Page 1 - Target Market for my nightlight.

Authors Avatar by abuelgasim (student)

The target market is for both children and parents/guardians of the child. The child’s automatic night light will be made for the use of little children (of both genders) aged between 2-5 years olds, which therefore must appeal to them and be a product which is both enjoyable for them and safe. However, the night light must also attract the attention of parents/guardians, as they will be buying the product, and so costs must also be moderately low as the product will be aimed and brought by middle-class citizens, earning around £25,000 in a household yearly and so they will have disposable income and will be able to spend £5-£10 on a night light for their child. These parents/guardians will be working either full-time or part-time and will also be family orientated. The child’s night will also be portable and so the parents may enjoy going on holiday with the children.  

The child’s night light will be used whenever light is needed to brighten up a dark area, this is likely to be during night-time before a child is going to sleep or when a child wakes up during the middle of the night needing to go to the toilet. Therefore, the product, will be beneficial for night time trips to the bathroom as there will be no need for the child to fumble around for the light switch and no longer will the child feel scared to go to the bathroom in the middle of the night. The night light will also be beneficial for children who need a light to help them sleep or children who prefer to sleep with the lights on. Children will feel more secure, during the night and reduce worries of parents/guardians, as they will be reassured their child is sleeping safely. Furthermore, the night light will monitor the safety of the child waking in the night needing the bathroom and then settling back to sleep.

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The child’s night light will be placed on a bed side table and so must be freestanding and aesthetically pleasing as the child will look at it frequently.

The child’s night light will be sold in large department stores such as ‘John Lewis’, but also in large toy stores and supermarkets like ‘TOYS ‘R’ US’ and ‘Tesco’.


I produced a survey (primary research) and distributed it to 50 people who were parents of young children, both male and female, asking them about what they thought of the product. My results were as followed:


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