This segment ascribes great importance to product information, a fact primarily shown in their attitudes to advertisements.
People of this segment trust those products better that are intensely promoted; the messages of advertisements help them to make proper shopping decisions.
This segment consists of open-minded consumers who do not even mind being influenced by others while shopping.
Health consciousness and naturalness are values for them; their willingness to buy functional products is high.
They rarely try exotic food recipes and cannot be regarded as noveltyseekers