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10 Old Grimsbury Rd, Banbury OX16 3HG, UK

SG7002 The Applied Business Project

Task Brief:

You have been asked to produce a postgraduate piece of applied research (dissertation).

solution:

To Study Consumer Perception Towards Electric Cars in the UK.

Abstract

The aim of this research study is to identify the perception that the customers have in relation to electric vehicles in the UK. It is one in relation to identifying the factors that have an impact on the choice and preference of the customers. In order to undertake the research, the researcher conducted a study with the help of data collection through the use of the primary and secondary sources of data collection. Primary data was collected using the survey questionnaire method in which 50 customers of the UK are selected to state their thoughts and viewpoints related to their preference for electric cars. The use of secondary data was collected through using books, journals and online publications.

The major findings from the research state that the awareness and interests of people are increasing in relation to electric cars in the UK. There are a lot of factors such as better for the environment, more cost-effective, better quality and technology that falls under the elements that have an influence on the preference of the customers for electric cars in the country. The impact of all this on the automotive industry is that it can help in improving the image of the sector along with attracting more people to purchase electric cars. This would improve the revenue generated by the automobile industry.

It is recommended that companies improve the offerings in terms of the products and technology used and promote the benefits that electric cars offer in order to make it more attractive for the customers in the UK region.

Acknowledgement

Firstly, I would like to thank my supervisor Prof. Ejike Udeogu who supporting accepted to offer guidance. Prof. Ejike Udeogu has contributed by providing her valuable inputs for this work. Secondly, I would like to thank all my family and friends with who’s moral support I could reach to the completion of the work.

Chapter 1 – Introduction

1.1 Research Background

The growing consciousness of humans in terms of the way they live and the impact of their choices on the environment has caused a huge impact on their choices. This preference and choice have brought a lot of changes in the buying taste and preferences of the customers as they are more inclined and interested in availing of the products and services that are better for the environment (Liao et al., 2017). This is stated to be a turning point for electric vehicles as the transition of business and companies in regard to the transport sector towards a less carbon trajectory is stated to be one of the most defining elements of the industry.

1.2 Research aims and objectives

Aim – The aim is to investigate and analyse the factors that influence consumers preference towards electrical cars.

Research objectives –

1. To assess the present state of the electric vehicle market in the market of the UK.

2. To identify the factors that lead to the preference for electronic cars in the UK.

3. To study the impact of how identified factors affect the UK electronic automobile market

1.3 Research question

  • How consumer preference towards Electronic Cars affects the automobile market in the UK?

1.4 Rationale of the study

The changing time of the automobile sector in the UK requires a deeper and better understanding of the different factors that have an impact on the consumers in making a choice in this regard. In the earlier research, there were many factors identified but there was no comprehensive review in terms of the preferences of consumers for electric vehicles in the market (Higueras-Castillo et al., 2021). This is the prime focus for undertaking this research study. The different factors would be considered and analysed and assessed to make a category of the influential factors from different angles that have an effect on the customer choice along with stating the effects that would be discussed in this research study.

1.5 Structure of the report

For conducting this research, the study is divided into six chapters. The first section is the introduction that holds the basic overview of the study along with the research aims and objectives and the research question that would be in focus for achieving by conducting the research. This is followed by the second chapter that is a literature review that includes a detailed understanding of the elements related to the subject topic such as the assess the present state of electric vehicles in the market of the UK, the factors impacting the consumer preference in relation to electric vehicles and the impact of the same. The third chapter is the research methodology that is followed to ensure that the research is conducted in the best possible way. It includes research philosophy, research type, data collection methods, sampling, data analysis and ethical consideration. This is followed by the fourth chapter that is data analysis which will analyse the data collected through the primary and secondary methods of data collection. The last section would consist of the conclusion and recommendations. The conclusion chapter would include the findings drawn from the research findings. This would help in suggesting recommendations that would help in understanding the needs of the consumer with regard to electric vehicles in the UK.

Chapter 2 – Critical Literature Review

2.1 Introduction  

The government of the UK has stated their interest in terms of supporting the use and promotion of electric vehicles and the sector that consists of plug-in both hybrid electric vehicles and pure battery electric vehicles. A core reason behind this is the reduction in carbon emission for the transport sector which is currently a huge contributor to the pollution of the country. In addition to this, the technology used for making electric vehicles such as cars is quite mature and offers efficiency and comfort in the long-distance making it a great option for the customers (Shabanpour et al., 2017). Many such factors push a customer and influence their preferences and choices when it comes to electric cars in the UK.

2.2 Current state of electric vehicles

The UK is stated to be one of the global names when it comes to Alternatively fuelled vehicles (AFV) ownership. This includes battery-operated vehicles and hybrids which are the current craze in the UK market. As per statistics, around 150000 vehicles were registered in the UK. As per the Committee on Climate Change, the region stands in 4th position in the AFV market with around 47250 or around 1.7% of the vehicles sold being electric vehicles or hybrid (Total Energies, 2019). This is because of the growing market of electric vehicles in the country in the past few years. A huge booster in this number has been the constant increase in the choice of the customers to be more environmentally conscious and switch to better means for transportation.

Figure 1 – Global electric passenger car outlook 2010 – 2020 (Source – Total Energies, 2019)

One of the key aims of the government of the UK is to make the full transition to electric vehicles (EVs) in order to achieve the UK’s Net Zero Target by the coming next decade. This includes all the common methods of transportation of the country. As of reports, the majority of the people of the UK can consider purchasing an electric vehicle making them an everyday part of the lives of people in the coming years. There has been a great change in the number of people who were willing to try electric vehicles from 32% in 2020 to 57% while going forward in their next purchase. All this is because of the changing perception of people towards the electric cars (Consultancy UK, 2021).

2.3 Factors influencing the preference of electric vehicles

Purchasing an electric vehicle is a conscious decision that customers across the globe are making. There are many factors and reasons that have been acting as the support to push people and switch to this medium as compared to the other available options. Some of these factors are –

  • Behavioural aspect – The behavioural intention of people and the actual behaviour showcased by them holds a huge impact on the way things are perceived and presented (Li et al., 2017). One of the most common factors that influence people in regard to electric vehicles and cars is the behaviour that they hold. People are very conscious of the impact they have on the environment and community and want their behaviour to be a depiction of the same. This makes the behaviour a core element that is influenced by the core of one as a person along with the external forces allowing one to form and make an opinion about electric vehicles.
  • Finance – The constant increasing prices of the fuels such as petrol and diesel has created a lot of debate over the choice of vehicles used by people. In the middle of this, the use of different means of other affordable options of charging such as electricity in regard to the electric vehicles has made them quite popular and a preferred option for customers in the UK. As per Lebeau et al., (2013) these are considered to be a more cost-effective option than the other means in the long run which is a key point of consumers looking out for cars and vehicles for them.
  • Attitude – The attitude of the people of the UK is another important factor that has an influence on the preference of customers towards electric cars. The thinking of the people towards an electric vehicle is based on different factors such as environmental, the cost-effectiveness it holds in the long run. It allows people to think that they are not causing harm to the environment which has become one of the top most reasons for preferring electric vehicles.
  • Quality – A key element that can peruse customers to include or not include a vehicle in their preference list is the quality that is being offered to them (Singh et al., 2020). This include the quality of the electric car as with time and use of good technology, the electric vehicles are being made with great quality products making it equal to the other forms of cars and vehicles being offered to the consumers.
  • Comfort – There were a lot of beliefs that electric vehicles are not at all comfortable but all that is changing drastically with time. With the change and upgradation in technology and the need and demands of the customers, companies all over the world, especially in the UK are making more and more changes in terms of the vehicles manufactured and produced by them with a huge focus on the comfort that they offer to the customers.
  • Technology – The faith and belief that people have in technology is another key factor influencing the preferences of the customers in regard to electric vehicles. The upgradation in the technology that was earlier used for making electric vehicles has witnessed a huge growth drastically with time (Tiwari et al., 2020). This has made companies make cars with such good technology that has not only helped in the reduction of the global carbon emission but has also made the journey much more efficient and comfortable for the customers. Technology states the use of the right form of method to charge such vehicles at their convenience and still be easy to use and manage which was not the case earlier.

2.4 Impact of the different factors on the automobile industry of the UK

The use of electric vehicles in the UK is bound to have positive and green benefits on the automobile industry. The biggest impact is stated to be the increase in the number of people or customers inclining to buy a vehicle or car because of the factor of the electric vehicle. Customers prefer buying products that are better for the environment making it a booster for the automobile sector (Hirst et al., 2021). It would act as the push that the sector needs in the electric vehicle segment helping in building and growth of the sector. In addition to this, the growth of technology and making more efficient and effective vehicles is another impact that the different factors would have on the automobile industry of the UK.

Innovation is considered to be a visible and prominent impact of the different factors on the automobile industry. It can be stated that different factors have different influences on the industry but one common thought that the sector has in relation to the electric vehicles is the need to be innovative in order to maintain the interests of the consumers along with offering them something that is great for the environment. This is resultant in relation to the quality and comfort factors making actualised innovation as a component of electric vehicles. In the opinion of Morgan (2020), it is stated that as and how the innovation increases the preference of the customers towards electric vehicles is also consider to be better.

Making the products more and more concise in terms of the requirement of the product to make the electric vehicle is another impact of the different factors. People desire the electric vehicles to be more cost-effective along with ensuring the best quality out of them. This has made the automobile industry lookout for different options through which the vehicles can be made from fewer parts making use of less labour for the same. It would not only reduce the cost of production but will reduce the maintenance cost of the vehicles making it a plus point to attract the consumers towards electric cars.

All of the stated points have made the electric vehicle sector more and more preferred choice for the customers in the UK. According to Wills (2021), it would mean that the country and sector can shift from importing fuels and oils from different countries and focus on more local electricity sources making it a booster for the sector and the economy of the country as a whole. It would also mean that prices of a lot of vehicles might become less over time making more and more switch towards buying an electric vehicle boosting the automobile sector for the better. Thus, it can be said that electric vehicles are the future and hence the sector and the consumers need to look out for the same.

Chapter 3 – Research Methodology

3.1 Introduction

Research methodology states to be the section where the research method that is undertaken for the purpose of the research is discussed (Nayak and Singh, 2021). It acts as the path for the research process that is undertaken for the successful execution of the research.

3.2 Research philosophy

Research philosophy states the nature along with the method through which the data would be collected, analysed and interpreted for the purpose of the research. There are different types of research philosophy such as interpretivism, realism, positivism philosophy. The selection of the research philosophy is dependent on the research objectives. Based on this research study, the researcher decided to use positivism philosophy. It is because it makes use of a large sample of data to collect the information. For carrying out this research, the researcher decided to implement the descriptive form of research design. The reason being it is suitable for the quantitative research type that is being used in this research study (Paradis et al., 2016). It is done by collecting factual knowledge through the observation and data collection method that is interpreted to make better sense of the information.

3.3 Research approach

Research approach are majorly divided under two headings – the deductive and inductive research approach. For conducting the research, the selection of the deductive approach is done by the researcher. It is because it helps in assessing the already existing theories with the use of data collection and analysis. The theories are used to test the hypothesis or situation that would be helpful in confirming them. This helps in understanding the cause-and-effect relationship among things. In order to do the same, the researcher has majorly assessed the factors that have an influence on the preference of the customers in relation to electric vehicles in the UK.

3.4 Data collection

Data collection is the method that is used to extract and collect the key data and information for conducting the research in a successful way (Rose et al., 2019). The method of data collection depends upon the objectives and the research questions that needs to be answered for the purpose of the research.

The two methods of data collection are primary and secondary forms of data collection. In order to carry out this research, the researcher made use of the mixed research method. It is the one that makes use of both the primary and the secondary forms of data collection. There are two types of research types that can be selected for the purpose of collecting the data. It is called the qualitative and quantitative forms of research type. The qualitative form of research type is the one in which detailed and subjective information is collected by the researcher. The quantitative form of data collection is the one in which numbers and statistics are used for collecting the data and information.

For the collection of the primary data, the researcher made use of the quantitative method. This means the use of the survey method (Brace, 2018). The use of the questionnaire method is done. It would include a set of well-structured questions stating the choices and preferences of customers with respect to electric cars in the UK. The questionnaire would be shared with around 70 customers so that one can get a decent number of complete questionnaires to make better sense of the information.

Primary and Secondary Data Collection

The use of primary data is done through the use of the questionnaire method. It is done as this would help in reaching out to a large set of customers in the UK that can be helpful for the purpose of the research. This would be done by making use of the quantitative method of research. The use of survey monkey is done in order to administrate the questionnaire. It is done because it is not possible for the researcher to personally sent or visit all the respondents of the research (Bairagi and Munot, 2019). A well-structured and simple questionnaire is designed based on the research topic that can help in gathering the important information for the research.

In order to collect the secondary form of data, the use of different books, journals, articles and publications were used. The researcher personally read through the abstract of the journals to identify the best piece of information that matched with the purpose of the research. Along with that the summary of the books was read and understood before including them in the research process. Only the most relevant and most suited piece of work was used for the research purpose.

3.5 Data analysis

Data analysis is the foundation of a successful research study. It is the process that is followed to analyse and evaluates the information that is collected from the different purposes making a better understanding of the same (Heeringa et al., 2017). The data collected is then analysed using the help of the Excel sheet. All the data collected is inserted in the Excel sheet and is then presented in the form of charts and graphs for making a better understanding of the information collected. It is selected as this method seems appropriate with respect to the statistics and numbers.

3.6 Ethical consideration

While conducting the research, the researcher ensured that proper consent and permission were taken from the respondents before involving them in the research. The purpose and use of the data and information were also clarified to them. The researcher ensured that reliable and authentic forms of data and information sources were used for the purpose of collection of the secondary form of information. The researcher also tried and give due credit and relevant reference to the authors and scholars whose work has been used in the research (Green, 2019). Also, the privacy and confidentiality of the respondents involved in the research are maintained at all times during the process. The report was presented in its actual format and the researcher ensured that no personal feelings or experience hindered the analysis gathered through the use of the different forms of data collection.

Chapter 4 – Data Analysis

4.1 Introduction

The data analysis section of the research report states analysing the data collected through the primary form of data collection. In order to analyse the data for this research study, the researcher collected the data and made use of the Excel sheet to present the information through the use of charts, tables and graphs for better understanding and presentation (Chambers et al., 2018). A total of 70 questionnaires were distributed out of which 50 can be considered full and can be used for the purpose of analysis.

4.2 Data Analysis

PART A – Demographic Questions

FrequencyPercentCumulative Percent
GenderMale2856.056.0
Female2040.096.0
Prefer Not to answer24.0100.0
Total50100.0 
Age18 – 25 years36.0 
26 – 35 years1734.040.0
36 – 45 years1122.062.0
46 – 55 years1326.088.0
56 – 65 years51.098.0
66 years and above12.0100.0
Total50100.0 
Level of educationNot educated000
Primary level000
Secondary level24.04.0
College1938.042.0
University1224.066.0
Post University1734.0100.0
Total50100.0 
Level of income£0 to 999948.08.0
£10, 000 to £24, 9991020.028.0
£25, 000 to £49, 9991836.064.0
£50, 000 to £74, 9991020.084.0
£75, 000 to £99, 99           48.092.0
£100, 000 or more24.098.0
Prefer Not to answer24.0100.0
Total50100.0 
Employment statusSelf – Employed2346.046.0
Employed1938.084.0
Economically inactive36.090.0
Unemployed510.0100.0
Total50100.0 

From the response received, it can be identified that the majority of the respondents are male comprising 56% of the total population. Among the respondents, the most common age group is 26 to 35 years of age which constitutes of 34% of the total respondents. Most of the respondents belonged to the college category with 38% of the population holding that level of education. The major respondents stated their income to be between £25, 000 to £49, 999 forming 36% of the total making it a good number. With respect to employment status, the majority of the respondents are employed with 46% of them being self-employed while 38% being employed by someone else.

Part B: Research Specific Questions

Q.1 What is your status on an electric car purchase?

 FrequencyPercentageCumulative Percentage
Already owns an electric vehicle510.010.0
Thinking to buy an electric vehicle28560.066.0
Don’t want to buy an electric vehicle1020.086.0
Can’t make any decision36.092.0
Don’t drive48.0100.0
Total50100.0 

The researcher asked the respondent what is their status or take in relation to electric car purchasing or owning one. In this respect, the majority of the respondent stated that they are planning to purchase an electric vehicle or car in the coming years. It shows that people are interested in electric vehicles and with the hype created and the benefits that customers perceived to receive from electric vehicles more and more interest is developing in this aspect in the UK (Morton et al., 2016).

2. What is the level of knowledge on electric vehicles?

 FrequencyPercentageCumulative Percentage
Strong knowledge1122.022.0
Good knowledge1836.058.0
Basic knowledge1020.078.0
Little Knowledge48.086.0
No Knowledge714.0100.0
Total50100.0 

One of the questions asked by the researcher to the respondents was about the level of knowledge that they hold in relation to electric vehicles. Most of the consumers in this aspect stated that they have decent to good knowledge of electric vehicles in terms of the way they contribute to the environment and the basic functionality that they hold. It indicates that electric vehicles are holding the interests of people and they are very much interested to know more and more about them (Earl and Fell, 2019). This can be considered as a positive sign and hence more awareness should be created considering the same.

3. Do you believe that electric vehicle is the future of the automobile industry?

 FrequencyPercentageCumulative Percentage
Strongly disagree612.012.0
Disagree816.028.0
Neutral48.036.0
Agree2244.080.0
Strongly Agree1020.0100.0
Total50100.0 

One of the other questions asked to the participants of the research was whether they believe that electric cars are the future and the majority of them with 44% of the respondents stated that they believe that electric cars are the next big thing. It can be indicated because the level of pollution emitted by the other forms of vehicles and transportation is reaching sky high (Logan et al., 2021). This has been a cause of concern both for the government and the people. The electric vehicles seem to be a great alternative for the same making people switch or thinking to switch to it. All these factors make the future of electric vehicles quite promising.

4. What is the word that you associate with electric cars?

  FrequencyPercentageCumulative Percentage
Environment friendly2346.046.0
Cost-effective918.064.0
Innovative technology           612.076.0
Waste of money        36.082.0
Different918.0100.0
Others (if any)00 
Total50100.0 

From the above table it can be depicted that when the respondents were asked to select one word that they associate with electric cars, the majority of them with 23 out of the 50 people involved in the research stated it to be environment friendly (Engel et al., 2018). It means that the pollution created by electric vehicles is considered to be quite low or less as compared to the other available means of transportation. In addition to this, different and cost-effective were other words related to electric vehicles by people. This states that people consider these factors into consideration when talking or thinking about electric vehicles. All this can have a huge influence in regard to the elements that have an influence on the preference of the customers for electric cars (Albanese et al., 2015).

5. What is the important factor that is considered while buying an electric car?

 FrequencyPercentageCumulative Percentage
Cost1224.024.0
Brand Name612.036.0
Safety816.052.0
Environment friendly1224.076.0
Performance816.092.0
Others (If any)48.0100.0
Total50100.0 

When the researcher asked the respondents about the key factor that they considered in regard to buying an electric car, the most common response that was the answer of the majority of the respondents was the cost associated with it. The cost of fuels along with buying and maintaining a non-electric car seems to be quite expensive. In addition to this, there are many other costs associated with it. This makes people think of a better alternative such as the electric vehicle option which also offers a better environmental aspect which is growing in popularity among the people in the UK and across the world (Coffman et al., 2017). The need to be more environmentally conscious and the impact that carbon emission has on the planet is another factor that is being considered by people in relation to buying an electric car.

6. What is the element that can put off the customer regarding electric vehicle adoption?

 FrequencyPercentageCumulative Percentage
Recharging1938.038.0
Lack of knowledge918.056.0
Safety714.070.0
Technology714.084.0
Performance of the vehicle816.0100.0
Total50100.0 

From the above table, it can be identified that when the researcher asked the respondents about the factor that can put the customers off in relation to getting an electric car, the majority of the respondents stated the constant recharging that comes with it. One can drive a long way with fuels such as petrol and diesel but the electric capacity of the electric vehicles is still not as par as them (Ma et al., 2019). This makes the consumer constantly recharge the vehicle taking a lot of their time and energy. This is something that is not liked by a lot of people who would rather use the non-electric vehicle as it seems to be more convenient for them.

8. As a consumer which factor can influence the buying choice towards electric vehicles?

 FrequencyPercentageCumulative Percentage
Convenient charging points36.06.0
Better price1224.030.0
Great performance816.046.0
Safety of the vehicle612.058.0
Quality510.068.0
Better impact on the environment1530.098.0
Others (if any)12.0100.0
Total50100.0 

Researcher asked the respondents about the factor that can have an influence over their buying choice when it comes to an electric vehicle. The most common response that was received from the majority of the respondents was the better impact that it has on the environment (Cartenì et al., 2016). It was the choice of 15 people out of the 50 participants who were part of the research. The response indicates that the majority of the consumers care about the environment and hence making electric vehicles more and more environmentally friendly is a great way to go in order to influence more and more people to buy them. The products used in the making of the car are less in comparison to a non-electric vehicle. It means one can get them at a cheaper price which is an important element for a lot of car buyers. Along with that, the per km cost in relation to the electric cars is estimated to be less as compared to the other vehicles because of the increasing price of oil and gases (VONGURAI, 2020). All this makes people and consumers in the UK looking for more affordable and economical options making an electric car top in the preference list for them.

9. In your opinion what is the impact of the choice of the customers on the electric vehicle market?

 FrequencyPercentageCumulative Percentage
Better promotion and sales1530.030.0
Growth of the sector918.048.0
Environmental betterment1020.068.0
Better research for better products1428.096.0
Others (if any)24.0100.0
Total50100.0 

The researcher asked the respondent about the impact that the preference of the consumers in relation to electric cars can have on the automobile market (Zhuge and Shao, 2019). The response received stated that the majority of the participants believe that this would act as a better means of promoting the different offerings of the electric car companies in the UK. It would mean more and more people would know about them through word of mouth along with other promotional methods. It is expected to increase the sales, providing a boost to the automobile sector in great regard. Another impact stated majorly by the respondents is that it would make the sector and organisations to conduct better research and look out for efficient and effective technology to improve electric vehicles in great regard. It is because the popularity of the sector and electric vehicles would require companies to offer something new and different to keep the customers attracted and engaged with the products (Ghasri et al., 2019). All this would help in keeping a different name and mark of the automobile sector leading to the growth and development of the industry as a whole. The other impacts include the praise of the sector for thinking and consideration towards the environment making consumers incline towards contributing their bit to do the same. All of these are expected to have a positive and rising effect on the automobile sector of the UK which is great for its growth.

Chapter 5 – Conclusion

5.1 Conclusion

The conclusion section consists of the findings gained through the research conducted in the research study. This is based on the outcome received helping in a better understanding of the perception that consumers have towards electric cars in the UK (Schmid, 2017).

5.2 Achievement of the objectives

The current state of electric vehicles market in the UK

From the research and analysis conducted, it can be identified that electric vehicles are the future. The data states that the number of electric vehicles is bound to increase in the coming decade making the UK one of the most popular regions when it comes to electric cars. The government of the UK is offering many subsidies and benefits to the sector for it to grow and become popular. This has attracted a lot of customers and companies towards the automobile sector leading to a great position in the market (Morton et al., 2017).

Factors leading to the preference of electronics cars in the UK

The research identified electric vehicles as being environment friendly making them a core factor that makes them a preference among the customers. It is based on the perception that electric cars are better for the environment making more and more switch to it. Along with offering the price of the vehicles is another factor that can be a great influential factor for consumer preference. It is because the cost of electric cars can prove to be less in the long run of running a vehicle. It is because electricity and the other materials used for charging the electric vehicles are available at a cheaper price as compared to petrol and diesel that are higher in cost (Bhalla et al., 2018). The quality of products that are being offered at a price that is competitive with the non-electric vehicle makes them feel better options in many regards. This influences the consumers towards electric cars making them feel more loyal towards them.

The impact of the factors and their impact on the UK automobile market

The response from the research states all the factors that influence the customers in relation to electric cars stated that it would have an influence on the automotive industry of the UK in a positive way (Ouyang et al., 2020). It is because these factors would help in stating the key factors that the companies should take into consideration in relation to develop and attract customers towards electric cars in the country. This would help in acting as a promotional means offering a boost to the sales of the cars leading to better revenue by the sector. Another prominent impact stated is in terms of innovation and development of better products and technology to reach out to a larger customer base and keep them engaged with the cars helping in the overall growth and development of the sector as a whole (Kim et al., 2019).

Chapter 6 – Recommendations

6.1 Suggestions and recommendations

  • Based on the findings gained and the analysis made, there are a lot of areas and aspects that need recommendations to become better. Based on the factors and the perception that a lot of people have about the quality of electric vehicles not being as par as the non-electric cars, the government of the UK should initiatives, programs and other such drives that can offer a better and deeper understanding of the working and the benefits of electric cars in the country (Carlucci et al., 2018). This should be based on the factors that are important for the consumers. It can be very helpful to create a positive influence on the customer base for electric cars.
  • A constant review and feedback of the preference of the customers can be of great help in this regard. It would help in identifying the factors that made a customer purchase or not purchase the electric vehicle. This can help in making suitable changes in the offering and implement the right marketing practices making electric vehicles a better hit in the UK automobile sector.
  • Another recommendation is that the government of the UK need to make more efforts to improve the working and making of electric cars (Beak et al., 2020). This is required in order to make the cars and their services more easily accessible and promote their usage for the betterment of the environment and benefits of the customers as well.
  • The impact that the cost of the vehicle and electricity or accessibility of the charging points should be such that makes it a favourable factor for consumers to state that using electric vehicles is as easy as the non-electric car. The constant element of recharging should be handled properly by elements such as fast charging or longer battery life. All these points should be placed in such a way that makes all the factors working in favour of making electric cars a preferred choice for the customers of the UK.
  • The recommendations involve deeper research by the experts of the automobile sector and design and development of the electric vehicles to make them more competitive in the business world of the UK (Axsen et al., 2015).

6.2 Future scope of the study

The learning gathered from this study can be used as a base for the managers and companies in the automobile industry to focus on electric cars and the elements that make them a better and more preferred choice for them. This is in regard to the UK region but different companies from different countries can use this as a base for understanding the customers and offer them suitable vehicles accordingly. The other students considering the topic for research can undertake respective electric car producing and manufacturing companies and use them as the base to conduct deeper and more specific research.

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