When determining marketing strategies, it is important for the companies to be aware of the consumers' perspective. This paper, focusing on bicycle consumers, investigates the influence of reference groups on the consumers connection and their purchase intention to various bicycle brands. Product advertising does not have much impact on the participants when it comes to choosing which bicycle to purchase. When purchase a new bike, the internet, bike reviews, magazines, and bike shop recommendations are the most used reference sources. The common advertising medias, such as television and radio, are not referenced at all. The brand recognition and brand association are also analyzed. The pattern identified in this research could be beneficial for the bicycle industry and brand managers to make marketing decisions.
Reference groups, branding, brand preferences, brand associations