1

MINOR PROJECT-1

“A Study on Consumer Perception Towards Electric Vehicles In

India”

Submitted for the partial fulfillment towards the award of the

degree in Master of Business Administration affiliated to
Dr. A.P.J Abdul Kalam Technical University, Lucknow.

Submitted by:

Ishan Kumar (23MBA127)

Batch: MBA 2023-25

Under the supervision of

DR. SWEETA NAGAR

GL Bajaj College of Technology and

Management
Affiliated to DR. A.P.J. Abdul Kalam Technical
University, U.P, Lucknow, Plot No.19 Knowledge Park
II, Greater Nodia, Gautam Buddha Nagar, (U.P), India
203006
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\
DECLARATION

I hereby declare that the project entitled “A Study on Consumer Perception

Towards Electric Vehicles In India” is a record of my original work. The findings

and conclusions of this project report are based on my study an

experience and are conducted under the guidance of DR.

SWETNAGAR.

I also declare that this project is the result of our effort and the report is

submitted in partial fulfillment of the requirements of the MBA program

of GL Baja College of Technology and Management, Greater Noida

and it is not being submitted to any other institution for the award of a

degree or any personal favor. All details stated above and the analysis

provided in the report are and hold the best of my knowledge and belief.

(MBA- Its SEM)

ISHAN KUMAR (23MBA127)
 3

CERTIFICATE
CERTIFICATE

This is to Certify that Ishan Kumar MBA 1st Has Undertaken This Mini Project-1

Title “Study of Consumer Perception Towards Electric Vehicles in India. For the

Partial Fulfillment of the Award of Master of Business Administration Degree from

Dr A.P.J Abdual Kalam Technical University (U.P), India.

Project Supervisor

Department of Management
Studies
 4

ACKNOWLEDGEMENT
ACKNOWLEDGEMENT

I would like to express my sincere thanks to DR. SWETA NAGAR who helped,

inspired, and mentored me without their help this project report would have not

have taken its current shape. Under their brilliant untiring guidance, I could

successfully complete the project on the A Study on Consumer Perception

Towards Electric Vehicles in India in time. Their meticulous attention and

invaluable suggestions have helped me in simplifying the problem involved in the

work. I would also like to thank the overwhelming support of all the people who

allowed me to learn and gain knowledge about the various aspects of the industry.
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TABLE
TABLE OF
OF CONTENT
CONTENT

Item no. Particulars Page no.

1 Introduction of topic 6-14

2 The objective of the study 15

3 Limitations of the study 16

4 Literature Review 17-20

5 Research Methodology 21

6 Data Analysis and Discussion 22-33

7 Findings 34-35

8 Recommendations 36

9 Managerial Implication of the study 37-39

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10 Conclusion 40

11 Reference 41-43

12 Annexure 44-46
 7

INTRODUCTION

India today is one of the top ten automotive markets in the world and given its
burgeoning middle-class population with buying potential and steady economic
growth, accelerating automotive sales is expected to continue. In the last couple of
years, there has been a lot of discussion around the prices of fuel apart from the
deregulation of petrol prices. Moreover, the threat of disruption of supplies from
the Middle East has heightened the debate on energy security and brought the
focus to alternate drivetrain technologies.

The potential for alternative technologies in automobiles such as electric vehicles

(EV) in India, as in the case of many other comparable markets, depends on
improved battery technologies, driving ranges, government incentives, regulations,
lower prices, and better-charging infrastructure.

There seems to be a lot of interest on the part of Internal Combustion Engine (ICE)
based manufacturers to adopt electric technology, not just supplemental to the ICE,
but as a stand-alone offering. There are also specialized EV manufacturers that
have come up all over the world.

While many of the factors that influence the EV market are understood
intellectually, we carried out a consumer survey to study perceptions and
expectations of potential for alternative technologies in automobiles such as
electric vehicles (EV) and hybrid EVs.

Assessing future demand for electric vehicles was somewhat challenging since it
meant testing consumer preferences for a product with which they are largely
unfamiliar. For this reason, we focused on uncovering consumer’s familiarity with
 8

EV technologies and products; with their opinions around the price, brand, range,
charging, infrastructure, and the cost of ownership; and with the consumer
imagined fifth an EV in his they’re lifestyle given a range of demographic
parameters.

Mobility of persons and goods is an essential component of the competitiveness of

European industry and services; mobility is also an essential citizen’s right. The
goal of the EU’s sustainable transport policy is to ensure that our transport systems
meet society’s economic, social, and environmental needs, as highlighted by the
mid-term review of the 2001 White Paper, ‘Keep Europe Moving’ (EU, 2006).
Effective transportation systems are essential for Europe’s prosperity, having
significant impacts on economic growth, social development, and the environment.

In 2004 the transport sector consumed 30% of the total final energy consumption
(of which 82% is due to road transport) and it was responsible for 25% of CO2
emissions (EU-25). In 2003 road transport constituted about 80% of the total
transport demand. Road transport accounts for 71% of transport-related CO 2
emissions and passenger cars constitute 63% of these road transport-related CO2
emissions. Road transport is also nearly dependent on fuel oil making it very
sensitive to foreseeable shortages of crude oil (security of energy supply).
At present reciprocating internal combustion engines (ICE) either as homogeneous
charge spark ignition (gasoline engines) or stratified charge compression ignition
(diesel engines) dominates the drive trains of road vehicles. The market share of
these two technologies at present is about 50/50, however, the market share of
diesel vehicles is likely to further increase shortly because of their better fuel
economy. Gains in energy efficiency are still possible, however, after years of
large gains presently small incremental improvements are foreseen by the technical
development of this current state-of-the-art technology. The above-mentioned
 9

sensitivity of present technologies to shortages of crude oil and the necessity to

reduce Greenhouse Gas (GHG) emissions, without losing the competitiveness of
the European industry is forcing the demand for new technological approaches to
secure sustainable future mobility. In road transport, vehicles running witbiofuells
blend already exist and are d modified and nepower-trainns concepts are being
developed to accommodate a high degree of biofuels. Well-to-Wheel (WtW) and
Life Cycle Assessments (LCA) studies need to be considered in selecting the future
energy sources, the feasible fuel, and the vehicle technology.

Electrification of drive trains might offer a step change technology based on its
excellent WtW energy efficiency (JRC et al., 2008); an ICE catravelingng around
50 km/day requires an average of 40 kWh/day versus the 10 kWh/day for an
electric vehicle, (MacKay, 2009). This tendency will also open the possibility to
use alternative energy paths to secure mobility (security of energy supply) making
road transport more independent from crude oil. Also, t, the intelligent integration
of electric vehicles into the existing power grid decentralized and flexible energy
storage (V2G concept, e.g. see Smartgrids, 2009) might offer new possibilities to
the global management of electric energy offer and demand.

During the last few decades, the environmental impact of the petroleum-based
transportation infrastructure, along with the peak oil, has led to renewed interest in
electric transportation infrastructure. Electric vehicles differ from fossil fuel-
powered vehicles in that the electricity they consume can be generated from a wide
range of sources, including fossil fuels, nuclear power, and renewable sources such
as tidal power, solar power, wind power, or any combination of those.
 10

An electric vehicle (EV), also referred to as an electric drive vehicle, uses one or
more electric motors or traction motors for propulsion. Three main types of electric
vehicles exist, those that are directly powered from an external power station, those
that are powered by stored electricity originally from an external power source, and
those that are powered by an on-board electrical generator, such as an internal
combustion engine (a hybrid electric vehicle) or a hydrogen fuel cell. Electric
vehicles include electric cars, electric trains, electric lorries, electric airplanes,
electric boats, electric motorcycles, scooters,s, and electric spacecraft. Proposals
exist for electric tanks, diesel submarines operating on battery power, for the
duration of the battery run, electric submarines, and some of the lighter UAVs
electrically powered.

Electric vehicles first came into existence in the mid-19th century, when electricity
was among the preferred methods for motor vehicle propulsion, providing a level
of comfort and ease of operation that could not be achieved by the gasoline cars of
the time. The internal combustion engine (ICE) is the dominant propulsion method
for motor vehicles but electric power has remained commonplace in other vehicle
types, such as trains and smaller vehicles of all types.
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ENVIRONMENTAL IMPACT OF
ELECTRIC AND HYBRID
VEHICLE

The Environmental impact of electric vehicles Due to the efficiency of electric

engines as compared to combustion engines, even when the electricity used to
charge electric vehicles comes from permitted sources, such as a coal- or gas-fired
powered plant, the net CO2 production from an electric car is typically one-half to
one-third of that from a comparable combustion vehicle. Electric vehicles release
almost no air pollutants at the place where they are operated. In addition, it is
generacentralizedto build pollutithenontrol systems into centralized power stations
than retrofit enormous numbers of cars.

Electric vehicles typically have less noise pollution than an internal combustion
engine vehicle, whether it is at rest or in motion. Electric vehicles emit no tailpipe
CO2 or pollutants such as NOx, NMHC, C, O, and PM at the point of use.

Electric motors don't require oxygen, unlike internal combustion engines; this is
useful for submarines. While electric and hybrid cars have reduced tailpipe carbon
emissions, the energy they consume is sometimes produced by means that have
environmental impacts. For example, the majority of electricity produced in the
United States comes from fossil vehicles coal and natural gas), so use the of an
electric vehicle in the United

States would not be completely carbon neutral. Electric and hybrid cars can help
decrease energy use and pollution, with local no pollution at all

being generated by electric vehicles, and may someday use only renewable
resources, but the choice that would have the lowest negative
 12

environmental impact would be a lifestyle change in favor of walking, biking, use

of public transit or telecommuting. Governments may invest in research and
development of electricity to reduce the impact on the environment, where they
could instead develop pedestrian-friendly communities or electric mass transit.

Environmental impact of hybrid car battery

2) Lithium-ion; both are regarded as more environmentally friendly than lead-

based batteries which constitute the bulk of petro car starter

batteries today. There are many types of batteries. Some are far more toxic than
others. Lithium-ion is the least toxic of the three mentioned above The toxicity
levels and environmental impact of nickel metal hydride batteries the type
currently used in hybrids are much lower than batteries like lead acid or nickel-
cadmium. However, nickel-based batteries are known carcinogens and have been
shown to cause a variety of teratogenic effects. The Lithium-ion battery has
attracted attention due to its potential for use in hybrid electric vehicles. Hitachi is
a leader in its development. In addition to their smaller size and lighter weight,
lithium-ion batteries deliver performance that helps to protect the environment with
features such as improved charge efficiency without memory effect.

The lithium-ion batteries are appealing because they have the highest-energy
density of any rechargeable batteries and can produce a voltage more than three
times that of nickel-metal hydride battery cells while simultaneously storing large
quantities of electricity as well. The batteries also produce higher output (boosting
vehicle how higher efficiencyiency (avoiding wasteful use of electricity) and
provide excellent durability, compared with the life of the battery broughughly
equivalent to the life of the vehicle. Additionally lately, the use of lithium-ion
batter-educes these thee overall weight of the vehicle and also achieves an imprfuel
economyonomy of 30%
 13

better than petro-powered vehicleconsequentnt reductionuction in CO2 emissions

helping to prevent global warming

Electric motor
The power of a vehicle’s electric motor, as in other vehicles, is measured in
kilowatts (kW). 100 kW is roughly equivalent to 134 horsepower, although most
electric motors deliver full torque over a wide RPM range, so the performance is
not equivalent, and far exceeds a 134 horsepower (100 kW) fuel-powered motor,
which has a limited torque curve.

Usually, direct current (DC) electricity is fed into a DC/AC inverter where it is
converted to alternating current (AC) electricity, and this AC electricity is
connected to a 3-phase AC motor. For electric trains, DC motors are often used.

Electromagnetic Radiation
Electromagnetic radiation from high-performance electrical motors has been
claimed to be associated with some human ailments, but such claims are largely
unsubstantiated except for extremely high exposures. Electric motors can be
shielded within a metallic Faraday cage, but this reduces efficiency by adding
weight to the vehicle, while it is not conclusive that all electromagnetic radiation
can be contained.

Mechanical
Electric motors are mechanically very simple. Electric motors often achieve 90%
energy conversion efficiency over the full range of speeds and power output and can
 14

be precisely controlled. They can also be combined with regenerative braking

systems that can convert movement energy back into stored electricity.

This can be used to reduce the wear on brake systems (and consequent brake pad
dust) and reduce the total energy requirement of a trip. Regenerative braking is
especially effective for start-and-stop city use.

They can be finely controlled and provide high torque from rest, unlike internal
combustion engines, and do not need multiple gears to match power curves. This
removes the need for gearboxes and torque converters.

Electric vehicles provide quiet and smooth operation and consequently have less
noise and vibration than internal combustion engines. While this is a desirable
attribute, it has also evoked concern that the absence of the usual sounds of an
approaching vehicle poses a danger to blind, elderly, and very young pedestrians.
To mitigate this situation, automakers and individual companies are developing
systems that produce warning sounds when electric vehicles are moving slowly, up
to a speed when normal motion and rotation (road, suspension, electric motor, etc.)
noises become audible.

Energy Efficiency
Electric vehicles 'tank-to-wheels efficiency is about a factor of 3 higher than
internal combustion engine vehicles. Energy is not consumed while the vehicle is
stationary, unlike internal combustion engines which consume fuel while idling.
However, looking at the well-to-wheel efficiency of electric vehicles, their total
emissions,
 15

while still lower, are closer to efficient gasoline or diesel in most countries where
electricity generation relies on fossil fuels.

It is worth noting that the well-to-wheel efficiency of an electric vehicle has far
less to do with the vehicle itself and more to do with the method of electricity
production. A particular electric vehicle would instantly become twice as efficient
if electricity production were switched from fossil fuel to wind or tidal primary
source of energy.

Thus when "well-to-wheels" is cited, one should keep in mind that the discussion is
no longer about the vehicle, but rather about the entire energy supply infrastructure
- in the case of fossil fuels this should also include energy spent on exploration,
mining, refining, and distribution
 16

OBJECTIVE OF THE STUDY

 To study the perceptions and expectations of potential, for alternative

technologies in automobiles, such as Electric/Hybrid Vehicles.

 To study the willingness of buyers of considering Electric/Hybrid Vehicles

as a practical commuting option and at when.

 To study the current expectations of consumers concerning Electric/Hybrid

Vehicles, this will lead to its potential for the future.

LIMITATIONS OF THE STUDY

1. We had Limited Access to Information.

2. There was a lack of time. The survey required more time .

3. There is always a chance of biasness in our study.

4. The problem of Incomplete information also exists.

5. A limited sample was available in our study.

6. Difficult to get access to the data because of a lack of information and the

facts were not up to date.

 17

LITERATURE REVIEW

In their study, Singh, Sharma (2021): lists the benefits and drawbacks of
marketing electric vehicles in India. The following are some of the benefits: When
compared to internal combustion engines, electric vehicles are more
environmentally friendly. Electricity is less expensive than fuel. In comparison to
internal combustion engines, electric vehicles require less maintenance. Electric car
challenges include electricity supply, electric vehicles cost higher than regular
vehicles, unavailability of charging stations, and shorter range after charging
causes consumers to be afraid of long driving. The high cost of electric vehicles is
one issue that deters consumers from purchasing them. To address this, the
government has promoted the use of electric vehicles in commercial vehicles by
offering incentives. However, electric automobiles are still at least 30% more
expensive due to imported batteries.

Ankita Nagpal (2020) attempts to uncover consumer perceptions of electric

vehicles in the Indian setting in her study. The study's goal is to look at the
elements that influence consumer purchasing intent. Low carbon levels, lower
maintenance costs, and government measures to incentivize consumers all
contribute to higher purchase intent. Other components that have an impact on the
consumer are television advertisements, after-sales service, and the wealth of
knowledge and information available on the internet. Increased disposable money,
as well as the availability of charging stations and systems, are variables that
impact people's decisions to acquire electric vehicles. Beena and Rakesh (2020)
investigated current and future trends in electric vehicle production and sales in
India, as well as emission
 18

standards for India, vehicle standards based on light-duty vehicle energy

consumption, emission reduction based on global warming for light-duty vehicles,
and examination of the EV market. According to the survey, there are numerous
barriers to overcome for EV adoption, and customers are eager to reduce pollution
and accept the possibilities, but the various costs are significant, so a cost-effective
car is expected in India.

Rajper S. Z. (2019) and colleagues analyzed the literature on electric vehicle

potential in poor nations. The study looked into electric two-wheelers (E2Ws),
hybrid vehicles, and electric four-wheelers (E4Ws). E2Ws are more affordable for
developing countries due to their low purchase price and low operating costs. In
developing countries with a big number of gasoline-powered two-wheelers on the
road, the E2Ws could be a viable answer. E4W deployment in developing
countries should be delayed until economies of scale can reduce the different costs
associated with E4Ws. Because HEVs are less expensive to purchase than E4Ws,
they may proliferate in developing countries.

Nazneen (2018) and co-authors aimed to identify customer perceptions of EV

benefits in terms of the environment, car cost, comfort, trust, technology,
infrastructure, and social acceptance in their study. Consumers are fully aware of
the benefits to the environment. More infrastructure facilities are needed by the
government. Governments and manufacturers must invest to shape consumer
perceptions and deliver the expected characteristics
 19

Karwa (2016) in a study comes up with the idea of educating electric vehicle
dealers and providing training. The hurdle to accepting electric vehicles is to
transfer knowledge from dealer to customer. The dealer sales staff is the main
direct contact with the customer. The dealership personnel was able to better
comprehend the value proposition of electric vehicles as a result of their regular
use, and they were able to engage with potential customers. The service area and
the front of the dealership should both have electrical infrastructure installed.
Dealership staff should be trained on EVSEs regularly. Multimedia tools and
streamlined one-page sales papers that show EV fuel savings, local incentives, and
advantages should be included in the training.

Helmus (2016) explores results and performance metrics to aid policymakers in

optimizing the rollout of charging infrastructure; enhancing the business case in his
research is a key performance indicator of charging infrastructure. Performance
measurement is essential for a successful charging infrastructure rollout and
operation. This involves the development of key result indicators (KRIs) and key
performance indicators (KPIs), which provide policymakers with data to use in
their interactions with stakeholders and projects. To extract appropriate KPIs, a
two-step technique was used: first, policymakers' stakeholders were analyzed
(resulting in a set of objectives and result indicators), and then these objectives
were translated into KPIs and intervention options.

Craig Morton (2016) and co-authors observed the impact of consumer innovation as

well as perceptions of electric vehicle functional capabilities on customer demand

for electric vehicles in their study on consumer preferences for electric vehicles.
The
 20

study proposes a framework for analyzing the impact of consumer innovation and
attitudes on electric car functional qualities

Afroz (2015) and his colleagues published a study to investigate how individual
values and attitudes influence consumers' purchasing intentions for electric
vehicles. Customers from Malaysia are the focus of the study. Individual
consequences (ICNs), such as measures of convenience, product size range, and
perceived utility, were found to be adversely connected to green purchasing
intention in the study (PIN). While consumers consider the fuel efficiency,
consumption, and comfort of a car when making a purchasing decision, they may
choose an electric vehicle if the manufacturer offers a battery recycling facility.
PIN has no statistically meaningful link with ECN's environmental impacts.
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RESEARCH METHODOLOGY

SAMPLE SIZE: An online structured Questionnaire was used. The survey was
time-bound. The responses were collected back out of 10 questions distributed to
60 people, 52 valid responses were received, out of 65.4% are males & 34.6% are
female.

Sampling area

GL Bajaj Campus, Bulandshahr.

Research design:
Exploratory.
Source of Data:
Primary and secondary data
PRIMARY: The first-hand data was collected by Survey form.
Sources of secondary data:

Journals, Internet, Newspaper, and Reports were used.

Statistical Tool used:
Survey form
Presentation of data:
Pie Charts
 22

YOUR PROFESSION

3%0%

20%

STUDENT

JOB

77% SELF EMPLO

OTHER

1 DATA ANALYSIS

INTERPRETATION:- In the above graph, 20% of people are in job , 3% of

people self empl. Where as 77% of people where students.
2
23

GENDER

38%
FEMALE

MALE
62%

INTERPRETATION:- In the above graph, 62% are male and 38% of people are
female.
3. 24

WOULD YOU BE INTERESTED IN OWING/CONVERTING YOUR

VEHICLE INTO EV/ HYBIRD VEHICLE

4%

29%
NO

YES

CAN'T SAY

67%

INTERPRETATION:- In the above graph, 29% of people are interested in

buying one , 67% of people are not agreeing where as 4% of people are confuesed
about purchasing.
4.
25
IF, YES HOW MUCH WOULD YOU EXPECT THE PRICE OF AN
ELECTRIC VEHICLE

8%

UPTO 5
LAC

38% 54%

UPTO
10 LAC

MORE
THEN
10 LAC

INTERPRETATION:- In the above graph, 38% of people think of upto 10lac

of price, 54% of people think of upto 5lac , whereas 8% of people think more than
10lac .
5.
26

WHERE WOULD YOU PREFER TO CHARGE ELECTRIC VEHICLE.

AT HOME AT WORK USING PUBLIC CHARGING FACILITY

23%

62% 15%

INTERPRETATION:- In the above graph, 62% of people will charge using

public charging facility, 23% of people will charge at home , whereas 15% will
charge at work.
6.
27

Do you feel that electric vehicle can improve the

environment

22%

YES

6%

NO

72%

Definietly

INTERPRETATION:- In the above graph, 22% nof people think that yes it
will make a great impact on environment , 6% of people say NO whereas 22% are
say definietly.
7.
28

The Electric vehicle demand will increase in future.

9.60%, 10%

19.20%, 19%
Agree
Strongly Agree
Disagree

71.20%, 71%

INTERPRETATION:- In the above graph, 71.2% of people are agreeing that

the demand for electric vehicles will increase in the future, while 19.20% strongly
agree that electric vehicle demand will increase in the future, whereas 9.60% of
people disagree that electric vehicle demand will increase in future.
8. 29

Do you have any electric vehicle in household/home

23%

YES NO

77%

INTERPRETATION:- In the above graph, 77% of people do have not any

electric vehicles in their houses, whereas 23% of people own electric vehicles
in their houses.
9. 30

How likely are you going to purchase a electric vehicle in

next 5 years .

6%

21%

Definitely buy one

Not expected
Unlikely to buy one

73%

INTERPRETATION:- In the above graph, 73% of people are going to

purchase an electric vehicle in the next 5 years, whereas 21% of people are not
expected to purchase any electric vehicle and 6% of people are unlikely to buy one.
 10.
31

HOW MUCH SUBSIDIES YOU EXPECT FROM GOVERNMENT ON

THE PRICE OF EV?
20% 10% OTHERS

8%

92%

INTERPRETATION:- In the above graph, 92% of our respondents expects 20%

subsidy from Government on the price of EV and 8% of our respondents voted for 10%
subsidy.
11.
32

WHAT SHOULD BE THE RANGE OF ELECTRIC VEHICLE WHEN

FULLY CHARGED
150-200 KM 100-150 KM LESS THAN 100 KM

23%

31%

46%

INTERPRETATION:- In the above graph shows that 46% says that range
should be 100-150km , 31% of people says that less than 100km , 23% of people
says that 150-200km .
 12.
33

WHAT SHOULD BE EXPECTED MAX. SPEED OF OF ELECTRIC

VEHICLE
150KMPH 80KMPH OTHER

0%
13%

87%

INTERPRETATION:- In the above graph shows 87% that max speed of ev

should be 150kmph, 13% of people says that 80kmph should be the speed.
 34

FINDINGS

After conducting the online survey among 52 respondents and analyzing the data,

the following data can be derived:

1. Out of our 52 respondents, a majority of 77% were students, 20% were

employed and 3% were self-employed

2. Out of our 52 respondents, 62% were male and 38% were female.

3. Out of our 52 respondents, 67% were interested in owning or converting

their vehicle into an EV or hybrid vehicle.,

4. 54% of our respondents said they expect the price of an EV should be less

than 5 lakhs while 38% said the price should be up to 10 lakhs and 8% were

in favor of more than 10 lakhs

5. 62% of our respondents voted for public charging facility for charging

their EVs, 23% were in favor of charging EVs at home while 15% said at

work would be better.

 35

6. Out of our 52 respondents, 94% felt EV would have a positive impact on the

n environment while 6% were not in favor.

7. Out of our 52 respondents, 90% felt the demand for EVs is likely to increase

in the n future while 10% disagreed.

8. Out of our 52 respondents, 77% already have electric vehicles in their homes

while 23% haven’t.

9. 73% of our respondents are considering to purchase an EV in the next 5

years, while 21% haven’t considered it yet and 6% are unlikely to buy an

EV.

10.46% of our respondents expect a range upto100-150km, 2expecteca ts

range should to 150-200km while 31% voted for less than 100km.

11.87% of our respondents expected that max. speed of an ev should be

150kmph while 13% voted for 80kmph.

12.Out of our 52 respondents, 92% were in favor of 20% of subsidies provided

by the govt. while 8% were in favor of 10%.

 36

RECOMMENDATION

1. In our study, the information is limited to a specific area.

2. According to our study, there is a lack of infrastructure so the perception

of consumer buying behavior was affected by it.

3. According to our study, the battery problem was a major concern that

should be resolved, by the usage of non-useable resources that should not

affect the environment.

4. According to our study, a lack of charging infrastructure was also a major

concern impacting the consumer perception to buy Electric Vehicles.

5. According to our study, we found that the current price of an electric

vehicle is very expensive so the price range should be according to what

consumers could afford.

6. According to our research, consumers expect subsidies from Government

so Government should launch some subsidies scheme so that our

respondents who are considering buying an EV should get benefitted.

 37

Managerial Implication of the study

Several implications emerge for not only marketers and manufacturers of EV but

also the government from this study.

EV adoption in India is right now in a nascent stage; people are unfamiliar and

hence may be sceptical for a move towards EV. Preference for EV will evolve as

technology advances, and as familiarity, penetration and SoC.In improve.

Decisive governmental policy on EV and well-articulated incentives applicable to

early adopters (manufacturer and consumer) will play a significant role in

switching to EVs.

ATT emerged as the main factor, which influenced the EV adoption. Hence, EV

manufacturers and marketers need to work on transforming ATT in a positive

direction towards EVs. Appropriate incentivization is also essential since as per the

results Perceived economic benefit (PEB) also affects BI via ATT.

The environment is a concern for all, Central and State governments, and every

human being, regardless of their stature. Introduction of green licence plates on

EVs
 38

can symbolize concern for the environment, and support with financial incentives

such as free or concessional toll, parking or priority at public places may enhance

adoption.

Hence, marketers’ communication in addition to the above should highlight the

expected features like

• Functional information such as range covered per battery charge, battery life and

maximum speed along with Quality specifications.

However, additionally,

• How the customer can affect the environment positively by adopting EVs.

• Incentives as applicable for adopting EVs.

These measures may fulfill the objective of bringing the members of the public

closer to EVs. Senior politicians and members of parliament may switch to travel

by EVs, thus setting examples for the common man. All stakeholders may launch a

campaign on the lines of ‘Swatch Bharat’. Celebrity endorsement is another means

 39

that may influence the adoption of EVs. Advertising should evoke the emotional

appeal that depicts the EV driver in a positive light, for example,

- Care for the environment

- Association with a high-status group

- Proud technology adopter

The suggested measures may have a significant influence on the consumer’s ATT,

which has a substantial impact on the adoption of EVs as per the findings of this

study.
 40

CONCLUSION

Technology is continuously advancing, which has allowed electric vehicles used to

become more and more feasible to travel distances. Many high-grade electric

vehicles such as the tesla models can easily travel long distances with the given

network of charging stations located in Canada. Not only can these high-grade

electric vehicles travel the distance, but they save money on gas and help promote

sustainable travel. Hybrid cars are more environmentally friendly than internal-

combustion vehicles. However, these vehicles do come with a high price tag,

which can be a deterrent for most working-class families.

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REFERENCES

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 42
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Annexure

1. What is your profession?

a) Student
b) Job
c) Self employ.
d) Others
2. Gender
a) Male
b) Female

3. Would you be interested in owing/converting your vehicle into EV/ hybrid

vehicle?
a) YES
b) No
c) Can’t say

4. If yes how much would you expect the price of an electric vehicle
a) Upto 5lac
b) Uptolac
c) More than lac

5. Where would you prefer to charge an electric vehicle.

a) At home

b) At work

c) Using public charging facilities.

6. Do you feel that electric vehicles can improve the environment?

a) YES

b) NO

c) Definitely

7. Do you feel that the demand for electric vehicles will increase in near future?
 44

a) Agree’

b) Strongly agree

c) disagree

8. Do you have any electric vehicles in your household/ home?

a) Yes

b) No

9. How likely are going to purchase an electric vehicle in the next 5 years?

a) Definitely buy one.

b) Not expected

c) Unlikely to buy one

10.What would be the range of an electric vehicle when fully charged?

a) 150-200km

b) 100-150km

c) Less than 100km

11.What should be expected max. speed of the electric vehicle?

a) 150kmph

b) 80kmph

c) other

12. how much subsidies you expect from the govt. on the price of EV?

a) 20%

b) 10%

c) other
45