Quantitative Analysis of Drink Safe's Target Market
The idea behind the creation of “Drink Safe” is based upon the concerns of young women about the increasing incidents of drink spiking. There are several factors that have identified who the target market for our product Drink Safe would be.
Drink spiking has been identified as an emerging issue and is defined as when drugs and/ or alcohol are added to a drink without the consent of the person who is consuming it. (Taylor, Prichard, & Charlton, (2004.).
Table 1. Drink Spiking incidents reported to police 2002/2003 (Taylor, Prichard, & Charlton,(2004.).
There is limited data available and therefore it is unknown exactly the amount of drink spiking incidents current occurring within Western Australia. This is primarily due to incidents going unreported, fluctuations due to awareness campaigns and difficulty in recording if the event actually occurred. Data obtained from police, sexual assault centers and AIC hotline (Taylor, Prichard, & Charlton, 2004.) indicates that in 2002/2003 Western Australia showed the highest number of reported drink spiking incident of all states.
- Age & Gender of people most effected by drink spiking
- Occupational status of target group
- Average weekly earnings determining price point
- Other factors
Drink spiking has been identified as an emerging issue and is defined as when drugs and/ or alcohol are added to a drink without the consent of the person who is consuming it. (Taylor, Prichard, & Charlton, (2004.).
Table 1. Drink Spiking incidents reported to police 2002/2003 (Taylor, Prichard, & Charlton,(2004.).
There is limited data available and therefore it is unknown exactly the amount of drink spiking incidents current occurring within Western Australia. This is primarily due to incidents going unreported, fluctuations due to awareness campaigns and difficulty in recording if the event actually occurred. Data obtained from police, sexual assault centers and AIC hotline (Taylor, Prichard, & Charlton, 2004.) indicates that in 2002/2003 Western Australia showed the highest number of reported drink spiking incident of all states.
Age and Gender
Information gathered from police data, sexual assault data and AIC hotline, found that 4 out of 5 victims were female and about half of drinks spiking victims are aged under 24, while about one third are aged between 25 and 34 (Taylor, Prichard, & Charlton, (2004). We would like to note that our product would also be suitable for anyone who is concerned about having their drink spiked in any given situation or environment.
Table 2. Age of victims who reported assaults (Taylor, Prichard, & Charlton, (2004).
Table 2. Age of victims who reported assaults (Taylor, Prichard, & Charlton, (2004).
Comparison
This Table shows the age ranges of the people who reported having their drink spiked in 2002/2003 (Taylor, Prichard, & Charlton, (2004). In the Quantitative Analysis below we have compared the ages of the people who reported having their drink spike to the ages of the people who reported assault. our analysis supports a strong linear relationship between the data.
Table 3. Age of victims who reported Drink Spiking (Taylor, Prichard, & Carlton. (2004).
Locatation of incidents
21% reported the drink spiking incident occurred at a licensed venue and is therefore why we are targeting pubs and clubs in our promotional campaign.
Table 3. (Taylor, Prichard, & Charlton, (2004).
Table 3. (Taylor, Prichard, & Charlton, (2004).
Occupational status and salaries
Keeping start-up costs to a minimum, will allow us to produce a product that will be affordable to all incomes. We have especially geared the pricing so that it will be inexpensive to minimum wage earners.
In August 2010, average weekly earnings of full-time workers were more than double that of part-time workers across all age groups. Full-time workers earned, on average, $1,267 per week in all jobs, compared with $468 for part-time workers. Workers with the lowest average weekly earnings were those aged 15–19 years ($559 for full-time workers and $172 for part-time workers) while those with the highest average weekly earnings were aged 35–44 years ($1,440 for full-time workers and $594 for part-time workers) (graph 8.46) .
Table 4. (Australian Bureau of statistics (earnings), (2012)
In August 2010, average weekly earnings of full-time workers were more than double that of part-time workers across all age groups. Full-time workers earned, on average, $1,267 per week in all jobs, compared with $468 for part-time workers. Workers with the lowest average weekly earnings were those aged 15–19 years ($559 for full-time workers and $172 for part-time workers) while those with the highest average weekly earnings were aged 35–44 years ($1,440 for full-time workers and $594 for part-time workers) (graph 8.46) .
Table 4. (Australian Bureau of statistics (earnings), (2012)
Quantitative Analysis
By looking at Covariance we can see the strength and direction of the linear relationship between the age of people who reported drink spiking and people who reported assaults. We can see if there is a positive or negative link between these two figures (Berenson, (2011).
People who reported drink spiking: 1, 41, 28, 17, 13
people who reported assaults: 12, 59, 19 ,6, 4
x= 100/5 = 20
y= 100/5 = 20
(1x12)+ (41x59)+ (28x19)+ (17x6)+ (13x4)= 1,439,140
1,439,140 - (5x20x20)= 2000
2000/9= 222.22
From this you can see there is a positive linear relationship.
We could also use Correlation to look at the relative strength of a linear relationship between these two numerical variables (Berenson, 2011).
People who reported drink spiking: x= 1+ 41+ 28+ 17+ 13 (all numbers squared) = 20.42
people who reported assaults: y= 12+ 59+ 19+ 6+ 4 (all numbers squared) = 19.95 or 20 (we rounded up to 20)
ssx= 20.42-5x20 = -1.94
ssy= 20-5x20= -2.36
r= 2000/ 1.94 2.36 (squared) = - 934.7
Summary
Drink spiking has been identified as an emerging issue. Western Australia showed the highest number of reported drink spiking incident of all states. 4 out of 5 victims are female and about half of drink spiking victims are aged under 24. Workers with the lowest average weekly earnings were those aged 15–19 years. Targeting our marketing campaign to Western Australia and New South Wales will provide the largest volume of customers affected by drink spiking. Based on our research our target market will be Females 18-26, living in WA and NSW, educated about personal safety risks and working as this is the age group that utilise Pub and Clubs and are at greatest risk of drink spiking.
By looking at Covariance we can see the strength and direction of the linear relationship between the age of people who reported drink spiking and people who reported assaults. We can see if there is a positive or negative link between these two figures (Berenson, (2011).
People who reported drink spiking: 1, 41, 28, 17, 13
people who reported assaults: 12, 59, 19 ,6, 4
x= 100/5 = 20
y= 100/5 = 20
(1x12)+ (41x59)+ (28x19)+ (17x6)+ (13x4)= 1,439,140
1,439,140 - (5x20x20)= 2000
2000/9= 222.22
From this you can see there is a positive linear relationship.
We could also use Correlation to look at the relative strength of a linear relationship between these two numerical variables (Berenson, 2011).
People who reported drink spiking: x= 1+ 41+ 28+ 17+ 13 (all numbers squared) = 20.42
people who reported assaults: y= 12+ 59+ 19+ 6+ 4 (all numbers squared) = 19.95 or 20 (we rounded up to 20)
ssx= 20.42-5x20 = -1.94
ssy= 20-5x20= -2.36
r= 2000/ 1.94 2.36 (squared) = - 934.7
Summary
Drink spiking has been identified as an emerging issue. Western Australia showed the highest number of reported drink spiking incident of all states. 4 out of 5 victims are female and about half of drink spiking victims are aged under 24. Workers with the lowest average weekly earnings were those aged 15–19 years. Targeting our marketing campaign to Western Australia and New South Wales will provide the largest volume of customers affected by drink spiking. Based on our research our target market will be Females 18-26, living in WA and NSW, educated about personal safety risks and working as this is the age group that utilise Pub and Clubs and are at greatest risk of drink spiking.