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Variable (and its Base) Segment 1 Nickname: Segment 2 Nickname: Segment 3 Nickname: Variable: Self-Concept (Base: Psychographic) Variable: Benefits Sought (Base: Behavioural) Variable: YOU CHOOSE

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Variable (and its Base) Segment 1 Nickname: Segment 2 Nickname: Segment 3 Nickname: Variable: Self-Concept (Base: Psychographic) Variable: Benefits Sought (Base: Behavioural) Variable: YOU CHOOSE (Base: Demographic) Variable: YOU CHOOSE (Base: Geographic)

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