VALS Segmentation ProfilesActualizers

Achievers

Strivers

ExperiencersFulfilleds

Believers Makers

Strugglers

Action orientedPrinciple oriented Status oriented

Low resources

High resources

Principle oriented ConsumersGuided in their choices by abstract, idealized criteria, rather than by feelings, events, or desire for approval and opinions of others

Status oriented ConsumersLook for products & services that demonstrate the consumers’ success to their peers

Action oriented ConsumersGuided by a desire for social or physical activity, variety & risk taking

Orientation

Consumer Segments by VALS

Actualizers : Successful, sophisticated, active, “take charge” people with esteem and abundant resources. Interested in growth & seek to develop, explore, & express themselves in a variety of ways. Image is important to them, they seek challenges and have a wide range of interests

Fulfilleds : Mature, satisfied, comfortable, reflective people who value order, knowledge & responsibility. Content with career & family, their leisure activities tend to center around home. Are conservative, practical consumers, look for durability, functionality & value in the products they buy

Consumer Segments by VALS

Achievers: Successful career & work oriented people who like to feel in control of their lives. They value consensus, predictability, stability over risk, intimacy & self discovery.They favour established, prestige products & services that demonstrate success to their peers.

Experiencers : Young, vital, enthusiastic, impulsive & rebellious. Seek variety & excitement, savouring the new, the offbeat & the risky. Their energy finds an outlet in exercise, sports, outdoor recreation & social activities. Avid consumers who spend much of their money on clothing, fast food, music, movies & video

Consumer Segments by VALS

Believers : Conservative, conventional people with concrete beliefs based on traditional established codes. Believers are conservative & predictable favouring established brands. Their income education, & energy are modest but enough to meet their needs

Strivers : Seek motivation, self definition & approval from the world around them. Strive to find a secure place in life. They are unsure of themselves & low on economic, social & psychological resources. Money defines success for them. Are impulsive & easily bored. They seek to be stylish & emulate those who own more impressive possessions

Consumer Segments by VALS

Makers : Practical people who have constructive skills & value self sufficiency. They live within the context of family, work & physical recreation. They are unimpressed with material possessions other than those with a practical or functional purpose

Strugglers :Their lives are constricted. Chronically poor, ill educated, low skilled, without strong social bonds, resigned & passive. Their chief concerns are for security & safety. Are cautious consumers, represent a very modest market for products & services, but are loyal to favourite brands

VALS – status check

• Helps – Identify the TA– Uncover what the TA buys & does– Identify how best to communicate with them– Gain insight into why the TA acts the way it does

• A demographic indicator designed by the Market Research Society of India to reflect purchase behaviour.

• It is based on 2 parameters - Education and Occupation of the Chief Wage Earner of the Household.

• The SEC of the HH determines the SEC of the family members.

• SEC A1+ is one category which also has an income filter (Rs 10,000 + per month).

SEC By Education By Occupation

A1 Grad & Post Grads B/I/SEP/Officer &Execs (General & Professional)(Sr & Mdl)

A2 Grad & Post Grads Shop ownrs, Sup Level,(Professional) Officers & Execs (Jr Lvl)

B1B2 SSC+ < Grad Skld wrkrs, Ptty Trdrs, Clrk,Slsmn

CSchooling 5-9 yrs Skld wrkrs, Ptty Trdrs, Clrk,Slsmn

D Schooling upto 4 yrs Skld/Un skld, Ptty Trdrs, Clrks,Slsmn

E Illiterate Skld/Un skld, Ptty Trdrs,

• A demographic indicator designed by the Market Research Users Council

• It is based on 2 parameters - Education of the Chief Wage Earner of the Household and the Type of House

• The SEC of the HH determines the SEC of the family members.

SEC By Education By Type of House

R1 Some College but not Grad., PuccaGrads & Post Grads

R2 SSC/HSC Semi Pucca

R3 No formal school, Semi PuccaSchooling upto 9th Std

R4 Illiterate Kuchha

Urban & Rural Classification

According to the Census of India 2001, the following criteria were adopted for treating a place as urban :1. All statutory towns, i.e., all places with a municipality, corporation, cantonment board or notified town area committee, etc.

2. All other places which satisfied the following criteria :- A minimum population of 5000- At least 75% of the male working population engaged in non- agricultural

pursuits, and- A density of population of atleast 400 per sq km

Contd..Contd..

Urban & Rural Classification

3. Apart from these, the outgrowths of cities and towns have also been treated as urban.

All areas not identified as Urban, are classified as Rural

Household - A person living alone or a group of persons staying together & sharing food from the same kitchen

CWE - The member of the family who makes highest contribution to the HH income

MHI - The sum of income of all members of the family

Housewife - The female or the male member of the HH who is chiefly responsible for HH tasks and decides what should be purchased for the HH, for products such as soaps/toothpastes, etc.

Literate - A person who can with understanding do both - read & write in any one language. It is however not necessary that he should have received formal education in a school.

Avg issue - The estimated no. of people who have Readers read any issue of the publication within a specified time interval which is equal to the periodicity of the publication.

Eg.A person would be counted in the average issue readership of outlook if he/she has read outlook in the last one week

Claimed Readership :

No. of people who claim to have read a publication with a frequency greater than zero

• Basically, a peoplemeter is an electronic device placed inside/outside a television set and it constantly measures viewership of channels and programmes on the TV set.

• It is far more accurate as compared to the Diary-based system where people had to actually sit and fill in a diary.

• Gives data at a constant level - minute to minute

• The only limiting factor is that the sample sizes in India as of now are small because of financial constraints.