Page 25 - IMUNIS

CONSUMER PURCHASE MOTIVATION

ANALYSIS

55% professionals of the 12 / SLAM BRAND ANALYSIS

sport :

racers chasing down the newest
speed-boosting technologies.

45% amateurs:

casual boaters who just want to catch
enough wind to enjoy a peaceful
afternoon on the water

Word of Mouth
IMUNIS
First Timer

Low Cost
Technicality
COMMENTS

' There are a lot of amateur practioners in foiling:
mainly people who likes watersports and outdoor
sports in general. '

' This shows that there are also people that do
foiling in a more casual way compared to the pro ' This is reflected in the purchase motivation
athelets. They have lack of experience leading to since still the first reason is technicality
high risk of accidents. ' amateurs buy fooling garments considering
price of word of mouth '