Pizza Attitude & Usage $($A&S$)$ Survey

Light Pizza Usage Segment $($averages$)$

Attitudes Toward Various Pizza Chain Features

Attributes$[1]$

Scale $=1($Not at all Important$)-5($Very Important$)[2]$

$1$

$4\mathrm{.}5$

$2$

$4\mathrm{.}2$

$3$

$3\mathrm{.}3$

$4$

$3\mathrm{.}8$

$5$

$2\mathrm{.}1$

Subset of Demographic$-$Geographic$-$Lifestyle$-$Usage Variables

Age

$($Mean$)$

Distance

From

Campus

$($Miles$)$

MTV

Hours Watched

$($week$)$

VH$1$

Hours

Watched

$($week$)$

Bi$-$Weekly

Usage

Overall

$($Pizza$$s$)$

$29$

$8\mathrm{.}1$

$2\mathrm{.}4$

$3\mathrm{.}7$

$\mathrm{.}8$

Heavy Pizza Usage Segment $($averages$)$

Attitudes Toward Various Pizza Chain Features

Attributes

Scale $=1($Not at all Important$)-5($Very Important$)$

$1$

$2\mathrm{.}0$

$2$

$2\mathrm{.}4$

$3$

$3\mathrm{.}3$

$4$

$4\mathrm{.}1$

$5$

$4\mathrm{.}3$

Subset of Demographic$-$Geographic$-$Lifestyle$-$Usage Variables

Age

$($Mean$)$

Distance

From

Campus

$($Miles$)$

MTV

Hours Watched

$($week$)$

VH$1$

Hours

Watched

$($week$)$

Bi$-$Weekly

Usage

Overall

$($Pizza$$s$)$

$23$

$2\mathrm{.}4$

$3\mathrm{.}6$

$1\mathrm{.}5$

$3\mathrm{.}0$

$[1]$ Represents things like quality of ingredients, spiciness$/$sweetness of sauce, customer service, delivery time, price, etc.

$[2]$ Represents how important each attribute is to the consumer segment in question.

Questions

Based on proximity to campus, age, consumption levels, etc., the heavy usage segment is likely comprised of a significantly greater percentage of college students than the light users segment. Yes or no$?$

Does the importance attached to different attributes$/$features change depending on the segment? Yes or no$?$

In this particular scenario, do you think people in the heavy usage segment $($vs$.$ light usage segment$)$ would be more sensitive to price and buying more frequently based on deals$/$prom$/$discounts$?$ Yes or no$?$