Challenges and Opportunities
Quantitative Research Cites Public Interest, Pricing & Service Concerns
The American consumer's hunger for water-based recreation and desire to own pleasure boats may be at an all-time high. But in order to grow, the industry providing products, sales and service to this widespread market will need to make fundamental changes to keep current boat owners satisfied and attract new customers. These are the overarching conclusions of the "Boating Market Evaluation & Opportunities Study" recently issued by NMMA.
The quantitative report, which questioned approximately 2,500 recent boat buyers, former owners and potential owners, in early 1996, is the second step of what will be a continuing research campaign to clearly identify opportunities, problems and solutions for the North American marine industry. Following direction and review by the NMMA Market Research and Sales Promotion Committee (RPC), chaired by Jim Balkcom of Techsonic Industries, the study has been delivered to all association members with this summary report to be provided to all industry sectors. Members of the RPC prioritized the major findings of the study which follow.
