young and rubicans 4 Cs

• cross cultural consumer characteristics
• an advertising agency which suggests audiences can all be classified by their different personalities and behaviours. They have several main categories that help them target audiences in specific ways
• explorer- needs new experiences and likes discovery, aspirer- materialistic, worries what others think about their superficial qualities
• Succeeder- enjoys control and prestige brands
• reformer- anti-materialistic and intellectual
• mainstream- enjoy family values, and value for money- enjoys security
• struggler- enjoy junk food/alcohol/gambling and need escape from their own lives
• resigned- enjoy tradition, nostalgia and survival.