Consumer Behavior: Building Marketing Strategy 13th Edition by Delbert Hawkins, David Mothersbaugh

Exercise 18

Pick a product of interest and examine the Simmons Market Research Bureau or MediaMark studies on the product in your library (these are often in the journalism library on CD-ROM). Determine the extent to which its consumption varies by ethnic group and region. Does consumption also vary by age, income, or other variables Are the differences in ethnic and regional consumption due primarily to ethnicity and region or to the fact that the ethnic group or region is older, richer, or otherwise different from the larger culture