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.

2.  IT’S A RESEARCH METHODOLOGY USED FOR
PSYCOGRAPHIC MARKET SEGMENTATION.
 Its used for understanding the needs of the
consumers & to identify the current and future
trends of market based on
Values
Attitudes
Interest
life style

3.  The original VALS system was built by consumer
futurist Arnold Mitchell in 1970s.
 It was created to explain U.S changing values &
lifestyles. Conducted survey.
 VALS place U.S adult consumers into 8 segments
based on their responses to the questionnaire.

4.  INNOVATORS
successful, sophisticated, high self-esteem
active consumers.
They always welcome new ideas and technologies in
their life
prefer: BMW, LUXURY WATCHES etc
 THINKERS
Mature, satisfied, comfortable & reflective people.
Well educated, collect information from various
sources based on this they take decisions.
Eg : branded shoes, reowned books.

5.  ACHIEVERS
motivated by desire for achievement.
Goal oriented lifestyles and deep commitment to
career & family.
prefer ; ipad, low calorie beers
 EXPERIENCERS
Young, enthusiatic & impulsive consumers. They
want variety and excitement, always takes risk.
Intersted in exercise, sports & social activities.
Prefer: designer jeans, sports wear etc

6.  BELIEVERS
Conservative, conventional people with beliefs
based on family, religion, community &nation.
follow established routines & they belong to
social, religious, family organisations.
prefer : trusted brands like Bata, Boots etc
 STRIVERS
Trendy & fun loving people .Concerned about
opinions & approvals of others. They concentrate
on job for making money rather than career.
prefer:lottery tickets , share market etc

7.  MAKERS
They are practical people & live with traditional
context of family, have little interest in what lies
outside.
concerned more about building house, children
education, buying a car etc. prefer : air coolers,
note books etc
 SURVIVORS
Narrowly focused people. They believe that
world is changing very quickly & are concerned
only about safety & security . prefer :
medicines, milk etc

8.  VALS is different from different people.
Person with high income would probably choose
high class restaurants, wearing branded cloths,
luxurious cars etc
Middleclass income group would more worried
to spend money & concentrate only on savings.

9. THANK YOU