DEMOGRAPHIC
TRENDS OF INTEREST
OF MARKETERS IN
INDIA
Done By:-
A. Benjamin Yokesh
18-UCO-661
Demographic Trend
India’s population is young. Its birth and death rates are both near the
global average. More than half the population is under age 30 and less
than one-fourth is age 45 or older. Life expectancy is about 68 for men
and 70 for women.
30
25
20
15
10
0
<15 15-29 30-44 45-59 60-74 75-84 >85
< AGE >
A population explosion in India commenced following the great influenza
epidemic of 1918–19. In subsequent decades there was a steadily
accelerating rate of growth up to the census of 1961, after which the rate
leveled off (though it remained high).
The total population in 1921 within the present borders of India (i.e.,
excluding what is now Pakistan and Bangladesh) was 251 million, and in
1947, at the time of independence, it was about 340 million.
India’s population doubled between 1947 and the 1981 census, and by the
2001 census it had surpassed one billion. The increase between 1991 and
2001 alone—more than 182 million—was greater than the total present-
day population of all but the world’s most-populous countries, and that
value was matched by the increase between 2001 and 2011.
Although there has been a considerable drop in the birth rate, a much more
rapid decline in the death rate has accounted for the rise in the country’s
rate of population growth.
Moreover, the increasing proportion of females attaining and living
through their childbearing years continues to inhibit a marked reduction in
the birth rate.
“The population of Karnataka is ageing with less number of babies born. In
1971, there was only 17.9 lakh (6.1 per cent of total population) 60+
population in Karnataka which has increased to whopping 57.9 lakh (9.5 per
cent of total population) according to the census of 2011,” it said.
While this is seen in an increase in the demand for private schools, with such
populations becoming richer and hence able to afford better options for their
children. “There is a larger picture here. How will the Karnataka government
handle this problem of ageing? We believe this is a problem across other
states too and India’s strength of demographic dividend could actually turn
into India’s advantage by 2030,” SBI Research warned.
“The moot point of this discussion,” concludes the report, “is that India has
perhaps now only a limited window of a decade to get into the developed
country tag, or stay perpetually in emerging group of economies.
Policymakers, wake up and smell the coffee!”
According to analysts, India currently sits on a demographic “gold mine”,
with Deloitte India observing last year that India has a median population age
of 27.3 years compared to that of 35 years for China and around 47 years for
Japan.
Demographic trend in
marketing
Marketers typically combine several variables to define a demographic profile. A
demographic profile (often shortened to "a demographic") provides enough
information about the typical member of this group to create a mental picture of
this hypothetical aggregate. For example, a marketer might speak of the single,
female, middle-class, age 18 to 24, college educated demographic.
Marketing researchers typically have two objectives in this regard: first to
determine what segments or subgroups exist in the overall population; and
secondly to create a clear and complete picture of the characteristics of a typical
member of each of these segments. Once these profiles are constructed, they can
be used to develop a marketing strategy and marketing plan.
The five types of demographics in marketing are:-
1. Age
2. Gender
3. Income level
4. Race
5. Ethnicity
Basically, Brand wise and other marketing firms help clients develop a target
audience demographic in order to be able to reach them through, advertising,
direct mail, trade show exhibiting, web promotions, email marketing, etc.
This is an important step in targeting and segmenting your audience. A well
defined strategic demographic of your customers and prospects is half the
battle in new client conversion. It also leads into the next phase of creating
buyer personas which helps in both marketing and sales.
Conclusion
India has the biggest advantage of demographic dividend (proportion of
working population out of total population is high), which will be a key driver
for future growth. ... India has 18 per cent of the world's population with 520
million workforce.
These trends in India pose opportunities for marketers in future.
