IDENTIFICATION OF TARGET SEGMENT

An EVENT (E) that is strong enough to trigger survivalism in the non-

disaster-ready (anyone not currently a survivalist) creates an “OH SH*T

MOMENT” (O), which leads to a change in belief and or behavior in the form of a

response or reaction (R).

However, an EVENT (E) may or may not be catastrophic, and it may or

may not directly affect a person.

An event may indirectly affect a

person by association with those

directly affected by the event.

The event may be as simple as a

desire to reduce future

uncertainty, and events outside of

ones control.

The external event (E) is an affective initiator which is internalized and

then leads to an affective/cognitive motivator (O) resulting in cognitive/behavioral

response (R).

Types of events that trigger survivalism could include: Hurricane Katrina

(natural)(Donvan pg 1,2), 9/11(unnatural)(Grover: Video), tsunamis or other

environmental natural events, political change, rising cost of gas (energy) and

food (necessities) as well as other economic or environmental events.

Emotions directly associated with “oh sh*t moments" (which are triggered

by such events, E) include: fear, desperation, worry, and desire for change.

DEMOGRAPHICS

The segment size of survivalists is just over one million members, at

1,159,088.(Simmons) For per capita income we used a 5% trimmed mean to

counter the effects of extreme outliers. It resulted in a figure of $100,094.56.

(SurvivalBlog.com Profiles)

These numbers multiplied

gives us the purchasing power

of our segment,

at $116,018,403,361.28. The

age of our segment is from 25

to 59. The majority of

survivalists are in their 40s, but

there are some ranging from

their mid-20s up to early 60s.(SurvivalBlog.com Profiles) In order to encompass

all these groups we chose a wider range than just 40s to avoid having too narrow

of a target market. In conducting Simmons research we chose to include gun

ownership. In the survivor blog personal profiles the most common shared

characteristic was gun ownership at 100% of participants. Many identified

themselves as knowledgeable with guns. Another source interviewing a

survivalist expert confirmed the importance of gun ownership, saying that she

had made a mistake in not previously owning a gun.(Grover: Video) She

believed not owning a gun left her unprepared and unprotected. Other similar

shared interests were gardening, outdoor activities, and stockpiling resources.

(Sims pg. 1,2) Our target segment is 90% white, a notably high percentage.

(Simmons) The heads of household have a marriage rate of 97%. Only 1% are

expecting a baby and the most have one to three children or none.(Simmons)

This data indicates the majority of our demographic falls into the Full Nest 2

segment or Empty Nest 1 segment. This shows that survivalists are already

established and have a steady income. In regards to religion, there are slim to

no Muslims, Presbyterians, Episcopalians, or Jews; a total of 30% identify

themselves as other religious or no preference, and 25% identify as Catholic.

Our target segment has only 1.3% heads of household with less than a high

school degree, while 39% achieved a college degree or more. Within the

segment a total of 91.9% are employed either full or part time with 85% being full

time. 65% of individual incomes earn $50,000 or more annually. With an index

of 326 production and transport of materials was the first of three noteworthy

occupations and the second with an index of 293 is building and ground

maintenance. The third and last is Management in Business and Financial

Operations. 15% of survivalists work in this field at an index of 165. Survivalists

tend not to live in the northeast or the west coast. They also do not typically live

in cities.(Simmons) This is likely due to gun control laws and the preference of

home ownership in our segment. This also helps to explain the ethnicity of our

segment as higher concentrations of minorities live within cities.

EXTERNAL INFLUENCES

OTHER-ORIENTED VALUES

Other-oriented values among the U.S. population encourage survivalism

in several ways. First, the emphasis towards individual initiative is very strong in

American culture. This belief is mirrored in survivalist culture, based on the belief

that one is responsible for one’s own safety and security and cannot depend on

others to do this for them.(Grover: Video) Individualist values empower people to

innovate their lifestyle. For example, in the case of the soccer mom turned

survivalist, emphasis on youth in society was a motivator for her to become a

survivalist. She wanted to be able to take care of her children and family, and

although the children were not the decision makers their existence was key in

inspiring the changes she made to her lifestyle. Survivalists typically look after

their own family first, and instead of trying to provide for other

groups(SurvivorBlog.com profiles), make alliances with them to ensure

independent safety.(Sims pg. 1) Typically, in the United States important life

decisions are made by husband and wife. Men are more likely to look for

physical protective measures like weapons and safety, while women are more

likely to be nurturing, looking towards having enough defensive measures like

food and water.(Grover: Video and SurvivorBlog.com profiles) Finally, diversity

in American culture is highly stressed. This value is strong in survivalists as well.

They consider themselves different from most Americans, but they see their

differences as empowering and as improvements in their lifestyle.(Grover:Video)

Essentially, survivalists are working towards what they see as an ideal lifestyle.

ENVIRONMENT-ORIENTED VALUES

Environment-oriented values also have pertinence to survivalist culture,

although some of them stray from the basic values emphasized in survivalist

culture. Cleanliness may be preferred, but it comes second to survival.

Survivalists do not worry so much about social status as they worry about being

prepared for the worst when it inevitably comes. When considering tradition

versus change, survivalists are preparing to move backwards, towards a more

basic time. Not being used to fresh fruit in winter (Grover:Video), or not having

currency be worth anything more than kindling(Sims K pg 1) are some of the

things for which survivalists prepare. A modern standard of living is not as

important as having basic necessities and being prepared for primary, long-term

living conditions. Risk taking versus security is seemingly a contradiction for

survivalists. Logically, they put a lot of stress on security. However, this does

not mean that they do not enjoy risks. A statistically significant number of them

consider themselves to be risk-takers (Simmons). This may go along with a

survivalist’s feeling of being prepared for the future, leaving them free to take part

in perceivably risky activities. Survivalists take the American value of problem

solving to an extreme. They believe there is no problem so large that it cannot

be anticipated, and that steps can be taken in preparation for any problem. They

turn problem solution into problem prevention wherever possible. In cases where

the problem is unavoidable, due to preparation and planning, the problem is least

damaging to the survivalists’ lifestyle. The survivalist tends to have a higher

respect for nature than the average American.(Simmons) They garden, hunt,

and fish, all indicators of a conservationist attitude. While they believe in

conserving the environment when they can, it is in the end a means to an end.

The environment is something to be used to survive, in whatever means

necessary.

SELF-ORIENTED VALUES

Self-Oriented values are a cornerstone of the survivalist culture.

Americans and survivalists alike value action. Survivalists tend to put emphasis

on being healthy and some of them believe being in good shape is a part of

survivalism.(Donvan pg 2 and Simmons) This is not as stressed to the extent of

other factors, but being overweight is clearly contradictory to a good survival

plan. In sensual gratification versus abstinence the survivalist is at odds with

American culture. Although there is trending towards more abstinent values, it is

a long way from the extreme abstinence valued by the survivalist. A survivalist

prepares for an existence based on the basics only, with the belief that all the

luxuries we enjoy, including the things we take for granted, can be taken away.

Survivalists believe in sustaining oneself with the necessities. Anything more is

considered a luxury. Survivalists put great importance on instrumental

materialism. Acquisition of items useful for long-term survival is the basis upon

which the segment is built. Terminal materialism is completely rejected, unlike

American society. Owning unnecessary items for the sake of social status adds

nothing to ones ability to survive, and is not useful to this segment. Hard work is

clearly valued by both Americans and survivalists. Americans work long hours

without vacation and surviving is not an easy thing to do. The upkeep and

attention needed to stockpile the necessary resources is a large, even an

unending task that must be taken step-by-step(Sims pg 1), but there is

gratification found by completing each leg. Postponed gratification goes hand in

hand with survivalists’ rejection of sensual gratification. Although many

survivalists do not live the “post-catastrophe” lifestyle right now, they are

prepared for it. This is again at odds with the American culture, but survivalists

see it as an improvement over American culture. Being willing and able to forgo

luxury is what sets them apart and will allow them to survive no matter the

situation.

REFERENCE GROUPS

“It is precisely because neither individuals nor small groups can be fully self-

sufficient that cooperation is necessary to human survival and flourishing.”

-Tom G. Palmer

There are three notable primary reference groups for our segment:

friends, children, and neighbors. These groups represent informational and

normative influences. Normative influence because some of their purchases are

for approval and informational because they are seeking purchase advice.

15.4% of survivalists seek their friend’s opinions when making a purchase with

an impressive of 451. It is important to note that while the opinions of friends are

highly valued they are not considered as important as family. Children make up

a very powerful reference group within the segment. First, 30% of survivalists

say their children significantly impact brand choice. Second, 25% say their

children’s requests for nonessential purchases are hard to resist. Finally, the last

primary reference group is neighbors with an index of 183 survivalists seeking

their neighbor’s approval when shopping for brands. This could be explained

because survivalists tend to make alliances with neighbors, and work together

with them in order to develop plans to survive.(Sims pg. 1) While our target

segment is very individualistic and self-reliant, the above data indicates their

purchases can still be swayed by reference groups.

Survivalists are also susceptible to secondary reference group opinions,

though not as strongly as the aforementioned primary reference groups. The

nature of secondary reference group influences within our segment is

identification. Identification influence occurs within these groups as survivalists

internalize the group values and norms. The survivalist community at large,

particularly online, has increased the influence of this secondary group.(Sims pg.

1) Survivalists also are influenced by the organizations they belong to, such as:

church boards, unions, and local government positions.(Simmons)

INTERNAL INFLUENCES

EXPOSURE

In order to gain exposure, advertising should be done through catalogs,

magazines, internet, and television shows containing survivalist content.

Syndicated radio shows targeting our segment should also be used. Outdoor

advertising will not effectively expose our target to our message because many

live in geographic areas where outdoor advertising is limited. Outdoor

advertisement restricts the opportunity to see (OTS). Specific media vehicles will

be discussed in the promotion section of our 4P’s strategy.

ATTENTION

An individual factor of survivalists effecting attention is motivation.

Survivalists are highly motivated and the attention given to advertisements will

reflect this internal influence. Survivalists are motivated by a continuous drive to

improve their lifestyle. No matter how much they have stored or how much they

have learned, survivalists believe they can never be too prepared

(SurvivorBlog.com Profiles). Ads that appeal to survivalist’s preparation

motivations will be more likely to gain their attention than ads that do not.

INTERPRETATION

Reaching cognitively with logical ties provides greater utility. Affective

advertising will not appeal to survivalists because they will reject emotional

appeals. Cognitive advertising will be the most effective. This is due to

survivalists considering themselves well informed consumers (Simmons) and

relatively unaffected by emotional appeals.

LEARNING

In accordance with survivalists being motivated to continually improve

their preparedness they also have a tendency to actively pursue learning.

Survivalists are continually learning new activities, often those that would help

prepare them for disasters, such as sewing, repair skills, gardening, and other

classes. The “Urban Escape and Evasion” class is a good example. In this class

clients pay $800 a piece to learn from experts how to survive an urban disaster

(Donvan). Another example, albeit extreme, is how one survivalist capitalized on

his survival plan. He turned his empty swimming pool into a self-contained

greenhouse and ecosystem. He has made his living teaching others to build and

sustain his survivalist refuge design through classes and tours. (Gardenpool.org)

These are just a few examples of how survivalists value learning and continuous

skill expansion.

MOTIVATION

Survivalists’ motives can be categorized using McGuire’s Psychological

Motives (Hawkins pg. 366). Specifically, the four needs listed under cognitive

growth motives. The first need is the need for autonomy. While survivalists tend

to work together in groups, such as local cooperatives and survivalists web

communities (Sims pg. 1), they assert a strong need for independence and self-

reliance. The ultimate goal of a survivalist is being able to take care of

themselves and their family (SurvivalBlog.com and Grover: Video). The next

need is the need for stimulation. Survivalists tend to be susceptible to brand

switching. 25% of survivalists agree that they would change brands simply for

the novelty of something new, and 54% say they like to pursue challenges,

novelty, and change.(Simmons) The need for stimulation also attributes to

survivalists being very active and enjoying such activities and sports as camping,

hiking, water sports, and other high involvement outdoor activities. The next

need is the teleological need. This need involves consumers as pattern

matchers with desired end states and outcomes. Survivalists are continually

working toward complete preparation for any disaster or catastrophic event.

“Don’t be scared, be prepared.” (Grover: Video) Their purchases reflect this

need. The last need is the utilitarian need. Survivalists often have practical and

cognitive view to purchases. For example, 45% plan ahead for expensive

purchases.(Simmons) Survivalists have a tendency to plan their purchases and

gather information on products before buying.

PERSONALITY

It is a common misconception that survivalists are paranoid, irrational, and

fearful of the future. Contrary to this misbelief, survivalist personalities do not fit

this stereotype. Survivalists like to enjoy life, and not worry about the future

(Donvan pg. 2, Simmons). Many enjoy taking risks, are happy with their lives,

and consider themselves optimists at significantly higher rates than the American

populace as a whole. This can be attributed to survivalists’ tireless preparation.

They are not afraid of the future because they feel they are prepared for

whatever will happen. Zoltan Hites said “I’m not worried. I just want to be

prepared (Donvan pg. 1).” The two brand personality types most accurately

identified with survivalists are ruggedness and sincerity (Hawkins pg. 380).

Ruggedness is included because they expect the products they buy to be

durable and last. They indicate quality as an important purchase factor.

Sincerity in a brand is important to survivalists as many of their purchases are

family oriented. Also, less than 1% disagree with the statement that it is

important that a company act ethically (Simmons).

LIFESTYLE AND SELF-CONCEPT

LIFESTYLE

Survivalists are happy with their lives, and consider themselves to be

optimists at over twice the rate of the regular population. They believe in

providing better opportunities for their children than they had, which consequently

ties in with them being very family-oriented. In fact, 91% of survivalists enjoy

spending time with their families. They also make unremitting efforts towards

preparing for the future. Therefore, survivalists are not worried about the future

at a frequency greater than twice that of the general population. Their lifestyles

also reflect their opinion on quality goods. 75% of them believe it is worth paying

more for quality and also 75% enjoy having quality goods. Another factor

pertinent to our target segment is only 4.1% disagree that they have a keen

sense of adventure; they like to go out and experience life. Survivalists consider

themselves to be good at fixing things. They are always looking for ways to

improve their home. They also own an unusually high number of power tools.

(Simmons)

Three factors defining survivalist opinions of their lifestyles concern

learning, relationships, and control of their lives. Not a single person disagreed

with the statements that it is important to keep learning and that lasting

relationships are important. Not surprisingly, 63% of survivalists disagree that

there is little they can do to change their lives.(Simmons) This is true because

they take a proactive approach to improving their lives through preparation.

SELF-CONCEPT

There are three intangible aspects to a survivalist’s self-concept to which

they associate with themselves: broadly termed as affection, intelligence, and

kindness. Regarding affection, survivalists view themselves as affectionate,

passionate, loving, and romantic. Intelligence encompasses survivalists’ view of

themselves as being intelligent, smart, bright, and well-informed. Kindness

involves their self-concept of being kind, good-hearted, warmhearted, and

sincere.(Simmons) Their kindness is manifested by their protective instincts of

themselves and their family and their strong community bonds. These three

concepts work together to explain why survivalists are information seekers and

their motivations for their lifestyles.

Our segment can also be defined by what they strongly disagree with. No

survivalist disagrees that they are trustworthy, and only 1.3% of them disagree

that they are self-assured. This means that they view themselves as trustworthy,

competent, and reliable. They also see themselves as being self-assured,

confident, self-sufficient, and secure.(Simmons) This data seems to indicate that

as a whole, survivalists see themselves as unwavering, grounded, and strong

individuals. They also tend to disagree that they are liberal minded. Aside from

self-concepts, this last attribute can be expected simply for geographical

reasons. As shown in the demographic section, many of them are located in

areas known for republican political affiliations. Another contributing factor to the

self-concept of not being liberal is gun ownership. With high volumes of

survivalists owning guns it comes to no shock that they would oppose the

political view that typically condemns such ownership.

Situational influences like store environment are very important to a

survivalist. Although 58% say they tend to say they get what they want and

leave a store, 44% say they buy things spur of the moment. They want to

believe they aren’t affected by impulse buys, but they are. 70% say the store’s

environment is important when determining if they are going to shop at a store.

Survivalists prefer to shop with their family with an index of 149, and when

shopping with a family a buyer tends to spend more. Survivalists are especially

influenced by their children.(Simmons) The survivalist tends not to differ greatly

from the general population when dealing with situation influences. They want

the best brands, a good clean store, and convenience to their location.

PRODUCT

PRODUCT IDENTIFICATION

Survivalists enjoy time with family, believe the extra money spent on

quality is well worth it, and have a keen sense of adventure. They like outdoors

activities, so the product we choose should be family oriented with a

concentration in outdoors activities. We looked under sports and leisure, and

realized water related activities are consistently higher than the population as a

whole, and have remarkably high vertical percentage along with high index.

Finally, although only 7% own a personal watercraft, this index is almost 3000,

confirming that this activity is something in which our target segment is

interested.(Simmons)

Entertainment/Leisure: Leisure Activities/Sports-Played/Participated-LAST 12 MONTHSCANOEING/KAYAKING **231 **19.9% **1.5% **283FLY FISHING **258 **22.3% **2.7% **510FRESH WATER FISHING *667 *57.5% *1.8% *347JET SKIING/WAVE RUNNING/WATER BIKING **294 **25.3% **2.8% **530POWER BOATING **253 **21.8% **1.4% **267ROWING - STATIONARY/OUTDOOR **125 **10.8% **1.9% **360SAILING **76 **6.6% **1.0% **192SALT WATER FISHING **328 **28.3% **2.0% **379SKIN DIVING OR SNORKELING **319 **27.5% **2.8% **538SURFING/WINDSURFING **236 **20.4% **3.8% **719SWIMMING *735 *63.4% *1.0% *190WATER SKIING **216 **18.6% **2.1% **402

We decided that this data is significant enough to merit choosing a water-

related product. We agreed that something that can be targeted at children is

important, due to the high influence children have over purchases, as well as

parents wanting to provide a high quality good to their kids. We chose to make a

better life jacket that is designed for children. With such a high percentage of the

target involved in water activities, there will be a very high demand. We have

allowed for some overlap between activities, but the consistently high vertical and

index figures make a water product the logical choice. Demand for the product

will be constant, as water sports are popular activities, but we must allow for

fluctuation with seasonal changes. It is likely that demand for our product will

increase during the spring and summer months. Children will grow out of their

previous life jackets, and adults will want to upgrade their current jackets to have

better quality and more utility.

PESTEL+C

The political environment does not have an impact on water sports.

Therefore it will not have an impact on the market for life jackets.

The economic recession has had a negative impact on the number of

people vacationing. Some water sports such as jet skiing or sailing tend to be

more expensive and will be negatively impacted by a recession. On the other

end of the spectrum, fishing and general boating are less expensive and

therefore would be less affected by recessions. However, our segment has a

relatively high income and may not be as affected by recessions.

The social part of our product is important due to the survivalist’s culture.

Survivalist’s put emphasis on safety by preparing for disasters to keep their

families safe. Safety is an important part of a survivalist’s life, so the emphasis

on the safety of the life jacket will go hand in hand with their views.

The technological features emphasized in the product will represent

innovation. The technology used to make the life jacket will be more advanced

than what is involved in many of the current life jackets on the market. With our

segment being willing to pay more for quality, the technology involved in

developing the jacket will be an important selling point.

This environmental impact will cause the life jacket to be a mainly

seasonal product. With our segment being relatively unreceptive to coupons,

price discounts may not be very effective to push sales during seasonal down

times.

Life jacket safety laws require children under 14 to wear a life jacket on

boats. The shoulder area of life jackets must be strong enough to sustain lifting

the child up by the jacket. This has influenced the design of the product.

We will be pairing with Body Glove for our product. Competing companies

for Body Glove are Billabong, PacSun, and Quicksilver. It is an established, high

quality brand with brand equity. The company is considered ethical and

innovative and has approximately $10 million annual revenue.

SWOT ANALYSIS

Strengths-

Body Glove is a well-known

brand with the resources to

develop a new innovative

product

Already established distribution

channels

Brand name is currently

associated with quality,

durability, and comfort

Weaknesses-

While the company has many

options for adult life jackets the

current children’s selection is

very small

Currently they are not marketing

to children

The company currently focuses

on specialty sports instead of

general water activities

Opportunities-

Grow the market share by

offering an improved product

aimed at children

Gain a new market segment by

marketing to survivalists

Ability to become an innovator in

quality child customizable

swimwear with a unique product

Threats-

Competitors can imitate the

product by offering their own

versions of custom child gear

Larger companies with greater

resources can develop the idea

further

May not be as well-known to

people living away from the coast

Neoprene already exists as a

material for life jackets

THE 4 P’S

Product

The product in its most basic form is just a life jacket with an optional

swimsuit for children. However, the jacket is innovative in its material and

design. It will be made of neoprene with an outer layer of Kevlar for durability

reinforcement. The Kevlar will create an associative link for protection, quality,

and durability in the minds of survivalists. This is because this is the material

used for bullet proof vests and survivalists, who tend to be avid gun owners, will

likely be familiar with Kevlar. The neoprene will allow for a slimmer design for

added comfort. In accordance with regulations that require strong shoulders in

the jacket to lift the child the neoprene and Kevlar will be padded thicker and

double enforced in the shoulder area. Air tight pockets will be stitched onto the

jacket, but the zipper and buckles will be concealed by a flap with Velcro. This is

for style to make the jacket look more like a tank top or vest and less like a safety

device. The jacket will also be customizable to appeal to children who do not like

wearing safety jackets. The website will have a variety of colors, patterns,

cartoons, and other artistic designs that the child can put together to create the

design that goes on the jacket. They can also add their name and other text.

For an additional sum, a swimsuit, for males and females, can be ordered with

the same custom pattern as the jacket. The swimsuit cannot be ordered on its

own, as the jacket is the main product. It will be sold for children ages 5 to 14.

Age five is chosen because much younger than that and the child has limited

ability in navigating a website to create a pattern design, and fourteen is chosen

as the cap because of the law requiring children 14 and under to wear a life

jacket. Children outside of this age range will not be restricted from ordering the

product, but sizes will be offered with the age range in mind.

Price

Currently, child sized neoprene life jackets on the market are priced in a

range from about $20-$60, depending on brand and quality. Kevlar material

vests, while nonexistent in swimwear life jackets, vary more widely in price based

mainly on the purpose and design. Kevlar vests made for motorcyclists and

civilians can be priced as low as $60. Bullet proof vests made of Kevlar

designed for concealed use for SWOT teams and professional purposes can be

priced over $1,000. Only a thin layer of Kevlar will be required to make our life

jackets. With these comparative prices in mind, we have decided on a $90 price

tag for our product. This higher price demand will differentiate the life jacket from

other neoprene vests in the area of quality while still keeping it at an affordable

and reasonable rate. For an additional $50, customers can order a swimsuit with

the jacket that will be printed with the same custom pattern the child has

designed.

Place

To enable our product to be customized, the jacket will have to be special

ordered. It cannot be done in a traditional brick-and-mortar store because the

child will have to use the software on the website to design their life jacket

pattern. While the product cannot be physically sold in stores, that does not

mean it will not be promoted in store. This will be further discussed in the

promotion section of the marketing plan.

Promotion

While the consumer will have to order the product online, this will not be

the only area of promotion. Displays promoting the website and customized life

jackets with swimsuits will be set up in stores that sell Body Glove products,

including sporting goods stores and specialty water sport stores. Television

advertisements will be aired on specific channels that our target segment

watches frequently, as indicated by the chart below. Internet advertisements will

still be used as 87% of survivalists use an internet provider. Magazines like

Complete Survivalist and Survivalist Magazine will be used as a specific way to

target our segment. Radio will also be used in promotions, though not as heavily

as the aforementioned media choices.

Our target segment is not very receptive to coupons and price discounts

as they do not influence their choices. Quality and information are more deciding

factors for purchases. When marketing our premium product we have decided to

stay away from discounts as they may tarnish the quality image we are trying to

portray. Cognitive advertisements will appeal to our segment so we can focus on

pushing the features and benefits. It is essential to promote the new Kevlar outer

layer as this will trigger the previously mentioned mental associations in our

target segment.

Appendix A:

Simmons data in the order it was cited in the report:

"DISASTER SURVIVALISTS" 25 - 59,75k-150k, agree a lot (I like to enjoy life, not worry about future), AND own any (rifle or

shotgun for hunting)

Weighted(000) Vertical

%Horizontal

%Index

Total 1,159 100.0% 0.5% 100

Gender

MALE 976 84.2% 0.9% 174FEMALE **184 **15.8% **0.2% **31Age 25-29 **17 **1.5% **0.2% **3430-34 **211 **18.2% **1.2% **22935-39 **90 **7.8% **0.5% **9340-44 **226 **19.5% **0.9% **17845-49 **209 **18.1% **0.8% **14950-54 **231 **19.9% **0.8% **14955-59 **60 **5.2% **0.2% **47WHITE 1,046 90.3% 0.6% 116PRESENTLY MARRIED 1,124 96.9% 0.8% 145Expecting a Baby? YES **11 **1.0% **0.2% **44NO 1,133 97.7% 0.6% 111Number of Children in the Home ONE **117 **10.1% **0.4% **69TWO **129 **11.1% **0.4% **84THREE **140 **12.1% **0.9% **171NONE *726 *62.6% *0.5% *102Religious Preferance EPISCOPAL **1 **0.1% **0.0% **3JEWISH **4 **0.3% **0.1% **22MUSLIM **0 **0.0% **0.0% **0PRESBYTERIAN **0 **0.0% **0.0% **0OTHER RELIGION **117 **10.1% **1.2% **218NO RELIGIOUS PREFERENCE **257 **22.1% **0.8% **143CATHOLIC *290 *25.0% *0.5% *95Head of Household Education NO GRADE SCHOOL **0 **0.0% **0.0% **0GRADE SCHOOL 6 YRS OR LESS **0 **0.0% **0.0% **0GRADE SCHOOL 7 YEARS **0 **0.0% **0.0% **0GRADE SCHOOL 8 YEARS ONLY **0 **0.0% **0.0% **0HIGH SCHOOL 9 **0 **0.0% **0.0% **0HIGH SCHOOL 10 **3 **0.3% **0.1% **14HIGH SCHOOL 11 **11 **1.0% **0.2% **44

GRADUATED COLLEGE OR MORE *452 *39.0% *0.6% *122Employment Status EMPLOYED FULL OR PART TIME 1,065 91.9% 0.8% 144EMPLOYED FULL TIME (30+ HOURS) 987 85.2% 0.8% 158Individual Income $50,000 OR MORE *523 *45.1% *1.1% *208$75,000 OR MORE **201 **17.3% **1.0% **186$100,000 OR MORE **32 **2.7% **0.3% **57Current Career Field PRODUCTION,TRANSPORT & MATERIAL MOVING **125 **10.8% **1.7% **326MGMT/BUSINESS & FINANCIAL OPERATIONS **182 **15.7% **0.9% **165OTHER: BLDNG & GROUND MAINT/CONSTRUCTION **465 **40.1% **1.5% **293Geographic Location NORTHEAST **114 **9.8% **0.3% **48PACIFIC **183 **15.8% **0.4% **80NEW YORK METRO **25 **2.1% **0.2% **37METROPOLITAN CHICAGO **21 **1.8% **0.3% **58GREATER LOS ANGELES **24 **2.1% **0.2% **37Lifestyle Statements (Agree a lot) I ENJOY TAKING RISKS **126 **10.9% **0.9% **168I LIKE TO UNDERSTAND ABOUT NATURE *660 *57.0% *0.9% *170I DO SOME SPORT/EXERCISE ONCE A WEEK *477 *41.2% *0.8% *146Lifestyle Statements (Any Agree) I ENJOY TAKING RISKS *539 *46.5% *0.7% *140I LIKE TO UNDERSTAND ABOUT NATURE 850 73.3% 0.6% 111I DO SOME SPORT/EXERCISE ONCE A WEEK 766 66.1% 0.7% 128Memberships and Organizations Associated With A BODY OF LOCAL GOVERNMENT **37 **3.2% **0.9% **169UNION **236 **20.4% **1.7% **319CHURCH BOARD **102 **8.8% **1.1% **201Self Concepts-Agree A Lot INTELLIGENT, SMART, BRIGHT,WELL INFORMED *505 *43.5% *0.9% *169Self Concepts-Any Agree INTELLIGENT, SMART, BRIGHT,WELL INFORMED 886 76.4% 0.6% 114Shopping Behavior- Any Agree CHANGE BRANDS OFTEN FOR VARIETY/NOVELTY **284 **24.5% **0.7% **129Attitudes about Shopping-Agree A Lot I PLAN FAR AHEAD TO BUY EXPENSIVE ITEMS *518 *44.7% *0.6% *114Attitudes about Shopping-Any Agree I PLAN FAR AHEAD TO BUY EXPENSIVE ITEMS 807 69.6% 0.6% 118Lifestyle Statements (Any Agree) LIKE TO PURSUE CHALLENGE,NOVELTY,CHANGE *628 *54.2% *0.7% *134Lifestyle Statements (Any Disagree) IT IS IMPORTANT A COMPANY ACTS ETHICALLY **2 **0.2% **0.0% **6Lifestyle Statements (Agree a lot) I AM AN OPTIMIST *527 *45.5% *1.1% *207INDULGE MY KIDS WITH THE LITTLE EXTRAS **313 **27.0% **0.9% **164

PROVIDE MY KIDS W/THINGS I DIDN'T HAVE *497 *42.8% *1.0% *183I ENJOY SPENDING TIME WITH MY FAMILY 1,060 91.5% 0.7% 139Lifestyle Statements (Any Agree) I ENJOY OWNING GOOD QUALITY THINGS 875 75.5% 0.6% 115WORTH PAYING EXTRA FOR QUALITY GOODS 878 75.8% 0.7% 124Lifestyle Statements (Any Disagree) I HAVE A KEEN SENSE OF ADVENTURE **47 **4.1% **0.1% **27Lifestyle Statements (Any Agree) I AM GOOD AT FIXING MECHANICAL THINGS 858 74.0% 1.0% 194Lifestyle Statements (Agree a lot) I AM GOOD AT FIXING MECHANICAL THINGS *527 *45.5% *1.5% *283Lawn & Garden: Lawn & Garden Equipment (POWER)-ITEMS OWNEDGE TRIMMER *705 *60.8% *1.0% *189FERTILIZER SPREADER *473 *40.8% *0.8% *144GARDEN TILLER **288 **24.8% **0.9% **173GARDEN TRACTOR **246 **21.2% **1.3% **249HEDGE TRIMMER *389 *33.5% *0.7% *125LEAF BLOWER OR VACUUM *432 *37.3% *0.6% *107RIDING/TRACTOR-TYPE LAWN MOWER *641 *55.3% *1.2% *232OTHER POWER MOWER (WALK BEHIND) *571 *49.3% *0.7% *130SNOW BLOWER **232 **20.0% **0.7% **135YARD TRIMMER *407 *35.1% *0.8% *159OTHER **196 **16.9% **1.5% **279TOTAL POWER 1,074 92.7% 0.8% 151Lifestyle Statements (Any Disagree) THERES LITTLE I CAN DO TO CHANGE MY LIFE 727 62.7% 0.6% 114Self Concepts-Agree A Lot AFFECTIONATE, PASSIONATE,LOVING,ROMANTIC **467 **40.3% **0.7% **127INTELLIGENT, SMART, BRIGHT,WELL INFORMED *505 *43.5% *0.9% *169KIND, GOOD-HEARTED, WARMHEARTED,SINCERE *638 *55.0% *0.7% *124Self Concepts-Any Disagree TRUSTWORTHY, COMPETENT, RELIABLE **0 **0.0% **0.0% **0SELF-ASSURED, CONFIDENT,SLF-SFFT, SECURE **15 **1.3% **0.1% **11Shopping Behavior- Agree A Lot HARD TO RESIST KIDS REQSTS FOR NON-ESSEN **127 **10.9% **1.2% **234Shopping Behavior- Any Agree I ENJOY SHOPPING WITH MY CHILDREN *477 *41.2% *0.7% *139MY KIDS HAVE SIGNIF IMPACT ON BRANDS **345 **29.8% **0.7% **133Entertainment/Leisure: Leisure Activities/Sports-Played/Participated-LAST 12 MONTHSCANOEING/KAYAKING **231 **19.9% **1.5% **283FLY FISHING **258 **22.3% **2.7% **510FRESH WATER FISHING *667 *57.5% *1.8% *347JET SKIING/WAVE RUNNING/WATER BIKING **294 **25.3% **2.8% **530POWER BOATING **253 **21.8% **1.4% **267ROWING - STATIONARY/OUTDOOR **125 **10.8% **1.9% **360SAILING **76 **6.6% **1.0% **192SALT WATER FISHING **328 **28.3% **2.0% **379SKIN DIVING OR SNORKELING **319 **27.5% **2.8% **538SURFING/WINDSURFING **236 **20.4% **3.8% **719

SWIMMING *735 *63.4% *1.0% *190WATER SKIING **216 **18.6% **2.1% **402Sporting Equipment-OWN FISHING REEL **170 **14.6% **1.9% **349PERSONAL WATERCRAFT (I.E. JETSKI) **80 **6.9% **15.1% **2,859ROWING MACHINE **8 **0.7% **3.7% **695

Works Cited

Simmons Database research

SPSS Report on statistics of Survivalblog.com Personal Profiles

Survivalblog.com Personal Profile text

Hawkins, Del I., David L. Mothersbaugh, and Roger J. Best. Consumer Behavior: Building Marketing

Strategy. Boston: McGraw-Hill/Irwin, 2007. Print.

Donvan, John, and Lauren Effron. "Suburban Survivalists: Too Extreme or Properly

Prepared?" ABCNews.com: Daily News, Breaking News and Video Broadcasts - ABC News. 5 Apr. 2011.

Web. 21 Oct. 2011. <http://abcnews.go.com/Business/suburban-survivalists-extreme-properly-prepared/

story?id=12336289>.

Grover, Sami. "Soccer Moms Can Be Survivalists Too." TreeHugger. 24 Oct. 2011. Web. 25 Oct. 2011.

<http://www.treehugger.com/green-food/soccer-moms-can-be-survivalists-too-video.html>.

McClung. "How We Did It." Garden Pool. Web. 8 Nov. 2011. <http://gardenpool.org/>

Sims, Kris. "Survivalists Fear Currency Crash |Canada | News." Toronto Sun. 29 Oct. 2011. Web. 30 Oct.

2011. <http://www.torontosun.com/2011/10/28/survivalists-fear-currency-crash>.

Sims, Kris. "Digging in for Judgement Day." Toronto SUN. 13 Nov. 2011. Web. 16 Nov. 2011.

<http://m.torontosun.com/2011/11/12/digging-in-for-judgment-day>.

Additional Sources

Used to confirm Simmons, create segment profile

Moye, David. "New Doomsday Fears Inspire Market For Old Bomb Shelters (VIDEO)."Breaking News and

Opinion on The Huffington Post. Huffington Post, 11 Apr. 2011. Web. 15 Nov. 2011.

<http://www.huffingtonpost.com/2011/11/04/real-estate-agents-make-a-killing-on-old-bomb-

shelters_n_1076867.html>.

"Revolutionary New Survival Tool to Be Released This Month Incorporates Both Flashlight and

Firestarter." Press Release Distribution - Submit Press Releases Online - PRWeb. PR Web, 9 Nov. 2011.

Web. 15 Nov. 2011. <http://www.prweb.com/releases/flashlight/firestarter/prweb8945768.htm>.

"Life Jacket Requirements." Idaho State Parks and Recreation. Web. 12 Dec. 2011.

<http://parksandrecreation.idaho.gov/recreation/boating/regulations/pfd.aspx>.