Consumer Behavior and

Marketing Research

VALS
1
Submitted By:-

Name Enrollment No.

Anwar Ansari 168360592003
Bharti Chavda 168360592013
Himanshi Lakhwani 168360592035
Ishwar Mali 168360592038
Parwaaz Hamdulay 168360592043

2
 VALS FRAMEWORK

• 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
marketplaceon the basis of the personality traits that
drive consumer behaviour.
• VALS applies in all phases of the marketing process,
from new-product development and entry-stage
targeting to communications strategy and
advertising.
3
 Why VALS is needed ?
• VALS reflects a real-world pattern that explains the
relationship between personality traits and consumer
behavior.
• VALS uses psychology to analyze the dynamics underlying
consumer preferences and choices. VALS not only
distinguishes differences in motivation, it also captures
the psychological and material constraints on consumer
behavior.
• VALS is based on current personality research into
specific components of social behavior. VALS asserts that
people express their personalities through their
behaviors. People with different personalities engage in
different behaviors or exhibit similar behaviors for
different reasons. 4
VALS FRAMEWORK

5
 INNOVATORS
 Abundant resources and search for updated products
 change leaders, receptive to new ideas and technologies
 tastes for upscale, niche products and services
 Select products which are premium in class and reflects their
persona.

 Cluwak: Rarest hence costliest coffee in the world.

 Rare in its category, unique.

6
 THINKERS

 These consumers are the high-resource group

 Motivated by ideals.
 They are mature, responsible, well-educated professionals
 They have high incomes but are practical consumers and
rational decision makers.

E.g.
Nescafe espresso
Old, classic, intense,
rich

7
 BELIEVERS

 Believers are like thinkers,

 Motivated by ideals.
 They are conservative, conventional
 They follow established routines.
 As consumers, believers are predictable

e.g Bru Instant

Conventional
Easily available
Low resources, part of most
of routines

8
 ACHIEVERS
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 smooth.

9
 STRIVERS
Strivers are trendy and fun loving.
Because they are motivated by
achievement, Strivers are
concerned about the opinions and
approval of others. They favor
stylish products that emulate the
purchases of people with greater
material wealth. A lack of skills and
focus often prevents them from
moving ahead.
CCD
“champions are not born they are baked”

“more coffee more conversation”

10
 EXPERIENCERS

• Experiencers are motivated by self-expression. Young,

enthusiastic and impulsive consumers. They quickly
become enthusiastic about new possibilities but are
equally quick to cool down.
• Like the new, offbeat and risky but admire wealth, power
and fame, follow fashion and fads.
Starbucks Kenya
Big and juicy with complex layers of black currant, fresh
blackberry and even tart grapefruit. It's a refreshing, delicious
cup like no other. Kenya has a sparkling crispness that makes it
refreshing to drink—especially with ice.

11
 MAKERS
• 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. Makers are
practical people who value self-sufficiency. They live within
a traditional context of family.
• They are unimpressed by material possessions other than
those with a practical use because they prefer value to
luxury, they buy basic products.
Nescafe Cappuccino:
Frothy and fabulous, when you want an indulge-treat coffee
shop creaminess in your kitchen.

12
 SURVIVORS

Survivors have limited interests and activities with prime

concerns are safety and security. They are conservative and
traditional and trust advertising, watch TV often, read tabloids
and women’s magazines.

BRU Roast & Ground

Make those moments of happiness even more special with BRU's
carefully selected and freshly roasted coffee beans that offer a great
cup of aromatic filter coffee.

13
14