I. Consumer Behavior & Target MarketsII. Graph #1III. Graph #2IV. Graph #3Current LectureConsumer Behavior & Target MarketsMRI—Mediamark Research, IncExample20,000 adult surveyscomprehensive examination of social, economic, product use, service use, etc.studies both category and specific brand useHow to read MRI data?Mriplus.comMRI ReporterGraph: purchased lottery tickets in the past 30 days: Heavy > than 5Total columnAll for specific marketProjected numberGraph #1: Purchased Lottery TicketsBased on total market, projected number heavy markets bought more than 5 times in past 30 daysOf all 30971 past 30 days, about 5163 graduated from collegeAbout 12452 graduated from high schoolGraph #2: regular cola drinkers: not diet% across difference between total and projectedindex likely or more likely to drink regular colafor those who did not graduate high school were 122% more likelyGraph #3: MRI data- apple computer: brands use at home843 use apple and read cosmo- or 10.5%of all people that’s use apple about 6% read business weekADV 483 1nd Edition Lecture 8Outline of Last Lecture I. ReviewII. Starbucks ExampleIII. Index OverviewIV. Summary/StrategyOutline of Current Lecture I. Consumer Behavior & Target MarketsII. Graph #1III. Graph #2IV. Graph #3Current Lecture Consumer Behavior & Target Markets- MRI—Mediamark Research, Inc- Exampleo 20,000 adult surveyso comprehensive examination of social, economic, product use, service use, etc.o studies both category and specific brand use- How to read MRI data?- Mriplus.com o MRI Reporter - Graph: purchased lottery tickets in the past 30 days: Heavy > than 5 - Total columno All for specific market - Projected numberThese notes represent a detailed interpretation of the professor’s lecture. GradeBuddy is best used as a supplement to your own notes, not as a substitute.Graph #1: Purchased Lottery Ticketso Based on total market, projected number heavy markets bought more than 5 times in past 30 dayso Of all 30971 past 30 days, about 5163 graduated from collegeo About 12452 graduated from high school  Graph #2: regular cola drinkers: not dieto % across difference between total and projected o index likely or more likely to drink regular colao for those who did not graduate high school were 122% more likelyGraph #3: MRI data- apple computer: brands use at homeo 843 use apple and read cosmo- or 10.5% o of all people that’s use apple about 6% read business