MARKETING DRIVERS AND CONSUMER LOYALTY IN THE ADOPTION OF ELECTRIC AND HYBRID ELECTRIC VEHICLES IN KERALA

In order to address environmental issues and promote sustainable transportation, the shift to electric vehicles (EVs) and hybrid electric vehicles (HEVs) is essential. The purpose of this study is to assess EV and HEV marketing tactics in the state of Kerala, which is known for its fast urbanisation and environmental awareness. This study will examine the marketing Drivers and the elements affecting customer happiness and loyalty, and the primary drivers of EV and HEV adoption through a thorough literature analysis and a mixed-methods approach combining surveys and interviews. Analysing marketing tactics, looking into consumer happiness metrics, looking into loyalty intentions, and figuring out the main adoption trigger are some of the goals. The expected benefits include practical information for optimising marketing strategies, increasing consumer satisfaction, promoting loyalty, and hastening the adoption of EVs and HEVs in Kerala. This study adds to our understanding of consumer behaviour in the context of sustainable transportation and lays the groundwork for future research in this expanding topic. Keywords: Hybrid Electric Vehicles, Marketing Strategies, Consumer Satisfaction