Conducting Psychographic Lifestyle Surveys for Chick-fil-A:

Chick-fil-A is one of the largest American fast food restaurant chains and the largest specializing in chicken sandwiches. It operates over 2800 restaurants, primarily in the United States with a few international locations. Their website showcases a quote from their founder, S. Truett Cathy, who said, "We should be about more than just selling chicken. We should be a part of our customers' lives and the communities in which we serve." That said, the company's most prominent and most recognized advertising slogan is "Eat Mor Chikin!"

Despite being in business for over 70 years, Chick-fil-A has no plans to stop growing. The company now wants to expand its roots across the Pacific with its first location in Hawaii in the fast growing suburban town of Kailua, just outside of Honolulu. You've been hired as a marketing consultant to craft a marketing mix proposal to help them in that market expansion effort. Based on your knowledge of psychographics, you recognize that Chick-fil-A likely has several consumer profiles they could target. So your first step in this project is to conduct Consumer Behavior research to validate which psychographic profile categories Chick-fil-A would most effectively appeal to and meet their unique needs as consumers. You've determined that an AIO (Activities, Interests and Opinions) Inventory survey would provide that validation of those consumer profiles so you could then design the best marketing mix proposal. Using the example framework below to provide your answers, 1) identify and describe 2 relevant consumer psychographic lifestyle categories for Chick-Fil-A and 2) write 6 AIO statements (2 EACH for activities, interests and opinions) for each category that you'd use in the survey to be conducted with consumers to measure their congruence with these target lifestyle profiles:

Consumer Psychographic Lifestyle Category 1 (1.5 points):

Lifestyle Activity Statement 1 (1 point):

Lifestyle Activity Statement 2 (1 point):

Lifestyle Interest Statement 1 (1 point):

Lifestyle Interest Statement 2 (1 point):

Lifestyle Opinion Statement 1 (1 point):

Lifestyle Opinion Statement 2 (1 point):

Consumer Psychographic Lifestyle Category 2 (1.5 points): _________________________

Lifestyle Activity Statement 1 (1 point):

Lifestyle Activity Statement 2 (1 point):

Lifestyle Interest Statement 1 (1 point):

Lifestyle Interest Statement 2 (1 point):

Lifestyle Opinion Statement 1 (1 point):

Lifestyle Opinion Statement 2 (1 point):