A target market may be a group of consumers within a business's serviceable available market at which a business aims its marketing efforts and resources. A target market may be a subset of the entire marketplace for a product or service. The target market typically consists of consumers who exhibit similar characteristics (such as age, location, income or lifestyle) and are considered presumably to shop for a business's market offerings or are likely to be the foremost profitable segments for the business to service. Once the target market(s) are identified, the business will normally tailor the marketing mix (4Ps) with the requirements and expectations of the target in mind. This might involve completing additional marketing research so as to realize deep insights into the standard consumer's motivations, purchasing habits and media usage patterns. the selection of an appropriate target market is one among the ultimate steps within the market segmentation process. the selection of a target market relies heavily on the marketer's judgement, after completing basic research to spot those segments with the best potential for the business.