Andresa Drake is a research analyst for McConnell's Supermarket, a large super- market chain located in the Southeast of the U.S. (note: the supermarket's name and other details have been disguised). Andresa has been assigned to examine the category of coffee for McConnell's and determine what segments the supermarket should target for an upcoming marketing campaign. Specifically, Andresa is interested in who drinks the four major types of coffee: coffee pods, gourmet, ground, and organic. To help with this decision, Andresa has access to panel data from Nielsen, a large marketing research company.

Answer the following questions, using the data from the tables provided by Nielsen that display information about the purchase of coffee at McConnell's Supermarket for the last 12 months.

1. Table A and Table B have information about the occupation of consumers in the area that McConnell's serves. Table A shows the information for the whole category of coffee (total coffee). Table B shows the information for the category of organic coffee. (a) Construct a suitable graph to compare the consumption of non-organic and organic coffee for the different occupations shown, (b)What conclusions can you draw about the occupation of the head of household for people that shop for coffee (all coffee) versus organic coffee?
2. Table C shows the share of sales for different coffee products. (a) Construct a suitable graph to compare the share of each coffee product with respect to the total sales of coffee at McConnell, (b) If you are going to focus marketing efforts on one particular product till the end of the year, which one would you choose and why? Which consumer segment would you develop the campaign for?

TABLEA TotalCoffeeDrinkersbyOccupation

HeadofHouseholdoccupation	%of Populationin theRetailArea	%ofPopulationthatshopatMcConnell's	%ofPopulationthat PurchaseCoffee
Professional/Managerial	28.9	30.2	28.6
WhiteCollar- Clerical/Sales	10.8	11.1	10.4
Blue Collar	25.8	26.4	27.4
NotinWorkForce	34.5	32.4	33.6
GrandTotal	100.0	100.0	100.0

TABLEB OrganicCoffeeDrinkersbyOccupation

HeadofHouseholdoccupation	%of Populationin theRetailArea	%ofPopulationthatshopatMcConnell's	%of Population thatPurchase organic Coffee
Professional/Managerial	28.9	30.2	40.0
WhiteCollar -Clerical / Sales	10.8	11.1	7.6
Blue Collar	25.8	26.4	26.7
NotinWorkForce	34.5	32.4	25.6
GrandTotal	100.0	100.0	100.0

TABLEC Sales of different CoffeeTypes in dollars

Product	Average Sales volume ($/month)
CoffeePods	$ 8,385
Gourmet Coffee	$ 7,750
GroundCoffee	$ 15,275
Organic Coffee	$ 2,700