A Study on the Consumer Behavior Towards Tata Nano

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 its 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. Even after the road tax, service tax and the other registration fees, Nano base model will work out to be just Rs. 1,30,000. Even its advanced versions like Nano LX will at most cost around 1,79,000. Nano is targeted at two-wheeler segments, second-hand car segments, auto rickshaw segments, middle and lower income segments. Tata positioned Nano in peoples’ mind as “The Peoples' Car”, “One Lakh Car that drives One Billion Dreams” and “The World’s cheapest car” without compromising on quality, safety and eco-friendliness