Here is an example of how one business described their target market:
| Characteristics | Primary Customers | Secondary Customers |
| Demographics | ||
| Age | 25-55 | Same |
| Sex | Male and female | Same |
| Occupation | Professional, white collar workers in 7 mile surrounding office buildings | Residents living in area |
| Income level | Meals will be moderately priced so expect all salary levels | Affluent |
| Ethnicity | N/A | N/A |
| Education | N/A | N/A |
| Other | Have only one hour to eat | Can spend more time eating and socializing |
| Geographics | ||
| City/town/country | Large city | |
| Population size | 100,000 in downtown 7 square mile area | 100,000 in surrounding area |
| Climate | Moderate for 9 out of 12 months per year | Same |
Special interests of needs: fast, tasty, affordable, weight conscious
Reasons this would be an excellent market: good tasting, fast, unique, reasonably priced restaurant offering relaxing, fun, comforting retreat during hectic workday. Great place to get away. Interesting shops and stores within walking distance.
