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Q3

Are psychographic data as helpful to marketers as demographic data

Background

Psychographic data is as useful as demographic data to marketers.

"Neatniks"

Hoover -- demographic

Retailers -- psychographic

More people believe good grooming is crucial to staying healthy

Case Study 4.1

Sanitized to Perfection

Housecleaning is a regular activity

Q1

Is the Yankelovich study primary or secondary data? Why?

Personal hygiene and cleanliness as best way to maintain good health

The Yankelovich study is primary date.

Because the date was gathered specifically to answer questions about the Neatniks.

The conductors of this study are getting this information firsthand and not gathering it and compiling it from other sources.

Yankelovich want to gain more understanding of a particular segment of the population that believe that "having a cleaning, spotless home is important in personal life today".

Q4

What other sources might a company like Hoover use to help develop new products/product modifications, identify target, customers, and develop a promotional strategy?

Q2

How might some firms like Procter & Gamble use this information? Hoover (vacuum cleaners)?

Customer geographic data

Behavior data

Develop products that target the same market

They can market their products health and cutting edge.

They can show how the vacuum helps them conquer tasks quickly and without aid.

They can market the vacuum especially to single mother and women who may get satisfaction out of efficiently cleaning their house.

They can also streamline their product so that it is easier to use

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