Dividing the market into different geographical units such as
nations, states, regions, counties, cities, or neighborhoods.
are successful, sophisticated, take-charge people with high
self-esteem. They have such abundant resources. They are change
leaders and are the most receptive to new ideas and technologies.
Innovators are very active consumers, and their purchases reflect
cultivated tastes for upscale, niche products and services.
are motivated by ideals. They are mature, satisfied,
comfortable, and reflective people who value order, knowledge, and
responsibility. They tend to be well educated and actively seek out
information in the decision-making process. They are well-informed about
world and national events and are alert to opportunities to broaden their
are motivated by ideals. They are conservative, conventional
people with concrete beliefs based on traditional, established codes:
family, religion, community, and the nation. Many Believers express moral
codes that have deep roots and literal interpretation. They follow
established routines, organized in large part around home, family,
community, and social or religious organizations to which they belong.
are motivated by the desire for achievement, Achievers have
goal-oriented lifestyles and a deep commitment to career and family.
Their social lives reflect this focus and are structured around family, their
place of worship, and work. Achievers live conventional lives, are
politically conservative, and respect authority and the status quo. They
value consensus, predictability, and stability over risk, intimacy, and self-