AN INSIGHT INTO CUSTOMERS' BUYING PERSPECTIVES TOWARDS E-BIKE IN KAKINADA DISTRICT

In today’s increasingly competitive and environmentally conscious market, businesses are shifting their focus from customer satisfaction to customer delight. Marketers must align communication strategies with consumer perceptions to ensure long-term engagement and brand loyalty. With urban transportation evolving towards sustainable alternatives, e-bikes have emerged as a key solution. Understanding consumer perceptions regarding features, environmental impact, cost-effectiveness, charging infrastructure, and safety is essential for encouraging the adoption of electric vehicles (EVs). This study investigates how these variables influence consumer purchase perspectives, with a specific focus on Bajaj Chetak e-bikes in the Kakinada district. Employing a quantitative, descriptive research design, the study identifies low operating costs as a primary motivator for purchase, while limited awareness and infrastructure challenges act as significant deterrents.