Research Data Flashback to 1990: Infiniti has gathered data on their new G20 vehicle and comparable whide from competition. They are aiming to own a better understanding of what their customers want and what customer groups they should targot The Infiniti G20 Data fie summarizes some of the data that Infiniti had in early 1900. The data are based on a survey of customers for target segments described as people between 25 and 35 with annual household incomes between $50.000 and $100.000. The the subsegments (donoted S1, S2 and 83) are based on information provided by Infini managers. A summary of demographic and psychographic information about the three subcom was compiled from supped by Curtains and can be found in the Appendix below tions Instructions: Run Positioning Analysis Perceptual Data X Include Preference Data X Segment Preference Data: 3 Segments Number of Dimensions: 2 Dimensions X Include Focal Brand: G20 APPENDIX Segment S1: Segment S2: S3: Characteristics 1 (Western, Segment Segment Yuppie, 2 3 Singles) (Upwardly (American Mobile Dreamers) Families) Segment Size (25%) (45%) (30%) Education College College College Grads Grads or Grads Some Some College College Predominant Professionals White- White- Employment Collar Collar Age Group 2535 25-35 25-35 Predominant White Mix Mix Ethnic Background $81,000 $68,000 $59,000 1.42 3.8 2.4 32% 75% 55% 27% 9% 17% 3% 45% 5% Average Household Income Persons per Household Percent Married Watch Late Night TV Watch Daytime TV Read Computer Magazines Read Business Magazines Read Entertainment Magazines Read Infant and Parenting Magazines 39% 6% 10% 58% 23% 27% 3% 14% 30% 1% 17% 2% QUESTIONS Looking at the Segment Preferences Map (Dimensions I:ll) and Perceptual Data, what segment does the Infiniti G20 do most poorly with and, thus, should avoid? (pick the best answer) They are not in a good position to reach segment 1. They are clearly behind Audi, who score much better on the roomy variable that this group seems to like. They have the lowest overall score with this segment They are not in a good position to reach any of the three segments. Based on the overal scores, it does not appear that any segment is truly attracted to Infiniti's G20 They are not in a good position to reach segment 2. While they do score highly on some variables, such as prestice they are behind BMW in 'successful, which appears to be very important to S2 They are not in a good position to reach segment 3. Infinit's low sporty score could hurt them with this segment. Toyola has a higher score on sporty Research Data Flashback to 1990: Infiniti has gathered data on their new G20 vehicle and comparable whide from competition. They are aiming to own a better understanding of what their customers want and what customer groups they should targot The Infiniti G20 Data fie summarizes some of the data that Infiniti had in early 1900. The data are based on a survey of customers for target segments described as people between 25 and 35 with annual household incomes between $50.000 and $100.000. The the subsegments (donoted S1, S2 and 83) are based on information provided by Infini managers. A summary of demographic and psychographic information about the three subcom was compiled from supped by Curtains and can be found in the Appendix below tions Instructions: Run Positioning Analysis Perceptual Data X Include Preference Data X Segment Preference Data: 3 Segments Number of Dimensions: 2 Dimensions X Include Focal Brand: G20 APPENDIX Segment S1: Segment S2: S3: Characteristics 1 (Western, Segment Segment Yuppie, 2 3 Singles) (Upwardly (American Mobile Dreamers) Families) Segment Size (25%) (45%) (30%) Education College College College Grads Grads or Grads Some Some College College Predominant Professionals White- White- Employment Collar Collar Age Group 2535 25-35 25-35 Predominant White Mix Mix Ethnic Background $81,000 $68,000 $59,000 1.42 3.8 2.4 32% 75% 55% 27% 9% 17% 3% 45% 5% Average Household Income Persons per Household Percent Married Watch Late Night TV Watch Daytime TV Read Computer Magazines Read Business Magazines Read Entertainment Magazines Read Infant and Parenting Magazines 39% 6% 10% 58% 23% 27% 3% 14% 30% 1% 17% 2% QUESTIONS Looking at the Segment Preferences Map (Dimensions I:ll) and Perceptual Data, what segment does the Infiniti G20 do most poorly with and, thus, should avoid? (pick the best answer) They are not in a good position to reach segment 1. They are clearly behind Audi, who score much better on the roomy variable that this group seems to like. They have the lowest overall score with this segment They are not in a good position to reach any of the three segments. Based on the overal scores, it does not appear that any segment is truly attracted to Infiniti's G20 They are not in a good position to reach segment 2. While they do score highly on some variables, such as prestice they are behind BMW in 'successful, which appears to be very important to S2 They are not in a good position to reach segment 3. Infinit's low sporty score could hurt them with this segment. Toyola has a higher score on sporty