Title:	Consumer Demographics and Behaviour
Authors:	Jo. M. Martins Farhat Yusuf David A. Swanson
Keywords:	Consumer Demographics
Issue Date:	2012
Publisher:	Springer
Description:	There is a growing interest in markets and the related way people behave as consumers of goods and services. A result has been the rising demand for information dealing with consumer behaviour. These accounts acknowledge the importance of demographic events such as births, population size and other demographic characteristics such as sex and age as determinants of market size and also of market opportunities for different types of products. However, the references to demography are often in the form of tabulated data without a clear indication of the relationship between the data and observed consumer behaviour. Among other things, texts on consumer behaviour mention the importance of market segments in making products more relevant to different groups in society. Frequently, market segments reflect demographic characteristics of groups in the population, such as those born within a given period of time. This allows for the identification and quantification of market segments to assess opportunities for the positioning of specific products in relation to these population segments. The life cycle is also an important determinant of income and changing needs that influence consumer behaviour and preferences for different products as people get older. These underlying market features make the relationship between demography and consumer behaviour an essential perspective. This introductory book is a response to the demand for a better understanding of consumer behaviour using demographic perspectives that enhance those of other disciplines. It combines theoretical concepts with empirical evidence, and uses some relevant analytical frameworks and tools for this purpose. It also aims to provide teaching material with an emphasis on the characteristics of populations and groups within them and their relation to market size, diversity and consumer behavior.
URI:	http://10.6.20.12:80/handle/123456789/50999
ISBN:	978-94-007-1855-5
Appears in Collections:	Population Studies

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