Points Possible: 30
Case Study: What’s Cookin’?
Review the “What’s Cookin’” study on page 206. Describe the five population segments identified by the study. What type of cook are YOU? Explain your choice.
Lifestyle segmentation is about identifying different lifestyle characteristics of customers or prospective customers that allow target customers or prospective customers to be identified (O’Guinn, Allen, Semenik, 2008, pg 206). There are five population segments of the population, based on their shared eating styles; chase & grabbits, functional feeders, down-home stokers, careful cooks, and happy cookers. 26% of the populations of more then 3,000 were classified as chase & grabbits (O’Guinn et al., 2008, p. 206). They are more likely to get a quick meal then have to cook. Functional feeders are similar to chase & grabbits but also classified as groups who most likely have a family. They are more likely to convenient foods such as frozen products (O’Guinn et al., 2008, p. 206). 21% of the populations are considered down-home stokers (O’Guinn et al., 2008, p. 206). Down Home Stokers eat traditional, regional, and ethnic foods. Their incomes are lower, and when the wives work, it is from economic requirement. Careful Cooks are better educated, older, frequently retired, and have higher incomes. They try to eat a healthful, nutritious diet but still want to enjoy their food. Happy Cookers are households where one of the members enjoys cooking and baking. They buy basic ingredients and nutritious products such as fresh fruits and vegetables (O’Guinn et al., 2008, p. 207). The Chase and Grabbits and Careful Cooks are growing market segments, whereas the other three are declining. I would consider myself a happy cooker even though I am not the one doing the cooking. My sister is constantly making different casseroles and different dishes. She is the type of person who will end dinner with some type of...