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Customer demographics & lifestyle._FRANCIS
- 3. Demographics (overview) • Population size • Age structure • Population distribution • Income • Occupation • Education
- 4. Projected Australian age structure for 2051 Source: ABS file 3222.0
- 5. Demographics (cont.) • Income / actual incomes • Disposable incomes / buying power • Occupations • Education – Increase during the 90s: about 30% more now with university degrees
- 6. Changing levels of education
- 7. The nature of lifestyle • Lifestyle is the expression of the individual’s situation, life experiences, values, attitudes and expectations • It is defined simply as how the individual lives • ‘Lifestyle’ has been used interchangeably with the term ‘psychographics’
- 9. Lifestyle and the consumption process
- 10. Attitudes Towards Shopping Level of shopping enjoyment Shopping time Shifting feelings about retailing Why people buy or not on a shopping trip Attitudes by market segment Attitudes toward private brands
- 11. Top Reasons for Leaving an Apparel Store Without Buying Cannot find an appealing style Cannot find the right size Nothing fits No sales help is available Cannot get in and out of the store easily Prices are too high In-store experience is stressful Cannot find a good value
- 12. Implications of consumer demographics & life-style. Gender Roles Consumer Sophistication and Confidence Poverty of Time Component Lifestyles
- 13. Figure 7-3: Blurring Gender Roles
Editor's Notes
- This chapter starts the third section of the text - this discusses the external influences on an individual’s consumer behaviour. Demographics and population segments influence lifestyle, as does group influences, household and family, social stratification and cultural influences.
- Australasian society is described in part by its demographic make-up, which includes a population’s size, distribution and structure. The structure of a population refers to the population’s demographics—gender, age, income, education and occupation. Because individuals differ in their needs and in their preferences for products that fulfil their needs, population demographics have been, and continue to be, important variables for market segmentation and the management of marketing programs. See page 383
- This graph shows how the population is changing in structure. An increasing number of older people and a relatively slight decrease in younger people See page 384
- As incomes increase it may be assumed that spending will also increase, however, spending is dependent on disposable rather than actual income. Inflation may lessen the buying power of individuals and is the most important consideration when examining the possible consumer reactions to establishing new products in new international markets. Sometimes, regional influences can have an impact on spending. See page 384
- Lifestyle, a major factor influencing the consumer decision-making process, can be defined simply as how the individual lives. Lifestyle is a function of inherent individual characteristics that have been shaped through social interaction as the individual moves through his or her life cycle. Psychographics is the primary tool by means of which lifestyle can be operationalised by marketing managers. This involves describing the psychological make-up or lifestyle of consumers by assessing such lifestyle dimensions as activities, interests, opinions, values and demographics.
- As noted in the earlier lectures, lifestyle is determined by a number of factors. Many of these are interrelated. To reiterate, lifestyle is a major factor influencing the consumer decision-making process, and can be defined simply as how the individual lives. How we live—our activities, interests and opinions—has an impact on our behaviour. These factors directly affect our purchases and consumption patterns. See page 398
- This is basically recapping previous discussion from Chapter 1. See pages 398–399 for details