Target Market for Extreme Value Retailers Extreme value retailers such as Family Dollar, as well as Dollar General mainly target buyers in the lower-income bracket. These customers reside in small towns and suburbs, whose population sizes do not exceed 40,000 people. These comparatively smaller populations dissuade major retail brands such as Kmart and Walmart from investing in building large discount stores in the areas. These buyers equally price sensitive in their purchase, especially because of their relatively low incomes (Fratto, Jones, and Cassill 387). A significant proportion of these customers, almost half of them, have at least 55 years. This advanced age explains why the customers in these communities have a smaller purchasing power as most of them are out of employment. The advanced age of the consumers also explains why the extreme value retailers insist on opening up several stores within the same geographic areas. They know the majority of their targeted customers walk while going to do their shopping, thus they ensure they strategically position the stores within distances where customers can walk easily. Reasons Why Customers are increasingly Patronizing Extreme Value Retail Stores The extreme value retailers have a wide range of products, where a typical store stocks consumables, basic clothing, and seasonal home products, among many other varied products. They give consumers the assurance that they would obtain all categories they needed, even if they were widely varied. This kind of stores equally stocks smaller sizes of products that are priced affordably for the targeted market. These items would be expensive in other mainstream retailer brands, particularly because they would either be stocked in large packs containing several of them, or only the larger sizes of the commodities would be available in stock. Critically, the extreme value stores are small-sized compared to the massive discount stores run by Walmart or Kmart. These small-sized stores make it convenient for buyers to locate and purchase commodities, unlike in the case of the large-sized discount stores. Their positioning also further attracts patronization because these stores are staged in street aisles and smaller buildings that are easily accessed by customers walking on foot from their nearby houses. The retailers are maximizing space by opening several branches, even within the same location, to ensure more customers are served conveniently and comfortably. How Extreme Value Retailers Make Profits Despite these retailers charging lowly, they have derived convenient mechanisms for ensuring that they maximize their profits. Firstly, the extreme value retail brands do not undertake extensive advertisement for themselves and their operations. Dollar General and Family Dollar, for instance, abandoned their previous preference for circulars advertisement in favor of the low-pricing strategy. Thus, they achieve repeat buying because they have the lowest rates within their respective localities. Instead of the brands engaging in advertising, the customers themselves use word of mouth to spread the information and create the requisite market awareness. Secondly, these kinds of retail stores have focused more energy and investment on their supply chain efficiencies. Such arra