A STUDY ON THE CONSUMER SATISFACTION TOWARDS TATA NANO CAR (With special reference to Coimbatore) by A.

DAVID Under the Guidance of Dr.T.NAGANANTHI, M.Com., M.Phil., B.Ed., Ph.D.

INTRODUCTION

Satisfaction is the level of persons felt state resulting from comparing a products perceived performance in relation to the

persons
expectations. Continued..

 Total quality management is seen today as a

major approach to provide consumer satisfaction and company profitability.

A lot of companies have come into the picture

to cater the needs of the people by manufacturing small cars according to the expectation of the people. The present study was undertaken to find the satisfaction level of the consumers of TATA NANO The peoples car.

The consumers are given more

NEED FOR THE STUDY

importance for easy, convenient, stylish and more comfortable vehicles rather than highly sophisticated vehicles.
In the market more variety of

fashion vehicles are introduced to satisfy the present and prospective consumers. A cut throat competition is existing in four-wheeler market in order to compete one brand with another brand.
In this juncture an attempt was

made on the study of the TATA NANO

The introduction of the low-cost

STATEMENET OF THE PROBLEM

small car concept TATA NANO has generated much hype. Even generating such hype TATA NANO could do only fewer sales due to some realistic factors.
In this regard the researcher has

probed further to find answer for the following questions.

1.

What are the factors influence the consumer to buy the TATA NANO?
What is the status of the consumer? Are any dissatisfied features or drawbacks found in TATA NANO?

2.

3.

2010 four-wheeler Total Customer Satisfaction (TCS)

REVIEW OF LITERATURE

A study on buyer satisfaction towards Hyundai car in Dharapuram Town (2005) . Ms.S.Rajeswari A study on preference for used cars towards the performance of the product (2005) Mr.Silas Sargunam

Measuring consumers satisfaction for small cars an empirical study (2004) Prof.A.M.Suresh and Raja.G
Customer satisfaction of Fiat Palio car owners in Coimbatore city (2003) K.Narendran Four wheeler purchase preference. (1998) Dr.Nazar

It helps the company to increase

SCOPE OF THE STUDY

their sales by finding a prompt solution.

This study tries to know the consumers interest.

It helps to improve the market

performance.
It will be useful to develop

technological and professional

excellence for the branch to be front runner in the competition in the long run.

PERIOD OF THE STUDY

The period of study
covers from September 2010 to September 2011

To know about the profile of the

OBJECTIVES OF THE STUDY

Tata Nano car

To know overall performance of

Tata Nano
To find out the consumer

satisfaction level
To find out the factors that

influences the consumer to buy the Tata Nano car

To know the type of change the

consumers expect from Tata Nano car.

1. This report is based on

METHODOLOGY OF THE STUDY

primary as well secondary data

2. The sample size of my

project is limited to 75 respondents only.

3. The tools used to analysis

the data were

Simple Percentage Chi-square analysis ANOVA Factor analysis

The study was limited to a specific

LIMITATIONS

number of respondents.
The time and resource were limited

factor for this study.

The study is limited to Coimbatore

only and therefore the findings of the study cannot be extended to other areas.
Possibility of error in data collection

Despite these limitations maximum care and effort was exercised to make the study scientifically and meaningfully.

 CHAPTER SCHEME

Chapter I Chapter I deal with Introduction, Need for the study, Statement of the problem, Review of literature, Scope of the study, Period of the study, Objectives of the study, Methodology, Limitations and chapter scheme Chapter II Chapter II deals with profile of the company Chapter III Chapter III deals with Analysis and Interpretation Chapter IV Chapter IV deals with Findings, Suggestions Chapter V Chapter V deals with conclusion.

From the analysis it could be

FINDINGS

concluded that most of the respondents are belonging to the male gender.

Majority of the age group belongs to

25-40 years. 67% of the respondents are belongs to the college level education. Majority of the respondents are employed. Most of the respondents are having above 4 members in the family.

Continued.

 Found that majority of the respondent have their

family income of Rs. 20001-30000. 48% of the respondents came to know about Tata Nano through friends. Major role played by the News paper and Magazine factor to light the product in the respondents mind. Majority of the respondents ranked first primary reason to buy the product as Affordable price. 87% of the respondents make the combined decision to buy the product Tata Nano. Most of the respondents bought the car by down cash payment rather than availing car loan.
Continued

 Most of the respondents used the car for the period of less

than 6 months. Majority of the respondents use the car for their personal use only. 59% of the respondents drives their car to 51-100Km per week. Most of the respondents made their first preference to fuel efficiency. Most of the respondents ranked first to cost of vehicle. Majority of the respondents face the engine noise as their prime drawback. There exists no association between the buying decision of nano car and the factors' influenced them to buy the product. There exists no association between the car owner opinions on reasons that influence them to buy Tata Nano branded cars.
Continued.,

 It has found that Nano car owners' decision to buy the

car was significantly influenced by their socioeconomic status. It is inferred that there exist association between the purpose of Nano car usage and the car owners perception towards the product performance

The engine noise is the prime drawback

that is faced by the consumers hence the

SUGGESTIONS

necessary changes to be made to solve this problem.

Most of the middle class people lives in

rural areas so the company has to extend its marketing to the rural areas too so that the

company can make more profit out of it.

Since the advertisement in television and

newspaper have helped a lot to the

consumers to aware of the product as well

as the offers. more innovative and attractive advertisement should be created in order to attract large group of customers

Continued..,

 Hike in petrol has changed the taste and preference of the most of the

middle class people towards Tata Nano hence according to the need modification can be made but only with a light hike of price rather than huge hike in price of Tata Nano so that the Nano will be the best ever. In the modern world though the car has became the necessity, it has some status value too. Because the competitors like HONDA, MARUTI, SKODA and NISSAN they provide small cars with a plenty of innovative and latest technology which is not possible in Tata Nano due to low cost even then innovative and attractive features to be added so that people will be proud to own the Tata Nano. The mileage aspect of the Tata Nano very well satisfied by the consumers. So whatever may be the modification made to the car it should never affect the mileage capacity of the car. And well provided after service will make a consumer to market Tata Nano by word of mouth. Interior Infrastructure of the Tata Nano to be modernized little in the basic model without hiking much price so that peoples car will remain as the peoples car forever.

CONCLUSION

The study is an attempt to focus attention on the Tata Nano consumers for their satisfaction level through the study the researcher has identified that there is scope for the Tata Nano in coimbatore in the future due to sudden hike of petrol price. The primary objective of the study is to know level of satisfaction of Tata Nano users. It is found that majority of the respondents satisfied with the some factors and at the same time they are also totally dissatisfied with some aspects of the Tata Nano car. Continued..,

 The study also aimed at knowing why consumers

prefer Tata Nano. It is inferred from the study that consumers prefer Tata Nano mainly because of two reasons that is price and mileage so these two factors should be considered very well in the following years too. According to the researcher company may concentrate on both rural and urban areas equally means they can maximize their sales which is very low in nature now when compare to other small car companies or competitors.