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Market Research Example: Farm to Table Restaurant: Consumer Behavior

How to do it - Consumer Spending

Consumer Expenditure Survey

1. Go to website, hyperlink above.
2. Take time to explore, poke around, read, there may be more info than you realize. EXPLORE. Click on “reports”

3. Let’s start with “Annual Reports”, but you should go back in and check every CE Publication. 

Choose 2015 PDF. Read through it, tons of good info. 

Research Data - Consumer Behavior

Research Results

“Consumer spending increased 4.6 percent in 2015, according to annual data from the CE. This follows an increase of 4.7 percent in 2014, previously recorded by the CE…. On average, consumers are spending $3,008 on food away from home, this is up 7.9% / this equals about 5.4% of total annual expenditures. There was an increase in food expenditures in all but the 65–74 age group (which declined 1.4 percent) in 2015. The under-25 and 35–44 age groups had the highest percentage increase in overall food expenditures in 2015, up 10.6 and 9.7 percent, respectively, outpacing their overall expenditure increases of 1.9 and 4.5 percent. The 45–54 and over-75 age groups also increased overall food expenditures by considerable margins, up 4.6 percent and 4.9 percent, respectively. These increases were similar to their overall expenditure increases of 6.2 percent and 4.0 percent. Increases for the 25–34 and 55–64 age groups were more modest, up 0.1 and 2.8 percent, respectively, which was lower than the rate of increase in their overall expenditures, up 5.1 percent and 4.5 percent, respectively” (CE).

WHY IT’S IMPORTANT: This info supports our target market, saying that they are there.

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