To do this, you developed a survey that measures the motivations and needs consumers have that the companys different brands of beverages can help meet. The survey contained questions that measured each consumer along potential motivationsdesired benefits: wellbeing, convenience, and flavor. A score of on any of those factors indicates it is not an important motivation for that consumersegment and a score of means it is highly important.

You collected data from respondents randomly sampled from across the US Now that you have the data, your task is to complete the segmentation, targeting, and positioning process. The cluster analysis and profiling stages have been completed and you found four segments. Based on the results you named the segments health nut people who eat yogurt for its nutritional benefits onthego people who eat yogurt because eating it fits into their busy schedules family people who eat yogurt because it is an easy breakfast or snack for families or other groups and simple a segment with unknown desired benefits, but presumably eat yogurt because of its simplicity as a meal or snack The results are in the tables below. Use the data in the tables to answer the following questions.

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What is the customer lifetime value of the Health Nut segment?

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