A

Study
On
“Consumers decision making while buying an electric vehicle”
A Project Submitted to

Bhagwan Mahavir College of Commerce & Management Studies

In partial fulfilment of the requirement

For the award of degree of

Bachelor of Business Administration

In

Marketing
Submitted by
Rathore Sahil Dayakrishna
Under the guidance of
Mrs. Komal Shah
BHAGWAN MAHAVIR UNIVERSITY, SURAT
[MARCH, 2025]
 DECLARATION
I, Rathore Sahil Dayakrishna student of Bhagwan Mahavir College of Commerce &
Management Studies - Surat, hereby declare that the project report has been undertaken as a part
of 6th Semester of Bachelor of Business Administration (BBA) syllabus of BHAGWAN
MAHAVIR UNIVERSITY, Surat. I declare that this report has not been submitted to any other
university or institute for any other purpose.

Date:

Place: Bhagwan Mahavir College of Commerce & Management Studies

[Sign]
[Rathore Sahil Dayakrishna]
 ACKNOWLEDGEMENT
Undertaking the research for my Bachelor of Business Administration (BBA)
degree has been a collaborative effort, and I am deeply grateful for the support of
numerous individuals. Firstly, I am thankful to God for granting me the wisdom and
confidence necessary to accomplish this endeavor. It is through the contributions of
these individuals that my passion and interest have been transformed into a robust
body of knowledge, forged through rigorous empirical work and scientific analysis.
I extend my heartfelt appreciation to Dr. Cheta Desai, I/c Director of Bhagwan
Mahavir College of Commerce & Management Studies - Surat, for providing me
with the opportunity to undertake this project.
I am also indebted to my internal guide, Mrs. Komal Shah whose unwavering
assistance at every stage of this project has been instrumental in its completion.
Finally, I extend my gratitude to all those who have supported me directly or indirectly
throughout the duration of this project.
 ABSTRACT

This report takes a closer look at what really goes on in people’s minds when they’re
thinking about buying an ELECTRIC VEHICLE (EV) in India. With the growing
buzz around eco-friendly transportation, EVs are becoming more popular—but not
everyone is fully convinced yet. Through an online survey of 54 people in Gujarat,
this study digs into what motivates or holds people back when it comes to making
the switch.
We found that many people like the idea of EVs because they’re better for the
environment and come with government perks, but concerns like not enough
charging stations, limited driving range, and higher upfront costs are still big
roadblocks. Most respondents had heard of EVs and some had even used them, but
many were still on the fence about buying one.
Overall, the study shows that people are interested—but not fully ready. If we want
to see more EVs on the roads, we need to work on better infrastructure, more
awareness, and making people feel confident in what they’re getting. This report
gives helpful insights for car makers, policy folks, and marketers looking to make
EVs more appealing and accessible to everyday buyers.
 INDEX
Sr. No Chapter Contents Page No.
1 Certificate by College
2 Declaration
3 Acknowledgement
4 Abstract
5 Index
6 Chapter 1 Introduction
1.1 Introduction 1
1.2 Objective 7
1.3 Importance 7
7 Chapter 2 Review of Literature
2.1 Review of Literature 9
8 Chapter 3 Research Methodology
3.1 Problem statement 13
3.2 Research Objective 13
3.3 Research Design 13
3.4 Data Collection Methods 13
3.5 Sample Design 13
3.6 Research Tools 14
3.7 Scope of the Study 14
3.8 Limitations of the study 14
9 Chapter 4 Data Analysis/Interpretation
4.1 Data Analysis/Interpretation 15
10 Chapter 5 Research findings
5.1 Finding 27
5.2 Key Takeaways: 29
5.3 Conclusion 30
5.4 Suggestions 30
11 Bibliography 31
12 Appendices 33
 Chapter-1
Introduction
1.1 Introduction
The marketing philosophy of business assumes that an organization can best serve, prosper
and attain profit by identifying and satisfying the needs of its customers. This however, is a
recent thinking; various definitions of marketing have been given from different
perspectives, exchanges and utility being the two important ones. The current millennium
has unfolded new business rules, the most significant of them being that past or experience
in a given product market is no indicator for future success. Market leadership cannot be
taken for granted because customer loyalty does not exist. The customer today has a much
wider choice.
The Indian automobile industry has historically been a good indicator of how well the
economy is doing, as the automobile sector plays a key role in both macroeconomic
expansion and technological advancement. The two-wheelers segment dominates the
market in terms of volume, owing to a growing middle class and a huge percentage of
India’s population being young. Moreover, the growing interest of companies in exploring
the rural markets further aided the growth of the sector. The rising logistics and passenger
transportation industries are driving up demand for commercial vehicles. Future market
growth is anticipated to be fuelled by new trends including the electrification of vehicles,
Consumers are now presented with a new array of choices when deciding to switch from
traditional gasoline-powered vehicles to electric vehicles. This report aims to analyse the
CONSUMER BEHAVIOUR key factors influencing consumer decision-making when
purchasing an electric vehicle, including financial considerations, environmental impact,
technological innovations, and social influences.

Consumer brhaviour

Consumer behavior is the study of how people buy, what they buy, when they buy and why
they buy. Consumer Behavior is the psychology behind marketing the behavior of
consumers in the marketing environment. Two major psychological disciplines come into
play when observing and trying to explain consumer behavior. The first is Cognitive
Psychology which is a study of all knowledge related (mental) behavior. The attention,
perception, memory and decision making are the various aspects of Cognitive Psychology
that play an important role in consumer behavior. The second psychological discipline that
has theories to explain certain phenomena of consumer behavior is Social Psychology. It is
the study of the manner in which the personality, attitude, motivation and behavior of an
individual influence and are influenced by groups.

A consumer making a purchase decision will be affected by following Factors/dynamics:

• Cultural Factors
• Social Factors

1
 • Personal Factors
• Psychological Factors
The marketer must be aware of these Factors in order to develop an appropriate marketing
plan for its target market.

Cultural Factors:
Cultural Factors exert the greatest impact on consumer buying behavior. A buyer is always
influenced by his culture, sub-culture and social class. Culture can be described from the
dawn of civilization; human beings have been looking for ways and means to better their
lives. Culture is the most fundamental determinant of a person’s wants and behavior. Culture
refers to the set of values, ideas and attitudes that are accepted by a homogeneous group of
people and transmitted to the next generation. Whereas Subculture is a member of a culture,
shares most of the core values, beliefs and behaviors of that culture. However, most
individuals also belong to several subcultures. Each culture consists of a smaller sub culture
that provides more specific identification and each socialization for their members.
Subculture includes nationalities, religions, racial groups and geographic regions. Social
class determines to some extent, the types, quality and quantity of product that a person
buys or uses. Social class is a basis for identifying and reaching particular good prospects
for products and services.

Social Factors:
Man is a social animal. Hence his or her behavior is greatly influenced by social Factors
like reference groups, family, role and status. Reference groups: A person’s reference groups
consist of all the groups that have a direct or indirect influence on the person’s attitude or
behavior. Family: The family is the most important consumer buying organization in a
society. Family members constitute the most influential primary reference group. Roles and
Statuses: Each role that a person plays has a degree of status which is in relative terms
perceived by the society. It is the degree of influence that an individual exerts on the
behavior of others.

Personal Factors:
A consumer's decisions are also affected by his age, occupation, life- style and personality.

Psychological Factors:
A person’s acquired needs are influenced by certain psychological factors such as
motivation, perception, learning and beliefs and attitudes.

2
1.1.1 Electric Vehicle (EV) market in India

• India's Electric Vehicle (EV) sector is experiencing rapid growth, fuelled by government
incentives, rising environmental concerns, and technological advancements. With
initiatives like the Faster Adoption and Manufacturing of Hybrid and Electric Vehicles
(FAME) scheme, India aims to significantly increase EV adoption, revolutionizing its
transportation landscape towards sustainability and innovation.
• India has established an objective to elevate the proportion of Electric Vehicle (EV) sales
to 30% in private cars, 70% in commercial vehicles, 40% in buses, and 80% in two-
wheelers and three-wheelers by the year 2030. This equates to an ambitious objective
of 80 million EVs on Indian roads by 2030. Additionally, India strives for complete
domestic EV production through the 'Make in India' initiative.
• In 2023, the global electric vehicle market was valued at US$ 255.54 billion. It is
forecasted to reach approximately US$ 2,108.80 billion by 2033, growing at a significant
CAGR of 23.42% from 2024 to 2033.
• Sales of electric vehicles (EVs) in India saw a notable increase in January 2025, with a
19.4% MoM and 17.1% YoY growth, reaching 1,69,931 units.

3
• The shift towards electric vehicles on a global scale will create fresh opportunities for
automotive suppliers. The Indian EV battery market is projected to surge from US$ 16.77
billion in 2023 to a remarkable US$ 27.70 billion by 2028.
• On the infrastructure side, as of February 2024, there are 12,146 operational public EV
charging stations nationwide, Maharashtra has the highest number of EV charging
stations, followed by Delhi and other states. A recent Confederation of Indian Industry
(CII) report emphasized the necessity of establishing at least 1.32 million charging
stations in India by 2030 to facilitate the rapid growth of electric vehicles, requiring over
4,00,000 installations annually.
• Major industry players are striving to improve electric vehicle charging infrastructure,
Hyundai Motor India is enhancing accessibility to electric vehicles nationwide, expanding
its ultra-fast EV charging network with 11 new stations strategically located in cities
including Mumbai, Pune, Ahmedabad, Hyderabad, Gurugram, and Bangalore, as well as
along major highways.
• Maharashtra targets 10% share of EVs in all new vehicle registrations by Dec 2025.
• Karnataka has set a goal to electrify 100% of three and four-wheeler cargo vehicles by
December 2030.

4
1.1.2 Government Initiatives

FAME India
FAME stands for Faster Adoption and Manufacturing of (Hybrid &) Electric Vehicles in India.
The policy aims to encourage people to use electric vehicles in the country. The scheme is a
government subsidy program part of the National Electric Mobility Mission Plan (NEMMP). It
started in 2015 and has two parts: FAME India Phase I and Phase II.
Phase I
• In this phase of the scheme, the focus was on four main areas: (i) Generating demand, (ii)
Advancing technology, (iii) Piloting projects, and (iv) Developing charging
infrastructure.
• In Phase I, ~ US$ 65.3 million (Rs. 529 crore) were allocated for a period spanning four
years, from 2015 to 2019. This allocation facilitated support for around 2.78 lakh Electric
and hybrid vehicles, totalling incentives of US$ 42.3 million (Rs. 343 crore). Also, 520
charging infrastructures and 465 buses received approval for funding across different
cities and states as part of this initiative.
Phase II
• It was started in April 2019 with a total budget of US$ 1.43 billion (Rs. 10,000 crore).
• This phase focuses mainly on making public and shared transportation electric. It
provided incentives totalling US$ 234 million (Rs. 1,869 crore) to support 470,000
electric vehicles. Additionally, it approved 6,315 e-buses for use in over 65 cities and

5
 sanctioned 2,877 charging stations. Over 100 electric vehicle models were also approved
during this period.
• As part of the FAME-II scheme, financial assistance, such as subsidies, was provided for
establishing public charging infrastructure. This initiative aims to build trust and
confidence among electric vehicle users.

1.1.3 Key Players in Indias EV market

• EXIDE
• OLA Electric
• TATA Motors
• ATHER
• Nexcharge
• AMARON

1.1.4 Types of Electric Vehicles

Battery Electric Vehicles (BEVs)

BEVs are also known as All-Electric Vehicles (AEV). Electric Vehicles using BEV
technology run entirely on a battery-powered electric drivetrain. The electricity used to
drive the vehicle is stored in a large battery pack which can be charged by plugging into the
electricity grid. The charged battery pack then provides power to one or more electric motors
to run the electric car. To find out more about BEVs, click below.

Hybrid Electric Vehicle (HEV):

HEVs are also known as series hybrid or parallel hybrid. HEVs have both engine and
electric motor. The engine gets energy from fuel, and the motor gets electricity from
batteries. The transmission is rotated simultaneously by both engine and electric motor. This
then drives the wheels. To find out more about HEVs, click below.

Plug-in Hybrid Electric Vehicle (PHEV):

The PHEVs are also known as series hybrids. They have both engine and a motor. You can
choose among the fuels, conventional fuel (such as petrol) or alternative fuel (such as bio-
diesel). It can also be powered by a rechargeable battery pack. The battery can be charged
externally. To find out more about PHEVs, click below.

6
Fuel Cell Electric Vehicle (FCEV):
FCEVs are also known as Zero-Emission Vehicles. They employ ‘fuel cell technology’ to
generate the electricity required to run the vehicle. The chemical energy of the fuel is
converted directly into electric energy. To find out more about FCEVs, click below.

1.2 Objective
The primary objective of this report is to critically examine the factors that influence
consumer decision-making in the context of purchasing electric vehicles (EVs). This
study seeks to:
1. Identify and analyze the key psychological, economic, social, and environmental
determinants that affect consumer preferences and choices related to EVs.
2. Explore the decision-making process undertaken by consumers—from problem
recognition to post-purchase behaviour—within the framework of electric vehicle
adoption.
3. Segment consumers based on their attitudes, behaviours, and levels of adoption,
thereby providing a nuanced understanding of market dynamics.
4. Offer data-driven insights and strategic recommendations for stakeholders, including
automotive manufacturers, marketers, policymakers, and infrastructure developers, to
enhance consumer engagement and accelerate the adoption of electric mobility.
5. Contribute to the academic discourse on sustainable consumer behaviour, particularly
in the emerging field of green transportation and technology acceptance.

1.3 Importance
This report explores the key factors influencing consumer decision-making in the purchase
of electric vehicles (EVs). As the global automotive industry undergoes a shift toward
sustainable mobility, understanding consumer behaviour is critical to accelerating EV
adoption.
The study reveals that environmental concern, cost savings on fuel, government incentives,
and technological innovation are strong motivators for EV buyers. However, barriers such
as high upfront costs, limited charging infrastructure, and range anxiety continue to
influence purchasing hesitation.
Our analysis categorizes consumer behaviour into different buyer personas—early adopters,
practical buyers, and hesitant users—each with unique priorities. The report also highlights
the growing importance of brand trust, after-sales support, and integration with smart
home/tech systems in the buying decision.

7
Insights from this report aim to guide manufacturers, marketers, policymakers, and
infrastructure developers in creating targeted strategies that address consumer needs and
ultimately accelerate the transition to electric mobility.

Advantages of Electric Vehicles (EVs)

• Environmentally Friendly
o Zero tailpipe emissions help reduce air pollution.
o Lower greenhouse gas emissions (especially when powered by renewable
energy).
• Lower Operating Costs
o Electricity is cheaper than petrol or diesel.
o Fewer moving parts lead to lower maintenance (no oil changes, fewer
mechanical repairs).
• Government Incentives
o Subsidies, tax rebates, and registration benefits are often available in many
countries, including India (FAME II).
• Smooth and Quiet Ride
o EVs are nearly silent and offer instant torque, providing a smooth driving
experience.
• Energy Efficiency
o EVs convert over 77% of electrical energy from the grid to power at the
wheels, whereas conventional cars only convert about 12%–30%.
• Home Charging Convenience
o Users can charge their EVs overnight at home, avoiding fuel stations
altogether.
• Reduced Dependency on Fossil Fuels
o EVs support energy diversification and reduce reliance on imported oil.

Disadvantages of Electric Vehicles (EVs)

• Higher Upfront Costs

o EVs generally cost more to buy than conventional vehicles, although this gap
is narrowing.
• Limited Driving Range
o Most EVs offer less range than petrol/diesel cars; this is called "range
anxiety."
• Longer Refuelling Time

8
 o Charging an EV takes much longer than filling a fuel tank—even with fast
chargers.
• Limited Charging Infrastructure
o In many regions (especially rural and tier-2 cities in India), charging stations
are still insufficient.
• Battery Degradation
o Over time, EV batteries can degrade, reducing range and performance
(replacement is costly).
• Limited Model Variety
o Fewer choices in EV models compared to conventional vehicles, though this
is changing quickly.
• Environmental Concerns in Battery Production
o Mining for lithium, cobalt, and other minerals has environmental and ethical
concerns.
• Cold Weather Performance
o EV batteries can perform poorly in extreme cold, affecting driving range and
charging speed.

9
 Chapter 2
Review of Literature
2.1 Review on literature
Understanding consumer behavior in the context of electric vehicle (EV) adoption is a
multidimensional process influenced by various psychological, economic, social, and
cultural factors. This literature review aims to critically examine the key determinants that
shape consumer decisions regarding EV purchases, with a particular emphasis on the Indian
market while drawing insights from global studies.

Psychological Factors
Psychological factors refer to the internal attributes that influence consumer choices,
including attitudes, perceptions, motivations, and beliefs. Numerous studies have pointed
to the growing importance of environmental concern, personal innovativeness, and risk
perception in driving EV adoption.

Egbue and Long (2012) argue that environmental consciousness and technological
enthusiasm are major motivators for early adopters of electric vehicles. Consumers who are
more environmentally aware tend to show a higher willingness to purchase EVs, viewing
them as a sustainable alternative to conventional internal combustion engine vehicles.
Similarly, Rezvani et al. (2015) provide a comprehensive overview of how psychological
constructs such as perceived behavioural control, personal norms, and emotional appeal
shape EV acceptance. They stress that individual beliefs about the convenience, reliability,
and environmental benefits of EVs are pivotal in forming positive attitudes toward adoption.

Further, Barth et al. (2016) explore how collective efficacy and social norms influence the
psychological readiness to embrace EVs, especially in a country like Germany. Their
findings reveal that individuals are more inclined to consider EVs if they believe their peers
and society at large support eco-friendly behaviors. Schuitema et al. (2013) similarly
emphasize the role of intrinsic motivations—such as values, identity, and self-image—in
consumers' sustainable transport choices.

Wang, Tang, and Pan (2018) extend the analysis globally, comparing various countries and
concluding that stronger psychological alignment with green values significantly correlates
with higher EV penetration rates. These insights underline the crucial role that marketing
campaigns and awareness programs can play in reshaping consumer attitudes toward
electric mobility.

9
Economic Factors
Economic considerations remain the most significant barrier or incentive for consumers
contemplating EV purchases. These factors encompass the upfront cost of the vehicle, long-
term savings, government incentives, and the availability of supportive infrastructure.

Sierzchula et al. (2014) reveal that consumers often perceive EVs as expensive due to their
higher initial cost compared to traditional vehicles. However, their research highlights that
when consumers are informed about total cost of ownership (TCO), including lower fuel
and maintenance costs, the perception of EVs becomes more favorable. In a similar vein,
Li et al. (2017) demonstrate that indirect network effects—such as the availability of
charging stations and service support—influence EV market growth.

Government interventions have proven effective in shaping consumer decisions. Diamond

(2009) conducted a state-level study in the U.S. showing how subsidies, tax rebates, and fee
waivers can significantly increase hybrid and electric vehicle sales. In India, policy
frameworks like FAME I & II (Faster Adoption and Manufacturing of Hybrid and Electric
Vehicles) have been crucial in addressing cost-related concerns. Narassimhan and Johnson
(2018) argue that combining demand-side incentives with infrastructural development
yields better outcomes than isolated policies.

A notable Indian policy perspective is provided by the NITI Aayog (2020), which outlines
strategies to mobilize finance for EVs, focusing on accessible loans, insurance models, and
leasing options. The policy document stresses that financial instruments can lower the entry
barrier for middle-income consumers.

Cost remains a critical factor in the decision-making process. Studies have found that high
upfront prices, despite lower long-term operating costs, deter many consumers (Eg. bue &
long, 2012). Government incentives, including tax breaks and subsidies, play a significant
role in reducing perceived financial risks (Sierzchula et al., 2014).

Social Factors
Social influences are often overlooked yet are critical in consumer decision-making. These
include social norms, family and peer recommendations, lifestyle compatibility, and
symbolic meanings associated with EV ownership.

Axsen and Kurani (2011) suggest that EV adoption is not solely a personal decision but
often a socially embedded one. They find that word-of-mouth recommendations and
community behavior significantly influence an individual’s likelihood to consider an EV.
Similarly, Lane and Potter (2007) highlight the attitude-action gap, noting that although

10
consumers express interest in green transportation, social pressure and the fear of deviating
from mainstream choices delay actual purchase behavior.

Ozaki and Sevastyanova (2011) delve into consumer motivations, identifying a dual set of
drivers: altruistic motives (e.g., reducing environmental impact) and egoistic motives (e.g.,
status signaling). In urban India, where lifestyle branding is important, owning an EV is
increasingly seen as a reflection of one’s modern and eco-conscious identity.

Graham-Rowe et al. (2012) and Moons & De Pelsmacker (2015) further argue that family,
culture, and peer influence weigh heavily in consumers’ decision-making. Their studies
show that even among consumers with limited knowledge about EVs, positive
reinforcement from trusted social networks can lead to increased adoption interest.

Social norms and peer influence are also substantial factors. According to Axsen and Kurani
(2012), consumers often rely on the experiences of early adopters within their social circles,
and social validation reinforces the perception of EVs as modern and responsible choices.

Cultural and Regional Considerations (Focus on India)

India’s complex demographic landscape demands a localized approach to understanding EV
adoption. Urban centers like Delhi, Bangalore, and Mumbai have shown promising trends
in EV adoption, driven by better infrastructure and awareness. However, rural and tier-2
markets lag behind due to affordability concerns and limited infrastructure.

The KPMG (2021) report on India’s EV landscape outlines both challenges and
opportunities, pointing out that while urban demand is rising, mass-market penetration
requires coordinated efforts across states. Deloitte India (2020) adds that safety concerns,
resale value apprehensions, and limited model availability are key deterrents among Indian
consumers.

Bansal, Kockelman, and Wang (2017) explore the impact of connected and autonomous
vehicle trends on EV adoption, suggesting that bundled innovation may accelerate
acceptance. The Council on Energy, Environment and Water (CEEW, 2021) provides
valuable insights into behavioral patterns among Indian EV users, emphasizing the need for
targeted communication and better after-sales service networks.

Finally, Deka (2004) emphasizes the social and environmental justice aspects of urban
mobility, calling for inclusive transportation planning that considers low-income
populations who may be excluded from the EV revolution due to financial constraints.

11
Consumer Decision-Making Models
Foundational models such as the Engel-Blackwell-Miniard Model and Kotler’s five-stage
buying process provide a structured framework for analyzing consumer decisions. These
models suggest a linear progression from need recognition to post-purchase behaviour
(Kotler & Keller, 2016), which becomes especially relevant for high-involvement products
like EVs.

Environmental Concern and Sustainability

Environmental awareness is one of the strongest motivators behind EV adoption.
Consumers who identify with sustainable and eco-conscious values are more inclined to
choose electric mobility (Barbarossa et al., 2015). Pro-environmental attitudes are often
linked to internal moral norms, contributing to a favourable attitude toward EVs (Jansson,
Marell, & Nordlund, 2010).

Hardman, S., Chandan, A., Tal, G., & Turrentine, T. (2017), in their paper titled "The
effectiveness of financial purchase incentives for battery electric vehicles – A review of the
evidence", published in Renewable and Sustainable Energy Reviews, emphasize that
awareness of environmental benefits and government policy interventions significantly
increases EV purchase intention. Their analysis of global case studies shows that when
consumers are well-informed about the environmental implications of their choices, along
with the policies that support sustainable alternatives, they are more likely to shift toward
electric vehicles.

Technological Acceptance and Performance Factors

Using the Technology Acceptance Model (TAM), researchers have shown that perceived
ease of use and usefulness influence the likelihood of adopting EVs (Davis, 1989).
Specifically, consumers are highly sensitive to vehicle range, battery performance, and
charging time (Rezvani, Jansson, & Bodin, 2015).

Infrastructure and Range Anxiety

The lack of accessible charging infrastructure contributes to range anxiety—defined as the
fear of a depleted battery without available charging options (Neubauer & Wood, 2014).
Addressing this challenge through public infrastructure and home charging solutions has
been shown to significantly improve consumer willingness to adopt EVs.

Brand Trust and Post-Purchase Experience

Trust in the brand and in after-sales service significantly affects consumer confidence.
Moons and De Pelsmacker (2012) emphasized that reliable after-sales support, warranty
guarantees, and clear communication of technical specifications are critical in reducing
purchase uncertainty.

12
 Chapter 3
Research Methodology
3.1 Problem statement
Despite the growing popularity and environmental benefits of electric vehicles (EVs), many
consumers still face significant challenges in the decision-making process when considering
purchasing an EV. These challenges include limited awareness of EV benefits, concerns
about charging infrastructure, high upfront costs, uncertainty around battery life and
maintenance, and lack of clarity on government incentives. This complex interplay of
economic, technological, and psychological factors leads to hesitation or delay in adoption,
even among environmentally conscious buyers.

3.2 Research Objective

Understanding the key factors influencing consumer decisions—such as perceived value,
total cost of ownership, availability of charging infrastructure, performance expectations,
and social influence—is critical for manufacturers, policymakers, and marketers to create
targeted strategies that can accelerate EV adoption.
3.3 Research Design
The study has been conducted through descriptive research as it will help identifying the
cause of something that is happening. A structured instrument used to measure the
characteristic described in the research questions using approach.
• Type: Descriptive and exploratory research.

• Approach: Quantitative methods.

3.4 Data Collection Methods

• Primary Data:
o Surveys (questionnaires distributed online).
• Secondary Data:
o Industry reports, government EV policy documents, previous academic research.

3.5 Sample Design

• Target Population: Car buyers or potential car buyers aged under 20 to above 50.
• Sample Size: The data collection size is 54 respondents collected through online with the
help of Google forms.
• Sampling Technique: Stratified random sampling (by age, income, region).

13
3.6 Research Tools
Structured questionnaire technique using Google from through online is used for data
collection study and questionnaire was distributed to the respondents with a given before
filling.

3.7 Scope of the Study

Geographically: The study was conducted considering people of Gujrat(India).
Time Scope: The study of Consumer Buying behaviour towards EV Vehicles was between
January to April.
Content Scope: The study specifically looked at what influences them on making decision
on whether to buy not to buy EV vehicles and their POV regarding EV vehicles.

3.8 Limitations of the study

• The whole study is conducted through online only
• Due to my job, I could only interact with project guide through virtual media only.
• The study is only on consumers buying behaviour add decision-making.

14
 Chapter 4
Data analysis/Interpretation
4.1 DATA analysis/interpretation
• The data collected from the 54 respondents was analyzed and presented in a pie chart
format.
• The study findings are illustrated in figures

4.1.1 Indication of age

Data Interpretation

Age Group Percentage Approximate Count (out of 54)

Under 20 4% 2
21–30 24% 13
31–40 56% 30
41–50 4% 2
Above 50 12% 6
Total 100% 54

The data reveals a skew toward mid-career individuals (31–40), which might indicate that
the survey or activity is more relevant or accessible to this demographic. It also suggests
limited participation from both very young and older adults.

15
4.1.2 Gender Distribution of the Respondents

Data Interpretation:
• Male respondents make up the majority (72%), indicating a significant gender
imbalance.

• Females represent 24% of the group.

• Only 4% identified as other, reflecting minimal non-binary representation.

• The data suggests limited gender diversity, with an opportunity to improve inclusivity
in future engagements or surveys.

4.1.3 Occupation of the respondents

Data Interpretation:
• The largest group (32%) consists of Business Owners, indicating a strong
entrepreneurial demographic.

• Employed individuals make up 28%, representing a solid working-class presence.

• Students form 16%, suggesting moderate participation from younger respondents.

16
 • Both Retired and Other categories each comprise 12%, highlighting some diversity
beyond standard roles.

4.1.4 Monthly income of the respondents

Data Interpretation:
• The two largest income groups, each with 29.2% of respondents, are earning between:

o 15,000 – 30,000/-

o 50,000 – 100,000/-

• 25% of respondents earn over 150,000/-, indicating a sizable high-income segment.

• The smallest group (16.7%) falls in the 100,000 – 150,000/- range.

This shows a relatively balanced income distribution with a lean towards middle-income
brackets and a notable portion in the high-income group.

17
4.1.5 Location of the respondents.

Data Interpretation:
• The majority of respondents, 48%, are from Urban areas, indicating strong city-based
participation.

• 44% belong to Semi-Urban regions, showing a nearly equal distribution with urban
areas.

• Only 8% come from Rural areas, pointing to a smaller rural representation in this
dataset.

4.1.6 How much familiar respondents are with EV vehicles.

Data Interpretation:

Familiarity Percentage Calculation Number of

Level Respondents
Not at all 8% 8% of 54 = 0.08 4
× 54
Slightly 20% 20% of 54 = 11
familiar 0.20 × 54

18
 Moderately 36% 36% of 54 = 19
familiar 0.36 × 54
Very familiar 20% 20% of 54 = 11
0.20 × 54
Expert level 16% 16% of 54 = 9
0.16 × 54

• The majority (19 people or 36%) are moderately familiar with electric vehicles.
• Only 4 respondents have no familiarity at all, showing a generally aware audience.
• Nearly 1 in 3 people (20% + 16%) report being very familiar or at expert level.

4.1.7 Have respondents ever driven or used EV vehicles

Data Interpretation:

• A strong majority (76% or 41 people) have driven or used an electric vehicle.

• Only 24% (13 people) have not experienced using one, suggesting broad firsthand
familiarity with EVs in this group

19
4.1.8 Are respondents aware of any government incentives/subsidies for EV?

Data Interpretation:

Response Percentage Calculation Number of

Respondents
Yes 60% 60% of 54 = 0.60 × 32 respondents
54
No 20% 20% of 54 = 0.20 × 11 respondents
54
Not sure 20% 20% of 54 = 0.20 × 11 respondents
54

• 32 out of 54 people are aware of government incentives or subsidies for EVs — a

positive indicator of policy visibility.
• However, 22 people (41%) either said No or were Not sure, suggesting room for better
outreach or public education on EV-related benefits.

20
4.1.9 Where did respondents get info about EVs?

Data Interpretation:

Source of EV Percentage Calculation Number of

Information Respondents
Social media 32% 32% of 54 = 17 respondents
0.32 × 54
Friends/Family 32% 32% of 54 = 17 respondents
0.32 × 54
Dealerships 4% 4% of 54 = 2 respondents
0.04 × 54
News/TV 12% 12% of 54 = 6 respondents
0.12 × 54
Online 12% 12% of 54 = 6 respondents
Blogs/Reviews 0.12 × 54
Company 8% 8% of 54 = 4 respondents
Websites 0.08 × 54

• Social media and friends/family are the top sources of EV information, each cited by 17
people (32%).
• Traditional sources like dealerships are the least used, with only 2 respondents relying
on them.
• Online and media-based platforms (blogs/reviews, news/TV) together serve 22% of the
group.

21
4.1.10 If respondents were to buy a new vehicle today, will they choose an EV or not?

Data Interpretation:

Response Percentage Calculation Number of

Option Respondents
Yes 20% 0.20 × 54 11 respondents
No 24% 0.24 × 54 13 respondents
Probably 36% 0.36 × 54 19 respondents
Not Sure 20% 0.20 × 54 11 respondents

• The most common response is “Probably”, with 19 out of 54 respondents (36%)

leaning toward purchasing an EV.
• Only 13 people (24%) firmly rejected the idea.
• A combined 41 respondents (76%) are either open to or unsure about choosing an EV.

22
 4.1.11 What is the biggest barrier stopping respondents from buying an EV?

Data Interpretation:

Barrier Percentage Original Recalculated Interpretation

Count Count (54)
(25)
Limited 44% 11 24 Primary
range concern; range
anxiety
remains a
major barrier.
Lack of 20% 5 11 Significant;
awareness better
education and
marketing
could boost
EV interest.
Preference 16% 4 9 Indicates
for reluctance to
traditional switch from
vehicles familiar
technology.
High price 8% 2 4 Financial
concern,
though not the
biggest barrier.
Uncertain 8% 2 4 Reflects long-
resale term
value investment
hesitation.

23
Limited 4% 1 2 Least concern;
charging suggests
stations charging
infrastructure
may be
adequate for
respondents.

• Limited Range (44%) is the top concern, affecting 24 out of 54 respondents –

suggesting range anxiety remains a significant barrier to EV adoption.
• Lack of Awareness (20%) affects 11 people, which means education and marketing
around EVs could have a strong impact.
• Preference for Traditional Vehicles (16%), with 9 responses, shows that habits and
comfort zones still influence purchase decisions.
• High Price and Uncertain Resale Value (8% each) – both show moderate concern (4
responses each), highlighting financial uncertainty as a secondary issue.
• Limited Charging Stations (4%) – with only 2 respondents, this barrier appears to be
less of a concern in the group surveyed, possibly due to regional factors or perceived
charging availability.

4.1.12 Would a government subsidy influence respondents decision to buy an EV?

Data Interpretation:
• Limited Range (44%) is the top concern, affecting 24 out of 54 respondents –
suggesting range anxiety remains a significant barrier to EV adoption.
• Lack of Awareness (20%) affects 11 people, which means education and marketing
around EVs could have a strong impact.
• Preference for Traditional Vehicles (16%), with 9 responses, shows that habits and
comfort zones still influence purchase decisions.
• High Price and Uncertain Resale Value (8% each) – both show moderate concern (4
responses each), highlighting financial uncertainty as a secondary issue.

24
 • Limited Charging Stations (4%) – with only 2 respondents, this barrier appears to be
less of a concern in the group surveyed, possibly due to regional factors or perceived
charging availability.

4.1.13 Are respondents willing to wait for delivery if it means getting and electric
vehicle

Data Interpretation:

• Limited Range (44%) is the top concern, affecting 24 out of 54 respondents –

suggesting range anxiety remains a significant barrier to EV adoption.
• Lack of Awareness (20%) affects 11 people, which means education and marketing
around EVs could have a strong impact.
• Preference for Traditional Vehicles (16%), with 9 responses, shows that habits and
comfort zones still influence purchase decisions.
• High Price and Uncertain Resale Value (8% each) – both show moderate concern (4
responses each), highlighting financial uncertainty as a secondary issue.
• Limited Charging Stations (4%) – with only 2 respondents, this barrier appears to be
less of a concern in the group surveyed, possibly due to regional factors or perceived
charging availability.

25
4.1.14 On a scale of 1 to 5 how likely are respondents to recommend an EV to others?

Data Interpretation:

No. Description Percentage Number of Respondents

(Approx.)
1 Not likely 16.7% 9
2 Slightly unlikely 8.3% 4
3 Maybe 54.2% 29
4 Likely 8.3% 4
5 Most likely 12.5% 7
Total 100% 54

The data shows that most respondents are open but non-committal (rating 3), suggesting
that informative campaigns, user testimonials, and firsthand experiences could shift
them toward becoming promoters. Around 20% are strong supporters, while 25% remain
hesitant.

26
 Chapter 5
Research Findings
5.1 Finding
The research is done on consumers decision making behaviour about on which basis do they
take decision of buying and not buying the electric vehicles and this research left us with a
number of findings. All these findings are and conclusions are drawn from the
questionnaires, which are filled by the respondents online with the help of Google form.

Based on the data presented in your pie charts across the charts, here are the key research
findings regarding consumer decision-making when it comes to buying electric vehicles
(EVs):

5.1.1 Demographics of Respondents

• Age: Majority are aged 21-30 (56%), followed by 31-40 (24%). This suggests a young to
middle-aged demographic is most engaged.
• Gender: Predominantly male (72%), with female (24%) and other (4%).
• Occupation: Most are business owners (32%) and employed individuals (28%). Only
16% are students.
• Location: Majority reside in urban areas (48%), followed by rural (44%), and semi-
urban (8%).

5.1.2 Familiarity and Experience with EVs

• Familiarity:
o Only 20% are very familiar with EVs.
o 36% are moderately familiar.
o 8% are not at all familiar.
• Experience:
o 76% have driven or used an EV, indicating decent exposure.
• Information Sources:
o Top sources are friends/family (32%) and dealerships (32%), while only 8% rely
on social media.

27
5.1.3 Awareness of Government Incentives
• 60% are aware of government incentives/subsidies for EVs.
• 20% each are not aware or not sure.

5.1.4 Purchase Intentions

• Would choose EV if buying today:
o Only 20% said Yes
o 24% said No
o 36% said Probably
o 20% were Not Sure
• Subsidy Influence:
o 44% say Yes, a subsidy would influence them.
o 36% are uncertain (Maybe).
• Willingness to Wait for EV Delivery:
o 40% are willing to wait.
o 32% say it depends.
o 28% are not willing.

5.1.5 Barriers to EV Adoption

• Biggest barriers:
o Limited charging stations (44%) – the most significant hurdle.
o Limited range (20%)
o Lack of awareness (20%)
o High price (8%)
o Uncertain resale value (8%)
• Only a small percentage (8%) prefer traditional vehicles.

28
5.1.6 Willingness to Recommend EVs
• Most respondents (54.2%) rated "3 (Maybe)" for recommending EVs.
• Only 12.5% gave a rating of 5 (Most likely).
• 8.3% are not likely (rated 2) and 16.7% rated 4 – indicating a fair but cautious level of
endorsement.

5.2 Key Takeaways:

1. Young, urban males dominate the EV-aware demographic.
2. There's moderate to high awareness, but limited commitment to purchase.
3. Infrastructure gaps like charging stations and range limitations are the most critical
barriers.
4. Government subsidies and peer influence are powerful motivators.
5. The majority are still in the "maybe" phase – open to EVs but needing more confidence
in accessibility, reliability, and value.

29
5.3 Conclusion
This study shows that while electric vehicles are gaining attention in India, many people are
still on the fence about actually buying one. Most consumers are aware of the environmental
benefits and cost savings EVs offer, but concerns like limited charging stations, high upfront
costs, and doubts about battery life are holding them back.
Our findings suggest that younger, urban consumers are the most open to the idea of
switching to EVs, especially when supported by government incentives or influenced by
friends and family. However, the decision to purchase an EV isn’t just about the vehicle—
it’s about trust, convenience, and long-term value.
If the industry wants to see faster adoption, more needs to be done to build charging
infrastructure, educate consumers, and make EVs more accessible and reliable. With the
right support, EVs have the potential to become a mainstream choice for Indian car buyers.
But for now, most people are still in the “maybe” zone—interested, but waiting for a little
more reassurance.

5.4 Suggestions
After going through the data and responses, a few things stood out that could really help
more people feel comfortable choosing electric vehicles:

• Make Charging Easier

• Spread the Word in Simple Ways
• Make Buying More Affordable
• Focus on Good After-Sales Service
• Share Real Stories from Real People

In short, people are interested in EVs, but they need a little more reassurance. If companies
and policymakers can make EVs feel easier, safer, and more accessible, a lot more people
will be willing to make the switch.

30
 Bibliography

Axsen, J., & Kurani, K. S. (2011). Social influence, consumer behavior, and low-carbon
energy transitions. Annual Review of Environment and Resources, 36, 311–340.

Bansal, S., Kockelman, K. M., & Wang, Y. (2017). Impact of connected and automated
vehicles on vehicle demand and usage: Market share scenarios. Transportation Research
Part A: Policy and Practice, 100, 1–20.

Barbarossa, C., Beckmann, S. C., De Pelsmacker, P., & Moons, I. (2015). Consumer green
attitudes and behaviour: Differences in terms of market segment and environmental
commitment. Journal of Marketing Management, 31(3–4), 456–487.

Barth, M., Jugert, P., & Fritsche, I. (2016). Still underdetected – Social norms and collective
efficacy predict the acceptance of electric vehicles in Germany. Transportation Research
Part F: Traffic Psychology and Behaviour, 37, 64–77.

Bühler, F., Cocron, P., Neumann, I., Franke, T., & Krems, J. F. (2014). Is EV experience the
key? Evaluating the influence of driving experience on consumer acceptance of electric
vehicles. Transportation Research Part F: Traffic Psychology and Behaviour, 25, 93–104.
Council on Energy, Environment and Water (CEEW). (2021). Addressing the EV consumer
puzzle in India. https://www.ceew.in

Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of
information technology. MIS Quarterly, 13(3), 319–340.

Deka, D. (2004). Social and environmental justice issues in urban transportation.

Geography Compass, 2(6), 1890–1907.

Diamond, D. (2009). The impact of government incentives for hybrid-electric vehicles:

Evidence from US states. Energy Policy, 37(3), 972–983.

Egbue, O., & Long, S. (2012). Barriers to widespread adoption of electric vehicles: An
analysis of consumer attitudes and perceptions. Energy Policy, 48, 717–729.

Graham-Rowe, E., Gardner, B., Abraham, C., & Skippon, S. (2012). Mainstream consumers
driving plug-in battery-electric and plug-in hybrid electric cars: A qualitative analysis of
responses and evaluations. Transportation Research Part A: Policy and Practice, 46(1),
140–153.

31
Hardman, S., Chandan, A., Tal, G., & Turrentine, T. (2017). The effectiveness of financial
purchase incentives for battery electric vehicles – A review of the evidence. Renewable and
Sustainable Energy Reviews, 80, 1100–1111.

Jansson, J., Marell, A., & Nordlund, A. (2010). Green consumer behavior: Determinants of
curtailment and eco-innovation adoption. Journal of Consumer Marketing, 27(4), 358–370.
KPMG. (2021). Electric Vehicles: Setting a course for 2030. KPMG India.

Webpage:
• https://www.ibef.org/industry/electric-vehicle
• https://jtc.edu.in/wp-content/uploads/2022/04/Samuel-Vanlalzuata.pdf
• https://en.wikipedia.org/wiki/Consumer_behaviour
• https://e-amrit.niti.gov.in/types-of-electric-vehicles

32
 Annexure

Questionnaire:

Basic Information

1. Age
o under 20
o 21-30
o 31-40
o 41-50
o Above 50
2. Gender
o male
o female
o other
3. Occupation
o Student
o Employed
o Business Owner
o Retired
o Other
4. Monthly Income
o 15,000 - 30,000/-
o 50,000 - 100,000/-
o 100,000 - 150,000/-
o Over 150,000/-
5. Location

33
 o Urban
o Semi-Urban
o Rural
Awareness and Knowledge

6. How familiar are you with electric vehicles (EVs)?

o Not at all
o Slightly familiar
o Moderately familiar
o Very familiar
o Expert level

7. Have you ever driven or used an electric vehicle before?

o Yes
o No

8. Are you aware of any government incentives/subsidies for EVs?

o Yes
o No
o Not sure

9. Where do you usually get your information about EVs?

o Social media
o Friends/Family
o Dealerships
o News/TV
o Online Blogs/Reviews

34
 o Company Websites

Buying behaviour and Intentions

10.If you were to buy a new vehicle today, would you choose an electric
vehicle?
o Yes
o No
o Probably
o Not Sure

11.What is the biggest barrier stopping you from buying an EV?

o High Price
o Limited charging stations
o Limited range
o Lack of awareness
o Uncertain resale value
o Preference for traditional vehicles

12.Would a government subsidy influence your decision to buy an EV?

o Yes
o No
o Maybe

13.Are you willing to wait longer for delivery if it means getting an electric
vehicle?

35
o Yes
o No
o Depends

14.On a scale of 1 to 5, how likely are you to recommend an EV to others?

o 1 (Not likely)
o 2
o 3 (Maybe)
o 4
o 5 (Most likely)

36