Describe the Target Scan study conducted by Backer Spielvogel & Bates

Question

What will be an ideal response?

Answer 1

To identify attitudes that could help explain and predict purchase behavior for different product categories, researchers studied consumer attitudes and values, as well as media viewership/readership, buying patterns, and product use in 18 countries, mostly located in the Triad. The survey attempted to identify both country-specific and global attitudinal attributes. Combining all the country data yielded a segmentation study known as Target Scan, a description of five global psychographic segments that Backer Spielvogel & Bates (BSB) claimed represent 95 percent of the adult populations in the 18 countries surveyed. BSB labeled the segments as Strivers, Achievers, Pressured, Traditionals, and Adapters.
(1 ) Strivers: This segment consists of young people with a median age of 31 who live hectic, on-the-go lives. Driven to achieve success, they are materialistic pleasure seekers for whom time and money are in short supply.
(2 ) Achievers: Older than the Strivers, the affluent, assertive Achievers are upwardly mobile and already have attained a good measure of success. Achievers are status-conscious consumers for whom quality is important.
(3 ) Pressured: The Pressured segment, largely comprised of women, cuts across age groups and is characterized by constant financial and family pressures. Life's problems overwhelm the members of this segment.
(4 ) Traditionals: This segment is "rooted to the past" and clings to the country's heritage and cultural values.
(5 ) Adapters: This segment is composed of older people who are content with their lives and who manage to maintain their values while keeping open minds when faced with change.