Factors influencing purchasing decisions in cycling in a country comparison

The dataset documents which factors influence purchasing decisions for cycling products among cycling-interested respondents in Germany and the USA (surveyed in May 2025). Results are compared across ten decision factors, from quality and price to sponsorship and traditional advertising.

Quality ranks first in both markets: 60% in Germany and 56% in the USA. Price follows closely in both countries — 47% in Germany, 50% in the USA. The widest gap between the two markets appears on brand name: 40% of US respondents cite it as a factor, compared to 26% in Germany. A similar spread is visible for sponsorship in cycling: 26% in the USA versus 16% in Germany. Ratings and reviews are cited by 38% of US respondents and 33% in Germany. Recommendations from professional athletes stand at 27% in the USA and 20% in Germany.