The Challenges Encountered by Consumers During the Purchase and Utilization of Electric Two-Wheelers in Thrissur District, Kerala, India

Objective: This research aimed to recognize the difficulties faced by consumers in the process of acquiring and utilizing electric two-wheelers. Methodology: Data essential for this investigation were gathered from both primary and secondary sources. Primary data collection involved structured interviews with respondents in May 2023. Secondary data were obtained from various sources such as websites, government publications, and reports. A sample of 30 respondents using electric vehicles in Thrissur was chosen through random sampling. The issues faced by consumers in purchasing and using electric vehicles were prioritized using Garrett’s Ranking Technique. Findings: According to Garrett’s ranking, the primary challenges encountered by consumers in purchasing electric vehicles included high costs, while the main issues during usage were the limited availability of service centers, as well as a shortage of skilled labor for breakdowns and maintenance. Conclusion: The outcomes of this analysis will support marketers in comprehending consumer challenges, enabling them to devise and implement marketing strategies effectively, thereby enhancing their competitive advantage.