Qualitative

Coca cola- kids that earn pocket money and any age up from that, people that live in more urbanised areas, both people who have been educated and not, traditional working class, most countries in the world, all social grades

Maybelline lipstick- females over 15 or men buying it for their girlfriend, established middle class and new affluent workers, those who are employed, countries in western Europe and the USA, C1 and C2 social grades

Cera ve- teen girls/ young women, working either part or full time, western europe and USA, no qualifications neccessary, C1 and C2 social grades

Qualitative

Coca cola- explorer looking for new packaging and searching for their own name and the mainstreamer

Maybelline- the aspirer and mainstreamer

Cera ve- the struggler and mainstreamer