'Cross Cultural Consumer Characterisation' (4C's)
In 1969 Dr Maslow was studying monkeys. He found that monkeys always made sure they weren't thirsty before looking for shelter and always made sure they found shelter before finding a companion. He then went on to study humans, and to his suprise, humans acted the same was as monkeys, for example humans never went out to find love before feeling secure. What became of this was, Dr Maslows hierachy of needs.
Young and Rubican researched on where people stood in the differernt catogories.
The hierachy of needs accepted that people from different cuntries were influenced by their culural background.
The explorer is driven by a need for discovery. They respond to brands that offer new sensations. They will explore the differernt flavours.
The Aspirer is driven by other people's perception rather than their own opinion. Their core need for life is status so they are drawn to an attractive brand.
The succeeder has self confidence and tends to be very organised. For brands they would often seek the best becuase that is what they feel they deserve. Their core need for life is control.
The reformer is very different in comparison to the explorer as they will not buy things just because they are new. The reformer searches for enlightenment.
The mainstream are the largest group whitin the 4C's. They respond to big established family brands. Their core need for life is security.
The struggler lives for today and strives on visual and physical sensation. They seek escape.
The resigned are mostly the older generation who's values have been built up over time. Their brand choices are driven by a need for safety and for economy so they choose what is familier to them.
I realise that the relevent catogories that link with our advert are the struggler and the explorer. People that will buy our product will buy it in the heat of the moment becuase it's quick and easy to make. They will long to explore the differerent flavours 'Doodle Noodles' create theorefor the rest of the catogories will not be applicable.
This is Eve's results when she did the questionaire on the powerpoint
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