Examinando por Materia "Bicicletas eléctricas"

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    Motivadores de compra de bicicletas de montaña eléctricas eMTB en Manizales, Colombia
    (Universidad EAFIT, 2022) Zamora Arroyave, Héctor Santiago; Arango Pérez, María Camila; Agudelo Calle, Jhonny Alejandro
    The constant evolution of the sport and specifically of the cycling category in the world and particularly in Colombia as a country of high cycling culture due to its exponents in international races, make the country an active place where cycling is practiced in all its forms and categories, partly thanks to the topography of the various lands that are close to the main cities throughout the national territory. Between the practice of cycling at the national level and the acceptance of new innovative technologies among Colombian cyclists, the objective of this research was aimed to identify the main motivators for purchasing electric mountain bikes among current users of the product in the city of Manizales, with the purpose of identifying relevant aspects of the product purchase process, covering needs and inhibitors detected among users that can be considered as a source of base knowledge for future studies of the category. To achieve this, a documentary review of the cycling and e-bikes category and in-depth interviews to men a women between 40 and 60 years old were carried out, which allowed us to identify as a result the strong hedonic factor in the purchase decision making of these users, bases mainly for need of satisfying their need of enjoyment and pleasure. Where technology and the amplification of emotions play a crucial role in the purchasing process.