Influence of socio-demographic factors on the development of marketing communications

Abstract

The study of the influence of socio-demographic factors on the development of marketing communications is relevant, as it helps businesses to interact more effectively with the changing needs and behaviour of consumers in the context of global demographic changes. The purpose of this study was to investigate marketing communications that are preferred by different segments of the population. During the study, the following methods were used: analysis of statistical data, logical, graphic, and generalization methods. The study covers various categories of families and their influence on the consumption and perception of advertising. Large families, Muslims, gay people, and serial monogamists were found to have their own unique characteristics and preferences in advertising. Specifically, large families can be targeted by advertising aimed at children’s goods and services, which can be encountered while walking with children. Muslim families who are allowed to have multiple wives may be interested in advertising that reflects the values and needs of this religious group. Gay people and serial monogamists may show a greater interest in branded clothing and higher-priced goods. Furthermore, the age and income level of the population influence the perception of advertising. Young and middle-aged people may be more trusting of advertising, while older people may show less trust in it. It was also found that advertising in the media and Internet advertising are effective channels of communication with various categories of the population. The results of the study can be used to adjust marketing strategies, from the correction of advertising messages to the selection of platforms for advertising promotion, which, considering the demographic characteristics of the target audience, can significantly increase the effectiveness of marketing activities and business profitability.