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Fountainhead Communications - FMCG - Emerging Trends - Making Waves : Home-Makers
  Making Waves:Home-Makers
Emerging Trends  
The Conformist | The Flaunter | The Assertive | The Accomplisher
The Conformist

Driving Force – Traditional values, norms and rituals

Gratification criterion- “My family is happy, so doesn't matter if I’m not”
The Flaunter Go to top

Driving Force – Social Approval and Power.

Gratification criterion - “My family is happy, they will appreciate, so I’m Happy”
The Assertive Go to top

Driving Force – Self-esteem and control over one’s life’s decisions.

Gratification criterion - “I did what I wanted to, I’m happy”
The Accomplisher Go to top

Driving Force – Achievement need.

Gratification criterion - “I need to accomplish something in whatever I do”
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