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✳✱*

Values fair trade and ethical products from socially responsible companies.

Brings her own mug.

Appreciates Starbucks’ wi-fi connectivity and long hours of operation

Values trendy and hip products

On a budget, but will splurge on Starbucks or other 'necessities' like iPhones, Beats headphones, Uggs

Behavioural traits

Social class: Parents are working class

Income: Under $10,000

Gen Y,

first generation Canadian, Indian heritage

Decision role: Mainly User

Demographics

Often spends times with friends and enjoys variety

Studious Suzy

Student, age 22, single, no kids

Lives with her parents, but plans to rent an apartment downtown Calgary

Born and raised in Calgary

Ambitious, a Striver inspired by achievement

Psychographic traits

Culture oriented, likes to go to the movies, theatre

Starbucks is her break from the solitude of her desk

Yours truly Team Kairos: Jenna, Kevin, Kriss, Mike, Olivia

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