In the market, actions known as incentives affect

I believe the answer is: consumers or producers.

Incentives refers to the aid or regulations that made by the government in order to encourage a certain economic action.

This usually being done by giving producers a certain tax cut to produce a certain type of product, which would affect producer's profit and product's price for the customers.

In the market, actions known as incentives affect the supply and demand. Incentives are something that incites or tends to incite to action or greater effort, as a reward offered for increased productivity. Hope this answers the question. Have a nice day.