A STUDY ON CUSTOMER PREFERENCE AND SATISFACTION TOWARDS TATA ELECTRIC VEHICLES

Paper ID: EIJTEM_2025_12_2_9-18

Author's Name: Dr R Muthukrishnan, Amirtha Varshini N, Aswath S

Volume: 12

Issue: 2

Year: 2025

Page No: 9-18

Abstract:

This study explores customer brand preference and satisfaction towards Tata Motors' electric vehicles (EVs), focusing on key factors influencing consumer choices and experiences. With the growing adoption of EVs in India, understanding customer expectations is crucial for enhancing brand engagement and long-term loyalty. The primary objective of this research is to examine how factors such as driving experience, battery performance, charging infrastructure, affordability, and after-sales service shape customer satisfaction with Tata EVs. Additionally, the study investigates the role of brand perception, environmental consciousness, and technological advancements in influencing purchasing decisions. The research covers various aspects of EV ownership, including charging convenience, vehicle performance, maintenance costs, and overall value for money. It also considers the impact of word-of-mouth marketing, government incentives, and customer service quality on consumer loyalty. The study is based on primary data collected through structured surveys from Tata EV owners and potential buyers, supplemented by secondary data from market reports, industry publications, and academic research. By examining these factors, this study provides insights that can help enhance customer experience, strengthen brand positioning, and promote the adoption of electric vehicles.

Keywords: CUSTOMER PREFERENCE, SATISFACTION, TATA ELECTRIC VEHICLES

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