A bicycle distributor company turned to Yasno Research & Consulting Group to conduct a market research aimed at studying the position of bicycle brands and analyzing consumer behavior.
In a saturated market, the company faced a lack of information to form an optimal strategy for the development and promotion of managed brands.
The method of personal interview (face-to-face) was chosen as the research method.
Interviews were conducted with buyers of bicycles who have bought a bicycle within the last two years or are going to buy it within the next 3 months in the price segment “4 thousand UAH+”
A total of 704 respondents were interviewed in Dnipro, Kyiv, Odesa, and Kharkiv.
As part of the research project, the following were analyzed:
- bicycle buying strategies
- purchase structure
- sources of information about models and brands of bicycles
- brand health and brand loyalty (Brand Health and NPS)
- emotional perception of brands
- customer profiles of various consumer segments
- motives and barriers to purchase
The detailed segmentation of buyers allowed to give the recommendations as to work with the agents of influence when selecting a bicycle, the strategies of influence of the specific segments, the ways to correct the image characteristics of the brands and the peculiarities of their promotion.
The quantitative marketing research is an efficient tool to analyze the brand health at all stages of its life at the market.
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