For specialized assistance, please contact the Business Reference Librarian to set up a consultation appointment:
Customer Analysis
I. Target Market/Demographics
Who is the target customer for your product service? Where do they reside? What is their age, income, gender, ethnicity, and level of education? Be specific about location, age, income, gender, ethnicity, level of education, and any other demographic factor you can.
Finding customers (a target market) who are interested in or need a specific product or service:
Best Customers: Demographics of Consumer Demand
MCOB Reference HC 79 .C6 B47 2006
This book will help determine a potential target market for a specific product or service. Data for each product/service includes: average spending, indexed spending, market share of spending by age, household income, household type, race, region of residence, and educational attainment. Each table is accompanied by text identifying the best and largest target group of customers, analyzing spending patterns, describing spending trends for the product/service over the past few years and predicting future trends based on the nation's changing demographics.
Business Source Premier (EBSCO)
American Demographics, an excellent source of demographic data, is provided in full-text.
Click on advanced-search at the top of the screen:
- In the first search-box, use the pull-down menu to select 'Publication Name' and type American Demographics in the search box.
- In the second search-box, use the pull-down menu to select 'All Text' and type in a search term that describes your product or service (ex. weddings).
American Demographics is also available on the Web.
Who's Buying Series ... (New Strategist Publications)
| Alcoholic & nonalcoholic beverages |
MCOB Reference HD 9348 .U5 W46 |
| Apparel |
MCOB Reference HD 9940 .U6 W46 |
| By Age |
MCOB Reference HF 5415.33 .U6 W45 |
| By Race & Hispanic Origin |
MCOB Reference HF 5415.33 .U6 W46 |
| Entertainment |
MCOB Reference GV 53 .W46 |
| Groceries |
MCOB Reference HD 9321.4 .W46 |
| Healthcare |
MCOB Reference RA 410.53 .W46 |
| Household Furnishings, Service, and Supplies |
MCOB Reference HD 9773 .A1 W46 |
| Information Products & Services |
MCOB Reference HE 7601 .W46 |
| Pets |
MCOB Reference SF 414.7 .W46 |
| Restaurants & Carry-outs |
MCOB Reference TX 945 .W46 |
| Transportation |
MCOB Reference HD 9710 .U52 W54 |
| Travel |
MCOB Reference G 155 .U6 W46 |
Each report in this series provides: household spending trends for 5 years across a number of demographic characteritics, household spending for specific types of products/services, and a ranking list. For each product/service: best customers are identified, customer trends are given, and average household spending is provided across a number of demographic variables.
Lifestyle Market Analyst (SRDS)
MCOB Reference HF 5415.33 .U5 L54
Provides market analysis at the local, regional, or national level. It breaks down the American population geographically and demographically. It also includes extensive lifestyle information on the interests, hobbies, and activities popular in each geographic and demographic market. Use section 1 to analyze a geographic market in terms of demographic characteristics and lifestyle interests. Use section 2 to analyze a market segment of households interested in a specific lifestyle (ex. foreign travel). Use section 3 to analyze consumer segment groups in terms of their geographical distribution and prevalent lifestyle interests.
*Read the information on how to interpret the data in front of the book.
The Official Guide to Household Spending: the Number One Guide to Who Spends How Much on What
MCOB Reference HC 110 .C6 T72
This source is based on the Consumer Expenditure Survey conducted each year by the Bureau of the Census. Within major spending categories such as food and alcoholic beverages, or shelter and utilities, data are presented in groupings by age, income, household type and size; then broken down into entries such as bakery products, nonalcoholic beverages, or food away from home. Tables show average expenditures, indexed expenditures, aggregate expenditures, and market percentages.
Simmon's Choices III Database (MCOB Library Use Only)
Contact the MCOB Library Service Desk for reservations at 251-414-8067
This database measures usage of products and services by brand name, demographic/lifestyle characteristics of the respondents, and their exposure to differing media. Refer to the accompanying technical guide for assistance in understanding the data. "Media Ranking" reports will provide a ranking of media for a selected target group.
Choices III is available for use in the MCOB Library on a stand-alone work station which can be reserved by contacting the Service Desk at 251-414-8067. If you are a first time user, please ask for assistance by contacting Deborah Harrington to set up an appointment.
An electronic guide which cover the basics of the system are available on the Web:
Using Simmons Choices III (University of Tennessee)
http://www.lib.utk.edu/refs/business/simmons.html
Use networking to make connections or to complete survey analysis on a potential target market.
For example: if data cannot be found regarding what type of customer would be interested in astronomical devices in the Mobile area, you may want to check out University of South Alabama student organizations or Mobile area organizations so that you can survey their members or speak to them face-to-face. You may also want to speak to Science professors at the University of South Alabama and ask for their assistance.
II. Determining target market size in specific geographic/market areas:
How big is the potential target market? How much growth is expected?
Alabama State Data Center
American Fact Finder (Census Bureau)
Community Sourcebook of Zip Code Demographics
MCOB Reference HA 203 .S66
For each zip code, provides county level data per Population, Race, Age, Households, Families, Median Household Income, Income, Spending Potential Indices.
*Refer to the front of this book for data interpretation guidelines.
Mobile Bay: An Economic Overview
Mobile County Economic Development Report
Statistical Abstract: Mobile Bay Area (Mobile Chamber of Commerce)
Survey of Buying Power and Media Markets
MCOB Reference HC 79 .C6 B47 2006
U.S. Census Bureau
U.S. Census Bureau: Population Projections (forecasts to 2050)
Location, Location, Location :
Traffic/intersection counts can be useful in determining the best location for a small business.
Alabama Department of Transportation
Florida Department of Transportation
Georgia Department of Transportation
Mississippi Department of Transportation
Property rates can also be a determining factor in where you start your small business.
Commerical Property Directory
The Commercial Property Directory is the number one source of commercial real estate information on the Internet for properties and companies located in the Gulf South States.
Mobile Chamber of Commerce (Building & Site Search)
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Last Updated: 9/8/08 DLH
