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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 High
Resources
Primary High
Motivation

Experienc
Thinkers Achievers
er

Idea Achievem Self-


ls ent Expression
Believers Strivers Makers

Low
Resources
Survivors
Low
Segments governed by 3
primary motivations
• High Resources & • Low resources &
Exhibit all 3 primary does not Exhibit any
motivations. of the 3 primary
• Successful, motivations.
InnovatTake-
Sophisticated, • OftenSurvivo
feel powerless.
charge ors
people. • Concernedrs about
• Change Leaders, safety & security.
Receptive for new • Tend to be brand
ideas & loyal & buy
technologies. discounted
• Cultivated taste for merchandise.
Segments exhibit ideals as a
motivation
• High resources. • Low resources.
• Mature, satisfied, • Strongly traditional
comfortable & and respect rules
reflective. and authority.
• WellThinker
educated & Believe
• Fundamentally
Activelysseek rs
conservative.
information in the • Slow to change and
decision making technology averse.
process. • Choose familiar
• Favor durability, products,
functionality & value established brands
Segments exhibit Achievement
as a motivation
• High resources. • Low resources.
• Goal oriented • Trendy & fun loving.
lifestyle centered on • Little discretionary
family and career. income & tend to
• AvoidAchieve
situations with have Striver
narrow
rs of
high degree interests.s
stimulation & • Buy stylish products
change. that emulate the
• Prefer premium purchases of people
products that with greater material
demonstrate wealth.
Segments exhibit Self-
Expression as a motivation
• High resources. • Low resources.
• Appreciate the • Value practicality &
unconventional. self-sufficiency.
• Active, impulsive & • Choose hands on
Experie
seek stimulation constructive
ncers Makers
from the new, activities.
offbeat and risky. • Spend leisure time
• Spend comparatively with family &
high portion of their friends.
income on fashion, • Prefer value over
socializing & luxury so; they buy
Key
Characteris
tics
Innovator Achiever Experien
Thinkers s cers
s
Take –charge Goal Trend Setting
Reflective oriented Impulsive
Sophisticate
Informed Brand Variety
d
Content Conscious seeking
CURIOUS
Conventional

Believer
Survivors Strivers Makers
s

Contemporar
Responsible
Nostalgic Literal y
Practical
Constrained Loyal Imitative
Self-
Cautious Moralistic Style
sufficient
Conscious
Who would buy those different
types of watches ?

An Ordinary
Achiever A knock-off
Strivers
s
Rolex. Rolex

A Rolex that
Innovator has
Experien An average
Makerswatch
s
a newcers known
Satellite tracking For its precision.
How would you promote a local
recreational trip to each of the

Innovator Experien Achiever


s Thinkers
cers s

Believer
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
Thank You