【正文】
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。 some do not ?Wide disparity in ine ?Often lived through Depression ??value thrift, savings