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Social Sciences - Population Studies | Consumer Demographics and Behaviour - Markets are People

Consumer Demographics and Behaviour

Markets are People

Martins, Jo M., Yusuf, Farhat, Swanson, David A.

2012, XXII, 214 p.

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  • Offers a unique demographic perspectives on consumer behaviour
  • Offers concepts and practical methods of analysis of consumer behaviour
  • Focusses on household as a major centre of consumer spending
  • Provides insights into market segmentation due to age, gender and purchasing power
  • Shows the life cycle as an organising framework of consumer preferences
This is the book that market strategists have been waiting for to position themselves in global markets and take advantage of the opportunities that demographic bonuses and deficits offer to them and their products. It is also a book for teachers and students of consumer behaviour to grasp the importance of the life cycle as a framework that shapes the demand for goods and services determined by changes in social, economic and physical functioning. It gives insights into gendered consumer behaviour and cohort effects. It presents a range of views on consumer behaviour and how demographic perspectives enhance these perspectives. The book offers conceptual and analytical tools that can be used in the assessment of population characteristics as determinants of market size, composition and potential for a variety of products. It offers organising frameworks as well as empirical evidence of consumer behaviour in clusters of markets, with different rates of population growth and age distribution that affect consumers’ priorities and demand for basic and progressive commodities. The book shows commonalities as well as differences in consumer behaviour arising from different cultures and social customs. It uses analytical tools that are explained and accessible to readers with a range of competences. It is a book that can give a better understanding of consumer behaviour and market opportunities to the practitioner. It can also be used for the instruction of students in demography, consumer behaviour and marketing. 

Content Level » Research

Keywords » Baby-boom generation - Basic and progressive products - Business - Consumer allocation patterns - Consumer behaviour - Consumer income and savings - Demographic perspective - Employment - Fertility, mortality and population age - Food consumption - Gendered preferences - Global markets - Household consumer spending - Income and life cycle - Male and female consumer allocations and progression - Market segmentation - Market triggers - Marketing - More, least and less developed countries - Older age product substitution - One-person households - Population growth - Retirement - Work-related expenditures

Related subjects » Marketing - Population Economics - Population Studies

Table of contents 

Section I - Basic Issues: Market Size and Composition: 1: The Making of Markets.- 2: Perspectives on Consumer Behaviour.- 3: Towards Consumer Demographic Perspectives.- Section II - Demographic Change, Markets and Consumption: 4: Population Growth in Global Markets.- 5: Growth of Global Markets.- 6: Life Cycle: Consumption, Consumer Income and Savings.- Section III - Consumption, Income, Age, Cohort and Gender.- 7: Consumer Allocation Patterns.- 8: Market Segmentation and Income Distribution.- 9: Age, Preferences and Market Segmentation.- 10: Gendered Preferences and One-Person Households.- 11: Age and Product Substitution and Cohort Preferences.- 12: Demographic Perspectives on Consumer Behaviour and Implications for the Future.

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