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ice creams stores are now the fastest-growing industries in the nation (Kerin, Hartley & Redeluis, 2009). Exhibit 1.7 below illustrate the following; age 9-80 years old; Medium income, both genders with household income; both Genders, and age 25 or Older with Earnings; Income by Ethnicities; Professional Occupations and Technical; Education and Family type’s customers of Baskin Robbins ice cream industries (Baskin Robbins, 2009). Baskin Robbins has been so successful that discounter’s retailers are taking notice. Although, some experts predict that, to meet the low price of Baskin Robbins ice cream threat, the competitor Daagen-Hazs will eventually buy one of these chains or start one of its own.Exhibit 1.7. below illustrates the following; Ages 9-80 years old; Medium income, both genders with household income; Genders and persons, age 25 or Older with Earnings; Income by Ethnicities; Professional Occupations and Technical; Education and Family type’s customers of Baskin Robbins ice cream industries.Medium IncomeAllhouseholdsDual earnerhouseholdsPer householdmember$ 46,326$ 67,348$ 23,535
Both Genders, and age 25 or Older with EarningsMalesFemalesBoth sexes$ 39,403$ 26,507$ 32,140Income by EthnicitiesAsianWhite,non-HispanicHispanicBlack$ 57,518$ 48,977$ 34,241$ 30,134Professional Occupations and TechnicalManager, officials, and proprietors; clerical; sales, craftspeople; supervisors; farmers; retired; bankers, students; homemakers, and unemployed.Education
Grade school or less; some high school; high school graduate; some college; college graduate.Family TypesYoung, single; married, no children; married with children; single parents, unmarried couples; older, married, no children under 18..2) PsychographicsPerceived risk is the level of risk that a consumer has when purchasing a product from a retailer. The most important purchase is to increase in perceived risk and less perceived risk decrease on a purchases. Factors that play a part in the perceived risk of purchasing a product are: the function of the product, physical, social, psychological, financial and time (Kerin, Hartley & Redeluis, 2009).First, the motivation facts in purchasing Baskin-Robbins ice cream quality of ice cream the consumer received when purchasing the ice cream. Second, Attitudes/opinions- The attitude and opinion of different customers purchasing the ice cream treat. For example, Baskin Robbins different Psychographics customers such as social class, some lower class, working class, middle class, upper middles, lower uppers, high class, and other lifestyle, most often achievers, strivers, and survivors. Further, some customers are gregarious, authoritarian, and ambitious. Baskin Robbins offers a much lower price, whereas, a competitor price is much higher and repeated customers returns to Baskin Robbins for price advantaged (Kerin, Hartley & Redeluis, 2009). Baskin Robbins customer services are courteous, quick and efficient manner in handling the customer’s orders, are motivates to thrill customers, and lead multi-branding, enrich stakeholders, and build powerful brands!”(“Our Values and Philosophy").