A STUDY ON ROLE OF SHOWROOM EXPERIENCE IN INFLUENCING CONSUMER PURCHASE DECISIONS AT ATHER ENERGY EXPERIENCE CENTRE

The rapid growth of the electric vehicle (EV) industry has increased the importance of creating meaningful customer experiences at the showroom level.Modern consumers expect more than product information; they seek interactive demonstrations, personalized guidance, and opportunities to experience the product before making a purchase decision.As a result, the showroom experience has become a key factor in influencing customer perceptions, trust, and buying behaviour.A Study on Role of Showroom Experience in Influencing Consumer Purchase Decisions at Ather Energy Experience Centre examines how the showroom environment influences customers' buying decisions.The study focuses on factors such as showroom atmosphere, staff communication, product demonstrations, digital experience, and test rides.A descriptive research design was adopted, and primary data were collected from 150 respondents using a structured questionnaire.The collected data were analyzed using Percentage Analysis, Spearman's Rank Correlation, Chi-Square Test, One-Way ANOVA, SPSS, and Microsoft Excel.The findings indicate that a positive showroom experience significantly enhances customer trust, confidence, and purchase intention.The study concludes that effective showroom management and customer engagement play an important role in improving customer satisfaction and strengthening Ather Energy's position in the electric vehicle market.