Analyzing market trends involves examining who existing customers are, their need and wants, and how well satisfied they are. It also involves looking at potential customers who do not utilize the product or service and determining how existing products and services can be adopted or modified to address the needs of different target groups of consumers and developing strategies to increase the rate or level of usage by current customers. it also involves examining demographic, psychographic , and lifestyle issues among consumers, such as family status, age, interests residence ,education, and income level and determining shifts that are taking place in society relative to these areas