Dealers Promotion and Government Incentives: A Dual Impact Study on Electric Two-Wheeler Sales in Karnataka

The rapid transition toward sustainable mobility has positioned electric two-wheelers as a critical component of India’s transportation ecosystem. In Karnataka, both government incentives and dealer promotional strategies have played a significant role in accelerating electric vehicle adoption. However, limited empirical research has examined their combined impact on sales performance. The present study aimed to analyse the individual and dual influence of dealer promotions and government incentives on electric two-wheeler sales in Karnataka. A descriptive and analytical research design was adopted, and primary data were collected from 150 respondents using a structured questionnaire. Statistical tools such as percentage analysis, Pearson correlation, simple linear regression, and multiple regression were employed using SPSS to test the hypotheses at a 5% level of significance. The findings revealed that dealer promotional strategies significantly influenced sales performance (R² = 0.491), while government incentives had a strong positive impact on purchase decisions (R² = 0.412). A significant positive relationship was observed between awareness of government incentives and purchase intention (r = 0.689). Furthermore, the combined regression model demonstrated that both government incentives and dealer promotions jointly explained 65.9% of the variation in sales performance, with dealer promotions exerting a comparatively stronger influence. The study concludes that policy-driven incentives and market-driven promotional strategies function complementarily in strengthening electric two-wheeler adoption in Karnataka. The findings provide practical implications for policymakers, automobile dealers, and marketers to design integrated strategies that support sustainable mobility growth.