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Consumer Analysis Books

What is consumer analysis?

The objective of consumer analysis is to identify segments or groups within a population that have similar needs.

Consumer analysis can help answer questions such as:

  • Who buys the product or service? 
  • Where do these consumers live? 
  • What income levels are in the market?
  • What is the age pattern in the market?

Answers to these questions help identify target markets for specific products or services and advertising efforts.

How else can consumers be identified?

  • Demographic Segmentation: includes age, gender, income, race, marital status, education, occupation, home ownership, number in the household and age of the home.
  • Psychographic Segmentation: looks at the values, activities, interests, and opinions of the population, what we often call lifestyle.
  • Behavioral Segmentation: Divides the market by observable behaviors such as usage, purchasing decisions, and brand loyalty.

-from MIT Libraries' Marketing: Consumer Analysis Research Guide

Finding Consumer Info in Mergent Intellect

Demographics + Consumer Analysis Surveys & Reports