A

PROJECT REPORT
“A survey to study impact of TATA Nano launch on purchase
IN HUBLI-DHARWAD CITY”

SUBMITED BY UNDER THE GUIDANCEOF

SURESH BABU.P Mr. ROHIT C KALASKAR
REG.NO.MBA/08/62

HUBLI EDUCATION TRUST’S

INSTITUTE OF MANAGEMENT STUDIES
RAIKAR PLAZA VIDYA NAGAR HUBLI
TATA NANO CARS

BAJAJ CARS
 DECLARATION

I hereby declare that this project that report

entitled “A survey to study impact of TATA Nano
Launch on car purchase in Hubli–Dharwad city”.

The project work has been prepared by me

under the guidance of Mr. Rohit C Kalaskar director.

Place: Hubli
Date:

(Suresh Babu. P)
 CERTIFICATE
This is to certify that Suresh Babu.P student of
Master of Business Administration has prepared the
This PROJECT title “A survey to study impact of
TATA Nano Launch on car purchase in Hubli-
Dharwad City” has been prepared under the support
and guidance of Mr.Rohit kalaskar. This project was
given to me by Mr.Rohit kalaskar to make me aware
of the steps of how to prepare a summer training
project.
 ACKNOWLEDGEMENT

It is my great privilege to express my sincere thanks

to Institute of Management Studies Hubli for
providing us with all facilities to do this project.

The same is happening with me when I am

desperately searching for words to thank the almighty
god for making me an instrument to write and
prepare this project.

I am thankful to Mr.Rohit C kalaskar for providing

me support and encourage making and presenting this
project.

Finally thanks to Mr.Rohit C kalaskar Sir without his

moral support this could not have been a great
success for me.
 Abstract

The “A survey to study impact of TATA Nano

launch on purchase in Hubli – Dharwad city” Is
prepared under the guidelines of Mr.Rohit C kalaskar
(Director and Faculty).

This project report provides a gathering of knowledge

about demand of different car brands in Hubli-
Dharwad cities; as well as it also provides a detail
knowledge about the consumer preference towards
different car brands.

There is a sufficient of data analysis and conclusions

are given in the research paper.
On the basis of feedback through questionnaire and
observation method, I find out that the Hubli-
Dharwad consumer has changed their strategy
towards the products and starts to purchase them on
the basis of their quality.
As the result, there is close competition between the
companies.
The each of them are increasing their products,
qualities, and looks and providing better services
everyday.

Our analysis is based on sample results. It was a

difficult task to gather the information from
respondents by meeting them personally in order to
get questionnaire filled. There was a lot of time
pressure and sometimes unwillingness of respondents
to respond.

Mr.Rohit C kalaskar
(DIRECTER)

INDEX
CHAPTER.1
• Introduction & Design of the study
• Statement of the study
• Objectives of the study
• Need for the study
• Methodology
(a) Size of the sample
(b) Sampling design
(c) Sample technique
• Data collection
• Hypothesis (Formula)
• Geographical area of study
• Data analysis
• Limitation
CHAPTER.2
• An over view of the study
CHAPTER.3
• Opinion of the study
CHAPTER.4
• Survey of findings suggestion and conclusion

CHAPTER.1
 Introduction

There was a time when the car companies ignores in

the market, they took no any interest to produced or
sell products in the market in India. It was the initial
stage of car companies in India. As per as the time
had passed, the strategy and marketing style of car
companies had been changed.
 DESIGN OF THE STUDY

The design of the study determines the steps to be

followed to conduct the study and the important
topics, which are to be covered in the study.

This research is carried out as per the steps of

market research process. To meet the objectives
primary research is undertaken.

A detailed design of the study is considered to be

necessary in order to compare the actual theory with
that observed in picture.

The basic study on attempt has been made to

separate the various respondents on basis of their age,
income, education, profession and external factors.

Statement of the problem

 A study to Study impact of TATA Nano launch on
purchase in Hubli-Dharwad City.

It is to know the opinion of the consumer about

the Tata Nano car.

Objectives

There are following objectives of the

project:-

• To study which brand car is doing well in the

Hubli – Dharwad market.
• To know the details of the impact of the Nano in
Hubli- Dharwad market
• To know the consumer behavior and their
willingness to buy TATA Nana car
 Need for the Study

In those days, the car market is the one of the best

opportunity for the A segment car sector in the India.
It is wider and less competitive market for the car. As
the income
Level of the consumers increasing, the demand of car
is increasing continuously. The various need of the
study is given as follows:-

To determine the raising demand of Tata Nano cars

in Hubli-Dharwad cities.

Know about the different choices of cars consumers.

RESEARCH METHODOLOGY

SAMPLE DESIGN

SAMPLE UNIT: - All working people are included

both the genders i.e. males and females irrespective
of their education level.

SAMPLE SIZE: - 230

SAMPLE REGION: - Hubli-Dharwad

SAMPLING PROCEDURE: - Random Sampling

DATA COLLECTION METHOD
PRIMARY DATA

Primary data was collected through a self

administrated questionnaire. This questionnaire aims
to gather information related to various Branded cars

SECONDARY DATA

Secondary data was collected through magazines,

research papers, internet etc.

Data collection
Questionnaire design
As the questionnaire is self administrated one, the
survey is kept simple and user friendly. Words used
in questionnaire are readily understandable to all
respondent. Also technical jargons are avoided to
ensure that there is no confusion for respondents.

Definition of the Problem

The study of opportunity for car companies in the
market is a sum total of different analytical survey of
different car companies in the hubli-dharwad area. In
one sense, we can say that it is determination of how
much market captured by different car companies

Changing lifestyles

Rising per capital income, increased literacy and fast

urbanization have caused fast growth and change in
demand patterns. The rising aspiration levels,
increase in spending power has led to a change in the
consumption pattern.

Hypothesis
I am also a citizen of rural area. I use my experiences
and perceptions as hypothesis towards to made this
project.

Geographical area of study

This geographical area is concerned to the where I

conducted serve to analyze which is the best car
brand in the twin city’s.

I conducted serve in the serve in Hubli–Dharwad

City’s areas like Gokul road, CBT, Aruna colony,
Navanagar, Maruti nagger, Sirur park circle, etc. In
Dharwad geographical areas like NTTF, Vidyagiri,
Shivagiri, Vidyaranagar, Anandnagar, N R Stadium
etc.

Limitations
While surveying I encounter with some problems like
some people were not willing to respond and few of
them who responded were in hurry hence the active
participation was lacking.

Due to which we faced difficulties in collecting

information regarding our questionnaire.

Another problem which we face was that people were

hesitating to give information about their opinion.
Except it, the sample size we have taken for survey
was small and it’s a difficult task to draw accurate
conclusion or reach to an exact result on the basis of
limited sample size. Moreover, our investment was
limited and time was also less to go in depth.
Threats to us are that- as people were hesitating to
give their opinion and details so there is chance of
error regarding opinion.

CHAPTER.2
An over view of study
Hubli-Dharwad market is one of the best
opportunities for the car sector. In some sense we can
say that Hubli-Dharwad market is future of cars. The
lifestyle of Hubli-Dharwad consumers is changing.

The Indian market and the marketing strategy have

become the latest marketing buzzword for most of
the car majors. They added the strategies of different
car companies for capturing Hubli-Dharwad market
like Maruti, Hyundai, Mahendra, Honda, Ford, Bajaj,

According to one of the survey, the economic growth

in India's agricultural sector in last year was over 7%,
compared with 3% in the industrial sector. This
implies a huge market potentiality for the marketer to
meet up increasing demand.

Factors such as strong distribution network and

market awareness are few prerequisites for making an
impression in the cars market.
The characteristics of the market in terms of low and
spread out population and limited purchasing power
make it a difficult market to capture.

The Bottom of the pyramid marketing strategies and

the 4 A's model of Availability,
Affordability, Acceptability and Awareness provide
us with a means of developing appropriate strategies
to tackle the market, it is a study of different car
companies used by Hubli-Dharwad consumers. It will
provide information about consumer’s preferences
towards a good car company which is too unique and
different from those above researches.

CHAPTER.3

Opinion of study

After a good deal of consumer survey and marketing

research, I have collected a good collection of data.
The analyses of those data’s are given as follows:-
In the initial years, the Hubli-Dharwad consumers
preferred A’s segment cars etc. but from the last
period of five years, the preference of Hubli-Dharwad
consumers towards cars has been changed.

An extremely large number of cars of different

companies are selling in Hubli-Dharwad market. The
Hubli-Dharwad consumer’s preference towards the
different car brands are given in following:

1) Which is the best car in your view?

tata indica 20%

maruti 800 15%
santro 10%
ford icon 15%
scorpio 10%
tata somo 10%
qualis 5%
other 5%
 25%

20%

15%
Series1
10%

5%

0%
tata maruti santro ford scorpio tata qualis other
indica 800 icon somo

2) Do you suggest others to buy TATA NANO?

Yes No

yes 15%
no 85%
 Yes
No

3) Do you know how many car Brands are

available in Hubli-Dharwad city?

tata indica 20%

maruti 800 15%
santro 10%
ford icon 15%
scorpio 10%
tata somo 10%
qualis 5%
other 5%

25%

20%

15%
S eries 1
10%

5%

0%
tata m aruti s antro ford s c orpio tata qualis other
indic a 800 ic on som o

4) Whether the TATA NANO is useful

To your business your family both

business 15%
family 75%
 both 10%

80%

70%

60%

50%

40% Series1

30%

20%

10%

0%
business family both

5) Which vehicle do you own at present?

 two wheeler 56%
car 30%
others 14%

o t h e rs

car S e rie s 1

t w o w h e e la r

0% 10% 20% 30% 40% 50% 60%

6) How do you know about the particular brand?

By advertisement in Television
By paper advertisement
By your friends advice
 90%

80%
70%

60%
50%

40% Series 1

30%

20%
10%

0%
advertisement in paper your f riends adv ic e
Televis ion advertisement

7) Do you feel the distribution channel is good in

Hubli & Dharwad?
Yes No
 yes 15%
no 85%

Yes
No

9) Do you feel for the price of TATA NANO car is

affordable?
Yes No
 No

Yes
No

Yes

0% 10% 20% 30% 40% 50% 60%

10) Any impact of TATA Nano car launch on

purchase
 in Hubli – Dharwad city?
Yes No
Yes 76%
No 24%

80%

70%

60%

50%
Yes
40%
No
30%

20%

10%

0%
Yes No

11) This car is suitable for?

Middle class Both class
 middle class
both ciass

12) TATA NANO is comfortable for

 Size Price Average All
15%
size
64%
price
10%
average
11%
all

70
%
60
%
50
% siz
40 e
pric
% e
30 avera
% ge
all
20
%
10
%
0
% siz pric avera all
e e ge

13) Is it suitable for long ride?

Yes No
 yes
no

CHAPTER.4

Benefits of the study

The result which we get after doing the survey and

doing all the data analysis etc. it will considered as
effective Market leader and growth on market and as
well as Competitors and we can measure the people
confidence about the TATA group.

Findings

 Promotional activities are not carried out

  Major customers are professional and middle
class people
 There is more scope for TATA Nano car and
about the TATA group

SUGGESTIONS

Employees should be increased in number to

concentrate more attentively towards customer.

Giving good service and quick respond towards the

complaint is also increasing the sales and usage.

Finally I hope TATA service is very good better then

the other car companies.

The Hubli-Dharwad market is very large in compare

to the market as well as it is more challenging
market.
The consumer wants those products which are long-
lasting, good, easy to use and cheaper.

It is necessary for all the car major companies to

provide those products, which are easy to available
and affordable to the consumers. It is right that the
profit margin is very low in the Nano products, but at
the same time the market size is much large in the
Hubli-Dharwad cities, as well as in India the
companies can improve their product by increases the
costs on the advertising because the Hubli-Dharwad
consumers need attractive colors and service.
Application of 4A* is also a major task for the major
companies in this area.

(*4A= Availability, Affordability, Acceptability,

Awareness)

CONCLUSION
There is wide scope for TATA Nano car because now
days the standard of living style increasing day by
day and also the car rate also very less compares to
the other A’s segment cars so people are interested to
buy the Nano car. The banks also providing car loans
for middle class people it is also one of the reasons
for increasing in the sales.

As I has analyzed the various data based on

questionnaire, a fact has came into light that Tata’s
products are the most known and popular Brand in
context of home car products in Hubli-Dharwad
market followed by Tata indica, Tata somo and Tata
indigo, Tata somo victa.

Because of extremely large product line, cheaper

cost, brand loyalty, good publicity and advertisement,
the Hubli-Dharwad consumers generally prefers the
products of Tata’s in all segments. Except it, people
firstly prefer for good quality and comparatively low
prices products.

Appendix

QUESTIONAIRE: -------

HUBLI EDUCATION TRUST

INSTITUTE OF MANAGEMENT STUDIES HUBLI
 This survey is a “A survey to study impact of TATA Nano launch
on purchase in Hubli – Dharwad city”
to know the common man reaction on the launch of the car. This
survey is for academic purpose only and the data collected will be
kept confidential.

SECTION 1
Name: ____________________ Date /04/2009

Address: ________________________________
________________________________
________________________________

Age:

Gender: Male Female

Education qualification: Under graduation Graduation

Post graduation

Profession:

Contact no:

SECTION 2
1) Which is the best car in your view?
_____________________________________

2) Do you suggest others to buy TATA NANO?

Yes No

3) Do you know how many car Brands are

available in Hubli-Dharwad city?
__________________
___________________
__________________
___________________

4) Whether the TATA NANO is useful

To your business your family both

5) Which vehicle do you own at present?

__________________________

6) How do you know about the particular brand?

By advertisement in Television
By paper advertisement
By your friends advice

7) Do you feel the distribution channel is good in Hubli &

Dharwad?
Yes No

9) Do you feel for the price of TATA NANO car is affordable?

 Yes No

10) Any impact of TATA Nano car launch on purchase

in hubli – Dharwad city?
Yes No

11) This car is suitable for?

Low class Middle class High class

12) TATA NANO is comfortable for

Size Price Average All

13) If you are not interested in Nano car, why?

_______________________________

14) Is it suitable for long ride?

Yes No

15) Your opinion about TATA NANO

________________________________
_______________________________