Introduction

Presentation Topic:
Demographic Environment

Group Members:
Zaid Yousuf
Yasir Jahangir
Muhammad Owais
Demographic
Environment
To assure victory always
carefully survey the battle
field before battle
Sun Tzu
 Demographic
Environment
Demography is the study of human
populations in terms of size, density,
location, age, sex, race, occupation,
and other statistics

It is of major interest to marketers

because it involves people and people
make up markets
 Demographic
Environment

Changing demographics means

changes in markets which in turn
require changing in marketing
strategies
 Demographic
Environment
Important Demographic Areas
1. Increasing population growth
2. Ethnic Markets
3. Population Age composition
4. Geographical Shifts in Population
5. Educational Groups
 Increasing population
Pakistan is 6th populous country of the
world

The estimated population is 173 million

Rapid growth of population: with growth

rate 2.05% per year

For marketers it possess both

challenges and opportunities.
 Ethnic Markets
The population comprises several main
ethnic groups (2010)[1]:
Punjabis(44.15%) 78.7 million
Pashtuns(15.42%) 27.2 million
Sindhis(14.1%) 24.8 million
Seraikis(10.53%) 14.8 million
Muhajirs(7.57%) 13.3 million
Balochsis (3.57%) 6.3 million
Others (4.66%) 11.1 million
 Ethnic Markets
Marketers build up emotional
connections with ethnicity to target
specific ethnic group.

Marketers of food target Punjab

province at the top most priority as
the people there are food lovers.
 Age Composition
Presentation of age group is as follows:
Infants, children and teenagers (0-
19)
(41,156,000)
Youth, adults and middle aged
people (20-59) (42,791,000)
Senior citizens (60-75+)
(5,245,000)
 Education Group
Literacy rate of Pakistan is 57%

Karachi which is the Industrial hub

of Pakistan comprises of most
literate people the population of
Pakistan
 Geographical Shifts in
Population
Out of 173 million, 110.46 million is Rural
population and 63.05 million is Urban population.

Pakistans Urban population has increased to 7

folds

Pakistan is the most Urbanized nation is South

Asia with city dwellers making up 36% of its
population 2008

Urbanization rate is 3% 2005-10

 Conclusion
Demography is the study of people
who make up the market

Understanding the changes in

demographic structure enables
marketers to revise their strategies