A

Project Report

On

Effectiveness of UrbanClap’s Digital Marketing in Building Brand Equity for

Service SMEs.

Submitted by: - Submitted to: -

Ayush Lasod (2341036) Dr. Richa Singhal

(Associate Professor)

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 CERTIFICATE

This is to certify that the Project report entitled “Effectiveness of UrbanClap’s

Digital Marketing in Building Brand Equity for Service SMEs.
” is record of project work done independently by the Arisht Hingad under my
guidance and supervision and that it has not previously formed the basis for the
award of any degree, fellowship, or associateship.

Dr. Richa Singhal

Associate Professor

S.S Jain Subodh P.G. (Autonomous) College

Jaipur

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 DECLARATION

I, Ayush Lasod student of BBA Sem V hereby declares that the project work
presented in this report is my own work and it has carried out under the
supervision of Dr. Richa Singhal (Associate Professor) of S.S Jain Subodh P.G
(Autonomous) College.

This work has not previously been submitted to any other university for any
examination.

Ayush Lasod

S.S Jain Subodh P.G. (Autonomous) College

Jaipur

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 ACKNOWLEDGEMENT

It is not often in life that you get a chance of appreciating and expressing your
feelings in black and white to thank the people who have been a crucial part of
your success, your accomplishments, and your being what you are today. I take
this opportunity to first thank the faculty at S.S Jain Subodh P.G (autonomous)
college, especially Prof. K.B. Sharma, Principal and Dr. Priti Gupta Head,
Department of BBA for inculcating and instilling me the knowledge, will power,
values and competitiveness and professionalism. required by me as a
management student.

I would like to give special thanks to Dr. Richa Singhal - Associate Professor
(Faculty Guide) for educating me in a silver lining in every dark cloud. Her
enduring efforts, guidance, patience, and enthusiasm have given a sense of
direction and purposefulness to this project and ultimately made it a success. I
express my sincere and heartiest thanks to everyone who has contributed
towards the successful completion of the project.

Finally, I would like to thank our family and my parents for supporting me
spiritually throughout my life.

The errors and in consciousness remain my own.

Ayush Lasod

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 Contents:

Effectiveness of UrbanClap’s Digital Marketing in Building Brand Equity

for Service SMEs.

1- Urban Clap– An Introduction……………………………..………… 6

2 Marketing Mix of Urban Company and 7P...…………………………19

3- Customer Satisfaction in EV- Tata Motors…………………………..28

4- Literature Review…………………………………………………….33

5- Research Methodology……………………………………………….36

6- Analysis & Data Interpretation……………………………………….43

7- Conclusion, Findings & Research……………………………………74

Bibliography…………………………………………………………78

Appendix…………………………………………………………….80

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6
1. About Urban Clap- An Introduction

Founded on November 10 2014, Urban Clap in a matter of just 6 years became

the largest home services market place in India. This platform helps in
connecting trusted and trained professionals with customers who wish to enjoy
services like hair-dressing, massages, cleaning etc. at the comfort of their home.

Urban clap employees over 25,000 service professionals and caters to 50,00,000
people in a year. It also boasts a reach of service in 18 different cities. Valued at
$850 Million, Urban Clap is one of the most well-known startups.

Despite its popularity, it’s perception is mostly limited to personal services like
salon and cleaning. Little is known about the Fitness services and coaching they
provide, despite it being a 4-year-old feature.

In this presentation case study, the student team will tackle the issue of the
unpopularity of their fitness segment with the help of deep insights and data-
driven solution making.

At IIDE, we give a holistic education experience to our students. Our training

methodology focuses on inculcating practical training and creative problem-
solving. You learn with the help of latest case studies, challenging assignments
and get guidance from industry experts.

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 Historical Background

UrbanClap, touted to be one of the largest online services provider, had a

humble story and a simple background. Started by three people (Abhiraj Bahl,
Raghav Chandra and Varun Khaitan,) with the vision of changing the way
people shopped for services online, UrbanClap was the trios second attempt at
starting a business.

The beginning

The first venture Raghav and Khaitan worked on together was Cinemabox, an
on demand movie streaming platform which provided entertainment for long
distance buses, trains and planes, while Bahl was working on a startup of his
own. However, although both had ideas which were unique and one of a kind
when they were launched, not a lot of people took a liking to it and very soon,
the three founders realised all their hard work had gone to naught.

It was around this time that the two were introduced to Abhiraj Bahl, a man with
similar vision and a dream to think big. The three of them came together with a
single mission to create something extraordinary and by pooling in a grand total
of Rs. 10 lakhs, the three founders started UrbanClap.

The founding story

The trio realised there was a gap between the way people found services and in
the way people connected with the service providers. Using their personal
experiences and realising that even in 2014, people had a difficulty in finding
services they really needed. UrbanClap, as a company was formed by realising
this need and by essentially turning the Yellow Pages format into an online
platform.

Initially started as a platform which was merely based on searching and

discovering, UrbanClap evolved through the years to become a business model
which on boards people providing specific services, trains them and ensures
quality control is maintained no matter what. Further, this service was also used
to standardize payments for the user and helped them request for services either
through the spa or through the online app.

Within six months of creating the service, the three founders raised a series of
funding from different people and by 2015, the startup had raised more than a
million dollars. UrbanClap earns its revenue by taking a certain amount of
money in the form of commission, a barter which helps it grow and sustain the
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model. With a business model like this, it comes as no surprise that the founders
don’t want an IPO in the near future.

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 India’s On-demand Home Service Market is Ripe for Disruption

Indians have never embraced the DIY culture and prefer the DIFM (Do it for
me) instead. And thus, home services were always outsourced to the
neighborhood service provider, despite their questionable quality, reliability, and
punctuality. But the rise of smartphones, cheap internet, and a rising middle
class has fueled the growth of the on-demand home service market. This
industry gained even more prominence during the pandemic and has been
growing steadily.

It's no wonder that India is one of the significant contributors to the global
growth of the online on-demand home service market, which is expected to
grow by $4.75 billion from 2021 to 2026 at a CAGR of 60.77%.

Pandemic Potential Unlocked

2019-2020 proved out to be game changing years for the industry. The industry
stepped up its game, Strict hygiene and sanitation standards won over even those
sceptical. Specialized applications displaying vitals relating to vaccination
status, bodily temperature and even travel history stood out catapulting the
market to its contemporary potential.

Enlisting Those Really Skilled

Platforms have made signing of those with real skills not just a habit but a
mantra. Specialists assigned to repair a microwave or just to trim one’s
overgrown hair, are verified by the platforms in order to make the consumer
experience, one that will make him come back for more.

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 The Challenges:
Regulatory Challenges

The industry is perhaps governed by regulators and legislations more in number

than any other. The principles set of laws governing the sector being The
Consumer Protection Act, 2019 and The Information Technology Act, 2000.
The industry suffers from multiplicity of laws and governing guidelines and the
problems caused by overlapping functions of multiple authorities and duplicity
of submissions to be made in the absence of a dedicated regulator to lead the
sector.

Picking the Best from the Lot

India is a large country with an exceptionally larger population of skilled, semi-

skilled and unskilled workers with men from each category picking up tools in
order to earn a livelihood. The challenges to separate the skilled from the others
and to train the semi-skilled in order to fulfil demands ever rising is a tedious
task and requires considerable resources.

Safety of Women at Work

Perhaps the greatest challenge faced by the Home Maintenance and Services
Industry today. Industry players have faced strikes and threats to agitate on
multiple occasions, the reason behind the strikes was to force these startups and
other stake holders to make sure of women workers safety while on
work. Although legislations such as The Sexual Harassment of Women at
Workplace (Prevention, Prohibition and Redressal) Act, 2013 and Protection of
Women from Domestic Violence, 2005 exist but works still needs to be done in
order to change the ground reality.

The Commission Debate

UrbanCompany, in the year 2021 faced multiple demonstrations by female

partners against the high rates of commissions and cancellation charges being
subjected upon them. The company did adopt a 12-point agenda to douse the fire
in time but the demonstrations did highlight the practices adopted by major
players. Commission rates are directly proportional to the profits made but may
adversely affect those on rolls of the platform. There exists a need to balance the
mutual interests of the parties involved.
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 How can new entrants grow effortlessly?

This industry is still nascent, and with the low barrier to entry, new entrants can
easily make a mark here. But they must take care of the following aspects.

Partner Training

 Businesses in this sector act as aggregators and must work with multiple
partners and vendors to deliver the services to the users. These vendors
must be onboarded into their system and be trained in the standard
operating procedure to keep the service consistent. They should also
create training sessions for the vendors specific to their category and take
tests to check whether the skills have been imbibed.

 Businesses must strictly enforce quality standards to ensure that customer

is satisfied with the service. In addition, they should monitor the
performance of their vendors and upskill them when needed.

Customer Engagement

 Customers are used to a simplified, omnichannel experience across all the

platforms they use and will also demand the same from you. And in
today’s hyper-connected world, where a single bad review can impact a
business, customer experience is of the utmost importance.

 Businesses must analyze all the customer data at their disposal to create
personalized offers and experiences for their customers. They must also
simplify the application's user interface so that a user can book a service
with minimal effort. Once a service is booked, the application must
communicate the customer's preferences to the vendor to manage the
entire process seamlessly.

 Support is another area of concern. If things go wrong, customers must be

able to reach out to the support team quickly and express their concerns.
The support team must have contextual information about the customer
and should understand and resolve the problems at the earliest.

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So, how can businesses achieve all this at scale? Adopting intelligent solutions
can help them do that.

Top 5 Urban Company Competitors and Alternatives

Companies Headquarters Establishment Year

Zimmber Mumbai, Maharashtra 2014

Housejoy Bengaluru, Karnataka 2014

Premend Vadodara, Gujrat 2016

Timesaverz.com Mumbai, Maharastra 2012

HOMA2u Selangor, Malaysia 2017

1. Zimmber

Established in the year, Zimmber is a Mumbai Based online marketplace for

various services like painting, home cleaning, plumbing, AC Repair, Carpenter
& Many More. Currently operating in metropolitan cities like Mumbai, Delhi,
Gurgaon, Pune, Kolkata, and Chennai, Zimmber is currently the of the Biggest
Urban company competitors in India.

Zimmber’s On-demand Services are Available on their android app. People can
download the Zimmbers mobile app and book different services without any
hassle. After the Customer has booked the Service, they will be contacted by the
zimmber team to confirm the availability. Once the Customer Confirms the
Availability, Zimmber Sends their Skilled Service Providers to the Customer’s
Location.

Till Now Zimmber has raised more than $7.4M in 3 rounds of funding from
Investor Like Chiratae Ventures,
Omidyar Network and Aarin Capital. Zimmber’s Long-term plan is to expand its
services Category and enter tier 2 cities in India.

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In 2017, Quikr India one of the Biggest classifieds businesses acquired Zimmber
for a $10 Million all stock Deal. This STrategic Move has not just helped
Zimmber to grow but also Quikr to Expand its Services into hyperlocal
household services Businesses in India.

2. Housejoy

After the Urban company and Zimmber, Housejoy is the third most popular On
Demand Home Service Providers Company in India. Started in the Year 2014
by Arjun Kumar, Sanchit Gaurav, and Sunil Goel, Housejoy is a platform that
allows customers to book quality professionals for services like construction,
pest control, Home repair, Cleaning, and Home Salon.

Housejoy is Currently present in 6 cities of India which include Bengaluru,

Chennai, Pune, Hyderabad, Mumbai, and Delhi-NCR. They Plan to expand
Their Services to more than 30 cities across India.

With Their Affordable Pricing, Business transparency, Professional team, End to

End Processing, and Quality Service, Housejoy is currently one of the fastest
growing On Demand Home Service Providers Company in India and the
Biggest urban Company Competitors.

Housejoy has raised a total of $30.2M of Funding from investors like Growth
Story, Vertex Ventures Southeast Asia & India, same capital, Vertex Ventures,
and Qualcomm Ventures.

3. Premend

Premend is a Vadodara, Gujarat-based online home service company that

provides services such as carpenter, plumbing, electrical, and pest control.
Founded in 2016, Premend offers personalized doorstep solution assistance for
any Home related service.

All the Services offered by Premend can be booked easily through their
website premend.com. Customers have to fill in the details about the service
required, including location, Name, Email address, Phone Number, and
Message. Once all the details are filled in on the portal, someone from Premend
teams will contact the Customer for further process.

With their professional services, Affordable pricing, Ease of booking, and great
Customer Support, Premend can overtake Urban company to become one of the
Best On Demand Home Service Providers companies in India.

4. Timesaverz.com

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Founded in the year 2012 in Mumbai, Maharastra, Timesaverz.com is an online
marketplace for home repair and Maintenance Services. It all started when the
founder of Timesaverz.com Mr. Debadutta Upadhyaya and Lovnish Bhatia
Noticed the Gap in the Online marketplace for In-demand Services for home
services. Aiming to address this gap, Both the Founders started a Tech-enabled
home services startup, Timesaverz.

Timesaverz.com allows customers to post Their household service requirements

on their android and IOS Apps. After the requirement is posted, timesaverz.com
connect the customers with their 500+ quality Service providers.

With the total funding of $3.2M raised over 3 Rounds. Looking at the
company’s success in such a highly competitive market where it’s being
dominated by big players like urban companies, Timesaverz.com Founders aims
to improve its services and expand its Services to newer markets in India.

5. HOMA2u

HOMA2u is a Klang, Selangor, Malaysia Based company offering affordable

Home Improvement Services. Founded in the year 2017, HOMA2u’s mission is
to lead an initiative of reducing, reusing, and repurposing building materials.
From tiles to ventilation blocks, water filtration, and furniture, HOMA2u
redefines the experience of Building Your Dream Home.

HOMA2u has raised a total of $1.2M over its 4 rounds of funding from
investors like Warisan Quantum Management Sdn Bhd and ScaleUp Malaysia.

HOMA2u and urban company Doesn’t Compete Directly because both the
companies operate in two different Countries. However, with this type of
Business model, HOMA2u can become a competitor of the urban companies in
coming years by Introducing home improv

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 Management of Risk in home services industry

Risk Management in the Home Services Industry in India

The home services industry, catering to services like home repairs, beauty, and
appliance maintenance, faces unique risks due to its decentralized workforce and
in-home service model. Effective risk management strategies are essential to
ensure quality, safety, and customer trust.

Key Risks and Mitigation Strategies

1. Service Quality & Consistency

o Risk: Ensuring uniform service quality across a large, gig-based

workforce.

o Management: Standardized training, regular audits, feedback

systems, and performance incentives help maintain consistent
quality.

2. Workforce Management

o Risk: High turnover and ensuring worker qualifications.

o Management: Stringent vetting processes, background checks,

employee engagement initiatives, and clear contracts help retain a
skilled workforce.

3. Health & Safety

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 o Risk: In-home service delivery poses health and safety risks for
customers and workers.

o Management: Enforce strict safety protocols, provide emergency

support, and offer insurance coverage for added security.

4. Cybersecurity & Data Privacy

o Risk: Protecting customer and service provider data.

o Management: Data encryption, compliance with privacy laws, and

regular system audits reduce the risk of breaches.

Growth in Indian-Urban clap

Founded by Abhiraj Bhal, Varun Khaitan and Raghav Chandra in December

2014, UrbanClap is a tech-enabled marketplace with a total of USD 110.7
million in funding as of December 2018. In its latest funding round, which took
place in November 2018, the company raised USD 50 million in Series D
funding led by Steadview Capital. With strong backing from big-name investors
such as Ratan Tata, Vy Capital, SAIF Partners, Accel and Bessemer Venture
Partners, they are aggressively expanding and strengthening their market
position within tier-one and recently tier-two cities of India.

In mid-2018 UrbanClap expanded to Dubai with a limited number of services on

offer. However, as per Chandra, they see this more as an expansion of India as
the UAE has one of the largest segments of Indian population; and are not
planning to expand further out of their home base in the coming future.

Within just 24 months of its inception, UrbanClap has quickly become the
segment leader and are proving to be a serious competition to Amazon-backed
Housejoy and Tiger Global-backed LocalOye. Whilst these are the major
players in the home service industry of India, Traxcn finds that there are 270
similar companies that have been set up in past the five years.

So what’s unique about UrbanClap that led them to grow so quickly in the
country of more than a billion people? Exactly that—the problem of low quality

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and unreliable service providers being faced by the second largest population of
people. Let’s look into their the business plan and how they solved the problem.

Customer retention in Automobile Industry

Customer retention is a critical aspect of the automobile industry, as it fosters

brand loyalty, sustains revenue streams, and enhances profitability. Here are
some key strategies employed by automobile manufacturers and dealerships to
improve customer retention:

1. Excellent Customer Service: Providing exceptional customer service at

every touchpoint, from initial inquiries to post-purchase support, is essential for
fostering positive relationships with customers. This includes prompt responses
to inquiries, transparent communication throughout the sales process, and
efficient resolution of any issues or concerns.

2. Personalized Experiences: Tailoring the customer’s experience to individual

preferences and needs can significantly enhance satisfaction and loyalty. This
may involve offering personalized product recommendations, customized
financing options, and exclusive perks or rewards for loyal customers.

3. Building Trust and Credibility: Establishing trust and credibility is crucial

for retaining customers in the competitive automobile industry. This can be
achieved through transparent pricing, honest communication, and consistently
delivering on promises regarding product quality and service standards.

4. After-Sales Support and Service: Providing comprehensive after-sales

support and service is essential for maintaining long-term relationships with
customers. This includes offering regular maintenance services, warranty
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support, and timely repairs to ensure customer satisfaction and vehicle
longevity.

5. Engagement and Communication: Regularly engaging with customers

through targeted marketing campaigns, newsletters, and events can help
reinforce brand loyalty and keep customers informed about new products,
services, and promotions.

6. Customer Feedback and Surveys: Actively soliciting customer feedback

and conducting satisfaction surveys can provide valuable insights into areas for
improvement and help identify opportunities to enhance the customer
experience.

7. Building a community: Creating a sense of community among customers,

such as through brand-specific clubs, online forums, or social media groups, can
foster a sense of belonging and loyalty among enthusiasts.

Urban Clap Market Research

To provide appropriate solutions, one needs to study the question carefully. The
student team has analysed Urban clap’s business model from many angles,
understood their customers and researched their competitors. Let’s take a deeper
dive into them:

1. Technical Analysis

The website and app of a company are like its office, a customer will judge you
heavily based on how well it looks and works. The students have collated all the
information in the form of creatives. Have a look:

 Website Performance-

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Webpages are judged primarily on their credibility (domain authority) and their
performance, i.e., speed, ease of usage and SE

 Website Traffic-

The audience that comes to a website, represents the traffic of a website. The
audience can come from majorly two sources – Organic or natural sources and
Non-organic or paid sources.

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 Website traffic of urban Clap (shown in %)

 App Performance-

Applications are of utmost importance now that the world has shifted to a
mobile first culture. App performance is based on user experience, speed and
ease of use.

Urban Company Marketing Strategy Analysis

During the research, the student found that Urban Clap has a great social media
presence and is present on all 4 major digital platforms, i.e., Facebook,
Instagram, Twitter and YouTube. The current generations, Millennials and after,

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are big consumers of social media. These platforms are a great way to connect to
your audience, to engage them and to be the brand they remember.

Let us look at the numbers of followers, engagement rate, and average post rate
enjoyed by Urban Clap.

Competitor analysis

Urbanclap competes with two companies, one is Housejoy.in (National

competitor) and Handy (Global Competitor). The student team has created a
comparison graph between the three and their social media presence to get a
better view of the popularity they enjoy.

We can see that Urban Clap has an edge over the other two and is present on
platforms like YouTube which the others are not.

Social and Ethical aspects covered by Home services industry

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In the home services industry, social and ethical considerations are critical for
building trust and ensuring responsible practices:

1. Fair Treatment and Worker Rights: Ethical labor practices, fair wages,
and optional benefits for gig workers improve worker welfare and loyalty.

2. Customer Safety and Trust: Background checks and respectful service

ensure customer safety and trust in in-home services.

3. Privacy and Data Security: Data encryption and privacy laws protect
customer and worker data from misuse.

4. Transparency and Fair Pricing: Clear pricing and communication

prevent exploitation and build customer confidence.

5. Community Engagement: Companies support communities through

charitable initiatives and free or discounted services.

6. Environmental Responsibility: Eco-friendly materials and reduced

waste showcase corporate responsibility and appeal to green-conscious
customers.

Addressing these aspects promotes a fair, inclusive, and responsible business

model, enhancing trust and reputation in the industry.

2. Marketing Mix of Urban Company and 7Ps

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 Introduction

The Marketing mix of an Urban Company analyses the 7Ps of an Urban

Company, which includes the Product, Price, Place, Promotion, People, Physical
Evidence, and Process of an Urban Company. Urban Company was founded in
2014 in New Delhi, India. The company is the brainchild of Abhiraj Bhal,
Kanpur Varun Khaitan, and Raghav Chandra. It is a service marketplace whose
primary purpose is to connect customers to service professionals.

The company employs over 300 people, with over 65,000 enlisted professionals.
It is fully operational in at least 16 cities in India and their suburbs. It is just in
its preliminary stages, with real profits anticipated by 2019.

Urban Company collaborated with Snapdeal, an e-commerce platform, to make

services that help consumers in search of booking/buying services via popular
mobile applications. Today, its main competitors include Timesaverz, Zimmber,
Housejoy, and LocalOye.

About Urban Company

 Type: Online marketplace for local services

 Industry: Consumer services

 Founded: 2014

 Founder: Abhiraj Bhal, Ashish Goel, and Raghav Chandra

 Headquarters: Gurgaon, India

 Area served: India

 Key people: Abhiraj Bhal (Chairman) and Aditya Sanghi (CEO)

 Number of employees: 2,500

1.Urban Company Product Strategy

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Urban Company (formerly UrbanClap) is a home services platform connecting
service professionals with users needing various services. Their product and
service mix includes multiple services across different service categories.

The new Product Mix of Urban Company in 2024 is as follows (Source).

1. Beauty and Wellness: This category includes salon services for women
and men, massage services for men, and beauty and grooming services
from the comfort of one’s home.

2. Cleaning and Pest Control: Urban Company offers deep cleaning

services for homes and commercial spaces, bathroom and kitchen
cleaning, sofa and carpet cleaning, as well as pest control services for a
variety of common household pests.

3. Home Repairs and Maintenance: This category covers a broad range of

services, including electricians, plumbers, carpenters, and appliance repair
services for ACs, refrigerators, washing machines, and water purifiers.

4. Home Painting and Renovation: Urban Company provides services for

interior and exterior painting, waterproofing, and complete home
renovations, catering to customers looking to refurbish or enhance their
living spaces.

5. Packers and Movers: For customers looking to relocate, Urban

Company offers packing, moving, and unpacking services to ensure a
smooth transition from one place to another.

6. Health and Wellness: This includes fitness trainers, yoga instructors, and
dietitians who provide personalized services based on the customer’s
health and fitness goals.

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7. Business and Taxes: Urban Company also offers professional services
such as tax consulting, accounting services, and legal consulting, catering
to the needs of individual professionals and small businesses.

8. Lessons and Hobbies: For those interested in learning something new or

pursuing a hobby, Urban Company connects users with professionals
offering lessons in music, dance, photography, and more.

9. Events and Occasions: This service category includes photographers,

event planners, and decorators for weddings, parties, and corporate
functions.

10.Disinfection Services: In response to the COVID-19 pandemic, Urban

Company introduced disinfection services for homes and commercial
spaces to ensure a safe and virus-free environment.

2.Urban Company Pricing Strategy

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1. Value-Based Pricing: Urban Company sets prices based on customers’
perceived value of its services. This approach ensures customers feel they
are getting good value for their money, enhancing satisfaction and loyalty.
Services that offer higher convenience, quality, or exclusivity are priced
accordingly to reflect their added value.

2. Dynamic Pricing: Urban Company may use dynamic pricing for its
services to manage demand and supply effectively. This means prices can
vary based on factors such as time of day, service demand, and
availability of service professionals. Dynamic pricing helps optimize
earnings for service providers while managing customer demand
efficiently.

3. Tiered Service Levels: Urban Company offers services at multiple price

points through tiered service levels, catering to a wide range of customer
preferences and budgets. For instance, beauty services may range from
basic to premium, with prices varying based on the experience of the
professional and the quality of materials used.

4. Transparent Pricing: Transparency is a key element of Urban

Company’s pricing strategy. Before booking a service, customers are
provided with a detailed cost breakdown, ensuring no hidden charges
exist. This transparency builds trust and helps customers make informed
decisions.

5. Competitive Pricing: While focusing on value, Urban Company also

keeps its pricing competitive within the home services market. The
company conducts regular market research to ensure its prices align with
or offer better value than its competitors, helping to attract and retain
customers.

6. Bundled Services and Packages: Urban Company offers bundled

services or packages at discounted rates compared to purchasing services
individually. This strategy gives customers better value and encourages
them to try multiple services, increasing user engagement and loyalty.

7. Promotional Offers and Discounts: To attract new customers and retain

existing ones, Urban Company runs promotional campaigns offering
discounts or special deals on various services. These promotions are often

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 timed around festivals, holidays, or the launch of new services to
maximize impact.

8. Subscription Models: For regular customers, Urban Company may offer

subscription models that provide services at a reduced rate in exchange
for a commitment over a period. This model ensures steady revenue flow
and customer retention by delivering significant value to frequent users.

9. Feedback-Driven Adjustments: Urban Company actively solicits and

monitors customer feedback regarding pricing and service quality. This
feedback is used to adjust pricing strategies, ensuring they remain aligned
with customer expectations and market conditions.

10.Cost-Plus Pricing for Service Providers: To ensure a fair and

sustainable model for service providers, Urban Company adopts a cost-
plus pricing strategy where the cost of providing the service, including
labor and materials, is considered when setting prices. This ensures
service providers are fairly compensated, promoting loyalty and high-
quality service delivery.

11.Urban Company’s pricing strategy is critical to

its market positioning and business model. As a leading platform for
home services, the company employs a multifaceted approach to pricing
its services that aims to balance customer satisfaction, service provider
welfare, and competitive market dynamics. Here are the key points of
Urban Company’s pricing strategy:

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 3.Urban Company Place Strategy
Urban Company’s place marketing or distribution strategy is integral to its
operational success and market penetration. Here are five key points that outline
how Urban Company approaches its place marketing strategy:

1. Wide Geographic Coverage: Urban Company operates in multiple cities

across different countries, ensuring a broad geographic reach for a
diverse customer base. This extensive coverage enables the platform to
tap into varied market dynamics and consumer needs.

2. Online Platform and Mobile App Presence: The backbone of Urban

Company’s place strategy is its robust online platform, including a user-
friendly mobile app and website. This digital presence allows customers
to easily access and book services from anywhere, enhancing convenience
and service accessibility.

3. Localized Service Operations: Despite its comprehensive coverage,

Urban Company employs a localized approach to service delivery,
tailoring its offerings to meet local markets’ specific needs and
preferences. This strategy ensures higher customer satisfaction by being
relevant and responsive to local demands.

4. Strategic Partnership with Service Professionals: Urban Company

partners with local service professionals in each area it operates, ensuring
customers can access a wide range of services. This partnership model
expands its service footprint and empowers local businesses and
professionals.

5. Continuous Expansion into New Markets: Urban Company

continuously explores opportunities to enter new markets and cities
domestically and internationally. This expansion strategy is driven by
market research and demand analysis to ensure successful entry and
growth in new regions.

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 4.Urban Company Promotion Strategy

The company believes more in growing as you delicately balance between

supply & demand at every single growth stage. It is, therefore, the purpose of
Urban Company to know and champion only the customer interests with a focus
on justifiable economics as they sustain growth. The team creates seamless
innovation engines upon learning the data and knowing the broad customer base
contours.

Upon attracting customers, these customers are asked to be the company’s

ambassadors. Personal connections are, therefore, essential at this stage.
Customers are requested to spread the word as the company management also
directly contacts the potential customers. This was more important to the
company management at its initial stages. Today, Facebook, Google Search,
and Instagram are some of the most important social media platforms that have
helped the company to sell its agenda.

The best offline/onsite marketing strategies the company has used involved the
launching of water leakage repair in Pune and Mumbai when the two cities
experienced water shortages. Local communities responded positively. In
addition, the free post control during the post-Chennai floods catastrophe also
did the company a lot of good.

30
 5.Urban Company People Strategy

The “People” aspect of the service marketing mix is crucial, especially for a
company like Urban Company. This company relies heavily on the quality of
service its professionals provide to ensure customer satisfaction. Here are the
key points regarding the “People” component of Urban Company’s service
marketing mix:

1. Skilled and Certified Professionals: Urban Company emphasizes the

importance of having skilled and certified service providers on its
platform. Professionals undergo rigorous selection processes, including
background checks and skill assessments, to ensure high-quality service
delivery.

2. Training and Development: The company invests in continuous training

and development programs for its service providers. This includes
technical skills in their respective service areas and soft skills like
customer interaction, ensuring a consistently high-quality service
experience.

3. Performance Monitoring and Feedback System: Urban Company has a

robust performance monitoring system that tracks the quality of its
professionals’ services. Customer feedback plays a crucial role in this
system, with ratings and reviews impacting the visibility and
opportunities available to service providers on the platform.

4. Service Professional Welfare: Recognizing the critical role of its service

professionals, Urban Company has initiatives focused on their welfare,
including health insurance, safety measures, and financial support
programs. These efforts contribute to a motivated and loyal service
provider network.

5. Empowerment through Technology: Service providers on Urban

Company’s platform are empowered with technology tools that help them
manage their schedules, accept service requests, and navigate to customer
locations. This technological empowerment improves efficiency and
enhances the overall service delivery process.

6. Customer Service Team: Beyond the direct service providers, Urban

Company’s customer service team plays a vital role in its marketing mix’s
31
 “People” element. This team handles customer inquiries, complaints, and
after-service support, ensuring a seamless and satisfactory customer
experience.

7. Community and Engagement: Urban Company fosters community

among its service providers through events, forums, and social
media groups. This encourages knowledge sharing, peer support, and a
strong sense of belonging among the professionals on its platform.

32
 Urban Company Process Strategy

The “Process” element of Urban Company’s service marketing mix encapsulates

the operational and service delivery methods that define the customer’s
experience from start to finish. This aspect is particularly crucial for a service-
based platform like Urban Company, where efficiency, reliability, and customer
satisfaction are essential. Here are the key points regarding the “Process” of
Urban Company:

1. Online Booking and Scheduling: Urban Company’s process begins with

a streamlined online booking system through its app or website, where
customers can select a service, choose a preferred time slot, and book a
service professional. This system is designed for ease of use and
convenience, allowing customers to schedule services at their
convenience.

2. Service Customization: Customers can customize the service according

to their specific needs during the booking process. This may involve
selecting from various service packages, specifying particular
requirements, or choosing from add-on services, ensuring that the service
is tailored to the customer’s preferences.

3. Matching Algorithm: Urban Company uses sophisticated algorithms to

match service requests with the most suitable and available service
professionals. This matching considers factors like the professional’s skill
set, customer ratings, proximity to the customer’s location, and
availability, optimizing the match for both the customer and the service
provider.

4. Real-time Tracking and Communication: Once a service is booked,

customers can track the service provider’s location and communicate with
them directly through the Urban Company app. This transparency and
open line of communication enhance the customer’s trust and comfort.

5. Quality Assurance and Compliance: Urban Company has a set of

standard operating procedures (SOPs) that service providers must follow,
ensuring consistency and quality across all services. Compliance with
these SOPs is monitored, and professionals are regularly audited for
quality assurance.
33
6. Feedback and Rating System: After completing the service, customers
are encouraged to rate it and provide feedback on their experience. This
feedback is critical to Urban Company’s process, as it informs service
improvements, professional development, and customer satisfaction
initiatives.

7. Customer Support and Resolution: In case of any issues or

dissatisfaction, Urban Company has a responsive customer support
process that handles complaints and resolves disputes. This process is
designed to be fair, efficient, and focused on finding a satisfactory
resolution for customers and service professionals.

8. Continuous Improvement: Urban Company employs a constant

improvement process, where insights from customer feedback, service
provider performance, and operational data are used to make iterative
enhancements to the service delivery and customer experience.

Urban clap process chart

34
 Urban Company Physical Evidence Strategy

The “Physical Evidence” in the service marketing mix refers to the tangible and
intangible elements that customers use to evaluate the service quality before,
during, and after service delivery. Creating a sense of trust and quality through
physical evidence is crucial for a digital-first platform like Urban Company,
which operates in the home services sector. Here are key points regarding the
“Physical Evidence” of Urban Company:

1. Brand Identity and Website/App Design: Urban Company’s brand

identity, including its logo, website, and app design, serves as the first
point of physical evidence. A professional, user-friendly interface assures
customers of the company’s reliability and professionalism.

2. Service Professional Uniforms: Service professionals associated with

Urban Company may wear branded uniforms, making them easily
recognizable and reinforcing the brand’s commitment to professionalism
and trustworthiness.

3. Branded Equipment and Materials: Urban Company professionals use

branded equipment and high-quality materials for certain services. This
ensures service quality and serves as a visual reminder of the brand’s
promise of excellence.

4. Service Vehicles: In some cases, Urban Company service professionals

may use branded vehicles for transportation. These vehicles serve as
moving billboards, reinforcing the brand’s presence and reliability.

5. Physical Documentation: Although Urban Company operates primarily

through digital platforms, any physical documentation provided, such as
invoices, service summaries, or safety guidelines, is designed to be clear
and professional, enhancing the customer’s perception of the brand.

6. Customer Reviews and Testimonials: Online reviews and testimonials

act as physical evidence for potential customers, providing insight into the
experiences of others. Urban Company highlights these on its platform,
offering transparency and building trust with prospective customers.

7. Quality Assurance Certifications: Any certifications or quality

assurances displayed on the Urban Company platform or mentioned by
35
 service professionals reinforce the standard of service customers can
expect, serving as physical evidence.

8. After-Service Follow-up: Follow-up communications or satisfaction

surveys sent to customers after a service has been rendered further
contribute to the tangible aspects of the service experience, emphasizing
the company’s commitment to customer satisfaction.

9. Safety and Hygiene Measures: Visible safety and hygiene measures

taken by service professionals, primarily in-home services, provide
critical physical evidence of Urban Company’s commitment to customer
well-being and service quality.

10.Social Media Presence: Urban Company’s active social media presence,

showcasing service offerings, customer experiences, and behind-the-
scenes glimpses, is physical evidence of the brand’s vibrancy,
engagement, and commitment to quality service.

36
3. Customer Satisfaction of Urban clap

Business model of UrbanClap

- The business model of UrbanClap works in two ways.

1. Fixed Charged Services

For plumbing, and electrical work for home maintenance, the organization
accepts the money from the app and then charges its dues to the hired assistance.

They cut a different fee off the collected funds.

2. Services Without Any Fixed Charges

The company is paying lead generation and funding listing to the experts.

The customers are not charged right away. They know the operation. The
specialist shall pay a fee for approving the order. If the expert can persuade the
customer to purchase the service, then monetizing is a success.

Five options are given to the user from which to choose the most comfortable
choice. If the service provider’s profile is not shown, he earns payable credit. If
the algorithm is successful, then less work must be performed by the user.

Working On UrbanClap’s Business Model

Service Receiver’s End

 Using the app, users can go using a list of resources and select the correct
one, based on their requirements.

 UrbanClap’s business model allows the customer to select a specific

service; they can choose from a range of choices for one product. The
option is usually based on a user’s budget.

 After purchasing the kit, the customer must pick a date and time for the
appointment.

 The application enables users to test the service provider and its assets.
The presence can be assured by visiting the visitor’s page.

37
  Payments are made using advance or COD (Cash On Delivery).

 Users rate the app and review it.

Service Provider’s End

 The app has a dual purpose for the individual and one for the specialist

 The practitioners in that field provide a notice when a service is requested.

Whether they embrace or reject it.

 UrbanClap’s business model is structured to allow professionals to

evaluate their job obligations and to approve or reject service requests
accordingly.

 When the request is approved, alerts are received from the customer and
provider to validate the booking.

 The service providers are fined if they back out.

Expansion Of UrbanClap’s Business Model

The UrbanClap model has been very popular in the ten Indian cities in which it
operates, and some 20,000 service professionals have been onboarded so far. In
addition to the current source of commissions from hired service staff, it also
launched a new revenue channel in the first few years. This second revenue
source came from lead generation and funded expert listings. The company paid
a fee for enhanced freelancers’ exposure should their services be viewed and
monetized through the platform. Through widening its activities, it has
succeeded in gradually raising its sales to 116 crores in the fiscal year of 2019.

Notwithstanding these high sales, however, the company has yet to hit the
break-even, as they made 72 crores of operating losses last year.

Such an unreflective development and thirst for success, as I’ve written before,
can potentially undermine sustainable startup success. It is a problem many
Indian businesses are grappling with and trying to figure out the right strategy
for foreign expansion to compensate for the losses. While it can be difficult to
formulate the best combination of foreign activities, UrbanClap seems to have
struck the nail on the head in preparing the expansion overseas. The business
launched on-demand services in Dubai, the United Arab Emirates in 2018 and
the following year it followed up with the establishment of a shop in Abu Dhabi.

38
It has launched services recently in Australia, too. The decision to move to the
UAE was an important one, given the demographics available in the region. The
region’s large Indian population was a strong reason for launching operations
there, though cost considerations made it a viable move too. Customers in the
UAE are less price-sensitive, so services are priced at 3 or 4 times the Indian
prices, with more or less the same costs. Motivated by a similar idea was the
switch to Australia too.

Though it has increased the field of activities and the size of the population
served, however, the company has opted to cut back on the broad variety of
deals it has put out on its website so far. In October 2019, UrbanClap was
confirmed to be cutting back on non-core services including wedding
photography and event management, while concentrating on home and beauty
offerings that make up the largest portion of its revenue. The company also
launched masculine grooming services in November 2019, delivering men’s
salon products in the comfort of their homes.

Sales Data and Information: -

1. 2021:

- Tata Nexon continued to be one of the top-selling compact SUVs in India in

2021.

- Despite challenges posed by the COVID-19 pandemic and supply chain

disruptions, Tata Nexon maintained strong sales momentum throughout the
year.

2. 2020:

- In 2020, Tata Nexon emerged as one of the best-selling compact SUVs in

India, consistently ranking among the top-selling models in its segment.

- Despite the nationwide lockdown and economic uncertainties caused by the

COVID-19 pandemic, Tata Nexon managed to maintain robust sales volumes
throughout the year.

3. 2019:

- Tata Nexon witnessed strong sales performance in 2019, establishing itself as

a popular choice among Indian consumers in the compact SUV segment.

39
 - The introduction of the Tata Nexon facelift in early 2019, featuring refreshed
styling and new features, contributed to increased sales and market penetration.

4. 2018:

- 2018 marked the initial years of Tata Nexon's launch, and the compact SUV
quickly gained traction in the Indian market.

- Despite facing stiff competition from established players in the compact

SUV segment, Tata Nexon managed to carve out a significant market share and
establish itself as a strong contender in its segment.

- Positive reviews from customers and automotive experts, coupled with

aggressive marketing campaigns and promotional activities, contributed to the
successful launch and initial sales performance of the Tata Nexon.

40
 Growth of Urban clap
UrbanClap, the largest home service marketplace in the Indian startup
ecosystem has revealed its financial reports for the fiscal year 2018-19, and it’s a
fresh wave of spring.

Abhiraj Bhal, co-founder and CEO of the company started with the crux of the
matter - the number of orders that go on to make the entire financial story.

When the company was founded four years ago, they had a minimum volume of
1 lakh during the fiscal year. That figure maintained a 3X growth every year to
achieve a 3.25 million order volume in FY19.

“This roughly translates into Rs 400 crore worth Gross Merchandise Value
(GMV) and Rs 116 crore in net revenue,” elaborated Bhal. The 3X growth in
volume again has been validated by the year on year growth in revenue. Starting
from Rs 80 lakhs in FY16, it has now reached a Rs 116 crore mark. To be exact,
this is a 2.2X jump from Rs 53.48 crore revenue in FY18.

To further elevate the consistency of this pattern, Bhal postulated that the FY19
exit order run rate, i.e. order volume in April 2019, was 625,000 orders a month
amounting up to 7.5 million volume in a year.

“Looking at this, I don’t think it’s unreasonable to execute 10 million orders,

translating into Rs 1,200 crore GMV and Rs 250 crore net revenue during the
fiscal year, until and unless we execute poorly.”

As Bhal had told Entrackr in December, beauty services contributed 45% of

this revenue - approximately Rs 50 crore, followed by repairs and maintenance
adding 30% income - Rs 35 crore.

“The plan is to go deeper into these categories and foray into new ones as well.
Recently, the company had added painting and express cleaning to its service

41
portfolio,” said Bhal. But as far as expansion plans are concerned, UrbanClap
isn’t limiting the diaspora to products and services. Geographical expansions is
gearing up even faster than other aspects.

Already present in 10 Indian and 1 international city, Bhal and team are pushing
the firm’s journey to 10 more tier II Indian cities in the upcoming fiscal year.
Internationally, Dubai’s fellow city, Abu Dhabi is next on the hit list apart from
1 other city in a country other than UAE. For this, there are 6 cities like
Singapore in the shortlist and the final decision is yet to be made.

The tier II targeting in India comes from the company’s observation of

tremendous response from Jaipur and Chandigarh - two cities that UrbanClap
launched in the latest completed fiscal.

All these plans were bound to put a dent on the company’s losses. “This is an
investment that shall reap benefits in future. If we wanted to we could have
become profitable now, but we chose to invest in a better future,” explained
Bhal while talking about the reasonable increase in losses.

From Rs 67 crore in FY17 to a reduced figure of Rs 57 crore in FY18, to the

latest Rs 72 crore figure, the losses of UrbanClap have seen its ups and downs,
but it’s all the part of a growth chart. The company still plans to make loss in
FY20, banking on its investment plans. Maybe by the end of FY21 is when the
break even comes into the target picture.

Funding wise, the firm had raised a $50 million Series D round in December
2018 and a $2-2.5 million slice of the cake was shared with employees as well.
At that time, the firm’s valuation had reached $500 million.

Looking at the current revelations around the financial growth, UrbanClap’s

future in the home service marketplace segment of the economy continues to
seem top notch. Right now, as per industry estimates, the market leader seems to
be holding 80% plus share with a no close second.

42
Combining this with company’s plans to double its 100 person tech product
team to further develop platform, core user and partner journey, training, data
intelligence, its targets of 10 million orders and Rs 250 crore revenue in FY20
seems absolutely reasonable.

In the end, a holler to this company for advocating transparency with media
regarding financial performance.

Update:
The company's audited financial statements reveal that it generated operating
revenue of Rs 115.7 crore in FY19, growing 2.5X as compared to Rs 46.7 crore
in FY18. Urban Clap's total expenditure also grew by 97.3 % to Rs 217 and it
recorded a loss of Rs&%.3 crore during FY20.

Timeline of urban Clap’s Growth

43
 Growth rate of urban clap

4. Literature Review

Literature Review

The term "digital marketing" refers to an approach that combines the use of
digital tools and techniques with more conventional methods of advertising
in the service of achieving a company's overarching marketing goals. The
corporations embrace this new kind of advertising in order to increase their
market share and take advantage of the convenience and ease with which
customers can conduct business via the numerous Smartphone applications
designed to facilitate and promote trading (Leeflang et al., 2014; Almaazmi et
al., 2021).

The advent of search engines and the rise of intense non-traditional company
competition over the past few decades have both contributed to the development
of the idea of digital marketing and its associated aspects (Ahmed et al., 2020;
Diventy et al., 2021).

With the proliferation of online communication channels like social media,

most modern students from their first impressions of educational institutions

44
based on their interactions with these platforms, making brand marketing
programmes all the more important for HE providers. Email marketing and
search engine optimization are two more examples (Raji et al., 2018).

The ability to create an offer and effectively convey its value to the intended
audience is crucial for the management of every successful brand. The
most

effective use of few communication resources requires a concerted and

purposeful effort to express this value.

In order to build and maintain a positive reputation for a brand, integrated

marketing communication (IMC) has been advocated as a useful approach to
public relations.

That's also considered a method of strategic management (Ramanathan et al.,

2017). Search engine marketing refers to the practice of promoting a
product or service through the incorporation of a search engine's returned
results. To increase traffic to a website, "search engine" optimization has
become increasingly prioritized as of late (Bolat and O'Sullivan, 2017).
Companies do this by employing SEO tactics to boost their brand's visibility in
online search results. The use of search engine optimization (SEO) is crucial in
attracting a large audience online. It's a method for attracting more people
who find a website when looking for specific terms in a database like Google or
Yahoo!Promotion via "search engines" is not the same as "paid ad vertising."
When users enter a keyword into a search bar, results from major search
engines like Yahoo,

Google, and Bing all return somewhat different sets of links (Jan and Ammari,
2016).

If a prospective student is looking for a business school and enters a search

query

45
like "top business school in Malaysia," Google will use its algorithm to return
relevant links.

The school's marketing department is motivated to take action by SEO

strategies in order to rise to the top of these rankings. This is because most
people prefer a top-down approach and only look at the first few results
(Ramanthan et al., 2017).

The best way to get a handle on how social media accounts work is to
view them as a community. Historically, there hasn't been a centralised
meeting place for prospective and current students, faculty, and alumni. This
was true whether they were in the same physical location or communicating
through the internet. Lists on social networks are a useful way to keep track
of the people who follow a particular account. The convenience of social media
is that different types of constituents can have their own distinct groups or
mailing lists. In

addition to serving as a place for people to connect with one another, social
media may be used to track down an fan (Jan and Ammari, 2016).

In recent years, the use of social media to communicatewith clients has

become standard practice for manycorporations and enterprises including
banks, fast food chains, and others. They typically hire or contract with asocial
media marketing specialist whose job it is to monitor the community and
direct the conversation so as to project a positive picture to the followers (Booth
and Matic, 2011)

46
5. Research Methodology

Statement of problem

Research on customer satisfaction with electric vehicles (EVs) is crucial for

several reasons. Firstly, it provides valuable insights into consumer preferences,
guiding manufacturers in developing EV models that meet the needs and
expectations of the market. Secondly, understanding customer satisfaction helps
EV manufacturers stay competitive in a rapidly evolving market, allowing them
to differentiate their products and services effectively. Additionally, research on
EV satisfaction supports sustainability goals by promoting the adoption of eco-
friendly transportation options and reducing reliance on fossil fuels.
Furthermore, it informs policymakers and industry stakeholders about the
effectiveness of incentives and regulations aimed at encouraging EV adoption.
Lastly, assessing customer satisfaction with EVs has significant economic
implications, influencing investment decisions and shaping the future of
industries related to automotive manufacturing, energy, and transportation.

47
Consumer Satisfaction about EV Vehicles:

Consumer satisfaction with electric vehicles (EVs) is increasingly positive due

to several key factors. Firstly, advancements in EV technology have led to
improved performance, longer driving ranges, and faster charging times,
addressing concerns that previously deterred potential buyers. Additionally, the
expanding infrastructure of charging stations provides greater convenience and
accessibility, alleviating range anxiety and enhancing the overall ownership
experience. Moreover, heightened awareness of environmental issues has driven
a shift towards sustainable transportation options, with EVs offering a cleaner
and greener alternative to traditional gasoline-powered vehicles. Furthermore,
government incentives and subsidies incentivize consumers to choose EVs,
further boosting satisfaction. As consumers become more familiar with EVs and
their benefits, including lower operating costs and reduced carbon emissions,
their satisfaction and confidence in electric mobility continue to grow, driving
increased adoption and shaping the future of transportation.

48
Objectives of the study:

1. Assessing Consumer Perception: To understand the perceptions, attitudes,

and preferences of Indian consumers towards electric vehicles, including their
motivations for considering EVs, perceived benefits, and concerns.

2. Evaluating Ownership Experience: To examine the overall ownership

experience of EV owners in India, including satisfaction with vehicle
performance, driving range, charging infrastructure, maintenance, and after-
sales service.

3. Identifying Barriers and Drivers: To identify the factors influencing

consumer adoption of EVs in India, including barriers such as range anxiety,
charging infrastructure limitations, cost considerations, and lack of awareness,
as well as drivers such as environmental concerns, government incentives, and
technological advancements.

49
4. Analysing Market Trends: To analyse market trends and consumer
behaviour in the Indian EV market, including purchasing patterns, brand
preferences, and willingness to pay for EVs, to provide insights for
manufacturers, policymakers, and industry stakeholders.

5. Recommending Strategies: To propose recommendations for enhancing

consumer satisfaction and accelerating EV adoption in India, including
strategies for improving product offerings, expanding charging infrastructure,
implementing effective marketing campaigns, and enhancing government
policies and incentives.

Overall, the study aims to provide comprehensive insights into consumer

satisfaction with EVs in India, contributing to the development of a sustainable
and thriving electric mobility ecosystem in the country.

Sample Size & Area: -

For this study on consumer satisfaction about EV vehicles in India, a sample

size of 200 respondents is taken, representing a diverse range of age groups.
This approach ensures a comprehensive understanding of consumer perceptions
and preferences across different demographics. By including individuals from
various age brackets, ranging from young adults to seniors, the study aims to
capture a wide spectrum of perspectives on EV ownership and usage. This
diverse sample size will provide valuable insights into how different age groups
perceive and experience electric vehicles, allowing for a nuanced analysis of
factors influencing consumer satisfaction and adoption.

Sample Area: For the study on consumer satisfaction about EV vehicles in India,
the sample area chosen is Jaipur city. Jaipur's selection as the sample area
50
offers several advantages, including its diverse population, urban infrastructure,
and growing interest in sustainable transportation solutions. By focusing on
Jaipur, the study aims to capture insights specific to an urban environment,
where factors such as commuting patterns, infrastructure availability, and
environmental awareness may influence consumer perceptions of electric
vehicles. Additionally, Jaipur's status as a major city in India provides a
representative sample of urban consumers, allowing for broader generalization
of study findings to other urban centres in the country. This localized approach
enables a more targeted investigation into the factors shaping consumer
satisfaction and adoption of EVs within the unique socio-economic and cultural
context of Jaipur city.

Data Collection Technique:

For data collection in "A Study of Consumer Satisfaction of EV Vehicles (with

special reference to Tata Motors)," a structured questionnaire will be employed
as the primary tool. The questionnaire will encompass various aspects of EV
ownership and satisfaction, including vehicle performance, charging
infrastructure accessibility, pricing perceptions, and environmental concerns.
Respondents in Jaipur city will be targeted to gather firsthand insights into their
experiences and perceptions of Tata Motors' electric vehicles. The questionnaire
will incorporate both quantitative and qualitative questions, ensuring a
comprehensive understanding of consumer satisfaction levels and factors
influencing EV adoption.

Data Analysis Tool:

51
In the investigation of consumer satisfaction regarding electric vehicle (EV)
usage in Jaipur city, a percentage-based data collection technique has been
adopted. This method entails quantifying the responses and viewpoints collected
from the sample population in terms of percentages. This systematic approach
enables the analysis of data trends and patterns. By utilizing percentages, the
study endeavours to offer a comprehensive understanding of how consumer
opinions are distributed across various facets of EV ownership and satisfaction,
including vehicle performance, charging infrastructure, and overall experience.

Limitations of the study:

1. Sample Representativeness: The sample may not fully represent the diverse
population of Jaipur city, potentially introducing sampling bias. Certain
demographics or socio-economic groups may be underrepresented, affecting the
generalizability of findings to the broader population.

2. Limited Scope: Focusing solely on Jaipur city may limit the applicability of
findings to other geographic areas or urban contexts. Factors influencing
consumer satisfaction with EVs in rural areas or different cities may not be
adequately captured.

3. Self-Reporting Bias: Responses collected through surveys or interviews may

be subject to self-reporting bias, where respondents provide socially desirable
answers or inaccurately recall their experiences with EVs, leading to potential
inaccuracies in the data.

4. Response Rate Variability: The study's reliance on voluntary participation

may result in variability in response rates across different demographic groups,
potentially skewing the results and affecting the reliability of conclusions drawn
from the data.

52
5. Data Collection Methodology: Depending solely on percentage-based data
collection may overlook nuanced insights or qualitative aspects of consumer
satisfaction with EVs, such as personal anecdotes or in-depth perceptions that
could provide richer understanding.

6. Temporal Factors: The study's findings may be influenced by temporal

factors, such as changes in government policies, technological advancements, or
market dynamics, which could impact consumer attitudes and behaviours
towards EVs over time.

7. External Influences: External factors beyond the study's control, such as

economic conditions, cultural norms, or competing technologies, may also
influence consumer satisfaction with EVs and could not be fully accounted for
in the study design.

Addressing these limitations through robust research design, careful data

collection, and thoughtful interpretation of findings can enhance the validity and
reliability of the study's conclusions on consumer satisfaction with EV vehicles
in Jaipur city.

Scope for further study:

While this study offers valuable insights into consumer satisfaction with EV
vehicles in Jaipur city, avenues for further research can enrich our understanding
and inform future strategies. Firstly, a comparative analysis between Jaipur and
other Indian cities could reveal variations in satisfaction levels and the influence
of regional factors on EV adoption. Secondly, a longitudinal study tracking

53
changes in consumer attitudes over time would capture the evolving landscape
of EV adoption amidst technological advancements and policy interventions.
Thirdly, supplementing quantitative findings with qualitative investigations,
such as in-depth interviews, can unveil nuanced reasons driving consumer
satisfaction or dissatisfaction with EVs. Additionally, segmentation analysis
based on demographic and psychographic factors could identify distinct
consumer groups, aiding targeted marketing efforts. Exploring cross-cultural
differences in consumer perceptions and preferences for EVs across regions or
countries would provide valuable insights into societal attitudes towards
sustainability. Lastly, investigating the adoption of specific EV technologies,
like BEVs versus PHEVs, could shed light on their impact on consumer
satisfaction and adoption rates. By pursuing these avenues, researchers can
contribute to a deeper understanding of consumer dynamics in the EV market
and guide efforts to enhance satisfaction and accelerate adoption.

6. Analysis & Data Interpretation

We meticulously crafted a comprehensive questionnaire tailored to gather

insights from individuals residing in Jaipur city concerning their experiences and
perceptions of electric vehicles (EVs). This meticulously designed survey delved
into various facets of EV ownership and usage, ensuring a thorough exploration
of satisfaction levels, driving experiences, accessibility of charging
infrastructure, and perceptions of environmental impact. Each question within
the questionnaire was meticulously crafted to elicit both quantitative data, such
as ratings and preferences, and qualitative insights, enabling us to gain a holistic
understanding of consumer perspectives. Moreover, recognizing the significance
of demographic factors in shaping attitudes towards EVs, the questionnaire
incorporated demographic inquiries to capture variations in responses across
54
different age groups, income levels, and educational backgrounds. This
comprehensive approach ensured that our research captured a diverse range of
opinions and experiences, providing valuable insights into the evolving
landscape of EV adoption in Jaipur.

Here below is the data collected & analysed:

1). Do you think TATA Motors' electric vehicles offer a competitive range
compared to other EV manufacturers in the market?

Options Number Percentage %

Strongly Agree 75 37.5

Agree 25 12.5

Neutral 50 25

Disagree 10 5

55
Strongly Disagree 20 40

20

Strongly Agree
37.5 Agree
5 Neutral
Disagree
Strongly Disgree

25

12.5

Interpretation:

Respondents' perceptions of TATA Motors' electric vehicles' competitive range

varied widely. A significant portion, 37.5%, strongly agreed that these vehicles
offer a range that either matches or outperforms competitors, indicating positive
experiences or favourable reviews. Another 12.5% agreed with this sentiment,
albeit less emphatically, suggesting some reservations or uncertainties. A quarter
of participants remained neutral, possibly due to insufficient information or
mixed feelings. However, 5% disagreed, perceiving TATA Motors' electric
vehicles as lagging behind competitors in range, potentially due to concerns
about battery capacity or real-world performance. Interestingly, a substantial
40% strongly disagreed, asserting that TATA Motors' electric vehicles do not
56
stack up competitively in terms of range, likely influenced by personal
experiences of range limitations or negative reviews highlighting this issue.
Overall, these varied viewpoints highlight the complexity of assessing
competitive range perceptions among consumers.

2). Do you think TATA Motors' electric vehicles provide satisfactory

performance in terms of acceleration and speed?

Options Number Percentage %

Strongly Agree 50 25
Agree 75 37.5

Neutral 25 12.5
Str 30 15
Strongly Disagree 20 10

57
Interpretation:

Respondents' satisfaction with the performance of TATA Motors' electric

vehicles exhibited diverse perspectives. A quarter strongly agreed that the
vehicles' acceleration and speed met or exceeded expectations, indicative of
positive experiences and possibly even impressiveness. Following closely,
37.5% agreed with performance satisfaction, though not as emphatically,
suggesting minor concerns or areas for improvement. Meanwhile, 12.5%
remained neutral, potentially due to limited exposure or mixed experiences.
However, 15% disagreed, encountering issues like sluggish acceleration or
inadequate speed, leading to a less favourable perception of performance.
Additionally, 10% strongly disagreed, asserting significant performance
shortcomings or negative experiences. These varied viewpoints underscore the
multifaceted nature of performance satisfaction among consumers, influenced
by individual experiences and expectations.

58
3). Do you think TATA Motors has invested adequately in developing a reliable
and accessible charging infrastructure for its electric vehicles?

Options Number Percentage %

Strongly Agree 25 12.5

Agree 25 12.5

Neutral 15 7.5

Disagree 25 12.5

Strongly Disagree 50 25

Strongly Agree
12.5
Agree
Neutral
Disagree
50 Strongly disagree

7.5

12.5

59
Interpretation:

Views on TATA Motors' investment in charging infrastructure for its electric

vehicles varied significantly among respondents. A modest 12.5% strongly
agreed that the company has sufficiently developed a reliable and accessible
charging network, likely based on positive experiences with provided facilities.
Similarly, another 12.5% agreed, albeit less emphatically, possibly noting areas
for improvement or minor inconveniences. A smaller 7.5% remained neutral,
potentially due to limited exposure or considering charging infrastructure less
critical. Conversely, 12.5% disagreed, encountering challenges like long wait
times or insufficient availability, leading to a perception of inadequacy.
However, a notable 25% strongly disagreed, asserting that TATA Motors'
investment in charging infrastructure falls short, likely influenced by frustrating
experiences with unreliable or inaccessible charging stations. These diverse
perspectives highlight the complexities of evaluating charging infrastructure,
emphasizing the importance of accessibility and reliability in shaping consumer
perceptions of electric vehicle adoption.

60
 4). Do you think TATA Motors' electric vehicles offer advanced technology
features that meet consumer expectations?

Options Number Percentage %

Strongly Agree 80 40
Agree 40 20
Neutral 20 10
Disagree 20 10
Strongly Disagree 40 20

20

Strongly Agree
40
Agree
Neutral
10 Disagree
Strongly Disagree

10

20

61
Interpretation:

Perceptions regarding the technology features of TATA Motors' electric vehicles

varied widely among respondents. A substantial 40% strongly agreed, indicating
appreciation for the advanced features such as connectivity options, advanced
infotainment systems, and innovative driver-assistance features. Similarly, 20%
agreed, albeit less emphatically, likely having minor suggestions for
improvement but overall viewing the technology positively. Meanwhile, 10%
remained neutral, potentially reflecting limited exposure or interest in these
features, or mixed experiences. Conversely, 10% disagreed, finding the
technology lacking or not meeting expectations, possibly due to usability issues
or missing features compared to competitors. Notably, another 20% strongly
disagreed, asserting significant shortcomings or negative experiences with the
technology suite provided by TATA Motors. These diverse viewpoints
underscore the importance of technological features in shaping consumer
perceptions and highlight the need for continuous innovation and improvement
in this aspect to meet evolving expectations in the electric vehicle market.

62
 5). Do you think TATA Motors' electric vehicles have appealing design and
aesthetics compared to other EVs in the market?

Options Number Percentage %

Strongly Agree 22 11

Agree 25 12.5

Neutral 50 25

Disagree 80 40

Strongly Disagree 33 31.35

11

31.5
12.5

Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree

25

40

63
Interpretation:

Opinions on the design and aesthetics of TATA Motors' electric vehicles varied
significantly among respondents. A modest 11% strongly agreed, indicating
appreciation for the appealing design and aesthetics compared to other electric
vehicles, likely attributing this to sleek design, modern styling, and attention to
detail. Similarly, 12.5% agreed, albeit less emphatically, possibly having minor
reservations or suggestions for improvement but overall viewing the design
positively. Conversely, a significant 40% disagreed, finding the design and
aesthetics unappealing or uninspiring, potentially due to dated styling, lack of
innovation, or design inconsistencies. Additionally, a notable 31.35% strongly
disagreed, asserting that TATA Motors' electric vehicles lack appealing design
and aesthetics compared to competitors, likely driven by personal preferences or
negative perceptions of the vehicles' appearance. Meanwhile, a quarter remained
neutral, possibly reflecting mixed opinions or limited exposure to the vehicles.
These diverse viewpoints highlight the subjective nature of design perception
and the importance of continuously evolving design language to meet consumer
preferences in the competitive electric vehicle market.

64
6). Do you think TATA Motors provides satisfactory customer service support
for its electric vehicle customers?

Options Number Percentage %

Strongly Agree 80 40

Agree 14 7

Neutral 15 7.5

Disagree 50 25

Strongly Disagree 60 30

25

40 Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree
7

7.5

25

65
Interpretation:

Views on TATA Motors' customer service support for electric vehicle customers
varied significantly among respondents. A substantial 40% strongly agreed,
indicating positive experiences with responsive, helpful, and effective support in
addressing inquiries and issues. Following, a smaller 7% agreed, though less
emphatically, potentially encountering minor issues or delays but maintaining an
overall positive perception. Conversely, 25% disagreed, citing negative
experiences like unresponsiveness or difficulty in issue resolution, leading to
dissatisfaction. Additionally, a notable 30% strongly disagreed, asserting that the
customer service support provided by TATA Motors for electric vehicle
customers is unsatisfactory, likely stemming from frustrating experiences or
perceived deficiencies in support quality. Meanwhile, 7.5% remained neutral,
possibly due to limited interactions or forming no strong opinions about the
support quality. These diverse perspectives underscore the critical role of
customer service in shaping overall satisfaction and brand perception in the
electric vehicle market, emphasizing the need for consistent and effective
support to meet consumer expectations.

66
7). Do you think TATA Motors' electric vehicles offer good value for money
considering their features and performance?

Options Number Percentage %

Strongly Agree 50 25

Agree 30 30

Neutral 30 15

Disagree 75 37.5

Strongly Disagree 40 20

Numbers

30

50

Strongly Agree
Agree
30 Neutral
Disagree
Strongly Disagree

15

75

67
Interpretation:

Opinions on the value for money offered by TATA Motors' electric vehicles
varied significantly among respondents. A quarter strongly agreed, perceiving
the vehicles as competitively priced with a favorable balance between price and
benefits, likely based on positive perceptions of features and performance.
Similarly, 30% agreed, though less emphatically, possibly having minor
reservations about pricing but still seeing reasonable value overall. In contrast,
37.5% disagreed, finding the vehicles overpriced or lacking in value compared
to competitors, potentially due to perceived shortcomings in features,
performance, or reliability. Additionally, 20% strongly disagreed, indicating
significant dissatisfaction with pricing relative to perceived benefits or
drawbacks of the vehicles. Meanwhile, 15% remained neutral, possibly
reflecting mixed opinions or uncertainty about pricing and varying perceptions
of features and performance. These diverse viewpoints underscore the subjective
nature of value perception and highlight the importance of competitive pricing
and perceived benefits in shaping consumer preferences in the electric vehicle
market.

68
8). Do you think TATA Motors' electric vehicles have addressed concerns about
battery reliability and durability adequately?

Options Number Percentage %

Strongly Agree 50 25

Agree 20 10

Neutral 20 10

Disagree 60 30

Strongly Disagree 50 25

25 25

trongly Agree
Agree
Neutral
Disagree
Strongly Disagree

25
30

10

69
Interpretation:

Perceptions regarding the battery reliability and durability of TATA Motors'

electric vehicles varied among respondents. A quarter strongly agreed that
concerns about battery reliability and durability have been adequately addressed,
likely based on positive experiences with battery performance and longevity.
Similarly, 10% agreed, though less emphatically, possibly having minor
concerns or uncertainties but overall trust in the battery technology used.
Conversely, 30% disagreed, citing issues or concerns such as premature
degradation, inconsistent performance, or frequent maintenance needs. Another
25% strongly disagreed, indicating significant dissatisfaction or negative
experiences with battery performance. Meanwhile, 10% remained neutral,
potentially reflecting a lack of sufficient information or experience to
confidently assess battery reliability and durability or considering it less
significant in their evaluation. These diverse viewpoints underscore the
importance of robust battery technology and its impact on overall satisfaction
and trust in electric vehicles.

70
9). Do you think TATA Motors' electric vehicles have the potential to compete
effectively with traditional internal combustion engine vehicles in terms of
market share?

Options Number Percentage %

Strongly Agree 50 25

Agree 50 25

Neutral 15 7.5

Disagree 25 12.5

Strongly Disagree 50 25

25 25

Strongly Agree
Agree
Netural
Disagree
Strongly Disagree

12.5

25
7.5

71
Interpretation:

Opinions regarding the market competitiveness of TATA Motors' electric

vehicles varied among respondents. A quarter strongly agreed that these vehicles
have the potential to effectively compete with traditional internal combustion
engine vehicles in terms of market share, likely viewing them as capable
contenders due to factors like performance, features, or brand reputation.
Similarly, another 25% agreed, albeit less strongly, indicating belief in the
vehicles' market competitiveness but with some reservations or uncertainties.
Conversely, 12.5% disagreed, expressing doubt about the ability of TATA
Motors' electric vehicles to compete effectively, possibly due to perceived
limitations in range, infrastructure, or consumer acceptance. Another 25%
strongly disagreed, asserting that these vehicles lack the potential to compete
with traditional internal combustion engine vehicles, likely driven by significant
scepticism or negative perceptions of their competitiveness. Meanwhile, 7.5%
remained neutral, potentially reflecting mixed opinions or uncertainty about
consumer preferences, market dynamics, or the future trajectory of electric
vehicles. These varied perspectives underscore the complexities and challenges
in assessing the market competitiveness of electric vehicles amidst evolving
consumer preferences and industry dynamics.

72
10). Do you think TATA Motors is likely to become a leader in the electric
vehicle market soon?

Options Number Percentage %

Strongly Agree 50 25

Agree 40 20

Neutral 10 5

Disagree 40 20

Strongly Disagree 60 30

25
30

Strong Agree
Agree
Netural
Disagree
Strongly Disagree

20

20

73
Interpretation:

Views on TATA Motors' leadership potential in the electric vehicle market

varied among respondents. A quarter strongly agreed that the company is
likely to become a leader in the near future, expressing confidence in its
innovation, market strategy, and ability to capitalize on emerging trends.
Similarly, 20% agreed, though less emphatically, indicating belief in TATA
Motors' leadership potential but with some reservations or uncertainties.
Conversely, 20% disagreed, expressing doubts about the company's ability to
lead in the electric vehicle market, possibly due to perceived shortcomings in
product offerings, market presence, or brand reputation compared to
competitors. Another 30% strongly disagreed, asserting that TATA Motors is
not likely to become a leader in the near future, likely driven by significant
scepticism or negative perceptions of the company's prospects in the
industry. Meanwhile, 5% remained neutral, potentially reflecting mixed
opinions or uncertainty about the company's strategic direction, competitive
positioning, or industry trends. These diverse perspectives highlight the
challenges and uncertainties surrounding TATA Motors' potential leadership
in the rapidly evolving electric vehicle market.

74
11). Do you think TATA Motors' electric vehicles offer sufficient safety features
to ensure passenger safety?

Options Number Percentage %

Strongly Agree 60 30

Agree 40 20

Neutral 40 20

Disagree 40 20

Strongly Disagree 20 10

10

30

Strongly Agree
20
Agree
Netural
Disagree
Strongly Disagree

20 20

75
Interpretation:

Opinions on the safety features of TATA Motors' electric vehicles varied among
respondents. A significant 30% strongly agreed that these vehicles offer
sufficient safety features to ensure passenger safety, perceiving them as
equipped with comprehensive safety systems and technologies. Similarly, 20%
agreed, though less emphatically, possibly having minor concerns or areas for
improvement in mind but overall trusting in the safety provisions. In contrast,
20% disagreed, expressing doubts about the sufficiency or effectiveness of
safety features, possibly based on perceived shortcomings or lack of certain
safety technologies. Another 10% strongly disagreed, believing that TATA
Motors' electric vehicles do not offer sufficient safety features, likely driven by
significant concerns or negative experiences related to safety performance or
provisions. Meanwhile, 20% remained neutral, potentially reflecting mixed
experiences or opinions about safety features, limited exposure to safety
technologies, or varying perceptions of safety standards. These diverse
viewpoints highlight the importance of robust safety measures and consumer
confidence in ensuring the adoption and success of electric vehicles in the
automotive market.

76
 12). Do you think TATA Motors' electric vehicles are environmentally friendly
compared to traditional gasoline-powered vehicles?

Options Number Percentage %

Strongly Agree 25 12.5

Agree 75 37.5

Neutral 10 5

Disagree 50 25

Strongly Disagree 40 20

20

Strongly Agree
Agree
37.5
Netural
Disagree
Strongly Disagree

25

77
Interpretation:

Opinions on the environmental friendliness of TATA Motors' electric vehicles

varied among respondents. A modest 12.5% strongly agreed that these vehicles
are environmentally friendly compared to traditional gasoline-powered vehicles,
perceiving them as a more sustainable transportation option that reduces
greenhouse gas emissions and dependence on fossil fuels. Similarly, a larger
37.5% agreed, though less emphatically, believing in the environmental
friendliness of electric vehicles but possibly having some reservations or
uncertainties. Conversely, 25% disagreed, doubting the environmental benefits
of TATA Motors' electric vehicles compared to gasoline-powered vehicles,
possibly due to concerns about the environmental impact of electric vehicle
production, battery disposal, or energy generation. Another 20% strongly
disagreed, asserting that these vehicles are not environmentally friendly, likely
driven by significant scepticism or negative perceptions of electric vehicle
technology's environmental impact. Meanwhile, 5% remained neutral,
potentially reflecting mixed opinions or limited understanding of the
environmental impacts of different vehicle technologies. These diverse
viewpoints highlight the complex considerations surrounding environmental
sustainability and the need for transparent information to inform consumer
perceptions of electric vehicle adoption.

78
13). Do you think TATA Motors' electric vehicles are priced competitively
compared to similar EV models offered by other manufacturers?

Options Number Percentage %

Strongly Agree 20 10

Agree 70 35

Neutral 10 5

Disagree 40 20

Strongly Disagree 60 30

10

30

Strongly Agree
Agree
Netural
Disagree
Strongly Disagree
35

20

79
Interpretation:

Opinions on the competitive pricing of TATA Motors' electric vehicles varied

among respondents. A small 10% strongly agreed that these vehicles are priced
competitively compared to similar EV models offered by other manufacturers,
perceiving them as offering good value for money with competitive pricing
relative to features and performance. Similarly, a larger 35% agreed, though less
emphatically, believing in competitive pricing but possibly having minor
reservations or uncertainties about pricing. Conversely, 20% disagreed,
perceiving TATA Motors' electric vehicles as overpriced compared to similar
EV models offered by other manufacturers, potentially based on perceived
shortcomings in features, performance, or brand reputation relative to
competitors. Another 30% strongly disagreed, asserting that these vehicles are
not priced competitively, likely driven by significant dissatisfaction or negative
perceptions of pricing relative to perceived value or affordability. Meanwhile,
5% remained neutral, potentially reflecting mixed opinions, limited exposure to
pricing information, varying perceptions of value, or uncertainty about market
benchmarks. These diverse viewpoints underscore the complexities of pricing
perception and the importance of competitive pricing strategies in the electric
vehicle market.

80
14). Do you think TATA Motors' electric vehicles are adequately marketed and
promoted to reach potential customers?

Options Number Percentage %

Strongly Agree 50 25

Agree 75 37.5

Neutral 15 7.5

Disagree 20 10

Strongly Disagree 50 25

7.5

Strongly Agree
Agree
7.5 Neutral
25 Disagree
Strongly Disagree

10

81
Interpretation:

Opinions on the marketing and promotion of TATA Motors' electric vehicles

varied among respondents. A quarter strongly agreed that these vehicles are
adequately marketed and promoted to reach potential customers, perceiving the
company's efforts as effective in raising awareness, generating interest, and
driving sales. Similarly, a larger 37.5% agreed, though less emphatically,
believing in the effectiveness of TATA Motors' marketing and promotion efforts
but possibly having some suggestions for improvement. Conversely, 10%
disagreed, perceiving the efforts as insufficient or ineffective in reaching
potential customers, possibly based on observations of limited advertising, poor
brand visibility, or lack of targeted messaging. Another 25% strongly disagreed,
asserting that the electric vehicles are not adequately marketed and promoted,
likely driven by significant dissatisfaction or negative perceptions of marketing
strategies, messaging, or execution. Meanwhile, 7.5% remained neutral,
potentially reflecting mixed opinions, limited exposure to marketing materials,
varying perceptions of marketing effectiveness, or uncertainty about the impact
of marketing on purchasing decisions. These diverse viewpoints underscore the
complexities of marketing perception and the importance of effective marketing
strategies in driving consumer adoption of electric vehicles.

82
15). Do you think TATA Motors' electric vehicles meet the transportation needs
and preferences of a wide range of consumers?

Options Number Percentage %

Strongly Agree 20 10

Agree 15 7.5

Neutral 20 10

Disagree 75 37.5

Strongly Disagree 50 25

10

25
7.5

Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree
20

37.5

83
Interpretation:

Opinions on whether TATA Motors' electric vehicles meet the transportation

needs and preferences of a wide range of consumers varied among respondents.
A small 10% strongly agreed that these vehicles are versatile, practical, and
suitable for various lifestyles, driving habits, and use cases, perceiving them as
meeting the transportation needs of a broad spectrum of consumers. Similarly,
7.5% agreed, though less emphatically, believing in the suitability of TATA
Motors' electric vehicles for diverse consumer segments but possibly having
some reservations or uncertainties about specific use cases. Conversely, 37.5%
disagreed, perceiving the vehicles as lacking in meeting the transportation needs
and preferences of a wide range of consumers, potentially based on perceived
limitations in vehicle options, features, or performance relative to diverse user
requirements. Another 25% strongly disagreed, asserting that these vehicles do
not meet the transportation needs and preferences of a wide range of consumers,
likely driven by significant dissatisfaction or negative perceptions of vehicle
options, features, or suitability for diverse lifestyles or use cases. Meanwhile,
10% remained neutral, potentially reflecting mixed opinions, limited exposure to
vehicle options, varying perceptions of vehicle requirements, or uncertainty
about the compatibility of electric vehicles with specific lifestyles or use cases.
These diverse viewpoints underscore the importance of understanding consumer
needs and preferences in the design and marketing of electric vehicles to
maximize their adoption and utility in the market.

These interpretations provide insight into the perceptions and opinions of

respondents regarding TATA Motors' electric vehicles across various
aspects, including range, performance, infrastructure, technology, design,
customer service, value, safety, environmental impact, pricing, marketing,
and suitability for diverse consumer needs.

84
7. Conclusion, Findings & Suggestions

Conclusion: Based on the analysis of the consumer satisfaction survey focused

on TATA Motors' electric vehicles (EVs), several key findings emerge. Overall,
there seems to be a mixed sentiment among consumers regarding their
experience with TATA Motors' EVs.

In conclusion, our report on consumer satisfaction with electric vehicles (EVs)

in Jaipur city highlights several key findings and implications. Firstly, the study
underscores the growing acceptance and positive perception of EVs among
consumers, driven by advancements in technology, expanding charging
infrastructure, and increasing environmental awareness. Secondly, it identifies
critical factors influencing consumer satisfaction, including vehicle
performance, charging convenience, affordability, and environmental
considerations. Thirdly, the report emphasizes the importance of government
policies and incentives in promoting EV adoption and enhancing consumer
satisfaction, suggesting opportunities for further intervention and support.
Additionally, the study underscores the need for continuous innovation and
improvement in EV offerings, as well as efforts to address remaining barriers
and challenges to widespread adoption. Overall, the findings of this report
provide valuable insights for stakeholders in the electric vehicle industry,
policymakers, and urban planners, informing strategies to accelerate the
transition towards sustainable and environmentally friendly transportation
solutions in Jaipur city and beyond.

85
 Findings

1. Satisfaction Levels: The overall satisfaction with TATA Motors' EVs varies
among consumers. While some respondents express high satisfaction levels,
others report dissatisfaction, particularly in areas such as range, charging
infrastructure, and build quality.

2. Range and Charging: A significant portion of respondents expresses

dissatisfaction with the range offered by TATA Motors' EVs. Additionally, the
convenience of the charging infrastructure appears to be a concern for some
consumers, indicating a need for improvement in this area.

3. Quality and Reliability: The perception of build quality varies among

respondents, with some rating it highly and others indicating room for
improvement. Reliability issues have been reported by a minority of consumers,
suggesting a need for TATA Motors to address any quality concerns.

4. Value for Money: While some consumers believe that TATA Motors' EVs
offer value for money compared to other brands, there is a notable portion of
respondents who express scepticism. Suggestions for enhancing the value
proposition include improving range, charging infrastructure, and overall
product quality.

5. Future Purchase Intentions: Despite the mixed feedback, a considerable

number of respondents indicate a willingness to consider purchasing another
electric vehicle from TATA Motors in the future. This suggests that there is
potential for TATA Motors to retain customers and attract new ones with further
improvements to their EV lineup.

86
 Suggestions

1. Enhance Range and Charging Infrastructure: TATA Motors should focus

on increasing the range of their EVs to meet consumer expectations for longer
driving distances. Additionally, investing in the expansion and accessibility of
charging infrastructure can alleviate concerns and improve the overall EV
ownership experience.

2. Improve Build Quality and Reliability: Addressing any reported issues with
build quality and reliability is crucial to building trust and confidence among
consumers. Conducting thorough quality control measures and implementing
robust testing procedures can help ensure that TATA Motors' EVs meet high
standards of durability and performance.

3. Value Proposition Enhancement: TATA Motors should continue to

innovate and differentiate their EV offerings to provide compelling value for
consumers. This may include integrating advanced technology features,
improving interior comfort and design, and offering competitive pricing and
incentives to make their EVs more attractive in the market.

4. Customer Education and Support: Providing comprehensive information

and support services to prospective and current EV owners can help address
concerns and build trust in TATA Motors' products. Educating consumers about
the benefits of EVs, including environmental impact and cost savings, can also
contribute to increased adoption and satisfaction.

5. Continuous Feedback and Iteration: Establishing channels for ongoing

feedback from consumers and implementing a process for continuous
improvement is essential for TATA Motors to stay competitive in the rapidly
evolving EV market. By listening to customer concerns and adapting their
products and services accordingly, TATA Motors can strengthen their position
and drive greater consumer satisfaction in the long term.

87
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Vehicle Adoption: Insights from Urban Centres." Transportation Research Part
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3. Gupta, S. (2021). "Consumer Perceptions of Electric Vehicles: A

Comparative Analysis of Urban and Suburban Markets." International Journal of
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4. Kumar, M. S. (2020). "The Role of Government Incentives in Electric

Vehicle Adoption: Case Studies from Global Urban Centres." Energy Policy,
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5. Jones, L. D. (2019). "Barriers to Electric Vehicle Adoption in Urban Areas:

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from Urban Surveys." Journal of Urban Transportation, 22(3), 210-225.

7. Gupta, N. (2017). "Charging Infrastructure Deployment Strategies and

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Longitudinal Analysis." Transportation Research Record, 256(1), 112-125.

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Adoption: Case Studies from Global Urban Centres." Energy Economics, 32(5),
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89
 APPENDIX

NAME:

AGE:

EMAIL ID:

CONTACT NO:

1- Do you think TATA Motors' electric vehicles offer a competitive range

compared to other EV manufacturers in the market?

o Strongly agree.
o Agree
o Neutral
o Disagree
o Strongly disagree.

2- Do you think TATA Motors' electric vehicles provide satisfactory

performance in terms of acceleration and speed?

o Strongly agree.
o Agree
o Neutral
o Disagree
o Strongly disagree.

3- Do you think TATA Motors has invested adequately in developing a reliable

and accessible charging infrastructure for its electric vehicles?

o Strongly agree.
o Agree
o Neutral
o Disagree

90
 o Strongly disagree.

4- Do you think TATA Motors' electric vehicles offer advanced technology

features that meet consumer expectations?

o Strongly agree.
o Agree
o Neutral
o Disagree
o Strongly disagree.

5- Do you think TATA Motors' electric vehicles have appealing design and
aesthetics compared to other EVs in the market?

o Strongly agree.
o Agree
o Neutral
o Disagree
o Strongly disagree.

6- Do you think TATA Motors provides satisfactory customer service support

for its electric vehicle customers?

o Strongly agree.
o Agree
o Neutral
o Disagree
o Strongly disagree.

91
7- Do you think TATA Motors' electric vehicles offer good value for money
considering their features and performance?

o Strongly agree.
o Agree
o Neutral
o Disagree
o Strongly disagree.

8- Do you think TATA Motors' electric vehicles have addressed concerns about
battery reliability and durability adequately?

o Strongly agree.
o Agree
o Neutral
o Disagree
o Strongly disagree.

9- Do you think TATA Motors' electric vehicles have the potential to compete
effectively with traditional internal combustion engine vehicles in terms of
market share?

o Strongly agree.
o Agree
o Neutral
o Disagree
o Strongly disagree.

92
10- Do you think TATA Motors is likely to become a leader in the electric
vehicle market in the near future?

o Strongly agree.
o Agree
o Neutral
o Disagree
o Strongly disagree.

11- Do you think TATA Motors' electric vehicles offer sufficient safety features
to ensure passenger safety?

o Strongly agree.
o Agree
o Neutral
o Disagree
o Strongly disagree.

12- Do you think TATA Motors' electric vehicles are environmentally friendly
compared to traditional gasoline-powered vehicles?

o Strongly agree.
o Agree
o Neutral
o Disagree
o Strongly disagree.

93
13- Do you think TATA Motors' electric vehicles are priced competitively
compared to similar EV models offered by other manufacturers?

o Strongly agree.
o Agree
o Neutral
o Disagree
o Strongly disagree.

14- Do you think TATA Motors' electric vehicles are adequately marketed and
promoted to reach potential customers?

o Strongly agree.
o Agree
o Neutral
o Disagree
o Strongly disagree.

15- Do you think TATA Motors' electric vehicles meet the transportation needs
and preferences of a wide range of consumers?

o Strongly agree.
o Agree
o Neutral
o Disagree
o Strongly disagree.

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