Lecture Consumer behaviour: Chapter 12 - Cathy Neal, Pascale Quester, Del Hawkins

Chapter 12 Australasian Society:
Demographics and
Lifestyles
• Use of demographic factors
• Anticipating demographic shifts
• Subcultures and their influence on behaviour
• Changing roles in society
• Lifestyle and how it is measured
• Psychographics and its applications
• Using lifestyle and psychographics for market

segmentation

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12–1


Australasian Society:
Demographics and Lifestyles
• Which demographic factors help marketers

describe and understand the market segments?
• What is the importance of anticipating demographic

shifts in society to develop marketing strategies?
• What are some impacts of changing roles

(such as gender roles) on society?

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12–2


Australasian Society:
Demographics and Lifestyles (cont.)
• What is the nature of lifestyle and how is it

measured?
• What is the meaning of psychographics, and

how is it used to understand consumer lifestyle
and consumption behaviour?
• How are lifestyle and psychographics used in

market segmentation to develop marketing
strategies?

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12–3


Changing Societal Factors
Affecting Marketing Strategy

12–4


Demographics (Overview)

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

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12–5


Demographics: Population size

Web address for population clock:
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12–6


Projected Age Structure for 2051

Source: ABS file 3222.0

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12–7

Demographics: Age Structure

/>
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12–8


Demographics
• Population distribution
• Actual vs self-perceived age

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12–9


Actual vs Self-Perceived Age

12–10


Demographics (cont.)
• Income / actual incomes
• Disposable incomes / buying power
• Occupations
• Regional influences
–
–

e.g. industry shutdowns, etc.
e.g. city vs country

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12–11


Demographics (cont.)
Education
• Increase during the 90s:
about 30% more now with university degrees
• Huge increase in training: less ‘unskilled’

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12–12


Changing Levels of Education

12–13


Ethnicity and Country of Origin of
Australasians
• Ethnic markets
• Country of origin markets

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12–14


Subcultures…
share many of the behaviours of the dominant culture as
well as a set of unique behaviours

12–15


Age Subcultures
• Mature market
• Youth market
–
–

Generation X
Generation Y

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12–16


Ads Appealing to the Baby-Boomer Market

12–17

Ads Appealing to
the Baby-Boomer
Market (cont.)

12–18


Gender Roles
• Ascribed roles—an attribute over which the

individual has little or no control
• Achievement roles—based on performance criteria
over which the individual has some degree of
control
• Traditional versus modern orientation

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12–19


Marketing Strategy and
Gender Roles
• Market segmentation
• Product strategy
• Marketing communications
• Retail strategy

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12–20


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’

 Copyright ª 2004 McGraw­Hill Australia Pty Ltd 

12–21


Determinants of Lifestyle

12–22


Lifestyle and the Consumption Process

12–23


Continuum for Lifestyle Measurements

12–24

Several Components of AIO
Questionnaires

12–25