Demographics- age, gender, ethnicity, household income (social class).
SOCIAL GRADING..
(ABC1's- the wealthiest and higher up, C2DE's lower down such as manual workers)
Psychographics- based on attitudes, cross cultural consumer characterisation.
I.E.
resigned- rigid, strict, authoritarian values. orientated to the past, thinks things used to be better.
struggler- disorganized, heavy consumers of alcohol, junk food, spend money on instant gratification
mainstreamer- domestic, conformist, conventional, sentimental, part of the mass, want what everyone else has.
aspirer- materialistic, image, appearance, charisma, persona and fashion. attractive packaging more important then contents.
succeeder- strong goal, brand choice based on reward, quality has to be the best.
explorer- energy, confidence, want to try new things.(young student)
Psychographics- based on attitudes, cross cultural consumer characterisation.
I.E.
resigned- rigid, strict, authoritarian values. orientated to the past, thinks things used to be better.
struggler- disorganized, heavy consumers of alcohol, junk food, spend money on instant gratification
mainstreamer- domestic, conformist, conventional, sentimental, part of the mass, want what everyone else has.
aspirer- materialistic, image, appearance, charisma, persona and fashion. attractive packaging more important then contents.
succeeder- strong goal, brand choice based on reward, quality has to be the best.
explorer- energy, confidence, want to try new things.(young student)
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