Strategic Marketing Frameworks in Electric Car Dealerships: Unlocking the Pathways to Consumer Adoption through Mediation and Moderation Analysis

Abstract

Electric car dealers are at the forefront of a rapidly evolving automotive industry, where marketing strategies must be adapted to new consumer expectations, technological advancements, and sustainability goals. The study explores the marketing strategies adopted by electric car dealers and its impact on Consumer adoption. Study also investigates the mediation effect of Sales promotion between Brand image of electric car companies and consumer adoption, along with the moderation effect of Dealer’s loyalty, Sales person attributes, after sales services on sales promotion and consumer adoption respectively. Data were collected from 200 respondents from 10 electric car showroom in Odisha using simple random sampling method. Partial least square Structural equation modelling (PLS-SEM) was used to analyse the data. The findings exhibit a positive relationship between sales promotion and consumer adoption , brand image and sales promotion, brand image and consumer adoption , likewise there is positive mediation analysis of sales promotion between brand image and consumer adoption , study also  found there is positive moderation effect of dealer’s loyalty and sales person’s attributes on brand image and sales promotion, there is also positive moderation of after sales service between sales promotion and consumer adoption.