DEMA has announced an updated profile of several market segments
within the diving population developed by using the AnySite Marketing
Information System, produced by Pitney Bowes. The profiles are broken
into four separate categories; (1) Who is the Open Water Diver, (2) Who is the Diver Buying Equipment (hard goods), (3) Who is the Continuing Education Diver and (4) Who is the Diver Traveling to a Resort.
“The objective of conducting this research is to help DEMA-Members
acquire more new customers or re-activate divers who have been out of
the water for a time,” commented Tom Ingram, Executive Director of DEMA.
“ Having these updated diver profiles available to our Members will
allow them to have a better understanding of their current and potential
customers, how to reach the potential new customer and how different
promotions can work to generate additional business of each life-stage.”
The multivariate study uses 16 data points ranging from age,
income, net worth, and home ownership/value, to stages of family life
and education, employment and other behaviors that govern their
recreational purchases. Understanding these variables provides a clear
awareness of customer buying behaviors and understanding of where to
find more and similar customers, and is more reliable than single
variable studies using age or income alone.
Colorful infographic posters which summarize key findings of the study are available online now for all DEMA Members to view, download and share with their staff. If
you have any questions about these findings please contact us at US
toll free (800) 862-DIVE (3483) or (858) 616-6408 or email us at info@dema.org.
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