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Selection of attributes and levels for Aa conjoint analysis on e-bike preferences of German buyers
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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 prices.
Descrição
Palavras-chave
E-bikes Pedelec Data-driven marketing Conjoint analysis Marketing research Consumers Preferences