Publicação
Selection of attributes and levels for Aa conjoint analysis on e-bike preferences of German buyers
| datacite.subject.fos | Ciências Sociais::Economia e Gestão | pt_PT |
| dc.contributor.advisor | Schmitt, Daniela | |
| dc.contributor.author | Mokry, Johannes William | |
| dc.date.accessioned | 2024-10-28T09:21:23Z | |
| dc.date.available | 2024-10-28T09:21:23Z | |
| dc.date.issued | 2024-01-08 | |
| dc.date.submitted | 2023-12-20 | |
| dc.description.abstract | Pedelecs, or e-bikes, have surged in popularity recently and especially during the COVID-19 pandemic. Despite its strong growth and high levels of competition and innovation, no aca demic marketing-related literature has yet examined the underlying dynamics in German buy ers’ purchasing decisions. Using established marketing research methods including perceptual mapping and conjoint analysis, this work investigates motives for purchase, perception of brands, and the influence of brand, price, and technical attributes of e-bike models on purchas ing decisions. Results indicate that the market is in threat of commoditization with buyers show ing indifferences for brands and purchasing decisions dictated by prices. | pt_PT |
| dc.identifier.tid | 203602668 | pt_PT |
| dc.identifier.uri | http://hdl.handle.net/10362/174141 | |
| dc.language.iso | eng | pt_PT |
| dc.relation | UID/ECO/00124/2013 | pt_PT |
| dc.subject | E-bikes | pt_PT |
| dc.subject | Pedelec | pt_PT |
| dc.subject | Data-driven marketing | pt_PT |
| dc.subject | Conjoint analysis | pt_PT |
| dc.subject | Marketing research | pt_PT |
| dc.subject | Consumers | pt_PT |
| dc.subject | Preferences | pt_PT |
| dc.title | Selection of attributes and levels for Aa conjoint analysis on e-bike preferences of German buyers | pt_PT |
| dc.type | master thesis | |
| dspace.entity.type | Publication | |
| rcaap.rights | openAccess | pt_PT |
| rcaap.type | masterThesis | pt_PT |
| thesis.degree.name | A Work Project, presented as part of the requirements for the Award of a Master’s degree in Management from the Nova School of Business and Economics | pt_PT |