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RESEARCH PROJECT REPORT ON
A STUDY OF MARKET POSITIONING OFTATA NANO
SUBMITTED FOR THE PARTIAL FULFILLMENT OF THEDEGREE OF
MASTER OF ENTREPRENOURSHIP AND FAMILYBUSSINESSOf
PUNJAB UNIVERSITY
By BALDEEP DARAROLL NO.10557
MEFB 2ND SEMESTER
UNDER THE SUPERVISION OF DR. S.K.SHARMA
G.G.D.S.D COLLEGE SEC32CHANDIGARH
2008-09
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C !"#$#%&" '$ S() !*#+'!
This is t !"#tify th$t MISS B$%&""' D$#$ R %% N ()*++, h$s ! -'%"t"& th" #"s"$#!h '# ."!t tit%"& ,A STUDYOF MARKET POSITIONING OF TATA NANO /0&"#-y s/'"#1isi 0 i0 '$#ti$% f/%fi%%-"0t f th" MASTER OFENTREPRENOURSHIP AND FAMILY BUSSINESS &" #""Of P/0.$3 /0i1"#sity4444444444444444
DR.S.K.SHARMA
D$t"5
P%$!"5
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D % &!&"#'
I6 h"#"3y &"!%$#" th$t th" #"s"$#!h '# ."!t #"' #t tit%"& ,A STUDY
OF MARKET POSITIONING OF TATA NANO, is -y 70
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COLLEGE
SEC6
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ACKNO LEDGEMENT
A P# ."!t #"' #t is $0 $ss"ss-"0t f 0"=s #"$t s8i%% $0& $'tit/&"(
O0" 0""&s t h$1" i--"0s" '$ti"0!"6 ti-" $0& 3#$i0s f # th" ! -'i%$ti 0 f
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M"0t # D!. S.K.SHARMA : f # his i--"0s" "0! /#$ "-"0t6 /i&$0!" $0&
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I 7 /%& $%s %i8" t th$08 -y f#i"0&s $0& f$-i%y f # th"i# s/'' #t(
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TABLE 0F CONTENTS
S!. N'. TOPIC PAGE NO.
1. E; %("#* S(. R + &!%4 M "4'/' ' 32-35
R + &!%4 / +#
S"&" < " '$ "4 )!' ' #t '# &/!ts $0&
s"#1i!"s t ?+ ! /0t#i"s(
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Th" T$t$ f$-i%y f ! -'$0i"s sh$#"s $ s"t f fi1" ! #" 1$%/"s5 i0t" #ity6
/0&"#st$0&i0 6 ">!"%%"0!"6 /0ity $0& #"s' 0si3i%ity( Th"s" 1$%/"s6 7hi!h h$1"
3""0 '$#t f th" G# /' s 3"%i"fs $0& ! 01i!ti 0s f# - its "$#%i"st &$ys6
! 0ti0/" t /i&" $0& i1" th" 3/si0"ss &"!isi 0s f T$t$ ! -'$0i"s( Th"
G# /' $0& its "0t"#'#is"s h$1" 3""0 st"$&f$st $0& &isti0!ti1" i0 th"i# $&h"#"0!"
t 3/si0"ss "thi!s $0& th"i# ! --it-"0t t ! #' #$t" s !i$% #"s' 0si3i%ity(
This is $ %" $!y th$t h$s "$#0"& th" G# /' th" t#/st f -$0y -i%%i 0s f
st$8"h %&"#s i0 $ -"$s/#" f"7 3/si0"ss h /s"s $0y7h"#" i0 th" 7 #%& !$0
-$t!h(
PURPOSE OF TATA GROUP
LEADERSHIP ITH TRUST
At th" T$t$ G# /' /# '/#' s" is t i-'# 1" th" /$%ity f %if" f th"
! --/0iti"s 7" s"#1"( " & this th# / h %"$&"#shi' i0 s"!t #s f 0$ti 0$%
"! 0 -i! si 0ifi!$0!"6 t 7hi!h th" G# /' 3#i0 s $ /0i /" s"t f !$'$3i%iti"s(This #" /i#"s /s t # 7 $ #"ssi1"%y i0 f !/s"& $#"$s f 3/si0"ss(
O/# h"#it$ " f #"t/#0i0 t s !i"ty 7h$t 7" "$#0 "1 8"s t#/st $- 0
! 0s/-"#s6 "-'% y""s6 sh$#"h %&"#s $0& th" ! --/0ity( This h"#it$ " is
3"i0 ! 0ti0/ /s%y "0#i!h"& 3y th" formali%ation of the high
standards of !eha"ior e&pected from employees and
companies.
Th" T$t$ 0$-" is $ /0i /" $ss"t #"'#"s"0ti0 %"$&"#shi' 7ith t#/st( L"1"#$ i0
this $ss"t t "0h$0!" G# /' sy0"# y $0& 3"! -i0 % 3$%%y ! -'"titi1" is th"
# /t" t s/st$i0"& # 7th $0& % 0 t"#- s/!!"ss(
FI E CORE ALUES
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I " !#" ' (e must conduct our !usiness fairly, with honesty
and transparency. )"erything we do must stand the test of
pu!lic scrutiny.
U / !+"& /# (e must !e caring, show respect,
compassion and humanity for our ! %%"$ /"s $0& !/st -"#s $# /0&th" 7 #%&6 $0& $%7$ys 7 #8 f # th" 3"0"fit f th" ! --/0iti"s 7" s"#1"(
E;% % (e must constantly stri"e to achie"e the highest
possi!le standards in our day*to*day wor+ and in the uality
of the goods and ser"ices we pro"ide.
U #" (e must wor+ cohesi"ely with our colleagues across
the #roup and with our customers and partners around the
world, !uilding strong relationships !ased on tolerance,
understanding and mutual cooperation.
R +)' +# # #" (e must continue to !e responsi!le, sensiti"e to the
countries, communities and en"ironments in which we wor+, alwaysensuring that what comes from the people goes !ac+ to the people
many times.
TATA GROUP COMPANIESTh" T$t$ f$-i%y f "0t"#'#is"s ! -'#is"s @? ! -'$0i"s i0 s"1"0 3/si0"ss
s"!t #s( This s"!ti 0 %ists $%% th"s" ! -'$0i"s /0&"# th" s"!t #s i0 7hi!h th"y
'"#$t"(
SE EN BUSINESS SECTORS AS A FAMILY PRIDE
I0f #-$ti 0 syst"-s $0& ! --/0i!$ti 0s5
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T4 T&"& !'() 4&+ - +"& #+4 / " !)!#+ + # "4 $# /+ '$ +'$" &!
& / '"4 ! # $'!
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TATA MOTORS PROFILE
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TATA NANO
LAKHTAKIA
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Tata 0$0 NANO
The ONE lakh that car drives ONEbillion dreams
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t 3 st th" I0&i$0 "! 0 -y6 !#"$t" "0t#"'#"0"/#i$% '' #t/0iti"s $!# ss I0&i$6$s 7"%% $s ">'$0& th" I0&i$0 !$# -$#8"t 3y + ( Th" !$# 7$s "01isi 0"& 3y
R$t$0 T$t$6 Ch$i#-$0 f th" T$t$ G# /' $0& T$t$ M t #s6 7h h$s &"s!#i3"&
it $s $0 "! f#i"0&%y K'" '%" s !$#K( T$t$ N$0 h$s 3""0 #"$t%y $''#"!i$t"& 3y
-$0y s /#!"s $0& th" -"&i$ f # its % 7 ! st $0& "! f#i"0&%y i0iti$ti1"s6 7hi!h
i0!%/&" /si0 ! -'#"ss"& $i# $s f/"% $0& $0 "%"!t#i! 1"#si 0 :E T$t$ N$0 ;(
T$t$ G# /' is ">'"!t"& t -$ss -$0/f$!t/#" th" T$t$ N$0 6 '$#ti!/%$#%y th"
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"%"!t#i! 1"#si 06 $0&6 3"si&"s s"%%i0 th"- i0 I0&i$6 t $%s ">' #t th"-
7 #%&7i&"(
T&"&6+ T&"& N& ' A
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D"si 0"& 7ith $ f$-i%y i0 -i0&6 th" T$t$ N$0 h$s $ # -y '$ss"0 "#! -'$#t-"0t 7ith "0"# /s %" s'$!" $0& h"$& # -
C$0 ! -f #t$3%y s"$t f /# '"#s 0s( F /# & #s 7ith hi h s"$ti0 ' siti 0 -$8" i0 #"ss $0& " #"ss "$sy
ith $ %"0 th f
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Th" hi h f/"% "ffi!i"0!y $%s "0s/#"s th$t th" !$# h$s % 7 !$#3 0&i >i&" "-issi 0s6 th"#"3y '# 1i&i0 th" t7i0 3"0"fits f $0 $ff #&$3%"
t#$0s' #t$ti 0 s %/ti 0 7ith $ % 7 !$#3 0 f t'#i0t(
NE PRODUCT DE ELOPMENT PROCESS OFTATA TATA NANO
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Idea generation
,RATAN TATA +&$&
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IDEA SCREENING
BETTER IDEA
COMPANY CAPABILITY TO PRODUCE ANDMAR ET THE PRODUCT4444444
NATURE AND ANTS OFBUYER444444((
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OMMERCIALISATIO
TEST MAR ETING
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COMMERCIALISATION
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S OT ANALYSIS FOR TATA TATA NANO
STRENGTHS EAKNESSES C4 &) +"
E%' $!# /
F( $$#%# % & /
#
S" #+4
OPPORTUNITIES THREATS
L'
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COMPARISON TO ITS NEAREST
RIVALS
Brand Model Variant Enginecylinder
CC power AC Price(Lakhs)
TATA NANO BASIC 2 E2<
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STP OF TATA TATA NANO
S < "&"#' V$#i$3%" Us"&
G ' !&)4#% 5 #/#$% $0& /#3$0
D "& 3y TATA # /'6
it 7$s th" '!/ '$ "& th$t #$0 "(
This ">'"!t$ti 0 f '" '%" !#"$t"s $ 3i !h$%%"0 " f # th"! -'$0y( T $!!"'t this !h$%%"0 " th" f %% 7i0 st#$t" i"s
$#" f %% 7"&5
T&! " %'+"# < "4'/
P "!&"#' )!#%#
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L' )!#%# )' #% #"4 ' 2**?6N"7 D"%hi G"0"1$
P/3%i!ity th# / h '#i0t "%"!t# 0i! -"&i$
Si0 /# 1i %$ti 0(
F # th"# ty'" f '# - ti 0$% $!ti1iti"s 6! st f$!t # th$t is ) %$8h '#i!"t$ is t 3" 8""' i0 -i0&6 TATA is i0 t %$/0!h its T$t$ N$0
- 3i%" f # i0&i! - /s"#6 T$t$ N$0 7$t!h"s 6 T$t$ N$0 T shi#ts
$1$i%$3%" i0 "stsi&" st #"s (
A&1"#tisi0 5 TV th"# -$ss -"&i$ 7i%% 3" %"ss "ff"!ti1"6 th/s t
-/!h - 0"y 7i%% 0 t 3" i01"st"& i0 this #" $#& ( M$i0%y 7 #& f
- /th $&1"#tisi0 7i%% "t - #" "-'h$sis(
I0t"#0"t 7i%% 3" $ -$. # -"&i$ f # $&1"#tisi0 (
O # ( 5 T$t$ N$0 h$s 0" 3"y 0& th" t#$&iti 0$% -"th &s f
$&1"#tisi0 $0& '# - ti 0 0%i0" (
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S'%#& M /#& %'
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CHAPTER-3
RESEARCH
METHODOLOGY
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RESEARCH METHODOLOGY
3.1 RESEARCH DESIGN
R"s"$#!h D"si 0 is th" $##$0 "-"0t f # &$t$ ! %%"!ti 0 $0$%ysis f &$t$ i0 $
-$00"# th$t $i-s t ! -3i0" #"%"1$0!" i0f #-$ti 0 t #"s"$#!h '/#' s" 7ith
"! 0 -y i0 '# !"&/#"(
A #"s"$#!h &"si 0 is $ -$st"# '%$0 # - &"% f # th" ! 0&/!t f f #-$%
i01"sti $ti 0( It is 3%/" '#i0t th$t is f %% 7"& i0 ! -'%"ti0 st/&y(
Th" #"s"$#!h ! 0&/!t"& f # this '# ."!t is ;) '!&"'! & / / +%!#)"#*
3"!$/s" st/&y is f !/s"& 0 f$!t fi0&i0 i01"sti $ti 0 i0 $ 7"%% st#/!t/#"& f #-
$0& is 3$s"& 0 '#i-$#y &$t$(
3.2 STATEMENT OF PROBLEM
Th" - st $7$it"& !$# h$s 3""0 #"!"0t%y %$/0!h"& 3y th" T$t$ M t #s 0$-"&
T$t$ N$0 ( Th" '#i!" f !$# ! -"s 7ith i0 th" #"$!h f -i&&%" !%$ss '" '%"6 S
$ft"# %$/0!hi0 f $ff #&$3%" !$# th" -i&&%"-"0=s "$-s t h$1" $ !$# is
i0 t 3" f/%fi%%"& $0& th" 3."!ti1" f st/&y is t 80 7 th" '"#!"'ti 0s f
th" &iff"#"0t !/st -"#s t 7$#&s T$t$ N$0
3.3 OB ECTI ES OF THE STUDY T 80 7 th" ! 0s/-"#=s '"#!"'ti 0 f ,TATA NANO (
T fi0& /t th" !/#i sity %"1"% f '" '%" f # TATA NANO (
T fi0& /t th" $ttit/&" f '" '%" t 7$#&s ,TATA NANO
T 80 7 $3 /t th" f$!t #s $ff"!ti0 th" '/#!h$s" &"!isi 0 f
TATA NANO .
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T 80 7 h 7 '/#!h$s" &"!isi 0 f ,TATA NANO 1$#i"s i0
&iff"#"0t $ " # /'s(
T 80 7 $3 /t th" i-'$!t f TATA TATA NANO 0 th" s$%"s
f t7 7h""%"#s(
T fi0& /t f/t/#" ' t"0ti$% f # TATA NANO
.1 S&
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C 0s/-"# 3"h$1i #
M$#8"ti0
3.9 LIMITATION OF THE STUDY
A%th / h th" si0!"#" "ff #ts h$1" 3""0 & 0" t ! %%"!t $/th"0ti! $0& #"%"1$0t
i0f #-$ti 06 th" st/&y -$y h$1" th" f %% 7i0 %i-it$ti 0s5)( H&!/ E '( 4 T' F "%4 I $'!
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CHAPTER
ANALYSISAND
INTERPRETATION
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.N.1 HAT IS THE FIRST THING: HICH COMES TO YOUR
MIND HEN YOU THINK ABOUT TATA NANO
ANS ER
Th" fi#st thi0 $3 /t TATA NANO6 7hi!h ! -"s t th" -i0& f $%% $ " # /'
:-$%" $0& f"-$%"; is ,%'
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FIGURE 1
.N. 2 INSTEAD OF PURCHASING A BIKE: ILL U PREFER TOGO FOR THE TATA NANO6
TABLE 2 A FEMALE
AGE YES J NO J CAN T SAY J2* 2+ +
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1
-
.
/
0
2
3
- *-0 - *.0 . */0 /04
AGE
RESPONSEIN%
5)6789
:;789
C
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1
-
.
/
0
2
- *-0 - *.0 . */0 /04
AGE
R E S P O N S E I N
5)6789
:;789
C
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AGE PRICE DESIGN MILEAGE
INTERIOR
SPACE
ALL THE
ABO E
CAN T
SAY2* 2+ *(
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2
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SECONDCAR
FAMILYCAR TA I GIFT OTHER
2* 2+
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2
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2* 2+ )(+ )+(
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2
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2
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TABLE 9 A FEMALE
AGE 1-2 MONTHS2->
MONTHS>-@
MONTHSCAN TAIT
2* 2+ ),( 2*( <
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AGE 1-2 MONTHS2->
MONTHS>-@
MONTHSCAN TAIT
2* 2+ 2)(+
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TABLE 10 A FEMALE
AGE YES J NO JCAN T
SAY J2* 2+ (,
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.N.11 ILL TATA BE ABLE TO MAINTAIN THE PRICE OF TATANANO IN FUTURE IF THERE IS HIKE IN COST OF RAMATERIALS
TABLE 11 A FEMALE
AGE YES J NO JCAN T
SAY J2* 2+ )2(,
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TABLE 11 B MALE
AGE YES: ; NO: ;CAN TSAY: ;
2* 2+ 2 ()+
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.N.12 HO ILL YOU FEEL IF TATA NANO IS USED AS A
TA I
TABLE 12 A FEMALE
AGE EMBARRASS DON T CARE CANT SAY2* 2+ ,( 2 < (@2 ),(2
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.N.13 ILL THERE BE TRAFFIC PROBLEM ITH THEINTRODUCTION OF TATA NANO ON INDIAN ROADS
TABLE 13 A FEMALE
AGE YES J NO JCAN T
SAY J2* 2+ @(2) 2?(+, 22(222
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TABLE 13 B MALE
AGE YES J NO J CAN TSAY J2* 2+ ++(
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.N. 1> CAN YOU TRUST TATA NANO FOR SAFETY
TABLE 1> A FEMALE
AGE YES J NO JCAN T
SAY J2* 2+ 22(22
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TABLE 1> B MALE
AGE YES J NO JCAN T
SAY J2* 2+ )
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CHAPTER-5
FINDINGS
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CHAPTER -@
SUGGESTIONS
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CHAPTER-7
CONCLUSION
CONCLUSION
T$t$ M t #s ">'"!ts t7 7h""%"# #i&"#s t 3/y th" !$# th$t ! sts h$%f $s -/!h
$s th s" !/##"0t%y i0 th" -$#8"t( ith ./st ? '" '%" i0 )6*** 70i0 $ !$# i0
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I0&i$6 th"#" is h/ " ' t"0ti$% t /' #$&" 3i8" $0& s! t"# 70"#s 7h 3 / ht
$3 /t , -i%%i 0 t7 7h""%"#s i0 2** *,(
Th" #"s"$#!h #"s/%ts sh 7 th$t T$t$ N$0 7i%% h"%' th" ! -- 0 -$0 shift
f# - t7 7h""%"#s t f /# 7h""%"#s( KIt is $ '# /& - -"0t f # I0&i$( It
&"- 0st#$t"s I0&i$ s t"!h0 % i!$% $0& "0t#"'#"0"/#i$% $3i%ity( Th" !$# 7i%%
h"%' '" '%" - 1" f# - t7 7h""%"# t f /# 7h""%"# $0& it 7i%% %"$' f# th"
t7 7h""%"#( It f/%fi%s th" 0""& f th" ! -- 0 I0&i$0 7h $s'i#"s t - 1"
f# - $ t7 7h""%"# t $ f /# 7h""%"#(
N & /3t6 th"#" is 3#i ht f/t/#" f T$t$ N$0 3"!$/s" f & ' t"0ti$%( It is
$%s $ !h$%%"0 i0 f$!t th$t th" th"# $/t - 3i%" ! -'$0i"s $#" &"!i&i0 t
! -" i0 -$#8"t 7ith s$-" '#i!" #$0 " 3/t T$t$ h$s '' #t/0ity t t$8" th" fi#st
- 1"# $&1$0t$ "(
D/" t hi h '/3%i!ity th" $7$#"0"ss %"1"% $3 /t th" T$t$ N$0 is 1"#y -/!h(
Th" !/#i sity %"1"% is 1"#y hi h 3"!$/s" f 1"#y #"$s 0$3%" #$0 " "1"0 th$t it
! -"s i0 #$0 " f % 7"# -i&&%" !%$ss f$-i%i"s( Th" '/#!h$s" &"!isi 0s 1$#y
$!! #&i0 t $ " # /' $s '" '%" f $ " # /' 2
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UESTIONNAIRE OF TATA-TATA NANO
NAME .ADDRESS .
.
AGE ... ..
GENDER .OCCUPATION .
INCOME .
)( h$t is th" fi#st thi0 6 7hi!h ! -"s i0t y /# -i0& 7h"0 y / thi08 $3 /tTATA NANO
(((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((
2( I0st"$& f '/#!h$si0 $ Bi8"6 7i%% y / '#"f"# t f # th" TATA NANO
)( Y"s
2( N
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)( R"&
2( B%/"
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?( hi!h s-$%% !$# 7 /%& y / '#"f"# t 3/y
)( M$#/ti ?**
2( T$t$ NANO
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)
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BIBLIOGRAPHY
EB SITES
(GOOGLE(COM(TATAMOTORS(COM(TIMESONLINE(COM(TATATATA NANO(IN(REDIFF(CO
BOOKS
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BUSINESS RESEARCH METHODOLOGY BY C(R( OTHARIMAR ETING RESEARCH BY G(C BERIMAR ETING MANAGEMENT BY C(N(SONTA I(
NE SPAPERS
TIMES OF INDIAECONOMIC TIMESTHE FINANCIAL E PRESS
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