Retailing Management 8th Edition by Michael Levy,Barton Weitz

Exercise 21

It is helpful for a company to periodically assess its core target market in terms of demographics and lifestyles. The investor-owners of YCC, Madison Dearborn Partners LLC, don't want to do an expensive market research study. Using the business and management databases in your university library, research this question: Who is the scentedcandle customer
a. On the basis of secondary data findings, describe the target market that buys premium scented candles.
b. What are the advantages and disadvantages of using secondary data to answer this research question