MARK 20100: Principles of Marketing (Bradford)

The following resources are good for finding out information about consumer behavior in general.  Important tips for success with the databases:

• There is a strong chance that you will not be able to find data about your specific city in the reports.  It will not be an optimal use of your time to do a search for the name of the city. 
• You will be able to identify general characteristics about various consumer groups.  See specific examples below.

Mintel Oxygen

[*Note: You will need to create a profile (one-time) to use this database. Use your ND e-mail address. DO NOT use your NetID password]

• One way to navigate the database, besides keyword searching it, is to browse the reports.  Look in the Mintel Reports: USA section to see what reports are available.  Check out the 'Lifestyles' reports and the 'Retailing and Apparel' reports.  Example:
  
  
  • Urban Living - Shopping and Spending Patterns - US - November 2006
  • Budget Shopper - US - October 2010 (section about Mass Merchandiser Budget Behaviors) 
    
    

MarketResearch.com Academic

• Provides thousands of full-text market research reports.  Examples of reports that might be worth a read:
  • The Young Urban Consumer: How Hip-Hop Culture Affects the Lifestyle and Buying Decisions of 12- to 34- Year Olds (May 2008)
    
    
• Target is covered in several reports.  Examples:
  • Home Organization in the U.S., 2nd Edition (November 2011)
  • Private Label Food and Beverages in the U.S. (August 2010)

Passport GMID

• To look at information about urban consumers and shopping in general:
  • Start typing the word 'urban' in the search box, upper right corner
  • Select 'Urban' and click the magnifying glass
  • Filter results on the left (e.g., 'by Geography'-- select US)