Chapter 1: An Introduction to Consumer Behavior

Segmenting Consumers by Demographic Dimensions

• Demographics are Statistics That Measure Observable Aspects of a Population Such As:

• Age

• Family Structure

• Gender

• Race and
• Ethnicity

• Geography

• Social Class
• and Income

Consumers’ Impact On Marketing Strategy: Building Bonds With Consumers

• Relationship Marketing occurs when a company makes an effort to interact with customers on a regular basis, and gives them reasons to maintain a bond with the company over time.
• Database Marketing involves tracking consumers’ buying habits very closely, and crafting products and messages tailored precisely to people’s wants and needs based on this information.