Comments on Jessie Paul on No Money Marketing: Tata Nano - Fizz or Fizzle?

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2011-09-07T15:37:57.850+05:30

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Another thing to consider is the build quality in ...

2011-07-21T11:15:08.195+05:30

Another thing to consider is the build quality in which Nano scored quite low in J D Power surveys.

The Tata Nano scores quite well if you only consid...

2011-04-19T23:11:22.652+05:30

The Tata Nano scores quite well if you only consider the functional value it provides to its target market (Two wheeler Owners in this case).
However for a High involvement product we also need to consider the aspirational value of the product(Even more important for the Indian Market where car is an indicator of an individual's social class). In Marketing parlance this would mean analyzing the Influence of Reference Group on Consumer Behavior.
This is where Tata Nano under performs as it has always been associated with a Lower Income reference group.This contradicts with an Indian car buyer's psychology of being associated with an aspirational reference group.