UNIVERSITY OF JAMMU

A Project Report
On
"TO STUDY THE MARKETING AND PERFORMANCE ANALYSIS OF
ELECTRIC VEHICLES AT AMPERE ELECTRIC VEHICLE AGENCY,
KATHUA’’
Submitted in fulfillment for the award of degree of Bachelor of Business
Administration of University of Jammu
(SESSION 2022-2023)

SUBMITTED TO SUBMITTED BY
DR.JASWINDER SINGH JATIN KUMAR
UNIVERSITY ROLL NO: -
603150023
BBA 6TH SEMESTER

DEPARTMENT OF BUSINESS
ADMINISTRATION GOVERNMENT DEGREE
COLLEGE KATHUA (J&K)
 CERTIFICATE

This is to certify that Mr.Jatin Kumar S/O Kuldeep Raj student of BBA part 3 rd Roll no. has
completed her project on the topic ‘TO STUDY THE MARKETING AND
PERFORMANCE OF ELECTRIC VEHICLES AT AMPERE ELECTRIC VEHICLE ,
KATHUA’’ under my guidance and supervision during the academic year 2020-2023 in the
partial fulfilment of requirements for awarding the degree of Bachelor of Business
Administration by University of Jammu.

To the best of my knowledge, the work done by the student is original and will be of
valuable source of scholars and organisation to carry advance research work.

PROJECT GUIDE HEAD OF DEPARTMENT

DR. JASWINDER SINGH DR. JASWINDER SINGH

 DECLARATION

I do hereby declare that the report title ‘‘MARKETING AND PERFORMANCE

ANALYSIS ” is a record of bonafide work done by me under the supervision of Dr.
JASWINDER SINGH and submitted to Govt. Degree College, Kathua in partial fulfillment
of the requirements for the award of degree of Bachelor ’s of Business Administration. This
has not been previously submitted for the award of any other diploma, degree or other similar
title.

NAME OF THE STUDENT:

JATIN KUMAR
 ACKNOWLEDEMENT

I would like to express my sincere gratitude to several individuals and organizations for
supporting me throughout my Graduate study. First, I wish to express my sincere gratitude to
my Project guide Dr. JASWINDER SINGH for his enthusiasm, patience, insightful
comments, helpful information, practical advice and unceasing ideas that has helped me
tremendously at all times in my project. His immense knowledge, profound experience and
professional expertise enabled me to complete this project on ‘Performance Appraisal’
successfully. Without his support and guidance, this project would not have been possible. I
could not have imagined having a better Guide in my study.

I am also grateful to Mr..Mridul Gupta [HR Head] for accepting me in Ampere Electric,
Kathua for performing this summer project and I am also thankful to him for his consistent
support and assistance. I am indebted to him and to entire organization.

Finally, last by no means least, also to everyone in GDC KATHUA it was great sharing
premises with all of you during last three years.

Thanks for all your encouragement.

JATIN KUMAR
 PREFACE

Summer training is the most vital part of BBA course, both as a link between theory and
actual industrial practices as well as opportunity on hands on experience in corporate
environment. I therefore, consider myself fortunate to receive the training in an esteemed
organization viz. Ampere Electric Vehicles.

For preparing the project report I visited Ampere Electric Vehicle Kathua for the duration to
avail the necessary information. The blend of learning and knowledge acquired during the
practical studies in the company is presented in this report. The project report starts with the
basic concept of performance appraisal and motive was to examine how performance
appraisal takes place at Ampere Electric Vehicles. The information presented in this project
report is being obtained from company personnel, company websites and other websites.
 Contents

TOPICS PAGE NO.

CHAPTER
NO.
1 INTRODUCTION 1-13

2 REVIEW OF LITERATURE 1-16

3 INDUSTRIAL PROFILE AND 17-29

ORGANISATIONAL PROFILE

4 RESEARCH METHODOLOGY 30-36

5 DATAANALYSIS AND INTERPRETATION 37-57

6 FINDINGS, CONCLUSIONS 58-62

AND SUGGESTIONS

7 BIBLIOGRAPHY 63
ANNEXURE
 LIST OF TABLES

TABLES PAGE NO.

Table 1 Page No.38

Table 2 Page No.39

Table 3 Page No.40

Table 4 Page No.41

Table 5 Page No.42

Table 6 Page No.43

Table 7 Page No.44

Table 8 Page No.45

Table 9 Page No.46

Table 10 Page No.47

Table 11 Page No.48

Table 12 Page No.49

Table13 Page No.50

Table14 Page No.51

Table15 Page No.52

 LIST OF FIGURES

FIGURES PAGE NO

Figure No. 1 Page No.38

Figure No. 2 Page No.39

Figure No. 3 Page No.40

Figure No. 4 Page No.41

Figure No. 5 Page No.42

Figure No. 6 Page No.43

Figure No. 7 Page No.44

Figure No. 8 Page No.45

Figure No. 9 Page No.46

Figure No. 10 Page No.47

Figure No. 11 Page No.48

Figure No. 12 Page No.48

Figure No.13 Page No.50

Figure No.14 Page No.51

Figure No.15 Page No.52

 CHAPTER-1

INTRODUCTION

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 MARKETING AND PERFORMANCE ANALYSIS

In recent years, the automotive industry has witnessed a monumental shift towards sustainability and clean
energy solutions, with electric vehicles (EVs) emerging as a key driver of this transformation. As concerns
about climate change and air pollution intensify, EVs offer a promising solution to reduce greenhouse gas
emissions and promote a greener future. However, for the widespread adoption of EVs to become a reality,
effective marketing strategies and comprehensive performance analysis are crucial.

This paper delves into the realm of marketing and performance analysis for electric vehicles, exploring the
unique challenges and opportunities associated with promoting and evaluating these advanced technologies.
By examining the evolving land101010 | P a g e scape of the EV market and evaluating the key factors that
influence consumer adoption, this analysis aims to provide valuable insights for industry stakeholders,
policymakers, and researchers.

Part 1: Marketing Analysis of Electric Vehicles

In the first part of this study, we delve into the intricacies of marketing electric vehicles. EVs present a
paradigm shift for traditional automakers, requiring them to develop innovative marketing strategies to
educate and entice consumers. We explore various aspects, including:

1. Consumer Perceptions: Understanding the perceptions, attitudes, and knowledge gaps surrounding electric
vehicles is essential for crafting effective marketing campaigns. We examine the common misconceptions and
concerns that often hinder consumer adoption, and discuss strategies to address them.

2. Branding and Positioning: Building strong and distinct brand identities for EV manufacturers is crucial to
differentiate their offerings in a competitive market. We analyze successful branding strategies employed by
leading companies and highlight key considerations for effective positioning.

3. Communication Channels: The digital age has revolutionized the way companies interact with their target
audience. We investigate the role of various communication channels, such as social media, online platforms,
and influencers, in reaching and engaging potential EV buyers.

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Part 2: Performance Analysis of Electric Vehicles

In the second part of this study, we shift our focus to performance analysis, recognizing that consumer
satisfaction and confidence in EVs are closely tied to their real-world capabilities. Key areas of exploration
include:

1. Range and Charging Infrastructure: The limited range of early EV models and the availability of charging
infrastructure have been persistent concerns for potential buyers. We evaluate the advancements in EV range
and the progress made in expanding charging networks, addressing the challenges that remain.

2. Performance Metrics: Acceleration, top speed, handling, and energy efficiency are vital performance metrics
that influence consumer decisions. We discuss the unique characteristics of electric vehicles and compare
them to internal combustion engine vehicles, examining how EVs are reshaping performance standards.

3. Battery Technology and Sustainability: The heart of an electric vehicle lies in its battery technology. We

explore the latest advancements in battery design, energy density, and charging capabilities, while also
addressing the sustainability concerns associated with battery production, use, and disposal.

Conclusion:

As the demand for electric vehicles continues to rise, the success of this transformative technology depends on
effective marketing and comprehensive performance analysis. By understanding consumer perceptions and
leveraging innovative marketing strategies, automakers can overcome barriers and accelerate EV adoption.
Simultaneously, performance analysis enables continuous improvement, addressing range anxiety, enhancing
driving experiences, and ensuring sustainable manufacturing practices. Together, these endeavors pave the
way for a future where electric vehicles become the norm, reducing emissions and driving us towards a more
sustainable and cleaner world.

Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and
exchanging offerings that have value for customers, clients, partners, and society at large.
Also,Marketing refers to the activities and processes that businesses undertake to promote their
products or services, attract customers, and generate sales. It involves a range of strategies, tactics,
and channels aimed at reaching and influencing target audiences. The ultimate goal of marketing is
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to create awareness, generate interest, build brand loyalty, and drive customer engagement and
satisfaction.

Marketing activities can include:

1. Market Research: Gathering and analyzing data about the target market, customer needs,
preferences, and competitors to inform marketing strategies and decision-making.
2. Product Development: Creating or refining products or services to meet customer demands and
preferences.
3. Branding: Developing a strong brand identity, including a name, logo, design elements, and
messaging, to differentiate a company or product from competitors and build recognition and trust.
4. Advertising: Using paid media channels such as television, radio, print, online ads, and social
media to deliver promotional messages to a wide audience and increase brand awareness.
5. Public Relations: Managing and building relationships with the media, influencers, and the public
to enhance brand reputation, generate positive publicity, and handle any potential crises.
6. Digital Marketing: Leveraging online platforms, including websites, search engines, social media,
email, and content marketing, to reach and engage target audiences effectively.
7. Sales Promotion: Offering incentives, discounts, or special offers to stimulate sales and
encourage customer action.

8. Direct Marketing: Communicating directly with potential customers through methods such as
direct mail, telemarketing, or email marketing to generate leads or drive sales.
9. Events and Sponsorships: Participating in or sponsoring events, trade shows, conferences, or
community initiatives to increase brand visibility, engage with target audiences, and build
relationships.
10. Customer Relationship Management (CRM): Implementing strategies and systems to manage
customer interactions, understand their preferences, and nurture long-term relationships.
Marketing is an ongoing and dynamic process that requires continuous evaluation, adaptation, and
optimization based on market trends, customer feedback, and business goals. It is a critical function
for businesses to effectively reach their target markets, promote their offerings, and achieve
sustainable growth.

Performance analysis of electric vehicles (EVs) involves evaluating and assessing various aspects of

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an electric vehicle's performance, capabilities, and efficiency. It aims to understand how well an EV
meets expectations, performs compared to its specifications, and compares to other vehicles in its
class. Here are some key areas of performance analysis for EVs:
1. Range and Energy Efficiency: One of the crucial factors in EV performance analysis is assessing
the vehicle's range, which refers to the distance it can travel on a single charge. Analyzing the
range performance involves evaluating real-world driving conditions, terrain, weather, and driving
habits to determine how the vehicle's range aligns with manufacturer claims. Energy efficiency is
also examined to assess how efficiently the vehicle converts battery energy into usable power.
2. Acceleration and Power: EVs are known for their instant torque and quick acceleration.
Performance analysis focuses on evaluating the acceleration capabilities and power delivery of
an EV, including its 0-60 mph (0-100 km/h) time and top speed. This analysis helps understand
how the vehicle performs in terms of speed and power output compared to traditional internal
combustion engine (ICE) vehicles.
3. Charging Speed and Infrastructure: Evaluating the charging capabilities of an EV is essential to
understand its practicality in real-world usage. Performance analysis involves assessing the
charging speed and compatibility with different charging stations, including Level 1 (standard
household outlet), Level 2 (240-volt charging), and DC fast charging. The availability and
accessibility of charging infrastructure and the impact it has on the overall user experience are
also considered.

4. Handling and Driving Dynamics: Performance analysis includes evaluating the handling,
stability, and driving dynamics of an EV. Factors such as suspension, steering responsiveness,
braking performance, and overall driving experience are assessed to understand the vehicle's
behavior on different road conditions and the driver's level of control and comfort.
5. Battery Performance and Degradation: EV batteries are a critical component, and their
performance and degradation over time are analyzed. This involves assessing factors such as
battery capacity, charging efficiency, temperature management, and degradation rates to
understand the long-term reliability and sustainability of the vehicle's power source.
6. Safety Features and Crash Test Performance: Performance analysis includes evaluating the
safety features and crash test performance of an EV. This involves examining the presence of
advanced driver-assistance systems (ADAS), crash test ratings, structural integrity, and safety
technologies incorporated into the vehicle to ensure occupant protection.

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7. User Experience and Technology Integration: Evaluating the user experience is an essential
aspect of performance analysis. This includes analyzing the user interface, infotainment system,
connectivity options, mobile app integration, and other technology features. Assessing the overall
ease of use, user-friendliness, and integration of technology enhances the understanding of the
vehicle's performance from a user perspective.
8. Comparative Analysis: Performance analysis involves comparing the performance of different
EV models within the same category or price range. This allows potential buyers and industry
experts to understand how an EV performs relative to its competitors, aiding in informed decision-
making.

Performance analysis of electric vehicles helps consumers, manufacturers, and researchers gain
insights into the capabilities, limitations, and overall performance of EVs. It plays a crucial role in
driving advancements, improving technology, and promoting the adoption and acceptance of
electric vehicles in the automotive industry.

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OBJECTIVES:

The objectives of marketing and performance analysis for electric vehicles (EVs) are as follows:

1. Increase Awareness and Adoption: One of the primary objectives of marketing for EVs is to create
awareness and promote the adoption of electric vehicles among target audiences. By effectively marketing
the benefits, features, and environmental advantages of EVs, the goal is to generate interest and educate
potential customers about the value proposition of electric mobility.

2. Drive Sales and Market Share: Marketing efforts aim to drive sales of electric vehicles and increase
market share for EV manufacturers. By implementing effective marketing strategies, businesses seek to
attract customers, generate leads, and convert them into actual EV purchases. The objective is to increase the
market penetration of EVs and achieve sustainable growth in sales and market presence.

3. Enhance Brand Image and Reputation: Marketing plays a crucial role in building and enhancing the
brand image and reputation of EV manufacturers. The objective is to position the brand as a leader in electric
mobility, create positive associations with sustainability and innovation, and establish trust and credibility
among customers. A strong brand image can influence customer preferences, increase brand loyalty, and
differentiate the company in a competitive market.

4. Understand Customer Preferences and Behavior: Marketing analysis aims to understand customer
preferences, behaviors, and buying patterns related to electric vehicles. By conducting market research,
analyzing consumer insights, and tracking marketing metrics, businesses gain valuable information about
target customers. The objective is to identify customer needs, tailor marketing strategies accordingly, and
develop products and services that align with customer expectations.

5. Optimize Marketing Strategies and ROI: Marketing and performance analysis help evaluate the
effectiveness and efficiency of marketing efforts for EVs. By tracking key performance indicators (KPIs)
such as customer acquisition cost, conversion rates, lead generation, and campaign performance, businesses
can assess the ROI of marketing activities. The objective is to optimize marketing strategies, allocate
resources effectively, and maximize the impact of marketing investments.

6. Monitor Competitor Landscape: Marketing analysis involves monitoring the marketing strategies and

7
 activities of competitors in the electric vehicle market. By understanding the competitive landscape,
businesses can identify market trends, benchmark their performance against competitors, and identify
opportunities for differentiation. The objective is to stay ahead of competitors, capitalize on market gaps, and
refine marketing tactics to gain a competitive advantage.

7. Assess and Improve Customer Satisfaction: Performance analysis in marketing includes evaluating
customer satisfaction levels and feedback related to EVs. By monitoring customer reviews, conducting
surveys, and analyzing customer service interactions, businesses can identify areas for improvement and
address customer concerns. The objective is to enhance the overall customer experience, increase customer
satisfaction, and foster long-term customer loyalty and advocacy.

8. Adapt to Evolving Market Trends: Marketing and performance analysis enable businesses to stay
updated on evolving market trends and customer preferences in the electric vehicle industry. By tracking
market dynamics, technological advancements, regulatory changes, and consumer behaviors, businesses can
adapt their marketing strategies and product offerings accordingly. The objective is to stay agile, anticipate
market shifts, and align marketing efforts with emerging trends and customer demands.

In summary, the objectives of marketing and performance analysis for electric vehicles encompass increasing
awareness, driving sales, enhancing brand image, understanding customer preferences, optimizing marketing
strategies, monitoring the competition, improving customer satisfaction, and adapting to market trends. These
objectives collectively contribute to the growth, acceptance, and success of electric vehicles in the market.

IMPORTANCE:

Marketing and performance analysis play a crucial role in the success and widespread adoption of electric
vehicles (EVs). Here are some key reasons why marketing and performance analysis are important for EVs:

1. Creating Awareness and Demand: Electric vehicles represent a relatively new and rapidly evolving
technology. Effective marketing campaigns help create awareness and generate demand for EVs among
consumers. By educating the public about the benefits of EVs, dispelling myths or misconceptions, and
highlighting the advantages of electric mobility, marketing efforts can drive consumer interest and increase
adoption rates.

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2. Overcoming Perceived Barriers: Electric vehicles face certain perceived barriers such as limited range,
charging infrastructure availability, and higher upfront costs. Marketing plays a vital role in addressing these
barriers by communicating accurate information about the progress made in battery technology, the expanding
charging infrastructure network, and cost savings associated with EV ownership. By addressing these
concerns, marketing helps build consumer confidence and removes obstacles to EV adoption.

3. Differentiating EV Brands and Models: The EV market is becoming increasingly competitive, with more
manufacturers entering the space. Marketing helps differentiate EV brands and models by highlighting unique
features, design elements, performance capabilities, and technological innovations. By effectively positioning
their offerings, manufacturers can stand out in a crowded market and attract consumers who resonate with
their specific value propositions.

4. Influencing Consumer Perception: Marketing shapes consumer perception of electric vehicles. Through
targeted messaging and storytelling, marketing efforts can position EVs as desirable, technologically
advanced, environmentally friendly, and aligned with the values of sustainability and reducing carbon
emissions. Positive consumer perception is crucial for building a strong brand image, fostering trust, and
generating long-term loyalty.

5. Optimizing Marketing Strategies: Performance analysis provides valuable insights into the effectiveness of
marketing strategies and tactics. By analyzing marketing metrics, campaign performance, customer feedback,
and market trends, businesses can assess the impact of their marketing efforts and optimize strategies for
better results. Performance analysis helps identify areas of improvement, refine target audience segmentation,
allocate marketing budgets effectively, and enhance overall marketing ROI.

6. Understanding Customer Needs and Preferences: Performance analysis and market research help businesses
gain a deeper understanding of customer needs, preferences, and buying behavior related to electric vehicles.
By analyzing customer feedback, conducting surveys, and studying market trends, businesses can tailor their
marketing messages, product features, and customer experiences to better meet customer expectations. This
customer-centric approach enhances the appeal and relevance of EVs to target audiences.
7. Enhancing Product Development and Innovation: Performance analysis provides valuable insights into the
strengths and weaknesses of electric vehicles. By evaluating aspects such as range, charging speed, energy
efficiency, battery performance, and user experience, businesses can identify areas for improvement and drive
innovation in EV technology. Marketing feedback and performance analysis data help inform product
9
development efforts and ensure that future EV models meet evolving customer demands and market trends.

8. Building Trust and Credibility: Marketing and performance analysis contribute to building trust and
credibility in the electric vehicle industry. By delivering on promises, meeting performance expectations, and
effectively communicating the advantages and value of EVs, businesses can establish themselves as reliable
and trustworthy providers of electric mobility solutions. This trust is essential for long-term customer
satisfaction, brand loyalty, and positive word-of-mouth.

In summary, marketing and performance analysis are essential for the successful promotion, adoption, and
advancement of electric vehicles. By creating awareness, addressing barriers, influencing consumer
perception, optimizing marketing strategies, and driving product development, these activities contribute to
the growth and acceptance of EVs in the market.

Benefits
Marketing and performance analysis for electric vehicles (EVs) offer several benefits to manufacturers,
consumers, and the overall EV industry. Here are some key benefits of conducting marketing and performance
analysis for electric vehicles:

1. Enhanced Market Understanding: Through marketing analysis, manufacturers gain a deeper understanding
of the EV market, including customer preferences, buying behavior, and market trends. This knowledge
allows them to develop targeted marketing strategies and tailor their EV offerings to meet customer demands
effectively.

2. Increased Brand Awareness and Adoption: Effective marketing helps raise awareness about electric vehicles
and their benefits. It educates consumers about the advantages of EVs, such as lower emissions, reduced fuel
costs, and technological advancements. By promoting the unique selling points of EVs, marketing efforts can
drive consumer interest and increase adoption rates.

3. Improved Product Positioning and Differentiation: Marketing analysis helps identify the strengths and
weaknesses of EV models compared to competitors. By understanding the competitive landscape,
manufacturers can strategically position their EVs, highlight unique features, and differentiate their offerings
in the market. This differentiation helps attract consumers and build brand loyalty.
1
4. Targeted Marketing Campaigns: Marketing analysis enables the identification of specific target audiences
for EVs. By understanding consumer segments, including their demographics, interests, and motivations,
manufacturers can develop targeted marketing campaigns. These campaigns can reach the right audience with
tailored messaging, resulting in higher engagement and conversion rates.

5. Optimal Resource Allocation: Marketing analysis allows manufacturers to evaluate the effectiveness of their
marketing efforts and allocate resources optimally. By tracking key performance indicators (KPIs) and return
on investment (ROI), manufacturers can identify the most successful marketing channels and strategies. This
knowledge helps in allocating resources to the most impactful marketing initiatives and maximizing results.

6. Customer Satisfaction and Loyalty: Performance analysis provides insights into customer satisfaction levels
and the driving experience of EV owners. By understanding customer feedback and preferences,
manufacturers can make improvements to enhance the overall performance, range, charging infrastructure,
and user experience of their EVs. Satisfied customers are more likely to become loyal advocates, positively
influencing the brand image and attracting new customers.

7. Product Improvement and Innovation: Performance analysis helps identify areas for improvement and
innovation in EV design, technology, and features. By analyzing data on range, energy efficiency, charging
speed, battery performance, and other factors, manufacturers can make informed decisions about product
enhancements. This drives continuous improvement, promotes technological advancements, and increases the
overall competitiveness of electric vehicles.

8. Industry Growth and Sustainability: Marketing and performance analysis contribute to the growth and
sustainability of the EV industry as a whole. By increasing consumer awareness, driving adoption rates, and
improving EV performance, these analyses help expand the market and encourage investment in EV
technology, charging infrastructure, and supportive policies. This growth benefits not only manufacturers but
also contributes to a more sustainable transportation ecosystem.

In summary, marketing and performance analysis for electric vehicles provide valuable insights that enable
manufacturers to better understand the market, position their EVs effectively, enhance customer satisfaction,
drive innovation, and contribute to the overall growth and sustainability of the EV industry.

1
PROCESS OF MARKETING AND PERFORMANCE ANALYSIS

The process of marketing and performance analysis of electric vehicles involves various steps and
considerations. Here's a general overview of the process:

1. Market Research: Conduct comprehensive market research to understand the target audience, their needs,
preferences, and purchasing behaviors related to electric vehicles (EVs). Identify the market size, growth
potential, and competition within the EV industry.

2. Target Market Segmentation: Segment the market based on factors such as demographics, psycho graphics,
and geographic location. This helps in tailoring marketing strategies to specific customer segments.

3. Product Positioning: Determine the unique selling propositions (USPs) of the electric vehicle and position it
effectively in the market. Highlight the advantages of EVs, such as environmental friendliness, cost savings,
and technological advancements.

4. Marketing Communication: Develop an integrated marketing communication plan to reach the target
audience. This may include a mix of traditional advertising, digital marketing, public relations, social media
campaigns, content marketing, and events targeting EV enthusiasts, Eco-conscious consumers, and early
adopters.

5. Branding: Create a strong and distinctive brand identity for the electric vehicle. This includes designing a
logo, tagline, and visual elements that reflect the values and attributes of the EV brand.

6. Distribution Channels: Establish an efficient distribution network that ensures availability of the electric
vehicle through dealerships, online platforms, and other sales channels. Provide adequate training and support
to the sales team to effectively promote EVs.

7. Pricing Strategy: Develop a pricing strategy that balances affordability with profitability. Consider factors
such as production costs, government incentives, competitor pricing, and target market's willingness to pay.

8. Performance Analysis: Continuously monitor and evaluate the performance of the electric vehicle in the
market. Collect data on sales figures, market share, customer feedback, and reviews. Analyze the data to
1
identify areas of improvement and assess the effectiveness of marketing strategies.

9. Customer Relationship Management: Foster strong customer relationships through post-purchase support,
regular communication, and loyalty programs. Encourage customer feedback and address any concerns
promptly to build brand loyalty and advocacy.

10. Sustainability and Environmental Messaging: Emphasize the environmental benefits of electric vehicles in
marketing campaigns. Highlight the reduction of carbon emissions, lower dependence on fossil fuels, and the
positive impact on air quality.

11. Partnerships and Collaborations: Seek partnerships with relevant stakeholders such as charging
infrastructure providers, renewable energy companies, and government bodies to enhance the marketing
efforts and promote the adoption of electric vehicles.

12. Adaptation and Innovation: Stay updated with industry trends and technological advancements in the EV
sector. Continuously adapt marketing strategies to meet evolving customer needs and leverage new
opportunities.

Furthermore,the specific marketing and performance analysis strategies may vary depending on the target
market, the type of electric vehicle, and the company's overall business objectives. It's essential to regularly
review and refine the marketing approach based on market feedback and changing industry dynamics.

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 CHAPTER-2

REVIEW OF LITERATURE

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PREVIOUS RESEARCH ON MARKETING AND PERFORMANCE ANALYSIS OF
ELECTRIC VEHICLES:

1. Marketing Strategies for Electric Vehicles:

- Gadelrab, M., & Breyer, C. (2017). The marketing and perception of electric vehicles: A study of
consumer attitudes in Germany and Norway. Renewable and Sustainable Energy Reviews, 77, 1261-
1274.
- Majeed, M. T., Aziz, A. A., & Razak, N. Z. A. (2020). A review on marketing strategies for electric
vehicles. International Journal of Energy Economics and Policy, 10(5), 119-126.
- Ardehali, M. M., Ma, Z., Wang, P., et al. (2020). Marketing strategies for electric vehicles: A systematic
review and future research directions. Energy Policy, 137, 111146.

2. Consumer Adoption and Perception of Electric Vehicles:

- Cullinane, S. J., Cullinane, S. J., & Ogilvie, S. (2015). Electric vehicle drivers: Who are they?
Transportation Research Part D: Transport and Environment, 34, 250-257.
- Sierzchula, W., Bakker, S., & Maat, K. (2014). The influence of financial incentives and other socio-
economic factors on electric vehicle adoption. Energy Policy, 68, 183-194.
- Kim, J., & Rasouli, S. (2020). Factors influencing consumers' adoption of electric vehicles: A literature
review. Transportation Research Interdisciplinary Perspectives, 5, 100125.

3. Performance Analysis of Electric Vehicles:

- Pasaoglu, G. (2016). Performance analysis of electric vehicles in terms of range and power. Transportation
Research Part C: Emerging Technologies, 67, 198-208.
- Ehsani, M., Gao, Y., & Emadi, A. (2018). Modern electric, hybrid electric, and fuel cell vehicles:
Fundamentals, theory, and design (3rd ed.). CRC Press.
- Tse, C. K., & Zhu, B. (2019). Modeling and performance analysis of electric vehicle charging stations.
IEEE Transactions on Smart Grid, 11(2), 1555-1563.

4. Environmental Impact and Sustainability of Electric Vehicles:

- Ellingsen, L. A. W., & Johansen, T. A. (2015). Environmental impacts of electric vehicles in Norway
through 2050: A life cycle assessment including regional differentiation. Journal of Industrial Ecology, 19(4),
539-551.
- Blanco, E., Gerlagh, R., Suh, S., et al. (2019). The environmental impacts of electric vehicles: A review,

1
addressing carbon emissions and toxicity burdens. Journal of Industrial Ecology, 23(1), 5-27.

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 - Alvarez, R. A., Kang, J. M., & Davis, S. J. (2018). A critical review of global decarbonization scenarios:
What do they tell us about feasibility? Current Opinion in Environmental Sustainability, 30, 64-74.

These studies provide insights into various aspects of marketing strategies, consumer behavior, performance
analysis, and environmental sustainability concerning electric vehicles. They can serve as a valuable
foundation for further research and inform decision-making in the field.

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 CHAPTER-3

INDUSTRIAL PROFILE

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Electric vehicles (EVs) have gained significant attention in India in recent years due to the growing emphasis
on sustainability, reducing dependence on fossil fuels, and combating air pollution. The Indian government,
along with various stakeholders, has been actively promoting the adoption and production of electric vehicles
in the country.

1. Government Initiatives:
- Faster Adoption and Manufacturing of (Hybrid &) Electric Vehicles (FAME) Scheme: Launched in 2015
and subsequently extended, FAME provides financial incentives to customers and manufacturers of electric
vehicles to promote their adoption and production.
- National Electric Mobility Mission Plan (NEMMP): Introduced in 2013, NEMMP sets ambitious targets
to achieve 30% EV penetration in India's vehicle fleet by 2030. It includes incentives, infrastructure
development, and research and development initiatives.
- Goods and Services Tax (GST) Reduction: The government reduced the GST rates on electric vehicles
from 12% to 5% to make them more affordable for consumers.

2. Infrastructure Development:
- Charging Infrastructure: Efforts are underway to establish a robust charging infrastructure across the
country. Public charging stations, both fast and slow chargers, are being installed in major cities, highways,
and residential complexes to support EV charging needs.
- Battery Swapping Stations: Battery swapping models are being explored as a way to address the range
limitations of electric vehicles. This allows drivers to swap depleted batteries with fully charged ones at
dedicated stations, minimizing charging time.

3. EV Manufacturers and Models:

- Various automakers have introduced electric vehicle models in the Indian market. Companies such as
Tata Motors, Mahindra & Mahindra, and AmpereElectric offer a range of electric cars, electric scooters, and
electric bikes catering to different customer segments and needs.
- Startups and new players have also entered the market, introducing innovative electric vehicle solutions
and contributing to the diversification of the EV landscape in India.

4. Benefits of Electric Vehicles in India:

- Environmental Impact: Electric vehicles produce zero tailpipe emissions, reducing air pollution and
greenhouse gas emissions.
1
 - Cost Savings: Electric vehicles offer lower operating costs compared to traditional internal combustion
engine vehicles due to lower fuel costs and reduced maintenance requirements.
- Energy Security: India's reliance on imported oil can be reduced with the adoption of electric vehicles, as
they can be powered by domestically produced renewable energy sources.
- Job Creation: The growth of the electric vehicle industry contributes to job creation in manufacturing,
charging infrastructure setup, and related sectors.

5. Challenges and Way Forward:

- Affordability: The initial purchase cost of electric vehicles is relatively higher than conventional vehicles.
Continued efforts to reduce costs and increase localization of production can help make EVs more affordable.
- Charging Infrastructure: Expanding the charging infrastructure network is crucial to alleviate range
anxiety and ensure convenient access to charging facilities across the country.
- Battery Technology and Local Manufacturing: Developing domestic battery manufacturing capabilities
and advancing battery technologies are essential for reducing dependence on imports and further reducing
costs.

In conclusion, the introduction of electric vehicles in India is driven by government initiatives, infrastructure
development, and the entry of manufacturers offering a range of EV models. The benefits of EVs, such as
environmental sustainability and cost savings, coupled with ongoing efforts to address challenges, indicate a
positive trajectory for the adoption and growth of electric vehicles in India's mobility landscape.

2
Organisational profile

2
Ampere Electric is an electric mobility company that specializes in manufacturing and providing electric
scooters and electric bikes. Founded in 2008, Ampere Electric is headquartered in Coimbatore, India, and has
established itself as a prominent player in the Indian electric vehicle market.

Ampere Electric's mission is to provide affordable and sustainable electric mobility solutions that cater to the
needs of consumers in urban and rural areas. The company aims to contribute to a greener and cleaner
environment by promoting the adoption of electric vehicles as a viable alternative to traditional petrol or
diesel-powered vehicles.

Scope:

Ampere Electric focuses on the design, development, and production of a range of electric scooters and
electric bikes. They offer a diverse portfolio of electric vehicles that cater to different customer segments,
including commuters, students, and delivery personnel. Ampere Electric's products are known for their
reliability, performance, and affordability, making them accessible to a wide range of customers.

The company's scope extends beyond just manufacturing electric vehicles. Ampere Electric also emphasizes
building a robust sales and service network across India to ensure that their products are readily available and
supported by excellent after-sales service. By establishing a strong distribution network, Ampere Electric
aims to make electric vehicles easily accessible to customers in both urban and rural areas of the country.

Mission:

Ampere Electric's mission centers around four key pillars:

1. Environment-Friendly Mobility: Ampere Electric is committed to promoting sustainable transportation

solutions that reduce carbon emissions and contribute to a cleaner environment. By manufacturing and
promoting electric vehicles, the company aims to mitigate the environmental impact caused by conventional
internal combustion engine vehicles.

2. Affordable Mobility: Ampere Electric strives to make electric mobility accessible to a larger section of
society. They focus on offering electric scooters and bikes at competitive prices without compromising on

2
quality and performance. By providing affordable options, Ampere Electric aims to encourage a wider
adoption of electric vehicles and contribute to the growth of the electric mobility ecosystem.

3. Customer-Centric Approach: Ampere Electric places a strong emphasis on understanding customer needs
and preferences. By focusing on customer-centricity, the company aims to develop electric vehicles that align
with customer requirements, ensuring a satisfying ownership experience. Additionally, Ampere Electric's
sales and service network aims to provide excellent customer support throughout the ownership journey.

4. Technology and Innovation: Ampere Electric believes in continuous technological advancement and
innovation. The company invests in research and development to improve the performance, range, and
overall user experience of their electric vehicles. By staying at the forefront of technology, Ampere Electric
aims to offer cutting-edge electric mobility solutions that meet the evolving needs of consumers.

VISION:

Ampere's vision is to empower and enhance the lives of people through affordable mobility
solutions, world-wide.

Key elements of Ampere Electric's vision include:

1. Sustainable Transportation: Ampere Electric aims to contribute to a sustainable future by offering electric
vehicles that produce zero tailpipe emissions. By transitioning from traditional fossil fuel-powered vehicles to
electric vehicles, Ampere Electric envisions a significant reduction in carbon footprint and air pollution.

2. Affordable Mobility Solutions: Ampere Electric believes in making electric vehicles accessible to a wide
range of customers. The company focuses on providing affordable electric scooters and bikes without
compromising on quality and performance. By offering cost-effective options, Ampere Electric aims to
democratize electric mobility and enable more people to adopt and experience the benefits of electric
vehicles.

3. Innovative Product Portfolio: Ampere Electric is committed to continuous innovation in its product
offerings. The company aims to develop and introduce cutting-edge electric vehicles with improved
performance, range, and features. By staying at the forefront of technology, Ampere Electric strives to offer
2
reliable and efficient electric mobility solutions that cater to the evolving needs of consumers.

4. Customer-Centric Approach: Ampere Electric places a strong emphasis on understanding and addressing
the needs of its customers. The company is dedicated to providing a superior ownership experience by
offering reliable products, excellent customer service, and a robust sales and service network. Ampere
Electric aims to establish long-lasting relationships with its customers based on trust, satisfaction, and
support.

5. Sustainable Urban Mobility Ecosystem: Ampere Electric envisions a comprehensive ecosystem of electric
mobility solutions. This includes not only the electric vehicles themselves but also the development of
charging infrastructure, battery technology advancements, and collaboration with stakeholders to drive the
adoption and growth of electric mobility. Ampere Electric aims to actively contribute to the creation of a
sustainable urban mobility ecosystem that benefits individuals, communities, and the environment.

Through its vision, Ampere Electric strives to be a leader in the electric vehicle industry, empowering people
with affordable and sustainable mobility solutions while driving positive change in the transportation
landscape.

Overall, Ampere Electric strives to play a significant role in the transformation of the Indian mobility
landscape by providing affordable and sustainable electric mobility solutions that cater to a diverse range of
customers.

GENERAL INFO:-

Company Name : Ampere Vehicles pvt. Ltd

Business Type : Import the Raw materials & Manufacturer
Founder & MID : Mrs. Hemalatha Annamalai, India
CO-Founder & Partner Product/Service
: Mr. Hang Chang Chieh, Singapore Electric Bikes, Battery Operated Bikes
:

2
Products:

Electric bikes are part of a wide range of Light Electric Vehicles (LEVs) that provide convenient
local transportation. Generally designed for one person and small cargo capacity, electric bike
range, speed, and cost are moderate. For most of us, the majority of our trips are less than 10 miles
- within the range of most e-bikes. Clean, quiet, and efficient LEVs offer the advantages of an
extra car without the burdens.

LEVs range in size from small electric scooters that fit under a bus seat, up to one- person cars that
use freeway HOV lanes. LEVs offer point-to-point transportation for one person and some cargo at
speeds and costs that are moderate. For most of us, half of our errands and trips are less than 10
miles and within the range of most LEVs. Using clean, efficient vehicles saves money and time
while helping the environment and improving our quality of life. People enjoy this technology.

Here are most LEV types. Either follow these links to in-depth introductions - or read on for shortdescriptions.
* Electric Scooters
* Electric Bicycles
* Electric Tricycles (adult three wheelers)
* Electric Pedi cabs (rickshaws)
* Utility/Cargo Vehicles

2
In contrast to conventional cars, LEVs offer dramatically reduced energy consumption: "In the
city, roughly 80% of the total energy consumed by cars comes from the effects of mass."

Electric Scooters:
Electric scooters start with an adult-sized scooter with air-filled tires - and add a motor and battery.
Riding one feels like water skiing on a single ski. Being more agile than bikes, scooters are more
fun and adventurous. Due to a wide variety of scooters available and the minimal legislation
regarding them, their speeds and range vary dramatically. When scooter range and speed increase,
so do size and weight.

2
Electric Bicycles:
Electric bikes and motors, when combined with a long list of bicycle options, extend ordinary
bikes into flexible and utilitarian vehicles. People amazed at the possibilities. Electric bikes also
combine well with bus and train for long-range point-to- point transportation. For most of us, that's
enough for our local errands. For some, it will get us to work faster than driving - and without the
stress.

Electric Tricycles (adult three wheelers)

For those with balance problems or other disabilities, an adult-sized trick with motor and battery
with a basket full of groceries.

Utility/Cargo Vehicles
Utility electric vehicles do the heavy lifting of carrying cargo and going off-road.

Electric Pedi-cabs (Rickshaws)

Electric Pedi-cabs are used in large cities for both transportation and sight-seeing. They offer the
same rider experience as standard Pedi-cabs but with a powerful assist for the driver.

Products – Save ‘n’ style

Ampere comes with the widest range of models to cater to the varied range and needs of people
Ampere brings in a vibrant range of colours in each model and also offers customer specified
color combinations.

Ampere comes with the widest range of models & colours to cater to the varied range and needs
of Indian people. The present product range include,

Youth
Ampere vehicle is specially designed for young people. These vehicles are
attractive and high speed in the electric vehicle segment i.e. max 50kmph.
▪ Arya
▪ Asva
▪ Aadi
▪ Diti

2
 ▪ Abhi
▪ Adya
▪ Bobo
▪ V60

Students
Ampere is design the electric vehicle to the student which is light in weight
andrun at an average speed of max.40kmph.
▪ Keya
▪ Twinkle
▪ Buddy
▪ Angel
▪ Spark

Industrial
Ampere vehicles are also producing the electric vehicles to the industry
people which are very useful to carrying the luggage for transferring goods to
one place to another place in the organisation.
▪ Gaja
▪ Mithra
▪ Dosth
▪ Yaar
▪ Maha

Customised
Ampere vehicles are also providing their vehicles for the customer's choice
which is useful to the customer to choose their own requirement. This vehicle is
can be used as electric rickshaw or else can be used for handicapped. This goes at
a speed of 35kmph max.
▪ Aditi

2
SECIFICATIONS

Model Name : Abhi

Weight (Without
Battery) : 40Kg
Weight (Battery) : 17Kg
Max. Loading : 60Kg
Max. Speed : 25Kmph
Motor Power : 250 W
Charger : AC 220V 50Hz
Battery Type : Maintenance Free
Battery Capacity : 60V 20Amp
Charge Time : 6 – 8 Hrs
Run Distance/Charge : 60Km
Price :`
24,000

Model Name : Adya 60

Weight (Without
Battery) : 58Kg Model Name : Angel
Weight (Battery) : 35Kg Weight (With Battery): 45Kg
Max. Loading : 100Kg Max. Loading : 90Kg
Max. Speed : 25Kmph Max. Speed : 25Kmph
Motor Power : 250 W Motor Power : 250 W
Charger : AC 220V 50Hz Charger : AC 220V 50Hz
Battery Type : Maintenance Free Battery Type : Maintenance Free
Battery Capacity : 60V 20Amp Battery Capacity : 36V 10Amp
Charge Time : 6 – 8 Hrs
Charge Time : 6 – 8 Hrs
Run Distance/Charge : 50Km
Run Distance/Charge : 35Km
Price :`
Price :`
33,500 14,500

2
Model Name : V60 Model Name : Diti
Weight (Without Weight (Battery) : 28Kg
Battery) : 65Kg Max. Loading : 75Kg
Weight (Battery) : 45Kg Max. Speed : 35Kmph
Max. Loading : 100Kg Motor Power : 250 W
Max. Speed : 35Kmph Charger : AC 220V 50Hz
Motor Power : 250 W Battery Type : Maintenance Free
Charger : AC 220V 50Hz Battery Capacity : 60V 20Amp
Battery Type : Maintenance Charge Time : 6 – 8 Hrs
Free Battery Capacity : 60V 20Amp Run Distance/Charge : 50Km
Charge Time : 6 – 8 Hrs Price :`
Run Distance/Charge : 50Km 28,000
Price :`
35,000

Model Name : BOBO

Weight (Without
Battery) : 53Kg
Weight (Battery) : 28Kg
Max. Loading : 75Kg
Max. Speed : 35Kmph
Motor Power : 250 W
Charger : AC 220V 50Hz
Battery Type : Maintenance Free
Battery Capacity : 60V 20Amp
Charge Time : 6 – 8 Hrs
Run Distance/Charge : 50Km

3
Price : `32,500 & `32,000

3
 CHAPTER-4

RESEARCH METHODOLOGY

3
Research Methodology is a science of studying how research is done scientifically. It is
a way to systematically solve the research problem by logically adopting various steps.
Research methodology refers to the systematic approach used by researchers to collect and
analyse data in order to answer research questions or test hypotheses. The process of
conducting research can be divided into several stages, each of which plays an important role
in ensuring that the research is conducted in a rigorous and reliable manner.

The following are the general steps involved in the research methodology process:

Identify the research problem: The first step in the research methodology process is to
identify the research problem. This involves identifying the research question, defining the
problem and stating the research objectives.

Conduct a literature review: Before conducting research, it is important to conduct a

comprehensive literature review to determine what has already been studied and what gaps
exist in the existing research.

Formulate a research design: Once the research problem and literature review have
been completed, the researcher must formulate a research design. This involves selecting the
appropriate research method, identifying the study population, determining the sampling
method, and designing the data collection instruments.

Collect data: Data can be collected using various methods such as surveys, interviews,
focus groups, observation, and experiments. The researcher must carefully select the
appropriate data collection method and ensure that the data is collected in a systematic and
reliable manner.

3
Analyse data: Once data has been collected, it must be analysed to draw conclusions and
answer the research question. This involves using statistical methods, coding qualitative data,
and interpreting the results.

Draw conclusions: After analysing the data, the researcher must draw conclusions based
on the findings. It is important to ensure that the conclusions are based on the data and that
they are relevant to the research question.

Communicate the results: Finally, the researcher must communicate the results of the
research to the relevant audience. This may involve writing a report, publishing a journal
article, or presenting the findings at a conference.

Throughout the research methodology process, it is important to ensure that the research is
conducted in an ethical and responsible manner. This involves obtaining informed consent
from participants, protecting their privacy and confidentiality, and ensuring that the research
does not harm them in any way.

3
 RESEARCH OBJECTIVES:

The research objective outlines the specific goal or purpose of your research. It clarifies what
you intend to achieve through your research study. The research objective should be specific,
measurable, achievable, relevant, and time-bound (SMART). Here are a few examples of
research objectives for a study on Ampere Electric Vehicles:

1. To analyze the market demand for electric vehicles in a specific geographic region and
identify factors influencing consumer adoption.

2. To evaluate the effectiveness of Ampere Electric's marketing strategies in creating brand

awareness and driving customer engagement.

3. To assess the customer satisfaction levels with Ampere Electric's electric vehicles and
identify areas for improvement.

4. To examine the perceptions and attitudes of potential customers towards electric vehicles
and understand their preferences, concerns, and purchase decision-making factors.

3
5. To assess the environmental and sustainability impact of Ampere Electric's electric
vehicles compared to conventional vehicles, considering factors such as carbon emissions,
energy consumption, and overall ecological footprint.

Remember to ensure that your research objectives are aligned with the scope of your study,
feasible within the available resources and time frame, and contribute to the overall
understanding and improvement of Ampere Electric's business and operations.

3
RESEARCH DESIGN:

Research technique:

The mode of the research was the descriptive research:

Sample Design:

The survey was conducted in Ampere Electric Kathua with 250 people as respondent. A
sample of 250 people was taken to conduct the survey. The people belong to different
designations.

Collection of data:

Two types of data were taken into consideration i.e.; primary data and secondary data. The
secondary data was used only to supplement the primary data and to make things clear.

Sample Method:

Convenience random sampling method is used for the survey of this project. It is a non-
probability sample. This is the last reliable design but normally the cheapest and easiest to
conduct. In this method researcher have a freedom to choose whomever they find, thus the
name convenience. Example includes informal pools of friends and neighbour or people
responding to a newspaper’s invitation for readers to state their position on some public issue.

Primary Data:

Primary data was collected through survey method by distributing questionnaire among
employees and workers.

3
Secondary Data:

Some books, previous project reports and annual report of the organization for some topic
like introduction to the topic and also referred some websites has been consulted.

Statistical tools:

The main research instrument with the help of which survey undertaken was questionnaire.
The questionnaire contains a set of open-end questions though which was collected.

LIMITATIONS OF STUDY FOR RESEARCH:

 Time constraints: Time provided to us was short which make it difficult for us
to conduct survey at wider range.

 Sometimes respondents did not respond well to all the questions in the questionnaire.

 Some bias might have occurred in analysis because of lack of expert knowledge.

 Biasness in views of respondents can’t be ruled out.

 Resistance to change sometimes affects view of respondents.

 Analysis is done with the limited availability of the data.

3
 CHAPTER-5
DATA ANALYSIS AND INTERPRETATION

3
ANALYSIS OF QUESTIONIARE
QUESTION-2 Age of respondents

Age No. of respondents Percentages (%)

18-25 175 70%
26-33 50 20%
33-41 7.5 3%
41above 17.5 7%
Total 250 100%

AGE
3%
7%

20%

18-25
26-33

70% 33-41
41 above

INTERPRETATION
From the above pie chart we get to understand that about 70% of people out of 250 are of age
group 18-25,20% of are between 26-33,3% are of age group 33-41 and 7% are of age group
41 and above.

4
Question-3 Gender

Gender No. of respondents Percentages (%)

Male 175 70%

Female 75 30%
Total 250 100%

GENDER

75

MALE
FEMALE

175

INTERPRETATION
From above pie chart I found that about 70 % of the respondents were male and 30 % of
them were female.

4
Question-4 Occupation of people

Employee No. of respondents Percentages (%)

Govt. employee 49 19.6%

Private employee 50 20%
Self employee 26 26%
Others 125 50%
Totals 250 100%

Govt.
employee, 49

Others, 125
Private
employee, 50

Self employed, 26

INTERPRETATION
From above pie chart out of 250 respondents, there are 20 % private employees, 19.6 % are
govt. employees, 10.4 % self employees and about 50 % are working in other professionals.

4
Question-5 Income per month

Income per month No. of respondents Percentages (%)

Nill 30 12%
<10000 100 40%
10000-25000 50 20%
26000-40000 50 20%
40000-above 20 8%
Total 250 100%

Income per month

20 30

50
Nil
<10000
100
10000-25000
50 26000-40000

40000-above

INTERPRETATION
Income varies from person to person. From 250 respondents about 12 % respondents are
having no income they are dependent on their parents or on family members, about 40 % of
respondents were having less than Rs 10000 income and between Rs 10000-25000 and
26000-40000 only 20-20 % respondents were having income and only 8 % of people were
having more than Rs 40000 income. Income plays the important factor for the buying
behavior of customer. The income is based on monthly basis.

4
Question-6 Size of the family

Size of family No. of respondents Percentages (%)

Below 4 members 15 6%
5-6 members 125 50%
6-7 members 50 20%
More than 8 members 60 24%
Total 250 100%

size of family

15
60

below 4 members
5-6 members
125 6-7 members
50

more than 8

INTERPRETATION
Every respondent was having different family size, according to above pie chart I found that
about 50 % of respondents were having 5-6 members in a family, about 20 % were having 6-
7 members , about 24 % were having more than 8 members in a family and only 6 % were
having less than 4 members in a family.

4
Question-7 what is the main source of financing while purchasing a twowheeler?

Source of finance No. of respondents Percentages (%)

Bank 120 48%
Cash payments 80 32%
Others 50 20%
Total 250 100%

Source of finance

50

bank
120 cash payment
others

80

INTERPRETATION
From the above pie chart I understand that most of people were dependent on bank loan for
purchasing the vehicle. About 48 % of respondents were dependent on bank loan as source of
finance; about 32 % of them use cash payment as source of finance and 20 % of them were
dependent of other types of sources of finance.

4
Question-8 Do you own a two wheeler vehicle?

Own a two wheeler vehicle No. of respondents Percentages (%)

Yes 225 90%
No 25 10%
Totals 250 100%

no, 25

yes, 225

INTERPRETATION
Above pie chart states that about 90 % of people own their two wheeler and only 10 % out of
250 respondents do not own two wheeler. It means most of people want and own two wheeler
as it is easy to drive and also cost effective.

4
Question-9 how many members in a family legally eligible to ride two wheeler?

Eligible member in a fimaly No. of respondents Percentages (%)

1 Member 20 8%
2 Member 110 44%
3 Member 90 36%
4 Member 30 12%
Total 250 100%

Eligible members in a family

30 20

Member
90 110 Member
Member
More than 4

INTERPRETATION
From this pie chart I come to know that how many members in a family are legally eligible in
a family to drive two wheeler. Only 8 % respondents are having one member in a family who
is eligible to drive two wheeler, 44 % were two members in family to drive two wheeler, 36
% were having three members and only 12 % were having more than 4 members in a family
who are legally eligible to drive a two wheeler. No. of members in a family who are eligible
to drive two wheeler also effects the sale of two wheeler.

4
Question-10 on an average how many kilometers do you drive in a day?

No. of kilometers in a day No. of respondents Percentages (%)

Less than 10 kms 108 43.2%
11-20 kms 90 36%
21-30 kms 30 12%
More than 30 kms 22 8%
Total 250 100%

No of kilometers in a day

22
30
108
less than 10 kms
11-20 kms
21-30 kms
90 more than 30 kms

INTERPRETATION
From the above pie chart I found that out of 250 respondents 36 % of people drive their
vehicle between 11 – 20 kms per day, 43.2 % of people drive less than 10 kms per day, 12 %
of people drive between 21 -30 kms per day and 8.8 % drive for more than 30 kms.

4
Question-11 Are you aware about e-bike?

Awareness of e bike No. of respondents Percentages

Yes 135 54%
No 115 46%
Totals 250 100%

awareness of e-bike

115
135

yes
no

INTERPRETATION
From above pie chart I come to know that only 54 % respondents were aware of electric bike
and about 46 % of respondents were not aware about electric bike, what type of product it is.

4
Question-12 from which source did you come to know about electronic bikes?

Source of knowlege about e-bikes No. of respondents Percentages (%)

Not aware 115 46%
Newspaper 20 8%
Internet 10 4%
Hoarding 30 12%
Pamplets 10 4%
On road promotions 15 6%
Word of mouth 50 20%
Total 250 100%

Source of knowledge about e-bike

50 Not aware
Newspaper

15 115 Internet

10 Hoarding
Pamplets
30 On road promotions
10 20 Word of mouth

INTERPRETATION
From the above Bar chart we found that out of 250 respondents 46 % of the people are not
aware of Electric Bikes, 8 % of people are aware through Newspaper, 20 % of people are
aware through word of mouth, 4 % of people are aware through Internet, 12% of the people
are aware through hoardings, 4 % from pamphlets and about 6 % were aware from on road
promotions.

5
Question -13 which brands of electric bike are you aware of?

Awareness of brands No. of respondents Percentages (%)

Not aware 115 46%
YO BYKE 5 2%
HERO ELECTRIC 120 48%
AVON 10 4%
Total 250 100%

Awareness of e-bike brands

10

Not aware
115 YO BYKE
HERO ELECTRIC AVON
120

INTERPRETATION
From the above pie chart I found that about 48 % percent of people were aware about
Ampereelectric brand, 2 % were aware of yo byke, 4 % were aware of Avon brand and 46 %
of people were not aware of any brand of electric bike.

5
Question-14 After purchasing a bike for how many years would you prefers to
use it?

Usage of bike after purchase No. of respondents Percentages (%)

0-2 Years 30 12%
2-4 Years 90 36%
5-6 Years 60 24%
More than 7 Years 70 28%
Totals 250 100%

Usage of bike after purchase

30
70

0-2 years
90 2-4 years
5-6 years
60 more than 7 years

INTERPRETATION
From the above Pie chart we found that out of 250 respondents 24 % of people use the bikes
for 5-6 years, 36 % of people use for 2-4 years, 28 % of people use for more than 7 years and
12 % use for less than 2 years.

5
Question -15 if you are willing to purchase a bike which one you would prefer?

Willing to purchase No. of respondents Percentages (%)

Yes 193 77.2%
No 57 22.8%
Total 250 100%

Willing to purchase

57

Petrol bike
Electric bike

193

INTERPRETATION
From the above pie chart I come to know that about 77.2 % people wants to purchase petrol
bike and 22.8 % are the only people who wants to purchase electric bike.

5
Question -16 According to which source of advertisement is more effective in
Kathua to increase the sales of electric bike?

Source of advertisement No. of respondents Percentages (%)

Newspaper 160 64%
Tv advertisements 9 3.6%
Sales person 8 3.2%
Hoarding 15 6%
Mobile messaging 6 2.4%
Sponsoring events 52 20.8%
Total 250 100%

Source of advertisement

52 Newspaper
TV advertisements Sales Person Hoarding
Mobile Messaging
6 Sponsering events
15
8
160
9

INTERPRETATION
From the above Bar chart we found that out of 250 respondents 64 % of people think that
Newspaper is the best source of creating awareness about Electric Bikes, 3.6 % of people
through TV Ads, 6 % through Hoarding, 3.2 % through Sales person, 20.8 % people through
Sponsoring events and 2.4 % people through Mobile Messaging.

5
LIMITATIONS
 The perception level of the people.

 Availability of documents as a source of secondary information.

 People are not willing to fill the questionnaire

 Some of the respondents refuse to give the important information best known to them

In spite of all these limitations best efforts have been put to make the report correct, genuine
and fulfilling the objectives of the report.

FINDINGS
 46% people are not aware about Electric bikes in Kathua City.

 22.8% people are willing to purchase Electric bikes in Kathua city.

SUGGESTIONS
 There is need to bring more awareness of various other features of AMPERE ELECTRIC
BIKES in the mind of customer by advertising in newspapers ,Television commercials
and hoardings.
 Not suitable for long ride.

 Good for learner and youths.

CONCLUSION
 There should be more charging points so that it can be easily charged conveniently.

 More brand awareness should be created by adapting a proper promotion mix for
AmpereELECTRIC BIKES through Television advertising, Road shows, Trade Fair,
Hoardings.
 More display in showrooms and open up more showrooms or small outlets nearby Kathua
city to create the awareness among people and make easy to people to get service their
vehicle and many more things.
 The promotion of AmpereELECTRIC BIKES should be done rigorously to save petrol
and diesel and it should be promoted as a vehicle which is Pollution free.
 The speed factor has to be increased and the appearance has to be worked upon price is
high.

5
 The carrying capacity needs to be improved.

 They should design the bikes in such a way that it attracts youths.

5
QUESTIONNAIRE
Dear Sir/Madam
I am the student of Institute of Government Degree College,Kathua. As a part of my summer
training report I am conducting the research on the topic “Marketing and Performace
Analysis of Ampere Electric Vehicles I need your help and support to complete this research.
The success of this research will depend on your trust and clear response. So kindly provide
me your opinion to fill these questionnaires.
I hereby declare that the information will be confidential and will not be misused.
1) Name:

2) Age:

3) Gender :

A )Male
B) Female

4) Occupation:

A) Government employee
B) Private employee
C) Self employed
D) Others

5) Income per Month

A) Below 10000
B) 10000-25000
C) 26000-40000
D) More than 41000

6) Size of the family

A) Below 4 Members
B) 4-6 Members
C) 7-8 Members
D) More than 8 Members

5
7) What is the main source of financing while purchasing a two wheeler?
A) Bank loan
B) Full cash payment
C) Others

8) Do you own a two wheeler

vehicle? A )Yes
B) No

9) Members in a family legally eligible to ride two

wheeler: A)1Member
B) 2 Members
C) 3 Members
D) more than 4 Members

10) On an average how many kilometers do you drive in a day?

A) Less than 10 km
B) 11-20 kms
C) 21-30 kms
D) More than 31 kms

11) Are you aware about E-Bikes?

A) Yes
B) No

12) From which source did you come to know about electronic bikes?
A) Newspapers
B) Magazines
C) Internet
D) Hoardings
E) Pamphlets
F) On road promotion
G) Word of mouth

13) Which brands of Electronic Bikes are you aware of?

A) Yo Bykes

5
B) AmpereElectric
C) Not Aware
D) Avon

14) After purchasing a bike for how many years would you prefer to use it?
A) 0-2 Years
B) 3-4 Years
C) 5-6 Years
D) More than 7 Years

15) If you are willing to purchase a bike which one would you prefer?
A) Petrol bike
B) Electronic bike
16) According to you which source of advertisement is more effective in Kathua
city to increase sales of Electronic Bikes?
A) Newspaper
B) TV Ads
C) Sales Persons
D) Hoarding
E) Mobile Messaging
F) Sponsoring Events

17) Do you think that sales of Electronic Bikes are doing well?
A) Yes
B) No

18) Please give your valuable opinion for Electronic Bikes

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SUGGESTIONS AND

CONCLUSION

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SUGGESTIONS:

When preparing an internship report on electric vehicles, consider including the following
suggestions to enhance the quality and effectiveness of your report:

1. Introduction and Background: Provide a comprehensive introduction to electric vehicles,

including their significance, benefits, and challenges. Discuss the current state of the electric
vehicle market and the growing global demand for sustainable transportation solutions.

2. Objectives and Scope: Clearly state the objectives of your internship report. Outline the
specific areas or aspects of electric vehicles that you will be focusing on, such as marketing
strategies, consumer behavior, industry trends, or technological advancements. Define the
scope of your research to ensure a focused and manageable report.

3. Literature Review: Conduct a thorough literature review to understand the existing

knowledge and research on electric vehicles. Explore academic papers, industry reports, and
reputable sources to gain insights into various aspects such as market trends, marketing
strategies, customer perceptions, and policy frameworks.

4. Methodology: Describe the research methodology employed during your internship,

including data collection methods, sample selection, and analysis techniques. Provide a clear
explanation of how you gathered and analyzed the relevant information for your report,
whether through surveys, interviews, market research, or data analysis.

5. Findings and Analysis: Present the findings of your research and analysis in a structured
manner. Identify key trends, challenges, and opportunities in the electric vehicle industry.
Analyze the effectiveness of marketing strategies, consumer preferences, market dynamics,
and technological advancements. Use data, charts, and graphs to support your analysis and
provide a comprehensive understanding of the findings.

6. Recommendations: Based on your research and analysis, provide actionable

recommendations for stakeholders in the electric vehicle industry. This can include
suggestions for improving marketing strategies, enhancing customer engagement, addressing
infrastructure challenges, and promoting policy initiatives. Ensure that your
recommendations are practical, feasible, and aligned with the objectives of your report.
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7. Conclusion: Summarize the main findings, implications, and recommendations of your
internship report. Reflect on the significance of your research and its potential impact on the
electric vehicle industry. Provide a concise and conclusive summary of the key insights and
outcomes of your internship experience.

8. References: Include a comprehensive list of references and citations to acknowledge the

sources you have used throughout your internship report. Follow a consistent referencing
style, such as APA or MLA, to maintain academic integrity.

9. Appendices: Include any supplementary materials, such as survey questionnaires,

interview transcripts, or additional data analysis, in the appendices section. This will provide
readers with access to detailed information and support the validity of your research.

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CONCLUSION:

In conclusion, the marketing internship report on electric vehicles (EVs) has provided
valuable insights into the marketing strategies and dynamics of the EV industry. Through the
internship experience, the following key conclusions can be drawn:

1. Rising Demand and Market Potential: The research indicates a significant increase in the
demand for electric vehicles globally. Factors such as environmental concerns, government
support, and technological advancements have contributed to the growing market potential
for EVs. This presents a tremendous opportunity for companies operating in the EV industry.

2. Targeted Marketing Strategies: Successful marketing strategies for EVs require a deep
understanding of the target market. By segmenting the market based on consumer
preferences, lifestyle, and purchasing behavior, companies can tailor their marketing efforts
to effectively reach and engage their target audience. Emphasizing the environmental
benefits, cost savings, and technological advancements of EVs is crucial in driving adoption.

3. Branding and Positioning: Building a strong brand image and positioning is vital in a
competitive market. Companies should focus on communicating the unique selling points of
their EVs, such as range, performance, charging infrastructure, and sustainability.
Differentiating the brand from competitors and creating a positive perception among
consumers can significantly impact the success of marketing efforts.

4. Education and Awareness: The internship report highlights the importance of educating
and creating awareness among consumers about EVs. Many potential buyers still have
concerns about EV technology, range anxiety, and charging infrastructure. Effective
marketing strategies should aim to address these concerns and provide accurate information
to potential customers, emphasizing the benefits and debunking common misconceptions.

5. Collaboration and Partnerships: Collaboration with stakeholders such as government

agencies, utility companies, and charging infrastructure providers is essential for successful
EV marketing. Partnerships can support initiatives like expanding charging infrastructure,
incentivizing EV adoption, and advocating for supportive policies. Working together with
industry players and stakeholders can accelerate the growth and acceptance of EVs.

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6. Continuous Innovation and Adaptation: The EV market is evolving rapidly, with new
technological advancements and changing consumer preferences. Companies should embrace
innovation and continuously adapt their marketing strategies to stay competitive. This
includes staying updated on industry trends, monitoring customer feedback, and leveraging
emerging marketing channels and technologies.

In conclusion, the marketing internship report emphasizes the rising demand for EVs, the
importance of targeted marketing strategies, branding and positioning, education and
awareness campaigns, collaboration with stakeholders, and continuous innovation. By
implementing these strategies, companies can effectively promote EVs, contribute to the
growth of the industry, and facilitate the transition to a more sustainable and environmentally
friendly transportation system.

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ANNEXURE

Bibliography:

1. Research Methodology and Techniques by CR Kothari.

2. Personnel/Human Resource Management by Decenzo & Robbins.
3. Human Resource Management by Kalyani publications.
4. How to be good at performance appraisal by Dick Grote.

WEBSITES:

~ www.performanceappraisal.com
~ www.google.com
~ https://www.linkedin.com/company/ampere-vehicles/
~ www.managementstudies.com
~ https://ampere.greaveselectricmobility.com/
~ https://www.amperemotors.com/

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