demographicsandpsychographics英文-預(yù)覽頁
【正文】 emographics ?Definition: the size, structure, and distribution of a population ?Demographic analysis is used in ?market segment descriptions ?trend analysis ?Consumers analysts use demographics to predict: ?changes in demand ?consumption of specific products/services 4 Common Demographics ?Age ?Gender ?Ine ?Occupation ?Education ?Race ?Region ?Religion 5 Age Group Markets ?Children/Preteens ?Teenagers ?Twentysomethings/Generation X ?Baby Boomers ?50+ –the early 50+ers –the mature market (retired) 6 Children/Preteens ?Heavily influenced by parents and family but ?Significant influence by peers ?Frequently heavily exposed to TV and associated role models 7 Teenagers ?Significant discretionary spending power (frequently have ine with modest expenses) ?Influence on family purchases ?Strong peer influence ?Opportunities for experimentation with products 8 Generation X/ Twentysomethings ?Born 19651976 ?Frequently still in college ?Many still in experimental stage ?Often more cynical and less brand loyal 9 Baby Boomers 嬰兒潮世代 ?Born 1946 to 1964 ?Frequently entering prime earning power ?Blend of X generation and traditional values ?46% have college degree ?Two thirds of wives work 10 The early 50+ers ?Aging baby boomers ?Often hard hit by downsizing and layoffs ?Many have significant assets built up ?Empty nest 11 The Mature Market ?Very diversesome members fit stereotype
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