How are customers to choose?

The value of many bicycle components is measured against weight. Customers expect and are willing to pay more for components that weigh less than a less expensive alternative. 

Looking at the example of seat posts, the cost vs weight has been plotted against one another. What one would expect to see is a linear relationship between these two references available to the consumer. It appears to be the case however that this relationship becomes unclear when considering the difference between seat posts made from carbon fibre vs aluminum alloy. those made from carbon fibre feature a relationship that trends towards and increase in price with weight reduction yet this features turmoil within the relationship, attributed to niche brands, more complex manufacturing techniques and design features such as vibration damping.

This graphs helps to demonstrate the added value that can be generated through design and engineering but offers few clues to the consumer where this value is going to benefit them. 

It is through this research that I can only stress the importance of communicating features of the design that may benefit the rider, instead of relying on simple common understanding that lighter weight products command higher pricing. 

 Aluminium

Carbon Fibre