Why did Arnold Mitchell develop the VALS Framework?
Arnold mitchell actually developed the vals framework to determine different classes of people who had varying values, attitudes and lifestyle. These people were determined by the resources they had at their disposal as well as the amount of primary innovation they could accept or create.
What is an achievement-motivated group in Vals?
In the VALS framework, consumers who are looking for products and services that demonstrate success to their peers or to a peer group they aspire to are called a(n) achievement-motivated group.
How to use the VALS framework to classify consumers?
Thus the vals framework can be used primarily to classify consumers based on their values, attitudes and lifestyle. Once the classification has been done, you know which types of customers you want to target.
What is an example of a vals person?
They have their own individual taste in things and are motivated in achieving the finer things in life. Thinkers – A well educated professional is an excellent example of Thinkers in the vals framework. These are the people who have high resources and are motivated by their knowledge.
What is the class of consumer at the top of the Vals framework?
Innovators – The class of consumer at the top of the vals framework. They are characterized by High income and high resource individuals for whom independence is very important. They have their own individual taste in things and are motivated in achieving the finer things in life.
Why did Arnold Mitchell develop the Vals framework?
Arnold mitchell actually developed the vals framework to determine different classes of people who had varying values, attitudes and lifestyle. These people were determined by the resources they had at their disposal as well as the amount of primary innovation they could accept or create. Thus the people with low resources were low on innovation ...
What is a survivor in Vals?
Survivors – The class of consumers in the Vals framework with the least resources and therefore the least likely to adopt any innovation. As they are not likely to change their course of action regularly, they form into brand loyal customers.
What is Vals in psychology?
Vals – Values attitude lifestyle. Vals which is also known as values attitude and lifestyle is one of the primary ways to perform psychographic segmentation. All three terms are intangible in nature and therefore give an idea of the inert nature of the consumer. If you know what your consumer is thinking, you would know what kind ...
What are the X and Y axis of Vals?
The X axis consisted of primary motivation (explained below) and the Y axis consisted of resources such as income, education, confidence etc. Thus these two factors were determined to be critical to define the values attitude and lifestyle of any consumer.
How many types of consumers did Arnold Mitchell divide into?
After researching above 1500 consumers, Arnold mitchell actually divided consumers into 9 different types based on the amount of resources they had as well as their capacity for primary motivation. These classes of consumers based on their VALS were.
What is the group of consumers who have high resources but also need a mode of self expression called?
Experiencers – The group of consumers who have high resources but also need a mode of self expression are known as Experiencers. Mostly characterized by young adults, it consists of people who want to experience being different.
How to play most likely to?
To play most likely to, read prompts one by one, and ask participants to answer with the name of the player that best fits the description . You can either encourage the group to come to a consensus, or simply share different ideas and explanations.
Why is a game a good activity?
The activity is a great way for group members to get to know each other better. If one of the players is a new hire, then the game can be a quick way to get to know the team. The game is suitable for non-work environments too, such as school or community groups, or with friends or family. The exercise can also spread praise ...