Buyographics: How Demographic and Economic Changes Will by M. Carmichael

By M. Carmichael

Buyographics follows 11 American households and explores how their existence judgements impression client habit. this isn't only a info ebook, simply because every one of those numbers - in datasets large and small - is someone. As you learn their tales, developments come to lifestyles and supply a better knowing of ways to arrive your objective.

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Additional resources for Buyographics: How Demographic and Economic Changes Will Reinvent the Way Marketers Reach Consumers

Sample text

The reason BlackRock cites? 16 We’re fueled by it and it leads us to make irrational purchasing decisions. Behavioral economists would point out that we behave irrationally in predictable ways. While marketers often forget that people are irrational— or at least rarely put it in those terms—it’s the very premise that makes advertising work. If we behaved rationally, all advertisers would have to do is convince us that their product is better than the other guy’s. But it doesn’t work that way. They still have to sell us on the product, on our emotional connection to the brand, and on our fundamental desire to own it in the first place.

For instance, the top 7 percent of consumers accounted for almost a third of spending in audio/video electronic goods and nearly half of spending in the floor-covering market. S. Bureau of Labor Statistics, 2011 Consumer Expenditure Survey Survey. Exceptions include tobacco and expenses like rent that don’t really relate to the homeowner-heavy affluent lifestyle. ” Roughly 18 percent of households earn more than $100,000 a year. Looking at this top earning group gives us a good chunk of “upper-middle-class” types as well as varying degrees of true affluence.

It’s an interesting fact for luxury brands. Many of their customers aren’t affluent. We tend to assume that people behave rationally. That’s simply not true at all, and one could argue that it’s especially not true when it comes to money. You need look no further than the fact that individual investors have underperformed in every major investment class in the last twenty years, according to the investment giant BlackRock. They have even underperformed inflation. The reason BlackRock cites? 16 We’re fueled by it and it leads us to make irrational purchasing decisions.

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