Bublr Bikes Zachary Canner, Shagun Gupta, Erin Kopplin, Mortada Suliman,  Jeremy White

Bublr bikes is a bike sharing company located in Milwaukee, Wisconsin. It allows its customers to rent bikes from one bike station and return it to another station. There are many bike stations which are located all over the city and each station holds around ten bikes. Introduction

Introduction They provide convenient payment methods. There is a discount for college students. Benefits of renting bikes from Bublr are transportations, exercises, and navigation of the city. Introduction

Managerial Decision Problem How to make Bublr bikes more appealing to UWM students.  They are most interested in the infrequent customers, those who have used Bublr Bikes before but do not make a return purchase shortly after.  They want to know the difference in how regular and infrequent customers perceive this brand, and on what basis students make the decision to either use Bublr or not use it.  Once this information is found, their marketers can learn how to make the Bublr Bike more appealing to convert infrequent customers to frequent customers.  Managerial Decision Problem

   Determine the size and profile of the 3 segments.     Identify factors consumers consider when making purchase      decisions.     To identify why these three segments purchase differently.      To determine infrequent customers perceived quality.     To determine difference in regular and infrequent perceived value.     How to make Bublr Bikes more appealing to infrequent users. Research Objectives

Questions Have you heard of “Bublr” rental bikes? How frequently have you rented a “Bublr” bike in the last 3 months? (check the box that applies to you) Please choose your scale of satisfaction regarding “Bublr” rental bikes (please check one satisfaction for each service) Rate each of the following on your personal transportation usage; 1 being most used and 5 being least used. Questions

Data Collection Population: Entire UWM student population Method of Collection: survey Sample Size: 96 Data Collection

Data Summary Interested in: Sample Size: 101 people. Have used Bublr Bike: 43 people, 69% Most Common Transportation: Foot/car Satisfaction in Bublr Bike Usage: 56% people satisfied. When gaining information on these specific preferences, we can analyze what group of people are frequent and in- frequent Bublr Renters. Data Summary

Population Segment

Class Distribution

Gender Distribution

Importance of Decision Factors

Compare PQI & PVC

Conclusions and Recommendations Frequency Many Students do not use Bublr Bikes (80 non-customers, 9 infrequent users, 7 frequent users) Perceived quality vs. Value Bublr Bikes viewed as premium service High quality yet low value from customers. Recommendations: Better student promotions. Target larger campuses. Increase number of bike stations Conclusions and Recommendations

Critique Areas We Can Improve On: Try to have a bigger sample size. Possibly provide incentive for doing the survey Give respondents a chance to give more detailed answers Tie our research objectives to our questionnaire more How generalizable are our conclusions? Our conclusions are moderately generalizable since the sample size wasn't too large, but on the other hand our survey reflects the views of a variety of respondents.

Questions? Q & A Session