Figure 8-6B
-Consider Figure 8-6B above.Suppose you are an owner of a local Wendy's restaurant near a large urban college or university.You hired a marketing research firm to conduct a survey among a sample of respondents in your area to find out their patronage of fast-food restaurants.Four weeks after the firm conducted the survey,it presented the following results to you.Based on the results presented,which market segment is least attractive to pursue because they are light users?
A)45 and older
B)once a week or more
C)25 to 44
D)once a month or less
E)under 25

Question

Figure 8-6B 
-Consider Figure 8-6B above.Suppose you are an owner of a local Wendy's restaurant near a large urban college or university.You hired a marketing research firm to conduct a survey among a sample of respondents in your area to find out their patronage of fast-food restaurants.Four weeks after the firm conducted the survey,it presented the following results to you.Based on the results presented,which market segment is least attractive to pursue because they are light users?
A)45 and older 
B)once a week or more 
C)25 to 44 
D)once a month or less 
E)under 25

Quizplus · Accepted Answer

Figure 8-6B shows that there are three response options for "age of head of household (years)," which are depicted horizontally in the rows of the cross tabulation.The largest percentage frequency for those the "45 and older" head of householder are those who patronize a fast-food restaurant "once a month or less" (36.5%)so this group is less attractive.This segment seems to be the "light use" segment of fast-food relative to the other two segments.

Figure 8-6B -Consider Figure 8-6B Above.Suppose You Are an Owner of a Owner