台大消费者行为cbdemographics.pptxVIP

Demographics and PsychographicsOverviewDemographics PsychographicspersonalityvalueslifestylesDemographicsDefinition: the size, structure, and distribution of a populationDemographic analysis is used inmarket segment descriptionstrend analysisConsumers analysts use demographics to predict:changes in demandconsumption of specific products/servicesCommon DemographicsAgeGenderIncomeOccupationEducationRaceRegionReligionAge Group MarketsChildren/PreteensTeenagersTwentysomethings/Generation XBaby Boomers50+the early 50+ersthe mature market (retired)Children/PreteensHeavily influenced by parents and family butSignificant influence by peersFrequently heavily exposed to TV and associated role modelsTeenagersSignificant discretionary spending power (frequently have income with modest expenses)Influence on family purchasesStrong peer influenceOpportunities for experimentation with productsGeneration X/ TwentysomethingsBorn 1965-1976Frequently still in collegeMany still in experimental stageOften more cynical and less brand loyalBaby Boomers 嬰兒潮世代Born 1946 to 1964Frequently entering prime earning powerBlend of X generation and traditional values46% have college degreeTwo thirds of wives workThe early 50+ersAging baby boomersOften hard hit by downsizing and layoffs Many have significant assets built upEmpty nestThe Mature MarketVery diverse--some members fit stereotype; some do notWide disparity in incomeOften lived through Depression ??value thrift, savingsShould I havean Ensureor a Sustacal?Gender and ConsumptionI going to makea quick trip to Venus, but I wantto be back for the game!Sex roles Today and yesterdayAcross culturesValuesAcquisition methodsConsumptionPsychographicsDefinition: the description of consumers on the basis of their psychological characteristicsBasic components of psychographicspersonalityvalueslifestyles (traditional definition of psychographics)PersonalityPersonality: The consistent response to environmental stimulian individual’s unique psychological