The antecedents of cycling behaviors and consumption patterns in Thailand

This topic of this study is “The antecedents of cycling behaviors and consumption patterns in Thailand” in which the topic is a part of a contemporary topic in marketing on the area of health and society. This study is conducted due to the dramatically increasing trends of cycling in Thailand since the late 2010, resulting in the growth of the bicycle-related industries, and changes in customer behaviors, and lifestyles.The research objectives were to analyze characteristics of the target respondents, identify the changes in behavior and after the target respondents are interested in cycling, and to determine differences between groups of target respondents based on different aspects of traits and factors.The exploratory research was conducted by desk research and in-depth interviews in order to gain overview of the industry, opinions, ideas, and effects of cycling on physical mental, and consumption. The descriptive research was conducted using online questionnaire in order to statistically analyze and quantify the key findings derived from exploratory research with 235 sample size to reflect the total population. The key findings of this study show that nowadays people use their bike for exercising rather than commuting. The majority of them spend approximately THB20,001-40,000 on bike related products. Before purchase decision, the factor that people care the most is the physical shape and design of the products rather than the price. The antecedents of cycling behavior on dietary, physical, and emotional/mental aspects are that over 62.1% of the respondents care more on their nutrition, 84.7% of them admit that their overall health is better, and 82.6% admit that they feel more refreshed.