Personal demographics are basic measurable characteristics of individual consumers and groups such as age, gender, ethnic background, education, income, occupation, and marital status. Demographics are the most popular method for segmenting markets because groups of people with similar demographics have similar needs and interests that are distinct from other demographic segments. Also, demographics are easier and cheaper to measure than more complex segmentation variables such as personality and consumer behavior.
- CHAPTER 2 Markets, Market Segmentation, and Consumer Behavior
- from Record Label Marketing, 2nd Edition
- Publisher: Focal Press
- Released: July 2012
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