Title Page: Consumer Perception Towards Electric Vehicles

Consumer Perception Towards Electric Vehicles
Title Page
A
Project Report
Submitted
in fulfilment of the requirements of the degree of
Master of Business Administration
By
Pranshul Thakur
University Roll No: 21110105027

Supervised by
Dr. Pawan Kumar Chand
Associate Professor
Department of Management Studies
May, 2023
Sardar Patel University

(A State Government University)
Mandi, Himachal Pradesh -175001, India
ii
ACKNOWLEDGEMENTS
I want to give a particular thank you to Dr. Pawan Kumar Chand, my project report tutor, for
giving me the chance to complete this exploration. I thus consider myself to be a lucky person
because I was given a fantastic occasion. I would want to take this occasion to formerly again
convey my sincere gratefulness and appreciation to Dr. Pawan Kumar Chand, who despite
being incredibly busy with his duties, took the time to hear to me, offer advice, and steer me in
the correct route. I have decided to express my gratefulness for his donation right now.
(Signature)
Pranshul Thakur
MBA (Final Year)
University Roll no: 21110105027
Sardar Patel University, Mandi
Himachal Pradesh-175001, India
iii
DECLARATION BY THE STUDENT
I Pranshul Thakur student of MBA Final year, University Roll. No 21110105027, Department
of Management Studies, Sardar Patel University, Mandi, Himachal Pradesh hereby certify that
the work which is being presented in the Project report entitled “Consumer Perception Towards
Electric Vehicles” submitted to Department of Management Studies, Sardar Patel University,
Mandi, Himachal Pradesh for the fulfilment of the requirement for the award of Degree of
Master in Business Administration is an authentic record of own work carried out under the
supervision of Dr. Pawan Kumar Chand, Associate Professor, Department of Management
Studies, Sardar Patel University, Mandi, Himachal Pradesh.
The work has not formed the basis for the award of any other degree or diploma in any other
University. In following the ethical practice in reporting scientific information, due
acknowledgments have been made wherever the findings of others have been cited.
(Signature)
Pranshul Thakur
MBA (Final Year)
University Roll No.: 21110105027
Himachal Pradesh-175001, India.
iv
CERTIFICATE BY THE SUPERVISOR
This is to certify that Pranshul Thakur, a student in MBA Final year, University Roll. No.
21110105027 is a regular student in the Department of Management Studies, MBA program at
Sardar Patel University, Mandi, Himachal Pradesh in the academic years 2021 to 2023. He has
prepared the Project report under my supervision to fulfil the degree of Master in Business
Administration award. The content of this report has not been submitted to any other university
to award any other degree or diploma.
(Signature)
Dr. Pawan Kumar Chand

Associate Professor
Himachal Pradesh-175001, India.
v
PLAGAIRISM CERTIFICATE
vi
Contents
Title Page.................................................................................................................................................. i
ACKNOWLEDGEMENTS ........................................................................................................................... ii
DECLARATION BY THE STUDENT ............................................................................................................ iii
CERTIFICATE BY THE SUPERVISOR ......................................................................................................... iv
PLAGAIRISM CERTIFICATE ....................................................................................................................... v
List of Tables ........................................................................................................................................ viii
List of Figures ....................................................................................................................................... viii
Chapter – 1 .............................................................................................................................................. 1
Introduction ............................................................................................................................................ 1
1.1 Objectives of study.................................................................................................................. 2
1.2 Types of Electric Vehicles ........................................................................................................ 2
1.3 Advantages of Electric Vehicles: ............................................................................................. 3
1.4 Challenges Facing EV Adoption in India: ................................................................................. 4
1.5 Government Initiatives to Promote Electric Vehicles: ............................................................ 4
1.6 Market Overview of Electric Vehicles in India ........................................................................ 6
1.7 Future of Electric Vehicles in India:......................................................................................... 7
Chapter - 2 .............................................................................................................................................. 9
Conceptual Framework ........................................................................................................................... 9
2.1 Need of Study........................................................................................................................ 10
Chapter – 3 ............................................................................................................................................ 11
Review of Literature.............................................................................................................................. 11
Chapter – 4 ............................................................................................................................................ 16
Research Methodology ......................................................................................................................... 16
4.1 Research Design .................................................................................................................... 16
4.2 Research Method .................................................................................................................. 16
4.3 Sources of Data ..................................................................................................................... 16
4.4 Data Collection Tools ............................................................................................................ 17
4.5 SAMPLING DESIGN ................................................................................................................ 17
4.6 Sample Size ........................................................................................................................... 17
4.7 Population ............................................................................................................................. 18
4.8 Sampling Methods ................................................................................................................ 18
4.9 Instruments used for Data Analysis ...................................................................................... 18
Chapter – 5 ............................................................................................................................................ 19
Result and Discussion............................................................................................................................ 19
Chapter – 6 ............................................................................................................................................ 39
vii
Limitation, Future Scope and Implication ............................................................................................. 39

6.1 Limitation of the Study.......................................................................................................... 39
6.2 Findings of the Study............................................................................................................. 39
6.3 Conclusion ............................................................................................................................. 40
6.4 Recommendation.................................................................................................................. 41
6.5 FUTURE SCOPE OF STUDY ..................................................................................................... 42
Reference .............................................................................................................................................. 43
Appendix ............................................................................................................................................... 45
Questionnaire ....................................................................................................................................... 45
Bio data .................................................................................................... Error! Bookmark not defined.
viii
List of Tables
Table 1 Gender ...................................................................................................................................... 19

Table 2 Age............................................................................................................................................ 20
Table 3 Occupation ............................................................................................................................... 21
Table 4 Awareness towards EV's .......................................................................................................... 22
Table 5 Interest in EV's.......................................................................................................................... 23
Table 6 Spendings ................................................................................................................................. 24
Table 7 Personally owned EV's ............................................................................................................. 25
Table 8 Personally owned EV's ............................................................................................................. 26
Table 9 EV Brands ................................................................................................................................. 27
Table 10 Affordable Technology ........................................................................................................... 28
Table 11 Issues ...................................................................................................................................... 29
Table 12 Frequency ............................................................................................................................... 31
Table 13 Satisfaction level .................................................................................................................... 32
Table 14 Cost-effectiveness .................................................................................................................. 33
Table 15 Expensive................................................................................................................................ 34
Table 16 Factors .................................................................................................................................... 35
Table 17 Factors .................................................................................................................................... 36
Table 18 Willingness to buy EV's........................................................................................................... 37
List of Figures
Figure 1 Gender .................................................................................................................................... 19

Figure 2 Age .......................................................................................................................................... 20
Figure 3 Occupation .............................................................................................................................. 21
Figure 4 Awareness towards EV's ......................................................................................................... 22
Figure 5 Interest in EV's ........................................................................................................................ 23
Figure 6 Spendings ................................................................................................................................ 24
Figure 7 Personally owned EV's ............................................................................................................ 25
Figure 8 Personally owned EV's ............................................................................................................ 26
Figure 9 EV Brands ................................................................................................................................ 27
Figure 10 Affordable Technology .......................................................................................................... 28
Figure 11 Issues ..................................................................................................................................... 29
Figure 12 Frequency.............................................................................................................................. 30
Figure 13 Satisfaction level ................................................................................................................... 31
Figure 14 Cost-effectiveness ................................................................................................................. 32
Figure 15 Expensive .............................................................................................................................. 33
Figure 16 Factors ................................................................................................................................... 34
Figure 17 Factors ................................................................................................................................... 36
Figure 18 Willingness to buy EV's ......................................................................................................... 37
1
Chapter – 1
Introduction
With over 6.4 million km of roadways, India is home to the second largest road network
in the world, after the United States. Over 60% of people in India travelled by personal or
shared automobiles, indicating that road travel is a popular option. (Statista, 2020)
The usage of conventional automobiles contributes significantly to air pollution and global
warming. Dust is produced by brakes, tires, and road wear in all kinds of vehicles. Comparing
to the average petrol vehicle, the average diesel vehicle has a worse impact on the quality of
the air. However, pollution from petrol and diesel vehicles is greater than from electric vehicles.
An electric vehicle (EV) is a type of vehicle that is powered by an electric motor and
battery rather than a traditional gasoline or diesel engine. EVs come in various shapes and sizes,
ranging from small city cars to large SUVs and commercial vehicles.
To meet the rising demand for electric vehicles, several Indian manufacturers and start-ups
have recently introduced electric automobiles, two-wheelers, and e-rickshaws. Electric
vehicles like the Tata Nexon EV, Mahindra eKUV100, and Hyundai Kona EV have been
introduced by well-known automakers including Tata Motors, Mahindra, and Hyundai.
In India, EVs are becoming more and more common as both the public and business
sectors push for the use of electric mobility. By the year 2030, India expects 30% of every
vehicle on its roads to be completely electric. By the year 2025, India additionally has
established a goal of bringing in 500,000 charging stations for electric vehicles, which will
assist to solve one of the primary barriers to adoption of electric vehicles across the nation that
is a lack of infrastructure.
The automobile industry is a substantial contributor to both employment and economic
growth in India, accounting for 7.1% of the GDP of the nation and 49% of its manufacturing
GDP. According to the report, between 2021 and 2030, the India EV market is anticipated to
develop at a compound annual growth rate (CAGR) of 49%, with the segment's volume
estimated to surpass annual sales of 17 million units by 2030.
In order to promote the use of electric vehicles, the government of India additionally
set up infrastructure for charging around the country, including rapid-charging stations and
public charging stations. Furthermore, many private players across the entire country are
setting up their very own charging stations.
2
Massive organizations are supporting the government in addressing challenging

changes driven on by 5 megatrends, including rapid urbanization, shifting global financial
forces, environmental change, asset shortages, social & sociological transformation, and lastly
technological leaps forward. The above-mentioned trends affect the economy, business, and
society at large. (Ogra, 2018). They are anticipated to have a substantial impact on the global
financial and business landscape, and no association, group, or person will be immune to the
effects of these megatrends. (Ogra, 2018). Therefore, it is crucial for us to comprehend how to
respond to and modify to the advancements they will make. (Gounasegaran, 2011)
Despite the growth of electric vehicles in India, there are still some challenges that need to
be addressed, such as the high cost of batteries and lack of charging infrastructure in some
areas. However, with the government and private sector taking steps to address these issues,
the future of electric vehicles in India looks promising.
1.1 Objectives of study

1. To understand consumer Perception and behaviour towards electric vehicles
2. To recognize the word of mouth of localite in the purchase of EV
1.2 Types of Electric Vehicles

There are three main types of electric vehicles (EVs):
1. Battery Electric Vehicles (BEVs): BEVs are driven by rechargeable battery packs and
only utilise electricity. They are not dependent on conventional fuel, don't have a petrol
engine, and don't produce any tailpipe pollution. BEVs may travel up to 400 km on a
single charge, depending on the battery size and driving conditions. The Tesla Model
S, Nissan Leaf, and Chevrolet Bolt are a few examples of BEVs.
2. Hybrid Electric Vehicles (HEVs): HEVs combine an electric motor with an internal
combustion engine (ICE) that burns fuel. The electric motor supports the internal
combustion engine (ICE) and powers the vehicle when moving at low speeds, while the
combustion engine powers the vehicle at higher speeds. Because regenerative braking
is utilised to replenish the batteries, HEVs do not need to be plugged in. HEVs include
vehicles like the Toyota Prius, Honda Insight, and Hyundai Ioniq.
3. Plug-in Hybrid Electric Vehicles (PHEVs): Vs and PHEVs are comparable, but
PHEVs have a bigger battery that can be refilled by connecting the car to an external
power source. When the battery runs out, the petrol engine takes over, allowing them
3
to cover longer distances on electric power alone. Depending on the battery capacity,
PHEVs can go up to 50 km on electric power before switching to petrol. The Chevrolet
Volt, Ford Fusion Energi, and BMW i3 are some examples of PHEVs.
All three types of EVs are to be more environmentally friendly than conventional ICE vehicles,
although the infrastructure for charging them, the driving range and the price are all differ.
1.3 Advantages of Electric Vehicles:

Compared to conventional vehicles powered by internal combustion engines (ICEs), electric
vehicles (EVs) provide a number of benefits. The following are some of the main benefits of
EVs:
1. Environmental Benefits: Since EVs have zero tailpipe emissions, they do not release
any of the dangerous chemicals which lead to air pollution and climate change, such as
carbon monoxide, nitrogen oxides, or particulates. In addition to having lower lifecycle
emissions than ICE vehicles, EVs fuel by renewable energy sources such as solar and
wind energy, which also help to keep the environment cleaner.
2. Cost Savings: Compared to ICE vehicles, EVs have lower operating costs since they're
equipped with fewer moving parts and need less maintenance. Due to the lower cost of
electricity compared to petrol, they also require less fuel than ICE vehicles.
Additionally, EVs might be eligible for tax reductions and other incentives that may
reduce the price of vehicle.
3. Energy Security: EVs can lessen a nation's reliance on foreign oil, enhancing energy
security. Using indigenous renewable energy sources to power EVs allows nations to
increase their energy independence and decrease their dependence on foreign oil.
4. Quieter and more comfortable ride: Compared to ICE cars, EVs are substantially
quieter and offer a more comfortable ride because they emit less noise and vibration.
5. Integration of renewable energy sources: EVs can be charged up using electricity
generated through renewable resources like solar or wind, which further lessens their
impact on the environment and encourages the use of clean energy.
All things considered, the use of EVs can have major economic, environmental, and social
benefits, making them a desirable choice for both customers and governments.
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1.4 Challenges Facing EV Adoption in India:

Despite the fact that the Indian market for electric vehicles is expanding, there are still a number
of obstacles that must be overcome before EVs can be widely used. The difficulties include:
1. High Cost: Because batteries and other components are so expensive, electric vehicles
are more expensive than conventional automobiles. However, this cost differential can be
a barrier to adoption, particularly for lower-income consumers (Bhatnagar, 2020).
2. Limited Availability: Consumer demand is reduced in India because there are fewer
electric vehicle models available than there are conventional ones.
3. Lack of Infrastructure for Charging: India's infrastructure for charging electric vehicles
is still in its early stages, with few electric vehicle charging stations available in the major
cities. Consumers are more likely to adopt EVs if they have convenient and accessible
charging options available to them (J.S., 2020). In addition, the reliability and safety of
charging infrastructure are also important considerations (Bhatnagar, 2020).
4. Range Anxiety: Consumers experience range anxiety as a result of the shorter range of
electric vehicles compared to conventional automobiles. In India, where charging
infrastructure is still developing, this is a common concern among consumers. A lack of
public charging stations, can make EVs less practical for long-distance travel.
5. Limited Education and Awareness: Consumers are not well-informed about the
advantages of electric vehicles, which lowers adoption rates. Many consumers in India
are still not aware of the benefits and features of EVs, or have misconceptions about their
performance and reliability (J.S., 2020). Effective marketing and education campaigns
can help to increase consumer awareness and improve their perception of EVs (Bhatnagar,
2020).
6. Battery Technology: Since batteries are the most expensive part of an EV, developing
new battery technologies is essential for the market's expansion. To advance battery
technology, research and development must be conducted due to concerns about the
supply of raw materials for battery manufacturing.
1.5 Government Initiatives to Promote Electric Vehicles:

In India, the development of electric vehicles (EVs) has been relatively modest compared to
other nations, but in recent years, the government has launched many efforts to encourage their
adoption. Here are some significant turning points in India's EV development:
5
1. National Electric Mobility Mission Plan (NEMMP): The NEMMP, which was
established in 2013, seeks to put 6-7 million electric vehicles on Indian roads by the
year 2020. Incentives for producers of electric vehicles, research and development
initiatives, and consumer subsidies are all included.
2. Faster Adoption and Manufacturing of Hybrid and Electric vehicles (FAME): In
order to provide financial incentives for the adoption of EVs in India, the FAME India
scheme was introduced in 2015. Since its inception, the plan has been expanded
multiple times.
3. Electric Vehicle Policy: In 2018, the Indian government announced a new policy to
promote the adoption of electric vehicles in the country. The policy includes measures
such as providing incentives for EV manufacturers and buyers, setting up charging
infrastructure, and promoting the use of electric vehicles in public transport, In 2019
the government announced the second phase of the FAME scheme, with a budget of
INR 10,000 crores (approximately USD 1.4 billion) over three years to promote EV
adoption, and in 2021 the government announced a new policy to promote the
manufacturing of EVs and their components in India, with a target of achieving 50% of
all new vehicle sales being EVs by 2030.
4. National Institution for Transforming India (NITI) Aayog's EV Policy: In 2019,
the NITI Aayog, a policy think-tank of the Indian government, proposed a draft policy
to make India a 100% EV nation by 2030. The policy includes the promotion of EVs in
public transport, incentives for EV manufacturing, and the establishment of a battery
manufacturing industry in India.
5. EV Manufacturing: Several automakers in India, such as Tata Motors, Mahindra &
Mahindra, and Hyundai, have launched electric vehicles in India, and many others are
expected to follow suit in the coming years.
6. Charging Infrastructure: The Indian government has set a target to install 400,000
electric vehicle charging stations by 2026. Several private companies and startups are
also working on developing charging infrastructure for electric vehicles in the country.
7. Other initiatives: The Indian government has also taken other initiatives to promote
EVs, including the reduction of Goods and Services Tax (GST) on EVs from 12% to
5%, the provision of subsidies for the purchase of EVs by government employees, and
the promotion of EVs in public transportation.
6
Overall, while the adoption of electric vehicles in India has been relatively slow, the
government's initiatives and the growing interest of automakers and private companies in the
sector indicate that the future of electric mobility in India is promising.
1.6 Market Overview of Electric Vehicles in India

The electric vehicle (EV) market in India has seen significant growth in recent years, although
it still accounts for a relatively small percentage of total vehicle sales. Here are some key
statistics and trends in the Indian EV market:
1. Sales and Growth Trends: According to data from the Society of Indian Automobile
Manufacturers (SIAM), sales of EVs in India grew by 20% in FY 2020-21, with a total
of 3,400 electric cars and 143,837 electric two-wheelers sold during the year. While
this is still a small fraction of total vehicle sales in India, it represents a significant
increase from just a few years ago.
2. Sales and Market Share: The sales of EVs in India have been increasing rapidly in
the last few years, but they still account for a small percentage of total vehicle sales.
According to industry reports, the total EV sales in India were around 156,000 units in
2020, accounting for around 1.5% of total vehicle sales in the country.
3. Government Support: The Indian government has been providing various incentives
and subsidies to promote the adoption of EVs in the country, such as the Faster
Adoption and Manufacturing of Electric Vehicles (FAME) scheme and the reduction
of Goods and Services Tax (GST) on EVs from 12% to 5%. Additionally, several states
in India have announced their own EV policies to promote the adoption of EVs.
4. Electric Two-wheelers: Electric two-wheelers have been the primary drivers of the
EV market in India, accounting for more than 90% of the total EV sales in the country.
This is largely due to the lower cost of electric two-wheelers and the high fuel efficiency
of electric scooters.
5. Electric Cars: Electric cars have been slow to catch on in India due to their high cost
and limited charging infrastructure. However, several global car manufacturers, as well
as Indian startups, are now launching electric cars in the country, which is expected to
drive growth in the EV market.
Major players in the Indian EV market

Major Players: Some of the major players in the Indian EV market include:
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1. Tata Motors: Tata Motors is one of the largest automakers in India and has been a
pioneer in the development of electric vehicles in the country. The company currently
offers the Nexon EV, which is one of the most popular electric cars in India.
2. Mahindra & Mahindra: Mahindra & Mahindra is another major player in the Indian
EV market and offers several electric cars and two-wheelers, including the eKUV100
and the eVerito.
3. Hero Electric: Hero Electric is the largest manufacturer of electric two-wheelers in
India and offers a range of electric scooters and motorcycles.
4. Bajaj Auto: Bajaj Auto is a major manufacturer of two-wheelers in India and has
recently entered the electric scooter market with its Chetak electric scooter.
1.7 Future of Electric Vehicles in India:

The future of electric vehicles (EVs) in India looks promising, with significant potential for
growth, advancements in technology, and policy changes that are likely to drive adoption. Here
are some of the key factors that will shape the future of EVs in India:
1. Potential for Growth: India is one of the world's largest automobile markets, and the
government has set ambitious targets for the adoption of EVs. The government aims to
have 30% of all vehicles sold in India be electric by 2030. This represents a significant
opportunity for EV manufacturers, and as the market grows, economies of scale are
likely to drive down the cost of EVs and make them more affordable for consumers.
2. Technology Advancements: The technology behind EVs is rapidly evolving, and
advancements in battery technology, charging infrastructure, and electric motors are
likely to make EVs more efficient, reliable, and affordable. As battery technology
improves, the driving range of EVs will increase, and charging times will decrease,
making EVs more convenient for consumers.
3. Policy Changes: The Indian government has implemented several policy changes to
support the adoption of EVs, including tax credits, subsidies for EV purchases, and
exemption from road tax and registration fees. The government has also launched
several initiatives to support the development of charging infrastructure in the country.
These policy changes are likely to make EVs more attractive to consumers and provide
a boost to the EV market in India.
4. Changing Consumer Preferences: Consumer preferences are also shifting in favour
of EVs, with growing concerns about air pollution and environmental sustainability.
8
EVs offer a cleaner and more sustainable alternative to traditional gasoline and diesel
vehicles, and as more consumers become aware of the benefits of EVs, demand is likely
to increase.
5. Increasing Awareness: The growing awareness among consumers about the
environmental benefits of EVs and their lower operating costs is expected to drive the
demand for EVs in the future. The shift towards sustainable and eco-friendly
transportation is also expected to increase the adoption of EVs.
6. Local Manufacturing: The government's Make in India initiative is expected to
encourage more local manufacturing of EVs and components, which will not only
reduce the cost of EVs but also create job opportunities and contribute to the growth of
the Indian economy.
7. Battery Manufacturing: With the growth of the EV market, the demand for lithium-
ion batteries is expected to rise. India has a huge potential for battery manufacturing,
and the government has announced several initiatives to promote the development of a
domestic battery manufacturing industry.
8. Two-wheelers: Electric two-wheelers are expected to continue to dominate the Indian
EV market, as they are affordable, efficient, and have a low operating cost. With the
rise of shared mobility services and delivery services, the demand for electric two-
wheelers is expected to grow rapidly.
9. Commercial Vehicles: Electric buses, trucks, and other commercial vehicles have a
huge potential in India, as they can significantly reduce the country's air pollution and
greenhouse gas emissions. The government has announced plans to electrify all new
vehicles in the commercial segment by 2030, which is expected to drive the growth of
this segment.
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Chapter - 2
Conceptual Framework
A conceptual framework on consumer perception towards electric vehicles is a

theoretical model that explains how consumers form their attitudes and preferences for electric
vehicles (EVs) based on various factors. The framework can be based on existing theories of
consumer behaviour, such as the theory of planned behaviour (TPB), the technology
acceptance model (TAM), or the diffusion of innovations (DOI). These theories suggest that
consumer perception towards EVs is influenced by cognitive, affective, and social factors, such
as perceived usefulness, perceived ease of use, perceived environmental benefits, perceived
risk, subjective norms, and personal innovativeness. The framework can help researchers and
practitioners understand the drivers and barriers of EV adoption, as well as design effective
interventions to promote EV diffusion. Consumer perception towards electric vehicles (EVs)
can be studied through a conceptual framework that includes several key factors:
1. Awareness and Knowledge: This factor refers to the level of understanding that
consumers have about electric vehicles, their benefits, and limitations. Consumers who
have a higher level of awareness and knowledge about EVs are more likely to perceive
them positively.
2. Perceived Benefits: This factor refers to the perceived advantages of using electric
vehicles, such as lower emissions, reduced fuel costs, and smoother driving experience.
Consumers who perceive these benefits to be significant are more likely to have a
positive attitude towards EVs.
3. Perceived Drawbacks: This factor refers to the perceived disadvantages of using
electric vehicles, such as limited driving range, longer charging times, and higher
upfront costs. Consumers who perceive these drawbacks to be significant are less likely
to have a positive attitude towards EVs.
4. Environmental Attitudes: This factor refers to consumer’s general attitudes towards
the environment and their willingness to make environmentally friendly choices.
Consumers who have a pro-environmental attitude are more likely to perceive EVs
positively.
5. Social Norms: This factor refers to the influence of social norms on consumer
behaviour, such as the perception of EVs as a status symbol or a desirable choice in a
certain social group.
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6. Government Policies: This factor refers to the influence of government policies on

consumer perception towards EVs, such as incentives, regulations, and infrastructure
development.
7. Demographic Factors: This factor refers to the influence of demographic
characteristics, such as age, gender, income, and education, on consumer perception
towards EVs.
The conceptual framework on consumer perception towards electric vehicles can provide a
comprehensive and systematic way to analyse and predict consumer behaviour towards EVs.
It can also help identify the gaps and challenges in the current state of EV adoption and suggest
possible solutions to overcome them.
2.1 Need of Study
1. Encouraging the adoption of electric vehicles: Understanding consumer perceptions

can help identify barriers to the adoption of electric vehicles and inform strategies to
overcome these barriers.
2. Reducing carbon emissions: Electric vehicles produce significantly less carbon
emissions than traditional gasoline-powered vehicles. Encouraging their adoption can
contribute to reducing overall carbon emissions and combating climate change.
3. Supporting government policies: Many governments have set targets for the adoption
of electric vehicles as part of their climate change mitigation strategies. Understanding
consumer perceptions can help governments design policies and incentives to
encourage the adoption of electric vehicles.
4. Improving the electric vehicle market: By understanding what consumers want and
need from electric vehicles, manufacturers can design and market vehicles that better
meet consumer preferences and expectations. This can help to create a more
competitive and thriving electric vehicle market.
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Chapter – 3
Review of Literature
Review of research studies, what has been done in this and related fields, their methodologies,
findings, and conclusions, as well as a list of potential future studies. The following makes an
effort to describe the literature around the subject of this study.
Contestabile's (2012)
The longer-term adoption of EVs will be greatly influenced by advancements in battery
technology, which will lower costs and boost energy density, as well as the supply of an
appropriate recharging infrastructure.
Dash (2013)
India should make small-scale investments in reinforcements to handle the load difficulties
locally rather than making a significant adjustment. Home charging ought to be promoted.
Before putting in place the large-scale charging infrastructure, proper planning for location,
population, traffic congestion, and safety should be taken into account. It is crucial to integrate
activity in the transportation and energy sectors. Development objectives through various
cutting-edge policies and programmes, such as the financial consumer incentives supplied to
drivers of electrical cars, such as tax credits, purchase subsidies, discounted tolls, free parking,
and access to restricted highway lanes, would aid in the market's expansion.
Lebeau (2015)
Researcher conducted research on the impact of freight transport on urban movement and
explored the possibility of integrating electric vehicles into urban logistics operations. The
study proposed using a fleet with different vehicle technologies to reduce the costs associated
with the last mile of delivery. To achieve this, a fleet size and mix vehicle routing problem with
time windows for electric vehicles was presented. The study found that electric vehicles are
often the most competitive technology in the segment of small vans, while diesel is the most
cost-effective solution for large vans due to the longer distance electric vehicles would need to
cover to be cost-competitive. Hybrid vehicles were found to be a more suitable option in the
segment of trucks, as their running and fixed costs are lower than those of diesel trucks.
12
Liao (2017)
Utilising EVs on a large scale may help address problems including environmental pollution,
global warming, and oil reliance. Governments have robust promotion policies in place, yet
EV penetration is still only slightly above average. They presented a thorough analysis of
studies on consumer preferences for EV in an effort to inform policy-makers and provide
guidance for future study. They compared the psychological and economic perspectives on
why people prefer electric vehicles. The usefulness and promotion of EVs are also positively
impacted by the density of charging stations. Tax reduction and incentive schemes have a
significant impact.
Lingzhi (2017)
Electric car demand is still growing, but a number of barriers are preventing their widespread
adoption. The increased cost, relative inconvenience compared to range and recharging times,
and consumer ignorance of the technology's applicability and availability are some of these
barriers. This final aspect, also referred to as "consumer awareness," is extremely crucial.
Mohamed (2018)
Electric engines will replace internal combustion engines (ICE) in a way that greatly reduces
pollution and benefits consumers. This technology has been adopted by numerous nations,
which is helping the environment. The study observed the opportunities and difficulties
associated with deploying EVs in India. Government initiatives, batteries, industries, and the
environment have all been taken into consideration. With these difficulties, factors including
the price of EVs, their effectiveness in India, and demand for EVs were taken into account.
India's adoption of EVs is primarily intended to reduce greenhouse gas emissions and oil costs.
The government must make the most of the chances at hand and develop effective solutions to
the problems.
Gujarathi (2018)
Indian Scenario is different because the current market share of EV/PHEV is around 0.1%.
Presently almost all vehicles consider fossil fuel-based transportation. These pollute the
atmosphere by the emission of greenhouse gases & causes global warming. The gap between
domestic petroleum production and consumption is widening. India imports around 70% of oil
required per annum. Hence there's an urgent need to investigate factors and challenges for
sustainable and cleaner alternatives.
13
Masurali (2018)
India makes up over 18% of global carbon emissions from the transport sector alone. One of
the most practical alternative options to overcome problems is the electric vehicle (EV). Many
automakers are introducing EVs and diversifying their product lines. Promoting EVs can help
lessen the nation's reliance on fossil fuels and pollution, which is good for both consumers and
the economy. People's level of awareness of EVs is substantially more influenced by their
education. Government should work hard to raise awareness and shape favourable attitude
among prospective customers in addition to manufacturers.
Bhalla (2018)
Concerns about the environment, cost, comfort, reliability, technology, social acceptance, and
the availability of infrastructure all influence car choice. These claims have been validated for
both conventional and electric vehicles. They believe that these elements directly affect a
person's choice of car. They discovered that EV producers and the government must make
greater investments to increase public acceptance of the car by building more infrastructure
and putting a greater emphasis on technology to foster confidence. The investigation shows
that the general public is aware of the advantages to the environment. Government agencies
and businesses that produce automobiles have a duty to invest in their production.
Kesari (2019)
It is difficult but essential for the government to develop an ambitious plan for the adoption of
EVs in India and to ensure a well-executed execution. India's geography and diversity will
create issues that need for careful responses. With the acquisition of three-wheeled cars, buses,
and four-wheeled vehicles for government offices, public procurement is anticipated to be a
significant factor in the rise of EVs. The initial expansion of two- and four-wheeled electric
vehicles is also anticipated to be boosted by investments made by fleet operators like Ola and
Uber as well as operators of food distribution services. However, it might take the private EVs
5–6 years to become widely used and accepted.
Aggarwal (2019)
While scooter users who just need to travel small distances might think about switching to an
EV, individuals who need to travel farther distances and currently possess bikes like the Hero
Splendour might find it challenging to switch to an e-2W. Increasing the battery size can easily
14
extend the range for cars. For electric 2Ws, however, every additional kWh may provide an
additional 30 km to the range, but the weight increase is just about 10 kg, or about 10% more
than the bike's overall weight. Smaller bikes (less than 150cc) have a weight problem that is
significantly more noticeable.
Acharya (2019)
Consumer’s attitudes towards the electric vehicle sector: a study of their contribution to
environmental sustainability the researchers made the observation that in order to maintain low
levels of pollution, one should concentrate on eliminating greenhouse gases and replacing old,
conventional automobiles with new electric vehicles.
Tupe (2020)
India's consumer’s opinions of electric vehicles: The researchers noted that the government has
introduced electric transition in an effort to combat the depletion of fossil resources.
Nagpal (2020)
Indian consumer’s attitudes towards electric vehicles: The researcher found that electric
vehicles must be a common mode of transportation nationwide in order to reduce pollution and
carbon emissions.
Yadav (2020)
Researcher found that consumer perception towards EVs in India is influenced by several
factors, including the perceived benefits of EVs, such as lower fuel costs and reduced
environmental impact. The study also found that consumers were more likely to consider
purchasing EVs if they had access to charging infrastructure and if the government provided
incentives and subsidies for EVs.
Subramanian (2021)
Researcher found that while there is a growing interest in EVs among Indian consumers, there
are still several barriers to adoption. These barriers include the lack of charging infrastructure,
range anxiety, and the high cost of EVs. The study also found that consumers were willing to
pay a premium for EVs that have a longer range and faster charging times.
15
Chaturvedi (2021)
Researcher found that consumer perception towards EVs in India is influenced by several
factors, including environmental concerns, government policies and incentives, and the
availability of charging infrastructure. The study also found that consumers were more likely
to consider purchasing EVs if they were affordable and had a longer range.
Pillai (2021)
A study on consumer perception and purchase intention of electric vehicles in India: The
researchers observed how the Government must play an important role in developing
infrastructures for EVs.
Parmar and Pradhan (2021)

A survey on Vadodara city resident’s attitudes towards electric vehicles, they found that the
consumers have lack of interest in electric automobiles and was noted by the researchers.
Pareek (2022)
Indian consumers' perceptions of electric vehicles: The researcher found that EV manufacturers
need to improve their research and development in order to increase the price range, cost of the
product, design, style, and branding. This will help to improve consumers' perceptions of EVs
in India.
16
Chapter – 4
Research Methodology
4.1 Research Design

The research design for studying consumer perception towards electric vehicles will involve a
mixed-method approach. The quantitative research component will consist of a survey
questionnaire that will be administered to a sample of potential electric vehicle buyers. The
questionnaire will include closed-ended questions related to demographic information,
attitudes towards electric vehicles, and factors that influence their purchase decisions. The
qualitative research component will involve conducting in-depth interviews with a subset of
the survey respondents to gain a deeper understanding of their perceptions towards electric
vehicles. The research design will aim to provide insights into the factors that influence
consumer perceptions and purchase intentions towards electric vehicles.
The data will be collected through a structured online survey questionnaire. The questionnaire
will be designed to gather information on consumer awareness, attitudes, and purchase
intentions towards electric vehicles. The questionnaire will be pre-tested before the actual
survey to ensure its validity and reliability.
4.2 Research Method

A research process consists of stages (VU) or runs that guide the study from its inception
through to the final report, recommendations, and actions (VU). The research process ensures
that every step of the investigation follows a clear, organized path.
The research project's single characters are compatible with one another (VU). This section's
goal is to detail the research methodology and procedures that were applied to meet the project's
goals. The "Survey Method" is used for exploratory research in this study. For analysis, both
primary and secondary data were used.
4.3 Sources of Data

Primary and Secondary data sources are used for conducting this research.
1. Primary Source
There are various techniques for gathering data. The researcher visited the market and
gathered information from numerous student users in order to gather trustworthy and
accurate data. A questionnaire is the primary data collection tool.
17
2. Secondary Source
Secondary data are also used in research to acquire data. Books, internet research, industry
reports, academic journals, news articles, and other sources can provide information on the
trends and patterns. This aids in identifying more key ideas, the definition and evaluation
of other people's data sources, and the connections between this research effort and other
studies. I collected online articles for review of literature, which is already published.
4.4 Data Collection Tools

In this questionnaire method is used for this survey. For collecting the primary data
“Questionnaire” is to be taken as the research instrument. The questionnaire has become more
popular, comprehensive, and cost-effective method for collecting data. A questionnaire
comprises of a set of questions posed to respondents for their answers. Questionnaires are
containing both open-ended and close-ended questions. The report has been made using the
Primary data that was collected via Google form.
i. Questionnaires
Researcher provides questionnaire to people with the help of google forms. Questionnaires
were distributed to 100 respondents and out of 100 respondents 80 respondents answer the
questions.
ii. Data Analysis
Pie charts and tables were used to statistically examine the acquired data.
4.5 SAMPLING DESIGN

This includes the size of the sample and the technique that we used for selecting the different
items for the sample. A design is a specific plan for achieving a sample from a given population.
It refers to the procedure that the researcher adopts in selecting items for the sample.
Sample Design: Non-Probability Sampling
Sampling Techniques: Convenient Sampling
Sampling Tool: Structured Question
Sampling Area : Himachal Pradesh/Mandi
4.6 Sample Size
This is the process of choosing a representative sample of the general population in order to
collect data for the study of the complete population, 80 respondents were selected for the test
population. Convenience sampling is the sample technique used in this study.
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This section is to find the numbers samples on which the research study has to be conducted.
From the questionnaire, the criteria whether a consumer is interested in Electric Vehicles or
not. This was an important criterion since the entire research was dependent on it to find the
consumer perception towards Electric Vehicle and that the expected results are observed.
4.7 Population
1) The most basic type of quantitative (statistical) analysis is known as univariate analysis.
A single variable is described in terms of the unit of analysis being employed to conduct
the analysis. For instance, the researcher will determine how many respondents fall into
the category of age characteristics if the variable "age" is the focus of analysis.
2) Univariate analysis contrasts with multivariate analysis, which analyses several
variables simultaneously, and univariate analysis, which analyses two variables
simultaneously. Before bivariate or multivariate analysis, which is more sophisticated
and non-significant, is included, univariate analysis is employed in the early stages of
descriptive research.
4.8 Sampling Methods

Sampling techniques generally fall into one of two categories:
1. Probability sampling - Probability sampling in which every element of the cosmos
has an equal chance of being included in the sample.
2. Non-Probability Sampling - Non-probability sampling techniques will be used since
it is not possible to randomly select participants from the population of interest. Two
non-probability sampling techniques that can be used are convenient sampling.
Convenient Sampling: In convenient sampling, participants are selected based on
their availability and willingness to participate. Participants can be selected from
places where potential electric vehicle consumers are likely to be found, such as
charging stations, or environmental groups. The disadvantage of this method is that
the sample may not be representative of the entire population.
4.9 Instruments used for Data Analysis

1. A bar chart (typically a small collection of data) compares two or more values over time
or in various contexts.
2. Pie graph (a graph that compares amounts or frequency)
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Chapter – 5
Result and Discussion
The questionnaire was devised to gather primary data to obtain new knowledge to determine
consumer’s perception towards the electric vehicle and the various factors which influence
them to purchase a vehicle.
The data collected from the customer are transcript to the worksheet and analysed by tools for
visual representation like pie charts and graphs from which inferences were drawn. Established
on the concepts of consumer behaviour findings of the research were driven and
recommendations are made.
Overall analysis Consumer Perception Towards Electric Vehicles on the basis of survey.
Total Respondents : 80 respondents
1. Gender
Gender
39% Male
Female
61%
Figure 1 Gender
Table 1 Gender
Gender Percentage Total Respondents

Male 61.3% 49
Female 38.7% 31
20
Interpretation
The diagram above is a Pie-Chart. A pie chart is a statistical graph divided into segments
represents the share of data.
A pie chart is used to represent the data collected by the respondents. The above question
gender of the respondent with three options Males, Female and Other.
There are 49 men in total and the number of female respondents is 31 and 0 respondent has
selected other option.
The total male of respondents is 61% of the total number of Respondents and female
respondents are 39% out of 80 respondents.
This shows that there are more Male respondents compared to Female respondents in my study.
2. Age
Age
4%
22% 15-20 years
21-25 years
9% 26-30 years
65% Above 30 years
Figure 2 Age
Table 2 Age
Age Percentage Total Respondents

15-20 Years 3.7% 3
21-25 Years 65% 52
26-30 Years 8.8% 7
Above 30 years 22.5% 18
21
Interpretation
The chart above shows that out of 100% there are 3.7% respondents are in the age group of 15-
20 years. And 65% of respondents are in the age group of 21-25 years.
And 8.8% of respondents out of 100% are in the age group of 26-30 years and at the last 22.5%
of the respondents are in the age group of Above 30 years.
3. Occupation
Occupation
25%
Employed
Unemployed
9% Student
66%
Figure 3 Occupation
Table 3 Occupation
Occupation Percentage Total Respondents

Employed 25% 20
Unemployed 9% 7
Student 66% 53
Interpretation
According to this Survey, out of 80, 66% of the respondents are Student.
22
And 25% of the respondents are employed and 9% of the respondents are unemployed. In my
Survey there are high number of 21 to 25 ages of respondents. And I think this correct because
most of the people of this kind of age group are interested in vehicles.
4. Are you aware of Electric Vehicles ?
Awareness to EV
10%
Yes
No
90%
Figure 4 Awareness towards EV's
Table 4 Awareness towards EV's
Awareness to EV Percentage Total Respondents

Yes 90% 72
No 10% 8
Interpretation
The table shows the results of the survey on awareness of electric vehicles (EV).
According to the table, 90% of the respondents indicated that they were aware of electric
vehicles, while 10% were not aware.
23
5. Are you interested in Electric Vehicle ?
Interest in EV
14%
Yes
No
86%
Figure 5 Interest in EV's
Table 5 Interest in EV's
Interested in EV Percentage Total Respondents

Yes 86% 69
No 14% 11
Interpretation
The data provided indicates that out of a total of 80 respondents, 86% of them are interested in
electric vehicles (EVs) while 14% of them are not interested in EVs. It is also interesting to
note that a significant minority of respondents (14%) are not interested in EVs.
24
6. How much are you willing to spent on an Electric Vehicle ?
10%
8% ₹1,00,000 - ₹5,00,000
₹5,00,000 - ₹10,00,000
₹10,00,000 - ₹15,00,000
24% 58%
Above ₹15,00,000
Figure 6 Spendings
Table 6 Spendings
Money Percentage Total Respondents

₹1,00,000 - ₹5,00,000 58% 46
₹5,00,000 - ₹10,00,000 24% 19
₹10,00,000 - ₹15,00,000 8% 6
Above ₹15,00,000 10% 8
Interpretation
According to the data, the majority of the respondents 58% are willing to spend between
₹1,00,000 to ₹5,00,000 on an electric vehicle. This indicates that there is a significant market
for lower-priced electric vehicles in India, which may be more affordable and accessible to a
wider range of consumers.
Additionally, 24% of the respondents are willing to spend between ₹5,00,000 to ₹10,00,000 on
an electric vehicle.
A smaller percentage of respondents (8%) are willing to spend between ₹10,00,000 to

₹15,00,000 on an electric vehicle, while 10% are willing to spend more than ₹15,00,000.
25
7. Have you personally owned an Electric Vehicle ?
8%
Yes
No
92%
Figure 7 Personally owned EV's
Table 7 Personally owned EV's
Option Percentage Total Respondents

Yes 8% 6
No 92% 73
Interpretation
Based on the above data, only 8% of the total respondents have personally owned an electric
vehicle, while the vast majority of respondents 92% have not owned an electric vehicle.
The data indicates that the ownership of electric vehicles is still relatively low, as only a small
percentage of the respondents have owned an electric vehicle. This could be due to various
reasons such as the high cost of purchasing an electric vehicle, limited availability of charging
infrastructure, and lack of awareness about the benefits of electric vehicles.
26
8. Have you personally driven/taken a ride on an Electric Vehicle ?
35%
Yes
No
65%
Figure 8 Personally owned EV's
Table 8 Personally owned EV's
Option Percentage Total Respondents

Yes 35% 28
No 65% 52
Interpretation
The interpretation of the survey results shows that 35% of the total respondents, which is 28
individuals, have personally driven or taken a ride on an electric vehicle. On the other hand,
65% of the total respondents, which is 52 individuals, have not driven or taken a ride on an
electric vehicle.
The results suggest that a minority of the respondents have experienced electric vehicles first-
hand, which may have an impact on their perception of electric vehicles. The respondents who
have not driven or taken a ride on an electric vehicle may have limited knowledge of the
technology and its benefits and drawbacks.
27
9. What are the EV brands that you know, that sells or will sell in India ?
EV Brands
Tata 45
Mahindra 28
Hyundai 29
Toyota 16
Morris Grages 11
Tesla 25
Maruti Suzuki 19
Renault 9
Audi 17
Ola Kinetic 10
0 5 10 15 20 25 30 35 40 45 50
Figure 9 EV Brands
Table 9 EV Brands
EV Brands Percentage Total Respondents

Tata 56.25% 45
Mahindra 35% 28
Hyundai 36.25% 29
Toyota 20% 16
Morris Grages 13.75% 11
Tesla 31.25% 25
Maruti Suzuki 23.75% 19
Renault 11.25% 9
Audi 21.25% 17
Ola Kinetic 12.5% 10
Interpretation
Based on the data provided, the most recognized EV brand among the respondents is Tata, with
56.25% of the respondents being aware of the brand. This is followed by Hyundai at 36.25%
28
and Mahindra at 35%. Tesla is recognized by 31.25% of the respondents, despite the fact that
it has not yet officially entered the Indian market, making it the fourth most recognized brand
in the list.
Other brands that were recognized by a smaller percentage of respondents include Maruti
Suzuki at 23.75%, Audi at 21.25%, Toyota at 20%, Morris Grages at 13.75%, Ola Kinetic at
12.5%, and Renault at 11.25%.
10. Do you believe there is technology today to make an affordable EV to fit to your needs
(Budget, Family size, etc.) ?
Yes, it is available today
20% No, but it will be available within

32% next 2 years
No, but it will be available within
next 5 years
28% It will never be avaliable
20%
Cannot say
Figure 10 Affordable Technology
Table 10 Affordable Technology
Percentage Total Respondents

Yes, it is available today 32% 26
No, but it will be available 20% 16
within next 2 years
No, but it will be available 28% 22
within next 5 years
It will never be available 0% 0
Cannot say 20% 16
29
Interpretation
According to pie-chart we can say that out of the total 80 respondents who participated in the
survey, 32% believe that affordable EVs are available today to fit their needs in terms of budget,
family size, etc. On the other hand, 20% respondents think that it will be available within the
next two years, and 28% believe that it will be available within the next five years.
Interestingly, none of the respondents believe that affordable EVs will never be available. The
remaining 20% of the respondents could not provide a definitive answer.
11. If efficiently sized EV is available today, what may stop you from buying it over
Petrol/Diesel or Hybrid Vehicle ?
Nothing, I would buy the Electric Vehicle 21
Price 17
Recharge time & Location 21
Range 15
Maintenance 12
Lack of Trust in New Technology 9
Unwillingness to change lifestyle 9
Can not say 18
0 5 10 15 20 25
Figure 11 Issues
Table 11 Issues
Issues Percentage Total Respondents

Nothing, I will buy the EV 26.6% 21
Price 21.5% 17
Recharge time & Location 26.6% 21
30
Range 19% 15
Maintenance 15.2% 12
Lack of Trust 11.4% 9
Unwillingness to change 11.4% 9
Can’t Say 22.8% 18
Interpretation
26.6% said that they would not be stopped by anything and would buy the EV. Another 26.6%
of respondents were concerned about the recharge time and location. 21.5% were concerned
about the price, and 19% were concerned about the range of the vehicle. 15.2% of respondents
were concerned about the maintenance of the vehicle. 11.4% of respondents were concerned
about the lack of trust in the technology and the unwillingness to change. Finally, 22.8% of
respondents were unable to decide.
The most common concern among respondents was the recharge time and location, closely
followed by the price of the vehicle.
12. How much do you agree with the statement “EV can prevent Global Warming”.
50
45
40
35
30
25
20
15
10
5
0
Strongly Agree Agree Neutral Disagree Strongly Disagree
Figure 12 Frequency
31
Table 12 Frequency
Frequency Percentage Total Respondents

Strongly Agree 20% 16
Agree 53.75% 43
Neutral 17.5% 14
Disagree 2.5% 2
Strongly Disagree 6.25% 5
Based on the data, 73.75% of the respondents either strongly agree or agree that electric
vehicles (EVs) can prevent global warming, 17.5% are neutral, and only 9.75% disagree. This
suggests that a majority of the respondents believe that EVs can have a positive impact on the
environment.
It is interesting to note that only a small percentage of respondents disagreed with the statement.
13. EV can replace regular cars in terms of satisfying consumer needs ?
Satisfaction
40
35
30
25
20
15
10
5
0
Figure 13 Satisfaction level

32
Table 13 Satisfaction level

Strongly Agree 6.25% 5
Agree 37.5% 30
Neutral 43.75% 35
Disagree 7.5% 6
Strongly Disagree 0 0
Interpretation
According to pie-chart, the results show that a relatively small percentage 6.25% of respondents
strongly agree that electric vehicles (EVs) can replace regular cars in terms of satisfying
consumer needs, while a larger percentage 37.5% agree. The majority of respondents 43.75%
are neutral on this issue, and a smaller percentage 7.5% disagree.
The high percentage of respondents who are neutral suggests that many individuals are unsure
about whether EVs can fully replace regular cars in terms of meeting consumer needs.
14. EV can save a lot of money ?
Cost-effective
35
30
25
20
15
10
Figure 14 Cost-effectiveness
33
Table 14 Cost-effectiveness

Strongly Agree 8.75% 7
Agree 37.5% 30
Neutral 32.5% 26
Disagree 15% 12
Strongly Disagree 2.5% 2
Interpretation
According to pie-chart we can say that, 46.25% (37.5% + 8.75%) of the respondents agreed
that electric vehicles can save a lot of money, while 47.5% (15% + 32.5%) either disagreed or
were neutral about it. Only 2.5% of the respondents strongly disagreed with the statement.
This suggests that there may be some scepticism among potential consumers about the cost-
saving benefits of electric vehicles
15. EV’s are expensive ?
Expensive
35
30
25
20
15
10
5
0
Figure 15 Expensive
34
Table 15 Expensive

Strongly Agree 20% 16
Agree 41.25% 33
Neutral 27.5% 22
Disagree 7.5% 6
Strongly Disagree 0 0
Interpretation
It can be interpreted that - A majority of the respondents 61.25% agreed or strongly agreed that
electric vehicles are expensive, while only a small proportion 7.5% disagreed with this
statement.
About one-fourth of the respondents 27.5% were neutral on this issue, which could indicate
that they are unsure about the cost of electric vehicles or that they perceive the cost to be neither
high nor low.
None of the respondents strongly disagreed with the statement, which suggests that there is a
general perception that electric vehicles are indeed expensive.
16. On the scale of 5 rank, How Influential are/would the following factors were (Where 5 –
Very Influential, 4 – Influential, 3 – Neutral, 2 – Somewhat Insignificant, 1 – Insignificant)
Factors
35
30
25
20
15
10
5
0
Physical Appearance Price Size Fuel Efficiency
Very Influential Influential Figure 16 Factors

Neutral Somewhat Insignificant Insignificant
35
Table 16 Factors
Factors Very Influential Neutral Somewhat Insignificant

Influential Insignificant
Physical 22 22 21 0 2
appearance
Price 9 22 24 8 2
Size 5 33 23 2 0
Fuel 16 23 17 3 3
efficiency
Interpretation
a. Physical appearance: The majority of respondents 44% rated physical appearance as

influential or very influential in their purchase decision for a car. Another 21% rated it
as neutral. This suggests that aesthetics play an important role in car buying decisions.
b. Price: While a substantial number of respondents 22% rated price as influential, a
similar proportion 24% rated it as neutral. This suggests that while price is an important
factor in car buying decisions, it may not be the most important factor for everyone.
c. Size: About one-third of respondents 33% rated size as influential, while another 23%
rated it as neutral. This suggests that while size is a factor in car buying decisions, it
may not be the most important factor for everyone.
d. Fuel efficiency: Roughly the same proportion of respondents rated fuel efficiency as
influential 23% and neutral 17%. This suggests that while fuel efficiency is a
consideration for many people, it is not universally considered a highly influential
factor.
36
Factors
35
30
25
20
15
10
0
Features Safety Ride Comfort One Time Charge
Very Influential Influential Neutral Somewhat Insignificant Insignificant
Figure 17 Factors
Table 17 Factors
Factors Very Influential Neutral Somewhat Insignificant

Influential Insignificant
Features 19 28 12 2 0
Safety 16 26 15 3 0
Ride comfort 15 30 12 4 1
One time 8 21 26 5 0
charge range
Interpretation
e. Features: 47% of participants rated features as influential or very influential, indicating

that the specific features of an electric vehicle may play an important role in the
purchasing decision.
f. Safety: 53% of participants rated safety as influential or very influential, suggesting
that safety is an important consideration for consumers when choosing an electric
vehicle.
37
g. Ride comfort: 57% of participants rated ride comfort as influential or very influential,
indicating that ride comfort is an important factor for consumers when deciding whether
to buy an electric vehicle.
h. One time charge range: Only 29% of participants rated one time charge range as
influential or very influential, indicating that this factor may not be as important for
consumers as features, safety, or ride comfort.
17. How likely is your next vehicle will be an EV ?
I want to buy EV as soon as possible

15% 19%
I want to buy EV during next 5 years
27% I want to buy EV during next 10

years
39% I do not want to buy EV
Figure 18 Willingness to buy EV's
Table 18 Willingness to buy EV's
Willingness to buy EV Percentage Total Respondents

I want to buy EV 19% 15
I want to buy EV during next 39% 30
5 years
I want to buy EV during next 27% 21
10 years
I do not want to buy EV 15% 12
38
Interpretation
The data suggests that a significant percentage of respondents (39%) are willing to buy an EV
in the next 5 years, indicating a growing interest in EVs among the general population.
The percentage of respondents who want to buy an EV (19%) is relatively low compared to
those who are willing to buy one in the next 5 or 10 years.
The fact that 15% of the respondents do not want to buy an EV indicates that there are still
barriers or drawbacks that need to be addressed before EVs can be fully adopted by all
consumers.
The results also suggest that the perception of EVs as a viable option for personal transportation
is gradually increasing among consumers.
39
Chapter – 6
Limitation, Future Scope and Implication
6.1 Limitation of the Study

1. Sampling Bias: A major limitation of any survey-based research is sampling bias,
which occurs when the sample of respondents is not representative of the target
population. This may occur due to the use of non-probability sampling methods or the
self-selection of participants.
2. Social Desirability Bias: Respondents may provide answers that are socially desirable,
rather than their true beliefs, attitudes, or behaviours, leading to a biased or inaccurate
representation of consumer perception towards electric vehicles.
3. Lack of Awareness and Experience: Respondents may not have enough knowledge
or experience with electric vehicles, leading to limited or inaccurate perceptions of their
benefits and drawbacks.
4. Limited Generalizability: The findings of the study may not be generalizable beyond
the specific sample, context, or time frame. The perceptions of consumers towards
electric vehicles may vary depending on factors such as geographic location, socio-
economic status, and cultural background.
5. Limited Scope: The study may not capture all the factors that influence consumer
perception towards electric vehicles. For instance, the study may not cover the impact
of government policies, marketing strategies, or the availability and accessibility of
charging infrastructure.
6. Incomplete Data: The data collected from the respondents may be incomplete or
contain errors, leading to inaccurate or biased results.
6.2 Findings of the Study

The objective of this report was to identify the factors that influence consumer’s vehicle
purchasing decisions and their perceptions of electric vehicles. Based on the survey conducted
and the information gathered, the following findings were observed:
The majority of respondents belonged to SPU and were either students or working
professionals. The younger generation has shifted their mindset towards sustainable options,
including electric vehicles.
40
A significant portion of consumers 90% were aware of electric vehicles, and many expressed
interests in purchasing a battery-operated vehicle in the future.
The majority of consumers had a budget of less than ₹10,00,000, highlighting the need for car
manufacturers to launch electric vehicles in this price range to attract this segment of the
population.
Many consumers had no prior experience with personal electric vehicles. However, if car
manufacturers provide good features, demonstrations, and attractive schemes, they can attract
more customers.
Consumers believe that affordable electric cars can fit their needs and have a positive impact
on the environment and their image.
Price, fuel efficiency, maintenance, safety, charging stations, and one-time charge range are
essential factors that consumers consider when purchasing an electric vehicle.
Overall, the findings suggest that consumers are becoming more interested in electric
vehicles and that car manufacturers can attract more customers by launching affordable electric
vehicles with good features and attractive schemes. Additionally, car manufacturers should
focus on addressing the factors that consumers consider crucial when purchasing an electric
vehicle to meet their needs and preferences.
6.3 Conclusion
In conclusion, understanding consumer behaviour is crucial for organizations to succeed in
a competitive market. Marketers need to be aware of consumer needs and preferences to make
informed marketing decisions. In this study, we developed a framework to explore consumer
preferences towards electric vehicles in India, based on a review of the relevant literature.
The analysis of the data collected from the respondents revealed several key factors that
influenced their preference for electric vehicles. These factors included the type and colour of
the vehicle, ride comfort and safety, monetary and promotional offers, features and dimensions,
consumer expenditure, and physical appearance.
The data suggests that the environmental benefits of EVs are a key driving factor in the
willingness to purchase an EV.
Also, it is found that found that there is a need to increase awareness and education about
electric vehicles among the general population. This can be achieved through targeted
marketing campaigns and education initiatives by the government and automobile industry.
41
Overall, our findings suggest that consumer’s perceptions of electric vehicles are
influenced by a combination of practical and emotional factors. By considering these factors,
marketers can develop effective strategies to promote electric vehicles and address consumer’s
concerns.
However, it is important to acknowledge that there are limitations to our study, including
potential sampling bias and limited generalizability. Further research is needed to explore these
factors in greater depth and to identify additional factors that may impact consumer perceptions
of electric vehicles in different contexts.
6.4 Recommendation
The next 5-7 years will be a crucial period for Electric Vehicle (EV) OEMs in India, with
import playing a major role. This is an opportune time for foreign companies to analyse the
basic component needs of EVs in India and create an action plan accordingly.
Certain sectors such as the aluminium and electronics industries will experience growing
demand, particularly as electric vehicles rely heavily on aluminium and power electronics.
Many automotive component manufacturers have already started research on EV components
or are manufacturing components related to electric 2W and 3W vehicles.
The move towards implementing BS-VI norms from April 2020, as directed by India's
highest judiciary, will incur significant costs in the form of infrastructure upgrades. Therefore,
it is expected that OEMs will increasingly turn their focus towards electric vehicles.
Government reforms such as GST and demonetization have led to increased tax
contributions from the people, which has strengthened the economic structure. Once the
economy becomes more stable, it is expected that full-fledged promotions of EVs will begin.
According to the Economic Survey 2017-18, the implementation of GST has led to a significant
expansion of the base of indirect taxpayers in India by over 50%. Moreover, the tax collections
for FY 2017-18 were 17.1% higher than those for FY 2016-17. However, the latest Economic
Survey 2020-21 reveals that the GST collections declined by 5.8% in FY 2020-21 due to the
adverse impact of the COVID-19 pandemic on economic activity. The survey also highlights
that the GST revenue has shown a remarkable recovery since September 2020 and has
surpassed the pre-COVID levels in December 2020 and January 2021. The survey attributes
this recovery to several factors, such as improved compliance, e-invoicing, data analytics, and
anti-evasion measures. The survey also suggests that further rationalization of GST rates and
simplification of procedures can enhance the efficiency and buoyancy of the GST system.
42
6.5 FUTURE SCOPE OF STUDY

This report has explored the current scenario and future prospects of electric vehicles (EVs) in
the Indian automobile sector. However, there are still many areas of research that can be further
investigated to gain more insights into this emerging market. Some of the possible topics for
future studies are:
1. How does brand perception influence consumer preferences and purchase decisions for
EVs in India?
2. What are the effective strategies for advertising and promoting EVs to increase their
awareness and acceptance among Indian consumers?
3. How do various factors such as environmental concerns, government policies, social
norms, and personal values affect consumer attitudes towards EVs in India?
4. How can the study of consumer buying behaviour for cars be extended to include other
aspects such as post-purchase satisfaction, loyalty, and word-of-mouth for EVs in
India?
5. How can the sample size and geographic coverage of the study be increased to obtain
more representative and generalizable results for the Indian EV market?
6. How does the entry of new foreign players and the introduction of new models impact
the competition and consumer choices for EVs in India?
7. How can the infrastructure and support system for EVs be improved to overcome the
challenges and barriers faced by consumers and manufacturers of EVs in India?
8. How can the opinions and feedback of retailers and dealers of EVs be incorporated into
the study to get a holistic view of the EV market in India?
These are some of the potential areas of research that can be pursued to enhance the
understanding and knowledge of EVs in India. The findings of this report can serve as a
baseline and a reference point for future studies on this topic.
43
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45
Appendix
Questionnaire
Part - 1
Gender
a) Male b) Female c) Other
Age
a) 15 - 20 years old b) 21 - 25 years old
c) 26 - 30 years d) above 30 years old
Occupation
a) Student b) Working Professional
c) Self Employed d) Unemployed
e) Other
Part – 2
1. Are you aware of Electric Vehicles?

a) Yes b) No
2. Are you interested in Electric Vehicles?

a) Yes b) No
3. How much are you willing to spent on an electric vehicle?

a) ₹1,00,000 - ₹5,00,000 b) ₹5,00,000 - ₹10,00,000
c) ₹10,00,000 - ₹15,00,000 d) Above ₹15,00,000
4. Have you personally owned an electric vehicle?

a) Yes b) No
46
5. Have you ever personally driven/taken a ride on an electric vehicle?

a) Yes b) No
6. What are the Electric Vehicles brands that you know, that sells or will sell in India?
a) Tata b) Mahindra c) Hyundai d) Toyota
e) Morris Grages (MG) f) Tesla g) Maruti Suzuki h) Renault
i) Audi j) Other
7. Do you believe there is technology today to make an affordable electric vehicle to fit to your
needs (Budgets, Family size, etc.)?
a) Yes, it is available today b) No, but it will be available within next 2 years
c) No, but it will be available within next 5 years d) It will never be available
e) Cannot say
8. If efficiently sized electric vehicle is available today, what may stop you from buying it over
Petrol/Diesel or Hybrid Vehicle?
a) Nothing, I would buy the EV b) Price c) Recharge time and Location
e) Range f) Maintenance g) Lack of Trust in New Technology
h) Unwillingness to change lifestyle i) Cannot say
9. How much do you agree with the following statements

“Electric Vehicles can prevent Global Warming”
a) Strongly Agree b) Agree c) Neutral d) Disagree
e) Strongly Disagree
10. Electric vehicles can replace regular cars in terms of satisfying “consumer needs”
11. Electric vehicles can save a lot of money

47
12. Electric vehicles are expensive

13. On the scale of 5 please rank, How Influential are/would the following factors were (Where
5 - Very Influential, 4 - Influential, 3 - Neutral, 2 - Somewhat insignificant, 1 - Insignificant)
Factors 5 4 3 2 1
a) Physical appearance
b) Price
c) Size
d) Fuel efficiency
e) Features
f) Safety
g) Ride comfort
h) One time Charge range
14. How likely is your next vehicle will be an Electric Vehicle?

a) I want to buy Electric Vehicle as soon as possible
b) I want to buy Electric Vehicle during next 5 years
c) I want to buy Electric Vehicle during next 10 years
d) I do not want to buy Electric Vehicle

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Consumer Perception Towards Electric Vehicles

University Roll No: 21110105027

Dr. Pawan Kumar Chand

Department of Management Studies

Sardar Patel University

DECLARATION BY THE STUDENT

CERTIFICATE BY THE SUPERVISOR

Dr. Pawan Kumar Chand

Limitation, Future Scope and Implication ............................................................................................. 39

Table 1 Gender ...................................................................................................................................... 19

Figure 1 Gender .................................................................................................................................... 19

Massive organizations are supporting the government in addressing challenging

1.1 Objectives of study

1.2 Types of Electric Vehicles

1.3 Advantages of Electric Vehicles:

1.4 Challenges Facing EV Adoption in India:

1.5 Government Initiatives to Promote Electric Vehicles:

1.6 Market Overview of Electric Vehicles in India

Major players in the Indian EV market

1.7 Future of Electric Vehicles in India:

A conceptual framework on consumer perception towards electric vehicles is a

6. Government Policies: This factor refers to the influence of government policies on

2.1 Need of Study

1. Encouraging the adoption of electric vehicles: Understanding consumer perceptions

Parmar and Pradhan (2021)

4.1 Research Design

4.2 Research Method

4.3 Sources of Data

4.4 Data Collection Tools

4.5 SAMPLING DESIGN

4.8 Sampling Methods

4.9 Instruments used for Data Analysis

Result and Discussion

Total Respondents : 80 respondents

Gender Percentage Total Respondents

65% Above 30 years

Age Percentage Total Respondents

Occupation Percentage Total Respondents

4. Are you aware of Electric Vehicles ?

Figure 4 Awareness towards EV's

Table 4 Awareness towards EV's

Awareness to EV Percentage Total Respondents

5. Are you interested in Electric Vehicle ?

Figure 5 Interest in EV's

Table 5 Interest in EV's

Interested in EV Percentage Total Respondents

6. How much are you willing to spent on an Electric Vehicle ?

Money Percentage Total Respondents

A smaller percentage of respondents (8%) are willing to spend between ₹10,00,000 to

7. Have you personally owned an Electric Vehicle ?

Figure 7 Personally owned EV's

Table 7 Personally owned EV's

Option Percentage Total Respondents

8. Have you personally driven/taken a ride on an Electric Vehicle ?

Figure 8 Personally owned EV's

Table 8 Personally owned EV's

Option Percentage Total Respondents

EV Brands Percentage Total Respondents

Yes, it is available today

20% No, but it will be available within

28% It will never be avaliable

Figure 10 Affordable Technology