This document outlines a research proposal to understand customer perceptions of the electric vehicle VERVE. It proposes a mixed methods approach over nine weeks with a $6,000 budget. Qualitative research like focus groups and interviews will be conducted initially, followed by an online survey distributed to potential and current VERVE customers. Data analysis will identify insights into perceptions of VERVE and factors influencing purchase decisions to inform potential marketing strategies.

1. CUSTOMER PERCEPTION
TOWARDS ELECTRIC
CAR - VERVE
SUBMITTED TO – DR. NILESH KATE
BY – ANUKRITI KATIYAR

2. AGENDA
•Research Proposal
•Research Timelines
•Research Budget
•Questionnaire Design
•Sampling Method/Design

3. RESEARCH PROPOSAL
EXECUTIVE
SUMMARY
PROBLEM
STATEMENT
RESEARCH
OBJECTIVE
RRSEARCH
DESIGN
DATA
ANALYSIS AND
DELIVERABLES
RESEARCH
TIMELINE
BUDGET

4. EXECUTIVE SUMMARY
• We proposed a mixed method approach, combining
quantitative (online survey) and qualitative methods
(focus groups and in-depth interviews). Targeting
potential car buyers and current VERVE owners, the
study will assess awareness, general perceptions of
electric cares, and the specific factors influencing the
purchase decision regarding VERVE.
• Scheduled over nine weeks with an estimated budget of
$6,000, the findings will offer valuable insights into the
current market positioning of VERVE and guide
potential marketing strategies to better align with
customer needs and perceptions.

5. INTRODUCTION
• The electric vehicle market is rapidly growing/evolving.
Understanding Customer perception towards electric cars to vital to
adjust marketing strategies, reposition products, and tap into potential
customer segments. This search aims to understand customer
perceptions of VERVE.

6. PROBLEM STATEMENT
 "While the electric can, VERVE, offers unique features like onboard
charging and ease of use, its market uptake is not as expected. The reasons
for this discrepancy are not clear, marketing it essential to explore and
understand the underlying customer perceptions, potential misconceptions,
and the overall market sentiment towards VERVE. Identifying and
addressing these insights can lead to informed decisions on product
repositioning, marketing strategies, and targeted communications to improve
the car's market presence and sales."

7. RSEARCH OBJECTIVE
To understand the overall perception towards VERVE.
To understand the factors influencing the purchasing
decisions.
To identify any barriers or misconceptions related to VERVE.

8. SIGNIFICANCE
• Informed decision making
• Efficient resources allocation
• Product improvements
• Tailored marketing campaigns
• Risk mitigation
• Enhanced brand image
• Competitive edge
• Economic and environmental benefits
• Building trust
• Future planning

9. RSEARCH DESIGN
 Exploratory Research Design
Purpose: This design is typically is typically used when the researcher has a Limited understanding
of the problem. It helps in clarifying the research problem and refining research questions.
 Descriptive Research Design
Purpose: This design is used to describe the characteristics of certain phenomena or provide an
account of the situation or trends. It's more structured than explanatory research and often employs
quantitative methods.

10. DATAANALYSIS & DELIVERABLES
o For qualitative data:
Thematic analysis will be
used.
o For quantitative data:
Statistical tests and
descriptive analytics will be
employed.
DATAANALYSIS DELIVERABLES
 By the end of the research, we
expect to have comprehensive
insights into how potential
customers and current owners
view VERVE, the reasons
behind these perceptions, and
actionable recommendations
for marketing and
product adjustments.

11. RESEARCH TIMELINE
Week 1-2: Literature review and methodology finalization
Week 3-4: Qualitative research (Focus Groups & Interviews).
Week 5-6: Development and distribution of surveys.
Week 7-8: Data collection and preliminary analysis.
Week 9-10: Final analysis and report preparation.

12. BUDGET
ITEM COST($)
Focus Group Facility Rental 1,500
Incentives For Focus Groups 1,000
Survey Platform Subscription 300
Incentives For Survey Participants 1,500
Transcription Services 500
Data Analysis Tools 200
Travel and Miscellaneous 1,000
Total 6,000

13. QUESTIONNAIRE
DESIGN
For scaling/measurement techniques we used:
 Nominal
 Ordinal
 Interval
 Ratio
 Likert scale (5 Point)

14. SAMPLING METHOD USED
 Stratified random sampling method
 Justification -
o Diverse customer base
o Different income levels
o Geographical differences
o Minimize sampling error
o Specific insights for marketing

15. THANK
YOU