Understanding VALS at a Department

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eBook

References

Store

You are a marketing assistant at a large department store. Your store manager, Gaby, wants to make sure the store stocks products that appeal to every possible segment of the market. You have recently learned about the VALS framework in your college class, and you are looking to explain the eight psychographic groups to Gaby using examples of products already sold in the store. International, cl$$ssifies U$.$S$.$ and Canadian adults age $18$ years of age and older on the basis of their responses to $34$ attitudinal and four demographic questions into eight psychographic groups: Innovators, Thinkers, Believers, Achievers, Strivers, Experiencers, Makers, and Survivors. VALS measures two dimensions: primary motivation and resources. How motivation and resources combine explains why different consumer groups exhibit different behaviors and why different consumer groups often exhibit the same behaviors for different reasons.

Group the appropriate category name by the description of the appropriate VALS group. Use products currently sold at the store as a hint for each category. Move each label to the correct drop zone box.

Labels

$($i$)$

Drop Zones

Innovators $(1/4)$

Believers $(2/4)$