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Unit 9: Segmentation, Targeting and Positioning

sophisticated, active, and with high self-esteem. They are interested in growth and Notes
development; they explore, and express themselves in many different ways. They have
social and intellectual interests, and are open to social change. They are guided sometimes
by ideals and at other times by desire and are fond of reading. They prefer premium
products to show their success to others.
2. Thinkers (formerly fulfilled): Thinkers are motivated by ideals and exhibit behaviour
according to the views of how the world is or should be. They are mature in their outlook,
satisfied, comfortable, are well-educated, reflective people who value order, knowledge
and responsibility. They like their home and family, are satisfied with their careers, and
enjoy their leisure activities at home. They are open-minded about new ideas and accept
social change. As consumers, they are conservative and practical. They purchase products
for their durability, functionality, and value.
3. Believers: Like thinkers, believers are also motivated by ideals; their basic approach to
decision-making is rational. Believers are not well-educated and the moral code of conduct
is deeply rooted in their psyche and is inflexible. They are conservative, conventional and
have deep beliefs based on tradition, family, religion and community. Their routines are
established and largely influenced by home, family, religion, and social organisation.
Their behaviour as consumers is predictable and conservative. Their income is modest,
but enough to meet their needs.
4. Achievers: They are motivated by the desire for achievement and make choices based on
a desire to enhance their position, or to facilitate their move to another group’s membership
for which they aspire. They have goal-oriented life-styles and a deep commitment to
career and family. They are more resourceful and active. Achievers are inclined to seek
recognition and self-identity through achievement at work and in their personal lives.
They have high economic and social status and patronise prestige products and services
and time saving devices that exhibit success to their peers. They value consensus,
predictability and stability over risk, and intimacy.
5. Strivers: They are trendy and fun-loving and are motivated by achievement. They are
dependent on others to indicate what they should be and do. They believe money represents
success and never seem to have enough of it. Their self-definition is based on approval and
opinion of others around them. They are impulsive by nature, get easily bored, are unsure
of themselves, and low on economic, social, and psychological resources.

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Caution Strivers try to mask the lack of enough rewards from their work and family, and
to conceal this, they attempt to appear stylish. They try to emulate those with higher
incomes and possessions, generally beyond their reach.
Strivers are active consumers, shopping to them is both a social activity and an opportunity
to show their peers their ability to buy. They read less but prefer to watch television.

6. Survivors (formerly strugglers): They have narrow interests; their aspirations and actions
are constrained by low level of resources. Strivers are comfortable with the familiar and
are basically concerned with safety and security. They are ill-educated, with strong social
bonds, low-skilled, and are poor. They feel powerless and unable to have any impact or
influence on events and feel the world is changing too quickly. As consumers they show
the strongest brand loyalties, especially if they can purchase them at a discount. They are
cautious consumers and represent only a modest market. They watch a lot of television,
read women’s magazines and tabloids.
7. Experiencers: They are young, full of vitality, enthusiastic, impulsive and rebellious and
motivated by self-expression. They are avid consumers and spend high proportion of

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