Consumer Behaviour 2015 -Rajesh Satpathy

Lifestyle Profiles of the Social Class

Values and Lifestyle Segments (VALS)

Survivors (Strugglers): These are poor people, struggling forexistence. Education is low, low skilled, without strong socialbonds. They are despairing and, have a low status in society.Their chief concern is to fulfill their primary needs ofphysiological security and safety needs. They represent amodest market and are loyal to their favorite brands.

Makers: They are in the action-oriented category. They haveconstruction skills and value self sufficiency. Makers experiencethe work by working on it. They are people engaged inconstruction work and work with their hands and in theindustry. They are politically conservative, suspicious of newideas, they buy stuff which helps them in achieving theirpurpose. They buy tools, pick up trucks and, all that helps themin practical work.

Lifestyle Profiles of the Social Class

Strivers: They are a status-oriented category, but have a lowincome as they are striving to find a secure place in life. They arelow in economic, social and psychological resources. They areconcerned about the opinion of others. They see success withmoney. They like to be stylish. They wish to be upwardly mobileand strive for more.

Believers: They are in the principle-oriented category. They areconservative, conventional people, with their needs, strongfaiths, and beliefs. Have modest resources sufficient to meettheir needs. They are conservative and predictable and useestablished brands.

Lifestyle Profiles of the Social Class

Experiencers: They are action oriented, young, vital,enthusiastic, impulsive and rebellious. They have enoughresources and experiment in new ventures. They indulge inexercise, sports, outdoor recreation and social activities. Theyare avid consumers and spend much on entertainment,clothing, food, music, videos, movies, etc. This pattern ofbehavior changes, as they are enthusiastic to new ideas.

Achievers: They are also placed high in the Maslow’s hierarchyof needs and are career and work oriented. They make theirdreams come true. They are workaholics. Work provides themwith a sense of duty, material rewards and prestige. They liveconventional lives, authority and image is important to them.They also favor established products and show their successaround.

Lifestyle Profiles of the Social Class

Lifestyle Segmentation

A further break-up of these Groups:

1. Survivors: They are disadvantaged people, who are poor,depressed and withdrawn. Their purchases are price dominant,and they like to buy products which are economical and suittheir pocket. They are not very knowledgeable.

2. Sustainers: They are motivated by brand names. They look forguarantee and are impulse buyers.

3. Belongers: They buy products which are popular. They arecareful and brand loyal shoppers. They are people who areconventional, conservative, and un-experimental.

Lifestyle Profiles of the Social Class

4. Emulators: They are status conscious and upwardly mobile. Theyemulate others and buy products to impress other people. Theyhave high aspirations in life.

5. Achievers: They buy top of the line products. They are brandconscious and loyal. They are leaders and make things happen.They want to enjoy a good life.

6. I am Me: These people are typically young, self engrossed andgiven to whims or fanciful. They go after FAD’s and do not mindtaking the lead.

Lifestyle Profiles of the Social Class

7. Experimental: These people pursue a rich inner life and want todirectly experience what life has to offer.

8. Socially conscious people: They are simple persons; who readlabels carefully and seek information. They want to improveconditions in society.

9. Integrated: These are fully matured people and constitute thebest of outer and inner directed.

Lifestyle Profiles of the Social Class

Thinkers (Fulfilled): As the name suggests, they are satisfied andmature people who are well educated, value order, knowledgeand responsibility. They are practical consumers andconservative. They look for products which are durable, havevalue and function properly. They are well informed about theworld, and are ready to increase their knowledge. Prefer leisureat home.

Innovators (Actualizers): They have abundant resources and aresophisticated in their taste and habits. They are active, and havehigh self-esteem. They develop, explore and express themselvesin a variety of ways. They have taste and are leaders in business,and in government. They have wide interests and are concernedwith social issues and are open to change.

Lifestyle Profiles of the Social Class

Ad focuses on appealing

to Innovators: Cartier Watches

While designing a marketing strategy, a company can employ aconcentrated marketing strategy or a differentiated marketingstrategy or even a counter-segmentation strategy, depending onthe need and requirements.

Lifestyle marketing is being used extensively these days fordeveloping new products, positioning new products and,creating new product opportunity.

Lifestyle research helps in selecting media, formulating mediaand promotional strategies, and improving retail performance.

Lifestyle Profiles of the Social Class

Thank You!!