Vals framework

What Is VALS?

At the bottom of the rectangle are the Survivors, who live complacently and within their means without a strong primary motivation of the types listed above. They are mature, responsible, well-educated professionals. This can be a difficult question to answer. The third category is for inner-directed customers.

They seek variety and excitement, savoring the new, the offbeat, and the risky. They favor stylish products that emulate the purchases of people with greater material wealth.

The VALS2 program has two dimensions. Their social lives reflect this focus and are structured around family, their place of worship, and work.


This is a fundamental human need. Image is important to them as an expression of taste, independenceand character. Lower resources and are less likely to accept innovation on their own Achiever: Each of these groups has a different motivation to buy your product.

Want self expression but are limited by the number of resources they have Survivor: These customers make purchases based on need. They are mature, satisfied, comfortable, and reflective people who value order, knowledge, and responsibility.

VALS Consumer Types

VALS2 places less emphasis on activities and interests and more on a psychological base to tap relatively enduring attitudes and values. Least resources and therefore the least likely to adopt any innovation VALS Framework helps the marketers in the following areas: In social gatherings, malls, in store promotions.

Experiencers are motivated by self-expression. What to offer to them that appeals them: Samsung Galaxy Tab Thus the vals framework can be used primarily to classify consumers based on their values, attitudes and lifestyle. The first dimension, Self-orientation, determines the type of goals and behaviours that individuals will pursue, and refers to patterns of attitudes and activities which help individuals reinforce, sustain, or modify their social self-image.

Style is extremely important to them as they strive to emulate people they admire. They have modest incomes.

US Framework and VALS™ Types

With many wants and needs, Achievers are active in the consumer marketplace. At the top of the rectangle are the Innovatorswho have such high resources that they could have any of the three primary motivations.

Many Strivers see themselves as having a job rather than a career, and a lack of skills and focus often prevents them from moving ahead.Sign in now to see your channels and recommendations! Sign in. Watch Queue Queue.

Tailor your marketing to your target customer by using VALS. VALS, or Values, Attitudes and Lifestyles, is a framework for understanding what motivates your customer based on psychological and sociological factors rather than demographics. Psychographic Targeting Segments Learn with flashcards, games, and more — for free.

Oct 07,  · The term & framework are coined and designed by Social scientist and futurist Arnold mitchell. Arnold mitchell actually developed the vals framework to determine different classes of people who had varying values, attitudes and lifestyle.

The US Framework, a graphic representation of VALS, illustrates the eight types and two critical concepts for understanding consumers: primary motivation and resources.

The combination of motivations and resources determines how a person will express himself or herself in the marketplace as a consumer. VALS Framework and Segments Innovators Thinkers Believers Achievers Strivers Experiencers Makers Survivors 6.

Innovators Innovators are successful, sophisticated, take-charge people with high self-esteem. Because they have such abundant resources, they exhibit all three primary motivations in varying degrees.

They are change leaders .

Vals framework
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