LO1: Psychographics and audience targeting
CROSS CULTURAL CONSUMER CHARACTERISTICS Psychographic Mainstreamer-life choices brand identity/security Explorer driven by a need for discovery/challenge Reformer targeted by charities/people who want to change the world -anti materialistic- not bothered about big brands Aspirer someone who wants to be/aspires to be wealthy -someone who enjoys status Succeeder something that makes you more successful-seek reward and know that they succeed strugglers live for everyday -dependant on quick fix brands -often see themselves as victims resigned act in traditional roles -enjoy safety- elderly or retired