Page 193 - Marketing the Basics 2nd

Market research 185
Demographics are increasingly important for marketers to consider, this is especially true for Western Europe where birth rates are well below replacement levels. For example, in Italy the birth rate is 1.23 children per woman, the second lowest in the Western world. This will have dramatic ramifications for Italian society, as fewer young people will be supporting a growing number of retirees. It also has implications for marketing in Italy; products which appeal to older people – reading glasses, golfing shoes – will be in greater demand and the need for baby clothes will decline.
paRenTs
Finally, a person’s family also influences their choices. Parents play a crucial role in a child’s development. Everything from the food the child eats to the value system the child adopts is influenced by parental decisions. Over time, the influence of parents decreases. Marketers have discovered that the ‘skirt tug’ factor is increasingly playing a larger role in purchasing decisions. Perhaps because children are more adept at learning new technologies, it is the children who convince the parents that they need a new computer, DVD player or iPod.
peRsonaL facToRs
Besides cultural and social factors, personal characteristics such as roles, occupation, lifestyle and personality affect a buyer’s choice. Roles are a set of activities a person is expected to perform in a particular social setting. The expected behaviours of a manager are very different than those of a parent, though one can be both. Each role a person adopts thus affects their purchasing decisions. A person’s occupation is another factor to consider. Those who work in the construction industry require rugged, heavy-duty tools and clothing. What’s more, they’re likely to eat larger quantities of food ostensibly to replenish the nutrients they burn building our homes and office towers. A third factor that influences a buyer’s choice is their lifestyle. Lifestyle is similar to culture in that it reflects a person’s pattern of living and interacting with the world. Where it differs is that lifestyle choices are personal attitudes and opinions, whereas cultural ones are imposed by society. Hip hop