Differences between customers and noncustomers

CUTTING-EDGE MARKETING ANALYTICS Real World Cases and Data Sets for Hands On Learning

Question 1. How do people choose the fast-food restaurant to visit? a. What is important: location, price, assortment, or cuisine?

Question 2. Who do you think are Sticks customers and what are their motivations for visiting Sticks?

Question 3. What does the survey data tell us about differences between customers and noncustomers?

Question 4. What survey questions would you use to identify the customer segments?

Question 5. How many customer segments can you estimate from the survey data? a. What are the profiles of the customer segments? b. Which customer segments should Sticks target?

Question 6. Provide a recommendation for the location of the next Sticks Kebab Shop based on the segmentation analysis and the demographic profiles of the locations in the following table.

Location Population Median Age Median Income Consumer Spend (In Millions) Consumer Spend per Household Major Customer Profiles A 29,321 39.1 $92,700 $722 $62,404 Blue Blood Estates, Brite Lites, Li`l City, Executive Suites, Upward Bound, Winner`s Circle B 34,183 32.5 $31,900 $482 $36,720 City Startups, Family Thrifts, Hometown Retired, New Beginnings, Sunset City Blues C 42,913 32.5 $55,700 $754 $46,828 Brite Lites, Li`l City, Family Thrifts, Upand-Commers, Upward Bound, White Picket Fences D 57,509 34.8 $75,500 $1,184 $57,880 Brite Lites, Li`l City, Country Quires, Upand-Commers, Upward Bound, White Picket Fences 55