Title: Different spokes: a multidimensional scale analysis of market segmentation in mountain biking

Authors: Kieren McEwan; Neil Weston

Addresses: Department of Sport and Exercise Science, University of Portsmouth, Spinnaker Building, Cambridge Rd., Portsmouth, PO1 2ER Hampshire, UK ' Department of Sport and Exercise Science, University of Portsmouth, Spinnaker Building, Cambridge Rd., Portsmouth, PO1 2ER Hampshire, UK

Abstract: Utilising a multidimensional scale analysis and a product content analysis this study sought to investigate and model the mountain bike market. A pairwise questionnaire was devised and distributed through two online forums gaining 101 responses from regular mountain bikers. This was supported by a content analysis of 218 bikes offered to the market by eight manufacturers, in order to evaluate the nature of the mountain biking consumer landscape. The findings indicate the existence of six segments within the mountain biking market (cross country, trail, all mountain, enduro downhill, gravity and freestyle). The study also found evidence to suggest that the market is hierarchical in nature. It was concluded that mountain biking becomes increasingly specialised and fragmented from the median point of the hierarchy, where all six market segments become apparent.

Keywords: mountain biking; extreme sports; fragmentation; market segmentation; multidimensional scale analysis; social construction of technology.

DOI: 10.1504/IJSMM.2017.085529

International Journal of Sport Management and Marketing, 2017 Vol.17 No.3, pp.162 - 181

Received: 25 Jul 2015
Accepted: 29 Jul 2016
Published online: 30 Jul 2017 *

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