Audience segmentation

Demographics and psychographics

Demographics- age, gender, ethnicity, household income (social grading)





Social grading- ABC1s, C2DE

-The product we want to sell is mainly aimed for young teenage girls from the age range of 13-20 years old. 

-We would like to target our product around the C2DE group as; the product is affordable across these groups. The product is not pricey and it is kept towards a reasonable price range. 

-The product we want to sell is a fruit smoothie which includes a variety of fruit combinations. The fruit smoothie would be healthy and benefit many teenage girls’ lifestyle at the same time. 

-The reason why the product is mainly featured around young teenage girls is, to provide an extra boost of energy when they feel tired. This is because as a teenage girl body starts to develop and go through many changes; energy is required and can be an important aspect within their lifestyle.

Psychographics

-Based on attitudes

-Cross cultural consumer characterisation 

The resigned-

-People with resigned personality are predominantly older people with constant, fixed values that built up over time. For them, they are very oriented to the past and to resigned roles.  They respect intuitions and enjoy acting in traditional roles. Their brand choices are driven by the necessity of safety and for the economy. In life, their aim is basic; it is to survive.

The struggler-

-The struggler is a type of person who live for today and make a few plans for the next day or tomorrow. Other people often perceive them as being victims, losers and wasters who are disorganised people with few resources apart from their own physical skills. Strugglers are dependant and heavy consumers of alcohol, junk food, and winning lottery ticket. Visual and physical sensation are an important factor of their brand choices. In essence, strugglers try to escape the hardest route in life and seek for an easier lifestyle.  

The aspirer-

-Aspirers are materialistic, acquisitive people who are driven by other people’s perception of them rather by their own beliefs. As a result, they respond to what others perceive as being superficial: image, appearance, persona, charisma and fashion. An attractive packaging is highly important to then the quality of the contents. Their core need in life is for status and treasuring materialistic objects. 

The mainstreamer-

-Mainstreamers are people who live in the world of the domestic and the everyday. For them, having a daily routine is fundamental in the way they live their lives. Their life choices are dependent on others and are the mainstreamers of society. Mainstreamer responds to huge established brands, to ‘family’ brands and to offers of value for money. Their core need in life is for security as; mainstreamers are totally dependent and are part of the mass.

The succeeder-

-Succeeders have a lot of self-confidence, strong goal orientation, and tend to be very organised. As a result, they tend to occupy positions of responsibility within society. Their investments in the status help support them and provide stability. Succeeder's brand choices are based around reward and prestige as, they want to have the best things in life. On the other hand, they seek out caring and protective brands but, their aggressive nature to life means they need to relax sometimes. Their core need in life is for control.

The explorer-


-Explorers are self-driven people by a need for discovery and challenge. They are mainly the first people to try out new ideas and experiences. Explorers mainly respond to brands which offer new sensation, indulgence and instant effect. There different approach to life is what is seen uniquely across them. Their core need in life is to discover and find new ambitions to do.  

The reformer-

-Reformers value their own independent judgement and are the most anti-materialistic people. They can be sometimes be perceived as intellectual people. Reformers are socially aware but, have intolerant of bad taste. They are often at the leading edge of society as; they see things in a different way from other people. Reformers will not buy things just because they are new; they mainly select brands for intrinsic quality and favour natural simplicity. They believe (less is more).