A Study on the Role of Digital Marketing Strategies in Enhancing B2c Sales of Electric Bikes: Evidence from Amravati City
Vedant Kakade¹, Prof. P. M. Wasankar²
¹PG Student, Department of Business Administration,
Sipna College of Engineering & Technology, Amravati, Maharashtra, India vedantkakade1208@gmail.com
²Assistant Professor, Department of Business Administration,
Sipna College of Engineering & Technology, Amravati, Maharashtra, India pmwasankar@sipnaengg.ac.in
ABSTRACT
Consumer buying behaviour in the automobile sector has changed rapidly due to the growth of digital marketing and increasing awareness about eco-friendly transportation. Electric bikes have emerged as a popular alternative to conventional vehicles, especially in urban areas. This study focuses on analyzing the role of digital marketing strategies in enhancing Business-to-Consumer (B2C) sales of electric bikes in Amravati City. The main objective of the study is to understand how digital marketing tools influence consumer awareness, perception, and purchase decisions.
The study examines various digital marketing strategies such as social media marketing, online advertisements, company websites, influencer marketing, search engine optimization, and online customer reviews. These tools help manufacturers and dealers to reach a wider audience, promote product features, and educate consumers about the benefits of electric bikes. The study finds that social media platforms and online advertisements play a significant role in attracting young and environmentally conscious consumers.
The study further reveals that consumer response to digital marketing varies according to age, income level, and digital awareness. While younger consumers are more influenced by social media campaigns, other consumers rely on websites and online reviews for decision-making. The study concludes that effective digital marketing strategies significantly contribute to increasing awareness and B2C sales of electric bikes in Amravati City
