Values Attitude and Lifestyle

Vals Values attitude and lifestyle December 18, 2011 by Hitesh Bhasin Vals which is also kn induce as values attitude and lifestyle is one of the patriarchal ways to perform psychographic segmentation. All three conditions atomic number 18 intangible in nature and consequently give an idea of the inert nature of the consumer. If you know what your consumer is thinking, you would know what kind of promotions or communications impart attract him most. And how do you know what the consumer is thinking? By determining his vals Values, attitudes and lifestyle. VALS is different for different people.Lets obligate income as an example. If you be a person with amply income your lifestyle would probably include habits of the SEC A sieve such as dining out of home frequently and that too in top discipline restaurants, wearing only branded clothes and buying the best cars out there. Whereas if you be a put kinsperson income conclave consumer, you would be to a greater extent wa ry of spending money and would rather concentrate on savings. So now how does VALS affect a marketer? Lets say you were a banker. What would you sell someone who had a graduate(prenominal) income lifestyle?You would sell them investment options and would also dedicate a relationship manager to take c atomic number 18 of their needs. In fact, the bankers also have a term for risque income individuals known as HNI high ne 2rth individuals. But, if your lifestyle was that of a low income customer, you are more likely to be targeted for savings History of the term VALS VALS is real a proprietary term of SRI international. The term was developed by Social scientist and futurist Arnold mitchell. Arnold mitchell truly developed the vals framework to determine different housees of people who had varying values, attitudes and lifestyle.These people were determined by the resources they had at their disposal as soundly as the amount of primary innovation they could accept or create. fr ankincense the people with low resources were low on innovation and the ones with higher resources were higher in innovation. This formed the origination of the VALS framework. The VALS framework Image source SRI International As mentioned in the history of VALS, The VALS framework was developed holding a consumers resources as well as his capacity to accept innovation in mind.The X axis vertebra consisted of primary motivation (explained below)and the Y axis consisted of resources such as income, education, confidence etc. hence these two factors were determined to be critical to define the values attitude and lifestyle of any consumer. Resources Included resources for sale to an individual such as income, education, intelligence, emotional support, etc. Primary motivation Which determined what actually drives the individual. Is it knowledge, the go for to achieve something or is it to be social.After researching above 1500 consumers, Arnold mitchell actually divided consu mers into 9 different types based on the amount of resources they had as well as their capacity for primary motivation. These classes of consumers based on their VALS were. Innovators The class of consumer at the top of the vals framework. They are characterized by High income and high resource individuals for whom independence is very important. They have their own individual taste in things and are motivated in achieving the finer things in life. Thinkers A well educated professional is an excellent example of Thinkers in the vals framework.These are the people who have high resources and are motivated by their knowledge. These are the rational decision making consumers and are well informed almost their surroundings. These consumers are likely to accept any social changebecause of their knowledge level. Believers The subtle difference between thinkers and hopers is that thinkers make their own decisions whereas believers are more social in nature and hence also believe other consumers. They are characterized by lower resources and are less likely to accept innovation on their own.They are the best class of word of mouth consumers. Achievers The achievers are mainly motivated by injection what Achievements. These individuals want to excel at their job as well in their family. Thus they are more likely to purchase a brand which has shown its success over time. The achievers are said to be high resource consumers but at the same time, if any brand is rising, they are more likely to resume that brand faster. Strivers Low resource consumer group which wants to reach some achievement are known as strivers. These customers do not have the resources to be an achiever.But as they have values similar to an achiever, they fall chthonic the striver category. If a striver understructure gain the necessary resources such as a high income or social status then he merchantman move on to becoming an achiever. Experiencers The group of consumers who have high r esources but also need a mode of self expression are known as Experiencers. Mostly characterized by young adults,it consists of people who want to experience being different. This class of consumers is filled up with early adopters who spend heavily on food, clothing and other youthful products and services.Makers These are consumers who also want self expression but they are limited by the number of resources they have. Thus they would be more focused towards building a better family rather than going out and actually spending higher amount of money. Making themselves into better individuals and families becomes a form of self expression for the Makers. Survivors The class of consumers in the Vals framework with the least resources and therefore the least likely to adopt any innovation. As they are not likely tochange their course of action regularly, they form into brand loyal customers.An example can include old age pension earners living alonefor whom the basic necessitiesare i mportant and they are least likely to concentrate on anything else. Thus the vals frameworkcan be used in the beginning to classify consumers based on their values, attitudes and lifestyle. Once the classification has been done, you know which types of customers you want to target. Depending on your target customers vals, you can make up your marketing strategy and your promotional message such that it hits your audience at the duty spot.