1. Mainstreamers
Domestic, conformist, conventional, sentimental - favour value for money family
brands. Usually the Largest Group
Aspirers
Materialistic, acquisitive, orientated to image and appearance, persona and
fashion, Appearance more important than the content. Usually Younger
individuals.
Succeeders
Strong goals, confident, work ethic and organised. Supports stability. Brand
choice based on self-reward and quality. Individual are mostly like to be higher
management and professionals.
Resigned
Rigid and authoritarian, values. Interested in past and tradition. Brand choice
stresses safety, familiarity and economy. Typically older people.
Explorers
Energetic, individualism and experience. Seeks and cherishes adventure and
differences. First to try new things. Younger demographic students.
Struggles
Alienated and disorganised. Have few resources beyond physical skills. Brand
choice involves impact and sensation. Eats and drinks unhealthy foods and
drinks. D and E demographic
Reformers
Freedom of restriction and personal growth. Social awareness and independent
judgement. Anti-materialistic but aware of good taste. Has attended higher
education and selects products of quality.
Psychographi
cs
