The Ranking - Consumption - Trade Area report is a way to rank consumption variables outside of a Ranking Variables report.
There are two ways this report can be run, which changes the interpretation slightly:
- Using a consumption variable that is a dollar value
- Using a consumption variable that is not a dollar value (e.g., hours, cups of coffee, number of magazines, etc.)
If you use a dollar value, then this report provides a column for total dollar values for the area. It also provides a dollars per household measure.
If you use a non dollar value variable, then this report still provides a column for total consumption for the area. It also provides a consumption unit per household measure.