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The Importance of Segmenting Firearm Owners
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Comfort/fit & feel are more important to the Social Shooter than the Hunter.
Debbie Defense is most likely to buy from general sporting goods stores.
Urban Recruits are most likely to value firerarms that are used by professionals.
Skills Builder is more likely to buy online.
Guardian Gary puts more emphasis on high performance/accuracy than Protectors.
Urban Recruits makes their purchases at outdoor specialty stores.
To Have Fun with Friends and Family: To Be Proficient with Firerams:
Visit www.southwickassociates.com/commercial/firearms-consumer-segmentation/ for more details. To learn how NSSF’s segmentation insights can be customized to help your business, contact Nancy Bacon, Vice President, Southwick Associates, [email protected] or Jim Curcuruto, Director of Industry Research & Analysis, NSSF, [email protected].
Firearm owners do not share the same motivations for owning a firearm
They don’t agree on the most important features to look for in a firearm
You will not find them shopping at the same store
Conducted by: National Shooting Sports Foundation, Southwick Associates and The Brand Depot, LLC
THE BRAND DEPOT, LLC
HOME PROTECTO
68 YEARS OLDLAPTOPDOORWAY- PROTECTORHandgun & semi-auto shotgun
Consumer Segmentation Analysis of the
U.S. Commercial Firearms & Accessories Market
5%
10%
19%
26%
31%
36%
45%
86%
Collector
Hunter
Social Shooter
Urban Recruiter
Protector
Guardian Gary
Debbie Defense
Skills Builder
1%
1%
2%
5%
7%
14%
17%
73%
Urban Recruiter
Collector
Skills Builder
Debbie Defense
Protector
Guardian Gary
Hunter
Social Shooter
5%
10%
19%
26%
31%
36%
45%
86%
Collector
Hunter
Social Shooter
Urban Recruiter
Protector
Guardian Gary
Debbie Defense
Skills Builder
1%
1%
2%
5%
7%
14%
17%
73%
Urban Recruiter
Collector
Skills Builder
Debbie Defense
Protector
Guardian Gary
Hunter
Social Shooter
