Table 4 Demographic characteristics by shopper segment
Segment 1: Longer education | Segment 2: Short education, but not men > 35 years | Segment 3: Men > 35 years with short eduction (special target group) | |
|---|---|---|---|
Age | |||
18–35 | 29.0% | 63.7% | 0% |
36–44 | 19.9% | 5.7% | 47.7% |
45–54 | 22.0% | 6.8% | 18.3% |
55–64 | 18.2% | 9.3% | 16.3% |
65 + | 11.0% | 14.6% | 17.8% |
Gender | |||
Male | 44.3% | 32.4% | 100.0% |
Female | 55.7% | 67.6% | 0% |
Highest level of education | |||
Primary school | 0% | 11.4% | 14.3% |
Secondary school | 0% | 46.6% | 15.3% |
Vocational | 0% | 42.0% | 70.4% |
Higher education | 100.0% | 0% | 0% |
N | 528 | 281 | 602 |