Quantitative and qualitative analysis of potential private and professional camping vehicle owners as sharing economy customers in the german market

: strategic marketing recommendations for Indie Campers

Abstract

A number of new business models have emerged in recent years, focusing on alternative ways of consumption by sharing and exchanging products. This so-called sharing economy invites established companies to pick up on this trend. This research addresses the German market potential for Indie Campers to expand its current digital caravan rental business with a digital marketplace offering peer-to-peer services. Based on a conducted qualitative and quantitative research approach, this paper adds valuable insights into how Indie Campers could gain a foot-hold in the German market by identifying strategic marketing recommendations to boost the listings of private and professional owners of motorhomes on the Indie Campers marketplace. The results show that the main motivations to register are economic advantages and fun. Fur-thermore, the findings advise Indie Campers to offer and optimize services that do not yet exist on the market for private and professional owners to reduce registration barriers. In terms of communication, Indie Campers is recommended to start a social media-based communication approach with a combination of different marketing channels targeting the younger generation as the target group.

Date of Award	26 Jan 2021
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	João Cotter Salvado (Supervisor)