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Unit 5: Designing a Customer-driven Strategy .......

3. Activities and interests that cover behaviours with respect to activities other than Notes
occupation to which consumers devote time and effort, such as hobbies, interests,
social service etc.
4. Demographics that relates to gender, age, education, occupation, income, family
size and geographic location etc.

5. Media preferences – which specific media the consumers prefer and use.
6. Usage rates that relate to measurements of consumption level within a particular
product category and is generally recorded as heavy, medium, light or non-user.

VALS (Values and Lifestyles)

Stanford Research Institute (SRI) developed a popular approach to psychographics segmentation
called VALS (Values and Lifestyles). This approach segmented consumers according to their
values and lifestyles in USA. Figure 5.1 depicts the VALS framework.

Figure 5.1: Current Values and Lifestyle (VALS) Framework

Innovators

High Resources
Primary Motivations High Innovation
Ideals Achievement Self-expression

Thinkers Achievers Experiences

Believers Strivers Makers

Low Resources
Low Innovation
Survivors

According to the present classification schemer (Figure 5.1), VALS has two dimensions. The first
dimension, primary motivations, determines the type of goals that individuals will pursue and
refers to pattern of attitudes and activities that help individuals reinforce, sustain or modify
their social self-image. This is a fundamental human need. The second dimension, resources,
reflects the ability of individuals to pursue their dominant motivations that includes the full
range of physical, psychological, demographic and material means such as self-confidence,

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