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7/28/2019 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.aspx7/28/2019 Project Proposal 2 2 (Repaired)
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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/Subsidiary7/28/2019 Project Proposal 2 2 (Repaired)
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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/7/28/2019 Project Proposal 2 2 (Repaired)
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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.html7/28/2019 Project Proposal 2 2 (Repaired)
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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_software7/28/2019 Project Proposal 2 2 (Repaired)
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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/Statistics7/28/2019 Project Proposal 2 2 (Repaired)
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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,Accessed7/28/2019 Project Proposal 2 2 (Repaired)
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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: .