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