Question 5 14 pts Suppose you are a marketer and preparing the customer analysis portion of a situation analysis for your brand Powerade, an isotonic beverage. You use Simmons to do a demographic analysis and a lifestyle/attitude analysis of the heavy users of Powerade. You note that consumers 18 - 34 are more likely to be heavy users of Powerade, compared to older adults (see the 171 index in table): you also note that heavy users of Powerade are more likely to agree with the statement "I like to stand out in a crowd" compared to total adults (see the 164 index in table). You wonder about why people who drink Powerade would more likely say that they like to stand out, compared to others. So, upon further analysis, you note that people 18 - 34 are more likely to agree with "I like to stand out in a crowd" compared to older adults (see the 143 index in the table). So, you decide that you need to tease out what is going on. Please explain the next steps you would take to see what is the nature of the relationship between Powerade consumption and standing out in a crowd, recognizing that age may be making things hard to figure out without the next steps. You do not have the information here to answer it as it would require another Simmons analysis, but explain the nature of that further analysis. 34 Total Heavy AGE: 18 - Total User Powerade Weighted(000) 241,693 10,170 70,546 Vertical % 100.0% 100.0% 100.0% Horizontal % 100.0% 4.2% 29.2% Index 100 100 100 ANY AGREE: I LIKE TO STAND OUTINA CROWD Weighted(000) 48,960 3,387 20,398 28.9% 41.7% 143 AGE: 18-34 Vertical % 20.3% Horizontal % 100.0% Index 100 Weighted(000) 70,546 Vertical % 29.2% Horizontal % 100.0% Index 100 33.3% 6.9% 164 5,077 49.9% 7.2% 171 Question 5 14 pts Suppose you are a marketer and preparing the customer analysis portion of a situation analysis for your brand Powerade, an isotonic beverage. You use Simmons to do a demographic analysis and a lifestyle/attitude analysis of the heavy users of Powerade. You note that consumers 18 - 34 are more likely to be heavy users of Powerade, compared to older adults (see the 171 index in table): you also note that heavy users of Powerade are more likely to agree with the statement "I like to stand out in a crowd" compared to total adults (see the 164 index in table). You wonder about why people who drink Powerade would more likely say that they like to stand out, compared to others. So, upon further analysis, you note that people 18 - 34 are more likely to agree with "I like to stand out in a crowd" compared to older adults (see the 143 index in the table). So, you decide that you need to tease out what is going on. Please explain the next steps you would take to see what is the nature of the relationship between Powerade consumption and standing out in a crowd, recognizing that age may be making things hard to figure out without the next steps. You do not have the information here to answer it as it would require another Simmons analysis, but explain the nature of that further analysis. 34 Total Heavy AGE: 18 - Total User Powerade Weighted(000) 241,693 10,170 70,546 Vertical % 100.0% 100.0% 100.0% Horizontal % 100.0% 4.2% 29.2% Index 100 100 100 ANY AGREE: I LIKE TO STAND OUTINA CROWD Weighted(000) 48,960 3,387 20,398 28.9% 41.7% 143 AGE: 18-34 Vertical % 20.3% Horizontal % 100.0% Index 100 Weighted(000) 70,546 Vertical % 29.2% Horizontal % 100.0% Index 100 33.3% 6.9% 164 5,077 49.9% 7.2% 171
