Vals (value Attitude & Lifestyle Survey)

VALS Value, Attitude & Lifestyle Survey

VALS- History & Methodology • First developed by “Arnold Mitchell” 1960. • Developed more to be suitable for implementation 1980. • Modified as used now by team from SRI international, Stanford university and universities of Berkley & California 1986.

VALS- History & Methodology • Initial system was developed (1980), where VALS was an acronym that stands for “Value And Lifestyle Survey”. • Modified to include attitudes and be more descriptive of the person’s ability to express himself in the marketplace (1986) where VALS is an acronym that stands for “Value, Attitude & Lifestyle Survey.”

VALS- History & Methodology

• VALS system was developed to explain the various attitudes towards society and institutions. • VALS is a method of applying psychographics to business management. • VALS is away of thinking of consumers beyond demographics.

VALS-framework An individuals’ primary motivations as well as his resources determines how a person will express himself/herself in the market place.

3 Primary motivations

Psychographics

Innovator s

Primary Motivation Thinkers

Achievers

Idea ls

Achievem ent

Believers

Strivers

Survivors

High Resources High

Experienc er

SelfExpression Makers

Low Resources Low

Segments governed by 3 primary motivations • High Resources & Exhibit all 3 primary motivations. • Successful, InnovatTakeSophisticated, charge ors people. • Change Leaders, Receptive for new ideas & technologies. • Cultivated taste for

• Low resources & does not Exhibit any of the 3 primary motivations. • OftenSurvivo feel powerless. rs about • Concerned safety & security. • Tend to be brand loyal & buy discounted merchandise.

Segments exhibit ideals as a motivation • High resources. • Mature, satisfied, comfortable & reflective. • WellThinker educated & Activelysseek information in the decision making process. • Favor durability, functionality & value

• Low resources. • Strongly traditional and respect rules and authority. Believe • Fundamentally rs conservative. • Slow to change and technology averse. • Choose familiar products, established brands

Segments exhibit Achievement as a motivation • High resources. • Goal oriented lifestyle centered on family and career. Achieve • Avoid situations with rs of high degree stimulation & change. • Prefer premium products that demonstrate

• Low resources. • Trendy & fun loving. • Little discretionary income & tend to have Striver narrow interests.s • Buy stylish products that emulate the purchases of people with greater material wealth.

Segments exhibit SelfExpression as a motivation • High resources. • Appreciate the unconventional. • Active, impulsive & Experie seek stimulation ncers from the new, offbeat and risky. • Spend comparatively high portion of their income on fashion, socializing &

• Low resources. • Value practicality & self-sufficiency. • Choose hands on constructive Makers activities. • Spend leisure time with family & friends. • Prefer value over luxury so; they buy

Key Characteris tics Innovator s Take –charge Sophisticate d CURIOUS

Survivors

Nostalgic Constrained Cautious

Thinkers

Achiever s

Reflective Informed Content

Goal oriented Brand Conscious Conventional

Believer s

Strivers

Literal Loyal Moralistic

Contemporar y Imitative Style Conscious

Experien cers Trend Setting Impulsive Variety seeking

Makers Responsible Practical Selfsufficient

Who would buy those different types of watches ? Achiever An Ordinary s Rolex.

Innovator A Rolex that has Experien s a newcers Satellite tracking

A knock-off Strivers Rolex

An average Makerswatch known For its precision.

How would you promote a local recreational trip to each of the Innovator s

Experien cers

Thinkers

Believer s

Achiever s

Makers

Strivers

Which segment will buy this service?

How should the new Mac-book plus be promoted to different

Remember………….VALS People buy products, services and seek experiences that fulfill their characteristic preferences and give shape, substance and satisfaction to their lives.

Remember………….VALS • Evolved to explain the relationship between psychology and consumer behavior. • VALS measures the person’s ability to express himself/herself in the market place. • Uses proprietary psychometric techniques to measure concepts that researchers have proved empirically

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