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Folgers & Coffee/Tea Industry Resources @ Pitt

Designed to help students with their research for Prof. Swaminathan's Marketing Management course (BMKT 2569)

Consumer Information

Use the resources on this page to learn about your target market and consumers. There are resources focusing on demographics, consumers, and psychographics. For other resources, check out Doing Marketing Research @ Pitt.


view of the 2000 US census results on peoples ancestry, by county. Demographics or demographic data are the characteristics of a human population as used in government, marketing or opinion research, or the demographic profiles used in such research.

Commonly used demographics include sex, race, age, income, disabilities, mobility (in terms of travel time to work or number of vehicles available), educational attainment, home ownership, employment status, and even location.

Distributions of values within a demographic variable, and across households, are both of interest, as well as trends over time.

Image by the U.S. Census Bureau, on Wikimedia Commons.

The below websites and databases are great starting points for basic U.S. demographic data.

Pitt Databases

Free Websites

The following websites and databases contain helpful global demographic information.

Pitt Databases

Free Websites

The following websites will provide helpful demographic information for Pittsburgh. Be sure to check whether the source is providing information on the city of Pittsburgh or the Pittsburgh metro area.

Consumers and Psychographics

You can think of demographics as providing information about who your consumers are, and psychographics providing the why they purchase things.

There are many resources available to help you learn about consumers and their behaviors, attitudes, and opinions.

Image by ProjectManhattan, on Wikimedia Commons, CC0.

The following websites will help you find and understand consumer behavior.

The following resources will link help you find surveys and polls that cover consumer behavior and attitudes.

Free Websites

The following resources provide data on consumer expenditure or spending.

Pitt Databases:

Free Websites:

Pitt Books/Ebooks:

Understanding the basic economic conditions can help understand and project consumer spending habits. Use the following websites.