, Alexandra Corey, Kimberly Valero

ADV315 Fall 2010

Your target market will be females ages 25-34. You need to use Choice 3: Simmons National Consumer
Survey data to find answers to the following questions. Make sure that your answers reflect your
interpretation and summary of Choice 3 data. The results of this exercise will help you with Part II of
Term Project: Checkpoint 1.

1. Which media classes (newspaper, magazine, radio, network television, cable television, movie,
internet) is the target more likely to use? Are there differences among the target of different races
and income levels?

• Race:

i. White: Primetime TV (index 109 vert 19.4%) Internet (index 104 vert 17.5%)
Newspaper (index 104 vert 10.9%)

1. Whites are more likely than average to be watching Primetime TV, using
the internet, and reading the newspaper.

ii. Black: cable TV (index 140 vert 119) movies (index 199 vert 12.5%)

1. Blacks are much more likely than average to watch cable TV and to
attend the movies.

iii. Asian: internet (index 150 vert 22.4%)

1. Asians are much more likely than average to use the Internet, and other
forms of media would not be good ways to target them.

• Income:

i. Less than 25k: TV Primetime (index 150 vert 28.1%) Cable TV (index 134 vert
22.1%) Radio drive time (index 116 vert 22.5%) Newspaper (index 112 vert
14.7%)

1. People with incomes below $25k are more likely to watch TV than the
average so that is an especially good way to target them. They also are
more likely than average to listen to the radio during drive time and read
the newspaper. These are also good ways to target them. The Internet is
not a good way to target these people.

ii. 25k to 49,999: TV Primetime (index 113 vert 20.2%) Internet (index 110 vert
16.4%) Magazine (index 106 vert 22.7%)

1. People with incomes between $25k and $49,999 are more likely than
average to watch TV during primetime, use the internet, and read
magazines, so these are all great ways to target them.

iii. 50k to 59,999: newspaper (index 133 vert 17.5%) TV primetime (index 116 vert
21.7%) internet at home (index 116 vert 19.5%)

1. People with incomes between $50k and $59,999 are more likely than
average to read the newspaper, watch TV during primetime, and use the
 internet at home. These are all ways that they can be targeted
effectively.

iv. 60k to 74,999: Radio drive (index 140 vert 23.2%) Internet (index 133 vert
19.9%) TV Primetime (index 119 vert 21.2%) Cable TV (index 119 vert 19.6%)
Magazine (index 114 vert 24.4%) Newspaper (index 105 vert 13.8%)

1. People with incomes between $60k and $74,999 are much more likely
than average to be listening to the radio during drive time and using the
internet at home. They also can be targeted effectively through primetime
and cable TV, as well as magazines and newspapers. This shows that
they can be effectively targeted through pretty much any traditional
medium.

v. 75k+: Newspaper (index 155 vert 16.3%) Magazine (index 121 vert 20.4%)
Radio Drive (index 118 vert 19.6%) Cable TV (index 111 vert 22.7%) TV
Primetime (index 107 vert 20%)

1. People with incomes above $75k a year are much more likely to read the
newspaper than most, so that is a great way to target them. Also, they
are more likely than average to read magazines, listen to the radio during
drive time, and watch cable and primetime TV. This shows that they can
pretty much be effectively targeted through most media, including
internet which they are just average users of.

vi. Analysis: The higher the income, the more ways you can target them with various
media.

2. Which magazines are popular among your target of various races and income levels?

White

People 56.8% 110

U.S. Weekly 32.6% 112

Cosmo 28% 100

Better Homes and Garden 24.7% 109

This says that White People are likely to read about the world, whether it be about fashion, gossip, or
real life. They also care about their homes and making them a better place.

Black

Ebony 57.4% 728

Essence 52.9% 716

Jet 50.6% 706

Vibe 47.7% 631

 Blacks like magazines like Ebony, Essence, Jet, and Vibe, most of which feature African Americans,
like themselves.

Asian

Time 22.6% 115

Fitness 17.7% 169

Parenting 17.4% 119

Baby Talk 16.7% 184

This says that Asians are likely to read magazines having to do with bettering themselves.
Magazines like these help to make you into a better parent or help to improve your physique. Time
magazine has to do with real life, showing that they care about what is going on in the world.

Less Than 25,000

The National Inquirer 16.4% 151

Parenting 14.6% 101

Soap Opera Digest 13.1% 138

Southern Living 9.38% 110

This says that people with an income of less than $25,000 read magazines like Parenting, which
helps to make them a better parent and the National Inquirer, which is a tabloid. They also enjoy soap
operas so they read Soap Opera Digest.

25,000-49,999

Essence 11.1% 151

Marie Claire 11% 121

Ebony 11% 139

Jet 10.7% 149

People with incomes between 25k and 49,999 read magazines like Essence and Ebony, which focus
on African Americans, as well as Marie Claire, a fashion magazine, and Jet.

50,000-59,999

People 55.3% 107

U.S. Weekly 46.4% 159

Cosmo 29.8% 106

Parents 29.2% 139

 This income bracket shows that these people read magazines that are either real life or gossip
related.

60,000-74,999

Weight Watchers 10.7% 199

Essence 8.6% 116

Popular Science 8.32% 397

Forbes 8.28% 473

People in this higher income bracket like magazines about staying fit, losing weight, science, business, as
well as the magazine Essence.

75,000 +

Spirit (SouthWest Airlines) 13.4% 351

Prevention 13.2% 230

Woman’s World 13% 105

Harper’s Bazaar 12.6% 208

In the 75k+ income bracket, these people like to read magazines like Spirit, Prevention, Woman’s World,
and Harper’s Bazaar.

3. Which internet websites/search engines are popular among your target of various races and
income?

• WHITE: Google.com (45.3% 107) Yahoo.com ( 37.2% 103) Hotmail.com (17.6% 110)
NBC (3.33% 130) ESPN (2.72% 130)

i. Whites can be effectively targeted on main search engine and webmail sites
(Google, Yahoo, Hotmail) because they have high coverage, as well as specific
sites like NBC.com and ESPN.com where they are more likely to go to than other
people with a low coverage.

• BLACK: Yahoo (37.6% 104) Bestbuy.com (12.5% 271) Hotjobs.com (11.6% 523)

i. Blacks can be effectively targeted on search engine sites like Yahoo with high
coverage, as well as sites where they are more likely to go to than other people
like bestbuy.com and hotjobs.com.

• ASIAN: Google (68.5% 161) Hotmail.com (31.8% 198) Yahoo (42.1% 131) MSN.com
(23.8% 186) Travel Zoo (2.2% 203)

i. Asians can be targeted on the main high coverage search engine and webmail
sites (Google, Yahoo, Hotmail), as well as sites where they are more likely to go
to than other people like news sites (MSN.com) and travel sites (Travel Zoo).

• OVERALL: Most races can be targeted by the main search engine and webmail sites,
which have high coverage, but there are also specific sites that interest each race that
you can use to specifically target them.
 • Income:

i. Less than 25k:

1. Google (61, 25.9%) Yahoo (54, 19.5%) AOL (154, 13.7%),

Americangreetings.com (243, 4.12%)

2. People with incomes less then 25K can be targeted on the main high
coverage search engine and webmail sites (Google, Yahoo) specifically
high on AOL, and Americangreetings.com

ii. 25k to 49,999:

1. Google (83, 35.3%) Yahoo (93, 33.5%) Monster.com (156, 5.51%)

Hotjobs.com (224, 4.96%)

2. People with incomes 25K to 49,999 frequently visit sites dealing with job
searches.

iii. 50k to 59,999:

1. Google (83, 35.5%) Yahoo (90, 32.4%) Myspace.com (145, 15.3%)

Mapquest.com (105, 16.8%)

2. These target market frequently visits social networking sites, and

MapQuest.

iv. 60k to 74,999:

1. Google (101, 42.9%) Yahoo (112, 40.6%) Amazon (149, 18.1%)

Maquest.com (109, 17.4%)

2. This target market also frequently visits MapQuest and Amazon.

v. 75k+:

1. Google (132, 56.2%) Yahoo (121, 43.8%) Mapquest.com (139, 22.2%)

Hotmail (128, 20.6%)

2. This target market can be reached at search engines, e-mail sites, and
MapQuest.

• GENERAL ANALYSIS: The most highly visited websites are Google & Yahoo. Search
engines are highly visited as well as web mail services; this applies to both race and
income factors. Race & income can determine the niche of the site specifically shopping,
job search, news, directions.

4. During what time of the day is your target more likely to surf the web?

i. White:

1. 7AM-9AM (114 30.2%) more likely than average to go on at this time with
good coverage

2. 9AM-4PM (107 28.8%) more likely than average to go on at this time with
 good coverage

3. 4PM-7PM(111 17.6%) more likely than average to go on at this time with

decent coverage

ii. Black:

1. 7PM-11PM (80, 30.8%) less likely than the average person to go on at

this time but high coverage

2. 11PM-2PM (117, 11%) more likely than average to go on at this time with
decent coverage

iii. Asian:

1. 7PM-11PM (122, 47.4%) more likely than average to go on at this time

with high coverage

2. 9AM-4PM (128, 34.5%) more likely than average to go on at this time

with high coverage

3. 4PM-7PM (105, 27.9%) a little more likely than average to go on at that

time with high coverage

• Income:

i. Less than 25k:

1. 7PM-11PM (58, 15.4%) much lower than the average person to go on at

this time, but has the highest coverage in this income bracket.

2. 11PM-2AM (94, 8.81%) a little less likely than the average person to go
on at this time, but has somewhat small coverage

3. ANALYIS: Internet is not a good way to reach this income bracket.

ii. 25k to 49,999:

1. 11PM to 2AM (124, 11.7%) it has a decent coverage, and they are more
likely than average to go on at this time.

2. 9AM to 4 PM (101, 27.2%) it has an average user at this time and also
has a decent coverage.

iii. 50k to 59,999:

1. 7PM to 11PM (122, 47.3%) it has good coverage and they are more
likely to go on at this time compared to the average user.

2. 9AM to 4PM (154, 41.3%) this also has good coverage and shows that
they are more likely to go on at this time.

3. ANALYSIS: Anytime between 7AM and 11PM is a good time to target

this income bracket. They all have good coverage and are above
average users during these times.

iv. 60k to 74,999:

 1. 7PM to 11PM (127, 49.3%) this has an above average use at this time
with high coverage.

2. 9AM to 4PM (110, 29.7%) this has an above average use at this time
with high coverage.

3. ANALYSIS: This target consists of above average users during all times
of the day, but 7PM to 11PM & 9AM to 4PM has the highest coverage.

v. 75k+:

1. 7PM to 11PM (125, 48.4%) this has an above average use at this time
with high coverage.

2. 4PM to 7PM (120, 31.7%) this also has an above average use at this
time with high coverage.

3. ANALYSIS: Anytime from 5AM to 11PM is average or above average

index for this group.

5. What types of internet advertising is more likely to elicit responses from your target?

• Race

i. White

1. Sponsored websites (104, 7.84%)

2. Webpage links (107, 4.69%)

3. Whites click sponsored websites and webpage links at a decent

coverage, with a bit above average likelihood.

ii. Black

1. Webpage links (128, 10.8%)

2. Email ads (191, 9.19%)

3. ANALYSIS: Blacks click webpage links and email ads far above average,
with high coverage.

iii. Asian

1. Sponsored websites (99, 7.49%)

2. Popup/under window (286, 5.73%)

3. ANALYSIS: Asians click sponsored websites with a high coverage, but

about an average amount as every other person. They click popup or
under windows a far above average amount.

• Income

i. <25k

1. Email ads (141, 6.79%)

 2. Floating ads (211, 3.90%)

3. ANALYSIS: People in this income bracket are more likely than the
average person to click floating ads, and have a decent coverage of
clicking both email ads and floating ads.

ii. 25k-49,999

1. Email ads (163, 6.09%)

2. ANALYSIS: People in this income bracket are more likely than average
to click email ads, with a decent coverage.

iii. 50k-59,999

1. Webpage links (161, 13.6%)

2. Floating Ads (199, 5.12%)

3. ANALYSIS: People in this income bracket click webpage links and

floating ads at an above average likelihood. They have a high coverage
of clicking webpage links.

iv. 60k-74,999

1. Banner ads (161, 6.56%)

2. Email ads (135, 6.51%)

3. ANALYIS: People in this income bracket are more likely than the average
person to click banner ads and email ads, with a decent coverage.

v. 75k+

1. Sponsored Websites (135, 10.2%)

2. Website links (120, 10.1%)

3. ANALYSIS: People in this income bracket have high coverage of clicking

sponsored websites and website links, with an above average likelihood
to click.

vi. ANALYSIS: Each target group clicks each type of internet advertising at a
different amount, with different ones that they use more than the average. They
must be targeted specifically according to this data.

6. During what time of the day is your target more likely to watch TV?

Race:

White:

TV Early & Late Fringe (101, 66.5%)

TV Prime Time M-SA 8-11PM/SUN 7-11PM (102, 81.9%)

TV All Day M-F 6-2AM/S-S7-1AM (101, 93.5%)

 TV Daytime M-F 10AM-4PM (102, 41.9%)

TV Late Fringe 11PM-1AM (100, 34.8%)

ANALYSIS: This target market has a good chance to be reached at most times of the day. The only time
that had an index below 100 is TV Early Fringe (99, 56.5%).

Black:

TV Early & Late Fringe (118, 77.3%)

TV All Day (101, 93.9%)

TV Early Fringe (124, 71.1%)

TV Late Fringe (145, 50.4%)

ANALYSIS: This target market also has a good chance at being reached during most of the day;
specifically during TV Late Fringe & Early Fringe. The only times one should worry is during TV Daytime
& TV Prime Time.

Asian:

This target audience has no indexes over 100.

ANALYSIS: This method of reaching this audience would not be effective.

Income:

< 25K:

TV Early & Late Fringe (108, 70.6%)

TV Prime Time (103, 83.3%)

TV All Day (103, 95.3%)

TV Daytime (138, 56.2%)

TV Early Fringe (107, 61.1%)

TV Late Fringe (120, 41.6%)

ANALYSIS: This group can be reached during all times of the day, specifically during TV Daytime, & TV
Late Fringe.

75K or More:

TV Prime Time (100, 81%)

TV All Day (100, 92.9%)

ANALYSIS: The best way to target people in this group is during TV Prime Time, & TV All Day.

25K-$49,999:

TV Early & Late Fringe (103, 67.8%)

TV Prime Time (100, 80.4%)

 TV Daytime (108, 44.2%)

TV Early Fringe (103, 58.8%)

ANALYSIS: This target can be reached during most times excluding: TV All Day, & TV Late Fringe.

50K-$59,999

There are no times when this target’s indexes are above 100.

ANALYSIS: Targeting this market through this media would not be effective.

60K-$74,999:

TV Prime Time (100, 80.8%)

TV All Day (101, 93.9%)

TV Daytime (108, 44.2%)

TV Early Fringe (100, 57.2%)

TV Late Fringe (107, 37%)

ANALYSIS: This target audience has a good chance of being reached at anytime except during TV Early
& Late Fringe.

OVERVIEW: Looking at this information one can see that not all of this target groups can be reached
through this form of media (i.e., Asians & those who make 50K- $59,999). And to reach those of a specific
group, one must look to see when they are most likely to tune in because every group is different.

7. What TV shows are popular among your target?

Race:

White:

American Idol (FOX) (107, 21.1%)

CSI (102, 20.4%)

Deal or No Deal (117, 15.6%)

Extreme Makeover: Home Edition (106, 15.2%)

Grey’s Anatomy (110, 22.8%)

House (112, 15.7%)

ANALYSIS: People in this target market watch shows of all genres. Specifically the ones listed above.

Black:

American Idol (122, 24%)

America’s Next Top Model (239, 20.3%)

Cold Case (192, 22.9%)

 CSI (130, 26.1%)

CSI:Miami (154, 21.1%)

Desperate Housewives (194, 27.3%)

Everybody Hates Chris (618, 23.5%)

Girlfriends (580, 30.2%)

Grey’s Anatomy (116, 23.9%)

It’s Showtime at the Apollo (754, 21.6%)

Law & Order (190, 20.3%)

Law & Order CI (189, 22.3%)

Law & Order SVU (168, 22.3%)

My Wife and Kids (612, 32.6%)

ANALYSIS: This target market tends to watch shows that deal with crime, drama, & reality.

Asian:

Friends (248, 20.6%)

America’s Funniest Home Videos (105, 12%)

Cops 2 (289, 7.27%)

Everybody Loves Raymond (188, 14.5%)

Law & Order (150, 16%)

So You Think You Can Dance (110, 10.5%)

ABC World News Saturday (183, 8.03%)

CBS Evening News Saturday (395, 11.1%)

NBC Nightly News Saturday (280, 9.47%)

ANALYSIS: People in this bracket tune in to news, comedy, & drama more then other types of shows.

Income:

>25K:

America’s Funniest Home Videos (109, 12.5%)

America’s Most Wanted (184, 9.87%)

America’s Next Top Model (123, 10.4%)

Cops (158, 12%)

ER (109, 12.3%)
 Family Guy (124, 13%)

House (100, 14%)

Nanny 911 (156, 11.6%)

Simpsons (168, 15%)

Wife Swap (143, 10.9%)

Will & Grace (187, 10.2%)

ANALYSIS: People in this bracket tend to watch comedies, drama’s, & reality.

75K or more:

American Idol (112, 22.2%)

Desperate Housewives (119, 16.8%)

Everybody Loves Raymond (141, 10.8%)

Family Guy (120, 12.6%)

Friends (131, 10.9%)

Grey’s Anatomy (118, 24.3%)

House (117, 16.3%)

LOST (137, 11.9%)

My Name is Earl (141, 10.6%)

The Office (180, 13.3%)

Scrubs (139, 10.3%)

Survivor (149, 11.1%)

Without a Trace (129, 11.4%)

SNL (128, 14.6%)

ANALYSIS: This target tends to have a variety of tastes; drama, comedy, & reality.

25K-$49,999:

20/20 (117, 13.6%)

America’s Funniest Home Video’s (119, 13.6%)

Cold Case (115, 13.8%)

CSI Miami (131, 17.9%)

CSI (116, 23.3%)

CSI Miami Weekend (152, 10.3%)

 CSI NY (110, 11.4%)

Deal or No Deal (113, 15%)

ER (116, 13.1%)

Extreme Makeover Home Edition (123, 17.7%)

Law &Order (107, 11.4%)

Law & Order CI (100, 11.8%)

Law & Order SVU (115, 15.2%)

Super Nanny (125, 10.7%)

ANALYSIS: this target market watches a lot of shows dealing with crime. This audience also tends to tune
in to reality shows and dramas.

50K-$59,999

Wife Swap (154, 11.7%)

So You Think You Can Dance (181, 17.4%)

Super Nanny (151, 13%)

Law & Order SVU (118, 15.6%)

King of Queens (128, 10.5%)

House (112, 15.7%)

Grey’s Anatomy (101, 20.7%)

Extreme Makeover Home Edition (126, 18.2%)

Deal or No Deal (106, 14.1%)

Cold Case (11, 13.2%)

Cops (190, 14.5%)

American Idol (106, 21%)

48 Hours Mystery (154, 11.1%)

20/20 (121, 14%)

ANALYSIS: This target market tends to watch shows based on reality, crime, drama & news.

60K-$74,999

SNL (109, 12.4%)

LOST (138, 12.1%)

Law & Order SVU (103, 13.6%)

Law & Order CI (134, 15.9%)

 Law &Order (117, 12.5%)

King of Queens (150, 12.3%)

King of the Hill (138, 10.6%)

Grey’s Anatomy (101, 20.8%)

ER (114, 12.8%)

Desperate Housewives (122, 17.1%)

CSI NY (116, 12%)

CSI (114, 22.9%)

America’s Next Top Model (128, 10.9%)

America’s Funniest Home Videos (131, 14.9%)

American Idol (134, 26.4%)

ANALYSIS: People in this income bracket tend to watch more dramatic, reality type shows. They watch
show that deal with crime and medicine.

OVERVIEW: Overall people from these target markets tend to like shows dealing with crime (i.e. Law &
Order). Otherwise they must be targeted specifically by show for a higher coverage.

8. What types of video games are popular among your target?

• Race:

i. White

1. Arcade and Classic Games (103, 6.46%)

2. Cards and Casino (139, 5.95%)

3. Puzzles (113, 4.83%)

4. ANALYSIS: Whites like arcade games, card games and casino games,
and puzzles.

ii. Black

1. Arcade and Classic Games (144, 9.05%)

2. Fighting (320, 6.21%)

3. Role Playing/ Fantasy (202, 5.01%)

4. Children’s Entertainment (236, 4.59%)

 5. ANALYSIS: Blacks like arcade and classic games, but they also like
fighting and roleplaying/fantasy games, as well as children’s
entertainment.

iii. Asian

1. Educational (180, 1.84%)

2. ANALYSIS: Asians do not like video games unless they are for the
purpose of learning. The are more likely than the average person to play
these educational video games.

• Income

i. <25k

1. Arcade and Classic Games (128, 8.01%)

2. Strategy (219, 7.41%)

3. Role Playing/Fantasy (186, 4.62%)

4. ANALYSIS: People with incomes below 25k use arcade/classic games

like a lot of other segments, along with using strategy and role
playing/fantasy games an above average amount.

ii. 25k-49,999

1. Arcade and Classic Games (104, 6.52%)

2. Cards and Casino (131, 5.51%)

3. Action/Adventure (157, 5.38%)

4. ANALYSIS: There is a high coverage of this income bracket, who like

arcade and classic games. People in this age bracket also use cards and
casino, as well as action/adventure games more than the average
person.

iii. 50k-59,999

1. Puzzles (158, 6.21%)

2. Cards and Casino (139, 5.95%)

3. ANALYSIS: People in this income bracket use puzzles and cards and
casino games more than the average person.

iv. 60k-74,999

1. Arcade and Classic Games (118, 7.41%)

2. Puzzles (153, 5.81%)

3. ANALYSIS: People in this income bracket use arcade/class games and

puzzles more than the average person. The coverage is high for
arcade/classic games.

v. 75k+
 1. Racing (108, 2.66%)

2. ANALYSIS: People with incomes above 75k do not play video game
even the average amount or with any type of decent coverage. With a
low coverage, racing games are a type of game this income bracket uses
a bit above average.

• OVERALL ANALYSIS: Whites and black both have high coverage of use for playing
arcade/classic video games. Within the income brackets, there is really no consistency.
Overall, the highest used games are arcade/classic games. Asians and people with
incomes above 75k both do not play video games much and it is not a good way to target
them.

9. What is your target’s self-concept?

Race:

White:

Efficient, Organized, Diligent, Thorough (100, 30.6%)

Stubborn, Hardheaded, Headstrong, Obstinate (100, 14.7%)

ANALYSIS: This group did not have a wide variety of self-concepts. This group tends to label themselves
more as efficient, & stubborn.

Black:

Affectionate, Passionate, Loving, Romantic (138, 55.9%)

Amicable, Amiable, Affable, Benevolent (154, 31%)

Awkward, Absent-minded, Forgetful, Careless (138, 7.96%)

Brave, Courageous, Daring, Adventuresome (149, 23.9%)

Broadminded, Open-minded, Liberal, Tolerant (177, 49%)

Creative, Inventive, Imaginative, Artistic (128, 35.7%)

Dominating, Authoritarian, Demanding, Aggressive (150, 14.1%)

Egocentric, Vain, Self-centered, Narcissistic (198,10.1%)

Frank, Straightforward, Outspoken, Candid (141, 31.2%)

Funny, Humorous, Amusing, Witty (140, 32.5%)

Intelligent, Smart, Bright, Well Informed (123, 35.4%)

Kind, Good-hearted, Warmhearted, Sincere (116, 57.2%)

Refined, Gracious, Sophisticated, Dignified (154, 23.5%)

Reserved, Conservative, Quiet, Conventional (195, 32.7%)

Self-assured, Confident, Secure (102, 19.7%)

Sociable, Friendly, Cheerful, Likeable (103, 34.3%)

 Stubborn, Hardheaded, Headstrong, Obstinate (124, 18.2%)

Tense, Nervous, High-strung, Excitable (120, 9.74%)

Trustworthy, Competent, Reliable (119, 59.2%)

ANALYSIS: This group’s self-concept is very diverse. They find themselves to be considered under many
different characteristics. Targeting this audience could be difficult if you are trying to reach them all; there
are many characteristics one would have to take into consideration.

Asian:

Dominating, Authoritarian, Demanding, Aggressive (130, 12.2%)

Efficient, Organized, Diligent, Thorough (125, 38.2%)

Egocentric, Vain, Self-centered, Narcissistic (203, 10.4%)

Refined, Gracious, Sophisticated, Dignified (117, 17.9%)

Sociable, Friendly, Cheerful, Likeable (114, 38.1%)

ANALYSIS: People in this group tend to have a self-concept that they are dominating, efficient,
egocentric, refined, & sociable. Using these characteristics would be the best way to get to your target
audience.

Income:

<25K:

Affectionate, Passionate, Loving, Romantic (101, 41.1%)

Amicable, Amiable, Affable, Benevolent (122, 24.5%)

Awkward, Absent-minded, Forgetful, Careless (124, 7.17%)

Brave, Courageous, Daring, Adventuresome (147, 23.6%)

Broadminded, Open-minded, Liberal, Tolerant (131, 36.2%)

Creative, Inventive, Imaginative, Artistic (104, 28.9%)

Dominating, Authoritarian, Demanding, Aggressive (178, 16.7%)

Efficient, Organized, Diligent, Thorough (103, 14.8%)

Egocentric, Vain, Self-centered, Narcissistic (236, 33.9%)

Frank, Straightforward, Outspoken, Candid (135, 29.9%)

Funny, Humorous, Amusing, Witty (127, 29.6%)

Kind, Good-hearted, Warmhearted, Sincere (104, 51.3%)

Refined, Gracious, Sophisticated, Dignified (117, 17.91%)

Reserved, Conservative, Quiet, Conventional (157, 26.3%)

Self-assured, Confident, Secure (124, 23.8%)

 Sociable, Friendly, Cheerful, Likeable (123,41.1%)

Stubborn, Hardheaded, Headstrong, Obstinate (145, 21.4%)

Tense, Nervous, High-strung, Excitable (219, 17.8%)

Trustworthy, Competent, Reliable (100, 49.9%)

ANALYSIS: People in this group also have very diverse thoughts on their own self-concept.

75K or More:

Affectionate, Passionate, Loving, Romantic (108, 44%)

Amicable, Amiable, Affable, Benevolent (101, 20.3%)

Efficient, Organized, Diligent, Thorough (106, 32.4%)

Intelligent, Smart, Bright, Well Informed (113, 32.5%)

Kind, Good-hearted, Warmhearted, Sincere (105, 51.8%)

Refined, Gracious, Sophisticated, Dignified (104, 16%)

Sociable, Friendly, Cheerful, Likeable (107, 35.7%)

Stubborn, Hardheaded, Headstrong, Obstinate (102, 15.1%)

Trustworthy, Competent, Reliable (110, 54.7%)

ANALYSIS: People in this group consider themselves to be more along the lines of affectionate,
amicable, efficient, intelligent, kind, refined, sociable, stubborn, & trustworthy; they look at themselves
positively.

25K-$49,999:

Brave, Courageous, Daring, Adventuresome (109, 17.4%)

Broadminded, Open-minded, Liberal, Tolerant (100, 27.7%)

Creative, Inventive, Imaginative, Artistic (101, 28.2%)

Frank, Straightforward, Outspoken, Candid (125, 27.6%)

Refined, Gracious, Sophisticated, Dignified (105, 16.1%)

Reserved, Conservative, Quiet, Conventional (117, 19.7%)

Self-assured, Confident, Secure (110, 21.2%)

Stubborn, Hardheaded, Headstrong, Obstinate (106, 15.6%)

ANALYSIS: People in this bracket have a self-concept of being more frank & reserved. They also
considered themselves to be brave, self-assured, &stubborn, etc.

50K-$59,999:

Affectionate, Passionate, Loving, Romantic (119, 48.3%)

Amicable, Amiable, Affable, Benevolent (141, 28.3%)

 Creative, Inventive, Imaginative, Artistic (113, 31.6%)

Efficient, Organized, Diligent, Thorough (113, 34.5%)

Trustworthy, Competent, Reliable (102, 50.6%)

ANALYSIS: People in this bracket tend to have these characteristics as their self-concept more then
others. The best way to reach them would be by using these characteristics.

60K-$74, 999:

Awkward, Absent-minded, Forgetful, Careless (105, 6.08%)

Brave, Courageous, Daring, Adventuresome (104, 16.7%)

Broadminded, Open-minded, Liberal, Tolerant (108, 29.8%)

Dominating, Authoritarian, Demanding, Aggressive (118, 11.1%)

Efficient, Organized, Diligent, Thorough (100, 30.8%)

Intelligent, Smart, Bright, Well Informed (107, 30.9%)

ANALYSIS: People in this bracket listed their self-concepts as the characteristics above. Using these
characteristics to target them would be the best way to reach them using this method.

OVERVIEW: The two groups we found to be most similar are black & those making less than $25,000.
The other groups did not have similar answers unlike these two. In other words, you could target these
markets together; for the other groups you would have to target them separately.

10. How different is JCPenney’s target from Target, Wal-Mart, Kohl’s, and Macy’s target in
terms of age, race, income, and education?

• Target

i. Age: 25-34 (index 122 vert 20.2%) 35-44 (index 115 vert 22.0%)

ii. Education: Graduated College (index 135 vert 18.8%), Attended college 1-3
years (index 108 vert 24.2%)

iii. Race: Asian (index 111 vert 4.69%), White (index 104 vert 80.6%)

iv. Income: 50k-60k (133 5.97%) 60k-75k (133 4.95%) 75+ (127 5.67%) 25-50k (117
23.7%)

v. Analysis: The types of people who shop at Target are generally between the
ages of 25 and 44. They have either attended college for some amount of time or
graduated. They are mostly Asian or White and have an income above $25k.

• Walmart

i. Age: 55-64 (index 107 vert 16%) 25-54 are all similar, but 45-54 index is one 103
vs. 102 and their vertical is 20.2% vs. 19.6 and 16.9

ii. Education: Graduated HS (index 108 vert 35.4%), Attended college <1-3 (index
104 vert 30.4%)
 iii. Race: White (index 102 vert 79.1%) Black (index 100 vert 11.7%)

iv. Income: less 25k (107 26%) 25-50k (103 20.8%)

v. Analysis: The types of people who shop at Walmart are basically all ages, with a
high density of shoppers between 55 and 64. They are high school graduates
with the possibility of some college. Most shoppers are white or black (Asians are
very unlikely to shop there). The majority of people who shop there have an
income below $50k.

• Kohls

i. Age: 35-44 (index 119 vert 22.8%) 45-54 (index 109 vert 21.2%)

ii. Education: Graduated college (127 17.8%) attended college 1-3 (119 26.6%)

iii. Race: White (112 87%)

iv. Income: 60-75k (144 5.36%) 75k+ (122 5.49%) 50-60k (120 5.38%)

v. Analysis: The shoppers of Kohls are typically between the ages of 35 and 54.
They have either attended some college or graduated college. They are primarily
white and have an income upwards of $50k.

• Macys

i. Age: 45-54 (113 22%) 35-44 (106 20.4%)

ii. Education: Graduated college (136 19%)

iii. Race: Asian (161 6.84%) Black (124 14.5%)

iv. Income: 75k+ (179 8.01%) 60-75k (153 5.68%)

v. Analysis: Shoppers of Macys are mainly Asians who have graduated college
between the ages of 35 and 54 with an income above $60k.

• JCPenny

i. Age: 45-54 (112 21.9%) 55-64 (108 16.1%) 35-44 (107 20.6%)

ii. Education: Attended college <1-3 (107 31.1%) Graduated HS (106 34.7%)
Attended College 1-3 (106 23.9%)

iii. Race: White (102 79.7%)

iv. Income: 25-50k (114 23%) 60-75k (112 4.16%) 50-60 (108 4.87%)

v. Analysis: The shoppers of JCPenny generally are between the ages of 35 and 64
who have graduated high school with the possibility of attending some college.
They are generally white with an income between $25k and $75k.

• OVERALL ANALYSIS:

i. Age: Target is a store with primarily younger shoppers, while Walmart has a very
broad customer age range. Kohls and Macys have mostly middle-aged
customers. JCPennys has a middle-aged to older customer base.

ii. Education: The most highly educated customers shop at either Macy’s, Target, or
 Kohl’s. The least educated customers shop at Walmart, and JCPenny falls
somewhere in between with people who have graduated high school and may
have went to college, but not completed it.

iii. Race: Kohl’s is highly composed of white customers. JCPenny has an average
composition of white customers, but Whites and blacks have an average
composition at Walmart but high coverage. Macy’s has a high composition of
Asian and black customers.