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Consumer Propensity Reports
About Consumer Propensity Reports
The Consumer Propensity Report (CPR) is a report that shows a consumer’s likelihood to purchase certain products or services. The CPR shows details on products in 32 categories, with more than 4,800 total line items. National and regional retailers, restaurants, grocery stores and consumer packaged goods companies use this exact information when making merchandising and marketing decisions.
To interpret this report, understand that 100 is the base average number. Any number above 100 designates a higher likelihood or propensity to purchase that particular item or use a service.
For example, a product that scores 133 means the customers in the studied trade area are 33% more likely to purchase that item. Conversely, an item with the score of 90, means the consumers in the trade area are 10% less likely than the average U.S. household to purchase the product.
The report was designed to:
- Help cities focus on business retention efforts by sharing information with members of the business community
- Provide independent retailers with data to make brand-specific merchandising decisions
- Allows restaurants to align their operations and menu offerings with consumer base
- Assist city leaders in capitalizing on the right entertainment opportunities
Below is an excerpt from a Consumer Propensity Report showing the likelihood of a consumer to purchase certain products.
Variable |
Index |
---|---|
DRINK DIET OR SUGAR-FREE COLAS |
183 |
USE BLACKBERRY PDA (PERSONAL DIGITAL ASSISTANT) |
143 |
CURRENTLY ENROLLED IN A FREQUENT FLIER PROGRAM |
128 |
BOUGHT EXERCISE WALKING SNEAKERS/ATHLETIC SHOES WITHIN LAST 12 MONTHS |
92 |
1 OTHER PET IN HOUSEHOLD |
77 |
VERY INTERESTED IN NASCAR BUSH SERIES DURING LAST 12 MONTHS |
61 |
|
CPR Categories |
|
Apparel | Food: Baking | Home Improvement |
Automotive | Food: Condiments | Household Products |
Beverages: Alcoholic | Food: Dairy | Lawn and Garden |
Beverages: Non-Alcoholic | Food: Frozen | Lifestyle Statements |
Cable/TV/Radio | Food: General | Medicines/Drugs/Ailments |
Cleaning Products | Food: Meat | Pets and Pet Food |
Computer/Internet | Food: Snack/Dessert | Print Media |
Dining | Health and Beauty | Shopping |
Electronics | Hispanic: Spanish Media | Telecom |
Entertainment/Leisure | Hispanic: Demographics | Tobacco |
Financial Services | Home Furnishing/Appliances | |