Abstract: The growing environmental concerns, rising fuel prices, and rapid technological advancement have significantly influenced the automobile industry, leading to increased interest in electric vehicles (EVs). This study examines consumer perception and purchase intention towards electric vehicles in Coimbatore city from a marketing perspective. The research focuses on understanding how factors such as environmental awareness, cost efficiency, government incentives, brand image, charging infrastructure, and promotional strategies shape consumer attitudes and buying decisions. It also analyzes the role of marketing communication, social influence, and perceived performance in encouraging adoption of electric vehicles. Primary data collected from consumers in Coimbatore city provides insights into their level of awareness, preferences, expectations, and concerns regarding EVs. The findings highlight that while consumers show a positive attitude toward environmentally friendly transportation, challenges such as high initial cost and limited charging facilities still influence purchase decisions. The study emphasizes the importance of effective marketing strategies, customer education, and infrastructure development to enhance consumer confidence and accelerate EV adoption.

Keywords: Consumer Perception, Charging Infrastructure, Purchase Intention, Green Marketing, etc.

Downloads: | DOI: 10.17148/IARJSET.2026.13304