Overview: For this assignment, due in Module Eight, you will answer three questions related to a scenario involving the
Overview: For this assignment, due in Module Eight, you will answer three questions related to a scenario involving the marketing of a natural pet food product. This task, to be completed in MS Excel, provides you with an opportunity to organize data in order to identify information based on market research that can drive consumer decision-making.
Prompt: First, read the required sections in Chapter 2 of your text. Then, watch the brief video MKT 337 SNHU Pet Supply Store Assignment, which will walk you through this task.
In this scenario, you have just been hired as the director of marketing for the new natural pet-food line at SNHU Pet Supply Store. You learned that prior to your employment, SNHU Pet Supply Store surveyed its customers across the United States in order to understand who they are (demographics), what natural pet food they purchase, how much they spend per month on natural pet food, and the reasons why they selected that specific brand of natural pet food.
The Excel data file Pet Food Survey Results: Student Version With Sample has the responses of 500 customers. These customers purchased natural pet food from SNHU Pet Supply Store during the month of January 2016 (online via the store’s site or in any of their stores across the nation) and were invited to participate in the survey. In exchange, they were entered into a drawing to win free pet food for one year. In order to reduce the potential for one person submitting multiple surveys to increase their chances of winning the prize, participants were required to enter their name, home phone, email address, and mailing address. The goal was to have a 95% confidence level with a margin of error of 5%.
The Survey Questions and Survey Data Attributes tabs provide you with a look at the survey and a key for the survey data. For this assignment, answer the following:
- Question 1: Pivot Table (Demographics): On the tabs entitled “Question 1” A through D, create a pivot table for the following:
- How many males and females submitted the survey (# and %)?
- What was the age breakdown for female respondents?
- What was the number of female respondents between the ages of 45 and 54 who earned between $50,000 and $74,999?
- What was the number of male respondents between the ages of 35 and 44 who purchased Blue Buffalo?
- Question 2: Pivot Table (Satisfaction Based on Gender/Age/Location): On the tab entitled “Question 2,” create a pivot table that shows the gender/age/location of those customers who are “Somewhat Dissatisfied” and “Strongly Dissatisfied” with their current pet food. How might this impact your promotional strategy aimed at motivating pet owners to switch to your pet food brand?
3. Question 3: Consumer Motivation: On the tab entitled “Question 3,” based on the pet owner’s level of satisfaction with their current pet food, does it appear likely that the recommendation/prescription from their veterinarian will motivate them to spend more money on a new/different pet food? If so, how might this impact your promotional efforts?
Be sure to explain your work and address the open-ended questions
Below is the template for the assignment attached.
Survey Data Attributes
| Survey Question | Field | Description | Possible Responses |
| Please select the response that best describes your gender | Gender | Respondent's Gender | Male |
| Female | |||
| Please select the response that best describes your marital status | Marital Status | Respondent's Marital Status | Single (never married) |
| Married | |||
| Separated | |||
| Widowed | |||
| Divorced | |||
| Please select the response that best describes the highest level of education you completed | Education | Respondent's Level of Education | Completed some high school |
| High school graduate | |||
| Completed some college | |||
| Associate degree | |||
| Bachelor's degree | |||
| Completed some postgraduate | |||
| Master's degree | |||
| Ph.D., law or medical degree | |||
| Other advanced degree beyond a Master's degree | |||
| Please select the response that best describes your household income | Total Household Income | Respondent's Total HH Income | Less than $25,000 |
| $25,000 to $34,999 | |||
| $35,000 to $49,999 | |||
| $50,000 to $74,999 | |||
| $75,000 to $99,999 | |||
| $100,000 to $149,999 | |||
| $150,000 or more | |||
| Please select the response that best describes your age | Age | Respondent's Age Range | 18 to 24 years |
| 25 to 34 years | |||
| 35 to 44 years | |||
| 45 to 54 years | |||
| 55 to 64 years | |||
| Age 65 or older | |||
| Please select the response that best describes the region of the US in which you live | Location | Respondent's Location in the US | New England – Connecticut, Maine, Massachusetts, New Hampshire, Rhode Island, Vermont |
| Middle Atlantic – New Jersey, New York, Pennsylvania | |||
| East North Central – Illinois, Indiana, Michigan, Ohio, Wisconsin | |||
| West North Central – Iowa, Kansas, Minnesota, Missouri, Nebraska, North Dakota, South Dakota | |||
| South Atlantic – Delaware, District of Columbia, Florida, Georgia, Maryland, North Carolina, South Carolina, Virginia, West Virginia | |||
| East South Central – Alabama, Kentucky, Mississippi, Tennessee | |||
| West South Central – Arkansas, Louisiana, Oklahoma, Texas | |||
| Mountain – Arizona, Colorado, Idaho, Montana, Nevada, New Mexico, Utah, Wyoming | |||
| Pacific – Alaska, California, Hawaii, Oregon, Washington | |||
| Please select the response that best describes where you prefer to purchase your pet food | Purchasing Location | Respondent's Preferred Location to Purchase Product | Retail |
| Web | |||
| No Preference | |||
| Please select the response that best describes the type(s) of pet(s) you own | Pet Ownership Type | Dog | |
| Cat | |||
| Both | |||
| Please select the response that best describes the average amount of money you spend on pet food on a monthly basis | Monthly Pet Food Spend | Less than $25 | |
| $25 to $49 | |||
| $50 to $99 | |||
| $100 or more | |||
| Please select the response that best describes the type of pet food you typically purchase | Pet Food Type | Wet/Can | |
| Dry/Bag | |||
| No Preference | |||
| Please select the response that best describes the most important benefit your current pet food delivers for your pet(s) | What is the most important benefit your current pet food delivers for your pet(s) | Muscle tone and body condition (fit and trim) | |
| Skin and hair coat health (rich, shiny hair coat) | |||
| Digestion and elimination | |||
| Immunity and prevention of disease | |||
| Increased energy | |||
| Weight loss/management | |||
| Better dental health | |||
| Please select the brand of pet food that you currently purchase for your pet(s) | Name of current pet food | Blue Buffalo | |
| Simply Nourish | |||
| Nature's Recipe | |||
| Nutro | |||
| Hill's Ideal Balance | |||
| Freshpet | |||
| Natural Balance | |||
| Only Natural Pet | |||
| Purebites | |||
| Please select the response that best describes your satisfaction with the pet food you currently purchase for your pet(s) | Satisfaction with current pet food | Extremely Satisfied | |
| Somewhat Satisfied | |||
| Neutral | |||
| Somewhat Dissatisfied | |||
| Extremely Dissatisfied | |||
| Please select the response that best describes why you would switch to a new pet food | Reason you would switch to new pet food | Recommended by vet | |
| Recommended by pet store employee | |||
| Recommended by family/friends | |||
| Age of pet (from puppy chow to adult chow) | |||
| Cost (save money) | |||
| Please select the response that best describes why you would pay more for your pet food | Reason you would pay more for pet food | Prescribed by vet | |
| Reputation as best available for specific pet needs (older pets, overweight etc.) | |||
| Never | |||
Survey Data
| Gender | Marital Status | Education | Total Household Income | Age | Location | Purchasing Location | Pet Ownership Type | Monthly Pet Food Spend | Pet Food Type | What is the most important benefit your current pet food delivers for your pet(s) | Name of current pet food | Satisfaction with current pet food | Reason you would switch to new pet food | Reason you would pay more for pet food |
| Female | Single (never married) | Completed some college | $75,000 to $99,999 | 45 to 54 years | West South Central – Arkansas, Louisiana, Oklahoma, Texas | Web | Dog | $50 to $99 | Dry/Bag | Immunity and prevention of disease | Nature's Recipe | Neutral | Recommended by family/friends | Reputation as best available for specific pet needs (older pets, overweight etc.) |
| Female | Divorced | High school graduate | $75,000 to $99,999 | 18 to 24 years | New England – Connecticut, Maine, Massachusetts, New Hampshire, Rhode Island, Vermont | Web | Cat | $50 to $99 | Dry/Bag | Increased energy | Hill's Ideal Balance | Extremely Dissatisfied | Age of pet (from puppy chow to adult chow) | Never |
| Female | Widowed | Completed some college | Less than $25,000 | 25 to 34 years | Middle Atlantic – New Jersey, New York, Pennsylvania | Retail | Dog | Less than $25 | Wet/Can | Skin and hair coat health (rich, shiny hair coat) | Blue Buffalo | Extremely Satisfied | Recommended by vet | Prescribed by vet |
| Female | Married | High school graduate | $100,000 to $149,999 | 55 to 64 years | Pacific – Alaska, California, Hawaii, Oregon, Washington | Retail | Dog | Less than $25 | Wet/Can | Muscle tone and body condition (fit and trim) | Blue Buffalo | Extremely Satisfied | Recommended by vet | Prescribed by vet |
| Male | Single (never married) | Completed some high school | Less than $25,000 | 45 to 54 years | South Atlantic – Delaware, District of Columbia, Florida, Georgia, Maryland, North Carolina, South Carolina, Virginia, West Virginia | No Preference | Both | $25 to $49 | No Preference | Better dental health | Purebites | Somewhat Dissatisfied | Cost (save money) | Prescribed by vet |
| Female | Married | Completed some high school | $50,000 to $74,999 | 45 to 54 years | South Atlantic – Delaware, District of Columbia, Florida, Georgia, Maryland, North Carolina, South Carolina, Virginia, West Virginia | No Preference | Both | $100 or more | No Preference | Better dental health | Only Natural Pet | Somewhat Dissatisfied | Cost (save money) | Prescribed by vet |
| Female | Married | High school graduate | $50,000 to $74,999 | 55 to 64 years | Pacific – Alaska, California, Hawaii, Oregon, Washington | Retail | Dog | $25 to $49 | Wet/Can | Skin and hair coat health (rich, shiny hair coat) | Blue Buffalo | Somewhat Satisfied | Recommended by vet | Prescribed by vet |
| Male | Divorced | Bachelor's degree | $75,000 to $99,999 | 55 to 64 years | West South Central – Arkansas, Louisiana, Oklahoma, Texas | No Preference | Both | $100 or more | No Preference | Better dental health | Only Natural Pet | Extremely Dissatisfied | Age of pet (from puppy chow to adult chow) | Prescribed by vet |
| Female | Divorced | Completed some postgraduate | $100,000 to $149,999 | 45 to 54 years | South Atlantic – Delaware, District of Columbia, Florida, Georgia, Maryland, North Carolina, South Carolina, Virginia, West Virginia | No Preference | Cat | $100 or more | No Preference | Weight loss/management | Hill's Ideal Balance | Extremely Dissatisfied | Age of pet (from puppy chow to adult chow) | Prescribed by vet |
| Male | Single (never married) | High school graduate | $150,000 or more | 35 to 44 years | East North Central – Illinois, Indiana, Michigan, Ohio, Wisconsin | No Preference | Both | $100 or more | No Preference | Better dental health | Natural Balance | Somewhat Dissatisfied | Cost (save money) | Prescribed by vet |
| Female | Single (never married) | Bachelor's degree | $50,000 to $74,999 | 35 to 44 years | East South Central – Alabama, Kentucky, Mississippi, Tennessee | Web | Dog | $50 to $99 | Dry/Bag | Immunity and prevention of disease | Nature's Recipe | Neutral | Recommended by family/friends | Reputation as best available for specific pet needs (older pets, overweight etc.) |
| Female | Single (never married) | Ph.D., law or medical degree | $25,000 to $34,999 | Age 65 or older | Middle Atlantic – New Jersey, New York, Pennsylvania | Web | Dog | $50 to $99 | Dry/Bag | Immunity and prevention of disease | Nature's Recipe | Neutral | Recommended by family/friends | Reputation as best available for specific pet needs (older pets, overweight etc.) |
| Female | Widowed | High school graduate | $75,000 to $99,999 | 45 to 54 years | West North Central – Iowa, Kansas, Minnesota, Missouri, Nebraska, North Dakota, South Dakota | Retail | Dog | $25 to $49 | Wet/Can | Skin and hair coat health (rich, shiny hair coat) | Blue Buffalo | Somewhat Satisfied | Recommended by vet | Prescribed by vet |
| Male | Married | High school graduate | $75,000 to $99,999 | 45 to 54 years | West South Central – Arkansas, Louisiana, Oklahoma, Texas | Retail | Dog | $25 to $49 | Wet/Can | Skin and hair coat health (rich, shiny hair coat) | Blue Buffalo | Somewhat Satisfied | Recommended by vet | Prescribed by vet |
| Female | Married | Completed some high school | $100,000 to $149,999 | 55 to 64 years | West South Central – Arkansas, Louisiana, Oklahoma, Texas | Retail | Dog | Less than $25 | Wet/Can | Skin and hair coat health (rich, shiny hair coat) | Blue Buffalo | Extremely Satisfied | Recommended by vet | Prescribed by vet |
| Female | Widowed | Bachelor's degree | $35,000 to $49,999 | Age 65 or older | Middle Atlantic – New Jersey, New York, Pennsylvania | Retail | Dog | Less than $25 | Wet/Can | Muscle tone and body condition (fit and trim) | Blue Buffalo | Extremely Satisfied | Recommended by vet | Prescribed by vet |
| Female | Single (never married) | Completed some high school | $75,000 to $99,999 | 35 to 44 years | West North Central – Iowa, Kansas, Minnesota, Missouri, Nebraska, North Dakota, South Dakota | Retail | Dog | $25 to $49 | Wet/Can | Skin and hair coat health (rich, shiny hair coat) | Blue Buffalo | Somewhat Satisfied | Recommended by vet | Prescribed by vet |
| Female | Single (never married) | Completed some high school | $150,000 or more | 35 to 44 years | East South Central – Alabama, Kentucky, Mississippi, Tennessee | Retail | Dog | Less than $25 | Wet/Can | Muscle tone and body condition (fit and trim) | Blue Buffalo | Extremely Satisfied | Recommended by vet | Prescribed by vet |
| Female | Widowed | Completed some high school | $75,000 to $99,999 | 45 to 54 years | East South Central – Alabama, Kentucky, Mississippi, Tennessee | No Preference | Cat | $100 or more | No Preference | Weight loss/management | Hill's Ideal Balance | Extremely Dissatisfied | Age of pet (from puppy chow to adult chow) | Prescribed by vet |
| Male | Divorced | Ph.D., law or medical degree | $25,000 to $34,999 | 55 to 64 years | Mountain – Arizona, Colorado, Idaho, Montana, Nevada, New Mexico, Utah, Wyoming | Retail | Dog | $25 to $49 | Wet/Can | Skin and hair coat health (rich, shiny hair coat) | Blue Buffalo | Somewhat Satisfied | Recommended by vet | Prescribed by vet |
| Female | Widowed | High school graduate | $50,000 to $74,999 | 55 to 64 years | South Atlantic – Delaware, District of Columbia, Florida, Georgia, Maryland, North Carolina, South Carolina, Virginia, West Virginia | Retail | Dog | $25 to $49 | Dry/Bag | Digestion and elimination | Simply Nourish | Somewhat Satisfied | Recommended by pet store employee | Prescribed by vet |
| Male | Divorced | Completed some high school | $100,000 to $149,999 | 45 to 54 years | West South Central – Arkansas, Louisiana, Oklahoma, Texas | Retail | Dog | $25 to $49 | Wet/Can | Skin and hair coat health (rich, shiny hair coat) | Blue Buffalo | Somewhat Satisfied | Recommended by vet | Prescribed by vet |
| Female | Single (never married) | Completed some postgraduate | $25,000 to $34,999 | 55 to 64 years | West South Central – Arkansas, Louisiana, Oklahoma, Texas | Web | Dog | $50 to $99 | Dry/Bag | Immunity and prevention of disease | Nutro | Neutral | Recommended by family/friends | Reputation as best available for specific pet needs (older pets, overweight etc.) |
| Female | Married | High school graduate | $35,000 to $49,999 | Age 65 or older | New England – Connecticut, Maine, Massachusetts, New Hampshire, Rhode Island, Vermont | No Preference | Cat | $100 or more | No Preference | Weight loss/management | Freshpet | Extremely Dissatisfied | Age of pet (from puppy chow to adult chow) | Prescribed by vet |
| Male | Divorced | High school graduate | $50,000 to $74,999 | 55 to 64 years | Mountain – Arizona, Colorado, Idaho, Montana, Nevada, New Mexico, Utah, Wyoming | Retail | Dog | $50 to $99 | Dry/Bag | Immunity and prevention of disease | Simply Nourish | Neutral | Recommended by pet store employee | Reputation as best available for specific pet needs (older pets, overweight etc.) |
| Male | Divorced | Completed some college | $35,000 to $49,999 | 45 to 54 years | West South Central – Arkansas, Louisiana, Oklahoma, Texas | Retail | Dog | $25 to $49 | Wet/Can | Digestion and elimination | Blue Buffalo | Somewhat Satisfied | Recommended by pet store employee | Prescribed by vet |
| Male | Divorced | Completed some high school | $75,000 to $99,999 | 35 to 44 years | East South Central – Alabama, Kentucky, Mississippi, Tennessee | Retail | Dog | Less than $25 | Wet/Can | Muscle tone and body condition (fit and trim) | Blue Buffalo | Extremely Satisfied | Recommended by vet | Prescribed by vet |
| Male | Married | High school graduate | $50,000 to $74,999 | 45 to 54 years | South Atlantic – Delaware, District of Columbia, Florida, Georgia, Maryland, North Carolina, South Carolina, Virginia, West Virginia | Retail | Dog | $25 to $49 | Wet/Can | Skin and hair coat health (rich, shiny hair coat) | Blue Buffalo | Somewhat Satisfied | Recommended by vet | Prescribed by vet |
| Male | Married | Completed some high school | $50,000 to $74,999 | 45 to 54 years | West South Central – Arkansas, Louisiana, Oklahoma, Texas | Web | Cat | $25 to $49 | Dry/Bag | Skin and hair coat health (rich, shiny hair coat) | Simply Nourish | Somewhat Satisfied | Recommended by pet store employee | Reputation as best available for specific pet needs (older pets, overweight etc.) |
| Female | Divorced | Completed some high school | $75,000 to $99,999 | 45 to 54 years | West North Central – Iowa, Kansas, Minnesota, Missouri, Nebraska, North Dakota, South Dakota | Retail | Dog | $25 to $49 | Dry/Bag | Digestion and elimination | Simply Nourish | Somewhat Satisfied | Recommended by pet store employee | Prescribed by vet |
| Female | Married | Completed some postgraduate | $150,000 or more | 35 to 44 years | East South Central – Alabama, Kentucky, Mississippi, Tennessee | No Preference | Both | $100 or more | No Preference | Better dental health | Only Natural Pet | Somewhat Dissatisfied | Cost (save money) | Prescribed by vet |
| Female | Married | Ph.D., law or medical degree | $75,000 to $99,999 | Age 65 or older | Middle Atlantic – New Jersey, New York, Pennsylvania | Web | Cat | $50 to $99 | Dry/Bag | Increased energy | Hill's Ideal Balance | Extremely Dissatisfied | Age of pet (from puppy chow to adult chow) | Reputation as best available for specific pet needs (older pets, overweight etc.) |
| Female | Single (never married) | Bachelor's degree | $100,000 to $149,999 | 25 to 34 years</
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