CASE STUDY 6
EXHIBIT 5. Types of merchandise bought
from catalogs in the last 12 months by demographic variables and the TV Shows –
Based on Nielsen Media Research and
Simmons Market Research Bureau data.
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|
V 1 |
V 2 |
V 3 |
V 4 |
V 5 |
V 6 |
V 7 |
V 8 |
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Total US |
Clothing |
Electro. |
Home
|
Houseware |
Sport
|
Toys/ |
|
|
|
in
'000 |
|
|
Furnishing |
Goods |
Games |
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|
|
|
|
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|
|
|
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|
1 |
18-24 |
23965 |
3757 |
560 |
1211 |
1009 |
1005 |
1263 |
|
2 |
25-34 |
42832 |
9668 |
1706 |
3422 |
2459 |
1798 |
3852 |
|
3 |
35-44 |
39908 |
12381 |
1970 |
4641 |
2732 |
2441 |
4377 |
|
4 |
45-54 |
27327 |
8500 |
1563 |
2578 |
2293 |
1363 |
1788 |
|
5 |
55-64 |
21238 |
6001 |
684 |
2088 |
1782 |
885 |
1571 |
|
6 |
65 -over |
30552 |
7443 |
944 |
2220 |
1424 |
436 |
1243 |
|
|
|
|
|
|
|
|
|
|
|
7 |
Graduated Collage |
36463 |
13249 |
2177 |
3703 |
2330 |
2276 |
3796 |
|
8 |
Attended Collage |
44294 |
12881 |
2016 |
4839 |
3040 |
1936 |
3669 |
|
9 |
High School |
66741 |
15820 |
2182 |
5408 |
4682 |
2806 |
4883 |
|
10 |
Did not Grad.Hsch. |
38324 |
5802 |
1053 |
2210 |
1647 |
911 |
1748 |
|
|
|
|
|
|
|
|
|
|
|
11 |
T. Male |
88956 |
16824 |
4231 |
4789 |
3861 |
4442 |
5339 |
|
12 |
T. Female |
96866 |
30928 |
3196 |
11370 |
7838 |
3486 |
8757 |
|
13 |
Employed Male |
65500 |
12746 |
3232 |
3548 |
2786 |
3610 |
4227 |
|
14 |
Employed Female |
55910 |
20363 |
2023 |
7836 |
5039 |
2539 |
5874 |
|
15 |
Full Time Employed |
110363 |
29409 |
4926 |
10149 |
6965 |
5546 |
8830 |
|
16 |
Part-Time Employed |
11047 |
3702 |
329 |
1187 |
860 |
604 |
1271 |
|
17 |
Not Employed |
64412 |
14641 |
2172 |
4775 |
3874 |
1779 |
3994 |
|
|
|
|
|
|
|
|
|
|
|
18 |
Single |
41284 |
6962 |
1485 |
2135 |
1752 |
1487 |
1550 |
|
19 |
Married |
109023 |
32641 |
4912 |
11614 |
7878 |
5586 |
10473 |
|
20 |
Div./Sep./Wid. |
35515 |
8149 |
1030 |
2411 |
2069 |
856 |
2073 |
|
21 |
Parents |
62342 |
18215 |
2968 |
6702 |
3988 |
3523 |
7714 |
|
|
|
|
|
|
|
|
|
|
|
22 |
Inc.75,000-more |
24165 |
8600 |
1067 |
2679 |
1941 |
1209 |
2705 |
|
23 |
60,000-more |
40979 |
13440 |
1986 |
4045 |
2952 |
2100 |
4015 |
|
24 |
50,000-more |
57996 |
18943 |
2653 |
6064 |
4100 |
3216 |
5561 |
|
25 |
40,000-more |
80078 |
25274 |
3726 |
8441 |
5561 |
4488 |
7420 |
|
26 |
30,000-more |
106838 |
32712 |
4962 |
10840 |
7167 |
5819 |
9582 |
|
27 |
20,000-29,000 |
30669 |
6539 |
1200 |
2497 |
1842 |
964 |
1870 |
|
28 |
10,000-19,999 |
29083 |
5594 |
695 |
1794 |
1850 |
771 |
1698 |
|
29 |
under 10,000 |
19232 |
2907 |
570 |
1028 |
840 |
374 |
946 |
|
|
|
|
|
|
|
|
|
|
|
30 |
E.R. |
19,640 |
6216 |
828 |
2090 |
1418 |
977 |
1881 |
|
31 |
Friends |
16,000 |
3828 |
563 |
1207 |
937 |
720 |
903 |
|
32 |
Frasier |
14,840 |
4605 |
590 |
1560 |
1224 |
692 |
1263 |
|
33 |
Jesse |
13,550 |
2594 |
511 |
879 |
674 |
575 |
716 |
|
34 |
Ally McBeal |
10,190 |
2221 |
245 |
654 |
644 |
467 |
680 |
EXHIBIT 6. Types of merchandise bought from catalogs in the last 12 months
by demographic variables and the
TV shows as a percentage of the group.
|
|
V 1 |
V 2 |
V 3 |
V 4 |
V 5 |
V 6 |
V 7 |
V 8 |
|
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