Notes

A) What characteristics do the consumers have in common ?
Based on General Mills Cheerios Consumer Demographics, the brand seems to attract male consumers more than it attracts female consumers in Malaysia. Through the research, men and women's cholesterol level rises as they get older after their 20s but in during their same age women tend to have lower total cholesterol levels then men thus the brand have more male consumers other then females because the brand itself contain gluten free and it helps to lower cholesterol level.
As in the Age content, the brand itself is often chosen by senior citizens consumers around the age between 55 and 65 as they can eat it safely for their breakfast to reduce their chance of getting high cholesterol.
Judging by the brands pricing in everywhere market, Cheerios can be affordable as its not so pricey and it could be afford also by any wealthy or non-wealthy consumers as Cheerios is made with pure natural whole grain oats that are the only major breakfast cereal grain proven to help lower cholesterol so consumers probably wont consider a second thought on spending their incomes on such a wonderful delight.
Lastly for the ethnicity perspective, its seems that many people have grown up with Cheerios and want alternatives and they are wondering what to do next considering Cheerios coming to low grating in recent times, but hopefully Cheerios still consider one of the consumers preferred tasting brand.