At the top of the rectangle are the Innovatorswho have such high resources that they could have any of the three primary motivations. Strivers Strivers are trendy and fun loving consumers. Thinkers value order in life, knowledge through educational opportunities, and personal responsibility.
Consumers driven by knowledge and principles are motivated primarily by ideals. Innovators are very conscious about their "image", however not as an outward appearance of their status or power, but as an individual expression of their tastes, style, independence, and personality.
They follow established routines, organized in large part around home, family, community, and social or religious organizations to which they belong. Makers are motivated by the accumulation of material possessions other than those with a practical or useful purpose.
Strivers Strivers are trendy and fun loving consumers. They are mature, responsible, well-educated professionals.
As consumers, they appreciate practical and functional products. These consumers keep up with current events. Experiencers will quickly become enthusiastic about new opportunities, but are equally quick to cool it they cannot get what they want soon, or after they have experienced the "high" once or twice.
They have How can marketers use vals results income and higher amount of resources where they get motivation from their self-expression, from their self-abilities and self-activities. Makers are suspicious of new ideas and large institutions such as big business. These consumers are the low-resource group of those who are motivated by achievements.
Out of the necessity of their situations, Survivors are cautious consumers. Marketers of income-sensitive products and services should be watching for changes in a demographic's income, savings and access to the prevailing interest rates.
These consumers are highly practical people who have constructive skills and value self-sufficiency and independence. They have a lot of energy, which they pour into physical exercise and social activities. They are avid consumers, spending heavily on clothing, fast-foods, music, and other youthful favorites, with particular emphasis on new products and services.
They are avid consumers and are willing to spend a high proportion of their income on fashion, entertainment, and socializing activities.
Makers express themselves and experience the world by working on it - building a house, raising children, fixing a car, or canning vegetables - and have enough skill, education and energy to carry out their endevours successfully.
At the bottom of the rectangle are the Survivors, who live complacently and within their means without a strong primary motivation of the types listed above. On the other hand, Survivors have so few resources ie: They have lot of energy and they seek fun and excitement with high income on fashion, entertainment and socialization.
They are the youngest of all the segments, with a median age of Thus VALS have been defined which has been divided on the basis of lifestyles and attitudes of the consumer.
Innovators are very active consumers, and their buyer behavior reflects their tastes for upscale, niche products and services. These consumers include groups called Thinkers and Believers.
Thinkers value order in life, knowledge through educational opportunities, and personal responsibility. They are focused on the familiar - family, workand physical recreation - and have little interest in the broader world. Because these consumers must focus on meeting needs rather than fulfilling wants and desires, Survivors don't show a strong levels of primary motivations.
They are the oldest of all the segments, with a median age of The horizontal dimension represents primary motivations and includes three distinct types: It was immediately embraced by advertising agencies and is currently offered as a product of SRI's consulting services division.
When utilized affectively, the lifestyle concept helps us understand changing consumer values and how they affect consumer buyer behavior. These consumers prefer stylish trendy products that give the appearance of the lifestyle of people with greater material riches.
Survivors tend to be loyal to specific, habitually purchased brands, especially if they are at discounted prices.VALS | The VALS Types VALS™ provides product designers and marketers with a lens to view the consumer marketplace—a lens that enables real-world, real-time decisions.
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The purpose of segmentation is to provide marketers with an understanding of customers and prospects that can translate into improved marketing effectiveness. Oct 23, · As marketers are certainly aware, a consumer's economic situation will undoubtedly affect their purchasing decisions in some way.
Marketers of income-sensitive products and services should be watching for changes in a demographic's income, savings and access to the prevailing interest rates. Segmentation research based on VALS is a product of SRI Consulting Business Intelligence.
According to the VALS Framework, groups of people are arranged in a rectangle and are based on two dimensions.
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How Can Marketers Use Vals Results theories, explaining an association between a stimulus and a response (). In the context of consumer behavior, the result of this association is a change in the consumer's behavior toward a product or service.Download