Consumer behavior is studied both in terms of sectors of the population as well as individuals. By understanding what can impact buying habits, businesses are able to create products that are likely to appeal to a large number of consumers, and advertise them in ways that catch the attention of the target market. This process of evaluating consumer behavior is ongoing, since consumer tastes and needs change over time. For this reason, companies are always evaluating the success of their current efforts, and implementing changes when necessary in order to maintain that success.