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City of <br />RAMSEY <br />Psychographic Analysis <br />Indexed Variables Within the Segmentation System <br />One of the major advantages of the segmentation system is the embedded index values for <br />certain behaviors and lifestyles. Thousands of lifestyle categories are indexed within the <br />segmentation system allowing for a ranking on those lifestyle characteristics by segment. <br />Categories include everything from vehicle purchasing habits, media usage such as television <br />shows and magazine subscriptions, healthcare behaviors including doctor visits and <br />prescription medication purchases, to show how each segment is most likely to spend their <br />free time and disposable income. These indexes are given to each segment within a <br />category, and an index above 100 is more likely than average to have that particular trait. <br />For Example, under a category of "Eat at Applebee's Once a Month" Segment 20 has an <br />index of 177 and Segment 59 has an index of 37. With the average index set at 100, we can <br />determine that Segment 20 is 77% more likely than the average household to eat at <br />Applebee's once a month, and Segment 59 is 63% less likely than the average household to <br />eat at Applebee's once a month. <br />Outdoor Recreation Variables <br />The seven variables used in this study included the likelihood of a household segment to: <br />Go Hunting With a Gun Once in the Past Year <br />Go Freshwater Fishing Once in the Past Year <br />Go Canoeing/Kayaking Once in the Past Year <br />Go Camping 4+ Times Per Year <br />Go Backpacking/Hiking Once in the Past Year <br />Buy a Tent in the Past Year <br />Buy Fishing Equipment in the Past Year <br />Only the household segments that were the most likely to exhibit the behaviors of at least <br />four of the seven variables were included in the Outdoor Recreation Profile. A count of <br />these outdoor -oriented household segments within 60 minutes of the Ramsey Site was <br />compared to the counts of the households within 60 minutes of the comparable Bass Pro <br />locations. The Ramsey trade area has a much higher density of these specific households <br />than any of the comparable locations. <br />Buxton <br />CommunitylD <br />!Denary! ng Customers <br />