Social Grade

Description of Occupation
higher managerial, administrative or professional intermediate managerial, administrative or professional supervisory, clerical, junior administrative or professional skilled manual workers semi- and unskilled manual workers state pensioners with no other income, widows, casual and lowest grade earners

Example
Company Director Middle Manager Bank Clerk Plumber Labourer Unemployed

A B C1 C2 D E

Resigned Struggler Mainstreamer Aspirer

Rigid, strict, authoritarian and chauvinist values, oriented to the past and to Resigned roles. Brand choice stresses safety, familiarity and economy. Alienated, Struggler, disorganised - with few resources apart from physical/mechanical skills (e.g. car repair). Heavy consumers of alcohol, junk food and lotteries, also trainers. Brand choice involves impact and sensation. Domestic, conformist, conventional, sentimental, passive, habitual. Part of the mass, favouring big and well-known value for money 'family' brands. Almost invariably the largest group. Materialistic, acquisitive, affiliative, oriented to extrinsics Care about image, appearance, charisma, persona and fashion. Attractive packaging more important than quality of contents.

Succeeder
Explorer Reformer

Strong goal orientation, confidence, work ethic, organisation. Support status quo, stability. Brand choice based on reward, prestige - the very best . Also attracted to 'caring' and protective brands .
Energy - autonomy, experience, challenge, new frontiers. Brand choice highlights difference, sensation, adventure, indulgence and instant effect - the first to try new brands. Freedom from restriction, personal growth, social awareness, value for time, independent judgement, tolerance of complexity, antimaterialistic but intolerant of bad taste. Curious and enquiring, support growth of new product categories. Select brands for intrinsic quality, favouring natural simplicity, small is beautiful.

Social Grade This magazine is most likely going to attract the A,B,C1 social groups. These people live successful lives, and have the disposable cash to pay for a weekly/monthly magazine.

Psychographic The psychographic which is most likely to read this magazine is the reformer. These people like to be individuals and break away from societys norms, and are therefore attracted to the rebellious attitudes shown by the artists featured in the magazine.

Social Grade This magazine is most likely going to attract the C2,D,E social groups. These people will be more likely to purchase this magazine as they can relate to the articles in the magazine and artists featured on the front cover, as they can relate to the beginnings of their lives and the message that they are giving out through their music.

Psychographic The psychographic which is most likely to read this magazine is the aspirer. Similarly to the artists featured in the magazine, these people are interested in wealth and materialistic goods. They would also look at the expensive clothes theyre wearing and the attractive women theyre surrounded by and aspire to have a similar lifestyle.

Social Grade This magazine is most likely going to attract the A,B,C1 social groups. Although this magazine wont be brought by the adults who fit into these social grades, they are more likely to buy them for their children, as they have the disposable cash to hand them pocket money and weekly allowances.

Psychographic The psychographic which is most likely to read this magazine is the mainstreamer. These people are obsessed with being a part of the latest fashion and trends, and conform to what is seen as correct by society. These people are attracted to a magazine like this as it features artists which get the most public exposure.