The demographic factors that a manager should be aware of in order to make the most effective marketing decisions are:
Gross National Income (GNI) ~ GNI provides an idea of the actual income levels of the people in a specific country (does not include foreigners).
Gross Domestic Product (GDP) ~ GDP provides information about the complete market value of all goods and services provided in any given country’s economy during one year by both residents and nonresidents.
Literacy rate ~ the ability of a country’s people to read and write has a direct influence on the economic development of the country and affects the way information is delivered and interpreted.
Population trends ~ population density is an indicator of the potential level of competition in a particular area, while population figures indicate growth rate and projected growth.
Age (birthrate) demographics ~ because people have different primary needs at different stages in life, knowing the age demographics give marketing managers a clear picture of what products and services would be best received in particular areas.
Household composition ~ all households are not composed of a husband, wife, and children.