Mentality segmentation model
The influence of social and demographic characteristics on people's attitudes and behaviour has greatly decreased. Today, we live in a dynamic and fragmented network society. The consumption of luxury products as a means to distinguish oneself is no longer the privilege of an affluent top layer in society, but the expression of large market segments that consider luxury and status to be important values. The need for alternative instruments to predict consumer behaviour resulted in the creation of the Mentality™ research programme by the research company Motivaction International. Mentality defines eight social milieus in the Netherlands:
Traditional...