BUAD 307





06--The Marketing Environment

Demographics involve statistical characteristics of a population or subpopulation--e.g., the distribution of income, percentage of households owning a house, levels of educational attainment, or ethnicity. Changes in demographics can have a large impact on the demand for certain product categories. For example, with much of the growth in U.S. population coming from immigration rather than from child births, Gerber and other firms that focus on babies may face a shrinking market. An increasing number of older consumers creates demands for goods and services desired by this population--e.g., products to help alleviate certain ailments, electronics that require less manual dexterity to operate, and activities for people who are retired but still have the energy to live active lifestyles.

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