Page 161 - Foundations of Marketing

128 Part 2 | Marketing Research and Target Markets

Figure 5.6 VALS Types and Selected Consumer Preferences

24
Innovators 36
39 Buy food labeled
natural/organic

15 Own a tablet/
Thinkers 25 e-reader
40
Own a dog

8
Believers 9
43

10
Achievers 19
52

4
Strivers 6
44

9
Experiencers 14
41

8
Makers 7
57

4
Survivors 4
38

0 5 10 15 20 25 30 35 40 45 50 55 60
Percent of VALS Types

TM
Source: VALS /GfK MRI, Spring 2012.
To Receive an Accurate VALS Type: By design, the questions are for use by people whose fi rst language is American
English. If you are not a citizen of the United States or Canada, residency should be for enough time to know the culture and
its idioms. If you do not meet these conditions, your VALS type will not be valid.

Behavioristic Variables

Firms can divide a market according to consumer behavior toward a product, which com-
monly involves an aspect of consumers’ product use. For example, a market may be separated
into users—classified as heavy, moderate, or light—and nonusers. To satisfy a specific group,
such as heavy users, marketers may create a distinctive product and price, or initiate special
promotion and distribution activities. Per capita consumption data can help determine differ-
ent levels of usage by product category. To satisfy customers who use a product in a certain
way, some feature—packaging, size, texture, or color—may be designed precisely to make the
product easier to use, safer, or more convenient.

Copyright 2014 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part. Due to electronic rights, some third party content may be suppressed from the eBook and/or eChapter(s).
Editorial review has deemed that any suppressed content does not materially affect the overall learning experience. Cengage Learning reserves the right to remove additional content at any time if subsequent rights restrictions require it.