From the course: Excel: Market Research Strategies

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Hedonic shoppers and price

Hedonic shoppers and price - Microsoft Excel Tutorial

From the course: Excel: Market Research Strategies

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Hedonic shoppers and price

- Not all shoppers are created equal for a firm. Hedonic shoppers are driven more by entertainment and emotion related to the shopping experience. Utilitarian shopping is more goal oriented and rational. The shopper mix for your firm has major implications on what your sales expectations and your marketing strategy should be. Let's take a look at how we would evaluate this in Excel. I'm in the 0207 Begin Excel file. Now, what we see here in this particular case is I've taken our full year spending broken out by month across six different online platforms. Facebook, Instagram, Twitter, LinkedIn, Pinterest, and others. And then we're going to match that up against the clicks that we get in each month. Now, if we just look at the total number of clicks, what we'll see is that something like Instagram as an example, has, relatively speaking, the largest number of clicks. Instagram's very very successful for…

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