A study on Market potential for Tata Nano cars EXICUTIVE SUMMARY INDUSTRY PROFILES: Tata Motors Limited is India's largest automobile company, with revenues of Rs. 32,426 crores (USD 7.2 billion) in 2006-07. It is the leader by far in commercial vehicles in each segment, and the second largest in the passenger vehicles market with winning products in the compact, midsize car and utility vehicle segments. The company is the world's fifth largest medium and heavy commercial vehicle manufacturer, and the world's second largest medium and heavy bus manufacturer. Established in 1945, Tata Motors' presence indeed cuts across the length and breadth of India. Over 4 million Tata vehicles ply on Indian roads, since the first rolled out in 1954. The company's manufacturing base is spread across India - Jamshedpur (Jharkhand) in the east, Pune (Maharashtra) in the west, and in the north in Lucknow (Uttar Pradesh) and Pantnagar (Uttarakhand). A new plant is being set up in Singur (close to Kolkata in West Bengal) to manufacture the company's small car. The nation-wide dealership, sales, services and spare parts network comprises over 2,000 touch points. The company also has a strong auto finance operation, TML Financial Services Limited, supporting customers to purchase Tata Motors vehicles. COMPANY PROFILE: Babasabpatilfreepptmba.com Page 1
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A study on Market potential for Tata Nano cars
EXICUTIVE SUMMARY
INDUSTRY PROFILES: Tata Motors Limited is India's largest automobile company, with
revenues of Rs. 32,426 crores (USD 7.2 billion) in 2006-07. It is the leader by far in commercial
vehicles in each segment, and the second largest in the passenger vehicles market with winning
products in the compact, midsize car and utility vehicle segments. The company is the world's
fifth largest medium and heavy commercial vehicle manufacturer, and the world's second largest
medium and heavy bus manufacturer.
Established in 1945, Tata Motors' presence indeed cuts across the length and breadth
of India. Over 4 million Tata vehicles ply on Indian roads, since the first rolled out in 1954. The
company's manufacturing base is spread across India - Jamshedpur (Jharkhand) in the east, Pune
(Maharashtra) in the west, and in the north in Lucknow (Uttar Pradesh) and Pantnagar
(Uttarakhand). A new plant is being set up in Singur (close to Kolkata in West Bengal) to
manufacture the company's small car. The nation-wide dealership, sales, services and spare parts
network comprises over 2,000 touch points. The company also has a strong auto finance
Manickbag is a exclusive showroom for Tata motors situated in udyambhag Belgaum. It
is the single showroom which covers 6 districts Viz. Bagalkot, Dharwad, Hubli, Bijapur, Gadag
and Haveri.
A man with Heart of Gold- Ratan Tata has announced the launch of 'The Nano' in
September 2008 and he says 'Promise is a promise'. This car will be as cheap as 1 lack 25
thousand, affordable even to lower and higher middle classes. Astrologically, it is very
interesting to note that in 1984 when transiting Jupiter was passing through Sagittarius 'Maruti
800' was launched. 'The Nano' is also likely to be launched while transiting Jupiter will be in
Sagittarius. There is a quest in the market whether 'The Nano' will beat 'Maruti 800' or not?
Ganesha presents a Numerological study to demystify this question.
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A study on Market potential for Tata Nano cars
NEED FOR THE STUDY:
As the market for the automobile is having the huge accelerating growth in the Indian
market, to check out the demand for the sophisticated TATA Nano in future.
STUDY OBJECTIVES.
To find the awareness of TATA Nano.
To determine the prospective customer for TATA Nano.
To know the importance given by customers to various attributes for car.
METHODOLOGY
Primary data: The method of collecting primary data is survey method, there are different types of survey
techniques for example personal interview, mail survey, Internet survey and telephone survey.
Secondary data: Secondary data collected from distributors, company people, Reports and internet.
Analysis of DataData are useful only after analysis. Data analysis involves converting the series of data recorded
observations into descriptive statements.
The survey will carried out in Belgaum city, and the sample size was 100.The information
gathered is transferred to a SPSS coding sheet, interpretation. The measurement and evaluation
of data is done using SPSS 15.0 version software, simple frequency cross tabs and graphical
representations.
SELECTION OF DATA COLLECTION METHOD
1. Survey: Personal Interview of customer.
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A study on Market potential for Tata Nano cars
2. Measurement Technique: Questionnaire
3. Method of analysis: Simple Percentage Method, tabulation, etc
4. Sample Size: 100
LIMITATIONS:
Time schedule is only 60 days allotted for study is not sufficient.
All the practical experiences cannot be put on the paper.
Respondents may give biased information.
MAJOR FINDINGS:
Out of total sample taken, if they will get the new car at the price of Rs. 1 lack the 79%
respondents are ready to purchase the new car. And the remaining 21% of the respondents are
not ready to purchase the new car.
Finally, out of 100 respondents the 21% respondents said they wants to buy two – wheeler, 67% respondents said they wants to buy the TATA Nano, which is the world’s cheapest car, 5% of the respondents are wants to buy the Tata Indica car, and the remaining 7% of the respondents are wants to buy other cars
RECOMMANDATIONS:
The Data indicated that there is huge potential market in the Indian automobile industry.
Thus the Tata motors should differentiate themselves from there competitors because
data says there are some other companies are come up with small cars, even better than
past and even better for future, so that they promote their products and try to make their
market monopoly.
Nearly 21% of the people are interested to buy two – wheeler and 7% respondents are
interested to buy other cars. Thus the suggestion want to give is, Try to keep the
customers interest in Tata motors, don’t give the chance to the customer to get
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A study on Market potential for Tata Nano cars
dissatisfied .Which may probably result of changing their perception, with the help of
maintaining the quality and mileage of the car.
According to the survey most of the car buyers look at price vehicle. The Tata has always
kept the best price for his product and also has been successful in it. Thus the Tata must
set even better price for his product in the future.
CONCLUSION:
The study of “Market potential for Tata Nano cars-A case study of Belgaum city is concludes the
following”.
Based on the data analysis, I conclude that when consumer purchases a car, price and mileage of
car is influence him to buys a car, and also customers choose the well quality cars.
The study shows that the TATA Nano car have a great place in consumer mind, and costumers
are waiting for the Nano when it comes to market, when customers go for purchasing a car, they
prefer to purchase a good mileage and good quality car, so TATA Nano may not fails in market
because TATA motors is meant for quality products, and creative products, and they wants
stands in first level in the market. And also customers do not want to try unknown branded cars
because they have no much information about the lesser known brand car, so already TATA has
good brand name in Automobile sector. Usually, people may purchase Nano car because they
might have heard before about brands and TATA or they have some information about them
from other sources, like magazines, newspapers, television etc.
AUTOMOBILE INDUSTRY PROFILE
In India there are 100 people per vehicle, while this figure is 82 in China. It is expected that
Indian automobile industry will achieve mass motorization status by 2014.
Industry Overview
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A study on Market potential for Tata Nano cars
Since the first car rolled out on the streets of Mumbai (then Bombay) in 1898, the Automobile
Industry of India has come a long way. During its early stages the auto industry was overlooked
by the then Government and the policies were also not favorable. The liberalization policy and
various tax reliefs by the Govt. of India in recent years have made remarkable impacts on Indian
Automobile Industry. Indian auto industry, which is currently growing at the pace of around 18
% per annum, has become a hot destination for global auto players like Volvo, General Motors
and Ford.
A well developed transportation system plays a key role in the development of an economy, and
India is no exception to it. With the growth of transportation system the Automotive Industry of
India is also growing at rapid speed, occupying an important place on the 'canvas' of Indian
economy.
Today Indian automotive industry is fully capable of producing various kinds of vehicles and can
be divided into 03 broad categories: Cars, two-wheelers and heavy vehicles.
Snippets: The first automobile in India rolled in 1897 in Bombay.
India is being recognized as potential emerging auto market.
Foreign players are adding to their investments in Indian auto industry.
Within two-wheelers, motorcycles contribute 80% of the segment size.
Unlike the USA, the Indian passenger vehicle market is dominated by cars (79%).
Tata Motors dominates over 60% of the Indian commercial vehicle market.
2/3rd of auto component production is consumed directly by OEMs.
India is the largest three-wheeler market in the world.
India is the largest two-wheeler manufacturer in the world.
India is the second largest tractor manufacturer in the world.
India is the fifth largest commercial vehicle manufacturer in the world.
The number one global motorcycle manufacturer is in India.
India is the fourth largest car market in Asia - recently crossed the 1 million mark.
Out of 100 respondents on whom survey was conducted, the 21% of the respondents age group between 18 – 25, 73% of the respondents age group between 26 – 40, and the remaining 6% respondents age group between 41 – 60. This shows the major part has covered by the age group between 26 - 40, because this group of people may have the major roll, while purchasing the car.
3) Occupation of the respondent
1) Private employee 2) Govt employee 3) Own business 4) Other
TABLE-3
FrequencyPercent
Valid Percent
Cumulative Percent
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Freq
uenc
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100
80
60
40
20
0
occupation of the respondentown businessgovt employeeprivate employee
A study on Market potential for Tata Nano cars
Valid private employee 81 81.0 81.0 81.0
govt employee 8 8.0 8.0 89.0 own business 11 11.0 11.0 100.0 Total 100 100.0 100.0
Interpretation:
Out of 100 respondents on whom survey was conducted, the 81% of the employers are private employers, and 8% of the employers are government employers, and the remaining 11% employers are have their own business.
4) Annual income of the respondent
1) less than 1 lac 2) 1 – 2 lac 3) 2 – 3 lac 4) 3 lac and above
TABLE-4
Frequency Percent Valid Percent Cumulative PercentValid less than 1 lakh 34 34.0 34.0 34.0
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50
40
30
20
10
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annual income of the employee3 lakh and above2 lakh - 3 lakh1 lakh - 2 lakhless than 1 lakh
Out of 100 respondents on whom survey was conducted, 34% of the respondents have the annual income less than 1 lakh, 55% of the respondents have the annual income 1 lac to 2 lac, 5% of the respondents have the annual income 2 lac to 3 lac, and the remaining 6% of the respondents have the annual income more than 3 lac, here the respondents who has less than 1 lac and 1 lac – 2 lac all they fall in middle class family, it shows, the survey was conducted to the middle class family, because the TATA Nano is made for the middle class family, and they have the major roll in purchasing the TATA Nano.5) Have you heard about TATA Nano?
1) Yes 2) NoTABLE-5
Frequency PercentValid Percent
Cumulative Percent
Valid Yes 98 98.0 98.0 98.0 No 2 2.0 2.0 100.0 Total 100 100.0 100.0
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Freq
uenc
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100
80
60
40
20
0
have you heard about tata nanonoyes
A study on Market potential for Tata Nano cars
Interpretation:
With respect to the question, have you heard about the TATA Nano?, out of 100 respondents the 98 respondents said they are aware about the TATA Nano, and the remaining 2 respondents are said they are doesn’t aware about the TATA Nano.6) If you get a new car at the price of Rs 1 lack, then are you ready to buy a new car?
1) Yes 2) NoTABLE-6
Frequency Percent Valid Percent Cumulative PercentValid Yes 79 79.0 79.0 79.0 No 21 21.0 21.0 100.0 Total 100 100.0 100.0
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60
40
20
0
if u get a car at rs 1 lakh are ready to buy the new carnoyes
A study on Market potential for Tata Nano cars
Interpretation:
With respect to the question, if they get the new at the price of Rs. 1 lac, the 79%
respondents are ready to buy the car, but 21% of the respondents are not ready to buy the car,
According to the result of the survey, if they get the car at the price Rs.1 lac most of the people are
ready to buy the car.
7) What are the factors you are going to concentrate while buying a new car?
Frequency Percent Valid Percent Cumulative PercentValid Yes 47 47.0 59.5 59.5 No 32 32.0 40.5 100.0 Total 79 79.0 100.0 Missing System 21 21.0
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Freq
uenc
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50
40
30
20
10
0
price - attribute concidernoyes
A study on Market potential for Tata Nano cars
Total 100 100.0 GRAPH-7-1
Interpretation:
With respect to the price attribute, out of 79 respondents, the 47 respondents are considered price attribute while purchasing the car, it means the 59.5% respondents are considered the price attribute, the remaining 32 respondents i.e 40.5% respondents are not considered the price attribute while purchasing the car. The remaining 21 respondents are left, because they are not ready to buy the car. TABLE-7-2
2) MILEAGE
Frequency Percent Valid Percent Cumulative PercentValid Yes 52 52.0 65.8 65.8 No 27 27.0 34.2 100.0 Total 79 79.0 100.0 Missing System 21 21.0 Total 100 100.0
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Freq
uenc
y
60
50
40
30
20
10
0
mileage - attribute considernoyes
A study on Market potential for Tata Nano cars
Interpretation:
With respect to the mileage attribute, out of 79 respondents, the 52 respondents are considered
mileage attribute while purchasing the car, it means the 65.8% respondents are considered the
mileage attribute, the remaining 27 respondents i.e 34.2% respondents are not considered the
mileage attribute while purchasing the car. The remaining 21 respondents are left, because they
are not ready to buy the car.
3) Performance TABLE-7-3
Frequency Percent Valid Percent Cumulative PercentValid Yes 29 29.0 36.7 36.7 No 50 50.0 63.3 100.0 Total 79 79.0 100.0 Missing System 21 21.0 Total 100 100.0
GRAPH-7-3
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40
30
20
10
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performance - attribute considernoyes
A study on Market potential for Tata Nano cars
Interpretation:
With respect to the performance attribute, out of 79 respondents, the 29 respondents are
considered performance attribute while purchasing the car, it means the 36.7% respondents are
considered the performance attribute, the remaining 50 respondents i.e 63.3% respondents are
not considered the performance attribute while purchasing the car. The remaining 21 respondents
are left, because they are not ready to buy the car.
4) Comfort TABLE-7-4
Frequency Percent Valid Percent Cumulative PercentValid Yes 38 38.0 48.1 48.1 No 41 41.0 51.9 100.0 Total 79 79.0 100.0 Missing System 21 21.0 Total 100 100.0 GRAPH-7-4
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40
30
20
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comfort - attribute considernoyes
A study on Market potential for Tata Nano cars
Interpretation:
With respect to the comfort attribute, out of 79 respondents, the 38 respondents are considered
comfort attribute while purchasing the car, it means that the 48.1% respondents are considered
the comfort attribute, the remaining 41 respondents i.e 51.9% respondents are not considered the
comfort attribute while purchasing the car. The remaining 21 respondents are left, because they
are not ready to buy the car.
8) What should be the your price range to purchase a new car?
what should be the price range for you to buy the new…4 lakh and above3 alkh - 4 lakh2 lakh - 3 lakh1 lakh - 2 lakh
A study on Market potential for Tata Nano cars
Missing System 21 21.0 Total 100 100.0
GRAPH-8
Interpretation:
With respect to the question what is the price range for purchasing the new car, out of 79 respondents the 58 i.e 73.4% respondents said their price range for purchasing a new is 1 lac to 2 lac, 16 respondents i.e 20.3% respondents said 2 lac to 3 lac, and 2 respondents i.e 2.5% respondents said 3 lac to 4 lac, and the remaining 3 respondents i.e 3.8% respondents said about their price range is 4 lac and above. And the 21 respondents are left because they are not ready to buy the new car.9) Before buying a new will you wait till TATA Nano comes on road and then decide to buy a car?
1) Yes 2) No TABLE-9
Frequency Percent Valid Percent Cumulative PercentValid Yes 66 66.0 83.5 83.5 No 13 13.0 16.5 100.0 Total 79 79.0 100.0 Missing System 21 21.0 Total 100 100.0
GRAPH-9
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Freq
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60
40
20
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before buying a car will u wait tata nano comes on roa…noyes
A study on Market potential for Tata Nano cars
Interpretation:
With respect to the question, before buying a car will you wait till TATA Nano comes on road and then decide to buy a car, out of 79 respondents, the 66 respondents i.e 83.5% respondents said, they are ready to wait till TATA Nano comes on road and then they will decide which car to buy, but 13 respondents i.e 16.5% respondents are not ready to wait till TATA Nano comes on road, but it shows the most of the customers are wait for TATA Nano.
10) Please rank specifies according to you the important factors to buy a new car. Between 1 to 5 as follows
Very important
Important Neither important/Nor not important
Less important
Not important
a)Price
b)Brand
c)safety
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Freq
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50
40
30
20
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price of car
not importantless importantneither imp nor not inp
importantvery important
A study on Market potential for Tata Nano cars
d)Mileage
e)Quality
f)Speed
a) PRICE: TABLE-10-A
Frequency Percent Valid PercentCumulative Percent
Valid Very important 51 51.0 64.6 64.6 Important 15 15.0 19.0 83.5 Neither imp nor not imp 9 9.0 11.4 94.9 Less important 2 2.0 2.5 97.5 not important 2 2.0 2.5 100.0 Total 79 79.0 100.0 Missing System 21 21.0 Total 100 100.0
GRAPH-10-A
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A study on Market potential for Tata Nano cars
Interpretation:
While ranking the attributes according to the customers, out of 79 respondents, 51 respondents i.e 64.6% respondents have mentioned price attribute is the very important factor while purchasing the car, 15 respondents i.e 19% respondents said price is important factor, and 9 respondents i.e 11.4% said price is
b) Brand of a car TABLE-10-B
Frequency Percent Valid Percent Cumulative PercentValid very important 28 28.0 35.4 35.4 Important 30 30.0 38.0 73.4 neither imp nor not imp 19 19.0 24.1 97.5 less important 2 2.0 2.5 100.0
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Freq
uenc
y
30
20
10
0
brand of car
less importantneither imp nor not imp
importantvery important
A study on Market potential for Tata Nano cars
Total 79 79.0 100.0 Missing System 21 21.0 Total 100 100.0
GRAPH-10-B
Interpretation:
While ranking the attributes according to the customers, out of 79 respondents, 28 respondents i.e 35.4% respondents have mentioned brand attribute is the very important factor while purchasing the car, 30 respondents i.e 38% respondents said brand is important factor, and 19 respondents i.e 24.1% said price is neither important nor not important, 2 respondents i.e 2.5% respondents said brand attribute is less important, and 0 respondents i.e 0% respondents said brand attribute is not important
c) Safety in car TABLE-10-C
Frequency Percent Valid Percent Cumulative PercentValid very important 35 35.0 44.3 44.3
Important 33 33.0 41.8 86.1neither imp nor not imp 6 6.0 7.6 93.7
less important 5 5.0 6.3 100.0Total 79 79.0 100.0
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Freq
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40
30
20
10
0
safety in car
less importantneither imp nor not imp
importantvery important
A study on Market potential for Tata Nano cars
Missing System 21 21.0Total 100 100.0
GRAPH-10-C
Interpretation:
While ranking the attributes according to the customers, out of 79 respondents, 35 respondents i.e 44.3% respondents have mentioned safety attribute is the very important factor while purchasing the car, 33 respondents i.e 41.8% respondents said safety is important factor, and 6 respondents i.e 7.6% said price is neither important nor not important, 5 respondents i.e 6.3% respondents said safety attribute is less important, and 0 respondents i.e 0% respondents said brand attribute is not important
d) Mileage of car TABLE-10-D
Frequency PercentValid Percent
Cumulative Percent
Valid Very important 32 32.0 40.5 40.5 important 37 37.0 46.8 87.3 neither imp nor
not imp 10 10.0 12.7 100.0
Total 79 79.0 100.0 Missin System 21 21.0
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40
30
20
10
0
mileage of a carneither imp nor not impimportantvery important
A study on Market potential for Tata Nano cars
gTotal 100 100.0
GRAPH-10-D
Interpretation:
While ranking the attributes according to the customers, out of 79 respondents, 32 respondents i.e 40.5% respondents have mentioned mileage attribute is the very important factor while purchasing the car, 37 respondents i.e 46.5% respondents said mileage is important factor, and 10 respondents i.e 12.7% said mileage is neither important nor not important, 0 respondents i.e 0% respondents said mileage attribute is less important, and 0 respondents i.e 0% respondents said mileage attribute is not important.
e) Quality of a car TABLE-10-E
Frequency PercentValid Percent
Cumulative Percent
Valid very important 37 37.0 46.8 46.8 important 38 38.0 48.1 94.9 neither imp nor not
imp 4 4.0 5.1 100.0
Total 79 79.0 100.0 Missing
System 21 21.0
Total 100 100.0
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Freq
uenc
y
40
30
20
10
0
quality of a carneither imp nor not impimportantvery important
A study on Market potential for Tata Nano cars
GRAPH-10-E
Interpretation:
While ranking the attributes according to the customers, out of 79 respondents, 37 respondents i.e 46.8% respondents have mentioned quality attribute is the very important factor while purchasing the car, 38 respondents i.e 48.1% respondents said quality is important factor, and 4 respondents i.e 5.1% said quality is neither important nor not important, 0 respondents i.e 0% respondents said brand attribute is less important, and 0 respondents i.e 0% respondents said brand attribute is not important
f) Speed of car
TABLE-10-F
Frequency PercentValid Percent
Cumulative Percent
Valid Very important 8 8.0 10.1 10.1 Important 11 11.0 13.9 24.1 neither imp nor
not imp 26 26.0 32.9 57.0
Less important 28 28.0 35.4 92.4 Not important 6 6.0 7.6 100.0 Total 79 79.0 100.0 Missing System 21 21.0
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Freq
uenc
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30
20
10
0
speed of car
not importantless importantneither imp nor not imp
importantvery important
A study on Market potential for Tata Nano cars
Total 100 100.0 GRAPH-10-F
Interpretation:
While ranking the attributes according to the customers, out of 79 respondents, 8 respondents i.e 10.1% respondents have mentioned speed attribute is the very important factor while purchasing the car, 11 respondents i.e 13.9% respondents said speed is important factor, and 26 respondents i.e 32.9% said speed is neither important nor not important, 28 respondents i.e 35.4% respondents said speed attribute is less important, and 6 respondents i.e 7.6% respondents said speed attribute is not important.11) How did you come to know about the TATA Nano? 1) TV 2) News paper 3) Radio 4) Friends 5) Others TABLE-11
Frequency Percent Valid Percent Cumulative PercentValid TV 54 54.0 55.1 55.1 Paper 33 33.0 33.7 88.8 Radio 4 4.0 4.1 92.9 Friends 5 5.0 5.1 98.0 Others 2 2.0 2.0 100.0 Total 98 98.0 100.0 Missing System 2 2.0 Total 100 100.0
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Freq
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50
40
30
20
10
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how did you came to know about tata nanoothersfriendsradiopapertv
A study on Market potential for Tata Nano cars
GRAPH-11
Interpretation:
With respect to the question how did you came to know about the TATA Nano?, out of 98 respondents, 54 i.e 55.1% respondents said they came to know a bout the TATA Nano from news paper, 33 respondents i.e 33.7 respondents are came to from the news paper, and 4 respondents i.e 4.1% respondents are came to know from the radio, 5 respondents i.e 5.1% respondents have the awareness from their friends, remaining 2 respondents know from the others. The remaining 2 respondents are doesn’t have the awareness about the TATA Nano.12) Do you have any idea about the small cars from any other companies?
1) Yes 2) No TABLE-12
Frequency Percent Valid Percent Cumulative PercentValid Yes 30 30.0 30.0 30.0 No 70 70.0 70.0 100.0 Total 100 100.0 100.0
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Freq
uenc
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60
40
20
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do you have any idea abut other small cars from other…noyes
A study on Market potential for Tata Nano cars
GRAPH-12
Interpretation:
For the question, do you have any idea about the small cars apart from TATA Nano, from other companies?, out of 100 respondents 30 respondents said they have the idea about the small cars from other companies, and 70 respondents doesn’t have the idea about the small cars from other companies.
13) If yes please specify which company is come up with small car
please specify which company is come up with small …othersfordhyundaimaruti
A study on Market potential for Tata Nano cars
Total 30 30.0 100.0 Missing System 70 70.0 Total 100 100.0
GRAPH-13
Interpretation:
This question is related to the previous question, if yes please specify the company which company is come up with small cars, out of 30 respondents 6 respondents i.e 20% respondents have mentioned the Maruti company, 10 respondents i.e 33.3% said Hyundai, 1 respondent 1.e 3.3 % respondent said ford and the remaining 13 respondents i.e 43.3% respondents mentioned just other company is come up with small car.
14) Do you think, if TATA Nano comes on road then it will effects on resale of other cars like Maruti-800, TATA Indiaca and others?
do you think when tata nano comes on then it will …noyes
A study on Market potential for Tata Nano cars
Interpretation:
For the question, if TATA Nano comes on road then it will effects on the resale of other cars? Like Maruti – 800, Tata Indica and other economical cars, out of 100 respondents, 82 respondents said it will effect on the resale of other cars, and they have mention some valuable reasons in the next question, which is the open ended question, and the remaining 18 respondents said it will not effects on the resale of other economical cars.
15) If TATA Nano has good quality, mileage, price and performance, then which one would you like to buy in the following?