Chapter 12
Australasian society: Demographics and
lifestyles
Copyright  2007 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins
Slides prepared by Dr Wayne Binney
12-1
Chapter 12
Australasian society: Demographics
and lifestyles
• Use of demographic factors
• Anticipating demographic shifts
• How population segments can influence behaviour
• Changing gender roles in society
• Lifestyle and how it is measured
• Psychographics and its applications
• Using lifestyle and psychographics for market
segmentation
Copyright  2007 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins
Slides prepared by Dr Wayne Binney
12-2
Australasian society:
Demographics and lifestyles (cont.)
Some specific questions are:
• Which demographic factors help marketers
describe and understand the market segments?
• What is the importance of anticipating demographic
shifts in society to develop marketing strategies?
• What are some impacts of changing roles
(such as gender roles) on society and
consumption?
Copyright  2007 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins
Slides prepared by Dr Wayne Binney
12-3
Ads appealing to baby-boomer market
Copyright  2007 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins
Slides prepared by Dr Wayne Binney
12-4
Ads appealing
to
the babyboomer
market
Note: luxury is
highlighted
Copyright  2007 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins
Slides prepared by Dr Wayne Binney
12-5
Australasian society:
Demographics and lifestyles (cont.)
• What is the nature of lifestyle and how is it
measured?
• What is the meaning of psychographics, and
how is it used to understand consumer lifestyle
and consumption behaviour?
• How are lifestyle and psychographics used in
market segmentation to develop marketing
strategies?
Copyright  2007 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins
Slides prepared by Dr Wayne Binney
12-6
Changing societal factors affecting
marketing strategy
Copyright  2007 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins
Slides prepared by Dr Wayne Binney
12-7
Demographics (overview)
• Population size
• Age structure
• Population distribution
• Income
• Occupation
• Education
Copyright  2007 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins
Slides prepared by Dr Wayne Binney
12-8
Population clock
Current Australian population:
Population - now!
Current New Zealand population:
http://www.stats.govt.nz/populationclock.htm
Copyright  2007 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins
Slides prepared by Dr Wayne Binney
12-9
Projected Australian age structure for 2051
Source: ABS file 3222.0
Copyright  2007 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins
Slides prepared by Dr Wayne Binney
12-10
Demographics
• Population distribution
– Changes attributed to internal migration e.g.
baby-boomers moving to Queensland and
coastal regions to retire
• Actual vs self-perceived age
Copyright  2007 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins
Slides prepared by Dr Wayne Binney
12-11
Actual vs self-perceived age
Copyright  2007 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins
Slides prepared by Dr Wayne Binney
12-12
Demographics (cont.)
• Income / actual incomes
• Disposable incomes / buying power
• Occupations
• Regional influences
– e.g. industry shutdowns etc.
– e.g. city vs country
– e.g. internal migration
Copyright  2007 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins
Slides prepared by Dr Wayne Binney
12-13
Demographics (cont.)
Education
• Increase during the 90s:
about 30% more now with university degrees
• Huge increase in training: less ‘unskilled’
Copyright  2007 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins
Slides prepared by Dr Wayne Binney
12-14
Changing levels of education
Copyright  2007 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins
Slides prepared by Dr Wayne Binney
12-15
Ethnicity and country of origin of
Australasians
• Ethnic markets
• Country of origin markets
Copyright  2007 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins
Slides prepared by Dr Wayne Binney
12-16
Specific population segments
Population segments share distinguishing patterns
of behaviour.
Copyright  2007 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins
Slides prepared by Dr Wayne Binney
12-17
Age subcultures
• Mature market
• Youth market
– Generation X
– Generation Y
Copyright  2007 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins
Slides prepared by Dr Wayne Binney
12-18
Gender roles
• 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  2007 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins
Slides prepared by Dr Wayne Binney
12-19
Marketing strategy and
gender roles
• Market segmentation
• Product strategy
• Marketing communications
• Retail strategy
Copyright  2007 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins
Slides prepared by Dr Wayne Binney
12-20
The nature of lifestyle
• Lifestyle is the expression of the individual’s
situation, life experiences, values, attitudes and
expectations
• It is defined simply as how the individual lives
• ‘Lifestyle’ has been used interchangeably with the
term ‘psychographics’
Copyright  2007 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins
Slides prepared by Dr Wayne Binney
12-21
Determinants of lifestyle
Copyright  2007 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins
Slides prepared by Dr Wayne Binney
12-22
Lifestyle and the consumption process
Copyright  2007 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins
Slides prepared by Dr Wayne Binney
12-23
Continuum for lifestyle measurements
Lifestyle measurements can be constructed
with varying degrees of specificity.
Copyright  2007 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins
Slides prepared by Dr Wayne Binney
12-24
Several components of AIO questionnaires
Copyright  2007 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins
Slides prepared by Dr Wayne Binney
12-25
VALS Lifestyle System
Copyright  2007 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins
Slides prepared by Dr Wayne Binney
12-26
The 8 psychographic segments of VALS
• Innovators
• Thinkers and Believers: ideals motivated
• Achievers and Strivers: achievement motivated
• Experiencers and Makers: self-expression
motivated
• Survivors
Copyright  2007 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins
Slides prepared by Dr Wayne Binney
12-27
Shortcomings of VALS
• Measures of individuals - some decisions are by
households
• Few individuals have ‘pure’ primary motivations, a
secondary motivation may be very influential
•
VALS may not be useful for products that are
evenly spread over all VALS types as it is for egoinvolved purchases, e.g. laundry detergent
Copyright  2007 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins
Slides prepared by Dr Wayne Binney
12-28
VALS Survey
Try it for yourself!
http://www.sric-bi.com/VALS/
presurvey.shtml
Copyright  2007 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins
Slides prepared by Dr Wayne Binney
12-29
Roy Morgan Research’s Values
Segment System: the Segments
•
•
•
•
•
•
•
•
•
•
Young optimism (8%)
Socially aware (14%)
Something better (7%)
Visible achievement (18%)
Look at me (11%)
Conventional family life (10%)
Traditional family life (20%)
Real conservatism (5%)
A fairer deal (4%)
Basic needs (3%)
Copyright  2007 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins
Slides prepared by Dr Wayne Binney
12-30
Geo-demographic lifestyle analysis
• Analysis focusing on the demographics of
geographical areas
• based on the belief that lifestyle and therefore
consumption are largely driven by demographic
factors
• Based on research that shows that neighbours
have shared patterns of consumer behaviour
towards goods, services, media and promotions.
• An example is Mosaic Australia
Copyright  2007 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins
Slides prepared by Dr Wayne Binney
12-31
Next Lecture
Chapter 13:
Household Structure and
Consumption Behaviour
Copyright  2007 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins
Slides prepared by Dr Wayne Binney
12-32