1. DEMOGRAPHICS

• Thestudyofobvious characteristics that categorize people .

• These characteristics include age, gender, family life cycle, income level and ethnicity and culture
• EachcharacteristicisthensubdividedintovariablesorrangesLet'slook at each ofthemain variables.........

A.AGE

• Dependingonthemarket,peopleare groupedintovarious groups

• StatsCanadadividesthepopulationassuch:

• , marketers need to determine the age group that will most likely purchase theirproduct

B.GENDER

• Theclassificationofthe populationintoeither male or female

• Marketersmustdeterminewhetherthetargetmarketfortheirproductorserviceismainlymale,femaleorbothand

I.e.:
	Male- Female- Both- Aconsumer's stageinthefamilylifecycledetermines manyofhis orher wants, needs andpur-chasingpatterns	Colognes, Dresses, Skirt Sporting Equipment

C.FAMILYLIFECYCLE

• Businessesusethisdemographictodeterminewhobuyswhatforwhom

• I.e.:

• NewFamily-
• OlderFamily-

ExamplesofFamilyLifeCycleStages

• Single
• Married(no children)
• Family(youngchildren)
• Family(olderchildren)
• EmptyNesters(childrenleft)
• Retirees

D.IncomeLevel

• Grouped byhow muchmoneythe

• Allowsmarketerstodeterminehowmanyconsumerscanaffordtheirproduct/service

• InCanada,the averagegrossfamilyincome(beforetaxes)in2008is

• Based upon these statistics, marketers can generally define the Canadian population into the fol-lowingincomesegments:

• ($150,000+)

• ( $ 50,000 - $150,000)

• ($ 50,000 orless)

E.Ethnicity&Culture

• Itisvitalfor amarketertounderstandthe

• Marketersmustdesigntheirmarketingstrategytoappealtotheirtargetmarket,yetmakesurethey

• Ie...WeddingGowns

• Inourwesternculture, isthenorm

• InChina,
  • Understandingourtargetmarket'scultureisessentialtomarketingsuccess

1. PSYCHOGRAPHICS

• Asystemofmeasuringconsumers' .

• Awayof profiling consumers onthewaythey" "...

• IE:
  • Religiousbeliefs,lifestyle,musicaltastes,attitudes,etc.

• Theyaremuch ,yettheyarevitalincreatingan effective customerprofile

1. GEOGRAPHICS

• Asystem ofmeasuring" "consumerslive

• customerslive:
  • inarural/urban/suburban area?
  • Dotheylivein"pockets" orconcentrationsincertainplaces?

IE:

• tractors-

• IndianCuisine-
• TorontoRaptors-

Whatisthetarget consumerforPeople magazine?

ProfileCategory	ProfileGroup	TargetedConsumer
Demographics	Age
	Gender
	Income
	FamilyLifeCycle
	Culture
Psychographics	Lifestyle/Values
Geographics	Country/City

• Abusinesswill obviouslyselltheirproductto whomevertheycan,yettheyneedto

• However,ifamarketerisabletoeffectivelyprofiletheirtargetmarket, theycanthenbegin tocreateamarketingplan that focuses on that "target"

• Althoughthisdoesn't guaranteebusinesssuccess,yourchancesaremuch