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Target Consumer: Definition & Explanation

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  • 0:00 What Is a Target Consumer?
  • 0:26 Core Specifics of…
  • 1:00 Consumer Attributes
  • 1:38 Examples
  • 2:54 Lesson Summary
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Lesson Transcript
Instructor: James Carnrite

A marketing, communications, and supply chain professional who has a masters degree in IT Mangement. Has been working with young professionals to develop their leadership styles.

Have you noticed recurring commercials during your favorite Thursday night television program? You're probably a targeted consumer for those products, and marketing professionals use this outlet as a resource to communicate to you effectively.

What Is a Target Consumer?

The term target consumer is defined as the specific group of consumers who are the focus of a company's advertisements. This focus is communicated through media and the use of television, movies, audio, and print capabilities. The target consumer is similar to target market; however, the notable difference is the target consumer is a specific group within the target market.

Core Specifics of Target Consumers

Much like target markets, target consumers have a large impact on a company's marketing and advertising plans. When companies design campaigns with messages to be conveyed in advertisements, they compose them specifically around the target consumer attributes. It is important to understand your target consumer, and the following criteria can act as a guide:

  • Your product or service has the ability to be preferred by the customer
  • Your product or service contains an attribute they desire
  • The target consumer has buying power and can provide you with sales and profits
  • The target consumer has an unmet desire that your product or service can fulfill

Consumer Attributes

While keeping the criteria just mentioned in mind, we take the understanding of your target consumer one step further to understand and identify some of their specific attributes. These are:

  • Demographics
  • Routine
  • Unmet desires
  • Requirements
  • Uncertainties
  • Purchasing power
  • How the consumer will use the product or service

As a marketer, understanding the attributes of your target consumer can provide many benefits. When the attributes of your target are defined, you have the ability to communicate in a manner they will grasp.

Examples

A target consumer group can be defined by an array of categories: age group, marital status, social memberships, athletics, etc. To take it a step further, you can also utilize any combination of these attributes.

For instance, your target consumers might be men age 30-40 who are married with children and play racquetball. Determining these criteria for your target consumers is a critical component to the success of your campaign. Additionally, knowing that your goal is not to reach everyone, but a select few, can build an exclusive appeal.

The following is a list of specific examples to help you determine the specifics of a target consumer:

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