Case study 2 - Based on the research of Simmons market...

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Based on the research of Simmons market research bureau done in spring 2006, the most popular teeth whitener product is all whitener with 15.2% of adults using this product. This is followed by whitening strips (8.3%) and whitening gels (5.5%). Gender and Age More than 50% of whitener products customers are female and there are more users in age group 18-24 than other age groups. Customers in age group 25-34, 35-44 and 45-54 are almost equally distributed and there are much fewer customers aged between 65 and up. Marital Status, Education and Household income More than 60% of the whitener products users are single or divorced / separated. The proportion
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Unformatted text preview: of married customers is 23%. Most of the whitener products customers have college education with income of 75,000 and above. The first three common occupations among the customers are manager, legal/education and health care. Graph below further shown the usage of whiteners’ product by income group: Region and Race Most of Whitener products customers are located in the southeast followed by Pacific, southwest and northeast. In terms of race and ethnic groups, there are more customers in Hispanic group followed by White, Black and Asian....
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  • Spring '11
  • bros
  • Ethnic group, 5.5%, 23%, 8.3%, 15.2%

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