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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

Your target customer is the person you've identified as most likely to purchase your products. This is a much more segmented portion of your target market, as you've identified certain aspects of this individual. These components might include a specific age instead of a range, a specific income level versus a large swath of income types, and the reasons these customers are most likely to purchase your products.