The segmentation variables used are psychographics such as lifestyle. It could be argued that demographic information includes that these are all students (level of education), geographical that most students live in the greater Frankfurt area. Behavioural would be if students were asked how often they eat in the canteen (heavy or light users). However, this is not included in the data presented. The data is relevant for the kitchen manager to develop the menu, e.g. which dishes are preferred, eating habits and further expectations. Based on their survey, the study found that preferences differ between campuses, e.g. on a campus with a large engineering department and more male students, meat is more preferred.