Page 128 - DMGT507_SALES AND PROMOTIONS MANAGEMENT

Sales and Promotions Management

Notes
Figure 7.1: Current Framework of Values and Lifestyle (VALS)

Innovators
Primary High Resources
Motivations High Innovation
Ideals Achievement Self-Expression

Thinkers Achievers Experiencers

Believers Strivers Makers

Low Resources
Low Innovation
Survivors

Source: www.future.sri.com
Thinkers (formerly fulfilled): Thinkers distinctive feature is that they adopt a rational approach
to decision-making. Thinkers are motivated by ideals and exhibit behaviour according to the
views of how the world is or should be. They are mature in their outlook, satisfied, comfortable,
are well-educated, reflective people who value order, knowledge, and responsibility. They like
their home and family, are satisfied with their careers, and enjoy their leisure activities at home.
They are open-minded about new ideas and accept social change. As consumers, they are
conservative and practical. They purchase products for their durability, functionality, and value.

Believers: Both, thinkers and believers are motivated by ideals. They are not well-educated and
the moral code of conduct is deeply rooted in their psyche and is inflexible. Believers are
conservative, conventional and have deep beliefs based on tradition, family, religion, and
community. Their routines are established and largely influenced by home, family, religion,
and social organisation. Their behaviour as consumers is predictable and conservative. Their
income is modest but enough to meet their needs.

Achievers: They are motivated by the desire for achievement and make choices based on a desire
to enhance their position, or to facilitate their move to another group's membership for which
they aspire. They have goal-oriented life-styles and a deep commitment to career and family.
They are more resourceful and active. Achievers are inclined to seek recognition and self-
identity through achievement at work and in their personal lives. They have high economic and
social status and patronise prestige products and services and time-saving devices that exhibit
success to their peers. They value consensus, predictability, and stability over risk, and intimacy.
Strivers: They are trendy and fun-loving and are motivated by achievement. They are dependent
on others to indicate what they should be and do. They believe money represents success and
never seem to have enough of it. Their self-definition is based on approval and opinion of others

122 LOVELY PROFESSIONAL UNIVERSITY