三、 Demographics and Psychographics Demographics Correct structural design product facts and physical world Understanding of the intended receiver of the communication Consumption habits and motivations of population segments Purchase decision in the targeted audience Realms of demographics and psychographics Demography: specific, easily quantifiable classifications information gend residence cultural background ethnic background education level marital status family size socioeconomic status geographic factors religious factors Anticipating market, future packaging needs Some can be difficult to project Broad demographic categorizations二 、Demographics and Psychographics 1. Demographics ⚫ Correct structural design product facts and physical world Understanding of the intended receiver of the communication. ⚫ Consumption habits and motivations of population segments Purchase decision in the targeted audience Realms of demographics and psychographics. ⚫ Demography: specific, easily quantifiable classifications information gender age occupation residence cultural background ethnic background education level marital status family size socioeconomic status geographic factors religious factors ⚫ Anticipating market, future packaging needs. ⚫ Some can be difficult to project. ⚫ Broad demographic categorizations