CRISA is an Asian market research agency that specializes in tracking consumer purchase behavior in consumer goods. CRISA has two categories of clients: $(1)$ advertising agencies that subscribe to the database services, obtain updated data every month, and use the data to advise their clients on advertising and promotion strategies: $(2)$ and consumer goods manufacturers, which monitor their market share using the CRISA database.

CRISA has traditionally segment markets on the basis of purchaser demographics. It would now like to segment the market based on two key sets of variables more directly related to the purchase process and brand loyalty: