consumer behavior: answer the question in between the 2 charts

388 SECTION 3 Choosing and using Products at 1 dag Vert Home 56 1000 14 69 27510 153 25 120 22 301 25 13 225 22 TABLE 1 Pet Ownership and Cable Channel Viewing 2-3 cats Vert Hore Vert Here Vert Hore Vert Hor 5 Target (mils) 9.0 638 000 26.9 395 100.0 167 581000 2.4 29.0 100.0 122 214 100.0 HH Subscribe to Cable 9.7 454 83 493 259 495 123 16.B 14.4 424 143 19 329 16 AMC 9.7 15.1 23.8 29.7 5.0 23.2 9.2 23.3 18.1 13 218 25 239 13.6 15 Animal Planet 155 242 298 6.0 280 11.6 11.4 28.9 220 1.6 275 3.1 7.5 25 8 144 18.3 11.6 0.9 Comedy Central 9.8 15.4 289 7.1 179 20.8 15.4 13.1 0.9 150 2.6 3.1 14.4 Cooking Channel 8.4 132 268 4.9 0.7 12.5 15.8 11.7 108 09 15.7 2.9 193 30.3 28.3 Discovery Channel 17 13.4 70 32.0 2.7 90 32.5 102 31.2 13.2 33.9 19.6 Food Network 162 25.4 28.6 9.7 24.5 17.1 1.5 9.8 7.0 24.2 12.4 26.4 2.7 5.6 26.0 Fox News Channel 19.1 30.0 28.0 113 28.7 16.6 1.6 83 5.9 8.7 285 121 278 28.6 2.4 1.4 25.7 21 History Channel 336 27.9 15.2 38.5 19.8 2.2 99 37.7 2.8 34.2 129 38.5 10.7 22 392 23 HGTV 148 23.2 30.8 86 21.9 180 12 5.8 20.5 2.5 201 121 4.9 1.2 22.9 102 210 25 Syty 100 15.6 25.6 7.9 20.0 20.3 1.6 27.0 4.0 5.2 17.9 13.3 4.4 20.5 11.3 13 233 34 Weather Channel 19.6 30.7 26.4 12.5 31.7 16.9 2.0 34.7 2.7 9.5 32.7 128 6.8 31.6 9.1 20 36.0 2.7 Source: Spring 2014 GK MARI Use the information provided in Table 2 to answer the following question: 1 Your friend assumed that Animal Planet is the best channel to find pet owners who use pet services frequently. Do you data support or contradict her belief? Why? TABLE 2 Pet Service Usage and Cable Channel Viewing Has Pet Insurance Used Pet Daycare Used Pet Grooming 1 Vet Visit 2-3 Vet Visits 4. Vet Visits Vert Horz Vert Horz Vert Hort Vert Horz Vert Hort Vert More Target (mils) (mils) % (mil) % % (mils) % (mils) % % (mils) Total 7.1 100.0 3.0 3.5 100.0 1.5 31.9 100.0 13.5 34.8 100.0 14.7 42.1 100.0 17.8 24.1 100.0 102 HH Subscribes to Cable 3.3 46.5 2.8 1.6 46.7 1.4 16.1 50.4 13.7 16.8 48.3 14.4 19.9 47.3 17.1 11,0 458 94 AMC 1.5 21.8 3.0 0.9 26.0 18 7.9 24.7 15.5 7.8 22.4 15.3 102 24.2 20.1 5.3 22.1 104 Animal Planet 1.6 23.1 3.2 0.7 19.0 1.3 8.0 25.1 15.5 8.3 23.7 15 9 11.1 26.4 21.5 6.6 27.5 128 Comedy Central 15.6 3.3 0.7 19.5 2.0 5.4 16.9 15.9 5.5 15.9 16.3 7.1 16.8 20.9 4.4 18.1 129 Cooking Channel 0.8 11.7 2.7 0.4 11.8 13 42 13.1 13.4 4.6 13.2 14.6 5.7 13.4 18.1 2.9 12.1 93 Discovery Channel 2.0 28.3 2.9 1.1 31.2 1.6 10.4 325 15.2 10.5 30.1 15.3 13.9 33.1 20.4 7.8 32.4 114 Food Network 1.8 25.2 3.2 1.1 31.5 1.9 8.7 27.4 15.5 8.6 24.8 152 10.8 25.7 19.1 6.2 258 11.0 Fox News Channel 1.8 258 2.7 0.9 24.7 1.3 10.2 31.8 14.9 10.4 29.8 15.2 124 29.5 18.2 6.9 28.8 102 History Channel 2.4 33.7 3.1 12 34.5 1.6 11.9 37.4 15.6 11.9 34.1 15.5 15.3 36.3 19.9 8.8 36.5 11.5 HGTV 1.6 223 33 0.8 22.4 1.6 8.3 26.0 17.3 7.5 21.6 15.7 9.6 22.7 19.9 6.2 25.7 12.9 Syty 1.4 20.1 3.7 0.4 11.8 1.0 5.3 16.6 13.6 6.0 17.1 153 8.0 19.1 20.7 4.2 17.2 10.7 Weather Channel 1.9 26.4 2.5 1.0 27.9 13 10.6 332 143 10.7 30.9 14.5 13.4 31.9 18.1 8.4 34.7 11.3 Source: Spring 2014 GK MRI 388 SECTION 3 Choosing and using Products at 1 dag Vert Home 56 1000 14 69 27510 153 25 120 22 301 25 13 225 22 TABLE 1 Pet Ownership and Cable Channel Viewing 2-3 cats Vert Hore Vert Here Vert Hore Vert Hor 5 Target (mils) 9.0 638 000 26.9 395 100.0 167 581000 2.4 29.0 100.0 122 214 100.0 HH Subscribe to Cable 9.7 454 83 493 259 495 123 16.B 14.4 424 143 19 329 16 AMC 9.7 15.1 23.8 29.7 5.0 23.2 9.2 23.3 18.1 13 218 25 239 13.6 15 Animal Planet 155 242 298 6.0 280 11.6 11.4 28.9 220 1.6 275 3.1 7.5 25 8 144 18.3 11.6 0.9 Comedy Central 9.8 15.4 289 7.1 179 20.8 15.4 13.1 0.9 150 2.6 3.1 14.4 Cooking Channel 8.4 132 268 4.9 0.7 12.5 15.8 11.7 108 09 15.7 2.9 193 30.3 28.3 Discovery Channel 17 13.4 70 32.0 2.7 90 32.5 102 31.2 13.2 33.9 19.6 Food Network 162 25.4 28.6 9.7 24.5 17.1 1.5 9.8 7.0 24.2 12.4 26.4 2.7 5.6 26.0 Fox News Channel 19.1 30.0 28.0 113 28.7 16.6 1.6 83 5.9 8.7 285 121 278 28.6 2.4 1.4 25.7 21 History Channel 336 27.9 15.2 38.5 19.8 2.2 99 37.7 2.8 34.2 129 38.5 10.7 22 392 23 HGTV 148 23.2 30.8 86 21.9 180 12 5.8 20.5 2.5 201 121 4.9 1.2 22.9 102 210 25 Syty 100 15.6 25.6 7.9 20.0 20.3 1.6 27.0 4.0 5.2 17.9 13.3 4.4 20.5 11.3 13 233 34 Weather Channel 19.6 30.7 26.4 12.5 31.7 16.9 2.0 34.7 2.7 9.5 32.7 128 6.8 31.6 9.1 20 36.0 2.7 Source: Spring 2014 GK MARI Use the information provided in Table 2 to answer the following question: 1 Your friend assumed that Animal Planet is the best channel to find pet owners who use pet services frequently. Do you data support or contradict her belief? Why? TABLE 2 Pet Service Usage and Cable Channel Viewing Has Pet Insurance Used Pet Daycare Used Pet Grooming 1 Vet Visit 2-3 Vet Visits 4. Vet Visits Vert Horz Vert Horz Vert Hort Vert Horz Vert Hort Vert More Target (mils) (mils) % (mil) % % (mils) % (mils) % % (mils) Total 7.1 100.0 3.0 3.5 100.0 1.5 31.9 100.0 13.5 34.8 100.0 14.7 42.1 100.0 17.8 24.1 100.0 102 HH Subscribes to Cable 3.3 46.5 2.8 1.6 46.7 1.4 16.1 50.4 13.7 16.8 48.3 14.4 19.9 47.3 17.1 11,0 458 94 AMC 1.5 21.8 3.0 0.9 26.0 18 7.9 24.7 15.5 7.8 22.4 15.3 102 24.2 20.1 5.3 22.1 104 Animal Planet 1.6 23.1 3.2 0.7 19.0 1.3 8.0 25.1 15.5 8.3 23.7 15 9 11.1 26.4 21.5 6.6 27.5 128 Comedy Central 15.6 3.3 0.7 19.5 2.0 5.4 16.9 15.9 5.5 15.9 16.3 7.1 16.8 20.9 4.4 18.1 129 Cooking Channel 0.8 11.7 2.7 0.4 11.8 13 42 13.1 13.4 4.6 13.2 14.6 5.7 13.4 18.1 2.9 12.1 93 Discovery Channel 2.0 28.3 2.9 1.1 31.2 1.6 10.4 325 15.2 10.5 30.1 15.3 13.9 33.1 20.4 7.8 32.4 114 Food Network 1.8 25.2 3.2 1.1 31.5 1.9 8.7 27.4 15.5 8.6 24.8 152 10.8 25.7 19.1 6.2 258 11.0 Fox News Channel 1.8 258 2.7 0.9 24.7 1.3 10.2 31.8 14.9 10.4 29.8 15.2 124 29.5 18.2 6.9 28.8 102 History Channel 2.4 33.7 3.1 12 34.5 1.6 11.9 37.4 15.6 11.9 34.1 15.5 15.3 36.3 19.9 8.8 36.5 11.5 HGTV 1.6 223 33 0.8 22.4 1.6 8.3 26.0 17.3 7.5 21.6 15.7 9.6 22.7 19.9 6.2 25.7 12.9 Syty 1.4 20.1 3.7 0.4 11.8 1.0 5.3 16.6 13.6 6.0 17.1 153 8.0 19.1 20.7 4.2 17.2 10.7 Weather Channel 1.9 26.4 2.5 1.0 27.9 13 10.6 332 143 10.7 30.9 14.5 13.4 31.9 18.1 8.4 34.7 11.3 Source: Spring 2014 GK MRI