Course - Consumer Behaviour

1. Doug recently graduated with a Diploma from his local community college and has worked at an entry-level job at one of the manufacturing companies in his town for over five years. Dougs boss encourages him to pursue higher education, however, he does not seem to have the time or interest. Doug is a Millennial, is unmarried, and lives in a one-bedroom apartment. He loves sports cars and spends most of his money on his Mazda Miata. When purchasing, Doug enjoys nice things and often spends more than he should.

VALS Category: _______________

2. Charlotte works for a bioengineering firm. She is part of Gen-Z, is currently single, and prioritizes an active lifestyle. Charlotte is a member of EQUINOX gym and takes part in weekly spin classes. In addition, she is also part of a rock-climbing club. She is social, with a large group of friends, and is always at a new trendy club on the weekends. When purchasing, Charlotte is always looking for something new and unique. If a style becomes too mainstream, Charlotte loses interest and moves on to the next new thing

VALS Category: _______________

,3. Jermaine has been a member of the navy for 20 years. He and his wife have four children and frequently move from base to base as his assignment changes. Jermaine is quite patriotic and takes his role in the navy quite seriously. Jermaine also frequents his local church on a weekly basis and takes part in weekly gatherings. Jermaines family finds the church is a place to both connect to their faith and also their community. His purchasing behavior is connected primarily to products he knows and trusts, and he tends to focus on routine buys.

VALS Category: _______________

4.Lora has focused on simplifying her life, and this choice defines her values and purchasing behaviours. Lora lives in a small town where she has a garden and raises a few chickens. Her husband is a carpenter, and she home-schools their four children. Loras purchases focus on their family needs, and they typically frequent the local co-op for groceries and other necessities.

VALS Category: ________________

5. Sam frequents the local bakery for an espresso and Bingo game each week. Sam lives in a bachelor condo close by and walks to the bakery to meet his comrades. Sam worked as a laborer his entire life but has now been retired for over 10 years. Sam lives off of government retirement funding, as he has no savings. These cheques cover his rent, food, and medications. Due to his limited funds, Sams spending is quite frugal.

VALS Category: _______________