The 4Cs Cross Cultural Consumer Characterisation

Mainstreamers- Seek security. Tend to be domestic, conformist, conventional, sentimental. Favour value for money family brands, nearly always.

Aspirers- Seek status. Materialistic, acquisitive, orientated to image and appearance, persona and fashion. Attractive packaging more important than contents. Typically younger people, clerical and sales jobs

 Succeeders- Seek control. Strong goals, confidence, work ethic and organisation. Supports stability. Brand choice based on self-reward and quality. Typically higher management and professionals.

 Resigned- Seeks survival. Right and authoritarian values. Interested in the past and tradition. Brand choices stresses safety, familiarity and economy. Typically older people.

 Explorers- Seek discovery. Energy, individualism and experience. Values difference and adventure. Brand choice highlights satisfaction and instant effect. The first to try new brands. Younger demographic and students.

 Strugglers- Seeks escape. Alienated and disorganised. Few resources beyond physical skills. Brand choice involves impact and sensation. Buys alcohol, junk food, lottery tickets, D and E demographics.

 Reformers- Seeks enlightenment. Freedom of restrictions and personal growth. Social awareness and independent judgement. Anti-materialistic but aware of good taste. Has attended higher education and selects products for quality.