CH07 - Demographics, Psychographics, Values, and...

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Unformatted text preview: Demographics, Psychographics, Values, and Personality CHAPTER 7 Analyzing and Predicting Consumer Behavior Demographics Personality Values Lifestyles • • • • • • – 89 65 8.62% 7% – =(65 /0-14 )*100 • 80 24.79% & 89 40.85% – =(0-14 +65 )/ 15-64 *100 • 80 48.96% & 89 42.32% – : www.moi.gov.tw- 42.07 42.33 8.81 90 42.32 40.85 8.62 89 42.60 39.40 8.44 88 43.30 37.59 8.26 87 44.22 35.65 8.06 86 44.94 33.95 7.86 85 45.78 32.13 7.64 84 46.60 30.22 7.38 83 47.60 28.24 7.10 82 48.32 26.41 6.81 81 48.96 24.79 6.53 80 % % % ( ) • birthrate • natural increase • fertility rate 15~44 • total fertility rate, TFR • cohort analysis • cohort • 1946~1964 7,400 • 1980 yuppies — — young urban professionals • muppies — — middle-aged urban professionals • — — • cognitive age • – 51.14% 48.86% – : 80% 75% 82% – • 1,287 3.48 642,594 184,444 499 • 1,336 3.45 1,012,607 293,406 758 1,431 3.40 370,013 108,962 259 • 232 3.68 6,893,887 1,897,122...
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CH07 - Demographics, Psychographics, Values, and...

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