Tata Nano: Buying Process & Consumer Behaviour

By Group 11 (PGPM Energy) Abhinav Gupta Arpita Singh Parita Rathi Piyush Pande Sundararajan Kannan

Target Audience
The target audience was the class of people who wanted to buy a car but could not afford one, hence the Lakhtakiya car, Nano. There were people with high disposable incomes, but as they wanted their children to have a car, they would buy them a Nano, as it was cheap and was secured (low highest speed and security against varied weather). Some of them, went on for high end motorcycles to mark a social symbol. People also did not buy Nano, as initially a few models caught fire. This can also be worked upon The rural people could not switch to Nano, as it was not built for rough roads. (Tata Nano can catch up on this) The main aim was to shift at least 10% of the 9million motorbike market towards Nano.

The Buying Process:

Solo driving/ Office purpose

Has Rs. 1.5 lakh and wants to buy a vehicle

Family (3-4) driving

Refer next slide

Needs comfort

Does not need comfort

Buy Nano

High Mileage

Low Mileage

Buy Motorcycle

High Cost of Maintenance

Low Cost of Maintenance

High Cost of Maintenance

Low Cost of Maintenance

Buy Motorcycle Buy Nano Buy Nano Buy higher end motorcycle

Give to young in the family Does not need security Does not need comfort Needs comfort Does not need comfort Buy Motorcycle

Need Security

Needs comfort

Buy Nano

High Mileage

Low Mileage

Buy Nano

High Cost of Maintenance

Low Cost of Maintenance Buy Motorcycle

High Cost of Maintenance

Low Cost of Maintenance

Buy Nano

Buy Nano

Buy Nano

Factors Influencing Consumer Behaviour

Many people were waiting for the launch of Nano after Mr. Ratan Tatas speech. Had dreams attached to having a carnow could be a reality Negative publicity through initial models of Nano caught Fire Vigorous Online Marketing was done on Social Networking sites and blogs Launch was with much-a-do at Delhi Auto Expo
Time, Marketing Stimuli Lifestyle Personality Demographics Motivations Perceptions Beliefs & Attitudes Learning Reference Groups Small families who wanted safer travel together Provide the young in the family with a car, as a safety concern Office goers wanted to shift to something comfortable and secured UTILITARIAN thinking Catered to the middle class comfortably

WoM as a cheap car than an affordable car. People wanted to move on something better than on moving something that was cheap. Started thinking that quality has been compromised on, after initial few accidents Being used as a commercial vehicle A 4-wheeler would also bring better prospects for marriage

Culture
Family Majorly the Middle income group. Families mostly consisted of 3-4 members

Thank You