This title was first published in 2002: Retailers who ignore the
demographics of their customers do so at their peril. Examining the
role of age and gender in the behavior and patterns of shoppers,
this book looks at all shoppers as members of distinct demographic
groups, each of which marches to the beat of its own drum. We can
say a lot about people and their shopping behavior simply by
examining their demographic group membership. For example, we can
say that middle-aged shoppers have less time available for
shopping, but more money. Such ideas provide valuable information
about how to sell to them. Demographic targeting is the key to
success when it comes to modern retailing. This book takes a look
at shopping from the perspective of demography and considers the
demographic group to be a crucial concept for understanding the
modern shopper.
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