Arunesh Tata Nano

8/6/2019 Arunesh Tata Nano

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Tata Motors Limited is India's largest automobile company, with consolidated revenues

of Rs. 92,519 crores (USD 20 billion) in 2009-10. It is the leader in commercial

vehicles in each segment, and among the top three in passenger vehicles with winning

products in the compact, midsize car and utility vehicle segments. The company is the

world's fourth largest truck manufacturer, and the world's second largest bus

manufacturer.

The company's 24,000 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."

Established in 1945, Tata Motors' presence indeed cuts across the length and breadth of

India. Over 5.9 million Tata vehicles ply on Indian roads, since the first rolled out in

1954. The company's manufacturing base in India is spread across Jamshedpur

(Jharkhand), Pune (Maharashtra), Lucknow (Uttar Pradesh), Pantnagar (Uttarakhand)

and Dharwad (Karnataka). Following a strategic alliance with Fiat in 2005, it has set up

an industrial joint venture with Fiat Group Automobiles at Ranjangaon (Maharashtra) to

produce both Fiat and Tata cars and Fiat powertrains. The company is establishing a

new plant at Sanand (Gujarat). The company's dealership, sales, services and spare parts

network comprises over 3500 touch points; Tata Motors also distributes and markets

Fiat branded cars in India.


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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. Through subsidiaries and associate companies, Tata Motors has

operations in the UK, South Korea, Thailand and Spain. Among them is Jaguar Land

Rover, a business comprising the two iconic British brands that was acquired in 2008.

In 2004, it acquired the Daewoo Commercial Vehicles Company, South 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, and subsequently the remaining stake in 2009. Hispano's presence is

being expanded in other markets. In 2006, Tata Motors 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. In

2006, Tata Motors entered into joint venture with Thonburi Automotive Assembly Plant

Company of Thailand to manufacture and market the company's pickup vehicles in

Thailand. The new plant of Tata Motors (Thailand) has begun production of the Xenon

pickup truck, with the Xenon having been launched in Thailand in 2008.

Tata Motors is also expanding its international footprint, established through exports

since 1961. The company's commercial and passenger vehicles are already being


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marketed in several countries in Europe, Africa, the Middle East, South East Asia, South

Asia and South America. It has franchisee/joint venture assembly operations in Kenya,

Bangladesh, Ukraine, Russia, Senegal and South Africa

About the Tata Nano

The Tata Nano offers an incredibly spacious passenger compartment which can

comfortably seat four adults. With a length of just 3.1 meters, width of 1.5 meters and

height of 1.6 meters, the Tata Nano has the smallest exterior footprint for a car in India

but is 21% more spacious than the smallest car available today. A high seating position

makes ingress and egress easy. Its small size coupled with a turning radius of just 4

metres, makes it extremely manoeuvrable in the smallest of parking slots.

Stylish, Safety & Comfort

The design concept and interiors of the People's Car was laid out considering a typical

Indian family in mind, which has a roomy passenger compartment with generous leg


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space and head room. It can comfortably seat four persons. Four doors with high seating

position make ingress and egress easy.

Yet with a length of 3.1 meters, width of 1.5 meters and height of 1.6 meters, with

adequate ground clearance, it can effortlessly man-oeuvre on busy roads in cities as well

as in rural areas. Its mono-volume design, with wheels at the corners and the power-train

at the rear, enables it to uniquely combine both space and manoeuvrability, which will set

a new benchmark among small cars.

When launched, the car will be available in both standard and deluxe versions. Both

versions will offer a wide range of body colours, and other accessories so that the car can

be customized to an individual's preferences.

Fuel-Efficiency & Engine

The People's Car has a rear-wheel drive, all-aluminum, two-cylinder, 623 cc, 33 PS,

multi point fuel injection petrol engine. This is the first time that a two-cylinder gasoline

engine is being used in a car with single balancer shaft. The lean design strategy has

helped minimize weight, which helps maximize performance per unit of energy

consumed and delivers high fuel efficiency. Performance is controlled by a specially

designed electronic engine management system.

Safety Norms


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The People's Car's safety performance exceeds all current regulatory requirements

meeting EURO IV standards. With an all sheet-metal body, it has a strong passenger

compartment, with safety features such as crumple zones, intrusion-resistant doors, seat

belts, strong seats and anchorages, with rear tailgate glass bonded to the body. Tubeless

tyres will further enhance safety.

Environment-Friendly

The People's Car's tailpipe emission performance exceeds regulatory requirements. In

terms of overall pollutants, it has a lower pollution level than two-wheelers being

manufactured in India today. The high fuel efficiency also ensures that the car has low

carbon dioxide emissions, thereby providing the twin benefits of an affordable

transportation solution with a low carbon footprint.

Technical Specifications

Overview

Make Tata

Model Tata NANO

Body Type Hatchback

Number of Doors 4

Seating Capacity 04 (Four)

Fuel Efficiency

City Mileage 20-25 kmpl

Highway Mileage T26 kmpl

Fuel Capacity 30 litres


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Fuel Type Petrol (Diesel Version will be later)

Fuel Grade -

Fuel Injection Multi Point Fuel Injection (MPFI)

Specifications:

Length 3.1 meters

Width 1.5 meters

Height 1.6 meters

Engine All-aluminium, Rear Mounted, Rear Wheel Drive

Capacity 623cc

Power 33PS

Body Type Sheet Metal

Emission Norms Euro-IV, Bharat Stage-III compliant

Safety Norms Frontal Crash Tested

Versions Standard, Luxury

Gearbox 4-speed manual; Cable operated

Wheelbase 2230mm

Ground Clearance 180mm

Kerb Weight ~ 600kg

More Extra Features:

Speed Top speed will be 90 Km/hour.

Colours Red, Yellow and Silver

It will have 21% more interior space than Maruti 800 and it will be 8% small than Maruti 800

Determine the factors of customers buying behavior-

Consumer behavior refers to the selection, purchase and consumption of goods and

services for the satisfaction of their wants. There are different processes involved in the

consumer behavior. Initially the consumer tries to find what commodities he would like

to consume, then he selects only those commodities that promise greater utility. After


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selecting the commodities, the consumer makes an estimate of the available money which

he can spend. Lastly, the consumer analyzes the prevailing prices of commodities and

takes the decision about the commodities he should consume. Meanwhile, there are

various other factors influencing the purchases of consumer such as social, cultural,

personal and psychological. The explanation of these factors is given below.

1. Cultural Factors - Consumer behavior is deeply influenced by cultural factors such

as: buyer culture, subculture, and social class.

Culture

Basically, culture is the part of every society and is the important cause of person wants

and behavior. The influence of culture on buying behavior varies from country to country

therefore marketers have to be very careful in analyzing the culture of different groups,

regions or even countries.

Subculture

Each culture contains different subcultures such as religions, nationalities, geographic

regions, racial groups etc. Marketers can use these groups by segmenting the market into

various small portions. For example marketers can design products according to the

needs of a particular geographic group.

Social Class


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Every society possesses some form of social class which is important to the marketers

because the buying behavior of people in a given social class is similar. In this way

marketing activities could be tailored according to different social classes. Here we

should note that social class is not only determined by income but there are various other

factors as well such as: wealth, education, occupation etc.

2. Social Factors

Social factors also impact the buying behavior of consumers. The important social factors

are: reference groups, family, role and status.

Reference Groups

Reference groups have potential in forming a person attitude or behavior. The impact of

reference groups varies across products and brands. For example if the product is visible

such as dress, shoes, car etc then the influence of reference groups will be high.

Reference groups also include opinion leader (a person who influences other because of

his special skill, knowledge or other characteristics).

Family

Buyer behavior is strongly influenced by the member of a family. Therefore marketers

are trying to find the roles and influence of the husband, wife and children. If the buying

decision of a particular product is influenced by wife then the marketers will try to target


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the women in their advertisement. Here we should note that buying roles change with

change in consumer lifestyles.

Roles and Status

Each person possesses different roles and status in the society depending upon the

groups, clubs, family, organization etc. to which he belongs. For example a woman is

working in an organization as finance manager. Now she is playing two roles, one of

finance manager and other of mother. Therefore her buying decisions will be influenced

by her role and status.

3. Personal Factors

Personal factors can also affect the consumer behavior. Some of the important personal

factors that influence the buying behavior are: lifestyle, economic situation, occupation,

age, personality and self concept.

Age

Age and life-cycle have potential impact on the consumer buying behavior. It is obvious

that the consumers change the purchase of goods and services with the passage of time.

Family life-cycle consists of different stages such young singles, married couples,

unmarried couples etc which help marketers to develop appropriate products for each

stage.


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Occupation

The occupation of a person has significant impact on his buying behavior. For example a

marketing manager of an organization will try to purchase business suits, whereas a low

level worker in the same organization will purchase rugged work clothes.

Economic Situation

Consumer economic situation has great influence on his buying behavior. If the income

and savings of a customer is high then he will purchase more expensive products. On the

other hand, a person with low income and savings will purchase inexpensive products.

Lifestyle

Lifestyle of customers is another import factor affecting the consumer buying behavior.

Lifestyle refers to the way a person lives in a society and is expressed by the things in

his/her surroundings. It is determined by customer interests, opinions, activities etc and

shapes his whole pattern of acting and interacting in the world.

Personality

Personality changes from person to person, time to time and place to place. Therefore it

can greatly influence the buying behavior of customers. Actually, Personality is not what

one wears; rather it is the totality of behavior of a man in different circumstances. It has


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different characteristics such as: dominance, aggressiveness, self-confidence etc which

can be useful to determine the consumer behavior for particular product or service.

4. Psychological Factors

There are four important psychological factors affecting the consumer buying behavior.

These are: perception, motivation, learning, beliefs and attitudes.

Motivation

The level of motivation also affects the buying behavior of customers. Every person has

different needs such as physiological needs, biological needs, social needs etc. The nature

of the needs is that, some of them are most pressing while others are least pressing.

Therefore a need becomes a motive when it is more pressing to direct the person to seek

satisfaction.

Perception

Selecting, organizing and interpreting information in a way to produce a meaningful

experience of the world is called perception. There are three different perceptual

processes which are selective attention, selective distortion and selective retention. In

case of selective attention, marketers try to attract the customer attention. Whereas, in

case of selective distortion, customers try to interpret the information in a way that will

support what the customers already believe. Similarly, in case of selective retention,

marketers try to retain information that supports their beliefs.


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Beliefs and Attitudes

Customer possesses specific belief and attitude towards various products. Since such

beliefs and attitudes make up brand image and affect consumer buying behavior therefore

marketers are interested in them. Marketers can change the beliefs and attitudes of

customers by launching special campaigns in this regard.

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Arunesh Tata Nano