A STUDY ON CUSTOMER PERCEPTION TOWARDS ELECTRIC CARS IN INDIA

(The rapid growth of the electric vehicle (EV) market in India reflects a significant shift in customer behaviour driven by rising fuel costs, environmental concerns, and supportive government policies; however, the adoption of electric cars varies among consumers due to differences in preferences, awareness, and perceptions. This study examines customer behaviour towards electric cars by analysing key factors such as price, battery performance, driving range, charging infrastructure, brand image, design, safety features, and after-sales services. The research adopts a descriptive design and is based on both primary and secondary data, with primary data collected through a structured questionnaire from 350 respondents using convenience sampling, and secondary data gathered from journals, reports, and online sources. Simple statistical tools such as percentage analysis, tables, and graphs were used for data interpretation. The findings reveal that customer purchasing decisions are largely influenced by factors like price, driving range, and charging infrastructure, while major challenges include high initial cost, limited charging facilities, battery concerns, and uncertainty regarding long term reliability. The study also highlights variations in brand preference and awareness levels among consumersOverall, the study provides valuable insights for manufacturers, marketers, and policymakers to better understand customer expectations and develop effective strategies to promote electric cars, while also contributing to the advancement of sustainable and eco-friendly transportation in India