint venture
 at Ranjangaon (near Pune in Maharashtra, India) to produce both Fiat and Tata cars and Fiat
 power trains for the Indian and overseas markets; Tata Motors already distributes and markets
 Fiat branded cars in India. In 2007, Tata Motors and Fiat Auto entered into an agreement for a
 Tata license to build a pick-up vehicle bearing the Fiat nameplate at Fiat Group Automobiles' Plant
 at Cordoba, Argentina. The pick-up will be sold in South and Central America and select European
 markets.
       These linkages will further extend Tata Motors' international footprint, established through
 exports since 1961. While currently about 18% of its revenues are from international business, the
 company's objective is to expand its international business, both through organic and inorganic
 growth routes. The company's commercial and passenger vehicles are already being marketed in
 several countries in Europe, Africa, the Middle East, Australia, South East Asia and South Asia. It
 has assembly operations in Malaysia, Kenya, Bangladesh, Ukraine, Russia and Senegal. The
 foundation of the company’s growth is a deep understanding of economic stimuli and customer
 needs, and the ability to translate them into customer-desired offerings through leading edge
 R&D. The R&D establishment includes a team of 1400 scientists and engineers. The company's
 Engineering Research Centre was established in 1966, and has facilities in Pune, Jamshedpur and
 Lucknow. The ERC has enabled pioneering technologies and products. It was Tata Motors, which
 developed the first indigenously developed Light Commercial Vehicle, India's first Sports Utility
 Vehicle and, in 1998, the Tata Indica, India's first fully indigenous passenger car. Within two years
 of launch, Tata Indica became India's largest selling car in its segment. The ERC in Pune, among
 whose facilities are India's only certified crash-test facility and hemi-anechoic chamber for testing
 of noise and vibration, has received several awards from the Government of India. Some of the
 more prominent amongst them are the National Award for Research and Development Efforts in
 Industry in the Mechanical Engineering Industries sector in 1999, the National Award for
 Successful Commercialization of Indigenous Technology by an Industrial Concern in 2000, and the
 CSIR Diamond Jubilee Technology Award in 2004.
       The company set up the Tata Motors European Technical Centre (TMETC) in 2005 in the
 UK. TMETC is engaged in design engineering and development of products, supporting Tata
 Motors' skill sets. Tata Daewoo Commercial Vehicle Company and Hispano Carrocera also have


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Report: Perception towards TATA “Nano”


 R&D establishments at Gunsan in South Korea and Zaragoza in Spain. The pace of new product
 development has quickened through an organisation-wide structured New Product Introduction
 (NPI) process. The process with its formal structure for introducing new vehicles in the market
 brings in greater discipline in project execution.
        The NPI process helped Tata Motors create a new segment, in 2005, by launching the Tata
 Ace, India’s first indigenously developed mini-truck. The years to come will see the introduction of
 several other innovative vehicles, all rooted in emerging customer needs. Besides product
 development, R&D is also focusing on environment-friendly technologies in emissions and
 alternative fuels.
        Through its subsidiaries, the company is engaged in engineering and automotive solutions,
 construction equipment manufacturing, automotive vehicle components manufacturing and
 supply chain activities, machine tools and factory automation solutions, high-precision tooling and
 plastic and electronic components for automotive and computer applications, and automotive
 retailing and service operations.
        True to the tradition of the Tata Group, Tata Motors is committed in letter and spirit to
 Corporate Social Responsibility. It is a signatory to the United Nations Global Compact, and is
 engaged in community and social initiatives on labor and environment standards in compliance
 with the principles of the Global Compact. In accordance with this, it plays an active role in
 community development, serving rural communities adjacent to its manufacturing locations.
        With the foundation of its rich heritage, Tata Motors today is etching a refulgent future.


Manufacturing:
Tata Motors owes its leading position in the Indian automobile industry to its strong focus on
indigenization. This focus has driven the Company to set up world-class manufacturing units
with state-of-the-art technology. Every stage of product evolution-design, development,
manufacturing, assembly and quality control, is carried out meticulously. Our manufacturing
plants are situated at Jamshedpur in the East, Pune in the West and Lucknow in the North.


 Jamshedpur:

Established in1945, the Jamshedpur unit was the company's first unit and is spread over an area
of 822 acres. It consists of 4 major divisions - Truck Factory, Engine Factory, Cab & Cowl
Factories, and the Novus. Engineering Division, which has one of the most versatile tool making
facilities in the Indian sub-continent.


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Report: Perception towards TATA “Nano”


 Lucknow:

Tata Motors Lucknow is one of the youngest production facilities among all the Tata Motors
locations and was established in 1992 to meet the demand for Commercial Vehicles in the
Indian market.


 Uttarakhand

The company has set up a plant for its mini-truck, Ace, at Pant Nagar in Uttarakhand. The plant
will begin commercial production during the course of the year.


Research:
 Research & Development:

 Research provides the much-needed inspiration for the birth of new ideas, which in turn
 breathes new life into products. World-class automotive research and development are key
 factors that contribute to the leadership of the Company.

Engineering Research Centre (ERC):

The Research Centre at Jamshedpur regularly upgrades components and aggregates. A well-
equipped torture track enables rigorous and exhaustive testing of modifications before they are
used as regular fitments.


Safety (CRASH TEST FACILITY):
For Tata Motors, safety is of paramount importance. This avenue provides no room for the
slightest margin of error.

Tata Motors ERC is the only high-tech facility in India to evaluate the degree of passenger safety
in the event of any high-speed impact. Through a special crash test facility. Different types of
accidents are simulated; the results analyzed, and put to use in the development of a vehicle
that satisfies stringent international safety norms.

Special high-speed cameras record test crashes at the rate of 1000 frames per second. An
accident, for instance, at the speed of 50 kilometers per hour, lasts one eighth of a second.
Thus, 125 frames recorded by these cameras are available for study with the completion of each




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Report: Perception towards TATA “Nano”


individual test.


Minimizing Noise (ANECHOIC CHAMBER):
Anechoic chamber is a highly sophisticated noise and vibration laboratory, the nerve centre of
which is a vast chamber lined with 88,000 cones projecting at various angles from the walls and
ceiling. It is one of its kinds in India and is developed completely with in-house facilities.


Designing and Styling (CAD CENTRE):

        The CAD centre is equipped with 53 state-of-the-art CAD stations and the latest
software. The CAD centre is a vital organ of ERC's Cab Design Section. CAD designing involves
development of vehicle specifications, styling interiors and exteriors, reviewing the styling from
the engineering and aesthetic points of view, virtual prototyping to check for design
acceptability and feasibility of manufacture.




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Report: Perception towards TATA “Nano”



TATA NANO
Tata Motors' plans would produce, in real terms, by far the cheapest car ever made.
An Indian car may soon earn a parking place in history alongside Ford's Model T, Volkswagen's
Beetle and the British Motor Corp.'s Mini, all of which put a set of wheels within reach of millions of
customers after they rolled onto the scene. Tata Motors is developing a car it aims to sell for about
$2,500 the cheapest, by far ever made.
# Source :(NYSE: TTM - news - people)


       Tata Nano - The little car that might change the world




TECH SPECS:
Length                           : 3.1 m
Width                            : 1.5 m
Height                           : 1.6 m
To seat                          :4
Engine                           : 643cc, 2-cylinder, all-aluminum
Power                            : 33 BHP
Position                         : Engine, battery at rear end
Boot                             : In front
Fuel                             : Petrol
Fuel injection                   : MPFI
Fuel consumption                 : 20 kmpl.
AC                               : Only in deluxe version
Passenger side mirror            : No
Power steering                   : No
Price                            : $2500 at dealer + VAT + transport cost. Base version
                                 approximate on-road price: $3000
Tyres                            : Tubeless tyres.
Body                             : All-steel
Safety features                  : Crumple zones, intrusion-resistant doors, seat belts,
                                   2 A-Pillars
Suspension                       : Independent front and rear

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Report: Perception towards TATA “Nano”


Seldom do we see cars that rewrite the history books even before they are seen running around on
the roads. And hardly ever do we see cars that vow to put the nation on four wheels. The Tata Nano
is one such car – a car that has been in the news for quite a few years, for reasons good and evil.
Nano is a car which has breathed into life due to one man. Give credit to Mr. Ratan Tata for his
determination to build a low cost family car that has come true, finally! Took long it did, but the
Nano came in a beautiful form. Touted as world’s cheapest car by a far cry, Nano has been the talk
of the town around the globe. Head honchos of big organizations have been pouring in by numbers
to have a look at this engineering masterpiece. We bring you some interesting bits.
Looks:

Length                                                                                          3100mm
Width                                                                                           1500mm
Height                                                                                          1600mm
Wheelbase                                                                                       2230mm.
Ground Clearance – 180mm

You will be wondering why I am talking about the dimensions of the Nano, since all of you know that
it is a rather compact and tiny machine. It is because I have good reason to talk about the
dimensions. You see, the Nano is going to be faced with Maruti 800 as its main rival. But you could
throw in the Alto and Zen Estilo to mark out some design and packaging aspects. Just to get things in
perspective, Nano is over 230mm shorter than 800 in overall length but the wheelbase advantage of
155mm over the offering from Maruti makes sure that the Nano is more accommodating than the
800. Tata has managed to squeeze out a 60mm advantage in width and Maruti 800 falls short of
about 100mm in height. So in essence, you get more legroom, better shoulder room and room more
than enough for a turban, if you wear one! But before you enter inside, you are bound to gape in
admiration at the beautifully crafted curves of this micro car. I personally feel that the front has a lot
of Zen Estilo written on it, but manages to look really funky and cool.
The mono-volume design establishes a sea of change from the two-box layout of the 800. What it
ensures the Nano with is extremely short overhangs and tight packaging. For a car of this size and
image, the Nano is an extremely sexy looking car with futuristic design cues. The bonnet line is steep
and unites together with the bumper in a seamless way. Though there is no ‘grille’ per se, the front
has a smiling look which accentuates the ‘happy’ feeling. The fog lamps are incorporated in the
bumper which has a distinct air dam running across in between them. In profile, the Nano resembles
Mitsubishi’s latest small car ‘i’. The rear of the Nano is somewhat recognizable. The tail lamps are
inspired from elder sister, Indica. So this is a very compact hatchback, yes? No my friend, you are
massively wrong. Even I was dumbfounded when I discovered that the Nano cannot be called a

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Report: Perception towards TATA “Nano”


hatchback – a word so true to the way the small cars are. The reason for this is because it does not
have a hatch! The tail gate cannot be opened owing to it being joined together with the boot sill.
This makes accessing the engine a pain in the bottom. But a hatchback it will be called still. The back
side of the Nano is made attractive by the mid mounted exhaust pipe which peeps out of the
aggressively designed bumper.

The ultra-secret people's car for India - the Tata Nano - is here. How will this
car change the way India, and the developing countries drive?

The Nano is disruptive tech - make no mistake.
The world's car manufacturers have expressed all shades of opinion in the run-up to the Tata Nano.
Suzuki has said that it is impossible V W said it is not what they want to do. DaimlerChrysler said
they think it is an important market Tata is trying to tap.
There was no way Tata could design a car the conventional way. So went at it on a clean slate. And
seems to have pulled it off. The rear engined car will have a small boot for luggage storage in the
front. In the process of developing the Nano, Tata Motors has added 40 patents to its kitty.
This car, if it becomes a hit, will make every auto company change the way it works and look at
the volume market. Not only in India, but in entire Asia and every third world country. Offering
mobility for the masses is big business. The VW Beetle did that, and so did Henry Ford.


Environmental Impact
In India, a car like this can crowd the streets, forcing the government to improve infrastructure - and
as the evolution of the Western industrial society demonstrates, affordable cars can be a major force
for change. But till that happens, this is a car that can seriously crowd the streets - and make life a
bit tougher in the short-term.
The car will have a two-cylinder 624-cc petrol engine with 33 bhp of power.
It will also have a 30-litre fuel tank and four-speed manual gearshift. The car will come with air
conditioning in the deluxe version, but will have no power steering. I know, that's pathetic power by
American and Western standards. But Indian maximum legal speeds are way lower than them - and
Tata Motors anyway claims that the car is as fast as the Maruti 800, India's original People's Car that
changed things a couple decades back. And there are a million or more of them on the streets of
India already. The car will have front disk and rear drum brakes. The company claims mileage of 22
kmpl in city and 26 kmpl on highway.
The $ 2500 is the dealer price - the actual price on the road might be approx Rs. $3000.
The car launched is being avidly watched by the auto industry around the world.


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Report: Perception towards TATA “Nano”


As attractive as the Nano is on the outside, the same cannot be said for the interior. The plastics feel
cheap and it is here that you begin to feel the concern towards the price that Tata was aiming at.
The rudimentary knobs and switches point towards the use of materials which would be better off in
tractors twenty years old! Dreary and uninspiring by any measure, that’s what one can say about the
interior quality and looks. What impressed me though was the layout. Spacious and functional, the
dashboard has a curved look which can prove beneficial when it comes to storing items. The Chevy
Spark started it for the small cars and the Nano continues on what seems to be the current trend.
The instrument binnacle is mid-mounted and the centre console has a swooping form which houses
all the important knobs and air con vents. Speakers for the audio system have been incorporated on
the rear bench just under the seat area.
The speedo is calibrated to a top whack of 120kmph though we shall reserve our statements on that
till we test the car thoroughly. Cash saving activity has gone a bit too far with the sun visor, there’s
only one! Please Tata, please, have mercy on the people who will sit on the passenger seat, only to
find no sun visor to protect their skin from sun or no vanity mirror for women (men too, going by the
current fashion!) to put the make-up on. The centre console, forming a crest in the middle of the
dash, can be worrisome if you happen to be as tall as Rajpal Yadav. The seats have integrated head
restraints, like in the hugely popular, Hyundai i10. Yes the Nano will be deprived of a lot of creature
comforts but to satisfy your salivating mouth, Tata will offer the top end version with air con, power
windows and power steering. This car is destined to be exported too, so provision for ABS and
airbags will also be there for sure. The floor mounted four-speed gearbox wasn’t smooth as silk but
would give the 800 something to take inspiration from. Roominess is what this compact car from
Tata is all about. Four average sized Indians will find themselves enjoying their ride.


SAFETY
Passes crash tests. Side impact test yet to be done, but Tata is confident about it. It has 2 A-pillars on
one side to better meet safety norms. No airbags. Airbags are still not a required feature in India. But
you have crumple zones, intrusion-resistant doors, seatbelts and anchorages.
A four wheeler is safe than a scooter. So to begin with, the huge two wheeler population of India
gains a safety benefit. But will it pass the safety requirements of a large car or even a high
technology compact? Unlikely. But that is not the objective - it is to improve the safety of four-
member families like this one that rides scooters and at risk every day.
And so here it is. If Tata Motors is right, we could be witnessing a serious disruptive force and one
that might kick-start India on to a high growth path. Successful mass market mobility does that to a
country.


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Report: Perception towards TATA “Nano”


Mechanicals:
Everyone, and it does not discount the motoring journos, expected the ‘One Lakh Car’ to have a
plastic body. But boy did Tata play it big there! Contrary to everyone’s belief, the Nano is a metal-
bodied car with four full-blown doors to ease the ingress and egress. This is a uni-body construction
but makes use of a sub-frame which adds to the strength in addition to providing support for drive
train and suspension units. The suspension has a story of its own altogether! Well, Tata engineers
said that since the rear-biased weight distribution led to some scary moments while testing the car,
they had to optimize the suspension setup and add a fair amount of other eccentric but equally
helpful technical add-ons like fatter rear tyre while the battery box and fuel tank are placed right
underneath front occupants.
The engine is what has been the buzz word around the car. It is an all-aluminum two cylinder engine
displacing 624cc with two valves per cylinder driven by a single overhead camshaft. The bore and
stroke are nearly similar giving it a ‘square’ form. Making the Nano move will be the power of 33
horses which will peak out at 5500rpm while 48Nm of turning force will be supplied at a meager
2500rpm which should help the drivability of the car. The Nano will transmit its small amount of
power via a 4-speed cable operated gearbox with the fourth being an overdriven ratio. Tata is
working on developing an automatic gearbox as well but that will not be available when the car gets
launched later this year. In addition to the 624cc petrol engine, the Indian auto giant might also
bring out a common-rail diesel engine (700cc) which might be of the same architecture as the one
seen on Tata Ace.




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Report: Perception towards TATA “Nano”



LITERATURE REVIEW
Article 1 :What gave Nano a headstart ?
The Nano could potentially challenge the conventional wisdom within the auto industry that wholly
new concepts do not live long enough. New launches basically add a whistle here and a bell there to
the plethora of existing models. Indeed, in more than 70 car launches worldwide, there have been
not more than a handful of seminal shifts within this industry.


But the Tata offering has come to topple all those casts by reordering the status-quo. The whole
story seems to strike two notes at once. The first one is true to the old adage among businesses that
the wise profit from giving that which profits their customers; the second dares to contrarily create
and nurture a space that others overlooked or even rejected.

Some known facts
Not too long ago, many pundits within the industry had held that small cars such as the Maruti 800
have outlived their use and must, therefore, pack up. Yet, just into 2008, a glowing Mr. Ratan Tata
drove on to the stage in his Nano, that sports a far lower powered engine and which may soon storm
the Indian roads.
Surprisingly, many of the same pundits who had bemoaned the twilight of Maruti 800 have now
begun to celebrate the business sense that the Nano exudes. It looks like, in any case, the Tata Nano
project has defied textbook constructs of successful venturing.
In fact, we knew for good reasons that there is much less money to be made in small cars. We also
knew that products conceived for specific markets have less possibility of success than those
visualized on a global basis.
And, admittedly, auto majors with a wider, deeper portfolio of cars are rightly believed to be able to
gain more profitably from a radical but relevant offering.
Such manufacturers, it is often acknowledged, are able to reap from the economies of scale that can
be got from sharing the costs of design, manufacture and retail, among their entire product line-up.


Small-car concept
The Tata project bore none of the above usual stamps of success. Yet it is pretty hard to term Nano
anything but a success going by the reception it received. This perhaps indicates that the real game
is one of strategy.
Indeed, it is not so much about cars or of experience as about getting clear the underlying concepts
and attitudes. Ironically, Tata's capture of the "small car concept" is in itself hardly path-breaking.

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Report: Perception towards TATA “Nano”


One recollects that when the Maruti 800 was introduced around the mid-1980s, it was, even after
adjusting for the then stronger rupee, an immensely affordable car (well below a lakh of rupees). It
was, in fact, India's first small, sweet car.
But, over time, the sweetness of Maruti 800 - rather than the real demand for small cars - had
diminished. That was primarily because of its price, which kept on surging.
What is certainly path-breaking is the price tag of the Nano. Even if we went all the way back before
all those price rises and income growth spread over the past two consecutive decades, Nano's price
would have still generated a landslide sales record in the mid-1980s.


The price element
And, what is important is, where a pre-liberalised mid-1980s represented stunted buying power,
"today's India" that is to receive the Nano, represents greatly enlarged buying power.
This, in effect, gives the Nano an exceptional welcome thrust. Besides the element of price-point -
where Tata Motors led the pack on a wide margin - almost every other major car company in the
world seems to have otherwise just as seriously investigated small cars.
If anything, notwithstanding the environment dimension, the persistently high oil prices of
the present decade have, in fact, made all makers gravitate toward more fuel-efficient, smaller cars.
The key question, then, is: With so many auto firms zeroing in on small cars, how did Tata Motors
achieve such astounding price levels? Indeed, when global industry majors were talking about a
small car with trendy, tiny engines, they were all, in effect, attempting to scale down on what they
were traditionally good at: Medium and big cars.


Two perspectives
Unlike Tata Motors, almost none of the global majors had paid due attention to the thought of an
all-new small car. There is, for sure, a big difference between scaling down a big-sized car to a viable
small size.
The gamut of idea generation, concept, design, making, retailing, and so on, differs a great deal
between the two perspectives. The first perspective tweaks to fit what is already on hand, whereas
the second creates afresh to fulfill what is widely sought.
Consequently, the processes that colour the making of an inexpensive and cheerful car are not at all
'cheap'. Understandably, those processes have to be richer in innovation, bolder in imagination,
nimbler in evaluating and, of course, shrewder in putting together the pieces (ideas, hardware, and
costs) appealingly.




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Report: Perception towards TATA “Nano”


Taking the lead
The stalwarts of the car industry never quite saw 'small cars' as 'small cars'. Here is where Tata
Motors strode ahead, giving Mr. Tata and his team a head-start. The Nano, then, brings home the
truth that lacking certain advantages can actually prove more rewarding.
The car industry, unlike the insurance industry, which enjoys safety cover from reinsurance, has
never been able to obtain a guaranteed cover for assured success.
One could say that the future Nanos would certainly get their shots of incremental improvement. So,
too, would be the approaches of many other aspiring small-car makers, after taking note of this
primordial shift.
# Source : The Hindu Business Line — February 5th, 2008



    Article 2: Tata to ride Nano to Geneva Motor Show
Tata Motors' Nano, easily the world's most talked-about car these days, will make its international
debut at the 78th Geneva Motor Show in the first week of March. The five-door hatchback that costs
just Rs 100,000 ($2,500), making it the world's cheapest, was unveiled in January this year at the
Auto Expo here. Nano would be among Tata Motors' exhibits at the show, a company spokesperson
said here.
Sales of Nano, nicknamed the people's car for its affordable pricing that will make four-wheelers
available to millions of middle-class people who hitherto rode two-wheelers, is expected to start in
the second half of this year.
Although the car has its share of critics, it has undeniably put India on the global automotive map
and has triggered a race among leading car makers to match the Nano price-point. Already, car
manufacturers Renault and Nissan are eyeing a $3000 car.
The Nano, which Tata Motors has said meets all safety and emission norms, will share the limelight
with top marques from around the world that are expected at the show. This year's edition of the
Geneva Motor Show will mark the 11th year of participation for Tata Motors. Tata Motors' Nano,
easily the world's most talked-about car these days, will make its international debut at the 78th
Geneva Motor Show in the first week of March.
# Source :The Economic Times — February 7th, 2008


                         Article 3: Indian people's car
India is one of those developing countries whose economies are expected to be among the world
leaders by the middle of this century. Its technological skill and financial clout have already made an
impact in the IT industry and the international cricketing arena, to take just two examples. But the
unveiling of Tata Motors' Nano car in New Delhi yesterday

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Report: Perception towards TATA “Nano”


The headline news is that the Nano will cost only pounds 1,300, thus opening a potentially huge
market in the developing world. But Tata has also stolen a march on giant vehicle manufacturers
such as GM, Ford, Toyota, V W, Mitsubishi and Renault-Nissan, all of which are looking to expand
sales in Asia, Africa and Latin America at a time when the European and American markets are,
respectively, flat and declining.
Tata has produced a car that not only costs pounds 500 less than the cheapest Chinese model, but
also breaks technological ground by having a rear-mounted two-cylinder engine, which both saves
fuel and creates interior space. It has taken out more than 34 patents on technologies used in its
manufacture. The Tata Group, the country's largest conglomerate, epitomizes the global outreach of
modern India; having acquired the Corus metals company last year, it is now seeking to buy Jaguar
Cars and Land Rover.
The world's second most populous nation presents a striking contrast between that kind of industrial
clout and the poverty in which most Indians still live. At one end of the scale are billionaires such as
Vijay Mallya, who is promoting India as a Formula 1 racing power. At the other are the inhabitants
of Mumbai's periphery who lack decent housing, education and healthcare. The Nano lies between
those two extremes: a car built to attract members of the urban middle class who at present perch
on motorcycles. That it will add to India's already acute traffic problems should remind the
government of how far it has fallen behind in infrastructure development, whether roads, electricity
or water. The Nano is a remarkable first from a country that still exasperates for its failure to provide
basic services.
# Source : As published in The Daily Telegraph, London on January 11th, 2008.




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Report: Perception towards TATA “Nano”



PROBLEM DEFINITION
Marketing Research Problem:

       “To find out the consumer perception on TATA’S NANO in Bangalore city.”

TATA’s NANO will be launched on 23rd March 2008. There has been lot’s of excitement and
enthusiasm among the mass for the product. To find out how the common mass perceives the
product and how should TATA Motors position “NANO” it is important to conduct a research.



Objective of the Study:
          To know the consumer perception on TATA “NANO”.
          To find out the awareness level about TATA “NANO”.
          To find out the Acceptance level of people.
          To know about factors affecting purchase decision of TATA “NANO”.
          To find out the target segment for TATA NANO




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Report: Perception towards TATA “Nano”



RESEARCH METHODOLOGY
RESEARCH DESIGN:
       Descriptive Research Method

SAMPLING PROCEDURE:

       Sampling Plan: Convenient Sampling (Non-Probabilistic Sampling Method)
       Sample Size: 100 respondents

QUESTIONNAIRE DESIGN:
       The research was done on the basis of a structured questionnaire


FIELD WORK PLAN:
       100 respondents were interviewed in and around the Alliance Central campus, Anekal,
FORUM Mall, BTM Stage 1 & 2 and Kormangala areas of Bangalore. The group was divided into three
groups of 2 interviewers each who interviewed respondents at the above mentioned locations.
The respondents were interviewed from 4thMar-7th Mar 2009.

LIMITATIONS:
      The accuracy of the responses given by the respondents.
      Data was collected from the limited locations of Bangalore; therefore findings cannot be
       generalized for the whole city or country.
      Language was a barrier between the interviewer and the respondents to collect the
       responses.


DATA COLLECTION
       Data was collected from the following two sources:
PRIMARY DATA COLLECTION:
       Primary Data was collected through “SURVEY” using a structured questionnaire through
which the research was able to get an insight in to the consumers mind and to learn about
perception towards “NANO”.

SECONDARY DATA COLLECTION:
       Secondary Data was collected through magazines, journals, articles and earlier reports.
Secondary Data helped in finding the variables that has an effect on the perception made by the
people towards TATA Nano.



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Report: Perception towards TATA “Nano”



DATA ANALYSIS & INTERPRETATION
   1. DEMOGRAPHIC ANALYSIS
    GENDER

       Table 1.1
                              Gender Type               Frequency
                           Male                                      64
                           Female                                    36
                           Total                                    100




                                            Graph 1.1
The above mentioned chart clearly shows that out of 100 respondents 64 were males and 36 were
females.


    AGE DISTRIBUTION

       Table 1.2
                   Age                              No.of Respondents
                   18-30 yrs                                 64
                   30-50 yrs                                 32
                   Above 50 yrs                               4
                   Total                                     100




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Report: Perception towards TATA “Nano”




                                           Graph 1.2

The above mentioned chart clearly shows that majority of the respondents lies between the age
group of 18-50 yrs.


         PROFESSION

        Table 1.3
                        Profession                  No.of Respondents
                        Govt. Employee                     10
                        Pvt. Sector Employee               44
                        Student                            31
                        Businessman                        12
                        Professional                       3
                        Any other                          0
                        Total                             100




                                           Graph 1.3
The above mentioned chart shows that data was collected from respondents having varied types of
occupation. The majority of the respondents were pvt. sector employee and students.

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Report: Perception towards TATA “Nano”


    INCOME GROUP

   Table 1.4
                        Monthly Income           No.of Respondents
                      Rs.5000-Rs.10000                  10
                      Rs.10000-Rs.15000                 16
                      Rs.15000-Rs. 20000                14
                      Above Rs. 20000                   29
                      Not Earning                       31
                      Total                            100




                                         Graph 1.4




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Report: Perception towards TATA “Nano”


      2. FACTOR ANALYSIS
        To understand the various parameters affecting the perception of the mass towards TATA
Nano, the respondents were interviewed with the help of questionnaire mentioned in the appendix
having the variables found from the secondary data. Further analysis was done through factor
analysis with the help of SPSS software. The goal of the factor analysis is to reduce the no. of original
set of variables to a smaller set of comprehensive factors for use in subsequent multi-variant
analysis. Therefore through the factor analysis the 13 variables that the perception of the mass can
be reduced to lesser no. of comprehensive factors that can explain the other variables. This shall
reduce the complexity. The output we get after compiling the input data is:

KMO and Bartlett's Test
Table 2.1
                   Kaiser-Meyer-Olkin Measure of
                   Sampling Adequacy.                                            .669

                   Bartlett's Test of          Approx. Chi-Square            709.908
                   Sphericity                  df                                 78
                                               Sig.                             .000
From this table it can be interpreted that the value of KMO is greater than 0.5, which means that our
research data is appropriate and valid. KMO value is greater than 0.5 because no. of respondents
were more than 5 times the no. of the decision variables.

Table 2.2 Total Variance Explained
 Component                   Initial Eigenvalues               Rotation Sums of Squared Loadings
                                  % of        Cumulative                    % of       Cumulative
                   Total       Variance          %             Total      Variance         %
 1                  3.808            29.294       29.294         3.780        29.076        29.076
 2                  2.095            16.119       45.413         2.095        16.115        45.191
 3                  1.772            13.629       59.042         1.769        13.608        58.799
 4                  1.272             9.784       68.826         1.304        10.027        68.826
 5                   .932             7.172       75.998
 6                   .904             6.951       82.949
 7                   .796             6.119       89.068
 8                   .546             4.197       93.266
 9                   .303             2.329       95.595
 10                  .239             1.841       97.436
 11                  .153             1.175       98.612
 12                  .122               .941      99.553
 13                  .058               .447     100.000
Extraction Method: Principal Component Analysis.


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Now from the above table of SPSS output the total no. of factors in which the variables can be
classified can be realized. From the Eigen values of each factor in the table, the factors having Eigen
value greater than 1, shall be considered for further analysis.

As in this case the Eigen value of 4 factors is more than 1, so the no. of factors shall be 4. The
percentage of variance column shows that the total variance explained by each factor. As in this case
the 1st factor explains the total variance up to 29.294 %, similarly the entire factors explains the
variable. Upto 68.826% of the variables are explained by the 4 factors. It means 31.174% are
explained by other factors which have not been taken into account.

Table 2.3 Rotated Component Matrix(a)
               Variables                                        Component
                                            1               2               3               4
               BrandName                      .171               .501           -.065           -.517
               Design                         .952              -.075           -.011            .003
               Safety                         .919               .047           -.040           -.171
               Afffordability                 .882               .157           -.083           -.231
               Comfort                       -.055               .927            .061            .006
               Status                        -.022               .048            .924           -.034
               Lifestyle                     -.010               .898            .005            .133
               Mantainence                    .830               .008            .049           -.011
               Inspace                       -.122              -.148           -.140            .822
               Accessories                    .021              -.025            .930           -.073
               Power                          .704              -.106            .090            .273
               Powersteering                  .130               .147            .045            .695
               Brakes                        -.025               .297           -.050            .442
Extraction Method: Principal Component Analysis.
Rotation Method: Varimax with Kaiser Normalization.
a) Rotation converged in 4 iterations.

From the above table of output we can identify the distribution of each variable in our selected
factors. Our 4 factors are as follows -


Factor1       = Design (L value = .952) + Safety (L value = .919) + Affordability (L value = .882) +

Mantainence (L value = .830) + Power (L value = .704) shall be combined together to get our 1st
major factor, we may name as “                   . This factor is explaining 129.076 % of the variation.


Factor2 = Comfort (L value = .927)+ Lifestyle (L value = .898)              shall be combined together to get

the 2nd major factor, we may name as “                             “. This factor is explaining 16.115 % of total
variation.



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Report: Perception towards TATA “Nano”




Factor3 = Status (L value = .924) + Accessories (L value = .930) shall be combined together to get
the 3rd major factor, which we may name as ‘              “. This factor is explaining 13.608% of total
variation.


Factor4 = Interior Space (L value = .822). This factor is explaining 10.027% of total variation.



                                 Design
                                                                                          Comfort
                                   Safety

      Factor 1                          Affordability        Factor 2

                                   Mantainence                                             Lifestyle

                                 Power




                               Status


                                                           Factor 4                       Interior Space
    Factor 3

                                Accessories




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Report: Perception towards TATA “Nano”


    3. AWARENESS OF TATA NANO
Table 3.1 (Responses over Awareness)
                               Awareness          No. of Respondents
                               Aware                                 92
                               Unaware                                8
                               Total                                100




                                             Graph 3.1
The above mentioned pie-chart (Graph 3.1)and table (Table 3.1) shows that majority of the
respondents were aware of the TATA’s Nano.



    4. ACCEPTANCE LEVEL OF TATA’S NANO
To find out the acceptance level, the respondents were interviewed over their liking towards TATA
Nano and their Plan to buy on a likert scale. Following were the responses:


Table 4.1(Responses over Acceptance)

                  Responses                    Liking              Plan to buy
                  Definitely                                 27                  16
                  Somewhat                                   56                  24
                  Neutral                                    12                  28
                  Somewhat not                                 5                 20
                  Definitely no                                0                 12
                  Total                                     100                  100




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Report: Perception towards TATA “Nano”




                                           Graph 4.1

From the above mentioned chart it can be realised that liking of the respondents towards TATA
Nano is very high i.e. TATA Nano is liked by most of the respondents. But there is mixed responses
over their plan to buy TATA Nano. There were around 40 respondents who may buy TATA Nano and
there 32 respondents who may not buy. The rest 28 were neutral.




   5. NAME JUSTIFIES THE PRODUCT




                                           Graph 5.1

The Graph 5.1 shows that most of the respondents believe that the name “NANO” justifies the
product.

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Report: Perception towards TATA “Nano”


   6. NANO OVER BIKE




                                            Graph 6.1

Most of the respondent will not prefer purchasing “Bike” over Nano”.



   7. FEATURE THAT INSPIRES THE MOST TO BUY NANO




                                            Graph 7.1

Price is the major feature of “NANO” that inspires respondents the most.




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Report: Perception towards TATA “Nano”


   8. COLOUR




                                            Graph 8.1

Most of the respondents preferred yellow and red colour as their preferred colour for “NANO”.



   9. RECOMMENDATION OF NANO




                                            Graph 9.1

From the above mentioned graph it can be observed that most of the respondents shall recommend
“NANO” to others.




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Report: Perception towards TATA “Nano”




    10.         NANO AS “DREAM CAR”




                                             Graph 10.1

It can be observed from the chart that majority of the respondents do not see “NANO” as
their dream car.


    11.         CLUSTER ANALYSIS
    Cluster Analysis is performed to assign the objects into groups (called clusters) so that objects
from the same cluster are more similar to each other than objects from different clusters. Therefore
in this research, the sample of 100 respondents can be classified into certain no. of groups or
clusters showing the same attributes. This form of analysis will basically help the marketer to
position their product in a much effective way by targeting a certain group of individuals. Therefore
it is important for the research to find as to which cluster of people TATA Nano should be targeted.
Here the grouping variables are age, sex, profession, monthly income, family members, awareness
of TATA Nano, liking and plan to buy Nano. After running cluster analysis through SPSS software
using the above mentioned grouping variables, following output was obtained:

Agglomerative hierarchical clustering

First step for clustering shall be Agglomerative hierarchical clustering which breaks up (divisive) a
hierarchy of clusters. Therefore through hierarchical clustering an idea of the no. of clusters into
which the sample should be classified can be obtained. This is done using “Agglomeration Schedule”
mentioned in Appendix.

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Report: Perception towards TATA “Nano”


From this agglomeration schedule it can be observed that the no. of clusters should be 2 or 3.
The next step of classification of sample into clusters is done through K-means clustering.

K-means Clustering
After running the K-means clustering by entering the no. of clusters as 3, following output was
obtained:
Table 11.1          Final Cluster Centers


                                    Cluster
                                                                          Table 11.2

                         1            2           3
SEX                          1.62         1.28        1.35
AGE                          1.54         1.25        1.45
PROFESSION                   2.69         1.72        2.98
MONTHLYINCOME                3.85         1.94        4.42
FAMILYMEMBERS                6.62         4.19        4.05
AWARENESS                    1.00         1.06        1.11
LIKING                       3.92         4.03        4.09
PLANTOBUY                    1.92         1.75        1.62




CLUSTER 1:
This cluster includes 13 respondents. The major characteristics of this cluster are that most of them
are females, the age group is between 18-50yrs, the major profession is Pvt. Sector employee and
students, monthly income is above Rs. 20000, Avg. no. of family members are 6, all are aware of the
TATA’s Nano, they somewhat like TATA’s Nano but they don’t plan to buy it.
CLUSTER 2:
This cluster includes 32 respondents. The major characteristics of this cluster are that most of them
are males, the age group is between 18-30yrs, the major profession is Pvt. Sector employee and
govt. employee, average monthly income is around Rs. 10000-Rs.15000, Avg. no. of family members
are 4, all are aware of the TATA’s Nano, they somewhat like TATA’s Nano but they don’t plan to buy
it.
CLUSTER 3:
This cluster includes 55 respondents. The major characteristics of this cluster are that most of them
are males, the age group is between 18-30yrs, the major profession is Pvt. Sector employee and
students, average monthly income is above Rs. 20000, Avg. no. of family members are 4, all are
aware of the TATA’s Nano, they somewhat like TATA’s Nano but they have larger orientation
towards buying TATA Nano.
Therefore, TATA Nano should target cluster 3 due to higher intend to purchase, family members are
4 which are suitable for TATA Nano.

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Report: Perception towards TATA “Nano”



Conclusion & Research Findings
      TATA Nano’s awareness level is very high (92%) i.e. most of the people are aware about Tata
       Nano. This has been due to many reasons like controversy in “Singur”, first people’s car in
       just Rs. 1 lakh, brand name of TATA linked with NANO etc. This is a very good sign for TATA
       Nano to capitalize on their public relations.
      Private Sector employees and students have higher degree of acceptance level for TATA
       Nano.
      The most important factors that affect the purchasing decision of the people to purchase a
       small car like “NANO” are Design, Safety, Affordability, power, comfort, lifestyle, accessories
       status and interior space.
      Research shows that the name “NANO” is very well accepted by the people as most of them
       believe that “Nano” justifies the product.
      It was also observed in the research that majority of people shall not prefer “Nano” over
       “Bike” as they believe that bike has some additional benefits over “NANO”.
      “Price” was the most important feature that shall inspire most of the people to purchase
       “NANO”. As the car is available in Rs. 1 lakh only therefore most of the people believe that it
       is affordable to them.
      “Blue” and “Yellow” are the most demanding color that shall be preferred by most of the
       people for their “NANO”.
      It has also been found out through research that most of the people shall recommend
       TATA’s Nano to other which is a very good sign for TATA Motors.
      Also, most of the respondents believe that “NANO” is not their dream car.




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Report: Perception towards TATA “Nano”



Bibliography & References
      Exploratory Factor Analysis - A Book Manuscript by Tucker, L. & MacCallum R. (1993).
       Retrieved June 8, 2006, from: http://www.unc.edu/~rcm/book/factornew.htm
      Raymond Cattell. Retrieved July 22, 2004, fromhttp://www.indiana.edu/~intell/rcattell.shtml
      E. B. Fowlkes & C. L. Mallows (September 1983). "A Method for Comparing Two Hierarchical
       Clusterings". Journal of the American Statistical Association 78 (383): 553–584.
       doi:10.2307/2288117
      Schutt, Russell K. 2006. "Investigating the Social World: The Process and Practice of
       Research". SAGE Publications
      Mohanty, Mrituinjoy (2008-01-10). "Why criticising the 1-Lakh car is wrong". Rediff News.
       http://www.rediff.com/money/2008/jan/04tatacar.htm. Retrieved on 2008-01-10.
      Tata's High-Stakes Bet on Low-Cost Car". The Wall Street Journal, Eric Bellman, Jan 10, 2008.
       http://online.wsj.com/article/SB119993102461279857.html.
      First Look: Ratan Tata unveils Nano". IBN. 2008-01-10. http://www.ibnlive.com/news/first-
       look-ratan-tata-unveils-nano/56038-7.html. Retrieved on 2008-01-10.
      "Deutscher Konzern verdient am Tata kräftig mit" (in German). Die Welt. 10 January 2008.
       http://www.welt.de/wirtschaft/article1536886/Tata_Nano__der_indische_Volkswagen.html
       . Retrieved on 2008-03-22.
      http://economictimes.indiatimes.com/News/News_By_Industry/Auto/Automobiles/Rahul_B
       ajaj_says_Mamata_fought_for_farmers_not_politics/articleshow/3456250.cms
      http://www.autoexpo.in/news_jan_23.asp
      http://economictimes.indiatimes.com/News_by_Industry/Nano_to_rollout_from_Pantnagar
       /articleshow/3523806.cms
      http://www.timesonline.co.uk/tol/driving/news/article3168303.ece
      http://in.reuters.com/article/topNews/idINIndia-35844720081007 2008 Issues
      http://www.timesonline.co.uk/tol/driving/article3164205.ece
      http://www.cbc.ca/consumer/story/2008/01/10/nano-tata.html




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Appendix
APPENDIX 1 QUESTIONNAIRE
                                            SECTION – I
                                         PERSONAL DETAILS

         Name: __________________________________________________________________

         Sex :          Male                             Female



         Age :          18 – 30 yrs            30 – 50 yrs           Above 50 yrs



        Profession:     Govt. Employee                       Businessman

                        Pvt. Sector Employee                 Professional

                        Student                              Any other _______________

        Monthly Income: Rs.5,000 - Rs.10,000             Rs. 10,000– Rs.15000

                         Rs.15,000 – Rs.20,000           Above Rs. 20,000

        Family Members: ___________________

(1) Do you have any Vehicle ?

                 Yes                           No

If Yes than Specify,

        Two Wheeler                      Four Wheeler                Both

(2) Are you aware of Tata’s ““NANO”” car ?

                  Yes                               No

(3) Do you like the Tata’s ““NANO”” ?

        Very much
        Somewhat
        Somewhat not
        Not at all

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(4) Do you plan to buy a ““NANO”” in the next 1 to 2 year ?

Yes                           No                          can’t say


(5) Which model would you go for ?

         Deluxe (with AC)                          Standard (without AC)


(6) Do you think name ““NANO”” justifies the product like car?

      Definately
      Probably
      Might or might not
      Probably not
      Definitely not


(7) Instead of purchasing a Bike, will you prefer to go for the “NANO”?

       Yes                   No                 can’t say

(8) Which feature of “NANO” attracts you most, that inspires you to go for “NANO”?
               Price                                                 Interior space

                   Design                                                      All the above

                   Mileage                                                     Can’t say

(9) Which colour of “NANO” would you prefer?
           Red                                                             Yellow

             Blue                                                          Silver

             White                                                         Other, Specify……............

(10) For what purpose would you like to use “NANO”?

                   Will offer it to your children to use it in place of a two wheeler.

                   Will use as family car for shopping and travel.

                   Will prefer as a taxi.

                   Would like to offer as gift.

                   Any other, specify.................................




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Report: Perception towards TATA “Nano”


(11) Do you think “NANO” is people's car?
        Very much                                           Somewhat not
       Somewhat                                             Not at all
(12) Will you recommend “NANO” to your friends and relatives?
     Definitely will recommend                         Probably will not recommend
     Probably will recommend                             Definitely will not recommend
     Not sure
(13) Which small car would you prefer to buy?
              Maruti 800                                            Other………………..

                 Tata “NANO”

(14)Will there be traffic problem with the introduction of “NANO” on Indian roads?
    Definately                                              Probably not
    Probably                                             Definitely not
    Might or might not
(15) Can you trust “NANO” for safety?
     Definately
    Probably
    Might or might not
    Probably not
    Definitely not


(16) What do you think of its mileage of 21km/l ?

Very Good & reason to buy           Not enough

Good enough for small town

(17) Do you think that Purchase decision of
“NANO” will affect your status?

    Definately
    Probably
    Might or might not
    Probably not
    Definitely not




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Report: Perception towards TATA “NANO”



(18) Rate the following attributes of in order of your preference , while buying “NANO”, on a scale
of 1 to 7 (7=very good, 1= very poor)

                            1      2        3      4       5       6      7
        Brand Name          I------I-------I-------I-------I------I------I

       Shape/Design          I------I-------I-------I-------I------I------I

       Safety                I------I-------I-------I-------I------I------I

       Affordability        I------I-------I-------I-------I------I------I

       Comfort               I------I-------I-------I-------I------I------I

       Status               I------I-------I-------I-------I------I------I

       Lifestyle            I------I-------I-------I-------I------I------I

       Mantainence          I------I-------I-------I-------I------I------I

       Interior space       I------I-------I-------I-------I------I------I

       Accessories          I------I-------I-------I-------I------I------I

       Power                I------I-------I-------I-------I------I------I

       power steering       I------I-------I-------I-------I------I------I

       brakes               I------I-------I-------I-------I------I------I

(19) Do you believe that “NANO” is a dream car of yours?
     Definitely
    Probably
    Might or might not
    Probably not
    Definitely not




   Place…………………..                                                             Sign……………………..




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Report: Perception towards TATA “NANO”


                                            APPENDIX 2
Agglomeration Schedule

              Cluster Combined                               Stage Cluster First Appears

Stage     Cluster 1        Cluster 2        Coefficients     Cluster 1        Cluster 2        Next Stage
1                     97          100                 .000                0                0            14
2                     27               99             .000                0                0            12
3                     71               96             .000                0                0                6
4                     25               92             .000                0                0            29
5                     72               79             .000                0                0            24
6                     46               71             .000                0                3            32
7                     20               70             .000                0                0            19
8                     56               68             .000                0                0            10
9                     16               66             .000                0                0            32
10                    30               56             .000                0                8            11
11                    30               55             .000               10                0            35
12                    26               27             .000                0                2            54
13                     2               15             .000                0                0            30
14                    22               97            1.000                0                1            46
15                    45               94            1.000                0                0            56
16                    78               93            1.000                0                0            59
17                    81               87            1.000                0                0            40
18                    35               86            1.000                0                0            43
19                    20               85            1.000                7                0            39
20                    37               84            1.000                0                0            45
21                    82               83            1.000                0                0            62
22                    44               76            1.000                0                0            44
23                    51               73            1.000                0                0            42
24                    23               72            1.000                0                5            45
25                    53               69            1.000                0                0            41
26                    42               67            1.000                0                0            80
27                    14               64            1.000                0                0            79
28                    60               62            1.000                0                0            70
29                    25               61            1.000                4                0            44
30                     2               59            1.000               13                0            47
31                    12               57            1.000                0                0            46
32                    16               46            1.000                9                6            38
33                    36               41            1.000                0                0            40
34                    28               40            1.000                0                0            78
35                    30               33            1.000               11                0            39
36                    13               32            1.000                0                0            61
37                     4               29            1.000                0                0            47
38                    16               31            1.400               32                0            60
39                    20               30            1.400               19               35            62
40                    36               81            1.500               33               17            57
41                    52               53            1.500                0               25            56
42                     1               51            1.500                0               23            72
43                    19               35            1.500                0               18            78
44                    25               44            1.833               29               22            61
45                    23               37            1.833               24               20            57
46                    12               22            1.833               31               14            58
47                     2                4            1.833               30               37            71

                                                             38
Report: Perception towards TATA “NANO”

48           11        88        2.000         0    0   68
49           48        80        2.000         0    0   67
50           43        65        2.000         0    0   68
51           17        63        2.000         0    0   63
52           38        50        2.000         0    0   87
53           34        49        2.000         0    0   67
54           18        26        2.000         0   12   63
55            6        10        2.000         0    0   89
56           45        52        2.167        15   41   65
57           23        36        2.200        45   40   69
58           12        95        2.400        46    0   70
59           78        89        2.500        16    0   73
60           16        77        2.500        38    0   64
61           13        25        2.500        36   44   74
62           20        82        2.625        39   21   69
63           17        18        2.750        51   54   74
64            8        16        2.857         0   60   71
65           45        91        3.000        56    0   82
66           24        58        3.000         0    0   81
67           34        48        3.000        53   49   85
68           11        43        3.000        48   50   80
69           20        23        3.156        62   57   76
70           12        60        3.167        58   28   76
71            2         8        3.200        47   64   83
72            1        75        3.333        42    0   75
73           47        78        3.667         0   59   84
74           13        17        3.762        61   63   82
75            1        74        4.500        72    0   95
76           12        20        4.901        70   69   85
77            3         5        5.000         0    0   90
78           19        28        5.167        43   34   86
79           14        98        5.500        27    0   88
80           11        42        5.500        68   26   83
81            7        24        5.500         0   66   93
82           13        45        5.603        74   65   84
83            2        11        6.064        71   80   89
84           13        47        6.408        82   73   91
85           12        34        6.870        76   67   86
86           12        19        7.684        85   78   91
87           38        39        8.000        52    0   93
88            9        14        8.000         0   79   92
89            2         6        8.263        83   55   92
90            3        54        8.500        77    0   94
91           12        13        8.992        86   84   96
92            2         9        9.595        89   88   95
93            7        38        9.778        81   87   96
94            3        21       10.667        90    0   97
95            1         2       10.832        75   92   98
96            7        12       13.791        93   91   97
97            3         7       14.300        94   96   98
98            1         3       15.586        95   97   99
99            1        90       30.899        98    0    0

                                         39
Report: Perception towards TATA “NANO”




                                         40

				
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