Now look at the PREFERENCE data for each segment by looking over the CHARACTERISTICS shown. If you wanted to design a backpack with a characteristic that appealed to more than one segment, which one would you focus on$?$

$\backslash$table$[[$Eco$-$Friendly$],[$Capacity$],[$Comfort$],[$Waterproof$]]$

Total Market

Total Market Size $($thous$)$: $,98,000$

Total Growth Rate: $,4\mathrm{.}07\%$

$\backslash$table$[[$School Children,University Students,$],[$Segment Size $($thous$)$:$,$Segment Size $($thous$)$:$,24,000],[$Growth Rate:,Growth Rate:,$5\%$