Monday, September 18, 2006
Audience Profiling
The Four Cs
Cross-Cutural Consumer Characterists which catergorise people in terms of their personal aspirations.
The Four Cs
Cross-Cutural Consumer Characterists which catergorise people in terms of their personal aspirations.
Mainstreamers: Largest group, buy well recognised brands and mainstream texts. e.g. Cadburys, The Sun
Aspirers: Seeking improvement, defined by high status brand names. e.g. Gap, Gucci
Succeeders: Buy brands reinforcing control and power. e.g. Jaguar, Armani
Reformers: Idealists, buy brands that are environmentally supportive and healthy. e.g. Fair Trade, Bodyshop
Individual: Highly media literate, buys product image. e.g. 3, iPod
I would personally put myself into a different group depending on what particular product I am consuming. Mainly I would be a mainstreamer when shopping for clothing, or an aspirer in terms of gadgets like phones or MP3s.
a_moran at 9:57 pm