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

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.