copyright © 2012 pearson education, inc. publishing as prentice hallslide 1 of 31 demographics of...

Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 1 of 31

Demographics of Consumer Markets


What is Demography?

• Demography is the study of human populations

(their size, composition and distribution across

place, and the process through which populations

change.

• Births, deaths and migration are the ‘big three’ of

demography, jointly producing population stability

or change


Demographic Dimensions

• Important operational dimensions for understanding market segments and developing marketing mixes– Much good data is available

• Important for determining size of consumer target markets – Is the market substantial?

• Seeing demographic trends helps identify opportunities– Shifts in age distribution

– Geographic growth/decline


What is Population?

A population is all the organisms that

both belong to the same group

or Species and live in the

same geographical area.


Population Trends

Increasing Density

Increasing Urbanization


Population Growing, but…Population Growing, but…Population Growing, but…Population Growing, but…

Birthrate – Boom or Bust?Birthrate – Boom or Bust?Birthrate – Boom or Bust?Birthrate – Boom or Bust?

GrayingGraying

Growth Trends Young and Old

Key TrendsKey Trends


Married Couple without children


“Traditional” Family

“Traditional” Family

Single Adult Households

Single Adult Households

High Divorce Rate

High Divorce RateHigh Divorce Rate

High Divorce Rate



Trends in Households and Families


DiscretionaryIncome

DiscretionaryIncome

DisposableIncomeDisposableIncome

DiscretionaryIncome

DiscretionaryIncome

DisposableIncome

DisposableIncome

TotalIncomeTotalIncome

DisposableIncome

DisposableIncome

Different Types of Spending

TaxesTaxes

NecessitiesNecessities


Empty nestersEmpty nestersEmpty nestersEmpty nesters

Reallocation for teenagersReallocation for teenagersReallocation for teenagersReallocation for teenagersAcceptance of new ideasAcceptance of new ideas

KeyIssuesKeyIssues

Acceptance of new ideasAcceptance of new ideas

Family Life Cycle Implications

Senior citizensSenior citizens


Population Of Pakistan• The Population in Pakistan was reported at 163.77

millions persons in 2009, according to the International Monetary Fund (IMF)

• Estimated Population of Pakistan on Mar 18, 2012 179019103 according to

POPULATION CENSUS ORGANIZATION.

• In 2015, Pakistan's Population is expected to be 180.54 millions person.


Population of Pakistan (cont’d)

• In general, it has also been found that where there is rapid population growth and high fertility rates, poverty incidence is also highest.

• More people, of course, means a further drain on resources.

• The principle holds true within individual households. “Allah has given us eight children. We are fortunate


Population Causes Over Population Obstacles (cont’d)• Dangerous for economic development• Lower per capital income.• Low rate of savings.• Problems for education sector.• Housing problems.• Food shortage• Population and capital formation.• Unemployment.• Population and environment.


Demography Of Pakistan

• Nationality• Pakistani• Ethnic groups• Punjabi 44.68%, Pashtu (Pathan) 15.42%, Sindhi

14.1%, Sariaki 8.38%, Muhajirs 7.57%, Balochi 3.57%, other 6.28%

• Religions• Muslim 95% (Sunni 75%, Shia 20%), other (includes

Christian and Hindu) 5%


Demography Of Pakistan (cont’d)

• Population on Mar 18, 2012 179019103 • Age structure• 0-14 years: 35.4% (male 34,093,853/female 32,278,462) • 15-64 years: 60.4% (male 58,401,016/female 54,671,873) • 65 years and over: 4.2% (male 3,739,647/female 4,157,870)• Median age• total: 21.6 years • male: 21.5 years • female: 21.6 years



• Population growth rate• 1.573%

• Birth rate• 24.81 births/1,000 population • Death rate• 6.92 deaths/1,000 population

• Net migration rate• Net mi-2.17 migrant(s)/1,000 population



• Languages• Punjabi 48%, Sindhi 12%, Saraiki (a Punjabi

variant) 10%, Pashtu 8%, Urdu (official) 8%, Balochi 3%, Hindko 2%, Brahui 1%, English (official; lingua franca of Pakistani elite and most government ministries), Burushaski, and other 8%



• Literacy• definition: age 15 and over can read and write

total population: 49.9% male: 63% female: 36% (2005 est.)

• Education expenditures• 2.7% of GDP (2009)• Health expenditures• 2.6% of GDP (2009)



• Urbanization• urban population: 36% of total population(2010) .• rate of urbanization: 3.1% annual rate of change

(2010-15 est.)• Gender ratio• at birth: 1.05 male/female

under 15 years: 1.06 male/female 15-64 years: 1.09 male/female 65 years and over: 0.92 male/female total population: 1.07 male/female (2011 est.



• Life expectancy at birth• total population: 65.99 years

male: 64.18 years female: 67.9 years (2011 est.)

• HIV/AIDS - adult prevalence rate• 0.1% (2009 est.)• People living with HIV/AIDS • 98,000 (2009 est.)

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