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MKTG 494: Marketing Management

This guide is created for Diana Sifford's MKTG 494: Marketing Management Class

Define Consumer Behavior & Psychographic Research

The purpose of conducting consumer behavior and psychographic research is to investigate the tendencies, wants, needs, motivations, and attitudes of your target customer. Understanding your typical customer's lifestyle and values will tell you where, when, and how to sell your product. 

  • Psychographic Segmentation- This segmentation approach involves an understanding of a consumer’s lifestyle, interests, personality traits, psychological influences, motivations, and priorities. 
  • Behavioral Segmentation- Segmenting the market based on how the consumer acts. Examples include purchasing habits, spending habits, user status, and brand interactions. These activities may relate to how a customer interacts with your brand.

Databases for Consumer Behavior and Psychographic Information

Business Source Premier, PsycINFO, and Communication Source contain scholarly and news articles on consumer behavior and psychographics. To search for psychographic information use a keyword search: (target audience) AND psychographics. Here are some examples: 

  • "college students" AND psychographics
  • Millennials AND psychographic

Contains news articles on target audiences.

Find information on the buying habits of groups of consumers by following these steps:

  • Step 1: Click on the database link 
  • Step 2: Sign in using your student email and password
  • Step 3: Click the main navigation link, "Dale Axle" in the upper left corner of the website header.
  • Step 4: Select "Search" under "U.S. Consumers / Lifestyles"
  • Step 5: Use the Advanced Search tab to find the buying habits of consumers by state, city, zip code, or neighborhood. 

Contains Consumer Reports.

Some reports contain consumer trends and outlooks. 

Industry Forecast Reports include sections on consumer spending, household characteristics, and consumer outlook.