New goods demand patterns in digital economy environment: The case of electric vehicles in Russia

Abstract

The trend of using electric vehicles is changing the automotive industry. Electric cars are becoming the most environmentally friendly replacement for combustion vehicles. Knowing the preferences of potential consumers will allow developing effective solutions to create demand for this product. Generating demand should be based on estimating its potential and shaping the consumer profile of this type of transport for market of each country. New goods need special methods to generate demand, since their potential buyers have difficulties in purchase decision making. This paper presents results of a study on prospects in Russia for such new goods as electric vehicles. The study identified factors that ultimately determine the interest of those Russian consumers who have the financial ability to purchase electric vehicles in the near future in electric vehicles. The study demonstrates that consumer prejudices are still there against difficulties in operating electric vehicles. The study confirmed that a number of factors affect the purchase of an electric car in Russia. Expanding the presence of electric vehicles in carsharing companies will significantly improve experience in using this type of transport by potential users. Generating the demand for electric vehicles by applying influence marketing tools is the one of the best solutions.

Keywords

• electric vehicles
• electric cars
• digital marketing
• demand
• consumer behavior