MKT 100 Chapter 3: MKT 100 – Principles of Marketing Chapter 3 Notes.docx
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MKT 100 Full Course Notes
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Demographics indicate the characteristics of human populations and segments, especially those used to identify consumer markets, such as age, gender, income, race, ethnicity, and education: general cohort a group of people of the same generation typically have similar purchase behaviours because they have shared experiences and are in the same stage of life, tweens generation cohort of people who are not quite teenagers but are not young children either (ages 9 to 12), they"re in between. Education: studies show that higher levels of education lead to better jobs and higher incomes, moreover, average annual earnings are higher for those with degrees than for those without, marketers can combine education level with other data such as occupation and income to obtain pretty accurate predictions of purchase behavior, college and university students tend to be engaged in playing sports and going to nightclubs, whereas the high school graduate more likely watches sports and goes to bars.
