CHAPTER 1

PROJECT SYNOPSIS

A STUDY OF CUSTOMER PREFERENCE ON

OLA SCOOTER - WITH PREFERENCE TO
PATHANAMTHITTA DISTRICT
A STUDY OF CUSTOMER PREFERENCE ON
OLA SCOOTER - WITH PREFERENCE TO
PATHANAMTHITTA DISTRICT

INTRODUCTION

OLA Electric Mobility (stylized as OL/\ ELECTRIC) is

an Indian electric two-wheeler manufacturer, based
in Bengaluru, Karnataka, India. It is India’s largest
electric two-wheeler manufacturer valued around
600 crore in Indian rupees. It has a manufacturing
facility located in Krishnagiri, Tamil Nadu which is
India’s largest two-wheeler EV manufacturing
factory. The feeling of freedom and being one with
the Nature comes only from riding a two-wheeler.
People prefer two wheelers because of their
manageable size, low price and maintenance.
People of all age group riding two-wheelers. They
see motorized two wheelers as a symbol of status.
Majority of Indians, especially the youngsters prefer
motorbikes rather than cars. Bikes are considered to
be the favourite among youth, as they help in easy
commutation. Large variety of two wheelers is
available in the market, known for their latest
technology and enhanced mileage. Indian bikes,
scooters and mopeds represent style and class for
both men and women in India. The invention of fuel-
efficient technology is all set to see dawn of a new
era in two-wheeler industry. It's not petrol or diesel
or any other fuel, but it is electricity that has initiated
a revolution in two-wheeler industry.

STATEMENT OF THE PROBLEM

Two-Wheeler industry is one of the largest industries

in the automobile sector, The difference that exists
in income, literacy and culture make it a difficult task
to Point out the two-wheeler customers and his
choice of preference. With high traffic and not so
well built roads, bikes are the most convenient,
efficient and cost effective mode of When it comes
to electric bikes, the cost efficiency of these bikes
are even better than normal bikes as there is no fuel
consumption in electric bikes and in countries like
India where there majority are of middle class
families who cannot afford high fuel prices, electric
bikes are the solution. Introduction of e-bikes is a
perfect solution to cut costs and energy
conversation. There can be many models of e-bike
and customer satisfaction towards e-bikes decides
the fate of e-bikes. transportation.
 OBJECTIVES

 To study the consumers preference for electric

scooters in Pathanamthitta District.
 To find out the factors influencing the purchase
of electric bikes.
 To know the effectiveness of electric scooters as
compared to petroleum scooters.
 To find out customers preference and attitude
towards electric vehicles,

SCOPE OF THE STUDY

The study aims at finding the customer satisfaction

towards e-bikes with respect to Pathanamthitta
District. The study also aims to find out the
customer’s perception towards electric bikes. The
study by ascertaining the factors that motivate end
users to purchase electric bikes is expected to
enable respective companies to improve their
services, sales promotions etc. The study also
aims at analyzing the level of customer
satisfaction with respect to the e-bikes and their
dealers. Customer’s expectations are also gauged
to help the companies regarding after sales
service

SIGNIFICANCE

1.Enviromental Concerns: One of the key drivers

behind the preference for EV’s is the growing
concern for environmental sustainability. Evs
produce lower or zero emissions compared to
petroleum vehicles, making them attractive choice
for individuals.
2.Cost Savings: EVs can provide significant long-
term cost savings in terms of fuel and maintenance
compared to petroleum vehicles. As the cost of
EVs continues to decrease, and as charging
infrastructure becomes more widespread, customer
preference for EVs may be driven by the potential
for economic benefits.
3.Technological Advancements: The rapid
development and improvement of EV technology,
including battery range and charging infrastructure,
have increased the appeal of EVs to consumers.
These advancements have helped alleviate
concerns related to limited range anxiety and
charging accessibility, making EVs a more viable
and attractive option.
 RESEARCH METHODOLOGY

This study is descriptive to explore the consumer

preference for electric vehicles market about
electric scooters. Both primary and secondary
data were used in this study
Secondary data used for collecting information on
published sources like magazines, books, journals,
and annual reports, etc. about electric vehicles for a
clear understanding of the concept.
Primary data were collected using a questionnaire
The study will employ a mixedmethods approach,
combining quantitative surveys and qualitative
interviews. The quantitative surveys will be
conducted among a representative sample of
consumers in Pathanamthitta to gather data on
their preferences, attitudes, and awareness
towards electric vehicles.

RESEARCH DESIGN

Research design is the framework of research

methods and techniques chosen by a researcher to
conduct a study. To gather the facts, a thorough
descriptive survey was undertaken among the
customers. The respondents where the data is
gathered.

SOURCES OF DATA

Data are facts, figures and other relevant

materials received from customers.

PRIMARY DATA

Primary data are those that are gathered from

users and are therefore unique in nature It’s
the data that is collected for the first time
through personal experiences or evidence,
particularly for research. As primary data in
this case; a questionnaire method is used.

SECONDARY DATA
Secondary data is information that has already
undergone the statistical analysis and has
been gathered by someone else for their
purpose, and not for the current research
problem, It is accessible in the form of data
collected from different sources. Secondary
data sources include journals, government
publications, censuses, internal records of the
organisation, unofficial reports, websites etc.

VARIABLES UNDER THE STUDY

DEPENDENT VARIABLE :
“A study of Customers Preference on OLA
Electric scooters.”

INDEPENDENT VARIABLE :

After-sales services , customer experiences ,

quality , efficiency.

POPULATION

A research population is generally a large

collection of individuals or objects that is
the main focus of a scientific query. It is for
the benefits of the population that research
are done. All individuals or objects within a
certain population usually have a common,
binding characteristic or trait. The
population of the study consist of the
customers who uses OL/\ Electric scooter
living in Pathanamthitta district. A
questionnaire is prepared and distributed
among those consumers also some of
them are personally interviewed.

SAMPLING AND SAMPLE SIZE

Total of 50 samples will be taken as tool

for the study. The respondents are
common people who uses OLA electric
scooter in Pathanamthitta district. There
are two primary types of sampling
methods that you can use in your
research: Probability sampling and Non-
probability sampling. Convenience
sampling is a non probability sampling
method. It is a simple and easy way to
get information compared to other
sampling methods. Convenience
sampling is defined as a method
adopted by researchers where they
collect market research data from a
conveniently available pool of
respondents.

TOOLS FOR ANALYSIS

There are several tools of analysis that

can be used to understand consumer
preferences towards electric scooters as
compared to petroleum scooters. The
ones used are :
1. Survey/questionnaires: This tool
involves designing and administering
surveys or questionnaires to a
representative sample of consumer in
 order to gather quantitative data on
their preferences, attitudes, and
opinions towards electric and
petroleum vehicles. The data collected
can be analyzed using statistical
methods to identify patterns and
trends in consumer preferences.

2. Interviews: Conducting qualitative

interviews with consumers can provide
deeper insights into their decision-
making processes, motivations, and
concerns regarding electric vehicles
and petroleum vehicles.

LIMITATIONS OF THE STUDY

Users responses are believed to be

true and not biased.
Sample size is 50 due to the lack of
time to accomplish the project .
Sampling method has its own
limitations.
Respondents attitudes.
 CHAPTER 2

REVIEW OF LITERATURE
 REVIEW OF LITERATURE

A detailed review of literature has been made to

find out the research gap and to identify the
relevant researchable issues for the study it is
essential for a research scholar review the related
literature study to have clear knowledge about the
subject and understand the research gap in order to
drawn the scope for the study. The reviews
presented in this chapter re grouped under the sub-
topics like consumer buying behaviour, consumer
attitude, consumer preferences, customer
satisfaction and overview of paint industry in India.

1. The first model of the electric vehicle was

discovered and then an early type of electric
motor fitted and created a small model car.
Anyosjedlock 1828 in 1834, a shorter, circular
and classifies truck was built and operated.
2. Gustafsson (2016) define customer satisfaction
as “a customer’s overall evaluation of the
performance of an offering to date. This overall
satisfaction has a strong positive effect on
customer loyalty intentions across a wide range
of product and service categories.

3. Johnson et al., (2019) says that businesses need

to attract and establish a customer market and
would need to retain it through satisfaction.
That is the key to its business performance. As
per customer satisfaction is a psychological
state, carefulness should then be taken when
measuring it. Competitors that are prospering in
the new global economy recognize that
measuring customer satisfaction is a key.

4. Thomas Davenport (1834), In middle of the 19th

century, the first vehicle was invented, An
electric vehicle land speed record (760 mph) is
the highest speed travelled by an individual.
5. Later, EVs may operate through a combined
system with electricity or self-contained
batteries, solar panels, or electric generators to
convert fuel to electricity.

6. Asif Faiz et al. 1996 By the 1920s, an improved

road infrastructure required vehicles with more
astonishing world-wide discoveries of large
petroleum reserves. This led to the vast
availability of affordable gasoline, making gas-
powered cars cheaper to operate over a long
distance, Moreover the worldwide use of
electric vehicles was declined due to high cost,
low top speed, and short-range of battery
electric vehicles than that of internal
combustion engine vehicles, but electric trains
were used continuously.

7. NEMMP 2020 Globally, the automotive

industry is progressing through a paradigm
 shifts. The shift to electric mobility has become
necessary because of the fast depletion of fossil
fuels, the rapid increase in fuel costs, the
impact of transportation on the environment,
and concerns the over climate changes.

8. Gallagher and Muehlegger (2011) found in

their study that the increase in fuel prices is
associated with the increase in electric vehicle
sales. This shows that consumers recognize that
a lot of money can be saved by driving an EV
and paying for electricity instead of petrol or
diesel. Another price attribute that could
influence consumer attitude towards electric
vehicles is the price of fuel. “One of the major
reasons to use EVs is fuel cost savings compared
to gasoline vehicles”. This can be connected to
the study made by Hagman where the authors
found that electric vehicles can have a lower
total cost of ownership than a normal
combustion engine car in Sweden. Just like the
 price of fuel, the price of electricity is also a
price attribute that must be evaluated when
looking to buy an electric vehicle. The price of
electricity and the price of fuel are the two
factors that together “determine a majority of
EV operating expenses which in turn have an
impact on adoption rates''

9. Eva Bohlender, a literature review of the known

function, uses, benefits, costs, and injury trends
that have been reported with the emergence of
electric scooters (e-scooters) in the United
States. With the rise in e-scooter use and the
more widespread availability of these devices
they have shown themselves to be a convenient
alternative to the traditional means of
transportation. However, they also are
associated with many costs, such as
jeopardizing pedestrian safety and causing
personal harm to users. Additionally, there is
evidence that these scooters may not be used
 as originally designed and this is also a personal
and public safety issue. Injury trends in
particular are a significant portion of the cost
associated with the use of these devices. This
paper outlines many trends associated with e-
scooter injuries; some that are explored are
demographic, gender, age, substance use, as
well as injury types, locations, and outcomes.

In summary, the review of literature on

customer satisfaction of OLA Electric Scooter
reveals a comprehensive understanding of the
factors influencing customer contentment.
Through existing research, we have identified
crucial elements such as product quality,
service efficacy, emotional attachment, and
brand loyalty. This synthesis underscores the
importance of these aspects in elevating
customer satisfaction, reinforcing brand loyalty,
and guiding strategic choices. As OLA
navigates its journey ahead, these insights
serve as a foundation for enhancing customer
satisfaction, experience and maintaining a
strong foothold in the market.