Demographic Trends in Consumption: Effects on Consumer Behavior and Marketing Strategy

Running head: DEMOGRAPHIC TRENDS IN CONSUMPTION 1
CONSUMER BEHAVIOR
STUDENT
COURSE
UNIVERSITY
DATE

2
EXECUTIVE SUMMARY
The Population is composed of consumers who have various needs requirement according to
their: age, sex, race, income, education, occupation, marital status, family size and geographical
location. The organization should conduct a research to establish the demographic
characteristics. The research findings shall also enhance the marketing mix strategy to be
adopted by the organization in the market segment identified. The organization will also be in a
position to approximate the market potential for the products so as to determine the amount to
produce within a given period of time to avoid surplus which might be a waste if the products do
not satisfy the consumers’ tastes and preferences.
Table of Contents

3
EXECUTIVE SUMMARY.............................................................................................................2
PART A...........................................................................................................................................6
EFFECT OF DEMOGRAPHIC TRENDS IN CONSUMER BEHAVIOR AND MARKETING
STRATEGY.................................................................................................................................6
INTRODUCTION.......................................................................................................................6
UNDERSTANDING OF DEMOGRAPHY............................................................................6
DEMOGRAPHIC TREND......................................................................................................7
EFFECTS OF DEMOGRAPHIC TRENDS ON VARIOUS INDUSTRIES..............................8
VACATION IN AUSTRALIA AND NEW ZEALAND.........................................................8
Disparity in income distribution...............................................................................................9
Increased number of single men and women...........................................................................9
The perception of Generation Y with a growing family house hold and huge mortgage that
need to limit their expenditure..................................................................................................9
Effect of demographic trend on cosmetic industry....................................................................10
Elderly using cosmetics..........................................................................................................10
Men using cosmetics..............................................................................................................10
Difference in income among various individuals...................................................................10
Perception of the educated.....................................................................................................10
Effect of demographic trend on pre-cooked food industry........................................................11
Perception for present longer lifespan of senior citizen.........................................................11

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Perception of Baby boomers..................................................................................................11
Change of family structure from large to small.....................................................................11
Increased number of single adults..........................................................................................11
PART B.........................................................................................................................................12
OTHER DEMOGRAPHIC TRENDS.......................................................................................12
CULTURAL DIVERSITY.....................................................................................................12
Effects on the industries above..................................................................................................12
Cosmetics industry.................................................................................................................12
Vacation industry...................................................................................................................12
Pre-cooked food industry.......................................................................................................12
CHANGE IN SOCIAL ENVIRONMENT....................................................................................13
Pre-cooked food industry...........................................................................................................13
Vacation industry.......................................................................................................................13
Cosmetics industry.....................................................................................................................13
References..................................................................................................................................14