The Glassware Consumer
Whether it’s an afternoon barbecue with punch bowls and lemonade pitchers or a candlelight dinner with spotless wine glasses, summer entertaining brings out the best in glassware.
The big buyers of things glass live where there’s space (both indoors and outdoors) to entertain: working class, rural, and suburban neighborhoods. This is a predominantly white, college-educated group, with jobs ranging from chief executive to carpenter and incomes considerably above national norms.
They’re dedicated fans who attend live dance and theater performances and go to baseball games when they’re not at high school soccer tournaments or watching automotive races on TV. From running and downhill skiing to golf and softball, these consumers also are substantially more active than the average citizen.
That’s the glassware consumer profile synthesized by Spectra, Chicago, using ACNielsen, MRI, and Simmons data. Think upbeat, outdoors, and active, and you’ll reach this crowd.
AGE AND DEMO
18-34 and 35-54 with kids in working class and rural areas; 35-54 in mid-to-upscale suburban neighborhoods
| Housing: | Own home |
| Occupation: | Executive, professional, precision crafts repair |
| Car rental: | National, Hertz |
| Potato chips: | Cape Cod, store brand |
| Credit card: | American Express Corporate, MasterCard Debit |
| Catalogs: | J. Crew, BMG Music |
| Hotel/Motel: | Sheraton, Residence Inn, Holiday Inn |
| Leisure activities: | Billiards, board games, Internet |
| Sports participation: | Golf, basketball, downhill skiing |
| Sports event attendance: | Soccer, hockey, baseball, motorcycle racing |
| Radio formats: | Classic rock, adult contemporary |
| Cable networks: | ESPN2, MTV, Learning Channel, VH1 |
| Athletic shoes: | Saucony, Asics |
| TV programs: | King of the Hill, Friends, auto racing, Just Shoot Me |
| Internet: | CompuServe, MSN, America Online |
| Newspapers: | Science & Tech, classified, movie reviews |
| Gum: | Cinn-a-Burst, Mint-a-Burst |
| Family restaurants: | El Chico, Ground Round, Hooters |
| Fast Food: | Papa John’s, Blimpie |
| Popcorn: | Pop Secret Light microwave, store brand |
| Public conscience: | Union, business club |
| Source: Spectra using ACNielsen, MRI, Simmons | |
