1. Demographics, Psychographics, and Personality
CHAPTER 7
Demographics, Psychographics, and Personality

2. Analyzing and Predicting Consumer Behavior
Demographics is the size, structure, and distribution of a population

3. Analyzing and Predicting Consumer Behavior
Marketers use demographic to analysis as market segment descriptors and trends

4. Demographic Analysis and Social Policy
Demographic are used in analyzing policy questions related to the aggregate performance of marketing in society (macromarketing)

5. Changing Structure of Consumer Markets
How many people will there be?
birthrate
fertility rate
total fertility rate
natural increase
population momentum

6. Changing Structure of Consumer Markets
Total fertility rate:
average number of children that would be born alive to a woman during her lifetime if she were to pass through all of her childbearing years conforming to age-specific fertility rates of a given year

7. Changing Structure of Consumer Markets
Population momentum:
future growth of any population will be influenced by its present age distribution

8. Changing Structure of Consumer Markets
Factors affecting birthrates:
Age distribution of population
Family structure
Social attitudes toward family/children
Technology
Increasing life expectancy
Immigration represents about 30% of annual growth in United States

9. Changing U.S. Age Distribution
1. Changes in age distribution affects the types of products and services that will be bought and consumed in the future
2. Cohort analysis is fundamental to understanding changing consumer markets
3. A cohort is any group of individuals linked as a group in some way

10. Children As Consumers Most parents do most of the buying
Children often involved in family purchasing decisions
Children often have their own ability to buy

11. Generation X (Young Adults)
Segment of 25-to-34 year olds is declining but will have a slight increase with the inclusion of older Gen Y consumers
Need to buy products to set up households and for young children
With many needs and greater financial restraints, they often shop at value-oriented retailers

12. Young Again Market
Cognitive age: the age one perceives one’s self to be
Cognitive age is measured in terms of how people feel and act, express interests, and perceive their looks
Can be used with chronologic age to better target segments, create more effective content, and select the most efficient media channels

13. Conference: Consumer Behavior Roger D. Blackwell Paul W. Miniard
James F. Engel
Permissions Department, Thomson Business and Economics