Reference no: EM132176052

You are a marketing assistant at a large department store. Your store manager, Gaby, wants to make sure the store stocks products that appeal to every possible segment of the market. You have recently learned about the VALS framework in your college class, and you are looking to explain the eight psychographic groups to Gaby using examples of products already sold in the store. Perhaps the most commonly used psychographic segmentation tool is the VALS™ framework. VALS, originally developed by SRI International, classifies U.S. and Canadian adults age 18 years of age and older on the basis of their responses to 34 attitudinal and four demographic questions into eight psychographic groups: Innovators, Thinkers, Believers, Achievers, Strivers, Experiencers, Makers, and Survivors. VALS measures two dimensions: primary motivation and resources. How motivation and resources combine explains why different consumer groups exhibit different behaviors and why different consumer groups often exhibit the same behaviors for different reasons. Match the appropriate category name to the description of the appropriate VALS group. Use products currently sold at the store as a hint for each category. Responsible, practical, self-sufficient Literal, loyal, moralistic Nostalgic, constrained, cautious Goal-oriented, brand-conscious, conventional Sophisticated, in charge, curious Trend-seeking, impulsive, variety-seeking Contemporary, imitative, style-conscious Informed, reflective, content Match each of the options above to the items below. Innovators - New camera with cutting-edge features and a designer case. Innovators - New camera with cutting-edge features and a designer case. Open choices for matching Thinkers - Picture frame showing married couple images over the course of 30 years. Thinkers - Picture frame showing married couple images over the course of 30 years. Open choices for matching Believers - Bumper sticker that reads “I believe in the Constitution.” Believers - Bumper sticker that reads “I believe in the Constitution.” Open choices for matching Achievers - Executive-branded ties that promote “dressing like the CEO.” Achievers - Executive-branded ties that promote “dressing like the CEO.” Open choices for matching Strivers - Athletic shoes that are worn by basketball stars and many local basketball teams. Strivers - Athletic shoes that are worn by basketball stars and many local basketball teams. Open choices for matching Experiencers - Dress sock sampler kit that includes pairs of navy, black, and khaki socks in the same package with a new kind of padded heel. Experiencers - Dress sock sampler kit that includes pairs of navy, black, and khaki socks in the same package with a new kind of padded heel. Open choices for matching Makers - New book on financial planning and home budgeting. Makers - New book on financial planning and home budgeting. Open choices for matching Survivors - DVD on the sport of baseball during World War II.