Demographics and Market Segmentation: China and India

  • Jo M. MartinsEmail author
  • Farhat Yusuf
  • Gordon Brooks
  • David A. Swanson
Part of the Applied Demography Series book series (ADS, volume 9)


China and India are the two most populous countries in the world but have followed different demographic courses. Both countries have experienced substantial expansion of their markets for a range of commodities. However, dissimilar household composition and socioeconomic paths have affected household preferences in the two countries. The paper reviews macro demographic trends that have led to different demographic structures with significant implications for productivity and household purchasing power and discretionary spending in the two countries. It then conducts an examination of household expenditures based on household surveys undertaken in 2005 and assesses similarities and disparities in household preferences for broad categories of goods and services in rural and urban areas, and also for households with varying levels of income. This provides a basis for hypothesis building concerned with market growth for progressive commodities, in view of current demographic structures in the two countries and projected fertility and population growth.


Income Household expenditures Discretionary spending Demographic trends 


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Copyright information

© Springer International Publishing Switzerland 2017

Authors and Affiliations

  • Jo M. Martins
    • 1
    Email author
  • Farhat Yusuf
    • 1
    • 2
  • Gordon Brooks
    • 1
  • David A. Swanson
    • 3
  1. 1.Macquarie UniversitySydneyAustralia
  2. 2.University of SydneySydneyAustralia
  3. 3.University of California RiversideRiversideUSA

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