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Internally there''s been leisure time and motion in vogue. Because of consumers change their life style and raise standards of leisure time''s quality. Mountain bike are extensively sell and use by consumers and it becomes to represent of fashionable, delicate, tasteful, pleasurable, and sports. Products are tendency to develop more individualism and variation from consumers needs. How to understand consumer behavior, preferences, and cognitions of feelings of each consumer groups? That is very important affairs of product development to recognize before do it. It is appropriate to help developing new product on the positional of any consumer groups need from the marketing.
Our research purpose is probe into middle or high grade mountain bike from consumer with consumer behavior and image; so that, we can make sure consider factor and type of bike at present of domestic marketing of each consumer groups. For the purpose of resource are for enterprises interior to produce product development. Our research proceed adopt by survey and it includes three parts. The first is consumer behavior. The second one is consumers'' preferences and cognitions of feelings to product. The last one is consumers'' personal information. First of all, we discover diversity product on market domestic customs related to documents. There are many deferent consumer groups exist and have deferent product preferences situation. Does middle or high grade of consumer marketing by mountain bike which still have many different consumer groups exist and preferences? Research fellows are aimed at selling middle or high grade mountain bike from domestic market at present to conclude by three series: XC, all-rounder, and downhill. And then select one representative sample from three series. Besides, take for consumer''s product image with cognitions of feelings form 20 glossaries of adjective are screened off from 64 glossaries to make test survey. And then gather previously two series contents to proceed a large number by survey. Afterwards, analyze the data from the SPSS statistics software.
Research result reveals mountain bike consumer market includes six different consumer groups indeed in domestic. Those are practical group, motion group, fashion group, leisure time group, ride instead of walk group, and brand important group. Each group has different receivable of buying price. Among motion group, fashion group and brand important group may accept higher price such as NT$10,000~60,000. On the other hand, we discover from research (three samples of all), consumer ride bicycle more frequently that can more affected by product''s “fashionable image”. (Sample one), consumer could be more affected by product''s personality and profession image of superior grade comprehensibility on product. (Sample two) consumer could be more affected by product''s leisure time and male image of superior grade comprehensibility on product. Hope by way of this research of resources can supply bicycle industrial circles or academic circles.
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