Towards Consumer Demographic Perspectives

Jo M. Martins (), Farhat Yusuf () and David A. Swanson ()
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Jo M. Martins: Macquarie University, Department of Marketing and Management
Farhat Yusuf: Macquarie University, Department of Marketing and Management
David A. Swanson: University of California Riverside, Department of Sociology

Chapter Chapter 3 in Consumer Demographics and Behaviour, 2011, pp 37-52 from Springer

Abstract: Abstract The third chapter puts forward the view that consumer demographics by its very nature is about people, their characteristics and change rather than being concerned with individuals, as is the dominant notion in microeconomics. It introduces notions of stocks of people at points in time and flows that change the size and characteristics of population stocks over time. Accordingly, it introduces concepts and measures of population growth and its components: fertility, mortality and migration. It examines the life cycle and its relationship to fertility, mortality and population age. In this context, it introduces the concepts related to synthetic demographic measures related to fertility and life expectancy. It reviews the importance of demographic events as market triggers. It also introduces gendered attributes, ageing and product substitution during the life cycle, as well as cohort effects in consumer behaviour. It puts forward the notion that the demographic perspectives are concerned with population and market size, population growth and impact on purchasing power, the influence of the life cycle and age distribution on consumer income and preferences, ageing and product substitution, population cohorts and the influence of common experiences in the association with given products, sex characteristics and commodity preferences. Further, it reviews the development and nature of consumer market demographics in the United States.

Keywords: Consumer Behaviour; Total Fertility Rate; Crude Death Rate; Crude Birth Rate; Life Expectancy Estimate (search for similar items in EconPapers)
Date: 2011
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Persistent link: https://EconPapers.repec.org/RePEc:spr:ssdmcp:978-94-007-1855-5_3

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DOI: 10.1007/978-94-007-1855-5_3

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