VALS CONSUMER PROFILES

Eiffel Tower

Innovators
have abundant resources and high self-esteem, successful, sophisticated consumers, who have taste for upscale, innovative, and specialized goods and services.  Concerned about image as an expression of self, but not as an expression of status or power.

Thinkers
well-educated consumers who value order, knowledge, and responsibility.  Conservative consumers who look for practicality, durability, functionality, and value.

Achievers
focused and structured around family, a place of worship, and career.  Are conventional, conservative, and respect authority and the status quo.  Very active consumers who desire established, prestigious products and services that demonstrate their success.  Value products that can save them time and effort.

Experiencers
Young, enthusiastic, and impulsive consumers who are motivated by self-expression.  Emphasize variety, excitement, the offbeat, and the risky.  Experiencers enjoy looking good and buying “cool” products.
Example products: Fashion, Entertainment, sports/exercise, outdoor recreation, and social activities

Believers
Are conservative, conventional consumers who hold steadfast beliefs based on traditional values related to family, religion, community, and patriotism.  Follow established routines centered on family, community, or organizational membership.  Prefer familiar and well-known American Brands and tend to be very loyal customers.

Strivers
Motivated by achievement, yet they lack the resources to meet all their devices.  Strivers are trendy, fun loving, and concerned with the opinions and approval of others.  See shopping as a social activity and an opportunity to demonstrate their purchasing power up to the limits imposed by their financial situations.

Makers
Motivated by self-expression.  Engaging in many do-it-yourself activities such as repairing their own cars, building houses, or growing and canning their own vegetables.  Practical consumers who value self-sufficiency and have the skills to back it up.  Also unimpressed by material possessions, new ideas, or big business.  They live traditional lives and prefer to buy basic items.

Survivors
Narrowly focused lives and have few resources with which to cope.  Primarily concerned with safety, security and meeting need rather fulfilling wants.  Survivors are cautious consumers who represent a fairly small market for most products.  Loyal to favorite brands.  Marketers will discover that buying firms have unique and varying characteristics.  In addition to the types of business markets, firms can also segment business buyers with respect to the following.

  • Type of organization-different and specific marketing programs, such as product modifications, different distribution, and delivery structures, or different selling strategies.
  • Organizational characteristics-vary based on their size, geographic location, or product usage.  Large buyers often command price discounts and structural relationships that are appropriate for their volume of purchases.  Buyers in different parts of the country may have varying product requirements, specifications, or distribution arrangements.
  • Benefits sought or buying processes: some business buyers seek only the lowest cost provider, whereas others require extensive product support and service.  Some business buys using online auctions or even highly informal processes.
  • Personal and Psychological Characteristics: The personal characteristics of the buyers themselves often play a role in segmentation decisions.  Buyers vary according to risk tolerance, buying influence, job responsibilities, and decision styles.
  • Relationship intensity-strength and longevity of the relationship with the firm.  Other members of the selling organization may be involved in business development strategies to seek out new customers.

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