A hardware store has decided to use the VALS segmentation system to target consumers. The store is particularly interested in reaching people who are characterized by the VALS system as being practical, down-to-earth, and self-sufficient who like to work with their hands. Which of the following VALS categories most likely matches to the hardware store's segment of interest?
A) Makers
B) Strivers
C) Experiencers
D) Survivors
E) Believers

Question

Quizplus · Accepted Answer

According to the VALS segmentation system, people who are characterized as practical, down-to-earth, and self-sufficient are typically classified as Makers. Makers enjoy working with their hands and prefer practical solutions over extravagant ones. Therefore, this category is most likely to match the hardware store's segment of interest.

A Hardware Store Has Decided to Use the VALS Segmentation