VALS MODELS
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VALS
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Values and Life Style(Brand Loyalty)
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Vals
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Vals
The document discusses the VALS segmentation tool which segments consumers based on personality traits that influence behaviors and consumer choices. VALS identifies 8 consumer segments defined by their primary motivation and available resources which shape how they express themselves. Each segment is described in terms of their personality, lifestyle, and purchasing behaviors.
EL SISTEMA VALS
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Segmentación Psicográfica - Presentación
El documento presenta los resultados de una segmentación psicográfica de 4 personajes (Tony Stark, Wolverine, Storm X-man, Peter Parker) basada en sus respuestas a 11 preguntas. Storm X-man obtuvo el mayor número de coincidencias en sus respuestas, por lo que fue clasificado como el perfil principal. Se describen los rasgos, intereses y actividades típicas de cada uno.
Segmentación
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The document discusses theories of consumer attitude formation and change. It describes attitudes as learned predispositions to behave favorably or unfavorably towards an object. It presents models of attitude structure, including the tricomponent model dividing attitudes into cognitive, affective, and conative components. Multi-attribute models examine how attitudes are composed of beliefs about an object's attributes. The theory of reasoned action includes subjective norms. Strategies for changing attitudes include associating products with groups, resolving conflicts, and altering attribute beliefs. Attribution theory examines how people explain events and how that affects attitudes.
Consumer Attitude Formation and change
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MASLOWS’ NEED HIERARCHY OF MOTIVATION
Abraham Maslow's hierarchy of needs theory proposes that people are motivated to fulfill basic needs before moving on to other needs. The hierarchy consists of physiological needs, safety needs, love and belonging needs, esteem needs, and self-actualization needs. Physiological needs are basic survival needs like food and water. Safety needs include security and stability. Once these are met, people seek love, friendship, and sense of belonging. Esteem and self-respect needs then motivate people. Finally, self-actualization involves fulfilling one's full potential. The theory assumes lower needs must be met before progressing to higher needs, though some criticisms note the order may not always apply rigidly.
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This is the theory revision I created for my A2 Media group a couple of years ago. There is some general narrative theory, Media theory Laura Mulvey etc and Racial Representation theory, Stuart Hall, Paul Gilroy, bell hooks etc. This was based on Media and Collective Identity focusing on the representation of black culture in British Film and American Music Videos.
Market segmentation PPT
Market segmentation involves dividing a target market into subgroups with distinct needs, characteristics, or behaviors. It allows companies to target specific marketing strategies at select customer groups. The key benefits are increased marketing effectiveness, greater customer satisfaction, and cost savings. Common bases for segmenting consumer markets include geographic, demographic, psychographic, and behavioral factors. While segmentation provides focus, its limitations include increased costs when targeting multiple segments and potential issues from narrowly defining segments.
Maslow’s Theory of Hierarchy of Needs
Maslow's hierarchy of needs proposes that human motivation is based on fulfilling basic needs in a hierarchical order. Physiological needs like food, water, sleep must be met first before safety, love, esteem and self-actualization needs. The theory suggests that lower level needs must be satisfied before higher level needs can be pursued. Maslow's work focused on understanding positive human development and potential rather than mental illness. His hierarchy of needs is still widely used in marketing and management to understand what drives human behavior and decision making.
16 cb vals 2015
The document describes various lifestyle profiles and social classes. It discusses 9 VALS (Values and Lifestyle Segments) categories: Survivors, Makers, Strivers, Believers, Experiencers, Achievers, Thinkers, and Innovators. It provides descriptions of each group's characteristics, values, concerns, and purchasing behaviors. For example, it states that Survivors have low education and income and prioritize necessities, while Innovators have abundant resources and pursue new experiences. The document also breaks the groups into 9 further lifestyle segments based on attributes like status-consciousness, brand loyalty, and rebelliousness. It concludes by discussing how lifestyle marketing can be used to develop products and target
Chapter 4. segmentation, targeting, positioning
This document discusses market segmentation, targeting, and positioning. It defines market segmentation as dividing a market into subgroups of customers with similar needs or characteristics. Effective segmentation requires segments to be measurable, accessible, substantial, and responsive to different marketing mixes. Common bases for segmentation include geographic, demographic, psychographic, behavioral, and benefit factors. Targeting involves selecting specific segments to focus on based on factors like segment size, growth, and attractiveness. Positioning develops a specific marketing mix to influence customers' perceptions of a brand relative to competitors. It identifies attribute, benefit, user, and competitor bases for positioning. The document also discusses differentiation, market coverage strategies, and repositioning.
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