Behavior Factors
I Users enjoy fitness activities not as a means for a healthy life but as mtnnsrcally enjoyable activities in themselves.
I Users spend money on gear, typically sports equipment
! Users have active lifestyles that include some sort of recre~ atlon at least two to three times a week.
2.1.2 Market Needs
Pegasus is providing the skating community with a wide range of accessories for all variations of skating. The company
seeks to fulfill the following benefits that are important to its customers:
I Quality craftsmanship. The customers work hard for their money and do not enjoy spending it on disposable products that work for only a year or two.
I Well-thought-out designs. The skating market has not been addressed by well-thought-out products that serve skaters’ needs. Pegasus’s industry experience and personal dedication to the sport will provide it with the needed informa
tion to produce insightfully designed products.
I Customer service. Exemplary service is required to build a sustainable business that has a loyal customer base.