Attitudes, Awareness Levels, and Motivation For Purchase Towards E-bikes Within The Cycling Community

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Authors
Norgrove, Zach
Issue Date
2020-11-01
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Thesis
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en_US
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Abstract
This study analyzes the differences between E-bike cyclists versus mechanical cyclists. The variables observed in this research are attitudes, awareness levels, motivation for purchase, and marketing strategies. This study focuses on E-bikes due to the significant impact they are making within the cycling world. A survey was distributed and 137 responses were collected. The results show that men over the age of 41 with an annual household income of $100,000 to $200,000 are most likely to purchase or already own an E-bike. The usage for E-bikes is commonly found to benefit those 41 and older, but many E-bikers claim that any cyclist would benefit from an E-bike. The E-bike market is slowly getting diluted and that means that the big 4 need to start advertising and understanding their ideal demographic more. The study concludes that there is a misconception that E-bikes are only for males 41 and older, but actually are for anyone looking to have fun, extend the length of their rides, keep up, or just commute. As E-bikes continue to grow in popularity, the big 4 needs to stay on top of their game in order to capitalize on the growing demand.
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33 p.
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U.S. copyright laws protect this material. Commercial use or distribution of this material is not permitted without prior written permission of the copyright holder.
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