Demographic Targeting
The Essential Role of Population Groups in Retail Marketing
Routledge Revivals Series

This title was first published in 2002: Retailers who ignore the demographics of their customers do so at their peril. Examining the role of age and gender in the behavior and patterns of shoppers, this book looks at all shoppers as members of distinct demographic groups, each of which marches to the beat of its own drum. We can say a lot about people and their shopping behavior simply by examining their demographic group membership. For example, we can say that middle-aged shoppers have less time available for shopping, but more money. Such ideas provide valuable information about how to sell to them. Demographic targeting is the key to success when it comes to modern retailing. This book takes a look at shopping from the perspective of demography and considers the demographic group to be a crucial concept for understanding the modern shopper.

Contents: Demographics and shopping: introduction; The young parenting and infant demographic: time-pressed; Young children: the end of the age of innocence; Pre-teens: the shopping pressures of growing up; Teens: shopping for an identity; The young single demographic: shopping for self-esteem; The young married democratic: shopping as grown-ups; The busy demographic: the most important group; The baby boomers: shopping for emotional reasons; Conclusion; Index.