demographics vd

8/8/2019 Demographics Vd

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DEMOGRAPHICS-Application in Marketing

Vaibhav D. Kale

014


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Compass

Introduction

Application of demographics in

marketing Variables under demographics

Rural Vs. Urban

Shift from2005-2020 in India

Impact on marketer

Conclusion


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Introduction

Demographics:

Size, structure and distribution of population

Economic demography:

study of economic characteristics of nations

population

Demographic segmentation:

dividing market into groups based on variablessuch as age, gender , family size, income,

occupation, education, religion, race, nationality

etc.


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Application of Demographics in

marketing To do segmentation of the market

To identify the target market of the product

It tells about who are our customer, where they

are, of what sex etc.

It allows you to target a specific demographic

group

It is critical tool for small business where errorscannot be neglected


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Market can be divided into groups based

on variables such as Age

Gender

family size

income

occupation

education

religion

race

nationality


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Age Consumer needs and wants change with age although they may still wish to consumer the

same types of product.

So Marketers design, package and promote

products differently to meet the wants of different

age groups.

Example

marketing of toothpaste (contrast thebranding of toothpaste for children and adults)

toys (with many age-based segments).


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Generation

Z

Silent

generation

(above 61yrs)

Baby

Boomer

(44-61)

Generation

X

(27-43)

Generation

Y

(8-27)


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Gender

Gender segmentation is widely used in consumer

marketing.

Male, Female

example-clothing, hairdressing, magazines and andcosmetics.

male female

world 50% 50%

India 53.35% 46.65%


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Income

Another popular basis for segmentation.

Many companies target affluent consumers with

luxury goods and convenience services.

Upper upper

Middle upper


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Family size

Family type:

-Nuclear(60.5% )

-Non nuclear(39.5%)

Av. family size of India- 4.8

-Urban-4.6

-Rural-4.9


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Occupation


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Religion

World

Christian-33%

Muslim-18%

Hindu-16%

Buddist-6%

Jews-1%

Non religious-16%

Other-10%

India

Christian-2.3%

Muslim-13.4%

Hindu-80.5%

Buddist-.8%

Shikhs-1.9%


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Race

Non white-85

White-15


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Few facts of world

If population of globe reduce to 100 then

61-Asian, Europe- 12, Africa-13, rest-14

60% wealth is with 6 people

13- are under malnutrition

4-internet user

2- college educated

14- would able to read 25-less than $1 a day live

46- in urban, 54-rural


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Few facts of India

Median age: 25.1 years

Population growth rate -1.548% (2009 est.)

Birth rate - 21.76 births/1,000 population (2009 est.)

Death rate- 6.4 deaths/1,000 population (2009 est.) Literacy rate- 79.9%

under the poverty line- 22% (2006 est.)

Unemployment Rate- 7.8%

Life expectancy

total population: 69.89 years

male: 67.46 years

female: 72.61 years (2007 est.)


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Rural Vs. UrbanRural-72.2%

Urban-27.8%


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Rural Vs. Urban


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income


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Shift from 2005 to2020


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Impact of demographics on

world

World population will peak in 2035 and will

decline after

World population growth is off course positive,

but growth rate has reduce.

Most attractive market is which show growth in

population as well as economic resources This is happening in pacific rim, parts of Asia,

Latin America


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Pacific rim- Australia, japan, China

Parts of Asia- India, China, Southey Arabia,

Pilli pines

Latin America- Peru, Cuba, Brazil, Mexico


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Australia- small but well developed,

immigration, income high

Japan- per capita consumption high,

more ethnocentric


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References:

India Vision 2020, by S.P.Gupta, Chairman,

Planning Commission

Population Bulletin, PRB report, vol. 65, no.2,

July 2010

Population Bulletin in India, vol. 61, no.3, Sep.

2006

Demographic Transition and demographicimbalance in India,

Ashish Bose


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Thank U.

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