Which Indian consumer personality traits should AE cater to? Why? THE E-TWO-WHEELER MARKET IN INDIAIndia was the world's largest market for scooters and motorcycles. For the fiscal year (FY) ending March31, 2018, annual domestic sales of scooters and motorcycles exceeded 19 million units-six times thenumber of cars sold over the same period." However, between April 2018 and March 2019 (FY 2019),only 760,000 EVs were sold in India, and the EV market was dominated by three-wheelers (83 per cent);e-two-wheelers comprised only 16.4 per cent of the market, representing just 124,640 unitsa tinyfraction of the 21 million two-wheelers sold in India during the this period."However, despite these low sales numbers, the Indian e-scooter and e-motorcycle (e-bike) market wasexpected to reach $698.3 million²0 by 2025-a compound annual growih rate of 36.3 per cent during theforecast period. Planned government initiatives to promote EVs and implement stringent emissionregulations were the major driving factors for this projected growth. In addition, the launch of several newe-scooters," as well as increasing numbers of female two-wheeler riders, especially in Tier 2 and Tier 3cities, were also contributing to increased demands for e-scooters.In May 2019, India had a larger market for e-scooters than for e-bikes, chiefly because e-scooters werecheaper and came in a wider range of models." E-scooters were also much cheaper than electric cars, sincethey were lighter and thus required smaller (and therefore cheaper) batteries. E-scooters also took muchless time to charge than electric cars, and they couid often use existing plug points in residential homes. Infact, e-scooters were priced comparably with petrol-powered scooters.4Research on Indian purchasing behaviours had found that social class, reference groups, and opinion leaderswere very important and had much more influence, due to higher group conformity tendencies. Indianconsumers were also very value-conscious and were exceptionally sensitive to pricing. In addition,successful Indian marketing strategies required paying attention to local cultural nuances."India's government wanted to use the EV mandate rollout to turn India into a manufacturing base for EVs andEV batteries. The government sought to avcid entering the market too late and thereby allowing China to emergeas the global manufacturing hub for those products, as had happened for electronic goods and mobile phones.The government think tank, NA, had suggested offering a variety of concessions to domestic EV batterymanufacturers, including inceme tax incentives and a customs duty matrix.26 To facilitate the dissemination ofEVs in India and address the lack of charging points across the country, the government also wanted to establisha framework for enormous battery-manufacturing and charging infrastructures, the latter of which would alsoinclude the presence of petrol pumps at electric charging points."ATHER E-SCOOTER COMPETITORSHero ElectricHero Electric (HE), part of the Hero Group, was a pioneer in the Indian e-two-wheeler industry and hadbecome ene of the world's leading two-wheeler manufacturers. HE had begun manufacturing e-bikes andIndia's first e-scooters in 2007, at a state-of-the-art manufacturing facility near the northern Indian city ofLudhiana. By 2019, HE had expanded to 325 cities across India with 601 dealers." Its e-bike pricing startedat 39,550 and went up to 786,490 for its top model, the Hero Electric Photon 48V, but neither had smartfunctions. As of July 2019, HE offered seven models of e-two-wheelers in India, of which the most popularwere the Optima Li (757,900), the Flash LI (752,974), and the Flash LA (739,550); they also planned tolaunch five new models in 2019–20.29 Revolt IntellicorpLed by Rahul Sharma, the co-founder of mobile device-maker Micromax, Revolt Inteilicorp (Rf) had a75 billion manufacturing facility with an annual capacity of 120,000 units in the northern Indian town ofManesar. RI had a 130-member research and development team and had unveiled its first smart e-bike, theRV400, in July 2019; however, the bike's critical components, such as its battery cells and motor, had beenimported. 30 It delivered a range of 156 km on a single charge and was expected to be priced around 100,000.To address consumer concerns over range anxiety, RI also planned to set up swappabie battery stations every3-5 km and to deliver batteries to customers to address consumer concerns over range anxiety."22KYMCO22KYMCO (22K) was a joint venture between India's 22Motors and Taiwan's Kwang Yang MotorCompany (KYMCO), the latter of which had a presence in 102 countries." In June 2019, 22K had plans toset up a manufacturing facility with an annual production capacity of 200,00 units in Bhiwadi, Rajasthan,a northern Indian state. Although the company had previously sold its e-two-wheeler, the iFlow, at an ex-showroom price of 790,000 in Delhi," it planned to start retaiiing the iFlow in September 2019, first through14 dealerships across six Indian cities (New Delhi, Pune, Bengaluru, Kolkata, Ahmedabad, and Hyderabad),and then, over the next three years, via 300 dealerships that it planned to set up across India. However, theiFlow offered a driving range of only 40 km and could achieve a top speed of only 60 kmph. It was soldwithout batteries, which buyers instead leased from KYMCO, effectively saving customers the hassle ofdealing with limited battery lifespans.*Okinawa AutotechOkinawa Autotech (OA), a 100 per cent Indian e-two-wheeler manufacturing company, was established byJeetender and Rupali Sharma in 2015 with the mission of creating e-two-wheelers for a sustainable future.OA was headquartered in the northern Indian city of Gurugram, while its manufacturing facility was inBhiwadi, Rajasthan. OA sought "to bring pioneering technology and the cutting edge designs for theendearing Indian consumer."35 OA offered four models of e-scooters through 186 OA dealers in 147 citiesacross India. Its e-scooter pricing started at 739,990 and ranged up to 116,000 for its smart e-scooter, theOkinawa i-Praise. The most popular models in its e-scooter lineup included Raise, Praise, and Ridge.36Tork MotorsTork Motors (TM) was based in the western Indian city of Pune. The firm had done extensive research anddevelopment work for seven years prior to manufacturing India's first smart e-bike, the T6X, which waspriced at 125,000 and was powered from a lithium-ion battery (LiB) stack. Its top speed was 100 kmphand its battery pack could last for 100 km on a full charge. The T6X included various smart features, suchas an on-board navigation system, cloud connectivity, and a fully digital display, as well as many safetyfeatures, such as an anti-lock braking system and an anti-theft system. The company also planned to set upseveral charging stations to enhance India's EV infrastructure.7

Question

Which Indian consumer personality traits should AE cater to? Why? THE E-TWO-WHEELER MARKET IN INDIAIndia was the world's largest market for scooters and motorcycles. For the fiscal year (FY) ending March31, 2018, annual domestic sales of scooters and motorcycles exceeded 19 million units-six times thenumber of cars sold over the same period.&#34; However, between April 2018 and March 2019 (FY 2019),only 760,000 EVs were sold in India, and the EV market was dominated by three-wheelers (83 per cent);e-two-wheelers comprised only 16.4 per cent of the market, representing just 124,640 unitsa tinyfraction of the 21 million two-wheelers sold in India during the this period.&#34;However, despite these low sales numbers, the Indian e-scooter and e-motorcycle (e-bike) market wasexpected to reach $698.3 million²0 by 2025-a compound annual growih rate of 36.3 per cent during theforecast period. Planned government initiatives to promote EVs and implement stringent emissionregulations were the major driving factors for this projected growth. In addition, the launch of several newe-scooters,&#34; as well as increasing numbers of female two-wheeler riders, especially in Tier 2 and Tier 3cities, were also contributing to increased demands for e-scooters.In May 2019, India had a larger market for e-scooters than for e-bikes, chiefly because e-scooters werecheaper and came in a wider range of models.&#34; E-scooters were also much cheaper than electric cars, sincethey were lighter and thus required smaller (and therefore cheaper) batteries. E-scooters also took muchless time to charge than electric cars, and they couid often use existing plug points in residential homes. Infact, e-scooters were priced comparably with petrol-powered scooters.4Research on Indian purchasing behaviours had found that social class, reference groups, and opinion leaderswere very important and had much more influence, due to higher group conformity tendencies. Indianconsumers were also very value-conscious and were exceptionally sensitive to pricing. In addition,successful Indian marketing strategies required paying attention to local cultural nuances.&#34;India's government wanted to use the EV mandate rollout to turn India into a manufacturing base for EVs andEV batteries. The government sought to avcid entering the market too late and thereby allowing China to emergeas the global manufacturing hub for those products, as had happened for electronic goods and mobile phones.The government think tank, NA, had suggested offering a variety of concessions to domestic EV batterymanufacturers, including inceme tax incentives and a customs duty matrix.26 To facilitate the dissemination ofEVs in India and address the lack of charging points across the country, the government also wanted to establisha framework for enormous battery-manufacturing and charging infrastructures, the latter of which would alsoinclude the presence of petrol pumps at electric charging points.&#34;ATHER E-SCOOTER COMPETITORSHero ElectricHero Electric (HE), part of the Hero Group, was a pioneer in the Indian e-two-wheeler industry and hadbecome ene of the world's leading two-wheeler manufacturers. HE had begun manufacturing e-bikes andIndia's first e-scooters in 2007, at a state-of-the-art manufacturing facility near the northern Indian city ofLudhiana. By 2019, HE had expanded to 325 cities across India with 601 dealers.&#34; Its e-bike pricing startedat 39,550 and went up to 786,490 for its top model, the Hero Electric Photon 48V, but neither had smartfunctions. As of July 2019, HE offered seven models of e-two-wheelers in India, of which the most popularwere the Optima Li (757,900), the Flash LI (752,974), and the Flash LA (739,550); they also planned tolaunch five new models in 2019–20.29 Revolt IntellicorpLed by Rahul Sharma, the co-founder of mobile device-maker Micromax, Revolt Inteilicorp (Rf) had a75 billion manufacturing facility with an annual capacity of 120,000 units in the northern Indian town ofManesar. RI had a 130-member research and development team and had unveiled its first smart e-bike, theRV400, in July 2019; however, the bike's critical components, such as its battery cells and motor, had beenimported. 30 It delivered a range of 156 km on a single charge and was expected to be priced around 100,000.To address consumer concerns over range anxiety, RI also planned to set up swappabie battery stations every3-5 km and to deliver batteries to customers to address consumer concerns over range anxiety.&#34;22KYMCO22KYMCO (22K) was a joint venture between India's 22Motors and Taiwan's Kwang Yang MotorCompany (KYMCO), the latter of which had a presence in 102 countries.&#34; In June 2019, 22K had plans toset up a manufacturing facility with an annual production capacity of 200,00 units in Bhiwadi, Rajasthan,a northern Indian state. Although the company had previously sold its e-two-wheeler, the iFlow, at an ex-showroom price of 790,000 in Delhi,&#34; it planned to start retaiiing the iFlow in September 2019, first through14 dealerships across six Indian cities (New Delhi, Pune, Bengaluru, Kolkata, Ahmedabad, and Hyderabad),and then, over the next three years, via 300 dealerships that it planned to set up across India. However, theiFlow offered a driving range of only 40 km and could achieve a top speed of only 60 kmph. It was soldwithout batteries, which buyers instead leased from KYMCO, effectively saving customers the hassle ofdealing with limited battery lifespans.*Okinawa AutotechOkinawa Autotech (OA), a 100 per cent Indian e-two-wheeler manufacturing company, was established byJeetender and Rupali Sharma in 2015 with the mission of creating e-two-wheelers for a sustainable future.OA was headquartered in the northern Indian city of Gurugram, while its manufacturing facility was inBhiwadi, Rajasthan. OA sought &#34;to bring pioneering technology and the cutting edge designs for theendearing Indian consumer.&#34;35 OA offered four models of e-scooters through 186 OA dealers in 147 citiesacross India. Its e-scooter pricing started at 739,990 and ranged up to 116,000 for its smart e-scooter, theOkinawa i-Praise. The most popular models in its e-scooter lineup included Raise, Praise, and Ridge.36Tork MotorsTork Motors (TM) was based in the western Indian city of Pune. The firm had done extensive research anddevelopment work for seven years prior to manufacturing India's first smart e-bike, the T6X, which waspriced at 125,000 and was powered from a lithium-ion battery (LiB) stack. Its top speed was 100 kmphand its battery pack could last for 100 km on a full charge. The T6X included various smart features, suchas an on-board navigation system, cloud connectivity, and a fully digital display, as well as many safetyfeatures, such as an anti-lock braking system and an anti-theft system. The company also planned to set upseveral charging stations to enhance India's EV infrastructure.7

Accepted Answer

Marketers have been studying the behavior of consumers from different perspectives. The behavior of…