Italy
Assumptions & Data
In order to build the segments for Italy, 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: reading habits are the same for every age category;
-
Fourth assumption: environmental buying behavior of a consumer is influenced by his country and his age category, e.g. the European mean of ecological buyer is 26% and the Italian mean is 17%, meaning that Italians are 9/26 times less ecological buyers than the average European. For young people for example, we simply multiply this coefficient (17/26 = 0.65) by the average ecological buyers amongst young children, i.e. 0.65x15% = 9.75%.
The distribution channels preferences were already detailed in our market analysis. The online book selling segment amounts for 12% of the total market while the offline book selling segment amounts for 88% of the market.
Furthermore, based on our assumptions, we can summarize the reading habits of Italians 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:
The Italian population was estimated at 61,855,000 in 2015 (Population du Monde, s.d.). The book market in Italy was worth 3.4 billion in 2011.
The repartition of each segment based on age can be seen in the table here below.
Segmentation
The repartition of the population in each segments (for Italy) is detailed in the table here below.
