Analysing Consumer Preferences and Brand Choices for EV Cars Through the VALS Framework: A Study in Coimbatore & Madurai

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The transition from internal combustion engine vehicles to electric vehicles (EVs) is gaining momentum globally, driven by technological innovation, environmental awareness, and policy incentives. In India, the EV sector is experiencing rapid growth, yet adoption remains inconsistent across different consumer segments and regions. This study aims to analyze consumer preferences and brand choices in the electric vehicle market through the VALS (Values, Attitudes, and Lifestyles) framework, focusing specifically on the urban centers of Coimbatore and Madurai. Using a descriptive research design, data was collected from 100–250 respondents through structured questionnaires. The study segmented consumers into psychographic categories (e.g., Innovators, Achievers, Believers, Survivors) to explore how values and lifestyles influence EV adoption, brand preference, and decision-making. Statistical tools such as percentage analysis, ranking, Chi-square test, and ANOVA were applied to validate the findings.

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