VALS framework segments consumers based on
A) their primary motivation for buying certain products and services and levels of resources.
B) their demographics.
C) their product usage.
D) where they live.
E) their media usage.

Question

Quizplus · Accepted Answer

The VALS framework segments consumers based on their primary motivation for buying certain products and services and levels of resources. VALS categorizes consumers into eight distinct segments that can be used to develop targeted marketing strategies based on their values, attitudes, and lifestyles. Demographics, product usage, and location may be considered in this framework, but they are not the primary factors for segmentation. Media usage may be relevant but is not a defining characteristic of the segments.

VALS Framework Segments Consumers Based on