Customer profile (N = 1,016)
| Characteristic | Description | N | (%) |
|---|---|---|---|
| Gender | Male | 415 | 49.8 |
| Female | 601 | 50.2 | |
| Age | 18-24 | 217 | 21.4 |
| 25-34 | 294 | 28.9 | |
| 35-44 | 303 | 29.8 | |
| 45 and above | 202 | 19.9 | |
| Education level | Higher secondary school | 319 | 31.4 |
| Prof school graduate | 150 | 14.8 | |
| College graduate | 165 | 16.2 | |
| Postgraduates | 238 | 23.4 | |
| Monthly income | 0-999 € | 382 | 37.6 |
| 1.000-1.499 € | 256 | 25.2 | |
| 1.500-1.999 € | 150 | 14.8 | |
| 2.000+ € | 228 | 22.4 | |
| Brand name | Apple | 153 | 15.1 |
| Asus | 58 | 5.7 | |
| Dell | 126 | 12.4 | |
| HP | 212 | 20.9 | |
| Lenovo | 148 | 14.6 | |
| LG | 59 | 5.8 | |
| Samsung | 107 | 10.5 | |
| Toshiba | 153 | 15.1 | |
| Brand relationship age | < 1 | 78 | 7.7 |
| 1-2 | 183 | 18 | |
| 2-3 | 217 | 21.4 | |
| 3-5 | 276 | 27.2 | |
| 5-10 | 207 | 20.4 | |
| 10+ | 55 | 5.4 |
| Characteristic | Description | (%) | |
|---|---|---|---|
| Gender | Male | 415 | 49.8 |
| Female | 601 | 50.2 | |
| Age | 18-24 | 217 | 21.4 |
| 25-34 | 294 | 28.9 | |
| 35-44 | 303 | 29.8 | |
| 45 and above | 202 | 19.9 | |
| Education level | Higher secondary school | 319 | 31.4 |
| Prof school graduate | 150 | 14.8 | |
| College graduate | 165 | 16.2 | |
| Postgraduates | 238 | 23.4 | |
| Monthly income | 0-999 € | 382 | 37.6 |
| 1.000-1.499 € | 256 | 25.2 | |
| 1.500-1.999 € | 150 | 14.8 | |
| 2.000+ € | 228 | 22.4 | |
| Brand name | Apple | 153 | 15.1 |
| Asus | 58 | 5.7 | |
| Dell | 126 | 12.4 | |
| HP | 212 | 20.9 | |
| Lenovo | 148 | 14.6 | |
| LG | 59 | 5.8 | |
| Samsung | 107 | 10.5 | |
| Toshiba | 153 | 15.1 | |
| Brand relationship age | < 1 | 78 | 7.7 |
| 1-2 | 183 | 18 | |
| 2-3 | 217 | 21.4 | |
| 3-5 | 276 | 27.2 | |
| 5-10 | 207 | 20.4 | |
| 10+ | 55 | 5.4 |
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