Impact of Advertising on Consumer Perception and Purchase Intention for Electric Two-Wheelers

Abstract

The growing demand for eco-friendly transportation has significantly increased the market for electric two-wheelers. In this competitive environment, advertising plays a crucial role in influencing consumer perception, shaping attitudes, and driving purchase decisions. The present study aims to examine the effectiveness of advertising, analyze consumer attitudes toward electric two-wheeler advertisements, and assess their impact on purchase behaviour. A descriptive research design was adopted, and primary data were collected from 200 respondents using a structured questionnaire based on a five-point Likert scale. The study found that informative and persuasive advertisements highlighting cost savings, environmental benefits, battery performance, and government incentives positively influence consumer attitudes. Mean score analysis revealed that environmental concern and fuel cost savings are the major motivational factors influencing purchase decisions. However, factors such as charging infrastructure and battery life remain concerns among consumers. The study suggests that marketers should focus on awareness-based and trust-building advertising strategies to enhance consumer confidence and accelerate the adoption of electric two-wheelers.