marketing - Consumer Behavior Survey Submitted by Class...

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Consumer Behavior Survey Submitted by: Mikaela Walker Class: Consumer Behavior Teacher: Ms Carol Arnone
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Various age groups have different tastes in products due to upbringing and maturity levels. Each era values different qualities and that should be reflected through the age separation. The following information has been gathered through a survey to determine in what products different age groups were most interested. The age breakdown was 18 to 24, 25 to 35, 36 to 49, and 50+. Each person was asked to fill out a paper with different categories. For each category, the person was to write the first item that came to mind. The categories were as following: tennis shoes, non-alcoholic drink, beer, car manufacturer, place you buy most of your clothing, type of preferred music, fast food restaurant, and type of magazine. Before conducting the survey, I decided what I believed to be most likely answers for these ages. 18 to 24 year olds are more prone to follow the media’s choice (Ads, TV shows, and movies) more closely. Therefore, for this age group, I hypothesized that tennis shoes would answered with Nike, non-alcoholic drink would be some type of soda, beer would be Budweiser, car manufacturer with Ford, place you buy most of you clothing would be some type of teen or fad store, type of music would be pop or rap depending on demographics, fast food would be McDonalds, and the type of magazine would be Entertainment. The reasoning behind choosing the various brands are because Nike is the most popular brand in America and they have the most popular shoes (such as Jordan’s) in their product line, Budweiser, Ford, and McDonalds are the most heavily advertised and people between these ages watch vast amounts of television, so it would be the first to come to mind. Some type of fad store for where you buy most of you clothes was chosen because most of today’s youthful fashion stores are not chains. Also, there are so many different stores even if there are chain stores involved. Malls cater to the younger crowd and there is plenty of space to do so.
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Ages 25-35, I believe, would have chosen Nike for the tennis shoe, some form of juice for non-alcoholic drink, Corona for the beer, Toyota for the car manufacturer, Xpress or some kind of young yet sophisticated style store, Country or R&B depending on background, Burger King as the fast food restaurant, and Sports for men and Tabloid for women. The explanation for choosing Nike, is once again it is one of the most heavily advertised shoe brands; therefore people tend to think of it first even if it is not a brand they patronize. Corona is still a “fun” beer,
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This note was uploaded on 04/07/2008 for the course MKTG 351 taught by Professor Arnone during the Spring '08 term at Frostburg.

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marketing - Consumer Behavior Survey Submitted by Class...

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