Project Report

On
Factors Affecting Sales of Electronic Vehicle in Indian Market

By-
Gaurav Samuel Singh
FIB2250
PGDM IB 22-24

Under Joint Supervision of

Dr Yukti Ahuja

Presented in Partial Fulfillment of the Requirements of

Post Graduate Diploma in Management

1
 CERTIFICATE

This is to certify that the project report on “Factors Affecting sales of Electronic vehicle
in Indian Market” is a bonafide work of “Gaurav Samuel Singh, Roll No: FIB2250”,
pursuing PGDM Batch (2022-24) of Jagan Institute of Management Studies, 3,
Institutional Area, Sec-5, Rohini, New Delhi – 110085. The report was prepared under
my supervision during 10/02/2024 – 09/03/2024.

Date: Signature of the faculty Guide

Dr Yukti Ahuja
Professor
JIMS, Rohini, Sector 5, New Delhi 85

2
 STUDENT’S DECLARATION

I declare that the Report on “Factors affecting sales of Electronic Vehicle in Indian
Market” is an original work done by me in accordance with the guidelines prescribed by
the Dean’s office for preparation of Summer Internship Project Report and the work has
not been submitted anywhere else for review.

I understand that if the content of the work is found to be plagiarized at any time of its
evaluation, my report can be rejected and disciplinary action may be initiated against me.

Signature of the student

Gaurav Samuel Singh
FIB2250
PGDM Batch 22-24

3
 Acknowledgement

As a part of curriculum at Jagan Institute of Management Studies, Rohini, I would like to

express my sincere and appreciation to Dr. Yukti Ahuja, who gave me this opportunity
for completing the project. I am also thankful to their supervision, comments, and
suggestions throughout the course of project

I have given all my dedication to this project, and I would like to acknowledge with much
appreciation the crucial role associated people and consumers without whom this project
could not have been completed successfully,

Further, I would like to thank my parents and friends, for the assistance throughout this
project.

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 Table of Contents

Page No.
Certificate (from the faculty mentor) 2
Author’s Declaration 3
Acknowledgement 4
Executive Summary 6

Chapter1: Introduction 7-12

1.1 Overview of the Industry 7-8
1.2 The real challenges and barriers of electric Vehicle 8-9
1.3 Future of EV's 9-10
1.4 Status of the Indian Auto Industry 10-12

Chapter 2: Objective 13
2.1 Objective of the study 13

Chapter 3: Research Methodology 14-15

Chapter 4: Conceptual Background 16-17
Chapter 5: Data Analysis and Interpretation 18-24
Chapter 6: Limitation of the Study 25
Chapter 7: Observation 26
Chapter 8: Conclusion 27
References

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Executive Summary

The ever-growing environmental concerns caused due to fossil fuel depletion and greenhouse gat (GIG)
emissions has paved way for consumers to consider Electric Vehicles (EV) as a rapidly emerging
operational alternative to vehicles that run on fossil fuels like petrol, diesel and CNG. The paper aims to
identify the possible factors in consumers' intention of Electric Vehicle adoption,

The report synthesizes the overall EV Passenger car sales in Indian market which also pertains to the
Electronic Vehicle (EV) decision process of consumers. The purpose is to clarify what is known about
the vital role of EV Car Sales market in which is totally dependent on the vitality of the consumers. A
more representative EV Market will help Indian Consumers access the economic and performance
benefits of EV's and help India become more energy independent while improving air quality -related
public health and reducing greenhouse gas emissions.

The report identifies several challenges on the consumer side of the EV purchase process. These include
experience gaps, and the need for consumers to make high investments of time and effort in the EV
purchase decision-making process and in post-purchase use. As it is true for many purchase decisions,
there is potential for negative emotions to arise throughout the EV purchase decision process and for
consumers to have negative purchase consequences.

Consumers are certainly aware of what the EV Market has to offer tout they carry a perception about
electric vehicles which are majorly negative, and they want to own EV in future only if the facilities are
enhanced by government for charging points of ev vehicles, which is the major issue Consumer have
positive opinion India's EV transformation witnessed an unprecedented acceleration this year. Growing
awareness on climate challenges, affordability, government support and improving charging
infrastructure are the key catalysts that are encouraging the customers to go electric

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 Chapter1: Introduction

1.1 Overview of the Industry

The electric vehicle (EV) landscape in India is in its nascent stage, representing less than 1% of total
vehicle sales. However, optimistic projections foresee a substantial rise to over 5% in the near future,
underscoring the industry's growth potential. Presently, the Indian roads host over 500,000 electric two-
wheelers and a limited number of electric cars.

The industry's trajectory is closely linked to governmental incentives, with key players such as Hero
Eco, Ather, Electrotherm, Avon, Lohia, and Ampere actively contributing to its development under the
SMEV banner. Notably, more than 90% of electric vehicles in India fall under the low-speed electric
scooter category, exempt from registration and licensing requirements. These scooters predominantly
utilize lead batteries to ensure affordability, although challenges like battery issues and short lifespans
persist. The sector has made strides in establishing charging stations, yet progress remains modest.

Manufacturers like Lohia and Electrotherm have ventured into electric three-wheelers, while Ampere
and Hero have entered the electric cycle segment. E-rickshaws are gaining popularity for last-mile
connectivity, showcasing the industry's diverse offerings.

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Incentives, notably the introduction of FAME-2 (Faster Adoption and Manufacturing of Hybrid and
Electric Vehicles), are anticipated to catalyze a significant surge in both sales volumes and technological
advancements. SMEV envisions substantial opportunities for EVs in reducing carbon footprints,
diminishing reliance on crude oil imports, job creation, and positioning India as a hub for technological
expertise. As the industry gears up for growth, the role of incentives remains pivotal in shaping its
trajectory.

1.2 The real challenges and barriers of electric Vehicle

Despite lack of specific pointers towards electrification, the EV Industry in India will still take another
few years to evolve. This does not owe to the India Government's ambitions targets and their resultant
steps but simply because the automobile industry believes that India too will follow the low-carbon
footsteps that are being taken by global big car markets in China, US, and Japan.

But There are challenges, the primary concerns have been around range anxiety (kms on single charge
and the lack of charging infrastructure and several other factors. Some of them are:

1. Incentives

EV's worldwide constitute a very small niche and are all loaded on the top of the premium price segment
and remain dependent on incentives. This holds true in developed markets like China and the US, where
the number of EVs on the road are gaining critical mass. Adoption in India will she be heavily dependent
on Government Incentives

8
However, there is an alternative view that while demand incentives can help in the short term but, in next
few years, with the expected reduction in battery prices and the simultaneous increase in cost of

ICE (Internal combustion Engine) vehicles due to stringent emission regulations could help EVs offer
an inherent operating cost-benefit and make them sustainable even in the absence of incentives

2. Cost of battery

Currently, the cost of battery and power electronics constitute almost two-thirds of the cost of an EV.
The most widely used battery material today are nickel-metal hydride (NIHM) and Lithium- Ion (LION)
Multiple factors like demand- supply gaps, uneconomically low volumes etc., lead to the high cost of
manufacturing EVs. Today an EV's battery power electronics and motors can together cost as much as
six to seven times that of an IC engine affecting the ex-showroom price.

New battery manufacturing capacities are coming up in India and the localization push will help lower
costs of EV's just like it does in the case of IC Engine cars. Experts in cell manufacturing feel that the
economic size of a battery manufacturing plant is upwards of 8 GWh So, clearly localization benefits
can be accrued only in the long term and with meaningful penetration and volumes for EVs.

3. Price Multiple

The biggest hurdle for buyers looking to go electric is the current high price of EVs. For a buyer who is
hesitant to choose a hybrid in favor of the equivalent ICE-only car, the nearly 3x price tag of an EV is
too much of an entry barrier. The industry view is the price multiple between ICE cars and similarly
positioned EV can't be more than 1.2x to 1.3x.

1.3 Future of EV's

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The future of EVs in India is promising, with the government pushing for Increased adoption of electric
vehicles through several policies and initiatives. Here are some key factors shaping the
future of EVs in India: -

 Government policies and incentives: The Indian government has set an ambitious target
to have only electric vehicles on Indian roads by 2030 and has implemented a number of
policies and incentives to encourage the adoption of EVs. These include tax exemptions
subsidies for electric vehicle purchases, and the establishment of charging infrastructure.
 Environmental concerns: India is one of the world's most polluted countries, and electric
vehicles offer a solution to reducing air pollution and improving public health. With growing
awareness of the environmental impacts of traditional gasoline-powered vehicles, more
consumers in India are likely to turn to EVs as a cleaner alternative
 Cost of ownership: While electric vehicles may have a higher upfront cost compared to
traditiona
vehicles, the cost of ownership over the lifetime of the vehicle can be significantly lower due to
lower fuel and maintenance costs. As battery technology improves and prices come down, the
cost of electric vehicles is expected to became more competitive.
 Charging infrastructure: The availability of charging infrastructure is a key factor in
the adoption of EVs, and the Indian government has set a target of establishing 500,000
charging stations across the country by 2025. As charging infrastructure becomes more
widespread, it is expected to make EV ownership more convenient and practical for consumers.

 Technology advancements: As technology continues to improve, electric vehicles are

expected to become more efficient, with longer ranges and shorter charging times. Additionally,
the development of new battery chemistries and materials is expected to improve the performance
and lifespan of EV batteries.
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In the new, future e-mobility in India would not be something of luxury but it would be something
necessary for the survival because the pollution level is alarming, and the only solution is the green
sources and transmission of energy. Hence, EVs are inevitable when it comes down on it, so it is better
to plant and organize about how the developments are going to occur rather than dodging the change

1.4 Status of the Indian Auto Industry

The automobile industry in India is one of the largest in the world, with a wide range of and international
manufacturers producing cart, tracks, motorcycles, and other vehicles for the Indian market and for
export. Here are some key points about the status of the Indian automobile
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Production and sales: India are currently the world's fifth-largest producer of automobiles, and the fourth-
largest market for passenger vehicles. In 2020-2021, the Indian automobile industry produced a total of
23.36 million vehicles, including 3.8 million passenger vehicles and 20.56 million two-wheelers.
However, the industry has been impacted by the COVID-19 pandemic, with a decline in production and
sales in 2020-2021 compared to the previous year.

Trends in vehicle types: The Indian automobile market is dominated by two-wheelers, which make up
around 80% of total vehicle sales. However, there has been a shift towards passenger vehicles in recent
years, driven by rising incomes and a growing middle class. The demand for electric vehicles is also
expected to grow in the coming years, as the government promotes the adoption of EVs through
incentives and policies.

Regulations and policies: The Indian government has implemented several policies and regulations
aimed at promoting the growth of the automobile industry, including the National Electric Mobility
Mission Plan (NEMMP) and the Faster Adoption and Manufacturing of Electric Vehicles (FAME)
scheme. These initiatives aim to promote the adoption of electric and hybrid vehicles, improve fuel
efficiency, and reduce emissions.
Challenges facing the industry: The Indian automobile industry faces several challenges, including the
impact of the COVID-19 pandemic, changing consumer preferences and demands, and increased
competition from international manufacturers. Additionally, the industry must address issues such as air
pollution, road safety, and the need for more sustainable transportation solutions.
Overall, the Indian automobile industry remains a key contributor to the country's economy, with
significant potential for growth in the coming yours as the industry adapts to changing consumer
demands and regulatory requirements.

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 Chapter 2: Objective

2.1 Objective of the Study:

This study has been conducted on the following objectives: -

 To Study the consumer behavior about the Ev vs Petrol or Diesel vehicle in India
 To identify the potential factors that influence the Electric Vehicle Adoption in India
 To identify the challenges faced by Electric Vehicle Costumer for the passenger car sales in
India
 To study the overall impact of the EV on consumer buying decision in Automobile Industry.

To carry out an extensive literature survey and the EV purchase behavior and identify the potential
factors influencing,

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 Chapter 3: Research Methodology

Research Methodology:

The research in this project would be descriptive study including primary as well as secondary
research.
Descriptive Study: A descriptive study is one that is designed to describe the distribution of one.
are more variables, without regard to any causal or other hypothesis.
Primary Research: Primary research is data which is obtained firsthand.
Secondary Research: Secondary research is a type of research that has already been compiled,
gathered, organized and published by others.

Objectives of study:

 To identify the challenges faced by Electric Vehicle companies for the passenger car sales in
India.

 To identify the potential factors that influence the Electric Vehicle Adoption in India.

 To carry out an extensive literature survey and identify the potential factors influencing the EV
purchase behavior.

Research Design:

Method of research: A questionnaire was formed to find out consumer behavior towards the purchase
of electric vehicle which will directly affect the sales of EV Passenger cars.

Sources of Data Collection: The source of collecting data used is primary and secondary. Primary
Research as recording of the responses from questionnaire whereas Secondary Research was done by
collecting data from Reports, financial magazines, and websites

Sampling Plan:

Sample unit:
Sample unit for our research was homogeneous group of respondents from age group of 18-60yrs.
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Sample Size: 109 respondents were our sample size.
Sampling Technique: Simple random sampling

Data Analysis Tool-

The tools used for data analysis is MS-word and MS-excel Microsoft Excel- The data collected
through google forms is then interpreted in MS Excel. Both Pie charts and Bar graph are used
to draw conclusion from data

15
 Chapter 4: Conceptual Background

Literature Review

The Electronic Vehicle market is becoming more and more popular day by day as more and more Large
Vehicle Manufacturing Giants enter the market.

For most people today, pollution is a major source of worry. Everyone desires to live in a society free of
pollution, which is mostly brought on by automobiles. Nevertheless, while the number of automotive
registrations in India is increasing quickly, along with the prices of petrol, gasoline, and diesel.

As a result, various forms of transportation began to change for the better in terms of sustainability and
the environment. Although forecasts by many manufacturers are predicted in the next five to six years,
this study combines five independent variables: financial incentives, charging infrastructure, social
acceptance, and market size for electric vehicles.

Several methods for motivation were used by the researchers in the earlier studies, including the agent-
based model, cohort estimation for vehicle survival, time series models, and the consumer choice model.
Consumer survey-based decision modelling is frequently used to study the primary factors affecting and
driving customer choices, which include cost, comfort, fuel consumption, safety, reliability, and brand
name. The two primary factors that have been found in the studies are cost and the society that affects
behavior. Government engagement, infrastructure preparation, performance, financial, social, and
environmental considerations are all effective at changing behavior in India, according to a study on EVs
by Sang and Bechet. However, EV purchases are much less common than consumers in studies profess
to wish them to be.

Adhikari, et al, (2020) Past research found a variety of obstacles to the market's adoption of EVs. While
decision-makers and technicians are aware of the significance of both technical and social hurdles, Sova
cool said that the latter are likely to present greater difficulties, thus it would be wise to examine socio-
technical barriers jointly to promote the adoption of EVs. Using a fuzzy set approach, determined the
elements influencing the adoption of EVs. The writers concluded that governments should take economic
factors and charging infrastructure into account when determining financial and tax exemption policies.
Several issues have been raised in previous works, including poor range, a lack of charging

16
infrastructure, lengthy charging periods, expensive purchase prices, fuel costs, as well as brand and
modal-specific issues

Dash P. K., (2013), Potential Need for Electric Vehicles, Charging Station Infrastructure, and its
Challenges for the Indian Market by Praveen Kumar and Kalyan Dash, India should invest in small scale
reinforcements to manage the load issues locally rather than going for an enormous change. Home
charging should be encouraged. Proper planning of place, population, traffic density and safety should
be considered before implementing the massive scale charging infrastructure The integration of activities
within the energy and transport fields is important. Development goals through different innovative
policies and programs, for instance, drivers of electrical cars are offered a financial consumer incentive,
like tax credits, purchase subsidies, discounted mils, free parking, and access to restricted highway lanes
will help the market to grow.

A. Berovkov, et al, (2021) Electric automobiles are reasonable, environmentally friendly, secure, and
will be reasonably priced, according to governments, business, and early adopters. A policy support is
necessary for the widespread adoption of EVs. The government's actions, such as tax breaks, the creation
of charging stations, and local manufacturing facilities, have encouraged the use of electric vehicles. The
adoption of electric vehicles was also significantly influenced by the charging infrastructure. Because
there are so few EVs on the road and the infrastructure investment is so expensive, it is only just
financially viable. So, the low rate of EV adoption is the primary risk factor for the infrastructure for
public charging

17
 Chapter 5: Data Analysis and Interpretation
FIGURE 1

In this I can observed that a significant majority of the 109 respondents fall within the 18-30 age range
(78%). The 31-40 age group represents 7.3%, the 41-50 age group is at 8.3%, the 51-60 age group
accounts for 4.6%, and those aged 61 and above constitute 1.8% of the total responses. This indicates a
predominant presence of younger participants in the survey.

FIGURE-2

In this I can observed thatout of the 109 respondents, 56.9% identified as male, and 43.1% identified as
female. This suggests a higher representation of male participants in the survey compared to female
participants.

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FIGURE 3
From the survey I have found that only 42.2% were students and 6.4% were doing service and 16.5%
were doing business and 34.9% others were doing private jobs.

FIGURE 4
The responses indicate that among the 109 participants 30.3% consider owning an electric car an
advantage. 42.2% do not see it as an advantage. Neutral 27.5% are undecided or neutral on the matter.

19
FIGURE 5
Here in the data presented by questionnaire we can see that 44% people are those who still don't own an
EV Vehicle, only 7.3% of the population own EV Vehicle and rest 48.6% population still cater to own
and planning to buy in future.

FIGURE 6-
By the above data represented by the questionnaire we can see that people who are willing to pay an
additional price for EV Vehicle based on the functionality of EV Vehicle are the same as in petrol or
diesel.

From the interpretation we found that 8.3% of the population were not ready to pay a higher price for an
EV Vehicle over the Petrol or diesel ones

Rest among not more than 10%-40.4%

Among not more than 20%-33 %

Among not more than 30 % -18.3%

From this we conclude that only 18.3% population were at present not going to pay price not more than
30% price on EV Vehicle as compared to Petrol and Diesel.

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FIGURE-7

The above data represented by the questionnaire we can clearly see that 44.3% people are neutral towards
the decision of Buying of EV Cars which save money of buyers. This state of mind of the people is an
interesting fact because this shows how much unaware they are about what EVs have to offer companies
coming up with new trends and technologies.

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FIGURE-8
We can see that 37.7% people feel that yes EV Vehicle reduces Global warming and accept to the fact
whereas 33 % People are neutral in discussion and 11% People disagree. Also, Electric cars are better
for the environment and emit fewer greenhouse gases and air pollutants than petrol or them running.
diesel cars. And this considers their production and electricity generation to keep
With this fact 15.6% of the people strongly agrees to this fact that EV vehicles play a vital role in
Reducing global warming.

FIGURE 9

Here we can clearly see that the 42.2% of people around think sustainably when making purchase, having
shifted their behavior to be more eco-conscious, the generation with the largest impact is millennials,
with 40.4% People are somewhat conscious in the decision and rest still need to be more aware and
conscious for the fact.

22
FIGURE 10-
Here in the above represented data by the questionnaire, we can see that people are influenced through
various 7 factors while they take the decision of buying an electric vehicle, among the population around,
Performance is the major factor that is majorly influenced as 30.3% and then 25.7% is where people
think about the brand and then with 14.7% people among it feels that cost to run and 12.8% people feel
the price that comes influences them as being conscious towards the nature, and encourages them to go
electric.

FIGURE 11-
We can clearly see that among the population, majority of the people got their awareness about EV
Vehicles from Social Media i.e., total of 45 % and 32.1% of it comes from Auto Magazine also the rest
of covers with low facts from online websites, customer reviews and Blogs .

23
This state of mind of the people is an interesting fact because this shows how much unaware they are
about what EVs have to offer, and companies are coming up with new technologies and newest models

of latest EVs which can bring brilliant performance along with Auto Magazine and social media a factor
in check so that people can easily shift from a fueled vehicle to an electric vehicle.

24
 Chapter 6: Limitation of the Study

 The main limitation of the study was a paucity of studies with respect to the adoption of
Electric Vehicles in India. More Indian studies might have further expanded the discussion and
insights.
 The literature review suggests that the study on the adoption of EVs is rapidly emerging in a
global context.
 However, in an Indian context, till now, relatively less research has been done in the same field.
There is a lack of qualitative studies as we have found only a few such research in the review.

Future studies can conduct structured interviews and focus group discussions for getting useful insights
from the experts and users of the EV industry.

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 Chapter 7: Observation

It has been observed from this report that the vital role consumers play in the Indian EV market as it
matures to become less policy-reliant and more representative of India, both spatially and
demographically. A more representative EV market will: help Indian consumers access the economic
performance benefits of EVs,; help OEMs rework more of their R & D investments in EVs and help
India become more energy independent while improving air quality related public health and reducing
greenhouse gas emissions.

Based on our survey we also found the fact that people are reluctant to change and they are hesitant to
try new product or better product, they don't want to take the risk to own an electric vehicle too early as
there are benefits for sure present but the lack of infrastructure for the car owners can get them in trouble
for example the major issue they can face is the issue of charging ports which will not be available in all
the parts of the country hence it will be difficult to take the car to different places without worry, in the
minds of the customers

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 Chapter 8: Conclusion

One of the factors that influences the major sales of EV Cars according to what we found out in our
survey is first of all the major decision making process involved in buying an EV Car over Petrol or
diesel cars, and then comes the major factors on which influences more on adopting the EV Vehicle,
Price of the EV Vehicle, even after given a lot of subsidy by the Indian Government for the EV
Vehicle, people still feel that the price is the most influential factor while buying EV Vehicle. It is also
tied to being readily satisfied with a purchase, which has implications, for future purchases.

In addition, several steps of EV Buying decision process there are apparent opportunities for negative
emotions to arise for consumers. With respect to post-purchase behavior, any frustration around
charging infrastructure, such as poorly maintained chargers or poorly maintained fellow PEV Drivers,
can lead to negative emotions that can negatively affect future purchase decisions, either by the
consumer or through his or her recommendations or from others.

At the end we conclude that there are clearly number of challenges involved in the EV purchase
process. These include consumer experience gaps, multiple opportunities for negative emotions to
occur throughout the whole EV buying decision process.

Scope-
This study has focused on both primary and secondary data of electric vehicles in India. Though the
research found a potential scope of Electric vehicles in India, still there is a scope for in-depth study
with greater number of samples and more factors.

27
 References

 https://www.smev.in/ev-industry

 https://www.mdpi.com/2071-1050/13/21/12177

 Mr. Omkar Tupe, Prof. Shweta Kishore, Dr. Arloph Johnvieira. CONSUMER
PERCEPTION OF ELECTRIC VEHICLES IN INDIA.

 Borovkov, H. Abbasi, S. Johl, Z. Shaari, W. Moughal, M. Mazhar, M. Musarat, W. Rafiq,

A. Farooqi, and H. Abbasi (2021). Consumer motivation for electric vehicles employing a
unified philosophy of technology adoption and use. 12177; Sustainability, 13(21).

 Adhikari, M., Ghimire, L. P., Kim, Y., Aryal, P., & Khadka, S. B. (2020). Identification and
Analysis of Barriers against Electric Vehicle Use. Sustainability, 12(12), 4850. (M. Faizal,
S. Y. Feng, M. F. Zureel, B. E. Sinidol, D. Wong, G. K. Jian, 2019) OPPORTUNITIES
AND CHALLENGES OF ELECTRIC VEHICLES IN INDIA: An empirical study

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 ANNEXURE

1. Name *

2. what is your age? *

Mark only one oval.

18-30

31-40

41-50

51-60

61 and above

3. what is your Gender? *

Mark only one oval.

Male
Female

4. what is your occupation status? *

Mark only one oval.

Student

Government Job
Business
Others

29
5. Do you consider owning an electric car an advantage over owning a petrol or *
diesel car?

Mark only one oval.

Yes
No
Neutral

6. Do you currently own an electric car? *

Mark only one oval.

Yes
No
Planning to buy soon

7. if there is an electric car with the same functionally as a petrol or diesel car, how *
much more are you willing to pay for it?

Mark only one oval.

Wont pay a higher price

Not more than 10%
Not more than 20% Not
more than 30%

8. Ev cars can save a lot of money of car buyers *

Mark only one oval.

Strongly disagree
Disagree
Neutral
Agree
Strongly Agree

30
9. Does electric cars help in reduce global warming? *

Mark only one oval.

Strongly disagree
Disagree
Neutral
Agree
Strongly agree

10. Are you environmentally conscious? *

Mark only one oval.

Yes
No
Somewhat

11. which of the following factors influence you while buying an electric car? *

Mark only one oval.

Price

Cost to run
Brand
Performance
Resale value
Amount of carbon emissions
Current trend

31
12. From which sources do you get the most knowledge about electric cars? *

Mark only one oval.

Online websites

AutoMagazines
Social media
Customer reviews
Blogs