Browsing by Author "Sethi, Sanya"

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    Sportzy-Sport it up
    (MICA, 2018) Jain, Aditya; Patel, Priya; Singh, Raunaq; D’Souza, Ryan; Sethi, Sanya
    Children being the discoverer consumer segments, since the decision makers in terms of what and where to join in 70% of the cases are parents, who will find a place which is convenient for them to manage. This makes children discover new sports in every vacation. They act as our early adopters, since they are enthusiastic enough to try new features, options and variety offered to them. Parents are the major source of word of mouth marketing, since most of the young parents of such age group and constantly searching for best options available for their kid and are supportive enough to go an extra mile to make their kid learn things with better resources and training. Variety and quality sensitivity is more than price sensitivity in majority of the cases.