Can someone please help me answer the 3 discussion and debate questions please.
ID: 350463 • Letter: C
Question
Can someone please help me answer the 3 discussion and debate questions please.
rplex. How much cognitve effort goes into making a decision affects what type ofde abitual decision A modifed rebuy involves imited decision making. A new task invoves exensive p Side 37of 49 CHAPTER 10 6, CATS, KIBBLE, AND CABLE TV Buying, Using, and Disposing 387 BACKGROUND AND GOAL hired by PROSPEROUS PETS, a small regional THE DATA The data in each of the three reports can be interpreted in a similar manner O The (mils) column is the estimated number (in millions) fbtique pet care stores. PROSPEROUS PETS ocuses owners for all of their needs, including pet sitting, pet training, and food. PROSPEROUS PETS ten esno consider their dogs and cats surrogate children,; and who, are willing to spend top dollar on quality services and products on serving dog and cat grooming, toys, ds to serve customers of people or U.S. households who exhibited the target behavior in the row and column. For example, 15.1 mil lion U.S. adults report watching the cable channel AMC as well as who own one dog. The vertical percentage (%) column is the estimated per- centage of all people in a column who watch the channel reported in the table's row. For example, of all people who own one dog, 23.8 percent of them also report watching AMC. PROSPEROUS PETS is preparing to launch its first television advertising campaign. The top management team has whittled the list of cable channels to potentially advertise on down to 11. Your task is to analyze additional information about the viewers of these 11 stations and come up with a short list of cable channels that you believe will be best for PROSPEROUS PETS. To aid you in your task, management handed you three reports generated from Gfk MRI. The first report deals with the quantity of pets owned by viewers of each channel, the second report deals with the types of pet services used by channel viewers, and the These three pieces of information can be informative on final report is about where people buy their pet food. The horizontal percentage (%) column is the estimated percentage of all people in a row who also exhibit the behavior reported in the table's column. For example of all people who watch AMC, 29.7 percentage of them own one dog. their own. However, they can also be used to calculate other useful metrics. Use the information provided in Table 1 to answer the following questions: 1 If someone owns a dog, what is the percentage chance 2 Which channel is much more likely to be watched Task 1: Understanding the Data 4 If we wanted to reach the most two to three dog-owning households by advertising on only a single cable channel, they watch Fox News? What if they own a cat? by someone with four or more dogs than an average Index value of 100 is the benchmark for an average U.S which channel would we pick? watchers are more likely to own either a cat or dog com- pared to the national average? Regardless of the number of dogs or cats someone owns (including zero)), about how many U.S. adults in total said with four or more dogs than an avera5 Bseon thse resuits s t tar to ay that Aninal Plmen 6 adult to have four or more dogs. they watch the Cooking Channel? š Which channel is much less likely to be watched by some- one with four or more cats than compared to an average American? What is the Index value?Explanation / Answer
1)
Discount Stores = 22.8 / (22.8 + 53.2 + 10.2) = 26.5 %
Pet Specialty Shop = 53.2 / (22.8 + 53.2 + 10.2) = 61.7 %
Vetenariers = 10.2 / (22.8 + 53.2 + 10.2) = 11.8 %
2)
HH subscribers to cable has largest share of viewers of 50.8% who buy their food from vetenaries
3)
HH subscribers to cable, History Channel and Discovery channel has the highest share of viewership
Cooking Channel, Comedy Central and Syfy is poorest fit for the advertisement
4) What is the behaviour of the customer who chooses to visit three types of food stores. What is the driving factors for them to go though various TV channels before choosing food for the pet. Where does PROPSEROUS PETS actually aligned from three food channel. Do any of the TV channel has similar characteristics program to PROPSEROUS PETS ?
5) Given table shows viewership as per the choice of the food for their pet. If PROPSEROUS PETS strength is shifted from food to the toys then they should target different channel who are more inclined towards toys and assessment of the viewership should be carried out.