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E-bike users are lazy… and healthy: A study in consumer behaviour on the symbolic values of e-bikes, why some want e-bikes and others avoid them.
Högskolan i Halmstad, Akademin för ekonomi, teknik och naturvetenskap, Centrum för innovations-, entreprenörskaps- och lärandeforskning (CIEL), Centre for International Marketing and Entrepreneurship Research (CIMER).
Högskolan i Halmstad, Akademin för ekonomi, teknik och naturvetenskap, Centrum för innovations-, entreprenörskaps- och lärandeforskning (CIEL), Centre for International Marketing and Entrepreneurship Research (CIMER).
2019 (engelsk)Independent thesis Basic level (degree of Bachelor), 10 poäng / 15 hpOppgave
Abstract [en]

Research question: To examine what aspects affect some consumers to avoid e-bikes and others to desire them.

Purpose: The main purpose of this study is to see if e-bikes have a symbolic value. We aim to see if e-bikes is associated as an environmentally friendly product. We will examine stereotypes and brand avoidance. Further we will see what attributes consumers associate with typical users of e-bikes.

Theory: To test our research question we chose our main theory of the matching process between self-image and typical user. Prior studies on e-bikes in areas as typical users and environment were analyzed. Previous studies on e-bikes were analyzed in areas such as environment and typical users.

Methodology: A survey was made on two groups who are underrepresented in sales of ebikes. Students aged 21-30 and cycling enthusiasts.

Results and conclusions:

• We found that e-bikes have symbolic value.

• Many respondents perceive e-bike users as environmentally friendly, comfortable and lazy.

• E-bikes being perceived as environmentally friendly can be a pre-purchase indicator for students, but not for cycling enthusiasts

• Different groups of students have conflicting user imagery, one group describe e-bikers as lazy, and another group describe e-bike users as healthy

• The stereotype that e-bike users are old is not very frequent

• Viewing e-bike users as lazy influences impacts the perceived value and are likely to lead to brand avoidance

sted, utgiver, år, opplag, sider
2019. , s. 30
Emneord [en]
Marketing, International marketing, segment, sales, electric bicycles, E-bikes, Pedelec, User imagery, ideal social self-image congruence, brand avoidance, symbolic consumption, symbolic brand avoidance
Emneord [sv]
Marknadsföring, elcyklar, miljö, typiska användare, varumärke
HSV kategori
Identifikatorer
URN: urn:nbn:se:hh:diva-40354OAI: oai:DiVA.org:hh-40354DiVA, id: diva2:1340250
Fag / kurs
Business
Utdanningsprogram
The International Marketing Programme, 180 credits
Veileder
Examiner
Tilgjengelig fra: 2019-08-19 Laget: 2019-08-02 Sist oppdatert: 2019-08-19bibliografisk kontrollert

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