Marketers presume that the best starting point for building
market segments are behavior variables and I concur. Behavioral segmentation is
breaking up a market into groups based on the way of behaving, use of product, consumer
awareness, and the response to goods/ commodities (Kotler and Armstrong, 2006, p.

200). Moving on to the analysis of our target market, millennials
are born between the years of 1980 and 1996, according to the generational
population percentages of the UK those aged 20 to 35 made up the third largest
group at 13.8 million people, with 919 thousand people aged 25 (Statista, 2017) 

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