Scribd
Upload
64 views1 page

Consumer Segmentation Insights

The document describes 8 consumer segments based on their motivations and resources: Innovators are wealthy and value independence; Thinkers are educated professionals focused on ideals; Believers and Achievers prioritize family and authority with modest and high incomes respectively; Strivers emulate others with fewer resources; Experiencers are young and social spenders; Makers value self-sufficiency; Survivors have low incomes and brand loyalty within limited means.

Uploaded by

mrtamalpal
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
64 views1 page

Consumer Segmentation Insights

The document describes 8 consumer segments based on their motivations and resources: Innovators are wealthy and value independence; Thinkers are educated professionals focused on ideals; Believers and Achievers prioritize family and authority with modest and high incomes respectively; Strivers emulate others with fewer resources; Experiencers are young and social spenders; Makers value self-sufficiency; Survivors have low incomes and brand loyalty within limited means.

Uploaded by

mrtamalpal
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
You are on page 1/ 1

http://www.aboutfmcg.

com/
 Innovator. These consumers are on the leading edge of change, have the highest incomes, and such high self-esteem
and abundant resources that they can induldge in any or all self-orientations. They are located above the rectangle.
Image is important to them as an expression of taste, independence, and character. Their consumer choices are directed
toward the "finer things in life."
 Thinkers. These consumers are the high-resource group of those who are motivated by ideals. They are mature,
responsible, well-educated professionals. Their leisure activities center on their homes, but they are well informed about
what goes on in the world and are open to new ideas and social change. They have high incomes but are practical
consumers and rational decision makers.
 Believers. These consumers are the low-resource group of those who are motivated by ideals. They are conservative and
predictable consumers who favor American products and established brands. Their lives are centered on family, church,
community, and the nation. They have modest incomes.
 Achievers. These consumers are the high-resource group of those who are motivated by achievement. They are
successful work-oriented people who get their satisfaction from their jobs and families. They are politically conservative
and respect authority and the status quo. They favor established products and services that show off their success to
their peers.
 Strivers. These consumers are the low-resource group of those who are motivated by achievements. They have values
very similar to achievers but have fewer economic, social, and psychological resources. Style is extremely important to
them as they strive to emulate people they admire.
 Experiencers. These consumers are the high-resource group of those who are motivated by self-expression. They are the
youngest of all the segments, with a median age of 25. They have a lot of energy, which they pour to physical exercise
and social activities. They are avid consumers, spending heavily on clothing, fast-foods, music, and other youthful
favorites, with particular emphasis on new products and services.
 Makers. These consumers are the low-resource group of those who are motivated by self-expression. They are practical
people who value self-sufficiency. They are focused on the familiar-family, work, and physical recreation-and have little
interest in the broader world. As consumers, they appreciate practical and functional products.
 Survivors. These consumers have the lowest incomes. They have too few resources to be included in any consumer self-
orientation and are thus located below the rectangle. They are the oldest of all the segments, with a median age of 61.
Within their limited means, they tend to be brand-loyal consumers.

You might also like