Analysis of Biker Fashion Consumer Behavior in Cúcuta as a Basis for Generating Value Propositions in the Sector

Abstract

The growth in motorcycle use in Cúcuta has driven changes in mobility and in the consumption of products related to biker fashion. Currently, motorcycle clothing not only serves a protective function, but also represents identity, style, and a sense of belonging within motorcycle culture.

The research analyzed factors such as safety, aesthetics, comfort, price, and functionality, identifying that elements like certified helmets, jackets, and reflective garments are essential for motorcyclists. In addition, the study showed that biker fashion has evolved into a more urban and functional style that combines protection with personal expression.

Through the use of Microsoft Power BI and sales data analysis, consumption patterns, best-selling products, and purchasing preferences between physical and online channels were identified. The results provided strategic information for the development of value propositions focused on the needs and habits of biker consumers.