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The seven consumer segments are listed below as a brief on how each segment considers itself.
Friends, Fun & Fashion
“I want to stand out from the crowd in a fun and exciting way”
• Highly sociable, wants social recognition
• Wants fun and excitement and to escape boredom
• Likes to be up on all the latest fashions and gadgets
• Doesn’t want to be conventional
• Tries to continuously improve her mind
• Likes being in the vanguard in fashion and technology
Work Hard, Play Hard
“I work hard, play hard, and look good.”
• places career first
• low value on family and friends
• wants and finds excitement in both work and play
• wants to stimulate his senses and feel alive
• wants to live life to the maximum
• wants to express individuality and escape boredom...
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