The Role of EV Manufacturers’ Marketing Strategies in Awareness Level and Purchase Intention of Consumers
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Purpose: At its core, this study examines the connection between how EV companies in India market their products and the resulting impact on brand awareness/recognition and consumer purchase intentions. This study intends to find out whether marketing efforts made by EV manufacturers meaningfully influence how consumers percieve their brands, how aware they are of them, and how willing they are to adopt an electric vehicle.
Design/Methodology/Approach: This study incorporates a descriptive and quantitative approach, using a survey-based research design. Data (N=205) were gathered from the states of Rajasthan, Delhi NCR, and Uttar Pradesh with the help of an online survey conducted via Google Forms. Using a self-prepared Likert-scale questionnaire, primary data were obtained. The sample size of 205 from the target 250 was studied using a simple random sampling method. A Chi-square test was performed using SPSS to examine the relationship between Marketing strategies (perceived by consumers), brand awareness, and consumer purchase intentions.
Relialibily Analysis through Cronbach’s Alpha was also carried out to ensure the internal consistency of measurement scales.
Findings: This study clearly shows that there is a meaningful impact of EV Manufacturers’ Marketing Strategies on the Consumer Brand Awareness levels, as well as on the Purchase Intentions of Indian consumers. According to the results, the measurement scales employed in this study were reliable and consistent. The results make it suitable to say that consumers respond positively to marketing efforts, which in turn encourages EV adoption in India.
Originality/Value: There is very limited research that looks at how EV manufacturers' marketing strategies affect brand awareness and purchase intentions in India. Given India's vast and diverse consumer base, understanding this relationship becomes even more important, making this study one of the first to explore this field.
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