Lifest yle Segmentation

Duck Head Targets

a casual student
lif est yle.

What types of

Lifestyle Studies
H student lifestyles
do the following
companies target:

•Tommy Hilfiger?
•Gap?
•DKNY?
•Pacific Sunwear? Click or press spacebar to return.

How time is spent

Importance of things
around them
Beliefs
• Life-style refers to
how people live,
how they spend
their money, and
how they allocate
their time
AIO statements identify consumer activities, interests, and opinions

– Activity questions ask consumers to indicate

what they do, what they buy, and how they
spend their time.
– Interest questions focus on what the
consumers’ preferences and priorities are.
– Opinion questions ask for consumers’ views
and feelings on such things as world, local,
moral, economic, and social affairs.
 AIOs
• AIOs:
– Psychographic research groups consumers according
to activities, interests, and opinions (AIOs)
• 80/20 Rule:
– Only 20 percent of a product’s users account for 80
percent of the volume of product sold
– Researchers attempt to identify the heavy users of a
product
– Heavy users can then be subdivided in terms of the
benefits they derive from the product or service.
AIOs and Lifestyle Dimensions
 SRI developed two psychographic
inventories: VALS and VALS 2
• VALS is based upon motivational and
developmental psychological theories
particularly Maslow’s hierarchy of needs
theory.
• VALS 2 was developed specifically to measure
consumer buying patterns.
 The VALS 2 Inventory

• Goal of VALS 2 is to identify specific relationships between

consumer attitudes and purchase behavior.
• Three self-identify orientations: principle oriented people,
status oriented people, and action oriented people.
• Three resource orientations: financial, psychological, and
material. Based upon total number of resources, people could
be categorized based upon their level of resources.
• VALS 2 used by corporations to understand the basis for
consumer lifestyles, which is useful for developing
promotional strategy and even where to place retail stores
such as The Sharper Image.
 VALS 2
Actualizers
Resources
Abundant Resources
Abundant
Actualizers

Fulfilled Achievers
Achievers Experiencers
Fulfilled Experiencers

Believers
Believers Strivers
Strivers Makers
Makers

Principle Oriented Status Oriented Action Oriented

Strugglers
Strugglers
Resources
Minimal Resources
Minimal
 VALS 2
• The Values and Lifestyles System
• Three Self-Orientations:
– Principle orientation: Guided by a belief system
– Status orientation: Guided by opinions of peers
– Action orientation: Desire to impact the world around them
• VALS Groups:
- Actualizers - Believers
- Fulfilleds - Strivers
- Achievers - Makers
- Experiencers - Strugglers