Exploring the Role of Marketing and Communication Strategies in Creating Consumer Awareness Aboutelectric Vehicles.

Abstract

The global transition towards sustainable practices, notably in the automotive industry, is gaining substantial speed in an era marked by growing environmental consciousness and technical innovation. This study centers on the overlapping domains of consumer behavior and marketing techniques in the context of eco-friendly products, specifically electric vehicles (EVs), which are acknowledged as a pivotal remedy for environmental concerns. The study examines crucial marketing factors, including product innovation, perceived benefits, competitive price, and government incentives, which significantly impact customer buying choices for electric vehicles (EVs). The government of India has established ambitious goals to shift to electric vehicles (EVs) by 2030, which is in line with their broader environmental pledges. This trend is especially significant in India. The analysis incorporates India's ambitious proposal, endorsed by the Government of India and backed by the Society of Indian Automobile Manufacturers' (SIAM, 2017) estimates for electric vehicle (EV) sales, to make all cars electric by 2030. This research aims to investigate the factors that influence Indian customers' intents and attitudes towards acquiring electric vehicles (EVs) by examining digital marketing methods that effectively engage potential EV buyers. Specifically, the study will focus on the use of digital platforms instead of traditional media. Furthermore, the research assesses the influence of governmental measures designed to promote the production and use of electric vehicles (EVs), specifically by customizing these policies to align with customer preferences in order to enhance their effectiveness. This extensive examination seeks to offer a more profound understanding of the intricate relationship between consumer inclinations, marketing tactics, and policy structures in the rapidly growing electric vehicle (EV) market. It presents a strategic plan for the industry's advancement towards a more environmentally friendly and sustainable future.