Customer demographics & lifestyle._FRANCIS

Consumer Demographics & Life-style.

Demographics and lifestyles

Demographics (overview)

• Population size• Age structure• Population distribution• Income• Occupation• Education

Projected Australian age structure for 2051

Source: ABS file 3222.0

Demographics (cont.)

• Income / actual incomes• Disposable incomes / buying power• Occupations• Education

– Increase during the 90s: about 30% more now with university degrees

Changing levels of education

The nature of lifestyle

• Lifestyle is the expression of the individual’s situation, life experiences, values, attitudes and expectations

• It is defined simply as how the individual lives• ‘Lifestyle’ has been used interchangeably with the

term ‘psychographics’

Determinants of lifestyle

Lifestyle and the consumption process

Attitudes Towards ShoppingAttitudes Towards Shopping

Level of shopping enjoyment Shopping time Shifting feelings about retailing Why people buy or not on a shopping trip Attitudes by market segment Attitudes toward private brands

Top Reasons for Leaving an Apparel Store Without Buying

Cannot find an appealing style Cannot find the right size Nothing fits No sales help is available Cannot get in and out of the store easily Prices are too high In-store experience is stressful Cannot find a good value

Implications of consumer demographics & life-style.

Gender Roles Consumer Sophistication and Confidence Poverty of Time Component Lifestyles

Figure 7-3: Blurring Gender Roles