Abstract
One of the most basic questions in marketing is How do you identify and attract potential customers? One way to answer this question is to find out why some people use the brand and others do not, and how these users differ from the nonusers. Unfortunately, it is often the case that there are several kinds of users with different reasons for doing the same thing, and the marketer is better off speaking differently to each kind. Therefore, one possible approach is a segmentation study to find out if there are different kinds of users and, in any case, why users are
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