BUS 347 CONSUMER BEHAVIOUR LIBRARY RESEARCH ATTITUDE CHANGE

BUS 347: CONSUMER BEHAVIOUR LIBRARY RESEARCH ATTITUDE CHANGE ASSIGNMENT (#1) Mark Bodnar mbodnar@sfu. ca

BUS 347 research guide 2 http: //bit. ly/bus 347

Brief version of Assignment #1 3

4 Choosing a publication and an ad Advertisement: Product isn’t too new – brand has been around for at least a few years. Likely to have distinctive consumers Covered by the Vividata Reports (our main source of consumer demographic data at a brand level) Note: Sold Product type vs. Specific brand in Canada

CONSUMERS: Vividata 5 A. 3. 5% of Elle Canada readers buy Olay Regenerist B. This is 23. 6% higher than the percent of the population overall that buys Olay Regenerist. C. 23. 9% of Olay Regenerist purchasers read Elle Canada

CONSUMERS: Vividata 6 Olay Regenerist purchasers are more likely than the general 14+ population to say they strongly agree that it’s important to keep young looking… but less likely than the broader category of people who have used facial moisturizers recently.

7 CONSUMERS: Business Source Nexis. Uni

CONSUMERS: Passport 8

COMPANIES: Passport 9

READERS: Media Kit 10 The Hockey News: 2018 Media Kit Source: Vividata

READERS: Media Kit 11 Today’s Parent: 2018 Media Kit (See pages 2124) Source: Vividata

READERS: Vividata 12 A. 20. 8% of Canadian females who are 14 or older say they have read Elle Canada in the last year. B. Only 5. 3% of Canadian males report having read Elle Canada in the past year. Guide at: bit. ly/vividatabasics

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