Consumer Demographics and Behaviour

• Section I - Basic Issues: Market Size and Composition: 1: The Making of Markets,- 2: Perspectives on Consumer Behaviour.- 3: Towards Consumer Demographic Perspectives.- Section II - Demographic Change, Markets and Consumption: 4: Population Growth in Global Markets.- 5: Growth of Global Markets.- 6: Life Cycle: Consumption, Consumer Income and Savings.- Section III - Consumption, Income, Age, Cohort and Gender.- 7: Consumer Allocation Patterns.- 8: Market Segmentation and Income Distribution.- 9: Age, Preferences and Market Segmentation.- 10: Gendered Preferences and One-Person Households.- 11: Age and Product Substitution and Cohort Preferences.- 12: Demographic Perspectives on Consumer Behaviour and Implications for the Future.

From the reviews: "A must read for those trying to analyse the people of various places and their changing needs. The narrative of the book is lucid for the students and researchers to understand. ... The book illustrates the linking of the market segmentation variables with the demographic profiles. The uniqueness of this book is its explanation of marketing theories with the help of data from the various global markets. ... a reference book for the social anthropologists, the marketing experts and the consumer behavior theorists." (Sarmistha Sarma, DCAS Journal of Management and IT Applications, June-July, 2013)