WEDNESDAY APRIL 25, 2012
Research has confirmed what we already knew for a long time: consumers prefer to buy their new bicycle from specialist dealer shops. Last year, ETRA's Dutch member BOVAG conducted a consumer survey concerning the purchase of new bicycles. The results of this study are very encouraging: 84% of the respondents would go to a specialist bicycle shop nearby to buy a new bicycle.
- 84% of respondents would go to a bicycle shop nearby to buy a new bicycle, while 9% would buy their bicycle through Internet.
- More than half of the respondents would opt for a city bike, whilst 1/5th of them would rather go for a sportive bike and 15% for an electric bicycle.
- Whilst 9% of all respondents would buy through Internet, in the group of consumers who would buy an electric bike 12% would use the Internet for their purchase.
- BOVAG also asked for the preference for a shop as opposed to the Internet in relation to price difference. If the shop is 5% more expensive, 94% prefers the shop as opposed to 6% for the Internet. If the shop is 15% more expensive, the relationship is 55% - 45%. If prices in the shop are 30% higher, only 16% will stick to the shop, whilst 84% will turn to Internet.
- Most respondents (41%) would buy a bicycle at prices in between € 300 and € 700. The average buying price would be € 628.
- According to consumers replies, the main advantages of buying at a bicycle shop nearby include:
o Advice on choice
o Professional staff
o Possibility for a test ride
Discussion"- 84% of respondents would go to a bicycle shop nearby to buy a new bicycle, while 9% would buy their bicycle through Internet." I do know of several surveys here in the US; these numbers mirror the findings precisely, with only minor variations for various market areas.
(By Kurt Pearson, May 2, 2012 18:31 | React to Kurt Pearson)