Consumer Behavior Toward “Tata Nano’’ in the Context of Bangladesh

We would like to express our gratitude and indebtedness to our honorable faculty Mr. Reyad Ahmed Chowdhury, Faculty member of American International University - Bangladesh (AIUB). With his inexhaustible guidance, valuable advice, illumination suggestion, continuous inspiration, constructive criticism and generosity helped us to carry out this term paper successfully. We would also like to thank those peoples, who helped us many times by giving the information, direction, support, help and inspiration to accomplish this report. Executive summary Methodology Research method:

The study is performed by survey research. We went through personal interview (both door-to-door & shopping mall intercepts). Sources of data Primary Data: Primary data has been collected through a structured questionnaire, constructed specially for this report. Secondary Data: Going through documents and papers developed by different Newspapers, Websites and by others are the sources of secondary data. Sampling: We used non-probability sampling (convenient) as a whole & judgmental Sampling method is used only to measure the satisfaction status of promotional activities.

We have taken both male and female individuals segmenting in different age and demographics to identify the consumer’s behavior toward TATA NANO. Others: We have taken interview face to face with the individuals and the number is 40. We used a questionnaire as a tool. At the questionnaire, fixed alternative questions & open ended questions are used when needed. Purpose of the Report Primary ? To identify the consumers behavior toward TATA NANO. Secondary ? To find out the consumers expectation on NANO. ? How do the individuals feel about the company’s brand equity?

? To find out whether the company’s distribution channel meets the public demand or not. ? To know about the other competitors of NANO in Bangladesh. ? How do the people of Bangladesh take mini car’s culture? ? What age group or people of different lifestyle take this car? ? Are the people of Bangladesh satisfied with the price of NANO? ? How do the government of Bangladesh treat in case TATA tends to manufacture NANO in Bangladesh & how it will impact on traffic Literature Review This report is about how the people of Bangladesh take the launching of NANO.

To make this report we gathered so many information and data. Most of the information is collected from the web & fieldworks. We also have taken information from some well-known newspapers, magazines, and journals. Table of Content |Name of the topic |Page# | |Company profile |10 | |Product profile |11 | |NANO- some fast facts: |12 | |Aspiration of NANO to be a low involvement product |13 | |SWOT analysis |14 | |Marketing Mixes of NANO |16 | |Segmenting, Targeting & Positioning |18 | |Major Findings & analysis |19 |

Competitors’ analysis and competitive advantage |32 | |Conclusion & recommendation |32 | |Bibliography |33 | |Appendix |34 | | | | TATA Company profile Tata Motors Ltd (NSE: TATAMOTORS, BSE: 500570, NYSE: TTM) is a multinational corporation headquartered in Mumbai, India. Part of the Tata Group, it was formerly known as TELCO (TATA Engineering and Locomotive Company). Tata Motors has consolidated revenue of USD 16 billion after the acquisition of British automotive brands Jaguar and Land Rover in 2008.

It is India's largest company in the automobile and commercial vehicle sector with upwards of 70% cumulative Market share in the Domestic Commercial vehicle segment, and had a 0. 81% share of the world market in 2007 according to OICA data. The OICA ranked it as the 19th largest automaker, based on figures for 2007 and the second largest manufacturer of commercial vehicles in the world. The company is the world’s fourth largest truck manufacturer, and the world’s second largest bus manufacturer. In India Tata ranks as the leader in every commercial vehicle segment, and is in the top 3 makers of passenger cars.

Tata Motors is also the designer and manufacturer of the iconic Tata NANO, which at INR 100,000 or approximately USD 2300, is the cheapest production car in the world. Established in 1945, when the company began manufacturing locomotives, the company manufactured its first commercial vehicle in 1954 in collaboration with Daimler-Benz AG, which ended in 1969. Tata Motors is a dual-listed company traded on both the Bombay Stock Exchange, as well as on the New York Stock Exchange. Tata Motors in 2005 was ranked among the top 10 corporations in India with an annual revenue exceeding INR 320 billion.

In 2004 Tata Motors bought Daewoo's truck manufacturing unit, now known as Tata Daewoo Commercial Vehicle, in South Korea. It also acquired Hispano Carrocera SA, now a fully-owned subsidiary. In March 2008, it acquired the Jaguar Land Rover (JLR) business from the Ford Motor Company, which also includes the Daimler and Lanchester brands. And the purchase was completed on 2 June 2008. Tata Motors has auto manufacturing and assembly plants in Jamshedpur, Pantnagar, Lucknow, Ahmedabad and Pune in India, as well as in Argentina, South Africa and Thailand.