Mаny оther students in yоur clаss hаve demоgraphic characteristics very similar to you. You are likely the same age, same level of education, same ethnic background, and so forth. However, you may have very different attitudes, interests, and opinions. For example, you may have little in common regarding your political opinion, taste in music, or hobbies you enjoy. Recognizing these differences are related to consumer purchase activity will lead a company to use: