Understanding your Sales Demographics

What are Demographics?

Demographics is defined as a statistical view of a population, generally including age, gender, income, schooling, occupation and so on.

• They are the statistical component of marketing used to identify population segments by specific characteristics.
• They describe who we are as individuals, for example: ethnicity, age/generation, gender, income, marital status, education, and home ownership.
• It affects all the choices a business owner makes in developing a marketing plan. Using demographics gives you a head start in understanding your market.
• It is the ultimate categorization tool because grouping consumers based upon characteristics allows organizations to better serve the needs of their ideal customers.

Hence a sales related definition would be: “The characteristics of human populations and population segments, especially when used to identify consumer markets”.

Whereas in terms of marketing, it means “selling a product or service to the person most likely to buy it based on their unique needs and preferences”.

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