Blala Essay

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Consumer Behavior & Research Project Stay-At-Home Dads Niche Market Celine Cabos Amber Caplan Emelie Sandberg Christina Silva Professor Williams Consumer Behavior & Research Tuesday 3PM 13 September 2011 Table of Contents Part 1: Internet Research--------------------------------------------------------------4 Mental Map-----------------------------------------------------------------------------10 Part 2: Ethnographic Research------------------------------------------------------13 Inner Values Collage------------------------------------------------------------------15 Outward Expressions Collage--------------------------------------------------------17 Part 3: Quantitative Research-------------------------------------------------------20 Part 4: Retail Analysis---------------------------------------------------------------26 Part 5: Media Consumption and Product Placement----------------------------34 Part 6: Behavior Psychographics Models-----------------------------------------43 Part 7: Key Insights and Recommendations--------------------------------------47 Works Cited--------------------------------------------------------------------------52 Appendix A: Internet Research Articles------------------------------------------54 Appendix B: Research Surveys----------------------------------------------------55 Ethnographic Research Surveys (Qualitative) -----------------------------------56 Quantitative Research Surveys-----------------------------------------------------72 Retail Analysis Surveys (Qualitative) --------------------------------------------89 Part 1 ------------------------------------------------- Internet Research To conduct initial research on our niche market, our group visited five database/websites: EBSCO Host, Lexis Nexis, TIME Healthland, news.com.au, and World Future Society. We conducted our

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