The survey was conducted by a market research firm to develop an economic profile of customers for MediaLoft's book department. Over 20,000 people completed the survey distributed at MediaLoft stores and various book-related events. The typical MediaLoft book buyer is a 42-year-old college-educated professional earning $40,000-$60,000 annually who purchases 1-2 books per month, mostly online but also in stores. Customers gave favorable reviews of MediaLoft's book selection, staff, and stores but wanted a wider selection of non-fiction titles and deeper discounts on some categories.

1. Media Loft Book Buyer Survey
In an effort to develop an economic profile of the MediaLoft book buyers, the Marketing
Depar tment hired the market research firm Takeshita Consultants, Inc. to create and
administer a survey of the MediaLoft customer base. A secondary goal of the survey was to
identify the areas in which MediaLoft can improve its service and products in the
department. Over 20,000 people completed the survey, which was distributed at Medialoft stores, the
Chicago Book Fair, the Modern Language Association annual meeting, the San Diego Literary Festival,
and other events.
Book-Buyer profile Purchasing Habits
A typical MediaLoft book-buyer is a 42-year-old Respondents report they purchase one or to
professional with an annual household income books a month 80% purchase one or to books a
between $40,000 and $60,000. He or she has month. 80% purchase books online, but 68%
graduated from college and has one child. The prefer to shop for reading material in bookstores.
typical book-buyer works in the city and owns a
home in an urban or suburban area. Preferred Genres
42% graduated from college.
32% have a graduate level degree.
26% have completed high school. Customer Satisfaction
60% earn more than $40,000 per year.
On the whole, MediaLoft book customers gave
8% earn more than $70,000 per year.
the book department a favorable review.
60% are employed as professionals. Customers rated the quality of book offerings as
20% work in clerical/service industries. excellent, the quantity of titles as very good, and
20% work in trades. the subject coverage as excellent. Equally
favorable ratings were given to the sales staff
Survey Methods and the physical appearance of MediaLoft
stores. Book-buyers did express interest in
The survey was distributed to purchasing and
seeing a wider selection of non-friction titles and
non-purchasing customers at MediaLoft stores
deeper discounts for computer and professional
during January and February 2006. Surveys
titles. The organization and vairty of titles in the
were distributed at other events as they ere held.
children’s and juvenile departments could also
The table below shows the distribution of
be improved
surveys by location and by sex. Roughly equal
numbers of surveys were completed at the eight
MediaLoft stores.