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There are different kinds of services. The chain above is using psychographic segmentation.
Psychographic market segmentation is known to be one of the efficient segmentation methods used other than demographic segmentation, geographic segmentation, etc.
An Examples of this traits are social status, daily activities, etc. Psychographic segmentation is said to be one which breaks into smaller bits the customer groups into different segments that influence buying behaviors of a consumer.
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https://brainly.com/question/8867938