Electric Vehicles in Karnataka: Consumer Insights and Trends

Sharath Kumar Y

Amrita Vishwavidyapeetam Deemed University, Karnataka, India

Keywords: Electric Vehicles, Consumer Perceptions, Sustainable Mobility, Environmental Friendliness, Adoption

Barriers.

Abstract: This research explores consumer perceptions and preferences towards electric vehicles (EVs) in the

contemporary automobile market in Karnataka. Against the backdrop of a transformative shift in the

automotive industry toward sustainable alternatives, particularly EVs, our study explores the multifaceted

factors shaping individual choices. Through demographic analysis, we discern notable trends, including a

generational shift in preference and a gender divide. The study unveils a high level of consumer awareness

and a strong inclination toward EVs, emphasizing environmental considerations as key influencers in buying

behavior. Factors such as cost savings, vehicle performance, and brand recognition play pivotal roles in

shaping EV preferences. This research provides nuanced insights crucial for manufacturers, policymakers,

and researchers navigating the dynamic landscape of the evolving EV market.

1 INTRODUCTION

The automotive industry is currently navigating a

significant paradigm shift, driven by an imperative

need to address the environmental impact of

traditional fuel-based vehicles. In response to the

escalating challenges posed by climate change,

electric vehicles (EVs) have emerged as a promising

and environmentally conscious alternative,

presenting a pathway toward reduced carbon

emissions and a sustainable future. This research aims

to unravel the intricate tapestry of consumer

perceptions and preferences surrounding EVs,

offering insights into the multifaceted factors that

influence individual choices within the dynamic

landscape of the contemporary automobile market

(Yang and Chen, 2021).

The urgency to combat climate change has

propelled the global quest for sustainable

transportation alternatives, as highlighted by the

Intergovernmental Panel on Climate Change (IPCC)

in 2018. Electric vehicles, characterized by their eco-

friendly attributes, have gained prominence in this

endeavor, aligning with international efforts to curtail

carbon footprints and mitigate the environmental

repercussions associated with traditional combustion

engines (Bonsu, 2020). As governments worldwide

incentivize electric mobility, understanding

consumer attitudes becomes imperative for

manufacturers, policymakers, and researchers to

effectively navigate this transformative phase

(Kumar and Alok, 2020). A pivotal starting point in

comprehending consumer preferences is the

examination of demographic factors, acknowledging

their influential role in shaping attitudes toward

electric vehicles (Ahmad and Zhang, 2020). Age,

gender, occupation, and income levels act as pivotal

determinants, reflecting the diverse perspectives

within the consumer base. The research identifies a

pronounced interest in EVs among the 20-30 age

group, suggesting a potential generational shift in

preferences and a receptiveness to innovative and

sustainable solutions. The survey also underscores a

noteworthy gender divide, with more females

expressing interest in green initiatives within the

automobile industry, contributing to a richer

understanding of the varied consumer landscape

(Colmenares, Löschel, and Madlener, 2020).

The geographical distribution of respondents

reveals a prevalence of urban representation,

potentially influenced by superior charging

infrastructure and heightened awareness. While

suburban and rural areas exhibit lower representation,

they play a critical role in unveiling accessibility

challenges faced by distinct demographics, offering

insights essential for creating inclusive and effective

electric mobility strategies (Nevzorova and

Kutcherov, 2019).

700

Y., S.

Electric Vehicles in Karnataka: Consumer Insights and Trends.

DOI: 10.5220/0012914000003882

Paper published under CC license (CC BY-NC-ND 4.0)

In Proceedings of the 2nd Pamir Transboundary Conference for Sustainable Societies (PAMIR-2 2023), pages 700-703

ISBN: 978-989-758-723-8

The investigation into current ownership patterns

provides a snapshot of the existing EV landscape.

Encouragingly, an overwhelming 83.3% of

respondents already own electric vehicles, indicating

a promising market penetration and the increasing

acceptance of EVs (Rietmann and Lieven, 2019).

However, the persistence of 16% relying on

conventional automobiles signals potential

challenges or reservations that merit further

exploration (Lee et al., 2020).

Consumer awareness emerges as a critical

dimension, with an impressive 80% of respondents

demonstrating cognizance of EVs. This shift in public

awareness signifies a positive trajectory toward

greater acceptance and integration of electric vehicles

into mainstream consciousness (Noel et al., 2019).

Preferences lean substantially towards EVs (47.3%),

followed by bi-fuel (36.7%) and CNG (16%),

highlighting a growing interest in sustainable

alternatives and a maturing understanding of diverse

fuel technologies (Krishna, 2021).

1.1 Environmental Impact on Buying

Behavior

Environmental consciousness emerges as a

pivotal factor influencing buying behavior, with a

considerable 32.7% of respondents considering the

environment as a moderately influencing factor.

Additionally, 28.7% rate it as a strong influence,

underscoring the need for automakers to accentuate

the eco-friendly aspects of their products in their

marketing strategies (Jaiswal et al., 2021). This

finding reflects a heightened awareness among

consumers regarding the environmental impact of

their choices, shaping the narrative for sustainable

and eco-conscious automotive preferences (Shetty et

al., 2020).

1.2 Factors Influencing EV Preferences

A nuanced exploration of factors influencing EV

preferences reveals that cost savings, vehicle

performance, and adaptability to future trends emerge

as decisive elements. Notably, 38% of respondents

consider all these factors collectively, emphasizing

the need for automakers to align their strategies with

consumer expectations for a holistic EV experience

(Yang and Chen, 2021). The preference for specific

EV models further emphasizes the diverse landscape

of offerings in the market, with Tata Motors, Ather

Energy, and Hyundai standing out as favored choices.

Conversely, the relatively low preference for Ola's

EV models (0.7%) suggests that brand recognition

and trust play pivotal roles in influencing consumer

choices within the competitive EV market (Jaiswal et

al., 2021).

In summation, this research aims to

comprehensively explore and analyze consumer

perceptions and preferences regarding electric

vehicles in the contemporary automobile market. By

navigating the intricate interplay of demographic,

awareness, and preference factors, the study seeks to

contribute valuable insights to industry stakeholders,

policymakers, and researchers, guiding strategic

decisions in the pursuit of a sustainable and

consumer-centric electric mobility future.

2 RESEARCH METHODOLOGY

This quantitative study employed to analyze data on

consumer perceptions and preferences regarding

electric vehicles (EVs) in the contemporary

automobile market of Karnataka. The research aimed

to obtain a comprehensive understanding of various

factors influencing consumer attitudes, demographic

patterns, and key drivers or barriers to EV adoption.

A random stratified sampling technique was applied

to get a sample that fairly represents the population.

The participants the study were the people who has

diversity of jobs and socioeconomic backgrounds,

varied in age from 18 to 60. The sample size of 150

respondents was determined based on statistical

considerations to achieve a reliable representation of

the population of Karnataka. The survey instrument,

a structured questionnaire, was designed to capture

quantitative data on a range of variables. Data

collection was conducted through a questionnaire

provided online platform to enhance accessibility and

reach a broader audience. The survey was distributed

using a combination of purposive and snowball

sampling techniques, leveraging social media

platforms, email lists, and online forums. The

quantitative data obtained were subjected to rigorous

statistical analysis. Frequencies, percentages, and

measures of central tendency, were utilized to

summarize demographic characteristics and provide

an overview of the sample profile along with a

graphical presentation.

Electric Vehicles in Karnataka: Consumer Insights and Trends

701

3 RESULT AND ANALYSIS

Table 1: Profile of Respondents: Age, Gender, Occupation,

Income, and EV Awareness.

Category Subcategory Respondents Percentage

(

)

Age Below 20 50 33.34%

20-30 88 58.66%

31-40 2 1.40%

41-50 7 4.60%

Above 50 3 2%

Gender Female 77 51.30%

Male 73 48.70%

Occupation Students 120 80%

Business

Peo

12 8%

Government

Officials

3 2%

Employees 2 1.30%

Homemakers 2 1.30%

Annual

Income

Less than 10L-

30L

67 47.50%

30L-60L 5 3.50%

60L-90L 3 2.10%

Above 90L 4 2.80%

Residential

Area

Urban 91 61.10%

Suburban 16 10.70%

Rural 42 28.20%

Automobile Yes 103 68.70%

No 47 31.30%

Awareness

of EV

Yes 120 80%

No 17 11.30%

Maybe 13 8.70%

The demographic data shows a predominantly

young, diverse, and economically varied group with

a significant presence in urban areas. This

demographic profile is crucial for understanding the

current and potential future market for electric

vehicles. The high awareness levels and diverse

income brackets suggest that electric vehicles are

gaining traction across different segments of the

population. Policymakers and industry stakeholders

can leverage these insights to tailor strategies that

cater to the preferences and concerns of specific

demographic groups, ultimately fostering widespread

adoption of electric vehicles.

Environmental friendliness being the primary

reason (64.9%) indicates a strong alignment of

consumer values with sustainable practices,

suggesting that eco-conscious features are pivotal in

driving EV adoption. This inclination towards

environmental considerations reflects a broader

societal trend where consumers are increasingly

valuing products that contribute to a greener and more

sustainable future. The data implies that consumers

are making conscious choices to reduce their carbon

footprint, and automakers emphasizing the eco-

friendly aspects of electric vehicles could attract a

larger audience.

Table 2: Challenges Hindering Electric Vehicle Adoption:

Survey Insights.

Reasons for Not Preferring EV Frequency Percentage

Limited driving range 65 51.60%

Concerns about battery life 41 32.50%

High upfront cost 16 12.70%

Others 28 18.70%

The prominent concern of limited driving range

(51.6%) highlights a key barrier, emphasizing the

need for advancements in battery technology and

charging infrastructure to address consumer

apprehensions. Addressing this concern through

technological advancements and a denser network of

charging stations could alleviate hesitations and

contribute to a more widespread acceptance of

electric vehicles.

4 CONCLUSION

The findings illuminate critical facets of consumer

attitudes towards electric vehicles (EVs),

substantiating the evolving landscape of sustainable

mobility. The high importance attributed to

environmental friendliness (64.9%) aligns with

literature emphasizing the role of environmental

consciousness in shaping consumer preferences

(IPCC, 2018). Conversely, the significant concern

regarding limited driving range (51.6%) corroborates

PAMIR-2 2023 - The Second Pamir Transboundary Conference for Sustainable Societies- | PAMIR

702

existing studies underscoring range anxiety as a

substantial barrier to EV adoption (Krishna, 2021).

The positive trend of high EV ownership (83.3%)

resonates with research highlighting the influence of

positive ownership experiences on continued

adoption (Bonsu, 2020). Preference for established

brands like Tata Motors (43.2%) aligns with

consumer trust literature (Li, 2023). These insights

underscore the nuanced interplay between

environmental consciousness, practical concerns, and

brand trust in shaping consumer decisions, offering

valuable considerations for policymakers,

manufacturers, and marketers aiming to foster

sustainable mobility practices.

REFERENCES

Ahmad, T., & Zhang, D. (2020). A critical review of

comparative global historical energy consumption and

future demand: The story told so far. Energy Reports,

6, 1973–1991.

Bonsu, N. O. (2020). Towards a circular and low-carbon

economy: Insights from the transitioning to electric

vehicles and net zero economy. Journal of Cleaner

Production, 256(120659).

Colmenares, G., Löschel, A., & Madlener, R. (2020). The

rebound effect representation in climate and energy

models. Environmental Research Letters, 15(12),

123010.

Jaiswal, D., Kaushal, V., Kant, R., & Kumar Singh, P.

(2021). Consumer adoption intention for electric

vehicles: Insights and evidence from Indian sustainable

transportation. Technological Forecasting and Social

Change, 173(121089).

Krishna, G. (2021). Understanding and identifying barriers

to electric vehicle adoption through thematic analysis.

Transportation Research Interdisciplinary Perspectives,

10(100364).

Kumar, R. R., & Alok, K. (2020). Adoption of electric

vehicle: A literature review and prospects for

sustainability. Journal of Cleaner Production,

253(119911).

Li, N. (2023). Ethical considerations for automobile

emissions management background, detriment, and

litigation. European Journal of Business and Innovation

Research, 11(1), 11–20.

Electric Vehicles in Karnataka: Consumer Insights and Trends

703