Tata Nano targets lower-income families in India as the world's cheapest car. However, buying a car involves a complex decision-making process. Research found that while price is important, consumers also consider safety, features, and information from others. While some are satisfied owners, many prospects remain concerned about safety. Younger unmarried men are most interested, but the target audience could expand to include drivers from lower-middle class families through improved marketing and addressing outstanding safety questions.