[RESEARCH] Audience - The Mass Market

There are some obvious ways to classify audience :


Age

Gender

Race

Location

Another way to classify audiences is by their class- judged by the kind of job the main wage-earner of the householder has:

	Illiterate	School up to 4 years	School 5–9 years	SSC/HSC	Some college but not graduate	Graduate/Postgraduate general	Graduate/Post Graduate professional
Unskilled	E2	E2	E1	D	D	D	D
Skilled Workers	E2	E1	D	C	C	B2	B2
Petty traders	E2	D	D	C	C	B2	B2
Shop Owners	D	D	C	B2	B1	A2	A2
Businessmen with No employees	D	C	B2	B1	A2	A2	A1
Businessmen with 1-9 employees	C	B2	B2	B1	A2	A1	A1
Businessmen with 10+ employees	B1	B1	A2	A2	A1	A1	A1
Self Employed professional	D	D	D	B2	B1	A2	A1
Clerical/Salesman	D	D	D	C	B2	B1	B1
Supervisory Level	D	D	C	C	B2	B1	A2
Officers/Executives-Junior	C	C	C	B2	B1	A2	A2
Officers/Executives-Mid/Senior	B1	B1	B1	B1	A2	A1	A1

It divides people into 3 classes:

Upper class, Middle class and lower/working class

A - Upper middle class

B - Middle Class

C - Lower/skilled middle/working class

D - Working Class

E - Low level income

Young and Rubicam devised a grid to describe 4 groups of consumers 

Mainstreamers: Make up 40% of the population. They like security, and belonging to a group.

Aspirers: Want status and the self esteem of others. Like status symbols, designer labels etc. Live off credit and cash.

Succeeders: People who have already got status and control

Reformers: Define themselves by their self-esteem and self-fulfilment