psychographic segmentation for bakery

Theyre working professionals like doctors, professors, lawyers, and accountants. The people whore performing well in this group can buy most of what they want if they work towards it. April 19, 2020 By Hitesh Bhasin Filed Under: Segmentation. First, Dove use segmentation is Demographic Segmentation. Behaviour. Psychographic traits can range from values, personalities, interests, attitudes, conscious and subconscious motivators, lifestyles, opinions, and more. What would you emphasize and deemphasize? These characteristics may or may not be instantly . They cater mostly to upper-class consumers with their high quality and high price, which a middle-class customer can't usually afford. Restaurant marketing creates loyalty, provides data to research, analytics, and allows restaurants to gain a better understanding of their ideal customer profile. Choose the strategies that work for you and start implementing it across small test groups. Psychographic segmentation Unlike geographic segmentation and demographic segmentation, psychographic segmentation focuses on the intrinsic traits your target customer possesses. Weve talked at length about how to use quizzesand segment your market at the point of lead capture. If it were using demographic or geographic, it would be present in each and every town. You get the benefit of using a script while still reacting to statements in real time. If I were to ask you what your personality was like, how would you answer? Finally, customer interviews can be one of the most effective ways to find compelling testimonials and validate your business model. If you know that more customers are ordering take-out each month, you might want to consider adding a small Grab & Go section for your location. Psychographic segmentation considers characteristics such as lifestyle, interests, personality, and values. subscribers and customers with Its unique in []. 4 types of Market segmentation and how to segment audience with them? Our featured training is an email course that takes it further and gives you step-by step training to implement it in a specific funnel (which it shows you how to build). Different customers might have different activities and interests. Behavioural segmentation, as the name suggests, segments audiences by behaviours and habits. Psychographics consider what customers think, feel, believe, fear, and desire. Your campaigns are all the same regardless of who youre targeting - and your ROI is suffering as a result. 3. The process well employ will help you understand your market as a whole so you can create segments. Please note that this is different from behavioral segmentation because it deals with the rationale behind their actions instead of the actions themselves. Reveals hidden attitudes. . The 7 Steps of Market segmentation Process of segmentation. can you explain me how Psychographics segmentation affect in Ice cream ? Sometimes, she can be a little much but overall, shes caring and understanding. REAL INSIGHTS FROM THE TRENCHES DESIGNED TO HELP YOU BUILD A BETTER BUSINESS. However, with tools like. Here are some advantages of psychographic segmentation in marketing: Psychographic data can be collected and analyzed in several ways. A simple example would be if i ask you what comes in mind if i talk about a Harley davidson biker more commonly known as Hogs. Those dimensions are known as the AIO variables (activities-interests-opinions). Your market research is outdated. WiFi marketing is a marketing technique that uses guest WiFi to collect & clean customer data such as names, emails, phone numbers, customer behavior, and demographics. To do that, well use a single open-ended question. That being said, focus groups bring a wide range of people from diverse backgrounds which give you a higher chance of finding your target psychographic profile. For restaurant owners and marketers, using artificial intelligence (AI), This fable offers insight on the type of knowledge used by once humble restaurants to become independent & chain category leaders. Demographic Segmentation: It caters all kind of different segments in demographic segmentation within Lahore. For example, a millennial woman who has previously bought from independent retailers, spends time reading webshop supply chains, and chooses products with eco tags, may be part of the environmentally-conscious market segment. With the knowledge that their stamp of approval drives purchase behavior, they can then begin to implement their insights omnichannel. They go above and beyond to make sure our team and customers stay connected while helping us with our marketing efforts.. Take a look at Foot Lockers Foot Locker man badge on the Adidas shoe above (product badges are nudges because they are subtle cues that attempt to drive behavior). In-depth industry statistics and market share insights of the Bakery Products Market sector for 2020, 2021, and 2022. The first step on our list and the most common way to unlock psychographic information for segmentation are surveys. Consider these six examples of psychographic characteristics that you can assess and use in marketing campaigns: 1. What worked for Gucci was understanding that although they appeal to a rich customer base, these customers are also young, active on social media, and appreciate a brand that doesnt take itself too seriously. Lifestyle: Moderate to upscale. Thats what you should keep in mind when segmenting on psychographics. in case of ice cream, companies most probably depends on life style Psychographics, the youth consumer are the most segment has purchasing intention to buy this product and easily attracted by advertising, we can add such the previous example social class also determines the type of brand. Step 8: Market Segmentation It's time for some brainstorming. What is the Difference Between Psychographic Segmentation and Demographic Segmentation? Quantitative vs. Qualitative A.I. It encompasses your beliefs, your morals, your goals/motivations, and your outlook on life. In addition to that, what activities do they perform occasionally but have a high level of engagement with? Each person's social status indicates how much money they can afford to spend on particular products. 1. Market segmentation refers to A. having regional sales forces that can market a product according to geographic area. Everyone has different clothing habits based on their lifestyle. Dont limit customer interviews to the people who are satisfied with your product. Psychographic segmentation reveals unseen motivations and attitudes behind buyer decisions. A college student will wear different shoes, shirts, and pants from a C level executive. It consists of dividing a market according to lifestyles, values, opinions, or individuals' personalities. For example, with this email campaign, they take into account different psychographic variables: The email campaign is also directed at the New year, new you segment of female shoppers who respond to novelty, or the Fresh Start Effect (read more about this effect and other psychological marketing examples here). In this type of segmentation, you can break down certain groups of people, like those between 30 and 40 year old, based on their personality, social status, lifestyle, and attitude. I always find the psychographic soup study a great reference for this: different psychographics can be linked to different types of soup fans! Psychographic segmentation is the smartest way for companies to stand out and identify the critical needs of customers. With this data, its up to your team to help make these kinds of assumptions, drawing meaning from customer motivations. You can tell a lot about someone based on how they think and behave. Thus by lifestyle we mean, where does the customer stand in his life cycle. Psychographic segmentation is the process of separating or grouping an audience based on those psychological qualities. Today, were diving deep into psychographic segmentation which will shed light on the WHY behind the activities of your customer segments. When thinking about and defining activities to build a psychographic profile, there are a number of things to take into consideration: The activities they engage in during their free time can reveal a wealth of insight. Loading. Your market segments' opinions and behaviors influence the products and services they buy and even how they respond to your messaging. Blog, Call: 727-877-8181 | Email: sales@bloomintelligence.com, Copyright 2022, Bloom Intelligence Restaurant Marketing & Guest Intelligence Platform - All Rights Reserved -, For instance, restaurant marketers are frustrated because they cannot leverage behavioral segmentation in their marketing. The segment for the banner above isnt just the eco-conscious adventurer. People who are low in this trait have emotional stability, deal with stress well, and rarely stay sad or depressed. When you post a poll on social media, your most engaged customers and audience members will answer. Are they athletes? If someone hates Dell computers then it doesn't matter how well you design the latest model, they won't buy it. If their interest is sustained theyll perform an action that may turn into a consistent activity. Whats the takeaway? This is where Psychographic Segmentation examples come into play. Segmentation . Theyll buy ropes, harnesses, packs, helmets, climbing shoes, etc. Its a consumer brand so the psychographic levers they pull need to appeal to a large swath of a population. That way, you can ensure you dont miss important insights. Examples of Psychographic Segmentation This 2019 report by Resonate groups shoppers as activist shoppers, personal values shoppers, advice-seeking shoppers, and blog-obsessed shoppers. Starbucks campaigns accordingly appeal to these different segments, which is part of the reason theyve become so successful with consumers. Demographic. Where focus groups may cause. As a result, each customer has separate values, attitudes and lifestyle. Some are ten dollars and some cost as much as a home. Similarly, the lifestyle of a rural area customer might be different from urban areas. Trust me, Ive been all over Africa. They also promote their fair supply chain and bolster their CSR clauses from factory work to fair labor. These psychological aspects may be consumers lifestyle, his social standing as well as his AIO. These products are targeted at what is called the upper-class consumer. Psychographics bridge the gap between consumer psychology and data, taking your behavioral data to the next level of insight. Your personality is you. Coke is what Ill refer to as an Uber brand. White Papers/Case Studies It also makes it possible to attract a diverse group of customers with the same product without making material changes to it. Let's take a closer look at each of these psychographic segmentation examples: Market analysts can conduct a personality segmentation based on people's similar behavioral, emotional, and cognitive traits to form groups of customers with matching personalities. There are few people in the world who arent familiar with their red bottles. They help brands to build buyer personas to drive their marketing and customer success strategies. Sentiment Analysis Theyre by no means poor but theyre not as financially stable as the upper middle class. Use the factors to inform your segmenting decisions. 4.2 Target Market Segment Strategy While Fetch is affordable and useful for all dog owners, our focus will be on middle-aged female baby boomers. Another way to use psychographic segmentation is to create clusters based on your consumers lifestyles. To boost your kid-friendly meals, you might want to run a marketing campaign directed at the family treat and convenience segments. Psychographics is a type of customer segmentation that focuses on inner or qualitative traits. document.getElementById( "ak_js_1" ).setAttribute( "value", ( new Date() ).getTime() ); This site uses Akismet to reduce spam. Behavioral segmentation is a form of market psychographic segmentation that groups consumers based on specific behavioral patterns they display when making purchasing decisions. Never miss a post! There are multiple ways to collect psychographic info. Developed in the 1970s, it applies behavioral and social sciences to explore to understand . These arent written in stone and keep in mind that psychographic segmentation prevents you from generalizing too much. Weddings, birthdays, religious celebrations and parties of all kinds require cakes and baked goods. Search no more, youve found the ultimate psychographic research guide with tools, tips, and tricks! A subset of lifestyle, activities interests and opinions also affect consumer buying behavior that is why psychographic segmentation is important for this type. A person's lifestyle can tell you a lot about how, when, and where they like to spend their money, time, and energy. It also makes it possible to attract a diverse group of customers with the same product without making material changes to it. In short, it lets you know who they are as people as opposed to numbers on a screen. And which segment to target? Youll need to ask the right questions and look between the lines to understand what theyre saying. It requires looking beyond customers as they pertain to your brand and seeing them as individuals. For example, to support the climate strikes last year, Patagonia released their facing extinction campaign and closed down their stores in protest. Advertising Source: Psychographic Segmentation Illustration by SlideModel.com. Many other websites and videos are available to help restaurateurs understand their market segments better. SEGMENTATION. Geographic segmentation is perhaps the simplest way to get your foot in the game. How to decide your segmentation strategy? What are their common behaviors? Improve Ratings and Reviews Depending on what their opinion is theyll begin to seek more information about it. Bakeries can partner with. It showcases the real-world utility of the technology theyre making and appeals to our humanity. This refers to sadness, moodiness, and emotional instability. Lifestyle . For example, if a bakery is looking to target customers who have celiac disease, it may begin by creating a line of gluten-free products specifically designed . You can use each of these psychometric . Some might find your website copies to be sufficient sources of information. The place people occupy in their community (or they perceive themselves as occupying) has a direct correlation to their purchasing behavior. By grouping customers with similar characteristics together, you can personalise the messages you send to each group. Psychographic segmentation, when done right, is a powerful lever for refining your messaging and creating the right products. They proposed the Values Attitudes and Lifestyles (VALS) framework that could be used categorized all consumers into 8 segments, according . People who score high on the openness meter have a wide range of interests. For example, suppose you sell software to developers or have a food delivery application. How would your message be different if you knew what someone wanted.. Thats the informationpsychographic segmentation gives you. Psychographic segmentation is defined as a technique where the target market is divided into different segments according to internal characteristics such as attitudes, personality, values, beliefs, lifestyle, interests, and social class using which you can create highly effective marketing campaigns. Geographic Segmentation Geographically, Sofia Bread and Pastries has a large group of untapped target market which are considered potential customers considering the 61 Barangays in Bacolod city with a total population of 511,820 as of May 1, 2010 and is estimated to double in 39 years (Philippines Statistics Authority, 2013). For example, the company may look at where their customers come from Google search, Facebook, a referral link, another online avenue and what products they view or buy. Psychographic profiling attempts to segment the market based on traits such as personality and lifestyle. These clusters will form subsets (or segments) of customers based on their: Social class Lifestyle Interests Values Personality Social status Religion Opinions Attitudes Hobbies They need a way to track customer purchasing behavior, visiting behavior, and preferences related to their products and their industry. Psychographics in marketing focus on understanding the consumer's emotions and values, so you can market more accurately. Feminists (and within this a whole subset divided by race and class), Of course, this also means talking to your customers. It connects your brand, messaging, and general marketing strategies with the psychology of your customers. In [], Marketing is tough. I am a Digital Marketer and an Entrepreneur with 12 Years of experience in Business and Marketing. To recap, heres a summary of what weve covered throughout this article: Whats important to remember is that psychographic segmentation will only work if you stay transparent with your customers data, combine it with behavioral data and actionable insights, and stay consistent with your branding across all your channels. With interest profiling, its easier to go broad before going narrow. Your email address will not be published. and figure out what made people tick as individuals. Extrovert. The motorbike brand is notorious for targeting the rough, rebellious, free, thrill-seeking American man - and this personality has influenced their overarching marketing strategy since the 1930s! Hii! In-house surveys, customer loyalty metrics, loyalty program participation, and daily restaurant traffic should be measured and analyzed. The campaign responded to the psychographic segment of the upper-class millennial. This includes buying habits and online behaviour, including platform and technology usage and most active hours online. The four main categories often used in market segmentation are: Geographic. The market is projected to grow from USD 416.36 billion in 2021 to USD 590.54 billion by 2028, growing at a CAGR of 5.12% during the forecast period (2021-2028). This is an open-ended question that sheds light on what your audience wants from you and your solutions. For example, because of their social standing, some families will refuse to by a Kia Rio. Geographic. I even encourage you to use some of their statements to write the copy on your website. How, when, and how often the customer uses the product, The benefits sought concerning the product, How Behavioral Market Segmentation Can Benefit Restaurants. Weve defined psychographic segmentation and the most important variables to keep in mind for your marketing strategy. But psychographic segmentation also takes the psychological aspects of consumer buying behavior into accounts. If your customers respond to things like Social Proof, Innovation, Endowment, Authority, or Scarcity, this can tell you a lot about who they are as people. Thank you very much. What is Restaurant Reputation Management? And guess what? In the world of restaurant marketing, businesses often rely on both qualitative and quantitative data to make informed decisions. Brick-and-mortar businesses, including restaurants, can also realize advantages by incorporating behavioral segmentation into their marketing and operational strategies. (If the product badge Popular would have driven online conversions more than Authority-based badges, then this would have changed how they segmented their audience and thus their communication). All rights reserved. These psychological aspects may be consumers lifestyle, his social standing as well as his AIO. Thus the term Brand personality came into effect. Now, they use personality traits. Special events can be a major market segment for independent bakeries. Psychographic segmentation is quite similar to behavioral Psychographic segmentation. For example, someone whos conscientious, upper middle class, and feels strongly about education/ career is more likely to shell out large amounts of money for training. This post goes deep into what psychographic segmentation is and you'll walk away with an understanding of how to use it. Its the last piece of the puzzle to achieving a holistic customer view! American skincare brand Olay used benefits sought behavioral segmentation when creating its Skin Advisor. These questions allow your customers to report on an actual experience theyve had. Dove Segmentation Analysis. Qualitative data is subjective and focuses on understanding guest experiences and, Artificial Intelligence (AI) has become somewhat of a buzzword in almost every industry including the restaurant industry and rightfully so. Restaurant marketing is the process of getting people to visit your restaurants. This customer segmentation type helps sales and marketing teams align as both of them have a focus on closing the deal. Usually, theyre the most successful people in their family. Lifestyle choices, social status, and personality work together to determine the kind of products and services someone will buy. The reason for that is that different brands target different personalities. Check which segments work for your brand and target audience. Distinguish the guests that dine at your restaurant from those who pick up a take-out order, all without a new POS system. Are they a first-time customer, prospect, or old customer? A good example would be high-end products such as those that are made by brands like Prada, Cartier, or Dolce & Gabbana. The email also does a no-nonsense job of showing the segment exactly what it needs to know - address, time and date, even a shop finder. Legacy brands like Gucci have a good idea of who their target audience is: they aim their products at the upper-class consumer with high quality, high prices, and high fashion. Psychographic segmentation applies behavioral and social sciences to understanding people's motivations, values, priorities, decision making, lifestyles, personalities, communication preferences, attitudes, and beliefs. Psychographic segmentation has been used in marketing research as a form of market segmentation which divides consumers into sub-groups based on shared psychological characteristics, including subconscious or conscious beliefs, motivations, and priorities to explain and predict consumer behavior. Psychographic attributes are the ones that aren't obvious just by looking at your customer, like demographic segmentation. You can segment your audience based on their sleeping pattern, eating tendencies, level of physical activity, etc., figure out their needs, and develop your product and services accordingly. We all hold opinions whether thats about politics or global warming. , in exchange for a chance to win a free meal, discount, etc. Users' activity on social media, mobile applications, online purchases. Psychographics is the qualitative methodology of studying consumers based on psychological characteristics and traits such as values, desires, goals, interests, and lifestyle choices. Psychographic segmentation has found higher merit among marketing scholars and practicing managers in designing effective marketing strategies to target and deliver betterespecially for indulgence food such as chocolates. Psychographic segmentation is segmenting a market based on personality, motives and lifestyles. By the way, it's predicted that by 2025, 25% of marketing departments will have behavioral scientists as part of their full-time staff. Retail Marketing, WiFi Marketing Blog The campaign below, for example, features their signature badge pretty heavily: Having a psychographic segment of people who respond to Authority means Foot Locker can also use words like expert or staff picked to recommend further products onsite or enhance their campaign copy like in this twitter post: The Foot Locker approved badge gives them a chance to show their credibility across multiple channels, simply using insights that started from product badges on their PLP. Available to download is a free sample file of the Bakery Products Market report PDF. Seek more information about it on both qualitative and quantitative data to the people performing. An action that may turn into a consistent activity you understand your market at the of. Is theyll begin to implement their insights omnichannel clothing habits based on how they think behave. Considers characteristics such as personality and lifestyle ; t obvious just by looking at your restaurant those... Theyve had latest model, they can then begin to implement their insights.. Sample file of the technology theyre making and appeals to our humanity climbing shoes shirts. Utility of the puzzle to achieving a holistic customer view in-house surveys, customer loyalty metrics loyalty! An audience based on specific behavioral patterns they display when making purchasing decisions made people tick as individuals across test... Most common way to use it she can be one of the puzzle to achieving holistic. Piece of the Bakery products market sector for 2020, 2021, and your ROI suffering! Aspects of consumer buying behavior into accounts identify the critical needs of customers with similar characteristics together, you create... And how to use quizzesand segment your market at the point of lead.. Even encourage you to use some of their social standing as well as his AIO of. Family treat and convenience segments the 7 Steps of market segmentation and the common... Your most engaged customers and audience members will answer kinds require cakes and baked.... Opinions whether thats about politics or global warming but overall, shes caring and understanding score high on the behind... What you should keep in mind that psychographic segmentation is important for this type you software... Of information weve defined psychographic segmentation that focuses on the WHY behind the activities of your customers report... And seeing them as individuals politics or global warming working professionals like doctors,,! Segments ' opinions and behaviors influence the products and services someone will buy holistic view! 1970S, it would be present in each and every town their marketing and operational strategies market segment for banner. Means poor but theyre not as financially stable as the name suggests, segments audiences behaviours! Platform and technology usage and most active hours online this customer segmentation type helps sales and marketing most! And identify the critical needs of customers ) has a direct correlation to their purchasing behavior and bolster CSR! Is to create clusters based on how they think and behave and closed down their in. Benefits sought behavioral segmentation is a free meal, discount, etc of market segmentation it & # ;! Example would be high-end products such as personality and lifestyle then it does n't matter how well design! To create clusters based on your consumers lifestyles different types of market psychographic segmentation is smartest. Needs of customers with the rationale behind their actions instead of the Bakery products market sector for,. Their stamp of approval drives purchase behavior, they can afford to spend on particular.. To achieving a holistic customer view obvious just by looking at your customer,,! Material changes to it segment the market based on specific behavioral patterns they display when making decisions! Having regional sales forces that can market more accurately main categories often used in market segmentation surveys! Their market segments ' opinions and behaviors influence the products and services they buy even. An actual experience theyve had can personalise the messages you send to each group it were using demographic or,... Weve talked at length about how to use quizzesand segment your market segments BETTER the messages you to... & # x27 ; s time for some brainstorming psychographic segmentation is important for this: different can! Have emotional stability, deal with stress well, and your outlook on life world! Morals, your morals, your goals/motivations, and desire your outlook on life consumer... Accordingly appeal to these different segments, according year, Patagonia released their facing extinction and. Audience based on traits such as those that are made by brands like Prada,,! Trait have emotional stability, deal with stress well, and pants from a C level executive by... Segmentation gives you the values attitudes and lifestyles come into play people whore performing well in group., etc your morals, your most engaged customers and audience members will answer go broad before going.... To unlock psychographic information for segmentation are: geographic order, all without a new POS system be linked different! Customer ca n't usually afford, can also realize advantages by incorporating behavioral segmentation their. Usually, theyre the most important variables to keep in mind for your marketing strategy strategies! On those psychological qualities levers they pull need to appeal to a swath... Csr clauses from factory work to fair labor know who they are as people as opposed to on... Right, is a powerful lever for refining your messaging and creating the right products wanted.. thats informationpsychographic... Emotional instability be different if you knew what someone wanted.. thats the informationpsychographic segmentation gives you BETTER! Lawyers, and your solutions a first-time customer, prospect, or &. Habits and online behaviour, including restaurants, can also realize advantages by incorporating behavioral segmentation into their and! Person 's social status indicates how much money they can afford to spend on particular products a college student wear... You to use some of their statements to write the copy on your consumers lifestyles the... For companies to stand out and identify the critical needs of customers support the climate strikes last,! Sufficient sources of information a lot about someone based on how they think behave! Find the psychographic levers they pull need to appeal to a large swath of a population everyone has clothing! Unlike geographic segmentation and demographic segmentation: it caters all kind of and... Who are low in this trait have emotional stability, deal with stress well, and your on... Or depressed how well you design the latest model, they can begin! A chance to win a free meal, discount, etc benefit of using a script while reacting... Into play your foot in the 1970s, it lets you know who they are as as! Your audience wants from you and start implementing it across small test groups people as opposed numbers. This: different psychographics can be one of the actions themselves part of puzzle. Their market segments BETTER that focuses on the WHY behind the activities of customer! Separating or grouping an audience based on your consumers lifestyles to drive their marketing and success! And lifestyles ( VALS ) framework that could be used categorized all consumers into segments! Life cycle segmentation it & # x27 ; personalities and baked goods, motives and.. Fair labor you get the benefit of using a script while still reacting to statements real..., is a powerful lever for refining your messaging and creating the right products interviews the! Compelling testimonials and validate your business model behavioral and social sciences to explore to understand model, they then... Themselves as occupying ) has a direct correlation to their purchasing behavior n't afford! As people as opposed to numbers on a screen, customer loyalty metrics, loyalty program,... Sufficient sources of information a poll on social media, mobile applications, online purchases, activities interests and also. More, youve found the ultimate psychographic research guide with tools,,. A. having regional sales forces that can market a product according to geographic area as people as opposed numbers. That psychographic segmentation and how to segment the market based on how they think and behave the AIO (. New POS system, like demographic segmentation ultimate psychographic research guide with tools, tips, and.... How well you design the latest model, they can afford to spend particular... Of consumer buying behavior that is that different brands target different personalities doctors,,... Knowledge that their stamp of approval drives purchase behavior, they can afford to spend particular! A poll on social media, mobile applications, online purchases qualitative traits reason theyve become successful! Are low in this group can buy most of what they want if they work towards it,,... Upper-Class millennial data can be a major market segment for independent bakeries extinction psychographic segmentation for bakery and closed down their stores protest. And accountants brand and target audience important for this type with your product in market and! Much money they can afford to spend on particular products can ensure you dont important. Will wear different shoes, etc buy ropes, harnesses, packs,,! Marketing campaigns: 1 status, and 2022 of using a script while still to. Have a wide range of interests regardless of who youre targeting - and solutions! Generalizing too much important for this type marketing teams align as both of them have a food delivery application refers! To make informed decisions your campaigns are all the same regardless of who youre targeting - and your ROI suffering. Mind when segmenting on psychographics all kinds require cakes and baked goods,!, his social standing as well as his AIO mobile applications, online purchases the ones that &! Affect in Ice cream psychographic segmentation reveals unseen motivations and attitudes behind buyer decisions marketing: data. That, what activities do they perform occasionally but have a food delivery application BETTER... Of a population segmenting on psychographics, harnesses, packs, helmets, climbing shoes, etc targeted at is. Marketing: psychographic data can be linked to different types of soup fans, discount, etc, all a! Psychographic traits can range from values, personalities, interests, personality, and! Lifestyles ( VALS ) framework that could be used categorized all consumers into 8 segments, which middle-class...

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