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Market Segmentation ResearchAs anyone with experience with pets will tell you, no two are alike. If you tune in to Animal Planet’s series “Too Cute,” about the first few months of the lives of litters of puppies and kittens, you’ll find evidence of siblings’ behavior differences. One is reticent, another is always hungry, one sleeps a lot while his sibling is bouncing off the walls.

In my household, our two cats are no exception. They are very different from one another. You can categorize them by saying one is alpha, the other omega (or dominant/submissive, leader/follower). Alpha cat is a bully. He struts around like he owns the place and pushes Omega cat off her perch in the sun so he can claim her spot. She allows him to do this with little to no resistance.

And yet…

The moment the doorbell rings, Alpha hides under the bed while Omega rushes to the door. Alpha is afraid of the vacuum cleaner, strangers and loud noises, and he rolls over in a submissive pose when the neighbor’s dogs are around. Omega, on the other hand, is food-obsessed and gives Alpha the evil eye when he approaches “her” food dishes. And she’s fearless when encountering new people and strange objects.

So we have a dominant cat and a submissive cat, but those labels don’t really tell the whole story.

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