James Murphy owns a small number of upscale candy and gift shops in a three-state area. The shops are unique in that they offer very unusual candies and gifts made from many different areas of the globe. The products are very expensive and appeal only to a particular type of consumer. James is interested in expanding to other areas of the country, but outside the three-state area he is not at all familiar with the demographics of the cities in the states in which he has an interest. He needs a firm that will allow him to combine geodemography allowing him to select arbitrary (two-mile circles around proposed site locations)and a standardized service that associates his customer profile with that of predetermined "types" of customer groups. Once this is done, the service should be able to tell him which proposed site locations have a large number of the desired customer "types" that will likely be good customers for his unique shops. Which service should James select?
A) Arbitron Candy/Gift Ratings Index
B) Claritas PRIZM
C) Duns Market Identifiers (DMI)
D) Starch Services, Inc.
E) NAICS Business Location Service

Question

Quizplus · Accepted Answer

Claritas PRIZM is a geodemographic tool that classifies households into 66 different types and 14 different groups based on a combination of demographic and behavior characteristics. This service should be able to help James Murphy select arbitrary two-mile circles around proposed site locations and associate his customer profile with predetermined "types" of customer groups. He can then identify which proposed site locations have a large number of the desired customer "types" likely to be good customers for his unique shops.

James Murphy Owns a Small Number of Upscale Candy and Gift