The research for this will come down to three different categories of research in to the target market are Location, Age Range & Gender as I believe by looking at these three I will be able to gain enough information to base the logo design on. These are going to be the only three researched as there are other identity facets such as sexuality and race but I believe that these aren't appropriate to my design choice as they wont make a difference.
MARKET LOCATIONS
Firstly I came to the decision that due to the nature of the company being a small start up company providing specialist products and also due to the fact that the nature of the size of the bike makes transportation and delivery choices limited without it becoming overly expensive so therefore it was outlines that the target market for the product is Europe as transportation to far Asia, Oceana and the Americas would be too costly for such a small company. The below statistic that shows the extent to which bicycles and cycling take in the global sports trade proving that through the designing of an effective logo tartar bikes could take part in the biggest global sport market ensuring the rise in sales of the products;
"The NPD data, provided exclusively to Bike Europe, further notes that bikes, as well as the related parts and accessories including apparel and footwear, holds a 14% share of the global sports market. With that the global population devoted 14% of all expenses on sport towards bikes and the related parts and accessories in 2012. Including the sale of bicycles for day-to-day transportation this makes cycling the biggest single category in the worldwide sport market. The sport market was valued at € 272.6 billion (US$ 360.6 billion) in 2012 by the NPD Group."
Every year the Copenhagenize Design Company EU partake in an in-depth research in to usage of bicycles in the biggest cities across the world and yet again they have released their statistics for 2015. Their research doesn't take in to context every country in the world as they only include cities with an overall population of over 600,000 and also leaving out some cities due to political or regional issues to make the survey as accurate as possible. This research is then collaborated in to one piece of graphic design of which displays the information from the survey and below is the piece of design showing the top 20 bicycle using cities in the world; By looking at the design it becomes immediately evident that choosing Europe as the target market of tartar bikes is the perfect choice, as 17 out of the top 20 highest bicycle using cities of the world are in Europe.
AGE RANGE
The next thing to look at is the age range of the target market of bikes users in Europe. In a survey by the European Commission for Mobility & Transport in which they tried to identify the uses of different modes of transport and how these uses differ between age groups, specifically for walking and cycling. In the survey they identified the percentage values of which people use what modes of transport in day to day life;
This research shows that between walking and cycling the only age group in which walking takes the higher proportion is the 25-29 year olds and the 75+ years category and this is understandable due to the need for motorised vehicles in the first age group and the inability to use bicycles in the older age category. The research shows that the major age groups of which have a higher percentage use of bicycles (excluding the younger age groups from 0-17 due to the nature of the tartar bikes product being a specialist more expensive product and therefore not being appropriate for the age groups) are the 18-24 year olds, 40-49 year olds and the 60-74 year olds. Although this is present all the other age groups still have a considerable percentage of contributors still using bicycles showing overall that even through there are certain groups of which use the most such as the younger generation using and an appropriate mode of transport and the older generations that cycle as more of a hobby/past time cycling is a big part of most of modern day society age groups. This meaning it is important to design the logo with a wide age range target market in mind.
GENDER
Finally its time to look at the use of bicycles and its links to gender. In a study of research partaken by the UK Department For Transport in to cycling they identified that men make a much higher percentage of journeys by bicycle than women across all age categories peaking at just below 40% at the 40-49 years age group where as women peak at a use of only below 20% meaning that males make up thew vast majority of the target market for tartar bikes. Although these is the case and even after looking at the evidence I still believe that the bike should be designed as close to unisexuality as it possibly can be as this is better for a specialist market product and the actual style of the bike itself.
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