Household consumers. The advertisement dealing with this group depicts a woman working out on the background of the advertisement and dumbbells on its foreground. The advertisement assures the consumer that these scales are so exact owing to the technology called “Sensitive Computer” that they will be able to feel and show the difference of even a hundred grams in weight. The message of the advertisement has a lot to do with the respect towards the efforts that people put into working out and going in for sports in order to lose weight. The advertisement gives the consumer the confidence that these scales will be as attentive to the person’s efforts as no coach can be.