Marketing and Advertising

Finding information on consumer behaviour

The study of the lifestyles and personalities of consumers and how these affect their consumption behaviour is called psychographic segmentation.

In marketing, consumer behavior information may be derived from several sources, such as:

  • Consumer surveys: these provide a snapshot of opinions, habits and preferences of consumers,
  • Databases: these can be searched to find the latest research in consumer behaviour


Use the databases below to find information on consumers.

Polls and surveys

Suggested titles

Use the library's catalogue to find books, articles and other resources related to consumer behaviour. Try using the terms below in a Subject or Keyword search:

  • Consumer behavior
  • Consumers -- Psychology
  • Consumers' preferences
  • Consumption
  • Target marketing
  • Market segmentation