unit-3-ddb-case-analysis
Introduction
The purpose of the Core Assessment is to introduce students to database analysis in consumer behavior, and decision making based on data (CLO 2, 3, 4 & 5). Students will:
- Use the Student Data File located in the student file folder.
- Analyze the data and explain the marketing implications as it relates to using customer profiles for future marketing strategy.
Directions
Use the analyze the following questions:
- Based on the DDB data in Table 5A, which heavier-user categories have the greatest differences across the ethnic subcultures? Why is this the case?
- For which products does ownership differ the most across the ethnic groups (Table 5A)? Why is this the case?
- For which types of television shows (Table 5A) do preferences differ the most across the ethnic subcultures? Why is this the case?
- Use the DDB data in Table 5B to examine differences in the following characteristics across ethnic subcultures. What might explain these differences?
- Enjoy shopping for items influenced by other cultures.
- Religion is a big part of my life.
- Try to maintain a youthful appearance.
- When making family decisions, considerations of kids comes first.
- There is not enough ethnic diversity in commercials today.
- Want to look a little different from others.
Using the questions provided, please write a 2-3 page report (in essay format) detailing your analysis of the case. Use the following format:
- Double-spaced Microsoft Word document using 1 inch left and right margins.
- Formatted following APA formatting rules.
- Integrate Consumer behavior theory from the textbook and other sources.
- Provide a reference page and in-text citations.
- Enter page numbers on all pages, including the first page.
- Spell check and proofread your report