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Science, Industry and Business Library > Market Research Information at SIBL Who Are My Potential Customers?Consumer information is a key element of the market research process. A solid understanding of your current or potential customers is essential if you want to direct your marketing efforts at the population segment that is most likely to buy your products or services. Here are some resources covering: demographic information, consumer behavior and lifestyle interests, buying power and spending habits, and specific target markets. Demographics USA Community Sourcebook of Demographics U.S. Census Bureau Publications Statistical Abstract of the United States Advertising Age's American Demographics, 2005-
The lifestyle characteristics of your target consumers influence their buying habits. Use the following resources to identify interests, beliefs, attitudes, and activities of your potential customers. Lifestyle Market Analyst American Attitudes: who thinks what about the issues that
shape our lives
How much money does your target market have to spend on your product or service? What type of purchases does your target market make? Use the following resources to find the answers to these questions. American Incomes: Demographics of Who Has Money *R-SIBL HC110.15 American Marketplace: Demographics and Spending Patterns *R-SIBL HA203.A635 Best Customers: Demographics of Consumer Demand *R-SIBL HC79 .C6 .R87 Consumer Expenditure Survey *R-Econ HD6983 .C558 (latest edition at McGraw Desk) also at: http://www.bls.gov/cex/ Household Spending: Who Spends How Much on What *R HC110.C6 T72 (latest edition at McGraw Desk) Sales and Marketing Management: Survey of Buying Power and Media Markets *R-SIBL HC106.3.S162 SIBL has a number of publications covering particular market segments (e.g. teenagers, baby boomers, women, Hispanics). The following selection of books will help you learn more about the lifestyle, attitudes, and buying habits of your specific target market. Use the library catalogs to find additional publications dealing with a particular group. All About Women Consumers *R-SIBL HC110.C6A643 (Company/Industry Section) American Generations: Who They Are and How They Live *R-SIBL HC110 .C6 .M584 American Men: Who They Are & How They Live *R-SIBL HQ1090.3. A4 American Women: Who They Are & How They Live *R-SIBL HQ1421. A486 The Baby Boom: Americans Born 1946 to 1964 *R-SIBL HF5415.33 .U6 .R877 Black Americans: A Statistical Sourcebook *R-SIBL HA214.B422 Branded: The Buying and Selling of Teenagers *R-SIBL HF5415.33 U6 Q37 Generation X: Americans Born 1965 to 1976 *R-SIBL HF5415.33.U6 G462 Getting Wiser to Teens: More Insights into Marketing to Teenagers *R-SIBL HF5415.32 Z65 Hispanic Americans: A Statistical Sourcebook *R-SIBL E184.S75 H5655 The Kids Market: Myths and Realities *R-SIBL HF5415.33.U6.N362 Latino Boom: Everything You Wanted to Know to Grow Your Business in the U.S. Hispanic Market *R-SIBL *R-SIBL HC110.C6 C365 Marketing to American Latinos: A Guide to the In-Culture Approach *R-SIBL HC110.C6 V348 Marketing to Moms: Getting Your Share of the Trillion-Dollar Market *R-SIBLHC79.C6 B295 Marketing to Women *R-SIBL HC79.C6. B337 Millennials: Americans Born 1977 to 1994 *R-SIBL HQ796 M554 Older Americans: A Changing Market *R-SIBL HQ1064.U5. O43 Racial and Ethnic Diversity: Asians, Blacks, Hispanics, Native Americans and Whites *R-SIBL E184 .A1 .R78 Statistical Handbook on Racial Groups in the United States The Whole Enchilada: Hispanic Marketing 101 U.S. Hispanic Market Study |