Abstract: A method and system for marketing a consumer product is disclosed. According to the method, attitudinal information and purchase behavioral information is obtained from a plurality of consumers. For instance, consumers may be surveyed regarding their attitudes about purchasing a product category and about the amount of product contained in the product category that they purchase over a given length of time. The attitudinal data and the purchase behavioral data is then integrated together creating a plurality of consumer segments. The consumer segments are grouped together based upon commonalities. Based upon loyalty to a particular brand and a volume sales objective for the brand, increased penetration into the consumer segments may be calculated in order to meet the volume objectives. One of the consumer segments may then be targeted for marketing purposes.