In-class exercise #0 VALS Segmentation

VALS Segmentation

Question#1

What are psychographics? In what way are they useful for advertisers and marketers?

 Psychographics captures aspects of consumer’s psychological make-up and lifestyles including their attitudes, values and motivation. They are useful for advertisers and marketers because they relate to buying behavior in a particular product category.

Question#2  

Select your brand and match it into one of the eight-lifestyle segments.

 Ray-ban, strivers.

Question #3

Please use the key words of the textbook or the slides.  Paraphrase as possible as you can. write one paragraph (100 words)

 

The brand we chose can be divided into groups of people who have similar characteristics. For instance, Ray-ban segments people by their gender, and their personality.  The brand we chose targets teenagers, and the young adults. Our brand matches all the lifestyle categories like the activities, interests and opinions of the target customers and relates it to the customers in some way. Ray-ban can be categorized for strivers because its consumers favor stylish products that emulate the purchases of people with greater material wealth. Moreover, the brand we chose shows how it is for trendy and fun loving people who are motivated by achievements.

Question #4

Which VALS type (of the eight types) do you think best matches your lifestyle? (Individual). Please offer a brief answer (NO more than 30 words)

- Asma thinks that Strivers are suitable for her lifestlye, because she thinks the things she buys should be trendy and loving, and people around her should find it pleasant.

- I, Mirna claim that I belong to the achievers group, because I have goal oriented lifestyle, and a desire for achievements and also have commitment to my family.

- Lina also thinks that she is a striver, as it is suitable to her lifestyle, since it is what is important nowadays in life and she is motivated by achievements.

- Reem thinks that she is a thinker, because she likes to be satisfied in what she needs to buy. Also, she thinks that being satisfied in the things you buy is important.

- Bedoor thinks she is a thinker also, because being satisfied in what you buy shows your personality and reflects it.