Library Guides: MKTG 330: Consumer Behavior (Mandhachitara): Demographic Information

Reference and Instruction Librarian

Amy E. Rustic

Contact:

Penn State New Kensington
Blissell Library

724-334-6072

Subjects: Campus: New Kensington

US Government Data

Census Data (was American FactFinder)
provides access to data about the United States, Puerto Rico, and the Island Areas. It contains data from a broad range of surveys and censuses from the United States.
Consumer Expenditure Survey
Consumer spending by region, race, income, education, and occupation on various items such as apparel, food, fuel, furnishings, healthcare, entertainment, transport, insurance.
Monthly and Annual Retail Trade [U.S. Census Bureau]
- retail sales
- estimates
- e-commerce report

SimplyMap

SimplyAnalytics This link opens in a new window PSU02013
SimplyAnalytics enables non-technical users to quickly create professional quality thematic maps and reports using extensive demographic, business and marketing data. SimplyAnlytics turns complex data into valuable information that is easily accessed through an innovative and user-friendly interface.
Special Access Notes: Only 5 concurrent users.

Consumer Behavior

Mintel This link opens in a new window
Consumer behavior and trends.
Provides access to two products. Mintel Academic publishes 600 market research reports each year for the U.S. and European consumer markets. Reports analyze market drivers, trends, market forecasts, market segmentations, demographics, and consumer attitudes and purchasing behaviors. Mintel Market Sizes provides market size, market share and segmentation data for global consumer packaged goods industries.
Special Access Notes: Walk-in access is prohibited by Mintel and not allowed.
Gale Virtual Reference Library (GVRL) This link opens in a new window
find New Strategist publications in GVRL.
A collection of over 1000 reference resources.
Simmons Insights (replaced Simmons OneView as of July 1, 2019.) This link opens in a new window
Collection of national consumer studies about product and brand usage. Based on an annual survey of 30,000 households
Simmons Insights contains data from the National Consumer Study (NCS), an annual survey of U.S. consumers' buying and media habits. Most recent data available is 3 years old, available to 2004. Users may create customized reports analyzing the demographic and psychographic characteristics of product users and their media behavior. Data comes from the Simmons NCS, which is sent out to samples of the U.S. population several times a year. Studies include Simmons Kids, Simmons Teens, and Simmons Connect, which also includes the National Hispanic Consumer Study (NHCS) incorporating the same data as the NCS but asks additional questions of Hispanics. Access is limited to 24 simultaneous users. Please LOG OUT after use.

Consumer Behavior: Pandemic and Post Pandemic by Miller, Richard K., and Kelli Washington
Publication Date: 2020
This e-book is part of the RKMA Market Research Handbook Series.

Conscious Consumerism

Ethical consumerism and glass box branding by Elena Fumagalli Ethical consumerism has been on the rise in the last few years as consumers are focusing more and more on spending their money in a way that aligns with their values and beliefs. At the same time, technological innovation and increased connectivity through social media are helping consumers in their quest for conscious consumption choices. As a consequence, companies that once used to be black boxes are now becoming glass boxes, meaning that their internal cultures and processes become visible to consumers who are proactively choosing who to do business with. Consumers are now able to see how companies source their materials, treat their employees, and more generally, how ethically they behave within company walls and with society at large. The increased transparency companies face coupled with increasing consumers' demands could be seen as a threat, but also as an opportunity. This case urges readers to focus on the possibilities that these trends offer to business in various industries.
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Publication Date: 2021