Nature's Candy 2.1.1 Market demographics The profile for Ncs customer consists of the following geographic, demographic, and behavior factors Geographics There is no immediate geographic target for NC. the only constraint of the Internet is that the majority of sales will be from within the U.s. due to importing/exporting tariffs that do not make it cost effective for an international order to be placed The total targeted population is 336, 428 Demographics Both male and female Ages range from 25-65, with 73% of the people coming from the subgroup of 26-37. Young professionals who work 40-60 hours a week and appreciate the convenience of purchasing over the Internet. 64% of the customers have attended colle Behavior Factors Are very cognizant of the their health 39% of the customers practice some form of yog 31% of the targeted customers are vegetarians. 9% of the target market are vegans(vegetarian that abstains from all dairy products any animal by-product) 2.1.2 Market Needs Nature's Candy is providing its customers with a wide selection of private label supplements. Nc seeks to fulfill the following benefits that are important to their prized customers. Selection: Customers demand a wide selection so all of their supplementary needs can be met by one store Quality: There are hundreds of different brands selling supplements within the U. s. Having consistently high-quality products is important because supplements are not government regulated and vary widely in quality and strength Customer Service: Consumers want to patronize companies that have customer service as a priority. Nc will be using Amazon. com and L L. Bean as industry benchmarks 1.3 Market Trends The market trend for supplements has seen a recent increase in sales as well as an expansion of product offerings. This trend is fueled by several factors An increase in holistic medicine relative to the traditional western view of medicine An increase in people's desire to monitor/manage their health this can be seen by the ncrease in fitness club memberships over the last five years2.1.1 Market Demographics The profile for NC's customer consists of the following geographic, demographic, and behavior factors: Geographics • There is no immediate geographic target for NC. The only constraint of the Internet is that the majority of sales will be from within the U.S. due to importing/exporting tariffs that do not make it cost effective for an international order to be placed. • The total targeted population is 336,428. Demographics • Both male and female. • Ages range from 25-65, with 73% of the people coming from the subgroup of 26-37. • Young professionals who work 40-60 hours a week and appreciate the convenience of purchasing over the Internet. • 64% of the customers have attended college. Behavior Factors • Are very cognizant of the their health. • 39% of the customers practice some form of yoga. • 31% of the targeted customers are vegetarians. • 9% of the target market are vegans (vegetarian that abstains from all dairy products or any animal by-product). 2.1.2 Market Needs Nature's Candy is providing its customers with a wide selection of private label supplements. NC seeks to fulfill the following benefits that are important to their prized customers. • Selection: Customers demand a wide selection so all of their supplementary needs can be met by one store. • Quality: There are hundreds of different brands selling supplements within the U.S. Having consistently high-quality products is important because supplements are not government regulated and vary widely in quality and strength. • Customer Service: Consumers want to patronize companies that have customer service as a priority. NC will be using Amazon.com and L.L. Bean as industry benchmarks. 2.1.3 Market Trends The market trend for supplements has seen a recent increase in sales as well as an expansion of product offerings. This trend is fueled by several factors: • An increase in holistic medicine relative to the traditional western view of medicine. • An increase in people's desire to monitor/manage their health. This can be seen by the increase in fitness club memberships over the last five years. Nature's Candy Page 3