Our society is in the change. A decline in the birthrate, ageing and a shrinking population have moved during the last years rightly in the centre of the public discussion and shift the demographic frame in a not known way up to now. The demographic change is a sign of this time and will exercise a big influence on the social development.
Demographic developments can lead to the fact, that market relations as well as the size and the growth of markets change substantially by what new markets and new sales opportunities can originate from (cf. Kuß/ Tomczak, 2004, p.76f). Because the demographically conditioned changes of the markets slowly take place, it is already today important for enterprises to explore the needs and preferences of the older customer group. Previous to the background of the demographic change, the good and service offer just as internal processes of development and not least the communication with the customer must be considered. This is the only way enterprises can early position themselves to work on this already growing and in future gigantic market (cf. Heitzer-Priem/ Hertling/ Ratazzi-Förster, 2011, p.13).
Market research can help the decision maker to recognize trend statements (forecasts), timely market changes and consumer trends and to act accordingly (cf. Steinmetz/ Weis, 2008, p.18). Especially marketing research at the macroscopic level provides the informational base for marketing strategies and for the strategically early detection (cf. Baumgarth, Benecker, 1999, p.5). In this work, especially the area „socio-cultural environment“ (e.g. value change, demographic population development as for example the ageing of the society or the increase of the single households in Germany) should be examined. The demographic developments and their influence on the consumer behavior is the topic of this work. In addition, the first part of this Assignment deals with the topical and future demographic developments in Germany. Subsequent to that, their effects on the consumer's behavior should be shown closer. Since more exact forecasts cannot be made with regard to the migration and immigration because of the strong variations at the moment, this work limits itself primarily to the present and future consumer behavior of the „about 50 year-old“ group. The aim of this work should be, to give an overview about the demographic development in Germany and some concrete effects on the consumer behavior by means of forecasts.
Table of Contents
1. Introduction
2. The demographic developments in Germany
2.1 Development of the population
2.1.1 Fertility
2.1.2 Mortality
2.1.3 Migration
2.2 Declining population
2.3 Different age structures
2.4 Development of the private households
3. Effects on the consumer behaviour
3.1 Lifestyle and self-perception of the generation 50+
3.2 Buying power and consumption structure
4. Conclusion and outlook
Research Objectives and Key Topics
This assignment investigates the current and future demographic changes in Germany, specifically focusing on the aging population and its resulting influence on consumer behavior, with a primary emphasis on the "50+" demographic cohort.
- Analysis of demographic drivers including fertility, mortality, and migration patterns.
- Evaluation of shifting age structures and the development of private household sizes.
- Examination of the lifestyle, self-perception, and consumption values of the "generation 50+".
- Assessment of the buying power and future consumption structure of older target groups.
Excerpt from the Book
3.1 Lifestyle and self-perception of the generation 50+
The life phase, in which a consumer is situated, has considerable effects on the consumer's behaviour, for example, in consequence of the socioeconomic situation which changes systematically about one’s life (cf. Trommsdorf, 2003, p.212). On the other hand, the life phase directly influences the consumer's behaviour, namely about phase-wise changes of special constructs (cf. ibid.). Furthermore the life situation or the life style has more effects on the consumer behaviour than, for example the age (cf. Heitzer-Priem, Hertling, Ratazzi-Förster, 2011, p.6). The trend towards less households with children, but smaller households with (older) pairs and one-person households, was already mentioned before. Also, the income and property situation of the older people will strongly influence the consumer behavior (cf. ibid.). The life style of every single person is marked by his concrete manner of living. At this occasion, interests, opinions, leisure activities and social contacts play the crucial role. In practice there are varied relations between life style and consumer behaviour, because the consumption of certain kind of products assumes a certain life style (cf. Kuß/ Tomczak, 2004, p.80). The current generation 50plus undergoes a clear change.
The people with more than 50 years were less demanding some decades ago and spent their time predominantly with manual labour, television and walks. Typically for today's generation 50plus is above all the enjoyment of the life, longer health, self-confidence, activity, vitality, fulfillment of own needs, the "young" remaining attitude to life and a high claim (cf. Hansen, 2006, p.111). The today's generation 50plus sees itself rather in the centre of the society, has explained itself self-confidently at the middle of the market and would also like to be treated in the same way (cf. Michael, 2006, p.90).
Summary of Chapters
1. Introduction: Outlines the societal shifts caused by demographic change and defines the scope of the study regarding the "50+" age group.
2. The demographic developments in Germany: Provides a comprehensive overview of population dynamics, including fertility, mortality, migration, and the evolution of private households.
3. Effects on the consumer behaviour: Explores how shifting demographics and the specific requirements of the aging population alter market consumption patterns and lifestyle preferences.
4. Conclusion and outlook: Summarizes the findings and emphasizes that demographic change presents both a challenge and a strategic opportunity for enterprises.
Keywords
Demographic change, Germany, Consumer behaviour, Generation 50+, Population development, Fertility, Mortality, Migration, Private households, Buying power, Consumption structure, Aging society, Market research, Lifestyle, Socio-cultural environment
Frequently Asked Questions
What is the core focus of this assignment?
This work examines the demographic development in Germany and analyzes how these trends affect the consumer behavior of the older population, specifically the "generation 50+".
What are the central thematic areas?
The key themes include the decline in birthrates and the aging society, the reduction in household sizes, and the changing consumption needs and preferences of older consumers.
What is the primary objective of the research?
The objective is to provide an overview of German demographic trends and demonstrate the specific impacts these trends have on the consumer behavior of the "50+" demographic.
Which scientific methods are utilized?
The paper utilizes a descriptive approach based on secondary data analysis, primarily drawing upon official statistics and demographic forecasts from the Statistisches Bundesamt.
What is covered in the main body of the work?
The main body details population factors (fertility, mortality, migration), shifts in household structures, and the subsequent effects on consumer behavior, lifestyle, and buying power.
Which keywords best characterize this work?
Primary keywords include demographic change, generation 50+, consumer behaviour, buying power, and consumption structure.
How does the "generation 50+" perceive itself?
Today's generation 50+ sees itself as being in the center of society; they are self-confident, active, and generally feel 10 to 15 years younger than their actual age.
Why is the "generation 50+" considered an important target group for companies?
This group possesses significant buying power and will increasingly dominate the market share as their numbers grow, making them a crucial target for future growth strategies.
How does the consumption structure change towards 2035?
Spending on categories such as "health" and "travelling" is expected to increase, while spending on "traffic" and clothing will likely shrink due to demographic shifts.
- Quote paper
- Steffen Plutz (Author), 2012, The demographic developments in Germany and their effects on consumer behaviour, Munich, GRIN Verlag, https://www.hausarbeiten.de/document/192330
