Sony is not interested in bigger segments nor mass markets, since it is more niche-oriented. Therefore, when calculated the likelihood of purchase, it is clearly evident that the Status-focus are most likely to buy, because they rank Sony as a top brand and most-likely do not buy knockoffs. The second strongest segment, to fit the values of VAIO and with a high probability of being a potential consumer are the Technosocializer segment (Exhibit 2) Acting local, Sony would use the local study of…
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