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Electric Vehicle Consumer 
Behavior Analysis 
By 
Kevin Yang
Background 
• Electric Vehicle (EV) 
– No gas, only electricity 
– Green (Marketing) 
• Low Emission 
• Renewable energy
Background- Diffusion of Innovation
Background – Benefit/Motivation 
• Government incentives 
– Tax credit 
– HOV lane 
– Designated Parking 
• Gas Price vs. Electricity Price 
• Less Maintenance 
• The reduction on Greenhouse gas
Methodology 
• Online surveys through EV forums 
• On site interview at Tesla Exhibition Room
Findings
Finding #1 
Many people in this group have more than one car per person
Finding #2 
The savings on gas in the long run is the top marketing 
strategy, then is green marketing.
Finding #3 
Characteristic: This group of consumers like to socialize
Finding #4 
Love new technology, Innovators
Findings 
Generation X and Baby boomers makes the majority of the market right 
now
The Most Interesting Finding 
• The Biggest Concern: 
– Most Literature: Insufficient Charging 
Infrastructure 
– My Survey: Battery Life Expectancy (62% selected 
it as the #1 concern)
Conclusion 
• Characteristic: 
– Most households have more than one car 
– Like to socialize while loving new technology 
– More than 50% belong to they baby boomer age, 
while 37% are generation X. 
– The biggest concern is battery life, not charging 
infrastructure.
Suggestions to My Survey 
• Better wording 
– Some people says they bailed out my survey in the 
middle because of misunderstanding. 
• Should’ve included the leasers as “owners”.
Thank You 
• Kevin Yang 
• Business Administration, National University 
• Email: kevzyang@gmail.com

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Kevin yang ev consumer report

  • 1. Electric Vehicle Consumer Behavior Analysis By Kevin Yang
  • 2. Background • Electric Vehicle (EV) – No gas, only electricity – Green (Marketing) • Low Emission • Renewable energy
  • 4. Background – Benefit/Motivation • Government incentives – Tax credit – HOV lane – Designated Parking • Gas Price vs. Electricity Price • Less Maintenance • The reduction on Greenhouse gas
  • 5. Methodology • Online surveys through EV forums • On site interview at Tesla Exhibition Room
  • 7. Finding #1 Many people in this group have more than one car per person
  • 8. Finding #2 The savings on gas in the long run is the top marketing strategy, then is green marketing.
  • 9. Finding #3 Characteristic: This group of consumers like to socialize
  • 10. Finding #4 Love new technology, Innovators
  • 11. Findings Generation X and Baby boomers makes the majority of the market right now
  • 12. The Most Interesting Finding • The Biggest Concern: – Most Literature: Insufficient Charging Infrastructure – My Survey: Battery Life Expectancy (62% selected it as the #1 concern)
  • 13. Conclusion • Characteristic: – Most households have more than one car – Like to socialize while loving new technology – More than 50% belong to they baby boomer age, while 37% are generation X. – The biggest concern is battery life, not charging infrastructure.
  • 14. Suggestions to My Survey • Better wording – Some people says they bailed out my survey in the middle because of misunderstanding. • Should’ve included the leasers as “owners”.
  • 15. Thank You • Kevin Yang • Business Administration, National University • Email: kevzyang@gmail.com

Notes de l'éditeur

  1. Diffusion of Innovations. Note: This is a theory that seeks to explain how, why, and at what rate new ideas and technology spread through cultures. With successive groups of consumers adopting the new technology (shown in blue), its market share (yellow) will eventually reach the saturation level.
  2. Eventhough they are tech savvy, innovator, age…
  3. Battery Range Instalation Electric bills