Cross Tabulation #1 Category Report
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Cross Tabulation #1 Category Report Kay, Wing Man Liu Professor: Erin Craig ADVG18073 Consumer Reacher Advertising Plan Sheridan College September 16th, 2019
Cross Tabulation #1 Category Report
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Introduction ................................................................................................................................3 Analysis of key findings ..............................................................................................................3
Age ...............................................................................................................................3
Gender ..........................................................................................................................3
HHI...............................................................................................................................4
Province ........................................................................................................................4
Education ......................................................................................................................5
Conclusion ..................................................................................................................................6
Cross Tabulation #1 Category Report
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Introduction The following report is to develop a demography profile of cold cereal eaters and analyze the key finding on cold cereal, based on the data of the cold cereal eaters’ who personally used the product in past 7 days. According to the report, 43,325 actual people were surveyed within the base, and they represented the sample as 31,488,000 people in the Canadian population. Analysis of key findings
Age -
27.68% of the cereal eaters are between the age 50-64.
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40.98% of the heaviest cereal (15+ bowls) eaters are between age 35-49.
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3.48% of the age between 35-49 are the heaviest cereal eater (15+ bowls).
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6.7% (10-14 bowls) of the people 35-49 years old are the heaviest of all heavy cereal eaters.
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The ages between 35-49 years old are 79% more likely to be very heavy cereal eaters.
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Based on the total eaters of cold cereal, 50-64-year-old is a primary target as it has 27.68% of total cereal eaters. Then, the secondary target is the age between 35-49 since it has 25.89% of cold cereal eaters are in this age group. Last, 65+ year old is the tertiary largest of cold cereal eaters as 22.47%.
Primary Secondary Tertiary Largest
Age Group 50-64 35-49 65+
% of total eaters 27.68% 25.89% 22.47% Total: 76.04%
So, if going to demographically target age for an advertising campaign, the age between 35-49 is the first priority although most cereal eaters are between the age 50-64 at 27.68%. Because of 6.7% of 35-49 years old are the heaviest of all heavy cereal eaters, and this age group has close to 80% more likely to be very heavy cereal eaters. Also, nearly 41% of the heaviest cereal eater in this age group.
Gender -
59.94% of cereal eaters are female.
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65.25% of the heaviest cereal eaters (15+ bowls) are female.
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5.84% (10-14 bowls) of females are the heaviest of all heavy cereal eaters.
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The females are 41% more likely to be heavy cold cereal eaters.
To sum up, gender plays a role in the primary target audience as it has 59.94% of cereal eaters are female, while 40.06% are male. Also, 41% of female are more likely to be heavy cereal eater with 10-14 bowls a week, and over 60% of heaviest cereal eaters with over 15 bowls are female. 
HHI -
32.57% of the cereal eaters have a household income of $100,000+.
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50.98% of the heaviest cereal eaters have the household with an income of $100,000+.
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3.04% of the household with an income of $100,000+ are the heaviest cereal eater (15+ bowls).
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4.67% (10-14 bowls) of the household with an income of $50,000-$74,999 are the heaviest of all heavy cereal eaters.
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The household with an income of $100,000+ is 57% more likely to be very heavy cold cereal eaters.
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Based on the total eaters of cold cereal, HHI $100,000+ is a primary target as it has 32.57% of total cereal eaters. Furthermore, the secondary target is HHI $25,000-$49,999 since it has 21.24%. Last, HHI $50,000-$74,999 is the tertiary largest of cold cereal eaters at 19.38%.
Primary Secondary Tertiary Largest
Household Income HHI $100,000+ HHI $25,000-$49,999 HHI $50,000-$74,999
% of total eaters 32.57% 21.24% 19.38% Total: 73.19%
Thus, HHI $100,000+ should set up as a target if the advertising campaign demographically targets a household income. Considering 32.57% of the cereal eaters' household income are over $100,000 at 32.57%, and this household income group spend the heaviest cereal with over 15 bowls at 3.04%. Simultaneously, there have over fifty percent of the heaviest cereal eaters have a household with an income of $100,000+. 
Province -
37.14% of the cereal eaters live in Ontario.
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47.05% of the heaviest cereal eaters are live in Ontario.
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2.48% of the respondents who live in British Columbia are the heaviest cereal eater (15+ bowls).
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6.70% (10-14 bowls) of the respondents who live in Manitoba/Saskatchewan are the heaviest of all heavy cereal eaters.
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Very heavy cold cereal eaters (15+ bowls) are 62% more likely to live in Manitoba/ Saskatchewan.
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Based on the total eaters of cold cereal, the cereal eaters who live in Ontario is a primary target as it has 37.14% of total cereal eaters. As well, the secondary target is the cereal eaters who live in Quebec since it has 24.28%. Then, Alberta is the tertiary largest of cold cereal eaters at 11.67%.
Primary Secondary Tertiary Largest
Province Ontario Quebec Alberta
% of total eaters 37.14% 24.28% 11.67% Total: 73.09%
Therefore, aimed at the province of geographically, Ontario definitely a good choice. Because 37.14% of the cold cereal eaters and 47.05% of the heaviest cereal eaters also live in Ontario which represents 5,633,000 people and 287,000 people respectively. 
Education -
28.63% of the cereal eaters have a University/Other Non-University certificate.
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25.74% of the heaviest cereal eaters have University/Other Non-University certificate.
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5.12% (10-14 bowls) of the respondents who have the University/Other Non-University certificate are the heaviest of all heavy cereal eaters.
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2.92% of the respondents who have Post Graduate and Degree are the heaviest cereal eater (15+ bowls).
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The respondents who have Post Graduate and Degree are 51% more likely to be very heavy cold cereal eaters (15+ bowls).
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Based on the total eaters of cold cereal, the cereal eaters who have University/Other NonUniversity certificate are a primary target as it has 28.63% of total cereal eaters. Then, the
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secondary target is cereal eaters who have a bachelor’s degree since it has 20.40%. Finally, the respondents who have Secondary/High School Graduate are the tertiary largest of cold cereal eaters at 18.25%. Primary Secondary Tertiary Largest
Education University/Other Non-University Cert Bachelor's Degree Secondary/High School Graduate
% of total eaters 28.63% 20.40% 18.25% Total: 67.28%
Consequently, the client should target the cereal eaters who have University/Other NonUniversity certificate if intended to demographically target on education level. First, the total cereal eaters and heaviest cereal eater are also educated at this level at 28.63% and 25.74% respectively. Conclusion In conclusion, the respondents who are the heaviest of all heavy cereal eaters whether based on age, gender, household income, province, or education, also consume 10-14 bowls cereal a week. A target audience for heavy (10-14 bowls) cereal eaters: Demographic Age 35-49 HHI HHI $100,000+ Province Ontario Education University/Other Non-University Cert. Gender Female
% of total eaters 37.11% 36.03% 36.87% 30.64% 71.52% Total: 212.17%
Then, the target should be females who are between the age 35-49 with a household income of $100,000+. Additionally, the targets live in Ontario and have a University/Other Non-University certificate.
Cross Tabulation #2 Category Report
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Cross Tabulation #2 Category Report Kay, Wing Man Liu Professor: Erin Craig ADVG18073 Consumer Research Advertising Plan Sheridan College October 15th, 2019
Cross Tabulation #2 Category Report
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Introduction The following report is to develop a psychographic profile (behavioural, lifestyle, value) of the targeted cold cereal eaters and analyze the key findings about the target. This report is based on the data of the cold cereal eaters’ who personally used the product in past 7 days, age between 5064, household income between $100,000+, and live in Ontario. According to the report, 43,325 actual people were surveyed within the base, and they represented the sample as 31,488,000 people in the Canadian population. Analysis of key findings 
Psychographic (behavioural, lifestyle, value) traits -
59.51% of the targeted cereal eaters like to try out new food products.
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The targeted cereal eaters are 4% more likely to try out new food products.
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39.19% of the targeted cereal eaters have conservative taste in food.
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The targeted cereal eaters are 8% more likely to have conservative taste in food.
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48.46% of the targeted cereal eaters are influenced by advertising in their purchase.
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The targeted cereal eaters are 28% more likely to be influenced by advertising in their purchase.
Psychographic traits Food-Statements [Agree-I like to try out new food products] Advertising- Statements [Agree-Advertising influences my purchase decisions] Food-Statements [Agree-I have conservative taste in food]
% of total eaters 59.51% 48.46% 39.19% Total: 147.16%
Based on the psychographic traits, the targeted audience who like to try out new food products at 59.51%. Then, the target who agrees the purchase decisions influenced by the advertising at 48.46%. Lastly, the target who have conservative taste in food at 39.19%. 
Media trait -
24.88% of the targeted cereal eaters are medium and heavy reader of the English Newspaper (Print).
Cross Tabulation #2 Category Report -
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The targeted audience are 61% more likely to be medium or heavy reader of the English print newspaper.
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24.23% of the targeted cereal eaters are medium and heavy audience of radio in English.
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The targeted cereal eaters are 82% more likely to be medium or heavy audience of radio in English.
Media trait % of total eaters Radio Quintiles- English [Medium Heavy] 24.23% Newspaper Quintiles-Print -English [Medium Heavy] 24.88% Total: 49.11% For the media trait, the target who is the medium and heavy audience of radio at 24.23%. Then, the target who is the medium and heavy reader of the print English newspaper at 24.88%. Conclusion In conclusion, the target audiences like to try out new food products, their purchase decisions are influenced by the advertising, they conservative taste in food, are a medium and heavy audience of radio in English, and are a medium/heavy reader of print English newspaper. Psychographic & Media trait % of total eaters Agree-I like to try out new food products 59.51% Agree-Advertising influences my purchase decisions 48.46% Agree-I have conservative taste in food 39.19% Radio Quintiles- English [Medium Heavy] 24.23% Newspaper Quintiles-Print -English [Medium Heavy] 24.88% Total:
196.27%
