822019 The Consumer Market

httpslidepdfcomreaderfullthe-consumer-market 120

THECONSUMER

MARKET

The consumer market iscomposed of individuals

who buy a specific good or

service

Rarely does one product

interest the entirepopulation This statementapplies even to staples such

as sugar flour and salt A

small percentage of households do not eat these

products so even if a

company did target the

entire population noteveryone would be a

potential consumer

The same statistical truth

applies to cultural products

However because of the

extremely fragmented natureof the cultural sector some

distinctions are in order For

example looking at thissector as a whole it can be

said that nearly 100 of the

population consumes one

type of cultural product oranother Indeed in its

broadest sense the cultural

sector encompasseseverything from the

performing arts (high and

popular) to heritagecompact disks movies book

822019 The Consumer Market

httpslidepdfcomreaderfullthe-consumer-market 220

and magazine publishing

and radio and televisionwith each of these

disciplines appropriating a

more or less important share

of global demand

In Canada for example

statistics1 show that 370of families attend a

performing arts event at least

once a year movies 622museums and art galleries

329 In the United States

the figures for cultural

consumption are classical

music 156 opera 47musicals 245 plays

158 ballet 58 artmuseums 345 and

historical parks 4692 In

Australia3 the figures aremusical theatre 193

classical music 77

festivals 219 concerts

23 and museums 278Of course within each of

these sectors consumers

cluster according to specific

poles of interest This leadsto sharper market

segmentation The consumer

makes a discriminatingchoice among various

cultural products to acquire

or consume the type of product desired

The distribution of

consumers according tovarious market segments

differs in both time and

space Markets undergo andreflect the influence of

opinion leaders trends

tastes and societal

822019 The Consumer Market

httpslidepdfcomreaderfullthe-consumer-market 320

characteristics Markets also

vary from country to countryaccording to different social

structures

Over the past 40 yearsvarious surveys focusing on

the sociodemographic

profile of consumers of cultural products have been

carried out in nearly every

European country (both Eastand West) as well as in

Canada the United States

Australia and Japan4 It is

fascinating to note that

regardless of whether thesurveys were conducted in

the 1970s 1980s or 1990sthey all obtained the same

attendance rates and the

same sociodemographicprofiles Differences in the

measuring tools used can

sometimes make it difficult

to compare countries(different nomenclature for

sectors questions

formulated differently etc)

nonetheless these studieshave consistently and

systematically revealed

strong polarization of audiences between high art

and popular culture across

all countries over the pastfour decades They show for

example that cultural

products catering to high art

attract educated consumerswhereas those catering to

popular culture draw on all

segments of the populationin accordance with the

relative weight of each The

proportion of university

822019 The Consumer Market

httpslidepdfcomreaderfullthe-consumer-market 420

graduates making up

Canadian audiences forexample ranges between

50 and 70 for high art

(symphony orchestras arts

festivals fine arts museumsetc) compared with 10 to

25 for popular culture (pop

music historical parks etc)By way of comparison the

overall percentage of

university graduates inCanada is 25 Similar

results have been found in

other countries most notably

in France5 but also in

Russia where universitygraduates make up 50 of

performing arts audiencesbut only 7 of the general

population

Other sociodemographic

variables are also linked to

attendance including

average income (higheramong consumers of high art

than consumers of popular

culture) and type of

occupation (white-collarworkers account for a larger

proportion of high art

consumers while blue-collarworkers are drawn to

popular culture in greater

numbers) It should bepointed out once again that

this profile is based on

averages Less-educated

individuals with lowerincome may be great

consumers of culture as is

the case for students andthose specialized or working

in the cultural milieu

Indeed it is well known that

822019 The Consumer Market

httpslidepdfcomreaderfullthe-consumer-market 520

as a rule many people active

in the arts are highlyeducated yet so ill paid that

they struggle to stay above

the poverty line On the

other hand there are peoplewith both very high salaries

and very high educational

levels who are not interestedin the arts and gladly keep

their distance Four factors

are known to influence an

individualrsquos penchant for

complex cultural products

family values that encourage

or discourage high art the

educational milieu and thevalue it places on high art

the fact of having attendedperformances or visited

museums as a child and

amateur art practice

A more detailed analysis of

the typical cultural

consumerrsquos traits revealsother nuances based on the

different disciplines (see

Capsule 31 for a discussion

of the development of tastesamong arts consumers) For

example dance audiences

are relatively younger andeven more female in

composition than those of

the other performing artssimilarly more women than

men read novels although a

larger proportion of men

read daily newspapers Inthe film sector there are two

very different segments of

avid cinema-goers one of these segments is dominated

by a young clientele (15-25

years) while the other is

822019 The Consumer Market

httpslidepdfcomreaderfullthe-consumer-market 620

made up of educated people

The majority of consumersin the film sector belong to

one or the other of these two

segments

Capsule The Developmentof Tastes among ArtsConsumers

Several studies have

attempted to identify the

factors that motivate people

to consume high art while few studies have focused on

popular culture

Researchers have identified

four main factors that

influence the preference of

consumers for high art

products family values that

encourage the consumption

of high art the educational

milieu and the value it

places on high artchildhood attendance at

performances or visits to

museums and the practice

of amateur art

Values transmitted by the

family constitute the main

factor influencing the

development of a taste for

art The sociologist

Bourdieu calls this phenomenon ldquocultural capitalrdquo When asked what

has most influenced them

arts consumers typically

say that their parents

encouraged them or had a

positive attitude toward art

822019 The Consumer Market

httpslidepdfcomreaderfullthe-consumer-market 720

In cases where this factor is

not present the values

transmitted in school are

often cited as an influence

for example a music lover

might identify a teacherrsquosenthusiasm as the source of

his or her own passion for

music

Several studies also identify

childhood attendance at

performances or visits to

museums as an important

factor in fostering a taste

for the arts a person who

had this type of opportunityas a child or teenager will

tend to develop a greater

interest in high art than a

person who did not

Finally there is a link

between the pursuit of

amateur art and being a

consumer of high art many

consumers of high art are

people who took up the practice of amateur art at

school or as a leisure

activity

Thus arts enterprises and

certain organizationsbelonging to the cultural

industries (those offering

products labelled ldquoart houserdquoor ldquocontemporaryrdquo) whose

audiences include a highproportion of university

graduates are targeting a

rather limited market evenif these people are big

consumers of cultural

822019 The Consumer Market

httpslidepdfcomreaderfullthe-consumer-market 820

products Popular art caters

to a much larger marketsegment

types of marketBefore delving too deep into the study of marketing it is worth pausing to consider the different typesof market that exist

Markets can be analysed via the product itself or end-consumer or both The most commondistinction is between consumer and industrial markets

822019 The Consumer Market

httpslidepdfcomreaderfullthe-consumer-market 920

Consumer Markets

Consumer markets are the markets for products and services bought by individuals for their own orfamily use Goods bought in consumer markets can be categorised in several ways

bull Fast-moving consumer goods (ldquoFMCGsrdquo)

ndash These are high volume low unit value fast repurchasendash Examples include Ready meals Baked Beans Newspapers

bull Consumer durables

ndash These have low volume but high unit value Consumer durables are often further divided intondash White goods (eg fridge-freezers cookers dishwashers microwaves)ndash Brown goods (eg DVD players games consoles personal computers)

bull Soft goodsndash Soft goods are similar to consumer durables except that they wear out more quickly and therefore

have a shorter replacement cyclendash Examples include clothes shoes

bull Services (eg hairdressing dentists childcare)

Industrial Markets

Industrial markets involve the sale of goods between businesses These are goods that are notaimed directly at consumers Industrial markets include

bull Selling finished goods

ndash Examples include office furniture computer systems

bull Selling raw materials or components

ndash Examples include steel coal gas timber

bull Selling services to businesses

ndash Examples include waste disposal security accounting amp legal services

Industrial markets often require a slightly different marketing strategy and mix In particular a

business may have to focus on a relatively small number of potential buyers (eg the IT Director

responsible for ordering computer equipment in a multinational group) Whereas consumer

marketing tends to be aimed at the mass market (in some cases many millions of potential

customers) industrial marketing tends to be focused

Get the Marketing in the News widget at Widgetbox

822019 The Consumer Market

httpslidepdfcomreaderfullthe-consumer-market 220

and magazine publishing

and radio and televisionwith each of these

disciplines appropriating a

more or less important share

of global demand

In Canada for example

statistics1 show that 370of families attend a

performing arts event at least

once a year movies 622museums and art galleries

329 In the United States

the figures for cultural

consumption are classical

music 156 opera 47musicals 245 plays

158 ballet 58 artmuseums 345 and

historical parks 4692 In

Australia3 the figures aremusical theatre 193

classical music 77

festivals 219 concerts

23 and museums 278Of course within each of

these sectors consumers

cluster according to specific

poles of interest This leadsto sharper market

segmentation The consumer

makes a discriminatingchoice among various

cultural products to acquire

or consume the type of product desired

The distribution of

consumers according tovarious market segments

differs in both time and

space Markets undergo andreflect the influence of

opinion leaders trends

tastes and societal

822019 The Consumer Market

httpslidepdfcomreaderfullthe-consumer-market 320

characteristics Markets also

vary from country to countryaccording to different social

structures

Over the past 40 yearsvarious surveys focusing on

the sociodemographic

profile of consumers of cultural products have been

carried out in nearly every

European country (both Eastand West) as well as in

Canada the United States

Australia and Japan4 It is

fascinating to note that

regardless of whether thesurveys were conducted in

the 1970s 1980s or 1990sthey all obtained the same

attendance rates and the

same sociodemographicprofiles Differences in the

measuring tools used can

sometimes make it difficult

to compare countries(different nomenclature for

sectors questions

formulated differently etc)

nonetheless these studieshave consistently and

systematically revealed

strong polarization of audiences between high art

and popular culture across

all countries over the pastfour decades They show for

example that cultural

products catering to high art

attract educated consumerswhereas those catering to

popular culture draw on all

segments of the populationin accordance with the

relative weight of each The

proportion of university

822019 The Consumer Market

httpslidepdfcomreaderfullthe-consumer-market 420

graduates making up

Canadian audiences forexample ranges between

50 and 70 for high art

(symphony orchestras arts

festivals fine arts museumsetc) compared with 10 to

25 for popular culture (pop

music historical parks etc)By way of comparison the

overall percentage of

university graduates inCanada is 25 Similar

results have been found in

other countries most notably

in France5 but also in

Russia where universitygraduates make up 50 of

performing arts audiencesbut only 7 of the general

population

Other sociodemographic

variables are also linked to

attendance including

average income (higheramong consumers of high art

than consumers of popular

culture) and type of

occupation (white-collarworkers account for a larger

proportion of high art

consumers while blue-collarworkers are drawn to

popular culture in greater

numbers) It should bepointed out once again that

this profile is based on

averages Less-educated

individuals with lowerincome may be great

consumers of culture as is

the case for students andthose specialized or working

in the cultural milieu

Indeed it is well known that

822019 The Consumer Market

httpslidepdfcomreaderfullthe-consumer-market 520

as a rule many people active

in the arts are highlyeducated yet so ill paid that

they struggle to stay above

the poverty line On the

other hand there are peoplewith both very high salaries

and very high educational

levels who are not interestedin the arts and gladly keep

their distance Four factors

are known to influence an

individualrsquos penchant for

complex cultural products

family values that encourage

or discourage high art the

educational milieu and thevalue it places on high art

the fact of having attendedperformances or visited

museums as a child and

amateur art practice

A more detailed analysis of

the typical cultural

consumerrsquos traits revealsother nuances based on the

different disciplines (see

Capsule 31 for a discussion

of the development of tastesamong arts consumers) For

example dance audiences

are relatively younger andeven more female in

composition than those of

the other performing artssimilarly more women than

men read novels although a

larger proportion of men

read daily newspapers Inthe film sector there are two

very different segments of

avid cinema-goers one of these segments is dominated

by a young clientele (15-25

years) while the other is

822019 The Consumer Market

httpslidepdfcomreaderfullthe-consumer-market 620

made up of educated people

The majority of consumersin the film sector belong to

one or the other of these two

segments

Capsule The Developmentof Tastes among ArtsConsumers

Several studies have

attempted to identify the

factors that motivate people

to consume high art while few studies have focused on

popular culture

Researchers have identified

four main factors that

influence the preference of

consumers for high art

products family values that

encourage the consumption

of high art the educational

milieu and the value it

places on high artchildhood attendance at

performances or visits to

museums and the practice

of amateur art

Values transmitted by the

family constitute the main

factor influencing the

development of a taste for

art The sociologist

Bourdieu calls this phenomenon ldquocultural capitalrdquo When asked what

has most influenced them

arts consumers typically

say that their parents

encouraged them or had a

positive attitude toward art

822019 The Consumer Market

httpslidepdfcomreaderfullthe-consumer-market 720

In cases where this factor is

not present the values

transmitted in school are

often cited as an influence

for example a music lover

might identify a teacherrsquosenthusiasm as the source of

his or her own passion for

music

Several studies also identify

childhood attendance at

performances or visits to

museums as an important

factor in fostering a taste

for the arts a person who

had this type of opportunityas a child or teenager will

tend to develop a greater

interest in high art than a

person who did not

Finally there is a link

between the pursuit of

amateur art and being a

consumer of high art many

consumers of high art are

people who took up the practice of amateur art at

school or as a leisure

activity

Thus arts enterprises and

certain organizationsbelonging to the cultural

industries (those offering

products labelled ldquoart houserdquoor ldquocontemporaryrdquo) whose

audiences include a highproportion of university

graduates are targeting a

rather limited market evenif these people are big

consumers of cultural

822019 The Consumer Market

httpslidepdfcomreaderfullthe-consumer-market 820

products Popular art caters

to a much larger marketsegment

types of marketBefore delving too deep into the study of marketing it is worth pausing to consider the different typesof market that exist

Markets can be analysed via the product itself or end-consumer or both The most commondistinction is between consumer and industrial markets

822019 The Consumer Market

httpslidepdfcomreaderfullthe-consumer-market 920

Consumer Markets

Consumer markets are the markets for products and services bought by individuals for their own orfamily use Goods bought in consumer markets can be categorised in several ways

bull Fast-moving consumer goods (ldquoFMCGsrdquo)

ndash These are high volume low unit value fast repurchasendash Examples include Ready meals Baked Beans Newspapers

bull Consumer durables

ndash These have low volume but high unit value Consumer durables are often further divided intondash White goods (eg fridge-freezers cookers dishwashers microwaves)ndash Brown goods (eg DVD players games consoles personal computers)

bull Soft goodsndash Soft goods are similar to consumer durables except that they wear out more quickly and therefore

have a shorter replacement cyclendash Examples include clothes shoes

bull Services (eg hairdressing dentists childcare)

Industrial Markets

Industrial markets involve the sale of goods between businesses These are goods that are notaimed directly at consumers Industrial markets include

bull Selling finished goods

ndash Examples include office furniture computer systems

bull Selling raw materials or components

ndash Examples include steel coal gas timber

bull Selling services to businesses

ndash Examples include waste disposal security accounting amp legal services

Industrial markets often require a slightly different marketing strategy and mix In particular a

business may have to focus on a relatively small number of potential buyers (eg the IT Director

responsible for ordering computer equipment in a multinational group) Whereas consumer

marketing tends to be aimed at the mass market (in some cases many millions of potential

customers) industrial marketing tends to be focused

Get the Marketing in the News widget at Widgetbox

822019 The Consumer Market

httpslidepdfcomreaderfullthe-consumer-market 320

characteristics Markets also

vary from country to countryaccording to different social

structures

Over the past 40 yearsvarious surveys focusing on

the sociodemographic

profile of consumers of cultural products have been

carried out in nearly every

European country (both Eastand West) as well as in

Canada the United States

Australia and Japan4 It is

fascinating to note that

regardless of whether thesurveys were conducted in

the 1970s 1980s or 1990sthey all obtained the same

attendance rates and the

same sociodemographicprofiles Differences in the

measuring tools used can

sometimes make it difficult

to compare countries(different nomenclature for

sectors questions

formulated differently etc)

nonetheless these studieshave consistently and

systematically revealed

strong polarization of audiences between high art

and popular culture across

all countries over the pastfour decades They show for

example that cultural

products catering to high art

attract educated consumerswhereas those catering to

popular culture draw on all

segments of the populationin accordance with the

relative weight of each The

proportion of university

822019 The Consumer Market

httpslidepdfcomreaderfullthe-consumer-market 420

graduates making up

Canadian audiences forexample ranges between

50 and 70 for high art

(symphony orchestras arts

festivals fine arts museumsetc) compared with 10 to

25 for popular culture (pop

music historical parks etc)By way of comparison the

overall percentage of

university graduates inCanada is 25 Similar

results have been found in

other countries most notably

in France5 but also in

Russia where universitygraduates make up 50 of

performing arts audiencesbut only 7 of the general

population

Other sociodemographic

variables are also linked to

attendance including

average income (higheramong consumers of high art

than consumers of popular

culture) and type of

occupation (white-collarworkers account for a larger

proportion of high art

consumers while blue-collarworkers are drawn to

popular culture in greater

numbers) It should bepointed out once again that

this profile is based on

averages Less-educated

individuals with lowerincome may be great

consumers of culture as is

the case for students andthose specialized or working

in the cultural milieu

Indeed it is well known that

822019 The Consumer Market

httpslidepdfcomreaderfullthe-consumer-market 520

as a rule many people active

in the arts are highlyeducated yet so ill paid that

they struggle to stay above

the poverty line On the

other hand there are peoplewith both very high salaries

and very high educational

levels who are not interestedin the arts and gladly keep

their distance Four factors

are known to influence an

individualrsquos penchant for

complex cultural products

family values that encourage

or discourage high art the

educational milieu and thevalue it places on high art

the fact of having attendedperformances or visited

museums as a child and

amateur art practice

A more detailed analysis of

the typical cultural

consumerrsquos traits revealsother nuances based on the

different disciplines (see

Capsule 31 for a discussion

of the development of tastesamong arts consumers) For

example dance audiences

are relatively younger andeven more female in

composition than those of

the other performing artssimilarly more women than

men read novels although a

larger proportion of men

read daily newspapers Inthe film sector there are two

very different segments of

avid cinema-goers one of these segments is dominated

by a young clientele (15-25

years) while the other is

822019 The Consumer Market

httpslidepdfcomreaderfullthe-consumer-market 620

made up of educated people

The majority of consumersin the film sector belong to

one or the other of these two

segments

Capsule The Developmentof Tastes among ArtsConsumers

Several studies have

attempted to identify the

factors that motivate people

to consume high art while few studies have focused on

popular culture

Researchers have identified

four main factors that

influence the preference of

consumers for high art

products family values that

encourage the consumption

of high art the educational

milieu and the value it

places on high artchildhood attendance at

performances or visits to

museums and the practice

of amateur art

Values transmitted by the

family constitute the main

factor influencing the

development of a taste for

art The sociologist

Bourdieu calls this phenomenon ldquocultural capitalrdquo When asked what

has most influenced them

arts consumers typically

say that their parents

encouraged them or had a

positive attitude toward art

822019 The Consumer Market

httpslidepdfcomreaderfullthe-consumer-market 720

In cases where this factor is

not present the values

transmitted in school are

often cited as an influence

for example a music lover

might identify a teacherrsquosenthusiasm as the source of

his or her own passion for

music

Several studies also identify

childhood attendance at

performances or visits to

museums as an important

factor in fostering a taste

for the arts a person who

had this type of opportunityas a child or teenager will

tend to develop a greater

interest in high art than a

person who did not

Finally there is a link

between the pursuit of

amateur art and being a

consumer of high art many

consumers of high art are

people who took up the practice of amateur art at

school or as a leisure

activity

Thus arts enterprises and

certain organizationsbelonging to the cultural

industries (those offering

products labelled ldquoart houserdquoor ldquocontemporaryrdquo) whose

audiences include a highproportion of university

graduates are targeting a

rather limited market evenif these people are big

consumers of cultural

822019 The Consumer Market

httpslidepdfcomreaderfullthe-consumer-market 820

products Popular art caters

to a much larger marketsegment

types of marketBefore delving too deep into the study of marketing it is worth pausing to consider the different typesof market that exist

Markets can be analysed via the product itself or end-consumer or both The most commondistinction is between consumer and industrial markets

822019 The Consumer Market

httpslidepdfcomreaderfullthe-consumer-market 920

Consumer Markets

Consumer markets are the markets for products and services bought by individuals for their own orfamily use Goods bought in consumer markets can be categorised in several ways

bull Fast-moving consumer goods (ldquoFMCGsrdquo)

ndash These are high volume low unit value fast repurchasendash Examples include Ready meals Baked Beans Newspapers

bull Consumer durables

ndash These have low volume but high unit value Consumer durables are often further divided intondash White goods (eg fridge-freezers cookers dishwashers microwaves)ndash Brown goods (eg DVD players games consoles personal computers)

bull Soft goodsndash Soft goods are similar to consumer durables except that they wear out more quickly and therefore

have a shorter replacement cyclendash Examples include clothes shoes

bull Services (eg hairdressing dentists childcare)

Industrial Markets

Industrial markets involve the sale of goods between businesses These are goods that are notaimed directly at consumers Industrial markets include

bull Selling finished goods

ndash Examples include office furniture computer systems

bull Selling raw materials or components

ndash Examples include steel coal gas timber

bull Selling services to businesses

ndash Examples include waste disposal security accounting amp legal services

Industrial markets often require a slightly different marketing strategy and mix In particular a

business may have to focus on a relatively small number of potential buyers (eg the IT Director

responsible for ordering computer equipment in a multinational group) Whereas consumer

marketing tends to be aimed at the mass market (in some cases many millions of potential

customers) industrial marketing tends to be focused

Get the Marketing in the News widget at Widgetbox

822019 The Consumer Market

httpslidepdfcomreaderfullthe-consumer-market 420

graduates making up

Canadian audiences forexample ranges between

50 and 70 for high art

(symphony orchestras arts

festivals fine arts museumsetc) compared with 10 to

25 for popular culture (pop

music historical parks etc)By way of comparison the

overall percentage of

university graduates inCanada is 25 Similar

results have been found in

other countries most notably

in France5 but also in

Russia where universitygraduates make up 50 of

performing arts audiencesbut only 7 of the general

population

Other sociodemographic

variables are also linked to

attendance including

average income (higheramong consumers of high art

than consumers of popular

culture) and type of

occupation (white-collarworkers account for a larger

proportion of high art

consumers while blue-collarworkers are drawn to

popular culture in greater

numbers) It should bepointed out once again that

this profile is based on

averages Less-educated

individuals with lowerincome may be great

consumers of culture as is

the case for students andthose specialized or working

in the cultural milieu

Indeed it is well known that

822019 The Consumer Market

httpslidepdfcomreaderfullthe-consumer-market 520

as a rule many people active

in the arts are highlyeducated yet so ill paid that

they struggle to stay above

the poverty line On the

other hand there are peoplewith both very high salaries

and very high educational

levels who are not interestedin the arts and gladly keep

their distance Four factors

are known to influence an

individualrsquos penchant for

complex cultural products

family values that encourage

or discourage high art the

educational milieu and thevalue it places on high art

the fact of having attendedperformances or visited

museums as a child and

amateur art practice

A more detailed analysis of

the typical cultural

consumerrsquos traits revealsother nuances based on the

different disciplines (see

Capsule 31 for a discussion

of the development of tastesamong arts consumers) For

example dance audiences

are relatively younger andeven more female in

composition than those of

the other performing artssimilarly more women than

men read novels although a

larger proportion of men

read daily newspapers Inthe film sector there are two

very different segments of

avid cinema-goers one of these segments is dominated

by a young clientele (15-25

years) while the other is

822019 The Consumer Market

httpslidepdfcomreaderfullthe-consumer-market 620

made up of educated people

The majority of consumersin the film sector belong to

one or the other of these two

segments

Capsule The Developmentof Tastes among ArtsConsumers

Several studies have

attempted to identify the

factors that motivate people

to consume high art while few studies have focused on

popular culture

Researchers have identified

four main factors that

influence the preference of

consumers for high art

products family values that

encourage the consumption

of high art the educational

milieu and the value it

places on high artchildhood attendance at

performances or visits to

museums and the practice

of amateur art

Values transmitted by the

family constitute the main

factor influencing the

development of a taste for

art The sociologist

Bourdieu calls this phenomenon ldquocultural capitalrdquo When asked what

has most influenced them

arts consumers typically

say that their parents

encouraged them or had a

positive attitude toward art

822019 The Consumer Market

httpslidepdfcomreaderfullthe-consumer-market 720

In cases where this factor is

not present the values

transmitted in school are

often cited as an influence

for example a music lover

might identify a teacherrsquosenthusiasm as the source of

his or her own passion for

music

Several studies also identify

childhood attendance at

performances or visits to

museums as an important

factor in fostering a taste

for the arts a person who

had this type of opportunityas a child or teenager will

tend to develop a greater

interest in high art than a

person who did not

Finally there is a link

between the pursuit of

amateur art and being a

consumer of high art many

consumers of high art are

people who took up the practice of amateur art at

school or as a leisure

activity

Thus arts enterprises and

certain organizationsbelonging to the cultural

industries (those offering

products labelled ldquoart houserdquoor ldquocontemporaryrdquo) whose

audiences include a highproportion of university

graduates are targeting a

rather limited market evenif these people are big

consumers of cultural

822019 The Consumer Market

httpslidepdfcomreaderfullthe-consumer-market 820

products Popular art caters

to a much larger marketsegment

types of marketBefore delving too deep into the study of marketing it is worth pausing to consider the different typesof market that exist

Markets can be analysed via the product itself or end-consumer or both The most commondistinction is between consumer and industrial markets

822019 The Consumer Market

httpslidepdfcomreaderfullthe-consumer-market 920

Consumer Markets

Consumer markets are the markets for products and services bought by individuals for their own orfamily use Goods bought in consumer markets can be categorised in several ways

bull Fast-moving consumer goods (ldquoFMCGsrdquo)

ndash These are high volume low unit value fast repurchasendash Examples include Ready meals Baked Beans Newspapers

bull Consumer durables

ndash These have low volume but high unit value Consumer durables are often further divided intondash White goods (eg fridge-freezers cookers dishwashers microwaves)ndash Brown goods (eg DVD players games consoles personal computers)

bull Soft goodsndash Soft goods are similar to consumer durables except that they wear out more quickly and therefore

have a shorter replacement cyclendash Examples include clothes shoes

bull Services (eg hairdressing dentists childcare)

Industrial Markets

Industrial markets involve the sale of goods between businesses These are goods that are notaimed directly at consumers Industrial markets include

bull Selling finished goods

ndash Examples include office furniture computer systems

bull Selling raw materials or components

ndash Examples include steel coal gas timber

bull Selling services to businesses

ndash Examples include waste disposal security accounting amp legal services

Industrial markets often require a slightly different marketing strategy and mix In particular a

business may have to focus on a relatively small number of potential buyers (eg the IT Director

responsible for ordering computer equipment in a multinational group) Whereas consumer

marketing tends to be aimed at the mass market (in some cases many millions of potential

customers) industrial marketing tends to be focused

Get the Marketing in the News widget at Widgetbox

822019 The Consumer Market

httpslidepdfcomreaderfullthe-consumer-market 520

as a rule many people active

in the arts are highlyeducated yet so ill paid that

they struggle to stay above

the poverty line On the

other hand there are peoplewith both very high salaries

and very high educational

levels who are not interestedin the arts and gladly keep

their distance Four factors

are known to influence an

individualrsquos penchant for

complex cultural products

family values that encourage

or discourage high art the

educational milieu and thevalue it places on high art

the fact of having attendedperformances or visited

museums as a child and

amateur art practice

A more detailed analysis of

the typical cultural

consumerrsquos traits revealsother nuances based on the

different disciplines (see

Capsule 31 for a discussion

of the development of tastesamong arts consumers) For

example dance audiences

are relatively younger andeven more female in

composition than those of

the other performing artssimilarly more women than

men read novels although a

larger proportion of men

read daily newspapers Inthe film sector there are two

very different segments of

avid cinema-goers one of these segments is dominated

by a young clientele (15-25

years) while the other is

822019 The Consumer Market

httpslidepdfcomreaderfullthe-consumer-market 620

made up of educated people

The majority of consumersin the film sector belong to

one or the other of these two

segments

Capsule The Developmentof Tastes among ArtsConsumers

Several studies have

attempted to identify the

factors that motivate people

to consume high art while few studies have focused on

popular culture

Researchers have identified

four main factors that

influence the preference of

consumers for high art

products family values that

encourage the consumption

of high art the educational

milieu and the value it

places on high artchildhood attendance at

performances or visits to

museums and the practice

of amateur art

Values transmitted by the

family constitute the main

factor influencing the

development of a taste for

art The sociologist

Bourdieu calls this phenomenon ldquocultural capitalrdquo When asked what

has most influenced them

arts consumers typically

say that their parents

encouraged them or had a

positive attitude toward art

822019 The Consumer Market

httpslidepdfcomreaderfullthe-consumer-market 720

In cases where this factor is

not present the values

transmitted in school are

often cited as an influence

for example a music lover

might identify a teacherrsquosenthusiasm as the source of

his or her own passion for

music

Several studies also identify

childhood attendance at

performances or visits to

museums as an important

factor in fostering a taste

for the arts a person who

had this type of opportunityas a child or teenager will

tend to develop a greater

interest in high art than a

person who did not

Finally there is a link

between the pursuit of

amateur art and being a

consumer of high art many

consumers of high art are

people who took up the practice of amateur art at

school or as a leisure

activity

Thus arts enterprises and

certain organizationsbelonging to the cultural

industries (those offering

products labelled ldquoart houserdquoor ldquocontemporaryrdquo) whose

audiences include a highproportion of university

graduates are targeting a

rather limited market evenif these people are big

consumers of cultural

822019 The Consumer Market

httpslidepdfcomreaderfullthe-consumer-market 820

products Popular art caters

to a much larger marketsegment

types of marketBefore delving too deep into the study of marketing it is worth pausing to consider the different typesof market that exist

Markets can be analysed via the product itself or end-consumer or both The most commondistinction is between consumer and industrial markets

822019 The Consumer Market

httpslidepdfcomreaderfullthe-consumer-market 920

Consumer Markets

Consumer markets are the markets for products and services bought by individuals for their own orfamily use Goods bought in consumer markets can be categorised in several ways

bull Fast-moving consumer goods (ldquoFMCGsrdquo)

ndash These are high volume low unit value fast repurchasendash Examples include Ready meals Baked Beans Newspapers

bull Consumer durables

ndash These have low volume but high unit value Consumer durables are often further divided intondash White goods (eg fridge-freezers cookers dishwashers microwaves)ndash Brown goods (eg DVD players games consoles personal computers)

bull Soft goodsndash Soft goods are similar to consumer durables except that they wear out more quickly and therefore

have a shorter replacement cyclendash Examples include clothes shoes

bull Services (eg hairdressing dentists childcare)

Industrial Markets

Industrial markets involve the sale of goods between businesses These are goods that are notaimed directly at consumers Industrial markets include

bull Selling finished goods

ndash Examples include office furniture computer systems

bull Selling raw materials or components

ndash Examples include steel coal gas timber

bull Selling services to businesses

ndash Examples include waste disposal security accounting amp legal services

Industrial markets often require a slightly different marketing strategy and mix In particular a

business may have to focus on a relatively small number of potential buyers (eg the IT Director

responsible for ordering computer equipment in a multinational group) Whereas consumer

marketing tends to be aimed at the mass market (in some cases many millions of potential

customers) industrial marketing tends to be focused

Get the Marketing in the News widget at Widgetbox

822019 The Consumer Market

httpslidepdfcomreaderfullthe-consumer-market 620

made up of educated people

The majority of consumersin the film sector belong to

one or the other of these two

segments

Capsule The Developmentof Tastes among ArtsConsumers

Several studies have

attempted to identify the

factors that motivate people

to consume high art while few studies have focused on

popular culture

Researchers have identified

four main factors that

influence the preference of

consumers for high art

products family values that

encourage the consumption

of high art the educational

milieu and the value it

places on high artchildhood attendance at

performances or visits to

museums and the practice

of amateur art

Values transmitted by the

family constitute the main

factor influencing the

development of a taste for

art The sociologist

Bourdieu calls this phenomenon ldquocultural capitalrdquo When asked what

has most influenced them

arts consumers typically

say that their parents

encouraged them or had a

positive attitude toward art

822019 The Consumer Market

httpslidepdfcomreaderfullthe-consumer-market 720

In cases where this factor is

not present the values

transmitted in school are

often cited as an influence

for example a music lover

might identify a teacherrsquosenthusiasm as the source of

his or her own passion for

music

Several studies also identify

childhood attendance at

performances or visits to

museums as an important

factor in fostering a taste

for the arts a person who

had this type of opportunityas a child or teenager will

tend to develop a greater

interest in high art than a

person who did not

Finally there is a link

between the pursuit of

amateur art and being a

consumer of high art many

consumers of high art are

people who took up the practice of amateur art at

school or as a leisure

activity

Thus arts enterprises and

certain organizationsbelonging to the cultural

industries (those offering

products labelled ldquoart houserdquoor ldquocontemporaryrdquo) whose

audiences include a highproportion of university

graduates are targeting a

rather limited market evenif these people are big

consumers of cultural

822019 The Consumer Market

httpslidepdfcomreaderfullthe-consumer-market 820

products Popular art caters

to a much larger marketsegment

types of marketBefore delving too deep into the study of marketing it is worth pausing to consider the different typesof market that exist

Markets can be analysed via the product itself or end-consumer or both The most commondistinction is between consumer and industrial markets

822019 The Consumer Market

httpslidepdfcomreaderfullthe-consumer-market 920

Consumer Markets

Consumer markets are the markets for products and services bought by individuals for their own orfamily use Goods bought in consumer markets can be categorised in several ways

bull Fast-moving consumer goods (ldquoFMCGsrdquo)

ndash These are high volume low unit value fast repurchasendash Examples include Ready meals Baked Beans Newspapers

bull Consumer durables

ndash These have low volume but high unit value Consumer durables are often further divided intondash White goods (eg fridge-freezers cookers dishwashers microwaves)ndash Brown goods (eg DVD players games consoles personal computers)

bull Soft goodsndash Soft goods are similar to consumer durables except that they wear out more quickly and therefore

have a shorter replacement cyclendash Examples include clothes shoes

bull Services (eg hairdressing dentists childcare)

Industrial Markets

Industrial markets involve the sale of goods between businesses These are goods that are notaimed directly at consumers Industrial markets include

bull Selling finished goods

ndash Examples include office furniture computer systems

bull Selling raw materials or components

ndash Examples include steel coal gas timber

bull Selling services to businesses

ndash Examples include waste disposal security accounting amp legal services

Industrial markets often require a slightly different marketing strategy and mix In particular a

business may have to focus on a relatively small number of potential buyers (eg the IT Director

responsible for ordering computer equipment in a multinational group) Whereas consumer

marketing tends to be aimed at the mass market (in some cases many millions of potential

customers) industrial marketing tends to be focused

Get the Marketing in the News widget at Widgetbox

822019 The Consumer Market

httpslidepdfcomreaderfullthe-consumer-market 720

In cases where this factor is

not present the values

transmitted in school are

often cited as an influence

for example a music lover

might identify a teacherrsquosenthusiasm as the source of

his or her own passion for

music

Several studies also identify

childhood attendance at

performances or visits to

museums as an important

factor in fostering a taste

for the arts a person who

had this type of opportunityas a child or teenager will

tend to develop a greater

interest in high art than a

person who did not

Finally there is a link

between the pursuit of

amateur art and being a

consumer of high art many

consumers of high art are

people who took up the practice of amateur art at

school or as a leisure

activity

Thus arts enterprises and

certain organizationsbelonging to the cultural

industries (those offering

products labelled ldquoart houserdquoor ldquocontemporaryrdquo) whose

audiences include a highproportion of university

graduates are targeting a

rather limited market evenif these people are big

consumers of cultural

822019 The Consumer Market

httpslidepdfcomreaderfullthe-consumer-market 820

products Popular art caters

to a much larger marketsegment

types of marketBefore delving too deep into the study of marketing it is worth pausing to consider the different typesof market that exist

Markets can be analysed via the product itself or end-consumer or both The most commondistinction is between consumer and industrial markets

822019 The Consumer Market

httpslidepdfcomreaderfullthe-consumer-market 920

Consumer Markets

Consumer markets are the markets for products and services bought by individuals for their own orfamily use Goods bought in consumer markets can be categorised in several ways

bull Fast-moving consumer goods (ldquoFMCGsrdquo)

ndash These are high volume low unit value fast repurchasendash Examples include Ready meals Baked Beans Newspapers

bull Consumer durables

ndash These have low volume but high unit value Consumer durables are often further divided intondash White goods (eg fridge-freezers cookers dishwashers microwaves)ndash Brown goods (eg DVD players games consoles personal computers)

bull Soft goodsndash Soft goods are similar to consumer durables except that they wear out more quickly and therefore

have a shorter replacement cyclendash Examples include clothes shoes

bull Services (eg hairdressing dentists childcare)

Industrial Markets

Industrial markets involve the sale of goods between businesses These are goods that are notaimed directly at consumers Industrial markets include

bull Selling finished goods

ndash Examples include office furniture computer systems

bull Selling raw materials or components

ndash Examples include steel coal gas timber

bull Selling services to businesses

ndash Examples include waste disposal security accounting amp legal services

Industrial markets often require a slightly different marketing strategy and mix In particular a

business may have to focus on a relatively small number of potential buyers (eg the IT Director

responsible for ordering computer equipment in a multinational group) Whereas consumer

marketing tends to be aimed at the mass market (in some cases many millions of potential

customers) industrial marketing tends to be focused

Get the Marketing in the News widget at Widgetbox

822019 The Consumer Market

httpslidepdfcomreaderfullthe-consumer-market 820

products Popular art caters

to a much larger marketsegment

types of marketBefore delving too deep into the study of marketing it is worth pausing to consider the different typesof market that exist

Markets can be analysed via the product itself or end-consumer or both The most commondistinction is between consumer and industrial markets

822019 The Consumer Market

httpslidepdfcomreaderfullthe-consumer-market 920

Consumer Markets

Consumer markets are the markets for products and services bought by individuals for their own orfamily use Goods bought in consumer markets can be categorised in several ways

bull Fast-moving consumer goods (ldquoFMCGsrdquo)

ndash These are high volume low unit value fast repurchasendash Examples include Ready meals Baked Beans Newspapers

bull Consumer durables

ndash These have low volume but high unit value Consumer durables are often further divided intondash White goods (eg fridge-freezers cookers dishwashers microwaves)ndash Brown goods (eg DVD players games consoles personal computers)

bull Soft goodsndash Soft goods are similar to consumer durables except that they wear out more quickly and therefore

have a shorter replacement cyclendash Examples include clothes shoes

bull Services (eg hairdressing dentists childcare)

Industrial Markets

Industrial markets involve the sale of goods between businesses These are goods that are notaimed directly at consumers Industrial markets include

bull Selling finished goods

ndash Examples include office furniture computer systems

bull Selling raw materials or components

ndash Examples include steel coal gas timber

bull Selling services to businesses

ndash Examples include waste disposal security accounting amp legal services

Industrial markets often require a slightly different marketing strategy and mix In particular a

business may have to focus on a relatively small number of potential buyers (eg the IT Director

responsible for ordering computer equipment in a multinational group) Whereas consumer

marketing tends to be aimed at the mass market (in some cases many millions of potential

customers) industrial marketing tends to be focused

Get the Marketing in the News widget at Widgetbox

822019 The Consumer Market

httpslidepdfcomreaderfullthe-consumer-market 920

Consumer Markets

Consumer markets are the markets for products and services bought by individuals for their own orfamily use Goods bought in consumer markets can be categorised in several ways

bull Fast-moving consumer goods (ldquoFMCGsrdquo)

ndash These are high volume low unit value fast repurchasendash Examples include Ready meals Baked Beans Newspapers

bull Consumer durables

ndash These have low volume but high unit value Consumer durables are often further divided intondash White goods (eg fridge-freezers cookers dishwashers microwaves)ndash Brown goods (eg DVD players games consoles personal computers)

bull Soft goodsndash Soft goods are similar to consumer durables except that they wear out more quickly and therefore

have a shorter replacement cyclendash Examples include clothes shoes

bull Services (eg hairdressing dentists childcare)

Industrial Markets

Industrial markets involve the sale of goods between businesses These are goods that are notaimed directly at consumers Industrial markets include

bull Selling finished goods

ndash Examples include office furniture computer systems

bull Selling raw materials or components

ndash Examples include steel coal gas timber

bull Selling services to businesses

ndash Examples include waste disposal security accounting amp legal services

Industrial markets often require a slightly different marketing strategy and mix In particular a

business may have to focus on a relatively small number of potential buyers (eg the IT Director

responsible for ordering computer equipment in a multinational group) Whereas consumer

marketing tends to be aimed at the mass market (in some cases many millions of potential

customers) industrial marketing tends to be focused

Get the Marketing in the News widget at Widgetbox

822019 The Consumer Market

httpslidepdfcomreaderfullthe-consumer-market 1020

Search tutor2u

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tutor2u Home Page | Online Store | Contact Us | About tutor2u | Copyright Info | Your Privacy | Termsof Use

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822019 The Consumer Market

httpslidepdfcomreaderfullthe-consumer-market 1120

related notes

Subscribe to Marketing in the News by Email

What is Marketing

Customers and Consumers

Components of the Marketing Map

What to Study in Marketing

Marketing Orientation Structures

Marketing Orientation Alternatives

Marketing Orientation Tasks

Get the Marketing in the News widget

related presentations

Subscribe to Marketing in the News by Email

Introduction to Marketing

Marketing Mix

Marketing Environment

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822019 The Consumer Market

httpslidepdfcomreaderfullthe-consumer-market 1220

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822019 The Consumer Market

httpslidepdfcomreaderfullthe-consumer-market 1320

List of largest consumermarkets

From Wikipedia the free encyclopediaJump to navigation search

Below is a list of the largest consumer markets of theworld in 2009 The countries are sorted by their

Household final consumption expenditure (HFCE) whichrepresents consumer spending in nominal terms The

figures are from the United Nations Statistics Division

Rank CountryHFCE

(millionsof US$)

of

GDP

of Worlds

consumermarket

Year

_ World 34689062 60 100 2009

1United

States 10026400 71 289036 2009

2 Japan 2952710 58 85119 2009

3 Germany 1960230 59 56509 2009

4 China 1835280 37 52907 2009

5 France 1545900 58 44564 2009

6 UnitedKingdom

1415350 65 40801 2009

7 Italy 1266270 60 36503 2009

8 Brazil 986498 63 28438 2009

9 Spain 828547 57 23885 2009

10 Canada 786220 59 22665 2009

11 India 737936 57 21273 2009

12 Russia 671629 55 19361 2009

13 Mexico 582037 67 16779 2009

14 Australia 564993 56 16287 2009

15South

Korea 452182 54 13035 2009

16 Turkey 439678 72 12675 2009

17Netherlands

364781 46 10516 2009

822019 The Consumer Market

httpslidepdfcomreaderfullthe-consumer-market 1320

List of largest consumermarkets

From Wikipedia the free encyclopediaJump to navigation search

Below is a list of the largest consumer markets of theworld in 2009 The countries are sorted by their

Household final consumption expenditure (HFCE) whichrepresents consumer spending in nominal terms The

figures are from the United Nations Statistics Division

Rank CountryHFCE

(millionsof US$)

of

GDP

of Worlds

consumermarket

Year

_ World 34689062 60 100 2009

1United

States 10026400 71 289036 2009

2 Japan 2952710 58 85119 2009

3 Germany 1960230 59 56509 2009

4 China 1835280 37 52907 2009

5 France 1545900 58 44564 2009

6 UnitedKingdom

1415350 65 40801 2009

7 Italy 1266270 60 36503 2009

8 Brazil 986498 63 28438 2009

9 Spain 828547 57 23885 2009

10 Canada 786220 59 22665 2009

11 India 737936 57 21273 2009

12 Russia 671629 55 19361 2009

13 Mexico 582037 67 16779 2009

14 Australia 564993 56 16287 2009

15South

Korea 452182 54 13035 2009

16 Turkey 439678 72 12675 2009

17Netherlands

364781 46 10516 2009

822019 The Consumer Market

httpslidepdfcomreaderfullthe-consumer-market 1420

18 Indonesia 316730 59 09131 2009

19Switzerland

285311 58 08225 2009

20 Poland 263048 61 07583 2009

21 Belgium 246983 52 07120 200922 Greece 242266 75 06984 2009

23Venezuela

209194 64 06031 2009

24 Austria 206998 54 05967 2009

25 Sweden 198064 49 05710 2009

26 Iran 196003 54 05650 2009

27 Argentina 179880 58 05185 2009

28South

Africa 173812 61 05011 2009

29 Norway 161452 43 04654 2009

30 Portugal 155505 67 04483 2009

31 Denmark 152509 49 04396 2009

32 Thailand 145047 55 04181 2009

33 Egypt 143051 76 04124 2009

34 Colombia 142940 62 04121 2009

35Saudi

Arabia 142661 39 04113 2009

36 Finland 130641 55 03766 2008

37Hong

Kong 129549 62 03735 2009

38 Pakistan 127310 79 03670 2009

39 Nigeria 122235 70 03524 2009

40 Philippines 118745 74 03423 2009

41 UAE 118080 47 03403 2009

42 Ireland 112466 51 03242 2009

43 Israel 110999 57 03200 2009

44 Romania 101103 63 02915 2009

45 Chile 97699 60 02816 2009

46Czech

Republic 96360 51 02778 2009

47 Malaysia 96117 50 02771 2009

822019 The Consumer Market

httpslidepdfcomreaderfullthe-consumer-market 1520

48 Peru 83013 65 02393 2009

49 Ukraine 76842 65 02215 2009

50 Singapore 73339 49 02114 2009

51New

Zealand 69004 59 01989 2009

52 Hungary 68704 53 01981 2009

53 Bangladesh 66692 75 01923 2009

54 Vietnam 62424 67 01800 2009

55Puerto

Rico 57644 59 01662 2009

56 Morocco 55233 61 01592 2009

57 Slovakia 53354 61 01538 2009

58 Kazakhstan 50287 46 01450 2009

59 Algeria 50135 36 01445 2009

60 Kuwait 40741 37 01174 2009

61 DominicanRepublic

39770 85 01146 2009

62 Sudan 37732 68 01088 2009

63 Syria 37363 69 01077 2009

64 Ecuador 36774 64 01060 2009

65 Croatia 35889 57 01035 2009

66 Bulgaria 32180 66 00928 2009

67 Cuba 31790 52 00917 2009

68 Guatemala 31776 85 00916 2009

69 Serbia 30956 74 00892 2009

70 Sri Lanka 28215 66 00813 2009

71 Belarus 27339 56 00788 2009

72 Slovenia 27238 55 00785 2009

73 Lebanon 26899 78 00775 2009

74 Ethiopia 25906 91 00747 2009

75 Lithuania 25363 69 00731 2009

76 Tunisia 24837 63 00716 2009

77 Kenya 23543 80 00679 2009

822019 The Consumer Market

httpslidepdfcomreaderfullthe-consumer-market 1620

78 Libya 21510 37 00621 2009

79 Uruguay 21503 68 00620 2009

80 Oman 21161 39 00610 2009

81 Yemen 20023 74 00577 2009

82 CostaRica

19826 68 00572 2009

83El

Salvador 19369 93 00558 2009

84 Azerbaijan 18594 43 00536 2009

85 Jordan 18103 72 00522 2009

86 Luxembourg 17998 34 00519 2009

87Uzbekistan

17718 54 00511 2009

88 Qatar 17717 18 00510 2009

89Cameroon

16364 74 00472 2009

90 Cyprus 16183 69 00467 2009

91Cocircte

dIvoire 15939 69 00460 2009

92 Latvia 15930 62 00459 2009

93 Angola 15706 45 00453 2009

94 Bosnia 15460 91 00446 200995 Tanzania 15201 68 00438 2009

96 Myanmar 15018 79 00433 2009

97 Uganda 14324 84 00413 2009

98 Iraq 14003 55 00404 2009

99 Panama 12055 49 00348 2009

100Afghanistan

11778 92 00340 2009

101 Honduras 11374 79 00328 2009

102 Bolivia 11358 66 00327 2009

103Trinidad

and Tobago 11100 53 00320 2009

104 Paraguay 10875 74 00314 2009

105 Ghana 10392 70 00300 2009

106Cambodia

10279 95 00296 2009

822019 The Consumer Market

httpslidepdfcomreaderfullthe-consumer-market 1720

107 Nepal 10168 80 00293 2009

108 Jamaica 10133 82 00292 2009

109 Senegal 10032 79 00289 2009

110 Estonia 9995 52 00288 2009

111 Albania 9943 82 00287 2009

112 Congo 4519 45 00282 2009

113Turkmenistan

9367 54 00270 2009

114 Georgia 8887 83 00256 2009

115Mozambique

7600 79 00219 2009

116 Macedonia 7481 79 00216 2009

117 Madagascar 7401 84 00213 2009

118 Zambia 7003 55 00202 2009

119 Armenia 6946 81 00200 2009

120 Bahrain 6724 35 00194 2009

121 Palestine 6697 115 00193 2009

122 Haiti 6623 105 00191 2009

123 Mauritius 6428 74 00185 2009

124 Iceland 6190 51 00178 2009

125 Namibia 5893 63 00170 2009

126Burkina

Faso 5847 72 00169 2009

127New

Caledonia 5559 60 00160 2009

128 Mali 5519 62 00159 2009

129 Tajikistan 5254 106 00152 2009

130Papua

New Guinea 5252 62 00151 2009

131 Nicaragua 5241 82 00150 2009

132 Macao 5202 25 00149 2009

133 Botswana 5076 44 00146 2009

134 Malta 5051 63 00145 2009

135 Kosovo 4932 93 00143 2009

822019 The Consumer Market

httpslidepdfcomreaderfullthe-consumer-market 1820

136 Bermuda 4912 75 00142 2009

137 Bahamas 4874 69 00141 2009

138 Moldova 4795 89 00138 2009

139 Benin 4762 72 00137 2009

140 FrenchPolynesia

4640 102 00134 2009

141 Malawi 4339 89 00125 2009

142 Rwanda 4281 81 00123 2009

143 Kyrgyzstan 4166 91 00120 2009

144 Laos 4060 73 00117 2009

145 Niger 3898 74 00112 2009

146

Montenegro

3843 94 00111 2009

147 Gabon 3817 34 00110 2009

148 Monaco 3564 58 00103 2009

149 Guinea 3344 71 00096 2009

150 Zimbabwe 3299 81 00095 2009

151 Liechtenstein 2799 58 00081 2009

152Swaziland

2788 88 00080 2009

153 Fiji 2713 89 00079 2009

154 Togo 2693 85 00078 2009

155 Chad 2422 35 00070 2009

156Mauritania

2364 83 00068 2009

157 Andorra 2118 57 00061 2009

158 Brunei 2027 19 00058 2009

159 Mongolia 1975 47 00057 2009

160

Cayman

Islands 1950 63 00056 2009

161 Barbados 1777 49 00052 2009

162Central

AfricanRepublic

1771 89 00051 2009

163 Guyana 1674 82 00048 2009

822019 The Consumer Market

httpslidepdfcomreaderfullthe-consumer-market 1920

164 Eritrea 1627 87 00047 2009

165Sierra

Leone 1583 71 00046 2009

166 Liberia 1578 184 00045 2009

167 Somalia 1461 73 00043 2009168 Aruba 1450 55 00042 2009

169 Lesotho 1391 86 00040 2009

170Cape

Verde 1202 76 00035 2009

171 Burundi 1106 88 00032 2009

172 EquatorialGuinea

878 7 00026 2009

173 Belize 866 65 00025 2009174 Gambia 770 83 00022 2009

175Saint

Lucia 665 70 00021 2009

176 Grenada 645 101 00020 2009

177 Djibouti 636 68 00019 2009

178San

Marino 630 37 00018 2009

179

Micronesia

FederatedStates of

629 76 00017 2009

180East

Timor 616 92 00016 2009

181 Comoros 535 101 00015 2009

182 Seychelles 530 67 00015 2009

183Solomon

Islands 528 74 00015 2009

184 Bhutan 495 40 00014 2009

185British

Virgin Islands 485 37 00014 2009

186 Samoa 484 93 00014 2009

187 Suriname 466 16 00013 2009

188 Zanzibar 451 68 00013 2009

189 408 32 00012 2009

822019 The Consumer Market

httpslidepdfcomreaderfullthe-consumer-market 2020

Greenland

190 Vanuatu 397 62 00011 2009

191 Tonga 338 100 00010 2009

192 Maldives 315 25 00009 2009

193 Dominica 301 80 00009 2009

194 Anguilla 175 81 00005 2009

195Marshall

Islands 155 91 00004 2009

196 Kiribati 117 90 00003 2009

197 Palau 101 49 00003 2009

198Cook

Islands 84 43 00002 2009

199 Nauru 54 100 00002 2009

200 Montserrat 45 85 00001 2009

201 Tuvalu 29 101 00001 2009

[edit] See also