You are assigned to be the sous chef to Latitude , an up-and-coming caf that is about to open soon in The Continent Hotel .

You are assigned to be the sous chef to Latitude, an up-and-coming café that is about to open soon in The Continent Hotel. Your head chef wants you to identify who your target market is.

The café will be a casual, relaxed establishment that will offer meals and beverages. Customers can chat with their peers, work on projects, or simply relax. The cafeteria will be open to both guests of the hotel and outsiders.

The establishment is located near a commercial area with many office spaces and malls.

To identify your target market, you went to establishments similar to your café to gather information. You have observed that the establishments have a good balance between male and female customers. You also noticed that the customers are usually between the ages of 25 - 40, most wearing casual clothes and some wearing office attire. The establishments present a casual and relaxed atmosphere. You also noted that most customers are alone, usually reading books or working on their laptops. Upon examining the establishments' menus, you noticed that most menu items are priced above average. 

Answer the following questions on the next page to describe how you can identify your target market.

Briefly describe each factor that must be considered when identifying your target market based on how Lattetude is described in the case study.
Factors	Description
Nature of Operation
2. Style of Operation
3. Location of Operation

Identify the demographics, psychographics, behavior, and geographic of the target market of Lattetude that is described in the case study.
Demographics
2. Psychographics
3. Behaviour
4. Geographics