Kodjo Assiobo MKT 360 VALS (Values and lifestyles) 1. Vals which is also known as values attitude and lifestyle is one of the primary ways to perform psychographic segmentation. It seeks to explain why and how consumers make purchase decision.Thus, to know what consumers are thinking, is a key to reach them by developing promotions activities or communications that would attract them. So by determining consumers vals, in other words their values and lifestyle then, it is possible to know what consumers are thinking. It is vital in marketing to realize that understanding consumers is a critical parameter. “Understanding customers is critical to marketing. VALS™ strengthens demographic characterizations by explaining the deeper psychological drivers of consumer behavior”. 2. My VALS™ type is experiencer/ achiever. My primary VALS™ type is Experiencer, and my secondary type is Achiever. I truly believe that all characteristics of my Vals describe me accurately. Some of these characteristics are “This class of consumers is filled up with early adopters who spend heavily on food, clothing and other youthful products and services. The achievers are said to be high resource consumers but at the same time, if any brand is rising, they are more likely to adopt that brand faster.” 3. Likert scale was used in the survey. 4. Marketers could use geovals to find customers or target potential customers through the proportion of the eight VALS segments across all residential zip codes.
