Why People Buy Things They Don't Need Understanding and Predicting Consumer Behavior by Pamela N. Danziger

Author:Pamela N. Danziger [Danziger, Pamela N.]
Language: eng
Format: epub
Tags: Macroeconomics, Consumers, Marketing, Economics, Research, Consumer Behavior, Marketing research, Consumers - Research, General, Business & Economics
ISBN: 9780793186020
Publisher: Chicago : Dearborn Trade Pub., 2004
Published: 2004-04-15T04:00:00+00:00

Demographic Variables

It's no surprise that women (80 percent of all women) buy more women's apparel than men (47 percent of men). While the younger consumers, aged 18 to 44, have the highest overall purchase incidence, shoppers aged 45 to 64 still buy women's apparel actively. Purchase incidence drops sharply after age 65. All regions and ethnicities buy women's apparel.

This category skews toward a more affluent market, with incomes of $50,000 and more. The highest-income households, $75,000 and above, are the most active, making the comments of the affluent women shoppers above even more poignant. Educational levels link with purchase, so the more educated consumers buy at a higher incidence. The presence of children in the home and living in a two-person-or-larger household also correlate with higher purchase incidence of women's apparel.

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