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MKT2000: Principles of Marketing: Psychographic vs. Demographic Data

Course guide for MKT2000: Principles of Marketing.

Consumer Profile

Consumer profiles are factual descriptions of our consumers, which are made up of demographic and psychographic data, and give us a detailed understanding of who they are and what they want. 

Psychographic Data is information about a population's psychological dispositions. 


  • Lifestyle
  • Opinions
  • Personalities 
  • Activities

Demographic Data is socioeconomic information that is expressed statistically. 


  • Age
  • Race
  • Income
  • Education