* Take Charge

A Innovators * Sophiticated & Curios

* Reflective
B Thinkers * Informed
* Content

C Believers * Literal
* Loyal & Moralistic

*Goal Oriented
D Achievers *Brand Consious
*Conventional

* Contemporary
E Strivers * Imitative
* Style Consious

* Trend Setting
F Experiencers * Impulsive
* Vareity Seeking

* Responsible
G Makers * Practical
* Self -sufficient

* Nostalgic
H Survivors * Constrained &
* Cautious
1.       These Consumers are on the leading edge of change, have the highest
income and such high self-esteem and abundant resources that can they can
indulge in any or all self-orientation.

2.       They are located above the rectangle. Image is important to them as an
expression of taste, independence and character.

3.       Their consumer choices are directed toward the "finger things in life".

1.       These consumers are the high resource group of these who are motivated by
ideals.

2.       They are mature, responsible, well educated professionals. Their leisure
activities centre on their homes, but they are well informed about what goes on in
the world and are open to new ideas and social changes.

3.       They are high incomes but are practical consumers and rational decision
makers.

1.       These consumers are the low resource group of those who are motivated by
ideals.

2.       They are Conservative & Predictable. They have modest income.

3.       Consumers who favour local products and established brands, their lives are
cantered on family, community and the nation.

1.       These consumers are the high resource group of those who are motivated by
achievement.

2.       They are successfully work-oriented people who get their satisfaction from
their jobs and family.

1.       These consumers are the low-resource group of those who are motivated by
achievements.

2.       They have values very similar to achievers, but have fewer economic, social
and psychological resources.

1.       These Consumers are the high resource group of those who are motivated by
self-expressions.

2.       They have a lot of energy, which they pour into physical exercise and social
activities

1.       These consumers are the low resource group of those who are motivated by
self-expressions.

2.       They are practical people who value self-sufficiency.

1.       These Consumers have the lowest income.

2.       They have few resources to be included in any consumer self-orientation and
are thus located below the rectangles.