Brand Awareness and Perception of Bajaj in
the E-Bike Market
Introduction
Bajaj is a well-established brand in the automobile industry, recognized for its motorcycles, three-
wheelers, and electric vehicles. As the demand for sustainable transportation grows, Bajaj has
expanded into the electric two-wheeler market. However, with increasing competition from startups
and global players, it is crucial to assess consumer awareness and perception of Bajaj’s e-bike
offerings. This study aims to analyze how well consumers recognize Bajaj’s e-bikes and what
factors shape their opinions.
Statement of the Problem
The electric two-wheeler market is highly competitive, with multiple brands competing for
consumer attention. While Bajaj has a strong presence in the traditional two-wheeler sector, its
positioning in the e-bike industry remains unclear. Consumer perception may be influenced by
factors such as pricing, design, technology, and brand reputation. If Bajaj’s e-bikes are not
perceived as innovative or reliable, they may struggle against competitors. This research aims to
identify the key drivers of brand awareness and consumer perception in the e-bike segment.
Objectives
The primary objectives of this study are:
1. To assess consumer awareness of Bajaj’s e-bike models.
2. To identify key factors influencing consumer perception of Bajaj’s electric two-wheelers.
3. To analyze the impact of brand awareness on purchasing decisions.
4. To recommend strategies for Bajaj to enhance its brand presence and customer engagement.
Research Methodology
1. Survey Research – Conducting consumer surveys to gather insights on brand awareness
and perception.
2. Data Collection – Analyzing online reviews, social media discussions, and industry reports.
3. Market Analysis – Identifying trends in consumer behavior and evaluating brand
positioning.
4. Findings & Recommendations – Summarizing insights and suggesting strategies for brand
improvement.
5. Final Report – Presenting the results in a structured report or presentation.
Review of Literature
Research indicates that consumer preferences in the e-bike market are driven by affordability,
performance, and sustainability. Studies on electric vehicle adoption suggest that brand trust,
visibility, and digital marketing play a crucial role in influencing purchasing behavior. The
transition from fuel-based to electric two-wheelers presents challenges in consumer acceptance,
making effective branding strategies essential. This study integrates marketing and consumer
behavior theories to analyze Bajaj’s market positioning in the e-bike industry.
Scope of Study
This research focuses on brand awareness and perception of Bajaj’s e-bikes among urban
consumers aged 18–45. The study evaluates Bajaj’s competitive position in the e-bike sector based
on consumer sentiment, online discussions, and marketing effectiveness. The research does not
cover technical specifications or product performance but focuses on branding, consumer behavior,
and marketing strategies.
