Consumer Behaviour VALS FRAMEWORK VALS Framework U S

Consumer Behaviour VALS™ FRAMEWORK

VALS™ Framework (U. S. ) Psychograph ic segmentatio n. VALS based on signifies What is Psychographic Sciences? that uses What is VALS™? Framework which helps make Psychographic segmentation of consumers psychology and demographics to better understand consumers Values and lifestyles. Personal traits, lifestyle or values How is VALS™ performed? What is the result? Recording responses to a questionnaire featuring 4 demographic and 35 attitudinal questions VALS™ classifies consumers into 8 primary groups 1

VALS™ Framework Consumer Motivation Consumers are inspired by one of three motivations: What determines individual’s resources: Ideals: Guided by knowledge and principles Achievement: Look for products & services that demonstrate success to their peers Personality traits like energy, selfconfidence, intellectualism, novelty seeking, innovativeness, impulsiveness, leadership and vanity in conjunction with key demographics Self-expression: Desire social or physical activity, variety and risk My VALS™ survey results: Vertical dimension Resources Consumer Resources Motivation Horizontal dimension 2

VALS™ Framework Higher resources Innovators Successful people with high self-esteem Cultivated tastes for upscale, niche-oriented products and services Thinkers Mature, satisfied people motivated by ideals who value knowledge and responsibility Believers Experiencers Successful people who focus on career and family Young, impulsive people who seek variety and excitement Spend high proportion of income on fashion, entertainment and socializing Strivers Trendy, fun-loving people who are resource constrained Conservative, conventional and traditional people with concrete beliefs Seek durability, functionality and value in products Achievers Favour products that demonstrate success to their peers Lower resources Favour stylish products that emulate the purchases of those with greater material wealth Makers Survivors Self-sufficient people who like to work with their hands Elderly, passive people concerned about change and loyal to their favourite brand 3

VALS™ Framework Example Automobile: Rolce Royce– Innovator (niche product) Wagon. R- Thinkers (Value of product) Mercedes – Achievers (Success to peers) Duster – Strivers (Emulate those with greater wealth) 3