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Marketing

This guide covers both marketing and advertising. Need more help? Schedule an appointment with your librarian!

Business & Economics Librarian

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Jennilyn Wiley
she/her/hers
Contact:
RBD Library
231 Mell Street
Auburn University, AL 36849-5606
334-844-2715
Subjects: Business, Economics

The objective of consumer analysis is to identify segments or groups within a population that have similar needs. Consumer analysis can help answer the two broad questions any company would like to know:

  • Who are the customers?
  • Where do they live?

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

Consumers can be broken up into different groups (segments) based on: 

  • 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.