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Segmentation

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Segmentation
The following categories represent the people who would be the most likely to adopt the behaviour because they do not live a single life by themselves. They share the space at home with at least one person on the daily basis.
Segment 1: Four nurses who are married/ in couple and do not have children
These four employees would be the most difficult to convince because they could argue that because they do not have a child to take care of once they get home, they should not have to wash their hands as frequently as their colleagues who are parents. These nurses could think that there would be no serious consequence if they allow themselves to be a little careless. When confronted with the possibility of contaminating their partner or husband, they could well say that because their husband or partner works late, they fall asleep by the time he finally comes home. They could also say that because they are both adults in the household, each person should know how to take care of oneself. Or else, these nurses could argue that the risk for grown people to be contaminated by a sick spouse or partner’s germs is barely existant in comparison with households where a child is present.
Segment 2: Thirty three nurses who are married/ in couple with children
Segment 3: Five nurses who have children but are not married/ in couple
These two categories representing a total of thirty eight people could actually be put together because there is a child factor. In fact, nurses who have children tend to have the same concerns about the health safety of their little ones. Thus, the thought of contaminating their children with some potential germs -that they would have contracted because neglecting to wash their hands frequently- could trigger a radical change in their behaviour. In that regard, they appear to be the ones who would be the most encline to a behavioral

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