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Lecture 12
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Australasian Society:
Demographics and Lifestyles
Use of Demographic factors
Anticipating demographic shifts
Changing roles in society
Lifestyle and measurement of
Psychographics and application
Using Lifestyle and psychographics for
market segmentation
Copyright  2002 McGraw-Hill Australia Pty Ltd
PPTs to accompany Consumer Behaviour: Implications for Marketing Strategy 3e
Neal, Quester and Hawkins
Slides prepared by Wayne Binney
12-1
Australasian Society:
Demographics and Lifestyles
 Which demographic factors help marketers
describe and understand the market segments?
 The importance of anticipating demographic shifts
in society to develop marketing strategies
 Impacts of changing roles (such as gender roles)
on society
Copyright  2002 McGraw-Hill Australia Pty Ltd
PPTs to accompany Consumer Behaviour: Implications for Marketing Strategy 3e
Neal, Quester and Hawkins
Slides prepared by Wayne Binney
12-2
Australasian Society:
Demographics and Lifestyles
 Nature of lifestyle and how it is
measured
 Meaning of psychographics and how it is
used to understand consumer
lifestyle
and consumption behaviour
 How lifestyle and psychographics are
used in market segmentation to
develop marketing strategies
Copyright  2002 McGraw-Hill Australia Pty Ltd
PPTs to accompany Consumer Behaviour: Implications for Marketing Strategy 3e
Neal, Quester and Hawkins
Slides prepared by Wayne Binney
12-3
Changing societal factors
affecting marketing strategy
Copyright  2002 McGraw-Hill Australia Pty Ltd
PPTs to accompany Consumer Behaviour: Implications for Marketing Strategy 3e
Neal, Quester and Hawkins
Slides prepared by Wayne Binney
12-4
Demographics (Overview)
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Population size
Age structure
Population distribution
Income
Occupation
Education
Copyright  2002 McGraw-Hill Australia Pty Ltd
PPTs to accompany Consumer Behaviour: Implications for Marketing Strategy 3e
Neal, Quester and Hawkins
Slides prepared by Wayne Binney
12-5
Demographics
Population size
Web address for population clock:
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http://www.abs.gov.au/Ausstats/abs%40.nsf/94713ad445ff1425
ca25682000192af2/1647509ef7e25faaca2568a900154b63!Op
enDocument
Copyright  2002 McGraw-Hill Australia Pty Ltd
PPTs to accompany Consumer Behaviour: Implications for Marketing Strategy 3e
Neal, Quester and Hawkins
Slides prepared by Wayne Binney
12-6
Age projected age structure for 2051
Source ABS file 3222.0
Demographics
• Age structure
http://www.abs.gov.au/Ausstats/abs%40.nsf/e8ae5488b598839
cca25682000131612/0cd69ef8568dec8eca2568a900139392!O
penDocument
Copyright  2002 McGraw-Hill Australia Pty Ltd
PPTs to accompany Consumer Behaviour: Implications for Marketing Strategy 3e
Neal, Quester and Hawkins
Slides prepared by Wayne Binney
12-8
Demographics
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Population distribution
Actual vs Self-Perceived age
Copyright  2002 McGraw-Hill Australia Pty Ltd
PPTs to accompany Consumer Behaviour: Implications for Marketing Strategy 3e
Neal, Quester and Hawkins
Slides prepared by Wayne Binney
12-9
Actual vs Self-Perceived age
70
60
60
50
50
40
40
30
30
20
10
20
10
0
Copyright  2002 McGraw-Hill Australia Pty Ltd
PPTs to accompany Consumer Behaviour: Implications for Marketing Strategy 3e
Neal, Quester and Hawkins
Slides prepared by Wayne Binney
12-10
Demographics
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Income / Actual incomes
Disposable incomes / buying power
Occupations
Regional influences
– eg. Industry shutdowns, etc
– eg. City vs country
Copyright  2002 McGraw-Hill Australia Pty Ltd
PPTs to accompany Consumer Behaviour: Implications for Marketing Strategy 3e
Neal, Quester and Hawkins
Slides prepared by Wayne Binney
12-11
Demographics
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Education
During the 90s- about 30% more now with
uni degrees
Huge increase in training- less ‘unskilled’
Copyright  2002 McGraw-Hill Australia Pty Ltd
PPTs to accompany Consumer Behaviour: Implications for Marketing Strategy 3e
Neal, Quester and Hawkins
Slides prepared by Wayne Binney
12-12
Many of the behaviours of the dominant
Subcultures
culture as well as a set of unique
behaviours
Copyright  2002 McGraw-Hill Australia Pty Ltd
PPTs to accompany Consumer Behaviour: Implications for Marketing Strategy 3e
Neal, Quester and Hawkins
Slides prepared by Wayne Binney
12-13
Gender Roles
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Ascribed roles—an attribute over which the
individual has little or no control
Achievement roles—based on performance
criteria over which the individual has some
degree of control
Traditional versus modern orientation
Copyright  2002 McGraw-Hill Australia Pty Ltd
PPTs to accompany Consumer Behaviour: Implications for Marketing Strategy 3e
Neal, Quester and Hawkins
Slides prepared by Wayne Binney
12-14
Marketing strategy
implications
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Market segmentation
Product strategy
Marketing communication
Retail strategy
Copyright  2002 McGraw-Hill Australia Pty Ltd
PPTs to accompany Consumer Behaviour: Implications for Marketing Strategy 3e
Neal, Quester and Hawkins
Slides prepared by Wayne Binney
12-15
Lifestyle
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Lifestyle is the expression of the individual’s
situation, life experiences, values, attitudes
and expectations.
It is defined simply as how the individual
lives.
Has been used interchangeably with the
term “psychographics”.
Copyright  2002 McGraw-Hill Australia Pty Ltd
PPTs to accompany Consumer Behaviour: Implications for Marketing Strategy 3e
Neal, Quester and Hawkins
Slides prepared by Wayne Binney
12-16
Determinants of Lifestyle
Continuum for Lifestyle
Measurements
Copyright  2002 McGraw-Hill Australia Pty Ltd
PPTs to accompany Consumer Behaviour: Implications for Marketing Strategy 3e
Neal, Quester and Hawkins
Slides prepared by Wayne Binney
12-18
VALS 2 (Values and Lifestyle
System)
Copyright  2002 McGraw-Hill Australia Pty Ltd
PPTs to accompany Consumer Behaviour: Implications for Marketing Strategy 3e
Neal, Quester and Hawkins
Slides prepared by Wayne Binney
12-19
VALS 2
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Web site for a VALS survey—try it !!!
http://www.sric-bi.com/VALS/
presurvey.shtml
Copyright  2002 McGraw-Hill Australia Pty Ltd
PPTs to accompany Consumer Behaviour: Implications for Marketing Strategy 3e
Neal, Quester and Hawkins
Slides prepared by Wayne Binney
12-20
Reading and activities:
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Compare the VALS 2 system with the
Australian Roy Morgan Values
segments.
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Discuss two uses of the Roy Morgan
Values system to marketers.
Copyright  2002 McGraw-Hill Australia Pty Ltd
PPTs to accompany Consumer Behaviour: Implications for Marketing Strategy 3e
Neal, Quester and Hawkins
Slides prepared by Wayne Binney
12-21
Time…
Next lecture…
Ch. 13
Household structure
and consumption
behaviour
Copyright  2002 McGraw-Hill Australia Pty Ltd
PPTs to accompany Consumer Behaviour: Implications for Marketing Strategy 3e
Neal, Quester and Hawkins
Slides prepared by Wayne Binney
12-22