What is a smaller group of consumers with desires that differ from the mass market called?

A smaller group of consumers with desires that differ from the mass market is referred to as a niche market. This term is used to describe a specific segment within a larger market, where consumers have particular needs, preferences, or interests that are not being fully addressed by the mainstream market offerings. Focusing on a niche market allows businesses to tailor their products and marketing strategies to meet the unique demands of this group, potentially leading to higher customer loyalty and less competition.

For instance, a company that specializes in eco-friendly products may target a niche market of environmentally conscious consumers who seek sustainable options. By concentrating on this specific audience, businesses can optimize their product development, marketing messaging, and overall customer experience to better align with the expectations of these consumers.

In addition to niche market, the other options represent different concepts. A trade show is an event where businesses showcase their products and services, cash flow refers to the movement of money in and out of a business, and private label pertains to products branded by a retailer, often manufactured by a third party. None of these directly relates to the definition of a smaller group of consumers with distinct desires apart from the mass market.