An empirical study on impact of marketing strategy on consumer awareness towards zero emission vehicles in India

Abstract

The early market growth for electric vehicles continues, but a number of barriers prevent their more widespread uptake. These barriers include the additional cost of the new technology, the relative convenience of the technology considering range and charge times, and consumer understanding about the availability and viability of the technology. Hence, this research focuses on the marketing strategy that a electric vehicle company applies to create awareness among Indian consumers. The objectives of this paper are to examine the challenges faced by electric vehicle market in India, to analyse the marketing strategies applied by electric vehicle sector and to study the impact of marketing strategies on consumer awareness towards electric vehicles. It is found that the future of electric vehicle market in India is very bright but it depends of certain factors. In this paper, an attempt is also made to study the impact of marketing strategy on the awareness level of consumers and it is found that there is significant impact of marketing strategy on consumer awareness towards electric vehicle market in India