Germany
Assumptions & Data
In order to build the segments for Germany, we need to make a few assumptions:
-
First assumption: there is no discrimination regarding age or reading habits in the distribution channels preferences;
-
Second assumption: the frequency of reading a book is the same regardless the age of the reader.;
-
Third assumption: environmental buying behaviour of a consumer is influenced by his country and his age category, e.g. the European mean of ecological buyer is 26% and the German mean is 37%, meaning that Germans are 37/26 times more ecological buyers than the average European. For young people for example, we simply multiply this coefficient (37/26 = 1,42) by the average ecological buyers amongst young children, i.e. 1,42x15% = 21%
The online book-selling segment amounts for 16% of the total market while the offline book selling segment amounts for 84% of the market.
Furthermore, based on our assumptions, we can summarize the reading habits of Germans by age as follows:
Regarding the buying behaviour for environmentally friendly products, we gather from our analysis and our assumptions that it can be summarized like this:
In 2014, the population of Germany reached 80,646,262 inhabitants. The repartition of each segment based on age is presented in the table below:
Segmentation
The repartition of the population in each segments (for Germany) is detailed in the table here below.
