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In our target market, we assume that the majority of the consumers have had university education. On the whole these young adults are well educated, media savvy and technologically literate.
Although our target market consumers have the same demographic characteristics, they have very different psychographic profiles. The lifestyles of our target market are expected to be very different because of the wide age range. However, we make the assumption that the majority of our consumers are employed. The amount of time spent at work has increased dramatically in the last decade (see Exhibit 8). Consumer demand is increasing for ways of saving time through higher quality and relatively more expensive products...
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