The New Demographics and Market Fragmentation
研究认为人口结构变化将导致大众市场碎片化，通过实地调查发现不同人口特征群体在超市购物准备和执行上与传统购物者存在显著差异，对零售商和制造商有启示。
The underlying premise of this article is that changing demographics will lead to a splintering of the mass markets for grocery products and supermarkets. A field study investigated the relationships between five demographic factors—sex, female working status, age, income, and marital status—and a wide range of variables associated with preparation for and execution of supermarket shopping. Results indicate that the demographic groups differ in significant ways from the traditional supermarket shopper. Discussion centers on the ways that changing demographics and family roles may affect retailers and manufacturers of grocery products.