|
Characteristics
|
|
Segments
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Descriptors
|
Concerns
|
Values
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Consumer
Habits
|
Information Needs & Preferences
|
Generation
(Baby boomers & Generation
X)
|
Individualistic, Sober,
Computer Literate
|
Environment, Health,
Finances, AIDS
|
Families, Careers, Education,
Working
|
Frugal, Materialistic
|
Computers, Job, Career,
Relationships
|
Life Stage
(Reaching out, question/question,
mid-life explosion)
|
|
Single Life, Work, Marriage,
Selecting a Mate, Achieving Autonomy
|
Children, Parents
|
Home Buyer
|
Child Rearing, Parental
Care
|
Social Class
(Lower middle, upper middle)
|
Skilled Worker
|
Money, Norms and Standards,
Careers
|
Neighborhoods, Education,
Family
|
Home Buyer, Frugal
|
Education
|
Lifestyle
(Makers and achievers)
|
College Students, Professionals,
Trade Workers
|
Suspicious of New Ideas
and Government Intrusions
|
Conservative
|
Practical, Functional
|
Politics
|