ABSTRACT
The 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. The rational needs like “fuel efficiency” and “economy” dominate over the need for an “affective experience.” Greater importance of the needs of “accessibility” and “commuting” differentiate a social-networking biking from travel-and-comfort biking. In the last stage of this qualitative analysis, the need for “affective experience” was further analyzed to investigate the intensity of affective experience related to each biking segment. The use of the open-ended question in survey questionnaire proved to be a useful strategy to record the emotional needs, aspirations, beliefs, and expectations of bikers from their bikes. The results of the content analysis establish that the need for an affective experience is the most popular need of bikers in India.
