DecisionSupportSystems - DECISION SUPPORT SYSTEMS Market...

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DECISION SUPPORT SYSTEMS Market Segmentation Data Support Examples
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Heavy Non- Users users (141) (395) Age Under 25 9 5 25-34 33 15 35-44 27 22 45-54 18 22 55+ 13 36 Occupation Professional 6 15 Managerial 23 23 Clerical-sales 9 17 Craftperson 50 35 Income Under $20,000 26 19 $20,000 – 40,000 39 36 $40,000 – 75,000 24 27 $75,000 + 11 18 Population Density Rural 34 12 2,500 – 50,000 11 11 50,000 – 500,000 16 15 500,000 – 2 million 21 27 2 million + 13 19 Geographic Division New England – Mid Atlantic 21 33 N.W. Central 22 30 South Atlantic 23 12 E. South Central 10 3 W. South Central 10 5 Mountain 6 3 Pacific 9 15 *Figures shown are percent of each user group in the different age, occupation, income, population, and geographic classes. Source: W.D. Wells, “Psychographics: A Critical Review,” JMR 12 (May 1975), 197. Income adjusted to 2003 equivalents. DEMOGRAPHIC PROFILES OF HEAVY USERS AND NONUSERS OF SHOTGUN AMMO
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Heavy Non- Users Users (141) (395) Statement I like hunting………………………………………………. 88 7 I like fishing………………………………………………. . 68 26 I like to go camping………………………………………. . 57 21 I love the out-of-doors……………………………………. . 90 65 A cabin by a quiet lake is a great place to spend the summer……………………… 49 34 I like to work outdoors……………………………………. 67 40 I am good at fixing at mechanical things…………………. 47 27 I often do a lot of repair work on my own car……………. 36 12 I like war stories…………………………………………… 50 32 I would do better than average in a fist fight……………… 38 16 I would like to be a professional football player…………. . 28 18 I would like to be on the police force……………………… 22 8 There is too much violence on television…………………. 35
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DecisionSupportSystems - DECISION SUPPORT SYSTEMS Market...

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