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Background

A large, dairy company is considering launching a new brand of yogurt. Currently, each brand targets different segments of consumers and those segments were developed in a non$-$systematic manner, making it difficult to compare target markets across the different brands. For instance, two brands may be targeting the same general people but not know it$.$

The company has asked you to help develop a quantitatively$-$validated consumer segmentation scheme that can be used across all the different brands, as well as for potential new brands.