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As discussed during this our discussion of consumer behavior, demographics refer to statistical information about the characteristics of a population

As discussed during this our discussion of consumer behavior, demographics refer to statistical information about the characteristics of a population

  1. list the demographic variables to consider for global marketing
  2. identify the problems in demographic profiling in global markets

Whether marketing to domestic or international markets, demographic information can provide important insights about a target market and how to address consumer needs.

Researchers examining demographics typically have two objectives in mind: first, to segment the market by determining which subgroups exist in the overall population; and second, to create a clear and complete picture of the characteristics displayed by typical members of each segment

Marketers typically combine several variables to create a demographic profile of a target market. A demographic profile (often shortened to a “demographic”) is a term used in marketing and broadcasting to describe a demographic grouping or a market segmentmon demographic variables to consider for global and domestic marketing purposes include the following:

  • Age: Age bands, such as 18–24, 25–34, etc., are great predictors of interest in some types of products. For example, few teenagers wish to purchase denture cream.
  • Social class: Social-class bands such as wealthy, middle, and lower classes. The rich, for instance, may want different products than middle and lower classes, and may be willing to pay more.
  • Gender: Males and females have different physical attributes that require different hygiene and clothing products. They also tend to have distinctive male/female mindsets and roles in the family and household decision making.
  • Religious affiliations: Religion is linked to individual values as well as holiday celebrations, often tied to consumer preferences and spending patterns.
  • Income brackets: Indicating level of wealth, disposable income, and quality of life.
  • Education: Level of education is often tied to consumer preferences, as well as income.