Potential Consumer Segments Paper

For the discussion, I would like you to come up with a hypothesis that reflects a comparison between two potential consumer segments a company could target (a hypothesis that would be tested with an independent sample t-test).

The hypothesis should cover one difference between consumers in the segments (e.g., differences in the likelihood of using specific media, the likelihood of reacting to different prices, shopping, or buying behavior). Keep in mind that the outcome variable needs to be something that can be measured using a continuous scale. Please explain your idea, write up your null and alternative hypotheses, and discuss what the practical implications would be if your analysis supports the alternative hypothesis.

You can follow the format below:

a) “I assume that company X could choose between segment A and segment B (briefly describe each segment, e.g., two different age groups).

b) I think these segments will differ in the following way…

c) My formal hypotheses are: …….

d) If the company finds support for the alternative hypothesis, one practical implication would be…..