Tata Nano: Consumers' Post-Purchase Behavior

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Tata Nano: Consumers' Post-Purchase Behavior
(An Interview with Tata Nano Customers)

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What these two videos are about?

Hundred years ago, when Henry Ford unveiled ‘Model T’ in US as the people’s car, many a company followed suit. Incidentally after a century, history repeated itself when Ratan N. Tata (Ratan Tata), chairman of Tata Sons, the promoter company of the Tata group, announced his long-cherished dream to produce the world’s cheapest car, Tata Nano, at an amazing price of INR 1lakh.
As Tata Nano vroomed to the customers on March 23rd 2009, few questions arose: How are the consumers receiving it? Has the dream of Ratan Tata come true? Set in early 2010, this case study focuses on the post-purchase behaviour of Tata Nano buyers. The post-purchase perceptions, dissonance levels and moments of pride have been analysed with the help of primary data collected through video interviews conducted among 8 customers of Tata Nano in Hyderabad, India, in mid-January 2010. The case study runs in the backdrop of the conceptualisation of theTataNano car and the roadblocks that cropped up during its production. This case study, primarily positioned to discuss the dissonance levels in new products, offers valuable insights.

  1. To understand the conceptualisation of Nano car as the world’s cheapest car by Tata Motors and analyse the causes and concerns in taking the car from drawing board to board room to the shop floor
  2. To debate on whether the introduction of Tata Nano would herald the new age of small cars in general and whether India can become the hub for small cars in particular
  3. To understand the bottlenecks involved in the production ofTataNano and critically examine the influence of those bottlenecks on the buying behaviour of the customerswhile purchasing Tata Nano, as well as on the brand Tata and its impact on the brand loyalty thereof
  4. To debate on the success of Tata Nano car in the wake of consumers’ post-purchase perceptions and assess their levels of dissonance
  5. To 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.

What these two videos are about?

These two videos can be used along with the case study: "Tata Nano: Customers' Post-Purchase Behavior". These videos capture the views of 8 Tata Nano customers. All these 8 customers are from Hyderabad, India. These videos can also be used for:

  • (a) Understanding the post-purchase behavior of customers, especially in the case of new products, and
  • (b) Understanding the concept of cognitive dissonance - reasons for cognitive dissonance, cognitive dissonance levels and sources of cognitive dissonance in new products.

Video Details

Title :
(a) Tata Nano: Customers' Post-Purchase Behavior - Customers' Interviews (Part A)
(b) Tata Nano: Customers' Post-Purchase Behavior - Customers' Interviews (Part B)
Released Date : 12th March, 2010
Interviews conducted and prepared by : Kumar Gambhiraopet and Prashanth Vidya Sagar Thalluri under the direction of Dr. Nagendra V. Chowdary (Dean, IBSCDC),
Price : $ (1000 INR)
Duration : 20Min 8Sec (Part A), and 21Min 57Sec (Part B)
Keywords : Consumer Behavior, Post-Purchase Behavior, Consumer Post-Purchase Behavior, Cognitive Dissonance, Cognitive Dissonance Levels, Tata Nano, Tata Nano Customers' Post Purchase Behavior, Customer Dissonance


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