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Consumers are at the central point of marketing. However, while existential research is devoted to understanding gray market, little attention is given to the consumer's view of gray market. This study attempts to take the perspective of consumers to address the gray market issue. Lifestyles of the target customers of trademark holders are proposed for trademark holders to retain existing customers while simultaneously attracting new customers from the gray market. We perform Cluster analysisdoi:10.4236/jssm.2012.52024 fatcat:h4wom67mxbefldymyjb3igwzvy