The word demographic can be related to the structure of populations or a particular sector of a population. Most of the marketers nowadays believed that the demographic segmentation bases are the most popular and practical segmentation bases. Kotler(1984, p. 255) states that “demographic variables are the most popular bases for distinguishing customer groups”, possibly because the ease with which this kind of data can be collected. Demographic segmentation divided the market into groups of basis variables which consists of age, sex, income, and social class. Age
Consumer needs and want usually change with the time changed.Segmenting market by age often involves diversifying pricing and colour options, and adjusting features to fit the anticipated needs and expectations of each age group. Marketers use variety of term to differentiate each age group which is consist of newborns, infants, young childrens, tweens, teens, young adults, adults, baby boomers and seniors. Each group mostly have different needs and wants. For example, we take teen, adult and senior. The teens group mostly interested in apparel that enhances personalization and self-expression, because they want their appearance reflect their personality and lifestyle. The profit maximization can be achieved if a company can distinguish teens current lifestyle. Teens market can be concentrated on fashion and technology. Meanwhile, adults group consume or purchase more in safety such as insurance and they tend to make investment for their retirement time such as well furnish home. Senior group’s consumption and purchasing power lower than the other groups. They tend to purchase more on health product because at their age, health problem cannot be avoided. Sex/Gender
Gender segmentation is commonly used within the cosmetic, clothing, and magazine industry. However nowadays marketers concentrate their target market more on women or female because their purchasing power is greater...
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