A STUDY & RESEARCH OF EFFECT OF SALES

PROMOTION ON SALES OF ELECTRONIC

VEHICLE IN RANCHI

A Thesis
Submitted in partial fulfillment of the requirements for the
award of the Degree of

BACHELOR OF BUSINESS ADMINISTRATION

BY

SAURABH SINGH BBA/40504/20

SUJAN GORAI BBA/40549/20
ROUNAK MITTAL BBA/40554/20
SALMAN ZAFFAR BBA/40546/20
DEVARSHI SHARMA BBA/40532/20

____________________________________________
BIRLA INSTITUTE OF TECHNOLOGY
MESRA-835215, RANCHI
 APPROVAL OF THE GUIDE

Recommended that the thesis entitled “Study & Research of

effect of sales promotion on sales of Electronic
Vehicle in Ranchi” presented by Saurabh Singh, Sujan Gorai,
Rounak Mittal, Salman Zaffar & Devarshi Sharma under my
supervision and guidance be accepted as fulfilling this part of the
requirements for the award of Degree of Bachelor of Business
Administration. To the best of my knowledge, the content of this
thesis did not form a basis for the award of any previous degree to
anyone else.

Date: ____________
__________________
Designation
Dept. of _________________

Birla Institute of Technology

Mesra, Ranchi
 DECLARATION CERTIFICATE

I certify that
a) The work contained in the thesis is original and has been
done by myself under the general supervision of my
supervisor.
b) The work has not been submitted to any other Institute for any
other degree or diploma.
c) I have followed the guidelines provided by the Institute in
writing the thesis.
d) I have conformed to the norms and guidelines given in the
Ethical Code of Conduct of the Institute.
e) Whenever I have used materials (data, theoretical analysis,
and text) from other sources, I have given due credit to them
by citing them in the text of the thesis and giving their details
in the references.
f) Whenever I have quoted written materials from other sources,
I have put them under quotation marks and given due credit
to the sources by citing them and giving required details in the
references.

Saurabh Singh BBA/40504/20

Sujan Gorai BBA/40549/20
Rounak Mittal BBA/40554/20
Salman Zaffar BBA/40546/20
Devarshi Sharma BBA/40532/20
 CERTIFICATE OF APPROVAL

This is to certify that the work embodied in this thesis entitled

“Study & Research of effect of sales promotion on sales of
Electronic Vehicle in Ranchi”, is carried out by Name of the
Student (Roll Number) has been approved for the degree of
Bachelor of Business Administration of Birla Institute of
Technology, Mesra, Ranchi.

Date:

Place:

Internal Examiner External Examiner

(Chairman)
Head of Department
 ABSTRACT

The major design metric for the aim of this study is to measure the
attributes of electric vehicles that influence consumers' attitudes towards
EVs. The consumers’ attitude and their intent to purchase is also
measured in this study. This is done in order to explore whether the
attributes of EVs have an influence on the attitude towards innovation and
whether the attitude of a consumer has an influence on their purchase
intent. Method: Employing the innovation of electric vehicle in ranchi as
the empirical setting, a quantitative research approach was adopted. The
primary data was collected through a questionnaire that was conducted
among non electric bike of e- bike owner over the age of 18 in Ranchi

Conclusion: As a result of the conducted study, it was found that the

importance of the selected attributes has a positive influence on the
consumers’ attitude towards electric bike. Moreover, it was found that the
attitude of the given respondent has a statistically significant correlation
with their intention to purchase one in the future. However, a non-
correlation was found between the variable of attributes and intent to
purchase. Cell Area remains same.

ACKNOWLEDGEMENT
I would like to express my profound gratitude to my project guide, Dr.
Satrajeet Choudhary for his guidance and support during my thesis work.
I benefited greatly by working under his guidance. It was his effort for
which I am able to develop a detailed insight on this subject and special
interest to study further. His encouragement motivation and support has
been invaluable throughout my studies at BIT, Mesra, Ranchi.
I convey my sincere gratitude to Name, Head, Dept. of Management, BIT,
Mesra, Ranchi, for providing me various facilities needed to complete my
project work. I would also like to thank all the faculty members of
Management department who have directly or indirectly helped during the
course of the study. I would also like to thank all the staff (technical and non-
technical) and my friends at BIT, Mesra, Ranchi who have helped me greatly
during the course.
Finally, I must express my very profound gratitude to my parents for
providing me with unfailing support and continuous encouragement
throughout the years of my study. This accomplishment would not have been
possible without them.
My apologies and heartful gratitude to all who have assisted me yet have not
been acknowledged by name.

Thank you.

DATE:
Saurabh Singh BBA/40504/20
Sujan Gorai BBA/40549/20
Rounak Mittal BBA/40554/20
Salman Zaffar BBA/40546/20
Devarshi Sharma BBA/40532/20

CONTENTS

ABSTRACT i
ACKNOWLEDGMENT ii
 LIST OF FIGURES v
LIST OF TABLES vii
1 INTRODUCTION…………….…………………………………………...........1
1.1 INTRODUCTION……………………………………………………………………………1

1.2 .………………………………………………………..……………………………….…….2

1.3 …………………………………………...………………………………...…………………3

1.4 ……………………………………..………………………...……………………………….3

1.5 LITERATURE REVIEW…………………………………………………………….………7

1.6 MOTIVATION……………………………………………………………………….......….10

1.7 OBJECTIVE……………………………………………………….…………………….…..11

1.8 THESIS ORGANIZATION………………………………………………….………………11

2 ……………………………………...
………………………………………………..12
2.1 ……...………………………………………………………….……………..
….12

2.2.1 ……………………...………………………………….
…………………12

2.2.2 …………….………………………………………….
………………....14

2.2.3

3 ………………………………………………………..……………………….
……..18
3.1 ………………………………………………………………………..……....
…18

3.2 ………….…………………………………………..…………..
……………….18

3.3 ……………. ……………………………………………..…..……...

………….19
 4 ……………………………………………….
………………………………………..23
4.1 …...…………………………………………………………………………...
…23

4.2 ……….………………………………………………….
……………………….23

4.3 …………………………...…………………………………………...

………….25 5 …………………………………………………………...

………….………………..30

5.1 …...………………………………………………………………….
………......30

5.2 …………………………………………………..……….…………….
………...31

6 CONCLUSION AND FUTURE SCOPE OF WORK………………....….…………..49

6.1 CONCLUSION…………………………………………………...………………..………...
…49

6.2 FUTURE SCOPE OF THIS WORK ………………..……………………….49

APPENDIX A: ACCEPTED PAPER……………………………………………….50

REFERENCES………………………………………………………………………..51
LIST OF FIGURES

Figure No. Particulars Page

No.
Figure 3.1 11
Figure 3.2 12
Figure 3.3 15
Figure 3.4 18
Figure 3.5 22
Figure 3.6 25
Figure 3.7
Figure 3.8
Figure 3.9
Figure 3.10
Figure 3.11
Figure 4.1
Figure 4.2
Figure 4.3
Figure 4.4
Figure 4.5
Figure 4.6
 LIST OF TABLES

Table No. Particular Page

No.
Table 4.1

Table 4.2

Table 4.3

Table 4.4

Table 4.5

Table 4.6

Table 4.7

Table 4.8

Table 4.9

Table 4.10

Table 4.11

Table 4.12
 CHAPTER 1

1.1 Introduction
1.1.1 What is EV?
An Electric Vehicle (EV) is vehicle that uses one or more electric motors for propulsion. It can be
powered by a collector system, with electricity from extravehicular sources, or it can powered
autonomously by a battery (some times charged by solar panels, or by converting fuel to
electricity using fuel sales or a generator). EVs include, but are not limited to, road and rail
vehicles, surface and underwater vessels, electric aircraft, and electric spacecraft. For road
vehicles, together with other emerging automotive technologies such as autonomous driving,
connected vehicles, and shared mobility, EVs form a future mobility vision called Connected,
Autonomous, Shared, and Electric (CASE) Mobility.
1.1.2 History
Electric motive power started in 1827 [ Guarnieri, M. (2012)], when Hungarian priest Anyos Zedlik
built a first crude but viable electric motor, which used to a stator, rotor, and a commutator, and
the next year he used to power a small car. In 1835 [ Bellis, Mary (16 June 2010)], professor Sibrandus
Stratingh of the university of Groningen, in the Netherlands build a small – scale electric car, and
some time between 1832 and 1839 [Bellis, Mary (16 June 2010)], Robert Anderson of Scotland
invented the first crude electric carriage, powered by non – rechargeable cells.
American blacksmith and inventor Thomas Davenport built a toy electric locomotive, powered by
a primitive electric motor, in 1835 [Bellis, Mary (16 June 2010)]. In 1838 [Bellis, Mary (16 June 2010)], a
Scotsman named Robert Davidson built a electric locomotive that attend a speed of 4 miles per
hour (6km/h). In England a patent was granted in 1840 [ Mikes.railhistory.railfan.net.] for the use of
rails as a conductor of electric current, and similar American Patents were issued to Lilley and
Colten in 1847 [Mikes.railhistory.railfan.net.].
The first mass – produced electric vehicles appeared in America in early 1900s. In 1902 [ Hendry,
Maurice M. Studebaker], the Studebaker Automobile Company entered the Automotive businesses
with electric vehicles, through it also entered the Gasoline vehicles market in 1904. However, with
the advent of chief assembly line cars by Ford Motor Company, the popularity of electric cars
declined significant.[1]
1.1.3 Reintroduction
During the late 20th and 21st century, environmental impact of the petroleum – based transportation
infrastructure, along with the fear of peak oil, led to renewed interest in an electric transportation
infrastructure. EVs differ from fossil fuels – powered vehicles in that the electricity they consume
can be generated from a wide range of sources, including fossil fuels, nuclear power, and
renewables such solar power and wind power or any combination of those. The carbon footprint
and other emissions of electric vehicles varies depending on the fuel and technology used for
electricity generation. The electricity may be stored in the vehicles using a battery, fly wheel, or
supercapacitors. Vehicles using internal combustion engines usually only derive the energy from a
single or a few sources, usually non – renewable fossil fuels. A key advantage of electric vehicle is
regenerative braking, which recover kinetic energy, typically lost during friction braking as heat,
as electricity restored to the on – board battery. [2]

1.1.4 Vehicle Types

1.1.4.1 Battery Electric Vehicle (BEV)
BEVs are also known as All-Electric Vehicles (AEV). Electric Vehicles using BEV technology run
entirely on a battery power electric drive train. The electricity used to drive the vehicle is stored in
a large battery pack which can be charged by plugging into the electricity grid. The charged
battery pack then provides power to one or more electric motors to run the electric car.
1.1.4.2 Hybrid Electric Vehicles (HEV)
HEVs are also known as Series Hybrid or Parallel Hybrid. HEVs have both engine and electric
motor. The engine gets energy from fuel, and the motor gets electricity from batteries. The
transmission is rotated simultaneously by both engine and electric motor. These then drives the
wheels.
1.1.4.3 Plug-in Hybrid Electric Vehicle (PHEV)
The PHEVs are also known as Series Hybrids. They have both engine and a motor. We can choose
among the fuels, conventional fuels (such as petrol) or an alternative fuel (Such as bio-diesel). It
can also be powered by rechargeable battery pack. The battery can be charged externally.
1.1.4.4 Fuel Cell Electric Vehicle (FCEV)
FCEVs are also known as Zero-Emission Vehicles. They employ ‘fuel cell technology’ to generate
the electricity required to run the vehicle. The chemical energy of the fuel is converted directly
into electric energy.
1.2 Emergence of Electric Vehicles in Ranchi
The electric vehicle market is set to grow in a big way owing to the ambitious plans and initiatives
of the government. The government has taken a number of steps to incentivize and promote the
deployment of electric vehicles and public charging infrastructure to achieve significant
electrification by 2030. India is targeting to reduce its excessive oil imports and curb pollution
levels across cities in the coming years. Electric vehicles will play an important role in achieving
this target.

Ex-Chief minister Raghubar Das handed over the ceremonial keys to the JBVNL officials and
flagged off the service from state secretariat. Jharkhand heralded a new beginning on 12 th
September 2018 with the launch of electric cars in Ranchi marking e-mobility in the state. Twenty
electric vehicles hit the capital’s roads following an MoU signed between the Jharkhand Bijli
Vitran Nigam Limited (JBVNL) and Energy Efficiency Services Limited (EESL) to deploy
electric vehicles in various JBVNL offices. Thirty more electric cars will be on roads in two
weeks.

Ex-Chief minister Raghubar Das handed over the ceremonial keys to the JBVNL officials and
flagged off the service from state secretariat.
With the launch, the state began its transition towards a reduced carbon footprint and a more
sustainable greener and cleaner future. It also ushered Jharkhand’s participation in e-mobility goal
of 30% fleet electrification by 2030.
The cars will ferry the JBVNL officers and in all, 12 charging stations have been set up in various
JBVNL offices.

The conventional petrol cars cost ₹5 to cover one kilometer (km) while the electric cars will cost
only 80 paisa per km, said Madan Bedia of EESL who installed the charging stations in Ranchi.
When fully charged, the vehicle can cover 130km distance, he added.
Addressing the gathering, the chief minister said e-mobility is attractive, cheap, clean and
sustainable solution. The launch will generate further awareness, he said.
EESL managing director Saurabh Kumar said the company feels proud of supporting the Centre’s
initiative and help in cutting down the pollution level.
He said with the 50 electric cars on roads, the JBVNL will save over 1.20 lakh litres of fuel every
year and will also cut down 1400 tonnes of carbon dioxide.[3]

In Ranchi, electric vehicles market started around 2016, there were not many companies selling
electric vehicles as the demand was quite none at that time. Few companies launched it's Electric
Cars, 3 Wheeler tuk tuks and 2 wheelers in the market.
Mahindra's journey was started with the two-door Mahindra e2o (previously know as Reva e2o)
the company has now replaced with a slightly bigger four-door Mahindra e2oPlus electric
hatchback which was launched in India in October 2016.
In Nov 2018, Mahindra Electric launched the Treo range of three-wheelers, powered by Lithium-
ion technology. The range consists of the Treo, electric auto and Treo Yaari, electric rickshaw. The
Treo auto boasts an ARAI-certified driving range of 170 km and has a typical driving range of 130
km on the Mahindra Treo after 3 hours 50 minutes of charging.

The second electric passenger car from Mahindra Electric is the eVerito. Built on the Mahindra
Verito sedan, the eVerito is powered by the same electric motor as the e2oPlus that comes with a
72V battery pack. In fact, the power and torque are also the same at 40 bhp and 91 Nm
respectively. Having said that, the range on the eVerito is limited to 110 km on a full charge.
These cars were available at the Mahindra showroom in Ranchi at the time. [3]
The Japanese carmaker Honda brought back the Accord nameplate to India with the launch of the
2016 Honda Accord Hybrid. Unlike the Toyota Camry, the Accord only comes in a hybrid version
and in is sold in India as a completely built unit (CBU). Globally, the Accord is in its ninth
generation and in terms of styling and design, it looks a lot more premium than its predecessors.
In October 2019, Tata Motors had launched the Tigor EV for taxi owners. It has an extended the
range from 142 km to 213 km on a single charge according to ARAI certification. It is reported
that the Tigor EV will be the cheapest electric car available for commercial buyers.
Then tata motors launched the electric version of the Nexon on 19 December 2019. The Nexon
EV uses components from Tata Motors' electric vehicle technology brand Ziptron. In May 2022,
Tata launched the long range version of the Nexon EV's the Nexon EV Max.The electric motor
produces 106.64 kW (143 hp; 145 PS) and 250 N⋅m (184 lbf⋅ft) of torque and 0–100 under 9
seconds. It has a 40.5 kWh battery with an ARAI rated range of up to 437 km (272 mi).
Under the Jharkhand Electric Vehicle (EV) Policy, 2022, the state government has also announced
a grant on the purchase of electric vehicles. Under this, a grant of up to Rs 1.50 lakh will be given
on buying a new electric car in the state, Rs 10,000 on Electric scooty or two-wheeler, Rs 30,000
on buying auto and up to Rs 20 lakh on buying e-bus.
There is also a provision for exemption in road tax under the EV Policy, 2022. From industries
producing within the state, the first 10 thousand buyers of IVY will be given 100 percent discount,
10 to 15 thousand buyers will be given 75 percent and after that 25% discount will be given.
The state government said that the objective of implementing this policy is to make Jharkhand the
IV hub and Jharkhand in eastern India the most preferred state of IV manufacturing unit.
Under this policy, Jharkhand plans to produce advance chemistry cell batteries by 2027, under
which every three km in urban area will be sold. 50 charging stations will be opened for every 10
lakh population. Apart from this, every 25 km in the national highway. A charging station will be
set up.
A provision of 50 to 60% subsidy has been made on the opening of EV charging stations and a
subsidy of Rs 2 crore to Rs 30 crore will be given on setting up an EV manufacturing unit in the
state.
The state government has provided that if the state government employees buy two wheelers or
four wheelers, they will be given 100 percent interest subsidy and the use of EV for office use in

government offices has also been emphasized.

1.3 Concept of promotion and promotional tools .
1.3.1 Marketing
Marketing is a social process by which individuals and groups obtain what they need and want
through creating, offering and freely exchanging products and services of value with others.
The marketers work hard to discover the needs and wants of customers and try to develop
products or services which would satisfy them. All the firms try to produce the products which
will be demanded by satisfying customers' needs and wants.

1.3.2 Promotion
The promotion element of marketing mix is concerned with activities that are undertaken to
communicate with customers and distribution channels to enhanced sales of the firm.
The promotional communication aims at informing and persuading the customer to buy the
product and informing him about the merits of the products.

1.3.2.1 Promotion mix: It refers to all the decisions related to promotion of sales of products and
services. The important decisions of promotion mix are selecting advertising media. Selecting
promotional techniques, using publicity measures and public relations etc
There are various tools and elements available for promotion. These are adopted by firms to carry
on its promotional activities. The marketer generally chooses a combination of
these promotional tools.

: The Marketer and the promotion manager works to Achieve the larger promotion objective and
in trying to achieve this objective the different promotion Mix element are used.

The promotion mix element are:-

*Advertising
*Sales promotion
*Direct marketing
*Publicity
*Personal selling
1.3.3 Advertising: Among the different promotion mix element Adverting is still the most
Important preferred Mix in our country.
*The American marketing Association Define Advertising as "Any Raid form of Non personal
presentation of good services and idea by on Identify sponsor.
It is an impersonal presentation where a standard or common message regarding the merits, price
and availability of product or service is given by the producer or marketer.. The advertisement
builds pull effect as advertising tries to pull the product by directly appealing to customer to buy
it.
: From the above definition we can find that the three distinct features of advertising are.
1. Paid Form. The sponsor has to pay for advertising he has to bear a cost to communicate with
customers.
2. Impersonality. There is no face to face contact between customers and advertiser. It creates a
monologue and not a dialogue.
3. Identified sponsor. Advertisement is given by an identified company or firm or individual.

1.3.4 Sales Promotion-

Sales promotion refers to short term use of incentives or other promotional activities that stimulate
the customer to buy the product. Sales promotion techniques are very useful because they bring
(a) Short and immediate effect on sale.
(b) Stock clearance is possible with sales promotion
(c) Sales promotion techniques induce customers as well as distribution channels,
(d) Sales promotion techniques help to win over the competitor

1.3.4.1 Personal selling –

Personal selling This relates to a personal Presentation without the presence of media. This
typically involve the selling of a product or service through salesman. The salesman is
Representative of the company •
The effectiveness of personal selling However, does not depend only on the skill of the salesman.
But Also How the other mix element have been used particularly corporate advertising and public
Relation.

1.3.4.2 Direct marketing –

Direct marketing is a one-to-one approach that uses advertising media to produce an inquiry, a
transaction and some other immediate response. In direct marketing, the marketer and the prospect
interact directly, without the presence of any intermediary like a wholesaler, retailer, etc. Direct
mail, direct-response television or radio, mail-order catalogues, direct email, Internet,
telemarketing, etc. are various vehicles of direct marketing,

The growing importance of direct marketing has prompted marketers to include it in their
promotion mixes. In India, two Amway, Tupperware and Readers were amongst the first ones to
introduce direct marketing. They did not have any distribution channels but their own independent
representatives to sell the products direct to customers. Direct marketing targets prospects on the
basis of a database-a storehouse of prospect/customer information. A database has details like
name, address and other contact information, geographic and demographic details and even
behavioral or psychological information. Information can be collected from customer receipts,
guest-book signatures, customers' response to an offer, other company lists, by calling up
customers, etc.

1.3.4.3 Publicity: Publicity comprises non-personal communication by third-party sources

regarding an organisation's products. It includes activities to provide newsworthy information to
reporting sources like the media to build a favourable image of the organisation and its products.
In other words, when third parties communicate about an organisation's products, the result is
publicity for the said product. Most publicity is obtained in the form of media coverage or
consumer word-of-mouth. A basic tool of publicity is press releases, which are stories submitted
to papers or broadcast media about a product or product-related activities. These releases are often
customised to match the needs and nature of the particular media vehicle. An organisation can also
arrange for press conferences to make important announcements to representatives of the press.
The press also gets an opportunity to interview people at the helm of affairs. An organisation may
also provide reporters with a press kit, which is a collection of supporting materials like
photographs, articles, copies of speeches, timetables, etc.
1.4 Concept of sales promotion and its tools

Sales promotion is a typically short term measure Directed at increasing sale sales promotion
has a number of disadvantages also.
 It Negatively influenced brand loyalty and may damage brand equity

 Sales promotion may lead to commoditization of brand which could make price the most
important criteria and influencing consumer decision making.

 Sales promotion make consumer go for forward buying and may result in creating monop-
oly and unstable market

 Sales promotion refers to short term use of incentives or other promotional activities that
stimulate the customer to buy the product.

: Sales Promotion Techniques for Customers Some of the sales promotion activities commonly
used by the marketer to increase the sales are :
(I) Rebate - It refers to selling product at a special price which is less than the original price for a
limited period of time. This offer is given to clear off the stock or excessive inventory for
example, coke announced 2 litre bottle at 35 only.

(ii) Discounts - This refers to reduction of certain percentage of price from list pricefor a limited
period of time. The discounts induce the customers to buy and to buy more. Generally at the end
of season big companies offer their products at discounted price to clear off the stock e.g., season's
sale at Snow-White Jain Son's, Paul Garments, Bhuvan Garments, etc.

(iii) Refunds - This refers to refund or part of price paid by customer on presenting the proof of
purchase for example, 2 off on presentation of empty pack of Ruffle Lays.

(iv) Premiums or Gifts/or Product Combination - These are most popular andcommonly used
promotion tool. It refers to giving a free gift on purchase of theProduct. Generally the free gift is
related to product but it is not necessary forexample, Mug free with Bournvita, Shaker free with
Coffee, Toothbrush free with Toothpaste, etc.
(v) Quantity Deals - It refers to offer of extra quantity in a special package at less price or on
extra purchase some quantity free for example, buy three get onefree e.g., this scheme of buy
three get one free scheme is available on soaps.
(vi) Samples - It refers to distribution of free samples of product to the customers.These are
distributed when the seller wants the customer must try the product. Generally when a new
product is launched for example, when Hindustan Level launched Surf Excel it distributed the
samples as it wanted the customers to try it.

(vii) Contests - It refers to participation of consumers in competitive events organised by the firm
and winners are given some reward for example, Camlin Company organises painting
competition, Bournvita quiz contest and some companies organise contest of writing slogans and
best slogan is awarded prize.

(viii) Instant Draws and Assigned Gifts - It includes the offers like 'scrach a card' and win
instantly a refrigerator, car, T-shirt, computer etc.

(ix) Lucky Draw - In this draws are taken out by including the bill number or name of customers
who have purchased the goods and lucky winner gets free car,computer, A.C., TV, etc. Draw can
be taken out daily, weekly, monthly, etc.

(x) Usable Benefits - This includes offers like 'Purchase goods worth 5000 and get a holiday
package' or get a discount voucher, etc.

(xi) Full Finance @ 0% - Many marketers offer 0% interest on financing of consumer durable
goods like washing machine, T.V. etc. eg., 24 easy instalments 6 paid as front payment and
remaining 18 with post-dated cheques. In these types of scheme customers should be careful about
the file charges etc.
(xii) Packaged Premium - In this type of sales promotion the free gift is kept inside the pack. The
gift is kept in limited products but the excitement of getting the gift induces the customer to buy
the product for example, gold pendant in soap, gold coin in Tata tea etc.

(xiii) Container Premium -This refers to use of special container or boxes to pack the products
which could be reused by the customer for example, Pet Bottles for Cold Drinks. This bottles can
be used for Steering Water, Plastic Jars for Bournvita, Maltova, etc. which can be reused by the
housewives in kitchen.

1.5 Merits of Sales Promotion

1. Attention Value - The incentives offered in sales promotion attract attention of the people.

2. Useful in New Product Launch - The sales promotion techniques are very helpfulin
introducing the new product as it induces people to try new products as they are available at low
price or sometimes as free sample.

3. Synergy in Total Promotion Efforts - Sales promotion activities supplement advertising and
personal selling efforts of the company. Sales promotion adds to the effectiveness of
advertisement efforts.

4. Aid to other Promotion Tools - Sales promotion technique make other promotion techniques
more effective. Salesmen find it easy to sell products on which incentives are available.

1.6 Demerits of Sales Promotion

1. Reflect Crisis - If firm is offering sales promotion techniques again and again it indicates that
there is no demand of product which can create crisis situation.

2. Spoil Product Image - Use of sales promotion tool may affect the image of product as buyer
feel that product is of low quality that is why firm is offering incentives.

1.7 Effect of Sales Promotion & Sales Report of Electronic Vehicle In

Ranchi :
Sales promotions are one of the oldest marketing techniques in commerce, and for good reason:
they work. A sales promotion of electronic vehicle is a marketing activity that is designed to
increase sales, encourage customer loyalty, or generate brand awareness for EV’s or Electric
Products or Vehicles. It usually involves offering a discount or some other type of incentive for
customers to buy this product or engage with the offering brand.

Though the concept of electric vehicles has been around for a long time, it has drawn a
considerable amount of interest in the past decade amid a rising carbon footprint and other
environmental impacts of fuel-based vehicles. Electric vehicles (EVs) have no tailpipe emissions.
Replacing conventional vehicles with EVs can help improve roadside air quality and reduce
greenhouse gas emissions. A wider use of EVs also contributes to the development of
environmental industries.

India is the 5th largest automobile market in the world and it is growing rapidly. The central
government and state governments always bring new policies and initiatives such as National
Electric Mobility Mission Plan, FAME-I and II, National Mission for Transformative Mobility and
Battery Manufacturing, and the Phased Manufacturing Program, to promote Electric Vehicles in
India and to adopt the complete EV Environment. Electric cars have many advantages which
support the Environment and help to reduce Pollution.

The Indian EV industry being in its nascent stages does not have an established market leader in
all vehicle types. There are 10+ major players existing in the 2-wheeler segment, 3-4 in Electric
buses, and a few in car manufacturing. The following are the top Electric Vehicle (EV)
Manufacturers in India: Mahindra, Tata Motors, Ashok Leyland, Olectra Greentech etc. [5]

1.7.1 Top EV Companies operating in Ranchi, Jharkhand:

1. Joy – ebike : Joy ebike is Gujrat based company totally made in India which started
operating in India in the year 2016. It came in Ranchi by opening it’s branch near
bariatu and harmu road in the month of October, 2022. It gain the popularity after the
pandemic period when the fuel prices were at hike. Due to this Post pandemic period,
this electric mobility started to came into existence. It has an average sales of 8-10 ve-
 hicles monthly whereas the last month sales of Joy ebike from their showroom were 50
plus.

Promotion strategy –
- They are engaged with direct marketing as well as social media marketing.
- Newspaper and Local Radio advertising.
- They deduct registration amount from their end.
- Company provides several discount offers time to time.
- Providing service related calls time to time.
- They follow the promotional strategy of :
New Product – New Promotion.
- They opt for television advertising when there is no hike in sales.

2. Okinama : This Alwar, Rajasthan based company started operating in India from the
year 2005 with the help of Japanese technology. But it came in the highlight after the
post pandemic period nearly in 2020. It came in Ranchi approx 4-5 years back by
opening it’s first branch in Hatia and then establishing the 2 nd branch in Harmu Road.
It has an average sales of 50-60 vehicles monthly followed by they sold 70 vehicle in
the month of October,2022 where as 40 vehicle in the last month i.e. March. Their last
year sales was of 400 vehicles. It’s headquarter is in Gurgaon, Noida.

Promotion strategy –
- Mouth spreading is their primary source of any promotion.
- Company provides discount offers and with usable benefit tools.
- Newspaper and Local Radio advertising.
- Starts promotional campaigns time to time and participating in auto expo as well.

3. Pure EV : The company is in the business of manufacturing electric scooters and mo-
torcycles under the brand “PURE EV” and high-performance Lithium batteries under
 the brand “PURE Lithium”. It is totally made in India and started operating in Ranchi
nearly 2020, after the pandemic strike in the nation. Their conversion ratio of the cus-
tomers in their showroom is 1:5 where their average monthly sales of their product is
10 vehicles followed by 150-200 vehicles annually.

Promotion strategy –
- Using Newspaper and pamphlets as their primary method of advertising.
- Giving full Finance in the festive seasons.
- Participating in auto expos and promotional campaigns.

4. Benling : It is a Gurgaon based company which operates here in India with the help of
Japanese technology and some Chinese modifications. It came in Ranchi in the month
of April in 2021 by opening it’s franchisee in Main Road, after that in Harmu Road. It
has an average sales of 20-25 vehicles monthly. Where as 80-100 vehicles yearly.

Promotion strategy –
- Company offers discount and coupon offers time to time followed by voucher also.
- Engagement with the customers by calling as in service call after the product deliv-
ery.
- Use of local radio channel for the promotion.
- Company advertises their products from the center level like television advertise-
ment and other direct marketing tools.

5. Ola Electric Mobility : Ola Electric Mobility is an Indian electric two-wheeler manu-
facturer, based in Bengaluru. Its manufacturing plant is located in Krishnagiri, Tamil
Nadu, India. It’s branch opened in last year nearly in the month of October and No-
vember.

Promotion strategy –
- Ola increases their price when the demand for its service is high in the market and
reduces prices during low demand.
- Sends automated sets of emails based on customers’ actions and timelines.
 - Ola utilizes the Youtube platform to create content and collaborate with content
that can increase its brand exposure.

6. Ather Energy : Ather Energy is a Bengaluru based startup which operates as a

manufacturer of electric scooters. They are expanding their retail footprint, adding 14 new outlets
and are now present in 70 cities with 89 Experience Centres. Ather Energy opened it's first branch
in Harmu Road with the collaboration of Premsons Motor. Their average first month sales was 65-
70 and the last three month sales of ather energy was 150-165 average.

Promotion strategy –
- They maintains the high quality of products.
- Company provides gifts with their products.
- They provide charging station at various points of the cities.
- They use social media marketing as their primary method of advertising.
- Newspaper and Local Radio advertising.
 CHAPTER 2

2.1 The Objective of the research

1. To know the effect of sales promotion on sales of Electric vehicle

2. To know the customer buying behavior in purchasing of electric vehicle.
3. To know the customer preference during purchasing E- bike according to sales promotion .
4. To know And compare previous and post sales report after implementation of sales promo-
tion
5. To know the sustainability and reliability of electric vehicle .

2.1.1 How to achieve these objective:

1. By using research methodology

2. We are using smart approach to achieve our objective

2.1.2 Specify the method to collecting the data

 Transactional tracking method

 Online tracking method
 Survey method

2.1.3 Specify The type of data required

1. In primary data collection method

 Questionnaires

Questionnaires are a simple, straightforward data collection method. Respondents get a series of
questions, either open or close-ended, related to the matter at hand.

2. In secondary data collection method

Unlike primary data collection, there are no specific collection methods. Instead, since the infor-
mation has already been collected, the researcher consults various data sources, such as:

 Financial Statements

 Sales Reports
  Retailer/Distributor/Deal Feedback

2.2 RESEARCH METHODOLOGY

Research methodology is a way of explaining how a researcher intends to carry out their research.
It's a logical, systematic plan to resolve a research problem. A methodology details a researcher's
approach to the research to ensure reliable, valid results that address their aims and objectives. It
encompasses what data they're going to collect and where from, as well as how it's being collected
and analyzed.
Research methods are specific procedures for collecting and analyzing data. Developing our
research methods is an integral part of our research design. When planning our methods, there are
two key decisions we will make.

First, decide how you will collect data. Your methods depend on what type of data you need to
answer your research question:
• Qualitative vs. quantitative: Will your data take the form of words or numbers? • Primary vs.
secondary: Will we collect original data ourself, or will we use data that has already been
collected by someone else? • Descriptive vs. experimental: Will we take measurements of
something as it is, or will we perform an experiment?
Second, decide how we will analyze the data.
• For quantitative data, we can use statistical analysis methods to test relationships between
variables.
• For qualitative data, we can use methods such as thematic analysis to interpret patterns and
meanings in the data.
2.3 Methods for collecting data
Data is the information that we collect for the purposes of answering your research question. The
type of data we need depends on the aims of your research.
a.) Qualitative vs. quantitative data our choice of qualitative or quantitative data collection
depends on the type of knowledge we want to develop.
For questions about ideas, experiences and meanings, or to study something that can’t be
described numerically, collect qualitative data.
If we want to develop a more mechanistic understanding of a topic, or our research involves
hypothesis testing, collect quantitative data.

We can also take a mixed methods approach, where you use both qualitative and quantitative
research methods.
b.) Primary vs. secondary data Primary data is any original information that we collect for the
purposes of answering our research question (e.g. through surveys, observations and experiments).
Secondary data is information that has already been collected by other researchers (e.g. in a
government census or previous scientific studies).
If we are exploring a novel research question, we’ll probably need to collect primary data. But if
we want to synthesize existing knowledge, analyze historical trends, or identify patterns on a large
scale, secondary data might be a better choice.

2.4 RESEARCH METHODOLOGY

Sample Size - 40
Sampling technique - Random Sampling or Convenience Random Sampling
Sampling unit - Individual
Statistical technique used - Percentage method
Primary method - Questionnaire Secondary method - Internet, Magazines
2.5. Literature Review on Price Attributes
Price attributes are some of the most important factors when a consumer is considering purchasing
an electric vehicle (Hindrue et al., 2011). This claim is further strengthened by Rajper and
Albrecht (2020). Price attributes in this study consist of the price of the car, price of electricity,
price of fuel, price of service, the price of possibly installing a charging station at home and the
price of the vehicle's tax.
As presented by Hindrue et al. (2011) the likelihood of a person purchasing an electric car
increases amongst people that believe that fuel prices will increase in the future. This is a current
topic as an increase in fuel prices has been seen in the last couple of months in Sweden (Sveriges
Radio, 2022). Furthermore, 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. Rajper and Albrecht (2020) state that “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 et al. (2016) 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'' (Sierzchula et al., 2014). On the other hand, Zhuge et al. (2019), found that the
price of electricity and the price of fuel have very minimal influence on EV adoption today, but
may be more influential in the future.
2.6. Literature Review on Performance Attributes
The growing environmental issues around the world have pushed many car manufacturers to offer
different alternatives to the internal combustion engine vehicle (ICEV) (Jeong, 2016). The electric
motor and battery EVs are one of the key components that helps with decreasing the
environmental impact, instead of requiring fossil fuel the battery just runs on electric power.
Those batteries can come in different sizes, and they influence how closely the performance of an
EV matches the traditional cars (Poullikkas, 2015).
A study by Berkeley (2018) has shown that the driving range is one of the most important factors
when it is time for consumers to make their decision about whether they should or should not
purchase an EV, while Schulz (2022) suggests that charging time is also an important factor.
The concern for the driving range of an EV is connected to the availability of charging stations
around the world. This concern stands out because of how many fuel stations there are for ICEVs
while there is a lack of charging stations. It is further stated that the potential adopters of EVs do
not yet understand fully that the recharging process is easy and convenient. It could be done while
at home or work, but the fact remains that the public do not trust the lack of infrastructure of
charging stations, especially those who do not have access to their own charging stations
(Berkeley, 2018).
A news article from a Swedish newspaper (Aftonbladet, 2022) announced that there is a lack of
charging stations in Swedish parking lots; less than one percent of 650 000 parking spots offer
charging. M Sverige (2021) also presented similar results, only seven of the Swedish counties
passed in the amount of charging stations required, the rest of the counties have far too few
charging stations according to recommendations from the EU.
According to the statistics presented by an interest organization in the Swedish electric power
industry, PowerCirle, there is a clear yearly increase in charging stations. At the end of 2021, there
are reportedly 13.362 charging stations in Sweden (M Sverige, 2021). A more detailed chart of the
number of charging stations in each county in Sweden is presented by M Sverige, which among
other things shows that the charging infrastructure must develop to be able to keep up with the
increasing number of cars that need to be charged (M Sverige, 2021). This becomes a problem
since the charging time is much longer than fueling a car, the average time Norwegian people
spent their time in charging stations was 21.9 minutes (Gnann, 2018).
Schulz (2022) explains that as of right now the driving range of a fully recharged EV is lower than
a fully fueled ICEV and takes longer time to charge. Though there is an argument that the battery
industry is still improving with bigger and better batteries being developed. Schulz (2022) further
explains that even though the EVs are not able to drive as far as traditional cars, consumers and
potential adopters might look past it if the charging infrastructure improves.
2.7. Literature Review on Environmental Attributes
Electric vehicles belong to a category of advanced vehicle technology that aims to reduce the
consumption of petroleum in the world (Singer, 2016). Due to the lack of combustion engines,
electric vehicles do not require petroleum which in turn makes fully electrical vehicles emission-
free. Although electricity production may contribute to air pollution, the U.S. Environmental
Protection Agency categorizes all-electric vehicles as zero-emission vehicles because they
produce no direct exhaust or tailpipe emissions (U.S. Department of Energy. n.d.). However,
although the car itself is considered to be an environmentally friendly alternative to transportation,
they need electricity which can come from various sources of production.
According to the Swedish Energy Agency during 2021, total electricity output was around 166
TWh, while total electricity consumption was roughly 140 TWh. This equates to an increase of
around 4% for both categories when compared to 2020. In all, renewable energy accounted for
nearly 68 percent of total power output (Perez & Arvidsson, 2022). As for Poland by the end of
2020, only 10.75% of energy was produced from renewable energy sources (International Trade
Administration, 2021).
Another common argument regarding electric cars and their level of sustainability or
environmental friendliness, is that the production of the car and especially their batteries require
materials that other cars do not. According to a report from the Union of Concerned Scientists
written by Nealer and Anair (2015), electric cars store their power in batteries rather than
traditional fuel tanks and with larger batteries come longer range. These batteries tend to have a
high environmental impact because of the materials they require to be produced. Furthermore, the
paper mentions Rare Earth Elements (REE) like lithium, nickel, cobalt or graphite are necessary
to produce the battery. The results also show that all these materials are found underground and
demand mining activities which are polluting in themselves (Nealer & Anair 2015).
Another common argument against the sustainability of electric cars is that they are not fully
sustainable due to the fact that the electricity that they are charged with originates from
unsustainable sources of power such as coal and oil. As previously mentioned, in all, renewable
energy accounts for nearly 68% in Sweden. This means that the majority of electricity produced is
renewable and it should contribute to sustainable driving with an electric vehicle. Appendix 2 and
Appendix 3 illustrates the differences in life cycle emissions in gCO2 / km between Sweden and
Poland.
Comparing to the previously mentioned numbers of renewable energy within Sweden and Poland,
it can quickly be understood that driving and charging an electric car is substantially more
sustainable in Sweden since so much more of the energy comes from renewable energy sources.
Although the difference is big, driving an electric car in Poland is still more sustainable compared
with gasoline or diesel which indicates that electric cars in fact are more sustainable when driven
as well as the fact that Sweden as a country is well equipped for having electric vehicles.
 CHAPTER 3
3.1 Data Analysis $ Interpretation

There are two ways to collect data

1. By the customer response.
2. By the data provided by the E- Vehicle showrooms in Ranchi.

Interpretation of data provided by the customer response

1. Which promotional activities attracts you more in purchasing electric vehicle –

Interpretation

The data represents attraction through promotional tools in purchasing electric vehicle in which
discount as a tool is answered by 51% people followed by usable benefit 9%, full finance 30%
and gift 10%

10%

a.) Discount
b.) Usable Benefit
30% 50%
c.) Full Finance
d.) Gift

9%

Figure – 3.1
2. Factor encourage you to consider buying electric vehicle –

Interpretation

According to the data collected, the factors encouraging buying behaviour of

electric vehicle in which price considers 10% followed by promotion 26%, low
noise level 24%, positive environmental effect 16%, fuel consumption 24%.

10%
24%

a.) Price
b.) Promotion
25%
c.) Low noise level
d.) Positive environmental
effect
16% e.) Fuel consumption

24%

Figure – 3.2
3. You can save money owning an electric vehicle instead of a regular bike –

Interpretation

A good choice can be made by the people owning an electric vehicle as it saves
money in many ways like fuel, low maintenance etc and people's response
towards it, people agreeing towards it 33.33% follwed by strongly agree 26.34%
and some are also disagreeing towards it 22.44% and strongly disagree 17.89%.

18%

33%

a.) Agree
b.) Strongly agree
c.) Disagree
22% d.) Strongly disagree

26%

Figure 3.3

4. How do you rate insurance and test drive policy of electric vehicle –
 Interpretation

This data represents that test drive policy as well as easy and low rate insurance
is available is good enough. People voted 60% for Good, for average 33.33%
and for bad or we can say poor only 7%.

7%

a.) Good
33%
b.) Average
c.) Poor
60%

Figure 3.4

5. Do you often pay attention to sales promotion activities when you are
shopping E-vehicle?
 Interpretation

People respond towards attention to sales promotion activities that are never
22%, followed by sometime 24%, very often 34.33%, everytime 19.67%

20% 22%

a.) Never
b.) Sometime
c.) Very Often
d.) Every time

24%
34%

Figure – 3.5

6. Do you think E-vehicle industry has done a strong sales promotion –

 Interpretation

The data represent that 34.21people think that e vehicle has very strong sales
promotion tools 36.24 think strong 16.22 % think weak and 13.34 think very
weak sales promotion tools.

13%

34%
16% a.) Very weak
b.) Weak
c.) Strong
d.) Very strong

36%

Figure - 6

7. Do you agree that sales promotion would strengthen the image of E-vehicle –

Interpretation
 As per data shown 44% people agree that the sales promotion would strengthen
the image of e-vehicle 24 % Disagree with statement 18.84% people strongly
agree and 13.16% strongly disagree.

13%

44% a.) Agree

19%
b.) Strongly agree
c.) Disagree
d.) Strongly disagree

24%

Figure - 7

8. How effective was the promotional tools and programs in showroom to

purchase electric vehicle –

Interpretation
 The data represents that 29.09 % of people think of the promotional tools and
programs in the showroom to purchase in e vehicle is effective 17.34 % Think
Good 13 % think neutral 30 % voted Bad and 10.57 % voted very bad.

11%

29%

a.) Excellent
b.) Good
30% c.) Neutral
d.) Bad
e.) Very Bad

17%

13%

Figure – 3.8

9. How satisfied are you with discount policy of E-vehicle shop? –

Interpretation
The data represents that people are highly satisfied with the discount policy of
electric vehicle shops in which they are highly satisfied 60%, followed by
satisfied 20%, Neutral 12%, dissatisfied 8%.

8%

12%

a.) Highly satisfied

b.) Satisfied
c.) Neutral
d.) Dissatisfied
20% 60%

Figure – 3.9

10. Do you like E-vehicles?

Interpretation
According to the survey report 40% of the people are liking electric vehicles and
60% of people are not liking them because of the charging stations as well as
range of movement etc. Some people are liking it because of the city use,
environmental friendly and not having tension of fueling it.

40%
a.) Yes
b.) No
60%

Figure – 3.10

11. Factors discharge you to consider in buy E-vehicle –

Interpretation
 As per data shown 33.08% people discourage Due to limited range of e vehicle
during purchasing 36.04 % due to price 23.04 % of people due to Long
recharging time and 7.84 % of people due to lack of trust of the technology.

8%

33%
23% a.) Limited range

b.) Price

c.) Long recharging time

d.) Lack of trust to the technology

36%

Figure – 3.11

CHAPTER 4
4.1 Figure And Graph Analysis

Interpretation of data provided by the E- Vehicle showrooms in Ranchi

Showroom/Company - JOY-E-BIKE

Sl. No Month Sales Sl. No Month Sales

1 Oct-22 25 1 Jan-23 41
2 Nov-22 27 2 Feb-23 37
3 Dec-22 29 3 Mar-23 46
Total 81 Total 124
Table – 4.1 Table – 4.2
Interpretation –
- They are engaged with direct marketing as well as social media marketing.
- Newspaper and Local Radio advertising.
- They deduct registration amount from their end.
- Company provides several discount offers time to time.
- Providing service related calls time to time.
- They follow the promotional strategy of :
New Product – New Promotion.
- They opt for television advertising when there is no hike in sales.

Joy-E-Bike
50
45
40
35
No. Of Sales

30
Before Sales Promotion
25
After Sales Promotion
20
15
10
5
0
1 2 3
Months

Figure – 4.1

Showroom / Company - OLA

Sl. No Month Sales Sl. No Month Sales

1 Jan-22 5 1 Jul-22 21
2 Feb-22 7 2 Aug-22 18
3 Mar-22 3 3 Sep-22 25
 4 Apr-22 3 4 Oct-22 70
5 May-22 10 5 Nov-22 66
6 Jun-22 12 6 Dec-22 88
Total 40 Total 288
Table – 4.3 Table – 4.4

Interpretation –
- Mouth spreading is their primary source of any promotion.
- Company provides discount offers and with usable benefit tools.
- Newspaper and Local Radio advertising.
- Starts promotional campaigns time to time and participating in auto expo as well.

Ola
100
90
80
70
60
Before Sales Promotion
Axis Title 50 After Sales Promotion
40
30
20
10
0
1 2 3 4 5 6
Month

FIGURE – 4.2

SHOWROOM / COMPANY - OKINAWA

Sl. No Month Sales Sl. No Month Sales

1 Jan-22 25 1 Jan-23 65
2 Feb-22 23 2 Feb-23 70
3 Mar-22 26 3 Mar-23 60
4 Apr-22 33 4 Apr-23 63
 5 May-22 22 5 May-23 72
6 Jun-22 24 6 Jun-23 68
7 Jul-22 20 7 Jul-23 58
8 Aug-22 24 8 Aug-23 63
9 Sep-22 28 9 Sep-23 66
10 Oct-22 19 10 Oct-23 54
11 Nov-22 28 11 Nov-23 61
12 Dec-22 33 12 Dec-23 89
Total 305 Total 789
Table – 4.5 Table – 4.6

Interpretation –
- Mouth spreading is their primary source of any promotion.
- Company provides discount offers and with usable benefit tools.
- Newspaper and Local Radio advertising.
- Starts promotional campaigns time to time and participating in auto expo as well.

Okinawa
100
90
80
70
60
Before Sales Promotion
50
Sales

After Sales Promotion

40
30
20
10
0
1 2 3 4 5 6 7 8 9 10 11 12
Month

FIGURE 4.3

SHOWROOM / COMPANY - PURE EV

Sl. No Month Sales Sl. No Month Sales
1 Jan-22 0 1 Jan-23 9
2 Feb-22 2 2 Feb-23 7
3 Mar-22 1 3 Mar-23 11
4 Apr-22 4 4 Apr-23 8
5 May-22 3 5 May-23 9
6 Jun-22 2 6 Jun-23 8
7 Jul-22 6 7 Jul-23 9
8 Aug-22 4 8 Aug-23 8
9 Sep-22 3 9 Sep-23 7
10 Oct-22 5 10 Oct-23 9
11 Nov-22 6 11 Nov-23 9
12 Dec-22 7 12 Dec-23 12
Total 43 Total 106
Table – 4.7 Table – 4.8

Interpretation –
- Using Newspaper and pamphlets as their primary method of advertising.
- Giving full Finance in the festive seasons. Participating in auto expos and promo-
tional campaigns

Pure EV
14
12
10
No.of Sales

8 Before Sales Promotion

6 After Sales Promtin

4
2
0
1 2 3 4 5 6 7 8 9 10 11 12
Month

FIGURE – 4.4

SHOWROOM / COMPANY - BENLING

Sl. No Month Sales Sl. No Month Sales
1 Jan-22 3 1 Jul-22 8
2 Feb-22 3 2 Aug-22 6
3 Mar-22 3 3 Sep-22 7
4 Apr-22 4 4 Oct-22 5
5 May-22 1 5 Nov-22 6
6 Jun-22 1 6 Dec-22 8
Total 15 Total 40
Table – 4.9 Table – 4.10

Interpretation –
- Company offers discount and coupon offers time to time followed by voucher also.
- Engagement with the customers by calling as in service call after the product deliv-
ery.
- Use of local radio channel for the promotion.
- Company advertises their products from the center level like television advertise-
ment and other direct marketing tools.

5
Before Sales Promotion
4 After Sales Promotion
3

0
1 2 3 4 5 6
FIGURE – 4.5

SHOWROOM / COMPANY - ATHER

Sl. No Month Sales Sl. No Month Sales
1 Oct-22 55 1 Jan-23 61
2 Nov-22 31 2 Feb-23 52
3 Dec-22 37 3 Mar-23 79
Total 123 Total 192
Table – 4.11 Table – 4.12

Interpretation –
- They maintain the high quality of products.
- Company provides gifts with their products.
- They provide charging station at various points of the cities.
- They use social media marketing as their primary method of advertising.
- Newspaper and Local Radio advertising.

90

80

70

60

50
Before Sales Promtion
40 After Sales Promotion
30

20

10

0
1 2 3
FIGURE – 4.6
 CHAPTER 5

5.1 Conclusion

In order to answer the research question: Do the attributes as well as consumer attitude of electric
vehicles influence the intent to purchase one? This research paper has conducted a survey, from
which questionnaire has been conducted according to the conceptual model and the proposed
methods. The findings & analysis chapter of this paper presents an analysis that shows How
before promotion tools and after promotion tools effects the sales data This collected knowledge
leads to an understanding that the importance of certain attributes within an electric car as an
innovation do in fact influence the attitude of that consumer. Furthermore, by utilizing this
analysis as well as the theoretical framework presented it can be concluded that the attitude
toward electric vehicles of a consumer does influence their intent to purchase one. These results
contribute to the general knowledge regarding electric vehicles and its potential market in Ranchi.
The implication of this study is that manufacturers, resellers as well as governing organizations in
Ranchi can utilize this knowledge to further spread the use of electric vehicles and contribute to a
more sustainable private transport. As a result of the aim of this study, this paper is relevant to
bike manufacturers as it seeks to answer to what extent the attributes of electric bike influence the
intention to purchase one and will hopefully bring market insights to the industry in order to
optimize production, sales and marketing accordingly sales promotional tools bikes on the roads.
This paper is also relevant from a theoretical standpoint since the study directly contributes to the
quantitative knowledge regarding the electrical vehicle market and its development in Ranchi.
What makes this study distinct is that it brings both theoretical connections to its findings as well
as providing a general idea regarding how the government or firms in the industry can work
toward spreading EVs further into the market and to capture consumers from different
demographics. To put the results of this study in a broader context, the meaning of the results are
highlighted. The authors of this study believe that these results are meaningful to the general and
overarching understanding of How the sales promotion tools effect the sales data of electric
vehicles in Ranchi.

5.2 Limitation of Project –

1. There are some areas that will be lacking in this research . One limitation of this research will
be the sample selection as the study has decided to only investigate the ranchi consumers and their
behavior. This becomes a limitation because the data is from the ranchi only and no data from all
over India to draw conclusions. Another limitation of the paper is that it will only investigate fully
electric bike and not car’s sales data.

2. There is also one limitation of this research is that During the research on effect of sales
promotion on sales of electric vehicle in Ranchi , The e- vehicle market is in there introducing
phase and moving to growing phase in product life cycle so, we cat get more or sufficient data .
5.3 SUGGESTION

E- vehicle industry is in growing phase they have to proper market research about
customer expectation And company perception .

 They should increase the number of sales promotion tools

 They should also provide proper pitch to customers
 They should have their Panel Organized for a better Brand reputation in
market
 They should provide their customers with more complimentary services in
order to attract the team.
 QUESTIONAIRE –

1. Which promotional activities attracts you more in purchasing electric vehicle –

a.) Discount
b.) Usable Benefit
c.) Full Finance
d.) Gift

2. Factor encourage you to consider buying electric vehicle –

a.) Price
b.) Promotion
c.) Low noise level
d.) Positive environmental effect
e.) Fuel consumption

3. You can save money owning an electric vehicle instead of a regular bike –
a.) Agree
b.) Strongly agree
c.) Disagree
d.) Strongly disagree

4. How do you rate insurance and test drive policy of electric vehicle –

a.) Good
b.) Average
c.) Poor

5. Do you often pay attention to sales promotion activities when you are shopping E-vehicle ?

a.) Never
b.) Sometime
c.) Very Often
d.) Every time

6. Do you think E-vehicle industry has done a strong sales promotion –

a.) Very weak

b.) Weak
c.) Strong
d.) Very strong

7. Do you agree that sales promotion would strengthen the image of E-vehicle –

a.) Agree
b.) Strongly agree
c.) Disagree
d.) Strongly disagree
8. How effective was the promotional tools and programs in showroom to purchase electric
vehicle –

a.) Excellent
b.) Good
c.) Neutral
d.) Bad
e.) Very Bad

9. How satisfied are you with discount policy of E-vehicle shop? –

a.) Highly satisfied

b.) Satisfied
c.) Neutral
d.) Dissatisfied

10. Do you like E-vehicles?-

a.) Yes
b.) No

11. Factors discharge you to consider in buy E-vehicle –

a.) Limited range

b.) Price
c.) Long recharging time
d.) Lack of trust to the technology
 REFERENCE

1. https://readyourflow.com/business-studies-by-poonam-gandhi-class-12-2021-2022/#page23

2. https://vahan.parivahan.gov.in/vahan4dashboard/vahan/view/reportview.xhtml

3. https://www.epd.gov.hk/epd/english/environmentinhk/air/promotion_ev/promotion_ev.html

4. https://e-amrit.niti.gov.in/electric-vehicle-incentives

5. https://www.hindustantimes.com/ranchi/ranchi-joins-electric-car-revolution/story-
N8svoyqjPebTN04inyPepN_amp.html
 BIBLIOGRAPHY

For Books:

[1] Author names, Name of Books (Italics), Publisher name, Year of publication.

Example: B.Kernighan and P.Plauger. The Elements of Programming Style, McGraw Hill,
1974.

For Website: