2120123, 657 PM VALS. Model (Values and Lifestyles) The Most Intligent Too! For Understanding Of CustomersValues And Lifestyles fo 4 G Signin to Linkedin with Google x @ John Lenard Montealegre johnlenardmontealegre1212@gmail.com Intelligent Tool For Ur CustomersValues And To create your account, Google will share your name, email address, and profile picture with Linkedin. See) Linkedin’s privacy policy and terms of service. Islam Ezzeldin Mostafa M.I.B.A. Awards-Winning Enthusiastic ,Custor . Experienced Professional Sales Director, Marketing Manager ,Product Manager &.. Published Oct 11, 2014 V.A.L.S. Model (Values and Lifestyles) The Most Intelligent Tool For Understanding Of CustomersValues And Lifestyles Acronym for Values and Lifestyles, a system for grouping consumers according to psychological and sociological theories in order to predict their behavior in the purchase decision process. There are three main categories: need-directed-consumers who make purchases based solely on need; outer-directed-consumers who make purchases based on their perceptions of the way others view them; and inner-directed-consumers who make purchases out of some inner need. VALS can aid in defining targets for products and are also helpful in the development of advertising copy anc media strategies. The concept was introduced in 1978 by the California consulting firm of SRI International The acronym VALS, (for "Values, Attitudes and Lifestyles") is a psychographic segmentation. It was developed in 1970s and inaugurated in 1978 by Mitchell at SRI International. VALS™ places U.S. adult consumers into one of eight segments based on their responses to the VALS questionnaire The main dimensions of the segmentation framework are primary motivation (the horizontal dimension) and resources (the vertical dimension). The VALS approach is derived from a theoratical base in Maslow's work (1954). It has since been reworked to enhance its ability to. predict consumer behavior, Segmentation research based on VALS is a product of SRI Consulting Business Intelligence. hitpsshwwninkecin.comipulse/20141011282283-99993053 ¥-2--s-mede!values-and-ifesylesthe-most-nteligent-tooMornderstancing-ot-customer.... U72120123, 657 PM VALS. Model (Values and Lifestyles) The Most Intligent Too! For Understancing Of CustomersValues And Lifestyles fo 2 Consumers driven by knowledge and principles are motivated primary by ideals, These consumers include groups called Thinkers and Believers. Consumers driven by demonstrating success to their peers are motivated primarily by achievement. These consumers include groups referred to as Achievers and Strivers. Consumers driven by a desire for social or physical activity, variety, and risk taking are motivated primarily by selfexpression, These consumers include the groups known as Experiencers and Makers. At the top of the rectangle are the Innovators, who have such high resources that they could have any of the three primary motivations. At the bottom of the rectangle are the Survivors, who live complacently and within their means without z strong primary motivation of the types listed above. The VALS Framework gives more details about each of the eight groups. VALS Framework and Segment These consumers are on the leading edge of change, have the highest incomes, and such high self-esteem and abundant resources that they can induldge in any or all self-orientations. They are located above the rectangle. Image is important to them as an expression of taste, independence, and character. Their consumer choices are directed toward the "finer things in life. 2. Thinkers. These consumers are the high-resource group of those who are motivated by ideals. They are mature, responsible, well-educated professionals. Their leisure activities center on their homes, but they are well informed about what goes on in the world and are open to new ideas and social change. They have high incomes but are practical consumers and rational decision makers. 3. Believers These consumers are the low-resource group of those who are motivated by ideals. They are conservative and predictable consumers who favor American products and established brands. Their lives are centered on family, church, community, and the nation. They have modest incomes. 4.Achievers These consumers are the high-resource group of those who are motivated by achievement. They are successful work-oriented people who get their satisfaction from their jobs and families. They hitpshwwinkecin.comipulsei20141011282283-99993053.9-a--s-mede!values-and-ifesylesthe-most-nteligent-tooMornderstancing-ot-customer.... 2172120123, 857 PM VALS. Model (Values and Lifestyles) The Most Intligent Too! For Understancing Of CustomersValues And Lifestyles fo 2 Inese consumers are the low-resource group oF those who are motivated by achievements. Iney have values very similar to achievers but have fewer economic, social, and psychological resources. Style is extremely important to them as they strive to emulate people they admire. 6. Experiencers. These consumers are the high-resource group of those who are motivated by self-expression. They are the youngest of all the segments, with a median age of 25. They have a lot of energy, which they pour to physical exercise and social activities. They are avid consumers, spending heavily on clothing, fast-foods, music, and other youthful favorites, with particular emphasis or new products and services. 7. Makers. These consumers are the low-resource group of those who are motivated by self-expression. They are practical people who value self-sufficiency, They are focused on the familiar-family, work, and physical recreation-and have little interest in the broader world. As consumers, they appreciate practical and functional products 8. Survivors These consumers have the lowest incomes. They have too few resources to be included in any consumer self-orientation and are thus located below the rectangle. They are the oldest of all the segments, with a median age of 61. Within their limited means, they tend to be brand-loyal consumers. Use of the VALS Framework Marketing classes use this tool to determine the placement of a given product to a certain niche in an industry. 293+ 15 Comments Like Comment Share MICHAEL BOLANTA Sme hitpssiwoinkecincomipulee/20141011282299-99909060-0-2--+-model-valves-and-ifestylesthe-most-inteligenttoalforunderstancing-ot- customer. ar2120123, 657 PM hitpsswwinkecin.comipulse/20141011282283-99993053-2--s-mode-val VALS. Model (Values and Lifestyles) The Most Intligent Too! For Understancing Of CustomersValues And Lifestyles 2 Like Reply Khanh Binh xy VALS is a model in Psychographic, you can use it to know about your customers more before you think about the behavior of your customers. There is only one problem, How to implement it simply, with many customers, and most effectively? But the more detailed itis, the more you will save money on marketing, Like Reply | 2 Likes Pim Bruinink ly Enes Keklikoglu Like Reply Daniel Schilling 2 Daniel Schilling Miinchen 01608912468 WhatsApp Like Reply ‘Swayam Prabha a Thanks for sharing, it was insightful! Like Reply Franka Siebers By What companies use VALS? Like Reply Dt Himanshu Mahobiz 3y Harley Davidson can use it to develop its motorcycles Like Reply Neha Verma ay Can u tell me its development process Like Reply | 1 Like -andsifestyles the-most-nteligen-oo-for-understancing-oteustomer.... 4/72720728, 657 PM VALS. Model (Values and Lifestyles) The Most Intligent Too! For Understanaing Of CustomersValues And Lifestyles Suhayb Manzar 5y Hi can we use VALS model for PR? Like Reply | 2 Likes See more comments To view or add a comment, sign in More articles by this author Top 63 International Marketing Mistakes &... Oct 11, 2014 Others also viewed 4 Different Types of Consumers & How to Market to Them julia Harrison + 8y -isphil VALS Types Thaddeus Tondu + Ty The Five Dimensions of Brand Personality peetiiees Vogner dos Santos - By Le -¥-| Competitive Strategies of Marketing S Abanti Barman + 3y hitpsshwwtinkecin.comipulsei20141011282283-99993053-9-24-s-mede!values-and-ifesylesthe-most-nteligent-tooMornderstancing-ot-customer..._5!72120123, 657 PM VALS. Model (Values and Lifestyles) The Most Inteligent Too! For Understancing Of CustomersValues And Lifestyles fo 2 RE"? rcs oy CPM vs HEM: Which advertising model is right for your business? 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