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Bu~,ton~ <br />IDentifyingCustomem South Bend, IN: CommunitylD Proposal <br />Consumer Propensity Report <br />Marketing and Merchandising Intelligence for Local Business <br />The Consumer Propensity Report (CPR) shows the lifestyle, product, and psychographic <br />likelihood indices for the consumers within the trade area being analyzed. Major retail, <br />restaurant, grocery, and consumer packaged goods firms use this very same information <br />to drive marketing and merchandising decisions. <br />Each analyzed item is assigned a propensity index score with 100 being average. For <br />example, if the consumers within a trade score a 120 for a given analysis item you know <br />that those consumers are 20% more likely to participate in or purchase that item than the <br />average American household. A propensity index score of 80 would indicate that those <br />consumers would be 20% less likely than the average American household to participate <br />in or purchase that item. <br />Information is provided for 32 major categories with over 4,800 total line items. Please <br />note that line items are based upon national -level purchasing and lifestyle characteristics. <br />These line items are then correlated to the under lying household characteristics of the <br />consumers within the trade area being analyzed. Some line items may not be necessarily <br />relevant or available currently in your market or region. The index score in these <br />situations serves to indicate the degree to whi ch the consumers would participate in or <br />purchase that item if it were relevant and available. Often this is taken as an opportunity <br />for expansion of a similar brand or concept within the category. <br />CPR Categories <br />Apparel <br />Automotive <br />Beverages: Alcoholic <br />Beverages: Non-alcoholic <br />Cable/TV/Radio <br />Cleaning Products <br />Computer/Internet <br />Dining <br />Electronics <br />Entertainment/Leisure <br />Financial Services <br />Food: Baking <br />Food: Condiments <br />Food: Dairy <br />Food: Frozen <br />Food: General <br />Food: Meat <br />Food: Snack/Dessert <br />Health and Beauty <br />Hispanic: Spanish Media <br />Hispanic: Demographic <br />Home Furnishings/Appliances <br />Home Improvement <br />Household Products <br />Lawn and Garden <br />Lifestyle Statements <br />Medicines/Drugs/Ailments <br />Pets and Pet Food <br />Print Media <br />Shopping <br />Telecom <br />Tobacco <br />16 <br />