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What Is Target Consumers ?

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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

Consumers 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.

Dove's Target Consumers                                    

Physical Target:

• Women who are in age 25 to 35.

• Women who use beauty products.

• Women who have knowledge about beauty and care for their skin.

• Women who are in middle or high income level.

• Women who live in big cities.

Psychological Target:

• Seeking for healthy hair, smooth skin.

• Interested in beauty.

• Believe the recommendation of a real beauty inside.

Dove' s Consumer Behavior 

• Buy shampoo or body wash, body bar at Superstore and Supermarket.

• Buy new ones when the old  is out.

• Number of purchase is 1-2 bottles or bars/time.

• 70-80% of women behavior likes to do hair color and the average of dying hair is every 2-3 months.