An assessment of consumer behaviour within the Maltese competitive cycling scene (with reference to local road cyclists and triathletes)

Abstract

Purpose The purpose of this paper is to study competitive cyclists’ and triathletes’ purchase behaviour of bicycles in Malta and understand how they select retail outlets. Approach A survey was developed and distributed amongst the specified population in order to gather information relating to factors that have an influence on purchase behaviour of bicycles. Patterns and conclusions were drawn up, based on data analysed. Findings Through an interpretation of data, conclusions regarding determinants of customer choice in this specific scenario of competitive cycling, were drawn. In more detail, it was made clear that local cyclists and triathletes are most influenced by factors directly influencing products e.g. price and customer service. Social aspects such as ‘use by professional athletes’, proved less influential. When selecting a bicycle store, this trend is mimicked, with price, customer service and product range being top determinants. In comparison, convenience of purchase through location, store design and opening hours are less important. Research Implications The findings are an initial attempt at gathering information relating to local competitive cycling. Further studies focusing on qualitative research could provide more depth to the topic. Practical Implications The findings show that in order to meet customer needs, local cycling stores must focus efforts at promoting price and customer service in order to boost sales. Value In Malta, both cycling and triathlon are minority sports, gradually increasing in popularity. This study is the first of its kind, to gain an understanding into how this community undergoes purchase decisions and is valuable to retail outlets.