VALS – Value Attitude Life Style.pptVIP

VALS – Value Attitude Life Style ISEG MBA 2007 – Marketing * 08 de Novembro de 2007 Alain Miranda Augusto Reis Jorge Ramos Rui Cardoso ISEG MBA 2007 – Marketing 1 VALS concept 2 VALS segments 3 VALS types 4 VALS test 5 VALS application ISEG MBA 2007 – Marketing 1 VALS concept 2 VALS segments 3 VALS types 4 VALS test 5 VALS application ISEG MBA 2007 – Marketing What is VALS Why is needed 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 marketplace on the basis of the personality traits that drive consumer behavior. VALS applies in all phases of the marketing process, from new-product development and entry-stage targeting to communications strategy and advertising.The basic tenet of VALS is that people express their personalities through their behaviors. VALS specifically defines consumer segments on the basis of those personality traits that affect behavior in the marketplace. Rather than looking at what people do and segregating people with like activities, VALS uses psychology to segment people according to their distinct personality traits. The personality traits are the motivation—the cause. Buying behavior becomes the effect—the observable, external behavior prompted by an internal driver 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 reas