When we talk about consumer markets, we are including those individuals and households who buy and consume goods and services for their own personal use. They are not interested in reselling the product or setting themselves up as a manufacturer. Considering the thousands of new products, services, and ideas being introduced each day and the increased capability of consumers to afford these products, the size, complexity, and future growth potential of the consumer market is staggering. The next chapter, "MARKETING RESEARCH: AN AID TO DECISION MAKING", touches on many of these issues.
Figure 2.1 The Olympus camera is part of the consumer market.