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Consumer Demographics - MKTG216

This unit focuses on the application of a range of demographic skills and techniques in analysing and understanding consumer populations, market segmentation and demographically diverse consumer behaviour. It emphasises the importance of life cycle as an analytical framework that shapes the demand for goods and services at various stages of life of consumer population. Application of basic statistical techniques will be included. Some of the topics covered include: gendered consumer behaviour and cohort effects, market segmentation, demographic dynamics and market changes, ageing and substitution effects, life cycle and household consumption, and age and product substitution. Examples of Australian consumers and markets will be extensively discussed and international comparisons will also be considered.

Credit Points: 3
When Offered:

S1 Day - Session 1, North Ryde, Day

S2 Day - Session 2, North Ryde, Day

Staff Contact(s): Associate Professor Fei Guo

24cp at 100 level or above Prerequisite Information


NCCW(s): DEM255
Unit Designation(s):



Unit Type:
Assessed As: Graded
Offered By:

Department of Marketing and Management

Faculty of Business and Economics

Course structures, including unit offerings, are subject to change.
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