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Behind the Nano Mistakes : A Case Study on Consumer Psychology

Year 2013
Volume/Issue/Review Month Vol. - VI | Issue I | January
Title Behind the Nano Mistakes : A Case Study on Consumer Psychology
Authors Shamim Akhtar
Broad area Behind the Nano Mistakes : A Case Study on Consumer Psychology
Abstract
Since from its conception, there have been way too many impediments towards
the success of Tata Motors dream project – Nano. It seems evident that Tatas
have had problems with the entire marketing mix for Nano. There were initial
safety issues with the product; they couldn’t hold on to their original pricing
promise due to rising costs; there was a tough time with the distribution due to
serious mismatch between demand and supply; and there wasn’t a proper
promotional campaign to begin with. This explorative case study looks beyond
the mistakes and attempts to throw light on the consumer psychology regarding
Nano’s initial low market acceptance; which seemed to be quite different from
what the company and industry had speculated in the beginning. While making
qualitative assessment of the perception, attitudes and behavior of the
consumers, the case study also explores the continuous hurdles that Tata
Motors had gone through and the others that it still tries to overcome to ensure
“Nano – the people’s car”, gets its truly deserving position in the market.
Description On a rainy evening, a 70 year old industrialist was on his way in an overcrowded Indian city. He looked temporarily relieved from the annoyance of frequent traffic halts, as his car prepared to start again to make its way out. From the inside of his luxur
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