Question

1. Explain the theory behind the creation of VALS.

Answer 1

VALS or Values, Attitude, and Lifestyles.

It is a research methodology that was by Arnold Mitchell and his colleague at SRI international in 1978. He was a social scientist and consumer futurist. This method was made to measure the psychographic market segmentation of the consumers.

Market segmentation is a very important tool that is used by businesses to divide the various consumer groups in the market into a particular segment based on the similar characteristics.

The buying habit of consumers differs according to their taste, preference, attitude, lifestyle, values, needs, interest, and more. And this also varies from segment to segment.

VALS segmenting technique divided the consumers into 8 segments namely, Innovators, Achievers, Experiencers, Believers, Strivers, Makers, and Survivers. This segmentation is done according to the psychographics of the consumer. It also used two concepts to understand these segments better i.e. primary motivation or need and resources with the consumer.

Through this, it could be known by the companies what motivates or influences the consumer to make the purchasing decision. The companies can then better position and market their product or services.

Mitchell tried to explain the American's changing values and lifestyle and their view on the purchasing decision.