CONSUMER EXPENDITURE SPENDING POTENTIAL INDEX

Understanding the demographic characteristics of your target customer base and market, the lifestyle behaviors and purchase preferences that drive their short-term or long-term buying decisions is a proven strategy to promote highly effective target marketing. Being able to predict future consumer demand for or spending on a particular product or service in a given county, ZIP code, or neighborhood, down to the smallest geographic area - applying  very reliable statistical  Market Potential Data and Spending Potential data - will give you a definite edge over your competitors and significantly  increase your market share.

Market Potential Data and Reports

Market Potential data measure the likely demand for a product or service in a county, ZIP code, or other trade area.  The files include the expected number of consumers – adults or households – and a Market Potential Index.  The Market Potential Index compares the local demand for a specific product or service to the demand for that product or service nationally.  The database is organized in 77 files and a total of 2,647 items representing goods, services, attitudes and activities collected from Simmons survey. Each item refers  to consumer spending or behavior in a twelve-month period.

The Market Potential Index is tabulated to represent high value of 100 as the average demand. A value of more than 100 represents high demand, and a value of less than 100 represents low demand. An index of 120 implies that demand in the trade area is likely to be 20 percent higher than in the U.S.; an index of 85, 15 percent lower.  For example, a ZIP Code with an index of 120 for women’s apparel reveals that the purchase of women’s apparel is likely to be 20 percent higher in this ZIP Code than in the entire U.S.

Market Potential Index  Files include:

• Apparel – Clothing

• Apparel – Jewelry

• Appliances – Major Household

• Appliances – Small Kitchen

• Automobiles – Ownership

• Automobiles – Travel/Clubs

• Automotive Aftermarket

• Baby Products

• Beverage Consumption – Alcohol

• Beverage Consumption – Carbonated

• Beverage Consumption – Tea/Water/Other

• Beverage Consumption – Coffee

• Beverage Consumption – Fruit Juices

• Books

• Cameras and Film

• Civic Activities

• Convenience Stores

• Credit Cards

• Electronics – Stereos and Television

• Electronics – Video Equipment

• Electronics – PC Usage, Hardware and Software

• Furniture and Household Goods

• Garden and Lawn

• Grocery – Food Shopping

• Grocery –Cereal and Bread

• Grocery – Baked Goods

• Grocery – Pudding, Jello, and Whipped Cream

• Grocery – Dairy Products

• Grocery – Condiments

• Grocery – Mayonnaise, Salad Dressing

• Grocery –Prepared Meals

• Grocery – Canned Fruit

• Grocery – Fresh Fruit

• Grocery – Beef and Chicken

• Grocery – Pork

• Grocery – Hot Dogs, Fish and Mexican Food

• Grocery – Cooking and Salad Ingredients

• Grocery – Breakfast Foods (Non-cereal)

• Grocery – Pizza, Rice, Soups

• Grocery – Bread Spreads, Sugar, Syrup

• Grocery – Vegetables and Potatoes

• Grocery – Ice Cream and Yogurt

• Grocery – Candy, Nuts, Etc.

• Grocery – Snack Foods and Cookies

• Health – Ailment Categories

• Health – OTC Drugs for Cold, Headache, Indigestion

• Health – First Aid, Vitamins and Diet

• Home Improvement

• Insurance

• Investments, Savings, and Loans

• Leisure Activities

• Mail and Phone Order/Yellow Pages

• Media – Cable TV

• Media – Magazine Titles

• Media – Magazine Types and Newspapers

• Media – Radio

• Media – Television Programs

• Media – Television Day-parts

• Media – Program Types by Time

• Media – Televised Sports Programs

• Personal Care – Hygiene Products

• Personal Care – Skin Products

• Personal Care – Hair Products

• Personal Care – Eye Products

• Pets and Products

• Psychographics – Self Perception and Political Views

• Psychographics – Purchasing Behavior

• Psychographics – Attitudes and Lifestyles

• Restaurants

• Shoes and Footwear

• Smoking

• Sports

• Telephones and Services

• Tools

• Toys and Games

• Travel

• Miscellaneous

For example, under the file Restaurants you can obtain information about these items:

• Dined Out Last 12 Months

• Take Out/Take Home Last 4 Weeks

• Take Out: Fast Food Restaurant

• Take Out: Chicken Restaurant

• Take Out: Chinese Restaurant

• Take Out: Mexican Restaurant

• Take Out: Pizza Restaurant

• Take Out: Deli

• Take Out: Supermarket

• Take Out: Other

• Fast Food: Counter/Eat-In

• Fast Food: Counter/Take-Out

• Fast Food: Drive Through Window

• Fast Food: Food Delivered

• Fast Food: 14+ Times/30 Days

• Fast Food: 6-13 Times/30 Days

• Fast Food: Less than 6 Times/30 Days

• Family Restaurant: Breakfast

• Family Restaurant: Lunch

• Family Restaurant:  Dinner

• Family Rest: 6+ Times/30 Days

• Family Rest: 2-5 Times/30 Days

• Family Rest: Less than 2 Times/30 Days

Spending Potential Data and Reports

Similar in concept to the Market Potential data, Spending Potential data measure the likely expenditure for a product or service in a county, ZIP Code, or other trade area.  The files include the average expenditure per consumer household, total expenditures and a Spending Potential Index.  The  Spending Potential Index compares the average local expenditure for a product or service to the average amount spent nationally.  The Database is organized into 20 files with about 200 items representing a variety of goods and services collected from the Bureau of Labor Statistics’ Consumer Expenditure Interview Survey (CEX).

• Appeared - Adults

• Apparel - Children

• Apparel - Other

• Automotive Aftermarket

• Budget

• Entertainment

• Financial - Cash Contributions

• Financial - Investments, Savings & Banks

• Financial - Vehicle Loans

• Home Improvement

• Household Expenses

• Household Items - Appliances and Furniture

• Household Items - Electronics

• Household Items - Furnishings

• Medical

• School Expenses

• Service and Personal Expenses

• Transportation (Local)

• Travel

For example, under the file Household Expenses you can obtain information about these items:

• Fuel oil

• Gas, bottled or tank

• Wood, coal and other fuels

• Electricity

• Utility-natural gas

• Telephone service

• Telephone service (except mobile/car)

• Telephone service mobile/car phone

• Water and sewerage maintenance

• Community antenna or cable TV

• Trash and garbage collection

• Total groceries

• Food and nonalcoholic beverages at grocery store

• Food and nonalcoholic beverages at convenience or specialty stores

• Total alcohol

• Beer and wine for home use

• Other alcohol for home use

• Homeowners' and renters' insurance

• Homeowners' insurance

• Tenants' insurance

 

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