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Business Communication: Consumer and Industry Information

Use this guide to identify resources relevant to conducting Business Communication and PR research

Definitions

Consumer Behavior:

1.The dynamic interaction of affect and cognition, behavior, and the environment by which human beings conduct the exchange aspects of their lives.
2.The overt actions of consumers.
3.The behavior of the consumer or decision maker in the market place of products and services. It often is used to describe the interdisciplinary field of scientific study that attempts to understand and describe such behavior.

 

Demographics:

The study of total size, sex, territorial distribution, age, composition, and other characteristics of human populations; the analysis of changes in the make-up of a population.


Life Style:

1. (consumer behavior definition) In general, this is the manner in which the individual copes and deals with his/her psychological and physical environment on a day-to-day basis. More specifically, it is used by some theorists as a phrase describing the values, attitudes, opinions, and behavior patterns of the consumer.

2. (consumer behavior definition) The manner in which people conduct their lives, including their activities, interests, and opinions.
 

Psychographics:

  1. (consumer behavior definition) A technique that investigates how people live, what interests them, and what they like; it is also called life style analysis or AlO because it relies on a number of statements about a person's activities, interests, and opinions.
  2. (marketing research definition) A technique that investigates how people live and what interests them.
     

American Marketing Association Dictionary

  Demographic Data

Research Consumers

Quality demographic information is important in doing business research. Organizations need to understand their customers and prospective customers in order to supply them with the right products and services, and to reach them via their preferred media. There are many resources available to help you learn about consumers and their behaviors, attitudes, and opinions.
 

What is a NAICS Code?

naics logoThe North American Industry Classification System (NAICS) is used to organize industry information. It's designed to produce common industry definitions for Canada, Mexico, and the United States. It is a hierarchical classification system, offering five levels of detail.

Industries are represented by a six-digit number. The first two digits designate the economic sector: manufacturing, agriculture, wholesale, retail, professional services, etc. The subsequent digits designate subsectors and industry groups.

Each digit in the code is part of a series of progressively narrower categories.

Example:

44 - Retail

448 - Clothing and Clothing Accessories Stores

4481 - Clothing Stores

448140 - Family Clothing Stores

The Standard Industrial Classification, an earlier U.S. system, is still used by some sources.

Finding Industry Information by NAICS

Government agencies and business information providers use NAICS to organize industry information. In addition to the links below, you can search several business databases by NAICS and/or SIC codes for industry information.

  Industry Codes & Classification

Find Industry Codes and Ratios for a Company

Note that companies that do more than one type of business will have multiple codes.