The sociocultural segmentation of biking proposed in Chapter 1 differentiates biking in India on the basis of related biking needs. The first stage of analysis therefore is focused on establishing the significance of the proposed biking segments: bread-and-butter biking, travel-and-comfort biking, social-networking biking, dexterous and exploratory biking, and high-esteem biking.
An extensive qualitative database was generated for the question, “Why do you ride a motorbike? Give three reasons.” The following sections illustrate a few examples of the responses to this question from the respondents belonging to different biking segments. The qualitative responses given to this question ...
