This also enables marketers to attain new ways to advertise to other consumers and other markets that are not buying so they can expand and reach maximum profitability. The DB data provided is important information gathered to develop a marketing strategy for each type of consumer, this information will help recognize patterns and difference amongst consumers and will help establish a strategic plan to market more effectively. 1 . Examine the DB data in Tables IA through AAA for differences among heavier consumers of the following.
Why do you think these differences exist? How would you use these insights to develop marketing strategy? A. Gourmet coffee bar After reviewing all the data from the tables over consumers who visited gourmet coffee bar or cafe in households, I began to see a pattern in institution amongst those who have children at home ages 0-and those who have a large house hold size. One thing that I noticed was that the house holds that had six people or more had a higher percentage in visiting a gourmet coffee bar or cafe.
A reason for this could be that the parents or other adults have more than one job to make financial ends meet or because they have multiple young children at home. When households are that big it is common that the consumer have multiple children at home, if there are multiple children at home then it is likely that the workload is bigger than smaller households. Another factor that could affect the frequent visits to coffee bars would be the age of the children, according to the data households, consumers that had children in the ages of 0-5, visited more frequently than those who had older children.
A reason for this would be the time and effort that younger children require; they need more attention, supervision and work than older children do. Also since young children demand more work and time, parents and other family members that live in the household don’t acquire the rest needed to start their day, which causes them to seek caffeine to help them stay awake and productive to make up for heir lack of sleep. Another thing that could also intrigue a consumer from a larger household with multiple kids ages 0-5 to go to a coffee bar is a break from the busy life.
A coffee bar allows the consumer to slow down and enjoy their quiet time away from their hectic schedule and fully relax. Another difference in consumers who visited a gourmet coffee bar or cafe was household income, education, tech savvy and occupation. After looking at the numbers I saw that consumers who had a higher degree and were professionals with incomes of $100, 000 + visited more frequently than those ho were not professionals and had only graduated from high school and make approximately $40, 000 to $50, 000 a year.
A reason for this could be that the consumers that have a higher degree and became professionals went to college and had to work really hard to get to the position to where they are, resulting in long nights and high amounts of coffee intake. Also, college students and professionals are more likely to go to cafeg’s to study, do homework or work because it is quiet and relaxing and also has wireless internet.
Another reason why I think there is a big difference is the location, in he data saw that the consumers who worked in production, labor or farming had a extremely lower percentage in going to these cafe and those who worked as professionals, managers and administrative had really high percentages. This data pushes me to conclude that cafes are generally located in areas where big businesses are established and not in places where there would be a warehouses or farms. Lastly I think there is a difference in consumption in house holds income due to the level of work.
For instance those consumers who are making 100+ usually tend to have jobs that require more work and hours in the office. This might be a factor in why they visit cafes more frequently because its in the area that they work and it is fast and easy to access coffee to help them through the long mornings or long work nights. The other workers one the other hand usually do hard labor work and just want to get home and sleep once they are done. B. DVD rentals think the differences in renting DVD’s exist for many reasons. For example the data shows that a single person rents more DVD’S than a person who is married or widowed.
I think that the reason for this is that single individuals usually have more time on their own and are more likely to go out and rent a DVD because they are bored and they are not as busy. Another difference that really caught my eye was that consumers of the age between 18-24 rented DVD’S two times more then any other age. I think that the huge difference here is because 18-24 year olds are usually the age groups that is graduating from high school and going on to college. They are also the age group that is more involved with the media, influencing them to want to watch the movies that came out on DVD.
I also think there is a huge difference in this age group because the older you get the more responsibilities you have. For example, those who are in the ages of 25-44 usually tend to have a family and career established, which cuts down their time In being able to do things like renting a DVD. C. Sports Drinks The differences in Sports drinks exist because not all consumers like sports drinks, also because there is a wide variety of other drinks that consumers can buy. Another reason that the differences exist is because sports drinks are usually bought and consumed by athletes.
This limits the market in beverages and in sales. From all of the data provided, it showed that there weren’t many consumers in this market, but the percentages were higher in he categories where there were children and bigger households. I think the reason that there is more consumption in these categories is because bigger households tend to have more children and by having more children, they are usually involved in various sport and activities. I also think that there is more consumption in these categories because bigger households tend to buy in bulks rather than individually.
By doing this they save money and trips to the grocery store. Also saw a difference in consumption between income and education. According to the data provided those consumers who had lesser income and education purchased more sports drinks than those who had any type of degree and made approximately a year. Think that difference exist because those individuals who have no degree tend to have jobs in places like construction and farming, which demands them to work hard and all day under the sun. This would increase the purchase of sports drink because they are relatively cheap and also refreshing.
D. Main order catalog The differences in main order catalogs exist because today we have alternative ways to shop whether it’s going to a local store or shopping online. From the data I observed saw that widowed individuals purchased more than those who were married or separated. I think that the reason for this would be because they have more money to spend. Also because they can do all the shopping they want from home and not have to travel to any location to get the products they want. Another reason would be that married and separated couples have less money to spend.
There was also a drastic amount in mail order catalogs purchases by females who were unemployed. I think that there is a lot more purchases done by this category because they re stay at home moms who have nothing better to do then shop. Also think that there is such a high percentage in purchases because it doesn’t require them to travel and allows them to shop from the comfort of their home. The biggest difference that saw in purchases from mail order catalogs was of those individuals whose occupations were in farming, forestry and fishing.
I think that this difference exist because farmers tend to live in areas where there are no or limited shopping areas, giving farmers less options to retrieve the products they want and need. Also think that the purchases are higher in his category than the others because mail order catalogs often specify in certain products that can’t be found in stores such as farming equipment, hunting equipment and fishing equipment. Having all of the data on what consumers buy and the way they consume I would begin by establishing a creative selling proposition for my product.
This is the most important and crucial part of the product because it create the image. After choosing my product and image would then list the target markets that would like to sell to, then I would refer to that data to see in what categories and locations my products would be most successful. After the target markets are chosen I would use the data again to help me determine if all the markets chose are going to benefit from my products and services. Then I will go back to the data and determine the ways am going to position my product.
For example: If I want to set up a cafe shop or sell my coffee in New York, would most likely advertise my product on a billboard. The data will also help me look into targets markets that have potential in prospering and will give me ideas on how to target them differently to gain their business. Lastly I would determine how to advertise y product from the data, for example if my cafe is located in downtown NYC would use direct marketing by handing out fliers or asking for their email at purchase so I could send them coupons and updates about products. 2.
Some people are more prone to be influenced by nutritional label than others. Use the DB data (Tables B through B) to examine possible characteristics of these consumers. How might the FDA in developing marketing campaigns related to nutrition use this information? It’s not uncommon to see nutritional labels on everything we consume. Labels are on everything from fast foods to grocery items, these labels are deed to products to show consumers what the product contains and how nutritional they are, they also are placed on products to display dedication and concern for the consumers health.
The information provided by the database can help in developing a marketing campaign in many ways, it can help choose the categories that are most concerned and influenced by nutritional labels such as: singles, widowed, divorced, unemployed, ages 55-64, women with 4 or more children and individuals who have a occupation in sales. It can also help recognize areas that aren’t as influenced and find says to campaign towards them and gain their business. Overall by having this information it will be easier to target more consumers effectively and make the campaign successful.
Chapter 3 Questions 1 . What characterizes individual with a traditional view of the female role? How do these individuals differ from those with a more modern view? (Use the DB data in Tables 1 B through B. ) Some characteristics that could be viewed as traditional roles are: religion, woman’s place at home, try to stick with a well-known brand and worrying about others getting private information. I chose these categories based on experience and prior knowledge of women’s roles in the past. For example: Women were expected to be home and raise a family while the male was out working.
This is the complete opposite of modern women today; modern women are now out working rather than staying at home just having children. Another characteristic traditional women had was others getting private information, in traditional families they were more discreet and conservative about their private lives, today individuals are more open about their lives and are willing to share it on networks such as face book and my space. Also, modern women now worry about things like what they look like and what they drive rather than worrying about starting a family. 2.
Examine the DB data in Tables B through B. What characterizes individual who are active recyclers? What are the marketing strategy implications of this? The characteristics of individuals who are active recyclers are: Singles, widowed or separated, house hold with four children or more, unemployed, high house hold income, high education, ages 64 and up and lastly females. The implication of this marketing strategy is that individuals who are single ND have lots of time on their hands are more likely to care about recycling and the environment than those who are married and don’t have as much free time.
Every consumer purchases products for different reasons, some purchase them for personal satisfaction and others for the services they provide and each product has a benefit to offer a consumer, but without the right marketing and the right data, most consumers wouldn’t know about these products or how to obtain them. Having data over the consumer consumption allows marketers to keep up with the demand and target markets.