In: Accounting
The Tata Nano: The People’s Car (A) and Maslow’s Hierarchy of Needs. Please respond to the following:
Search the Internet for an article that supports your position and post the link in your thread for everyone to read. Then post to at least one (1) of your classmate’s posts.
Tata nano is being placed focusing on the young and small income group families who need safety and fuel efficient vehicle to improve their mobility. It can also be presented as a vehicle which can be useful for everyone, for travelling short distances and for purchase of groceries and vegetables and thus avoiding usage of big cars for petty things resulting in saving fuel, optimising occupancy of space on roads.
Maslow used the terms "physiological", "safety", "belonging and love", "esteem", "self-actualization", and "self-transcendence" to describe the pattern that human motivations generally move through.
Physiological needs : The car was designed to be the cheapest car and was aimed at the customers at the "bottom of the pyramid".
Safety: It needs to be projected as safety for the middle class segment of the Indian demographics, where a family of 4 people travel by scooters and motory cycles. It would be safe for them to travel in a Nano car and the car which is affordable by them.
Belonging and love: The car is being presented as "People's car" which is affordable by them and is designed to provide the entire family a safe drive and comfortable in all weathers. The car meets safety requirements and emission norms and and it is fuel efficient.
Esteem : The car is presented as people's car with a hope that it brings the joy, pride and utility of owning a car for the families who need mobility and do not afford to buy a regular car and need a safe mode of mobility.
Self actualization : The key characteristics of the car which would satisfy the needs of its target customers are low price, adequate comfort, fuel efficiency and safety.
Link: http://mba.teipir.gr/files/Tata_Motors.pdf