Demographics

Demographics are characteristics of human populations. Statistics on demographics as they pertain to consumer markets are important factors to be considered when attempting to understand consumer behavior. Groupings such as age, gender, ethnicity, income, mobility, education, and social class are considered to be predictors of consumer behavior and patterns. When market researchers conduct demographic analysis to identify purchase [Page 96]patterns or habits particular to specific consumer demographic segments, the output can aid businesses in matching individual consumer needs with products and services.

Consumer demographic analysis employed as a research instrument is part of a portfolio of tools used in marketing to improve understanding about consumer attitudes, characteristics, consumption tendencies, and lifestyle activities. The gathering of demographic data can occur through a variety of methods from online ...