Demography is primarily concerned with the characteristics
of the population which make up a market. I includes study of factors like size and
growth rate of population, age distribution of people, ethnic composition, educational
levels, household patterns, regional characteristics of people, and the nature of
population movements taking place.
In general, demographic
data is best obtained from secondary sources which include population statistics
available from government agencies and some private market research organization that
collect and sell such information on regular basis.
The
kind of demographic information that a company engaged in the business of operating hair
and spa business in a locality and looking for expansion opportunity would center around
finding regions that have high population of people with the kind of demographic profile
that its customer are likely. The question would definitely depend on what these
demographic characteristics are. But I believe the kind of information that will be
relevant will include comparison of different regions or areas on the basis
of
- Total population and population
density. - Income
distribution - household and family
pattern - Profession
distribution. - Age
distribution - Education
distribution - Kind of lifestyles
followed - Ethnic
composition
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