Do you fancy yourself a “Parentocrat,” obsessed with making your children all they can be, before they're even potty trained? Or maybe you're “Ms. Independent,” a woman who, despite putting off marriage until later in life, isn't waiting for Mr. Right to buy a home or have a baby?
These are two of the consumers Ron Rentel and Joe Zellnik describe in “Karma Queens, Geek Gods and Innerpreneurs: Meet the 9 Consumer Types Shaping Today's Marketplace” (McGraw-Hill).
“Understanding the aspirations and preoccupations of all the various C-types who interact with your brand is vital to understanding the future and your company's or brand's place in it,” says Rentel, founder of Consumer Eyes, a brand and innovation consultancy.
Besides profiling consumer categories, the book covers what Rentel and Zellnik call the “universal aspects of consumer life,” such as sexual habits and food preferences, and how they can affect buying patterns.
