CHAPTER 1

INTRODUCTION

A STUDY INTO CONSUMER SATISFACTION WITH TATA

NANO CAR

About Tata :

Tata Motors Limited is Indias largest automobile company. It is the leader by far in

commercial vehicles in each segment, and the second largest in the passenger vehicles

market. The company is the worlds fifth largest medium and heavy commercial vehicle

manufacturer, and the worlds second largest medium and heavy bus manufacturer.

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

with over 4 million vehicles, since the first rolled out in 1954. The foundation of the

company’s growth is a deep understanding of customer needs, and the ability to translate

them into customer-desired offerings through leading edge R&D.

About Tata NANO

Tata Motors has recently launched the Tata Nano – World’s Cheapest Car, priced at Rs.

1,00,000. Ratan Tata, the chairman of Tata Group and Tata Motors, promised India to build

the Worlds cheapest car and now it done. It was define by the corporation as a comfortable,

safe, all-weather car, high on fuel efficiency & low on emissions.

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Hypothesis

1) Ho: Tata Nano is safe for driving.

H1: Tata Nano is not safe for driving.

2) Ho: Consumers are satisfied with Tata Nano Car.

H1: Consumers are not satisfied with Tata Nano Car.

Objective of the study

The study has been under taken to analyse the customer satisfaction towards Tata Nano .

1. To gather information about customer satisfaction level toward Nano.

2. To know the customer perception about features, low maintenance cost and looks of the Tata

Nano.

3. To know the customer satisfaction about the safety and comfort provided by Nano.

4. To gain insights wheather the product delivers what it promises.

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Research Methodology

This project was managed with the help of primary as well as secondary data

Primary data: The primary data was collected for the study by using the structured

questionnaire for Customers and general public.

Secondary data: Secondary data has been collected by referring various books, journals,

visiting various websites, etc.

SAMPLE SIZE

In this study, sample size of 30 respondents is chosen who are using the Tata nano car.

Limitations of the study:

Though the detailed investigation is made in the present study, I got the following

limitations.

1.This study is restricted only to the pune city. So, the results may not be applicable to other

areas.

2. This study is based on the prevailing customer’s satisfaction. But the customer’s

satisfaction may change according to time, fashion, technology, development, etc.

3. sample size was also restricted to 30 peoples.

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CHAPTER 2

Review of Literature

Sheth, J. N., Mittal, B. and Newman, B. I. (1999) have analyzed that a customer is 'a

person or organizational unit that plays a role in the consummation of a transaction with the

marketer or an entity'. He also explores that even as the companies pay more attention to

meeting the needs of their individual customers, they need also to make sure that the needs of

their corporate customers are met as well. .

Kotler, P. (2003) have analyzed that Customers’ needs desires and expectations'. It is

examining that satisfaction as 'a person's feeling of pleasure or disappointment resulting from

comparing a product's perceived performance (or outcome) in relation to his or her

expectations'. He also analyzed that every customer has in one way or the other something

he/she expects from his/her service providers. These expectations have come into play

because of a need that has to be satisfied. These expectations are not the same as there are

many customers. He studied that the customer gets dissatisfied if performance is below

expectation and vice versa. If performance goes beyond the expectation of the customer, the

customer is highly satisfied and delighted.

Motley, B. L. (2003) studies that the idea of matching service performance with customers'

expectations. He notes that the mission of a business is the creation of satisfied clients who

tend to favour the organization through time by patronizing the services being delivered by

the business.

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Hokanson, S. (1995) mentions the fact that a very satisfied customer does not necessarily mean a

loyal customer.

Clarke, K (2001), has put forward the argument that, 'a business that focuses exclusively on

customer satisfaction runs the risk of becoming an undifferentiated brand whose customers

believe only that it meets the minimum performance criteria for the category.

Winstanley and Martha (1997), has put forward a different view about the relationship

between customer satisfaction and loyalty. They perceive a direct relationship between

satisfaction and loyalty. They claim that when customers are satisfied, they concentrate their

business with one business or service provider. Also customers who are highly satisfied are

much more likely to view their service providers as their main relationship business.

Mahapatra, kumar and Chauhan (2010) mentioned a study on “customer satisfaction,

dissatisfaction and post purchase evaluation: an empirical study on small size passenger cars

in India” with the main objectives to examine the satisfaction and impact on future purchase

decision and explore the performance of different attributes in automobile in giving

satisfaction to customer with the sample size of 150 customers and they revealed from this

study that customers are highly satisfied with the performance of attributes like pickup,

wipers, etc. and other attributes like pollution, engine, battery performance, and pick

up influence the consumer future purchase decisions and consumer give the more importance

to these factors.

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CHAPTER 3

SECONDARY DATA

INTRODUCTION:

CONSUMER:

A consumer is an individual who purchase or has the capacity to purchase goods and services

offered for sale by marketing institutions in order to satisfy personal or household needs,

wants or desires.

According to a statement made by Mahatma Gandhi, ‘consumer refers to the following, “A

consumer is the most important visitor on our premises. He is not dependent on us. We are

dependent on him. He is not an outsider to our business. He is part of it. We are not doing

him a favour by serving him. He is doing us a favour by giving us an opportunity to do so”.

So consumer is like the blood of our business and also a satisfied customer is a word of

mouth advertisement of a product / services.

CONSUMER SATISFACTION:

Every human being is a consumer of different produces. If there is no consumer, there is no

business. Therefore, consumer satisfaction is very important to every business person.

According to Philip Kotler consumer satisfaction is defined on, “personal feeling of pleasure

resulting from comparing a product’s pursued performance in relation to his /her

expectations”.

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Consumer attitude measurements are taken on either potential buries or existing client’s

buries in order to identify their characteristics. Why should the competent market engineer

conduct consumer research? Consumer’s surverys can provide the researcher with a wealth of

information, valuable of the marketing function.

Detailed information regarding the customer in a market will provide the basic platform for

all marketing decisions. Marketing decision maker needs descriptive information about the

total potential unit and dollar sales in each segment. Perhaps the most important one is that a

seller need to be aware of the relevant objective and need of consumer and how their

objectives might best be served by the products.

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WHY CUSTOMER SATISFACTION IS SO IMPORTANT? :

It seems self evident that companies should try to satisfy their customers. Satisfied customers

usually return and buy more, they tell other people about their experiences, and they may

well pay a premium for the privilege of doing business with a supplier they trust. Statistics

are bandied around that suggest that the cost of keeping a customer is only one tenth of

winning a new one. Therefore, when we win a customer, we should hang on to them.

Why is it that we can think of more examples of companies failing to satisfy us rather than

when we have been satisfied? There could be a number of reasons for this. When we buy a

product or service, we expect it to be right. We don’t jump up and down with glee saying

“isn’t it wonderful, it actually worked”. That is what we paid our money for. Add to this our

world of ever exacting standards. We now have products available to us that would astound

our great grandparents and yet we quickly become used to them. The bar is getting higher and

higher. At the same time our lives are ever more complicated with higher stress levels.

Delighting customers and achieving high customer satisfaction scores in this environment is

ever more difficult. And even if your customers are completely satisfied with your product or

service, significant chunks of them could leave you and start doing business with your

competition.

A market trader has a continuous finger on the pulse of customer satisfaction. Direct contact

with customers indicates what he is doing right or where he is going wrong. Such informal

feedback is valuable in any company but hard to formalise and control in anything much

larger than a corner shop. For this reason surveys are necessary to measure and track

customer satisfaction.

Developing a customer satisfaction programme is not just about carrying out a survey.

Surveys provide the reading that shows where attention is required but in many respects, this

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is the easy part. Very often, major long lasting improvements need a fundamental

transformation in the company, probably involving training of the staff, possibly involving

cultural change. The result should be financially beneficial with less customer churn, higher

market shares, premium prices, stronger brands and reputation, and happier staff. However,

there is a price to pay for these improvements. Costs will be incurred in the market research

survey. Time will be spent working out an action plan. Training may well be required to

improve the customer service. The implications of customer satisfaction surveys go far

beyond the survey itself and will only be successful if fully supported by the echelons of

senior management.

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Introduction to the Group

Tata Group operates in seven business sectors: communications and information technology,

engineering, materials, services, energy, consumer products and chemicals. They are, by and

large, based in India and have significant international operations. The total revenue of Tata

companies, taken together, was $70.8 billion in 2008-09, with 64.7 per cent of this coming

from business outside India, and they employ around 357,000 people worldwide. The Tata

name has been respected in India for 140 years for its adherence to strong values and business

ethics.

Every Tata company or enterprise operates independently. Each of these companies has its

own board of directors and shareholders, to whom it is answerable. There are 27 publicly

listed Tata enterprises and they have a combined market capitalisation of some $60 billion,

and a shareholder base of 3.5 million. The major Tata companies are Tata Steel, Tata Motors,

Tata Consultancy Services (TCS), Tata Power, Tata Chemicals, Tata Tea, Indian Hotels and

Tata Communications.

Tata Steel became the sixth largest steel maker in the world after it acquired Corus. Tata

Motors is among the top five commercial vehicle manufacturers in the world and has recently

acquired Jaguar and Land Rover. TCS is a leading global software company, with delivery

centres in the US, UK, Hungary, Brazil, Uruguay and China, besides India.  Tata Tea is the

second largest branded tea company in the world, through its UK-based subsidiary Tetley.

Tata Chemicals is the world’s second largest manufacturer of soda ash and Tata

Communications is one of the world’s largest wholesale voice carriers.

In tandem with the increasing international footprint of Tata companies, the Tata brand is

also gaining international recognition. Brand Finance, a UK-based consultancy firm, recently

valued the Tata brand at $9.92 billion and ranked it 51st among the world's Top 100

brands. Businessweek magazine ranked Tata 13th among the '25 Most Innovative Companies'

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list and the Reputation Institute, USA, recently rated it 11th on its list of world's most

reputable companies.

Founded by Jamsetji Tata in 1868, Tata’s early years were inspired by the spirit of

nationalism. It pioneered several industries of national importance in India: steel, power,

hospitality and airlines. In more recent times, its pioneering spirit has been showcased by

companies such as TCS, India’s first software company, and Tata Motors, which made

India’s first indigenously developed car, the Indica, in 1998 and recently unveiled the world’s

lowest-cost car, the Tata Nano.

Tata companies have always believed in returning wealth to the society they serve. Two-

thirds of the equity of Tata Sons, the Tata promoter company, is held by philanthropic trusts

that have created national institutions for science and technology, medical research, social

studies and the performing arts. The trusts also provide aid and assistance to non-government

organisations working in the areas of education, healthcare and livelihoods. Tata companies

also extend social welfare activities to communities around their industrial units. The

combined development-related expenditure of the trusts and the companies amounts to

around 4 per cent of the net profits of all the Tata companies taken together.

Going forward, Tata is focusing on new technologies and innovation to drive its business in

India and internationally. The Nano car is one example, as is the Eka supercomputer

(developed by another Tata company), which in 2008 was ranked the world’s fourth fastest.

Anchored in India and wedded to traditional values and strong ethics, Tata companies are

building multinational businesses that will achieve growth through excellence and

innovation, while balancing the interests of shareholders, employees and civil society.

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Introduction to Tata Motors Limited

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

Rs.70,938.85 crores (USD 14 billion) in 2008-09. 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 4 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

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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.

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 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.

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The foundation of the company's growth over the last 50 years 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. With over 3,000 engineers and scientists, the

company's Engineering Research Centre, established in 1966, has enabled pioneering

technologies and products. The company today has R&D centres in Pune, Jamshedpur,

Lucknow, Dharwad in India, and in South Korea, Spain, and the UK. 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.

In 2005, Tata Motors created a new segment by launching the Tata Ace, India's first

indigenously developed mini-truck.

In January 2008, Tata Motors unveiled its People's Car, the Tata Nano, which India and the

world have been looking forward to. The Tata Nano has been subsequently launched, as

planned, in India in March 2009. A development, which signifies a first for the global

automobile industry, the Nano brings the comfort and safety of a car within the reach of

thousands of families. The standard version has been priced at Rs.100,000 (excluding VAT

and transportation cost).

Designed with a family in mind, it has a roomy passenger compartment with generous leg

space and head room. It can comfortably seat four persons. Its mono-volume design will set a

new benchmark among small cars. Its safety performance exceeds regulatory requirements in

India. Its tailpipe emission performance too exceeds regulatory requirements. In terms of

overall pollutants, it has a lower pollution level than two-wheelers being manufactured in

India today. The lean design strategy has helped minimise weight, which helps maximise

performance per unit of energy consumed and delivers high fuel efficiency. The high fuel

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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.

In May 2009, Tata Motors introduced ushered in a new era in the Indian automobile industry,

in keeping with its pioneering tradition, by unveiling its new range of world standard trucks

called Prima. In their power, speed, carrying capacity, operating economy and trims, they will

introduce new benchmarks in India and match the best in the world in performance at a lower

life-cycle cost.

Tata Motors is equally focussed on environment-friendly technologies in emissions and

alternative fuels. . It has developed electric and hybrid vehicles both for personal and public

transportation. It has also been implementing several environment-friendly technologies in

manufacturing processes, significantly enhancing resource conservation. 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.

Tata Motors is committed to improving the quality of life of communities by working on four

thrust areas – employability, education, health and environment. The activities touch the lives

of more than a million citizens. The company's support on education and employability is

focused on youth and women. They range from schools to technical education institutes to

actual facilitation of income generation. In health, our intervention is in both preventive and

curative health care. The goal of environment protection is achieved through tree plantation,

conserving water and creating new water bodies and, last but not the least, by introducing

appropriate technologies in our vehicles and operations for constantly enhancing environment

care. 

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With the foundation of its rich heritage, Tata Motors today is etching a refulgent future.

Introduction to Tata NANO

Tata Nano is a rear engined, four-passenger city car built by Tata Motors, aimed primarily at

the Indian Market. The car has a fuel efficiency of around 26 kilometres per litre on the

highway and around 22 kilometres per litre in the city. It was first presented at the 9th

annual Auto Expo on January at Pragati Maidan in New Delhi, India. The Nano had its

commercial launch on March 23, 2009 and a booking period from April 9 to April 25,

generating more than 200,000 bookings for the car. The cars started to be delivered to

customers after July 17 2009, with a starting price of Rs. 1,00,000. This is cheaper than

the Maruti 800, its main competitor and next cheapest Indian car priced at Rs 184,641. Tata

had sought to produce the least expensive production car in the world — aiming for a starting

price of Rs 100,000.

Design:

Ratan Tata, the Chairman of Tata Motors, began development of the world's cheapest

production car in 2003, inspired by the number of Indian families with two-wheeled rather

than four-wheeled vehicles. The Nano's development has been tempered by the company's

success in producing the low cost 4 wheeled Ace truck in May 2005.

Contrary to speculation that the car might be a simple four-wheeled auto rickshaw, The

Times of India reported the vehicle is "a properly designed and built car". The Chairman is

reported to have said, "It is not a car with plastic curtains or no roof — it's a real car".

To achieve its design goals, Tata refined the manufacturing process, emphasized innovation

and sought new design approaches from suppliers. The car was designed at Italy's Institute of

Development in Automotive Engineering — with Ratan Tata requesting certain changes,

such as the elimination of one of two windscreen wipers. Many components of the Nano are

made in Germany by Bosch, such as fuel injection, brake system, Value Motronic ECU, ABS

and other technologies.

The Nano has 21% more interior space (albeit mostly as headroom, due to its tall stance) and

an 8% smaller exterior compared to its closest rival, the Maruti 800.

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Cost cutting features:

It has no power steering

The base model has only three lug nets on the wheels instead of the usual four

The base model has only one side view mirror

Some use of plastic and glue in place of welded steel

Manually operated side windows

Air conditioning/heating not part of base model

Airbags not part of base model

Pricing:

Tata initially targeted the vehicle as "the least expensive Production Car in the world" -

aiming for a starting price of Rs. 1,00,000 despite rapidly rising material prices at the time.

As of August 2008, material costs had risen from 13% to 23% over the car’s

development and Tata faced the choice of:

Introducing the car with an artificially low price through government subsidies and

tax-breaks

Forgoing profit on the car

Using vertical-integration to artificially boost profits on cars at the expense of their

materials industries

Partially using inexpensive polymers or Biodegradable Plastic instead of a full metal

body

Raising the price of the car

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Satisfaction is crucial concern for both customers and organizations. Satisfaction is a

subjective concept and therefore difficult to determine. It depends on many factors and varies

from person to person and product to product. The importance of customer satisfaction in

strategy development for customers and market oriented cannot be underdetermined. Now a

day it has become very important factor for each and every organization to enhance the level

of customer satisfaction. The overall study reveals that It was found that the customer are

mostly satisfied with price , design, safety, mileage, interior space, status brand name,

comfort level, spares part and after sale service.

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HISTORY AND CONCEPTION:

The project to create a 1 lakh (1 lakh = 100000 rupees) car began in 2003, under the

Chairman of Tata Motors, Ratan Tata. The strategy behind the project was the awareness of

the number of Indian families who had two wheeled transport, but couldn't afford a four

wheel car, and was based on the company's success in producing the low cost 4 wheeled Ace

truck in May 2005. The Nano was unveiled at the 2008 New Delhi AutoExpo. Industry

convention was that a reliable car couldn't be made at such a low price, so initial media

speculation was that the car would be a simple four-wheeled auto rickshaw. However, The

Times of India reported that the vehicle is "a properly designed and built car". The Chairman

is reported to have said, "It is not a car with plastic curtains or no roof — it's a real car."

During development the company reinvented and minimized the manufacturing process,

brought in innovative product design, and asked component manufacturers to look at current

work and design approaches in a different perspective to produce logical and simple

solutions.

The car was designed at Italy's Institute of Development in Automotive Engineering, with

Ratan Tata ordering certain changes during the process, such as reducing the number of

windscreen wipers from two to one.

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FINANCIAL PROJECTION:

Tata initially targeted the vehicle as "the least expensive production car in the world" —

aiming for a starting price of 100,000 rupees or approximately $2300 US despite rapidly

rising material prices. Tata Motors has been able to cut down the cost of the car by making

things smaller and lighter, doing away with superficial parts and changing material wherever

possible. Tata Motors company had received lakhs of enquiries through the internet for the

Nano.Tata Motors intends to open bookings for the car three months from now. Tata Motors

plans to produce 2,50,000 Tata Nano Cars in the first phase and add 1,00,000 in the second

phase, taking the total production capacity to 3,50,000 cars probably by the end the next

financial yearAs of August, 2008 material costs have risen from 13% to 23% over the

car’sdevelopment, and Tata now faces the choice of introducing the car with an artificially

low introductory price, raising the price of the car, or foregoing profit on the car — the latter

an unlikely proposition., while an increased price on the Nano will likely decrease demand.

Characteristics of NANO:

Cheap: It is the world cheapest car: 1 lakh for the standard model. Due to this, it is considered as the

“People’s car”.

Fuel-efficient engine: Its mileage is 20km/litre. The luxury model has a diesel engine.

Safe: Nano features feat with all safety requirements. The car contains a strong passenger

compartment with crumple zones, intrusion-resistant doors, seat belts, strong seats, anchorages… It

had passed a full frontal crash tests. Moreover, it’s a safer way of transport than motorcycles and

rickshaws.

Comfortable: Nano has been conceived for four persons. Its space is adapted according to this. Four

doors enable the entrance in the car. Seating space is generous and quite comfortable. It permits the

driver to manoeuvre easily.Besides, the car will be available in two models: standard and deluxe.

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Ecological: According to Ratan Tata (chairman of Tata motor), Nano meet all current legislative

emission norms and could be upgraded to meet euro IV norms. It is less pollutant than two-wheelers

being manufactured in India.

Trendy: Both versions of Nano (standard and deluxe) will be available in several colours. The

customer will also have the possibility to choose additional accessories to adapt the car to its needs to

make it look trendy and stylish.

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Tata Nano

Parent Company Tata Motors

Category Hatchback

Sector Automobiles

Tagline/ Slogan Khushiyon ki Chabi

USP Most affordable car in the Indian automobile market

STP

Segment Hatchback segment for middle class

Target GroupTargeted towards the families belonging to middle class segment

Positioning Positioned as the cheapest and most affordable car

SWOT Analysis

Strength

1. Very affordable price

2. Easy to drive in traffic conditions

3. Innovative engineering which provides better facilities compared to same segment cars

4. Low maintenance and handling cost

5. Good fuel efficiency

6. When it was introduced it created a huge buzz in the global automobile industry being a ‘common mans’ car

Weakness

1. Perceived as a cheap product which repels the aspirational customers

2. Setting up of production plant in WB caused a lot of tension

3. Smaller fuel tank and Less powerful engine

4. Limiter international presence

Opportunity 1. Capitalize on the fact that it is the most affordable car and acquire new customers

2. Increasing per capita income and purchasing capability of potential customer base

3. Introduce CNG model at the earliest and attract the public

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passenger car segment

4. Increase international market presence especially Europe

5. Augmenting the distribution and service network in various countries

Threats

1. Increasing fuel costs

2. Competition from other big automobile giants

3. Competitive products offering same level features at a lesser price

4. Product innovations and frugal engineering by competitors

5. Customer perception of a cheap car can lead to loss of sales

Competition

Competitors

1. Maruti Alto

2. Hyundai EON

3. Maruti 800

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CHAPTER 4

BIBLIOGRAPHY

Books:

1. Kotler, P. (2003), Marketing Management, 11th Edition, London: Prentice Hall.

2. Sheth, J. N., Mittal, B. and Newman, B. I., (1999), Customer Behaviour: Consumer

Behaviour and Beyond, London: Dryden.

3. Hokanson, S. (1995), The Deeper You Analyse, The More You Satisfy Customer,

Marketing News.

4. Motley, B. L. (2003), 'How to Thrill Your Customer', Journal of marketing, 35, 50.

5. Clarke, K. (2001), What Price on Loyalty When a Brand Switch is Just a Click Away?

International Journal, 4. 3.

6. Winstanley and Martha (1997), Customer Satisfaction Affects Buyer Action and the

Bottom Line, 12, 36.

Websites:

1. WWW.GOOGLE.COM2. WWW.WIKIPEDIA.COM

ARTICLE:Marketing guru Martin Lindstrom In Times Of India

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CHAPTER 5

QUESTIONNAIRE

Personal details :

Q1.Name: _________________________________________

Q2.Age: a) 18-24 ___ b) 25-34___ c) 35-44___ d) 45-60___

Q3. Profession: a) student___ b) self-employed___ c) service___ d)other

Q4.Since how many years are you using this model ?

a) 0-2 yr ___ b) 2-3 ___ c) 3-4 d) 4-5___

Q5. Preference for choosing Tata Nano car ?

a) Comfort ___ b) performance ___ c) feature ___ d) look e) price ___

Q6. Which feature of Tata Nano attracts you more, that inspired you to go for

Nana ?

a) Price ___ b) Design___ c) Mileage ___ d) Interior space___ e) all of the above___ f)

can’t say___

Q7. Will you recommend Nano to your friends and relatives ?

a) Yes___ b) No___ c) cant’s say___

Q8. How will you feel if Nano is used as Taxi ?

a) Embarrass___ b) Don’t care___ c) can’t say___

Q9. What is the rate of fuel consumption for Nano ?

a) Low___ b) average___ c) better___

Q10. Do you think Nano is designed and build according India’s local weather

and road condition ?

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a) Yes___ b) Not fully___ c) No___

Q11. Are you satisfied with free accessories provided by the company ?

a) Excellent___ b) good___ c) Average___ d) Below Average___

Q12. Did you received any intimation calls or letters for the service due date to

get your vehicle serviced ?

a) Yes___ b) NO ___

Q13. Do you find easy availability of spare parts ?

a) Yes___ b) No___

Q14. Are you satisfied with overall service of Tata Nano car ?

a) Excellen___t b) Good ___ c) Average___ d) below Average___

Q15. How would you rate your overall satisfaction with Tata Nano car ?

a) Yes fully satisfied b) Average c) less than Average d) No very disappointed

Q16.Do you think NANO is people's car ?

a)Yes___ b) No___ c) Can’t say___

Q17. Have any one recommended you to use it?

a) Yes___ b) No____

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