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The University of Arizona

Business Careers Awareness Program (BCAP) (Summer 2018)

This guide to library resources is for high school students participating in the Business Careers Awareness Program (BCAP), offered each summer by the UA's Accounting Department and accounting firm EY.


Now that you know more about your industry and competitors, how do you determine your target market: the group of consumers who would potentially buy your product?

You'll need to look at demographics (age, gender, income, etc.) of consumers in your geographic area, and also look at characteristics (or "psychographics") that identify a consumer's attitudes, lifestyle, and purchasing behavior.

You may have already found some information about your target market. Here are some other useful resources:

Local Demographics

Census data

The U.S. Census Bureau is a great source for population, housing, economic, and geographic data. Its American FactFinder website can be difficult to search, so check out these tips. Here's some of the data available:



QuickFacts offer statistics on population, age, gender, ethnicity, homeownership, education, income, retail sales, and more.