Campbell's Soup has taken over SmartSnax following its launch of CauliChips (CC). Now on the market for three years, CC is a line of baked cauliflower chips in various flavors, sold across the U.S. SmartSnax was able to achieve strong sales and modest profits, but Campbell's is seeking to widen CC's reach.

Identify and describe two ways in which Campbell's can use behavioral segmentation in specifying the market for CC.