Sports consumer behaviour: Identifying specific segments of recreational cyclists
(A2023-114221)

AUTHORS

Eva Bundsag, University of Szeged, Faculty of Economics and Business Administration

ABSTRACT

Abstract Cycling has become a popular activity, and in recent years cycling tourism has boomed, demand for bicycles is rising and the market is expanding. The present research focuses on a segmented approach to the cycling population and aims to identify specific segments of recreational cyclists. The results of the research suggest that segmentation among cyclists makes sense as well, as well-defined segments with specific characteristics, motivations and habits can be developed. Based on the questionnaire survey, which included 246 responses from respondents, six cycling segments can be identified, with differences in awareness, preparedness, community activity, event attendance and preferences. The results are also relevant from a practical point of view, as the characteristics of the segments can be used to reach cyclists more effectively, target them and offer them a personalised offer.