Consumer Preferences and Purchase Decision Factors in the Electric Vehicle Market in Asunción, 2025

Abstract

The electric vehicle market in Paraguay has shown growth driven by the search for sustainable alternatives and cost reduction. Environmental awareness and interest in innovative technologies influence purchasing decisions, especially among young people and the middle class with greater purchasing power. The study adopted a quantitative approach, with a non-experimental, cross-sectional design and a descriptive scope. The purposive sample included 53 participants from Asunción, over 18 years of age and with the means to purchase an electric vehicle. Data collection was carried out using a structured questionnaire sent via WhatsApp. The data were analyzed using Microsoft Excel and presented in a descriptive graph. The results show that 62% of respondents consider the purchase of an electric vehicle viable. Although 77% would be willing to pay more for an electric vehicle, concerns about battery life, charging time, and maintenance persist (83%), demonstrating that consumers are in an early stage of adoption, where public policies, consumer education, and marketing strategies can foster acceptance.