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Perceptual mapping of e-bike brands in the German market and expert interviews on the opportunities and challenges of e-bikes
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| 3.02 MB | Adobe PDF |
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Resumo(s)
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 price.
Descrição
Palavras-chave
Bicycle E-bike Marketing Consumer perception Germany Electric bike Marketing research Data-driven marketing Pedelec German market Perceptual mMap Conjoint analysis E-bicycle Brands