Who constitutes the target market for Dollar General?

The target market for Dollar General primarily consists of rural customers. This demographic is significant because Dollar General has strategically positioned itself in rural areas where access to larger retail stores may be limited. The company focuses on providing essential everyday items at affordable prices, catering to the needs of consumers in these smaller communities.

By offering a wide range of products from groceries to household essentials, Dollar General appeals to individuals and families who may not have the same options available to them as those in urban settings. This focus on rural customers is a core element of Dollar General's business model, making it an integral part of their overall marketing strategy. The company’s locations are often in places where larger competitors might not operate, reinforcing its appeal to this specific target market.