台大消费者行为cb 10 demographics.pptVIP

Demographics and Psychographics Overview Demographics Psychographics personality values lifestyles Demographics Definition: the size, structure, and distribution of a population Demographic analysis is used in market segment descriptions trend analysis Consumers analysts use demographics to predict: changes in demand consumption of specific products/services Common Demographics Age Gender Income Occupation Education Race Region Religion Age Group Markets Children/Preteens Heavily influenced by parents and family but Significant influence by peers Frequently heavily exposed to TV and associated role models Teenagers Significant discretionary spending power (frequently have income with modest expenses) Influence on family purchases Strong peer influence Opportunities for experimentation with products Generation X/ Twentysomethings Born 1965-1976 Frequently still in college Many still in experimental stage Often more cynical and less brand loyal Baby Boomers 嬰兒潮世代 Born 1946 to 1964 Frequently entering prime earning power Blend of X generation and traditional values 46% have college degree Two thirds of wives work The early 50+ers Aging baby boomers Often hard hit by downsizing and layoffs Many have significant assets built up Empty nest The Mature Market Very diverse--some members fit stereotype; some do not Wide disparity in income Often lived through Depression ??value thrift, savings Gender and Consumption Sex roles Today and yesterday Across cultures Values Acquisition methods Consumption Psychographics Definition: the description of consumers on the basis of their psychological characteristics Basic components of psychographics personality values lifestyles (traditional definition of psychographics) Personality Personality: The consistent response to environmental stimuli an individual’s unique psychological makeup, which consistently influences how the person responds to his or her environment Approaches to Personality Psychoanalytic Theory 心理分析理論 Socio