Portraying the Canadian population as consumers

Author

Sue McGregor

Organization

McGregor Consulting Group

Published

2001

Summary

Relative to business and government, consumers spend over two thirds of all the money spent in Canada. Given this reality, it is prudent to sketch a profile of the Canadian population in its role as consumer. This paper provides a synopsis of eight different types of consumers each with respective marketplace challenges: teen, young adult, baby boomer, elderly, low income, disabled, illiterate, and ethnic. This demographic diversity in the Canadian marketplace needs to be understood, monitored and taken into account in the next century.

Changing characteristics of the socio-economic demographics of the Canadian population translate to changes in the nature of marketplace participants. In this paper, the Canadian population will be divided into eight consumer groups according to: (a) age (four age groups), (b) income, (c) disability, (d) literacy, and (e) ethnicity. An integral part of each profile will be a general discussion of why each type of consumer will face unique challenges in the marketplace.

This document is available in the following language(s):

Third-Party Information Liability Disclaimer

Some of the information on this Web page has been provided by external sources. The Government of Canada is not responsible for the accuracy, reliability or currency of the information supplied by external sources. Users wishing to rely upon this information should consult directly with the source of the information. Content provided by external sources is not subject to official languages, privacy and accessibility requirements.

English only

Contact information

Address
McGregor Consulting Group
11565 Peggy's Cove Road
Seabright, NS  B3Z 2Y1
Telephone
(902) 823-2625
Fax
(902) 823-1830

Source: Consumer Policy Research Database

Date Modified: