Table 4.

Demographic characteristics by shopper segment

	Segment 1: Longer education	Segment 2: Short education, but not men > 35 years	Segment 3: Men > 35 years with short eduction (special target group)
Age
18–35	29.0%	63.7%	0%
36–44	19.9%	5.7%	47.7%
45–54	22.0%	6.8%	18.3%
55–64	18.2%	9.3%	16.3%
65 +	11.0%	14.6%	17.8%
Gender
Male	44.3%	32.4%	100.0%
Female	55.7%	67.6%	0%
Highest level of education
Primary school	0%	11.4%	14.3%
Secondary school	0%	46.6%	15.3%
Vocational	0%	42.0%	70.4%
Higher education	100.0%	0%	0%
N	528	281	602