22 märts As discussed during this our discussion of consumer behavior, demographics refer to statistical information about the characteristics of a population
- list the demographic variables to consider for global marketing
- identify the problems in demographic profiling in global markets
Whether marketing to domestic or international markets, demographic information can provide important insights about a target market and how to address consumer needs.
Researchers examining demographics typically have two objectives in mind: first, to segment the market by determining which subgroups exist in the overall population; and second, to create a clear and complete picture of the characteristics displayed by typical members of each segment
Marketers typically combine several variables to create a demographic profile of a target market. A demographic profile (often shortened to a “demographic”) is a term used in marketing and broadcasting to describe a demographic grouping or a market segmentmon demographic variables to consider for global and domestic marketing purposes include the following: