Purchasing and Buyer Behavior

Log into the Simmons database on the OU Libraries Website using the following link: https://guides.ou.edu/c.php?g=371082&p=2508181Links to an external site.. Click on the Simmons Insights link in the top middle column of the page. Using the Spring 2017 NHCS Adult Study 12-month, cross tabulate the generational cohorts of Silent Generation, Baby Boomers, Generation X, Millennials and Generation Z against the following five demographic / lifestyle variables: (a) monthly use of 1% low fat milk; (b) fishing as a likely activity to do on vacation; (c) monthly visit to Olive Garden; (d) ownership of Amazon Fire TV device; (e) notice of billboard in the last 30 days.

Export the table you created to Excel and answer the following questions. Note: please include in your submission the Excel output as well as your answers to the questions below in one document. You can either paste the spreadsheet into a Word document or just create text boxes to answer the questions in on the spreadsheet.

1. You are marketing fishing gear and you have to choose one of the generational cohorts as your target market. Which cohort will you choose and why? (2)

2. If this is the only information to base your decision on, will you buy an advertisement to advertise Olive Garden restaurant in the AARP Magazine? Motivate your choice. (2)

3. What percentage of Generation Z owns an Amazon Fire Stick (1/2)

4. What percentage of people owning an Amazon Fire Stick are Millennials? (1/2)

5. Is the Silent Generation more or less likely than the average population to notice your billboard advertisement for 1% low fat milk? By how much more or less likely? Why do you think this is the case? (3)

6. Which generational cohort is least represented in this study? What percentage of the total U.S. population do this specific generational cohort make up according to this study? (2)