Designing Brand “Nano” – a car for the Indian Consumer: An Ethnoconsumerist Perspective



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Designing Brand “Nano” – A Car for the Indian Consumer:

An Ethnoconsumerist Perspective


Alladi Venkatesh**

University of California

Irvine

USA
Seema Khanwalkar

CEPT University

Ahmedabad

India

Lynda Lawrence

University of California

Irvine

USA
Steven Chen

California State University

Fullerton

USA

2013
(**Contact author – avenkate@uci.edu)

(To Appear in Qualitative Marketing Research)
Designing Brand “Nano” – A Car for the Indian Consumer:

An Ethnoconsumerist Perspective
Abstract
In this paper, we present the design and branding considerations pertaining to “people’s car” or “Nano” which is an affordable car targeted to the Indian consumer. The question we pose in this paper is what are the consumer issues and branding/design considerations that have gone into the development of Nano? We examine this question from an ethnocousumerist perspective.
Designing Brand “Nano” – A Car for the Indian Consumer:

An Ethnoconsumerist Perspective
Introduction

In this paper, we present consumer issues and branding/design considerations pertaining to “people’s car” or “Nano” (Figure 1) which is billed as an affordable passenger vehicle designed for the Indian consumer for driving in the Indian setting. Recently, there has been a lot of publicity given to the introduction of Nano in the local and international press (Automotive News 2008, Bhanot 2008, Tata Motors 2008, Kurczewski, 2009, Chacko, Noronha and Aggarwal 2010). It has now been put on display in Cooper-Hewitt Design Museum and given a celebrity status for its innovative design (Patton 2010). In this context, we have seen much recent work on branding issues in the Asian context (Cayla and Eckhardt 2008) which are relevant to our study.





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