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  "documentTitle": "What the Customer Really Wants",
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      "text": "WELL-OFF SHOPPING ENTHUSIASTS: A financially stable segment with the highest household incomes. Enthusiasts willingly and frequently go shopping both offline and online. They expect high quality and are less concerned about price.",
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      "text": "MAINSTREAM OFFLINE SHOPPERS: Surf the Net liberally every day, but only exceptionally buy things online. They prefer to go shopping in regular stores with friends, attach great importance to having a fun experience and are careful with their money.",
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      "text": "FUN-SEEKING MULTICHANNEL NATIVES: Mostly school kids and college students who spend a lot of time on the Internet every day and who also like to hang out in malls. This group makes frequent purchases via both channels, when they have the money.",
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      "text": "EFFICIENT MULTICHANNEL SHOPPERS: Make frequent use of the Internet for shopping because store opening times are difficult to squeeze into their hectic schedules. However, they also go shopping in regular stores, depending on what is fastest and most convenient.",
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      "text": "SIMPLISTIC SHOPPING MINIMALISTS: Minimalists who don't like going shopping. This group wants shopping to be as easy and stress-free as possible, and is looking for attractive overall prices.",
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      "text": "TRADITIONAL SENIOR SHOPPERS: Service-oriented pensioners who like to spend time shopping, almost exclusively in brick-and-mortar outlets.",
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      "text": "Household size: 2.5 · Average HHI: EUR 2,427 · Average age: 46 · Share of sales: 10% · Segment size: 11%",
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      "text": "Household size: 3.1 · Average HHI: EUR 2,219 · Average age: 28.4 · Share of sales: 23% · Segment size: 25%",
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