There is a bewildering number of breakfast cereals on the market. Each company produces several different products in the belief that there are distinct markets. For example, there is a market composed primarily of children, another for diet-conscious adults, and another for health-conscious adults. Each cereal the companies produce has at least one market as its target. However, consumers make their own decisions, which may or may not match the target predicted by the cereal maker. In an attempt to distinguish between consumers, a survey of adults between the ages of 25 and 65 was undertaken. Each was asked several questions, including age, income, and years of education, as well as which brand of cereal they consumed most frequently. The cereal choices are
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