When you finish this chapter, you should: Understand how population growth is shifting in different areas and for different age groups, obtain a feel for the size and importance of Canada''s ethnic and French Canadian markets. Know about the distribution of income in Canada, know how consumer spending is related to family life cycle and other demographic dimensions, appreciate the relationship between family lifestage and consumer spending, understand the important new terms (shown in the margins).
Chapter 5: The Canadian Consumer Market: Demographic and Economic Dimensions For use with Shapiro, Wong, Perreault, and McCarthy texts Copyright © 2002 McGraw-Hill Ryerson Limited Identifying Potential Markets Money Growth Concentration Literacy 52 Focus: Relative Buying Power Focus: Rate of Growth Focus: Population Density Focus : Communication Concerns For use with Shapiro, Wong, Perreault, and McCarthy texts Copyright © 2002 McGraw-Hill Ryerson Limited Canadian Population Trends Regional Differences Shifts to Suburban Areas Key Key Domestic Domestic Trends Trends Household Composition 53 Birthrate Aging Population For use with Shapiro, Wong, Perreault, and McCarthy texts Copyright © 2002 McGraw-Hill Ryerson Limited Ethnic Dimensions in Canada Buying Buying Behaviour Behaviour Growth Growth Rate Rate 54 Median Median Income Income Growth Growth Accurate Accurate Target Target For use with Shapiro, Wong, Perreault, and McCarthy texts Copyright © 2002 McGraw-Hill Ryerson Limited The French Canadian Market What What is is it? it? 55 Where Where is is it? it? For use with Shapiro, Wong, Perreault, and McCarthy texts Copyright © 2002 McGraw-Hill Ryerson Limited Income Distribution Percent of Total Income 50 40 41.5% 30 20 23.6% 17.2% 10 6.1% 11.7% Lowest 20% Income Group 56 Middle 20% Income Group Top 20% Income Group For use with Shapiro, Wong, Perreault, and McCarthy texts Copyright © 2002 McGraw-Hill Ryerson Limited Consumer Spending Patterns Disposable Income Discretionary Income Key Key Terms Terms and and Issues Issues Expenditure Data 57 Family Life Cycle For use with Shapiro, Wong, Perreault, and McCarthy texts Copyright © 2002 McGraw-Hill Ryerson Limited ... Growth Growth Rate Rate 54 Median Median Income Income Growth Growth Accurate Accurate Target Target For use with Shapiro, Wong, Perreault, and McCarthy texts Copyright © 2002 McGraw-Hill Ryerson... Birthrate Aging Population For use with Shapiro, Wong, Perreault, and McCarthy texts Copyright © 2002 McGraw-Hill Ryerson Limited Ethnic Dimensions in Canada Buying Buying Behaviour Behaviour... with Shapiro, Wong, Perreault, and McCarthy texts Copyright © 2002 McGraw-Hill Ryerson Limited Canadian Population Trends Regional Differences Shifts to Suburban Areas Key Key Domestic Domestic