Describe the Target Scan study conducted by Backer Spielvogel & Bates

What will be an ideal response?

To identify attitudes that could help explain and predict purchase behavior for different product categories, researchers studied consumer attitudes and values, as well as media viewership/readership, buying patterns, and product use in 18 countries, mostly located in the Triad. The survey attempted to identify both country-specific and global attitudinal attributes. Combining all the country data yielded a segmentation study known as Target Scan, a description of five global psychographic segments that Backer Spielvogel & Bates (BSB) claimed represent 95 percent of the adult populations in the 18 countries surveyed. BSB labeled the segments as Strivers, Achievers, Pressured, Traditionals, and Adapters.
(1 ) Strivers: This segment consists of young people with a median age of 31 who live hectic, on-the-go lives. Driven to achieve success, they are materialistic pleasure seekers for whom time and money are in short supply.
(2 ) Achievers: Older than the Strivers, the affluent, assertive Achievers are upwardly mobile and already have attained a good measure of success. Achievers are status-conscious consumers for whom quality is important.
(3 ) Pressured: The Pressured segment, largely comprised of women, cuts across age groups and is characterized by constant financial and family pressures. Life's problems overwhelm the members of this segment.
(4 ) Traditionals: This segment is "rooted to the past" and clings to the country's heritage and cultural values.
(5 ) Adapters: This segment is composed of older people who are content with their lives and who manage to maintain their values while keeping open minds when faced with change.