ANALYSIS OF OPINIONS FOR GREEN BENEFITS: INSIGHTS FOR MARKETING OF ELECTIRC TWO WHEELERS

Two wheeler Industry has showing continuous and steady growth over the year in India and supported by its population based and consumption based growth. So, it offers sound growth opportunities for businesses based on innovations. But during this journey of growth it has lost balance in terms of protecting the environment. If we take case of petrol driven two wheelers, then indeed it has delivered the desired personal mobility option successfully but it has discharged pollution as well. So, the result is we are enjoying personal mobility convenience and paying huge invisible cost to health and damaging the mother earth. Environment protection is a serious concern globally and a challenge for two-wheeler marketers about how to minimise adverse effects of two wheelers. There is a huge scope for launching eco friendly two wheelers which can satisfy transportation need and minimizes pollution too. In this study an effort is made to understand consumers' willingness to make sacrifices for green benefits. Indian consumers are price conscious and therefore only launching innovation is not enough. If growth is required then innovation has to be priced wisely which can penetrate in the market and along with profit, company can also protect the environment. Study focuses on male and female users and their opinion about various dimensions related to their willingness to make compromises for green benefits.