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This lecture demonstrates how demographics can be used in consumer behaviour. In this chapter, you will learn to: Use of demographic factors, anticipating demographic shifts, subcultures and their influence on behaviour, changing roles in society, lifestyle and how it is measured, psychographics and its applications, using lifestyle and psychographics for market segmentation. | Chapter 12 Australasian Society: Demographics and Lifestyles Use of demographic factors Anticipating demographic shifts Subcultures and their influence on behaviour Changing roles in society Lifestyle and how it is measured Psychographics and its applications Using lifestyle and psychographics for market segmentation 12– This lecture demonstrates how demographics can be used in consumer behaviour. Australasian Society: Demographics and Lifestyles Which demographic factors help marketers describe and understand the market segments? What is the importance of anticipating demographic shifts in society to develop marketing strategies? What are some impacts of changing roles (such as gender roles) on society? 12– Specifically, we will examine how marketers can make better use of demographic factors, and the importance of anticipating these shifts, as they can often be very slow and predictable, if the time is taken to study the data. Individuals are experiencing changes as society modernises. Australasian Society: Demographics and Lifestyles (cont.) What is the nature of lifestyle and how is it measured? What is the meaning of psychographics, and how is it used to understand consumer lifestyle and consumption behaviour? How are lifestyle and psychographics used in market segmentation to develop marketing strategies? 12– Also related to demographics are lifestyles and psychographics. We will examine how these influence consumption behaviour and the importance of this when devising marketing strategies. Changing Societal Factors Affecting Marketing Strategy Changes in society such as demographics, gender roles and lifestyles create changes in market needs such as products and services. Marketers need to understand these changes to devise new (or make alterations to existing) strategies to account for these movements. (See page 381.) Demographics (Overview) Population size Age structure Population distribution Income Occupation Education 12– . | Chapter 12 Australasian Society: Demographics and Lifestyles Use of demographic factors Anticipating demographic shifts Subcultures and their influence on behaviour Changing roles in society Lifestyle and how it is measured Psychographics and its applications Using lifestyle and psychographics for market segmentation 12– This lecture demonstrates how demographics can be used in consumer behaviour. Australasian Society: Demographics and Lifestyles Which demographic factors help marketers describe and understand the market segments? What is the importance of anticipating demographic shifts in society to develop marketing strategies? What are some impacts of changing roles (such as gender roles) on society? 12– Specifically, we will examine how marketers can make better use of demographic factors, and the importance of anticipating these shifts, as they can often be very slow and predictable, if the time is taken to study the data. Individuals are experiencing changes as .
