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    Vals Types of Buyers

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    hana hans
    VALS is a marketing tool that segments consumers into eight personality types based on their motivations, attitudes, and lifestyles: Innovators, Thinkers, Believers, Achievers, Strivers, Experiencers, Makers, and Survivors. Each type has distinct characteristics that drive their consumer behavior, such as Innovators being future-oriented and receptive to new ideas, while Survivors are cautious, risk-averse, and prefer routine. VALS helps companies develop more effective marketing strategies by understanding what motivates each consumer segment.

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    Vals Types of Buyers

    Uploaded by

    hana hans
    56 views14 pages
    VALS is a marketing tool that segments consumers into eight personality types based on their motivations, attitudes, and lifestyles: Innovators, Thinkers, Believers, Achievers, Strivers, Experiencers, Makers, and Survivors. Each type has distinct characteristics that drive their consumer behavior, such as Innovators being future-oriented and receptive to new ideas, while Survivors are cautious, risk-averse, and prefer routine. VALS helps companies develop more effective marketing strategies by understanding what motivates each consumer segment.

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    VALS TYPES OF BUYERS

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    VALS is a marketing tool that segments consumers into eight personality types based on their motivations, attitudes, and lifestyles: Innovators, Thinkers, Believers, Achievers, Strivers, Experiencers, Makers, and Survivors. Each type has distinct characteristics that drive their consumer behavior, such as Innovators being future-oriented and receptive to new ideas, while Survivors are cautious, risk-averse, and prefer routine. VALS helps companies develop more effective marketing strategies by understanding what motivates each consumer segment.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    56 views14 pages

    Vals Types of Buyers

    Uploaded by

    hana hans
    VALS is a marketing tool that segments consumers into eight personality types based on their motivations, attitudes, and lifestyles: Innovators, Thinkers, Believers, Achievers, Strivers, Experiencers, Makers, and Survivors. Each type has distinct characteristics that drive their consumer behavior, such as Innovators being future-oriented and receptive to new ideas, while Survivors are cautious, risk-averse, and prefer routine. VALS helps companies develop more effective marketing strategies by understanding what motivates each consumer segment.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 14

    VALS TYPES OF BUYERS

    by Hanna Bocharova
    What is VALS?

    VALS is a marketing and consulting tool that helps businesses worldwide


    develop and execute more effective strategies.

    The system identifies current and future opportunities by segmenting the


    consumer marketplace on the basis of the personality traits that drive
    consumer behavior.

    VALS applies in all phases of the marketing process, from new-product


    development and entry-stage targeting to communications strategy and
    advertising.
     VALS segments Description
    INNOVATORS
    High resource
    Primary motivation High innovation

    THINKERS ACHIEVERS EXPERIENCERS

    BELIEVERS STRIVERS MAKERS

    Low resource
    Low innovation
    SURVIVORS
    VALS types –
    Innovators
    • Аlways taking in information
    • Сonfident to experiment
    • Make the highest number of financial transactions
    • Are skeptical about advertising
    • Have international exposure
    • Are future oriented
    • Are self-directed consumers
    • Believe science and R&D are credible
    • Are most receptive to new ideas and technologies
    • Enjoy the challenge of problem solving
    • Have the widest variety of interests and activities.
    VALS types –
    Thinkers
    •"ought" and "should" benchmarks for social conduct
    •Have a tendency toward analysis paralysis
    •Plan, research, and consider before they act
    •Enjoy a historical perspective
    •Are financially established
    •Are not influenced by what's hot
    •Use technology in functional ways
    •Prefer traditional intellectual pursuits
    •Buy proven products.
    VALS types –
    Believers
    •Believe in basic rights and wrongs to lead a good life
    •Rely on spirituality and faith to provide inspiration
    •Want friendly communities
    •Watch TV and read romance novels to find an escape
    •Want to know where things stand; have no tolerance
    for ambiguity
    •Are not looking to change society
    •Find advertising a legitimate source of information
    •Value constancy and stability (can appear to be loyal)
    •Have strong me-too fashion attitudes.
    VALS types –
    Achievers
    •Have a "me first, my family first" attitude
    •Believe money is the source of authority
    •Are committed to family and job
    •Are fully scheduled
    •Are goal oriented
    •Are hardworking
    •Are moderate
    •Act as anchors of the status quo
    •Are peer conscious
    •Are private
    •Are professional
    •Value technology that provides a productivity boost.
    VALS types –
    Strivers
    •Have revolving employment; high temporary
    unemployment
    •Use video and video games as a form of fantasy
    •Are fun loving
    •Are imitative
    •Rely heavily on public transportation
    •Are the center of low-status street culture
    •Desire to better their lives but have difficulty in
    realizing their desire
    •Wear their wealth.
    VALS types - Experiencers

    •Want everything
    •Are first in and first out of trend adoption
    •Go against the current mainstream
    •Are up on the latest fashions
    •Love physical activity (are sensation seeking)
    •See themselves as very sociable
    •Believe that friends are extremely important
    •Are spontaneous
    •Have a heightened sense of visual stimulation.
    VALS types –
    Makers

    •Are distrustful of government stereotypes


    •Have a strong interest in all things automotive
    •Have strong outdoor interests (hunting and fishing)
    •Believe in sharp gender roles
    •Want to protect what they perceive to be theirs
    •See themselves as straightforward; appear to
    others as anti-intellectual
    •Want to own land.
    VALS types -
    Survivors
    •Are cautious and risk averse
    •Are the oldest consumers
    •Are thrifty
    •Are not concerned about appearing traditional or
    trendy
    •Take comfort in routine, familiar people, and places
    •Are heavy TV viewers
    •Are loyal to brands and products
    •Spend most of their time alone
    •Are the least likely use the internet
    •Are the most likely to have a landline-only household.
    Key characteristics

    INNOVATORS THINKERS ACHIEVERS EXPERIENCERS

    Take charge Informed Goal oriented Trend setting


    Future oriented Analysis paralysis Committed to family/job Impulsive
    New technologies Not trend followers Value stability Variety seeking

    SURVIVORS BELIEVERS STRIVERS MAKERS

    Nostalgic Literal Contemporary Responsible


    Cautious Loyal Imitative Practical
    Constrained Moralistic Style conscious Self-sufficient
    To remember
    VALS People buy products, services and seek experiences that fulfill their
    characteristic preferences and give shape, substance and satisfaction to their
    lives.

    • VALS Evolved to explain the connection between psychology and consumer


    behavior

    • VALS measures the persons ability to express himself/herself in the market


    place
    Thank you for your attention!

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