Assignment: Purchasing and Buyer Behavior
Log into the Simmons database on the OU Libraries Website. Click on the Simmons Insights link in the top middle column of the page. Using the Spring 2017 NHCS Adult Study 12-month, cross tabulate the generational cohorts of Silent Generation, Baby Boomers, Generation X, Millennials and Generation Z against the following five demographic / lifestyle variables: (i) monthly use of 1% low fat milk; (ii) fishing as a likely activity to do on vacation; (iii) monthly visit to Olive Garden; (iv) ownership of Amazon Fire TV device; (v) notice of billboard in the last 30 days.
Export the table you created to Excel and answer the following questions. Note: please include in your submission the Excel output as well as your answers to the questions below in one document. You can either paste the spreadsheet into a Word document or just create text boxes to answer the questions in on the spreadsheet.
a. You are marketing fishing gear and you have to choose one of the generational cohorts as your target market. Which cohort will you choose and why?
b. If this is the only information to base your decision on, will you buy an advertisement to advertise Olive Garden restaurant in the AARP Magazine? Motivate your choice.
c. What percentage of Generation Z owns an Amazon Fire Stick?
d. What percentage of people owning an Amazon Fire Stick are Millennials?
e. Is the Silent Generation more or less likely than the average population to notice your billboard advertisement for 1% low fat milk? By how much more or less likely? Why do you think this is the case?
f. Which generational cohort is least represented in this study? What percentage of the total U.S. population do this specific generational cohort make up according to this study?
Format your assignment according to the give formatting requirements:
• The answer must be using Times New Roman font (size 12), double spaced, typed, with one-inch margins on all sides.
• The response also includes a cover page containing the student's name, the title of the assignment, the course title, and the date. The cover page is not included in the required page length.
• Also include a reference page. The references and Citations should follow APA format. The reference page is not included in the required page length.