The Role ofDemographic Variables in Consumer Purchase Decision. A study with reference to Cars in Perak state Malaysia

This project relates to the study of demographic variables associated with
consumer purchase decisions of cars in Perak state. The study would be helpful to
identify different consumer groups on the basis of demographic variables to optimize
the car marketing business in the state. Demographics are used to describe a population
in terms of its size, distribution and structure. It is used to fragment a population on the
basis of age, gender, marital status, family size, family life cycle, income, occupation,
education, religion, race, generation, nationality and social class. Marketers are keenly
interested in the size and growth rate of the population in different cities, regions,
nations, age distribution, educational levels, household patterns and regional
characteristics and movements. Most of the marketers' strategic decision making
heavily depend on the demographic variable of people in the region where they focus on
marketing their products. Marketers can make better decisions only when they know
why and how individuals make their better consumption decisions. They could predict
how consumers are likely to react to various informational and environmental aspects
and could shape their marketing strategies in such a way that they can achieve a great
competitive advantage in the market.