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A STUDY ON THE CONSUMER AWARENESS TOWARDS ELECTRIC BIKES

 

 

Authors:

Martin Xavier Kumar, student Jerusalem College of Engineering, Chennai.

Muthumani S, Professor and Head MBA, Jerusalem College of Engineering, Chennai.

Bethel Erastus- Obilo

 

ABSTRACT

The growing emphasis on sustainable transportation has highlighted electric bikes (e-bikes) as a viable alternative to conventional vehicles, sparking significant interest in understanding consumer awareness, market acceptance, and adoption potential. This research paper presents a comprehensive marketing analysis of electric bikes, conducted through a survey of 100 participants across diverse demographic segments, to assess consumer knowledge, perceptions, and purchase intentions regarding e-bikes. The study aims to identify key factors influencing e- bike adoption, pinpoint target consumer segments, and evaluate the role of price sensitivity, environmental consciousness, and infrastructural accessibility in shaping purchase decisions. To ensure a robust and statistically validated analysis, the research employs multiple statistical techniques, including Analysis of Variance (ANOVA), Chi-square tests, and regression analysis. ANOVA was utilized to examine the influence of demographic variables (such as age, income, and education) on consumer awareness of e-bikes, revealing significant variations across age and income groups, with younger and higher-income respondents exhibiting greater familiarity and positive attitudes toward e-bike usage. Chi-square tests were applied to assess associations between categorical variables, such as the relationship between environmental awareness and the likelihood of purchasing an e-bike. The results indicated a strong correlation, with environmentally conscious consumers displaying higher purchase intent. Regression analysis was employed to quantify the impact of independent variables—including perceived benefits, government incentives, and cost concerns—on the dependent variable, purchase intention. The regression model demonstrated that perceived advantages, such as cost savings and eco- friendliness, significantly enhanced purchase intent, while high initial costs and limited bike lane infrastructure acted as notable barriers. The findings of this study offer valuable insights for e-bike manufacturers and policymakers, underscoring the importance of targeted marketing strategies that address cost concerns and infrastructural limitations while promoting the economic and environmental benefits of e-bikes. Strategic recommendations include expanding dedicated cycling infrastructure, introducing financial incentives, and increasing consumer education on e- bike advantages. This research lays the groundwork for future studies to further explore consumer behavior in the e-bike market, incorporating longitudinal data and larger sample sizes to refine market segmentation and optimize marketing strategies for broader e-bike adoption.

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