Gabriel Torres & Jeffrey Lamendola
II. Conceptual Statement
For – Demographics would be active parents between the ages of 35 – 55 years with an average income between $40,000 and $69,999 (Ibisworld) with young children. Zewik is focused on Northeast regions with hopes of expanding to the South, specifically the Carolinas as they have a hilly terrain. Who – This innovative hammock is for outdoor adventurers who want a lightweight hammock with extra comfort out of their camping and hiking equipment. Also provides the already present therapeutic attributes that a hammock offers such as being suspended and allowing the hammock to rock to let people fall asleep quicker.
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Also they are the segment with the discretionary income and the leisure time available to participate in spending recreational time camping. The psychographic targeted is active, adventurous, health-conscious families that enjoy participating in outdoor activities. As for current trends within the camping industry and the hiking and outdoor equipment industry, according to Ibisworld, the camping industry and the hiking and outdoor equipment industries are growing but at a slow pace. The hiking and outdoor equipment store industry is growing at a rate of 2.1% with a projected growth rate of 5.2% and the camping and RV industry is growing at a rate of 2.4% with a projected growth rate of 2.1%. Both are in the mature stage of the life cycle as consumer’s discretionary income is directly correlated with the state of the economy. Another trend is the increasing amount of participants in sports (Ibisworld). From the years 2004 to 2014, the number of participants has grown by 17.5% to 18.6% and is projected to rise to 19.2% of health conscious Americans in 2018 (Ibisworld). As health becomes a more disheartening issue, more Americans are becoming aware of the effects poor health can cause. Realizing that life isn’t measured in longevity but by the quality of it, is constantly reinforced by green initiatives by companies and food ads that feature