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Niche market (or market niche)

A relatively small group of customers sharing a common characteristic. Niche markets often develop as a subset of mass markets, in which case, they can be defined as a distinct sub-group of customers within a particular market for a product or service. A niche may be defined in a variety of different ways eg age, gender, ethnic background, occupation, income, geographical location, hobbies, interests, or even a problem.

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