Continued use of a certain promotional activity should be contingent on consumer response. If an advertisement was placed in the newspaper or local shopping paper, customers should be asked if they saw the advertisement. If a coupon was included in the advertisement then the coupon should be collected, preferably with the customer's name and address or e-mail as a way to build a customer list, so that the number of coupons redeemed can be compared to the number printed and expense incurred.
This information will also help the retailer determine whether the amount of the promotional budget spent on the advertisement resulted in the desired return on investment. This evaluation method should also be used to determine whether in-store promotions or public relation efforts effectively informed customers about the business.
Market research will still need to be done after final product selection is made. The best way to do this is to monitor consumer reaction to goods and services offered and determine whether foot traffic and sales have changed. Additional decisions can then be made to further alter product assortment. Consideration will also need to be given to the number of 'core' or 'target' customers that live within the selected market area.
Agricultural businesses that accomplish the task of learning about these audiences will certainly experience rewards by knowing what products to offer that would interest their customers. Interim projections of the U.
National Gardening Association. South Burlington, VT. Cheeseman Day, J. Janus, and J. Computer and internet use in the United States: Census Bureau. Loechner, J. Center for Media Research Brief. Mitchell, S.
American Generations: Who they are. How they live. What they think. New Strategist Publications, Inc. Ithaca, NY. Pontell, J. About Generation Jones.
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If retailers don't know what customers want, or ignores requests, clientele may choose to shop elsewhere. Instead, learn about consumers and their interests. What are Demographics? Demographics: Generations Members of the lawn and garden industry have promoted container gardening and the use of raised garden beds as a way for 'Baby Boomers' and 'Mature' generations to garden without having to bend over.
Demographics: Ethnicity For the past several years, the population of certain ethnic groups has increased, particularly those who are of Asian and Hispanic or Latino descents. Agricultural retailers or producers who offer foods could produce vegetables, flours, grains, and other ingredients used by ethnic groups on a day-to-day basis and when preparing meals for Chinese New year mushrooms, bamboo shoots, and bean sprouts.
If this approach is pursued, it will be important to know which vegetables are commonly used by each ethnic group. It will also be important to learn about the meaning that certain ingredients convey.
Examples include: Chinese lettuce prosperity and turnip good omens. Those who grow plants and flowers can also market their products to ethnic groups who wish to incorporate these items into traditional ceremonies.
Demographics: Income Disposable income or net income is the amount of money that an individual has available to pay for expenses minus taxes and deductions.
If the 'core' customer has a limited income then goods and services marketed to them should be within a price range that is affordable. Products marketed to more affluent consumers,however, would be manufactured, packaged, and promoted in a manner that would reflect their level of quality and prestige and would be priced accordingly.
Agricultural businesses that offer food items classified as specialty foods might be considered as supplying a 'want' and would have to develop a marketing strategy to appeal to consumers with a higher income level. For example, a marketer might speak of the single, female, middle-class, aged 18—24, college-educated demographic. Country of birth of Swedes in Demographics can be measured in a variety of ways. The map shows an estimation of foreign-born residents in Sweden. Researchers examining demographics typically have two objectives in mind: first, to segment the market by determining which subgroups exist in the overall population; and second, to create a clear and complete picture of the characteristics displayed by typical members of each segment.
Once these profiles are constructed, marketers can use them to develop the targeting strategy and accompanying marketing strategy and marketing plan. With demographic profiles about target segments in hand, marketers evaluate the marketing mix.
They make recommendations about whether to change, decrease, or increase the goods or services offered. Based on demographic data, marketers may adjust product features, distribution strategy, or other factors in order to reach a market segment that has the most potential.
A demographic profile can be very useful in determining the promotional mix and how to achieve maximum results. Advertising is usually part of the promotional mix, especially when businesses are still in the early stages of entering a global market and launching products that are new to that market. Advertisers want to get the most results for their money, and so in global markets as in domestic markets, careful media research is conducted to match the demographic profile of the target market to the demographic profile of the advertising medium.
Demographic profiling is essentially an exercise in making generalizations about groups of people. Developing a marketing plan that appeals to your core demographic enables you to spend your marketing budget most effectively, purchasing advertising through the types of media that your target market uses.
Teens and young adults get most of their information online, so Internet advertising is a smart way to reach them. If you offer a product that appeals to an intellectual audience, you are more likely to reach them by sponsoring public radio than by advertising on a pop music station. Although using demographics to focus your marketing efforts offers the advantage of understanding and appealing to your target customers, demographic marketing has limitations. If you sell a product with a potentially broad appeal but limit your marketing message to attract a single demographic, you may alienate other potential customers.
A car company that uses rap music to sell cars to young adults may risk losing the business of older customers who stereotype rap music as violent and angry. Devra Gartenstein is an omnivore who has published several vegan cookbooks.
She has owned and run small food businesses for 30 years.
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