Business owners often first gather demographic information to include in the business plans used to raise start-up funds and guide the launching of the business. Demographic information includes geographic area, age, income, race, gender and education level. It also includes shopping habits, marital status, number of children and other information about consumer characteristics. You might need local demographics about how many people own cars or homes, who attends college or what percentage of residents are Internet users. Whether the demographics describe national or local markets or small groups such as those within an age range, the information helps you avoid the hit-and-miss marketing method
