Lecture Basic Marketing: A global managerial approach - Chapter 5: The Canadian consumer market: Demographic and economic dimensions

Chapter 5:
  

The Canadian Consumer
Market: Demographic and
Economic Dimensions

For use with Shapiro, Wong, Perreault, and McCarthy texts.
Copyright © 2002 McGraw-Hill Ryerson Limited.


Identifying Potential Markets
Money

Growth

Concentration

Literacy

5­2

Focus:
Relative Buying Power
Focus:
Rate of Growth
Focus:
Population Density
Focus :
Communication Concerns

For use with Shapiro, Wong, Perreault, and McCarthy texts.
Copyright © 2002 McGraw-Hill Ryerson Limited.


Canadian Population Trends
Regional
Differences

Shifts to
Suburban
Areas

Key
Key
Domestic
Domestic
Trends
Trends

Household
Composition

5­3

Birthrate

Aging
Population

For use with Shapiro, Wong, Perreault, and McCarthy texts.

Copyright © 2002 McGraw-Hill Ryerson Limited.


Ethnic Dimensions in Canada
Buying
Buying
Behaviour
Behaviour

Growth
Growth
Rate
Rate
5­4

Median
Median
Income
Income
Growth
Growth

Accurate
Accurate
Target
Target

For use with Shapiro, Wong, Perreault, and McCarthy texts.
Copyright © 2002 McGraw-Hill Ryerson Limited.

The French Canadian Market

What
What is
is it?
it?

5­5

Where
Where is
is it?
it?

For use with Shapiro, Wong, Perreault, and McCarthy texts.
Copyright © 2002 McGraw-Hill Ryerson Limited.


Income Distribution
Percent of Total Income

50
40

41.5%

30

20

23.6%
17.2%

10
6.1%

11.7%

Lowest 20%
Income Group

5­6

Middle 20%
Income Group

Top 20%
Income Group

For use with Shapiro, Wong, Perreault, and McCarthy texts.
Copyright © 2002 McGraw-Hill Ryerson Limited.


Consumer Spending Patterns
Disposable
Income

Discretionary
Income

Key
Key Terms
Terms
and
and Issues
Issues

Expenditure
Data

5­7

Family
Life Cycle

For use with Shapiro, Wong, Perreault, and McCarthy texts.
Copyright © 2002 McGraw-Hill Ryerson Limited.