A STUDY ON CONSUMER BUYING BEHAVIOUR OF TATA NANO CAR IN SALEM DISTRICT

Dr. Mary J. Priyadarisini, P. Sumithra

Abstract


The Tata Nano is an inexpensive rear-engine four passenger city car built by the Indian company Tata Motors and is aimed primarily at the Indian
domestic market. One of the greatest strengths of Nano is tiny price tag. The starting price is Rs.1,00,000 which is cheaper than Maruti 800, the next
cheapest car in Indian market priced at Rs.1,84,641. Tata positioned Nano peoples mind as “ The people car”, One Lakh car that drives One billion
Dreams and The world’s cheapest car without compromising on quality, safety and eco-friendliness.


Keywords


Buying Behavior, Perception, Levels Of Satisfaction, Tata Nano, Car, Price And Quality.

Full Text:

PDF

References


• Asher W and Schusler M (1967), “Students Grades and Access to cars”, The Journal of Educational Research,Vol.60, No.10,pp. 435-437.

• Bell Gerald (1967), “The Automobile Buyer After the Purchase”, The Journal of Marketing, Vol.31, No.3,pp.12-16.

• Report by the working group on Automotive Industry, Eleventh Five Year Plan (2007-12).

• Department of Heavy Industries, Ministry of Heavy Industries and public Enterprises, India (August 2006).

• Autocar Magazine, Jan 2012.

• The IUP Journal of Business Strategy, Vol, No.3, 2010

• Centre for Monitoring of Indian Economy: Industry Analysis Service Database.


Refbacks

  • There are currently no refbacks.