Having the correct target audience is key to having a successful profitable product. I need to specify what my target audience will be in terms of age, gender, style and what I would like them to have. I believe KEF is primarily aimed at a male audience due to the color, size and what the product is. Speakers are primarily dominant to a male audience as it is perceived as a "toy" to a man. Men tend to care more for gadgets and specifically loud speakers than women do., this is one of the reasons I aim my target audience in the male gender. I have also specified a male audience due to pictures that KEF have on their website, there are many pictures of male o with KEF's products and not a single picture of a female. This is also why I am aiming my product at a male audience.

On top of having a male target market I want to specify what exactly I want the customer to be like in terms of style, likes and age. I want my customer to like high end brands in fashion and technology I.e. Hugo Boss, Calvin Klein or Apple. I want them to like these brands as this will show that they are fashionable and like to have a high quality product where cost isn't that much of a issue, this also shows that they like to look good. As well as liking clothing brands I aim to have a customer who takes particular like in luxurious cars I.e Aston Martin, Bentley or Rolls Royce, this is because these cars are elegant and very prestigious and show that the customer likes high quality and luxury. Targeting the correct age of customer is extremely important especially with a product like this due to its price but also what KEF basis it's self upon. KEF have expensive products so this will require a male who has a good job to pay for the speaker, someone who will have a job like this will be slightly older than 25 as it is unlikely that a teenager or someone who has just finished University is going to have this kind of money after bills have been played. Due to the look of the speakers this will require a male who has good taste in modern design so this is where the max age range comes in. As I want a customer who has good up to date modern taste I will put a max age range at 40 as men over 40 tend to have a liking of slightly more traditional designs that they are used to. Although I have specified this age range it does not mean that customers over 40 can't buy it, it's just that I am designing for this specific audience. The same with the gender, woman can also buy this but it will be designed for men as this is the larger market.