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Top Market Strategy by Elizabeth Rush Kruger

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A1.1 Demographics (Items S-4 and 12–14)

Quotas. Quotas required that 60% of the respondents live inland, whereas 40% live in a county with a coastline. Half of the respondents owned a two-passenger model, but 57% of the respondents owned a three-passenger model since 7% owned both model sizes.

Gender and Age. Overall, about two-thirds (65%) of JetSpray owners are male. Their age levels are bimodal with 28% under 30, 10% in their 30s, 17% in their 40s, and almost half (45%) at least 50 years old (Chart 1).

Income Level. Many JetSpray owners (62%) consider themselves a struggler or striver, but only 38% consider themselves an achiever or wealthy person (Chart 2).

Chart 1. Age distribution.

Chart 2. Income level.

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