THE CONSUMER MARKET

The consumer market is composed of individuals who buy a specific good or service. Rarely does one product interest the entire population. This statement applies 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, not everyone would be a potential consumer. The same statistical truth applies to cultural products. However, because of the extremely fragmented nature of the cultural sector, some distinctions are in order. For example, looking at this sector as a whole, it can be said that nearly 100% of the population consumes one type of cultural product or another. Indeed, in its broadest sense, the cultural sector encompasses everything from the performing arts (high and popular), to heritage, compact disks, movies, book

and magazine publishing, and radio and television, with each of these disciplines appropriating a more or less important share of global demand. In Canada, for example, statistics1 show that 37.0% of families attend a performing arts event at least once a year: movies 62.2%, museums and art galleries 32.9%. In the United States the figures for cultural consumption are: classical music 15.6%, opera 4.7%, musicals 24.5%, plays 15.8%, ballet 5.8%, art museums 34.5%, and historical parks 46.9%.2 In Australia3 the figures are: musical theatre 19.3%, classical music 7.7%, festivals 21.9%, concerts 23%, and museums 27.8%. Of course, within each of these sectors, consumers cluster according to specific poles of interest. This leads to sharper market segmentation. The consumer makes a discriminating choice among various cultural products to acquire or consume the type of product desired. The distribution of consumers according to various market segments differs in both time and space. Markets undergo and reflect the influence of opinion leaders, trends, tastes, and societal

characteristics. Markets also vary from country to country according to different social structures. Over the past 40 years, various surveys focusing on the sociodemographic profile of consumers of cultural products have been carried out in nearly every European country (both East and West), as well as in Canada, the United States, Australia, and Japan.4 It is fascinating to note that, regardless of whether the surveys were conducted in the 1970s, 1980s, or 1990s, they all obtained the same attendance rates and the same sociodemographic profiles. Differences in the measuring tools used can sometimes make it difficult to compare countries (different nomenclature for sectors, questions formulated differently, etc.); nonetheless, these studies have consistently and systematically revealed strong polarization of audiences between high art and popular culture across all countries over the past four decades. They show, for example, that cultural products catering to high art attract educated consumers, whereas those catering to popular culture draw on all segments of the population, in accordance with the relative weight of each. The proportion of university

graduates making up Canadian audiences, for example, ranges between 50% and 70% for high art (symphony orchestras, arts festivals, fine arts museums, etc.), compared with 10% to 25% for popular culture (pop music, historical parks, etc.). By way of comparison, the overall percentage of university graduates in Canada is 25%. Similar results have been found in other countries, most notably in France5 but also in Russia, where university graduates make up 50% of performing arts audiences but only 7% of the general population. Other sociodemographic variables are also linked to attendance, including average income (higher among consumers of high art than consumers of popular culture) and type of occupation (white-collar workers account for a larger proportion of high art consumers while blue-collar workers are drawn to popular culture in greater numbers). It should be pointed out once again that this profile is based on averages. Less-educated individuals with lower income may be great consumers of culture, as is the case for students and those specialized or working in the cultural milieu. Indeed, it is well known that,

as a rule many people active in the arts are highly educated yet so ill paid that they struggle to stay above the poverty line. On the other hand, there are people with both very high salaries and very high educational levels who are not interested in the arts and gladly keep their distance. Four factors are known to influence an individuals penchant for complex cultural products: family values that encourage or discourage high art; the educational milieu and the value it places on high art; the fact of having attended performances or visited museums as a child; and amateur art practice. A more detailed analysis of the typical cultural consumers traits reveals other nuances based on the different disciplines (see Capsule 3.1 for a discussion of the development of tastes among arts consumers). For example, dance audiences are relatively younger and even more female in composition than those of the other performing arts; similarly, more women than men read novels, although a larger proportion of men read daily newspapers. In the 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

made up of educated people. The majority of consumers in the film sector belong to one or the other of these two segments.

Capsule: The Development of Tastes among Arts Consumers

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 art, childhood 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 cultural capital. When asked what has most influenced them, arts consumers typically say that their parents encouraged them or had a positive attitude toward art.

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 teachers enthusiasm 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 opportunity as 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 organizations belonging to the cultural industries (those offering products labelled art house or contemporary) whose audiences include a high proportion of university graduates are targeting a rather limited market, even if these people are big consumers of cultural

products. Popular art caters to a much larger market segment.

types of market
Before delving too deep into the study of marketing, it is worth pausing to consider the different types of market that exist. Markets can be analysed via the product itself, or end-consumer, or both. The most common distinction is between consumer and industrial markets.

Consumer Markets Consumer markets are the markets for products and services bought by individuals for their own or family use. Goods bought in consumer markets can be categorised in several ways: Fast-moving consumer goods (FMCG's) These are high volume, low unit Examples include: Ready meals; Baked Beans; Newspapers Consumer durables These have low volume but high unit value. Consumer durables are often further divided into: White goods (e.g. fridge-freezers; cookers; dishwashers; microwaves) Brown goods (e.g. DVD players; games consoles; personal computers) Soft goods Soft goods are similar to consumer durables, except that they wear out more quickly and therefore have a shorter replacement cycle Examples include clothes, shoes Services (e.g. hairdressing, dentists, childcare) value, fast repurchase

Industrial Markets Industrial markets involve the sale of goods between businesses. These are goods that are not aimed directly at consumers. Industrial markets include Selling finished goods Examples include office furniture, computer systems Selling raw materials or components Examples include steel, coal, gas, timber Selling services to businesses Examples include waste disposal, security, accounting & 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 (e.g. 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.

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List of largest consumer markets

From Wikipedia, the free encyclopedia Jump to: navigation, search Below is a list of the largest consumer markets of the world in 2009. The countries are sorted by their Household final consumption expenditure (HFCE) which represents consumer spending in nominal terms. The figures are from the United Nations Statistics Division. % of HFCE % of World's (millions Year GDP consumer of US$) market 34,689,062 60% 100% 2009

Rank _ 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17

Country World United States Japan China France United Kingdom Italy Brazil Spain Canada India Russia Mexico Australia South Korea Turkey Netherlands

10,026,400 71% 28.9036% 2009 2,952,710 58% 8.5119% 2009 1,835,280 37% 5.2907% 2009 1,545,900 58% 4.4564% 2009 1,415,350 65% 4.0801% 2009 1,266,270 60% 3.6503% 2009 986,498 828,547 786,220 737,936 671,629 582,037 564,993 452,182 439,678 364,781 63% 2.8438% 2009 57% 2.3885% 2009 59% 2.2665% 2009 57% 2.1273% 2009 55% 1.9361% 2009 67% 1.6779% 2009 56% 1.6287% 2009 54% 1.3035% 2009 72% 1.2675% 2009 46% 1.0516% 2009

Germany 1,960,230 59% 5.6509% 2009

18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47

Indonesia Switzerland Poland Belgium Greece Venezuela Austria Sweden Iran Argentina South Africa Norway Portugal Denmark Thailand Egypt Colombia Saudi Arabia Finland Hong Kong Pakistan Nigeria Philippines UAE Ireland Israel Romania Chile Czech Republic Malaysia

316,730 285,311 263,048 246,983 242,266 209,194 206,998 198,064 196,003 179,880 173,812 161,452 155,505 152,509 145,047 143,051 142,940 142,661 130,641 129,549 127,310 122,235 118,745 118,080 112,466 110,999 101,103 97,699 96,360 96,117

59% 0.9131% 2009 58% 0.8225% 2009 61% 0.7583% 2009 52% 0.7120% 2009 75% 0.6984% 2009 64% 0.6031% 2009 54% 0.5967% 2009 49% 0.5710% 2009 54% 0.5650% 2009 58% 0.5185% 2009 61% 0.5011% 2009 43% 0.4654% 2009 67% 0.4483% 2009 49% 0.4396% 2009 55% 0.4181% 2009 76% 0.4124% 2009 62% 0.4121% 2009 39% 0.4113% 2009 55% 0.3766% 2008 62% 0.3735% 2009 79% 0.3670% 2009 70% 0.3524% 2009 74% 0.3423% 2009 47% 0.3403% 2009 51% 0.3242% 2009 57% 0.3200% 2009 63% 0.2915% 2009 60% 0.2816% 2009 51% 0.2778% 2009 50% 0.2771% 2009

48 49 50 51 52 53 54 55 56 57 58 59 60 61 62 63 64 65 66 67 68 69 70 71 72 73 74 75 76 77

Peru Ukraine Singapore New Zealand Hungary Bangladesh Vietnam Puerto Rico Morocco Slovakia Kazakhstan Algeria Kuwait Dominican Republic Sudan Syria Ecuador Croatia Bulgaria Cuba Guatemala Serbia Sri Lanka Belarus Slovenia Lebanon Ethiopia Lithuania Tunisia Kenya

83,013 76,842 73,339 69,004 68,704 66,692 62,424 57,644 55,233 53,354 50,287 50,135 40,741 39,770 37,732 37,363 36,774 35,889 32,180 31,790 31,776 30,956 28,215 27,339 27,238 26,899 25,906 25,363 24,837 23,543

65% 0.2393% 2009 65% 0.2215% 2009 49% 0.2114% 2009 59% 0.1989% 2009 53% 0.1981% 2009 75% 0.1923% 2009 67% 0.1800% 2009 59% 0.1662% 2009 61% 0.1592% 2009 61% 0.1538% 2009 46% 0.1450% 2009 36% 0.1445% 2009 37% 0.1174% 2009 85% 0.1146% 2009 68% 0.1088% 2009 69% 0.1077% 2009 64% 0.1060% 2009 57% 0.1035% 2009 66% 0.0928% 2009 52% 0.0917% 2009 85% 0.0916% 2009 74% 0.0892% 2009 66% 0.0813% 2009 56% 0.0788% 2009 55% 0.0785% 2009 78% 0.0775% 2009 91% 0.0747% 2009 69% 0.0731% 2009 63% 0.0716% 2009 80% 0.0679% 2009

78 79 80 81 82 83 84 85 86 87 88 89 90 91 92 93 94 95 96 97 98 99 100 101 102 103 104 105 106

Libya Uruguay Oman Yemen Costa Rica El Salvador Azerbaijan Jordan Luxembourg Uzbekistan Qatar Cameroon Cyprus Cte d'Ivoire Latvia Angola Bosnia Tanzania Myanmar Uganda Iraq Panama Afghanistan Honduras Bolivia Trinidad and Tobago Paraguay Ghana Cambodia

21,510 21,503 21,161 20,023 19,826 19,369 18,594 18,103 17,998 17,718 17,717 16,364 16,183 15,939 15,930 15,706 15,460 15,201 15,018 14,324 14,003 12,055 11,778 11,374 11,358 11,100 10,875 10,392 10,279

37% 0.0621% 2009 68% 0.0620% 2009 39% 0.0610% 2009 74% 0.0577% 2009 68% 0.0572% 2009 93% 0.0558% 2009 43% 0.0536% 2009 72% 0.0522% 2009 34% 0.0519% 2009 54% 0.0511% 2009 18% 0.0510% 2009 74% 0.0472% 2009 69% 0.0467% 2009 69% 0.0460% 2009 62% 0.0459% 2009 45% 0.0453% 2009 91% 0.0446% 2009 68% 0.0438% 2009 79% 0.0433% 2009 84% 0.0413% 2009 55% 0.0404% 2009 49% 0.0348% 2009 92% 0.0340% 2009 79% 0.0328% 2009 66% 0.0327% 2009 53% 0.0320% 2009 74% 0.0314% 2009 70% 0.0300% 2009 95% 0.0296% 2009

107 108 109 110 111 112 113 114 115 116 117 118 119 120 121 122 123 124 125 126 127 128 129 130 131 132 133 134 135

Nepal Jamaica Senegal Estonia Albania Congo Turkmenistan Georgia Mozambique Macedonia Madagascar Zambia Armenia Bahrain Palestine Haiti Mauritius Iceland Namibia Burkina Faso New Caledonia Mali Tajikistan Papua New Guinea Nicaragua Macao Botswana Malta Kosovo

10,168 10,133 10,032 9,995 9,943 4,519 9,367 8,887 7,600 7,481 7,401 7,003 6,946 6,724 6,697 6,623 6,428 6,190 5,893 5,847 5,559 5,519 5,254 5,252 5,241 5,202 5,076 5,051 4,932

80% 0.0293% 2009 82% 0.0292% 2009 79% 0.0289% 2009 52% 0.0288% 2009 82% 0.0287% 2009 45% 0.0282% 2009 54% 0.0270% 2009 83% 0.0256% 2009 79% 0.0219% 2009 79% 0.0216% 2009 84% 0.0213% 2009 55% 0.0202% 2009 81% 0.0200% 2009 35% 0.0194% 2009 115% 0.0193% 2009 105% 0.0191% 2009 74% 0.0185% 2009 51% 0.0178% 2009 63% 0.0170% 2009 72% 0.0169% 2009 60% 0.0160% 2009 62% 0.0159% 2009 106% 0.0152% 2009 62% 0.0151% 2009 82% 0.0150% 2009 25% 0.0149% 2009 44% 0.0146% 2009 63% 0.0145% 2009 93% 0.0143% 2009

136 137 138 139 140 141 142 143 144 145 146 147 148 149 150 151 152 153 154 155 156 157 158 159 160 161

Bermuda Bahamas Moldova Benin French Polynesia Malawi Rwanda Kyrgyzstan Laos Niger Montenegro Gabon Monaco Guinea Zimbabwe Liechtenstein Swaziland Fiji Togo Chad Mauritania Andorra Brunei Mongolia Cayman Islands Barbados

4,912 4,874 4,795 4,762 4,640 4,339 4,281 4,166 4,060 3,898 3,843 3,817 3,564 3,344 3,299 2,799 2,788 2,713 2,693 2,422 2,364 2,118 2,027 1,975 1,950 1,777 1,771 1,674

75% 0.0142% 2009 69% 0.0141% 2009 89% 0.0138% 2009 72% 0.0137% 2009 102% 0.0134% 2009 89% 0.0125% 2009 81% 0.0123% 2009 91% 0.0120% 2009 73% 0.0117% 2009 74% 0.0112% 2009 94% 0.0111% 2009 34% 0.0110% 2009 58% 0.0103% 2009 71% 0.0096% 2009 81% 0.0095% 2009 58% 0.0081% 2009 88% 0.0080% 2009 89% 0.0079% 2009 85% 0.0078% 2009 35% 0.0070% 2009 83% 0.0068% 2009 57% 0.0061% 2009 19% 0.0058% 2009 47% 0.0057% 2009 63% 0.0056% 2009 49% 0.0052% 2009 89% 0.0051% 2009 82% 0.0048% 2009

Central 162 African Republic 163 Guyana

164 165 166 167 168 169 170 171 172 173 174 175 176 177 178

Eritrea Sierra Leone Liberia Somalia Aruba Lesotho Cape Verde Burundi Equatorial Guinea Belize Gambia Saint Lucia Grenada Djibouti San Marino

1,627 1,583 1,578 1,461 1,450 1,391 1,202 1,106 878 866 770 665 645 636 630

87% 0.0047% 2009 71% 0.0046% 2009 184% 0.0045% 2009 73% 0.0043% 2009 55% 0.0042% 2009 86% 0.0040% 2009 76% 0.0035% 2009 88% 0.0032% 2009 7% 0.0026% 2009

65% 0.0025% 2009 83% 0.0022% 2009 70% 0.0021% 2009 101% 0.0020% 2009 68% 0.0019% 2009 37% 0.0018% 2009

Micronesia, 179 Federated States of 180 181 182 183 184 185 186 187 188 189 East Timor Comoros Seychelles Solomon Islands Bhutan British Virgin Islands Samoa Suriname Zanzibar

629

76% 0.0017% 2009

616 535 530 528 495 485 484 466 451 408

92% 0.0016% 2009 101% 0.0015% 2009 67% 0.0015% 2009 74% 0.0015% 2009 40% 0.0014% 2009 37% 0.0014% 2009 93% 0.0014% 2009 16% 0.0013% 2009 68% 0.0013% 2009 32% 0.0012% 2009

Greenland 190 191 192 193 194 195 196 197 198 199 200 201 Vanuatu Tonga Maldives Dominica Anguilla Marshall Islands Kiribati Palau Cook Islands Nauru Montserrat Tuvalu 397 338 315 301 175 155 117 101 84 54 45 29 62% 0.0011% 2009 100% 0.0010% 2009 25% 0.0009% 2009 80% 0.0009% 2009 81% 0.0005% 2009 91% 0.0004% 2009 90% 0.0003% 2009 49% 0.0003% 2009 43% 0.0002% 2009 100% 0.0002% 2009 85% 0.0001% 2009 101% 0.0001% 2009

[edit] See also