In order to sell anything we have to know who we’re selling to. Products need to be designed to appeal to a certain type of customer, otherwise selling them becomes very difficult. It’s impossible to list all of the potential target markets as the possibilities are endless, but it is possible to decide on a target market and tailor to it.
There are several factors to take into consideration when deciding your target market, for example: age, gender, region, job, hobbies, disposable income, political views, region, living situation, family, weather, time of year, occasion, religion… I could go on and on. All of these factors can change the product, packaging and advertising of the product massively. For example, there is a significant difference in a cushion aimed at a 5 year old girl and a cushion aimed at a 47 year old woman. Neither customer would identify with the product not aimed at themselves, and therefore would not buy it. Creating a product that identifies with a certain group of people will increase the success and the sales of the product.
LinkedIn has a good article on their website that explains how to define your target market, which is linked below, and can explain it in much more technical terms than I can.