1. They are described as ACTIVE CONSUMERS of a product.
2. They are people who are both willing and capable of buying a particular product or service in a particular market.
3. It is the part of the total population that has shown some level of interest in buying a particular product or service.
4. It includes specific customers to whom a company directs its marketing efforts.
5. They are customers or clients who are already using a particular product or service.