Maslows Hierachy

Dr Maslow was the man who invented the Hierachy of needs by studying humans and there behaviour, Young and Rubicam took the Hierachy and then designed a tool to which people could discover where they stood within it. It is there to help us understand humans basic motivations.
Young and Rubicam asked the public what brands they bought and why. The system removed the effect of the cultural backgrounds as people from different countries are influenced by their culture. And so they name it the 4C's (Cross Cultural Consumer Characterisation).
The 4C's divides everyone into 7 types of people, depending on their main motivation.

The Explorer
Explorers search for new things, and are therefore the first to try out new ideas and respond to the type of brands that offer new sensations. This really means that the seek out difference. There main motivation is discovery.

The Aspirer
The core need for these people is Status, This means that to them image counts and are driven by how others see them rather than themselves. This the means that they respond to others perception of being superficial such as image, charisma and fashion.To them an attractive pack is as important as the contents.

The Succeeder
Their main need in life is for control. They tend to be very organised, have self confidence and a strong goal orientation. This means that they are usually in positions of responsibility. With brands they tend to seek out the best because they feel that that is what they deserve. They also look for caring and protective brands because they need to relax sometimes

The Reformer
Reformers are always searching for inner enlightenment as that is their core need Out of all 7 types, reformers are the most anti materialistic, which in turn shows them as being quite intellectual, and unlike Explorers they tend not to but things just because they are new. They are socially aware and are very tolerant. They tend to seek out the harmonious and authentic, and are therefore often at the leading edge of society.

The Mainstream
Security is the main motivation in life for the mainstream. They live in the world of the domestic, which means they tend to centre themselves within their family.  There daily routine is important to the way they live their lives. They are the largest group of people within the 7 groups, and are known for seeking established and family brands with value to money.

The Struggler
Strugglers  seek escape as they often see no way out, because of the way they see themselves (victims, losers and wasters) They are disorganised people who have little resources apart from their own physical skills. They are known to live for today and make few plans for tomorrow. They tend to be heavy consumers of alcohol and junk food. Visual and physical sensation are important when it comes to their brand choices.

The Resigned
These people are usually older people with unchanging values which they have built up over time. They tend to enjoy acting in the traditional roles. When it comes to brands they choose what is familiar to them. There basic aim is to survive


I think that i fall into the category of The Succeeder. As i am a very organised person who does like to have control over certian aspects of my life, and once i have a goal i will do everything i can to reach it and succeed.