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VALS

The VALS framework classifies adults into eight groups based on their motivations and resources. It considers ideals, achievement, and self-expression as motivations. The four groups with high resources are innovators, thinkers, achievers, and experiencers. Innovators are successful and sophisticated early adopters. Thinkers are mature and informed. Achievers focus on career and family. Experiencers seek variety and excitement. The four lower resource groups are believers, strivers, makers, and survivors.

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51 views5 pages

VALS

The VALS framework classifies adults into eight groups based on their motivations and resources. It considers ideals, achievement, and self-expression as motivations. The four groups with high resources are innovators, thinkers, achievers, and experiencers. Innovators are successful and sophisticated early adopters. Thinkers are mature and informed. Achievers focus on career and family. Experiencers seek variety and excitement. The four lower resource groups are believers, strivers, makers, and survivors.

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uzmaamin
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VALS Framework

• One of the most popular commercially available classification systems based

on psychographic measurements is VALS (Values and LifeStyles) framework.

• VALS, developed in 1970'and inaugrated in 1978 by Arnold Mitchell at SRI

International, is a marketing and consulting tool that helps businesses world

wide develop and execute more effective strategies.

• VALS, signifying Values Attitudes and Lifestyles, classifies adults into eight

primary groups.
VALS Framework

 Horizontal Dimension: Consumer Motivation

 Ideals (Guided by Knowledge and Principles)

 Achievement (Look for products and services that demonstrate success to their

peers)

 Self-Expression (Desire social or physical activity and variety)

 Vertical Dimension: Consumer Resources

 Personality Traits (Energy, Self-confidence, intellectualism, novelty seeking,

innovativeness, impulsiveness, leadership and vanity)


The four groups with high resources are:
 Innovators: Successful, sophisticated, active, “take-charge” people with high self-esteem. Purchases often
reflect cultivated tastes for relatively upscale, niche-oriented products & services. Their pysiological and
social needs are already satisfied. They have high resources and are now trying to satisfy esteem needs.They
purchase classy products and are early adapters of new products.
 Thinkers: They are mature, responsible, reflective and well educated people. They are well informed about
what goes on in the world and are open to new ideas. They are rational decision makers and seek durability,
functionality, and value in products. They are motivated by ideals (standards) and value order, knowledge and
responsibility. They need durable, products than flashy products. They will adopt products once innovators
adopt.
 Achievers: Successful, goal-oriented people who focus on career and family. They favor premium products
that demonstrate success to their peers. They have an eye on thinkers and innovators, prefer brand which is
widely popular and have social influence.
 Experiencer: Youngest of all segments, enthusiastic, impulsive people who seek variety and excitement. They
spend a comparatively high proportion of income on fashionable clothing, fast-foods,music, entertainment,
and socializing. They have low income than innovators, thinkers and achievers but have more time.
The four groups with lower resources are:
 Believers: Conservative, conventional, and traditional people with concrete beliefs. They prefer

familiar products and are loyal to established brands. They don't accept new products because of

low resources.

 Strivers: Trendy and fun-loving people who are resource-constrained. They favor stylish products

that emulate the purchases of those with greater material wealth. They want to show off but can't

because of low resources. Purchase low quality brands.

 Makers: Practical, down-to-earth, self-sufficient people who like to work with their hands. They

seek products with a practical or functional purpose. They take longer time in purchase.

 Survivors: They are the elderly, passive people concerned about change and are loyal to their

favourite brands. They just need product to work to simplify their life. They are at extreme end of

life and mostly depend on others for resources.

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