JCPenny Target Analysis

8/8/2019 JCPenny Target Analysis

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, Alexandra Corey, Kimberly Valero

ADV315 Fall 2010

Your target market will be females ages 25-34. You need to use Choice 3: Simmons National ConsumerSurvey data to find answers to the following questions. Make sure that your answers reflect yourinterpretation and summary of Choice 3 data. The results of this exercise will help you with Part II of

Term Project: Checkpoint 1.

1. Which media classes (newspaper, magazine, radio, network television, cable television, movie,internet) is the target more likely to use? Are there differences among the target of different racesand income levels?

Race:

i. White: Primetime TV (index 109 vert 19.4%) Internet (index 104 vert 17.5%)Newspaper (index 104 vert 10.9%)

1. Whites are more likely than average to be watching Primetime TV, usingthe internet, and reading the newspaper.

ii. Black: cable TV (index 140 vert 119) movies (index 199 vert 12.5%)

1. Blacks are much more likely than average to watch cable TV and toattend the movies.

iii. Asian: internet (index 150 vert 22.4%)

1. Asians are much more likely than average to use the Internet, and otherforms of media would not be good ways to target them.

Income:

i. Less than 25k: TV Primetime (index 150 vert 28.1%) Cable TV (index 134 vert22.1%) Radio drive time (index 116 vert 22.5%) Newspaper (index 112 vert14.7%)

1. People with incomes below $25k are more likely to watch TV than theaverage so that is an especially good way to target them. They also aremore likely than average to listen to the radio during drive time and readthe newspaper. These are also good ways to target them. The Internet isnot a good way to target these people.

ii. 25k to 49,999: TV Primetime (index 113 vert 20.2%) Internet (index 110 vert16.4%) Magazine (index 106 vert 22.7%)

1. People with incomes between $25k and $49,999 are more likely thanaverage to watch TV during primetime, use the internet, and readmagazines, so these are all great ways to target them.

iii. 50k to 59,999: newspaper (index 133 vert 17.5%) TV primetime (index 116 vert21.7%) internet at home (index 116 vert 19.5%)

1. People with incomes between $50k and $59,999 are more likely thanaverage to read the newspaper, watch TV during primetime, and use the


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internet at home. These are all ways that they can be targetedeffectively.

iv. 60k to 74,999: Radio drive (index 140 vert 23.2%) Internet (index 133 vert19.9%) TV Primetime (index 119 vert 21.2%) Cable TV (index 119 vert 19.6%)Magazine (index 114 vert 24.4%) Newspaper (index 105 vert 13.8%)

1. People with incomes between $60k and $74,999 are much more likelythan average to be listening to the radio during drive time and using theinternet at home. They also can be targeted effectively through primetimeand cable TV, as well as magazines and newspapers. This shows thatthey can be effectively targeted through pretty much any traditionalmedium.

v. 75k+: Newspaper (index 155 vert 16.3%) Magazine (index 121 vert 20.4%)Radio Drive (index 118 vert 19.6%) Cable TV (index 111 vert 22.7%) TVPrimetime (index 107 vert 20%)

1. People with incomes above $75k a year are much more likely to read thenewspaper than most, so that is a great way to target them. Also, they

are more likely than average to read magazines, listen to the radio duringdrive time, and watch cable and primetime TV. This shows that they canpretty much be effectively targeted through most media, includinginternet which they are just average users of.

vi. Analysis: The higher the income, the more ways you can target them with variousmedia.

2. Which magazines are popular among your target of various races and income levels?

White

People 56.8% 110

U.S. Weekly 32.6% 112

Cosmo 28% 100

Better Homes and Garden 24.7% 109

This says that White People are likely to read about the world, whether it be about fashion, gossip, orreal life. They also care about their homes and making them a better place.

Black

Ebony 57.4% 728

Essence 52.9% 716

Jet 50.6% 706

Vibe 47.7% 631


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Blacks like magazines like Ebony, Essence, Jet, and Vibe, most of which feature African Americans,like themselves.

Asian

Time 22.6% 115

Fitness 17.7% 169

Parenting 17.4% 119

Baby Talk 16.7% 184

This says that Asians are likely to read magazines having to do with bettering themselves.Magazines like these help to make you into a better parent or help to improve your physique. Timemagazine has to do with real life, showing that they care about what is going on in the world.

Less Than 25,000

The National Inquirer 16.4% 151

Parenting 14.6% 101

Soap Opera Digest 13.1% 138

Southern Living 9.38% 110

This says that people with an income of less than $25,000 read magazines like Parenting, whichhelps to make them a better parent and the National Inquirer, which is a tabloid. They also enjoy soapoperas so they read Soap Opera Digest.

25,000-49,999

Essence 11.1% 151

Marie Claire 11% 121

Ebony 11% 139

Jet 10.7% 149

People with incomes between 25k and 49,999 read magazines like Essence and Ebony, which focuson African Americans, as well as Marie Claire, a fashion magazine, and Jet.

50,000-59,999

People 55.3% 107

U.S. Weekly 46.4% 159

Cosmo 29.8% 106

Parents 29.2% 139


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This income bracket shows that these people read magazines that are either real life or gossiprelated.

60,000-74,999

Weight Watchers 10.7% 199

Essence 8.6% 116

Popular Science 8.32% 397

Forbes 8.28% 473

People in this higher income bracket like magazines about staying fit, losing weight, science, business, aswell as the magazine Essence.

75,000 +

Spirit (SouthWest Airlines) 13.4% 351

Prevention 13.2% 230

Womans World 13% 105

Harpers Bazaar 12.6% 208

In the 75k+ income bracket, these people like to read magazines like Spirit, Prevention, Womans World,and Harpers Bazaar.

3. Which internet websites/search engines are popular among your target of various races andincome?

WHITE: Google.com (45.3% 107) Yahoo.com ( 37.2% 103) Hotmail.com (17.6% 110)

NBC (3.33% 130) ESPN (2.72% 130)

i. Whites can be effectively targeted on main search engine and webmail sites(Google, Yahoo, Hotmail) because they have high coverage, as well as specificsites like NBC.com and ESPN.com where they are more likely to go to than otherpeople with a low coverage.

BLACK: Yahoo (37.6% 104) Bestbuy.com (12.5% 271) Hotjobs.com (11.6% 523)

i. Blacks can be effectively targeted on search engine sites like Yahoo with highcoverage, as well as sites where they are more likely to go to than other peoplelike bestbuy.com and hotjobs.com.

ASIAN: Google (68.5% 161) Hotmail.com (31.8% 198) Yahoo (42.1% 131) MSN.com(23.8% 186) Travel Zoo (2.2% 203)

i. Asians can be targeted on the main high coverage search engine and webmailsites (Google, Yahoo, Hotmail), as well as sites where they are more likely to goto than other people like news sites (MSN.com) and travel sites (Travel Zoo).

OVERALL: Most races can be targeted by the main search engine and webmail sites,which have high coverage, but there are also specific sites that interest each race thatyou can use to specifically target them.


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Income:

i. Less than 25k:

1. Google (61, 25.9%) Yahoo (54, 19.5%) AOL (154, 13.7%),Americangreetings.com (243, 4.12%)

2. People with incomes less then 25K can be targeted on the main highcoverage search engine and webmail sites (Google, Yahoo) specificallyhigh on AOL, and Americangreetings.com

ii. 25k to 49,999:

1. Google (83, 35.3%) Yahoo (93, 33.5%) Monster.com (156, 5.51%)Hotjobs.com (224, 4.96%)

2. People with incomes 25K to 49,999 frequently visit sites dealing with jobsearches.

iii. 50k to 59,999:

1. Google (83, 35.5%) Yahoo (90, 32.4%) Myspace.com (145, 15.3%)Mapquest.com (105, 16.8%)

2. These target market frequently visits social networking sites, andMapQuest.

iv. 60k to 74,999:

1. Google (101, 42.9%) Yahoo (112, 40.6%) Amazon (149, 18.1%)Maquest.com (109, 17.4%)

2. This target market also frequently visits MapQuest and Amazon.

v. 75k+:

1. Google (132, 56.2%) Yahoo (121, 43.8%) Mapquest.com (139, 22.2%)Hotmail (128, 20.6%)

2. This target market can be reached at search engines, e-mail sites, andMapQuest.

GENERAL ANALYSIS: The most highly visited websites are Google & Yahoo. Searchengines are highly visited as well as web mail services; this applies to both race andincome factors. Race & income can determine the niche of the site specifically shopping,

job search, news, directions.

4. During what time of the day is your target more likely to surf the web?

i. White:

1. 7AM-9AM (114 30.2%) more likely than average to go on at this time withgood coverage

2. 9AM-4PM (107 28.8%) more likely than average to go on at this time with


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good coverage

3. 4PM-7PM(111 17.6%) more likely than average to go on at this time withdecent coverage

ii. Black:

1. 7PM-11PM (80, 30.8%) less likely than the average person to go on atthis time but high coverage

2. 11PM-2PM (117, 11%) more likely than average to go on at this time withdecent coverage

iii. Asian:

1. 7PM-11PM (122, 47.4%) more likely than average to go on at this timewith high coverage

2. 9AM-4PM (128, 34.5%) more likely than average to go on at this timewith high coverage

3. 4PM-7PM (105, 27.9%) a little more likely than average to go on at thattime with high coverage

Income:

i. Less than 25k:

1. 7PM-11PM (58, 15.4%) much lower than the average person to go on atthis time, but has the highest coverage in this income bracket.

2. 11PM-2AM (94, 8.81%) a little less likely than the average person to goon at this time, but has somewhat small coverage

3. ANALYIS: Internet is not a good way to reach this income bracket.ii. 25k to 49,999:

1. 11PM to 2AM (124, 11.7%) it has a decent coverage, and they are morelikely than average to go on at this time.

2. 9AM to 4 PM (101, 27.2%) it has an average user at this time and alsohas a decent coverage.

iii. 50k to 59,999:

1. 7PM to 11PM (122, 47.3%) it has good coverage and they are morelikely to go on at this time compared to the average user.

2. 9AM to 4PM (154, 41.3%) this also has good coverage and shows thatthey are more likely to go on at this time.

3. ANALYSIS: Anytime between 7AM and 11PM is a good time to targetthis income bracket. They all have good coverage and are aboveaverage users during these times.

iv. 60k to 74,999:


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1. 7PM to 11PM (127, 49.3%) this has an above average use at this timewith high coverage.

2. 9AM to 4PM (110, 29.7%) this has an above average use at this timewith high coverage.

3. ANALYSIS: This target consists of above average users during all times

of the day, but 7PM to 11PM & 9AM to 4PM has the highest coverage.

v. 75k+:

1. 7PM to 11PM (125, 48.4%) this has an above average use at this timewith high coverage.

2. 4PM to 7PM (120, 31.7%) this also has an above average use at thistime with high coverage.

3. ANALYSIS: Anytime from 5AM to 11PM is average or above averageindex for this group.

5. What types of internet advertising is more likely to elicit responses from your target?

Race

i. White

1. Sponsored websites (104, 7.84%)

2. Webpage links (107, 4.69%)

3. Whites click sponsored websites and webpage links at a decentcoverage, with a bit above average likelihood.

ii. Black


2. Email ads (191, 9.19%)

3. ANALYSIS: Blacks click webpage links and email ads far above average,with high coverage.

iii. Asian

1. Sponsored websites (99, 7.49%)

2. Popup/under window (286, 5.73%)

3. ANALYSIS: Asians click sponsored websites with a high coverage, butabout an average amount as every other person. They click popup orunder windows a far above average amount.

Income

i.


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2. Floating ads (211, 3.90%)

3. ANALYSIS: People in this income bracket are more likely than theaverage person to click floating ads, and have a decent coverage ofclicking both email ads and floating ads.

ii. 25k-49,999

1. Email ads (163, 6.09%)

2. ANALYSIS: People in this income bracket are more likely than averageto click email ads, with a decent coverage.

iii. 50k-59,999


2. Floating Ads (199, 5.12%)

3. ANALYSIS: People in this income bracket click webpage links andfloating ads at an above average likelihood. They have a high coverage

of clicking webpage links.

iv. 60k-74,999

1. Banner ads (161, 6.56%)

2. Email ads (135, 6.51%)

3. ANALYIS: People in this income bracket are more likely than the averageperson to click banner ads and email ads, with a decent coverage.

v. 75k+

1. Sponsored Websites (135, 10.2%)

2. Website links (120, 10.1%)

3. ANALYSIS: People in this income bracket have high coverage of clickingsponsored websites and website links, with an above average likelihoodto click.

vi. ANALYSIS: Each target group clicks each type of internet advertising at adifferent amount, with different ones that they use more than the average. Theymust be targeted specifically according to this data.

6. During what time of the day is your target more likely to watch TV?

Race:

White:

TV Early & Late Fringe (101, 66.5%)

TV Prime Time M-SA 8-11PM/SUN 7-11PM (102, 81.9%)

TV All Day M-F 6-2AM/S-S7-1AM (101, 93.5%)


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TV Daytime M-F 10AM-4PM (102, 41.9%)

TV Late Fringe 11PM-1AM (100, 34.8%)

ANALYSIS: This target market has a good chance to be reached at most times of the day. The only timethat had an index below 100 is TV Early Fringe (99, 56.5%).

Black:


TV All Day (101, 93.9%)

TV Early Fringe (124, 71.1%)

TV Late Fringe (145, 50.4%)

ANALYSIS: This target market also has a good chance at being reached during most of the day;specifically during TV Late Fringe & Early Fringe. The only times one should worry is during TV Daytime& TV Prime Time.

Asian:

This target audience has no indexes over 100.

ANALYSIS: This method of reaching this audience would not be effective.

Income:

< 25K:


TV Prime Time (103, 83.3%)

TV All Day (103, 95.3%)

TV Daytime (138, 56.2%)


TV Late Fringe (120, 41.6%)

ANALYSIS: This group can be reached during all times of the day, specifically during TV Daytime, & TVLate Fringe.

75K or More:

TV Prime Time (100, 81%)

TV All Day (100, 92.9%)

ANALYSIS: The best way to target people in this group is during TV Prime Time, & TV All Day.

25K-$49,999:




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TV Daytime (108, 44.2%)


ANALYSIS: This target can be reached during most times excluding: TV All Day, & TV Late Fringe.

50K-$59,999

There are no times when this targets indexes are above 100.

ANALYSIS: Targeting this market through this media would not be effective.

60K-$74,999:


TV All Day (101, 93.9%)

TV Daytime (108, 44.2%)


TV Late Fringe (107, 37%)

ANALYSIS: This target audience has a good chance of being reached at anytime except during TV Early& Late Fringe.

OVERVIEW: Looking at this information one can see that not all of this target groups can be reachedthrough this form of media (i.e., Asians & those who make 50K- $59,999). And to reach those of a specificgroup, one must look to see when they are most likely to tune in because every group is different.

7. What TV shows are popular among your target?

Race:

White:

American Idol (FOX) (107, 21.1%)

CSI (102, 20.4%)

Deal or No Deal (117, 15.6%)

Extreme Makeover: Home Edition (106, 15.2%)

Greys Anatomy (110, 22.8%)

House (112, 15.7%)

ANALYSIS: People in this target market watch shows of all genres. Specifically the ones listed above.

Black:

American Idol (122, 24%)

Americas Next Top Model (239, 20.3%)

Cold Case (192, 22.9%)


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CSI (130, 26.1%)

CSI:Miami (154, 21.1%)

Desperate Housewives (194, 27.3%)

Everybody Hates Chris (618, 23.5%)

Girlfriends (580, 30.2%)


Its Showtime at the Apollo (754, 21.6%)

Law & Order (190, 20.3%)

Law & Order CI (189, 22.3%)

Law & Order SVU (168, 22.3%)

My Wife and Kids (612, 32.6%)

ANALYSIS: This target market tends to watch shows that deal with crime, drama, & reality.

Asian:

Friends (248, 20.6%)

Americas Funniest Home Videos (105, 12%)

Cops 2 (289, 7.27%)

Everybody Loves Raymond (188, 14.5%)

Law & Order (150, 16%)

So You Think You Can Dance (110, 10.5%)

ABC World News Saturday (183, 8.03%)

CBS Evening News Saturday (395, 11.1%)

NBC Nightly News Saturday (280, 9.47%)

ANALYSIS: People in this bracket tune in to news, comedy, & drama more then other types of shows.

Income:

>25K:

Americas Funniest Home Videos (109, 12.5%)

Americas Most Wanted (184, 9.87%)


Cops (158, 12%)

ER (109, 12.3%)


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Family Guy (124, 13%)

House (100, 14%)

Nanny 911 (156, 11.6%)

Simpsons (168, 15%)

Wife Swap (143, 10.9%)

Will & Grace (187, 10.2%)

ANALYSIS: People in this bracket tend to watch comedies, dramas, & reality.

75K or more:

American Idol (112, 22.2%)


Everybody Loves Raymond (141, 10.8%)

Family Guy (120, 12.6%)

Friends (131, 10.9%)


House (117, 16.3%)

LOST (137, 11.9%)

My Name is Earl (141, 10.6%)

The Office (180, 13.3%)

Scrubs (139, 10.3%)

Survivor (149, 11.1%)

Without a Trace (129, 11.4%)

SNL (128, 14.6%)

ANALYSIS: This target tends to have a variety of tastes; drama, comedy, & reality.

25K-$49,999:

20/20 (117, 13.6%)


Cold Case (115, 13.8%)

CSI Miami (131, 17.9%)

CSI (116, 23.3%)

CSI Miami Weekend (152, 10.3%)


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CSI NY (110, 11.4%)

Deal or No Deal (113, 15%)

ER (116, 13.1%)

Extreme Makeover Home Edition (123, 17.7%)

Law &Order (107, 11.4%)

Law & Order CI (100, 11.8%)

Law & Order SVU (115, 15.2%)

Super Nanny (125, 10.7%)

ANALYSIS: this target market watches a lot of shows dealing with crime. This audience also tends to tunein to reality shows and dramas.

50K-$59,999

Wife Swap (154, 11.7%)

So You Think You Can Dance (181, 17.4%)

Super Nanny (151, 13%)

Law & Order SVU (118, 15.6%)

King of Queens (128, 10.5%)

House (112, 15.7%)


Extreme Makeover Home Edition (126, 18.2%)

Deal or No Deal (106, 14.1%)

Cold Case (11, 13.2%)

Cops (190, 14.5%)

American Idol (106, 21%)

48 Hours Mystery (154, 11.1%)

20/20 (121, 14%)

ANALYSIS: This target market tends to watch shows based on reality, crime, drama & news.

60K-$74,999

SNL (109, 12.4%)

LOST (138, 12.1%)

Law & Order SVU (103, 13.6%)

Law & Order CI (134, 15.9%)


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Law &Order (117, 12.5%)

King of Queens (150, 12.3%)

King of the Hill (138, 10.6%)


ER (114, 12.8%)


CSI NY (116, 12%)

CSI (114, 22.9%)



American Idol (134, 26.4%)

ANALYSIS: People in this income bracket tend to watch more dramatic, reality type shows. They watchshow that deal with crime and medicine.

OVERVIEW: Overall people from these target markets tend to like shows dealing with crime (i.e. Law &Order). Otherwise they must be targeted specifically by show for a higher coverage.

8. What types of video games are popular among your target?

Race:

i. White

1. Arcade and Classic Games (103, 6.46%)

2. Cards and Casino (139, 5.95%)

3. Puzzles (113, 4.83%)

4. ANALYSIS: Whites like arcade games, card games and casino games,and puzzles.

ii. Black

1. Arcade and Classic Games (144, 9.05%)

2. Fighting (320, 6.21%)

3. Role Playing/ Fantasy (202, 5.01%)

4. Childrens Entertainment (236, 4.59%)


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5. ANALYSIS: Blacks like arcade and classic games, but they also likefighting and roleplaying/fantasy games, as well as childrensentertainment.

iii. Asian

1. Educational (180, 1.84%)

2. ANALYSIS: Asians do not like video games unless they are for thepurpose of learning. The are more likely than the average person to playthese educational video games.

Income

i.


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1. Racing (108, 2.66%)

2. ANALYSIS: People with incomes above 75k do not play video gameeven the average amount or with any type of decent coverage. With alow coverage, racing games are a type of game this income bracket usesa bit above average.

OVERALL ANALYSIS: Whites and black both have high coverage of use for playingarcade/classic video games. Within the income brackets, there is really no consistency.Overall, the highest used games are arcade/classic games. Asians and people withincomes above 75k both do not play video games much and it is not a good way to targetthem.

9. What is your targets self-concept?

Race:

White:

Efficient, Organized, Diligent, Thorough (100, 30.6%)

Stubborn, Hardheaded, Headstrong, Obstinate (100, 14.7%)

ANALYSIS: This group did not have a wide variety of self-concepts. This group tends to label themselvesmore as efficient, & stubborn.

Black:

Affectionate, Passionate, Loving, Romantic (138, 55.9%)

Amicable, Amiable, Affable, Benevolent (154, 31%)

Awkward, Absent-minded, Forgetful, Careless (138, 7.96%)

Brave, Courageous, Daring, Adventuresome (149, 23.9%)

Broadminded, Open-minded, Liberal, Tolerant (177, 49%)

Creative, Inventive, Imaginative, Artistic (128, 35.7%)

Dominating, Authoritarian, Demanding, Aggressive (150, 14.1%)

Egocentric, Vain, Self-centered, Narcissistic (198,10.1%)

Frank, Straightforward, Outspoken, Candid (141, 31.2%)

Funny, Humorous, Amusing, Witty (140, 32.5%)

Intelligent, Smart, Bright, Well Informed (123, 35.4%)

Kind, Good-hearted, Warmhearted, Sincere (116, 57.2%)

Refined, Gracious, Sophisticated, Dignified (154, 23.5%)

Reserved, Conservative, Quiet, Conventional (195, 32.7%)

Self-assured, Confident, Secure (102, 19.7%)

Sociable, Friendly, Cheerful, Likeable (103, 34.3%)


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Tense, Nervous, High-strung, Excitable (120, 9.74%)

Trustworthy, Competent, Reliable (119, 59.2%)

ANALYSIS: This groups self-concept is very diverse. They find themselves to be considered under many

different characteristics. Targeting this audience could be difficult if you are trying to reach them all; thereare many characteristics one would have to take into consideration.

Asian:



Egocentric, Vain, Self-centered, Narcissistic (203, 10.4%)



ANALYSIS: People in this group tend to have a self-concept that they are dominating, efficient,egocentric, refined, & sociable. Using these characteristics would be the best way to get to your targetaudience.

Income:


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Sociable, Friendly, Cheerful, Likeable (123,41.1%)


Tense, Nervous, High-strung, Excitable (219, 17.8%)


ANALYSIS: People in this group also have very diverse thoughts on their own self-concept.

75K or More:

Affectionate, Passionate, Loving, Romantic (108, 44%)

Amicable, Amiable, Affable, Benevolent (101, 20.3%)



Kind, Good-hearted, Warmhearted, Sincere (105, 51.8%)

Refined, Gracious, Sophisticated, Dignified (104, 16%)




ANALYSIS: People in this group consider themselves to be more along the lines of affectionate,amicable, efficient, intelligent, kind, refined, sociable, stubborn, & trustworthy; they look at themselvespositively.

25K-$49,999:


Broadminded, Open-minded, Liberal, Tolerant (100, 27.7%)


Frank, Straightforward, Outspoken, Candid (125, 27.6%)


Reserved, Conservative, Quiet, Conventional (117, 19.7%)

Self-assured, Confident, Secure (110, 21.2%)


ANALYSIS: People in this bracket have a self-concept of being more frank & reserved. They alsoconsidered themselves to be brave, self-assured, &stubborn, etc.

50K-$59,999:

Affectionate, Passionate, Loving, Romantic (119, 48.3%)

Amicable, Amiable, Affable, Benevolent (141, 28.3%)


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ANALYSIS: People in this bracket tend to have these characteristics as their self-concept more then

others. The best way to reach them would be by using these characteristics.

60K-$74, 999:

Awkward, Absent-minded, Forgetful, Careless (105, 6.08%)


Broadminded, Open-minded, Liberal, Tolerant (108, 29.8%)




ANALYSIS: People in this bracket listed their self-concepts as the characteristics above. Using thesecharacteristics to target them would be the best way to reach them using this method.

OVERVIEW: The two groups we found to be most similar are black & those making less than $25,000.The other groups did not have similar answers unlike these two. In other words, you could target thesemarkets together; for the other groups you would have to target them separately.

10. How different is JCPenneys target from Target, Wal-Mart, Kohls, and Macys target interms of age, race, income, and education?

Target

i. Age: 25-34 (index 122 vert 20.2%) 35-44 (index 115 vert 22.0%)

ii. Education: Graduated College (index 135 vert 18.8%), Attended college 1-3years (index 108 vert 24.2%)

iii. Race: Asian (index 111 vert 4.69%), White (index 104 vert 80.6%)

iv. Income: 50k-60k (133 5.97%) 60k-75k (133 4.95%) 75+ (127 5.67%) 25-50k (11723.7%)

v. Analysis: The types of people who shop at Target are generally between theages of 25 and 44. They have either attended college for some amount of time or

graduated. They are mostly Asian or White and have an income above $25k.

Walmart

i. Age: 55-64 (index 107 vert 16%) 25-54 are all similar, but 45-54 index is one 103vs. 102 and their vertical is 20.2% vs. 19.6 and 16.9

ii. Education: Graduated HS (index 108 vert 35.4%), Attended college


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iii. Race: White (index 102 vert 79.1%) Black (index 100 vert 11.7%)

iv. Income: less 25k (107 26%) 25-50k (103 20.8%)

v. Analysis: The types of people who shop at Walmart are basically all ages, with ahigh density of shoppers between 55 and 64. They are high school graduateswith the possibility of some college. Most shoppers are white or black (Asians are

very unlikely to shop there). The majority of people who shop there have anincome below $50k.

Kohls

i. Age: 35-44 (index 119 vert 22.8%) 45-54 (index 109 vert 21.2%)

ii. Education: Graduated college (127 17.8%) attended college 1-3 (119 26.6%)

iii. Race: White (112 87%)

iv. Income: 60-75k (144 5.36%) 75k+ (122 5.49%) 50-60k (120 5.38%)

v. Analysis: The shoppers of Kohls are typically between the ages of 35 and 54.

They have either attended some college or graduated college. They are primarilywhite and have an income upwards of $50k.

Macys

i. Age: 45-54 (113 22%) 35-44 (106 20.4%)

ii. Education: Graduated college (136 19%)

iii. Race: Asian (161 6.84%) Black (124 14.5%)

iv. Income: 75k+ (179 8.01%) 60-75k (153 5.68%)

v. Analysis: Shoppers of Macys are mainly Asians who have graduated college

between the ages of 35 and 54 with an income above $60k.

JCPenny

i. Age: 45-54 (112 21.9%) 55-64 (108 16.1%) 35-44 (107 20.6%)

ii. Education: Attended college


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Kohls. The least educated customers shop at Walmart, and JCPenny fallssomewhere in between with people who have graduated high school and mayhave went to college, but not completed it.

iii. Race: Kohls is highly composed of white customers. JCPenny has an averagecomposition of white customers, but Whites and blacks have an averagecomposition at Walmart but high coverage. Macys has a high composition ofAsian and black customers.

JCPenny Target Analysis

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