Handbook of Demographics for Marketing and Advertising by William Lazer

By William Lazer

Bargains agents, advertisers, and scholars serious information regarding the demographic advancements that form the buying and dwelling styles of yankee shoppers. DLC: shoppers united states

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Market focus in decades, 1950s-2000. and early 1990s saw a shift from the young marrieds to the early-middle-agers. The 1990s and the decade beginning in 2000 will embrace the late middle-agers and a shift to older and more mature consumers. As the population continues to age, and people live longer, the older population groups will become more prominent. Since older women, in general, and married women, in particular, outlive their male age-mates, aging single females, widows, and never-marrieds will make up an increasingly important portion of our population.

S. population. 7 percent in 1960. Projections are that the proportion will increase to over 14 percent by 2040. The implications are that cities like Miami, Los Angeles, and Houston, with large proportions of the foreign-born, may experience cultural strain, conflict, and adjustment-among ''natives," domestic minorities, and immigrantssimilar to those confronted by New York and Boston at the turn of the nineteenth 22 Page 23 century. Some cities will feel the results of clusterings of foreign-born entrepreneurs, such as Koreans, Cambodians, or Vietnamese.

Clothing manufacturers that have ignored the preference of aging males for casual slacks and sweat suits, and that have neglected to design jeans to fit older frames. Service businesses that have ignored population shifts to the West and the South. Demographics and Market Focus Changes in age distributions portend changes in the outlook for general market opportunities over time. As different age groups grow or decline, they affect market potential and signal business adjustments. In a sense the broad, general market focus of each decade may be characterized as in Figure 1-2.

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