Three hundred consumers between 21 and 49 years old were randomly selected. After sampling a new wine cooler, each was asked to rate the appeal of the phrase Not sweet like wine coolers, not filling like beer, and more refreshing than wine or mixed drinks as it relates to the new wine cooler. The rating was made on a scale from 1 to 5, with 5 representing extremely appealing and with 1 representing not at all appealing.
As a manager overseeing the development of the concept, you bottled the wine cooler and placed it into distribution in one test store. Your manager has asked you to assess the data and determine the most likely customer based on the ratings. Additionally, your manager would like you to review sales in the test store.
Using the Week 3 Data Set, create and calculate the following in Excel®:
Based on the following, estimate the probability that a randomly selected 21- to 49-year-old consumer:
Would give the phrase a rating of 5
Would give the phrase a rating of 3 or higher
Is in the 21 to 24 age group
Is a male who gives the phrase a rating of 4
Is a 35- to 49-year-old who gives the phrase a rating of 1
Based on the probabilities for the ratings of 4 and 5, which age/gender demographic would be the best target audience for the new concept?
Create a probability distribution using the data which shows how many cartons of the wine cooler were bought per customer in a month, and do the following:
Calculate the mean and the standard deviation of your probability distribution.
Calculate the probability that exactly 3 six packs will be bought in a month.
Calculate the probability that between 4 and 8 six packs will be bought in a month.
Calculate the probability that at least 5 six packs will be bought in a month.
Calculate the probability that no more than 5 six packs will be bought in a month.
Create a relative frequency distribution based on the wine cooler drinking temperatures, and do the following:
Create 6 bins with the same interval in each.
Create a histogram.
Considering the mean and standard deviation for the ideal drinking temperature, calculate the following:
The z values, then refer to Table 6.1 Cumulative Areas Under the Standard Normal Curve
The probability of the wine cooler being less than 45 degrees
The probability of the wine cooler being greater than 60 degrees
The percentage of wine coolers served at the ideal temperature, between 49 and 55 degrees
Data to use for Excel spreadsheet:
RESULTS OF CONCEPT RATING FOR NEW WINE COOLER
IDEAL TEMPERATURE
Rating of the appeal of the phrase as it relates to the new wine cooler
Total Sample
Gender
Age
42
Male
Female
21 24
25 -34
35-49
62
Extremely appealing (5)
151
68
83
48
63
40
49
Somewhat appealing (4)
91
51
40
36
32
23
51
Neither appealing nor not appealing (3)
36
21
15
9
16
11
56
Somewhat unappealing (2)
13
7
6
4
6
3
43
Not at all appealing (1)
9
3
6
4
3
2
41
40
48
55
QUANTITY PURCHASED PER PERSON IN ONE MONTH
54
# of six packs purchased
# people who purchased this amount
44
0
7
58
1
6
47
2
6
54
3
13
55
4
14
44
5
12
49
6
10
47
7
5
57
8
5
41
9
5
62
10
2
47
56
62
41
49
42
47
55
please also see attachment, use week 3 data to create spreadsheet
