Professional Documents
Culture Documents
An individuals’ primary
motivations as well as his
resources determines how a
person will express
himself/herself in the market
place.
3 Primary motivations
Psychographics
Innovator
s High
Resources
Primary High
Motivation
Experienc
Thinkers Achievers
er
Low
Resources
Survivors
Low
Segments governed by 3
primary motivations
• High Resources & • Low resources &
Exhibit all 3 primary does not Exhibit any
motivations. of the 3 primary
• Successful, motivations.
InnovatTake-
Sophisticated, • OftenSurvivo
feel powerless.
charge ors
people. • Concernedrs about
• Change Leaders, safety & security.
Receptive for new • Tend to be brand
ideas & loyal & buy
technologies. discounted
• Cultivated taste for merchandise.
Segments exhibit ideals as a
motivation
• High resources. • Low resources.
• Mature, satisfied, • Strongly traditional
comfortable & and respect rules
reflective. and authority.
• WellThinker
educated & Believe
• Fundamentally
Activelysseek rs
conservative.
information in the • Slow to change and
decision making technology averse.
process. • Choose familiar
• Favor durability, products,
functionality & value established brands
Segments exhibit Achievement
as a motivation
• High resources. • Low resources.
• Goal oriented • Trendy & fun loving.
lifestyle centered on • Little discretionary
family and career. income & tend to
• AvoidAchieve
situations with have Striver
narrow
rs of
high degree interests.s
stimulation & • Buy stylish products
change. that emulate the
• Prefer premium purchases of people
products that with greater material
demonstrate wealth.
Segments exhibit Self-
Expression as a motivation
• High resources. • Low resources.
• Appreciate the • Value practicality &
unconventional. self-sufficiency.
• Active, impulsive & • Choose hands on
Experie
seek stimulation constructive
ncers Makers
from the new, activities.
offbeat and risky. • Spend leisure time
• Spend comparatively with family &
high portion of their friends.
income on fashion, • Prefer value over
socializing & luxury so; they buy
Key
Characteris
tics
Innovator Achiever Experien
Thinkers s cers
s
Take –charge Goal Trend Setting
Reflective oriented Impulsive
Sophisticate
Informed Brand Variety
d
Content Conscious seeking
CURIOUS
Conventional
Believer
Survivors Strivers Makers
s
Contemporar
Responsible
Nostalgic Literal y
Practical
Constrained Loyal Imitative
Self-
Cautious Moralistic Style
sufficient
Conscious
Who would buy those different
types of watches ?
An Ordinary
Achiever A knock-off
Strivers
s
Rolex. Rolex
A Rolex that
Innovator has
Experien An average
Makerswatch
s
a newcers known
Satellite tracking For its precision.
How would you promote a local
recreational trip to each of the
Believer
s Makers
Strivers
Which segment will buy this
service?
How should the new Mac-book
plus be promoted to different
Remember………….VALS