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BMKT 161

Research guide for BMKT 161 Environmental Scan

Consumer/Demographic Research

"Demographics: Description of a population according to characteristics such as age, gender, ethnicity, income, and occupation." - Kerin, R., Edwards, G., Tibbo, G. (2005). Marketing: The core. McGraw-Hill Ryerson; Toronto. (p. 54).


  • What do I want to know about the consumer?
  • Where does the consumer live?
  • What is the demographic make-up of the area in which the consumer and/or business resides?
  • Who is attracted to the business/product/service I am researching?


Consumer Demographics: Location

What is the location of your market?

The geography of the market is based on the way in which Statistics Canada collects its statistics.
The geographic areas include (terms taken from the 2016 Census Dictionary):

Consumer Demographics

Consumer Expenditure & Income

Consumer Expenditure: Survey of Household Spending


"The main purpose of the survey is to obtain detailed information about household spending during the reference year (previous calendar year). Information is also collected about dwelling characteristics as well as household equipment." - Statistics Canada

2017 Survey of Household Spending publications

Current Survey of Household Spending data