Demographic Targeting: The Essential Role of Population Groups in Retail Marketing

The retailer who ignores the demographics of his customer does so at his peril. Demographic targeting is the key to success when it comes to modern retailing and this book takes a look at shopping from the perspective of demography as a crucial concept for understanding the modern shopper. The book: looks at the role of age and sex in the shopping behaviour and patterns of shoppers; argues that shoppers shop different levels, ranging from an elementary one, where we satisfy our most basic needs - like those for food and shelter - to one where we satisfy our highest psychological needs - like those for inner emotional fulfilment; suggests that when it comes to shopping, our lower level needs have been met and that we are now shopping on a higher plane, where a higher level of needs is being satisfied.