Question

Analyze Consumers' adoption stage in case of adopting an electronic car Why and how these groups adopt/reject innovative cars?

Answer 1

Consumer's adoption stages in case of adopting an electronic car can be explained using various consumer behaviour theories. Consumers buy a product based on the perceived value of the product and the ability of product to satisfy a particular need, recommendation of peers and family groups, alternative options available in the market and after sales service, available information and pricing. The electronic vehicles are known for their eco friendly technology and innovation.

Consumers consider adopting an electronic car for reasons to not use fossil fuels like petrol, innovative attitude for buying a new technology and environmental concerns. Consumers who are more aware about the technology , have access to the relevant information, can identify the product with their attitudes and beliefs are more likely to purchase electronic vehicles. They consider the relative advantage of buying the product and benefits like getting tax rebates, compatibility with personal values and the differentiation offered by the product in terms of functional and social values.

Consumers may reject innovative cars as they find them a risk factor related to performance, finances and maintenance. There is lack of awareness, availability and information available for purchase of these vehicles. The customers find it uneasy to switch from the more conventional and habitual behaviour. They find comparatively limited options in case of innovative cars. The support and available maintenance facilities are less compared to the mainstream vehicles available in the market.