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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.
Halmstad University, School of Business, Engineering and Science, Centre for Innovation, Entrepreneurship and Learning Research (CIEL), Centre for International Marketing and Entrepreneurship Research (CIMER).
Halmstad University, School of Business, Engineering and Science, Centre for Innovation, Entrepreneurship and Learning Research (CIEL), Centre for International Marketing and Entrepreneurship Research (CIMER).
2019 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
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

Place, publisher, year, edition, pages
2019. , p. 30
Keywords [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
Keywords [sv]
Marknadsföring, elcyklar, miljö, typiska användare, varumärke
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hh:diva-40354OAI: oai:DiVA.org:hh-40354DiVA, id: diva2:1340250
Subject / course
Business
Educational program
The International Marketing Programme, 180 credits
Supervisors
Examiners
Available from: 2019-08-19 Created: 2019-08-02 Last updated: 2019-08-19Bibliographically approved

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804008a8c200a93d46fdb2ba6b37d3f0db26ce99e1e1aefd14a9ab9bc45f9ef768aff0be7bc185b424c5ac672e6d31734f09aa699a8fda6c741ab78b2eb0d0f9
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Centre for International Marketing and Entrepreneurship Research (CIMER)
Business Administration

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CiteExportLink to record
Permanent link

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Citation style
  • apa
  • harvard1
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More styles
Language
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  • nn-NB
  • sv-SE
  • Other locale
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Output format
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  • rtf