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Sports Stores
See also:
Costs of Distribution Channels
Sports Stores stock a wide range of sporting equipment including bikes that have been designed for active outgoing people. The staff at these stores do not know much about the bikes themselves, but they are knowledgeable about the purpose for which the bikes will be used. They tend to sell bikes at a higher price than department stores because they have a lower turnover and are able to offer extra advice which their customers are prepared to pay for.
Consumers who buy from these stores generally know what they are looking for in a bike, or at least the purpose for which they will use the bike. However they are less particular than racers, and may still buy bikes close to what they want if the bike best suited to their needs is unavailable, especially if it is a well-known high-profile brand.
Because they buy for a purpose they also tend to be prepared to pay more than those segments which are less specific.
Note: The Single-Player does not use the Sports Store channel.