Cross Cultural Consumer Charecterisation

‘There are 7 kinds of people in this world”

Young and Rubican took Maslow’s idea of a hierarchy of needs and looked at everyone else’s theories for human motivation and came up with a result. A segmented system thoughtful enough to separate all mankind and understand all basic motivations. Young and Rubican asked what brands people bought and how they felt about it, this gave the system a deeper understanding of the appeal of those brands. The system took into account different countries and cultures not missing any aspect of life on earth. The separation was due to a persons core motivation.

I wanted to comment on how Young & Rubican devised this system with an input from the brands people buy and wear and why?

This links to the reason I have looked into this case, how people behave in today’s society including what they wear, like brands, and why. It’s to fit in, to be accepted. This idea suggests Maslow’s hierarchy is correct; we do seek acceptance and love.

Screen Shot 2016-04-08 at 14.38.01

Screen Shot 2016-04-08 at 14.38.06

Screen Shot 2016-04-08 at 14.38.11

Screen Shot 2016-04-08 at 14.38.15

Screen Shot 2016-04-08 at 14.38.19

Screen Shot 2016-04-08 at 14.38.23

The idea of all individuals seeking different things was something i wanted to explore, i found a test the determined what you seek in relation to the 4 C's, i took a selection of people who were different in age, interests and occupations and let them take the test, the results i got were all different, they all seek something more than the others.

Screen Shot 2016-04-08 at 14.42.02

Screen Shot 2016-04-08 at 14.42.13

#CONVERSATION