Skip Navigation Links and Jump to Page Content  The Library of Congress >> Researchers
Business Reference Services (Science, Technology, and Business Division)
  Home >> Guides >> Market Segmentation

Market Segmentation: OTHER GROUPS

Jump to Section:
Miscellaneous  |  Gender  |  Gay/Lesbian  |  Lifestyle  |  LC Subject Headings


Internet Resources

Anderson, Eric, Song Lin, Duncan Simester, Catherine Tucker. “Harbingers of Failure” April 4, 2015 External Link

"This paper shows that some customers systematically purchase new products that flop. Their early adoption of a new product is a strong signal that a product will fail - the more they buy, the less likely the product will succeed. These customers, whom we call ‘Harbingers’ [of failure], prefer products that other customers do not want." Paper published in the Volume 52, Issue 3 (June 2015) of the Journal of Market Research.External Link


Table of Contents

Other Groups
 > Gender
 > Gay/Lesbian
 > Lifestyle


Adv. showing freckled, toothless boy in coon-skin cap holding glass of Sunkist lemonade
Image caption: Advertisement for lemonade, 1955. Prints and Photographs Division (Library of Congress) Reproduction number: LC-USZ62-75888



All about Women Consumers. Boston : About Women. Annual.
LC Call Number: HC110.C6 A643
LC Catalog Record: 96004164

American Men : Who They Are & How They Live. 3rd ed. Ithaca, N.Y. : New Strategist Publications, c2008.
LC Call Number: HQ1090.3 .A457 2008
LC Catalog Record: 2011290444

American Women : Who They are & How They Live. 3rd ed. Ithaca, N.Y. : New Strategist Publications, c2008.
LC Call Number: HQ1421 .A486 2008
LC Catalog Record: 2011290445

The Changing Role of Men: How This is Affecting Purchasing Habits.
Euromonitor, October 3, 2007.
(Not available at the Library of Congress)

The traditional gender roles of men and women have changed significantly since the 1960s, as the rise in women choosing further education and careers has led men to fend more for themselves at home and to play a greater role in housework and bringing up children. In line with this change in social attitudes, men have also begun to pay more attention to their personal appearance and younger men are more likely than ever to live alone and delay marriage and having children. The report looks at the influence of the media in changing attitudes towards spending, technology, fashion, health (fragrances, cosmetics and toiletries) and leisure. Geographic focus is on Brazil, France, Germany, Italy, Japan, the UK, and the US. For sale by the publisher.External Link

EVEolution : the Eight Truths of Marketing to Women by Faith Popcorn and Lys Marigold. New York : Hyperion, c2001.
LC Call Number: HF5415.33.U6 P66 2000
LC Catalog Record: 00020983

Girl Power: Marketing to Today's Women.
Euromonitor, October 22, 2007.
Not available at the Library of Congress.

Report looking at the rising influence of female consumers. Included is a look at the increasing participation of females in the workforce, the increase in women's average disposable incomes, trend towards women marrying later, etc. Specific focus on areas where women spend a lot of money such as health and beauty (cosmetics) and clothes and shoes. Snapshots of Australia, China, France, Germany, Japan, the UK and the US. Special attention to Boomer women, single women, and "yoga moms." Available for purchase from the publisher. External Link

Just Ask a Woman : Cracking the Code of What Women Want and How They Buy by Mary Lou Quinlan. Hoboken, N.J. : J. Wiley & Sons, c2003.
LC Call Number: HF5415.33.U6 Q56 2003
LC Catalog Record: 2002153132
Publisher description
Table of contents

Marketing to Women. New York, NY : EPM Communications, c1999 - . Monthly.
LC Call Number: Current Issues Only
LC Catalog Record: sn 99008682

Muleěy, Miriam. The 85% Niche : The Power of Women of all Colors--Latina, Black, Asian. Ithaca, NY : Paramount Market Pub., c2009.
LC Call Number: HF5415.332.W66 M85 2009
LC Catalog Record: 2010278006

Top of Page Back to Top

Internet Resources

Census Bureau

Bureau of Labor Statistics

Includes labor force, employment, and unemployment statistics for women with details on industry and occupation. Related information on earnings including wives who earn more than their husbands. Also, has the annual Women in the Labor Force: A Databook since 2004. Data under the families and marital status category also includes Labor force participation of women and mothers and Labor force participation of mothers with infants in 2008.

"Still Miss Understood -- She's Not Buying Your Ads." Cheryl Berman, Denise Fedewa, and Jeanie Caggiano, Advertising & Society Review, Volume 7, Issue 2, 2008. External Link

Revisits the study by Leo Burnett that examined why advertising can't quite seem to engage women consumers by conducting informal focus group interviews with women from their teens to their 40s in seven countries around the world, reviewing published data, talking to journalists etc. Based on this research, the presentation outlined women's changing perceptions as they pertain to five key areas that impact marketing to women: money, sex, humor, emotion and authenticity.

White House Council on Women & Girls

Of interest is the report Women in America: Indicators of Social and Economic Well-Being (March 2011) [PDF format 2MB / 97 p.]. It pulls together information from across the Federal statistical agencies to compile baseline information on how women are faring in the United States today and how these trends have changed over time. The report provides a statistical portrait showing how women’s lives are changing in five critical areas: People, Families, and Income; Education; Employment; Health; Crime and Violence.

Women's Bureau - Department of Labor

Covers many areas related to women's employment. Includes Data & Statistics.

Top of Page Back to Top

Gay / Lesbian


Sarah Murray, "Why the Advertising Industry is in the Pink: MEDIA: Leading US Brands are Integrating Gays and Lesbians into Mainstream Campaigns as Popular Attitudes Change," The Financial Times, June 17, 2004. p. 17
LC Call Number: Newspaper 1932
LC Control Number: sn 83016421

Baxter, Susan, 2010. "Evidence on the Marketing Approaches Targeting Gay and Lesbian Consumers." Global Journal Of Business Research (GJBR) 4, no. 2: 125-139.


Gates, Gary J. and Jason Ost. The Gay and Lesbian Atlas. Washington, D.C. : Urban Institute Press, 2004.
LC Classification: HQ76.3.U5 G355 2004
LC Catalog Record: 2004002065
Table of Contents

Brown, Robert and Ruth Washton. The Gay and Lesbian Market by . New York, N.Y. : Kalorama Information, c2000.
LC Call Number: HF5415.127.B76
LC Catalog Record: 2003272297

Lukenbill, Grant. Untold Millions : Secret Truths about Marketing to Gay and Lesbian Consumers 2nd ed. New York : Harrington Park Press, c1999.
LC Call Number: HC110.C6 L852
LC Catalog Record: 98047911

Morse, David R. Multicultural Intelligence : Eight Make-or-Break Rules for Marketing to Race, Ethnicity, and Sexual orientation. Ithaca, NY : Paramount Market Publishing, c2009.
LC Call Number: HF5415.127 .M68 2009
LC Catalog Record: 2010277976

Internet Resources

Lesbian, Gay, Bisexual, Transgendered Demographic Report (Experian, 2012) External Link

State of the LGBT Consumer: What Lesbian, Gay, Bisexual and Transgender Households Buy (Nielsen, 2013) External Link

LGBT Adults Strongly Prefer Brands That Support Causes Important to Them and that also Offer Equal Workplace Benefits (The Harris Poll, July 18, 2011)
Archived press release External Link

AdRespect External Link

Top of Page Back to Top



American Incomes: the Demographics of Who Has Money. 4th edition. Ithaca, New York: New Strategist Publications.
LC Call Number: HC110.I5 R87
LC Catalog Record: 2003269369
Table of Contents
Publisher's web site External Link

Kennedy, Dan. No B.S. Marketing to the Affluent : No Holds Barred Kick Butt Take no Prisoners Guide to getting Really Rich. [Irvine, Calif.] : Entrepreneur Press, c2008.
LC Call Number: HF5415.332.A34 K46 2008 FT MEADE
LC Catalog Record: 2008015785

Leisure Market Research Handbook. Loganville, GA : Richard K. Miller. 2007-
LC Call Number: GV174 .L45
LC Catalog Record: 2007263157

The Lifestyle Market Analyst. Wilmette, IL : Standard Rate & Data Service, c1989-.
LC Call Number: HF5415.33.U6 L54
LC Catalog Record: 89644773

The first section gives demographic information by MSA/city as well as statistics on more lifestyle information. The second section gives lifestyle profiles (crafts, golf, house plants, photography, own a dog, own a cat, sewing, etc.) The third section gives demographics and lifestyle statistics on segment profiles (age, income, etc.)

Manafy, Michelle and Heidi Gautschi. Dancing with Digital Natives : Staying in Step with the Generation that’s Transforming the Way Business is. Medford, N.J. : CyberAge Books, 2011.
LC Call Number: HQ799.5 .D36 2011
LC Catalog Record: 2011003709

Michman, Ronald D., Edward M. Mazze, and Alan J. Greco. Lifestyle Marketing : Reaching the New American Consumer Westport, Conn. : Praeger, 2003.
LC Classification: HF5415.127 .M535 2003
LC Catalog Record: 2003057995

Palfrey, John and Urs Gasser. Born Digital : Understanding the First Generation of Digital Natives. New York : Basic Books, c2008.
LC Call Number: HM851 .P34 2008
LC Catalog Record: 2008021538

Research Alert Yearbook: Year in Review by the editors of Research Alert. New York, N.Y.: EPM Communications Inc. HF5415.33.U6 R47
LC Catalog Record: 2002209303

World Consumer Lifestyles Databook : Key Trends. London : Euromonitor International Plc, c2002-
LC Call Number: HF5415.32 .W67
LC Catalog Record: 2003257127

Internet Resources


Affluence in America: A Financial View of the Mass Affluent (Nielsen, 2012) External Link

Content Marketing Institute External Link

The Economic Divide: How Consumer Behavior Differs Across the Economic Spectrum External Link

My Best Segments from Nielsen External Link

This is a product that subscribers can use to evaluate market segments by linking consumer behaviors and using Nielsen Segmentation systems: Nielsen PRIZM Premier, Nielsen PRIZM, Nielsen P$YCLE and Nielsen ConneXions. In the Segment of the Week there are Segment Details, an interactive tool that shows segment groups based on demographics and behaviors. Some of the details about the segment's traits can be seen by clicking but subscribers can download detailed information about each segment. Some limited free searching can be done by ZIP code to see the segments and general profile is available.

Top of Page Back to Top

Library of Congress Subject Headings

Additional publications in the Library of Congress collection on marketing to various ethnic groups may be identified by searching the Online Catalog under appropriate Library of Congress subject headings. Choose the topics you wish to search from the following list of Library of Congress subject headings to link directly to the Catalog and automatically execute a search for the subject selected. Please be aware that during periods of heavy use you may encounter delays in accessing the catalog.

Affluent consumers--United States Lifestyles--United States--Statistics--Periodicals
Consumers with disabilities--United States Male consumers--United States
Gay consumers--United States Women consumers--United States
Lesbian consumers--United States  

Last Updated: 06/07/2016

To view PDFs Acrobat Reader

Top of Page Top of Page
  Home >> Guides >> Market Segmentation
  The Library of Congress >> Researchers
  November 3, 2017
Legal | External Link Disclaimer

Contact Us:  
Ask a Librarian