ABC India is the largest milk company and wants to map the profile of its target customers in terms

of lifestyle attitude and perceptions. ABCs marketing managers prepare a set of 15 psychographic statements which emerge out of a focus group discussion that was conducted with house wives and mothers. These were assumed to reflect hence concerns the respondents had to agree or disagree that each statement on the scale of 1- 5. 1 is completely agree 5 completely disagree Following 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. I have preferred to skip breakfast as I do not have time in the morning. I always eat ready to eat package in my kitchen cupboard. I like watching family based TV serials. A healthy and sumptuous breakfast is the best meal to have in a day. Skill based education Is the need of the hour in India. Its better to buy packaged milk Products. I keep in touch with my friends on Facebook. In todays time a wife has got to work to support her husband. Womens empowerment is an essential step for any nation to grow. Sunday evenings are for enjoying oneself. Today the consumer is very conscious about the quality of the product. I do not like making meals at home during weekends. Mobile phones have become a very important part of an Indians life. India in the next decade is going to be a force to reckon with. The quality of Indian milk products has improved greatly in the last decade.