Paper Contents
Abstract
The increasing adoption of electric vehicles (EVs) is largely driven by strategic marketing narratives that emphasize environmental sustainability, economic efficiency, and technological advancement. However, the alignment between these promotional claims and actual consumer experience remains underexplored, particularly in emerging markets. This study investigates the presence and extent of post-purchase dissonance among EV consumers by critically examining the divergence between pre-purchase expectations shaped by marketing communication and real-world product experience. Using a structured survey distributed to EV owners across urban and semi-urban regions in India, the research employs both quantitative and qualitative analyses to assess consumer satisfaction across dimensions such as battery performance, charging infrastructure, maintenance costs, and after-sales service. The findings indicate a measurable gap in certain dimensions, notably in infrastructure and service expectations, contributing to moderate levels of cognitive dissonance post-purchase. This paper offers insights for marketers to recalibrate messaging strategies and ensure a more authentic alignment between brand promises and user realities, thereby enhancing consumer trust and long-term loyalty in the EV market.
Copyright
Copyright © 2025 Inchara R Y. This is an open access article distributed under the Creative Commons Attribution License.
