The search strategy, characterized as market segmentation, constituted identifying consumer demographics and buyer behavior as one of the key variables in influencing the purchasing of the product in the specific areas of concern in this case a relatively young market, Kenya. Consumer demographics were one of the key elements as it could help the researcher determine if there were potential users of the product in the new market. In addition to that, the use of the internet played a critical role, in the modern age of computing to access information and data about the Eric Hamilton founded Hamilton Health, Inc., (HHI) gym devices, similar devices in the market which could present competion, the pricing and distribution channels of the devices and the best approach to reaching the market and provide these devices at competitive prices (El-Kahal, 2006). Among the key drivers in the strategy was to determine if the Kenyan market was feasible in terms of return on investment, whether the people of the country are able to afford the exercise machines by evaluating the country’s economic conditions, determining the projected consumer’s lifestyle, project the possibility of achieving sales volumes that can sustain the company and generate sustainable profits and revenue, estimate sales forecasts that can generate desirable profits, and identify if other exercising brands exist in the market, and the competition likely to be faced by the new entrants (Kotabe & Helsen, 2008). The marketing research will be scientific as its target will be to provide reliable data that can enable decisions to be made before committing any funds into the project. One of the most reliable tools will be the internet (Milele fitness, n.
Buying Behavior of the Exercising Product
Findings from the search indicated that the market is relatively young and the buyer of the gym Eric Hamilton founded Hamilton Health, Inc., (HHI) could be strongly influenced by needs of the target market. Statistical findings strongly link the need for exercising with the lifestyle of a cross section of all demographic distributions of the relatively young market. In addition to that, findings indicate that gym devices are concentrated in urban areas of the country and the idea of exercising for personal health is fresh for many Kenyans, therefore a ready market is available.
In addition to that, as more and more Kenyans are adapting to a lifestyle dominated by the influence of modern approaches to working without time for physical exercises and the comfort that comes with modern lifestyle, the need for exercising to preserve the health has become more critical. In the research study, based on a critical analysis of the buying behavior of the market, specifically targeting the consumer in terms of marketing inputs, psychological needs driven by culture, perception, attitude, and learning, and the purchase decisions driven by choice of product, and the location of the products in terms of distribution channels, there was reliable data to reinforce the need for Eric Hamilton founded Hamilton Health, Inc., (HHI) to take a strategic imitative to enter the market.
However, further research on international marketing need to be conducted to determine the most appropriate marketing mix for the product, identify the strengths and weaknesses of potential rivals, identify appropriate product design, product positioning, and the most appropriate product line, and in more serious terms, evaluate the possibilities of establishing a manufacturing plant in the target market.
(2006) .Introduction to international business. New York, McGraw-Hill. Kotabe, M & Helsen, K. (2008). Global marketing management, 4th edn. New York.
J. Wiley and Sons Milele fitness (n.d). Our Mission. Retrieved January 20, 2011, fromhttp://www.milelefitness.co.ke/