Thinkers for Set 2 Marketing

Embed Doc
Copy Link
Readcast
Collections

1
CommentGo Back

Download

1.Explain the relevance of VALS to MarketingANS.

About VALS™

VALS reflects a real-world pattern that explains the relationship between personality traits and consumer behavior. VALS uses psychology to analyzethe dynamics underlying consumer preferences and choices. VALS not onlydistinguishes differences in motivation, it also captures the psychological andmaterial constraints on consumer behavior. VALS is based on current personality research into specific components of social behavior. VALS assertsthat people express their personalities through their behaviors. People withdifferent personalities engage in different behaviors or exhibit similar behaviors for different reasons.VALS™ is a marketing and consulting tool that helps businesses worldwidedevelop and execute more effective strategies. The system identifies currentand future opportunities by segmenting the consumer marketplace on the basisof the personality traits that drive consumer behavior. VALS applies in all phases of the marketing process, from new-product development and entry-stage targeting to communications strategy and advertising. The basic tenet of VALS is that people express their personalities through their behaviors. VALSspecifically defines consumer segments on the basis of those personality traitsthat affect behavior in the marketplace. Rather than looking at what people doand segregating people with like activities, VALS uses psychology to segment people according to their distinct personality traits. The personality traits arethe motivation—the cause. Buying behavior becomes the effect—theobservable, external behavior prompted by an internal driver.

SET – 2 MB0030Page 1

VALS™ places U.S. adult consumers into one of eight segments based ontheir responses to the

VALS questionnaire

. The main dimensions of thesegmentation framework are

primary motivation

(the horizontal dimension)and

(the vertical dimension).

SET – 2 MB0030Page 2

Innovators

Innovators are successful, sophisticated, take-charge people with high self-esteem. Because they have such abundant resources, they exhibit all three primary motivations in varying degrees. They are change leaders and are themost receptive to new ideas and technologies. Innovators are very activeconsumers, and their purchases reflect cultivated tastes for upscale, niche products and services.Image is important to Innovators, not as evidence of status or power but as anexpression of their taste, independence, and personality. Innovators are amongthe established and emerging leaders in business and government, yet theycontinue to seek challenges. Their lives are characterized by variety. Their possessions and recreation reflect a cultivated taste for the finer things in life.

Thinkers

Thinkers are motivated by ideals. They are mature, satisfied, comfortable , andreflective people who value order, knowledge, and responsibility. They tend to be well educated and actively seek out information in the decision-making process. They are well-informed about world and national events and are alertto opportunities to broaden their knowledge. Thinkers have a moderate respectfor the status quo institutions of authority and social decorum, but are open toconsider new ideas. Although their incomes allow them many choices,Thinkers are conservative, practical consumers; they look for durability,functionality, and value in the products they buy.

Achievers

Motivated by the desire for achievement, Achievers have goal-orientedlifestyles and a deep commitment to career and family. Their social livesreflect this focus and are structured around family, their place of worship, andwork. Achievers live conventional lives, are politically conservative, andrespect authority and the status quo. They value consensus, predictability, andstability over risk, intimacy, and self-discovery.

SET – 2 MB0030Page 3

of 00

Leave a Comment

thanks can i use it for my assignement

reply07 / 30 / 2009