Segment 3 : Avalon Peninsula, Generation X

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Segment 3: Avalon Peninsula, Generation X Measurable: Avalon Peninsula 277,701 (Statistics Canada Demography Division, 2016) Generation X 58,010 (approx. 20.9 % of the population) (Statistics Canada, 2012) The population of Newfoundland is 527,756; out of that population the Avalon Peninsula consists of 277,701 (Statistics Canada: Canada’s national statistical agency). Generation X consists of people who were born between the years of 1966 and 1978, meaning this generation’s age group is approximately age 38-50 (Lamb et al., 2016). For the Avalon Peninsula, Generation X consists of approximately 58,010 out of 277,701 (Statistics Canada: Canada’s national statistical agency), which makes up approximately 20.9 % of the population for the Avalon. Accessible: People of Generation X are very easy to be reached through many different strategies. On the Avalon Peninsula, there are many different places to buy toothpaste like grocery stores, retail stores, and convenience stores. For example, in the Bay Roberts- Carbonear area, there is three Powell’s Supermarkets, two Dominions, two Foodlands, two Shopper’s Drug Marts and one Wal-Mart. Hence, there are lots of consumer opportunities to buy toothpaste. They can also be reached by advertisements, the use of email, appealing to their financial responsibility, and appealing to their values. (“Stuck in the Middle: Marketing to Generation X”, 2015) Substantial: With Generation X making up approximately 20.9 % of the population for the

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