Brand Positioning and Customer Perception in The EV Industry – A Comparative Study of TATA Motors and MG Motors in The Electronic City, Bangalore Region
Article Sidebar
Main Article Content
Abstract: The electric vehicle (EV) market in India has seen rapid growth, with major players like Tata Motors and MG Motors competing to capture the evolving consumer base. This study explores how brand positioning strategies influence customer perception in the Indian EV industry. Through primary data collected via surveys and secondary data from industry reports, this comparative study analyzes the branding dimensions that shape consumer trust, preference, and purchase decisions. The findings indicate that while Tata Motors leverages its domestic brand value and affordability, MG Motors emphasizes technological innovation and a premium experience. The study offers insights for marketers to align branding strategies with customer expectations in the growing EV segment.
Downloads
References
Introduction anAaker, D. A. (1996). Building Strong Brands. Free Press.
Keller, K. L. (2003). Strategic Brand Management. Pearson Education.
Nair, R., & Pillai, A. (2021). “Consumer Perception Towards Electric Vehicles in India.” Journal of Business and Management, 23(4), 45–52.
SIAM India EV Reports (2023). Society of Indian Automobile Manufacturers.
Tata Motors. (2023). Annual Report 2022–23. Tata Motors Ltd.
MG Motors India. (2023). EV Market Trends and Strategy Whitepaper.
Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson Education.
Solomon, M. R. (2017). Consumer Behavior: Buying, Having, and Being (12th ed.). Pearson.
Statista. (2024). EV Market Penetration in India. www.statista.com
McKinsey & Company. (2022). The Future of Mobility and EV Adoption in Emerging Markets.
Deloitte. (2023). EV Readiness Index – India Edition. Deloitte Insights.
EY Global. (2023). EV Acceleration: India’s Roadmap to Electrification.
Kumar, A., & Sharma, N. (2021). “Determinants of Electric Vehicle Adoption in India.” International Journal of Energy Economics and Policy, 11(3), 56–65.
Malhotra, N. K. (2020). Marketing Research: An Applied Orientation. Pearson Education.
Krishnan, R., & Rajagopal, S. (2020). “Brand Equity in the EV Sector: An Indian Perspective.” Asian Journal of Marketing, 14(2), 113–126.
India Brand Equity Foundation (IBEF). (2023). Indian Automobile Industry Overview.
EVreporter. (2023). Charging Infrastructure Development in India.
Khan, M. T. (2014). “The Concept of Marketing Mix and its Elements (A Conceptual Review Paper).” International Journal of Information, Business and Management, 6(2), 95–104.
Kumar, V., & Reinartz, W. (2018). Customer Relationship Management. Springer.
Morgan, N. A., & Rego, L. L. (2009). “Brand Portfolio Strategy and Firm Performance.” Journal of Marketing, 73(1), 59–74.
Bain & Company. (2022). Automotive Trends and Transformation: India 2030.
ResearchAndMarkets.com. (2024). India Electric Vehicles Market Outlook 2025.
Verma, R., & Gupta, M. (2022). “Consumer Preferences in EVs: A Study of Urban Millennials.” International Journal of Applied Research, 8(4), 37–44.
Mahajan, V., & Wind, Y. (2002). Brand Equity Management. Pearson Education.
Sharma, D., & Chatterjee, A. (2021). “Comparative Branding Strategies in the Indian EV Sector.” South Asian Journal of Marketing, 3(1), 89–98.
Zeithaml, V. A. (1988). “Consumer Perceptions of Price, Quality, and Value.” Journal of Marketing, 52(3), 2–22.
Accenture. (2023). India EV Industry Transformation Report.
PWC India. (2023). Future of E-Mobility in India: From Strategy to Scale.
Vahan Dashboard (2023). EV Registration Statistics. Government of India.
Narayan, S., & Menon, A. (2020). “Marketing Green Technologies: A Study of EV Consumer Response.” International Journal of Green Marketing, 5(2), 120–130.
Roland Berger. (2022). Automotive Disruption Radar – India Focus.
Kantar IMRB. (2022). Customer Sentiment Report – EV Adoption in India.
Singh, M., & Rani, P. (2021). “Evaluating Brand Trust in Indian Automobile Sector.” Global Journal of Business Research, 10(1), 20–28.
Lenskold, J. D. (2003). Marketing ROI: The Path to Campaign, Customer, and Corporate Profitability. McGraw-Hill.
Mintel. (2023). Consumer Preferences for Sustainable Transport in India.
This work is licensed under a Creative Commons Attribution 4.0 International License.
All articles published in our journal are licensed under CC-BY 4.0, which permits authors to retain copyright of their work. This license allows for unrestricted use, sharing, and reproduction of the articles, provided that proper credit is given to the original authors and the source.