The other half consumes products more actively.

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About half of all respondents belong to the passive segments. Thus, about 30% did not consume dairy products at all, and another 20% did, but not often and only a few types.

Moreover, 15% preferred homemade dairy products and bought factory-made products less often. And another 20%, on the contrary, prefer factory-made dairy products and almost never buy homemade iran cell phone number list ones. Although these two groups consume dairy products quite actively, they have a relatively narrow range (only standard common products, milk, kefir, sour cream, butter), and almost never consume the target product. And only 15% of respondents in the segment that we called "lovers of variety" consumed the target product and many other dairy products. At the same time, the frequency of consumption in this segment was significantly higher than in other segments.

After this study, the target audience was clarified, and it became much easier to work with it. For example, we found out that, as a rule, these are younger consumers with a higher level of income and an active life position and with more active leisure. Better understanding of the target audience makes it much easier to communicate with them and influence them.

In conclusion of the post, I would like to note that consumer segmentation methods are very diverse, and the optimal choice depends, first of all, on the client's problems and tasks. We have accumulated extensive experience in conducting consumer and market segmentation.