Dissecting Consumer Preferences of Two-Wheeler EV Features through Conjoint Analysis

Dissecting Consumer Preferences of Two-Wheeler EV Features through Conjoint Analysis

Dr. M.MYTHILY (Assistant Professor),

Muthurangam Government Arts College, Department of Business Administration,  Otteri Rd, Vellore, Tamil Nadu 632002

Email: tholvandhana@gmail.com / profmythilymariappan@gmail.com

ABSTRACT

The prominence of two-wheelers within the mobility ecosystem in India is undeniable. With growing environmental awareness and policy shifts, Electric Two-Wheelers (EVs) are projected to represent a substantial portion, ranging from 60 to 70 percent, of new vehicle sales by 2030. It is crucial to discern the features that attract consumers most in electric two-wheelers. However mere isolated factor ranking is unrealistic. EVs have both good and bad features in combination. This research employs conjoint analysis to identify the most desirable combination features, offering a more realistic and actionable insight into consumer preferences. It was found that based on importance value,  price has the most influence on overall preference and Whether the EV brand is used by persons known to the respondent has least influence on overall preference for a particular brand of two- wheeler EV. Higher battery range shows higher utility score and there is an inverse relationship between price and utility, with higher prices corresponding to lower utility. Surprisingly, the utility score of non-reputed  brand is less than reputed brand. Absence of extra fancy software features , non-removable battery and absence of Physical Service center have better utility scores. These aspects would have not been highlighted if features were not ranked as a combined profile cards.

KEYWORDS : Electric Vehicles , Conjoint Analysis, Utility Scores, Importance value.