According to the psychographics theory the entire population can be divided into seven groups:
- The reformer: Value their own independent judgement, core need in life is for enlightenment.
- The mainstream: live in the world of the domestic and everyday life, their core need is for security.
-The explorer: They are driven by a need for discovery and new challenges.
-The suceeder: Possess self confidence and have a strong goal, their core need is for control.
- The resigned: They have constant unchanging values and enjoy acting in traditional roles, their aim is to survive.
The struggler: They live for today and m
In terms of my target audience, the group that they fit into is 'The struggler'. The reason for them being catorgorised as the struggler is the fact that they enjoy partying/clubbing and going out therefore that infers they live for the moment rather then thinking about tommorow and the effects of tommorow. Many of the target audience may be students attending university which means they have responsibilities such as meeting work deadlines but instead of staying at home and doing their work they go out and drink alcohol and go to clubs. They also enjoy physical sensation and seeking escape. Although they prodominantly fit into 'The struggler' they have some aspects of 'the explorer' due to the fact they like new experiences and seeking different things- this could fit into the fact they enjoy going out and experiencing new things rather then fitting into the same mundane routine, they like change and excitement in their life.
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