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