RETAILING E-BIKES IN A DIGITAL ERA: A STUDY OF CONSUMER PERCEPTION AND MARKETING DYNAMICS ACROSS URBAN AND SEMI-URBAN SEGMENTS IN TAMIL NADU

E-bikes are becoming more popular in urban and suburban areas due to the increasing need for sustainable transport.At the same time, digital retail platforms such as online shops, mobile applications, and social media are transforming consumers' interaction with the products as well as their purchasing behavior.The study aims to understand how public perception towards e-bikes is shaped, behavioral drivers of preference, the impact of marketing activities, and how these elements vary across different areas.It analyzes the approach adopted by e-bike retailers in both urban and semi-urban markets, utilizing retail innovations like online customization, virtual digitized showrooms, and digital financing.By pinpointing the barriers and stimuli to adoption, the study highlights the gaps that businesses need to address to establish