It refers to the customer group's lifestyle. Such as their social class, lifestyle, personality, opinions, and attitudes. Psychographics of our products are like to eat grape, have lifestyle because grapes are abroad fruits that is rare fruits. It also looks like high quality fruit. From survey, กองตรวจและประเมินผล สํานักงานปลัดกระทรวงวัฒนธรรม said that found Thai people like to buy abroad fruit more than Thai fruit is 85.90% of Thai population. In Thailand has less grapes souvenir shop.