Shifts in Cultural Values and Demographics

SHIFTS IN CULTURAL VALUES AND DEMOGRAPHICS

First of all, we need to understand what are culture and demographic, and why is it so important in our society? Based on my research, culture is a collective programing of the mind, which distinguished the member of one human group from another. It is also the sum of total of the learned behavior of a group of people that are generally considered to be the tradition of that people and are transmitted from generation to generation (Hofstede, G. 1997). Demographic is a group of consumers that share a collection of market relevant attribute. It is very important for marketing to concern how to serve your customers and consumers effectively. (Vinay Shriyan) Most of business always focuses on developing a good marketing process and program, but they are not aware that demographic, and culture shift are really a big major affecting customer, consumer behavior, and marketing function (Jagdish N. Sheth, www.jagsheth.net). This paper is about the change in demographic and culture that create threats to some business and opportunities to others.

First, we are going to examine the impact of demographic trends on consumption behavior. Demographic has been always the big interest to marketers. We are going to evaluate the demographic shift occurring in the US and the changes in customer and market behavior. As I mentioned above, demographic share a collection of market relevant attributes, this can be used to increase sales, loyalty, and product improvement. Here are some examples from my research, “Murphy and Staples examined the family life cycle and its impact of consumption patterns. Similarly, Burnett used demographic information to discriminate between blood donors and non- donors; McCann and Reibstein used demographic trends to forecast change in product demand; and Kalyanam and Putler examined the effect of demographic variables on brand choice. In spite of the presence of demographic data in marketing research,...