Alcoholics Anonymous By: Lisa Kim, Chris O’Brien & Cecelia Mayora

The Experiment Stalk 50 customers shopping for alcohol in 3 Chicagoland Dominick Stores Why? To uncover differences in behavior among consumers!

GENDER Males VS Females - Beer (59%)- Beer (10%) - Wine (8%)- Wine (50%)

Gender vs Product Males and Beer Brown:informal, relaxing, masculine Text: Bold, simple, eye catching Heavily linked to sports (Maslows Social Need) Females and Wine Colors blue, red, white appeal to women Text: cursive, feminine Used for cooking (Physiological need)

Gender Vs Price Males Vs Females - $10.01-$20 (52%)- $0-$20 (64%)

Gender Vs Price Males Package size: 6-24 bottles Occasion: social or relaxation Females Package size: 1 bottle Occasion: Romantic or cooking Spend money on other groceries

Gender vs Time Males Vs Females mins (60%)- 6+ mins (36%)

Gender vs Time Males Learning: Repitition Forming Attitudes: Brand Loyalty Females High involvement: expensive, special occasion Many brands of wine

Age Differences Broken up into four groups 21-23, Students 24-30, Bachelors 31-45, Families 46+, Empty Nesters and Retirees

Age

21-23 year olds Prefer liqour, spend $10.01-$20, take 1- 2 minutes Why? Motivated to fulfill social and ego needs Improve virtual self Id

24-30 year olds Prefer beer, spend $10.01-$20, take 1-5 minutes Why? Want to relax after work Motivated by social needs Learn new responsibilities from parents

31-45 year olds Prefer wine, spend $0-$20, take 1-2 min. Why? Motivated by socials needs and physiologial needs Want to be seen as sophisticated Brand loyal

46+ Prefer wine, spend $10.01-$20, $30.01+, 3+ min. Why? Motivated by safety needs Consumer innovativeness They move slow

Social Class Blue Collar White Collar Students 50% Beer 53% Wine 45% Liqour 50% Liqour

Social Class vs Product Blue Relieve Stress after a long day, fulfills physiological and safety needs- routine behavior White Relieve stress and socialize with colleagues. Wine position-luxury. Social appeal of power and affliation. Students Relieves stress after a long school week and to HAVE FUN! Liqour=Get drunk FAST!

Social Class vs Price Blue White Students -$0-$10 (38%) - $10.01-$20 (53%) - $0-$10 (27%) -$20.01-$30 (38%) - $20.01-$30 (27%)

Social Class vs Price Blue Collar Spend less if cigarrette smokers Spend more if they have no other needs White Collar Spent the most money on alcohol to fulfill social needs Price/quality relationship Impress friends-ego needs Students Tend to have little money-money conscious consumers

Social Class vs Time Blue Collar White Collar Students mins (75) mins (42%) mins (50%)

Social Class vs Time Blue Collar Brand Loyal-know what they want. White collar Older-want the best product available Rational Motives Students Know what they want

Recommendations for Blue Moon Brewing Co. Slightly lower price Product placement Mature commercial Vacation giveaway Keep consumers from making the jump to wine in an old age?

The End