Marketing: The Core 3rd Edition by Roger Kerin, Steven Hartley,William Rudelius

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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.