Consumer Behavior For Launching Tata Nano In The Context Of Bangladesh

April 26, 2010

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|Consumer Behavior | Group: Capo |

Consumer Behavior.

Section: A

Prepared for –

Mr. Reyad Ahmed Chowdhury

Faculty Member,

Faculty of Business Administration,

American International University - Bangladesh.

Prepared By –

“Capo” GroupDewan Plato

Rahman Md. Eshraqur

Alam Md. Alvi Ibne

Hossain Sanjida

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Letter of Transmittal

April 26, 2010

Reyad Ahmed Chowdhury

Faculty Member,

Faculty of Business Administration,

American International University - Bangladesh.

Subject: Submission of final term paper.

Dear Sir,

With the passage of time we the students of ‘Consumer Behavior, section A, arestanding on the entity of our course completion, hence are finalized with our final group term paper.

Vividly enough, our report comprise adequate endeavors. But no doubt, our contribution will be best evaluated on your sharp scale of acceptance & analytical remarks.

Rather in case of any further clarification or elaboration as to our report, we would welcome the opportunity to consult with youto explore how our findings could best meet your needs.

With best regards,

Capo.

Acknowledgement

We would like to express our gratitude and indebtedness to our honorable faculty Mr. Reyad Ahmed Chowdhury, Faculty member of American International University - Bangladesh (AIUB). With his inexhaustible guidance, valuable advice, illumination suggestion, continuous inspiration,constructive criticism and generosity helped us to carry out this term paper successfully. We would also like to thank those peoples, who helped us many times by giving the information, direction, support, help and inspiration to accomplish this report.

Executive summary

Methodology

Research method:
The study is performed by survey research. We went through personal interview (both door-to-door &shopping mall intercepts).
Sources of data
Primary Data:
Primary data has been collected through a structured questionnaire, constructed specially for this report.
Secondary Data:
Going through documents and papers developed by different Newspapers, Websites and by others are the sources of secondary data.
Sampling:
We used non-probability sampling (convenient) as a whole &judgmental Sampling method is used only to measure the satisfaction status of promotional activities. We have taken both male and female individuals segmenting in different age and demographics to identify the consumer’s behavior toward TATA NANO.
Others:

We have taken interview face to face with the individuals and the number is 40.We used a questionnaire as a tool. At the questionnaire, fixedalternative questions & open ended questions are used when needed.

Purpose of the Report
Primary

✓ To identify the consumers behavior toward TATA NANO.

Secondary

✓ To find out the consumers expectation on NANO.
✓ How do the individuals feel about the company’s brand equity?
✓ To find out whether the company’s distribution channel meets the public demandor not.
✓ To know about the other competitors of NANO in Bangladesh.
✓ How do the people of Bangladesh take mini car’s culture?
✓ What age group or people of different lifestyle take this car?
✓ Are the people of Bangladesh satisfied with the price of NANO?
✓ How do the government of Bangladesh treat in case TATA tends to manufacture NANO inBangladesh & how it will impact on traffic

Literature Review

This report is about how the people of Bangladesh take the launching of NANO. To make this report we gathered so many information and data. Most of the information is collected from the web & fieldworks. We also have taken information from some well-known newspapers, magazines, and journals.

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