SCENARIO 4-12 A Consulting Firm That Surveyed Consumers' Holiday Shopping Behavior Found

question 35

Short Answer

SCENARIO 4-12
A consulting firm that surveyed consumers' holiday shopping behavior found that the percentage of
consumers from the U.S., Canada, and China who said that they planned to spend more on holiday
shopping were 40%, 34% and 73%, respectively. The survey also found that the percentage of
consumers from the U.S., Canada, and China who said that they were willing to share personal
information with retailers in order to receive personalized offers from retailers were 55%, 46% and
72%, respectively. Assume that there are equal portions of consumers being surveyed from each of
the three countries, the survey results are good representations of the three populations of consumers,
and whether a consumer plans to spend more on holiday shopping is statistically independent of
whether he/she is willing to share personal information with retailers in order to receive personalized
offers from retailers.
-Referring to Scenario 4-12, if you randomly select a consumer from the U.S., what is the
probability that the consumer does not plan to spend more on holiday shopping and is willing to
share personal information with retailers in order to receive personalized offers from retailers?

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Definitions:

Contribution Margin

The amount by which sales revenue exceeds variable costs, helpful in determining the profitability of individual products or services.

Fixed Costs

Expenses that do not change in total despite fluctuations in production or sales levels, such as rent, salaries, and insurance premiums.

Break-Even Point

The point at which total costs and total revenue are equal, resulting in no net loss or gain, and where the business is essentially covering all its costs.

Contribution Margin Ratio

A measure of a company's ability to cover variable costs with sales, calculated as (Sales - Variable Costs)/Sales.