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    The document describes two consumer segments - Yuppies and Traditionalists. Yuppies are young, well-educated urban professionals who are self-confident and passionate in their lifestyle choices. Their core value is vitality. Traditionalists tend to be older, moderately educated with low incomes who seek security in following their peer group's rules and values. They can be introverted and hostile to other groups, with security as their core value.

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    Document Scri

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    site1989
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    The document describes two consumer segments - Yuppies and Traditionalists. Yuppies are young, well-educated urban professionals who are self-confident and passionate in their lifestyle choices. Their core value is vitality. Traditionalists tend to be older, moderately educated with low incomes who seek security in following their peer group's rules and values. They can be introverted and hostile to other groups, with security as their core value.

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    The document describes two consumer segments - Yuppies and Traditionalists. Yuppies are young, well-educated urban professionals who are self-confident and passionate in their lifestyle choices. Their core value is vitality. Traditionalists tend to be older, moderately educated with low incomes who seek security in following their peer group's rules and values. They can be introverted and hostile to other groups, with security as their core value.

    Copyright:

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    Download as doc, pdf, or txt
    8 views1 page

    Document Scri

    Uploaded by

    site1989
    The document describes two consumer segments - Yuppies and Traditionalists. Yuppies are young, well-educated urban professionals who are self-confident and passionate in their lifestyle choices. Their core value is vitality. Traditionalists tend to be older, moderately educated with low incomes who seek security in following their peer group's rules and values. They can be introverted and hostile to other groups, with security as their core value.

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    Segmentation

    1. Yuppies (Young Urban Professionals) Persons from this cluster are in general ego assertive and extravert, self-conscious, self-confident in their attitude towards (choices in) life, and energetic, vital, and passionate in their behavior. Young, well-educated persons are considered in this cluster. They are on one of the first steps of their careers. Also single households can be found in this cluster. Their core value is vitality

    4. Traditionalist Generally, people who fall into this cluster are group adaptive and introverted. Their main focus is on their peer group and its rules and values, which for them creates a feeling of security and belonging. This explains their more or less hostile attitude towards other groups and value systems. Moderate educated people with low incomes have more likely to be found in this cluster. As a rule, they also tend to be older. Relatively speaking, this cluster contains more single households. Their core value is security.

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