DEMOGRAPHICS AND PSYCHOGRAPHICS

Demographics - Physical appearance - Age - Gender - Social group - Household income - Ethnicity
Psychographics - Personality - Opinions - Overall behaviour / reaction - Likes and dislikes

A - Very wealthy class
B - Wealthy class
C1 - Highly skilled
C2 - Skilled manual workers
D - Semi-skilled / unskilled working class
E - Unemployed

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Cross culture consumer characterisation

Mainstream
Explorer
Aspirer
Succeeder
Reformer
Struggler
Resigned

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Maslow's hierarchy of needs

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MAINSTREAM - The stereotypical family who enjoy products that are used on an average of the population


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EXPLORER - Younger adults - University students who would need a product to help adapt to their lifestyle

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ASPIRER - Adults who are quite wealthy and enjoy the main brands and expensive things
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SUCCEEDER - Businessman or woman who likes being powerful, in control and organise on a daily basis

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REFORMER

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STRUGGLER

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RESIGNED

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