Consumer segmentation 2

2013 consumer GENERIC BRAND segmentation model r Average earnings by segment (%) O Fledglings Younger Families Benefits and Budgets 0 10 20 30 40 50 60 70 80 90 100 0 10 20 30 40 50 60 70 80 90 100 0 10,20 30 40 50 60 70 80 90 100 Strivers Older Families Wealthy 0 10 20 30 40 50 60 70 80 90 100 0 10 20 30 40 50 60 70 80 90 100 0 10 20 30 40 50 60 70 80 90 100 Empty Nesters Traditional Representation by segment 0 10 20 30 40 50 60 70 80 90 100 0 10 20 30 40 50 60 70 80 90 100 Retirees 0 10 20 30 40 50 60 70 80 90 100 Under Represented Over Represented Segment by age range 18-21 22-25 26-30 31-40 41-50 51-60 61-65 65+