CHANGING DEMOGRAPHICS: STIMULUS FOR NEW PRODUCT IDEAS

1 February 1984

journal article
Published by Emerald Publishing in Journal of Consumer Marketing

Vol. 1 (2) , 35-43
https://doi.org/10.1108/eb008093

Abstract

In their continuing quest for new product ideas, marketers are directed to the U.S. Census figures where they can identify shifting populations and newly emerging demographic entities. Rather than relying on old stereotypes for direction, marketers must study the changed values, attitudes, lifestyles and self‐image of these groups. Using qualitative research techniques, the author says will result in implications for new product development, production, sales and marketing. The author identifies three groups whose lifestyles she has studied and who fit the parameters described above: Working women, singles and the 50‐plus age group. Opportunities for marketers are suggested as she describes their changed lifestyles which create a need for new products and services.

Keywords

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