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Value,Attitude & Life Styles
- 1. BBA 3 (Consumer Behavior)– Xavier’s
- 2. Model of Buyer Behavior Marketing and Other Stimuli Marketing Product Price Place Promotion Other Economic Technological Political Cultural Buyer’s Black Box Buyer Characteristics Buyer Decision Process Buyer Responses Product Choice Brand Choice Dealer Choice Purchase Timing Purchase Amount
- 3. High Resources Principle Oriented Status Oriented High Innovation Action Oriented AchieversAchievers Innovators / ActualizersInnovators / Actualizers Survivors / StrugglersSurvivors / Strugglers StriversStrivers Thinkers / FulfilledsThinkers / Fulfilleds BelieversBelievers ExperiencersExperiencers MakersMakers Values, Attitudes and Life-Styles (VALS) Low Resources Low Innovation
- 4. The main dimensions of the VALS framework are: Primary motivation (the horizontal dimension) Resources (the vertical dimension). The vertical dimension segments people based on the degree to which they are innovative and have resources such as income, education, self-confidence, intelligence, leadership skills, and energy.
- 5. VALS Framework and Segments Innovators / Aactualizers Thinkers Believers Achievers Strivers Experiencers Makers Survivors / Strugglers
- 7. Innovators Innovators are successful, sophisticated, take-charge people with high self-esteem. Because they have such abundant resources, they exhibit all three primary motivations in varying degrees. They are change leaders and are the most receptive to new ideas and technologies. Image is important to Innovators, not as evidence of status or power but as an expression of their taste, independence, and personality. Their lives are characterized by variety. Their possessions and recreation reflect a cultivated taste for the finer things in life.
- 9. Thinkers • These consumers are the high-resource group of those who are motivated by ideals. They are mature, responsible, well-educated professionals. • Their leisure activities center on their homes, but they are well informed about what goes on in the world and are open to new ideas and social change. • They have high incomes but are practical consumers and rational decision makers.
- 10. • Thinkers are motivated by ideals and value order, knowledge, and responsibility. • They tend to be well educated and actively seek out information in the decision-making process. They are well informed about world and national events. • They have a moderate respect for the status-quo institutions of authority and social decorum, but are open to consider new ideas. Thinkers are conservative, practical consumers; they look for durability and functionality.
- 11. Thinker Buys Branded Shoes Renowned Books
- 12. Believers Like Thinkers, Believers are motivated by ideals. •They are conservative, conventional people with concrete beliefs based on traditional, established codes: family, religion, community and the nation. •They follow established routines, organized in large part around home, family, community and social or religious organizations to which they belong. •As consumers, Believers are predictable; they choose familiar products and established brands. They favor American products and are generally loyal customers.
- 13. Believer Buys Mercury Local TV News Old and trusted Brands like Bata, Rin etc.
- 14. Achievers • Motivated by the desire for achievement, Achievers have goal-oriented lifestyles and a deep commitment to career and family. • Their social lives reflect this focus and are structured around family, their place of worship and work. • Achievers live conventional lives, are politically conservative and respect authority and the status quo. • They value consensus, predictability and stability over risk, intimacy and self-discovery.
- 15. Achiever Buys Honda Low-Calorie Domestic Beer i–pad etc.
- 16. Strivers Strivers are trendy and fun loving. Because they are motivated by achievement, Strivers are concerned about the opinions and approval of others. Money defines success for Strivers. Narrow interests Easily bored Somewhat isolated Look to peer group for motivation and approval Unconcerned about health and nutrition Politically apathetic Image conscious Spend on clothing and personal care products Prefer TV to Reading
- 18. Experiencers Experiencers are motivated by self-expression. Young, enthusiastic and impulsive consumers. Experiencers quickly become enthusiastic about new possibilities but are equally quick to cool down. Like the new, offbeat and risky Like exercise, socializing, sports and outdoors Concerned about image Un-conforming, but admire wealth, power and fame Politically apathetic Follow fashion and fads Spend much of disposable income on socializing Buys on impulse Attend to advertising Listens to Rock Music
- 19. Experiencer Buys Designer Jeans Electric Guitar Branded and Stylish Sportswear
- 20. Makers Like Experiencers, Makers are motivated by self- expression. They express themselves and experience the world by working on it—building a house, raising children, fixing a car, or canning vegetables—and have enough skill and energy to carry out their projects successfully. Makers are practical people who have constructive skills and value self-sufficiency. They live within a traditional context of family, practical work and physical recreation and have little interest in what lies outside that context. Makers are suspicious of new ideas and large institutions such as big businesses.
- 21. Makers (contd.) They are respectful of government authority and organized labor but resentful of government intrusion on individual rights. They are unimpressed by material possessions other than those with a practical or functional purpose. Because they prefer value to luxury, they buy basic products.
- 22. Maker Buys Comfortable Chair , Cushion Air Coolers Basic Shirts ( Non luxury) Filmfare Magazine Budweiser Beer NASCAR
- 23. Survivors Limited interests and activities Prime concerns are safety and security Burdened with health problems Conservative and traditional Rely on organized religion Brand loyal Use coupons and look out for sales Trust advertising Watch TV often Read tabloids and women's magazines
- 24. Survivors (Contd) VERY LOW ON Ideals/Achievement/Self-Expression VERY LOW on resources and innovation Survivors live narrowly focused lives. With few resources with which to cope, they often believe that the world is changing too quickly. They are comfortable with the familiar and are primarily concerned with safety and security.
- 25. Survivor Buys Medicines Milk and Bread Sodex Ho Coupons Femina
- 26. Remember VALS People buy products, services and seek experiences that fulfill their characteristic preferences and give shape, substance and satisfaction to their lives. •VALS Evolved to explain the relationship between psychology and consumer behavior. •VALS measures the person's ability to express himself/herself in the market place. •VALS uses proprietary psychometric techniques to measure concepts that researchers have proved empirically to correlate with consumer behavior.
- 27. DHANYAWAD