RSN

1
RSN
Marketing Research Spring 2007

• Mark Carragher
• Justin Dennett
• Tyler McGregor
• Natalie Moston

• Luke Payeur
• Kristin Pappolla
• Marc Santuccio
• Carrie Smith

• Christopher Sparkes

2
Research Objectives

• To determine RSN consumer travel habits.
• To determine what factors might lead a RSN
  consumer to try something new whether it is on
  vacation or at home.
• To determine if income has an effect on the
  number of resorts consumers go to and if they own
  vacation homes.

3
Secondary Data

• Upscale audience, earning at least 87,000/yr
• Educated- 74 have a college degree.
• RSN ads increase product purchases both ON
  vacation and AFTER vacation.
• RSN advertising increases future purchase
  intention by 24

• Top Reasons Viewers watch RSN
• Weather
• Local Info
• Dining
• Entertainment
• Nightlife
• Kids Activities
• Real Estate
• Shopping

4
Qualitative Research Findings

• 50 males and 40 females ranging in age from 20-60
  were surveyed.
• Findings
• -RSN has a low level of brand awareness.
• -RSN has a high level of satisfaction from those
  who have experienced its services.

5
Sample

• 100 people were sampled at Sugarloaf and North
  Conway ski areas.
• 50 male and 50 female were chosen from each
  location
• Age characteristics for respondents were
• 23 30-35 24 36-41
• 16 42-47 17 47-52
• 20 50 and up

6
Key Relationships

• Income
• Higher income was correlated with
• Home ownership
• Higher value of assets
• Luxury car ownership

• Age
• There was a positive relationship between age and
  income.
• The older respondents owned vacation homes and
  did not stay overnight at the ski area hotels.

7
Overall Findings

• Respondents were likely to partake in
  recreational activities on vacation
• Vodka sampling
• 62 would on vacation / 60 at home
• Water sampling
• 39 would on vacation / 45 at home
• SUV test driving
• 34 would on vacation / 45 at home
• Mutual Fund purchase
• 3 would on vacation / 15 at home

8
Conclusion

• Suggestions
• Expand types of products and services advertised
  on RSN.
• Target younger people to build brand awareness
  with products and services RSN promotes.