The New Demographics and Market Fragmentation
The New Demographics and Market Fragmentation
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DOI：
10.1177/002224298504900306
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发表时间：
1985-01
影响因子：
12.9
通讯作者：
V. Zeithaml
中科院分区：
文献类型：
--
作者：
V. Zeithaml
本文的基本前提是，人口结构的变化将导致杂货产品和超市的大众市场分裂。一项实地研究调查了五种人口因素——性别、女性工作状况、年龄、收入和婚姻状况——以及与准备和执行超市购物相关的各种变量之间的关系。结果表明，这些人口群体与传统超市购物者存在显着差异。讨论的重点是人口统计和家庭角色的变化可能会影响杂货零售商和制造商。
The underlying premise of this article is that changing demographics will lead to a splintering of the mass markets for grocery products and supermarkets. A field study investigated the relationships between five demographic factors—sex, female working status, age, income, and marital status—and a wide range of variables associated with preparation for and execution of supermarket shopping. Results indicate that the demographic groups differ in significant ways from the traditional supermarket shopper. Discussion centers on the ways that changing demographics and family roles may affect retailers and manufacturers of grocery products.