Electric Vehicle Consumer Behavior Analysis

ByKevin Yang

Background

• Electric Vehicle (EV)– No gas, only electricity– Green (Marketing)• Low Emission • Renewable energy

Background- Diffusion of Innovation

Background – Benefit/Motivation

• Government incentives– Tax credit– HOV lane– Designated Parking

• Gas Price vs. Electricity Price• Less Maintenance• The reduction on Greenhouse gas

Methodology

• Online surveys through EV forums• On site interview at Tesla Exhibition Room

Findings

Finding #1

Many people in this group have more than one car per person

Finding #2

The savings on gas in the long run is the top marketing strategy, then is green marketing.

Finding #3

Characteristic: This group of consumers like to socialize

Finding #4

Love new technology, Innovators

Findings

Generation X and Baby boomers makes the majority of the market right now

The Most Interesting Finding

• The Biggest Concern:

– Most Literature: Insufficient Charging Infrastructure

– My Survey: Battery Life Expectancy (62% selected it as the #1 concern)

Conclusion

• Characteristic: – Most households have more than one car– Like to socialize while loving new technology– More than 50% belong to they baby boomer age,

while 37% are generation X.– The biggest concern is battery life, not charging

infrastructure.

Suggestions to My Survey

• Better wording– Some people says they bailed out my survey in the

middle because of misunderstanding.

• Should’ve included the leasers as “owners”.

Thank You

• Kevin Yang• Business Administration, National University• Email: kevzyang@gmail.com