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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