Consumer Behaviour Analysis Report

This assignment focuses on analyzing consumer behavior across two distinct locations (Brighton Mall and The Theatre). It requires combining data from different sources to understand factors like age, gender, and purchase preferences. A key aspect is calculating the median for various purchasing and listening preference categories, comparing these between 'young at heart' and 'senior' consumers. Finally, the assignment involves creating cross-tabulations based on both purchasing and listening preferences to further explore relationships within the data.

CASE STUDY B:
TRIBUTE LIMITED

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1 ...........................................................................................................................................1
TASK 2............................................................................................................................................2
(a) Complete the given table...................................................................................................2
(b) Graphical representation of % of total and % of total profits...........................................3
TASK 3............................................................................................................................................4
(a) Interpretation of the results after combining two sets.......................................................4
(b) Biased collection of data...................................................................................................4
(c) Ways to improve data collection.......................................................................................4
TASK 4............................................................................................................................................5
(a) Calculation of median ranking..........................................................................................5
(b) Cross tabulation................................................................................................................5
(c) Evaluation of intern's survey.............................................................................................6
(d) Effective method of survey...............................................................................................6
TASK 5............................................................................................................................................6
Ways to market Jonnie John's music......................................................................................6
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8
APPENDIX......................................................................................................................................9

Illustration Index
Illustration 1: Relationship between % of total CDs and percentage of total profits......................3
Illustration 2: Calculation of median...............................................................................................9
Index of Tables
Table 1: Calculation of %of total and % of total profits..................................................................8
Table 2: Combined data of two locations........................................................................................8
Table 3: Median calculation.............................................................................................................9
Table 4: Cross tabulation of purchasing preferences.....................................................................10
Table 5: Cross tabulation of listening preferences.........................................................................10

INTRODUCTION
Data analysis analyse, clean, transform and model given data which further helps in
discovering valuable information for decision making. Tribute Ltd promotes the work of various
tribute artists. Jonnie Jones is a tribute artist of Jimi Hendrix who have been very famous in the
1970s. The report discusses the nostalgia marketing technique that will be beneficial to tap the
potential customers, that are senior citizens. It further focuses on understanding the profit
estimation generated from different sales locations. Moreover, it recommends Chi square method
of data analysis for better inspection of data.
TASK 1
Marketing is an important tool to promote product and services and earn maximum
profits. The marketers’ interest in senior citizen market emerged from 1960s and became
common in the 1990s when they started concentrating on promoting product and services to the
senior citizens. It happened due to increase in proportion of senior citizen in the population.
However, advertisement framed to market product or services for this segment is required to
match with their lifestyles, attitudes, interest, social rules, employment status etc. The companies
tailor made advertisement campaign based upon the taste and preferences of senior citizen
(Merchant and Rose, 2013). It helps them to relate with these advertisements. Tribute Ltd. Have
been involved in promoting the work being performed by Tribute artists through various singers
involved in it. Jonnie Jones, who is a tribute artist of Jimi Hendrix, is achieving heights due to
his quality of tribute performances. Since, the singer, he gives tribute to was, an artist during the
1960s, the major audience consist of senior citizen who love to listen his voice again. It is
difficult to approach senior citizens through social media marketing and it is required for Tribute
Ltd. To approach in different manner.
Nostalgia marketing is a type of marketing activity adopted to connect the customer
through using retro roots such as culture, fond memories etc. Senior citizens are Jimi Hendrix
have been very famous in his times and to promote a person given tribute to him will attract
senior citizen segment. People belonging to the age segment above 50 can be tapped by
connecting them to their fond memories with the performance of that singer. In case of senior
citizens, nostalgia marketing will very well work due to its high engagement possibility among
them (Kessous, 2014).. It will help Tribute Ltd to connect people with their retro roots. It revives
the cultural memories in the minds of the customers from past decades (Cui, 2015). It helps the
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customers to live and recollect fond remembrance and make them smile. It connects people to
the associated brand which further helps to build customer base. Tribute Ltd. uses this type of
marketing technique which connect senior citizens and further helps the company to promote
young artists. Hence, it will be helpful for the enterprise to use this marketing strategy.
. It would be preferable to use more TV advertisement campaigns and direct selling
technique to promote Jonnie Jones as a tribute singer (Muehling and Pascal, 2012).
TASK 2
(a) Complete the given table
The calculation (attached in appendix 1) performed is based on the data given. There are
various sales location that have been provided and based on the price charged on every location,
sales cost has been evaluated. Percentage of total disc have been calculated using the formula:
(Total CDs sold at each sales location/Total number of CDs sold) *100
It helped in calculating the percentage of disc sold at each location with to the total number of
CDs sold. In order to calculate estimated profits, total price of the CDsdisc are calculated at
every location by multiplying the price of each CD with that of number of CDs that have been
sold on each location. Further, Cost incurred to sell the disc is subtracted from total price of CDs
sold in order to get estimated profits of each location. Since, at one sales location, Music discs
was given for free to promote, the Tribute Ltd has to incur loss at that location.
In order to calculate percentage of total profits following formula is used:
(Estimated profits of each location / Total estimated profits from all the location) *100 (Gelman
and et.al., 2014)
It helped to examine the percentage profits earned by the company from each location. It also
helped to understand that which sales location is contributing the most to the total estimated
profits of Tribute Ltd.
(b) Graphical representation of % of total and % of total profits
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Above graph represents the relationship between percentage of total CDs in relation to
percentage of total profits that Tribute Ltd have earned in the year 2014-16. From the graph, it
can be interpreted that the company have been able to sell most of the dmusic disc at retail where
it managed to sell 2459 CDs and helped the company to earn maximum profits. It is contributing
42.43% towards the profits earned by the company in 2014-16. Further, sales on CDs in concert
performance is on second place after retail where the company managed to sell 1376 music
discand contributed 39.57% of the total profits. Moreover, the company had to bear losses when
it gave CDs for complementary. Tribute can further improve its sales through Brighton Pubs and
earn higher profits. The company sold disc at higher prices in concert performances and
therefore able to earn higher profits in comparison to the profits that it earned through other sales
locations.
TASK 3
(a) Interpretation of the results after combining two sets
Jonnie showcased his talent at two places that are, Brighton mall and theatre. Based on
the result formulated (Attached in appendix 2) by combining the data of two places, it can be
interpreted that, the people who showed interest in his performance were more in the age bracket
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Complimentary
General
Mail order
Web order
Concert performances
Retail
Brighton pubs-10
0
10
20
30
40
50
60
% of Total CDs
% of Total Profits
Illustration 1: Relationship between % of total CDs and percentage of total profits

of 61 to 75. Since, he gave tribute to an old singer of 1970s, people of this age bracket were the
potential targets to sell CDs. Further, out of the total people who showed interest, 35 were males
and 61 were females. It shows that female section is more interested in hearing the songs of Jimi
Hendrix rather than males. Majority of people gave 2 minutes while showing interest in his
performance.
(b) Biased collection of data
Bias refers to extending support to any person or work in an unfair manner. It shows that
the person has taken the judgement influenced by his own opinion. It is also known as partial
behaviour towards one person or a thing against other (Wickham, 2016.). It is required to opt for
accurate and precise data, since, it gives authentic results. The data collected for two different
location in order to judge the interest of people is biased. The reason of discrimination is that the
locations chosen are quite different from each other. It will be biased if the results of theatre will
be compared to that of a mall. The shopping mallwill show greater involvement than that of
theatre due to difference in the availability of people. No interest was shown by the people in
theatre who are in the age bracket of 16 to 45. It shows that there were less people present
belonging to that age bracket. Also, more female members go to shopping mall which shows that
female showed more interest rather than males. It affected the results and proves that the criteria
of data collection were biased which has not given accurate results.
(c) Ways to improve data collection
In order to get proper results, it is important that the data collected by researcher is
precise and authentic. Following methods can be used to improvise this method:
 The chosen areas to collect data should be effective enough to give accurate result (Miles,
Huberman and Saldana, 2013)
 Consider interactions with important and potential customers
 Different metrics are required to be considered such as, sales revenue, marketing plan and
track record of visitors.
 Identifying the sources of data that can be used (Menke, 2012).
 Consider potential problems and wrong decisions that the company can face.
 Tribute Ltd. Can use data of two different malls in order to make comparisons.
 It can approach to the places where the availability of senior citizen is more.
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TASK 4
(a) Calculation of median ranking
Median is the middle value of any data, when it is arranged in ascending or descending
order. Based on given scenario, data have been divided in two categories where people below the
age of 65 are kept in young at heart category. On the other hand, the other category is for the
people above the age of 64 and named as seniors. The median of the two categories are
calculated (Attached in appendix 3). Based on the results it can be interpreted that, the median
of retail is 1 according to the purchasing preferences of the customers. It shows that people
prefer to purchase CDs from retail. On the other hand, seniors prefer to make purchases through
retails and concert both. Phone is the least preferred purchase preference for young at heart.
However, online is the least preferred mode of purchase for seniors.
In case of listening preference, Cassette is least preferred mode of listening in case of young at
heart and digital in case of seniors
(b) Cross tabulation
Based on the cross tabulation performed (Attached in appendix 3), the median is different
based on the categories. The purchasing preference of young at heart is retails and that of seniors
is concert On the other hand, mails are preferred by young people than that of senior citizens.
Cross tabulations also shows that based on listening preferences, Cassette is preferred by young
at heart people and CD and cassettes both are preferred by senior citizens for listening songs.
Digital media is more convenient listening option for seniors than that of young people.
(c) Evaluation of intern's survey
The method used by the intern to conduct the survey may effective enough, since,
median test conducted have given appropriate results. Also all the modes of purchasing and
listening preferences are considered in order to find out the customer's choice. In totality, it gets
easy to judge the purchasing preferences of people in different available ways (Stokes, Davis and
Koch, 2012). Also, the number of respondents chosen in every category appropriate enough to
give authentic data. The results based on the survey conducted by intern reveals that retail is
highly preferred in terms of purchasing and CD is the listening preference for the people. Hence,
the method used by the intern to conduct the surveyis authentic enough to get appropriate and
accurate results.
(d) Effective method of survey
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Chi square test would have given more accurate result rather than the method being used
by the intern. It is a statistical hypothesis test used when there are variables available in two
categories from a single population. The methods will be appropriate to ascertain the results of
two categories involved that are purchasing preference and listening preference. Further, it helps
to find out whether there is any association present between the two variables. Null hypothesis
states that there is no relationship between the two variables and alternative hypothesis states that
there is some association between these variables. This method would have been helpful to find
the relationship between both the categories as well. This tool would have given detailed
explanation of the two categories and it would have been easy to analyse the result in better way.
TASK 5
Ways to market Jonnie John's music
Based on the analysis performed above, there are following ways that can be used by
Tribute Ltd to market the music of Jonnie Jones:
 Advised to adopt nostalgia marketing and direct selling method to tap senior citizens
 The purchasing preference of the customer is retail sector and it is giving higher profits
then the company should continue selling his CDs to through that sector.
 Tapping the customer in the age bracket 61 to 75 will be most beneficial.
 Females are most attracted towards the singer Jimi, therefore the advertisement campaign
should consider them more to generate higher profits
 People of different age groups have different purchasing and listening preferences. These
are required to be considered while making CDs available for them.
CONCLUSION
Based on the above report, it can be concluded that, Tribute Ltd can use nostalgia
marketing in order to promote Jimi Hendrix CDs. It will help to tap potential market of senior
citizens in a better way. Further, the company is able to earn highest when the sales are made
through retail and therefore it is most preferable sales location. In the end, Chi square test is
being suggested that can be used by the intern for better inspection of data.
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REFERENCES
Cui, R., 2015. A review of nostalgic marketing. Journal of Service Science and
Management. 8(01). p.125.
Gelman, A. and et.al., 2014. Bayesian data analysis (Vol. 2). Boca Raton, FL: CRC press.
Kessous, A., 2014. Nostalgia, autobiographical memories and brand strategy: Marketing to the
post–World War I generation. Journal of Brand Strategy. 3(2). pp.148-154.
Menke, W., 2012. Geophysical data analysis: discrete inverse theory: MATLAB edition (Vol.
45). Academic press.
Merchant, A. and Rose, G. M., 2013. Effects of advertising-evoked vicarious nostalgia on brand
heritage. Journal of Business Research, 66(12), pp.2619-2625.
Miles, M. B., Huberman, A. M. and Saldana, J., 2013. Qualitative data analysis. Sage.
Muehling, D. D. and Pascal, V .J., 2012. An involvement explanation for nostalgia advertising
effects. Journal of Promotion Management. 18(1). pp. 100-118.
Stokes, M. E., Davis, C. S. and Koch, G. G., 2012. Categorical data analysis using SAS. SAS
institute.
Wickham, H., 2016. ggplot2: elegant graphics for data analysis. Springer.
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APPENDIX
Appendix 1:
TASK 2
(a) Complete the given table
Table 1: Calculation of %of total and % of total profits
Sales location Total CDs
% of
Total
Price of
CD (in £)
Total price
of CDs sold
Cost of
CDs Sold
(in £)
Estimated
Profits (in
£)
% of Total
Profits
Formulas -
(CDs of
each
location /
Total
CDs) *
100 -
Total CDs *
Price of CDs
Total CDs
* £2
Price of the
CDs sold –
Cost of CDs
sold
(Estimated
profits at
each location
/ Total
estimated
profits) * 100
Complimentary 130 2.72 0 0 260 -260 -0.75
General 353 7.38 10 3530 706 2824 8.12
Mail order 167 3.49 10 1670 334 1336 3.84
Web order 223 4.67 10 2230 446 1784 5.13
Concert
performances 1376 28.79 12 16512 2752 13760 39.57
Retail 2459 51.44 8 19672 4918 14754 42.43
Brighton pubs 72 1.51 10 720 144 576 1.66
Total 4780 100 60 44334 9560 34774 100.00
Appendix 2:
TASK 3
(a) Combined data of two sets
Table 2: Combined data of two locations
Factors Brighton Mall The Theatre Combined results
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Minutes
1 14 11 25
2 41 19 60
3 25 9 34
4 or more 24 13 37
Age
<15 0 2 2
16-30 4 0 4
31-45 16 0 16
46-60 17 9 26
61-75 64 41 105
76< 3 0 3
Gender
Female 65 30 95
Male 39 22 61
Appendix 3
TASK 4
(a) Calculation of median
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Table 3: Median calculation
Young at heart Seniors Total
Purchasing
preferences
'=Median(Data of
young at heart
category)
'=Median(Data of
seniors category)
'=Median(Data of
both categories)
Retail 1 2 1.5
Concert 3 2 3
Online 2 4 3
Mail 4 3 3
Phone 4 3.5 4
Listening preferences
Cassette 5 3 4
10
Illustration 2: Calculation of median

CD 2 3 2
Live 4 3 3
Digital 3 5 4
Radio 2 2 2
(b) Cross tabulation
Cross tabulation based on purchasing preferences
Table 4: Cross tabulation of purchasing preferences
Young at heart Seniors
Retail 1 2
Concert 3 2
Online 2 4
Mail 4 3
Phone 4 3.5
Cross tabulation based on listening preferences
Table 5: Cross tabulation of listening preferences
Young at heart Seniors
Cassette 1 2
CD 3 2
Live 2 4
Digital 4 3
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