Biology and consumer behaviour Biology and consumer behaviour Consumer behaviour is the study of the motivations surrounding a purchase of a product or service. It has been linked to the field of psychology, sociology and economics in attempts to analyse when, why, where and how people purchase in the way that they do. However, little literature has considered the link between our consumption behaviour and the basics of our being, our biology. Segmentation by biological-driven demographics such as sex and age are already popular and pervasive in marketing. As more knowledge and research is known, targeting based on consumers' biology is of growing interest
MtDNA haplogroups in populations of South Asia to unsubstantial frequencies below. U* = other derivatives of haplogroup U; R* = derivatives of haplogroup R that do not belong to HV, TJ, U, B, and F. MtDNA haplogroups in populations of South Asia Listed here are notable groups and populations from South Asia by human mitochondrial DNA haplogroups based on relevant studies. The samples are taken from individuals identified with linguistic designations (IE=Indo-European, Dr=Dravidian, AA=Austro-Asiatic and ST=Sino-Tibetan), the third column gives the sample size studied, and the other columns give the percentage of the particular haplogroup. The two most widespread MtDNA haplogroups in South Asia are Haplogroup M