VALS framework : explained with coffee brands Shwetal Kadam
This document presents an overview of the VALS psychographic segmentation model. It describes the nine VALS segments - Actualizers, Thinkers, Achievers, Strivers, Believers, Strugglers, Experiencers, Makers, and Survivors - in terms of their values, attitudes, lifestyles, and consumer behavior patterns. For each segment, examples of product preferences are given to illustrate the types of brands and offerings that would appeal to each group. The VALS model provides a framework to understand consumer motivations and target specific segments with tailored marketing strategies.
VALS is a psychographic segmentation methodology used to understand consumer needs and identify market trends based on values, attitudes, interests, and lifestyles. Originally developed in the 1970s, VALS segments U.S. consumers into 8 groups based on survey responses. The groups include Innovators, Thinkers, Achievers, Experiencers, Believers, Strivers, Makers, and Survivors. Each group is defined by personality traits and purchasing preferences. VALS analysis helps tailor marketing strategies to different demographic segments.
The document describes the VALS model, which segments people into 8 groups based on their resources and motivations. The groups are Innovators, Thinkers, Believers, Achievers, Strivers, Experiencers, Makers, and Survivors. Each group is defined based on whether they have high or low resources and whether they are motivated by ideals, achievement, or self-expression. For example, Innovators have high resources and are motivated by their image and independence.
VALSTM is a marketing tool that segments consumers into eight categories based on their personality traits and resources. It was created in the 1970s and revised in 1989 to focus on enduring personality traits. The eight segments are Innovators, Thinkers, Achievers, Experiencers, Believers, Strivers, Makers, and Survivors. VALSTM helps companies develop marketing strategies by analyzing consumer preferences and purchase behaviors based on psychology and the interplay between personality and resources.
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.
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
The document discusses the VALS framework for segmenting consumers based on their motivation and resources. The framework divides consumers into eight segments: Innovators, Thinkers, Believers, Achievers, Strivers, Experiencers, Makers, and Survivors/Strugglers. Each segment is defined based on their primary motivation (ideals, achievement, or self-expression) and level of resources and innovation. Examples of typical purchases are provided for each segment. The VALS framework aims to understand how consumers' psychology influences their behavior in the marketplace.
want to learn more about Vals and specially about this case, because want to share to another student about this case and loking for some case to make comparison.
VALS framework : explained with coffee brands Shwetal Kadam
This document presents an overview of the VALS psychographic segmentation model. It describes the nine VALS segments - Actualizers, Thinkers, Achievers, Strivers, Believers, Strugglers, Experiencers, Makers, and Survivors - in terms of their values, attitudes, lifestyles, and consumer behavior patterns. For each segment, examples of product preferences are given to illustrate the types of brands and offerings that would appeal to each group. The VALS model provides a framework to understand consumer motivations and target specific segments with tailored marketing strategies.
VALS is a psychographic segmentation methodology used to understand consumer needs and identify market trends based on values, attitudes, interests, and lifestyles. Originally developed in the 1970s, VALS segments U.S. consumers into 8 groups based on survey responses. The groups include Innovators, Thinkers, Achievers, Experiencers, Believers, Strivers, Makers, and Survivors. Each group is defined by personality traits and purchasing preferences. VALS analysis helps tailor marketing strategies to different demographic segments.
The document describes the VALS model, which segments people into 8 groups based on their resources and motivations. The groups are Innovators, Thinkers, Believers, Achievers, Strivers, Experiencers, Makers, and Survivors. Each group is defined based on whether they have high or low resources and whether they are motivated by ideals, achievement, or self-expression. For example, Innovators have high resources and are motivated by their image and independence.
VALSTM is a marketing tool that segments consumers into eight categories based on their personality traits and resources. It was created in the 1970s and revised in 1989 to focus on enduring personality traits. The eight segments are Innovators, Thinkers, Achievers, Experiencers, Believers, Strivers, Makers, and Survivors. VALSTM helps companies develop marketing strategies by analyzing consumer preferences and purchase behaviors based on psychology and the interplay between personality and resources.
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.
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
The document discusses the VALS framework for segmenting consumers based on their motivation and resources. The framework divides consumers into eight segments: Innovators, Thinkers, Believers, Achievers, Strivers, Experiencers, Makers, and Survivors/Strugglers. Each segment is defined based on their primary motivation (ideals, achievement, or self-expression) and level of resources and innovation. Examples of typical purchases are provided for each segment. The VALS framework aims to understand how consumers' psychology influences their behavior in the marketplace.
want to learn more about Vals and specially about this case, because want to share to another student about this case and loking for some case to make comparison.
The document discusses using VALS (Values, Attitudes and Lifestyles) surveys and psychographic profiling to identify 8 types of consumers and target marketing audiences based on their motivations and resources. It also questions whether behaviorographic targeting through social media respects consumer privacy boundaries.
Consumer behavior is influenced by cultural, social, psychological and personal factors. Cultural factors include culture, subcultures, and social class. Social factors include reference groups and family influence. Psychological factors include motivation, perception, learning, beliefs, attitudes, and personality. Personal factors that influence consumer behavior are age, occupation, economic situation, lifestyle, and personality. Marketers must understand how these various factors shape consumer decision making and purchasing behaviors.
The document discusses several key aspects of personality:
1. Personality can be defined as the psychological characteristics that determine how a person responds to their environment. It distinguishes individuals and influences choices.
2. Sigmund Freud believed personality is made up of the id, ego, and superego. The id represents instincts, the superego aims for morality, and the ego balances the two.
3. Traits are enduring ways people differ and are measured empirically to categorize personality characteristics. Traits like innovativeness and dogmatism influence consumer preferences.
Factors Affecting Consumer Behaviour - Product Case StudyHumsi Singh
The presentation gives a clear description of what consumer behaviour is and what all are the factors that affect a consumer. In this presentation, the main focus is on the case study product that is Sofa. We would observe the factors that influence their behaviour in such a case.
Cultural, social, personal, and psychological factors influence consumer behavior regarding clothing purchases. Cultural factors include culture, subculture, and social classes. Social factors are family and reference groups. Personal factors relate to age, economic circumstances, and life stages. Psychological factors consist of unfulfilled needs, attitudes, learning and memories, information processing, and perception of situations. Additional motivating factors are products, services, advertising, price, and distribution channels.
This document discusses how personality influences consumer behavior and attitudes. It begins by defining personality and outlining theories of personality, including Freudian, Neo-Freudian, and trait theories. It then explains how specific personality traits like consumer innovativeness, dogmatism, and need for uniqueness impact consumer responses. The document also covers brand personality, materialism, compulsive consumption, and how products can enhance consumers' self-images. The overall objective is to understand how personality reflects differences in consumers and how marketers can use this knowledge.
Consumer Behaviour (CB) is defined as the behaviours consumers display in searching for, purchasing, using, evaluating and disposing of products and services. CB focuses on how individuals make decisions to spend their resources. It describes two types of consuming entities: personal consumers and organizational consumers. Consumer decision making is influenced by cultural, social, personal and psychological factors. There are several models of consumer decision making including the economic view of rational decision making, a passive view of consumers as influenced by marketers, and a cognitive view of consumers as problem-solving thinkers.
The document discusses the physical, psychological, and social needs that clothing satisfies. Physically, clothing provides protection from weather, environmental dangers, and occupational hazards. Psychologically, clothing provides adornment, which allows for artistic expression and boosts self-esteem, and identification through uniforms and logos. Socially, clothing provides modesty by covering the body appropriately and communicates status and social rank.
This document discusses audience demographics and psychographics that are important for media producers to consider. It explains that letter codes A through E represent different socioeconomic classes or job statuses that can help producers target their media. Demographic C2, representing skilled manual workers, would be a good target for a DIY show. The document also outlines seven common psychographic categories that describe personality traits and behaviors of audience members. Producers can use psychographics to better understand viewing and spending habits of their target audience.
Cultural, ethnic, family, socioeconomic, and individual values all influence human behavior. Cultural backgrounds shape values through religion, history, and lifestyle. Family values have a strong influence, while individual values are shaped by personal experiences, age, education, and other environmental factors. The self-concept includes self-esteem, the ideal self, and the real self, and is influenced by social comparisons to cultural ideals. Products and consumption can help people express or extend their self-concept.
This document discusses the buyer decision process for new products in the hospitality and tourism industry. It outlines 5 stages: 1) need recognition where a problem or need is identified, 2) information search to learn more, 3) evaluation of alternatives, 4) purchase decision, and 5) post-purchase decision where satisfaction or dissatisfaction is determined. It also discusses that individuals differ in adopting innovations, from innovators to laggards, and key factors like relative advantage, compatibility, complexity and divisibility influence adoption rates. Finally, it notes consumer behavior can vary across borders due to differences in values, attitudes and behaviors.
This document discusses consumer motivation and values. It introduces concepts like the marketing concept of fulfilling consumer needs and wants. It describes positive and negative motivation, as well as internal and external motivation. Maslow's hierarchy of needs is explained, categorizing needs from physiological to self-actualization. Freudian and Jungian theories of motivation involving the id, ego and superego are also summarized. Motivation research techniques used by marketers like projective tests and word association tests are briefly outlined. The relationship between consumer motivation and shopping behavior is explored through shopper classifications. Finally, the document defines instrumental and terminal values and discusses the role of culture in shaping values according to Hofstede's cultural dimensions.
The VALS framework developed by Arnold Mitchell in 1978 segments consumers into 8 groups based on their resources and motivations: Innovators, Thinkers, Believers, Achievers, Strivers, Experiencers, Makers, and Survivors. Innovators have the highest incomes and indulge in self-expression, while Survivors have the lowest incomes and focus on necessities within limited means. The groups vary in terms of income, age, interests, values and consumer preferences.
Influence of culture on consumer behavior by jayshah316Jay Shah
The role culture plays in building a sound brand strategy is more important than ever. Think beyond demo and psychographic insights. While those elements still play an important role, savvy brand builders are layering in the measurable impact consumer’s culture has on what brands they support.
The document discusses factors that influence consumer behavior and the consumer buying process. It outlines cultural, social, personal, and psychological factors that shape consumer decisions. These include culture, social class, reference groups, age, personality, and motivations. It also describes the different roles in the buying process, types of buying behavior, and the five stages of the buying decision process: problem recognition, information search, evaluation of alternatives, purchase decision, and post-purchase behavior.
Elite Young Marketers_Phan Phuong Tuong_Grand testJoy Phan
This document outlines a marketing campaign for a new tea ready-to-drink brand targeting young people aged 14-20 in Vietnam. The campaign aims to launch the brand and make it one of the most popular drinks for youngsters. It will focus on Matcha green tea from Japan which is perceived to be of higher quality than traditional Vietnamese teas. The concept is to "Colour Your Drink, Colour Your Life" by mixing Matcha tea with different flavors represented by colors, allowing young people to express themselves and enjoy life freely. The deployment plan includes viral video, social media engagement, sampling at schools and universities, and colorful festival events to spread the brand message and engage young spirits.
Detailed description of VALS model with description and illustrative examples for each segment. VALS,Innovators,Thinkers,Believers,Achievers,Strivers,Experiencers,Makers,Survivors
Consumer behavior involves understanding how social factors influence buying decisions. Social factors include family, reference groups, roles and status in society. Family has a strong influence, with life stages like bachelorhood, marriage and parenthood shaping needs. Reference groups like friends and coworkers are especially influential if they have experience with a product. Role in society and socioeconomic status also impact what products are deemed appropriate purchases. Understanding these social influences is important for marketers.
VALS is a marketing segmentation tool that divides consumers into eight categories based on their motivations and lifestyles: Innovators, Thinkers, Achievers, Experiencers, Believers, Strivers, Makers, and Survivors. It helps companies develop effective strategies by identifying opportunities within each group. The categories are defined by factors like education level, interests, values, activities, and purchasing behaviors. VALS can be used throughout the marketing process, from new product development to communications and advertising.
The document discusses using VALS (Values, Attitudes and Lifestyles) surveys and psychographic profiling to identify 8 types of consumers and target marketing audiences based on their motivations and resources. It also questions whether behaviorographic targeting through social media respects consumer privacy boundaries.
Consumer behavior is influenced by cultural, social, psychological and personal factors. Cultural factors include culture, subcultures, and social class. Social factors include reference groups and family influence. Psychological factors include motivation, perception, learning, beliefs, attitudes, and personality. Personal factors that influence consumer behavior are age, occupation, economic situation, lifestyle, and personality. Marketers must understand how these various factors shape consumer decision making and purchasing behaviors.
The document discusses several key aspects of personality:
1. Personality can be defined as the psychological characteristics that determine how a person responds to their environment. It distinguishes individuals and influences choices.
2. Sigmund Freud believed personality is made up of the id, ego, and superego. The id represents instincts, the superego aims for morality, and the ego balances the two.
3. Traits are enduring ways people differ and are measured empirically to categorize personality characteristics. Traits like innovativeness and dogmatism influence consumer preferences.
Factors Affecting Consumer Behaviour - Product Case StudyHumsi Singh
The presentation gives a clear description of what consumer behaviour is and what all are the factors that affect a consumer. In this presentation, the main focus is on the case study product that is Sofa. We would observe the factors that influence their behaviour in such a case.
Cultural, social, personal, and psychological factors influence consumer behavior regarding clothing purchases. Cultural factors include culture, subculture, and social classes. Social factors are family and reference groups. Personal factors relate to age, economic circumstances, and life stages. Psychological factors consist of unfulfilled needs, attitudes, learning and memories, information processing, and perception of situations. Additional motivating factors are products, services, advertising, price, and distribution channels.
This document discusses how personality influences consumer behavior and attitudes. It begins by defining personality and outlining theories of personality, including Freudian, Neo-Freudian, and trait theories. It then explains how specific personality traits like consumer innovativeness, dogmatism, and need for uniqueness impact consumer responses. The document also covers brand personality, materialism, compulsive consumption, and how products can enhance consumers' self-images. The overall objective is to understand how personality reflects differences in consumers and how marketers can use this knowledge.
Consumer Behaviour (CB) is defined as the behaviours consumers display in searching for, purchasing, using, evaluating and disposing of products and services. CB focuses on how individuals make decisions to spend their resources. It describes two types of consuming entities: personal consumers and organizational consumers. Consumer decision making is influenced by cultural, social, personal and psychological factors. There are several models of consumer decision making including the economic view of rational decision making, a passive view of consumers as influenced by marketers, and a cognitive view of consumers as problem-solving thinkers.
The document discusses the physical, psychological, and social needs that clothing satisfies. Physically, clothing provides protection from weather, environmental dangers, and occupational hazards. Psychologically, clothing provides adornment, which allows for artistic expression and boosts self-esteem, and identification through uniforms and logos. Socially, clothing provides modesty by covering the body appropriately and communicates status and social rank.
This document discusses audience demographics and psychographics that are important for media producers to consider. It explains that letter codes A through E represent different socioeconomic classes or job statuses that can help producers target their media. Demographic C2, representing skilled manual workers, would be a good target for a DIY show. The document also outlines seven common psychographic categories that describe personality traits and behaviors of audience members. Producers can use psychographics to better understand viewing and spending habits of their target audience.
Cultural, ethnic, family, socioeconomic, and individual values all influence human behavior. Cultural backgrounds shape values through religion, history, and lifestyle. Family values have a strong influence, while individual values are shaped by personal experiences, age, education, and other environmental factors. The self-concept includes self-esteem, the ideal self, and the real self, and is influenced by social comparisons to cultural ideals. Products and consumption can help people express or extend their self-concept.
This document discusses the buyer decision process for new products in the hospitality and tourism industry. It outlines 5 stages: 1) need recognition where a problem or need is identified, 2) information search to learn more, 3) evaluation of alternatives, 4) purchase decision, and 5) post-purchase decision where satisfaction or dissatisfaction is determined. It also discusses that individuals differ in adopting innovations, from innovators to laggards, and key factors like relative advantage, compatibility, complexity and divisibility influence adoption rates. Finally, it notes consumer behavior can vary across borders due to differences in values, attitudes and behaviors.
This document discusses consumer motivation and values. It introduces concepts like the marketing concept of fulfilling consumer needs and wants. It describes positive and negative motivation, as well as internal and external motivation. Maslow's hierarchy of needs is explained, categorizing needs from physiological to self-actualization. Freudian and Jungian theories of motivation involving the id, ego and superego are also summarized. Motivation research techniques used by marketers like projective tests and word association tests are briefly outlined. The relationship between consumer motivation and shopping behavior is explored through shopper classifications. Finally, the document defines instrumental and terminal values and discusses the role of culture in shaping values according to Hofstede's cultural dimensions.
The VALS framework developed by Arnold Mitchell in 1978 segments consumers into 8 groups based on their resources and motivations: Innovators, Thinkers, Believers, Achievers, Strivers, Experiencers, Makers, and Survivors. Innovators have the highest incomes and indulge in self-expression, while Survivors have the lowest incomes and focus on necessities within limited means. The groups vary in terms of income, age, interests, values and consumer preferences.
Influence of culture on consumer behavior by jayshah316Jay Shah
The role culture plays in building a sound brand strategy is more important than ever. Think beyond demo and psychographic insights. While those elements still play an important role, savvy brand builders are layering in the measurable impact consumer’s culture has on what brands they support.
The document discusses factors that influence consumer behavior and the consumer buying process. It outlines cultural, social, personal, and psychological factors that shape consumer decisions. These include culture, social class, reference groups, age, personality, and motivations. It also describes the different roles in the buying process, types of buying behavior, and the five stages of the buying decision process: problem recognition, information search, evaluation of alternatives, purchase decision, and post-purchase behavior.
Elite Young Marketers_Phan Phuong Tuong_Grand testJoy Phan
This document outlines a marketing campaign for a new tea ready-to-drink brand targeting young people aged 14-20 in Vietnam. The campaign aims to launch the brand and make it one of the most popular drinks for youngsters. It will focus on Matcha green tea from Japan which is perceived to be of higher quality than traditional Vietnamese teas. The concept is to "Colour Your Drink, Colour Your Life" by mixing Matcha tea with different flavors represented by colors, allowing young people to express themselves and enjoy life freely. The deployment plan includes viral video, social media engagement, sampling at schools and universities, and colorful festival events to spread the brand message and engage young spirits.
Detailed description of VALS model with description and illustrative examples for each segment. VALS,Innovators,Thinkers,Believers,Achievers,Strivers,Experiencers,Makers,Survivors
Consumer behavior involves understanding how social factors influence buying decisions. Social factors include family, reference groups, roles and status in society. Family has a strong influence, with life stages like bachelorhood, marriage and parenthood shaping needs. Reference groups like friends and coworkers are especially influential if they have experience with a product. Role in society and socioeconomic status also impact what products are deemed appropriate purchases. Understanding these social influences is important for marketers.
VALS is a marketing segmentation tool that divides consumers into eight categories based on their motivations and lifestyles: Innovators, Thinkers, Achievers, Experiencers, Believers, Strivers, Makers, and Survivors. It helps companies develop effective strategies by identifying opportunities within each group. The categories are defined by factors like education level, interests, values, activities, and purchasing behaviors. VALS can be used throughout the marketing process, from new product development to communications and advertising.
The document discusses VALS theory, a psychographic market segmentation model developed in 1978. It categorizes consumers into nine types based on their motivations and resources: Innovators, Thinkers, Believers, Achievers, Strivers, Experiencers, Makers, Survivors. It also describes five types of customers - loyal customers, discount customers, impulse customers, need-based customers, and wandering customers. The second part discusses Freudian theory of personality consisting of the id, ego, and superego. It provides examples of how the ego resolves conflicts between the id and superego through defense mechanisms like repression. The last part defines cognitive learning theory, which proposes that observation of others influences knowledge
This document discusses audience research and how it can be conducted. It explains that audience research aims to understand who the target audience is for a media product and how they were addressed. Primary research methods like surveys and questionnaires can be used to gather information about audiences such as demographics (age, gender, income), psychographics (lifestyle and attitudes), and values. Audience segmentation systems help classify audiences into groups. The document provides an example segmentation system and describes its various audience groups. It also discusses how understanding audience values and aspirations can help effectively target different types of consumers.
The document describes VALS (Values, Attitudes and Lifestyles) segments - Believers, Strivers, and Innovators - and their characteristics. Believers have modest resources and are traditional. Strivers seek approval and status. Innovators are wealthy, sophisticated leaders open to new ideas. The document provides examples of how each group's characteristics influence their consumer behavior.
Scanned by CamScannerPart IV Bringing Out the Best i.docxanhlodge
Scanned by CamScanner
Part IV Bringing Out the Best in
Organizations and Yourself
CHAPTER 8 Organizational Skills
8.1 Leadership and Organizational Culture
8.2 Leading an Effective Organizational Communication System
8.3 Ethics and Social Responsibility
8.4 Leadership and Organizational Politics
Chapter Summary
CHAPTER 9 Leading Change
9.1 The Nature of Organizational Change
9.2 Models of Change Processes
9.3 Leadership and the Management of Change
9.4 Additional Challenges
Chapter Summary
CHAPTER 10 Balancing Life as a Leader
10.1 Stress Management
10.2 Time Management
10.3 Work-Life Balance
10.4 Committing to Being a High-Impact Leader and Making a Difference
Chapter Summary
war82476_08_c08_243-284.indd 243 3/3/16 1:16 PM
war82476_08_c08_243-284.indd 244 3/3/16 1:16 PM
8 Organizational Skills
Monkeybusinessimages/iStock/Thinkstock
Learning Objectives
After reading this chapter, you should be able to:
• Integrate leadership activities with organizational effectiveness criteria.
• Recognize the role of organizational culture in achieving success.
• Analyze organizational communication systems and learn how to lead them.
• Understand ethical and socially responsible activities.
• Adjust to and manage organizational politics as needed.
war82476_08_c08_243-284.indd 245 3/3/16 1:16 PM
Section 8.1 Leadership and Organizational Culture
Introduction
Seth Goldman could be described as a “thirsty” man. As a college student, he became frus-
trated with the products available on the market to quench a person’s thirst. Some had too
much sugar, some had too much water, and others had weak flavors. He shared his disillusion
with his professor at the Yale School of Management, Barry Natebuff, in a class discussion
about major soft drink products in 1988.
In 1997, Goldman was playing with different beverage combinations when he became deter-
mined to create a new product ideal for rehydrating and quenching thirst. He reconnected
with Natebuff, who had recently traveled to India and discovered that many bottled tea prod-
ucts were brewed from the dust and fannings left over from whole tea leaves that had been
designated for other uses. The two joined forces and started brewing Honest Tea from whole
leaves.
After a successful start-up sale to Fresh Fields (Whole Foods Market), the company was
launched. A strong, ethically driven culture has always been at the forefront of the firm’s oper-
ation. The mission statement states: “Honest Tea seeks to create and promote great-tasting,
healthier, organic beverages. We strive to grow our business with the same honesty and integ-
rity we use to craft our products, with sustainability and great taste for all.”
The mission represents more than words. The firm has been well known for seeking out sup-
pliers of flavors and other items from impoverished areas, thereby helping low-income farm-
ers, even in remote locations, build thriving businesses. Since .
The document is a student assignment cover page for a marketing course. It provides details about the student such as their name, registration number, learning center, course, semester, subject, assignment set number, and date of submission. It also includes signatures from the learning center coordinator, evaluator, and directorate. The second part of the document contains an assignment question about explaining VALS theory and describing each type of consumer identified in the framework.
The document discusses techniques for categorizing and profiling audiences, including psychographic segmentation. Psychographic segmentation divides audiences based on social class, lifestyle, and personality characteristics. Social class can be defined by occupation, and standard groupings include categories like ABC1, C2DE. Lifestyle segmentation looks at values, beliefs, opinions and interests. Various lifestyle models further segment audiences based on these characteristics. The document gives an example of the VALS framework, which categorizes audiences into nine groups based on resources and motivations, such as Achievers, Strivers, and Survivors. Film audiences can be profiled and targeted using these psychographic techniques.
Marketing applications of reference group, family and cultureAditya Mehta
The document discusses several factors that influence consumer behavior, including reference groups, family and culture. It defines reference groups as individuals or groups that serve as a point of comparison and influence evaluations, aspirations, and behaviors. Reference groups can include family, friends, and celebrities. Family and culture also shape consumer decisions. Culture refers to shared values, norms, and beliefs passed down through generations that impact tastes and preferences. Subcultures within a culture may differ based on attributes like ethnicity, age, religion, and location. Social classes and groups further influence consumer norms and status. Marketers study these factors to understand consumer decision-making.
Your effort level was a 3 out of 5, indicating satisfactory work was completed but more detail was needed. The demographic and socio-economic models were defined along with their main criteria. However, the psychographic profiling model and identifying your own group required more explanation. Overall, some work was completed but could be improved with additional detail.
The document discusses audience research and different ways audiences can be divided and classified. It describes socio-economic classifications, demographic factors like age, gender, and family size, and psychographic profiling based on attitudes, personality, lifestyle, values, interests, and aspirations. It discusses limitations of audience classifications and targeting all audiences with one media.
The document discusses various ways that audiences can be divided and classified for media research purposes. It describes socio-economic classifications, demographic factors like age, gender, and family size, geographic regions, and psychographic profiling based on attitudes, personality traits, values, interests, and aspirations. The limitations of audience classifications are discussed, noting it is difficult to target all audiences with one media format.
Question 4- Who would be the audience for your media product?JessMonksfieldWdf
Soul magazine's target audience is the established middle class and new affluent workers between the ages of 25-45. They typically work in creative, fulfilling jobs like designers, teachers, artists, and performers. Their leisure activities include things like live music, art exhibits, and travel. They have an interest in fashion, music, and living an alternative lifestyle outside of cultural norms. Soul's content focuses on topics that appeal to this demographic's preferences and interests.
UNDERSTANDING DIVERSITY FOUNDATION ON SPECIAL EDUCATION.pptxMaryRoseFraga
This document discusses diversity and understanding it. It defines diversity as the ways people are alike and different, including along dimensions like race, gender, orientation, beliefs and more. It says diversity is explored in a safe, positive way and is about understanding and celebrating differences. It then describes the Diversity Wheel model which shows the complexity of diversity filters through which people process information. It outlines the four layers model of diversity including personality, internal dimensions like physical traits, external dimensions like career, and organizational dimensions like workplace culture. The model aims to help understand how diversity impacts individuals and organizations.
UNDERSTANDING DIVERSITY FOUNDATION ON SPECIAL EDUCATION.pptxMaryRoseFraga
This document discusses diversity and understanding it. It defines diversity as the ways people are alike and different, including along dimensions like race, gender, orientation, beliefs and more. It says diversity is explored in a safe, positive way and is about understanding and celebrating each other's differences. It then describes the Diversity Wheel model which shows the complexity of diversity and how it impacts assumptions and behaviors. The rest describes the 4 Layers Model of diversity - personality, internal dimensions, external dimensions, and organizational dimensions - and how they shape and impact individuals and organizations.
This document discusses audience research methods for media producers. It defines audiences as groups that receive and make sense of media texts. Producers must understand their target audiences. Common research methods include demographics, which categorizes people by occupation; psychographics, which examines personality traits and behaviors; and research organizations that provide industry data. Psychographic models segment audiences based on needs and interests, like Maslow's Hierarchy of Needs. Effective audience research combines both primary sources like surveys and secondary sources from various media to gain audience insights.
The document discusses market segmentation and targeting. It describes different ways to segment consumer and business markets, including by geography, demographics, psychographics, and behavior. Effective segmentation requires segments to be measurable, substantial, accessible, differentiable, and actionable. Companies should evaluate market segments based on factors like industry competition, substitutes, supplier and buyer power, and barriers to entry to identify the most attractive targets.
Similar to Values and Life Style(Brand Loyalty) (20)
Cult brands create extremely loyal customers who feel a strong emotional connection to the brand and will not consider other brands. Cult brands fulfill higher psychological needs for their customers and become an important part of their identity and social groups. They develop deep communities and prioritize customer feedback to continuously serve existing loyal fans. Some characteristics of cult brands include promoting self-expression, daring innovation, celebrating lifestyles, being inclusive, and empowering customers.
Hyundai Motor Group entered the Korean credit card market in 1999 as Hyundai M Card. HyundaiCard utilized various marketing strategies to become the top player in the competitive Korean credit card industry, including customer segmentation based on lifestyle and launching various card types. However, the Korean credit card market experienced overheating in the late 2000s due to rapid expansion and loosened issuing standards, which led to high late payments and losses for HyundaiCard. To maintain its position, HyundaiCard will need to develop new value-added services and expand internationally.
Tanishq is India's largest jewellery brand, launched in 1995 by Titan. It initially struggled, making losses from 1995-1998. By introducing innovations like a karat meter to test purity and professional retail stores, Tanishq transformed the industry. It implemented strategies like standardized pricing, frequent design changes, and linking to gold price indexes. These changes helped Tanishq become the largest overseas jewellery chain in the US by 2001 and transform the Indian jewellery market. Going forward, Tanishq aims to focus on customers, ethics, IT investments, and global branding to further boost sales.
The document provides background information on Jyske Bank, a Danish bank formed through mergers in 1967. In the mid-1990s, Jyske Bank was recognized as a differentiated but unremarkable bank. However, by 2003 it had established itself as having the highest customer satisfaction through changes to its competitive positioning. It implemented strategies like assigning customers to bankers, improving facilities, reducing processes, and empowering employees to better meet customer needs and deliver a superior service experience.
ACC Limited is India's largest cement manufacturer, established in 1936. It was among the first companies in India to commit to environmental protection. ACC is now part of the global Holcim Group. Key demand drivers for ACC's cement are infrastructure development, growth in commercial and industrial sectors, and increased housing demand due to population and income growth. The document discusses ACC's corporate governance, liquidity and solvency ratios, profitability ratios, efficiency ratios, and stock price history. It concludes that ACC cement has a strong brand image and reputation for quality but must continue innovating to maintain competitive advantage.
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How to Setup Warehouse & Location in Odoo 17 InventoryCeline George
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An import error occurs when a program fails to import a module or library, disrupting its execution. In languages like Python, this issue arises when the specified module cannot be found or accessed, hindering the program's functionality. Resolving import errors is crucial for maintaining smooth software operation and uninterrupted development processes.
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LAND USE LAND COVER AND NDVI OF MIRZAPUR DISTRICT, UPRAHUL
This Dissertation explores the particular circumstances of Mirzapur, a region located in the
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The complex relationship between human activities and the environment has been the focus
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significant role in maintaining the ecological equilibrium of our planet.Land serves as the foundation for all human activities and provides the necessary materials for
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The utilization of land is impacted by human needs and environmental factors. In countries
like India, rapid population growth and the emphasis on extensive resource exploitation can lead
to significant land degradation, adversely affecting the region's land cover.
Therefore, human intervention has significantly influenced land use patterns over many
centuries, evolving its structure over time and space. In the present era, these changes have
accelerated due to factors such as agriculture and urbanization. Information regarding land use and
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providing crucial environmental data for scientific, resource management, policy purposes, and
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Accurate understanding of land use and cover is imperative for the development planning
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changes, conversion trends, and other related patterns. The spatial dimensions of land use and
cover support policymakers and scientists in making well-informed decisions, as alterations in
these patterns indicate shifts in economic and social conditions. Monitoring such changes with the
help of Advanced technologies like Remote Sensing and Geographic Information Systems is
crucial for coordinated efforts across different administrative levels. Advanced technologies like
Remote Sensing and Geographic Information Systems
9
Changes in vegetation cover refer to variations in the distribution, composition, and overall
structure of plant communities across different temporal and spatial scales. These changes can
occur natural.
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3. High growth in Indian newspaper industry due to opportunities not only in
the territories of the players, but also in those of the competitors.
Thousands of crores were spent by players to invade each other’s territories,
making understanding reader preference as the only way to survive.
People correspond to their beliefs to which they identify themselves, while
looking for a newspaper.
Defining reader profile helps in designing better marketing strategies, hence a
study of VALUE AND LIFESTLYES (VALS) is essential.
4. VALS views people on the basis of their attitudes, needs, wants, beliefs
and demographics.
This program was created by SRI International in 1978.
VALS uses psychology for customer segmentation which has led to a
creation of link between personality traits and purchase behaviour of
consumers.
It helps distinguish differences in motivation and also captures the
psychological and material constraints on consumer behaviour.
Individuals may have common characteristics such a age, sex,
geographic location, etc. but their psychographic structure varies, hence
psychographic segmentation comes into play.
Psychographic segmentation helps in pin pointing the most receptive
audiences for the company’s messages.
5. Brand loyalty is another important aspect. Customers don’t change
brands for extra benefits or attributes of the competitors. Brand loyalists
are less price sensitive and this is reflected in the brand equity.
Players must make good use of customer lifetime value because all the
difference is made by the consumers perception. Brand loyalty is the
result of positive attitudes and perceived values. For example; a Harley
Davidson rider bearing a Harley tattoo on his arm.
Consumers tend to link emotions and values in consumption
experiences. Values are one of the most powerful explanations of
influences on Consumer Behaviour.
VALS helps in understanding reasons behind consumer choice and the
motivations that stimulate Consumer Behaviour.
6. Newspapers shape the nation and it holds true for India as well.
Even before India got independence, newspapers played a major role in
spreading the issue of independence.
Today, India has over 300 big newspapers, besides hundreds of medium
and small-sized ones. And the number is increasing almost everyday as
existing newspapers bring out new editions apart from new players joining
the bandwagon.
There was a time when select group of newspapers were ruling a particular
region and they all were self-contained and did not wish to foray into other
regions.
For example, Hindustan Times was confined to Delhi region, The Hindu
in Chennai region, while Anandabazar Patrika was confined in West
Bengal and Bhaskar in Gujarat and so on.
7. But lately, the scenario has completely changed; for example, the Times of
India added a number of new editions . The Indian Express group
launched its Marathi daily ‘Loksatta’ in Bangalore and Hyderabad.
Regional newspapers like Dainik Jagran , Dainik Bhaskar , Rajasthan
Patrika, Amar Ujala, etc have also started spreading their hold over B
class cities.
Business newspapers have also branched into new editions in newer
territories. The Times Group has launched a Gujarati language edition of
The Economic Times.
Another popular way seen to enter into other territories quickly has been
by acquisitions, like Times of India group acquired Bangalore-based
publishing house, Vijayanand Printers to tap the southern market.
Top newspapers in India are now opting for high-speed web presses like
that of Goss, MAN Roland, Mitsubishi and mailroom systems from Ferag
and Muller Martini.
8. THE HINDU
The Hindu started in 1878 as a weekly and became a daily in 1989.
According to the Indian Readership Survey in 2011, it is the third most
widely read English newspaper in India with a readership of 2.0 million people.
It is printed in twelve centers namely Chennai , Coimbatore , Bangalore ,
New Delhi , Hyderabad ,etc…
The Hindu also publishes Business Line, Front Line and Sport Star .
It had also published many books like The Survey of Indian
Industry 2012 , Sachin-Tribute To A Legend etc.
9. The Times Of India
The Times of India was launched in Bombay in 1838.
It is owned by Benett,Coleman & Co. Ltd.
It is the largest newspaper in the country with a strong national presence.
It is India’s most widely circulated English daily and the group’s mega-brand.
The Times of India is rated amongst the world’s six best newspapers and has a
daily circulation level of more than a million copy.
It is published from Mumbai,Delhi,Bangalore,Ahmedabad,Lucknow and
Patna.
The group also publishes Economic Times,Femina,
NavbharatTimes,Filmfare,Sandhya Times,andTimes FM.
10. THE NEW INDIAN EXPRESS
The New Indian Express is an Indian English language braodsheet daily
newspaper published by the Express publications and based in Chennai.
It is printed in fourteen centers.
It has a major presence in the four southern states of Tamil
Nadu,Karnataka,Andhra Pradesh,Kerala and also Orissa.
The group also publishes newspaper Dinamani in Tamil and Kannada
Prabha in Kannada, and also magazines ,Cinema Express in Tamil,
Malayalam Vaarika in Malayalam and Tamil Express in Tamil.
At present it’s the only national daily which publishes news of far-flung
Andaman and Nicobar Islands on an everyday basis.
11. VALS is a marketing and consulting tool that helps businesses worldwide
develop and execute more effective strategies.
The system identifies current and future opportunities by segmenting the
consumer marketplace on the basis of the personality traits that drive consumer
behaviour.
VALS uses psychology to segment people according to their distinct
personality traits.
12. VALS segments
VALS™ places consumers into
one of eight segments based on
their responses to the VALS
questionnaire. The main
dimensions of the segmentation
framework are primary
motivation (the horizontal
dimension) and resources (the
vertical dimension).
13. VALS segments VALS types description
Innovators (formerly Actualizers)
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.
Innovators are very active consumers, and their
purchases reflect cultivated tastes for upscale,
niche products and services.
Image is important to Innovators, not as evidence
of status or power but as an expression of their
taste, independence, and personality. Innovators
are among the established and emerging leaders
in business and government, yet they continue to
seek challenges. Their lives are characterized by
variety. Their possessions and recreation reflect a
cultivated taste for the finer things in life.
14. VALS segments VALS types description
Thinkers (formerly Fulfilleds)
Thinkers are motivated by ideals. They are
mature, satisfied, comfortable , and reflective
people who 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
and are alert to opportunities to broaden
their knowledge.
Thinkers have a moderate respect for the
status quo institutions of authority and social
decorum, but are open to consider new ideas.
Although their incomes allow them many
choices, Thinkers are conservative, practical
consumers; they look for durability,
functionality, and value in the products they
buy.
15. VALS segments VALS types description
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. Many Believers
express moral codes that are deeply rooted and
literally interpreted. 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.
16. VALS segments VALS types description
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.
With many wants and needs, Achievers are active
in the consumer marketplace. Image is important
to Achievers; they favor established, prestige
products and services that demonstrate success to
their peers. Because of their busy lives, they are
often interested in a variety of time-saving
devices.
17. VALS segments VALS types description
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, who don't have enough of it to meet
their desires. They favor stylish products that
emulate the purchases of people with greater
material wealth. Many see themselves as
having a job rather than a career, and a lack of
skills and focus often prevents them from
moving ahead.
Strivers are active consumers because
shopping is both a social activity and an
opportunity to demonstrate to peers their
ability to buy. As consumers, they are as
impulsive as their financial circumstance will
allow.
18. VALS segments VALS types description
Experiencers
Experiencers are motivated by self-expression.
As young, enthusiastic, and impulsive
consumers, Experiencers quickly become
enthusiastic about new possibilities but are
equally quick to cool. They seek variety and
excitement, savoring the new, the offbeat, and
the risky. Their energy finds an outlet in
exercise, sports, outdoor recreation, and social
activities.
Experiencers are avid consumers and spend a
comparatively high proportion of their income
on fashion, entertainment, and socializing.
Their purchases reflect the emphasis they
place on looking good and having "cool" stuff.
19. VALS segments VALS types description
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 business. 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.
20. VALS segments VALS types description
Survivors (formerly Strugglers)
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.
Because they must focus on meeting needs
rather than fulfilling desires, Survivors do not
show a strong primary motivation.
Survivors are cautious consumers. They
represent a very modest market for most
products and services. They are loyal to
favorite brands, especially if they can
purchase them at a discount.
21.
22. Highly reliable and credible source.
Unbiased news presentation.
Enhancing their language fluency.
Wide coverage of news.
More entertaining and lots of pictures.
High print quality.
Recommend to their friends.
23. Psychographic profile of customers.
Building brand Image.
Characteristics of VALS segments.
Believers are strong loyal customers.
24.
25.
26. Strategies
The following framework suggests four types of market
dominance strategies :
Market Leader
Market Challenger
Market Follower
Market Nicher
27. The market leader is dominant in its industry.
They should defend their market share by retaining their
existing customers.
Market Leader should have strong customer base of
Thinkers and Believers.
The Times of India is the world’s largest selling newspaper
according to The Audit Bureau of Circulations.
They have a very strong base of Strivers(45%).
They have to target Believers and Thinkers to increase their
loyalty base.
28. A market challenger is a firm in a strong , but not dominant
position .
It typically targets the industry leader.
The Hindu is the 3rd largest selling English daily.
Innovators are the strongest base of The Hindu(40%).
Strivers are the most vulnerable segment to be targeted by
The Hindu.
Strivers are impulsive, easily bored and are fashion victim.
The Hindu may come out with supplements with
entertainment,colorful pictures and stories about the latest
trends in fashions along with retaining the strong base of
Innovators.
29. A Market follower is a firm in a strong , but not dominant
position .
They can follow 2 options:
To strengthen the loyalty of existing customer base by
delivering the core benefits to their segment.
Expanding their customer base by targeting Brand
Switchers.
The New Indian Express have strong loyalty base of
Believers(35%).
They can tap the potentials among the Strivers and
Strugglers.
30. In this strategy the firm concentrates on a select few target
markets. It is also called a Focus Strategy.
The niche should be large enough to be profitable, but small
enough to be ignored by the major industry players.
Makers and Achievers are the segment to be tapped.
Newspapers with political alignment may target the
Achievers.
31. The strategy followed by Times of India in Chennai to
capture the market is unique.
This study is examining various VALS segments and their
impact on brand loyalty particularly in the context of major
English newspapers.
Further they can possibly include extension to different
Brands and Regions according to geo-demographic factors .
Similarly, the relationship between lifestyles and preference
for Regional Vs English Newspaper can also be focused on.