CONSUMERS AND SUBCULTURES. What are some demographics. Age gender composition family size and composition distribution of population education occupation social class Ethnic group. Objective quantifiable Characteristics of a population Important variables for market segmentation.
So What Are demographics?
EVEN though Calgary accountant "Michelle" (not her real name) and her husband, "Jim," an elementary school teacher, could afford to have more children, they are not going to. Jim is scheduled for a vasectomy next month. "We already have one child," Michelle explains. "We just don't want any more. One is enough. Kids are expensive, and they take up so much time. We want our life back."
Michelle is not alone. Canadian women are now having fewer children than ever before, according to a new Statistics Canada study, released in July. The latest figures mean that for the first time in 100 years, Canada's population growth rate has fallen below the United States. At least three factors explain the decline, including increased abortions and birth control, more women in the workforce who are starting their families later in life, and high taxation.
You are the marketing manager of a telecommunications company that manufactures cell phones.
Until recently you have targeted businessmen for these phones. How would you use the information that more women are entering the workforce in Canada to refocus your marketing strategy?
What does the demand for goods and services depend on?
a measure of consumers’ opinions on the financial position of their own household and the economy as a whole
and to what extent they think it is a good time to buy large expensive items such as a TV or a computer. Demand for necessities remains stable over time
A component of consumer confidence that gives an approximate indication of the development of consumption growth in the subsequent months, especially with respect to durable goods.
The underlying data are taken from the consumer confidence survey.
Confidence and willingness to buy varies by market segment and is usually higher among younger than older consumers
relatively permanent strata in a society that are distinct subcultures
What are the typical factors that differentiate the social classes?
A. The upper class.
B. The middle class (40-50% considerable racial & ethnic diversity)
C. The working class. (1/3 of population) (lower incomes than middle class, no accumulated wealth less personal satisfaction in jobs
D. The lower class. (20% of population) (either supported by welfare, or are ‘working poor’)
What sort of things does social class affect
Lower classes generally focus on more immediate and more utilitarian needs
are often likely to approach consumption from a more aesthetic perspective
Your company XYZ corp. manufactures inexpensive furniture and has targeted the less well off. In an effort to upgrade your image the company has decided to target higher-class consumers. What will the marketing implications be on the following.
Conspicuously consumed goods which are used to provide evidence of wealth
Why do some people feel the need for status symbols
When consumers deliberately mock a trend by carefully selecting products and consumption patterns that are not the current fashion or style.
Paper Denim Retro Torn Jeans $140.00
When too many others use or possess a status symbol such that it loses much of its former power
A distinct cultural group that exists as an identifiable segment within a larger, more complex society/culture
Percentage of Visible Minority Population by All Age Groups, for Canada, Provinces, Territories and selected Census Metropolitan Areas, 1996 Census
Percentage of the Visible Minority Population Aged 0 to 24, for Canada, Provinces, Territories and selected Census Metropolitan Areas, 1996 Census
Average Household Income is $2,000 Greater Than Whites, and tend to be more brand and price conscious
Problems Encountered by Canadian Marketers
Lack of Media Available
to Reach Asian