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BUAD 345: Consumer Behaviour

This guide will help you with the research project for this course

Consumer behaviour information sources

For your project you need to find information about

  • the characteristics and lifestyle of your target market 
  • the typical consumer behaviour characteristics for your target market
  • how others are marketing to this group

You must use journal articles to find this information (minimum 6). See the boxes in this section for help finding journal articles.


Below are links to some of the suggested journal titles in your assignment outline that the library subscribes to. 

You can browse specific issues, or search within the journal for terms like "consumer behavior" or terms specific to your market (seniors, women, teenagers, etc.)

Key Business Article & Reports Databases

You can search a multitude of journals simultaneously in the library databases. For consumer behaviour, consider using business databases and multidisciplinary databases, as academics and experts in different subject areas publish on this topic (psychology, for instance).

Within a database, you can limit your search results to scholarly articles, which will eliminate popular magazines and newspapers from the results.

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