DEMOGRAPHICS
● 25-65 Years Average Age
What is the basic factual
census-type information
on the target market as a
whole?
GEOGRAPHICS
Where does the target
market live and work?
PSYCHOGRAPHICS
What are the prevailing
attitudes, values, interests,
habits, opinions, and
approaches to life that this
target market shares?
BEHAVIOURISTICS
How does this target
market use and interact
with the product?
Include information on:
● $75,000 Average Family Income
● University or College Graduates
● Working professionals
● Proximity to Running/Walking Trails
● 80,000+ Population
● Edmonton, Alberta, Canada
● 81% Urban Population (Alberta) & 81.56% Urban Population
(Canada)
●
● The top 5 competition for Sports goods and apparel in Canada
are Nike, Adidas, Puma, Under armor and Lululemon (Brand
Finance, https://brandirectory.com/rankings/apparel/table)
Clearly describe the target market’s general approach to living:
● The target market for The Running Room are runners and
walkers. This demographic is usually people who stay physically
active or is in the look out for recreational activities that
requires to be in the outdoor. Various other factors also affect
the interest of the target market such as work, mental health,
physical health issues.
● The Running room targets people who are motivated to stay fit
and healthy through running or walking. The target market also
consists of those who want to start their journey to a healthier
lifestyle. Since pandemic there is a steady rise in the people
whose main focus is to stay healthy by staying physically active.
● The Running Room provides services, programs and goods to
the ones who show interest in physical activities such as
Marathon runners, athletes, joggers, etc.
● The Running Room caters to target market via in-store team
who are real-life runners, company’s website
(https://www.runningroom.com/ca), running room magazine,
150,000+ email subscriptions
(https://www.runningroom.com/ca/inside.php?id=3041), social
media platforms such as Instagram, Facebook, and Twitter.
● Taking into consideration the Covid -19 situation, The Running
Room also provides Virtual sessions with expert advisors on
Health, fitness and diet.
Include information on how and why consumers will buy the product as
follows:
● The Running Room services sporting goods which serves primary
purpose of walking/running. Therefore, the target market aims
at joggers, speed-walker, marathon runners. The target market
varies based on interests. The product use primarily serves the
function of staying physically fit and active. The Running Room
 sporting goods are manufactured specially to withstand the
North American weather conditions and therefore is a conscious
choice for the customers to choose the brand.
● The primary audience who seeks services of The Running Room
are heavily invested in self-Improvement. Consumers are
educated by the trained and real-life runners on the various
health benefits of walking and running. This includes mental and
physical wellness. Consumers can also participate with the
company by benefiting from the training programs offered
based on the skillset, Beginner to Marathon Runners.
Consumers in the Canadian region can book appointments
virtually for training and the advisors will guide the customer
based on the familiarity to the activity.
● Consumers avail services and goods from The Running room for
primary consumption. Shoes and apparels are purchased based
on the running/walking requirement and the level of difficulty.
Consumers are therefore, given the choice to choose from their
various collections based on their consumption frequency.
Clients can choose from
● Purchase if made by the customer of Running Room for
continuous and consistent use. Products are manufactured to
stay durable through North America weather conditions and
extreme physical activities. The niche clientele of The Running
Room also takes part in events and activities organized by the
company with the primary focus on the functionality of their
goods.
● The Running Room believes in creating a strong sense of
community for the clientele who shares the common interest of
running. This can be for leisure or competitive. According to The
Running Room website, the company has allowed the clientele
to form a runner’s club thereby actively participating in the
various events organized by the company. This builds a strong
community relationship within the brand which in-turn created
brand loyalty within the consumers.