Marketing: The Core 4th Edition by Roger Kerin, Steven Hartley, William Rudelius, Erin Steffes

Exercise 10

To conduct a consumer analysis for the product-the good, service, or idea-in your marketing plan:
Identify the consumers who are most likely to buy your product-the primary target market-in terms of ( a ) their demographic characteristics and ( b ) any other kind of characteristics you believe are important.
This consumer analysis will provide the foundation for the marketing mix actions you develop later in your plan.