Demographics of Consumer
Markets
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What is Demography?
• Demography is the study of human populations
(their size, composition and distribution across
place, and the process through which populations
change.
• Births, deaths and migration are the ‘big three’ of
demography, jointly producing population stability
or change
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
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Demographic Dimensions
• Important operational dimensions for
understanding market segments and developing
marketing mixes
– Much good data is available
• Important for determining size of consumer target
markets
– Is the market substantial?
• Seeing demographic trends helps identify
opportunities
– Shifts in age distribution
– Geographic growth/decline
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What is Population?
A population is all the organisms that
both belong to the same group
or Species and live in the
same geographical area.
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Population Trends
Increasing Density
Increasing Urbanization
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Growth Trends Young and Old
Key Trends
Population Growing,
but…
Birthrate – Boom or
Bust?
Graying
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Trends in Households and Families
Married Couple
without children
High Divorce
Rate
Single Adult
Households
“Traditional”
Family
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Different Types of Spending
Taxes
Total
Income
Disposable
Income
Necessities
Disposable
Income
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Discretionary
Income
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Family Life Cycle Implications
Acceptance of new ideas
Reallocation for teenagers
Key
Issues
Senior citizens
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Empty nesters
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Population Of Pakistan
• The Population in Pakistan was reported at 163.77
millions persons in 2009, according to the
International Monetary Fund (IMF)
• Estimated Population of Pakistan on Mar 18, 2012
179019103 according to
POPULATION CENSUS ORGANIZATION.
• In 2015, Pakistan's Population is expected to be
180.54 millions person.
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Population of Pakistan (cont’d)
• In general, it has also been found that where there
is rapid population growth and high fertility rates,
poverty incidence is also highest.
• More people, of course, means a further drain on
resources.
• The principle holds true within individual
households. “Allah has given us eight children. We
are fortunate
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Population Causes Over Population
Obstacles (cont’d)
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Dangerous for economic development
Lower per capital income.
Low rate of savings.
Problems for education sector.
Housing problems.
Food shortage
Population and capital formation.
Unemployment.
Population and environment.
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
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Demography Of Pakistan
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Nationality
Pakistani
Ethnic groups
Punjabi 44.68%, Pashtu (Pathan) 15.42%, Sindhi
14.1%, Sariaki 8.38%, Muhajirs 7.57%, Balochi
3.57%, other 6.28%
• Religions
• Muslim 95% (Sunni 75%, Shia 20%), other (includes
Christian and Hindu) 5%
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Demography Of Pakistan (cont’d)
• Population on Mar 18, 2012
179019103
• Age structure
• 0-14 years: 35.4% (male 34,093,853/female 32,278,462)
• 15-64 years: 60.4% (male 58,401,016/female 54,671,873)
• 65 years and over: 4.2% (male 3,739,647/female 4,157,870)
• Median age
• total: 21.6 years
• male: 21.5 years
• female: 21.6 years
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Demography Of Pakistan (cont’d)
• Population growth rate
• 1.573%
• Birth rate
• 24.81 births/1,000 population
• Death rate
• 6.92 deaths/1,000 population
• Net migration rate
• Net mi-2.17 migrant(s)/1,000 population
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
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Demography Of Pakistan (cont’d)
• Languages
• Punjabi 48%, Sindhi 12%, Saraiki (a Punjabi
variant) 10%, Pashtu 8%, Urdu (official) 8%,
Balochi 3%, Hindko 2%, Brahui 1%, English
(official; lingua franca of Pakistani elite and
most government ministries), Burushaski,
and other 8%
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
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Demography Of Pakistan (cont’d)
• Literacy
• definition: age 15 and over can read and write
total population: 49.9%
male: 63%
female: 36% (2005 est.)
• Education expenditures
• 2.7% of GDP (2009)
• Health expenditures
• 2.6% of GDP (2009)
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
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Demography Of Pakistan (cont’d)
• Urbanization
• urban population: 36% of total population(2010) .
• rate of urbanization: 3.1% annual rate of change
(2010-15 est.)
• Gender ratio
• at birth: 1.05 male/female
under 15 years: 1.06 male/female
15-64 years: 1.09 male/female
65 years and over: 0.92 male/female
total population: 1.07 male/female (2011 est.
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
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Demography Of Pakistan (cont’d)
• Life expectancy at birth
• total population: 65.99 years
male: 64.18 years
female: 67.9 years (2011 est.)
• HIV/AIDS - adult prevalence rate
• 0.1% (2009 est.)
• People living with HIV/AIDS
• 98,000 (2009 est.)
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
Slide 23 of 31
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3 – Demography-Explored-Accounted for Pakistan