basis for segmentation (by ... from ....

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Front (Question)

basis for segmentation

(by buying situation)

Back (Answer)

Outlet type: in store or direct

Benefits sought: features, needs

Usage: light, medium, heavy user. User status: nonuser, ex user, first time, regular user, prospect

Awareness and intentions: product knowledge: aware, unaware, informed, interested, purchaser or rejecter

Behavior: involvement: minimum effort, comparison, special effort

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