Influence of Electric Car Launch on UK Car Industry: Consumer Attitude

This report investigates the influence of electric car launches on consumer attitudes within the UK car industry. It begins with an overview of the project area, highlighting the importance of the UK automotive sector and the shift towards electric vehicles. The theoretical background and research focus i...Read More

Influence of electric car
launch over consumer
attitude towards UK car
industry

Table of Contents
TOPIC:.............................................................................................................................................3
“Influence of electric car launch over consumer attitude towards UK car industry”......................3
A) INTRODUCTION......................................................................................................................3
Overview of project area........................................................................................................3
B) Theoretical Background and Research Focus.............................................................................3
Literature Review...................................................................................................................3
How launch of electric car contributes in mitigation environment concerns.........................3
Different ways through which UK car industry can explore customers of attitude towards
electric car..............................................................................................................................4
Impact of consumer attitude on the success of electric cars in UK market............................5
Research Aim.........................................................................................................................6
Research Objective.................................................................................................................6
Research Questions................................................................................................................6
C) Justification and Contextualization.............................................................................................6
Project Rationale....................................................................................................................6
D) Methodology...............................................................................................................................7
REFERENCES..............................................................................................................................11

TOPIC:
“Influence of electric car launch over consumer attitude towards UK car
industry”
A) INTRODUCTION
Overview of project area
In business environment there is several type of customers and all of them have different
attitude specific product and services. This research is based on influence of electric car launch
over customer attitude towards UK car industry. Respective investigation will help in determine
attitude o different customers towards electric car (Dijk, Wells and Kemp, 2016). United
Kingdom automotive industry is vital part of UK economy which worth more than £82 billion
turnover as well as adding approx. £18.6 billion value to the UK economy. This shows that
within car industry of United Kingdom several innovation taking place same as respective
industry is coming with electric cars. In addition to this, customer is important asset of industry
or organisation both so for car industry it is important to analyse behaviour of their customers
towards launch electric car.
This entire research is divided in several sections such as research methodology which help
in determining that which approach is more suitable for conducting investigation. In addition to
this, literature review is also one section of this research which include several discussion like
how launching new electric car contribute in mitigation environment concerns, different ways
through which UK car industry will able to explore customers attitude and impact of customers
attitude on success of electric car in UK market (Calabrese, 2016). Apart from this, main purpose
of conducting research is to enhance knowledge about electric car as well as UK car industry.
This research will also assist in further study on respective sector of business environment.
B) Theoretical Background and Research Focus
Literature Review
How launch of electric car contributes in mitigation environment concerns
According to the view point of Graeme Hill (2019), it has been identified that launching
of electric cars contributes to mitigation of CO2 Emissions from environment. In simple term it

can be said that, launching electric cars have wide impact on environment in positive manner.
Because pollution will reduce which occur by using petrol and diesel cars as well as electric cars
will be cheap in comparison of petrol, diesel and gas (Figenbaum, Assum and Kolbenstvedt,
2015). Thus, simply air population will get reduce and this will have positive impact on health of
UK population and also on environment because they will be able to breath fresh air which will
free from CO2 (The role of electric vehicles in near-term mitigation pathways and achieving the
UK’s carbon budget, 2019). Moreover, it can be said that, electric car is smart choice for
environment because United Kingdom have large number of population and out of 100 people 90
have their own cars which result in huge pollution. If all these people will start using electric cars
then there will be wide impact on economy in positive manner and ration of CO2 will also get
reduce. Thus, launching electric cars have high contribution in mitigation of environment
concerns.
Different ways through which UK car industry can explore customers of attitude towards electric
car
As per the view point of Coffman, Bernstein and Wee, (2017), it has been determine that,
it is important for car industry of UK to explore attitude of customers towards launching of
electric cars. Customers are important part within business and it is motive of each and every
organisation or entire industry to make customer satisfy. Such practices will result in increasing
customer satisfaction, sales as well as profitability. There are different ways by using that UK car
industry will be able to explore attitude of customers toward electric car. Explanation of these are
as follows :-
 Market research – It is one of the common method by using that UK car industry will be
able to explore attitude of customers towards launching electric cars. Market research
conduct by marketing manager of an organization within this they explore different
things. Such practices will provide assistance to respective industry in identifying taste
and preferences of customers in more effective manner. Thus, with the assistance of
market research they will be able determine attitude of customers towards electric cars.
 Feedbacks – It is another way through which UK car industry will be able to explore
attitude of customers towards electric car. Thus, feedback from existing customers helps
in analyzing their behavior related to new launching (Adnan and et. al., 2017). Because
for an organization their existing customers satisfaction is important along with attracting

target population. There are several sources of taking feedbacks because every time it is
not possible to approach customers directly. So, both online as well as offline methods
can be use for exploring attitude if customers towards launching electric car.
By using above mention ways, UK car industry will be able to explore customers attitude in
effective manner as these both are easy and less time consuming method for analysing attitude.
Impact of consumer attitude on the success of electric cars in UK market.
On the basis of views expressed by Matthews and et. al., (2017) With the constant
awareness developing about the harmful effects of cars on environment in terms of pollutions
and other effects, it has been noted that people are largely shifting their preferences to electric
vehicles. In this relation, it has been identified that pricing of vehicle, costing of fuel, driving
range, cost of replacement of battery, charging time, maintenance cost and so on are some of the
key factors that tend to place an impact over the choices made by consumers with regards to
automobile sector (Moons and De Pelsmacker, 2015). The adaption of preferences towards
electric vehicles in the market place of United Kingdom is influenced by aspects such as refuel
availability, range anxiety, efficiency of vehicles and many more.
The preference of consumers towards energy efficient technologies in terms of electric
vehicles within the confines of UK markets is strongly affected by the form of tax incentive
which is offered in special regards to sales tax exemption. This implies that relatively lower
amount incurred by consumers at the time of purchases is the key driving factor towards
enhancement of consumer adaption to electric vehicles. Such vehicles hold a number of benefits
like lifetime operational cost as well as fuel saving in future context of time. Many individuals
within the boundaries of UK still do not possess knowledge of such benefits linked to adoption
of electric vehicles as means of transportation (Lin and Wu, 2018). Thus, it is important for
government of UK as well as auto makers of the respective nation to create awareness of the
gains linked to electric vehicles so that more and more people can be influenced to make a
purchase for the same. The positive environmental impacts linked to the usage of electric
vehicles tend to inflate the demand by customers within UK. The people of this nation are
concerned regarding the society as well as the environment and thus prefer to buy those cars
which pose least harm to both. In this relation, people are ready to pay more price for such
vehicles than other automobiles but not willing to comprise with the environmental impacts of

their purchase decision. This spurs the consumer purchase behaviour in relation to electric
vehicles within UK in a positive manner.
Research Aim
The research aim of this project is to “To investigate about influence of electric car
launch over consumer attitude towards UK car industry.” A case study on UK car industry.
Research Objective
 To determine how launch of electric car contributes in mitigating environmental
concerns.
 To find out different ways through which UK car industry can explore consumer attitude
towards electric car
 To explore the impact of consumer attitude on the success of electric cars in UK market.
Research Questions
 How launch of electric car contributes in mitigating environmental concerns?
 What are the different ways through which UK car industry can explore consumer
attitude towards electric car?
 How consumer attitude impacts over the success of electric cars in UK market?
C) Justification and Contextualization
Project Rationale
Why is the research important?
Every investigation has its own level of importance in the area over which it is being
conducted. Also, it supports in developing higher level of opportunity as well knowledge
towards the particular subject area. By conducting research investigator simply gets opportunity
to develop them as the investigator by simply learning lots of news skills from their own
experiences. Investigation can be effectively performed by conducting detailed market research
on the particular research problem or the subject area (Parag and Sovacool, 2016). With
reference to the current investigation conducted on the topic “To investigate about influence of
electric car launch over consumer attitude towards UK car industry.” It can be said that the
respective subject area is highly interesting for the researcher as it supports them in developing
their self understanding towards the topic. Along with this, it will also help researcher in
knowing that how effectively consumer attitude places impact over the UK car industry.

At the time of conducting this investigation, researcher would be requiring expertise
knowledge as well as skills such as strong communication, team working, conflict management,
collaborative working, time management, analytical, presentation and other skills for executing
whole work in appropriate format and taking rightful decision over the research.
Why is it important to find what you are trying to find?
It is highly important to conduct investigation on this subject area as electric cars are
becoming emerging trend within the UK due to eco friendly characteristics. Thus, before
launching it at marketplace, the respective car industry of UK focuses on finding out consumer’s
attitude towards the same so that they can easily develop strategies through which they can easily
position electric cars at marketplace in appropriate manner.
How will it build in the existing body of evidence?
In the highly competitive zone, it’s very important for investigator to make use of logical
and practical approaches so that valid information towards the same could be obtained
effectively. With reference to present investigation conducted for UK car industry it can be said
that respective research must gather information by following their policies and procedures in
order to keep themselves away from legal obligation and attain competitive edge.
D) Methodology
Research methodology is considered as the important section of every investigation as it
helps researcher as well as his team mates to execute all research activities in the systematic
manner. In addition to this, it can be further said that respective section also ensures that whole
investigation has been performed in rightful manner that results in the attainment of reliable and
accurate data (Azadfar, Sreeram and Harries, 2015). In this chapter, investigator makes use of
several methods for gathering, evaluating all the information for drawing valid research outcome
over the same. This section is consist of several elements which are explained below in detailed
manner.
Research paradigm- This is seen as the effective approach through which investigator
gathers and analysis and interprets overall information in such a manner that makes it easier for
the research team to understand the core topic and draw valid outcome on the same. This is
mainly categorised into two sections that is positivism and interpretivism. For carrying out
present research in appropriate manner investigator effectively makes use of interpretivism type
of research paradigm in order to manipulate overall information in such a manner that would

represent in front of research team simpler manner. Thus, they would be able to draw valid
outcome on the same.
Data collection techniques-Data collection is seen as the effective way through which
investigator gathers required information from various sources so that this data can be further
used by them to draw valid outcome on the same. Primary and secondary are two main forms of
data collection through which investigator gathers required information on the chosen topic pr
subject area (Morton, Anable and Nelson, 2016). For performing present investigation in
appropriate manner, researcher mainly makes use of both the primary and secondary method of
data collection in order to gather maximum information within the limited period of time.
Questionnaire will be used as the main sources of primary method. Whereas, in the secondary
information would be gathered effectively by making use of books, newspaper, articles, journals
and other sources. Inclusion of both the methods will make the research more effective and
reliable.
Research methods- This is determined as the effective technique through which an
individual can easily analyse gathered information in such a manner that leads to
accomplishment of research aim and objective in quicker manner. There are mainly two forms of
methods are used by investigator to analyse the gathered information. These are the qualitative
and quantitative form of methods (Wang and et. al., 2016). With reference to the present
investigation, researcher effectively makes use of quantitative method for analysing the
information drawn from primary sources. The main reason behind choosing this method is that it
support investigator in analysing overall information in quickly and also contribute in obtaining
valid outcome towards the research problem with accuracy.
Research Approach- This is determined as the most important element of every
investigation as it ensures that whole research has been carried out in systematic manner.
Inductive and deductive are two main forms of research approach that supports investigator in
drawing valid outcome in rightful manner. For carrying out present investigation in appropriate
form investigator effectively makes use of deductive form of research approach as this
investigation have already been carried out through quantitative method of research methods.
This simply supports investigator in drawing valid outcome in quicker manner. Also, the
gathered information is highly accurate which ensures that outcome in very much true.

Sample size- Sampling is acknowledged as the effective way through which researcher
selects sample size from the overall population that supports them out in developing their
understanding over the chosen subject area. As a result, it also contributes in drawing valid
conclusion on the research problem (Suki, 2016). For conducting present research in appropriate
manner, researcher emphasizes on making use of random sampling method which falls under
probabilistic sampling technique. In context of the present research, investigator clearly selects
30 respondents as the sample size from overall population.
Data analysis- Data analysis is seen as the appropriate way or procedure of transforming,
inspecting, and evaluating overall gathered information in order to valid outcome on the same. It
also support researcher in making right and meaningful decision towards the research through
which lucrative outcome could be attained quickly. For carrying out present research in
appropriate manner investigator would make use of thematic analysis as the main data analysis
method through which quantitative analysis and examination can be performed towards the
subject area.
Access and ethics- Access is commonly explored as the right provide to the particular
individual or authorised person to approach particular information. With reference to the current
investigation, it can be said that present research is highly consist of confidential data that is
going to be further used by investigator in draw valid outcome towards the research problem
(She and et. al., 2017). Here, investigator is required to emphasise on maintaining the
confidentiality of the respondents’ information as it cannot be shared with everyone. In order to
maintain the same, the respected investigator emphasizes on storing the information in the
private zone where only researcher can access to it. On the other hand, it is also important for the
researcher to communicate to respondent or take permission from the respondents whenever they
plans to use the information shared by the sample population.
Limitations- In order to conduct a research, there are some limitations or challenges which
affect the overall outcome of the research. One of the biggest weaknesses is that it is time
consuming activity. Along with this, developing appropriate question is difficult for researcher
sometimes. Along with this, all the questions which are developed must be simple as well as
straight to answer (Palmer and et. al., 2018). Along with this it has also been identified that the
researcher must conduct all the functions in an ethical manner so that they can produce positive

image of the company in front of consumer. Therefore, managers or investigators need to follow
all the regulations which might be difficult.

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vehicles: The influence of consumer innovativeness. Research in transportation business
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Wang, S., Fan, J., Zhao, D., Yang, S. and Fu, Y., 2016. Predicting consumers’ intention to adopt
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Suki, N.M., 2016. Green product purchase intention: impact of green brands, attitude, and
knowledge. British Food Journal.
She, Z.Y., Sun, Q., Ma, J.J. and Xie, B.C., 2017. What are the barriers to widespread adoption of
battery electric vehicles? A survey of public perception in Tianjin, China. Transport
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Online
The role of electric vehicles in near-term mitigation pathways and achieving the UK’s carbon
budget. 2019. [Online]. Available Through:
<https://www.sciencedirect.com/science/article/pii/S0306261919307834>.