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This survey was cross‐ tabulated and then analyzed by several demographic factors including age,
income level, gender, and education.
Marketing implication from these cross‐tabs will be indicated in the appropriate sections. It is important
to note initially, however, that in many of the sub‐categories of the cross‐tabs, the low number of
people in the sub‐group makes the sample not statistically significant. We will still make some marketing
comments, however, since these sub‐groups can be treated in the same manner as “focus group” and
can provide some very useful direction.
The age distribution of the survey can be seen in the graph below.
Age distribution:‐
So the out put of this report, mainly will reflect the opinion 20s till 40s.
This survey was answered by 79 indivaduales from different background and different cultures almost all of them
are very well educated.
Income Ranges:‐
Most of the people are allocated between 25,000 & 45,000 €
Gender:‐
More men answered the survey than women by 65.8% versus 34.2%
Measuring the demand.
To be able to measure the actual demand from the survey we have to analyze many things 1st the
people whom are not familiar with diving. Because the people who have a diving experience are already
demanding the service. (We will see this later)
In the coming Pie chart we’ll see the ratio between the people with a diving back ground and people
with no diving back ground.
As we can see that the percentage of the people with diving back ground is only 39%while in the other
hand the percentage of the people with no diving back ground in 61%. This means that the diving
market is still not well known to a lot of people.
This will lead us to an important question, How Many People Are Interested From The 60% (People
with No Diving Back Ground)?
9 Actually we received 3 answers (Yes, Maybe & No)
As we can see that almost all of the people who have no diving back ground are interested,
they represent 37.9% from the whole Market, that indicate that the market is not saturated yet, we still
have an extremely great chance to win those people as customers by increasing the awareness of diving
in the market.
So if we calculated the demand in the market will find out that:‐
The demand in the market can be seen as the red color area in the pie chart which is 77% from the
whole Market.
• 19 and under :
Nil
• 20-29 :
• 30-39 :
• 40-49 :
• 50-59 :
• 60+ :
My own comment on the above Graphs we can see that:-
• Unfortunately we couldn’t gather information about the age on 19 & under, but from my own
experience in the consuming behavior acts of this age group I could predict that they will go for
Romance, Adventure & Fun.
• In the twenties it’s obvious that they are interested in Advancer most but this will decrease by
time as we can see in the thirties till sixties. And almost the same thing can be applied on that
people whom are interested in Fun but then for a reason or another their interest fades by time.
• And also Romance & Research are not related to age group.
• Most of the people who are interested in Research are very well educated so in away it’s related
to education level.
• And for Romance it’s not related to any tangible thing in the data we gathered, and it’s almost
constant as a ration with each age group.
• Socializing is an interest issue for twenties till forties.
• Meditation is only a matter of interest for the sixties.
• Nature, as long as the age increases their interest in Nature increase too.
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