nt and leisure combined with moments of hard work to get wherever he or she wants. The looks and acts are very important to the Materialist because they are symbols of their rank and status. The clothing, manifested by choosing the right brands and labels, becomes the uniform that announces their position as members of the club. Having fun, spending time with friends and taking care of the body are essential hobbies within the segment. But don't let the leisure and pleasure seeking fool you, the Materialist is also very ambitious when it comes to getting ahead in working life and to reach the position they want. Nevertheless, they might not always be the ones who are aiming at the highest posts in society, but might well be satisfied with something less 'glorifying' but that still is important enough for them. And of course their work has to pay well SO that they can maintain their high level of consumption, leisure and travelling. End-User Needs and Demands Materialists are anything but serious. Their leisure time is dedicated to pure entertain- ment: watching TV is their main activity and they like parties. If reading, let it be a cartoon strip, if going to the cinema make it funny, full of action, in a word, entertaining. Materialists prefer to watch films, including movies with adult themes and all kinds series - detective, family, comedy, action. They also show interest for musicals, variety programmes and shows for young people. Another way to keep an eye on a screen is to play video games. Of course, if there is a possibility to make easy money while having fun, why not? Materialists like gambling. The favourite activity is shopping. For Materialists, shopping is a real leisure activity: they think that it is fun and they like to see the new products on the market. They are compulsive, and at the same time smart buyers, who often find what they want at the lowest price. The image is a travel agency ad that promotes last-minute bookings by offering two advantages: good value for money and the possibility to