Project Proposal 2 2 (Repaired)

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    1.1PROFILE 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)

    http://www.tata.com/default.aspx
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    Mr. Girish Wagh-Head(PCO)

    Products Passenger Vehicles

    Commercial Vehicles

    Defence & Homeland

    Revenue (2010-11) INR 1,23,133 crores (USD 27 billion)

    Employees 25,000

    Subsidiaries 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

    http://en.wikipedia.org/wiki/Subsidiaryhttp://www.tatamotors.com/http://www.tatamotors.com/http://www.tatamotors.com/http://en.wikipedia.org/wiki/Subsidiary
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    Profile of Tata Nano:

    Name Tata Nano(Peoples Car)

    Symbol

    Figure 1.2, Nanos Logo

    Founded on 2008

    Key people Ratan Tata, Chairman

    Girish Wagh-Head

    Product Variants Nano

    Nano CX

    Nano LX

    Website www.tatamotors.com

    http://www.tatamotors.com/http://www.tatamotors.com/http://www.google.co.in/imgres?imgurl=http://leaderlab.com/wp-content/uploads/2011/03/tata-nano-logo1.jpg&imgrefurl=http://leaderlab.com/the-new-capitalist-manifesto-building-a-disruptively-better-business/&h=518&w=1024&sz=25&tbnid=N04akcg_OXvdmM:&tbnh=52&tbnw=102&prev=/search?q=tata+Nano+logo&tbm=isch&tbo=u&zoom=1&q=tata+Nano+logo&docid=97DLZjKqOJU36M&hl=en&sa=X&ei=FCUcT8-0H42urAfd8dHUDQ&ved=0CFAQ9QEwBQ&dur=1478http://www.tatamotors.com/
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    1.2OBJECTIVES:-

    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.

    1.3SCOPE:-

    1. The project report will be based on survey conducted in various geographicallocations 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 otherparties 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.

    http://www.businessdictionary.com/definition/data.htmlhttp://www.investorwords.com/9454/directly.htmlhttp://www.businessdictionary.com/definition/experience.htmlhttp://www.businessdictionary.com/definition/party.htmlhttp://www.businessdictionary.com/definition/secondary-data.htmlhttp://www.businessdictionary.com/definition/secondary-data.htmlhttp://www.businessdictionary.com/definition/party.htmlhttp://www.businessdictionary.com/definition/experience.htmlhttp://www.investorwords.com/9454/directly.htmlhttp://www.businessdictionary.com/definition/data.html
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    2.1METHODOLOGY USED FORDATA COLLECTION:-

    1. Primary Data is collected from the customers of Tata Nano in the form ofquestionnaire 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.

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    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 forMicrosoft 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 interpretationand inferences.

    3. Descriptive research is carried out according to the objectives and scope of thestudy.Descriptive research, also known as statistical research, describes data andcharacteristics about the population or phenomenon being studied.

    4. Statistical tools like Mean, Mode and Standard Deviation are used for furtherdetailed analysis.

    http://en.wikipedia.org/wiki/Commercial_softwarehttp://en.wikipedia.org/wiki/Spreadsheethttp://en.wikipedia.org/wiki/Microsofthttp://en.wikipedia.org/wiki/Microsoft_Windowshttp://en.wikipedia.org/wiki/Pivot_tablehttp://en.wikipedia.org/wiki/Visual_Basic_for_Applicationshttp://en.wikipedia.org/wiki/Statisticshttp://en.wikipedia.org/wiki/Statistical_populationhttp://en.wikipedia.org/wiki/Statistical_populationhttp://en.wikipedia.org/wiki/Statisticshttp://en.wikipedia.org/wiki/Visual_Basic_for_Applicationshttp://en.wikipedia.org/wiki/Pivot_tablehttp://en.wikipedia.org/wiki/Microsoft_Windowshttp://en.wikipedia.org/wiki/Microsofthttp://en.wikipedia.org/wiki/Spreadsheethttp://en.wikipedia.org/wiki/Commercial_software
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    5. Mean: For a data set, Mean is the sum of the values divided by the number ofvalues.

    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.

    http://en.wikipedia.org/wiki/Statisticshttp://en.wikipedia.org/wiki/Probability_theoryhttp://en.wikipedia.org/wiki/Statistical_dispersionhttp://en.wikipedia.org/wiki/Meanhttp://en.wikipedia.org/wiki/Meanhttp://en.wikipedia.org/wiki/Meanhttp://en.wikipedia.org/wiki/Meanhttp://en.wikipedia.org/wiki/Statistical_dispersionhttp://en.wikipedia.org/wiki/Probability_theoryhttp://en.wikipedia.org/wiki/Statistics
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    3.1DATA PRESENTATION:

    I. AGE

    Table 3.1, No. of Respondents of Different Age group

    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.

    24%

    66%

    10%

    Age

    18-20

    20-25

    Above 25

    Age Respondents

    18-20 12

    20-25 33

    Above 25 5

    Total 50

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

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

    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.

    84%

    16%

    Gender

    Male

    Female

    Gender Number

    Male 42

    Female 8

    Total 50

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    Q1. What is the first thing you notice about Tata Nano?

    Attribute Number

    Economical 28

    Compact Design 12

    Fuel Efficient 8

    Any other 2

    Table 3.3, First Thing respondents notice about Tata Nano

    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.

    56%24%

    16%4%

    Notice about Tata Nano

    Economical

    Compact Design

    Fuel Efficient

    Any other

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    Q2. Is the claim of Ratan Tata, to provide worlds cheapest car is fulfilled ?

    Attribute Number

    Yes 32

    No 9

    Can't Say 9

    Table 3.4, Claim Worlds Cheapest Car Fulfilled

    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.

    64%

    18%

    18%

    World's cheapest car

    Yes

    No

    Can't Say

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    Q3.Is Tata Nano worth its cost ?

    Attribute Number

    Yes 27

    No 11

    Can't say 12

    Table 3.5, Tata Nano worth its cost

    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.

    54%

    22%

    24%

    Tata Nano worth it's cost

    Yes

    No

    Can't say

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    Q4.Is it providing Acceptable Performance Standards ?

    Attribute Number

    Yes 18

    No 13

    Can't Say 19

    Table 3.6, Acceptable performance standard

    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.

    36%

    26%

    38%

    Acceptable Performance Standards

    Yes

    No

    Can't Say

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    Q5.Now if you want to buy bike(instead of buying bike),would you opt for Tata Nano?

    Attribute Number

    Yes 21

    No 29

    Table 3.7, Instead of bike opt for Tata Nano

    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.

    42%

    58%

    Instead of buying bike opt for Tata Nano

    Yes

    No

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    Q6.HasNano really becomes Peoples Car?

    Attribute Number

    Yes 21

    No 17

    Can't Say 12

    Table 3.8, Nano becomes Peoples Car

    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.

    42%

    34%

    24%

    People's Car

    Yes

    No

    Can't Say

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    Q7. If you want to buy a car under 2Lakh which car would you opt?

    Attribute Number

    Tata Nano 19

    Maruti 800 17

    Other 14

    Table 3.9, The Car you opt under 2lakh

    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.

    38%

    34%

    28%

    Which car would you opt ?

    Tata Nano

    Maruti 800

    Other

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

    Table 3.10, Fulfilling commons man Dream

    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.

    80%

    20%

    Common man's dream

    Yes

    No

    Attribute Number

    Yes 40

    No 10

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    Q9.Which feature of Tata Nano is attracting you the most?

    Attribute Number

    Price 22

    Mileage 12

    Design 7

    All The Above 7

    Can't Say 2

    Table 3.11, Feature of Tata Nano is attracts you the most

    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,

    44%

    24%

    14%

    14%4%

    Feature attracts you the most

    Price

    Mileage

    Design

    All The Above

    Can't Say

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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 Number

    Nano STD 15

    Nano CX 13

    Nano LX 22

    Table 3.12, Tata Nano version is best

    Figure 3.12, Tata Nano version is best

    INTERPRETATION:

    Out of total sample size 44% respondents say Nano LX, 30% respondents say Nano

    STDand the rest 26% say Nano CX.

    30%

    26%

    44%

    Best Version

    Nano STD

    Nano CX

    Nano LX

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    Q11. Why do you think that this version is best?

    Attribute Number

    Cost 17

    Features 10

    Color 7

    All of the above 16

    Table 3.13, Version is best

    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 bestbecause of its Colour.

    34%

    20%

    14%

    32%

    Why the version is best.

    Cost

    Features

    Color

    All of the above

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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?

    Table 3.14, Which Nano would you opt

    Figure 3.14,Which Nano would you opt

    20%

    14%

    26%

    40%

    Which one Would you opt

    Nano STD

    Nano CX

    Nano LX

    Nano CNG

    Attribute Number

    Nano STD 10

    Nano CX 7

    Nano LX 13

    Nano CNG 20

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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 Number

    Yes 9

    No 28

    Can't Say 13

    Table 3.15, Would you purchase if Price Increase

    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.

    18%

    56%

    26%

    Would you purchase if price increase

    Yes

    No

    Can't Say

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    Q14.Can you trust Nano for safety?

    Attribute Number

    Yes 10

    No 35

    Can't say 5

    Table 3.16, Trust Nano for Safety

    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.

    20%

    70%

    10%

    Trust Nano for Safety

    Yes

    No

    Can't say

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    Q15.Do you think if Tata Nano be made Hybrid?

    Attribute Number

    Yes 19

    No 20

    Can't Say 11

    Table 3.17, Tata Nano be made Hybrid

    Figure 3.17, Tata Nano be made Hybrid

    INTERPRETATION:

    40% respondents say no that Tata Nano cannot be made hybrid, 38% sayyes Tata

    Nano be made hybrid, and the rest 22% are cant say category.

    38%

    40%

    22%

    Can be made Hybrid

    Yes

    No

    Can't Say

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    3.2RESULTS 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 1.86 2 0.571786

    Gender 1.18 1 0.388088

    Q1 Notice 1.68 1 0.890769

    Q2 Cheapest 1.54 1 0.787916

    Q3 Worth 1.7 1 0.839096

    Q4 Performance 2.02 3 0.868731

    Q5 Buy 1.6 2 0.494872

    Q6 Becomes 1.82 1 0.800253

    Q7 Cost 1.9 1 0.814411

    Q8 Dream 1.2 1 0.404061

    Q9 Feature 2.2 1 1.26168

    Q10 Version 2.2 3 0.880631

    Q11 Reason 2.26 1 1.084398

    Q12 Opt 2.74 4 1.19198

    Q13 Price 2.08 2 0.665168

    Q14 Safety 1.9 2 0.343984

    Q15 Hybrid 1.84 2 0.765586

    Table 3.18, Compile Results

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    3.3ANALYSIS AND INFERENCES:-

    1. The mean of the age is 1.86 which shows that the most of the respondents are theage 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 aremale. 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 mostof 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 ofthe 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 mostof 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 whichshows 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 showsthat 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 respondentschoose Maruti800. 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 whichshows 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 whichshows 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 respondentssay 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 therespondents 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 ofthe 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 therespondents 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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    4.1RESULTS 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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    4.2LIMITATIONS:-

    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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    4.3SUGGESTIONS 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,Accessedon 25/02/2012 at 1.30 pm.

    2. http://www.tatamotors.com/know-us/company-profile.php,Accessedon 26/02/2012 at 9.30 pm.

    3. http://www.tatamotors.com/products-services/passenger.php?ref=india,Accessedon 26/02/2012 at 9.30 pm.

    4. http://www.experiment-resources.com/convenience-sampling.html,Accessedon 28/02/2012 at10.30 am.

    5. http://en.wikipedia.org/wiki/Standard_deviation, Accessed on 28/02/2012 at10.45am.

    http://tatanano.inservices.tatamotors.com/tatamotors/home.htm,Accessedhttp://tatanano.inservices.tatamotors.com/tatamotors/home.htm,Accessed
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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 Compact Design

    Fuel Efficient

    Q2. Is the dream of Ratan Tata, providing worlds cheapest car is fulfilled?

    Yes No

    Cant Say

    Q3. Is Tata Nano worth its cost?

    Yes No

    Cant Say

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    Q4. Is it providing Acceptable Performance Standards?

    Yes No

    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

    Q7. If you want to buy a car under 2lakh which car would you opt?

    Tata Nano Maruti 800

    Other

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

    Yes

    No

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    Q9. Which Feature of Tata Nano is attracting you the most?

    Price Design

    Mileage All the above

    Cant Say

    Q10. Which Tata Nano version is the best in comparison to other Nano?

    Nano STD Nano CX

    Nano LX

    Q11. Why do you think that this version is best?

    Cost Features

    All the above Color

    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 LX

    Nano CX Nano CNG

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

    Yes No

    Cant Say

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    Q14. Can you trust Nano for safety?

    Yes No

    Cant Say

    Q15. Do you think if Tata Nano be made Hybrid?

    Yes No

    Cant Say

    Date: .. Signature: .