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Key Demographic Segmentation Factors

Demographic factors like age, gender, household, and social standing are commonly used to segment markets because they are easy to measure and track. Age influences buying priorities and marketers target different age groups with their products and services. While gender roles have become more blurred, gender is still used to segment audiences, such as packaging and marketing snacks and skin care products differently for men and women. Family life cycle considers marital status, family size, ages, and employment to determine how consumption patterns change over different family phases. Social class also affects how marketers approach different segments of society.

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Hayley Reddy
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3 views1 page

Key Demographic Segmentation Factors

Demographic factors like age, gender, household, and social standing are commonly used to segment markets because they are easy to measure and track. Age influences buying priorities and marketers target different age groups with their products and services. While gender roles have become more blurred, gender is still used to segment audiences, such as packaging and marketing snacks and skin care products differently for men and women. Family life cycle considers marital status, family size, ages, and employment to determine how consumption patterns change over different family phases. Social class also affects how marketers approach different segments of society.

Uploaded by

Hayley Reddy
Copyright
© All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as DOCX, PDF, TXT or read online on Scribd

Demographics are the core of almost all segmentation because they are easy and logical.

In
addition, they are a cost-effective way to reach segments and demographic shifts are easier to
identify than other types of shifts. Income, education, and occupation tend to tie together and
lead to segmentation based on social class.

Age
• Age influences buying priorities
• Marketers target age groups
• Example: movie studios compete for teens and young adults each summer

Consumers of different ages have different needs, so age is important in marketing products
and services.

Gender
• Gender roles have blurred
• Gender less accurate to distinguish among consumers in some product categories than it
used to be
• Some ads depict mean and women in roles traditionally occupied by the opposite gender
• Some products (e.g. skin care and snacks) are marketed differently to men and women

Even though firms are increasingly blurring the lines between genders, gender is still used as
a way to segment audiences. For example, snacks are packaged differently for women than
for men, and men are sold skin care products differently than women.

Households
• Family life cycle
• Important occasions change consumption patterns

Family life cycle blends different things like marital status, the size of the family, age of
family members, and employment status of the head of the household into a composite
variable. The different target segments across the phases of the family life cycle are
discussed more in chapter 10.

Social Standing
• Social class
• Fluctuations affect marketing

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