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Demographics and Values

Demographics and Values. U.S. values and implications Demographic variables Social stratification in the U.S. in other cultures Strategic implications. Other oriented Religious vs. secular Sensual gratification vs. abstinence Postponed vs. immediate gratification

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Demographics and Values

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  1. Demographics and Values • U.S. values and implications • Demographic variables • Social stratification • in the U.S. • in other cultures • Strategic implications

  2. Other oriented Religious vs. secular Sensual gratification vs. abstinence Postponed vs. immediate gratification Material vs. non-material Hard work vs. leisure Active vs. passive Environment related Cleanliness Tradition vs. change Risk taking vs. security Problem solving vs. fatalistic Admire vs. overcome nature Performance vs. status Values

  3. Other oriented Individual vs. collective Diversity vs. uniformity Limited vs. extended family Youth vs. age Competition vs. cooperation Masculine vs. feminine More Values

  4. Marketing Strategy and Values • “Green” marketing • Cause-related marketing • Marketing to gay and lesbian consumers • Gender based marketing

  5. Population size: number of individuals distribution across a geographic region rural, urban, or suburban Structure age economic stratification occupational distribution status/social class Issues in Demographics Demographics: the description of a population in terms its size, distribution, and structure. DEFINITION

  6. Demographics helps • Understand current markets--demand for products explained in terms of personal characteristics • Predict future markets

  7. U.S. growing, fueled by immigration rather than birthrates (implications) shifting (away from Midwest toward South, Southwest) highly mobile Germany declining (large incentives given to have children) traditionally static (immobile) but more mobile now due to unification of East and West Germany opportunities with EC Population

  8. Age • “Graying” countries • Germany, Japan, U.S. • High birthrate areas • Africa, parts of Asia, Latin America • Age group vs. demand for products (refer to section on subculture)

  9. Income • Income adjustments • Taxes and other deductions • Benefits • Actual vs. subjective discretionary income (SDI) • Income vs. willingness to spend

  10. Other Demographic Variables • Occupation • Education • Ethnic group (refer to section on subculture) • Religious groups • Geographic region

  11. In the U.S. often denied not clearly defined but clear differences in individual status income power/privilege In India traditionally defined by rigid caste (now officially outlawed but still in practice) movement traditionally not permitted In Britain class differences not legally spelled out, but accepted by tradition class “consciousness” some upward movement possible Social Class/Stratification

  12. “At level’’--accurately portray class standing Positioning strategies Upward Pull (opportunity to enjoy pleasures of higher class) Appeal to newly wealthy (ability to enjoy better things in life now) Implications for Marketing Strategy

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