Consumer behavior is the field of study that focuses on consumer activities. It
should be primary focus of every aspect of the firm's marketing program. Consumption
is a key to understand why consumers buy products (Blackwell et al., 2007). In this study, analysis has been made to judge the perception of individuals towards
Tata Nano after its launch. The small car market in India is increasing at a great
pace. The main players in the small car market like Tata Motors and Maruti Udyog
are competing fiercely. All the small car manufacturers are trying to out do each
other in terms of design, innovation, pricing, technology, etc., in order to increase
their market share. There is a healthy competition in the Indian small car market
which has intensified since the Indian government decided to boost the small car
sector. Due to this reason, excise duties have also been reduced. Demand for small
cars has increased due to aspirational lifestyle of people which makes them strive
to purchase a car early in life. Moreover these cars are more affordable and utilitarian.
Tata Nano was one of the longest awaited and most talked about
automobile debut in India (Farris et al., 2009). Tata Nano was launched in Mumbai on March
23, 2009. The car was priced of at Rs. 130,000 approximately. Tata Nano is
an engineering marvel to come out of India in terms of cost efficiency, fuel
efficiency and space efficiency. |
