CONSUMER PROFILE WORKSHEET

A Store: M Street, Georgetown, Washignton DC. Department: Women Apparel (#1)

Average Age of Purchaser 30-35

Family Income $100,000

Buyer's VALS Profile Striver & Experiencer

VALS Profile of Customer (See STUDIO materials)

Thinker & Innovator

Buying Behaviors (GeoVALS, see STUDIO materials and textbook p. 10)

Innovators have the highest incomes and resources, the highest self-esteem and self-actualization, and are the
leaders of change.These consumer appreciate the "finer things in life" and value self extression and
independence. They are most likely to be business leaders and entrepreneurs. Additioanlly,they are often very
involved and social people. This is the smallest consumer group but has outside influence.
Thinkers do not have as many resources as Innovators, but they are a high-resource group. Many Thinkers are
educated proffesionals who are motivated by ideals. Thinkers are responsible, and often plan for the future.
They buy practical items and often do research before making a large purchase.

Cultural Implications (refer to Demographic information in textbook and census information in STUDIO materials)
There are about as many men in this area as there are men. Addtionally, the population is about equally split
between White and Black or Aftrican American. There is a very small Asian population and a slightly larger Latino
population.

Key Brands worn by this customer

Adidas Gucci
Ralph LaurenLevis
Alo Yoga
Burberry
Calvin Klein
Dior