France
Assumptions & Data
In order to build the segments for France, 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 similar in the category 0-25 years old and 15-24 years old;
Third assumption: the population of 35-49 years is about the same as the population of 25-34 and the reading habits of the population between 50 and 55 years old is similar to this of the population between 35-49 years old.
Fourth 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 French mean is 27%, meaning that French inhabitants are 27/26 times more ecological buyers than the average European. For young people for example, we simply multiply this coefficient (27/26 = 1,04) by the average ecological buyers amongst young children, i.e. 1,04x15% = 15.6%
The distribution channels preferences were already detailed in our market analysis. The online book selling segment amounts for 19% of the total market while the offline book selling segment amounts for 81% of the market.
Similarly, reading habits based on age were already detailed in our analysis. Based on our assumption, we can summarize these reading habits by age like this:
N.B.: the percentage are per age category, e.g. 14 % of young people are small readers.
Regarding the buying behaviour for environmentally friendly products, we gather from our analysis and our assumptions that it can be summarized like this:
In 2016, the population of France amounted for about 64,668,000 people. 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 France) is detailed in the table here below.
For a better clarity, the sub-segmentations will be detailed here below:
