Enhancing Brand Image to Drive Customer Engagement in the Electric Vehicle Car Market

Research Paper (undergraduate) from the year 2024 in the subject Business economics - Market research, grade: A, course: B.Com. International Accounting and Finance, language: English, abstract: The rapid expansion of the electric vehicle (EV) market in India, driven by environmental concerns, government incentives, and technological advancements, has intensified competition among manufacturers. In this evolving landscape, brand image plays a crucial role in fostering customer engagement and loyalty. This study explores the impact of brand image on customer engagement in the EV market, with a specific focus on Tata Motors' operations in Hyderabad. A quantitative research approach was employed, utilizing structured questionnaires to collect primary data from 101 respondents. The study examines key factors influencing customer preferences, including affordability, technological advancements, financial incentives, and charging infrastructure.