Competency

Evaluate the role consumer behavior plays in marketing.

Scenario

You are the marketing manager for Best Fitness. The firm markets athletic footwear, sportswear, and accessories. Best Fitness has a reputation for manufacturing the finest products and is the leader in the industry. Recently they have been thinking about introducing a line of sportswear, but are not sure about the timing. Your manager, Michael Groza, asked if you are aware of any industry developments that will help the firm in the marketing of a new line.

Instructions

In a written proposal to Michael Groza, address the following regarding industry developments:

• Identify recent consumer behavior trends influencing Best Fitness.
• Explain the trends in the athletic sportswear industry impacting consumer purchasing decisions.
• Explain why Best Fitness should increase their consumer behavior research and how this will help them meet their goals.
• Recommend a target market for the new line of sportswear using demographic, psychographic, behavior and benefit segmentation variables.