Abstract
The article researches the target audience of the confectionery market. The segmentation of the visitors of the pastry shop was carried out, the possible types of customers of the pastry shop were considered, the classification of potential customers based on the "code lock" feature was presented, the target audience was selected by evaluating each criterion. A personification of a confectionery cafe based on the type of "Sweets" was built (consumption situation, purchase situation, need awareness situation, leisure situation, work situation, home situation, manner of behavior, places of stay). A market coverage strategy (concentrated marketing) is recommended.
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