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Case Study

Concept Testing Exercise For Electric Two-Wheeler

Client is a renowned automotive manufacturer that wanted to understand the market proposition for the electric two-wheeler segment.

Business Objective

In order to prepare 'Go-to-market' strategy to enter in Indian electric two-wheeler market, they wanted to gather insights on the following:

Estimating the acceptance level from consumers

Identifying the triggers and barriers for purchase

Comparing the positive and negative factors

Before starting the study our experts communicated the research background with consumers so that they were familiarized with EV technology by providing factual information encompassing Global trends in electrification of vehicles, Upcoming regulation on emission norms, Indian government plans/ mandate on electrification and Upcoming plans on public charging infrastructure and others.

Our Approach

  • Research Premise
  • Research Premise Continued
  • Value Delivered

Research Premise

Research experts conducted face-to-face CAPI surveys with two-wheeler owners in hotspot areas such as parking lots, fuel stations, and maintenance hubs. In the study we have gained their complete perspective on following points:

  • Overall appeal and relevance to electric two-wheeler
  • Uniqueness towards electric vehicle
  • Value for money
  • Purchase intention & behavior: Recognized the triggers & barriers
  • Compared the influential and negative factors based on rating scale pertinent to EV market growth

Geographic Coverage: India (Tier-I & Metro Cities)

Research Premise Continued

  • Experts performed desk research from paid and non-paid sources and mapped out the following information:
  • Recent innovations which will shape the electric vehicle go-to-market model
  • Identified the fast-paced developments
  • Organic and inorganic strategies adopted by key players for EV technology

Value Delivered

Comprehensive report with statistical analysis was shared with the client. Key insights were highlighted based on following parameters which assisted our client to prepare ‘Go-to-market’ strategy plan and identified the concerned and pride pointers:

City-wise comparison: For Tier-I & Tier-II cities

Comparative analysis based on all buying decision factors

Factors contributing to the industry growth

Top influential factors

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