Consumer’s Post Purchase
Behaviour Corporation
M.Yusuf K Wardhany 041314353003 Rachma Dessidianti 041314353036
Ifril Rachman 041314353046 Rosalina Linda Susanti 041314353009
Ivan Giovanni 041314353020
TATA NANO

ABSTRACT
Tata Nano, World
cheapest Car
vroomed on March
23rd 2009
Few question arose

conceptualisation of the TataNano car and the
roadblocks during its production
discuss the dissonance levels in new products

• understand the conceptualisation and analyse the causes and concerns in
taking the car from drawing board to board room to the shop floor
• debate on whether the introduction of Tata Nano would herald the new age of
small cars and whether India can become the hub for small cars
• understand the bottlenecks involved in the production of Tata Nano and
critically examine the influence of those bottlenecks
• debate on the success of Tata Nano car in the wake of consumers’ post-
purchase perceptions and assess their levels of dissonance
• raise a general debate on addressing all the possible cognitive dissonance
touch points in the case of new products – launched either by an existing and
established company or a new company.
OBJECTIVES

“I observed families riding on two-
wheelers, the father driving the
scooter, his young kid standing in
front of him, his wife seated behind
him holding a little baby. It led me to
wonder whether one could conceive
of a safe, affordable, all-weather
form of transport for such a family.
Tata Motors‘ engineers & designers
gave their all in 4 years to realize
this goal. Today, we indeed have a
People's Car, which is affordable & yet
built to meet safety requirements &
emission norms, to be fuel efficient &
low on emissions. We are happy to
present the People's Car to India & we
hope it brings the joy, pride & utility
of owning a car to many families who
need personal mobility.”

INTRODUCTION
Conceptualisati
on of Nano
2003
January 10th, 2008
2009 23rd 2009
First media
appearance of
Nano
Nano rolled
out to the
masses
at 9th Annual Delhi Auto Expo, Ratan
Tata published the small car – Nano as
India’s first contribution to the global
automobile industry, the world’s
cheapest car

Tata Nano – World's Cheapest Car: