11 Developing in-depth customer insight is essential pre-requisite to brand building and acquiring market share Generation F3 Fuel, food, fast M/F < 25 yrs True Blues M/F Station loyal Cash Road Warriors Middle-aged men High mileage Premium Price Shoppers All demographics Regular Homebodies Females w/children Local station Mobil Brand Identity  Rational levers High performance Reliability Service  Emotional levers It's meant for me – high performer It puts in my hand the latest technology Psychographic Consumer Segmentation - USAExample
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