VALS Segmentation Model in Consumer Behaviour. Vals Model in Consumer Behaviour. The Eight Segments of the VALS Model. Marketing Model of VALS, Vals 2 model, and also Vals Audience Segmentation Model.
VALS Segmentation Model
VALS Segmentation Model refers to the VALS 2 model that segments people into eight categories based on their lifestyles, psychological characteristics, and consumption patterns. Therefore, people term it as the Vals audience segmentation model in consumer behaviour. The VALS is the acronym of Values, Attitudes, and Lifestyles also psychographic factors.
However, demographic and geographic psychographic segmentation is the most significant market segmentation technique to divide people into identical subgroups.
In 1978, the research institute of Stanford established Maslow’s hierarchy of needs to develop a VALS (Values and Lifestyles) typology to categorise American consumers. In 1989, they created a quietly modified system that considers individuals’ lifestyles, psychological characteristics, also consumption patterns.
Another name of the VALS Segmentation Model is the VALS 2 Model. VALS Segmentation Model divides people into eight categories: survivors, makers, strivers, believers, experiencers, achievers, thinkers, and innovators.
8 Segmentations of the VALS 2 Model are:
The Eight Categories of people of the VALS Segmentation Model are survivors, makers, strivers, believers, experiencers, achievers, thinkers, and innovators.
1. Survivors/ Strugglers
Firstly, Survivors or strugglers are financially needy people. They are poor, low-skilled, ill-educated, without strong social bonds, elderly and passive in contrast to innovators. They avoid risk because of feeling powerless. It seems like their prime motive to meet safety and security demands.
For example, a student is a surviver.
Makers are practical people with strong traditional values, constructive skills, self-sufficiency, and enough income. They live within a conventional context of family, practical work, and also physical recreation. Makers are suspicious of new ideas, politically conservative, and respectful of government authority but resentful government intrusion on individual rights.
For example, a religious leader has traditional values.
Strivers are attracted to others who exhibit qualities that they don’t have but that they admire. They inquire about motivation and self-definition. They expect to achieve goals through wealth and often feel that life has dealt them a bad hand because of the less money. Strivers feel easily bored because they are very impulsive.
For example, an unemployed person is looking for a job after completing graduation.
Believers belong to a very conservative and profoundly moral mentality similar to makers. They seem like makers because of having conservative and traditional values. They follow established routines organised by the family, social and religious organisations. Their income, education, and energy are enough to meet demands.
For example, an adult person retired from government service.
Experiencers are very young, energetic, enthusiastic, impulsive, and rebellious people. They seek a variety of excitements but are politically uncommitted and highly ambivalent about what they believe. They like to be associated with outdoor activities, sports, recreational, and social activities.
For example, a teenager is an experiencer.
Actually, achievers are work-oriented successful people. They like to feel in control of their lives. They are also deeply committed to work and keep promises to family, society, and career. Achievers respect authority because they prefer to keeping the promise but politically conservative.
For example, an employed person is an achiever.
7. Thinkers/ Fulfilled
Thinkers are enough adult and mature, well-educated, professional people with satisfying income. They stay current with international and national events and are often tended to increase knowledge. They usually calm and self-assured because they depend on their decisions.
For example, a successful business is a thinker.
8. Innovators/ Actualizers
Finally, Innovators are highly successful people with self-esteem and considerable resources in contrast to strugglers. Innovators are supervised by both their principle and by the dreams around them. They want to be a leader in government and business because of having enormous power and social consciousness.
For example, a political leader is an innovator who can change society with power.
VALS segmentation model has become a viral strategy for target audience segmentation for political campaigns and marketing publicity on social media such as Facebook, Instagram, Twitter, YouTube, etc.