CONSUMER BEHAVIOUR

(20121)

Term Assignment
On

“CONSUMER INSIGHT PROJECT”

(Brand & Company Name)

POST GRADUATE DIPLOMA IN MANAGEMENT

(Term-III; Batch 2023-25)

Under the Supervision of

Dr. DEEPAK SINGH

Associate Professor- Marketing & Strategy

Submitted by
Group 4

JAIPURIA INSTITUTE OF MANAGEMENT

A-32 A, Sector 62, Institutional Area, Noida- 201309 (U.P.)
APRIL 2024
 INTRODUCTION

The global electric vehicle (EV) market is developing at a rapid pace. According to
EV volumes, overall electric vehicle reached a global share of 8.3% (including
battery electric vehicles [BEVs] and Plug- in hybrid electric vehicles [PHEVs]) in
2021 from 4.2% in 2020 with 6.75 million vehicles on the road.
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This is an increase of 108% as of 2020. EVs are gaining attention across the globe
as they help reduce emissions and depletion of natural resources. The Indian EV
market is also evolving fast as close to 0.32 million vehicles were sold in 2021, up
168% YoY. Ongoing electric vehicle adoption in India is based on the Paris
agreement to reduce carbon emissions, to improve the air quality in urban areas and
reduce oil imports
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 MARKET OPPORTUNITY & SIZE OF MARKET

EV Market in India

The Indian electric vehicle (EV) market is experiencing rapid growth, with a projected CAGR of
36%. NITI Aayog has set ambitious targets for EV sales penetration by 2030 to reduce dependence
on conventional energy resources and achieve net zero carbon emissions by 2070. Uttar Pradesh,
Karnataka, and Tamil Nadu have emerged as leaders in EV sales, with Uttar Pradesh dominating
the three-wheeler segment, Karnataka leading in two-wheelers, and Maharashtra in four-wheelers

Dddkm fkemkef.

This growth is supported by favorable government policies and programs, leading to robust EV
sales in 2021, with 0.52 million EVs registered over the last three years, according to the Ministry
of Heavy Industries.
 State-Wise-EV Sales Trend in 2021

Source: EV Reporter

Hero Electric, Okinawa and Ather Energy controls the electric two-wheeler market in India with
a combined market share of 64%. Hero Electric has a market share of 36% followed by Okinawa
with 21%. Ather Energy with an 11.1% market share is slowly gaining f market share, as the
company is currently expanding its d distribution network across India. In the passenger vehicle
segment,

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Tata Motors enjoys a commanding position in electric vehicle space with a market share of 71%,
led by their two key models, Nexon and Tigor EV. MG Motors India enjoys the second position
and offers the longest-range EV (MG EZS provides 439 KM range on a single charge).

Other Indian manufacturers have announced their models and is expected to be launched in the
future.cccccc
Source- Car Dekho, gaadiwaadi, e-vehicle info.,Rushlane.

The Government of India has always been at the forefront of framing policies
related to EV adoption in the country.

Few of the programmes launched by the government to increase EV adoption

are shown below:

## India Electric Vehicle Market Analysis:

The Indian electric vehicle (EV) market is experiencing significant growth, driven by various
factors such as state subsidies, encouragement of adoption among private automobile owners and
corporate fleets, government norms, incentives, and awareness of e-mobility. The market is
estimated to reach USD 110.74 billion by 2029, growing at a CAGR of 26.05% from 2024 to 2029.
Battery electric vehicles (BEVs) are witnessing substantial growth, supported by state subsidies
and incentives. In terms of vehicle type, commercial vehicles are the largest segment, followed by
passenger vehicles.

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However, the passenger vehicle segment is expected to grow rapidly due to the increasing demand
for passenger vehicles and the limited availability of electric commercial vehicle models in India.
 India Electric Vehicle Market Trends:
This section covers the major market trends shaping the India Electric Vehicle Market according
to our research experts:

Commercial Vehicles is the largest segment by Vehicle Type.

• FAME program offers subsidies for hybrids and EVs, ranging from INR 11,000 to INR
1,34,000, benefiting various vehicle types. dsdsdsds
• Central and state governments provide tax advantages, including lower excise rates and
reduced VAT for hybrids and EVs compared to conventional vehicles.
• Manufacturers passing on these advantages to consumers, expected to boost sales of
hybrids and EVs in India.

Market opportunities:

• EV push in India creates business opportunities in mobility, infrastructure, and energy

sectors.xss
•
 • Opportunities include EV franchising, OEM market, battery infrastructure, solar vehicle
charging, and battery swapping technology.
• NITI Aayog estimates total investment of US$ 267 billion for complete EV transition,
including EVs, battery, and charging infrastructure.
• EV industry could add 10 million direct jobs by 2030, creating 50 million indirect jobs,
according to MSDE.

Several automobile companies have plans to participate in the EV industry as listed in the
table below:

• FAME India Scheme: Launched in 2015 to promote hybrid and electric vehicles,
FAME-II aims to support 1 million e-two-wheelers, 0.5 million e-three-wheelers, 55,000
e-passenger vehicles, and 7,000 e-buses with a budget outlay of US$ 1.3 billion (Rs.
10,000 crore), extended until 2024.
• PLI Scheme: Introduced for Advanced Chemistry Cell Battery Storage, with a total
outlay of US$ 2.45 billion (Rs 18,100 crore) disbursed over five years to beneficiaries
once manufacturing facilities are set up.
• Battery Swapping Policy: NITI Aayog's draft policy aims to implement battery
swapping infrastructure in metropolitan cities with over four million population and
major cities with over 500,000 population over 1-2 years and 2-3 years, respectively,
from the launch date.

• Other Initiatives-

• Tax exemption of up to Rs.1,50,000 (US$ 1,960) under section 80EEB of income

tax while purchasing an EV (2W or 4W) on loan.

• Reduction of customs duty on nickel ore (key component of lithium-ion battery)

from 5% to 0%.

• State- wise reduction of road tax and other incentives.

Market Opportunities:
 • Business opportunities in EV franchising, EV OEM market, battery infrastructure, solar
vehicle charging, and battery swapping technology.
• NITI Aayog estimates a total investment of US$ 267 billion (Rs.19.7 lakh crore) in EVs,
battery infrastructure, and charging infrastructure for complete transition to EVs.
• Ministry of Skill Development and Entrepreneurship (MSDE) suggests the EV industry
could add 10 million direct jobs by 2030, creating 50 million indirect jobs.

Automobile Companies have plans to participate in EV Industry are

as under:
Company EV related plans

Kia plans to manufacture small SUV EVs in India for

Kia global markets in 2025.

Maruti Suzuki plans to launch its first EV model in India

by 2025.
Maruti Suzuki

Tata Motors bags an order worth US$ 678 million (Rs

5,000 crore) order from the government for electric
Tata Motors buses; it plans to launch 10 more EVs in India.

Hyundai plans to launch IONIQ 5 EV in India by the

Hyundai second half of 2022.

Hopcharge, a Gurgaon- based start-up has created the

world’s first on-demand doorstep fast charge service.
Hopcharge

MG Motors India has partnered with Bharath petroleum

for expanding the EV charging infrastructure.
MG Motors

Mahindra & Mahindra

Mahindra and Mahindra targets to launch 16 EV models
across its SUV and LCV categories by 2027.
 Market Segment Profiling

• A market segment profile provides a detailed description of a specific

market segment, including consumer needs, behavior, brand preferences,
and product usage levels.
• It offers a demographic and psychographic description of the segment, along
with measures of segment size and growth.
• The purpose of a market segment profile is to provide an in-depth
understanding of consumers within each segment for comparison and
strategy purposes.

Consumer Persona

Demographics:

• Age: The target demographic is typically between the ages of 25 and

45, a key age group for consumer spending.
• Gender: Both male and female consumers are included, with a slight
bias towards men.
• Income: The segment consists of middle to upper middle class
individuals, indicating higher disposable income.
• Education: Consumers typically have a college degree or higher,
indicating a level of sophistication and awareness.
 Psychographics:

• Lifestyle: Consumers in this segment are environmentally

conscious and demonstrate a commitment to sustainable living.
• Values: Sustainability, reducing the carbon footprint and adopting
green practices are core values for this segment.
• Motivation: Consumers are motivated by cost savings in the long
term, as well as supporting new technologies and reducing
dependence on fossil fuels.
• Purchase Behavior: Research-oriented and discerning, consumers
in this segment seek reliable and reputable brands and are willing to
pay a premium for quality and sustainability.

MARKET RESEARCH FOR CONSUMER INSIGHTS

OBJECTIVES:

❖ To study the perception and expectations of consumers about electric vehicles.

❖ To know why electric vehicles could not getting enough customer attraction.
❖ To study the current threat which is causing slow growth of electric vehicles.

SCOPE OF THE STUDY:

◆ The study has been carried out e which the respondents are the potential customers.
◆ This study helps to know consumer buying behaviour towards electric vehicles.
◆ The structured Questionnaire was provided to the customers to find their purchase decision of
electric vehicle.
 RESEARCH METHODOLOGY

The main purpose behind the study was to meet the wants and needs of the consumers and
provide valuable information regarding Electric/Hybrid Vehicle. Also to know whether the
consumers The basic requirement for success of any formal marketing research project is a
sound research design. A good research design is purely and simply the framework or plan
for a study that followed in completing a study.

Type of study (Research Design) Descriptive research design

Nature of Study Quantitative & Qualitative
Type of Questions Close ended
Type of Questionnaire Structured Questionnaire
Primary data collection tool Questionnaire
Secondary data collection tool Research Paper,Magazines,company
websites etc.
Sample method Non-probability sampling
Sampling technique Convenience sampling technique
Sample size 110 respondents

Primary data
The first-hand data was collected by us through various sources. Sources of primary
data are the sampling units chosen.

Sample size:

• For the present study 60 respondents were selected.

Sampling technique:

• For selecting required respondents simple random sampling

technique was used.
 Tools and techniques:

Tools for collecting primary data:

➢ Interview method:

A Questionnaire of 16 Questions was prepared for which appropriate options were made
available for respondents to select from. The questionnaire was created with the help of Google
Docs which was in a format of Electronic Survey Form. It was easy to send the form via mail to n
number of users. Apart from this the Questionnaire was easily uploaded on various social
networking sites.

Observation:

It was easy for respondent to fill up the questionnaire and submit it online, the result of which
was saving of time and reach maximum respondents.

Secondary data

These are second hand readymade data collected by some other agency but not by
the researcher. Source could be internal or external records. Secondary data gives the
detailed information about the company. The main detail about when the company was
started, where the company was started, first etc. the secondary data gives all information
which is unavailable in primary data.

Sources of secondary data:

➢ Journals
➢ Internet
➢ Newspaper and Reports were used.
 Following is the questionnaire format:

Hello, we the students of Jaipuria Institute of Management, Noida Batch 2023-2025 are gathering
information related to acceptance and knowledge of people about alternative technologies in automobiles
such as Electric/Hybrid Vehicles for our Consumer Behavior project.
Please help us by filling up this questionnaire which will take 10-15 minutes.

Please put a (  ) mark against each option wherever required.

Your Profession: -  Student  House wife  Retired 

 Self Employed  Job Other (please specify) _____________
Gender: - M F

1) Do you have any vehicle? Yes No If yes total no. of vehicles
____

2) Is it a
Two-Wheeler Three-Wheeler Hatch Back Sedan
SUV MUV Pickup Truck
Other (please specify) ___________

3) Is most of your daily travelling in city, on the highway or mixed?

City Highway Mixed

4) Also let us know the mode of transportation you prefer, and approx. distance travelled.
Own Vehicle Taxi/Auto Rickshaw Public Bus Train
<100km <150km >200km Other (please specify) _____________

5) Have you heard about Electric/Hybrid vehicle? Yes  No

6) Would you be interested in owning/converting your vehicle into Electric/Hybrid Vehicle?
Yes No Can‘t say

7) If yes, then how much would you expect to be the price of an Electric Vehicle/ Hybrid Vehicle?

Two-wheeler _____________ Three-wheeler__________ Hatchback__________

Sedan ____________ SUV _____________ MUV
_______________
Pik
|up Truck ___________ Other (please specify) _____________What is
preventing you from purchasing an Electric Vehicle?
 Nothing, I plan to buy an electric vehicle soon
 The present cost of electric vehicles is too high
 The vehicles available at the moment don't have enough range on a single charge to meet my
needs
 I need more information about the technology before I would make a purchase
 It would be difficult to set up charging in my building/home
 Other (please specify) _________________

8) Would you like to know more about Electric/Hybrid vehicle? Yes  No

9) If yes from which source? Television Ads  Auto Expo 

Magazines

 Live Demo  Internet Websites  Blogs  Newspaper Ads

10) Where would you prefer to charge your Electric Vehicle if you were to buy one in the future?
At home At work Using public charging facilities

11) What should be the range of an Electric Vehicle when fully charged? (In approx.)
Less than 100 km 100-150 km 150-200 km Other (please
specify) ___________
12) What should be the expected maximum speed of an Electric Vehicle? (In approx.)
Up to 80kmph 150kmph Other (please specify)
_____________

13) How much would you spend on changing the batteries once it gets exhausted? (In INR approx.)
5000 15000 250000 50000 Other (please specify)
________

14) How much subsidies you expect from Government on the price of batteries of Electric/Hybrid Vehicles?
(In approx.)
10% 20 % Other (please specify) _____________

15) How much premium would you pay for additional development or manufacturing cost of infrastructure?
(In INR approx.)

25000 50000 75000 100000 Other (please specify)

________
 The Result’s of the Questionnaire
The survey was taken with the help of 60 respondents.
18
16
14
12
10
8
6 Male
4 Female
2
0

Q.1. Do you have any vehicle? If yes, total no. of vehicles?

Total

49

24 22
11
1

Yes No One Two More

vehicle Vehicles than two
vehicles

Q.2. If yes, what is the Vehicle-type?

4% 4% 0% 0%
Two Wheeler
10%

Three
22% 57% Wheeler
Hatch Back

3%
Q.3. Would you be interested in owning/converting your vehicle into Electric/Hybrid Vehicle?

Total Male Female

27
24
20
14
9 10
7 7
2

Yes No Can't Say

Q.4. Is most of your daily travelling in city, on the highway or mixed? Also let us know the mode
of transportation you prefer and approx. distance travelled.

8
Train 4
9
3
Public Bus 3
12
4
Taxi/Auto Rickshaw 1
10
15
Own Vehicle 3
16
0 5 10 15 20

Mixed Highway City

Q.5. What is the total approx. distance travelled by you daily?

0% 10%
0 to 5
14% 6 to 10
13%
25% 11 to 20
16%
21 to 40
22%
40 to 80
 Q.6. Have you heard about Electric/Hybrid vehicle?
Male Female Total

51

35

16
9
6
3

No Yes

Q.7. Would you be interested in owning/converting your vehicle into Electric/Hybrid Vehicle?
Heard about electric vehicles
Not heard about electric vehicles
Total
27
24 24
18
9 9
6
3
0

Yes No Can't Say

If yes, then how much would you expect to be the price of an Electric Vehicle/ Hybrid Vehicle?
14 Price inbetween
12
10 5000 to 10000
8
6 10001 to 30000
4
2
0
30001 to 60000

60001 to 100000
Q.8. What is preventing you from purchasing an Electric Vehicle?

No. of respondants

20

12 12 12

Nothing, I plan The present cost The vehicles I need more It would be Other
to buy an of electric available at the information difficult to set
electric vehicle vehicles is too moment don't about the up charging in
soon high have enough technology my
range on a before I would building/home
single charge to make a
meet my needs purchase

Q.9. Would you like to know more about Electric/Hybrid vehicle? If yes, from which source?
35
30
25
20
15 30
10 25
17 12
5 9
0 5 4

Total no. of Respondants

 Q.10. Where would you prefer to charge your Electric Vehicle if you were to buy one in the
future?
40
30
20
10
No. of espondants
0
At home At work Using
public
charging
facilities

Q.11. What should be the range of an Electric Vehicle when fully charged?
20
15
10
Total no. of
5
respondants
0
less 81 to 200 to more
than 81 200 km 300 km than 300
km km

Q.12.What should be the expected maximum speed of an Electric Vehicle?

30

25

20

15
Total no. of people
10

0
0 to 80 81 to 150 200 and
above
Q.13. How much would you spend on changing the batteries once it gets exhausted?

more tan 50000

Pick up Truck
20000 to 50000
SUV 10000 to 20000
Hatchback 5000 to 10000
3001 to 5000
Two-Wheeler
1000 to 3000
0 5 10

Q.14 How much subsidies you expect from Government on the price of batteries of
Electric/Hybrid Vehicles?

5
10
15
20

Q.15. How much premium would you pay for additional development or manufacturing cost
of infrastructure?
8

5 2001 to 5000
5001 to 10000
4
10001 to 20000
3 20001 to 50000
2 50001 to 100000
more than 100000
1
0 to 2000
0
 Analysis of the Data
• More no. of males compared to females has opted for the survey.
• A large no. of people have their profession as job
• More of the two-wheeler owners were interested in buying/converting their
vehicles into Electric/Hybrid vehicles.
• Most of the people (male) prefer their own vehicles for daily travelling and the
distance travelled by them daily falls in between 40-80 km.
• Most of the people have their daily travelling in the city as well as on the highway
(mixed) or only in the city.
• A major section of female students has shown much interest to get more details
about Electric/Hybrid vehicles technologies.
• Most of the two-wheeler owners expect the price of their electric vehicle (two-
wheeler) should be in between 30000 to 60000 INR.
• Most of the Sedan owners expect the price of their electric vehicle to be around
60000 to 100000 INR. It is assumed with this price they are interested in converting
their existing car into Hybrid Vehicles.

Where the main cause of concern and were preventing people from buying an Electric
Vehicle.

• Majority of the people would like to know more about Electric Vehicles from News
Paper Ads and Live Demo Vehicles.
• Almost all of the people would prefer to charge their vehicles at home and from public
charging stations. Which is a cause of concern as development of such infrastructure is
still in nascent stage.
• Though it was found that majority of the people daily travel around 80km, however still
most of the people would expect an Electric Vehicle to travel around 80 to 150 km on
single charge. The current Reva can cover 100 km (max.) when fully charged.
• Majority of two-wheeler owners and hatchback owners are willing to pay around 5000 to
10000 and 20000 to 50000 INR respectively for the replacement of batteries once
exhausted, which is a positive response from consumers. An Electric Vehicle’s batteries
 have to be replaced with in 4-5 yrs (Min.) regularly which cost around 20000 to 50000
depending on quality of the battery.
• Speed the Electric Vehicle is not a concern with people for buying an Electric Vehicle.
• Even government subsidies are not a concern with people for buying an Electric Vehicle.

➢ It is found that most of the people are ready to pay a onetime premium amount as
an additional development or manufacturing cost of infrastructure. It depends on
the type of vehicles own by people for e.g. two-wheeler owners expect to pay a
premium amount of 2000 to 5000INR.

Psychological & Personal Factors’

Suitable ‘Need Arousal Technique’

Sometimes adding the psychological component to marketing is being referred to under the name
''Advertising need technique". It is the process of creating the urge to use the inactive products or
services which have been hidden in the consumers' memories for a long time, both consciously
and unconsciously. Here's how we can apply this technique effectively for launching an EV
(Electric Vehicle) in India: Let us have the last part of our discussion on how to use these powerful
words to efficiently target our EV (Electric Vehicle) launching strategy for India.

➢ Environmental Awareness:
• Benefits: CO2 reduction, clean energy production.
• Call to action: Implement sustainable transport systems for a better environment.

➢ Cost savings:
• Incentives: Lower charging costs compared to fuel.
• Emphasis: Lower fuel and maintenance costs make electric cars an economical
investment.
 ➢ Technological innovation:
• Features: Regenerative braking, instant torque, high connectivity.
• Insight: Electric cars showcase the technological prowess of the 21st century.

➢ Energy independence:
• Impact: Electric cars reduce dependence on oil imports and increase energy security.

➢ Urban mobility solutions:

• Appeal: Electric cars offer clean and efficient urban transport, fighting traffic jams
and pollution.

Consumer Personality:
IME Model:

The consumer personality and brand personality for the targeted EV service based on the IME
model and the specified brand personality traits: he consumer personality and brand personality
for the targeted EV service based on the IME model and the specified brand personality traits:

• Innovative: Specific target those customer segment who are pioneer in adapting
automotive technical progress. Such high-end specifications as electric vehicles and
environmentally friendly improvements not only intrigue but also ensure high demand
among car enthusiasts.

• Modern: Connect with consumers who are identified with society as trendsetters, and
they seek products with fashionable values like environment `friendly' and latest
technology in use.

• Eco-friendly: Use the advertising from the environmentalist’s perspective which appeals
to individuals who seek to decrease their carbon footprint and champion environmentally
friendly initiatives.
 CAD-Compliant; Aggressive; Detached Model:

• Compliant: Discount products within the target consumers' market, who consider the
provision of quality designs and encompassing design regulations as a factor of
preference for nicely designed and standard quality products.
• Aggressive: Offer your automobiles to those who lead the passion for power and daring
styling combined with exceptional driving qualities.
• Detached Model: Target consumers who like freedom and self-determination
highlighting the trend of autonomy over the vehicles that they are used to. It is the
example where the fuel free technology is superior to the traditional one.

Brand Personality:

INNOVATIVENESS:

• Open individuals are early adopters of innovations.

• EVs appeal to open individuals seeking new experiences.
• EVs symbolize a shift towards sustainable transportation.
• Open individuals value the social and environmental impact of EVs.

COMPETENCE:

• Targets People Open to Being Convinced and Those Who Weigh Their Options
• The brand's expertise in producing high-quality electric vehicles at an affordable price
point.

SINCERITY:

• Emphasize honesty, reliability, and affordability.

• Position the brand as trustworthy and down-to-earth, offering practical solutions for
everyday transportation needs.
 PERCEPTUAL MAP:

POSITIONING STRATEGY:
Based on perceptual mapping and market research, our positioning strategy for the EV in India
would focus on:

• Premium Eco-Friendly Option: Developing the EV as a status symbol, which the

nature-loving consumers, who value the luxury and sustainability as one unit, look for.
• Innovation Leader: It is extremely important to highlight technics innovations and
future-oriented characteristics positioning our EV as the top innovator within the electric
vehicle industry.
• Accessible Luxury: Offering sustainability for the many instead of the privileged few by
demonstrating how our EV is an affordable alternative to supercars enjoyed by the well-
off few.
 Choice of Prominent Colors for packaging and promotions:

The colors of packaging and promotion materials employed have vital contribution of it in
helping to create an image of the brand and evoke feelings.

For our EV:

• Green: Portraying and promoting all these values: eco and environmental friendliness,
ecological sustainability, and innovation.
• Silver or White: Companies in this way reflect the kind, clean, and civilized modernity.
• Blue: They are the visual representations of credibility, credibility, and technological
innovation.

Perceived Risks and Mitigation:

Addressing perceived risks associated with EV adoption is essential for building consumer
confidence:

• Range Anxiety: Teach buyers about the EV's range and the expanding charging station
infrastructure so that they gain the confidence to drive the cars.
• Charging Convenience: Invoke the message about fast charging and the convenience of
home or public charging stations.
• Maintenance Costs: Make sure to state your product doesn't need as much maintenance
as traditional vehicles and you will spare a lot of money for the long run.
• Resale Value: Commit to the selling point of EVs' future residual value and the evolving
electric vehicle's market demand.
 Consumer Learning for Electric Vehicles:

• Demonstrations and Test Drives.

• Educational Workshops and Events.
• Digital Resources and Multimedia Content.
• Collaborations and Partnerships.

Consumer Attitude Formation & Change

ATTITUDE MODEL: TRI-COMPONENT ATTITUDE MODEL:

The Cognitive Component:
Consists of-
Beliefs, Perceptions, and Knowledge about EVs,
Including considerations of performance, Cost, Environmental impact, and
Technological advancement.

The Affective Component:

Involves emotions such as Excitement, Curiosity, skepticism, or Concern about
range anxiety and charging infrastructure.

The Behavioral Component:

Includes actions like Researching EV options, Test driving, Purchasing, and
Advocating for electric mobility.
 ATTIUDE FORMATION SOURCES:
➢ Direct Experience and Interaction:

• Personal experiences with EVs, such as test drives or ownership,

significantly shape consumer attitudes.
• Interactions with EV sales representatives, owners' communities, and EV-
related events provide opportunities for information exchange and influence
consumer perceptions.

➢ Social Influence and Observation:

• Observing and discussing EVs with peers, family members, and social
networks influence consumer attitudes through word-of-mouth
recommendations, social norms, and social comparison processes.
• Social media platforms, online forums, and user-generated content
contribute to shaping attitudes by providing access to diverse opinions,
reviews, and testimonials.

➢ Informational Sources and Education:

• Access to reliable and credible information from sources such as

manufacturer websites, automotive publications, government agencies, and
independent research organizations informs consumer attitudes.
• Educational initiatives, workshops, and campaigns increase consumer
awareness and understanding of EV technology, benefits, incentives, and
charging infrastructure.

➢ Marketing and Branding Strategies:

• Marketing communications, advertisements, and branding efforts by EV

manufacturers influence consumer attitudes by highlighting product features,
benefits, and brand values.
• Brand reputation, perceived quality, and alignment with consumer values
contribute to shaping attitudes towards specific EV brands and models.
 ATTITUDE FUNCTIONS FOCUSED:

Social factors:

➢ Reference groups:
• These are groups of people with whom individuals compare themselves or
take cues from in terms of behavior, attitudes, and values. In the context of
EV adoption, reference groups can influence consumer behavior by shaping
opinions and preferences.

➢ Family influence:
• Family members can play a significant role in the decision-making process,
especially in a collectivist society like India. Understanding the roles in the
family, such as who makes the purchasing decisions, is essential.

➢ Role in the family:

• Different family members may have different degrees of influence on
decisions related to EV adoption. For example, the head of the family or the
primary caregiver may have a greater say in decision-making.

➢ Family Life Cycle (FLC) Stages:

• Different stages of the family life cycle, such as starting a family, raising
children or retirement, can influence the adoption of EVs. The needs and
priorities of individuals and families differ at different stages.
• Empty Nesters: Create an appeal for the empty nesters or retirees who are
selling their big homes for greener living space with eco-friendly mindset.
Use EVs to make it an affordable car that can be used for weekends and
holidays while living sustainably. It may play an important role in building
EV use among those who are aging.

➢ Social status categories:

• Social status can influence the perception of electric cars. Factors such as
prestige, social norms and aspirations can play a role in shaping attitudes
towards electric mobility.
 Cultural factors:

➢ Cultural beliefs:
• Cultural beliefs, including language, symbols, rituals, and artifacts, shape
perceptions of technology, including EVs. These cultural elements can
influence how individuals perceive and adopt new technologies.

➢ Indian Core Values:

• Indian culture emphasizes certain core values such as environmental care
and sustainability. These values can drive interest in EVs, in line with
cultural beliefs, and influence consumer attitudes towards electric mobility.

DISPOSAL TECHNIQUES USED:

The acceptable EV disposal methods are critical to put in due consideration to

environmental sustainability and safety. Here are some suggested disposal
techniques:

“GET RID OF IT”

• Recycling Programs:
Establish or join specific recycling programs for EV parts such as batteries,
motors, and electronic parts. The production of EVs requires the mining of
various minerals and materials. Furthermore, the building of charging
stations and replacing fossil fuel infrastructure with power cables can affect
the natural environment and land usage. Recycling ensures materials
reclamation and slashes environmental problems in the course of dumping
compatible EVs.

• Trade-In Programs:
One of the initiatives should be a trade-in option to older models or EVs at
the end-of-life to motivate car owners to go for the newer ones. These
vehicles now ready to be sold to car dealers can be dismantled at that point
and recycled in a responsible manner.
• Partnerships with Recycling Facilities:
Increase cooperation with authorized recycling centres that feature trained
experts or firms that are capable of recycling EV components in a worrying-
free and efficient way. By setting the environmental-friendly limitations and
rules the facilities should adhere to.

“KEEP IT”

• Repurposing Parts:
Consider the option of incorporating old items like front or rear panel of EV
in other new product such as EV Animation. As a personal example, when
batteries are no longer to be used in devices, their storage can be repurposed
into static energy backups or storage systems.

• Educational Purposes:
Dispose deactivated EVs to institutions of education, research, or
professional knowledge establishments which can use them to create
practice places that students can learn in.

• Artistic or Creative Projects:

Team in with artists or creators simply to recycle and re-purpose EV
components for artistic displays or any other creative ventures. This is not
only having the sustainable but also forming ties within the society and the
appreciation for the renewable energy sources.

• Historical Preservation:
Preserving of the outstanding EVs for the display in museums in exhibitions
or cultural heritage sites is needed? The chronicle of electrical transportation
can become a pedagogical tool to teach the general public about the
necessity of ecologic mobility.
 MARKET MIX STRATEGY

NAME OF OUR COMPANY:

volmot ev cars

TAGLINE:
“EV today, better tomorrow”

PRODUCT/SERVICE STRATEGY:

Brand Name & Logo:

➢ Brand Name: VolMot

• from the combination of "Voltage" and the natural meaning of the word
"Motion, "showing a connection between volt and the car movement.

➢ Logo

The streamlined and high-end logo

with the word "VolMot" in contrasting
light green font representing
sustainability and dynamics lines for
motion on the white background,
symbolizing contrast.
 Product/Service Features:
• Riding the wave of technology with the use of intelligent electric vehicles boasting
advanced technology, eco-friendly design, higher performance and desirability.
• A distinctive performance of this vehicle is its long-range charging, fast charging,
intelligent connectivity, and luxurious upholstery.

Label Description:

• "VolMot: Build-Up of Your Post on Long-term Sustainability:

• Learn about the "VolMot's EV's Electric Mobilization Through History". VolMot offers
EVs of different classes for different needs.

Packing Description:

• Sustainability is our main priority, therefore we have made sure our packaging is
minimalist and made from recyclable materials which are most ecofriendly.
• Each vehicle is provided with a detailed user manual that provides comprehensive
information of the vehicle ownership and warranty details to ensure a smooth ownership.

Brand Positioning:

• Volmot is a pioneer in the market of electric vehicles and its prime adventure is to give
customers brand new ecofriendly cars and thereby to reinvent the mission of being the
mobile future.
• Highlights innovation, performance, and environmental accountability to match social
awareness of the classy spirits lowers.

Brand Personification:

• VolMot is metaphor in the storm of a thinker and an ambitious company, which always
remains environmentally friendly and forward-looking.
• Designs luxury cars with cutting edge technology, quality and fancy, presenting it to those
who choose both appearance and brains.
 Price Strategy:

➢ Market Penetration:
• Consider setting prices at competitively high values at an early stage
to compensate for the need of speedy market penetration and gaining
a larger market share in a short period of time.

➢ Product Mix Pricing:

• Provide a selection EV models with the variety of price levels in order
to give the people from different segments an opportunity to choose
those which better meet their demands.

Place (Distribution) Strategy:

➢ Distribution Channels:

• Online: Develop the official Volmot website for the brand to include the
option to buy a vehicle and guarantee a smooth online purchase process.

• Offline: Open showrooms which are only for displays and organized in
metropolitan areas to provide personal service to the customers.
 Promotion Strategy:
Text:

• "Travel into a Sustainable Sustainable Future with VolMot - the Only Place
where Innovation and Sustainability Collide!"
• "Experience Clean Energy with VolMot's Electric Vehicles: Express Your
Environmental Consciousness Through Powerful Green Technology."

Images:

• The display has been designed with sharp and allure visual scenes,
demonstrating the cutting edge designs of EVs, novel features, and green
driving experience.
• Cognitive symbolism which pictures the consumers using the VolMot EV on
their pleasure trips to charging station and countryside.

Appeal:

• Attracts individuals who are environmentally conscious and still want to get
good-looking, high-efficiency cars that don't greatly impinge on the
environment.
• Highlights the intangible individual impact of moving to our sustainable
future that promotes a healthier environment through the measurement of how
you transport from point a to point b.

Celebs:

• Collaborating with celebrities and influencers who have the keenness for
green initiatives and have values similar to VolMot brand will be one of the
ways of endorsing the brand with the aim of supporting and marketing its
products.
Media Mix:

• For network usage, combine a varied set of digital channels, such as social
networks, online advertisements, and influencer cooperation.

If you’re planning to use digital channels, make sure to include the print ads,
television commercials, and catchy PR campaigns in your marketing strategy.

A strong brand identification, pricing that is competitive, distribution channels

that are well strategized and engaging promotion strategies are the
determinants that derive VolMot’s potential to make an impact in the electric
vehicle market. The impact will be to drive large-scale adoption of sustainable
transportation solutions.
THANKYOU!!

GROUP 4

Ashwani Kumar JN23MB017

Mayank Pethkar JN23MB033

Ashutosh JN23MA019

Anmol Pratap Singh JN23MB006

Shelly Aggarwal JN23MA056

Gautam jain JN23SM23