Values and Lifestyles (VALS)/ Dr. T.C. Johnston

The purpose of this assignment is to (1) introduce you to the World-Wide Web, if necessary, and (2) illustrate the concept of market segmentation.  SRI is a consulting firm that has a market segmentation product called VALS2.  VALS stands for “Values and Life Styles.”  The VALS2 software places people into groups according to similar psychographic characteristics.  These characteristics are correlated with purchase behavior, and thereby can show which market segment is a good target for a firm’s product or service.

Your assignment is to visit the SRI Web site, fill out a VALS2 survey form, and see what market segment that you are identified with.  You can find additional information on VALS2 and psychographic segmentation in your text.

1.  Establish an active link to the World-Wide Web with a Web browser.  Go to the SRI page: www.future.sri.com.

2.  At the SRI site, find the “VALS2 Survey” page: www.future.sri.com/VALS/VALSindex.shtml.  Complete the survey.  The SRI computer will reply with the primary and secondary segments with which you are identified.  NOTE:  You only have two chances per computer to fill out this survey.  After this SRI will lock you out of the survey.  Be careful and do it right the first time!

Write your segments here:

a.  Primary segment __________________                  b.  Secondary segment __________________

3.  What things do you agree with, regarding your predicted behavior?

4.  What things do you disagree with, regarding your predicted behavior?

5.  What are the 8 segments of U.S. consumers described in the VALS 2 model?  What are two dimensions or variables that are used to classify people into these segments?

6.  How can marketers use the information provided by the VALS model?