The four Cs

THE FOUR Cs

Or we call it s " Psychographic Segmentation table".

The 4Cs categorise people in terms of their aspirations. this is still one of the most popular ways of profiling audiences in terms of wants and needs


Why do we need to use the 4 Cs?

• It is more useful than the ABC1 categorisation (not simple demographics) 

• It acknowledges the global nature of media audiences 

They are divided into 7 types of consumer

The 4 main categories are (MARS)

• Mainstreams 
• Aspirers
• Reformers
• Succeeders 

Other categories can be added to (ERS)

• Explorers
• Resigned
• Strugglers