The acronym VALS, (for "Values, Attitudes and Lifestyles") is a psychographic segmentation. It was developed in 1970s and inaugurated in 1978 by Mitchell at SRI International. VALS™ places U.S. adult 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). The VALS approach is derived from a theoratical base in Maslow's work (1954). It has since been reworked to enhance its ability to predict consumer behavior. Segmentation research based on VALS is a product of SRI Consulting Business Intelligence.
According to the VALS Framework, groups of people are arranged in a rectangle and are based on two dimensions. 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. The horizontal dimension represents primary motivations and includes three distinct types:
Consumers driven by knowledge and principles are motivated primary by ideals. These consumers include groups called Thinkers and Believers. Consumers driven by demonstrating success to their peers are motivated primarily by achievement. These consumers include groups referred to as Achievers and Strivers. Consumers driven by a desire for social or physical activity, variety, and risk taking are motivated primarily by self-expression. These consumers include the groups known as Experiencers and Makers. At the top of the rectangle are the Innovators, who have such high resources that they could have any of the three primary motivations. At the bottom of the rectangle are the Survivors, who live complacently and within their means without a strong primary motivation of the types listed above. The VALS Framework gives more details about each of the eight groups.
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It can be used by the marketing manager to increase it sale volume..
The Vals was created in 2005.
Sjösala vals was created in 1941.
Annorstädes Vals was created in 1965.
L. Donoghue has written: 'Quality and its relevance to marketing'
Vals is a nickname for Valentine, which is for males. For females, vals is a nickname for Valerie. VALS can also be the company that orginated in the 1970s designed to help companies sell their products better.
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The population of Vals-les-Bains is 3,737.
Vals-le-Chastel's population is 50.
The population of Mérens-les-Vals is 186.