VALs frameworks
VALs
Segmentation is a concept that refers to a marketing and
consulting tool that enables businesses to develop and execute more effective
marketing strategies. It does this through segmenting feature and current
consumer market place on the basis of general consumer behaviour
VALS
reflects a real-world pattern that explains the relationship between
personality traits and consumer behaviour. VALS not only distinguishes
differences in motivation, it also captures the psychological and material
constraints on consumer behaviour. VALS asserts that people express their
personalities through their behaviours. People with different personalities
engage in different behaviours or exhibit similar behaviours for different
reasons. Consumers buy products and services and seek experiences that fulfil
their characteristic preferences and satisfaction to their lives. An
individual's primary motivation determines what in particular about the self or
the world is the meaningful core that governs his or her activities. According to the VALs framework, consumers are
inspired by one of three primary motivations: ideals, achievement, and
self-expression.
1. Consumers
who are primarily motivated by ideals.
Individuals
motivated by ideals are grounded in knowledge and principle. For some people,
this motivation is manifest in intellectual curiosity a quiet philosophical
searching for others it expresses in an adherence to a personal or social code of
conduct, such as abstract, idealized criteria such as quality, integrity and tradition.
2. Consumers
who are primarily motivated by achievement.
People
who are motivated by achievement strive for a clear social position. They seek
explicit responsibilities and approval from a valued social group. Their focus
is often on collective activities such as those at work and with family, and on
positive evaluation and reward. They base their choices on the expected
reactions, concerns, and desires of people in the group to which they belong or
aspire to belong.
3. Consumers
who are primarily motivated by self-expression.
Individual
motivated by self-expression value action for their impact on the physical
world or the pleasure and excitement associated with them. A vital, emotional
attachment to experience is typical of this primary motivation, as is
resistance to social controls that threaten experimentation and self reliance.
These action oriented consumers make choices that emphasize individuality and
personal challenge[1].
[1]SRI
business intelligence, http://teach.beavton.k12.or.us/~kathryn_robinson/FOV1-0006653A/FOV1-0006668B/VALS%20Framework.pdf
accessed on the 06/05/2011
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