10. Research has shown that most of the Target audience has bike and it is not easy for them to abandon the bike which costs half of the price of Tata nano. Company should give them the exchange offer and offer them good resell price of bike.
11. Research has shown that company has not communicated the features, safety and the benefit to target audience and focused hugely on the price. Company should keep in the mind the fact that apart from price consumers are looking for many other aspects while buying a car.
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13. Research also revealed that there is difference in attitude between the prospects and the current users. Current users are satisfied with the car while prospect users have many uncertainties in mind. Company should try to minimize this gap by including the marketing programme which focuses on the word of mouth.
14. Conclusion:The strategy should not be to sell maximum cars to target audience, however to sell maximum car to maximum people.<br />Even though Nano comes with the tiny price tags it follows a complex buying behaviour process.<br />Company has to work on the positioning of the car and provide more features which eliminates the doubt of safety from the prospects, thus making decision making process much simpler for the consumers. Company has to offer test drives to shorten the decision making process of the consumers. Company has to provide the enough information to the consumers, which is the key of decision making process.<br />