Target Audience Age: 15 -35 Gender: Unisex Socio-economic Groups: E, D, C2, C1, B A – higher managerial or professional B – Immediate managerial or professional C1 – Supervisory, clerical, junior managerial C2 – Skilled manual workers D – Semi & unskilled...
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Target Audience Age: 15 -35 Gender: Unisex Socio-economic Groups: E, D, C2, C1, B A – higher managerial or professional B – Immediate managerial or professional C1 – Supervisory, clerical, junior managerial C2 – Skilled manual workers D – Semi & unskilled manual workers E – Casual workers, pensioners, benefits Ethnicity: Mixed Psychographics: The 4Cs Resigned Rigid, strict, authoritarian and chauvinist values, oriented to the past and to Resigned roles. Brand choice stresses safety, familiarity and economy. (Older) Struggler Alienated, Struggler, disorganised - with few resources apart from physical/mechanical skills (e.g. car repair). Heavy consumers of alcohol, junk food and lotteries, also trainers. Brand choice involves impact and sensation. Mainstreamer Domestic, conformist, conventional, sentimental, passive, habitual. Part of the mass, favouring big and well-known value for money 'family' brands. Almost invariably the largest 4Cs group. Aspirer Materialistic, acquisitive, affili
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