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The Waverider 2004 report reflects data collected from surveys conducted during the summer of 2004. Beginning with an executive summary, which profiles surfers, the report has three following sections: 1) hardgoods, 2) softgoods, 3) Lifestyle and Influences. The report includes participation patterns demographics and crossover sport participation; brand preferences and purchasing behaviors and influences. Comparative analysis and trending comments are also included with each of the ‘top brands’ charts. The brand preferences charts in the hardgoods and softgoods sections rank the top ten brands of surfboards, bodyboards, wetsuits, leashes, traction pads, waxes, T-shirts, board shorts, jeans, casual shorts, skate shoes, sandals, backpacks and sunglasses compiled from results of top-of-mind responses. The ‘top brands’ section is followed by average prices paid for each of item, number purchased per year, frequency of shopping, and types of stores where apparel and hardgoods are purchased. The influences charts rank the top 10 reasons for making a purchase; how they learn about new brands, what they do with their free time and what they typically do online. |
