Customer Perception Towards Electric Bikes in the UK - Essay Example

?Consumer Behaviour A Research Proposal on the Perception towards Electric Bikes in the UK Markets Introduction Marketing Marketing is defined as the process or the activity of creating, informing, delivering and transferring of goods or services that create value to individuals in the society (Gundlach, 2007). Consumer Perception Perception is a psychological term that defines the capability of an individual to construct a sense of reality from the situations they face. According to Chu and Lin, (2013) as well as Evans, Jamal, and Foxall (2009), consumer perception studies attempt to explain the reasons behind buying decisions and the strategies necessary for influencing them. Electric Bike An electric bike or a scooter is an enhanced form of conventional bike that is operated by a battery. According to Graham and McGowan, (2008), electric bikes were first developed in Switzerland in 1980. These bikes use rechargeable batteries with the capability of converting electrical energy into mechanical energy. They use direct drive or geared motor units. Electric motorized bicycles vary in cost and complexity. The key consideration associated with the acquiring of electric bikes is the range. This range is affected by factors such as battery capacity, motor efficiency, aerodynamics, weight of the bike and the rider (Lamy, 2001). Advantages of the Electric Bikes Jamerson and Benjamin (2009) assert that electric bikes are associated with numerous benefits as compared to conventional bikes or motors vehicles. They are effective for mountain climbing compared to conventional bikes because less energy and effort is required when riding them. Electric bikes are safer to use on rugged terrains or steep road junctions compared to cars. The running cost of electric bikes is lower compared to that of cars. Frequent use of the electric bikes enhances physical fitness. They vehemently promote green technology compared to motor vehicles or cars owing to the low energy consumption of the batteries. Their use reduces environmental pollution as it does not involve burning of fossil fuels like the case with vehicles. However, Jamerson and Benjamin (2004) warn that although these bikes reduce air pollution, some of their aspects such as disposal of worn out batteries pollute the environment. Hypothesis The consumer perception of the electric bikes is favourable. This is because it is technological enhanced compared to conventional bikes and associated with numerous benefits compared to motor vehicles or motor bikes. Aim The aim of the study is to identify the perception of the consumers towards the purchase of electric bikes. Objectives of the Study 1. To know the perception of the consumers toward electric bikes 2. To identify the awareness level of consumers on electric bikes 3. To determine the factors that influence consumer choice when buying 4. To find out other factors that affect the buying decisions of electric bikes 5. To find out the post purchase experiences and benefits of the electric bike to the costumer Some of the questions that will be included to gain insight on the proposed study include: 1. Are you informed about electric bikes? 2. How did you become aware of electric bikes? 3. How many members of your family are eligible for riding electric bikes? 4. Which features would you consider when buying an electric bike? among others Statement of the Problem Although the electric bikes have been on sale in the UK for some time, most people still prefer to use conventional bikes as compared to electric bikes (Drane et al., 2009). The research yearns to explore one of the factors that could be preventing customers from buying electric bikes. Sample The sample size will be 200 respondents. Survey Area The study will focus on the West End and East End districts of London. Half of the respondents will be outsourced from the West End region of London city while the rest will emanate from the East End district. This will enhance balance in terms of economic disparities i.e. the West End is characterised by the rich elite while the East End is normally inhabited by low income earners. Sample Characteristics The research will target people of different age groups and occupations in the two districts i.e. college students to working men and women. Sampling Method and Data Collection The stratified proportionate sampling method will be used (Ardilly and Tille?, 2006). The population will be divided into four strata namely working women (40), working men (40), college boys (60) and college girls (60). Most of those that are working will be contacted through telephone and the appropriate time arranged for filling of the questionnaires or conducting the personal interviews. The questionnaires can also be delivered in their backyards upon request. If their schedules are extremely tight, phone interviews will be preferred. Questionnaires will be appropriate for college students because they will be provided with ample time for filling. Multiple-answer questions are also easy to answer. Data Collection Data collection will involve both primary and secondary sources. The primary method of data collection will involve questionnaires and personal interview methods. The questionnaires will be predominantly characterised by multiple choice questions to enable easier and simpler tabulation and analysis. However, opinionated sections will be included for further analysis of the genuine perceptions of the costumers on electric bikes. The personal interviews will be appropriate because most of the respondents are busy with their schedules i.e. minimum time will be spent while interviewing. Secondary data sources will provide information to the various uses of electric bikes as well as its comparison with conventional bikes and motor cycles or vehicles. This will be outsourced from journal articles, manufacturers’ records, public research studies, university research bureau and books. Data collection will be conducted in six colleges with each providing ten boys and ten girls i.e. four students from both first and second grade and six from both third and fourth grade. After seeking permission from the college administration, the potential respondents will be informed about the study details and requested to fill the questionnaire. The time period will be set to a maximum of one week. Statistical Tools The statistical tools that will be incorporated in the research process are percentage analysis, weighted average, pie charts and bar graphs (Bell, 2010). Limitations The assumption that the feedback and details obtained from the customers are true is a limiting factor to the study. The study might also be limiting because it depends on the availability of the customers. However, this will be solved through the use of questionnaires that are simple to fill and personal interviews that can be conducted through telephone or internet. Some of the consumers might be reluctant to fill the questionnaires, terming the process hectic. Some may even be unwilling to be genuine on the details being requested. The sample size may not represent the actual feeling of the customers of the consumer population. Timescale The most efficient time scale for the research is one month. Preparation of the questionnaires will require three days, distributing and collecting the questionnaires as well as conducting personal interviews will be carried out in two weeks. Data analysis will be undertaken in less than two weeks. Conclusion The advantages accrued from the use of motor bikes paint an appealing picture and form a favourable perception by the customers of electric bikes. Therefore, the manufacturers of these bikes should come up with better technology that improves the quality of electric bikes i.e. increasing the battery life. The results of the proposed research are necessary in the enhancement of efficient measures necessary in changing the consumer perception towards electric bikes. This will enhance their application in the UK. References Ardilly, P. & Tille?, Y. (2006) Sampling methods, New York, Springer Science Business Media, Inc. Bell, J. (2010) Doing your research project, Maidenhead, McGraw-Hill Education. Chu, S.C. & Lin, J.S. (2013) ‘Consumers' Perception of Corporate Social Responsibility in the United States and China: A Study of Female Cosmetics Consumers’ International Journal of Strategic Communication, vol. 7, no. 1, pp. 43-64. Drane, P., Drane, M., Farrow, N., World Wide Entertainment (Firm), Pipeline Media (Firm), & Edit Shop (Firm. (2009) Green matters: Disc 5, Episodes 17 to 20 East Melbourne: Pipeline Media [distributor]. Evans, M., Jamal, A. & Foxall, G., (2009) Consumer behaviour, Chichester, John Wiley and Sons Ltd. Graham, B. & McGowan, K. (2008) Bike, scooter, and chopper projects for the evil genius, New York, McGraw-Hill. Gundlach, G. T. (2007) ‘The American Marketing Association's 2004 Definition of Marketing: Perspectives on Its Implications for Scholarship and the Role and Responsibility of Marketing in Society’ Jpp & M : an Annual Publication of the Division of Research, Graduate School of Business Administration, the University of Michigan, Journal of Public Policy & Marketing, vol. 26, no. 2, p. 243. Jamerson, F.E. & Benjamin, E. (2004) Electric bikes worldwide reports: 10,000,000 light electric vehicles in 2004 Naples, Fla: Electric Battery Bicycle Co. Jamerson, F.E. & Benjamin, E. (2009) Electric bikes worldwide reports: Light electric vehicles, Naples, Fla, Electric Battery Bicycle Co. Lamy, V. (2001) Electric Bike 2000 Project, Montre?al: Transportation Development Centre, Transport Canada. Appendix Questionnaire I am conducting a research on consumer behaviour topic “Customer Perception towards Electric Bikes in the UK Markets.” I require your support and for effective completion of the research which will depend on your true and clear response. The information you provide will be kept confidential and will not be misused. 1. General information Name: .............................................................. Age: ................................................................. Gender: A) Male: .......................................B) Female: ............................... 2. Occupation (Put an X where appropriate) a) Government employee.................................................................... b) Private employee................................................... c) Self-employee......................................................... d) Others..................................................................... 3. Are you informed about electric bikes? (Put an X where appropriate) a. Yes........................................ b) No.............................................. 4. How did you become aware of the electric bikes? (Put an X where appropriate) a. Newspapers....................................................... b. Television advertisements................................. c. Friends/relatives................................................ d. Others................................................................ 5. How many members of your family are eligible for riding electric bikes (put an X where appropriate) a. Below 2............................................. b. 3-5.................................................... c. 5-7.................................................... d. 7 and above................................... 6. Which features would you consider would you consider while buying an electric bike (Put an X where appropriate) a. Appearance.................................. b. Speed.......................................... c. Cost.............................................. d. Others......................................... 7. Which factors would you propose as the reasons for the failure to purchase an electric bike? (Indicate with an X where appropriate) a. Expensive......................................................................................... b. Unaware............................................................................................ c. Not convinced........................................................................ d. Non-availability...................................................................... e. Others..................................................................................... Specify..................................................................................................................... 8. Suggest the most favourable price that would encourage you to purchase an electric bike ................................................................................. 9. Please provide your valuable opinion that can assist in increasing the marketing value of an electric bike. .................................................................................................................................................................................................................................................................................................................. Read More

 

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