– Social class: Of all class – Middle and upper, but targeted mainly at middle
– Income: Stable/ upper amounts – they’re a premium price so are targeted at more stable and higher amounts of income of people
– Education: A above average education. A good understanding of the human body and what certain protein products do for you and your training
– Target consumer: Adults who are aiming to become more physically fit, as well as being targeted at body builders and people who also aim to gain and produce muscle mass and/or burn fat
QUALITATIVE:
– The aspirer: Motivated by esteem and status, they want to be viewed and watched by others through their hard work in training. The training creates esteem for the user.
– The succeeder: They are motivated by control, control in their lifestyle and health. They possess high self-confidence and a heavy goal-orientation.
