Australasian: Demographics, Lifestyle Flashcards
What is demographics?
description of a population in terms of its size, structure and distribution.
What affects of increase in population size have?
Increase = allow some industries to merely survive/ others to grow
Define Cohort Effects.
Different generation behave differently
What is the main factor changing the distribution of Australia’s population?
internal migration
Define Buying-power index.
Combines an area’s population, income and value of retail purchases.
- useful to estimate market demand for an area
Occupation
beer, cake mixes, soft drinks, detergents, dog food, shampoo and paper towels
Education
Not just type of purchase but WAY of shopping
tertiary edu. = internet
non-tertiary = less time researching and access only a small amount of info sources
Achievement role vs. Ascribed role.
Achievement: acquired due to performance (extrinsic)
Ascribed: based on attribute IND has little/no control (intrinsic)
2 types of married women:
Traditional: hubby provides
Modern: both parties share responsibilities
Conc. ppl will tend to follow traditional culture
How is market segmentation changing?
becoming homogenous
women: car
men: beauty
Retail strategy
female: discounts, value for money, store hygiene
male: speed and ease
Define population segments.
consumers grouped because of shared characteristics = similar product needs
e.g. nationality, ethnicity, religion, age, location, gender/social class
Define Psychographics
consumer’s lifestyles based on current activities, interest and opinions.
Define AIO inventory
measure lifestyle based on A
Activities
Interests
Opinions
VALS lifestyle segmentation system
- interested in theories
- crave excitement
- like art, culture, history
- like to make things with hands
- like to show off
- Only interested in few things
- Like being in charge of a group
- Very interested in how mechanical things work
