5/20/2021 IGNITOR Student

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children. fixing ä car. Dr canning vegetables— this clustering system delineates the population into 66 groups that are labeled with
and have enough Ski" and energy to catchy names such as Bohemian Mix, Country Casuals. Suburban Pioneers, and City
carry out their projects successfully. See . . . . . . . _
also Achievers, Believers, Experiments, Roots. Geodemographic rnfomtatron rs especrally useful when making direct market
Innovators, 5trlvers, Survivors and Thinkers. ing decisions, selecting retail outlets, or spotting broadcast advertisements in select
markets.
Mature people: People who are 55 and older.

Middle age: Is the age range starting at

age 35 and ending at age 54 at which point
maturity is reached.

Psychographlcs: Information about

oonsumers' attitudes, values. mofivaü'nns,
and lifestyles mat relate to buying behavior in
a particular product category.

Shivers: One of eight VALS segments of

American adult consumers. Strivers are
trendy and fun Ioving. Because they are
motivated by achievement, Strivers are
ooncemed about the opinions and approval of
others. Money defines success for Sirivers‘,
who don't have enough of it to meet their
desires. See also Achievers, Believe-rs,
Experiences, Innovators, Makers, Survivors,
and Thinkers.

Survivors: One of eight VALS segments of

American adult consumers. Survivors live
narrowly focused lives. With fevrr resources
with which to cope, they often believe that
the world is changing too quickly. They
are comfortable with the familiar and are
primarily concerned with safety and security.
Because they must focus on meeting needs
rather than fulfilling desires, Survivors do
not show a strong primary motivation. See
also Achievers, Believers, Experiencers,
Innovators, Makers, Strivers. and Thlnkers.

Thinkers: One of eight VALS segments

of American adult consumers. Thinkers
are motivated by ideals. They are mature.
satisfied, comfortable, and reflective
people who value order, knowledge, and
responsibility. See also Achievers, Believe-‚rs,
Experiencers, Innovators, Makers, Shivers.
and Survivors.

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