Quinn Knabe DDB 4 - Copy.docx - 1 Unit 7 DDB Case Analysis DDB Life Style Study Data Analysis 02 October Many people have postpurchase dissonance or

Quinn Knabe DDB 4 - Copy.docx - 1 Unit 7 DDB Case Analysis...

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1 Unit 7: DDB Case Analysis DDB Life Style Study Data Analysis 02 October Many people have postpurchase dissonance or consumption guilt after making purchases. This doubt can lead to individuals or households who feel they have acquired too much debt. Asurion_Internal_Use_Only
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2 Unit 7: DDB Case Analysis When looking at the data some characterizations of this are consumers with a household size of 6+ and those with 4+ children still at home. Consumers with a marital status of separated followed by divorced, and then singles. Those households with incomes under $20,000 also feel the pressure of debt and feel that they have acquired too much. This concern declines as income improves. We see that consumer household over $100,000 has the lowest concern for debt. Education also plays a larger factor. Those with no degree are the highest, and this also declines with more education. Those with graduate degrees have the lowest concern for debt. When looking at occupations, consumers who are operators, fabricators, and laborers had the highest debt concern, followed by administrative support personnel. The sub-culture of African Americans was also the highest, followed by Hispanics. The highest age range were those in the 18-24 category, and concern for too much debt acquisition decreases as the ages increased, with those over 64 being the lowest.
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