A STUDY OF PEER-GROUP INFLUENCE ON POST-PURCHASE DECISION OF ELECTRIC VEHICLE CONSUMERS IN AMRAVATI CITY

The rapid diffusion of electric vehicles (EVs) in India has shifted scholarly attention from purchase intention to post-purchase behaviour. Post-purchase decisions such as satisfaction, loyalty, purchase intention, and word-of-mouth communication are increasingly shaped by social interactions and peer-group influence. This study examines the impact of peer-group influence on post-purchase decisions of electric vehicle consumers in Amravati City, a semi-urban market where interpersonal communication plays a dominant role. A descriptive research design was adopted, and primary data were collected from 100 electric vehicle users using a structured Likert scale questionnaire. Descriptive statistics and correlation analysis were used to analyse the relationship between peer influence and post-purchase behaviour. The findings reveal that peer-group influence has a significant positive impact on customer satisfaction and purchase intention. Positive peer feedback reinforces confidence and loyalty, whereas negative peer discussions lead to dissatisfaction and hesitation toward repeat purchases. The study highlights the importance of social validation in sustaining EV adoption beyond the purchase stage and provides implications for marketers, dealers, and policy makers.