The 4C's
The 4C's is a consumer segmentation model developed by the Young and Rubicam advertising agency, based on values and especially designed for gaining insight into consumer choices. 4C's is an abbreviation of Cross-Cultural Consumer Characterisation: Cross-Cultural because these target values are found in all countries, though their expression may vary: Consumer Characterisation because 4C's characterises each value, bringing to life an entire subjective reality, a lifestyle, a way of making choices.
4C's is based on Maslow's hierarchy of needs. After studying the behaviour of both monkeys and humans, Maslow found they acted in much the same way. Both...