Demographic and Geographic segments Flashcards
Demographics - Age, Gender, Income, Education level, Socio-economic group, Ethnicity, religious and cultural beliefs and Family size:
1) Age:
At different life stages, what may change?
At different life styles, people’s tastes, interests and needs may change
Demographics - Age, Gender, Income, Education level, Socio-economic group, Ethnicity, religious and cultural beliefs and Family size:
1) Age:
At different life styles, people’s tastes, interests and needs may change.
Markets are often segmented by different age …
Markets are often segmented by different age ranges, such as 18-24 year olds or over-50s
Demographics - Age, Gender, Income, Education level, Socio-economic group, Ethnicity, religious and cultural beliefs and Family size:
1) Age:
At different life styles, people’s tastes, interests and needs may change.
Markets are often segmented by different age ranges, such as 18-24 year olds or over-50s.
What are an example of a product targeted at different age groups?
Holidays are an example of a product targeted at different age groups (holidays for younger people compared to holidays when retiring)
Demographics - Age, Gender, Income, Education level, Socio-economic group, Ethnicity, religious and cultural beliefs and Family size:
2) Gender:
Men and women have …
Men and women have different tastes, interests and needs
Demographics - Age, Gender, Income, Education level, Socio-economic group, Ethnicity, religious and cultural beliefs and Family size:
2) Gender:
Men and women have different tastes, interests and needs.
What are an example of a product often segmented by gender?
Toiletry products are an example of a product often segmented by gender
Demographics - Age, Gender, Income, Education level, Socio-economic group, Ethnicity, religious and cultural beliefs and Family size:
3) Income:
People with higher incomes may …?
People with higher incomes may have more money to spend on luxury brands, such as designer clothing and jewellery
Demographics - Age, Gender, Income, Education level, Socio-economic group, Ethnicity, religious and cultural beliefs and Family size:
4) Education level:
People with a higher level of education may …?
People with a higher level of education may earn more and spend their extra income on a wide range of cultural interests
Demographics - Age, Gender, Income, Education level, Socio-economic group, Ethnicity, religious and cultural beliefs and Family size:
5) Socio-economic group:
What is people’s social class based on?
People’s social class is based on their income and type of occupation
Demographics - Age, Gender, Income, Education level, Socio-economic group, Ethnicity, religious and cultural beliefs and Family size:
5) Socio-economic group:
People’s social class is based on their income and type of occupation.
Luxury cars
Luxury cars are an example of a product that may be targeted at social class AB, which includes people in senior managerial positions
Demographics - Age, Gender, Income, Education level, Socio-economic group, Ethnicity, religious and cultural beliefs and Family size:
6) Ethnicity, religious and cultural beliefs:
What may ethnicity, religious and cultural beliefs influence?
Ethnicity, religious and cultural beliefs may influence people’s:
1) Choice of food
2) Clothing
3) Cultural preferences
Demographics - Age, Gender, Income, Education level, Socio-economic group, Ethnicity, religious and cultural beliefs and Family size:
6) Ethnicity, religious and cultural beliefs:
Ethnicity, religious and cultural beliefs may influence people’s choice of food, clothing and cultural preferences.
What do some specialist food manufacturers (enterprises) do?
Some specialist food manufacturers (enterprises) target their products at specific communities
Demographics - Age, Gender, Income, Education level, Socio-economic group, Ethnicity, religious and cultural beliefs and Family size:
7) Family size:
What do larger families usually do?
Larger families usually buy products such as good and washing powder in bigger quantities
Demographics - Age, Gender, Income, Education level, Socio-economic group, Ethnicity, religious and cultural beliefs and Family size:
7) Family size:
Larger families usually buy products such as good and washing powder in bigger quantities, so …?
Larger families usually buy products such as good and washing powder in bigger quantities, so family-size packs are marketed to this segment
Demographics - Age, Gender, Income, Education level, Socio-economic group, Ethnicity, religious and cultural beliefs and Family size:
7) Family size:
Larger families usually buy products such as good and washing powder in bigger quantities, so family-size packs are marketed to this segment.
What is another example?
Another example is that tour operators market group holidays for single people
Geographic segmentation:
Where people live influences the products they buy.
What are four examples of geographic segmentation?
Four examples of geographic segmentation are:
1) People living in cold, hot or damp climates will need different types of clothing and transport
2) Regional tastes in cuisines mean different demands for food
3) Customs and cultural characteristics of a country or region affect people’s choices
4) The general standard of living in an area will affect how much consumers have to spend
