Type A03 Kids and Cabernet - Durango A B C D E F G H I J K L M N O 71 2 3 4 5 6 P Q R S Type A03: Kids and Cabernet Scott & Karen Prosperous, middle-aged married couples with children

Prosperous parents

Convenience

Safety-minded

Theme park trips

Conservative natures

Brand-conscious

Well-educated

Family-focused

Suburban

Wealthy

Rankings

Key Traits

Overview

Children: Presence

Age: Head of Household

Income: Estimated Household

Exercise: Regularly

SMGreenAware : Behavioral Greens

Internet: Changed the Way I Shop for Products/Services

7/71

24/71

3/71

2/71

24/71

1/71

30/71Metropolitan City: Top 10 CBSA Markets

K OJ NI MH LGFEDCBA

7 654321

SRQP

Type A03: Kids and Cabernet

Scott & Karen

1.27%0.96%Prosperous, middle-aged married couples with children living child-focused lives in affluent suburbs

Group A: Power Elite

Overview

K OJ NI MH LGFEDCBA

7 654321

SRQP


Scott & Karen



Kids and Cabernet are middle-aged couples with children living a wealthy, suburban lifestyle in their homes valued at more than twice the national average.

Their neighborhoods are havens for college-educated, white-collar professionals with well-paying jobs in the sciences, education, business and finance. This is a mostly homogeneous segment with a high concentration of whites and an above-average presence of Asians. All are upwardly mobile and trying to provide the best lifestyle possible for their children, and many have only recently settled in their exclusive communities.

Kids and Cabernet lead child-centered lifestyles. The adults spend a lot of their leisure time engaged in athletic activities: playing tennis, golf and racquetball when they're not taking their children swimming, bowling and ice skating. These educated households are well-traveled, and they take long car trips as well as quick vacations to Disney properties and resorts abroad. For date nights, parents enjoy going out to bars, nightclubs, cinemas and pop concerts.

As consumers, these educated and wealthy Americans like to acquire the latest in automotive and consumer technology. They like their products family-sized, preferring SUVs and vans outfitted with amenities such as DVD systems for their frequent trips to athletic fields and school activities. In their homes, they buy multiple gaming consoles and large-screen TVs; they think nothing of dropping $3,000 for a flat-screen TV. They head to club and big-box stores to load up on articles such as games, toys and sporting gear. However, they also look to catalogs and the Internet for the convenience of shopping at home.

The values of Kids and Cabernet are those of busy parents trying to juggle work and families. They try to shield their kids from temptations like junk food and youth-targeted advertising. Yet they also admit that they're not too rigid, and are willing to indulge their kids with treats and extras. While they try to stay fit and work out religiously, they also concede that they often lack time to care for themselves. Though they can afford to buy new fashion every season, they also appreciate a bargain. These households tend to be conservative - whether in dress or their politics - and they're active in local school and church groups that help to support their communities.

Kids and Cabernet live well thanks to $200,000-plus incomes and plenty of investments and insurance to protect their assets. Mindful of caring for their children, they carry high levels of life insurance and invest in 529 College Savings Plans. They also have the credit scores to qualify for home equity loans and secured lines of credit. Their fondness for the Internet sees them doing a lot of their money management online: paying bills, trading stocks and researching other investments.

As media consumers, Kids and Cabernet are mostly wired households who spend increasing amounts of time online. Because of their daily chauffeuring their children to extracurricular activities, they're also confined to their cars for long stretches, and keep their radios tuned to rock and pop stations. They're only moderate TV fans, but they do enjoy primetime sitcoms like “The Office” and “Desperate Housewives”. While they like to read at above-average rates, they're usually selective in their print media, preferring magazines and daily sections dealing with business, health, computers and gourmet food.

Who we are

Kids and Cabernet consist of mostly middle-aged couples living in new-money subdivisions. Many households contain sprawling families with children of all ages, and more than half include dual-income couples. This is one of the most educated segments: nearly three-quarters have someone in the house with a bachelor's degrees; more than 40 percent boast graduate degrees. They generally work as white-collar professionals in the sciences, business, finance and education sectors, though nearly one in five women work as homemakers. While Kids and Cabernet are overwhelmingly white, there is an above-average presence of Asians.

DescriptionOverview

Demographics and behavior

K OJ NI MH LGFEDCBA

7 654321

SRQP


Scott & Karen



Where we live

Kids and Cabernet are a wealthy world of big homes in sprawling suburban subdivisions with values topping $500,000. Nearly every household lives in a recently built single-family home with a multi-car garage and spacious kitchen - their most important room in the house. Many of their homes are located in family-friendly areas near good schools, recreational parks, golf courses and upscale malls. Their neighborhoods tend to be located in the inner-ring suburbs of large metro areas in the Mid-Atlantic and west South Central states. These families are on the classic upwardly mobile track - most have lived at their current address for only five to ten years. Many own timeshares or cottages for when they want to get away from it all.

How we live our lives

Kids and Cabernet lead active lifestyles. They're twice as likely as the general population to enjoy kid-centered pursuits such as going to zoos, museums, state fairs and aquariums. No other segment goes to theme parks, especially Disney properties, more often. Befitting their super-sized families, have high rates for going to club and big-box stores like Costco, BJ's Wholesale Club and Target as well as fun, game and craft purveyors like GameStop, Hobby Lobby, Dick's Sporting Goods and Michaels.

However, it isn't just about the kids. The adults in Kids and Cabernet also have a life, and they enjoy going out to nightclubs, plays, pop concerts, dance performances and all kinds of movies. They still try to stay in shape, and go to country clubs to play golf, tennis, take yoga classes or do weight training.

Kids and Cabernet like their automotive and electronic toys. They own hybrid cars and trucks, mid-range and premium CUVs, SUVs and vans. They lead the nation in owning cars less than three years old. Most of the adults carry handheld digital devices, and many have outfitted their family rooms with top-of-the-line computers, large-screen TVs and game consoles. These consumers are twice as likely as the general population to buy TV sets that are at least 60 inches in size.

Although they're intellectually curious, Kids and Cabernet don't have a lot of time for traditional media. They do read newspapers and magazines more than average, and subscribe to business, epicurean, health and computer publications. On their long commutes and afternoons spent shuttling the kids around, they tune their car radios to classic hits, contemporary hits and easy listening channels. However, they watch only the average amount of TV, preferring primetime fare such as “Grey's Anatomy,” “Desperate Housewives” and “The Office”. More often than not, they're multitasking while they're watching.

How we view the world

In Kids and Cabernet, the kids take precedence. The parents want their children to think they're doing well and are protected from life's difficulties. They try to limit their kids' exposure to junk food and youth-targeted advertising. But they admit there's nothing wrong with indulging their children with fattening foods or little extras from time to time.

Because parents in Kids and Cabernet spend a lot of time juggling their schedules and racing against the clock, they seek to simplify their life with products and services they can depend on. When they buy a new car, which they do every few years, they want something that works for the whole family, with room for hauling sporting equipment and comfortable enough to take on long family vacations. However, they're fanatical about safety, insisting on the latest technology to protect the greatest investment they've ever made: their kids.

Kids and Cabernet are brand-conscious and concerned about appearances - as long as they can get a good deal first. They like to buy new clothes every season, but they describe their style as conservative. And that traditional streak extends to their political views. A majority are Republicans and more than a third describe themselves as somewhat or very conservative. They're involved in their communities; they belong to the PTA, their local church or synagogue and local museums and arts groups.

Description

K OJ NI MH LGFEDCBA

7 654321

SRQP


Scott & Karen



How we get by

Big incomes, big homes, big families - that's the skinny on Kids and Cabernet. With their average incomes topping $200,000, the households have plenty of money to manage and invest. They have high rates for owning common stock, mutual funds and savings bonds. With their sprawling families, they tend to be risk-averse, as reflected in their ownership of varied insurance products - term life, disability, vision care, health and dental. No segment carries more high-value life insurance to protect their offspring - nearly six times the national average - or invests more in 529 College Savings Plans - more than seven times the average.

In this segment, the wallets typically include a number of debit and credit cards, though they prefer to use charge cards that offer cash-back rewards or points for hotel stays and airline tickets. These prosperous parents also have the healthy credit scores that allow them to borrow freely for new cars and home renovations. Computer-savvy, they like to go online to pay bills, trade stocks and monitor the balances of their 401(k)s. When they make charitable donations - which they consider just another kind of investment - they tend to give to health, education and political groups.

The wired households of Kids and Cabernet are twice as likely as average Americans to go online at home and at the office, and they have omnivorous Internet tastes. The adults go online to bank, blog and book travel arrangements. With their busy schedules, they rely on the Internet for comparison shopping when buying cars, searching for jobs and checking out new homes.

However, the many kids in this segment enjoy child-friendly online activities, such as watching videos, listening to music, uploading photos and checking sports scores. Among Kids and Cabernet' favorite Websites are MapQuest, Netflix and Craigslist. They access the Internet from anywhere - home, office, library or hotel - using desktops, laptops or cell phones. Compared to the general population, they're twice as likely to use a wireless connection. They concede that they often go to sponsored Websites and click on links that ultimately lead them to make purchases. More than most segments, they have enthusiastically embraced the Internet's commercial applications, especially to buy toys, gifts, sports equipment and clothing.

DescriptionOverview

Digital behavior

K OJ NI MH LGFEDCBA

7 654321

SRQP


Scott & Karen



Unless otherwise stated, charts show the Index and Mean %.

The Index is shown as a bar, and the Mean % is shown to the right:

0 50

Understanding Charts

Index

Mean %12.48%

100 200150

The Internet has changed the way Iget information about products and services

Internet activity - above average

Internet activity - below average

Early adopter - above average

Early adopter - below average

Psychographic scales

I love to buy new gadgets and appliances

I try to keep up with development in technology

I like the idea of digital TV

I’m always the first among my friends tohave the latest in electronic equipment

Technology

When I need information the first place I lookis the Internet

I spend less time reading newspapers in print because of the Internet

The Internet has had no impact on my life

The Internet has increased my desireto learn/search for information

The Internet has become a primary source ofentertainment for my family

The Internet has changed the way I shopfor products/services

The Internet has become a new way forme to socialize or meet people

It's safe to make purchases online

I like to hear about new products andservices via e-mail

I tend to trust the information onWebsites that I have heard a lot about

I go back to Websites that make iteasy to find what I need

I am doing more of my shopping on theInternet than before

I get more and more of my news from theInternet

I like to go to Websites that I have neverbeen to before

I like Websites that show me localinformation

I like Websites that take special care toprotect my privacy

Internet attitudes

Tax preparation method - online

Method used to pay bills - online

Often click on e-mail ads

Often click banner ads

Use Internet at work (excluding e-mail)

Online 25+ times/week at home (excluding e-mail)

Use Internet at home (excluding e-mail)

First subscribed to online/Internet service 6+ years ago

Subscribe to online/Internet service

Lifestyles and InternetInternet usage

What is our digital life

34.0%

13.0%

13.0%

22.0%

28.0%

56.0%

62.0%

12.0%

78.0%

44.0%

9.0%

69.0%

22.0%

77.0%

12.0%

88.0%

69.0%

20.0%

57.0%

88.0%

54.0%

63.0%

35.0%

80.0%

92.0%

21.0%

50.0%

5.8%

7.0%

53.0%

43.0%

93.0%

38.0%

82.0%

1000 50 200150 1000 50 200150

203 214

215

K OJ NI MH LGFEDCBA

7 654321

SRQP


Scott & Karen





0 50


Index

Mean %12.48%

100 200150

Reference

Institutions

Education

Webcams

Web development

Software

Social networking and forums

Search engines

Portal frontpages

Paid to surf

Internet advertising

Hosting and domain registration

Hardware

Graphics and clip art

e-mail services

e-greetings

Computers and Internet

Organizations

Telecommunications

Stocks and shares

Real estate

Marketing

Legal

IT and Internet

Insurance

Freight and storage

Employment and training

Electronics

Business information

Business directories

Building and construction

Banks and financial institutions

Business and finance

Aviation - commercial airlines

Motorsport

Dealerships

Classifieds

Automotive

1000 50 200150

Community Websites

Computers and Internet Websites

Education Websites

Automotive Websites

Aviation Websites

Business and Finance Websites


1000 50 200150

211

209

K OJ NI MH LGFEDCBA

7 654321

SRQP


Scott & Karen





0 50


Index

Mean %12.48%

100 200150Women's sites

Religion

Politics

Men's sites

House and garden

Fashion

Family

Environment

Dating

State

Federal

Government WebsitesGovernment

Health and Medical Websites

Lotteries

Games

Restaurants and catering

Lifestyle and reference

Brands and manufacturers

Wrestling

TV

Radio

Photography

Personalities

Multimedia

Movies

Lifestyle Websites

Entertainment Websites

Food and Beverage Websites

Gambling Websites

Mobile phones

Humor

Games

Competitions

Books and writing

Arts

Animation and comics

Entertainment


Children's sites

Blogs and personal websites

Lifestyle

Wellbeing

Pharmacies

Information

Health insurance

Health and medical

1000 50 2001501000 50 200150

222

211

254

K OJ NI MH LGFEDCBA

7 654321

SRQP


Scott & Karen





0 50


Index

Mean %12.48%

100 200150

Tennis

Motorsport

Horse racing

Golf

Football

Fishing

Fantasy

College

Basketball

Baseball

Sports

Wholesale and relationship sales

Video and games

Toys and hobbies

Ticketing

Sport and fitness

Rewards and directories

Office supplies

Music

Intimate apparel and accessories

House and garden

Health and beauty

Flowers and gifts

Department stores

Computers

Classifieds

Books

Sport Websites

Music Websites

News and Media Websites

Shopping and Classifieds Websites


Automotive

Auctions

Appliances and electronics

Apparel and accessories

Shopping and classifieds

Weather

Print

IT media

Community directories and guides

Broadcast media

News and media

Music

100100 00 5050 200200 150150

204

208

230

K OJ NI MH LGFEDCBA

7 654321

SRQP


Scott & Karen





0 50


Index

Mean %12.48%

100 200150

Text messaging

E-mail

Camera/Picture

Camcorder

Bluetooth

Prepaid plan

Device owned - iPhone

Device owned - Blackberry

Use for personal

Use for business

Mobile phone

1000 50 200150

100 2000 50 150

Travel Websites


Transport

Maps

Destinations and accommodation

Cruises

Agencies

69.0%

40.0%

78.0%

20.0%

41.0%

2.7%

5.2%

14.0%

71.0%

24.0%273

306

242

K OJ NI MH LGFEDCBA

7 654321

SRQP


Scott & Karen





0 50


Index

Mean %12.48%

100 200150

Telemarketing and direct mail receptive

E-mail and direct mail receptive

E-mail and telemarketing receptive

Direct mail only receptive

Telemarketing only receptive

E-mail only receptive

It's all in the name

A penny saved, a penny earned

Work hard, play hard

Stop and smell the roses

Look at me now

On the road again

Never show up empty-handed

No time like the present

Go with the flow

Show me the money

Buy American

Interest in TV advertising

Interest in radio advertising

Interest in newspaper advertising

Interest in magazine advertising

Interest in Internet advertising

100 2000 50 150

SMTrueTouch

How we prefer communications

Own alternate power - hybrid truck

Own alternate power - hybrid car

Donate to environmental charities

Belong to environmentalist organization

Visit environmental Websites

Green preferences

I would be prepared to pay more forenvironmentally-friendly products

All products that pollute the environmentshould be banned

I buy products that use recycled paper

People have a duty to recycle

People have responsibility to userecycled products

Attitudes/opinions

True Browns

Potential Greens

Think Greens

Behavioral Greens

100 2000 50 150

SMGreenAware

How Green we are

0.5%

1.0%

6.1%

3.0%

44.0%

40.0%

47.0%

70.0%

63.0%

15.4%

3.8%

36.0%

44.8%

0.1%

6.7%

0.3%

6.2%

0.0%

86.7%

60.9%

9.4%

91.9%

11.9%

63.0%

31.7%

0.2%

76.1%

35.2%

8.1%

0.3%

3.2%

1.6%

43.1%

2.1%

4.4%

360

755237

404

K OJ NI MH LGFEDCBA

7 654321

SRQP


Scott & Karen





0 50


Index

Mean %12.48%

100 200150

Active health management - above average

Active health management - below average

Health and image leader - above average

Health and image leader - below average


Health and fitnessMagazines

Exercised 3+ times per week

Exercised twice per week

Exercised once per week

Exercised at YMCA/YWCA/other facility

Exercised at private club

Exercised at home

Exercise regularly

Yoga

Weight training

Use cardio machine

Tennis

Swimming

Power boating

Motorcycling

Jogging/Running

Horseback riding

Golf

Fresh-water fishing

Football

Fitness walking

Downhill/Cross country skiing

Camping trips (overnight)

Bowling

Billiards/Pool

Bicycling - stationary

Bicycling - mountain/road

Basketball

Baseball

Backpacking/Hiking

Aerobics

22.0%

10.0%

13.0%

25.0%

23.0%

54.0%

12.0%

6.5%

21.0%

34.0%

34.0%

75.0%

18.0%

37.0%

35.0%

23.0%

62.0%

17.0%

3.6%

32.0%

10.0%

32.0%

17.0%

12.0%

55.0%

17.0%

20.0%

41.0%

26.0%

24.0%

31.0%

22.0%

16.0%

20.0%

16.0%

1000 50 200150

Physical fitness programsSports and fitness participation

How we maintain healthy lifestyles

1000 50 200150

203

255

218

348

245

253

295

210

226

319

K OJ NI MH LGFEDCBA

7 654321

SRQP


Scott & Karen





0 50


Index

Mean %12.48%

100 200150

I gather health information from Websites

Health information put out by pharmaceuticalcompanies is credible and useful

I am comfortable registering on a Websitewhich consistently offers useful information

about my particular health condition

There’s not much point taking non-prescriptionmedicines since they don’t really work

I frequently take preventative medicine

I always try to eat healthy foods andmaintain a balanced diet

I have regular medical check-upseven if I’m not ill

I look for organic/natural foods whenshopping for food

I like the trend towards healthier fast food

I usually only snack on healthy foods

Usually I am quick to try a new nutritionalproduct

Nutritional value is the most important factorin what foods I eat

About food

Health and medicine

I’m usually the first to try a new healthfood

I don’t often have the time to prepare/eathealthy meals

My friends often ask my advice about healthand nutrition

I make sure I exercise regularly

I consider my diet to be very healthy

I will spend whatever I have to, to make myselflook younger

I’ll pay just about anything when it concernsmy health

1000 50 200150100 2000 50 150

How we maintain healthy lifestyles

Shopping and classifieds - sport and fitness

Shopping and classifieds - health and beauty

Health and medical - wellbeing

Health and medical - pharmacies

Health and medical - information

Health and medical - health insurance

Health and medical

Category of Websites visited

Diet and health

63.0%

21.0%

21.0%

3.6%

24.0%

63.0%

66.0%

32.0%

73.0%

34.0%

25.0%

54.0%

12.0%

48.0%

26.0%

58.0%

54.0%

8.4%

42.0%

K OJ NI MH LGFEDCBA

7 654321

SRQP


Scott & Karen





0 50


Index

Mean %12.48%

100 200150

Higher purchase propensity

Lowest purchase propensity

Purchase propensity

Higher consumer confidence

Lowest consumer confidence

Consumer confidence

Charities: social services/welfare

Charities: religious

Charities: private foundations

Charities: political

Charities: health

Charities: environmental

Charities: education

Charities: arts/culture and humanities

Contribute to charitiesContributions

Any liberal - someone in household

Any conservative - someone in household

Very liberal - someone in household

Somewhat liberal - someone in household

Middle of the road - someone in household

Somewhat conservative - someone in household

Very conservative - someone in household

Political outlook

Republican - someone in household

Independent/other - someone in household

Democrat - someone in household

Non-registered - someone in household

Republican - head of household

Independent/other - head of household

Democrat - head of household

Non-registered - head of household

4.7%

37.0%

6.2%

4.3%

32.0%

60.0%

16.0%

16.0%

35.0%

6.1%

43.0%

15.0%

90.0%

23.0%

47.0%

8.6%

15.0%

27.0%

36.0%

11.0%

75.3%

17.1%

17.1%

16.3%

70.0%

12.2%

11.2%

6.7%

1000 50 200150100 2000 50 150

Party affiliation


320

294

277

K OJ NI MH LGFEDCBA

7 654321

SRQP


Scott & Karen





0 50


Index

Mean %12.48%

100 200150

A sport utility vehicle matches my active lifestyle

I normally buy cars brand new

I prefer driving a luxury vehicle

American auto manufacturers are producingmuch better cars than they did 10 years ago

Foreign cars are higher qualitythan American

Friends and family always ask my adviceon what car they should buy

Owning a foreign car is much more prestigious than owning an American car

I like to get a new car every two orthree years

A designer label improves aperson's image

I am usually the first among my friendsto try new clothing styles

Most everything I wear is of thehighest quality

I like to keep up with the latest fashions

Fashion magazines help me determinewhat clothes to buy

Apparel

Internet activity - above average

Internet activity - below average

Active health management - above average

Active health management - below average

Health and image leader - above average

Health and image leader - below average

Tech shy - above average

Tech shy - below average

Early adopter - above average

Early adopter - below average

Investment leader - above average

Investment leader - below average

Informed shopper - above average

Informed shopper - below average

Impulse shopper - above average

Impulse shopper - below average

1000 50 200150

100 2000 50 150

Automobiles



46.0%

61.0%

41.0%

51.0%

43.0%

19.0%

22.0%

22.0%

11.0%

7.9%

36.0%

33.0%

10.0%

34.0%

13.0%

22.0%

10.0%

13.0%

25.0%

16.0%

26.0%

13.0%

22.0%

26.0%

24.0%

24.0%

15.0%

21.0%

15.0%

215

K OJ NI MH LGFEDCBA

7 654321

SRQP


Scott & Karen





0 50


Index

Mean %12.48%

100 200150

I am interested in other cultures

It's worth paying extra for quality goods

I am interested in international events

I would like to set up my own businessone day

I consider myself interested in the arts

I want to get to the very top in my career

Money is the best measure of success

I enjoy taking risks

General attitudes

I look for organic/natural foods whenshopping for food

I like the trend towards healthierfast food

I usually only snack on healthy foods

I am usually the first among my friendsto try new food products

Usually I am quick to try a new nutritionalproduct

I try to eat gourmet food whenever I can

Nutritional value is the most important factorin what foods I eat

I enjoy eating foreign foods

100 2000 50 150

About food


I’m usually the first to try a new health food

I don’t often have the time to prepare/ eathealthy meals

My friends often ask my advice about healthand nutrition

I make sure I exercise regularly

I consider my diet to be very healthy

I will spend whatever I have to, to make myselflook younger

I’ll pay just about anything when it concernsmy health

Diet and health

I gather health information from Websites

Health information put out by pharmaceuticalcompanies is credible and useful

I am comfortable registering on a Website which consistently offers useful information

about my particular health condition

There’s not much point taking non-prescriptionmedicines since they don’t really work

I frequently take preventative medicine

I always try to eat healthy foods andmaintain a balanced diet

I have regular medical check-upseven if I’m not ill

Health and medicine

1000 50 200150

63.0%

21.0%

21.0%

3.6%

24.0%

63.0%

66.0%

71.0%

76.0%

62.0%

40.0%

54.0%

38.0%

20.0%

49.0%

32.0%

73.0%

34.0%

17.0%

25.0%

21.0%

54.0%

64.0%

12.0%

48.0%

26.0%

58.0%

54.0%

8.4%

42.0%

K OJ NI MH LGFEDCBA

7 654321

SRQP


Scott & Karen





0 50


Index

Mean %12.48%

100 200150

I rely on magazines to keep meinformed

I don’t like advertising in general

I rely on newspapers to keep meinformed

I often pay attention to the commercialsthat play along with the movie previews

in the movie theater

Media

100 2000 50 150


It's safe to make purchases online

I like to hear about new products andservices via e-mail

I tend to trust the information onWebsites that I have heard a lot about

I go back to Websites that make iteasy to find what I need

I am doing more of my shopping on theInternet than before

I get more and more of my news from theInternet

I like to go to Websites that I have neverbeen to before

I like Websites that show me localinformation

I like Websites that take special care toprotect my privacy

InternetThe Internet has changed the way I

get information about products and services

When I need information the first place I lookis the Internet

I spend less time reading newspapers in print because of the Internet

The Internet has had no impact on my life

The Internet has increased my desireto learn/ search for information

The Internet has become a primary source ofentertainment for my family

The Internet has changed the way I shopfor products/ services

The Internet has become a new way forme to socialize or meet people

Lifestyles and Internet

I love to buy new gadgets and appliances

I try to keep up with developmentsin technology

I like the idea of digital TV

I’m always the first among my friends tohave the latest in electronic equipment

Technology

My friends and acquaintances look to meto organize our activities

Social interaction

1000 50 200150

28.0%

56.0%

62.0%

12.0%

52.0%

78.0%

44.0%

9.0%

69.0%

22.0%

77.0%

12.0%

88.0%

25.0%

45.0%

47.0%

39.0%

69.0%

20.0%

57.0%

88.0%

54.0%

63.0%

35.0%

80.0%

92.0%

214

K OJ NI MH LGFEDCBA

7 654321

SRQP


Scott & Karen



I like to change brands often for the sake ofvariety and novelty

If I see a brand name in a movie, I am more likely to buy product in store/online

I really enjoy any kind of shopping

Price isn’t the most important factort is getting exactly what I want

I often go out of my way to find new storesto shop at

I tend to buy things spur of the moment

I prefer shopping at specialty stores becausethey tend to carry the best brands

I am willing to travel up to an hour or more toshop at my favorite stores

I tend to spend long periods of timein a store browsing

I often use the Internet to help planmy shopping trips

I prefer to go to shopping alone

I am usually the first among my friendsto shop at a new store

I especially enjoy shopping with someoneof the opposite sex

I go shopping frequently

I will buy products from stores that don’t specialize in those products because of price

Even when I do not purchasesomething, I enjoy shopping

My friend’s opinion of a storeinfluences whether I shop there

Coupons draw me to stores I don'tnormally shop in

I rarely go shopping

I usually only shop at favorite storesbecause I know they have brands I like

When I shop I visit a variety of stores

100100

00

5050

200200

150150

Shopping

Shopping


Investing in the stock market istoo risky for me

I leave the financial arrangementsin our home to someone else

I feel financially secure

My friends or associates often ask formy advice in financial matters

I’ll pay any price for good financial advice

Financial security after retirement is theresponsibility of each individual

I often prefer to pay cash for things I buy

I read the financial pages of my newspaper

I find advertising for financial servicesto be interesting

Personal finance

14.0%

8.8%

21.0%

44.0%

3.6%

33.0%

25.0%

15.0%

24.0%

34.0%

52.0%

5.0%

12.0%

31.0%

56.0%

33.0%

28.0%

29.0%

42.0%

78.0%

48.0%

22.0%

27.0%

52.0%

20.0%

16.0%

84.0%

34.0%

40.0%

12.0%



0 50


Index

Mean %12.48%

100 200150

K OJ NI MH LGFEDCBA

7 654321

SRQP


Scott & Karen





0 50


Index

Mean %12.48%

100 200150

Shopped at shopping mall

Shopped office supply/computer store

Shopped home improvement store

Shopped home furnishing andhouseware store

Shopped home electronics store

Shopped convenience stores

Shopped drug stores

Reason used coupon - try new product

Reason used coupon - save money

Used coupon from Internet or e-mail

Used coupon from being handed outin or near stores

Used coupon from in or on packages

Used coupon from magazines

Used coupon from other newspaperinserts/advertisements

Used coupon from color leafletsinserted in newspapers

Toys/games - catalog purchase

Sporting goods - catalog purchase

Gifts - catalog purchase

Electronics/appliances - catalog purchase

Computer products - catalog purchase

Women's apparel - catalog purchase

Men's apparel - catalog purchase

Bought anything from catalog

I have used an on-shelf coupon machine

I prefer to buy things that my friends orneighbors would approve of

1000 50 200150

100 2000 50 150

ShoppingShopping


63.0%

46.0%

68.0%

41.0%

41.0%

44.0%

85.0%

21.0%

64.0%

25.0%

34.0%

41.0%

25.0%

33.0%

50.0%

10.0%

4.7%

13.0%

2.2%

5.3%

18.0%

15.0%

55.0%

54.0%

8.2%

K OJ NI MH LGFEDCBA

7 654321

SRQP


Scott & Karen



Documents

Type A03 Kids and Cabernet - Durango A B C D E F G H I J K L M N O 71 2 3 4 5 6 P Q R S Type A03: Kids and Cabernet Scott & Karen Prosperous, middle-aged married couples with children