Fundamentals of Business

Demographic profile

7.1.12 Demographic profile

A demographic or demographic profile is a term used in marketing and broadcasting, to describe a demographic grouping or a market segment. This typically involves age bands (as teenagers do not wish to purchase denture fixing agent), social class bands (as the rich may want different products than middle and poorer classes and may be willing to pay more) and gender (partially because different physical attributes require different hygiene and clothing products, and partially because of the male/female mindsets).

A demographic profile can be used to determine when and where advertising should be placed so as to achieve maximum results. In all such cases, it is important that the advertiser get the most results for their money, and so careful research is done to match the demographic profile of the target market to the demographic profile of the advertising medium.

A good way to figure out the intended demographic of a television show, TV channel, or magazine is to study the ads that accompany it.

For example, in the United Kingdom the television program 'Loose Women' on ITV airs from 12 p.m. and is Sponsored by Maltesers.

Chocolate indulgence is women best snack. This indicates that the target demographics are women and parents with young children, both of which would be home at that time of day and see that show. Another example would be UEFA Champions league sponsors 2007/08

The target audience is men, as majority of football lovers are men, products behind the advertisement are considered macho. Beer, Computer games, cars e.g.
The commercials on the two examples above (used for product placement ). Demography is important to enterprises for three main reasons: for example, within United Kingdom First, the size of population helps to determine the total number of things demanded. For example in UK

UK population is on decline, because people live longer, and fewer children are born. This is a problem for some enterprises not all.
Second, the age structure of the population will affect the types of products demanded.
Young people have some demand similar to old people like food, shelter and clothing but as well as specific needs for young people.

For example, sportswear companies like Nike, adidas, their intended market is youth, which is why they use superstars in sports, entertainment to endorse their products.
Most enterprises use demographic profiles to exactly target the right consumer of their products.
Third, The regional distribution of the population will determine the locations of most demand.
In UK, Majority of people live in towns or cities, most people in UK live in the Southeast and Midlands regions of England.